Abstract
This 33 slides powerpoint presentation analyses the reasons of success of the lux soaps. It gives information about the past strategy, the point in which they are actually and their goals for the product. Extracts of the presentation:
"Lux background
- First world launch in 1899 (UK)
- India largest FMCG company
- Meaning of Lux: from the latin, meaning «light»
- First endorsement Leela Chitnis
The target market has changed, so do trends and mentalities. Lux is now facing a new world were soap technical attributes has become one of the first incentive"
"Why does Lux don't meet its success anymore?
- Today's world has changed and celebrity entity is not anymore the only incentive for the purchase process. Countries such as India, Japan or Pakistan are yet still in the same old trend. By remaining on the same tradition of star endorsement without adaptation to the new generation, Lux has lost is credibility in western countries."
