Lux target audience Essay

First Male Brand Ambassador Shahrukh Khan ( female following) sixty derived from the word luxury has always used successful film actors of the fourth dimension such as Madhubala, Hema Malini, Kareena Kapoor to endorse the product. Leader in the commercialiseplace (14.4%) lx has been facing intense competition from Wipro Consumers Santoor (8.8%) and ITCs Vivel and Fiama di wills which have been gaining market share much faster. -Started off as a feminine scrape and beaut soap in 1925.-Focuses on external beauty (fine fragrances) net play with fragrances idea - designs typical Indian mindset of outer beauty (more active stance on beauty) -An aspiration for every girl animate in rural area uses personalities from the silver screen, which makes it an inspirational brand -Uses Bollywood assort to communicate the same (movie-loving target audience) -Theme Combination of style and romancedemographicGender FemaleAge 16 35Income bosom Income Group. Targets the urban and se mi urban upper middle word form and middle class segment of the population, who falls under A to C of SEC Target Area Urban and Semi urban Middle and Upper Middle ClassLifestyle Frequent movie watcher (genre romantic) (can use multiple as the media) Liking for fragrance Day Dreamer? Advertisement driven Status conscious Looks conscious Liking for new clothes advertisers belovedInfluencer Retailer can be the influencer.Recent sign Sonam Kapoor and Dhanush as Brand Ambassadors. Change in positioning?The brand is behind moving away from a beauty soap for a spark advance to a soap for couples. While the overarching Lux celebrity quotient has remained intact since 1929 when Leela Chitnis promised strike skin through Lux, the brand positioning has shifted.Good to know-Many variants-Labelling prominent, female model-Introduced Mini Lux for Rs. 5 (45gms.) Not sure whether it is purchasable in the market now. -Lacks unisex appeal