Lux soap was founded in 1899 as Lever Brothers and launched in the US in 1924 and India in 1929 as the world's first beauty soap. [1] In the growth stage, Lux expanded to other cities and maximized its market share. [2] Competitors like Santhoor, Vivel, and Fiama entered as Lux modified its product in the maturity stage and expanded across India. [3] Despite marketing campaigns, Lux's sales declined due to currency fluctuations and economic slowdowns impacting Unilever's 100+ countries and India in 2008-09.

1. LUX – HISTORY AND LIFE CYCLE STAGES
CHRISTIN VARGHESE
S2 MBA
(MACFAST)
KERALA, INDIA
WWW.MACFAST.ORG

2. ORIGIN AND HISTORY
• The brand was founded by the firm lever
brothers now known as unilever in 1899.
• The name changed from sunlight flakes to lux in
1990,a latin word used for light and luxury
• Lux toilet soap was launched in the United
States on 1925 and in the uk in 1928

3. STAGES OF LIFE CYCLE

4. 1. INTRODUCTION STAGE
• Lux launched worlds first beauty soap in 1924 in
the us and 1929 in india
• At that time there were only one competitor of
lux which was from its own brand lifebouy
• In the initial stages it was introduced in Calcutta,
Mumbai etc

5. GROWTH STAGE
• Inthe growth stage their sales rapidly started rising
• They also expanded their markets to other cuties
• Marketting objectives: The main market objectives were to expand market to
other cities, and also to maximize market share
• MATURITY STAGE
• They modified the product by adding some changes in the pproduct
• In this stage few competitors entered the market like SANTHOOR, VIVEL,
FIAMA etc.
• The company has expanded to almost all cities in india

6. • DECLINE STAGE
• Besides all campaign for sales the reason
for decline was
• Currency fluctuations: unilever has
products over 100 countries as a result
they are exposed to currency fluctuations
• Economic slow down: 2008-09 due to hard
economic conditions in India and other
countries the sales were highly affected

7. 1. CURRENT SITUATION
• Today lux is the market leader in
Arabia, Brazil, India, Thailand and
South Africa
• Today lux has the 5th largest
consumer reach in Asia which is way
ahead of their competitor DOVE
• Also the strong positioning,
Marketing strategies helped lux to
maintain its position at the top