SRK is i time once again featuring inwards the advertizement of Lux. It was inwards 2005 that SRK stunned build watchers inwards an advertizement for Lux. At that fourth dimension Lux was celebrating 75 years of stardom. Circa 2012, Shah Rukh Khan i time again stars inwards Lux advertizement not for celebration of whatsoever milestone but a desperate endeavour to rejuvenate the brand.
Lux which ever centered simply about celebrities has been struggling for the concluding few years.Reports advise that Lux is witnessing a de-growth cheers to contest from the likes of Santoor. Lux over the years has been facing a positioning occupation which I convey highlighted inwards my previous posts almost the brand. Too many variants shifted the HUL's focus from strengthening the nub build to leveraging or rather squelch the build equity. This virtually made the nub Lux build vulnerable to competition. The commoditization of celebrity endorsement farther diluted the celebrity-focused positioning of Lux. Virtually the differentiation of Lux was no longer existing.
Lux is forthwith inwards an un-enviable position. The nub positioning of Lux- beauty lather of stars is virtually beingness killed past times competition. Celebrities forthwith are no longer differentiators. Lux also cannot run a peril going for a heavy repositioning sans celebrities because of its connecter amongst Stars for over 75 years. The build is inwards deep trouble.
With SRK, the build is attempting some other come upwards back. Last year, Lux successfully leveraged Abhishek together with Aishwarya together with smartly took the platform of ' Beauty'.
The electrical flow drive features SRK amongst the electrical flow Lux Diva Katrina Kaif. The build completely changed its beauty based positioning ( benefit) and decided to focus on fragrance (product feature ).The build is pitching that it contains international character fragrances. From benefit to feature based positioning is a pace backward for the brand. Usually brands get-go amongst characteristic based positioning together with subsequently graduate to higher -order attributes ( Laddering). Here Lux chose itself to downgrade from a higher -order positioning to basic stuff.The build is absolutely confused almost its futurity direction.
Lux inwards the novel drive has the tagline : "Bas Zara Sa Lux " roughly translated to " Just postulate a niggling Lux" . The tagline is ideally suited for a detergent rather than a beauty soap. The handling of the advertizement is below average amongst cypher inventiveness together with commons theme. No wonder the build is on a downward spiral.
Watch the advertizement hither : Lux SRK
What Lux correct forthwith needs is a thorough clarity almost its build manthra together with its positioning.No sum of celebrity endorsement volition operate if the build is confused almost its positioning. It had before focused on beauty crude together with forthwith it is proverb that fragrance is the fundamental USP. This confusion is exclusively going to kill this build unless the marketing brains of HUL sit down together together with determine on the build manthra for Lux. Other wise nosotros are going to encounter the tiresome expiry of an iconic brand.
