4P Product Lux is an internationally renowned bauty soap brand of Unilever.

Although its manufactured in Indonesia for the local market, the formula given by Research and Development departments in foreign countries. Lux product divided by two types, bar soap and liquid soap. In this paper, were going to concentrate to its liquid soap. Lux is taken from Luxury, which define the product itself that wants to be luxury soap. Lux liquid soap has six different themes with six different flavors which are: Lux Power Me Up Lux Magical Spell Lux Secret Bliss Lux Soft Touch Lux Velvet Touch Lux White Glamour All this Luxs variance can be found in 100 ml and 250 ml sizes which available in bottle and pouch that are easy to carry and clean. Price Although Unilever wants Lux to give the consumer Luxury sensation, Lux is knowned to have affordable price for such a beauty product. So to avoid the high risk of creating price war among the rivals which will cause loss of profit, the company carries out research on competitors price then prices Lux with the price that is almost equal to its competitor. The price range from around Rp.4.000 until around Rp.18.000. The price depends on the size, the variance and the packaging. The greater the sixe, the more expensive and of course, pouch package are cheaper than the bottle package.

Promotion PT Unilever Indonesia Tbk undertakes huge promotional activities to promote Lux. They spends a huge amount of money for promoting Lux through TV commercials, newspaper/magazine advertisements and billboards. Moreover, it also undertakes small promotional campaigns at supermarket, hypermarket, universities and many other places. To promote Lux, PT Unilever Indonesia Tbk signed some beautiful Indonesias artist with good image and clean record such as Nadya hutagalung, Mariana Renata, Dian Sastrowardoyo, and many more. The advertisements theme is usually glamour, beautiful, sexy, but in sophisticated manner. Lux also create a road show and a glamour events which include their brand ambassaors like Lux Beauty Gives You Super Power event in 2006, Lux White Glamfest event in 2007, Trip to Pusan promo, and many more. Consumer also can get to know about Lux from its website, luxbeautylounge.co.id.

Place PT Unilever Indonesia Tbk has a huge ditribution channel for Lux all over the country. The company has some huge warehouses where the products goes after they are manufactured. In terms of distribution, the company distributes the product through distributors who the supply the product all over Indonesia to a huge number of retailers. We can easily find Lux in many supermarkets, hypermarkets, minimarkets and even in small shops around our house.