7. Competitors
● some local brands like Meril, Keya, Tibbet, Lilly,
Cosco, Aromatic
● retained the leadership
8. Market Segmentation On LUX
• What is market segmentation?
• Segmentation on LUX
- Geographic : According to geographical locations
- Demographic :
Gender : Female
Age : 16-35
Expensive : Affordable
Income : Middle income group (Tk 15-65)
Occupation : Any occupation
- Psychographic : Socio economic cluster
17. Strengths:
• Strong market research(door to
door sampling-once a year)
• Many variants (almond oil,milk
cream,fruit extract,honey etc)
• Strong brand image
18. • Strong sales and
distribution network
• Dynamically continuous
innovations (promotions
of 22 carat gold coin)
• Mass appeal/market
presence across all
segments (15% of soap
market)
19. Weakness:
• Mainly positioned as beauty soap
targeted towards women,lack unisex
appeal
• Some variation like the sunscreen,body
spray,international variant did not do well
in the market
• Not much popular in rural areas
20. Opportunities:
• Soap industry is growing by 10% all over
the countries
• Liquid body wash is currently in growth
stage
• Large market share- strong hold over the
market
21. Threats:
• High internal
competition with other
brands (Meril,Keya,Tibet)
• New entrants
• Maturity stage-threats of
slipping down to decline
stage-if constant
reinvention is not carried
out)
