4. 4
SECTION: 1
INTRODUCTION:
Soap`s first production happened approximately in the year of 2800 BC, as a luxury good
in ancient Babylon. Gradually this luxury product annex popularity and soap has become an
indispensable part of human life in this modern age. Now, there are many soap`s brands &
parent`s companies of those brands available in the market and Lux is one of them which is a
global brand now, created by Unilever. Lux has a long range of products which includes beauty
soaps, shower gels, bath additives, hair shampoos and conditioners. In 1899 Lever Brothers (now
Unilever) founded this brand and introduced it as “Sunlight Flakes” laundry soap. In 1900 the
name “Sunlight Flakes” changed into “Lux”, originated from luxury. Lux soap was first
launched as laundry soap.Lux toilet soap was introduced in USA in 1925 and in UK in 1928 as
bathroom soap. With the tagline “made as fine as French Soap” Lux became the world’s first
mass market toilet soap in the year of its launch. Lux had different form of products including
hand wash, shower gel and cream bath soap. In step with the changing trend lux offers exciting
range of body wash and soaps which satisfies it`s consumers. Lux soaps color and packaging
altered several times to follow fashion trends. In 1990s Lux extended its brand and came out
with shower cream and gels and Lux shampoo. In early 2000 Lux shifted its focus from skin care
to stronger emotional space with the campaign “Lux brings out the star in you”. In 2008 Lux has
shifted its focus to beauty.
Now, Lux manufactured its products in more than 71 locations. Lux revenue was 1
Billion Euro in 2009.Lux has a largest market shares in 100 countries around the globe. Lux is a
market leader in Developing countries like Bangladesh, India, Pakistan, and Brazil. Headquarter
of Lux located in Singapore.
5. 5
BACKGROUND OF UNILEVER:
Unilever started with British soap maker Lever Brothers. It is a British-Dutch
multinational company and its Headquarters are located in Rotterdam, Netherlands, and London,
United Kingdom. It has different types of products like Food, beverages, cleaning agents and
personal care products. Unilever is one of the oldest company and now world`s third largest
company after P&G and Nestle based on revenue. Unilever reached over 190 countries with their
products. Unilever mainly focuses on their 14 brands as Axe/Lynx, Dove, OMO, Becel/Flora,
HEARTBAND`s ice creams, Hellmann's, KNORR, Lipton, LUX, Magnum, Rama, REXONA,
SUNSILK and Surf - with sales of over 1 billion Euro. Unilever has two parent companies and
6. 6
they are Unilever PLC and NV & both are based on UK and Netherland.
Lever Brothers first came with the “Sunlight soap” in 1890.After its success in UK Lever
brothers started many businesses around the world. In 1930 Lever Brothers merged with a
Margarine manufacturer company named `Margarine Unie`. The main vision of both companies
was to create new opportunities by a strong global network. Finally this two company merged as
“Unilever”.
In 1930 Unilever continued to develop their business and started to promote their
business in America and Latin America. To continue this growth Unilever obtained a new
strategy by widening its business area in 1940.In 1943 Unilever acquired T.J Lipton, Forested
food and in 1944 Unilever acquired `Pepsodent`. In 1954 `Unilever` launched “Sunsilk” in UK
which is one of the major products of Unilever. `Dove`, another popular product of Unilever was
launched in USA in 1957.
In 1980’s Unilever sold its subsidiary Business to focus on its core products like
Toiletries, Foods, detergents and Special Chemicals. In 1986 Unilever collaborated with
Chesebrought-Ponds which helped them to increase their profit margin. Unilever bought this
company in 1987.
7. 7
In 1993 Unilever became the largest ice-cream manufacturer in US by acquiring Breyers.
Unilever UK operations merged with `Elinda Gibbs` in 1996. Unilever sold its chemical division
along with Unichema, Quest and Crossfield to Akzo for 4.9 Billion euro in 1997.
In 2000 Unilever bought Ben & “Jerry’s” and slim fast for 1.63 Billion Euro. The
company also acquired Best Foods for 13.4 Billion Euro which increased Unilever`s food scale
in USA by adding brands as “KNORR” and “HELLMAN’s”. In 2002 Unilever sold its specialty
oil and fat division to a Malaysia based company.
Unilever signed an asset purchase agreement with TINE to acquire the activities of
Diploma-Is in Denmark in august 2010.Unilever bought Alberto-Culver a maker of VO5,
TRESEMME, Nexus in September 2010.
In 2015 Unilever acquired leading independent prestige skincare brand, Kate Somerville
Skincare LLC, premium Italian ice cream maker GROM. Unilever also announced that it has
signed an agreement to acquire REN Skincare, an iconic British skincare brand. At present
Unilever has a vast product mix among that, Unilever can show thousands or may be even more
products in any given time. Unilever started from straw & after traveling a long, concentrated &
tough path now they are world`s 3rd
multinational consumer goods company.
8. 8
SECTION: 2
Marketing Mix
Lux is a global brand developed by Unilever. It is one of the biggest soap manufacturers
in the world. Lux known for its beauty products includes beauty soap, shower gel, bath additives.
Product
Product is most important element of marketing mix. Product is anything (can be service,
experience physical product) that can be pitched to a market for attention acquisition, use, or
consumption that might satisfy a want or need. Product is key & vital element in the overall
market offering. This offering becomes the groundwork upon which a company can build
profitable customer relationships.
Lux soap products are suitable for most type of skin and do not irritate normal skin. Lux
applies high standards checked by house safety specialists before it`s appear as product to
market. Unilever has an established `Safety and Environment Assurance` center that works on
safety of the environment, people and production. Lux soap is formulated for children under age
of 3 for use along with the elderly and other members of the population. All soap formulations
are designed, tested and manufactured for environment and people.
There are several fragrances of Lux soaps depending on the product. Among them the
most common aroma is the light rose seent. Lux offers its customers five types of nourishing
ingredients such as rose extracts, almond oil, milk cream, fruit extracts and honey those
ingredients are help consumers to have a perfect skin. The Lux shower gel soap is also produced
various types of scents including “wine & Roses”, “Glowing Touch” and “Sparking Morning”
9. 9
Today Lux offers their customers five different colors. But in the past Lux only produce
white color soap bar. In 1958, Lux started to produce & manufacture five different types of color
options and they are pink, white, blue, green and yellow. Now Lux`s pink color soap is the most
popular soap of this brand in the market.
When Lux introduced first in the USA in 1925, it`s gave an affordable option to
expensive French milled soaps. When other luxury soaps are very high price in market, Lux
offers its soap to customer same quality product but in an affordable price. Today Lux is very
popular brand because of its soap quality is very good and materials they used are quality
products.
Lux has a very unique concept in case of marketing, “Ingredients you can see in soaps”.
From this concept, Lux is trying to ensure their customer that nourishing ingredients are
available in soap. Lux continuously packed their soap beautifully & formulated the ingredients in
it and it is accepted by beauty conscious consumers.
Labeling is an important concern for every brand which helps to provide information for
consumer and intermediaries. Sometimes labeling includes unit pricing, open dating, nutritional
labeling etc. Lux trading character or logo is available in every soap package. There also has
numerous female model, based on different soap variants, in the packaging. The ingredient is
also displayed in package.
Packaging is important for every product. When a product is being purchased, customers
first observe the packaging, it`s color, word choice (whether they are motivating or not), design,
build quality etc and they get at least some idea about the inner product. Lux soap packaging is
satisfying & acceptable. Lux packaged their soap “Soft Touch” by pink color and “Wake me up”
by blue color. It has different package size which is 75gm, 100gm, 120gm, 125gm, and 150gm.
Price
Price is a vital element of marketing mix. Price is the quantity of money charged for
product or service, or total of the values that customers exchange for the benefits of having or
10. 10
using the product or service. Price is the only element in the marketing mix that can produces
revenue. Price is also one of the most flexible marketing mix elements.
Lux provides a better pricing on it product for its customers. Lux is trying to price its
product into some flexible price, which is more favorable for consumers. Lux`s price is almost
equal to its competitor. When Lux feels urgency of changing price, they research on its
competitors’ price and brand loyalty. Lux uses an exploratory research to test the brand loyalty
which is known as Brand Health Cheek-Up (BHCU). Lux soap`s price is different for various
size. In market Lux peach 150gm price is 40 taka, Lux sandal 125gm price is 45 taka, Lux fresh
splash 100gm price is 28 taka, Lux soft touch 75gm price is 22 taka, Lux soft touch 100gm price
is 25 taka.
Soap`s Name Quantity Price(BDT)
Lux Peach 150 gm 40
Lux Sandal 125 gm 45
Lux Fresh Splash 100 gm 28
Lux Soft Touch 75 gm 22
Lux Soft Touch 100 gm 25
Promotion
Promotion is a very important element of marketing mix. Promotion is that element
where companies can correspond with their customer. Promotion is not a single tool but rather a
mix of several tools. Together those tools called Promotion Mix. Promotion Mix is the specific
blend of promotion tools that the company uses to adequately communicate customer value and
build customer relationships.
11. 11
Unilever Bangladesh is under huge promotional activities to promote Lux. Lux spends a
lot of money for promoting its product through TV commercials, newspaper advertisement and
billboards & also with local distributors. Unilever spend Almost 20% to 25% of Net proceeds
from sales (NPC) of Lux for promotional activities. Unilever do a lot of sales promotion effort to
promote Lux and they continuously give discounts, allowances even sometimes rebakes for
attract new customers and retain existing consumers. Lux certain annual promotional campaigns
among them Lux channel I superstar and Lux channel I annul cinema awards are most popular.
From those campaigns Lux has made product a part of the glamour world.
12. 12
Since 1930, more than 400 of world most popular and beautiful women have been
associated with Lux. In Bangladesh, almost all of the beautiful face in media from different
generation has been associated with Lux over the years. To name a few are Suborna Mustafa,
Nipa, Bipasha Hayat, Afsana Mimi, Shomi Kaiser, Mou, Aupo Karim, and Mehjabin. Lux is also
including present channel I superstars into account for promoting their product.
Lux spends a lot of money for promoting it`s soap through TV commercials. In this
promotional segment Lux spent most of its promotional budget. Today Lux promoting its
product in every TV channel.
Lux continuously promoting it`s soap at different places such as Schools, Colleges,
Universities, and recreational parks with winners of its Zonal Beauty Contests. Lux also
promoting it`s soap at newspapers. Lux advertise its product almost all popular newspapers. In
Pantha Path, Dhaka; Lux promoting it`s soap in a huge billboard. In past, Lux was interested
more promoting it`s soap in billboards. But now Lux is not so interested about promoting it`s
soap in billboards.
Lux also promoting it`s soap in online social networks. In Facebook Lux has almost 64
lakh followers, in Instagram, Lux has 14.4 k followers, and in YouTube, Lux has 4805
subscribers. Lux always posts its latest update in Facebook. Lux uploads it`s all TV commercial
in YouTube. Customer can comment their feelings about Lux soap in Facebook anytime they
want.
Lux`s promotional activities has always been successful. Lux made it a common
household name by its very good promotional activities. Lux reaches almost one billion taka
sales value in the year 2004.
Place
Place is an important element of marketing mix. A company’s success depends not only
on how well it performs but also on how well its entire marketing channel grapples with
competitors’ channels.
13. 13
Lux has a huge distribution channel all over Bangladesh. Lux distributes its soap by using
widespread distribution strategies. Lux soaps are available in all over the country & in almost
every well known small retailers shop to vast supermarkets. Lux sales reach more than 10
million pieces a year. Lux has six huge warehouses in six division of Bangladesh. Lux soaps are
manufactured at Kalurghat factory. After completed producing specific units the finished soaps
are supplied to other warehouses. Location of Lux warehouses are Dhaka city, Kalurghat Heavy
I/A, Sylhet city, Rajshahi city, Khulna city and Barisal city. Lux does not use its own fleet of
transport for distributing its products but they use many third party distributors for distribute
intensively throughout the whole country among many resellers and thus minimize their
production cost. Lux targets all classes of people such as urban and Sub-urban, Upper class and
middle class people. Now Lux soaps are available all over Bangladesh because of its huge,
complicated and unique distribution channel. Lux captures market share of nearly 50% and only
Tibbet, another soap manufacturing company is in their rear glass now. If Lux`s authority can
penetrate in rural market more effectively; they will be in very strong position in entire soap
industry of Bangladesh.
14. 14
SECTION: 3
Marketing consideration of Lux soap:
What type of consumer product is Lux regarding consumer product category
(convenience, shopping, specialty or unsought)?
We know that, product & service is of 2 types. One is consumer product (personal
consumption) & another is industrial product (for production related work).Consumer product is
bought by final consumers for final consumption. Lux soap is fall under consumer products
because this product is bought by final consumers for only personal consumption, not for any
type of business or production related work.
Consumer product is of 4 types. Convenience, Shopping, Specialty & Unsought products.
For several characteristics Lux soap is fall under the group of convenience products. For finding
out, which category is suitable for Lux soap we talk with some local shopkeepers and also we
gathered some good amount of information using web. Our web based information is primarily
from neighboring countries, Lux Bangladesh official website and numerous third party
informative website which seems very helpful to us.
But before going to elaborate convenience product related Lux soap`s characteristics or
why Lux soap is a convenience product, we briefly define other 3 types of product`s major
characteristics.
15. 15
Table:
Shopping Products Specialty Products Unsought Products
1. Not frequently purchased &
consumers do a lot of
comparison effort before
buying these kinds of
products.
2. Price is higher than
convenience product & these
products are only available to
some selected shops.
1. Purchased occasionally and
consumers are very loyal to
these types of product because
most of them already have their
favorite brand.
2. Price tend to be high because
these products are special &
only found in one or two outlets
per market area.
1. Consumers involve
themselves or purchase these
types of product only in case
of emergency or they can
have lack of awareness.
3. Price varies along with
these types of product`s
distribution.
3. Advertising and personal
selling completed by both
producer & resellers.
4. Example: Furniture, home
appliances, clothing, laptops,
used cars, hotel & airline
services, washer, dryer, fridge
etc.
3. Promotion effort done by
both producer and the resellers
but more carefully.
4. Apartment, luxury electronic
goods like high end watches,
televisions, sound system,
beautiful ornaments,
extraordinary artwork ,
luxurious car of famous brand
etc.
3. Intensive promotion effort
needed by both producer and
resellers because consumers are
not willing to have it (without
emergency time) or they do not
know about them.
4. Blood donation, life
insurance, prepaid funeral
plans, disability insurance,
nursing insurance, fully new
product like Apple`s `IPHONE`
when they first introduced in
market.
16. 16
As form upper table it is pretty much obvious that Lux soap isn`t in neither of them. But Lux
soap well suited with following criterion, which are major characteristics of convenience
product.
Lux soap is radiant tangible and non durable product & consumers need & use this
product approximately every day for protect their skin and trimming their body.
This product is bought immediately and frequently by loyal consumers without much
comparison or planning, who are devoted to this soap brand & satisfied by using it.
Lux soap is readily available to consumers because of intensive distribution strategy and
for lower unit price.
Unilever, manufacturer of this soap, do a lot of mass promotion effort according to
various country regions where Lux soap`s business is currently running. Because as
producing a convenience product, the producers always need to support their products
with mass marketing, continuous sales discounts, packaging and other related promotion
effort in order to gain revenues and profits from their products.
And of course, Lux soap is bought by final consumers form many convenient locations
for their personal consumption.
So, we defined convenience product as low priced products (in comparisons with others),
need widespread distribution and mass promotion effort, bought frequently without much
planning & easily found in convenient location. Lux soap is properly matched with these
criterion and that`s why Lux is a convenience product.
17. 17
What is the consumer buying behavior regarding Lux & why?
When buying different kind of products consumers show different kind of buying
behavior. According to Kotler & Armstrong, there are four types of buying behavior. They are
complex, dissonance-reducing, habitual & variety seeking buying behavior. We consult with
some shopkeepers and retailers both in rural & urban area for finding out proper buying behavior
of consumers regarding Lux. After some primary data collection, it`s turns to be habitual buying
behavior, based on our gathered information. We describe below why Lux soap is fall under
habitual buying behavior. But before doing that we briefly describe other 3 types of buying
behavior.
Complex Buying Behavior Dissonance-Reducing Buying
Behavior
Variety-Seeking Buying
Behavior
1. When there are significant
differences among brands as
well as products, then
consumers fall under complex
buying behavior.
2. In case of this buying
behavior consumers pass
through a learning process &
the products are available in
few outlets as with relatively
high price. (Computers. DSLR
etc)
1. In condition of little brand
differences and high consumer
involvement consumers show
dissonance-reducing buying
behavior.
2. Here perceived brand
differences is high, price is
relatively good and consumers
assume products under a given
price range as same & they buy
relatively quickly.(Carpet,
curtain etc)
1. In case of significant brand
difference and low consumer
involvement consumers show
variety seeking buying
behavior.
2. Consumers undertake this
buying behavior only for
variety seeking rather than
dissatisfaction, for relatively
low priced products or in
case of discounts, coupons
or other sales
promotion.(Biscuits, noodles,
chips, headphones etc)
18. 18
There are some major characteristics of complex, dissonance-reducing & variety seeking buying
behavior in upper table. But while buying specific brand`s Lux soap, consumers don’t show
neither behaviors. Analyzing our gathered information, they show following behaviors.
Consumers go to shops, ask for Lux soap, then may do little bargaining and most of them
finally bought it.
There are various variants of Lux soap. So consumers can easily select different variants
among one brand rather than switching to other brand and also it`s convenient for them.
When beauty conscious consumers felt positive about Lux soap once, they tend to be
buying same soap over and over and for a long time.
As Lux has very strong brand image in the market, many people buy it because it is
familiar and according to the information of some rural shops, rural people considers
soap as Lux soap only and rural shopkeepers don`t sell any other`s brand`s soap.
The parent company of Lux `Unilever` created a very strong supply and distribution
system and through this system they advertise directly sometimes also heavily, using
local partners among consumers, which is very often seen form other rivals or companies
regarding habitual buying behavior related products.
Finally, for many phenomenal and special benefits, alluring aroma & because of “looks
like a soap” type image, buying Lux soap be converted to habit of most of the consumers.
Form all of the discussion above, it`s pretty obvious that while buying Lux soap, consumers
spectacle habitual buying behavior.
19. 19
SECTION: 4
Market Segmentation
Dividing the market into different groups based on age, gender, lifecycle, geographical
location, religion, income etc. It helps the organization to choose its target audience for whom
they are creating values and build profitable relations with Lux also have a few number of target
audiences among which Psychographic segmentation is very important.
Psychographic segmentation divides the buyers into different groups based on social
class, lifestyle or personality characteristics. Lux as we all know is a beauty soap which promises
beauty and glamour to the users. Thus people who would love to look glamorous and beautiful
would definitely prefer Lux soap over any other products. This information was taken from
www.tnmg4u.com under the heading “HUL Segmentation and Lux. This information was also
given in www.unileverme.com titled Lux embraces beauty and femininity in the 21st
century.
Everybody in the world would wish to look good as it boosts their self esteem. Thus it is
a highly important factor for all. However as women are workings really hard all day they might
not manage time to get such beauty treatments. These treatments also on the other hand would be
highly expensive. Thus the Unilever’s soap Lux ensures to satisfy the women with their soaps
with various advantages like fairness, smoothness, glamour etc. at a lower price. Hence this
group of people would definitely to for Lux soap. It was also mentioned in “HUL Segmentation
and Lux” that Lux uses various celebrity such as Leena Chitinis, Nargis, Hema Malini, Sridevi,
Aiswarya Roy, Karena Kapoor, Priyanka Chopra etc. to promote their beauty soap. By using
such celebrities as models women would feel that by using Lux soap they would also look as
glamorous as these public figures. This will thus attract a lot of customers towards the Unilever’s
product Lux.
20. 20
Market Targeting
The process of evaluating each market segments’ attractiveness and selecting one or more
market segments to enter. Among the four markets targeting strategies Lux goes for
undifferentiated marketing according to the data posted on www.unileverme.com.
Undifferentiated marketing or mass marketing is a market coverage strategy in which a
firm decides to ignore market segment differences and go after the whole market with one offer.
One of the biggest quality of Lux is they not only provide good quality soap but also at a
reasonable rate. Thus it not only attracts lower or mid segment groups but also the upper class as
well. It also does not target on gender as its target audience is both man, women and also
children. As it does not give any irritation problems to the skin everyone can use it. Thus these
types of benefits enable Lux soap to target everyone in the market and it is heavily distributed. It
was mentioned in the article under the key facts that it was the first toilet soap to go for mass
marketing back in 1924. Lux soap was not just distributed in one geographic location as it was
sold in over 100 countries such as Saudi Arabia, Brazil, India, Thailand, South Africa etc. This
mass marketing allowed it Unilever to reach sales to 1.0 billion back in 2005. Mass market not
only does help Unilever’s Lux brand to increase sales but also makes it more popular around the
world. Thus this global recognition helps them to maintain a strong position in the soap market.
Differentiation
Differentiation is differentiating the market offering to create superior customer value. It
is highly important for a firm`s product to be different from its competitor’s offerings as it will
attract a lot of customers towards them.
21. 21
Lux also has a very unique feature which separates it from rest of the soap in the market. It is the
only soap in the world which uses sustainable oils made from algae. This piece of information is
taken from www.unilever.com from the web in the article titled “Lux pioneers soap from algal
oils”.
We can see a lot of different brands of soap in the market fulfilling our requirements with
their own individual features. However we are not aware of the dangers they are causing for our
environment. Soaps such as Cinthol contain a high amount of palm oil which can lead to
deforestation. Deforestation can cause catastrophic consequences such as loss of species, water
cycle, soil erosion, life quality etc. In order to reduce such unhealthy impacts on our environment
Unilever spend time and money on research and development to come up with an alternative
solution which is algal oils that not only is beneficial for the customers but also is eco friendly.
This unique feature would benefit different groups of stakeholder in lots of ways giving Lux a
competitive advantage from soaps like Cinthol and other brands.
As it was mentioned in the article that this is an innovation in the soap industry it will
automatically attract the attention of customers. Customers will be highly benefitted from using
Lux soaps as algal oils improve the quality of the product which the Godrej Company’s soap
Cinthol does not have. As Unilever is working towards the benefit of the environment people
would generally be interested to buy Lux as they would feel that by using this particular brand
they are being a part of a really good cause. This will drastically raise the sales of Lux.
By signing the agreement of purchasing 10,000 tons of oil from the oil facility in Moema,
Brazil Unilever is building a strong relationship with their suppliers. They can later receive
certain advantages such as credit purchase from these oil producers which will be very much
helpful for them. If Unilever can maintain a good relationship with these oil producers they can
highly benefit in the future when other company such as Godrej also attempts to use algal oils to
make their soaps as they will have much control over their primary sector.
22. 22
One of the biggest advantages that Unilever can receive for using algal oils is being
released from the pressure groups and other institutes which work for the welfare of the
environment. These groups will even support their cause in every possible ways which will make
Unilever’s job even easier. On the other hand this will bring high amount of pressure on Cinthol
and other soaps in the market as their products are cataclysmic for our natural environment.
Positioning
Arranging for a product to occupy a clear, distinctive and desirable relative to competing
products in the minds of target customers. This marketing strategy helps us to understand the
benefit that we obtain from a specific goods or service and supports the company to reduce
problems like cannibalization, price sensitivity and supports its overall strategy.
Lux soap also inherits certain qualities such as having a wonderful fragrant, varieties in
color and being affordable which are highly recognized by its customers. These data were taken
from the website www.ehow.com posted by Jennifer Leightor title “Features of Lux Soap”.
Fragrance is a very important factor whenever we are buying soaps, detergent powders or
any other product falling under this category. A nice aroma gives the customer a really good
impression towards the product and it lures the buyer towards them. Whenever we hear the word
Lux we immediately think of that wonderful floral aroma that we smell when we use their soap
or body wash. This is actually one of the most fundamental reasons for this product to be
renowned among the customers. The company Unilever designed their soap with various scents
such as “Wine & Roses”, “Glowing Touch” and “Sparkling Morning” to capture values from
potential customers.
23. 23
The color of the soap is also a very important factor when it comes to attract the attention
of potential customer. If the color of the soap is pleasurable by the eye people will surely buy it
and on the other hand if it not appealing they avoid it. For example if the color of a soap or body
wash appears to be black we might not be eager to apply it to clear ourselves as it might not look
hygienic. Lux on the other hand has a very simple white color which is considered to be a very
standard color. Lux is also famous for providing a range of colors such as pink, blue, green,
yellow etc. As it targets both the male and female population it comes up with various colors.
This is because the pink color soap will be adored by the women population and the blue colored
soap will be more preferred by the male population.
Another important feature of Lux is they are highly inexpensive. This also the most
common factor which we picture in our mind when we think of Lux soap. Usually any good
quality soaps would require a high amount of cost to produce. Thus the price level of such
luxurious soap would be high in the market. However although a large group of people would
buy these soaps it will be very difficult for the middle and lower income groups of people to buy
such good quality soaps. Unilever decides to make soaps with the same quality with a more
reasonable price to build profitable relationships with these middle and lower income group
customers. This is the reason why we see Lux being as popular almost everywhere as it is highly
affordable and provides really good results with no skin irritation or other allergic reaction by the
users.
24. 24
Appendix
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