Lux soap is a convenience product that is widely available and affordable. It is manufactured by Unilever and is one of the biggest soap brands in the world. Lux uses effective marketing strategies like promotions through celebrities and media, competitive pricing, and widespread distribution channels to make the soap easily accessible to consumers.
Lux started as "Sunlight Flakes" laundry soap in 1899 and became the first mass-market toilet soap in the world in 1925. It is developed by Unilever and includes beauty soaps, shower gels, bath additives, hair shampoos and conditioners. As of 2005, Lux revenue was estimated at €1 billion, with market shares in more than 100 countries globally. Today, Lux is the market leader in several countries including Brazil, India, Thailand and South Africa. One of the most popular beauty products in India is Lux soap, which offers smooth and fair skin without worrying about age.
Lux soap was launched in India in 1929 and is now the largest personal wash brand in the country with 15% market share. It was first marketed through endorsement by Bollywood film stars in the 1960s and continues to use celebrity endorsements today. Lux offers a range of products beyond soap, including body wash, shower gel, and cream bath soap. The brand aims to increase its rural market penetration and grow its market share further.
This document summarizes the brand management and history of Lux soap in India from its launch in 1929. It discusses Lux's segmentation targeting middle-income females aged 16-35 years. The timeline shows Lux shifting from promoting a film star feeling to focusing on different skin types and beauty. The product lifecycle stages from introduction to maturity are outlined describing Lux's objectives, actions, sales, costs, profits and marketing strategies over time. Lux's celebrity endorsements ranging from the 1960s to present are listed. The document also briefly mentions Lux sponsoring TV shows and shifting its positioning from stars to targeting common girls.
Brand image Of lux Soap in Cuttack CityShovan Dash
Lux soap was first launched in the UK in 1899 and later launched in other markets like the US and India. It is currently owned by Unilever. The study aims to analyze the brand image of Lux soap in India using both qualitative and quantitative techniques. In the qualitative analysis, interviews were conducted with 30 respondents to understand brand attributes, consequences, and values associated with Lux. In quantitative analysis, a questionnaire was used to measure brand stature and vitality of Lux based on attributes like awareness, loyalty, and personality. Preliminary results found Lux has high stature and vitality, positioning it strongly in the market. Further analysis of attributes, consequences and values helped understand Lux's brand identity.
marketing strategy of lux soap with reference to HULAghna Shamsi
The document discusses the history and marketing of Lux soap in India. It provides details on Lux soap's launch in India in 1929 as well as its branding and celebrity endorsements over the years. Lux soap is owned by Hindustan Unilever and is the largest selling soap brand in India, known for endorsed by Bollywood stars to promote beauty and self-care.
HUL has traditionally positioned the Lux soap brand by featuring popular film stars in advertisements to influence consumer beliefs and attitudes. This approach creates a strong connection with consumers by implying the soap has qualities that attract top celebrities to endorse it. It also helps the brand stand out among competitors. Going forward, Lux could expand its market by developing new product lines featuring natural ingredients or herbal formulations. It could also venture into personal care categories like fragrances. Lux would differentiate itself through educating customers about product variations and benefits while continuing to build the brand's trusted legacy.
Lux is a personal care brand owned by Hindustan Unilever that was launched in the UK in 1925 and expanded to India in 1929. It has established a long heritage in India through its association with Bollywood stars. The brand uses the Kapferer brand identity prism model, which considers the brand's physique, personality, culture, relationship, self-image, and reflection qualities. Lux markets itself towards middle to high income groups and uses celebrities, innovative products and packaging, and promotional campaigns to appeal to women of all ages and socioeconomic segments across India.
Lux is a global beauty brand developed by Unilever that is known for soap and has expanded into other personal care products. The ZMET technique was used to understand consumer perceptions of Lux by having participants share images representing their thoughts and feelings about the brand, which uncovered deep emotional frameworks around qualities like fragrance, beauty, legacy, freshness, variety, affordability, softness, and trust in Lux products.
Lux started as "Sunlight Flakes" laundry soap in 1899 and became the first mass-market toilet soap in the world in 1925. It is developed by Unilever and includes beauty soaps, shower gels, bath additives, hair shampoos and conditioners. As of 2005, Lux revenue was estimated at €1 billion, with market shares in more than 100 countries globally. Today, Lux is the market leader in several countries including Brazil, India, Thailand and South Africa. One of the most popular beauty products in India is Lux soap, which offers smooth and fair skin without worrying about age.
Lux soap was launched in India in 1929 and is now the largest personal wash brand in the country with 15% market share. It was first marketed through endorsement by Bollywood film stars in the 1960s and continues to use celebrity endorsements today. Lux offers a range of products beyond soap, including body wash, shower gel, and cream bath soap. The brand aims to increase its rural market penetration and grow its market share further.
This document summarizes the brand management and history of Lux soap in India from its launch in 1929. It discusses Lux's segmentation targeting middle-income females aged 16-35 years. The timeline shows Lux shifting from promoting a film star feeling to focusing on different skin types and beauty. The product lifecycle stages from introduction to maturity are outlined describing Lux's objectives, actions, sales, costs, profits and marketing strategies over time. Lux's celebrity endorsements ranging from the 1960s to present are listed. The document also briefly mentions Lux sponsoring TV shows and shifting its positioning from stars to targeting common girls.
Brand image Of lux Soap in Cuttack CityShovan Dash
Lux soap was first launched in the UK in 1899 and later launched in other markets like the US and India. It is currently owned by Unilever. The study aims to analyze the brand image of Lux soap in India using both qualitative and quantitative techniques. In the qualitative analysis, interviews were conducted with 30 respondents to understand brand attributes, consequences, and values associated with Lux. In quantitative analysis, a questionnaire was used to measure brand stature and vitality of Lux based on attributes like awareness, loyalty, and personality. Preliminary results found Lux has high stature and vitality, positioning it strongly in the market. Further analysis of attributes, consequences and values helped understand Lux's brand identity.
marketing strategy of lux soap with reference to HULAghna Shamsi
The document discusses the history and marketing of Lux soap in India. It provides details on Lux soap's launch in India in 1929 as well as its branding and celebrity endorsements over the years. Lux soap is owned by Hindustan Unilever and is the largest selling soap brand in India, known for endorsed by Bollywood stars to promote beauty and self-care.
HUL has traditionally positioned the Lux soap brand by featuring popular film stars in advertisements to influence consumer beliefs and attitudes. This approach creates a strong connection with consumers by implying the soap has qualities that attract top celebrities to endorse it. It also helps the brand stand out among competitors. Going forward, Lux could expand its market by developing new product lines featuring natural ingredients or herbal formulations. It could also venture into personal care categories like fragrances. Lux would differentiate itself through educating customers about product variations and benefits while continuing to build the brand's trusted legacy.
Lux is a personal care brand owned by Hindustan Unilever that was launched in the UK in 1925 and expanded to India in 1929. It has established a long heritage in India through its association with Bollywood stars. The brand uses the Kapferer brand identity prism model, which considers the brand's physique, personality, culture, relationship, self-image, and reflection qualities. Lux markets itself towards middle to high income groups and uses celebrities, innovative products and packaging, and promotional campaigns to appeal to women of all ages and socioeconomic segments across India.
Lux is a global beauty brand developed by Unilever that is known for soap and has expanded into other personal care products. The ZMET technique was used to understand consumer perceptions of Lux by having participants share images representing their thoughts and feelings about the brand, which uncovered deep emotional frameworks around qualities like fragrance, beauty, legacy, freshness, variety, affordability, softness, and trust in Lux products.
Wipro's Santoor soap brand has become the largest soap brand in South India, achieving a 15.1% market share in the region. Santoor saw 18% growth in the first quarter, contributing to a 29% rise in profits for Wipro Consumer Care and Lighting. Improved margins from 14.4% were achieved through holding prices despite competition and obtaining raw materials at low costs. The acquisition of Unza Holdings also grew Wipro's business internationally, with a 13% rise overall and 45% growth in Vietnam for the Unza brand.
Integrated Marketing Communication Project on LUXNeha Shetty
Lux soap was founded in 1899 and launched toilet soap versions in the 1920s. It has since expanded its product line. While Lux lacks unisex appeal and has a high wear rate, its strengths include a wide range of products, strong market research, and delivering value. Historically, Lux used celebrity endorsements in its advertising but has since shifted to portraying regular women in ads to seem more contemporary. Lux engages in various promotional activities like limited edition soaps, contests offering prizes like gold bars and meetings with celebrities, and sponsoring awards shows. Its target audience is urban and sub-urban middle class individuals.
This document provides an introduction and overview of the soap industry in India. It discusses the origin and history of soap manufacturing, the major players in the Indian soap market such as Hindustan Unilever Ltd. and their market shares. It also describes the segmentation of soaps between premium, popular and carbolic segments. Hindustan Unilever Ltd. is the market leader with brands such as Lux and Lifebuoy, while other competitors include Godrej, Wipro and P&G. The future of the soap industry is dependent on availability of key raw materials.
This document discusses the history and challenges faced by the Liril brand. It summarizes that Liril was initially very successful in the 1980s with 14% market share by positioning as a freshness soap, but lost share over time as it added confusing variants and moved away from its original positioning. By 2005, its market share had plummeted to 1.3%. In 2009, Liril was repositioned as Liril 2000 targeting family use rather than freshness. The document identifies problems like losing focus on its target segment of younger women and shifting needs towards functionality over experience. It provides solutions like refocusing on working women aged 20+ and repositioning to highlight lemon and aloe vera
Hindustan Unilever Ltd is launching a new line of Lux deodorants in India. Lux is a premium brand known for soaps, face wash, and lotions. The document provides an overview of the company, detailed product descriptions of Lux and its recent developments, brand values, and a marketing plan for launching the new Lux deodorant line, including market analysis, objectives, and strategies. Key aspects of the launch include positioning Lux deodorants as natural and effective while appealing to different age groups through advertising featuring celebrities.
Lux soap was launched in India in 1929 and is currently the largest personal wash brand in the country with 15% market share. It originated as a toilet soap in 1925 and was the first brand to feature Hollywood and Bollywood stars in its advertisements. Lux uses a multi-pronged marketing approach including segmentation, distribution network, advertising featuring stars, and unique selling propositions related to beauty and glamour. The brand's goal is to further penetrate the rural market and increase its overall market share.
This document discusses the history of Lux beauty soap. Lux soap was first produced in the UK in 1899 by Lever Brothers. It was launched in India in 1929 and has since become a household name for soap. Lux has consistently used Bollywood stars in its advertisements over the decades to create a luxurious brand image. It has also launched several variants and extended its product range over the years. Today, Lux is a market leader in several countries and remains one of the most trusted soap brands in India with a strong brand recognition built over decades of celebrity endorsements and innovative marketing strategies.
Advertisement effect on Lux beauty soapFiroj Md Shah
The document discusses advertising and its objectives. It defines advertising as a form of communication used to encourage or persuade an audience to take some action, usually to drive consumer behavior regarding a commercial offering. The main objectives of advertising are to get consumers to try a new product, continue purchasing a product, switch to a new brand, or switch back to a brand. It also discusses the different types of advertisers and their goals.
Unilever owns the Dove personal care brand, which was launched in India in 1995. Dove differentiated itself by marketing itself as a moisturizing beauty product rather than just a soap. Through campaigns featuring "real women" of all shapes and sizes, Dove sought to change perceptions and boost women's self-esteem. This positioning of celebrating everyday beauty has helped Dove become a top-selling body lotion brand in India.
Lux is a personal care brand owned by Unilever that was founded in 1899 in the UK. It is headquartered in Singapore and operates in over 100 countries. Lux was launched in India in 1929 with actress Leela Chitnis in its first advertisement. It expanded into skincare and beauty products in the 1990s. Lux uses celebrity endorsements and innovative marketing techniques like Lux Holi colors, liquid soap art, and a soap dress to promote brand awareness and engagement. Actresses like Madhubala, Hema Malini, and current brand ambassador Alia Bhatt have represented Lux over the years.
Lux is HUL's beauty soap brand that is positioned as affordable glamour. It has been able to maintain market leadership in the toilet soap category with a 54.3% market share due to strong brand image, reliable quality, and widespread distribution network. Lux soap is purchased regularly by consumers for its association with celebrities and ability to beautify skin at an affordable price point. While it faces competition from internal and external brands, Lux continues to be the most popular bar soap in India due to high demand and emotional connection with consumers who expect it to make their skin beautiful.
The document summarizes market research findings about the brand Lux soap from Hindustan Unilever. It finds that Lux has near 100% brand awareness in India and is known as a premium beauty soap. Television is the main source of awareness about Lux. The brand is strongly associated with actress Aishwarya Rai. Strawberry and cream is the best-selling variant. Lux has a large distribution and sales network in India.
The document provides a history and overview of the Lux soap brand. It notes that Lux was first produced in the UK in 1899 and its trademark was registered in the US in 1900. Some key details include that Lux was launched in India in 1929 and the US in 1916. It became the best-selling soap brand worldwide and is purchased over 12 million times per day globally. The document discusses Lux's advertising, pricing, variants, promotions, packaging, celebrity endorsements, and SWOT analysis.
This document discusses the marketing strategies of leading soap brands in India - Lux, Dove, and Lifebuoy. It outlines their segmentation, targeting, positioning, and marketing mix strategies. Lux targets urban consumers aged 16-40 and positions itself as the soap of film stars. Dove targets urban areas and positions itself as a premium "cream bar." Initially, Lifebuoy targeted males for health, but now targets families. The brands utilize various products, prices, placements and promotions in their marketing strategies.
Lux soap is expanding globally and is a market leader in India, Thailand, Brazil, and South Africa. It targets urban and sub-urban middle and upper middle class consumers. Demographically, Lux targets women ages 16-35 from middle income groups. Lux focuses on inter-market segmentation to satisfy consumers with similar needs across different countries. It targets all social classes through affordable pricing.
The document discusses the Lifebuoy brand of soap, which was established in the 1890s in India. It provides key facts about the brand such as that it is owned by Unilever and focuses on health and hygiene. The summary discusses Lifebuoy's origins, positioning as an affordable antiseptic soap, and its health education programs in rural areas that have reached over 100 million people. It also covers Lifebuoy's brand extensions over time to adapt to competition and changing consumer needs.
Lifebuoy soap was introduced in India in 1895 and was initially marketed based on its promise of health and hygiene. It became known for its jingle promoting its ability to protect against germs. Over time, Lifebuoy went through different stages of its product lifecycle, initially growing due to its positioning as a germ-killing soap targeted towards men. It later matured and saw declining market share due to new competing soaps and changing consumer preferences. This led Lifebuoy to undergo a brand rejuvenation process where it broadened its target audience and added new fragrances and grip designs to appeal to more customers.
Santoor is the third largest selling soap brand in India, launched in 1986 and targeting middle class housewives. It focuses on urban and semi-urban females aged 25-35 from upper and upper middle class families with a demand for high quality products. Santoor competes with natural skin care brands like Margo, Chandrika, Hamam, and Mysore sandal. It offers soaps, deodorants, face washes, and hand washes in variants like orange, pureglo, gold, white, and baby.
This document provides an overview of Unilever Bangladesh Ltd.'s marketing plan for their LUX beauty soap brand. It includes a situational analysis covering the market, competitors, SWOT analysis, and distribution channels. The marketing strategy section outlines objectives to expand into rural areas and target both males and females. It also describes product positioning, targeting urban middle and upper middle class consumers. Finally, it discusses the marketing mix of product varieties, pricing strategy, and extensive placement through warehouses and distributors.
Unilever was founded in 1890 as Lever Brothers by William Hesketh Lever. It grew through acquisitions and merged with Margarine Unie in 1930 to form Unilever. Unilever is now one of the largest consumer goods companies in the world, selling brands in over 100 countries. Some of Unilever's most popular brands include Surf Excel, Lipton, Sunsilk, and Fair & Lovely. The company employs over 179,000 people globally. Unilever Pakistan was established in 1958 and is now one of the largest fast moving consumer goods companies operating in Pakistan.
Unilever was founded in 1929 through the merger of Lever Brothers and Margarine Unie. It is now one of the world's leading fast moving consumer goods companies with over 400 brands and annual sales of €48.4 billion. In Pakistan, Unilever was established in 1948 and now operates six factories with over 25 brands and 1,500 employees. Its major competitors in Pakistan include Nestle, Procter & Gamble, and Reckitt Benckiser across food and beverages, home care, and personal care products.
Wipro's Santoor soap brand has become the largest soap brand in South India, achieving a 15.1% market share in the region. Santoor saw 18% growth in the first quarter, contributing to a 29% rise in profits for Wipro Consumer Care and Lighting. Improved margins from 14.4% were achieved through holding prices despite competition and obtaining raw materials at low costs. The acquisition of Unza Holdings also grew Wipro's business internationally, with a 13% rise overall and 45% growth in Vietnam for the Unza brand.
Integrated Marketing Communication Project on LUXNeha Shetty
Lux soap was founded in 1899 and launched toilet soap versions in the 1920s. It has since expanded its product line. While Lux lacks unisex appeal and has a high wear rate, its strengths include a wide range of products, strong market research, and delivering value. Historically, Lux used celebrity endorsements in its advertising but has since shifted to portraying regular women in ads to seem more contemporary. Lux engages in various promotional activities like limited edition soaps, contests offering prizes like gold bars and meetings with celebrities, and sponsoring awards shows. Its target audience is urban and sub-urban middle class individuals.
This document provides an introduction and overview of the soap industry in India. It discusses the origin and history of soap manufacturing, the major players in the Indian soap market such as Hindustan Unilever Ltd. and their market shares. It also describes the segmentation of soaps between premium, popular and carbolic segments. Hindustan Unilever Ltd. is the market leader with brands such as Lux and Lifebuoy, while other competitors include Godrej, Wipro and P&G. The future of the soap industry is dependent on availability of key raw materials.
This document discusses the history and challenges faced by the Liril brand. It summarizes that Liril was initially very successful in the 1980s with 14% market share by positioning as a freshness soap, but lost share over time as it added confusing variants and moved away from its original positioning. By 2005, its market share had plummeted to 1.3%. In 2009, Liril was repositioned as Liril 2000 targeting family use rather than freshness. The document identifies problems like losing focus on its target segment of younger women and shifting needs towards functionality over experience. It provides solutions like refocusing on working women aged 20+ and repositioning to highlight lemon and aloe vera
Hindustan Unilever Ltd is launching a new line of Lux deodorants in India. Lux is a premium brand known for soaps, face wash, and lotions. The document provides an overview of the company, detailed product descriptions of Lux and its recent developments, brand values, and a marketing plan for launching the new Lux deodorant line, including market analysis, objectives, and strategies. Key aspects of the launch include positioning Lux deodorants as natural and effective while appealing to different age groups through advertising featuring celebrities.
Lux soap was launched in India in 1929 and is currently the largest personal wash brand in the country with 15% market share. It originated as a toilet soap in 1925 and was the first brand to feature Hollywood and Bollywood stars in its advertisements. Lux uses a multi-pronged marketing approach including segmentation, distribution network, advertising featuring stars, and unique selling propositions related to beauty and glamour. The brand's goal is to further penetrate the rural market and increase its overall market share.
This document discusses the history of Lux beauty soap. Lux soap was first produced in the UK in 1899 by Lever Brothers. It was launched in India in 1929 and has since become a household name for soap. Lux has consistently used Bollywood stars in its advertisements over the decades to create a luxurious brand image. It has also launched several variants and extended its product range over the years. Today, Lux is a market leader in several countries and remains one of the most trusted soap brands in India with a strong brand recognition built over decades of celebrity endorsements and innovative marketing strategies.
Advertisement effect on Lux beauty soapFiroj Md Shah
The document discusses advertising and its objectives. It defines advertising as a form of communication used to encourage or persuade an audience to take some action, usually to drive consumer behavior regarding a commercial offering. The main objectives of advertising are to get consumers to try a new product, continue purchasing a product, switch to a new brand, or switch back to a brand. It also discusses the different types of advertisers and their goals.
Unilever owns the Dove personal care brand, which was launched in India in 1995. Dove differentiated itself by marketing itself as a moisturizing beauty product rather than just a soap. Through campaigns featuring "real women" of all shapes and sizes, Dove sought to change perceptions and boost women's self-esteem. This positioning of celebrating everyday beauty has helped Dove become a top-selling body lotion brand in India.
Lux is a personal care brand owned by Unilever that was founded in 1899 in the UK. It is headquartered in Singapore and operates in over 100 countries. Lux was launched in India in 1929 with actress Leela Chitnis in its first advertisement. It expanded into skincare and beauty products in the 1990s. Lux uses celebrity endorsements and innovative marketing techniques like Lux Holi colors, liquid soap art, and a soap dress to promote brand awareness and engagement. Actresses like Madhubala, Hema Malini, and current brand ambassador Alia Bhatt have represented Lux over the years.
Lux is HUL's beauty soap brand that is positioned as affordable glamour. It has been able to maintain market leadership in the toilet soap category with a 54.3% market share due to strong brand image, reliable quality, and widespread distribution network. Lux soap is purchased regularly by consumers for its association with celebrities and ability to beautify skin at an affordable price point. While it faces competition from internal and external brands, Lux continues to be the most popular bar soap in India due to high demand and emotional connection with consumers who expect it to make their skin beautiful.
The document summarizes market research findings about the brand Lux soap from Hindustan Unilever. It finds that Lux has near 100% brand awareness in India and is known as a premium beauty soap. Television is the main source of awareness about Lux. The brand is strongly associated with actress Aishwarya Rai. Strawberry and cream is the best-selling variant. Lux has a large distribution and sales network in India.
The document provides a history and overview of the Lux soap brand. It notes that Lux was first produced in the UK in 1899 and its trademark was registered in the US in 1900. Some key details include that Lux was launched in India in 1929 and the US in 1916. It became the best-selling soap brand worldwide and is purchased over 12 million times per day globally. The document discusses Lux's advertising, pricing, variants, promotions, packaging, celebrity endorsements, and SWOT analysis.
This document discusses the marketing strategies of leading soap brands in India - Lux, Dove, and Lifebuoy. It outlines their segmentation, targeting, positioning, and marketing mix strategies. Lux targets urban consumers aged 16-40 and positions itself as the soap of film stars. Dove targets urban areas and positions itself as a premium "cream bar." Initially, Lifebuoy targeted males for health, but now targets families. The brands utilize various products, prices, placements and promotions in their marketing strategies.
Lux soap is expanding globally and is a market leader in India, Thailand, Brazil, and South Africa. It targets urban and sub-urban middle and upper middle class consumers. Demographically, Lux targets women ages 16-35 from middle income groups. Lux focuses on inter-market segmentation to satisfy consumers with similar needs across different countries. It targets all social classes through affordable pricing.
The document discusses the Lifebuoy brand of soap, which was established in the 1890s in India. It provides key facts about the brand such as that it is owned by Unilever and focuses on health and hygiene. The summary discusses Lifebuoy's origins, positioning as an affordable antiseptic soap, and its health education programs in rural areas that have reached over 100 million people. It also covers Lifebuoy's brand extensions over time to adapt to competition and changing consumer needs.
Lifebuoy soap was introduced in India in 1895 and was initially marketed based on its promise of health and hygiene. It became known for its jingle promoting its ability to protect against germs. Over time, Lifebuoy went through different stages of its product lifecycle, initially growing due to its positioning as a germ-killing soap targeted towards men. It later matured and saw declining market share due to new competing soaps and changing consumer preferences. This led Lifebuoy to undergo a brand rejuvenation process where it broadened its target audience and added new fragrances and grip designs to appeal to more customers.
Santoor is the third largest selling soap brand in India, launched in 1986 and targeting middle class housewives. It focuses on urban and semi-urban females aged 25-35 from upper and upper middle class families with a demand for high quality products. Santoor competes with natural skin care brands like Margo, Chandrika, Hamam, and Mysore sandal. It offers soaps, deodorants, face washes, and hand washes in variants like orange, pureglo, gold, white, and baby.
This document provides an overview of Unilever Bangladesh Ltd.'s marketing plan for their LUX beauty soap brand. It includes a situational analysis covering the market, competitors, SWOT analysis, and distribution channels. The marketing strategy section outlines objectives to expand into rural areas and target both males and females. It also describes product positioning, targeting urban middle and upper middle class consumers. Finally, it discusses the marketing mix of product varieties, pricing strategy, and extensive placement through warehouses and distributors.
Unilever was founded in 1890 as Lever Brothers by William Hesketh Lever. It grew through acquisitions and merged with Margarine Unie in 1930 to form Unilever. Unilever is now one of the largest consumer goods companies in the world, selling brands in over 100 countries. Some of Unilever's most popular brands include Surf Excel, Lipton, Sunsilk, and Fair & Lovely. The company employs over 179,000 people globally. Unilever Pakistan was established in 1958 and is now one of the largest fast moving consumer goods companies operating in Pakistan.
Unilever was founded in 1929 through the merger of Lever Brothers and Margarine Unie. It is now one of the world's leading fast moving consumer goods companies with over 400 brands and annual sales of €48.4 billion. In Pakistan, Unilever was established in 1948 and now operates six factories with over 25 brands and 1,500 employees. Its major competitors in Pakistan include Nestle, Procter & Gamble, and Reckitt Benckiser across food and beverages, home care, and personal care products.
The document summarizes the vision, mission, objectives, and organizational structure of Lever Brothers Pakistan Limited. The key points are:
1. The vision is to excel in all fields and provide customer delight through quality products. The mission is to be the leading consumer company in Pakistan with dominant market positions across various product categories.
2. The objectives include 15% annual growth, understanding consumer needs, delivering superior value through innovation, improving efficiency, and developing new markets.
3. The organizational structure has a chairman who leads a management committee responsible for strategy and policy. Department heads oversee functions and ensure targets are met.
The document provides information on several consumer goods companies operating in Pakistan, including Unilever Pakistan, Reckitt Benckiser, and Procter & Gamble. Unilever Pakistan is the largest FMCG company and operates factories around the country. It markets food brands like Knor and Blue Band, and personal care brands like Lux and Lifebuoy. Reckitt Benckiser is a global leader in household cleaning products and markets brands like Dettol, Durex, and Strepsils in Pakistan. Procter & Gamble entered Pakistan in 1991 and markets brands like Head & Shoulders, Oral-B, Vicks, and Safeguard soap. The companies utilize effective marketing strategies like brand building,
GloboBoss Event Management Company Profileguest85c15b
The document provides information about GloboBoss, an events management and marketing consultancy company based in Pakistan. It was founded in 2006 and has regional offices in several Pakistani cities. GloboBoss offers a range of services including events management, SMS marketing, promotions, research, and advertising. Some of its top clients are in various industries such as banking, telecom, food and beverages. The document shares details about GloboBoss' team, achievements organizing various events, and contact information.
TV INDUSTRY REPORT gives the overall picture of advertising on TV during the period Jan’13 to Dec’14. It covers top advertisers, categories and brands and their % share in total advertising in terms of minutes along with comparison with 2013. The report also focuses on share of TV channels, share of each genre and ad-spend split over the time slots.
DATA SOURCE: MEDIA BANK PAKISTAN
BASE: Spot TVC’s
IMPORTANT: All the ranking are on the basis of minutes, which does not reflect the ranking on the basis of ad spend.
Walls is a leading ice cream brand in Pakistan and uses a combination of push and pull strategies to promote its products. It utilizes various promotional tools including advertising, sales promotions, and public relations. Walls advertises heavily on television and print media. It also engages in sales promotions such as discounts, coupons, and special offers. Additionally, Walls focuses on building strong relationships with customers, distributors, retailers, and street vendors through various incentive programs. Walls allocates its promotional budget using an objective-and-task method to fund its defined promotional goals and activities.
Axe uses a targeted marketing strategy focused on young men aged 16-35. It positions itself as a cool, confident brand through provocative advertising campaigns. Axe's promotional mix includes TV, print, and online advertising, as well as sales promotions, interactive games, mobile apps, events, and publicity stunts. The brand's unconventional innovations and adventurous marketing approach have helped it become the leading male deodorant brand in India.
Comparison - Unilever Vs P&G- International Business and Marketing StategiesSwapnil Mali
This document provides a comparative discussion of the strategies used by Unilever and Procter & Gamble (P&G). It analyzes each company's brands and innovations, market presence, production strategies, and approaches to standardization and adaptation. The analysis finds that while both companies have been successful, Unilever has pursued a more globally balanced growth strategy, allowing it to potentially surpass P&G, whose focus has been more on its home market in the US.
Surf Excel has been the dominant washing powder brand in Pakistan for 40 years. It aims to build loyalty through high quality and adapting to consumer needs over time. Unilever focuses on conveying the message that dirt is good for children through their advertising campaigns, which target mothers as the primary decision makers. Their marketing strategies include maintaining the "dirt is good" positioning through new TV commercials, expanding their target market beyond the middle class, and introducing new package sizes while providing discounts on bulk purchases to distributors. The objective is to continue growing sales and market share against competitors like Ariel.
The document acknowledges and thanks various people who helped in completing a report on Lipton Cardamom Tea. It thanks Allah for giving the ability to complete the report. It also thanks the teacher, Miss Shehnaz Meghani, whose guidance helped in preparing the report. Special thanks are given to Mustafa A. Khan, Managing Director of Trust Professional (Pvt) Ltd, who provided detailed information about the product. The document states that all those involved played an active role and hopes the report provides useful knowledge and information to readers.
The document discusses top soap brands in India. It provides background on the introduction of soap to India during British rule. The top three soap brands in India today are Hindustan Unilever Limited, Godrej, and Nirma, which together account for 88% of the market share. HUL is a dominant player with brands like Lux and Lifebuoy. The document also shares results from a survey on consumer soap preferences and brand perceptions in India. The top five preferred brands according to the survey are Lux, Dove, Pears, Dettol, and Lifebuoy.
Origin of lux and product life cycle stages AparnaPraveen6
Lux soap was introduced in America in 1925 by Lever Brothers and was advertised as comparable to French soap but more affordable. By 1928 it had a national marketing campaign and endorsements from 414 Hollywood actresses.
The document then discusses the product lifecycle stages - introduction, growth, maturity, and decline. It provides details about Lux's performance and marketing strategies in each stage. In the introduction stage, it only had one competitor. In growth it expanded markets. In maturity it launched new product lines and remains through creative strategies. In decline it faced issues like currency fluctuations, slowdowns, and competition. Currently Lux is a market leader in several countries.
This document provides an overview of Hindustan Unilever Limited (HUL), a leading consumer goods company in India. It discusses HUL's history, vision, key brands like Dove and Lux, marketing strategies, growth, and product portfolio spanning over 40 brands across 12 categories. Dove and Lux soaps are positioned as premium beauty brands targeting women. Dove educates on true beauty beyond physical appearance, while Lux offers quality products at affordable prices with strong branding. The document also briefly outlines HUL's revenue growth and concludes with references.
Hindustan Unilever Limited Marketing and Promotional Mix by Haresh ChaudharyHareshChaudhary15
Lux soap is HUL's top selling brand, accounting for over 50% of the Indian soap market. It uses celebrities like Aishwarya Rai and Shahrukh Khan in its advertising and has had numerous promotional offers. Lux has a wide distribution network of over 1.3 million outlets across India and 71 manufacturing plants globally, ensuring widespread availability. Through various communication strategies including advertising, public relations, and celebrity endorsements, Lux maintains its image as a premium beauty soap.
Hindustan Unilever Limited is India's largest fast-moving consumer goods company that was incorporated in 1933. It is a subsidiary of British-Dutch company Unilever and has over 35 brands spanning 20 categories. HUL is headquartered in Mumbai and has a wide distribution network of over 6 million retail outlets across India. The company focuses on areas like oral care, skin care, hair care, laundry, and food and beverages. It employs sustainable business practices and rural development initiatives such as Project Shakti.
A BRIEF DESCRIPTION ABOUT LUX SOAP, ITS PRODUCT LIFE CYCLE, THE STRATEGIES USED BY THE COMPANY DURING EACH STAGES AND REASONS FOR THE CURRENT LIFE CYCLE STATUS OF THE COMPANY
How does Unilever apply different strategies to gain competitive advantage?Tasmi Turin
Unilever is an Anglo-Dutch multinational consumer goods company that owns over 400 brands in foods, beverages, cleaning agents, and personal care products. It has a dual-listed structure with headquarters in both London and Rotterdam. Unilever was founded in 1930 from the merger of British soap maker Lever Brothers and Dutch margarine producer Margarine Unie. Today it is the world's third largest consumer goods company, employing over 173,000 people globally.
L'Oreal is a global leader in the skin care industry, generating 11.4% of the industry's value. It has over 23 global brands across different product categories including hair care, skin care, hair color, makeup, and fragrances. L'Oreal has positioned itself as both a high-end luxury brand and affordable brand for mass consumers. It promotes its products through various advertising channels and celebrity endorsements to remain a top competitor in the skin care market.
Unilever is one of the world's leading suppliers of fast-moving consumer goods, operating in around 100 countries with over 400 brands. It was founded in 1930 through the merger of Dutch and British companies. Unilever owns several billion Euro brands, including Axe and Dove. Axe produces men's grooming products and markets to young adult males, while Dove aims to boost women's self-esteem by celebrating real beauty in all shapes and sizes. Both brands successfully engage their target audiences through personalized marketing strategies and messages.
Unilever owns the Dove brand, which started in 1955. Dove has a variety of skin care products including soaps, deodorants, body washes, and lotions. It markets globally and particularly in Canada. Dove uses advertising in magazines and TV to promote messages of "real beauty" using normal women rather than models. Initially high prices were a challenge in India but prices lowered, aiding growth. Dove targets women of all ages and incomes and positions itself as a brand celebrating real beauty for all.
Hindustan Unilever & its marketing strategiesJamila Bano
Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods company with a portfolio of brands across personal care, beauty, home care and food and beverages. Some of HUL's major brands include Lux, Lifebuoy, Surf Excel, Rin, Wheel, Fair & Lovely, Pond's, Vaseline, Lakmé, Dove, Clinic Plus, Sunsilk, Pepsodent, Closeup, Brooke Bond, Lipton, Knorr, Annapurna and Kwality Wall's. HUL utilizes various marketing strategies tailored for both urban and rural India, such as a strong distribution network, initiatives like Project Shakti
This document provides an overview of Hindustan Unilever Limited (HUL). Some key points:
- HUL is India's largest fast moving consumer goods company with 100 factories across India. It is majority owned by Unilever.
- HUL has a diverse portfolio of brands across personal care, beauty, home care, food and beverages, and other categories. Major brands include Lux, Lifebuoy, Dove, Sunsilk, Pepsodent, Brooke Bond, Kwality Wall's.
- HUL faces competition from other major FMCG companies in India. It employs strategies like rural distribution projects and working with self help groups to reach customers across urban and rural
This document discusses market segmentation strategies for Nestle and Dove. It begins by defining market segmentation as dividing a market into subgroups based on behavioral, demographic, psychographic, and geographic differences to design tailored marketing mixes. It then provides an overview of Nestle, its products, and revenues. Examples are given of Nestle's segmentation for Nescafe coffee and bottled water. The document also introduces Dove and its market share before examining segmentation strategies for Dove shampoo and soap. Interesting facts about Dove's focus on celebrating all women are shared.
Dove is a brand of personal care products owned by Unilever that was first launched in 1957. Over time, Dove shifted its brand messaging from focusing on functional benefits to launching its "Campaign for Real Beauty" in the 2000s. This campaign featured more diverse models and aimed to change societal views on beauty. It garnered significant attention and controversy through various print and video ads. Unilever adopted an integrated marketing approach for Dove and centralized some brand functions while decentralizing others to regional markets. The "Campaign for Real Beauty" helped grow Dove's revenues by $1.2 billion.
Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods company with a variety of home and personal care products. HUL has a vision to add vitality to life through its brands that improve people's lives in a sustainable way. The company has a large market share in India due to its diverse product line including personal care brands like Lux and Lifebuoy, food and beverage brands like Brooke Bond and Lipton, and water purifiers. HUL focuses on innovation, quality control and corporate social responsibility programs to strengthen its business and communities.
Marketing plan of Unilever Bangladesh | Marketing plan (LUX)AurponArafat
This document provides a market plan for Unilever's LUX brand in Bangladesh. It discusses Unilever's target market as the urban and sub-urban middle and upper middle class. It reviews LUX products, marketing environment, competition and distribution channels. A SWOT analysis is presented. The marketing strategy discusses the 4Ps - product, price, place and promotion. Objectives, budgets and controls are also summarized. Unilever aims to maintain its market leadership through innovative products and aggressive marketing campaigns while expanding to new segments.
This document provides an overview of how the Dove brand has evolved over the years and consumer perceptions of the brand. It discusses Dove's brand evolution story from 1957 to 2007, including key changes to its advertising messages and positioning. During this period, Dove shifted from focusing on its moisturizing properties to using "real women" in ads to more recent campaigns promoting self-esteem and confidence. The document also analyzes Dove's logo evolution and changes in consumer perceptions of the brand as it expanded its product lines and campaigns.
The document provides an overview of Unilever's history and operations. It discusses how Unilever was formed through the merger of Margarine Unie and Lever Brothers in 1929. It also outlines Unilever's vision of helping people get more out of life through small everyday actions that can make a big difference. Finally, it discusses Unilever's sustainability efforts and goals to double its business while reducing its environmental footprint.
Unilever is one of the world's largest packaged goods companies operating in many countries. In the late 1990s, it streamlined its vast portfolio and focused on brands like Dove. Dove soap was launched in 1955 containing a patented mild cleansing ingredient positioned as a beauty bar that moisturizes skin unlike drying regular soap. Advertisements showed cream being poured into the bar. A dermatologist study found Dove dried and irritated skin less than other soaps, leading Unilever to aggressively market Dove and gain over 24% of the market by 2003. Dove has since expanded into body wash, hand wash, face care, hair care, deodorant, and body lotions.
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
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As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
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The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
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We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
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Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
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The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
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Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
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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