This document summarizes the marketing strategies of 5 soap brands - Lux, Lifebuoy, Meril Splash, Dettol, and Dove. For each brand, it outlines their product lines, pricing, and promotional activities. It notes that each brand targets different segments and positions themselves uniquely to attract customers. In the end, it acknowledges that while each brand has its own strategy, they seem to be successfully attracting their target markets.

1. Group: “Path Finder”
Course ID: MKT340
Course Title: Advertising
Section:2
Semester : Summer 2013

2.  Abdullah Al Foisal 1120952
 Sajib Saha 1121185
 Farjana Afrin 1010241
 Paul Sarder 0920509
 Taufiq Hasan 0510035

3. Lux
Dove
Lifebuoy
Meril
Dettol

4. Lux is a renowned beauty soap brand of
Unilever .
Lifebuoy is an anti bactarial soap of Unilever .
Meril Splash Beauty soap is a skin care
product of Square Toiletries Limited .
Dettol Hand Soap is marketed by Reckitt
Benckiser .
Dove is also marketed by Unilever .

6. The brand is being positioned as the
favorite soap of Film stars has been
consistent in terms of communication and
positioning .
Lux has been segmented on the basis of
geographic areas.
Lux is targeted to the urban , sub-urban,
upper middle and middle class people.

7. Product
Different Variants
Strawberry & Cream
Peach & Cream
Festive Glow
Lux International
Lux Purple Lotus & Cream

8. Price
The retail price of lux is TK28.
Promotion
Celebrity endorsement
Events / Programs sponsorship
Diamond necklace offer etc

10. Initially lifebuoy was targeted at males and positioned
as the health and value platform.
In year 2002 company changed its positioning
strategy, as a family brand.
In 2004; repositioned as ―health protection for
family and me.

11. Product
Lifebouy currently provides Lifebuoy consumers with
four choices
Lifebuoy Strong
Lifebuoy Fresh
Lifebuoy Gold and
Lifebuoy Naturals

12. Price
Offering soaps with modern forms and good sensorial
experience at affordable prices.
Place & Promotion
In addition to its TV campaign
direct consumer contact .
statics, and point-of sale, in order to reach consumers
who do not have access to a television set.

14. The core benefit offered by Meril Splash is freshness.
Meril Splash Beauty Soap is one of the skin care
products of Square Toiletries Limited.
Meril Splash soap especially developed for
Bangladeshi girls, in the local market.

15. Product
Meril Splash Belly
Meril Splash Xtra Fresh
Meril Fresh Cucumber
Meril Fresh Peach
Meril Fresh Turmeric
Meril Splash Fresh Melon

16.  Price : The price of Meril soap is TK35 .
Place&Promotion
sharing consumer research data to improvemeril splash’s
standards according to customer demand and trends e.g.
merilsplash recently introduce a new variant called ‘meril
splash-extra fresh’ which packaging is totally different than
previous.
Sales and distribution manager of Square Toiletries
Limited is ensuring thecomplete coverage of retail outlets.
He ensures that all variants of meril splashsoap are
available on each shopping outlet of Bangladesh

18. Dettol soap target the market in a way of sociality. It
shows the massages of being save from dust and
insects.
Dettol spoke about two themes
a) Speaking about the 99.99% germs killing attribute
b) It is able to kill 98% of microbes in just 15 seconds.

19. Product
Dettol Hand Soap has four variants in the market
available nationally –
Dettol Original,
Dettol Skincare,
Dettol Cool
Dettol Re-energize

20. Price
The price of Dettol of 75gm Tk26 .
Promotion
Dettol targeted to demonstrate and teach over 100,000
school children by 2013 with proper hand-washing
techniques and benefits.
Quiz competitions would be held to encourage
students to wash their hands.

22. Advertising message : “Dove soap doesn’t dry your
skin because it is one-quarter cleansing cream”.
One commonly seen motto for Dove soap is "Go
Fresh" they also are known for running the "Campaign
for Real Beauty."
Rather than models, it used natural looking women
to convey the benefits of the product .
Dove has segmented and targeted the market towards
urban areas .
Blend of marketing communication tools – TV,Print
media and, billboards .

23. Product
Dove Focused on women(non-models)– beautiful in
their own way.
White beauty bar
go fresh Cool Moisture Beauty Bar
Winter Care Beauty Bar

24. Price:
The price of Dove soap is TK110 .
Place & Promotion
The general trade comprises grocery stores, chemists,
wholesale, and general stores.
Various promotional awareness :-
AD commercials on TV by doing comparison with other
products of same range
REAL beauty campaign .

25. After discuss all five brands, we acknowledge that every
brand have their own & unique marketing strategy.
And they trying to attract us in many ways. I would
say, they are successful in their ways. Because their
target markets are happy to use their product.