...Unilever, where the company holds 60.75% share whereas the Government of Peoples Republic of Bangladesh holds 39.25% share. Unilever’s one of the most popular brand is LUX. They segments LUX.’s market according to geographical locations. It further differentiates these segments into Socio Economic Cluster (SEC) which takes into account the criteria of education and profession which ultimately measures the financial ability of consumers. The cluster is divided into five parts starting from A to E. Unilever targets the urban and sub urban upper middle class and middle class segment of the population, who falls under A to C of SEC. Tactical marketing tools, 4P’s, are extensively used by the company to market LUX. Though LUX is produced in Bangladesh, Unilever Bangladesh maintains the same standard all around the globe. The product is available in six different fragrances under three different sizes. Since the demand for beauty soap market is to a great extent oligopolistic, variations in price lead to price war which can eventually break down the company’s market share. Thus Unilever cannot provide a better price than its competitors. But the price is affordable by most of the people. Unilever Bangladesh has outsourced its distribution channels to third party distributors which allow them to distribute LUX in massive bulks amounting to around ten million pieces. It undertakes the largest promotional activities in the beauty soap industry. The beauty soap industry has a few...
Words: 2969 - Pages: 12
...Lux (soap) From Wikipedia, the free encyclopedia Jump to: navigation, search Lux Laundry Soap Ad, 1916 Lux soap was first launched in the UK in 1899 as a flaked version of Sunlight soap. Subsequently it was launched in the US in 1916, and marketed as a laundry soap targeted specifically at 'delicates'. Lever Brothers encouraged women to home launder their clothes without fear of satins and silks being turned yellow by harsh lyes that were often used in soaps at the time. The flake-type soap allowed the manufacturer some leeway from lye because it did not need to be shaped into traditional cake-shaped loaves as other soaps were. The result was a gentler soap that dissolved more readily and was advertised as suitable for home laundry use.[1] Lux is currently a product of Unilever. The name "Lux" was chosen as the Latin word for "light" and because it was suggestive of "luxury."[1] Lux toilet soap was introduced as a bathroom soap in the US in 1925, and in the UK in 1928 as a brand extension of Lux soap flakes. Subsequently Lux soap has been marketed in several forms, including handwash, shower gel and cream bath soap. Lux soap was launched in India in 1929. The very first advertisement in 1929 featured Leela Chitnis as its brand ambassador. It was branded in India as "the beauty soap of film stars'. As of June 2009 Lux is sold in over 100 countries Celebrity endorsements Hollywood Since the 1930s, many well-known Hollywood actresses have marketed the soap to women as...
Words: 1472 - Pages: 6
...tragedy only makes the remaining Lisbon sisters more fascinating to the boys, who manage to obtain Cecilia's surprisingly mundane diary and read it aloud obsessively to each other, imagining themselves into the girls' lives. Yet they can neither find nor intuit a ready explanation for her death. Unsure of how to console the reclusive Lisbons, the neighborhood women send flowers, while the men organize to remove the fence on which Cecilia landed. Neither act receives much response from the Lisbons, but the neighborhood feels its duty has been done. Summer ends, and the four remaining Lisbon girls return to school, where they keep largely to themselves. Mr. Lisbon, a high school math teacher, arrives early and throws himself into his work. Lux Lisbon, the prettiest of the sisters, has several clandestine relationships, despite her...
Words: 1250 - Pages: 5
...Term Paper On LAUNCHING OF LUX FACE WASH (With reference to course, MARKETING MANAGEMENT, MGT 514) Submitted to: Submitted by: Dr. GIRISH TANEJA RAJIV GUPTA ROLL NO: B34 SEC: RR1902 REG NO: 10901946 ACKNOWLEGEMENT First of all we would like to thank Lovely Professional University and take the opportunity to do this project as a part of the M.B.A. Many people have influenced the shape and content of this project, and many supported me through it. I express my sincere gratitude Dr .GIRISH TANEJA sir for assigning me a project on LAUNCHING OF LUX FACE WASH which is an interesting and exhaustive subject. He has been an inspirational and role model for this topic. His guidance and active support has made it possible to complete the assignment. I would also like to thank my friends who have helped and encouraged me throughout the working of this project. Last but not the least I would like to thank the Almighty for always helping me RAJIV GUPTA Index Company profile Business Mission Market Objective Situation Analysis SWOT Analysis Marketing Strategy Marketing Mix Implementation, Evaluation and Control Conclusion LUX Company Profile Since 1929, Lux in step with the changing trends and evolving beauty needs of the consumers, offers an exciting range of soaps and Body Washes with unique elements to make bathing time more pleasurable. One can choose from a range of skincare benefits like firming, fairness and moisturising. Lux stands for the promise of...
Words: 3284 - Pages: 14
...Lux : Celebrating Beauty Brand : Lux Company: HLL Agency : JWT Brand Count :190 Lux is a super brand that celebrated beauty across the world since 1925. The soap which was endorsed by the beautiful film stars came to India in 1929. Lux has been the largest selling personal wash brand in the country. Lux has effectively managed its PLC through careful brand building and changing the product in line with the changing consumer. The brand is being positioned as the favorite soap of Film stars has been consistent interms of communication and positioning. The brand is also the classic example of successful celebrity endorsement. The first celebrity to endorse the brand was Leela Chitnis . From Leela to Aishwarya , From Madhuri to Madhubala, Lux has been endorsed by more than 50 film stars ( a sort of record isn't it). But in all these communications, the celebrity never shadowed the brand. Lux was always changing with the times. Whether it be interms of the product or interms of promotions, the brand kept the consumers excited. Lux has two basic extensions interms of segments. Lux beauty soap and International Lux. Lux was initially a premium brand. Lux was being projected as an aspirational brand and the endorsements by stars further reinforced the positioning. The increasing competition in the soap category forced Lux to rethink on its targeting strategy. The brand had a choice either to compromise on market share and uphold the premium positioning or to retain the...
Words: 1376 - Pages: 6
...Advertising of Lux in India Selection of Media: There are number of Sources available for passing the product message. These are as follows; Television Radio Outdoor- Billboards, Magazines Newspapers Brochures Internet Lux has made it a point to use every above source for its advertisement. However the most frequent source used is television. Lux was launched in India in 1929. Its slogan was “the beauty soap of film stars.” The first advertisement was by actress Leela Chitnis as the brand ambassador. It has heavily advertised in India using Bollywood actresses as its brand ambassadors from Asha Parekh, Mala Singh, Hema Malini, Rekha, Kareena Kapoor Khan, Aishwarya Rai Bachchan, Priyanka Chopra and Katrina Kaif in the latest ads. The brand had used male actors only twice in its advertisements – Shahrukh Khan was featured on the completion of the 75th years of Lux soap brand in 2005. Lux ad with the brand ambassador Leela Chitnis. Shah Rukh Khan with the four Ladies Aishwariya Rai Bachchan with Abhishek Bachchan. Abhishek Bachchan came along with Aishwarya Rai Bachchan in the year 2009 which was aired along with a promotional offer. Katrina Kaif has been roped in to becoming the brand ambassador of Lux. In the advertisement of July, 2012, that stars both Katrina Kaif and Shahrukh Khan in the campaign, endorsed two variants of the Lux soap – Lux Peach and Cream and Lux Strawberry and Cream. The fragrance of the new Lux soap stands for love...
Words: 1186 - Pages: 5
...Unilever, where the company holds 60.75% share whereas the Government of Peoples Republic of Bangladesh holds 39.25% share. Unilever’s one of the most popular brand is LUX. They segments LUX.’s market according to geographical locations. It further differentiates these segments into Socio Economic Cluster (SEC) which takes into account the criteria of education and profession which ultimately measures the financial ability of consumers. The cluster is divided into five parts starting from A to E. Unilever targets the urban and sub urban upper middle class and middle class segment of the population, who falls under A to C of SEC. Tactical marketing tools, 4P’s, are extensively used by the company to market LUX. Though LUX is produced in Bangladesh, Unilever Bangladesh maintains the same standard all around the globe. The product is available in six different fragrances under three different sizes. Since the demand for beauty soap market is to a great extent oligopolistic, variations in price lead to price war which can eventually break down the company’s market share. Thus Unilever cannot provide a better price than its competitors. But the price is affordable by most of the people. Unilever Bangladesh has outsourced its distribution channels to third party distributors which allow them to distribute LUX in massive bulks amounting to around ten million pieces. It undertakes the largest promotional activities in the beauty soap industry. The beauty soap industry has a few...
Words: 2982 - Pages: 12
...Name Subject Professor : : : Mansukh Patel Strategic Business Marketing Mr. M Natrajan Paper: Market Demand / Potential – LUX Soap PRODUCT PROFILE • • • • • LUX is a global brand developed by Unilever. The range of products includes beauty soaps, shower gels, bath additives, hair shampoos and conditioners. LUX started as “Sunlight Flakes” laundry soap in 1899. In 1924, it became the first mass market toilet soap in the world. It is noted as a brand that pioneered female celebrity endorsements. As of 2005, Lux revenue is at 1.0 billion euros, with market shares spread out to more than 100 countries across the globe. Today, Lux is the market leader in several countries including Brazil, India, Thailand and South Africa. For years, LUX has been one of the India top soaps that offer a way to gain smooth and fair looking skin without worrying too much on how old the user is. LUX soap came from one of the biggest corporation in the India today, Unilever. LUX is a personal care brand owned by Unilever. LUX is primarily made from synthetic surfactants, as well as some vegetable oil based soap ingredients, such as sodium palm kernelate. LUX is formulated to be pH neutral, with a pH that is usually between 6.5 and 7.5. As paper title specify, market research is done for the LUX soap to estimate the current demand and market potential. Market research is the process through which one can indentifies the basic problems area relating the product demand, its potential and as conclusion...
Words: 1320 - Pages: 6
...Strengths – 1. Lux possesses a very strong network of market research. Door to door surveying and sampling is done annually in rural as well as urban areas selectively. 2. Lux has a very wide range of products to offer. 3. The parent company of Lux has helped in establishing a strong supply and distribution network. Besides, it also has access to the resources of the parent company of Unilever. 4. Lux possesses a very strong brand image in the market. 5. The focus of Lux is going strong on beauty segment. 6. Lux is a dynamic brand and is undergoes changes as per the changes in demand and trends, which is evident from the launch of the new range of body washes – Magical Spell, Scarlet Blossom, Strawberry & cream and Peach and cream have been launched with the tag line of the secret to liquid silk skin. 7. The brand has innovative sales promotions tactics that spread across different forms of media – print, electronic and social. 8. The brand is known to deliver value-for-money in the eyes of the consumers. 9. It has a broad market presence and mass appeal, being the market leader in so many countries. As per the BCG matrix, developed by the Boston Consulting Group, Lux can be put into the STAR category for high market growth and high market share. Weaknesses – 1. Lux lacks a unisex appeal as it has essentially been portrayed as a women’s beauty soap and has a lot of feminine appeal. 2. The wear rate of the soap is very high. It gets dissolved pretty fast and gets mushy...
Words: 769 - Pages: 4
...Analyzing The Market Of Lux Executive Summary Unilever is a multinational consumer product manufacturing giant operating in over hundred countries all around the globe. Unilever Bangladesh is the Bangladesh chapter of Unilever, where the company holds 60.75% share whereas the Government of Peoples Republic of Bangladesh holds 39.25% share. Unilever’s one of the most popular brand is LUX. They segments LUX.’s market according to geographical locations. It further differentiates these segments into Socio Economic Cluster (SEC) which takes into account the criteria of education and profession which ultimately measures the financial ability of consumers. The cluster is divided into five parts starting from A to E. Unilever targets the urban and sub urban upper middle class and middle class segment of the population, who falls under A to C of SEC. Tactical marketing tools, 4P’s, are extensively used by the company to market LUX. Though LUX is produced in Bangladesh, Unilever Bangladesh maintains the same standard all around the globe. The product is available in six different fragrances under three different sizes. Since the demand for beauty soap market is to a great extent oligopolistic, variations in price lead to price war which can eventually break down the company’s market share. Thus Unilever cannot provide a better price than its competitors. But the price is affordable by most of the people. Unilever Bangladesh has outsourced its distribution channels to third party distributors...
Words: 380 - Pages: 2
...Group | IPO | 2001 (Public Ltd Company) | Website | www.keyagroupbd.com | | | Corporate Logo Where Are We Now? Core Product Description Name: Keya Super Beauty Soap Corporate Owner: Keya Group Manufacturer: Keya Soap Chemicals Ltd Brand Name Keya Variants Name Keya Super Beauty Soap (White, Pink & Green) Keya Super Lemon Soap (Lemon) History Keya Super beauty Soap is presently at its growth stage and Keya is currently one of the leading brands in Cosmetic Industry of Bangladesh. Back in 2000-2005, Keya is quite popular among the customers because of its attractive packaging & advertisements featuring renowned celebrities. Nowadays, the sales are somewhat less. Most people buy Meril, Tibet or Lux. Product Description The attractive and colorful packaging of Keya Soaps attracts the customer and gives them a unique feeling of different flavored soaps. Packet colors are being selected as per different soaps. Since Keya has various kinds of Soaps, its packaging contains abstracts and images of flowers or may be image of lemon. The soap somewhat includes some girly designs to attract...
Words: 3776 - Pages: 16
...Soap | Parent Company | Keya Cosmetic Ltd. Of Keya Group | IPO | 2001 (Public Ltd Company) | Website | www.keyagroupbd.com | || Corporate Logo Where Are We Now? Core Product Description Name: Keya Super Beauty Soap Corporate Owner: Keya Group Manufacturer: Keya Soap Chemicals Ltd Brand Name Keya Variants Name Keya Super Beauty Soap (White, Pink & Green) Keya Super Lemon Soap (Lemon) History Keya Super beauty Soap is presently at its growth stage and Keya is currently one of the leading brands in Cosmetic Industry of Bangladesh. Back in 2000-2005, Keya is quite popular among the customers because of its attractive packaging & advertisements featuring renowned celebrities. Nowadays, the sales are somewhat less. Most people buy Meril, Tibet or Lux. Product Description The attractive and colorful packaging of Keya Soaps attracts the customer and gives them a unique feeling of different flavored soaps. Packet colors are being selected as per different soaps. Since Keya has various kinds of Soaps, its packaging contains abstracts and images of flowers or may be image of lemon. The soap somewhat includes some girly designs to attract women. And the brand logo is visible so clearly in the...
Words: 3790 - Pages: 16
... |Institute |Degree |Specialization |Marks/Grade | |2010- 2012 |GLOBSYN BUSINESS SCHOOL |PGDM |MARKETING |CGPA-5 | |2004 -2008 |JIS College of Engineering , Kalyani |B.TECH |BIO-MEDICAL ENGG. |81 % | |2003 |Asokenagar Banipith Girls Higher |W.B.C.H.S.E |SCIENCE |58 % | | |Secondary School | | | | |2001 |Asokenagar Banipith Girls Higher |W.B.S.E |GENERAL |66 % | | |Secondary School | | | | Summer Internship at ‘Max Bupa Health Insurance’ “Awareness of Health Insurance in Indian Economy ” – A comprehensive market survey of Insurance industry and creating awareness of health insurance. It also included selling Individual and Group health insurance policies. Projects done during PGPM ➢ MARKET RIVALRY: LUX Vs LIRIL ➢ MOTIVATION ➢ SUGGESTIVE MARKETING STRATEGIES OF 3G CONSUMPTION PATTERN ➢ CONSUMPTION PATTERN OF SHIRT Achievements Certificate in Computing 2008 from IGNOU Computer Proficiency - MS Windows 7, MS Office, MS Access, C ...
Words: 369 - Pages: 2
...and should cover all areas of marketing strategy. For each of these you have been provided a set of assumptions and a list of expectations. Good Luck! Key Assumptions |Assumptions |Year 1 |Year 2 |Year 3 |Year 4 |Year 5 | |$/PKR Exchange Rate |80 |85 |90 |95 |100 | |Inflation (YOY) |5% |10% |5% |5% |5% | |Sales Tax** |17% |17% |17% |17% |17% | |Distributor Margin*** |12% |12% |12% |12% |12% | |Corporate Tax Rate |35% |35% |35% |35% |35% | *Inflation has already been applied to all year 1 Costs **Sales Tax: is applied on your consumer price ***Distributor Margin: is the incentive/payment made for your distributor. This amount applies on your total revenue Key Expectations You are required to act as the brand manager keeping into consideration both short term & long term impact of your decisions. Evaluation will be made on the basis of how you deliver value by incorporating a sustainable strategy. Marketing Plan The task at hand is to come up with a marketing plan for Zest in...
Words: 1190 - Pages: 5
...STRATEGIC MANAGEMENT PREPARED BY: Alifiya Sherawala – 3955643 Diviya Tolani – 3749083 Ismail Sorathia – 3946794 Mohammad Abdullah - 3916881 SUBMITTED TO: Dr. Valerie Lindsay Mr. Harshit Jain SUBMITTED ON: 18TH December 2012 Table Of Contents | Page No. | Introduction | 3 | Overview of the toilet soap industry | 4-5 | Primary Survey | 5-7 | Porters Five-Force Model | 8-10 | Product Development | 10-11 | S.W.O.T Analysis | 11-12 | The Media Mix | 13 | Conclusion | 14 | References | 15 | Introduction The following report is with respect to proposing a business plan. We, as the General Managers of DITRA would like to show how we plan to launch a new soap to add to the product line and step in to personal care category in the year 2013 and achieve the objective to achieve 10 million sales from soap with 20% gross margin. Al Batha is one of the largest private business groups in the UAE and is more than 50 years old. They generate a turnover of over US$ 1.5 billion and have businesses spread throughout Middle East and North Africa. The Group consists of more than 20 autonomous companies in the diversified sectors of automobiles, pharmaceuticals, contracting, manufacturing, electronics, FMCG, real estate, education and trading. (Al Batha Group, 2006) Ditra, home & personal care products was established more than 30 years ago to provide spray dried detergent powders for the local market. Today it has evolved...
Words: 3192 - Pages: 13
