...Market Segmentation, Targeting and Positioning Markets Market segments for Bicycles 1 (Exercisers) 2 (School-goers) 3 (Transportation riders) 4 (Adventurers) Markets MARKET SEGMENTS Groups of customers with different wants, buying preferences or product-use behavior TARGET MARKET A market segment for which the seller designs a marketing mix Market Segmentation Process of dividing the total market for a good or service into several smaller, internally homogeneous groups Members of each group are similar with respect to the factors that influence demand Process of Market Segmentation Identify wants within a market Identify characteristics that distinguish the segments Determine size and satisfaction Market Segmentation Conditions Measurable and Obtainable Data Segment is Accessible ...
Words: 820 - Pages: 4
...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
...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 into a company that focuses on developing and distributing brands in the home and personal care markets-including the flagship brand TAJ. As the regions leading contract manufactures of multinational products-it inherits world-class...
Words: 3192 - Pages: 13
...will succeed Patrick Cescau as Group Chief Executive. The company is widely listed on the world’s stock exchanges. 1.2 Origin of report Since practical orientation is an integral part of the BBA program, I tried to expose real life performance of Uniliver by preparing this report. To prepare this report I have come across with different information of the Uniliver. From the collected information I understand the company’s activities in the market as Uniliverll as in their internal preparation for marketing and others activities. I expect that this report will fulfill the requirement of BBA program and provide a clear idea about the Uniliver activities and other multi-national company’s effort in the Bangladesh. Thus, Uniliver can get deep understand of actual situation of MN’s company’s activities by analyzing their exposed strategy . 1.3 Objective This Study is intended to analyze marketing strategies used by Unilever Bangladesh Ltd and globe. The main purpose of the study is to find what strategies the company uses to market its products and brands...
Words: 19567 - Pages: 79
...their unified structure. Both Unilever companies have the same directors and effectively operate as a single business. The current non-executive Chairman of Unilever N.V. and PLC is Michael Treschow while Patrick Cescau is Group Chief Executive, who will retire at the end of 2014. Mr Paul Polman will succeed Patrick Cescau as Group Chief Executive. The company is widely listed on the world's stock exchanges. 1.2 Origin of report Since practical orientation is an integral part of the MBA program, I tried to expose real life performance of Unilever by preparing this report. To prepare this report I have come across with different information of the Unilever. From the collected information I understand the company’s activities in the market as Unilever as in their internal preparation for marketing and others activities. I expect that this report will fulfill the requirement of MBA program and provide a clear idea about the Unilever activities and other multi-national company’s effort in the Bangladesh. Thus, Unilever can get deep understand of actual situation of MN’s company’s activities by analyzing their exposed strategy. 1.3 Objective This Study is intended to analyze marketing strategies used by Unilever Bangladesh Ltd and globe. The main purpose of the...
Words: 20044 - Pages: 81
...TOPIC BRANDING STRATEGY OF HINDUSTAN UNILEVER LIMITED SUBMITTED BY PRIYANKA S. TELANG UNDER THE GUIDANCE OF SAMADHAN KHAMKAR IN THE FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF BACHELOR OF MANAGEMENT STUDIES UNIVERSITY OF MUMBAI ACADEMIC YEAR 2009-2010 CHIKITSAK SAMUHA’S S.S & LS PATKAR VARDE COLLEGE OF ARTS COMMERCE & SCIENCE AND V.P VARDE COLLEGE OF COMMERCE & ECONOMICS,GOREGAON (W) MUMBAI -62 1 CHIKITSAK SAMUHA’S PATKAR – VARDE COLLEGE OF ARTS, COMMERCE SCIENCE. GOREGAON (W), MUMBAI -400063 CERTIFICATE This is to certify that PRIYANKA SHASHIKANT TELANG OF T.Y.Bachelor of Management studies VI (2009-2010) has successfully completed the project on “BRANDING STRATEGY OF HUL” under the guidance of SAMADHAN SIR. COURSE CO-ORDINATOR PROJECT GUIDE/INTERNAL EXAMINAR EXTERNAL EXAMINER 2 CHIKITSAK SAMUHA’S PATKAR – VARDE COLLEGE OF ARTS, COMMERCE SCIENCE. GOREGAON (W), MUMBAI -400063 DECLARATION I, PRIYANKA TELANG OF Patkar –Varde College of TYBMS (semester VI) hereby declare that I have completed this project on “BRANDING STRATEGY OF HUL” during the academic year 2009-2010. The information submitted is true and original to the best of my knowledge. DATE: SIGNATURE OF STUDENT PLACE: MUMBAI 3 ACKNOWLEDGEMENT I wish to express my profound gratitude to PROF.SAMADHAN KHAMKAR for his kind support and valuable guidance for the completion of this project. I also express my sincere thanks to my principal and BMS co-coordinators...
Words: 11308 - Pages: 46
...Market Analysis Competitors, Potential Consumer Based on our market research, there are approximately 35 and above competitors in the market. The famous brands includes Dove, LUX, Lifebuoy which are Unilever company product .These brands are very famous and most of the citizens will buy these product as their prices is reasonable and also because of their famous brand. The key success of this company is that the brand loyalty of the company, heavy promotional activities, international standard and high quality design product, innovation and their effective leadership. Soap is a domestic good that people need to use it every day. The major concern is what brand consumer chooses to use. Will the people choose to use our brand? Most of the soaps can be getting at shopping complex, supermarket, grocery store and etc. People will normally buy at these few places once they need it. The market for this good is very large since it is a domestic good and need for everybody. The soaps can be considered as the products need to be repurchased in a frequent basis. Therefore, our target market is all citizens in Malaysia regardless their age, gender, income level and interest. Consumers’ Motivation to Buy In my opinion, our company is better than the Unilever Company. Although they are famous brands company, but it does not guarantee they are the best in every aspect. Nowadays, there are more and more people who are pay attention and put their effort to protect...
Words: 1355 - Pages: 6
...A BRIEF STUDY ON MARKET SRUCTURE AND DEMAND ANALYSIS OF HINDUSTAN UNILEVER TABLE OF CONTENT Sl.no | Content | Page no. | 1.2.3.4.5.6. | Executive summaryIntroductionObjectives and MethodologyFindingsProduct LineSWOT AnalysisCompetitors AnalysisPerformance AnalysisFuture OpportunitiesFuture Projects of HULConclusionBibliography | 34-56789-1213-1515-18192021 | EXECUTIVE SUMMARY Hindustan Unilever Limited is the Indian arm of the Anglo-Dutch company –Unilever. Both Unilever and HUL have established themselves well in the Fast Moving Consumer Goods (FMCG) category. In India, the company offers many households brands like, Dove,Lifebuoy, Lipton,Lux, Pepsodent, Ponds, Rexona, Sunsilk, Surf, Vaseline etc. Some of its efforts were also rewarded when four of HUL brands found place in the ‘Top 10 brands’ list for the year 2008 published in The Economic Times. Unilever was a result of the merger between the Dutch margarine company, Margarine Unie, and the British soap-maker, Lever Brothers, way back in 1930. For 70 years, Unilever was the undisputed market leader but now faces tough competition from Proctor & Gamble and Colgate-Palmolive. HUL is also known for its strong distribution network in India. In order to further strengthen its distribution in the rural areas and to empower the local women, HUL launched a project Shakti in 2000 in a district in Andhra Pradesh. The idea behind...
Words: 2418 - Pages: 10
...Consumer Trends Inside the Soap Category in India |Soap is a product that many people might take for granted or consider rather ordinary, but for some, lathering up | |can be a treasured part of a morning or nightly routine. | | | |Scented or unscented, in bars, gels, and liquids, soap is a part of our daily lives. In the United States, soap is| |a $1.390 million (US$)* industry with over 50 mass market brands. But in some markets the sales potential for soap| |is only beginning to be realized. At the end 2000, soap was a $1.032 million (US$)* business in India. IFF's | |marketing experts offer the following overview of this growing category. | | | |*Source: Information Resources Inc. 2010 data for Year-End 2011 | |[pic] | |Overview of the Indian Soap Category | |India is a vast country with a population of 1,030 million people. Household penetration of soaps is 98%. People | |belonging to different income levels...
Words: 2743 - Pages: 11
...Life partner: With 400 brands spanning 14 categories of home, personal care and foods products, no other company touches so many people’s lives in so many different ways. Its brand portfolio has made us leaders in every field in which we work. It ranges from much-loved world favorites including Lipton, Knorr, Dove and Omo, to trusted local brands such as Blue Band and Suave. From comforting soups to warm a winter’s day, to sensuous soaps that make you feel fabulous, our products help people get more out of life. We’re constantly enhancing our brands to deliver more intense, rewarding product experiences. We invest €1 billion every year in cutting edge research and development, and have five laboratories around the world that explore new thinking and techniques to help develop our products. Continuous development: Consumer research plays a vital role in our brands’ development. We’re constantly developing new products and developing tried and tested brands to meet changing tastes, lifestyles and expectations. And our strong roots in local markets also mean we can respond to consumers at a local level. By helping improve people’s diets and daily lives, we can help them keep healthier for longer, look good and give their children the best start in life. We also believe that the very business of conducting business in a responsible way has a positive social impact. We create and share wealth, invest in local economies and develop people’s skills – both inside our organization...
Words: 2715 - Pages: 11
...Providing innovative incentives to retailers Organizing demand generation activities Logistic Support Evolution of Sales Force Salesman Registered Wholesaler A stock point for company’s products in that market Products manufactured over 40 factories decentralized across 2 million square mile of territory. The operation involves 2000 suppliers and associates. Distribution network consist of 4000 redistribution stockists 6.3 million retail outlets Reaching entire urban population and about 250 million rural consumers Factory Carrying and Forwarding Agent Distributor Urban Area Redistributi on Stockists Star Seller Rural Area Redistribut or Redistribution Stockists Whole seller Family Groceries Retailers Carry and Forward Agents Buffer stock points Resulted in cost saving in terms of direct transportation and reduced time lag delivery Improved customer service to RS Redistribution Stockists Provide distribution units to the company salesman Company Depot Helped in transshipment, bulk breaking, stock point to minimize stock out at the RS level Role by redistribution stockists Financing stock, warehousing facilities, manpower, service to retailers, implementing promotional activities, extending indirect coverage, reporting sales and stock data, Demand simulation and screening for transit damages Markets with population below 50,000 under rural sales organization...
Words: 2369 - Pages: 10
...CONCLUSION 2 Understanding Rural Distribution 2009 EXECUTIVE SUMMARY: The rural population in India is large and accounts for about 75% of the total population, which accounts for about 700 million people. Rural markets obviously also generate a great part of the country's income. Rural markets are growing more rapidly than urban markets. In fact for many products, the rural market accounts for almost as much as 70% of the national demand. Some of the important features or characteristics of Rural Marketing in India Economy are being listed below OPPORTUNITIES • • • • • • Employment in rural areas is getting better which has increased the disposable income for the average rural household. This leads to demand of products The demand burst in the rural market is also attributed to the fact that it has not been exploited and there is a lot of untapped potential in it These markets are large and also very diverse and therefore the opportunities are varied and many Larger population => Larger consumer base => Maximum Opportunity Additionally, the rural economy has not been impacted by the global economic slowdown, according to a recent study by the Rural Marketing Association of India (RMAI) According to a McKinsey survey conducted in 2007, the rural India market would grow almost four times from its existing size in 2007, which was...
Words: 2850 - Pages: 12
...Marketing plan on SHEBA “প্রকৃত সাশ্রয়, সেবার আশ্রয়” PRINCIPLES OF MARKETING Course code: MKT-101 Section: 01 Group Name: Pioneer Marketing plan of SHEBA Submitted To: Natasha Hayat (NHT) Lecturer, East West University. Prepared By Name and id of group Members: Name | ID | Md. Sabbir Hossian | 2012-2-10-035 | Md. Imran Sarker | 2012-2-10-037 | Md. Anik Mulla | 2011-3-10-037 | Mazbah Uddin Bhuiyan | 2012-2-10-203 | Date of submission: 31/07/2013 Acknowledgement First of all, we would like to thank our lecturer Natasha Hayat; department of business administration, East West University. We are grateful to our instructor for her cooperation and help so that we could prepare such a marketing plan of a new business organization. Dynamic and transparent suggestion, constant guidelines, advice and very feasible work though out the project work which smooth the completion of the project. At last once again we lick to praise that person whoever comprehends this project with the name of almighty. 31/07/2013 Natasha Hayat (NHT) Lecturer, Department of BBA East West University. Subject: Submission of MKT-101 group project. Respected instructor, It is really a pleasure for us to submit a marketing plan on our new brand SHEBA. This is to let you know that all of our group members have contributed proficiently to the project. This was truly a fascinating experience for all of us. We have learned a lot from this project and that will be very useful for...
Words: 4101 - Pages: 17
...fragrance created by world renowned perfumer Didier Gaffet. Inspired by the perfume Kenzo Flower and keeping in mind the sensory preferences of Indian women; this Master Perfumer has created a fragrance that’ll make Indian woman feel elegant and polished. In Shah Rukh Khan’s own words, “The fragrance of Lux reminds me of being happy and being in love.” At the shoot, Shah Rukh Khan also said, “I’m happy to be associated with Lux yet again! The fragrance of Lux will captivate you just as it has made me ‘Bekaboo’. The fragrance of Lux that stands for love and sensuality brings out the lover in me.” Katrina Kaif added, “Lux for me is a very special and iconic brand; it symbolizes beauty. When I think of Lux, I think of fun and spontaneity. Lux embodies a type of a woman rather than just soap and of course the fragrance that embodies sensuality. Lux’s amazing fragrance makes the whole experience of bathing fun!” Product Definition Navratna: The most trusted brand in the category. Navratna is a force to recon with cool oil category. It commands a holding of 50% of Market Share of the cool oil market. Amazingly, it has a virtual monopoly in the southern states with a market share of 98 %. We do believe that Navratna will do wonders in the FMCG category in near future. Navratna: The Wonder Oil Today our consumers stand by the side of Navratna because of its efficacy and performance. Navratna has become popular over the period of time because of its "Do Wonder" properties...
Words: 1778 - Pages: 8
...Strategic 1 Management Of UNILEVER STRATEGIC ANALYSIS OF THE ISLAMIA UNIVERSITY OF BAHAWALPUR Strategic 2 Management Of UNILEVER Submitted by: Nadia Shoukat (23) MBA, 4th semester, Section A, (M) Submitted to: Sir Shahid Yaqoob MBA Marketing Submittion Date: 22 May, 2010 THE ISLAMIA UNIVERSITY OF BAHAWALPUR Strategic 3 Management Of UNILEVER DEDICATION WE DEDICATE THIS HUMBLE EFFORT TO The Holy Prophet “HAZRAT MUHAMMAD” (P.B.U.H) The greatest Social Worker, Whose every tear was for The Cause of humanity And also dedicated to THE UNFATHOMABLE LOVE, UNFLINCHING SUPPORT UNTIRING MIDNIGHT PRAYERS AND STEADFASTNESS OF “OUR REVERED PARENTS” WHO HAS BEEN A BEACONHOUSE FOR USFOR THE WHOLE OF OUR LIFE, WHO HAS ALWAYS SHOWED US THE RIGHT PATH, THE PATH OF TRUTHFULNESS AND HONESTY AND WHO HAS BEEN ALONG WITH US THROUGHOUT OUR STUDYING CARRIER THE ISLAMIA UNIVERSITY OF BAHAWALPUR Strategic 4 Management Of UNILEVER Acknowledgements God never spoils any effort; every piece of work is rewarded according to the nature of devotion for it. We are extremely thankful to ALLAH ALMIGHTY Who, in spite of numerous difficulties, vicissitudes and acute frustrations enabled us to probe the present study and dissertation. We bow our head to ALLAH ALMIGHTY for the buntings and the blessings that He has bestowed upon us. Who has given us the courage and stamina to come up to the expectations of our revered teachers and ever...
Words: 5273 - Pages: 22
