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A good report on promotion of Lux Soap
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GROUP MEMBERS
Hira SaeedSitara MuzzamilNaureen YounisSmara Perveen
HISTORY• Lever brothers is founded by
WILLIAM HESKETH LEVER in 1890
• Key player in food & household product industry
• Historically grew through acquisitions
INTRODUCTION
LEVER BROTHERS, THE OLD NAME OF UNILEVER CHANGED INTO UNILEVER AFTER THE MERGER OF LEVER BROTHERS & MARGARINE UNIE IN 1930
UNILEVER IS A MULTI NATIONAL COMPANY
IT IS ONE OF THE LARGEST CONSUMER GOODS COMPANIES IN THE WORLD
ITS BRANDS ARE ON SALE IN 151 COUNTRIES
VISION STATEMENT
Touching hearts, changing lives!
LOGO
This is the logo of “UNILEVER”
CEO UNILEVER PAKISTAN
MR.EHSAN A.MALIK CEO IN PAKISTAN
GENERAL INFORMATION
NO. OF EMPLOYEES 1677
SHARES 13,293,869
SHARE HOLDERS 4171
REVENUE 40.187 BILLIONS (2008)
Product of our concern
Introduction
• Lux soap is a product of Unilever brands and its major market area is India, Pakistan, China, Japan and UK.
• It was first launched in the UK in 1899 as a flaked version of Sunlight soap.
• Sold in over 100 countries. Market leader in countries including Arabia, Brazil, India, Thailand and South Africa.
• Made sales of 1.0 billion euro's in 2005.
Existing Brand- Product Profile
• Product Category: Personal Care Brand
• Logo:
• Slogan:
Lux Bring The Star In You!
LUX Product Range
Lux almond Lux orchid Lux fruit Lux saffron Lux sandalwood Lux rose Lux international Lux chocolate Lux aromatic extracts Lux oil and honey glow etc.
Target Market
LUX is not a highly expensive but an affordable product. That is why the company targets urban and sub urban upper middle and middle class people who are the second highest population of segment of the country. From the segmentation of customer according to SEC they target category A, B and C, because they are assumed to be financially well-off and can afford to buy LUX.
Sitara MuzzamilMBS-08-13
Market Segmentation
Unilever Pakistan Ltd. segments their market according to geographical areas. The population of the country is segmented into three parts,
UrbanSub-urbanRural area consumers
GEOGRAPHICALLY
• Geographically Unilever has global segmentation because it is a multinational company and its product Lux is widely available throughout the world in various countries.
DEMOGRAPHIC
INCOME:-
• A class- bath size• B class- small size
FAMILY SIZE:-
• Large family Bath size (130 gm)• Small family Standard size (85 gm)
AGE:-
Mostly the main users of Lux are singles; their ratio is
very high but the ratio of married ones is also good.
Single 76.7%
Married 23.3%
GENDER:-
Lux is more used by females rather than male because
females are more beauty conscious. Whereas, the
occupation and religion do not greatly affect its
segmentation.
PSYCHOGRAPHICS:
SOCIAL CLASS:-
Psycho graphically upper class and
middle class and upper lower class
greatly affect the segmentation of Lux.
PERSONALITY / LIFESTYLE:-
Status or class conscious mostly buy it because it
tells something about their personality / lifestyle.
Lux (Dus) TV AD 2009.flv
Promotion It spends almost 20% to 25% of its Net proceeds for
promotional activities for LUX.
Since the 1930s, over 400 of the world’s most stunning women have been proudly associated with LUX advertisements.
UPL not only promote LUX in Pakistan for the beauty conscious females, but for males also by including world famous male celebrity Shan for their advertising campaign.
Sponsoring Events
The company goes for sponsoring events in order to heighten the company and brand Image.
fashion shows in different citiesLUX Style Awards etc.
Lux Angelina Teaser TV AD 2009 Directed By Asim Raza.flv
Naureen YounisMBS-08-36
Advertisements
There are number of Sources available for passing the
product message. These are as follows:
Television Outdoor (Billboards) Magazines Newspapers Brochures Internet
News Paper:
Magazine:
Outdoor (Billboards)
Lux Bring The Star In You!
Television
Existing- Brand Ambassadors are,
Lux Ad with Sonya Jahan (2005).flv
PUBLIC RELATIONS
The company has established a consumer department to manage the complaints of the end-users.
A legal department is also dealing with the legal issues and media war
Sales Promotion:
Lux gold star offer: Offering a gold diamond ring in their soaps.
Lux star bano, Aish karo contest: A special promotional pack of lux soap – Scratch card -50 lucky winner got the chance to Iman Ali.
Lux 50th Anniversary Ad (2006).flv
Existing Brand- Competitors
NiveaAvonSafeguardDoveCapriPalmolivePalmy
Smara PerveenMBS-08-14
PRODUCT LIFE CYCLE
Introduction Maturity
“Lux”
Growth Decline
Product Development
Profit
Sales
BCG MATRIX
STARS PRODUCTS OF ULP
High growth rate & high market share
• Lux
• Sunsilk
• Wall’s
• Fair & lovely
• Rafhan
• Energile
STRENGTHS Effective & attractive packaging High quality man power Strong company image Strong brand portfolio Quantity & variety.
WEAKNESSESSubstitutes products of competitors.
Policy of spending for the social responsibility.
OPPORTUNITIESChanging life style of people
New markets
Low income consumers
THREATSCompetitors(P&G,)Political effectsLegislative effectEnvironmental effectEconomic crises
ANY DOUBTS OR QUESTIONS???
THANK YOU!!!