Brand positioning lux soap in Bangladesh

Eastern university

Submitted for:

Md. Moniruzaman khan

Lecturer

Faculty of Business Administration

Eastern University.

Submitted by:

MD. Al Amin

Id.082200132

Rumana Afroz

Id.082200033

Md.Shahidul Islam Id.082200032

Md.Tarf Hossain Khondakar

Id.082200128

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Table of contents

no. title Page no.1Letter of transmittal32Acknowledgement43Executive Summary64Introduction75Origin of the report7

6Objectives of the report7

7Scope of the report8

8Methodology8

9Limitation8

10Literature review9

11Project part10

12Findings13

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13Recommendation14

14conclusion15

15Meanings of unilever icons16

Executive Summary

Lux is a super brand that celebrated beauty across the world since 1925. Lux has been the largest selling personal wash brand in the country.

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 was initially a premium brand. Lux was being projected as an aspirational brand and the endorsements by stars further reinforced the positioning. Lux has a common ingredient of Milk cream in all the variants.

Although the brand enjoyed success and has sustained its leadership position, of late this brand has been facing issues of stagnation. The stagnation is caused by the plethora of brands competing for the market share and the scope for differentiation has reduced to almost nil. Together with the rush for celebrities to endorse anything from salt to cars, Lux is finding it difficult to sustain growth in this cluttered market.

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While Lux beauty soap is sticking to the age old positioning, Lux international has moved from being a soap brand to a skin care brand. Lux International has the tagline " Not Just Soap, Its Skin Care". When lux reach to the customer their follow some criteria for brand positioning like Marketing strategy , Remarketing, Promotional activities, Line extension, Customer preference, Pricing strategy,realiability.

IntroductionWe all want to be pampered, to look and feel great, to enjoy that moment when anything seems possible. And that's just what Lux offers you on a daily basis at a price you can afford.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 , South Africa and Bangladesh

Developed by Unilever, Lux (soap) is now headquartered in Singapore.

Origin of the report

The course instructor of Brand Management, Md.Moniruzaman khan orally authorized the task of writing a report. My Honorable teacher tells us to do the report group. We selected a topic and worked group.

Objectives of the report

Broad objectives

Find out brand positioning of lux soap in Bangladesh

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Specific objectives

Try to find out marketing strategyTry to find out promotional activitiesTry to find out remarketingTry to find out line extension of luxTry to explore customer preferenceTry to explore pricing strategyTry to explore product reliability

Scope of the report

To prepare this report we went only the uniliver Bangladesh office because of our time limitations, they did not give us enough time for interviewing and also their behavior was not friendly. If they gave us enough time & if they co-operate us, then we can make better report

Methodology

primary method

Mainly we collect our primary data from particular organization, , company representative. User of lux soap.

.secondary method

Which data collect from organization website, newspaper, specific subject survey in Bangladesh?

Limitation

Time limitationCommunication gap between organization and interviewerHave not perfect knowledge of toiletries sectorDifficult to collect require informationTackle tuff situationDifficult to analyze complex data Facing verities types of environment

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Literature review

Beauty describes the combination of qualities that give pleasure to observe or the personal attraction in certain features. It expresses imagination and creativity; it communicates both powerful and sophisticated ideas in works of art. The theme itself is multidimensional and breaks down into different categories: scientific, visual, and internal beauty. For example, in Isaac Asimov's essay, Science and Beauty, the author explains the significance of scientific matter to the general public. When he states, "Nor can we know or imagine how the limitless beauty yet to be revealed in the future by science", Asimov suggests that science is the key to eternal beauty (313). The essay reinforces the understanding that beauty cannot be separated from the nature of science, it should stay intact and be considered, universal. For example, when Asimov inquires, “Should I stare at a single leaf and remain ignorant of the forest?” he relates the theme to space exploration and suggests that one should look at beauty with greater depth (311). These examples expose beauty scientifically. Internal beauty is an important branch of the theme that appears in Alfred Tennyson’s poem, The Lady of Shalott. The poet is famous for the majestic and musical quality in his verse that reveals beauty. For example, in the lines, “She has a lovely face; God in his mercy lend her grace, the lady of Shalott”, Sir Lancelot expresses the natural outer beauty of the lady (168-170. In conclusion, beauty is a broad theme composed of categories which are expressed and play crucial roles in the poem Lady of Shalott and literary essay Science and Beauty.

Published: April 09, 2006

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Project part

organization part

The brand was founded by the Lever Brothers (today known as Unilever) in 1899. The name changed from “Sunlight Flakes” to “Lux” in 1900, a Latin word for “light” and suggestive of “luxury.”Lux toilet soap was launched in the United States in 1925 and in the United Kingdom in 1928. Subsequently, Lux soap has been marketed in several forms, including handwash, shower gel and cream bath soap.Since the 1930s, more than 400 of the world’s most famous female celebrities have been associated with Lux. Marilyn Monroe, Sophia Loren, Natalie Wood, Brigitte Bardot, Demi Moore, Catherine Zeta-Jones, Sarah Jessica Parker and Aishwarya Rai are some actresses featured in Lux advertising campaigns.Our visionUnilever products touch the lives of over 2 billion people every day – whether that's through feeling great because they've got shiny hair and a brilliant smile, keeping their homes fresh and clean, or by enjoying a great cup of tea, satisfying meal or healthy snack.Our MissionIn the last five years, we have built our business by focusing on our brands, streamlining how we work, and improving our insight into the evolving needs and tastes of consumers. Now we are taking the next step in simplification - by aligning ourselves around a clear common mission.

study part

Marketing strategy of lux

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Strategy is simple - build a brand based on beauty ("Beauty Begins With Lux") and then throw millions of dollars at the media to support it.

There is little to no talk of what makes LUX any better or any worse or any different than any other soap. Essentially, they are doing nothing at all to monopolize their marketplace. The marketing strategy that LUX Soap uses is no different than 90% of the large corporations out there - Brand It And Slam It . Meaning they spend time coming up with a catchy tag line, pretty packaging and high priced celebrity endorsements and then spend tens of millions (if not hundreds of millions) of dollars getting the brand out there on radio, tv, store ads etc.

Promotional activities of lux Lux has for long been the beauty soap of international stars, having been endorsed by global stars like Sophia Loren and Catherine Zeta Jones to national stars like Subarna Mustafa and Aupee Karim.In Bangladesh, Lux has sought to provide young, ambitious women with a platform to realize their dreams and ambitions. Starting with tie- ups with Anandobichitra in 1989 and then later with Anandadhara, Lux has been instrumental in introducing to Bangladesh some of the brightest stars, like Aupee Karim, Kushum, Bipasha, Mou and many others. Lux Channel I Super Star will be aired nationally from July and the contest will be run for about three months. Remarketing of lux

Almost every year unilever try to remarketing lux to capture more market share. like:-

New Lux Aqua Sparkle

new Lux Strawberry & Cream

new Lux Peach & Cream

new Lux Honey

Line extension of lux

Lux Strawberry and Cream: Every woman wants to be indulged! Use Lux Strawberry and Cream to fill your skin smooth and silky. Lovingly created with a sumptuous mix of luscious strawberries and moisturizing cream extracts that leaves your skin soft.

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Lux Peach and Cream: No women can resist the pleasure of being pampered. Use Lux Peach and Cream, lovingly created with the blend of juicy peach and moisturizing cream extracts, for a velvety, soft skin. Just gorgeous!Aqua Sparkle: Wake up to a body that looks fresh and full of life. Lux Aqua Sparkle, with refreshing mineral salts and seaweed extracts, is the best kept secret to help renew your skin from bored to full of life! There won’t be dull days!

Customer preference of lux

Unilever’s approach to sustainability prioritises business benefits as well as ethical principles. More than ever, the business is seeing clear evidence that sustainability can drive growth. Whether it’s by stimulating the innovation pipeline, providing customers with sustainability expertise, or winning the hearts of principled consumers, sustainability is helping us win.

Pricing strategy of luxUnilever’s Pricing Strategy is increasing the discount on the normal prices of their products and cutting down marketing and advertising expenditure to compensate. This strategy illustrates the spending power that consumers have in the current price-driven market. The strategy follows on from Procter and Gamble’s pricing strategy where the company instituted major cuts on the discounts they provided on their products and increased advertising instead.

Product reliability of lux

Of course, we can’t promote high standards more widely unless we exemplify impeccable governance ourselves. As described later in this section, our Code of Business Principles requires us to act with total transparency, openness and integrity around the world, staying out of politics and upholding human rights.For instance, we’re the only company to have been named food industry category leader in the Dow Jones Sustainability World Indexes for eleven years in a row. Sustainable Asset Management has named us a Sector Leader, while also awarding us with a Gold

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Class distinction. We’ve been included in the FTSE4Good Index, and have achieved a score of 88% in the latest Carbon Disclosure Project survey.

Findings

Lux marketing strategy is different than other competitors they spend high priced celebrity endorsements and then spend tens of millions (if not hundreds of millions) of dollars getting the brand out there on radio, TV, store ads etc.

It is more amuse that they are doing their promotional activities is different than other competitors,they used famous actresss like Sophia Loren and Catherine Zeta Jones to national stars like Subarna Mustafa and Aupee Karim.

We are boring if we use same thing during long time unilever always try to introduce remarketing like New Lux Aqua Sparkle, new Lux Strawberry & Cream.

In all creature is not same like human there is different ,our preference is not also same in this reason unilever line extension their lux soap

Unilever always prefer customer preference so they are trying to ensure quality level

Pricing strategy is easy for unilever,they always fix the price within customer capacity and influence by customer driven policy

Unilever trying Halve the environmental footprint of our products.Help more than 1 billion people take action to improve their health and well-being.Source 100% of our agricultural raw materials to ensure more relibility

Recommendation

Company also take marketing strategy about Leader,challenger,follower,niche

Unilever can use different promotional activities like digital billboard ,event sponsor,placrd.highway billboard

Remarketing help to increase company growth ,so take measure step when introduce remarketing

Unilever durable their line extension for certain period of time

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company can arrange various types of program to engage customers this way company acquire customer loyalty

Company can use three type of pricing strategy when launce new product like first low price, moderate price, high price.

Reliability is important for any company to sustain their business, so give more attention safety, quality, and packaging.

Conclusion

Lux, with its abundance of exotic beautyfying ingredients has lead to beautiful skin - therby making women who use it more gorgeous naturally! in recent times, Lux has embraced beauty and feminity of the 21st century women. It aims to be the paradigm of the new feminity. That's why Lux celebrates the pleasure of being a woman today by encouraging women to feel and look beautiful, be individualistic about their self-expression and indulge in the rituals of beautification in an unapologetically feminine way.

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For presentation

1. Topic 1 slide2. Objective 1 slide3. Methodology 1 slide4. Project part a. organization 1 slide b.studt.2/4/5 slide5. Findgs 1 slide6. Recommendation 1 slide7. Conclusion 1 slide

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