Group: “Path Finder”Course ID: MKT340

Course Title: AdvertisingSection:2

Semester : Summer 2013

Welcome to our presentation

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

Group Members

LuxDoveLifebuoyMerilDettol

Products Name

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 .

Introduction

LUX

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.

LUX

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

Price The retail price of lux is TK28.

Promotion Celebrity endorsement Events / Programs sponsorship Diamond necklace offer etc

Lifebuoy

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.

Lifebuoy

ProductLifebouy currently provides Lifebuoy consumers with four choices Lifebuoy Strong Lifebuoy Fresh Lifebuoy Gold and Lifebuoy Naturals

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.

Meril

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.

Meril

Product Meril Splash BellyMeril Splash Xtra FreshMeril Fresh CucumberMeril Fresh PeachMeril Fresh TurmericMeril Splash Fresh Melon

Price : The price of Meril soap is TK35 .

Place&Promotionsharing 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

Dettol

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 themesa) Speaking about the 99.99% germs killing attributeb) It is able to kill 98% of microbes in just 15 seconds.

Dettol

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

PriceThe 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.

Dove

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 .

Dove

ProductDove Focused on women(non-models)–

beautiful in their own way. White beauty bar go fresh Cool Moisture Beauty Bar Winter Care Beauty Bar

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 .

Dove

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.

Conclusion