UNIVERSITY OF DEVELOPMENT ALTERNATIVE

FACULTY OF BUSINESS ADMINISTRATION

COURSE TITLE: STRATEGIC MARKETING ASSIGNMENT ON

TOPIC: PRODUCT BRANDING STRATEGY

SUBMITTED FOR
SOMAIYAH SARWAR Lecturer, BBA Department, UODA

SUBMITTED FOR

PROGRESSIVE GROUP
Major- Marketing Semester 11th BBA Department,UODA.

GROUP PROFILE

GROUP NAME: PROGRESSIVE BATCH: 29TH & 30TH SEMESTER: 11TH (MAJOR- MARKETING)

MEMBERS NAME
MD. MASUD RANA

STUDENT ID
021101002 021102063 021102035 021102026 021102023

SULTAN MAHMUD

SHAMIMA SULTANA MITU

FANCY AL LABIB

KAZI MD. KAMAL HOSSEN

LETTER OF TRANSMITTAL

12th December 2013 To

SOMAIYAH SARWAR
Lecturer, University Of Development Alternative, UODA.

Subject: Submission Of An Assignment Of Product Branding Strategy.

Dear Madam,

This is our pleasure to present our assignment entitled Product Branding Strategy. The main
purpose of this assignment is how to branding of a product. We have tried our level of best to cover the topic effectively, and we hope that this assignment meets your expected standard. This experience helped us immensely to develop our skills in Strategic Marketing. We are thankful to you for your guidance, suggestions and constructive criticism during the preparation of this assignment. Please accept this assignment and oblige, We are eager to respond to our questions that you may have concerning this assignment.

Yours Sincerely, Masud Rana On behalf of Progressive Group BBA department UODA.

ACKNOWLEDGEMENT

At the very beginning, we thank our All Mighty for guiding us to the right path, which helped us to complete our work successfully. We got support from our institution time to time as and when required. Our teacher SOMAIYAH SARWAR for providing us such an opportunity to prepare an assignment on. Product branding strategy for LUX" Without his helpful guidance, the completion of this project was unthinkable. During our preparation of the project work, we have come to supportive touch of different individuals friends who lend their ideas, time & caring guidance to amplify the reports contents. We want to convey our heartiest gratitude to them for their valuable responses.

Finally we not only thankful to our parents but we owe much to them for their moral support, which was
very much necessary for us.

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. Unilevers 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) that 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 middleclass segment of the population, who falls under A to C of SEC. Tactical marketing tools, 4Ps, 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 companys 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 major producers of which Unilever holds market share of

slightly less than 50%. Other competing brands like Tibbet, Aromatic and Keya have start eddo have a
strong consumer base, but LUX.s product features distribution and promotional activities have created high brand loyalty for which it is still the market leader. Unilever, with the aid of its heavy promotional activities, has been able to penetrate the market.

SERIAL NO 1. 2. 3. 4. 5. 6. 7. 8. 9.

NAME Strategic Brand Management Select A Product Introduction Objectives The Market Of Lux Successful Brands Product Life Cycle Stage Of LUX Alternatives For Brand Identification Brand Leveraging Strategy Conclusion

STRATEGIC BRAND MANAGEMENT Strategic brand management means clearly defining your brand and ensuring that your imagery and behaviors are consistent with your brand definition. Before we talk about how to do this, we need to discuss the importance of branding your business. Let's start by answering two basic questions. 1. What is your brand? 2. What is branding? Brand is any company's personality. It's not just a name, logo or slogan; it's much more complex than that. Your brand is composed of the thoughts, feelings, experiences, attitudes and beliefs that people associate with your company. Your brand is therefore not something you "own" because it exists in the minds of others. Every company has a brand (yes, even yours). Branding is defining what you want people to think, feel, experience and believe about your company. When people come in contact with your company they will certainly think, feel,

experience and believe something. Are you going to leave this to chance? Are you going to let
people draw their own conclusions about your business? No! The importance of branding your business is therefore obvious. Decide in advance exactly what you want others to think of your business.

STRATEGIC BRAND MANAGEMENT Strategic brand management is the next step in the branding process. It means actively managing and influencing these thoughts and feelings in the minds of others. It's not enough to define what you want people to think, feel, etc. You must follow through and influence these thoughts and emotions.
A function of marketing that uses techniques to increase the perceived value of a product line or brand over time. Effective brand management enables the price of products to go up and builds loyal customers through positive brand associations and images or a strong awareness of the brand. Developing a strategic plan to maintain brand equity or gain brand value requires a comprehensive understanding of the brand, its target market and the company's overall vision.

SELECT A PRODUCT

For the purpose of branding strategy we have to select a product. Now we can choice a product as our assignment & that is LUX. This is the product of UNILIVER Bangladesh.

INTRODUCTION

Unilever at a Glance: Unilever is one of the worlds largest and leading multinational companies; Unilever commenced their business activities on a larger scale by setting up their first factory in Netherlands, in the year of 1872. Operating in Bangladesh for over the last four decades, the company is trying to significantly contribute towards the augmentation of the standard of living by bringing excellent high quality products at the doorstep of their customers. The usage of Unilever products by over 90% of the people in Bangladesh stands a testimony to their successful operation. . Their array of products show that they produce household care, fabric cleaning, skin cleansing, skin care, oral care, hair care, personal grooming, and tea based beverage products under worldwide famous brand names Wheel, LUX, Lifebuoy, Fair& Lovely, Ponds, Close Up, Sun silk, Lipton, Lipton Taaza, Pepsodent, All Clear, Vim, Surf Excel, and Rexona.

OBJECTIVES This report is an outcome of an analysis of marketing strategies used by Unilever Bangladesh Ltd. The main purpose of the report is to find what strategies the company uses to market its world famous beauty soap, LUX, in Bangladesh; the positive and negative aspects of those strategies. The report further analyzes the position of Unilever Bangladesh Ltd. in the toiletry industry in comparison to its competitors. The report discusses the process of using market segmentation, target marketing, the product, pricing, promotional and distribution strategies and a competitive analysis.1.3 Methodology of this report: For accessibility and availability of information, we have chosen to work on the strategies of Unilever Bangladesh Ltd.

THE MARKET OF LUX SUCCESSFUL BRANDS LUX. Most of the information used in this report is from primary sources. The main source of information was the focus group discussion. In addition, information was also collected from websites. Chapter 2 Product Category, Market Segmentation, Target Marketing and positioning this chapter describes the category of the selected product. The chapter is organized into four sections. Section 1 states under which category the product falls. Section 2 describes show Unilever Bangladesh Ltd. differentiates the population and categorizes them into different segments. Section 3 analyzes which segment the company targets and why they target that specific segment. Finally, section 4 describes the process through which the company tries to capture a place in the buyers mind. PRODUCT LIFE CYCLE OF LUX Product life cycle of LUX Soap a new product progresses through a sequence of stage from introduction to growth, maturity and decline. This sequence is known as the product life cycle and is associated with changes in the marketing situation, thus affecting the marketing strategy and the market mix. The product revenue and profit can be plotted as a function of the life cycle stage as shown in the graph below:

In the introduction stage, the firm seeks to build product awareness and develop a market for the product. The Product branding and quality. Impact on the market mix is as follows: level is

establishment, and intellectual property protection such as Pricing may be low penetration.
Patents and trademarks are obtained. Pricing to build market share rapidly or high skim pricing to recover development costs. STAGES OF LUX In 1960 LUX went colored 1929 LUX launched in 1925 India LUX launched in USA as 1916 Toilet soap LUX launched in USA as Laundry soap.

INTRODUCTION
In (1929-1950s) Company Objectives Actions Sales Low Cost of manufacturing High Profits Negative Marketing Objective Create product awareness in major cities Product strategy Offer a basic product Price strategy Higher than Lifebuoy Distribution Created network in major cities Advertising strategy Awareness among early adopters.

GROWTH In (1950s-1990s) Company Objectives Actions Sales Rising Sales Cost of manufacturing Average cost reduction Profits Positively increasing Marketing Objective Maximizes market share Product strategy Offer variants Price strategy to penetrate the market Distribution Intensive network in the entire country advertising strategy Awareness an interest in mass market.

MATURITY
In (1990s to till date )Company Objectives Actions Sales Peak sales Cost of manufacturing Low Profits High Marketing Objective Maximize profit while defending market share Product strategy Diversify brand Price strategy To match the nearest competitor Distribution More intensive focusing on rural area Advertising strategy Multiple brand ambassadors for different variants.

ALTERNATIVES FOR BRAND IDENTIFICATION

The good news is that you do not have to be a Jedi master to do it. You have almost total control over two aspects of your brand. These are called Brand Image and Brand Experience. Brand Image is what people see. It includes your logo, business cards, offices and the clothes you wear when you meet with your clients. It also includes more casual contact with your brand through publicity and marketing communications. Everything you say and do further defines your image.

Brand Experience is what happens to people when they are exposed to your company.
When you exceed client expectations, you are giving your clients a great experience. Your clients will tell others about that experience and influence their attitudes and beliefs about your company.

BRAND LEVERAGING STRATEGY Global branding Strong brands and innovation are central to our ambition to double in size. We are investing in brand equity, finding and strengthening the connections between consumers and the products they buy. Where equity is strong, we are leveraging it creating efficiencies by focusing on fewer, bigger projects that enhance margins. In addition, we are seeking superior products, which consumers will prefer, driving profitable growth. Our business model is designed to deliver sustainable growth. For us, sustainability is integral to how we do business. In a world where temperatures are rising, water is scarce, energy is expensive, sanitation is poor in many areas and food supplies are uncertain and expensive, we have both a duty and an opportunity to address these issues in the way we do business. The inputs to the model, like those of all major packaged goods manufacturers, are threefold: brands; people; and operations. These map directly on to our Compass Winning with pillars

both continuous improvement and the market place pillars support the operations strand of the
model. The differentiator in our business model is our USLP and the goal of sustainable living. The outputs of the model are threefold: sustained growth; lower environmental impact; and positive social impact. These align directly with our vision statement.

CONCLUSION

Lux is soap for quality conscious women and others, especially those belonging to the middle class; those who are conscious about their appearance generally use it. Those who respect the brand and have been loyal to it for years use it. The consumers share with lux a relationship of trust and dependability and of respect. They look up to the brand and literally worship the brand. Lux thus commands the respect and even love of the consumers.