Welcome

To
Our Presentation
Marketing Strategy of

Group Name: Smells Really Nice

No:

Name

ID

Nur Mohammad Khandaker

31025

Abdullah Al Masud

30083

Nuzhat Hasin Raka

31053

Ummay Sayma Hoque

31008

Marketing Strategy of LUX

Market Segmentation

Figure shows that Unilever Bangladesh Ltd. segments their market according to
population status. The population of the country is segmented into three parts
which are urban, sub urban and rural area consumers.

Target Market

Figure shows that urban and sub urban middle class, and rural poor people are the largest
part of Bangladesh population. A research carried out by Unilever Bangladesh reveals that
urban rich people are more likely to buy imported and expensive products. Moreover rural
poor people tend to buy cheap products even without evaluating its quality. However urban
and sub urban upper middle and middle class people tend to buy affordable and quality
products.

Market Positioning of Product

Market Share
Brands

Total Scores

Rank

Lux

1382

Sandalina

870

Lifebuoy

748

Tibet

690

Keya

526

Camelia

440

Figure shows the market share of all the companies in the sector. Unilever Bangladesh Ltd
is leading the market. The other competitors are very competitive among themselves but
they cannot put a intense competition with Unilever Bangladesh Ltd, as they have market
share much less than Unilever Bangladesh Ltd.

Marketing Mix

Product
LUX is offered in Bangladesh in six
different flavors which are:
LUX Energizing Honey
LUX Golden Glow
LUX Nature Pure
LUX Orchid Touch
LUX Almond Delight
LUX Aqua Sparkle

Price
Its prices are almost equal to its competitor
SL
NO

Brands

.
Price
(tk)

Lux

28

Meril

29

Keya

25

Sandalina

23

Ice cool

20

Tibet

22

Camelia

20

Aeromatic

20

Lilly

21

10

Lifebouy

26

Place
The company has six huge warehouses, one in each division of Bangladesh, where
the product goes after they are manufactured at Kalurghat factory.
Division

Location of Ware house

Dhaka

Dhaka City

Chittagong

Kalurghat Heavy I/A

Sylhet

Sylhet City

Rajshahi

Rajshahi City

Khulna

Khulna City

Barishal

Barishal City

Promotion

Unilever Bangladesh undertakes huge promotional activities to promote LUX which has
topped the beauty soap industry of Bangladesh. It spends almost 20% to 25% of its Net
Proceeds from Sales (NPC) of LUX for promotional activities for LUX 1

Figure : Promotional Ad of Celebrity

SWOT Analysis for LUX

Product Life Cycle

132s years glories journey, today Unilever is
standing as the most successful and famous
consumer product brand in all over the world

Introduction stage
-LUX was first introduced as toilet soap in 1925
-in 1964 it came to Bangladesh

Growth stage
-From the 1930s right through to the 1970s

-In 1958 five colors made up the range: pink, white, blue, green
and yellow

Product Life Cycle

Maturity stage:
LUX is selling over 100 countries
In the early 1990s, LUX responded to the growing trend away from traditional
soap bars by launching its own range of shower gels, liquid soaps and
moisturizing bars.

LUX is still in the maturity stage as result of creative marketing strategy with
the changing time and trends in market.

Brand Positioning and

Differentiation Strategy

LUX was always changing with the time in terms of the product ,promotions

LUX beauty soap and International LUX was initially a premium brand

Market share vs premium positioning

Thus born International LUX

Earlier the brand used the positioning Beauty soap of Film stars
"Bring out the star in you
LUX international from being a soap brand to a skin care brand

Not Just Soap, Its Skin Care"

Brand Positioning and

Differentiation Strategy

LUX has effectively managed its PLC through careful brand building

Positioned as the favorite soap of Film stars

The first celebrity to endorse the brand was Leela Chitnis

Since the 1930s, over 400 have been part of the LUX glamour story

The celebrity never shadowed the brand

Conclusion
The beauty soap industry of Bangladesh has an oligopoly nature
with a few producers in the industry. The demand for this product is
very much vulnerable in terms of pricing. Unilever Bangladesh is
providing LUX. At a price which is affordable to most of the people
in the country.