Product strategy of lux
They do not only promote LUX in Bangladesh for the beauty conscious females, it also promotes the brand for males and the company proved that, by including world famous male celebrity Shahrukh Khan for their advertising campaign. Therefore this shows that using a celebrity endorsement cannot guarantee fool-proof success and important marketing strategies has to be implemented before using them.
Marketing strategy of lux soap
The popular segment covers all those soaps that we generally see sitting on our retail outlet shelves Strawberry and Cream, Peach and cream, Purple Lotus and cream, etc. Cleansing is a mature category with universal penetration and stagnant volume over the years. Though manufactured in Bangladesh for the local market by Unilever Bangladesh Ltd, as an international brand, it maintains an international quality for the product. The brand is so big and well established, the Lux brand focuses more on restating the brand value proposition of being a popular beauty soap. Section 3 analyzes which segment the company targets and why they target that specific segment. Even though LUX targets the urban and sub urban middle and upper middle class people they are distributing their products all over Bangladesh because of a recent increase in demand of its product to all segments of the population. Though LUX is the highest selling beauty soap in Bangladesh, it does not go for traditional mass marketing. Lux has offerings in two of the four market segments for soaps. All in all, one of the biggest strengths of Lux is the marketing it does for its products. Lux has always positioned itself as a soap which gives a good fragrance and leaves one with a beautiful feeling. This state of mind created a physically powerful consumer loyalty for LUX, for which the company is still a market leader in beauty soap category. However LUX soap should penetrate the market in order to survive in this competitive world and also introduce some new product with the same range in order to increase its sale and which will have greater impact on their sale. Since a huge portion of the rural poor people is demanding LUX in recent days, Unilever Bangladesh Ltd should expand their target market also towards the rural people.
Thus the pricing strategy of Lux soaps and gels has enabled the brand to retain its position as a market leader. Chapter5 The Lux Marketing 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 are around 71 manufacturing plants present all over the world and the products are available in around countries. Lux has used celebrities like Aishwarya Rai, Kareena Kapoor, Shahrukh Khan, Audrey Hepburn for promotion and has positioned itself as a soap made and used by celebrities.
After a gamut of successful health and wellness products, the Himalaya Drug Company recently entered the Soap Industry by launching Himalaya Herbal Soap. Most of the information used in this report is from primary sources.
Distribution channel of lux soap
This part of the report illustrates the market share of different companies in the beauty soap industry. The SEC divides the population in five segments starting from A to E, where A categorizes the highly educated and high income earners holders, and sequentially in descending order E categorizes the opposite. Hindustan unilever can't provide its consumers with more improved price but it has a large position in location with its fragrance, product deisgn, packaging. The chapter comprises of four sections. Hindustan Unilever are adopting so many marketing strategies to regain its market share for the product but it still lacking in this industry such as they advertise their product by using top star of the BollyWood industries to advertise their product by which consumers get more attracted towards the product but Hindustan Unilever this using strategies for long time but they have not make any change to advertise their product it is the main problem where industry is lacking to sale its product. Taking into account the convenience of its customers, the company manufactures all flavors of LUX in three different sizes, 40gm, 80gm and gm. Lux operates in the popular beauty segment which is the largest segment with stiff competition from local beauty soaps. A celebrity 's presence in the ad should be contextual. Lux is highly economical and is positioned as an affordable Luxury soap for all. But what company would want to replace a high-priced product with a low-priced product? With it few studies also suggests the same result. Though this brand was launched as a laundry soap, Lux surely has come a long way with its current product line dealing with beauty soaps. However, it has outsourced its distribution process to various third party distributors, exclusively dedicated to Unilever Bangladesh Ltd. Unilever Bangladesh Ltd spends a huge amount of money for promoting LUX through TV commercials, newspaper advertisements and billboards. Other companies in the industry are not as big as Unilever Bangladesh Ltd but they are posing threat to the company by a tendency of a gradual increase in their market share.
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