Brand Audit of Pepsi

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BZU, BAHADUR SUB-CAMPUS LAYYAH
DEPARTMENT OF BUSINESS ADMINISTRATION
MBA 2009-12, SEMESTER 6
FINAL TERM REPORT
BRAND MANAGEMENT
BRAND AUDIT OF LUX

SUBMITTED TO:Mr. RASHID SAEED

STUDENT GROUP

AKHTAR HUSSAIN CHUGHTAI(MB-09-22)
SANIA FAROOQ(MB-09-07)
MUHAMMAD IHSAN UL HAQ(MB-09-02)
ADNAN ASLAM KHAN(MB-09-28)

April 30, 2012

ACKNOWLEDGEMENT

We would like to thanks Mr. Rashid Saeed for assigning such an interesting project which has really explored our real talent and it helped us to make projects for our professional life.
It has been really knowledge sharing experience to make this project. We would also like to thanks Mr. Mudassar and Mr.ramadan the project sells officers LUX Pakistan for helping us to make us better known what basically marketing mix of LUX is.

DEDICATION

This
Report
Is
Dedicated
To

Who are always a source of love, affection and inspiration for us. Whose love and prayers always accompanied us and guide us like a shining star whenever we were in darkness and enable us to reach this stage.

TABLE OF CONTENT

TopicPage No.
1. Objective of this project……………………………………………….4 2. Methodology of this project……………………………………..........4 3. History of Lux……………………………………………..….……....5 4. Ownership…………………………………………………………....5 5. Traget Customers……………………………………………….……6 6. Product related attributes………………………………………….….6 7. Brand Element……………………………………………………….…...8 8. Brand portfolio………………………………………………………….10 9. Communication………………………………………………………….10-11 10. Lux Pricing and distribution…………………………………………...11 11. A positioning map of the company…………………………………….12 12. POP’S and POD’s ……………………………………………………..13 13. Competitors of Lux…………………………………………………….14 14. Customer Knowledge Structure………………………………………..15 15. Sources of Brand Equity……………………………………………….15 16. Brand Mantra’s Of LUX……………………………………………….15 17.CBBE Pyramid Model………………………………………………….16 18. Major Issues……………………………………………………………18 19. SWOT Analysis of LUX………………………………………………19 20. Brand strategies…………………………………………………………21 21. 4 P’s Of LUX…………………………………………………………...21 22. Recommendations………………………………………………………..23 23. Conclusion……………………………………………………………….24 24. References………………………………………………………….……25

OBJECTIVE OF THIS PROJECT

This project is an outcome of an analysis of lux brand by Unilever Pakistan Ltd. The main purpose of the project is to find what strategies the company uses to market its world famous beauty soap, LUX, in Pakistan; the positive and negative aspects of those strategies.. The project discusses the process of using market segmentation, target marketing, the product, pricing, promotional and distribution strategies and a competitive analysis as well as customer based brand equity of lux.

METHODOLOGY OF THIS PROJECT:

For accessibility and availability of information we have chosen to work on the strategies of Unilever Pakistan Ltd. Most of the information used in this project is from primary Sources. The main source of information was the focus group discussion. In addition information was also collected from websites and collected through the distributors of lux situated at Chobara Road.

HISTORY OF LUX
Lux soap was first launched in the UK in 1899 as of Sunlight soap. After this it was launched in the US in 1916, and marketed as laundry soap targeted specifically at 'delicates'. Lever Brothers encouraged women to home launder their clothes without fear...
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