Hul (Lux)Swot Analysis

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SWOT ANALYSIS OF

LUX
AND

DOVE
• SAJJAD HUSSAIN ( pUrki ) 72


BBA (3RD)

• SEC: (B) • DATE: 10/MAY/2010



MISS.AFSHAN SEHAR

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FEDERAL URDU UNIVERSITY KARACHI

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SWOT ANALYSIS
WHAT IS SWOT ANALYSIS
The SWOT (strengths, weaknesses, opportunities, and threats) analysis has been a useful tool for industry. The process of utilizing the SWOT approach requires an internal survey of strengths and weaknesses and an external survey of threats and opportunities. SWOT is a simple, easy to understand technique. It can be used an end in itself. The purpose of this paper is to demonstrate how SWOT can be used by administrators to analyze and initiate new program offerings in vocational education.

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SOWT ANALYSIS OF LUX & DOVE
STRENGHTS STRENGHTS OF LUX
 Strong Market Research (door to door sampling is done once a year in Urban and Rural areas)  .Many variants (Almond Oil, Orchid Extracts, Milk Cream, Fruit Extracts, Saffron, Sandalwood Oil, and Honey to name a few)  Strong sales and distribution network backed by HLL  Strong brand image  Positioning focuses on the attractive beauty segment  Dynamically continuous innovation of the product and brand rejuvenation – new variants Aromatic Glow and Chocolate Seduction and Lux White Spa body wash) and innovative Promotions (22 carat gold coin promotion – ‘Chance Hai’)  Perceived to have high value for money (strong brand promotion but relatively lower price Which is a winning combination in the popular segment?)

STRENGHTS OF DOVE
o o o o o Unconventional strategy Effective advertising, Free publicity Continuously evolving the campaign Strong emotional touch Cross-selling Possibilities

WEAKNESSES WEAKNESSES OF LUX

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 Lux is mainly positioned as beauty soap targeted towards women,

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hence it lacks unisex appeal Usage rate/ wear rate is high and is generally mushy and soggy Some variants like the sunscreen, International variant did...
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