Product Category, Market Segmentation, Target Marketing and
This section 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 how 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 i.e. the product positioning method.
LUX falls under the category of toiletry product as a beauty soap.
The company claims that LUX is the highest selling beauty soap in Bangladesh. Moreover some
survey reports also reveal the same result.
Though LUX is the highest selling beauty soap in Bangladesh, it does not go for traditional mass
marketing. Moreover as a beauty soap LUX does not even segment its market according to
Shows that Unilever Bangladesh Ltd. segments their market according to geographical areas.
The population of the country is segmented into three parts which are urban, sub urban and rural
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LUX is not a highly expensive but an affordable product. That is why the company targets urban and sub urban upper middle and middle class people who are the second highest population of segment of the country. From the segmentation of customer according to SEC they target category A, B and C, because they are assumed to be financially well-off and can afford to buy LUX.
Unilever Bangladesh Ltd obtained a good position in the buyers‘ mind through better product
attributes, price and quality, offering the product in a different way than the competitors do. The
company offers improved quality of products in the industry at an affordable price with high
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