Marketing Strategy of a New Product

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Executive Summary
For the achievement of this report, “Lux beauty soap” is chosen as a product, which is a highly selling brand of Unilever. Unilever lux has its operation in more that 100 countries in the world. The report begins with the history and background of both unlivery and lux. In this report we’ve focused its operation only in Bangladesh by analysing its existing marketing mix i.e. product, price, place and promotion. We also have extracted two target market of Lux in Bangladesh. Furthermore evaluated those segmentation in the sense of wide/narrow and appropriate/viable. This report also discusses what potentialities are still remaining to achieve and how these could be achieved. At the very end of the report we’ve drown some recommendation regarding market segmentation and market strategy which would be helpful tool to expand the market. This report also suggests a new marketing dimension which could increase the popularity and goodwill of the product.

Table of content

Introduction:4
Description of the product…………………………………………………………………………4 4Ps of Marketing5
Product:5
Price:5
Place:Error! Bookmark not defined.
Promotion:Error! Bookmark not defined.
Market segmentation 7
Geographycal segmentation 7
Socio-economic cluster8
Evaluation of Geographycal segmentation8
Evaluation of Socio-econimic cluster9
New Ideas:9
Idea 1: Be friendly with environment……………………………………………………………10 Idea 2: New target market………………………………………………………………………...10 Idea 3 New dimension in promotional activity………………………………………………....11 Idea 4 Lux for man… …11

Conclusion:12
Reference list 13

1. Introduction
With the promise to give a gorgeous look and a confidence that makes all to feel like anything’s possible, Lux started its journey in 1899 in United States with the British Company Lever Brothers which later on, in 1930, merged with Margarine Unie to form Uniliver. (Unilever, 2010) Unilever products help people to feel good, look good and get more out of life with brands and services that are good for the customers and others. They develop new ways frequently to do business that allow the company to double the size reducing environmental impact. Lux arrived in the UK in 1928 as toilet soap, offering people a modest and affordable price. To reflect the fashion trend from the 1930s to the 1970s, Lux soap altered its colors and packaging several times. To turn their vision into activity consequently they have added new shower gels, liquid soaps and moisturizing bars beside soap in affordable price to reach every customer. Today, Lux soap is sold worldwide more than in 100 countries and they achieved their sales 3.12 billion Taka only in Bangladesh. (Unilever 2010).

2. Description of product
Though Lux beauty soap is manufactured in Bangladesh for the local market by Unilever Bangladesh Ltd, as an international brand, it maintains an international quality for the product. Formula given by Research and Development departments in foreign countries, Lux is produced in Bangladesh from imported raw materials like sodium soap, glycerol and different extracts according to flavours, coming from Unilever plants situated abroad (Unilever 2010). Bellow listed Lux soaps feature: 1.Brand: Lux is an internationally renowned beauty soap brand. 2.Flavour: Lux is offered in Bangladesh in six different flavours which are - Lux Strawberry and Cream, Lux Peach and Cream, Lux Nature Pure, Lux Orchid Touch, Lux Almond Delight and Lux Aqua Sparkle. These flavours are also differentiated for different skin type. 3.Size: Taking into account the convenience of its customers, the company manufactures all flavours of Lux in three different sizes, 75gm, 100 gm and 150gm. (Unilever 2010). 4.Image Reputation: Lux is produced by world famous multinational consumer product manufacturing giant “Unilever”, operating in over hundred countries all around the globe. 5....
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