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Marketing Strategy of
Name
ID
31025
Abdullah Al Masud
30083
31053
31008
Figure shows that Unilever Bangladesh Ltd. segments their market according to
population status. The population of the country is segmented into three parts
which are urban, sub urban and rural area consumers.
Target Market
Figure shows that urban and sub urban middle class, and rural poor people are the largest
part of Bangladesh population. A research carried out by Unilever Bangladesh reveals that
urban rich people are more likely to buy imported and expensive products. Moreover rural
poor people tend to buy cheap products even without evaluating its quality. However urban
and sub urban upper middle and middle class people tend to buy affordable and quality
products.
Market Share
Brands
Total Scores
Rank
Lux
1382
Sandalina
870
Lifebuoy
748
Tibet
690
Keya
526
Camelia
440
Figure shows the market share of all the companies in the sector. Unilever Bangladesh Ltd
is leading the market. The other competitors are very competitive among themselves but
they cannot put a intense competition with Unilever Bangladesh Ltd, as they have market
share much less than Unilever Bangladesh Ltd.
Marketing Mix
Product
LUX is offered in Bangladesh in six
different flavors which are:
LUX Energizing Honey
LUX Golden Glow
LUX Nature Pure
LUX Orchid Touch
LUX Almond Delight
LUX Aqua Sparkle
Price
Its prices are almost equal to its competitor
SL
NO
Brands
.
Price
(tk)
Lux
28
Meril
29
Keya
25
Sandalina
23
Ice cool
20
Tibet
22
Camelia
20
Aeromatic
20
Lilly
21
10
Lifebouy
26
Place
The company has six huge warehouses, one in each division of Bangladesh, where
the product goes after they are manufactured at Kalurghat factory.
Division
Dhaka
Dhaka City
Chittagong
Sylhet
Sylhet City
Rajshahi
Rajshahi City
Khulna
Khulna City
Barishal
Barishal City
Promotion
Unilever Bangladesh undertakes huge promotional activities to promote LUX which has
topped the beauty soap industry of Bangladesh. It spends almost 20% to 25% of its Net
Proceeds from Sales (NPC) of LUX for promotional activities for LUX 1
Introduction stage
-LUX was first introduced as toilet soap in 1925
-in 1964 it came to Bangladesh
Growth stage
-From the 1930s right through to the 1970s
-In 1958 five colors made up the range: pink, white, blue, green
and yellow
LUX is still in the maturity stage as result of creative marketing strategy with
the changing time and trends in market.
LUX was always changing with the time in terms of the product ,promotions
LUX beauty soap and International LUX was initially a premium brand
LUX has effectively managed its PLC through careful brand building
Since the 1930s, over 400 have been part of the LUX glamour story
Conclusion
The beauty soap industry of Bangladesh has an oligopoly nature
with a few producers in the industry. The demand for this product is
very much vulnerable in terms of pricing. Unilever Bangladesh is
providing LUX. At a price which is affordable to most of the people
in the country.