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LUX- For Men
Presented to:
Sir Imran Patel
Project Partners:
Maria Amjad 2071162
Taqadasa Khan 2072040
Farah Khizer 2073290
Ayesha Safdar 2073395
Introduction
Lux soap is a product of unilever brands and its major market area is India, Pakistan, China, Japan and UK.
It was the first mass market toilet soap launched in 1924.
Sold in over 100 countries. Market leader in countries including Arabia, Brazil, India, Thailand and South Africa.
Made sales of 1.0 billion euros in 2005.
Existing Brand- Product Profile
Product Category: Personal Care Brand
Logo:
Product Range:• Orchid touch• Almond delight• Energising fruit• Aqua sparkle
Existing Brand- Competitors
Nivea Avon Body Shop Dove Capri Palmolive Palmy
Existing- Targeting and Segmentation Demographic
• Age: 15-50+ • Gender: female• Family size: 2, 3-4, 5+• Income: Rs.20,000+• Occupation: From
middle class to upper class
• Education: Schools, Colleges, Universities
• Religion: Islam, Christianity and Hinduism etc.
• Race: Asian
Geographic
• World region: Asia• Country: Pakistan• Cities: All major cities of
Pakistan• Density: Urban• Climate: Hot and Dry
Existing- Targeting and Segmentation
Behavioural• Occasions: Parties,
Birthdays, Sports and Regular Occasions
• Benefits: Quality, Taste, Economy, Health User status
• First time user: Attitude towards product positive.
Psychographic• Social class: Middle
class, Upper class.• Lifestyle: Actualizes,
Fulfilled, Believers, Achievers, Strivers, Experience’s makers and Strugglers
Lux depends heavily on advertising and continued product innovation to maintain and expand their market position. Major components of its ad strategy are:
• Famous movie and TV stars as brand ambassadors.
• Outdoor and TV ads: Brand awareness moved from 21% to 93% among women.
• Direct Customer Contact: Include field and desk research.
Existing- Advertising
Existing- Brand Personality
• Main idea: Lux Soap is synonymous with glamour and the message is that it makes a star out of an average person.
• To further enhance its symbolism with glamour “Lux Style Awards” have been conducting since the past 5 years.
Existing- Brand Ambassadors• First lux tv ad;Leela chitins
(1923)
• Marilyn Monroe, Demi Moore and Catherine Zeta-Jones. Paramount movie star Paulette Goddard (1943)
• Probably the only brand that has had the endorsement of nearly 50 Indian film stars. Big Bollywood names like Madhu bala, Madhuri, Hema Malini , Sri Devi, Kareena Juhi, Shahrukh Khan etc.
• Pakistani stars eg. Iman Ali who is the current ambassador. Babra Sharif, Meera, Veneeza Ahmed and Aaminah Haq.
Major Manufacturers of Men’s Soap
LIFE BUOY
DETTOL
SAVLON
SAFE GUARD
LUX for Men Introduction
The idea is to introduce three new soaps by Lux in the market which will need very heavy advertisement and a strong launch campaign to make an impression on men, give awareness about the soap and persuade them to buy Lux for Men.
Market Share for Men Soap
The market share of the Men Based Soaps:
Dettol …… 11.7%share
Life Buoy ……. 23% share
SafeGuard …... 35% share
Other soaps ….. 30% share
Target Market and Segmentation Demographic
• Age: 15-50+ • Gender: Male• Income: Rs.20,000+• Occupation: From
middle class to upper class
• Race: Asian• Nationality:
Pakistani
Geographic
• World region: Asia• Country: Pakistan• Cities: All major cities
of Pakistan• Density: Urban• Climate: Hot and Dry
LUX for Men - Product Range
Soaps in masculine fragrances would be provided e.g.: bay rum, bayberry, spice, lime, musk, sandalwood, patchouli, and oakmoss. 3 soaps will be launched initially:
“Lux – Revamp”
Lux – “Swash”
Lux – “Clarion”
Product Features Swash: Goat milk soaps
with a lot of lather for shaving.
Revamp: Men get skin problems because of a lot of pollution in Pakistan. It is also a hand Repair Soap for hardworking hands that are dry and cracked.
Clarion: Unscented soaps for men who don’t like fragrances.
PromotionsSince it would be something new and innovative for the market heavy promotions will be used to penetrate into the market.
Buy two, get one free.
Campaign would involve a lucky draw in which whoever gets the coupon will win a Honda City
Lux for Men - Placement
We have decided to launch this product first in Karachi, as Karachi is one of the most polluted cities of Pakistan and also carries a large men market who would be interested in buying lux for men
LUX for Men- Pricing
Pricing would be done according to the size of the soap bar
• 80 g: Rs. 20
• 125 g: Rs. 35
Lux for Men- Creative Idea Focusing on masculine
attitudes and behaviors
Introducing masculine ideas of soap eg. No fragrance etc.
Making Lux for Men a fashion statement through using famous stars as brand ambassadors.
Using colors that attract men.
Lux for Men- Competitive Edge
Focuses specifically on men's needs and wants
Provides a range of soap products for men to chose from
Media used for Advertisements
Majorly TVC. Timed between men programs.gadgets, cars etc.
Billboards on places where men hangout.
Men Magazines: both online and print
Would be advertised on online sites like askmen.com and online social networks like facebook.
Lux for Men- Brand Ambassadors
Atif Aslam: Will make it a fashion statement.
Shan: Will give the image of glamour.
Shahid Afridi: Will make it popular among youngsters.