Market and Target Analysis for Lux Product

8/8/2019 Market and Target Analysis for Lux Product

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SummaryEvery day, around the world, people reach for

Unilever products.

OF LUX

MARKETING INTERMEDIATARIES:Sun block + face wash = sun wash

TARGET MARKET ANALYSIS:PRICING:

PRODUCT:PROMOTION:

MARKETING CONTROL

Export of our product

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Introducing its new product

Unilever
http://unileverpakistan.com.pk/uplrecruit/default.aspxhttp://unileverpakistan.com.pk/uplrecruit/default.aspx


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Welcome to

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Vitality

Unilevers mission is to add vitality to life. We meeteveryday needs for nutrition, hygiene and personalcare with brands that help people to feel good, look

good and get more out of life.

CULTURAL ANLAYSIS OFUNILEVERS

No matter who you are, or where in the world you

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are, the chances are that our products are afamiliar part of your daily routine. Every day,

around the world, people reach for Unileverproducts.

UNILEVER'S TODAYOur brands are trusted everywhere and, by listeningto the people who buy them, we've grown into one

of the world's most successful consumer goodscompanies. In fact, 150 million times a day, someone

somewhere chooses a Unilever product.

Look in your fridge, or on the bathroom shelf, andyou're bound to see one of our well-known brands.We create market and distribute the products that

people choose to feed their families and keepthemselves and their homes clean and fresh.

People's lives are changing fast. As the way we alllive and work evolves, our needs and tastes changetoo. At Unilever we aim to help people in their daily

lives. So we keep developing new products,improving tried and tested brands and promoting

better, more efficient ways of working.

We have a portfolio of brands that are popular acrossthe globe - as well as regional products and local

varieties of famous-name goods. This diversity comesfrom two of our key strengths:

Strong roots in local markets and first-hand

Knowledge of the local culture.Unilever


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World-class business expertise applied

internationally to serve consumers everywhere.

Focusing on performance and productivity, weencourage our people to develop new ideas and put

fresh approaches into practice. Hand in hand withthis is a strong sense of responsibility to the

communities we serve. We don't only measuresuccess in financial terms; how we achieve results isimportant too. We work hard to conduct our business

with integrity - respecting our employees, ourconsumers and the environment around us.

Unilever is one of the world's leading suppliers offast-moving consumer goods. Here are some recenthighlights from our three global divisions - Foods,

home care and personal care.

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its all about lux

We all want to be pampered, to look andfeel great, to enjoy that moment whenanything seems possible. And that's justwhat Lux offers you on a daily basis at a

price you can afford.

lux bring out the star in u

Everything about Lux, from the look and feel ofthe products and packaging to the fragrances,

is a delight to the senses. In fact, Lux has beenmaking waves since 1924, when it launched theworld's first mass-market beauty soap in the US

at a fraction of the cost of imported Frenchsoaps. Since then it has expanded into other

areas, including shower gels, bath creams andhand creams, many with nourishing ingredients.

Glamorous & sensual

Throughout this time, Lux has been closelyassociated with many of the most glamorous

and sensual women of the age. Marilyn Monroe,

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Demi Moore and Catherine Zeta-Jones are someof the stars who've appeared in our ads. Today,

you'll encounter stars like the supermodelGiselle, but with a twist a twist that

underlines Lux's ability to bring out the star inyou.

This year Lux came up with an original way ofgetting to know different cultures, so it can keep on

delivering products that delight the senses.

UNILEVER PAKISTAN

PORTFOLIO

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PORTFOLIO ANALYSISUnilever
http://www.unilever.com/ourbrands/personalcare/Rexona.asphttp://www.unilever.com/ourbrands/personalcare/Sunsilk.asphttp://www.unilever.com/ourbrands/personalcare/Ponds.asphttp://www.unilever.com/ourbrands/personalcare/Lux.asphttp://www.unilever.com/ourbrands/foods/Lipton.asphttp://www.unilever.com/ourbrands/foods/Knorr.asphttp://www.unilever.com/ourbrands/foods/Heartbrand.asphttp://www.unilever.com/ourbrands/personalcare/dove.asphttp://www.unilever.com/ourbrands/foods/BlueBand_Rama_CountryCrock_Doriana.asp


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OF LUX

BCG ANALYSISUnilever


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ON THE BASIS OF SALE

STAR PRODUCT DOG PRODUCT

CASH COW QUESTIONMARK

FORMAL STRUCTUREANALYSIS

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Board of Directors Mr. Syed Baber Ali

Mr. Irtiza Hussain

Mr. Omer H. Karim Mr. FatehaliW.Vellani

Chairman & CEOMs. Musharaf Hai

Finance & IT Human Resource Supply Chain

Home& Personal Care Customer ChannelPeter Harvey Paul Keijzer Qaysar Alam

Thomas Darlow DevelopmentNoeman shirazi

MARKETING ENVIROMENT AUDIT(Micro n Macro)

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MICRO FACTORS COMPANY :

Hierarchy is horizontal. So that our all themanagers have good

collaboration with each other. So, unilevershierarchy is very much supportive in this

regard. SUPPLIER:

We have no threat for supplier specificallyas we have made a contract with the same

supplier who supplies us chemicals andother ingredients of soaps and shampoosand shower gel. So it is beneficial for us to

continue start that product.

MARKETING INTERMEDIATARIES:

No threat for distributors/resellers. As weare using our old chain(by which we supply

shampoos n soaps) for these all. As far asfinancial intermediaries are concerned so

we are sound in this regard.

CUSTOMER:

We are well defining with our targetmarket and segments market. As, ourproduct is neither gender specific nor for

only one social class. So, that we haveenough people to cater with.

COMPETITOR :

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Direct; we have no direct competitors assuch as our product is unique and one of its

type.Indirect; indirect competitors are many. All

those who made face washes n sun blocks.(Here are many huge brands in this regard

so we have a sort of threat). PUBLICS :

Our publics are interested in our product asit may bring a financial interest to our

stock holders, and the other major factorof this is our media public. Its a very good

source for them as it lounge underunilevers company n a very respectable

brand lux.

MACRO

DEMOGRAPHIC:Our birthrate is increasing from last 2years. The segment market we cater areare the middle-uppers n upper-upperseconomical classes. We are not gender

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specific so it also supports our demographs.

ECONOMICS:

As the social class we cater are

economically sound. And the product wegive is also comfortable with respect to

prices.

NATURAL:

Our natural environment is quite sound inthis regard. As the raw material we use is

nether injurious to health nor damages theenvironment. Now-a-days environmentalpollution increases so people are more

shifted towards sun block and these typesof product.

TECHNOLOGICAL ENVIROMENT:

Technologically we are sound as there is no

changes occur accordingly to theadvancement in technology.

POLITICAL ENVIROMENT :Politically we are sound in this regard as no

such policies are there that we shouldadopt or we should not adopt.

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CULTURAL ENVIROMENT:

People trend are now shifting towards usingface washes n sun-blocks due to self

indulgence.

SWOT analysis

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S

Distribution channel

Financial condition

Companys name

Skilled management Raw material

W Less budget for

marketing activities

O

New product

People trends areshifting

T

Strong indirect

competitors Lack of awareness

What is your marketing plan for?

Our marketing plan is to promote the new n

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unique product under unilevers.Under the brand name of lux which havepersona of beauty & style. After the great

success of lux soap, and shower gel we are now

launching a new product.Sun block + face wash = sun wash

the question arises in your minds is all aboutwhy there is a need for this tw0-in-one

product?the answers to these questions are simple and

obviousfirst we talk about our brand persona is of

beauty n stylestyle is the word both for males n females its

something which helps u 2 carry yourpersonality with confidence it include

everything about beauty so it is also important

for both the genders the products of lux arenever gender specific so this time we follow

our same patterns.our this product have both the qualities of sunblock and face-wash we thought about this c0znow a days people do not have time to carrymany thing together. They need everything

they are not only quality oriented but also costoriented.

we have full confidence on our product andthat is becoz we are not only offer excellent

quality, but also @ low cost.

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we are able to supply this @ not much cost aswe dont have to search for supplier not even

distributor.but still we manage our prices due to our name

in the market so we decide our prices oncompetitor bases...

as, sunblock a 100 ml bottle cost 70.00/= andthe face wash 100g in 60.00/= so all-together

cost 130/= bt we give u sunwash in jst Rs.120/=for initial 4months.{we are comparing our

prices with ponds as it is under the companyname of unilevers}

so, briefly speaking we can say that sun washnot only increases yours face beauty but alsoprevent u from radiant sun rays. Its not onlyconvenient to carry, time saving but also easy

to apply. Its for all types of skin.

so, no one have to worry about their specificskin type.

TARGET MARKET ANALYSIS:(basically, for whom we made the product)

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GEOGRAPHICALLY: first we cater Karachi. As we haveconcept of working women is highly found there in Karachi.Although our product is both for males n female. but as faras catering procedure is concerned so 1st in Karachi. Then

in Lahore and finally towards Islamabad.

AGE: 16-36 (2 groups)

GENDER: both (males female)

INCOME: 10,000 and above

OCCUPATION: working men and women, students

SOCIAL CLASSES: upper-lower & middle-upper

BENEFITS: convenient (in-terms of money n time savings)

Segmentation analysis:

Geographically: firstly we cater Karachi then toLahore and finally to Islamabad

Then our movements will b towards Multan,Unilever


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Hyderabad and interior region of sindh and Punjab.

Demographically: firstly we are trying to cater theage groups of 16+ but by changes our promotion we

can cater the people of all 12+ means whole teen-agers we give u the limits of 36 but we can caterthe people of 36+ as its good to use sun screen.

Gender: already our target is to cater both thegenders so no other segment is left to think on that

section.

occupation: we cater the people of gd incomes sostudents and professionals but we cater cater our

labors class n those college students who really careabout their skin.

Income level: we are catering incomes of people10,000+ but we can move down ward as we have

sachet.

Social classes: same case goes withy social classeswe can move up ward as much as we want but thinkabout down ward movement we can only move till

middle-lower. As our brand have only this muchelasticity in prices.

Life style: all those who r strivers, achievers nstrugglers (it help to maintain style)

Personality: its compulsive for gregarious and socialpersons, who are ambitious and want to do

something all those who really care about there skinUnilever


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and health conscious and sun radiations are alsoharmful from health point of view.

Behavioral: occasion: regular use

Beliefs: quality, service. Availability, economical,convenient

MARKETNG STRATEGIES

PRICING:Unilever


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Our pricing is totally based on competitorbases;

By our survey we concluded that the face-wash of NEUTROGENA have its importancen the market most obviously the face wash

of pears is also famous but usually infemales but the face wash of Neutrogena is

famous for both males and females.And we are comparing sun block of LAKMEE

as it has its own good reputation amongthe working class.

So we design our pricing like this that youcan count it very economical.

PRODUCT:Our, this new product has many attributes

which can give you many benefits.

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|- it not only protect you from dirt and sunbut also leave your skin with gloss and no

stickiness

|- its under the brand name of unileversso u have no doubt about its quality.

|- its very economical as unilevers mottois to give u style n quality with the very

less price.

PROMOTION:Being under unilevers we have no threat ofdistributor as our product does not requireany special distributor chain. We distribute

it along with the other lux product.But we promote our product by emphasing

on the companys name which is byunilevers

Instead of by lux because people have

perception about soap towards lux n thatthe same reason for the low returns of ourshower gel.

We dont have enough budgets so put thisproduct of the left shelves of the big

retailers with the poster ofUnilever


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Do you want to wash the sun-burning outof your life see the left...

In small retail outlets we dont use thispromotion strategies we just keep the

product on right most shelves but to pastethe sticker of sun on our shelve with our

product.We also put banners on the billboards on

the places where we are doing theadvertising of our existing product a month

before launching our product we donedifferent promotion but after the launch

our strategies is totally different.For promotion we also put it in the parlorslike mahrose, rose, depliex and bhabhies

they also promote it at low cost because ithave there own profit as well like we do

joint venture so both the parties got goodfeed backs

Our promotion plans also include freesampling of our sachet in colleges nuniversities. Obviously this is not unileversstrategies to do free sampling but we do

this to introduce people about our product

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as our product is exclusively for the peoplewho remain out from morning to evening.

PLACING:We have decided to launch this product

firstly in the Karachi market as the peoplein Karachi have much trend of working and

they also do care about there skin, andstyle and the life there in Karachi is so

busy. People are always searching for theconvenient goods so our product has firstlyto introduce in the Karachi. About placing

so we decide to place it in parlors:in this regard we sign contract with

1stly in, mahrose (as they have manybranches in almost all the places of Karachi

like north nazamabad, d.h.a, p.e.c.h.s,Clifton, gulshan-e-iqbal) and then to other

major parlors.Retail outlet:

(Aghas, naheed, rajneez, imtaiz, smart)

.

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ACTION PROGRAMME FOR NEXTFOUR MONTHS

1ST

MONTH:Signing a contract with metro-cabs and green busesFree sampling at different shopping malls like

millennium, Park-towers, dolmen-mall, forum (byproviding face wash and offering certain gifts on

these washes through lucky draws)We decided to do this in our 3rd week but we are

dong this in the first month of our campaign becauseEID-UZ-AZHA is commencing and the people trends

are more towards shopping at these timings]

2nd MONTH:Advertisement at front quarter page ofDawn on

Sunday

3RD MONTH:Advertisement in magazine and @ websites.

Magazines:Meg monthly

Khwateen monthlyAkhbar-e-jahan monthly

Web-site:

@ Unilevers own website@ Yahoo main page

Below msn messenger

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4th MONTHFree sampling at universities colleges and beauty

parlous.

Promotional budget

1ST MONTH:

Signing a contract with metro-cabs and green

Buses100,000/=

Free sampling at shopping

Malls....200,000/=300,000/=

2nd MONTH:Advertisement in Dawn

225,000/=525,000/=

3RD MONTH:

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Meg monthly (2months) [25,000+25,000]....50,000/=

Khawateen (1 month)50,000/=

Akhbar-e-jahan (monthly).35, 000/=

Web-sites..40, 000/=700,000/=

4th MONTHFree sampling.100,000/=

TOTAL BUDGET.800, 000/=

MARKETING CONTROLUnilever


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For taking feed back of our product we takefollowing steps:

1. supply a slip to consumer a feed backs slip onthere 2nd purchase and pon this they have

chances to win prizes..2. we are targeting for the sales of almost 500units

per month after 2nd month of promotion wefound that out of this estimated amount wewere able to sold 450 units so this is a great

progress3. people not only easy remeber the name of ourproduct but also the colour of our product which

is blue.4. we provide u-comment a UAN line for the feed

back.

Statement of Contribution:

M.Umar Khan:

IntroductionUnilever


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Mission Statement

Ahmar Iqbal

Hierarchy Formatting and Printing

Syed Ghalib Hasnain Zaidi

Whole Section B & C

And remaining of section A

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Export of our productVITALITY

ExporterInvesa corp.

ChannelShip

Port of shipmentKarachi-Dubai-India

Documents

Market and Target Analysis for Lux Product