Marketing Plan: Lux Soap

6666 Words Feb 20th, 2007 27 Pages
TABLE OF CONTENTS

Executive Summary

Introduction

Product Profile

History of LUX

Industry Analysis

Swot Analysis

Segmentation Basis

Marketing Mix

Product Life cycle

EXECUTIVE SUMMARY

Lux Soap came into existence in 1964. Lux occupies a large market share in the Pakistani soap market as well as the international arena. The new Lux, with the sunscreen formula, is targeted towards a different market segment as compared previously to previous Lux. Lux is the first brand to bring the sunscreen concept in soap industry. Lux plans to cater to all these customers. "Beauty begins with Lux. "The strategy that is used by lever brother for their lux sunscreen is on specific "product Benefits strategy" as the lux sunscreen promotes "Sun
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This is Unilever's road to sustainable, profitable growth for our business and long-term value creation for our shareholders and employees.

PRODUCT PROFILE

Lever Brothers Pakistan Limited manufactures and markets beverages, food and detergents and personal products. The beverages division manufactures and distributes tea and coffee under the brand names "Lipton" and "Brooke Bond". The food division manufactures edible fats, cooking oils and ice cream under the brand names "Polka, "Wall's", "Blue Band", "Planta" and "Dalda". The detergents and personal products division manufactures and distributes soaps, shampoos and fabric and home care products under such brand names as "Surf", "Vim", "Lux" and "Clinic". Its ultimate holding company is Unilever PLC, in United Kingdom. Beverages accounted for 40% of 1999 revenues; detergents and personal products, 30% and food, 30%.

EXECUTIVE SUMMARY

Lux Soap came into existence in 1964. Lux occupies a large market share in the Pakistani soap market as well as the international arena. The new Lux, with the sunscreen formula, is targeted towards a different market segment as compared previously to previous Lux. Lux is the first brand to bring the sunscreen concept in soap industry. Lux plans to cater to all these customers. "Beauty begins with Lux. "The strategy that is used by lever brother for their lux sunscreen is on specific "product Benefits strategy" as the lux sunscreen

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