Marketing Swot Of Lux Essay

4510 words - 18 pages

Executive Summary

ASSIGNMENT ON PRINCIPLES OF MARKETING

ASSIGNMENT TOPIC: LUX SWOT ANALYSIS AND MARKETING MIX 4P'S

SUBMIT TO:-

TAHAMINA REZA

SUBMIT BY:-

MD SAIFUL ISLAM-0920113642

MAMUN UR RASHED-0920113644

NIJAM UDDIN ABHI-0920113669

MOHAMMAD RAIHAN-0920113673

A S M BADRUL ALAM-0920113656

DILSHAD KHANUM MUKTA-0920113672

CONTENTS:-

Objective of this project…………………………………….04

Methodology of this project………………………………...04

History of Lux………………………………………………04

Ownership…………………………………………………..05

Target customers……………………………………………05

Product related attributes…………………………………...06

Brand elements……………………………………………..07

Brand portfolio……………………………………………...09

Communications……………………………………………09

Lux Pricing and distribution………………………………..10

POP'S and POD' s………………………………………….11

Customer knowledge structure……………………………..11

Sources of Brand equity…………………………………….12

Brand Mantra's of LUX…………………………………….12

Resonance……………………………………………………12

Judgment……………………………………………………..13

Feelings………………………………………………………13

Performance …………………………………………………13

Imagery………………………………………………………13

Major issues …………………………………………………14

SWOT analysis of LUX……………………………………..14

STRENGTHS………………………………………………..14

WEAKNESSES……………………………………………..15

OPPORTUNITIES…………………………………………..15

THREATS……………………………………………………….16

Brand Strategies………………………………………………….16

4 P's of LUX Brand……………………………………………...17

Recommendations……………………………………………….18

Conclusion……………………………………………………….19

ACKNOWLEDGEMENT

We would like to thanks Miss Tahamina Reja for assigning such an interesting project which has really explored our real talent and it helped us to make projects for our professional life.

It has been really knowledge sharing experience to make this project. We would also like to thanks Mr. Mudassar and Mr.ramadan the project sells officers LUX Bangladesh for helping us to make us better known what basically marketing mix of LUX is.

Objective of this project

This project is an outcome of an analysis of Lux brand by Unilever Bangladesh Ltd. The main purpose of the project is to find what strategies the company uses to market its world famous beauty soap, LUX, in Bangladesh ; the positive and negative aspects of those strategies.. The project discusses the process of using market segmentation, target marketing, the product, pricing, promotional and distribution strategies and a competitive analysis as well as customer based brand equity of Lux.

Methodology of this project:

For accessibility and availability of information we have chosen to work on the strategies of Unilever Bangladesh Ltd. Most of the information used in this project is from primary Sources. The main source of information was the focus group discussion. In addition information was also collected from websites and collected through the distributors...

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