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
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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