Lux Marketing Case Essay

5309 words - 22 pages

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Submitted to: Mr Kazi Irfan

Date of Submission: 14/05/2006

Submitted by:

• Tehzeeb Syed
ID#: 2006-2-1-5697

• Fariha Zaib
ID#: 2006-2-1-5994

LETTER OF TRANSMITTAL

Mr. Irfan Qazi
Principles of Markeing

Institute of Business Management
Karachi.

Dear Mr Irfan:

Enclosed is a copy of Report on Marketing Principles of LUX- Unilever Pakistan. This report is a summary of our findings from the work that we completed during the spring semester of 2006 on Marketing Priciples applied for Lux bar soap.

The report contains detailed information about the marketing ...view middle of the document...

We are thankful to him for giving us his crucial time. We are also thankful to Mr. Zulfiqar Ali Ansari, Assistant Brand Manager Lux, who helped us immensely for preparing this assignment and provided enormous information about Lux and Unilever

Sincerely,
Tehzeeb Syed
Fariha Zaib

TABLE OF CONTENTS

Title Page #:
❖ Executive Summery…………………………………………………... 5
❖ Foundation of Unilever…………………………………………….. 6
❖ Unilever Today ……………………………………………………….. 7
❖ Unilever Pakistan……………………………………………………. 7-8
❖ Unilever’s Mission ……………………………………………………..9
❖ Unilever Pakistan’s History and Business Portfolio…………...... 9-10
❖ Introduction to Lux…………………………………………………….. 11-12
❖ Target Market and Marketign Obejectives…………………………… 13
❖ Competitors……………………………………………………………….14
❖ Marketign Mix……………………………………………….…………. 15-27

➢ Product…………………………………………………………… 15-16
➢ Packaging and Lebeling………………………………………… 16
➢ Pricing …………………………………………………………. 17
➢ Positioning……………………………………………………. .. 18
➢ Placement………………………………………………………….. 19
➢ Lux Market Catagories…………………………………………… 20-22
➢ Promotional Mix………………………………………………… . 23-27

❖ Sales Management Department………………………………………….. 28-29
❖ Sales Training and Development………………………………………… 30-31
❖ Training and Development Programs……………………………………. 32
❖ Ethical Stance of the Company……………………………………….…… 33
❖ Conclusion……………………………………………………………….…… 34
❖ Recommendations…………………………………………………….……… 35
❖ Bibliography………………………………………………………….………… 36

EXECUTIVE SUMMARY

This report is undertaken to give the readers an insight of the marketing and sales principles applied at Lux – Unilever Pakistan. Lux is a premiere brand in the soap market and is one of the most popular brands gloabally . The brand has an impressive recall and the company has earned a great deal through the very product.Its association with celebrities and stars has always differentiated Lux from the rest.

The report consists of major marketing tools used by the company and focuses on giving concrete information about different marketing processes at the company. In addition to that, sales management hierarchy and practices are also highlighted. Distribution network is also given imperative importance as the company believes that its strength lies in its distribution set up. Nonetheless, report also covers Uniilever’s journey from its origin and the business portfolio in Pakistan.

Recommendations to improve the process at the firm are also incorporated in the report to identify the areas where the company can improve. All in all, after reading the report one can realize the marketing, sales and distribution processes applied by Lux.

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