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Project on LUX Pakistan

Project on LUX Pakistan

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Published by ahmad119

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Published by: ahmad119 on Dec 30, 2009
Copyright:Attribution Non-commercial


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Project on LUX PakistanUnilever ProductSubmitted To: Sir Hanif ShahzadSubmitted By: Haroon Asghar 2062-FMS/BBA/F07Department of Business AdministrationInternational Islamic University Islamabad
First of all I am really thankful to Almighty Allah who gave me the strength to work on the project and complete it in time without any hurdles. I would also like to thank my teacher Mr.Hanif Shahzad who gave me the confidence and guidance at every step of my research. This project helped me to know more about the Unilever Pakistan and gave me a chance to see theremarketing strategies and to study on there product LUX.
Executive Summary
Unilever is a multinational consumer product manufacturing giant operating in over hundredcountries all around the globe. Unilever Pakistan is the Pakistan chapter of Unilever, where thecompany holds 60.75% share whereas the Government of Peoples Republic of Pakistan holds39.25% share.Unilever’s one of the most popular brand is LUX. They segments LUX.’s market according togeographical locations. It further differentiates these segments into Socio Economic Cluster (SEC) which takes into account the criteria of education and profession which ultimatelymeasures the financial ability of consumers. The cluster is divided into five parts starting from Ato E. Unilever targets the urban and sub urban upper middle class and middle class segment of the population, who falls under A to C of SEC.Tactical marketing tools, 4P’s, are extensively used by the company to market LUX. ThoughLUX is produced in Pakistan, Unilever Pakistan maintains the same standard all around theglobe. The product is available in six different fragrances under three different sizes. Since thedemand for beauty soap market is to a great extent oligopolistic, variations in price lead to pricewar which can eventually break down the company’s market share. Thus Unilever cannot provide a better price than its competitors. But the price is affordable by most of the people.Unilever Pakistan has outsourced its distribution channels to third party distributors which allowthem to distribute LUX in massive bulks amounting to around ten million pieces. It undertakesthe largest promotional activities in the beauty soap industry.The beauty soap industry has a few major producers of which Unilever holds market share of slightly less than 50%. Other competing brands like Dove, Rexona and Capri have started tohave a strong consumer base, but LUX.’s product features distribution and promotional activitieshave created high brand loyalty for which it is still the market leader.

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second2nonn liked this
Rao H Khan added this note
good effort ,usefull
Muhammad Jan added this note
nice afforts
hamid4031263 added this note
I shall appreciate your kind Assistance. Anticipating your Timely Response at Hamid403@gmail.com Thank You !
hamid4031263 added this note
What is Total Market volume of Laundry soap in Pakistan to this date? What is Total Market volume of Detergent soap in Pakistan to this date? What is Total Market volume of Dish-wash Liquid in Pakistan to this date?
hamid4031263 added this note
Hi im Hamid, we are conducting a Market research Survey on Soap Industry in Pakistan, I would appreciate your Kind and Generous assistance in providing answers to these Project related questions.. What is Total Market volume of Toilet soap in Pakistan to this date? What is Total Market volume of Beauty soap in Pakistan to this date? What is Total Market volume of Laundry soap in Pakistan to thi
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