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Table Of Contents

STRATEGIC PLANNING OF LUX
MARKETING STARTEGY AND MARKETING MIX OF LUX
MARKET SEGMENTATION
THE MARKETING MIX
PRODUCT
PROMOTION
MANAGING THE MARKETING EFFORT
SWOT ANAYLSIS OF LUX UNILEVER PAKISTAN
STRENGTHS
THREATS
OBJECTIVES AND VISION
MARKETING CONTROLS
MEASURING AND MANAGING RETURNS ON MARKETING INVESTMENTS
UNILEVER’S MICRO-ENVIRONMENT
MARKETING INTERMEDIARIES
ADVANTAGES OF RETAIL CROSS-DOCKING
DISADVANTAGES OF CROSS-DOCKING
• Internal Competitors
• External Competitors
INTERNAL COMPETITORS
EXTERNAL COMPETITORS
PUBLICS
ISSUE
ANALYZING AND USING MARKETING INFORMATION
CONSUMER VIEW ON LUX (BOTH IMPORTED AND LOCAL)
LUX CRM (CUSTOMER RELATIONSHIP MANAGEMENT)
LUX: MODEL OF CONSUMER BEHAVIOR
CHARACTERISTICS AFFECTING CONSUMER BEHAVIOR
GROUPS AND SOCIAL NETWORKS:
ONLINE SOCIAL NETWORKS:
PSYCHOLOGICAL FACTORS:
BELIEF AND ATTITUDES:
POSTPURCHASE BEHAVIOR:
CONSUMERS BUYING BEHAVIOR FOR LUX (WHY PEOPLE BUY LUX):
THE BUYING BEHAVIOR OF CONSUMER FOR A NEW BRAND OF LUX
STAGES IN ADOPTION PROCESS
BUSINESS BUYER BEHAVIOR
ENVIRONMENTAL FACTORS
ORGANIZATIONAL FACTORS
PROBLEM RECOGNITION:
GENERAL NEED DESCRIPTION:
PRODUCT SPECIFICATION:
SELECTING TARGET MARKET SEGMENTS
DIFFERENTIATING AND POSITIONING
COMPETITIVE ADVANTAGES
IMPORTED LUX HAS VASTER PRODUCT LINE; THEY PROVIDE LOADS OF VARIANTS
BRAND POSITIONING OF LUX IN PAKISTAN
NEW PRODUCT DEVELOPMENT / PRODUCT LIFE CYCLE
INTERNAL AND EXTERNAL IDEA SOURCES
PRICING UNDERSTANDING & CAPTURING CUSTOMER VALUE
FACTORS SETTING THE PRICE
MARKET PENETRATION PRICING
PRODUCT MIX PRICING STRATEGIES
MARKETING CHANNELS (PLACE)
COMMUNICATING CUSTOMER VALUE: INTEGRATED MARKETING COMMUNICATIONS STRATEGY
IMPACT OF PROMOTIONAL MIX ON SALES
LUX PAKISTAN IS EFFECTIVELY DEVELOPING MARKET COMMUNICATION
CHAPTER 15: ADVERTISING AND PUBLIC RELATIONS
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Final Report LUX Marketing

Final Report LUX Marketing

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Published by ayeshadarling

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Published by: ayeshadarling on Jan 23, 2012
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