Acknowledgement

First and foremost, we would like to thank ALMIGHTY Allah for His help. He granted
us the ability to undertake this subject. It is by His Will that we have been able to
complete our term report.
We are truly indebted to Miss Sameena Hassan for giving us this incredible
opportunity to gain tremendous knowledge in the subject of marketing. She showed
commendable gesture of believing in our potentials and guided us throughout the
completion of this term report.
I am highly indebted to Unilever for their guidance and constant supervision as well
as for providing necessary information regarding the project & also for their support
in completing the project.
I would like to express my special gratitude and thanks to Mr. Samir Sultan for
giving us such attention and time.
We thank and appreciate our colleagues who helped us in developing the project
and people who have willingly helped us out with their abilities.

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Executive Summary

The following report gives an overview of the recently introduced Lux Body
Wash in the market. Moreover, the report will briefly outline the marketing
strategy used by Unilever. It will also include the target market and product
price.
This report will also focus on the SWOT analysis, factors influencing buyers
behavior and market segmentation and targeting.

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Contents
Current Marketing Situation.................................................................................... 4
SWOT Analysis........................................................................................................ 6
Objectives and Issues.............................................................................................. 7
Marketing Strategy.................................................................................................. 7
Action Programs.................................................................................................... 17
Budgets................................................................................................................. 19
Controls................................................................................................................. 21

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Current Marketing Situation

Lux, which holds a reputed place in the market for bar soaps, now plans to hit the
market with liquid body wash .In Pakistan, the body wash market comprises of
Johnsons, Gillette, Adidas, Palmolive, pears etc. The use of body wash is not really
common and therefore, the main goal is to convert people using bar soaps to body
washes.

Market Description:
We all want to be pampered, to look good and to feel great, to enjoy that moment
when anything seems impossible and that is just what Lux offers you on a daily
basis at a price that you can afford. Unilever Pakistan segments their market
according to geographical areas. The population of the country is segmented into
three parts which are urban, sub-urban and rural area consumers. Lux , for its body
wash campaign targets consumers who fall under the urban and sub-urban areas
and completely ignores the rural, as they dont have much recognition and
knowledge. Target consumers include the household, students and mainly women
aged 18-30, women who are personal care conscious, interested in retaining soft
and smooth skin and have high brand loyalty towards personal care products.

Product Review:
The Lux range of fragrant body washes are designed to leave your skin feeling
refreshed and smelling delicious. Its main characteristics are:

It contains methadol giving a crystal opaque like look

It contains pearlizing agent which gives it a more premium and flashy texture
It has 5 times the amount of extract to give added vitamins and nutrition to
skin
It leaves you feeling squeaky clean
It is economical in terms of its superior lather volume
It has added silk protein extract which forms a creamy layer that retains skin
moisture
It has three variants:
i) Peach and Cream
ii) Strawberry and Cream
iii) Magical Beauty
It comes in 2 types of packaging:
i) Body Wash 220 ml for Rs.175
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ii) Loofah Pack (Loofah & 220 ml Body Wash) for Rs.195

Competitive Review:
Competition always exists in the market. Key competitors of Lux body wash include:
1) Gillette:
When it comes to feeling your best every day, its all about getting clean. Gillettes
full line of body wash for men gives you the power and performance you need to
wash away oil, dirt, sweat and body odor, every time you step in the shower. They
have six variants and all for men.
2) Johnsons :
This delightfully scented body wash does more than indulge skin with irresistibly
soft lather. It's also shown to moisturize for 24 hours, leaving skin feeling irresistibly
soft and smooth.
3) Pears :
It is especially made to take care of sensitive and delicate skin, cleansing thoroughly
yet gently rinsing clean. 100% soap free. It is hypoallergenic and contains mild
cleansers.
4) Palmolive:
The Palmolive Naturals range of shower gels are enriched with the goodness of
natural ingredients to help moisture and care for your skin in one easy step. All of
them are dermatologicaly tested.
5) Bar soaps :
90% of the cleansing market is based on bar soaps. Soap still has a loyal following,
particularly among women and older people. Some bar soaps have exfoliating
properties that are generally not found in body washes. A 10-ounce bottle of body
wash will cost you approximately $0.17 per wash, while a single bar of soap will cost
you just $0.012 per wash.

Channels and Logistics Review:

Since Lux Body wash is a premium product, its distribution and channel strategy
differs from the norm. It will be launched only in the top 23 towns of Pakistan which
include Karachi, Lahore, Islamabad, Faislabad, Gujranwala, Sialkot, Multan,
Hyderabad, Bahawalpur etc. It will be not made available in rural areas as they have
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little or no recognition. Modern trade is the preferred channel and all major
supermarkets/superstores nationally will be carrying the product.

SWOT Analysis

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STRENGTHS
>Strong market
research.
>Perceived to have high
value for money (strong
brand promotion but
relatively lower price
which is a winning
combination in the
popular segment)
>Strong sales and
distribution method
>Strong brand image.
>Positioning focuses on
the attractive beauty
segment
>Katrina Kaif- strong
asset.

OPPORTUNITIE
S
>Untapped Market: The
body wash market is
unnoticed in the rural
areas, so our
opportunity would be to
get people into using
body washes.

WEAKNESSES
>Not much popular in
the rural areas
>Dont have line for
shampoos or body
washes
>Mainly positioned
towards women( lacks
uni-sex appeal)

THREATS
>Resistance of the format
>More competition
(Basically imports)

Objectives and Issues

Objectives:
Lux Body Wash has the set the following objectives for entering the market:
-To increase market share.
-To increase earnings.
-Conversion from the usage of bar soaps to liquids through Lux Body Wash.
-Make Lux Body Wash the most preferred brand among body washes.
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Issues:
The major issue that the product faces is that the usage of body washes is not very
common here. Out of all the skin cleansing products, the usage of body washes is
just 1%. Thus, in order to capture the market Unilever uses effective techniques and
marketing strategies to promote the product and build usage of liquids and body
washes among consumers.

Marketing Strategy
Lux Body Wash mainly targets urban women aged 18 to 30 who are very conscious
about their personal care and want to retain soft and smooth skin. They have a high
brand loyalty towards personal care products. For this, they hit the markets of tier 1
cities i.e. Karachi, Lahore and Islamabad. On the other hand they also target women
dwelling in sub-urban cities like Bhawalpur, Multan and Hyderabad who have the
buying power but little to no recognition or exposure of such products.
Unilever doesnt use the traditional 4ps approach for marketing. Their marketing
strategy is based on the MDM Wheel (Market Development Model) which is a finer
version of the traditional approach. The model comprises of 9 key elements which
are:
1.
2.
3.
4.
5.
6.
7.
8.
9.

Product is Hero
Right Size/ Price
Education Campaign
Product Experience
Product Availability
Product Visibility
Alligned Promo Strategy
Scale
Customer Buy-in

Market Development Model

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Premium
and
Superior bathing
experience
A&P
Investment:
Rs. 140
million vs. bar to add to Customer assortm

Yr 1 50%, Yr 2 70%

TV, Radio, Outdoors, Digital

Massive sampling Program

-Superior formulation than bar soaps.

-Methadol and Pearlizing agents.
-silk protein extracts to retain skin moisture.
-3 variants.
-Attractive packaging

Conversion from soap bars to liquids through Lux Body Wash

Cross promotion with bars
Out-of-category display
In-store merchandizing

Lux Body Wash 220 ml @ Rs. 175

-Loofah pack 220 ml @ Rs. 195, 120 ml @ R

Available in supermarkets/ super stores nationally

- 23 urban towns
-7500 stores
Education
-Avoid in-store shortages

through
Product Sampling:
In-store BAs
Valet ParkingTV content Integration
-Entice
-vending machine
-Inspire
Direct Experience
- Educate

- Lux Luxury Lounge

- Floats

Product is Hero:

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Lux body wash offers a superior formulation than bar soaps in terms of lather and
skin feel. It contains methadol and pearlizing agents to give it a crystal opaque look
and a flashy texture. It also contains extracts that give added vitamins and nutrition
to your skin and additional silk protein extracts that forms a creamy layer which
helps retain skin moisture. The product has three variants:
-Strawberry and Cream
-Magical Beauty
-Peach and Cream
Attractive packaging is another element that adds on to

the product.

Right Size/Price:
The pricing strategy of Lux Body Wash is as follows:
Body Wash
(All 3
variants)
Loofah
Pack

Size
220 ml

Price
Rs. 175

Education Campaign

220 ml
Rs. 195
The
main campaign idea of Lux
120 ml
Rs. 99
Body
Wash is, Dress your skin
in liquid silk. Lux introduces a luxurious bathing experience with Lux Body Wash
which gives a new kind of softness to your skin just like liquid silk.
For any product to be successful, it is necessary to educate the consumers about it.
Unilever used the following media to educate their target consumers about Lux
Body Wash.
In Store Brand Ambassadors:
Unilever Pakistan used in store brand ambassadors who were good looking girls
dressed in purple silk gowns to educate people about the product efficacy and
loofah usage and hand over product samples to them.
They also carried iPad to show a demo on how the lather is created using loofah
with Lux Body Wash.

Content Integration:

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They used communication flow through TV to educate people about the product.
This communication flow was broken down into three phase:
Entice:
In this phase of the communication flow an 8 second teaser was broadcasted
on TV and an audio version of it was played on Radio. At this point only the
brand name was revealed. However, the product was kept under the mask to
leave people curious about what was coming up.
Inspire:
The second phase of the communication flow revealed the launch of Lux Body
Wash and broadcasted a 30 second thematic on different television and radio
channels all over Pakistan. Apart from this, the following strategies were also
used in this phase:
-Channel Linking:
Visual cues can make a marvelous impact on what the audience can retain.
Hence, they planned to own TV as a platform that can visually trigger the
audience through channel linking where a band of 5 celebrities endorsed the
product and talked about the benefits and luxury of Lux liquids. The band
included Ayesha Omar, Kiran Khan, Javeria Abbasi, Nazia Malik and Eshita.
-On-ground Events:
Testimonials and comments about Lux Body Wash were taken by people,
celebrities and ambassadors to amplify the activity across channels.
-Evolution Game:
They came up with a mix and match game of products that have evolved
over time just like bar soaps have evolved into body washes. The winners got
free spa vouchers. However, this was a very successful medium.
-Online Advertising:
As majority of the people now spend more time on internet than on TV,
Unilever used online advertisement on various famous websites like
Facebook, Msn, Tribune, Fashion Central etc.
Educate:
In this phase of communication flow a 15 second tactical campaign on loofah
usage with Lux Body Wash was broadcasted on various TV channels to
educate the target audience.

Product Experience:
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Product sampling and direct product experience play a vital role in make a
product a successful one. Unilever Pakistan used the following techniques to
capture the interests of their target consumers:
DIRECT PRODUCT EXPERIENCE:
-Lux Luxury Lounge:
With the activation of Lux Luxury Lounge, they tried to make their consumers
feel special by providing them with a sensorial experience of liquid luxury and
that of being pampered. A well
Decorated set up was taken to malls and supermarkets like Metro and Macro
where women were given manicure and pedicure and had the product tried
on.
-Salons:
Experiential zones were created in some salons where Bas gave product
experience and educational sampling to all visiting clients.
-Floats:
Fancy and well equipped vans were parked in universities, girl colleges,
apartments and clubs where women were given luxurious experience of Lux
Liquids.
PRODUCT SAMPLING:
-Sampling Units:
The sampling units included 30ml bottles of Lux Peach & Cream in beautiful
satin draw-string pouches. 50,000 sampling units were given away.
-SMS Based Sampling Through Vending Machines:
Unmanned vending machines were placed in places like cinemas, gaming
areas, restaurants, cafes and female salons.
-Valet Services:
Lux sponsored Valet parking services were provided at major restaurants, cinemas
and shopping markets. Well suited valet boys parked the cars for the people
coming in and left behind a sample Lux Body Wash.

Channel

Experienti
al

Sampling

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Malls
Universities/Colle
ges
Apartments
Clubs
Salons
Recreational
Areas
Sunday Bazaar
Markets

Product Availability:
Since Lux Body Wash is a premium product, its distribution and channel strategy is
different from the norm. It is launched in the top 23 towns of Pakistan only and not
in the rural areas. Unilever prefers modern trade and monitors its product
availability in smooth manner to avoid shortages. Lux Body Washes are available in
all supermarkets and superstores nationally. There are now 7500 stores in Pakistan
carrying the product.

Product Visibility:
To succeed in business it is necessary to make others see things as you
want them to see.
-John H. Patterson
Product visibility is the principle idea behind the success of any product. Marketers
strive hard to make their product visible to consumers in the best possible way.
Unilever uses cross category display, primary and secondary shelf display and
attractive promotional setups in all major super markets like Hyper star, Metro and
Macro.

Aligned Promotional Strategy:

Unilever used a large, sustained and consistent level of investment for the
promotion of Lux Body Wash. TV, Radio, Outdoors and Digital were the main media
used to influence the target consumers.
TV:
Visual cues can make a marvelous impact on what the audience can retain. Hence
Unilever decided to own TV as a platform that can trigger the audience by
associating with various morning shows, TV Serials, magazine shows and talk shows
and sponsoring them.
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During the launch they decided to have a Big Bang Entry and have more than 16
hours of brand exposure for 3 days on 15 channels where the first and last
promotional ad during every interval would be of Lux Body Wash.
CHANNEL STRATEGY
Entertainment 63%
Geo Entertainment, Hum Tv,
ARY Digital, A plus
Music & Movies 10%
HBO, Play
News 27%
Geo News, Dawn News,
Express, Samaa, ARY News
After the 3 days of big bang entry they decided to continue with their normal
advertising taking the sponsorship of high affinitive programs
They also used channel linking for the product promotion where celebrity endorsers
talked about the products benefits and their sensuous experience of using Lux
Body Wash.
Radio:
Through research they projected the peak times at which housewives and female
students listened to radio. The commercial signature tune was played as the
background score of every transmission being aired at those times. After the launch
they created a slot named Soft Melodies with Lux Liquids where customized
playlists were played across the channels at the same time.

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Peak Listening Hours

Female students
Housewives

Major radio channels selected were: FM 91, FM 107, FM 99 and FM 89.

Outdoors:
Outdoors is another media to grab the attention of the target consumers. Unilever
Pakistan used heavy outdoor promotions like attractive and eye catching hoardings
with silky flap cutouts and backlit bottles, gantry signs, building wraps, bridge
panels, wall panels, pylon signs, pole signs and streamers to influence the
consumers.
Outdoor Summary
City
Lahore

Islamabad

Faisalabad
Karachi

Outdoor Type
Spectaculars
Gantry Signs
Building Wraps
Bridge Panels/ Gantry
Signs
Pylon Signs
Building Wrap
Spectaculars
Gantry Signs
Pole Signs
Streamers

Number
7
2
1
2
10
1
5
2
60
900
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Print:
Loofah cutouts as inserts, magazine covers and full page ads were used printed in
leading magazines and newspapers like:
-Dawn Images
Magazine

-News Instep

-Fashion Collection

-She

-Jang Sunday Magazine

Womens Own

-GT

-Diva

-Akhbar e Jahan

-Readers Digest

-Visage

Digital:
To promote their product in the best possible way, Unilever tried to cover all
possible touch points to reach their target females. They used online advertisment
websites like Facebook, Msn, Fashion Central and Tribune. A facebook fan page was
also created which introduced different apps and an Evolution game to attract the
target audience.

Scale:
Unilever has invested a substantial amount of around Rs. 140 millions for the
advertisement and promotion of Lux Body Wash which has contributed a great deal
towards the success of the product and increasing its sales. Projected contribution
was 50% in year 1 and 70% in year 2. The sales had risen incredibly and reached
their peak within the first 10 weeks of launch.

5
4.5
4
3.5
3
2.5
2
1.5

Column2

1
0.5
0

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Customer Buy-in:
Lux Body Wash provides a premium and superior bathing experience as compared
to bar soaps, this quality adds on to customers assortment of the product. The
liquid silk luxury that the product provides definitely gets the target consumers to
buy it.
Unilever Pakistan used experiential and sampling phases in malls, colleges and
supermarkets which encouraged customers to buy Lux Body Wash there and then
from the counters. Their immediate purchase was incentivized with a free loofah.
These phases included:
-Lux Luxury Lounge

-Floats

-Product Demos

-On shelf fragrance testers

-Valet Services

-Vending Machine Sampling

Gaining Long-term Consistency:

Unilever Pakistan strives hard to gain long-term consistency in all their efforts to
make their marketing strategy a success. They ensure that the quality of the
product is up to the mark and the raw materials used are available in the right
quantity and at the right time. It also takes into account that the prices of the
product offered are in accordance with the customers perceived value. Apart from
this the company has a well established distribution system that makes sure that
the product is readily available in the market and there are no on-shelf shortages.

Marketing Research:
Effective marketing research is the key to the success of any company; it helps to
bring innovation and development. Unilever considers innovation as the lifeblood of
its business, for this they have a Research and Development Department which is
treated as an asset. The R&D Department strives to build capacity in the market
and gain greater customer value and understanding.

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Action Programs
The action program of Lux Body Wash is divided into three main parts:
1. Entice:
A teaser of the product will be launched
2. Inspire:
Lux thematic will be broadcasted. All female centric time slots like
morning, matinee, early prime time, prime time and late prime time will
be covered.
3. Educate:
In this part of the action program a 15 second trailer will be broadcasted
educating the users by showing them the step by step usage.

Key Timelines:

Package Materia/ Sleeves Arrival: Week 7 (Feb 16)

Product/Raw Material Arrival: Week 8 (Feb 22)

Production: Week 9 (Feb 26)

Primaries: Week 10 ( March 07)

Theatrization: Week 13 (March 25)

Entice ATL Break: Week 13 (March 25)

Campaign Calendar:
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Entice Escape
Away

Inspire Reveal Lux

Liquid Silk
Educate Step by
step usage

Teaser 3rd

Lux Thematic 7th

15 Sec

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Budgets
Gross Margin Summary

Pack Size
x Variants

Price

LUX
LIQUIDS
BOTTLES :

Volumes
2011

Cont%

GM%

174

100%

45.8%

133

77%

45.8%

220ml x 3
variants

175

116

87%

47.1%

120ml x 1
variant

99

17

13%

37.1%

41

23%

45.9%

POUCHES:
180 Ml x
1 Variant

140

22%

43.6%

180 Ml x
2 Variants

125

32

78%

46.6%

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Investment Mix

Total
Spend
140 Mn

ATL
96 Million
69%

TV: 71 Million
Outdoor: 15 Million
Content /PR: 4 Million
Print: 2 Million
Radio: 2 Million
Digital: 2 Million

BTL
16 million
11%

IMTs/LMTs
Schools/Colleges
Malls
Salons

Trade/In store: 17 Million - 12%

Packmat: 5mn 4 %
Sample: 6mn- 4%

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Controls
For every medium Unilever has different controls and tools.
1) Media:
When it comes to TV and other types of media Unilever has intermediaries
(3rd parties). These 3rd party agencies track down TVC across channels. These
agencies provide Unilever with duration, spots, GRPs, timings and channel
mix.
2) Outdoor:
Likewise for outdoors (billboards) Unilever has 3 rd parties who track the daily
wear and tear of the sites.
3) Stores:
As for trade, Unilever officials often step out and do market visits themselves.

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