Presentation on

LUX vs DOVE
Presented by
Mukut Singha Phukon
Roll No 61
 Introduction to Lux
 Lux stands for the promise of beauty and glamour as
one of Pakistan most trusted personal care brands.
Introduction to Dove
 Dove is a personal care brand owned by Unilever.
 Dove is sold in more than 35 countries.
 It offers consumers products for self grooming.
 Positioning of two brands
 Lux has been segmented on the basis of demographic
factors like age,lifestyle etc.
 Its main target market is from the age group of between
16-40 and urban and semi urban areas . The brand is
being positioned the favorite soap of film stars has been
consistent in terms of communication and positioning.
 Dove has segmented and targeted the market towards
urban areas as it is being positioned and repositioning as
the premium brand like , mildest soap,trail for
results.Globally it is not soap but a cream bar.
 Maintain better standards of of quality.
 Its tries to change the psychology of an average looking
women that she can look equally beautiful .
Have they defined their
positioning correctly
 The answer is yes because both the company defined
their market position correctly. Because their target
market was correct.
POINTS OF PARITY

 Both are bath soap.

 Target girls and women of all ages.
 Both the product have beauty soaps.
POINTS OF DIFFERENCE
 The LUX is not given a notable placement on the shelves of different retail
shops and departmental stores for its sales promotion.
 LUX’s secret of longevity has been its consistent evolution be it the soap
colour, packaging or new variants, the brand has banked on innovation to
keep its youthful image intact.
 Dove products are priced at a premium.
 Consumers perceived high priced as an indicator of quality.
 Focused on women beautiful in their own way.
Thank You