Marketing Plan Of Lux p6i4z

Marketing Plan of Lux

Term paper on Marketing Plan of Lux.

Submitted by Name

ID

Md. Shahinul Islam

102011032

Md. Tasrif- Ur- Rahman

102011114

Dilruba Yeasmen

102011171

Sanjida Begum

102011183

Shaila Ferdous

102011197

Submitted To Course instructor: Mohammad Sakhawat H Bhuiyan Course code: Bus-314 Sec-03

Date of Submission: 1st August, 2012.

Acknowledgement At first, we would like to thank the almighty Allah for his grace in accomplishing our term paper timely. Our course teacher Mohammad Sakhawat H Bhuiyan played the vital role by providing us the guidelines of preparing this term paper and presentation. We express our profound indebtedness and gratitude to him for his valuable advice that helped immensely in preparing this term paper. By providing us the opportunity of preparing this term paper, he has enabled us to relate the academic knowledge of marketing management with the practical scenario. We would also like to thank Faisal Ahmed for his help. Our special thanks go to our parents, sister for their encouragement.

1st August, 2012 Mohammad Sakhawat H Bhuiyan Department of USB University of Liberal Arts Bangladesh Dear Sir

Subject: Request for accepting our term paper.

We are requesting you to accept our term paper on marketing plan of Lux. We prepared this term paper in consideration of your all instruction.

We tried our best to present this term paper in a manner which you taught us in the class. While we started to prepare this term paper the knowledge of Marketing Management helps us a lot. In this term paper we tried to make a proper marketing plan of Lux.

Sir, if you have any confusion or any question regarding this term paper please at the following mobile number or Emil.

Mobile No: 01721658714, E-mail address: [email protected].

Sincerely,

Md. Shahinul Islam

102011032

Md. Tasrif- Ur- Rahman

102011114

Dilruba Yeasmen

102011171

Sanjida Begum

102011183

Shaila Ferdous

102011197

Table of contents Chapter 1 1.1 1.2 1.3 1.4 1.5 2 2.1 2.2 2.3 2.4 3 3.1 3.2 3.3 3.4

Title Executive Summary Introduction Unilever at a glance Objectives of the report Scope of the study Methodology of the study Limitations of the study The company History of the company Mission of the company Vision of the company Service offering About product Product introduction Product category Product types

Page No Vii 1 1 1 1 2 2 2 2 3 3 4 5 5 5 5

Corporate connection of marketing plan

7

Environment analyzing & forecasting

7

4.1

Internal environment

7

4.2

External environment

7

4.3

Competitive analysis

9

4.5

Market trend & potential

9

4.6

SWOT analysis of lux

9

5

Segmentation & targeting

10

6

Objectives of Lux

12

7

Marketing Strategies

12

7.1

Marketing position of Lux

13

7.2

Product management of Lux

13

4

7.3

Pricing

14

7.4

Distribution

14

7.5

Marketing communication

15

8

Action programmes

16

9

Financial projection

17

10

Implementation control

19

11

Conclusion

20

12

Bibliographies

21

Executive summary

Unilever is a multinational consumer product manufacturing giant operating in over hundred countries all around the world. Unilever’s one of the most popular brand is LUX. And lux fulfills the corporate connection of Unilever. Unilever follows the government rules & regulations & lux is sold according to the socio-culture of our country. Lux is segmented according to the geographical locations of our country. Targeted customers are the urban and sub urban upper middle class and middle class people. There are other competitor of lux but among of them lux’s market share is high. Market trends & market potential is satisfactory of lux. And the main objective of lux is to satisfy the customer. Lux marketing strategies is good. Lux positioning strategy, product development, pricing, distribution, marketing communication or promotion activities is done nicely. So lux position is high, product is best, price is affordable & promotional activities are really very good than others. So day by day lux is creating a special image in the customers mind & they are capturing the market in a large number. The total marketing plan will be implemented by different departments. And the financial projection of lux is good now. Because it is now on maturity stage. But at the last stage of maturity their total sells will be equal to total profit. And that will be their breakeven point. Now the sales of lux are really very good. So the profit is high. But after the maturity stage this product may be destroyed or this product may be re-launched again in a new feather according to the customers demand. Though Unilever companies strategy is good but Unilever Bangladesh should undertake further steps such as- moving towards the rural and poorer segment, attract children by making a special product for kids and other innovative promotional activities to retain its command in the industry.

1) Introduction

1.1) Unilever At a glance: Unilever is one of the world’s largest and leading multinational companies; Unilever commenced their business activities on a larger scale by setting up their first factory in Netherlands, in the year of 1872. Operating in Bangladesh for over the last four decades the company is trying to significantly contribute towards the augmentation of the standard of living by bringing world class high quality products at the door step of their customers. Unilever Bangladesh Limited, a fast moving consumer goods company, engages in the manufacture and distribution of home care products, personal care products, and foods. The company was formerly known as Lever Brothers Bangladesh Ltd. and changed its name in December 2004. Unilever Bangladesh Limited was founded in 1964 and is based in Dhaka, Bangladesh. Unilever Bangladesh Limited is a subsidiary of The Unilever Group. The usage of Unilever products by over 90% of the people in Bangladesh stands a testimony to their successful operation. . Their array of products show that they produce household care, fabric cleaning, skin cleansing, skin care, oral care, hair care, personal grooming, and tea based beverage products under worldwide famous brand names Wheel, LUX, Lifebuoy, Fair & Lovely, Pond's, Close Up, Sunsilk, Lipton, Lipton Taaza, Pepsodent, All Clear, Vim,Surf Excel, and Rexona. 1.2) Objective of this report: This report is an outcome of an analysis of marketing Plan used by Unilever Bangladesh Ltd. The main purpose of the report is to find the planning what the company uses to market its world famous beauty soap, LUX, in Bangladesh. The positive and negative aspects of those strategies. The report further analyzes the position of Unilever Bangladesh Ltd. in the toiletry industry in comparison to its competitors. The report discusses the corporate connection, process of using market segmentation, target marketing, the product, pricing, promotional and distribution strategies and a competitive analysis action activities and implementation control. 1.3) Scope of the study: The geographical scope of the study was restricted to the Bangladesh due to time and resource constraints. The study is being exploratory in nature.

1.4) Methodology of the study: For accessibility and availability of information we have chosen to work on the marketing plan of Unilever Bangladesh Ltd. As the company operates in the market with a huge number of products in different industries, we have decided to focus on one of their world wide successful brands, LUX. Most of the information used in this report is from secondary sources. The main source of information was the focus group discussion. In addition information was also collected from websites. 1.5) Limitations of the study: Every attempt will be taken to obtain the meaningful & error free result but as nothing in this world is 100% perfect. We believe that there will still the chances for error because of the following limitations

Their product website is not updated.



As the research was groping in nature, it was not possible to study the accurate phenomenon of the fact.



The knowledge of report writing is limited.

2) The Company

2.1) History of the Company: In the 1890s, William Hesketh Lever, founder of Lever Bros, wrote down his ideas for Sunlight Soap – his revolutionary new product that helped popularize cleanliness and hygiene in Victorian England. It was 'to make cleanliness commonplace; to lessen work for women; to foster health and contribute to personal attractiveness, that life may be more enjoyable and rewarding for the people who use this company’s products'. This was long before the phrase 'Corporate Mission' had been invented, but these ideas have stayed at the heart of our business. Even their language – and the notion of only women doing housework – has become outdated. Although Unilever wasn't formed until 1930, the companies that ed forces to create the business we know today were already well established before the start of the 20th century.

Unilever's founding companies produced products made of oils and fats, principally soap and margarine. At the beginning of the 20th century their expansion nearly outstrips the supply of raw materials. Tough economic conditions and the First World War make trading difficult for everyone, so many businesses form trade associations to protect their shared interests. In 1990s the business expands into Central and Eastern Europe and further sharpens its focus on fewer product categories, leading to the sale or withdrawal of two-thirds of its brands. In the 21st century the decade starts with the launch of Path to Growth, a five-year strategic plan, and in 2004 further sharpens its focus on the needs of 21st century consumers with its Vitality mission. In 2009, Unilever announces its new corporate vision – working to create a better future every day with brands that help people look good, feel good and get more out of life. In a history that now crosses three centuries, Unilever's success has been influenced by the major events of the day – economic boom, depression, world wars, changing consumer lifestyles and advances in technology. And throughout we've created products that help people get more out of life – cutting the time spent on household chores, improving nutrition, enabling people to enjoy food and take care of their homes, their clothes and themselves. 2.2) Mission of the company: Unilever recognizes that the world in which they operate is changing. Consumers are increasingly bringing their views as citizens into their buying decisions, demanding more from the companies behind the brands. They want companies and brands they trust. Unilever embraces these new expectations. Our heritage of good governance, product quality and long experience of working with communities gives them a strong base. They aim to build on this by taking the next step in transparency and ability. They will stand visibly as Unilever, behind their products and everything they do, everywhere. 2.3) Vision of this company: They have always believed in the power of their brands to improve the quality of people’s lives and in doing the right thing. As their business grows, responsibilities also increase. They recognize that global challenges such as climate change. The four pillars of vision set out the long term direction for the company – where they want to go and how they are going to get there -- Work to create a better future every day  Help people feel good, look good and get more out of life with brands and services that are good for them and good for others.  Inspire people to take small everyday actions that can add up to a big difference for the world.  Develop new ways of doing business that will allow them to double the size of company while reducing environmental impact.

2.4) Service offering:

 Food : knorr

Taaza

 Home Care: Wheel

Vim

 Personal Care: AXE

Dove

Lifebuoy

Pond’s

Surf excel

Clear

Close up

Fair & Lovely

Lux

Pepsodent

Rexona

Sunsilk

Vaseline

Pure it

3) About Product 3.1) Product introduction: Everything from look and feel to fragrances of Lux is a delight to the female senses. Lux has been associated with beauty since 1924. Over the years, Lux has covered various aspects of beauty and stardom. But now Lux feels that women have forgotten that beauty should be fun. And looking great is an integral part of being a woman. Lux is here to remind, encourage, inspire women and have fun with them. Because of deep down, every woman wants to feel like a fortune. On this note, Lux is celebrating the feminity and playfulness to remind women to enjoy absolutely everything about becoming and being beautiful. 3.2) Product category: LUX and other soaps fall into the category of Convenience Good. LUX falls under the category of toiletry product as a beauty soap. 3.3) Product types: 



Lux Strawberry and Cream: Every woman wants to be indulged! Use Lux Strawberry and Cream to fill your skin smooth and silky. Lovingly created with a sumptuous mix of luscious strawberries and moisturizing cream extracts that leaves your skin soft.

Lux Peach and Cream: No women can resist the pleasure of being pampered. Use Lux Peach and Cream, lovingly created with the blend of juicy peach and moisturizing cream extracts, for a velvety, soft skin. Just gorgeous!



Aqua Sparkle: Wake up to a body that looks fresh and full of life. Lux Aqua Sparkle, with refreshing mineral salts and seaweed extracts, is the best kept secret to help renew your skin from bored to full of life! There won’t be dull days!



Lux Purple Lotus & Cream: New Lux purple lotus & cream, truly makes your skin softer than a petal. Since bathing is a daily ritual, it's very important to use the right kind of soap that moisturizes your skin and leaves you feeling your gorgeous best!



Lux Fresh Splash: A new summer variant Lux Fresh Splash has also been added to the portfolio of Lux along with this re-launch. Lux is now in a new shape, new packaging and improved fragrance. For the first time, Lux is enriched with Silk Protein Extract which provides soft & smooth skin. And with all these changes, Lux is now the Best Ever Lux!

3.4) Corporate Connection of marketing plan Unilever Bangladesh Limited, a fast moving consumer goods company, engages in the manufacture and distribution of home care products, personal care products, and foods. It offers household care, fabric cleaning, skin cleansing, skin care, oral care, hair care, and personal grooming products, as well as tea based beverages. Their mission & vision is to build their business by focusing on their brands & to fulfill the customer satisfaction. They know that customer wants a healthy lifestyle & they want more variety & quality product. So to satisfy the customer they have launched Lux. Because Lux will be able to satisfy the customer needs & wants. They want to capture more market share to delight the consumer of Lux. They provide better quality product in between reasonable price. Their mission & vision the corporate connection of marketing plan of Lux. 4) Environmental Analysis and Forecasting 4.1) Internal environment: Internal environment of lux consist of employees and resources. Lux has a large group of employees they are closely binding like a grand family. Lux is an established product so it has a huge amount of resources. 4.2) External environment: External environment is so much important for any organization. From external environment they can find out their threat and also take opportunities to meet the market need. Diagram of Lux- Basic Elements of External Environment

Mainly two types of business element in external environment:

1. Directly interacting forces.  Competitors  Suppliers  Buyers  Owners 2. Indirectly interacting forces.  Government/Political  Economic  Technology  Socio culture  Legal But among of them major external environment factors are:  Social  Political &  Economic trend

 Social: Unilever sells lux by maintaining the social or socio cultural environment of the country. They don’t use anything which can hurt the culture of our country. Because of this they are selling Lux nicely.  Political or Government: They follow the government rules & regulations. So they don’t face any kind of problem. According to government rules they pay taxes. But sometimes due to political instability they have some problem in business environment. For the next six month political instability can be happened. So they need to take appropriate steps for this. If they do their product development, promotional activities & others now then they will be able to sell lux nicely.  Economic Trends: According to the purchasing power of people lux is sold. Unilever knows that Bangladesh economy is growing economy. According to that thing they have set the price of lux.

4.3) Competitive Analysis: The beauty soap industry has a few major producers of which Unilever holds market share of slightly less than 50%. Other competing brands like Tibbet, Aromatic, Meril, Lilly, Lifebuoy and Keya have started to have strong consumer base, but LUX’s product features, distribution and promotional activities have created high brand loyalty for which it is still the market leader. 4.4) Market trends & potential: Lux market trends & potential is really very good. So Unilever tried to maintain the lux trend & potential. They follow a structured price strategy and follow the need of the customer & maintain a consistency in branding. They know that if they are able to maintain their market trend & potential then other competitors can’t hamper them. 4.5) SOWT Analysis of Lux: SWOT analysis is an important step in planning and its value is often underestimated despite the simplicity in creation. The role of SWOT analysis is to take the information from the environmental analysis and separate it into internal issues (strengths and weaknesses) and external issues (opportunities and threats). STRENGTHS  Strong Market Research (door to door sampling is done once a year in Urban and Rural areas).

WEAKNESSES  Usage rate/ wear rate is high and is generally mushy and wet.  Lux is mainly positioned as beauty

 Many variants.

soap targeted towards women, hence it

 Strong sales and distribution network.

lacks liberal appeal.

 Strong brand image.  Positioning focuses on the attractive beauty segment.  Strong brand promotion but relatively lower price which is a winning combination in the popular segment.

 Stock out problems - replacement time is high in semi-urban/rural areas.

OPPORTUNITIES

THREATS

 Beauty segment’s Compounded Annual

 High internal competition.

Growth Rate (CAGR) is very high. Lux

 New entrants or local competitors.

must reinforce its presence in the

 Excessive dependence on beauty

beauty segment.

segment makes Lux vulnerable to

 Retentive strategy required as the soap segment is in the mature stage of its product

changing customer tastes.  Technological change makes the

life cycle.

existing products out of date. Lux should

 Liquid body wash is currently in the

focus on technological innovations like Body

growth stage so Lux should come out with

Wash.

more variants in this segment. Line extension – probably with more variants catering to the beauty segment like natural, herbal soap etc

5) Segmenting & Targeting 5.1) Segmentation:

Types of Soap P R

High

Beauty soap Dove Imperial

Healthy soap Fa Farmesi

Medium

Lux

Savlon Lifebuoy

I C e

From the above diagram we can easily understand that Lux follow a segment which capturing the beauty soap category and price is average. So the target customers are who those are beauty

conscious and can pay medium price for a better soap. For this it holds a slogan to the women “declare your beauty”. Urban and sub urban middle class, and rural poor people are the largest part of Bangladesh population. A research carried out by Unilever Bangladesh reveals that urban rich people are more likely to buy imported and expensive products. Moreover rural poor people tend to buy cheap products even without evaluating its quality. However urban and sub urban upper middle and middle class people tend to buy affordable and quality products.

Urban Rich

Urban and Sub Urban Upper Middle and Middle Class

Rural Poor Market Segments 5.2) Targeting: LUX is not a highly expensive but an affordable product. That is why the company targets urban and sub urban upper middle and middle class people who are the second highest population of segment of the country. From the segmentation of customer according to socio economic clusters (SEC) they target category B and C, because they are assumed to be financially well-off and can afford to buy LUX.

Socio Economic Clusters A B C D Income High Income Upper Mid Lower Middle Middle Level Level Income Income Income Educated Educated Education High Level of Educated Education Slightly Less Slightly Slightly Less than Cluster A Less than than Cluster C Cluster B

E Low Income Very Low Level of Literacy

Socio economic clusters segmentation

6) Objectives of Lux    

Establish a strong brand image and consumer loyalty. Maintain positive strong growth. Decrease consumer acquisition cost by almost 1.5% per year. Easiest and availability of the product to the target consumer.

7) Marketing strategies Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. Unilever can do their marketing strategies for Lux in the following process. 7.1) Market position of Lux: Unilever Bangladesh Ltd can be obtained a good position in the buyers’ mind through better product attributes, price and quality, offering the product in a different way than the competitors do. The company offers improved quality of products in the industry at an affordable price with high branding, which ultimately helps to position the product in the buyers’ mind as the best quality beauty soap. Since in the beauty soap industry all products are of same price. But Unilever cannot provide its consumers with better price but it is in a great position in reference with its packaging, fragrances and product deg, in comparison to its competitors. The pricing of LUX is same

but consumers rate it as the product which gives them the highest quality. This positioning created a strong customer loyalty for LUX, for which it will be the market leader in the industry.

The positioning map of the company is shown to describe LUX’s position in the consumers mind on two dimensions. That is price and quality.

7.2) Product Management of LUX: Everything from look and feel to fragrances of Lux is a delight to the female senses. Over the years, Lux has covered various aspects of beauty and stardom. But now Lux feels that women have forgotten that beauty should be fun and looking great is an integral part of being a woman. Lux is here to remind, encourage, inspire women and have fun with them. Because deep down, every woman wants to feel like a fortune. On this note, Lux is celebrating the feminity and playfulness to remind women to enjoy absolutely everything about becoming and being beautiful. So lux offers many different colors and fragrances products like Lux Strawberry and Cream, Lux Peach and Cream, Aqua Sparkle, Lux Purple Lotus & Cream. These create a different personality to hold the market position and maximum market share. Branding is an important matter for every product. Branding for Lux can help to achieve the first objective of the Lux marketing plan. It also reinforces the second objective.

7.3) Pricing: Though Unilever Bangladesh gives its LUX customers a lot in of the product itself, it cannot provide a better pricing. This is due to some constraints in the beauty soap industry. Beauty soap is a product with a vulnerable demand in Bangladesh. A change in price has a high risk of creating price war among the rivals which will eventually cause a loss of profit. Its prices are almost equal to its competitor. Lux basically follows the risk free pricing. Table compares Lux’s price with its major competitor. Company carries out research on competitors’ price and brand loyalty when it feels extreme necessity of changing price. The brand loyalty test is an exploratory research which is known as Brand Health Check-Up (BHCU). Sometimes it follows promotional pricing by which consumer get one free through buy one. For capture more market share manager can follow product line strategy to reach more customers from higher level to lower level. Also can follow value pricing. Brand Price(100gm) Lux 26 Aromatic 26 keya 26 Sandalina 29 Comparative scenario of soaps price 7.4) Distribution: Unilever Bangladesh Ltd. has a huge distribution channel for LUX all over the country as its sales reach more than 10 million pieces a year. The company has six huge warehouses, one in each division of Bangladesh, where the product goes after they are manufactured at Kalurghat factory. Table shows the location of its six warehouses in Bangladesh. The company does not use its own fleet of transport for distributing its product.

However, it has outsourced its

distribution process to various third party distributors, exclusively dedicated to Unilever Bangladesh Ltd. These distributors then supply the product all over Bangladesh to a huge number of retailers. Even though LUX targets the urban and sub urban middle and upper middle class people they are distributing their products all over Bangladesh because of a recent increase in demand of its product to all segments of the population. Division Dhaka Chittagong Sylhet Rajshahi Khulna Barisal

Location of Warehouse Dhaka City Kalurghat Heavy I/A Sylhet City Rajshahi City Khulna City Barisal City

7.5) Marketing Communication: Unilever Bangladesh can undertake huge promotional activities to promote LUX which has topped the beauty soap industry of Bangladesh. It spends almost 20% to 25% of its Net Proceeds from Sales (NPC) of LUX for promotional activities for LUX. The promotion mix is classified as follows:  Advertising: It’s certain annual promotional campaigns like LUX Channel i Superstar and LUX Channel i Annual Cinema Awards has made the product a part of the glamour world. Since the 1930s, over 400 of the world’s most stunning and sensuous women have been proudly associated with Lux ments. They do not only promote LUX in Bangladesh for the beauty conscious females, it also promotes the brand for males and the company proved that, by including world famous male and female celebrities internationally Shahrukh Khan, Aishwarya Rai, Katrina Kaif for their advertising campaign. They give through-----Transit, Electronic Media, Print Media, Direct. For effective advertising have to decide media chart and the type, tone, appeal and order of presentation of advertising.  Sales Promotion: Sales promotion, a key ingredient in marketing campaigns, consists of a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade. Whereas advertising offers a reason to buy, sales promotion offers an incentive to buy.  Public Relations: Not only must the company relate constructively to customers, suppliers and dealers, it must also relate to a large number of interested publics. A public is any group that has an actual or potential interest in or impact on a company’s ability to achieve its objectives. PR involves a variety of programs designed to promote or protect a company’s image or its individual products. They can perform the following functions--- Press relations  Product Publicity

 Corporate Communications  Counseling  Direct Marketing: Unilever Bangladesh Ltd spends a huge amount of money for promoting LUX through TV commercials, newspaper ments and billboards. Moreover it also undertakes small promotional campaigns at different schools, colleges, universities and recreational parks with winners of its Zonal Beauty Contests. Till now direct marketing activities of LUX is in well concern among people in Bangladesh.

7.6) Market Research: After successfully doing the above statements it is important to do market research. Because if it is done then they will be able to know the customers problem and according to that they can improve the product quality. And if they improve the product quality then they will be able to sell their product in a huge number and be able to satisfy the customer. As Unilever is a big company so if they do market research then they will be able to know the consumer need & according to their need they can supply the product within a reasonable price.

8) Action programs Unilever Bangladesh Ltd has a very well-structured organization. Every department of it does its job very efficiently. The marketing plan which we have made will be implemented and accomplished by different departments. First of all the plan will have to be approved by the top level executives. The strategies regarding the product, its promotional activities, price setting all will be done by the marketing department. They can set the time of ment of lux. In rainy season they don’t need to do billboard ment. They can do this kind of ment in summer or winter season. For ment it can follow the media chart which is shown below. Whatever ment given is not so much important; important is the timing of ment. For Lux middle of any popular television program may be more effective than middle of an unexciting talk show. As it is a beauty soap, the appeal of ment bearing emotion which consist romance not family ties. If in the future company wants to offer unisex Lux soap, in ment they can show the family ties as well. Lux is now in maturity stage so reminder advertising is most appropriate at this stage.

Media Chart MeMMMM

Six Seasons Media Type Radio Television A level Television B level Billboard News paper English News paper Bangle

Summer  

Rainy   

 







Autumn  

Late Autumn  



Winter  

Spring  







 

 





The job of deg the product, manufacturing and packaging will be accomplished by the production department. They can add more fragrances in lux. Finance department will be responsible for budgeting and financing the product. They need to set a specific budget so that they will be able to earn profit. Like other brands of the company, a brand manager needs to ister overall activities of the product. If it is done then they will be able to capture most of the market share.

9) Financial projection Lux is doing their business nicely. Their financial projection is given below. Sells Super markets others Total sells

Next three Next month month 3100000 5025000 5200000 8300000

8578000 13603000

six Next one After one After two year year year 7700000 59200000 79852000 10520000 18220000

75605000 134805000

91250000 171102000

Cost of production Direct cost Indirect cost Total cost

Next three month 2600000 4100000 6700000

Profit

Next three Next month month 1600000 1890000

Total profit

Next six Next one month year 4922000 7161000 6791000 8873000 11713000 16034000

After one year 51605000 68920000 120525000

After two year 70630000 85020000 155650000

six Next one After one After two year year year 2186000 14280000 15452000

In the above chart we see that profit of lux is increasing. It is our assumed profit. If this condition exists then lux will be able to earn profit. But now lux is in the maturity stage. After 10 years new competitor will enter into the market & then their sells will be declined. If they want to exist in the market then they need to kill the new competitor. But in this world no product can exist forever. So on the last stage of their maturity may be their total sells will be equal to total profit & that will be their breakeven point. And on the decline stage the product may be declined. But if they want to save lux then they need to re-launch the lux in a new way & in a new image on the decline stage.

The above diagram is the diagram of product life cycle. Now lux is in the maturity stage. On the decline stage they can destroy the product or they can re-launch lux in a new way & image.

10) Implementation Control

10.1) Sales objective: Their sales objective will be to sell Lux as much as possible. Because if they sell Lux then they will be able to earn a huge amount of profit. 10.2) Sales forecast: Lux feels that the sales forecast is conservative. It will steadily increase sells as the advertising budget allows. As this Lux will be available in both super markets & other stores, so in the following table we can see its sales forecast. Sales Super markets others Total sales

2012 18000000

2013 20000000

2014 25000000

2015 30000000

2016 30000000

20000000 38000000

22000000 42000000

30000000 55000000

40000000 70000000

50000000 80000000

We assume that now Lux position is good. And hopefully next year their sells will be increasing. But when their sells started to decline then proper promotional activities will be pushed to increase the sells.

10.3) Expenditure against budget: The expense forecast will be used as a tool to keep the department on target & provide indicators when correction & modification are needed for the proper implementation of the marketing task. Now the marketing expense is limited for Lux because it is on maturity stage. But after the maturity stage marketing expense will be increased as promotional activities will be increased. 10.4) Periodic evaluation of all marketing objectives: After that it is important to evaluate the marketing objectives time to time. If it is done then it will be better for them. Because of this they will be able to identify the problem & solve the problem.

10.5) Readjustment to the marketing plan: If any activities didn’t done in the marketing plan then those activities must be readjusted to the marketing plan. If it is done then unilever will be able to sell Lux in a large number.

11) Conclusion Unilever is a multinational consumer product manufacturing and operating hundred countries all around the globe. Unilever is one of the most popular brand is LUX. Marketing plan of Lux the corporate view. They segments LUX market according to geographical locations. It further differentiates these segments into Socio Economic Cluster SEC. Tactical marketing tools are extensively used by the company to market LUX. Though LUX is produced in Bangladesh, Unilever Bangladesh maintains the same standard all around the globe. The product is available in different fragrances under three different sizes. Since the demand for beauty soap market is to a great extent oligopolistic, variations in price lead to price war 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 Bangladesh has outsourced its distribution channels to third party distributors which allow them to distribute LUX in massive bulks amounting to around ten million pieces. It undertakes the largest promotional activities in the beauty soap industry. Other competing brands like Tibbet, Aromatic and Keya have started to have a strong consumer base but LUX’ s product features distribution and promotional activities have created high brand loyalty for which it is still in the market leader. Unilever with the aid of its heavy promotional activities has been able to penetrate the market but the other producers in the industry are posing a threat towards Unilever’s market share as they have moved towards the rural masses of the population. Therefore Unilever Bangladesh should undertake further steps such as- moving towards the rural and poorer segment, attract children by making a special product for kids and other innovative promotional activities to retain its command in the industry.

12) Bibliographies  http://l.yimg.com/t/movies/glamsham/20100303/06/20100302-1600001_1267597529_large.jpg viewed on 27th July, 2012.  http://www.fundinguniverse.com/company-histories/Lever-Brothers-company-companyHistory.html viewed on 28th July, 2012.  http://investing.businessweek.com/research/stocks/private/snapshot.asp?privcapId=51886 625 viewed on 29th July, 2012.  http://en.wikipedia.org/wiki/Lux_%28soap%29 viewed on 30th July, 2012.  http://www.google.com/search?pq=lux+beauty+soap++lotus+of+bangladesh&hl=en&ds=i&=8&gs_id=ad&xhr=t&um viewed on 31st July, 2012.