1 . Introduction
1 ) 1 Qualifications of the study
The trade atmosphere today is changing quicker than ever before. It can be characterized by raising competition from both home and overseas companies, a brandish of mergers and acquisitions, and more sophisticated and demanding buyers who have great expectations associated with their consumption experiences. Seeing that services are intangible, heterogeneous, and partidario, it is difficult to measure service quality objectively.
So the firms have emphasis to so many different aspects to make sure all their sales.
This kind of report handles meeting the new problems that LUX is facing to manage the selling environment. LUX has stared so many projects to have a better placement in the market. The purpose of the study is always to see customer satisfaction about promoting mix of LUX soap. 1 ) 2 Relevance
This report is a requirement of the program pertaining to MBA system. We have tried our level best to make it as an excellent one. We used all the most current data and information.
The survey can help as the signal of the level of satisfaction of the customers in the LUX soap and its advertising mix.
It offers the true practice taking place inside the marketing sector, which performs an important part for every student to meet the extreme challenges of the job market. It helps us in gathering expertise on the modern day practices from the marketing applications of LUX and its approach to provide its clients. Its data comparison is founded on the released information and additional analysis.
1 . 3 Range of the research
That illustrates research on client satisfaction about the marketing mix of LUX cleaning soap. This report will help us to acquire information about the beautification market of Bangladesh and methodically investigate the satisfaction routine of the LUX soap users. This information will increase our knowledge, which will absolutely impact the learning knowledge.
This statement provides us the opportunity to exchange ideas with this classmates and school and learn about different methods. It is necessary to keep abreast of, keep up on, be in the know, keep up to date, be well-informed with new processes, concepts, and strategies. By doing this report we get the chance to explore areas of research and accept the newinformation into our report.
1 . 4 Objective with the study
1 . some. 1 Basic Objective:
The main goal of this statement is to research the customer pleasure on promoting mix of LUX soap. 1 ) 4. a couple of Specific Aim:
5. To study the marketing blend LUX detergent.
* To find out the amount of customer satisfaction regarding LUX. 2. To know regarding the beautification industry of Bangladesh. 5. To know regarding the rival products of LUX.
* To find out the impact of those competitor products on the customers of LUX. 1 . a few Methodology:
1 . 5. 1 Sort of research style:
We now have applied “descriptive research to conduct the report. This can include the method of information collection plus the sources of your data or info of the exploration. 1 . a few. 2 Supply of data:
1 . a few. 2 . one particular Primary info:
This kind of data accumulated by doing study and observes the behavior from the customer. 1 . 5. installment payments on your 2 Supplementary data:
This type of info collected via official web site of LUX, and different articles or blog posts. 1 . your five. 3 Data collection treatment:
We now have used data both qualitative and quantitative method. We certainly have collected data for this record in 2 different ways: 1 . a few. 3. one particular Primary data:
We collected main data through survey and then for doing review we have prepared a set of questions on LUX soap. We all observe the patterns of customer. 1 . your five. 3. two Secondary data:
To be able to collect secondary data we used recognized website of Unilever Bangladesh, LUX and different articles related with this subject. 1 . five. 4 Research instruments:
1 . five. 4. 1 Questionnaire:
As a application for collecting primary data a questionnaire was built to carry on the sample review. 1 . 5. 5 Test plan:
1 . 5. five. 1 Population:
The entire customer group of LUX cleaning soap.
1 . 5. your five. 2 Test elements:
The test element is the individual consumer of LUX soap.
1 . a few. 5. several Sample framework:
Zero structured test frame was found.
1 ) 5. your five. 4 Sample procedure:
Non-probability comfort sampling method is used inside the survey. 1 ) 5. five. 5 Test size:
The sample size is 30 customers.
1 . 6 Limitation:
The present study was not out of limits. Some limitations are given bellow” * The primary constraint from the study is inadequate access to information, which includes hampered the scope of analysis required for the research.
It was struggling to provide a lot of formatted documents data for the study. 5. Due to period limitations, a lot of the aspects could hardly be reviewed in the present report. * The customers were too busy to provide much time for interview. 2. The customers could hardly provide correct information about a few aspect because of their lack of knowledge. * Only few parts of Dhaka town have been considered for the study. * Samples were chosen conveniently.
* The sample size will not represent the overall
2 . Introduction to the Product
three or more. 1 Profile:
LUX is a global brand manufactured by Unilever. The product range of products includes beauty soaps, shower pastes, bath chemicals, hair shampoos and air con. LUX started out as “Sunlight Flakes laundry soap in 1899. In 1924, it has become the first mass industry toilet cleansing soap in the world. It can be noted as a brand that initiated female celebrity endorsements. Since 2005, LUX revenue is definitely estimated at ¬1 billion, with marketplace shares disseminate to more than 100 countries across the globe.
Today, LUX is the market leader in several countries including Pakistan, Brazil, India, Thailand and South Africa. Manufactured by Unilever, LUX (soap) is actually headquartered in Singapore. LUX launched the world’s initially mass market beauty tavern, “made just like the costliest French soap. Ever since then, LUX has been associated with more than 400 of theworld’s the majority of glamorous performers from Artist legends just like Elizabeth Taylor, Audrey Hepburn, and Grace Kelly, to Bollywood Royalties including Aishwarya Reflet and Katrina Kaif.
Origins and record:
The brand opened by the Lever Brothers (today known as Unilever) in 1899. The term changed via “Sunlight Flakes to “LUX in 1900, a Latina word for “light and suggestive of “luxury. LUX toilet soap premiered in the United States in 1925 in addition to the United Kingdom in 1928. Eventually, LUX cleansing soap has been sold in several varieties, including hands wash, bathtub gel and cream shower soap.
Early on beginnings:
LUX’s early advertising campaigns was executed to educate users about the credentials being a laundry merchandise and appeared in magazines such as Ladies House Journal. By the early 1920s, it was a hugely successful brand in addition to 1924, the Lever Friends conducted a contest that led these to a very interesting finding: women were applying LUX because toilet detergent.
Building beauty soap credentials:
Released in the United States in 1924, LUX became the world’s initially mass market toilet cleansing soap with the tagline “made because fine since French Soap. In the 1st 2 years of launch, LUX concentrated about how to build its natural beauty soap qualifications. Advertisements offered consumers “beauty soap manufactured in the French method at an affordable price, with all the promise of smooth skin area. Made with fine-texture, rich in perfume, and produced using a approach created in France, the first LUX toilet cleaning soap was people paid 10 mere cents apiece.
1928″1940: being unfaithful out of 10 actors:
This era found key launches of LUX in the UK, India, Argentina and Thailand. The rand name concentrated about how to build its relationship with the ever more popular movie world, focusing more on movie stars and their tasks rather than within the product. In 1929, advertising and marketing featured twenty six of the biggest female actors of the day, building a huge impact among the movie-loving targetaudience.
This is followed by The show biz industry Directors speaking about the importance of smooth and youthful skin area. This started the trend of celebrity merchandise endorsements. The series of produce ads acquired stars talking about preserving fresh skin. LUX also released campaigns offering interviews with Stars and Close Ups of Stars, bringing alive the ‘9 out of 10’ thought.
40s & 50s: Romancing the consumer:
Using superstar as position models, LUX’s strategy was to build relevance by looking for beauty through the consumer’s eyes. While nonetheless retaining the star aspect, the focus moved to the consumer and the position of the brand in her your life. Advertising commercials showed normal looking women with direct references to stars, including Deanna Durbin.
60s: Romancing the brand:
The 60’s saw a switch in marketing to item stories as well as the romanticizing of brand name through its “sensorial & emotional proportions. This was the era of ‘the film star feeling’ and the ‘Golden LUX’, presenting stars just like Sandra Dee, Diana Rigg and Samantha Eggar. The bathing practice, the ‘fantasy’ element that has been the imagery of LUX was created in this era. The rand name also relocated forward with launching LUX in the Middle East, entering an even more conservative industry. 70s: Dimensionalizing beauty:
Highlighting the move in natural beauty trends in the 70s, the LUX stars stepped down from their pedestals and had been portrayed while multi-faceted women with natural, wholesome splendor that the regular consumer could relate and aspire to. The executions had been more of ‘a day in the life’ in the stars with focus on their very own ‘natural beauty’. Stars included Brigitte Grison and Natalie Wood. 1980s: Owning the category space:
Establishing itself as THE beauty cleansing soap for stars and gorgeous women, the 80s stressed the importance of skin care ” the first step to beauty. LUX was launched in China currently. Sophia Loren, Raquel Welch and Cheryl Ladd had been some famous celebrities used during this time. In India actresses Hema Malini, Parveen Babi, Madhuri Dixit, recommended LUX soap. 90s ” Early
2000s: Advanced skin rewards:
In the 90s, LUX transferred from generic beauty rewards to focus on specific benefits and transformation. More emphasis on functionality and version associations based on a skin types as well as reference to ingredients. The communication was far more local specific and localized, employing stars like Malu Mader and Debora Bloch. This era launched product brand extension cables Shower Cream and Pastes and LUX Super Abundant Shampoo in Japan and China. 2000s: Beyond celebrities:
In early 2k, the focus moved from particular skin benefits to a better emotional space. The brand supplied the link between the aspirational role models and real life together with the campaign, ‘LUX’ brings out the star in you’. The advantage was now more than just natural beauty, it was also about the confidence contained in beautiful pores and skin. In 2006, LUX motivated women to signify and indulge their beauty with the “Play with Beauty philosophy, with stars like Aishwarya Rai.
The brand likewise connected with buyers to take a more ‘active’ stance on natural beauty. From 08, building off the brand’s underlying strengths, concentrate has shifted to natural beauty (vs. femininity), appealing to customers’ fantasies and aspirations. LUX believes that ‘beauty is known as a female behavioral instinct that really should not be denied’ and showcases the pleasure that each woman likes from using her beauty, encapsulating that thought in a straightforward phrase: Announce your natural beauty.
Today, LUX products are made at 71 locations using more than 2000 suppliers and co-workers providing the raw materials. It includes key marketplaces in Pakistan, Brazil, Chinese suppliers, Bangladesh and South Africa, and it is a market head in India (for detergent bars), Pakistan, Brazil, Arab saudi (for detergent bars), Bangladesh, Thailand and Vietnam.
several. 2 Vision, mission, goals and objectives:
LUX started out its account in the year of 1924 as the first mass marketed natural beauty soap. At this point sold in more than 100 countries, it is the many recognizable cleaning soap brand on the globe ” delivering a combination of entertaining, pleasure and comforts to women’s splendor routines all over the world. Since its come from 1924 since the first mass promoted beauty cleaning soap, LUX has made its method to over 90 countries across the globe andis now the most familiar soap manufacturer in the world.
In this long voyage, some of the world’s most talented and beautiful women have grown to be a part of LUX’s history since brand ambassadors. LUX combines exquisite scents with the many exotic ingredients to give a truly unique showering experience.
Is it doesn’t vision of LUX to provide women that million dollar feelings every time each uses a LUX product, whether it be one of all their fragrant natural beauty soaps or refreshing body system washes. LUX believes natural beauty doesn’t have to become chore and brings a variety of fun, pleasure and ease and comfort to could beauty regimens all over the world. QUEST
The quest of LUX is to embrace consumers’ fresh expectation, to take care of good governance, product top quality and extended experience of working with communities. Their very own vitality mission will emphasis brands on meeting customer needs as a result of the biggest concerns around the world today ” getting older populations, estate, changing diets and lifestyles. They discover growing customer need for:
2. A healthy way of living
* More range, quality, style and enjoyment
* Period, as a progressively more precious item
* Helping people to feel good, look nice and drive more out of life will enable all of us to meet these types of needs and expand the business. GOALS
The goals of LUX are-
* To maintain solid science capacity.
2. Ensuring the quality of the recycleables and the ingredients needed to generate products. 2. To manufacture high-standard items.
2. Promoting products to the greatest extent.
* Making large volume level to achieve development cost economies. * Permitting quality products to be soldout at offered product. 5. Maintaining healthy relationship together with the customers.
The objectives of LUX are-
Usually working with honesty:
Doing operations with integrity and with value for the countless people, organizations and environments.
LUX seek to make a positive impact in several ways: through the brands, commercial businesses and relationships, through non-reflex contributions, and through the many other ways in which that they engage with society. Continuous commitment:
They’re as well committed to consistently improving the way they manage environmentally friendly impacts and are working towards the longer-term goal of making a sustainable organization. Setting out the aspirations:
Their particular corporate aim sets out their very own aspirations in running business. It’s underpinned by the code of Business Principles which will describes the operational specifications that everybody at Unilever follows, wherever they are on the globe. The code also supports their method of governance and corporate responsibility. Working with others:
They would like to work with suppliers who have ideals similar to them and job to the same standards because they do.
three or more. 3 LUX Range:
LUX Peach & Cream blends delicious peach and moisturizing cream extracts to provide you with velvety, very soft skin. LUX Fresh Dash is crafted with the frozen freshness of cooling mint and the invigorating power of marine minerals to remodel your skin by dull to vibrant in an instant. LUX Sandal & Cream uses extracts of attractive sandalwood and a unique persistence of hydrating cream to give your skin a captivating and mesmerizing light. LUX Violet Lotus & Cream is infused with fragrant hydrating and magnificence oils, going out of your skin smooth smooth.
a few. 4 SWOT Analysis for LUX:
The SWOT analysis for LUX helps determine the internal environment, its
strengths and weaknesses in addition to the external environment faced because of it, and the possibilities and hazards that it presents:
* LUX possesses a very strong network of researching the market. * LUX has a incredibly wide range of goods to offer.
* The parent organization of LUX has helped in creating a strong supply and syndication network. Besides, it also offers access to the time of the father or mother company of Unilever. * LUX owns a very good brand photo in the market.
2. The focus of LUX is going strong about beauty section.
* LUX is actually a dynamic manufacturer and is undergoes changes as per the changes in require and trend. * The brand has progressive sales special offers tactics that spread across different kinds of media ” print, electronic digital and interpersonal. * The manufacturer is known to deliver value-for-money inside the eyes from the consumers. * It has a broad market existence and mass appeal, getting the market head in a lot of countries. 5. As per the BCG matrix, developed by the Boston Consulting Group, LUX may be put into the SUPERSTAR category to get high industry growth and high market share.
* LUX lacks a unisex charm as it provides essentially been portrayed being a women’s splendor soap and has a large amount of feminine charm. * The wear level of the detergent is very high. It gets dissolved quite fast and gets soft and soggy quickly. 2. Certain variations of the cleansing soap, like the Luxurious Pink, Sunscreen, etc did not do so well at the market as being a of it is other alternatives have.
5. The inventory replenishment in semi-urban areas and non-urban areas is pretty long, inspite of having such a wide distributor network. This leads to stock in these areas. * A number of its advertisements have been quite controversial. 2. It includes a lot of base that makes the skin dried out.
* The industry today is growing at a rate of more than 10% per annum. 2.
LUX can deliver great benefits simply by reinforcing on its own in the beauty segment. 2. Promotions strategies like operate fare, cost offs, test distributions, and so on are essential with competitors. 2. The cleansing soap is in the maturity stage of its life cycle, so it will be essential that a retentive approach be followed so that this is sustained. * Ayurvedic version of LUX could have a big scope in the market. So far, the only variant of LUX that has somewhat arrive close to Ayurveda, though certainly not actually is the festive light variant, which had the goodness of haldi and chandan ubatan.
This could serve a new section in the market. 5. LUX Children Special cleaning soap would also help the brand greatly, since this segment has been running dry for quite a while now. In this way, brand commitment could be trapped young. 5. The brand extendable products of LUX ” the body flushes, with its fresh range introduced recently, is in the growth stage of its life routine. They can pick up fast pace is positioned and marketed properly. Energetic marketing of such body washes is going on in the social networking. * It can also launch deal with wash range as it is in great require to present women.
5. Number of competition is growing ” ITC, P&G, and so forth are quickly catching up. * Large internal competition also is available for the soap like Dove. 2. LUX seems overly depended on the natural beauty segment, therefore in case the customer trends or perhaps preferences modify, then LUX stands to get highly susceptible. * Even more focus has to be put on the newer technology.
* If perhaps constant reinvention is not there, after that LUX can easily slip down from the maturity stage that currently is in and enter a decreasing phase.
several. 5 Advertising Mix of LUX:
This chapter describes how Unilever Bangladesh Ltd. make use of the tactical advertising tools pertaining to marketing LUX in Bangladesh. The chapter comprises of several sections. Section 2 . five. 1 discusses the product advantages of LUX. Section 2 . your five. 2 visualizes the price of LUX according to different size. Section 2 . 5. 3 conceptualizes the distribution channel of Unilever Bangladesh Limited. This section includes a table that shows the positioning of the company’swarehouses all around the region. Finally section 2 . five. 4 discusses the promotional activities the company performs for LUX.
2 . five. 1 Product:
LUX is an internationally renowned beauty cleansing soap brand of Unilever. Though made from Bangladesh to get the local market by Unilever Bangladesh Ltd, as a global brand, that maintains a major international quality intended for the product. Method given by R and d departments in foreign countries, LUX is definitely produced in Bangladesh from brought in raw materials like sodium soap, glycerol and different extracts according to flavors, coming from Unilever plants positioned abroad.
LUX is offered in Bangladesh in four several flavors that happen to be: LUX Peach & Cream, LUX Clean Splash, LUX Sandal and cream and LUX Crimson Lotus & Cream. Taking into consideration the convenience of its clients, the company manufactures all flavours of LUX in 3 different sizes, 40gm, 80gm and 120gm.
installment payments on your 5. two Prize:
Though Unilever Bangladesh provides its LUX customers a whole lot in terms of the product itself, that cannot offer a better costs. This is due to some constraints inside the beauty cleansing soap industry. Beauty soap is known as a product using a vulnerable demand in Bangladesh. A change in price has a danger of creating value war among the list of rivals which will eventually create a loss of revenue. Its prices are practically equal to it is competitor. Organization carries out study on competitors’ price and brand devotion when it feels extreme need for changing value. 2 . your five. 3 Place:
Unilever Bangladesh Ltd. has a huge distribution channel for LUX nationwide as its product sales reach more than 10 , 000, 000 pieces 12 months. The company offers six huge warehouses, one in each trademark Bangladesh, where product moves after they are manufactured at Kalurghat factory.
The corporation does not use its own number of transport pertaining to distributing it is product. Yet , it has outsourced its distribution process to variousthird party distributors, specifically dedicated to Unilever Bangladesh Ltd. These marketers then supply the product all over Bangladesh to a huge number of stores. Even though LUX targets the urban and sub downtown middle and upper central class people they are distributing their products throughout Bangladesh because of a recent increase in demand of its product to all segments of the population.
2 . a few. 4 Campaign:
Unilever Bangladesh undertakes huge advertising activities to market LUX which includes topped the wonder soap industry of Bangladesh. It usually spends almost 20% to 25% of their Net Proceeds from Sales (NPC) of LUX for advertising activities pertaining to LUX. It’s certain gross annual promotional advertisments like LUX Channel i actually Superstar and LUX Funnel i Gross annual Cinema Accolades has made the product a part of the glamour world. Since the thirties, over 4 hundred of the planet’s most stunning and sensuous women have already been proudly associated with LUX adverts.
They do not only promote LUX in Bangladesh for the wonder conscious females, it also helps bring about the brand pertaining to males and the company demonstrated that, simply by including world famous male celebrity Shahrukh Khan for their advertising campaign. Unilever Bangladesh Ltd spends a huge amount of money for marketing LUX through TV commercials, newspaper advertising and advertisements.
3. Assumptive Aspect
3. 1 Customer satisfaction:
Customer satisfaction can be described as term frequently employed in advertising, is a way of measuring how products supplied by a firm meet or surpass consumer expectation. Customer satisfaction is defined as “the number of consumers or percentage of total customers, in whose reported experience with a firm, its products, or the services (ratings) exceeds specified satisfaction goals. In a survey of almost 200 elderly marketing managers, 71 percent responded that they found a client satisfaction metric very useful in managing and monitoring their particular businesses.
The value of measuring customer satisfaction is usually discussed under: * It truly is seen as a crucial performance indicator within organization and is typically part of a Balanced Scorecard. Within a competitive marketplace where businesses competefor buyers, customer satisfaction can be considered a key differentiator and progressively has become a key element of organization strategy. 5. Within agencies, customer satisfaction ratings can possess powerful results.
They emphasis employees within the importance of satisfying customers’ targets. Furthermore, when these scores dip, they will warn of problems that may affect sales and profitability. These types of metrics quantify an important powerful. When a brand has faithful customers, this gains great word-of-mouth promoting, which is equally free and highly effective. Consequently , it is essential for businesses to successfully manage client satisfaction. To be in a position do this, organizations need trusted and representative measures of satisfaction. * In exploring satisfaction, companies generally question customers if their service or product has fulfilled or surpass expectations.
Therefore, expectations can be a key factor at the rear of satisfaction. The moment customers have got high anticipations and the truth falls short, they will be disappointed and will very likely rate all their experience because less than satisfying. For this reason, a luxury resort, for example , might get a lower satisfaction rating compared to a budget motel”even though their facilities and service can be deemed excellent in ‘absolute’ terms.
* Customer satisfaction provides a leading indication of client purchase intentions and dedication. Customer satisfaction data are being among the most frequently collected indicators of market awareness. * Within organizations, the gathering, analysis and dissemination of these data send a message regarding the importance of tending to consumers and making certain they have a confident experience with you’re able to send goods and services.
5. Although sales or market share can show how very well a firm is definitely performing at the moment, satisfaction is perhaps the best signal of how likely it is the fact that firm’s consumers will make even more purchases down the road. Much studies have focused on the partnership between client satisfaction and preservation.
Different processes to measure Customer satisfaction receive below: 1 . Theoretical Earth:
In literature antecedents of satisfaction are analyzed from different factors. The factors extend coming from psychological to physical and from ordre to strengths. However , in most of the cases the concern isfocused in two simple constructs since customers’ anticipations prior to purchase or usage of a product great relative notion of the efficiency of that item after utilizing it. Expectations of a customer over a product tell us his expected performance for this product.
As it is suggested in the literature buyers may possess various “types of anticipations when building opinions with regards to a product’s predicted performance. installment payments on your The Disconfirmation Model:
The Disconfirmation Version is based on the comparison of consumers’ expectations and their perceived efficiency ratings. Especially, an individual’s targets are proved when a merchandise performs as expected. It is adversely confirmed each time a product executes more terribly than anticipated. The disconfirmation is positive when a product performs within the expectations. You will discover four constructs to describe the traditional disconfirmation paradigm mentioned since expectations, functionality, disconfirmation and satisfaction.
The typical measures of customer satisfaction involve a review with a pair of statements using a Likert Approach or size. The customer comes up to evaluate each statement in addition to term of their perception and expectation of performance from the organization being measured. Their satisfaction is generally measured on the five-point level.
Customer satisfaction info can also be gathered on a 10-point scale. Regardless of scale used, the objective is to measure customers’ perceived satisfaction with their connection with a business offerings. Good quality measures must have high pleasure loadings, good reliability, and low mistake variances.
several. 2 Advertising mix:
The promoting mix can be described as business instrument used in marketing and by advertising professionals. The marketing mixture is often essential when identifying a product or brand’s supplying, and is often synonymous together with the four Playstation: price, product, promotion, make; in service advertising, however , the four Playstation have been broadened to the Several Ps or perhaps eight Ps to address thedifferent nature of services.
Recently, the concept of several Cs have been introduced as a more customer-driven replacement of 4 Ps. In addition to two 4 Cs ideas today. Is Lauterborn’s 4 Cs (consumer, cost, conversation, convenience), one more is Shimizu’s four Cs (commodity, price, communication, channel).
3. 2 . 1 Producer-oriented model
The internet marketer E. Jerome McCarthy suggested a four Ps classification in 1960, which has as been used by marketers throughout the world. Classification|
Product| A product can be considered an item that satisfies exactly what a consumer demand. It is a concrete good or perhaps an intangible service. One example is good is going to for intangible. Tangible items are people with an independent physical existence.
Standard examples of mass-produced, tangible items are the motor unit car plus the disposable razor. A significantly less obvious but ubiquitous mass-produced service can be described as computer os. Every method subject to a life-cycle including a growth phase followed by a maturity period and finally an eventual period of decline because sales declines.
Marketers should do careful research on how lengthy the life cycle of the product they are promoting is likely to be and focus their particular attention in different difficulties that arise as the product move. The marketer must consider the merchandise mix. Internet marketers can grow the current item mix by simply increasing some product line’s depth or perhaps by increasing the number of catalog. Marketers should think about how to situation the product, the right way to exploit the brand, how to make use of the company’s solutions and how to configure the product mix so that every product matches the different.
The internet marketer must also consider product development approaches. | Price| The amount a buyer pays for the merchandise. The price is very important as it decides the company’s revenue and hence, endurance. Adjusting the retail price has a serious impact on the marketing strategy, and depending on the cost elasticity from the product, generally it will impact the demand and sales as well. The marketing expert should set a price that complements the other portions of the marketing mix. The moment setting a cost, the marketer must be aware with the customer recognized value to get theproduct.
3 basic prices strategies will be: market skimming pricing, industry penetration charges and neutral pricing. The ‘reference value’ (where the customer refers to the values of competitive products) plus the ‘differential value’ (the consumer’s view with this product’s features versus the advantages of other products) must be taken into account. | Promotion| All of the methods of communication a marketer may use to provide data to different parties about the merchandise.
Promotion contains elements including: advertising, pr, personal selling and product sales promotion. Promoting covers any kind of communication that is paid for, coming from cinema ads, radio and Internet advertisements through print out media and billboards. Pr is the place that the communication is usually not directly paid for and contains press releases, support deals, displays, conferences, seminars or operate fairs and events. Personal is virtually any apparently relaxed communication regarding the product simply by ordinary persons, satisfied consumers or persons specifically involved to create word of mouth momentum.
Sales staff generally plays a significant role in word of mouth and public relations (see ‘product’ above). | Place| Refers to offering the product at a place which is convenient pertaining to consumers to get into. Various strategies such as intense distribution, selective distribution, distinctive distribution and franchising can be utilised by the marketer to complement the other facets of the marketing mix. | “”””””””””””””””-
three or more. 2 . a couple of Consumer-oriented style
Robert F. Lauterborn proposed a four Cs classification in 1993 the industry more consumer-oriented version from the four Playstation that endeavors to better match the movements from mass marketing to niche marketing: “P category| “C category| “C definition|
Product| Consumer solution| Represents the actual product which in turn meets up the consumer needs and desires. | Price| Cost| Highlighting the total expense of ownership. Various factors have an effect on Cost, which include but not limited to the user’s cost to change or implement the new products or services and the client’s cost because of not selecting a competitor’s product or service. |
Promotion| Communication| Represents a broader emphasis. Communications may include advertising, public relations, personal offering, viral advertising and marketing, and virtually any form of interaction between the business and the buyer. | Distribution(Place)| Convenience| Together with the rise of sites and cross models of getting, Place has become less relevant. Convenience considers the ease of purchasing the product, locating the product, locating information about the item, and several other factors. |
four. Analysis & Findings
We have executed our review on “Customer Satisfaction about the Marketing mix of LUX soap. We certainly have design our sample with 30 respondents. Respondent Test:
Among 30 people, 25 had been female and 5 people were male. Between 25 Female most respondents were registrants of Masters, Bachelors and schools, some participants were regular folks (4 people). In case of Male respondents most were the scholars. Total Respondents| 30|
Female Respondents| 25|
Male Respondents| 5|
Figure one particular: Types of respondents
Age of Participants:
All of us divided respondent’s age into four groups. The groups are 15-20 years, 21-30 years, 31-40 years and 41-50 years. Among 30 respondents 3 respondent’s era were among of fifteen to twenty years, one respondent was from the age category 41-50 years, three or more respondents were from 31-40 years as well as the others (23 respondents) were in between of 21 to 30 years. Age| No of Participants|
Among 15 to 20| 3|
Among 21 to 30| 23|
Between 31 to 40| 3|
Between 41 to 50| 1|
Figure 2: Age of participants
1 ) Are you Pleased with this Brand?
Options| Zero of Respondents|
Figure several: Level of fulfillment of respondents with the manufacturer When we asked about this problem, 29 people agree that they are happy with this Brand LUX. Just one person appears to be unhappy. Her only reason behind disappointment was, in her opinion this soap should contain extra moisture. From the above graph it can be seen that 97% people are happy with american presto and 3% is miserable. 2 . Which will features would you like most?
Options| No . Of respondents|
Figure 5: Level of preferred feature with the soap by respondents We now have observed that 17% of people like the diverse color of LUX soap. 7% people such as the shape of LUX and among 30 people 23 persons or 76% agree that among all the characteristics, the perfume of LUX soap is the foremost feature of LUX.
a few. Do you like to include any other aroma?
Options| No of Respondents|
Figure 5: Amount of suggested new aroma for the soap by the respondents
When we are conducting the survey, we all observed that every people need to add various other aromas like Rose, Neem, Strawberry, fruit in LUX soap. It is seen that 34% persons want the aroma of Rose, 23% like to add Neem, 20% want the fragrance of Strawberry, 13% orange and 10% want Lemon aroma in LUX soap. some. According to quality, which usually brand is the strong Competitor of LUX? Options| Not any of Respondents|
Figure 6: Standard of competitors of LUX
According to quality, 67% respondents feel that “Dove is a strong competition of LUX. Other 27% person thinks “Sandalina as the strong competitor. Snooze 6% feels “Dettol is usually strong competitor of LUX. We have set Tibet and Meril as other options although no one believes these are the strong competition of LUX brand. Participants also pointed out that “Dove is very much expensive but in conditions of quality this cleaning soap is excellent. In other hand the caliber of “Sandalina is good enough and less expensive. Upon other hand, “Dettol is exclusively known as the pub soap which will fights against the wide range of viruses.
5. Are you satisfied with the caliber of this cleaning soap?
Options| No of respondents|
Figure 7: Degree of satisfaction together with the quality with the soap by respondents From the survey we get that, 60% of the participants are content with the quality of LUX soap. Remaining 40% are not satisfied. When we asked about the dissatisfaction with the participants, they will show the cause of higher amount of alkali in the cleansing soap which makes skin rough
6. For how much time you have used LUX?
Options| No of Respondents|
Under 2 Years| 5|
Between your five to twelve years| 25|
Over 10 years| 0|
Figure 8: Level of time period of using LUX by the participants During the time of survey we pointed out that 83% in the people are applying LUX for over 5 to 10 years, snooze amount of participants meaning 17% are employing LUX below than two years. 7. Kind of of fragrance you have found in LUX?
Options| No of respondents|
Peach and cream| 3|
Refreshing splash| 7|
Shoe and Cream| 12|
Purple Lotus and cream| 8|
Physique 9: Degree of used perfume of the detergent by the participants When we are executing our study, we find that 10 % people use peach and cream, 23% people use fresh splash, 40% use shoe and cream and 27% use magenta lotus and cream. During the time to conversation with participants we pointed out that people have applied almost every perfumes of LUX time to time, finally they chose their favorite 1 and most of the people just like sandal and cream because they feel that this fragrance may continue to keep their pores and skin more organic and healthier. 8. Which will size of LUX soap you use?
Options| Not any of respondents|
Number 10: Level of size of the soap employed by the respondents From the survey we located that 17% of the participants use plus size of the cleansing soap whether 83%
in the respondents make use of medium scale the cleansing soap. When discussing the size of LUX being used by the people, many respondents informed that not intended for regular make use of but during journey they use small scale LUX because it is easy to carry. 9. In your thoughts and opinions which type of skin care you get from this kind of soap?
Options| No of respondents|
Figure 14: Level of skincare derived from LUX by the participants 3% participants said that in their opinion LUX soap retains their epidermis clean and according to 97% people, LUX keeps your skin perfumed. Here we can see most of the people think that the perfume of LUX is the most popular skincare they have got from your soap. twelve. Do you think LUX should expose more goods?
Options| No of Respondents|
Figure 12: Level of dependence on introducing new products of LUX of the respondents Here 27% people thinks that LUX should present more goods like LUX face clean, LUX body powder because of its unique perfume and remaining portion of the people, 73% thinks that there is no need to expose more products of LUX. 11. From which source you have information about LUX soap? Options| No of respondents|
TV SET advertisement| 14|
Promotional Events| 2|
Bill board| 10|
Friends and relatives| 0|
Figure 13: Level of types of information about LUX
47% people have got information about LUX soap via TV ad, 13% people got information by Magazine, 7% persons know about LUX from advertising events and remaining 33% got details by the enormous billboards of LUX advertising campaign. 12. What do you think about the promotional activities of LUX? Options| Simply no of respondents|
Not enough| 0|
Number 14: Degree of opinions regarding promotional actions of LUX From the study we discovered that 73% agree that the promotional activity of LUX is sufficient, they think LUX don’t need to give extra concentrate on their promotion activities and 27 % people voted that the promotional activity of LUX is perfect. 13. Do you think the price of LUX is definitely affordable?
Options| No of Respondents|
Determine 15: Standard of satisfaction about the price of LUX by the participants 67% respondents think that the price tag on LUX is affordable and remaining 33% think that the price tag on LUX ought to be reduced. 13. Are you satisfied with the availability of this soap? Options| No of Respondents|
Figure of sixteen: Level of satisfaction about the of LUX by the respondents Almost all the respondents consent that the accessibility to LUX is up to the pleasure level and later one surveys takers disagree together with the availability of LUX.
15. Your general satisfaction about using LUX¦¦..
Options| Simply no of respondents|
Firmly satisfied| 2|
Less Satisfied| 2|
Not Satisfied| 0|
Figure 17: Amount of overall fulfillment about the performance of LUX by the respondents The client is asked to judge each assertion and in term of their belief and expectation of performance of LUX. 87% individuals are satisfied with the entire performance of LUX, 7% people are firmly satisfied with american presto and 6% agree that they are less satisfied with the functionality of this cleansing soap. The fewer satisfied participants give trigger about their less satisfaction is the proportion of Alkali inside the soap makes skin hard and LUX should lessen their cost as it is used by every degree of classes.
five. Major Conclusions
1 ) They are focused about their Advertising activities. installment payments on your The portion of Alkali is too much high and makes skin tough. 3. They can be not so focused about the high quality improvement. some. Most of the people uses LUX due to its unique aroma no one uses LUX to get skin care. five. Dove may be the strongest interior competitor of LUX and Sandelina is a external most effective competitor in Bangladesh.
six. Some people expect that LUX will introduce more items of LUX like Confront wash and body powdered. 7. Because every school of people use LUX, participants think that the cost of LUX should be reduced. almost 8. Sandal and Cream is the most used scent of LUX in Bangladesh. 9. Many people get details about LUX from TV ad. 10. People are satisfied with scale LUX Cleansing soap.
6. Bottom line
LUX has been runs its business for many years in Bangladesh where each and every person knows manufacturer quality and various product of computer and consumers are also aware of the different tactics which are used toattract more consumers to buy the merchandise but still it includes lacking to outlive in the market.
To sum up analysis it’s been conclude that Bangladesh Unilever Limited facing competition in the other companies. As a result to keep their market share pertaining to the growth within their business it should focus on quality management and improvement to attain its aim. However LUX soap should penetrate the market in order to endure in this competitive world and also introduce some new product with the reasonable range in order to maximize its sales and that will have greater impact on their particular sale. However marketing activity should also end up being consider through which will lead to gaining competitive advantage from it is competitors.
* Most of the respondents recommended that they would like to see more Fragrance of LUX Cleaning soap. * In order to increase even more sales LUX should give full attention to appropriate lowering of price which will directly lead to gain leadership in price. * Simply by hiring popular stars LUX is trading huge amount to market their products.
Each of our suggestion will be now LUX should cease spending plenty in advertising activities. 2. LUX Will also have to do product development for the product line extension. 2. As this kind of soap makes skin hard enough; we think LUX will need to invest even more to improve the standard of LUX detergent rather than promotional activities. If not it can shed its marketplace at any time since there are many solid competitors in soap marketplace. * LUX can bring in more goods like- Deal with Wash; Human body Powder and so forth as this device cover an enormous and different marketplace segment.
almost 8. Bibliography
en. wikipedia. org
A study in “Customer pleasure about promoting mix of LUX Soap Surveys takers Name:
Income: around ¦¦¦¦¦..
1 . Will you be happy with american presto?
If perhaps No make sure you specify ¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦. 2 . Which usually features would you like most?
c) Selling price
e) Other folks (please Specify)
several. Do you like to add any other aroma?
b) ” lemon “
f) Others (please Specify)
4. Which in turn brand is the strong competition of LUX (In your opinion)? a) Dove
f) Others (please Specify)
5. Are you satisfied with the caliber of this Cleansing soap?
b) Simply no (explain¦¦¦. )
6. For how much time you have been using LUX?
a. Beneath 2 12 months
b. Between 5 to 10 year
c. Over ten-year
six. Which type of fragrance you may have used in LUX?
a. Peach and Cream
b. New Splash
c. Shoe & Cream
deb. Purple Lotus & Cream
8. Which scale LUX detergent you use?
on the lookout for. In your opinion which type of skin care you get from this kind of soap? a) Clean
10. Do you consider LUX should introduce even more products?
a) Certainly (please specify¦¦¦.. )
b) Simply no
eleven. From which origin you have got information regarding LUX cleaning soap? a) TELEVISION SET advertisement
c) Promotional situations
e) Friends and family members
12. What do you imagine these promotional activities of LUX?
c) Not enough
13. Do you think the price of LUX is affordable?
14. Will you be satisfied with the of this cleansing soap?
12-15. Your overall satisfaction about employing LUX ¦.
a) Strongly pleased
c) Significantly less satisfied