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ASSIGNMENT ON
Lux soap
Submitted To Dewan Md. Nur A Yazdani Lecturer Faculty of Business ASAUB Submitted By
NO
1. 2. 3.

Name
Zahir Uddin Ahamed Mutasim Billah Ratul Hasanuzzaman

ID No
071-12-101 071-12-108 071-12-113

Secti on
A A A

Bat ch
1st 1st 1st

INTERNATIONAL BUSINESS

ASA UNIVESITY BANGLADESH Objectives

The objectives of the report are:

To know about the selected product broad marketing strategy that means market positioning,
promotion, distribution.

To know the International product or services To know the different three types international market on the Lux soap To develop the new promotional plan for each international market.

Methodology
We have made this assignment by using the secondary source of information, which is the Internet. We have used primary source of information. Many relevant websites were searched for gathering required information. But we also collect much information from the international business & principle of marketing.

Limitation
We have faced various obstacles during the making of this assignment. These are following below: Enough information were not found in the web sites Lack of knowledge for preparing a report in a perfect way Problems were occurred during working at lab. Because the lab was small to facilitate this large number of student. So the access in web was not so easy. There were many class tests, mid-term, presentations and other assignments. This is why we couldnt make this report using enough time.

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Introduction
Lux is a brands name of Uniliver Company. The name Lux means light and its a Latin word. Lux soap was first launched in the UK in 1899 as a flaked version of Sunlight soap. Lux has been making waves since 1924, when it launched the world's first mass-market beauty soap at a fraction of the cost of some expensive brands. Lux was first introduced as toilet soap in 1925. It arrived in the UK in 1928, offering people a chance to pamper themselves for a modest price. Lux soap colours and packaging were altered several times to reflect fashion trends. In 1958 five colours made up the range: pink, white, blue, green and yellow. People enjoyed matching their soap with their bathroom colours. In 1990s, Lux responded to the growing trend away from traditional soap bars by launching its own range of shower gels, liquid soaps and moisturising bars. Lux beauty facial wash, Lux beauty bath and Lux beauty shower were launched in 1992. In 2004, the entire Lux range was launched in the UK to include five shower gels, three bath products and two new soap bars. 2005 saw the launch of three exciting new variants with dreamy names such as Wine & Roses bath cream, Glowing Touch and Sparkling Morning shower gels.

Source: http://en.wikipedia.org/wiki/Lux_(soap)

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Product concept
Product concept holds that consumer will favor products that in quality, performance and innovative features. Under this concept marketing strategy focuses on making conditions product improvements. Lux product is a Uniliver company product. They need to develop product and service features, design a quality level, brand name on packaging. Lux is a branding which has many different products. Lux soap products are used by customer. Every people need to use the Lux soap product. So Lux product is introduced to every people for better quality product. Technological change makes the existing products obsolete Lux should focus on technological innovations like Body Wash Lux soap product provides in France, Germany, U.S.A, Italy and Brazil. The product range of soap such as Lux Nature Pure, Lux Aqua Sparkle, Lux Strawberry Cream, and Lux Peach Cream.

Servicing
Lux soap product is serving in many countries. When designing marketing programs after the product provides in all countries. The Lux soap product has designing marketing programs intangibility, inseparability, and variability and perishes ability. By servicing of Lux soap product the company get gaining profit. Marketing by a service firm to train and effectively motives its customer contract employees and all the supporting service people to work as a team to provide customer satisfaction.

INTERNATIONAL BUSINESS

ASA UNIVESITY BANGLADESH Branding and packaging

A brand is an identifying mark for products on services. When a company registers a brand legally, it is a trademark. A brand gives a product or service instant recognitions may save promotional cost. Lux is a brand name of Unilever Company. Under this branding have many products such as Lux soap, Lux shampoo, Lux hairspray, Lux liquid soap. Branding can add value to a product. Brand names help consumers identify products that might benefit them. Brands also tell the buyer something about product quality. Branding also give the seller several advantages. The brand name becomes the basis on which a whole story can be built about a product special quality. Packaging involves designing and producing the container for a product. This package includes a products primary container. Companies are realizing the power of good. Packaging to create instant consumer recognition of the product. Product safety his also become a major packaging concern.

Lux Soaps range

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!

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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 wont be dull days!

Crystal Shine: Blackout, silence! A breathtaking moment: your first step on the stage. A
solitary spotlight on you. When your skin meets the drops of moisturizer and the shine of crystals that you can see and feel, there is a silent applause. Crystal Shine!

Nature Pure: Dont let lazy skin get you down. Nature Pure is rich with chilled mint and
refreshing cucumber extracts that help revive you. Go from zero to fabulously exciting in seconds.

Lux Nature Pure

Lux Aqua Sparkle

Lux Strawberry & Cream Lux Peach & Cream

Source: http://www.unilever.com.bd/ourbrands/personalcare/Lux.asp

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Marketing strategy
Marketing strategy is developed on the basis of product quality. Since the Lux soap is a usable and quality product so the company has more powerful marketing strategy. Marketing strategy describes the target market, the planned product positioning and the sales, market share and profit goals. Besides it describes outlines the products planned price, distribution and marketing budget. Marketing strategy is developed for a new product based on the product concept. The Lux soap product provides in local area and foreign area for better quality product. Then increasing the marketing strategy and market operate hoe, when, where will service the product. The soap product is demandable product in market. Consumer buys the product for fulfilling of demand. In this circumstances product is playing vital role for marketing strategy.

Market positioning
Market positioning is arranging for a product to occupy a clean, distinctive and desirable place relative to competing products in the minds of target consumers. Usually marketers plan positions that distinguish their products from competing brands and give strategic advantages in their target market. Before market positioning the company should have market segmentation and target market .At first we discussed about market segmentation it means dividing a market into smaller of buyers distinct needs, characteristics, or behavior or who might require product or marketing mixes. The company identifies different way to segment the market and develop profiles of the resulting market segments. Such as: Geography segmentation calls for dividing the market into different geographical units Such as nations, regions, states, counties, cities, pr even neighborhoods. A company may decide to operate in one or a few geographical areas, or to operate in all areas but pay attention to geographical differences in needs and wants. Demographic segmentation divides the market into groups based on variables such as ages, gender, family size, family life style, income, occupation, education, religion, race, generation, and nationality. Demographic factors are the most important bases for segmenting customer groups.
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Psychographic segmentation divides buyers into different groups based on social class, personal characteristics. Lux soap is affecting their target consumer for using. Because they are providing different favorable soaps in global market. In this case, Lux soap day by day is increasing their global consumers.

Marketing promotion

Promotion is the presentation of messages intended to help sell a product or service. For the market promotion the company should establish Advertising, sales promotion, and public relation.

Advertising
Advertising can reach masses of geographically dispersed buyers at a low cost. We see the advertising of Lux soap product by TV, News. The product is promoted by advertising since most of people must need the idea of product. Generally the soap products are useable product to customer so this advertising is short time.

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Personal selling
Personal selling is the most effective tool at certain stages of the buying process. It involves personal interaction between two or more people. In case of Lux soap product, with personal selling. The buyer usually feels a greater need to listen and respond. Actually Lux soap products are promoted corresponding person to person.

Sales promotion
Advertising often works closely with another promotion tool sales promotion. Sales promotion consists of short term incentives to encourage purchase or sale of a product. Whereas the Advertising offers reason to buy a product sales promotion offers reason to buy now. Sales promotion objective vary widely. Seller may use consumer promotion to increase short term sales or to help the build long term market share.

Direct marketing
There are many forms of direct marketing telephone marketing, direct mail, and online marketing. The message is normally directed to a specific person. Direct marketing is well suited to highly targeted marketing efforts and to building one to one customer relationship.

Sources: Principles of marketing, Phillip kotler & Gary Armstrong (11th edition), Pages no 455-475.
(Chapter 15)

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Distribution
A company may accurately assess market potential, design goods or services for that market, price them appropriately and promote them to probable consumer. Distribution is the course physical path or legal title that goods take between production and consumption. In international marketing, a company must decide on the method of distribution among countries as well as the method within the country where final sale occurs.

Internal handling
Distribution may be handled internally o When volume is high. o When companies have sufficient resources. o When price or technology is high or when there is complex after sale servicing. o When there is need to deal directly with the customer due to the nature of the product. o When the customer is global. o To enable the company to gain a competitive advantage.

Distributors qualifications
Some evaluation criteria for distributors include their o Financial strength. o Connections with customer. o Other business commitments. o Other resources.

Source: International Business, Tenth Edition, John D. Daniels, Lee H. Radebaugh, Daniel P.
Sullivan.
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PROMOTIONAL PLAN FOR THREE INTERNATIONAL MARKETS

USA International Market Market position of Lux soap
The marketing position is standard in USA for servicing the Lux soap. There have more competitive advantage. Customers are buying the Lux soap product. Generally the product price is limited even the product is high quality. It is need able product so the country segments the product in all area. So the marketing position is standard for good economic condition, price stability, steps the Government, customer satisfaction. USA, as international market the country sales the product in all country and the country earns profit by servicing the Lux soap product. The government gives permission and takes action for processing the product. So the product continuous provide in market for fulfilling the demand. The country market competitive is high with other international market. For better quality product, the company must the effectively communicate and deliver the chosen position to the market. Goal is to create and implement effective marketing strategies for great ideas to become real, and expose our clients to the masses.

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Market Promotion of Lux soap
As international market USA, companies promote Lux soap to the target market. They give some benefits for identifying product in world market. USA marketing Promotion is more promoting direct marketing and advertising. We get more information from direct marketing such as online servicing, telephone, Fax. Besides as advertising they give television advertising for this reason the market strategy is better to promote in international market. Advertising can succeed only if Advertisements gain attention and communicate well. Good Advertising messages are especially important in todays costly. The advertising is a play vital role the identification for market Promotion. Whether it is brand management, media buying, creative services, Internet marketing, or public relations, our goal is to reach the with messaging to facilitate the selling process. Using a mix of marketing techniques including the latest Internet technologies as well as traditional marketing communications methods, we create targeted programs maximizing the market reach, while minimizing cost. Sales promotions have traditionally been heavily regulated in many advanced industrial nations, with the notable exception of the United States.

Market Distribution of Lux soap

The country goal is to create and implement effective marketing strategies for great ideas to become real, and expose our clients to the masses. The Lux soap product is distributed by different channel. USA International Market, they Distribute the Lux soap product by direct and indirect selling. A distributor sells to a customer who is neither wholesaler nor retailer

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India International market

Before developing the new promotional plan we need to know about the market positioning and distribution of the Lux soap in India market.

Market position of Lux soap

Lux in India is manufactured by Hindustan Lever Limited (HLL), a subsidiary of the multinational Unilever Limited. Lux was initially a premium brand. The increasing competition in the soap category forced Lux to rethink on its targeting strategy. The brand had a choice either to compromise on market share and uphold the premium positioning or to retain the market share and dilute the positioning. Lux wanted to ensure that the brand be positioned as premium but also did not wanted to compromise on the share. Thus born International Lux which is the premium variant and the affordable segment was catered by Lux beauty soap. Although the brand enjoyed success and has sustained its leadership position, of late this brand has been facing issues of stagnation. The stagnation is caused by the plethora of brands competing for the market share and the scope for differentiation has reduced to almost nil. Together with the rush for celebrities to endorse anything from salt to cars, Lux is finding it difficult to sustain growth in this cluttered market.

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Market Distribution of Lux soap
Hindustan Lever Limited (HLL) has been constantly bringing new and world-class products for the Indian people to remove the daily drudgery of life. Over 90% of the countrys households use one or more of Lux soap. Mainly it is distributing the Hindustan Lever Limited in Indian market. The Lux soap Sales & Distribution Strategy Institutional Selling Distributor Management Trade Marketing Sales Strategy Framework Sales Management Control System SPIN Approach To Selling Sales Force Management Incentive Planning Sales Meeting & Everyday Effectiveness. Distribution Strategy Framework Buying Situation Account Targeting Strategy Buying Center Organizational Buyer Behavior Relationship Strategy Sales Strategy Account Salesperson Buying Process Sales Channel Strategy Buying Needs Selling Strategy.

Source: http://marketingpractice.blogspot.com/20

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Germany International Market

Market position of Lux soap

To ensure our customers a firm position of any product coming from abroad. Being as a group, a friend and collaborator of each one and of all those companies all over the world. We offer following services and resources which are within our scope. A plan must identify a target customer group, explain what those customers want, and develop positioning strategy. As a result of our extensive experience in marketing and numerous business relations in Germany, you will be on the right track to push forward your sales activities toward the German market and to develop a successful business.

Market Promotion of Lux soap

The product has experienced in developing the most effective and efficient online marketing strategies for its clients. Strategic online initiatives are most effective when they are integral components of corporate goals, defining how the organization will successfully engage customers, prospects, and competitors on the Web and across all channels. As the customer constitutes the source of a company's revenue, initiatives are closely linked with sales. Germany is notorious for having the strictest regulations. Famous examples include the car wash that was barred from giving free car washes to regular customers.

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Market Distribution of Lux soap
Distribution Strategy provides a Selling Distributor Management which Trade Marketing Channel Design Management Control System Channel. The best tips and advice from library of articles, a, videos business tools. As international market, the company reaches to customer by wholesaling, retailing .Basically Lux soap product are distributed by Business to Business. Mainly Lux soap is distributing by the on-line distribution system in Germany market. . Distribution Strategy Framework Buying Situation Account Targeting Strategy Buying Center Organizational Buyer Behavior Relationship Strategy Sales Strategy Account Salesperson Buying Process Sales Channel Strategy Buying Needs Selling Strategy.

Findings
We find out Lux is mainly positioned as beauty soap targeted towards women, hence it lacks unisex appeal We find out High internal competition Pears also catering the beauty segment. We find out Strong brand image. We find out Soap industry growing by 4% in India. We find out Level of servicing is high during sales promotion schemes this could be brought down. We find out India promoting the production different channel such as TV, News. We find out Germany promoting the production by online service. We find out U.S.A promoting the production online servicing, telephone, Fax.

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Conclusion

A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation positioning, competitive retaliations, Promotion, and distribution. The competitive advantage is high USA International Market. They have strong servicing for positioning, promotion, and distribution.

INTERNATIONAL BUSINESS