SUBMITTED TO: SUBMITTED BY:
MADAM ANUSHEY MUHAMMAD UMAIR SHEIKH NIDA AZHAR
ASSIGNMENT: PRINCIPLES OF MARKETING TOPIC: SEGMENTATION OF LUX SOAP
PRODUCT OF: “UNILEVER”
Lux soap was first launched in the UK in 1899 as a flaked version of Sunlight soap. Subsequently it was launched in the US in 1916, and marketed as a laundry soap targeted specifically at 'delicates'. Lever Brothers encouraged women to home launder their clothes without fear of satins and silks being turned yellow by harsh lyes that were often used in soaps at the time. The flake-type soap allowed the manufacturer some leeway from lye because it did not need to be shaped into traditional cakeshaped loaves as other soaps were. The result was a gentler soap that dissolved more readily and was advertised as suitable for home laundry use. Lux is currently a product of Unilever. The name "Lux" was chosen as the Latin word for "light" and because it was suggestive of "luxury."
LUX IN PAKISTAN
Lux has been widely advertised in Pakistan ever since the brand was introduced. Pakistani models including Reema Khan, Meera, Aaminah Haq, Babra sharif and various other leading models and actresses have been "Lux models" from time to time. Lux remains the leading soap brand in Pakistan, representing the stylish class of Pakistan. Things started with a TV show called Lux Style Ki Duniya, now with the country's leading models and actors taking part in the annual Lux Style Awards every year. Ali Zafar the famous Pakistani Singer has become the first male model for Lux.
Lux has emerged as the largest selling product from the HLL stable in terms of value — consumers spent close to Rs 1,300 crore on the brand in ’03, up 5% from the previous year. According to HLL, Lux’s marketshare — at 17% in ’03 — has risen 3% over ’02. However, the share of Lux International in the overall Lux franchise is less than 2%. “Even though Lux International enjoys robust brand recall, its actual contribution to the overall brand is very little,” said an industry source.
SEGMENTATION OF LUX SOAP
World region Country Cities Density Climate Asia Pakistan All major cities of Pakistan Urban Hot and Dry
Age Gender Family size Family life cycle Income Occupation Education Religion 18-50+ Female 1-2, 3-4, 5+ Married,Un-Married Rs.40,000+ Officials,Managers,Supervisors,House Wife College Graduate,high school graduate,Masters Islam
Personality Social class Lifestyle Ambitious,Compulsive Middle class, Upper class. Believers,Achievers,Experience’s makers.
Occasions Benefits User status Attitude towards product Loyalty Status Readiness Stage Parties,Regular Occasions Quality Medium user,heavy user Positive Medium,Strong Aware,Interested