MARKETING PLAN ON

LUX FACIAL SOAP

Submission Date: 14th September,2008.

MARKETING PLAN ON
LUX FACIAL SOAP
(COURSE CODE: BBA 2107)

Submitted to
Ms. Afia Akter
Lecturer, Department of Business Administration
Northern University Bangladesh

Submitted by

Shabiha Dil Afroz BBA 070102104

Md. Saijat Hasan BBA 060301884
M. Adnan Kabir BBA 070102092
Farida Yesmin BBA 070102098
Md.Mosharaf Hossain BBA 070102109
Roksana Akter BBA 070102117

Semester: Summer, 2008

Program: BBA
Section: B
 Letter of Transmittal

September 14, 2008

Ms. Afia Akter

Lecturer, Department of Business Administration
Northern University Bangladesh

Subject: Application for submission the report Marketing Plan on Lux Facial
Soap

Dear Mam

In accordance to your advice to our group for preparing a marketing plan report on any
new product in Bangladesh, we have selected Lux Facial Soap to serve our purpose.

In preparing this report, we have followed your guidelines to spread up our focus on all
the steps of marketing plan. As per your direction, we have added a lot of information
regarding the market strategies of the company. From this report we have achieved a lot
of basic knowledge of Marketing Management and we think our selves that it will help us
a lot in our future career.

We sincerely hope this report will fulfill the requirements suggested by you under the
course Marketing Management (BBA 2107). We truly appreciated this report. We hope it
will be accepted to you.

If you have any question after reading this report, let us know.

Sincerely yours,

Shabiha Dil Afroz BBA 070102104

Md. Saijat Hasan BBA 060301884
M. Adnan Kabir BBA 070102092
Farida Yesmin BBA 070102098
Md.Mosharaf Hossain BBA 070102109
Roksana Akter BBA 070102117

Acknowledgement

This marketing plan is prepared on the basis of the assignment given by Ms. Afia Akter,
lecturer of Northern University Bangladesh. It was a wonderful experience while working
on the product plan Lux Facial Soap. At first my thanks go to the almighty Allah and
than to my lecturer. A great number of people have made significant contributions in
preparing this paper. I am heavily indebted to all of them. I am expressing my immense
gratitude to all of them who have extended enormous support, guidance and speared their
valuable time in preparing this paper.

This paper perhaps couldnt have been completed without the continues help and generous
assistance that has been rendered by Ms. Afia Akter a special debt goes to him for being so
generous. It would unjust if I do not make a mention of and all those employee of Uni-liver
Bangladesh who despite of their busy schedule speared sometime to answer my quarries.
My heartiest gratitude and sincere thanks for all of them.
Most importantly I am thankful to all those members of my group who after assigning the
subject constantly worked with me for preparing this paper.
 1.0 EXECUTIVE SUMMARY

The name Lux means light in Latin, however the name was chosen for its play on the
word luxury. Unilever's corporate mission to add vitality to life shows how clearly
the business understands 21st century-consumers and their lives. But the spirit of this
mission forms a thread that runs throughout our history, leading right back to the late 19th
century.

In the 1890s, William Hesketh Lever, founder of Lever Bros, wrote down his ideas for
Sunlight Soap his revolutionary new product that helped popularise 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 our products'.
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 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 cake-shaped 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 toilet soap was introduced as bathroom soap in
1925, as a brand extension of Lux soap flakes. Subsequently Lux soap has been marketed
in several forms, including handwash, shower gel and cream bath soap .Lux soap was
launched in India in 1929. The very first advertisement in 1929 featured Leela Chitnis as
its brand ambassador. It was branded in India as "the beauty soap of film stars". From the
1930s right through to the 1970s, 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.
This was long before the phrase 'Corporate Mission' had been invented, but these ideas
have stayed at the heart of our business. Even if their language - and the notion of only
women doing housework has become outdated.

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.

In the late 19th century the businesses that would later become Unilever were among the
most philanthropic of their time. They set up projects to improve the lot of their workers
and created products with a positive social impact, making hygiene and personal care
commonplace and improving nutrition through adding vitamins to foods that were
already daily staples.

Today, Unilever still believes that success means acting with 'the highest standards of
corporate behaviour towards our employees, consumers and the societies and world in
which we live'. Over the years we've launched or participated in an ever-growing range of
initiatives to source sustainable supplies of raw materials, protect environments, support
local communities and much more.

Through this timeline you'll see how our brand portfolio has evolved. At the beginning of
the 21st century, our Path to Growth strategy focused us on global high-potential brands
and our Vitality mission is taking us into a new phase of development. More than ever,
our brands are helping people 'feel good, look good and get more out of life' a
sentiment close to Lord Leverhulme's heart over a hundred years ago.

.
Lux women want to be loved, admired and at the same time express themselves in a
feminine way. Lux, with its abundance of exotic beautyfying ingredients has lead to
beautiful skin - therby making women who use it more gorgeous naturally! in recent
times, Lux has embraced beauty and feminity of the 21st century women. It aims to be
the paradigm of the new feminity. That's why Lux celebrates the pleasure of being a
woman today by encouraging women to feel and look beautiful, be individualistic about
their self-expression and indulge in the rituals of beautification in an unapologetically
feminine way. Lux beautifies in a playful way, letting women express their feminine spirit
without constrains!
All of us want to be pampered, to look and feel great, to enjoy that moment when
anything seems possible. And that's just what Lux offers on a daily basis at a price that
all can afford.
Chapter-1
Introduction...
BACKGROUND:

In order to fulfill our course Marketing Management we are suggested by Ms. Afia
Akter (Course moderate) to create a marketing plan for a new product on the basis of
Bangladesh. For this reason we were starting to think for a new product which is related
with soap industry and start survey the market for knowing which is exist product and
which not. After survey we found that there is no facial soap in market which is produced
in our country. And than we decided to make a product plan on facial soap and for that
reason we select the brand LUX from Unilever Bangladesh. And we chose a name
for our new product Lux Facial Soap.

Objectives:
Broad objective is the main issue of a report. All the information of a report will be on the
basis of broad objective. The broad objective of our product that to providing branded
products and services which consistently offer value in terms of price and quality, and
which are safe for their intended use. Products and services will be accurately and
properly labeled, advertised and communicated.
Specific objective is to reach the broad objective. A specific objective is the
classification of a broad objective. The specific objective of this report is to fulfill the
requirements of the course BBA 2107.
Methodology:

This report is a qualitative and quantative report because we have collected and
analyzed the data from the internet website and text books and we made a conversation
with some employees of unilever Bangladesh and some consumers of lux soap. For the
data processing we have analyzed & processed them by Microsoft Word.

Limitation:
To prepare this report we have faced a lot of problems such as:
Time limitation
Electricity problem
Unavailability of information
Group members incorporation etc.
 Chapter-2
Profile of the Organization
COMPANY PROFILE:

Name of the company :: Unilever Bangladesh (LUX)

Year of Establishment :: 1899
Founder Country :: England, Netherlands (merged)
Headquarters of the company :: London, England (UK),
Rotterdam, Netherlands.
Commercial Production :: 1924
Status :: Public Limited Company
Business Lines :: Manufacturing and marketing of bath cream
soaps, hand wash.

Constitution :: Government of Bangladesh - 39.25%,

Unilever- 60.75% shares.

Number of Employees :: 10,000
Website :: www.unilever.com.bd
Phone: +880 (0)29888452
 Chapter-3
New Product Review
Lux Facial Soap:

Our new product lux facial soap is a delight to the senses. It mainly provide facial
facilities that is to help to keep skin looking and feeling naturally beautiful and glowing
and younger. Lux facial soap wants everybody to be able to enjoy great, healthy skin
everyday. This soap add new zest to women life. This soap will specially make for the
needs of Asian skin. Our products target customer are the women aged between 17-58.
Considering the factor of Asian skins variation we launch three different soaps. These
are Moisture, Herbal and Sun-protected. This product will enable the users having indoor
facial facilities within a reasonable price.
 Chapter-4

Current Situation Analysis

Situation Analysis:
Lux is a product of uni-liver and uni-liver holding 2nd position in brand name in
Bangladesh . Lux soap already achieved 40% of market share and they are the market
leader of soap industry and they want to hold their position. They earning profit and
controlling the whole soap market by satisfying customer. Now Lux going to launch a
new segment of soap as facial soap to satisfy and attract new customer , create a
strong brand image in the mind of the targeted customers and to retain the existing
customers. And do some social welfare besides making the profit.
#Market Situation Analysis :
Lux possesses good information about the market for their new product and knows a
great deal about the common attributes of the most prized customer. This information
will be leveraged to better understand who is served, what their specific needs are and
how lux facial soap can better communicate with them.
Target Market:
Lux only target Female segment for their new product LUX Facial Soap. This
product can not allow under 16 years old female.
A. Market Demographics:
The profile for the typical lux customer consists of the following geographic,
demographic and behavior factors:
Geographics:
Lux has no set geographic target area . lux can serve both domestic and international
customers. The total targeted population is 38 million users.
Demographics:
Ages 17 unlimited , with 48 percent clustering around ages 20-36 . the recreational
users tend to cover the widest age range , including young users through active
adults.
Behavior factors:
Users enjoy healthy and glowing skin not as a means for beauties but as an
intrinsically enjoyable activity in itself. They spend money on cosmetics usually
 facial accessories and they have impressive lifestyle that include some sort of reaction
at every single day of a week.
B. Market Needs:
Lux is providing facial facilities for all type of skins. Lux company seeks to fulfill the
following benefits that are important to companys customer:
Customers do not enjoy to spend money on disposable product that only work for
3-5 days. Soap market has not been addressed facial site properly and personal
dedication to the beauty care will provide that type of soap with the needed
information to produce insightfully designed product. Exemplary service is required
to build a sustainable business that has a loyal customer base.
Company Mission:

1. Lux soap already achieved 40% of market share .They are the market leader and
they want to hold their position.

2. To earn profit by satisfying customer.

3. To satisfy and attract new customer.
4. To control the whole soap market.
5. To create a strong brand image in the mind of the targeted customers.
6. To do some social welfare besides making the profit.

Competitive Review:

Lux soap has strong market share comparatively with other soap. There are many brand
soap existing in the market who are the competitors of Lux soap such as Dettol soap of
Reckitt Benckiser, Meril soap of Square Toiletries Ltd., Keya soap of Keya Cosmetics,
Kohinoor Chemical Co. Ltd., some foreign soap etc. All of these competitors are very
much aware about their marketing plan as well as their market share. They are always
trying to hold new customers as well as the customers of Lux. They are trying to hold the
market share of Lux. But Unilever is not sitting idly. It knows well about its market share
and how to attract new customers and how to retain the existing customers from the clasp
of the competitors. It never ignores its competitors. It always considers its competitors as
the guideline of the company. Comparatively Lux soap is providing better quality soap
rather than other soaps in the market. It always tries to ensure the best quality with
comparatively a lower price. It also has thrown different sizes that attract the customers
and fulfill the desired needs of the customers. Its smell is comparatively good than others
competitors.
The new segments of lux, Lux Facial Soap is a new product for the soap market on the
basis of Bangladesh. So actually there is no local competitor for this product but
internationally has few competitors. There is some key competitors information in below:
SANTOOR:
Santoor is a Indian soap. It is also provide facial facilities . But this soap actually not
provided by the company . This soap mainly bought in Bangladesh by some importer.
And a large number of our targeted customer used this soap for its price level and better
quality.

GARNIER:
Garnier is a product from Loreal ,a French multinational company .Garnier offers a vast
range of skin care to their customers. Some of our targeted users used garnier for its good
quality. But it couldnt able a large number of customer for its high price level.

OTHERS:
All the existing soap company will be our competitors because any time they can enter
into this segment.

EXISTING DOMINATING BRANDS IN THE MARKET

Name of the soap brand Name of the

Company
1. Lux
2. Lifeboy
3. Lifeboy Gold
4. Dove Unilever Bangladesh ltd

Meril
Square Toiletries Ltd.

Keya i. Super beauty

ii. Lemon Soap Keya Cosmetics, Kohinoor
Chemical Co. Ltd.

Aromatic
Aromatic

Dettol Reckitt Benckiser

Other domestic brand
Foreign soap

FIGURE 1: Brands and Company name of existing soaps

EXISTING SIZE OF BRANDS WITH PRICE:

Brand Name Size Price

Mini Medium Large Satisfied
Dissatisfied
Lux

Garnier

Santoor(foreign)

Meril

Keya

Aromatic

Dove

Other domestic brand

Foreign
soap(other)
 Pie Diagram: Situation of our product and key competitors product
Distribution:
Lux Facial Soap product will be distributed through a network of select store and non
store retailers and wholesalers in Bangladesh. Among the most important channel
patterns are as follow:
Wholesalers
Online wholesalers
Online retailers
General Stores
Campaigns
Distribution is initially be restricted to Bangladesh. We plan to expended into other
Asian countries and beyond. We will emphasize trade sales promotion in first year.
 Chapter-5
Swot &Issues Analysis
SWOT Analysis:
Product Strength:
It has a strong brand name
Lux has 40 percent market share.
All over the company in Bangladesh not launch this type of soap.
Its distribution network is very good.
The product is technologically superior.
It is a quality product.
Product weakness:
The price is somewhat higher than lux other categories price.
Its product line is not increasing.
It is not much conscious as much needed about future the competitors challenge.
Product Opportunity:
Increasing number of customers.
To increase the product line.
Local low priced raw materials
 Product Threats:
New competitor entries into market
Issues Analysis:
Our target customer are from middle and higher middle class. Though they are very
conscious about the quality of product as well as they also consider the price level.
We are trying to give greater quality to customer thats why our product price is little
bit higher than other soap. So price can be big barrier for our product success. Though
this is a completely new product in market and it has no competitor in market but it is
quite possible that within a short period new competitor can entry in this segment.
Mark able think is that how the new competitor through challenge to us and how
effectively we manage and hold our customers and market.

Chapter-6
Objectives
 Financial Objectives:
To achieve growth in sales.

To develop their Human Resources.

To maximize the profit.

Maintain a significant research and development budget to spur future

product developments.

Marketing Objectives:
To expand their Marketing Network allover the Country.

To develop the existing product line.

Increase the brand awareness of the customers.

 To attract the new customers at a large scale.

Achieve a steady increase in market penetration .

Chapter-7
Marketing Strategy
Target Markets:
Our primary consumer target is middle- to- upper middle class female segment who are
much conscious about their skin and beauty. This segment can describe by age 17-58.
Lux Facial Soap marketing strategy is based on a positioning of product differentiation.
Each of the four marketing mix strategies conveys Lux Facial Soap differentiation to
the target market segments identified above.
Positioning:
Using product differentiation , we are positioning the Lux Facial Soap as the most
versatile, convenient for skin care. The marketing strategy will focus on the facial
facilities as the main feature differentiating the Lux Facial Soap. The slogan for our
product is- Glowing Yourself.

Moisture:

Moisture facial soap for those women whose skin is dry .Blackout, silence! A
breathtaking moment: for those women first step on the stage. A solitary spotlight on
those. When their skin meet the drops of moisturizer and the shine of blue clay, Hemp
seed and shea butter that they can see and feel, there is a silent applause and they can
express their inner beauty.
Herbal:

Herbal facial soap for those women whose skin is oily .As well as Herbal facial soap can
also use those women which skin is normal. Dont let lazy skin get you down-that is
herbal facial soaps main objective. Herbal is rich with chilled mint and refreshing
cucumber extracts, avcado oil and green facial clay that help revive ones skin. Go from
zero to fabulously exciting in seconds and flourishing ones glowing natural beauty.
Sun-Protected:

Ray of the sun make sunburn of our skin. Sun-protected facial soap for those women
whose skin is so much sensitive and sun ray can easily burn their skin. Wake up to a body
that looks fresh and full of life. Lux sun protected facial soap , with refreshing mineral
salts and seaweed extracts, turmeric, oxybenzone is the best kept secret to help renew
your skin from bored to full of life. There wont be dull days and makes ones skin as the
shine of the sun.
 Almond oil
Avcado oil
Castor oil
Cocoa butter
Cucumber extracts
Chilled mint
Distilled water,
Emu oil
Fragrance agents
green facial clay
green tea FO
glucose Chilled mint
Hemp seed cucumber
Jojoba, extracts,
Kukui nut Avocado oil,
Lye green facial clay
Moisture Cream
NaOH
Olive oil
Organic Virgin
Coconut Oil,
oxybenzone Blue clay,
Palm kernal oil Hemp seed,
blue Clay, shea butter
rice bran oil, Moisture Crme
Rose Geranium,
Rosewood Essential
Oils,
Shea butter
Sodium Hydroxide,
Mineral salts and
silk fabric seaweed extracts,
sandal turmeric,
Turmeric oxybenzone
vitamin B3 and B6,
fructose
Marketing Communication & Positioning:
TV Advertise: Attractive TV advertises are the main marketing strategy to attract
the customers, as most of the people of our country buy soap after watching the TV
ads.

Internet Information:
All the information about the soap is given on the web site and people can easily know
about the product and the quality of products from internet.
 Bill Board:
Attractive bill boards in different popular roads and stoppages both in towns and
villages are given by Unilever to attract the customers and to influence them to buy the
soap.
 Concert Programs:
Sometimes Unilever arrange concert programs in different types of schools, colleges,
universities and other places to make the people aware about their soap.

Banner, Festoon, Placard: Lux facial Soap also advertises by banner, festoon
and placards.
 Joining Fair: By joining different types of fairs held in our country, Unilever
advertises and accelerate their sales.

Transport: On bus and other transport unilever can advertise their new launched
soap.
 College and University: To make their soap well known unilever can give the
sample product of their new soap to the colleges and universities female students.

By their marketing strategy Lux soap has made their strong position in the minds of the
customers & it is now holding 40% market share now.

Pricing:

Pricing is the most important factor in case of any kinds of product to market that
product. Unilever is very much conscious about the pricing strategy of Lux soap. They
have set a comparative price of their product. In setting the product price they have
considered the buying behavior of the people of our country. They also considered the
purchasing capacity of the people. They have set different prices for different sizes of
soaps. Comparatively with others soaps in the market the product price is not much more
than the other soaps. Rather the price is low as per the better quality of the product.

The Price list of Different sizes is given below:

Size of the Soap Price of the Soap

Large 50Tk
Medium 40Tk
Mini 30Tk
 Chapter-9
Financial Projection
Financial Projection:
Unilever Bangladesh Ltd. has projected 575 core taka on two years sales volume of Lux
soap and for lux facial soap projection unilever will projected 75 core taka on one year.
Ultimately the variable cost of the soap will decrease in the future years. As a result, the
target profit of the company will be higher in the future years. This financial projection
laid the foundation for planning in the manufacturing, human resources and finance and
accounting.

Per Unit Plan

Mini Medium Large Percentage

Raw Materials Cost 16.84 22.94 28.98 64%
Operating Cost 03.68 05.00 06.40 14%
Administrative Cost 02.63 03.57 04.53 10%
Advertising Cost 03.27 04.34 05.37 12%
Total Cost per unit 26.42 35.85 45.28 100%

Sales Revenue 01.58 02.15 02.72 6%

Wholesales Price 28.00 38.00 48.00

Total
Sales Volume 7,000,000 12,000,000 3,000,000 22,000,000

Total cost 184,940,000 430,200,000 135,840,000 750,980,000

 Income Statement

Sales on Revenue
Mini 192,500,000
Medium 456,000,000
Large 142,500,000
Total 791,000,000
Raw Materials Cost
Mini (117,880,000)
Medium (275,280,000)
Large (86,940,000)
Total (480,100,000)
Operating Cost
Mini (25,760,000)
Medium (60,000,000)
Large (19,200,000)
Total (104,960,000)
Administrative Cost
Mini (18,410,000)
Medium (42,840,000)
Large (13,590,000)
Total (74,840,000)

Advertising Cost
Mini (22,890,000)
Medium (52,080,000)
Large (16,110,000)
Total (91,080,000)

Income Taxes Expenses @10% (40,020,000*10%) (4,002,000)

Net Income 36,018,000

Chapter-10
Conclusion
Controls:

The purpose of Lux Facial Soap marketing plan is to serve as a guide organization. The
following areas will be monitored to gauge performance.
Revenue: monthly and annual
Expense: monthly and annual
Customer satisfaction
New product development

Implementation :

Implementation control is a very much important part for the marketing plan of any kind
of product. The marketing manager should be aware about the implementation of the total
process i.e. the financing, investing, marketing etc. and find out the problems or faults as
well as the correction of them.
Bibliography:
Book:
Kotler, Philip, and, Keller, Lane, Kevin, Marketing Management,12 Edition, Published
by Ghose, prentice- Hall of India Private LTD, M-97, Connaught Circus, New Delhi-
110001 and printed by Tarun Offset Printers, New Delhi-110064, ISBN-978-81-203-
2799-3.
Internet:
www.unilever.com.bd
www.wikipedia.org
www.banner-maker.net
www.watchindia.tv
www.indiafm.com
www.free-slideshow.com
www.nowrunning.com
www.desifans.com
www.idigitdesign.com
http://images.google.com.bd
www.geekologie.com
www.zone5.com
www.scottrekdal.com
www.slashfilm.com
www.digitalrevolutions.biz
www.photobucket.com
www.jmdsakti.com
www.hitsfm.com
www.shopping.com
www.pakpix.net
www.exchange3d.com
www.zagorka.info
www.elve.net

www.redbus.co.nz
www.kotaku.com.au
www.simpsonsfolder.com
www.danheller.com
www.alorean.com
www.menifee247.com
http://fashion.chotadon.com
www.mchenrycountyblog.com
http://www.bollywoodblog.com
Table of Content:

Title fly i
Title page. ii
Letter of Transmittal iii
Acknowledgement... iv
Executive summary. v - vii
Chapter-1. 1
Introduction of the report.. 2 - 3
Chapter-2 ... 4
Profile of the Organization 5
Chapter-3. 6
New product review.. 7
Chapter-4. 8
Current situation analysis. 8
1. Market situation analysis... 9
2. Competitive situation analysis.. 10 -13
3. Distribution... 14
Chapter-5 15
SWOT & Issues analysis 15
1. SWOT analysis. 16
2. Issues analysis.. 16
Chapter-6 17
Objectives.. 17
1. Financial objectives.. 18
2. Marketing objectives. 18

Chapter-
7. 19
Marketing strategy analysis 19
1. Target market. 20
2. Positioning. 20-24
3. Marketing communication. 25-29

Chapter-8. 30
Action program... 31
Chapter-9. 31
Financial projection 32-33
Chapter-10... 34
Conclusion.. 35
Bibliography ... 36-37