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LUX FAIRNESS SOAP

Syed Ali Hamza Tremazi

Hamza Obaidullah Kazmi

Abdullah Wali

EP110310

EP110320

EP110303

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CUSTOMERSMen and women in Pakistan

COMPETITORS

Essentials fairness soap (Oriflame)

Skin white (Skincare)

Other fairness products (Nivea, Olay,

Vaseline)

CompanyUnilever Pakistan

Began in 1948

Context

Equating fairness with beauty has turned

out to be a wonderful concept

Unilever Pakistans Fair & Lovely capturing

nearly 53% of the market share

Its promotions and advert. showcase

darker skinned women turning fairer

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Strengths

High awareness level

Strong Distribution of ULP (Availability)

Innovative Promotion Pattern

Most trusted brand in Pakistan

Present in 40 countries.

A value of around Rs. 2 billion.

Market share of over 53 %

WEAKNESSES

Chunk of products were launched, most of

them remained unpopular

Decline in market share

Inability to attract premium segment

Inadequate promotion of Mens skin care

products

OPPORTUNITIES

Huge untapped market of fairness soap in

Pakistan and globally

Men fairness market is growing at a rate of

25% every year

Increase the market share in skin care

products by attracting new consumers

THREATS

Extreme competition

Entrance of foreign companies in Pakistans

market (Vaseline, Nivea, Olay)

Large no. of consumers are averse to taking

chances with products perceived to be low

in value when it comes to personal care

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MARKET OPPORTUNITY AND ISSUES

Skin care market in Pakistan is around 8 million

growing at 15-20% per year

A huge gap of availability of fairness soap in the

market

Out of 8 million, fairness cream market alone

constitutes for 5 million

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MARKETING STRATEGY (ANSOFF MATRIX)

EXISTING PRODUCT NEW PRODUCT

EXISTING

MARKET

MARKET

PENETRATION

PRODUCT

DEVELOPMENT

NEW

MARKET

MARKET

DEVELOPMENTDIVERSIFICATION

PRODU TDEVELOPMENT

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MARKET SEGMENTATION

Demographic:

AGE : 1540

GENDER : BothSEC : A, B, and C

Psychographic:

People seeking fairness, beauty,selfconfidence

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POSITIONING

Complete beautyfor all

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Product

Lux fairness soap for men

Lux fairness soap for women

Price

place

One of the largest distribution networks in

Pakistan

About 1500 stockists

Total coverage : 3.3 Million outlets

Direct coverage : 0.3 Million outlets

Promotion

PhaseI: BTL activities

PhaseII: ATL activities

PhaseIII: sales promotion

(discounts, extra weight)

Small Medium Large

24 37 50

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LUX ATTACK AND DEFENSE STRATEGY

EncirclementTotal domination

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