Marketing Case Essay

Principles of Marketing Assignment Details Dear students, this document will give you the detail idea about your module assignment. This assignment consist two parts i. e. one write up and a presentation. First we discuss about the write up’s outline then about the presentation. Well, let’s see…. The write up: As you know, marketing mainly deals with the value of the product. We have to add superior value to our product to capture the customer base. All the participant of the market makes a value proposition to win the customer and at the end of the day they sell their product.

A particular product captures the market according to its level of value creation. In our daily life we see lots of product around us consist this value creation example. Our job in this assignment is to analyze a brand picked from the following list. Table 1. 1: Name of the product Pepsodent Sunsilk shampoo Akij foods and Beverage limited Pran Vaseline Apex Partex Cats eye Close up Clear Shampoo Dove Square foods Fair and lovely Jenny’s Hatil Arong Colgate Coca cola Meril Bombay Ponds Bay Ecstacy Rong Sansodyne Pepsi Tibet ACI Bata Otobi Texmart Deshal

A particular group will pick a unique product from the list and write on the following concept for that product. ? ? ? ? ? ? ? ? ? ? ? ? Brief product facts Industry analysis i. e. identification of rivals, strength of rivals etc. SWOT Analysis Marketing Mix Micro- and Macro- environment analysis Segmentation and Targeting analysis BCG Matrix analysis Positioning map Value proposition analysis Levels of a product analysis Position in Product Life Cycle (PLC) Price analysis These parts need to be completed within 15 pages (A4 size, Font Calibri 11pt, line space 1. 2, paragraph gap 6 pt, justified).

The write up should be submitted as follows: ? ? ? ? Title fly Submission details i. e. Submitted to, Submitted by etc. Analysis outlined above Any additional items in the appendix. Then you have to submit this assignment in digital format to the following address: [email protected] com in PDF format by 20 May, 2013. The presentation: You along with your group should get ready for the presentation by 27 may 2013. Date and norms of presentation will declared later in due time. Template prepared for “LUX”: Brief product facts: Lux is a global brand developed by Unilever.

The range of products includes beauty soaps, shower gels, bath additives, hair shampoos and conditioners. Lux started as “Sunlight Flakes” laundry soap in 1899. In 1924, it became the first mass market toilet soap in the world. It is noted as a brand that pioneered female celebrity endorsements. As of 2005, Lux revenue is at 1. 0 billion euros, with market shares spread out 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.

Lux Developed by Unilever, Lux (soap) is now headquartered in Singapore. Industry analysis: Lux is operating its business in soap industry which consist lots of other brands namely meril, dove, Tibet, sandilina, dettol, lifebuoy, keya, and lots of other imported soaps from around the world. But not all the brands are Lux’s competitor. Among the brands dove and imported brands are real threats for lux. SWOT Analysis: Strengths 1. High brand value 2. Strong distribution network 3. International branding effort Opportunities 1.

Growing customer base Weakness Threats 1. Growing competitors Marketing Mix: Product Price Soap bar, Body gel in different form Prices are ranging 15- 200 depending on form and size. They are charging the highest in its class. Promotion Extensive promotion, international campaign Place Available all geographical location of the Country Micro- and Macro- environment analysis: Micro environment The Company Suppliers Marketing Intermediaries Customers Competitors Publics Demographic International long lived company with high reputation Country wide strong istribution network Partner with reputed local marketing firms Nationwide customer of all age, sex, place, class, location Written above Good public relation Favorable to operate nationally because the country have youth potential customer with the sense of cleaning. Religion also supports the product. Good capable buyer base Natural climate also supportive. Tropical nature of the country does oblige the people to take bath regularly. All supported technology available locally. Macro environment Economic Natural Technological Political Cultural Unstable politics hamper the distribution channel Favorable.

Segmentation and Targeting analysis: Segmentation Gender, age, culture, society, class, religious. Targeting Most of segment with special emphasis on female customer BCG Matrix analysis: Relative Market Share High Star Market Growth Rate High Low Question mark Low Cash cow Dog Positioning map: Price O Luxury Performance Orientation Value proposition analysis: More for More Levels of a product analysis: Core Benefits: Cleaning and beauty concern Actual Product: Features- Various ingredient oriented types; Design- Various shapes; PackagingLucrative packaging; Quality Level- ISO and BSTI certified brand; Brand name- International Reputed Brand.

Augmented Product: After sales service- Negligible need; Warranty- NA; Installation- NA; Delivery and Credit- NA. But they offer various beauty tips and arrange various beauty clinic campaign for the customer. Position in Product Life Cycle (PLC): LUX Product Development Introduction Growth Maturity Decline Price analysis: Analyze the pricing strategy and current status. End


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