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    Competitor Analysis Brand Name: Lux Logo

    Uploaded by

    Tayyaba Waqas
    Lux soap is a leading beauty soap brand in Pakistan, with a 43% market share. It targets urban and suburban upper middle and middle class segments. Lux comes in 6 varieties and 3 sizes, and is produced locally from imported materials. Though prices are comparable to competitors, changes could trigger price wars. Lux has extensive nationwide distribution through Unilever warehouses and spends heavily on promotions, such as TV ads, contests, and sponsoring high-profile celebrities and events. While the largest competitor is gaining, Lux maintains its position as the top-selling beauty soap brand through strong branding and promotional activities.

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    © All Rights Reserved
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    Competitor Analysis Brand Name: Lux Logo

    Uploaded by

    Tayyaba Waqas
    2K views2 pages
    Lux soap is a leading beauty soap brand in Pakistan, with a 43% market share. It targets urban and suburban upper middle and middle class segments. Lux comes in 6 varieties and 3 sizes, and is produced locally from imported materials. Though prices are comparable to competitors, changes could trigger price wars. Lux has extensive nationwide distribution through Unilever warehouses and spends heavily on promotions, such as TV ads, contests, and sponsoring high-profile celebrities and events. While the largest competitor is gaining, Lux maintains its position as the top-selling beauty soap brand through strong branding and promotional activities.

    Original Description:

    Competitor Analysis

    Original Title

    Lux Competitor

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    Lux soap is a leading beauty soap brand in Pakistan, with a 43% market share. It targets urban and suburban upper middle and middle class segments. Lux comes in 6 varieties and 3 sizes, and is produced locally from imported materials. Though prices are comparable to competitors, changes could trigger price wars. Lux has extensive nationwide distribution through Unilever warehouses and spends heavily on promotions, such as TV ads, contests, and sponsoring high-profile celebrities and events. While the largest competitor is gaining, Lux maintains its position as the top-selling beauty soap brand through strong branding and promotional activities.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    2K views2 pages

    Competitor Analysis Brand Name: Lux Logo

    Uploaded by

    Tayyaba Waqas
    Lux soap is a leading beauty soap brand in Pakistan, with a 43% market share. It targets urban and suburban upper middle and middle class segments. Lux comes in 6 varieties and 3 sizes, and is produced locally from imported materials. Though prices are comparable to competitors, changes could trigger price wars. Lux has extensive nationwide distribution through Unilever warehouses and spends heavily on promotions, such as TV ads, contests, and sponsoring high-profile celebrities and events. While the largest competitor is gaining, Lux maintains its position as the top-selling beauty soap brand through strong branding and promotional activities.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
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    `

    COMPETITOR ANALYSIS
    Brand Name: Lux
    Logo:

    Character: Glamour
    Slogan: Beauty begin with Lux
    Brand Positioning:
    The company offers quality at an affordable price with high branding, which ultimately helps to position
    the
    product
    in
    the buyers mind
    as
    the
    best
    quality
    beauty
    soap.
    The market share of the company in the beauty soap industry is somewhere around 43%.

    Target Market:
    Lux targets u r b a n a n d s u b u r b a n u p p e r m i d d l e a n d m i d d l e c l a s s p e o p l e w h o a r e
    t h e s e c o n d h i g h e s t population of segment of the country. From the segmentation of customer
    according to SEC they target category A, B and C, because they are assumed to be financially well-off
    and can afford to buy LUX.
    Product:
    LUX is produced in Pakistan from imported raw materials like sodium soap, glycerol and different
    extracts according to flavors, coming from Unilever plants situated abroad. LUX is offered in Pakistan in
    six different varieties which are:

    LUX Energizing Honey


    LUX Golden Glow
    LUX Nature Pure
    LUX Orchid Touch
    LUX Almond Delight
    LUX Aqua Sparkle

    `
    Taking into account the convenience of its customers, the company manufactures all SKUs of LUX in
    three different sizes, 40gm, 80gm and 120gm.
    Price:
    Prices of Lux are almost equal to its competitors. Beauty soap is a product with a vulnerable
    demand in Pakistan. A change in price has a high risk of creating price war among the rivals
    which will eventually cause a loss of profit.
    Place:
    Unilever Pakistan Ltd. has a huge distribution channel for LUX all over the country as its
    sales reach more than 10 million pieces a year. The company has six huge warehouses, one in each
    division of Pakistan. Even though LUX targets the urban and sub urban middle and upper
    middle class people they are distributing their products all over Pakistan because of an
    increase in demand of its product to all segments of the population.
    Promotion:
    Unilever Pakistan undertakes huge promotional activities to promote LUX which has topped the beauty
    soap industry of Pakistan. It spends almost 20% to 25% of its Net Proceeds from Sales (NPC) of LUX for
    promotional activities for LUX. Its certain annual promotional campaigns like LUX Channel Superstar
    and LUX Channel Annual Cinema Awards has made the product a part of the glamour world.
    Unilever Pakistan Ltd
    spends
    a huge amount
    of money for
    promoting
    L U X t h r o u g h T V commercials, newspaper advertisements and billboards. Moreover it
    also undertakes small promotional campaigns at different schools, colleges, universities and
    recreational parks with winners of its Zonal Beauty Contests.
    Market Share:
    The beauty soap industry in Pakistan consists of only seven major producers.
    U n i l e v e r Pakistan Ltd is operating in the industry with its world famous brand LUX. Out of these giant
    companies Unilever Pakistan Ltd is the market leader with a share of around 43%. Other companies
    in the industry are not as big as Unilever Pakistan Ltd but they are posing threat to the
    company by a tendency of a gradual increase in their market share. Kohinoor Chemicals
    which is operating with the brand name Tibet and possess a significant share in that segment which is
    the largest population group in Pakistan.

    Advertising:
    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 and now it is associated with the country's leading models and actors taking part in the
    annual Lux Style Awards every year. Ali Zafar the famous Pakistani Singer was the first male model for
    Lux followed by famous actor Fawwad Khan.

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