Assignment Brand Management

Submitted By:Submitted to:Wajid AliHaifa SaleemShakeel AslamRana TassadaqNabita IshtiaqHassan Naseer333533363338331633533328

Mr. Ghulam Ahmad Rana

MBA (4TH Semester) Brand Positioning (Differentiate or Die):

Act of designing the companys offer or image so that it occupies a distinct and valued place in the target customers minds.

As the name implies positioning means finding the proper location in minds of group of consumers or market segment. As a result the consumers can think about a product or service in the right or desired way to maximize potential benefit to the firm. So the marketers need to know

1. Who the target consumer is?2. Who the main competitors are?3. How the brand is similar to these competitors?4. How the brand is different from them?

Who am I? What am I? (POP)

For whom am I? Why me? (POD)

A concept so simple,People have difficulty understandingHow powerful it is!

BRAND POSITIONING FOR TWO LEADING BEAUTY SOAP BRANDS OF PAKISTAN

LUX (UPL) DOVE (UPL)

Introduction to Lux:Lux stands for the promise of beauty and glamour as one of Pakistans most trusted personal carebrands. Since its launch in Pakistan in the year 1958, Lux has offered a range of soaps in different colors and world class fragrances. Lux is a beauty soap of film stars. Lux soap was first launched in 1916 as laundry soap targeted specifically at 'delicates'.Introduction to Dove:Dove is a personal care brand owned by Unilever. Dove is sold in more than 35 countries and is used by both men and women. It offers consumers products for self grooming. Dove's logo is a silhouette profile of the brand's namesake bird.

Positioning of two Brands

LUXDOVE

1. Luxderived from the word luxury was launched in 1899 as laundry soap in the UK. In1925, the brand was extended to the toilet soap category. It was positioned as beauty soap in Pakistan, and UPL has since used successful film actors of the timesuch as Babra Shareef, Meera and Reema Khan to endorse the product.Dove is a personal care brand owned by Unilever, a multinational corporation that owns more than 400 brands mostly selling either food and beverages or toiletries. Dove is sold in more than 35 countries and is used by both men and women.

2. Lux has been segmented on the basis of demographic factors like, age, lifestyle etc. Target market of Lux is the age group between 16-40 and urban and semi urban areas. The brand is being positioned the favorite soap of Film stars has been consistent in terms of communication and positioning.Dove has segmented and targeted the market towards urban areas as it is being positioned and repositioned as the premium brand like, mildest soap, trail for result. Globally it is not soap but a cream bar.

3. Lux believes in making women feel a million dollars and work with the worlds experts in fragrance to create the most sensuous soaps.We want to challenge the definition of thebeauty. We believe that beauty has becometoo narrow in definition. We want to defy thestereotype that only young, blond and tallare beautiful. -Philippe Harousseau (Doves Marketing Director)

4. -Strong brand image.-Positioning focuses on the attractive beauty segment.-Dynamically continuous innovation of the product and brand rejuvenation new variants.-Aromatic Glow and Chocolate Seduction and Lux White Spa body wash) and innovative.-Continuously evolving the campaign.-Strong emotional touch.-Continuous innovation.

5. Lux is mainly positioned as beauty soap targeted towards women.Started to target male customers.

6. Usage rate/ wear rate is high and is generally mushy and soggy.Maintain better standards of quality.

7. With icons of beauty endorsing the brand, the offerings made by Lux have always been superior and have always led the market, setting benchmarks for competition.It tries to change the psychology of an average looking women that she can look equally beautiful.

8. Lux has beauty offerings in two of the four market segments popular and premium, spanning the needs of varied consumers.Dove is positioned as a personal care brand. Dove soap positions itself not as soap but as the mildest bathing bar containing the moisturizer.

9. The new Lux Beauty Bar is significantly better on all aspects including aesthetics, sensorial, skin care, and value for money, perfume and ingredients. Lux is always a step ahead oftrends rather than following the trend. It would rather orient and direct the change rather than follow it. By using brand-oriented research, the company identified two sets ofconsumers. One was the loyal base of existing Lux Beauty Bar consumers. The other was the target segment which would be the source of growth for Lux.Targets girls and women of all ages, shapes and sizes. Especially targets the working women as they have busy schedules and cannot take out time for themselves so by using one soap they can get the benefits of soap as well as a moisturizer.

10. Points of differentiation:-The LUX is not given a notable placement on the shelves of different retail shops & departmental stores for its sales promotion. Usually the company goes for wide display in the stores where it potential for its product. Different eye-catching decorations are made inside the store and in the showcase for outside display. These arrangements are made with the assistance of the salespeople of the company-Lux has been winning hearts of Pakistani consumers for more than 20 years. Throughout this time, Lux has been closely associated with many of the most glamorous and sensual women of the age.- Luxs secret of longevity has been its consistent evolution be it the soap colour, packaging ornew variants, the brand has banked on innovation to keep its youthful image intact.- From being soap for the stars, Lux has recently started positioning itself in such a way that the ordinary woman can relate to the brand.Points of differentiation:-Maximum moisturizing content. As the add campaign of dove says that use it on half of your face and see the difference.-Consumers perceive high prices as an indicator of quality. -Dove products are priced at a premium. -High levels of perceived qualities with price just high enough not to be out of customers.-A combination of moisturizer and softness so as to satisfy the particular need which was earlier not met.-Focused on women (non-models) beautiful in their own way.-Based on global study on perceptions and attitudes of women with regard to personal beauty and well-being. -Point of differentiation-moisturizer and pH =O and also met consumer needs.-Strong personal, emotional connection between brand and consumers.