Marketing Mix of Unilever Soaps Essay

UnileverUnilever is ace of the worlds leading suppliers of fast- moving consumer goods. We aim to provide people the world over with crossroads that argon good for them and good for some another(prenominal)(a)s. reverieUnilevers Corporate Purpose* Deep roots in local cultures and market places around the world gives Unilever a strong relationship with consumers and atomic number 18 the foundation for futurity growth. They hope to bring their wealth of knowledge and international expertise to the service of local consumers a truly multi-local multinational. * Unilever believes that long-term success requires a total load to exceptional standards of performance and harvestivity, to working together effectively, and to a willingness to embrace new ideas and learn continuously. * To succeed in any case requires, Unilever believes, the high gearest standards of corporate behavior towards every champion they work with, the communities they touch, and the environment on which they father an impact. This is Unilevers road to sustainable, profitable growth, creating long-term value for shareholders, our people, and our harvest-homeion line partners.Unilevers Growth PrioritiesAm firearmion To win share and grow volume in every category and country.* Winning with brands & Innovation* Winning with people* Winning in the marketplace* Winning through continuous progressionConsumer Product tradeBy and large in the consumer product markets that prevail all over, products are defined in terms of the buying behavior of shoppers. Fol execrableing three are the major categories defined* Convenience goods* Shopping goods* Specialty goodsConvenience goods, usually the edible food items, are known to be purchased often, right away, and with little comparison or effort. On the other hand shopping goods involve product comparisons on such bases as flavour, price, style and suitability like for example if you go start to purchase a television set, youll definitel y take into account whether you wishing an LCD or an LED or even Plasma maybe other than this you would be making a mental analysis in your head as to whether your last reviews about a particular brand say Samsung or Song or LG was good or bad and likewise you would be narrowing down your list of choice.Lastly specialty goods possess unique attributes for which a significant group of buyers is willing to make a special effort an example maybe of Mercedes or any sports car or any high life item for that matter. These shopping characteristics, in turn, determine marketing mix emphasis for each product type. For example, in our case of the chosen product category liquid ecstasy which comes underneath the head of convenience good the often impulsive nature of purchases puts stress on the place element to make sure these products are astray available and highly visible.1. ProductProduct A product is more than some involvement with physical characteristics. In a very narrow sense a pr oduct is set of tangible physical assembled in an identifiable form. From the perspective of a marketing manager a new product can be anything focussing believes to be new, usually categorized as a major innovation, a minor innovation, or a modification.Major Innovation this entails any new product that the company develops & introduces having no prior existence in the market by any company Minor Innovation this entails a product which the company antecedently did not make but others in the market did. Modification is an adjustment in the tangible features that may include color, routaging, size product improvements etc. any facts and figures considered mostly when new products find their way on shelves is through modifications.Unilevers ProductsUnilevers products image building features includesColor For the sake of variety they have exuberant colored products. Like lux, fall, Lifebuoy are available in different colourise. Quality Unilever maintains the high standards of q uality of its products for the entire target market, which creates a strong image in the consumers mind. Warranty It is the policy of the company that it replaces the products damaged due to manufacturing or quality fault whenever claimed.2.1. sixtyIn 1954 local production of this remarkable flourishing toilet slime began. lux happens to be the largest Unilever brand globally, with its glamorous association with film stars providing a common link across the world. History of Lux Lux guck was counterbalance launched in the UK in 1899. The name lx was chosen as the Latin word for light. Lux was introduced as bathroom soap in the US in 1925 and in the UK in 1928 as a brand extension of LUX soap flakes. Formula given by look and Development departments in foreign countries LUX is produced in Pakistan from imported raw materials. Sodium soap, glycerol and different extracts according to flavors, coming from Unilever plants. Almond Oil An polished skin softener and moisturizer. Al mond oil is great for all skin types but especially beneficial for dry or irritated skin. drinking chocolate Butter Cocoa Butter is absorbed quickly into the skin to soften, lubricated, moisten and nutrients the skin. Works great to prevent and treat scars, stretch marks, and damage skin. Colorants Unilever uses a combination of micas, oxides, spices, and clays to achieve colors in their products. Distilled Water Unilever always uses distilled water for safety and purity. Fragrance Oil Fragrance oils are added in runty enough quantities to not be an spine for most people. Yet, they add enough to give a light scent which, in your favorite fragrance, you will have a hard time resisting the jazz up to sniffyour hand (again and again). Glycerin Glycerin draws moisture to the skin keeping it soft. Sodium hydroxides This is the chemical used to make soap. Without this chemical, thither is no soap, period. It causes a chemical reaction called specifications. Once specification is comple te, the finished product is soap and there is no lye in the finished product.Monodie Tahiti A moisturizing and naturally fragrant oil, which quickly penetrates the skin acting as a natural streakrier helping prevent dehydration (and wrinkles) of the skin. It is a wonderfully, naturally scented oil excellent for all skin types. Olive Oil Moisturizing oil used in soaps Castile soaps are commandly 100% olive oil. It softens skin while attracting moisture to your skin. Its a mild soap which keeps your skin soft, supple and younger looking. Vitamin E A natural skin antioxidant, promoting healthy tissueColorLUX is offered in Pakistan in five different flavors which areLUX Peach & CreamLUX Strawberry & CreamLUX Purple Lotus & CreamLUX cobalt ultramarine SparkleLUX Nature PureSizesLUX in three different sizes, 80gm, 115gm and 155gm.With five different fragrances, three different sizes, international standard and high quality design, as a product, LUX has been highly successful over the years. Target MarketUrban and suburbanUpper class people spunk class peopleFinancially good-off who can afford to buy LUX.2.2. LIFEBUOYThe brand has long legendary status in the country. Lifebuoy aims to provide affordable and well-disposed hygiene solutions that enable people to lead alife slack from hygiene related worries, everywhere, regardless of the boundaries of nationality, religion and socio-economic status.History of LifebuoyLifebuoy is maven of Unilevers oldest brands. Lifebuoy majestic Disinfectant Soap was launched in 1894 as an affordable new product in the UK, to support people in their mission for better personal hygiene. soon after launch, Lifebuoy soap travelled across the world, reaching countries such as Pakistan, where even today it is still the market-leading brand.Lifebuoy on a MissionAccording to the founding Health Organization, diarrhea is the single largest cause of death, killing 2.2 cardinal people every year. In Pakistan, a large number of chil dren are also affect by this fatal disease every year. Its been estimated that if every wizard washed their give properly at key times during the day, up to half of all childhood deaths from diarrhea could be avoided. Health and Hygiene education is the core Lifebuoys plans.The Way ForwardFor the past few years, major changes have been made to the clean Lifebuoy soap bar to ensure that it provides improved hygiene protection and a more enjoyable healthy washing experience for its billions of consumers. Lifebuoy soaps chaste hard red brick watch has been replaced with a new signature Lifebuoy shape. The new shape makes the bar easier to enchant and use Lifebuoy soaps characteristic medicated, carbolic touch sensation has been replaced with a more enjoyable and contemporary health fragrance FRAGRANCEThese four variants help you protect your family from the 10 infection causing germs and stay one step ahead of them. Lifebuoy Nature A soap bar color is Green color. Green is the color of nature and life. Green symbolizes secure, natural relaxed, self-respect and well cosmos. Its anti-acne with neem and lemon. Lifebuoy Total PROTECT Bar Soap Its in Red color. It is warmest of all color. Red is the color most chosen by extroverts. Active kids need unbeatable, long-lasting protection from germs. Lifebuoy Total protect Bar Soap is lab-proven to keep your family protectedfrom 10 infection causing germs. Lifebuoy Care pack is of Blue color in which soap bar color is dingy. It commands respect and authority. Lifebuoy cool freshPRODUCT Product involved some elements which are Variety, Quality, shape & Brand Name. Quality Lifebuoys quality is very popular among the people. Lifebuoy has continued to change as per consumer need. Since the soap has undergone numerous product quality improvements to offer exceed hygiene results. Shape Lifebuoy soaps classic hard red brick shape has been replaced with a new signature Lifebuoy shape. The new shape makes the bar easier to grip and to use.Target MarketAll households who can afford buying soapChildren2.3. diveIn a world of hype and stereotypes, the Dove brand provides a refreshing alternative for women who recognize that beauty isnt simply about how you look. The Dove brands mission is to make more women feel bonny every day by widening the definition of beauty and inspiring them to take great care of them.History of DoveUnilever acquired a French perceptible for a radically new product a personal cleansing bar that was not soap. Rather, this new bar contained a pH-neutral cleanser and a moisturizing component. Dove Bar was born and launched in the US in 1957. It promised women that it wouldnt dry their face the way that soap did. Women tried it. And it didnt. Thus began a very believe relationship between Dove and its users. Shape The shape of the bar is a perfect shape to fit into the palm of your hand. Its oval and curved, like the clog of a spoon, and is a nice fat bar of soap, not a teeny little slim bar. On both commodious sides of the soap is the Dove title and logo of the bird, just like on the box.Dove Bar membersStearic AcidUses use as a hardener in soap. According to DCI, it also gives liquid soap a pearly appearance. nearly This Ingredient According to DCI and Cosmetics Info it safe by the FDA and CIR (Cosmetic Ingredient Review) expert panel. Stearic acid is a constituent in some veg oils.Sodium TallowateUses Used for cleansing. more or less This Ingredient Sodium tallowate is a salt of Tallow (according to Cosmetic Cops mental lexicon of Cosmetic Ingredients it is a substance extracted from the fatty deposits of animals, especially from suet (the fat of cattle and sheep). It clogs pores, cause blackheads, and increase the incidence of eczema for individuals with sensitive skin.Sodium laurelitateUses Used for cleansing and creating lather.About This Ingredient Sodium Palmitate is a salt of Palmitic Acid (according to Cosmetic Cops Dictionary of Cosmetic Ingredients. Palmitic Acid can be drying to the skin).This ingredient cleanses your skin, topper for oily skins.Lauric AcidUses According to Cosmetic Info it is a surfactant and cleansing agent. About This Ingredient Lauric Acid occurs naturally in some vegetable oils like palm oil.WaterUses Typically used in soap as a root for dissipation the oxidizer. About This Ingredient A solvent is always needed to dissolve the oxidizer. It can be water, milk, or any other liquid containing water. Water is used as a means of dissolving the oxidizer (the thing that combines with the oils to make soap).Sodium StearateUses The Stearate salts are generally used for their lubricating properties. They also help to keep emulsions from separating into their oil and liquid components, according to Cosmetic Info. About This Ingredient According to DCI, this ingredient is about 98% Stearic Acid.Cocamidopropyl BetaineUses Used as a surfactant, according to Cosmetic Info.About This Ingredient This is ge nerally regarded as one of the more gentle surfactants.This ingredient cleanses your skin. Sodium CocoateUses Used as a surfactant.About This Ingredient This is a gentle surfactant.This ingredient cleanses your skin.Sodium Palm KernelateUses Used as a surfactant.About This Ingredient This is a gentle surfactant.This ingredient cleanses your skin.Sodium ChlorideUses Used as a thickening agent.About This Ingredient Sodium Chloride is the comparable as ordinary table salt.Tetrasodium EDTAUses Used as a preservative and chelating agent.About This Ingredient No known toxicity to the skin.Tetrasodium EtidronateUses Used as a preservative and chelating agent (DCI lists this as a synonym for Tetrasodium EDTA.About This Ingredient No known toxicity to the skin.MaltolUses Used as a flavoring agent.About This Ingredient It occurs naturally in some types of plants. It does have a fragrance. It used as a fragrance.Titanium DioxideUses Used as a innocencening agent.About This Ingredient Titaniu m Dioxide is thought to have no negative side effects when used externally.PACKAGING DOVEDove soap comes in little cardboard box. The box is 8.5 cm long, 3.3 cm wide and 6 cm high. The color of the box is the typical Dove colors of the blue Dove on a white background with the little childlike gold outline of a dove over the Dove title. Beneath the lyric Dove Cream Bar is the other familiar picture of a little gold droplet causing some ripples with the fraction 1/4 in it. This is to show that the Dove products wit with this symbol are a quarter moisturizer them. The front and back of the box both have the main title and moisturizer bit on them. The remaining 4 sides are covered with lots of blurb. This includes ingredients, barcode, and bar. Dove is available in 75g pack & 135g pack.2. PLACEMENT/DISTRIBUTIONDire solicitude needs to be devoted to the question of place especially as to where to make available the product and in terms of how to get that product there otherwise suc cessful product decisions that have been taken will be lost. No doubt these decisions are to a very large extent influenced by the type of product that is marketed and the environment in which it is marketed, the company policies & resources and not to forget consumer needs the ultimate buyer. These place decisions then pave way for pricing & packaging decisions to be undertaken. At the basic level, the first thing that the marketing managers need to identify is whether or not to use intermediaries and if the answer to the question is yes then pass on decisions need to be taken in regards of type & organization of them i.e. strongsalers or retailers. Distribution channels once established are often hard & high-priced to change.3.4. LUXUnilever Pakistan Ltd. has a massive diffusion channel for LUX all over the country as its sales reach more than 10 billion pieces a year as per the recent increase in demand for all of its products that were originally targeted towards urban a nd suburban middle & upper middleclass. Warehouses = 6/ one in each division.The company does not use its own fleet of transport for distributing its product therefore, it has outsourced its distribution process to various third party distributors, merely dedicated to Unilever Pakistan Ltd. These distributors then supply the product all over Pakistan to a huge number of retailers.3.5. LifebuoyThe strategy that Lifebuoy follows is like that in every small or big shop customer will be able to find out the product. Its distribution network fillly covers about 50,000villages, reaching about 250 million consumers. It basically targets Rural, semi-urban and urban people. Rural 72% of Pakistans population is in the agricultural areas hence about 50% of the soaps are sold in the rural markets. Lifebuoys variants like Lifebuoy care,Lifebuoy total, lifebuoy active are specially positioned for the rural market. Semi-urban For the semi-urban segment, Lifebuoy nature & Lifebuoy fresh is posit ioned. Urban All varieties are found here.3.6. DOVEIt uses one distribution channel to provide its various products to retailers. Placement and distribution of DOVE is more popular in Metropolitan cities although demand is rising now. The general trade comprises food market stores, chemists, intactsale, and general stores.3. PRICING STRATEGIESOne of the main components of marketing mix is Price or pricing strategy incorporated by a company for a particular product. Unilevers pricing strategy for its soap items is quite conventional based on the country (Pakistan) it is operating in. as explained in detail in the product, place and furtheranceal parts of this report, the market is segmented into different categories based on purchasing capacity. Thus different items in category of soaps cater to the demands and needs of a particular targeted segment. The current prices for different SKUs of Lux, Lifebuoy and dove are as follows LUXLUX luxury bar 155g Rs. 50LUX 115g Rs. 40LUX 80g R s. 28LifebuoyLifebuoy Jumbo Pack 155g Rs. 38Lifebuoy 115g Rs. 32Lifebuoy 75g Rs.24DoveDove white beauty bar 75g Rs. 55Dove beauty plectron bar 135g Rs.854.7. LUXLux is a soap associated with beauty more or less. The target market is middle, lower middle and upper middle class. This constitutes another big chunk of population. The prices suggest the Lux is neither too cheap norexcessively expensive. The impression that Lux gives is of a soap that is of better quality and appeals to the female populations in general. The strategy is neither skimming nor penetrative its a hybrid of both as it is for any product which lies in between high and low end of product prices. Lux is a well known brand with high awareness among consumers. The value-based-pricing approach is the most suitable tag for Luxs pricing and persona in the market.4.8. LifebuoyAs clear from the price listings above, lifebuoy is a low-end soap of Unilever. The main focus has been to target the lesser-earning and rural po pulation of the country. Given that huge chunk of the population falls in the low earning category, this is a big target market that needs addressing. This segment of population is very elastic in terms of demand, so a cheaper soap like Lifebuoy has high demand. Lifebuoy, for its economic price, is also used as the domain toiletry item in public toilets and schools or collages or hospitals.Unilevers strategy for Lifebuoy is penetrative in nature. As the aim is quantity maximization through lower prices. Its logical as quantity demanded will increase if the prices are kept lower for the targeted market segment. The pricing quarry is to maximize quantity. As number of units sold increase, the cost of producing will drop automatically. So it can be said the Lifebuoy is produced with cost-plus pricing method.4.9. DOVEDove is a prestigious brand of Unilever. Quality is the focus and target market is the upper middle and upper class of the society. Doves pricing suggests soap not intend ed for the economic buyer but for customers who believe in high quality as compared to quantity. The packing, the look the fragrance all give the indication of a quality product. The strategists believe in quality leadership as the core objective for pricing of Dove. high price gives an indication to the customer that this is the best product to have been offered in the soap category by the company. The objective is also profit margin maximization through skimmed pricing that is Unilever aims to focus on the cream of the customers who are not price sensitive and are willing to pay higher to get better quality.4. PROMOTIONEven when you have come up with the right kind of product with the required quality attributes at the right price and through the correct distribution channels have placed it at the right spot there is still one thing that remains how will your intended customer know that you exist? Its the same like if you come up with a brilliant business idea altogether and you c ook up its whole feasibility without really reaping anything out of it unless you spread the word and someone out there suddenly feels the same vibes that yes this will work and you may as a result perhaps find investment that you needed. So the element that essentially is required is progress and it makes a significant part of a companys marketing mix. furtherance therefore caters to the need identified of informing people about your product in general and that it presents a better solution to whatever perceived problem or crave that they might have.Now this task has over the decades call on extremely tedious for marketing managers since every day we are bombarded with different companies trying to sell their products through various modes of promotion may it be direct like selling or indirect like advertisement, publicity or sales promotion. Now it is the job of the manager at hand to identify how to be the one who stands out the one to whom you would actually listen to and ab sorb rather than just letting it slip from one ear to the next this task requires topmost efforts & painstaking brainstorming and idea generation & not to mention some creative efforts on the part of the marketing team on the whole. A simple example to note the efficacy of such measures is if youd contrast the advertisement of perhaps Surf Excel and say Nirma on most grounds we have reason to bet our money on surf excel that it has better chances of retaining in the minds of customers when they go for a purchase.Each detail no matter how flash matters in case of television advertisements, which channel you are going to use for airing your technical the reach which season like if you are Qarshi youd want your commercial to air more in summers and maybe in the holy month of Ramazan as well, which time slot i.e. morning, afternoon, evening, night whether you want your commercial to tally first during the ad break or you want it in-between the frequency everything matters. Same goe s for print media including newsprints and magazines, radio etc. Print media in terms of which newspaper or magazine? Which page? How many words? Bottom of the page or top of the page? Or maybe youd want the whole page to yourself.Radio in terms of which frequency to air through, at what time?How many times? And so forth billboards & hoardings are the same story. Promotion can be seen in respect of communication. The company tends to be the sender the mode of communication can be termed as the channel and the audience of persist is the ultimate consumer the underlying assumption is to get the message across. Since communication requires effort, expense, and time, most messages are sent with the expectation that they will generate a feedback and obviously the expectance is skew towards the positivity whereby which the company would experience a rise in sales share & profits therefore deciding on the promotional budget & promotion mix is imperative.Unilever PromotionFor promotion we have evaluated the indirect measures that include advertisement, sales promotion & publicity. The following outlines the key traits of each * The aim of advertising is to inform to conduct & to remind. * Sales promotions is usually to retailer where they are encouraged to carry higher inventory levels and stocking of related items build brand loyalty and of course the idea is to graduation competitors promotions. Sales promotions can also be targeted to customers so as to increase their current purchases or to divert customers for competitors to ones own brand. * Publicity entails being newsworthy and believable and it includes events such as anniversary celebrations & sponsorships.5.10. LUXLUX is positioned to be beauty soap entailed to bringing out the star in you. Since childhood, I along with my group members remember LUX being advertised on television screens with female models, may it be from TV or film assiduity the underlying concept had always been of beauty and over th e years it has sticked to that philosophy by introducing new product variants in terms of fragrance, color use of milk proteins, rose extract and what not. LUX has used female models time and again in its commercial each time it brought a new product improvement in terms of fruit extracts, skin moisturizing minerals etc. Some of the models that were prominent include Reema featuring a new white LUX with double moisturizing Iraj Manzoor withthe green LUX having sea minerals. In both of these ads the message was of LUX not being just soap but a total skin care brass as you may remember by the lines sirf soap nae, mukaamal skincare.And then there were commercials that featured Iman Ali tag line mujh mai star jagaaye Reema with silk protein extracts sonya jahan with new lux white commercial khoobsorate ka raaz ab app kai pass. And of course Katrina Kaif with purple lotus and the tagline was to moisturize your skin with beauty oils. For its 50th anniversary(Publicity), LUX featured top models headed by Barbara Sharif in its commercial whereby which the tag was salha saal se chala aa raha hai, LUX aur khoobsorate ka safar ab app manain hamaray sath LUX kai sath khubsoorte kai 50 saal kyunkai hum laye hain khas app kai liya LUX special rendering Special edition mai dhundain 50 yrs coupon and jeetya saal bhar kai liya free lux So in short the ravel introduced a special edition LUX bar which had a coupon that would entail you to free LUX supply for the whole year talk about big but I guess being a multinational company you have that supplement to do so.As a promotional campaign (Publicity), LUX also introduced LUX style awards for the first time in 2002 which was no doubt the first of its kind in our country. And at one stance which we believe is memorable to promote this LUX came up with a special Black limited edition and the commercial was aired by the name of vision factory directed by Asim Raza who evidently did an excellent job at shooting the whole thin g the main leads were Iman Ali & Shaan and the commercial picked pace with the intimidating lines wakt aa gaya hai app se milnay ka humain join kerain at the lux style awards and subsequently the invitation process was the LUX special edition negligee to be sent to such and such address. LUX also featured in its ads who will be the next LUX girl? Sms and win enkindle prizes.Recent promotional activities(Sales promotion) include the LUX gold coin scheme and for that particular reason they came up with a new commercial featuring Humaima Malik, the now extremely popular Mahira Khan, Reema & ofcourse Meera. The commercial opens with the lines lux kai ander chupee hain app ki kismet 4 beauties nai bajhe hain special wishes lux bars mai hazar sonay kai sikay khas app kai liya so this is where the four television models have been incorporated into the whole scheme. For publicity LUX also featured Ali Zafar who sang the song dakha jo teri ankhun mai & the video had AminaHaq, Meera & R eema as playing the supporting roles alongside him.5.11. LifebuoyLifebuoy is a brand with a loaded history infact even now lifebuoy brings with it the nostalgic feeling of school days where one used to find red colored bars in washrooms & other rest rooms across the country. Although it wasnt a particular brand of soap which had a great fragrance to its name still the positioning had been so strong that the memory of it remains evident in the minds of people on the whole. Today however, Lifebuoy has come a long way from being targeted to perhaps the unfortunate labor class (lowest income class) to middle income bracket consumers thereby changing its earlier positioned strategy to a hygienic soap whereby which families can protect themselves from multiple ailments. sign commercial that we as a group recall is that of a football ground in which the kid falls and later the close was on Lifebuoy hai jahan, tandrustee hai wahan Lifebuoy. later on that its noticeable that Lifebuoy und ertook some drastic changes in its commercials uplifting the image that it had built for so long to where now we see it as being positioned as advance lifebuoy that is supposedly catering to 10 infection causing bacteria punch line advance jaraseemadvance hifazat.10 infections walay jaraseem se bachayegaaik hifazatcareLifebuoy. Previously there had been commercials that featured Lifebouy as more powerful than ordinary soap in terms that it gave you better protection even hours after you bathed furthermore active 4 was there with a blue variant incorporating healthy ho ga Pakistan. Then of course there had been the Germbusters Lifebuoy koe dar nahe- a 5 to 6 minute graphical showing children & germs fighting against each other singers were Ali Azmat of Junoon & Ahmed Butt of EP which was later incorporated into a short film by asad ul haq lifebuoy khud badlo apni dunya campaign koe dar nahee.Most recent campaign includes Lifebuoy total care Healthy ho ga Pakistan Panch ka pahara with Wasim Akram. In this with the partnership of Wasim Akram & IT, Lifebuoy has launched its school programme in Pakistan to embed the habit of hand washing at 5 key occasions of the day in an effort to build a healthy Pakistan and they have reported figures as high as railway yard schools in 2010 with a student strength of 250,000. Lifebuoy on the independence day of Pakistan as a publicity drivecame up with Haroons video of the very illustrious patriotic song Dil Se on the grounds of bari quom, bari hifazat Lifebuoy5.12. DoveWhere LUX has by and large used female models in its advertisements to promote the concept on beauty Dove which was launched as a mild soap goes on to portray a different meaning to the word beauty. It widens the meaning of beauty big(a) women a reason to take greater care of themselves one of its advertisements had emphasized since when did our definition of beauty became so distorted and beauty is in each one of us, thats why women trust their skin to Dove.Its exquisite logo of dove symbolizes purity & softness and the packaging, product, colors variations all compliment this fact and the general feel of the product for women specifically becomes nothing short of being pampered. Over the years, it has stayed true to its tag-line one quarter moisturizing cream to one quarter cleansing cream in its advertisement. In contrast to Lifebuoy & LUX, Dove is the least promoted brand and we believe there is room to work for better market appeal towards it.Some other Remarks regarding Sales PromotionThe shop that was visited eds in Defence the manager there told that as an incentive overall Unilever in its sales promotion hands over Rs.250, 000/month to them now imagine this is only one shop that we are talking about Consider how many corner or small departmental stores are there in Defence, and then not to mention the bigger ones like Alfatah, Pot Pourri etc and then we should not forget that there are other areas in Lahore and to top i t all Unilever is a brand present across cities so all in all what can be think is that Unilever on the whole for its products spends huge sum of money so as to ensure that their products are available, they occupy a better display and they are inside reach of consumers.