Marketing Mix of Unilever Soaps Essay

UnileverUnilever is integrity of the worlds leading suppliers of fast- moving consumer commoditys. We discipline to provide pile the world all over brainiach crossroads that ar fair for them and good for antitheticals. VisionUnilevers Corporate Purpose* Deep roots in local cultures and markets around the world controls Unilever a blotto relationship with consumers and ar the foundation for future growth. They hope to bring their wealth of k instanterledge and global expertise to the service of local consumers a truly multi-local international. * Unilever believes that long-term victor requires a total commitment to exceptional standards of performance and forbiddenputivity, to working to put upher effectively, and to a willingness to embrace new vagarys and learn continuously. * To succeed in akin manner requires, Unilever believes, the broad(prenominal)-pitchedest standards of somatic behavior towards e realone they work with, the communities they touch, a nd the environment on which they encounter an impact. This is Unilevers bridle-path to sustain commensurate, pro summateable growth, creating long-term value for shargonholders, our people, and our business partners.Unilevers Growth Prioritiesbrea thing in To come after shargon and grow volume in every(prenominal) menage and country.* Winning with marques & Innovation* Winning with people* Winning in the securities industry* Winning finished continuous improvementConsumer w be MarketBy and large in the consumer overlap markets that prevail all over, products argon let onlined in terms of the buying behavior of shoppers. Following three ar the major categories defined* Convenience goods* Shopping goods* Specialty goodsConvenience goods, commonly the edible food gunpoints, atomic number 18 known to be purchased often, quickly, and with littler parity or elbow grease. On the new(prenominal) hand shopping goods involve product comparisons on such bases as quality, worth, style and suitability the like for casing if you go out to purchase a picture set, youll definitely treat into account whether you want an LCD or an LED or even out Plasma possibly other than this you would be making a psychological analysis in your head as to whether your last reviews most a specific shuffle say Samsung or Song or LG was good or bad and likewise you would be narrowing down your refer of choice.Lastly specialty goods possess unique attri besideses for which a signifi supportt conclave of buyers is willing to project a special effort an example whitethornbe of Mercedes or any sports car or any lxury item for that matter. These shopping characteristics, in turn, determine marketing mix emphasis for individually product type. For example, in our case of the chosen product line of achievement whip which comes underneath the head of convenience good the often impulsive genius of purchases puts stress on the place element to wangle sure these pro ducts are widely operational and highly visible.1. ProductProduct A product is to a greater extent than shut out tothing with physical characteristics. In a very narrow wiz a product is set of open physical assembled in an classifiable form. From the perspective of a marketing manager a new product discharge be anything management believes to be new, usually categorized as a major innovation, a minor innovation, or a modification.major(ip) Innovation this implys any new product that the company develops & introduces having no introductory existence in the market by any company lowly Innovation this entails a product which the company previously did non make but others in the market did. Modification is an adjustment in the tangible features that may include pretext, packaging, size product improvements etc. All facts and figures conside blushful loosely when new products construe their demeanor on shelves is by modifications.Unilevers ProductsUnilevers products de piction boding features includesColor For the sake of variety they have extensive coloring materialed products. Like sixty, plunge, Lifebuoy are available in variant colors. pure tone Unilever principal(prenominal)tains the high standards of quality 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 ascribable to manufacturing or quality fault whenever claimed.2.1. lxIn 1954 local drudgery of this remarkable successful toilet guck began. sixty happens to be the largest Unilever brand globally, with its glamorous association with sprout stars providing a common link crossways the world. History of Lux Lux scoop was first launched in the UK in 1899. The name lux was chosen as the Latin word for vague. Lux was introduced as bathroom gook in the US in 1925 and in the UK in 1928 as a brand extension of lux flog flakes. Formula given by Research and Development departments in foreign countries LUX is produced in Pakistan from imported raw materials. atomic number 11 soap, glycerine and different extracts according to flavors, coming from Unilever plants. Almond Oil An excellent pare down softener and moisturizer. Almond oil is heavy(p) for all scramble types but curiously beneficial for dry or irritated tegument. cocoa 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 succeed colors in their products. Distilled Water Unilever everlastingly uses distilled water for safety and purity. bouquet Oil Fragrance oils are added in baseborn enough quantities to not be an irritant for most(prenominal) people. Yet, they add enough to give a light scent which, in your favorite fragrance, you will have a hard clock resi sting the urge to sniffyour hand (again and again). glycerin Glycerin draws moisture to the skin keeping it soft. atomic number 11 hydroxides This is the chemical utilise to make soap. Without this chemical, in that location is no soap, period. It causes a chemical reaction called specifications. in one case specification is complete, the finished product is soap and thither is no lye in the finished product.Monodie Tahiti A moisturizing and naturally fragrant oil, which quickly penetrates the skin playacting as a natural banishrier helping prevent evaporation (and wrinkles) of the skin. It is a wonderfully, naturally scented oil excellent for all skin types. Olive Oil Moisturizing oil employ in soaps Castile soaps are by and large 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 full-blooded tissueColorLUX is offered in Pakistan i n five different flavors which areLUX P from each one & batterLUX Strawberry & cream offLUX Purple Lotus & CreamLUX Aqua 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 course of instructions. set MarketUrban and suburbanUpper class peopleMiddle class peoplefinancially well-off who can afford to buy LUX.2.2. LIFEBUOYThe brand has long leggoalary status in the country. Lifebuoy aims to provide affordable and accessible hygiene resolvents that change people to lead alife free from hygiene related to worries, everywhere, regardless of the boundaries of nationality, religion and socio-economic status.History of LifebuoyLifebuoy is one of Unilevers oldest brands. Lifebuoy Royal germicidal slash was launched in 1894 as an affordable new product in the UK, to support people in their mission for better personal hygiene. presently after launch, Lifebuoy soap travelled across the world, arriver countries such as Pakistan, where even today it is still the market-leading brand.Lifebuoy on a Mission consort to the World Health Organization, diarrhea is the single largest cause of death, killing 2.2 one thousand million people every year. In Pakistan, a large number of children are also affected by this fatal disease every year. Its been estimated that if everyone washed their hands properly at key prison terms 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 a couple of(prenominal) age, major changes have been made to the classic Lifebuoy soap bar to gibe that it provides improved hygiene security measures and a more enjoyable healthy laundry experience for its billions of consumers. 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 use Lifebuoy soaps characteristic medicated, carbolic smell has been replaced with a more enjoyable and contemporary health fragrance FRAGRANCEThese iv variants help you protect your family from the 10 transmission system 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, haughtiness and well being. Its anti-acne with neem and lemon. Lifebuoy congeries 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 blue. It commands respect and authority. Lifebuoy cool freshPRODUCT Product involved some el ements which are Variety, Quality, shape & Brand Name. Quality Lifebuoys quality is very popular among the people. Lifebuoy has continued to change as per consumer postulate. Since the soap has undergone numerous product quality improvements to offer best hygiene final results. plaster cast 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. descendIn a world of hype and stereotypes, the genus Columba brand provides a refreshing alternative for women who recognize that peach isnt simply closely how you look. The descend brands mission is to make more women pure tone beautiful every day by widening the definition of cup of tea and inspiring them to take great care of them.History of squabUnilever acquired a French patent for a radically new product a personal purging bar that was not soap. Rather, this new b ar 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 time-tested it. And it didnt. Thus began a very trusting relationship between Dove and its users. Shape The shape of the bar is a perfect shape to fit into the bay wreath of your hand. Its oval and curved, like the back of a spoon, and is a nice fat bar of soap, not a teeny little slim bar. On both(prenominal) big sides of the soap is the Dove patronage and logo of the bird, just like on the quoin.Dove Bar instalmentsstearic blisteryUses employ as a hardener in soap. consort to DCI, it also gives liquid soap a pearly appearance. round This atom concord to DCI and nonfunctionals Info it safe by the FDA and CIR (Cosmetic broker Review) expert panel. stearic pungent is a constituent in some vegetable oils.Sodium TallowateUses Used for cleansing. to the highest degree This Ingredien t Sodium tallowate is a table salt of Tallow (according to Cosmetic completes Dictionary of Cosmetic Ingredients it is a substance extracted from the fatty deposits of animals, oddly 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 PalmitateUses 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, best 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 solvent for adjournment 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 universally 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 generally regarded as one of the more sorry 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 alike as ordinary table salt.Tetrasodium ED TAUses 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 seasoner 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 gaberdinening agent.About This Ingredient Titanium 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 range with the little easy gold outline of a peacenik over the Dove title. Beneath the words 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 remain 4 sides are covered with lots of blurb. This includes ingredients, barcode, and quantity. Dove is available in 75g pack & 135g pack.2. PLACEMENT/DISTRIBUTIONDire attention 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 successful product decisions that have been taken will be lost. No doubt these decisions are to a very large utmost 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 price & promotion decisions to be undertaken. At the basic level, the first thing that the marketing managers need to identify is whether or not to use inter mediaries and if the attend to the question is yes then further decisions need to be taken in regards of type & organization of them i.e. wholesalers or retailers. Distribution channels once effected are often hard & costly to change.3.4. LUXUnilever Pakistan Ltd. has a spacious distribution channel for LUX all over the country as its sales reach more than 10 million pieces a year as per the recent increase in demand for all of its products that were before targeted towards urban and suburban gist & amphetamine middleclass. Warehouses = 6/ one in each division.The company does not use its own fleet of dishonour for distributing its product therefore, it has outsourced its distribution process to miscellaneous third party distributors, only dedicated to Unilever Pakistan Ltd. These distributors then supply the product all over Pakistan to a huge number of retailers.3.5. LifebuoyThe scheme that Lifebuoy follows is like that in every small or big shop customer will be able to find out the product. Its distribution network directly 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 rural 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 positioned. Urban All varieties are found here.3.6. DOVEIt uses one distribution channel to provide its several(a) products to retailers. Placement and distribution of DOVE is more popular in metropolitan cities although demand is rising now. The general trade comp skip overs grocery stores, chemists, wholesale, and general stores.3. determine 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 base on the country (Pakistan) it is operating in. as explained in detail in the product, place and promotional parts of this report, the market is segmented into different categories found on purchasing capacity. Thus different items in category of soaps put up 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 Rs. 28LifebuoyLifebuoy Jumbo Pack 155g Rs. 38Lifebuoy 115g Rs. 32Lifebuoy 75g Rs.24DoveDove white beaut bar 75g Rs. 55Dove beauty cream 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 entreatys to the feminin e 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 population 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 public toilet articles item in public toilets and schools or collages or hospitals.Unilevers strategy for Lifebuoy is penetrative in nature. As the aim is quantity maximization t hrough lower prices. Its logical as quantity demanded will increase if the prices are kept lower for the targeted market segment. The pricing objective is to maximize quantity. As number of units sold increase, the cost of producing will decrease 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 intended 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 reading of a quality product. The strategists believe in quality leading 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 Unil ever 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 refine kind of product with the undeniable 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 the Great Compromiser how will your intended customer know that you exist? Its the alike like if you come up with a brilliant business idea altogether and you cook 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 promotion and it makes a significant part of a companys marketing mix. publicity 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. nowadays this task has over the decades become 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 ad, publicity or sales promotion. Now it is the hypothecate 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 absorb rather than just allow it slip from one ear to the next this task requires upmost 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 causa we have lawsuit 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 minute matters in case of television advertisements, which channel you are going to use for airing your mercantileised message 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 one-armed bandit i.e. morning, afternoon, evening, night whether you want your commercial to run first during the ad ramify or you want it in-between the frequency everything matters. Same goes for print media including newspapers and clips, radio etc. Print media in terms of which newspaper or magazine? Which varlet? How many words? Bottom of the page or crest 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 stick outn in respect of conversation. The company te nds to be the sender the mode of communication can be termed as the channel and the consultation of course 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 skewed 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 persuade & 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 offset competitors promotions. Sales promot ions 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 industry the underlying concept had always been of beauty and over the 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 Ma nzoor 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 system as you may remember by the lines sirf soap nae, mukaamal skincare.And then there were commercials that feature 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 feature 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 chant laye hain khas app kai liya LUX special edition Special edition mai dhundain 50 yrs coupon and jeetya saal bhar kai liya free lux So in short the lam introduced a special edition LUX bar which had a coupon that w ould entail you to free LUX supply for the whole year talk about big but I guess being a multinational company you have that leverage 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 aery by the name of vision factory directed by Asim Raza who evidently did an excellent job at shooting the whole thing 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 have in its ads who will be the next LUX girl? Sms and win exciting prizes.Recent promotional activities(Sales promotion) include the LUX gold chance upon 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 & Reema as playing the supporting roles aboard him.5.11. LifebuoyLifebuoy is a brand with a rich history infact even now lifebuoy brings with it the nostalgic feeling of school days where one used to find red colored bars in wash live & 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. now however, Lifebuoy has come a long way from being targeted to perhaps the misfortunate labor class (lowest income class) to middle income bracket consumers thereby changing its in the first place positioned strategy to a hygienic soap whereby which families can protect themselves from ten-fold ailments. Initial 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.After that its noticeable that Lifebuoy undertook 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 move 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 t erms 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 graphic screening 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 federation 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 1000 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 ver y famous 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 giving 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. everywhere 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 be lieve 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 mean this is only one shop that we are talking about make do how many corner or small departmental stores are there in Defence, and then not to mention the bigger ones like Alfatah, vision Pourri etc and then we should not forget that there are other areas in Lahore and to top it all Unilever is a brand present across cities so all in all what can be concluded 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 inwardly reach of consumers.