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Unilever

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Submitted By MUHAMMADZOHAIB
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Strengths –
1. Lux possesses a very strong network of market research. Door to door surveying and sampling is done annually in rural as well as urban areas selectively.
2. Lux has a very wide range of products to offer.
3. The parent company of Lux has helped in establishing a strong supply and distribution network. Besides, it also has access to the resources of the parent company of Unilever.
4. Lux possesses a very strong brand image in the market.
5. The focus of Lux is going strong on beauty segment.
6. Lux is a dynamic brand and is undergoes changes as per the changes in demand and trends, which is evident from the launch of the new range of body washes – Magical Spell, Scarlet Blossom, Strawberry & cream and Peach and cream have been launched with the tag line of the secret to liquid silk skin.
7. The brand has innovative sales promotions tactics that spread across different forms of media – print, electronic and social.
8. The brand is known to deliver value-for-money in the eyes of the consumers.
9. It has a broad market presence and mass appeal, being the market leader in so many countries. As per the BCG matrix, developed by the Boston Consulting Group, Lux can be put into the STAR category for high market growth and high market share.
Weaknesses –
1. Lux lacks a unisex appeal as it has essentially been portrayed as a women’s beauty soap and has a lot of feminine appeal.
2. The wear rate of the soap is very high. It gets dissolved pretty fast and gets mushy and soggy quickly.
3. Certain variants of the soap, like the Haute Pink, Sunscreen, etc did not do so well in the market as some of its other variants have.
4. Some of its advertisements have been quite controversial, specially the one with Shah Rukh Khan in the bath tub, and the one of Haute Pink soap with the model in the bath tub flying up in the air in a hot air balloon.
5. The stock

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