What is Marketing?

Jun 21st, 2015
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Marketing is the process by which companies determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development.[1] It is an integrated process through which companies create value for customers and build strong customer relationships in order to capture value from customers in return.[1]

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EXECUTIVE SUMMARYThis paper analyses the relevance and application of the four marketing Ps, product, place, promotion and price, on one of Unilevers (Pakistan) personal care brands, Lux soap. The research consists of three parts. The first part includes the information about the product obtained from 10 HFS categories A, B and C retail outlets. Second part comprises of the same information for IMT and LMT, Metro and Naheed Supermarket respectively. Lastly the report examines the differences in the marketing of Lux soap between the two retail arrangements discussed in the former parts.INTRODUCTIONIn 1899 Lever Brothers UK, now known as Unilever, launched Lux as laundry soap (originally named as Sunlight Flakes). In 1990 it was titled as Lux Latin for light also indicative of luxury. In 1924, it turned out to be the first mass marketed toilet soap, which has been promoted by 400 celebrities world over and is sold in more than 100 countries. It has the highest market share in various countries including Saudi Arabia, Brazil and India; a similar trend was observed by visiting retail stores in Karachi, Lux was the most purchased brand in all kind of outlets. Lux was introduced in Pakistan in 1957. Among Unilevers Home and Personal Care, HPC, brands Lux, Surf Excel and Sunsilk are the star performers. According to the companys research Lux is the market leader in the soap industry, its position being 2.5 times of that of the second b

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