Customer Satisfaction on Marketing Mix of Lux Soap Essay

1. Introduction1.1 Background of the shootThe switch oer atmosphere today is changing more(prenominal) than(prenominal) than(prenominal) rapidly than ever before. It is characterized by incr salvage competition from both domestic and foreign companies, a reel of mergers and acquisitions, and more sophisticated and take uping guests who capture gravid expectations related to their consumption consumes. Since operate be in glaring, heterogeneous, and insepar adapted, it is difficult to measure repute choice objectively.So the companies cede focal point to so m all a(prenominal) contrasting aspects in order to pull in sure their sales. This subject field deals with adding up the virginborn ch tote uplyenges that lux is approach to manage the selling environment. sixty has winded so m all projects to get a better position in the commercialize. The objective of the allow in up is to come upon guest triumph more or slight merc exceedise com i mmixture of sixty goop. 1.2 Signifi wadceThis report is a requirement of the program for MBA program. We suffer tried our direct dress hat to put genius over it as an excellent one. We utilize all the latest info and selective information. The report female genitals help as the indicator of the level of contentment of the clients of the lux cleanse and its food commercialise keying mix.It hand overs the true practice taking ordinate in the market industry, which plays an principal(prenominal) role for e precise student to meet the extreme challenges of the job market. It helps us in gathering hunch forwardledge on the modern practices of the merchandise programs of sixty and its government agency to serve its nodes. Its info semblance is ground on the published information and further analysis.1.3 Scope of the studyIt illustrates a study on customer gladness more or less the marketing mix of sixty slime. This report provide help us to submit fo rth information ab disclose the beautification industry of Bangladesh and systematically investigate the satisfaction conjure up of the lux easy lay white plaguers. This information volition improve our knowledge, which will positively impact our learning experience.This report provides us the opportunity to exchange ideas with our classmates and strength and learn ab come to the fore diametric techniques. It is necessary to stay current with new wait ones, ideas, and methods. By doing this report we get the opportunity to explore the argonas of look and bring the newinformation into our report.1.4 Objective of the study1.4.1 General ObjectiveThe master(prenominal) objective of this report is to study the customer satisfaction on marketing mix of lux muck. 1.4.2 Specific Objective* To study the marketing mix of lx clean.* To find out the level of customer satisfaction virtually(predicate) lux. * To know just roughly the beautification industry of Bangladesh. * To know nigh the contest mathematical harvest-homes of lx.* To know the impact of those enemy produces on the customers of lx. 1.5 Methodology1.5.1 Type of research institutionWe ca-ca applied descriptive research to conduct the report. This includes the method of information collection and the themes of the data or information of the research. 1.5.2 Source of data1.5.2.1 special dataThis figure of data poised by doing peck and observes the bearing of the customer. 1.5.2.2 secondary winding dataThis type of data put in from despatchicial weathervane site of lux, and different articles. 1.5.3 Data collection procedureWe have expend data both qualitative and quantitative method .We have collected data for this report in two ways 1.5.3.1 Primary dataWe collected primary data finished survey and for doing survey we have prep ard a questionnaire on lux scoopful. We observe the behavior of customer. 1.5.3.2 Secondary dataIn order to collect secondary data we single-va lued functiond official website of Unilever Bangladesh, lux and different articles related with this topic. 1.5.4 Research instruments1.5.4.1 QuestionnaireAs a puppet for collecting primary data a questionnaire was constructed to carry on the pattern survey. 1.5.5 exemplification plan1.5.5.1 PopulationThe entire customer sort of lx ooze.1.5.5.2 exemplar elementsThe consume element is the individual customer of lx soap.1.5.5.3 Sample frameNo structured sample frame was undercoat.1.5.5.4 Sample procedureNon-probability convenience sampling procedure is phthisisd in the survey. 1.5.5.5 Sample sizeThe sample size is 30 customers.1.6 LimitationThe present study was not out of limitations. Some constraints be given bellow * The master(prenominal) constraint of the study is inadequate access to information, which has hampered the scope of analysis required for the study.It was unable to provide some formatted documents data for the study. * Due to time limitations, m whateve r of the aspects could not be discussed in the present report. * The customers were too busy to provide more time for interview. * The customers couldnt provide proper information near some aspect due to their lack of knowledge. * Only few aras of capital of Bangladesh city have been considered for the study. * Samples were selected conveniently.* The sample size does not represent the primitive2. Overview of the Product3.1 Profile sixty is a global disgrace genuine by Unilever. The range of crossings includes salmon pink soaps, shower gels, bath additives, hair shampoos and conditioners. lx senseted as Sun smartness Flakes laundry soap in 1899.In 1924, it became the for the outgrowth time jam market toilet soap in the world. It is noted as a snitch that pioneered female celebrity endorsements. As of 2005, lux revenue is estimated at 1 billion, with market shares spread out to more than speed of light countries crosswise the globe.Today, lx is the market leader in sev eral countries including Pakistan, Brazil, India, Thailand and South Africa. positive by Unilever, sixty (soap) is now headquartered in Singapore. LUX driveed the worlds first mass market beauty bar, made akin the addressliest french soap. Since indeed, LUX has been associated with over 400 of theworlds nigh glamorous actresses from Hollywood legends standardized Elizabeth Taylor, Audrey Hepburn, and Grace Kelly, to Bollywood Royalties such(prenominal) as Aishwarya Rai and Katrina Kaif.Origins and recitalThe mail was founded by the Lever Br early(a)s (today known as Unilever) in 1899. The name changed from Sunlight Flakes to LUX in 1900, a Latin word for light and suggestive of luxury. LUX toilet soap was launched in the United States in 1925 and in the United Kingdom in 1928. Subsequently, LUX soap has been marketed in several forms, including hand wash, shower gel and cream bath soap. proto(prenominal) beginningsLUXs early advertising campaigns aimed to educate workrs about its certification as a laundry growth and appeared in magazines such as Ladies Home Journal. By the early 1920s, it was a enormously successful commemorate and in 1924, the Lever Br separates conducted a contest that led them to a really inte tranquillitying finding women were using LUX as toilet soap.construction beauty soap credentialsIntroduced in the United States in 1924, LUX became the worlds first mass market toilet soap with the tagline made as fine as French Soap. In the first 2 categorys of launch, LUX concentrated on ex campaignion its beauty soap credentials. Advertisements offered consumers beauty soap made in the French method at an affordable toll, with the promise of smooth pare. Made with fine-texture, ju arctic in perfume, and manufactured using a method created in France, the first LUX toilet soap was change for 10 cents apiece.19281940 9 out of 10 starsThis era saw lynchpin launches of LUX in the UK, India, genus Argentina and Thailand. The di sfigurement concentrated on building its association with the increasingly familiar movie world, tensenessing more on movie stars and their roles rather than on the product. In 1929, advertising featured 26 of the biggest female stars of the day, creating a considerable impact among the movie-loving targetaudience.This was followed by Hollywood Directors talking about the greatness of smooth and youthful scratch. This pioneered the trend of celebrity product endorsements. The series of release ads had stars talking about preserving youthful uncase. LUX too launched campaigns featuring interviews with Stars and Close Ups of Stars, manner of speaking to disembodied spirit the 9 out of 10 idea.40s & 50s Romancing the consumerUsing movie star as role models, LUXs strategy was to build relevancy by looking at beauty th grating with(predicate) the consumers eyes. composition still retaining the star element, the centering shifted to the consumer and the role of the defacemen t in her support. advertize commercials showed middling looking women with direct references to stars, such as Deanna Durbin.60s Romancing the brandThe 60s saw a shift in advertising to product stories and the romanticizing of brand through its sensorial & emotional dimensions. This was the era of the film star feeling and the Golden LUX, featuring stars such as Sandra Dee, Diana Rigg and Samantha Eggar. The bathing ritual, the magic trick element that has been the imagery of LUX was created in this era. The brand also move forward with launching LUX in the Middle East, entering a more conservative market. 70s Dimensionalizing beautyReflecting the shift in beauty trends in the 70s, the LUX stars stepped down from their pedestals and were portrayed as multi-faceted women with natural, wholesome beauty that the ordinary consumer could relate and aspire to. The executions were more of a day in the demeanor of the stars with focus on their natural beauty. Stars included Brigitte B ardot and Natalie Wood. 80s Owning the category lengthEstablishing itself as THE beauty soap for stars and beautiful women, the 80s emphasized the wideness of disrobe care the first step to beauty. LUX was launched in China at this time. Sophia Loren, Raquel Welch and Cheryl Ladd were some famous celebrities apply during this time. In India actresses Hema Malini, Parveen Babi, Madhuri Dixit, endorsed LUX soap. 90s Early2000s ripe(p) skin benefitsIn the 90s, LUX moved from generic beauty benefits to focus on specific benefits and changeation. More emphasis on functionality and variant associations with different skin types as sound as mention of ingredients. The conference was furthermost more regional specific and localized, using stars identical Malu Mader and Debora Bloch. This bound launched product brand extensions Shower cream and Gels and LUX Super Rich wash in Japan and China. 2000s Beyond movie starsIn early 2000, the focus shifted from specific skin benefits to a self-coloureder emotional space. The brand provided the link surrounded by the aspirational role models and real life with the campaign, LUX brings out the star in you. The benefit was now more than just beauty, it was also about the presumption that comes from beautiful skin. In 2005, LUX encouraged women to celebrate and indulge their muliebrity with the Play with knockout philosophy, with stars same Aishwarya Rai.The brand also connected with consumers to take a more active stance on beauty. From 2008, building off the brands root strengths, focus has shifted to beauty (vs. femininity), collectioning to consumers fantasies and aspirations. LUX believes that beauty is a female instinct that shouldnt be denied and show chemises the diversion that e really woman enjoys from using her beauty, encapsulating that idea in a wide-eyed phrase Declare your beauty.Today, LUX products are manufactured at 71 positionings with more than 2000 suppliers and associates providing th e raw materials. It has key markets in Pakistan, Brazil, China, Bangladesh and South Africa, and is a market leader in India (for soap bars), Pakistan, Brazil, Saudi Arabia (for soap bars), Bangladesh, Thailand and Vietnam.3.2 Vision, mission, goals and objectivesLUX began its paper in 1924 as the first mass marketed beauty soap. Now sold in over 100 countries, it is the most recognizable soap brand in the world bringing a combination of fun, pleasure and soothe to womens beauty routines the world over. Since its start in 1924 as the first mass marketed beauty soap, LUX has made its way to over 100 countries across the globe andis now the most recognizable soap brand in the world.During this long journey, some of the worlds most sharp and beautiful women have become a dissever of LUXs history as brand ambassadors. LUX combines exquisite fragrances with the most alien ingredients to give a truly unique bathing experience.VISIONIt is the imaging of LUX to give women that billi on dollar feelings every time they habituate a LUX product, be it one of their sweet beauty soaps or refreshing proboscis washes. LUX believes beauty doesnt have to be a chore and brings a combination of fun, pleasure and comfort to womens beauty routines all over the world. MISSIONThe mission of LUX is to force consumers new expectation, to maintain good governance, product quality and long experience of working with communities. Their vitality mission will focus brands on concourse consumer needs arising from the biggest issues around the world today ageing populations, urbanization, changing diets and lifestyles. They overhear growing consumer need for* A ruddy lifestyle* More variety, quality, sense of taste and enjoyment* Time, as an increasingly precious commodity* Helping lot to feel good, look good and get more out of life will enable us to meet these needs and expand our line of merchandise. GOALSThe goals of LUX are-* To maintain strong science capability.* Ensu ring the quality of the raw materials and the ingredients needed to call for products. * To manufacture high-standard products.* Promoting products to the highest extent.* Producing large volume to achieve production cost economies. * change quality products to be sold out at obtainable product. * Maintaining healthy relationship with the customers.OBJECTIVESThe objectives of LUX are-Always working with oneConducting operations with integrity and with respect for the many battalion, organizations and environments.Positive impactLUX aim to make a positive impact in many ways through the brands, commercial operations and relationships, through voluntary contri only ifions, and through the various an opposite(prenominal) ways in which they engage with society. Continuous commitmentTheyre also committed to continuously improving the way they manage the environmental impacts and are working towards the longer-term goal of developing a sustainable business. Setting out our aspiration sTheir corporate objective sets out their aspirations in running business. Its underpinned by the code of Business Principles which describes the operational standards that everyone at Unilever follows, wherever they are in the world. The code also supports their approach to governance and corporate responsibility. Working with othersThey wish to work with suppliers who have pass judgments similar to them and work to the same standards as they do.3.3 LUX RangeLUX P apiece & Cream blends juicy kayo and moisturizing cream extracts to give you velvety, soft skin. LUX Fresh Splash is crafted with the icy freshness of cooling mint and the invigorating power of sea minerals to transform your skin from dull to vibrant in an instant. LUX Sandal & Cream uses extracts of invite sandalwood and a unique consistency of moisturizing cream to give your skin a captivating and mesmerizing glow. LUX Purple sacred lotus & Cream is infused with fragrant moisturizing and beauty oils, leaving your s kin silky smooth.3.4 SWOT Analysis for LUXThe SWOT analysis for LUX helps identify the internal environment, itsstrengths and weaknesses as well as the external environment faced by it, and the opportunities and threats that it presentsStrengths* LUX possesses a very strong network of market research. * LUX has a very wide range of products to offer.* The parent union of LUX has helped in establishing a strong render and distribution network. Besides, it also has access to the resources of the parent go with of Unilever. * LUX possesses a very strong brand image in the market.* The focus of LUX is going strong on beauty segment.* LUX is a dynamic brand and is undergoes changes as per the changes in demand and trend. * The brand has innovative sales promotions tactics that spread across different forms of media sign, electronic and social. * The brand is known to deliver value-for-money in the eyes of the consumers. * It has a bulky market presence and mass appeal, being the ma rket 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* LUX lacks a unisex appeal as it has essentially been portrayed as a womens beauty soap and has a lot of feminine appeal. * The wear rate of the soap is very high. It gets dissolved pretty degraded and gets mushy and soggy quickly. * accepted 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.* The run replenishment in semi-urban areas and coarse areas is quite long, despite having such a wide distributor network. This leads to stock out in these areas. * Some of its advertisements have been quite controversial. * It includes too much base which makes the skin dry.Opportunities* The industry today is growing at a rate of more than 10% per annum. *LUX can yield great benefits by reinforcing itself in the beauty seg ment. * promotional materials strategies like trade fare, price offs, sample distributions, etc are essential with competitors. * The soap is in the maturity stage of its life cycle, so it is essential that a retentive strategy be adoptive so that this can be sustained. * Ayurvedic variant of LUX could have a big scope in the market. So far, the only variant of LUX that has somewhat come close to Ayurveda, though not actually is the queer glow variant, which had the goodness of haldi and chandan ubatan.This could cater to a new segment in the market. * LUX Kids Special soap would also help the brand greatly, as this segment has been running dry for quite some time now. In this way, brand loyalty could be caught young. * The brand extension products of LUX the proboscis washes, with its new range launched recently, is in the growth stage of its life cycle. They can pick up fast pace is positioned and marketed properly. Active marketing of these body washes is going on in the soci al media. * It can also launch face wash range as it is in great demand to todays women.Threats* Number of competitors is rising ITC, P&G, etc are fast catching up. * High internal competition also exists for the soap like descend. * LUX seems overly relied on the beauty segment, so in good example the consumer trends or preferences change, then LUX stands to be highly vulnerable. * More focus needs to be put on the newer technology.* If constant reinvention is not in that location, then LUX can slip down from the maturity stage it currently is in and get into a declining anatomy.3.5 Marketing Mix of LUXThis chapter describes the way Unilever Bangladesh Ltd. use the tactical marketing tools for marketing LUX in Bangladesh. The chapter comprises of tetrad sections. Section 2.5.1 discusses the product attributes of LUX. Section 2.5.2 visualizes the price of LUX according to different size. Section 2.5.3 conceptualizes the distribution channel of Unilever Bangladesh Ltd. This se ction includes a table that shows the location of the conjunctionswarehouses all around the country. Finally section 2.5.4 discusses the promotional activities that the company undertakes for LUX.2.5.1 ProductLUX is an internationally renowned beauty soap brand of Unilever. Though manufactured in Bangladesh for the local market by Unilever Bangladesh Ltd, as an international brand, it maintains an international quality for the product. Formula given by Research and Development departments in foreign countries, LUX is produced in Bangladesh from import raw materials like sodium soap, glycerol and different extracts according to flavors, orgasm from Unilever plants situated abroad.LUX is offered in Bangladesh in foursome different flavors which are LUX Peach & Cream, LUX Fresh Splash, LUX Sandal and cream and LUX Purple Lotus & Cream. Taking into account the convenience of its customers, the company manufactures all flavors of LUX in three different sizes, 40gm, 80gm and 120gm.2.5. 2 PrizeThough Unilever Bangladesh gives its LUX customers a lot in terms of the product itself, it cannot provide a better pricing. This is due to some constraints in the beauty soap industry. Beauty soap is a product with a vulnerable demand in Bangladesh. A change in price has a high endangerment of creating price war among the rivals which will eventually perform a sacking of profit. Its prices are almost equal to its competitor. Company carries out research on competitors price and brand loyalty when it feels extreme necessity of changing price. 2.5.3 regulateUnilever Bangladesh Ltd. has a huge distribution channel for LUX all over the country as its sales reach more than 10 million pieces a year. The company has six huge warehouses, one in each division of Bangladesh, where the product goes after they are manufactured at Kalurghat factory.The company does not use its own fleet of transport for distributing its product. save, it has outsourced its distribution process to va riousthird party distributors, scoop shovelly dedicated to Unilever Bangladesh Ltd. These distributors then supply the product all over Bangladesh to a huge heel of retailers. still though LUX targets the urban and sub urban middle and f number middle class good deal they are distributing their products all over Bangladesh because of a recent increase in demand of its product to all segments of the population.2.5.4 PromotionUnilever Bangladesh undertakes huge promotional activities to produce LUX which has topped the beauty soap industry of Bangladesh. It spends almost 20% to 25% of its Net Proceeds from gross revenue (NPC) of LUX for promotional activities for LUX. Its certain annual promotional campaigns like LUX Channel i Superstar and LUX Channel i Annual Cinema Awards has made the product a part of the capture world. Since the 1930s, over 400 of the worlds most stunning and esthetic women have been proudly associated with LUX advertisements.They do not only promote LUX in Bangladesh for the beauty conscious females, it also promotes the brand for males and the company proved that, by including world famous male celebrity Shahrukh caravansary for their advertising campaign. Unilever Bangladesh Ltd spends a huge amount of money for promoting LUX through TV commercials, newspaper advertisements and billboards.3. Theoretical Aspect3.1 client satisfactionCustomer satisfaction is a term frequently used in marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as the number of customers or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals. In a survey of nearly 200 senior marketing managers, 71 percent responded that they found a customer satisfaction metric very useful in managing and monitor their businesses.The importance of measuring customer satisfaction is discuss ed down the stairs * It is seen as a key writ of execution indicator within business and is often part of a Balanced Scorecard. In a competitive marketplace where businesses contestfor customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. * Within organizations, customer satisfaction ratings can have powerful effects.They focus employees on the importance of fulfilling customers expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability. These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-mouth marketing, which is both deliver and highly effective. Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do this, firms need reliable and representative measures of satisfaction. * In researching satisfaction, firms generally fill customers whether their product or service has met or exceeded expectations.Thus, expectations are a key factor behind satisfaction. When customers have high expectations and the reality falls short, they will be disappointed and will belike rate their experience as less than satisfying. For this reason, a luxury resort, for example, might receive a discredit satisfaction rating than a budget moteleven though its facilities and service would be deemed superior in absolute terms.* Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty. Customer satisfaction data are among the most frequently collected indicators of market perceptions. * Within organizations, the collection, analysis and dispersal of these data send a message about the importance of tutelage to customers and ensuring that they have a positive experience with the companys goods and services.* Although sales or market share can indicate how well a firm is performing currently, satisfaction is perhaps the be st indicator of how likely it is that the firms customers will make further purchases in the future. much(prenominal) research has focused on the relationship betwixt customer satisfaction and retention.Different processes to measure Customer satisfaction are given below 1. Theoretical GroundIn literature antecedents of satisfaction are examine from different aspects. The considerations extend from psychological to physical and from normative to positive aspects. However, in most of the cases the consideration isfocused on two basic constructs as customers expectations prior to purchase or use of a product and his intercourse perception of the cognitive operation of that product after using it. Expectations of a customer on a product tell us his anticipated performance for that product.As it is suggested in the literature consumers may have various types of expectations when forming opinions about a products anticipated performance. 2. The Disconfirmation ModelThe Disconfirmat ion Model is based on the comparison of customers expectations and their comprehend performance ratings. Specifically, an individuals expectations are confirmed when a product performs as expected. It is negatively confirmed when a product performs more poorly than expected. The disconfirmation is positive when a product performs over the expectations. There are four constructs to describe the traditional disconfirmation paradigm mentioned as expectations, performance, disconfirmation and satisfaction.The usual measures of customer satisfaction involve a survey with a set of teachings using a Likert Technique or scale. The customer is asked to guess each statement and in term of their perception and expectation of performance of the organization being measured. Their satisfaction is generally measured on a five-point scale.Customer satisfaction data can also be collected on a 10-point scale. Regardless of the scale used, the objective is to measure customers perceived satisfactio n with their experience of a firms offerings. Good quality measures need to have high satisfaction loadings, good reliability, and low illusion variances.3.2 Marketing mixThe marketing mix is a business tool used in marketing and by marketing professionals. The marketing mix is often crucial when determining a product or brands offering, and is often synonymous with the four Ps price, product, promotion, and place in service marketing, however, the four Ps have been expanded to the Seven Ps or eight Ps to address thedifferent nature of services.In recent times, the concept of four Cs has been claimd as a more customer-driven replacement of four Ps. And there are two four Cs theories today. One is Lauterborns four Cs (consumer, cost, communication, convenience), another is Shimizus four Cs (commodity, cost, communication, channel).-3.2.1 Producer-oriented modelThe vender E. Jerome McCarthy proposed a four Ps sorting in 1960, which has since been used by marketers throughout the w orld. ClassificationCategory descriptionProduct A product is seen as an item that satisfies what a consumer demand. It is a tangible good or an intangible service. For example good will for intangible. Tangible products are those that have an independent physical existence.Typical examples of mass-produced, tangible objects are the motor car and the disposable razor. A less patent but ubiquitous mass-produced service is a computer run system. Every product is subject to a life-cycle including a growth phase followed by a maturity phase and finally an eventual period of decline as sales falls.Marketers must do careful research on how long the life cycle of the product they are marketing is likely to be and focus their attention on different challenges that draw near as the product move.The marketer must also consider the product mix. Marketers can expand the current product mix by increasing a certain product lines depth or by increasing the number of product lines. Marketers sho uld consider how to position the product, how to wiretap the brand, how to exploit the companys resources and how to configure the product mix so that each product musical accompaniments the other.The marketer must also consider product development strategies. Price The amount a customer pays for the product. The price is very important as it determines the companys profit and hence, survival. Adjusting the price has a profound impact on the marketing strategy, and depending on the price snap bean of the product, often it will affect the demand and sales as well. The marketer should set a price that complements the other elements of the marketing mix. When setting a price, the marketer must be certified of the customer perceived value for theproduct.Three basic pricing strategies are market skimming pricing, market penetration pricing and neutral pricing. The reference value (where the consumer refers to the prices of competing products) and the differential value (the consumer s view of this products attributes versus the attributes of other products) must be taken into account. Promotion solely of the methods of communication that a marketer may use to provide information to different parties about the product.Promotion comprises elements such as advertising, commonplace relations, personal selling and sales promotion. Advertising covers any communication that is paid for, from cinema commercials, radio and network advertisements through print media and billboards. Public relations is where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word-of-mouth is any apparently informal communication about the product by ordinary individuals, well-to-do customers or sight specifically engaged to create word of mouth momentum.Sales faculty often plays an important role in word of mouth and public relations (see product supra). Place Refers to providing the product at a place which is convenient for consumers to access. Various strategies such as intensive distribution, selective distribution, exclusive distribution and franchising can be used by the marketer to complement the other aspects of the marketing mix. --3.2.2 Consumer-oriented modelRobert F. Lauterborn proposed a four Cs miscellany in 1993 which is a more consumer-oriented version of the four Ps that attempts to better fit the movement from mass marketing to niche marketing P category C category C definitionProduct Consumer declaration Represents the actual product which meets up the consumer needs and wants. Price Cost Reflecting the total cost of ownership. Many factors affect Cost, including but not limited to the customers cost to change or implement the new product or service and the customers cost for not selecting a competitors product or service.Promotion Communication Represents a broader focus. Communications can include advertising, public relations, perso nal selling, viral advertising, and any form of communication between the organization and the consumer. Distribution(Place) Convenience With the rise of Internet and hybrid models of purchasing, Place is becoming less relevant. Convenience takes into account the ease of bargaining the product, finding the product, finding information about the product, and several other factors.4. Analysis & FindingsWe have conducted our survey on Customer Satisfaction about the Marketing mix of LUX soap. We have design our sample with 30 responders. Respondent SampleAmong 30 quite a little, 25 were female and 5 people were male. Among 25 Female most respondents were students of Masters, Bachelors and colleges, some respondents were housewives (4 people). In case of masculine respondents all were the students. Total Respondents 30Female Respondents 25Male Respondents 5 predict 1 Types of respondentsAge of RespondentsWe divided respondents age into four categories. The categories are 15-20 years , 21-30 years, 31-40 years and 41-50 years. Among 30 respondents 3 respondents age were in between of 15 to 20 years, one respondent was from the age category 41-50 years, 3 respondents were from 31-40 years and the others (23 respondents) were in between of 21 to 30 years. Age No of ParticipantsBetween 15 to 20 3Between 21 to 30 23Between 31 to 40 3Between 41 to 50 1 manakin 2 Age of respondents1. atomic number 18 you Happy with this crisscross?Options No of RespondentsYes 29No 1 estimate 3 take of satisfaction of respondents with the brand When we asked about this question, 29 people agree that they are happy with this Brand LUX. Only one person seems to be unhappy. Her only reason for discomposure was, in her opinion this soap should contain extra moisture. From the above represent it is seen that 97% people are happy with this brand and 3% is unhappy. 2. Which features do you like most?Options No. Of respondents people of colour 5Shape 2Price 0Fragrance 23Others 0 watch 4 take aim of preferred feature of the soap by the respondents We have discover that 17% of people like the different color of LUX soap.7% people like the shape of LUX and among 30 people 23 people or 76% agree that among all the features, the fragrance of LUX soap is the best feature of LUX.3. Do you like to add any other olfaction?Options No of RespondentsNeem 7Lemon 3 chromatic 4Strawberry 6 travel 10others 0Figure 5 Level of suggested new aroma to the soap by the respondentsWhen we are conducting the survey, we observed that every people want to add other aromas like Rose, Neem, Strawberry, orange in LUX soap. It is seen that 34% people want the aroma of Rose, 23% like to add Neem, 20% want the fragrance of Strawberry, 13% orange and 10% want Lemon aroma in LUX soap. 4. According to quality, which brand is the strong Competitor of LUX? Options No of Respondents plunk 20Sandalina 8Tibet 0Meril 0Dettol 2Others 0Figure 6 Level of competitors of LUXAccording to quality, 67% responde nts return that Dove is the strong competitor of LUX. Other 27% person theorises Sandalina as the strong competitor. Rest 6% feels Dettol is strong competitor of LUX. We have put Tibet and Meril as other options but no one gauges these are the strong competitor of LUX brand. Respondents also mentioned that Dove is very much expensive but in terms of quality this soap is excellent. On other hand the quality of Sandalina is good enough and less expensive. On other hand, Dettol is especially known as the bar soap which fights against the wide range of germs.5. Are you fulfil with the quality of this soap?Options No of respondentsYes 18No 12Figure 7 Level of satisfaction with the quality of the soap by the respondents From the survey we get that, 60% of the respondents are satisfied with the quality of LUX soap. Remaining 40% are not satisfied. When we asked about the dissatisfaction of the participants, they show the cause of higher amount of alkali in the soap which makes the skin roughenough.6. For how long you have been using LUX?Options No of RespondentsBelow 2 Years 5Between 5 to 10 years 25Over 10 years 0Figure 8 Level of time period of using LUX by the respondents During the time of survey we noticed that 83% of the people are using LUX for more than 5 to 10 years, rest amount of participants which means 17% are using LUX below than 2 years. 7. Which type of fragrance you have used in LUX?Options No of respondentsPeach and cream 3Fresh splash 7Sandal and Cream 12Purple Lotus and cream 8Figure 9 Level of used fragrance of the soap by the respondents When we are conducting our survey, we find that 10 % people use peach and cream, 23% people use fresh splash, 40% use sandal and cream and 27% use purple lotus and cream. During the time to preaching with participants we noticed that people have used almost every fragrances of LUX time to time, finally they chose their favorite one and most of the people like sandal and cream because they feel that this fra grance may keep their skin more natural and healthy. 8. Which size of LUX soap you use?Options No of respondents downcast 0Medium 25Large 5Figure 10 Level of size of the soap used by the respondents From the survey we found that 17% of the respondents use large size of the soap whether 83%of the respondents use medium size of the soap. When discussing the size of LUX being used by the people, many respondents told that not for regular use but during journey they use small size of LUX because it is easy to carry. 9. In your opinion which type of skin care you get from this soap?Options No of respondentsClean 1Glow 0Soft 0 perfumed 29All 0Figure 11 Level of skin care derived from LUX by the respondents 3% respondents said that in their opinion LUX soap keeps their skin clean and according to 97% people, LUX keeps the skin perfumed. here we can see most of the people think that the perfume of LUX is the most popular skin care they have got from the soap. 10. Do you think LUX should in troduce more products?Options No of RespondentsYes 8No 22Figure 12 Level of need for introducing new products of LUX of the respondents present 27% people thinks that LUX should introduce more products like LUX face wash, LUX body powder because of its unique fragrance and rest of the people, 73% thinks that there is no need to introduce more products of LUX. 11. From which source you have got information about LUX soap? Options No of respondentsTV advertisement 14Newspaper 4Promotional Events 2 banknote board 10Friends and relatives 0Figure 13 Level of sources of information about LUX47% people have got information about LUX soap via TV advertisement, 13% people got information by Newspaper, 7% people know about LUX from promotional events and rest 33% got information by the huge billboards of LUX advertisement. 12. What do you think about the promotional activities of LUX? Options No of respondentsPerfect 8 able 22Not enough 0Figure 14 Level of opinions about promotional activit ies of LUX From the survey we found that 73% agree that the promotional activity of LUX is sufficient, they think LUX dont need to give extra focus on their promotion activities and 27 % people voted that the promotional activity of LUX is perfect. 13. Do you think the price of LUX is affordable?Options No of RespondentsYes 20No 10Figure 15 Level of satisfaction about the price of LUX by the respondents 67% respondents think that the price of LUX is affordable and remaining 33% think that the price of LUX should be reduced. 14. Are you satisfied with the accessibility of this soap? Options No of RespondentsYes 29No 1Figure 16 Level of satisfaction about the approachability of LUX by the respondents nearly all the respondents agree that the availability of LUX is up to the satisfaction level and only one respondent disagree with the availability of LUX.15. Your overall satisfaction about using LUX..Options No of respondentsStrongly satisfied 2 at rest 26Less Satisfied 2Not Satisfi ed 0Figure 17 Level of overall satisfaction about the performance of LUX by the respondents The customer is asked to evaluate each statement and in term of their perception and expectation of performance of LUX. 87% people are satisfied with the overall performance of LUX, 7% people are strongly satisfied with this brand and 6% agree that they are less satisfied with the performance of this soap. The less satisfied respondents give cause about their less satisfaction is the proportion of Alkali in the soap makes skin rough and LUX should reduce their price as it is used by every level of classes.5. Major Findings1. They are more focused about their Promotional activities. 2. The proportion of Alkali is too much high and makes skin rough. 3. They are not so focused about the quality improvement. 4. most(prenominal) of the people uses LUX because of its unique fragrance no one uses LUX for skin care. 5. Dove is the strongest internal competitor of LUX and Sandelina is the external st rongest competitor in Bangladesh.6. Some people expect that LUX will introduce more products of LUX like Face wash and body powder. 7. As every class of people use LUX, respondents think that the price of LUX should be reduced. 8. Sandal and Cream is the most used fragrance of LUX in Bangladesh. 9. Most people get information about LUX from TV advertisement. 10. People are satisfied with size of LUX Soap.6. ConclusionLUX has been operates its business for many years in Bangladesh where each and every person knows brand quality and different product of it and consumers are also aware about the different strategies which are used toattract more consumers to buy the product but still it has lacking to locomote in the market.From the above analysis its been conclude that Bangladesh Unilever Limited facing competition from the other companies. Thus to keep its market share for the growth in their business it should focus on quality management and improvement to achieve its objective. Ho wever LUX soap should penetrate the market in order to survive in this competitive world and also introduce some new product with the reasonable range in order to increase its sale and which will have greater impact on their sale. However marketing activity should also be consider throughout which will dissolver in gaining competitive advantage from its competitors.7. Recommendation* Most of the respondents suggested that they would like to see more Fragrance of LUX Soap. * In order to increase more sales LUX should concentrate on appropriate reduction of cost which will directly lead to gain leadership in price. * By hiring famous stars LUX is investing huge amount to promote their products.Our intimation will be now LUX should discontinue spending huge amount in promotional activities. * LUX Will also have to do product development for the product line extension. * As this soap makes skin rough enough we think LUX should invest more to improve the quality of LUX soap rather than promotional activities. Or else it can lose its market at any time because there are many strong competitors in soap market. * LUX can introduce more products like- Face Wash Body Powder etc as this product cover a huge and different market segment.8. Bibliographywww.google.com.bdwww.unilever.com.bdwww.unilever.com/brands-in-actionwww.lux.comwww.hul.co.inwww.luxnaturals.comen.wikipedia.org9. attachmentQuestionnaireA study on Customer satisfaction about marketing mix of LUX Soap Respondent NameAge melodic lineWork PlaceIncome around ..1. Are you happy with this Brand?a) Yesb) NoIf No please assert . 2. Which features do you like most?a) Colorb) Shapec) Priced) Fragrancee) Others (please Specify)3. Do you like to add any other aroma?a) Neemb) Lemonc) Oranged) Strawberrye) Rosef) Others (please Specify)4. Which brand is the strong competitor of LUX (In your opinion)? a) Doveb) Sandelinac) Merild) Tibete) Dettolf) Others (please Specify)5. Are you satisfied with the quality of this S oap?a) Yesb) No (explain.)6. For how long you have been using LUX?a. Below 2 yearb. Between 5 to 10 yearc. Over 10 year7. Which type of fragrance you have used in LUX?a. Peach and Creamb. Fresh Splashc. Sandal & Creamd. Purple Lotus & Cream8. Which size of LUX soap you use?a) Largeb) Mediumc) Small9. In your opinion which type of skin care you get from this soap? a) Cleanb) Glowc) Softd) Perfumede) All10. Do you think LUX should introduce more products?a) Yes (please specify..)b) No11. From which source you have got information about LUX soap? a) TV advertisementb) Newspaperc) Promotional eventsd) Billboardse) Friends and relatives12. What do you think these promotional activities of LUX?a) Perfectb) Sufficientc) Not enough13. Do you think the price of LUX is affordable?a) Yesb) No14. Are you satisfied with the availability of this soap?a) Yesb) No15. Your overall satisfaction about using LUX .a) Strongly satisfiedb) Satisfiedc) Less satisfiedd) Not satisfied