Lux Brand in Pakistan

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• PONDS: The ponds philosophy is: We know that your beautiful best is waiting to blossom with you. With POND'S, we help your beauty bloom so you can embrace life and enjoy every minute of it on the basis on this they differentiate themselves.

- Protection:

• LUX: Copyright © Unilever PLC/Unilever NV 1998-2011. The company has the copyrights for all its products.

• CAPRI: It is the Company’s policy to comply with all laws, rules and regulations that are applicable to business in Pakistan

• PONDS: Copyright © Unilever PLC/Unilever NV 1998-2011. The company has the copyrights for all its products.

- Licenses:

• LUX: The Company operates through 5 regional offices, 4 wholly owned and 6 third party manufacturing sites across Pakistan Today, Lux products are manufactured at 71 locations with more than 2000 suppliers and associates providing the raw materials. It has key markets in the developing countries like Brazil, Pakistan, China, Bangladesh and South Africa, and is a market leader in for soap bars in India, Pakistan, Brazil, Saudi Arabia, Bangladesh, Thailand and Vietnam.

• CAPRI: The Company has the license to manufacture and market the products all over Pakistan.

• PONDS: The Company operates through 5 regional offices, 4 wholly owned and 6 third party manufacturing sites across Pakistan

17.8: Comparison of LUX and Competitors on following:

- Price:

The Lux brand remained inflicted with the issue of being mushy for so many years. However it has overcome the problem through sustained efforts, marketing and glamorous positioning. . Buoyed by it success, the Co spends mega bucks on TV and LSA (Lux style award) each year-a fine combination of ATL & Publicity. The Lux soap is priced at Rs35 as compared to Rs24, while its medium-size pack is selling at Rs25 as compared to Rs16. while Capri soap is available at Rs35 as compared to Rs26 earlier this year.

- Production Facilities:

It has now six factories operating at different locations around the country. The Unilever's head office was shifted to Karachi from the Rahim Yar Khan site in the mid-1960s.Though Lux is manufactured in Pakistan for the local market by Unilever Pakistan 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 Pakistan from imported raw materials like sodium soap, glycerol and different extracts according to flavors, coming from Unilever plants situated abroad

- Life Expectancy:

Life expectancy of all the three brands is exactly the same there is no difference. All three of the brands have a life expectancy of 24 months after that the product’s life ends.

- Trade in Value:

In terms of the trade in value there is almost zero trade in value for a normal consumer who is not very much loyal to the product