LUX Product Category, Market Segmentation, Target Marketing and Positioning

Unilever is a multinational consumer product manufacturing giant operating in over hundred countries all around the globe.

Unilever’s one of the most popular brand is LUX. They segments LUX.’s market according to geographical locations. It further differentiates these segments into Socio Economic Cluster (SEC) which takes into account the criteria of education and profession which ultimately measures the financial ability of consumers. The cluster is divided into five parts starting from A to E. Unilever targets the urban and sub urban upper middle class and middle class segment of the population, who falls under A to C of SEC.

This report is an outcome of an analysis of marketing strategies used by Unilever Ltd. The main purpose of the report is to find what strategies the company uses to market its world famous beauty soap.