An Analysis of Major Soap Brands' Promotion in Bangladesh

Abstract

Bangladesh is a developing country. Nowadays besides Soap bars liquid soaps, hand wash & shower gels are most popular here. People use soaps on their daily basis. A variety of types of the consumer have a variety of preferences. This report is based on soap brands in Bangladesh. Here mainly discussed the most used, popular three soap brands in Bangladesh. These are Lux, Lifebuoy and Keya. Consumers who prefer the sweet perfumes they purchase Lux, who are quality conscious they usually buy Keya beauty soap. And lastly, many consumers prefer the health issue mostly, they usually purchase Lifebuoy. Among these three, Keya has fallen its reputation in recent years. And besides few constraints, Lux and Lifebuoy soaps are doing well in the market. These three soap brands follow different promotional activities. They have different marketing strategy but in some cases, they have many similarities which are described here. They are trying to create more positivity to the consumer's mind through their different policies. This report discusses the process of using market segmentation, product pricing, promotions, different targeting and positioning strategies and so on. This country has a durable economic growth and fast urbanization. Mainly the soap has two parts. These are beauty and health. Toilet soap goods are used for cleansing purposes. Lux, Lifebuoy, and Keya how they create marketing policy, promotional strategy, product category, social media marketing, and some recommendation have been given thoroughly in this report. It is also increasing disposable profits among the mid-level to high- level income consumers and increasing social media involvement. The marketplace of personal care and beauty is an ever-growing one. Among all the product categories toilet soap is a crucial product to keep sound and healthy hygiene.