Nowadays, Unilever's premium soap brand Dove is used to fight for grabbing sandal soap market share. The target group of Dove soap in Bangladesh is above of SEC B +. In a word the TG of Dove Soap is more sophisticated & premium than that of Lux, Meril, Keya & Tibet beauty soap. Consumers use Dove soap for gentle feel in skin and low but superior fragrance than regular bath soap. Unilever is promoting Dove as a skin care soap not mere a bath soap for a long. Once, in 2013, Unilever has tried to enter in the market Sandal soap market of Bangladesh by launching its new soap brand "Lux sandal and cream’. The market leader of sandal market was, still is, Sandalina Sandal Soap of Kohinur Chemicals Ltd. The sandal soap market is very strategic market with loyal consumer base. The reason to believe is high and switching those consumers to another brand is very troublesome. Lux has tried several ways then to catch the share of leader and take the prominent part
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