13137660 UniLever Pakistan

8/9/2019 13137660 UniLever Pakistan

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GROUP MEMBERS

ATIF

ALEENA

ARSALAN

YAWAR

TUFAIL


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HISTORY

Lever brothers is founded by WILLIAM

HESKETH LEVER in 1890

Key player in food & householdproduct industry

Historically grew through acquisitions


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INTRODUCTION

LEVER BROTHERS, THE OLD NAME OFUNILEVER CHANGED INTO UNILEVER

AFTER THE MERGER OF LEVER BROTHERS

& MARGARINE UNIE IN 1930

UNILEVER IS A MULTI NATIONAL COMPANY

IT IS ONE OF THE LARGEST CONSUMER

GOODS COMPANIES IN THE WORLD

ITS BRANDS ARE ON SALE IN 151COUNTRIES


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CONT.

UNILEVER DOESNT RETAIL

UNDER ITS OWN NAME BUT

WITH BRAND NAMES LIKE SURFEXCEL,LIPTON,SUNSILK ETC

TODAY UNILEVER EMPLOYEES

179,000 PEOPLE IN 100COUNTRIES WORLDWIDE


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MISSION STATEMENT

Unilever's mission is to add Vitality to life.

We meet everyday needs for nutrition;

hygiene and personal care with brandsthat help people feel good, look good and

get more out of life.


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LOGO & SLOGAN

This is the logo of

UNILEVER

SLOGAN

FEEL GOOD, LOOK GOOD

AND GET MORE OUT OF

LIFE


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MANAGEMENT

BOARD OF DIRECTORS


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CONT

PATRICK CESCAU

CHIEF EXECUTIVE

OFFICER(CEO) OFUNILEVER


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UNILEVER PAKISTAN

UNILEVER PAKITAN FORMERLY

LEVER BROTHERS WAS

ESTABLISHED IN PAKISTAN IN 1958

FIRST SITE IN PAKISTAN WAS RAHIM

YAR KHAN

LARGEST FMCG COMPANY NOW

OPERATING AT SIX LOCATIONS IN

PAKISTAN


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GENERAL INFO

NO. OFEMPLOYEES 1677

SHARES 13,293,869

SHARE HOLDERS4171

STOCK EXCHANGEKARACHI

REVENUE 40.187BILLIONS(2008)

MR.EHSAN A.MALIK

CEO IN PAKISTAN


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PORTFOLIO ANALYSIS

BCG MATRIX

SWOT ANALYSIS


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BCG MATRIX


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STARS

High growth rate & high market share

Lux

SunsilkWalls

Fair & lovely

RafhanEnergile


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CASH COWS

Low growth rate & high market share Surf excel Ponds

Lipton Close up Blue band Lifebuoy soap

Rexona Knorr


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DOGS

Low growth rate & low market

share

Wheel

Supreme tea

Lifebuoy shampoo


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QUESTION MARKS

High growth rate & low market

share

Clear shampoo

Rin

Comfort


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STRENGTHS

Strong company image

Strong brand portfolio

Success of the sloganQuantity & variety

Effective & attractive packaging

High quality man power


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CONT

Solid base of the company

Innovative aspects

Corporate behaviourHealth & personal careproducts

Help people getting more outof life


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WEAKNESSES

High prices of products

Substitutes products

Policy of spending for the

social responsibility

Lack of control in the market


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CONT

Dual leadership

Decrease in revenues

Reduced spending for research

& development


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OPPORTUNITIES

Changing life style of people

New markets

Increase the volume of

production

Focus on R&DLow income consumers


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CONT

Help in improving people diet &

daily lives

AXE

IGLO


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THREATS

Competitors(P&G,)

Political effects

Legislative effect

Environmental effect

Economic crises

Obstacle faced


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CONT

Change in life style of people

Chance for price war

Increase in production & labour

cost


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COMPETITIVE STRATEGY

Due to slow performance in emergingmarkets as compared to competitorsunilever adopt GROWTH STRATEGY

Reduced portfolio to 400 brandsFocus on R&D & innovative product

Growth through acquisitions

But this strategy failed in 2004 duefailure in advertising & marketing effort

Reported net loss of 318M dollars


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CONT

So whats next???

Then unilever adopt two strategies

3. Reorganize organizational structure to

focus on needs and wants of consumers &brand management

4. Implement unilever believers, product &brand extensions, use advertisement that

connects with consumer needs & increaseconsumer focus on health & nutritionproducts


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PRODUCT OF FOCUS

SURF EXCEL It is the oldest detergent

To be present in Pakistan Since 1960.It believes

That children must be

free to experience their

LIFE for themselves


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PRODUCT

SURF EXCEL

Advance

TropicalSmall & mighty

Automatic

Blue detergentQuick wash


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CONT

Quality: Removal of stain 10/10reflects its quality

Brand name: Strong brandname

Packaging: attractive, colourful

& uniqueConvenience product


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RANGE OF PRODUCT

2KG 1KG 500G 200G 100G 60G


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PRICE

2kg 1kg 500g 100g 60g 25g

Rs405 Rs210 Rs115 Rs20 Rs10 Rs05


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CONT

Its prices are comparatively

low as compared to its

competitors like ArielMarket skimming strategy

Discounts: e.g: 10% on 500g &20% on 1000g pack


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PLACE


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CONT

Great distribution & availability

Covering throughout Pakistan

Distribution channel


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PROMOTION

Promotion is mainly through

Ads,billboards

Public relation(parks,art club &games for children)

Sales promotion


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MARKET SEGMENTATION

Demographically:

Surf excel tropical

Surf excel blue

Surf excel automatic

Surf excel advance


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GEOGRAPHICALLY

Surf excel quick wash


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TARGETING

Surf excel topical targeted thesegment which are moreconscious about fragrance

Surf excel blue targeted those whocare about their fabrics

Surf excel automatic has lowleather formula use in only

washing machines


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CONT

Surf excel advance targeted the

high class

Surf excel quick wash targetedhilly areas


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POSITIONINGPositioning of surf excel is due to:Brand name

High quality

Attractive packing

Removes stains 10/10

Dirt is good(every child has theright to play and discover his ownworld)


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THE END!!


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ANY DOUBTS OR

QUESTIONS???


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THANK YOU!!!

13137660 UniLever Pakistan

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