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Unilever of Pakistan

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					HISTORY
• Lever brothers is founded by WILLIAM HESKETH LEVER in 1890 • Key player in food & household product industry • Historically grew through acquisitions

INTRODUCTION
LEVER BROTHERS, THE OLD NAME OF UNILEVER 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 151 COUNTRIES

CONT….
UNILEVER DOESN’T RETAIL UNDER ITS OWN NAME BUT WITH BRAND NAMES LIKE SURF EXCEL,LIPTON,SUNSILK ETC… TODAY UNILEVER EMPLOYEES 179,000 PEOPLE IN 100 COUNTRIES WORLDWIDE

MISSION STATEMENT
Unilever's mission is to add Vitality to life. We meet everyday needs for nutrition; hygiene and personal care with brands that help people feel good, look good and get more out of life.

LOGO & SLOGAN
This is the logo of “UNILEVER”

“SLOGAN” “FEEL GOOD, LOOK GOOD
AND GET MORE OUT OF LIFE…”

MANAGEMENT

BOARD OF DIRECTORS

CONT…
“PATRICK CESCAU” CHIEF EXECUTIVE OFFICER(CEO) OF UNILEVER

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

GENERAL INFO…
NO. OF EMPLOYEES 1677 SHARES 13,293,869 SHARE HOLDERS 4171 STOCK EXCHANGE KARACHI REVENUE 40.187 BILLIONS(2008)

MR.EHSAN A.MALIK CEO IN PAKISTAN

PORTFOLIO ANALYSIS

BCG MATRIX SWOT ANALYSIS

BCG MATRIX

STARS
High growth rate & high market share Lux Sunsilk Wall’s Fair & lovely Rafhan Energile

CASH COWS
Low growth rate & high market share
Surf excel Ponds Lipton Close up Blue band Lifebuoy soap Rexona Knorr

DOGS
Low growth rate & low market share Wheel Supreme tea Lifebuoy shampoo

QUESTION MARKS
High growth rate & low market share Clear shampoo Rin Comfort

STRENGTHS
Strong company image Strong brand portfolio Success of the slogan Quantity & variety Effective & attractive packaging High quality man power

CONT…
Solid base of the company Innovative aspects Corporate behaviour Health & personal care products Help people getting more out of life

WEAKNESSES
High prices of products Substitutes products Policy of spending for the social responsibility Lack of control in the market

CONT…
Dual leadership Decrease in revenues Reduced spending for research & development

OPPORTUNITIES
Changing life style of people New markets Increase the volume of production Focus on R&D Low income consumers

CONT…
Help in improving people diet & daily lives AXE IGLO

THREATS
Competitors(P&G,) Political effects Legislative effect Environmental effect Economic crises Obstacle faced

CONT…
Change in life style of people Chance for price war Increase in production & labour cost

COMPETITIVE STRATEGY
Due to slow performance in emerging markets as compared to competitors unilever adopt “GROWTH STRATEGY” Reduced portfolio to 400 brands Focus on R&D & innovative product Growth through acquisitions But this strategy failed in 2004 due failure in advertising & marketing effort Reported net loss of 318M dollars

CONT…
So what’s next??? Then unilever adopt two strategies 1. Reorganize organizational structure to focus on needs and wants of consumers & brand management 2. Implement unilever believers, product & brand extensions, use advertisement that connects with consumer needs & increase consumer focus on health & nutrition products

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…

PRODUCT
SURF EXCEL Advance Tropical Small & mighty Automatic Blue detergent Quick wash

CONT…
Quality: Removal of stain 10/10 reflects its quality Brand name: Strong brand name Packaging: attractive, colourful & unique Convenience product

RANGE OF PRODUCT

2KG

1KG

500G

200G

100G

60G

PRICE

2kg Rs405

1kg Rs210

500g Rs115

100g Rs20

60g 25g Rs10 Rs05

CONT…
Its prices are comparatively low as compared to its competitors like Ariel Market skimming strategy Discounts: e.g: 10% on 500g & 20% on 1000g pack

PLACE

CONT…
Great distribution & availability Covering throughout Pakistan Distribution channel

PROMOTION
Promotion is mainly through Ads,billboards Public relation(parks,art club & games for children) Sales promotion

MARKET SEGMENTATION
Demographically: Surf excel tropical Surf excel blue Surf excel automatic Surf excel advance

GEOGRAPHICALLY
Surf excel quick wash

TARGETING
Surf excel topical targeted the segment which are more conscious about fragrance Surf excel blue targeted those who care about their fabrics Surf excel automatic has low leather formula use in only washing machines

CONT…
Surf excel advance targeted the high class Surf excel quick wash targeted hilly areas

POSITIONING
Positioning of surf excel is due to: Brand name High quality Attractive packing Removes stains 10/10 Dirt is good(every child has the right to play and discover his own world)

THE END…!!

ANY DOUBTS OR QUESTIONS???

THANK YOU!!!


				
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