Unilever

GROUP MEMBERS M. Shiraz Khan Ramsha Fatima Naeem Akram Beena Ambreen M. Tahir Sabir

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

UNILEVER STAFF TODAY UNILEVER EMPLOYEES 179,000 PEOPLE IN 150 COUNTRIES WORLDWIDE TODAY UNILEVER EMPLOYEES IN PAKISTAN ARE1677.

MISSION STATEMENT

Unilever's mission is to add Vitality to life.

LOGO

This is the logo of “UNILEVER”

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

MANAGEMENT

BOARD OF DIRECTORS

CEO UNILEVER

“PAUL POLMAN” CEO OF UNILEVER (FROM OCT. 08)

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

CEO UNILEVER PAKISTAN

MR.EHSAN A.MALIK CEO IN PAKISTAN

GENERAL INFORMATION NO. OF EMPLOYEES 1677 SHARES 13,293,869 SHARE HOLDERS 4171 REVENUE 40.187 BILLIONS (2008)

PORTFOLIO ANALYSIS BCG MATRIX SWOT ANALYSIS

BCG MATRIX

STARS PRODUCTS OF ULP 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 Quantity & variety Effective & attractive packaging High quality man power

CONT… Solid base of the company Innovative aspects Corporate behavior 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 Low income consumers

CONT… Help in improving people diet & daily lives

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

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

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

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…!!

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