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GROUP MEMBERS
GROUP MEMBERS
HISTORY •
Lever brothers is founded by WILLIAM HESKETH LEVER in 1890
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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
MISSION STATEMENT
Unilever's mission is to add Vitality to life.
MISSION STA TEMENT
“Unilever's mission is to add vitality to life. We meet everyday needs for nutrition, hygiene, and personal care with brands that help people
LOGO
This is the logo of “UNILEVER”
SLOGAN “FEEL
GOOD, LOOK GOOD AND GET MORE OUT OF LIFE…”
UNILEVER STAFF TODAY UNILEVER EMPLOYEES 179,000 PEOPLE IN 150 COUNTRIES WORLDWIDE TODAY UNILEVER EMPLOYEES IN PAKISTAN ARE1677.
MANAGEMENT
BOARD OF DIRECTORS
CEO UNILEVER
“PAUL POLMAN” CEO OF UNILEVER (FROM OCT. 08)
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Mr. m k
INNOVA TIVE MA NA GEMENT They are focusing on 4 central areas: 1. Bigger jobs for bigger people. 2. Globalization & breaking down geographical borders. 3. Multi_zonal management. 4. Information management & shortening time spans.
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)
Stars Products Br ooke Bond Supreme Walls L ux L ipton green tea Sunsilk Ponds Face Wash
Rafhan
CASH COWS Low growth rate & high market share •
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Surf excel Ponds Lipton Close up Blue band Lifebuoy soap Rexona Knorr
DOGS Low growth rate & low market share •
Wheel
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Supreme tea
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Lifebuoy shampoo
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Ponds
QUESTION MARKS High growth rate & low market share •
Clear shampoo
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Rin
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Lifeboy soap
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
S u r f E x c e l, m a in l y U n i l e v e r h a s a n e w P h e n o m e n a . It c o n s u l t s a ll 3 t r a d e m o d e l s (General trade, L oc al m o d ern trad e, and In t e r n a ti o n a l m o d e r n t r ad e ) w h i l e d e s i g n i n g p a c k a g i n g f o r S u r f Ex c e l . P ac k ag i n g s h o u l d b e t o c r e at e im p u l s i v e d e s i r es , an d i t s h o u l d s t an d o u t a m o n g i t s c o m p e ti t o r s . It i s w h er e P r o d u c t d e v e lo p m e n t te am an d m ar k e t er s c o m e i n t o ac t i o n i n f u r n i s h i n g p a c k ag i n g s t a n d a r d s f o r al l i t s p r o d u c t r an g es .
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
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) •