Unilever promotional mix

DEDICATION We dedicate our work to our Parents who support us throughout our life and make us proud on where we w e are now.

1 THE TREND SETTERS BBA-19 (MARKETING)

ACKNOWLEDGMENT We appreci appreciate ate the support support from from our friend friend SYED SYED SIBT-UL SIBT-UL-HA -HASAN SAN who support us during the whole project, we are thankful to MR. ALI KARAMANI (Manager Sales). And we also acknowledge the true support of MADAM IRUM KHATTAK who gives us a chance to experience the market in real.


INTRODUCTION:

No matter who you are, or where in the world you are, the chances are that our products products are a familiar part of your daily routine. Every day, around the world, people reach for Unilever products.

UNILEVER TODAY: Our brands are trusted everywhere and, by listening to the people who buy them, we've grown into one of the world's most successful consumer goods companies. In fact, 150 million times a day, someone somewhere chooses a Unilever product. Unilever is one of the world's leading suppliers of fast moving consumer consumer goods we have a portfolio of brands that are popular across the globe - as well as regional products and local varieties of famous-name goods. This diversity comes from two of our key strengths. 

Strong roots in local markets and knowledge of the local culture

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World-c World -clas lass s bu busin siness ess ex exper pertis tise e app applie lied d int intern ernati ation onall ally y to se serv rve e co consu nsume mers rs everywhere.

The acquisition of Best foods in 2000 brought us leadership in the culinary category. Knorr is now our biggest brand, with €2.3 billion sales in over 100 countries and a product range covering soups, bouillons, sauces, noodles and complete meals. e are the number one producer of frozen foods in Europe, under the Findus brand in Italy, Birds Eye in the UK and Igloo in other European countries. We lead the home care market in much of the world, which includes cleansing and hygiene products. products. Within the persona personall care market, we are global leaders in products for skin cleansing, deodorants and antiperspirants. our global core brands in the personal care market are Axe, Dove, Lux, Pond's, Rexona and Sunsilk.

HISTORY: 3 THE TREND SETTERS BBA-19 (MARKETING)

Unilever's corporate mission – to add vitality to life – shows how clearly the business understands 21st century-consumers and their lives. But the spirit of this mission forms a thread that runs throughout our history.

Helping people get more out of life:

In the 1890s William Hesketh Lever founder of Lever Bros wrote down his ideas for Sunlig Sunlight ht Soap his revolutionary revolutionary new produc productt that helped popularize cleanlin clea nliness ess and hyg hygien iene e in Vict Victoria orian n Eng England land.. It was to make cleanline cleanliness ss commonplace to lessen work for women to foster health and contribute to personal attractiveness that life may be more enjoyable and rewarding for the people who use our products.

Balancing Profit with Responsible Corporate Behavior:

In the late 19th century the businesses that would later become Unilever were among the most philanthropic of their time. They set up projects to improve the lot of their workers and created products with a positive social impact, making hygiene and personal care commonplace and improving nutrition through adding vitamins to foods that were already daily staples. Today,, Un Today Unile ileve verr st still ill be belie lieves ves th that at suc succe cess ss me means ans act acting ing wi with th 'th 'the e hig highe hest st standards of corporate behavior towards our employees, consumers and the societies and world in which we live'. Over the years we've launched or participated in an evergrowing gro wing range of init initiati iatives ves to sou source rce sus sustain tainable able sup supplie plies s of raw mate material rials, s, prot protect ect environments, support local communities and much more


TIMELINE


9th

Although Unilever wasn't formed until 1930, the companies that joined c forces to create the business we know today were already well established e before the start of the 20th century. nt ur y


1900s 1900s

Unilev Unilever' er's s found founding ing compani companies es prod produce uced d produc products ts made made of oils oils and and fats fats,, principally soap and margarine. At the beginning of the 20th century their expansion nearly outstrips the supply of raw materials.



1910 1910

Tough Tough economi economic c conditio conditions ns and the the First World World War make make trading trading difficu difficult lt for everyone, so many businesses form trade associations to protect their shared interests.



1920 1920s s

With With bus busin ines esse ses s expa expand ndin ing g fast fast,, comp compan anie ies s set set up neg negot otia iati tion ons s intending to stop others producing the same types of products. But instead they agree to merge - and so Unilever is created.

1930 1930s s

Unile Unilever ver's 's firs firstt dec decad ade e is no easy easy ride ride:: it start starts s with with the the Gre Great at Dep Depre ressi ssion on and ends with the Second World War. But while the business rationalizes operations, it also continues to diversify.

1940 1940s s

Unil Unilev ever er's 's ope opera rati tion ons s arou around nd the the wor world ld beg begin in to to frag fragme ment nt,, but but the the business continues to expand further into the foods market and increase investment in research and development

1950 1950s s

Busi Busine ness ss boom booms s as as new new tech techno nolo logy gy and and the the Eur Europ opea ean n Eco Econo nomi mic c Community lead to rising standards of living in the West, while new markets open up in emerging economies around the globe.

1960 1960s s

As the the worl world d eco econo nomy my expa expand nds s so so doe does s Uni Unile leve verr and and it set sets s abo about ut developing new products, entering new markets and running a highly ambitious acquisition programmed.

1970 1970s s

Hard Hard eco econom nomic ic cond conditi itions ons and and hig high h infl inflati ation on make make the '70s '70s a tough tough time time for everyone, but things are particularly difficult in the Fast Moving Consumer Goods (FMCG) sector as the big retailers start to flex their muscles.

1980 1980s s

Unil Unilev ever er is is now now one one of the the worl world' d's s bigg bigges estt comp compan anie ies, s, but but tak takes es the the decision to focus its portfolio, and rationalize its businesses to focus on core products and brands.

1990 1990s s

The The busi busine ness ss exp expan ands ds int into o Cent Centra rall and and East Easter ern n Euro Europe pe and and fur furth ther er sharpens its focus on fewer product categories, leading to the sale or withdrawal of two-thirds of its brands.

The 21st The decade starts with the launch of Path to Growth, a five-year ce strategic plan, and in 2004 further sharpens its focus on the needs of ntu 21st century-consumers with its Vitality mission. ry 11 THE TREND SETTERS BBA-19 (MARKETING)

History of Unilever Pakistan: In the world of consumer products Unilever Pakistan has created an indelible name for itself with brands such as Lifebuoy, Lux, Surf and Walls.

UNILEVER PAKISTAN LIMITED NEEDS NO INTRODUCTION: By far the largest consumer products company in Pakistan, UPL is a part of the consumer products giant Unilever. UPL was established some fifty years ago in the then newly created Pakistan. The town of Rahim Yar Khan was the site chosen for setting up a vegetable oil factory in 1958 and that is where the first UPL manufacturing facility developed.

Now a force to be reckoned with: Today, Unilever Pakistan is a force to reckon with. Its contribution to Pakistan's economic development cannot be overestimated. Now operating four factories at different locations around the country, the company contributes a significant proportion of the country's taxes. It employs a large number of local managers and workers. It provides a pool pool of well well-t -tra rain ined ed and and high highly ly moti motiva vate ted d manp manpow ower er to othe otherr segm segmen ents ts and and has has introduced new and innovative technologies into the country. The UPL Head Office was shifted to Karachi from the Rahim Yar Khan site in the mid 60's. By this time the once dusty and sleepy village was the hub of activities for UPL. A residential estate situated near the factory is the home of UPL employees at Rahim Yar Khan.


PROMOTIONAL MIX IN UNILEVER

Unilever uses its promotional mix through the following steps: 

ADVERTISING

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PERSONNEL SELLING

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SALES PROMOTION

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PUBLIC RELATIONS

ADVERTISING: Pres Presen enta tati tion on and and prom promot otio ion n of idea ideas, s, good goods, s, or serv servic ices es by an iden identi tifi fied ed sponsor sponsor.. Exampl Examples: es: Print Print ads, ads, radio, radio, televisi television, on, billboa billboard, rd, direct direct mail, mail, brochur brochures es and catalogs, catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails.

PERSONNEL SELLING: 13 THE TREND SETTERS BBA-19 (MARKETING)

Process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation. Examples: Sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing. Can be face-to-face or via telephone.

SALES PROMOTION: Medi Media a and and nonnon-me medi dia a mark market etin ing g comm commun unic icat atio ion n are are empl employ oyed ed for for a prepredetermined, limited time to increase consumer demand, stimulate market demand or improve improve product product availab availability ility.. Exampl Examples: es: Coupons Coupons,, sweepsta sweepstakes, kes, contests contests,, product product samp samples les,, rebat rebates es,, tie-in tie-ins, s, selfself-liq liquid uidat ating ing premi premium ums, s, trade trade shows shows,, trade trade-in -ins, s, and exhibitions.

PUBLIC RELATIONS: Paid intimate stimulation of supply for a product, service, or business unit by planting significant news about it or a favorable presentation of it in the media. Examples: Newspap Newspaper er and magazine magazine article articles/re s/report ports, s, TVs and radio radio presenta presentation tions, s, charita charitable ble contributions, speeches, issue advertising, and seminars.

PERSONNEL SELLING:

A direct Vendor Selling Activity was coordinated and carried out during the summer summer months months of June, July, and August August 1999 1999 in Lahore. Lahore. A team team of vendors, vendors, clad in branded T-shirts, caps and jackets, sold chilled 0.5 liter bottles to travelling travelling customers on all major intersections. The brand got great mileage out of this innovative idea of personal selling in terms of brand awareness, paid trial, image as well as real sales.

SALES PROMOTION:


Specific promotions of Unilever beverages were arranged in some of the key outlets of Lahore .Elaborate shelf space was acquired for product display and specially designed POS material was extensively used to promote sales. On a 12-bottle purchase of 1.5 ml, one 1.5 ml bottle was offered free to consumers. consumers. Similarly on a 6-bottle purchase of 1.5 ml, one 0.5 ml bottle was offered free. Regarding trade promotion, the retailer was also given an additional discount of 4 % during this sales promotion. Not only did the sales of Unilever grow tremendously during the promotion, these continued at a higher pace even after it was over.

PUBLIC RELATIONS: As far as the public relations are concerned, the organization releases an annual report which includes the company's financial statements along with the sales of all product categories. The annual report is mainly aimed at the stockholders. However, another very important form of public relations is the newsletters and bi-monthly magazines issued by the organization. A huge amount of information is found in these regarding the products and their promotion. In the same way, Unilever was given quite a bit of importance in the newsletters issued after its launch, which obviously helped incretion of the awareness of this brand.

PRINT ADVERTISING: The print media have always been a popular advertising medium. Advertising products via newspapers or magazines is a common practice. the print media also offers options like promotional brochures and fliers for advertising purposes. Unilever Pakistan also very much involved in making the presence in consumers mind mind by print print adver advertis tisem ement ents. s. Unile Unileve verr is using using almost almost all meth methods ods to captu capture re the consumer’s attraction. Some are listed below 

News Papers:

Unilever always go on top in ranking when it comes to deliver the message effectiv effectively ely to the consum consumer. er. They They use very handy handy tool tool “Newsp “Newspaper aper”” to deliver deliver their message for promotion their product or introducing new one in the market. That would help in increasing the awareness of product ad also makes the sales healthier. Unilever use use many many of the brand brands s to advert advertis ise e in newsp newspape apers rs like, like, The The News News,, Dawn Dawn,, Jung. Jung. Khabrain, akhbaar e jahaan. Etc. 15 THE TREND SETTERS BBA-19 (MARKETING)

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Magazines:

Unile Unilever ver is also also using using that that tool tool to exchan exchange ge the infor informa matio tion n abou aboutt the the product to the consumers. It is quite obvious thing that people do read the magazines. And And goo goo adve adverti rtise seme ment nt can attrac attractt them. them. Unile Unileve verr Pakis Pakista tan n by keepi keeping ng the targe targett audienc audience e in mind mind actually actually targets targets Females Females more. As house house hold products products are more rottenly used by females. They advertise in “ Time, Time, Firdoys, Life, Lounge, Humsay, ext. 

Broachers & Flayers:

Broach Broachers ers and and flaye flayers rs are are also also very very helpf helpful ul tool tool to prom promot ote e the the brand brand.. Unilever do advertise through Broachers and Flayers in large scale, they merchandise the product by their merchandisers in every market they visit and provide their product. Displaying Displaying the product through Broachers and flayers in front of the shop is an easy way to convey your message to consumer.

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Television/Radio:

TV comm commer ercia cials ls are are the most most affect affective ive and and easy easy way way to deliv deliver er your your message to others. Unilever advertise through Broadcast media very aggressively. Every new product advertised on TV screen and Radio, to make people aware of product and build the relationship amongst the product and the people. Unilever approaches almost all TV channels for advertising. For example “GEO TV, AAJ, HUM, DUNIYA NEWS, FASHION TV, MASALA TV, and many more. 

Bill Boards:

Unilever advertise heavily through Bill boards. They target the main Roads of city and display their product on the big screen. This is good place to advertise the product, because everyone uses the road for journey and un consciously attractiveness in ads will force the consumers to take a look at them. Unilever also use the tool of displaying their name in front of shops by make their Electric Boards for display by their name. 

Internet:

Unile Unilever ver use use intern internet et to adver advertis tise. e. And And target targets s the the audie audience nce throu through gh different well known and well established websites. They place the Banner Ads aside the


page or at Top of the page. They are also using Social Networking sites to be in touch with their consumers all the time. Like Facebook, tweeter, Orkut ext.

PEROSNAL SELLING: Personal selling occurs where an individual salesperson sells a product to a client. Salespeople match the benefits of their offering to the specific needs of a client. Unilever do use this met Unilever method hod to sell their product product in big organizatio organizations, ns, hotels, hotels, motels, Restaurants. But the image of a product states its need in market which is very satisfactory. FMCG don’t need more of hassle to sell its product. It is daily used product and offer best quality in returns of consumer’s believe in product.

SALES PROMOTION: Sales promotion is the process of persuading a potential customer to buy the product. Sales promotion is designed to be used as as a short-term tactic to boost sales – it is not really designed to build long-term customer loyalty. Some sales promotions are aimed aimed at cons consum umers ers.. Other Others s are targe targete ted d at inter interme media diarie ries s (such (such as agent agents s and and wholesalers) or at the firm’s sales force. To increase the sale of any product Unilever Pakistan adopts different measures like sample, gift, bonus, and many more. These are known as tools or techniques of sales sales promo promotio tion. n. There There Is more more about about some some of the the comm common only ly used used tools tools of sales sales promotion in Unilever.

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Free samples:

Samples of shampoo, washing powder, coffee powder, etc are provided In stores, markets markets for free. It consist of the same product like original but In lesser quantity, packaging. 

Bonus offer:


Increase in quantity is called bonus offer for the consumer, which enables him to purchase more by giving same amount. Unilever gives many bonuses in its existing product time by time. 

Whole seller schemes:

Unilever also offer different discount rates for its whole sellers. To increase the interest and encourage the wholesale purchase discount offers also remains very positive business. METRO Store and CSD Store in Rawalpindi and Islamabad are the best examples of purchasing the product in larger quantity with discount rate. 

Price-off offer:

Under this offer, products are sold at a price lower than the original price Rs 2 off on purchase of lifebuoy soap, Rs. 15 off on a pack of 250 grams of Tea, Rs. 1000 off on cooler etc. are some of the common schemes. These schemes are designed to boost up sales in off-season and sometimes while introducing a new product in the market. 

Fairs and Exhibitions:

Fairs and exhibitions may be organized at local, regional, national or international level to introduce new products, reveal the products. Their sale is also conducted at a reasonable discount. National Trade Fair held in Karachi last summer which is held from 14th to 27th November every year, is a well known example of Fairs and Exhibitions as a tool of sales promotion of Unilever Pakistan.


Unilever promotional mix

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