UNILEVER (Soap Division)Short Introduction: Unilever is a multi-national company, shaped of Anglo-Dutch parentage that possesses many of the world's consumer product brands in foods, beverages, and personal care products. Unilever employs nearly 180,000 people and had worldwide revenue of almost 40 billion, or just over US$62 billion, in 2005. Were assigned the task to discuss the soap division of Unilever. So currently, Unilever has three products in its soap division. Firstly, wed like to introduce those three soaps and then well go for questions.

LUX SOAP

DOVE SOAP

LIFEBUOY SOAP

BRIEF INTRODUCTIONLUX SOAP:LUX toilet soap was introduced as bathroom soap in the US in 1925 and in the UK in 1928 as a brand extension of LUX soap flakes. Subsequently LUX soap has been marketed in several forms, including hand wash, shower gel and cream bath soap. The very first advertisement in 1929 featured Leela Chitnis as its brand ambassador. It was branded in India as "the beauty soap of film stars"

DOVE SOAP:Dove is a personal care brand owned by Unilever. Dove is formulated to be pH neutral, with a pH that is usually between 6.5 and 7.5. Dove's logo is a silhouette profile of a dove, the color of which often varies. Dove's products include: antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, hair care and facial care products.

LIFEBUOY SOAP:UNIVERSITY OF MANAGEMENT AND TECHNOLOGY

Lifebuoy is one of Unilever's oldest brands. Lifebuoy has become more than just a bar of soap today the brand provides hygiene and health solutions for families and Lifebuoy soap has been proven in laboratories to provide 100% more effective germ protection than ordinary soaps. Nearly half of the Lifebuoy brand's consumption is in rural Asia, where most of the population lives on less than US$1 per day.

QUESTIONS:The stage of marketing evolution they are experiencing. Also give justification to your answers. The company is experiencing marketing concept in its organization and obviously this implies to the soap division as well. Youll find justification of this thing on the tab of Lifebuoy Soap. Theyve also described in their website that they found some diseases and then they formulated lifebuoy soap.

Are they providing all the five types of utility to their customers? Why or why not? Form Utility: If we talk about the form utility of the soaps, well discuss only LUX and LIFEBUOY. You can easily find that 2 3 years back, the shape of the LUX is simple oval and now its available with emboss wording and piece of particular fruit ingredient like peach or almond that feels good. Now lets talk about the lifebuoy. Lifebuoy soap's classic hard red brick shape has been replaced with a new signature Lifebuoy shape. The new shape makes the bar easier to grip and use Place Utility: The soaps of UNILEVER are available in everywhere in Pakistan and other countries very easily. You just need to say the name and its available there. Time Utility: We just can say it is available every time when we need it. Information Utility: As UNILEVER is the multi-national company so they spend heavy on their products promotion. They deeply focus on informing their customers about the product in the best manner and on-time. Like weve seen many TV Ads and billboards. Image Utility: If we hear about LUX, we suddenly get the image of famous actressUNIVERSITY OF MANAGEMENT AND TECHNOLOGY

Reema because its the beauty soap. And in case of Lifebuoy, we see the whole story of germs fight because it is the antibacterial soap. Possession Utility: Everybodys the buying power for these soaps because theyre very much common in our country. These soaps are available in average prices. Who comprise all the three types of competition to each of the organization? Theres a strong competition between UNILEVERs lifebuoy and LUX, P&Gs safeguard and Zulfiqar Industrys Capri. All the companies are producing Soaps i-e Homogenous products so they are having highly intense competition between them. 1- Alternate: LUX Capri Lifebuoy Safeguard 2- Substitute: Solid Soap Liquid Soap and Paper Soap 3- Anything Available in the market: It can be said that Face Wash creams are fit for this points. Name and list all the external micro-environmental factors that are affecting the companys marketing effort. EXTERNAL MICRO ENVIRONMENTAL FACTORS

Suppliers: The suppliers of these soaps are TV, Billboards, Media (both Print and Electronic), and News Papers (like JANG and DAWN). Now all these Suppliers are affecting in such a way that people are easily getting all the information regarding their products. People see their ads on TV channels, Billboards and news papers etc. Intermediaries 1: The Intermediaries are the Advertising Agencies like Orient Advertising Agencies Pvt Ltd. Intermediaries 2: Distributors lie in this section. Unilevers distributors in Pakistan is S.B.E (Pvt) Ltd. Therere many retailers and agents not even in Pakistan but in the whole world. Market:UNIVERSITY OF MANAGEMENT AND TECHNOLOGY

The whole country is the market of Unilever but we can also say that the whole world where the Unilever is, is the market of the company. Agents and distributors are also in Lahores Shahalam Market. Its head office in Pakistan is situated in Karachi and the main head office of the company is situated in London and Rotterdam.

UNIVERSITY OF MANAGEMENT AND TECHNOLOGY

NOKIAShort Introduction: Nokia is focused on wireless and wired telecommunications, with 112,262 employees in 120 countries, sales in more than 150 countries and global annual revenue of 51.1 billion euros and operating profit of 8.0 billion as of 2007. NOKIA is producing Mobile Phones, Smart Phones, Multimedia Computers and Networks. Well discuss the NOKIA as a whole.

MOBILE PHONE

SMART PHONE

NOKIA TV

NETWORK

QUESTIONS:The stage of marketing evolution they are experiencing. Also give justification to your answers. NOKIA is experiencing selling and marketing concept. Theyve the quality products around 150 countries and spending heavily on promotions. Thats why we say that theyre experiencing selling concept. Theyre also experiencing marketing concept because they first understood the needs and wants of the customer. They launched color cell phone then cell phone with cameras and TV.

UNIVERSITY OF MANAGEMENT AND TECHNOLOGY

Are they providing all the five types of utility to their customers? Why or why not? Form Utility: Well take the example of mobile phones which is the very popular product of the company. When they launched their first mobile phone, it was so heavy and big. Then they introduce some new mobiles with low weight with small size according to the needs of the customer. Now theyve introduced slim mobile phones which are very easy to carry in your pocket and fit to your palm size. Theyve very low weight and small size and as well as new functions and features. Accessories of all the parts of NOKIA are also easily available. Place Utility: NOKIA mobile phones and other products are easily available in the market. Because the company is working in more than 150 countries. Whether you want new or used products. Theyre available whenever you need. Time Utility: Every time, the products are available in the market. Information Utility: As the company is now Multinational company, they spend a lot in advertising. They introduce and inform their customers through print media and electronic media. Image Utility: The image utility of NOKIA is just the quality and long life products. They use less testimonials in their advertisements. Whenever you say NOKIA, the person would have the image of Quality Cell Phones and accessories. Possession Utility: NOKIA products are divided into three categories. Low price with limited functions, medium and expensive with powerful tools. Everyone can possess their products according to their ability. But in Pakistan, people uses NOKIA whether it is used and new. Who comprise all the three types of competition to each of the organization? 1- Alternate: Sony Ericsson, Motorola, Samsung, China Mobiles. 2- Substitute: Wireless, PTCL, Pager, E-mail 3- Anything Available in the market: It can be anything. Suppose we go for some music phone then we can also buy I-Pods or walkmans.

UNIVERSITY OF MANAGEMENT AND TECHNOLOGY

Name and list all the external micro-environmental factors that are affecting the companys marketing effort. EXTERNAL MICRO ENVIRONMENTAL FACTORS

Suppliers: The supplier is print media and electronic media. Like Jang News Paper, Yahoo website, Hotmail or MSN website and AXN Channel. Intermediaries 1: The Intermediaries are the Advertising Agencies. Intermediaries 2: Distributors lie in this section. In Pakistan, therere many distributors of NOKIA cell phones but theres no any distributor of its TV. United Mobiles Ltd, MobileZone and Chimera are the distributors of the NOKIA. Market: NOKIA has its market in many countries and they focus on all type of class. Like business class, economy class and job holders etc. In Pakistan, Al-Hafeez Centre is the main point of new NOKIA cell phones and Hall Road is the main market of NOKIA used phones.

UNIVERSITY OF MANAGEMENT AND TECHNOLOGY

NESTLE MILKPAKShort Introduction: Nestl has been serving Pakistani consumers since 1988, when its parent company, the Switzerlandbased Nestl SA, first acquired a share in Milkpak Ltd.

NESTLE is producing a wide range of Milk products for its Consumers. They are providing the Best quality Milk which they make in a complete and standard Hygienic processes which is extremely good for human health.

QUESTIONS:

The stage of marketing evolution they are experiencing. Also give justification to your answers. NESTLE MILKPAK is experiencing Selling Oriented concept. They are producing hygienic milk to fulfill the needs of human body. We said it Selling Oriented because they focus on quality and want to inform their customers effectively about their product.

UNIVERSITY OF MANAGEMENT AND TECHNOLOGY

Are they providing all the five types of utility to their customers? Why or why not? Form Utility: The first thing is that when they launched their milk, it was small in size. Its size according to the MILKPAK Company is (250 ml) Like shown on the right side.

Then they identified the need of more quantity milk, then they decided to launch another packing which looks like a square with more milk (500 ml) as shown in the figure.

They introduced the largest size of the milk on the further demand of the customers. Now this is the largest size of NESTLE MILKPAK which comprises 1500ML

Place Utility: NESTLE MILKPAK is available on almost all the general stores and departmental stores of the country anytime. You can easily go and buy the milk whenever you want. Time Utility: Its always available in the market. Customer dont have to hustle for this product. Information Utility: As the company is now Multinational company, they spend a lot in advertising. They inform their customers through print media and electronic media. Image Utility: Whenever a person thinks about it, it gives the sense of purity. Its slogan is also like Purity is everything They show the pure milk and whiteness in their advertisements. Possession Utility: NESTLE MILKPAK is the product which can be easily posses by any customer according to their ability because it is available in four sizes.

UNIVERSITY OF MANAGEMENT AND TECHNOLOGY

Who comprise all the three types of competition to each of the organization? 1- Alternate: Haleeb, Goodmilk, Candia. 2- Substitute: Powederd Milk like NIDO and Komel 3- Anything Available in the market: Liquid Yougurt, Plain Yougurt, Cream etc.

Name and list all the external micro-environmental factors that are affecting the companys marketing effort. EXTERNAL MICRO ENVIRONMENTAL FACTORS

Suppliers: Their suppliers can be farmers for the product manufacturing and Media for the promotions. Intermediaries 1: The Intermediaries are cows and buffalos for the product and the Advertising Agencies for the promotion. Intermediaries 2: Distributors are the retailers and wholesalers of the product. Market: The market of NESTLE MILKPAK is the whole country but they slightly focus on mediocre and upper class. Their head office in Pakistan is situated at Mall Road Lahore.

UNIVERSITY OF MANAGEMENT AND TECHNOLOGY

MASTER TILESShort Introduction: Master Tiles launched many types of tiles in market. The unbending accuracy, progressive originality and wonderful designs of our products reveal this dedication. It offers a recipe of beauty, technology and functionality at the utmost level.

WALL TILES

FLOOR TILES

QUESTIONS:

The stage of marketing evolution they are experiencing. Also give justification to your answers. Theyre experiencing Product concept. Because they focus on high quality tiles and they believes on it.

UNIVERSITY OF MANAGEMENT AND TECHNOLOGY

Are they providing all the five types of utility to their customers? Why or why not? Form Utility: Theyve different types of tiles now. Every size is fulfilling different needs according to physical structure which helps to reduce cost for their production and for the ultimate consumers. Place Utility: It is available only in few places. People have to go long for the purchasing of tiles. Now in Lahore, Shah Jamal and the college road is the main market of this product. Time Utility: There can be shortage due to political instability and by which consumer has to face some problems. Information Utility: We hardly see any billboards of the Master Tiles. We can say that theyre weak in this section. Image Utility: Theres no image utility of this company. Possession Utility: Its based on the customer and status of the customer. If theres a builder, he would definitely buy if he wants some quality tiles. Any individual can hardly buy it.

Who comprise all the three types of competition to each of the organization? 1- Alternate: Marble and Chips 2- Substitute: Cement 3- Anything Available in the market: Sand, Stones, Bricks.

UNIVERSITY OF MANAGEMENT AND TECHNOLOGY

Name and list all the external micro-environmental factors that are affecting the companys marketing effort. EXTERNAL MICRO ENVIRONMENTAL FACTORS

Suppliers: Labors of Ceramics makers are the Suppliers. Intermediaries 1: The Intermediaries are cows and buffalos for the product and the Advertising Agencies for the promotion. Intermediaries 2: Distributors are the retailers and wholesalers of the product. Market: They basically target the Building and Construction Market.

UNIVERSITY OF MANAGEMENT AND TECHNOLOGY

SALT N PEPPER RESTAURANTShort Introduction: SALT N PEPPER is the restaurant chain in major cities of Pakistan like Lahore and Karachi. But the famous one are in Lahore as SALT N PEPPER VILLAGE and SALT N PEPPER GRILL. They are well known for their wide variety of Continental, Chinese.

UNIVERSITY OF MANAGEMENT AND TECHNOLOGY

The stage of marketing evolution they are experiencing. Also give justification to your answers. Theyre experiencing Product concept. Because they focus on high quality food of all kinds like Chinese, Continental and Fast food. They prepare their all foods in complete Hygienic processes to ensure that they really cook and offer Best Quality Food to their customers. Are they providing all the five types of utility to their customers? Why or why not? Form Utility: Their all foods have such a demanding and attractive appearance that it attracts a lot of their customers to come and enjoy their quality and full of Taste food of all kinds. They keep offering new and seasonal tastes in their foods. Place Utility: As far as place is concerned, they have limited branches all over the country so people have to travel distances to reach their spots. Time Utility: They have offered some Time meals which vary accordingly. They have different meals for day time and also for breakfast and dinner. But they make sure that when ever the customer visits their restaurant at any time, they offer their customer the best food according to the time. Information Utility: We hardly see any billboards of the SALT N PEPPER RESTAURANTS. We can say that theyre weak in this section. Only in few places we see their any advertisement. Image Utility: Whenever we listen about SALT N PEPPER, we get the Environment of a Village because it interior and exterior looks like a Village. Possession Utility: Only the rich and elite class people come to this restaurant to enjoy their meals. Who comprise all the three types of competition to each of the organization? 1- Alternate: Bundu Khan and Fazal-e-Haq Dera. 2- Substitute: Fast food like KFC, McDONALDS, Pizza and Sandwiches like Subway 3- Anything Available in the market: Khokhas, Tuck Shops and Generel stores

UNIVERSITY OF MANAGEMENT AND TECHNOLOGY

Name and list all the external micro-environmental factors that are affecting the companys marketing effort. EXTERNAL MICRO ENVIRONMENTAL FACTORS

Suppliers: Vegetable, meat and Karyana stores. Intermediaries 1: The hire their own people who sell the required ingredients for their foods of all kinds. Intermediaries 2: They have their own outlets. Market: They basically target the rich and elite class of people. Thats why they have their restaurants in posh areas like M.M ALAM Road, Liberty Market and Clifton.

UNIVERSITY OF MANAGEMENT AND TECHNOLOGY