GROUP MEMBERS

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

MISSION STATEMENT

Unilever's mission is to add Vitality to life.

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

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)

• Mr. m k

INNOVATIVE MANAGEMENT

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 PAKISTANUNILEVER 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

BCG MATRIX

BCG Analysis Chart for Unilever Portfolio

0

2

4

6

8

10

12

14

16

Cash Cow Star Question Mark Dog

Stars Products

Brooke Bond Supreme

Walls

Lux

Lipton green tea

Sunsilk

Ponds Face Wash

Rafhan

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

• Ponds

QUESTION MARKS

High growth rate & low market share

• Clear shampoo

• Rin

• Lifeboy soap

STRENGTHS

Strong company image

Strong brand portfolio

Quantity & variety

Effective & attractive packaging

High quality man power

CONT…

Solid base of the companyInnovative aspectsCorporate behaviorHealth & personal care productsHelp 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

THREATSCompetitors(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 EXCELIt 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 EXCELAdvanceTropical Small & mighty Automatic Blue detergentQuick wash

CONT…

Quality: Removal of stain 10/10 reflects its quality

Brand name: Strong brand namePackaging: attractive, colourful & uniqueConvenience product

Packaging

• Surf Excel, mainly Unilever has a new Phenomena. It consults all 3 trade models

• (General trade, Local modern trade, and International modern trade) while designing

• packaging for Surf Excel. Packaging should be to create impulsive desires, and it should

• stand out among its competitors. It is where Product development team and marketers

• come into action in furnishing packaging standards for all its product ranges.

RANGE OF PRODUCT

2KG 1KG 500G 200G 100G 60G

PRICE

2kg 1kg 500g 100g 60g 25gRs405 Rs210 Rs115 Rs20 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

GEOGRAPHICALLYSurf excel quick wash

TARGETINGSurf excel topical targeted the segment which are more conscious about fragranceSurf 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

POSITIONINGPositioning 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…!!