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 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

BCG MATRIX

BCG Analysis Chart for Unilever Portfolio

16 14 12 10 8 6 4 2 0 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 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

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 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!!