MARKETING PROJECT

ON (MARKETING PLAN)
ORGANIZATION NAME:

UNILEVER
SUBMITTED TO:

Maam Qurat-ul-Ain
NATIONAL UNIVERSITY OF MODERN LANGUAGES, ISLAMABAD

CONTENTS
Acknowledgement Pg# 4 Vision statement Pg# 5 Mission statement Pg# 5 Introduction Pg# 5 Company logo Pg# 6 Main Strategies Pg# 7 Walls Heart brand Pg# 8 History of heart brand Pg# 8 Fruttare Description Pg# 9 Marketing Plan Pg# 11 Marketing Implementation Pg# 13 Marketing Control Pg# 13 SWOT Analysis Pg# 14 Competitors Analysis Pg# 15 Customized Mission Statement Pg# 16 Suggestions & Conclusion Pg# 16

WE WORK TO CREATE A BETTER FUTURE EVERY DAY. We help people feel good, look good and get more out of life with brands and services that are good for them and good for others. We will inspire people to take small everyday actions that can add up to a big difference in the world. We will develop new ways of doing business with the aim of doubling the size of our company while reducing our environmental impact.

Mission Statement
Our mission is to meet everyday needs for nutrition, home hygiene and personal care with brands that help people feel good, look good and get more out of life.

Introduction
Unilever is multinational corporation which formed by Dutch and British companies joint venture. Unilever owns 400 brands worldwide and runs operations in 100 countries. Unilever employed 174,000 worldwide and had revenue 40.5 billion Euros in 2008. Unilever is dual listed company consisting of Unilever NV in

Netherland, and Unilever PLC in UK. But both companies have same directors and effectively operate as a single business. In the 1890 William Hesketh Lever, founder of Lever Brothers wrote down his idea for Sunlight Soap, his revolutionary new product that helped popularise cleanliness and hygiene in Victorian England.

COMPANY LOGO
Company changed its logo in 2004. Which represent the diversity of Unilever, Which contains 25 signs and blue colour.

This shows company identity expresses the vitality at the heart of our brands, our people, and our values. Each icon within our logo represents an aspect of our business, showing that we add vitality in everything we do.

OLD LOGO

NEW LOGO

Main Strategies 1. Market Penetration Market penetration strategy of the company runs along its extension more towards North America, Asia and Europe by extending its product line. The market augmentation could be done by stimulating the market with product innovation and thus market penetration. 2. Market Development Unilever is extending the practicality of its market development strategy by stimulating the product innovation and research and development sector for the new product development. As the market development for any company becomes more integrated with the companys expansion, acquisitions and partnerships, therefore Unilever is also focusing on all these respects. 3. Diversification Strategy The company diversification strategy is being focused more preferably for the North America and the emerging economies of Asia including China. The company is presently serving worldwide with 100 countries and is on the way to add up 50 more countries in the queue. 4. Monitoring and Control The monitoring and control by the company is successfully carried on through the balance control card method focusing separately on the following four perspectives; Financial Perspective Customer Perspective Internal Perspective Innovation and learning Perspective

Wall's Heartbrand
The Walls Heart brand stands for a good honest scoop of pleasure. Its philosophy is to be an evangelist of pleasure. A day without pleasure is a day lost.

Wall's - Global Leader

Walls is sold in more than 40 countries making it the most widely available ice cream worldwide. Unilever is the global leader of ice cream and frozen desserts manufacturing with almost 18% of the global market share.

Adding Vitality to Life

With customers becoming more health conscious, Walls has also taken a conscious step to providing healthier and nutritious products. Walls innovation centre in UK is constantly working on making healthier products by reducing the fat content in the products yet offering the same great taste. Walls is striving to be a healthier choice for kids by lowering sugar content and introducing nutrient rich offerings like Moo which has calcium equal to one glass of milk.

History of the Heartbrand

Unilever has been selling ice cream for decades, however the Heartbrand was launched world wide in 1999. The Heartbrand logo is common to every country and has come to be synonymous with quality treats. Walls operates under different names in different markets (Wall's in

the UK and most parts of Asia, Algida in Italy, Langnese in Germany, Kibon in Brazil, and Ola in the Netherlands).

Wall's Pakistan
Walls came to Pakistan in 1995 establishing the Walls factory on Multan Road in Lahore. Fully equipped with state of the art machinery, the Walls factory is a standard of hygiene and technology in the region and has become synonymous with quality. Some of the most popular brands loved by the masses are now linked to Walls; making an irresistible combination that few could refuse. Key facts about Walls Pakistan:

Walls is the market leader of the Pakistani Ice cream market. All Walls products are made with Halal ingredients in a Halal compliant manner.

Fruttare

Fruttares mission is to inspire in people the freedom to indulge by providing both pleasure and health through the natural goodness of fruit without the guilt of too many calories.

Description
Fruttare is designed to be an authentic experience; made by fruit lovers, for fruit lovers. It is made from natural ingredients, with no artificial colors or flavors. The colors of nature come to life in flavors chosen for their

vibrant appeal. Fruttare draws out the natural essence inherent in its consumers, because it merges the best qualities of summer - a rich taste coupled with a refreshingly cold touch. With Fruttare we aim to bring a smile on people faces; genuine warmth delivered through the joy of fruits. The essence of Fruttare is to live the true colors of life.

From our range

Strawberry Mango Red Grapes

Ingredients Ice Confection, sugar, natural colour, stablizers, citric acid and natural flavor & Fruit pulp.

MANAGING THE MARKETING EFFORT MARKETING PLAN

A systematic process that asses marketing opportunities and resources, determining marketing objectives and developing a thorough plan for implementation and control. Marketing plan has following contents: Executive Summary: It contains table of contents to help the executives to find the main points of the plan quickly. Current Marketing Situation: The market is growing gradually. Threats and Opportunities: Threats for fruttare are the other competitors like Omore, igloo and yummy but he major threat is Omore. Other local ice cream sellers are also threat for Fruttare. This allows the walls to develop various strategies to cope up with the situation. Opportunities for Fruttare are to introduce more flavors and variety in their product. OBJECTIVES AND ISSUES It tells the marketing objectives which a business hopes to achieve and the key issues which can affect its attainment. Their main objective is to have a double-digit growth and resultant cash flows will be utilized in improving the product quality and contents to enhance the value to customer and final users.

Lever Brothers Pakistan Limited has an objective to have a responsive supply chain and technological based processes. MARKETING STRATEGY Outlines the broad marketing logic by which a business hopes to create customer value and relationships and specifics of target markets, positioning and marketing expenditures level. Target market: Fruit lovers, ice cream lovers. Age group: 10 + Fruttare is trying to maintain a good customer satisfaction to retain their market share by making sure they provide low calorie product to their customers. ACTION PROGRAMS Spells out how marketing strategies will be turned into specific action programs that answer the following questions. What will be done? What will it be done? Who will do it? How much will it cost? BUDGETS Detail a supporting marketing budget that is essentially a project profit and loss statement. It shows expected revenues (forecasted number of units sold and the average net price) and expected costs of production, distribution and marketing. The difference is the projected profit expected cost of production, distribution, and marketing. The difference is the project profit. Once approved by higher management, the budget becomes the basis for materials buying, production scheduling, personnel planning, and marketing operations. CONTROLS Outlines the control that will be used to monitor progress and allow higher management to review implementation results and spot productions

that are not meeting their goals. It includes measures of return on marketing environment. For walls Furttare controlling is done through customer feedback, market share and social network pages.

2. MARKETING IMPLEMENTATION:
DEFINITION: The process that turns the marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives. It addresses the questions of who, where, when and how. Managers have to make day to day decisions. Walls has to answer the following questions: WHO: who will they target? WHERE: where will they launch the product? WHEN: when will they launch the product? HOW: how will they promote their product or satisfy their customers?

3.MARKETING CONTROL:
DEFINITION: The process of measuring and evaluating the results of marketing strategies and plans it also involves taking corrective actions to ensure that objectives are achieved. Marketing control involves four steps: Management first sets specific marketing goals. Measure its performance in market place. Evaluates differences between expected and actual performance. Taking corrective actions.

Operating Control: It involves checking ongoing performance against the annual plan and taking corrective actions when necessary. Fruttare manages it by monitoring its sales, profits and other goals set out in annual plan of Unilever Walls

Strategic Control: It involves whether companys basic strategies are well matched to its opportunities. By applying this control Walls Fruttare makes sure that its plans are not outdated according to the market place.

SWOT Analysis:
STRENGTH: Low calorie attracts weight conscious people because it has less than 60 calories in each product. Made from real fruit juice. Made from real fruit pulp. 0% Fat. Walls is already established in market. Also liked internationally. Superior product performance vs competitors. Ability to tailor products to customer demands.

WEAKNESSES: Initially it was unable to capture the attention of the people because people said they didnt find fruit in it. No family pack available. Not many flavours available. Not appealing as Walls Badami because it failed to attract a greater group of people.

OPPORTUNITIES: Can introduce more variety. Can extend its product to target children. End-users respond to new ideas. Enough space available for launching of nutritious products.

Can expand in rural market. THREATS: Biggest threat Omore ice creams. Local ice cream sellers. Vulnerable to reactive attack by major competitors. Competitors' aggressive marketing. Due to Political situation their top notch could migrate.

COMPETITORS ANALYSIS:
Competitor analysis begins with identifying present as well as potential competitors. It portrays an essential appendage to conduct an industry analysis. An industry analysis gives information regarding probable sources of competition (including all the possible strategic actions and reactions and effects on profitability for all the organizations competing in the industry). However, a well-thought competitor analysis permits an organization to concentrate on those organizations with which it will be in direct competition, and it is especially important when an organization faces a few potential competitors.

OMORE: It is a biggest threat because it has established in the market. Good Marketing strategy. Have resources to launch challenging products to compete with. Have good variety of products. Market Share is growing.

LOCAL ICE CREAM SELLERS: Can provide low price. Attracts lower class people. Sometimes the flavor attracts more than these branded ice creams like falooda. Lacks serious potential to threat walls.

CUSTOMIZE MISSION STATEMENT:

Our mission is to satisfy all our customers in a best possible way in all the products we deal in.

SUGGESTIONS:
More flavor should be introduce like Pineapple, Lychee and Kiwi Fruit. More awareness should be created. More product should be introduced which focus on low calories.