Introduction of Unilever Pakistan Ltd

8/13/2019 Introduction of Unilever Pakistan Ltd

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Table of Contents

Table of Contents........................................................................................1Unilever Pakistan Ltd:.................................................................................2Meeting consumer needs............................................................................4Brand benefits............................................................................................4PUP!"# $ P%&C%PL#"..............................................................................4!B'#CT%(#".................................................................................................)"T*T#+%#"................................................................................................)B*&,"......................................................................................................-M*#T%&+ M%/ 4Ps...................................................................................-#0 "UCC#"" *CT!................................................................................"3!T *nalsis..........................................................................................15## Matri6.................................................................................................11%# Matri6..................................................................................................12%ndustr Classification:..............................................................................12C!&CLU"%!&............................................................................................14#C!MM#&,*T%!&"................................................................................1)


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INTRODUCTION OF UNILEVER PAKISTAN Ltd.

Unilever is one of the world's leading suppliers of fast moving consumer goods across Foods

and Home and Personal Care categories. Unilever's portfolio includes some of the world'sbest known and most loved brands.

Unilever Pakistan Ltd:

Unilever Pakistan !".#$ Unilever e%uit& is the largest F(C) compan& in Pakistan* as

well as one of the largest multinationals operating in the countr&. Unilever Pakistan Ltd.* a

subsidiar& of the Unilever )roup is operating in Pakistan since +,#-. he Compan&/s main

business lines are 0oaps and 1etergents* Personal Products* Cooking 2ils and Fats* Packed

eas* and 3ce Creams. Unilever has a long list of brands such as 0urf* 4im* 5in* Lifebuo&*

0unlight* Lu6* 5e6ona* 0unsilk* Close7Up* 8lue78and* 1alda* Planta* Lipton/s 9ellow

Label* aaa and 5ichbru* 8rook 8ond/s 0upreme and ;en&a (i6ture etc. which arecommon household names in Pakistan.

he Compan&/s factor& at 5ahim 9ar ;han was one of the first industrial units to be

constructed after the creation of Pakistan. all/s

range of ice creams* which have become popular within a short time. 3n +,,?* the presentgroup @ Unilever U; ac%uired the Polka )roup that produced ice creams. 3n +,,,* Pakistan

industrial promoters Private Limited* owners of APolka/ brands of 3ce Cream were merged

with Lever.

3n order to leverage the s&nergies of Unilever/s international brand strength* market edge and

corporate image* Lever 8rothers Pakistan Ltd. changed its name to Unilever Pakistan Ltd.* in


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Douching Hearts* Changing Lives.E

D(ission 3s o e (eet ver&da& Geeds For Gutrition* H&giene and

Personal Care >ith 8rands hat Help People Feel )ood* Look )ood and )et (ore 2ut 2f

Life.E

Adding Vitality to life:

+=" million times a da&* in +=" countries* people use our products at ke& moments of their

da&. 3n the future* our brands will do even more to add vitalit& to life. 2ur vitalit& mission

will focus our brands on meeting consumer needs arising from the biggest issues around the

world toda& @ ageing populations* urbanisation* changing diets and lifest&les.

O! Vision

O! "ission


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Meeting consumer needs>e recognise that the world in which we operate is changing. Consumers are increasingl&

bringing their views as citiens into their bu&ing decisions* demanding more from thecompanies behind the brands. he& want companies and brands the& trust.

Brand benefits

>e see growing consumer need for:

a health& lifest&le

more variet&* %ualit&* taste and eno&ment

time* as an increasingl& precious commodit&

Helping people to feel good* look good and get more out of life will enable us to meet these

needs and e6pand our business.

>e are also open and transparent in the information we provide on our products* as well as

all advertising and marketing material @ and an& claims we make are supported b& scientific

evidence. 3n other words* if we sa& our products will add vitalit& to life* we mean it.

PURPOSE & PR!CPLES

Al#ays #o!$ing #it% integ!ity

Conducting our operations with integrit& and with respect for the man& people* organisations

and environments our business touches has alwa&s been at the heart of our corporate

responsibilit&.

Positi&e i'(a)t

>e aim to make a positive impact in man& wa&s: through our brands* our commercial

operations and relationships* through voluntar& contributions* and through the various other

wa&s in which we engage with societ&.

Continos )o''it'ent

>e're also committed to continuousl& improving the wa& we manage our environmental

impacts and are working towards our longer7term goal of developing a sustainable business.

Setting ot o! as(i!ations

2ur corporate purpose sets out our aspirations in running our business. 3t's underpinned b&

our code of business Principles which describes the operational standards that ever&one at

Unilever follows* wherever the& are in the world. he code also supports our approach togovernance and corporate responsibilit&.


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*o!$ing #it% ot%e!s

>e want to work with suppliers who have values similar to our own and work to the same

standards we do. 2ur 8usiness partner code* aligned to our own Code of business principles*

comprises ten principles covering business integrit& and responsibilities relating to

emplo&ees* consumers and the environment.

OB"EC#$ESTo( P!io!ity + Flfil'ent of )sto'e!,s needs:

DUnilever aims to continuousl& improve the environmental performance of their process and

their brands to achieve sustainable profitable growth as their consumer e6pects them to fulfil

their needs with brands that have low environmental impact.E

o be honest* transparent and ethical in our dealings at all times.

o win the hearts and minds of consumers. o deliver what the& promise.

o become empowered leaders who are inspired b& new challenges and have a

bias for action.

o believe in trust* truth and outstanding teamwork. he& value a creative and fun

environment.

he& care about and activel& contribute to the communit& in which the& live.

S#R%#EES

P!od)t De&elo('ent

Unilever continuousl& work on improving product %ualities and features to capture the

market.

3t anal&es the demand to check whether the product is profitable or not so that if the

product is not it should be discontinued.

3t keeps an e&e on the competitor/s products in order to become the market

leader of certain product.

Co!(o!ate St!ategies

Leader in the consumer goods market.

(anaging govt relations to influence dut& on imports of raw materials and countering

smuggling of competitors goods

-'an Reso!)e St!ategies

(anaging emplo&ee recruitment and placement to put the right person for the right ob.

5eplacement Planning.

mplo&ee rotation in the department.

mplo&ee training.

5emuneration surve& for salar& adustments of emplo&ees.


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Finan)e St!ategies

(aintain compan& finance operations with in the resources.

(aintain working capital keeping stock debtors low.


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BR%!'S

Food b!ands

0!oo$e 0ond A1

8lue 8and

Flora

Lipton

Pearl 1ust

0upreme

>alls

-o'e )a!e b!ands

Comfort

5in

0urf 6cel

Pe!sonal )a!e b!ands

Clear

Closeup

Fair J Lovel&

Lifebuo& 0hampoo

Lifebuo& 0oap

Lu6

Ponds

5e6ona

0unsilk

Nt!ition

-ealt%2 %ygiene . beaty

Unile&e! Foodsoltions

Raabta Cons'e! Ca!eline

M%R(E#! M) *Ps

PRODUCT:
http://www.unileverpakistan.com.pk/brands/foodbrands/http://www.unileverpakistan.com.pk/brands/foodbrands/brooke-bond-a1.aspxhttp://www.unileverpakistan.com.pk/brands/homecarebrands/http://www.unileverpakistan.com.pk/brands/personalcarebrands/http://www.unileverpakistan.com.pk/brands/nutrition/http://www.unileverpakistan.com.pk/brands/hygieneandwelbeing/http://www.unileverpakistan.com.pk/brands/foodsolutions/http://www.unileverpakistan.com.pk/brands/raabta/http://www.unileverpakistan.com.pk/brands/foodbrands/http://www.unileverpakistan.com.pk/brands/foodbrands/brooke-bond-a1.aspxhttp://www.unileverpakistan.com.pk/brands/homecarebrands/http://www.unileverpakistan.com.pk/brands/personalcarebrands/http://www.unileverpakistan.com.pk/brands/nutrition/http://www.unileverpakistan.com.pk/brands/hygieneandwelbeing/http://www.unileverpakistan.com.pk/brands/foodsolutions/http://www.unileverpakistan.com.pk/brands/raabta/


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5egional 8rand eams at 8angkok meets and decides where to launch which product. he

feasibilit& report is prepared and market insights are discovered. (arket insights should

match Local 3nsights. 3n the report even the people/s actions while washing are also

observed and presented in the report. his enables to present a full fledge information about

the attributes* cultural values* and motions of a particular communit&* region* or a nation*ma& it be washing pattern* economic condition* or spending pattern.

PRICE:

0urf 6cel is available in different sies and %uantities in the market for different prices. 3ts

competitors in its upper7class segments are


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product surf e6cel. he& ma& ask the retailer to have at least =" pieces of surf in their

shelves along with P20 (aterials posters* banners* shelves* etc

2utdoor (edia


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Enabling Syste's and P!o)esses

6cellence in our 3 s&stems and skills are ke&to t7e success of our factor

S-O# %nalsisSt!engt%s:

Customer/s Lo&alt&.

Latest state of the art facilities and technolog& for producing high %ualit& products.

3nternational brand strength.

Committed to business ethics* safet&* health* environment and communit&.

UG3L45/s ke& competitive advantage over other market participants is the retail

reach of the compan&. UG3L45 services =""*""" outlets with =" $ through direct

distribution and remaining via wholesalers.

UG3L45 is eno&ing market edge of #+$ in F(C) industr&. UG3L45 is at

number one in ice cream segment and having +#$ market share all over the globe.

*ea$nesses:

he biggest challenge in safeguarding market position is to become cost leader.

2perational comple6it& due to a large number of products in portfolio and due to

diverse work force.

0trategic alliance with other small mills for manufacturing purpose is the weakness

as well as a threat for UG3L45.


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5apid increase in world population. >orld population is set to grow b& -""m in B"+"

and almost all increase will be in developing countries.

T%!eats:

F(C) market is highl& responsive to economic conditions* inflation and socialdisruptions resulting in variations in sales revenues and demand for the compan&.

P J ) is the maor competitor and threat for UG3L45. 2ther organied pla&ers

are Gestle and 5 J 8.

UG3L45 is facing intense competition from unorganied pla&ers i.e. cheaper

smuggled products and Chinese products.


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Total *eig%ted S)o!e 167 869

Ratings:

+ @ Poor I @


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Large Cape6 and advertising spend

0oap (ature UL45 )rowth compan& withinmature industr&

Lu6 sales doubled in I &earsHigh profit margins

3ntroduction of li%uid hand wash

1etergent )rowth ++$ rise in 0urfs market share

Low penetration* ="$ population useslaundr& soap

1ouble digit turnover growth

0hampoo )rowth Lowest penetration in


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CO!CLUSO!Uni7lever has a well managed process and the& are giving good training and development

facilities and incentives as compare to the other companies. Unilever culture is about

empowering emplo&ees* both to contribute to their business obectives and to achieve theirown personal and career goals. he& also keep an e&e on the future* with Aleadership

behaviors Ainitiative aiming to identif& the ne6t generation of leaders. H5's overall function

is to devise and implement strategies and policies to ensure that the& have the right people

with the right skills. >ithin that* there are numerous options for emplo&ees. For e6ample* it

could be covering culture change* leadership development* strategic talent management*

coaching and skills development or alignment of reward with performance.


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RECOMME!'%#O!S

*88ro8riate strateg for U&%L#(# is Market 'evelo1ment. U&%L#(#

s7ould remain in t7e 8resent business and s7ould introduce 8resent8roducts in ne9 geogra87ical area.

ollo9ing are necessar factors t7at must be 8resent 97ile c7oosingmarket develo8ment strateg:

U&%L#(# 7as its o9n strong distribution c7annel.

U&%L#(# is ver successful at 97at it does.

Unta88ed rural market and market of develo8ing countries e6ist for

U&%L#(# to cover.

U&%L#(# is a strong M in Pakistan. %t 7as abundant resourcesbot7 financial and 7uman so it can easil e68and geogra87icall.;ere 9e are not concerned about e68ansion of o8erating activitiesto ne9 geogra87ical area. 3e are 8articularl concerned aboutca8turing unta88ed market. %t is u8 to U&%L#(# 97et7er it isdecided to start o8erating in ne9 areas too or

Documents

Introduction of Unilever Pakistan Ltd