EnergileRevitalization Plan

Group Members Nasir Ali – 20414 Naseer Ahmed – Suhail Ahmed – 20646 Sara Fatima – 21493

History of Unilever Lever brothers is founded by WILLIAM

HESKETH LEVER in 1890. Key player in food & household product

industry. Historically grew through acquisitions .

Introduction to Unilever Lever Brothers, the old name of

Unilever changed into Unilever after the merger of Lever Brothers & Margarine Unie in 1930.

Unilever is a Multinational Company. It is one of the largest consumer

goods company in the world. Its brands are on sale in 151

Countries. Today, Unilever employees 179,000

People in 150 Countries Worldwide. Today, Unilever has 1677 Employees

in Pakistan.

Mission Statement Vitality is at the heart of everything we

do. It's in our brands, our people and our approach to business.

Vision Statement Our Vision is to 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 for the world. We will develop new ways of doing business that will allow us to double the size of our country while reducing our environmental impact.

Objectives The objective of this presentation/report is to

provide with experience in applying the concepts and methods of marketing to a real world marketing opportunity.

The marketing strategy specifies the target market, positioning, competition and product, pricing, place, promotion strategies. The report covers Target Market, Marketing Mix, SWOT analysis, and Market scanning to evaluate the current position of the brand itself.

The Marketing Process Segmentation

Dividing a market into distinct group of buyers on the basis of needs, characteristics or behaviors who might require separate products or marketing mix.

Target MarketThe process of evaluating each market segmentation’s attractiveness and selecting one or more segments to enter.

PositioningArranging for a product to occupy a clear, distinctive and desirable place relative to competing products in the minds of target consumer.

Strategic Focus To be recognized as a successful and

leading group, constantly evolving and innovating for the benefit of its own costumer, employees, environment and society.

To be preferred choice of consumer.

Goals To achieve customer satisfaction in response

to changing market trends.

To innovate within, existing product and technologies according to market trends.

  To maintain high market share.  To constantly maintain its high quality

standards.

Situation Analysis Energile as a 30 year old brand

has over time, come to be known as a flavored glucose powder drink.

Now focusing on the need for energy in kids, Energile now provides active energy to kids by giving them Glucose, Vitamin C and Calcium to make up for the lost energy in the form of a powder as well as a Ready to Drink tetra packed drink.

SWOT Analysis Strengths Since it is an old brand, so consumers

have perception of energile as a healthy and refreshing drink.

Brand name. Quality.

SWOT Analysis Weaknesses Lack of control in the market. Company’s inability to maintain supply

chain.

SWOT Analysis Opportunities Unique flavor. Population is increasing by a

considerable rate per year, giving us another opportunity to increase our market share.

Increase in demand of energy drinks, because they are quick and easy source to regain energy.

SWOT Analysis Threats The biggest threat for Energile has always

been the competitors in the industry. Prices and the inflation rate is increasing

day by day , this reduces the purchasing power of the customer and the lower income groups could find it difficult to afford Energile which would directly leave a negative impact on the revenue.

Industry Analysis More or like every other country, Pakistan due to its hot

climate is a big marketplace for drinks and beverages, especially in summers. Because of growing phase of energy drinks, the number of energy drink brands has been increasing as everyone wants take the advantage of the expanding market.

There are different types of drinks available like: Refreshing drinks – e.g. Tang, Rooh Afza, Jam-e-

Shireen, Limopani etc. Carbonated drinks – e.g. Pepsi, CocaCola, Mirinda,

7up etc. Energy/Health drinks – e.g. Energile, Redbull, Sting,

Milo, Ovaltine etc.

Competitor Analysis Since Energile is a unique product with a combination

of refreshing taste and health, so the competitors are both refreshing drink products as well as energy drinks.

Tang holds the major share of refreshing drinks market, and they playing with their strengths, strong market hold and brand loyalty.

Red bull, Sting and other energy drinks are even though popular but there is a large number of group who doesn’t actually like it because they are carbonated and especially red bull had a controversy in the past so there is a number of people who still have negative impacts about it; in their minds.

Supply Chain Management One of the reason for the

downfall of Energile is the supply chain.

As there was no proper availability at retail stores, it caused the product to go down.

The re-vitalization of supply chain management should be done at priority.

Target Market Consumer Profile DEMOGRAPHICS Socio Economic Class A, B Males, Females Aged Between 12 –

16 Classified best as Teenagers and Tweenagers. GEOGRAPHICS Urban and mostly Karachi, Lahore and Islamabad.

PSYCHOGRAPHICS Sports lovers Ambitious Constantly Active in high energy

Sports and Games They are pure sports enthusiasts who love staying in touch with their loved game, and love supporting clubs and watching their heroes and icons in action This is the segment who would love to follow the steps of their idols and be constantly involved in physical sports and activities They can be termed as ‘Sports Jockeys’

Actual Communication PROBLEM? Brand in recent past has been

going through some tough times REASON? According to the brand management team of Energile, is that brand has not been able to build strong foundations in terms of brand equity and customer loyalty.

What they did? Energile held a football tournament

activity in Karachi Problem? It was covering only one city and few schools! Activity was focused on a small part of the entire target market.

Our proposition DO IT BIG ….. DO IT BETTER!!! Our

campaign: “ENERGILE SPORTS TOUR”

Re-vitalizing Plan Energile selects certain schools in Karachi,

Lahore, Islamabad. Proposes those schools management that

Energile will hold “Energile Sports Day” in their schools Hold the “Energile Sports Day” in the selected schools, where cricket and football tournaments will take place, and winners will be given Prizes and Gifts Energile will be sold in the schools on the event day.

Re-vitalizing Mechanism Energile Sports Tour 5 month campaign

The tour will rollout from Islamabad, then to Lahore and will end in Karachi Schools contacted in June/July to confirm event dates Promotion starts in August Registration in tour through online registration Awareness of tournament through Pamphlets and Banners placed in selected schools.

Promotion of Campaign The “Energile Sports Tour” will be

heavily promoted on the following mediums: Internet Print Radio TV.

Website Number of hits Number of new members signing up

Which marketing communication tools used? Direct Marketing Advertising Event

Management Public Relations.

Which communication vehicles used? TV Print Outdoor Media Internet.

Survey Survey carried out amongst the target

market to get a more in depth feed back on the success of the carried out campaigns Survey will also help indicate the relative standings of various KPI’s (Key Performance Indicators) such as brand awareness, brand choice and level of brand equity.

The End