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GROUP MEMBERS
M. Shiraz Khan
Ramsha Fatima
Naeem Akram
Beena Ambreen
M. Tahir Sabir
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
UNILEVER STAFF
TODAY UNILEVER EMPLOYEES 179,000 PEOPLE IN 150 COUNTRIES WORLDWIDE
TODAY UNILEVER EMPLOYEES IN PAKISTAN ARE1677.
MISSION STATEMENT
Unilever's mission is to add Vitality to life.
LOGO
This is the logo of “UNILEVER”
SLOGAN
“FEEL GOOD, LOOK GOOD AND GET MORE OUT OF
LIFE…”
MANAGEMENT
BOARD OF DIRECTORS
CEO UNILEVER
“PAUL POLMAN”CEO OF UNILEVER (FROM OCT. 08)
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
SWOT ANALYSIS
BCG MATRIX
STARS PRODUCTS OF ULP
High growth rate & high market share
• Lux
• Sunsilk
• Wall’s
• Fair & lovely
• Rafhan
• Energile
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
QUESTION MARKS
High growth rate & low market share
• Clear shampoo
• Rin
• Comfort
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 qualityBrand name: Strong brand namePackaging: attractive, colourful & uniqueConvenience product
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…!!
ANY DOUBTS OR QUESTIONS???
THANK YOU!!!