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
“PAUL POLMAN” MR.EHSAN A.MALIKCEO OF UNILEVER (FROM OCT. 08) CEO IN PAKISTAN
Unilevers mission is to add Vitality to life. VISION ” Bringing fun in Life”
High growth rate & high market share High growth rate & low market share• Wall’s • Clear shampoo• Lux • Rin• Sunsilk • Comfort• Fair & lovely• Rafhan• Energile Low growth rate & high market Low growth rate & low market share share• Surf excel• Ponds • Wheel• Lipton • Supreme• Close up• Blue band tea• Lifebuoy soap • Lifebuoy• Rexona shampoo
• SWOT ANALYSIS OF UNILEVERHELPFUL HARMFULL STRENGTHS WEAKNESSES High prices of productsStrong company image Substitutes productsStrong brand portfolio Policy of spending for Quantity & variety the social responsibility Effective & attractive Lack of control in the marketpackaging High quality man power OPPORTUNITIES THREATSChanging life style of peopleNew markets Competitors(P&G,)Increase the volume of Political effectsproduction Legislative effectLow income consumersHelp in improving people diet & Environmental effectdaily lives Economic crises
MARKETING STRATEGY PRICING STRATEGY DISTRIBUTION STRATEGY1.SKIMMING Early Stage Product FREE DEEP FREEZER Set High Price DISCOUNT ON BULK PURCHASE High Profit Margin Short Term Strategy OFF PRICE2.Penetration ADVERTISE COMPAIGN Affordable Price Accordingly Perception Pakistan is divided in 3 sections. Retain Customer Objectives North (Islamabad, Peshawar and Northern areas), Central (Lahore and Central Punjab), Sales volume South (Sindh and Baluchistan). Profit Market growth
DISTRIBUTION CHANNEL· At right place· At right time· In right condition
PERSONAL SELLINGPersonal presentation by the firm’s sales force for the purposeof making sales and building customer relationships.
PROMOTION MIX STRATEGIES PUSH STRATEGYThe producer promotes the product to wholesalers, the wholesalerspromote to retailers, and the retailers promote to consumers. PULL STRATEGIESIf the strategy is successful, consumers will ask the retailersfort the product, the retailers will ask the wholesalers,and the wholesalers will ask the producers.