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unilever swot analysis , 4p's, BCG MATRIX, MARKETING STRATEGY

unilever swot analysis , 4p's, BCG MATRIX, MARKETING STRATEGY

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    Unilever Unilever Presentation Transcript

    • 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 STAFFTODAY UNILEVER EMPLOYEES 179,000 PEOPLE IN150 COUNTRIES WORLDWIDETODAY UNILEVER EMPLOYEES IN PAKISTANARE1677.
    • MISSION STATEMENTUnilevers mission is to add Vitality to life.
    • LOGOThis is the logo of “UNILEVER”
    • SLOGAN“FEEL GOOD, LOOK GOOD AND GET MORE OUT OF LIFE…”
    • MANAGEMENTBOARD OF DIRECTORS
    • CEO UNILEVER “PAUL POLMAN”CEO OF UNILEVER (FROM OCT. 08)
    • UNILEVER PAKISTANUNILEVER PAKITAN FORMERLY LEVER BROTHERSWAS ESTABLISHED IN PAKISTAN IN 1958FIRST SITE IN PAKISTAN WAS RAHIM YAR KHANLARGEST FMCG COMPANY NOW OPERATING ATSIX LOCATIONS IN PAKISTAN
    • CEO UNILEVER PAKISTAN MR.EHSAN A.MALIK CEO IN PAKISTAN
    • GENERAL INFORMATIONNO. OF EMPLOYEES 1677SHARES 13,293,869SHARE HOLDERS 4171REVENUE 40.187 BILLIONS (2008)
    • PORTFOLIO ANALYSIS BCG MATRIX SWOT ANALYSIS
    • BCG MATRIX
    • STARS PRODUCTS OF ULPHigh growth rate & high market share• Lux• Sunsilk• Wall’s• Fair & lovely• Rafhan• Energile
    • CASH COWSLow growth rate & high market share• Surf excel• Ponds• Lipton• Close up• Blue band• Lifebuoy soap• Rexona• Knorr
    • DOGSLow growth rate & low market share• Wheel• Supreme tea• Lifebuoy shampoo
    • QUESTION MARKSHigh growth rate & low market share• Clear shampoo• Rin• Comfort
    • STRENGTHSStrong company imageStrong brand portfolioQuantity & varietyEffective & attractive packagingHigh quality man power
    • CONT…Solid base of the companyInnovative aspectsCorporate behaviorHealth & personal careproductsHelp people getting more outof life
    • WEAKNESSESHigh prices of productsSubstitutes productsPolicy of spending for thesocial responsibilityLack of control in the market
    • CONT…Dual leadershipDecrease in revenuesReduced spending for research& development
    • OPPORTUNITIESChanging life style of peopleNew marketsIncrease the volume ofproductionLow income consumers
    • CONT…Help in improving people diet &daily lives
    • THREATSCompetitors(P&G,)Political effectsLegislative effectEnvironmental effectEconomic crises
    • CONT…Change in life style of peopleChance for price warIncrease in production & labourcost
    • PRODUCT OF FOCUS SURF EXCELIt is the oldest detergentTo be present in Pakistan Since 1960.It believes That children must be free to experience their LIFE for themselves…
    • PRODUCTSURF EXCELAdvanceTropicalSmall & mightyAutomaticBlue detergentQuick wash
    • CONT…Quality: Removal of stain 10/10reflects its qualityBrand name: Strong brandnamePackaging: attractive, colourful& uniqueConvenience product
    • RANGE OF PRODUCT2KG 1KG 500G 200G 100G 60G
    • PRICE 2kg 1kg 500g 100g 60g 25gRs405 Rs210 Rs115 Rs20 Rs10 Rs05
    • PLACE
    • CONT…Great distribution & availabilityCovering throughout PakistanDistribution channel
    • PROMOTIONPromotion is mainly throughAds,billboardsPublic relation( parks,art club& games for children)Sales promotion
    • MARKET SEGMENTATIONDemographically: Surf excel tropical Surf excel blue Surf excel automatic Surf excel advance
    • GEOGRAPHICALLYSurf excel quick wash
    • TARGETINGSurf excel topical targeted thesegment which are moreconscious about fragranceSurf excel blue targeted those whocare about their fabricsSurf excel automatic has lowleather formula use in only washing machines
    • CONT…Surf excel advance targetedthe high classSurf excel quick wash targetedhilly 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 DOUBTSOR QUESTIONS???
    • THANK YOU!!!