Unilever

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

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Unilever

  1. 1. HISTORY• Lever brothers is founded by WILLIAM HESKETH LEVER in 1890• Key player in food & household product industry• Historically grew through acquisitions
  2. 2. 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
  3. 3. UNILEVER STAFFTODAY UNILEVER EMPLOYEES 179,000 PEOPLE IN150 COUNTRIES WORLDWIDETODAY UNILEVER EMPLOYEES IN PAKISTANARE1677.
  4. 4. MISSION STATEMENTUnilevers mission is to add Vitality to life.
  5. 5. LOGOThis is the logo of “UNILEVER”
  6. 6. SLOGAN“FEEL GOOD, LOOK GOOD AND GET MORE OUT OF LIFE…”
  7. 7. MANAGEMENTBOARD OF DIRECTORS
  8. 8. CEO UNILEVER “PAUL POLMAN”CEO OF UNILEVER (FROM OCT. 08)
  9. 9. 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
  10. 10. CEO UNILEVER PAKISTAN MR.EHSAN A.MALIK CEO IN PAKISTAN
  11. 11. GENERAL INFORMATIONNO. OF EMPLOYEES 1677SHARES 13,293,869SHARE HOLDERS 4171REVENUE 40.187 BILLIONS (2008)
  12. 12. PORTFOLIO ANALYSIS BCG MATRIX SWOT ANALYSIS
  13. 13. BCG MATRIX
  14. 14. STARS PRODUCTS OF ULPHigh growth rate & high market share• Lux• Sunsilk• Wall’s• Fair & lovely• Rafhan• Energile
  15. 15. CASH COWSLow growth rate & high market share• Surf excel• Ponds• Lipton• Close up• Blue band• Lifebuoy soap• Rexona• Knorr
  16. 16. DOGSLow growth rate & low market share• Wheel• Supreme tea• Lifebuoy shampoo
  17. 17. QUESTION MARKSHigh growth rate & low market share• Clear shampoo• Rin• Comfort
  18. 18. STRENGTHSStrong company imageStrong brand portfolioQuantity & varietyEffective & attractive packagingHigh quality man power
  19. 19. CONT…Solid base of the companyInnovative aspectsCorporate behaviorHealth & personal careproductsHelp people getting more outof life
  20. 20. WEAKNESSESHigh prices of productsSubstitutes productsPolicy of spending for thesocial responsibilityLack of control in the market
  21. 21. CONT…Dual leadershipDecrease in revenuesReduced spending for research& development
  22. 22. OPPORTUNITIESChanging life style of peopleNew marketsIncrease the volume ofproductionLow income consumers
  23. 23. CONT…Help in improving people diet &daily lives
  24. 24. THREATSCompetitors(P&G,)Political effectsLegislative effectEnvironmental effectEconomic crises
  25. 25. CONT…Change in life style of peopleChance for price warIncrease in production & labourcost
  26. 26. 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…
  27. 27. PRODUCTSURF EXCELAdvanceTropicalSmall & mightyAutomaticBlue detergentQuick wash
  28. 28. CONT…Quality: Removal of stain 10/10reflects its qualityBrand name: Strong brandnamePackaging: attractive, colourful& uniqueConvenience product
  29. 29. RANGE OF PRODUCT2KG 1KG 500G 200G 100G 60G
  30. 30. PRICE 2kg 1kg 500g 100g 60g 25gRs405 Rs210 Rs115 Rs20 Rs10 Rs05
  31. 31. PLACE
  32. 32. CONT…Great distribution & availabilityCovering throughout PakistanDistribution channel
  33. 33. PROMOTIONPromotion is mainly throughAds,billboardsPublic relation( parks,art club& games for children)Sales promotion
  34. 34. MARKET SEGMENTATIONDemographically: Surf excel tropical Surf excel blue Surf excel automatic Surf excel advance
  35. 35. GEOGRAPHICALLYSurf excel quick wash
  36. 36. 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
  37. 37. CONT…Surf excel advance targetedthe high classSurf excel quick wash targetedhilly areas
  38. 38. 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)
  39. 39. THE END…!!
  40. 40. ANY DOUBTSOR QUESTIONS???
  41. 41. THANK YOU!!!

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