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Marketing assignment

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  • 1. Marketing Assignment Uniliver Pakistan “Feel good, look good and get more out of life.”The Unilever Pakistan Limited (UPL), formerly Lever BrothersPakistan Limited was established in Pakistan1984. The town ofRahim Yar Khan was the site chosen.Mission “We meet everyday needs for nutrition , hygiene andpersonal care with brands that help people feel good, look good andget more out of life”."Lever brothers will be the foremost consumerproduct company in Pakistan with care, skin, and setting up avegetable oil factory.Unilever Pakistan is the largest fast-moving consumer goods (FMCG) company in Pakistan, aswell as one of the largest multinationals operating in the country. Now operating six factories atdifferent locations around the country. The Unilevers Head Office was shifted to Karachi fromthe Rahim Yar Khan site in the mid 60s.ice-cream and spread. Already positioned in tea, hair, dental and household care,substantially profitable position in cooking oils and fats our strengths come from our people andfrom combining the best of our international as well as Pakistan origin. Our commitment is tocontinuously care for the need of our customers, consumers, employees, suppliers, share holdersand the community in which we live."As one of Unilevers leading brands, it has always beenWalls mission to add vitality to your life- while being responsible about good nutrition.Brand Page | 1
  • 2. Marketing Assignment  Food Brands  Badami : Traditional Kulfi ice cream by Walls.  Blue Band: Margarine  Brooke Bond A1 : Strong tea by Brooke Bond.  Brooke Bond Supreme: Tea  Cornetto: Cone Ice-cream by Walls.  Energile : Instant energy sports drink.  Fruttare :Real fruit pulp ice cream  Knor: food range that includes: Instant Noodles, Chicken Cubes, Ketchup, Sauces and Meal makers.  Lipton : Tea  Magnum: Chocolate Vanilla ice cream by Walls.  Pearl Dust: Dust tea for Sindh region.  Rafhan: Corn Oil & Desserts Range.  Walls Heartbrand: Ice cream range in Cups & Sticks.  Unilever Food solutions  Walls Dessert: Ice cream desserts.  Walls Kids Range: Ice cream range for kids by Paddlepop and Moo.  Personal Care  Close Up: Toothpaste  Fair & Lovely: Fairness products.  Lifebuoy shampoo  Lifebuoy soap: Soap & hand wash range.  Lux : Soap, hand & body wash.  Ponds -: Talc & beauty cream  Rexona: Does and Anti-per spirants  Sunsilk : Shampoo range. Home Care Brands Comfort: fabric conditioner. Surf Excel: detergent and gentle wash Domex: toilet cleaner All the products sold by a multi-product company at time can be classified in broadcategories which are called” product line.” Page | 2
  • 3. Marketing Assignment Rafhan Pudding Rafhan Ice cream Rafhan Corn oil Rafhan jelly Rafhan Custard Dove Conditioner Dove Shampoo Dove Soap Dove on Treatment Dove serum Pink power Pink blast Domex orignol Lemon explosion How They Serve the Market Page | 3
  • 4. Marketing AssignmentOur global portfolio of brands is trusted by consumers the world over. Marketing is criticalto understanding, creating & building demand.Challenge brings rewardThe scope and variety of their marketing activity is huge. Working on great categories andbrands in a competitive environment that changes all the time, the pursuit of market share andvolume growth is a challenging and rewarding role.Expert knowledgeTo engage closely with consumers understanding their preferences and needs. To operate at aglobal, regional and local level across a broad range of products. To experience world-classprofessional development and acquire leading edge skills. To lead assignments that buildsbusiness and brand equity. The discipline is divided in two broad areas.Brand developmentThis is about creating exciting and compelling visions for our brands and developing plansacross the full marketing mix. It includes brand communications, innovation and renovation aswell as channel-specific propositions.Brand buildingHere we translate those visions into a local market context, plan practical activity and make surethose plans are executed flawlessly. Through leading the country operations, this team’s job is todeliver market share and revenue.Uniliver has great marketing strategies ,good customer relation management, having fastdistribution channels and their product reach to all local market. Create a positioning of theirbrands in customers mind. Their promotion activities are very strong through TV addshttp://www.rb.com/RB-worldwide/Operations-around-the-world/Pakistanill boards and differentpromotion programs like of Suslik,ponds,fair & lovely they create product differentiation .For Lux in their adds different personalities are shown to attract the customer,Lux style awardsare launch a large scale promotion. Surf Excel “tools for school” in this program show socialresponsibility and build a image in customer’s mind. Building a customer value and day by dayincrease their customers. Reckitt Benckiser (RB) Page | 4
  • 5. Marketing Assignment Reckitt Benckiser plc (LSE: RB) is a British multinational consumer goods companyheadquartered, United Kingdom. It is the worlds largest producer of household cleaningproducts and a major producer of consumer healthcare and personal products. It was formed in1999 by the merger of the UK-based Reckitt & Colman plc and the Netherlands-basedBenckiser NV.Reckitt Benckisers brands include Dettol (the worlds largest-selling antiseptic), Strepsils (theworlds largest-selling sore throat medicine), Veet (the worlds largest-selling depilatory brand),Air Wick (the worlds second-largest-selling air freshener), Calgon, Clearasil, Cillit Bang, Durexand Vanish.[4] It has operations in around 60 countries and its products are sold in over 180countries.LogoIn 2009, Reckitt Benckiser revamped its corporate identity to reposition its brand as the powerbehind the Power brands. This saw the launch of a new logo to replace the logo which had beenintroduced at the time of the Reckitt/Colman merger in 1999. The new logo is a pink kite markcontaining the letters RB. The logo is often used with the companys full name ReckittBenckiser in grey alongside the kite mark logo, using a typeface designed especially for thecompany. The new logo, created by branding agency The Workroom, was inspired by a sportskite and is intended to reflect the loud, confident personalities of its Power brands. The identityhas been introduced on packaging, and is used on.Products of Reckitt Benckiser Pakistan Page | 5
  • 6. Marketing Assignment Reckitt Benckiser organizes its products into six categories: surface care,fabric care, dishwashing, home care, health and personal care, and food. Thecompanys strategy is to have a highly focused portfolio concentrating on its19 most profitable brands, which were responsible for 62% of net revenuesin 2008Reckitt Benckiser Pakistan currently produces the followingproducts. Dettol Durex Strepsils Cheery Bloosom Veet Morteen SquasBrite Harpic  Hand wash: Original *skin care *sensitive *fresh  Anti-Septic Liquid: Original *skin care *cool *Re-energizer  No touch hand wash: Cucumber *Original  Body wash: Original *skin care *Nourishing *soothingHow Reckitt Bencksier Serve the Market: Page | 6
  • 7. Marketing Assignment Reckitt Bencksie Pakistan the world largest producer of the house hold cleaning items anda number of product related to personal car, health and home care are involved in it.They serve their customers in a very effective way ,their product prices ranges are suitable forthe customers and their product are available easily in a local market their distribution channelsare vary fast and efficient.Teir products quality give completive advanced to their competitorsand their promotions schemes are very attractive to the cus tomers.Their advertising strategiesare appealing for the customers. Dettol the no 1 brand of the company having a large product line,and their best personal and health care product available in every size, price and packaging indifferent variety.Provide good quality to the customers and bring innovations and product development to sustaintheir competitive advantage. Procter and gamble of Pakistan is a subsidiary of Procter and Gamble USAestablished in1990 and started production in 1991.The P&G Company were founded in 1837 inCincinnati, Ohio and from the very beginning have been a leading manufacturer and marketer ofthe consumer goods. Company sells more than 250 brands in more than 130 countries and itsoperations are in more than 70 countries. It is therefore also rated in the top 25 of the FORTUNE500 companies. P&G is the only company that commercialize its product just after five months.With the passage of time P&G acquire different other companies to enhance the business. In1980, as it approached its 150th anniversary, P&G was poised for a most dramatic period ofgrowth in its history. Company serves 106000 employees all over the world.P&G started its operations in Pakistan in 1991. First it introduces its brand of Head& ShoulderAfter that it gave brand of Vicks and Olay oil. Page | 7
  • 8. Marketing AssignmentNow company has eleven brands in Pakistan .The yearly sales consistently doubled duringthe past three year.BRANDS IN PAKISTAN: Head & Shoulder Oral-B Vicks Pentene Rejoice Camay Safeguard Pampers Always Ariel GillettProduct Line Page | 8
  • 9. Marketing Assignment  Safeguard Soap Safeguard lemon Safeguard Alovera Safeguard Vitamin E Safeguard Honey  Safeguard Hand washHow Serve the MarketMarketing resources are very critical for every organization because it leads to the performanceof a company. An organization with worthwhile marketing resources can fetch high sales andprofit. Marketing resources include following ingredient: - Breadth and depth of product line Market share Marketing information system Distribution channel Market coverage Company imageP&G is doing concentrating efforts on the best quality growth opportunity in the whole market.They have very large product lines of their product available in different sizes and packaging,having a large market share. . P&G has developed a marketing information system. with thehelp of this system, P&G gets market information, which leads to better marketing planning.Moreover, sales force of P&G is served as source of information about the market in differentsegments because its sales force has direct contact with the customers. Distribution channel of acompany is a very important for its survival, and especially in soap industry, they have to make it Page | 9
  • 10. Marketing Assignmentexcellent, because if they will not make it easily available to the consumer, all is useless. Soproviding needs, satisfying goods at the right place is very important. P&G has launched a newpromotional program for safeguard. For this purpose, they followed two methods. Healtheducation programs in schools and Seashore protection.References . http://www.unilever.com/brands/foodbrands/blueband_rama_countrycrock_doriana/i ndex.aspx. http://www.gcimagazine.com/business/suppliers/acquisitions/42958262.html. http://www.unileverbestfoods.com/ourbrands/foods/Heartbrand.asp. http://www.unilever.com/brands/personalcarebrands/default.aspx. http://www.searchqu.com/web?src=derr&appid=123&systemid=431&q=http%3A%2 F%2Fwww.pg.com%2Fen_PK%2F http://www.rb.com/RB-worldwide/Operations-around-the-world/Pakistan Page | 10