3. Creating the better future everyday
Unilever is one of the world’s leading
suppliers of fast-moving consumer goods.
Their aim is to provide people the world over
with products that are good for them and
good for others.
4. The consumer goods
giant grew out of a
merger in 1930 between
Dutch margarine
company Margarine
Unie and British soap
maker Lever Brothers..
5.
6. Unilever Pakistan History
Established in some
50 years ago.
Lifebuoy, Lux, Surf
and Walls.
First factory
established in 1958 in
The town of Rahim
Yar Khan
7. Unilever
Pakistan is the
largest FMCG
company in
Pakistan
as well as one
of the largest
multinationals
operating in
the country
The company
operates
through 5
regional
offices, 4
wholly owned.
and 6 third
party
manufacturing
sites across
Pakistan.
The company
contributes a
significant
proportion of
the country's
taxes through
operating its
factories in
different
locations in the
country
9. Vitality is at the heart of
everything we do. It's in
our brands, our people
and our approach to
business.
We help people around the
world meet everyday needs
for nutrition, hygiene and
wellbeing, with brands that
help people look good, feel
good and get more out of life.
10. Dove Shampoo
Popular shampoo brand in Pakistan is Dove. Dove is
offering different shampoos for all types of hair.
nourishing oil care shampoo
color rescue shampoo
dryness care shampoo
intense repair shampoo
daily shine shampoo
straight and
silky shampoo
11. Industry Overview
Intensified competition among rival producers along with gradual expansion in
consumer choice.
Market currently faces strategic challenges from the changes in consumer needs
and preferences
Dry shampoos do not have much awareness in Pakistan and the ones that are being
used are mostly by professionals (hairstylist and hairdressers at salons and
parlors).
Suave and Tresemme are two dry shampoo brands which are sold in Pakistan.
12. Dove Sales Estimation
Dove had an estimated sales of 10,000,000 (1 Million) last year (2013) and now we
are going to increase the brand equity of Dove Shampoo by 10% through line
extension of the Dove Shampoo.
1000000 × 10/100 = 100000
1000000 + 100000= 1100000
13. Our
Price:
We are
going with
410 Rs. of
400ml
bottle
200ml with
price 210
100ml with
price 140
Our Pricing strategy
penetration
pricing..
14. Market analysis
First movers
advantage which we
are going to avail to
gain market share
and to increase the
brand equity of
Dove.
We are targeting a
market niche with a
strong potential and
hence it is essential
that we focus our
resources in a
particular
geographic region
(urban areas) where
we can easily
establish awareness
and demand for our
product.
Due to current
fashion trends,
beautiful hair and
hair styling is
considered the most
significant part of a
lady’s personality.
17. Media plan:
The media budget of eighty Million Rupees for our product
Dove Dry shampoo has been allocated in various media such as
electronic (television), print (newspaper and magazine) and
out of home advertising (billboards and streamers).
18. Marketing Objective:
To increase the brand equity of Dove
Shampoo by 10% within 4 months in the
urban area of Pakistan by product
development (line extension) of Dove
brand.
