INTRODUCTION TO UNILEVEROn any given day, two billion people use Unilever products to look good, feel good and get more out of life.With more than 400 brands focused on health and wellbeing, no company touches so many people’s lives in somany different ways.Our portfolio ranges from nutritionally balanced foods to indulgent ice creams, affordable soaps, luxuriousshampoos and everyday household care products. We produce world-leading brands including Lipton, Knorr, Dove,Axe, Hellmann’s and Omro, alongside trusted local names such as Blue Band, Pure it and Suave.Unilever Pakistan introduction:uniliver Pakistan limited, subsidiary of the lever brothers group in operating in Pakistan since 1948,the company’smain business lines are soaps, detergent, personal product, cooking oil and fats, tea product & ice-cream uniliverhas a long list of world fame brands like surf, vim, rim, life boy soap and shampoo, sunlight, lux soap, rexona soap,sun silk shampoo, close-up tooth paste, blue band, dalda , planta, taaza and Richburg, Lipton’s yellow label etc.while continuously exploring expansion opportunities in various field, focus remains on the company’s corebusiness of detergent s and food and beverages .Alongside these are the result of the continuously changingmarketing environment.Today, Unilever Pakistan is a force to reckon with. Its contribution to Pakistans economic development cannot beoverestimated. Now operating four factories at different locations around the country, the company contributes asignificant proportion of the countrys taxes. It employs a large number of local managers and workers. It providesa pool of well-trained and highly motivated manpower to other segments and has introduced new and innovativetechnologies into the country. The UPL Head Office was shifted to Karachi from the Rahim Yar Khan site in the mid60s. By this time the once dusty and sleepy village was the hub of activities for UPL. A residential estate situatednear the factory is the home of UPL employees at Rahim Yar Khan.Unilever Pakistan Product, Sub-Product Line: Unilever Pakistan Adding Vitality to life We meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life. Our vision Unilever products touch the lives of over 2 billion people every day – whether thats through feeling great because theyve got shiny hair and a brilliant smile, keeping their homes fresh and clean, or by enjoying a great cup of tea, satisfying meal or healthy snack.
In a world of hype and stereotypes, Dove provides a refreshingly real alternative for women who recognize thatbeauty comes in all shapes and sizes.A brand that keeps to its clinically proven promises:To help you enjoy your own brand of beauty, Dove provides a wide range of cleansing and personal care productsthat make a genuine difference to the condition and feel of your skin and hair. Now the worlds top cleansingbrand, Dove started its life in 1957 as a beauty soap bar that was clinically proven to be milder for dry, sensitiveskin than other leading soaps: half of women have dry skin.Bringing out your real inner beauty:This promise remains at the heart of the brand and has been extended to a number of other products, supportedby the industrys longest-running medical programme. Since the 1980s, for example, weve launched a moisturisingbody-wash, deodorants, body lotions, facial cleansers and shampoos and conditioners, giving you a comprehensiverange of solutions to bring out your true inner beauty.
Real results for real womenOur commitment to delivering real results is mirrored in our advertisements. Our current campaign has beenfeatured on over 25 major TV channels and in more than 800 articles in opinion leading newspapers from El Pais toLe Parisien, from The Sun to The Times, as well as in popular womens magazines. Our ground-breaking campaignfor our new Dove Firming lotion, which features women of all shapes and sizes, is the latest example andunderlines our commitment to breaking down stereotypes and enabling you to celebrate your beauty. Taking actionOver the last few years, Dove has focused on delivering products that inspire women to enjoy their own beautyand individuality. As part of our Campaign for Real Beauty, the Dove Self-Esteem Fund (DSEF) demonstrates ourcommitment to the brands mission to make more women feel beautiful everyday, by widening todays view ofbeauty and by inspiring women to take great care of themselves. The DSEF aims to educate and inspire young girlsthrough a series of tools and workshops which ultimately protects and nurtDove target market: 1. Target group was women aged 30-39 2. These women had not yet used skin-firming products but were to starting to reach the age where wrinkles & cellulite 3. These group also likely has young daughter, for whom self-esteem issues are a real concern for their mothers. 4. Dove also important self-esteem building tools for young girls.Class:Dove is for ”A” classFrom our range
Blue BandFor decades, our products have been a daily source of essential nutrients that help every family member to grow,develop and thrive. Healthy growth & developmentOur margarine, Blue Band is made from high quality vegetable oils, so it is an important source of essential fats andvitamins A, D and E for which there are not many other dietary sources. A thin layer of spread on bread every daymakes a big contribution to the healthy growth and development of the whole family.Growing children need to spread margarineRecent international nutrition guidelines from WHO recognize the fact that people should minimize bad fats andconsume sufficient good fats to stay fit and healthy. Experts also agree that for growing children, spreading softmargarine on bread is much better than spreading butter – which is full of saturated fat – and better than notspreading anything at all.The right breakfastEating a nutritious breakfast in the morning with the right amount and the right kind of nutrients has been provento enhance children’s ability to concentrate at school. A breakfast consisting of a slice of bread, spread with low-fatmargarine plus a glass of low-fat milk is more balanced – and healthier – than bread with butter or sweetenedcereals with milk or breakfast snacks.Improving childrens nutrition around the worldUnilever has established a global partnership with the United Nations World Food Programme with the shared aimof improving children’s nutrition around the world. In support of this global agreement, Blue Band established apartnership with Un WFP and pledge to contribute to the effort to feed hungry through Blue Band’s Ramadansales. Unilever believes that every child deserves the nutrition and hygiene he or she needs to develop to their fullphysical and mental potential. Making a contribution to solving this problem is in line with our Vitality Life Goalsand a priority in our corporate responsibility strategy.Target market:Target group was children aged 7-17
Goodness of Blue BandUnilever is the world’s leading manufacturer of margarine. Blue Band, a world renowned brand that was launchedin Pakistan more than 20 years ago. It is a good source of 7 essential vitamins (A, B1, B2, B6, B12, D3 and E) thatare necessary for healthy growth and development, both for children and adults.Essential fats are building blocks for the body, but can’t be made by the body and must come from the diet.Margarine is a good source of essential Nearly nine out of every ten primary school teachers interviewed for arecent study say that bad eating habits affects not only healthy growth and development, but also performance ats l fats.Class & price:Dove is for “A” class. and the small pack of blue band is 23Rs & the box of blue band is 110Rs.Lipton is one of the worlds great refreshment brands, making a big splash in the global beverages market with tea-based drinks including leaf tea, infusions, ready-to-drink tea and other healthy, refreshing alternatives to softdrinks.Making a big splash in the global beverages marketLipton continues to lead as the global tea beverage market, making a big splash with a variety of tea-based drinks.Keeping it greenAs well as enabling consumers to drink better and live better, Lipton is also good for the environment. Sustainablefarming practices, both within our own and third party tea estates, is vital for our future. We are on a journeytowards sourcing all the tea for our tea bags from Rainforest Alliance Certified™ farms by 2015. Certificationinvolves good conservation practices and fair wages. And in another example of the many environmental andethical measures being taken, the Trees 2000 programme in Kenya sees Lipton planting 40 000 indigenous treesevery year to curb deforestation.
InnovationsLipton is growing fastest in ready-to-drink teas including the international Lipton Ice Tea range, the Lipton Briskrange in North America and a range of Lipton ready-to-drink teas in Asia which can be served hot or cold. Otherrecent flavour innovations cater to changing and adventurous tastes, for example green teas and the Lipton Fusionblends of iced tea and exotic fruit juice varieties.Leaf tea remains a favourite in many markets and Lipton is making it tastier and easier to make with innovationsincluding Lipton Pyramid tea bags that give the leaves more room to move and Lipton Cold Brew tea bags thatallow iced tea to be freshly brewed in cold water in just five minutes. Lipton has also recently entered the greentea market, launching both leaf and ready-to-drink varieties.Key factsTea is the worlds favourite beverage, after waterIndependent scientists also place leaf tea second only to water as the most ideal beverage in the worldAll leaf teas are naturally zero calories and so can help with your weight management programmeLipton tea naturally contains flavonoids, catechins and theanineStudies observing large populations and their eating and lifestyle habits over a long period of time show thatregular tea drinking may help maintain heart health. A number of studies showed that people consuming tea(without milk and sugar) on a regular basis as part of a healthy lifestyle tend to maintain better heart health betterthan those who do not drink teaLipton is the worlds best-known and best-selling brand of tea, with sales of nearly €3 billion today. Lipton is theglobal market leader in both leaf and ready-to-drink tea, with a global market share nearly three times larger thanits nearest rivalAvailable in over 110 countries, Lipton is particularly popular in Europe, North America and the Middle East andparts of AsiaTea revitalizes your mind and bodyTea – half the caffeine of a regular cup of coffeeFrom our range
Lipton extension: Product:lipton lift. Target market: Young adults 18_32 User: Stay up all night and start a night out. Main ingredients: caffeine, vitamin b, guarana. Advertisement: Highlight healthier ingredients of the product while showcasing its ability to give energy and revitalize body. Focus on energy drink: Energy drinks jumped 56% in sales last year Market has exceed $100 million Main Competitor: Red Bull Positioning statement: A healthier alternative to energy drinks . Class & price: Lipton tea is for “A” and “B” class & it price is 60RS of 100gms. and 15Rs of 10gm.