Unilever is a multinational consumer goods company founded in 1930 through the merger of Lever Brothers and Margarine Unie. It employs over 179,000 people worldwide and has a presence in over 150 countries. In Pakistan, Unilever Pakistan Limited is the largest FMCG company and owns popular brands such as Lux, Fair & Lovely, and Lipton Yellow Label tea. The report provides a history of Unilever and its brands in Pakistan, including market share and positioning strategies for various products. It also analyzes the company's strengths, weaknesses, opportunities, and threats through a SWOT analysis.

1. Final report on
Unilever
By
Abdul ahad
Badar Munir
M.Asif
Hira Fatimah

2. History
• Lever brothers is founded by
WILLIAM HESKETH LEVER in 1890
• Key player in food & household product industry
• Historically grew through acquisitions
LEVER BROTHERS, THE OLD NAME OF UNILEVER
CHANGED INTO UNILEVER AFTER THE MERGER OF
LEVER BROTHERS & MARGARINE UNIE IN 1930

3. History contd.
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

4. History contd.
Unilever (Pakistan) Limited Formerly known as Lever
Brothers (Pakistan)Limited is by far the largest and most
experienced fast moving consumer goods (FMCG)
organization in Pakistan
The major tea brands are Brooke Bond Supreme, Lipton
Yellow Label, Pearl Dust and A-1 Karak Chai (formerly A-1
Kenya mixture chai). Unilever has a dominant 35% market
share in tea industry and is the leading player in the
packaged tea market
,company owns two of the most widely recognized brands
'Lipton Yellow Label' and 'Brooke Bond Supreme'.

5. Unilever Staff
TODAY UNILEVER EMPLOYEES 179,000 PEOPLE IN
150 COUNTRIES WORLDWIDE
TODAY UNILEVER EMPLOYEES IN PAKISTAN ARE
1677
Mission statement of Unilever is “ Unilever's mission is
to add Vitality to life”
Over 400 products but focuses mostly on 14 products

6. Unilever CEO and board of directors
PAUL POLMAN”
CEO OF UNILEVER (FROM OCT. 08)
CEO UNILEVER PAKISTAN
MR.EHSAN A.MALIK
CEO IN PAKISTAN

7. Board of directors

8. Unilever brand umbrella

9. BCG MATRIX

10. STARS PRODUCTS OF ULP
High growth rate & high market share
• Lux
• Sunsilk
• Wall’s
• Fair & lovely
• Rafhan
• Energile

11. Cash Cows
Low growth rate & high market share
• Surf excel
• Ponds
• Lipton
• Close up
• Blue band
• Lifebuoy soap
• Rexona
• Knorr

12. Dogs
Low growth rate & low market
share
•Wheel
•Supreme tea
•Lifebuoy shampoo

13. Question Mark
High growth rate &
low market share
•Clear shampoo
•Rin
•Comfort

14. Discovery of Tea
• In 2727 B.C Chinese Emperor Shen-Nung was boiling
drinking water when a few leaves of a wild tea tree blew
into the royal bowl. He discovered that the leaves imparted
a delightful flavor to his water; and so it became his favored
drink.
• It is probable that tea was first cultivated in China, though it
is possible that people in Thailand and Burma have used it
for as long as the Chinese have.

15. Tea in Pakistan
• Tea is the beverage made when the processed leaves
Native to Southeast Asia, the tea plant, Camellia sinensis,
is a small
• In Pakistan, tea is only blended and packed, but not
produced. Three basic categories of tea are marketed in
Pakistan which are:-Mixture-Danedar-Chura Danedar is
also known as leaf tea while Chura is known as dust tea.
There are around five hundred flavors available in tea. The
rural areas of Sindh are considered to be heavy consumers
of dust tea. Punjab has a high consumption of leaf tea.

16. Contd.
• It is estimated that Pakistanis consume over 130 million kg
of tea worth over 4 billion rupees every year.
• There are around five hundred flavors available in tea.
• It's leaves have the chemicals, caffeine and tannin growing
at an annual rate of 6%.Tea is an aromatic stimulant,
containing various polyphonies, essential oils and caffeine.
The concentration of caffeine in tea ranges from 2.5% to
4.5% and it is this caffeine content that makes tea a useful
stimulant.
• The tea industry of Pakistan constitutes the target market
of nearly half of
the population and yearly consumption is 130,000 tons

17. Contd.
• upper middle class in volume of
1,950,000,middle class in volume of 5,200,000, lower middl
e class in volume of3,900,000, lower class 1,300,000,
calculated in percentage as 15%, 40%, 30%,and 10%
respectively. The preference of buyers shows the concern
in quality, aroma, strong newsstands the nature of tea type.
• Pakistan is ranked as the third largest importer of tea in the
world.
• In 2003, as much as 109,000 tones of tea were consumed
in Pakistan.

18. Lipton

19. Lipton
• Lipton was created at the end of the 19th century by Sir
Thomas Lipton
• . Over a hundreds years on, Lipton now possesses
thousands of acres of quality tea gardens in East Africa
• The Lipton tea business was acquired by consumer goods
company UNILEVER in a number of separate transactions,
starting with the purchase of the US and Canadian Lipton
business in 1938 and completed in 1972 when Unilever
bought the remainder of the global Lipton business
• In 1991, Unilever created a first Joint Venture with
PepsiCo, the Pepsi Lipton Partnership, for the marketing of
ready to drink (bottled and canned) teas in North America

20. Sir Thomas Lipton, founder of Lipton Tea.

21. Lipton Contd.
• Under the slogan~ DIRECT FROM THE TEA GARDEN TO
THE TEA POT, he made tea a popular and approachable
drink for everyone high quality but reasonable priced
• The Lipton tea are his heritage and they are more popular
than ever.
• LIPTON TEA is now WORLD LEADER and present in
more than 150 countries
• Lipton world of tea blending in Pakistan and around the
world means only two things;
Quality & Reliability.

22. Lipton Tea Mission
• “Our purpose in Lipton is to meets the every
day needs of people everywhere to anticipate
the aspiration of our consumers and
customers to respond creatively and
competitively with products which raise the
quality of life”

23. Lipton Tea Objective
• The aim is to provide quality tea that is safe for the health
and energizing for the mind and body with an unforgettable
flavor.
• Lipton has to retain its position as a market leader against
all its competitors especially TAPAL who is its challenger
• It has to interact directly with the consumers in order to be
aware of the requirements and expectations of its
consumers
• It has to maintain its brand
name and loyalty.

24. Lipton products

25. Lipton products Contd.

26. Target Market of Lipton
• Commercially they target the urban
areas of Pakistan who come in the
category of average middle class or
above.
• Lipton’s target market involves
specifically females in Pakistan.

27. POSITIONING
• Initially the single idea behind Lipton is
“Light premium priced tea with best quality ”
For global citizen.
• Later, they re-positioned itself specifically addressed local
customers by old melody
Chai chahye. Kaun sy janab
Lipton he to hay hmm lajawab
• Then they positioned its tea. The tea which
“Clear The Mind”

28. Re- Positioning
After that in 2009, new campaigns was launched
which communicated that;
It contains thiamine which sharpens the mind,
so their message then was
‘SIP OF INSPIRATION’.

29. Now the brand has transitioned towards a simpler
message
‘DRINK POSITIVE’
The idea is to communicate what a sip of Lipton
can do, which is ‘bring a positive outlook in you
and u will live healthy life’.

30. 4P’s of Marketing
Product
Lipton Yellow Label has a brand image in the mind
of consumer as hand picked close to the bud for
best quality tea and finest taste. Lipton is the
market leader in Danne Dar category of tea. They
believe that quality is a way of life to us.

31. PRICE
Lipton Yellow label never
compromised on quality so they
adopted value based pricing.
• 100gm : Rs 65
• 200gm : Rs 125
• 500gm : Rs 280
• 1000gm: Rs550

32. Placement
• Lipton Yellow label has distribution network
across Pakistan.
• Its popularity in Pakistan make it No1 Brand in
country.
• It is available at more than 180000 outlets in
Pakistan
• Lipton has its Head quarter in Karachi and 650
distribution offices all over the Pakistan

33. Promotional Tools
• The Lipton does it promotion in following ways:
• Advertisement
• Personnel selling
• Sales Promotions
• Internet Marketing
• Publicity
• Co branding

34. S W O T
STRENGTHS WEAKNESS OPPORTUNITIES THREATS
•Internal analysis •External analysis •S~O Positive
•W~T Negative
The SWOT analysis is an extremely useful tool for understanding and decision-making
for all sorts of situations in business and organizations

35. Lipton tea
STRENGTHS
•Already a market leader and a well known and
reputed brand.
•Extensive knowledge of local culture and
tastes.
•Wider product range with technological.

36. •Strong company image.
•Strong brand portfolio.
•Success of the slogan.
•Quantity and variety.
•Effective and attractive packaging.
•High quality man power.

37. •Highly profitable non
credit sales.
•Strong Financial
Position.
•Highly innovative.

38. WEAKNESSES
High prices of products.
Substitute` s products.
Policy of spending for the social
responsibility.
Distribution relatively weaker in areas other
than Sindh (IN PAKISTAN)

39. Highly dependent on Lipton` s equity.
Having too many brand extensions
can dilute and confuse consumer
perception and give fresh and new
competitors to seize market share.

40. Lipton tea
OPPORTUNITIES
 Alliance with Pepsi to
access massive distribution
network.
Presence of big, well known
partners drives demand
further.

41. Expansion in other
beverage markets.
Research and
development.
Expansion in other
areas of country
(PAKISTAN).

42. Declining markets for other
beverages such as soft drinks.
Greater awareness of health benefits
of tea.
Rising literacy.
High rate of population growth.

43. THREATS
•Overcrowded and small market
with about 200 other brands
which might cause significant
demand reduction.
•Lipton `s profit margin is
exposed to rupee devaluation
•High inflation with in country can negatively
impact the new brands.

44. Marketing strategies
Lipton is currently using
total market strategy.
By adopting reduce price strategy we can make more and
permanent customers.
We have to acquire new technology
for production to meets the needs of customers
Sales promotions like prizes, lucky draw schemes
introduced to attract more customers.
We celebrates customer satisfaction day on regular basis
and we know about the feedback of the customers
regarding the products and image of the company.

45. Distribution Channel
Distribution channel of Lipton is

46. SALES PROMOTION
• Lipton, the world’s leading tea brand, launched
three month long Dip & Win consumer promotion
campaign in June 2013.

47. • Price discount and allowances like
Lipton recently launched a consumer promotion campaign
announcing a massive price off (up to Rs 60 for its largest SKU
of 950g). The concept is based on the message of TABDEELI

48. MARKETING CHANNELS
• TV
• Newspaper
• Broaches
• Magazines
• Bill boards
• Special promotions or packages
• Internet marketing
• Bus branding
• Merchandising
• Sponsorship

49. Conclusion
Lipton is one of Pakistan’s leading and most loved brands.
Their strong brand equity appeals to customers with its
unique history and availability in more than 150 countries
worldwide so consumers know and trust it.
Lipton plays the role of an energetic brand that aims to
redefine the meaning of tea in people’s lives. So Lipton is
fulfilling its promise by
Lipton tea providing great taste, aroma, flavor and color to
their customer around the world.

50. Brooke Bond SUPREME

51. History
• Brooke Bond & Company was founded by Arthur
Brooke who was born at 6 George Street, Ashton-under-
Lyne, Lancashire, England in 1845. He opened his first tea
shop in 1869 at 23 Market Street, Manchester. Arthur
Brooke chose the name because it was his 'bond' to
customers to provide a quality tea, hence Brooke Bond.
The firm expanded into wholesale tea sales in the 1870s.
• Brooke Bond's most famous brand is PG Tips, launched in
1930.The company merged with Liebig in 1968,
becoming Brooke Bond Liebig, which was acquired
by Unilever in 1984.

52. Founder of Brooke Bond Co.

53. Brooke Bond Supreme in Pakistan
• Brooke Bond’s supreme blending expertise in tea blending
together juicy leaves for the unique rich color, medium
sized grains for the correct strength and top leaves for that
irresistible aroma in the perfect combination to give that
unmatchable in every single cup supreme tea
• Brooke Bond supreme is a part of life for the Pakistani
consumer bringing family closer together with its rich taste
and traditions

54. Attributes of
Supreme

55. Marketing Objectives
• • Achieve target sales of 4000 kg/day. The strategy used to
accomplish this objective would be to advertise by using all media
vehicles selected, which will position Brooke Bond supreme to be the
best quality beverage among target market.
• •
• After six months strategy of supreme will shift from selective
distribution to intensive distribution slowly, there by maximizing the
• number of retailers.
• •
• Once the awareness has been created, the main objective will be to
increase the market share. The aim will be to achieve an increase in
the market share of approximately 15% in the first year.

56. Market Development and Strategy
• Market Development:
• supreme is using market development to
increase it’s sales volume, by entering in a new market of people
who thinks tea is harmful for body. by a new advertisement of
supreme using new slogan.
• ‘’supreme tasty he nae healthy bhe ha’’
• žForward integration:
• Supreme is using forward integration
strategy to increase its sales volume in Pakistan , by maintaining good
relation with distributers and retailers and by giving bounce
• Multi-variables:
• supreme targets whole tea drinkers in Pakistan no
matter from any sex , age , income group and family size

57. Marketing Mix Strategy
• little variety and variation Products

58. Price
• The pricing strategy put to work is Markup Pricing Technique which states that after
calculating the cost, required margin in percent should be include to determine the
price, Moreover competition pricing is also considered. Therefore the price is
marginally high than that of competitors to educate the consumers that the quality of
the product is improved and of high quality. For an instance price of 100g is
calculated as follows.
• cheap price as compared to their rivals
• Cost for 100 grams Rs 16.0
• Packaging cost per box Rs 0.5
• Distributors profit margin Rs 3.6
• Retailers profit margin Rs 3.0
• Total Rs 23.3
• Gross Margin Rs 2.8
• Total Price Rs 26.0
• Pricing of other packages are 200gms for the price of Rs. 56/-, teabags 50 pc sare
priced at 65, teabags are priced at Rs 125/- jar is priced at Rs 100Rs

59. Place
• The company is using a two-level channel, where Company will hire a
distributor who will work on commission basis and further more the
distributor will sell the product to customer which will ultimately be sold to
end-consumers. That is the channel of distribution would be from the
manufacturer to the distributor to the retailer.
• Geographically Supreme places itself in urban areas e.g
Multan
Hyderabad
Quetta
Peshawar
Karachi
Lahore
Islamabad

60. Promotion
• Television
• Internet
• News papers
• Magazines
• Word of mouth with slogans like “ yahi toh hy
apna pan”
• Introducing celebrities for their product sale
• Giving discounts to attract consumers
• Less advertisement

61. Advertisement
• Supreme advertise its
product as the sign of
relation bonding
• Celebrities also called for
their product sales
promotion

62. Competitive situation
• Lipton and tapal Danedar are given tough time to the
Brooke Bond Supreme.
• Strengths
• Weaknesses
• Opportunities
• Threats

63. Strengths
• Supreme is having strong
company image
• Have sound and experienced
management
• Strong and long-term
relationships with distributors, retailers and
wholesalers
• Outstanding marketing, sales and R&D
Departments

64. Weaknesses
• Lack of product assortment
in supreme tea
• Little advertisement and
seldom promotional activities
• Competition with a family brand Lipton

65. Opportunities
• Variety can regain its position
• High rate of population growth
• Proper check and balance on smuggled tea
• Variation in taste and quality
• Through advertisement

66. Threats
• Existing and new competitors like Tetly, Tapal etc
• Inflation rise which reduces disposable income of
consumers
• Increase in the import duty which discourages production
and consumption as well
• Intensive and high marketing
• strategies of rivals cause decrease in
Supreme sale

67. BCG matrix
• The product comes under dogs
( low growth and low market share
Supreme basically targets the middle
class
of population which
makes a sense to bring
relation closer at tea time

68. Distribution channels
• Supreme use conventional distribution channel in which
involves distributors,wholesalers,retailers, and then product
reached to final consumer

69. Major reasons of declining
• Lack of product assortment
• Fierce competition
• Lack of product variety as compared to Lipton
and Tapal
• Change in consumer performance

70. Supreme sales analysis

73. "We are at Tapal are committed to
create powerful brands for our diverse
consumer base."

76. • The Core
• Tea Beverage
• The Actual Product
• Packaging and labeling:
• Branding: Red color, aspect of refreshing, hard pack
and soft pack both.
• Trade name: Tapal Dander, a TAPAL product
• Brand personality Freshness, Healthy, Innovative,
etc.
• Brand equity: Tapal Danedar provides a quality,
consistent, innovative and accessible tea reputation.

77. • Tapal follows high-medium price
strategy in which it offers high quality
tea at reasonable prices.
• Tapal also follows a Going Rate Pricing
strategy, in which it bases its price
largely on competitors’ price that is
Unilever.
• Unilever being the market leader always
sets the price, and then Tapal
accordingly allocates its prices, always
lower than that of Unilever.
• Besides taking the competition into
account, Tapal does cost plus pricing

78. • In the beginning the company sole aim was
to capture the tea market of Karachi, as
they were already in tea business here,
only and then strategically build there
network to other cities of Pakistan.
• Now Tapal has a distribution network
spread across Pakistan, from Karachi to
Khyber with over 410 distributors,
Extensive training programs are provided
for the devoted sales personnel. The
popularity of its fine brands is unabated,
making it the No.1 national tea company in
Pakistan.

79. Tapal has a wider distribution coverage in
the South where as Unilever has better
distribution in the North. Therefore, Tapal’s
main objective is to increase their sales in
the North. It ensures that it places its tea in
the same outlets as its competitors in order
to maximize availability. The distribution
coverage of Tapal is as follows:
Karachi 14%
Lahore 34%
Islamabad 18%
Sukkur 22%
Hyderabad 12%
Tapal caters to its customers by providing
Tapal Danedar and Family Mixtures to more
than 140,000 outlets in Pakistan, which
include superstores, department stores etc

80. Major Activities

81. Transformed Soft Pack to Hard
Pack with the use of the
following communication
platforms
•Sales Briefing Sessions
•Pack Revealing Ceremony
•Press Conference
•Press Advertisement
•Radio Commercial Airing
•Bill Board Advertisement
•Shop Signage's

82. Thematic campaign was also
launched with complete ATL and BTL
support
The TVC was aired on
•GEO Entertainment
•GEO News
•HUM TV
•ARY Digital
•ATV
•Express News
•KTN
•APNA

83. Promotion of tapal:
A large part of their advertisement and compaigns
reflects its local market Pakistan.
They have got a strong position in Pakistan b/c of
their strong advertisiment.

84. • A CP was offered in the month of
March which ran nationally across
all channels
• A “Glass Mug” was offered free
with every box of DD TB 200g
• The CP was put forward with the
following support
– POS material
– Radio Commercial
– Mobile Backlighted Vans

85. Target market
target market of Lipton:
Lipton has targeted its market successfully and it has
selected the following sections of the international market to
be targeted.
 Geographically
Age group
Gender
Social class

86. Target market of Tapal:
Tapal has targeted its market successfully and it has
selected the following specific sections of Pakistani
market and some sections of international market:
Geographically
People of all behaviors
in Pakistan
Age group
Social class

87. MARKET POSITIONING
POSITIONING OF LIPTON:
Some of successful steps taken by Lipton in order to
position its target market are following:
Acquired by Unilever.
Joint ventures with Pepsi
Received a Corporate Green Globe Award

88. POSITIONING OF TAPAL:
Tapal has positioned its target market by its excellent performance from the
very beginning. Some of its achievements, due to which people started
preferring Tapal’s products are:
 Pakistan Advertising Society (PAS) Award 2011- Campaign of the Year: Tapal
Danedar “Har Mizaaj se Ashna”
 All Pakistan Newspaper Society (APNS) Award 2010- Best Print
 Pakistan Advertising Association Excellence Awards 2005

89. Tapal Sales Volume

90. Sales Volume of Tea

91. Annually sales of tea in Pakistan's tea market

92. PERSIL POWER
One Stubborn Stain on Unilever’s
Reputation

93. OUTLINE
UUnniilleevveerr PPrrooffiillee
PPeerrssiill && PPeerrssiill PPoowweerr
PPeerrssiill PPoowweerr AAcchhiieevveemmeenntt
PPeerrssiill PPoowweerr FFaaiilluurree
CCoonnsseeqquueennccee aanndd SSoolluuttiioonn
MMaarrkkeettiinngg LLeessssoonnss
1
2
3
4
5
6

94. COMPETITOR

95. Persil arrival
• called PERSIL-a soap for washing clothes. In the mid-
1990s, the total UK market for soaps and detergents was
worth US 2,6billion usd and
was fabric washing,worth£960 million and 67,5 per cent of
the total sector. The competition between
the two leading companies within the sector Unilever and
Procter &Gamble, was intensive and led to a quest for
more and more innovative brand offerings
• the product hit the market place in May 1994, it proved so
powerful that under certain conditions it didn’t only destroy
stains, it destroyed clothes as well.

96. PERSIL & PERSIL POWER
Launched in
early 90s
PERSIL = Per
borate +
Silicate
PPeerrssiill PPoowweerr
ccoommppeetteess AArriieell

97. PERSIL POWER ACHIEVEMENT
MAKE
DIFFERENTIATION
HIGH
CONSUMPTION
MOST
SIGNIFICANT
OVERTOOK
ARIEL
22 33
THING
11 44

98. PERSIL POWER FAILURE

99. Failure Details of Persil
• When Unilever’s star brand Persil announced the launch of a
powerful
new formula, called Persil Power, many consumers got excited
by the product’s apparent ability to fight any stain. However,
when the product hit the market place in May 1994, it proved so
powerful that under certain conditions it didn’t only destroy
stains, it destroyed clothes
• A patented manganese component called an ‘accelerator’ which
was put in the powder – also proved to be its fatal flaw. As soon
as stories of disintegrated clothes started to emerge, Procter &
Gamble ploughed their resources into an accusation-laden
publicity campaign which not only damaged Persil Power, but
also had implications for Unilever itself. Consumers soon
understood that the product could damage materials at high
temperatures, and that if they bought Persil Power they risked
destroying their clothes.

100. CONTD.
• .At the start of 1995 Unilever replaced Persil Power with
Persil New Generation. The overall cost was estimated at
more than £200 million. Now, however, the whole episode
is almost forgotten in the UK customer’s mind, and Unilever
has bounced back with its launch of detergenttablets.Indee
d, the Persil brand has now regained leadership

101. CONSEQUENCE & SOLUTION
 Consequence: Most retailer rejects Persil.
Persil
Power
Persil New
Generation
$200
million

102. MARKETING LESSONS
Accept that no brand is an
exception
Test products in all
conditions

103. Thank You!