This document contains a marketing plan for Unilever Pakistan Ltd. It provides background on the company, which was established in 1948 and has expanded its product lines over the years. It outlines Unilever's vision, mission, objectives, brands, products, strategies, market segmentation, target market, positioning, and SWOT analysis. The strategies discussed include product development, human resources, finance, and acquisitions/mergers. The SWOT analysis identifies strengths such as its large size and marketing capabilities, and weaknesses such as importing most raw materials.

1. Pakistan Civil Aviation Authority
MARKETING PLAN

2. 2
Group Members
Ahmed Ali Bhutto 1466101
M.Umer Farooq 1466116
Ali Noman Qadri 1466123
M.Yousif Solangi 1466113
Instructor’s Name
M.Hammad Masood
MBAE-90, Spring 2015, SZABIST, Karachi Campus

3. INDUSTRY BACKGROUND
Unilever Pakistan Ltd has been operating in Pakistan since
1948. The Company’s factory is situated at Rahim Yar Khan was
one of the first industrial units to be constructed after the
creation of Pakistan.
As the consumer based expanded over the years and the
company entered into new product lines like personal products,
and margarine, it invested further in the installation of modern
manufacturing facilities including a factory in Karachi.
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4. INDUSTRY BACKGROUND
in 1995, the company established a new factory near
Lahore to manufacturer the Wall’s range of ice creams,
which have become popular within a short time.
in 1996, the present group—Unilever UK acquired the
Polka Group that produced ice creams.
in 1999, Pakistan industrial promoters (Pvt) Ltd
owners of Polka brands of Ice cream were merged with lever.
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5. VISION STATEMENT
Touching hearts, changing lives.
MISSION STATEMENT
We are the leading consumer products company in Pakistan, a
multinational with deep roots in the country.
We attract and develop highly talented people, who are
excited, empowered and committed to deliver double-digit
growth.
Our brands capture the hearts of consumers through
outstanding communication.
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6. UNILEVER PAKISTAN
Incorporated in 1948.
The present company has come about through the original
lever brothers merging with Liption (1988), Brook Bond (1997),
Polka Ice cream (1998).
Presently the company operationally merged with best food
since 2001.
The company introduced personal products and in 1994 they
set up Wall’s ice cream business.
OBJECTIVE
Top Priority— Fulfillment of customer's needs.
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BRANDS
FOOD BRANDS
HOME CARE BRANDS
PERSONAL CARE BRANDS
NUTRITION
HEALTH, HYGIENE & BEAUTY
UNILEVER FOOD SOLUTIONS

8. PRODUCTS & BRANDS
Soaps,Detergents,Personal Products, Cooking Oils, and Fats,
Packed Teas, Ice creams.
Surf, Vim, Rin, Lifebuoy, Sunlight, Lux, rexona, Sunsilk, Close-
up, Blue-Band, Dalda, Planta, Lipton's Yellow label, Brook
Bond’s Supreme and Kenya Mixture Etc.
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10. UnileverUnilever
Product Mix &
Dimensions

11. Product Mix
At present Lever Brothers Pakistan Limited is
engaged in marketing of diversified varieties
and classes of products.
Home And Personal Care
Personal Wash (PW)
Toilet Soaps
Example?

12. STRATEGIES
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• Product Development
• Unilever continuously work on improving product qualities and
features to capture the market.
• It analyzes the demand to check whether the product is
profitable or not so that if the product is not it should be
discontinued.
HUMAN RESOURCE STRATEGIES
• Managing employees recruitment and placement to put the right person
for the right job.

13. FINANCE STRATEGIES
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• Maintain company finance operations with in the resources.
• Maintain working capital keeping stock debtors low.
• TAX Management to gain legitimate advantages lessening the
burden.
ACQUISITIONS & MERGERS
• Lever has successfully completed an acquisition of Pakistan
industrial promotional (Pvt) Ltd manufacturer of Polka in 1999.
• The company completed an merger with Brooke Bond (BB)
Pakistan last year where each BB shareholder received one lever
share for every 4.3 BB Shares.

14. Market Segmentation
Unilever Pakistan Ltd segments their market according to
geographical areas. The population of the country is
segmented into three parts which are urban, sub urban and
rural area consumers.
Urban Richs
 Urban and Sub Urban Middle Class
 Rural Poor
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15. Target Market
A research carried out by Unilever Pakistan reveals that urban
rich people are more likely to buy imported and expensive
products.
Product Positioning
Unilever Pakistan Ltd obtained a good position in the buyers’
mind through better product attributes, price and quality,
offering the product in a different way than the competitors
do.
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16. Marketing Mix
Product
Unilever Pakistan Ltd, as an international brand, it maintains an
international quality for the product.
Price
Though Unilever Pakistan gives its customers a lot in terms of
the product itself, it cannot provide a better pricing.
Place
Unilever Pakistan Ltd. has a huge distribution channel all over
the country.
Promotion
Unilever Pakistan undertakes huge promotional activities.
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17. SWOT Analysis
STRENGTH
Unilever is a big multinational company.
Sound and experienced management.
Excellent marketing department assisted by a highly regarded
marketing research unit.
R&D and financial support from parent company i.e. lever
brothers.
Management of product is familiar with the psychographics
and demographic of the consumers.
Strong brand image and brand awareness.
Market leader as it has a 43% share.
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18. SWOT Analysis
WEAKNESSES
About 80% of raw material is imported for the manufacturing
of the consumer goods.
Loss of market share to some of its own products, i.e. Rexona
against LUX.
The smuggling of tea and detergent has seriously affected
lever sale and earning.
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19. SWOT Analysis
OPPORTUNITES
High rate of population growth.
Rising literacy.
Market opportunity to penetrate in the new segments and
market by the style and hygiene consciousness of the people.
THREATS
Possible increase of market share of P&G and Nestle.
Profit margin is exposed to rupee devaluation
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20. Conclusion
This report presents the company's determined contribution
in environmentally friendly business which provides support to
human beings.
Unilever Pakistan take best part in social activities for welfare
programme.
They are market leader to give more value to their customers.
Their strong positioning strategy to attract more customers in
the FMCG market.
In emerging market they have more customers then
competitor.
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21. Pakistan Civil Aviation Authority
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