13137660 UniLever Pakistan
-
Upload
arsalanshaikh50 -
Category
Documents
-
view
227 -
download
0
Transcript of 13137660 UniLever Pakistan
-
8/9/2019 13137660 UniLever Pakistan
1/47
-
8/9/2019 13137660 UniLever Pakistan
2/47
GROUP MEMBERS
ATIF
ALEENA
ARSALAN
YAWAR
TUFAIL
-
8/9/2019 13137660 UniLever Pakistan
3/47
-
8/9/2019 13137660 UniLever Pakistan
4/47
HISTORY
Lever brothers is founded by WILLIAM
HESKETH LEVER in 1890
Key player in food & householdproduct industry
Historically grew through acquisitions
-
8/9/2019 13137660 UniLever Pakistan
5/47
INTRODUCTION
LEVER BROTHERS, THE OLD NAME OFUNILEVER CHANGED INTO UNILEVER
AFTER THE MERGER OF LEVER BROTHERS
& MARGARINE UNIE IN 1930
UNILEVER IS A MULTI NATIONAL COMPANY
IT IS ONE OF THE LARGEST CONSUMER
GOODS COMPANIES IN THE WORLD
ITS BRANDS ARE ON SALE IN 151COUNTRIES
-
8/9/2019 13137660 UniLever Pakistan
6/47
CONT.
UNILEVER DOESNT RETAIL
UNDER ITS OWN NAME BUT
WITH BRAND NAMES LIKE SURFEXCEL,LIPTON,SUNSILK ETC
TODAY UNILEVER EMPLOYEES
179,000 PEOPLE IN 100COUNTRIES WORLDWIDE
-
8/9/2019 13137660 UniLever Pakistan
7/47
MISSION STATEMENT
Unilever's mission is to add Vitality to life.
We meet everyday needs for nutrition;
hygiene and personal care with brandsthat help people feel good, look good and
get more out of life.
-
8/9/2019 13137660 UniLever Pakistan
8/47
LOGO & SLOGAN
This is the logo of
UNILEVER
SLOGAN
FEEL GOOD, LOOK GOOD
AND GET MORE OUT OF
LIFE
-
8/9/2019 13137660 UniLever Pakistan
9/47
MANAGEMENT
BOARD OF DIRECTORS
-
8/9/2019 13137660 UniLever Pakistan
10/47
CONT
PATRICK CESCAU
CHIEF EXECUTIVE
OFFICER(CEO) OFUNILEVER
-
8/9/2019 13137660 UniLever Pakistan
11/47
UNILEVER PAKISTAN
UNILEVER PAKITAN FORMERLY
LEVER BROTHERS WAS
ESTABLISHED IN PAKISTAN IN 1958
FIRST SITE IN PAKISTAN WAS RAHIM
YAR KHAN
LARGEST FMCG COMPANY NOW
OPERATING AT SIX LOCATIONS IN
PAKISTAN
-
8/9/2019 13137660 UniLever Pakistan
12/47
GENERAL INFO
NO. OFEMPLOYEES 1677
SHARES 13,293,869
SHARE HOLDERS4171
STOCK EXCHANGEKARACHI
REVENUE 40.187BILLIONS(2008)
MR.EHSAN A.MALIK
CEO IN PAKISTAN
-
8/9/2019 13137660 UniLever Pakistan
13/47
PORTFOLIO ANALYSIS
BCG MATRIX
SWOT ANALYSIS
-
8/9/2019 13137660 UniLever Pakistan
14/47
BCG MATRIX
-
8/9/2019 13137660 UniLever Pakistan
15/47
STARS
High growth rate & high market share
Lux
SunsilkWalls
Fair & lovely
RafhanEnergile
-
8/9/2019 13137660 UniLever Pakistan
16/47
CASH COWS
Low growth rate & high market share Surf excel Ponds
Lipton Close up Blue band Lifebuoy soap
Rexona Knorr
-
8/9/2019 13137660 UniLever Pakistan
17/47
DOGS
Low growth rate & low market
share
Wheel
Supreme tea
Lifebuoy shampoo
-
8/9/2019 13137660 UniLever Pakistan
18/47
QUESTION MARKS
High growth rate & low market
share
Clear shampoo
Rin
Comfort
-
8/9/2019 13137660 UniLever Pakistan
19/47
-
8/9/2019 13137660 UniLever Pakistan
20/47
STRENGTHS
Strong company image
Strong brand portfolio
Success of the sloganQuantity & variety
Effective & attractive packaging
High quality man power
-
8/9/2019 13137660 UniLever Pakistan
21/47
CONT
Solid base of the company
Innovative aspects
Corporate behaviourHealth & personal careproducts
Help people getting more outof life
-
8/9/2019 13137660 UniLever Pakistan
22/47
WEAKNESSES
High prices of products
Substitutes products
Policy of spending for the
social responsibility
Lack of control in the market
-
8/9/2019 13137660 UniLever Pakistan
23/47
CONT
Dual leadership
Decrease in revenues
Reduced spending for research
& development
-
8/9/2019 13137660 UniLever Pakistan
24/47
OPPORTUNITIES
Changing life style of people
New markets
Increase the volume of
production
Focus on R&DLow income consumers
-
8/9/2019 13137660 UniLever Pakistan
25/47
CONT
Help in improving people diet &
daily lives
AXE
IGLO
-
8/9/2019 13137660 UniLever Pakistan
26/47
THREATS
Competitors(P&G,)
Political effects
Legislative effect
Environmental effect
Economic crises
Obstacle faced
-
8/9/2019 13137660 UniLever Pakistan
27/47
CONT
Change in life style of people
Chance for price war
Increase in production & labour
cost
-
8/9/2019 13137660 UniLever Pakistan
28/47
COMPETITIVE STRATEGY
Due to slow performance in emergingmarkets as compared to competitorsunilever adopt GROWTH STRATEGY
Reduced portfolio to 400 brandsFocus on R&D & innovative product
Growth through acquisitions
But this strategy failed in 2004 duefailure in advertising & marketing effort
Reported net loss of 318M dollars
-
8/9/2019 13137660 UniLever Pakistan
29/47
CONT
So whats next???
Then unilever adopt two strategies
3. Reorganize organizational structure to
focus on needs and wants of consumers &brand management
4. Implement unilever believers, product &brand extensions, use advertisement that
connects with consumer needs & increaseconsumer focus on health & nutritionproducts
-
8/9/2019 13137660 UniLever Pakistan
30/47
PRODUCT OF FOCUS
SURF EXCEL It is the oldest detergent
To be present in Pakistan Since 1960.It believes
That children must be
free to experience their
LIFE for themselves
-
8/9/2019 13137660 UniLever Pakistan
31/47
-
8/9/2019 13137660 UniLever Pakistan
32/47
PRODUCT
SURF EXCEL
Advance
TropicalSmall & mighty
Automatic
Blue detergentQuick wash
-
8/9/2019 13137660 UniLever Pakistan
33/47
CONT
Quality: Removal of stain 10/10reflects its quality
Brand name: Strong brandname
Packaging: attractive, colourful
& uniqueConvenience product
-
8/9/2019 13137660 UniLever Pakistan
34/47
RANGE OF PRODUCT
2KG 1KG 500G 200G 100G 60G
-
8/9/2019 13137660 UniLever Pakistan
35/47
PRICE
2kg 1kg 500g 100g 60g 25g
Rs405 Rs210 Rs115 Rs20 Rs10 Rs05
-
8/9/2019 13137660 UniLever Pakistan
36/47
CONT
Its prices are comparatively
low as compared to its
competitors like ArielMarket skimming strategy
Discounts: e.g: 10% on 500g &20% on 1000g pack
-
8/9/2019 13137660 UniLever Pakistan
37/47
PLACE
-
8/9/2019 13137660 UniLever Pakistan
38/47
CONT
Great distribution & availability
Covering throughout Pakistan
Distribution channel
-
8/9/2019 13137660 UniLever Pakistan
39/47
PROMOTION
Promotion is mainly through
Ads,billboards
Public relation(parks,art club &games for children)
Sales promotion
-
8/9/2019 13137660 UniLever Pakistan
40/47
MARKET SEGMENTATION
Demographically:
Surf excel tropical
Surf excel blue
Surf excel automatic
Surf excel advance
-
8/9/2019 13137660 UniLever Pakistan
41/47
GEOGRAPHICALLY
Surf excel quick wash
-
8/9/2019 13137660 UniLever Pakistan
42/47
TARGETING
Surf excel topical targeted thesegment which are moreconscious about fragrance
Surf excel blue targeted those whocare about their fabrics
Surf excel automatic has lowleather formula use in only
washing machines
-
8/9/2019 13137660 UniLever Pakistan
43/47
CONT
Surf excel advance targeted the
high class
Surf excel quick wash targetedhilly areas
-
8/9/2019 13137660 UniLever Pakistan
44/47
POSITIONINGPositioning of surf excel is due to:Brand name
High quality
Attractive packing
Removes stains 10/10
Dirt is good(every child has theright to play and discover his ownworld)
-
8/9/2019 13137660 UniLever Pakistan
45/47
THE END!!
-
8/9/2019 13137660 UniLever Pakistan
46/47
ANY DOUBTS OR
QUESTIONS???
-
8/9/2019 13137660 UniLever Pakistan
47/47
THANK YOU!!!