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Marketing Project For A New Product Launch

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Marketing Project For A New Product Launch

Executive SummaryThis project focuses on the following areas: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. Unilevers Philosophy Unilevers Corporate Purpose Unilevers History Market Overview for Cooking Oil Industry PEST analysis for Cooking Oil industry Unilevers Analysis Current Product Range Of Unilever Internal Audit of DALDA External Audit of HABIB as competitor SWOT analysis of HABIB Customer Audit Market Segmentation Assumptions Marketing Objectives & Strategies for new product Setting Marketing Objectives Characteristics Of Products Target Marketing & Market Segmentation Market Potential Market Positioning Marketing Mix Strategies Alternative Marketing Plan Important activities of promotional plan Objective of each promotional activity Measurements, Review & control References

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Marketing Project For A New Product Launch

PREFACEThis project is an application of the marketing concepts used as a business function by the oils, divisions of Unilever Pakistan. The goal of Marketing is to create customers satisfaction profitably by building value- laden leaderships with important customers. It calls on the organizations to think customer and regard him as a King. We as students require an in depth insight into creative world of marketing. We need to know how vital role marketing plays in any organization as they all reach out to satisfy citizen and customer needs, providing them values resulting in profits. Our aim was to launch a complete new product in oil division of Unilever and to design the strategies for the introduction and promotion of this newly launched cooking oil. The aim was also to objectively analyze these principles as applied in business environment in Pakistan.

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Marketing Project For A New Product Launch

ACKNOWLEDGEMENT

Our heartiest gratitude to every 1 who has helped us in carrying out this study Special thanks to Sir. Sohail Kamran for his much needed guidance. We are deeply thankful to him for his value able assistance

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Marketing Project For A New Product Launch

UNILEVERS PHILOSOPHYSuccess depends upon providing the rite mix of international and local brands for the local consumers. International expertise means we can focus relevant experience and people on new markets-fast.

Research must be consumer focused and technology driven-a worldwide commitment. Our international competitive strength is the depth and the quality of our people and their ability to network.5

Marketing Project For A New Product Launch

UNILEVERS CORPORATE PURPOSE:Our purpose in Unilever is to meet everyday needs of people everywhere to anticipate the aspirations of our consumers and customers and to respond creatively and competitively with branded products and services which raise the quality of life. Our deep roots in local cultures and markets around the world are our unparalleled inheritance and the foundation of our future growth. We will bring our wealth of knowledge and international expertise to the service of local consumers-a truly multi-local multinational. Our long term success requires a total commitment to exceptional standards of performance and productivity, to working together effectively and to a willingness6

Marketing Project For A New Product Launch

to embrace new ideas and learn continuously. We believe that to succeed requires the highest standards of corporate behavior towards our employees, consumers and societies and world in which we live. This is Unilevers road to sustainable, profitable growth for our business and long-term value creation for our shareholders and employees.

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Marketing Project For A New Product Launch

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Marketing Project For A New Product Launch

Marketing ProjectSubmitted to:

SIR SOHAIL KAMRAN RABIA MADIHA SEHRISH TABASSUM

Submitted By:

COMPANY HISTORY9

Marketing Project For A New Product Launch

Unilever Pakistan limited is a largest consumer products company in Pakistan. It was born out of dream to Set-up in Pakistan an industry of excellence in 1948 as Lever Brothers Pakistan Limited. Unilever Pakistan Limited is Manufacturing & Marketing its Detergents, Personal Products, Tea, SCC Products & Ice Cream over 50 brands. In line with global alignment strategy and in order to leverage the synergies of Unilevers International brand strength, market edge and corporate image, Lever Brothers Pakistan Limited has change its name to Unilever Pakistan Limited, in August 2002

VISION STATEMENT

Touching Hearts,Changing Lives

MISSION STATEMENT OF UNILEVER

We are the leading consumers Products Company in Pakistan, a multination with deep roots in the country. We attract and develop highly talented people who are excited, empowered and committed to deliver double-digit growth. We serve the everyday needs of all consumers every where for foods, Hygiene and Beauty through branded products and services that deliver the best quality and value. We strive to remain an ever simple and enterprising business We use our superior consumer understanding to produce break through innovation in brands and channels. Our brands capture the hearts of consumers through outstanding communication. Through managing a responsive supply chain, we maximize value from suppliers to customers.

CURRENT PRODUCT RANGE10

Marketing Project For A New Product Launch

SSC1. BRANDSDALDA BNASPATI DALDA COOKING OIL PLANTA COOKING OIL BLUE BAND MARGARINE INDUSTRIAL AND BAKERY FATS MELANGE

2. BEVERAGESPEARL DUST RED ROSE A-1 KARAK CHAP KENYA MIXTURE RICHBRU HOTEL CHAI LIPTON

3. HOME AND PERSONALCAREa) Skin Cleaning: LUX LIFEBUOY FAIR & LOVELY SOAP

b) Fabric Wash: SURF EXCEL WHEEL 11

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Marketing Project For A New Product Launch

c) Home Care:Vim Scorer Vim Bar VIM BAR MAGIC WHEEL

4. Personal CareFAIR AND LOVELY PONDS CREAM PONDS TALC SUNSILK SHAMPOO LIFEBUOY SHAMPOO

5. Oral CareCLOSE UP

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Marketing Project For A New Product Launch

MISSION STATEMENT REGARDING EMPLOYEES:We believe in trust, truth and outstanding teamwork. We value a creative and fun environment.Over Rs. 20 billion of sales with household items More than 50 brands Over 2500 hundred employees Lever brothers is a part of Unilever , which is a Global company

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UNI-LEVER IS COMMITTED TO TRAIN & DEVELOP ALL ITS EMPLOYEES THROUGH

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Performance development planning Emphasizes on professional skills Managerial competencies Formal training events

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Marketing Project For A New Product Launch

Per Share Income to shareholders:OFFICERS Musharaf hai (Chairman & chief executive) Amar naseem ( seceratary) TABLE 1.1Recent stock performance 1 Week 4.0% 4 Weeks 18.2% 13 Weeks 38.3% 52 Weeks 69.9% Earnings / Dividends (as of 9/30/02) Earnings Most Recent Qtr Last 12 Months Ratio Analysis Price / Earnings Ratio Price / Sales Ratio Price / Book Ratio 9.80 Dividend Yield 0.89 Payout Ratio 14.46 % Held by Insiders Address Fatima Jinnah Road Karachi 75530 Pakistan 7.42% 72.73% N/A 76.86 132.7 Dividends 59.00 96.50

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Marketing Project For A New Product Launch

Market Overview For Cooking Oil &Ghee IndustryMarket share and number of customers:The Corporation sells products in over 150 countries and has annual sales of approximately $ 46 billion (31,5bn). Unilever controls subsidiaries in at least 90 countries and employs 295,000 (in 2000) people Unilever has products in all product lines for all age groups like confectioneries for kids, beauty product for both male and female. Unilever has products depending upon the regional/geographical differences for the countries in which it is serving.

Demographic elements:

Market Trends:

Market trend for cooking oil:

Market trend for Ghee:

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Marketing Project For A New Product Launch

CURRENT MARKET SITUATION:Current Market Situation:Dalda is an imported stuff thats why it cannot be calculated in terms of rupees.Total market size is 1.5 million tons annually.Total market size is not growing as it should be,but total market size/growing rate of Dalda is 5% per year.

Total Market Size of Dalda in previous years:TABLE 1.2

Years2003 2004 2005 2006 2007 2008

Growth rate (thsd.tons)51 63 71 80 89 97

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Marketing Project For A New Product Launch

Unilevers Analysis

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Marketing Project For A New Product Launch

GoalUnilever goal is to add Vitality to life. We meet everyday need of nutrition, hygiene and personal care with brands that help people to feel good, look good and get more out of life. -

CultureOur deep roots in local culture and in markets give us our strong relationship with consumers and are the foundation for our future growth. We will bring our wealth of knowledge and international expertise to the service of local consumers.

StrengthUnilever is a multinational organization It deals with highly differential products Always provides innovative products Strong customer relationship

WeaknessesIts less focus on reshaping product

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Marketing Project For A New Product Launch

Customer Analysis for Dalda

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Marketing Project For A New Product Launch

NumberIn the fiscal year of 2001 the estimates were 180000 metric tons. Imports were expected to grow to 200000 metric tons for the following year. Imports were of US$ 1 billion annually. The average annual growth rate for edible oil industry is 12.5% per annum for several years.the demand for co