ACKNOWLEDGMENT My first and foremost humble and gratitude

to Allah almighty for giving us the valor to remain dedicated to make this project

Especially our course instructor who has been encouraging us for learning.

Group Members

AYESHA AHMED MUHAMMAD ALI AZEEMAYESHA ANJUMIQRA HAMEEDMUHAMMAD SALMAN

MAIN FOCUS OF PRESENTATIONINTODUCTION OF UNILEVERINTRODUCTION OF Lipton TeaCOMPANY’S OBJECTIVETARGET MARKETINGCOMPETITORSMARKETING MIXGROWTH SHARE STRATEGIES

“BCG” MATRIXENVIRONMENTAL FECTORS

MICROENVIRONMENTMACRO ENVIRONMENT

RESEARCH METHODOLOGYSWOT ANALYSISCONCLUSIONRECOMMENDATIONSREFERENCES

INTRODUCTION OF UNILEVERMr. William Haskith Lever started his business of groceries as a wholesaler in 1877 and manufactured a soap named “Sunlight”. After 19191. Europe2. America3. Australia4. China5. Japan6. Indian Subcontinent

In 1948 Uni-Lever purchased 70% shares of the entire product manufacturing company of Pakistan and established their first chemical Laboratory and factory at Rahim Yar Khan.Finally, established the head office at Karachi and branch office at Lahore, Faisalabad, Hyderabad, Multan and Islamabad.

Product Launching History

Year Product Launched1951 Dalda Banaspati Ghee1952 Sunlight Soap1952 Life Buoy1954 Lux Beauty Soap

1954 Lipton Tea1984 Detergents1984 Food Items1994 Walls Ice Cream1996 Polka Ice Cream

INTRODUCTION OF “LIPTON YELLOW LABEL TEA”

Sir Thomas Lipton's vision to provide the best quality tea has made Lipton the number one tea in the world today. Lipton offers an option to tea lovers to enjoy their favorite drink in an exciting and refreshing way.

LIPTON’S OBJECTIVE

For launching this product Lever Brothers has some objectives and company shall launch product on the basis of following objectives.

a) Goodwill of Companyb) Good Qualityc) Want Satisfaction

LIPTON’S RANGE

Lipton Yellow Label pack Lipton Yellow Label Value Pack     Lipton Yellow Label Jar Lipton Green Tea  

 Lipton Green Tea Jasmine Lipton Green Tea Mint

TARGET MARKET

1) Upper Class2) Middle Class3) Lower Class

COMPETITORSi)Branch Competitors

a) Broke Bondb) Tapal Dan-e-Darc) Alkozay Tead) Isfahanie) Kenya Mixture Teaf) Gul Bahar Green Tea

ii)Substitute Competitorsa) Kehwahb) Johar Joshandac) Coffee

iii)General Competition Open Tea

MARKETING MIX

PRODUCTPRICEPLACEPROMOTION

“BCG” MATRIX

ACCORDING TO THE BCG MATRIX “LIPTON YELLOW LABEL TEA” HAVING HIGH GROWTH RATE AND HIGH MARKET SHARE LIES AS THE “STARS”

HIGH

LOW

HIGH

Stars Question Mark

LOW Cash Cow

Dogs

MARKET

GRO

WTH

RATE

MARKET SHARE

Environmental factorMICROENVIRONMENT Company Suppliers Market intermediaries Competitors Publics

MACRO ENVIRONMENT Political Economical Social technical

INSTRUMENTAL RESEARCH

INTERVIEWPRIMERY SOURCESCONDERY SOURCEQUESTIONNAIRE