NEW SLIDES OF UNILEVER.ppt
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Transcript of NEW SLIDES OF UNILEVER.ppt
HISTORY• Lever brothers is founded by
WILLIAM HESKETH LEVER in 1890
• Key player in food & household product industry
• Historically grew through acquisitions
INTRODUCTION
LEVER BROTHERS, THE OLD NAME OF UNILEVER 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 151 COUNTRIES
MISSION STATEMENT
“Unilever's mission is to add vitality to life. We meet everyday needs for nutrition, hygiene, and personal care with brands that help people
UNILEVER STAFF
TODAY UNILEVER EMPLOYEES 179,000 PEOPLE IN 150 COUNTRIES WORLDWIDE
TODAY UNILEVER EMPLOYEES IN PAKISTAN ARE1677.
INNOVATIVE MANAGEMENT
They are focusing on 4 central areas:
1. Bigger jobs for bigger people.
2. Globalization & breaking down geographical borders.
3. Multi_zonal management.
4. Information management & shortening time spans.
UNILEVER PAKISTANUNILEVER 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
GENERAL INFORMATION
NO. OF EMPLOYEES 1677
SHARES 13,293,869
SHARE HOLDERS 4171
REVENUE 40.187 BILLIONS (2008)
CASH COWS
Low growth rate & high market share• Surf excel• Ponds• Lipton• Close up• Blue band• Lifebuoy soap• Rexona• Knorr
STRENGTHS
Strong company image
Strong brand portfolio
Quantity & variety
Effective & attractive packaging
High quality man power
CONT…
Solid base of the companyInnovative aspectsCorporate behaviorHealth & personal care productsHelp people getting more out of life
WEAKNESSES
High prices of products
Substitutes products
Policy of spending for the social responsibility
Lack of control in the market
OPPORTUNITIES
Changing life style of people
New markets
Increase the volume of production
Low income consumers
PRODUCT OF FOCUS
SURF EXCELIt is the oldest detergent
To be present in Pakistan
Since 1960.It believes
That children must be
free to experience their
LIFE for themselves…
CONT…
Quality: Removal of stain 10/10 reflects its quality
Brand name: Strong brand namePackaging: attractive, colourful & uniqueConvenience product
Packaging
• Surf Excel, mainly Unilever has a new Phenomena. It consults all 3 trade models
• (General trade, Local modern trade, and International modern trade) while designing
• packaging for Surf Excel. Packaging should be to create impulsive desires, and it should
• stand out among its competitors. It is where Product development team and marketers
• come into action in furnishing packaging standards for all its product ranges.
PROMOTION
Promotion is mainly through
Ads,billboards
Public relation( parks, art club & games for children)
Sales promotion
MARKET SEGMENTATION
Demographically:
Surf excel tropical
Surf excel blue
Surf excel automatic
Surf excel advance
TARGETINGSurf excel topical targeted the segment which are more conscious about fragranceSurf excel blue targeted those who care about their fabrics Surf excel automatic has low leather formula use in only washing machines
POSITIONINGPositioning of surf excel is due to:• Brand name• High quality• Attractive packing• Removes stains 10/10• Dirt is good (every child has the
right to play and discover his own world)