Unilever
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Transcript of Unilever
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GROUP MEMBERS
Creating the better future everyday
Unilever is one of the world’s leading suppliers of fast-moving consumer goods.
Their aim is to provide people the world over with products that are good for them and
good for others.
The consumer goods giant grew out of a
merger in 1930 between Dutch margarine
company Margarine Unie and British soap maker Lever Brothers..
Unilever Pakistan History
Established in some 50 years ago.
Lifebuoy, Lux, Surf and Walls.
First factory established in 1958 in
The town of RahimYar Khan
Unilever Pakistan is the largest FMCG company in
Pakistan
as well as one of the largest
multinationals operating in the country
The company operates
through 5 regional offices, 4
wholly owned. and 6 third
party manufacturing
sites across Pakistan.
The company contributes a
significant proportion of the country's taxes through operating its factories in
different locations in the
country
Unilever’s Portfolio of Categories
Vitality is at the heart of everything we do. It's in our brands, our people
and our approach to business.
We help people around the world meet everyday needs for nutrition, hygiene and
wellbeing, with brands that help people look good, feel
good and get more out of life.
Dove Shampoo
Popular shampoo brand in Pakistan is Dove. Dove is offering different shampoos for all types of hair.
nourishing oil care shampoo
color rescue shampoo
dryness care shampoo
intense repair shampoo
daily shine shampoo
straight and silky shampoo
Industry Overview
Suave and Tresemme are two dry shampoo brands which are sold in Pakistan.
Dry shampoos do not have much awareness in Pakistan and the ones that are being used are mostly by professionals (hairstylist and hairdressers at salons and
parlors).
Market currently faces strategic challenges from the changes in consumer needs and preferences
Intensified competition among rival producers along with gradual expansion in consumer choice.
Dove Sales Estimation
Dove had an estimated sales of 10,000,000 (1 Million) last year (2013) and now we are going to increase the brand equity of Dove Shampoo by 10% through line
extension of the Dove Shampoo.
1000000 × 10/100 = 100000
1000000 + 100000= 1100000
Our Price:
We are going with 410 Rs. of
400ml bottle
200ml with price 210
100ml with price 140
Our Pricing strategy
penetration pricing..
Market analysis
First movers advantage which we are going to avail to gain market share and to increase the
brand equity of Dove.
We are targeting a market niche with a strong potential and hence it is essential
that we focus our resources in a
particular geographic region
(urban areas) where we can easily
establish awareness and demand for our
product.
Due to current fashion trends,
beautiful hair and hair styling is
considered the most significant part of a lady’s personality.
Competitors
Indirect competitors:
Direct
competitors:
Effective segmentation:
Accessible.
Substantial.
Actionable.
Distribution.
Media plan:
The media budget of eighty Million Rupees for our product Dove Dry shampoo has been allocated in various media such as
electronic (television), print (newspaper and magazine) and out of home advertising (billboards and streamers).
Marketing Objective:
To increase the brand equity of Dove Shampoo by 10% within 4 months in the
urban area of Pakistan by product development (line extension) of Dove
brand.