Executive Summary

This project focuses on the following areas:

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


PREFACE
This 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.

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
UNILEVERS PHILOSOPHY
Success 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.

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 willingness 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.

Marketing Project
Submitted to: SIR SOHAIL KAMRAN
Submitted By: RABIA MADIHA SEHRISH
TABASSUM

COMPANY HISTORY

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 everywhere 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 RANGE

SSC
1. BRANDS
- DALDA BNASPATI
- DALDA COOKING OIL
- PLANTA COOKING OIL
- BLUE BAND MARGARINE
- INDUSTRIAL AND BAKERY FATS
- MELANGE

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

3. HOME AND PERSONALCARE
a) Skin Cleaning:
- LUX
- LIFEBUOY
- FAIR & LOVELY SOAP
b) Fabric Wash:
- SURF EXCEL
- WHEEL

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

4. Personal Care
- FAIR AND LOVELY
- PONDS CREAM
- PONDS TALC
- SUNSILK SHAMPOO
- LIFEBUOY SHAMPOO
5. Oral Care
- CLOSE UP