UNILEVER

REPORT ON MARKETTING
MANAGEMENT
TOPIC PRODOCT
SUBMITTED TO: MAM BUSHRA BAIG
SUBMITTED BY:

M. WAQAS KHAN MBE-09-16

ASIF IKRAM GHOURI MBE-09-17
AZZAH RAZZAQ MBE-09-06
UMBER AMEEN MBE-09-54
SYEDA FAIZA BATOOL MBE-09-09

MBA (EVENING) 2ND SEMESTER

SESSION 2009-2012
 PREFACE
This report focuses on unilever marketing strategies
its environment, its competitive strategies product
and marketing factors. We designed a report to
provide a brief description about its marketing mix
and its major competitors in Pakistan. In addition to
these we add a research survey base on unilever. We
all have tried to our level best to fulfill all the
requirements mentioned to us and now it is up to the
reader to read carefully and understand what we want
to communicate. This report provides a brief
knowledge about unilever.

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 Acknowledgment
My first foremost humble and gratitude thanks to
ALLAH the almighty for giving me the velour to remain
dedicate to make this report. This underlying form term
report is based on the analysis of different marketing
mix function of unilever applied on sunsilk. In making
this report we collect data from publication, internet,
magazines and official person.

Executive summary
The summery of this report is that in this report we describes the
history , mission , vision, purpose, their total brand in Pakistan and
how company manage these brands for segmentation, targeting ,

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and positioning. This report tells us that how company selects their
segmentation, targeting and positioning strategy for a specific
product Sunsilk shampoo. This report tells that what are the
pricing, promotion, and packaging strategy of sunsilk shampoo. It
also mentions that what are the version of sunsilk shampoo launch
into the market according to consumer need and evaluation.
Strength, weakness, opportunities and threats also discuss in this
report. In the end recommendations are given that what strategy
unilever will follow to meet the strategies and market share of their
competitors.

Contents

Introduction to Unilever.................................................................................................8
Life partner......................................................................................................................8
Continuous development;................................................................................................9
Health & personal care;...................................................................................................9
Foods;............................................................................................................................10
Unilever Pakistan limited;.............................................................................................11
UNILEVER LOGO.......................................................................................................12
Unilever slogan:.............................................................................................................12
Unilever's corporate mission:........................................................................................12
HISTORY:.....................................................................................................................13
Helping people get more out of life;..............................................................................13
VISION:.........................................................................................................................13
A clear direction;...........................................................................................................14
Purpose & principles;....................................................................................................14
Always working with integrity;.....................................................................................15
Positive impact;.............................................................................................................15

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Continuous commitment;...............................................................................................15
Setting out our aspirations;............................................................................................15
Working with others;.....................................................................................................15
Market research:............................................................................................................16
STP’S.............................................................................................................................16
SEGMENTATION:.......................................................................................................16
TARGETING:...............................................................................................................16
POSITONING:..............................................................................................................16
UNILEVER PRODUCT LINE:....................................................................................17
PRODUCT;....................................................................................................................17
Levels of product;..........................................................................................................18
Types of product;...........................................................................................................18
Convenience product;....................................................................................................18
Shopping product;..........................................................................................................18
Specialty product;..........................................................................................................19
Unsought product;.........................................................................................................19
PRODUCT OF FOCUS: SHAMPOO.......................................................................19
BRAND NAME: SUNSILK.........................................................................19
Moto of sunsilk..............................................................................................................19
History of sunsilk shampoo;..........................................................................................19
Target market;................................................................................................................20
Competitor review;........................................................................................................20
Packaging;......................................................................................................................20
Sunsilk softening antidandruff shampoo;......................................................................21
Sunsilk black shine shampoo;........................................................................................21
Sunsilk long and strong shampoo;.................................................................................21
Sunsilk soft touch shampoo;..........................................................................................22
Sunsilk damage repair shampoo;...................................................................................22
Customer review of product usage;...............................................................................23
Pricing objectives;.........................................................................................................23
Promotion objectives;....................................................................................................23
Advertising objectives;..................................................................................................24
Advertising strategy;......................................................................................................24
Distribution objectives;..................................................................................................25

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 SWOT Analysis;............................................................................................................25
STRENGTH;.................................................................................................................25
Weakness;......................................................................................................................26
Opportunities;................................................................................................................26
Threats;..........................................................................................................................27
Recommendations;........................................................................................................27

Unilever
Introduction:

160 million times a day, someone somewhere chooses a Unilever product. From feeding
their family to keeping their home clean and fresh, unilever brands are part of everyday
life.

Life partner

With 400 brands spanning 14 categories of home, personal care and foods products, no
other company touches so many people's lives in so many different ways.

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Unilever brand portfolio has made unilever leaders in every field in which they work. It
ranges from much-loved world favorites including Lipton, Knorr, Dove and Omo, to
trusted local brands such as Blue Band and Suave. 

From comforting soups to warm a winter's day, to sensuous soaps that make us feel
fabulous, unilever products help people get more out of life. 

Unilever constantly enhancing their brands to deliver more intense, rewarding product
experiences, They invest nearly €1 billion every year in cutting-edge research and
development, and have five laboratories around the world that explore new thinking and
techniques to help develop our products. 

Continuous development;

Consumer research plays a vital role in our brands' development. We're constantly
developing new products and developing tried and tested brands to meet changing tastes,
lifestyles and expectations. And our strong roots in local markets also mean we can
respond to consumers at a local level. 

By helping improve people's diets and daily lives, we can help them keep healthier for
longer, look good and give their children the best start in life. 

We also believe that the very business of conducting business in a responsible way has a
positive social impact. We create and share wealth, invest in local economies and develop
people's skills – both inside our organization and in the communities around us. 

Today Unilever employs 163 000 people, sells products in 170 countries worldwide, and
supports the jobs of many thousands of distributors, contractors and suppliers. 

Health & personal care;

 First launched in France in 1983, our leading male grooming brand, Axe, now
gives guys the edge in the mating game in over 60 countries

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  Our oral care brands Mentadent, Peposodent and Signal have teamed up with the
world's largest dental federation, the FDI, which represents over 750 000 dentists
around the world
 Lux became the first mass-marketed soap when it launched in 1924. Today it
achieves annual global sales of over €1 billion
 Domestos is a best-selling brand in nine of the 35 countries in which it's sold 
 Recent breakthroughs at Rexona include Rexona Crystal, a deodorant that
eliminates unsightly white deposits on dark garments
 Unilever Small & Mighty concentrated liquid fits into a smaller bottle, requiring
half the packaging, water and lorries to transport it, making it kinder on the
environment

 Hindustan Unilever in India has launched a hand-wash product, Surf Excel Quick
Wash, with a low foaming formulation, reducing the amount of water needed for
rinsing by up to two buckets per wash.

Foods;

 Knorr is our biggest food brand with a strong presence in over 80 countries and a
product range including soups, sauces, bouillons, noodles and complete meals 
 Lipton's tea-based drinks include the international Lipton Iced Tea range, the
Lipton range in North America and Lipton Yellow Label, the world's favorite tea
brand
 Becel/Flora proactive products have been recognized as the most significant
advancement in the dietary management of cholesterol in 40 years

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  In the mid-1990s we led the industry with our programmed to eliminate almost all
trans fat from our margarine 
 We're the world's largest ice cream manufacturer, thanks to the success of our
Heart brand which includes Magnum, Cornetto, Carte d'Or and Solero, and Ben &
Jerry's and Breyers in the US.
 We are producing a lot of food products that use very extensively in Pakistan and
in all over the world.

Unilever Pakistan limited;

The Unilever Pakistan Limited (UPL), formerly Lever Brothers Pakistan Limited was
established in Pakistan in 1948. The town of Rahim-Yar-Khan was the site chosen for
setting up a vegetable oil factory. Unilever Pakistan is the largest FMCG Company in
Pakistan, as well as one of the largest multinationals operating in the country. Now
operating six factories at different locations around the country. The Unilever's Head
Office was shifted to Karachi from the Rahim-Yar-Khan site in the mid 60's.

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UNILEVER LOGO

Unilever slogan:

“FEEL GOOD, LOOK GOOD AND GET MORE

OUT OF LIFE”

Unilever's corporate mission:

“To add vitality to life”

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HISTORY:

Helping people get more out of life;

In the 1890s, William Hesketh Lever, founder of Lever Bros, wrote down his ideas for
Sunlight Soap – his revolutionary new product that helped popularize cleanliness and
hygiene in Victorian England. It was 'to make cleanliness commonplace; to lessen work
for women; to foster health and contribute to personal attractiveness, that life may be
more enjoyable and rewarding for the people who use our products'.

This was long before the phrase 'Corporate Mission' had been invented, but these ideas
have stayed at the heart of our business. Even if their language - and the notion of only
women doing housework – has become outdated. 

In a history that now crosses three centuries, Unilever's success has been influenced by
the major events of the day – economic boom, depression, world wars, changing
consumer lifestyles and advances in technology. And throughout we've created products
that help people get more out of life – cutting the time spent on household chores,
improving nutrition, enabling people to enjoy food and take care of their homes, their
clothes and themselves.

VISION:

Unilever products touch the lives of over 2 billion people every day – whether that's
through feeling great because they've got shiny hair and a brilliant smile, keeping their
homes fresh and clean, or by enjoying a great cup of tea, satisfying meal or healthy
snack.

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A clear direction;

The four pillars of our vision set out the long term direction for the company – where we
want to go and how we are going to get there:

 We work to create a better future every day

 We help people feel good, look good and get more out of life with brands and
services that are good for them and good for others.

 We will inspire people to take small everyday actions that can add up to a big
difference for the world.

 We will develop new ways of doing business that will allow us to double the size
of our company while reducing our environmental impact.

We've always believed in the power of our brands to improve the quality of people’s
lives and in doing the right thing. As our business grows, so do our responsibilities. We
recognize that global challenges such as climate change concern us all. Considering the
wider impact of our actions is embedded in our values and is a fundamental part of who
we are.

Purpose & principles;

Unilever corporate purpose states that to succeed requires "the highest standards of
corporate behavior towards everyone we work with, the communities we touch, and the
environment on which we have an impact."

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Always working with integrity;

Unilever conducting their operations with integrity and with respect for the many people,
organizations and environments our business touches has always been at the heart of our
corporate responsibility.

Positive impact;

Unilever aim to make a positive impact in many ways: through our brands, their
commercial operations and relationships, through voluntary contributions, and through
the various other ways in which we engage with society. 

Continuous commitment;

Unilever is also committed to continuously improving the way we manage our

environmental impacts and are working towards our longer-term goal of developing a
sustainable business.

Setting out our aspirations;

Unilever corporate purpose sets out our aspirations in running our business. It's
underpinned by our code of business Principles which describes the operational standards
that everyone at Unilever follows, wherever they are in the world. The code also supports
our approach to governance and corporate responsibility.

Working with others;

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Unilever want to work with suppliers who have values similar to our own and work to the
same standards we do. Our Business partner code, aligned to our own Code of business
principles, comprises ten principles covering business integrity and responsibilities
relating to employees, consumers and the environment.

Market research:

When unilever launch its new product than its CMI department collects data and statistics
about its consumer and making research on them. This all process is done according to
the instruction of A.C NEILSON who is the auditor of unilever and manager of
collection data about consumer.

STP’S

SEGMENTATION:

Unilever make his segmentation on the basis of Geographic segmentation and channels
of distribution, like general stores, bakeries, and other retail stores on regional basis
where consumer can get their product easily.

TARGETING:

Unilever target its market on the basis of consumer buying behavior, income level, and
purchasing power of people. For which quantity of the product can be changed according
to the income and purchasing power of the consumers as in case of sunsilk 120ml and
5ml packs are also available to target low income groups.

POSITONING:

Unilever brands images that they provide quality products as reasonably low prices as
compared to its competitors. For example unilever provides its sunsilk small packs in Rs
3, while P&G offer their small pack shampoo in RS 5. So these unilever has strong
positioning on the mind of customers.

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UNILEVER PRODUCT LINE:

PRODUCT;
Any thing that can be offered to a market for attention, acquisition, use, or consumption
that might satisfy a want or need.

Product is something tangible which satisfy the customer needs and values.

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Levels of product;

Product planners need to think about product levels. Each level adds more customer
value. The most basic level is core benefit, which address the question what buyer really
buying? When defining product marketer must first define the core. At the second level
product planners must turn the core benefit into actual product. They need to develop
product features, design, a quality level, a brand name and packaging. Finally the product
planner must build an augmented product around the core benefit and actual product by
offering additional consumer service and benefits.

Types of product;

There are four types of product

1. Convenience product
2. Shopping product
3. Specialty product
4. Unsought product
5. consumer product
6. industrial product

Convenience product;

The product that consumer usually buys frequently, immediately, and with a minimum
number of comparison and buying effort for example shampoo.

Shopping product;

Consumer goods that the customer in the process of selection and purchase
characteristically, compares on such basis as suitability, quality, price and style.

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Specialty product;

Consumer product with unique characteristics or brand identification for which a

significant group of buyers is willing to make a special purchase effort.

Unsought product;

Consumer product that the consumer does not know or knows about but does not
normally think of buying.

PRODUCT OF FOCUS: SHAMPOO

Our product of focus in that assignment is one of the unilever successful products,
shampoo its brand name is sunsilk and it has high growth rate and market share.

BRAND NAME: SUNSILK

The new sunsilk shampoo aims to fulfilling the need of its target market by offering a
high quality, assessment of concept in term of acceptability, credibility, and perceived
benefits that it offers a healthy choice shampoo alternative to target customer.

Moto of sunsilk

“Softness, shine, and manageability of hairs.”

History of sunsilk shampoo;

Sunsilk introduced in 1989 with three variants related to hair type endorsement of a hair
stylist was the first step in building the image of brand as health care expert. With the
competition of local and multinational companies due to rationalize of excise duties,
sunsilk has not been able to take market share. To strengthen the brand UPL decided to
prelaunch sunsilk premium range consisting of four variants in January 2000. Due to

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need of shampoo for oily hair and dandruff unilever launch a new variant of sunsilk
having citrus extracts.

Target market;

Unilever main target market for sunsilk is female of 16 to 40 ages belonging to two upper
classes, but in promotion activities they cover whole market of these classes.

Competitor review;

The major competitor of sunsilk in rural areas is BIO AMLA and in urban areas sunsilk
mainly cutthroat of P&G. The main advantage of BIO Amla is herbal composition, low
prices, which attract rural market but in term of quality they are far behind sunsilk
shampoo. In urban areas sunsilk acting market challenge with P&G. sunsilk has got the
advantage of keeping their prices lower than P&G but P&G has captured a large market
share due to its intense promotional activities.

Packaging;

The packaging design of new sunsilk brand range is extremely excited and has been
designing by BROWN incorporation UK. The packaging makes the brands look expert
and modern. This packaging makes brand more contemporary and hi – tech. it ensure
more emphasis and variants they have already been part of the product, but never been
communicated to customer that well. This new packaging clear that there is a separate
product of each hair type.
Currently main range of sunsilk shampoo;

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Sunsilk softening antidandruff shampoo;

This shampoo is unique paralyzed

formulation with chamomide and
vitanol to drive out dandruff and
nourish your hairs.

Sunsilk black shine shampoo;

This shampoo includes HENNA and

COCOA naturally blackness and
smoothness your hairs so it reflects
shine.

Sunsilk long and strong shampoo;

This shampoo include ginseng – protein

nourishes and strength your hair. By
reinforcing the whole strand your hair
will grow beautifully strong and long.

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Sunsilk soft touch shampoo;

This shampoo includes rich

almond oil and cream nutrients.
It nourishes deep inside each
hair strand to bring out softness
you can really feel. Soft hairs
love to be touches.

Sunsilk damage repair shampoo;

This shampoo include olive oil serum helps to
rebuild your hair natural cellular structure and seal
it natural conditioning blanket.

These are the complete brand version of sunsilk

shampoo. By offering these brands into the market
unilever enables to make his market share strong.
Customer becomes more loyal towards unilever
there is no compromise in quality, and company
offers that product which the customer need at
appropriate time.
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Customer review of product usage;

40.00%

35.00%

30.00%

25.00%

20.00%

15.00%

10.00%

5.00%

0.00%
green black orange white pink

Pricing objectives;

Unilever claim to practices value based pricing in which customer perception of product
price provides the starting point for developing the marketing mix of product. The
research department determines the price by usually determines focusing group. The

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price of rupee 3 for sunsilk show how price also reflects the concern to make purchase
more effective.

Promotion objectives;

 Build top of the line consumer awareness.

 Creating a personality of brand.
 To increase usage.
 Conditioning benefits.
 Make hair appear clean & shine.
 Impart a feeling of freshness due to fragrances.
 Easy to manage silky soft hair.
 Unique shampoo for every hair type.
 Effectively communicate brand promise.

Advertising objectives;

Advertising objectives of sunsilk shampoo follow the SMILE approach

S = simple.
M = memorable.
I = Inserting with relevant information.
L = link to brands.
E = emotionally involved and link.

The ad should have good advertising idea

 Advertising should meet the brief introduction.
 Message clearly communicated.
 Ad should fit the brand personality.
 An ad is usually changed after 18 months.

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  TARP (target audience rating point).

Advertising strategy;

A product particular advertising strategy also depends on level of competition involved

with each product. For example shampoo ad previously used to provides emotional
benefit but when P&G enter into shampoo market with its shampoo PANTENE it
revamped the whole situation. Pantene ad promoted shampoo personal benefits which
generally applied the customer. Than unilever change its advertising strategy for sunsilk
so that sunsilk advertisement also promoted shampoo functional benefits.
Unilever believes that message about product delivered by credible sources, these can be
very persuasive. Hence Nabila who is an hair care expert endorse sunsilk and more value
is added to brand. Nabila recognized and highly qualified stylist is used by sunsilk in its
ad to bring out expert image. Sunsilk has come up new promotional campaign GOOD
Hair Days in six major cities and by famous hair stylist.

Distribution objectives;

Unilever has 150 distributors which sold directly to wholesaler. They are carefully
selected and their performance is consciously evaluated. They appear extreme satisfied
with channels system and have good report with them. Unilever statement verify by our
consumer survey which reveals that retailer satisfied with unilever distribution system.
This an added advantage consumer goes to habitual buying behavior. Sunsilk has very
good distributions network all over the country. They struggle hard to adopt such
channels that guarantee perfect result regarding placement of product.
These distributions select carefully to retailer and retailer;
 Knows about significant of product.
 Place product along with its major competitors.
 Display scetches distinctively.

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They give trade promotion and incentives to their distributors. They contribute towards
sunsilk by word of mouth.

SWOT Analysis;

STRENGTH;

 Unilever is the largest organization in Pakistan.

 Strong company portfolio.
 Success of the slogan.
 Quantity and variety.
 Company has advance technology and skill professionals.
 Sunsilk is high quality product in term of protection.
 Target market is educated, professionals, and belong to premium and middle
classes.
 Company owned systematic distribution network transparent communication
system.
 Distribution is very good.

Weakness;

 Competitor has strong promotional activities.

 Imported brands also available in market.
 Customers are offered better alternatives by competition.

Opportunities;

 Population expands very rapidly.

 New markets.
 Focus on research & development.
 Low income consumers

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  Consumer becomes more quality conscious.
 Current capacity utilization is 80% which can be further broad by increase in
demand.
 Customer based increasing with effective marketing.
 Baby shampoo is the other area in which unilever gains a huge.
 Shampoo plus conditioner and antidandruff is other area in which unilever gains
a huge.

Threats;

 Political and economic factor.

 Partial GOVT. policies.
 High competition.
 Local and foreign competition.
 Smuggling via Afghan trade.
 Supplies from Indonesia and Thailand.

Recommendations;

 Unilever realize huge potential of rural market 72% of total population but not
yet develop a successful strategy to penetrate this market. The success of
unilever Hindustan emulated which saptured the rural market by two strategies
1. Develop strong distribution structure
2. Adopting packaging and pricing
 Unilever increase buying of raw material so that it does not have to suffer
devolution and continuously increase in tariff rates.

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  Unilever introduced a smaller 100mi pack of sunsilk in order to capture lower
income segment.
 Unilever enter into web marketing.
 Soccer foundation mainly sponsored by unilever should be emulated.
 They should increase frequencies of advertising by electronic and print media.

They should introduce 2 in 1 shampoo plus conditioner which demand huge

potential market.

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