Sunwash

Summary
Every day, around the world, people reach for
Unilever products.
OF LUX

MARKETING INTERMEDIATARIES:
Sun block + face wash = sun wash
TARGET MARKET ANALYSIS:
PRICING:
PRODUCT:
PROMOTION:
MARKETING CONTROL

Export of our product

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Introducing its new product

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Welcome to

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Vitality

Unilever’s mission is to add vitality to life. We meet

everyday needs for nutrition, hygiene and personal
care with brands that help people to feel good, look
good and get more out of life.

CULTURAL ANLAYSIS OF
UNILEVERS
No matter who you are, or where in the world you
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are, the chances are that our products are a
familiar part of your daily routine. Every day,
around the world, people reach for Unilever
products.
UNILEVER'S TODAY
Our brands are trusted everywhere and, by listening
to the people who buy them, we've grown into one
of the world's most successful consumer goods
companies. In fact, 150 million times a day, someone
somewhere chooses a Unilever product.
Look in your fridge, or on the bathroom shelf, and
you're bound to see one of our well-known brands.
We create market and distribute the products that
people choose to feed their families and keep
themselves and their homes clean and fresh.
People's lives are changing fast. As the way we all
live and work evolves, our needs and tastes change
too. At Unilever we aim to help people in their daily
lives. So we keep developing new products,
improving tried and tested brands and promoting
better, more efficient ways of working.
We have a portfolio of brands that are popular across
the globe - as well as regional products and local
varieties of famous-name goods. This diversity comes
from two of our key strengths:
•Strong roots in local markets and first-hand

•Knowledge of the local culture.

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•World-class business expertise applied
internationally to serve consumers everywhere.
Focusing on performance and productivity, we
encourage our people to develop new ideas and put
fresh approaches into practice. Hand in hand with
this is a strong sense of responsibility to the
communities we serve. We don't only measure
success in financial terms; how we achieve results is
important too. We work hard to conduct our business
with integrity - respecting our employees, our
consumers and the environment around us.
Unilever is one of the world's leading suppliers of
fast-moving consumer goods. Here are some recent
highlights from our three global divisions - Foods,
home care and personal care.

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its all about lux

We all want to be pampered, to look and
feel great, to enjoy that moment when
anything seems possible. And that's just
what Lux offers you on a daily basis at a
price you can afford.
lux bring out the star in u
Everything about Lux, from the look and feel of
the products and packaging to the fragrances,
is a delight to the senses. In fact, Lux has been
making waves since 1924, when it launched the
world's first mass-market beauty soap in the US
at a fraction of the cost of imported French
soaps. Since then it has expanded into other
areas, including shower gels, bath creams and
hand creams, many with nourishing ingredients.
Glamorous & sensual
Throughout this time, Lux has been closely
associated with many of the most glamorous
and sensual women of the age. Marilyn Monroe,

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Demi Moore and Catherine Zeta-Jones are some
of the stars who've appeared in our ads. Today,
you'll encounter stars like the supermodel
Giselle, but with a twist – a twist that
underlines Lux's ability to bring out the star in
you.
This year Lux came up with an original way of
getting to know different cultures, so it can keep on
delivering products that delight the senses.

UNILEVER PAKISTAN

PORTFOLIO

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PORTFOLIO ANALYSIS
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OF LUX

BCG ANALYSIS
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ON THE BASIS OF SALE

STAR PRODUCT DOG PRODUCT

CASH COW QUESTION

MARK

FORMAL STRUCTURE
ANALYSIS
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Board of Directors
• Mr. Syed Baber Ali
• Mr. Irtiza Hussain
• Mr. Omer H. Karim
• Mr. FatehaliW.Vellani

Chairman & CEO

Ms. Musharaf Hai

Finance & IT Human Resource Supply Chain

Home& Personal Care Customer Channel
Peter Harvey Paul Keijzer Qaysar Alam
Thomas Darlow Development
Noeman shirazi

MARKETING ENVIROMENT AUDIT

(Micro n Macro)

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MICRO FACTORS
COMPANY:
•
Hierarchy is horizontal. So that our all the
managers have good
collaboration with each other. So, unilevers
hierarchy is very much supportive in this
regard.
• SUPPLIER:
We have no threat for supplier specifically
as we have made a contract with the same
supplier who supplies us chemicals and
other ingredients of soaps and shampoos
and shower gel. So it is beneficial for us to
continue start that product.
• MARKETING INTERMEDIATARIES:
No threat for distributors/resellers. As we
are using our old chain(by which we supply
shampoos n soaps) for these all. As far as
financial intermediaries are concerned so
we are sound in this regard.

• CUSTOMER:
We are well defining with our target
market and segments market. As, our
product is neither gender specific nor for
only one social class. So, that we have
enough people to cater with.
• COMPETITOR:

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Direct; we have no direct competitors as
such as our product is unique and one of its
type.
Indirect; indirect competitors are many. All
those who made face washes n sun blocks.
(Here are many huge brands in this regard
so we have a sort of threat).
• PUBLICS:
Our publics are interested in our product as
it may bring a financial interest to our
stock holders, and the other major factor
of this is our media public. It’s a very good
source for them as it lounge under
unilever’s company n a very respectable
brand lux.

MACRO
• DEMOGRAPHIC:
Our birthrate is increasing from last 2
years. The segment market we cater are
are the middle-uppers n upper-uppers
economical classes. We are not gender

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specific so it also supports our demo
graphs.
• ECONOMICS:
As the social class we cater are
economically sound. And the product we
give is also comfortable with respect to
prices.
• NATURAL:
Our natural environment is quite sound in
this regard. As the raw material we use is
nether injurious to health nor damages the
environment. Now-a-days environmental
pollution increases so people are more
shifted towards sun block and these types
of product.
• TECHNOLOGICAL ENVIROMENT:
Technologically we are sound as there is no
changes occur accordingly to the
advancement in technology.

• POLITICAL ENVIROMENT:
Politically we are sound in this regard as no
such policies are there that we should
adopt or we should not adopt.
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• CULTURAL ENVIROMENT:
People trend are now shifting towards using
face washes n sun-blocks due to self
indulgence.

SWOT analysis
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S W
• Less budget for
• Distribution channel marketing activities
• Financial condition
• Company’s name
• Skilled management
• Raw material

O T
• New product • Strong indirect
• People trends are competitors
shifting • Lack of awareness

What is your marketing plan for?

Our marketing plan is to promote the new n

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unique product under unilevers.
Under the brand name of lux which have
persona of beauty & style. After the great
success of lux soap, and shower gel we are now
launching a new product.
Sun block + face wash = sun wash
the question arises in your minds is all about
why there is a need for this tw0-in-one
product?
the answers to these questions are simple and
obvious
first we talk about our brand persona is of
beauty n style
style is the word both for males n females its
something which helps u 2 carry your
personality with confidence it include
everything about beauty so it is also important
for both the genders the products of lux are
never gender specific so this time we follow
our same patterns.
our this product have both the qualities of sun
block and face-wash we thought about this c0z
now a days people do not have time to carry
many thing together. They need everything
they are not only quality oriented but also cost
oriented.
we have full confidence on our product and
that is becoz we are not only offer excellent
quality, but also @ low cost.
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we are able to supply this @ not much cost as
we don’t have to search for supplier not even
distributor.
but still we manage our prices due to our name
in the market so we decide our prices on
competitor bases...
as, sunblock a 100 ml bottle cost 70.00/= and
the face wash 100g in 60.00/= so all-together
cost 130/= bt we give u sunwash in jst Rs.120/=
for initial 4months.{we are comparing our
prices with ponds as it is under the company
name of unilevers}
so, briefly speaking we can say that sun wash
not only increases yours face beauty but also
prevent u from radiant sun rays. It’s not only
convenient to carry, time saving but also easy
to apply. It’s for all types of skin.
so, no one have to worry about their specific
skin type.

TARGET MARKET ANALYSIS:

(basically, for whom we made the product)

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GEOGRAPHICALLY: first we cater Karachi. As we have
concept of working women is highly found there in Karachi.
Although our product is both for males n female. but as far
as catering procedure is concerned so 1st in Karachi. Then
in Lahore and finally towards Islamabad.

AGE: 16-36 (2 groups)

GENDER: both (males female)

INCOME: 10,000 and above

OCCUPATION: working men and women, students

SOCIAL CLASSES: upper-lower & middle-upper

BENEFITS: convenient (in-terms of money n time savings)

Segmentation analysis:
Geographically: firstly we cater Karachi then to
Lahore and finally to Islamabad
Then our movements will b towards Multan,
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Hyderabad and interior region of sindh and Punjab.

Demographically: firstly we are trying to cater the

age groups of 16+ but by changes our promotion we
can cater the people of all 12+ means whole teen-
agers we give u the limits of 36 but we can cater
the people of 36+ as its good to use sun screen.

Gender: already our target is to cater both the

genders so no other segment is left to think on that
section.

occupation: we cater the people of gd incomes so

students and professionals but we cater cater our
labors class n those college students who really care
about their skin.

Income level: we are catering incomes of people

10,000+ but we can move down ward as we have
sachet.

Social classes: same case goes withy social classes

we can move up ward as much as we want but think
about down ward movement we can only move till
middle-lower. As our brand have only this much
elasticity in prices.

Life style: all those who r strivers, achievers n

strugglers (it help to maintain style)

Personality: it’s compulsive for gregarious and social

persons, who are ambitious and want to do
something all those who really care about there skin
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and health conscious and sun radiations are also
harmful from health point of view.

Behavioral: occasion: regular use

Beliefs: quality, service. Availability, economical,
convenient

MARKETNG STRATEGIES

PRICING:
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Our pricing is totally based on competitor
bases;
By our survey we concluded that the face-
wash of NEUTROGENA have its importance
n the market most obviously the face wash
of pears is also famous but usually in
females but the face wash of Neutrogena is
famous for both males and females.
And we are comparing sun block of LAKMEE
as it has its own good reputation among
the working class.
So we design our pricing like this that you
can count it very economical.

PRODUCT:
Our, this new product has many attributes
which can give you many benefits.

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|- it not only protect you from dirt and sun
but also leave your skin with gloss and no
stickiness

|- it’s under the brand name of unilevers

so u have no doubt about its quality.
|- it’s very economical as unilevers motto
is to give u style n quality with the very
less price.

PROMOTION:
Being under unilevers we have no threat of
distributor as our product does not require
any special distributor chain. We distribute
it along with the other lux product.
But we promote our product by emphasing
on the company’s name which is by
unilevers
Instead of by lux because people have
perception about soap towards lux n that
the same reason for the low returns of our
shower gel.
We don’t have enough budgets so put this
product of the left shelves of the big
retailers with the poster of
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“Do you want to wash the sun-burning out

of your life see the left...”

In small retail outlets we don’t use this

promotion strategies we just keep the
product on right most shelves but to paste
the sticker of sun on our shelve with our
product.
We also put banners on the billboards on
the places where we are doing the
advertising of our existing product a month
before launching our product we done
different promotion but after the launch
our strategies is totally different.
For promotion we also put it in the parlors
like mahrose, rose, depliex and bhabhies
they also promote it at low cost because it
have there own profit as well like we do
joint venture so both the parties got good
feed backs
Our promotion plans also include free
sampling of our sachet in college’s n
universities. Obviously this is not unilevers
strategies to do free sampling but we do
this to introduce people about our product

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as our product is exclusively for the people
who remain out from morning to evening.
PLACING:
We have decided to launch this product
firstly in the Karachi market as the people
in Karachi have much trend of working and
they also do care about there skin, and
style and the life there in Karachi is so
busy. People are always searching for the
convenient goods so our product has firstly
to introduce in the Karachi. About placing
so we decide to place it in parlors:
in this regard we sign contract with
1stly in, mahrose (as they have many
branches in almost all the places of Karachi
like north nazamabad, d.h.a, p.e.c.h.s,
Clifton, gulshan-e-iqbal) and then to other
major parlors.
Retail outlet:
(Agha’s, naheed, rajneez, imtaiz, s’mart)

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ACTION PROGRAMME FOR NEXT

FOUR MONTHS
1ST MONTH:
Signing a contract with metro-cabs and green buses
Free sampling at different shopping malls like
millennium, Park-towers, dolmen-mall, forum (by
providing face wash and offering certain gifts on
these washes through lucky draws)
We decided to do this in our 3rd week but we are
dong this in the first month of our campaign because
EID-UZ-AZHA is commencing and the people trends
are more towards shopping at these timings]

2nd MONTH:
Advertisement at front quarter page of Dawn on
Sunday

3RD MONTH:
Advertisement in magazine and @ websites.
Magazines:
Meg monthly
Khwateen monthly
Akhbar-e-jahan monthly
Web-site:
@ Unilevers own website
@ Yahoo main page
Below msn messenger

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4th MONTH
Free sampling at universities colleges and beauty
parlous.

Promotional budget
1ST MONTH:
Signing a contract with metro-cabs and green

Buses……………………………………100,000/=

Free sampling at shopping

Malls………..…………………………..200,000/=
300,000/=
2nd MONTH:
Advertisement in Dawn……………………………………
225,000/=
525,000/=

3RD MONTH:

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Meg monthly (2months) [25,000+25,000]……....50,000/=

Khawateen (1 month)………………………50,000/=

Akhbar-e-jahan (monthly)…………….35, 000/=

Web-sites……………………………..40, 000/=
700,000/=

4th MONTH
Free sampling………….……………100,000/=

TOTAL BUDGET…………………….800, 000/=

MARKETING CONTROL
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For taking feed back of our product we take

following steps:

1. supply a slip to consumer a feed backs slip on

there 2nd purchase and pon this they have
chances to win prizes..
2. we are targeting for the sales of almost 500units
per month after 2nd month of promotion we
found that out of this estimated amount we
were able to sold 450 units so this is a great
progress
3. people not only easy remeber the name of our
product but also the colour of our product which
is blue.
4. we provide u-comment a UAN line for the feed
back.

Statement of Contribution:

M.Umar Khan:
• Introduction
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• Mission Statement

Ahmar Iqbal
• Hierarchy
• Formatting and Printing

Syed Ghalib Hasnain Zaidi

• Whole Section B & C
• And remaining of section A

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Export of our product

VITALITY

Exporter
Invesa corp.

Channel
Ship

Port of shipment
Karachi-Dubai-India

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