ACKNOWLEDGEMENT

THANKS TO ALLAH ALMIGHTY WHO IS THE

SINGLE DESERVER OF EULOGIES IN THIS
UNIVERSE WHO PROVIDE ME OPPURTUNITY
TO SHOW MY ABILITIES.2NDLY I PAY MY
REGARDS TO SIR UMER ALI WHO CREATE
SUCH EVENTS TO POLISH THE ABILTIES OF
STUDENTS TO BE COMPITENT IN
PROFESSIONAL LIFE AND WITH THE
DEVOTIONAL CONCERN OF ALLAH I AM ABLE
TO ACCOMPLISH MY TASK.

TABLE OF CONTENTS
PART A
INDUSTRIAL IFORMATION
BACKGROUND
NUMBER OF PLAYERS
MARKET SHARE
PROFIT AND LOSS OF LAST TWO YEAR
PRODUCTS

PART B
COMPANY HISTORY
PRODUCTS
PART C
APPLICATION OF WHOLE MARKETRING COURSE
SEGMENTATION ,TARGETING AND POSITIONINJG
4PS OF MARKETING

unilever

Unilever industrial back ground

(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 fast-moving consumer goods (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.and till now.

Procter and gamble Pakistan

Procter and gamble head quartet in

Karachi connected operation in
Pakistan in 1991.over goal was to
become finest consumer good.
Company operation locally in
Pakistan

No of players in industry

Unilever
Procter and gamble
Nestle
Johns and johns

products
unilever: lux, surf excel,lipton, supreme,
lifeboy clear close up,Rin, pond,sunslik.etc
P$G:HEAD IN SHOULDER,ARIEL,SAFE GUARD
etc
NESTLE:NESTLE MALIK PACK,NESTLE WATER

JOHNS AND JOHNS:

BABY LOCTION etc

ets

Company information

Unilever was created in 1930 when

britches soap market lever brother
merged with Dutch margined
producer .at that time an international
barging together complimentary
business with strong global network
would create new oppournities

Unilever Pakistan

Unilever is frequently knowns as lever

brother Pakistan limited is by far
largest and most experienced fast
consumer good and service (fmcg)
firm in Pakistan .it enjoy very long
market share in consumer good

Product of unilever

PRODUCT OF UNILEVER

Company information

Unilever was created in 1930 when

britches soap market lever brother
merged with Dutch margined
producer .at that time an international
barging together complimentary
business with strong global network
would create new oppournities

Unilever Pakistan

Unilever is frequently knowns as lever

brother Pakistan limited is by far
largest and most experienced fast
consumer good and service (fmcg)
firm in Pakistan .it enjoy very long
market share in consumer good

Supreme tea

Brook Bond supreme

Brooke Bond Supreme is part of life for the
Pakistani consumer, bringing families closer
together with its rich taste and traditions
PROFIT OF SUPREME
RS 4212O

COMPETITORS OF SUPREME
TAPAL DANEDAR
TAPAL FAMILY MIXTURE
LIPTON YELLOW LABEL
SOHNI
KOHINOR

MARKET SHARE
TAPAL DANEDAR
SUPREME
LIPTON
KOHNOOR
SOHNI
UNBRAND TEA

22%
19%
25%
08%
04%
20%

Implementation of course

Marketing orientation used by unilever:

Unilever focus on three basis
Personal
Food
Home
Unlever provided products on these
dimension given above Unilever provided
the existing need of peoples

What is the need?

People need the product of daily use like
soap for washing purpose fair and lovely
for skin supreme for tea etc People want
these products for daily use and unilever
satisfy the need and of people
Unilever adopted production concept to
increase the revenue and customer
satisfaction unilever introduce large variety
of products

Marketing level used by Unilever

Unilever used the responsive

marketing because the unilever find
the clear existing needs. In 1930
there is a need of the products that
are provided to people
store etc

Customer value dimensions

Unilever offering Customer value

disciplines:
Unilever providing reliable products and
services at normal price unilever minimum
difficulties .the product of unilever are
available in general stores departmental
relatively lower price as compared to other
competitive companies in a market .mostly
the product of unilever are reliable for
average customer .unilever adopted
economic value dimension

Marketing oppournity
Unilever adopted different marketing opportunities
at different time unilever adopt market penetration
in lux providing lux continuously to their existing
customer

VISION OF LEVER BROTHERS PAKISTAN LIMITED

The the commitment to excel and we are here to

vision of Lever Brothers Pakistan Limited sell
aspiration not brand.

Swot analaysis

STRENGTH

Another major source of strength for Lever

Brothers Pakistan Limited is its product targeting
all income groups. Lever Brothers Pakistan Limited
is providing products total income groups i.e.
providing quality with economy as well e.g. Wheel
washing powder, Breeze beauty soap, Taza Chai,
etc.
Weakness
Lever Brothers Pakistan Limited unable to capture
shampoo and toothpaste market I e. low market
share.

Opportunities
threats
Oppourities
With the help of further advertising their non competing
brands can increase their market share i.e. market
penetration strategy. People will definitely go for these
products as Lever Brothers Pakistan Limited has a sound
image in peoples mind.

Threats
P&G is giving very serious threats to Lever Brothers
Pakistan Limited in the business of detergents and personal
wash and shampoos.
No of local companies producing detergents and market
them at very low prices which is a threat to Surf.

PEST analysis

Political factors
Economical factors
POLITICAL FACTOR In case of legal factors,
any trade policy or import duties is not affecting
particularly Lever Brothers Pakistan Limited.
ECONAMIC FACTOR affect Lever Brothers
Pakistan Limited in the same way as it affect
any other organization like current economic
situation in Pakistan and inflation has reduced
consumers disposable income too

Technology
Social Factors
Technology factor Yet they keep on finding

new ways of doing things and new things

as well they continuously launched variants
in brands et
social factor Now more concerned towards

environmental issues now and demand

more social responsibility on the part of
organizations n

porter five forces applied on

unilever

Threat Of New Entrants

This potential threat always exist in every
organization. But an organization like Lever
Brothers Pakistan Limited this threat is very
minimum because you need a giant to
compete with another giant like Lever
Brothers Pakistan Limited and in a
relatively small market like Pakistan, they
are enjoying the highest market shares in
most of their product categories like ghee,
oil, soaps, spread, fabric care, etc. so, they
face no threat of any new entrant.

Buyer Power
have brands targeted at almost each
and every segment of the market so they dont
face the buyers power as such but still customer
is king and they do have to pay a lot of attention
to buyers being a consumer product company.
UNILEVER

Supplier Power
Suppliers dont exert any power over Lever
Brothers Pakistan Limited rather Lever Brothers
Pakistan Limited provides buyers power in this
case, no body would like to loose a buyer like
Lever Brothers Pakistan Limited so, they dont
face any significant supplier power.

Competitive Rivalry
Competition is intense but not cut
throat competition and all of them
avoid frontal assault or direct attack.
So, situation of healthy competition
exist

Threat Of Substitutes
Same as in the case of new entrant
no as such threat they are facing.

4PZ OF MARKETING
Product
Unilever is the largest company with number of
product categories but we are going to apply 4ps
on a single product Tea is an aromatic stimulant,
containing various polyphonies, essential oils and
caffeine

Tea is the beverage made when the processed

leaves of the tea plant are infused with boiling
water. In Pakistan, tea is only blended and packed,
but not produced.

PRICE
price is marginally high than that of
competitors to educate the
consumers that the quality of the
product is improved .

PLACEMENT
The company is using a two-level channel, where
Company will hire a
distributor who will work on commission basis and
further more the distributor will sell the product to
customer which will ultimately be sold to end
consumers. That is the channel of distribution woul
d be from the manufacturer to the distributor to the
retailer. The distributor that we have decided upon
is International Brands Limited (IBL)

Promotion
In initial six months price will be slightly higher
than other brands so to
increase the prestige of the product, but
after that schemes will be introduced like 10% free
which enhances the affordability and does not
instigate a price decrease which may result in the
change of perception in consumers mind.

Segment
Unilever used profile segmentation method in
geographic manner Unilever has segmented its
market by providing its services mostly to whole
Pakistan area whatever brand category. If we take
example of tea then it is right to say that tea is for all
and demo graphically it provided its product to family
and from lower middle class to higher middle class.
Target
Target market, families are the target market of
Unilever with lower middle class to higher class.

STP
Positioning
It position itself as a quality because of element
the amine that so then the mind and give image
because it charge relately high.
Suggestion
Unilever must have producive toothpaste and
vegetable its product categories
Company should adopt the recycleable packages
for good enviroment
Being a large and leadership it must be socialy
responsible

SUGECTIONS
UNILEVER MUST HAVE PRODUCIVE TOOTHPASTE AND
VEGETABLE ITS PRODUCT CATEGORIES
COMPANY SHOULD ADOPT THE RECYCLEABLE
PAKAGES FOR GOOD ENVIROMENT
BEING A LARGE AND LEADERSHIP IT MUST BE SOCIALY
RESPONSIBLE

Thanks