UNIVERSITY OF

PUNJAB

HIBA MUNAWAR
ROLL NUMBER (MC19-
024)
M.Com (3.5 years )
Section ( MORNING)
Introduction :
Unilever is an Anglo–Dutch multinational consumer goods
company headquartered in London, England. Its products
include food, beverages, cleaning agents and personal
care products. Its One of the oldest multinational
companies, its products are available in 190 countries
worldwide. In 1929 unilever was formed by the merger and
joint venture of two companies level brothers and
margarine unie. In 1930 it own the company lip tone tea
In 1944( pepsodant) , 1954 ( sun slink ),1957 (dove),1986
(all ponds products) etc. In 1990s, the group initiated a
strategy to prune it’s vast portfolio which the. Numbered
literally thousands of different brands.
1
 Products:

Unilever owns more than 400 brands as a result of acquisitions, however Unilever,
the company focuses on what are called the “billion- dollar brands”, 13 brands, each
of which achieve annual sales in excess of €1 billion. Unilever’s top 25 brands
account for more than 70% of sales. The brands fall almost entirely into two
categories: Food and Beverages and Home and Persona Care.

Unilever Bangladesh Brands :

Wheel, Lux, Lifeboy, Fair & Lovely, Pond's, Close Up, Sunsilk, Taaza,
Pepsodent, Clear, Vim, Surf Excel, Rexona, Axe, Dove, & Vaseline.

At present over 90% of Bangladesh's households use one or more of

Unilever products.

3
 BIG GLOBAL
BRANDS
Touching 2 billion people
everyday

4
Departments in Unilever :

=> Research and development

=> Information technology
=> Human Resource
=> Supply Chain
=> Marketing
=> Customer development
=> Business to Business
=> Finance Department

7
Major Competitors :

Unilever's largest international competitors

are Nestlé and Procter & Gamble. It also faces
competition in local markets or specific
product ranges from numerous companies,
including Beiersdorf, ConAgra, Danone,
Henkel, Mars, Pepsico, Reckitt Benckiser and
S. C. Johnson & Son ,Essity, Newell brands,
edge well personal care.

2
MARKET SEGMENTATION:
 They segments their market according to the geographical areas. The
population of the country is segmented into three parts
 urban ( riches)
 Sub urban ( middle class )
 rural areas ( poor)
TARGET MARKET :
 Research revels that urban people are more likely to buy imported and
expensive products moreover rural tend to buy cheap products even
though evaluating the quality . However urban and sub urban upper
middle and middle class people tend to buy affordable and quality
products .
PRODUCT POSITIONING :
 It obtained a good position in the minds of the customer
through better products attributes ,prices, quality, offering
the product in different ways than the competitors do. The
company offer improved quality at affordable prices with high
branding which ultimately helps to position the product in the
buyers mind as the best quality detergent.
Unilever Markets
Advantage :
Strong Brand Image

Efficient Manufacturing

EServices and Technology

Efficient Human Resources

Faster Tooth Whitener

Superior Sales Team

Easy to carry

8
Unilever Markets Disadvantage :

Reliance on outside raw materials

So many substitutes available in the

market Lack of control in the market.

Lack of informational reliability, since the market is too

large High Prices

Lack of Flexibility Compared to local

Competitors Supply not meeting demands

9
Unilever Vision :

● Unilever work to create a better future every day.

● Unilever 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.
● Unilever will inspire people to take small everyday
actions that can add up to a big difference for the
world.
● Unilever will develop new ways of doing business that
will allow us to double the size of our company while
reducing our environmental impact.

10
PROCESS AND CAPACITY DESIGN :
 Functional level strategies like capacity planning and process
management to gain competitive advantages and to sustain it in the
long run in the matured industries.
 Increase efficiency through exploiting economics of scale and learning
effects
 Adopting different strategies
 Higher customer responsive rate
 Continuous innovation
ORGANIZATIONAL STRUCTURE :
• It’s organized through a unified structure and it hosts all the
departments of the company And it’s management directors through
their functions and obviously by the chairman of the board.
INVENTORY MANAGEMENT:
 in inventory Management of Unilever one have to work with
warehouses there in two process
 LIFO
 FIFO
 Unilever business is growing at a double digits rate in last 6 years which
has been the accumulated result of distributors individual growth .
MANAGING QUALITY :
 Unilever code of business principle is set out their commitment to provide branded
products and services that are safe and to innovate based on sound science
 They have mandatory policies and standards in places to ensure that they met this
commitment safely and quality as they are the important and integrate part of their
products design.
• LOCATION STRATEGY :
 It save their perspective product thorough small retail shops and large super markets
 They allocate distributors and dedicate Area to each distributors and it’s required
that they “ll take care of only there particular areas
 Each distributors set a goal by head office and those goal will be divided by
manager ,territory officers and officers of those distributors.
PRODUCTION MANAGMENT SYSTEM :
• In unilever the production is done according to consumer standard goals
and legal requirements with required quality , quantity ,time , and cost.
Monitoring and managing line planning is done so that PRODUCTION reach
it’s target .it also ensure s occupational safety ,food safety, and
environmental standards are implemented consistently.
SUPPY CHAIN MANAGEMENT:
• In unilever an integrated supply chain will give them the advantage of acting
with speed , enabling them to keep up with pace of the ever changing
business s scenario. At present it is divided into following functions
• Manufacturing
• Engineering
• Company buying
• Distribution
• Quality assurance
• Planning
FORCES DRIVING GLOBALIZATION
 Development of services that support international business
 Growing consumer pressure
 Increased global competition
 Changing political situations
 Political factors affection unilever business
PRICING STRATEGY
The basic pricing strategy adopted Are both
 penetration pricing ( like launching lifebuoy soap in rural areas of RS 2 to make
it affordable in such market )
 Skimming policy ( in case of done soap ,taj Mahal tea )
 Other policies include
 Optional – feature pricing
 Product – line pricing
 Cost plus pricing
 Competitive pricing
 Distribution pricing
 Promotional pricing
 Value pricing
 Grograpgic pricing
LaLAY
Conclusion :

By our analysis we have found that, UNILEVER is globally successful

company. They create brands for specific countries and regions. Products
for example, found in south Americas will not be found in south Asian
countries. Since difference in culture exists worldwide, the creation and
supply of brands have to be taken seriously. UNILEVER Bangladesh is
the market leader in home and personal care products. The UNILEVER
products are able to gain customer satisfaction and trust. Their production
and distribution is expanding rapidly. Unilever is starting to consider how
they make Unilever’s corporate commitments and activities more visible
and relevant to their consumer.

11