FINAL PROJECT SUBMITTED BY: ASFAND YAR KHAN SUBMITTED TO: SIR SHAKEEL TAREEN SEMESTER 3RD DATED

20/11/11

Dedication
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We dedicate this project to our teacher Sir Shakeel Tareen who gave us the opportunity to enhance our skills and abilities, and to all others who helped us in completing this project

TABLE OF CONTETS
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S.NO 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27

Pg. NO

History Mission Statement Product Line Marketing Mix Product Price Place Promotion Market segmentation

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Fair and lovely

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History:
Unilever Pakistan Ltd (one of the largest multinational companies) is the member of Unilever PLC London. Unilever was formed in 1930 when the Dutch Margarine Company Margarine Unie merged with British soap maker Lever Brothers. Both Companies were competing for the same raw materials, both were involved in large-scale marketing of household products and both used similar distribution channels. Margarine Unie grew through mergers with other margarine companies in the 1920s. Unilever was founded in 1885 by William Hesketh Lever. Unilever established soap factories around the world. In 1917, he began to diversify into foods, acquiring fish, ice cream and canned foods businesses. In the Thirties, Unilever introduced improved technology to the business. The business grew and new ventures were launched in Latin America. The entrepreneurial spirit of the founders and their caring approach to their employees and their communities remain at the heart of Unilever's business today. Unilever NV and Unilever PLC are the parent companies of what is today one of the largest consumer goods businesses in the world. Since 1930, the two companies have operated as one, linked by a series of agreements and shareholders that participate in the prosperity of the whole business. Margarine Unie and Lever is taken for Unilever. Its head quarter was established at England and Rotterdam. Unilever has 500 operating companies in 100 countries. It has 0.3 million employees and turnover of sales in 23000 million pounds. The global business proportion is 60% in Europe, 20% in North America and 20% in rest of the world. An identical board of directors controls the activities of subsidiary companies throughout the world Unilever Pakistan Ltd was incorporated in1948 under the name of Sadiq vegetable oils &Allied industries in the state of Bahawalpur. Rahim Yar Khan factory begun to work in 1949. The first cotton seed was crushed in1951. The production of Vanaspati Ghee and Lux Toilet soap was started in 1952 and 1954 respectively. Unilever Pakistan Ltd was incorporated as an independent Unilever operating company in 1958. In 1966 a vanaspati and vegetable oil factory was established in Karachi and Unilever Pakistan Limited moved its main office from R.Y. Khan to Karachi. In 1989 LBPL and Lipton Pakistan Ltd were merged as a result of the international merger of both the multinationals. In 1995 it started another big business of Ice Cream. Being a multi national company Unilever Palistan Ltd. is listed in all the three stock exchanges Karachi, Lahore and Islamabad. The 69% shares of this company are held by the parent Unilever Company and the remaining 31% are owned by financial institutions. Unilever Pakistan Limited
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has more than 3000 employees in Pakistan. Unilever Pakistan Limited has the following wholly owned and subsidiary companies; LEVER CHEMICALS (PRIVATE) LIMITED LEVER ASSOCIATED PAKISTAN TRUST SADIQ (PRIVATE) LIMITED Lever chemicals (Pvt) limited manufactures and sells sulphonic Acid. Lever Associated Pakistan Trust (Pvt) Limited and Sadiq (Pvt) Limited act as trustees of Union Pakistan Provident Fund (lever Provident Fund). All subsidiary companies are incorporated in Pakistan.

MISSION STATEMENT
The following is the Mission statement of the Unilever Pakistan Limited: We are the leading consumer products company in Pakistan, a multinational 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 breakthrough innovation in brands and channels. Our bands capture the hearts of consumers through outstanding communication. Through managing a responsive supply chain, we maximize value from suppliers to customers We are exemplary through our commitment to business ethics, Safety, Health, Environmentalist and involvement in the community.

Product line
Followings are the product line of the Unilever Pakistan Limited:
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 Personal wash Fabric & home care Oil & dairy best foods Tea Ice cream

PERSONAL WASH Soaps

Lux toilet soap (4 varieties) Lifebuoy (carbolic soap) Lifebuoy Gold (2 varieties) Rexona (3 varieties) Breeze

FABRIC AND HOME CARE FABRIC WASH

Ultra Surf Surf micro Surf Excel Power Surf Sunlight Washing Powder & Soap Wheel Washing Powder

HOME CARE
Vim Dish Washer/Scourers
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Vim Bar Vim Powder

PERSONAL PRODUCTS HAIR CARE

Sunsilk Shampoo (4 varieties) Lifebuoy health Shampoo

SKIN CARE
Fair & Lovely skin cream and lotion Ponds skin cream Ponds talc

DENTAL CARE
Close-up Tooth paste Pepsodent Tooth Paste

OIL AND DAIRY BASED FOOD BANASPATI

Dalda banaspati

COOKING OIL
Dalda Cooking Oil (Soya Bean) Dalda Sunflower oil Planta cooking oil

MARGARINE
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Blue Band margarine

INDUSTRIAL FATS
A whole range of products for the bakery & oils for the industry.

TEA LEAF TEA

Yellow Label Yellow label Danedar Richbru Top Star Taaza Leaf Supreme

DUST TEA
Pearl Dust Ruby Dust A1

MIXTURE TEA
Taaza

ICE CREAM
Cornetto (3 varieties) Feast (2 varieties) Feast Stickless
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Top Ten Star Cup (4 varieties) Callipo Split Fruiti Peddle Pop (3 varieties) 3-D Solo (3 varieties) Polka Cup Panda Dracula Family Packs

Product line of Rahim Yar Khan factory

Lux toilet soap Lifebuoy toilet soap Lifebuoy gold Sun silk shampoo Fair & lovely fairness cream Vim dish bar Close up toothpaste Every company is formed to accomplish certain objectives. There is no company that has no goals. So the Unilever Pakistan Limited has also targets before it.

At the heart of the corporate purpose, which guides Unilever Pakistan Ltd. in their approach to doing business, is the drive to serve. The objectives of the Unilever are: To meet the everyday needs of people everywhere to anticipate the aspirations of consumers and customers and to respond creatively and competitively with branded products and services, which raise the quality of life. Total commitment to exceptional standards of performance and productivity, to working together effectively and to a willingness to embrace new ideas and learn continuously. To maintain highest standards of corporate behavior towards employees, consumers and the societies and world to acquire success. Company deals only in those products that are profitable. If there is any indication that any product is not profitable company analyzes the reasons and step are taken to overcome the reasons. Company introduces different marketing strategies if there are problems in marketing. Company also takes into consideration the welfare of the consumers. It takes into account the taste and habits of the consumer. It also works for the welfare and interest of Pakistan in the following terms: Contribution to GDP Less dependence on import through local manufacturing Foreign exchange earnings through exports

MARKETING MIX
4 Ps of Unilever Pakistan Limited. Product Price Place

Promotion

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Product
Product is what is perceived to be. Thus a product is more than something with physical characteristics. In a very narrow sense a product is set of tangible physical assembled in an identifiable form. Unilever has a wide range of its product. Unilever conduct a regular research and surveys on the changing habits of the taste of the customer. Results are then given to special research and development department and accordingly new product are lounged and even alternations in the existing products are done. Their policies are usually between innovative and initiative categories of new products developments This company has a unique product and a no of product and here are the some details for them. Product line of the Unilever Pakistan Limited: Personal wash Fabric & home care Oil & dairy best foods Tea Ice cream

Price
The products price varies from product to product. Here the firms have to consider many factors for determining the price. Selecting the price objective Determining demand Estimating costs. Analyzing competitors costs, Prices and offers. Selecting a pricing method.

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 Selecting the final price. Price is simply the cost plus profit of the firm. There are many competitors in the market. So the firms have to consider about the competitive price while selecting new price and schemes.

Place
Registered office
Avari plaza, Fatima Jinnah Road, Karachi.

Rahim Yar Khan Factory

Unilever Pakistan limited Laghari road Rahim yar khan

Promotion
Promotion consist of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker and greater purchase of particular product/services by consumer as the trade. Unilever Pakistan Limited places their products in local as well as in foreign market. They export directly and indirectly. Unilever promote their products through media, and other trade incentives to distributors and wholesalers.

Company logo and labeling.

Company logo type is one of the major products. But not on products with the small levels where the space is needed to present both information required by the government and other information they believe is helpful to the consumer. Company name or the logo type is usually shown in most prints add in magazines and newspapers.

MARKET SEGMENTATION
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The management of a company has differentiated its product through its prestigious brand name as compare to other local companies. It launched uniform and standardized product therefore, there is no need for market segmentation because the wants and other characteristics (i.e. geographic, demographic and buying behavior) of their target market are somewhat similar.

TARGET MARKET OF UNILEVER

Unilever has adopted the strategy of market aggregation. It views its target market as a single unit i.e. one mass marketing strategy for its product line. Unilevers target market includes Middle Class, Upper Middle Class and Upper Classes of the population of Pakistan.

MARKETING RESEARCH
Infact there is no separate department for marketing research. The marketing executives are responsible for the research work. Every executive have assigned one brand, for the purpose of research and is responsible to report their research work about any modification of their respective product.

MARKETING POSITIONING
Unilever is considered to be a trusted and premium brand because of its unique association. Unilever is positioning their product in the best of their customer satisfaction which also differentiate from their competitors.

BRANDING STRATEGIES
Marketing entire out put under producer brands. Unilever is marketing all of its products under its own brand name.

Thank you

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