Brand unilever product walls

LEVER BROTHERS, THE OLD NAME OF UNILEVER CHANGED INTO UNILEVER AFTER THE MERGER OF LEVER BROTHERS & MARGARINE UNIE IN 1930

UNILEVER IS A MULTI NATIONAL COMPANY

IT IS ONE OF THE LARGEST CONSUMER GOODS COMPANIES IN THE WORLD

ITS BRANDS ARE ON SALE IN 151 COUNTRIES

NO. OF EMPLOYEES 1677

SHARES 13,293,869

SHARE HOLDERS 4171

REVENUE 40.187 BILLIONS (2008)

“PAUL POLMAN”

CEO OF UNILEVER (FROM OCT. 08)

MR.EHSAN A.MALIK CEO IN PAKISTAN

Unilever's mission is to add Vitality to life.

VISION

”

Bringing fun in Life”

High growth rate & high market share

• Wall’s

• Lux• Sunsilk• Fair & lovely • Rafhan • Energile

Low growth rate & high market share

• Surf excel• Ponds• Lipton• Close up• Blue band• Lifebuoy soap• Rexona• Knorr

Low growth rate & low market share

• Wheel• Supreme tea• Lifebuoy shampoo

High growth rate & low market share

• Clear shampoo• Rin• Comfort

HELPFUL HARMFULL

Strong company imageStrong brand portfolio Quantity & variety Effective & attractive packaging High quality man power

High prices of productsSubstitutes productsPolicy of spending for the social responsibilityLack of control in the market

Changing life style of peopleNew marketsIncrease the volume of productionLow income consumersHelp in improving people diet & daily lives

Competitors(P&G,)Political effectsLegislative effectEnvironmental effectEconomic crises

STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

• SWOT ANALYSIS OF UNILEVER

SLOGAN: All Hearts All Walls’.

Brand nameHigh qualityAttractive packingBrand MarkLabelingDesign and Colour

Promotional Tools

1. ADVERTISEMENT

· Desire:

· Interest:

· Action

· Awareness

· TV

· Billboards

· News papers

· Magazines

· Radio

actors, models

· Event arrangements

· Bus Stop Board Ads

· Banners

· Pamphlets

· Stands in shops

· Shop boards

2. SALES PROMOTION

•Cycling System:

•Discount Coupons:

•Discounts and

Offerings:

•Public Relations

•Street Vendors

•Distributors

•Retailers

•Customers

Message Execution Style

cornetto girl, where are you

ADVERTISING MEDIA

MARKET SEGMENTATION

Demographic Segmentation

The psychographics segmentation is done on the basis of the taste and health conscious consumer.

TEENAGERS

FAMILY

MARKETING MIXPRODUCT

VarietyQualityDesignFeaturesBrand namePackagingService

PRICE

List priceDiscountsAllowancesPayments periodCredit terms

Promotion

AdvertisingPersonal sellingSales promotionPublic relation

Place

ChannelsCoverageAssortmentLocationInventoryTransportation logistics

InfrastructureLarge market shareAdvertisement and awarenessQuality control checksStrong delivery systemFinances

Walls vs omore

Current market situation

STRONG COMPETITORS

HicoYummyIgloo

GourmetNiralaParadise

WEAK COMPETITORSMcDonaldsIce Cream Parlors (Hot Spot, ZeGrill, Chaman,Home Made Ice CreamDesi Khokha (carts with kulfi and ice lolly)Methai (Nirala, Sheerein Mahal, etc.)

MARKETING STRATEGY

PRICING STRATEGY

1.SKIMMING

Early Stage ProductSet High PriceHigh Profit MarginShort Term Strategy

2.Penetration

Affordable PriceAccordingly PerceptionRetain Customer

Objectives

Sales volumeProfitMarket growth

DISTRIBUTION STRATEGY

FREE DEEP FREEZERDISCOUNT ON BULK PURCHASEOFF PRICEADVERTISE COMPAIGN

Pakistan is divided in 3 sections.

North (Islamabad, Peshawar and Northern areas),

Central (Lahore and Central Punjab),

South (Sindh and Baluchistan).

DISTRIBUTION CHANNEL

· At right place· At right time· In right condition

Market Shares

PERSONAL SELLING

Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships.

PROMOTION MIX STRATEGIES PUSH STRATEGYPUSH STRATEGY

The producer promotes the product to wholesalers, the wholesalers The producer promotes the product to wholesalers, the wholesalers promote to retailers, and the retailers promote to consumers.promote to retailers, and the retailers promote to consumers.

PULL STRATEGIESPULL STRATEGIES

If the strategy is successful, consumers will ask the retailers If the strategy is successful, consumers will ask the retailers fort the product, the retailers will ask the wholesalers, fort the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers.and the wholesalers will ask the producers.

BCG

High growth rate & high market share Lux Sunsilk Wall’s Fair & lovely Rafhan Energile

Low growth rate & high market share Surf excel Ponds Lipton Close up Blue band Lifebuoy soap Rexona Knorr

Low growth rate & low market share

WheelSupreme teaLifebuoy shampoo

High growth rate & low market share

Clear shampooRinComfort