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LOGO
UNILEVER HISTORY
Lever brother is the old name of Unilever, changed into unilever after the merger of LEVER BROTHER & MARGARINE UNIE in 1930
Unilever is the largest and leading multinational company
Unilever commence their business from Netherlands
Its products are on distribution in 151 countries around the world
UNILEVER PAKISTAN
In Pakistan it contributes to economic development by operating four factories at different locations around the country
The company is manufacturing and marketing THE home and personal care products, beverages, ice creams and spreads
Has 20,0000 employees in the Pakistan
Operating in Pakistan for over the last four decades
MISSION
UNILEVER PRODUCT’S
ANALYSIS
PRODUCT OF FOCUS
IN DESCRIBINGDISTRIBUTIO
N STRATEGY
LUX INTRODUCTION
Lux soap was first launched in 1916 as laundry soap
The name 'Lux' was chosen as a play on the word "luxury.“
LUX has been widely advertised in Pakistan from more than 50 years
LUX is the leading soap brand in Pakistan, representing the stylish class of Pakistan
Lux always likely as a “pure and mild” solution to soft and smooth skin.
The market share of LUX is 43 %
PRODUCT LINE
Strawberry & Cream
Crystal Shine
Peach & Cream
Aqua Sparkle
Magical Beauty
Nature Pure
THE SUPPLY CHAIN OF LUX (UNILEVER)
Unilever has a system, which gives maximum result. Supply of product is monitored in such a
way that there are minimum chances of shortage in supply
DISTRIBUTION OF LUX
Lux is distributed in Pakistan three major sections
Sales
CENTRALSOUTHNORTH
40%30%
30
DISTRIBUTION STRATEGY OF LUX
Unilever has a centralized Intensive distribution system
The main strategy of Unilever is Cross Docking
Corporate commitment to promote process improvement globally
TRADITIONALDISTRIBUTION NETWORK
Unileverwareho
uses2
Distributor
4500+
Whole seller
Retailer 4.5 lac
Consumer
Covered about 65%
LUX STAGES OF DISTRIBUTION
PRIMARY STAGE
SECONDARY STAGE
TERRITORY STAGE
CNC •Cash and Carry •(Distributors)
IMT •International Modern Trade •(Makro and Metro )
LMT •Local Modern Trade •(general trade )
MODERN DISTRIBUTION NETWORK
DISTRIBUTORS OF LUX
• Molan and Philips• HM saya
Unilever manages a number of distributors in Pakistan
DISTRIBUTION PROCEDURE
Faisalabad
Karachi
Wazirabad
Lahore
Rahim Yar Khan (Central)
Dera Ismail Khan
Multan
• Distribution department sends
products directly to distributors
• Sales department makes sales
contracts with different parties
and supply by advising
distribution in rahim yar khan
factory
• Sales department send plans for
dispatch to these depots which
take necessary action .
DISTRIBUTION FUNCTION
In Unilever central distribution department (Rahim Yar Khan) performs following functions:
Receives finished products from production
departments
Receives monthly or weekly plans for distribution from
marketing & sales department
To makes daily dispatch plan
To arrange transport facility for delivery of products
DISTRIBUTION ALLOTMENT OF LUX
WORLD WIDE DISTRIBUTION
DISTRIBUTION IN PAKISTAN
GEOGRAPHICCONTINE
NTASIA
COUNTRYPAKISTAN
CITYALL
MAJOR CITIES
DENSITY URBAN
DEMOGRAPHICS
AGE15-50+
GENDERFEMALES
DISTRIBUTION STRATEGY OF LUX IN RURAL AREA
Coverage of Villages Use of Cooperative
Utilization of Public Distribution System
Distribution to Feeder Markets
UNILEVER
DISTRIBUTORS
MANDI TOWN WHOLESALERS
SHOPKEEPERS AT VILLAGE
Rural coverage was expanded through a focused approach, adding 3,500 new villages and increasing
UPL reach by 10,000 POPs in the rural area
DISTRIBUTION STRATEGY AND LUX LIFE CYCLE
•Build selective distributionINTRODUCTION STAGE
•Build intensive distributionGROWTH STAGE
•Build more intensive distributionMATURITY STAGE
DECLINE STAGE • Go selective
ENEMY DISTRIBUTORS OF LUX
The Major rival of Unilever are;
Zulfiqar industry- Capri Soaps factory located in Karachi.
Loigate Palmolive, Max factory located in Hyderabad.
Procter & Gambler located in Karachi.
COMPETITIVE STRATEGIES
UPL provides trade incentives to distributors and customers against competitors
They also provide various schemes to attract the customer
GSM
RSM
ASM
TSM
DISTRIBUTOR
CUSTOMER
HERARCHY OF LUX DISTRIBUTION
RECOMMENDATION
Lux should not emphasis on beauty segments
Unilever Pakistan limited should expand their target market also towards the rural people
Company should increase the number of warehouses for the purpose of in time delivery
Company should spend 60% budget on distribution
Company should also conduct different promotional activities in rural areas to attract rural consumer and social awareness.
Company should provide different types of beauty soaps for male and female soap under the same brand name.
REFRENCES
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