Unilver Pakistan Marketing Startigies Presentation

8/7/2019 Unilver Pakistan Marketing Startigies Presentation

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IN THE NAME OF

ALLAH


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y Unilever Company Limited Multinational Company

Merger of British and Dutch Company in 1930 Product lines

Foods

Beverages

Cleaning agents

Personal care products

Annual sales in excess of1 billion in 2008.


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y

More than 400 Brands Each having annual sales of 1 billion.

Top 25 brands has 70% sales revenues

Employees 174000 people


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Our mission is to add Vitality to life. We meet everyday needs fornutrition; hygiene and personal care with brands that help people

look good, feel good and get more out of life.

Brand name

Portfolio ofbrands

Regional products & local varieties of famous goods.

Strong roots in local market

World class business expertise


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y Always working with integrity

y Positive impact

y Continuous commitmenty Setting out our aspirations

y Working with others

Supports the jobs of many thousands of distributors, contractors andsuppliers.


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y Every day, 160 million people choose their brands

y Famous brands

y Axe, Knorr, Flora, Hellmanns, Lipton, Lux, Dove, Blue Band, Sun silk, RexonaandHeartbrand ice creams.

y 927million in research and development

y Global market leader

y In 2008, they invested 91 million on community projects worldwide


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Logo Explanation

&

Brands Selected


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Sun

Bee

Hairs

Hand

DNA

Palm Tree

Sauces or Spreads

Spoon

Fish

Bird

Lips

Recycle


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Bowl

Spice & Flavors

Sparkle

Leaves

Ice Cream

Particles

Frozen

Container

Heart

Clothes


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y In a world of hype and stereotypes, Dove provides a refreshingly real alternative forwomen who recognize that beauty comes in all shapes and sizes.

Dove body wash Soap Liquid Soap

Hair care Deodorants Body lotion


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We all want to be pampered and to look and feel beautiful. That's why Luxoffers arange of highly appealing beauty products at a price you can afford.

Lux Conditioners Shampoo

Hairspray Liquid Soap


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Existing Strategies of Unilever


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y Market Strategies

y Pricing Strategies

y Promotional Strategies

y Advertisement Strategies

y Distribution Strategies

y Product Strategies for LUX


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y Value creation

y Social impact

y Market Attractive Drivers

Build strong portfolio

Strategically attractive category

Strong consumer reach

Strong sales and distribution network

Strong brand equity Premium Prices


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y Penetration Price Strategy

y Price Maintaining Strategy

y Price IncreasingD

ue to inflation from last three yearsy Objectives Revenue maximization

Supply versus demand analysis

Breakeven analysis

Price elasticity Works if market is price sensitive

Low price may discourage competition


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Demand based pricing

Sell at multiple prices to multiple segments

Daily, weekly, or seasonal pricing

Demand differential

buyer behavior and demand elasticity

Perceived value

Only true profit maximizing strategy

Quality management


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Promotion involves disseminating information about a product

Sources used for Promotion

Email

Letterhead and business cards

Newsletters (quarterly and annually)

Calendars, pens note pads

Thank you letters

Folded business cards Slogan on one side and contact info on other side

Distribution channel Promotion Whole seller Retai lers Customers


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Decline in recent years

150$ Billion in 2007

Using traditional media

Using advertisement agencies

y Sources Newspapers and YellowPages

Magazines,TVads

Broachers, Billboards Mail Order Campaign

CompanyProfile in Magazines

Using Well-Known Personalities


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Moving Goods from Producers to Consumers

y Strong Distribution Channel Reduce time to provide goods to consumer

y Sales force

Motivation (helps to make efficient sales force)

Area sales manager, Activation Manager, and aT

erritory Sales In charge Companys own transportation (Reduces cost)

Stockiest (responsible for receiving orders & payments)


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Initially it only covers the major cities of USA

Manufacturer, Wholesaler & Retailer

Expanded with same distribution channel

No doubt strong and motivated distribution channel helps Unilever to attain

market share in almost every country


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Initially only one product was offered in the market

No differentiated product

y Maturity stage

The Lux and Dove comes with modifications

New colors and fragrance

y Example

Lux Almond, Lux Orchid ,Lux Fruit, Lux Saffron, Lux Sandalwood, Lux Rose ,Lux

international


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Conclusion

&

Suggestions


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y March 6, 2009

y LUX Limited Edition

y The New Black LUXy Glamour Factor

y Purpose Is To Provide Something Unique

y First Mass Marketed Soap Launched In 1924


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y Global Company

y More Market Share

y More Than 400 Brandsy Prelaunch & Reposition Strategy

y World Food Program Partnership

y Strong Sales And Distribution Network

y A Healthy Lifestyley Most Preferred Graduate Employer Award


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y Simple Management Structure

y Focus On Consumers Requirements

y Strategic Platform For Brand Managementy Push Marketing Strategy

y Structure Of A CRM Data Base

y Progress control


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Unilver Pakistan Marketing Startigies Presentation

Documents