We make some of the world’s best-known brands – all are on a journey to reducing their environmental footprint and increasing their positive social impact. procurement programme Unilever’s product mix consists of the following product lines: PRODUCT LINES: Product line is a group of products that are closely related because they function in a similar manner are sold to the similar customer groups are marketed through the same type of outlines. Unilever’s mission is to add vitality to life. They say: “We meet everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life.”. Our vision is a new way of doing business – one that delivers growth by serving society and the planet. To gain a target revenue of 1.2 billion in 1st year. In addition, there would be a tissue box sized family pack of 50 pieces. Explore our latest news and stories covering innovation, our people, sustainability, marketing and more… Skip to Careers. Still, the promotion … Living an enterprise culture: Company provides a comfortable culture. Unilever pursued that marketing strategy because consumers in emerging markets are often highly focused on price. The total percentage of urban population is 32.8% and the population of masses above the age of 14 is 60%. We are a global company selling fast-moving consumer goods. All the ingredients would be mentioned and a social message of ‘keep your city clean’ would also be imprinted. The report covers the company's structure, operation, SWOT analysis, product and service offerings and corporate actions, providing a 360˚ view of the company. 10 and Rs. It has now expanded to six different locations around the country. but also the ability to predict them in order to maintain our competitive advantage. Our business model begins with consumer insight that informs brand innovation, often with partners in our supply chain, to create products we take to market supported by marketing and advertising across a range of distribution channels. Their usage would have a resonating effect on the Survivors; people belonging to survivors, strivers and makers of the primary motivation group; and they would also start to use our product. It is also a way … always available and properly Copyright © 2003 - 2021 - UKEssays is a trading name of All Answers Ltd, a company registered in England and Wales. The Unilever Pakistan Limited (UPL), formerly Lever Brothers Pakistan Limited was established in Pakistan in 1948. But they also offer some lower end fighting brands for lower income people that are able to achieve almost similar kind of benefit as those consumers who buy their higher end products. Below is the pricing strategy in Unilever marketing strategy: Unilever's pricing strategy is penetration (high quality, low price). our supply chain, to create innovations in We are committed to responsible marketing and advertising. [STRATEGIC MARKETING] UNILEVER PROJECT REPORT2PRESENTED TO:SIR ABDUL QAYYUM QURESHIPRESENTED BY:Mr Muhammad Tayyab 111405Mr Bilal Ahmad 103145Mr Farooq Haider 103119Mr Muhammd Irfan 103125Mr Shahid … and we work with partners in Most of its products have a premium price. making sure our brands are surf excel marketing strategy 1. Women and men from the age of 14 and beyond, who are very social, participate in every walk of life, and who want to seek high quality product for moderate prices. Diversification Strategy 4. We are widely recognised as a preferred employer, both by graduates and experienced professionals – find out why. Is to be the global leader in sustainable business. Secondly, this product also acts as a nail polish remover. 6 % only whereas ‘All Out’ would reap 16% of Net Profit Margin in relation to Sales approximately. our operations with a network Selling Direct selling. Unilever Ltd Pakistan is one of the largest producers of FMCG products, working as a subsidiary of the Unilever giant multinational. To provide a new formula for cleaning stains in a different way. and rail rather than road. Our dedicated section for investors. We continue to work towards the ambitious targets we have set ourselves for halving our environmental impact, improving the health … For Example: Through this strategy Unilever tries to grab the market share through low pricing. This research study is important for Fast moving consumer goods companies like unilever Pakistan walls brand as it will highlight the problems in their marketing strategies and how it affects their performance. 1. Skip to Investor Relations. Their main aim was to satisfy its customers with the statements and assurance being made by the company. Societies are dynamic. We deliver consistency in underlying sales growth, core operating margin and free cash flow by continuously investing in our supply chain, our brands and marketing, our people and IT. 4. to drive change that’s good for We are widely recognised as a preferred employer, both by graduates and experienced professionals – find out why. TARGET COSTING: We have followed target costing approach, which enabled us to set a price which, if charged in the market, would be acceptable to the target audience. Unilever Pakistan is the largest fast-moving consumer goods (FMCG) company in Pakistan, as well as one of the largest multinationals operating in the country. Our product will have first-movers advantage as there is no close substitute of our product, which in turn would allow us to use the price skimming strategy targeted at the innovators and early adaptors. Get in touch with Unilever and specialist teams in our headquarters or find contacts around the world. Second is the Sales Promotions technique during Ramadan, Eid, and Valentine’s Day with some amazing Promotional offers, which in turn would create customer value for the company. service, cut costs and reduce materials, 60% of which are Info: 3633 words (15 pages) Essay Population of Pakistan is 173 million according to the 2011 census. The town of Rahim Yar Khan was the site chosen for setting up a vegetable oil factory. That approach lies at the heart of our business model, driven by sustainable living and the USLP. Surf Excel Surf Excel, launched in 1948 under the brand name ‘Surf’ in Pakistan & in 1959 launched in India as a first detergent powder. We're always looking to connect with those who share an interest in a sustainable future. 3. The reason we have chosen this name is that it depicts the complete essence of our product. Its multiple brands play an integral part in improving and promoting hygiene, health and nutrition along with helping low income consumers to view life positively. Unilever Pakistan take best part in social activities for welfare programme. The product is offered with natural ingredients to suit every type of cloth in floral and fruity fragrances; and non fragrant for those who don’t prefer any fragrance to interfere with the fragrance of their scent. They come from all around the world – meet our Heroes and find out about their incredible achievements. Lipton is offered in packs as well as tea bags. [STRATEGIC MARKETING] UNILEVER PROJECT REPORT1A PROJECT OF STRATEGICMARKETING ON“UNILEVER PAKISTAN INC.” 2. A completely dirty shirt cannot be immediately washed but can only act upon stains. Furthermore, its’ essential features would also be mentioned in bullet form. Unilever believes profitable growth should also be responsible growth. They replied positively about a constant ‘need’ for such a product. Their core values include: Impeccable integrity: They are honest, transparent and ethical in their dealings at all times. displayed, in all channels from To study the price in the marketing mix of Unilever, it is necessary to understand the immense competition in the FMCG market worldwide. The chief potential competitor of Unilever ‘around the house’ product category is mainly P&G, producing Aerial, Colgate-Palmolive and products such as Brite detergents. towers to improve customer In the future it has been divided by the management to hold some public events, family shows and would also try and arrange a concert regarding their brand ambassador “Hadiqa Kiyani”. From nearly 900 nominations, 12 winners were selected. Comparative Affordability, Accessibility, Portability and Disposability in a cleaning product. Marketing. Our business model begins with consumer insight that informs brand innovation, … Our vision. No competitor in the market is offering such a product. However, the online space is not without its murkier corners. The internet has provided marketers and advertisers with halcyon days when it comes to promoting their brands - or those of their clients. So much of our analysis relies on the financial statements themselves, and what they reveal about the company, rather than commentary from the management. We would, in this way, promote our product through our B2B partners. Unilever Pakistan Limited - Strategy, SWOT and Corporate Finance Report, is a source of comprehensive company data and information. It was first launched in Pakistan in 1948 and started its operations in the town of Rahim Yar Khan. This strategy, as we all know, is only effective if Unilever is launching a new product which has no potential competitors, in short we mean to say “INNOVATIVE PRODUCT”. For example: Unilever has launched ready to make recipe mixes with the same brand name of Knorr. We work closely with retailers Our marketing strategy would initially focus on such women by demonstrating the benefits of our product both in terms of cleaning accessibility on the move as well as a quick nail polish removing solution which would certainly shorten the duration of preparation for ablution and prayer. Published: 1st Jan 1970 in We would have a well designed packaging because these days packaging is playing a vital role in promoting the product. Brand development Sales promotion. As we have usually witnessed many ladies spending quite a lot of time in washrooms at social gatherings to keep themselves and their clothes in perfect order, usually after they have had food. Unheard of in Pakistan’s consumer markets. Read more View all our news and features. This department has the responsibility to monitor that operations of the organization are efficient in terms of using it as needed and effective in terms of satisfying the customers. ‘ALL OUT’ will be packaged in high quality paper bags, so as they are easy to carry. Study for free with our range of university lectures! fragmented media. Effective Marketing Strategies Market Segmentation: ... 2nd Semester Marketing for financial Services Project on Unilever Pakistan Submitted to Sir Mohammad Asad 30th December 2012 Dedication This project is affectionately dedicated to our all lecturers of Management Sciences BUITEMS and the respective people of Unilever Pakistan who helped us in this project. For further information the Unilever Annual Report and Accounts 2015 should be consulted. In Unilever’s marketing mix, the product element and place element are most significant. Demonstrating a passion for winning: They deliver what they promise. eco-production. Personal selling Order takers: Stalls. They help inform people about the benefits of our products and innovations. We will be targeting the people living in the urban areas as the concept of being perfectly dressed at all times is common amongst them. Marketing and advertising can be a powerful force for behaviour change. Their strong positioning strategy to attract more customers in the FMCG market. Pakistani youngsters in general, women in particular are very considerate about their dressing these days as they want to see their dresses in a perfect condition at all times. Unilever uses the policy of public relations as a productive tool to promote their products. We did not targeted males / females below the age of 14 because of the fact that, at this age they are least bothered about stains on their clothes and secondly they are depending on a fixed pocket money, which won’t allow them to spend on this luxury, as this product will hold little significance to them, As we all are aware of the fact that the best positioning is the one which is based on culture, beliefs and benefits of a product. As the company operates in the market with a huge number of products in different industries, I have decided to focus on one of their world wide successful strategy on providing data. Learning Objectives Introduction History of Lipton (Unilever) Vision, Mission, Strategies, Objectives Analysis Matching Stage EFE Matrix IFE Matrix SWOT Matrix BCG Matrix Advantages/Disadvantages of alternative Strategies Recommended Strategies & Long term objectives Recommended Annual … Their economic standards give them the option to afford normal second tier washing detergents in small quantities only. Advertising Electronic media Published media. Our academic experts are ready and waiting to assist with any writing project you may have. In Pakistan, Unilever took the concept to a new level, training hundreds of village women as beauticians, working out of their homes. The paper bags will be having a label of “ALL OUT – Stain Remover” on it. Investor Relations. Sometimes the company in order to bring in variety in a market or to gain market share offers a new product in the same category but with a different brand name. Moreover, the company has ventured into different markets destinations across the globe. digital marketing is essential Line extension is basically a strategy that involves producing variants of similar product in a similar category. Uniliver enjoys equity of 70.4% and has the opportunity of being the largest FMCG multinational. Its workforce possesses a large number of highly qualified personnel. products and packaging. It’s the quality of our products which has helped Unilever in transforming into market leaders and ‘All Out’ would certainly be on the same framework, providing exquisite quality to its consumers. SECTION 1: EXECUTIVE SUMMARY For the purpose, to complete the term report on the market analysis for the course of Principle of Marketing, we selected our company Unilever: Walls’ Ice-cream. to Gartner. Market Skimming Strategy: Through this strategy Unilever tends to generate maximum revenue from the innovators and early adopters. We have a €35 billion annual The new product entitled “ALL OUT” tissues has been launched by Unilever, Pakistan. What’s happening at Unilever? *You can also browse our support articles here >. This product is specially designed for males/ females above the age of 14.We will market our product to A, B, and C SEC (Socio-economic classes) living in urban areas of the country by selecting appropriate marketing channels and promotional strategies. That approach lies at the heart of our business model, driven by sustainable living and the USLP. We operate almost Initially, the brand was positioned on the clean proposition of “washes whitest”. It has even its ketchups and chili garlic sauces under the brand name of Knorr. By investing in innovation we can grow our market share while also seeking to enter new markets and new segments. The main feature removing stains from clothes. Unilever Company provides a variety of products which include food beverages, personal care products, and foodstuff. Read about our strategy, governance and shares. achieve cut-through in a highly They use their specific company owned distributors. “ALL OUT” Stain Remover’s target market is A,B and C classes in SEC. For this story, Profit did contact Unilever Pakistan, and their spokesperson Hussain Ali Talib did send us a response, but the response included few details about the company’s strategy since the delisting. For Example: Flora Pond’s Age miracle cream From Tesco to Starbucks to Leon, the Marketing Week team chooses the second set of eight campaigns that make up our best marketing of 2020. This approach is somewhat risky but yet Unilever has used it with some of its products. What marketing lessons can be learnt from Unilever? Careers. The company is expecting their sales to be 15% of our target market for the first year; gradually increasing that by 5% percent each year consequently capturing at least 35% of our target market in the first 5 years of product launch. The Company believed in trust, truth and outstanding teamwork. In this report we have achieved to explain the marketing stratigies that Walls’ has implemented throught its life of existence in Pakistan. Unilever Pakistan Limited - Strategy, SWOT and Corporate Finance Report Summary Unilever Pakistan Limited - Strategy, SWOT and Corporate Finance Report, is a source of comprehensive company data and information. Read about our strategy, governance and shares. Unilever successfully applies this intensive strategy by using the generic strategy of differentiation to make its products more competitive and attractive than others. PRICE: Our pricing strategy is based on price skimming strategy but it would be easily affordable for families belonging to A, B and C classes of SEC. Our purpose is to make sustainable living commonplace. Our R&D mission is to Company’s value: They initiated a company wide project “living our values” using focus groups to identify values that were shared by the employees all over for development on both company and personal level. supermarkets to e-commerce. Unilever has produced entire new products also in a completely new category and with a new name. You may also email us at raabta.upl@unilever.com, Ensuring a Safe Return to Work for Pakistan, Increased investment in digital marketing. Currently there are no direct competitors. In 2009, we launched The Compass – our strategy for sustainable growth, setting out our determination to build a sustainable business for the long term. We need to create consumer awareness in a highly persuasive way. Therefore our target market is 60% of 32.8%, which means that our target audience would be roughly less than 20% of the whole population of Pakistan. To realise our vision we have invested in a long-term strategy of categories and brands that deliver growth to the benefit of all stakeholders. Its head office has been shifted to Karachi since the mid 60’s. Its attractive features are mentioned below: Removes stains within 4 seconds that too without damaging your cloth. 20 sachets. It produces two different brands of margarine flora and blue band. After considering the above mentioned strategies the last part which the company needs to perform is of Effective Public Relation with the customers. This strategy, as we all know, is only effective if Unilever is launching a new product which has no potential competitors, in short we mean to say “INNOVATIVE PRODUCT”. We provided people with questionnaires and interviewed individuals. High quality product achieved through state of the art processing unit that utilizes DIQUEST SNA an efficient dispersant. heavily in efficiency and build brands through These are actually variants of the original product and Unilever has employed this strategy in various products. We're here to answer any questions you have about our services. Quality has always been Unilever’s trade mark. Majority of the people aspire such people and after their early adoption of our product. stages of the decision-making Ensuring a Safe Return to Work for Pakistan. process and through all These women call for better personal care and these desires trickle down towards their children and family. Capture 15% of the target market in 1st year so as to position ourselves as market leaders. ‘ALL OUT’ is our brand name. Market Skimming Strategy: Through this strategy Unilever tends to generate maximum revenue from the innovators and early adopters. Looking for a flexible role? It guides our approach to how we do business and how we meet the growing consumer demand for brands that act responsibly in a world of finite resources. 1.6 Methodology of this report For accessibility and availability of information I have chosen to work on the Marketing strategies of Unilever Bangladesh Ltd and globe. Lifebuoy soap comes in the form of liquid hand washing bottles as well as in the form of soaps which are offered in regular, neem, and antiseptic variants. Marketing Objectives To create sustainable profitable growth and value for shareholders by increasing the profits by 5% To boost the sales and the margins through a growth strategy by 7.5% To increase spending on advertising the 300 out of 400 core products by allocating marketing budget of 5000 million pounds Wowing their consumers & customers: They win the hearts and minds of their consumers and customers. sustainably sourced. ‘ALL OUT’ clearly states that out product would be tough on stains by completely eradicating them from the fabrics. We realize the need of our product arises in social places where clothes may get dirty and there is no quick way to clean them. They are market leader to give more value to their customers. Unilever’s Digital Marketing Strategy: The Trusted Publisher Network. اردو; Company structure; Announcement & Forms; Financial results; Election Information; Free Float of Shares; MOBILE NAV How we’ll help build a more equitable and inclusive society. Registered Data Controller No: Z1821391. Because of growing socialization trends, the demand for this product is expected to rise. 1. Certain sections of the Unilever Annual Report and Accounts 2015 have been audited. A strategic objective linked to this intensive strategy is to grow the business through aggressively marketing Unilever products in the global consumer goods market. It produces three brands of shampoos lifebuoy, sunsilk, and clear. Sunsilk is offered in a wide range catering separately for dry, normal and oily hair. These are on pages 90 to 159, and those parts noted as audited within Free resources to assist you with your university studies! Huge brand equity of Unilever combined with ‘All Out’ product features with regards to clean-ability, accessibility, disposability, and portability, these rational appeals would be. The Unilever Sustainable Living Plan, launched in 2010, laid the blueprint for achieving this strategy. We work with governments, It might take long for people to adapt and become used to it, mainly in lower income groups that may ponder over either buying ‘Surf’ or ‘All Out’. Sauces have a wide variety to offer including soy, barbeque, and demi glace sauces. PRODUCT MIX: Set of all product lines and items that a particular seller offers to sell. LATEST NEWS. It guides our approach to how we do business and how we meet the growing consumer demand for brands that act responsibly in a world of finite resources. As in this case the target audiences are males / females above the age of 14, which mean we need to develop a mature message to deliver through our communication media channels so that the message sounds realistic and pragmatic and brings about rational appeal to our target market. Sales Promotion is increased by 10%this year. including agricultural raw These social places mainly include restaurants, schools, offices and universities. Disclaimer: This is an example of a student written essay.Click here for sample essays written by our professional writers. We would further develop need for our product through various B2B channels. Unilever’s target market is basically based on families who come in upper middle and higher classes. It means jumping into an entire different category with a same brand name. society and good for business, The price of the product as well as its manufacturing and expiry dates would also be printed. Unilever believes profitable growth should also be responsible growth. Unilever believes profitable growth should also be responsible growth. Conclusion This report presents the company's determined contribution in environmentally friendly business which provides support to human beings. to win in the market place, It basically uses a pull strategy for promotion of its brands, focuses more on communication and is the only consumer goods company that gives the lowest markups to retailers. So basically our target audience in absolute numbers is approximately 34.5 million. The innovators are basically thinkers, achievers and experienced individuals, belonging to primary motivation groups of Ideals, Achievement and Self Expression respectively. That approach lies at the heart of our business model, driven by sustainable living and the USLP. and influences shopping at all Diagram 17.1: Brand and Marketing Investment of Unilever {Roy, S. Id: 1512969660} 18.0 Pricing Strategy of Unilever Most of the products of Unilever fall under low to mid-price range. We seek continuous improvement in our world-class manufacturing to drive cost savings and higher returns, providing extra fuel for growth as cash is redeployed in new strategic opportunities. We not only need insight into trends, But since this item is condidere as a luxury item it won’t appeal to them. A firm’s marketing mix or 4Ps (Product, Place, Promotion & Price) reflects the combination of business strategies designed to capture the target market. Pakistan’s total urban population is 32.8% which is growing at a constant rate of between 0.75-1 % annually. Unilever has the world’s No.1 VAT Registration No: 842417633. As we hardly have any competitor in the market, therefore our primary focus would be to develop product awareness in essence to its features in addition to its association with Unilever; a pioneer in FMCG products in Pakistani consumer markets. technology. Initially the product would be used by Innovators and Early Adaptors but there would certainly be a trickledown effect and this would lead to Early Majority to purchase our product as well. If you need assistance with writing your essay, our professional essay writing service is here to help! All work is written to order. Unilever is the second-largest advertiser in the world and manufactures some of the world's best-known brands. Alternatively, If you would like to speak to a live representative,please call this toll free number: 0800-13000. To export a reference to this article please select a referencing stye below: If you are the original writer of this essay and no longer wish to have your work published on UKEssays.com then please: Our academic writing and marking services can help you! channels. Unilever has embarked upon this strategy in several categories of products for example: Unilever produces four different brands of tea including lipton, supreme, A1 karak chai, and pearl dust. No plagiarism, guaranteed! The Company would therefore call upon numerous respected media personals and people from the industry to inform the masses about the benefits of their product and create brand awareness. All the brands of Unilever, combined generate a Net Profit Margin percentage of approx. We've received widespread press coverage since 2003, Your UKEssays purchase is secure and we're rated 4.4/5 on reviews.co.uk. They target that segment of the market which is willing to pay more for quality and seek value for their money. The company is believed to be the world-leading producer of margarine that is used as a spread product for bread. Registered office: Venture House, Cross Street, Arnold, Nottingham, Nottinghamshire, NG5 7PJ. Explore our latest news and stories covering innovation, our people, sustainability, marketing and more…. Business Strategy of Unilever (Lipton) 1. Our secondary feature includes removing nail polish also and that too on the move. Unilever follows competitive pricing and does intense research of the market. Sustainability targets. Around 45% of Pakistan’s urban population live in slums. Uniever showed that it in the current competitive market, it is important to be forward thinking and be innovating to meet the constant changing need of society. Therefore we would position our product on this line “Tough on Stains, Light on Clothes” and “Daag Pay Jaandar, Kaproon Pay Shandaar”. Analysis Uncategorized. Surf excel is offered in different package sizes like 500, 250, and 50 kg packs besides Rs. They are living our values and bringing our purpose-led, future-fit strategy to life. Market Penetration 2. 300 factories and have invested unlocked by science and Marketing strategies. For example: Cornetto Ice-Cream, is offered in a lot of different flavors like chocolate, caramel, strawberry, and vanilla. One of the main strategies of Unilever is to attract buyers by offering low price products like Fair & Lovely in the emerging markets. increasingly use hybrid vehicles Furthermore, it is easy to say and can easily be transformed into a generic name for a disposable cleaning product just like Surf’s achievement in the detergent category. The best marketing campaigns of 2020: Part 2 Marketing Week Reporters. Knorr noodles, knorr tomato kechup, chili garlic sauce, chocolate and strawberry topping, chicken powder, demy glace sauce, barbecue sauce. SEGMENTATION: Unilever uses LSM (Living Standard measures) and SEC (Socio-economic Class) to segment the market for its products. “ALL OUT” has a variety of features. ” 2 according to Gartner mid 60 ’ s mission is to be the leader. Realise our vision is a, B and C classes in SEC basically thinkers, and! It makes the masses of the world mix: Set of all the. Deliver growth to the benefit of all product lines and items that a particular seller offers to.. Retailers, and foodstuff launched ready to make recipe mixes with the customers fast-moving consumer goods positioned on the.. Believes profitable growth should also be imprinted have achieved to explain the marketing stratigies that ’! Operate almost 300 factories and have invested in a highly fragmented media both! 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