GROUP MEMBERS

M. Shiraz Khan
Ramsha Fatima
Naeem Akram
Beena Ambreen
M. Tahir Sabir
 HISTORY
• Lever brothers is founded by
WILLIAM HESKETH LEVER in 1890

• Key player in food & household

product industry

• Historically grew through acquisitions

 INTRODUCTION
• 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

 UNILEVER STAFF
TODAY UNILEVER EMPLOYEES 179,000 PEOPLE IN
150 COUNTRIES WORLDWIDE

TODAY UNILEVER EMPLOYEES IN PAKISTAN

ARE1677.
MISSION STATEMENT

Unilever's mission is to add Vitality to life.

 LOGO

This is the logo of “UNILEVER”

 SLOGAN

“FEEL GOOD, LOOK GOOD

AND GET MORE OUT OF
LIFE…”
MANAGEMENT

BOARD OF DIRECTORS
CEO UNILEVER

“PAUL POLMAN”
CEO OF UNILEVER (FROM OCT. 08)
UNILEVER PAKISTAN
UNILEVER PAKITAN FORMERLY LEVER BROTHERS
WAS ESTABLISHED IN PAKISTAN IN 1958

FIRST SITE IN PAKISTAN WAS RAHIM YAR KHAN

LARGEST FMCG COMPANY NOW OPERATING AT

SIX LOCATIONS IN PAKISTAN
CEO UNILEVER PAKISTAN

MR.EHSAN A.MALIK
CEO IN PAKISTAN
GENERAL INFORMATION
NO. OF EMPLOYEES 1677

SHARES 13,293,869

SHARE HOLDERS 4171

REVENUE 40.187 BILLIONS (2008)

PORTFOLIO ANALYSIS

BCG MATRIX

SWOT ANALYSIS
BCG MATRIX
STARS PRODUCTS OF ULP
High growth rate & high market share
• Lux
• Sunsilk
• Wall’s
• Fair & lovely
• Rafhan
• Energile
 CASH COWS
Low growth rate & high market share
• Surf excel
• Ponds
• Lipton
• Close up
• Blue band
• Lifebuoy soap
• Rexona
• Knorr
 DOGS
Low growth rate & low market share
• Wheel
• Supreme tea
• Lifebuoy shampoo
 QUESTION MARKS
High growth rate & low market share
• Clear shampoo
• Rin
• Comfort
 STRENGTHS
Strong company image
Strong brand portfolio
Quantity & variety
Effective & attractive packaging
High quality man power
 CONT…
Solid base of the company
Innovative aspects
Corporate behavior
Health & personal care
products
Help people getting more out
of life
 WEAKNESSES
High prices of products
Substitutes products
Policy of spending for the
social responsibility
Lack of control in the market
 CONT…
Dual leadership
Decrease in revenues
Reduced spending for research
& development
 OPPORTUNITIES
Changing life style of people
New markets
Increase the volume of
production
Low income consumers
 CONT…
Help in improving people diet &
daily lives
 THREATS
Competitors(P&G,)
Political effects
Legislative effect
Environmental effect
Economic crises
 CONT…
Change in life style of people
Chance for price war
Increase in production & labour
cost
 PRODUCT OF FOCUS
SURF EXCEL
It is the oldest detergent
To be present in Pakistan
Since 1960.It believes
That children must be
free to experience their
LIFE for themselves…
 PRODUCT
SURF EXCEL
Advance
Tropical
Small & mighty
Automatic
Blue detergent
Quick wash
 CONT…
Quality: Removal of stain 10/10
reflects its quality
Brand name: Strong brand
name
Packaging: attractive, colourful
& unique
Convenience product
RANGE OF PRODUCT

2KG 1KG 500G 200G 100G 60G

 PRICE

2kg 1kg 500g 100g 60g 25g

Rs405 Rs210 Rs115 Rs20 Rs10 Rs05
PLACE
 CONT…
Great distribution & availability
Covering throughout Pakistan
Distribution channel
 PROMOTION
Promotion is mainly through
Ads,billboards
Public relation( parks,art club
& games for children)
Sales promotion
MARKET SEGMENTATION
Demographically:
Surf excel tropical
Surf excel blue
Surf excel automatic
Surf excel advance
 GEOGRAPHICALLY
Surf excel quick wash
 TARGETING
Surf excel topical targeted the
segment which are more
conscious about fragrance
Surf excel blue targeted those who
care about their fabrics
Surf excel automatic has low
leather formula use in only
washing machines
 CONT…
Surf excel advance targeted
the high class
Surf excel quick wash targeted
hilly areas
 POSITIONING
Positioning of surf excel is due to:
• Brand name
• High quality
• Attractive packing
• Removes stains 10/10
• Dirt is good (every child has the
right to play and discover his own
world)
THE END…!!
ANY DOUBTS OR
QUESTIONS???
THANK YOU!!!