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35893379 Marketing Report Final

35893379 Marketing Report Final

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Published by Arsalan Shaikh

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Published by: Arsalan Shaikh on Aug 22, 2010
Copyright:Attribution Non-commercial

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Close up Whitening Cinnamon BlastMarketing Management0
MARKETING PLAN
³Close up Whitening Cinnamon Blast´
 
SUBMITTED TO:SUBMITTED BY:
 
 
Close up Whitening Cinnamon BlastMarketing Management1
TABLE OF CONTENTS
1.
 
UNILEVER ± AN INTRODUCTION 022.
 
UNILEVER ± PRODUCT MIX 043.
 
HISTORY OF CLOSEUP 054.
 
BRAND³CLOSEUP WHITENINGCINAMMON BLAST´ 065.
 
CLOSEUP WHITENINGCINNAMON BLAST 076.
 
POSITIONING OF THE PRODUCT 097.
 
TARGET MARKET 108.
 
STAGES IN THE PRODUCT LIFE CYCLE 119.
 
MARKETING MIX 1210.
 
MARKET SIZE 1511.
 
MACRO ENVIRONMENT 1712.
 
MICRO ENVIRONMENT 1913.
 
CONSUMER BEHAVIOUR 2114.
 
MARKET SHARE 2315.
 
BCG MATRIX 2416.
 
SEGMENT ANALYSIS 2517.
 
MARKET SEGMENTATION 2618.
 
ISSUES AT THE TIME OF LAUNCH 3019.
 
SWOT ANAYSIS 3120.
 
COMPETITION 3321.
 
FINANCIAL PROJECTION 3522.
 
MARKETING BUDGET 3623.
 
STRATEGIES TO ADOPT IN LATER STAGES 3724.
 
MEDIA GRAPHICS 39
 
Close up Whitening Cinnamon BlastMarketing Management2
UNILEVER ± AN INTRODUCTION
If one travels around the world, he will find homes across all continents where people useUnilever products. In fact, in many countries it would be hard to find homes without Unilever  products. Unilever is one of the largest, most international companies in the world. It is'international', not 'global' because it does not attempt to enter all markets with the same products. Products fall into two main categories, "Foods and Home" and Personal Care", each of which is vast. Unilever sells over a thousand brands, many of which are market leaders - in acountry, in a region or in the world.The story of how the company came into being is an interesting one. Lever Brothers wasfounded in 1885 when W.H. Lever, later Lord Leverhulme, launched 'Sunlight' Soap. By the endof the century he had built up one of the largest soap businesses in the world. On September 2,1929, this company decided to merge with a Dutch Company, Margarine Unie and on January 1,1930 'Unilever' came into existence. Both were international companies, active in some 40countries, had a common customer ± the housewife, and were using similar raw materials. After the merger of these two giants, a form of organization was required that would give due weightto both the British and the Dutch partners, and two companies with identical boards were set up.The Unilever group is therefore made up of two parent companies having two headquarters - onein Rotterdam, known as Unilever N.V. and the other in London known as Unilever PLC. Theapex of the two companies comprises of an Executive Committee, headed by the Chairmen of Unilever PLC and Unilever N.V.Unilever Pakistan Limited needs no introduction. In the world of consumer products it hascreated an indelible name for itself with brands such as Lifebuoy, Lux and Surf. By far thelargest consumer products company in Pakistan, UPL is a part of the consumer products giantUnilever. UPL was established some fifty years ago in the then newly created Pakistan. Thetown of Rahim Yar Khan was the site chosen for setting up avegetable oil factory in 1958 and that is where the first UPL manufacturing facility developed.

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