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Almighty Allah
Who has created the universe to discover it,
And
A man will get that thing for which they will strive.
And
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FA-09-MBA-097
FA-09-MBA-169
FA-09-MBA-130
FA-09-MBA-029
FA-09-MBA-082
SUBMITTED TO
MISSION STATEMENT
Unilever's mission is to add
vitality to life. We meet everyday
needs for nutrition with brands
that help people feel good, look
good and get more out of life.
COMPANYS INTRODUCTION
3
HISTORY
Unilever was created in 1930 by the amalgamation of the operations of British soap
maker Lever Brothers and Dutch margarine producer Margarine Unie, a merger as palm
oil was a major raw material for both margarines and soaps and could be imported more
efficiently in larger quantities. In the late 19th century the businesses that would later
become Unilever were among the most philanthropic of their time. They set up projects
to improve the lot of their workers and created products with a positive social impact,
making hygiene and personal care commonplace and improving nutrition through
adding vitamins to foods that were already daily staples.
Today, Unilever still believes that success means acting with 'the highest standards of
corporate behavior towards our employees, consumers and the societies and world in
which we live'. Over the years we've launched or participated in an ever-growing range
of initiatives to source sustainable supplies of raw materials, protect environments,
support local communities and much more.
Through this timeline you'll see how our brand portfolio has evolved. At the beginning of
the 21st century, our Path to Growth strategy focused us on global high-potential brands
and our Vitality mission is taking us into a new phase of development. More than ever,
our brands are helping people 'feel good, look good and get more out of life' a
sentiment close to Lord Leverhulme's heart over a hundred years ago.
In 19th century Although Unilever wasn't formed until 1930, the companies that joined
forces to create the business we know today were already well established before the
start of the 20th century.
4
1900s Unilever's founding companies produced products made of oils and fats,
principally soap and margarine. At the beginning of the 20th century their expansion
nearly outstrips the supply of raw materials.
1910s Tough economic conditions and the First World War make trading difficult for
everyone, so many businesses form trade associations to protect their shared interests.
1920s With businesses expanding fast, companies set up negotiations intending to stop
others producing the same types of products. But instead they agree to merge - and so
Unilever is created.
1930s Unilever's first decade is no easy ride: it starts with the Great Depression and
ends with the Second World War. But while the business rationalizes operations, it also
continues to diversify.
1940s Unilever's operations around the world begin to fragment, but the business
continues to expand further into the foods market and increase investment in research
and development.
1950s Business booms as new technology and the European Economic Community
lead to rising standards of living in the West, while new markets open up in emerging
economies around the globe.
1960s As the world economy expands so does Unilever and it sets about developing
new products, entering new markets and running a highly ambitious acquisition
programmed.
1970s Hard economic conditions and high inflation make the '70s a tough time for
everyone, but things are particularly difficult in the Fast Moving Consumer Goods
(FMCG) sector as the big retailers start to flex their muscles.
1980s Unilever is now one of the world's biggest companies, but takes the decision to
focus its portfolio, and rationalize its businesses to focus on core products and brands.
1990s The business expands into Central and Eastern Europe and further sharpens its
focus on fewer product categories, leading to the sale or withdrawal of two-thirds of its
brands.
The 21st century The decade starts with the launch of Path to Growth, a five-year
strategic plan, and in 2004 further sharpens its focus on the needs of 21st centuryconsumers with its Vitality mission
PRODUCT PORTFOLIO
6
UNILEVERS BRANDS
Nutrition
FOOD BRANDS
Unilever is one of the world's leading food companies. Our passion for understanding what
people want and need from their food - and what they love about it - makes our brands a
popular choice.
Blue Band
Blue Band is essential for a familys healthy growth and development and to
enjoy a lifestyle full of vitality.
Brooke Bond A1
Brook Bond A1 is the strong cup of tea that gives the strength to face challenges
and stand up for what you believe in.
Flora
Flora margarine spread is an important source of good fats which help keep your
heart healthy.
Lipton
Lipton is Tea Tea is Lipton.
Pearl Dust
Lipton Pearl Dust is the Sindhi soul that imbues intimacy and warmth in a
couples relationship
Supreme
Brooke Bond Supreme is part of life for the Pakistani consumer, bringing
families closer together with its rich taste and traditions
Unilever Foodsolutions
Your partners for success.
Wall's
The Wall's brand stands for a good time.
Comfort
Comfort was launched in Pakistan in July 2007 and is available
in 3 variants: Comfort Floral Pink, Comfort Classic Blue and Comfort Pure
White.
Rin
Consumer insight shows that one of the leading drivers that indicate a good
wash is the level of whiteness and brightness that clothes have after the use
of a detergent powder. Rin is formulated to offer whiteness and bring back
life in your everyday clothes.
Surf excel
Remember when you were a child? How you were free to explore,
returning home covered in dirt and other stains that you wore like
the
Clear
Clear spells confidence for the young Pakistanis of today.
Close Up
Our mouths are our gateway to life. We use them to eat, drink, talk, laugh,
smile and what not!
Lifebuoy shampoo
Providing healthy hair to all Pakistani consumers.
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Lifebuoy soap
Lifebuoy's goal is to provide affordable and accessible hygiene and health
solutions.
Lux
Lux brings out the star in you!
Pond's
Making a real difference to women's skin and the way they live their lives.
Rexona
With Rexona you know your deodorant wont let you down.
Sunsilk
Sunsilk provides real solutions to women's everyday hair needs everywhere.
11
PRODUCTS INFORMATION
Lifebuoy (soap)
Lifebuoy is a brand of soap containing phenol
marketed originally by Lever Brothers in England
beginning in 1895.
History:
Popular for over 100 years, the light red soap is
still available in the United States, in specialty
shops that import it through Jupiter Imports (UK) in
England. Though Lifebuoy has ceased to be
produced in the U.S. and the UK, it is still being
mass produced by Unilever in Cyprus (for the UK, EU and USA). In India, it is the main
value brand there as well as in some other South Asian and South East Asian countries
like Malaysia, Singapore, India, Pakistan, Sri Lanka, Bangladesh and Indonesia.
Objectives and Goals:
http://en.wikipedia.org/wiki/File:LifeboySoap.jpg
Lifebuoy's goal is to provide affordable and accessible hygiene and health solutions that
enable people to lead a life without fear of hygiene anxieties and health consequences.
Improving health & hygiene for over 100 years:
Lifebuoy is one of Unilever's oldest brands, a brand that was truly 'global' before the
term 'global brand' was invented. Lifebuoy Royal Disinfectant Soap was launched in
1894 as an affordable new product in the UK, to support people in their quest for better
12
personal hygiene. Soon after launch, Lifebuoy soap travelled across the world, reaching
countries such as India, where even today it is still the market leading brand.
Lifebuoy saves lives:
Consistent in Lifebuoy's 110+ year history has been its championing of health through
hygiene. The brand's core promise of protection and a commitment to support life
through unbeatable protection is at the heart of the brand name itself Lifebuoy, the
guarantee of protection when you are threatened. For example, a 1930's campaign in
the US was titled 'Clean hands help guard health', encouraging the use of Lifebuoy
soap to kill the germs on hands that can cause health issues. A similar campaign
continues today, with Lifebuoy hygiene education programmes ongoing in countries
including India, Bangladesh, Pakistan, Sri Lanka, Indonesia and Vietnam.
Innovation:
Since 2000, major changes have been made to the classic Lifebuoy soap bar to ensure
that it provides improved hygiene protection and a more enjoyable healthy washing
experience for its billions of consumers.
Lifebuoy's classic hard red brick shape has been replaced with a new signature Lifebuoy
shape. The new shape makes the bar easier to grip and use
The Lifebuoy team have developed a new formulation providing even better germ
protection which creates a rich lather on the skin
Lifebuoy's characteristic medicated, carbolic smell has been replaced with a more
enjoyable and contemporary 'health' fragrance
Lifebuoy has become more than just a red bar of soap today the brand provides
hygiene and health solutions for families, including a range of bar soaps, hand wash
liquids and liquid shower gels. The most recent Lifebuoy innovation addresses the
number one skin hygiene and health concern for teens and tweens: oily and acne prone
13
skin. Lifebuoy Clear Skin is a bar soap formulated using radical new technology that is
clinically proven to reduce even severe acne, by 70% in 6 weeks. Regular use, twice a
day is proven to prevent and reduce the recurrence of acne
Key Facts:
Today Lifebuoy is sold in Asia and parts of Africa. It is market leader in every Asian
market where it is sold
Lifebuoy soap has been proven in laboratories to provide 100% more effective germ
protection than ordinary soaps
To date, 70 million people in rural India alone have experienced Lifebuoy's pioneering
Health Education programme the single largest private hygiene education programme
in the world
Nearly half of the Lifebuoy brand's consumption is in rural Asia, where most of the
population live on less than US$1 per day
14
The targeting market for lifebuoy is all households who can afford buying
soap and who want to fulfill everyday need that provides them and their
family with a 100 anti bacterial solution and complete protection from all germs bacteria and
cleanliness from dirt
Lifebuoy belief that children are the potential agent for change and imparting education on the
importance of hand washing with soap will enable them to adopt early habit in life
Lifebuoy soap is a very old brand of bath soap in Pakistan, Life Buoy is an anti bacterial
soap and in the beginning it positioned itself on its antibacterial qualities, life buoy
gained a number of customers with this positioning, but then there comes the
competition first the Safeguard and then Dettol soap, these two soaps are from very
strong companies especially safeguard is on P&G which is one of the largest
consumer products companies in the world, Safeguard offers better quality soap
with good fragrance, apart from these features, Safeguard adopted fear strategy in
its advertisements and it helped it in gaining more customers and soon Safeguard
became the first choice in antibacterial soaps. Safeguards effective campaigns
including character of Commander Safeguard outturned every competition, only
Dettol soap was competing head to head with safeguard.
15
All this put Lifebuoy out of lime light and to survive in market, Lifebuoy positioned itself
on price it became low price antibacterial soap. This strategy may have boosted
short term sales of Lifebuoy but it lost its brand value and credibility in the minds of
customers. Lifebuoy needed to reposition itself on quality rather than price.
Repositioning Campaign:
The repositioning campaign of Lifebuoy was started at 2008, but it became more
prominent and became effective in 2009, Lifebuoy along with the advertisement has
improved its quality and fragrance, most of the people had shifted from lifebuoy
because it was low quality and it smelled terribly, as Lifebuoy has improved its
quality all it needed to run an effective advertisement campaign to get the
customers attention. The advertisement team of Lifebuoy came up with excellent
theme Healthy Hoga Pakistan and it is targeting parents which is their target
market, Lifebuoy made very effective ad and it also used fear strategy (which is
effective in case of antibacterial soap). This has enabled Lifebuoy to get more and
more customers. Now a days, Lifebuoy is everywhere in Television, Radio,
Newspapers and Billboards, Lifebuoy is running a huge campaign to promote itself
which is very necessary in case of repositioning the brand.
With the help of marketing department and advertisement, Lifebuoy has successfully
repositioned itself as a quality antibacterial soap with better fragrance and more
durability. Many companies try to reposition themselves when they see market trend
shifting but most fail to do so. In case of Lifebuoy it has been successful.
The interesting thing about this campaign is that Lifebuoy is running the same
campaign in Pakistan and in India as is done by Unilever, this suggest that Lifebuoy
is considering India and Pakistan as the similar market segment.
16
Project Report 2
17
18
52
Male
26
Female
28
INTERPRETATION:
Out of the total sample of 52, 26 are male and 28 are females
2. Age limit
Frequency
Below 20
15
20-25
38
25-30
Above 30
Most of the correspondents are from young age group, 15 are under 20 years and 38
are in the age group of 20-25 years. Only a few of them represents the other age
groups.
14
Skin softener
15
Anti bacterial
18
Any other
19
The sample data shows that people have varied perception in using different kinds of
soaps. Here a mixed response is shown in case of beauty soap, skin softeners,
antibacterial or any other soap, but still more people like to use antibacterial soaps.
Since Lifebuoy is quiet an old product, most have the people have well used it. There
are some correspondents who use it from their childhood; some have used it for a
short period like for a month and some have just only one time.
Yes
20
No
34
Lifebuoy has its red brand color but sample shows us that most of the people now dont
like this color; only 37% people are in favor of this color.
Yes
18
No
36
Same is the case with its smell. 67% people dont like its smell and there is a lot of need
to improve it to be good in the customers mind.
20
32
No
22
Positive response is seen in its lather quality, 59% suggests its lather to be soft and
fine
20
No
34
Lifebuoy is not up to the mark in creating soft and mild effect on the skin after use, since
only 37% of people think that it has good impact after use.
23
Soft
08
Smooth
20
Oily
03
Mix response is coming out of the after use impact, with 43% says that it makes your
skin dry and 20% have the opinion that it makes your skin smooth while a minimum
portion of the sample data says that it makes skin soft and oily.
21
Low price
44
Any other
The results shows that most of the people consider it to be a low priced product and
even very low price product by a small group of people.
Yes
26
No
28
Again, people have varied perception about its quality. With 48% think that it is a quality
product while 52% think that it is not a quality product.
11
Low quality
34
Very low
quality
Any other
This question shows us that people are not satisfied with the quality of product since
63% people consider it to be a low quality product and only 20% are of the opinion that
it is a quality product.
22
Good
38
Poor
Any other
The new innovative signature shape is considered to be good by 70% of the sample
population, 6% are those who considered it to be a poor shaped product and 11% think
that it is neither good nor poor.
37
No
17
The results suggest that the new signature shape is more helpful in griping the bar with
69% has agreed and 31% are disagreed to the above statement.
15. Does this shape help to
create more lather?
Yes
22
No
32
The result shows that the new signature shape is more lather creating than
conventional red hard brick soap. Here 59% has selected Yes and 41% selected No.
23
41
No
13
76% people are satisfied with the product packaging and branding while only 24% are
dissatisfied.
Yes
46
No
Very positive response is received in satisfaction of bar size where 85% are satisfied
with bar size and only 15% are dissatisfied.
18
No
36
Being an antibacterial soap Lifebuoy has got 67% success in addressing properly to
the oily and acne skin problems.
24
18
No
36
The two new products introduced by Lifebuoy, dont get the desired results as only 33%
of the population have experienced them.
46
No
Healthy Hoga Pakistan reflects the new marketing strategy of Lifebuoy.85% of the
population agree that it is creating the desired impression in the customers mind while
only 8% are disagreed with the above statement.
33
No
21
25
Lifebuoy has got 61% success in providing health and hygiene product in every part of
Pakistan where 39% population think that Lifebuoy has failed in its mission i.e.
providing a basic hygiene product to each individual of the country.
49
No
The responses of the above question shows that more improvement is required to get
a value in the customers mind as 91% of the sample population shows that Lifebuoy
has to make some efforts in improving the products quality.
Yes
20
No
34
Lifebuoy has not succeeded in getting preference in the consumers mind as only 63%
population dont consider it as their preference.
24. The brand is comparable to
others?
Yes
33
No
21
26
Although it has not got the preference still 61% people consider it to be comparable to
other brands.
Suggestions received:
We are thankful to all those who made their kind suggestions and make it easy for us
to analyze it properly. Out of the 50 responses the suggestions received deals with the
following facts.
1. Improve the quality of the product
2. Improve brand packaging and labeling
3. More innovation is required in making bar design beautiful.
4. The brand image is not up to the mark and there should be some effort to
improve the brand image.
5. Some people suggest that it has a bad smell and there is need to add a new
fragrance.
6. Since it has passed a long time in the market, it has lost its significance, so go for
the product development and try to recapture the market with a new marketing
strategy.
7. A lot of people think that Lifebuoy has to initiate better marketing and advertising
campaign.
8. Some people think that Lifebuoy has not developed its target market properly,
some time advertise itself through children campaign and some time targeting
health conscious families, so it is quite confusing. It is however necessary for
Lifebuoy to target each segment with its respective 4Ps.
9. There is a lack of celebrity endorsement in Lifebuoys campaign so initiate
advertisements by endorsing celebrities to be the opinion leader in the market.
10. In the last, many of the correspondents think that Lifebuoy has now become a
cultural part of the society and to adjust its marketing strategies according to the
cultural norms of the society.
27
MARKET STRATEGIES
Here in marketing strategies we will discuss the existing strategy of Lifebuoy along with
some adjustments in the strategies to improve our selected product. The discussion of
these market strategies are hereunder.
MARKET SCOPE STRATEGY:
Although Unilever itself is a part of a Multi market, but since we are talking about the
product Lifebuoy we can say that it is using a multi market strategy as well because it
has both soap and shampoo, not these two only but they have others antibacterial liquid
baths as well opening a way for Lifebuoy to be a multiple product.
EVALUATION:
In evaluating this multimarket strategy, one comes to know that Unilever is well using its
product of Lifebuoy in promoting its business. It has diversified that brand into different
categories to capture every part of the market. This strategy is helping Unilever in a way
28
that due to variety of products it not only saves the existence of a single product but
also saving other products which are complement to it.
29
can simply say that Lifebuoy is the early entrants internationally and in Pakistan it is the
first-in in its kind of soaps.
By adopting the first-in strategy, Lifebuoy has captured the maximum share of the
market. Over 60 years in Pakistan we guess there is not a single home that didnt use it.
Lifebuoy has taken the risk of the first-in and consequently got one of the biggest
markets in Asian countries by providing its quality and sustained priced product to both
rural and urban areas of Pakistan.
30
PRODUCT STRATEGIES
PRODUCT POSITIONING STRATEGY:
Placing a brand in that part of the market where it will have a favorable reception
compare with other brands.
Unilever position Lifebuoy when come in red colors as a brand of low income group.
They choose their segment and position their brand according to the needs and wants
of the segments. This segment wants long life of the soap and the chemical formula of
Lifebuoy enables it to have long life.
PRODUCT REPOSITIONING STRATEGY:
Due to competition, Unilever has to reposition its brand Lifebuoy because the needs
and wants of people are changed. Unilever should revise its marketing mix to reposition
Lifebuoy. Now they are targeting whole Pakistan by the advertisement Healthy Hoga
Pakistan. They position their brand for the health conscious people. In repositioning
they changed the shape, color and the attributes of the Lifebuoy because want this kind
of changes and they do this through environmental scanning.
31
Unilever is also using Overlap strategy between Capri and Lifebuoy. The potential
customers move from Capri to Lifebuoy and from Lifebuoy to Capri. In this way they are
keeping the potential customers with themselves.
32
In case of Lifebuoy shampoo different sizes are available, customers use according to
its requirements from 200ml bottle to 5ml sachet pack since there is no one time
consumption.
PRICING STRATEGIES
Market penetration:
Market penetration is the name given to a growth strategy where the business focuses
on selling existing products into existing markets. Market penetration seeks to achieve
four main objectives:
Maintain
or
increase the
market share
of
current
products
this
can
be
achieved by
a
combination
of
competitive
33
PROMOTIONAL STRATEGIES
Successful promotion campaigns don't happen by chance. To realize goals, promotional
products programs must be carefully planned, taking into consideration the audience,
budget and, of course, the ultimate result to be gained.
1. Define a specific objective.
2. Determine a workable distribution plan to a targeted audience.
3. Create a central theme.
4. Develop a message to support the theme.
5. Select a promotional product that bears a natural relationship to your profession or
communications theme.
6. Don't pick an item based solely on uniqueness, price or perceived value.
Don't fall prey to the latest trends or fads. The most effective promotional products are
used in a cohesive, well-planned campaign.
Sales promotions are non-personal promotional efforts that are designed to have an
immediate impact on sales. Media and non-media marketing communications are
employed for a pre-determined limited time to increase consumer demand, stimulate
market demand or improve product availability. Lifebuoy is promoting its product using
these kinds of promotional techniques
35
DISTRIBUTION STRATEGIES
Movement of goods and services from the source through the distribution channel, right
up to the final consumer, or user and the movement of payment in the opposite
direction, right up to the original producer or supplier.
Chanel of Distribution:
A distribution channel can be as short as being direct from the vendor to the consumer
or may include several inter-connected (usually independent but
mutually dependent)intermediaries such as wholesalers, distributors, agents, retailers.
Each intermediary got the items at one pricing point and moves it to the next higher
pricing point until it reaches the final buyer also called channel of
distribution or marketing channel.
36
eliminated. Channels provide time, place, and ownership utility. They make products
available when, where, and in the sizes and quantities that customers want. Distribution
channels provide a number of logistics or physical distribution functions that increase
the efficiency of the flow of goods from producer to customer. Distribution channels
create efficiencies by reducing the number of transactions necessary for goods to flow
from many different manufacturers to large numbers of customers. This occurs in two
ways. The first is called breaking bulk. Wholesalers and retailers purchase large
quantities of goods from manufacturers but sell only one or a few at a
time to many different customers. Second, channel intermediaries reduce the number of
transactions by creating assortments providing a variety of products in one locationso
that customers can conveniently buy many different items from one seller at one time.
Channels are efficient. The transportation and storage of goods is another type of
physical distribution function. Retailers and other channel members move the goods
from the production site to other locations where they are held until they are wanted by
customers.
Channel intermediaries also perform a number of facilitating functions, functions that
make the purchase process easier for customers and manufacturers. Intermediaries
often provide customer services such as offering credit to buyers and accepting
customer returns. Customer services are oftentimes more important in B2B markets in
which customers purchase large quantities of higher priced products.
Existing strategy:
Unilever uses a lot of distributors and retailers to supply its products in each market
where the final customer might reasonably look for it. While appointing a distributor for a
particular area, management uses its own judgment to select such a person that has a
potential to operate effectively.
Unilever uses an intensive distribution strategy for lifebuoy soap while at the same
brand but in shampoos category it introduces only extensive strategy. Unilever did not
fight for the better shelf space for lifebuoy soap. Lifebuoy is targeting middle and low
38
income consumers so shelf space is not important our main focus is on intensive
distribution and ideal price with some innovation.
We have suggested that Unilever for life buoy should introduce a new kind of
distribution strategy that will be a strategic fit between its productions to consumptions.
Unilever should identify its larger, medium and small consumption areas and design the
channel accordingly. According to my sense and survey lifebuoy must go for intensive
distribution with wholesaler and retailers in the areas where rate of consumption is
usually very greater than that of the other areas where comparatively rate of
consumption is not so attractive.
Lifebuoy is available at every outlet and at every big, medium and even at very small
stores(hatti).Now we want to save the cost of per Tikki soap in Urban areas by reducing
39
intensive approach and turning to a new strategy that a more easily applicable and
sensible.
We have discussed the following diagrammatic distribution method of Unilever for
Lifebuoy in the both Rural and Urban Market as well.
We have eliminated the existence of wholesaler from in the Urban market as of many
reasons
While the selection of channel company considers customer buying patterns and
the nature of the market.
Customer
Customer
Distributor
Retailers
Distributor
40
Distributor
Wholesaler
Wholesaler
Retailers
Distributor
Urban
Areas
Distributor
Distributor
Retailers
Rural
Areas
Distributor
Distributor
Wholesaler
Wholesaler
Retailers
Customer
Customer
41
These are some suggestions from our side identified through complete analysis and
view of Lifebuoy. We hope that these suggestions can make a difference in the
Lifebuoy by proper implementation and planning.
43
Bibliography
Google.com
Wikipedia.com
Scribd.com
Marketing teachers .com
Marketingprofs.com
Dostoc.com
Slideshare.com
Principle of marketing Philip kotler.
Comsats Students Survey
Outsiders Survey
Group Meetings
Seniors
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