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Introduction Of Unilever
* Unilever was created in 1930 when the British soap-maker Lever Brothers merged with the Dutch margarine producer, Margarine Unie. * Unilever operates in 150 countries in Asia, Africa, North America, the Middle East, Western Europe, and Latin America. * Unilever is one of the world's leading suppliers of fast moving consumer goods in fo ods, household and personal care products * Unilever has more then 400 brands spanning 14 categories of home, personal care and food product * Unilever Company came into the Pakistan market in 1949 with the name of Lever Brothers Pakistan. * Changed the name Lever Brothers Pakistan to Unilever in year 2003.

* Unilever is the leading consumer products company in Pakistan, a multinational wit h deep roots in the country. * Unilever businesses is expanded over 33 cities in Pakistan and Its products are a vailable nearly all cities of Pakistan * Unilever uses all types of media for advertisement in Pakistan

Introduction Of Lipton
* Unilever is one of the worlds greatest consumer goods company and Lipton is a pr oduct of Unilever. * Sir Thomas Lipton was a Scottish-born entrepreneur and innovator who decided in 1880, at the age of 40, that he would make tea accessible to all at acceptable prices an d with a guaranteed quality. * Before Thomas Lipton, tea had been expensive and It was a beverage for the rich.

* In 1893, he established the Thomas J Lipton Co., a tea packing company with its h eadquarters and factory in Hoboken, New Jersey.

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Lipton is the worlds leading tea brand and present in more than 80 countries.

* Lipton in Pakistan is designed for upper middle, upper lower and lower middle cla ss. * Lipton in Pakistan is a market leader in the industry. It comes in all the packages in cluding hard packs, jars and tea bags. * The average per annum consumption of tea in Pakistan is nearly about 150 million kilograms * * * Lipton enjoys a huge market share. The product Lipton is in the growth stage. Major competitor of Lipton in Pakistan is Tapal

* Lipton has the slogan is FEEL GOOD , LOOK GOOD AND GET MORE OUT OF LIFE.

Target Market

Lipton Yellow Label basically has targeted the urban areas and has concentrated on t he upper and middle classes. Today as both men and women consume equal amounts of tea the age group segment selected for Lipton is for all age group for they want to tar get those people who are young, trendy, cosmopolitan.

Research Objective
The main objective of this project is to find, what are the steps Unilever Ltd. i s adapting to be the market leader and to differentiate itself from its competit ors. What is the steps company is utilizing to find current trend in the market . . To examine the prospects of Lipton Tea in the overall Pakistan Market

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Analysis of customer satisfaction and to find out the reason behind custo mer buying behavior while purchasing Tea brand

Overall Tea Industry History In Pakistan

Pakistan, a country of tea-lovers due to the Islamic ban on alcohol, is one of the highest per capita consumers of tea in South Asia.

Pakistan is the third largest tea importer in the world after Russia and the UK and consumes about 155 million kg of tea every year

.On average, each Pakistani consumes about a kilo of tea a year, a to tal of approximately 155 million kg. for a population of around 150 million.

The annual tea import bill, which this year may be more than US$200 million, highlights the importance of the country becoming self-sufficient in both growing and manufacturing tea. So far, these efforts have failed, and Pakistan continues to rely heavily on imported tea. Imports are mainly from Kenya and other African countries, while the t wo multinationals blenders import tea from Sri Lanka, Indonesia and Bangl adesh

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