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Table of Contents

Company Profile............................................................................................................................................ 2 Introduction .................................................................................................................................................. 3 Mission: ..................................................................................................................................................... 3 Vision:........................................................................................................................................................ 3 Division of Brands under Categories: ........................................................................................................ 3 Product line: .................................................................................................................................................. 3 Ranges: .......................................................................................................................................................... 4 1. 2. 3. Home Care products: ........................................................................................................................ 4 Personal Care products: .................................................................................................................... 4 Food & Beverages: ............................................................................................................................ 5

About the Brand:........................................................................................................................................... 6 Unilevers Message: ...................................................................................................................................... 6 Brand Philosophy: ......................................................................................................................................... 6 SWOT Analysis: ............................................................................................................................................. 7 Strengths: .................................................................................................................................................. 7 Weaknesses: ............................................................................................................................................. 7 Opportunities: ........................................................................................................................................... 7 Threats: ..................................................................................................................................................... 7 BCG Matrix: ................................................................................................................................................... 8 Market share: ................................................................................................................................................ 8 Quality Conformance: ................................................................................................................................... 8 Price: ............................................................................................................................................................. 9 Competitive Advantage: ............................................................................................................................... 9 Conclusion.10

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Company Profile
Unilever was created in 1930 when the British soap-maker Lever Brothers merged with the Dutch margarine producer, Margarine Unie. At that time, an international merger was an unusual move. But the owners of the two companies could see that bringing together complimentary businesses with strong global networks would create new opportunities. In the Thirties, Unilever introduced improved technology to the business. The business grew and new ventures were launched in Latin America. The entrepreneurial spirit of the founders and their caring approach to their employees and their communities remain at the heart of Unilever's business today. Unilever has universal appeal. One of the largest producers of packaged consumer goods, 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 foods, household and personal care products. Unilever are growing biggest brands through innovative product development and compelling brand communications. Each of these brands has enormous potential to meet the changing needs of consumers through a variety of products that fulfil their brand's promise. At the same time they also have the potential scale, profitability and international appeal needed to be world-leaders. Unilever Best foods' strength lies in its ability to tailor products to different markets and anticipate consumers demands. This comes from in-depth understanding of the countries in which they operate and policy of listening to the customers. Employing more than 247,000 people, Unilever is part of the Unilever Group owned by the Netherlands-based Unilever N.V. and UK-based Unilever PLC. Unilever has two global divisions, Home & Personal Care and Food.

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Introduction
Unilever is a multinational corporation, formed of British and Dutch parentage, which owns many of the worlds consumer product brands in foods, beverages, cleaning agents and personal care products. Our brands are trusted everywhere and, by listening to the people who buy them, we've grown into one of the world's most successful consumer goods companies. In fact, 150 million times a day, someone somewhere chooses a Unilever product. People's lives are changing fast. As the way we all live and work evolves, our needs and tastes change too. At Unilever we aim to help people in their daily lives. So we keep developing new products, improving tried and tested brands and promoting better, more efficient ways of working.

Mission:Touching Hearts, Changing Lives. Vision:


Mission Is To Add Vitality To Life. We meet every day Needs for Nutrition, Hygiene and Personal Care With Brands That Help People Feel Good, Look Good and Get More Out Of Life.

Division of Brands under Categories:


Foods & Beverages Home care products Personal care products

Product line:
Home care products
Comfort (fabric conditioner) Domex Rin Sunlight Surf Excel Vim -

Personal Care
Clear Close up Dove Fair & lovely Lifebuoy Lux Pepsodent Ponds Sunsilk Toni&Guy -

Food & Beverages


A1 Karak Blue band Brooke Bond Supreme Cornetto Fruttare Glaxose-D Knorr Lipton Magnum Paddle Pop Pearl dust Rafhan Walls desserts Walls Share happy Page | 3

Ranges:
1. Home Care products:
i.

Surf Excel:
Surf Excel detergent Powder Surf Excel Matic Front Load Surf Excel Matic Top Load

ii.

Comfort:
Comfort lily fresh Comfort morning fresh Comfort pure

iii.

Vim:
Vim Bar Vim long Bar Vim Lime Vim Lemon Vim powder Vim Powder pouch Vim Lemon pouch

2. Personal Care products:


i.

Dove:
Dove Color Rescue Shampoo Dove Hair fall Rescue Conditioner Dove Hair fall Rescue Mask Dove Hair fall Rescue Serum Dove Hair fall Rescue Shampoo Dove Intense Repair Conditioner Dove Intense Repair Mask Dove Intense Repair overnight treatment Dove Intense Repair Shampoo Dove Straight & Silky Conditioner Dove Straight & Silky Shampoo Dove Daily shine conditioner Dove Daily shine shampoo Dove Dryness care conditioner
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Dove Dryness care shampoo

ii.

Lifebuoy:
Lifebuoy Shampoo Lifebuoy Soap Lifebuoy Hand wash

iii.

Ponds:
Ponds Clear Solutions Facial Foam Ponds No Blackheads Facial Foam Ponds Oil Control Facial Foam Ponds Smooth Pores Facial Foam Ponds Pure White Deep cleansing Face wash Ponds moisturizing Cold Cream

3. Food & Beverages:


i.

Knorr:
Noodles Chicken cubes Chilli garlic Ketchup Soups

ii.

Lipton:
Lipton Yellow label (190 gm) Lipton Mega Daane (190gm) Lipton 100 Teabags Lipton Green tea- Jasmine Lipton Flavored tea- Rosehip Peach

iii.

Magnum:
Magnum Classic Magnum Almond Magnum Chocolate Truffle

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About the Brand:


Surf Excel, launched in 1960, is one of the oldest detergent powders in Pakistan. Initially, the brand was positioned on the clean proposition of washes whitest. However, with the emergence of numerous local detergent manufacturers and the entry of other global brands, Surf Excel underwent various changes in its Brand Communication. This is in line with the global communication platform of Dirt Is Good, which is a communication strategy of Unilever for its premium detergent product. Today, Surf Excel leads the Premium Fabric Wash Category inPakistan.Being a pioneer, Surf had to work hard to gain acceptance in the early days. To educate housewives about its use, house to house demonstration were organized in Lahore and Karachi. Free sample and coupons were also distributed to recruit consumer. There has been no looking back since the brand has undergone numerous product quality improvements to offer best cleaning results. Over the year, there has been emergence of low unit price packs. With continuous technological innovations, the brand has always managed to fight off competition. Surf Excel, which hit the shops recently, has already gained a reputation for the best in the market. The objectives of the Surf Excel is To be the best possible cleaning solution in the market

Unilevers Message:
We have always believed that dirt is a valuable way to enrich our lives, both young and old. To ensure that everyone, anywhere in the country, can share in this initiative, we're investing heavily in developing a range that suits the pockets of all income groups. This has included launching affordable stuff that not only offer the top clean advantages of Surf Excel, but also reduce the time, physical effort and amount of water needed to wash clothes by hand.

Brand Philosophy:
Surf Excel believes that stains are good. This is because when children go out and play and get dirty, they don't just collect stains. They experience life, make friends, share with each other and learn from each other. This helps them get stronger and get ready for the world outside. Along with dirt being an obstacle towards play = experience = learning, what are the other reasons for kids not playing enough in todays world? In 2005 & 2006 Surf launched Paint and Games Masti where children were invited to participate in various activities designed to communicate that Dirt is good. This year however, Surf has taken the concept of Dirt is good because Dirt = Play & Play Is Good to a deeper level and addresses the issues surrounding childrens play: the idea of learning through play, the obstacles towards play, the impact of not enough play for our children. As a socially responsible company and brand, it believes that they can create a platform on which they can take this message forward to showcase how playing helps children mentally and physically.
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SWOT Analysis:
Strengths:
Success of the slogan dirt is good. Attractive packaging. Quantity & variety. Good will in the market. Have strong distribution channel in Pakistan. Abundant financial resources. Well-known brand name. Committed employee.

Weaknesses:
Huge inventory stocks of raw material. Weak spending on R & D. Internal operating problems. Lack of control over substitutes products. High price of the product.

Opportunities:
Rapid market growth. Changing customers needs & wants as life style change. To create relation with society on the social marketing basis. Trend moved from soap to detergents. Geographical import/export.

Threats:
There is very tough competition in detergents market. Strong competition from P&G. Low profit margins. New competition in the market. Increase in taxes. Increases in prices due to fuel prices.

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BCG Matrix:
Relative 10 I N D U S T R Y G R O W T H R A T E -10 Surf Excel has relatively high market share and low industry growth rate and lies in the cash cow matrix. 0 CASH COWS DOGS STARS market share QUESTION MARK

Market share:
Surf Excel is enjoying 38% percent market share in Pakistan because it is one of the oldest detergent powder and the market leader in Pakistan and is focusing on increasing the market share in future. Surf Excel is into the growth stage, the market size and the relative market share is increasing day by day.

Quality Conformance:
High demand of SURF EXCEL in the market and they are very reliable in their performance. The company is engaged in the export of a high quality of products to the customers all over the globe. The surf excel is used for washing clothes and they are very effective in their performance
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and in removing the stains from the clothes. These products have been priced at very reasonable rates in the market. Features: High quality Good cleaning Cost effective

Price:
Price is simply the cost plus profit of the firm. There are many competitors in the market. As their products are highly quality .so usually they charge high prices. So the Management has considered about the competitive price while selecting new price and schemes. Prices are set by taking into consideration What Customer believes for high price & high quality? There price are high because they believes in zero defects. They charge different prices to registered and unregistered retailers. Prices are set by taking into consideration the size, type of product. Quick Wash Quantity Price (Rs.) 25 gm 05 45 gm 10 96 gm 20 250 gm 50 500 gm 125 1 kg 250 2 kg 435 4.5 kg 930 Matic Front Load Quantity Price (Rs.) 500 gm 120 1 kg 310 Matic Top Load Quantity Price (Rs.) 500 gm 120 1 kg 290

Competitive Advantage:
Surf Excel is one of the oldest detergents in Pakistan. Its tagline Dirt is good has regained the market leadership and has become a competitive advantage; it has differentiated surf excel from others. Dirt is a natural part of the process of children experiencing life and developing.Surf Excel is so good at cleaning, you dont have to worry about getting dirty, and therefore you can give your kids the freedom to experience and truly engage with life
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and grow and develop at the same time. Other detergents are yet focusing on dirt is bad. And Surf Excel has moved a step further and gained an advantage by targeting mothers and kids. Surf Excel makes specially formulated detergents with stain fighters, bleach alternative, fabric softeners and fresheners. Surf Excel not only cleans but also preserves clothes' color and long lasting freshness.

Conclusion:
Surf Excel is one of the oldest detergent in Pakistan It has constantly upgraded itself over the years and it is enjoying highest market share. Surf Excel lies in the cash cows under the BCG MATRIX. It needs investment by product development to capture the market. Surf Excel should introduce liquid detergent in Pakistan; it will increase their market share and revenue in Pakistan. The Competitive advantage of Surf Excel involves gaining an advantage over other competing firms with regard to the design, delivery, and strategies. Gaining competitive advantage entail a set of specialized skills, assets, and capabilities for the organization. Innovation is the ability to envision and apply creative solutions to problems. It is an effective tool towards gaining sustainable competitive advantage. In addition, the firm has to optimally utilize its internal resources and capabilities to exploit external opportunities in order to gain sustainable competitive advantage.

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