 Nouman Irfan

 Mubashir Hussain
 Aftab Abid
 Nazim Abid
 Atif Mehmood
 Tipu Malik
VISION STATEMENT
To be the best consumer product
company in Pakistan and all
around the globe in all
departments that we deal in.
We meet everyday needs of nutrition,
hygiene and personal care with
brands that help people feel
good, look good and get more
out of life
◦ Established in 1930 from merger of Lever Brothers (UK) and
Margarine Unie (Netherlands)
◦ Its head quarter is in London
 The Unilever Pakistan Limited (UPL),was
established in 1948 in Rahim Yar Khan by Lever
Brothers.
 Unilever Pakistan is the largest FMCG company

in Pakistan, as well as one of the largest

multinationals operating in the country.
 Now operating six factories at different locations

around the country. The Unilever's Head Office

was shifted to Karachi from the Rahim Yar Khan.
Unilever is a Multi-dimensional company having
various brands. Some of them are:
◦ Blue band
◦ Wall’s
◦ Surf Excel
◦ Lux
◦ Sunsilk
◦ Closeup
◦ Rexona
◦ Lipton
 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.
Planning
Organizing
Leading
Controlling
 In
Unilever most of the plans are made by
Upper Management.

 Hemakes plans relating to marketing of

products like advertisement of products.
 Organizing is definitely a very important function
performed by a manager.
 In Unilever organizing is even more important

because of its vast size and multinational status.

 And he organizes his employees by assigning

them appropriate work that is related to their

designation and according to their abilities.
 Leading
 Mr. Naeem Chaudhry, being a marketing
manager in Unilever leads his employees as well.
 He has to motivate and inspire their employees in

times of disappointment and guide them in

certain matters of work.
 One such example is when one of employees was

not able to work properly because of some

uncertain reason, in this situation he had to step in
and motivate him to concentrate on his work.
 Controlling
 In Unilever all employees are expected to avoid
personnel activities and financial interests which
could conflict with their responsibilities to the
company.
 According to Mr. Naeem Chaudhry he tries to

make sure that his department is working

according to the instructions assigned to them.
 He evaluates the results after every certain time to

make sure the goals assigned to him and his

department is being achieved.
 Managerial Role
 There are three different types of
management roles which a manager has
to perform and they are:
◦ Interpersonal role
◦ Informational role
◦ Decisional role
 Interpersonal Role
 Mr. Naeem Chaudhry has told us that being a
marketing manager of a multinational
corporation he has to perform various
interpersonal roles and probably most important
of them is liaison.
 He also has to being a figurehead, an inspiring

figure for his workers. And act as a leader of all

those associated with his department.
 Informational Role
 Mr. Naeem Chaudhry has told us that for
maintaining the performance of his department
effectively and efficiently he gets new up-to-date
(day-to-day) information.
 He also has to give marketing reports to his

seniors and disseminate information to his

seniors related to the marketing of products
under his management.
 Decisional Role
 Mr. Naeem Chaudhry a marketing manager has
to make many decisions related to his work just
like any other manager in managerial world.

 He has to make decisions related to marketing

strategy and deciding what company is going to
do next for promoting their products.
 Management Skills
 Unilever is a Multinational corporation and it
requires its mangers have certain skill level.
 According Mr. Naeem Chaudhry Unilever has

strict hiring rules and hires only people who are

up to skill level that they need.
 Managers need three essential skills. Those skills

are:
◦ Technical Skills
◦ Human Skills
◦ Conceptual Skills
 Technical Skills
 Technical Skills are the job-specific knowledge
that a manger needs to have.

 In Mr. Naeem Chaudhry position he needs to

have technical skills regarding marketing and
promotion of a product. Without these he won’t
be able to perform tasks related to his field.
 Human Skills
 Human skills include ability to work well with people
both individually and in a group.
 For any marketing manager as in case of Mr. Naeem
Chaudhry human skills are of foremost importance as he
has to interact with different people in marketing world
and also to increase goodwill of company plus its
products.
 Other than that he also has to communicate with his
employees and motivate them for getting better and
effective output from them.
 Conceptual Skills
 Conceptual skills are also very important for any
business related personal. Having basic skills of being
able to solve abstract and complex situations is very
important.

 In Mr. Naeem Chaudhry’s case he has to solve various

complex problems like making marketing plans for the
product.

 Since Unilever is a huge company he also needs to

understand relationship among various subunits, and
organization’s structure and how it fits in environment.
 Rewards and Challenges of Being
Manager
 Rewards
◦ To have a Good salary.
◦ Have recognition as manager in a leading corporation.
◦ Being a manager also gives you chance to create an
environment for your employees and utilize your
skills.
◦ A major reward of being a manager at Unilever is to be
able to work with people of different background and
from different cultures.
 Rewards and Challenges of Being
Manager (cont.)
 Challenges
◦ According to Mr. Naeem major challenge at Unilever is
to make plans and strategies for achieving them to
compete with other large corporations.
◦ Get the maximum out of your employees to increase
their efficiency.
◦ Dealing with different personalities.
◦ Also finding to some unusual problems is a challenge for
the manager.
ORGANIZATIONAL STRUCTURE
OF UNILEVER
 In Unilever the organizational structure is share
structure in nature.
 As it is multinational corporation and almost all

such type of organizations have decentralized

structure.
 Unilever also has decentralized structure in most

departments but in most of its departments the

structure is combination of centralized and
decentralized structure.
 Culture

“Shared values, traditions and norms

of a company and internal behavior
of an organization are known as its
culture”
 Unilever’s Culture
 In Unilever, the culture is consumer-oriented and they
consider more their customers and also tried to give
their best services.
 According to Mr. Naeem chaudhry Unilever’s culture
varies from country to country. The most important are
their high standards of corporate behavior which are
enshrined in our code of business principle.
 Here at Unilever we value colleagues as individuals,
we’re friendly towards each other and we are informal
in terms of corporate behavior and, to a large extent,
dress code.
 Environment
 The factors and forces in the area in which
organization is operating are called its
environment.
 There are three types of Environment which are:

◦ External Environment
◦ Specific Environment
◦ General Environment
 External Environment
 External environment includes those factors and forces
outside the organization that affects the organization
performance.
 There are basically two types of factors affecting an
organization from external environment.
 Mr. Naeem Chaudhry has told us that external factors
affect Unilever a great deal.
◦ The factors such as changing trends among its
customers affect it a lot.
 General Environment
 The general environment includes:
◦ Economical factors
◦ Political factors
◦ Technological factors
◦ Global factors
◦ Socio-cultural factors
◦ Demographic factors
 According Mr. Naeem Chaudhry political factor had a huge
impact on Unilever’s operations in Pakistan because of
instability of this factor in Pakistan.
 Other general factors of external environment including
technological factor, global factor, socio-cultural factor,
demographic factor and economical factors also have huge
impact on the organization.
 Specific Environment
 Mr. Naeem Chaudhry has told us that external factors
affect Unilever a great deal. Since Unilever is a consumer
good company the factors such as changing trends among
its customers and other factors including suppliers,
competitors and public pressure groups have great impact
on planning and strategy making of company and overall
operations.
 Being a marketing manager he has to be extremely
sensitive towards factors such as consumer and
competitors. Consumer behavior in today’s dynamic world
is also changing rapidly.
 Competitors also play an important role in organization’s
external environment. Unilever’s competitors include big
name such as Kraft Foods, Nestle and Procter & Gamble.
Unilever in Global Environment
 Currently a Unilever brand can be found in one out of
every two households in the world.
 Unilever is a multinational corporation with 400 brands
spanning 14 categories of home, personal care and foods
products. No other company touches so many people's
lives in so many different ways.
 Their brand portfolio has made them leaders in every field
in which they have worked.
 Unilever employs about 174 000 people in 100 countries
worldwide, and supports the jobs of many thousands of
distributors, contractors and suppliers.
Decisions and Problem Solving
 Decision making means making choices from two
or more alternatives.
 There are basically two types of problems that a

manager has to face and two types of decisions for

solving them:
◦ Structured Problems and Programmed Decisions
◦ Unstructured Problems and Non-programmed Decisions
 Structured Problems and
Programmed Decisions
 Structure problems are straight forward problems and
information for these problems is complete and well
defined.
 These problems are solved by programmed decision
making.
 Programmed decision making includes decisions which
are repetitive and can be handled using routine approach.
 The three types of programmed decisions are:
◦ Procedure
◦ Rule
◦ Policy
Structured Problems and
Programmed Decisions (cont.)
 One of the structured problems that Mr. Naeem
has to face being a marketing manager is to make
advertising campaign for a product of Unilever.

Procedures
◦ Collecting data related to product
◦ Analyzing resources available
◦ Making analysis of market
◦ Proper mediums available for advertising
◦ Hiring an advertising agency for advertisement
Structured Problems and
Programmed Decisions (cont.)
He also has to follow the rules to solve the problem
Rules:
◦ Listening to consumers is more important than talking at
them. The consumer is not stupid; she's the person
defining your brand.
◦ You can't hide the corporation behind the brand
anymore.
◦ NO need to be ashamed of profit
◦ Social media is not a strategy. You need to understand it,
and you'll need to deploy it as a tactic.
Structured Problems and
Programmed Decisions (cont.)
Policy:
◦ Unilever also has certain policies like they could
have policies like having pop musicians in
advertisement of a certain product all over the
world.
 Unstructured Problems and Non-
programmed Decisions
 Unstructured problems are problems that are
unusual for the manager.
 Information available for these problems is

incomplete.
 These problems are solved by non-

programmed decision making.

 Non-Programmed decisions are decisions

that are non-recurring and require custom-

made solutions.
 Unstructured Problems and Non-
programmed Decisions (cont.)
 According to Mr. Naeem there are many
unstructured problems faced by a marketer.
 A kind of unstructured problem that a marketing

manager can face is if there is a bug in the

computer system.
 For this purpose there is no specific procedure. A

manager can simply remove bug by some

software or by calling in a professional.
 Strategies
Decisions and actions that determine the long-run
performance of the organization are called strategies.
 Mr. Naeem Chaudhary told us that Unilever basically
works on growth strategy as growth is the key to
sustainable long term value creation, and because
growth is where Unilever has been deficient in the
past.
 Through the 80’s and 90’s, Unilever volume growth
averaged around 2.5%. In 1990 they launched a 5
year “Path to growth” strategy. Their goal is to bring
about a sustained step-changed in Unilever’s growth
rate.
 Path to Growth strategy
 Path to growth strategy was basically to bring about a
sustained step-changed in Unilever’s growth rate.
 Since introduction of this strategy Unilever has reduced
its brands from 1600 to 400 leading brands and 250 tail
brands.
 This strategy enabled them to concentrate on resources
on portfolio of their leading brands with strong growth
potential that best meet the needs and aspirations of
people around the world.
 New strategy
 The new strategy opted and being used by
Unilever is to reorganize its organizational
structure to focus on needs and wants of
consumers and brand management.
 This strategy is based on product and brand

extensions and using advertisement to connect

with consumer needs and increase consumer
focus on health and nutrition products.
 Advertisement
 In year 2008 Unilever spent about 5055 MN (euro)
on advertising and promotions of their product.
The mediums used by Unilever for marketing
purpose are:
◦ Paper Media
◦ Print Media
◦ Electronic Media
◦ Online Media
 Paper media
 Unilever promotes their products through
magazines like Sunday magazines, Akhbar-E-
Jahan and different trade magazines.
 In different newspapers such as the news, dawn,

times, Jang, Nawa-E-Waqt

 Print media

We promote UNILVER products by

placing bill boards and through fliers,
pamphlets at commercial and residential
areas and also at the main boulevards of
cities and also by distributing broachers.
 Electronic media
 Unilever also promotes its products through T.V
channels like Geo, Ary channels, Indus channels.
 Also by the Radio through City FM 89, Radio 1

Fm 91 and other radio prominent radio

channels.
 Online Media:

Unilever has also started advertising their

products on social online sites and search
engines taking into consideration the
importance of online media in present
environment.
 SWOT ANALYSIS:
 SWOT analysis, is a strategic planning tool used to
evaluate the strengths, weaknesses, opportunities
and threats involved in a project or in a business
venture.

 The SWOT analysis classifies the internal aspects

of the company as strengths and weaknesses and
external situational aspects as opportunities and
threats.
 Strengths:
 Strengths are internal factors to the organization.
Unilever is one of worlds leading fast moving consumer
goods (FMCG) companies. Major strengths of Unilever
are as following:
◦ Image of the Company
◦ Strong brand names
◦ Sound & experienced management.
◦ Excellent marketing department
◦ Diversity of product line.
 Weaknesses
 Weaknesses are that what the organization
cannot do but its competitors can do better than
it.
◦ Raw material import & rupee devaluation
◦ High product prices for rural population
◦ Huge product line overlooking of some
products
 Opportunities
 Opportunities are the chances for an
organization to do better.
◦ Rapid expanding population.
◦ Increase in awareness among people
◦ Open & Potential African market
 Threats

 Threats are the hurdles for an organization to

proceed.
◦ Procter & Gamble soap, detergents and
personal products.
◦ Rise in inflation rate
◦ Competition like Nestle, Kraft foods & P&G
◦ Instability of Pakistani Potential System
◦ Rising of small competitors in Pakistan
 Conclusion
 Unilever is a very strong multinational corporation with a
lot of strengths, including its strong management, to run
its operations to the heights of success.
 It also has a few weaknesses but those are very minor ones
that are present with every organization.
 It also has major opportunities to flourish its business to
African continent and to rural areas in developing
countries like Pakistan and India.
 In the near future with globalization of world continuing
Unilever will be even bigger and stronger.