NAME: TAIMOOR IQBAL S/O MUHAMMAD IQBAL

SUBJECT: STRATEGIC MARKETING MANAGMENT

BATCH: 2K18-MBA-111 (Previous)
SEMESTER: 6th
COMPANY: UNILEVER PAK
ASSIGNED BY: DR VISHNU PARMAR
 Unilever Pakistan ltd
Breif Introduction.
When we talk about delivering fast moving consumer goods therefore, in the
consumer's mind one word comes from Unilever Pakistan.

Unilever Pakistan plays an important role in the world of FMCG. In Pakistan

there are numbers of users of Unilever Pakistan limited. From 1952, Unilever
Pakistan began operating in the city of Rahim Yar khan. 52 years ago unilever
Pakistan started a vegetable oil plant. Started the first production area.
Unilever Pakistan products are very popular and also meet the needs and
requirements of the customers. Now a days, in Pakistan the lever brothers
thinks too much for playing there role in country's economic contribution.
Thousand of employees are doing work in unilever Pakistan. In this era,
unilever pakistan have been operating four different sites in this region. In
Pakistan unilever Pakistan largest tax payer number of mangers and workers
are attach with unilever Pakistan. Employees are more enthausiatic trained
and motivational level is higher. Unilever Pakistan has targeted all Pakistani
people from different product line. Where the name of unilever brothers
comes Innovations and technology are there. Rahim Yar khan site have been
shifted to Karachi in the sixty’s. Because the hub of working force and more
villages in Rahim Yar khan. In Pakistan most of the brands of unilever are
more usage Pakistani people.

Chapter Number 1
Question.1 Elaborate how your selected firms are market oriented?

Ans. The Unilever-targeted market is primarily based on families entering the

upper and upper classes. Most of its products have a premium price. They
point to that part of the market that is willing to pay more for quality and
demand their value. But they also offer some low-end combat products for
low-income people who are able to earn the same type of profit as those
consumers who buy their last high-end product.
 1. Customer Focus:
Unilever pakistan is the customer focus organization.
They do delight customers with their products and services. Their brands
always deliver the high quality as they promise. Unilever pakistan pays extra
attention to the complaints of consumers for example if any consumer
complaints that the detergent harmed any cloth or skin they send the sample
for lab test a team analyzes that customers complaint is right or not and then
they send the detailed response to customer along with gift of their products,
with a questionnaire for suggestion for further improvement on the top of
which is written "WE CARE ABOUT YOU".

2. Consumer insight:
Unilever not only need insight into trends, but also
the ability to predict them in order to maintain our competitive advantage.

3. Innovation:
Unilever R&D (research and development) mission is to
build brands through benefit-led innovation unlocked by science and
technology.

4. Collaboration:
Unilever work with governments, NGOs and other
stakeholders to drive change that’s good for society and good for business,
and we work with partners in our supply chain, to create innovations in
products and packaging.

Question.2 Describe the characteristics of your selected firm?

Ans. Being the largest FMCG company Unilever Pakistan’s main characteristic
are to help people to feel good, look good and get more out of life by driving
innovation in the area of food and health.

1. Feel & look good with our innovation

The Unilever Food and Health analysis Institute supports Unilever to assist
folks to feel smart, look smart and find additional out of life by driving
innovation within the space of food and health. One of the ways in which the
Unilever Food and Health research Institute is contributing to the Vitality
Mission is by driving the Unilever Nutrition Enhancement programme.  Tends
to totally integrate this programme in our innovation method beside quality
attributes like safety, convenience and style that we specialize in reducing
levels of saturated fat, salt, & sugar.

2. Addressing vitality life goals.

As part of the Unilever Vitality Mission, unilever want to meet the everyday
needs for nutrition, hygiene and personal care with brands that help people
feel good, look good and get more out of life. Our consumer insight group
identified, in close co-operation with our marketing colleagues, 6 key
consumer aspirations in the area of Vitality:

 Feel Good Daily

 Be Healthy for Longer
 Achieve More
 Look Better
 Give Children a Good Start
 Be Free from Health Problems
 All our innovations in the area of food and health are increasingly
addressing one or more of these Vitality Life Goals.

3. Making the healthy choice an easy choice.

At the Unilever Food and Health research Institute we wish to form the
healthy selection a straightforward selection. this needs an intensive
understanding of the real health problems for our customers and technical
solutions to handle these. It conjointly needs a deep client insight into client
behaviour, preferences and aspirations to show these technical solutions into
well-liked client merchandise with appealing profit
Question.3 What the corporate Characteristics of your firm?

Ans. Vision: Our vision is to grow our business, while decoupling our
environmental footprint from our growth and increasing our positive social.

Mission: Unilever’s mission is to add vitality to life. They say: “We meet
everyday needs for nutrition, hygiene, and personal care with brands that
help people feel good, look good and get more out of life.

Purpose, values & principles: Our Corporate Purpose states that to succeed
requires "the highest standards of corporate behavior towards everyone we
work with, the communities we touch, and the environment on which we have
an impact.
Company’s value: They initiated a companywide project “living our values”
using focus groups to identify values that were shared by the employees all
over for development on both company and personal level. Their core values
include.

Impecable integrity:  They are honest, transparent and ethical in their

dealings at all times.

Demonstrating a passion for winning: They deliver what they promise.

Wowing their consumers & customers: They win the hearts and minds of
their consumers and customers.

Bringing out the best in all of their employees: They are empowered
leaders who are inspired by new challenges and have a bias for action.

Living an enterprise culture: Company provides a comfortable culture.

Positive impact: We aim to make a positive impact in many ways: through

our brands, our commercial operations and relationships, through voluntary
contributions, and through the various other ways in which we engage with
society.
Continuous commitment: We're also committed to continuously improving
the way we manage our environmental impacts and are working towards our
longer-term goal of developing a sustainable business.

Unilever’s principles:

 Standard of Conduct

 Obeying the law

 Employees

 Consumers

 Shareholders

 Business Partner

 Community Involvement

 Public Activities

 The Environment

 Innovation

 Competition

 Business Integrity

 Conflicts of Interest

Question.4 What modern challenges are facing by your selected firm?

Ans: Covid-19 has an unprecedented impact on people and the economy

around the world. Unilever has moved at speed to support our multiple
stakeholders and maintain our operations through the crisis, and prepare for
growth in a new normal. We have structured our immediate response into five
areas: supporting our people; protecting supply; serving demand;
contributing to society; and maintaining our financial strength.

Safety Challenges for employees in pandemic: Our people are our priority

and we moved quickly to ensure the safety of our workforce as well as to
protect incomes and jobs. We are now focused on redeploying people to those
parts of the business that are seeing high demand.

Logistics: We have been able to maintain product availability and keep our
industries operating with many unexpected challenges in the workplace that
work across our value chain. We also open up new doses where they are most
needed, such as hand hygiene and food.

Demand patterns are changing. As the crisis hits countries around the

world, we see upswings in sales of hygiene and in-home food products,
combined with some household stocking, and near cessation of out of home
consumption which is particularly affecting our food service and ice cream
business. We are adapting to new demand patterns and are preparing for
lasting changes in consumer behaviour, in each country, as we move out of the
crisis and into recovery.

Chapter Number 2

Question.1 What are the product/ services of your firm?

Ans: unilever make some of the best known brands in the world, and those
brands are used by 2 billion people every day. Which are ranging from food
and drinks to Home care and personal care.

1. Food & Drinks:

  Knorr.
 Rafhan
 Galoxe-D
 Cornetto
 Lipton
 Pearl Dust

2. Home Care:

 Surf excel
 Domex
 Vim
 Comfort

3. Personal Care

 Dove
 Lux
 Life buoy
 Ponds
 Sunslik
 Fair & lovely
 Sunlight

Question.2 Write detail of three market characteristics of your firm refer

slide no 57?

Ans: As three characteristics of Markets includes functions or uses of

products, Customer Segment in the product market and the last the enabling
technology of the product. As I have selected the Unilever pak which is the
largest FMCG company operating in the Pakistan and being a FMCG Company
Unilever pak has a wide range of products which are divided in three different
segments so I am defining here each one produt from each segment.

1. Knorr:
 Knorr is a food brand with a variety of soups, stock cubes,
bouillons, spices and sauces. The product dates back to 1838 when Carl
Heinrich Knorr opened a factory and began experimenting with drying
methods that could retain quality, taste, and freshness. It is one of the
largest foods in the world and is sold in more than 87 countries around
the world.

2. Lipton:
Our story began more than 120 years ago with the view of one
incredible person - our founder, Sir Thomas Lipton. At a time when tea was a
rare and expensive luxury, Sir Thomas decided to challenge the assembly.
Because he believed that anyone, of any class, should be able to enjoy tea as
much as he could.

3. Surf Excel:
Surf Excel (also known as Surf in many parts of the world) is
a brand of laundry detergent with an accompanying range of laundry
products. It launched in 1959 and is now available in Europe, Latin
America, Asia and Africa, with a comprehensive range of offerings
including bars, powders, liquids, tablets and capsules.

4. Clear:
Clear was launched in 1979 as a haircare product to tackle
problem hair, notably hair with dandruff. Its breakthrough technology,
Nutrium 10, combines ten vitamins and mineral nutrients to nourish the
scalp and prevent dandruff from returning.

5. Dove:
Dove believes that beauty is not one dimensional; it is not defined
by your age, the shape or size of your body, the colour of your skin or your
hair – it’s feeling like the best version of yourself. Authentic. Unique. Real.
We invite all women to realise their personal potential for beauty by
engaging them with products that deliver superior care.

6. Fair & lovely :

 A leading Skin Care brand which serves millions of
consumers all over the world by being the best, safe and affordable
solution for their beauty needs.

The Enabling technology of the product: Being a FMCG company unilever

Pakistan is very focused with the new technological trend in the world as is
using latest laser cutting edge technology in their manufacturing and packging
by reducing the CO2 emission & other green house gases and using less water
in manufacturing and saving water.

Area of innovation: Unilever was recognized as a world leader in R&D, both

in terms of innovation (new products and combinations) and renovation
(refreshing existing product).

A Strong R&D reputation: We typically file between 250 and 350 new
patents per year and our portfolio contains more than 20,000 patents and
patent applications. By focusing our efforts on international and regional
institutions, through small and international implementation teams, we are
utilizing more efficient resources and introducing new marketing strategies
faster than before.

Question.3 Who are the key competitors of your firm?

Ans: The chief potential competitor of Unilever ‘around the house’ product
category is mainly P&G, producing Aerial, Colgate-Palmolive and products
such as Brite detergents and when we talk about the local competitors of
unilever which are the regional players" in emerging markets have become
the company's toughest competition, but they remained confident that
Unilever has long-term opportunities in these markets. For example, emerging
markets will account for 80% of the world's population and new leaders in
India pakistan and Indonesia have indicated the need for structural reform,
which they say will help accelerate growth.

Question. 4 Present the SWOT ANALYSIS of your firm?

Ans: SWOT ANALYSIS:

STRENGTHS:

 All Out’ is a totally unique product that provides on the spot cleaning.
 No competitor in the market is offering such a product. A vast first
mover’s advantage can be gained.
 High quality product achieved through state of the art processing unit
that utilizes DIQUEST SNA an efficient dispersant.
 The product is offered by Unilever that possesses incomparable
international experience translating into huge Brand Equity.
 Comparative Affordability, Accessibility, Portability and Disposability in
a cleaning product. Unheard of in Pakistan’s consumer markets.
 Dry cleaning on the move.

WEAKNESS:

 Pakistan’s total urban population is 32.8% which is growing at a

constant rate of between 0.75-1 % annually.

 Price is affordable.

 Currently there are no direct competitors.

 Because of growing socialization trends, the demand for this product is

expected to rise.

OPPORTUNITY:

 Pakistan’s total urban population is 32.8% which is growing at a

constant rate of between 0.75-1 % annually.

 Price is affordable.

 Currently there are no direct competitors.

  Because of growing socialization trends, the demand for this product is
expected to rise.

THREATS:

 Entrance of competitors

 Rising Inflation

 Political Instability.

THANKS

Effective digital marketing is

essential and influences
shopping at all stages of the
decision-making
process and through all
channels
Marketing: Unilever’s multiple
platforms to achieve cut-
through in a highly
fragmented media.
Effective digital marketing is
essential and influences
shopping at all stages of the
decision-making
process and t