TYPE OF ASSIGNMENT: Project Report

“UNILEVER”

Prepared by: Osama Hussain

Registration no: 1935112

Class: MBA-36 (3)

Submit to:
Sir DR: Ghulam Murtaza Shah
SZABIST, HYDERABAD CAMPUS

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S.no Page no.

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 1 Introduction 3

2 Mission statement 4

3 Vision statement 4

4 Communication strategy (IMC) 5

5 Broadcast Media 6

6 Television 7

7 Print Media 7

8 Radio 8
9 Social media marketing 8

10 Public Relationship program 9

11 Sponsorship 11

12 Transit Advertising 13
13 Direct Marketing 13

14 Personal selling 14

15 Unilever Corporate advertisement 15

16 Unilever Advertisement brochure 19

17 Conclusion 21

Introduction:

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When we talk about fast moving consumer good products so, in the mind of consumer
one name arise Unilever Pakistan. Some unforgettable brands of Unilever are Lifebuoy,
Lux, Surf and Walls. Unilever Pakistan plays an important role in the world of FMCG. In
Pakistan number of users of Unilever Pakistan limited. Since 1952 Unilever Pakistan
started its operation in the town of Rahim Yar khan. 52 years ago Unilever Pakistan
started a plant of vegetable oil. It’s started a first manufacturing plant. Unilever Pakistan
brands are more famous and also fulfill the customer needs and wants. Now a day, in
Pakistan Unilever brothers thinking is very enormous also contribution of country
economy. Thousands 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 managers and workers are attach with
Unilever Pakistan. Employees are more enthusiastic. Trained and motivational level is
higher. Unilever Pakistan has targeted all Pakistani people from different product line.

Unilever brother’s now has been spent three centuries, Unilever brothers have been
successfully and up and down in the past. Unilever brothers introduces in the world of
fast moving consumer goods new innovations and use advance technology for the
valuable customer. Unilever brother’s mission is to improve the health of every
individual. Our all products are fulfilling the needs of people. Our products are providing
the easy life for everyone. Unilever products are using for cleaning of your homes and
our food products are provide nutrition for you also your clothes.

Now a day, Unilever provide the long range of the products for the people. Unilever are
doing the business for our valuable partners, working force, customers, society and the
betterment for the community. Unilever brother’s support and believe the social work.

Now, Unilever operated businesses in 100 countries.

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 Unilever brands

Unilever produces number of brands for the customers. In home care products are
provide very long range. Unilever also provide personal care products, food products,
professional cleaning and plantations.

Key Products

Dove, Lipton, magnum, slim-fast, bird’s eye, Knorr, blue band, and lux are most
famous and positive brand image in the mind of the people.

Shampoo, detergent fragrances, toothpaste, for cloth cleaning floor cleaning

material, oil frozen foods, walls and many more.

Unilever have been producing number of products and their vast product line for
every brand.

Mission Statement:

On any given day, two billion people use Unilever products to look good, feel good and
get more out of life. We believe that as a business we have a responsibility to our
consumers and to the communities in which we have a presence. Around the world we
invest in local economies and develop people’s skills inside and outside of Unilever. And
through our business and brands, we run a range of programmers to promote hygiene,
nutrition, empowerment and environmental awareness.

Vision statement:

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Unilever has a simple but clear purpose - to make sustainable living commonplace. We
believe this is the best long-term way for our business to grow.

Communication strategy:
Marketing Multinationals like Unilever astutely deploy an integrated communication
effort utilizing all available marketing communication tools to reach their marketing
communication goals. Over the last 10 years we have worked with Unilever on many
capability programmers, designed learning interventions to address specific capability
needs and supported the roll out of global capability initiatives. Recently Unilever asked
us to help them evolve their approach to communications. Unilever communicates to its
customers through TV ads, radio podcasts, Facebook pages, other social media handles
and Flyers/Posters etc. In this regard, both online and offline means of communication
tools are used.

1. ONLINE COMMUNCATION:

Know a day every person is connected internet, company give a online plate form for
every type of product category. They give all information on social media pages, and
website related about product.

Website: https://www.Unilever.pk/

Facebook: https://www.facebook.com/Unilever

This channels are more efficient for communication our target customer because
majority know a day connect Google or social media (Facebook, instagram, twitter) as
well as Unilever took the database of the customer addresses which has been collect
online and mailed a paper magazine.

2. OFFLINE COMMUNICATION:

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 Unilever provide a basic product usage product like Knorr noodles, soap, hand
wash, and shampoo etc. all this product is not only for use urban area as well as use rural
area. Rural area targeted customer don’t know how to use the net and there are no net
facilities available so Unilever take a help offline communication with your targeted
customers and use this offline marketing communication tools Unilever goals such as
creating campaigns and increasing the number of sales. The offline media channels for
advertising include television ads, billboards, telemarketing, radio, pamphlets, and any
other kind of print media. Posters (Branding) - Price increase communication to be pasted
at retail shops - Flyers for promotions to residential customer base.

Broadcast Media:

Television: Across leading broadcast channels for an entire day and a half,
Pakistanis watching everything from entertainment to news, found dried stains obscuring
part of their screens. People took to social media (after attempting to wipe their screens)
trying to figure out why these stains were popping up on screens everywhere and more
importantly, who put them there. The biggest advertiser on television in Pakistan,
Unilever use 60% of their budget on the broadcast media. Television is the major
medium used for the advertisement. Unilever is most unique advertisement is create on
TV like surf excel and that’s the tagline “daag to ache hote hai” this tagline went viral
and everyone remembered. And Lifebuoy’s goal is to provide affordable and accessible
hygiene and health solutions which enable the people to lead life without fear of hygiene
and anxieties and health consequences. Bunty from a creative Lifebuoy ad on hand
washing goes ‘viral’ amid hygiene and health consequence. Bunty, a character from an
old Lifebuoy Hand wash ad, has been trending on social media years after the
commercial was released. The young scout, who was played for laughs, told his mates
that one should wash one’s hand for a full one minute to ensure it’s germ-free. His

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friends who used Lifebuoy Hand wash, which supposedly did the job in 10 seconds,
ridiculed him for his “slow” soap.

Message content-The communication has to figure out appeal or theme that will
produce the desired response. There are two types of appeals:

1. Rational appeals
2. Emotional appeals

PRINT MEDIA:

In the print media Unilever is using the following mediums to advertise. Unilever
advertises in both magazine and newspaper on weekly and monthly basis. Following is
the list of magazine and newspaper in which Unilever advertise: • The News • Sunday
Magazine Etc.

Unilever sends postcards to their home and social places persons in the category of
retailers and whole sellers. On different occasions Unilever send them different post
cards to build long term healthy relationships so that they can contribute in increasing the
market share of their product. Like lifebuoy design a poster and give a message use soap
minimum 5 times a day for healthy life. and this poster distribute social places like bus
stop and specially target customer children so go to school and give it to the children. As
well as post social media.

Unilever has placed many types of leaflets, which contain information about Unilever
products like Shampoo, detergent, noodles, Soap at different outlets. As well as Folders /

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brochures Unilever send brochures of their product to their customers through mail to
make them aware of new innovations and products. This helps Unilever in getting more
customers.

RADIO:
Unilever is not only advertising on Television but they are also advertising on radio.
Radio advertising is buying commercials to promote products or services. Advertisers
pay commercial radio stations for airtime and, in exchange, the radio station broadcasts.
Unilever are also advertising on radio. They play the vocal ads on Fm 100 and 101.
Advertising on radio is basically for the people who are on roads. People who daily long
drive and rural area farmers etc. this is target customers radio advertisement.

SOCIAL MEDIA MARKETING:

This era is social media era large amount of people directly or indirectly connect social
media channel like Facebook, twitter. So know this era social media is main power of
advertisement and viral videos and our marketing activates. Social media marketing is
give a two way communication advantage this advantage is play an important role for
build customer loyalty and customer satisfaction and another big advantage is our target
customer share our advertisements broacher and marketing activity. It also allows our
target customers to attract other and influence potential customers. Unilever will
advertise on Twitter, Facebook and Facebook's image-sharing platform Instagram for at
least the rest of the year in the Pakistan. Social media advertisement is very cheap does
not cost that much money but is very efficient and attract to large scale customers.

Unilever company is take a help social media for publicity your product and services and
Create a Facebook page offer groups and brands a way to personally interact, build
awareness, communicate and offer information to anyone who take an interest companies

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use Facebook to introduce new products, launch videos and promotions, upload images,
communicate to consumers, listen to feedback and create an coverall personal look and
feel, social media offers targeted advertising opportunities. Banner ads the company
major source of income can target individual by demographic or keywords based on the
specific information they have placed in their profiles

PUBLIC REALTIONSHIP PROGRAM:

Unilever use four advertising strategies to drive attention, awareness, trust, and behavior
are syndication, brand building, direct response, and retargeting this thing is maintain a
good relationship with customer and Unilever is efficiently handle all this factors

Unilever Clean Pakistan:

Unilever used & include a variety of programs to promote or protect companies’ image or
individual products. Unilever's home and personal-care group had long been confined to
just publicity. In 2001, a new era commenced in which PR became a key strategic voice
in marketing efforts. Unilever is build a public relationship with different techniques
like press relation presenting news and information about the organization, Lobbying
dealing with legislator official to promote product, and counseling this Public
relationship function is help to build product awareness best example lifebuoy. PR has
moved squarely into the center of the marketing mix, with impressive results. They really
look at their marketing from a 360-degree perspective. Lifebuoy team went to go
different schools and washed children hands. And told them how to wash their hands also
gave them gift like story books, stationery, school bags and so on. To give them a
lifebuoy message remembers.

Another public relationship campaign lifebuoy distribute free soap during COVID
Pandemic situation and install hand washing system in a public places for to wash

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walking people hand wash. This activates is create a positive image and build as well as
increase ROI with the help of this activate.

Unilever all product category is not only for physical relationship rather is also busy build
public relationship online via mail, Mobil messages, media etc. for example if Unilever
give any discount or give a specific information about product then use personal mail,
messages. Unilever start online complain system for build positive public relationship
with customers. If a customer has a complaint so he/she can text mail or message.
Unilever complain representative solves our issue during 24 hours and representative will
contact us again and will confirm that our complaint will resolve or not. This strategy is
build strong relationship with our targeted customers as well as builds brand loyalty in
customer mind & customer is always give positive feedback if public relationship Is
maintain successfully.

SPONSORSHIP:

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Sponsorship is the finance or in kind support of an activity use primarily to reach
specified business goals. Unilever big name is sponsorship, Unilever is support large no
of event these day use sponsorship support to offer more exiting programs.

Sports sponsorship strategy:

the Pakistan Cricket Board has joined hands with Lifebuoy, the world’s number one
selling hygiene soap for Pakistan men’s national cricket team’s ongoing tour of England.
Lifebuoy will be the Official Hygiene Partner of the team during the tour of England. The
three-match Test series, part of ICC World Test Championship, between England and
Pakistan started on Wednesday at Old Trafford, Manchester, and it will be followed by
three T20Is. During the England tour, Lifebuoy will be supporting the Pakistan team by
providing hand hygiene products to the full touring party. Pakistan players will help
promote better hygiene behaviors with exciting public service and behind-the-scenes-
content. While ensuring there is no compromise on health and safety of the players, team
management and staff, the PCB has actively promoted Government of Pakistan’s SOPs
on Covid-19. The PCB headquarters in Lahore and offices in the rest of the country
continue to practice social distancing while following all government prescribed SOPs.
Pakistan men’s national cricket team is in bio-secure environment in England since
arriving in the country in the last week of June.

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Entertainment sponsorships: Entertainment opportunities are ideal for companies
wanting to reach youth and young adult target. Entertainment activity is direct hit our
customer mind and improve brand image in customer mind as well as entertainment
activity is give a lot of benefit like increase brand image, brand loyalty and profitability.

Entertainment sponsorship is help to achieving a maximum benefits and profit. Unilever

is always in front of this type of sponsorship the financially support big even. The most
visible example is LUX stylish award this event is biggest entertaining event in Pakistan.
Every celebrity attends this event and this event is sponsor by Unilever. Although Lux
Style Awards have been taking place for the last ten years with Unilever the sole sponsor
as well as the organizer of the event, for the last couple of years they’ve opened their
gates to other brands share in the spotlight, at a price of course. And this program is
broadcast worldwide as well as positive economic impact & Millions of people watch
this program.

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TRANSIT ADVERTISING:

Transit advertising is a category of out of home media that includes bus and taxicab
advertising as well as posters on transit shelters, terminals, and airports.

Types of transit advertising: • Inside cards • Outside posters • Terminal posters • Taxi /
bus exteriors the aim of the movement is to educate every Pakistani on the importance of
consuming product like Lifebuoy soap that is safe. In addition, the movement also
intends to give enough awareness to everyone to be able to understand to raise awareness
of the importance of hand washing with soap and encourages about public health and
aware about how can safe our life.

DIRECT MARKETING:
This tool will utilized email, mail, catalogs, encourage direct responses to radio and
TV, in order to reach targeted audiences to increase sales and test new products and
Alternate marketing tactics. It is any form of advertising issued directly to the prospect,
whether through the mail, fax, online computer services, salesperson, dealers or other
means rather than through traditional mass media. Postcards Unilever sends postcards to
their home and office persons in the category of retailers and whole sellers. On different
occasions unilever send them different post cards to build long term healthy relationships.
Unilever is the world’s leading consumer goods companies, making and selling around
400 brands in more than 190 countries based on a direct-to-consumer model. With over
53 billion rupees in revenues that across personal care, home care, foods and refreshment,
Unilever is the second largest advertiser in the world. Direct marketing is the least
significant promotional tactic in Unilever's marketing mix. This tactic involves directly
engaging client organizations to promote suitable products. Direct marketing is the least
significant promotional tactic in Unilever’s marketing mix. This tactic involves directly
engaging client organizations to promote suitable products. Based on this section of the

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marketing mix, Unilever heavily relies on advertising as the main factor that influences
consumer perception about the company’s consumer goods.

Unilever uses variety of different direct marketing tools like Internet sales, Direct mail,
Telemarketing, Direct Response advertising, shopping channels and catalogs. If Unilever
launch new product & gift a special event discount like Eid, Ramzan offer etc. this type
of message send through direct communication channel like send message, mail, post
letter etc all activities are included direct marketing. Direct marketing is play a vital role
selling product and profit growth.

Unilever has credited its focus on innovation and marketing for helping its ecommerce
sales almost double in four years. The company, which is behind brands including
lifebuoy soap and sun silk shampoo, says ecommerce now accounts for 5% of total sales,
up from 2.9% in 2017.

PERSONAL SELLING:

Unilever sale person Setting sales appointments and meetings, home parties, making
presentation and any Type of one-to-one communication, to reach your customers and
strengthen your relationship with your clients, initiate this IMC tool. Personal selling
Firm occurs when an employee or salesperson has a conversation with a potential
customer. Unilever sells products like Surf laundry detergent and Sun dishwasher
detergent under the home care category. The company’s detergent and shampoo are sold
under the personal selling category. These types of products indicate that Unilever’s
marketing mix is already highly diversified. Such diversification partly results from the
company’s acquisition strategy in the consumer goods market through the years.
Sunsilk shampoo sales team comes to your target customers and check hair and give a
advises them on which category of sunsilk shampoo should be used and at a time

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according to their hair provides free shampoo samples and say you should try this result
because this is good for your hairs. This type of personal selling is more attractive and
increase market share. Target audience feel special happens to the customer and so they
think of re selling the product. So personal selling is most important tool to integrated
marketing communication. Unilever look after this thing Age and Lifecycle stage
Occupation, Economic Situation, Personality & Self-concept, life style identification
Activities, Interests Opinion before starting personal selling. Unilever efficiently use
Personal selling tool and convert all potential customer to current customer this IMC tool
is great tool for converting customer potential to current customers. personal selling is
that a customer is more likely to buy something from a person that he has a positive
relationship with accurate information.

UNILEVER ADVERTISMENT VIDEO:

I Am share Unilever advertisement link below please first go to this below link then
watch the video before read this brief notes which is in according with this advertisement.

https://www.youtube.com/watch?v=9fwUC3QnPMw (Unilever ads link)

The advertisement given in the link above put here are some screenshots pictures below
so that we can understand what is written below. We can discuss this advertisement step
by step.

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In this part of advertisement Unilever show that how can attract our target customer
directly. And create a personal relationship with targeted customer. Unilever send sales
representative at their door step & sales representative give a information about product
like surf excel how can wash cloth this detergent as well as representative point out the
attributes of the products. This door step activities more influence targeted customers and
consumers are see happy with advertising way. After leaving door step Unilever give a
some gifts so that they may be remember our message.

In this part of advertisement Unilever soap category Like Lux, Lifebuoy etc. according to
this advertisement Unilever follow both advertisements: direct counseling, print media
advertisement & digital marketing. Lux soap target customer is females. The Lux Sales
consultant went to the targeted female customers and told them about the features of the
product as well as using digital marketing sell persons show a Lux documentary on big
digital screen and motivate to them that they are using this product. And finally after
selling presentation sell persons distribute a broacher and magazine.

Lifebuoy largely followed Lux soap selling strategy

but there were some change according to this advertisement Unilever target a school
child, and people walking outside. Sell persons went go to school and he taught the
children how to wash their hand and explained how to use soap. Generalized hygiene

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education among children and let them play some games like cricket, running etc. and at
the same time with the help of digital media show a story inn cartoon form on the big
screen and take a place in children mind. that what we saw in the advertisement lifebuoy
soap target people who walking outside, Lifebuoy soap t communicate with them and get
their message out to them resorted help t billboard advertisement and made a place for
washing hands and attract target customers.

Knorr Noodle is the most popular product Unilever. And every child loves to eat it.
Unilever broadcast children cartoon on TV every Sunday morning and the kids loved the
cartoons and because of this cartoons, their interest in eating noodles increased Unilever
went to schools to more raise awareness among the children. And showed the children a
real Knorr cartoon children enjoyed these Knorr cartoon. Knorr not only give a gift
instead, they were fed free noodles the kids had a lot of fun with children. Knorr build a

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Friendly relation with our child customer and give a positive space in his/her mind and
the kids started liking Knorr noodles more than ever.

Another part of this advertisement Unilever keep a stalls every Public places like Mall,
Bus stops, Bazar, etc and stopping people from walking and taking their precious time
Unilever representative took a review of all Unilever products from them as well as and
took their customers data and in return for this personal information they gave them to
Unilever products for free. Unilever utilize information and customer perception and use
this data online and develop our product and services according to target customer’s
expectations. This technique is very efficient because every one share his information if
he gets something in its form of Gift.

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And the last part of this advertisement is Unilever Sponsorship program like we can see
in this advertisement Lifebuoy soap sponsor scholarship cheque for students. Lifebuoy
soap sells representative team go different educational institution and fully support
his/her education and promised to cover all educational financial expenses for talented
and needed students. This activity is build a positive brand image in market. This is the
major tool of Integration marketing communication and help to increase profitability.
Lifebuoy after this sponsorship marketing occupy a large market share and achieve
business goals. Sponsorship is a great way to increase your authority and competitiveness
within your business’ niche. If your target audience relates to the party that you choose to
sponsor, it has the potential to improve your company’s image, status and reliability.

Futures I have mentioned linked above and below this advertisement please take a look at
it.

https://www.youtube.com/watch?v=9fwUC3QnPMw (Unilever ads link)

UNILEVER ADVERTISMENT BROCURE:

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This brochures designed by me and I will try to make it colorful and attractive themes.
And i tried to see more messages in less words because that what good brochures are all
about it. And targeted customers attract it and gain fully knowledge & information about
our product. Customer is always attract this type of colorful broacher because colorful
broachers it is pleasing to the eye and customer must look and read this type of attractive
broachers and pumflates. Efficient broachers are always short content and give a
complete message our target customers because targeted customers don’t rad long
brochures they don’t have that much time so we need to short but meaning full message
our brochures. We include about this type of advertising in print media this advertising
strategy oldest but most important technique for transfer product information and
knowledge because today rural area public connect with print media advertisement.
Unilever Company is efficiently utilized print media strategy and design attractive
billboards, broachers as well as gives a product information Dawn, Kawish and other
popular newspapers. Print media is helped out increase awareness & build positive image
in customer mind in addition to help out increase brand loyalty. This advertisement is
efficient and cost plus time saving advertisement every small & large firm is easily afford
this technique. This allows your company to relay positive and accurate information to
more people and attract new customers. It’s easy to place brochures in promotional
giveaways you send through the mail or on tables in your office.

Conclusion:
The IMC tools work to the benefit of the company by being keen on the relationship
between the tools and the performance of the Company since the study was not able to
give guaranteed results. After all the translation and interpretation we have made in the
term paper, it can be said that throughout the year Unilever has been able to keep their
names in the minds of consumers not only by their quality but also by their Integrated

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Marketing Communication Strategy Sometimes quality and service is not the only key to
success an effective communication skills with targeted consumers are much needed to
establish and build a strong position in their business sector. Unilever should significantly
invest in all the five IMC tools as they Offer tangible benefits on these performance of
the company. The Company should invest further in employing well-trained staff to
participate or take charge of the marketing communication tools.

(THE END)

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