Marketing and Unilever free essay sample

Their mission is â€Å"TO ADD VATILTIY TO LIFE† UNILEVER INTERNATIONAL HISTORY †¢ †¢ †¢ †¢ †¢ Unilever is a multi-national corporation, It was created in 1930 by the Lever Brothers and Dutch margarine. Today the company is fully multinational with operating companies in over 100 countries, Employing about 179000 employees With 400 brands spanning 14 categories of home, personal care and foods products, no other company touches so many peoples ives in so many different ways. From feeding one’s family to keeping one’s home clean and fresh, Unilever brands are part of everyday life. †¢ UNILEVER PAKISTAN LIMITED †¢ †¢ †¢ Lever brothers was established in Pakistan in 1958 first site in Pakistan was RAHIM YAR KHAN Largest FMCG company now operating at six locations in Pakistan The enjoys a leading position in most of its core Home and Personal Care and Foods categories, e. g. Personal Wash, Personal Care, Laundry, Beverages (Tea) and Ice Cream. It operates through 4 regional offices, as well as 4 wholly owned and 6 third party manufacturing sites across Pakistan. We will write a custom essay sample on Marketing and Unilever or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page †¢ SUNSILK †¢Launched in 1954, in the UK, sun silk had quickly become Unilever’s leading international shampoo brand. By 1959, it was available in eighteen countries worldwide. †¢In the 1980’s, Pakistan had a largely under-developed market in terms of personal care products. †¢The launch of Sun silk in 1983 introduced FMCG industry in Pakistan to redefine the lives of its people. BCG MATRIX OF UNILEVER BCG MATRIX OF UNILEVER STARS High growth rate high market share QUESTION MARK High growth rate low market share CASHCOW Low growth rate high market share DOG Low growth rate low market share PRODUCT SUNSILK is one of the star Products of Unilever, and comes under the category of personal care products. Variant: Soft and smooth Label color: Yellow Benefit: Keep hair strong and beautiful Variant: Black Label Color : Black Benefit: Rich and shine black hair Variant: Soft and smooth Label Color : Pink Benefit: Shiny and beautiful dry hair Variant: Long and thick Label Color : Green Benefit: Shiny manageable thin and limb and thin hair Variant: Damage Repair Label Color : Orange Benefit: damage Repair Shampoo Variant: Anti dandruff Label Color : Blue Benefit: removes dandruff SUNSILK SHAMPOO 400g 100g 200g 6ml PRICE SUNSILK is the market leader and it therefore sets the market price. SUNSILK SHAMPOO Rs 200 to Rs 300 PKR Rs 150 to Rs 170 PKR 400g Rs 88 to Rs 95 PKR 200g Rs 5 PKR (Sachet) 100g 6ml PLACE SUNSILK available in all †¢ †¢ Small stores Supermarkets †¢ Utility stores †¢ General Stores †¢ Medical stores †¢ Shopping malls PROMOTIONAL ACTIVITIES †¢Door to Door Services †¢One -On -One Selling †¢Special Channel Distribution †¢Road Shows †¢Schools programs †¢Spot Selling †¢Store Intercepts †¢Stall activities †¢In store conversions †¢Television advertisement †¢Product labels †¢Websites †¢Call centers †¢Free washes and gift hampers SEGMENTATION SUNSILK shampoo will be using gender and age as the basis for segmentation. †¢ This segmentation is demographic. †¢ Market age of segmentation of female of age 16-21, then 21-40 and then above 40. TARGETTING †¢ Main target market is Females between age 16-40 but they target the whole market. POSITIONING †¢ When every young adult want to give himself a new look , SUNSILK offers him FAMILY SIZE bottle in 165 PKR. †¢ It changes packing and size to attract new customers DIFFERENTIATION †¢ It does different things like gang of girls. †¢ It offers expertise of hair care experts. The product is relevant among wide masses because of its quality, affordability and constant innovation. †¢ Hierarchy is horizontal so that all the managers have good collaboration with each other that’s why UNILEVERS hierarchy is so much supportive in this regard. SUPPLIER †¢ They have no threat from supplier’s specifically as they have made a contract with suppliers. †¢They gave them raw material like chemical’s other thing’s. MARKET INTERMEDIREIS †¢ As far as financial intermediaries concern, UNILEVER have good name in this matter. They are using old chain with the popularity of their product’s. CUSTOMER †¢ They are well defining with their target market and market segmentation. †¢ Unilever? s product is neither gender specific nor for only one social class. So, we have enough people to cater with. PUBLIC †¢ Public is interested in their product as it may bring a financial interest to our stakeholders and other major factor of this is our media public. †¢ It’s a very good source for them as it lounge under unilever’s company n a very respectable product SUNSILK. The product of UNILEVER (SUNSILK) is not for the specific age, it covers the following area †¢Female †¢Male †¢Kids †¢So the demographic area is huge for that product ECONOMIC †¢ As the social class we cater are economically sound and the product of UNILEVER is give also comfort with respect to prices. NATURAL †¢ Our natural environment is quite sound in this regard. As the raw material we use is nether injurious to health nor damages the environment. †¢So people prefer to use that of product . TECHNOLOGICAL Unilever is using latest technology for making the product and for handing the operations. Technology helps in making the products and fulfilling the demands on time.