MARKETING MANAGEMENT REPORT

PREPARED BY: S. QURRAT-UL-AIN KAZMI REG ID: 4494 CLASS ID: 9316 SUBMITTED TO: SIR SHAKEEL BAIG DATE: 0 M!"#$ %010

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M&''&() S*!*+,+)*
Add vitality to life. 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

Meeting consumer needs

We recognise that the world in which we operate is changing. Consumers are increasingly bringing their views as citizens into their buying decisions, demanding more from the companies behind the brands. They want companies and brands they trust.

Brand benefits
We see growing consumer need for:

a healthy lifestyle more variety, quality, taste and en oyment time, as an increasingly precious commodity

!elping people to feel good, loo" good and get more out of life will enable us to meet these needs and e#pand our business. We are also open and transparent in the information we provide on our products, as well as all advertising and mar"eting material $ and any claims we ma"e are supported by scientific evidence. %n other words, if we say our products will add vitality to life, we mean it.

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PURPOSE - PRINCIPLES
Always wor ing wit! integrity
Conducting our operations with integrity and with respect for the many people, organisations and environments our business touches has always been at the heart of our corporate responsibility.

Positi"e im#act
We aim to ma"e 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.

$ontinuous commitment
We're also committed to continuously improving the way we manage our environmental impacts and are wor"ing towards our longer(term goal of developing a sustainable business.

%etting out our as#irations

)ur corporate purpose sets out our aspirations in running our business. %t's underpinned by our code of business *rinciples which describes the operational standards that everyone at +nilever follows, wherever they are in the world. The code also supports our approach to governance and corporate responsibility.

&or ing wit! ot!ers

We want to wor" with suppliers who have values similar to our own and wor" to the same standards we do. )ur ,usiness partner code, aligned to our own Code of business principles, comprises ten principles covering business integrity and responsibilities relating to employees, consumers and the environment.

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OB.ECTI/ES
To# Priority ' (ulfilment of customer)s needs:
.+nilever aims to continuously improve the environmental performance of their process and their brands to achieve sustainable profitable growth as their consumer e#pects them to fulfil their needs with brands that have low environmental impact./ To be honest, transparent and ethical in our dealings at all times. To win the hearts and minds of consumers. To deliver what they promise. To become empowered leaders who are inspired by new challenges and have a bias for action. To believe in trust, truth and outstanding teamwor". They value a creative and fun environment. They care about and actively contribute to the community in which they live.

S0OT ANALYSIS O1 THE COMPANY

%TRENGT*%
0esearch and development and financial support from parent +nilever. 1trong brand names. most of the brands for e.g. 2detergent are now used generically to present product. 1ound and e#perienced management. 3#cellent mar"eting department assisted by a highly regarded mar"eting research unit. 4erger with ,roo"e bond was e#pected to result in cost saving and spur earnings growth and its wor"ing as per e#pectations. 1trong company image. !ealth 5 personal care products

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____________________________________________________________ 1uccess of the slogan. 7uantity 5 variety. 3ffective 5 attractive pac"aging.

&EAKNE%%E%
8bout 9:; of raw material is imported for the manufacturing of the consumer goods. 0aw material constitutes about 9<; of manufacturing cost. 0ampant smuggling of tea and detergents has seriously affected levers sale and earning.. !igh prices of products. 1ubstitutes products. *olicy of spending for the social responsibility. =ac" of control in the mar"et. >ual leadership. >ecrease in revenues. 0educed spending for research 5 development.

OPPORT+NIT,
Changing life style of people ?ew mar"ets %ncrease the volume of production @ocus on 05> =ow income consumers The rapid e#panding urban population is the "ey opportunity. 8wareness growing in rural areas due to education children with family members abroad sending foreign income.

T*REAT%
Competitors .*5A is the significant multinational threats with presences in soap, detergents and personal products. *urchasing power can affect demand due to depressed economy resulting in inflation. *olitical effects =egislative effect 3nvironmental effect 3conomic crises

____________________________________________________________ *roduct smuggling %ncrease demand for 8ntibacterial 1oaps Counterfeit *roducts %nternational Trends =ocal Competition.

STRATEGIES
Product -e"elo#ment
+nilever continuously wor" on improving product qualities and features to capture the mar"et. %t analyzes the demand to chec" whether the product is profitable or not so that if the product is not it should be discontinued. %t "eeps an eye on the competitorBs products in order to become the mar"et leader of certain product.

$or#orate %trategies
=eader in the consumer goods mar"et. 4anaging govt relations to influence duty on imports of raw materials and countering smuggling of competitors goods

*uman Resource %trategies

4anaging employee recruitment and placement to put the right person for the right ob. 0eplacement *lanning. 3mployee rotation in the department. 3mployee training. 0emuneration survey for salary ad ustments of employees.

(inance %trategies

____________________________________________________________ 4aintain company finance operations with in the resources. 4aintain wor"ing capital "eeping stoc" debtors low. 8dhere strictly to the %C8* accounting practices and laws. Ta# management to gain legitimate advantages lessening the burden. 3nsure internal control through internal audit. %ntroduction of %T and implementation. 3nsure sales revenue generation meet targets. 4aintenance of purchasing function

Mergers . Ac/uitions
=ever has successfully completed an acquisition of *a"istan %ndustrial promotional 2pvtD limited, manufacturers of pol"a in EFFF. The company completed an merger with ,roo"e ,ond 2,,D *a"istan last year, where each ,, shareholder received one lever share for every 6.- ,, shares .The merger has resulted in consolidation of distribution channels, thus, reducing operating costs for the company.

BRANDS
(ood brands Broo e Bond A0 ,lue ,and @lora =ipton *earl >ust 1upreme Walls *ome care brands Comfort 0in 1urf 3#cel

Personal care brands

____________________________________________________________ Clear Closeup @air 5 =ovely =ifebuoy 1hampoo =ifebuoy 1oap =u# *onds 0e#ona 1unsil" Nutrition *ealt!1 !ygiene . beauty +nile"er (oodsolutions Raabta $onsumer $areline

MARKETING MI2 4P'

PRO-+$T2
0egional ,rand Teams at ,ang"o" meets and decides where to launch which product. The feasibility report is prepared and mar"et insights are discovered. 4ar"et insights should match =ocal %nsights. %n the report even the peopleBs actions while washing are also observed and presented in the report. This enables to present a full fledge information about the attributes, cultural values, and motions of a particular community, region, or a nation, may it be washing pattern, economic condition, or spending pattern.

PA$KAGING2
1urf 3#cel, mainly +nilever has new *henomena. %t consults all - trade models 2Aeneral trade, =ocal modern trade, and %nternational modern tradeD while designing pac"aging for 1urf 3#cel. *ac"aging should be to create impulsive desires, and it should stand out among its competitors. %t is where *roduct development team and mar"eters come into action in furnishing pac"aging standards for all its product ranges.

PRI$E2

____________________________________________________________ 1urf 3#cel is available in different sizes and quantities in the mar"et for different prices. %ts competitors in its upper(class segments are 8riel which is a product of *5A and ,rite Total which is a product of Colgate(*almolive 2=a"sons groupD. %ts mar"et(oriented statement is .>aagh ?!% to see"hna ?!%/. The company has offered E"g of 1urf e#cel in the mar"et for E&: rupees. ,esides that it is also available in the mar"et in sachets pricing from <(E: rupees and in H "g for about G: rupees. %t is a quality oriented product providing value to their customers. %t is priced for every consumer according to his or her financial status. %n &::< +nilever adopted one of the price(ad ustment strategies which was discount 5 allowance pricing as they offered E"g of 1urf 3#cel for E:< rupees. Through this strategy promotional pricing strategy also came in progress as their product was promoted through it and the sales increased rapidly. ,ut as its competitors also reacted for this change through customizing their offerings and price cuts 1urf 3#cel was finally focused towards price increases. ,esides that 1urf 3#cel pricing strategy have also been to provide value and recently the company improvised their strategy as they focused toward more promotion through campaigns. ,eside that the company has also implemented product line pricing strategy as their offerings are in different quantities along with different prices in the mar"et for 1urf 3#cel. 1everal offers have also been introduced by 8riel and ,rite in the mar"et using *romotional, discount, and psychological pricing strategies and for that 1urf 3#cel have also responded efficiently through its strategies.

-I%TRIB+TION PRI$ING %TRATEG,2

+nilever %4T Where, ATJ Aeneral Trade 2general stores, Kiryana stores, 4edical and Aenaral storesD =4TJ =ocal 4odern Trade 21uper stores such as 8ghaz, ?aheed, >(4artD %4TJ %nternational 4odern Trade 2departmental storesI!yper 4ar"et such as 4a"roD. (OR $A%E 02 =ist price 0s. E:: 8dd: >istributor price 2<;D 0s. E:< 8dd: Trade price 2<;D 0s. EE:.&< @inal 0etail price 2E:;D 0s. E&E (OR $A%E 32 =ist price 0s. E:: Trade price 2add E:.&<;D 0s. EE:.&< 1urf 3#cel also launches Temporary price reductions 2T*0D such as :.&<Iunit for a wee" or for a month. They also give ,onus. 1uch as ,onus &< cartons(((:.<Icase. distributor AT I =4T +nilever

through annual pricing plan

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____________________________________________________________ While setting prices or changing prices the team of 1urf also loo"s at the 3quity =evelWhich is determined by the *rice %nde#. %t measures the relative 1K+s 21toc" Keeping +nitsD. @or e#ample, Product 8riel E "g 1urf e#cel E "g ,rite E "g #rice 4 &-: EE<; &:: E::; EF: F<;

PROMOTION%2
1ales @orce in 1urf 3#cel is divided into - types: Aeneral Trade 2general stores, Kiryana stores, 4edical and Aenaral storesD, =ocal modern trade 2super stores such as 8ghaz, ?aheed, >(4artD, and %nternational 4odern trade 2=arge houses such as 4a"roD. 4erchandising >rives: %t depends on the Channel the team is choosing to communicate itBs product 2surf e#celD. They may as" the retailer to have at least <: pieces of surf in their shelves along with *)1 4aterials 2posters, banners, shelves, etcD )utdoor 4edia 8gency is appointed for the advertising campaigns via billboard and signboards. These )48 classify different regions under 1trata, ranging from E to C.1trata E includes cities li"e Karachi and =ahore, 1trata & includes cities with comparatively less density and so on. They may select sites as per the following e#ample: 1trata E would have C:; advertising sites. 1trata & would have &:; advertising sites. 1trata - would have &:; advertising sites. 1trata 6 nil 1trata < nil 1trata C nil

P5A$E2
4ind 1hare is the 4edia ,uying !ouse for +nilever in *a"istan. The airtime is purchased depending on the relative price and numbers of spots the brand is getting. These spots must be enough so that 0ecall value is created within the customerBs mind. @requency of target mar"et is also analyzed. %n 3lectronic media, especially Television *TL and 8TL have the biggest countrywide viewership. Whereas in *rivate 1ector !um tv currently is the biggest Tv production and broadcasting house. The selection of *rint and 3lectronic 4edia depends again on the nature of product and the mar"eting strategies. The 0atio is divided for print and electronic 4edia in the beginning of the campaign.

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____________________________________________________________ 4oreover retailing consumer products is +nileverBs bread and butter. The company has the biggest retail reach in the country with the company servicing <::,::: outlets, of which <: per cent are covered direct by the companyBs distributors and the balance through wholesalers. @or company the main business is done by Aeneral Trade as compared to %4T or =4T, therefore different incentives and preferences are given to general retailers, wholesalers and distributors.

KEY SUCCESS 1ACTOR

Res#onsible $are Caring for each other, our factory and the environment O#erational Effecti"eness *roducing the right goods, at the right time, with the right quality at the right cost &in t!roug! Peo#le )ur success will only be achieved through highly motivated and effective people Inno"ation . $a#ability -e"elo#ment 0ight first time innovation is essential to ensure the future of our business $ustomer and %u##lier Management 1atisfying our customers through effective management of the total supply chain Enabling %ystems and Processes 3#cellence in our %T systems and s"ills are "ey to the success of our factory