Strategic Marketing

MARKETING REPORT ON
UNILEVER PAKISTAN
(Strategic Marketing Perspective)

BUITEMS

Submitted By:
Zafar Aziz
CMS ID: 20402
MBA 5th
(Evening)

Submitted To:
Sir Muhammad Ali

Strategic Marketing

ACKNOWLEDGEMENTS
Its a pleasure, to dedicate this project to my parents
and all those people who are involved and related to my education in
some way or the other.
It has been great pleasure working under the guidance
of Mr. Muhammad Ali, Lecturer, FMS, BUITEMS, Quetta who truly in
the sense of word has been a constant source of inspiration and
encouragement and this project has been completed by the help of his
valuable guidance and advises from beginning to the end of the project.

Mr. Zafar Aziz

Strategic Marketing

EXECUTIVE SUMMARY
Unilever Pakistan is Pakistani largest Fast Moving Consumer
Goods (FMCG) company. Its brands like Lifebuoy, Lux, Surf Excel,
Rin, Wheel, Fair & Lovely, Pond's, Sunsilk, Clinic, Pepsodent, Close-up,
Brooke Bond, Knorr, Wall's are household names across the country and
span a host of categories, such as soaps, detergents, personal products,
tea, coffee, branded staples, ice cream and culinary products.
Now, in making this Project my main focus is to study all the
strategies followed by the Unilever Pakistan. Which are centered on
marketing mix. I got the information from different resources where
most common is the Internet. Through Internet I got the overall history
and background of the company. I have covered all the main aspects of
the Project.
In the competitive market today a companys marketing strategies
are of great importance and this is the reason I have chosen this
company because of its well-known reputations.

Strategic Marketing

CONTENTS
S.No
Topic Name
1.
Organizations Introduction

Page No.
04

2.

Vision & Mission Core Values

04

3.

Core Values

4.

Competitive Advantage

07-08

5.

Competitors

08-09

6.

BCG Matrix

09-10

7.

Products & Services

10-13

8.

Marketing Mix

14-16

9.

Suggestion for improvement

16-16

10.

References

17-17

05

INTRODUCTION
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Strategic Marketing

Unilever Pakistan limited is a largest consumer products company

in Pakistan. It was born out of dream to Set-up in Pakistan an industry of
excellence in 1948 as Lever Brothers Pakistan Limited. Unilever Pakistan
Limited is Manufacturing & Marketing its Detergents, Personal Products, Tea,
SCC Products & Ice Cream over 50 brands.
In line with global alignment strategy and in order to leverage the synergies of
Unilevers International brand strength, market edge and corporate image, Lever
Brothers Pakistan Limited has changed its name to Unilever Pakistan
Limited, in August 2002.
Unilever Pakistan (70.4% Unilever equity) is the largest FMCG company in
Pakistan, as well as one of the largest multinationals operating in the country.
The company had a turnover of Rs. 23.3 bn (Euro 309 Mn) in 2007, and 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.
The company operates through 5 regional offices, 4 wholly owned and 6 third
party manufacturing sites across Pakistan.

VISION STATEMENT
We work to create a better future every day.
We help people around the world meet every day needs for nutrition, hygiene and
wellbeing, with brands that help people look good, feel good and get more out of
life.

MISSION STATEMENT
We are the leading consumers Products Company in Pakistan, a multination
with deep roots in the country.

We attract and develop highly talented people who are excited, empowered
and committed to deliver double-digit growth.

We serve the everyday needs of all consumers everywhere for foods,

Hygiene and Beauty through branded products and services that deliver the best
quality and value.

We strive to remain an ever simple and enterprising business

We use our superior consumer understanding to produce break through

innovation in brands and channels.

Our brands capture the hearts of consumers through outstanding

communication.

Through managing a responsive supply chain, we maximize value from

suppliers to customers.

CORE VALUES

Impeccable Integrity
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Strategic Marketing

We are honest, transparent and ethical in our dealings at all times.

Wowing our Consumers & Customers

We win the hearts and minds of our consumers and customers.

Living an Enterprise Culture

We believe in trust, truth and outstanding teamwork. We value a creative &
fun environment

Demonstrating a Passion for Winning

We deliver what we promise.

Bringing out the Best in All of Us

We are empowered leaders, who are inspired by new challenges and have a
bias for action.

Making a Better World

We care about and actively contribute to the community in which we live.

Competitive Advantage

Strategic Marketing

COMPETITORS OF UNILEVER PAKISTAN

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Strategic Marketing

Proctor and Gamble and Nestle are the main competitors of Nestle in
Pakistan. If we see sector wise such as food, the major competitors are Engro foods and
Haleeb
foods.
In cooking oil & ghee, they are HABIB, SEASONS, SOYA SUPREME
Competition typically is defined as among forms within an industry producing products
that are substitutes for one another. Therefore, the identification and evaluation of
marketplace competitors is a key element of strategic marketing and a vital element of the
corporate survival.
For different product categories there are different competitors of Unilever. There major
competitors at this time who are also offering different products in different in market are
following:
National Foods

Shezan

Tapal Tea

CURRENT PRODUCT RANGE

Food Brands

Badami : Traditional Kulfi ice cream by Walls.

Blue Band: Margarine

Brooke Bond A1 : Strong tea by Brooke Bond.

Brooke Bond Supreme: Tea

Cornetto: Cone Ice-cream by Walls.

Energile : Instant energy sports drink.

Fruttare :Real fruit pulp ice cream

Knor: food range that includes: Instant Noodles,

Chicken Cubes, Ketchup, Sauces and Meal makers.

Lipton : Tea

Magnum: Chocolate Vanilla ice cream by Walls.

Pearl Dust: Dust tea for Sindh region.

Rafhan: Corn Oil & Desserts Range.

Wall's Heartbrand: Ice cream range in Cups & Sticks.

Unilever Food solutions

Wall's Dessert: Ice cream desserts.

Wall's Kid's Range: Ice cream range for kids by Paddlepop and Moo

DALDA bnaspati & cooking oil

Personal Care
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Strategic Marketing

Close Up: Toothpaste

Fair & Lovely: Fairness products.
Lifebuoy shampoo
Lifebuoy soap: Soap & hand wash range.
Lux : Soap, hand & body wash.
Pond's -: Talc & beauty cream
Rexona: Does and Anti-per spirants
Sunsilk : Shampoo range.

Home Care Brands

Comfort: fabric conditioner.

Surf Excel: detergent and gentle wash

Domex: toilet cleaner

All the products sold by a multi-product company at time can be classified in broad
categories which are called product line.

Rafhan Pudding
Rafhan Ice cream
Rafhan Corn oil
Rafhan jelly
Rafhan Custard

Dove Conditioner
Dove Shampoo
Dove Soap
Dove on Treatment
Dove serum

Strategic Marketing

Pink power
Pink blast
Domex orignol
Lemon explosion

Boston Consulting Group Matrix

Star Category

Strategic Marketing

Market Overview For Cooking Oil &Ghee Industry

Market share and number of customers:

The Corporation sells products in over 150 countries and has annual sales of approximately $ 46
billion (31,5bn). Unilever controls subsidiaries in at least 90 countries and employs 295,000 (in
2000) people

Demographic elements:
Unilever has products in all product lines for all age groups like confectioneries for kids, beauty
product for both male and female.
Unilever has products depending upon the regional/geographical differences for the countries in
which it is serving.

Marketing mix of DALDA

We will discuss 4 Ps of marketing mix for DALDA
Current Market Situation:
Dalda is an imported stuff thats why it cannot be calculated in terms of rupees. Total market size
is 1.5 million tons annually. Total market size is not growing as it should be, but total market
size/growing rate of Dalda is 5% per year.

PRODUCT
BRAND NAME:
DALDA cooking oil
QUALITY:
DALDA is providing excellent quality followed by ISO
The enterprise operates under the quality control system in compliance with the international
standard requirements of quality management system ISO 9001
PACKAGING:
DALDA introduced plastic bottles.
DALDA has also introduced different sizes of bottles for cooking oil packing.

AVAILABLE SIZES

PRICES

1 LITER

250

2.5 LITER

450

5 LITER

850

Type
-

Home consumers

Hotels
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Strategic Marketing

Organizations

Industries
Value drivers
We provide the best packing option by the following manner;

Plastic bottles

Steal coded seals

Convenient to use
Decision Process
The decision process is very simple because of

Simple decision

Daily use product

More frequently purchase

PRICE
We are offering competitive introductory price which is mentioned below

750 for 5 litre cane

DISCOUNT:
We are offering discount 10 Rs each cane in order to capture maximum attention of our
target market

PLACE
DISTRIBUTION CHANNEL:
Distribution channel includes whole sellers grocery stores utility stores
LOCATION:

All over Pakistan

LOGISTICS:

Provide career service to place the product

PROMOTION
ADVERTISING PLANS:
Print Media

Electronic Media

Radio FM

Social Media & Web

PROMOTIONAL PROGRAMMES:

DALDA has survived over a long period of time by reaching its customers through different
promotional plans

Superior marketing
Advance communications
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Strategic Marketing

Innovative radio programs

Effective press usage
Cinema
DALDAs cook book (VOL 1& 2)
DALDA ka Dastarkhawan
DALDA Cooking competition
DALDA Food Show
Free sampling

CONCLUSION & RECOMMENDATION

Company is having good position in the market and they are offering quality product in
the market. Unilever has over the past 5 years been actively involved in setting standards for
social and environmental behavior and conduct. It does this in a very systematic way and is in
the process of developing procedures to make the developed standard applicable throughout all
of its operations.
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.
They have a wide and diverse set of competitors in consumer goods businesses. Many of
they also operate on an international scale, but others have a narrower regional or local focus.
Competition is a normal part of business. They aim to compete and give value consumers,
customers and shareholders in following ways:

They continually developing new and improved products.

They are sharing innovations and concepts with businesses all around the world.

Unilever is striving to lower the cost of our sourcing, manufacturing and

distribution processes while still maintaining, and improving, the quality of our
products.

They support efforts to create a more open competitive environment through the

liberalization of international trade.

They support the fuller implementation of the Single European Market and

inclusion

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