MARKETING MANAGEMENT

ASIM SHAKIL EHTESHAM HUSSAINI M.WASEEM

TABLE OF CONTENTS
COMPANY INTRO & HISTORY VISION & MISSION STATEMENTS STP (SEGMENTATION TARGET POSITIONING) MARKETING MIX SWOT ANALYSIS

UNILEVER
In

1890s William Hesketh Lever wrote down the idea of UNILEVER (LEVER BROTHERS). The company formally came into being in 1930s . In 1940s the company started to expand its business beyond the borders.

UNILEVER
Unilever (Lever Brothers) in Pakistan came into being in 1948.

Its first manufacturing unit was constructed in Rahim Yar Khan. 2 new and improved plants were installed at Karachi and Lahore to meet the demands till 1995.

UNILEVER
Today the company is among the leading suppliers of Food, home care, personal care and health & beauty products.
Company today is operating through 5 regional offices and 10 manufacturing units out of those 4 are owned and 6 are on contract.

UNILEVER
MISSION Vitality is at the heart of everything we do. It's in our brands, our people and our approach to business.
VISION We help people around the world meet everyday needs for nutrition, hygiene and wellbeing, with brands that help people

Comfort is a fabric conditioner which gives richness, softness and fresh delightful fragrances to the laundry.
It not only makes the clothes feel new but also protects them.

It is available in three variants: Comfort Blue: Morning Fresh Comfort Pink: Lily Fresh Comfort White: Pure .

Key facts:
Comfort makes up 20% of the global fabric conditioners market Comfort is the established market leader in fabric conditioners. Comfort is the laundry brand with the greatest global coverage.

S.T.P
Demographic:

Middle and Upper class

Geographic: SEGMENTATION

Urban areas

Psychographic:

Luxurious lifestyle.

TARGET

It mostly targets the families and normal households.

POSITIONING

Comfort is a fabric conditioner that cares for your clothes and gives them much more than a detergent alone

SWOT
STRENGTH

WEAKNESS

The worlds largest fabric conditioner brand

Price of comfort is double of its competitors.

Available in 3 variants Comfort Lily

There is not any bulk packing

Fresh pink, Pure White & Comfort Blue

introduced as per the imported ones.

Excellent distribution channel available because of Unilever.

OPPORTUNITIES
Although the market is nascent, there is a hidden potential for such fabric care products in the urban market

THREATS
The need for a fabric softener is not currently felt by Pakistani consumers. There are already two local brands

The pre-wash treatments of clothes are

new to consumers in emerging markets. Increased purchasing power and care for clothes

available in the market + imported

brands which includes comfort also.

MARKETING MIX

Because of wide distribution network of Unilever Pakistan, The product is available at every super store and hyper markets across urban cities of Pakistan.

PLACE

PRICE

Unilever prefers value based pricing method.

Retail price of its 400 ml. bottle is PKR 200. While 200 ml. bottle
is sold at PKR 110.

There are three packaging available for all three variants of comfort.

PACKAGING

400 ml and 200 ml. are available in bottle container and a sachet packet is also available.

The promotion of Comfort is done via televising advertisements and billboards.

PROMOTION

RECOMMENDATIONS The higher price point of Comfort is a because of concentrate mixture while other brands are available in diluted form, but this knowledge is not converted to the consumers, which has resulted in consumers choosing a low priced version competitors. Although it has the background of a vast network of distribution but its availability is the factor which is also a reason of slow growth rate, it should be available at every super and general stores in all areas. Bulk packing should be introduced which is available with the competitors as well as the imported version of Comfort itself.