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 Introduction
✘ Unilever Pakistan is the largest FMCG company of the country
Established since 1948, the company is a subsidiary of Unilever
Group.
✘ Unilever’s portfolio has four categories: Personal Care, Foods,
Refreshment and Home Care.

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 Key Recommendations

✘ Re-position itself as the only hair-care product designed and

crafted specifically to cater to hair problems related specifically to
men.

✘ No other competitors in the market.

✘ Featuring and centering around the fact that men face different
problems that require products that are specifically designed to
bring effective solutions to their problems.

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 1.
Situation Analysis

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✘ CLEAR possesses a strong product line and an arsenal of brands at
its disposal. The company manufactures and markets a wide array
of products.
✘ Unilever has very successfully incorporated itself into the lives of
every household and has become a part of everyone's daily routine.
✘ The other major players in the market are Nestle and Reckitt
Benckiser.
✘ Unilever possesses a strong network of distribution channels across
the globe and as they claim they bring their expertise everywhere
they go

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 SWOT Analysis
✘ Strengths:
○ A Strong distribution network
having updated shop level data
for CLEAR.
○ CLEAR is available in 4 various
variants.
○ Strong celebrity endorsements
and ambassadors.
✘ Weakness:
○ Low market shares in anti
dandruff shampoo category.
○ Unable to establish itself as a
primary For Men brand, catering
to problems mostly faced by
men.
✘ Opportunity:
○ No other competitor in the country
in this niche.
○ 25% of the market is still not a
shampoo user. Unilever can
attempt to capture the attention of
these people.
✘ Threats:
○ Highly dense and fierce market
rivals including giants like P&G with
strong market offerings of their
own.
○ The process might decline the
market shares of other Unilever
7 products such as Sunsilk and Dove
 “
Every day 2.5 billion people use
their product globally, that’s how
deeply Unilever has embedded
itself in the world.

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 “
"CLEAR is the only anti-dandruff
scalp nourishment shampoo
designed and crafted specifically
to provide ultimate solution to
men's rising hair problems so
they feel confident to charge the
world HEAD ON!".
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 “
“Charge the world HEAD ON!".

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Marketing
Strategy.

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 Big concept
The big idea is to form a Blue Ocean in the
current market for themselves.

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 Marketing Strategy
To Establish CLEAR as the only brand in Pakistan catering to the
problems faced by men.
This could have been built up to be a huge USP in the country by
now, had this been the target all along.
There exists no other brand to contest CLEAR in attempting to capture
the male audience.
The main target audience are the millennials who are now in possession
of their own disposable income and have a strong awareness and
inclination towards big strong brands.
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Men require specifically crafted
products to deal with their
issues and an absence from
the market has led them to be
seen as 'roaming the isles'
aimlessly.
Marketing Mix
The biggest value this all-new
CLEAR will provide to its
consumers is confidence, the
dandruff free confidence they
require to perform in their
peek capacities.
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CLEAR has been
developing advanced
technologies to tackle this
problem already. Their Nutrium
10 technology while removing
dandruff nourishes the scalp.

CLEAR already has the
technology that can give it the
competitive advantage it
requires to lead and stay the
leader of this newly created
market.
Product Marketing
There will be 4 variants of the
shampoo readily available at the
market, each of them equipped to ✘ Anti-Dandruff Shampoo.
handle one or more problems and
help the consumers any hair ✘ Dry Hair Repair.
condition they might be facing. ✘ Oil Control.
These variants are explained
✘ Clarifying Shampoo
below with their properties so as to
get a better understanding of the
product line. all of these variants
will have the basic Nutrium10 scalp
nourishment technology.
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 Pricing
✘ The pricing of this line will be determined by the value it gives to the
consumers while keeping the product still between affordable price
range of the target audience.
✘ CLEAR will have to somewhat rely on competitive marketing since
the market is rife with competition which gives very less price
flexibility to the producers.

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 Promotion
✘ The actual promotional activities will take most of the focus since
this is the field CLEAR needs to improve more in.
✘ The promotion will be carried out in a way that spreads awareness
of the hair problems faced by men in today's world and that they
require separate products specifically designed for their geneology
to better tackle these problems.
✘ 1st and 2nd wave .

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✘ These promotions will be carried on all channels such as TVCs,
Radio, Billboards & other print media as well as on online media and
social media platforms such as blogs, YouTube, Facebook and
Instagram.

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General Trade:
A total of 459 distributors
working nationally to supply
the product to every nook and
corner of the country.
Place
Key Accounts
These are national chains of
superstores which acquire
products at wholesale rates to
sell it themselves to end
consumers in their self-owned
retail stores.
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Modern Trades.
Under Modern Trades lie
shopping giants such as Metro
and Hyperstar. These are
classified Megastores and have
their own category of
distribution.
 thanks!

Any questions?

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