unilever swot analysis , 4p's, BCG MATRIX, MARKETING STRATEGY

3. HISTORY
• Lever brothers is founded by
WILLIAM HESKETH LEVER in 1890
• Key player in food & household
product industry
• Historically grew through acquisitions

4. INTRODUCTION
• LEVER BROTHERS, THE OLD NAME OF UNILEVER
CHANGED INTO UNILEVER AFTER THE MERGER OF
LEVER BROTHERS & MARGARINE UNIE IN 1930
UNILEVER IS A MULTI NATIONAL COMPANY
IT IS ONE OF THE LARGEST CONSUMER GOODS
COMPANIES IN THE WORLD
ITS BRANDS ARE ON SALE IN 151 COUNTRIES

5. UNILEVER STAFF
TODAY UNILEVER EMPLOYEES 179,000 PEOPLE IN
150 COUNTRIES WORLDWIDE
TODAY UNILEVER EMPLOYEES IN PAKISTAN
ARE1677.

6. MISSION STATEMENT
Unilever's mission is to add Vitality to life.

7. LOGO
This is the logo of “UNILEVER”

8. SLOGAN
“FEEL GOOD, LOOK GOOD
AND GET MORE OUT OF
LIFE…”

9. MANAGEMENT
BOARD OF DIRECTORS

10. CEO UNILEVER
“PAUL POLMAN”
CEO OF UNILEVER (FROM OCT. 08)

11. UNILEVER PAKISTAN
UNILEVER PAKITAN FORMERLY 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

12. CEO UNILEVER PAKISTAN
MR.EHSAN A.MALIK
CEO IN PAKISTAN

13. GENERAL INFORMATION
NO. OF EMPLOYEES 1677
SHARES 13,293,869
SHARE HOLDERS 4171
REVENUE 40.187 BILLIONS (2008)

14. PORTFOLIO ANALYSIS
BCG MATRIX
SWOT ANALYSIS

15. BCG MATRIX

16. STARS PRODUCTS OF ULP
High growth rate & high market share
• Lux
• Sunsilk
• Wall’s
• Fair & lovely
• Rafhan
• Energile

17. CASH COWS
Low growth rate & high market share
• Surf excel
• Ponds
• Lipton
• Close up
• Blue band
• Lifebuoy soap
• Rexona
• Knorr

18. DOGS
Low growth rate & low market share
• Wheel
• Supreme tea
• Lifebuoy shampoo

19. QUESTION MARKS
High growth rate & low market share
• Clear shampoo
• Rin
• Comfort

21. STRENGTHS
Strong company image
Strong brand portfolio
Quantity & variety
Effective & attractive packaging
High quality man power

22. CONT…
Solid base of the company
Innovative aspects
Corporate behavior
Health & personal care
products
Help people getting more out
of life

23. WEAKNESSES
High prices of products
Substitutes products
Policy of spending for the
social responsibility
Lack of control in the market

24. CONT…
Dual leadership
Decrease in revenues
Reduced spending for research
& development

25. OPPORTUNITIES
Changing life style of people
New markets
Increase the volume of
production
Low income consumers

26. CONT…
Help in improving people diet &
daily lives

27. THREATS
Competitors(P&G,)
Political effects
Legislative effect
Environmental effect
Economic crises

28. CONT…
Change in life style of people
Chance for price war
Increase in production & labour
cost

29. PRODUCT OF FOCUS
SURF EXCEL
It is the oldest detergent
To be present in Pakistan
Since 1960.It believes
That children must be
free to experience their
LIFE for themselves…

31. PRODUCT
SURF EXCEL
Advance
Tropical
Small & mighty
Automatic
Blue detergent
Quick wash

32. CONT…
Quality: Removal of stain 10/10
reflects its quality
Brand name: Strong brand
name
Packaging: attractive, colourful
& unique
Convenience product

33. RANGE OF PRODUCT
2KG 1KG 500G 200G 100G 60G

34. PRICE
2kg 1kg 500g 100g 60g 25g
Rs405 Rs210 Rs115 Rs20 Rs10 Rs05

35. PLACE

36. CONT…
Great distribution & availability
Covering throughout Pakistan
Distribution channel

37. PROMOTION
Promotion is mainly through
Ads,billboards
Public relation( parks,art club
& games for children)
Sales promotion

38. MARKET SEGMENTATION
Demographically:
Surf excel tropical
Surf excel blue
Surf excel automatic
Surf excel advance

39. GEOGRAPHICALLY
Surf excel quick wash

40. TARGETING
Surf excel topical targeted the
segment which are more
conscious about fragrance
Surf excel blue targeted those who
care about their fabrics
Surf excel automatic has low
leather formula use in only
washing machines

41. CONT…
Surf excel advance targeted
the high class
Surf excel quick wash targeted
hilly areas

42. POSITIONING
Positioning of surf excel is due to:
• Brand name
• High quality
• Attractive packing
• Removes stains 10/10
• Dirt is good (every child has the
right to play and discover his own
world)

43. THE END…!!

44. ANY DOUBTS
OR QUESTIONS???

45. THANK YOU!!!