October 17, 2010

UNILEVER BRANDS

BBA 1

SUBMITTED BY:

IQRA AFTAB MARYAM MALIK

RABIA AFAQ SAMEEA BUKHARI

SAIMA AMIR KHAN

SUBMITTED TO:

MISS ZI LLE- HUMA

ACKNOWLEDGEMENT

He gave us a world full of challenges,

And gave us ambition to try.

A world that hold marvelous secrets,

And mind that would ask why.

He gave us a world bright with beauty,

And gave us awareness to see.

A world where we all could be diff erent,

And hearts that would seek harmony.

He gave us His guidance; He gave us His strength,

He gave us His infinite love.

To help us in making our world wonderful

More & more like His world above

We are very thankful to Almighty Allah who has given us the abilities to do sheer hard work & enthusiasm to perform well. We owe a special debt of gratitude to my

generous teacher MADAM ZILLE- HUMA.

TABLE OF CONTENTS

DOVE SOAP:

History ______________________ 1Product ______________________ 2Variety ______________________ 2Brand name ______________________ 2Manufactures ______________________ 2Quality ______________________ 2Features ______________________ 2Market soap ______________________ 3Star of beauty soap ______________________ 3Quality ______________________ 3Selected brands ______________________ 3Promotion ______________________ 3Placement ______________________ 4Advertising ______________________ 4Demand ______________________ 4Competitor’s ______________________ 4Opportunities of dove ______________________ 5Strength of dove ______________________ 5Key facts of dove ______________________ 5Dove proage ______________________ 5Advantages ______________________ 6 Disadvantages ______________________ 6Target market ______________________ 6

LIFEBUOY SOAP:

History _______________________ 1Product _______________________ 2Variety _______________________ 2Brand name _______________________ 2Manufactures _______________________ 2Quality _______________________ 2Features _______________________ 2Market soap _______________________ 3Soap of stars _______________________ 3

Quality _______________________ 3Market leading brand _______________________ 3Competitor’s _______________________ 3Lifebuoy range _______________________ 3

The way forward _______________________ 4Key facts _______________________ 5Lifebuoy goal _______________________ 5

LUX SOAP:

History _______________________ 1Product _______________________ 1Variety _______________________ 1Brand name _______________________ 1Manufactures _______________________ 2Quality _______________________ 2Features _______________________ 2Market toilet soap _______________________ 2Soap of stars _______________________ 2Quality _______________________ 2Public relations _______________________ 3Placement _______________________ 3Advertising _______________________ 3Demand ________________________ 3Competitor’s ________________________ 3Advantages ________________________ 3Disadvantages ________________________ 4Target market ________________________ 4Brand ambassador _________________________ 4Future prospectus _________________________ 4

All successful people have a goal, no one can get. Any where unless he knows where he

wants to go.

(Norman Vincent Peale)

HISTORY:

Dove soap came to the US in 1957. It was first developed in the Netherlands when Unilever purchased a Dutch soap factory. The Dove brand was unique for its time because it was the only soap to contain moisturizer. In 1979 it was proven by dermatologists to be healthier for the skin than any other soap at that time. The Dove business then took off to become the leading soap brand. Today it is still widely used and recommended by dermatologists for sensitive skin.

In 1957 the dove bar was clinically proved to be milder for dry, sensitive skin. In 1979, the phrase "cleansing cream" was replaced with "moisturizer cream. Unilever started aggressive marketing and won more than 24% of the market by 2003.

Dove products are manufactured in the Netherlands, United States, Argentina Germany Ireland, Australia Canada and Brazil. The products are sold in more than 35 countries, and are offered for both women and men. The Dove trademark and brand name is currently owned by Unilever.

PRODUCT:

Dove

VARIETY:

Beauty bar

BRAND NAME:

Dove is 53 years old brand.

MANUFACTURES:

QUALITY:

Dove is beauty soap, creamiest soap & moisturizing soap

FEATURES:

Dove cool moisture Dove bar soap Johnson-diversy Dove beauty barsBar soap dove bar soap

MARKET SOAP:

Dove soap was launched in US, from the late 40s into the 50s.

STAR OF BEAUTY SOAP:

Dove is called the “star of beauty soap”

QUALITY:

Packaging is the science, art & technology of enclosing or protecting the products for distribution, storage, sale & use. Packaging is heavily integrated into our daily lives; we see it all around us on everyday item change.

Packaging also provides us with a recognizable logo & packaging; we instantly know what goods are inside.

SELECTED BRAND:

Beauty bar by UNILEVER

PROMOTION:

For the purpose of promoting the dove soap we use different sources like print media, electronic media & internet etc.Add is given on:

. Geo TV, aaj TV, Hum TV, PTV etc.

. Radio

. Dawn magazine

. Jung newspaper

Promote through banners, charts, brouchers, play cards etc.

PLACEMENT:

The product which we are going to introduce is dove soap after deciding rest all three MARKETING P’s now are in the position to decide where the product is placed. The product should be placed every where in the market, now company also targets those markets which are already not captured by the dove soap to its high prices. The product is placed on retail shops through different distributors. The product is available in the market at fair price.

ADVERTISING:

The Dove Campaign for Real Beauty is a worldwide marketing campaign launched in 2004 that includes advertisements, video, workshops, sleepover events and even the publication of a book and the production of a play. The principle behind the campaign is to celebrate the natural physical variation embodied by all women and inspire them to have the confidence to be comfortable with them. Dove's partners in the effort include such marketing and communications agencies as Ogilvy & Mather, Edelman Public Relations, and Harbinger Communications (in Canada).

DEMAND:

Dove soap is demanded by every woman, because dove soap makes our skin sensitive, smooth & shiny. Dove is a moisturizing soap which finishes all type of dirt from our skin. It is a cleansing soap. Dove beauty bar turn backs the age with its ingredients, that’s why mostly people demand.

COMPETITORS:

. Capri,

. Johnson’s

. Pears

OPPURTUNITIES OF DOVE:

. Unified advertising throughout the globe

. Maintain better standards of quality

. Target male customers

. Continuous innovation

STRENGTH OF DOVE SOAP:

. Continuously evolving the campaign.

. Effective advertising, free publicity

. Unconventional strategy

. Strong emotional touch

. Cross-selling possibilities

KEY FACTS OF DOVE:

. The world’s no 1cleansing brands.

. Sales over 2.5 billion euro a year in over 80 countries.

. Outsells all other skin cares combined in the US

DOVE PRO AGE:

Dove believes that beauty has no age limit & that every woman should feel comfortable in their own skin, no matter what her age is. That’s why dove created pr age. Dove pro age doesn’t promise to turn back the age clock, but its natural ingredients meet the specific skin needs for more mature woman.

ADVANTAGES:

. Dove soap is made up of full creamy milk so it enhances our face & gives us a younger look.. Dove soap is made of natural ingredients so, it gives a natural look.

DISADVANTAGES:

. Soaps are made from natural fats and oils and so are fully biodegradable.

. These chemicals do not break down in the environment, and so they cause huge amount of pollution in our water ways- killing fish and water plants.

TARGET MARKET:

Customers feel very comfortable in using dove soap because it is a beauty & moisturizing soap. Dove is sold over more than 80 countries including USA, china, Japan, Saudi Arabia, Pakistan, and India etc

“ We are continually faced by great opportunities brilliantly disguised as insoluble

problems ” (Lee lacocca)

HISTORY:

. In 1894, William Hesketh Lever launched Lifebuoy in the UK as the Royal Disinfectant Soap.

Lever grew up in industrialized Bolton, Lancashire, which was a typical English city of the Industrial Revolution era, with thousands of people living in slums where disease ran rampant. Epidemics of typhoid, dysentery and yellow fever were common and infant mortality was exceptionally high.

'Cleanliness is next to godliness' was a common theme of reformist groups, which demanded hygiene education and improved living conditions for the poor and working classes. They also demanded a preventative approach to reduce disease and illness that were primarily caused by unsanitary conditions.

Lever was actively seeking the perfect formula for a soap product that could combat germs and still be affordable to everyone. In what could be termed as a major scientific breakthrough of the era, he found just that in carbolic acid.

PRODUCT:

Lifebuoy

VARIETY:

Bath soap

BRAND NAME:

Lifebuoy. Its 116yrs old brand

MANUFACTURES:

QUALITY:

It’s an antibacterial and anti germs soap.

FEATURES:

Lifebuoy care Lifebuoy nature Lifebuoy total

MARKET SOAP:

Lifebuoy soap containing phenol marketed originally by Lever Brothers in England in 1895.

SOAP OF THE STARS: Lifebuoy soap was introduced in the United Kingdom in 1894 under the name of Royal Disinfectant Soap. As the soap was being introduced around the world, the name was eventually changed to “Lifebuoy Health Soap”.

QUALITY:

Packaged with company standard and ensured consistent quality.

MARKET LEADING BRAND:

Soon after launch, Lifebuoy soap traveled across the world, reaching countries such as Pakistan, where even today it is still the market-leading brand.

COMPETITORS:

Capri

Harmony

Tibet

LIFEBUOY RANGE:

Soap blue Soap green Soap red Hand wash blue

Hand wash green Hand wash red Shower gel orange Shower gel red

THE WAY FORWARD:

For the past few years, major changes have been made to the classic Lifebuoy soap bar to ensure that it provides improved hygiene protection and a more enjoyable healthy washing experience for its billions of consumers.

Lifebuoy soap's classic hard red brick shape has been replaced with a new signature Lifebuoy shape. The new shape makes the bar easier to grip and use

The Lifebuoy Brand team have developed a new formulation providing even better germ protection which creates a rich lather on the skin

Lifebuoy soap's characteristic medicated, carbolic smell has been replaced with a more enjoyable and contemporary 'health' fragrance 

Lifebuoy is now a toilet soap with 2 more variants offering specific multiples benefits

White offers moisturizing and a distinct fragrance Green is anti-acne (neem and lemon)

Lifebuoy has become more than just a bar of soap – today the brand provides hygiene and health solutions for families.

KEY FACTS:

Today Lifebuoy is mainly sold in Asia and parts of Africa. It is a market leader in every Asian market where it is sold 

Lifebuoy soap has been proven in laboratories to provide 100% more effective germ protection than ordinary soaps 

To date, millions of people in rural and urban Pakistan have experienced the pioneering, Lifebuoy sponsored Health Education programmed – the single largest private hygiene education programme in the world 

In 2005, Lifebuoy was awarded a 'Citizen Brand' accolade in Indonesia in recognition of the work the brand has undertaken in hand wash education   

Lifebuoy Soaps

LIFEBUOY GOAL:

Lifebuoy's goal is to provide affordable and accessible hygiene and health solutions that enable people to lead a life without fear of hygiene anxieties and health consequences.

HISTORY:

LUX has always been synonymous with beauty and the enigma of a woman. Since its launch in Pakistan in 1954, it has been hailed as the 'soap of the stars' capturing the imagination of its target audience with the allure of Pakistan's leading glamorous ladies.

LUX made every user feel special, giving its consumer the appeal of a super star and thus been a favorite amongst rural and urban markets.

LUX celebrated its 50th anniversary in 2005 just like it celebrated each day- with splendor and grandeur, uniting the past with the present translating how beauty can withstand the test of time. Thus, the massive advertising campaign marking its 50th year featured the top four female models of Pakistan along with the Legendary Pakistani Film Actress Babra Sharif. In 2002, LUX initiated the First Style Awards boosting the immense talent in Pakistan and giving them a platform for performing arts.

PRODUCT:

LUX

VARIETY:

Beauty soap

BRAND NAME:

Lux. its 56yrs old brand

MANUFACTURES:

QUALITY:

It’s a luxurious, glamorous, rich n creamy family soap

FEATURES: Several variants of lux are there with fragrance and ingredients such as:

Strawberry & Cream Peach & Cream crystal shine aqua sparkle Nature Pure

Market toilet soap:

First mass marketed toilet soap launched in 1924

Soap of the stars:

Since its launch in Pakistan in 1954, it has been hailed as the 'soap of the stars'

Quality:

Packaged with company standard and ensured consistent quality.

Public relations:

LUX has always been synonymous with beauty and the enigma of a woman. Since its launch in Pakistan in 1954, it has been hailed as the 'soap of the

stars' capturing the imagination of its target audience with the allure of Pakistan's leading glamorous ladies.

Placement:

Channel: the channel of distributor is retailer.

Advertising

The massive advertising campaign marking its 50th year featured the top four female models of Pakistan along with the Legendary Pakistani Film Actress Babra Sharif. In 2002, LUX initiated the First Style Awards boosting the immense talent in Pakistan and giving them a platform for performing arts.

Demand:

The demand of lux in market is wide because every women wants to look younger n prettier so she use lux, rather on we all want to be pampered, to look and feel great so the demand of lux is higher other than any soap .Sold in over 100 countries

Competitors:

Capri

Harmony

Tibet

Advantages:

Lux soap is made up of full creamy milk so it enhances our face & gives us a younger look.

Lux soap is made of natural ingredients so, it gives a natural look.

Disadvantages

. Soaps are made from natural fats and oils and so are fully biodegradable.

.These chemicals do not break down in the environment, and so they cause huge amount of pollution in our water ways- killing fish and water plants.

. This is due to the fact that detergents often contain phosphates salts that accelerate the growth of algae that deplete the oxygen content of the water.

Target market :

Launching lux soap was to attract a younger as the brand felt that most of its consumers were in the older range. Sold in over 100 countries, Market leader in various countries including Saudi Arabia, Brazil, India  

Brand Ambassador:

Last year the famous model of Pakistan emman Ali was the brand ambassador of lux. Now this year in March, Lux introduced famous Indian Film Actress Katrina Kaif as the new Brand Ambassador.

Future prospectus:

Lux is made for upper class society members, and in future ladies prefer more.