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8/7/2019 Unilver Pakistan Marketing Startigies Presentation
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IN THE NAME OF
ALLAH
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y Unilever Company Limited Multinational Company
Merger of British and Dutch Company in 1930 Product lines
Foods
Beverages
Cleaning agents
Personal care products
Annual sales in excess of1 billion in 2008.
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y
More than 400 Brands Each having annual sales of 1 billion.
Top 25 brands has 70% sales revenues
Employees 174000 people
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Our mission is to add Vitality to life. We meet everyday needs fornutrition; hygiene and personal care with brands that help people
look good, feel good and get more out of life.
Brand name
Portfolio ofbrands
Regional products & local varieties of famous goods.
Strong roots in local market
World class business expertise
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y Always working with integrity
y Positive impact
y Continuous commitmenty Setting out our aspirations
y Working with others
Supports the jobs of many thousands of distributors, contractors andsuppliers.
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y Every day, 160 million people choose their brands
y Famous brands
y Axe, Knorr, Flora, Hellmanns, Lipton, Lux, Dove, Blue Band, Sun silk, RexonaandHeartbrand ice creams.
y 927million in research and development
y Global market leader
y In 2008, they invested 91 million on community projects worldwide
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Logo Explanation
&
Brands Selected
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Sun
Bee
Hairs
Hand
DNA
Palm Tree
Sauces or Spreads
Spoon
Fish
Bird
Lips
Recycle
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Bowl
Spice & Flavors
Sparkle
Leaves
Ice Cream
Particles
Frozen
Container
Heart
Clothes
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y In a world of hype and stereotypes, Dove provides a refreshingly real alternative forwomen who recognize that beauty comes in all shapes and sizes.
Dove body wash Soap Liquid Soap
Hair care Deodorants Body lotion
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We all want to be pampered and to look and feel beautiful. That's why Luxoffers arange of highly appealing beauty products at a price you can afford.
Lux Conditioners Shampoo
Hairspray Liquid Soap
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Existing Strategies of Unilever
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y Market Strategies
y Pricing Strategies
y Promotional Strategies
y Advertisement Strategies
y Distribution Strategies
y Product Strategies for LUX
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y Value creation
y Social impact
y Market Attractive Drivers
Build strong portfolio
Strategically attractive category
Strong consumer reach
Strong sales and distribution network
Strong brand equity Premium Prices
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y Penetration Price Strategy
y Price Maintaining Strategy
y Price IncreasingD
ue to inflation from last three yearsy Objectives Revenue maximization
Supply versus demand analysis
Breakeven analysis
Price elasticity Works if market is price sensitive
Low price may discourage competition
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Demand based pricing
Sell at multiple prices to multiple segments
Daily, weekly, or seasonal pricing
Demand differential
buyer behavior and demand elasticity
Perceived value
Only true profit maximizing strategy
Quality management
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Promotion involves disseminating information about a product
Sources used for Promotion
Letterhead and business cards
Newsletters (quarterly and annually)
Calendars, pens note pads
Thank you letters
Folded business cards Slogan on one side and contact info on other side
Distribution channel Promotion Whole seller Retai lers Customers
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Decline in recent years
150$ Billion in 2007
Using traditional media
Using advertisement agencies
y Sources Newspapers and YellowPages
Magazines,TVads
Broachers, Billboards Mail Order Campaign
CompanyProfile in Magazines
Using Well-Known Personalities
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Moving Goods from Producers to Consumers
y Strong Distribution Channel Reduce time to provide goods to consumer
y Sales force
Motivation (helps to make efficient sales force)
Area sales manager, Activation Manager, and aT
erritory Sales In charge Companys own transportation (Reduces cost)
Stockiest (responsible for receiving orders & payments)
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Initially it only covers the major cities of USA
Manufacturer, Wholesaler & Retailer
Expanded with same distribution channel
No doubt strong and motivated distribution channel helps Unilever to attain
market share in almost every country
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Initially only one product was offered in the market
No differentiated product
y Maturity stage
The Lux and Dove comes with modifications
New colors and fragrance
y Example
Lux Almond, Lux Orchid ,Lux Fruit, Lux Saffron, Lux Sandalwood, Lux Rose ,Lux
international
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Conclusion
&
Suggestions
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y March 6, 2009
y LUX Limited Edition
y The New Black LUXy Glamour Factor
y Purpose Is To Provide Something Unique
y First Mass Marketed Soap Launched In 1924
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y Global Company
y More Market Share
y More Than 400 Brandsy Prelaunch & Reposition Strategy
y World Food Program Partnership
y Strong Sales And Distribution Network
y A Healthy Lifestyley Most Preferred Graduate Employer Award
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y Simple Management Structure
y Focus On Consumers Requirements
y Strategic Platform For Brand Managementy Push Marketing Strategy
y Structure Of A CRM Data Base
y Progress control
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