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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
High growth rate & high market share
• Wall’s
• Lux• Sunsilk• Fair & lovely • Rafhan • Energile
Low growth rate & high market share
• Surf excel• Ponds• Lipton• Close up• Blue band• Lifebuoy soap• Rexona• Knorr
Low growth rate & low market share
• Wheel• Supreme tea• Lifebuoy shampoo
High growth rate & low market share
• Clear shampoo• Rin• Comfort
HELPFUL HARMFULL
Strong company imageStrong brand portfolio Quantity & variety Effective & attractive packaging High quality man power
High prices of productsSubstitutes productsPolicy of spending for the social responsibilityLack of control in the market
Changing life style of peopleNew marketsIncrease the volume of productionLow income consumersHelp in improving people diet & daily lives
Competitors(P&G,)Political effectsLegislative effectEnvironmental effectEconomic crises
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
• SWOT ANALYSIS OF UNILEVER
Promotional Tools
1. ADVERTISEMENT
· Desire:
· Interest:
· Action
· Awareness
· TV
· Billboards
· News papers
· Magazines
· Radio
actors, models
· Event arrangements
· Bus Stop Board Ads
· Banners
· Pamphlets
· Stands in shops
· Shop boards
2. SALES PROMOTION
•Cycling System:
•Discount Coupons:
•Discounts and
Offerings:
•Public Relations
•Street Vendors
•Distributors
•Retailers
•Customers
Message Execution Style
cornetto girl, where are you
ADVERTISING MEDIA
MARKET SEGMENTATION
Demographic Segmentation
The psychographics segmentation is done on the basis of the taste and health conscious consumer.
TEENAGERS
FAMILY
MARKETING MIXPRODUCT
VarietyQualityDesignFeaturesBrand namePackagingService
PRICE
List priceDiscountsAllowancesPayments periodCredit terms
Promotion
AdvertisingPersonal sellingSales promotionPublic relation
Place
ChannelsCoverageAssortmentLocationInventoryTransportation logistics
InfrastructureLarge market shareAdvertisement and awarenessQuality control checksStrong delivery systemFinances
Walls vs omore
Current market situation
STRONG COMPETITORS
HicoYummyIgloo
GourmetNiralaParadise
WEAK COMPETITORSMcDonaldsIce Cream Parlors (Hot Spot, ZeGrill, Chaman,Home Made Ice CreamDesi Khokha (carts with kulfi and ice lolly)Methai (Nirala, Sheerein Mahal, etc.)
MARKETING STRATEGY
PRICING STRATEGY
1.SKIMMING
Early Stage ProductSet High PriceHigh Profit MarginShort Term Strategy
2.Penetration
Affordable PriceAccordingly PerceptionRetain Customer
Objectives
Sales volumeProfitMarket growth
DISTRIBUTION STRATEGY
FREE DEEP FREEZERDISCOUNT ON BULK PURCHASEOFF PRICEADVERTISE COMPAIGN
Pakistan is divided in 3 sections.
North (Islamabad, Peshawar and Northern areas),
Central (Lahore and Central Punjab),
South (Sindh and Baluchistan).
PERSONAL SELLING
Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships.
PROMOTION MIX STRATEGIES PUSH STRATEGYPUSH STRATEGY
The producer promotes the product to wholesalers, the wholesalers The producer promotes the product to wholesalers, the wholesalers promote to retailers, and the retailers promote to consumers.promote to retailers, and the retailers promote to consumers.
PULL STRATEGIESPULL STRATEGIES
If the strategy is successful, consumers will ask the retailers If the strategy is successful, consumers will ask the retailers fort the product, the retailers will ask the wholesalers, fort the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers.and the wholesalers will ask the producers.
Low growth rate & high market share Surf excel Ponds Lipton Close up Blue band Lifebuoy soap Rexona Knorr