Introduction to Unilever
160 million times a day, someone somewhere chooses a Unilever product.
400 brands spanning 14 categories.
Invest nearly €1 billion every year in cuttingedge research and development.
History of Unilever
In the 1890s, William Hesketh Lever, founded Lever Bros.
Later on its name changed from Lever Brothers to Unilever
Unilever Pakistan
In 1948, it was established in Pakistan, in a small town of Rahim Yar Khan.
Nature of their business enables their brands to be the pulse and heartbeat of the 164 million people in Pakistan
Unilever Pakistan
It operates through 4 regional offices.
4 wholly owned and 6 third party manufacturing sites across Pakistan
the company contributes a significant proportion of the country's taxes
employs a large number of local managers and workers.
Mission
Unilever's mission is to add vitality to life
We meet everyday needs for nutrition, hygiene, and personal cares with brands that help people feel good, look good and get more out of life
Vision Statement
Make a positive difference to the lives of low income consumers
Create new opportunities for growth
Improve the overall quality of life in Pakistan, by promoting education, nutrition, health and hygiene.
Purpose & principles
Our corporate purpose states that to succeed requires "the highest standards of corporate behavior towards everyone we work with, the communities we touch, and the environment on which we have an impact."
Environment & society
Our commitment to communities and the environment is integral to the way we do business
Science & technology
Innovation enables us to meet people's needs and aspirations in ways that engage and appeal
Nutrition, hygiene & personal care
We're constantly striving to create more foods that make a positive contribution to health
Product Range
We divide our product range in four categories which are as follows: –
Healthy living
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Cooking & eating
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Around the house
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Beauty & style
“Selected Product”
Lipton Tea
Lipton Yellow Label's assurance of quality has helped it become the world's largest selling tea brand.
100 % natural, Specially plucked from the best tea gardens of Kenya and blended to perfection.
Good for health conscious people.
Fulfills requirement of nicotine.
Various packages and flavors.
It comes in a protective packaging with consistent quality.
It is a multinational multinational brand with quality standards kept same for all countries.
Increase calories burnt every day.
Strengthen immune system.
Did you know that globally
1649 cups of Lipton Tea are are enjoyed every second. second.
8245 cups of Lipton Tea are enjoyed every time you blink.
1252 cups of Lipton Tea are drunk every time your heart beats.
52 billion billion cups cups of Lipton Lipton Tea are drunk each year.
45.75 billion Tea Bags are produced by Lipton Tea each year.
Painting the world Yellow
Painting the world yellow with a marketing campaign that represents all that Lipton stands for — brightness, vitality and fun with natural goodness.
Positioning
Positioning
The company has positioned its product in the mind of the consumers as: –
Healthy caring
–
Adventurous
–
Alert
–
Active
–
Young
–
vibrant
Placement
Availability
It is available in all convenience, independent, departmental discount stores and super markets.
Distribution channel
Head quarter in Karachi
It has 650 distribution channels all over Pakistan
3 manufacturing units in Karachi, Khaniwal & Rahim yar Khan.
7 distribution channel in Lahore alone
25 outlets in various places of Lahore.
Competitors
Tapal Vital
Competitors Analysis
Lipton 43%
Tapal 41%
Vital 6%
Strengths of Lipton over Tapal
Strong company image
Strong brand portfolio
High quality man power
Solid base of the company
Innovative aspects
Health and personal care product
Corporate behavior
Weaknesses
High price
Substitute’s products
Weak heritage (emotional value)
Promotions
Caps
Vans
Cups
Discounts
Tea bags
Basant festivals
Printed helmets
Product innovation
Recommendations and Gap Recovery
Continuous innovation
Educate people
More outlets in rural areas
More promotional schemes
Effective and attractive packaging
References
Fareshteh Aslam External Communications Communications Manager Unilever Pakistan Ltd Avari Plaza Fatima Jinnah Road PO Box 220 Karachi 75530
Naila Ismail Corporate Relations Manager Unilever Pakistan Ltd Avari Plaza Fatima Jinnah Road PO Box 220 Karachi 75530
T: +92 21 566 0062 F: +92 21 568 0918
T: +92 21 566 0062 F: +92 21 568 0918
[email protected]
[email protected]
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