Introduction to Unilever

 160million times a day, someone

somewhere chooses a Unilever product.

 400 brands spanning 14 categories.

 Investnearly €1 billion every year in cutting-

edge research and development.
History of Unilever

 In the 1890s, William Hesketh Lever,

founded Lever Bros.

 Lateron its name changed from Lever

Brothers to Unilever
Unilever Pakistan

 In1948, 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

 Ourcorporate 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

 Ourcommitment to communities and the

environment is integral to the way we do
business
Science & technology

 Innovationenables 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
– Cooking & eating
– Around the house
– 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 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 enjoyed every 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 cups of 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

 Itis 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
Manager
Unilever Pakistan Ltd
Avari Plaza
Fatima Jinnah Road
PO Box 220
Karachi 75530
 T: +92 21 566 0062
F: +92 21 568 0918
 fareshteh.aslam@unilever.com
 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
 naila.ismail@unilever.com
Thank You