Lever Brothers was founded in 1890 and grew through acquisitions, becoming Unilever through a merger in 1930. Unilever is now one of the largest consumer goods companies worldwide, employing over 179,000 people across 151 countries. It has a diverse portfolio of food, home, and personal care brands including Lipton, Dove, Lux, and Lifebuoy. Unilever Pakistan operates across six manufacturing sites and has over 1,600 employees in the country.

3. HISTORY
• Lever brothers is founded by
WILLIAM HESKETH LEVER in 1890
• Key player in food & household
product industry
• Historically grew through acquisitions

4. INTRODUCTION
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

5. UNILEVER STAFF
TODAY UNILEVER EMPLOYEES 179,000 PEOPLE IN
150 COUNTRIES WORLDWIDE
TODAY UNILEVER EMPLOYEES IN PAKISTAN
ARE1677.

6. VISION STATEMENT
“We help people around the world to
meet everyday needs for nutrition,
hygiene and well being, with brands
that help people look good, feel good
and get more out of life”

7. MISSION STATEMENT
“Vitality is at the heart of everything
we do. It’s in our brand, our people
and our approach to business”

8. OBJECTIVES

9. • To be honest transparent and ethical
• To win hearts and minds of consumers
• To deliver what we promise
• To become empowered leaders

10. • To believe in trust, truth and team work
• To care and actively contribute the
community

11. LOGO
This is the logo of “UNILEVER”

12. SLOGAN
“FEEL GOOD, LOOK GOOD
AND GET MORE OUT OF
LIFE…”

13. CEO UNILEVER
“PAUL POLMAN”
CEO OF UNILEVER (FROM OCT. 08)

14. UNILEVER
PAKISTAN(1948)
4 WHOLLY OWNED AND 6 3RD PARTY
MANUFACTURING SITES
FIRST SITE IN PAKISTAN WAS IN RAHIM YAR KHAN
LARGEST FMCG COMPANY NOW OPERATING AT
SIX LOCATIONS IN PAKISTAN

15. CEO UNILEVER PAKISTAN
MR.EHSAN A.MALIK
CEO IN PAKISTAN

16. GENERAL INFORMATION
NO. OF EMPLOYEES 1677
SHARES 13,293,869
SHARE HOLDERS 4171
REVENUE 59.7 BILLIONS (2012)

17. FOOD BRANDS
•
•
•
•
•
•
Badami
• Pearl dust
Blue band
Brooke bond supreme • Rafhan
• Wall’s
Energile
Knorr
lipton

18. •
•
•
•
•
•
•
PERSONAL CARE
BRANDS
Clear shampoo
Close up
Dove
Fair & lovely
Lifebuoy shampoo
Lifebuoy soap
Lux
•
•
•
•
Pond’s
Rexona
Sunsilk
Vaseline

19. HOME CARE BRANDS
•
•
•
•
•
Comfort
Rin
Sunlight
Surf excel
vim

20. PESTEL ANALYSIS

21. POLITICAL FACTORS
• Smuggling of black tea under afghan
transit trade agreement
• Increased tax and import duties (33.7%)
• No steps being taken to discourage
counterfeiting

22. ECONOMIC FACTORS
• UPL uses palm oil as a major input, but
price fluctuations
• Energy crises is effecting the ice-cream
segment
• High inflation rate

23. SOCIAL CULTURAL
FACTORS
• Growing urbanization
• Higher number of youngster
• Rising income
These factors led to change consumer life
style

24. • Total population 173.51 million
• 110.46 million rural areas
• 63.05 million urban areas

25. TECHNOLOGICAL
FACTORS
• Spent 891 million Euros on R & D in pak
• UPL uses internet to train its employees
• Energy crises

26. LEGAL FACTORS
• Changing legislation
• Minimum wages of unskilled workers
increased from 6000 to 7000 rs in 2010
• As per law after 9 months temporary
workers should me made permanent

28. STRENGTH’S
• Customer loyalty
• High dividend payout
• International brand strength
• Market share of 41%

29. • Oldest MNC of Asia
• Strong financial position
• Vast distribution network
• Large range of brands
• Well established brand name

30. • Latest state of art and technologies
• Established raabta consumer care line

31. WEAKNESSES
• Costly products
• Discrimination among employees
• Weak web presence

32. • Only 1500 employees are on their payroll
• Many protests by labor unions
• Using nameless factories in Karachi
• Had to sale dalda

33. opportunities
• Could develop new product
• Local competitors have poor products
• Unrelated diversification
• Around 40% smuggled tea can be catered

34. • Urban areas are only familiar with shampoo
• End user respond to new ideas
• Strategic acquisitions can help to expand
further
• Huge potential in rural areas

35. • Young generation is becoming beauty
concious
• New soaps can be introduced in winter
• Forward integration can be done
• Pakistan is 3rd largest importer of tea, huge
potential in tea farming

36. THREATS
• Legislation could impact
• Retention of key staff critical
• Major competitor
• Competitor aggressive marketing

37. • Security conditions
• Energy shortage
• High taxation
• Price war

38. PORTERS 5 FORCES

39. BARGAINING POWER OF
BUYERS
UPL has to be precautious on deciding
about prices and satisfying customers to
avoid of switching customers

40. COMPETITIVE RIVALARY
• Large num of competitors P & G
• Substitute products and low prices of
competitors
• UPL have capacity of mass production

41. THREAT OF SUBSTITUTE
• Should focus on R & D to avoid substitute
products
• Substitutes has reduced brand loyalty

42. THREAT OF NEW ENTRANT
• In pak less legal requirements and capital
is required
• ULP’s brand image is a strong barrier

43. SUPPLIERS BARGAINING
POWER
• ULP has policy of local buying and local
manufacturing
• Blanket agreements with suppliers
• Built strong relations with supplier by
treating them fairly

44. BCG MATRIX

45. BCG MATRIX

46. STARS PRODUCTS OF ULP
High growth rate & high market share
Walls
Lux
Surf excel
Fair and lovely

47. CASH COWS
Low growth rate & high market share
•
•
•
•
Sunsilk
Ponds
Lipton
Blue band

48. DOGS
Low growth rate & low market share
• Rexona
• Lifebuoy shampoo

49. QUESTION MARKS
High growth rate & low market share
• Lifebuoy soap
• Clear shampoo

50. BRAND LIFE CYCLE

51. INTRODUCTION
• Domex
GROWTH
• Lux
• Sunsilk
• Clear shampoo

52. MATURITY
• Surf excel
• Ponds
• Lipton
DECLINE
• rexona

53. VALUE CHAIN ANALYSIS
Focusing on cost leadership
in shampoo markets

54. Firms infrastructure
• Knowledgeable experts
• Effective management information system
• Marketing research department shares
consumer research data

55. Human resource management
• Skilled, qualified and expert management
• Formal and informal network
communications
• Training programs and seminars

56. Technological development
• R&D brought improvement in shampoos

57. procurement
• Outsource raw material
 Europe, America, far east and local
availability
• Automatic replenishment systems
• Packaging material from packages limited
Lahore

58. operations
• Have got economies of scale to reduce
unit cost
• Production process of sunsilk and lifebuoy
is reliable

59. distribution
• Shipped to 6 depots via truck
• Transportation cost is beard by whole
sellers

60. Relationship and marketing
• Incase of lifebuoy focus only on males and
ignore female
• Incase of shampoo main focus is on
females
• No strategy to make good relationships
with retailers

61. • One thing they lag’s in is centralized long
term strategies

62. STRATEGIES

63. MARKET PENTRATION
•
•
•
•
Clear shampoo
Badami
Vim
Walls
Bill boards, launching new advertisements

64. • Surf excel
ad campaign (daag to achay hote hain)
• Lifebuoy
Hand washing campaign

65. MARKET DEVELOPMENT
• Vaseline
Old product but working on its
development
• Sunsilk
Exploit the religious Semitism of Muslim
women (hijabi women's)

66. PRODUCT DEVELOPMENT
• Domex
launched against harpic
• Fair menz
A new product for men fairness

67. FORWARD AND BACKWARD
INTEGRATION
ULP has never indulged in backward and
forward integration

68. HORIZONTAL INTEGRATION
• Polka (1998)
• Knorr (2000)
• Lipton (1988)
• Brokebond (1997)
• Glaxose-D (1999)

69. DEFENSIVE STRATEGY
• Increase scale of economy to reduce unit
cost
RETRECHMENT STRATEGY
• In 2007 292 contract employees were fired

70. CONTINUES IMPROVEMENT
• 41% reduction in CO2
• 65% reduction in water use
• 73% reduction in total waste

71. STRATEGIC TYPE
• Unilever is a prospector with fairly broad
product line and focuses on
 Innovation
 Market opportunities

72. Determining the sustainability
• There is a huge chance of imitability in
FMCG’s

73. THE END…!!

74. ANY DOUBTS
OR QUESTIONS???

75. THANK YOU!!!