Presented by M. Hassan shafiq

INTRODUCTION TO UNILEVER

Unilever was founded on 1 January 1930 by Antonius Johannes Jurgens and William Hulme Lever

Incorporated here in 1948

Started building their factory at Rahim Yar Khan

LBPL, the largest consumer goods producing company in Pakistan

INTRODUCTION TO PROCTER & GAMBLE

In 1837, Procter and Gamble was founded in Cincinnati by William Procter and Began.

The company's first product was Ivory soap, introduced in 1879.

Began working in the company in 1883 and served as president of the company from 1907-1930.

MISSION STATEMENT

Unilever Their mission is

“ To add Vitality to life”.

P&GProvide branded products and superior quality and value

that improve the lives of the world's consumer.

VISION STATEMENT

UnileverWork to create a better future every day byInspiring people and develop new ways of doingbusiness . P&GBe, and be recognized as, the best consumer products andservices company in the world.

CORE VALUES

Unilever Always working with integrity Positive impact Working with others Continuous commitment

P&G People Integrity Passion for winning

BRANDS OFFERED BY P&G

PROJECT ON

V/S

SUN SILK INTRODUCTION

It was launched in 1954 inUnited kingdom. sun silkwas introduced in Pakistanin 1989 with three variantsRelated to hair type. Sunsilk has not been able togain desired share inmarket. LBPL relaunchedsuns ilk in Pakistan in2000.

MARKET SEGMENTATION OF SUN SILK

Sun silk shampoo will be using gender and age as the basis for segmentation. This segmentation is Demographic segmentation.

Market segment of female of age 16-21 Market segment of female of age 21-40 40 above

TARGET MARKET OF SUN SILK

Their main target market is females between the age group 16-40. But in their promotional activities, they cover the whole market.

These segment s are the best to make accurate promotional strategies to earn the market interest.

MARKET POISONING STRATEGY(MIND SHARE)

In the time when every young adult want to give himself a new look, Sun silk offers family size bottle in 165rps.

Change packing and size to attract new customers

THE NEW COLLECTION

Anti-Dandruff

Hair Fall Solution

Thick and Long Soft and Smooth

Black Shine

PRODUCT IN PAKISTAN

Head & Shoulders is world's No.1 anti-dandruff shampoo. A power brand from P&G , this brand made its debut in Pakistan in 1991.

In Pakistan, H&S has a 65% market share of Anti -Dandruff shampoo segment. It has consolidated this position since the new Renaissance launch.

MARKET SEGMENTATION OF HEAD AND SHOULDER

For head and shoulders it is based upon life style as well as customer preference despite of their demography or geography. The core segments are

Black hair Anti-dandruff Smooth hair

TARGET MARKET

The target market forHead & Shouldersare the Higher middleclass people who arebrand conscious, earlyadaptors and whocare about the overallhealth of their hair.

MARKET POSITIONING STRATEGY

Head and shoulders differentiate itself from other anti dandruff shampoos by the means of introduction of new element ZPT formula.

Offers family size bottle in 220rps so that is the reason it is a hot product in brand conscious people.

THE NEW COLLECTION

Hair Fall Defence Soothing Care Silky Black

Lively & SilkyClassic clean Refreshing

DIFFERENCE BETWEEN

Sun silk came with the idea to grab the market and to be superior in the market.

Sun silk can targeting the lower class, who have lower income.

It’s innovative campaigns and pervasive ways of promotion made the consumers well aware about Sun silk.

Head and shoulder successfully established itself as a strong brand.

Head & shoulders targeting mainly high and middle class people.

Belonging to P&G give Head & Shoulders an esteem in consumers mind.

Sun silk Head and shoulders

LIST OF COMPETITORS (IN PAKISTAN)

Sun silk

Pantene Dove Medicam Bio amla (in rural areas)

Head and shoulders

Clean and clear Garnier

BCG MATRIX

BCG ANALYSIS

UNILEVER

Stars• Sun silk • Lux Cash cows• Lipton• Ponds Dogs • Wheel• Lifebuoy shampoo Question mark • Clear shampoo• Rin

P&G

StarsGillettePampers Cash cowsHead and shouldersAriel DogsCamayWhite Question markOral-BHerbal Essences

RELATIVE MARKET SHARE OF SUN SILK AND HEAD AND SHOULDERS

38%

34%

28%

Head and shouldersSun silkOther Brands