GROUP MEMBERS

Hira SaeedSitara MuzzamilNaureen YounisSmara Perveen

HISTORY• Lever brothers is founded by

WILLIAM HESKETH LEVER in 1890

• Key player in food & household product industry

• Historically grew through acquisitions

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

VISION STATEMENT

Touching hearts, changing lives!

LOGO

This is the logo of “UNILEVER”

CEO UNILEVER PAKISTAN

MR.EHSAN A.MALIK CEO IN PAKISTAN

GENERAL INFORMATION

NO. OF EMPLOYEES 1677

SHARES 13,293,869

SHARE HOLDERS 4171

REVENUE 40.187 BILLIONS (2008)

Product of our concern

Introduction

• Lux soap is a product of Unilever brands and its major market area is India, Pakistan, China, Japan and UK.

• It was first launched in the UK in 1899 as a flaked version of Sunlight soap.

• Sold in over 100 countries. Market leader in countries including Arabia, Brazil, India, Thailand and South Africa.

• Made sales of 1.0 billion euro's in 2005.

Existing Brand- Product Profile

• Product Category: Personal Care Brand

• Logo:

• Slogan:

Lux Bring The Star In You!

LUX Product Range

Lux almond Lux orchid Lux fruit Lux saffron Lux sandalwood Lux rose Lux international Lux chocolate Lux aromatic extracts Lux oil and honey glow etc.

Target Market

LUX is not a highly expensive but an affordable product. That is why the company targets urban and sub urban upper middle and middle class people who are the second highest population of segment of the country. From the segmentation of customer according to SEC they target category A, B and C, because they are assumed to be financially well-off and can afford to buy LUX.

Sitara MuzzamilMBS-08-13

Market Segmentation

Unilever Pakistan Ltd. segments their market according to geographical areas. The population of the country is segmented into three parts,

UrbanSub-urbanRural area consumers

GEOGRAPHICALLY

• Geographically Unilever has global segmentation because it is a multinational company and its product Lux is widely available throughout the world in various countries.

DEMOGRAPHIC

INCOME:- 

• A class- bath size• B class- small size

FAMILY SIZE:- 

• Large family Bath size (130 gm)• Small family Standard size (85 gm)

AGE:-

Mostly the main users of Lux are singles; their ratio is

very high but the ratio of married ones is also good.

Single 76.7%

Married 23.3%

GENDER:-

Lux is more used by females rather than male because

females are more beauty conscious. Whereas, the

occupation and religion do not greatly affect its

segmentation.

PSYCHOGRAPHICS: 

SOCIAL CLASS:-

Psycho graphically upper class and

middle class and upper lower class

greatly affect the segmentation of Lux.

PERSONALITY / LIFESTYLE:- 

Status or class conscious mostly buy it because it

tells something about their personality / lifestyle.

Lux (Dus) TV AD 2009.flv

Promotion It spends almost 20% to 25% of its Net proceeds for

promotional activities for LUX.

Since the 1930s, over 400 of the world’s most stunning women have been proudly associated with LUX advertisements.

UPL not only promote LUX in Pakistan for the beauty conscious females, but for males also by including world famous male celebrity Shan for their advertising campaign.

Sponsoring Events

The company goes for sponsoring events in order to heighten the company and brand Image.

fashion shows in different citiesLUX Style Awards etc.

Lux Angelina Teaser TV AD 2009 Directed By Asim Raza.flv

Naureen YounisMBS-08-36

Advertisements

There are number of Sources available for passing the

product message. These are as follows:

Television Outdoor (Billboards) Magazines Newspapers Brochures Internet

News Paper:

Magazine:

Outdoor (Billboards)

Lux Bring The Star In You!

Television

Existing- Brand Ambassadors are,

Lux Ad with Sonya Jahan (2005).flv

PUBLIC RELATIONS

The company has established a consumer department to manage the complaints of the end-users.

A legal department is also dealing with the legal issues and media war

Sales Promotion:

Lux gold star offer: Offering a gold diamond ring in their soaps.

Lux star bano, Aish karo contest: A special promotional pack of lux soap – Scratch card -50 lucky winner got the chance to Iman Ali.

Lux 50th Anniversary Ad (2006).flv

Existing Brand- Competitors

NiveaAvonSafeguardDoveCapriPalmolivePalmy

Smara PerveenMBS-08-14

PRODUCT LIFE CYCLE

Introduction Maturity

“Lux”

Growth Decline

Product Development

Profit

Sales

BCG MATRIX

STARS PRODUCTS OF ULP

High growth rate & high market share

• Lux

• Sunsilk

• Wall’s

• Fair & lovely

• Rafhan

• Energile

STRENGTHS Effective & attractive packaging High quality man power Strong company image Strong brand portfolio Quantity & variety.

WEAKNESSESSubstitutes products of competitors.

Policy of spending for the social responsibility.

OPPORTUNITIESChanging life style of people

New markets

Low income consumers

THREATSCompetitors(P&G,)Political effectsLegislative effectEnvironmental effectEconomic crises

ANY DOUBTS OR QUESTIONS???

THANK YOU!!!