DEDICATION

We dedicate our work to our Parents who support us throughout

our life and make us proud on where we are now.

1 THE TREND SETTERS BBA-19 (MARKETING)

 ACKNOWLEDGMENT
We appreciate the support from our friend SYED SIBT-UL-HASAN who
support us during the whole project, we are thankful to MR. ALI KARAMANI
(Manager Sales). And we also acknowledge the true support of MADAM
IRUM KHATTAK who gives us a chance to experience the market in real.

2 THE TREND SETTERS BBA-19 (MARKETING)

 INTRODUCTION:

No matter who you are, or where in the world you are, the chances are that our products
are a familiar part of your daily routine. Every day, around the world, people reach for
Unilever products.

UNILEVER TODAY:

Our brands are trusted everywhere and, by listening to the people who buy them,
we've grown into one of the world's most successful consumer goods companies. In fact,
150 million times a day, someone somewhere chooses a Unilever product.

Unilever is one of the world's leading suppliers of fast moving consumer goods we
have a portfolio of brands that are popular across the globe - as well as regional products
and local varieties of famous-name goods. This diversity comes from two of our key
strengths.

 Strong roots in local markets and knowledge of the local culture

 World-class business expertise applied internationally to serve consumers

everywhere.

The acquisition of Best foods in 2000 brought us leadership in the culinary category.
Knorr is now our biggest brand, with €2.3 billion sales in over 100 countries and a product
range covering soups, bouillons, sauces, noodles and complete meals. e are the number
one producer of frozen foods in Europe, under the Findus brand in Italy, Birds Eye in the
UK and Igloo in other European countries.

We lead the home care market in much of the world, which includes cleansing and
hygiene products. Within the personal care market, we are global leaders in products for
skin cleansing, deodorants and antiperspirants. our global core brands in the personal
care market are Axe, Dove, Lux, Pond's, Rexona and Sunsilk.

HISTORY:
3 THE TREND SETTERS BBA-19 (MARKETING)
Unilever's corporate mission – to add vitality to life – shows how clearly the business
understands 21st century-consumers and their lives. But the spirit of this mission forms a
thread that runs throughout our history.

Helping people get more out of life:

In the 1890s William Hesketh Lever founder of Lever Bros wrote down his
ideas for Sunlight Soap his revolutionary new product that helped popularize
cleanliness and hygiene in Victorian England. It was to make cleanliness
commonplace to lessen work for women to foster health and contribute to
personal attractiveness that life may be more enjoyable and rewarding for the
people who use our products.

Balancing Profit with Responsible Corporate Behavior:

In the late 19th century the businesses that would later become Unilever were
among the most philanthropic of their time. They set up projects to improve the lot of their
workers and created products with a positive social impact, making hygiene and personal
care commonplace and improving nutrition through adding vitamins to foods that were
already daily staples.

Today, Unilever still believes that success means acting with 'the highest
standards of corporate behavior towards our employees, consumers and the societies
and world in which we live'. Over the years we've launched or participated in an ever-
growing range of initiatives to source sustainable supplies of raw materials, protect
environments, support local communities and much more

4 THE TREND SETTERS BBA-19 (MARKETING)

 TIMELINE

5 THE TREND SETTERS BBA-19 (MARKETING)

9th Although Unilever wasn't formed until 1930, the companies that joined
c forces to create the business we know today were already well established
e before the start of the 20th century.
nt
ur
y

6 THE TREND SETTERS BBA-19 (MARKETING)

1900s Unilever's founding companies produced products made of oils and fats,
principally soap and margarine. At the beginning of the 20th century their
expansion nearly outstrips the supply of raw materials.

7 THE TREND SETTERS BBA-19 (MARKETING)

8 THE TREND SETTERS BBA-19 (MARKETING)
1910 Tough economic conditions and the First World War make trading difficult for
everyone, so many businesses form trade associations to protect their
shared interests.

9 THE TREND SETTERS BBA-19 (MARKETING)

10 THE TREND SETTERS BBA-19 (MARKETING)
1920s With businesses expanding fast, companies set up negotiations
intending to stop others producing the same types of products. But
instead they agree to merge - and so Unilever is created.

1930s Unilever's first decade is no easy ride: it starts with the Great Depression
and ends with the Second World War. But while the business
rationalizes operations, it also continues to diversify.

1940s Unilever's operations around the world begin to fragment, but the
business continues to expand further into the foods market and increase
investment in research and development

1950s Business booms as new technology and the European Economic

Community lead to rising standards of living in the West, while new
markets open up in emerging economies around the globe.

1960s As the world economy expands so does Unilever and it sets about
developing new products, entering new markets and running a highly
ambitious acquisition programmed.

1970s Hard economic conditions and high inflation make the '70s a tough time
for everyone, but things are particularly difficult in the Fast Moving
Consumer Goods (FMCG) sector as the big retailers start to flex their
muscles.

1980s Unilever is now one of the world's biggest companies, but takes the
decision to focus its portfolio, and rationalize its businesses to focus on
core products and brands.

1990s The business expands into Central and Eastern Europe and further
sharpens its focus on fewer product categories, leading to the sale or
withdrawal of two-thirds of its brands.

The 21st The decade starts with the launch of Path to Growth, a five-year
ce strategic plan, and in 2004 further sharpens its focus on the needs of
ntu 21st century-consumers with its Vitality mission.
ry

11 THE TREND SETTERS BBA-19 (MARKETING)

History of Unilever Pakistan:

In the world of consumer products Unilever Pakistan has created an indelible name for
itself with brands such as Lifebuoy, Lux, Surf and Walls.

UNILEVER PAKISTAN LIMITED NEEDS NO INTRODUCTION:

By far the largest consumer products company in Pakistan, UPL is a part of the
consumer products giant Unilever.

UPL was established some fifty years ago in the then newly created Pakistan. The town
of Rahim Yar Khan was the site chosen for setting up a vegetable oil factory in 1958 and
that is where the first UPL manufacturing facility developed.

Now a force to be reckoned with:

Today, Unilever Pakistan is a force to reckon with. Its contribution to Pakistan's
economic development cannot be overestimated. Now operating four factories at different
locations around the country, the company contributes a significant proportion of the
country's taxes. It employs a large number of local managers and workers. It provides a
pool of well-trained and highly motivated manpower to other segments and has
introduced new and innovative technologies into the country.

The UPL Head Office was shifted to Karachi from the Rahim Yar Khan site in the mid
60's. By this time the once dusty and sleepy village was the hub of activities for UPL. A
residential estate situated near the factory is the home of UPL employees at Rahim Yar
Khan.

12 THE TREND SETTERS BBA-19 (MARKETING)

 PROMOTIONAL MIX IN UNILEVER

Unilever uses its promotional mix through the following steps:

 ADVERTISING

 PERSONNEL SELLING

 SALES PROMOTION

 PUBLIC RELATIONS

ADVERTISING:

Presentation and promotion of ideas, goods, or services by an identified

sponsor. Examples: Print ads, radio, television, billboard, direct mail, brochures and
catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and
emails.

PERSONNEL SELLING:
13 THE TREND SETTERS BBA-19 (MARKETING)
 Process of helping and persuading one or more prospects to purchase a good or
service or to act on any idea through the use of an oral presentation. Examples: Sales
presentations, sales meetings, sales training and incentive programs for intermediary
salespeople, samples, and telemarketing. Can be face-to-face or via telephone.

SALES PROMOTION:

Media and non-media marketing communication are employed for a pre-

determined, limited time to increase consumer demand, stimulate market demand or
improve product availability. Examples: Coupons, sweepstakes, contests, product
samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and
exhibitions.

PUBLIC RELATIONS:

Paid intimate stimulation of supply for a product, service, or business unit by

planting significant news about it or a favorable presentation of it in the media. Examples:
Newspaper and magazine articles/reports, TVs and radio presentations, charitable
contributions, speeches, issue advertising, and seminars.

PERSONNEL SELLING:

A direct Vendor Selling Activity was coordinated and carried out during the
summer months of June, July, and August 1999 in Lahore. A team of vendors,
clad in branded T-shirts, caps and jackets, sold chilled 0.5 liter bottles to travelling
customers on all major intersections. The brand got great mileage out of this
innovative idea of personal selling in terms of brand awareness, paid trial, image
as well as real sales.

SALES PROMOTION:

14 THE TREND SETTERS BBA-19 (MARKETING)

 Specific promotions of Unilever beverages were arranged in some of the
key outlets of Lahore .Elaborate shelf space was

acquired for product display and specially designed POS material was extensively used
to promote sales. On a 12-bottle purchase of 1.5 ml, one 1.5 ml bottle was offered free to
consumers. Similarly on a 6-bottle purchase of 1.5 ml, one 0.5 ml bottle was offered free.
Regarding trade promotion, the retailer was also given an additional discount of 4 %
during this sales promotion. Not only did the sales of Unilever grow tremendously during
the promotion, these continued at a higher pace even after it was over.

PUBLIC RELATIONS:

As far as the public relations are concerned, the organization releases an annual
report which includes the company's financial statements along with the sales of all
product categories. The annual report is mainly aimed at the stockholders. However,
another very important form of public relations is the newsletters and bi-monthly
magazines issued by the organization. A huge amount of information is found in these
regarding the products and their promotion. In the same way, Unilever was given quite a
bit of importance in the newsletters issued after its launch, which obviously helped
incretion of the awareness of this brand.

PRINT ADVERTISING:

The print media have always been a popular advertising medium. Advertising
products via newspapers or magazines is a common practice. the print media also offers
options like promotional brochures and fliers for advertising purposes.

Unilever Pakistan also very much involved in making the presence in consumers
mind by print advertisements. Unilever is using almost all methods to capture the
consumer’s attraction. Some are listed below

 News Papers:

Unilever always go on top in ranking when it comes to deliver the message

effectively to the consumer. They use very handy tool “Newspaper” to deliver their
message for promotion their product or introducing new one in the market. That would
help in increasing the awareness of product ad also makes the sales healthier. Unilever
use many of the brands to advertise in newspapers like, The News, Dawn, Jung.
Khabrain, akhbaar e jahaan. Etc.

15 THE TREND SETTERS BBA-19 (MARKETING)

  Magazines:

Unilever is also using that tool to exchange the information about the
product to the consumers. It is quite obvious thing that people do read the magazines.
And goo advertisement can attract them. Unilever Pakistan by keeping the target
audience in mind actually targets Females more. As house hold products are more
rottenly used by females. They advertise in “ Time, Firdoys, Life, Lounge, Humsay, ext.

 Broachers & Flayers:

Broachers and flayers are also very helpful tool to promote the brand.
Unilever do advertise through Broachers and Flayers in large scale, they merchandise
the product by their merchandisers in every market they visit and provide their product.
Displaying the product through Broachers and flayers in front of the shop is an easy way
to convey your message to consumer.

 Television/Radio:

TV commercials are the most affective and easy way to deliver your
message to others. Unilever advertise through Broadcast media very aggressively. Every
new product advertised on TV screen and Radio, to make people aware of product and
build the relationship amongst the product and the people. Unilever approaches almost
all TV channels for advertising. For example “GEO TV, AAJ, HUM, DUNIYA NEWS,
FASHION TV, MASALA TV, and many more.

 Bill Boards:

Unilever advertise heavily through Bill boards. They target the main Roads
of city and display their product on the big screen. This is good place to advertise the
product, because everyone uses the road for journey and un consciously attractiveness
in ads will force the consumers to take a look at them. Unilever also use the tool of
displaying their name in front of shops by make their Electric Boards for display by their
name.

 Internet:

Unilever use internet to advertise. And targets the audience through

different well known and well established websites. They place the Banner Ads aside the

16 THE TREND SETTERS BBA-19 (MARKETING)

page or at Top of the page. They are also using Social Networking sites to be in touch
with their consumers all the time. Like Facebook, tweeter, Orkut ext.

PEROSNAL SELLING:

Personal selling occurs where an individual salesperson sells a product to a client.

Salespeople match the benefits of their offering to the specific needs of a client.

Unilever do use this method to sell their product in big organizations, hotels,
motels, Restaurants. But the image of a product states its need in market which is very
satisfactory. FMCG don’t need more of hassle to sell its product. It is daily used product
and offer best quality in returns of consumer’s believe in product.

SALES PROMOTION:

Sales promotion is the process of persuading a potential customer to buy the

product. Sales promotion is designed to be used as a short-term tactic to boost sales – it
is not really designed to build long-term customer loyalty. Some sales promotions are
aimed at consumers. Others are targeted at intermediaries (such as agents and
wholesalers) or at the firm’s sales force.

To increase the sale of any product Unilever Pakistan adopts different measures
like sample, gift, bonus, and many more. These are known as tools or techniques of
sales promotion. There Is more about some of the commonly used tools of sales
promotion in Unilever.

 Free samples:

Samples of shampoo, washing powder, coffee powder, etc are provided In

stores, markets for free. It consist of the same product like original but In lesser quantity,
packaging.

 Bonus offer:

17 THE TREND SETTERS BBA-19 (MARKETING)

 Increase in quantity is called bonus offer for the consumer, which enables
him to purchase more by giving same amount. Unilever gives many bonuses in its
existing product time by time.

 Whole seller schemes:

Unilever also offer different discount rates for its whole sellers. To
increase the interest and encourage the wholesale purchase discount offers also remains
very positive business. METRO Store and CSD Store in Rawalpindi and Islamabad are
the best examples of purchasing the product in larger quantity with discount rate.

 Price-off offer:

Under this offer, products are sold at a price lower than the original price
Rs 2 off on purchase of lifebuoy soap, Rs. 15 off on a pack of 250 grams of Tea, Rs.
1000 off on cooler etc. are some of the common schemes. These schemes are designed
to boost up sales in off-season and sometimes while introducing a new product in the
market.

 Fairs and Exhibitions:

Fairs and exhibitions may be organized at local, regional, national or

international level to introduce new products, reveal the products. Their sale is also
conducted at a reasonable discount. National Trade Fair held in Karachi last summer
which is held from 14th to 27th November every year, is a well known example of Fairs
and Exhibitions as a tool of sales promotion of Unilever Pakistan.

18 THE TREND SETTERS BBA-19 (MARKETING)