Presentation on

Noman Akram Ansari

MBE-11-06

INTRODUCTION TO

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

UNILEVER PAKISTAN

Unilever Pakistan formerly lever brothers was established in Pakistan in 1958

First site in Pakistan was Rahim Yar khan

Largest FMCG company now operating at various locations in Pakistan

CEO of Unilever in Pakistan

“Ehsan Malik”

CHIEF EXECUTIVE OFFICER(CEO) OFUNILEVER in Pakistan..

UNILEVER regional office MULTAN

MR. Anwer Khan(Area Manager Unilever)

Some Food Brands of unilever

Some Home Care Brands of unilever

Some Personal Care Brands of unilever

INTRODUCTION Fair & Lovely developed in 1975, is

the world’s first fairness cream. It contains no bleach or harmful ingredients. Instead, it provides visible fairness in a safe and reversible process. In 2004, it was identified as a Super Brand.

Fair & Lovely’s skin-lighteningtechnology is known to be the best in the world! However, this hasn’t stopped the brand from innovating further to pioneer the development of cutting-edge fairness solutions. Fair & Lovely’s brand-essence of ‘Rescripting Destiny’ has played a decisive role in its noteworthy presence in over 30 countries

INTRODUCTION

BRAND• Unilever’s fair&lovely is the leading skin- lightening cream for women. • Unilever proudly states fair & lovely as the world’s No.1 fairness cream.• It redefines the route to fairness with an advance multi-vitamin fairness nourishment formula.• Active Sunblock protects from the sun’s darkening UVA and UVB rays.• Multi Vitamin Facewash activates the FAL vitamin system to give girls and women radiant fairness

• Fair & lovely Advanced Multivitamin.• Fair & Lovely Anti-Marks• Fair & Lovely Forever Glow• Fair & Lovely Active Sunblock• Fair & Lovely Menz Active• Fair & Lovely Multi Vitamin Facewash• Fair & Lovely Winter Fairness• Fair & Lovely Max Fairness For Men• Fair & Lovely Forever Glow For Ageless

PRODUCTS

PROMOTIONT.V ad:  Fair lovely has placed TV added quite frequently during the change of their product line.Newspaper: Fair and lovely is giving their newspaper advertisement but not frequently.Billboard: Some billboards are shown in the different areas of citys and some highways to reminder the consumer about the product.Magazines: Fair and lovely is giving their add effectively to some magazines.Color and movement: The billboards and TV ads are very colorful and meaningful according to the product.Position: In magazines the usual place of fair and lovely in the front page and news Paper it shown in the middle.

PROMOTION• The brand has today evolved to give women

courage to move ahead, to challenge and change destiny itself.

• All Fair & Lovely advertising is developed around this core insight and in a manner that is positive and motivating.

• All the Fair & Lovely ads carry the brand’s message of hope and self-confidence.

Some of the methods of sales promotion of Fair n lovely

1. Price discounts or price-off deal2. Price pack deals3. Bonus pack and Branded pack.4. Coupon

Modes of PromotionOnline

TV COMMERCIALS

Modes of Promotion

MAGAZINESModes of Promotion

MAGZENES

Modes of PromotionHOARDINGS

The 4V’s of Fair & Lovely:• Value Innovation• Value Pricing• Value Delivery Chain• Value Proposition

PRODUCT Fair & LovelyPERFORMANCE Performance is very high in this product

FEATURES Original/ Natural Fragrance, Environmental Friendly , Completely Safe, Long Lasting Effect, New Design and Shape, Attractive Packaging

CONFORMANCE: It is a usable and enjoyable product that is completely safe for humans. product meets specifications and they are emphasizing on ‘0’ defects

RELIABILITY Assure quality of product that is completely made sure different from others. But most of them can rely on this.

DURABILITY It depends on how it has been used.

PACKAGING Special Packaging Is the part of Value innovation Strategy. Fair and lovely packaging is very good and thy use nice color in their packaging

The 4V’s of Fair & Lovely:• Value Innovation:

Value Pricing:

We know that fair and lovely is one of the symbols of status of Unilever. The price is not that much higher than the competitors

Value Delivery Chain of Fair & Lovely:

They have strong distribution channel. It is very easy to get any products of Unilever and fair and lovely is one of their strong products which have huge demand in our country. The target market of fair and lovely is huge. Because of strong distribution channel we can get fair and lovely productsfrom any retail store

Value Proposition:The promotion strategy of fair and lovely is changing day by day. But their main focus is women. But now a days they are trying to change their promotion also the products. As they launched a new products for men. And they did their advertisement with men models which got a huge response from the customer of menz active.

CONCLUSION

• Today Fair & Lovely is the market leader with 53% market share but in the era of increasing competition, erosion of market share is more a reality than mere speculation. With products like Emami’s Fair & Handsome hitting out unexpectedly, Fair & Lovely should be proactive and increase points of difference with the competitors. Moving beyond the message of fairness as beauty must be the center of its marketing communication. Extending the core message of the brand through the product and communicating by its promotional strategies.

• The user of fairness products is more evolved than before. But the traditional fairness cream is still has its loyalists amongst the lowest SECs. Whether it is fair or not, fairness products and their communication to tempt marketers to try and get as many consumers as possible.