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Presented by M. Hassan shafiq


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INTRODUCTIONTOUNILEVER

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 inPakistan
http://en.wikipedia.org/wiki/Antonius_Johannes_Jurgenshttp://en.wikipedia.org/wiki/Antonius_Johannes_Jurgenshttp://en.wikipedia.org/wiki/William_Lever,_2nd_Viscount_Leverhulmehttp://en.wikipedia.org/wiki/William_Lever,_2nd_Viscount_Leverhulmehttp://en.wikipedia.org/wiki/William_Lever,_2nd_Viscount_Leverhulmehttp://en.wikipedia.org/wiki/William_Lever,_2nd_Viscount_Leverhulmehttp://en.wikipedia.org/wiki/William_Lever,_2nd_Viscount_Leverhulmehttp://en.wikipedia.org/wiki/Antonius_Johannes_Jurgenshttp://en.wikipedia.org/wiki/Antonius_Johannes_Jurgens


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INTRODUCTIONTO PROCTER & GAMBLE

In 1837, Procter and Gamble was founded in Cincinnati

by William Procter and Began.

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

Began working in the company in 1883 and served as

president of the company from 1907-1930.


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MISSIONSTATEMENT

Unilever

Their mission is

To add Vitality to life.

P&G

Provide branded products and superior quality and value

that improve the lives of the world's consumer.


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VISIONSTATEMENT

Unilever

Work to create a better future every day by

Inspiring people and develop new ways of doing

business .

P&G

Be, and be recognized as, the best consumer products and

services company in the world.


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COREVALUES

Unilever

Always working with integrity

Positive impact

Working with others

Continuous commitment

P&G

People

Integrity

Passion for winning


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BRANDS OFFERED BY P&G


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PROJECTON


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SUNSILKINTRODUCTION

It was launched in 1954 in

United kingdom. sun silk

was introduced in Pakistan

in 1989 with three variantsRelated to hair type. Sun

silk has not been able to

gain desired share in

market. LBPL relaunched

suns ilk in Pakistan in

2000.


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MARKETSEGMENTATIONOFSUNSILK

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


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TARGETMARKETOFSUNSILK

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 marketinterest.


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MARKETPOISONINGSTRATEGY(MINDSHARE)

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


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THE NEW COLLECTION


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PRODUCTIN 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.


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MARKETSEGMENTATIONOFHEADANDSHOULDER

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


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TARGET MARKET

The target market for

Head & Shoulders

are the Higher middle

class people who are

brand conscious, early

adaptors and who

care about the overall

health of their hair.


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MARKETPOSITIONINGSTRATEGY

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.


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THE NEW COLLECTION

Hair Fall Defence Soothing Care Silky Black

Lively & SilkyClassic clean Refreshing


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DIFFERENCEBETWEEN

Sun silk came with the idea tograb the market and to besuperior in the market.

Sun silk can targeting thelower class, who have lowerincome.

Its innovative campaigns andpervasive ways of promotionmade the consumers wellaware 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


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LISTOFCOMPETITORS (IN PAKISTAN)

Sun silk

Pantene

Dove Medicam

Bio amla (in rural areas)

Head and shoulders

Clean and clear

Garnier


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BCGMATRIX


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BCGANALYSIS

UNILEVER

Stars

Sun silk

Lux

Cash cows

Lipton

Ponds

Dogs

Wheel

Lifebuoy shampoo Question mark

Clear shampoo

Rin

P&G

Stars

Gillette

Pampers

Cash cows

Head and shoulders

Ariel

Dogs

Camay

White Question mark

Oral-B

Herbal Essences


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RELATIVEMARKETSHAREOFSUNSILKANDHEADAND

SHOULDERS

38%

34%

28%

Head and shoulders

Sun silk

Other Brands


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