Project On

UNILEVER PAKISTAN

Submitted To

Ma’am Mishal Zaman

Submitted By
Alina Amir 0001
Shanzay Naeem 0009
Farooq 0041

UNIVERSITY OF CENTRAL PUNJAB

Undertaking by the Students

It is stated that this project is according to the rules and regulations described by the University
of Central Punjab. The project is undertaken to fulfill the partial requirement of the course
Interpersonal Communication Skills.

Moreover, this project is purely an original piece of work and that all additional sources of
information have been duly cited. Furthermore, any sources, published or unpublished works
from which we have quoted or drawn references have cited. We understand that failure to
noncompliance of this will result in earning an ‘F’ grade or cancellation of the project.

We understand that this project will be cancelled if we fail to submit the required information on
time.

Name Farooq
Signature

Name Alina Amir

Signature

Name Shanzay Naeem

Signature
 ACKNOWLEDGEMENT

All commendation because of Allah, the Most Merciful, the Most Forgiving, the Most Generous,
the Controller of hearts and looks, and the omniscient of that which is open what is covered up.
We acclaim HIM with an applause that is interminable, for the duration of the night and the day.
Notwithstanding our exceptional gratitude to our instructor Ms. Mishal Zaman, as she was
consistently there for us in such a difficult assignment. Her help and recommendations gave us
numerous advantages and was exceptionally persuasive for us to present such exertion full
working.

Executive Summary
Unilever was created in 1930 by the amalgamation of the operations of British soap maker
Lever Brothers and Dutch margarine producer Margarine Unie, a merger as palm oil was a
major raw material for both margarines and soaps and could be imported more efficiently in
larger quantities.

Unilever is an Anglo-Dutch multinational corporation that owns many of the world's consumer
product brands in foods, beverages, cleaning agents and personal care products. Unilever N.V.
has its head office in Rotterdam, while Unilever PLC has its head office in the Unilever House in
the City of London and its registered office in Port Sunlight, Wirral, Merseyside.

The Unilever Pakistan Limited (UPL), formerly Lever Brothers Pakistan Limited was established
in Pakistan in 1948. The town of Rahim Yar Khan was the site chosen for setting up a vegetable
oil factory. Unilever Pakistan is the largest FMCG Company in Pakistan, as well as one of the
largest multinationals operating in the country. Now operating six factories at different locations
around the country. The Unilever's Head Office was shifted to Karachi from the Rahim Yar
Khan site in the mid 60's.

Unilever’s roots go back to the latter half of the nineteenth century when the Industrial Age
spawned working-class households with money to spend. Entrepreneurs began to package
products under brand names and promote them to millions of the new customers. It was the dawn
of modern advertising and merchandising. Lever was one of the firsts to discover the efficacy of
mass advertising.
 Contents

About the Company....................................................................................................................................1

History.........................................................................................................................................................1
Mission........................................................................................................................................................2
Core Values and Principles..........................................................................................................................2
Unilever Pakistan.........................................................................................................................................4
Business Operations....................................................................................................................................4
Unilever Purpose.........................................................................................................................................5
List of Brands in Pakistan.............................................................................................................................5
Marketing Strategy......................................................................................................................................6
Competitive Strategy...................................................................................................................................6
SWOT Analysis.............................................................................................................................................6
PEST Analysis...............................................................................................................................................7
Conclusion...................................................................................................................................................9
References.................................................................................................................................................10
 About the Company

Unilever is an Anglo-Dutch multinational corporation that owns many of the world's consumer
product brands in foods, beverages, cleaning agents and personal care products. Unilever N.V.
has its head office in Rotterdam, while Unilever PLC has its head office in the Unilever House in
the City of London and its registered office in Port Sunlight, Wirral, and Merseyside.

Unilever is a dual-listed company consisting of Unilever NV in Rotterdam, The Netherlands and

Unilever PLC in London, United Kingdom. This arrangement is similar to those of Reed Elsevier
and Royal Dutch Shell prior to their unified structures. Both Unilever companies have the same
directors and effectively operate as a single business. The current non-executive Chairman of
Unilever N.V. and PLC is Michael Treschow while Paul Polman is Group Chief Executive.

Unilever's main competitors include Danone, Henkel, Kraft Foods, Nestlé, PepsiCo, Procter &
Gamble, Reckitt Benckiser, Sara Lee and S.C. Johnson & Son.

History

Unilever was founded on September 2, 1929, by the merger of the Dutch margarine producer
Margarine Unie and the British soap maker Lever Brothers. During the second half of the 20th
century, the company increasingly diversified from being a maker of products made of oils and
fats, and expanded its operations worldwide. It has made numerous corporate acquisitions,
including Lipton (1971), Brooke Bond (1984). Unilever divested its specialty chemicals
businesses to ICI in 1997. In the 2010s, under the leadership of Paul Polman, the company
gradually shifted its focus towards health and beauty brands and away from food brands showing
slow growth.

Vision

“Vitality is at the heart of everything we do. It's in our brands, our people and our approach to
business”

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 Mission

“Unilever’s mission is to add vitality to life. We meet every day needs for nutrition, hygiene and
personal care with brands that help people feel good, look good and get more out of life.”

Chairman Antony Burgmans says: “Unilever will continue to operate according to its long-held
principles with the objective of value creation for all our stakeholders. However, at the same
time we must evolve to meet new challenges. We believe that increased clarity about what we
wish to stand for will put us in a better position to succeed in the years to come.”

Our Corporate Purpose states that to succeed requires "the highest standards of corporate
behavior towards everyone we work with, the communities we touch, and the environment on
which we have an impact”

Core Values and Principles

Positive impact

We aim to make a positive impact in many ways: through our brands, our commercial operations
and relationships, through voluntary contributions, and through the various other ways in which
we engage with society.

Continuous commitment

We're also committed to continuously improving the way we manage our environmental impacts
and are working towards our longer-term goal of developing a sustainable business.

Setting out our aspirations

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Our Corporate Purpose sets out our aspirations in running our business. It's underpinned by our
Code of Business Principles which describes the operational standards that everyone at Unilever
follows, wherever they are in the world. The Code also supports our approach to governance and
corporate responsibility.

Working with others

We want to work with suppliers who have values similar to our own and work to the same
standards we do. Our Supplier Code, aligned to our own Code of Business Principles, comprises
eleven principles covering business integrity and responsibilities relating to employees,
consumers and the environment.

Making sustainable living commonplace

Great products from our range of more than 400 brands give us a unique place in the lives of
people all over the world. When consumers reach for nutritionally balanced foods or indulgent
ice creams, affordable soaps that combat disease, luxurious shampoos or everyday household
care products, there’s a good chance the brand they pick is one of ours. Seven out of every ten
households around the world contain at least one Unilever product, and our range of world-
leading, household-name brands includes Lipton, Knorr, Dove, Axe, Hellmann’s and Omo.
Trusted local brands designed to meet the specific needs of consumers in their home market
include Pureit and Suave.

A sustainable business plan

We want our business to grow but we recognize that growth at the expense of people or the
environment is both unacceptable and commercially unsustainable. Sustainable growth is the
only acceptable model for our business.

Our Unilever Sustainable Living Plan (USLP) is central to our business model. It sets out how
we’ll decouple our growth from our environmental impact, while at the same time increasing our
positive social impact.

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Our USLP has three big goals:

 Help more than a billion people to improve their health and wellbeing. 

 Halve the environmental footprint of our products. 

 Source 100% of our agricultural raw materials sustainably and enhance the livelihoods of
people across our value chain.

Working with others to build a brighter future

We know that our products must be sustainable at every stage in their life-cycle, not just in our
factories. That means working with others, including our suppliers, consumers, governments,
NGOs and other businesses to help create the major changes that are needed to address the
biggest challenges facing our world.

Unilever Pakistan

The Unilever Pakistan Limited (UPL), formerly Lever Brothers Pakistan Limited was established
in Pakistan in 1948. The town of Rahim Yar Khan was the site chosen for setting up a vegetable
oil factory. Unilever Pakistan is the largest FMCG Company in Pakistan, as well as one of the
largest multinationals operating in the country. Now operating six factories at different locations
around the country. The Unilever's Head Office was shifted to Karachi from the Rahim Yar
Khan site in the mid 60's.

About M/S Yaqoobs Sons, Distributors Unilever Pakistan

The distribution company was founded in the year 1957 and you can see that it has been quiet a
time since the inception of the company. The company was then given the distribution in
February 1984. The company’s distribution radius lies to a span of 18KM (North, South, East
and West).

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 Business Operations

Unilever owns more than 400 brands because of acquisitions; however, the company focuses on
what are called the "billion-dollar brands", 13 brands that each achieve annual sales in excess of
€1 billion. Unilever's top 25 brands account for more than 70% of sales. The brands fall almost
entirely into two categories: Food and Beverages, and Home and Personal Care.

Unilever Purpose

The company focuses on key growth drivers in a number of ways:

 Continually reconnect with consumers to better anticipate their needs and desires.
 Develop and nurture close working relationships with customers to create communication
and sales support for their particular consumers.
 Constantly develop new technologies that will deliver product benefits in better ways and
explore new communication.

List of Brands in Pakistan

 Blue Band
 Supreme Tea
 Clear Shampoo
 Close Up
 Fair & Lovely
 Lifebuoy soap & shampoo
 Lux
 Surf Excel
 Wheel
 Lipton Tea
 Sunsilk

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  Knorr Soup / Noodles
 Pond's

Marketing Strategy

Unilever's strategy is to focus research and development and marketing on leading brands, that
is, those that are most in demand from consumers.

They make the well advertisements and chose proper media to get positioning in their
consumers’ minds they make the promotional activities like incentives to their consumers &
distribution strategy, brand activation activities they recently did work on their new product
Clear for men. They hired “Shahid Khan Afridi” celebrity as their brand ambassador to introduce
Clear for men. They conducted activities in colleges and universities to aware and trial the new
product Clear for men to their target consumers.

Their new promotional strategies have to give Scholarship in college or universities women for
their product Fair and Lovely. Uni Lever give their consumers to more incentives in the form of
scholarship, lucky draw gifts etc. Surf Excel was also a marketing success with the brand going
with the flare “DAAGH TOH ACHAI HOTAI HEIN”

Competitive Strategy

Unilever competitive strategies are very intelligent. They fully consider their competitors what
they are doing? What will be their next strategies? What is going in market? What their
customers needs and wants? They spend more on research & development, advertisement,
promotional activities, and brand activation activities as compared to their competitors. 

SWOT Analysis

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The SWOT analysis provides an opportunity for the business to identify its strengths,
weaknesses, opportunities, and threats and use it to develop effective strategic management
policies. On the other hand, the PEST analysis provides the opportunity for the business to
understand the political, economic, social and technological environments and align them with
the objectives of the business.[ CITATION Jon05 \l 1033 ].

Strengths

 Competitive edge due to sole existence of the company

 Separate vans for every group
 All the data is computerized and the data is error free
 Competitive advantage due to location
 Labor is readily available
 The company is insured and amount of security is safe.

Weaknesses

 Limited area for sales

 Lack of experiences task force
 Lack of education in sales persons

Opportunities

 Radius of the company distribution can be expanded

 More investment can be done on logistics
 Better workforce can be hired
 Company products can be expanded e.g. Ice Cream etc.
 Maximize customer base

Threats

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  Threat of new entrant
 Lack of security
 Risk of loss of customer

PEST Analysis

Political factors

 Government relations
 Political stability in America

Economic factors

 Favorable pricing policy

 Inflation

Social factors

 Focus on the well-being of the people

 Friendly products and services

Technological factors

 Marketing and selling online

 Automation in production and distribution

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 Conclusion

Unilever Company has done well in the market by providing quality services to all groups of
people. However, the business sometimes experiences challenges of delayed decision making,
frequent disagreements between the partners and lack of cooperation from all members towards
corporate management. Nonetheless, the industry has been able to resolve matters over time and
achieve efficiency in the running the company’s operations. For instance, decision making has
been made effective through a mutual consent where a majority of the members can make key
decisions without involving all the other members. Similarly, the frequent disagreements
between the stakeholders can be avoided through regular briefing to allow all the members to
fully understand the operations of the business. The defining principles that sets Unilever
Pakistan apart from the competition is the fulfillment of commitment and responsibility promised
to its customers. Trust brings integrity; its presence makes a powerful difference in its life.

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 References

 https://www.unilever.pk/
 https://www.wikiwand.com/en/List_of_Unilever_brands

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