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UNILEVER (Soap Division)

Short Introduction:
Unilever is a multi-national company, shaped of
Anglo-Dutch parentage that possesses many of the
world's consumer product brands in foods,
beverages, and personal care products. Unilever
employs nearly 180,000 people and had worldwide
revenue of almost €40 billion, or just over US$62
billion, in 2005.

We’re assigned the task to discuss the soap division of Unilever. So


currently, Unilever has three products in its soap division. Firstly, we’d
like to introduce those three soaps and then we’ll go for questions.

LUX SOAP DOVE SOAP LIFEBUOY SOAP

BRIEF INTRODUCTION

LUX SOAP:
LUX toilet soap was introduced as bathroom soap
in the US in 1925 and in the UK in 1928 as a
brand extension of LUX soap flakes. Subsequently
LUX soap has been marketed in several forms,
including hand wash, shower gel and cream bath
soap. The very first advertisement in 1929
featured Leela Chitnis as its brand ambassador. It
was branded in India as "the beauty soap of film
stars"
DOVE SOAP:
Dove is a personal care brand owned by Unilever.
Dove is formulated to be pH neutral, with a pH
that is usually between 6.5 and 7.5. Dove's logo
is a silhouette profile of a dove, the color of which
often varies. Dove's products include:
antiperspirants/deodorants, body washes, beauty
bars, lotions/moisturizers, hair care and facial
care products.
LIFEBUOY SOAP:
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Lifebuoy is one of Unilever's oldest brands.
Lifebuoy has become more than just a bar of
soap – today the brand provides hygiene and
health solutions for families and Lifebuoy soap
has been proven in laboratories to provide 100%
more effective germ protection than ordinary
soaps. Nearly half of the Lifebuoy brand's
consumption is in rural Asia, where most of the
population lives on less than US$1 per day.

QUESTIONS:

The stage of marketing evolution they are experiencing. Also


give justification to your answers.

The company is experiencing marketing concept in its organization and


obviously this implies to the soap division as well. You’ll find
justification of this thing on the tab of “Lifebuoy Soap”. They’ve also
described in their website that they found some diseases and then
they formulated lifebuoy soap.

Are they providing all the five types of utility to their


customers? Why or why not?

Form Utility:
If we talk about the form utility of the soaps, we’ll discuss only LUX
and LIFEBUOY. You can easily find that 2 – 3 years back, the shape of
the LUX is simple oval and now it’s available with emboss wording and
piece of particular fruit ingredient like peach or almond that feels good.
Now let’s talk about the lifebuoy. Lifebuoy soap's classic hard red brick
shape has been replaced with a new signature Lifebuoy shape. The
new shape makes the bar easier to grip and use
Place Utility:
The soaps of UNILEVER are available in everywhere in Pakistan and
other countries very easily. You just need to say the name and it’s
available there.
Time Utility:
We just can say it is available every time when we need it.
Information Utility:
As UNILEVER is the multi-national company so they spend heavy on
their product’s promotion. They deeply focus on informing their
customers about the product in the best manner and on-time. Like
we’ve seen many TV Ads and billboards.
Image Utility:
If we hear about LUX, we suddenly get the image of famous actress

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“Reema” because it’s the beauty soap. And in case of Lifebuoy, we see
the whole story of germs fight because it is the antibacterial soap.
Possession Utility:
Everybody’s the buying power for these soaps because they’re very
much common in our country. These soaps are available in average
prices.

Who comprise all the three types of competition to each of the


organization?

There’s a strong competition between UNILEVER’s lifebuoy and LUX,


P&G’s safeguard and Zulfiqar Industry’s Capri. All the companies are
producing Soaps i-e Homogenous products so they are having highly
intense competition between them.
1- Alternate:
LUX – Capri
Lifebuoy – Safeguard
2- Substitute:
Solid Soap – Liquid Soap and Paper Soap
3- Anything Available in the market:
It can be said that Face Wash creams are fit for this points.

Name and list all the external micro-environmental factors that


are affecting the company’s marketing effort.

EXTERNAL MICRO ENVIRONMENTAL FACTORS

Suppliers:
The suppliers of these soaps are TV, Billboards, Media (both Print and
Electronic), and News Papers (like JANG and DAWN).
Now all these Suppliers are affecting in such a way that people are
easily getting all the information regarding their products. People see
their ads on TV channels, Billboards and news papers etc.
Intermediaries 1:
The Intermediaries are the Advertising Agencies like Orient
Advertising Agencies Pvt Ltd.

Intermediaries 2:
Distributors lie in this section. Unilever’s distributors in Pakistan is
S.B.E (Pvt) Ltd. There’re many retailers and agents not even in
Pakistan but in the whole world.
Market:

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The whole country is the market of Unilever but we can also say that
the whole world where the Unilever is, is the market of the company.
Agents and distributors are also in Lahore’s Shahalam Market. Its head
office in Pakistan is situated in Karachi and the main head office of
the company is situated in London and Rotterdam.

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NOKIA
Short Introduction:
Nokia is focused on wireless and wired
telecommunications, with 112,262 employees in
120 countries, sales in more than 150 countries
and global annual revenue of 51.1 billion euros
and operating profit of 8.0 billion as of 2007.

NOKIA is producing Mobile Phones, Smart Phones, Multimedia


Computers and Networks. We’ll discuss the NOKIA as a whole.

MOBILE PHONE SMART PHONE NOKIA TV NETWORK

QUESTIONS:

The stage of marketing evolution they are experiencing. Also


give justification to your answers.

NOKIA is experiencing selling and marketing concept. They’ve the


quality products around 150 countries and spending heavily on
promotions. That’s why we say that they’re experiencing selling
concept. They’re also experiencing marketing concept because they
first understood the needs and wants of the customer. They launched
color cell phone then cell phone with cameras and TV.

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Are they providing all the five types of utility to their
customers? Why or why not?

Form Utility:
We’ll take the example of mobile phones which is the very popular
product of the company. When they launched their first mobile phone,
it was so heavy and big. Then they introduce some new mobiles with
low weight with small size according to the needs of the customer.
Now they’ve introduced slim mobile phones which are very easy to
carry in your pocket and fit to your palm size. They’ve very low weight
and small size and as well as new functions and features. Accessories
of all the parts of NOKIA are also easily available.
Place Utility:
NOKIA mobile phones and other products are easily available in the
market. Because the company is working in more than 150 countries.
Whether you want new or used products. They’re available whenever
you need.
Time Utility:
Every time, the products are available in the market.
Information Utility:
As the company is now Multinational company, they spend a lot in
advertising. They introduce and inform their customers through print
media and electronic media.
Image Utility:
The image utility of NOKIA is just the quality and long life products.
They use less testimonials in their advertisements. Whenever you say
NOKIA, the person would have the image of Quality Cell Phones and
accessories.
Possession Utility:
NOKIA products are divided into three categories. Low price with
limited functions, medium and expensive with powerful tools. Everyone
can possess their products according to their ability. But in Pakistan,
people uses NOKIA whether it is used and new.

Who comprise all the three types of competition to each of the


organization?
1- Alternate:
Sony Ericsson, Motorola, Samsung, China Mobiles.
2- Substitute:
Wireless, PTCL, Pager, E-mail
3- Anything Available in the market:
It can be anything. Suppose we go for some music phone then we can
also buy I-Pods or walkmans.

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Name and list all the external micro-environmental factors that
are affecting the company’s marketing effort.

EXTERNAL MICRO ENVIRONMENTAL FACTORS

Suppliers:
The supplier is print media and electronic media. Like Jang News
Paper, Yahoo website, Hotmail or MSN website and AXN Channel.
Intermediaries 1:
The Intermediaries are the Advertising Agencies.

Intermediaries 2:
Distributors lie in this section. In Pakistan, there’re many distributors
of NOKIA cell phones but there’s no any distributor of its TV. United
Mobiles Ltd, MobileZone and Chimera are the distributors of the
NOKIA.
Market:
NOKIA has its market in many countries and they focus on all type of
class. Like business class, economy class and job holders etc. In
Pakistan, Al-Hafeez Centre is the main point of new NOKIA cell phones
and Hall Road is the main market of NOKIA used phones.

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NESTLE MILKPAK
Short Introduction:
Nestlé has been serving Pakistani consumers since
1988, when its parent company, the Switzerland-
based Nestlé SA, first acquired a share in Milkpak Ltd.

NESTLE’ is producing a wide range of Milk products for its Consumers.


They are providing the Best quality Milk which they make in a complete
and standard Hygienic processes which is extremely good for human
health.

QUESTIONS:

The stage of marketing evolution they are experiencing. Also


give justification to your answers.

NESTLE MILKPAK is experiencing Selling Oriented concept. They are


producing hygienic milk to fulfill the needs of human body. We said it
Selling Oriented because they focus on quality and want to inform their
customers effectively about their product.

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Are they providing all the five types of utility to their
customers? Why or why not?

Form Utility:

The first thing is that when they launched their milk, it


was small in size. Its size according to the MILKPAK
Company is (250 ml) Like shown on the right side.

Then they identified the need of more quantity milk,


then they decided to launch another packing which
looks like a square with more milk (500 ml) as shown
in the figure.

They introduced the largest size of the milk on the


further demand of the customers. Now this is the
largest size of NESTLE MILKPAK which comprises
1500ML

Place Utility:
NESTLE MILKPAK is available on almost all the general stores and
departmental stores of the country anytime. You can easily go and buy
the milk whenever you want.
Time Utility:
It’s always available in the market. Customer don’t have to hustle for
this product.
Information Utility:
As the company is now Multinational company, they spend a lot in
advertising. They inform their customers through print media and
electronic media.
Image Utility:
Whenever a person thinks about it, it gives the sense of purity. It’s
slogan is also like “Purity is everything” They show the pure milk and
whiteness in their advertisements.
Possession Utility:
NESTLE MILKPAK is the product which can be easily posses by any
customer according to their ability because it is available in four sizes.

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Who comprise all the three types of competition to each of the
organization?

1- Alternate:
Haleeb, Goodmilk, Candia.
2- Substitute:
Powederd Milk like NIDO and Komel
3- Anything Available in the market:
Liquid Yougurt, Plain Yougurt, Cream etc.

Name and list all the external micro-environmental factors that


are affecting the company’s marketing effort.

EXTERNAL MICRO ENVIRONMENTAL FACTORS

Suppliers:
Their suppliers can be farmers for the product manufacturing and
Media for the promotions.
Intermediaries 1:
The Intermediaries are cows and buffalos for the product and the
Advertising Agencies for the promotion.

Intermediaries 2:
Distributors are the retailers and wholesalers of the product.
Market:
The market of NESTLE MILKPAK is the whole country but they slightly
focus on mediocre and upper class. Their head office in Pakistan is
situated at Mall Road Lahore.

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MASTER TILES
Short Introduction:
Master Tiles launched many types of tiles in market.
The unbending accuracy, progressive originality and
wonderful designs of our products reveal this
dedication. It offers a recipe of beauty, technology
and functionality at the utmost level.

WALL TILES FLOOR TILES

QUESTIONS:

The stage of marketing evolution they are experiencing. Also


give justification to your answers.

They’re experiencing Product concept. Because they focus on high


quality tiles and they believes on it.

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Are they providing all the five types of utility to their
customers? Why or why not?

Form Utility:
They’ve different types of tiles now. Every size is fulfilling different
needs according to physical structure which helps to reduce cost for
their production and for the ultimate consumers.
Place Utility:
It is available only in few places. People have to go long for the
purchasing of tiles. Now in Lahore, Shah Jamal and the college road is
the main market of this product.
Time Utility:
There can be shortage due to political instability and by which
consumer has to face some problems.
Information Utility:
We hardly see any billboards of the Master Tiles. We can say that
they’re weak in this section.
Image Utility:
There’s no image utility of this company.
Possession Utility:
It’s based on the customer and status of the customer. If there’s a
builder, he would definitely buy if he wants some quality tiles. Any
individual can hardly buy it.

Who comprise all the three types of competition to each of the


organization?

1- Alternate:
Marble and Chips
2- Substitute:
Cement
3- Anything Available in the market:
Sand, Stones, Bricks.

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Name and list all the external micro-environmental factors that
are affecting the company’s marketing effort.

EXTERNAL MICRO ENVIRONMENTAL FACTORS

Suppliers:
Labors of Ceramics makers are the Suppliers.
Intermediaries 1:
The Intermediaries are cows and buffalos for the product and the
Advertising Agencies for the promotion.
Intermediaries 2:
Distributors are the retailers and wholesalers of the product.
Market:
They basically target the Building and Construction Market.

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SALT N PEPPER RESTAURANT
Short Introduction:
SALT N PEPPER is the restaurant chain in major
cities of Pakistan like Lahore and Karachi. But the
famous one are in Lahore as SALT N PEPPER
VILLAGE and SALT N PEPPER GRILL. They are well
known for their wide variety of Continental, Chinese.

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The stage of marketing evolution they are experiencing. Also
give justification to your answers.

They’re experiencing Product concept. Because they focus on high


quality food of all kinds like Chinese, Continental and Fast food. They
prepare their all foods in complete Hygienic processes to ensure that
they really cook and offer Best Quality Food to their customers.

Are they providing all the five types of utility to their


customers? Why or why not?

Form Utility:
Their all foods have such a demanding and attractive appearance that
it attracts a lot of their customers to come and enjoy their quality and
full of Taste food of all kinds. They keep offering new and seasonal
tastes in their foods.
Place Utility:
As far as place is concerned, they have limited branches all over the
country so people have to travel distances to reach their spots.
Time Utility:
They have offered some Time meals which vary accordingly. They
have different meals for day time and also for breakfast and dinner.
But they make sure that when ever the customer visits their
restaurant at any time, they offer their customer the best food
according to the time.
Information Utility:
We hardly see any billboards of the SALT N PEPPER RESTAURANTS. We
can say that they’re weak in this section. Only in few places we see
their any advertisement.
Image Utility:
Whenever we listen about SALT N PEPPER, we get the Environment of
a Village because it interior and exterior looks like a Village.
Possession Utility:
Only the rich and elite class people come to this restaurant to enjoy
their meals.

Who comprise all the three types of competition to each of the


organization?

1- Alternate:
Bundu Khan and Fazal-e-Haq Dera.
2- Substitute:
Fast food like KFC, McDONALDS, Pizza and Sandwiches like Subway
3- Anything Available in the market:
Khokhas, Tuck Shops and Generel stores

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Name and list all the external micro-environmental factors that
are affecting the company’s marketing effort.

EXTERNAL MICRO ENVIRONMENTAL FACTORS

Suppliers:
Vegetable, meat and Karyana stores.
Intermediaries 1:
The hire their own people who sell the required ingredients for their
foods of all kinds.

Intermediaries 2:
They have their own outlets.
Market:
They basically target the rich and elite class of people. That’s why they
have their restaurants in posh areas like M.M ALAM Road, Liberty
Market and Clifton.

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