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ACKNOWLEDGMENT My first and foremost humble and gratitude
to Allah almighty for giving us the valor to remain dedicated to make this project
Especially our course instructor who has been encouraging us for learning.
Group Members
AYESHA AHMED MUHAMMAD ALI AZEEMAYESHA ANJUMIQRA HAMEEDMUHAMMAD SALMAN
MAIN FOCUS OF PRESENTATIONINTODUCTION OF UNILEVERINTRODUCTION OF Lipton TeaCOMPANY’S OBJECTIVETARGET MARKETINGCOMPETITORSMARKETING MIXGROWTH SHARE STRATEGIES
“BCG” MATRIXENVIRONMENTAL FECTORS
MICROENVIRONMENTMACRO ENVIRONMENT
RESEARCH METHODOLOGYSWOT ANALYSISCONCLUSIONRECOMMENDATIONSREFERENCES
INTRODUCTION OF UNILEVERMr. William Haskith Lever started his business of groceries as a wholesaler in 1877 and manufactured a soap named “Sunlight”. After 19191. Europe2. America3. Australia4. China5. Japan6. Indian Subcontinent
In 1948 Uni-Lever purchased 70% shares of the entire product manufacturing company of Pakistan and established their first chemical Laboratory and factory at Rahim Yar Khan.Finally, established the head office at Karachi and branch office at Lahore, Faisalabad, Hyderabad, Multan and Islamabad.
Product Launching History
Year Product Launched1951 Dalda Banaspati Ghee1952 Sunlight Soap1952 Life Buoy1954 Lux Beauty Soap
1954 Lipton Tea1984 Detergents1984 Food Items1994 Walls Ice Cream1996 Polka Ice Cream
INTRODUCTION OF “LIPTON YELLOW LABEL TEA”
Sir Thomas Lipton's vision to provide the best quality tea has made Lipton the number one tea in the world today. Lipton offers an option to tea lovers to enjoy their favorite drink in an exciting and refreshing way.
LIPTON’S OBJECTIVE
For launching this product Lever Brothers has some objectives and company shall launch product on the basis of following objectives.
a) Goodwill of Companyb) Good Qualityc) Want Satisfaction
LIPTON’S RANGE
Lipton Yellow Label pack Lipton Yellow Label Value Pack Lipton Yellow Label Jar Lipton Green Tea
Lipton Green Tea Jasmine Lipton Green Tea Mint
TARGET MARKET
1) Upper Class2) Middle Class3) Lower Class
COMPETITORSi)Branch Competitors
a) Broke Bondb) Tapal Dan-e-Darc) Alkozay Tead) Isfahanie) Kenya Mixture Teaf) Gul Bahar Green Tea
ii)Substitute Competitorsa) Kehwahb) Johar Joshandac) Coffee
iii)General Competition Open Tea
MARKETING MIX
PRODUCTPRICEPLACEPROMOTION
“BCG” MATRIX
ACCORDING TO THE BCG MATRIX “LIPTON YELLOW LABEL TEA” HAVING HIGH GROWTH RATE AND HIGH MARKET SHARE LIES AS THE “STARS”
HIGH
LOW
HIGH
Stars Question Mark
LOW Cash Cow
Dogs
MARKET
GRO
WTH
RATE
MARKET SHARE
Environmental factorMICROENVIRONMENT Company Suppliers Market intermediaries Competitors Publics
MACRO ENVIRONMENT Political Economical Social technical
INSTRUMENTAL RESEARCH
INTERVIEWPRIMERY SOURCESCONDERY SOURCEQUESTIONNAIRE