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GROUP MEMBERS

Creating the better future everyday

Unilever is one of the world’s leading suppliers of fast-moving consumer goods.

Their aim is to provide people the world over with products that are good for them and

good for others.

The consumer goods giant grew out of a

merger in 1930 between Dutch margarine

company Margarine Unie and British soap maker Lever Brothers..

Unilever Pakistan History

Established in some 50 years ago.

Lifebuoy, Lux, Surf and Walls.

First factory established in 1958 in

The town of RahimYar Khan

Unilever Pakistan is the largest FMCG company in

Pakistan

as well as one of the largest

multinationals operating in the country

The company operates

through 5 regional offices, 4

wholly owned. and 6 third

party manufacturing

sites across Pakistan.

The company contributes a

significant proportion of the country's taxes through operating its factories in

different locations in the

country

Unilever’s Portfolio of Categories

Vitality is at the heart of everything we do. It's in our brands, our people

and our approach to business.

We help people around the world meet everyday needs for nutrition, hygiene and

wellbeing, with brands that help people look good, feel

good and get more out of life.

Dove Shampoo

Popular shampoo brand in Pakistan is Dove. Dove is offering different shampoos for all types of hair.

nourishing oil care shampoo

color rescue shampoo

dryness care shampoo

intense repair shampoo

daily shine shampoo

straight and silky shampoo

Industry Overview

Suave and Tresemme are two dry shampoo brands which are sold in Pakistan.

Dry shampoos do not have much awareness in Pakistan and the ones that are being used are mostly by professionals (hairstylist and hairdressers at salons and

parlors).

Market currently faces strategic challenges from the changes in consumer needs and preferences

Intensified competition among rival producers along with gradual expansion in consumer choice.

Dove Sales Estimation

Dove had an estimated sales of 10,000,000 (1 Million) last year (2013) and now we are going to increase the brand equity of Dove Shampoo by 10% through line

extension of the Dove Shampoo.

1000000 × 10/100 = 100000

1000000 + 100000= 1100000

Our Price:

We are going with 410 Rs. of

400ml bottle

200ml with price 210

100ml with price 140

Our Pricing strategy

penetration pricing..

Market analysis

First movers advantage which we are going to avail to gain market share and to increase the

brand equity of Dove.

We are targeting a market niche with a strong potential and hence it is essential

that we focus our resources in a

particular geographic region

(urban areas) where we can easily

establish awareness and demand for our

product.

Due to current fashion trends,

beautiful hair and hair styling is

considered the most significant part of a lady’s personality.

Competitors

Indirect competitors:

Direct

competitors:

Effective segmentation:

Accessible.

Substantial.

Actionable.

Distribution.

Media plan:

The media budget of eighty Million Rupees for our product Dove Dry shampoo has been allocated in various media such as

electronic (television), print (newspaper and magazine) and out of home advertising (billboards and streamers).

Marketing Objective:

To increase the brand equity of Dove Shampoo by 10% within 4 months in the

urban area of Pakistan by product development (line extension) of Dove

brand.