INTRODUCTION
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
History
Unilever was created in 1930 by the amalgamation of the operations of British soapmaker
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.
LEVER BROTHERS PAKISTAN LIMTED
Lever Brothers Pakistan Limited started its operations in 1948. A merger of Sadiq Vegetable
Oils and Allied Industries existed in Rahim Yar Khan was taken place with Lever Brothers and
HVM Company based at Karachi. As a result of merger Lever Brothers Pakistan Limited was
incorporated as an independent Unilever operating company in 1955. The company is quoted on
the Karachi, Lahore and Islamabad Stock Exchanges. Lever Brothers Pakistan Limited has
around 1900 employees in Pakistan.
Role Of Unilever In Pakistan
Lever Brothers Pakistan Limited played a dynamic role in boosting consumer products market. It
stands at a unique position due to its honesty and integrity. 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.
MISSION:
Unilever's mission is to add vitality to life. We meet everyday needs for nutrition, hygiene, and
personal care with brands that help people feel good, look good and get more out of life.
VISION STATEMENT:
Touching hearts, changing lives.
Structure of The Company:
Dedicated to the needs of the future, their structure clarifies roles, responsibilities and
decision-making across our business. The company is headed by the chairman who is assisted by
a team of 7 members known as the manage committee, which is responsible for initiating
policies and overall planning. As well as their general management duties the MC members are
each responsible for a specific function. Reporting to MC members are the Departmental heads
who are responsible for advising the MC for planning, implementation of policies and for
ensuring that targets are reached.
The management of the company is composed of a mix of international and Pakistan’s
business professionals. The management of the company includes SYED BABER ALI as a
director, who is also involved in many other organizations like Packages and other industries.
One member from each province attends the meeting. The top management of the company is
fully professional specially marketing department that is headed by Mr. JEFF LEE who has wide
experience in this field.
COMPANY GOALS:
Neither our own nor our major competitors’ objectives are simple or obvious. There are
many choices between short term and long-term profit, between growth and cash flow, between
growth in assets and growth in earnings, between proportions of earnings paid to share holders as
dividends or reinvested.
It is reasonable to assume that these different objectives of different competitors predetermine
some of their strategies and tactical behavior.
Assess the concept of product acceptability, credibility and perceived benefits.
Examine consumer’s assessment of the product, in terms of product performance
and related benefits.
Explore consumers’ reaction towards packaging.
Understand consumers’ perception of quality
Objectives
Product Development
Unilever continuously work on improving product qualities and features to capture
the market.
It analyzes the demand to check whether the product is profitable or not so that if the
product is not it should be discontinued.
It keeps an eye on the competitor’s products in order to become the market leader of
certain product.
Corporate Strategies
Leader in the consumer goods market.
Managing govt relations to influence duty on imports of raw materials and countering
smuggling of competitors goods
Human Resource Strategies
Managing employee recruitment and placement to put the right person for the right
job.
Replacement Planning.
Employee rotation in the department.
Employee training.
Remuneration survey for salary adjustments of employees.
EVALUATING THE GOALS/ OBJECTIVES
Performance Test:
Unilever main competitor is P& G its financial position is good, the market
position is average and technological performance is also average.
Consistency Test
Buyer power and trends in demand for product is expected to change in five years,
although Unilever strategy is consistent, but it may need some changes.
Substitutes or alternatives would increase as buying power changes and new taste are
developed with changing lifestyle. Unilever strategy is consistent in this case.
Likely Entrants would also increase but Unilever believes it cannot affect their market
share as they have a strong position in mind of consumers.
Competitors are going to increase but Unilever does a continuous effort to stratify
their customer needs and demands.
Supplier Power would increase in five years but Unilever strategy is consistent with
local supplier and international supplier.
