Presented by M.

Hassan shafiq

INTRODUCTION TO UNILEVER

Unilever was founded on 1 January 1930 by Antonius Johannes Jurgens and William Hulme Lever Incorporated here in 1948 Started building their factory at Rahim Yar Khan LBPL, the largest consumer goods producing company in Pakistan

INTRODUCTION TO PROCTER & GAMBLE

In 1837, Procter and Gamble was founded in Cincinnati by William Procter and Began. The company's first product was Ivory soap, introduced in 1879. Began working in the company in 1883 and served as president of the company from 1907-1930.

MISSION STATEMENT
Unilever

Their mission is
To add Vitality to life.
P&G

Provide branded products and superior quality and value that improve the lives of the world's consumer.

VISION STATEMENT
Unilever

Work to create a better future every day by Inspiring people and develop new ways of doing business .
P&G

Be, and be recognized as, the best consumer products and services company in the world.

CORE VALUES
Unilever
Always working with integrity Positive impact Working with others Continuous commitment

P&G
People Integrity Passion for winning

BRANDS OFFERED BY P&G

PROJECT ON

SUN SILK INTRODUCTION

It was launched in 1954 in United kingdom. sun silk was introduced in Pakistan in 1989 with three variants Related to hair type. Sun silk has not been able to gain desired share in market. LBPL relaunched suns ilk in Pakistan in 2000.

MARKET SEGMENTATION OF SUN SILK

Sun silk shampoo will be using gender and age as the basis for segmentation. This segmentation is Demographic segmentation.

Market segment of female of age 16-21 Market segment of female of age 21-40 40 above

TARGET MARKET OF SUN SILK

Their main target market is females between the age group 16-40. But in their promotional activities, they cover the whole market. These segment s are the best to make accurate promotional strategies to earn the market interest.

MARKET POISONING STRATEGY(MIND SHARE)

In the time when every young adult want to give himself a new look, Sun silk offers family size bottle in 165rps. Change packing and size to attract new customers

THE NEW COLLECTION

PRODUCT IN PAKISTAN

Head & Shoulders is world's No.1 anti-dandruff shampoo. A power brand from P&G , this brand made its debut in Pakistan in 1991. In Pakistan, H&S has a 65% market share of Anti Dandruff shampoo segment. It has consolidated this position since the new Renaissance launch.

MARKET SEGMENTATION OF HEAD AND SHOULDER

For head and shoulders it is based upon life style as well as customer preference despite of their demography or geography. The core segments are

Black hair Anti-dandruff Smooth hair

TARGET MARKET
The target market for Head & Shoulders are the Higher middle class people who are brand conscious, early adaptors and who care about the overall health of their hair.

MARKET POSITIONING STRATEGY

Head and shoulders differentiate itself from other anti dandruff shampoos by the means of introduction of new element ZPT formula. Offers family size bottle in 220rps so that is the reason it is a hot product in brand conscious people.

THE NEW COLLECTION

Hair Fall Defence

Soothing Care

Silky Black

Classic clean

Lively & Silky

Refreshing

DIFFERENCE BETWEEN
Sun silk

Head and shoulders

Sun silk came with the idea to grab the market and to be superior in the market. Sun silk can targeting the lower class, who have lower income.

Head and shoulder successfully established itself as a strong brand. Head & shoulders targeting mainly high and middle class people.

Its innovative campaigns and pervasive ways of promotion made the consumers well aware about Sun silk.

Belonging to P&G give Head & Shoulders an esteem in consumers mind.

LIST OF COMPETITORS (IN PAKISTAN)

Sun silk Pantene Dove Medicam Bio amla (in rural areas)

Head and shoulders Clean and clear Garnier

BCG MATRIX

BCG ANALYSIS
UNILEVER

P&G
Stars Gillette Pampers Cash cows Head and shoulders Ariel Dogs Camay White Question mark Oral-B Herbal Essences

Stars Sun silk Lux Cash cows Lipton Ponds Dogs Wheel Lifebuoy shampoo Question mark Clear shampoo Rin

RELATIVE MARKET SHARE OF SUN SILK AND HEAD AND

SHOULDERS

28%

38% Head and shoulders Sun silk 34% Other Brands