Presentation On Supply Chain Network & Advertising Campaigns Of Unilever

By Sehrish Khan Asma Siddiq Muhammad Ameen Muhammad Umair Azam Abbasi BBA 6th

INTRODUCTION
Unilever is a multi-national corporation, formed by Anglo Dutch parentage that owns many of the worlds consumer products

It was created in 1930 by the merger of British soap maker Lever brothers and Dutch margarine producer Margarine Uni
The Unilever Pakistan Limited (UPL), formerly Lever Brothers Pakistan Limited was established in Pakistan in 1948. The town of Rahimyar Khan was the site chosen for setting up a vegetable oil factory Unilever Pakistan is the largest fast-moving consumer goods (FMCG) company in Pakistan, as well as one of the largest multinationals operating in the country. The Unilever's Head Office was shifted to Karachi from the Rahimyar Khan site in the mid 60's.

Creating a better future every day

Unilever is one of the worlds leading suppliers of fast-moving consumer goods. We aim to provide people the world over with products that are good for them and good for others. Unilever is committed to investment and modern production facilities thereby contributing to economic growth and employment opportunities

Our vision

We work to create a better future every day. We help people feel good, look good and get more out of life with brands and services that are good for them and good for others. We will inspire people to take small everyday actions that can add up to a big difference for the world. We will develop new ways of doing business that will allow us to double the size of our company while reducing our environmental impact.

Fast facts - 2009

163,000 employees at the end of the year

20 nationalities among our top tier managers

89 million invested in community programmes worldwide

More than 170 countries in which our products are sold

891 million invested in R&D worldwide

264 manufacturing sites worldwide

Performance

Category highlights in 2009

Savoury, dressings and spreads

Turnover of 13,256 million Underlying sales growth of 0.1%

Personal care
Turnover of 11,846 million Underlying sales growth of 5.3%

Ice cream and beverages Turnover of 7,753 million Underlying sales growth of 4.0%

Homecare & other Turnover of 6,968 million Underlying sales growth of 7.1%

Management Activities in Lever Brothers Pakistan Limited

1. Reconnect with Consumer 2. Brand Focus 3. Pioneer New Channels 4. World Class Supply Chain 5. Simplify 6. Enterprise Culture

Categories, Brands and Regions

Strong category positions

Unilevers portfolio of categories

Leading category positions

Homecare Savoury, Dressings & Spreads Ice Cream & Beverages

Personal Care

Big global brands

Top 25 brands = almost 75% of Unilevers sales*.

* As at end 2009

The Supply Chain

The firm has segmented structure of supply chain Management. The purchasing, production control and distribution departments have responsibility for material management

PRODUCTION UNITS
RAHIMYAR KHAN (RF) KARACHI TEA FACTORY (KF) KARACHI EDIBLE FACTORY ICE CREAM FACTORY BEST FOODS FAISALABAD TEA PROCESSING PLANT (MANSEHRA)

Raw materials and ingredients

15.3 billion spent on raw materials and packaging from over 10,000 suppliers in 2009.

Our share of world volume:

Preliminary data pending audit.

Operations of Lever Brothers Pakistan Limited (Rahim Yar Khan Factory)

Material store is a place where raw material is store. The management structure of material store is given below

Function of Material Store

. Receipt of Material

Issue of Material

Oil and Fat, DFA, Liquid Caustic

Packing and Raw Material

Issue Process of Oil and Fat

Issue of Packing and Raw Material

DISTRIBUTION PROCEDURE OR SUPPLY CHAIN NETWORK

First of all production is transferred to distribution warehouse by the production department. Distribution department has two warehouses (for soap and personal products) & (for cooking oil) Company has various sales depots located in different cities throughout the country. Such as: Faisalabad Karachi Wazirabad Lahore Rahim Yar Khan (central) Rahim Yar Khan (south) Dera Ismail Khan Multan

Distribution department sends products directly to distributors or to sales depots as per instruction of sales department head office. Sales department makes sales contracts with different parties and supply by advising distribution in Rahim Yar Khan Factory.

Distribution and retailing

Around one-fifth of Unilevers sales are through ten major retail chains. Our products are sold in over 10 million small shops in developing and emerging markets. 50% of sales from developing and emerging markets.

Customer partnerships
Unilever manages a number of partnerships globally.

Unilever digital communication for supply chain

Crowd sourcing

Several examples of online tools to facilitate supply chain transparency exist or are in the pipeline it is an open source tracking tool that creates supply chain transparency through crowd sourcing an act of outsourcing tasks, traditionally performed by an employee or contractor to a large group of people or community (a crowd), through an open call E-Procurement

Unilever meets two of the key corporate strategic thrusts: World Class Supply Chain and Simplification by implementing strategic sourcing and e-procurement enablement. These are two of the six thrusts for implementation of world-class supply management: Implement executive buying # Attract, develop and retain world-class buyers # Professionalize NPI sourcing # Enable e-procurement globally # Accelerate and leverage simplification # Drive information and measurement

"Chipping of "Goods" Initiative RFID

Unilever's Supply Chain Innovation team wants to understand how better tracking of products will affect manufacturing plants, distribution centers and stores. Unilever anticipates that manufacturing plants will have to reduce the length of product runs and make other refinements to react more quickly sto changes in demand.And retailers will have to provide more timely information to suppliers.

Chipping of "Goods" initiative. The company planned to put RFID tags on 30,000 six-packs of Lynx deodorant and monitor them as they move from a manufacturing plant to three Safeway stores

Marketing campaigns

Marketing campaigns
ADVERTISING
Specific activities designed to promote a product, service or business. A marketing campaign is a coordinated series of steps that can include promotion of a product through different mediums (television, radio, print, online) using a variety of different types of advertisements. The campaign doesn't have to rely solely on advertising, and can also include demonstrations, word of mouth and other interactive techniques. There a number of ways to advertise both local and global brands in the market. Some of the very common means through which advertisement is done include: Electronics Media(easily accessible to every individual) Print Media(the importance of placing the

advertisement plays an imperative part ) Billboards(easily attracting the customers

in every possible manner)

Advertising

Innovative Types of Advertising 1. Lipton jingle (Chaye Chahyay) 2. VOLUNTARY INDUSTRY INITIATIVES ON RESPONSIBLE MARKETING ('PLEDGE PROGRAMMES') Giving out free Samples Advertising Alliance(AOL) Unilever Is Dipping Into Social Media in Asia 1. Unilever is getting into peoples mind through marketing strategies on social media, articles on a businesss website, eNewsletters, videos and articles on other websites.

2. Social Media Marketing Will Require More Diversity Just a few years ago, businesses were limited with regard to the social media networks they could implement into their marketing campaigns, with the biggies including Facebook, LinkedIn and Twitter. Now, it seems like new social media sites are appearing all the time. While some never really get off the ground, others like Google+, that allow them to produce engaging content in a variety of media forms and build their audiences across more channels than ever before. Unilevers Dove is going all out to convert women to try its body wash products with a campaign that marries mobile, social, games and video. In exchange for interacting with content, users receive coupons, gift cards, movie tickets and music downloads.

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