final report of c.b

7/31/2019 final report of c.b

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INTRODUCTION TO UNILEVER

No matter who you are, or where in the world you are, the chances are that Unilevers

products are a familiar part of your daily routine. Every day, around the world, people reachfor Unilever products.

UNILEVER TODAY

Unilevers brands are trusted everywhere and, by listening to the people who buy them,

Unilever has grown into one of the world's most successful consumer goods companies. In

fact, 160 million times a day, someone somewhere chooses a Unilever product.

Look in your fridge, or on the bathroom shelf, and you're bound to see one ofUnilevers well-known brands. Unilever creates market and distribute the products that people choose to

feed their families and keep themselves and their homes clean and fresh.

People's lives are changing fast. As the way we all live and work evolves, our needs and tastes

change too. At Unilever, they aim to help people in their daily lives. So Unilevers keep

developing new products, improving tried and tested brands and promoting better, more

efficient ways of working.

Unilevers have a portfolio of brands that are popular across the globe - as well as regional

products and local varieties of famous-name goods. This diversity comes from two ofUnilevers key strengths:

Strong roots in local markets and first-hand knowledge of the local culture. World-class business expertise applied internationally to serve consumers everywhere.

Focusing on performance and productivity, Unilever encourage their people to develop new

ideas and put fresh approaches into practice. Hand in hand with this is a strong sense of

responsibility to the communities Unilever serve. Unilever don't only measure success in

financial terms; how Unilever achieve results is important too. Unilever work hard to conduct

their business with integrity - respecting their employees, their consumers and the

environment around us.


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UNILEVER PAKISTAN

In 1948, it was established in Pakistan, in a small town of Rahim Yar Khan. Nature of their business enables their brands to be the pulse and heartbeat of the 164 million

people in Pakistan it operates through 4 regional offices.

4 wholly owned and 6 third party manufacturing sites across Pakistan. The company contributes a significant proportion of the country's taxes. Employs a large number of local managers and workers.

MISSION

Unilever's mission is to add vitality to life. We meet everyday needs for nutrition, hygiene, and personal cares with brands that help

people feel good, look good and get more out of life.

VISION STATEMENT

Make a positive difference to the lives of low income consumers. Create new opportunities for growth. Improve the overall quality of life in Pakistan, by promoting education, nutrition, health and

hygiene.

PURPOSE & PRINCIPLES

Unilevers corporate purpose states that to succeed requires "the highest standards of

corporate behavior towards everyone we work with, the communities we touch, and theenvironment on which Unilever have an impact."

ENVIRONMENT & SOCIETY


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Unilevers commitment to communities and the environment is integral to the way Unilever

do business

SCIENCE & TECHNOLOGY

Innovation enables Unilever to meet people's needs and aspirations in ways that engage and

appeal

NUTRITION, HYGIENE & PERSONAL CARE

Unilever is constantly striving to create more foods that make a positive contribution to

health

PRODUCT RANGE

Unilever divide their product range in four categories which are as follows:

Healthy living Cooking & eating Around the house Beauty & style

HISTORY OF UNILEVER

Unilever's corporate mission to add vitality to life shows how clearly the business

understands 21st century-consumers and their lives. But the spirit of this mission forms a

thread that runs throughout Unilevers history.

HELPING PEOPLE GET MORE OUT OF LIFE

In the 1890s, William Hesketh Lever, founder of Lever Bros, wrote down his ideas for Sunlight

Soap his revolutionary new product that helped popularize cleanliness and hygiene in


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Victorian England. It was 'to make cleanliness commonplace; to lessen work for women; to

foster health and contribute to personal attractiveness, that life may be more enjoyable and

rewarding for the people who use our products'.

This was long before the phrase 'Corporate Mission' had been invented, but these ideas have

stayed at the heart of our business. Even if their language - and the notion of only women

doing housework has become outdated.

In a history that now crosses three centuries, Unilever's success has been influenced by the

major events of the day economic boom, depression, world wars, changing consumer

lifestyles and advances in technology. And throughout we've created products that help

people get more out of life cutting the time spent on household chores, improving

nutrition, enabling people to enjoy food and take care of their homes, their clothes and

themselves.

BALANCING PROFIT WITH RESPONSIBLE

CORPORATE BEHAVIOUR

In the late 19th century the businesses that would later become Unilever were among the

most philanthropic of their time. They set up projects to improve the lot of their workers and

created products with a positive social impact, making hygiene and personal care

commonplace and improving nutrition through adding vitamins to foods that were already

daily staples.

Today, Unilever still believes that success means acting with 'the highest standards of

corporate behavior towards our employees, consumers and the societies and world in which

we live'. Over the years we've launched or participated in an ever-growing range of initiatives

to source sustainable supplies of raw materials, protect environments, support local

communities and much more.

Through this timeline you'll see how our brand portfolio has evolved. At the beginning of the

21st century, our Path to Growth strategy focused us on global high-potential brands and our

Vitality mission is taking us into a new phase of development. More than ever, our brands are

helping people 'feel good, look good and get more out of life' a sentiment close to Lord

Leverhulme's heart over a hundred years ago.


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TIMELINE

19TH CENTURY

Although Unilever wasn't formed until 1930, the companies that joined forces to create the

business we know today were already well established before the start of the 20th century.

The business expands into Central and Eastern Europe and further sharpens its focus on

fewer product categories, leading to the sale or withdrawal of two-thirds of its brands.

THE 21ST CENTURY

The decade starts with the launch of Path to Growth, a five-year strategic plan, and in 2004

further sharpens its focus on the needs of 21st century-consumers with its Vitality mission.Unilever is one of the world's leading suppliers of fast-moving consumer goods. Here are

some recent highlights from our three global divisions - Foods, home care and personal care.

BRANDS OF UNILEVER

160 million times a day, in 170 countries, people use the products of Unilever brands at key

moment of their day.

1. FOOD BRANDSUnilever is one of the world's leading food companies. Unilevers passion for understanding

what people want and need from their food - and what they love about it - makes Unilevers

brands a popular choice.

BADAMI

"Badami" is Walls response to the traditional kulfi.

BLUE BAND


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Blue Band is essential for a familys healthy growth and development and to enjoy a

lifestyle full of vitality.

BROOKE BOND A1

Brook Bond A1 is the strong cup of tea that gives the strength to face challenges and stand

up for what you believe in.

BROOKE BOND SUPREME

Brooke Bond Supreme is part of life for the Pakistani consumer, bringing families closer

together with its rich taste and traditions

CORNETTO

The Cornetto experience consists of a delicious, crispy-baked wafer, coated inside fro m top

to bottom with a chocolate layer, rich ice cream inside, topped off with sauce and chocolate

chips.

ENERGILE

Energile Bringing Vitality to your life.

FRUTTARE

Fruttares mission is to inspire in people the freedom to indulge by providing both pleasure

and health through the natural goodness of fruit without the guilt of too many calories.

KNORR

Knorr believes in adding magic to every day meal moments.

LIPTON

Lipton is Tea Tea is Lipton.

MAGNUM


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Celebrate pleasure with the tempting Magnum range an irresistible combination of thick,

cracking chocolate with creamy vanilla ice cream.

PEARL DUST

Lipton Pearl Dust is the Sindhi soul that imbues intimacy and warmth in a couples

relationship

RAFHAN

From the highly nutritious and healthy Corn Oil to the lip smacking Desserts Rafhan today

offers a complete meal package with the cherry on top!

UNILEVER

Unilever Food Solutions helps chefs serve tasty, wholesome meals that keep guests coming

back for more. We create ingredients that save precious prep time in the kitchen, without

compromising on flavor or flair.

WALL'S DESSERTS

At Walls, we like to think we have one of the best jobs in the whole world; making delicious

frozen dessert treats for the whole family.

WALL'S HEART BRAND

The Walls Heart brand stands for a good honest scoop of pleasure.

WALL'S KID'S RANGE

Walls Kid's Range brings to you the surprise of delicious frozen desserts wrapped around fun

and adventure.

2. HOMECAREBRANDS


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In many parts of the world Unilever lead the home care market, with brands such as Omo,

Surf, Comfort and CIF. It's more than just hygiene with homes and clothes that are clean

and cared for, Unilever help us get more out of life.

COMFORT

Comfort was launched in Pakistan in July 2007 and is available in 3 variants: Comfort Floral

Pink, Comfort Classic Blue and Comfort Pure White.

RIN

Consumer insight shows that one of the leading drivers that indicate a good wash is the level

of whiteness and brightness that clothes have after the use of a detergent powder. Rin is

formulated to offer whiteness and bring back life in your everyday clothes.

SUNLIGHT

Sunlight aims to transform the chore of washing clothes into a moment of delight for

Pakistani housewives by giving them a magical wash experience of lemons and thousands of

flowers.

SURF EXCEL

Remember when you were a child? How you were free to explore, returning home covered in

dirt and other stains that you wore like the badges of an intrepid discoverer?

VIM

The globally renowned brand with its revolutionary one-wipe degreasing formula, now in

Pakistan!

3. PERSONAL CARE BRANDSUnilevers personal care brands, including Dove, Lifebuoy, Lux, Pond's, Rexona and Sunsilk,

are recognized and respected around the world. They help consumers to look good and feel

good and in turn get more out of life.


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CLEAR

Clear spells confidence for the young Pakistanis of today.

CLOSE UP

Our mouths are our gateway to life. We use them to eat, drink, talk, laugh, and smile and

what not!

DOVE

To help you enjoy your own brand of beauty, Dove provides an extensive range of cleansing

and personal care products.

FAIR &LOVELY

Asias leading fairness brand.

LIFEBUOY SHAMPOO

Providing healthy hair to all Pakistani consumers.

LIFEBUOY SOAP

Lifebuoy's goal is to provide affordable and accessible hygiene and health solutions.

LUX

Lux brings out the star in you!

PONDS

Making a real difference to women's skin and the way they live their lives.

REXONA

With Rexona you know your deodorant wont let you down.


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SUNSILK

Sunsilk provides real solutions to women's everyday hair needs everywhere.

VASELINE

To help you enjoy great, healthy skin everyday.

LIFE STORY: THE HISTORY OF LIFEBUOY

HISTORYOFLIFEBUOYSOAP

Lifebuoy is a famous and distinctive brand of soap that was created by the Lever Brotherssoap factory in 1894. It was the first soap to use carbolic acid, which gave it a red color and

strong, medicinal scent. Lifebuoy is still manufactured today and is the leading brand of soap

in many developing countries.

HISTORY

In 1885 William Hesketh Lever and his brother James began a small factory in Warington,

England, where they used palm and vegetable oils instead of tallow to produce soap. The first

soap they produced was called Sunlight Soap, which was used primarily for householdcleaning.

As the Lever Brothers' business grew, they expanded their company and built a larger factory

as well as an employee village for workers on the Wirral Peninsula (eventually called Port

Sunlight) across from Liverpool. While in Port Sunlight, the company began to experiment

with creating different types of soap and Lifebuoy was born.

The brand went global in 1911 and began distributing to countries such as the United States,

Germany, Switzerland and Canada.

A CATALYST FOR DISCOVERY:THE INDUSTRIAL REVOLUTION

In 1894, William Hesketh Lever launched Lifebuoy in the UK as the Royal Disinfectant Soap.


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Lever grew up in industrialized Bolton, Lancashire, which was a typical English city of the

Industrial Revolution era, with thousands of people living in slums where disease ran

rampant. Epidemics of typhoid, dysentery and yellow fever were common and infant

mortality was exceptionally high.

'Cleanliness is next to godliness' was a common theme of reformist groups, which demanded

hygiene education and improved living conditions for the poor and working classes. They also

demanded a preventative approach to reduce disease and illness that were primarily caused

by unsanitary conditions.

THE ROLE OF CARBOLIC ACID

Discovered in the 1860's, carbolic acid had antibacterial properties and was frequently usedin hospitals. Lifebuoy soap became the world's first health soap to contain the revolutionary

ingredient.

Right from its launch, Lifebuoy was always regarded as more than just soap by its consumers.

It became a daily fixture in their lives, as it provided the entire family with hygiene and

protection from disease a true 'lifesaver'.

Carbolic acid also gave Lifebuoy soap its distinctive scent, which became synonymous with

cleanliness and health for years to come.

LEVER'S VISION AND THE BRAND'S SOCIAL MISSION

Lever believed each business had responsibilities towards the community at large, and saw

Lifebuoy as a vehicle to promote hygiene and better living standards for all.

From its launch in 1894, marketing of the Lifebuoy brand focused on hygiene education as a

means to fight disease. The brand's advertising counselled audiences on various health

issues, including the role of germs and microbes in spreading disease while providing tips to

keep the home and family clean and healthy. Press campaigns, working demonstrations and

door-to-door visits were all integral to the Lifebuoy campaigns to educate people about

hygiene.

A GLOBAL BRAND FROM THE START; A GLOBAL BRAND TODAY


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Lifebuoy first came to South Asia via India in 1895, entering a large, complex market. By the

mid-1930s, there was such demand for the brand that the Lever Brothers started

manufacturing Lifebuoy soap at several factories in India.

A number of sophisticated distribution routes by road, rail and water channels were created

to extend the brands reach to consumers in Sri Lanka, Burma, Bangladesh, and Pakistan

markets that all had a pressing need for hygiene education and disease control.

As one of the first carbolic soaps to be sold in these markets, the germ protection efficacy of

Lifebuoy provided vital hygiene protection.

PRODUCT PORTFOLIO OF LIFEBUOY

The Lifebuoy brand has, since 1894, supported people in their quest for better personal

hygiene. The classic red bar of Lifebuoy soap and its distinctive carbolic smell has been

synonymous with cleanliness throughout the twentieth century.

Today, the Lifebuoy brand is more than the quintessential bar of red soap. With its six bar

soap variants and specially designed body washes, Lifebuoy protects your family from 10

infection causing germs. These, along with its range of liquid hand wash and hand sanitizer

ensure daily hygiene and freshness for your entire family.

1)BARSOAPMothers are the true experts when it comes to their familys health. These six variants help

you protect your family from the 10 infection causing germs and stay one step ahead of them.

LIFEBUOY TOTAL PROTECT BAR SOAP

Active kids need unbeatable, long-lasting protection from germs. Lifebuoy Total protect Bar

Soap is lab-proven to keep your family protected from 10 infection causing germs.

LIFEBUOY MILD CARE BAR SOAP

Lifebuoy Mild care Bar Soaps special formula is designed for delicate skin, balancing

protection and care. It protects from 10 infection causing germs.


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LIFEBUOY NATURE PURE BAR SOAP

Trust nature to offer the safest and most effective solution. Lifebuoy Nature pure Bar Soap

draws from the goodness of herbal extracts, which is safe on skin and lab-proven to keep

your family protected from 10 infection causing germs.

LIFEBUOY ACTIVFRESH BAR SOAP

Your active lifestyle demands protection from odour causing germs. Lifebuoy Activfresh Bar

Soap is lab-proven to fight germs that cause body odour, providing long-lasting freshness and

protection.

LIFEBUOY VITA PROTECT BAR SOAP

Lifebuoy Vita protect Bar Soap, with Vitamin A, C & E extracts, helps protect from 10 skin

infection causing germs, and its combinations of vitamins help nourish the skin.

LIFEBUOY MOISTURE PLUS BAR SOAP

Lifebuoy Moisture plus Bar Soap, with yoghurt extracts, helps protect from 10 skin infection

causing germs, while goodness of yoghurt helps moisturize skin.

2)BODYWASHEveryday, dirt and pollution blocks pores, providing a fertile breeding ground for harmful

germs, ultimately resulting in various skin problems. Lifebuoy Body Wash provides deep

cleansing of pores, protecting against the three root causes of skin health problems clogged

pores, over-drying, and germs.

LIFEBUOY TOTAL PROTECT BODY WASH

Designed for active kids who need unbeatable protection, Lifebuoy Total protect Body Wash

provides long-lasting germ protection after a bath.

LIFEBUOY MILD CARE BODY WASH


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Sensitive skin demands a balance between protection and care. Lifebuoy Mild care Body

Washs special formula is designed to be mild on delicate skin, at the same time protecting it

from germs.

LIFEBUOY

NATURE PURE

BODY

WASH

Lifebuoy Nature pure Body Wash has the goodness of herbal extracts. It is safe on skin and

lab-proven to keep your family protected from germs

LIFEBUOY ACTIVFRESH BODY WASH

Lifebuoy Activfresh Body Wash envelopes you in its fresh fragrance protects you from odour

causing germs and helping you keep your active lifestyle intact.

LIFEBUOY VITA PROTECT BODY WASH

Lifebuoy Vita protect Body Wash, with Vitamin A, C & E extracts, cleanses deep into pores to

protect from 10 skin infection causing germs, and its combinations of vitamins help nourish

the skin.

LIFEBUOY MOISTURE PLUS BODY WASH

Lifebuoy Moisture plus Body Wash, with yoghurt extracts, cleanses deep into pores to protect

from 10 skin infection causing germs, while goodness of yoghurt helps moisturize skin.

3)HANDWASHClean, germ-free hands are the key to good health, as ingestion of germs from unhygienic

hands at mealtimes is the most likely cause for common diseases. Lifebuoy Hand wash offers

germ protection, with a unique formulation that generates a rich lather. This provides an

effective and hygienic wash in every corner of the hands and nails, at the same time leaving

your hands pleasantly fragrant.

LIFEBUOY TOTAL HAND WASH


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Our hands help us experience the world and are often the part of our body most exposed to

germs. Lifebuoy Total Hand Wash is proven to protect hands from the germs that cause

diarrhoea and stomach infections.

LIFEBUOY

CARE

HAND

WASH

We use our hands to do a lot of our work throughout the day, which can sometimes leave

them feeling dry and sensitive. Lifebuoy Care Hand Wash provides gentle, moisturizing germ

protection that leaves your hands soft and supple.

LIFEBUOY NATURE HAND WASH

Lifebuoy Nature Hand Wash offers protection from germs with the natural goodness of

ingredients such as herbal extracts, leaving hands with a pleasant fragrance.

LIFEBUOY ACTIVFRESH HAND WASH

Working in the kitchen, odour from food items tends to persist on your hands even hours

after washing. Lifebuoy Activfresh Hand Wash provides proven protection for hands against

germs and persistent kitchen odours.

4)HANDSANITIZERLifebuoy Hand Sanitizer is ideal to sanitize your hands on all the below mentioned moments

and keep them germ & virus free:

Before eating After sneezing After shaking hands After using/touching common objects like lift button, door knobs

WHY LIFEBUOY HAND SANITIZER?

Lifebuoy Hand Sanitizer effectively disrupts bacterias cell membrane & viruss outer coatthereby kills bacteria & inactivates viruses on your hands.


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Proven to instantly kill 99.99% germs without water. Proven to kill H1N1 virus Dries quickly, is non-sticky and has soothing fragrance. Has Moisturizer and Vitamin E to keep your hands soft and smooth

5)MENSRANGEMale skin is more oily and sweaty, making it more prone to attacks from germs that cause

skin problems and body odour.

Lifebuoy Men's Body Washes are specially formulated to wash away excess oil and sweat,

protecting against body odour and other problems caused by germs. Two variants provide the

most important benefits to men's skin:

Deodorizing - protection from sweat and stickiness, and Hydrating - helping to moisturize skin.6)CLEAR SKIN

Lifebuoy Clear Skin provides specialist protection from acne, which results from oil and dirt

coming together. Mineral clay or "multani mitti" absorbs the oil from your skin, while

washing away germs and dirt to greatly reduce the incidence of acne. In fact, Lifebuoy Clear

Skin is proven to reduce acne by up to 70% in six weeks, guaranteeing visibly clearer skin.

COMPETITORS OF LIFEBUOY SOAP

Lifebuoy has two major viable competitors in Pakistan:

A.DETTOL SOAPS Dettol Original Antibacterial Soap contains an active germicide that gives protection from

germs including E.coli and Salmonella. Used regularly helps to combat perspiration odour and

leaves skin reassuringly clean & healthy.


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Dettol soap has four variants in the market available nationally - Dettol Original, DettolSkincare, and newly launched Dettol Fresh. The new improved soap range continues to bear

recommendation from IMA - India Medical Association.

Dettol is the trade name for a line of liquid and solid antiseptic cleansing productsmanufactured by Reckitt Benckiser. It is ranked as the 48th most trust brand in India by The

Brand Trust Report 2011.

As several of the ingredients are insoluble in water, Dettol produces a white emulsion of oildroplets when diluted during use.

The active ingredient which defines its unique antiseptic property is an aromatic chemicalcompound known as chloroxylenol (C8H9ClO).

Chloroxylenol makes up 4.8% of Dettol's total mixture, with the rest composed ofpineoil, isopropanol, castor oil soap, caramel, and water.

The traditional liquid product is a light yellow colour, but becomes milky white when dilutedin water. The diluted mixture can be used to clean cuts or wounds, etc.

Diluted Dettol may also be used to treat acne, however, no trial have been done, and is notapproved for this indication by the Food and Drug Administration (FDA).

B.SAFEGUARD SOAPS Safeguard is an anti-bacterial soap that provides superior longer lasting germ protection.

Safeguard helps protect your family from germs which are found everywhere even on

apparently clean surfaces.

Safeguard is a leading antibacterial soap that provides superior longer lasting germ protectionfor the entire family. Launched in Pakistan in 1995 by Procter & Gamble (P&G), Safeguard has

set new standards for defining "health & hygiene" in Pakistan.

Being the Doctors No. 1 Choice, it is recommended by health experts across Pakistan.POSITIONING OF LIFEBUOY SOAP

Lifebuoy soap is a very old brand of bath soap in Pakistan. Life Buoy is an anti bacterial soap

and in the beginning it positioned itself on its antibacterial qualities, lifebuoy gained a

number of customers with this positioning, but then there comes the competition with the

Dettol soap & Safeguard. All this put Lifebuoy out of lime light and to survive in market,

Lifebuoy positioned itself on price it became low price antibacterial soap. This strategy mayhave boosted short term sales of Lifebuoy but it lost its brand value and credibility in the

minds of customers. Lifebuoy needed to reposition itself on quality rather than price.
http://en.wikipedia.org/wiki/Trade_namehttp://en.wikipedia.org/wiki/Antiseptichttp://en.wikipedia.org/wiki/Reckitt_Benckiserhttp://en.wikipedia.org/wiki/The_Brand_Trust_Reporthttp://en.wikipedia.org/wiki/The_Brand_Trust_Reporthttp://en.wikipedia.org/wiki/Emulsionhttp://en.wikipedia.org/wiki/Aromatic_chemical_compoundhttp://en.wikipedia.org/wiki/Aromatic_chemical_compoundhttp://en.wikipedia.org/wiki/Chloroxylenolhttp://en.wikipedia.org/wiki/Pine_oilhttp://en.wikipedia.org/wiki/Pine_oilhttp://en.wikipedia.org/wiki/Isopropanolhttp://en.wikipedia.org/wiki/Castor_oilhttp://en.wikipedia.org/wiki/Caramelhttp://en.wikipedia.org/wiki/Waterhttp://en.wikipedia.org/wiki/Ouzo_effecthttp://en.wikipedia.org/wiki/Ouzo_effecthttp://en.wikipedia.org/wiki/Acne_vulgarishttp://en.wikipedia.org/wiki/Food_and_Drug_Administrationhttp://en.wikipedia.org/wiki/Food_and_Drug_Administrationhttp://en.wikipedia.org/wiki/Acne_vulgarishttp://en.wikipedia.org/wiki/Ouzo_effecthttp://en.wikipedia.org/wiki/Ouzo_effecthttp://en.wikipedia.org/wiki/Waterhttp://en.wikipedia.org/wiki/Caramelhttp://en.wikipedia.org/wiki/Castor_oilhttp://en.wikipedia.org/wiki/Isopropanolhttp://en.wikipedia.org/wiki/Pine_oilhttp://en.wikipedia.org/wiki/Pine_oilhttp://en.wikipedia.org/wiki/Chloroxylenolhttp://en.wikipedia.org/wiki/Aromatic_chemical_compoundhttp://en.wikipedia.org/wiki/Aromatic_chemical_compoundhttp://en.wikipedia.org/wiki/Emulsionhttp://en.wikipedia.org/wiki/The_Brand_Trust_Reporthttp://en.wikipedia.org/wiki/The_Brand_Trust_Reporthttp://en.wikipedia.org/wiki/Reckitt_Benckiserhttp://en.wikipedia.org/wiki/Antiseptichttp://en.wikipedia.org/wiki/Trade_name


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RE-POSITIONING CAMPAIGN

The repositioning campaign of Lifebuoy was started at 2008, but it became more prominent

and became effective in 2009, Lifebuoy along with the advertisement has improved its qualityand fragrance, most of the people had shifted from lifebuoy because it was low quality and it

smelled terribly, as Lifebuoy has improved its quality all it needed to run an effective

advertisement campaign to get the customers attention. The advertisement team of Lifebuoy

came up with excellent theme.

Healthy Hoga Pakistan

And it is targeting parents which are their target market, Lifebuoy made very effective ad

and it also used fear strategy (which is effective in case of antibacterial soap). This has

enabled Lifebuoy to get more and more customers. Now days, Lifebuoy is every where in

Television, Radio, Newspapers and Billboards, Lifebuoy is running a huge campaign topromote itself which is very necessary in case of repositioning the brand.

MARKETING MIX OF LIFEBUOY

PRODUCT

Launched as carbolic red disinfectant soap. Initially meant only for health & hygiene. Moved on to freshness, beauty care, nature care & deodorant. Rejuvenated product cycle by increasing line /length.

PRICE

Targeted lower & middle income groups mainly the rural consumers. Priced at comparatively low price to attract more customers. Moved on to high prices following the process of trading-up.

PLACE

With strong distribution channel mainly targeted rural market.PROMOTION


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Initially positioned as a male brand then moved on to family.BRAND

Used health programs for promotion to make people aware about health & hygiene.

PRODUCT LIFE CYCLE OF LIFEBUOY

INTRODUCTION

Launched in 1895 and positioned as health and value platform. Targeted initially at male with unique jingle. Promoted by football players and athletes. The soap was brick red and carbolic ingredient.

GROWTH

Grown at very fast rate. Sold almost in every part of Pakistan. Promotion and distribution channel strengthen to maintain supply.

MATURITY


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Over period of 100 years, reached its maturity level. Market share becoming almost stagnant. Some customers became loyal while some went for new product. Same brand image limited consumer base.

DECLINE STAGE

Soap market fairly sluggish in 2001. Lifebuoy share declined more than market decline.15--20% decline in volume of sale.

RE-LAUNCH

Lifebuoy no longer a carbolic soap. Its now toilet soap with different health fragrance. Size, formulation, packing, perfume had size, and formulation had undergone sea change. At the beginning focus on male, now focus is on whole family. Regained its position as strongest brand in soap market.

RESEARCH OBJECTIVES

We are conducting our research report on consumer behavior topic of consumer concept test.

In which we analyzed the consumer psyche towards the lifebuoy soaps and had different

perceptions of consumer about it.

SAMPLE SIZE

The population or sample size we have acquired is about 100 individuals.

RESEARCH METHODOLOGY

For accessibility and availability of information we have chosen to work on the research on

consumer behavior of Pakistan Unilever Ltd. As the company operates in the market with ahuge number of products in different industries, we have decided to focus on one of their

world wide successful brands, LIFEBUOY. Most of the information used in this report is from:

PRIMARY SOURCES


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The main source of information was the focus group discussions. We have chosen close ended questionnaire research. In which we had prepared a

questionnaire consisting of 18 different questions about lifebuoys soaps. In questionnaire we

had used different scales of measurement the firs one is 5 likert scales (i.e, excellent, very

good, good, fair, and bad). The second is base on different color scale (i.e, red, green, white).And last consist of dichotomous scale (i.e, yes and no).

SECONDARY SOURCES

In addition information was also collected from websites.

SAMPLE OF QUESTIONNAIRE

NAME:

GENDER: Male FemaleQULIFICATION:

AGE: 15-25 26-30 31-35 36-above

OCCUPATION

NOTE: ( ) Mark One Option From Each Question.

EXCELLENT VERY

GOOD

GOOD FAIR BAD

5 4 3 2 1

1. Rank, whenever you hear about lifebuoys soaps, what perception is created in your mindaccording to the level of a brand?

5 4 3 2 12. Rank, lifebuoys soaps range?


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5 4 3 2 13. Rank, how much the shape of lifebuoys soaps is good?

5 4 3 2 14. Rank, lifebuoys soaps packaging?

5 4 3 2 15. Rank, lifebuoys soaps price or affordability?

5 4 3 2 16. Rank, how does lifebuoy seems as antibacterial soap?

5 4 3 2 17. Rank, how much you satisfy with the quality of lifebuoys soaps?

5 4 3 2 18. Rank, how much lifebuoys soaps advertisement and sales promotions attract you for buy its

soaps?

5 4 3 2 19. Rank, how much you motivated with the concept ofhand wash with lifebuoys soaps?

5 4 3 2 110.What rank you give to the availability of lifebuoys soaps in the market?

5 4 3 2 111.Rank, how much lifebuoy soaps are better then its competitors like Safeguard and Dettol?

5 4 3 2 112.Which rank you give of re-launch to the lifebuoys soap after its decline?

5 4 3 2 113.Rank, how much you like the celebrity endorsement in lifebuoys ads like Waseem Akram?

5 4 3 2 1


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14.Which lifebuoys soap you prefer most? Lifebuoy total(Red) Lifebuoy nature(Green) Lifebuoy care(White)

15.Which lifebuoys soaps fragrances you like most? Lifebuoy total(Red) Lifebuoy nature(Green) Lifebuoy care(White)

16.Which lifebuoys soaps color you like most?

17.Do you like the lifebuoys campaign, healthy hoga Pakistan? YES NO

18.If lifebuoy introduce its beauty soap, will you buy it or not? YES NO

DATA COLLECTION & FINDINGSResult after analyzing the research, falls as follows:

QUESTION # 01 RANK PERCENTAGE %

Rank, whenever

you hear about

lifebuoys soaps,

what perception is

created in yourmind according to

the level of a

brand?

EXECELLENT 13%

VERY GOOD 31%

GOOD 33%

FAIR 17%

BAD 6%

Lifebuoy total(Red) Lifebuoy nature(Green) Lifebuoy care(White)


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Rank, lifebuoys

soaps range?

EXECELLENT 8%

VERY GOOD 30%

GOOD 35%

FAIR 20%

BAD 7%


Rank, how much

the shape of

lifebuoys soaps is

good?

EXECELLENT 17%

VERY GOOD 17%

GOOD 40%

FAIR 18%

BAD 8%


Rank, lifebuoys

soaps packaging?

EXECELLENT 9%

VERY GOOD 27%

GOOD 46%

FAIR 13%

BAD 5%


Rank, lifebuoys EXECELLENT 25%


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soaps price or

affordability?

VERY GOOD 27%

GOOD 27%

FAIR 17%

BAD 4%


Rank, how does

lifebuoy seems as

antibacterial

soap?

EXECELLENT 12%

VERY GOOD 31%

GOOD 32%

FAIR 18%

BAD 7%


Rank, how much

you satisfy with

the quality of

lifebuoys soaps?

EXECELLENT 18%

VERY GOOD 28%

GOOD 35%

FAIR 16%

BAD 3%


Rank, how much

lifebuoys soaps

advertisement

and sales

promotions

attract you for buy

EXECELLENT 18%

VERY GOOD 20%

GOOD 44%

FAIR 14%


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its soaps? BAD 4%


Rank, how much

you motivated

with the concept

of hand wash with

lifebuoys soaps?

EXECELLENT 13%

VERY GOOD 34%

GOOD 29%

FAIR 18%

BAD 6%


What rank you

give to the

availability of

lifebuoys soaps in

the market?

EXECELLENT 34%

VERY GOOD 32%

GOOD 23%

FAIR 5%

BAD 6%


Rank, how much

lifebuoy soaps are

better then its

competitors like

Safeguard and

Dettol?

EXECELLENT 8%

VERY GOOD 23%

GOOD 32%

FAIR 25%

BAD 12%



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Which rank you

give of re-launch

to the lifebuoys

soap after its

decline?

EXECELLENT 13%

VERY GOOD 39%

GOOD 27%

FAIR 16%

BAD 5%


Rank, how much

you like the

celebrity

endorsement inlifebuoys ads like

Waseem Akram?

EXECELLENT 24%

VERY GOOD 32%

GOOD 19%

FAIR 17%

BAD 8%

QUESTION # 14 SOAP PERCENTAGE %

Which lifebuoys

soap you prefer

most?

RED 31%

GREEN 27%

WHITE 42%

QUESTION # 15 FRAGRANCE PERCENTAGE %

Which lifebuoys

soapsfragrances

you like most?

RED 33%

GREEN 19%

WHITE 48%

QUESTION # 16 COLOUR PERCENTAGE %

Which lifebuoys RED 39%


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soaps color you

like most?

GREEN 29%

WHITE 32%

QUESTION # 17 OPTIONS PERCENTAGE %

Do you like the

lifebuoys

campaign,

healthy hoga

Pakistan?

YES 86%

NO 14%

QUESTION # 18 OPTIONS PERCENTAGE %

If lifebuoy

introduce its

beauty soap, will

you buy it or not?

YES 72%

NO 28%

final report of c.b

Documents