Documents

Surf Excerl Surndra

Description
Surf Excerl Surndra
Categories
Published
of 26
All materials on our website are shared by users. If you have any questions about copyright issues, please report us to resolve them. We are always happy to assist you.
Related Documents
Share
Transcript
  COMPANY INTRODUCTION: Unilever was created in 1930 when the British soap-maker Lever Brothers merged withthe Dutch margarine producer, Margarine UnieUnilever !ompan came into the #akistanmarket in 19$9 with the name o% Lever Brothers #akistan !hanged the name Lever Brothers #akistan to Unilever in ear &003'he leading consumer products compan in#akistan, a multinational with deep roots in the countr  !hange is inevita(le and a leader must (e willing to em(race change rather than resist it )hen new technolog opens the possi(ilit o% a new market rather that ma threaten the e*isting one, a success%ul %irmshould consider entering the new market so that it will have the %irst-mover advantage init +or e*ample ur% loss it leadership as riel came with a (etter technolog powder sa%e%or hands and tough on dirt ur% did recentl a marvellous campaign o% Dirt is Good 'he compan has (een a(le to maintain its leadership position (ecause it used itsresources to make a move into competitive arena Mission Statement 'he leading consumer products compan in #akistan, a multinational with deeproots in the countr Meet the ever da needs o% people ever where . to anticipate the aspirations o% consumers and customers and to respond creativel and competitivel with (randed products and services which raise the /ualit o% li%eDrive to serve consumers in a uni/ue and e%%ective wa ttract and develop highl talented people, who are e*ited, empowered andcommitted to deliver dou(le-digit growtherve ever (od needs o% all the consumers ever where %or %oods  giene and (eaut through (randed products and service that deliver the (est /ualit andvaluetrive to maintain an ever simple and enterprising (usinessUse superior consumer understanding to produce (reakthrough innovation in (rands and channels   1  !ommitted to making continuous improvements in the management o% our environmental impact and to the longer-term goal o% developing a sustaina(le (usinessBrands capture the heart o% consumers through outstanding communication)ith (randed products and services which raise the /ualit o% li%e'hrough managing a responsive suppl chain management, the ma*imie value%rom suppliers to customers'he are e*emplar through commitment to (usiness ethics, health, environmentand involvement in the communit  Company Values Unilever 2ision, Mission, 2alues, and !ode o% Business #rinciples are the principle (elie% o% the compan mplo ees are am(assadors o% Unilever, (oth inside and outside the work place4espect 5ndividual di%%erences and provide e/ual opportunit regardless o% gender,ethnic or social (ackground'reat each emplo ee and contacts with respect, regardless o% grade and 6o( titleet the (usiness priorit accordingl 4espect time enthusiasticall to achieve growth!ompan search %or new ideas even ( the consumersver person is a potential Unilever customer, the treat all with respectnsure superior /ualit products and services and aiming %or ero complaints 7ever lose a consumer, 8wn the pro(lem, win them (ack and ensure the %eel positivel treated   &    3  TARGT Mar!et Se#mentation: Mainl housewives (ut the things have to (e seen in conte*t #akistans middle incomegroup comprises a(out 3: million consumers 'he have a com(ined spending power o% #oland But ur% e*cel is not 6ust targeting the middle income categor  )ith the (roadestsocio-economic %ootprint amongst consumer goods competitors, ur% e*cel is alsolooking at lower income market as well as higher income (racket with di%%erent set o%  products'hat was the income (racket (ut i% we anal e the commercial aired on tv or radio or via print media we will notice that most o% the communication is done ( the help o% childrenthrough tag line Dirt is ;ood 'he philosoph (ehind this is the children are the (estin%luencers %or the deciders 'he children with this e es catching phrase tr to in%luencethe decision %or their parents who are the decidersMarket segments are group o% customers having similar needs < wants and pre%erences 5tena(les the organiation to more closel match it marketing mi* with the customers o% same needs or demands!onsumers can (e grouped and served in various wa s (ased on geographic,demographic, ps chographic and (ehavioural (asis5deall ever consumer is a di%%erent market segment, (ut in order to maintain the (alance (etween mass production and %ocused on individualism  Surf Excel   divides themarket on the (asis o% income group, +or each identi%ied segment the market the product in various sies,  Surf Excel   is the Market leader in the laundr detergent market= it caters all the segmento% the societ ( o%%ering di%%erent sied o% tock >eeping Units - SKU(s)  segmentation (ased on di%%erent %amil sies and the income groups'he reason %or those >U?s@ is to pass ma*imum alternatives to the di%%erent segments (ased on various economic classes and segments, !ompan also launched a 1: gms packing in order to penetrate deepl in the less income group whose income ma lessthan A,000 4s, their >U?s@ are   $
We Need Your Support
Thank you for visiting our website and your interest in our free products and services. We are nonprofit website to share and download documents. To the running of this website, we need your help to support us.

Thanks to everyone for your continued support.

No, Thanks