1. INTRODUCTION TO UNILEVER
On any given day, two billion people use Unilever products to look good, feel good and get more out of life.
With more than 400 brands focused on health and wellbeing, no company touches so many people’s lives in so
many different ways.
Our portfolio ranges from nutritionally balanced foods to indulgent ice creams, affordable soaps, luxurious
shampoos and everyday household care products. We produce world-leading brands including Lipton, Knorr, Dove,
Axe, Hellmann’s and Omro, alongside trusted local names such as Blue Band, Pure it and Suave.
Unilever Pakistan introduction:
uniliver Pakistan limited, subsidiary of the lever brothers group in operating in Pakistan since 1948,the company’s
main business lines are soaps, detergent, personal product, cooking oil and fats, tea product & ice-cream uniliver
has a long list of world fame brands like surf, vim, rim, life boy soap and shampoo, sunlight, lux soap, rexona soap,
sun silk shampoo, close-up tooth paste, blue band, dalda , planta, taaza and Richburg, Lipton’s yellow label etc.
while continuously exploring expansion opportunities in various field, focus remains on the company’s core
business of detergent s and food and beverages .Alongside these are the result of the continuously changing
marketing environment.
Today, Unilever Pakistan is a force to reckon with. Its contribution to Pakistan's economic development cannot be
overestimated. Now operating four factories at different locations around the country, the company contributes a
significant proportion of the country's taxes. It employs a large number of local managers and workers. It provides
a pool of well-trained and highly motivated manpower to other segments and has introduced new and innovative
technologies into the country. The UPL Head Office was shifted to Karachi from the Rahim Yar Khan site in the mid
60's. By this time the once dusty and sleepy village was the hub of activities for UPL. A residential estate situated
near the factory is the home of UPL employees at Rahim Yar Khan.
Unilever Pakistan Product, Sub-Product Line:
Unilever Pakistan Adding 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.
Our vision Unilever products touch the lives of over 2 billion people every day – whether that's through
feeling great because they've got shiny hair and a brilliant smile, keeping their homes fresh and clean, or by
enjoying a great cup of tea, satisfying meal or healthy snack.

2. In a world of hype and stereotypes, Dove provides a refreshingly real alternative for women who recognize that
beauty comes in all shapes and sizes.
A brand that keeps to its clinically proven promises:
To help you enjoy your own brand of beauty, Dove provides a wide range of cleansing and personal care products
that make a genuine difference to the condition and feel of your skin and hair. Now the world's top cleansing
brand, Dove started its life in 1957 as a beauty soap bar that was clinically proven to be milder for dry, sensitive
skin than other leading soaps: half of women have dry skin.
Bringing out your real inner beauty:
This promise remains at the heart of the brand and has been extended to a number of other products, supported
by the industry's longest-running medical programme. Since the 1980s, for example, we've launched a moisturising
body-wash, deodorants, body lotions, facial cleansers and shampoos and conditioners, giving you a comprehensive
range of solutions to bring out your true inner beauty.

3. Real results for real women
Our commitment to delivering real results is mirrored in our advertisements. Our current campaign has been
featured on over 25 major TV channels and in more than 800 articles in opinion leading newspapers from El Pais to
Le Parisien, from The Sun to The Times, as well as in popular women's magazines. Our ground-breaking campaign
for our new Dove Firming lotion, which features women of all shapes and sizes, is the latest example and
underlines our commitment to breaking down stereotypes and enabling you to celebrate your beauty.
Taking action
Over the last few years, Dove has focused on delivering products that inspire women to enjoy their own beauty
and individuality. As part of our Campaign for Real Beauty, the Dove Self-Esteem Fund (DSEF) demonstrates our
commitment to the brand's mission 'to make more women feel beautiful everyday, by widening today's view of
beauty and by inspiring women to take great care of themselves.' The DSEF aims to educate and inspire young girls
through a series of tools and workshops which ultimately protects and nurt
Dove target market:
1. Target group was women aged 30-39
2. These women had not yet used skin-firming products but were to starting to reach the age where
wrinkles & cellulite
3. These group also likely has young daughter, for whom self-esteem issues are a real concern for their
mothers.
4. Dove also important self-esteem building tools for young girls.
Class:
Dove is for ”A” class
From our range

4. Blue Band
For decades, our products have been a daily source of essential nutrients that help every family member to grow,
develop and thrive.
Healthy growth & development
Our margarine, Blue Band is made from high quality vegetable oils, so it is an important source of essential fats and
vitamins A, D and E for which there are not many other dietary sources. A thin layer of spread on bread every day
makes a big contribution to the healthy growth and development of the whole family.
Growing children need to spread margarine
Recent international nutrition guidelines from WHO recognize the fact that people should minimize bad fats and
consume sufficient good fats to stay fit and healthy. Experts also agree that for growing children, spreading soft
margarine on bread is much better than spreading butter – which is full of saturated fat – and better than not
spreading anything at all.
The right breakfast
Eating a nutritious breakfast in the morning with the right amount and the right kind of nutrients has been proven
to enhance children’s ability to concentrate at school. A breakfast consisting of a slice of bread, spread with low-fat
margarine plus a glass of low-fat milk is more balanced – and healthier – than bread with butter or sweetened
cereals with milk or breakfast snacks.
Improving children's nutrition around the world
Unilever has established a global partnership with the United Nations World Food Programme with the shared aim
of improving children’s nutrition around the world. In support of this global agreement, Blue Band established a
partnership with Un WFP and pledge to contribute to the effort to feed hungry through Blue Band’s Ramadan
sales. Unilever believes that every child deserves the nutrition and hygiene he or she needs to develop to their full
physical and mental potential. Making a contribution to solving this problem is in line with our Vitality Life Goals
and a priority in our corporate responsibility strategy.
Target market:
Target group was children aged 7-17

5. Goodness of Blue Band
Unilever is the world’s leading manufacturer of margarine. Blue Band, a world renowned brand that was launched
in Pakistan more than 20 years ago. It is a good source of 7 essential vitamins (A, B1, B2, B6, B12, D3 and E) that
are necessary for healthy growth and development, both for children and adults.
Essential fats are building blocks for the body, but can’t be made by the body and must come from the diet.
Margarine is a good source of essential Nearly nine out of every ten primary school teachers interviewed for a
recent study say that bad eating habits affects not only healthy growth and development, but also performance at
s l fats.
Class & price:
Dove is for “A” class. and the small pack of blue band is 23Rs & the box of blue band is 110Rs.
Lipton is one of the world's great refreshment brands, making a big splash in the global beverages market with tea-
based drinks including leaf tea, infusions, ready-to-drink tea and other healthy, refreshing alternatives to soft
drinks.
Making a big splash in the global beverages market
Lipton continues to lead as the global tea beverage market, making a big splash with a variety of tea-based drinks.
Keeping it green
As well as enabling consumers to drink better and live better, Lipton is also good for the environment. Sustainable
farming practices, both within our own and third party tea estates, is vital for our future. We are on a journey
towards sourcing all the tea for our tea bags from Rainforest Alliance Certified™ farms by 2015. Certification
involves good conservation practices and fair wages. And in another example of the many environmental and
ethical measures being taken, the 'Trees 2000' programme in Kenya sees Lipton planting 40 000 indigenous trees
every year to curb deforestation.

6. Innovations
Lipton is growing fastest in ready-to-drink teas including the international Lipton Ice Tea range, the Lipton Brisk
range in North America and a range of Lipton ready-to-drink teas in Asia which can be served hot or cold. Other
recent flavour innovations cater to changing and adventurous tastes, for example green teas and the Lipton Fusion
blends of iced tea and exotic fruit juice varieties.
Leaf tea remains a favourite in many markets and Lipton is making it tastier and easier to make with innovations
including Lipton Pyramid tea bags that give the leaves more room to move and Lipton Cold Brew tea bags that
allow iced tea to be freshly brewed in cold water in just five minutes. Lipton has also recently entered the green
tea market, launching both leaf and ready-to-drink varieties.
Key facts
Tea is the world's favourite beverage, after water
Independent scientists also place leaf tea second only to water as the most ideal beverage in the world
All leaf teas are naturally zero calories and so can help with your weight management programme
Lipton tea naturally contains flavonoids, catechins and theanine
Studies observing large populations and their eating and lifestyle habits over a long period of time show that
regular tea drinking may help maintain heart health. A number of studies showed that people consuming tea
(without milk and sugar) on a regular basis as part of a healthy lifestyle tend to maintain better heart health better
than those who do not drink tea
Lipton is the world's best-known and best-selling brand of tea, with sales of nearly €3 billion today. Lipton is the
global market leader in both leaf and ready-to-drink tea, with a global market share nearly three times larger than
its nearest rival
Available in over 110 countries, Lipton is particularly popular in Europe, North America and the Middle East and
parts of Asia
Tea revitalizes your mind and body
Tea – half the caffeine of a regular cup of coffee
From our range

7. Lipton extension:
Product:lipton lift.
Target market: Young adults 18_32
User: Stay up all night and start a night out.
Main ingredients: caffeine, vitamin b, guarana.
Advertisement: Highlight healthier ingredients of the product while showcasing its ability to give
energy and revitalize body.
Focus on energy drink:
Energy drinks jumped 56% in sales last year
Market has exceed $100 million
Main Competitor: Red Bull
Positioning statement: A healthier alternative to energy drinks .
Class & price:
Lipton tea is for “A” and “B” class & it price is 60RS of 100gms. and 15Rs of 10gm.