The assignment was done in reviewing the marketing analysis of Uniliver’s four key brands of Sunlight, Laojee, Lifebuoy and Bru.

1. Driving Brands for Results (DBR)
June 2015 Examination
Post Graduate Diploma in Marketing
Sri Lanka Institute of Marketing
Assignment
Topic
“Unilever – The Clean and Fresh Journey”
Student name A. Mohamed Azhar
Reg. No. 0000016630

2. Table of Contents
Table of Contents.................................................................................................................2
1. Executive summary..........................................................................................................4
2. Introduction......................................................................................................................5
3. Task – 01..........................................................................................................................6
3.1 Analysis the brand equity with the evidence of competitor via Survey (Qualitative
research)...........................................................................................................................6
3.2 Product level and Vision and Mission statements .....................................................7
3.2.1 Product level .......................................................................................................7
3.2.2 Vision and Mission statements ...........................................................................7
3.3 Archetypes of brand...................................................................................................8
3.4 Color mythology with a meaning of each brand name, logo and symbols................8
3.5 Brand personality.......................................................................................................9
3.5.1 Personality mind of consumer ..........................................................................10
3.6 Brand Positioning.....................................................................................................10
3.6.1 Market...............................................................................................................11
3.6.2 Mind of customers ............................................................................................11
3.6.3 Against the competition....................................................................................11
4. Task- 02 .........................................................................................................................12
4.1 Maslow’s hierarchy of needs model ........................................................................12
4.2 Kapferer’s brand identity prism...............................................................................12
4.3 Brand resonance model............................................................................................13
4.4 Core relation of a brand consumer...........................................................................14
4.4.1 AIDA model......................................................................................................14
4.5 Architecture of each brand.......................................................................................15
4.6 Budget planning by using Porter five forces, BCG matrix and Ansofft model.......16
4.6.1 Budget...............................................................................................................16

3. 4.6.2 Evaluation and control......................................................................................16
4.6.3 Porter Five force model ....................................................................................17
4.6.4 BCG Matrix ......................................................................................................18
4.6.5 Ansofft Model strategy .....................................................................................18
5. Conclusion .....................................................................................................................20
6. Recommendation ...........................................................................................................21
7. Annexure........................................................................................................................22
Questionnaire to the customer .......................................................................................22
8. References......................................................................................................................23

4. 1. Executive summary
The assignment was done in reviewing the marketing analysis of Uniliver’s four key
brands of Sunlight, Laojee, Lifebuoy and Bru.
In the first task, the three types of questionnaire were selected to recognize the brand
equity with the evidence of the market competition. Those questions are based on the
Market share, Availability and Consumer attitudes which were attached in the annuexter.
The product level was analyzed the part of Core product, Actual product and Augments
product. The company mission statement was analyzed to find out whether the mission is
possible to the product). Then, the archetypes types of brand was explained to with the
brand character by building the a logical background agent competitors. Other than their
four brands color methodology was explained with the meaning of the each brand name,
logo and symbols. Then, the set of human charatetices and that facts were analyzed in the
five personalities such as sincerity, excitement, competence, patience, shopohistcation
and ruggedness. Finally, the positinging map was used to show the three types of positing
such as the market, Mind of customers and against to the competition to above mention
four brands and those major each competitor.
In the second task, The Maslow hierarchy of need model was analyzed to those brands,
Lifebuoy brand still at the safety stage and other brands still belonging stage. Then, the
brand personality was analyzed with the comparison of competitors analyse from
Kapferer’s brand identity prism. Then, their core meaning was explained for these four
brands in the brand resonance pyramid. The IDEA model was explained to the core
meaning of those four brands. Then, the architecture analyst was reviesed the business
operation, product categories, brand and brand extension. Finally, the promotional budget
and monitoring control strategy were explained. The budget cost allocation was based on
the three key strategies of the porter five forces, Boton Consultancy group model and
Ansoft Matix.

5. 2. Introduction
There were some kind’s Fast moving consumer goods to buy to the customer. Most of the
customers are involved in FMCG purchase with import brand and also multinational
company. Anyway, there is a change to improve the local product with high profit and
customer's peaceful mind.
In the word, Uniliver’s brands were used 160 million times a day, the brands proving a
feeling to keeping a clear your home, fresh. Actually, that brands are part of life of
everyone. In the global market, Uniliver offers 400 brands under the 14 categories. Only
the one company doesn’t touch with so many peoples but Uniliver.
In Sri Lanka, Uniliver was established in 1938 with a brand of Sunlight, Pears Rose and
Lux. Uniliver is the market leader of FMCG good by proving 29 strong brands under the
03 operation as home care, personal care and Foods. The companies know the success of
this business by understanding the consumer’s ideal needs and wants.
Its product categories are Household care, fabric cleaning, skin cleansing, skin care, oral
care, hair care, tea, spreads, toilet cleaning, personal grooming, water.
Uniliver brands are Astra, Axe, Bru, Ceylonta, Clear, Close Up, Comfort, Domex, Dove,
Fair & Lovely, Flora, Knorr, Laojee, Lipton, Lifebuoy, Lux, Marmite, Pears, Ponds,
Pureit, Rexona, Rin, Signal, Sunsilk, Sunlight, Surf Excel, Vaseline, Vim and
Wonderlight.

6. 3. Task – 01
3.1 Analysis the brand equity with the evidence of competitor via Survey (Qualitative
research)
Basically a marketing decision based on the two ways as past experience and information
gathering. The information gathering is called marketing research that defines systematic
design, collection, analysis and reporting of data and findings relevant to a specific
marketing situation facing the company or brand.
Marketing research can be divided as Qualitative and Quantitative Research. Quantitative
Research can be conducted via the way of as surveys, experiments and observation.
Surveys can be conducted via Face-to-face Interviews, Telephone, Interviews and Mail &
SMS, emails and online. Qualitative Research can be divided as Focus Group Discussions
In-depth studies.
I have selected the following three types of Survey techniques from Quantitative research.
Note – Questionnaires were attached in appendix
Brand Summary of market analysis via Questionnaire
Market share Availability Consumer attitudes
Sunlight Vs
Wonderlight
Sunlight – 55%
Wonderlight – 35%
Sunlight – 50%
Wonderlight – 35%
Sunlight – Favorable attitude
Wonderlight – Unfavorable
attitude
Laojee Vs
watawala zeasta
Laojee – 55%
watawala zeasta –
38%
Laojee – 58%
watawala zeasta –
30%
Laojee – Favorable attitude
watawala zeasta – Unfavorable
attitude
Lifebuoy Vs Dettol Lifebuoy – 40%
Dettol – 50%
Lifebuoy – 55%
Dettol – 40%
Lifebuoy – Favorable attitude
Dettol – Favorable attitude
Bru Vs Nescafe Bru – 30%
Nescafe – 55%
Bru – 40%
Nescafe – 55%
Bru – Unfavorable attitude
Nescafe – Favorable attitude

7. 3.2 Product level and Vision and Mission statements
3.2.1 Product level
Product can be tangible, intangible service and idea which offer to satisfy the consumers’
need and wants. The product can be different via following stage.
3.2.2 Vision and Mission statements
3.2.2.1 Vision
Helping people to look good, feel good and get more out of life.
(Source - http://www.unilever.com.lk/aboutus/ourhistory/)
3.2.2.2 Mission
"Unilever's mission is to add 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.”
3.2.2.3 Product level of each product
According to Mission statements, the company promises to people in by proving larger
collection of greater Uniliver’s brand collection. The four types of brand are represented
their mission statement as follows.
Brands Core product Actual product Augments product
Sunlight Cloths wash, hand
wash
Quality. Attractive
package
Availability
Laojee Taste Quality, Energy,
Active
Availability
Lifebuoy Protects (against
bacteria)
Quality
Attractive package
Availability
Bru Taste Energy, Available
differ sizes.
Availability

8. 3.3 Archetypes of brand
Archetypes are meaning of the brand, which base on the twelve personality tools which
was created by Carl Jung. The archetype offers the short types of the power of the brand.
Archetypes represent the human desire, deep emotional and its real strength of the brand.
3.4 Color mythology with a meaning of each brand name, logo and symbols
According to research, the colors attract the target consumers quickly, an example, the
web page consumer can subside the advertisement page. This is clear impotence reason to
buy the particular products and they consume believes colors are increasing the brand
recognition. The following brands bring different meaning to this particular brand.
Brands How does Mission transform to each product Value
Sunlight Sunlight that represents the keeping consumers home’s freshly
and clearly
Quality
Laojee High quality of Laojee tea is enjoyed the tea as wells satisfy the
food and snack when drinking.
Fun
Lifebuoy Lifebuoy promotes the health of consumer by including the
hygiene products.
Trust
Bru A Bru that represents the happy moment of genius consumers Fun
Brands Brand character Competitor
brand
Brand character
Sunlight Explore Wonderlight Lower
Laojee Innocent watawala
zeasta
Create
Lifebuoy Hero Dettol Innocent
Bru Magician Nescafe Ruler

9. Products Brand Meaning of brand color
Sunlight Yellow color is implied the meaning of sunny as well as
having the fewest green implies the natural color of this
sunlight brand. The brand loges created with sunny affecting
this this product package as well as the brand name as
Sunlight that directly indicate the meaning of sunny.
Laojee
Red color is suggested the passion, energy, aggression to
Laojee brand which Logo makes energetic feel.
Lifebuoy The red is defined the energy, aggression, meaning of
Lifebuoy brand. Using the band logo of hospitality that
indicated the healthy safety brand.
Bru  Green is definited the natural taste of this brand and it has
meaning as increasing the freshness, as wells the red implies
the energetic and optimistic to this Bru brand.
3.5 Brand personality
Brand personality is a set of human characteristic associated with the brand. It is vital to
differentiate their brand from their competitors as well as building a good competitive
advantage. There are five dimensions, its facts and items as follows to those four brands.

10. 3.5.1 Personality mind of consumer
Brand Personality Facts
Sunlight Competence Reliable
Laojee Excitement Spirited
Lifebuoy Competence Reliable
Bru Excitement Spirited
3.6 Brand Positioning
Positioning is the act of designing the company’s offering and image to occupy a
distinctive lace in the mind of the target market. The end result of positioning is won
current position in the consumer mind. In marketing positioning is all about creating an
image or identity in the minds of their target market for its product, brand or organization.
Uniliver brand has positioned the product by emphasizing product quality, affordability,
flavor, easy to use, fun and entertainment.
I have decided to show their different position as the market, Mind of customers and
against to the competition to above mention four brands and those major each competitor.
Following three positioning maps are below,

11. 3.6.1 Market
3.6.2 Mind of customers
3.6.3 Against the competition
HighMarket
growth
Low Maket share
High Maket share
LowMarket
grwoth
HighQuality
Low Image
High Image
LowQuality
Highquality
Low Maket share
High Maket share
Lowquality

12. 4. Task- 02
4.1 Maslow’s hierarchy of needs model
This is a theory that of extending the hierarchy of human needs which was explained by
Mr. Maslow. There are five stages as follows for those four brands.
The Lifebuoy brand still at the safety stage where it delivers the psychological and safety
to their consumers. Sunlight, Loajee and Bru Brands still at belonging stage where it
delivers psychological, safety and belonging to their target consumers.
4.2 Kapferer’s brand identity prism
Kapferer’s brand identity prism is into six tools which are discussed under the two sides
of the prism as externalization and internalization. The eternal prism is called social
forces of the brand and help in expressing brands physique, relationship and reflection
forces. The internal prism is called sprite of the brand and it explains the personality,
brand culture and self-image.
Personality describes what personality the brand will adopt if it were a person. Personality
includes character and attitude of the brand as follows.
Lifebuoy
LoajeeSunlightt Bru

13. 4.3 Brand resonance model
The brand resonance model is very important to understand how brands work? It
emphasis it order to get the target customer. Resonance model defines four steps as Brand
identity, Brand meaning, Brand response and Brand resonance. Specifically, the brand
meaning can be divided performance and image as follows.
Brands Brand performance
Product
features &
ingredients
Product
performance
Service
delivery
Produce design Product
price
Sunlight Fat, alkali and
Lemon
Reliability,
serviceability.
Trusting, Yellow colur,
fresh feeling
Economical
price
Laojee Natural tea Reliability,
durability,
Caring, trusting Red colour, hot
feeling
Penetration
price
Lifebuoy Fat and alkali Reliability,
serviceability
Trusting, caring Red colur, safty
feel
Penetration
price
Bru Natural tea Reliability,
durability,
Caring, trusting Green & Red
colour, fun
feeling
Cost based
pricing
Brand Brand personality analysis Competitive
brand
Brand personality analysis
Sunlight Reliable Wonderligh Confident
Laojee Friendly Watawala
zeasta
Sentimental
Lifebuoy Honest Dettol Reliable
Bru Cheerful Nescafe Friendly

14. Brands Brand Image
Usage and user
profiles
Purchase and usage
situation
Personality and
Values
Sunlight Housewife Supermarkets, small stores Reliability
Laojee House Maid Supermarkets, small stores Reliability,
Lifebuoy House, children Supermarkets, small stores.
Pharmacies
Honest, Reliable
Bru Housewife Supermarkets, small stores Reliability
4.4 Core relation of a brand consumer
There are two options to answer this question as ADIA model or DRIP model, but I have
selected the AIDA model explain the core relation of those four brands. AIDA is a
significant strategy which can be used to sell effectively to the organization products and
services.
4.4.1 AIDA model
Brand Attention Interest Desire Action
Sunlight Color, celebrity,
layout
Clearly wash cloths,
Effective promotion
campaign
Testimonial,
Communication
unique
character
Purchase
Order
Subscription
Laojee Color, size Relex feeling, Effective
promotion campaign
Endorsements Purchase
Order
Subscription
Lifebuoy Color, celebrity,
layout
Protects against
bacteria, Effective
promotion campaign
Proofing
evidence
Purchase
Order
Subscription
Bru Typography,
color, size
Feeling with the
situation
Communication
unique
character
Purchase
Order
Subscription

15. 4.5 Architecture of each brand
Uniliver offers fast moving consumer goods with a manufacturing facility reporting to
regional business group for innovation and business result. The business operation can be
divided three forms as home care, personal care and Foods.
Operation Product categories Brand Product extension
Home care Fabric cleaning Sunlight Shop,
Detergent
Care
Food Tea Laojee Tea
Personal care Skin cleansing Lifebuoy Active fresh, Care soap,
Herbal shop, Total shop,
Care hand wash, Natural
cure, Handwaash, Total
Handwash, Care body
wash, Total, body wash
Food Tea Bru Bru sachet
Bru jar 50g
Bru jar 100g

16. 4.6 Budget planning by using Porter five forces, BCG matrix and Ansofft model
4.6.1 Budget
Flowing promotional budget is recommended for four products in the next financial
years. The appropriate promotion campaign cost’ s allocation based on the Porter five
forces, BCG matrix and Ansofft model an which are explained under the budget.
Promotional budget plan for the financial year 2015/2016
4.6.2 Evaluation and control
Implementing budget proposal should be evaluated and controlled following action.
 Conducting monthly sales review meetings
 Building awareness among sales agents
 If any drop in sales, corrective measures should be taken
 Motivating the SLT customer service officers
Activities Sunlight Laojee Lifebuoy Bru
Total sales 100% 100% 100% 100%
Above the Line
TV
Radio
Outdoor
Newspaper
20%
6%
8%
4% 38%
19%
8%
6%
4% 37%
25%
8%
4%
4% 41%
19%
6%
8%
4% 37%
Below the Line
Sampling
Public relation
Sales promotion
Direct mail
10%
25%
10%
- 45%
8%
23%
12%
- 43%
07%
23%
10%
- 40%
12%
25%
7%
- 43%
Through the Line
Social media (YouTube,
Facebook)
Fair and events
0.2%
3.8% 4%
0.3%
7.7% 8%
0.2%
3.8% 4%
0.5%
3.5% 4%
Total advertisement cost 87% 88% 85% 84%
Profit before Tax
13% 12% 15% 16%
Tax 1.3% 1.2% 1.5% 1.6%
Net Profit 11.7% 10.8% 13.5% 14.4%

17.  Conducting customer researches
 Conducting a market share analysis
 Stay in touch with competitor activities
4.6.3 Porter Five force model
Porter Five force model is one of the marketing strategies to analyze the competition via
the five forces as follows.
Brand Intensity of
competitive
rivalry
Threat of new
entrants
Bargaining
power of
suppliers
Bargaining power
of customers
(buyers)
Threat of
substitute
products or
services
Sunlight High-
Lower
competitors as
Wonderlight,
Diva, Pearlwite
High-
Available local
resource, free
finical loan
facility
High-
Enough
Supplier.
Lower-
Large sales,
network with dealer
and non-
organization player.
Positioning among
all segments.
High-
Existing substitute
product like a
washing powder in
a cheaper cost.
Laojee Low-
Faced the
competition by
watawala zeasta
High-
Having enough
local resources
and government
support.
Low-
Enough
suppliers in
local market.
Lowe–
Enough
distribution
channel, effective
promotional
campaign.
High-
Competition with
by substitute
product like mild
power, milk
packet, cool drink.
Lifebuoy Low-
Lesser
competitors as
Dettol soap
High-
Available local
resource free
finical loan
facility
High-
Enough
Supplier.
Low – enough
distribution and
effective
promotional
campaign.
High- Competition
with a beauty
shops like Lux.
Bru brnad High-
High market
competition
with Nescafe
High-
Having enough
local resources
and government
support. High
growth
industry.
High-
Enough
Supplier.
Lower-
Lager sales network
over the island.
High- Competition
with a tea & milk
powder.
Uniliver is a world leading FMCG Company, where its brand is a good competitive
advantage by having market research, financial strength; brand identity, customer loyalty
and etc. there are no major competitors for this company’s brand however the
organization has to follow some strategy to stay in the first positioning.

18. 4.6.4 BCG Matrix
The Boston Consulting group’s product portfolio matrix (BCG) is desired the extensive
strategic plan of the brand. It is based on the observation that a company's business units
can be classified into four categories based on combinations of market growth and market
share relative to the largest competitor.
Those four brands have high market share and high growth market in so those brands still
at Star stage. However, the organization have to same market positing.
4.6.5 Ansofft Model strategy
This is on the growth strategy which is usually help to determine the product in the
market and products. It explains the product is new or existing and whether the market is
exciting or new. The state is divided into four different strategies as Market Penetration,
product market development, development and diversification.

19. 4.6.5.1 Market development
This is the market extension strategy. I recommend the market development strategy to
target more to new potential customers with streanthfull existing products. Then, we
have to find the new appropriate market segment as a new customer segment, new
distribution channels, new product packaging, and different pricing policies.

20. 5. Conclusion
Unbelievers brand is top of mind of the Sri Lanka consumer it has three major operations
such as as home care, personal care and Foods. Uniliver’s several brands are market
leaders in FMCG in Sri Lanka into the 29 strong brands. unilver’s brands have several
competitive advantages over other products with high percentage of market share.
The company mission is successfully followed by caring, personal life of each consumer
by proving different categories of FMCG products. The company brownies are very
familiar with humans because the product the basic need of the consumer.
The Sunlight, Laojee, Lifebuoy and Bru are good confident brands in the Sri Lankan
market where It is a value added product. Above discussed four brands have a good
competitive advantage in internal and external competitors. Sunlight faced a competition
with internal and external brand of Wonderlight, Diva, Pearlwite, Loajee faced
competition with a local manufacture of Watawala zeasta, Lifebouy faced competing of
Dettol shop and also, the Bru brand faced competition with Nescafe. Those competitive
advantages analyzed by several strategy tools such as Porter five forces, BCG matrix,
Ansofft model, brand identify prism.

21. 6. Recommendation
According to the marketing analysis, I recommend some key areas for those four key
brands as Sunlight, Laojee, Lifebuoy and Bru.
We identified the most attractive segment is household segment based on the quality,
price, availability. When you are marketing your FMCG, Your product should be targeted
mostly household segment.
Preparing proper marketing plan elaborates the all the marketing strategy to market their
product in the local market where it clearly implements among employees. It should
monitor and evaluate of all the steps.
Existing marketing mix is good competitive to this company, however our objective to
continually market leader in the FMCG sector, So, the company implements proper
strategic to all the areas.
Every sales organizations face challenges of managing competitions, custom and internal
management systems. Those three types of challenges should be clearly manner by the
company internally department.

22. 7. Annexure
Questionnaire to the customer
Dear brother/sister,
I am conducting a research in research about the following 8 brand with brand equity via
fowling question and I will appreciate your kind support in giving information. Thank
you
Tick (√) your answers or preferences
Brand Market share Availability Consumer attitudes
Sunlight Vs
Wonderlight
What is the market
share of following
Brand?
Sunlight
Wonderlight
What is the
availability of
following brand?
Sunlight n
Wonderlight
What is your attitude
towards Sunlight
Wonderlight?
Favorable attitude
Unfavorable attitude
Laojee Vs
watawala zeasta
What is the market
share of following
Brarnsd?
Laojee
watawala zeasta
What is the
availability of
following brand?
Laojee
watawala zeasta
What is your attitude
towards Laojee
watawala zeasta?
Favorable attitude
Unfavorable attitude
Lifebuoy Vs Dettol What is marekt share
of following brand?
Lifebuoy
Dettol
What is the
availability of
following brand?
Lifebuoy
Dettol
What is your attitude
towards Lifebuoy
Dettol?
Favorable attitude
Unfavorable attitude
Bru Vs Nescafe What is the market
share of following
Brand?
Bru
Nescafe
What is the
availability of
following brand?
Bru
Nescafe
What is your attitude
towards Bru
Nescafe?
Favorable attitude
Unfavorable attitude

23. 8. References
 Brand management principles and practices, kirthi Dutta,
 http://www.unilever.com.lk/our-
brands/detail/Sunlight/324542/?WT.contenttype=view%20brands
 http://en.wikipedia.org/wiki/Unilever
 http://en.wikipedia.org/wiki/List_of_Unilever_brands
 http://www.watawalatea.com/
 http://www.dettol.co.uk/products/bar-soaps/
 https://www.nescafe.com/