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Driving Brands for Results (DBR)
June 2015 Examination
Post Graduate Diploma in Marketing
Sri Lanka Institute of Marketing...
Table of Contents
Table of Contents..........................................................................................
4.6.2 Evaluation and control......................................................................................16
4.6.3...
1. Executive summary
The assignment was done in reviewing the marketing analysis of Uniliver’s four key
brands of Sunlight...
2. Introduction
There were some kind’s Fast moving consumer goods to buy to the customer. Most of the
customers are involv...
3. Task – 01
3.1 Analysis the brand equity with the evidence of competitor via Survey (Qualitative
research)
Basically a m...
3.2 Product level and Vision and Mission statements
3.2.1 Product level
Product can be tangible, intangible service and id...
3.3 Archetypes of brand
Archetypes are meaning of the brand, which base on the twelve personality tools which
was created ...
Products Brand Meaning of brand color
Sunlight Yellow color is implied the meaning of sunny as well as
having the fewest g...
3.5.1 Personality mind of consumer
Brand Personality Facts
Sunlight Competence Reliable
Laojee Excitement Spirited
Lifebuo...
3.6.1 Market
3.6.2 Mind of customers
3.6.3 Against the competition
HighMarket
growth
Low Maket share
High Maket share
LowM...
4. Task- 02
4.1 Maslow’s hierarchy of needs model
This is a theory that of extending the hierarchy of human needs which wa...
4.3 Brand resonance model
The brand resonance model is very important to understand how brands work? It
emphasis it order ...
Brands Brand Image
Usage and user
profiles
Purchase and usage
situation
Personality and
Values
Sunlight Housewife Supermar...
4.5 Architecture of each brand
Uniliver offers fast moving consumer goods with a manufacturing facility reporting to
regio...
4.6 Budget planning by using Porter five forces, BCG matrix and Ansofft model
4.6.1 Budget
Flowing promotional budget is r...
 Conducting customer researches
 Conducting a market share analysis
 Stay in touch with competitor activities
4.6.3 Por...
4.6.4 BCG Matrix
The Boston Consulting group’s product portfolio matrix (BCG) is desired the extensive
strategic plan of t...
4.6.5.1 Market development
This is the market extension strategy. I recommend the market development strategy to
target mo...
5. Conclusion
Unbelievers brand is top of mind of the Sri Lanka consumer it has three major operations
such as as home car...
6. Recommendation
According to the marketing analysis, I recommend some key areas for those four key
brands as Sunlight, L...
7. Annexure
Questionnaire to the customer
Dear brother/sister,
I am conducting a research in research about the following ...
8. References
 Brand management principles and practices, kirthi Dutta,
 http://www.unilever.com.lk/our-
brands/detail/S...
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(Unilever) sunlight, laojee, lifebuoy and bru

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

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(Unilever) sunlight, laojee, lifebuoy and bru

  1. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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/

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