Unilever Lux: Mission
Unilever Lux: Mission
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.
Unilever is an Anglo-Dutch multinational corporation that owns many of the world's consumer
product brands in foods, beverages, cleaning agents and personal care products. Unilever N.V.
has its head office in Rotterdam, while Unilever PLC has its head office in the Unilever House in
the City of London and its registered office in Port Sunlight, Wirral, and Merseyside.
Unilever's main competitors include PepsiCo, Procter & Gamble, Nestlé, Danone, Kraft Foods,
S.C. Johnson & Son, Reckitt Benckiser and Henkel.
History
Unilever was created in 1930 by the amalgamation of the operations of British soap maker Lever
Brothers and Dutch margarine producer Margarine Unie, a merger as palm oil was a major raw
material for both margarines and soaps and could be imported more efficiently in larger
quantities.
In 1987 Unilever strengthened its position in the world skin care market by acquiring
Chesebrough-Ponds, the maker of Ragú, Pond's, Aqua-Net, Cutex Nail Polish, and Vaseline. In
1989 Unilever bought Calvin Klein Cosmetics, Fabergé, and Elizabeth Arden, but the latter was
later sold (in 2000) to FFI Fragrances.
In 1996 Unilever purchased Helene Curtis Industries, giving the company "a powerful new
presence in the United States shampoo and deodorant market”. The purchase brought Unilever
the Suave and Finesse hair-care product brands and Degree deodorant brand.
In 2000 the company absorbed the American business Best Foods, strengthening its presence in
North America and extending its portfolio of foods brands. In April 2000 it bought both Ben &
Jerry's and Slim Fast.
The company is fully multinational with operating companies and factories on every continent
(except Antarctica) and research laboratories at Colewort and Port Sunlight in England;
Vlaardingen in the Netherlands; Trumbull, Connecticut, and Englewood Cliffs, New Jersey in
the United States; Bangalore in India (see also Hindustan Unilever Limited); and Shanghai in
China.
Operations
Unilever owns more than 400 brands as a result of acquisitions; however, the company focuses
on what are called the "billion-dollar brands", 13 brands which each achieve annual sales in
excess of €1 billion. Unilever's top 25 brands account for more than 70% of sales.[14] The
brands fall almost entirely into two categories: Food and Beverages, and Home and Personal
Brands
List of Unilever brands
Heart brand
Unilever is the world's biggest ice cream manufacturer, with an annual turnover of €5 billion.
Except for Popsicle, Klondike, Ocean Spray ice cream, Slim Fast ice cream, Breyers, Starbucks
and Ben & Jerry's, all of its ice cream business is done under the "Heart brand" brand umbrella,
so called because of its heart-shaped logo. Unilever currently operates eleven ice cream factories
in Europe; the biggest include factories at Heppenheim in Germany, Caivano in Italy, St. Dizier
in France and Gloucester in the United Kingdom.
Our personal care brands, including Dove, Lifebuoy, Lux, Pond's, Rexona and Sun silk, are
recognized and respected around the world. They help consumers to look good and feel good –
and in turn get more out of life.
Unilever today
Our brands are trusted everywhere and, by listening to the people who buy them, we've grown
into one of the world's most successful consumer goods companies. In fact, 150 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 of our well-known
brands. We create market and distribute the products that people choose to feed their families
and keep themselves and their homes clean and fresh.
We 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 of our key strengths:
• Strong roots in local markets and first-hand knowledge of the local culture.
Focusing on performance and productivity, we encourage our 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 we serve. We don't only measure success in financial terms; how we achieve
results is important too. We work hard to conduct our business with integrity - respecting our
employees, our consumers and the environment around us.
Foods
• The acquisition of Best foods in 2000 brought us leadership in the culinary category.
Knorr is now our biggest brand, with €2.3 billion sales in over 100 countries and a
product range covering soups, bouillons, sauces, noodles and complete meals.
• We are the number one producer of frozen foods in Europe, under the Findus brand in
Italy, Birds Eye in the UK and Iglo in other European countries.
• We are the category leader in margarine and spreads in most European countries and
North America, with brands such as Becel (the Netherlands), Flora (UK) and Take
Control (US). We have met consumer demand for healthy foods by launching proactive,
a spread which contains ingredients that can help reduce cholesterol levels.
• In the branded olive oil category we are a leader, the most important brand being Bertolli.
Appealing to consumers' taste for Mediterranean food, we have launched Bertolli pasta
sauces and dressings.
• We are the world's leading ice cream producer, with brands such as Algida and Wall's in
Europe, and Ben & Jerry's in the United States. Innovations such as Magnum snack-sizes
and Cornetto miniature and multi-packs have sparked progress.
• We are the largest seller of packet tea in the world through our Lipton and Brooke Bond
brands.
Home & personal care
• We lead the home care market in much of the world, which includes cleansing and
hygiene products.
• Many of our home care products are market leaders including Brilhante, Cif, Comfort,
Domestos, Omo, Skip and Snuggle.
• Within the personal care market, we are global leaders in products for skin cleansing,
deodorants and antiperspirants.
• Our global core brands in the personal care market are Axe, Dove, Lux, Pond's, Rexona
and Sun silk.
COMPANY STRUCTURE:-
The Executive directors are those members of the Unilever executive (UEX), including
the group chief executive, who are also directors of Unilever.
Unilever Pakistan
The Unilever Pakistan Limited (UPL), formerly Lever Brothers Pakistan Limited was
established in Pakistan in 1948. The town of Rahim Yar Khan was the site chosen for setting up
a vegetable oil factory. Unilever Pakistan is the largest FMCG Company in Pakistan, as well as
one of the largest multinationals operating in the country.
Now it’s operating six factories at different locations around the country. The Unilever's Head
Office was shifted to Karachi from the Rahim Yar Khan site in the mid 60's.
BRANDS OF UNILEVER
In the world of consumer products Unilever Pakistan has created an indelible name for itself with
brands such as Lifebuoy, Lux, Surf and Walls.
By far the largest consumer products company in Pakistan, UPL is a part of the consumer
products giant Unilever.
UPL was established some fifty years ago in the then newly created Pakistan. The town of
Rahim Yar Khan was the site chosen for setting up a vegetable oil factory in 1958 and that is
where the first UPL manufacturing facility developed.
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.
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 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'.
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.
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'.
Timeline
19th Although Unilever wasn't formed until 1930, the companies that joined forces to
century create the business we know today were already well established before the start of
the 20th century.
1900s Unilever's founding companies produced products made of oils and fats, principally
soap and margarine. At the beginning of the 20th century their expansion nearly
outstrips the supply of raw materials.
1910s Tough economic conditions and the First World War make trading difficult for
everyone, so many businesses form trade associations to protect their shared
interests.
1920s With businesses expanding fast, companies set up negotiations intending to stop
others producing the same types of products. But instead they agree to merge - and
so Unilever is created.
1930s Unilever's first decade is no easy ride: it starts with the Great Depression and ends
with the Second World War. But while the business rationalizes operations, it also
continues to diversify.
1940s Unilever's operations around the world begin to fragment, but the business continues
to expand further into the foods market and increase investment in research and
development.
1950s Business booms as new technology and the European Economic Community lead to
rising standards of living in the West, while new markets open up in emerging
economies around the globe.
1960s As the world economy expands, so does Unilever and it sets about developing new
products, entering new markets and running a highly ambitious acquisition
programmer.
1970s Hard economic conditions and high inflation make the '70s a tough time for
everyone, but things are particularly difficult in the Fast Moving Consumer Goods
(FMCG) sector as the big retailers start to flex their muscles.
1980s Unilever is now one of the world's biggest companies, but takes the decision to focus
its portfolio, and rationalize its businesses to focus on core products and brands.
1990s 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 The decade starts with the launch of Path to Growth, a five-year strategic plan, and in
21st 2004 further sharpens its focus on the needs of 21st century-consumers with its
century Vitality mission.
LUX
Glamour factor
We all want to be pampered, to look and feel great, to enjoy that moment when anything seems
possible. And that's just what Lux offers you on a daily basis at a price you can afford.
Lux has been winning hearts of Pakistani consumers for 50 years. Throughout this time, Lux has
been closely associated with many of the most glamorous and sensual women of the age.
Marilyn Monroe, Demi Moore and Catherine Zeta-Jones are some of the stars who've appeared
in Lux ads. In Pakistan, leading celebrities like Babra Sharif, Meera and Aaminah Haq have
endorsed the brand.
Key facts
Lux Almond Delight comes with the deep miniaturization of exotic Peach, Cream and precious
Almond Oil. Lux Nature Pure has nourishing oil of Cade and cucumber extracts for a radiant and
clear skin. Lux Orchid touch comes with the delicate touch of rare orchids and precious Jojoba
Oil, for a softer and fragrant skin. Lux Energizing Fruit incorporates the beauty secrets of Fruit
Extracts, rich Milk Cream and Honey, for a fresh renewed feeling.
Our vitality mission is focusing us more than ever on helping people enjoy life to the full.
Applying our strong science capabilities and deep consumer insights, we strive to contribute to
quality of life and wellbeing in all sorts of ways, from nutritional advances, to new toothbrush
technology, to inventing a handy, low-cost water purifier for parts of the world where clean
water is scarce.
On the map
We have research and technology centers on the world, from China to Brazil. Take a look at our
R&D network.
Bangladesh exporting:
Lux first launched in UK in 1989 and in USA 1916 by lever brothers. It was manufactured in
Bangladesh in 1964 by lever brothers in Pakistan, it holds market share of 75% in Pakistan. Main
competitors of Lux are Tibet, lifebuoy and Keya soaps.
Our R&D centers located around the world help us respond fast to changing needs, tastes and
trends among consumers everywhere.
We have six principal research and development laboratories: two in the UK (Colewort House
and Port Sunlight), one in the Netherlands (Vlaardingen), one in the US (Trumbull), one in China
(Shanghai) and one in India (Bangalore). Our scientists and engineers in these sites work
seamlessly with a network of global and regional technology centers that stretches from São
Paulo, Brazil in the west, to Shanghai, China in the east.
Brilliantly connected
Our work with academic groups and other third-parties ensures that we are connected with the
very best and most up-to-date scientific thinking. Using the synergies across R&D, we define
and design technology that brings vitality to life, delivering a continuous stream of innovation to
our business.
Distribution network:
LUX is the most selling brand of soap in PAKISTAN.
price
Unilever always sets the prices of the products in a way that the consumer will get it.
Unilever’s price seting strategy of the product is back by think and trageting consumer
with and level of income ,massproduction and extinsive selling
promoyion
Sales promotion is essential for increasing demand of the product. The promotion
includes advertising, personal selling and sales promotion. The sellers can inform the
customer through newspaper, television and posters about the product is available in the
market. The personal selling is another way of increasing the sales. The salesman can
meet the the prospect prsonally for demonstration of product and completion of sale. The
sale promotion schemes are introduced for the employees, customers, dealers and the user
of the product. It is short period action to get the quick response from the customers.
PLACEMENT:
The physical distribution includes middlemen transportation warehousing and inventory
control.the manufacturers can directily diliver goods to the customers when their products
are cosltly and customers are few.When consumers are large in number the suitable
transport system can be selected for regular dilievery of items from factory to
warehouses.There should bew properly inventory control.Inventory level must be
maintained to meet the demand of customers.
Unilever always use the mddlemen for the transfer of their products.Their products are
not so much costly and all the consumers are able to pourchase it.Therefore Unilever has
large number of consumers,for this purpose Univer use the appropriate way of placement
throughout the world.
• protect environments,
– Motives of Company We 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 of our key strengths:
– In fact, 150 million times a day, someone somewhere chooses a Unilever product.
• We create, market and distribute the products that people choose to feed their families
and keep themselves and t At Unilever we aim to help people in their daily lives. So
we keep developing new products, improving tried and tested brands and promoting
better, more efficient ways of working
focuses on:
Implement proper check and balance system Regarding Packing and quality Control Standard
• Develop and update products according to new market conditions. Provide variety in
price and Products Lines.
• Develop methods to provide coverage to more areas and to improve the Market share
and hence profit.
• Unilever should target both urban and rural areas to maximize profits.