The document provides information on several consumer goods companies operating in Pakistan, including Unilever Pakistan, Reckitt Benckiser, and Procter & Gamble. Unilever Pakistan is the largest FMCG company and operates factories around the country. It markets food brands like Knor and Blue Band, and personal care brands like Lux and Lifebuoy. Reckitt Benckiser is a global leader in household cleaning products and markets brands like Dettol, Durex, and Strepsils in Pakistan. Procter & Gamble entered Pakistan in 1991 and markets brands like Head & Shoulders, Oral-B, Vicks, and Safeguard soap. The companies utilize effective marketing strategies like brand building,

1. Marketing Assignment
Uniliver Pakistan
“Feel good, look good and get more out of life.”
The Unilever Pakistan Limited (UPL), formerly Lever Brothers
Pakistan Limited was established in Pakistan1984. The town of
Rahim Yar Khan was the site chosen.
Mission “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”."Lever brothers will be the foremost consumer
product company in Pakistan with care, skin, and setting up a
vegetable oil factory.
Unilever Pakistan is the largest fast-moving consumer goods (FMCG) company in Pakistan, as
well as one of the largest multinationals operating in the country. Now 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.
ice-cream and spread. Already positioned in tea, hair, dental and household care,
substantially profitable position in cooking oils and fats our strengths come from our people and
from combining the best of our international as well as Pakistan origin. Our commitment is to
continuously care for the need of our customers, consumers, employees, suppliers, share holders
and the community in which we live."As one of Unilever's leading brands, it has always been
Wall's mission to add vitality to your life- while being responsible about good nutrition.
Brand
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2. Marketing Assignment
 Food Brands
 Badami : Traditional Kulfi ice cream by Walls.
 Blue Band: Margarine
 Brooke Bond A1 : Strong tea by Brooke Bond.
 Brooke Bond Supreme: Tea
 Cornetto: Cone Ice-cream by Walls.
 Energile : Instant energy sports drink.
 Fruttare :Real fruit pulp ice cream
 Knor: food range that includes: Instant Noodles,
Chicken Cubes, Ketchup, Sauces and Meal makers.
 Lipton : Tea
 Magnum: Chocolate Vanilla ice cream by Walls.
 Pearl Dust: Dust tea for Sindh region.
 Rafhan: Corn Oil & Desserts Range.
 Wall's Heartbrand: Ice cream range in Cups &
Sticks.
 Unilever Food solutions
 Wall's Dessert: Ice cream desserts.
 Wall's Kid's Range: Ice cream range for kids by Paddlepop and Moo.
 Personal Care
 Close Up: Toothpaste
 Fair & Lovely: Fairness products.
 Lifebuoy shampoo
 Lifebuoy soap: Soap & hand wash range.
 Lux : Soap, hand & body wash.
 Pond's -: Talc & beauty cream
 Rexona: Does and Anti-per spirants
 Sunsilk : Shampoo range.
Home Care Brands
Comfort: fabric conditioner.
Surf Excel: detergent and gentle wash
Domex: toilet cleaner
All the products sold by a multi-product company at time can be classified in broad
categories which are called” product line.”
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3. Marketing Assignment
Rafhan Pudding
Rafhan Ice cream
Rafhan Corn oil
Rafhan jelly
Rafhan Custard
Dove Conditioner
Dove Shampoo
Dove Soap
Dove on Treatment
Dove serum
Pink power
Pink blast
Domex orignol
Lemon explosion
How They Serve the Market
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4. Marketing Assignment
Our global portfolio of brands is trusted by consumers the world over. Marketing is critical
to understanding, creating & building demand.
Challenge brings reward
The scope and variety of their marketing activity is huge. Working on great categories and
brands in a competitive environment that changes all the time, the pursuit of market share and
volume growth is a challenging and rewarding role.
Expert knowledge
To engage closely with consumers understanding their preferences and needs. To operate at a
global, regional and local level across a broad range of products. To experience world-class
professional development and acquire leading edge skills. To lead assignments that builds
business and brand equity. The discipline is divided in two broad areas.
Brand development
This is about creating exciting and compelling visions for our brands and developing plans
across the full marketing mix. It includes brand communications, innovation and renovation as
well as channel-specific propositions.
Brand building
Here we translate those visions into a local market context, plan practical activity and make sure
those plans are executed flawlessly. Through leading the country operations, this team’s job is to
deliver market share and revenue.
Uniliver has great marketing strategies ,good customer relation management, having fast
distribution channels and their product reach to all local market. Create a positioning of their
brands in customers mind. Their promotion activities are very strong through TV adds
http://www.rb.com/RB-worldwide/Operations-around-the-world/Pakistanill boards and different
promotion programs like of Suslik,ponds,fair & lovely they create product differentiation .
For Lux in their adds different personalities are shown to attract the customer,Lux style awards
are launch a large scale promotion. Surf Excel “tools for school” in this program show social
responsibility and build a image in customer’s mind. Building a customer value and day by day
increase their customers.
Reckitt Benckiser (RB)
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5. Marketing Assignment
Reckitt Benckiser plc (LSE: RB) is a British multinational consumer goods company
headquartered, United Kingdom. It is the world's largest producer of household cleaning
products and a major producer of consumer healthcare and personal products. It was formed in
1999 by the merger of the UK-based Reckitt & Colman plc and the Netherlands-based
Benckiser NV.
Reckitt Benckiser's brands include Dettol (the world's largest-selling antiseptic), Strepsils (the
world's largest-selling sore throat medicine), Veet (the world's largest-selling depilatory brand),
Air Wick (the world's second-largest-selling air freshener), Calgon, Clearasil, Cillit Bang, Durex
and Vanish.[4] It has operations in around 60 countries and its products are sold in over 180
countries.
Logo
In 2009, Reckitt Benckiser revamped its corporate identity to reposition its brand as 'the power
behind the Power brands'. This saw the launch of a new logo to replace the logo which had been
introduced at the time of the Reckitt/Colman merger in 1999. The new logo is a pink kite mark
containing the letters 'RB'. The logo is often used with the company's full name Reckitt
Benckiser in grey alongside the kite mark logo, using a typeface designed especially for the
company. The new logo, created by branding agency The Workroom, was inspired by a sports
kite and is intended to reflect the 'loud, confident personalities of its Power brands'. The identity
has been introduced on packaging, and is used on.
Products of Reckitt Benckiser Pakistan
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6. Marketing Assignment
Reckitt Benckiser organizes its products into six categories: surface care,
fabric care, dishwashing, home care, health and personal care, and food. The
company's strategy is to have a highly focused portfolio concentrating on its
19 most profitable brands, which were responsible for 62% of net revenues
in 2008Reckitt Benckiser Pakistan currently produces the following
products.
Dettol
Durex
Strepsils
Cheery Bloosom
Veet
Morteen
SquasBrite
Harpic
 Hand wash:
Original *skin care *sensitive *fresh
 Anti-Septic Liquid:
Original *skin care *cool *Re-energizer
 No touch hand wash:
Cucumber *Original
 Body wash:
Original *skin care *Nourishing *soothing
How Reckitt Bencksier Serve the Market:
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7. Marketing Assignment
Reckitt Bencksie Pakistan the world largest producer of the house hold cleaning items and
a number of product related to personal car, health and home care are involved in it.
They serve their customers in a very effective way ,their product prices ranges are suitable for
the customers and their product are available easily in a local market their distribution channels
are vary fast and efficient.Teir products quality give completive advanced to their competitors
and their promotions schemes are very attractive to the cus tomers.Their advertising strategies
are appealing for the customers. Dettol the no 1 brand of the company having a large product line
,and their best personal and health care product available in every size, price and packaging in
different variety.
Provide good quality to the customers and bring innovations and product development to sustain
their competitive advantage.
Procter and gamble of Pakistan is a subsidiary of Procter and Gamble USA
established in1990 and started production in 1991.The P&G Company were founded in 1837 in
Cincinnati, Ohio and from the very beginning have been a leading manufacturer and marketer of
the consumer goods. Company sells more than 250 brands in more than 130 countries and its
operations are in more than 70 countries. It is therefore also rated in the top 25 of the FORTUNE
500 companies. P&G is the only company that commercialize its product just after five months
.With the passage of time P&G acquire different other companies to enhance the business. In
1980, as it approached its 150th anniversary, P&G was poised for a most dramatic period of
growth in its history. Company serves 106000 employees all over the world.
P&G started its operations in Pakistan in 1991. First it introduces its brand of Head& Shoulder
After that it gave brand of Vicks and Olay oil.
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8. Marketing Assignment
Now company has eleven brands in Pakistan .The yearly sales consistently doubled during
the past three year.
BRANDS IN PAKISTAN:
Head & Shoulder
Oral-B
Vicks
Pentene
Rejoice
Camay
Safeguard
Pampers
Always
Ariel
Gillett
Product Line
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9. Marketing Assignment
 Safeguard Soap
Safeguard lemon
Safeguard Alovera
Safeguard Vitamin E
Safeguard Honey
 Safeguard Hand wash
How Serve the Market
Marketing resources are very critical for every organization because it leads to the performance
of a company. An organization with worthwhile marketing resources can fetch high sales and
profit. Marketing resources include following ingredient: -
Breadth and depth of product line
Market share
Marketing information system
Distribution channel
Market coverage
Company image
P&G is doing concentrating efforts on the best quality growth opportunity in the whole market.
They have very large product lines of their product available in different sizes and packaging
,having a large market share. . P&G has developed a marketing information system. with the
help of this system, P&G gets market information, which leads to better marketing planning.
Moreover, sales force of P&G is served as source of information about the market in different
segments because its sales force has direct contact with the customers. Distribution channel of a
company is a very important for its survival, and especially in soap industry, they have to make it
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10. Marketing Assignment
excellent, because if they will not make it easily available to the consumer, all is useless. So
providing needs, satisfying goods at the right place is very important. P&G has launched a new
promotional program for safeguard. For this purpose, they followed two methods. Health
education programs in schools and Seashore protection.
References
.
http://www.unilever.com/brands/foodbrands/blueband_rama_countrycrock_doriana/i
ndex.aspx.
http://www.gcimagazine.com/business/suppliers/acquisitions/42958262.html.
http://www.unileverbestfoods.com/ourbrands/foods/Heartbrand.asp.
http://www.unilever.com/brands/personalcarebrands/default.aspx.
http://www.searchqu.com/web?src=derr&appid=123&systemid=431&q=http%3A%2
F%2Fwww.pg.com%2Fen_PK%2F
http://www.rb.com/RB-worldwide/Operations-around-the-world/Pakistan
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