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BY THE AFOREMENTIONED STATEMENT.

Table Of Contents

Unilever Summary ……………………………………………………………………………….3

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History…....................................................................................4

Mission statement..……………………………………………………………………………….5

Product Review………………………………………………………………………………….13

PONDS……………………………………………………………………………………………..……14

Ponds Age Miracle Range ……………………………………………………………….15

Communication Effect Research……………………………………………………..16

Positioning……………………………………………………………………………………………16

Marketing Mix……………………………………………………………………………….……..19

Market Segmentation & Target Market……………………………………………….22

Competitors…………………………………………………………………………………………..24

Methodology………………………………………………………………………………………...24

Questionnaire……………………………………………………………………………………….25

References…………………………………………………………………………………………….26

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 DEDICATION

This research report is dedicated to our honorable

and the most Respected

SIR DR. M.AZAM KHAN CHISHTI

Introduction To Unilever
Unilever is a 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, Worrall, Merseyside.
Unilever is a dual-listed company consisting of Unilever NV in Rotterdam, The
Netherlands and Unilever PLC in London, United Kingdom. This arrangement is similar
to those of Reed Elsevier and Royal Dutch Shell prior to their unified structures. Both
Unilever companies have the same directors and effectively operate as a single
business. The current non-executive Chairman of Unilever N.V. and PLC is Michael
Treschow while Paul Polman is Group Chief Executive.
Unilever's main competitors include PepsiCo, Procter & Gamble, Nestlé, Danone, Kraft
Foods, S.C. Johnson & Son, Reckitt Benckiser and Henkel.

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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 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.

Unilever Mission Statement:

“Vitality is at the heart of everything

we do. It's in our brands, our people
and our approach to business.”

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Skin care means different things
to different people. But it all
comes to a single need where
we like to have a smoother skin
which reflects our real beauty.

Product Review
Our product is an anti-aging skin care product. Its main feature is that it
removes

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wrinkles caused by the passing age on the skin. Pond’s, which is a brand of
Unilever, is one of the world’s most renowned and trusted names in beauty
products

Brand Name: -
The name of product is “PONDS AGE MIRACLE”.

Brand Logo: -
Our brand logo is

Ingredients:
Main - CLA - Conjugated Linoleic Acid
Other water, Dimethicone crosspolymer/ Cyclopentasiloxane, Ethylhexyl
methoxycinnamate, Glycerin, Caprylyl Methicone, PEG-10 Dimethicone/
Disteardimonium hectorite/ Cyclopentasiloxane, Isomerized Linoleic Acid, Caprylic/
Capric Triglycerides, Zinc Oxide/ Triethoxycaprylylsilane, Fragrance, Tetradibutyl
Pentaerithrityl Hydroxyhydrocinnamate, Stearic acid, cholesterol, Mica/ Titanium
Dioxide, Tocopheryl Acetate, Bisabolol, BHT, DMDM Hydantoin/ Iodopropynyl
Butylcarbamate, Linoleic acid, Borago officinalis Seed Oil, Disodium EDTA, Retinyl
Palmitate, Sodium Ascorbyl Phosphate, Butylene Glycol/ Carbomer/ Polysorbate 20/
Palmitoyl Oligopeptide/ Palmitoyl Tetrapeptide-7, Coriandrum sativum seed oil.

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 Pond's Age Miracle:
The anti ageing line with breakthrough technology is bringing about miracles in
countries across Asia with its promise of visible reduction in wrinkles and age spots in
just seven days*. Its "7 day challenge with Money back guarantee" invites consumers to
select Pond's counters throughout the country to buy the Pond's Age Miracle day cream
(50ml).Consumers can try the product and if unsatisfied with the results then they can
return the cream and get their money back**.

In the anti ageing market category, this 7 day challenge campaign is a truly unique
offering from Ponds age miracle, something that has never been done before. It
underscores the strong belief that Ponds has in its revolutionary anti ageing line to
deliver effective results for the woman.

The power ingredient behind Pond's age miracle is CLA - Conjugated Linoleic Acid - a
natural, non-irritant first discovered by Pond's in 1996. For the past 9 years, this wonder
ingredient was intensively researched by Ponds Institute, to make it suitable for Asian
skin. CLA helps reverse the signs of aging by stimulating the production of skin repair
from deep within the layers of the skin. It is the key that opens the door to younger,
radiant and more youthful-looking skin. .

In short, CLA kick starts the skin to become active again and repairs skin where the
core aging processes have occurred. CLA helps reduce the appearance of age spots,
outer cells are rejuvenated whilst the renewal rate of new baby skin cells increases. It
also combats fine lines and deep-seated wrinkles and the support network to skin
provided by collagen, decorin and elastin are enhanced, providing a better cushion for
the skin's surface.

The Pond’s Age Miracle Range

Includes The Following:
• PONDS Age Miracle Daily Regenerating Facial
Foam PONDS Age Miracle Concentrated
Resurfacing Serum
• PONDS Age Miracle Dual Eye Therapy UV
• PONDS Age Miracle Daily Resurfacing Day Cream

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 • PONDS Age Miracle Overnight Repair Cream

Essential features:
Hypoallergenic
Dermatologist tested
Safe for contact lens wearers
Alcohol free
Ideal for all skin types
Non-comedogenic – won’t clog pores

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Product Concept:
The 7 signs of aging typically includes:
• Wrinkles and fine lines which are usually because of UV rays, tobacco or of
genetic inheritance.
• Texture of the non-uniform skin, a usual cause of aging which mainly causes the
skin to become thinner and more fragile, losing its elasticity gradually.
• Unequal pigmentation, with passage of time the production of the natural pigment
of the skin and the melanin falls, and this causes blemishes on the skin.
• Lack of luminosity, which is due to the diminution of the hormonal activity.
• Visible pores.
• Age spots, as a result of prolonged solar exposure.
• Dryness, usually due to dehydration that turns the skin dry and rough.

Communications Effect Research:

Measurement Technique :
Administering questionnaire- open ended questions

Data Collection approach :

Consumers: Online questionnaire to be answered after watching the Pond’s age miracle
ad attached in the mail

Sample Obtained :
Consumer Sample = 50
All women in the age group of 25-50 in the households with annual income of 6 lacs per
annum

Creative Strategy
✔ Transformational appeal
✔ Positive emotional appeal – inspirational value
✔ Character of women in the advertisements - intrinsic confidence, self sufficiency, excellence in
their field

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Positioning
:-
A positioning built on meaningful differences, supported by appropriate strategy and
implementation, can help the company build competitive advantage.
We are positioning our product in the minds of people by our slogan and our logo that
reflects youth, as it makes the skin wrinkle free like the skin of young people

Our positioning statement and logo is:

Tagline - “THE MIRACLE IS YOU”

Message source
✔ No celebrities
✔ Women with following qualities
○ Successful
○ Intelligent
○ Confident
○ Balanced personality

Marketing Research
Marketing research managers interact with customers to define Problems and identify
the information needed to resolve them our Research manager designed research
projects prepare questionnaires and samples analysis data prepare reports and present

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their finding sand recommendations to management he must understand statistics
consumer behavior psychology and sociology.

Using research we are identifying the specific feature and benefits that are target
market segment values. Feedback from market tests surveys and focused groups will
help us to develop the PONDS AGE MIRACLE. We are also measuring and analyzing
customer, attitude towards competing brands and products. Brand awareness research
will help us to determine the effectiveness and efficacy of our messages and media.
Finally we will use customer satisfaction studies to gauge market reaction.

Olay and Ponds battle to iron out wrinkles

When Procter & Gamble (P&G) and Unilever (UL) pushed the button at the same time,
that of the anti-ageing cream segment, the category sprung from a meager Rs 60 crore
to over Rs 300 crores in just one year.

Marketing Head of P&G said, “In less than a year since the launch, Olay has captured
the market like it was always here - with 20% market share in a young anti-ageing
market seeing 500% sales growth annually.

In comparison, the incumbent Ponds - with 18.6% market share in May, has had it
tougher despite a longer presence here. Ponds itself went through a makeover, two
years back, moving from white and blue to a pricy red range of age control products to
preempt Olay's launch in Pakistan.While UL was not willing to comment on this story,
experts say in the end it was trounced by Olay in the grass root branding strategy.

MARKETING MIX:
PRODUCT

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 SKU Size Directions for Use
Facial 100 g Dampen face, apply foam to hands, foam and gently use to cleanse face.
Foam Rinse off. For best results, use in tandem with PAM Cream.
Toner 150 After washing the face in the morning and evening, apply to a cotton pad then
mL gently wipe the face from the bottom upwards. For best results, use in tandem
with PAM Cream.
MUR 150 After using make-up during the day or evening, apply to a cotton pad and
mL gently wipe the face from the bottom upwards. Wash the face with PAM facial
foam after. For best results, use in tandem with PAM Cream.
Cream 30 Apply daily, twice a day, on face & neck after cleansing your face in the
mL morning and evening, avoiding eye contour. For best results, use in tandem
with PAM range.
Cream 50 Apply daily, twice a day, on face & neck after cleansing your face in the
mL morning and evening, avoiding eye contour. For best results, use in tandem
with PAM range.
Serum 30 After cleansing face during morning or evening (before applying moisturizer),
mL apply on face and neck, avoiding eye contour. For best results, use in tandem
with PAM Cream.
Eye 15 After cleansing face during morning or evening, dab a small amount around
Cream mL and under the eyes. Stimulate skin by using the ring finger to gently rub eye
cream. For best results, use in tandem with PAM range.

Place
With distribution being restricted to speciality beauty and wellness chains (which are
very few in number) and through lifestyle stores, the premium products are being made
available at 100 distributor outlets, which should go up to 200 by the year end, across
the top 30 cities.

Price

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Pricing is the most important factor in our marketing mix. Our pricing strategy will be
such that is fair to the customers, as our objective is to attain customer loyalty.

➢ Objective is to attain customer loyalty.

➢ Fair to the customer.

➢ Price ranges from 400-500.

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 MARKETING COMMUNICATION
PROCESS: -
Marketing communication is an integral part of product strategy. We are entering the
market with high advertisement of our product in order to create a strong image of
PONDS AGE MIRACLE in the mind of our target customers.

We will set our total promotional budget on the “Objective and Task method”. Our
objective is to attract the customers towards our product and we will use excessive
advertising to achieve this goal. We will use different advertising tools to advertise our
product, which include.

MARKET STRATEGY
Market Segmentation: -
We have segmented the market on Demographic basis that is on the basis:
Age - Above 35

Income Level – 30,000 and above
Gender - Females
Social status – High middle class

TARGET MARKET OF PONDS:

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Pond’s is the leading skin care expert including a deep understanding of women’s
emotional needs. Pond’s also believes that beautiful skin will not only make them feel
complete and more confident in their appearance but will help them to find love and
romance.

➢ Women above 35 that serve as Romance Revival for married women who long
for renewed romance throughout their marriage.
➢ Women who are conscious of their looks and want to look beautiful at all time.
➢ For those women who spend much time on personal care.
➢ Upper class women
➢ Also geographically our target customers are the People residing in cities.

COMPETITORS
In the market for just a year, Pond’s Age Miracle wasn’t leaping off store shelves. It
faces strong competition from entrenched like Olay, Loreal ,Garnier, Revlon. Olay have
also come to offer their own product which is also aimed to minimize the signs of aging.
This is the Olay Total Effects. Aside from a simple skin care product, Olay has extended
its heritage as a moisturizer to stay looking young, to formally creating the “anti-aging”
category in mass stores with the launch of Total Effects in 1999. One factor that made
their product very popular is with its affordability. Most Asian women, tends to be
fastidious about their skincare regimen. Beauty care is one of the few areas where they
tend to be loyal to favorite products..

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POND'S MIRACLE LAB ACTIVATION
Since Pond's is entering premium market with its anti aging platform, it is necessary to
support the launch with premium and massive activation With this mission to answers,
Ponds launch its Miracle Lab activation which not only about bringing premium Pond's
product through Beauty Counter like other skin product do, this time it is about bringing
total Pond's image on a higher ground which delivers more modern, premium, more
expert Focus on Anti-Aging as product anchor. Therefore in this activation Pond's
creates a big hype and then followed by massive news amplifications so it helps
generate images in people perception of Ponds as a leading premium product in the
anti aging platform.

QUESTIONNAIRES
1. What is your age?
a. 25-30
b. 30-35
c. 35 +

2. Are you married?

a. Yes
b. No

3. Which current anti aging product you are using?

a. Garnier
b. Ponds
c. Olay

4. Are you satisfied with quality?

a. Yes
b. No

5. Why you choose your current anti aging product?

a. TV’s
b. Doctors Advise
c. Through friend

7. Do our age miracle meet your expectations?

a. Yes
b. No
c. Can‘t say

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8. How is the price of our ponds products?
a. low
b. High
c. Affordable

9. Suggestions about our product.

10. Comments to improve our product.

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 “References”
“Introduction to Marketing” by Philip and Kotler

➢ www.google.com
➢ www.pakistaneconomist.com
➢ www.pond’s.com
➢ www.olay.com
➢ www.garnier.com

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