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Lever brother is the old name of Unilever, changed into unilever after the merger of LEVER BROTHER & MARGARINE UNIE in 1930 Unilever is the largest and leading multinational company Unilever commence their business from Netherlands Its products are on distribution in 151 countries around the world

In Pakistan it contributes to economic development by operating four factories at different locations around the country The company is manufacturing and marketing THE home and personal care products, beverages, ice creams and spreads Has 20,0000 employees in the Pakistan Operating in Pakistan for over the last four decades

Lux soap was first launched in 1916 as laundry soap The name 'Lux' was chosen as a play on the word "luxury. LUX has been widely advertised in Pakistan from more than 50 years LUX is the leading soap brand in Pakistan, representing the stylish class of Pakistan Lux always likely as a pure and mild solution to soft and smooth skin. The market share of LUX is 43 %

Strawberry & Cream

Peach & Cream

Crystal Shine

Aqua Sparkle

Nature Pure Magical Beauty

Unilever has a system, which gives maximum result. Supply of product is monitored in such a way that there are minimum chances of shortage in supply

Lux is distributed in Pakistan three major sections

Sales

CENTRAL SOUTH NORTH

Unilever has a centralized Intensive distribution system The main strategy of Unilever is Cross Docking Corporate commitment to promote process improvement globally

PRIMARY STAGE SECONDARY STAGE TERRITORY STAGE

CNC IMT LMT

Cash and Carry (Distributors) International Modern Trade (Makro and Metro ) Local Modern Trade (general trade )

Unilever manages a number of distributors in Pakistan

Molan and Philips HM saya

Faisalabad

Karachi

Distribution department sends

products directly to distributors

Wazirabad Lahore

Sales department makes sales

contracts with different parties and supply by advising distribution in rahim yar khan factory

Rahim Yar Khan (Central) Dera Ismail Khan Multan

Sales department send plans

for dispatch to these depots which take necessary action .

In Unilever central distribution department (Rahim Yar Khan) performs following functions: Receives finished products from production departments Receives monthly or weekly plans for distribution from marketing & sales department

To makes daily dispatch plan

To arrange transport facility for delivery of products

GEOGRAPHIC
CITY ALL MAJOR CITIES

CONTINENT ASIA

COUNTRY PAKISTAN

DENSITY URBAN

DEMOGRAPHICS

AGE 15-50+

GENDER FEMALES

INCOME Rs.20,000+

UNILEVER

DISTRIBUT RS

M NDI T WN

LES LERS

PKEEPERS T VILL GE

Rural coverage was expanded through a focused approach, adding 3,500 new villages and increasing UPL reach by 10,000 POPs in the rural area

INTRODUCTION STAGE GROWTH STAGE MATURITY STAGE DECLINE STAGE

Build selective distribution Build intensive distribution Build more intensive distribution Go selective

The Major rival of Unilever are; Zulfiqar industry- Capri Soaps factory located in Karachi.  Loigate Palmolive, Max factory located in Hyderabad. Procter & Gambler located in Karachi.

UPL provides trade incentives to distributors and customers against competitors They also provide various schemes to attract the customer

GSM RSM ASM TSM DISTRIBUTOR CUSTOM R

Lux should not emphasis on beauty segments Unilever Pakistan limited should expand their target market also towards the rural people Company should increase the number of warehouses for the purpose of in time delivery Company should spend 60% budget on distribution Company should also conduct different promotional activities in rural areas to attract rural consumer and social awareness. Company should provide different types of beauty soaps for male and female soap under the same brand name.

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