LEVER BROTHERS PAKISTAN (pvt.) Ltd industrial visit report
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22-02-2011, 03:35 PM
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LEVER BROTHERS PAKISTAN (pvt.) Ltd
LBPL are the largest Consumer Products Company in Pakistan; LBPL belong to Unilever Group of companies, which makes up one of the largest global companies in the world.
The company was first established as Sadiq Vegetable Oils and Allied Industries Bahawalpur as a subsidiary of Unilever Co. of England. This was planned before August 1947 by Lever Brothers, Bombay.
LBPL in Pakistan
LBPL was incorporated in Pakistan in 1948 and work started on the present factory at Rahim Yar Khan. In 1951 the Governor General of Pakistan formally inaugurated the factory. Dalda Banaspati was the first product to come out of factory followed by Lux toilet soap in 1954.
LBPL pioneered the business of processed animal and poultry feeds in Pakistan when they began their production and marketing in 1960. However due to immense difficulties it was not possible to keep this part of business viable therefore it was closed in 1980.
We are the leading consumer products company in Pakistan, a multinational with deep roots in the country.
We serve the every day need of all consumers everywhere for food, hygiene and beauty through branded products and services that deliver the best quality and value.
We use our superior customer understanding to produce breakthrough innovations in brands and channels.
Our brands capture the heart of consumers through outstanding communication
ANALYSIS OF MISSION STATEMENT
Product Market Domain
Organization Key Value
Form And Sources Of Competitive Advantages
commitment to excel and we are here to sell aspiration not brand. So, the core vision is integrating and that is to excel in every field whatever Lever Brothers do to provide customer delight and value. The Lever Brothers have been able to follow the track set by their vision and to achieve the standards set by their customers.
For product continuous improvement strategy is being adopted
continuously launching different variants in Sunsilk.
Previously launched 12 variants than reduced to 6 variants
launched another variant i.e. Sunsilk White antidandruff.
Lever Brothers Pakistan Limited have been using mediocre price strategy
Neither too high nor too low i.e. lower than P&G but higher than Bio Amla Shampoo.
Due to cost focused strategies they are able to provide customers with low prices as to retain their target market which is mainly the middle class.
In case of promotion, due to restriction from parent company and Elide Hair Institute they are bounded to follow celebrity beautician focused promotional campaigns and entirely focusing the female segment for Sun silk Shampoo.
They also use electronic & print media
We can see pamphlets, board etc.
Distribution strategy is not different other than any product same distribution strategies adopted for complete product line. No separate or customized strategy adopted for Sunsilk.
They use top locations
They seek ease to their costomers