CHAPTER 1: LEVER BROTHERS PAKISTAN2
CHAPTER 2: WALLS4
CHAPTER 3: MAGNUM5
3.1MAGNUM IN PAKISTAN5
3.2MAGNUM, THE PREMIUM CHOC BAR5
3.4THE MAGNUM PERSONALITY6
3.5BRAND PERSONALITY AND VALUE7
CHAPTER 4: ENVIRONMENTAL ANALYSIS8
4.3GOVERNMENT AND REGULATORY FACTORS8
4.3.2Fiscal and Monetary Policy:9
CHAPTER 5: SWOT ANALYSIS11
CHAPTER 6: INSUSTRY ANALYSIS12
6.3.1Product Life Cycle13
CHAPTER 7: MARKET FORCES14
7.1NEW PRODUCT ENTRY PROSPECTS14
7.3POWER OF SUPPLIERS15
7.4POWER OF BUYERS15
7.5THREAT OF SUBSTITUTES15
CHAPTER 8: COMPETITOR ANALYSIS17
8.1COMPETITORS OF MAGNUM17
8.2DIRECT COMPATITOR (IGLOO QUANTA)18
8.2.1General Information about Quanta18
8.2.2Assessing Objectives of Igloo18
8.2.3Marketing Strategy of Igloo Quanta19
CHAPTER 9: CUSTOMER ANALYSIS23
9.1WHO ARE THE CUSTOMERS?23
9.2WHAT DO CUSTOMERS BUY?23
9.3EMOTIONAL ASPECT OF MAGNUM24
9.4HOW DO CUSTOMERS CHOOSE?24
9.5HOW DO THEY SELECT A PARTICULAR PRODUCT?24
9.6WHERE CUSTOMERS BUY?25
CHAPTER 10: MARKETING OBJECTIVES26
10.5MARKETING OF MAGNUM29
10.5.1THE INITIAL MAGNUM LAUNCH29
CHAPTER 11: SALES PERFORMANCE31
11.1SELLING POLICIES AND PRACTISES31
LEVER BROTHERS PAKISTAN
They are the largest consumers Products Company in Pakistan; and belong to Unilever group of companies, which makes up one of the largest global companies in the world.
LBPA was incorporated in Pakistan in 1948 and work started on the present factory at Rahim Yar Khan. In 1951 the factory was formally inaugurated by the then Governor General of Pakistan. Dalda Banaspati was the first product to come out of the factory followed by Lux toilet soap in 1954.
LBPA pioneered the business of processed animal and poultry feeds in Pakistan when we began their production and marketing in 1960. However due to immense difficulties it was not possible to keep this part of the business viable therefore it was closed in 1980.
A soap and glycerin factory was established in Chittagong in the then East Pakistan in 1961. However this factory is no longer part of LBPL as a result of the secession in 1971.
Surf, first of our non-soap-detergent (NSD) powders was launched in 1963. It is produced by arrangement with Fateh Ali Chemicals (Pvt.) Limited.
The present Karachi Edibles Factory was acquired in 1965 from A&B Oil Industries Ltd. Reconstruction and expansion of the factory was completed in 1994 making it one of the most modern plants in Pakistan.
LBPL moved into the Personal Products business in 1981. Further diversification on the food side of the business has taken place with the introduction of margarine and cooking oils. In 1994 a state of the art factory for production Ice Cream (Wall's) was erected and began production in a record time of 10 months.
Unilever has acquired Lipton and Brooke Bond business worldwide, however in Pakistan it was decided to merge Lipton with LBPL in 1984. Legal merger became effective in 1989. Lever Brothers and Brooke Bond merged in 1997.
Lever Brothers introduced Walls fourteen years ago in Pakistan. The product line consists from lollies to ice creams. This includes: Cornetto
Milky way etc.
Unilever committed its own resources to acquire 'Polka' and consolidate the ice cream market for Lever Brothers Pakistan. Low gearing and reputation as a...