My first and foremost humble and gratitude to “ALLAH” the Almighty for giving me the valor to remain dedicated to make this term report.
This underlying term report is based on the analysis of different marketing functions of Lever Brothers Pakistan Limited. Applied on “Sunsilk”.
In making this term report, we collected the whole data from publications, internet and various international business magazines.
Apart from it I take the opportunity to acknowledge the real efforts of: Mr. Reza A. Syed, for guiding us,
Ms. Ayesha Khan (Assistant Product Manager of Sunsilk) and Mr. Khurram (Product Manager) without whose support this report wouldn’t have been possible.
As a final word, my sincere dedication is to the other students of “BAHRIA INSTITUTE”, they are the future managers in every field of life, they have my good wishes for their future success in management.
TABLE OF CONTENTS
Lever Brothers Pakistan Limited. 03
Sunsilk Mission Statement.05
LEVER BROTHERS PAKISTAN LIMITED
LBPL, the largest consumer goods producing company in Pakistan, was incorporated here in 1948 and started building their factory at Rahim Yar Khan. This factory was inaugurated formally in 1951 by the then Governor General of Pakistan.
LBPL moved into the personal care product business in 1981. It has gained a major market share due to the introduction of quality brands likeSunsilk, Lifebuoy, Lux and Fair & Lovely.
Lever Brothers was the recipient of Management Association of Pakistan (MAP) and Karachi Stock Exchange awards in recognition of its performance. For the purpose of MAP award, it was judged the best among the companies that have performed well in the areas of Financial Discipline, Management practices such as Risk Management, Corporate Governance, Social Responsibility and Research & Development.
Lever Brothers is committed to investment and modern production facilities thereby contributing to economic growth and employment opportunities.
NEITHER OUR OWN NOR OUR MAJOR COMPETITORS’ OBJECTIVES ARE SIMPLE OR OBVIOUS. THERE ARE MANY CHOICES BETWEEN SHORT TERM AND LONG-TERM PROFIT, BETWEEN GROWTH AND CASH FLOW, BETWEEN GROWTH IN ASSETS AND GROWTH IN EARNINGS, BETWEEN PROPORTIONS OF EARNINGS PAID TO SHARE HOLDERS AS DIVIDENDS OR REINVESTED.
It is reasonable to assume that these different objectives of different competitors predetermine some of their strategies and tactical behavior.
• Assess the concept of product acceptability, credibility and perceived benefits.
• Examine consumer’s assessment of the product, in terms of product performance and related benefits.
• Explore consumers’ reaction towards packaging.
• Understand consumers’ perception of quality advertisement in terms of its impact.
The New Sunsilk Shampoo aims at fulfilling the needs of its target market by offering a high quality, assessment of the concept in terms of its acceptability, credibility and perceived benefits, that it offers a healthy choice shampoo alternative to the targeted consumer. The theme of the product shall be anchored around the motto:
“Softness, shine and manageability of Hair”
Introduction of the Product
Sunsilk was introduced in 1989 in Pakistan with three variants related to hair types. Endorsement of a hair stylist was the first step in building the image of the brand as a hair care expert.
With the competition from local and multinational companies due to rationalization of excise duties, Sunsilk has not been able to gain the desired share...