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    Lux Distribution Strategy

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    Aijaz Abdul Karim
    Unilever is a multinational consumer goods company that was formed in 1930 through the merger of Lever Brothers and Margarine Unie. It operates four factories in Pakistan and has over 20,000 employees in the country. Lux soap was first launched in 1916 and has been widely advertised in Pakistan for over 50 years. It is the leading soap brand with a 43% market share. Unilever has a centralized distribution system to efficiently supply its products to all major cities and rural areas of Pakistan.

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    Lux Distribution Strategy

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    Aijaz Abdul Karim
    1K views33 pages
    Unilever is a multinational consumer goods company that was formed in 1930 through the merger of Lever Brothers and Margarine Unie. It operates four factories in Pakistan and has over 20,000 employees in the country. Lux soap was first launched in 1916 and has been widely advertised in Pakistan for over 50 years. It is the leading soap brand with a 43% market share. Unilever has a centralized distribution system to efficiently supply its products to all major cities and rural areas of Pakistan.

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    Unilever is a multinational consumer goods company that was formed in 1930 through the merger of Lever Brothers and Margarine Unie. It operates four factories in Pakistan and has over 20,000 employees in the country. Lux soap was first launched in 1916 and has been widely advertised in Pakistan for over 50 years. It is the leading soap brand with a 43% market share. Unilever has a centralized distribution system to efficiently supply its products to all major cities and rural areas of Pakistan.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    1K views33 pages

    Lux Distribution Strategy

    Uploaded by

    Aijaz Abdul Karim
    Unilever is a multinational consumer goods company that was formed in 1930 through the merger of Lever Brothers and Margarine Unie. It operates four factories in Pakistan and has over 20,000 employees in the country. Lux soap was first launched in 1916 and has been widely advertised in Pakistan for over 50 years. It is the leading soap brand with a 43% market share. Unilever has a centralized distribution system to efficiently supply its products to all major cities and rural areas of Pakistan.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 33

    LOGO

    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.

    INTERVIEW CONDUCTED BY :

    LOGO

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