BACKGROUND Unilever is a BritishDutch multinational consumer goods company.

Its products include foods, beverages, cleaning agents and personal care products. It is the world's thirdlargest consumer goods company measured by 2011 revenues after Procter & Gamble and Nestl and the world's largest maker of ice cream. Unilever is a dual-listed company consisting of Unilever N.V. in Rotterdam, Netherlands and Unilever PLC in London, United Kingdom. Both Unilever companies have the same directors and they operate as a single business. The current non-executive Chairman of Unilever N.V. and PLC is Michael Treschow while Paul Polman is Group Chief Executive. Unilever was founded on 1 January 1930 by Antonius Johannes Jurgens, Samuel van den Bergh and William Hulme Lever, 2nd Viscount Leverhulme. In the 1930s the Unilever business grew and new ventures were launched in Africa and Latin America. In 1972 Unilever purchased A&W Restaurants' Canadian division but sold its shares through a management buyout to former A&W Food Services of Canada CEO Jefferson J. Mooney in July 1996. By 1980 soap and edible fats contributed just 40% of profits, compared with an original 90%. In 1984 the company bought the brand Brooke Bond (maker of PG Tips tea). In 1987 Unilever strengthened its position in the world skin care market by acquiring Chesebrough-Ponds merged from Chesebrough Manufacturing and Pond's Creams, the maker of Rag, Pond's, Aqua-Net, Cutex Nail Polish, and Vaseline. In 1989 Unilever bought Calvin Klein Cosmetics, Faberg, and Elizabeth Arden, but the latter was later sold in 2000 to FFI Fragrances. Unilever owns over 400 brands, amongst the largest selling of which are Aviance,

Axe/Lynx, Ben & Jerry's, Dove, Flora/Becel, Heartbrand, Hellmann's, Knorr, Lipton, Lux/Radox, Omo/Surf, Rexona/Sure, Sunsilk, Toni & Guy, TRESemm, VO5 and WishBone. Unilever believe that as a business they have a responsibility to their consumers and to the communities in which they have a presence. Around the world they invest in local economies and develop peoples skills inside and outside of Unilever. And through the business and brands, they run a range of programs to promote hygiene, nutrition, empowerment and environmental awareness. They invest nearly 1 billion every year in research and development, and have established laboratories around the world where their scientists explore new thinking and techniques, applying their expertise to our products. The company mission is to add vitality to life. To Meet Everyday Needs For Nutrition, Hygiene and Personal Care With Brands That Help People Feel Good, Look Good and Get More Out Of Life. The main 5 product we are focusing on are 1.Lipton 2.LUX 3.Wall's 4.Demostos 5. Knorr

PRODUCT MARKET AND POSITIONING LIPTON Sir Thomas Lipton created Lipton at the end of the 19th century. Under the slogan direct from the tea gardens to tea pot .He wanted to make tea a popular and approachable drink for everyone with a high quality but reasonable priced product. The Lipton was acquired by Unilever in a number of separate transactions starting with the purchase of US and

Canadian Lipton business in 1938 and completed in 1972 when they bought the remainder of the global Lipton business. Compared to other tea brands, Lipton has always had a strong focus on innovation, given its continuous launch of both leaf tea and ready to drink tea products. Lipton tea focuses on providing its target audience a differentiated brand keeping in mind the tastes and preferences of the market segment.in order to keep on with the tradition, Lipton is introducing this new BUSHELLS TEA as one of the major boom in tea business. The BUSHELLS tea redefines the image of Lipton along with its traditional taste, but the new transformation of the product gives a kick-of-fantasy to the consumers. The target audience for the advertisement is the lovers .who consume tea in reasonable amount and like to try different varieties in it. BRAND PERSONALITY AND POSITIONING: Lipton has created a brand personality for BUSHELL TEA as the finest tea collected from the gardens of Yorkshire and the quality no other tea has. The place Yorkshire sports the uniqueness of the brand. The positioning of the product is also very much in contrast. When one hears the name BUSHELL.it will remind them of freshness and purity. The flavor melts down smoothly in the mouth that it takes you in the indulgence theme and makes you feel very much airy. LUX SOAP It started with laundry soap, which was produce in 1916 and then move to bathroom soap in 1925 it was founded in 1929 in India. First brand ambassador Leela Chitnis.

Lux trade character or logo is presented prominently in the package which is female model displayed graphically as the key ingredients. Their your skin will be fresh and smooth advert has been active since 1929.the advert usually featured all the top actress of the time the idea is to show the customer that if its good enough for a film star, its good for you. It created good position. Focus on buyers mind to offer better attributes, price and quality. Also offering product in a different way, to improved quality of the product affordable price with high branding and to position the product as best quality beauty soap in buyers mind WALLS Walls is a trusted ice cream and frozen desserts brand in Pakistan. It is ranked as # 24 in Newsweeks list of Asias top brands, the largest player in the Pakistan ice cream market and holds the lions share of the market. All Walls products are halal and are made with halal ingredients in a halal compliant manner. Wall`s has a wide range of ice cream products which include, Wall`s classic tubs, Wall`s cartons, Wall`s Cornetto, Wall`s magnum, Wall`s moo, Wall`s rocket, Wall`s spin, Wall`s twister and many more. Product position is the way the product is defined by consumer on important attributes, the place the product occupies in consumer minds relative to competing product. Walls Cornetto position is very strong in the mind of consumer because of its quality and uniqueness. Cornetto targeted young adults and as positioned as the product for romantic and special moments with a tag line of Love in every bite. Cornetto positioned them through aggressive penetration and captured market due to their unique recipe, huge

advertisement and proper supply chain. KNORR At Knorr, they want people to enjoy good food any day, any time. Theres no reason why everyday meals cant be just as magical as special occasions. A team of chefs based at Knorrs headquarters in Heilbronn, Germany, help come up with Knorrs culinary creations, with good food, convenience and innovation at the top of the agenda. The Knorr brand offers a wide range of soups, stock cubes, bouillons, seasonings and sauces designed to taste delicious and make mealtimes a nutritious, easy and enjoyable experience for everyone. Though Knorr presently leads the category the brand is expected to face stiff challenge from chings secret. However the brand has the distinct advantage of being first to own the category and therefore enjoys a very strong position in the customers minds. The overall positioning of the brand is based on two dimensions 1) taste and, 2) health This goes well with the global positioning of the brand, which is also about taste and health. This also supports well the core identity of the brand, which is SOUP. Chings secret on the otherhand is positioned as real chineese, this positioning is relevant for the brand because the brand is also present in instant food products like sauce, instant Chinese mix, vinegar, sweet corn, Hakka noodles etc. the positioning as real Chinese therefore strengthens the core of the brand which is instant Chinese food. It is unlikely that ching's secret can make much dent to Knorrs share because of its positioning as "Chinese" where Knorr owns the category "soup" in the customers mind. Maggi, another player in the dried soup mix category is a marginal player and has

extended into the category to capitalize on the brand image. Maggi however is too "noodleish" to pose serious challenge to Knorr. This however does not mean that Maggi has made a mistake by extending to this category, the extension is serving the brand well because firstly it is bringing additional revenues and secondly it complements the core identity of the brand which is instant food.