The Crew

❑ Shihab – (Q1)
➢ Demand, Market, Value
➢ Slides & Animations

❑ Janaka – (Q1)
➢ Needs & Wants

❑ Theshan – (Q2) #SWOT

➢ Strengths & Weaknesses
➢ Presenter

❑ Sanjeev – (Q2) #SWOT

➢ Opportunities & Threats

❑ Chamathni – (Q3) #PEST

➢ Political Environment
➢ Economic Environment

❑ Hashini – (Q3) #PEST

➢ Socio-cultural Env
➢ Technological Env
 Introduction
❑ Unilever is a multinational consumer goods company formed in 1930 through
the merger of Lever Brothers and Margarine Unie.

❑ With a global presence and headquarters in London and Rotterdam, Unilever

offers a wide range of products including food, personal care, and home care
items under well-known brands like Dove, Lipton, and Knorr.

❑ Unilever's dedication to innovation, quality, and addressing consumer

requirements has brought the company to success in the consumer products
business.
Needs Wants Demand Market Value
➢ Needs are the basic human requirements (Kotler & Keller, 2012).

➢ Unilever satisfies a wide range of basic needs for its customers through its diverse portfolio of
products

Ex: -
1. Personal care needs
2. Home care needs
3. Nutrition and food needs
4. Hydration and health needs
5. Baby care needs
6. Beauty and grooming needs
7. Oral care needs
8. Fabric care needs
Needs Wants Demand Market Value
➢ Wants refer to the desires & preference of customers for specific products & services.

➢ Needs become wants when they are directed to specific objects that might satisfy the need
(Kotler & Keller, 2012).

➢ Unilever, being a multinational FMCG company, offers a wide range of products under various
well-known brands.

Ex: - 1. Personal care needs 3.Nutrition and food needs

1. Dove 1. Knorr
2. Fair and Lovely 2. Lipton
3. Ponds 3. Bru
4. Sunsilk

2. Home care needs 4. Beauty and Grooming needs

1. Surfexcel 1. Axe
2. Vim 2. Dove
3. Rin 3. Fairy and Lovely Men
4. Domex
Needs Wants Demand Market Value
➢ Demands are wants for specific products backed by an ability to pay. (Kotler K. , 2012).

(Unilever, 2022)
Needs Wants Demand Market Value
➢ Economists describe a market as a collection of buyers and sellers who transact over a particular
product or product class (Kotler & Keller, 2012).

➢ Marketers use the term market to cover various groupings of customers (Kotler & Keller, 2012).

➢ As an FMCG production company Unilever covers a huge verity of markets across the globe.

❖ Some of it’s main markets are: - 1. Personal care

2. Home care
3. Beauty and Cosmetics
4. Health and well being
5. Hygiene and Cleaning
6. Baby and Childcare
7. Pet care
Needs Wants Demand Market Value
➢ Value refers to the benefits that customers have got from a good or service in contrast with the
price paid to acquire it.

➢ Customer engagement and value are the key ingredients in the marketer’s formula for success
(Kotler, et al., 2018).

➢ Unilever provides
1. Functional value
2. Emotional value
3. Social value
4. Health and Wellbeing value
5. Innovation and Convenience value
to the customers through its products
Political & Legal
prices, and profits.
(Sri Lanka Inland Revenue, 2023)
Environment
Political Issues
Economic
➢ High prices caused by the economic
Environment crisis of 2022 forced people to be very
price sensitive, which created a
Socio - cultural significant impact on the pricing
strategies & profitability to companies
Environment like Unilever.
(Central Bank of Sri Lanka, 2023)

Technological
Environment Inflation
 like Unilever.
Political & Legal (Central Bank of Sri Lanka, 2023)
Environment
Inflation
Economic ➢ According to the Central Bank of Sri Lanka,
Environment for 2022, an inflation rate of 44.6% was
calculated (Central Bank of Sri Lanka, 2023).
▪ This has increased the costs for raw
Socio - cultural materials, manufacturing, and
distribution, which has increased
Environment expenses & potentially affected the profit
margins of Unilever

Technological
Environment ➢Unilever helps Sri Lankans cope
 expenses & potentially affected the profit
Political & Legal margins of Unilever

Environment
➢Unilever helps Sri Lankans cope
Economic with their insecurities by offering
Environment deodorant, skin-cleansing, and
oral care products under a variety
Socio - cultural of brands, including
Dove, Rexona, LUX, Axe,
Environment Lifebuoy, etc.

Technological
Environment ➢ Unilever Sri Lanka has taken a major stride
 Lifebuoy, etc.
Political & Legal
Environment
➢ Unilever Sri Lanka has taken a major stride
Economic in enriching its official e-commerce platform,
uStore.lk, through a strategic partnership
Environment with CBL Group, expanding the range of
products available to customers.

Socio - cultural
Environment
(Unilever, 2023)

Technological
Environment
 Strength
➢Unilever is a big company that operates
in almost 190 countries. This widespread
reach allows the company to connect
with diverse markets and cultures.
(Unilever, 2023)

➢Unilever's portfolio of well-established

brands has solidified its positions as a
trusted and familiar choice in households
around the world.
 Weakness
➢The biggest weakness that Unilever
face is that, their products are easily
replaceable or copyable.

➢Moreover the company lacks a

strong & direct impact on
consumers. Instead, it's the
retailers who have a more direct
influence on them.
 Opportunities
➢ Unilever can broaden its business
scope by entering industries other
than FMCG. This could open new
paths for growth and revenue
generation, reducing the company's
reliance on a single sector.

Ex: - ▪ Technology
▪ Healthcare
▪ Renewable energy ETC…
 Threats
➢ The tough competition in the FMCG
market with big companies like P&G
and Nestle, along with many local ones,
are always competing with Unilever.
This makes the FMCG industry even
more intense.

➢ Fluctuations in the global economy can

influence consumer spending patterns,
which can have a significantly high
impact on the sales of Unilever.
 References
➢ Central Bank of Sri Lanka, 2023. Consumer Price Inflation. [Online]
Available at: https://www.cbsl.gov.lk/en/measures-of-consumer-price-inflation
[Accessed 17 August 2023].

➢ Kotler, Armstrong, G. & Opresnik, M. O., 2018. Principles of Marketing. 17th ed. Harlow: Pearson Education Limited.

➢ Kotler, P. & Keller, K. L., 2012. Marketing Management. 14th ed. New Jersey: Pearson Education, Inc.

➢ Sequeira, Y., 2023. FMCG SECTOR. [Online]

Available at: https://lmd.lk/fmcg-sector-3/
[Accessed 17 August 2023].

➢ Unilever, 2022. Annual Report and Accounts, England and Wales: Unilever Communications.

➢ Unilever, 2023. Unilever Sri Lanka partners with CBL Group to expand uStore.lk. [Online]
Available at: https://www.unilever.com.lk/news/press-releases/2023/unilever-sri-lanka-partners-with-cbl-group-to-expand-
ustorelk/
[Accessed 17 August 2023].

➢ Sri Lanka Inland Revenue, 2023. Advance Personal Income Tax Tables. [Online]
Available at: http://www.ird.gov.lk/en/publications/sitepages/apit_tax_tables.aspx?menuid=1503
[Accessed 20 August 2023].

➢ Central Bank of Sri Lanka, 2023. Exchange Rate Movement-Rupees per USD. [Online]
Available at: https://www.cbsl.gov.lk/en/rates-and-indicators/exchange-rates/usd-lkr-Indicative-rate-chart
[Accessed 20 August 2023].