Abstract:
FMCG Industry of Pakistan is growing over the past few years. All the FMCG Companies are
using different strategies in order to compete efficiently in the market and increase their market
share.
Unilever Pakistan Ltd. started its operation in Pakistan in the year 1958. It started its operations
in Pakistan by setting up a vegetable oil factory in Rahim Yar Khan and it was the first
manufacturing plant of Unilever in newly established Pakistan. Now, Unilever Pakistan is an
established company. Unilever Pakistan has played a major role in the economic development of
Pakistan.
Both exploratory and descriptive study has been under taken to better understand the nature of
the problem. A survey was conducted from the shareholders of Unilever Pakistan and ratio
analysis of the audited financial statement for the year ended December 31s12010, December 31st
2011 & December 31st 2012 was done to analyze the growth of Unilever Pakistan.
Unilever Pakistan is now mainly targeting the rural areas of Pakistan to double its market share
because most of the population of Pakistan lives in the rural areas. Core competency of Unilever
Pakistan is its distribution network and product quality. Most of the revenue is generated from
Home and Personal Care Products. Other segments are also growing but the tea segment is
suffering because UPL is losing its market share in this segment because of unethical practices
from smugglers of tea in Pakistan.
