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Lifebuoy in the United Arab Emirates
Pages 5 (1255 words)
NAME SUBJECT PROF DATE Lifebuoy Anti-Dandruff Shampoo: Identifying Marketing Opportunity in UAE Lifebuoy is a brand of a multinational company that is known worldwide for its products. Unilever is a British-Dutch multinational company founded in 1930. It has wide array of products consisting of famous brands in foods, beverages, personal care and cleaning agents.
The Unilever started in Saudi Arabia by appointing Binzagar family as official representative. In 1992, the company decided to open its first office in Dubai followed by a joint venture in Egypt. It was operated in three clusters. In 2007 all the three were combined and became Unilever North Africa and Middle East to consolidate its operations, leverage synergies of scale and cost arbitrage. It is considered as the market leader in the region with a market turnover of US$ 1.3 billion (Unilever North Africa and Middle East Bucks the Global Trend, 2009). The brand Lifebuoy has come a long way through the years. It is one of the country’s oldest brands launched in 1894 as Lifebuoy Royal disinfectant soap. Considered as an affordable soap to support people seeking better personal hygiene, it was launched across the world and continued to be a leading brand in India (Lifebuoy Shampoo). Lifebuoy brand has also a shampoo line which includes variants such as hair fall, herbal and anti dandruff. It was launched in 1997 in Pakistan and a leading brand ever since. It provides affordable shampoo for the Pakistanis regardless of lifestyle and class. Every variant should have a detailed description of the product for consumers’ information. ...
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