LAHORE – Dove, Pond and Toni & Guy are the Unilever’s brands of personal care category, available online to buy from anywhere in Pakistan but lot of people don’t know why the largest FMCG in Pakistan enters into click-stores world.
Unilever with the worth of 70 billion is among those multinational companies (MNCs) working to attract digital population as half a percent of company’s global turnover comes from ecommerce and by 2017 the organization wants two percent of its sales to come from ecommerce.
PakistanTribe.com has tried to find out the reasons behind the decision. Recently Amir Paracha, vice president, costumer development, Unilever Pakistan spoke about the strategy-shift where he reveals something interesting.
Dove, Pond’s and Toni & Guy brands are not widely available in bricks and mortars stores, now people can avail the product online.
People out of Karachi, Lahore and Islamabad can’t buy expensive items of such brands due to non-availability in local stores, so now they can avail high investment products online too.
People often think that money only sits in urban areas, which is a myth. 50% of Daraz sales come from outside of Karachi, Lahore and Islamabad, so online availability of Dove, Pond and Toni & Guy give those people an opportunity who have the money.
“We have also listed Toni & Guy which is a high street, high fashion product and quite expensive. Now, in order to buy such a product you want to first do some online research and read other people’s reviews. With online you can do all the local and international research you want and then make a purchase.”
Good News for E-Commerce Websites
Unilever is very clear about its digital strategy as Paracha told the interviewer Unilever does not open its own ecommerce websites because we do not want to be seen as a competitor to a retail store. We are a manufacturer and that is what we will continue to do.
As a leading FMCG company, Unilever targeting one percent (total worth 70 billion) from ecommerce which will be 700 million.
The target seems a big challenge for planners as the total online shopping industry today is Rs 600 million.