Marketing Concept of Unilever Bangladesh
Executive summary Unilever is one of the world’s leading suppliers of fast moving consumer goods across foods, home and personal product categories. Unilever’s portfolio includes some of the world’s best known and most loved brands. Unilever's mission is to add vitality to life. That includes encouraging greater vitality among our staff in a program that encompassed the broad concepts of ‘fitness of body’ and ‘fitness of heart, mind and spirit’. Designed to help them manage their personal energy and resilience in the face of change, as well as striking a good work-life balance, among other objectives, the .first step of the program was an Enjoy Nutrition campaign. This provided staff with important nutritional information, such as advice on how to reduce consumption of sugar, salt and unhealthy fats. We also piloted nutritional training for our chefs and external suppliers so that our canteens and restaurants could offer healthier options. About Unilever(The Global Brand) Our brands are trusted everywhere and, by listening to the people who buy them, we've grown into one of the world's most successful consumer goods companies. In fact, 150 million times a day, someone somewhere chooses a Unilever product. Look in your kitchen, or on the bathroom shelf, and you're bound to see one of our well-known brands. We create, market and distribute the products that people choose to feed their families and keep themselves and their homes clean and fresh. People's lives are changing fast. As the way we all live and work evolves, our needs and tastes change too. At Unilever we aim to help people in their daily lives. So we keep developing new products, improving tried and tested brands and promoting better, more efficient ways of working.
We have a portfolio of brands that are popular across the globe - as well as regional products and local varieties of famous-name goods. This diversity comes from two of our key strengths: • •
Strong roots in local markets and first-hand knowledge of the local culture. World-class business expertise applied internationally to serve everywhere.
consumers
Focusing on performance and productivity, we encourage our people to develop new ideas and put fresh approaches into practice. Hand in hand with this is a strong sense of responsibility to the communities we serve. We don't onlymeasure success in financial terms; how we achieve results is important too. We work hard to conduct our business with integrity - respecting our employees, our consumers and the environment around us. About Unilever Bangladesh Over the the last four decades, Unilever Bangladesh has been constantly bringing new and world-class products for the Bangladeshi people to remove the daily drudgery of life. Over 90% of the country’s households use one or more of our products. Type of business FMCG (Fast Moving Consumer Goods) company with local manufacturing facilities, reporting to regional business groups for innovation and business results. Operations Home and Personal Care, Foods Constitution Unilever - 60.75% shares, Government of Bangladesh - 39.25% Product categories Household Care, Fabric Cleaning, Skin Cleansing, Skin Care, Oral Care, Hair Care, Personal Grooming, Tea based Beverages. Our brands Wheel, Lux, Lifebuoy, Fair & Lovely, Pond's, Close Up, Sunsilk, Lipton, Lipton Taaza, Pepsodent, All Clear, Vim, Surf Excel, Rexona. Manufacturing facilities The company has a Soap Manufacturing factory and a Personal Products Factory located in Chittagong. Besides these, there is a tea packaging operation in Chittagong and three manufacturing units in Dhaka, which are owned and run by third parties exclusively dedicated to Unilever Bangladesh.
Employees Unilever Operations in Bangladesh provide employment to over 10,000 people directly and through its dedicated suppliers, distributors and service providers. 99.5% of UBL employees are locals and we have equal number of Bangladeshis working abroad in other Unilever companies as expatriates. Beauty & style We want to help you feel good about yourself. Around the house Hints to make your household chores that little more manageable. Healthy living Let us make the healthy choice your easy choice. Cooking & eating Let our tea brands help quench your thirst and bring a smile to your face. Foods In need of a delicious, thirst-quenching drink, guaranteed to bring a smile to your face? Our tea brands are here to help. Bands & Products of Unilever Bangladesh There are about 14 brand categories FMCG products in the market launched by Unilever Bangladesh. We can categorize these products by different aspects. The brands are follows:
After years of experiments and clinical studies, Unilever Hair care experts have developed a new allround solution for treating Dandruff. There are two types of All Clear shampoo and one sachet pack. All Clear active care shampoo
All Clear ice cool shampoo
. All Clear sachet pack
Close up was launched as a gel toothpaste containing micro-whiteners and mouthwash in 1984, and fired the imagination of the population with it's exciting advertising. Seeing the success that Unilever Bangladesh had with low unit price packs in other categories, a sachet - more popularly called mini pack - met with astounding success and enabled millions of youth, who aspired for a modern trendy brand but were unable to afford one, to use the brand. Our Close up Products Close up Eucalyptus Buzz
Close up Icy Cool
Close up Menthol Chill
Close up Red Hot
Interview 1.Question: Which kind of product your companies produce? Answer: Household Care, Fabric Cleaning, Skin Cleansing, Skin Care, Oral Care, Hair Care, Personal Grooming, Tea based Beverages. 2.Question:Does you servey consumer demand? Answer: Obviously,we are very proud for that.Our products not only using in the city,it’s also popular to the villages. 3.Question:What are the survey resultts? Answer:I told you that,We are very confident for our products. 4.Can you fulfil the demand? Answer:Our damand is always increasing very quickly day by day.Our products is very higly quality.As well as,we changing our every products quality within one year. 5.What is your target of selling in a month? Answer:Our company is a very big,so it has unlimited selling our products.More than 250 million products selling.And this our lower selling products in three months ago.We hope that this month our selling products more than 500 million. 6.What is your advertising procedure? Answer: Our advertising procedure is also nice.We also select big celebrity’s for our products.Espacially,we also select for Lux,Ponds,All Clear Shampoo great celebrities.Now, if you see in the televishion most of the celebrity are Indian.And those also see in the our national and private channels.Sometime we copy indian advertisement,for same product but our celebrity advertising. 7.How you developed your product
Answer:We also used especial raw materials and upgrading it’s quality. 8.From where you collect your raw materials?
Answer:Our maximum raw materials are own.Some of material are comes from india and another country. We have own factory. 9.Do you survey your customer’s satisfaction? Answer:Yes. 10.Which kind of customer your target? Answer:Our target is all of type of customers. 11.How many employees does you have? Answer: More than 10,000 employee. 12. Does your worker satisfied? Answer:Yes.Our company always thinking to the all worker.We also try for better for worker.We are given very good facility to all employer. Marketing Management philosophy Marketing management means carrying out tasks to build profitable relationships with target consumers. On the other hand, philosophy means a set of beliefs or an attitude to life that is a guiding principle for behavior. There are six alternative concepts under marketing management philosophy, which are given below:
1. The Production Concept 2. The Product Concept 3. The Selling Concept 4. The Marketing Concept 5. The Societal Marketing Concept
1. Production Concept: The production concept holds that consumer will favor products that are available and highly affordable. Therefore management should focus on improving production and distribution efficiency. This concept is one of the oldest orientations that guide sellers. But we can use it in two situations: a) When the demand for a product exceeds the supply, and b) When the product’s cost is too high. 2. The product Concept: The product concept holds that consumers will favor products that most quality, performance, and innovative features. Thus, an organization should devote energy to making continuous product improvements. Some manufactures believe that if they can build a better mousetrap, the world will beat a path to their door. But they are often rudely shocked. Buyers may well be looking for a better solution to a mouse problem but Not necessarily for a better mousetrap. The solution might be a chemical spray, an exterminating service, or something that works better than a mousetrap. 3. The selling Concept: Many companies follow the selling concept, which holds that consumers will not buy enough of the firm’s products unless it undertakers a large-scale selling and promotion efforts. The concept is typically practiced with unsought goods-those that buyers do not normally think of buying, such as insurance or blood donations. 4. The Marketing Concept:
The marketing concept holds that achieving organizational goals depends on knowing the need and wants of target markets and delivering the desired satisfactions better than competitors do. Under the marketing concept, customer focus and value is the [path to sales and profits. The ultimate purpose of the marketing concept is to help organizations achieve their objectives. In the case of private firms, the major objective is long-run profitability; in the case of nonprofit and public organizations, it is surviving and attracting enough funds to perform useful work. Private firms should not aim for profit as such, but rather to achieve profit as a consequence of creating superior customer value. A company makes money by satisfying customer needs better than its competitors. 5. The Social Marketing Concept: The social marketing concept is and the organization should determine the needs, wants, and deliver the desired satisfactions more effectively than do competitors in a way that maintains or improves the consumer’s and society’s well-being. Situation Analysis Unilever penetrated in the market of bangladesh 40 years ago as Lever Bros bangladesh LTD. From then, unilever bangladesh is meeting the needs of the FMCG in bangladesh. Now, over 90% of the households of bangladesh are consuming one or more products by unilever. It is a company which brings the world class products to millions of people in bangladesh. They also have the manufacturing plants and regional facilities to operate smoothly in the country. The company has a number of 10,000 employees extracted from the pool of skilled working force of banladesh as well as they have same number of empolyees of bangladesh in the regional locations as expatriates. Market Summary The market of Unilever Bangladesh consists of the consumers of all classes to meet the need for household works, skin care; personal needs like oral care, hair care, and refreshing beverage. From the first time Unilever Bangladesh launched their FMCG products, they have targeted the different classes of consumer by providing different kinds and categories of products. They are also paving the way to consume the new and world-class products to the Bangladeshi people. Target market:
Household Care Fabric Cleaning Skin Cleansing Skin Care Oral Care Hair Care Personal Grooming Tea based Beverages
SWOT Analysis Strengths: Innovative Product: new kinds of products are launched and distributed by Unilever bangladesh LTD. To serve the needs of the generation and the new demands of the people. Such as Close Up Eucalyptus Buzz, Close up Renew, Close Up Icy Cool Compitability: the FMCG products by Unilever Bangladesh LTD have the compatibility with the person. Such as pond’s cold cream- it is suitable for the oily skin. Pricing: Unilever bangladesh provides the world class products at the same or lower price in comparision to other local or foreign FMCG brands Higher capital: as Unilever bangladesh is multinatioknal company it can subsidize the price of any product if the market goes down or remarket any product properly the curve of the the product life cycle goes down. Weaknesses: Brand awareness: Though Unilever Bangladesh has a huge market share, and about 90% of households of bangladesh use one or more unilever product, they do not know the corporate name i.e. they do not know that these products are by unilever bangladesh. Opportunities: As Unilever Bangladesh is a company of huge amount of capital they have the opportunity to innovate, produce the product of high value, and penetrate the market easily for their brand recognition. Threats: Flacktuation of brand loyalty: as the products sre FMCG, people always seek the products which are more attractive and beautiful. If any other brand can luanch more innovative product then the barnd loyalty of the consumers will flacktuate and the market share of that partuculer product will be down. Competition : As Unilever Bangladesh is a multinational company they have the ability to compete with the other rivals of the local market of the concerned region. Such as• Keya beauty soap • Aromatic halal soap • Chaka powder soap • Meril shampoo • Meril beauty soap etc. Product Offering Unilever offers the world class product at a lower or the same price in the comparison to the other competitors. Like• Four categories of Close Up for sparkling white teeth • Four types of sunsilk shampoo different types of hair.
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Five types of LUX beauty soap different kinds of skins Two types of All Clear shampoo to remaove dandraff and refreshing experience
Marketing Strategy The following sub topics contents the marketing strategy for Unilever Bangladesh. Mission Our mission is to be the provider of high value, high quality products to customers. These scalable solutions will have unparalleled support to ensure flexibility and to meet and exceed customer expectations. Marketing objectives • • •
Maintain positive, strong growth. Achieve a steady increase in market penetration. Decrease customer acquisition cost.
Financial objective • • •
Increase the profit margin through efficiency and economy- of- scale gains. Maintain a significant research and development budget to spur future product development. A double to triple growth rate.
Positioning Unilever Bangladesh will position itself as the premier FMCG producer in Bangladesh. Unilever Bangladesh is established to provide upper class fascilities for the consumers. Its management is able to use its vast experience and personal passion to develop innovative, usefull accessories for a broad range of different kinds of products. Strategies The objective of Unilever Bangladesh is to be the best FMCG producer in the concerned region. For this they have to make the brand awareness in the region. To do this firstly they should keep adequate information about the product in the web site along with the trading facility for the customers. This will require enough money, time and technological expertise if enough Internet facilities are available in the very region. Second strategy will be to advertise through various kinds of media to let the people know about the products. It can be billboard, television, and other available media. Being sponsor or organizing different kinds programs contests also can be considered as advertisement. Recommendation
As Unilever Bangladesh is a company of huge amount of capital they have the opportunity to innovate, produce the product of high value, and penetrate the market easily for their brand recognition. More or less every company has some problem.We found out a problem,that is when we goes to main head office we can not enter the office.Because, we have no known executive manager of marketing department.So,at first we had to write a proposal letter in the desk.They told that they will call me and given a date for appointment.But they can not give it to ours.Then, we call again to receiptionist, finally we get a appointment.He was busy man, he gave our 10 to 15 minites.But their attititude is also nice. Conclusion More than 40 years Unilever Bangladesh Company in our country. Over 10,000 employees are working in this company. In Whole world Unilever Company ranks under top ten. This company always has given facility to all workers, and has come to satisfy the needs of customers with various and good quality products.