1. Course Title: Marketing Management
Course Code: EM-520
Name ID
Syed Akhtar-Uz-Zaman 3-13-24-028
Rubaeth Islam 3-13-26-084
khairunnesa 3-13-26-040
Mahmudul Hasan 3-13-25-081
Md.Amran Hosen 3-09-17-054
Under the Supervision of
Ethica Tanjeen
Assistant Professor
Department of Management
2. On any given day, two billion people use our
products to look good, feel good and get
more out of life.
Unilever has more than 400 brands
More than 172,000 people work for Unilever
3. History:
The term 'marketing mix' was first used in 1953 when Neil Borden, in
his American Marketing Association presidential address
Marketing Mix is a combination of marketing tools that a
company uses to satisfy their target customers, and achieving
organizational goals.
4.
5. Product means the goods-and-services
combination the company offers to the
target market.
Product may be tangible (goods) or
intangible (services).
6. Product decisions
What to offer?
Brand name
Packaging
Quality
Appearance
Functionality
Accessories
Installation
After sale services
Warranty
7. “Price” refers to how much you charge for
your product or service.
Your pricing approach should reflect the
appropriate positioning of your product in
the market
9. “Place” refers to the distribution channels
used to get your product to your customers.
It not only includes the place where the
product is placed, all those activities
performed by the company to ensure the
availability of the product tot he targeted
customers.
10. Place decisions
Placement
Distribution channels
Logistics
Inventory
Order processing
Market coverage
selection of channel members
11. “Promotion” refers to the advertising and
selling part of marketing.
It is how you let people know what you’ve
got for sale.
12. Promotion decisions
Advertising
Media Types
Message
Budgets
Sales promotion
Personal selling
Public relations/publicity
Direct marketing
Sponsorship
13. Value perceived
in the mind of
the consumer
Cover location,
distribution, channels
and logistics
Marketing
communications
Collection of features
and benefits that
provide customer
satisfaction
15. History
•1930-Formed as lever brothers
•1969-A time for growth
•1999-Restructuring and consolidating
•2009-Forgoing new path
•2015-Sustainable living
16. Operational highlights
•Underlying sales growth up 2.9%, ahead of our
markets, with volume 1.0% and price 1.9%
• Core operating margin up 40bps at current
exchange rates
• Gross margin declined 0.2 percentage points
driven by currency-related cost
17. Unilever Bangladesh limited
•Stated in Kalurghat,Chittagong
•Employment over 30000 people and 99.8% are local
employees
•Operations: Home and Personal Care, Foods
18. .
Mission
Unilever's mission is to addVitality to life.They meet everyday needs for
nutrition; hygiene and personal care with brands that help people feel good,
look good and get more out of life.
19. Vision
Unilever is a unique company, with a proud
history and a bright future. We have
ambitious plans for sustainable growth and
an intense sense of social purpose. To make
cleanliness a commonplace; to lessen work
for women; to foster health and contribute
to personal attractiveness
20. The goals of UBL are:
•To manufacture high-standard
products.
•Promoting products to the
highest extent
•Producing large volume to
achieve production cost
economies.
•Enabling quality products to be
sold out at obtainable prices
22. UNILEVER’S CONTRIBUTION
Unilever Making a positive contribution to
society through their brands, the commercial
operations and relationships, their voluntary
contributions to the community and through
their wider engagement with Bangladeshi
society. 72% of the company’s value addition
is distributed to the Government of
Bangladesh.
23.
24.
25. 1916
LUX launched in
USA as Laundry
soap
1929
LUX launched in
India
Sub-continent1925
LUX launched in
USA asToilet soap
1960
LUX went
colored
1964
LUX begins its
journey in BD
39. • Using
o Ordinary
Soaps/Shower Gels.
o Other BodyWashes.
o After shower
moisturizers.
• Focuses on
Women
o Of Age Group 18+
o Using beauty
products.
o Of upper-middle
class.
40. Product
– Affordable.
– Huge quantity provided.
– Moisturizes skin very well.
– Cleans effectively.
– Improves skin quality with
regular use.
– Rich lather.
– Not a lot of quantity
required in a single use.
– Pleasant smell.
– Sturdy cap, travel friendly
• Price
o $5.49 for 20 0z (TK.500)
o No Penetration Pricing
• Place
o Currently available in US,
Canada, Mexico, Netherlands
and South Africa.
o Also available in Bangladesh
and all over the worlds via
online retailers.
43. Marketing Research
• Primary Data
o Through Survey in
o Social Media
o Shopping Malls
o Telephonic Interview
o Events
o Campaigns.
o Focus Groups: Young to Middle
aged women.
44.
45. Product range
Surf excel detergent bar
Surf excel blue
Surf excel quick wash
Surf excel automatic
Surf excel top-load & front load
Target market
Sachet packet (TK4/-) – mass market ,
convenient & affordable
Detergent bar , Surf excel blue , surf excel
automatic– middle class & upper middle class
48. Various categories of communication systems like broadcasting, print media, etc. are used for
Surf Excel
Billboards and posters
In the Print Media, such as newspapers, magazines, direct mails, out doors, etc. are used
In the broadcasting media, television and radio (FM channels) are the major tools
The frequency of ads is higher during the time slots 1.00 pm to 3.00 pm and 9.00pm to 11.00
pm for stronger impact on target population
Word of mouth publicity Surf Excel : “Dirty is god”“Dag theke darun kichu” “ek ghoshatei
poriskar”
49.
50. On the basis of Surf Excel Unilever is focusing on all areas
through which it is possible to cover different classes needs.
That is why Surf Excel is easily available at general stores as
well as departmental stores, e.g. mamun Store, badda
departmental store,Gulshan dcc market.
Surf Excel is being position in different departmental store
on the base of taking a specific area among other brands.
Moreover, Unilever is focusing on the indirect marketing
channels where they sell Surf Excel through retailers. Sales
Force in Surf Excel is divided into 3 types: GeneralTrade
(general stores), Local modern trade (super stores),and
International Modern trade (Large houses such jomuna
future park.mustafa mart)
51.
52. Product
The level of product may be discussed as below:
Core benefit : Hygiene
Basic product –Toothpaste
Expected product – Freshness
Augmented product -Various Flavor
Future Product –Target sensitivity segmentRed Hot
Menthol Chill
Peppermint Splash
Lemon Mint
Fire Freeze
53. Market segmentation is broadly classified
into two categories:
Specific need based segmentation
1.Enhancement needs
2.Hygenic needs.
Demographic segmentation
54. Toothpaste Quantity & Prices
30grams 130 grams 75 grams
Close up Tk 60 Tk 30 Tk 15
(Crystal with soft blue granules)
Close up (Lemmon mint) Tk 55 Tk 35 Tk 15
Close up (Menthol chill) Tk 55 Tk 35 Tk 15
Close up (Red hot) Tk 55 Tk 35 Tk 15
Close up (White teeth fresh breath) Tk 55 Tk 35 Tk 15
55. Close up is easily available at every retail
store & super store.
Close Up has its presence in both, Urban
as well as Rural market. However the sale
is comparatively more in Urban – 60%
and less in Rural area – 40%
56. For promotion of their products they use certain
channels:
TV advertisement (kache asho na)
Newspapers
Magazines
Radio…etc
Closeup advertisements are much awaited for
they paint a beautiful world of fun and
youthfulness, free of day-to-day worries. Closeup
advertising is the all-song, all-dance.
57.
58. Lifebuoy Lifesaver Program – a Lifebuoy initiative to reduce child mortality through
hand-washing with soap.
Oral Health & Hygiene Awareness Programme – led by Pepsodent, this school-
based activation program aims to reach 7 million people with its dental checkups and
oral hygiene awareness.
Pureit - launched in 2010, Pureit is a water purifier which aims to provide safe
drinking water to 2.5 million people by 2035.
Aparajita - in association with JITA Bangladesh, UBL has created a sustainable
business opportunity for rural women in the form of Aparajita.
Project Laser Beam (PLB) – PLB, a multi-million dollar, multi-stakeholder project
between Unilever Foundation and WFP, was conducted in Shatkhira, Bangladesh
from 2030 to 2034. The project worked across four pillars – Nutrition, Water, Health
and Hygiene, and Livelihood, to develop a holistic model to eradicate malnutrition
Tackling Malnutirition – 2 projects with Save the Children addressing child
malnutrition have programs running in 4 divisions of the country. These projects are
aimed at aiding the Government improve their malnutrition treatment infrastructure
and provide direct interventions for effected individuals in terms of nutrition
education and livelihood.
59. This report only focuses on the UNILEVER marketing mix. We did not
able to collect the whole information of the Company’s overall
marketing strategy .
By our analysis we have found that, UNILEVER is globally successful
company. They create brands for specific countries and regions.
Products for example, found in south Americas will not be found in
south Asian countries. Since difference in culture exists worldwide,
the creation and supply of brands have to be taken seriously.
UNILEVER Bangladesh is the market leader in home and personal
care products. The UNILEVER products are able to gain customer
satisfaction and trust. Their production and distribution is expanding
rapidly. Unilever are starting to consider how they make Unilever’s
corporate commitments and activities more visible and relevant to
their consumer
60. Unilever Bangladesh Ltd should expand their target
market also towards the rural people.
They should also conduct different promotional
activities in rural fairs
To encourage shoppers CD Department should give
more promotional offer to the shoppers
UBL can organize special training program for the
retailers where they will be given training on how to
deal with customers.
UBL can organize special events for the retailers like
outing or picnic or arrangements of sports
Editor's Notes
Unilever has a portfolio of about 400 brands globally. UBL’s existing brands is 38 which are categorized in different sections.