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 consumers everywhere.
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 all-round 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. 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.