Beruflich Dokumente
Kultur Dokumente
Principles of Marketing
Section: H Spring 2009-10 Semester
Managing Profitable Customer Relationships and Partnering to build Customer Relationship A study on Unilever Bangladesh Limited
Introducing Unilever
No matter who you are, or where in the world you are, the chances are that our products are a familiar part of your daily routine. Every day, around the world, people reach for Unilever products.
Company History:
Unilever is one of the worlds largest and leading multinational companies; Unilever commenced their business activities on a large scale by setting up their first factory in Netherland, in the year of 1822. Operating in Bangladesh for over the last four decades the company is trying to significantly contribute towards the augmentation of the standard of living by bringing world class high quality products at the door steps of their customers. The usage of Unilever products by over 90% off the people in Bangladesh stands a testimony to their successful operation.
Type of business:
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%
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. At the heart of the corporate purpose, which guides us in Unilever approach to doing business, is the drive to serve consumers in a unique and effective way. This purpose has been communicated to all employees worldwide.
Vision:
Every day, our products touch the lives of over 160 million people whether that's through feeling great because they've got shiny hair and a brilliant smile, keeping their homes fresh and clean, or by enjoying a great cup of tea, satisfying meal or healthy snack.
Marketing concept:
Usually company follows five concepts. They are such production concept, selling concept, marketing concept and societal concept. But not every company follow all the concept equally. Like Uniliver follows four of them. There are as follows:
1. Product concept- Dove, Food etc. 2. Marketing concept- Skin cleaning, Skin care. 3. Selling concept- Sunsilk, LUX etc. 4. Societal concept- Lifebuoy Floating Hospital, Project Joyita, better health for mother and child etc.
Supply Chain:
From sourcing raw materials to delivering the end product, Unilevers supply chain is at the heart of getting brands to customers. Its remit is shared amongst four divisions:
Supply management:
This is about optimizing the cost and quality of what we buy through the intelligent sourcing of materials, packaging and non-production items. The team explores new ways of working with suppliers and plays an important role in technology innovation.
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.
Distribution channel:
Unilever Bangladesh Limited (UBL), in a recent ceremony, recognizes distributors who have achieved exceptional growth in 2007. A total of 94 distributors were rewarded with tickets to trips both within the country as well as overseas in recognition of their excellent performance over the year 2007. Performance of these distributors has been key to the business and, hence, the award is recognition of their hard work and dedication towards UBL. The Distributors Flying Club is a new addition to a number of activities that the Company is already carrying out for its distributors. As part of this program, distributors were allocated mileage based on the sales growth that they delivered. They were then awarded tickets to destinations that were covered by the mileage that they had collected. Unilever Bangladesh has been a pioneer in partnering and supporting the Distributors so that they reach optimal performance and get the best return on their investment.
1. 2. 3. 4. 5. 6. 7.
Skin cleaning, Skin care, Personal grooming, Oral Care, Hair Care, Fabric Cleaning, Household care, 8. Tea based beverage products.
1. Skin Cleaning:
1.1 Lux soap:
Lifebuoy Total,
Lifebuoy Care
Lifebuoy Nature
Lifebuoy Deofresh
Oil Control;
2. Skin Care:
2.1 Fair & Lovely:
Multivitamin
Ayurvedic
Skin Clarity
Talcum Powder
Perfect result
Body Lotion
2.5Vaseline lotion:
2.7 Lakme:
3. Personal grooming:
3.1 Lakme:
Axe Pulse ;
Axe Vice ;
Rexona Ionic ;
4. Oral care:
4.1 Close Up:
Menthol Chill ;
Icylicious Blue ;
Red Hot ;
Crystal white ,
Pepsodent Complete ;
Pepsodent Herbal ,
Pepsodent Toothbrushes
5. Hair Care:
Black Shine
Anti-Dandruff
Damage Repair
Damage Repair
5.5Dove Conditioner
Clear Active
Clear
6. Fabric Cleaning:
Wheel Soap;
7. Household care:
7.1 Vim:
Vim Liquid.
Lipton Taaza
Danedar teabag
as a strategy to earn more revenue for the firm. Sunsilk, Lux (mini pack) are the existing products but in new markets of Unilever.
Education : Unilever Bangladesh emphasizes on better opportunities of education at all levels and for
everyone. Education is important for the development of the nation and UBL hopes to bring the light of education to those who lack the opportunity to avail it. 1. Promoting equal opportunities : Supplementary education from FALF helps rural school girls to become competitive 2. Education for all: UBL sponsored a free primary school for underprivileged children because education should be for everybody.
Womens empowerment: UBL believes it is necessary that women, comprising half of the country's
population, be progressively brought into the mainstream of economic activities to bolster development. UBL brings opportunities to women for education, career and economic advancement.
1. Fair & Lovely foundation: Unilever Bangladesh's social initiative to encourage women's economic empowerment through information and resources in the areas of Career, Education and Enterprise, has created waves across the country. 2. Project Joyeeta : Project Joyeeta and Aparajita is helping rural women stand on their own two feet and enabling them to be financially empowered. 3. Higher education scholarships: Supporting talented women for higher education. 4. Urban vocational training: FAL Foundation reaches out to empower urban women with marketable skills. 5. Fair & Lovely Uttorone Nari : Fair & Lovely foundation in Bangladesh has taken innovative steps in empowering women.
Health, Hygienic & Personal care: Unilever Bangladesh brings products for everyday personal
hygiene. It also promotes the idea of a better lifestyle through everyday cleanliness across the country. Creating products and lifestyles that make a positive contribution to health for people.
1. Lifebuoy floating hospital: The Lifebouy Friendship Hospital brings valuable health care to thousands of deprived people living along riverbanks. 2. Health awareness: Lifebouy and Pepsodent bring the message of health and hygiene to millions of people across Bangladesh. 3. Better health for mother & child : UBL helped to set up modern operation facilities in a Port City hospital.
SWOT Analysis
The overall evaluation of a companys strengths, weakness, opportunities, and threats is called SWOT analysis. The business people should set up a marketing intelligence system to track and important developments. For each trends of development, management need to identity the associated opportunities and threats.
Strength: Strengths include internal capabilities, resources, and positive situational factors that may help
to serve company customers and achieve company objectives.
1. Brings world class customer products, 2. Recognized as a global company, 3. Strong brand portfolio,
Weakness : Weaknesses include internal limitations and negative situational factors that may interfere with
company performance
1. Dual leadership, 2. Not connecting with customer, 3. Inefficient management of brands, 4. Inability to maximize acquisition, 5. Confusion in their products.
Opportunities : Opportunities are favorable factors or trends in the external environment that the company
may be able to exploit to its advantage
1. Changing consumer performances, 2. Increasing need for healthy products, 3. increasing need for baby products, 4. Target the youth of world, 5. Promoting special events of every culture.
Threats: Threats are unfavorable factors or trends that may present challenges to performance.
1. Decrease in revenue, 2. String competition, 3. Tougher business climate, 4. Exchange rate, 5. The local companies.
Suggestions
They can make profit by producing baby product. Unilevers one of the competitor is
Johnson & Johnson. This companys products are highly consumed by the customer only for their baby products.
They can add more food products. In Bangladesh Unilever produces tea based beverage
products. Nestle is one of the competitor of Unilever. Nestle is famous for their food product. So increasing food products can bring more profit for Unilever.
Recommendations
1. Reorganize and streamline Unilevers organizational structure : Unilever maintain two business entities, dual chairperson approach, Unilever group owns Unilever PLC and Unilever NV, Provides a greater charity of leadership, responsibility and accountability, Allows Unilever to focus on the needs of their customer and consumers thus reigniting growth and increasing sales potential, Provides the ability to leverage scale of operations, Create a strategic platform for brand management.
2. Implement Unilever Believer product and brand extensions : Increase consumer focus on health and nutrition, Delivers innovative product that capitalize on changing consumer preferences, Provides a strong competitive platform against major competitors and private label brands.