INTERNSHIP REPORT

ON
How strong brand building is leveraged
through efficient operation in the
market
Prepared For
Ms. Syeda Shaharbanu Shahbazi
Lecturer
BRAC Business School
By
Sumnum Sultana
ID-06304059
BRAC Business School

BRAC University
DATE OF SUBMISSION: 08-12-2010

LETTER OF TRANSMITTAL

December9,2010
Ms.SyedaShaharbanuShahbazi
Lecturer
SchoolofBusiness
BRACUniversity.
Subject:Submissionofinternshipreport
DearMadam,
Iwouldliketotakethisopportunitytothankyoufortheguidanceandsupportyouhave
providedmeduringthecourseofthisreport.Withoutyourhelp,thisreportwouldhavebeen
impossibletocomplete.Withdeepgratitude,IalsoacknowledgethehelpprovidedbyMs.
Quazi Munira Rahman, Customer Development Manager, for providing me utmost
supervisionduringmyinternshipintheorganization.
TopreparethereportIcollectedwhatIbelievetobemostrelevantinformationtomakemy
reportasanalyticalandreliableaspossible.Ihaveconcentratedmybestefforttoachievethe
objectivesofthereportandhopethatmyendeavorwillservethepurpose.Thepractical
knowledgeandexperiencegatheredduringreportpreparationwillimmeasurablyhelpinmy
futureprofessionallife.Irequestyoutoexcusemeforanymistakethatmayoccurinthe
reportdespiteofmybesteffort.
Iwouldreallyappreciateityouenlightenmewithyourthoughtsandviewsregardingthe
report.Also,ifyouwishtoenquireaboutanaspectofmyreport,Iwouldgladlyansweryour
queries.
Thankyouagainforyoursupportandpatience.
YoursSincerely,
SumnumSultana

ID06304059
BRACBusinessSchool

ACKNOWLEDGEMENT

Prosperous conclusion of any course requires support from various personnel and I was
fortunatetohavethatsupport,direction,andsupervisionineveryaspectfrommyteacher,
Unileverofficialsandfriends.
FirstofallIwouldliketothankbeyondmeasuregraceanddeepkindnessoftheAlmighty
Allah.
IliketoexpressmydeepsenseofthankfulnesstomysupervisorofInternshipProgramMs
SayedaShaharbanuShahbazi,lecturer,BRACUniversityforherfrankencouragementas
wellasguidanceinpreparingthisreport.IacknowledgemygratitudetoMs.QuaziMunira
Rahman,CustomerDevelopmentManagerforherhelpandvaluablesuggestionfromtimeto
timeandforbeingmysupervisorinthehostorganizationinachievementofmyinternship
programaswellas preparingthereport.AndIwouldalsoliketothanktoMs.Tanvira
Choudhury,HRTManager,fortheirkindcooperation.
IalsoshowmyutmostgratitudetoalltheofficialsofUnileverBangladeshLimited.The
speedandhelpfulnessoftheofficersreallyhelpedmeinobtainingthenecessaryinformation
intime.
IwouldalsoliketothankMr.MizanurRashid,CustomerDevelopmentDirectorofUnilever
BangladeshLimitedwhomadethedoorofUnileverwideopenforme.

EXECUTIVE SUMMARY

UnileverisanAngloDutchcompany,withahistoryofgrandoperation,onwhichithas
graduallybuiltitscapital.Todayitownsmostoftheworld'sconsumerproductbrandsin
food,beverages,cleaningagentsandpersonalcareproducts.
UnileverBangladeshLtdisoneoftheworldsmostsuccessfulfastmovingconsumergoods
manufacturingcompanieswithlocalmanufacturingfacilities,reportingtoregionalbusiness
groupsforinnovationandbusinessresults.Unileverbrandsaretrustedeverywhereand,by
listeningtothepeoplewhobuythem,they'vegrownintooneoftheworld'smostsuccessful
consumergoodscompanies.Infact,150milliontimesaday,someonesomewherechoosesa
Unilever product. Unilever Bangladesh Limited has five departments to carry out all the
organizationalfunctions.
IwasappointedinCustomerDevelopmentDepartmentHeadedbyCustomerDevelopment
Director(CDD)asanintern.Startingfromthedepottoreachingtheproductstothemarket,
UnileverCDplaysveryimportantrole.Myinternshipreportonhowstrongbrand
buildingisleveragedefficientoperationinthemarket.
Thisreportisdesignedinfourmajorchapters.Initiallytheopeningwordsaboutthereport
weredescribedinthefirstsegmenttitledIntroduction.ThenextsegmentOverviewof
Unilever contains the history of Unilever, Unilever Bangladesh Ltd, andOrganizational
structure.
Nexttwochaptersareonmyinternexperienceandtheprojectpart.InchapterthreeIhave
brieflydescribemykeyresponsibilitiesandinvolvementsasaninternofCDDepartment.
AndinprojectpartIhaveresearchthathowstrongbrandbuildingisleveragedsufficient
operationinthemarketthroughthesurveytoretailersandshoppers.
AttheendIhavefindoutsomeinterpretationofthefindingsandgaverecommendation.

TABLE OF CONTENT

Contents

Page

CHAPTER ONE.
1.Introduction of the report

1.1 Background of the study

1.2 Origin of the report

1.3 Objective of the study

3-4

1.4 Scope of the report

1.5 Methodology

CHAPTER TWO.
2.Overview of Unilever

2.1 Unilever Global

2.2 History Of Unilever

6-8

2.3Unilever Design & History

9-12

2.4 Unilever Bangladesh Ltd

12-13

2.5 Unilever At A Glance

13-14

2.6 Mission

14

2.7 Vision

14

2.8 Goal

14

2.9 Unilevers Contribution

14

2.10 Unilever Brands

2.11. Strategies Followed By The Company

15-17
18-20

2.12 Unilevers Growth

20

2.13 Organizational Structure

20-24

2.14 Unilevers Social Responsibility

24

CHAPTER THREE(JOB PART)

3. FUNCTIONALITY OF CUSTOMER DEVELOPMENT

25

DEPARTMENT AND
MY JOB DESCRIPTION AS AN INTERN
3.1 UBLs Customer Development Department

26-27

3.2 Trade Structure Of Unilever Bangladesh Ltd

28

3.3 Channels Of UBL

28-32

3.4 Purpose Of The CDs Activities For Unilever

33

3.5 Purpose Of The CDs Activities For Retailers

33

3.6 Purpose Of The CDs Activities For Shoppers

34

3.7 How Things Work at Unilever Customer Development End

34-35

3.8 Key Responsibility Of The Job

35-36

CHAPTER FOUR (PROJECT PART)

4. How Strong Brand Building Leveraged Through Efficient

Operation
In The Market

37

4.1 Introduction

38-39

4.2Research Methodology

39

4.3 Data collection method

40-41

4.4 Data analysis techniques

42

4.5 Data presentation technique

42

4.6 Limitation of the study

42

4.7Findings

43-63

4.7.1 Shoppers perception

43-51

4.7.2 Retailers perception

52-63

Interpretation

64-65

Recommendation

65-67

Conclusion

68

Bibliography

69

Appendix

70-78

Chapter ONE
Introduction of the Report

THIS CHAPTER INCLUDES:

1.1

BACKGROUND OF THE STUDY

1.2

ORIGIN OF THE REPORT

1.3

OBJECTIVE OF THE STUDY

1.4

SCOPE OF THE REPORT

1.5

METHODOLOGY

1.1BACKGROUNDOFTHESTUDY

Thetradeatmospheretodayischangingmorerapidlythaneverbefore.Itischaracterizedby
increasingcompetitionfrombothdomesticandforeigncompanies,abrandishofmergersand
acquisitions,andmoresophisticatedanddemandingcustomerswhohavegreatexpectations
relatedtotheirconsumptionexperiences.Sinceservicesareintangible,heterogeneous,and
inseparable,itisdifficulttomeasureservicequalityobjectively.Sothecompanieshavefocus
tosomanydifferentaspectsinordertomakesuretheirsales.
ThisprojectdealswithmeetingupthenewchallengesthatUBLisfacingtomanagethe
sellingenvironment.Unileverhas staredsomanyprojects togetabetterpositioninthe
market.Theobjectiveofthestudyistoseehowstrongbrandsbuildingisleveraged
throughefficientoperationinthemarket.

1.2ORIGINOFTHEREPORT
ThisreportisarequirementoftheinternshipprogramformyBBAprogram.Mysupervisor
Ms.SyedaShaharbanuShahbaziassignedmethetopic.Ihavetriedmylevelbesttomakeit
as an excellent one. I used all the latest data and information. I have been serving this
company as an intern under Customer Development Department for three months. I got
privilegetoputlatestdata.Myjobresponsibilityistocreaterelationshipwithourpresentand
potentialcustomers,salesproductsandprovideservicetimetotimebygivinglatestproducts
information.So,Iamgettingtheopportunitytobeveryclosetothecustomeraswellas
retailers.Ihavetheideawhycustomerchoose,thereasonofleaveandthereasonofusing
Unilever products. My supervisor Ms. Munira Rahman, Manager of the Customer
Development,guidesmetimetotimetomakethisreportfruitful.

1.3OBJECTIVEOFTHESTUDY
1.3.1GeneralObjective:
Themainobjectiveofthisreportistohaveanassessmentaboutoverallactivitiesofcustomer
development department. How they manage all the selling process, what services it is
providingtotheshoppersandhowretailersaregettingbenefitfromitandfinallywhatisthe
gainforUnileverfromthisproject,inshorthowitismeetinguptherequirementsofthethree
stakeholdersofthecompany.
1.3.2 SpecificObjective:
1 TounderstandthedrivestructureofUBL.
2 TounderstandthechannelsofUBL.
3 HowsaleshelptobuildingabrandpositionintheMarket.
4 Howsalesimprovingcustomerandretailersrelationship.
5 Howitisprovidingbettervisibility.
6 Howithashelpedtogainmoremarketshare.
7 HowithashelpedincreasingUBLshareinshoppersbasketinspecificchannels.
8 Achievingsalesgrowth.
9 UnileverCDsefficientdistributionsystemiscapableofreachingtheproductstothe
remotestoftheplaces.
10 UBLsuccessfullyplacesanddisplaysnewlaunches/promotionaloffersinallthe
outlets.
11 UBL is capable of establishing a new product/brand in the outlets/among the
retailers/ consumers through efficient distribution, display and POS material
execution.
12 UBLssalesofficerssharegoodbondingwiththeretailerswhichencouragesthem
tostoremoreUnileverproducts.
13 UBLsdisplayprograms/perfectstorecampaignintheoutletshelpssynchronization
betweenbrandandCDsobjectivesandultimatelyhelpsthebrandtobecomestrong
inthemarket.

1.4

SCOPEOFTHEREPORT

This internship report covers all the aspects of retail environment from all the three
perspective, UBL, retailers and shoppers. This report also gives an overview about the
companylikeaboutthemissionandgoalsofthecompany,thefunctionaldepartments,the
strategies,socialresponsibilitiesetc.
Thisreporthasbeenpreparedthroughextensivediscussionwiththecustomerdevelopment
manager, retailers and with the shoppers. While preparing this report, I had a great
opportunitytohaveanindepthknowledgeofsalesactivitiesoftheUnileverBangladesh
Ltd.ItalsohelpedmetoacquireafirsthandperceptionofaleadingMultinationalcompany
inBangladesh.

1.5

METHODOLOGY

Tomakethereportmoremeaningfulandpresentable,twosourcesofdataandinformation
wereusedwidely.Bothprimaryandsecondarydatasourceswereusedtopreparethisreport.
Therearesomerecordscollectedfromvariousresourcesofthecompany.Mostofthemcan
betreatedasthesecondarydate.Furthermore,Ialsoattendsomeoutletssurvey.Thathave
beenusedasamediumofcollectingdataforpreparingthisreport.Primarydatathatare
mainly used are from different persons directly related to CD Department on Unilever
Bangladesh.Thesecondarydataaremainlycollectedthroughdifferentjournals,yearbooks,
brandbook,presentationsslides,websitesandetc.

CHAPTER TWO
Overview of Unilever
THIS CHAPTER INCLUDES:
2.1 Unilever Global
2.2 History of Unilever
2.3 Unilever Design & History
2.4 Unilever Bangladesh Limited
2.5 Unilever at a glance
2.6 Mission
2.7 Vision
2.8 Goals
2.9 Unilever's contribution
2.10

Unilevers Brands

2.11

Strategies followed by the company

2.12

Unilevers growth

2.13

Organizational structure

2.14

Unilevers Social Responsibility

2.1UNILEVERGLOBAL
UnileverisanAngloDutchcompany,withahistoryofcolonialexploitation,onwhichithas
graduallybuiltitscapital.Todayitownsmostoftheworld'sconsumerproductbrandsin
food,beverages,cleaningagentsandpersonalcareproducts.Unileveremploysmorethan
247,000peopleandhadworldwiderevenueof48760millionin2002.Unileverhastwo
parentcompanies:UnileverNVinRotterdam,Netherlands,andUnileverPLCinLondon,
UnitedKingdom.ThisarrangementissimilartothatofReedElsevier,andthatofRoyal
DutchShellpriortotheirunifiedstructure.BothUnilevercompanieshavethesamedirectors
andeffectivelyoperateasasinglebusiness.ThecurrentnonexecutiveChairmanofUnilever
N.V.andPLCisAntonyBurgmanswhilePatrickCescauisGroupChiefExecutive.
Unilever'smajorcompetitorsincludeNestlandProcter&Gamble.
Keyfacts:
1 In2008Unileversworldwideturnoverwas40.5billion
2 Theyemploy174000peopleinaround100countriesworldwide
3 Everyday,160millionpeoplechoosetheirbrandstofeedtheirfamiliesandtoclean
themselvesandtheirhomes.
4 Their strong portfolio of foods, home and personal care brands is trusted by
consumerstheworldover.Amongthem,thetop25brandsaccountforover70%of
sales.
5 In2008theyinvested927millioninresearchanddevelopment.
6 TheyaretheglobalmarketleaderinalltheFoodcategoriesinwhichtheyoperate:
SavouryandDressings,Spreads,WeightManagement,Tea,andIceCream
7 TheyarealsoglobalmarketleaderinSkinandDeodorants,andhaveverystrong
positionsinotherHomeandPersonalCarecategories.
8 In2008theyinvested91milliononcommunityprojectsworldwide
2.2

HISTORYOFUNILEVER

Lever Brothers was founded in 1885 byWilliam Hesketh Lever. Lever established soap
factoriesaroundtheworld.In1917,hebegantodiversifyintofoods,acquiringfish,ice
cream and canned foods businesses. In the Thirties, Unilever introduced improved

technologytothebusiness.ThebusinessgrewandnewventureswerelaunchedinLatin

America. The entrepreneurial spirit of the founders and their caring approach to their
employeesandtheircommunitiesremainattheheartofUnilever'sbusinesstoday.
Unileverwasformedin1930whentheDutchmargarinecompanyMargarineUniemerged
with British soap maker Lever Brothers. Companies were competing for the same raw
materials,bothwereinvolvedinlargescalemarketingofhouseholdproductsandbothused
similar distribution channels. Between them, they had operations in over 40 countries.
MargarineUniegrewthroughmergerswithothermargarinecompaniesinthe1920s.
Inahistorythatnowcrossesthreecenturies,Unilever'ssuccesshasbeeninfluencedbythe
major events of the day economic boom, depression, world wars, changing consumer
lifestyles and advances in technology. And throughout they've created products that help
peoplegetmoreoutoflifecuttingthetimespentonhouseholdchores,improvingnutrition,
enablingpeopletoenjoyfoodandtakecareoftheirhomes,theirclothesandthemselves.
Throughthistimelineyou'llseehowUBLbrandportfoliohasevolved.Atthebeginningof
the21stcentury,pathtoGrowthstrategyfocusedusonglobalhighpotentialbrandsand
vitalitymissionistakingusintoanewphaseofdevelopment.Morethanever,howbrands
arehelpingpeople'feelgood,lookgoodandgetmoreoutoflife'asentimentclosetoLord
Leverhulme'sheartoverahundredyearsago
Timeline
19thcentury:AlthoughUnileverwasn'tformeduntil1930,thecompaniesthatjoinedforces
tocreatethebusinessweknowtodaywerealreadywellestablishedbeforethe
startofthe20thcentury.
1900s:

Unilever's founding companies produced products made of oils and fats,

principallysoapandmargarine.Atthebeginningofthe20thcenturytheir
expansionnearlyoutstripsthesupplyofrawmaterials.

1910s:

TougheconomicconditionsandtheFirstWorldWarmaketradingdifficultfor
everyone,somanybusinessesformtradeassociationstoprotecttheirshared
interests.

1920s:

Withbusinessesexpandingfast,companiessetupnegotiationsintendingto

stopothersproducingthesametypesofproducts.Butinsteadtheyagreeto
mergeandsoUnileveriscreated.

1930s: Unilever'sfirstdecadeisnoeasyride:itstartswiththeGreatDepressionandends
withtheSecondWorldWar.Butwhilethebusinessrationalizesoperations,it
alsocontinuestodiversify.
1940s: Unilever'soperationsaroundtheworldbegintofragment,butthebusinesscontinues
toexpandfurtherintothefoodsmarketandincreaseinvestmentinresearch
anddevelopment.
1950s: BusinessboomsasnewtechnologyandtheEuropeanEconomicCommunityleadto
risingstandardsoflivingintheWest,whilenewmarketsopenupinemerging
economiesaroundtheglobe.
1960s: AstheworldeconomyexpandssodoesUnileveranditsetsaboutdevelopingnew
products,enteringnewmarketsandrunningahighlyambitiousacquisition
program.
1970s: Hardeconomicconditionsandhighinflationmakethe70satoughtimeforeveryone,
but things are particularly difficult in the fastmoving consumer goods
(FMCG)sectorasthebigretailersstarttoflextheirmuscles.
1980s: ThebusinessexpandsintoCentralandEasternEuropeandfurthersharpensitsfocus
onfewerproductcategories,leadingtothesaleorwithdrawaloftwothirdsof
itsbrands.
1990s: ThebusinessexpandsintoCentralandEasternEuropeandfurthersharpensitsfocus
onfewerproductcategories,leadingtothesaleorwithdrawaloftwothirdsof
itsbrands.
st

The 21 Centuries: The decade starts with the launch of Path to Growth, a fiveyear
strategicplan,andin2004furthersharpensitsfocusontheneedsof21st
centuryconsumerswithitsVitalitymission.

2.3UNILEVERDESIGNANDHISTORY

In2005,Unileverdecidedtochangetheirlogotorepresenttheirnewthemeofvitality.The
newlogowasalsoplannedtocoincidewiththe75thanniversaryofthecompany.Thenew
logotellsthestoryofUnileverandvitality.Itbringstogether25differenticonsrepresenting
Unileveranditsbrands,theideaofvitalityandthebenefitsUnileverbringstoconsumers.
Theiconsarerepresentedbelow.

Sun:

Theprimarynaturalresource.Alllifebeginswiththesuntheultimate
symbolvitality.ItevokesUnileversorigininportofsunlight&can
representanumberofUnileverbrands.

DNA:Thedoublehelix.Thegenericblueprintoflifeandasymbolofbioscience,it
isakeytohealthylife.Thesunisthebiggestingredientoflifeand
DNAisthesmallest.

Bee:

Represent creation, pollination, hard works and bio diversity. Bees

symbolizebothenvironmentalchallengesandopportunities.

Hand:

Asymbolofsensitivity,careandneed.Itrepresentsbothskinand

touch.

Flower:

Represent fragrance, when seen with the hand, it represents

moisturizingcream.

Hair: Asymbolofbeautyandlookinggood.Placednexttotheflower,it evokes

cleanlinessandfragrances;placednearthehanditsuggestssoftness.

Palmtree:

Anaturalresource,itproducespalmoilaswellasmanyfruits.
Coconutanddatesarealsosymbolizeparalyze.

Spoon:

Asymbolofnutrition,tastingandcooking.

Bowl:

Abowlofdelicioussmellingfood.Itcanalsorepresentareadymeal,
hotdrinksorsoup.

Spice&
Flavors:

Representchiliorfreshingredients.

Fish: Representfood,seaorfreshwater.

Sparkle:

Clean,healthyandsparkingwithenergy.

Bird:Asymboloffreedom.Itsuggestsrelieffromdailychores,gettingmoreoutof
life.

Recycle:

Partofcommitmenttosustainability.

Lips: Representbeauty,lookinggood&taste

Icecream:Atreat,pleasureorenjoyment.

Tea:

Aplantoranextractofaplant,suchastea,alsoasymbolofgrowing
andfarming

Particles:

Frozen:

Areferencetosciencebubblesandfizz.

Theplantisasymboloffreshness,thesnowflakerepresentfreezing,a
transformationalsymbol.

Wave:

Symbolizecleanliness,freshnessandvigorousicon.(Withtheclothes
icon)

Liquid:

Areferencetocleanwaterandpurity.

Container:

Symbolizespackagingapotofcreamassociatedwithpersonalcare.

Clothes:

Representfreshlaundryandlookinggood.

Heart: Asymboloflove,careandhealth

Sauceor

Spread:

Representmixingofstirring.Itsuggestblendinginflavors&adding
taste

2.4UNILEVERBANGLADESHLIMITED
Thehistory
UnileverBangladeshLtdisoneoftheworldsmostsuccessfulfastmovingconsumergoods
manufacturingcompanieswithlocalmanufacturingfacilities,reportingtoregionalbusiness
groupsforinnovationandbusinessresults.
LeverBrothersBangladeshLtd.asasubsidiaryofUnileverisleadingthehomecare,personal
careandfoodproductmarketofBangladesh.On25 th February1964theeasternplantof
Lever Brothers Pakistan Ltd. was inaugurated at Kalurghat, Chittagong with a soap
productioncapacityofapproximately485metrictons.Itwasaprivatelimitedcompanywith
55%shareheldbyUnileverandtherestbytheGovernmentofPakistan.Afterindependence
theeasternplantwasdeclaredabandoned.Buton5th July1973itwasregisteredunderthe
nameofLeverBrothersBangladeshLtd.asajointventurecompanyofUnileverPLCandthe
Govt.ofBangladeshwithasharearrangementof60.75%toUnileverand39.25%tothe
BangladeshGovt.

Unilevertoday
Unileverbrandsaretrustedeverywhereand,bylisteningtothepeoplewhobuythem,they've
grown into one of the world's most successful consumer goods companies. In fact, 150
milliontimesaday,someonesomewherechoosesaUnileverproduct.
UBL have a portfolio of brands that are popular across the globe as well as regional
productsandlocalvarietiesoffamousnamegoods.Thisdiversitycomesfromtwooftheir
keystrengths:
Strongrootsinlocalmarketsandfirsthandknowledgeofthelocalculture.
Worldclassbusinessexpertiseappliedinternationallytoserveconsumerseverywhere.

2.5UNILEVERATAGLANCE
Typeofbusiness:

FastMovingConsumerGoodsCompanywithlocalmanufacturing
facilities,reportingtoregionalbusinessgroupsforinnovationand
businessresults.

Operations:

HomeandPersonalCare,Foods

Constitution:

Unilever60.75%shares,GovernmentofBangladesh39.25%

Product
categories:

HouseholdCare,FabricCleaning,SkinCleansing,SkinCare,Oral
Care,HairCare,PersonalGrooming,TeabasedBeverages.

Brands:

Wheel,Lux,Lifebuoy,Fair&
Sunsilk,Taaza,Pepsodent,Clear,

Lovely,Pond's,CloseUp,
Vim,SurfExcel,Rexona,

Dove,Vaseline&Lakme.
Manufacturing
Facilities:

TheCompanyhasaSoapManufacturingfactoryandaPersonal
ProductsFactorylocatedinChittagong.Besidesthese,thereisatea
packagingoperationinChittagongandthreemanufacturingunitsin
Dhaka,whichareownedandrunbythirdpartiesexclusivelydedicated
toUnileverBangladesh.

Employees:

Unilever Operations in Bangladesh provide employment to over

10,000peopledirectlyandthroughitsdedicatedsuppliers,distributors
andserviceproviders.99.5%ofUBLemployeesarelocalsandthey
haveequalnumberofBangladeshisworkingabroadinotherUnilever
companiesasexpatriates

2.6MISSION
Unilever'smissionistoaddVitalitytolife.Theymeeteverydayneedsfornutrition;hygiene
andpersonalcarewithbrandsthathelppeoplefeelgood,lookgoodandgetmoreoutoflife.

2.7VISION
To make cleanliness a commonplace; to lessen work for women; to foster health and
contributetopersonalattractiveness,inorderthatlifemaybemoreenjoyableandrewarding
forthepeoplewhousetheproducts.

2.8GOALS
ThegoalsofUBLare:
1 Tomanufacturehighstandardproducts.
2 Promotingproductstothehighestextent
3 Producinglargevolumetoachieveproductioncosteconomies.
4 Enablingqualityproductstobesoldoutatobtainableprices.

2.9

UNILEVERSCONTRIBUTION

Unilever Making a positive contribution to society through their brands, the commercial
operationsandrelationships,theirvoluntarycontributionstothecommunityandthroughtheir
widerengagementwithBangladeshisociety.
72%ofthecompanysvalueadditionisdistributedtotheGovernmentofBangladesh.
UBLoperationsprovideemploymenttoover10000people.

2.10UNILEVERBRANDS
globally.Howevermanyofthesearelocalthat
Unileverhasaportfolioofabout400brands canonlybefoundincertaincountries,e.g.

Fair&Lovely.InBangladeshthenumberof

UBLsexistingbrandsis18whicharecategorizedindifferentsections.Thebrandsfall
almostentirelyintwocategories
1 Foodandbeverages
2 Homeandpersonalcarebrands

Unilever Bangladesh

Home & Personal Care

(HPC)

Foods &
Beverages
Tea

Personal Care
(PC)

Home Care
(HC)

Personal Products
(PP)

Skin Care

Oral Care

Personal
Wash (PW)

Hair Care

Fabric Wash
(FW)

Deo

InBangladeshthecompanyoperatesinfourdistinctproductcategories.Theseare:
1 FabricWash
2 Householdcare
3 Personalcare
4 Foods

FabricWash

Household
Care (HC)

WheelLaundrySoap
WheelWashingPowder
WheelPowerWhite
SurfExcel

HouseholdCare
VimPowder
VimBar
VimLiquid

PersonalCare
PersonalWash
InternationalLux
LifebuoyTotal
Dovebar
LifebuoyLiquidsoap
SkinCare
Fair&LovelyMultivitamins
Fair&LovelyBodyFairnessMilk
Fair&LovelyAyurvedic
Fair&LovelyMenzActive
PondsAgeMiraclerange
PondsDailyFaceWashrange
PondsColdCream
PondsPerfectresultCream
PondsDreamFlowerTalc
Pondsflawlesswhiterange
PondsWhiteBeautyRange
PondsBodyLotion
Lakmeskincareproducts
Doveskincareproducts
Vaselineskincareproducts
HairCare
SunSilkShampoo

AllClearShampoo
LifebuoyShampoo
Doveshampoo

AllClearHairOil
OralCare
CloseupToothpaste
PepsodentToothpaste
PepsodentToothpowder
PepsodentToothbrush
Deodorant
Rexona
Axe

Foods
LiptonTaazaDanadar
LiptonTaazastrong
LiptonTaazaTeabag.
Figure2.1:BrandcategoryofUBL
InBangladesh,Unileversstrengthscomefrom:
1 Itspresenceinseveralproductcategories
2 Variousbrands
3 Numerousvariantsandpacksize
4 Widerangingoptionstofulfilldiverseaspirationsandtaste
5 Tailoringproductstosatisfyconsumerswithdifferentneedsandmeans
6 Coveringthecountrybyhundredsofthousandsofoutlets
ThiswiderangeofproductsandbrandsofferedbyUBLshowstherealizationofthesimple

universalfactdifferentindividualshavedifferentneeds.

2.11STRATEGIESFOLLOWEDBYTHECOMPANY
2.11.1FunctionalLevelStrategies:
UnileverBangladeshLtdfollowsdifferentfunctionallevelstrategiestogaincompetitive
advantagesandsustainitinthelongruninthematuredindustries.

1 Theyincreasetheirefficiencythroughexploitingeconomies ofscaleandlearning
effects.Forexample,808,720barsofsoaps,1,023,810packetsofdetergentpowders,
154,430toothpastetubesandsachets,329,530bottlesandsachetsofshampoo,156,
910tubes,jars,bottlesandsachetsofcreamsandlotions,and35,000packetsoftea
areproducedinonedayinBangladeshbyUnilever.
2 They adopt flexible manufacturing technologies, upgrade the skills of employees
throughtrainingandperformresearchanddevelopmentfunctiontodesignproducts
thatareeasytomanufacture.
3 Theyhavehighercustomerresponsivenessrate.Theycarryoutextensiveresearchto
innovate new products and modify the existing products to better satisfy the
consumers.
4 They continuously innovate products, promotional activities, packaging and
distribution.Thiswaytheycanrespondquicklytocustomerdemands.

2.11.2BusinessLevelStrategies:
Unileversstrategicmanagersadoptdifferentbusinesslevelstrategiestousethecompanys
resourcesanddistinctivecompetenciestogaincompetitiveadvantageoveritsrivals.These
are:
1 Theyfollowcostleadershipstrategyastheyhaveintermittentovercapacityandthe
abilitytogaineconomiesofscale.Thiswaytheycanproducecosteffectiveproducts
andyetbeprofitable.
2 Theyalsofollowdifferentiationstrategyforsomeproductstomeettheneedsofthe
consumersinauniqueway.
3 They also target different market segments with different products to have broad
productline.Byproductproliferationtheyreducethethreatofentryandexpandthe
rangeofproductstheymaketofillawidevarietyofniches.

2.11.3StrategyintheGlobalEnvironment:

UnileverBangladeshLtd.isregisteredunderUnilever.Asapartofaglobalcompanyit
followssomegeneralizedstrategiesandprincipalsofUnilever.However,theyalsomodify
differentstrategiesbasedonthenationalconditions.Thedifferentstrategiesthattheyfollow
intheglobalenvironmentarestatedbelow:
1 Asaworldwidefamouscompanyandcomprisinginternationallyrenownedbrands
gives themuniquestrengths thatallow acompany toachieve superior efficiency,
quality,innovation,orcustomerresponsiveness.Thedifferentpoliciesandstrategies
UnileverfollowsandtheirexperienceistransferredtoUnileverBangladeshLtd.
2 Theyimporttherawmaterialsfromtheplaceswhereitislesscostly,thusachieve
locationeconomy.
3 They are locally responsive. They are always ready to improve and modify their
productstomeettheneedsofthelocalcustomers.
4 UBLfollowsamultidomesticstrategywherethecompaniesextensivelycustomize
boththeirproductofferingandmarketingstrategytodifferentnationalconditions.

2.11.4Corporatestrategy:
UBLcarriesoutthefollowingcorporatelevelstrategies:
1 Theyinvolveinshorttermcontractsandcompetitivebiddingforthesupplyofraw
materials.
2 Theyhaveadiversifiedbusiness.UBLhasbothrelatedandunrelateddiversification.
They compete in nine different industries with various products from home care,
personalcareandevenfoodproducts.Theyhaveeconomiesofscopeasmostofthe
products can share the same manufacturing facilities, inputs and specially the
distributionchannels.

2.12UNILEVERSGROWTH
AlthoughUnileverhasbeenaroundsincepreliberationdays,therealimpetusforgrowth
startedfrom1999.Sincethenthesalesgrowthhasconsistentlybeenindoubledigitsandat
morethandoubletheGDPrateofgrowth.In2003UBLwasthefastestgrowingbusinessfor
Unilever Asia delivering profitable growth of 17%. They have also strengthened the
fundamentalsofthebusinessandhavebeenabletodoubletherateofgrossmargins,which
hasprovidedusthenecessaryfuelforgrowth.Duringthelastfewyearstheprofitaftertax
hasincreasedmorethan8timesandthishasresultedinexponentialgrowthinshareholders
fundnowbeingoneofthehighestincorporateinBangladesh.

2.13ORGANIZATIONALSTRUCTURE
IntermsofUnilever,theyhavetwochairmenleadingthecompanyworldwide.Theyhave
seventopdirectorsleadingsevendifferentdepartments.Theyhavedividedtheirworldwide
businessintodifferentregionandhavedifferentbusinessgroupstomanagethem.
UnileverBangladeshlimitedfallsundertheSoutheastAsianregion.Onamoremicroscale,
UnileverBangladeshltdismonitoredbyHindustanleverLtd.whichoverseesoperationin
Bangladesh,India,PakistanandSrilanka.ThechairmanofUnileverBangladeshLimitedis
knownasthemanagingdirector.Themanagementstaffofthecompanyconsistsofsixlayers,
startingfromjuniormanager(whoarelocalmanagers)tomanagergrade5(whoareUnilever
managers).Apartfromthisthecompanyalsohiresmanynonmanagementstaffaswellas
operativestoworkinthefactories.

UnileverBangladeshLimitedstructuredinthefollowingmanner:
Unilever Bangladesh Limited has five departments to carry out all the organizational
functions.Respectivedirectorsheadareheadofalldepartments.Thesedepartmentsare:
1. Customer Development Department Headed by Customer Development Director
(CDD)
2. Brands&DevelopmentDepartmentheadedbytheBrandsandDevelopmentDirector
(B&DD)

3. SupplyChainDepartmentheadedbytheSupplyChainDirector(SCD)

4. FinanceDepartmentheadedbyFinanceDirector(FD)
5. HumanResourcesDepartmentheadedbytheHumanResourcesDirector(HRD)

Chairman & Managing

Director

Director
Brands &
Development

Director

Director

Director

Director

Customer
Development

Supply Chain

Human
Resources

Finance

Figure2.2:Organizationalstructure

2.13.1.BrandsandDevelopmentDepartment:
TheBrandsTeamhasbeenexpandedtoBrandsandDevelopment,thusproviding
opportunityofincreasedcoordinationbetweenthemarketingandDevelopmentTeam.
Insightintoconsumerneedsandaspirationsiscriticalifnew
beidentified.Newmarketopportunitiesmustbe

identified

marketopportunitiesareto
iftheyarelookingfor

sustainableprofitablegrowth,keepingthemmiles aheadof theircompetitors.However

itisalsocrucialtoexploittechnologyanddevelopmentstotranslatethefoundinsightinto
tangibleproductscateringtotheneedsandaspirationsof

theconsumerswithspeed.A

deepunderstandingofbothconsumersandtechnologies

providesanessentialfoundation

forsuccessfulinnovation.ToensureasuccessfulinnovationprocessatUnilever,Brandsand
Developmenthavebeenboughttogether.Thiswillhelp

theirdevelopmentteamtohave

closercontactwiththeconsumerworld,followingthe leadsandcuesoftheiraspirations
andthusinnovatingproductstailoredaccordingly

atafasterpace.Brandsand

DevelopmentDepartmentisfurtherdividedintosixmajorareas.Theyinclude:
1 Homecare
2 Personalcare
3 DentalServices

1 Food
2 Teaexport
3 Marketingresearch

2.13.2.SupplyChainDepartment:
The

SupplyChainDirector(SCD)whoisinchargeofplanning,buying,

manufacturinganddistributingheadsSupplyChainDepartment.Thesupplychainprocess
constitutesaseriesofimportantactivitiesensuringsmoothdeliverytotheconsumers.Supply
chainprocessledtojoiningplanningandbuyingwithmanufacturing.Thischain

is further

extended byjoining distribution to the chain, thusintegratingbothbackward

and

forward linkages.An integratedsupplychainwillgivethem theadvantage ofacting

withspeed,enabling

themto

keep up with paceofthe

everchanging business

scenario.Atpresent,itisdividedintothefollowingfunctions:
1 Manufacturing
2 Engineering
3 CompanyBuying
4 Distribution
5 QualityAssurance
6 Planning

2.13.3.FinanceandITDepartment:
The

FinanceandITdepartmentsarejointlyheadedbyoneDirector.Themainobjectives

ofthis departmentare toserve

allthedivisionanddepartmentsofthecompanies,to

secure andsafeguard

assetsandinterest,toensureproperinternalcontrol

company

withinthecompanyandaboveall,tobecosteffectiveinordertogetoptimumbenefitforthe
companywhileoperating.Atpresentthemajorsubdepartmentsare:
1 Businesssystem
2 Finance
3 Legal.

2.13.4.HumanResourcesDepartment:
TheHumanResourcesDirector(HRD)currentlyheadsthisdepartment.ThemajorFunctions
ofthisdepartmentare
1 FactoryPersonnelfunctionsorIndustrialRelations,
2 Recruitment,Traininganddevelopments,laborwelfare,
3 PersonnelServicesandSecurity.
All these major personnel functions are integrated in the best possible way in Unilever
BangladeshLimitedwhichresultsinitshigherproductivity.Industrialrelationsorthe
factorypersonnelfunctions are lookedafterbyfactory
development

activities

are

supervised

by

personnelmanager,trainingand
ManagerHuman

Resource

Development, EmployeeWelfare,

activities aremonitoredbyAssistantManagerlabor

welfare,personnelservices

lookedafterbytheFPMalongwiththeofficeservices

are

managerandfinallysecurityofficerisresponsibleforallthesecurityservicesAt
thetotalnumberofpersonnel

in UnileverBangladesh

present,

Limitedare720whichincludes

159inmanagement&543unionizedpermanentworkers.

2.13.5.CustomerDevelopmentDepartment:
Managingcustomersi.e.retailers,wholesalers,anddistributors,isbecomingcriticaldayby
day.Withtheevolutionofmoderntradeandaggressivelocalandinternationalcompetition,
roleofCustomerManagementhasalsobeengraduallyshiftingfromtraditionalSales:to
TradeMarketing.CategoryManagement,SpaceManagementandInstoremerchandising
are becoming more and more important. Exploring and developing new channels are
becomingcriticaltodrivetheirbusinessforward.Withmoreandmoresophistication,therole
ofCustomerManagementwillevolvefurtherandthewholegamewillbeturnedinto
RelationshipMarketing.Thecustomermanagementdirector(CMD)heads
Customer

the

ManagementDepartment.ReportingtohimaretheSalesOperationManager,

RegionalSalesManagersandAreaSalesManagers.Companyorganizedmediaisunderthe
SalesOperationManager.

Assistant

Managers.TerritoryManagers
ManagersandRegional

Areamanagers

report tothe Assistant

Sales Managers,

report

tothe

RegionalSales

Areasalesmanagers,AreaSales

whichdifferin

different salesareas.The

CustomerManagementDepartment,earlycalledSalesDepartment,isresponsible
forallcompanygoodsandmaintainsthefollowingcustomermanagementstrategy:
1 Strongdistributionnetwork
2 Widestdistributionwithseasonaloperationincosteffectivesareas.
3 Effectiveandfocusedcompanysalesforce
4 Majorthrustinruralmarket

2.14

UnileversSocialResponsibility

EcoefficiencyUnilever

Bangladesh Limited alwaystriestoreducetheimpacts

ofcompanyoperationsbyefficientmanufacturingequipmentsandproperwaste
managementsystem.

EcoinnovationUnilever Bangladesh Limited alsoaimtomitigatetheimpacts

ofUnileverBangladeshLimitedproductsbyusingrecyclablepackagesandsafe
ingredients.

1 Sustainabilityprogramsinfish,agricultureandwater.
2 UnileverBangladeshLimitedCodeofBusinessPrinciples.
3 FairBusinessPractice.
4 Supportinglocalcommunities

CHAPTER THREE
Functionality of Customer Development

Department
&
Job Description as an Intern
THISCHAPTERINCLUDES:
3.1

UBLsCustomerDevelopmentDepartment

3.2

TradestructureofUnileverBangladeshLtd

3.3

ChannelsofUBL

3.4

PurposeoftheCDsactivitiesforUnilever

3.5

PurposeoftheCDsactivitiesforretailers

3.6

PurposeoftheCDsactivitiesforshoppers

3.7

HowthingsworkatUnileverCustomerDevelopmentend

3.8

KEYRESPONSIBILITIESOFTHEJOB

3.1UBLsCUSTOMERDEVELOPMENTDEPARTMENT
TheCustomerDevelopmentteamisresponsiblefortheoverallsalesanddistributionofour
brandsacrossthecountry.TheyarethebridgebetweentheBrands&Developmentteamand
theConsumers.TheCustomerDevelopmentteammakessurethatwe,asacompany,meet
theeverydayneedsofpeopleeverywherethroughensuringthatourbrandsarealwayswithin
thereachofourcustomersandconsumers.Todoso,innovativenewchannelsofdistribution,
ensuring visibility of our brands through attractive merchandising, and developing our
distributors to improve our penetration and coverage are vital responsibilities entrusted
winning our Customer Development team. Increasing competition and the beginning of
moderntradehasobligatedcustomermanagementtoshiftfrom"TraditionalSales"to"Trade
Marketing".Withmoretradesophistication,theresponsibilityofCustomerDevelopmentis
evolving into Relationship Marketing where Channel Development, Merchandising, and
DistributorDevelopmentplayacentralpartinkeepingthecompanyaheadofcompetition
andinoutpacingmarketchange.

CDstructureisgiventothenextpage

CustomerDevelopmentDepartmentStructure

Chairman &
Managing
Director

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Development
Department

3.2TRADESTRUCTUREOFUNILEVERBANGLADESHLTD
Thetradestructureofoutletisdividedintwogroups.Theyare

3.2.1Moderntrade:
Moderntradesareselfserviceindependentstoreslocatedinurbanareas.Itstartedtoemerge
sincetheendof1999.Thischannelisgrowingveryfastinnumber.Thecumulativegrowth
ofthetradeis40%.Thesestoresaresmallinnumberbutdevelopingveryquickly.Tillto
datethereare62storesoperatingcountrywide.Thecontributionofthistradeis5.5%in
Dhaka&1%countrywide.

3.2.2Generaltrade:
Therestofthetraditionalstoresthathavebeenrunningsincethebeginningarefallunderthe
category of General trade. If the modern trade is contributing 1%, the rest of the 99%
contributioncomesfromgeneraltrade.Thereare700000storesoutletsunderthiscategory
operatingcountrywide.Thebreakdownsare:
Thereare700000outlets

135000aredirectlycoveredinurbanareas

1450000aredirectlycoveredinruralareas

150000coveragethroughpollydut(localagent)

3.3CHANNELSOFUNILEVERBANGLADESHLTD
Channelsareacommongroupofpointofpurchasewhichprovidessimilarservicestosimilar
set of customers with similar desires. Different channels serve different customers with
similarsetofdesires.Channelsarecreatedsothatitcanbeanalyzedandmanagedingroups
Thesesetofchannelscanbeidentifiedbasedonfourcriteria.Theyare:

Location:ThefirstcriteriaWherethestoreissituated,likeurbanarea,ruralareaetc.
Structure:Thestructureofthestore,likeconcretebuilding,tinshedbuildingetc.
Goodssold:Whattypeofgoodsaresold
here,likegroceryitems,cosmeticitemetc.

Typeofcustomers: Whatkindofcustomerscometothestore,likelowerincomegroup,
higherincomegroup,malefemaleetc.

3.3.1Utilitiesofchannels:
Byanalyzingeachtypeofchannelitcanbelearnedthattypeofproductssoldbydifferent
channels,thetypeofproductssellersareinterestedtosellandthereasonbehindit.Theidea
ofchannelcategoryalsohelpstodesigndifferentmarketingstrategiesfordifferentchannels
becausesamestrategycannotbeappropriatefordifferentchannels.Thatswhyitisimportant
toknowaboutthecategoriesofchannels,sothatthemarketingteamofthecompanycan
formulateappropriatestrategyforeachchannel.

3.3.2Importanceofchannel:
Categorizingchannelisveryimportantinordertounderstandtheretailenvironmentand
relate that with the company. There are also other factors which can be addressed as
importanceofchannelsisgivenbelow:
1 The nature of sales can be understood through which marketer can focus on the
productlineforspecificchannel
2 Distributionofproductincosteffectiveway
3 Reducingdamagerateofproduct
4 Allowbrandstoreachtheirfullpotential
5 Ensuring100%salesineverylaunch&relaunch
6 Knowingaboutthebuyingbehaviorofdifferenttypeofcustomer
7 Maintainingbettertraderelations

3.3.3Typesofchannel:
Thereare700000outletswhichweregroupedinto27differentchannels.Amongthese27
differentchannels9havebeenformalizedfordevelopment.Thesechannelsconsistofboth
urbanandruralareas.

Urban General store

Urban Neighborhood grocer
Urban Channel
HPC Tong
Urban wet market
grocer
Priority channel
Rural wet market
grocer
Rural Channel
Rural Neighborhood
grocer

The UBL
Channels

Emergi
ng
channel

Shopping complex

Rural Cosmetic Store

Figure3.2:ChannelstructureofUBL

Self Service Store

Prioritychannel:
Prioritychannelsareexistingtraditionalchannelsrunningcountrywide.Thischannelconsists
ofurbanandruralareas.Theprioritychanneliscategorizedintosixdifferentstoreformats.
Theyare:
1 Urban General Store (UGS): Urban general store are stores located in urban
residentialormarketareas.Theyarepermanentinnature.TheyusuallysellHPC
itemswithotheressentialitems.ThefeaturesofUGSaregivenbelow:
2 Urban Neighborhood Grocer (UNG): These are normally located in urban
residentialarea.Theyarealsopermanentinstructure,sellsnonbrandedfooditems
withalittlerangeofHPCproduct.Theyaremoreliketheconveniencestore.The
featuresofUNGare:
3 Urban Wet Market Grocer (UWMG): It is located in wet market areas. They
usuallystandinclusters.Thesestoresarestructuredinpermanentway.Thereisno
counterinthestore;theshopkeeperusuallyoperatesitfromthegodi.Thischannel
basicallysellsnonbrandedcommodityandgroceryitemsandHPCitems.
4 UrbanHPCtong:Thesearetemporarystructuredstoreswhichsellsteaandbakery
items.Peoplenormallycomeheretohaveteaandsocialgathering.Itisfoundinboth
residentialandcommercialarea.Thestructureofthesechannelsistemporary.This
channelbasicallysellsnonbrandedcommodityandfooditemsandfewHPCitems.
5 RuralNeighborhoodGrocer(RNG):Thisislocatedinruralresidentialareas,where
peoplecomefortopuppurchase.Thestorebasicallymadeoftinorwoodenstructure.
Normallyonepersonhandlesthestorebutassistantscanbeseensometimes.
6 RuralWetMarketGrocer(RWMG):Thesestoresarelocatedinruralhatandwet
marketarea.Itisgenerallyfoundinclusters.TheChannelbasicallysellsgrocery,
dairyandHPCitems.Midtolowerincomeshoppersarethemaincustomersofthis
channel.

Emergingchannel:
Theemergingchannelsarechannelsidentifiedwithuniquecharacteristicswhichcannotbe
categorizeinprioritychannel.Theyaredifferentintermsofstructure,shopperandproduct
category. Three types of channels have been identified under this category. They are
describedbelow:
1 Shoppingcomplex: Shoppingcomplexislocatedinurbanareas,generallyonthe
roadsideofprominentroads.Outletsarepermanentinstructure,foundinclusters,
generallyunderonerooforsimilardemarcation.Basicallysellallsortsoffashionand
HPCitems.Thereare23400storesundershoppingcomplexrunningcountrywide.
2 SelfServiceStore:Thesestoresarestartingtoemergefrom1999.Itstartedwithvery
fewinnumbersandnowincreasedupto62.Thesestoresarepermanentinstructure,
havesignificantlylargespacewhereallsortsofproductsareassortedunderoneroof.
Bothmaleandfemalefrommidtohigherincomegroupsshopfromhere.Thesestores
sellallkindofproducts.
3 Rural cosmetic store: Rural cosmetic stores are located in rural market area,
especiallyontheroadside.Thisemergingchannelhassomesignificancebecauseof
itsincreasingdemands.Thestructureanddecorationofthestorearequitedeveloped
fortheruralarea.Thesestoresdominatedbyfemaleshoppersbecauseitsellspersonal
products. As said earlier channels are created to focus on different categories of
products,differentsetofneedsofbuyersandtoeasethemarketingstrategytakenby
thecompany.BasedonthechannelsUnileverdecideswhattypeofaidtoprovideto
whichcategory,theyalsotakeeffectivemeasurestoensuretheSKUlevelineach
channel.ToincreasethesalesandtogainmajormarketshareUnileverhastaken
differentmeasurestoenhancethechannelsinsomanydifferentways.

3.4

PURPOSEOFTHECDSACTIVITIESFORUNILEVER
1 ExclusivevisibilityofUBLproducts:Propervisibilityofproductshelpstoinduce
sales.CDteamwillensureexclusivevisibilityofcertaincategoriesofUBLproducts
whichwillhelptoincreasethesalesofthosefocuscategory.
2 Highervalueinshoppersbasket: CDteammustincreasetheshareinshoppers
basket.Shopperwouldnotonlybuyfromthestorebutalsoincreasethenumberof
UBLproductintheirbasket
3 HighergrowthofUBLCategories: CDteammustensurehighergrowthofUBL
categories. They focus all the product categories in the stores and make sure to
increasethesalesofallthecategories.
4 BetterTradeRelation: Maintainingstrongtraderelationshipwiththeretailersis
very important for selling fast moving consumer goods. Through customer
development department will provide facilities to the retailers including
merchandising,gift,andotherservices.Theywillalsotakefeedbackfromthemabout
theirsalesmorefrequently.Allthesewillhelptostrengthentherelationshipbetween
Unileverandtheretailers.

3.5

PURPOSEOFTHECDSACTIVITIESFORRETAILERS
1 Product availability: CD team ensures the retailers the products availability.
SSO/SOtakesordertheproductsanddelivertheproductsregularlyandtimely.
2 Merchandisinginputs:Unileverwillprovidespecialmerchandisinginputsfortheir
specific outlets.Unilever will provide shopsign, panel branding, shelf talker and
othermerchandisingfacilities.Retailerdoesnthavetopayforanyofthese.
3 Promotionalactivities: Unileverwillalsogivesomepromotionalactivitieswhich
willinfluenceretailertostoremoreproductsintheirshop.Thiswillhelptheretailers
toincreasetheirsales.

3.6

PURPOSEOFTHECDSACTIVITIESFORSHOPPERS
1 Visibility and availability: CD team ensures that all the Unilever products are
availableinalltheoutlets.Andalltheproductsaredisplayinaveryattractiveandeye
catchymethod.Soshopperscaneasilynoticetheproductsandcanbuytheproducts.
2 Promotionaloffer:Shopperswillgetsomegiftortakaofforsomepromotionaloffer
for some specific products. This will encourage them to make more and repeat
purchase.

HOWTHINGSWORKATUNILEVERCUSTOMER
DEVELOPMENTEND
3.7

Startingfromthedepottoreachingtheproductstothemarket,UnileverCDplaysvery
importantrole.
1 ProperindentingoftheproductswithfocusonspecialbrandsandSKUsbymanaging
thedistributorsmoney
2 Handlingtheproductswithcareduringtransitsothattheproductsintheirrealstate
canbedeliveredtothemarket
3 Trainingthedistributorsfieldforceabouttheproducts/brands/theirusageandhowto
convincetheretailers
4 Planningabouttheproductplacementsinthemarkets,deliveringthenewestofthe
brandstotheremotestoftheplaces
5 MakingsurethatallthebrandswiththeirrelevantSKUs arepresentintheright
outlets
6 Segmentingchannelsaccordingtheimageandrequirementofthebrands
7 SettingSOstargetsofLPCsothateverySKUofeverybrandisavailableintheright
places
8 Ensuringtopclassvisibilitythatappealstheconsumersby:
2 Channelsegmentation:TofocusondifferentSKUsasperchannelinshape.

3 DistributionCorrection:ensuringallthestrategicSKUsareavailableintheoutlets.

1 Excellentmerchandising: Campaignbrandingandrural haat branding helps in

synchronizingwithbrandcommunication.
2 ContractMerchandisers: CDteamhasaContractMerchandisersthosewhoactually
help to the retailers for assortment, visibility and systematic way of displaying the
productsaccordingtobrandsobjectives.
3 Innovativedisplayprograms/schemes: CDteamgivesdifferenttypesofinnovative
display programs or schemes to get in line with brands objective, to help in more
stockingandbetterofftakeofthebrandswhichultimatelyhelpsinmarketsharegain.
LikeVimdisplaygainedsharefromTrix.

3.8MYJOBRESPONSIBILITY
AsaninternIwasinvolvedindifferentsortofactivities.Mykeyresponsibilitiesarelisted
below:
Outletsurvey

Reportmysupervisor

Selectionofbillboardforoutlet

Monitorthesalesofficer

Monitorthedeliverysalesofficer

ProvidingsolutionstotheretailerthroughtheFSE

MonitoringtheorderrecordthroughtheDMS

.Shortbriefofthoseresponsibilitiesarewrittenbelow.

3.8.1

Outletsurvey:visitedmanymarketstoidentifytheoriginaloutletsandifthereisany
newshop,addedthemintheoutletandalsomonitorthatalltheskusareavailablein
theoutlets,competitorsactivities,anynewproductsarrivalinthemarketetc.

3.8.2

Reportmysupervisor: aftervisitingthemarketIhavetoreporttomysupervisor
aboutmarketcondition.

3.8.3

Selectionofbillboardforoutlet:Ihadtoselectsomebillboardforsomeoutlets.

3.8.4

Monitorthesalesofficer:Inthemorningeverysalesofficercometotheofficeand
FSCgavethemtheirLPCtargets.Theyhavetofulfilltheirtargets.IhavetoMonitor
thesalesofficerthathowtheytakeorderthroughthePDAtotheretailers.

3.8.5

Monitorthedeliverysalesofficer:monitorthedeliverysalesofficerthathowthey
delivertheproductsandcollectmoney.

3.8.6

MonitoringtheorderrecordthroughtheDMS: aftertakingtheorderfromthe
retailersalltheSOcametotheofficeandgivetheirPDA.Andafterthatalltheorders
arecollectfromthePDAtotheDMS.Ihavetoalsomonitortheseactivities.

Mydiversifiedresponsibilitiesgavemetheopportunitytoleanoutofthebox,which
ultimatelymakemeagoodprofessionalpersonality.

Chapter 4
How strong brand building is leveraged

through efficient operation in the

market

THIS CHAPTER INCLUDES:

4 INTRODUCTION
4.1

RESEARCH METHODOLOGY

4.2

DATA COLLECTION METHOD

4.3

DATA ANALYSIS AND TECHNIQUE

4.4

DATA PRESENTATION TECHNIQUE

4.5

LIMITATION OF THE STUDY

4.6

FINDINGS

4.1INTRODUCTION
Theretailenvironmentnowadayisbecomingmoreandmorechallenging.Itischaracterized
byincreasingcompetitionfrombothdomesticandforeigncompanies,aspateofmergersand
acquisitions,andmoresophisticatedanddemandingcustomerswhohavegreatexpectations
relatedtotheirconsumptionexperiences.Sinceservicesareintangible,heterogeneous,and
inseparable,itisdifficulttomeasureservicequalityobjectively.Sothecompanieshavefocus
tosomanydifferentaspectsinordertoensuretheirsales.
Inretailbusiness,distributionplaysakeyrole,asitdecidesthewhere,how,whomandwhen
forproductstoreachtheirultimatedestination.Manufacturersandretailersneedanumberof
distribution models, channels and intermediaries at varying degrees of importance and
priority,dependingontheconsumer,productorregion.Retailershavetozerodownona
rightmixofdistributionmodelandnetworkthatcanperformthebalancingacttothefullest,
profitingeveryoneinvolvedintheentirechain.Therearenotextbooksolutionsorstandard
procedure to facilitate a flawless distribution in the retail sector; however, the parties
involvedcangiveseriousthoughttoessentialgeneralparametersthatcanhelpthemmove
aheadintherightdirection.
Identificationoftherightconsumerisofparamountimportanceindistribution.Purchasing
powerofurbanconsumerisgrowingandbrandedmerchandiseincategorieslikeApparels,
Cosmetics, Shoes, Watches, Beverages, Food and even Jewellery, are slowly becoming
lifestyleproductsthatarewidelyacceptedbytheconsumer.Theemphasishereisonthrough
theefficientoperationinthemarketastrongbrandbuildingleverage.Thefocusshouldbeon
to build a strong brand position; a well organized and expert customer development
departmentplaysavitalroleinthemarket.
UnileverBangladeshCustomerDevelopmentteamcomestoplayaveryvitalroleinthe
markettomakingthebrandsavailablewithattractivevisibilityintheoutletsandrelevantto
everyimportantstakeholderinthemarket.Becauseifthemarketimplementationisnotgood
and the products are not available widely, even the biggest brands with their best
advertisementcampaignswouldfail.ThatiswhyUBLsCDteamwiththeirstrongfield
force successfully working for ensuring the products availability in all the corner of the
Bangladeshandaveryeyecatchyandattractivedisplayoftheproductswhichencourage

shopperstobuytheproductsandgiveconfidenttotheretailerstotaketheproductswhich
increasethebrandvalueinthemarkets.
Unileverhassuccessfulhistoryofmanagingalltheseaspectsofretailthroughitsinnovative
strategies and dedicated workforce. These have been possible because Unilever has well
definedtradestructureandproperidentifiedchannels.TounderstandhowUnilevermanages
its retail environment trade structure and channels are needed to be understood. Trade
structurereferstothebusinessstructureretailoutletsandthechannelsrefertothemodeof
outlets.InordertomanagetheretailefficientlyUnilevertakedifferentmeasuresbasedonits
tradestructureandchannels.

4.2RESEARCHMETHODOLOGY
4.2.1ResearchPurpose:
Therearetwobasicpurposesofresearch:tolearnsomething,ortogatherevidence.Themain
purposeofresearchhasasitsmaingoalsthegatheringofcoherent,verifiableinformation,
andmostimportantly,timelyreportingofthatinformation.
TheresearchpurposeofthestudywasCDswellorganizeddistributionsystemleveragethe
brandtobecomestronginthemarket.

4.2.2ResearchStrategy:
Thedesignofresearchstrategydependsonthetypesofresearchquestionsasked.Themain
functionofresearchdesignistoexplainhowwewillfindanswerstoourresearchquestions.

4.2.3ExpectedFindings:
CDsefficientdistributionsystemhelpsthebrandtobecomestronginthemarketthrough
theirdifferenttypesofpromotionaloffers,maintainagoodrelationshipwithretailersand
shoppers,ensuringtopclassvisibility,innovativedisplayschemes,campaignbrandingand
alsoCMactivities.

4.2.4Methodology:

gatheringinformationthroughaquestionnaire

Imainlyadoptedaquantitativeapproachby drivensurvey.

4.3DATACOLLECTIONMETHOD
Datawascollectedthroughdocumentation,archivalrecords,interviews,directobservations,
andparticipantobservations.Amainstrengthofthestudydatacollectionistheopportunity
to use many different sources of support. The most important sources for the study
informationareinterviewasIhavedoneinthisanalysis.
Bothprimaryandsecondarydatawillbeusedforanalyzing.

4.3.1PrimaryData:
Ihavecollectedprimarydatabyinterviewingshoppersandretailers.Ihavealsoconducteda
questionnairesurveytogetmoreconcreteoutput.Primarydataweremostlyderivedfrom
surveys.Primaryinformationisunderconsiderationinthefollowingmanner:
1 Facetofaceconversationwiththeretailers
2 Byinterviewingretailersandshoppers.

4.3.2SecondaryData:
1 InternalSources
1 InternalmagazinepublishedbyUBL
2 DifferentbrochuresofUBL
3 Informationprovidedbymysupervisor
2 ExternalSources:
1 Differentbooksandperiodicals
2 Newspapers
3 Internet

4.3.3PopulationandTargetpeople:
4.3.3.1SamplingTechnique:
Instatistics,asampleisasubsetofapopulation.Typically,thepopulationisverylarge,
makingacensusoracompleteenumerationofallthevaluesinthepopulationimpracticalor
impossible.Thesamplerepresentsasubsetofmanageablesize.Samplesarecollectedand
statisticsarecalculatedfromthesamplessothatonecanmakeinferencesorextrapolations
fromthesampletothepopulation.Thisprocessofcollectinginformationfromasampleis
referredtoassampling.
Thebestwaytoavoidabiasedorunrepresentativesampleistoselectarandomsample,also
known as a probability sample. A random sample is defined as a sample where the
probabilitythatanyindividualmemberfromthepopulationbeingselectedaspartofthe
sampleisexactlythesameasanyotherindividualmemberofthepopulation.Asamplethat
isnotrandomiscalledanonrandomsampleoranonprobabilitysample.Inmyresearch
randomsamplingtechniqueisusedfortheprocedure.
4.3.3.2SampleSize:
ThesurveywasconductedinDhakaMetrocityonly.Fromthere30retailerswerechosen
randomlyforinterviewingand30numbersofshopperswerealsobeenquestionedtoexpress
theirexperience.
4.3.3.3SurveyMethod:
Ihavepersonallyinterviewedretailersandshoppersmainlybecauseitwillpermitmeto
searchmoredeeplyifananswerisvagueorunfinished.Apparentlythepersonalelementin
thecontactmaderefusallesslikely.StillIhavefacedsomeproblemswhilefillingupthe
questionnairesduetothelengthofthequestionnaireitself.

4.4DATAANALYSISANDTECHNIQUES
AnalysisofprimaryinformationwillbedoneusingSPSSandMicrosoftexcelfollowedby
descriptiveanalysis.Graphicalpresentation,frequencyandpercentagewillbeusedinthe
report.

4.5DATAPRESENTATIONTECHNIQUES
Presentationofdatawillbeshowninformofvariousgraphsandtables

4.6LIMITATIONOFTHESTUDY
Thepresentstudywasnotoutoflimitations.Butitwasagreatopportunityformetoknow
theretailactivitieshandledbyUBL.Someconstraintsaregivenbellow
1 The main constraint of the study is inadequate access to information, which has
hamperedthescopeofanalysisrequiredforthestudy.Itwasunabletoprovidesome
formatteddocumentsdataforthestudy.
2 Duetotimelimitations,manyoftheaspectscouldnotbediscussedinthepresent
report.
3 As Unilever is a private limited company; it maintains some secrecy that is not
revealedtoothers.Whilecollectingdatatheydidnotdisclosemuchinformationfor
thesakeoftheconfidentialityoftheorganization.
4 Theshoppersweretoobusytoprovidememuchtimeforinterview.
5 Theretailerscouldntprovideproperinformationaboutsomeaspectduetotheirlack
ofknowledge.
6 OnlyfewareasofDhakacityhavebeenconsideredforthestudy.
7 Sampleswereselectedconveniently.
8 Thesamplesizedoesnotrepresentthetotalpopulation.

4.7FINDINGS
4.7.1Shoppersperception
HerethequestionaboutGender

Male

12

40.0

Female

18

60.0

Total

30

100.0

Ifoundthat40%ofourcustomersaremaleand60%arefemale.

HerethequestionaboutAge

1830

10.0

14

46.7

13

43.3

30

100.0

years
3140
years
Above40
Years
Total

Ifoundthat46.7%customersageisbetween3140years.

HerethequestionabouttheshoppersOccupation
f

Business

10

33.3

Service

13

43.3

Others

23.3

Total

30

100.0

Holder

Ifoundthatmostofthecustomersareserviceholdersandtheiramountis43.3%.

HerethequestionaboutthemonthlyMonthlyIncomeoftheshoppers.

Below

6.7

26.
7

10

33.
3

10

33.
3

10,000
10,000
20,000
21,000
30,000
Above
30,000

QUES1:HerethequestionaboutthenumberofUnileversBrandRecognition

Number

of
Brands
510 6

20.0

1115 24

80.0

Total 30

100.0

Thetableshowsthat80.0%oftherespondentscanrecognizethe11to15Unilevers
brandname.ItmeansthatthebrandawarenessoftheUnileversbrandsarehighand
mostoftherespondentscanrecognize11to15UBLbrandname.

QUES2:HerethequestionabouttheSourcesofinformationaboutUnileverproducts
Sources

Rank1
f

Through

TV 10

Rank2

Rank3

Rank4

33.3

10.0

16

53.3

3.3

30.0

10

33.3

30.0

6.7

36.7

17

56.7

6.7

0.0

0.0

0.0

10.0

27

90.0

100.0

30

100.0

30

100.0

30

100.0

advertisements
Through

billboards
The

retailer 11

informsshoppers
Through

posters 0

orother

POS

materials

inthe

outlet
Total

30

The table reveals that the retailers inform shoppers about Unilevers products is
ranked first as stated by 36.7% of the respondents, followed by through TV
advertisements(33.3%),throughbillboards(30%).

QUES3:Factorsimpactconsumersmostintermsofmakingapurchasedecisionofa
product

Factors

Rank1

Thebrandname
The
of

Rank3

Rank4

13.3

25

83.3

0.0

3.3

53.3

6.7

11

36.7

3.3

availability 16
the

Rank2

product

everywhere

and

every

time

shoppersneed
Pricing

0.0

10.0

14

46.7

11

36.7

Attractive

10

33.3

0.0

6.7

11

36.7

0.0

0.0

10.0

20.0

100.0

30

100.0

30

100.0

30

100.0

packaging
Attractive wayof 0
display

in

the

outlet
Total

30

The table shows that the availability of the product is ranked first that impacts
shoppersmostintermsofmakingapurchasedecisionofaproductasstatedby53.3%
oftherespondents,followedbyattractivepackaging(33.3%)andthebrandname
(13.3%).

QUES4:FactorsstrikeconsumersthemostaboutUBLproductswhentheyenteran
outlet

Factors

Rank1

Theproductisplaced

Rank2

Rank3

Rank4

13.3

10.0

20

66.7

10.0

11

36.7

13.3

16.7

26.7

10.0

20

66.7

16.7

6.7

36.7

10.0

0.0

16

53.3

inthemostattractive
place
Theproductdisplayis
veryeyecatching
The

retailers 3

recommend

shoppers

Unilever

products

morethanother
Unilever

products 11

have

more

promotional

offers

and
kno
w

shoppers getto
about

them

instantly
Others

3.3

0.0

0.0

0.0

Total

30

100.0

30

100.0

30

100.0

29

100.0

Thetabledisclosesthatbotheyecatchingproductdisplayandpromotionaloffersby
theUnileversproductsandshoppersgettoknowtheminstantlyarerankedfirstas
statedby36.7%oftherespondents,followedbytheplaceoftheproductinattractive
place(13.3%)andtherecommendationsoftheretailerstoshoppersaboutUnilevers

product(10.0%).

QUES5:UnilevermaintainsasimilarityamongitsTVads,billboardadsanddisplayof
particularproductsintheoutlets
f

Agree

17

56.7

Strongly

13

43.3

Agree
Total

30

100.0

The table shows that 56.7% of the respondents agree that Unilever maintains a
similarityamongitsTVads,billboardadsanddisplayofparticularproductsinthe
outletswhereas43.3%oftherespondentsstronglyagreewiththestatement.
QUES6:Theretaileralwaysinformsmeaboutthenewpromotionsandnewproduct
arrivals

Agree

20.0

Strongly

24

80.0

30

100.
0

Agree
Total

Thetabledisclosesthat80.0%oftherespondentsstronglyagreethattheretailers
always inform shoppers about the new promotions and new product arrivals and
20.0%oftherespondentsagreewiththestatement.
QUES7:Unileverproductsarethemosteyecatchingafterenteringanoutlet

Agree

3.3

Strongly

29

96.7

30

100.
0

Agree
Total

Thetableshowsthatalmostalltherespondents(96.7%)stronglyagreethatUnilever
productsarethemosteyecatchingafterenteringanoutletfollowedby3.3%agrees
withthestatement.

QUES8:Unileverproductsarealwaysavailableinalltheoutlets
f

StronglyAgree

30

100.0

Total

30

100.0

The table reveals that all the respondents (100.0%) strongly agree that Unilever
productsarealwaysavailableinalltheoutlets.

QUES9:Nicelydisplayedproductsinfluenceconsumersinmakingapurchasedecision
f

Agree

28

93.3

StronglyAgree

6.7

Total

30

100.0

Thetabledisclosesthat93.3%oftherespondentsagreethatnicelydisplayedproducts

influence consumers in making a purchase decision and 6.7% of the respondents

stronglyagreewiththestatement.
QUES10:Theshopsignhelpstoremindconsumersofaparticularbrand

Neutral

Agree

26

Strongly

3.3
86.
7

10.0

30

100.0

Agree
Total

Thetablerevealsthat86.7%oftherespondentsagreethatshopsignhelpstoremind
consumers of a particular brand, 10% of the respondents strongly agree with the
statementand3.3%oftherespondentsremainneutral.

QUES11:Recognizeabrandofwhichconsumershaveseenfantasticdisplayin
theoutletslately
Brand

13

43.3

23.3

Lux

13.3

Vim

20.0

Total

30

100.0

Name
Fair&
Lovely
Close
Up

Thetableshowsthat43.3%oftherespondentscanrecognizethatFait&Lovelywhen
therespondentswereaskedtorecognizeabrandofwhichtheyhaveseenfantastic
displayintheoutletslately.23.3oftherespondentssaycloseUpand13.3%ofthe

respondentssayLux.

QUES12:WhetherconsumersswitchaUnileverBrandifitisnotavailable
f
Ill

look 22

for

%
73.3

my

brand

in

another
outlet
Ill

wait 8

fora

26.7

day

ortwofor
the
productto
arrive

Thetableshowsthat73.3%oftherespondentssaythey

Total

30

100.0

willlookfortheirbrandinanotheroutletwhena

Unileverbrandisnotavailable.Thatmeansproductavailabilityisanimportantfactor.
Andconsumersdonotwanttowaitforseveraldays.26.7%oftherespondentssay
theywillwaitadayortwodaysfortheproducttoarrive.
QUES13:Whetherconsumerswouldbuyaproductifitisdisplayednicelyinfrontof
consumers
say that the product
f

willremindthemthat

Yes,Ill

10

33.3

they might need it in

The product

19

63.3

nearfuturewhenitis

will

remind

me

thatI

displayed

mightneedit
in

near

future

Thetableshows

Others

3.3

that 63.3% of

Total

30

100.0

the respondents

nicelyinfrontofthem

and

33.3%say

theywillbuy.

4.7.2Retailersperception
HerethequestionaboutOutletsmonthlyaveragesale
f

Below1,00,000

10.0

1,00,000to3,00,000

30.0

3,00,001to7,00,000

12

40.0

7,00,001to10,00,000

20.0

Total

30

100.0

Below10%

12

40.0

1130%

14

46.7

3060%

Total

30

13.3
100.
0

Herethe
question
aboutthe
Unilevers
averagesale
from

outlet

QUES1:Factorsinfluenceretailersthemosttobuy/stockUnileversproducts
Factors

Rank1

Rank2

Thebrandname

3.3

16

53.3

12

40.0

3.3

Strong

12

40.0

23.3

30.0

13

43.3

23.3

23.3

13.3

0.0

Others

0.0

0.0

Total

30

100.0

30

100.0

demand

from

Rank3

Rank4

Rank5

3.3

3.3

10.0

3.3

25

83.3

3.3

0.0

29

96.7

30

100.0

30

100.0

30

100.
0

the

consumers
Unileverprovides
different
programswhich
helpsthetraders
Thesalesofficers
of
behave

Unilever
very

nicely

ThetableshowsthatUnileverprovidesdifferentprogramswhichhelpsthetradersis
ranked first as stated by 43.3% of the retailers, followed by demand from the
consumers(40.0%),nicebehaviorofUnileverssalesofficers(13.3%)andthebrand
name(3.3%)arethefactorsthatinfluenceretailersthemosttobuy/stockUnilevers
products.

QUES2:Factorsinfluencetheshoppertomakethepurchasedecision

Rank1

Rank
2

Thebrandname

3.3

16

53.3

0.0

TVadvertisement

6.7

14

46.7

Product

15

50.0

0.0

12

40.0

0.0

Factors

Rank3

Rank4

Rank5

13

43.3

0.0

26.7

20.0

3.3

11

36.7

13.3

0.0

0.0

11

36.7

23.3

0.0

0.0

0.0

0.0

29

96.7

availability
Recommendation
fromretailers
Others
Total

30

100.0

30

100.0

30

100.0

30

100.0

30

100.
0

Thetableshowsthatproductavailabilityisrankedfirstthatinfluencetheshoppersto
make purchase decision as stated by 50.0% of the respondents, followed by
recommendation from retailers (40.0%), TV advertisement (6.7%) and the brand
name(3.3%).

QUES3:FactorsthatmakesUnilever
differentfromtheothercompanies

Factors

The

Rank1

Rank2

80.0

13.3

13.3

6.7

systematic 24

approach

Rank3

Rank4

Rank5

6.7

0.0

0.0

20.0

17

56.7

3.3

6.7

14

46.7

10

33.3

13.3

0.0

0.0

20.0

3.3

22

73.3

3.3

of

order taking and

delivery
Therelationwith

salesofficers
The

display 2

programs

and

schemesprovided
bythecompany
The

focus

displayof

on 0
their

products
Others

0.0

0.0

0.0

10.0

27

90.0

Total

30

100.0

30

100.0

30

100.0

30

100.0

30

100.0

Thetablerevealsthatthesystematicapproachofordertakinganddeliverymakes
Unilever different from other companies as stated by 80.0% of the respondents,
followedbyTherelationwithsalesofficers(13.3%)andthedisplayprogramsand
schemesprovidedbythecompany(6.7%).

QUES4:ReasonsbehindtheavailabilityofalmostalltheSKUsofUnileverproducts
Rank
1

Reasons

Rank
2

Rank3

Rank4

33.3

13.3

23.3

30.0

6.7

20.0

18

60.0

13.3

13.3

16

53.3

10.0

23.3

14

46.7

13.3

6.7

10

33.3

30

100.0

30

100.0

30

100.0

30

100.0

Thesalesofficersalwaysmake 10
surethatalltheSKUsofhis
respective

product

groupis

orderedastheyhaveatarget
(LPC)
Retailers themselves

remember 2

alltheSKUsandorderthemas
allofthemsellwell
Thetradeoffers

actually 4

encourageretailerstostorethe
relevantSKUsoftheproducts
AvailabilityofalltheSKUs
makesthebrandportfoliolook
strongerintheoutlet
Total

ThetablerevealsthatavailabilityofalltheSKUsmakesthebrandportfoliolook
strongerintheoutletisrankedfirstasthereasonsbehindtheavailabilityofalmostall
theSKUsofUnileverproductsstatedby46.7%oftherespondents,followedbyThe
salesofficersalwaysmakesurethatalltheSKUsofhisrespectiveproductgroupis
orderedastheyhaveatarget(33.3%),Thetradeoffersactuallyencourageretailersto
storetherelevantSKUsoftheproducts(13.3%)andRetailersthemselvesremember
alltheSKUsandorderthemasallofthemsellwell(6.7%).

QUES5:Retailersarealwaysinformedaboutthenewproductarrivalsbythesales
officers

Agree

10

33.3

Strongly

20

66.7

Agree
Total

30

100.0

Thetableshowsthat66.7%oftherespondentsstronglyagreethatretailersarealways
informedaboutthenewproductarrivalsbythesalesofficerswhere33.3%ofthe
respondentsagreewiththestatement.

QUES6:Retailersgettheproductstheyorderedattherighttime
f

Agree

23.3

StronglyAgree

23

76.7

Total

30

100.0

Thetableshowsthat76.7%oftherespondentsstronglyagreethatretailersgetthe

productstheyorderedattherighttimewhere23.3%oftherespondentsagreewiththe
statement.

QUES7:Unileverproductscanbestockedastheofftakeisensured

Agree

3.3

Strongly

29

96.7

30

100.0

Agree
Total

Thetablerevealsthatalmostalltheretailers(96.7%)stronglyagreethatUnilever
productscanbestockedastheofftakeisensuredfollowedby3.3%oftheretailers
agreewiththestatement.

QUES8:Unilever'sdifferentdisplayprogramshelpingeneratingmoreofftake
f

Agree

15

50.0

Strongly

15

50.0

30

100.
0

Agree
Total

Thetablerevealsthathalfoftherespondentsstronglyagree(50.0%)thatUnilever's

different displays programs help in generating more offtake as 50.0% of the

respondentsagreewiththestatement.

QUES9:Thedisplayprogramsandschemesencourageretailerstostockanddisplay
Unileverproducts
f

Agree

13

43.3

Strongly

17

56.7

30

100.0

Agree
Total

The table shows that 56.7% of the respondents strongly agree that the display
programs andschemes encourageretailers tostockanddisplayUnilever products
followedby43.3%oftherespondentsagreewiththestatement.

QUES10:DifferentmerchandisingelementsfromUnileverenhancesthelookof
retailersoutletwhichattractsmoreshoppers

Agree

26

86.7

Strongly

13.3

30

100.0

Agree
Total

Thetablerevealsthatmostoftheretailers(86.7%)agreethatdifferentmerchandising
elements from Unilever enhances the look of retailers outlet which attracts more
shoppersfollowedby13.3%oftheretailersstronglyagreewiththestatement.

QUES11:Shoppersmostlymaketheirpurchasedecisionslookingatthenicely
displayedproducts

Agree

26

86.7

Strongly

13.3

30

100.0

Agree
Total

Thetablerevealsthatmostoftheretailers(86.7%)agreethatshoppersmostlymake
theirpurchasedecisionslookingatthenicelydisplayedproductsfollowedby13.3%
oftheretailersstronglyagreewiththestatement.

QUES12:Unileverprovidestradeoffers/programsonnewSKUs
f

Disagree

3.3

Neutral

23.3

Agree

19

63.3

Strongly

10.0

30

100.0

Agree
Total

Thetableshowsthat63.3%oftheretailersagreethatUnileverprovidestradeoffers/

programsonnewSKUs,23.3%oftheretailersremainneutral,10.0%oftheretailers
stronglyagreeand3.3%oftheretailersdisagreewiththestatement.

QUES13:Theposters/danglers/buntingsthatUnileverputsupintheoutletstoinform
aboutnewproducts/promotionshelps
f

Disagree

10.0

Neutral

10

33.3

Agree

10

33.3

Strongly

23.3

30

100.0

Agree
Total

The table shows that 33.3% of the retailers agree and remain neutral that The
posters/danglers/buntingsthatUnileveroutsupintheoutletstoinformaboutnew
products/promotionshelps,whereas23.3%oftheretailersstronglyagreeand10.0%
oftheretailersdisagreewiththestatement.

QUES14:Ifaproductisnicelydisplayedandmadeavailablealways,itgainspopularity

Disagree

Neutral

10

3.3
33.
3

Agree

17

56.
7

Strongly

6.7

Agree
Total

30

100.0

The table reveals that 56.7% of the respondents agree that if a product is nicely

displayedandmadeavailablealways,itgainspopularity,33.3%oftherespondents
remainneutral,6.7%oftherespondentsstronglyagreeand3.3%oftherespondents
disagreewiththestatement.

QUES15:Unilever's3frequencyorder/deliverysystemhelpsretailerstoorderallthe
SKUsIneed

Disagree

Neutral

12

6.7
40.
0

Agree

10

33.3

Strongly

20.0

Agree
Total

30

100.0

The table reveals that 40.0% of the respondents remain neutral that Unilever's 3
frequencyorder/deliverysystemhelpsretailerstoorderalltheSKUstheyneedand
33.3%oftherespondentsagree,20.0%oftherespondentsstronglyagreeand6.7%of
therespondentsdisagreewiththestatement.
QUES16:withthePDAandautomatedmemosystem,retailersdontmissthetrade
offersanymore

f
Disagree

%
6.
7

Neutral

20.0

Agree

14

46.7

Strongly

26.7

30

100.0

Agree
Total

The table reveals that 46.7% of the respondents agree that with the PDA and
automatedmemosystem,retailersdontmissthetradeoffersanymore,26.7%ofthe
respondentsstronglyagree,20.0%oftherespondentsremainneutraland6.7%ofthe
respondentsdisagreewiththestatement.

QUES17:Thecontractmerchandiserisausefulpersontomakeretailersoutlet
beautifulwhichhelpsinproductofftake
f
Strongly

%
1

3.3

3.3

Disagree
Disagree
Neutral

10.0

Agree

30.0

Strongly

16

53.3

30

100.0

Agree
Total

The table states that 53.3% of the respondents strongly agree that the contract
merchandiser is a useful person to make retailers outlet beautiful which helps in
productofftake,30.0%oftherespondents agree,10%oftherespondentsremain
neutral,and3.3%oftherespondentsdisagreeandstronglydisagreewiththestatement
respectively.

Thissurveyhelpstobuildaproperresultaboutmyproject.Nowitseasytointerpret.

INTERPRETATION
IhaveconductedmyresearchpartonthetopicofHowstrongbrandbuildingleveraged
through efficient operation in the market. For the research purpose I prepared a
questionnairetofindoutthecustomerdevelopmentsdepartmentsactivitieswhichhelpsto
buildstrongbrandsinthemarket.FromtherespondentsopinionIhavefoundseveralthings
andhereItryingtointerprettherespondentsanswers.
1 Mostoftheshoppersarefemaleandagebetween3140years.
2 Our major customers are service holder whose monthly income is 21000tk to
30000tk.
3 80.0%oftherespondentscanrecognizethe11to15Unileverbrandsname.Itmeans
thatthebrandawarenessoftheUnileverbrandsishighandmostoftheshopperscan
recognize11to15UBLbrandnames.
4 TheretailersinformshoppersaboutUnileverproducts.Andretailersareinformedby
thecompanysalesofficeraboutthenewproductsarriverinthemarketandbecauseof
thegoodrelationshipwiththesalesofficertheyrecommendedshoppersaboutthe
companyproducts.
5 Unilevers products are available in the market that means CD team and their
workforceareveryactivetodelivertheproductsineverycornerofthecountry.
6 Theproductsisplacedmosteyecatchyplaceintheoutletwhichsometimesinfluence
shoppersfortheirbuyingdecision.
7 SometimesShopsignremindsshoppersfortheparticularbrandswhichprovidesby
theCDteam.
8 MostoftheRetailerslargeamountofsalescomesfromUnileverproductswhich
influencethemtostockmoreproducts.
9 Unileverprovidedifferentpromotionalprogramtoretailerswhichmotivatethemto
stockmoreproducts.

1 GoodrelationshipwiththeretailersandthesalesofficersmakesUnileverdifferent
fromothercompany.Fieldsalescoordinatorsvisitthemarketthreetimesaweek
whichhelpstomaintainagoodrelationshipwiththeretailers.
2 Retailersarealwaysinformedaboutnewproductsfromthesalesofficerswhichhelp
retailerstosalethenewproductstoshoppers.
3 Unileversdifferenttypesofdisplayprogramencourageretailerstostockanddisplay
moreUnileverproducts.
4 Companys Contract Merchandisers display the product so nicely that attract
customerswhichincreasetheretailerssales.
5 Brands gains popularity by nice display, proper placement and availability of the
productsandalltheseareproperlycompletebytheCDteamandtheirfieldforce.
6 Companys3frequencyorderanddeliverysystemhelpstheretailerstoorderallthe
SKUswhichmakesbrandsmorestrong.
7 ThePDAsystemhelpstheretailerstofulfilltheentiretradeofferwhichencourage
themtostokemoreproducts.
8 Tomakeretailersoutletbeautiful,contractmerchandisersareverycooperativewhich
helpsinproductsofftake.

For Interpretation of the survey analysis now its clearer that Customer Development
Departmentandtheirwellorganizedandactivefieldforcemakethestrongbrandpositionin
themarketandmakethebrandsdifferentfromothercompetitors.

RECOMMENDATION
ThoughCustomerDevelopmentDepartmentanditsfieldforceareverywellorganizedand
activebutIthinktheyshouldgivemoreimportanceaboutthefollowingmatters.
Importanceonmorevisibility
CDteamshouldgivemoreimportanceonvisibility.Theyshouldchoosemorecolorfulshelf
talker,billboardetc.anddisplayalltheproductsmoreattractivewayssothatshopperscan
easilynoticetheproductandfeelencouragetobuytheproducts.
Givemorepromotionaloffertotheretailersandshoppers
ToencourageshoppersCDDepartmentshouldgivemorepromotionaloffertotheshoppers
likemorefreegiftsandfortheretailerstheycangivemoreincentives.Theycanalsoarrange
differentprogramsfortheirloyalretailers.
Changethedateoverordamagedproducts
Unileverneverchangetheirdamagedproductsordateoverproducts.Sometimesretailersare
complaintsbuttheydonttakeanyaction.Theyshouldchangethispolicy.
Focusontheirproductsdeliverytiming
Sometimes delivery sales representative cannot reachto themarketontime. Thats why
retailers couldnt take all the products according to the order. The reason behind is
competitorssalesrepresentativecomesearlywhichhelpsthemtogetmoreordersforthe
products.
Eventbasedpromotion
UBLcanarrangespecialpromotionindifferenteventslikeEid,NewYearandotherseasonal
events.Itisnotthattheyhavetomakeanexpensivepromotion;theycankeepitsimplelike
givingfreegroceryornonbrandeditemswithanyUBLproductdependingonthethemeof
theevent.

 Trainingprogramforretailers
UBLcanorganizespecialtrainingprogramfortheretailerswheretheywillbegiventraining
on how to deal with customers, maintain long term relationship with them, retail
management,marketingofproductetc.

ArrangementofSpecialEvents
UBLcanorganizespecialeventsfortheretailerslikeoutingorpicnicorarrangementsof
sports.Thiswillworkasamotivationforthem.

CONCLUSION
UnileverBangladeshlimitedisoneoftheleadingmultinationalcompaniesinBangladesh.I
hadtheopportunitytoworkforthiscompanyduringmyinternshipprogram.Ihaveworked
in customer development department of UBL. During this time I got an opportunity to
observetheoverallactivitiesofmanagingretailenvironment.
Thisreporthasprovidedsomeinterestinginsightintowhatkindofservicethecustomersand
retailers are getting and what is their expectation from Unilever Customer Development
Department.Italsoanalyzedtheperceptionsofretailerslikehowithashelpedtobuildthe
relationshipwithUBLaswellasincreasethesales.Asitcanbeseentherelationshipwith
retailershasalreadystrengthennowUBLshouldtrytoattractthecustomerwhoarenotfully
satisfiedandbringthemtothepositivesideoftheroadsothatstrongrelationshipwiththe
customersshouldbemaintained.UBLshouldalsoprovidemorevaluetoitsloyalcustomers.
Finally,IwouldsaythatthisinternshipatUBLhasincreasedmypracticalknowledgeof
BusinessAdministrationandmademyBBAeducationmorecompleteandapplied.

BIBLIOGRAPHY

www.wikipedia.org/wiki/Unilever
www.unilever.com/
www.unilever.com.bd/

www.fundinguniverse.com/companyhistories/UnileverCompany
History.html www.sap.com/uk/about/unilever.epx
www.unilever.com/aboutus/ourhistory/
www.newint.org/issue172/simply.htm
www.retaildoc.com/media/freearticles.htm
www.indianretailforum.com/

APPENDIX1

UBL:UnileverBangladeshLimited
CDDepartment:CustomerDevelopmentDepartment
FSE:FieldSalesExecutive
SSO/SO:SeniorSalesOfficer/SalesOfficer
JSO:JuniorSalesOfficer
DSR:DistributionSalesRepresentative.
HPC:Home&PersonalCare
PP:PersonalProduct
HC:Home/HouseholdCare
PC:PersonalCare
PW:PersonalWash
FW:FabricWash
MT:ModernTrade
CM:ContractMerchandiser
SC:ShoppingComplex
3P:3rdParty

SVS:SuperValueShop
GT:GeneralTrade
UGS:UrbanGeneralStore
UNG:UrbanNeighborhoodGrocer
UWMG:UrbanWetMarketGrocer
RNG:RuralNeighborhoodGrocer
RWMG:RuralWetMarketGrocer
MHSKU:MustHaveStockKeepingUnit

APPENDIX2
Howstrongbrandbuildingisleveragedthroughefficientoperationinthe
market

QuestionnaireforShoppers

Name: Gender:
Occupation:

Age:

Monthlyhouseholdincome(approx):

1. HowmanyUBLbrandscanyouname?
.
2. HowdoyouknowaboutUBLproducts?(rankaccordinglywhere1isthehighest
ranking)
1) ThroughTVadvertisements
2) Throughbillboards
3) Theretailerinformsme
4) ThroughpostersorotherPOSmaterialsintheoutlet
5) Others..
3. Whatimpactsyouthemostintermsofmakingapurchasedecisionofaproduct?
(rankaccordinglywhere1isthehighestranking)
1) Thebrandname
2) Theavailabilityoftheproducteverywhereandeverytimeyouneed
3) Pricing
4) Attractivepackaging
5) Attractivewayofdisplayintheoutlet

4. WhatstrikesyouthemostaboutUBLproducts whenyouenteranoutlet?(Rank
accordinglywhere1isthehighestranking)

1) Theproductisplacedinthemostattractiveplace
2) Theproductdisplayisveryeyecatching
3) TheretailersrecommendyouUnileverproductsmorethanothers
4) Unileverproducts havemorepromotionaloffersandyougettoknowabout
theminstantly
5) Others

5.Pleasechooseyourbestoptionforthefollowingstatements:
Strongl

Disag

Neut

Agr

ree

ral

ee

Agree

disagree

a)

Unilever maintains

asimilarity

Strongly

amongitsTVads,billboardads
anddisplayofparticularproducts
intheoutlets
b)

Theretaileralwaysinformsme
aboutthenewpromotionsand
newproductarrivals

c)

Unileverproductsarethemost
eyecatchingafterenteringan
outlet

d)

Unilever

products are

always

availableinalltheoutlets
e)

Ithinknicelydisplayedproducts
influence

me

in

making

purchase
decision
f)

Ithinktheshopsignhelpsto

remindmeofaparticularbrand

6. Canyounameabrandofwhichyouhaveseenfantasticdisplayintheoutletslately?
(Fair&lovely/CloseUp/Lux/Vim)

7. IfyoudonotfindaUnileverbrandintheoutletwouldyouswitch?
1) Illdefinitelyswitchbrand
2) Illlookformybrandinanotheroutlet
3) Illwaitforadayortwofortheproducttoarrive
4) Others.
8. Evenifnotonyourshoppinglist,wouldyoubuyaproductifitisdisplayednicelyin
frontofyou?
1) Yes,Ill
2) No,Illnot,Illstronglysticktomylist
3) TheproductwillremindmethatImightneeditinnearfuture,henceIllbuyit
4) Others.

Thankyou

Howstrongbrandbuildingisleveragedthroughefficientoperationinthe
market

QuestionnaireforRetailers

OutletsName:

Location:

Outletsmonthlyaveragesale:

Unileversaveragesalefromoutlet:

Channel:

1. Whatinfluencesyouthemosttobuy/stockunileversproducts?(Rankaccordingly
where1isthehighestranking)
1) Thebrandname
2) Strongdemandfromtheconsumers
3) Unileverprovidesdifferentprogramswhichhelpsthetraders
4) ThesalesofficersofUnileverbehaveverynicely
5) Others..

2. Whataccordingtoyouinfluencestheshoppertomakethepurchasedecision?(Rank
accordinglywhere1isthehighestranking)

1) Thebrandname
2) TVadvertisement
3) Productavailability
4) Recommendationfromyou
5) Others..

WhatmakesUnileverdifferentfromtheothercompanies?(Rankaccordinglywhere1is
thehighestranking)

1) Thesystematicapproachofordertakinganddelivery
2) Therelationwithsalesofficers
3) Thedisplayprogramsandschemesprovidedbythecompany
4) Thefocusondisplayoftheirproducts
5) Others..

DoyouthinkyougetalmostalltheSKUsofUnileverproducts,ifyesthenwhy?(Rank
accordinglywhere1isthehighestranking)

1) ThesalesofficersalwaysmakesurethatalltheSKUsofhisrespectiveproduct
groupisorderedastheyhaveatarget(LPC)
2) YouyourselfrememberalltheSKUsandorderthemasallofthemsellwell
3) The trade offers actually encourage you to store the relevant SKUs of the
products
4) AvailabilityofalltheSKUsmakesthebrandportfoliolookstrongerintheoutlet

5.Pleasechoosethebestoptionforthestatementsbelow

Strongly Disagree Neutral

Agree

disagree
a)

Iamalwaysinformedaboutthenewproduct

Strongly
Agree

Unileverproductscanbestockedastheofftake 1

from 1

arrivalsbythesalesofficers
b)

IalwaysgettheproductsIorderedattheright
time

c)

isensured
d)

Unilever'sdifferentdisplayprogramshelpin
generatingmoreofftake

e)

Thedisplayprogramsandschemesencourage
metostockanddisplayUnileverproducts

f)

Different

merchandising

elements

Unileverenhancesthelookofmyoutletwhich
attractsmoreshoppers
g)

Shoppersmostlymaketheirpurchasedecisions
lookingatthenicelydisplayedproducts

6.Pleasechoosethebestoptionforthestatementsbelow

a)

Unileverprovidestradeoffers/programsonnew

Never

3 Always

Theposters/danglers/buntingsthatUnileverouts

doesnot

3 Influences

upintheoutletstoinformaboutnewproducts/

attract

the

promotionshelps

attention

shoppers

SKUs
b)

atall
c)

Ifaproductsisnicelydisplayedandmade

Never

3 Always

availablealways,itgainspopularity

d)

Unileve
r's3
freque
ncy
order/d
elivery
system Not
helps
meto
order
allthe
SKUsI
need
helpful

3 Very

helpful

atall
e)

WiththePDAandautomatedmemosystem,I

Idon 't

3 Iget

all

dontmissthetradeoffersanymore

getany

thetrade

trade

offers

offers
f)

Thecontractmerchandiserisausefulpersonto

Display

makemyoutletbeautifulwhichhelpsinproduct

don't

offtake

help

3 CM's
display

at

helps

in

all

attracting
shoppers

Thankyou

APPENDIX3