Introduction:

In this competitive business world, marketing is an essential part of any company. The main two
ideas of marketing are to attract the market and do the activities to retain them.
In order to do the jobs of marketing, a proper marketing strategy is very important. Without
having a complete plan the job of marketing will left with many excuses and even it could create
a disturbing consequence for the company. So, to have an appropriate marketing strategy for
every product of the company is very necessary.
There are many companies in Bangladesh serving to people. All the leading companies have a
strong marketing department where the marketing strategies and marketing mix are made.
Unilever is one of the leading company in Bangladesh, which is serving the people of
Bangladesh over four decades. Unilever has many brands to serve with. Those are Wheel, Lux,
Lifebuoy, Fair & Lovely, Ponds, Close-Up, Taaza, Sunsilk, Pepsodent, Clear, Vim, SurfExel,
Dove, Vaseline, Lakme & Axe.
Lets take a quick glance of this global brand named 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.
Unilever Global
Unilever is an Anglo-Dutch company, with a history of colonial exploitation, on which it has
gradually built its capital. Today it owns most of the world's consumer product brands in food,
beverages, cleaning agents and personal care products. Unilever employs more than 247,000
people and had worldwide revenue of 48 760 million in 2002. Unilever has two parent
companies: Unilever NV in Rotterdam, Netherlands, and Unilever PLC in London, United
Kingdom. This arrangement is similar to that of Reed Elsevier, and that of Royal Dutch Shell
prior to their unified structure. Both Unilever companies have the same directors and effectively
operate as a single business. The current non-executive Chairman of Unilever N.V. and PLC is
Antony Burgmans while Patrick Cescau is Group Chief Executive. Unilever's major competitors
include Nestl and Procter & Gamble.

History of Unilever
William Hesketh Lever founded Lever Brothers in 1885. Lever established soap factories around
the world. In 1917, he began to diversify into foods, acquiring fish, ice cream and canned foods
businesses. In the Thirties, Unilever introduced improved technology to the business. The
business grew and new ventures were launched in Latin America. The entrepreneurial spirit of
the founders and their caring approach to their employees and their communities remain at the
heart of Unilever's business today. Unilever was formed in 1930 when the Dutch margarine
company Margarine Unie merged with British soap maker Lever Brothers. Companies were
competing for the same raw materials, both were involved in large-scale marketing of household
products and both used similar distribution channels. Between them, they had operations in over
40 countries. Margarine Unie grew through mergers with other margarine companies in the
1920s. In a history that now crosses three centuries, Unilever's success has been influenced by
the 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 people
get more out of life cutting the time spent on household chores, improving nutrition, enabling
people to enjoy food and take care of their homes, their clothes and themselves. Through this
timeline you'll see how UBL brand portfolio has evolved. At the beginning of the 21st century,
path to Growth strategy focused us on global high-potential brands and Vitality mission is taking
us into a new phase of development. More than ever, how brands are helping people 'feel good,
look good and get more out of life' a sentiment close to Lord Leverhulme's heart over a
hundred years ago.

TIMELINE
9th
century

Although Unilever wasn't formed until 1930, the companies that joined forces to
create the business we know today were already well established before the start of
the 20th century.

1900s
Unilever's founding companies produced products made of oils and fats, principally
soap and margarine. At the beginning of the 20th century their expansion nearly
outstrips the supply of raw materials.

1910
s

Tough economic conditions and the First World War make trading difficult for
everyone, so many businesses form trade associations to protect their shared
interests.

1920s
With businesses expanding fast, companies set up negotiations intending to
stop others producing the same types of products. But instead they agree to
merge - and so Unilever is created.
1930s
Unilever's first decade is no easy ride: it starts with the Great Depression and
ends with the Second World War. But while the business rationalizes
operations, it also continues to diversify.
1940s
Unilever's operations around the world begin to fragment, but the business
continues to expand further into the foods market and increase investment in
research and development
1950s
Business booms as new technology and the European Economic Community
lead to rising standards of living in the West, while new markets open up in
emerging economies around the globe.
1960s
As the world economy expands so does Unilever and it sets about developing
new products, entering new markets and running a highly ambitious
acquisition programmed.
1970s
Hard economic conditions and high inflation make the '70s a tough time for
everyone, but things are particularly difficult in the Fast Moving Consumer
Goods (FMCG) sector as the big retailers start to flex their muscles.
1980s
Unilever is now one of the world's biggest companies, but takes the decision
to focus its portfolio, and rationalize its businesses to focus on core products
and brands.
1990s
The business expands into Central and Eastern Europe and further sharpens its
focus on fewer product categories, leading to the sale or withdrawal of two-

thirds of its brands.

The 21st
century

The decade starts with the launch of Path to Growth, a five-year strategic plan,
and in 2004 further sharpens its focus on the needs of 21st century-consumers
with its Vitality mission.

Unilever Bangladesh Limited

The history Unilever Bangladesh Ltd is one of the worlds most successful fast moving consumer
goods manufacturing companies with local manufacturing facilities, reporting to regional
business groups for innovation and business results. Lever Brothers Bangladesh Ltd. as a
subsidiary of Unilever is leading the home care, personal care and food product market of
Bangladesh. On 25th February 1964 the eastern plant of Lever Brothers Pakistan Ltd. was
inaugurated at Kalurghat, Chittagong with a soap production capacity of approximately 485
metric tons. It was a private limited company with 55% share held by Unilever and the rest by
the Government of Pakistan. After independence the eastern plant was declared abandoned. But
on 5th July 1973 it was registered under the name of Lever Brothers Bangladesh Ltd. as a joint
venture company of Unilever PLC and the Govt. of Bangladesh with a share arrangement of
60.75% to Unilever and 39.25% to the Bangladesh Govt.
Unilever today
Unilever brands are trusted everywhere and, by listening to the people who buy them, they'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. UBL have a portfolio of brands
that are popular across the globe - as well as regional products and local varieties of famousname goods. This diversity comes from two of their 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.
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.

Mission:
Adding Vitality to Life
Unilever's mission is to add Vitality to life. We meet everyday needs for nutrition, hygiene and
personal care with brands that help people feel good, look good and get more out of life.
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.
Logo and Slogan:

Slogan: FEEL GOOD, LOOK GOOD AND GET MORE OUT OF LIFE

2.6 Objective:
Objective means the goals that the business must achieve in order to meet its wider business
objectives.
Unilevers objectives are

Growth in market share

Clearer product differentiation

Long term brand value to customers

Decrease customer acquisition costs 8% per year

Creating and launching new products / services Innovation

2.7 Current Marketing Situation:

2.7.1 SWOT Analysis
The following SWOT analysis captures the key strengths and weaknesses within the company
and describes the opportunities and threats facing Unilever Bangladesh Ltd.

Strengths:

In depth industry experience and insight

Largest amount of share in the market

Having a good number of established brands

An excellent distribution network

Competitive advantages

Weaknesses:

Reliance on outside raw materials

So many substitutes available in the market

Lack of control in the market. If any disruption arises between company and distributor
then the whole market suffers.

Lack of informational reliability, since the market is too large

Opportunities:

Participation within a growing industry

Utilization of changing lifestyle of people for increasing demand

Scope of expanding the market vertically and horizontally

Application of new tactics and surprise packages

Niche marketing

Threats:

Threats of the market challengers

A negative effect on peoples spending because of the current financial crisis

Existence of political unrest though out the country

The motto of Unilever is to hold its strengths the longest time possible. It is also working
constantly with a view to using its opportunities at best. In spite of being the market leader
Unilever Bangladesh has some weaknesses and threats. Its research department is working hard
to make strategies to overcome those weaknesses and threats.

2.7.2 Industry Analysis:

Unilever Bangladesh Ltd produces pure consumer goods. Some its brands are produced locally
in Bangladesh and some are imported from other regional factory of Unilever, like Thailand,
China, and UK etc. In Bangladesh 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.

2.7.3 Competitive Analysis:

In the market of consumer goods Unilever Bangladesh Ltd is considered as the market leader. As
a market leader there is always a risk to be attacked by the market challengers. She, Unilevers
strategy is to defend their market share by being premium in service, having full-line strategy,
extensive and efficient dealership system and good financing.
In Bangladesh the major two challengers for Unilever is Square Toiletries Ltd and Proctor &
Gamble Ltd.

List of Marketing offerings (Product & Services of the

Organization):
Brands :
1. Rin,
2. LUX,
3. Lifebuoy,
4. Fair & Lovely,
5. Pond's,
6. Close Up,
7. Sunsilk,
8. Taaza,
9. Pepsodent,
10. Clear,

11. Vim,
12. Surf Excel,
13. Rexona,
14. Dove,
15. Vaseline &
16. Lakme.
17. Pureit

Business Portfolio(SBUs) of the organization:

1.2.1.1 Fabric Wash
1.2.1.2 Household care
1.2.1.3 Personal care
1.2.1.4 Foods
Fabric Wash
Wheel Laundry Soap
Wheel Washing
Powder

Wheel

Power White
Excel
Household Care
Vim Powder
Vim Bar
Vim Liquid
Personal Care

Surf

Personal Wash
International
Lux
Total

Lifebuoy
Dove bar

Lifebuoy Liquid soap

Skin Care

Fair & Lovely Multivitamins

Fair & Lovely Body Fairness
Milk

Fair & Lovely Ayurvedic

Fair & Lovely Menz Active

Ponds Age Miracle range
Ponds Daily Face Wash range
Ponds Cold Cream
Ponds Perfect result Cream
Ponds Dream Flower Talc
Ponds flawless white range
Ponds White Beauty Range
Ponds Body Lotion
Lakme skin care products
Dove skin care products
Vaseline skin care products
Hair Care
Sun Silk Shampoo
All Clear Shampoo
Lifebuoy Shampoo
Dove shampoo
All Clear Hair Oil
Oral Care

Close-up Toothpaste

Pepsodent

Toothpaste
Pepsodent Toothpowder

Pepsodent

Tooth brush
Deodorant

Rexona

Axe

Foods
Lipton Taaza Danadar
Lipton Taaza strong
Lipton Taaza Teabag.
Figure 2.1: Brand category of UBL

Water purifier:

Strategies followed by the company

2.11.1 Functional Level Strategies: Unilever Bangladesh Ltd follows different functional level
strategies to gain competitive advantages and sustain it in the long run in the matured industries.
They increase their efficiency through exploiting economies of scale and learning effects. For
example, 808,720 bars of soaps, 1,023,810 packets of detergent powders, 154, 430 toothpaste
tubes and sachets,329, 530 bottles and sachets of shampoo, 156, 910 tubes, jars, bottles and
sachets of creams and lotions, and 35, 000 packets of tea are produced in one day in Bangladesh
by Unilever.
They adopt flexible manufacturing technologies, upgrade the skills of employees through
training and perform research and development function to design products that are easy to
manufacture.
They have higher customer responsiveness rate. They carry out extensive research to innovate
new products and modify the existing products to better satisfy the consumers.
They continuously innovate products, promotional activities, packaging and distribution. This
way they can respond quickly to customer demands.
Business-Level Strategies:

Unilevers strategic managers adopt different business level strategies to use the companys
resources and distinctive competencies to gain competitive advantage over its rivals. These are:
They also follow differentiation strategy for some products to meet the needs of the consumers
in a unique way.
They also target different market segments with different products to have broad product line.
By product proliferation they reduce the threat of entry and expand the range of products they
make to fill a wide variety of niches.
2.11.3 Strategy in the Global Environment
Unilever Bangladesh Ltd. is registered under Unilever. As a part of a global company it follows
some generalized strategies and principals of Unilever. However, they also modify different
strategies based on the national conditions. The different strategies that they follow in the global
environment are stated below:
As a worldwide famous company and comprising internationally renowned brands gives them
unique strengths that allow a company to achieve superior efficiency, quality, innovation, or
customer responsiveness. The different policies and strategies Unilever follows and their
experience is transferred to Unilever Bangladesh Ltd.
They import the raw materials from the places where it is less costly, thus achieve location
economy.
They are locally responsive. They are always ready to improve and modify their products to
meet the needs of the local customers.
UBL follows a multi domestic strategy where the companies extensively customize both their
product offering and marketing strategy to different national conditions.
2.11.4 Corporate strategy:
UBL carries out the following corporate level strategies:
They involve in short term contracts and competitive bidding for the supply of raw materials.
They have a diversified business. UBL has both related and unrelated diversification. They
compete in nine different industries with various products from home care, personal care and
even food products. They have economies of scope as most of the products can share the same
manufacturing facilities, inputs and specially the distribution channels.

Implementation of Product-Market Expansion Grid Strategies

The matrix allows marketers to consider ways to grow the business via existing and/or new
products, in existing and/or new markets there are four possible product/market combinations.
This matrix helps companies decide what course of action should be taken given current
performance. The matrix consists of four strategies:
Market penetration (existing markets, existing products):
Market penetration occurs when a company enters/penetrates a market with current
products. The best way to achieve this is by gaining competitors' customers (part of their
market share). Vaseline and Wheel are the example of existing products in existing market
of Unilever.
Product development (existing markets, new products):
A firm with a market for its current products might embark on a strategy of developing other
products catering to the same market (although these new products need not be new to the
market; the point is that the product is new to the company). Lux, , Ponds are the new
products but in new market of Unilever.

Market development (new markets, existing products):

An established product in the marketplace can be tweaked or targeted to a different customer
segment, as a strategy to earn more revenue for the firm. Sunsilk, Lux (mini pack) are the
existing products but in new markets of Unilever.

Diversification (new markets, new products):

Company entering new markets where it had no presence before. Fair & Lovely, Clear men
styl-express are the new products also in new markets of Unilever.

Professional Marketing campaign at a glance

Professional marketing, a unique yet effective activation campaign began its activities in January
2013 and is scheduled to end by the end of this year. Unlike most activation campaigns,
where the activations are designed to create value for consumers by directly reaching out to
them, in this campaign the activities will be carried out for a huge number of dermatologists
and dentists- professionals who will in turn aid us in reaching out our target market. This
campaign will be a building bridge between health experts and consumers.
Objective of this campaign: Unilever Bangladesh has numerous brands in Oral and Skin careall of which are scientifically proven to be effective. An internal study carried out by UBL
revealed that consumers highly rely on the advice provided by dentists and dermatologists for
their oral and skin problems- hence Unilever believes that it is of high importance to meet
these specialists and inform them about their exists products and their effectiveness. If these
specialists endorse their brands and recommend them to the target group then the credibility
of these brands will go up and it will also help the brands to stand out amongst
competitors products- ultimately boosting up sales volume. Hence, with this objective the
activation team of UBL has successfully visited 1064 dentists, 285 dermatologists and 628
clinics all over Dhaka city till date and has planned to carry forward this initiative all
over the country.
The campaign activities: UBL arranges a team of enthusiasts known as Brand Detailing Officers
(BDO) who are prepared beforehand with meticulous training. As these officers will be
representing UBL so they must have adequate knowledge about the product which they will be

detailing to doctors/dermatologists. In addition, these officers are be trained to be highly

skilled in giving presentations and to showcase bold deliberation and confidence to be expert
spokesman of the brands that are assigned to them.
The activities follow a process as such:

1. Brand Detailing Officers meet assistants of various and take an appointment from
them at a specific date
2. On that pre-specified date, BDOs visit the dermatologists/dentists and deliver them a
brochure which has detailed information regarding product specifications
3. The BDOs then show a presentation on an electronic gadget (a tablet) provided to
them specifically highlighting the features and usefulness of the brand- an activity
known as detailing.
4. The BDO will answer any queries of the dentist/dermatologist.
5. Finally, the BDO will provide a sample of the brand as a present to the specialist to
enhance their confidence about UBLs brands
6. The BDO will then ask the specialist to fill up a feedback form and request them to
recommend UBLs product to their patients.

The processes mentioned above are shown through illustrations as follows:

Step 1
Figure: Unilever brands introduction

Step 2
Figure: Scientific content detailing

Step 3
Figure: Video presentation

Step 4
Figure: Gift presentation

Step 5:
Figure: Feedback form being filled up by a dentist

Also, to enlighten dermatologists about the effectiveness of UBLs skin care brands (Clear,
Vaseline, Ponds, Dove, Fair and Lovely), the activation team had organized various skin
experts conferences in 2012 for these brands respectively. In addition, a Dental Experts
Conference was arranged in 2012, named Pepsodent Dental Experts Conference, to convey
the therapeutic features of Pepsodent and to generate frequent endorsement in favour of
this brand from the dentists.
Also, in order to build up a long term relationship with dentists and dermatologist, UBL sends
them postcards/emails/mobile messages on their special occasions such as birthdays,
anniversaries, childrens birthdays and so on. Recurrent sharing of scientific information in
light of remedial perspective has already made Pepsodent a promising oral care brand to the
dentist for their patients.

Figure: Birthday card wish from Pepsodent

UBL conquers the mind of a dentist through branding dental chambers and dental colleges with
Pepsodent branded signboards- both for Pepsodent Gum Care and Pepsodent Sensitive
Expert. By providing shop signs and internal accessories branded with Pepsodent, UBL
boosts up their mutual commitment with those specialists.

Figure: Dental Chamber branding

Figure: Dental Clinic branding

Another attractive feature of the Professional Marketing campaign is Pepsodent Dentibus; the first
th

of its kind. The Pepsodent Dentibus activation began its journey from 13

January 2013 and

shall be continued till December. The Dentibus is a modified, well- equipped bus
sponsored and managed by Pepsodent that goes around the country carrying free dental check
up facilities and expert advice of good oral care. The Pepsodent Sensitive Expert Dentibus
provides services to schools and colleges within Dhaka, while the Gum Care Dentibus travels
in various places outside the city.
PROMOTIONAL MIX IN UNILEVER
Unilever uses its promotional mix through the following steps:
ADVERTISING
PERSONNEL SELLING

 SALES PROMOTION
PUBLIC RELATIONS

ADVERTISING:
Presentation and promotion of ideas, goods, or services by an identified
sponsor. Examples: Print ads, radio, television, billboard, direct mail, brochures and catalogs,
signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails.
PERSONNEL SELLING:
Process of helping and persuading one or more prospects to purchase a good or service or
to act on any idea through the use of an oral presentation. Examples: Sales presentations, sales
meetings, sales training and incentive programs for intermediary salespeople, samples, and
telemarketing. Can be face-to-face or via telephone.
SALES PROMOTION:
Media and non-media marketing communication are employed for a pre-determined,
limited time to increase consumer demand, stimulate market demand or improve product
availability. Examples: Coupons, sweepstakes, contests, product samples, rebates, tie-ins, selfliquidating premiums, trade shows, trade-ins, and exhibitions.
PUBLIC RELATIONS:
Paid intimate stimulation of supply for a product, service, or business unit by planting
significant news about it or a favorable presentation of it in the media. Examples: Newspaper and
magazine articles/reports, TVs and radio presentations, charitable contributions, speeches, issue
advertising, and seminars.
PERSONNEL SELLING:

A direct Vendor Selling Activity was coordinated and carried out during the
summer months of June, July, and August 1999 in Lahore. A team of vendors, clad in
branded T-shirts, caps and jackets, sold chilled 0.5 liter bottles to travelling customers on
all major intersections. The brand got great mileage out of this innovative idea of
personal selling in terms of brand awareness, paid trial, image as well as real sales.
SALES PROMOTION:
Specific promotions of Unilever beverages were arranged in some of the key
outlets of Lahore .Elaborate shelf space was
acquired for product display and specially designed POS material was extensively used to
promote sales. On a 12-bottle purchase of 1.5 ml, one 1.5 ml bottle was offered free to
consumers. Similarly on a 6-bottle purchase of 1.5 ml, one 0.5 ml bottle was offered free.
Regarding trade promotion, the retailer was also given an additional discount of 4 % during this
sales promotion. Not only did the sales of Unilever grow tremendously during the promotion,
these continued at a higher pace even after it was over.

PUBLIC RELATIONS:
As far as the public relations are concerned, the organization releases an annual report
which includes the company's financial statements along with the sales of all product categories.
The annual report is mainly aimed at the stockholders. However, another very important form of
public relations is the newsletters and bi-monthly magazines issued by the organization. A huge
amount of information is found in these regarding the products and their promotion. In the same
way, Unilever was given quite a bit of importance in the newsletters issued after its launch,
which obviously helped incretion of the awareness of this brand.
PRINT ADVERTISING:
The print media have always been a popular advertising medium. Advertising products
via newspapers or magazines is a common practice. the print media also offers options like
promotional brochures and fliers for advertising purposes.

Unilever Pakistan also very much involved in making the presence in consumers mind by
print advertisements. Unilever is using almost all methods to capture the consumers attraction.
Some are listed below
News Papers:
Unilever always go on top in ranking when it comes to deliver the message
effectively to the consumer. They use very handy tool Newspaper to deliver their message for
promotion their product or introducing new one in the market. That would help in increasing the
awareness of product ad also makes the sales healthier. Unilever use many of the brands to
advertise in newspapers like, The News, Dawn, Jung. Khabrain, akhbaar e jahaan. Etc.
Magazines:
Unilever is also using that tool to exchange the information about the product to
the consumers. It is quite obvious thing that people do read the magazines. And goo
advertisement can attract them. Unilever Pakistan by keeping the target audience in mind
actually targets Females more. As house hold products are more rottenly used by females. They
advertise in Time, Firdoys, Life, Lounge, Humsay, ext.
Broachers & Flayers:
Broachers and flayers are also very helpful tool to promote the brand. Unilever do
advertise through Broachers and Flayers in large scale, they merchandise the product by their
merchandisers in every market they visit and provide their product. Displaying the product
through Broachers and flayers in front of the shop is an easy way to convey your message to
consumer.

Television/Radio:
TV commercials are the most affective and easy way to deliver your message to
others. Unilever advertise through Broadcast media very aggressively. Every new product
advertised on TV screen and Radio, to make people aware of product and build the relationship
amongst the product and the people. Unilever approaches almost all TV channels for advertising.

For example GEO TV, AAJ, HUM, DUNIYA NEWS, FASHION TV, MASALA TV, and many
more.
Bill Boards:
Unilever advertise heavily through Bill boards. They target the main Roads of city
and display their product on the big screen. This is good place to advertise the product, because
everyone uses the road for journey and un consciously attractiveness in ads will force the
consumers to take a look at them. Unilever also use the tool of displaying their name in front of
shops by make their Electric Boards for display by their name.
Internet:
Unilever use internet to advertise. And targets the audience through different well known and
well established websites. They place the Banner Ads aside the page or at Top of the page. They
are also using Social Networking sites to be in touch with their consumers all the time. Like
Facebook, tweeter, Orkut ext.
PEROSNAL SELLING:
Personal selling occurs where an individual salesperson sells a product to a client.
Salespeople match the benefits of their offering to the specific needs of a client.
Unilever do use this method to sell their product in big organizations, hotels, motels,
Restaurants. But the image of a product states its need in market which is very satisfactory.
FMCG dont need more of hassle to sell its product. It is daily used product and offer best quality
in returns of consumers believe in product.

SALES PROMOTION:
Sales promotion is the process of persuading a potential customer to buy the product.
Sales promotion is designed to be used as a short-term tactic to boost sales it is not really
designed to build long-term customer loyalty. Some sales promotions are aimed at consumers.
Others are targeted at intermediaries (such as agents and wholesalers) or at the firms sales force.

To increase the sale of any product Unilever Pakistan adopts different measures like
sample, gift, bonus, and many more. These are known as tools or techniques of sales promotion.
There Is more about some of the commonly used tools of sales promotion in Unilever.
Free samples:
Samples of shampoo, washing powder, coffee powder, etc are provided In stores,
markets for free. It consist of the same product like original but In lesser quantity, packaging.
Bonus offer:
Increase in quantity is called bonus offer for the consumer, which enables him to
purchase more by giving same amount. Unilever gives many bonuses in its existing product
time by time.
Whole seller schemes:
Unilever also offer different discount rates for its whole sellers. To increase
the interest and encourage the wholesale purchase discount offers also remains very positive
business. METRO Store and CSD Store in Rawalpindi and Islamabad are the best examples of
purchasing the product in larger quantity with discount rate.
Price-off offer:
Under this offer, products are sold at a price lower than the original price Rs 2 off on
purchase of lifebuoy soap, Rs. 15 off on a pack of 250 grams of Tea, Rs. 1000 off on cooler etc.
are some of the common schemes. These schemes are designed to boost up sales in off-season
and sometimes while introducing a new product in the market.
Fairs and Exhibitions:
Fairs and exhibitions may be organized at local, regional, national or
international level to introduce new products, reveal the products. Their sale is also conducted at
a reasonable discount. National Trade Fair held in Karachi last summer which is held from 14th

to 27th November every year, is a well known example of Fairs and Exhibitions as a tool of sales
promotion of Unilever Pakistan.

Social activities of Bangladesh

Shada moner manush
In Bangladesh, there are people with hearts of gold, people we call Shada Moner
Manush. These people have dedicated themselves to improving the lives of those
around them, not for monetary gain or for political benefit but because they care.

These people have dedicated themselves to improving the lives of those around
them because they care. Some have chosen to spread the light of education, some have been
providing free health care to those in need and some have taken it upon themselves to increase
the natural beauty and help improve the environment of Bangladesh.

Uttorone Nari
The Fair & Lovely Uttorone Nari Program has brought the opportunities of
computer education to girl students of economically weaker sectionsIn 2003,
Fair & Lovely - the popular skin care cream in Bangladesh sponsored meritorious
girl students from secondary school level to computer education from a world class
computer training institute, spread out in various branches in all districts of the

country. More than 1500 girl students were nominated throughout the country to
be trained under this program.

Working with SSKS

Unilever came forward to support an institution that provides free primary education
to children of lowest income families. There exist some institutions that provide
education to these hapless children and one such organisation is Shathee Samaj
Kalyan Samity (SSKS), an NGO working for the slum residents in the citys posh
residential area- Banani.
This program includes:

Free evening school

Getting more out of life
Hygiene & health
Scholarships for higher education
FAL Foundation is providing higher education scholarships for women with the
potential and passion for university education and a professional career.
The scholarship program was one such initiative that supported the dreams of
talented women from economically disadvantaged families.
In the scholarship program FAL Foundation provides scholarship worth

Taka 25,000 to female students to pursue 4 year under-graduate studies in the fields of Arts,
Commerce, Science, Engineering, Higher AgroScience, and Medicine. More than 2000
applications are received each year for this scholarship program.

Empowering Women
In Bangladesh, like many other developing countries, women facing the same poverty
issues as men are subject to additional social and policy biases. For this, they remain
backward in terms of education and economic independence. Therefore their need for
a guide with a sincere mission to enhance the state of the Bangladeshi women is
recognized by all quarters.
Fair & Lovely Foundation
Keeping this mind and womens empowerment at the forefront, Fair & Lovely Foundation was
set-up as a social initiative by Unilever Bangladesh Limited on 15 June 2004 under its leading
skin care brand Fair & Lovely. The mission of the Foundation is to "Encourage economic
empowerment of Bangladeshi women through information and resources in the areas of
Education, Career and Enterprise"

Lifebouy floating hospital

Launched in 2002, the Lifebouy Friendship Hospital plies up and down the 'char' regions with a
full team of medical experts and a well stocked dispensary providing free health services and
health education.
The hospital boat boasts an unprecedented array of on-board facilities, including

a patient observation ward,

a gynecological and obstetrics room,

an antenatal check-up clinic

a small surgery for minor operations,

a pathological lab, a dental surgery

Health education
In addition, the hospital has a dedicated health education team. The team is responsible for
running much needed education programmes on basic health issues, such as nutrition, sanitation
and safe motherhood.
Unique impact
The floating hospital really is unique and its impact across the char regions is difficult to fully
appreciate. To date, over 200,000 char-dwellers have had access to the hospitals free health
services - many of whom have never had any kind of formal medical attention in their lives. The
hospitals team of health professionals immunised 17,500 children against common water-born
illnesses and other diseases
WEALTH Program
In its maiden programme entitled "WEALTH" in 2004, the Fair & Lovely Foundation trained
310 women in 9 districts across the country. Initially, women with small businesses or at least the
aspiration to start something on their own were selected for the training. The 11-day long project
was divided into two parts. First five days training consisted of business management while the
next six days were dedicated to practical hands-on training.
Vocational training
Courses offered for the participants included :

Mini garments and tailoring

Pickle Making

Handicrafts

Floriculture and Nursery

Food processing

Pottery

Poultry Farming

Providing for a family

Mrs. Aleya is a mother of three who had to provide for her family when her husband suddenly
passed away. With the help of her brothers she bought a sewing machine. The WEALTH
program trained her to set up a mini garments and tailoring shop and she now has an income of
US$ 400 a month, whilst employing 15 other women.
Health awareness
Facing the major challenge of communicating to consumers across Bangladesh,
our health brands Lifebouy and Pepsodent initiated health awareness campaigns
that have brought the message of healthy living to millions of people.