Course Title: Marketing ManagementCourse Code: EM-520

Name IDSyed Akhtar-Uz-Zaman 3-13-24-028Rubaeth Islam 3-13-26-084khairunnesa 3-13-26-040Mahmudul Hasan 3-13-25-081Md.Amran Hosen 3-09-17-054

Under the Supervision ofEthica TanjeenAssistant Professor Department of Management

MARKETING MIX

MARKETING MIX OF UNILEVER BANGLADESH LIMITED

On any given day, two billion people use our products to look good, feel good and get more out of life.

Unilever has more than 400 brandsMore than 172,000 people work for Unilever

MARKETING MIX

History:The term 'marketing mix' was first used in 1953 when Neil Borden, in

his American Marketing Association presidential address

Marketing Mix is a combination of marketing tools that a company uses to satisfy their target customers, and achieving organizational goals.

MARKETING MIX

MARKETING MIX - PRODUCT

Product means the goods-and-services combination the company offers to the target market.

Product may be tangible (goods) or intangible (services).

MARKETING MIX - PRODUCT

Product decisions

What to offer? Brand name Packaging Quality Appearance Functionality Accessories Installation After sale services Warranty

MARKETING MIX - PRICE

“Price” refers to how much you charge for your product or service.

Your pricing approach should reflect the appropriate positioning of your product in the market

MARKETING MIX - PRICE

Price decisions

Pricing Strategy (Penetration, Skim, etc) List Price Payment period Discounts Financing Credit terms

MARKETING MIX - PLACE

“Place” refers to the distribution channels used to get your product to your customers.

It not only includes the place where the product is placed,  all those activities performed by the company to ensure the availability of the product tot he targeted customers.

MARKETING MIX - PLACE

Place decisions

Placement Distribution channels Logistics Inventory Order processing Market coverage selection of channel members

MARKETING MIX - PROMOTION

“Promotion” refers to the advertising and selling part of marketing.

It is how you let people know what you’ve got for sale.

MARKETING MIX - PROMOTION

Promotion decisions

Advertising Media Types Message Budgets Sales promotion Personal selling Public relations/publicity Direct marketing Sponsorship

MARKETING MIX

Value perceived in the mind of the consumer

Cover location, distribution, channels and logistics

Marketing communications

Collection of features and benefits that provide customer satisfaction

Overview of “Unilever”

History

•1930-Formed as lever brothers•1969-A time for growth•1999-Restructuring and consolidating•2009-Forgoing new path•2015-Sustainable living

Operational highlights •Underlying sales growth up 2.9%, ahead of our markets, with volume 1.0% and price 1.9% • Core operating margin up 40bps at current exchange rates• Gross margin declined 0.2 percentage points driven by currency-related cost

Unilever Bangladesh limited•Stated in Kalurghat,Chittagong•Employment over 30000 people and 99.8% are local employees•Operations: Home and Personal Care, Foods

.

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

VisionUnilever is a unique company, with a proud history and a bright future. We have ambitious plans for sustainable growth and an intense sense of social purpose. To make cleanliness a commonplace; to lessen work for women; to foster health and contribute to personal attractiveness

The goals of UBL are: •To manufacture high-standard products. •Promoting products to the highest extent •Producing large volume to achieve production cost economies. •Enabling quality products to be sold out at obtainable prices

In Bangladesh the cosmetics and toiletries Market

UNILEVER’S CONTRIBUTION Unilever Making a positive contribution to society through their brands, the commercial operations and relationships, their voluntary contributions to the community and through their wider engagement with Bangladeshi society. 72% of the company’s value addition is distributed to the Government of Bangladesh.

UNILEVER MARKETING MIX

UNILEVER MARKETING MIX

LUX – INTRODUCTION

1916LUX launched in USA as Laundry

soap

1929LUX launched

in India Sub-continent1925

LUX launched in USA as Toilet

soap

1960LUX went colored

1964LUX begins

its journey in BD

PRODUCT VARIANTS

Lux Solid bar Lux Body Wash

PRODUCT VARIANTS

PRODUCT LIFE CYCLE OF LUX

LUX – LAST UPDTE Lux pioneers soap from algal

oils(Sustainable alternative to Palm Oil) Lux body wash with long-lasting

fragrance

LUX – PRICE

Types Price/Weight

Lux Sandal & Cream Soap Tk 45/125gms

Lux Strawberry & Cream Soap TK 40/150gms

Lux Peach & Cream Soap Tk 40/150gms

Competitive prices: Neither high nor low

Premium PopularEconomy

LUX – PLACE(DISTRIBUTION CHANNEL)

LUX – PROMOTION

Business and sales force promotion Consumer promotion Sales Promotion

LUX – PROMOTION Business and sales force promotion TV Advertisement Billboard Newspaper

LUX – PROMOTION(CELEBRITY ENDORSEMENT)

LUX – PROMOTION

Sales PromotionLux Gold Coin offer

LUX – PROMOTION

Consumer promotion

LUX – PROMOTION

Unilever

MARKETING MIX

Dove Deep Moisture

Body Wash with NutriumMoisture

SEGMENTATION

• UsingoOrdinary

Soaps/Shower Gels.

oOther Body Washes.

o After shower moisturizers.

• Focuses on Women o Of Age Group

18+o Using beauty

products.o Of upper-middle

class.

Product– Affordable.– Huge quantity provided.– Moisturizes skin very

well.– Cleans effectively.– Improves skin quality

with regular use.– Rich lather.– Not a lot of quantity

required in a single use.– Pleasant smell.– Sturdy cap, travel

friendly

MARKETING MIX• Price

o $5.49 for 20 0z (TK.500)o No Penetration Pricing

• Placeo Currently available in US,

Canada, Mexico, Netherlands and South Africa.

o Also available in Bangladesh and all over the worlds via online retailers.

MARKETING MIX Promotion

• Campaigns

• Magazines

MARKETING MIX Promotion

• Social Media

• Visual Media

Marketing Research• Primary Data

o Through Survey in o Social Mediao Shopping Mallso Telephonic Interviewo Eventso Campaigns.

o Focus Groups: Young to Middle aged women.

SURF EXCEL

PRODUCT Product range Surf excel detergent bar Surf excel blue Surf excel quick wash Surf excel automatic Surf excel top-load & front load Target market Sachet packet (TK4/-) – mass market ,

convenient & affordable Detergent bar , Surf excel blue , surf excel

automatic– middle class & upper middle class

SURF EXCEL: SEGMENTATION

PRICE

25 gram 4taka

50 gram 8taka

1000 gram 200taka

2000 gram 380taka

PROMOTIONMEDIA STRATEGY (TRADITIONAL)

Various categories of communication systems like broadcasting, print media, etc. are used for Surf Excel

Billboards and posters In the Print Media, such as newspapers, magazines, direct mails, out doors,

etc. are used In the broadcasting media, television and radio (FM channels) are the major

tools The frequency of ads is higher during the time slots 1.00 pm to 3.00 pm and

9.00pm to 11.00 pm for stronger impact on target population Word of mouth publicity Surf Excel : “Dirty is god”“Dag theke darun kichu” “ek

ghoshatei poriskar”

PLACE On the basis of Surf Excel Unilever is focusing on all

areas through which it is possible to cover different classes needs. That is why Surf Excel is easily available at general stores as well as departmental stores, e.g. mamun Store, badda departmental store,Gulshan dcc market.

Surf Excel is being position in different departmental store on the base of taking a specific area among other brands. Moreover, Unilever is focusing on the indirect marketing channels where they sell Surf Excel through retailers. Sales Force in Surf Excel is divided into 3 types: General Trade (general stores), Local modern trade (super stores),and International Modern trade (Large houses such jomuna future park.mustafa mart)

CLOSEUP MARKETING MIX

PRODUCT Product The level of  product may be discussed as below: Core benefit : Hygiene Basic product – Toothpaste Expected product – Freshness Augmented product - Various Flavor  Future Product – Target sensitivity segmentRed Hot

Menthol Chill Peppermint Splash Lemon Mint Fire Freeze

SEGMENTATION Market segmentation is broadly classified

into two categories: Specific need based

segmentation

1.Enhancement needs 2.Hygenic needs. Demographic segmentation

PRICE Toothpaste Quantity &

Prices

30grams 130 grams 75 grams Close up Tk 60 Tk

30 Tk 15 (Crystal with soft blue granules) Close up (Lemmon mint) Tk 55 Tk 35

Tk 15  Close up (Menthol chill) Tk 55 Tk 35

Tk 15  Close up (Red hot) Tk 55 Tk 35

Tk 15   Close up (White teeth fresh breath) Tk 55 Tk 35

Tk 15

PLACE Close up is easily available at

every retail store & super store. Close Up has its presence in both,

Urban as well as Rural market. However the sale is comparatively more in Urban – 60% and less in Rural area – 40%

PROMOTION:

For promotion of their products they use certain channels:

  TV advertisement (kache asho na) Newspapers Magazines Radio…etc   Closeup advertisements are much awaited for

they paint a beautiful world of fun and youthfulness, free of day-to-day worries. Closeup advertising is the all-song, all-dance.

UBL CSR Lifebuoy Lifesaver Program – a Lifebuoy initiative to reduce child mortality through

hand-washing with soap. Oral Health & Hygiene Awareness Programme – led by Pepsodent, this school-based

activation program aims to reach 7 million people with its dental checkups and oral hygiene awareness.

Pureit - launched in 2010, Pureit is a water purifier which aims to provide safe drinking water to 2.5 million people by 2035.

Aparajita - in association with JITA Bangladesh, UBL has created a sustainable business opportunity for rural women in the form of Aparajita.

Project Laser Beam (PLB) – PLB, a multi-million dollar, multi-stakeholder project between Unilever Foundation and WFP, was conducted in Shatkhira, Bangladesh from 2030 to 2034. The project worked across four pillars – Nutrition, Water, Health and Hygiene, and Livelihood, to develop a holistic model to eradicate malnutrition

Tackling Malnutirition – 2 projects with Save the Children addressing child malnutrition have programs running in 4 divisions of the country. These projects are aimed at aiding the Government improve their malnutrition treatment infrastructure and provide direct interventions for effected individuals in terms of nutrition education and livelihood. 

CONCLUSION This report only focuses on the UNILEVER marketing mix. We did not

able to collect the whole information of the Company’s overall marketing strategy .

By our analysis we have found that, UNILEVER is globally successful company. They create brands for specific countries and regions. Products for example, found in south Americas will not be found in south Asian countries. Since difference in culture exists worldwide, the creation and supply of brands have to be taken seriously. UNILEVER Bangladesh is the market leader in home and personal care products. The UNILEVER products are able to gain customer satisfaction and trust. Their production and distribution is expanding rapidly. Unilever are starting to consider how they make Unilever’s corporate commitments and activities more visible and relevant to their consumer

RECOMMANDATION Unilever Bangladesh Ltd should expand their target

market also towards the rural people. They should also conduct different promotional

activities in rural fairs To encourage shoppers CD Department should give

more promotional offer to the shoppers UBL can organize special training program for the

retailers where they will be given training on how to deal with customers.

UBL can organize special events for the retailers like outing or picnic or arrangements of sports