Unilever is an Anglo–Dutch multinational consumer
goods company headquartered in London, England. Its
products include food, beverages, cleaning agents and
personal care products. It is the world's third-largest
consumer goods company as measured by 2012
revenue, after Procter & Gamble and Nestlé. One of
the oldest multinational companies, its products are
available in 190 countries worldwide.
Unilever's largest international competitors
are Nestlé and Procter & Gamble. It also
faces competition in local markets or specific
product ranges from numerous companies,
including Beiersdorf, ConAgra, Danone,
Henkel, Mars, Pepsico, Reckitt Benckiser and
S. C. Johnson & Son.
Major Competitors :
Unilever owns more than 400 brands as a result of acquisitions,
however Unilever, the company focuses on what are called the “billion-
dollar brands”, 13 brands, each of which achieve annual sales in
excess of €1 billion. Unilever’s top 25 brands account for more than
70% of sales. The brands fall almost entirely into two categories: Food
and Beverages and Home and Persona Care.
Unilever Bangladesh Brands :
Wheel, Lux, Lifeboy, Fair & Lovely, Pond's, Close Up, Sunsilk, Taaza,
Pepsodent, Clear, Vim, Surf Excel, Rexona, Axe, Dove, & Vaseline.
At present over 90% of Bangladesh's households use one or more of
Touching 2 billion people
Unilever products are sold in more than 190
countries and at the end of 2012 employed 173,000
Unilever Bangladesh provides employment to over
10,000 people directly and indirectly through the
suppliers, distributors and service providers. 99.8% of its
employees are locals with a large number of local UBL
employees now working abroad in other Unilever
companies as expatriates.
=> Research and development
=> Information technology
=> Human Resource
=> Supply Chain
=> Customer development
=> Business to Business
=> Finance Department
Departments in Unilever :
Unilever Markets Advantage :
Strong Brand Image
EServices and Technology
Efficient Human Resources
Faster Tooth Whitener
Superior Sales Team
Easy to carry
Unilever Markets Disadvantage :
Reliance on outside raw materials
So many substitutes available in the market
Lack of control in the market.
Lack of informational reliability, since the market is too large
Lack of Flexibility Compared to local Competitors
Supply not meeting demands
Unilever Vision :
● Unilever work to create a better future every day.
● Unilever help people feel good, look good and get more
out of life with brands and services that are good for
them and good for others.
● Unilever will inspire people to take small everyday
actions that can add up to a big difference for the
● Unilever will develop new ways of doing business that
will allow us to double the size of our company while
reducing our environmental impact.
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 is starting to consider how
they make Unilever’s corporate commitments and activities more visible
and relevant to their consumer.