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In the 1890s, William Hesketh Lever, founder of Lever Bros, wrote down his
ideas for Sunlight Soap – his revolutionary new product that helped popularize
cleanliness and hygiene in Victorian England. Mainly from this time first idea to
establish Unilever formed. Over the last four decades, Unilever Bangladesh has
been constantly bringing new and world-class products for the Bangladeshi
people to remove the daily drudgery of life. Over 90% of the country‟s households use
one or more of products. According to constitution, in Bangladesh Unilever
Bangladesh Ltd. have 60.75% share and government of Bangladesh have 39.25% share.
Unilever's mission is to add Vitality to life. We meet everyday needs
for nutrition; hygiene and personal care with brands that help people look good, feel
good and get more out of life.
The four pillars of our vision set out the long term direction for the company – where we
want to go and how we are going to get there:
We work to create a better future every day.
We 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.
We will inspire people to take small everyday actions that can add up to a
big difference for the world.
We will develop new ways of doing business that will allow us to double the size of
our company while reducing our environmental impact.
Objective means the „goals‟ that the business must achieve in order to meet its
wider business objectives. Unilever‟s 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‟
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The following SWOT analysis captures the key strengths and weaknesses within
the company and describes the opportunities and threats facing Unilever Bangladesh Ltd.
In depth industry experience and insight
Largest amount of share in the market
Having a good number of established brands
An excellent distribution network
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
Participation within a growing industry
Utilization of changing lifestyle of people for
Scope of expanding the market vertically and
Application of new tactics and surprise
Threats of the market challengers
A negative effect on people‟s spending
because of the current financial crisis
Existence of political unrest though out the
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
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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, Unilever‟s 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
The company claims that Lux is the highest selling beauty soap in Bangladesh. Moreover
some survey reports also reveal the same result. Though Lux is the highest selling beauty
soap in Bangladesh, it does not go for traditional mass marketing moreover as a beauty soap
Lux does not even segment its market according to gender. Unilever Bangladesh Ltd
segments their market according to geographical areas. The population of the country is
segmented into three parts which are Urban, sub Urban and rural area consumers.
Urban and sub urban middle class and rural people are the largest part of Bangladesh
population. A research carried out by Unilever Bangladesh reveals that Urban rich people are
more likely to buy imported and expensive products. Moreover rural poor people tend to by
cheap products even without evaluating its quality. However Urban and sub Urban upper
middle and middle class people tend to buy affordable and quality products.
Marketing mix of Unilever:
Unilever owns more than 400 brands as a result of acquisitions, however Uniliver, 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.
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Price: Unilever claims to practice value-based pricing in which the customers. Perception of
the product‟s price provides a starting point for developing the marketing mix of the product.
The research department determines this price usually by using focus groups. The Primary
importance of this value-based pricing is that the products demand will be much higher if its
price is in line with the customer‟s perception of its value, One crucial concern for value-
based pricing is strict management of cost in order to be able to make a profit at the value-
Place: Unilever Follow common system of distribution. That means
company wholesaler retailer consumer. It basically covers 2 tiers cities and rural area. It
has made his strategy like that in every small or big shop customer will be able to find out the
product. After the changed image of Unilever it also trying to make the availability of the
soap in above middle calls society.
Build top of the line consumer‟s awareness.
Creating a personality of the braved.
To increase the usage.
Imparts a feeling of freshnes
Effectively communicate brand promise.
Innovative Campaigns such as “Hairpy”. and life can‟t wait were launched to
attract women to the brand.
Sponsored short films that were broudcast during popular television shous.
Media platforms used.
Interned rural campaign.
Environment concern ads.
Free sample dissertation.
Promotion of the products through mobvies such as “Fashion”.
Enhancement of product mix.
New product formulations according to changing consumer preferences.
Unilever believes that messages about product delivered by credible sources can be
very persuasive Uniliver more value added to the brand.
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Product name: WhiteLight-ToothWhiteningSystem
Figure: Logo of Unilever Bangladesh Ltd.
A product can be defined as anything that can be offered to a market
for attention, actuation, use or consumption that might satisfy want or need. In this
marketing plan our concerning product is tooth whitening system. White Light is a
revolutionary new system that incorporates light technology to whiten our tooth
fast. Light treatment is the latest whitening technique used by dentists. The
unique, patent pending White Light is designed to be used at home and is
extremely easy to use. The advanced light combined with the specially
formulated gel, rapidly removes surface stains and penetrates deep to remove
embedded stains. Works great on stains caused by coffee, tea, smoking, red wine,
fruit juice, cola, aging and more.“
Whitens in just 10 minutes!
Simple to use.
Easy to maintain
Packaging involves designing and producing the container or wrapper
for a product. For our new product we will do regular packaging, in this package
we will keep the White Light - Tooth Whitening System independently. It will be
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Each package contents:
1 x White Light Tooth Whitening System
2 x tooth whitening gel
1 x tooth silicone set
2 x Lithium CR2025 Batteries
1 x “Secrets to a Beautiful Smile"-manual
Figure: A sample of White Light
Five levels of White Light - Tooth Whitening System will be-
CoreBenefitoftheProduct:It is a teeth whitener that will help to keep the tooth white.
Basic product: Basic product will be- the “White Light - Tooth Whitening
System” it‟s self and its logo.
Expected Product: Expected product will be - its solution to white the
tooth gently and attractive packaging, reasonable price etc.
Augmented Product: This whitener does white the tooth by using formulated gel,
which cannot do any other product in Bangladesh.
Potentialproduct: If we will cut the price after having positive response, we give extra amount
In our marketing plan as we are producing same product to all consume, which refers to mass
marketing means no segmentation by demographic, geographic, behavioral etc.
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The target markets for our new product “White Light” Tooth whitening system will be –
Simply those people who have tooth.
Mainly the urban area people, we will focus on the big cities of our country.
People who want safe tooth whitener in an easy way. People who are not interested go
to dentist for tooth whitening but feel comfortable spending money on tooth whitener.
As we are making a marketing plan for White Light - Tooth Whitening System, which is a
new product and not available in the market so it‟s still in product development
stage, however we expect that when it will enter the market it will in introduction stage
where sales will low but a increasing rate, and our target is to go in maturity
stage for higher sale and higher profit.
Initially now we are offering very basic facilities through our product but after several years
we are planning to develop our product in following sectors-
Different flavored formulated gel
Rechargeable whitening machine though it‟s now powered by battery
In this situation consumer buying behavior can be Habitual Buying Behavior because in our
country this product are not available from other brands therefore when they will decide to
buy this product they will have low involvement. White Light is really appropriate to those
people who are very look conscious. Because of their consciousness may be they will
recognize their needs. By our marketing they can be aware about the product and search
more information from dentists and also by surfing internet. If they are
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interested about our product consumer can buy the product from some of our
outlets. And we are hoping this product will satisfy their needs.
Strong Brand Image
EServices and technology
Faster tooth whitener
Easy to carry
Fewer purchase location
Different color gel
Different flavor gel
Competitors can produce
Serving at lower price
Price of raw materials can go up
As we mentioned that we will add mark-up value to determine the price by using
mark-up method so our aim will be to keep the price in between Tk.1500 to
Tk2000. But the exact amount will be set based on the upper mentioned factors.
Considering “White Light” as a new product in our country and this is already popular in
other countries we will use “Market Skimming” pricing strategy. We hope that
buyer willing to pay our settled price.
Unilever is doing this job quite efficiently for its existing products. For „White
Light -Tooth Whitening System‟, at first we will launch it in two big cities-
Dhaka City and Chittagong City. Depending on the positive response in future gradually
we will extend the market of this product in other division.
Manufacturer: We will produce this new product by our own and we will also make the
formulated gel, whitening machine of the dental floss by our own.
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Wholesaler: Unilever has its own distributors who will buy the wholesale amount and sell
these to the retailers.
Retailers: Retailers will buy the products from distributors and sell these to the final
Consumers: People can get it in superstores, big pharmacies etc. We will place this product
mainly in u r b a n a r e a s o f D h a k a C i t y a n d C h i t t a g o n g C i t y o f
B a n g l a d e s h w i t h U n i l e v e r ‟ s exceptionally good channel of distribution.
As Unilever have their own distributors who are working as wholesaler, and they are sell the
product to the retailers from them consumer buy the product. Therefore, we can
say two level of distribution channel is followed by the Unilever.
Promotion means activities that communicate the merits of the products and
persuade consumers to buy it. So our targeted audiences are mainly the
potential user of our product. Though we specially targeted urban people, our main
promotional concern will go on them. We will do different types of promotional activities to
introduce and create awareness about our “White Light” to the people.
We will give free samples in dental clinic, educational institutions like dental college,
hospital and also in super stores. The quality of those free samples will be smaller
than the original one. Depending on the costs and future positive response we will plan to
make more varieties of advertisements and will give attractive sales
promotion to grab and retain more customers.
To extend market or to introduce the product to people marketers need to create
public relationship. Unilever always tries to create events and stories,
which automatically come to press attention public gets to know about their
For our new product “White Light” we will try to do the following activities:
We will arrange press conferences and will try to have renowned dentists
in those programs, so that the information and messages seems trustworthy to the
We will try to arrange seminars in schools, colleges, universities and
medical colleges about the usefulness and benefits of using White Light.
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In future if possible we will also try to sponsor some events and
show to attract more customers and to capture strong places in the minds of the
Unilever Bangladesh Ltd has a very well-structured organization. Every department of it
d o e s i t s j o b v e r y e f f i c i e n t l y . T h e m a r k e t i n g p l a n w h i c h
w e h a v e m a d e w i l l b e implemented and accomplished by different departments.
First of all the plan will have to be approved by the top level executives. Only after the
approval it can start its function. The strategies regarding the product, its promotional
activities, price setting all will be done by the marketing department. The job of
designing the product, manufacturing and packaging will be accomplished by the production
department. Finance department will be responsible for budgeting and financing the product.
This report only focuses on the UNILEVER marketing mix. I did not able to collect the
whole information of the Company. Go into the company.
By my analysis I 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.