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Marketing plan of White Light Page 1
Introduction:
In the 1890s, William Hesketh Lever, founder of Lever Bros, wrote down ...
Marketing plan of White Light Page 2
SWOTAnalysis:
The following SWOT analysis captures the key strengths and weaknesses w...
Marketing plan of White Light Page 3
CompetitiveAnalysis:
In the market of consumer goods Unilever Bangladesh Ltd is consi...
Marketing plan of White Light Page 4
Price: Unilever claims to practice value-based pricing in which the customers. Percep...
Marketing plan of White Light Page 5
Product name: WhiteLight-ToothWhiteningSystem
Logo:
Figure: Logo of Unilever Banglade...
Marketing plan of White Light Page 6
Each package contents:
1 x White Light Tooth Whitening System
2 x tooth whitening gel...
Marketing plan of White Light Page 7
Targetmarketselectionprocess:
The target markets for our new product “White Light” To...
Marketing plan of White Light Page 8
interested about our product consumer can buy the product from some of our
outlets. A...
Marketing plan of White Light Page 9
Wholesaler: Unilever has its own distributors who will buy the wholesale amount and s...
Marketing plan of White Light Page 10
 In future if possible we will also try to sponsor some events and
show to attract ...
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Unilever bangladesh ltd (final)

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Unilever bangladesh ltd (final)

  1. 1. Marketing plan of White Light Page 1 Introduction: 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. Mission: 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. Vision: 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: 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‟
  2. 2. Marketing plan of White Light Page 2 SWOTAnalysis: 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. 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 people‟s spending because of the current financial crisis Existence of political unrest though out the country IndustryAnalysis: 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.
  3. 3. Marketing plan of White Light Page 3 CompetitiveAnalysis: 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 Market segmentation: 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. Target Market: 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: Products: 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.
  4. 4. Marketing plan of White Light Page 4 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- based price. 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. Promotion:  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. Promotional strategy:  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.  Print media.  Internet Campaign.  Interned rural campaign.  Environment concern ads.  Music videos.  Free sample dissertation.  Demo campaigning.  Promotion of the products through mobvies such as “Fashion”.  Enhancement of product mix.  New product formulations according to changing consumer preferences.  Advertising. Unilever believes that messages about product delivered by credible sources can be very persuasive Uniliver more value added to the brand.
  5. 5. Marketing plan of White Light Page 5 Product name: WhiteLight-ToothWhiteningSystem Logo: Figure: Logo of Unilever Bangladesh Ltd. Slogan: “Feelgood,lookgoodandgetmoreoutoflife” Mission: WhiteLightmissionistosatisfytheneedsofdomesticconsumersthroughinnovativequality products. Productprofile: WhiteLight -ToothWhiteningSystem: 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.“ Features:  Whitens in just 10 minutes!  Simple to use.  Easy to maintain Packaging: 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 packaged individually.
  6. 6. Marketing plan of White Light Page 6 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 Levelofproduct: 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 etc. Segmentationprocess: 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.
  7. 7. Marketing plan of White Light Page 7 Targetmarketselectionprocess: 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. ProductLifeCycleStage: 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. ProductDevelopment: 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 ConsumerBuyingBehavior: 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
  8. 8. Marketing plan of White Light Page 8 interested about our product consumer can buy the product from some of our outlets. And we are hoping this product will satisfy their needs. SWOTAnalysisoftheproduct: Strengths:  Strong Brand Image  EServices and technology  Faster tooth whitener  Easy to carry Weaknesses:  High Prices  Fewer purchase location Opportunities:  Different color gel  Different flavor gel Threats:  Competitors can produce  Serving at lower price  Price of raw materials can go up Pricing Strategy: PricingMethod: 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. PricingStrategy: 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. DistributionorLocationStrategy: DistributionProcess: 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.
  9. 9. Marketing plan of White Light Page 9 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. 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. DistributionChannel: 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. PromotionalTools: 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. Sales promotion: 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. PublicRelation: 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 product. 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 people.  We will try to arrange seminars in schools, colleges, universities and medical colleges about the usefulness and benefits of using White Light.
  10. 10. Marketing plan of White Light Page 10  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 consumers ActionProgram: 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. Conclusion: 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.

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