Unilever is a fast moving consumer goods company that manufactures and distributes home care, personal care, and food products. It owns over 400 brands and focuses on 13 "billion-dollar brands". Unilever follows a global strategy with a long-term focus on building local roots. It has a strong portfolio but also faces threats from intensifying competition and private labels. The company operates in nearly 190 countries and has traditionally enhanced value for consumers around the world through its global operations.

2. Name ID Batch
Mahbub Nabi Rasel M21421111108 34th
Nazmus Shoeb Jamil M21421111122 34th
Nazmul Hasan M21421111123 34th
Sumon Ahmed M21421111130 34th
Bilzar Rahman M21421111141 34th
Team Members

3. Topic

4.  Unilever Bangladesh Limited, a fast moving consumer goods
company.
 Engages in the manufacture and distribution of home care products,
personal care products, and foods.
 The company was formerly known as Lever Brothers Bangladesh
Ltd. and changed its name in December 2004.
 Unilever Bangladesh Limited was founded in 1964 and is based in
Dhaka, Bangladesh.
 On any day, 2 billion people use Unilever products

5.  Vision
Unilever’s vision is to grow the business, while decoupling the
environmental footprint from their growth and increasing their
positive social impact.
 Mission
In the last five years, Unilever have built their business by
focusing on their brands, streamlining how they work, and
improving their insight into the evolving needs and tastes of
consumers.
 Goals
Their Corporate Purpose states that to succeed requires "the
highest standards of corporate behavior towards everyone we work
with, the communities we touch, and the environment on which we
have an impact."

6.  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.
Wheel, Lux, Lifeboy, Fair & Lovely, Pond's, Close Up, Sunsilk, Taaza,
Pepsodent, Clear, Vim, Surf Excel, Rexona, Axe, Dove, & Vaseline
Unilever Bangladesh Brands :

7. Touching 2 billion people everyday

8.  Entrance as Foreign Business: entered in foreign market
to compete internationally by entering one or select few foreign
markets. Once successfully introduced its product in several
market, expands its success brand to many other markets and start
to compete globally.
 A Global Strategy: follows a global strategy, also
called by a think-global and act-global strategy
 Long term relations: is increasing its efforts to build
on its long-established local roots in developing
regions. Through its well-established distribution
network

9.  Identify Rivalry: By having multiple profit sanctuaries,
Unilever has strong competitive advantage over its competitor
 Cross Market Subsidization: To win customers and sales
away from select rivals in country markets, Unilever employ
cross-market subsidization.
 Market Growth: All strategies executed by Unilever for
competing in foreign market resulting in moderate 5% sales
growth in 2009.
 Market Leading: Unilever decision to introduce its product
on emerging market such as Asia-Pacific, Latin America and
North America implies to the high contribution of Unilever
total revenue by 26%, 21% and 16% respectively.

10. .

11. Threat of new entrants:
 Low switching costs (strong force)
 High cost of brand development (weak force)
 High economies of scale (weak force)
Threat of substitutes:
 Low switching costs (strong force)
 Low substitute availability (weak force)
 Low performance to price ratio of substitutes (weak force)

12. Bargaining power of suppliers::
 Moderate size of individual suppliers (moderate force)
 Moderate population of suppliers (moderate force)
 Moderate overall supply (moderate force)
Bargaining power of customers:
 Low switching costs (strong force)
 High quality of information (strong force)
 Small size of individual buyers (weak force)

13.  Industry rivalry:
 High number of firms (strong force)
 High aggressiveness of firms (strong force)
 Low switching costs (strong force)

14. Value
Chain
Primary Activities:
Activities that are directly concerned with creating
and delivering a product
Support Activities:
Activities that are not directly involved in
production, but that may increase effectiveness or
efficiency of a firm
Value Chain analysis

15.  Primary Activities:
i. Inbound Logistics
ii. Operations
iii. Outbound logistics
iv. Marketing and sales
v. Service oriented
Value Chain
Analysis

16.  Support Activities:
i. General Administration
ii. Human Resource Management
iii. Technology development
iv. Procurement
Value Chain
Analysis

17.  The company’s big rollout of a new program in
2010
 Wants to become more than just a Marketing
company and it becomes more known for another
concept – Sustainability.
 Unilever managed to implement the change in their
business model through effective applications on
their aligned operational model and create value
for their customers.
 successful brand innovation program is supported
with a high level of marketing and advertising
activities including most media.
Value Chain for 21st Century

18.  In 2010 Unilever’s CEO Paul Polman launched a new Business
Model for Unilever, under the name Unilever Sustainable
Living Plan: “The USLP is our key differentiator – how we will
achieve sustainable growth by improving the health and well-
being of more than a billion people, reducing the
environmental footprint of the making and use of our
products, and enhancing the livelihoods of millions of people
across our value chain.”
 By utilizing the already developed levers of the company,
Unilever became very successful in the first 5 years of the
launch of the new program.
Value Chain For
21st Century

19. Strength
 Strong portfolio
 Successful restructure
 Global brand strategy
 Brand development and marketing
 Focus on mass market
 Research and Development initiatives
 a distinct competitive advantage over its nearest competitor
Weakness
 Lack of Industry focus
 Lack of Major Market
 Absence from premium market
 its products can easily be replaced with substitutes
 a host of local players challenge its dominance at every turn

20. Opportunities:
 Widening consumer base
 golden opportunity to leverage this huge and growing consumer
base.
 launched product range for the health conscious consumer.
 The emergence of the health conscious consumer in the developed
world
 Unilever has a good track record of social and environment
responsibility
Threat:
 Intensifying Customers
 Private label products
 Negative Publicity
 The ongoing global economic crisis has severely dented the
profitability

21.  Unilever operates in nearly 190 countries around
the world and has been a traditional paragon of
excellence and quality in the Fast Moving
Consumer Goods sector.
 The company derives its competitive advantage
from its global footprint and its track record of
enhancing value for the consumers around the
world.
 Even in the current recessionary environment, it
has managed to grow at a respectable pace.
 The term globalization came to reality because of
multinational business like Unilever.
Summery