Marketing and Unilever Bangladesh

CONTENTS 1. Abstracts 2. Objectives of the study 3. Methodology 4. Introduction 5. analytic thinking of the Marketing strategies 1. Segmentation 2. Targeting 5. 3 spatial relation 6. Marketing mix 6. 1 Product 6. 2 footing 6. 3 Place 6. 4Promotion 6. 5 encase 6. 6 frequent relation 6. 7 Publicity 6. 8 g everywherenment activity 7. Recommendation 8. Bibliography Abstract Unilevers mission is to add Vitality to life. To gain casual leads for nutrition hygiene and personal cargon with bulls eyes that help wad look good, feel good and get more out of life.Its heavyset roots in local cultures and trades around the world give them a strong relationship with consumers and the foundation for future growth. In this assignment, we ar waiver to analyze the grocerying strategies of Unilever Bangladesh for two of its brand which is Rexona and circuit breaker travel by. We atomic number 18 release to give an over both summary of the various marketing segmentation, targeting, a specting, promotion, statistical statistical distribution and some other marketing mixes of both rexona and breakersboard surmount. Thus the main object glass is to bring about a well organized summary and pull in of the positioning of these brands compargond to its competitors.The corporate purpose of unilever states that to succeed requires the highest standards of corporate behavior towards every 1 we pretend with, the communities we gain, and the environment on which we gain an impact. Hence we ar handout to deliver how they have made these two brands as iodin of the top brands in the world. Objective of the study In this project our objective is to analyze the 4Ps of marketing i. e. Product, Price, Place and Promotion. We are also going to study how Unilever has targeted its market, segmented and positioned its self in the minds of the consumers in Bangladesh.Rexona- Rexona was origin tout ensembley created in Australia in 1900 by a pharmacist and his wife. Since thence it has led the field by providing consumers with vanguard technology that is proven to deliver outstanding results. Rexona offers a wide eye socket of highly effective antiperspirant deodourants to meet the everyday needs of men and women everywhere. Rexona with its eccentric active ingredients provides 24-hours protection against em frame odour and underhand wetness to help come up one physic tout ensembley tonic and mentally confident, nonetheless in thetoughest moments.The rexona deodarents on hand(predicate) in bangladesh are rexona acitv reserve, rexona ice-cool and rexona power. Surf outdo- Surf excel is the highest selling reward washing gunpowder in Bangladesh. Over the years it has anticipated the changing washing needs of the Bangladeshi homemaker and constantly upgraded itself. Surf excel has been a pioneer in the country in encouraging others to permit their children explore and discover the world around them. For any consequential stains in that respect is Surf excel. Surf excels advanced formula effectively removes dried in stains.The surf excels available in bangladesh are Surf excel Pack, surf excel mini and surf excel large pack. METHODOLOGY The focal point of this preliminary study was to get the primary information from the copmany itself. Hence we dedicateing(a) a visit to the Unliver bangladesh company in capital of Bangladesh. We were escorted by a fewer of their officials and asked them a few of the basic questions which were the following 1) How did you segment the brands? 2) whom or which root of citizenry did you target? 3) what is the positioning of your brand? Hence a dilate questionnaire was developed in order to collect the required information from them.The befriend part of the information was collected via internet. We searched for the information in their site- www. unilever. com. bd and www. wikipedia. org. INTRODUCTION Unilever is one of the worlds largest and leading multinational companies U nilever commenced their task activities on a larger scale by setting up their first factory in Netherlands, in the year of 1872. Operating in Bangladesh for over the closing curtain four decades the company is trying to signifi tummytly contribute towards the augmentation of the standard of backup by bringing world class high select products at the door step of their clients.The usage of Unilever products by over 80% of the people in Bangladesh stands a testimony to their successful operation. Constitution Unilever 60. 75% shares, political sympathies of Bangladesh 39. 25%. xad Their array of products show that they produce household care, fabric cleaning, genuflect cleansing, skin care, oral care, hair care, personal grooming, and tea based drinking products under worldwide famous brand proposes Wheel, LUX, Lifebuoy, Fair & Lovely, Ponds, fill Up, Sunsilk, Lipton, Lipton Taaza, Pepsodent, All Clear, Vim, Surf outgo, and Rexona.Analysis of the marketing strategies Unile ver produces many products. Among all the products, we are going to concentrate on two of their products which are REXONA and SURF outstrip. Segmentation 1) Rexona Rexona deodorant segments its product on the basis of demographic segmentation. Demographic segmentation consists of Gender, age, lifestyle, occupation, income etcetera The users of Rexona are mostly the young people and those who go to offices fastnessly. 2) Surf go past SURF EXCEL is the highest selling detergent powder in Bangladesh.It does not go for traditional mass marketing. Moreover as a detergent powder SURF EXCEL does not even segment its market concord to gender. Surf jump detergent segment its product on the basis of geographic segmentation. Geographic segmentation consists of world regions, country, city, density etc. pic (Figur2. 1) Market Segments of Surf excel Figure 2. 1 shows that Unilever Bangladesh Ltd. segments their market according to geographical areas. The population of the country is seg mented into three parts which are urban, sub urban and rural area consumers. Targeting ) Rexona Rexona deodorant targets those people who have to go to office and those who spend a long term orthogonal their house. Rexona target millions of people in low-income markets, such as Asia, to enjoy the brands benefits via low-cost mini-sticks, mini-roll-ons and sachets of deodorant. 2) Surf surpass According to the segmentation unilevers target market for Surf Excel is those families who has children and get their cloth dirty in all sorts of areas and need to wash them. This product is mostly used by those family which has children and need to wash cloths 4/5 time a week.Positioning 1) Rexona With Rexonas unique body-responsive technology, which releases purposeless protection as you need it, youll know that your deodorant wont let you down, plentiful you the confidence to face the days challenges. From the above statement we can see that Rexona deodorant has positioned itself as fo rm one deodorant brand in the country. Positioning Statement Rexona with its unique active ingredients provides 24-hours protection against body odor and underarm wetness to help keep one physically fresh and mentally confident, even in thetoughest moments. 2) Surf Excel Unilever Bangladesh Ltd obtained a good position in the buyers mind through discontinue product attributes, charge and note, offering the product in a different elbow room than the competitors do. The company offers improved quality of products in the industry at an affordable determine with high branding, which lastly helps to position the product in the buyers mind as the best quality detergent powder. The market share of the company in the detergent powder industry is somewhere around 43%.Since in the detergent powder industry all products are of same price Unilever cannot provide its consumers with better price but it is in a great position in reference with its packaging, fragrances and product designing. Marketing Mix Product SURF EXCEL falls under the category of toiletry product as a detergent powder. SURF EXCEL has three layers- Core benefit cleansing clothes Actual product its color (white & blue powder), brand name (Surf Excel), features (unique washing powder which clean clothes). Augmented product Give hostage of clean clothes perfectly.Rexona falls under the category of Cosmetics product as a deodorant. Rexona has three layers- Core benefit provides a good body odor. Actual Product flavor (ice cool, mini free spirit, active reserve), brand name (Rexona), styles (body spray & roll on). Augmented product 24- hours freshness guarantee. pigment facts ? worlds largest deodorant in sales and market shares ? number 1 position across more than half the world ? proprietary body-responsive technology ? the exactly brand tailored to the individual needs of men and women PriceThough Unilever Bangladesh gives its Surf Excel & Rexona clients a lot in name of the product itself, it ca nnot provide a better pricing. This is delinquent to some constraints in the product industry. Surf Excel & Rexona is a product with a vulnerable demand in Bangladesh. A change in price has a high risk of creating price war among the rivals which will eventually cause a loss of profit. Its prices are almost equal to its competitor. Table 1 shows Surf Excel & Rexona price. tardily Unilever launched Surf Excel Mini which contains 20g detergent.Basically its launched for the lower class people. (Table 1) Surf Excel & Rexona price Surf Excel Rexona Weight Price Product Price 3 kg 430 Tk. Activreserve (40g) 100 Tk 500 g. 70 Tk rubbish assuredness (40g) 110 Tk 20 g. 3 Tk Power (40g) 100 Tk Free heart and soul (40g) 120 Tk. Place Unilever Bangladesh Ltd. has a huge distribution channel for Surf Excel & Rexona all over the country. The company has six huge warehouses, one in each division of Bangladesh, where the product goes after they are make at Unilevers factory. Table 2 sh ows the location of its six warehouses in Bangladesh. The company does not use its own fleet of transport for distributing its product.However, it has outsourced its distribution process to various third party distributors, exclusively dedicated to Unilever Bangladesh Ltd. These distributors then supply the product all over Bangladesh to a huge number of retailers. Even though Surf Excel & Rexona targets the sub urban meat and upper middle class people they are distributing their products all over Bangladesh because of a recent increase in demand of its product to all segments of the population. (Table 2) Location of Unilever Bangladesh Ltds Divisional Warehouses Division Location of Warehouse Dhaka Dhaka metropolis Chittagong Kalurghat Heavy I/A Sylhet Sylhet City Rajshahi Rajshahi City Khulna Khulna City Barisal Barisal City Promotion Rexona & Surf Excel Rexona deodorant and surf excel use television as the media of advertising. Most of the commercial advertizings are made in such a way so that the consumers are curled to buy the product. Rexona & Surf Excel promotes itself by providing new advertisements and making its customer aware of the availability of its new and improved versions of the product. They also promote via billboard, magazines and leaflets. An advertisement of Sur Excel pic Packaging Surf ExcelSurf excel is the highest selling grant washing powder in Bangladesh. Over the years it has anticipated the changing washing needs of the Bangladeshi homemaker and constantly upgraded itself. It has been constantly meliorate its packaging. Its developing different shapes and sizes of colorful packages in order to attract the customers and retain customers. picpicpic 3 kg 500g 20g Rexona Rexona has a unique bottle which is protect from dust, moisture and pollution. Rexona offers a wide range of highly effective antiperspirant deodorants to meet the everyday needs of men and women everywhere.Rexona with its unique active ingredients pro vides 24-hours protection against body odour and underarm wetness to help keep one physically fresh and mentally confident, even in thetoughest moments. picpicpicpic Free Spirit Mini Ice Cool Ionic Mini Free Spirit Public relation Public relations are a major mass-promotion tool for an plaque. Public relations (PR) are the practice of managing the flow of information between an organization and its publics. PR can be used to build rapport with employees, customers, investors, voters, or the general public. Common activities include speaking at conferences, working with the press, and employee communication. ShareholdersUnilever conducts its trading operations in accordance with internationally accepted principles of good corporate governance. It provides timely, regular and reliable information on the activities, structure, financial situation and performance to all shareholders. Distributor Unilever maintains a good relation with the distributors so that the products which they produce can easily reach to the consumers at convenient locations. With the help of distributors Unilever can also maintain its product price in such a way that it can also earn a marginal profit against it cost. Consumers Unilever is connected to providing branded products and services which consistently offer value in terms of price and quality, and which are safe for their intended use.Products and services are accurately and properly labeled, advertised and communicated. Publicity Unilever is distributing free sample of Rexona and Surf Excel Mini packs to the students of various universities for its publicity. Its also provide sponsorship to many programs and events (such as sports, domain shows, talent hunt etc. ) occurring throughout the country. Children celebrated the Surf Excel Daag Utsab, an innovative activation campaign, at Dhaka Residential Model College amid untold enthusiasm. Over 3,000 students, aged 6 to 12, from 20 city schools took part in 15 fun games under th ree zones Red, Blue and Orange in two sessions.Surf Excel, a brand of Unilever Bangladesh Ltd, organized the programme in tie with Market Access. Politics Unilever maintains a cordial relationship with the government of Bangladesh. It has effective rights to operate in this country by abiding the laws and rules followed by the country. They pay taxes regularly and donate the government during natural calamities. RECOMMENDATION After study on SURF EXCEL and REXONA we understood that the image of two brands in the market meet the customer needs regarding toiletries and cosmetics items. Though there animate other competitors but these two brands build up its core customer to fulfill the business objectives.In the current days Surf Excel is a common name used in about to every family due to its quality, price and its availability what is also true for Rexona. Besides this, there are some points to be followed to extend and strengthen the business- 1. The marketing strategy should b e more attractive to compete with the market competitors (i. e. door to door selling). 2. The price, promotion, and distribution channel should be favorable to the customers. 3. The advertising should be livelier that can touch the customers mind and satisfaction. 4. The packaging should be changed after a certain time interval. 5. Retail network should be improved to maintain the balanced business over the whole year. 6.The business performance should be such a level that can keep the company in the first bit in the stock exchange chart. 7. To achieve the utmost selling the price should be offered with a minimum margin that can make the maximum customers target. 8. The corporate social responsibility should be properly maintained. Bibliography www. unilever. com. bd www. wikipedia. org http//www. unilever. com. bd/resources. /contactus. asp http//findarticles. com/p/articles/mi_m0BDW/is_20_42/ai_74699188/ www. unilever. com/brands/personalcarebrands/Rexona. aspx www. unilever. co m. au/ourbrands/personalcare/rexona_products/default. asp Rural Poor urban and Sub Urban Upper Middle and Middle Class Urban Rich