Unilever Bd

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Managerial AnalysisPresented by:Faria MahjabinZaman ArfinZarin MahmoodAzmain Fairooz Unilever At A GlanceOne of the worlds largest consumer goods companies. 400 brands, spanning 14 categories of well-known Foods, Home Care and Personal Care products.Former Name Lever BrothersCompany Type MultinationalFounder - William Hesketh Lever(late 19 century) Short HistoryIn 1930, Lever Brothers merged with Margarine Unie, creating Unilever In 2004, Unilever focused on of 21st century consumers by introducing Vitality mission to capture Who we are and what we stand for. Also updated and relaunched logoWorld-class business expertise is applied internationally to serve the needs of our consumers and customers everywhere.Operations in nearly 100 countries around the world,365 manufacturing sites across 6 continents, strong roots in local markets and first-hand knowledge of local cultures.

Unilever in BangladeshConstantly bringing new and world-class products for the Bangladeshi people to remove the daily drudgery of life. Over 90% of the countrys households use one or more ofour products.Unilever - 60.75% shares, Government of Bangladesh - 39.25% Providing employment to over 10,000 people directly and through its dedicated suppliers, distributors and service providers.99.5% of UBL employees are locals and have equal number of Bangladeshis working abroad in other Unilever companies as expatriates. MissionOur vitality mission will focus our brands on meeting consumer needs arising from the biggest issues around the world today ageing populations, urbanization, changing diets and lifestyles.We see growing consumer need for:A healthy lifestylemore variety, quality, taste and enjoymenttime, as an increasingly precious commodity

VisionWe 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.

Unilever: Logo In 2005, Unilever decided to change their logo to represent their new theme of vitality. The new logo was also planned to coincide with the 75th anniversary of the company. The new logo tells the story of Unilever and vitality. It brings together 25 different icons representing Unilever and its brands, the idea of vitality and the benefits Unilever brings to consumers. The icons are represented below

Sun: The primary natural resource. All life begins with the sun- the ultimate symbol vitality. It evokes Unilevers origin in port of sunlight & can represent a number of Unileverbrands.DNA: Thedoublehelix.Thegenericblueprintoflifeandasymbolofbio-science, it is a key to healthy life. The sun is the biggest ingredient oflife and DNA is thesmallest.Bee: Represent creation, pollination, hard works and bio diversity. Bees symbolize both environmental challenges and opportunities.Hand: A symbol of sensitivity, care and need. It represents both skin and touch.Flower: Represent fragrance, when seen with the hand, it represents moisturizing cream.Hair: A symbol of beauty and looking good. Placed next to the flower, it evokes cleanliness and fragrances; placed near the hand it suggests softness.Palm Tree: A natural resource, it produces palm oil as well as many fruits. Coconut and dates are also symbolized paralyze.

9Spoon: A symbol of nutrition, tasting and cooking.

Bowl: A bowl of delicious smelling food. It can also represent a ready meal, hot drinks or soup.

Spice & Flavors: Represent chili or freshingredients.

Fish: Represent food, sea or fresh water.

Sparkle: Clean, healthy and sparking with energy.

Bird: A symbol of freedom. It suggests relief from daily chores, getting more out oflife.

Recycle: Part of commitment to sustainability.

Lips: Represent beauty, looking good & taste.

Ice-cream: A treat, pleasure or enjoyment.

Tea: A plant or an extract of a plant, such as tea, also a symbol of growing and farming.

Particles: A reference to science bubbles and fizz.

Frozen: The plant is a symbol of freshness, the snowflake represent freezing, at transformational symbol.

Wave: Symbolize cleanliness, freshness and vigorous icon.

Liquid: A reference to clean water and purity.

Container: Symbolizes packaging- a pot of cream associated withpersonal care.

Clothes: Represent fresh laundry and looking good.

Heart: A symbol of love, care and health.

Sauce or Spread: Represent mixing of stirring. It suggests blending in flavors & adding taste.

12Product categories:

Household Care, Fabric Cleaning, Skin Cleansing, Skin Care, Oral Care, Hair Care, Personal Grooming, Tea based Beverages.

BrandsFood brands:KnorrTaaza

Home care brands:Wheel power whiteWheel lemon whiteVimSurf excel

Personal care brands:

AxeClearClose upDoveFair & lovelyLifebuoyLuxPepsodentPondsRexonaSunsilkVaseline

AdvantagesDominate the whole country.Skilled workers & specialists.Provide a wide range of products for customer to choose.Higher profit thus higher quality of product.First moving consumer service.Maintaining quality of the productOffer products for all class of people.

DisadvantagesIts productivity depends on the availability of the raw material.Unilever yet could not expand their food section.Substitutes are very much available in the market.Unilever is so huge that it is difficult to keep tract of the information regarding the company.As Bangladesh is a developing country so people faces financial crisis and they tend to spend less beauty products.Local business produce cheaper product but unilever cannot compromise with its quality thus sales falls to come extend.

Agreement of UnileverGovt. has a part in unilever so in case of making any important as per agreement a govt. official has to be present in board of members.

Major competitorsUnilever is dominating in its own field so does not have any major competitors. But if we compare its revenue we have a competitor which is square ltd. and proctor & gamble ltd.

Swot analysisStrength:

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. Reputation all over the world. Huge man power. Established factory.

Swot analysisWeakness:

Reliance on outside raw materials.So many substitutes available in the market.Lack of control in the market. If any disruption arises between company and distributor then the whole market suffers.Lack of informational reliability, since the market is too large.

Swot analysisOpportunities:

Participation within a growing industry.Utilization of changing lifestyle of people for increasing demand.Scope of expanding themarket vertically and horizontally.Application of new tactics and surprise packages.Niche marketing.New product innovation.

Swot analysisThreats:

Threats of the market challengers.A negative effect on peoples spendingbecause of the current financialcrisis.Existence of political unrest though out the country.

Objectives of UnileverGrowth in market shareClearer product differentiationLong term brand value to customersCreating and launching newproducts / services Innovation

ConclusionUnilever Bangladesh limited is one of the leading multinational companies in Bangladesh. During our site investigation, We got an opportunity to observe the overall activities ofmanaging retail environment. This report has provided some interesting insight into what kind of service the customers and retailers are getting and what is their expectation from Unilever Customer Development Department. It also analyzed the perceptions of retailers like how it has helped to build the relationship with UBL as well as increase the sales. As it can be seen that the relationship with retailers has already strengthen now, UBL should try to attract the customer who are not fully satisfied and bring them to the positive side of the road so that strong relationship with the customers should be maintained. UBL should also provide morevalue to itsloyal customers. Finally, we would say that this report at UBL has increased our practical knowledge ofBusiness Administration and made our BBA education more complete andapplied. Thank You !