Introduction:In this competitive business world, marketing is an
essential part of any company. The main two ideas of marketing are
to attract the market and do the activities to retain them.In order
to do the jobs of marketing, a proper marketing strategy is very
important. Without having a complete plan the job of marketing will
left with many excuses and even it could create a disturbing
consequence for the company. So, to have an appropriate marketing
strategy for every product of the company is very necessary.There
are many companies in Bangladesh serving to people. All the leading
companies have a strong marketing department where the marketing
strategies and marketing mix are made.Unilever is one of the
leading company in Bangladesh, which is serving the people of
Bangladesh over four decades. Unilever has many brands to serve
with. Those are Wheel, Lux, Lifebuoy, Fair & Lovely, Ponds,
Close-Up, Taaza, Sunsilk, Pepsodent, Clear, Vim, SurfExel, Dove,
Vaseline, Lakme & Axe.Lets take a quick glance of this global
brand named Unilever.
No matter who you are, or where in the world you are, the
chances are that our products are a familiar part of your daily
routine. Every day, around the world, people reach for Unilever
products.Unilever Global Unilever is an Anglo-Dutch company, with a
history of colonial exploitation, on which it has gradually built
its capital. Today it owns most of the world's consumer product
brands in food, beverages, cleaning agents and personal care
products. Unilever employs more than 247,000 people and had
worldwide revenue of 48 760 million in 2002. Unilever has two
parent companies: Unilever NV in Rotterdam, Netherlands, and
Unilever PLC in London, United Kingdom. This arrangement is similar
to that of Reed Elsevier, and that of Royal Dutch Shell prior to
their unified structure. Both Unilever companies have the same
directors and effectively operate as a single business. The current
non-executive Chairman of Unilever N.V. and PLC is Antony Burgmans
while Patrick Cescau is Group Chief Executive. Unilever's major
competitors include Nestl and Procter & Gamble.History of
Unilever William Hesketh Lever founded Lever Brothers in 1885.
Lever established soap factories around the world. In 1917, he
began to diversify into foods, acquiring fish, ice cream and canned
foods businesses. In the Thirties, Unilever introduced improved
technology to the business. The business grew and new ventures were
launched in Latin America. The entrepreneurial spirit of the
founders and their caring approach to their employees and their
communities remain at the heart of Unilever's business today.
Unilever was formed in 1930 when the Dutch margarine company
Margarine Unie merged with British soap maker Lever Brothers.
Companies were competing for the same raw materials, both were
involved in large-scale marketing of household products and both
used similar distribution channels. Between them, they had
operations in over 40 countries. Margarine Unie grew through
mergers with other margarine companies in the 1920s. In a history
that now crosses three centuries, Unilever's success has been
influenced by the major events of the day economic boom,
depression, world wars, changing consumer lifestyles and advances
in technology. And throughout they've created products that help
people get more out of life cutting the time spent on household
chores, improving nutrition, enabling people to enjoy food and take
care of their homes, their clothes and themselves. Through this
timeline you'll see how UBL brand portfolio has evolved. At the
beginning of the 21st century, path to Growth strategy focused us
on global high-potential brands and Vitality mission is taking us
into a new phase of development. More than ever, how brands are
helping people 'feel good, look good and get more out of life' a
sentiment close to Lord Leverhulme's heart over a hundred years
ago.
TIMELINE9th centuryAlthough Unilever wasn't formed until 1930,
the companies that joined forces to create the business we know
today were already well established before the start of the 20th
century.
1900sUnilever's founding companies produced products made of
oils and fats, principally soap and margarine. At the beginning of
the 20th century their expansion nearly outstrips the supply of raw
materials.
1910sTough economic conditions and the First World War make
trading difficult for everyone, so many businesses form trade
associations to protect their shared interests.
1920sWith businesses expanding fast, companies set up
negotiations intending to stop others producing the same types of
products. But instead they agree to merge- and so Unilever is
created.
1930sUnilever's first decade is no easy ride: it starts with the
Great Depression and ends with the Second World War. But while the
business rationalizes operations, it also continues to
diversify.
1940sUnilever's operations around the world begin to fragment,
but the business continues to expand further into the foods market
and increase investment in research and development
1950sBusiness booms as new technology and the European Economic
Community lead to rising standards of living in the West, while new
markets open up in emerging economies around the globe.
1960sAs the world economy expands so does Unilever and it sets
about developing new products, entering new markets and running a
highly ambitious acquisition programmed.
1970sHard economic conditions and high inflation make the '70s a
tough time for everyone, but things are particularly difficult in
the Fast Moving Consumer Goods (FMCG) sector as the big retailers
start to flex their muscles.
1980sUnilever is now one of the world's biggest companies, but
takes the decision to focus its portfolio, and rationalize its
businesses to focus on core products and brands.
1990sThe business expands into Central and Eastern Europe and
further sharpens its focus on fewer product categories, leading to
the sale or withdrawal of two-thirds of its brands.
The 21st centuryThe decade starts with the launch of Path to
Growth, a five-year strategic plan, and in 2004 further sharpens
its focus on the needs of 21st century-consumers with its Vitality
mission.
Unilever Bangladesh LimitedThe history Unilever Bangladesh Ltd
is one of the worlds most successful fast moving consumer goods
manufacturing companies with local manufacturing facilities,
reporting to regional business groups for innovation and business
results. Lever Brothers Bangladesh Ltd. as a subsidiary of Unilever
is leading the home care, personal care and food product market of
Bangladesh. On 25th February 1964 the eastern plant of Lever
Brothers Pakistan Ltd. was inaugurated at Kalurghat, Chittagong
with a soap production capacity of approximately 485 metric tons.
It was a private limited company with 55% share held by Unilever
and the rest by the Government of Pakistan. After independence the
eastern plant was declared abandoned. But on 5th July 1973 it was
registered under the name of Lever Brothers Bangladesh Ltd. as a
joint venture company of Unilever PLC and the Govt. of Bangladesh
with a share arrangement of 60.75% to Unilever and 39.25% to the
Bangladesh Govt.Unilever today Unilever brands are trusted
everywhere and, by listening to the people who buy them, they've
grown into one of the world's most successful consumer goods
companies. In fact, 150 million times a day, someone somewhere
chooses a Unilever product. UBL have a portfolio of brands that are
popular across the globe - as well as regional products and local
varieties of famous-name goods. This diversity comes from two of
their key strengths: Strong roots in local markets and first-hand
knowledge of the local culture. World-class business expertise
applied internationally to serve consumers everywhere.
Type of business:Fast Moving Consumer Goods company with local
manufacturing facilities, reporting to regional business groups for
innovation and business results. Operations:Home and Personal Care,
Foods Constitution:Unilever - 60.75% shares, Government of
Bangladesh - 39.25%
Employees:Unilever Operations in Bangladesh provide employment
to over 10,000 people directly and through its dedicated suppliers,
distributors and service providers.99.5% of UBL employees are
locals and we have equal number of Bangladeshis working abroad in
other Unilever companies as expatriates.At the heart of the
corporate purpose, which guides us in Unilever approach to doing
business, is the drive to serve consumers in a unique and effective
way. This purpose has been communicated to all employees
worldwide.Mission:Adding Vitality to LifeUnilever's mission is to
add Vitality to life. We meet everyday needs for nutrition, hygiene
and personal care with brands that help people feel good, look good
and get more out of life.Vision:Every day, our products touch the
lives of over 160 million people whether that's through feeling
great because they've got shiny hair and a brilliant smile, keeping
their homes fresh and clean, or by enjoying a great cup of tea,
satisfying meal or healthy snack.Logo and Slogan:
Slogan: FEEL GOOD, LOOK GOOD AND GET MORE OUT OF LIFE
2.6 Objective:Objective means the goals that the business must
achieve in order to meet its wider business objectives.Unilevers
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
2.7 Current Marketing Situation:2.7.1 SWOT AnalysisThe 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.
If any disruption arises between company and distributor then the
whole market suffers. 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
peoples spending because of the current financial crisis Existence
of political unrest though out the countryThe motto of Unilever is
to hold its strengths the longest time possible. It is also working
constantly with a view to using its opportunities at best. In spite
of being the market leader Unilever Bangladesh has some weaknesses
and threats. Its research department is working hard to make
strategies to overcome those weaknesses and threats.
2.7.2 Industry Analysis: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.
2.7.3 Competitive Analysis: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, Unilevers 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.List of Marketing
offerings (Product & Services of the Organization):Brands:1.
Rin,2. LUX, 3. Lifebuoy,4. Fair & Lovely, 5. Pond's,6. Close
Up,7. Sunsilk,8. Taaza,9. Pepsodent,10. Clear,11. Vim,12. Surf
Excel,13. Rexona,14. Dove,15. Vaseline &16. Lakme.17.
Pureit
Business Portfolio(SBUs) of the organization:
1.2.1.1 Fabric Wash1.2.1.2 Household care1.2.1.3 Personal
care1.2.1.4 FoodsFabric WashWheel Laundry Soap Wheel Washing Powder
Wheel Power White Surf ExcelHousehold Care
Vim Powder Vim Bar Vim LiquidPersonal Care
Personal Wash International Lux Lifebuoy Total Dove barLifebuoy
Liquid soapSkin CareFair & Lovely Multivitamins Fair &
Lovely Body Fairness Milk Fair & Lovely AyurvedicFair &
Lovely Menz Active Ponds Age Miracle range Ponds Daily Face Wash
range Ponds Cold CreamPonds Perfect result Cream Ponds Dream Flower
Talc Ponds flawless white range Ponds White Beauty Range Ponds Body
Lotion Lakme skin care products Dove skin care products Vaseline
skin care products Hair Care Sun Silk Shampoo All Clear Shampoo
Lifebuoy Shampoo Dove shampooAll Clear Hair OilOral Care Close-up
Toothpaste Pepsodent Toothpaste Pepsodent Toothpowder Pepsodent
Tooth brushDeodorant Rexona AxeFoodsLipton Taaza Danadar Lipton
Taaza strong Lipton Taaza Teabag.Figure 2.1: Brand category of
UBLWater purifier:
Strategies followed by the company 2.11.1 Functional Level
Strategies: Unilever Bangladesh Ltd follows different functional
level strategies to gain competitive advantages and sustain it in
the long run in the matured industries. They increase their
efficiency through exploiting economies of scale and learning
effects. For example, 808,720 bars of soaps, 1,023,810 packets of
detergent powders, 154, 430 toothpaste tubes and sachets,329, 530
bottles and sachets of shampoo, 156, 910 tubes, jars, bottles and
sachets of creams and lotions, and 35, 000 packets of tea are
produced in one day in Bangladesh by Unilever. They adopt flexible
manufacturing technologies, upgrade the skills of employees through
training and perform research and development function to design
products that are easy to manufacture. They have higher customer
responsiveness rate. They carry out extensive research to innovate
new products and modify the existing products to better satisfy the
consumers. They continuously innovate products, promotional
activities, packaging and distribution. This way they can respond
quickly to customer demands.
Business-Level Strategies: Unilevers strategic managers adopt
different business level strategies to use the companys resources
and distinctive competencies to gain competitive advantage over its
rivals. These are: They also follow differentiation strategy for
some products to meet the needs of the consumers in a unique way.
They also target different market segments with different products
to have broad product line. By product proliferation they reduce
the threat of entry and expand the range of products they make to
fill a wide variety of niches.
2.11.3 Strategy in the Global Environment Unilever Bangladesh
Ltd. is registered under Unilever. As a part of a global company it
follows some generalized strategies and principals of Unilever.
However, they also modify different strategies based on the
national conditions. The different strategies that they follow in
the global environment are stated below: As a worldwide famous
company and comprising internationally renowned brands gives them
unique strengths that allow a company to achieve superior
efficiency, quality, innovation, or customer responsiveness. The
different policies and strategies Unilever follows and their
experience is transferred to Unilever Bangladesh Ltd. They import
the raw materials from the places where it is less costly, thus
achieve location economy. They are locally responsive. They are
always ready to improve and modify their products to meet the needs
of the local customers. UBL follows a multi domestic strategy where
the companies extensively customize both their product offering and
marketing strategy to different national conditions.
2.11.4 Corporate strategy: UBL carries out the following
corporate level strategies: They involve in short term contracts
and competitive bidding for the supply of raw materials. They have
a diversified business. UBL has both related and unrelated
diversification. They compete in nine different industries with
various products from home care, personal care and even food
products. They have economies of scope as most of the products can
share the same manufacturing facilities, inputs and specially the
distribution channels.
Implementation of Product-Market Expansion Grid Strategies
The matrix allows marketers to consider ways to grow the
business via existing and/or new products, in existing and/or new
markets there are four possible product/market combinations. This
matrix helps companies decide what course of action should be taken
given current performance. The matrix consists of four
strategies:
Market penetration (existing markets, existing products): Market
penetration occurs when a company enters/penetrates a market with
current products. The best way to achieve this is by gaining
competitors' customers (part of their market share). Vaseline and
Wheel are the example of existing products in existing market of
Unilever.
Product development (existing markets, new products): A firm
with a market for its current products might embark on a strategy
of developing other products catering to the same market (although
these new products need not be new to the market; the point is that
the product is new to the company). Lux, , Ponds are the new
products but in new market of Unilever.
Market development(new markets, existing products): An
established product in the marketplace can be tweaked or targeted
to a different customer segment, as a strategy to earn more revenue
for the firm. Sunsilk, Lux (mini pack) are the existing products
but in new markets of Unilever.
Diversification(new markets, new products): Company entering new
markets where it had no presence before. Fair & Lovely, Clear
men styl-express are the new products also in new markets of
Unilever.
Professional Marketing campaign at a glance
Professional marketing, a unique yet effective activation
campaign began its activities in January 2013 and is scheduled to
end by the end of this year. Unlike most activation campaigns,
where the activations are designed to create value for consumers by
directly reaching out to them, in this campaign the activities will
be carried out for a huge number of dermatologists and dentists-
professionals who will in turn aid us in reaching out our target
market. This campaign will be a building bridge between health
experts and consumers.
Objective of this campaign: Unilever Bangladesh has numerous
brands in Oral and Skin care- all of which are scientifically
proven to be effective. An internal study carried out by UBL
revealed that consumers highly rely on the advice provided by
dentists and dermatologists for their oral and skin problems- hence
Unilever believes that it is of high importance to meet these
specialists and inform them about their exists products and their
effectiveness. If these specialists endorse their brands and
recommend them to the target group then the credibility of these
brands will go up and it will also help the brands to stand out
amongst competitors products- ultimately boosting up sales volume.
Hence, with this objective the activation team of UBL has
successfully visited 1064 dentists, 285 dermatologists and 628
clinics all over Dhaka city till date and has planned to carry
forward this initiative all over the country.
The campaign activities: UBL arranges a team of enthusiasts
known as Brand Detailing Officers (BDO) who are prepared beforehand
with meticulous training. As these officers will be representing
UBL so they must have adequate knowledge about the product which
they will be detailing to doctors/dermatologists. In addition,
these officers are be trained to be highly skilled in giving
presentations and to showcase bold deliberation and confidence to
be expert spokesman of the brands that are assigned to them.
The activities follow a process as such:
1. Brand Detailing Officers meet assistants of various and take
an appointment from them at a specific date2. On that pre-specified
date, BDOs visit the dermatologists/dentists and deliver them a
brochure which has detailed information regarding product
specifications3. The BDOs then show a presentation on an electronic
gadget (a tablet) provided to them specifically highlighting the
features and usefulness of the brand- an activity known as
detailing.4. The BDO will answer any queries of the
dentist/dermatologist.5. Finally, the BDO will provide a sample of
the brand as a present to the specialist to enhance their
confidence about UBLs brands6. The BDO will then ask the specialist
to fill up a feedback form and request them to recommend UBLs
product to their patients.
The processes mentioned above are shown through illustrations as
follows:
Step 1Figure: Unilever brands introduction
Step 2Figure: Scientific content detailing
Step 3Figure: Video presentation
Step 4Figure: Gift presentation
Step 5:Figure: Feedback form being filled up by a dentist
Also, to enlighten dermatologists about the effectiveness of
UBLs skin care brands (Clear, Vaseline, Ponds, Dove, Fair and
Lovely), the activation team had organized various skin experts
conferences in 2012 for these brands respectively. In addition, a
Dental Experts Conference was arranged in 2012, named Pepsodent
Dental Experts Conference, to convey the therapeutic features of
Pepsodent and to generate frequent endorsement in favour of this
brand from the dentists.
Also, in order to build up a long term relationship with
dentists and dermatologist, UBL sends them postcards/emails/mobile
messages on their special occasions such as birthdays,
anniversaries, childrens birthdays and so on. Recurrent sharing of
scientific information in light of remedial perspective has already
made Pepsodent a promising oral care brand to the dentist for their
patients.
Figure: Birthday card wish from Pepsodent
UBL conquers the mind of a dentist through branding dental
chambers and dental colleges with Pepsodent branded signboards-
both for Pepsodent Gum Care and Pepsodent Sensitive Expert. By
providing shop signs and internal accessories branded with
Pepsodent, UBL boosts up their mutual commitment with those
specialists.
Figure: Dental Chamber branding
Figure: Dental Clinic branding
Another attractive feature of the Professional Marketing
campaign is Pepsodent Dentibus; the first of its kind. The
Pepsodent Dentibus activation began its journey from 13th January
2013 and shall be continued till December. The Dentibus is a
modified, well- equipped bus sponsored and managed by Pepsodent
that goes around the country carrying free dental check up
facilities and expert advice of good oral care. The Pepsodent
Sensitive Expert Dentibus provides services to schools and colleges
within Dhaka, while the Gum Care Dentibus travels in various places
outside the city.
PROMOTIONAL MIX IN UNILEVER
Unilever uses its promotional mix through the following steps:
ADVERTISING
PERSONNEL SELLING
SALES PROMOTION
PUBLIC RELATIONS
ADVERTISING: Presentation and promotion of ideas, goods, or
services by an identified sponsor.Examples: Print ads, radio,
television, billboard, direct mail, brochures and catalogs, signs,
in-store displays, posters, motion pictures, Web pages, banner ads,
and emails.
PERSONNEL SELLING: Process of helping and persuading one or more
prospects to purchase a good or service or to act on any idea
through the use of an oral presentation.Examples: Sales
presentations, sales meetings, sales training and incentive
programs for intermediary salespeople, samples, and telemarketing.
Can be face-to-face or via telephone.
SALES PROMOTION: Media and non-media marketing communication are
employed for a pre-determined, limited time to increase consumer
demand, stimulate market demand or improve product
availability.Examples: Coupons, sweepstakes, contests, product
samples, rebates, tie-ins, self-liquidating premiums, trade shows,
trade-ins, and exhibitions.PUBLIC RELATIONS: Paid intimate
stimulation of supply for a product, service, or business unit by
planting significant news about it or a favorable presentation of
it in the media.Examples: Newspaper and magazine articles/reports,
TVs and radio presentations, charitable contributions, speeches,
issue advertising, and seminars.
PERSONNEL SELLING:
A direct Vendor Selling Activity was coordinated and carried out
during the summer months of June, July, and August 1999 in Lahore.
A team of vendors, clad in branded T-shirts, caps and jackets, sold
chilled 0.5 liter bottles to travelling customers on all major
intersections. The brand got great mileage out of this innovative
idea of personal selling in terms of brand awareness, paid trial,
image as well as real sales.
SALES PROMOTION:
Specific promotions of Unilever beverages were arranged in some
of the key outlets of Lahore .Elaborate shelf space wasacquired for
product display and specially designed POS material was extensively
used to promote sales. On a 12-bottle purchase of 1.5 ml, one 1.5
ml bottle was offered free to consumers. Similarly on a 6-bottle
purchase of 1.5 ml, one 0.5 ml bottle was offered free. Regarding
trade promotion, the retailer was also given an additional discount
of 4 % during this sales promotion. Not only did the sales of
Unilever grow tremendously during the promotion, these continued at
a higher pace even after it was over.
PUBLIC RELATIONS: As far as the public relations are concerned,
the organization releases an annual report which includes the
company's financial statements along with the sales of all product
categories. The annual report is mainly aimed at the stockholders.
However, another very important form of public relations is the
newsletters and bi-monthly magazines issued by the organization. A
huge amount of information is found in these regarding the products
and their promotion. In the same way, Unilever was given quite a
bit of importance in the newsletters issued after its launch, which
obviously helped incretion of the awareness of this brand.
PRINT ADVERTISING:The print media have always been a popular
advertising medium. Advertising products via newspapers or
magazines is a common practice. the print media also offers options
like promotional brochures and fliers for advertising
purposes.Unilever Pakistan also very much involved in making the
presence in consumers mind by print advertisements. Unilever is
using almost all methods to capture the consumers attraction. Some
are listed below News Papers:Unilever always go on top in ranking
when it comes to deliver the message effectively to the consumer.
They use very handy tool Newspaper to deliver their message for
promotion their product or introducing new one in the market. That
would help in increasing the awareness of product ad also makes the
sales healthier. Unilever use many of the brands to advertise in
newspapers like, The News, Dawn, Jung. Khabrain, akhbaar e jahaan.
Etc. Magazines: Unilever is also using that tool to exchange the
information about the product to the consumers. It is quite obvious
thing that people do read the magazines. And goo advertisement can
attract them. Unilever Pakistan by keeping the target audience in
mind actually targets Females more. As house hold products are more
rottenly used by females. They advertise in Time, Firdoys, Life,
Lounge, Humsay, ext. Broachers & Flayers:Broachers and flayers
are also very helpful tool to promote the brand. Unilever do
advertise through Broachers and Flayers in large scale, they
merchandise the product by their merchandisers in every market they
visit and provide their product. Displaying the product through
Broachers and flayers in front of the shop is an easy way to convey
your message to consumer.
Television/Radio:TV commercials are the most affective and easy
way to deliver your message to others. Unilever advertise through
Broadcast media very aggressively. Every new product advertised on
TV screen and Radio, to make people aware of product and build the
relationship amongst the product and the people. Unilever
approaches almost all TV channels for advertising. For example GEO
TV, AAJ, HUM, DUNIYA NEWS, FASHION TV, MASALA TV, and many more.
Bill Boards:Unilever advertise heavily through Bill boards. They
target the main Roads of city and display their product on the big
screen. This is good place to advertise the product, because
everyone uses the road for journey and un consciously
attractiveness in ads will force the consumers to take a look at
them. Unilever also use the tool of displaying their name in front
of shops by make their Electric Boards for display by their name.
Internet:Unilever use internet to advertise. And targets the
audience through different well known and well established
websites. They place the Banner Ads aside the page or at Top of the
page. They are also using Social Networking sites to be in touch
with their consumers all the time. Like Facebook, tweeter, Orkut
ext.
PEROSNAL SELLING:Personal selling occurs where an individual
salesperson sells a product to a client. Salespeople match the
benefits of their offering to the specific needs of a
client.Unilever do use this method to sell their product in big
organizations, hotels, motels, Restaurants. But the image of a
product states its need in market which is very satisfactory. FMCG
dont need more of hassle to sell its product. It is daily used
product and offer best quality in returns of consumers believe in
product.
SALES PROMOTION:Sales promotion is the process ofpersuading a
potential customerto buy the product. Sales promotion is designed
to be used as ashort-term tacticto boost sales it is not really
designed to build long-term customer loyalty. Some sales promotions
are aimed at consumers. Others are targeted at intermediaries (such
as agents and wholesalers) or at the firms sales force.To increase
the sale of any product Unilever Pakistan adopts different measures
like sample, gift, bonus, and many more. These are known as tools
or techniques of sales promotion. There Is more about some of the
commonly used tools of sales promotion in Unilever.
Free samples:Samples of shampoo, washing powder, coffee powder,
etc are provided In stores, markets for free. It consist of the
same product like original but In lesser quantity, packaging. Bonus
offer: Increase in quantity is called bonus offer for the consumer,
which enables him to purchase more by giving same amount. Unilever
gives many bonuses in its existing product time by time. Whole
seller schemes: Unilever also offer different discount rates for
its whole sellers. To increase the interest and encourage the
wholesale purchase discount offers also remains very positive
business. METRO Store and CSD Store in Rawalpindi and Islamabad are
the best examples of purchasing the product in larger quantity with
discount rate.
Price-off offer:
Under this offer, products are sold at a price lower than the
original price Rs 2 off on purchase of lifebuoy soap, Rs. 15 off on
a pack of 250 grams of Tea, Rs. 1000 off on cooler etc. are some of
the common schemes. These schemes are designed to boost up sales in
off-season and sometimes while introducing a new product in the
market.
Fairs and Exhibitions:
Fairs and exhibitions may be organized at local, regional,
national or international level to introduce new products, reveal
the products. Their sale is also conducted at a reasonable
discount. National Trade Fair held in Karachi last summer which is
held from 14th to 27th November every year, is a well known example
of Fairs and Exhibitions as a tool of sales promotion of Unilever
Pakistan.
Social activities of Bangladesh
Shada moner manushIn Bangladesh, there are people with hearts of
gold, people we call Shada Moner Manush. These people have
dedicated themselves to improving the lives of those around them,
not for monetary gain or for political benefit but because they
care.
These people have dedicated themselves to improving the lives of
those around them because they care. Some have chosen to spread the
light of education, some have been providing free health care to
those in need and some have taken it upon themselves to increase
the natural beauty and help improve the environment of
Bangladesh.
Uttorone NariThe Fair & Lovely Uttorone Nari Program has
brought the opportunities of computer education to girl students of
economically weaker sectionsIn 2003, Fair & Lovely - the
popular skin care cream in Bangladesh sponsored meritorious girl
students from secondary school level to computer education from a
world classcomputer training institute, spread out in various
branches in all districts of the country. More than 1500 girl
students were nominated throughout the country to be trained under
this program.
Working with SSKSUnilever came forward to support an institution
that provides free primary education to children of lowest income
families. There exist some institutions that provide education to
these hapless children and one such organisation is Shathee Samaj
Kalyan Samity (SSKS), an NGO working for the slum residents in the
citys posh residential area- Banani.This program includes:
Free evening school Getting more out of life Hygiene &
healthScholarships for higher educationFAL Foundation is
providinghigher education scholarships for women with the potential
and passion for university education and a professional career.The
scholarship program was one such initiative that supported the
dreams of talented women from economically disadvantaged
families.In the scholarship program FAL Foundation
providesscholarship worth Taka 25,000 tofemale studentsto pursue 4
year under-graduate studies in the fields of Arts, Commerce,
Science, Engineering, Higher AgroScience, and Medicine. More than
2000 applications are received each year for this scholarship
program.
Empowering WomenIn Bangladesh, like many other developing
countries, women facing the same poverty issues as men are subject
to additional social and policy biases. For this, they remain
backward in terms of education and economic independence. Therefore
their need for a guide with a sincere mission to enhance the state
of the Bangladeshi women is recognized by all quarters.
Fair & Lovely FoundationKeeping this mind and womens
empowerment at the forefront, Fair & Lovely Foundation was
set-up as a social initiative by Unilever Bangladesh Limited on 15
June 2004 under its leading skin care brand Fair & Lovely. The
mission of the Foundation is to "Encourage economic empowerment of
Bangladeshi women through information and resources in the areas of
Education, Career and Enterprise"
Lifebouy floating hospitalLaunched in 2002, the Lifebouy
Friendship Hospital plies up and down the 'char' regions with a
full team of medical experts and a well stocked dispensary
providing free health services and health education.The hospital
boat boasts an unprecedented array of on-board facilities,
including a patient observation ward, a gynecological and
obstetrics room, an antenatal check-up clinic a small surgery for
minor operations, a pathological lab,a dental surgery
Health educationIn addition, the hospital has a dedicated health
education team. The team is responsible for running much needed
education programmes on basic health issues, such as nutrition,
sanitation and safe motherhood.Unique impactThe floating hospital
really is unique and its impact across the char regions is
difficult to fully appreciate. To date, over 200,000 char-dwellers
have had access to the hospitals free health services - many of
whom have never had any kind of formal medical attention in their
lives. The hospitals team of health professionals immunised 17,500
children against common water-born illnesses and other diseases
WEALTH ProgramIn its maiden programme entitled "WEALTH" in 2004,
the Fair & Lovely Foundation trained 310 women in 9 districts
across the country. Initially, women with small businesses or at
least the aspiration to start something on their own were selected
for the training. The 11-day long project was divided into two
parts. First five days training consisted of business management
while the next six days were dedicated to practical hands-on
training.
Vocational trainingCoursesoffered for the participants included
: Mini garments and tailoring Pickle Making Handicrafts
Floriculture and Nursery Food processing Pottery Poultry
Farming
Providing for a familyMrs. Aleya is a mother of three who had to
provide for her family when her husband suddenly passed away. With
the help of her brothers she bought a sewing machine. The WEALTH
program trained her to set up a mini garments and tailoring shop
and she now has an income of US$ 400a month, whilst employing 15
other women.
Health awarenessFacing the major challenge of communicating to
consumers across Bangladesh, our health brands Lifebouy and
Pepsodent initiated health awareness campaigns that have brought
the message of healthy living to millions of people.