Marketing and Unilever Bangladesh

content 1. Abstracts 2. Objectives of the study 3. Methodology 4. Introduction 5. depth psychology of the merchandiseing strategies 1. Segmentation 2. Tar plumping 5. 3 berth 6. Marketing mix 6. 1 harvest-tide 6. 2 Price 6. 3 bug out 6. 4Promotion 6. 5 Packaging 6. 6 humankind relation 6. 7 Publicity 6. 8 Politics 7. Recommendation 8. Bibliography Abstract Unilevers kick is to add Vitality to life. To accept nonchalant take aims for nutrition hygiene and own(prenominal) c argon with blades that divine service volume pay heed good, feel good and get much than out of life.Its deep roots in local cultures and markets around the military man apportion them a strong traffichip with consumers and the mental home for future growth. In this assignment, we atomic add together 18 spillage to analyze the market strategies of Unilever Bangladesh for twain of its mug which is Rexona and pasture pass. We be passing play to expire an everywhere only summary of the sundry(a) market departmentation, investing, dressing, promotion, distri preciselyion and umteen other trade mixes of both rexona and shop excel. Thus the chief(prenominal) objective is to bring about a well organized summary and imagine of the surveying of these brands compargond to its competitors.The bodily purpose of unilever states that to be requires the nobleest standards of corporate behavior towards all unmatched we work with, the communities we touch, and the environment on which we have an impact. Hence we ar going to show how they have do these two brands as hotshot of the pourboire brands in the homo. Objective of the study In this project our objective is to analyze the 4Ps of marketing i. e. merchandise, Price, Place and Promotion. We are besides going to study how Unilever has targeted its market, segmented and positioned its self-importance in the minds of the consumers in Bangladesh.Rexona- Rexona was origin every last(predicate)y created i n Australia in 1900 by a pill memorialer and his wife. Since then it has led the field by providing consumers with cutting-edge technology that is proven to lay off outstanding results. Rexona offers a ample draw of highly effective antiperspirant de olfactory perceptionants to meet the frequent needs of men and women everywhere. Rexona with its rummy busy ingredients provides 24-hours egis against body odour and sneaky wetness to help keep one physically newly and mentally confident, nevertheless in thetoughest moments.The rexona deodarents available in bangladesh are rexona acitv reserve, rexona ice-cool and rexona power. range leap out- ledgeman excel is the highest interchange allowance slipstream disintegrate in Bangladesh. everywhere the grades it has anticipated the changing washing needs of the Bangladeshi homemaker and continuously upgraded itself. graze excel has been a broach in the country in load-bearing(a) others to let their children explor e and discover the world around them. For any consequential stains there is surf excel. crop excels advanced blueprint effectively removes dried in stains.The surf excels available in bangladesh are graze excel Pack, surf excel miniskirt and surf excel large pack. methodology The focus of this preliminary study was to get the primary tuition from the copmany itself. Hence we give a visit to the Unliver bangladesh family in capital of Bangladesh. We were escorted by a few 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 group of people did you target? 3) what is the positioning of your brand? Hence a detailed questionnaire was developed in inn to collect the required information from them.The entropy 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 wor lds largest and leading multinational companies Unilever commenced their affair activities on a larger home base by setting up their offshoot base factory in Netherlands, in the year of 1872. Operating in Bangladesh for over the snuff it four decades the company is trying to signifi disregardtly contribute towards the augmentation of the standard of living by bringing world layer high quality convergences at the threshold footmark of their guests.The usage of Unilever returns by over 80% of the people in Bangladesh stands a witness to their successful operation. Constitution Unilever 60. 75% parcel of lands, presidency of Bangladesh 39. 25%. xad Their array of merchandises show that they prepare ho pulmonary tuberculosishold care, fabric pl down the stairsing, uncase cleansing, skin care, oral care, hair care, personal grooming, and tea based beverage outputs under widely distributed famous brand addresss Wheel, LUX, Lifebuoy, lovely & Lovely, Ponds, Close Up, Sunsilk, Lipton, Lipton Taaza, Pepsodent, All Clear, Vim, shop jump out, and Rexona.Analysis of the marketing strategies Unilever call downs many crossways. Among all the harvest- eons, we are going to concentrate on two of their products which are REXONA and browse leap out. Segmentation 1) Rexona Rexona deodorant segments its product on the basis of demographic segmentation. demographic segmentation consists of Gender, age, lifestyle, occupation, income and so on The users of Rexona are generally the young people and those who go to offices regularly. 2) breakers pass by SURF EXCEL is the highest marketing detersive powderise in Bangladesh.It does not go for traditional mass marketing. tho as a detergent powder SURF EXCEL does not as yet segment its market according to gender. channel-surf Excel 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 presage 2. 1 shows that Unilever Bangladesh Ltd. segments their market according to geographic areas. The population of the country is segmented into tierce 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 throw a long clock time immaterial their house. Rexona target millions of people in low-income markets, much(prenominal) as Asia, to enjoy the brands benefits via affordable mini-sticks, mini-roll-ons and sachets of deodorant. 2) Surf Excel 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. status 1) Rexona With Rexonas unique body-responsive technology, which releases extra trade protection as you need it, youll kno w that your deodorant wont let you down, giving you the confidence to cope with the days challenges. From the above statement we cease see that Rexona deodorant has positioned itself as number one deodorant brand in the country. Positioning Statement Rexona with its unique progressive 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 break in product attributes, outlay and quality, offering the product in a different room than the competitors do. The company offers change quality of products in the manufacturing at an affordable toll with high branding, which ultimately helps to position the product in the buyers mind as the lift out quality detergent powder. The market share of the company in the detergent powder industry is somewhere around 43%.Since in the detergen t powder industry all products are of same price Unilever freighternot provide its consumers with better price but it is in a great position in reference with its packaging, fragrances and product designing. Marketing Mix crop SURF EXCEL falls under the category of toilet articles product as a detergent powder. SURF EXCEL has three layers- sum total benefit Cleaning clothes authentic product its color (white & blue powder), brand name (Surf Excel), features (unique washing powder which clean clothes). Augmented product Give warranter 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 tolerant spirit, active reserve), brand name (Rexona), styles (body spray & roll on). Augmented product 24- hours freshness guarantee. diagnose facts ? worlds largest deodorant in sales and market shares ? number 1 position crosswise more than half th e world ? proprietorship body-responsive technology ? the only brand well-kept to the individual needs of men and women PriceThough Unilever Bangladesh gives its Surf Excel & Rexona customers a lot in terms of the product itself, it targetnot provide a better pricing. This is due to some constraints in the product industry. Surf Excel & Rexona is a product with a vulnerable convey in Bangladesh. A change in price has a high risk of creating price war among the rivals which will at long last cause a loss of profit. Its prices are almost equal to its competitor. Table 1 shows Surf Excel & Rexona price. Recently 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) degree Celsius Tk 500 g. 70 Tk Ice alter (40g) 110 Tk 20 g. 3 Tk powerfulness (40g) 100 Tk Free Spirit (40g) cxx Tk. Place Unilever Ban gladesh Ltd. has a wide dispersion channel for Surf Excel & Rexona all over the country. The company has six huge warehouses, one in each portion of Bangladesh, where the product goes after they are manufacture at Unilevers factory. Table 2 shows the location of its six warehouses in Bangladesh. The company does not use its own palpitate of transport for distributing its product.However, it has outsourced its distribution process to various third party distributors, exclusively give 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 middle and focal ratio middle class people they are distributing their products all over Bangladesh because of a youthful 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 message advertisements are made in such a way so that the consumers are attracted to buy the product. Rexona & Surf Excel promotes itself by providing new advertisements and making its customer sure of the availability of its new and improved versions of the product. They likewise promote via billboard, magazines and leaflets. An advertisement of Sur Excel pic Packaging Surf ExcelSurf excel is the highest selling premium 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 improving its packaging. Its developing different shapes and sizes of colorful packages in order to attract the customers and retain customers. picpicpi c 3 kg 500g 20g Rexona Rexona has a unique nursing bottle which is protected 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 provides 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 miniskirt Free Spirit Public semblance Public relations are a major mass-promotion tool for an organization. Public relations (PR) are the practice of managing the flow of information between an organization and its publics. PR can be used to skeleton reverberance with employees, customers, investors, voters, or the general public. Common activities entangle speaking at conferences, working with the press, and employee communication. ShareholdersUnilever conducts its operations in accordance with intern ationally recognized principles of good corporate governance. It provides timely, regular and tested information on the activities, structure, financial topographic point 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 to a fault maintain its product price in such a way that it can similarly earn a borderline profit against it cost. Consumers Unilever is committed to providing branded products and go which consistently offer value in terms of price and quality, and which are harmless for their intended use.Products and services are accurately and by rights 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, reality shows, talent course etc. ) occurring throughout the country. Children celebrated the Surf Excel Daag Utsab, an innovative activation campaign, at Dhaka Residential Model College amid much enthusiasm. Over 3,000 students, aged 6 to 12, from 20 city schools took part in 15 fun games under three zones Red, gloomful and Orange in two sessions.Surf Excel, a brand of Unilever Bangladesh Ltd, organized the programme in association with Market Access. Politics Unilever maintains a cordial relationship with the government of Bangladesh. It has wakeless 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 studying 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 alive other competitors but these two brands build up its core customer to fit 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 build up the business- 1. The marketing strategy should be 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 place in the stock veer chart. 7. To achieve the maximum selling the price should be offered with a minimum circumference that can make the maximu m 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 viper http//findarticles. com/p/articles/mi_m0BDW/is_20_42/ai_74699188/ www. unilever. com/brands/personalcarebrands/Rexona. aspx www. unilever. com. au/ourbrands/personalcare/rexona_products/default. asp Rural Poor Urban and wedge heel Urban Upper center field and Middle Class Urban Rich