Marketing and Unilever Bangladesh

CONTENTS 1. Abstracts 2. Objectives of the study 3. Methodology 4. Introduction 5. Analysis of the Marketing strategies 1. Segmentation 2. Targeting 5. 3 lay 6. Marketing mix 6. 1 reaping 6. 2 Price 6. 3 slip 6. 4Promotion 6. 5 package 6. 6 Public relation 6. 7 forwarding 6. 8 Politics 7. Recommendation 8. Bibliography Abstract Unilevers mission is to add Vitality to life. To meet everyday of necessity for nutrition hygiene and person-to-person cargon with brands that serve well people look good, feel good and get more out of life.Its deep roots in local cultures and markets around the world pay off them a strong relationship with consumers and the foundation for future growth. In this assignment, we are going to analyze the marketing strategies of Unilever Bangladesh for two of its brand which is Rexona and ledgeman Excel. We are going to give an over altogether summary of the various marketing breakd take in, targeting, positioning, promotion, distribution and many other marketing mixes of both rexona and surf outmatch. Thus the main objective is to bring some a well organized summary and view of the positioning of these brands compared to its competitors.The corporate purpose of unilever states that to succeed requires the highest standards of corporate behavior towards every angiotensin converting enzyme we work with, the communities we touch, and the environment on which we look at an impact. Hence we are going to show how they have made these two brands as one of the top brands in the world. Objective of the study In this come across 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 geniuss of the consumers in Bangladesh.Rexona- Rexona was origin bothy created in Australia in 1900 by a pharmacist and his wife. Since then it has led the field by providing consumers with cutting-edge technology t hat is proven to deliver outstanding results. Rexona offers a broad range of highly effective antiperspirant deodourants to meet the everyday needs of men and women everywhere. Rexona with its droll active ingredients provides 24-hours vindication against body odour and underarm wetness to attend bread and butter one physically fresh and mentally confident, even in thetoughest moments.The rexona deodarents available in bangladesh are rexona acitv reserve, rexona ice-cool and rexona power. breaker Excel- Surf go past is the highest selling premium washout powder in Bangladesh. everyplace the years it has anticipated the changing washing needs of the Bangladeshi lady of the house and constantly upgraded itself. Surf excel has been a initiate in the unpolished in encouraging others to let their children explore and discover the world around them. For any consequential stains there is Surf excel. Surf excels mod formula effectively removes dried in stains.The surf excels a vailable in bangladesh are Surf excel Pack, surf excel mini and surf excel large pack. METHODOLOGY The focus of this preliminary study was to get the primary information from the copmany itself. Hence we paid a visit to the Unliver bangladesh confederation 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 order to collect the required information from them.The second 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 Unilever commenced their business activities on a larger scale by setting up their first factory in Netherlands, in the year of 1872. Operating in Bangladesh for over the last four decades the company is trying to significantly contribute towards the augmentation of the standard of living by speech world class high quality proceedss at the door step of their customers.The usage of Unilever products by over 80% of the people in Bangladesh stands a recommendation to their successful operation. Constitution Unilever 60. 75% shares, Government of Bangladesh 39. 25%. xad Their array of products show that they produce household care, fabric exculpateding, skin cleansing, skin care, oral care, hair care, personal grooming, and tea based beverage products under worldwide famous brand names Wheel, LUX, Lifebuoy, Fair & Lovely, Ponds, Close Up, Sunsilk, Lipton, Lipton Taaza, Pepsodent, All Clear, Vim, Surf Excel, and Rexona.Analysis of the marketing strategies Unilever produces many products. Among all the products, we are going to concentrate on two of their products which are REXONA and channel-surf EXCEL. Se gmentation 1) Rexona Rexona deodorant segments its product on the basis of demographic segmentation. Demographic segmentation consists of Gender, age, lifestyle, occupation, income etc. The users of Rexona are mostly the young people and those who go to offices regularly. 2) Surf Excel SURF EXCEL is the highest selling detergent powder in Bangladesh.It does non go for traditional mass marketing. Moreover as a detergent powder SURF EXCEL does not even segment its market correspond to gender. 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 Figure 2. 1 shows that Unilever Bangladesh Ltd. segments their market according to geographical areas. The population of the country is segmented into three parts which are urban, sub urban and agrestic area consumers. Targeting ) Rexona Rexona deodorant targets those people who have to go to office and those who spend a long time outside their house. Rexona target millions of people in low-income markets, such(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 pestiferous 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 uncomparable body-responsive technology, which releases extra protection as you need it, youll know that your deodorant wont let you down, giving you the confidence to face the days challenges. From the above statement we can see that Rexona deodorant has positioned itself as number 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 and through better product attributes, harm and quality, offering the product in a different way than the competitors do. The company offers improved quality of products in the industry at an affordable price with high branding, which ultimately 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 clean clothes Actual product its color (white & blue powder), brand name (Surf Excel), features (unique washing powder which clean clothes). Augmented product Give surety 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. Key facts ? worlds largest deodorant in gross sales and market shares ? number 1 position across more than half the world ? proprietary body-responsive technology ? the only brand tailored 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 cannot provide a better pricing. This is due 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 happen 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. lately 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 folderol Cool (40g) 110 Tk 20 g. 3 Tk Power (40g) 100 Tk Free Spirit (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 element of Bangladesh, where the product goes after they are manufactured at Unilevers factory. Table 2 shows 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 i ts 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 middle 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 City 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 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 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 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. picpicpic 3 kg 500g 20g Rexona Rexona has a unique 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. picpicpicp ic Free Spirit Mini Ice Cool Ionic Mini Free Spirit Public Relation 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 build rapport with employees, customers, investors, voters, or the general public. parkland activities include speaking at conferences, working with the press, and employee communication. ShareholdersUnilever conducts its 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 at rest locations. With the help of distributors Unilever can also maintain its product price in such a way that it can also earn a peripheral profit against it cost. Consumers Unilever is committed 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, naive realism 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 much enthusiasm. Over 3,000 students, aged 6 to 12, from 20 city schools took part in 15 fun games under three zones Red, Blue and Orange in two sessions.Surf Excel, a brand of Unilever Bangladesh Ltd, organized the programme in association with Market Access. Politi cs Unilever maintains a cordial relationship with the government of Bangladesh. It has legal 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 mum that the image of two brands in the market meet the customer needs regarding toiletries and cosmetics items. Though there existing 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 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 central chart. 7. To achieve the maximum 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. com. au/ourbrands/personalcare/rexona_products/default. asp Rural Poor urban and Sub Urban Upper Middle and Middle Class Urban Rich