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Course Title: Marketing ManagementCourse Code: EM-520
Name IDSyed Akhtar-Uz-Zaman 3-13-24-028Rubaeth Islam 3-13-26-084khairunnesa 3-13-26-040Mahmudul Hasan 3-13-25-081Md.Amran Hosen 3-09-17-054
Under the Supervision ofEthica TanjeenAssistant Professor Department of Management
MARKETING MIX
MARKETING MIX OF UNILEVER BANGLADESH LIMITED
On any given day, two billion people use our products to look good, feel good and get more out of life.
Unilever has more than 400 brandsMore than 172,000 people work for Unilever
MARKETING MIX
History:The term 'marketing mix' was first used in 1953 when Neil Borden, in
his American Marketing Association presidential address
Marketing Mix is a combination of marketing tools that a company uses to satisfy their target customers, and achieving organizational goals.
MARKETING MIX
MARKETING MIX - PRODUCT
Product means the goods-and-services combination the company offers to the target market.
Product may be tangible (goods) or intangible (services).
MARKETING MIX - PRODUCT
Product decisions
What to offer? Brand name Packaging Quality Appearance Functionality Accessories Installation After sale services Warranty
MARKETING MIX - PRICE
“Price” refers to how much you charge for your product or service.
Your pricing approach should reflect the appropriate positioning of your product in the market
MARKETING MIX - PRICE
Price decisions
Pricing Strategy (Penetration, Skim, etc) List Price Payment period Discounts Financing Credit terms
MARKETING MIX - PLACE
“Place” refers to the distribution channels used to get your product to your customers.
It not only includes the place where the product is placed, all those activities performed by the company to ensure the availability of the product tot he targeted customers.
MARKETING MIX - PLACE
Place decisions
Placement Distribution channels Logistics Inventory Order processing Market coverage selection of channel members
MARKETING MIX - PROMOTION
“Promotion” refers to the advertising and selling part of marketing.
It is how you let people know what you’ve got for sale.
MARKETING MIX - PROMOTION
Promotion decisions
Advertising Media Types Message Budgets Sales promotion Personal selling Public relations/publicity Direct marketing Sponsorship
MARKETING MIX
Value perceived in the mind of the consumer
Cover location, distribution, channels and logistics
Marketing communications
Collection of features and benefits that provide customer satisfaction
Overview of “Unilever”
History
•1930-Formed as lever brothers•1969-A time for growth•1999-Restructuring and consolidating•2009-Forgoing new path•2015-Sustainable living
Operational highlights •Underlying sales growth up 2.9%, ahead of our markets, with volume 1.0% and price 1.9% • Core operating margin up 40bps at current exchange rates• Gross margin declined 0.2 percentage points driven by currency-related cost
Unilever Bangladesh limited•Stated in Kalurghat,Chittagong•Employment over 30000 people and 99.8% are local employees•Operations: Home and Personal Care, Foods
.
Mission Unilever's mission is to add Vitality to life. They meet everyday needs for nutrition; hygiene and personal care with brands that help people feel good, look good and get more out of life.
VisionUnilever is a unique company, with a proud history and a bright future. We have ambitious plans for sustainable growth and an intense sense of social purpose. To make cleanliness a commonplace; to lessen work for women; to foster health and contribute to personal attractiveness
The goals of UBL are: •To manufacture high-standard products. •Promoting products to the highest extent •Producing large volume to achieve production cost economies. •Enabling quality products to be sold out at obtainable prices
In Bangladesh the cosmetics and toiletries Market
UNILEVER’S CONTRIBUTION Unilever Making a positive contribution to society through their brands, the commercial operations and relationships, their voluntary contributions to the community and through their wider engagement with Bangladeshi society. 72% of the company’s value addition is distributed to the Government of Bangladesh.
UNILEVER MARKETING MIX
UNILEVER MARKETING MIX
LUX – INTRODUCTION
1916LUX launched in USA as Laundry
soap
1929LUX launched
in India Sub-continent1925
LUX launched in USA as Toilet
soap
1960LUX went colored
1964LUX begins
its journey in BD
PRODUCT VARIANTS
Lux Solid bar Lux Body Wash
PRODUCT VARIANTS
PRODUCT LIFE CYCLE OF LUX
LUX – LAST UPDTE Lux pioneers soap from algal
oils(Sustainable alternative to Palm Oil) Lux body wash with long-lasting
fragrance
LUX – PRICE
Types Price/Weight
Lux Sandal & Cream Soap Tk 45/125gms
Lux Strawberry & Cream Soap TK 40/150gms
Lux Peach & Cream Soap Tk 40/150gms
Competitive prices: Neither high nor low
Premium PopularEconomy
LUX – PLACE(DISTRIBUTION CHANNEL)
LUX – PROMOTION
Business and sales force promotion Consumer promotion Sales Promotion
LUX – PROMOTION Business and sales force promotion TV Advertisement Billboard Newspaper
LUX – PROMOTION(CELEBRITY ENDORSEMENT)
LUX – PROMOTION
Sales PromotionLux Gold Coin offer
LUX – PROMOTION
Consumer promotion
LUX – PROMOTION
Unilever
MARKETING MIX
Dove Deep Moisture
Body Wash with NutriumMoisture
SEGMENTATION
• UsingoOrdinary
Soaps/Shower Gels.
oOther Body Washes.
o After shower moisturizers.
• Focuses on Women o Of Age Group
18+o Using beauty
products.o Of upper-middle
class.
Product– Affordable.– Huge quantity provided.– Moisturizes skin very
well.– Cleans effectively.– Improves skin quality
with regular use.– Rich lather.– Not a lot of quantity
required in a single use.– Pleasant smell.– Sturdy cap, travel
friendly
MARKETING MIX• Price
o $5.49 for 20 0z (TK.500)o No Penetration Pricing
• Placeo Currently available in US,
Canada, Mexico, Netherlands and South Africa.
o Also available in Bangladesh and all over the worlds via online retailers.
MARKETING MIX Promotion
• Campaigns
• Magazines
MARKETING MIX Promotion
• Social Media
• Visual Media
Marketing Research• Primary Data
o Through Survey in o Social Mediao Shopping Mallso Telephonic Interviewo Eventso Campaigns.
o Focus Groups: Young to Middle aged women.
SURF EXCEL
PRODUCT Product range Surf excel detergent bar Surf excel blue Surf excel quick wash Surf excel automatic Surf excel top-load & front load Target market Sachet packet (TK4/-) – mass market ,
convenient & affordable Detergent bar , Surf excel blue , surf excel
automatic– middle class & upper middle class
SURF EXCEL: SEGMENTATION
PRICE
25 gram 4taka
50 gram 8taka
1000 gram 200taka
2000 gram 380taka
PROMOTIONMEDIA STRATEGY (TRADITIONAL)
Various categories of communication systems like broadcasting, print media, etc. are used for Surf Excel
Billboards and posters In the Print Media, such as newspapers, magazines, direct mails, out doors,
etc. are used In the broadcasting media, television and radio (FM channels) are the major
tools The frequency of ads is higher during the time slots 1.00 pm to 3.00 pm and
9.00pm to 11.00 pm for stronger impact on target population Word of mouth publicity Surf Excel : “Dirty is god”“Dag theke darun kichu” “ek
ghoshatei poriskar”
PLACE On the basis of Surf Excel Unilever is focusing on all
areas through which it is possible to cover different classes needs. That is why Surf Excel is easily available at general stores as well as departmental stores, e.g. mamun Store, badda departmental store,Gulshan dcc market.
Surf Excel is being position in different departmental store on the base of taking a specific area among other brands. Moreover, Unilever is focusing on the indirect marketing channels where they sell Surf Excel through retailers. Sales Force in Surf Excel is divided into 3 types: General Trade (general stores), Local modern trade (super stores),and International Modern trade (Large houses such jomuna future park.mustafa mart)
CLOSEUP MARKETING MIX
PRODUCT Product The level of product may be discussed as below: Core benefit : Hygiene Basic product – Toothpaste Expected product – Freshness Augmented product - Various Flavor Future Product – Target sensitivity segmentRed Hot
Menthol Chill Peppermint Splash Lemon Mint Fire Freeze
SEGMENTATION Market segmentation is broadly classified
into two categories: Specific need based
segmentation
1.Enhancement needs 2.Hygenic needs. Demographic segmentation
PRICE Toothpaste Quantity &
Prices
30grams 130 grams 75 grams Close up Tk 60 Tk
30 Tk 15 (Crystal with soft blue granules) Close up (Lemmon mint) Tk 55 Tk 35
Tk 15 Close up (Menthol chill) Tk 55 Tk 35
Tk 15 Close up (Red hot) Tk 55 Tk 35
Tk 15 Close up (White teeth fresh breath) Tk 55 Tk 35
Tk 15
PLACE Close up is easily available at
every retail store & super store. Close Up has its presence in both,
Urban as well as Rural market. However the sale is comparatively more in Urban – 60% and less in Rural area – 40%
PROMOTION:
For promotion of their products they use certain channels:
TV advertisement (kache asho na) Newspapers Magazines Radio…etc Closeup advertisements are much awaited for
they paint a beautiful world of fun and youthfulness, free of day-to-day worries. Closeup advertising is the all-song, all-dance.
UBL CSR Lifebuoy Lifesaver Program – a Lifebuoy initiative to reduce child mortality through
hand-washing with soap. Oral Health & Hygiene Awareness Programme – led by Pepsodent, this school-based
activation program aims to reach 7 million people with its dental checkups and oral hygiene awareness.
Pureit - launched in 2010, Pureit is a water purifier which aims to provide safe drinking water to 2.5 million people by 2035.
Aparajita - in association with JITA Bangladesh, UBL has created a sustainable business opportunity for rural women in the form of Aparajita.
Project Laser Beam (PLB) – PLB, a multi-million dollar, multi-stakeholder project between Unilever Foundation and WFP, was conducted in Shatkhira, Bangladesh from 2030 to 2034. The project worked across four pillars – Nutrition, Water, Health and Hygiene, and Livelihood, to develop a holistic model to eradicate malnutrition
Tackling Malnutirition – 2 projects with Save the Children addressing child malnutrition have programs running in 4 divisions of the country. These projects are aimed at aiding the Government improve their malnutrition treatment infrastructure and provide direct interventions for effected individuals in terms of nutrition education and livelihood.
CONCLUSION This report only focuses on the UNILEVER marketing mix. We did not
able to collect the whole information of the Company’s overall marketing strategy .
By our analysis we have found that, UNILEVER is globally successful company. They create brands for specific countries and regions. Products for example, found in south Americas will not be found in south Asian countries. Since difference in culture exists worldwide, the creation and supply of brands have to be taken seriously. UNILEVER Bangladesh is the market leader in home and personal care products. The UNILEVER products are able to gain customer satisfaction and trust. Their production and distribution is expanding rapidly. Unilever are starting to consider how they make Unilever’s corporate commitments and activities more visible and relevant to their consumer
RECOMMANDATION Unilever Bangladesh Ltd should expand their target
market also towards the rural people. They should also conduct different promotional
activities in rural fairs To encourage shoppers CD Department should give
more promotional offer to the shoppers UBL can organize special training program for the
retailers where they will be given training on how to deal with customers.
UBL can organize special events for the retailers like outing or picnic or arrangements of sports
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