Marketing Plan on

Close Up Neem Toothpaste

1
 LETTER OF TRANSMITTAL
20.05.2008

Mr. ________
Lecturer
Faculty of Business
___________University

Sub: Submission of Report on “Marketing plan of Close Up Neem”

Dear Mam,
We the undersigned students were assigned to prepare a report on “Marketing plan of
Close Up Neem Toothpaste”, we have prepared this report. In preparing this report, we
have followed your guidelines. As per your direction, we have added a lot of information
from the mentioned topic. From this report we have achieved a lot of basic knowledge
and we think ourselves that it will help us a lot in our future career.
We sincerely hope this report will fulfill the requirements suggested by you under the
course Marketing Management. We truly appreciated this report. We hope it will be
accepted by you.
If you have any question after reading this report, let us know.

Sincerely yours

Mr. ________

2
 ACKNOWLEDGEMENT

First we would like to great thank to our Allah who makes us and also gives us all
capacity to do something in every time.

We give thank our Honorable course teacher XXXXXXX for his any time co-operation.
He helped us by giving all kinds of information regarding to our Report.

We also grateful to the Mohammad Risalat Siddique (Management Trainee Brands &
Development, Unilever Bangladesh) & Mr. Aman Ashraf Faiz (Company Media
Manager, Unilever Bangladesh) for their kind co-operation & information to fulfill our
report otherwise it would tough for us to complete our report.

Computer makes our works very easy and saves our time. In the Lab we could use easily
the computer and completed our report on group as a result some time we faced some
problem about operating the computer and this time the computer man of the lab helped
us. So we are expressing our great thanks to xxxxxxxx [IT Officer]. They helped us to
giving some information that was vital for our report.

We are also very much grateful to the shopkeepers and the customers who helped us by
giving important information and gave us their valuable time.

At last, we express our sincere gratefulness to the class mates and group member of us
who give us important knowledge regarding to our report.

Thanks from
Mr. xxxxxxxxx

(On behalf of the group)

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ELABORATION OF ABBREVIATION

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 TABLE OF CONTENT

Chapter Topics name Page no.

Executive Summary X-XI
Chapter-01 Introduction 12-15
1.1 Origin of the report 13
1.2 Scope of the report 13
1.3 Purpose 14
1.4 Methodology 14
1.5 Limitation of the Study 14-15
Chapter-02 Overview of the organization 16-23
2.1 Market share 17
2.2 History 18
2.2.1 Unilever 18

2.2.2 Unilever Bangladesh 18

2.3 Type of business 18

2.4 Operations 18

2.5 Constitution 18

2.6 Product categories 19

2.7 Brands 19

2.8 Manufacturing facilities 19

2.9 Employees 19

2.10. purpose 19

2.10.1 Adding Vitality to Life 19-20

2.11. Principles 20

2.11.1. Standard of conduct 20

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Chapter Topics name Page no.

Chapter-02 2.11.2. Obeying the law 20

2.11.3. Employees 21

2.11.4. Consumers 21

2.11.5. Shareholders 21

2.11.6. Business partners 21

2.11.7. Community involvement 22

2.11.8. Public activities 22

2.11.9. The environment 22

2.11.10. Innovation 22

2.11.11. Competition 22

2.11.12. Business integrity 23

2.11.13. Conflicts of interests 23

2.11.14. Compliance 23

Chapter-03 Product situation 24-28

3.1. “What is Toothpaste?” 25
3.2. Background of Toothpaste. 25-27
3.3. Close Up Toothpaste 27-28

3.3.1. Improving oral hygiene 28

3.3.2. Exciting Flavours 28
3.3.3. Close up Crystal 28

tooth whitener
3.3.4. Close up Limited Editions 28
Chapter-04 New product review 29-32
4.1. Other ingredients 31-32

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Chapter Topics name Page no.

Chapter-05 Current market situation 33-37

5.1. Market situation 34
5.2. Product situation 34
5.3. Competitive situation 35-36
5.4. Distribution situation 37
5.5. Macro environment 37
Chapter-06 SOWT & Issue analysis 38-43
6.1. Internal Environmental Analysis 39-41
6.1.A. Strength 39-40
6.1.A.1. Marketing 39
6.1.A.2. Finance 39
6.1.A.3. Manufacturing 40
6.1.A.4. Organization 40
6.1.B. Weakness 40-41
6.2 External Environmental Analysis 41-42
6.2.A. Opportunity 41-42
6.2.B. Threat 42
6.3. Issue analysis 42-43
Chapter-07 Objectives 44-45
7.1. Financial Objectives 45
7.2. Marketing objectives 45

Chapter-08 Marketing strategy 46-55

8.1. Target Market: 47

8.2. Positioning 47-48

8.3. A brand that keeps to its 48

clinically proven promises

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Chapter Topics name Page no.

Chapter-08 8.4. Product line 49

8.5. Price 49

8.6. Distribution outlets 49

8.7. Marketing communication 49-52

8.8. Sales promotion 53

8.9. Research & Development 53

8.10. Marketing Research 53-55

Chapter-09 Action program 56-58

9.1. Category: 1 57
9.2. Category: 2 57-58
Chapter-10 Financial projection 59-60
Income statement 60
Chapter-10 Conclusion 61-62
Appended Part
Bibliography

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 EXECUTIVE SUMMARY

The researches of this report say that Unilever continues to play an active role in the area
of corporate social responsibility. Unilever has given Dhaka International Airport - the
gateway of Bangladesh a completely new look. Beautification of the premises is an
exemplary initiative which no other multinational has taken.

Close Up knows that being close is a fundamental human need. Each Close Up product as
long lasting freshness, gives you the social confidence you need to get closer to others.

In many of our products we use state-of-the-art technology to deliver the results you
need. Our latest innovation combines two benefits in one toothpaste using new centre-
filled technology. In Europe Signal combines the benefits of a gel toothpaste with the
anti-bacterial action of a mouthwash, while in Asia Close Up has a gel with milk calcium
nutrients, neem in its centre to give you strong teeth and fresh breath.

Being as change oriented as its target market, Close Up continually renews the oral
care experience by introducing new flavors every now and then. The new Close up offers
four exciting flavors including an all new Eucalyptus Buzz. Other variants are Menthol
Chill, Icy Cool, neem and Red Hot.

The overall marketing process of Unilever Company is good. Though they have some
internal problem they are still trying to prevent it.

Within several year of operation, Close Up became the fastest growing toothpaste of the
country with a growth rate of 90%. This milestone was achieved with innovative and
attractive products and services targeting the different market segments; aggressive
improvement of product quality and dedicated customer care; and effective
communication that emotionally connected consumers with close up.

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After executive the segmentation strategies of Unilever companies (Close up Neem) we
recommended that its product quality, its segments of all products (medium size) is
excellent.
Last but not least we have supported our indenting and included data by the documents
supplied by the surveyed company and have clipped in the appendix part.

10
CHAPTER – 1

INTRODUCTION

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 INTRODUCTION
Unilever is one of the most dynamic company in the world. Unilever operates its
business in worldwide. Close up is one of the strong product of Unilever which is
launched in 1984, it is today the largest Tooth paste company of world. Firstly Closeup
was launched as a gel toothpaste containing micro-whiteners and mouthwash. It has
grown to be one of the largest and most diversified service in the Middle East, Africa and
Asia.

Seeing the success that Unilever Bangladesh had with low unit price packs in other
categories, a sachet - more popularly called mini pack - met with astounding success and
enabled millions of youth, who aspired for a modern trendy brand but were unable to
afford one, to use the brand

1.1. Origin of the report

This report originates to fulfill the requirement of studying Marketing Management,
which is a course of BBA Program of Northern University Bangladesh. The topic of the
report is “New marketing plan on Close Up Neem Toothpaste.”

1.2. Scope of the report

The company is very organized and resourceful organization. Its annual reports,
publication, documents and websites are very much rich for data collection. It includes a
comparative analysis of the marketing plan of the Close Up Neem. The comparative
analysis would form the basis for the next part of the report, which highlights the winning
ingredients of the marketing plan. To be exhaustive the report also indicates the
shortcoming of their marketing programs, reaction to competitors’ action and finally the
impact of this activity on consumer. It however dose not cover the financial analysis to
support the findings of the report. The supporting activities of other department are also
beyond the scope of the study. The study will be developed in the following sequence:

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 • Orientation with the industry and related companies.
• Company plan to purpose its marketing objectives in the target market.

1.3. Purpose
The purpose of the report is to develop our skills in marketing activities, to elaborate our
thinking as well as “New marketing plan on Close Up Neem Toothpaste”. Through this
report we will able to make our self at any situation when we got the any sort of
assignment or task or making any report regarding a products marketing plan. It also help
us for fulfillment our knowledge for a marketing plan and make our self appropriate for
current job market.

1.4. Methodology
The report has been prepared based on secondary data such as the company’s annual
report, company’s documents and collected necessary information from the company
employees after talking as primary data as well as down loaded data from their website
through internet. Then above all these documents are also been calculated, analyzed and
organized to evaluate the financial performance of Unilever. All data have been used in
word program to management report, finally the report prepared to show the company
management at present situation. The information that will be obtained from the research
tasted with some statistical tools. After gathered all the selected important information we
will try our best to take a decision whether this are success or not.

1.5. Limitations of the study

The study on new marketing plan on close Up Neem is a very comprehensive and
extensive task. During the time of preparing this report we have been faced many
problem. These are follows:

• The time frame fixed for preparing the report was really hard to be met. As a
result, sufficient concentration could not be given which was needed for much
better study.

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• We are very much sorry not provide enough information due to lack of
information.
• To prepare this report we have faced a lot of problems such as unavailability of
lab, electricity problem, unavailability of related books, lack of time,
unavailability of information in net etc.
• Representative and mangers of different level were 100+30 respectively which
reduces the reliability of the results.

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CHAPTER – 2

OVERVIEW OF THE ORGANIZATION

OVERVIEW OF THE ORGANIZATION

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2.1 Market share
Unilever’s mission statement is ‘meeting the everyday needs of people everywhere’, and
the multinational definitely has a huge and expanding global reach. Unilever proudly
declares that every day 150 million people are choosing their brands ‘to feed their
families and clean their homes’. Unilever is one of the world’s top makers of packaged
consumer goods and moves countless products like deodorants, fragrances, soap,
margarine, tea and frozen foods all over the world. The corporation sells products in over
150 countries and has annual sales of approximately $ 46 billion (£31,5bn). Unilever
controls subsidiaries in at least 90 countries and employs 295,000 (in 2000) people.
Unilever is one of the world’s top three food firms -after Nestle and Kraft- and the
world’s second largest packaged consumer goods company –behind Procter & Gamble.

However, in spite of Unilever’s vast size and presence worldwide, the company’s actual
visibility is surprisingly low. Anonymity hides the company’s importance. Unilever does
not retail under its own name, preferring brand names to create the illusion of diversity.
Who does not know brand names like Magnum, Omo, Dove, Knorr, Ben & Jerry’s,
Lipton, Slim-Fast, Iglo, Unox, Becel, and Lever2000? They’re all part of the ‘Unilever
armada of brand names’. To make sure the brand names do not go unnoticed, Unilever
spends huge amounts of money on marketing and advertising. Advertising has always
been a keystone of Unilever’s businesses. The Dutch-Anglo company is likely to be the
world’s number one advertiser.

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2.2 History

2.2.1 Unilever
Unilever was formed in 1930 when the Dutch margarine company Margarine Unie
merged with British soapmaker Lever Brothers. Companies were competing for the same
raw materials (e.g. oilseeds), 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 others margarine
companies in the 1920s. Lever Brothers was founded in 1885 by William Hesketh Lever.
Lever established soap factories around the world, and had plantations in many Third
World countries. In 1917, Lever began to diversify into foods, acquiring fish, ice cream
and canned foods businesses.

2.2.2 Unilever Bangladesh

Over the the last four decades, Unilever Bangladesh has been constantly bringing new
and world-class products for the Bangladeshi people to remove the daily drudgery of
life. Over 90% of the country’s households use one or more of our products.

2.3. Type of business

Fast Moving Consumer Goods company with local manufacturing facilities, reporting to
regional business groups for innovation and business results.

2.4. Operations
Home and Personal Care, Foods

2.5. Constitution
Unilever - 60.75% shares, Government of Bangladesh - 39.25%

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

2.7. Brands
Wheel, Lux, Lifebuoy, Fair & Lovely, Pond's, Close Up, Sunsilk, Lipton Taaza,
Pepsodent, Clear, Vim, Surf Excel, Rexona, Dove, Vaseline & Lakme.

2.8. Manufacturing facilities

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.

2.9. 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.

2.10. purpose
At the heart of the corporate purpose, which guides us in our 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.

2.10.1 Adding Vitality to Life

Unilever'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.

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Unilever’s deep roots in local cultures and markets around the world give them their
strong relationship with consumers and are the foundation for our future growth. They
will bring our wealth of knowledge and international expertise to the service of local
consumers – a truly multi-local multinational.

UBL long-term success requires a total commitment to exceptional standards of

performance and productivity, to working together effectively, and to a willingness to
embrace new ideas and learn continuously.

To succeed also requires, we believe, the highest standards of corporate behaviour

towards everyone UBL work with, the communities we touch, and the environment on
which we have an impact.

This is UBL road to sustainable, profitable growth, creating long-term value for their
shareholders, our people, and our business partners.

2.11. Principles
Unilever’s code of business principles describes the operational standards that everyone
at Unilever follows, wherever they are in the world. It also supports our approach to
governance and corporate responsibility.

2.11.1. Standard of conduct

Unilever’s conduct their operations with honesty, integrity and openness, and with
respect for the human rights and interests of our employees. They shall similarly respect
the legitimate interests of those with whom they have relationships.

2.11.2. Obeying the law

Unilever companies and our employees are required to comply with the laws and
regulations of the countries in which they operate.

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2.11.3. Employees
Unilever is committed to diversity in a working environment where there is mutual trust
and respect and where everyone feels responsible for the performance and reputation of
our company. They will recruit, employ and promote employees on the sole basis of the
qualifications and abilities needed for the work to be performed. They are committed to
safe and healthy working conditions for all employees. They will not use any form of
forced, compulsory or child labour. They are committed to working with employees to
develop and enhance each individual’s skills and capabilities. They respect the dignity of
the individual and the right of employees to freedom of association. They will maintain
good communications with employees through company based information and
consultation procedures.

2.11.4. 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 will be accurately and properly labelled, advertised and
communicated.

2.11.5. Shareholders
Unilever will conduct its operations in accordance with internationally accepted
principles of good corporate governance. Unilever provide timely, regular and reliable
information on our activities, structure, financial situation and performance to all
shareholders.

2.11.6. Business partners

Unilever is committed to establishing mutually beneficial relations with its suppliers,
customers and business partners. In their business dealings they expect our partners to
adhere to business principles consistent with their own.

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2.11.7. Community involvement
Unilever strives to be a trusted corporate citizen and, as an integral part of society, to
fulfill our responsibilities to the societies and communities in which we operate.

2.11.8. Public activities

Unilever companies are encouraged to promote and defend their legitimate business
interests. Unilever will co-operate with governments and other organisations, both
directly and through bodies such as trade associations, in the development of proposed
legislation and other regulations which may affect legitimate business interests. Unilever
neither supports political parties nor contributes to the funds of groups whose activities
are calculated to promote party interests.

2.11.9. The environment

Unilever is committed to making continuous improvements in the management of our
environmental impact and to the longer-term goal of developing a sustainable business.
Unilever will work in partnership with others to promote environmental care, increase
understanding of environmental issues and disseminate good practice.

2.11.10. Innovation
Through scientific innovation to meet consumer needs they respect the concerns of our
consumers and of society. Unilever will work on the basis of sound science, applying
rigorous standards of product safety.

2.11.11. Competition
Unilever believes in vigorous yet fair competition and supports the development of
appropriate competition laws. Unilever companies and employees will conduct their
operations in accordance with the principles of fair competition and all applicable
regulations.

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2.11.12. Business integrity
Unilever does not give or receive, whether directly or indirectly, bribes or other improper
advantages for business or financial gain. No employee may offer, give or receive any
gift or payment which is, or may be construed as being, a bribe. Any demand for, or offer
of, a bribe must be rejected immediately and reported to management. Unilever
accounting records and supporting documents must accurately describe and reflect the
nature of the underlying transactions. No undisclosed or unrecorded account, fund or
asset will be established or maintained.

2.11.13. Conflicts of interests

All Unilever employees are expected to avoid personal activities and financial interests
which could conflict with their responsibilities to the company. Unilever employees must
not seek gain for themselves or others through misuse of their positions.

2.11.14. Compliance - monitoring - reporting

Compliance with these principles is an essential element of their business success. The
Unilever Board is responsible for ensuring these principles are communicated to, and
understood and observed by, all employees. Day-to-day responsibility is delegated to all
senior management of the categories,regions, functions and operating companies. They
are responsible for implementing these principles, if necessary through more detailed
guidance tailored to local needs. Assurance of compliance is given and monitored each
year. Compliance with the Code is subject to review by the Board supported by the Audit
Committee of the Board and the Unilever Executive Committee.

Any breaches of the Code must be reported in accordance with the procedures specified
by the Joint Secretaries. The Board of Unilever will not criticise management for any loss
of business resulting from adherence to these principles and other mandatory policies and
instructions. The Board of Unilever expects employees to bring to their attention, or to
that of senior management, any breach or suspected breach of these principles.

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CHAPTER – 3

PRODUCT SITUATION

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 PRODUCT SITUATION

3.1. We should know first “What is Toothpaste?”

Toothpaste is a paste or gel dentifrice used to clean and improve the aesthetic appearance
and health of teeth. In some countries, due to translation issues, it is commonly referred
to as "Toothcream." Toothpaste use can promote good oral hygiene: it can aid in the
removal of dental plaque and food from the teeth, it can aid in the elimination and/or
masking of halitosis, and it can deliver active ingredients such as fluoride to prevent tooth
and gums disease. In most or all developed countries, usage after each meal is
encouraged. However excessive usage may cause kidney failure due to the body's attempt
at digesting the toothpaste's chemicals which often slide down the throat with each use. If
a large amount of toothpaste is swallowed, Poison Control should be contacted
immediately.

3.2. Background of Toothpaste.

It is believed that first traces of oral hygiene were found to be dated around 5000 years
ago in Egypt, China, Mongolia and India.

India has a long history of Ayurveda, an Indian form of medicine. Neem twigs (a.k.a.
daatun) were used for brushing teeth in India. This practice is perhaps one of the earliest
and most effective forms of dental care and is still prevalent in villages in India. The
usage is simple: chew one end of the neem twig until it somewhat resembles the bristles
of a toothbrush, and then use it to brush your teeth. The tooth brush seems to have its
origins in the daatun. Similarly, the Miswak served as a very effective natural toothbrush
in the medieval Islamic world and is still used in the modern Islamic world.

The earliest known reference to a toothpaste is in a manuscript from Egypt in the 4th
century AD, which prescribes a mixture of powdered salt, pepper, mint leaves, and iris
flowers. The Romans used toothpaste formulations based on human urine. In the 9th

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century, the Persian musician and fashion designer Ziryab is known to have invented a
type of toothpaste, which he popularized throughout Islamic Spain. The exact ingredients
of this toothpaste are not currently known, but it was reported to have been both
"functional and pleasant to taste."

An 18th century American toothpaste recipe containing burnt bread has been found.
Another formula around this time called for dragon's blood (a resin), cinnamon, and burnt
alum.[4] However, toothpastes or powders did not come into general use in the West until
the 19th century in Britain. In the early 1800s, the toothbrush was usually used only with
water, but tooth powders soon gained popularity. Most were home made, with chalk,
pulverized brick, and salt being common ingredients. An 1866 Home Encyclopedia
recommended pulverized charcoal, and cautioned that many patented tooth powders that
were commercially marketed did more harm than good.

In 1892, Dr. Washington Sheffield of New London, Connecticut manufactured toothpaste

into a collapsible tube. Sheffield's toothpaste was called Dr. Sheffield's Creme Dentifrice.
He first came up with the idea of toothpaste in a collapsible tube after his son traveled to
Paris and saw painters using paint from tubes. In 1896, Colgate Dental Cream was
packaged in collapsible tubes imitating Sheffield.

By 1900, a paste made of hydrogen peroxide and baking soda was recommended. Pre-
mixed toothpastes were first marketed in the 19th century, but did not surpass the
popularity of tooth-powder until World War I. In New York City in 1896, Colgate &
Company manufactured toothpaste in the first collapsible tube, similar to that recently
introduced for artists' paints.

Fluoride was first added to toothpastes in 1914, and was criticized by the American
Dental Association (ADA) in 1937. Fluoride toothpastes developed in the 1950s received
the ADA's approval. To develop first ADA approved fluoride toothpaste, Procter &
Gamble started a research program in the early 1940s. In 1950, Procter & Gamble
developed a joint research project team headed by Dr. Joseph Muhler at Indiana
University to study new toothpaste with fluoride. In 1955, Procter & Gamble's Crest

25
(toothpaste) launched its first clinically proven fluoride toothpaste. On August 1, 1960,
the ADA reported that "Crest has been shown to be an effective anticaries (decay
preventative) dentifrice that can be of significant value when used in a conscientiously
applied program of oral hygiene and regular professional care."

Countries limit and suggest different amounts acceptable for health. Much of Africa has a
slightly higher percent than the U.S.

In June, 2007, the US Food and Drug Administration and similar agencies in Panama,
Puerto Rico and Australia advised American consumers to avoid, return, or discard
certain brands of toothpaste manufactured in China, after batches of Chinese made
toothpaste were found to be contaminated with the poisonous chemical diethylene glycol,
also called diglycol or labeled as "DEG" on the tube. The chemical is used in antifreeze
as a solvent and is potentially fatal.

Toothpaste is most commonly sold in flexible tubes, though harder containers are
available. The hard containers stand straight up, availing more of the toothpaste and
saving shelf space.

3.3. Close Up Toothpaste

Close up was launched as a gel toothpaste containing micro-whiteners and mouthwash in
1984, and fired the imagination of the population with it's exciting advertising.

Seeing the success that Unilever Bangladesh had with low unit price packs in other
categories, a sachet - more popularly called mini pack - met with astounding success and
enabled millions of youth, who aspired for a modern trendy brand but were unable to
afford one, to use the brand.

26
3.3.1. Improving oral hygiene

Close up mini virtually dominates the low unit price segment in oral care, and has been
instrumental in improving the oral hygiene in Bangladesh, particularly the rural market
where it enjoys a huge franchise.

3.3.2. Exciting Flavours

Being as change oriented as its target market, Close up continually renews the oral
care experience by introducing new flavours every now and then. The new Close up
offers four exciting flavours including an all new Eucalyptus Buzz. Other variants are
Menthol Chill, Icy Cool and Red Hot.

3.3.3. Close up Crystal tooth whitener

Close up Crystal with vitamin fluoride system, is a unique whitening gel that brings a
brighter sparkle to your teeth in just 4 weeks! This fluoride enriched tooth whitener
delivers complete mouth fitness with a great mouthwash effect along with caring for your
gums!

3.3.4. Close up Limited Editions

With a view to delight the consumers with exciting flavors, a couple of never-before-
tasted and deliciously mouthwatering limited edition flavors were launched.

• Closeup Luscious Lychee - Introduced in 2006, this is a mouthwatering mix of

rich, sweet taste of Lychees and delightful spearmint freshness.
• Closeup Tangerine Burst - After the huge success of Luscious Lychee, Closeup
Tangering Burst was launch in 2007. This flavor offered a a light splash of orange
and peppermint for a zesty tang in your mouth.

27
CHAPTER – 4

NEW PRODUCT REVIEW

28
 NEW PRODUCT REVIEW
Unilever is a famous company all over the world, they offer their product for the need &
wants of the people of different geographical area and according to the demand of the
situation they modified their products.

Unilever aims to understand peoples' needs best and develop appropriate communication
services to improve peoples' life and make it simple. All members of the Unilever family
are highly passionate individuals, fully committed to provide beset quality, reliability &
innovative. Unilever customers' needs matter most to us- making their life simple and
improve.

Now Unilever going to introduce a new product in their Close Up product line. that is
“Close Up Neem”. We all knows from the ancient period neem most commonly used for
the oral hygiene and it also have the herbal benefit. Still today many people use neem. If
Unilever perfectly introduce this product in the current market people easily can go
through it. In this new product the consumer will get the benefit such as, the strong teeth
& gums, whitening and feel fresh mouth.

In shortly we use the following ingredients for closeup neem toothpaste

• Sorbitol
• Cilica
• Higher abrasive cilica
• Sodium fluoride
• Vitamin-E acited
• Ci 42051
• Ci 19140
• Neem
• Flavor

29
 • Aqua
• Calcium carbonate
• Sodium monoflurophosphate
• PVD salt
• Cardamom oil
• Basil sweet oil

4.1. Other ingredients

In addition to fluoride, the other fundamental ingredient in most toothpastes is an

abrasive. Studies have shown that abrasives in toothpaste reduce the time needed to
remove plaque from the teeth by approximately 50%. Abrasives, like the dental polishing
agents used in dentist's offices, also cause a small amount of enamel erosion which is
termed "polishing" action. Some brands contain powdered white mica which acts as a
mild abrasive, and also adds a cosmetically-pleasing glittery shimmer to the paste. Many
may contain frustules of dead diatoms as a mild abrasive. The removal of plaque and
calculus prevents caries and periodontal disease. The polishing of teeth removes stains
from tooth surfaces, but has not been shown to improve dental health over and above the
effects of the removal of plaque and calculus.

Many, though not all, toothpastes contain sodium lauryl sulfate (SLS) or another of the
sulfate family. SLS is found in other personal care products as well, such as shampoo,
and is largely a foaming agent although it also acts as a powerful antimicrobial. Due to
the anionic charge of SLS, mouthwashes containing cetylpyridinium chloride (which has
a cationic charge and thus neutralises SLS) should not be used straight after brushing.
SLS may cause a greater frequency of mouth ulcers in some people as it can dry out the
protective layer of oral tissues causing the underlying tissues to become damaged.

Ingredients such as baking soda, enzymes, vitamins, herbs, calcium, calcium sodium
phosphosilicate, mouthwash, and/or hydrogen peroxide are often combined into base
mixes and marketed as being beneficial. Some manufacturers add antibacterial agents, for

30
example triclosan or zinc chloride, to prevent gingivitis. Triclosan is a very common
ingredient in the UK.

Toothpaste comes in a variety of flavors, most often being some variation on mint
(spearmint, peppermint, regular mint, etc). Other more exotic flavors include: anise,
apricot, bubblegum (marketed mostly to children), cinnamon, fennel, neem, ginger,
vanilla, lemon, orange, pine. Flavors which have been introduced but discontinued due to
poor reception include peanut butter, iced tea, and even whisky. Some brands of
toothpaste are unflavored, but many are both flavored and sweetened. Because sugar can
cause tooth decay, artificial sweeteners are generally employed for this purpose. The
inclusion of sweet-tasting but toxic diethylene glycol in Chinese-made toothpaste led to a
multi-nation and multi-brand toothpaste recall in 2007. Many toothpastes contain
colorings for better visual acceptance.

31
Chapter – 5

CURRENT MARKET SITUATION

32
 CURRENT MARKET SITUATION

5.1. Market situation

Here data are presented on the target market. The size and growth of the market (in unit
or TK.) are shown for several past years and by market and geographical segments. Data
on customer needs, perceptions and buying-behavior tends are also presented.

The toothpaste market accounts for approximately 48% of the home toothpaste market.
Sales are expected to be stable over the next few years. The primary buyers are middle
class, Upper middle class & lower class people (All age people), who are concern about
their teeth & gums, who have little capacity to concern with the dentist but want to avoid
this expense because of their limited income. They want to buy a reputed company’s
toothpaste by a name they can trust. They want a toothpaste with all the materials that is
appropriate for their need.

5.2. Product situation

Row 1 shows the total Industry sales in (gm.). Row 2 shows Unilever’s market share.
Row 3 shows the Average price per unit (For 50 gm of Close Up Neem in TK.). Row 4
shows variable cost per unit (material, labor, and energy) rising each year. Row 5 shows
GC margin per unit in taka. Row 6 shows sales volume in unit. Row 7 shows sales
revenue in taka. Row 8 shows advertising and promotion cost in taka. Row 9 shows Sales
force & distribution in taka. Row 10 shows marketing research budget in taka. Row 11
shows Operating Expense in taka. Row 12 shows net operating profit after marketing
expenses in taka.

No. Variable 2006 2007

33
1 Industry sales in (gm.) 4355000000 4995000000
2 Company market share (%) 48% 48%
3 Average price per unit (For 50 gm) 18 19
[Tk]
4 Variable cost per unit (Tk) 15 15.5
5 GC margin per unit (Tk) 3 3.5
6 Sales volume in unit 2177500000 2497500000
7 Sales revenue (Tk) 78,39,00,000 94,90,50,000
8 Advertising and promotion (Tk) 17,98,20,000 22,77,72,000
9 Sales force & distribution (Tk) 4,49,55,000 5,69,43,000
10 Marketing research (Tk) 2,69,73,000 3,41,65,800
11 Operating Expense (Tk) 5,39,46,000 6,83,31,600
12 Net operating profit (Tk) 47,82,06,000 56,18,37,600

5.3. Competitive situation

The major competitor are identified and described in terms of size, goals, market share,
product quality, marketing strategies and other characteristics that are needed to
understand their intentions and behavior.

The major competitors of Close Up are Colgate, White plus, Pepsodent. The market
leader is Close Up itself. According to our analysis a brand from Close Up is current
market leader with a market share of 48%. of volume share. Pepsudent is the challenger
brand with a market share of 28%. Rest of the market with a share of 24% is booked by
the toothpaste brands of other local manufacturing companies and imported foreign
brands. Close Up is market leader here they focus on different strategy. They produce
different kind of toothpaste that is vast difference from other competitor’s toothpaste.
Their quality also good from others. Pepsodent is the follower and they are the main
competitor of close up. The competitor’s activities and reaction become more visible
through understanding various consumer behavior patterns. Moreover understanding
consumer behavior properly will help the marketers to react according to their demand
and choice criteria. With this, prepare communication strategy become more easy and
effective in long terms. It also helps to decide what to offer and when, with what

34
attributes and benefits. It also describes the price sensitivity to take appropriate price
strategies. (The pie diagram is given in the next page)

Should Pie diagram

Closeup
Pepsudent
Others

(Figure: Market Share of Toothpastes)

Size Price
Price
Brand Name Mini Mediu Large Satisfied
Dissatisfied
m
Close Up    

Pepsodent   
Colgate   
White plus   
Fresh gel    

(Figure: Existing packet size of brands with price satisfactory level)

5.4. Distribution situation

35
This section presents data on the size and importance of each distribution channel. Close
up toothpaste are sold through Wholesaler (80%) and Retailer (20%) (super shops,
departmental shops, Shopping mall). Unilever dominates in channels that are declining in
importance, whereas it is a weak competitor in the faster-growing channels such as
discount stores. Unilever gives more margin to its dealers, which is similar to what other
competitor give.

5.5. Macro environment

This section describe broad macro environment trends such as demographic, economic,
technological, political-legal, social-cultural-that bear on the product line’s future.

About 95% of Bangladeshi people of all class and ages are serious about teeth and gums.
They spend most of the time about their doctor consultancy for their teeth. The economic
situation of toothpaste in Bangladesh has good position. But some political affect work
besides this. Some time some political issues are cause to harmful for toothpaste industry,
and there have also some technological problem.

36
CHAPTER – 6

SOWT & ISSUE ANALYSIS

6.1. Internal Environmental Analysis

37
6.1.A. Strength

6.1.A.1. Marketing

I. High company reputation.

II. Rising market share day by day.
III. Enable to provide much more customer satisfaction than
competitors.
IV. Higher product quality.
V. Provide higher service quality.
VI. Pricing effectiveness is better than the others.
VII. Distribution effectiveness is better than the others.
VIII. Promotion effectiveness is better than the others.
IX. Innovation effectiveness is better than the others.
X. Strong management team enables to provide geographical
coverage.
XI. Able to launch a new product faster than the competitors.
XII. This company are operating different product.

6.1.A.2. Finance

I. Higher cost or availability of capital.

II. Financial position is much more stable than the other.

6.1.A.3. Manufacturing

38
 I. Provide strong facilities both their management and customer.
II. Have a strong capacity to handle any sort of problem.
III. They are able to produce on time.
IV. Technical manufacturing skill is batter than the other.

6.1.A.4. Organization

I. Top management has clear vision to make their company number

one in Bangladesh with their strong leadership.
II. They are very much dedicated to the employee.
III. Entrepreneurial orientation is better than the other company.
IV. This company is flexible and responsible to the customer.
V. Teen sprit is consider as the most important factor for remarkable
success.
VI. Adequate expert people in the marketing plan department.
VII. Upgraded technical knowledge regarding the industry make the
difference with the competitors.

6.1.B. Weakness

I. The major weakness of the organization is the internal conflict of

the management. Working sprit is seriously hampered by
management conflict of the organization.
II. Though Unilever has a very good team for the marketing plan, but
not all the people are experienced.
III. Communication barrier is the major weakness of the organization.
IV. Weakness in implementing the corporate strategy by the operating
employee is the weakness of the organization.

39
 V. Expectation of the top management is very high. Sometimes they set
very high target which is not achievable at all time. Sometimes it
becomes burden for the employee.
VI. Company dose not create enough mantel pressure to the employee
to achieve their target, so they become bound to adopt unethical
way to achieve their target.

6.2 External Environmental Analysis

6.2.A. Opportunity

I. To get new customers after modification.

II. To increase market share.
III. To provide more qualities in our toothpaste.
IV. Providing more benefit (strong teeth and gums and whitening) in
our toothpaste can increase more customer satisfaction.
V. Our market reputation will increase also.
VI. Our profit margin will increase as well.
VII. To increase the advertising.
VIII. To decrease the product price.
IX. To decrease cost of production.
X. To increase of importing raw materials.
XI. To increase the distribution channel.
XII. Opportunity to follow differentiation strategy for existing product.
XIII. Increasing productivity by providing adequate tanning.
XIV. Incentive for the employee who dose outstanding performance in
their respective area.
XV. Economic condition of Bangladesh is very fast. So a lot of
opportunity is waiting for the toothpaste market. It is expected that good economic
condition of the country will help to continue this growth.

40
XVI. Have a strong opportunity to collect skilled and experienced people
from the different private and public university.

6.2.B. Threat

I. Major threat arises from the new entrants.

II. Many competitors in the toothpaste market.
III. Customers may switch off if the company unable to make the right
decision at the appropriate situation for their product.
IV. Unethical competition. Such as, price cut, advertising, giving gift by
the competitor may threaten position of Unilever.
V. Following the same strategy by the competitors.
VI. Worsening law and order situation of the country.
VII. Availability of the substitute product in the market.
VIII. Technological break through adopted by the compactors.

6.3. Issue analysis

In this section of the marketing plan, the product manager uses the strength/weakness
analysis to define the main issues that the plan must address. Close up must consider the
following basic issues:

Close up must consider the following basic issues:

I. Is Close up possible to stay in toothpaste business? Can it compete
effectively?
II. If Close up stays in the business, should it continue with its present
products, distribution channel, and price and promotion policies.
III. Should Close up switch to high growth channels? Can it do this and
yet retain the loyalty of its current market.
IV. Should Close up increase its advertising and promotion expenditures
to match competitor’s expenditure?

41
V. Should Close up pour money into R&D to developed advance
features and quality?

42
CHAPTER – 7

OBJECTIVES

7.1. Financial Objectives

Unilever management wants each business unit to deliver a good financial performance.
The product manager sets the following financial objectives

43
 • Earn an annual rate of return on investment over the next one year of 2
to 3 percent after tax. Over the year.
• Produce net profits of 16% to 17% approximately in 2007.
• Achieve next year total sales revenue of TK 94,90,50,000 based on
an average price of 19 TK per unit (50gm.).

7.2. Marketing objectives

• Expand consumer awareness of the Close up brand from 48% to 75 %
over the next year.
• Expand the market share 2 to 3% over the next year.
• Expand the number of dealers by 98 %.
• Aim for an average price of TK 19 for 50 gm & TK 36 for 100 gm.

44
CHAPTER – 8

MARKETING STRATEGY

Marketing strategy of Close Up Neem Toothpaste

45
There are many kinds of toothpaste in the world. Our company name is Unilever. It’s a
multinational company. We developed toothpaste 24 years ago (in 1984).Close Up Neem
is one of new toothpaste of Unilever.

The toothpaste’s name is “Close Up Neem”

Here is the game plan:

8.1. Target Market:

Middle, Upper-middle & Lower class (all ages) people.

8.2. Positioning

“Closeup Neem” provides a refreshingly real alternative for people who recognize that
cure and strength, Herbal benefit appropiate for teeth and gum. It has some different
quality and feature from other’s. The main special feature of our product is herbal
product. Now a days most of the people are concern about the herbal product. Our
product that is close up neem can satisfied those people who want to use herbal (neem)
toothpaste. In this product consumer will get all the herbal benefit of neem.

This product provide the consumer:

Neem

46
 • Antcavity protection.
Other
• Better breath. reagent
s
• Strong teeth.
• Wither teeth.
• Antiseptic benefit.

This also can protect the diseases like:

• Dental abcess.
• Dental charises.
• Gum bleeding.
• Gum sweeling.
• Hyperplasia.

“Close Up Neem …….. Feel as natural.”

8.3. A brand that keeps to its clinically proven promises

To help you enjoy your own brand of mouth freshness, germs protect and strength of
teeth “Closeup Nim” provides a wide range of cleansing and mouth clener care products
that make a genuine difference to the condition and feel of your teeth and gums. Now it is
top tothpaste brand, “Closeup” started its life in 1984 as a toothpaste Close up mini
virtually dominates the low unit price segment in oral care, and has been instrumental in
improving the oral hygiene in Bangladesh, particularly the rural market where it enjoys a
huge franchise that was clinically proven to be milder for dry, sensitive teeth and gums
than other leading toothpaste

47
8.4. Product line

This product are going to offer one lower price model that means mini size which is 50
gm. and one middle price model that means middle size which is 100 gm.

8.5. Price

Price will be lower than the competitor’s product, for capturing and giving proper
satisfaction to the customer. Primarily we fixed Tk. 19 for 50 gm. Close up neem & Tk.
36 for 100 gm. Close up neem.

8.6. Distribution outlets

This section presents data on the size and importance of each distribution channel. Close
up toothpaste is sold through Wholesaler and Retailer (super shops, departmental shops,
Shopping mall). Unilever dominates in channels that are declining in importance,
whereas it is a weak competitor in the faster-growing channels such as discount stores.
Unilever gives more margin to its dealers, which is similar to what other competitor give.

8.7. Marketing communication

1) TV Advertise
After modification of our toothpaste, we will make a huge and attractive TV advertises
to attract the customers, as most of the people of our country buy toothpaste after
watching the TV ads. We want to inform the mass people about our toothpaste by TV
ads.

48
2) Internet Information
We are going to open a web address of us. All the information of us will be given on that
site and people can easily know about us and the quality of our products.

3) Ticket Advertises
We will advertise about our toothpaste on different types of tickets such as cinema
tickets, bus tickets, launch tickets, train tickets, plane tickets etc.

4) Banner, Festoon, Placard

We will also advertise by banner, festoon and placards.

49
5) Joining Fair
By joining different types of fairs held in our country, we want to advertise and accelerate
our sales.

6) Sail Advertising
We will provide free sail in deferent places to make the people aware about our
toothpaste.

50
7) Concert Programs
We will arrange concert programs in different types of schools, colleges, universities and
other places to make the people aware about our toothpaste. We will also make the
concert by the chose up 1’s part-1 & 2’s top 10 competitors.

8) Bill Board
We will provide attractive bill boards in different popular roads and stoppages both in the
cities & metropolitan areas.

Too much strong

Smile an ever lasting smile……………..

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8.8. Sales promotion

Develop a new advertising campaign that supports the positioning strategies, emphasize
on lower pries and availability then the competitors, close up 1 contest all over the
country and UK, USA & UAE for encouraging above 16 to 30 age of young generation.
As a new product that means close up neem we are going to launch this product at the
grand finale.

8.9. Research & Development

R & D department are responsible for the Research & Development of this product. The
expenditure of this product will be increase according to the needs and wants to the
customer for developing better styling.

8.10. Marketing Research

We will very much concern about the needs and wants of the target market and delivering
satisfaction better then competitor, should research how make this product available by
offering more quality product, unique feature with out any bad effect through lower price
than the other competitors than the market. In this section it is also very much necessary
to think about the future expected return by giving more product quality and feature
through customer observation.

The usage of toothpaste started to climb up in Bangladesh as people became aware about
the usefulness of the product. As different brands were introduced in the market and the
awareness gradually increased, the usage of toothpaste in different classes also started to
increase. Later, different brands offering different benefits and attributes were introduced
in the market to provide dental service according to the different demand of the potential
buyers.

Now a day’s toothpaste is regarded as one of the demanded consumer good within the
perspective of Bangladesh. The usage rate have increased, the consumption also

52
increased as a result. This has established toothpaste as a profitable industry in
Bangladesh.

We went to the market with a questionnaire to justify the needs and wants of the
customers about our toothpaste. We wanted to know the customers’ expectations about
our toothpaste. We talked several types of people, several stages of people to know that
who are our current customers and who are our probable customers. We also sent some
questions over internet to the people. Over the telephone we asked some people. We
wanted to know that, customers are satisfied with our product or not. We also talked with
the shopkeepers. By talking with the shopkeepers, we became know that which brand is
very much preferable to customers and why they like that toothpaste. We also knew that
what the customers’ attitudes towards our toothpaste are. The shopkeepers also informed
us about the attitudes of the customers towards the price of our product.

We found that there are different types of customers. They have different types of
demands. Moreover there are lots of giant competitors in the market.

Now, we are going to modify of our toothpaste in the market which will cover big portion
of the market share and which will reach all the requirements of the all stages of people.
Considering the demands of the people and the competitors in the market, the density, the
climate, gender, the income level, education, religion etc we are going to deduct some
ingredients from our existing toothpaste and we also are going to add some ingredients as
well. In the following points the ingredients are shown which we are going to add or
remove:

• We are going to introduce different sizes of toothpaste,, especially medium size

(100 gm.) & mini size (50gm.).

• We are going to introduce herbal toothpaste..

• We are going to use the modern machineries to make our toothpaste without
any touch of hand.

53
54
CHAPTER-9

ACTION PROGRAM

9. Action program:

55
Here is the action program of Close up Neem Toothpaste:

9.1. Category: 1

1st Action program: First four month for packaging program.

2nd Action program: Identify the product size and appropriate price within 30 days.

3rd Action program: Creative design and attractive design within 15 days.
4th Action program: Collection of raw materials within three month.

5th Action program: Sales promotion, campaign, Free trail, Advertising.

9.2. Category: 2

February, 09
Unilever will advertise “Close up Neem” in the Billboard form the 1st February. And the
product “Close up Neem Toothpaste” will launch on 25th February on the Close up 1
Gao Bangladesh Gao’s grand final round.

March, 09
Unilever will advertise in the TV that a free mini pack of Closeup Menthol chill will be
given to everyone by buying a Close up Neem 100gm. Pack.

April,09
Unilever will arrange concert programs in different colleges, universities and other open
places to make the people aware about our Close up Neem Toothpaste. We will also
make an offer of free concert ticket with two 100 gm. Close up Neem Toothpaste. Mr.
Taposh, assistant consumer promotion director, will handle this project at a planned cost
of Tk 3,00,000.

56
May,09
Unilever will participate in the Trade show in Dhaka Pan Pacific Sonargaon Hotel. Md.
Rezaul Karim, dealer promotion director, will make the arrangements. The expected cost
is Tk 5,00,000.
A newspaper advertisement will announce those consumers who will show this paper cut
within 2 days of the advertisement date, he or she will get 50% discount. With this
discount paper he or she will given a lottery coupon, ten lucky winners will receive free
one years’ Close up Neem Toothpaste for their healthy teeth. Mr. Obydur Rahaman will
handle this project at a planned cost of Tk. 3,50,000

57
CHAPTER- 10

FINANCIAL PROJECTION

Close Up Neem Toothpaste

Income statement
For Year Ended 31st December, 2009

58
Particulars Figures in Figures in TK.
TK.
Revenues: 1,89,00,000
Sales Revenue
Expenses:
Advertising Expense 40,00,000
(TV+ Newspaper+ Billboard)

Miscellaneous Expense
(Include Trade show and 25,00,000
concert)

Salaries and wages Expense 1500000

Supplies Expense 1100000

Total Expense 9100000

Net Income TK. 9800000

Our expected Net Gross Profit in this year is 51.85%

59
CHAPTER – 11

CONCLUSION

CONCLUSION

60
We prepare a report on “Toothpaste” that the product is modified. We learn many things
after preparing our report. We modify the product that is “Close Up Neem Toothpaste”
and we believe these products achieve its customer’s satisfaction. In the above we discuss
the strengths of our company that will help in future because without strengths a
company cannot exit. The opportunities will help our company what kinds of facility will
get the future. Our company solves its weakness and overcomes its threats. Our company
adds different kinds of flavor in its toothpaste. Our toothpaste contains many advantage
or features that will achieve its customer satisfaction. Our company survey different area
for its product quality and then it get different kinds of question. And it wants to give best
quality that the customers want. The questionnaires will help what kinds of question may
be arising in the future. So we can say that our toothpaste must achieve its goal because
our toothpaste gives the best quality than other toothpastes in the market. And we believe
that our product’s life cycle will be longer.

This study on preparing a Marketing plan enables us to know how a firm plans to reach
its marketing objectives through tactical guidelines for the marketing programs and
financial allocation over the planning period. As business students we have learned one
of the most important outputs of the marketing process.

61
 APPENDED PART

Appendixes

Questionnaires

62
 1. What percentage of toothpaste market is dominated by Close up?
2. What percentage of toothpaste market is dominated by Pepsodent?
3. What percentage of toothpaste market is dominated by other competitors?
4. From when Unilever Produces Close up toothpaste?
5. How many size of Close up neem offer to the market?
6. What percent of market share is capture by Unilever at present?
7. What is the market growth rate of Close up?
8. Who is the target market of Close up?
9. What percent of market share will capture by Close up after modification?
10. How much net profit they earn?
11. Who are the competitors of Close up?

BIBLIOGRAPHY
Book
• Marketing Management \\\\The Millennium Edition ~~ Philip Kotler.
• Marketing Management /// Eleventh (11th) Edition ## Philip Kotler.

63
 • Principles of Accounting --- 6th Edition /// Donald E. Kisoe.

Internet

http://en.wikipedia.org/wiki/Toothpaste

http://unilever.com.bd/ourbrands/personalcare/Closeup.asp

http://unilever.com.bd/ourcompany/UnileverBangladesh/At_a_glance.asp

64