A Term paper

On
Strategic planning of Unilever
A case study of Unilever Bangladesh Ltd
Course Title: Marketing Management
Course Code: MT !"!
Submitted to :
#ahma Akhter
Lecturer
$aculty of School of %usiness
University of &nformation Technology ' Sciences
Group profile:
roup (ame: )uarry
roup Mem%ers:
#e*aul +arim Cho,dhury &-: ./"0..0!
M-12anif Miah &-: .3"0..45
S1M1 #aki%ul 2ossain &-: ./60..!3
A%dul Matin Miah &-: .3"0.04"
$ahmida 7aman &-: ./80..!6
Amit Singh Sony &-: .360.0".
University of Information Technology ' Sciences
(UITS)
Letter of Transmittal
.5 April !.00
To
#ahma Akhter
Lecturer
$aculty
School of Business
University of &nformation Technology ' Sciences
Subject: Su%mission of Term 9aper on :Strategic planning; <M+T !"!=
-ear Madam
&n the follo,ing pages> ,e have presented the fall !.00 M+T !"! pro?ect> ,hich you
have authori*ed us to prepare and su%mit %y .5 April !.00 as M+T !"! course
re@uirement1
This particular report has given us the opportunity to get hands on eAperience regarding
different entry modes of mo%ile sectors1 Be are tremendously thankful to you for giving
us the opportunity to learn the practical skills during the course1
Be have en?oyed preparing the research paper though it ,as challenging to finish ,ithin
the give time1 &n preparing this research paper> ,e have tried our level %est to include all
the relevant information1
Sincerely>
#e*aul +arim Cho,dhury M-12anif Miah S1M1 #aki%ul 2ossain
&-: ./"0..0! &-: .3"0..45 &-: ./60..!3


A%dul Matin Miah $ahmida 7aman Amit Singh Sony
&-: .3"0.04" &-: ./80..!6 &-: .360.0".
-epartment of School of Business
University of &nformation Technology ' Sciences
Acknowledgement:
Be have prepared our group pro?ect on: Strategic planning of Unile!er Ltd"
&t ,as really a nice eAperience for us to do the pro?ect on a%ove topic1 Bhile preparing
the pro?ect lots of people helped us on various occasions1 Among these people our
classmates> course instructor> teaching assisrant are mentiona%le1 &n this regard> ,e ,ould
like to give our special thanks to our course instructor #a$ma Ak$ter> Lecturer> School
of Business> University of &nformation Technology ' Sciences1
Be are also grateful to our friend and the people ,ho helped us a lot in doing this pro?ect1
Special thanks> gratefully and lovingly offerd to our parents> for their overall steadfast
and loyal support during the preparation of this pro?ect1 $inally> our gratitude along ,ith
thanks goes to The Almighty for keeping everything on right track1
Be ,ant to talk a%out our limitations that ,e had to accept during the completion of this
pro?ect1 2o,ever> ,e %elieve that ,e have tried our %est to make this pro?ect more
relia%le and accepta%le1
Sincerely>
#e*aul +arim Cho,dhury &-: ./"0..0!
M-12anif Miah &-: .3"0..45
S1M1 #aki%ul 2ossain &-: ./60..!3
$ahmida 7aman &-: ./80..!6
A%dul Matin Miah &-: .3"0.04"
Amit Singh Sony &-: .360.0".
-epartment of School of Business
University of &nformation Technology ' Sciences
%&ecuti!e Summar':
9ro?ect report ,as my first step in practical life> through ,hich & learnt a lot and it has
aided me in %eing ,ell e@uipped ,ith valua%le eAperience that ,ould help me once &
enter the professional life after the completion of my studies1 &t ,as a great eAperience for
me and it helped me in reali*ing ,here my potential lies1 Bhat & learnt at Unilever ,as
ho, to get along ,ith the people that & have to ,ork ,ith everyday> %uilding relationships
,ith people> %uilding confidence and improving my communication skills1 This pro?ect
has also prepared me for my future career in 2uman #esource so this pro?ect has helped
me a great deal1 The eAperience has taught me responsi%ility> team,ork and ho, to
handle people in tough social situations1 Cven though the nature of ,ork ,as @uite %asic
as a student nevertheless & got to see ,hat practical life is1 This pro?ect overall has %een a
great eAperience1 This report gives a profile of Unilever and an insight into the Unilever
2# -epartment ,here & ,as assigned to ,ork1 This report also reflects my learning and
eAperiences at Unilever along ,ith my responsi%ilities and the tasks that & performed1
Last part of the report consists of some recommendations and suggestions that & have
given1 My proposal ,ould %e of great use to Unilever and if follo,ed properly> it can
increase the performance of employees and finally the performance of the organi*ation
itself1
Table of (ontents:
Letter of TransmittalDDDDDDDDDDDDDDDDDD1 i
Ackno,ledgementDDDDDDDDDDDDDDDDDDD1 ii
CAecutive SummeryDDDDDDDDDDDDDDDDDD111 iii
Ta%le of ContentsDDDDDDDDDDDDDDDDDDD111 iv

)roject #e!iew
($apter*+,
0101 &ntroductionDDDDDDDDDDDDDDDDDDDD .0
01!1 #ational of the study DDDDDDDDDDDDDDD1 .0
0161 O%?ective of the StudyDD111DDDDDDDDDDDDD .0
01"1 Scope of the Study DDDDDDDDDDDDDDDD11 .!
0181 Limitations DDDDDDDDDD11DDDDDDDDD11 .!
0151 Methods DDDDDDDDDDDDDDDDDDDDD1 .6
($apter*+-
!101 Background DDDDDDDDDDDDDDDDDDDD ."
!1!1 Behind Unilever 111 DDDDDDDDDDDDDDDDD1 ."
!141 Organi*ational structure DDDDDDDDDDDDDD111 .5
($apter*+.
6101 Corporate planning DDDDDDDDDDDDDDDD .4
61!1 -epartments in Unilever DDDDDDDDDDDDD1 .3
6161 Business planning DDDDDDDDDDDDDDD 0.
61"1 9roduct planning DDDDDDDDDDDDDDD11 00
($apter*+/
"101 Conclusion DDDDDDDDDDDDDDDDDDDDDD 05
"1!1 #ecommendations DDDDDDDDDDDDDDDDDDD1 05
Bi%liography DDDDDDDDDDDDDDDDDDDDDDD 04
($apter +,
,0,0 Introduction
Unilever is a multiEnational corporation> formed of AngloE-utch parentage
that o,ns many of the ,orldFs consumer product %rands in foods> %everages> cleaning
agents and personal care products1 Unilever employs nearly 0/.>...people and had
,orld,ide revenue of almost G". %illion in !..81 Unilever is a dualElisted company
consisting of Unilever (H in #otterdam> (etherlands and Unilever 9LC in
London> Cngland1 This arrangement is similar to that of #eed Clsevier> and
that of #oyal -utch Shell prior to their unified structure1 Both Unilever
companies have the same directors and effectively operate as a single %usiness1 The
current nonEeAecutive Chairman of Unilever (1H1 and 9LC is Michael Trescho, ,hile
9aul 9olman is roup Chief CAecutive1 The company is ,idely listed on the ,orldFs
stock eAchanges1
,0-0 #ational of t$e stud'
Be are 6rd year 0st semester students1 After one and half year> ,e ,ill %e going to ?o%
market and competing ,ith other universitiesI graduates for getting a suita%le ?o%1 $or
getting an eApected ?o%> ,e need to concern a%out ?o% market condition from today1
oing to prepare recruitment and selection process in Unilever Bangladesh as a 2uman
#esource Management course> ,e ac@uire re@uired kno,ledge a%out Unilever
BangladeshIs recruiting and selection process that help us to perceive a common picture
a%out recruiting and selection process in all multination company in Bangladesh1 Be can
identify our lacksJ prepare ourselves for future ?o% market1 So> ,e have the same opinion
that this fruitful report not only assure reasona%le grade mark in our curriculum result %ut
also assure ,ellEdone feed%ack for near future ?o% market1
,0.0 1bjecti!e of t$e Stud'
Be have prepared this report %ased on t,o purposes1 Those areE
,0.0, )rimar' 1bjecti!e:
The report aims to provide information on the procedures of #ecruitment and selection
techni@ues follo,ed %y the UBL through 2# department1
,0.0- Secondar' 1bjecti!e:
a= Unilever is one of the ,orld greatest consumer goods companies1 The report is
strongly informed ,ith ho, this multiElocal multiEnational company conducts the
aptitude ands psychometric for a candidate and ho, it helps them to get o%?ective>
relia%le and relevant information on candidates1
%= Unilever al,ays try to add variety in life1 At Unilever they have created an
environment ,here people ,ith energy> creativity and commitment ,ork together to
fulfill am%itious goals1 This report helps us to kno, ho, the selection process of a
candidate leads him to %ecome leader1
c= Selection is the last step for hiring a right employee1 &n Unilever Bangladesh Limited>
the selection %oard lasts for an entire day and covers a ,ide range of activities for
fulfilling this post1 By studying the report> ,e ,ill kno, ,hat type of activities they
arrange for the entire day to get the final candidate1
d= Unilever ,ants to attract the %est graduates to ?oin in their leadership actions1 This
report enlightens ,hat type of recruitment opportunities offered %y Unilever Bangladesh
Limited for university students and ho, the students can access that opportunity1
,0/0 Scope of t$e Stud'
There is a certain %oundary to cover this report1 Our particular report only covers
Strategic planning of Unilever Ltd1 Be mainly focus on Strategic planning of Unilever
Bangladesh1 And ,e also cover eAecutive and higherElevel planning process1 Be
surveyed only -haka regional office of Unilever Bangladesh Ltd1 There is 2#
department in -haka regional office> here ,e talked ,ith some of eApert and eAperienced
officials and collect information a%out planning process in Unilever Bangladesh through
sharing their eAperience1 Be communicate ,ith Unilever Bangladesh Ltd1 2# department
in -haka and a%le to collect some valua%le information as ,ell as ,e gathered
information through internet Unilever Bangladesh Ltd1 official ,e%Esite1 Moreover ,e
got some confidential information ,hich is not possi%le to disclose pu%licly> so those data
and information had to %e ignored for this report1
,020 Limitations of t$e Stud'
Be are lucky enough to get a chance to prepare a report on :Strategic planning of
Unilever1; Be tried heart ' soul to prepare a ,ellEinformed report1 But unfortunately ,e
faced some difficulties ,hen preparing this report1 Be tried to overcome the difficulties1
&n spite of trying our level %est> some difficulties that hamper our schedule report ,ork:
,020, S$ortage of time:
Bithin a short time> ,e need to prepare some other coursesI reports for in this session1
$or this reason> ,e could not get a fluent time schedule for the report1
,020- Limitation of related wit$ t$e organi3ation:
The employees of Unilever Bangladesh Limited ,ere too %usy of there ,ork1 $or this>
they did not sufficient time to fulfill our @ueries and some of them neglected us to
support1
,020. 4ifficult' in collecting data:
Many employers of the organi*ation ,ere not ,ell kno,n a%out all information that ,e
asked them1 Many of them also hesitated to ans,er the @uestions1 These things hampered
the information collection1
,020/ (onfidential data:
Be got some confidential data ,hich is not possi%le to disclose pu%licly> so those data
and information had to %e ignored for this report1
,050 6et$ods
$or making any report most of the data should %e taken that reflect actual situation1 $or
our report ,e have collected various types of primary and secondary data1 &n a
disciplined ,ay ,e can say that the report input ,ere collected from t,o sourcesE
,050, )rimar' sources:
$ace to face conversation ,ith the employees in +hulna regional office and share their
o,n eAperience in getting ?o%1
,050- Secondar' sources:
i1 Unilever Bangladesh Ltd1 official ,e%Esite
ii1 Annual #eports
iii1 9rospectus
iv1 Brochures
($apter*+-
-0,0 7ackground:
Unile!er is a BritishE-utch multinational corporation that o,ns many of the ,orldFs
consumer product %rands in foods> %everages> cleaning agents and personal care products1
Unilever is a dualElisted company consisting of Unilever (1H1 in #otterdam> (etherlands
and Unilever 9LC in London> United +ingdom1 This arrangement is similar to those of
#eed Clsevier and #oyal -utch Shell prior to their unified structures1 Both Unilever
companies have the same directors and effectively operate as a single %usiness1 The
current nonEeAecutive Chairman of Unilever (1H1 and 9LC is Michael Trescho, ,hile
9aul 9olman is roup Chief CAecutive1
UnileverFs main international competitors include (estlK and 9rocter ' am%le1 They
also face competition in local markets or product ranges from companies such as
ConAgra> -anone> eneral Mills> 2enkel> Mars> &nc1> 9epsico> #eckitt Benckiser>and S1
C1 Lohnson ' Son1
-0-0 7e$ind t$e Unile!er:
Unilever ,as created in 036. %y the amalgamation of the operations of British soap
maker Lever Brothers and -utch margarine producer Margarine Unie> a merger as palm
oil ,as a ma?or ra, material for %oth margarines and soaps and could %e imported more
efficiently in larger @uantities1
&n the 036.s the Unilever %usiness gre, and ne, ventures ,ere launched in Latin
America1 &n 034! Unilever purchased A'B #estaurantsF Canadian division %ut sold its
shares through a management %uyout to former A'B $ood Services of Canada CCO
Lefferson L1 Mooney in Luly 03351 By 03/. soap and edi%le fats contri%uted ?ust ".M of
profits> compared ,ith an original 3.M1 &n 03/" the company %ought the %rand Brooke
Bond <maker of 9 Tips tea=1
&n 03/4 Unilever strengthened its position in the ,orld skin care market %y ac@uiring
Chese%roughE9onds> the maker of #agN> 9ondFs> A@uaE(et> CuteA (ail 9olish> and
Haseline1 &n 03/3 Unilever %ought Calvin +lein Cosmetics> $a%ergK> and Cli*a%eth
Arden> %ut the latter ,as later sold <in !...= to $$& $ragrances1
&n 0335 Unilever purchased 2elene Curtis &ndustries> giving the company Oa po,erful
ne, presence in the United States shampoo and deodorant marketO1 The purchase %rought
Unilever the Suave and $inesse hairEcare product %rands and -egree deodorant %rand1
&n !... the company a%sor%ed the American %usiness Best $oods> strengthening its
presence in (orth America and eAtending its portfolio of foods %rands1 &n April !... it
%ought %oth Ben ' LerryFs and Slim $ast1
The company is multinational ,ith operating companies and factories on every continent
<eAcept Antarctica= and research la%oratories at Col,orth and 9ort Sunlight in CnglandJ
Hlaardingen in the (etherlandsJ Trum%ull> Connecticut> and Cngle,ood Cliffs> (e,
Lersey in the United StatesJ Bangalore in &ndia <see also 2industan Unilever Limited=J
and Shanghai in China1
The US division carried the Lever Brothers name until the 033.s> ,hen it adopted that of
the parent company1 The American unit has head@uarters in (e, Lersey> and no longer
maintains a presence at Lever 2ouse> the iconic skyscraper on 9ark Avenue in (e, Pork
City1
The company is said to promote sustaina%ility and started a sustaina%le agriculture
programme in 033/1 &n May !..4 it %ecame the first tea company to commit to sourcing
all its tea in a sustaina%le manner> employing the #ainforest Alliance> an international
environmental (O> to certify its tea estates in Cast Africa> as ,ell as thirdEparty
suppliers in Africa and other parts of the ,orld1 &t declared its aim to have all Lipton
Pello, La%el and 9 Tips tea %ags sold in Bestern Curope certified %y !.0.> follo,ed
%y all Lipton tea %ags glo%ally %y !.081
Covalence> an ethical reputation ranking agency> placed Unilever at the top of its ranking
%ased on positive versus negative ne,s coverage for !..41
&n !../ Unilever ,as honoured at the 83th Annual Technology ' Cngineering Cmmy
A,ards for OOutstanding Achievement in Advanced Media Technology for Creation and
-istri%ution of &nteractive Commercial Advertising -elivered Through -igital Set Top
BoAesO for its program Axe: Boost Your ESP.
On Septem%er !8> !..3> Unilever to ac@uire the personal care %usiness of Sara Lee1
Leading %rands such as #adoA> Badedas and -uschdas strengthen category leadership in
Skin Cleansing and -eodorants
On August 3> !.0.> Unilever signed an asset purchase agreement ,ith the (or,egian
dairy group T&(C> to ac@uire the activities of -iplomE&s in -enmark> as of 6. Septem%er
!.0.1
On Septem%er !"> !.0.> Unilever announced that it has entered into a definitive
agreement to sell its consumer tomato products %usiness in Bra*il to Cargill
On Septem%er !4> !.0.> Unilever purchased Al%ertoECulver> the maker of personal care
and household products such as Simple> HO8> (eAAus> T#CSemmK> and Mrs1 -ash for
QUS614 %illion1
On Septem%er !/> !.0.> Unilever and CHA announced that they have signed an
agreement under ,hich Unilever ,ill ac@uire CHAIs ice cream %rands <amongst others>
Scandal> Hariete and +ara%ola= and distri%ution net,ork in reece> for an undisclosed
amount1
On March !6 !.00: Unilever announced that it has entered a %inding agreement to sell
the glo%al SaneA %usiness to ColgateE9almolive for G54!m1 Unilever also announced that
it has entered into a %inding agreement to ac@uire ColgateE9almoliveIs laundry detergent
%rands <$a%> Lavomatic and Hel= in Colom%ia for USQ!08m
-0.0 1rgani3ational structure:
A-H&SO#
M- ' CCO
2ead of
Customer
Care -ept
2ead of
Cngine
ering
Chief of
corporate
Affairs '
Strategic
9lanning
Chief
$inancial
Officer
Chief
Marketing
Officer
2ead of
2uman
#esources
2ead of
Billing
' &T
Chief
Technical
Officer
($apter*+.
.0+0 Strategic planning of Unile!er
.0,0 (orporate planning:

a0 8ision:
The Unilever Credit Union ,ill %e the preferred financial services provider for the
ma?ority of Unilever (orth American employees and their families
b0 6ission:
T$e Unile!er (redit Union will become t$e preferred pro!ider b':
<0= Offering a full range of cost effective financial services
<!= -elivering personali*ed> customer focused service
<6= Leveraging its uni@ue position ,ithin Unilever (A to drive mem%ership
c1 Strategic business unit (S7U):
Unilever has three types of %rands> like
01 2ome care %rands
!1 9ersonal care %rands
61 $ood %rands
d1 6ission Statement:
UnileverFs mission is to add Hitality to life1 Unilever meets everyday needs for nutritionJ
hygiene and personal care ,ith %rands that help people feel good> look good and get more
out of life1
8ision:
Unilever operates their %usiness ,ith a vie, to:
Be ,ork to create a %etter future every day1
Be help people feel good> look good and get more out of life ,ith %rands and
services that are good for them and good for others1
Be ,ill inspire people to take small> everyday actions that can add up to a %ig
difference for the ,orld1
Be ,ill develop ne, ,ays of doing %usiness ,ith the aim of dou%ling the si*e of
our company ,hile reducing our environmental impact1
A new !ision:
&n (ovem%er !..3 ,e launched a ne, vision to dou%le the si*e of our %usiness ,hile
reducing our overall environmental impact across our entire value chain1 The
commitment presents Unilever ,ith a ma?or challenge1 The reduction ,e are talking
a%out is an a%solute one1 &t incorporates all our impacts right across the value chain R
from the sourcing of our ra, materials through to consumer use and disposal of our
products1 &n short> ,e intend to decouple gro,th from environmental impact
e0 7(G 6atri& of Unile!er 7anglades$ Ltd:
9: Star )roducts:
2igh gro,th rate ' high market share
01 LuA
!1 Sunsilk
61 Surf CAcel
"1 Close up
9: (as$ (ow products:
Lo, gro,th rate ' high market share
01 9onds
!1 Lipton Taa*a
61 Life%uoy soap
"1 #eAona
9: ;uestion 6arks products
2igh gro,th rate ' lo, market share
01 Bheel 9o,er Bhite
!1 Bheel lemon 9o,er
61 -ove
"1 $air ' lovely
9: 4og )roducts:
Lo, gro,th rate ' lo, market share
01 Life%uoy shampoo
!1 Haseline
.0-0 4epartments in Unile!er:
-uring my visit at Unilever office & come to kno, that there are follo,ing departments
are currently ,orking:
9: #esearch and development
9: &nformation technology
9: 2uman #esource
9: Supply Chain
9: Marketing
9: Customer development
9: Business to Business
9: $inance -epartment
#esearc$ and de!elopment
This department %rings ideas to improve and introduce their %rands as ,ell1
Information tec$nolog':
The managers of this department find the ne, technologies availa%le and use this
technology to drive competitive advantage1
<uman #esource department:
Managers of this dept use to drive the employees in a disciplined manner to achieve
organi*ational goal1 2ere the also motivate the employees to the fullest possi%le eAtent1
(ustomer de!elopment:
Building relationship ,ith customer and maintain the relation is important ?o% for any
organi*ation that and is done %y the managers of this departments1 This department also
tries to find needs and ,ants of the customers1
Suppl' c$ain department:
After production ho, products should %e distri%uted to the supplierE ,holesalers> retailer
or ,hat ,ould %e the chain of supply of the products from production till sales to the
final consumer is totally operated %y this department1
6arketing department:
Managers of Marketing department tries to create values of their %rands to the customer
%y taking various steps likeE promotion> advertisement> free distri%ution and so on1
=inance department:
The vital role is played %y finance department This department develop plans for their
financial activities and also prepare the %udget for the coming fiscal year
.0.0 7usiness planning:

S>1T anal'sis:
a0 Strengt$s
9: Largest organi*ations
9: Advanced technology
9: ,ell skilled professionalsI
9: ood distri%ution net,ork all over ,orld
9: Unilever provided creative strategies
9: Strong marketing and good image creation
9: Bide distri%ution channels in %oth national and internal markets
9: -ecentrali*ed decisionEmaking
9: 2igh market share
9: Strong management teams
9: Cfficient 2#M department
9: Strong reputation
9: lo%al innovation centers
9: Understanding local culture
b0 >eaknesses
9: Competitors offered %etter alternative product
9: -ual coEchair approach and dual company structure create pro%lems
9: Lack of high volume %rands
9: Slo, sales gro,th compared ,ith the competitors1
9: Lo, cash flo,
9: $ocus on short term strategy
9: 2igh cost of restructuring
9: 2ard to manage and control company structure
9: 2igh cost limit promotions in company
c0 1pportunities
9: #ural areas are a large prospective market
9: Cmploying eAternal ?o% applicants
9: ain high market share
9: &ntroducing ne, distri%ution channel
9: Advertising through eEcommerce
9: 9romote its products in ne, geographic areas
9: Customer %ase is increasing ,ith effective marketing
9: Take advantage of the changes of technology
9: &ncrease cash flo,
9: ain scale of economies
9: -ecrease its la%or cost
9: Maintaining good relationship
9: 9opulation eApanding at a rapid rate
9: Current capacity utili*ation is /.M
d0 T$reats
9: 9roduct innovation is ineffective
9: The high competition for market share increases rapidly
9: Changes of peopleIs lifestyle
9: 9olitical and Cconomic factors
9: &ncreasing social a,areness in society
9: Unfavora%le conditions
9: CompanyIs image destroyed
9: Ac@uisition decision
.0/0 )roduct planning:
.0/0,0 Strategic business unit (S7U):
01 2ome care %rands
!1 9ersonal care %rands
61 $ood %rands
,1 <ome care brands:
9: Surf %&cel
Surf eAcel is the highest selling premium ,ashing po,der in
Bangladesh1 Over the last t,enty years it has anticipated the
changing ,ashing needs of the Bangladeshi homemaker and
constantly upgraded itself1
Surf eAcel is a champion of unleashing human potential1
Conse@uently> it %elieves that children learn %est ,hen left to
discover things on their o,n1 $or any conse@uential stains
there is Surf eAcel1 And %ecause it takes only one minute for
children to get dirty> Surf eAcel no, removes tough stains
like ink ' shoe polish ,ithin one minute1
9: 8im 7ar
The highly popular Him Bar challenge campaign
created @uite a hype in households all over the country1
2ouse,ives ,ere challenged that they have never
%efore eAperienced such a @uick and efficient cleaning
effect on their kitchen utensils ,ith any other productS
The Him Bar> a revolutionary innovation for household
products> %rought together tradition and technology and
came up ,ith a dish,ash in soap form1 The Him Bar is a po,erful grease cutter that
removes tough %urnt marks easily1 &t is also suita%le for all types of dishes and offers
easy cleaning ,ith a pleasing lemon fragrance1
9: >$eel
A dominant market leader in the detergent segment> Bheel
Bashing 9o,der is kno,n for its great cleaning a%ility ,ith
minimum effort1 The ne, formulation of Bheel Bashing
9o,der is enhanced ,ith the fragrance of thousand flo,ers as
,ell as the po,er of lemon> thus not only removing the tough
dirt in your cloth> %ut also leaving clothes smelling of a
thousand flo,ers ,ell after ,ashing1 The convenience
provided %y Bheel Bashing 9o,der has relieved many house,ives from the la%orious
laundry process of the traditional Ball Soaps1
-0 )ersonal care brands:
9: Lu&
Lu& Strawberr' and (ream:
Cvery ,oman ,ants to %e
indulgedS Use LuA Stra,%erry
and Cream to fill your skin
smooth and silky1 Lovingly
created ,ith a sumptuous miA of luscious stra,%erries and moisturi*ing cream
eAtracts that leaves your skin soft1
Lu& )eac$ and (ream: (o ,omen can resist the pleasure of %eing pampered1
Use LuA 9each and Cream> lovingly created ,ith the %lend of ?uicy peach and
moisturi*ing cream eAtracts> for a velvety> soft skin1 Lust gorgeousS
A?ua Sparkle: Bake up to a %ody that looks fresh and full of life1 LuA A@ua
Sparkle> ,ith refreshing mineral salts and sea,eed eAtracts> is the %est kept secret
to help rene, your skin from %ored to full of lifeS There ,onIt %e dull daysS
9: )ond@s
&n 0//5 it ,as relaunched as 9ondFs CAtract and in 030"
9ondFs Cold Cream and Hanishing Cream marked the
%randFs evolution to a %eauty icon1 By the midE03!.s it
,as reflecting this positioning ,ith endorsements %y
society %eauties1 &ts stylish image ,as underpinned %y
guarantees of product delivery and an understanding of
,omenFs %eauty routines and needs1
&n 0388 9ondFs CAtract Company merged ,ith
Chese%rough Manufacturing and in 03/4 Unilever purchased Chese%roughE9ondFs1 By
this time the 9ondFs %rand had %uilt up a po,erful international presence1
)ond@s 4ail' =ace >as$
Cven the %est soaps are alkaline> ,hich ,hile cleansing your face> dries and stretches
your skin> resulting in premature ,rinkles and lines1 9ondFs -aily $ace Bash is 0..M
soapEfree> thus nonEalkaline1 &ts Active Cleansing System deep cleans ,ithout drying1
Pour face retains its natural moisture and looks noticea%ly radiant1
)ond@s 8anis$ing (ream
An innovation from 9ondFs &nstitute> 9ondFs Hanishing Cream reduces eAcess oil from
your skin through a t,oE,ay action:
&tFs uni@ue Oil Control System helps regulate oil secretion
&tFs uni@ue Micro Sponges a%sor% eAcess oil
)ond@s Aouris$ing =acial Scrub
9ondFs (ourishing $acial Scru% %rings you the promise of clean skin that feels softer and
nourished1 &ts Skin CAfoliating and #evitali*ing System contains t,o kinds of
micro%eads1 The ,hite Scru%%ing Beads help to deep cleanse gently> removing dead skin
cells> thus preventing %lackheads and pimples1 The orange (ourishing Beads ,ith
vitamin C help to nourish the skin1 &ts p2E%alanced cleanser formula deep cleans ,ithout
destroying the moisture %alance of the skin1
)ond@s 6oisturising (old (ream
$eel the difference from the very first time you use it1 &t provides:
Hital Beauty Oils ,hich penetrate deep to provide complete nourishment
(atural Moisturising $actors ,hich help retain essential moisture to prevent dry
lines
)ond@s 4reamflower Talcum )owder
A ,hole ne, ,orld of freshness and fragrance to give you a confident start
)ond@s 6oisturising 7od' Lotion
9ondFs Moisturising Body Lotion is a light nonEgreasy lotion that gives you silky smooth
skin1 &ts formulation is enriched ,ith moisturisers and vitamin C that ,ith regular use:
Softens your skin from ,ithin
ives your skin a silky smooth feel
9: (lose up
Close up ,as launched as a gel toothpaste
containing microE,hiteners and mouth,ash in
03/"> and fired the imagination of the population
,ith its eAciting advertising1
Seeing the success that Unilever Bangladesh had ,ith lo, unit price packs in other
categories> a sachet E more popularly called mini pack E met ,ith astounding success and
ena%led millions of youth> ,ho aspired for a modern trendy %rand %ut ,ere una%le to
afford one> to use the %rand1
9: =air B Lo!el'
BorldFs num%er 0 fairness cream no, redefines
the route to fairness ,ith the ne, advanced
Multivitamin $airness and (ourishment
formula1 The cream gives total fairness in four
,eeks that rivals the %est professional %eauty
treatment> %ut ,ithout %leach or harmful
chemicals that can damage skin1
-ifferent people have different skin types and that is ,hy> $air ' Lovely has a range of
variants to meet the different needs:
E $air ' Lovely Ayurvedic $airness Cream
E $air ' Lovely Body $airness Milk
* $air ' Lovely Skin Clarity
* $air ' Lovely Men* Active
.0 =ood brands
Taa3a:
Taa*a consistently delivers on its promise of freshness
,ith the help of UnileverFs ,orldEclass %uyers and
%lenders1 Taa*a is availa%le as:
Taa*a -anedar T the classic Taa*a %lend that
gives a s,eet li@uor ,ith %rilliant colour and
aroma> a cup of tea filled ,ith daylong
freshness1
Taa*a Tea%ag T Taa*aIs special dou%le
cham%er flo,Ethrough tea%ag provides a cup of
tea ,ith eAceptionalcolourand taste1 Consumers no, have the option to customi*e
their o,n cup of tea> the ,ay they like it T light> regular or strong1
($apter*+/
4.1. Conclusion:
The report has attempted to point out strategic planning process in Unilever Bangladesh1
Though there is 2# department in Unilever Bangladesh -haka office1 Be face some little
%it pro%lem to collect the necessity information1 Be can get little information a%out
planning process in Unilever Bangladesh1 Be have to communicate ,ith Unilever
Bangladesh headEoffice in -haka1 After fe, refusals> at last ,e are a%le to collect
information from Unilever Bangladesh 2# department %ut it curtails our time duration to
prepare a rich full report1 Be also take support %y some secondary reports as ,ell as
internet and Unilever report pu%lication1 Be have to ignore some confidential data1
4.2. #ecommendations:
U They should encourage ne, products1
U Bring innovations in the eAisting products1
U They should conduct more surveys in order to kno, a%out customer satisfaction level1
U Casy access for communication should %e provided in the rural areas1
Suggested Strategies:
U Market -evelopment
U Market 9enetration
U 9roduct -evelopment
U #estructuring
U #etrenchment
U Li@uidation
7ibliograp$':
=> Marketing Management. (11
th
Edition)
By: Philip Kotler
=> Unilever -haka office
=> ,,,1unilever1com1%d
=> ,,,1unilever1com
=> www.google.com
=> ,,,1consumer1com