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Submitted to:

Md. Arifur Rahman Sr. Lecturer in Marketing DBA, NUB

Submitted by:
Syeda Bashira Khatun Batch: 7A BBA 080260787

Submission Date: 13.06.10

Course Title: International Business Course Code: BBA 3218

A product line refers to a number of products that are related and developed by the same manufacturer. In another sense it can be said product line is a collection of products, offered by a firm, that satisfy similar needs for different audiences. That means a set of related products sold by a single company. Multinational company runs its business crossing the national boundaries, in a word world wide. To continue business successfully over the world, it should face too many competitions. And to survey in the competition it should expand its product line, that competitor cannot bet the business. So as a multinational company every company has large product line. A multinational companys product line may vary from country to country depending on culture, norms, values, religion, life style etc. As multinational companies Unilever, Nestle, Samsung, and British American Tobacco have large product line.

Over view of multinational companies:

Nestle is the world's leading Nutrition, Health and Wellness company. We are committed to increasing the nutritional value of our products while improving the taste. We achieve this through our brands and with initiatives like the Nutritional Compass and 60/40+. We have built our business on the fundamental principle that to have long-term success for our shareholders comply with all applicable legal requirements and ensure that all our activities are sustainable. Our Corporate Business Principles will continue to evolve and adapt to a changing world, our basic foundation is unchanged from the time of the origins of our Company, and reflects the basic ideas of fairness, honesty, and a general concern for people. We seek creative and bold minded individuals who can meet the exciting challenges of today's marketplace. Samsung offers an environment that is full of opportunity, diversity, innovation and creativity. We also offer competitive compensation and extensive, rewarding benefits, as well as a culture that thrives on individuality. Creativity, collaboration and excellence are the hallmarks of leadership at Samsung. By attracting the world's most talented managers and continuously evolving our company's culture to support them, we foster innovative ideas that advance technology, create new products and markets, and improve the everyday lives of our customers.

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. Unilever products touch the lives of over 2 billion people every day. As our business grows, so do our responsibilities. We recognize that global challenges such as climate change concern us all. Considering the wider impact of our actions is embedded in our values and is a fundamental part of who we are. It indicates that the view of the unilever is to reach every step of human life to create better future everyday.

Our goals are to grow our brands and the value of the business, to improve productivity and to embed the principles of corporate responsibility around the Group. British American Tobacco is the world's most international tobacco group. Our vision is to lead the tobacco industry through growth, productivity and responsibility. With more than 250 brands in our portfolio, we make the cigarette chosen by one in eight of the worlds one billion adult smokers. We hold robust market positions in each of our regions and have leadership in more than 50 markets. It outlines what we do, how we work, our strategy and our views on some hot topics for our industry.

Product line of Multinational Company:

In the 1860s Henri Nestl, a pharmacist, developed a food for babies who were unable to breastfeed. His first success was a premature infant who could not tolerate his mother's milk or any of the usual substitutes. Food has entered a new phase. Once upon a time it was simply fuel to survive. Today's consumer is looking for something more - an improved nutritional value. We aim to be able to give consumers the products they need for a healthy lifestyle. We encourage a balanced, healthy diet and make products that fit into this; we are committed to increasing the nutritional value of our products while improving taste and pleasure. Now Nestle have huge numbers of product line. That are- Baby Foods, Bottled Water, Breakfast Cereals, Coffee, Chocolate & Confectionery, Dairy products, Drinks, Ice Cream, In the Kitchen, Nestl Professional, Nutrition & Health, and Petcare.

Baby foods:
It aims to produce such type of baby foods, which is alternate of breast milk or formula alone no longer meet the baby's growing nutritional requirements. Under baby foods brands Nestle have some items, which are Cerelac






Chamyto These are the baby foods produced by Nestle. The company considers the food and nutrition value of baby.

Bottled Water:
It produces bottled water, considering that the water will full fill mineral value, as well as provides its distinctively fresh, clean taste. Under bottled water brands Nestle have some items, which are


Deer Park


Poland Spring

Pure Life





Ice Mountain


Contrex These are the bottled water produced by Nestle. There is also water for weight conscious people. They made bottled water considering all facts, for that it become an easy way to make the goodness of nature a part of everyday life.

Breakfast Cereals:
The Company produced breakfast cereals considering the taste of food, and made breakfast more attracting to people. Under breakfast cereals brands Nestle have some items, which are



Cini Minis

Cookie Crisp




Carnation Instant Breakfast

These are the breakfast cereals produced by Nestle. Now, its popularity continues to grow, and our dedication to fulfilling the needs of this decade's especially demanding lifestyles is more focused than ever.

The Nestle brought a variety in the coffee side. It brings a stylish, multi-coffee system that changes the way to make, drink and think about coffee. Under coffee sides it has some items, which are

Nescaf Cappuccino

Nescaf Classic

Nescaf Decaff

Nescaf Gold


Nescaf 3 in 1

Nescaf Dolce Gusto

Taster's Choice The variety flavors of coffee, made their coffee brands popular to world wide. Nescafe gives consumers all the great taste of an exquisite rich aroma and smooth coffee taste worth savouring.

Chocolate & Confectionery:

The combination of milk and cocoa turned the products manufactured under the chocolate brand into something very special. Nestl Confectionery delights consumers everyday and brings happiness to people all over the world. It represents the perfect treat to be enjoyed as part of a well balanced diet and an active lifestyle. Under Chocolate & Confectionery brands Nestle have some items, which are




Kit Kat









Perugina The Nestle at first established with the aim to made baby food, chocolate is another item of babies like. A delicious caramel filled wafer with crisp cereal covered in Nestl milk chocolate. This is the reason to gain the popularity of chocolate brand of Nestle.

Dairy products:
The Nestle offers the milk products, which provide nutrition solutions for different needs of children all over the world to the growing children. It has also dairy food item for family need and other dairy items. Under these products which items are exist




La Laitire

Baeren Marke Dairy items are carefully made by considering the nutrition and milk value. Richer, smoother and creamier than milk with powdered, liquid, flavored; its become wanted by consumers. The coffee-mate is one kind non-dairy creamer.

Nestle offered a formulated supplementary food drink containing essential vitamins and minerals to meet the demands of little bodies and minds. Its drink side is both for children and adults. Under these brand which items are offered,

that are Milo

Nescaf Nesfrapp

Nescaf Takumi

Nescaf Xpress




EveryDay Drinks side is designed considering the nutrition fact of human body. Todays first world people cannot give enough to care of health, keep in mind the fact; they offered easily nutrition maintaining item.

Ice Cream:
Ice cream brand is a different way to enjoy and share milk, cream and chocolate with family and friends. A carefully constructed balance of diverse tastes, textures and colors, culminating in an intense chocolate tip. Nestls ice cream is offered with variety of taste. Under ice cream brands Nestle have some items, which are

Antica Gelateria del Corso


Dreyers Edys





La Cremeria


Mvenpick An ice cream born of a passion for gastronomy, blessed with the best that nature can provide and fashioned with Swiss perfection. And the tasteful variety item ice cream leads the Nestle ice cream sides successfully. In the

Nestle wants to keep its step all the side of house hold, s they also announced the kitchen items. Their kitchen brands aim to made tasty food with in short time. Under in the kitchen brands Nestle have some items, which are Buitoni




Lean Cuisine



Thomy In the kitchen brand of Nestle made consumers life easier to made food. Now it is possible to made time consuming time so fast.

Nestl Professional:
Nestle steps also in the professional sides; which help the chef to work easily. We strive to keep passion and creativity thriving in your kitchen by offering you exceptional, artisan flavors that serve as the foundation for your ideas with constantly renovated to provide food professionals with all kinds of catering solutions and services. Under nestle professional brands Nestle provides services,

which are



Davigel Davifrais



Acqua Panna

Dar Natury Nestle Professional have also restaurant and delivery segment, in home and office delivery segment is a water brand. All items under these brand run successfully to maintain the company.

Nutrition & Health:

Our continuous vision

is to provide you with the relevant information to help you make healthier choices. We believe that by providing transparent and easy to understand nutrition information on all our products, we can meet this vision, which is why we have introduced a new approach to labeling to help you achieve a balanced diet. Under nutrition & health brands Nestle have

some items, which are




Jenny Craig







Juicy Juice Nutrition & health brands help to personalized health and weight management solutions takes a science-based, lifestyle approach to healthy weight management with a focus on three success factors: food, body and mind. Each member of the nutrition and health brands family of products has a unique and patented recipe that has been demonstrated in clinical trials to improve patients' outcomes. Petcare: Nestls aims to serve the food care. But they are not limited them to human food. They also launch the brand of petcare. They launched the kind of nutrition that helps promote a healthy immune system,

healthy skin and coat, and strong teeth and bones, all of which help your dog or cat live a long and healthy life. Under petcare brands Nestle have some items, which are

Pro Plan



Cat Chow

Fancy Feast


Dog Chow





Tidy Cats

The brand of petcare is take care of the nutrition and good look of the pet. The petcare brand with a tantalizing array of individual tastes, recipes and textures each prepared to the highest dog and cat culinary standards and all available in convenient, single-serve portions.


The 60/40+ concept is an expression of the Nestl vision of Nutrition, Health and Wellness. Increasingly consumers are looking to food to provide nutritional and health benefits - not at the expense of taste but in addition to it. Nestl aims to make products that achieve at least 60% consumer taste preference with the added 'plus' of nutritional advantage. This means that in rigorous market testing 6 out of 10 consumers prefer the Nestl product to a competitor's equivalent. It also means that we always thoroughly search for ways to add that nutritional 'plus'. Ultimately, the consumer is the winner with a tested process in place to continually improve the nutritional value of foods they prefer. 60/40+ drives innovation and renovation of products with the consumer at the center. Nutritional

Making healthier choices for you and your family can be very confusing. Our continuous vision is to provide you with the relevant information. This information is given in a standardized format that will allow you to easily compare the amount of energy, protein, carbohydrate and fat in different products. This information box provides key nutritional information about the product. This box provides tips, advice and information related to the product, for example, offering information on how to include the food as part of a balanced diet. The name of Nestle Company indicates that a baby bird is saved in its nest; like that nestle products are save for its babys means consumers. So this multinational company designed successfully their product line according their aim destination.

Samsung Telecommunications America (STA) was established by Samsung Electronics Corporation in 1996. From its Dallas, Texas headquarters, STA researches, develops and markets a variety of personal and business communications products throughout North America including handheld wireless phones, wireless communications infrastructure systems, fiber optics and enterprise communication systems. At Samsung, it's our people that take our products across the line. Samsung has been dedicated to making a better world through diverse businesses that today span advanced technology, semiconductors, skyscraper and plant construction, petrochemicals, fashion, medicine, finance, hotels, and more. Our flagship company, Samsung Electronics, leads the global market in high-tech electronics manufacturing and digital media. In the pursuit of global excellence, Samsung is continuously looking for dynamic new leaders for the digital age of the 21st Century. Types

of Samsung product line:

Samsung product lines are mainly two types. These are consumer products and business products.

Consumer products:
The product which is produced for the direct consumers use is consumer products. Consumer products are the main product of the Samsung Company.

1. Mobile phones

Samsung Smart Phones are pure genius with your choice of Windows mobile OS or Android, QWERTY keyboards with Turbo Scroll, intuitive touch screens, robust multi-media capabilities, and powerful cameras that capture

incredible photos and video. AT&T



carriers, T-Mobile, Verizon Wireless Mobile phone accessories, Shopping cart 2. Televisions Samsung TVs offer world-class picture quality, design and energy efficiency. Find the TV that's perfect for you. LCD

TV, Plasma TV

DLP TV, Beyond TV,



3. Audio / Video
Samsung audio and video are now modernized and extra accessories are

added. Blu-ray

Home theater, MP3 players

Digital set top box, DVD players

4. Cameras & Camcorders

Samsung motives to captures the happiest moment of the consumers, so they launched cameras & camcorders.

Digital cameras

Camcorders Samsungs computer is the latest version of the computer.

5. Computers & Peripherals

Mobile computing

Desktop monitors

Data projectors

Digital photo frame, Hard disk drive





Printers & Multifunction

office In black and white or vivid color for your home office, small office or Samsung leads the way in printing productivity.







Monochrome laser multifunction printers & faxes Color laser multifunction printers & faxes, Supplies & Accessories , Solutions


Home appliances
Samsung offered different types of home appliances to made house hold chores easier and life peaceful and Comfortable.


Washers & Dryers




Air conditioners


Business products:
The product which is used for further business purposes, not for

direct consuming these are called business products. Samsung some brands of business products. 1. IT Business Products * Printers & Multifunction

* LCD monitors * Mobile computing * Data projector * Channel partner program

2. Professional displays

* Large format LCD * Large format plasma

3. Hospitality solutions 4. Telecommunication

* Business telephone system *Telecommunication system-global

5. Semi conductors

* Products * Sales * Events * News * Corporate info

6. LCD panels

* LCD OEM * Monitor * Notebook PC * Mobile display * Digital display

7. Set-top boxes

* Digital video recorder

* Digital satellite receiver * Digital terrestrial receiver * Digital cable receiver

8. Storage

9. Fiber optics

* Optical fibers * Fiber optic cables *Interconnection products

10. CCTV

11. Compressors
Samsung is an electronic goods multinational company, which is trying to work for made the more comfortable for the citizens. In every area of Samsung's business, we work to improve our global society. Samsung harnesses the power of the digital revolution. Samsung Electronics is looking for potential world-class partners.

Unilever has a significant logo which bears some specific meaning. The commitment of Unilever that we help people feel good, look good and get more out of life with brands and services that are good for them and good for others. Our identity expresses Unilever's core values, with each icon representing an aspect of the business. Icons explained Sun, Hand, Flower, Bee, DNA, Hair, Palm tree, Sauces or spreads, Bowl, Spoon, Spice & flavors, Sparkle, Fish, Bird, Tea, Lips, Ice cream, Particles, Recycle, Frozen, Container, Heart, Clothes, Wave, Liquid. Unilevers corporate purpose states that to succeed requires "the highest standards of corporate behavior towards everyone we work with, the communities we touch, and the environment on which we have an impact."

The segment of Unilever Product Line:

Unilever has various product lines as a multinational company. Among these lines seven brands are identified. In these brands food brands, home care brands and personal care brands are large and mainly focused.

Food brands
Unilever is one of the world's leading food companies. Our passion for

understanding what people want and need from their food - and what they love about it makes our brands a popular choice.

Becel, Flora:

Flora Light spread

Flora Omega 3 plus, Flora Buttery spread



Becel proactiv milk, Becel proactiv yoghurt

Becel proactiv spreads

Flora proactiv Yoghurt drink light


Bertolli pasta sauces

Bertolli spreads, Bertolli grilled chicken Alfredo

Bertolli La Bruschetteria

Blue Band, Rama:

Blue Band Good Start spread

Rama classic spread, Doriana light spread,








Rama - Cremefine for cooking Rama idee pack

Doriana cream cheese alternatives, and


Box of Magnum ice creams

Magnum ice cream bar, Cornetto

Ice cream, Carte d'Or, Carte d'Or Light, Breyers CarbSmart Jerry's, and

Ben &

Solero Ice cream

Hellmann's real mayo


Wish-Bone classic Italian salad dressing and Calv ketchup

Amora vinaigrettes, Liquid


soups, Pasta sauce Knorr Stock Pot Knorr Brand, and Knorr pack of spices

Seasonings -

Lipton Green Tea

Lipton Iced Tea and Lipton tea

Lipton Ice Tea,

Lipton Yellow Label tea,

SlimFast Optima Shakes (US)

SlimFast High Protein Chocolate Chip Granola Meal Bar (US), SlimFast

Powder Shakes (Europe) SlimFast Pretzel Snacks (Europe) We are committed to ensuring our products taste great and can form part of a healthy balanced diet. Our brands help make everyday meals special. And theyre often a passport to world cuisine, turning local dishes into appealing new products. Whatever people love about food, we aim to make sure they can trust us to source, make, distribute

and market our brands for Great taste flexibility, healthy choices, fun, indulgent & refreshing.

Home care brands

In many parts of the world we lead the home care market, with variety brands. It's more than just hygiene with homes and clothes that are clean and cared for, we help you get more out of life. Cif: Cif day

gel range

Cif spray

Cif active gel

Cif bottles Comfort


concentrate sunshine Comfort naturals Comfort concentrate tropical burst, and Comfort concentrate pure


Domestos bleach cleaning spray bottles, and Domestos hygienic wipes

Domestos blocks




Omo Capsules

Omo Packet, and Omo Tablets


Rin advanced range - a bag of detergent

Brilhante fresh

Rin shakti, and



Surf tropical Surf Small & Mighty Tropical Small & Mighty, and Surf advanced



Vim Polycoated Bar Sunlight Active Gel Lime Sunlight Standard Lemon, Sunlight Standard Green tea & Lime, Sunlight Standard Lime, Sunlight Active Gel Lemon, Sunlight Pouch and Sunlight Active Gel Orange Making the house hold chores and the life easiest Unilevers home care brands leading worlds most country. Especially in the professional womens life is very much influenced by this brand. For that reason we are the global market leader and have very strong positions in Home Care categories.

Personal care brands:

In Our personal care brands, there are varieties of brands recognized and respected around the world. They help consumers to look good and feel good and in turn get more out of life. Lux:

Lux shampoo Lux hairspray shampoo & conditioner

Lux liquid soap



Dove handwash Dove face care Dove Tools Dove Body wash, Dove hair care, Dove deodorant and Dove soaps, Dove body lotions


Lifebuoy Body Wash Lifebuoy Hand Sanitizer Lifebuoy Hand Wash, Lifebuoy for Men Body Wash, Lifebuoy Clear Skin, and Lifebuoy Bar Soap


Face wipes Cleansers

Ponds Oils

Ponds Moisturisers



Sunsilk Anti-Flat range

Sunsilk Silky & Straight


Waves & Curls, Sunsilk Respect & Balance, Sunsilk Anti-Poof range, Sunsilk Colour & Shine, Sunsilk Deeply Brunette, and Sunsilk Passionately Red Vaseline: Vaseline cocoa

butter Vaseline Intensive Rescue range range, and Vaseline petroleum jelly

Vaseline body lotion


Roxon for women

Rexona for men, Rexona sports Rexona teens, Rexona skin friendly, Rexona skin friendly, Rexona freshness and Rexona low income consumer affordable


Axe Best of Summer Axe Click Axe Shower Range Axe Shower Range, Axe Africa, Axe Stick, Axe Pulse, and Axe Touch

Signal, Close Up:

Close Up Red Hot Pepsodent Whitening Signal Soin Fraicheur, Signal Systeme Blancheur, Pepsodent Pasta Gigi, Mentadent White System, Signal Air Precision and Close Up Milk Calcium nutrient


Bed Head Catwalk, S factor Rockaholic TIGI Colour, B for Men; Love, Peace and the Planet and Bed Head Cosmetics Unilever's vitality mission is a mandate to help people feel good, look good and get more out of life. At the heart of this mission is hygiene and health through hygiene.

Our advertising:
Unilever's brands are known around the world for their thought-provoking yet entertaining advertising campaigns. PG Tips - Breakfast, Dove - Go Fresh, Lynx - Dark temptation, Pot Noodle - Moussaka Rap, Monkey's Christmas speech, Degree Engineered, Sunsilk - Capas Destacada, Knorr - Big Green, Persil - Small & Mighty, Rexona - Friction, Persil - Roboboy, Lifebuoy - Soap for Schools, Dove - Evolution.

The standard advertising strategy helps to promote world wide their product, and run business successfully. Unilever Food solutions help to provide healthier options in several key ways. We also focus on canteens and quick-service restaurants, which are under extreme pressure to offer menus with healthier alternatives. Our corporate purpose sets out our aspirations in running our business. It's underpinned by our code of business Principles which describes the operational standards that everyone at Unilever follows, wherever they are in the world.

Unilever Food solutions:

Unilever Food solutions are one of the world's leading foodservice businesses. Unilever Food solutions help to provide healthier options in several key ways. We also focus on canteens and quick-service restaurants, which are under extreme pressure to offer menus with healthier alternatives. Our corporate purpose sets out our aspirations in running our business. It's underpinned by our code of business Principles which describes the operational standards that everyone at Unilever follows, wherever they are in the world. Health, hygiene &

Unilever's vitality mission is a mandate to help people feel good, look good and get more out of life. At the heart of this mission is hygiene and health through hygiene. For the affluent, health is more than just physical well being. There's a lot we can learn from the social and psychological sciences. But we also need to look carefully at the types of products we use and the delivery mechanisms.

We've created policies and guidelines to ensure we always act responsibly when it comes to health and nutrition. Millions of people around the world enjoy the foods and drinks we create. For them the signs of good health being active, energetic, feeling good, and looking good allow them to get the most out of life. As a multinational company to be success in all nations, it should diversify its product in various lines. Unilever done this successfully. Always working with integrity, positive impact, continuous commitment, setting out our aspirations is the cause of Unilevers leading world wide as multinational company.

British American Tobacco:

We recognize that our business starts with our consumers and our brands. Its not about encouraging people to start smoking or to smoke more, but about meeting the preferences of adults who have chosen to consume tobacco, and differentiating our brands from their competitors. We are the only international tobacco group with a significant interest in tobacco leaf growing, working with thousands of farmers internationally. Regulation of the industry continues to increase including graphic health warnings on packs, tougher restrictions on smoking in enclosed public places and some bans on shops displaying tobacco products at the point of sale. Our international brands: As a major international Fast Moving Consumer Goods (FMCG) company, we are proud of our

reputation for producing high-quality brands that are chosen by one in eight of the worlds adult smokers. These cigarettes brands are Kent


Lucky Strike

Pall Mall





Benson & Hedges

State Express 555

Peter Stuyvesant

John Player Gold Leaf Our four Global Drive Brands our largest premium brands. Our international brands offer a range of premium and super premium cigars and cigarettes. While the Global Drive Brands remain central to our strategy, we are also increasing the profile of the international brands. Our brands: Much of the growth of our leading brands is driven by innovation. We recognize that our business starts with our consumers and our brands. Its not about encouraging people to start smoking or to smoke more, but about meeting the preferences of adults who have chosen to consume tobacco, and differentiating our brands from their competitors.

1. Cigarettes
Not all cigarettes are the same. Smokers around the world prefer many different tastes and strengths and our companies aim for excellence in every step of manufacturing.

2. Cigars

Cigar tobacco is cultivated and processed specifically for the production of cigars. Cigars come in a variety of shapes and sizes. They also vary by method of manufacture, flavor, strength and country of origin. There are two types of cigar.

These are

* Short filler cigars (dry European cigars); * Long filler cigars (wet cigars).
3. Pipe tobacco
The cut or size of the pipe tobacco affects how fast and hot it burns. The Aztec descendants of the Mayan culture enjoyed the ritual of smoking a pipe after dinner and believed it was an excellent way of avoiding hostilities. Pipe tobacco is aged, cut, sized, flavored where appropriate, dried and then packaged.

It is divided into two major groups: * Aromatic pipe tobacco blends have rich aromas and are usually known as Mixture or Cavendish; * Non-aromatic pipe tobacco is sometimes called Straight Blend.

Tobacco and our products:

There is a lot more to tobacco and our products than the controversy that can surround our industry Certain food-type ingredients, or flavorings, are added to balance the natural tobacco taste, often replacing sugars lost in the curing process. We want consumers and governments to know the facts about ingredients used by our companies in the manufacture of cigarettes, cigars, roll-your-own tobacco, pipe tobacco and smokeless snus. If a business is managing products which pose health risks, it is all the more important that it does so responsibly. We are committed to good corporate governance and to achieving our business objectives in a manner which is responsible and consistent with our beliefs in honesty, transparency and accountability. These principles are reflected in our Standards of Business Conduct, which demonstrate our commitment to good corporate behavior.