Product profile:
Unilever Bangladesh Limited is an excellent example of a strong local company successfully leveraging an international network. It started its business in Bangladesh in 1964 as a manufacturing wing of Lever Brothers Pakistan Limited. Initially it started the onshore operations by setting up a soap factory at Chittagong. Lever Brothers Bangladesh Ltd (LBBL) was formed in 1973 with 39.25% share held by the Government. In 1990 the company diversified its base of personal and laundry soaps and shampoo and now has a strong range of 14 brands. In December 2004, the company aligned its name with the global identity by changing its name to Unilever Bangladesh Limited (UBL). Currently the company is one of the most reputed companies of the country with its products reaching about 90% of the households. It has 15 brands in total, with power Brands being Lux, Lifebuoy, Wheel, Fair and Lovely etc. The company has been delivering double digit growth consecutively for the last 8 years and it leads the market in almost all the categories that it operates. Product categories: Household Care, Fabric Cleaning, Skin Cleansing, Skin Care, Oral Care, Hair Care, Personal Grooming, Tea based Beverages Unilever’s brands: Wheel, Lux, Lifebuoy, Fair & Lovely, Pond's, Close Up, Sunsilk, Taaza, Pepsodent, Clear antidandruff shampoo, Vim, Rin, Surf Excel, Rexona, Axe, Dove, Vaseline and Pureit water purifier. Unilever employ 234,000 people in around 100 countries worldwide. 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 they have equal number of Bangladeshis working abroad in other Unilever companies as expatriates.

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Strategy pursue:

A strategy is all about integrating organizational activities and utilizing, allocating resources within the organizational environment so that it meet the present objectives of the organization. Unilever Bangladesh Limited has their own strategy and because of successfully planning and implementing the strategy they become one of the leading business organization operates in Bangladesh. Due to the strong business level strategy of Unilever Bangladesh limited it is become possible to being market leader. Unilever Bangladesh limited pursue several business unit strategy for their product and services. Unilever Bangladesh limited basically goes for the differentiation business strategy for their product and services, and these differentiation strategy leads them to become market leader and being very popular brand in to their customers. Unilever Bangladesh limited design their own strategy based on their customer segmentation. They divided their product group in to several segments based on the consumers markets of demographical factors, geographical factors, consumers’ pattern and psychological patterns. Unilever Bangladesh limited applied differentiation strategy in several ways. Those are:  Provide unique features of the product  Super quality of the product  Continuous innovation product  Provide customer services Unilever Bangladesh limited breadth of competitive scope is broad target market and their source of competitive advantages is uniqueness of the product. That’s why the can charge higher prices and their valued customer can willingly pay to consume the product.

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03. Trends of performance:
Unilever Bangladesh Limited (UBL) consistently maintain their performance level and because of their high performance in the market they create a strong brand image in consumers mind. Strong business level strategy of UBL helps to improve performance day by day. Unilever Bangladesh Limited give importance in to the promotional activities to increase the market share. Various type of promotional activities of products helps them to become popular. For example various promotional activities of Pepsodent, Sunsilk, and Ponds etc. become favorite to the customers. Currently ponds introduce a new promotional activities for the married couple named “my 2 nd honeymoon”. Lux beauty soap is one of the major toiletries and also the king product from Unilever. Lux become very popular because of their high quality controls. Lux continuously make changes in their colors, flavors and in design. Which helps to remain attractive to the customers. Unilever increases their performance because of their unique advertisement program. In TVC of lux, Surf excel, Pepodent, Sunsilk and Clear shampoo they always try choose brand ambassador and models from the film, media & sports industry, also try to provide expert opinions regarding product features which increases the brand image and acceptability of the product in to the customers mind. These unique techniques of promoting product helps to increase performance level and create loyal brand customer. Lifebouy and Pepsodent initiated health awareness campaigns that have brought the message of healthy living to millions of people. The Pepsodent team concentrates on schools across the country and suburban localities to promote oral hygiene. Initiatives like the Dental Support Program and Dental Health Awareness Week, both of which have been quantum leaps in developing good oral hygiene. A good business level strategy and by supporting the strategy in various ways make Unilever Bangladesh Limited different from other organizations. Their unique product feature, social responsibility, no compromising with the product quality makes Unilever success in the market. People willingly buy their product without any hesitation. It increases company’s yearly sales turnover, increases sales volume and as well profitability year by year. That’s trends there performance in higher level day by day.

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04. SWOT analysis of Unilever Bangladesh Limited:
Strength:  Strong Brands  Efficient Manufacturing  Efficient human resources.  Superior Sales Team  Efficient financial model  Regional Support  Providing quality product.  Strong distribution channel. Weakness:  Lack of Flexibility compared to local competitors  Supply is not meeting demands.  Product price is little bit higher than local companies. Opportunities:  Growth Potentials  Scope of increased manufacturing  Market demand is huge.  Customers are now more quality concern.  Bangladesh Government has increased the taxes for imported cosmetics. This will help them to gain more market share.

Threats:  Competitors are not fully maintaining government regulation.  Customers are now more price sensitive.

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05. Possible measures to improve performance:
Performance of Unilever Bangladesh Limited is quite strong compare to other competitors in Bangladesh. Unilever Bangladesh Limited already earning above average return from their different product line. They are earing above average profit because of the successfully implementing the business level strategy. However Unilever Bangladesh Limited has the chances to improve their performance. The possible measures to improve performance are:  By reducing product price Unilever can easily increases their sales volume current level to double because of the high demand of their product in the market.  UBL only goes for the differentiation strategy but they can also target the narrow market by selecting a focus differentiation strategy by providing very unique and premium product or services to their selected group of customers.  Introduce new product line in the existing market, so that they can increases their market share.  By continuously monitoring the value creating activities of Unilever Bangladesh Limited, by these they can improve the performance of the management, suppliers and human resources of the organizations.

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