Round 1

Growing Through
Non-Traditional
Media
THE
STATUS QUO
After 2 long years of the COVID-19 pandemic, normalcy is re-emerging. At the
height of the pandemic, unemployment and poverty increased nationally due
to almost 6 million Bangladeshis losing their jobs and other sources of
earnings. This pushed the country's upper poverty rate to 42%. As a result,
people's lives underwent severe adjustments, with 78% of them reducing their
daily spending.

Due to people being stuck in their homes and rapid digitisation of day-to-day
activities, there has been a drastic shift in the behaviour of the media
consumption of people. On one hand, digital media has flourished and on the
other, media like newspaper and television have been struggling. Access to
information has become considerably easier due to continuous adaptation of
social media platforms. This has enabled consumers to be more aware and at
the same time, more skeptical about brands.

Although Bangladesh's economy has recovered strongly from the pandemic,

growth is now facing new challenges as global commodity prices are on a rise
amidst the tension from Ukraine-Russia conflict.

Page 1 of 17
 MEDIA CONSUMPTION
IN BANGLADESH
WHAT HAS CHANGED IN THE LAST 3 YEARS IN TERMS
OF TV VIEWERSHIP AND INTERNET USAGE?
Use of Internet has skyrocketed whereas TV
viewership has seen a slight drop. Studies
have demonstrated that people belonging to 84%
86%

higher income segment do not watch local

channels on television. Furthermore, Viewership
TV
increasing number of people are opting for 2021 2018
foreign channels, such as Indian media, as a
source of entertainment. This is a big issue
since television is Unilever’s biggest
touchpoint. In India, advertisements are
customised for
each state in terms of culture, language,
INTERNET behaviour and so on, which results in
Penetration grabbing the consumers’ attention
47% better. In Bangladesh, however, a single
advertisement is circulated across the
26%

nation, which oftentimes become

2021 2018
challenging for consumers to relate to.

MEDIA VIEWERSHIP BY YEAR

91%
90%
85% 86% 84%
83%
2019
47%
2020

26%
2021
24% 24%
18% 15% 15%
13% 13%

ALL MEDIA TV PRINT RADIO INTERNET

*THE DATA AND INFORMATION PROVIDED IN THIS CASE ARE HYPOTHETICAL AND NOT
A REPRESENTATION OF UNILEVER'S BUSINESS.
Page 2 of 17
 MEDIA CONSUMPTION TREND
BETWEEN MALE & FEMALE

INTERNET 56% 39%

RADIO 17% 9%

PRINT 28% 9%

TV 85% 82%

ALL 93% 89%

MEDIA

PRINT MEDIA
Newspaper readership has decreased, and urban’s drop is faster
which demands re-thinking about print media strategy.

3.5
Up to
3

25% Drop in
2019 2021
Total circulation in millions of top
Circulation
20 newspapers

*THE DATA AND INFORMATION PROVIDED IN THIS CASE ARE HYPOTHETICAL AND NOT
A REPRESENTATION OF UNILEVER'S BUSINESS.
Page 3 of 17
 ACCESS TO INFORMATION
IS EVOLVING RAPIDLY
Almost half of Bangladesh is now connected to the internet (47%) but
it is split disproportionately between Western and Eastern regions.
Among the urban population, 59% has access to internet whereas,
among the rural population, 39% has access in 2021.

URBAN
2021 59%

2018 36%

47%
1.8x vs 2018 RURAL
2021 39%

2018 23%

ONLINE PRESENCE IS EVIDENT

ON DIFFERENT PLATFORMS
Potential target audience compared to total
population represent in these media

32.1% 19.6% 2.7% 3.4%

*THE DATA AND INFORMATION PROVIDED IN THIS CASE ARE HYPOTHETICAL AND NOT
A REPRESENTATION OF UNILEVER'S BUSINESS.
Page 4 of 17
 Top website visits in Bangladesh in terms of total traffic
volume by Alexa

FACEBOOK YOUTUBE GOOGLE

Most time spent or high stickiness noted in these websites

People’s media consumption is rapidly shifting online, and it is driven by

increased smartphone ownership. This could be the time to increase
engagement with online customers through e/f-commerce.

THE DIFFERENCE

TRADITIONAL NON-TRADITIONAL
MARKETING MARKETING
Print and broadcast Alternative forms of
media – one way media to traditional
communication from media. E.g. Wall
the sender to recipient. painting, miking, rural
E.g. TV & OVCs. hut branding, free WiFi
based advertisements
& transport branding.

Page 5 of 17
 PILLARS CONNECTING
MARKETING WITH MEDIA

REACH
The approximate number of potential shoppers who see a
specific advertising campaign

SALIENCE
The degree to which shoppers think of a brand when they are in
the middle of a purchase decision

PERSUASION
The ability to not just influence people's actions, but also
their attitude

Page 6 of 17
BEHAVIORAL CHANGES
IN PEOPLE
People nowadays have a very low span of
attention. To solve this, offline activation
has proven to improve the quality of
reach.

Media has become a very tight and

vulnerable space, where consumers’
choices are evolving and thus becoming
fragmented, which is being difficult to
keep track of. So, accurate identification
of the target group is imperative.

People nowadays have become less

inclined towards seeing any form of
promotional content.

Page 7 of 17
 SHIFT IN BUYING BEHAVIOR OF SHOPPERS
DURING CHALLENGING TIMES

A study showed that in the pursuit of stocking up essentials, non-vulnerable

consumers ended up spending 6% more on average for regular household
FMCG products – termed “the leaky wallet”. Due to the prudent steps taken by
the Government of Bangladesh, significant growth was driven by a recovery in
the manufacturing and service sectors in both FY21 and the first part of FY22.

Low Income Middle Income High Income

Shoppers Shoppers Shoppers
Downtrading Fewer trips

Not impacted as
Value packs or sufficient funds
Active use of coupons available to
smaller sizes
offset increased
prices
Exiting categories & Use of
relying on necessities coupons/ promotions

Necessity to Be Smart Enjoy

Save
Generally, it is the urban consumer who is hit more than the rural buyer during
inflation.

People today are more skeptical of advertisements due to a lack of credibility.

Consumers are more aware, tech-savvy and have easier access to information
to make more informed and profitable purchase decisions for themselves,
especially in these challenging times. It is of utmost importance for us at
Unilever to future-proof our brands in a way that will simultaneously protect
our brand position and promote it.

Page 8 of 17
 YOUR TASK
Among the given brands, pick
one brand and design one
campaign with multiple
touchpoints (no more than three)
using non-traditional media to
drive the pillars of marketing

Page 9 of 17
 POINTS TO BE NOTED
Your big idea needs to be centred around one Unilever brand only.

We are providing the functional benefits and purpose of six brands

(Pepsodent, Vaseline, Pond’s, Rin, Horlicks, and Dove). Note that
you will HAVE TO choose one of these brands for your solution.
Choosing any other brand outside these will not be accepted.

No financial analysis is required for any campaign or the big idea.

We are highlighting some of the non-traditional initiatives by

major Unilever brands over the past years for inspiration.

ASSESSMENT CRITERIA
Criteria Marks

Consumer, Shopper & Market 15

Insights *

Creativity of the Solution 30

Brand Relevance 30

Cohesion of Touchpoints 15

Feasibility of Business Plan ** 10

Total 100

* No primary research is needed. Secondary research will suffice.

** Campaigns should include total reach, cost per reach and cost per
conversion estimates, indicating the overall scale of the campaign.

Page 10 of 17
SUBMISSION GUIDELINES
Solve the case in the form of a 5-minute video and upload
it on the website.

The video should not exceed 5 minutes.

Please ensure your video is functioning before your

submission. If the video does not work while assessment,
your application will be disqualified.

You can create the video however you like. Your presence in
the video is up to your discretion.

Make sure the picture and audio quality is good.

The video file should be named in the format BizMaestros

2022_Team Name
(E.g. BizMaestros 2022_Team Incredibles).

For submitting your video on the website, if you have

already registered, log into your Team Profile. Check your
details carefully because this will be the final time you can
edit your profile before submitting the solution

Click “Submit Your Video” and upload your video in the

google form provided.

Once you have clicked ‘Submit’ button, your response is

recorded, and you will receive a notification for successfully
submitting the solution.

Round 1 Video Submission Deadline: Monday, 17 October

2022 within 12:30 PM

Page 11 of 17
FUNCTIONAL
BENEFITS &
PURPOSE

Page 12 of 17
FUNCTIONAL BENEFITS
Pepsodent Germicheck has
Pro-Fluoride Complex and Active
Micro-calcium that give
Maximum Cavity Protection and
10x Stronger Teeth.
FUNCTIONAL BENEFITS
Moisturisation. Heals all skin.
FUNCTIONAL BENEFITS
Pond’s gives woman the most
flawless skin that keeps them
ready to go face to face. This
ranges from spotless glow, oil
control, pimple control to
hydration.
PURPOSE
Pepsodent as a brand is on a
mission to eradicate preventable
oral diseases so that everyone
can unlock the power of their
smile. That is because every
smile matters.
PURPOSE
Giving everybody healthy skin to
live without limits.
PURPOSE
Pond’s stands for MEANINGFUL
BEAUTY that inspires young
women to use the power of their
face to make relationships more
meaningful.
Page 13 of 17
FUNCTIONAL BENEFITS
Provides essential Nutrition for
everyday growth.
FUNCTIONAL BENEFITS
Colours and clothes so bright
that the world cannot miss.
FUNCTIONAL BENEFITS
Dove pleasurably delivers Superior
Care to tangibly improve the
condition of your skin or hair whilst
meeting or exceeding all
consumer expectations on the key
market drivers for each category.
PURPOSE
Nourish the human Potential by
fulfilling the nutritional needs.
PURPOSE
Shine limitless expressing inner
brightness, boldly.
PURPOSE
To invite all women to realise
their personal potential for
beauty by engaging them with
products that deliver Superior
Care. Dove believes that beauty
should be for everyone because
looking and feeling your best
makes you feel happier.
Page 14 of 17
 WHAT HAS
UNILEVER
BEEN UPTO?

GAL CAREER ACADEMY

VIM UTHAN BOITHOK

Page 15 of 17
 GAL CAREER ACADEMY
Glow & Lovely Careers is a Unilever
initiative to empower 5 million women
across Asia and Africa through career
guidance, skills for jobs and job
opportunities

With the assistance of this Glow & Lovely

Careers, anyone can move closer to their
goal of forging their own identity, whether
she is a student, a job seeker, or working woman. The curriculum is created with
the needs of women from diverse backgrounds in mind. As a result, the
specialised women's courses are designed appropriately and provide a wide
range of duration options, from one-day courses to lengthy courses. The
programme also considers any obstacles that women may face, and as a result,
provides easy access to the finest courses which they can do on their own time.

Numerous women from various social,

economic, and cultural backgrounds have
had success altering their life via Glow and
Lovely Careers. The programme has seen
women choose their own paths and
embark on journeys to realise their
aspirations. The charity is motivated by the
success stories of these ladies.

The foundation is motivated to broaden

the programme to reach many more
deserving future leaders as each woman
grows to be more effective, self-assured,
and independent.

Glow & Lovely Careers is here to help every

woman become the success she was
destined to be with over 500 courses,
exams, and articles!

Page 16 of 17
UTHAN
BOITHOK

Uthan Boithok has been a cornerstone for activation at Unilever since the
early 1990s. It has helped Unilever develop the market and brands
together. The brand strategy devised is primarily for gaining leadership in
the category through increasing penetration and share of consumer FMCG
pocket.

In most parts of Bangladesh, especially rural, dishwashing is still done by

ash/chai. Converting them to Vim bar is the key task of Uthan Boithok.
Uthan Boithok has been instrumental in communicating the brand benefits
and demonstrating product efficacy to rural housewives.

These are done through flip chart stories,

wash demonstration, relevant quizzes,
and games. Uthan Boithoks are wrapped
up by product sampling. The wash demo
is the key brand experience where the
Power of Vim as an ash alternative is
demonstrated.

Page 17 of 17