Marketing Management

1. Course Title: Marketing Management
Course Code: EM-520
Name ID
Syed Akhtar-Uz-Zaman 3-13-24-028
Rubaeth Islam 3-13-26-084
khairunnesa 3-13-26-040
Mahmudul Hasan 3-13-25-081
Md.Amran Hosen 3-09-17-054
Under the Supervision of
Ethica Tanjeen
Assistant Professor
Department of Management

2. On any given day, two billion people use our
products to look good, feel good and get
more out of life.
Unilever has more than 400 brands
More than 172,000 people work for Unilever

3. History:
The term 'marketing mix' was first used in 1953 when Neil Borden, in
his American Marketing Association presidential address
Marketing Mix is a combination of marketing tools that a
company uses to satisfy their target customers, and achieving
organizational goals.

5.  Product means the goods-and-services
combination the company offers to the
target market.
 Product may be tangible (goods) or
intangible (services).

6. Product decisions
 What to offer?
 Brand name
 Packaging
 Quality
 Appearance
 Functionality
 Accessories
 Installation
 After sale services
 Warranty

7.  “Price” refers to how much you charge for
your product or service.
 Your pricing approach should reflect the
appropriate positioning of your product in
the market

8. Price decisions
 Pricing Strategy (Penetration, Skim, etc)
 List Price
 Payment period
 Discounts
 Financing
 Credit terms

9.  “Place” refers to the distribution channels
used to get your product to your customers.
 It not only includes the place where the
product is placed, all those activities
performed by the company to ensure the
availability of the product tot he targeted
customers.

10. Place decisions
 Placement
 Distribution channels
 Logistics
 Inventory
 Order processing
 Market coverage
 selection of channel members

11.  “Promotion” refers to the advertising and
selling part of marketing.
 It is how you let people know what you’ve
got for sale.

12. Promotion decisions
 Advertising
 Media Types
 Message
 Budgets
 Sales promotion
 Personal selling
 Public relations/publicity
 Direct marketing
 Sponsorship

13. Value perceived
in the mind of
the consumer
Cover location,
distribution, channels
and logistics
Marketing
communications
Collection of features
and benefits that
provide customer
satisfaction

14. Overview of “Unilever”

15. History
•1930-Formed as lever brothers
•1969-A time for growth
•1999-Restructuring and consolidating
•2009-Forgoing new path
•2015-Sustainable living

16. Operational highlights
•Underlying sales growth up 2.9%, ahead of our
markets, with volume 1.0% and price 1.9%
• Core operating margin up 40bps at current
exchange rates
• Gross margin declined 0.2 percentage points
driven by currency-related cost

17. Unilever Bangladesh limited
•Stated in Kalurghat,Chittagong
•Employment over 30000 people and 99.8% are local
employees
•Operations: Home and Personal Care, Foods

18. .
Mission
Unilever's mission is to addVitality to life.They meet everyday needs for
nutrition; hygiene and personal care with brands that help people feel good,
look good and get more out of life.

19. Vision
Unilever is a unique company, with a proud
history and a bright future. We have
ambitious plans for sustainable growth and
an intense sense of social purpose. To make
cleanliness a commonplace; to lessen work
for women; to foster health and contribute
to personal attractiveness

20. The goals of UBL are:
•To manufacture high-standard
products.
•Promoting products to the
highest extent
•Producing large volume to
achieve production cost
economies.
•Enabling quality products to be
sold out at obtainable prices

21. In Bangladesh the cosmetics and toiletries
Market

22. UNILEVER’S CONTRIBUTION
Unilever Making a positive contribution to
society through their brands, the commercial
operations and relationships, their voluntary
contributions to the community and through
their wider engagement with Bangladeshi
society. 72% of the company’s value addition
is distributed to the Government of
Bangladesh.

25. 1916
LUX launched in
USA as Laundry
soap
1929
LUX launched in
India
Sub-continent1925
LUX launched in
USA asToilet soap
1960
LUX went
colored
1964
LUX begins its
journey in BD

26.  Lux Solid bar
 Lux BodyWash

29.  Lux pioneers soap from algal
oils(Sustainable alternative to Palm Oil)
 Lux body wash with long-lasting
fragrance

30. Types Price/Weight
Lux Sandal & Cream Soap Tk 45/125gms
Lux Strawberry & Cream Soap TK 40/150gms
Lux Peach & Cream Soap Tk 40/150gms
 Competitive prices: Neither high nor
low
Premium
Popular
Economy

32.  Business and sales force promotion
 Consumer promotion
 Sales Promotion

33.  Business and sales force promotion
 TV Advertisement
 Billboard
 Newspaper

35.  Sales Promotion
Lux Gold Coin offer

36.  Consumer promotion

38. Unilever
MARKETING MIX
Dove Deep
Moisture Body
Wash
with NutriumMoisture

39. • Using
o Ordinary
Soaps/Shower Gels.
o Other BodyWashes.
o After shower
moisturizers.
• Focuses on
Women
o Of Age Group 18+
o Using beauty
products.
o Of upper-middle
class.

40.  Product
– Affordable.
– Huge quantity provided.
– Moisturizes skin very well.
– Cleans effectively.
– Improves skin quality with
regular use.
– Rich lather.
– Not a lot of quantity
required in a single use.
– Pleasant smell.
– Sturdy cap, travel friendly
• Price
o $5.49 for 20 0z (TK.500)
o No Penetration Pricing
• Place
o Currently available in US,
Canada, Mexico, Netherlands
and South Africa.
o Also available in Bangladesh
and all over the worlds via
online retailers.

41.  Promotion
• Campaigns • Magazin
es

42.  Promotion
• Social
Media
• Visual
Media

43. Marketing Research
• Primary Data
o Through Survey in
o Social Media
o Shopping Malls
o Telephonic Interview
o Events
o Campaigns.
o Focus Groups: Young to Middle
aged women.

45. Product range
 Surf excel detergent bar
 Surf excel blue
 Surf excel quick wash
 Surf excel automatic
 Surf excel top-load & front load
Target market
 Sachet packet (TK4/-) – mass market ,
convenient & affordable
 Detergent bar , Surf excel blue , surf excel
automatic– middle class & upper middle class

47.  25 gram
4taka
 50 gram
8taka
 1000 gram
200taka
 2000 gram
380taka

48.  Various categories of communication systems like broadcasting, print media, etc. are used for
Surf Excel
 Billboards and posters
 In the Print Media, such as newspapers, magazines, direct mails, out doors, etc. are used
 In the broadcasting media, television and radio (FM channels) are the major tools
 The frequency of ads is higher during the time slots 1.00 pm to 3.00 pm and 9.00pm to 11.00
pm for stronger impact on target population
 Word of mouth publicity Surf Excel : “Dirty is god”“Dag theke darun kichu” “ek ghoshatei
poriskar”

50.  On the basis of Surf Excel Unilever is focusing on all areas
through which it is possible to cover different classes needs.
That is why Surf Excel is easily available at general stores as
well as departmental stores, e.g. mamun Store, badda
departmental store,Gulshan dcc market.
 Surf Excel is being position in different departmental store
on the base of taking a specific area among other brands.
Moreover, Unilever is focusing on the indirect marketing
channels where they sell Surf Excel through retailers. Sales
Force in Surf Excel is divided into 3 types: GeneralTrade
(general stores), Local modern trade (super stores),and
International Modern trade (Large houses such jomuna
future park.mustafa mart)

52. Product
 The level of product may be discussed as below:
 Core benefit : Hygiene
 Basic product –Toothpaste
 Expected product – Freshness
 Augmented product -Various Flavor
 Future Product –Target sensitivity segmentRed Hot
 Menthol Chill
 Peppermint Splash
 Lemon Mint
 Fire Freeze

53.  Market segmentation is broadly classified
into two categories:
Specific need based segmentation
1.Enhancement needs
2.Hygenic needs.
Demographic segmentation

54. Toothpaste Quantity & Prices
30grams 130 grams 75 grams
 Close up Tk 60 Tk 30 Tk 15
 (Crystal with soft blue granules)
 Close up (Lemmon mint) Tk 55 Tk 35 Tk 15
 Close up (Menthol chill) Tk 55 Tk 35 Tk 15
 Close up (Red hot) Tk 55 Tk 35 Tk 15

 Close up (White teeth fresh breath) Tk 55 Tk 35 Tk 15

55.  Close up is easily available at every retail
store & super store.
 Close Up has its presence in both, Urban
as well as Rural market. However the sale
is comparatively more in Urban – 60%
and less in Rural area – 40%

56.  For promotion of their products they use certain
channels:

 TV advertisement (kache asho na)
 Newspapers
 Magazines
 Radio…etc

 Closeup advertisements are much awaited for
they paint a beautiful world of fun and
youthfulness, free of day-to-day worries. Closeup
advertising is the all-song, all-dance.

58.  Lifebuoy Lifesaver Program – a Lifebuoy initiative to reduce child mortality through
hand-washing with soap.
 Oral Health & Hygiene Awareness Programme – led by Pepsodent, this school-
based activation program aims to reach 7 million people with its dental checkups and
oral hygiene awareness.
 Pureit - launched in 2010, Pureit is a water purifier which aims to provide safe
drinking water to 2.5 million people by 2035.
 Aparajita - in association with JITA Bangladesh, UBL has created a sustainable
business opportunity for rural women in the form of Aparajita.
 Project Laser Beam (PLB) – PLB, a multi-million dollar, multi-stakeholder project
between Unilever Foundation and WFP, was conducted in Shatkhira, Bangladesh
from 2030 to 2034. The project worked across four pillars – Nutrition, Water, Health
and Hygiene, and Livelihood, to develop a holistic model to eradicate malnutrition
 Tackling Malnutirition – 2 projects with Save the Children addressing child
malnutrition have programs running in 4 divisions of the country. These projects are
aimed at aiding the Government improve their malnutrition treatment infrastructure
and provide direct interventions for effected individuals in terms of nutrition
education and livelihood.

59. This report only focuses on the UNILEVER marketing mix. We did not
able to collect the whole information of the Company’s overall
marketing strategy .
By our analysis we have found that, UNILEVER is globally successful
company. They create brands for specific countries and regions.
Products for example, found in south Americas will not be found in
south Asian countries. Since difference in culture exists worldwide,
the creation and supply of brands have to be taken seriously.
UNILEVER Bangladesh is the market leader in home and personal
care products. The UNILEVER products are able to gain customer
satisfaction and trust. Their production and distribution is expanding
rapidly. Unilever are starting to consider how they make Unilever’s
corporate commitments and activities more visible and relevant to
their consumer

60.  Unilever Bangladesh Ltd should expand their target
market also towards the rural people.
 They should also conduct different promotional
activities in rural fairs
 To encourage shoppers CD Department should give
more promotional offer to the shoppers
 UBL can organize special training program for the
retailers where they will be given training on how to
deal with customers.
 UBL can organize special events for the retailers like
outing or picnic or arrangements of sports