The promotional strategies of five products of Unilever
Number of the Assignment: 01
Submitted to:
Amena Khatun
Lecturer,
Department of Business Administration
City University
Khagan, Ashulia, Savar, Dhaka.
Course Instructor: MKT- 405 Advertising
Submitted by:
Name: Sarwar Hasan
ID: 162421011
Batch: 42nd
MKT- 405 Advertising
Department of Business Administration
City University
Khagan, Ashulia, Dhaka.
Date of Submission: 10-11-2019
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The promotional strategies of five products of Unilever
Company Profile of Unilever:
Unilever is British-Dutch Multinational Fast Moving Consumer Goods (FM CG) company. Their
products include foods, beverage, cleaning agents, and personal care products. It’s the world’s
Third-largest consumer goods company measured by revenues (after Proctor & Gamble and
Nestle) and world’s largest maker of ice cream. As of October 2014, their Revenue is $ 66.1 Billion
and Profit $ 6.4 billion. It is the 6th largest company in FMCG with market value $ 124.5 billion.
Unilever was founded on 1st January 1930 by Antonius Johannes, Samuel van den Bergh and
William Hulme lever, 2nd viscount leverhulme. The amalgamation of the operations of British
soap makers Lever Brothers and Dutch margarine producer Margarine Unie (a 1927 amalgamation
of Anton Jurgens M argarinefabrieken N.V and Samuel van den Bergh) made sound commercial
sense. As palm oil was a major raw material for both margarines and soaps and could be imported
more efficiently in larger quantities. The current Unilever logo was introduced in 2004 and was
designed by the brand consultancy Wolff Olins. It’s composed of 26 icon woven together to create
U shape; with each icon representing one of the company’s sub-brands or its corporate values. The
brand identity was developed around the idea of “Adding vitality of Life”. Unilever owns more
than 400 brands; although its 25 largest brands account for over 70% of total sales. Unilever
focuses resources on 13”Billion–Euro Brands” each of which has annual sales in excess €1 billion.
Unilever Bangladesh Ltd (UBL):
Over the last few decades, Unilever Bangladesh has been constantly bringing new and world class
products for the Bangladeshi people to remove drudgery of life. Over 90% of the country’s
households use one or more of our products.
• Type of Business: FMCG (Fast moving consumer goods) company with local manufacturing
facilities, reporting to regional business groups for innovation and business results.
• Operations: Home and personal care, Beverages, Food products etc in Bangladesh.
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• Constitution: Unilever 60.75% shares, Government of Bangladesh 39.75% share.
• Product Categories: Household care, Fabric cleaning, Skin Cleansing, skin care, Oral care, Hair
care, Personal grooming & Tea based beverages.
• Brand In Bangladesh: Wheel, Lux, Lifebuoy, Fair & Lovely, Pond’s, Close Up, Sunsilk, Taaza,
Pepsodent, Clear, Vim, Surf Excel, Rexona, Axe, Dove and Vaseline.
• Manufacturing Facilities: It has soap manufacturing facilities and a personal products factory
located in Chittagong. Besides these, there is a te packaging operation in Chittagong and three
manufacturing units in Dhaka which are owned and run by third parties exclusively dedicated to
Unilever Bangladesh.
• Employees: Unilever Operations in Bangladesh provide employment to over 10000 people
directly and through its dedicated suppliers, distributors and service providers. 99.5% of UBL
employees are locals and we have equal members of Bangladeshi working abroad in other Unilever
companies as expatriates.
Mission of Unilever:
Unilever Bangladesh mission is to add Vitality to life. It meet every day needs for nutrition,
hygiene and personal care with brands that help people look good, feel good and get more out of
life. In the future, its brands will do even more to add vitality to life. Its vitality mission will focus
its brands on meeting consumer needs arising from the biggest issues around the world today –
ageing populations, urbanizations, changing diets and lifestyles. Unilever Bangladesh see growing
consumer need for:
➢ A healthy lifestyle.
➢ More variety, quality, taste and enjoyment.
➢ Time, as an increasingly precious commodity.
Helping people to feel good, look good and get more out of life will enable us to meet these needs
and expand its business. The long-term success of its business is intimately interconnected with
the vitality of the environment and the communities in which they operate. The environment
provides us with its raw materials and the ingredients UBL need to make its products. Healthy,
prosperous communities provide us with a healthy, growing consumer base.
Vision of Unilever:
UBL vision set out the long term direction for the company – where it’s want to go and how it is
going to get there:
➢ It works to create a better future every day.
➢ It 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.
➢ It will inspire people to take small everyday actions that can add up to a big difference for
the world.
➢ It will develop new ways of doing business with the aim of doubling the size of its company
while reducing its environmental impact. UBL has always believed in the power of its
brands to improve the quality of people’s lives and in doing the right thing. As its business
