REPORT MAP

0.0 Introduction

1.0 Objective of the study

2.0 Company Profile

2.1 Uniliver Bangladesh ltd.

2.2 Product and Service Analysis:

2.3 Capital Investment

2.4 Logo and Slogan:

2.5 Mission

2.6 Vision

2.7 Objective

2.8 SWOT Analysis

3.0 Marketing Mix

3.1 Product

3.1.1 Features

3.1.2 Packaging

3.1.3 Level of product

3.1.4 BCG Growth Matrix Analysis

3.1.5 Product Life Cycle Stage

3.1.6 SWOT Analysis of the ‘Peedle’

3.2 Price

3.3 place

3.4 Promotion

4.0 Market Analysis Summary

4.1 Market Segmentation

4.2 Target Market Segment Strategy

4.3 Distribution Pattern

4.4 Industry Analysis

5.0 Strategy and Implementation Summary

5.1 Value Proposition

5.2 Basic Competitive Strategy

5.3 Marketing Strategy:

5.3.1 Positioning Statements

5.3.2 Market Promotion Mix

6.0 Conclusion

7.0 Reference

IntroductionIn this competitive business world, marketing is an essential part of any company. The main two

ideas of marketing are to attract the market and do the activities to retain them.

In order to do the jobs of marketing a proper marketing plan is very important. Without having a

complete plan the job of marketing will left with many excuses and even it could create a

disturbing consequence for the company. So, to have an appropriate marketing plan for every

product of the company is very necessary.

There are many companies in Bangladesh serving to people. All the leading companies have a

strong marketing department where the marketing strategies and marketing mix are made.

Unilever is the leading company in Bangladesh, which is serving the people of Bangladesh over

four decades. Unilevers mission is to add vitality to life. To meet everyday needs for nutrition,

hygienic and personal care with brands that help people look good, feel good and get more out of

life. Its deep roots in local cultures and around the world give them a strong relationship with

consumer and foundation of future growth. Unilever has many brands to serve with. Those are –

Wheel, Lux, Lifebuoy, Fair & Lovely, Ponds, Close-Up, Taaza, Sunsilk, Pepsodent, Clear, Vim,

SurfExel, Dove, Vaseline, Lakme & Axe.

In addition to those brands, we have created the marketing plan a new product for Unilever

which we named as PeedleWe are going to give an overall various marketing segmentation,

targeting, positioning, promotion, distribution and many other marketing mixes.

1.0 Objective of the study

In this project Our Objective is to segment the market and analyze the target consumer. Define

the Strategy to position our product in Bangladeshi market. Also we try to set the marketing

function and competitive strategy under the Uniliver brand name.

Specific Objectives of the Research:

1. To find out whether our customers can accept this product.

2. To identify the effect of product / service availability on customers’ perception

3. To identify the effect of lead time variability on customers reaction toward this

product.

4. To identify the effectiveness of this product in this society.

5. To find whether having a new quality product can make customers satisfied.

6. To identify the effectiveness of our different marketing strategies.

7. To identify effect of post-sale support system on customer perception.

8. Mystery survey at different sectors of our country to find out our uniqueness.

9. To find out the satisfaction level of our customers as well as our retailers.

10. Comparing our product with similar products in our society.

2.0 Company Profile

2.1 Unilever Bangladesh Ltd.

In the 1890s, William Hesketh Lever, founder of Lever Bros, wrote down his ideas for Sunlight

Soap – his revolutionary new product that helped popularize cleanliness and hygiene in Victorian

England. Mainly from this time first idea to establish Unilever formed.

Over the the last four decades, Unilever Bangladesh has been constantly bringing new and

world-class products for the Bangladeshi people to remove the daily drudgery of life.   Over 90%

of the country’s households use one or more of products.

According to constitution, in Bangladesh Unilever Bangladesh Ltd. have 60.75% share and

government of Bangladesh have 39.25% share.

2.2 Product and Service Analysis:

Unilever Bangladesh Ltd offers a wide variety of consumer goods to the people of Bangladesh. Its

operations are categorized into three categories-

- Food

- Home care

- Personal care

Under these three operations Unilever manufactures various categories of products and for each of those

categories they have successfully established many brands. The product mix of Unilever Bangladesh Ltd

is as following-

Household Care

Fabric Cleansing

Skin Cleansing

Skin Care and Personal Grooming

Oral

Care

Hair Care

Tea Based Beverage

Vim Wheel

Surf Excel

Lux

Lifebuoy

Dove

Vaseline

Fair & Lovely

Pond’s

Rexona

Vaseline

Lakme

Axe

Pepsodent

CloseUp

Dove

Sunsilk

Clear

Taaza

Unilever Bangladesh Ltd produces pure consumer goods. Some its brands are produced locally

in Bangladesh and some are imported from other regional factory of Unilever, like Thailand,

China, and UK etc. In Bangladesh the company has a Soap Manufacturing factory and a Personal

Products Factory located in Chittagong. Besides these, there is a tea packaging operation in

Chittagong and three manufacturing units in Dhaka, which are owned and run by third parties

exclusively dedicated to Unilever Bangladesh. 

2.3 Capital Investment:

The capital expenditures of Unilever have generally been moderate. This allows Unilever to use its cash

resources for other business investment purposes.

2.4 Logo and Slogan:

Figure: Logo of Unilever Bangladesh Ltd.

Our slogan is; “Feel good, look good and get more out of life”

2.5 Mission

Unilever's mission is to add Vitality to life. We meet everyday needs for nutrition, hygiene and personal

care with brands that help people look good, feel good and get more out of life.

2.6 Vision

The four pillars of our vision set out the long term direction for the company – where we want to go and

how we are going to get there:

We work to create a better future every day.

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.

We will inspire people to take small everyday actions that can add up to a big difference

for the world.

We will develop new ways of doing business that will allow us to double the size of our

company while reducing our environmental impact.

2.7 Objective

Objective means the ‘goals’ that the business must achieve in order to meet its wider business objectives.

Unilever’s objectives are-

Growth in market share

Clearer product differentiation

Long term brand value to customers

Decrease customer acquisition costs 8% per year

Creating and launching new products / services – ‘Innovation’

2.8 SWOT Analysis

The following SWOT analysis captures the key strengths and weaknesses within the company and

describes the opportunities and threats facing Unilever Bangladesh Ltd.

Strengths:

In depth industry experience and insight

Largest amount of share in the market

Having a good number of established brands

An excellent distribution network

Competitive advantages

Weaknesses:

Reliance on outside raw materials

So many substitutes available in the market

Lack of control in the market. If any disruption arises between company and distributor then the

whole market suffers.

Lack of informational reliability, since the market is too large

Opportunities:

Participation within a growing industry

Utilization of changing lifestyle of people for increasing demand

Scope of expanding the market vertically and horizontally

Application of new tactics and surprise packages

Niche marketing

Threats:

Threats of the market challengers

A negative effect on people’s spending because of the current financial crisis

Existence of political unrest though out the country

The moto of Unilever is to hold its strengths the longest time possible. It is also working constantly with a

view to using its opportunities at best. In spite of being the market leader Unilever Bangladesh has some

weaknesses and threats. Its research department is working hard to make strategies to overcome those

weaknesses and threats.

3.0 Marketing Mix

3.1 Product : Peedle Snack [fruits & nuts]

A product can be defined as anything that can be offered to a market for attention, actuation, use or

consumption that might satisfy want or need.

In this marketing plan our concerning product is Dried fruit. Dried fruit is fruit where the majority of the

original water content has been removed either naturally, through sun drying, or through the use of

specialized dryers. Dried fruit has a long tradition of use dating back to the fourth millennium BC in

Mesopotamia, and is prized because of its sweet taste, wrinkly texture, nutritive value and long shelf life.

Also dried fruit has vast health benefit on Bone health, Intestinal health, Weight management, and

Healthy diet.

Today, dried fruit consumption is widespread. Nearly half of the dried fruits sold are Raisins, Prunes,

Figs, Apricots, Peaches, Apples and Pears.

Peedle snack [fruits and nuts] is a food product that gives all these benefits at once. People will buy

Peedle frequently lower price from many purchase location.

3.1.1 Features:

Provide every day calories

Provide every day vitamin, mineral, fiber

Quality food for Tiffin time

3.1.2 Packaging:

Packaging involves designing and producing the container or wrapper for a product. Traditionally the

function of packaging is to hold and protect the product. But in recent days it is recognized that packaging

perform many sales task from attracting attention to describing the product and to make it to sale.

For our new product we will do regular packaging, in this package we will keep 3 kind of packet of

3ddifferent weight.

These are:

Family pack 1 kg

Regular pack 500 g

Shaker 200 g

Family pack is for group of people like family. Regular pack is for frequent buying. And Shaker (jar) is

basically for school going children.

3.1.3 Level of product:

Five levels of Peedle will be

Core Benefit of the Product: It is a snack with greater food value. It provide Daily calories

Basic product: Basic product will be- the “peedle snack [fruits and nuts]” itself it is a logo.

Expected Product: Nutritious snacks with reasonable price.

Augmented Product: Provide 1500 calories with some other vitamin, mineral, fiber which

cannot do any other snacks in Bangladesh.

Potential product: If we will cut the price after having positive response, we give extra amount

3.1.4 BCG Growth Matrix Analysis:

As it’s a new product for Unilever, other products are popular and already achieve stars. Therefore comparatively we are hoping in the starting time we can gain Question marks for “Peedle”. people are now more conscious about health. Health is obvious for happiness. Also keeping good health and avoid bulky body “peedle” provide the real benefits.

When we will enter the growing market initially we will be able to grab small amount of market share so

we should apply Build Strategy by injecting cash to increase market share and to make “peedle” stars.

Relative Market Share

Mar

ket G

row

th R

ate

Stars Question Marks

Cash Cows Dogs

Figure: Boston Consulting Group Approach

3.1.5 Product Life Cycle Stage

As we are making a marketing plan for Peedle, which is a new product and not available in the market so

it’s still in product development stage, however we expect that when it will enter the market it will in

introduction stage where sales will low but a increasing rate, and our target is to go in maturity stage for

higher sale and higher profit.

Figure: Product Life cycle Stage

3.1.6 SWOT Analysis of the ‘Peedle’:

Strenghts

Strong Brand Image

eServices and technology

Grater food value

Sustain food product

Weaknesses

Comperatively High Prices

Traditional beleaves of snacks

Opportunities

Differnt package

Can be use in many recipe

Threats

Competitors can produce

Serving at lower price

Price of raw materials can go up

3.2 Price:To capture the market Peedle set these price categories. Price is the amounts of money customers have to

pay to obtain the product.

As Peedle is a new product in our country so we will follow the followings:

Our price objective will be – Maximize current profit and increase sell.

It will be inelastic demand. Because people who are look conscious will use this product and

actually price will not be an important matter to them. But also as most of our country people

are price sensitive so we will try to keep lower and reasonable price.

Total costs will depend on the price of the ingredients, cost of producing the product, costs of

packaging, costs of promotion activities and the company’s fixed costs.

In Bangladesh no other company is selling this kind of dried fruit, so we have no local

competitors.

Pricing Strategy

Considering Peedle as a new product in our country and this is already popular in other countries we will

use “Market Skimming” pricing strategy. We hope that buyer willing to pay our settled price.

Product type Weight Price

Family pack 1 kg 180 BDT

Regular pack 500 g 100 BDT

Shaker 200 g 40 BDT

3.3 Place:

Unilever Bangladesh Ltd has six huge warehouses, one in each division of Bangladesh, where the product

goes after they are manufactured at Unilever’s factory.

The company does not use its own fleet of transport for distribution its product. However, it has

outsourced its distribution process to various third party distributors, exclusively dedicated to Unilever

Bangladesh Ltd. These distributors then supply the product all over Bangladesh to a huge number of

retailers.

Location of Unilever Bangladesh Ltd’s Divisional Warehouse

Division Location of warehouse

Dhaka Dhaka city

Chittagong Kalurghat Heavy I/A

Sylhet Sylhet city

Rajshahi Rajshahi city

Khulna Khulna city

Barisal Barisal city

3.4 PromotionPromotion means activities that communicate the merits of the products and persuade consumers to buy

it. So our targeted audiences are mainly the potential user of our product. Though we specially targeted

urban people, our main promotional concern will go on them. We will do different types of promotional

activities to introduce and create awareness about our Peedle to the people.

Peedle mainly cover television as the media of advertising. Most of the commercial advertisements are

made to send the message to the customer that:

Eat light eat often

Get some fruit daily

Nutritious snacks is the best idea for busy life

Peedle will promote itself by providing new advertisement and making its customer aware availability of

its new and improved version of product. It also promotes via billboards, magazines and so on.

WE will also publish attractive, colorful and informative advertisements in radio,

newspapers, internet, magazines and on billboards in regular basis.

We can do sponsoring and event organizing and campaign as our promotional activity.

Public Relation

To extend market or to introduce the product to people marketers need to create public relationship.

Unilever always tries to create events and stories, which automatically come to press attention public gets

to know about their product. For our new product Peedle we will try to do the following activities:

We will arrange press conferences and will try to have renowned dentists in those programs, so

that the information and messages seems trustworthy to the people.

We will try to arrange seminars in schools, colleges, universities and medical colleges about the

usefulness and benefits of Peedle.

4.0 Market Analysis Summary

4.1 MARKET SEGMENTATION

Age: Peedle takes every customer as target and potential customer who

is takes snakes. All age groups are being target but the most

potential is the group of age of 16 to 24 and living in the area of

urban section.

Lifestyle: Busy lifestyle (face shortage of time) and prefer snacks on packet.

Occupation: Students and family oriented people

Nature: Heath conscious. Want to get easy food.

Socio economic status: upper class to lower middle class

4.2 Target Market Segment Strategy

Geographic:

Peedle is now for Bangladesh market. Peedles target is to cover all urban and suburban area

mainly focus in Dhaka and Chittagang city.

Age:

In demographic segmentation Peedle age limit is 15 -24. Also up to 50 age people can take it.

Peedle is for both male and female who usually live in fairly, generally official people and

school going children.

Psychographic: Peedles is selected for upper lowers, middle class and upper middle classes.

Behavioral: People who seeking quality food, they should be medium user.

4.3 Distribution Pattern

Unilever is doing this job quite efficiently for its existing products. For Peedle, at first we will

launch it in two big cities- Dhaka City and Chittagong City. Depending on the positive response

in future gradually we will extend the market of this product in other divisions.

The distribution process of Peedle will be same as the company’s other products, which is as following

Manufacturer:

We will produce this new product by our own. The fruit drying process, mixing process, quality

maintain process and all other manufacture activities are done by company’s own lab.

Wholesaler:

Unilever has its own distributors who will buy the wholesale amount and sell these to the

retailers.

Retailers:

Retailers will buy the products from distributors and sell these to the final consumers.

Consumers:

People can get it in superstores, big pharmacies etc. We will place this product mainly in urban

areas of Dhaka City and Chittagong City of Bangladesh with Unilever’s exceptionally good

channel of distribution.

4.4 Industry Analysis:

Unilever Bangladesh Ltd produces pure consumer goods. Some its brands are produced locally

in Bangladesh and some are imported from other regional factory of Unilever, like Thailand,

China, and UK etc. In Bangladesh the company has a Soap Manufacturing factory and a Personal

Products Factory located in Chittagong. Besides these, there is a tea packaging operation in

Chittagong and three manufacturing units in Dhaka, which are owned and run by third parties

exclusively dedicated to Unilever Bangladesh. 

5.0 Strategy and Implementation Summary

5.1Value Proposition

Peedle set itself apart from each by offering a unique bundle of benefits. Peedle’s provide more benefits

with little bit higher price. Also Peedle create a new sense of snacks providing fresh quality and superior

test with higher food value.

Bundle of competitive advantage:

Food value: No preservative. No animal fat. Perfect for all age.

Three kind of pack, Family pack, Regular pack, Shaker (for school going children)

Peedle will find every grocery shop which provides location convenience. Under the Uniliver

brand image it will gain customer loyalty.

USP (unique selling proposition): Get Your Daily Calories

5.2 Basic Completive Strategy

To gain leadership positions by delivering superior value to their customer. Peedle’s value disciplines will

be “customer intimacy”.

Peedle work to much exactly the need of targeted customer focusing on satisfying unique customer needs

through a close relationship and quick respond. Peedle’s vision is, do almost anything to build long-term

customer loyalty and capture customer life time value.

Peedle is a product for almost all age people so the customer life-time-value can be the key point of

success. Peedle also focus on operational excellence as its second value disciplines. Peedle’s work for

quality food by reducing cost. It also should develop efficient value-delivery system to serve customer

cheaply and easily.

5.3 Marketing Strategy

5.3.1 Positioning Statement People who busy for work and study need easy and nutritious snacks. Peedle is an dry fruit snacks that

provide every day calories [a working people need] 30 other vitamin, mineral and fiber, fresh quality and

superior taste over the normal fruits.

5.3.2 Marketing communication Mix

Padeels promotion mix consist of the blend of

Conclusion

A detailed analysis of the Bangladeshi market opportunities for Peedle it can be the

leading Brand for snacks in Bangladesh. Peedle Image brand will meet the

customer needs regarding customer product. Our key opportunity is there are no

existing competitors in local market. So the brand can build up its core customer to

fulfillment the business objective and gain the competitive market share. We hope

in future Peedle will be a common name used in every family due to its quality,

Price, and Availability. There are some few point should be followed

The price, promotion, and distribution channel should be favorable for

customer

The advertising should be livelier that can touch the customer mind and

satisfaction.

Advertising

The package should be change after a certain time interval

The business performance should be such level that can keep the company in

the first place in the stock exchange chart

To achieve the maximum selling the price should be offered with a

minimum margin that can make the maximum customer target

The corporate social responsibility should be properly maintained.

6.0 References:

Principles of marketing,11edition, Kotler and Armstrong. http://en.wikipedia.org/wiki/Dried_fruit http://www.shutterstock.com/pic-38829169/stock-photo-dried-fruits-collection-banana-

strawberries-peach-pineapple-sultanas-kiwi-dates-apples-apricots.html http://www.unilever.com.bd/