Marketing Plan Unilever

Marketing Plan for WhiteLight

Chapter 1

Introduction:

In 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.

Unilelevever is ththe leleading cocompanany in Bangnglaladedeshsh, whicich is seservrvining ththe pepeopople of Bangladesh over four decades. 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 ‘WhiteLight - Tooth Whitening System’. Marketing Plan for WhiteLight Chapter 2

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 varietiety of consumer goods to the people of Bangladesh. Its operations are categorized into three categories-

-- FFoooodd

-- HHoomme ccaarree

-- PPeerrssoonnaal ccaarree

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- Marketing Plan for WhiteLight

Household Fabric Skin Skiin CCaarree Oral Hair Tea Based Care Cleansing Cleansing and Care Beverage Care Personal Grooming

VViimm WWhheeeell Lux FFaaiir && Pepsodent Dove Taaza Lovely Lifebuoy CloseUp Sunsilk Pond’s Surf Excel Dove Clear Rexona Vaseline Vaseline Lakme Axe

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 aa tea packaging operation in Chittagong and three manufacturing units in Dhaka, which are owned and run by third parties exclusively dedicated to Unilever Bangladesh.

2.2 Capital Investment:

The capital expenditures of Unilever have generally been moderate. This allows Unilever to use its cash resources for other business investment purposes. Marketing Plan for WhiteLight

2.3 Logo and Slogan:

Figure: Logo of Unilever Bangladesh Ltd.

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

2.4 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.

2.5 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. Marketing Plan for WhiteLight

2.6 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’

2.7 Current Marketing Situation:

2.7.1 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 Marketing Plan for WhiteLight

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. Marketing Plan for WhiteLight

2.7.2 Industry Analysis:

2.7.3 Competitive Analysis:

In the market of consumer goods Unilever Bangladesh Ltd is considered as the market leader. As a market leader there is always a risk to be attacked by the market challengers. She, Unilever’s strategy is to defend their market share by being premium in service, having full-line strategy, extensive and efficient dealership system and good financing.

In Bangladesh the major two challengers for Unilever is ‘Square Toiletries Ltd’ and ‘Proctor & Gamble Ltd’. Marketing Plan for WhiteLight

Chapter 3

Product profile:

3.1 White Light - Tooth Whitening System: 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 tooth whitening system. WhiteLight is a revolutionary new system that incorporates light technology to whiten our tooth fast. Light treatment is the latest whitening technique used by dentists. The unique, patent pending WhiteLight is designed to be used at home and is extremely easy to use. The advanced light combined with the specially formulated gel, rapidly removes surface stains and penetrates deep to remove embedded stains. Works great on stains caused by coffee, tea, smoking, red wine, fruit juice, cola, aging and more.

““WhiteLight” tooth whitening system will basically be a shopping product that people will buy less frequently at higher price and fewer purchase locations.

3.2 Features:

•• Whitens in just 10 minutes!

•• Simple to use.

•• Easy to maintain..

3.3 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 the WhiteLight - Tooth Whitening System independently. It will be packaged individually. Marketing Plan for WhiteLight

Each package contents:

•• 1 x White Light Tooth Whitening System

•• 2 x tooth whitening gel

•• 1 x tooth silicone set

•• 2 x Lithium CR2025 Batteries

•• 1 x ""Secrets To A Beautiful Smile"-manual

Note: There are two different color gels but both are the same.

Packaging of ‘WhiteLight - Tooth Whitening System’ will be done in such a way so that we can draw the attention of people. The packaging will be done in such a way so it will be differentiated from other type of products and can deliver the message very clearly. It will identify the brand and also convey some descriptive and persuasive information about the product.

Initially we will do packaging in the upper mentioned manners, but depending on the positive response in future we will plan to do packaging in other way, like-  We will try to offer the parts like formulatlated gel or whitener machine etc.. individually.

Figure: A sample of WhiteLight Marketing Plan for WhiteLight

3.4 Level of product: Five levels of WhiteLight - Tooth Whitening System will be-

•• Core Benefit of the Product: It is a teeth whitener that will help to keep the tooth white.

•• Basic product:: Basic product will be- the “WhiteiteLight - Tooth Whitening System” it’s self and its logo.

•• Expected Product: Expected product will be - its solution to white the tooth gently and attractive packaging, reasonable price etc.

•• Augmented Product: This whitener does white the tooth by using formulated gel, which cannot do any other product in Bangladesh.

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

Figure: Level of product