Case Study: Unilever Bangladesh

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Unilever Bangladesh

1. Economy and market condition of Bangladesh
2. Unilever History
1. Unilever was created in 1930 by the merger of the operations of British soap maker Lever Brothers. Unilever is an Anglo-Dutch multinational corporation that owns many of the world’s consumer products brands in foods, beverages, cleaning agents and personal care products. 2. Unilever BD Ltd.(UBL)

The origin dates back to 1964, when the first Manufacturing operations were set up as a part of Lever Brothers Pakistan operations. Now, its own manufacturing operations are based in Chittagong. Over 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 Bangladeshi households use one or more of Unilever products.

3. Unilever strategy in Bangladesh
* Strategic Style
* Research and Innovation
* Localization
* Diversification into a broad category
* Multiple segment specialization – developing products to target every segment. Serving multiple markets whilst differentiating products in a way that meets needs of each segment * Developing in emerging markets/ concentrating on emerging markets * Product Innovation + Geographic expansion

* Localization
* Building businesses originally
* Understanding different consumer needs
* Offering products as different price points
4. Current situation
* Unilever Bangladesh at a glance
We aim to give everybody a little something to celebrate about themselves every day. Unilever Bangladesh
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 our products. Type of business

Fast Moving Consumer Goods Company with local manufacturing facilities, reporting to regional business...
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