Lux- Case Study

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CASE STUDY

Submitted To

Mr. Syed Habib Anwar Pasha
Senior Lecturer
Rural Marketing (MKT-406)Faculty of Business Administration

Submitted By

|Jahidul karim |ID No:071200092 | |Mostafizur Rahman |ID No:071200048 | |Nazmul Hossain |ID No:071200149 | |Mostafizur Khan |ID No:062200001 |

Submission Date: 28th April 2010
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SELLING BEAUTY BELOW THE LINE

A CASE STUDY ON UNILEVER BANGLADESH

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Summary:

Unilever was created in 1930 by the merger of British soap maker Lever Brothers and Dutch margarine producer Margarine Unie, a logical merger as palm oil was a major raw material for both margarines and soaps and could be imported more efficiently in larger quantities. 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 country’s households use one or more of their products. To improve the market share Unilever Bangladesh give special focus to the rural market. But to do this they have faced lots of problem. To overcome those problem they have take different activation program. As a result of increased brand awareness, there have been considerable shifts in consumer preferences from loose (non-brand) to brand products. Rural consumers are increasingly opting for popular brands which have wide exposure as a result of extensive advertising campaigns And by this they are successful I the rural area. Unilever product is most popular in the rural market.

Question 1:
Why Unilever Bangladesh decide to go to rural?

Answer:

More than 70% of Bangladeshi population lives in the rural areas. In other words, Bangladesh is a very big rural market....
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