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|STATE UNIVERSITY OF BANGLADESH, DHAKA | |Term Paper | |Marketing Strategy of UNILEVER Bangladesh | | | | | | |

Submitted to

Md. Jakir Hossain Bhuiyan
Course Teacher
Marketing Management
State University of Bangladesh, Dhaka

Submitted By:

Sabbir Ahmed
PG03-24-11-011
Md Abu Sayeed
PG03-24-11-009
Md. Enayet Ullah
PG03-24-11-012
Rubeat Binte Hannan
PG03-24-11-002
Quazi Shah Newaz Rahman
PG03-26-11-002

Friday, December 09, 2011

Table of Contents

1.Introduction:3
2.Origin of the Report3
3.Limitations3
4.Company Profile4
4.1.Introduction to Unilever4
4.2.History of Unilever5
4.3.Mission5
4.4.Strategy6
4.5.Unilever Bangladesh Limited7
4.6.Values7
5.Product and Service Analysis:7
6.Current Marketing Situation Analysis:8
6.1.SWOT Analysis8
6.2.Industry Analysis10
6.3.Competitive Analysis10
7.Brand Profile of Knorr10
7.1.Introduction to Knorr10
7.2.History of Knorr11
7.3.The Industry and the Competitive Framework12
8.Marketing Strategies of ‘Knorr’ by Unilever Bangladesh:12 8.1.The Launching12
8.2.Marketing of Knorr13
8.2.1.Positioning13

8.2.2.Differentiation13

8.2.3.Targeting13

9.Marketing Mix14
10.Problems Findings18
11.Recommendations20
12.References23

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.

Unilever is the leading company in Bangladesh, which is serving the people 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’.

Origin of the Report

This report has been prepared as a part of the requirements of the course EIB 512, Global Marketing. For the purpose of this course, I completed my report on Unilever Bangladesh Limited and it’s marketing plan in Bangladesh. In this report I will focus on Unilever Bangladesh’s one of the major selling product brand ‘knorr soup’ mixes and its marketing plan in Bangladesh market. About 54 percent of revenues of Unilever Bangladesh are generated in the foods sector, which includes such brands as Knorr soup mixes, bouillons, and seasonings

Limitations

Although this report has provided enlightening insights but it has some limitations. Firstly, no primary research data...
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