Marketing and Unilever Bangladesh

Topics: Marketing, Laundry detergent, Deodorant Pages: 13 (2508 words) Published: November 30, 2012
1. Abstracts
2. Objectives of the study
3. Methodology
4. Introduction
5. Analysis of the Marketing strategies
1. Segmentation
2. Targeting
5.3 Positioning

6. Marketing mix

6.1 Product

6.2 Price

6.3 Place


6.5 Packaging

6.6 Public relation

6.7 Publicity

6.8 Politics

7. Recommendation

8. Bibliography


Unilever's mission is to add Vitality to life. To meet everyday needs for nutrition; hygiene 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 markets around the world give them a strong relationship with consumers and the foundation for future growth. In this assignment, we are going to analyze the marketing strategies of Unilever Bangladesh for two of its brand which is: Rexona and Surf Excel. We are going to give an overall summary of the various marketing segmentation, targeting, positioning, promotion, distribution and many other marketing mixes of both rexona and surf excel. Thus the main objective is to bring about a well organized summary and view of the positioning of these brands compared to its competitors. The corporate purpose of unilever states that to succeed requires "the highest standards of corporate behavior towards everyone we work with, the communities we touch, and the environment on which we have an impact.” Hence we are going to show how they have made these two brands as one of the top brands in the world.

Objective of the study

In this project our objective is to analyze the 4P’s of marketing i.e. Product, Price, Place and Promotion. We are also going to study how Unilever has targeted its market, segmented and positioned its self in the minds of the consumers in Bangladesh.

Rexona- Rexona was originally created in Australia in 1900 by a pharmacist and his wife. Since then it has led the field by providing consumers with cutting-edge technology that is proven to deliver outstanding results. Rexona offers a wide range of highly effective antiperspirant deodorants to meet the everyday needs of men and women - everywhere. Rexona with its unique active ingredients provides 24-hours protection against body odour and underarm wetness to help keep one physically fresh and mentally confident, even in the toughest moments. The rexona deodarents available in bangladesh are: rexona acitv reserve, rexona ice-cool and rexona power.

Surf Excel- Surf excel is the highest selling premium washing powder in Bangladesh. Over the years it has anticipated the changing washing needs of the Bangladeshi homemaker and constantly upgraded itself.Surf excel has been a pioneer in the country in encouraging others to let their children explore and discover the world around them. For any consequential stains there is Surf excel. Surf excel's advanced formula effectively removes dried in stains. The surf excels available in bangladesh are: Surf excel Pack, surf excel mini and surf excel large pack.


The focus of this preliminary study was to get the primary information from the copmany itself. Hence we paid a visit to the Unliver bangladesh company in Dhaka. We were escorted by a few of their officials and asked them a few of the basic questions which were the following: 1) How did you segment the brands? 2) whom or which group of people did you target? 3) what is the positioning of your brand? Hence a detailed questionnaire was developed in order to collect the required information from them.

The second part of the information was collected via internet. We searched for the information in their site- and


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