Marketing Management

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Introduction

Unilever is a multi-national corporation, formed of
Anglo-Dutch parentage that owns many of the world's
consumer product brands in foods, beverages, cleaning
agents and personal care products. Unilever employs
nearly 180,000 people and had worldwide revenue of
almost €60 billion in 2010. The company is widely
listed on the world's stock exchanges.

Corporate planning:

— Mission Statement:

— Unilever's mission is to add Vitality to life.

Unilever meets everyday needs for nutrition;
hygiene and personal care with brands that
help people feel good, look good and get more
out of life.

— Vision:

Unilever operates their business with a view to:
=> 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 with the aim
of doubling the size of our company while
reducing our environmental impact.

Marketing Management
— A new vision:
— In November 2009 we launched a new vision to
double the size of our business while reducing our
overall environmental impact across our entire
value chain. The commitment presents Unilever
with a major challenge. The reduction we are
talking about is an absolute one. It incorporates all
our impacts right across the value chain ë from
the sourcing of our raw materials through to
consumer use and disposal of our products. In
short, we intend to decouple growth from
environmental impact
BCG Matrix of Unilever Bangladesh Ltd:

=> Star Products:
High growth rate & high market
share
* Lux
* Sunsilk
* Surf Excel
* Close up
=> Cash Cow products:
Low growth rate & high market
share *Ponds
*Lipton Taaza
*Lifebuoy soap
*Rexona

=> Question Marks products
High growth rate & low market share
*Wheel Power White
*Wheel lemon Power
*Dove
*Fair & lovely

=> Dog Products:
Low growth rate & low market share
*Lifebuoy shampoo
*Vaseline

Marketing Management

Departments in Unilever:

During my visit at Unilever office I come to
know that
there are following departments are currently
working:
=>
Research and
development
=> Information technology
=> Human Resource
=> Supply Chain
=> Marketing
=> Customer development
=> Business to Business
=> Finance Department

SWOT analysis of Unilever:

— a. Strengths

=> Largest organizations
=> Advanced technology
=> Well skilled professionals’
=> Good distribution network all over the world
=> Unilever provided creative strategies
=> Strong marketing and good image creation
=> Wide distribution channels in both national and internal
markets
=> Decentralized decision-making

Marketing Management

=>
=>
=>
=>
=>
=>

High market share
Strong management teams
Efficient HRM department
Strong reputation
Global innovation centers
Understanding local culture

Marketing Management

— b. Weaknesses

=> Competitors offered better alternative
product
=> Dual co-chair approach and dual company
structure create problems
=> Lack of high volume brands
=> Slow sales growth compared with the
competitors.
=> Low cash flow
=> Focus on short term strategy
=> High cost of restructuring
=> Hard to manage and control company
structure
=>
High cost
limit promotions in company

Marketing Management

— c. Opportunities

=> Rural areas are a large prospective
market
=>
Employing external job
applicants
=> Gain high market share
=> Introducing new distribution channel
=> Advertising through e-commerce
=> Promote its products in new geographic
areas
=> Customer base is increasing with effective
marketing => Take advantage of the changes
of technology

Marketing Management

=> Increase cash flow
=> Gain scale of economies
=> Decrease its labor cost
=>...
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