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 €40 billion in 2005. Unilever is a dual-listed company consisting of UnileverNV in Rotterdam, Netherlands and Unilever PLC in London, England. This arrangement is similar to that of Reed Elsevier and that of Royal Dutch Shell prior to their unified structure. Both Unilever companies have the same directors and effectively operate as a single business. The current non-executive Chairman of Unilever N.V. and PLC is Michael Treschow while Patrick Cescau is Group Chief Executive, who will retire at the end of 2008. Mr Paul Polman will succeed Patrick Cescau as Group Chief Executive. The company is widely listed on the world’s stock exchanges. 1.2 Origin of report
Since practical orientation is an integral part of the BBA program, I tried to expose real life performance of Uniliver by preparing this report. To prepare this report I have come across with different information of the Uniliver. From the collected information I understand the company’s activities in the market as Uniliverll as in their internal preparation for marketing and others activities. I expect that this report will fulfill the requirement of BBA program and provide a clear idea about the Uniliver activities and other multi-national company’s effort in the Bangladesh. Thus, Uniliver can get deep understand of actual situation of MN’s company’s activities by analyzing their exposed strategy . 1.3 Objective
This Study is intended to analyze marketing strategies used by Unilever Bangladesh Ltd and globe. The main purpose of the study is to find what strategies the company uses to market its products and brands worldwide; the positive and negative aspects of those strategies. The report further analyzes the position of Unilever Bangladesh Ltd and globe in the several industries in comparison to its competitors. Specific objective:
To know about Uniliver and Uniliver Bangladesh.
To develop SOWT analysis of Uniliver Bangladesh.
To know about Uniliver’s strategy regarding product, price,place and promotion. To identify the segmentation,targeting and positioning strategy used by Uniliver Bangladesh. To develop some recoendation for further improvement in Marketing strategy of Uniliver Bangladesh. 1.6 Methodology of this report
For accessibility and availability of information I have chosen to work on the Marketing strategies of Unilever Bangladesh Ltd and globe. As the company operates in the market with a huge number of products in different industries, I have decided to focus on one of their world wide successful strategy on providing data. Most of the information used in this report is from secondary sources. The main source of information was the Uniliver’s website. In addition information will be collected from focus group discussion,depth interview and survey. Primary Sources:
Face to face conversation with the Uniliver’s people
Customer opinion collection through survey.
Collection of data related with Customer satisfaction through survey. Miscellaneous Book Reading.
Annual Reports of Uniliver
Various types of Website
Different research report.
Different Newspapers, Articles, Journals and Publication.
I have collected data from 5 upper level employee through depth interview and 100 Customer for survey. Sampling Technique:
In case of survey simple random sampling was used .
In case of depth interview snowball sampling was used.
I used Microsoft excel to analyze the collected data and get the proper meaning.I used also graph,picture to show and analyze the data. For accessibility and availability of information I have chosen to work on the strategies of Unilever Bangladesh Ltd and globe. As the...