Unilever Bangladesh

Topics: Unilever, Marketing, Brand management Pages: 83 (21020 words) Published: December 31, 2011

“Evaluation of Entry into Ice cream Business for Unilever Bangladesh Limited” Submitted to Sharmin Shabnam Rahman Lecturer BRAC Business School BRAC University Submitted by Md. Robin Miah Id# 06204032 BRAC University Date: 02-09-2010



September 2, 2010 SHARMIN SHABNAM RAHMAN Lecture BRAC Business School BRAC University

Subject: Submission of Internship Report Dear Madam, This is to inform you that I am submitting the internship project report titled “Evaluation of Entry into Ice cream Business for Unilever Bangladesh Limited” upon completion of my formal internship attachment period from May 06, 2010 to July 06, 2010 with Unilever Bangladesh Limited.

I would like to thank you and show my gratitude for your support and guidance that you provided me during the preparation of this report. Without your help it would have been impossible for me to prepare this report. I would like also show my gratitude to my Company supervisor MD. Risalat Siddique, Brand Manager, UBL for his support during my internship period.

I have tried to discuss all the relevant points of a feasibility study while keeping consistency with Unilever Bangladesh Limited’s information confidentiality policy.

I would be glad to clarify any discrepancy that may arise or any clarification that you may require regarding my project and report.


________________________ MD. ROBIN MIAH ID#06204032 BRAC University

I would like to show my sincere gratitude to Sharmin Shabnam Rahman, lecturer, BRAC University, and my Academic Internship Supervisor; for her constant supervision and guidance have been of extreme help to me. I am also thankful for all the times I consulted her and she answered with the utmost patience and perseverance. I am thankful to Mr. Tanzeen Ferdous, Senior Brand Manager, Brands & Development, Unilever Bangladesh Limited, for entrusting me with such an important project and allowing me scope to work independently, providing all required supports. I am also grateful to Mr. Muhammad Risalat Siddique, Brand Manager, Unilever Bangladesh Limited and my Company Internship Supervisor, for his relentless support during each stage of research and work. He supervised and corrected me during the entire research process. Last but no the least, I would like to thank Mr. Hamdan Kabeer, Brand Manager for Lipton, Unilever Bangladesh Limited for helping me in developing the construct of this report and providing me detail regarding Operating Methods for Foods of Unilever PLC.

Evaluation of Entry into Ice cream Business for

Bangladesh Limited


Executive Summary
Unilever Bangladesh Limited (UBL) is a household name virtually for every Bangladeshi national. Being a multi-national, no other company has achieved this level of success. It is regarded as one of the most reputed multi-cultural companies of the world. With its history of over 70 years globally, UBL, an operating and Brand building company of Unilever Group has predominantly served the Bangladeshi market with mainly Home and Personal Care (HPC) FMCG products for last 47 years with limited presence in the food business with Lipton tea. With dominant brands in HPC like Lux, Lifebuoy, Wheel and Pond’s, growing brands like Sunsilk, Clear and rising stars like Rexona and Dove’, the company now wants to check its possibilities in the foods category which globally is the largest business of Unilever (54% of total portfolio). With this intention in mind, the authorities of UBL in Brands & Development Department assigned the project “Evaluation of Entry into Ice cream Business for Unilever Bangladesh Limited”. This research was designated to be mainly qualitative in nature and to build on earlier researches done by UBL. To assess the feasibility of entering into ice cream business, I combined primary sources like consumer and trade visits, and secondary sources like earlier research reports to understand market construct, market...
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