Introduction to Unilever Bangladesh

Unilever Bangladesh (UBL) is the leading Fast Moving Consumer Goods Company in Bangladesh with a heritage of ! years and products that are present in "#$ of Bangladeshi household%

UBL started its &ourney in Bangladesh with the production of soaps in its factory in 'alurghat( Chittagong% )ver the years the company introduced many afforda*le *rands which won the hearts of Bangladeshis all across the country% +oday we are present with our *rands in almost every household of the country% UBL is the mar,et leader in - of the # categories it operates in( with .! *rands spanning across /ome and 0ersonal Care and Foods% Its operations provide employment to over 1!(!!! people directly and indirectly through its dedicated suppliers( distri*utors and service providers% ""%#$ of UBL employees are locals with a large num*er of local UBL employees now wor,ing a*road in other Unilever companies as e2patriates% 3oing 4ell *y 3oing Good Unilever *elieves in am*itious growth of the *usiness while at the same time fostering a sustaina*le environment% 4e *elieve the two must *e related and hence sustaina*ility is placed at the heart of everything we do% )ur philosophy of 53oing 4ell *y 3oing Good6 is captured in the Unilever 7ustaina*le Living 0lan (U7L0)% 7ome of the initiatives under U7L0 in Bangladesh are8 Life*uoy Lifesaver 0rogram 9 a Life*uoy initiative to reduce child mortality through /andwashing% )ral /eath : /ygiene ;wareness 0rogramme 9 led *y 0epsodent( this school<*ased activation program aims to reach =(!!(!!! children with its dental chec,ups and awareness% Life*uoy Friendship /ospital < Launched in March .!!. in association with the humanitarian organi>ation ?Friendship@( the hospital is situated on a *oat with a

dedicated medical team and reaches out to people who do not have access to proper medical facilities% 0ureIt8 Launched in .!1!( 0ureIt is a water purifier which aims to provide safe drin,ing water to . million people *y .!1 % It has already reached a million people *y .!1A% 0ollydut8 these are young( unemployed youth of the villages of Bangladesh whom UBL has incorporated into their distri*ution networ, to provide them with a livelihood% ;pora&ita 9 In association with C;BC Bangladesh( UBL has created a sustaina*le *usiness opportunity for rural women in the form of ;pora&ita% ;pora&itas are recruited to sell UBL and other company products( door<to<door% )ver .( !! ;para&itas earn their living *y selling UBL products% 0ro&ect Laser Beam (0LB) 9 0LB started in .!1! a pilot pro&ect *etween (Glo*al) Unilever Foundation and 4F0( targeted towards eradicating child hunger and malnutrition% +oday the pro&ect includes multiple partners such as 4ater;id( Friendship( Care and Brac and wor,s across four pillars 9 Dutrition( 4ater( /ealth and /ygiene and Livelihood% UBL is a Eoint Fenture of the Government of Bangladesh and Unilever( one of the world6s leading suppliers of fast moving consumer goods with strong local roots in more than 1!! countries across the glo*e% Unilever holds G!%=$ share in UBL%v 3)FC BC;U+H B;B7 Irrespective of seasons( our s,in needs moisturi>ing% 4ith

1I=th moisturi>ing cream( 3ove Bars provides a complete moisture care% 3ove *eauty *ars are availa*le in three variants8 3ove 4hite Beauty Bar8 Contains 4ith 1I=th moisturi>ing cream and mild cleansers that leave s,in clean( soft and smooth% 3ove 0in, Beauty Bar8 Contains 1I=th moisturi>ing cream richly *lended with its mildest cleansers( no other *eauty *ar has more s,in<natural moisturi>ers than 3ove% Cveryday moisture is the ,ey to *eautiful s,in% 3ove Fresh Moisture Beauty Bar8 Cnriched with an ultra< light hydrating formula and the crisp( soothing scent of cucum*er and green tea% 0rovides a refreshing( uplifting sensation for your s,in% CF)LU+I)D )F 3)FC8 1"=!6s 9 Formula for 3ove Bar (Mild 7oap) 1" !6s 9 Befined to original 3ove Beauty Bar 1"G!6s 9 Launched in the mar,et 1"-!6s 9 0opularity Increased as a milder soap 1"#!6s 9 Leading *rand recommended *y 0hysicians 1""!6s 9 3ove *eauty wash successfully launched 1"" <.!!1 9 C2tension of 3ove6s range of products +he 3ove Beauty Bar was launched in the U7 in 1" -( promising women it wouldnJt dry out their s,in li,e soap% +hrough the 1"G!s( 3oveJs advertising focused on the demonstra*le difference *etween how it feels to use 3ove compared with soap%

In 1"G"( real womenJs testimonials were used for the first time to advertise 3ove% In 1"#1( it created its first direct mar,eting effort in the U7( which included an at<home litmus test% In 1"## a J*eautyJ named Eean 7hy appeared on +F ads to tal, a*out 3oveJs *enefits% +his was the *eginning of 3oveJs JConviction of UsersJ testimonial campaign( helping to drive the 3ove *ar to dou*le<digit share in the U7% In 1"#"( 3ove was launched in Italy using the JConviction of UsersJ campaign( as well as the Medical 0rogramme arm of the *rand( which shares research with dermatologists% 7uccessful test mar,ets in France and Germany followed in 1""!% In 1""1( 3ove *egan its glo*al roll<out and over the ne2t three years( it was launched in new countries% In 1""1( a new advertising idea evolved from 3oveJs earlier litmus test campaign( using o*&ective evidence% +ogether with the JConviction of UsersJ campaign( it was adopted *y nearly all 3oveJs glo*al mar,ets% In 1"" ( 3ove too, its first significant step outside the cleansing *ar category with the U7 launch of Moisturising Body 4ash% In many e2pansion mar,ets( *ody wash *ecame an integral part of 3ove sales% ;dditional categories followed8 deodorants in 1""-K *ody lotions in 1""#K and facial cleansers in 1"""% In 1"""( 3ove was launched in Eapan% 4ithin one year( 3ove Facial Foam achieved 1G$ mar,et share( ta,ing over leadership from BiorL% In .!!=( 3ove launched the Campaign for Beal Beauty

across Curope( winning accolades including British +elevision ;dvertising ;wards% +he campaign was then launched on all continents% In .!!G( the 3ove self<esteem fund was launched with the mission to touch the lives of one million young people *y the end of .!!#% 3ove operates in #- countries today%

)ur Mission Increase the sales *y .!$ in G months% 7ales o*&ective For achieving the sales goals i%e% increasing the sales for .!$ means selling more than 1 lac more dove soap in every month which needs a promotional e2pense of 1! lacs in every month%

3)FC67 7+B;+CGH8 ;lessandro Manfredi( glo*al *rand director for 3ove( e2plains the campaignJs philosophy ?3ove only uses real women% It has to feel true and ma,e women feel good

a*out themselves% 4hen I see a *eauty ad( I donJt need to feel I am wrong( I need to *uy a product to feel right%? ;s well as advertisements( 3oveJs Jreal womenJ mar,eting now includes a campaigning 7elf<Csteem Fund( launched in .!!G% +his has the lofty mission of not only selling moisturiser *ut changing 4estern ideals of *eauty and em*racing more diversity through a variety of local community programmes% Lucy 4a,efield( founder of lifestyle and *eauty *rand Calmia( says8 ?It is incredi*ly hard for women to achieve what they see in maga>ines% +hey are overwhelmed *y information and often pulled in conflicting directions%? 3oveJs strategy was originally devised to promote a *ody firming range( aiming to cut through a crowded *eauty mar,et *y advocating a different point of view% 3ove and its ad agency( )gilvy : Mather( felt consumers were apt to compare themselves unfavoura*ly with unrealistic images seen in *eauty campaigns% +hey saw a gap in the mar,et for a *rand that flew in the face of traditional *eauty advertising( focusing on the superficial values of appearance% 3ove was ,een to create a community around the idea that women would spend more money pampering themselves if they were shown realistic mar,eting that made them feel good a*out themselves% 3ove had already run a campaign using real women in 1"##( called JConviction of usersJ( which featured people testifying to its attri*utes in +F ads% +his had helped it e2pand from one product( a cleansing *ar launched in 1" -( to a range including moisturisers% But with am*itions to move into new countries and more

product categories( 3oveJs parent *usiness( Unilever( needed to find a new mar,eting direction% 3ove didnJt have a consistent glo*al image in every country and people felt more affinity with the individual products than with the *rand% It needed something to unite it geographically and conceptually% Unilever also wanted it to produce dou*le<digit financial growth% ?+he *rand was successful *ut we felt we were in danger of having an issue in the future if we only relied on product and not a strong affinity with the *rand(? admits Manfredi%

M;B'C+IDG 7+B;+CGIC7 ;3)0+C3 BH 3)FC8 0BICC 0CDC+B;+I)D 7+B;+CGH8 3ove was launched at a very premium price of 1!!+a,a while the other *randed soaps were e2iting which priced Bs%A!< !%Gradually the prices have *een reduced and have turned reasona*le and are around #!ta,a% 3IFFCBCD+I;+I)D )F +/C 0B)3UC+8 3ove had *een featured as the only soap which is mild with p/ *etween G% and -% and the one containing M moisturi>ing cream%% which render it gentleness and cause no negative effects to the s,in : no models were used to endorse the product so that people could get the feel that this was a true *eauty soap for common people% 7CGMCD+;+I)D8 It is a psychographic segmentation which had relied on the fact that on ,nowing a*out the

negative effects of the soap which people used since long they would Nuit it and would even pay for an e2travagant price for a Nuality product% In addition an emotional appeal was conveyed to the customers through the campaign called Ocampaign for real *eauty@ which had a message Beal *eauty can only *e found on the inside and every woman deserves to feel *eautiful% which made people reali>e their self esteem and the no models were made to endorse the product depicting that this soap is for common people% %+he *rand relied on the consumers positive reaction a*out choosing dove on ,nowing the facts of the soaps they had *een using since long time% +;BGC+ 7CGMCD+8 +he group that prefer premium *rand : *elieve in Nuality products % 0B)3UC+ 0)7I+I)DIDG8 +he *rand is positioned as the Mildest 7oap% 3ove is 0/ neutral and this ma,es the soap soft on all ,ind of s,in types% Internationally this *rand is positioned as a *rand that cele*rates the ? Beal Beauty? % 3ove defines real *eauty as ? *eauty is not a*out how you loo, *ut a*out how you feel?% +he 3oveJs official site ? campaig forreal*eauty%com? highlights this *rand value 3B;M;+IC DC4 ;3FCB+I7IDG% CBC;+IFC 7+B;+CGH Lever and ):M *elieve in long<running campaigns 1% 0osition 3ove as the *est *ar( to attract occasional and non<users .% Beaffirm 3ove6s superiority with e2isting users

;t this point( they were still thin,ing tactically% they wanted to sha,e up the mar,etK *uild 3ove6s *usinessK and return to the -<3ay +est or something similarPall within the year% But to do this we needed news% +hey had no Jnew and improvedJ product to wor, with( *ut the answer started to ta,e shape% +hey ,new that mildness was a consumer hot*utton( and that 3ove6s superior formulation was milder than e2isting *ars% 0lus( *ecause of its formula( 3ove had an ama>ing product demonstration8 J4ith a litmus<type test( conventional soaps turned indicator<paper dar,( *ecause of al,alinity% It stayed completely clear with 3ove% +his was a *rea,through demo( even with no product improvement%J A D) L)DGCB ; +;C+IC;L 7+BI'C Creative ran nationally in Cnglish and French( starting with JLitmusJ% Business responded so dramatically that we ,ept postponing the return to -<3ay testimonials% )ur o*&ective was still to pre<empt )il of )lay *ar( *ut we were now turning our attention to Ivory and Eergens% 4hat had started as a tactical stri,e was *ecoming a strategic offensive% )ver the ne2t four years( creative rolled out in three phases( with mildness and credi*ility the strategic constants% +here were five commercials( and corresponding print8 +he format of the commercials is worth comment% Many

campaigns evolve *y pooling out a format% 3ove did not% ;ll e2ecutions had the same strategy 9 mildness and credi*ility 9 *ut the format changed to suit the story%G JLitmusJ was A! seconds of demo% JFocus GroupJ was real women% JEoe FurrierJ was an e2pert testimonial% JFle2 4ashJ and J;rm 4ashJ were demos again( though different from JLitmusJ% ;nd as the campaign evolved( the *usiness ,ept growing% 0ositioning 1) 0oint of 0arity (0)0s) 0)0s are generated *y the needs of category mem*ership and are desira*le *y the consumers% +hese are to stand up against the advantage of 0)3s of the competitors and thus *uild a strong consumer *ase for the product% 3ove soap is availa*le in different si>es in order to fit the consumer *udget +hese parities help to ta,e care the needs of the customers as well as *etter connect the products and the consumers% +he 0)0s can *e summari>ed as8< Q ;vaila*le in different si>es Q ;vaila*le for different s,in types Q ;lmost at the same prices Q Focuses on Bangladeshi s,in pro*lems .) 0oint of difference (0)3s) i) Belevance8 +arget consumers must find the 0)3 personally relevant and important% For 3ove soap products they position the features as essential to save s,in from damaging% 3ove 7oap has positioned itself as a product of premium Nuality%

ii) 3istinctiveness8 +arget consumers must find the 0)3 distinctive and superior% 4hen entering a category where there are esta*lished *rands( the challenge is to find a via*le *asis for differentiation% 3ove comes with features to provide care for sensitive s,in% +hey create distinctiveness *y helping consumers who already have the pro*lems associated s,in with uniNue solutions developed in Bangladesh% iii) Believa*ility8 3ove claims it is not &ust a soap it6s a therapy that repairs your s,in : enhances the real *eauty in you which give an emotional selling proposition% It does not use cele*rity rather ma,es regular women to *e its super model which is &ust different from the strategy used *y LURwhere they ma,e of *ollywood film stars li,e ;ishwariya ray( 'atrina 'aif etc% +his helped the 3ove soap *etter relate to the young women and the targeted customers% +he 0)3s for the 3ove 7hampoo can *e summari>ed as8< Q +hree times stronger( smoother : softer hair% Q Focuses on emotional selling proposition Q It6s not &ust a soap it6s a therapy that repairs your s,i : enhances the real *eauty in you% Q It does not use cele*rity rather ma,es regular women to *e its super model%

C)MMUDIC;+I)D 3CFCL)0MCD+ +he *rand team decided to use these real<life anecdotes

in their +F commercials% +he cast were also chosen from real<life characters% +hey might not *e perfect *efore a camera( *ut this reflected a much more honest( candid approach( parallel to 3oveJs *rand claim% +arget consumers could identify themselves much more Nuic,ly and *e convinced a*out the *rand message more easily( moving towards purchase within a shorter period of time% 1% +he power of clear<cut( continuous *rand communication 4hile in .!!!( 3ove Cream Bar had a 1-$ share of total soap mar,et gross rating points (GB0s)( it increased this share to !$ in .!!1% Dot only Cream Bar *ut 3ove Body 7il, and 3eo also started en&oying much higher levels of *rand communication after ;ugust .!!1( following the shooting of new commercials% ;lthough 3ove Body 7il, was launched in May .!!.( it accounted for A $ of the total *ody<care mar,etJs +F advertising within the first month of its launch% 3ove *ecame a trend<setter and e2panded total *rand communication in every category in which it *ecame active% .% 0remium<priced *rand in a recession In line with its international pricing strategy( 3ove continued to *e a premium<priced *rand throughout the +ur,ish crisis% /owever( to show +ur,ish consumers its sensitivity to the changing economic conditions( it prepared gift pac,s especially for special days( such as MotherJs 3ay and FalentineJs 3ay% ;lthough it made considera*le price reductions in these gift pac,s( it never announced this in *rand communications% Because 3ove *rand is too precious to *ecome par<priced with any other

competitor( it too, care that gift pac,s loo,ed e2travagant( to stop any possi*le *rand image erosion% In addition it did e2tensive free sampling via a daily newspaper( and engaged in heavy in<store activity in supermar,ets% /owever( it made a concerted effort to stay as a JpremiumJ *rand( creating added value for its customers too during recession% A% Brand communication ;ll *rand communication is concentrated in +F( as +ur,ish consumers watch at least four hours daily% Besearch indicates that the duration of daily +F viewing increased *y a further 1!.!$ during the recession across different target groups% +he 3ove commercialsJ message is clear<cut( easy to understand and hard to discredit% +he Jhalf a faceJ ad played an especially important role in 3oveJs mar,et success% 3)FCJ7 M;B'C+ 7UCCC77 +he mar,et share of 3ove Cream Bar was A%1$ in 1""-( rising to =%G$ in 1""#% 7u*seNuently it reached #%G$ in Fe*ruary .!!! and 11$ in Eanuary .!!1% 4ith these figures( it *ecame num*er<three *rand in the toilet soaps mar,et *y Eanuary .!!1% (In Eanuary .!!1( the num*er< one *rand had a .!$ mar,et share and num*er two 1 $%) +he new 3ove communication started in ;ugust .!!1 and in Euly .!!. 3ove caught up with the num*er<two *rand( gaining a 1 %-$ mar,et share% +he num*er<one *rand had now fallen to a share of 1-$% (It is worth noting that these figures cover the 1!!g 3ove Cream Bar only( whereas competitorsJ entire toilet soap ranges are included in their

shares%) the mar,et shares of toilet soaps in +ur,ey from 1""- to Euly .!!.% In addition( from ;ugust .!!1 to Euly .!!.( household penetration increased *y %#$( indicating new households *ecoming purchasers% Further( Millward Brown +rac,ing results revealed that certain *rand<related attri*utes have improved from S1 .!!. to S. .!!.% For instance( JI am aware of 3ove +F advertisingJ increased from 1!! (inde2 points) to 1=A within three months% 7imilarly( unaided *rand recall increased *y 1G inde2 points( and aided recall *y 1! inde2 points( from S1 to S. of .!!.%

BC;7)D7 F)B CMCBGCDCC )F 3)FC ;7 ; 7UCCC77FUL BB;D3 3ove has a heritage of repositioning the competition( and using real people testimonials% It6s *een a trusted model for them% Bac, in the !6s they had real women telling us that( ?3ove doesn6t dry my s,in li,e ordinary soap?% )f course they found their U70 (uniNue selling proposition) of . $ moisturiser in soap( and played to their strength% +oday in a world of parity product( it is a lot harder to maintain this competitive edge% M;ID+;IDIDG C)M0C+I+IFC C3GC +/B)UG/ BCLCF;D+ 0B)3UC+ IDD)F;+I)D% 4omen actively see, those innovations that ma,e life easier and more comforta*le% )r products designed with a woman in mind 3ove has at least *rought their product *rea,throughs into our world% +heir latest innovation is repositioning the cosmetic

segment of the mar,et( ,nown as ?anti<ageing?% But in the world of 3ove it has *een renamed ?0ro< ;geing?% ;geing is a fact of life and one they em*race% Do dou*t a loo, at the female Boomer mar,et has driven this positioning% Dot only are Boomers the largest segment of the population( *ut in the U7; it is estimated that they will spend T.%1 trillion on consumer goods and services% 4ith many Boomer women at the pea, of their careers and earning capacity( it ma,es sense to secure their loyalty now%

D)+ IGD)BIDG +/C GB)4IDG 7CGMCD+7 )F H)UB M;B'C+% 3ove are so good at recogni>ing the power of loyalty amongst their female constituents% +hey leave no stone unturned% +he 7elf Csteem campaign for young girls% Dot only is this a stunning display of social responsi*ility( *ut an effective way to procure tomorrow6s customers%

It smac,s of Cmotional Intelligence( which is palpa*ly non<e2istent within too many corporate organisations% Unilever fostered a ?Leadership In ;ction? program( where new thin,ing and ideas were given a hot house to thrive and *e ac,nowledged in% +here is no denying that 3ove are smothered in authenticity% +hey have genuinely gone to their consumers to perform an archeological dig of what matters most to women% Cven their UBL address campaignforreal*eauty%com( was interacted with *y million women online% ;ctively see,ing the opinion of the people *uying their products meant million people spent time with their *rand%

D)+ F;'IDG I+ 4I+/ 4)MCD% +/CH BC;LLH 3) DCC3 +) LI7+CD +) 4/;+ M;++CB7 +) +/CM% 4omen much prefer to *e consulted with( heard( and then to arrive at a mutual decision% Falidation and ac,nowledgement of their needs% 3ove may have the *ac,ing of Unilever and deep poc,ets with far reaching glo*al tentacles

74)+ ;D;LH7I7 )F 3)FC8

7+BCDG+/78 Unconventional strategy Cffective advertising( Free pu*licity Continuously evolving the campaign 7trong emotional touch Cross<selling 0ossi*ilities 4C;'DC778 Insufficient distri*ution channel Contradictory in nature )*&ectification of women 4omen featured were comparatively slim Use of ideali>ed images in other *rands under the same flagship Contradictory Eapanese campaign )00)B+UDI+IC78 +arget male customers Maintain *etter standards of Nuality Unified advertising throughout the glo*e Continuous innovation +/BC;+78 Involved mar,eting ris,

Copy *y the competitors Undermining the aspiration of consumers 7ustaina*ility of campaign in long run Bis, of *eing a *rand for Ofat girls@(due to their campaign) C)M0C+I+)B78 ;mongst the most prominent competitors are 0B)C+CB ;D3 G;MBLCB (C;FID';BC : DIFC; 0 :G +;BGC+7 3)FC 4I+/ )L;H B)3H 4;7/ B;DGC 0 : G67 /C;3 ;D3 7/)UL3CB7(0;D+CDC (4CLL; ;D3 BCE)ICC ;BC C)M0C+I+)B7 )F 3)FC BB;D3 0 : G67 IF)BH ( C;M;H : )L;H (;LL 0BCMIUM 7);07);BC C)M0C+I+)B7 )F 3)FC% Camay was launched *y 0 : G along with dove which was a product having Nuite resem*ling features li,e dove *ut which could not do as well as dove in the mar,et %ivory was pre< e2isting *rand which gave a tough competition to hindustan unilever6s dove at the time of its launched %0 : G is planning for olay *ar soap to compete with dove 0 : G67 7CCBC+ ;D3 +;G 3C)3B;D+7 C)M0C+IDG 4I+/ 3C)3B;D+7 )F 3)FC % C;FID';BC67 0B)3UC+7 LI'C 70IDU( DHLC 7/;M0))(DHLC L)+I)D( C/I' 7/;M0))7 ;BC FC4 )+/CB C)M0C+I+)B7 DIFC; /;7 ; B;DGC )F 0B)3UC+7 LI'C L)+I)D7 (7);0(B)3H 4;7/ 4/IC/ C)M0C+C 4I+/ 3)FC%

;3F;D+;GC7 )F 7UCCC77FUL 0;BCD+ BB;D3 8

3ove6s moisturi>ing soap acNuired a huge amount of success and 3ove emerged out to *e leading *rands thus the other products launched after soap had an added advantage (less cost was incurred in their promotion and advertisement% 3ove has e2tended its range to a great e2tent which includes complete hair care range( deodorants( lotions (*ody wash etc %4ith the image of moisturing *rand the *rand could do eNually well in the products other than soaps% /UL acNuires GA$ share in hair care products% 3ove was one of the earliest to *ring up the concept of total repair which has *een imitated *y pantene and others later% Innovation has pertained in the *rand and new products are continuously launched after dove moisturi>ing dove e2foliating(having granules within to e2foliate s,in) and dove refreshing cucum*er(for cool effect) were launched followed *y dove nutrinum which is . in 1 soap and has vitamin C% 0eople usually have recogni>ed the role of vitamin C in nourishing s,in thus the product has *een launched% BCC)MMCD3;+I)D78 In Bangladesh( the *rand did not had the success of its glo*al counterpart% )ne reasons are the small ? 0remium ? mar,et and another is the price *arrier% 3oveJs initial price was around 1!! ta,a that put off even the premium customers% ;lthough the ?Campaign For Beal Beauty? and the mildness are e2cellent selling points( the *rand is still not a*le to catch the fancy of Indian *eauties% 4ith lot of sales promotions happening with the *rand li,e 1V1 free ( there is a possi*ility of *rand value erosion%

4ith the *rand now priced at Bs #!( the price has somewhat *ecome reasona*le It has *een felt that still the *rand does not fit into the ? value for money? proposition for the Indian consumer% It is a truth that Indian consumer loo,s for ? Falue ? even in premium products% 3ove have a negative point in that the soap usually does not last enough ( partly *ecause of our *athroom ha*its)% +his have reduced the value proposition for this *rand% 4ith the emergence of an attractive mar,et in the premium cosmetic mar,et in India( 3ove have lot of potential to *ecome a ,ey player( it has got the positioning right( now it has to set the ? Falue? right for the Indian consumer% 7ales plan for .!1= (March) to .!1 (March) Fision A< years +o stay in the salient group in the customerJs mind ie the top soap seller in Bangladesh% 0roduce millions annually and earn ! crore ta,a annually% Mission Cvery Customer a strong reference )*&ectives .!1= increase sales from ..crore to ! crore Increase the distri*ution to .!$ in every ma&or cities( esp in 3ha,a and Chittagong% 7ince Unilever have overall 1.! distri*ution channel( the num*er will *e increased to 1==%

;ctions to achieve the goal we need a sales team for the two main cities who will cover the target areas with a minimum of 1!!!! sell in their location% the 1 lac sell will *e divided along the districts according to the demand% the *udget for promotion will *e allocated to tv and maga>ines only% there will also *e a finance department and a monitoring team to monitor the e2pense on sales% line items for a sales plan *udget will include allocations for areas such as la*or( increased production( advertising( travel( eNuipment and supplies% we will also develop a top<down strategy to communicate goals and o*&ectives of salespersons and other human resource personnel necessary to implement the sales plan% additional sales force training may also *e reNuired component to implement the sales plan% 4hether newly promoted into the position or *ringing e2perience to the post( the sales manager can find the &o* daunting% +he sales manager must staff( train( coach and lead the team% /eI7he must also help close the *ig sales and *e a liaison *etween the sales team and others in the company( many of whom regard salespeople with suspicion% Being organi>ed and following a plan can help the manager create order out of chaos% Foundation 7tep 1 Lay the groundwor,% For a manager esta*lishing a sales organi>ation( the planning process *egins with decisions a*out

hiring salespeople( writing a compensation plan and laying out territories% 4hen assem*ling the team( the manager must decide whether salespeople should *e direct hires or independent reps% 7o in this case( since Unilever have a good reputation( we are going to go for direct hires not independent reps% 7tep . 3ecide whether to hire seasoned reps or roo,ies who might reNuire more training% If there are reps in remote locations( they should *e more e2perienced and a*le to wor, independently% 7tep A Csta*lish pay scales% +he compensation plan must *e sufficiently rewarding to assure that the team will *e well< motivated% ;ssignments might *e geographic or *y product line% +he reward will *e higher since we will not have to compete with other companies *ut also our own products% Ground Game 7tep 1 )rgani>e the territory% ; ma&or part of sales management is forecasting revenue% +he manager must determine how many prospects there are in the sales territory( how many are li,ely to *ecome customers( and what the average revenue per sale is li,ely to *e% +his will provides a rough guide that can *e revised as actual num*ers *ecome availa*le% In our G= districts( we want to go to every possi*le city within our distri*ution channel% 7tep .

4or, through the sales funnel << that is( develop a good sense of how many prospects will *ecome Nualified leads that convert to customers% It is also important to ,now how long the sales cycle is% since 3ove have pro*lem with stoc, so we would li,e to improve it% 7tep A Budget for salaries( commissions and miscellaneous e2penses% +he sales organi>ation is typically run as a profit center( so the manager must plan for cash outflow as well as inflow% Maintenance 7tep 1 Monitor wee,ly reports and ma,e necessary ad&ustments% +he wee,ly report *y sales reps is the manager6s *est tool for monitoring activity% Beports should contain a record of sales completed( prospects( pro&ected revenue( closing pro*a*ility and time frames% Monitoring wee,ly reports will reveal who is succeeding and who needs help% 7tep . 7chedule regular training sessions% +he top sales reps receive the manager6s support *ecause they are producing( *ut the others also need help to ,eep them on a path of improvement% 7tep A 7et aside time for trou*le<shooting% 4hether it is to help a rep close a sale or to calm a disgruntled customer( the manager must schedule availa*le time for these activities% +he manager must also *e a liaison with the rest of the

company and defend the team *ecause salaried employees do not understand why sales reps ma,e so much money% +he sales team must also *e defended if they do not ma,e their num*ers% 7ales : 3istri*ution Detwor, of Bangladesh Unilever (BL) ; mar,eting channel is a tool for the movement of goods from producers to consumers% It plays an important role in decreasing the time( place( and possession gaps resulted due to the separate goods and services from the people who need and use them% ; num*er of ,ey functions ta,en care *y the mem*ers of the mar,eting channel li,e forward flow of activity from the company to the customers li,e goods and *ac,ward flow from customers to company li,e order( 0ayment etc% Bangladesh Unilever transfers the finished goods to Carrying and Forwarding ;gents (CF;)% 7toc,ists receive the goods from respective CF;% 7toc,ists then in turn indirectly deal with the Betail outlets from where consumers get the desired product according to their convenience% +his is how the BU reaches to consumers% )n an average each 7toc,iest caters to -!!<"!! retail outlets of the city% CF; can *e classified into . types8 1) 4ith investment% .) 4ithout investment% +he without investment CF; are mere the Forwarding agents and act as the transporter to the company% +hen depending upon the type of products( sales( turnover and the num*er of retail counters a stoc,ist is dealing with( the company has classified the stores into8

Q Q

7uper Falue 7tores 7mart IFL)

+he stoc,ist apart from retail outlets deals with Modern retail outlets li,e shopper stop( pantaloon etc% +he stoc,ist also supplies the goods to C73 Canteens and *ills them for the same and the difference in the amount is reim*ursed *y the company 7ales force *ehind the 3istri*ution channel +he successful functioning of the distri*ution channel depend upon having a good and dedicated sales force% In the case of BU (in a particular region) the sales are coordinated *y ;rea sales manager (;7M)( ;ctivation Manager (;M)( and a +erritory 7ales In charge (+7I)% +hese people are wor,ing on *ehalf of BU and are a Lin, *etween the stoc,ist and the company% +he goods moves to the stoc,ists go<down *y the company6s +ruc,% +he stoc,ist then appoints a (Be 7toc,ist 7alesman) B77M who is reNuired to collect the orders : payments from the retail outlets% +he delivery is made *y either cycle or through a van depending upon the si>e of the order% +he lead time for delivery from the company is 1 day% +he orders are also placed online using the CBM software of Unilever called OUDIFH@ CvaluationI 7election of Channel Mem*ers Based on the factors li,e the investment capacity( num*er of retail stores covered( appropriate 7ales force( infrastructure etc%( the stoc,ists are evaluated and are selected *y the company% Company6s policy is to wor, in advance payment mode% +his is to ensure that the there is

no delay in fulfilling the demand of the consumers and sufficient stoc,s are availa*le to cover the entire range and categories of 3ove shampoos% 0romotion From 1"" to .!!-( 3)FC used to target young Bangladeshi population with the pro&ection of its *rand aiming at 5perfect6 female population% +he *rand earlier portrayed its main theme for 5perfect6 women as role models% Main o*&ective was to form a *rand image of leading and 5*est6 *rand for *eauty products and other personal care products enriching the s,in with glow and maintaining *eauty of *eautiful women% ;dvertising Mission8 In .!!# mission of 3)FC changed from increasing sales among *eautiful women to concentrating over all age women without any categori>ation on the *asis of loo,s% Its mission now stated 9Oto ma,e women feel more *eautiful every day *y challenging today6s stereotypical view of *eauty and inspiring women to ta,e great care of them%@ Money8 +he stage in 0LC is 5augmented product stage6 where this product has come up with sensitive augmented *enefits li,e< damage therapy for s,in and intense the glow of the s,in% Mar,et share8 Mar,et share is less than .! percent Message8 Message generation and selection8 as a result of surveys and research it was found that<

Q "!$ of all women 1 <G= worldwide want to change at least one aspect of their physical appearance (with *ody weight ran,ing the highest)% Q G-$ of all women 1 to G= withdraw from life< engaging activities due to feeling *adly a*out their loo,s (among them things li,e giving an opinion( going to school( going to the doctor)% Q G1$ of all women and G"$ of girls (1 to 1-) feel that their mother has had a positive influence on their feelings a*out themselves and their *eauty% Q "1$ feel the media and advertising need to do a *etter &o* of representing realistic images of women over !% Q "-$ *elieve society is less accepting of appearance considerations for women over ! compared to their younger counterparts( especially when focused on the *ody% Q Dearly G!$ of women *elieve that if maga>ines were reflective of a population( a person would li,ely *elieve women over ! do not e2ist% Q #-$ of women *elieve they are too young to *e old% Message e2ecution8 Message is e2ecuted *y various advertisement strategies that no more included *eautiful and slim models *ut the actual users< average loo,ing woman% It launched 53ove Campaign for Beal Beauty (CFBB)6 as its advertising campaign% It included following as its parts at different time periods to create awareness a*out the recent changes< Q 3aughters6 campaign8 this was a su* campaign under CFBB which focused on young

teenage girls who are sensitive a*out the way their loo,s are evolving with age% In the +F commercials and audio visuals young girls with different loo,s and different perceptions a*out their loo,s (spotty( fat( dull( pale( dar,) were showed along with them gaining confidence as they loo, different and de<relating loo,s with self esteem or glamour% Q Cvolution is a campaign8 it captured one of the first online< focused spot *y any company% It derived its *udget from daughter6s campaign% It aimed at providing as much e2posure as possi*le to women through online means% Q 3ove self esteem fund8 it included inspiring advertisements during ma&or live events li,e 7uper Bowl where women were inspired to value the way they loo, and the way they perceive their loo,s% Q 7tudy 5voice68 in voice( dove was advertised to gain attention of ur*an class as a premium product% +hus main strategy was shifted from concentrating over the product to concentrating over the target customers< women of all ages and si>e% +he message to *e spread among them was that 5each woman is *eautiful( irrespective of her age or si>e%6

Media8 Ma&or media types used in advertisement campaigns are< Q 0rint media Q +v media Q )nline media8 www%campaignforreal*eauty%com is the we*site availa*le for woman for their information and cast their votes on the Nuestionnaire given% )nline dialogues are also *rought up through *logs and discussion *oards( research studies a*out *eauty( reading articles and opinions of the users% Q Bill*oards8 3ove placed mo*ile *ill*oards in ma&or cities% Cach *ill*oard challenged womenJs notions of *eauty *y encouraging them to cast their votes online% 7ales promotion8 activities related to sales promotion included Q Free trial pac,s which were distri*uted along with newspapers to have a larger reach to the population for creating high level awareness%

Implementation Budget

+a*le 9 Forecast for the mar,eting C2penditure In millions Suarter 1 Suarter . Suarter A Suarter = 7ales of 3ove !%= 1%!! %.G G%." Media ;dvertising (AA$) (.#$) (. $) (.A$) 7alary (7ales team) and ;dministrative C2penses (. $) (. $) (. $) (. $) 7ales 0romotions AA%== (..$) A1%G (.!$) A.%"= (.!$) A=%A (.!$) Mar,eting C2penditure as a percentage of sales 1 $ 1 $ 1 $

1 $ ;ctivity 7chedule8 ;ctivities 0lanned . crore .! lacs for a year .!1=<.!1 3uration of the ;ctivity Budget in +a,a 7ponsoring events in Girls Colleges 7ponsor around 1 events over the year lacsW1 X- (!!(!!! C2perience 3ove Campaigns at Malls in cities such events in malls spread in various >ones in the cities 1! lacs Launch online s,in help portal(0romotion) )ngoing < 7,in e2perts in 3ove should answer the Nueries daily ! thousand per month ;dvertising Campaign Y1 in B;7UD3/;B; +o *e aired for A months starting 9 1 th ;pril .!1= " lacs ;dvertising Campaign Y. in 3hanmondi and Gulshan +o *e aired for " months starting 9 1 th ;pril .!1. 1 crore ta,a Mar,et survey 9 +o find out *randI product awareness +o *e conducted A<= months later lacs 4or,shops for self<esteem

Cvery =months 1 lacs

Financial 0ro&ections8 Current financial position calculated8 ;verage usage per consumer X .%A per month Folume per usage X .A! grams (appro2) 4eighted 0rice per usage of soapX Bs% Do% of dove users X !%A million Hearly Bevenue generated X almost .. crore

0roposed 0lan8 Mar,et growth over previous year X %A$ Hearly revenue pro&ected X ! crore

Dew venture 4ith a growth rate curving upward( the Bangladeshi s,in care mar,et is going through a ma&or paradigm shift% +here is such huge potential that ma&or Bangladeshi

manufacturers are now relaunching s,in care *rands% +he change is visi*le at two levelsPconsumer *ehaviour and mar,eters trying to grow the mar,et *y introducing new product categories and services% Men are fast emerging as a separate consumer category in a mar,et traditionally dominated *y women% +he change in the *uying pattern includes men loo,ing for care and styling products that cater to their specific needs% ; growing num*er of men go for shopping on their own with more income in their hands to *e spent on personal care products due to demographic features such as the rising num*er of single<occupancy households( as consumers delay committing to marriage and children% +he proposed plan is to enter into a new mar,et segment i%e% men% +here is a huge potential for this segment as inferred from the survey given% ;00B)0BI;+CDC77 of men6s new mar,et segment8 Q 7,in care is meant for men as much as it is meant for female population% Q CFBB can support Men in a su*stantial way as men are also sensitive a*out their loo,s as verified *y% Q Men consider glowing s,in as an important attri*ute in a shampoo to *e cared a*out more than women% /ow to tap this new mar,et segment8 Q Include men (average loo,ing( not cele*rities) into advertisement campaigns% Q Create awareness of advantages and rationale for dove products to *e used *y men% Q +here is enough value proposition in the product hence there could *e a potential opportunity

to cater the men6s segment% Q 3ove has already introduced its men6s segment in U7%

BIBLI)GB;0/H8 /H0CBLID' ?http8IIwww%dove? www%dove%in /H0CBLID' ?http8IIwww%caan>%co%n>IattachmentsIhow< dove<survived<the<tur,ish<recession%pdf? www%caan>%co%n>IattachmentsIhow<dove<survived<the< tur,ish<recession%pdf /H0CBLID' ?http8IINuery%nytimes%comIgstIfullpage%htmlZ resX" !=C 3F1.A;F"A1;1 - =C!;"G-"C#BGA:secX:sp onX:pagewantedXall? http8IINuery%nytimes%comIgstIfullpage%htmlZ resX" !=C 3F1.A;F"A1;1 - =C!;"G-"C#BGA:secX:sp onX:pagewantedXall /H0CBLID' ?http8IIwww%all*usiness%comIretailIretailers< general<merchandise<stores<discount<clu*I#-GAG !< 1%html? http8IIwww%all*usiness%comIretailIretailers< general<merchandise<stores<discount<clu*I#-GAG !< 1%html ( /H0CBLID' ?http8IIwww%magindia%comImanarchInewsIman=A!1-%html ? http8IIwww%magindia%comImanarchInewsIman=A!1-%html) /H0CBLID' ?http8IIwww%insideretailing%com%auI3efault%asp2Z ta*idX A:article+ypeX;rticleFiew:articleId? www%insideretailing%com%auI3efault%asp2Z

ta*idX A:article+ypeX;rticleFiew:articleId /H0CBLID' ?http8IIwww%ad*rands%netIusIdove[us%htm? www%ad*rands%netIusIdove[us%htm /H0CBLID' ?http8IIwww%newmar,etingeconomy%comI.!!-I!.Idove[wa shes[away[its[competiti%html? www%newmar,etingeconomy%comI.!!-I!.Idove[washes[ away[its[competiti%html /H0CBLID' ?http8IIwww%slideshare%netIparthamisraIdove<final< presentation<presentation? www%slideshare%netIparthamisraIdove<final<presentation< presentation /H0CBLID' ?http8IIwww%*randstrategy%co%u,IissuesI.!!#IMayIBeneat h[the[s,inIBrowse? www%*randstrategy%co%u,IissuesI.!!#IMayIBeneath[the[s ,inIBrowse /H0CBLID' ?http8IIwww%ia*%nlIdataIdocumentenIresearchI+heDewMar ,etingMi23oveDutrium%pdf? www%ia*%nlIdataIdocumentenIresearchI+heDewMar,eting Mi23oveDutrium%pdf /H0CBLID' ?http8IIwww%mar,etingmagic%caIarticlesI3ove%htm? www%mar,etingmagic%caIarticlesI3ove%htm /H0CBLID' ?http8IIwww%strategymag%comIarticlesImaga>ineI.!! 11!1 Idove%html? www%strategymag%comIarticlesImaga>ineI.!! 11!1Idove% html /H0CBLID'

?http8IIwww%cassies%caIcaseli*raryIwinnersI3oveBeautyB ar%pdf? www%cassies%caIcaseli*raryIwinnersI3oveBeautyBar%pdf

0;GC \W MCBGCF)BM;+ .A