Unilever: Unilever is a British-Dutch multinational consumer goods company co-headquartered in Rotterdam, Netherlands, and London, United
Kingdom. Its products include
food, beverages, cleaning agents and personal care products. It is the world's third-largest consumer goods company measured by 2012 revenue,
after Procter & Gamble and Nestlé. Unilever
is the world's largest producer of food spreads, such as margarine. One of the oldest multinational companies, its products
are available in around 190 countries.
The Unilever Bangladesh Limited is
consumer goods company, engaged in the manufacture and distribution of home
care products, personal care products, and foods. It is a Joint Venture of the Government of Bangladesh and
Unilever. Unilever holds 60.4 per cent and
Government of Bangladesh holds 39.6
of the share.
Now we will analyze five Unilever
product’s Marketing Mix. The products are:
1. Closeup
2. Lifebuoy
3. Axe Body Spray
4. Clear Shampoo
5. Brooke Bond Taaza.
Marketing Mix: The
set of controllable tactical marketing tools- product,
price, place and promotion that the firm blends to produce the response it
wants in the target market.
Marketing Mix 4P’s:
A marketing expert named E. Jerome
McCarthy created the Marketing 4Ps in the 1960s. This classification
has been used throughout the world. Business schools teach
this concept in basic marketing classes.
Product No 1: Closeup
Closeup
is the number 1 toothpaste of Bangladesh and the first gel toothpaste of the
world. It gives you the freshest breath and
dazzling smile which ignites a mouth to mind confidence. Closeup
has been serving the oral care needs of this country since 1984. The
brand has always been unique and fun, encouraging people to open up by getting
over their self-doubt. It
is aimed at every person who is young at heart.
It has some different flavors like:
Price: In
Bangladesh Closeup toothpaste comes in few different sizes.
Beside this closeup has few more variable in size for
different country’s.Normally in Bangladesh, 40g is
preferable for bachelor or the people who is single and the large size means
145g is a family pack. They also make mini pack sachets.
Place: There are 3 types of places where we can get closeup
toothpaste in various sizes with various flavors these places are :
1.
Local grocery shop.
2.
Supermarket.
3.
Online grocery website/shop.
1. Local grocery shop : High
selling brand varies from area to area. There are many local shops near to our home or
work places where we can get this toothpaste. the shops don't
take any vat. People
with lower income prefer these type of Local/small shops.
2. Supermarket : there are
some Super markets where we can get this toothpaste. for example like
AGORA,MEENA BAZAR,G-MART people with higher income prefer these
types of shops. and
these shops takes extra VAT for every products.
3. Online grocery website/shop: online
grocery shops are very much new type of selling place. there are so
many Websites where we can get this toothpaste at market price without going
outside. these
online shops maintain their quality. These websites sell almost all the flavors of
close-up
in various sizes. people with high & medium income
can afford easily this toothpaste from online shops
Promotion: Sales
promotion techniques such as contests or sweepstakes and premium offers are
often used to draw attention to an ad, increase involvement with the message
and product/service,
and help build relationships with consumers. A
premium is an offer of an item of merchandise or services either free or at a
low price that is an extra incentive for purchasers. Closeup
offer gifts such as toothbrush, Laptops for the purchasers of specific.
Closeup giving ৳20 mobile balance
free with its 145g pack. They also make Television commercial, drama like “কাছে আশার গল্প” , reality shows, talent hut program like
Closeup1.
Product
no 2: Lifebuoy
Lifebuoy, the largest health soap brand in Bangladesh,
aims to help 160 million Bangladeshis meet their health and hygiene needs. It is a household name remembered in every corner of the
nation. Lifebuoy is also the first
brand to receive the Royal Society for Public Health’s (RSPH) accreditation status that recognizes Lifebuoy’s efforts to improve hygiene education around the world. They also have some different
flavor like
Price: Lifebuoy comes in two different sizes.
Beside this medium and large pack, Lifebuoy has few more
variable in size for different country’s. Normally
in Bangladesh, 100g/150g is preferable and large size means
150g is a family pack. They also make mini pack sachets. In
the market Lifebuoy is one of the cost consuming soap and most of the people
buy this.
Place: There are lots of places where we can get Lifebuoy in
various sizes with various types some of these places are : 1. Local grocery
shop 2. Supermarket
1. Local
grocery shop: There are many local shops near to our home or work places
where we can get this Soap. The
shops don't take any vat from consumers. People with lower income prefer these type of Local/small shops. In villages,
there are also some grocery shop where this soap is very common.
2. Supermarket
:
there are some Super markets where we can get this soap. for example like AGORA,MEENA BAZAR,G-MART. People
with higher income prefer these types of shops. and these shops takes extra VAT for every products. These types of
supermarkets try to sell all the flavors & sizes in their shops
Promotion: Since the beginning lifebuoy is one of the
popular bath soap in Bangladesh and all over the world. They have number of
promotional activities like,
1. Tv Commercial
2.Free and wash campaign
3. Bill boards on road and highway
4. Providing free soap and hand wash in public toilet, school and colleges.
Lifebuoy promise their
customer that they provide better germ protection than other soap’s. Here is a billboard on it.
Product No 3: Axe Body Spray
Axe has become one of the world’s most popular male grooming brands, by being a guy’s best first move. Cool, adventurous and never dull, Axe is designed to keep guys a
step ahead in the dating game. Unilever’s research and development teams work with a panel of ‘expert noses’ to create Axe products, and come up with fragrances
that help men smell and feel their best. Axe have more variety in product than others
Price: Axe has different price
tag for its different fragrance. Like,
Here is just few of them. Basically, Axe is a brand
where a ton of different fragrance exists and people love them too. The price of Axe Body Spray can be different
more or less depend on the country and continent.
Place: There are lots of places where we can get AXE deodorant
in various sizes with various flavors. these places are :
1. Local
grocery shop
2. Supermarket
3.online
shops
1. Local shop/grocery shop: There are many local shops
in cities where we can get this Deodorant .These types of local shops have limited
flavors & sometimes they sell duplicate products instead of original. People with lower income
prefer these type of Local/small shops. In villages, there are very
shops who sell this deodorant because village people have less demand for this
deodorant.
2. Supermarket: there are some Super
markets where we can get this deodorant. for example like MEENA BAZAR,G-MART,SHWAPNO. People with higher income
prefer these types of shops.
and these shops takes extra
VAT for every products & try to give original product to their customers. These types of supermarkets
try to sell all the flavors & sizes in their shops
3. Online Shops: There are some shopping
websites where we can get AXE deodorant like Daraz.com , Brano e.t.c . these types of online shops prefer branded
products and try to give best products to their customers to buy this product
online a consumer have to pay extra charges .
Promotion: Axe is one of the most
popular men's body spray Unilever have made all over the world. Axe have some excellent
promotional program. They have bunch of Television commercial and
they got both popularity and controversy about their advertising plan. Their promotional
activities are:
1.
Television
Commercial.
2.
Billboard/Poster.
3.
Free give away.
Beside these Axe make
online promotional program on Facebook, Tweeter and Instagram.
Product No 4: Clear Shampoo
Clear is a brand of anti-dandruff shampoo produced by the Unilever
group. The brand was launched in 1981 and sold under the Clear name in most
certain global countries, it is known as Ultrex in Greece and Linic in Portugal. It is the leading anti-dandruff shampoo brand, competing with Procter
& Gamble's Head & Shoulders. Here are some of Clear’s product:
Price: The price list of Clear
Shampoo are
Clear makes shampoo for both
man and woman. CLEAR Men is the number one anti-dandruff shampoo for men around the world they say’s. They
offer a wide range of products that also meet scalp and hair needs. CLEAR’s nourishing shampoo deeply nourishes the scalp to make hair
stronger and more beautiful. Clear
also make mini pack sachets.
Place: The
target place of clear shampoo is very wide. It
can almost see all over the country.
Clear is also
internationally known and one of the fastest growing shampoo in the market
considering that it is new. It is available through (Supermarkets,
Local stores, convenience stores, and other retail outlets.)
1. Local shop/grocery shop: There are many local shops in cities where we can get this
Shampoo. These types of
local shops have limited flavor’s
& sometimes they sell duplicate products instead of original. People with lower
income prefer these types of Local/small shops. In
villages, there are many shops who sell this shampoo in mini pack because there
is a huge demand for this shampoo's mini pack in villages.
2. Supermarket: there are some Super markets where we can get this Shampoo. for example like
MEENA BAZAR, G-MART,
SHWAPNO,AGORA. People with
higher income prefer these types of shops. and these shops takes extra VAT for every products & try
to give original product to their customers. These types of supermarkets try to sell all the flavors
& sizes in their shops
Promotion: As a
new shampoo product in the market, clear maximize its promotion. They
have used several of promotional strategies such as
1.
Television Advantage
2.
Print Ads
3.
and they also sponsored some events to further expose
the product to the consumers.
When comes of T.V ads,
they have used lots of famous celebrities locally and internationally. I can
say that clear has a strong publicity. Cristiano Ronaldo is one of
them.
Product
No 5: Brooke Bond Taaza
Brooke Bond Taaza stands for premium
quality and refreshment, bringing in the world-famous tea blending expertise and heritage of the Brooke Bond
House. Brooke Bond Taaza
consistently delivers its promise of freshness with the help of Unilever's
world-class buyers and blenders. The Heritage of the Brooke Bond house stands tall since 1869
till date and provides a superior cup of tea. Here
are some available products:
Price: The price list of Brooke Bond Taaza are
Brooke Bond
Taaza Packet Tea — the
classic blend that gives a sweet liquor with brilliant color and aroma; a cup
of tea filled with daylong freshness
Brooke Bond
Taaza Teabag — Taaza’s special double chamber flow-through teabag provides a cup of tea with exceptional color
and taste. Consumers now have the
option to customize their own cup of tea, the way they like it — light, regular or strong
Place:
The target
place of TAZA tea is very wide. It can almost see all over
the country’s is also known as one of
the fastest growing TEA in the market considering that it is new. It is available through (Supermarkets, Local
stores, convenience stores, online websites and other retail outlets.)
1. Local shop/grocery shop: There are many local
shops in cities where we can get this TEA. These types of local
shops sometimes sell duplicate products instead of original. People with lower income prefer these types of Local/small shops. In villages, there are many shops who sell
this TEA because there is a huge demand for this TEA in villages. There are many tea stalls in our country. The tea stall's
owner's buy this Tea from local shops to run their business.
2. Supermarket: there are some Super markets where we can get this TEA. for example like MEENA BAZAR, G-MART, SHWAPNO,AGORA. People with higher income prefer these types of shops. and these shops takes extra VAT for every products & try to
give original product to their customers. These types of
supermarkets try to sell all the sizes in their shops
Promotion: The
continuous commitment of Brooke Bond Tea has created a positive impact on its
customers. It has taken help of good advertisement to increase its
brand visibility. Brooke Bond has started an ad campaign
that acknowledges women empowerment and their need to drink Brooke Bond Tea for
sustenance. Its catchy commercials are aired on television, radio,
newspaper, and magazines.
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