Marketing Plan for Whitelight

Marketing Plan for WhiteLight

Chapter 1

Introduction:

In this competitive business world, marketing is an essential part of any company. The

main two ideas of marketing are to attract the market and do the activities to retain them.

In order to do the jobs of marketing a proper marketing plan is very important. Without

having a complete plan the job of marketing will left with many excuses and even it

could create a disturbing consequence for the company. So, to have an appropriate

marketing plan for every product of the company is very necessary.

There are many companies in Bangladesh serving to people. All the leading companies

have a strong marketing department where the marketing strategies and marketing mix

are made.

Unilever is the leading company in Bangladesh, which is serving the people of

Bangladesh over four decades. Unilever has many brands to serve with. Those are -

Wheel, Lux, Lifebuoy, Fair & Lovely, Ponds, Close-Up, Taaza, Sunsilk, Pepsodent,

Clear, Vim, SurfExel, Dove, Vaseline, Lakme & Axe.

In addition to those brands, we have created the marketing plan a new product for

Unilever which we named as 'WhiteLight - Tooth Whitening System'.

Marketing Plan for WhiteLight

Chapter 2

Company Profile:

2.1 Unilever Bangladesh Ltd.:

In the 1890s, William Hesketh Lever, founder of Lever Bros, wrote down his ideas for

Sunlight Soap - his revolutionary new product that helped popularize cleanliness and

hygiene in Victorian England. Mainly from this time first idea to establish Unilever

formed.

Over the the last four decades, Unilever Bangladesh has been constantly bringing new

and world-class products for the Bangladeshi people to remove the daily drudgery of

life. Over 90% of the country's households use one or more of products.

According to constitution, in Bangladesh Unilever Bangladesh Ltd. have 60.75% share

and government of Bangladesh have 39.25% share.

2.2 Product and Service Analysis:

Unilever Bangladesh Ltd offers a wide variety of consumer goods to the people of

Bangladesh. Its operations are categorized into three categories-

- Food

- Home care

- Personal care

Under these three operations Unilever manufactures various categories of products and

for each of those categories they have successfully established many brands. The product

mix of Unilever Bangladesh Ltd is as followingMarketing

Plan for WhiteLight

Household

Care

Fabric

Cleansing

Skin

Cleansing

Skin Care

and

Personal

Grooming

Oral

Care

Hair

Care

Tea Based

Beverage

Vim Wheel

Surf Excel

Lux

Lifebuoy

Dove

Vaseline

Fair &

Lovely

Pond's

Rexona

Vaseline

Lakme

Axe

Pepsodent

CloseUp

Dove

Sunsilk

Clear

Taaza

Unilever Bangladesh Ltd produces pure consumer goods. Some its brands are produced

locally in Bangladesh and some are imported from other regional factory of Unilever, like

Thailand, China, and UK etc. In Bangladesh the company has a Soap Manufacturing

factory and a Personal Products Factory located in Chittagong. Besides these, there is a

tea packaging operation in Chittagong and three manufacturing units in Dhaka, which are

owned and run by third parties exclusively dedicated to Unilever Bangladesh.

2.2 Capital Investment:

The capital expenditures of Unilever have generally been moderate. This allows Unilever

to use its cash resources for other business investment purposes.

Marketing Plan for WhiteLight

2.3 Logo and Slogan:

Figure: Logo of Unilever Bangladesh Ltd.

Our slogan is; "Feel good, look good and get more out of life"

2.4 Mission:

Unilever's mission is to add Vitality to life. We meet everyday needs for nutrition,

hygiene