53673615 Marketing Plan Unilever

7/31/2019 53673615 Marketing Plan Unilever

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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 mixare 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.


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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 countrys 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 following-


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HouseholdCare

FabricCleansing

SkinCleansing

Skin CareandPersonal

Grooming

Oral

Care

HairCare

Tea BasedBeverage

Vim Wheel

Surf Excel

Lux

Lifebuoy

Dove

Vaseline

Fair &Lovely

Ponds

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.


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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 and personal care with brands that help people look good, feel good and get more

out of life.

2.5 Vision:

The four pillars of our vision set out the long term direction for the company where we

want to go and how we are going to get there:

We work to create a better future every day.

We help people feel good, look good and get more out of life with brands and

services that are good for them and good for others.

We will inspire people to take small everyday actions that can add up to a big

difference for the world.

We will develop new ways of doing business that will allow us to double the size

of our company while reducing our environmental impact.


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2.6 Objective:

Objective means the goals that the business must achieve in order to meet its wider

business objectives.

Unilevers objectives are-

Growth in market share

Clearer product differentiation

Long term brand value to customers

Decrease customer acquisition costs 8% per year

Creating and launching new products / services Innovation

2.7 Current Marketing Situation:

2.7.1 SWOT Analysis

The following SWOT analysis captures the key strengths and weaknesses within the

company and describes the opportunities and threats facing Unilever Bangladesh Ltd.

Strengths:

In depth industry experience and insight

Largest amount of share in the market

Having a good number of established brands

An excellent distribution network

Competitive advantages


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Weaknesses:

Reliance on outside raw materials

So many substitutes available in the market

Lack of control in the market. If any disruption arises between company and

distributor then the whole market suffers.

Lack of informational reliability, since the market is too large

Opportunities:

Participation within a growing industry

Utilization of changing lifestyle of people for increasing demand

Scope of expanding the market vertically and horizontally

Application of new tactics and surprise packages

Niche marketing

Threats:

Threats of the market challengers

A negative effect on peoples spending because of the current financial crisis

Existence of political unrest though out the country

The moto of Unilever is to hold its strengths the longest time possible. It is also working

constantly with a view to using its opportunities at best. In spite of being the market

leader Unilever Bangladesh has some weaknesses and threats. Its research department is

working hard to make strategies to overcome those weaknesses and threats.


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2.7.2 Industry Analysis:

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, likeThailand, 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.

2.7.3 Competitive Analysis:

In the market of consumer goods Unilever Bangladesh Ltd is considered as the market

leader. As a market leader there is always a risk to be attacked by the market challengers.

She, Unilevers strategy is to defend their market share by being premium in service,

having full-line strategy, extensive and efficient dealership system and good financing.

In Bangladesh the major two challengers for Unilever is Square Toiletries Ltd and

Proctor & Gamble Ltd.


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Chapter 3

Product profile:

3.1 White Light - Tooth Whitening System:

A product can be defined as anything that can be offered to a market for attention,

actuation, use or consumption that might satisfy want or need.

In this marketing plan our concerning product is tooth whitening system. WhiteLight is a

revolutionary new system that incorporates light technology to whiten our tooth fast.

Light treatment is the latest whitening technique used by dentists. The unique, patent

pending WhiteLight is designed to be used at home and is extremely easy to use. The

advanced light combined with the specially formulated gel, rapidly removes surface

stains and penetrates deep to remove embedded stains. Works great on stains caused by

coffee, tea, smoking, red wine, fruit juice, cola, aging and more.

WhiteLight tooth whitening system will basically be a shopping product that people

will buy less frequently at higher price and fewer purchase locations.

3.2 Features: Whitens in just 10 minutes!

Simple to use.

Easy to maintain .

3.3 Packaging:

Packaging involves designing and producing the container or wrapper for a product.

Traditionally the function of packaging is to hold and protect the product. But in recentdays it is recognized that packaging perform many sales task from attracting attention to

describing the product and to make it to sale.

For our new product we will do regular packaging, in this package we will keep the

WhiteLight - Tooth Whitening System independently. It will be packaged individually.


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Each package contents:

1 x White Light Tooth Whitening System

2 x tooth whitening gel

1 x tooth silicone set 2 x Lithium CR2025 Batteries 1 x "Secrets To A Beautiful Smile"-manual

Note: There are two different color gels but both are the same.

Packaging of WhiteLight - Tooth Whitening System will be done in such a way so that

we can draw the attention of people. The packaging will be done in such a way so it will

be differentiated from other type of products and can deliver the message very clearly. Itwill identify the brand and also convey some descriptive and persuasive information

about the product.

Initially we will do packaging in the upper mentioned manners, but depending on the

positive response in future we will plan to do packaging in other way, like-

We will try to offer the parts like formulated gel or whitener machine etc.

individually.

Figure: A sample of WhiteLight


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3.4 Level of product:

Five levels of WhiteLight - Tooth Whitening System will be-

Core Benefit of the Product: It is a teeth whitener that will help to keep the tooth

white.

Basic product: Basic product will be- the WhiteLight - Tooth Whitening

System its self and its logo.

Expected Product: Expected product will be - its solution to white the tooth

gently and attractive packaging, reasonable price etc.

Augmented Product: This whitener does white the tooth by using formulated

gel, which cannot do any other product in Bangladesh.

Potential product: If we will cut the price after having positive response, we give

extra amount etc.

Figure: Level of product


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3.5 BCG Growth Matrix Analysis:

As its a new product for Unilever, other products are popular and already achieve stars.Therefore comparatively we are hoping in the starting time we can gain Question marks

for WhiteLight. Though people are now more conscious about teeth; white teeth and

bright smile is part ones personality. So we are assuming people are more comfortable to

spend money on whitening teeth. When we will enter the growing market initially we

will be able to grab small amount of market share so we should apply Build Strategy by

injecting cash to increase market share and to make this product stars.

Relative Market Share

M a r

k e t G r o w

t h R a t e

Stars Question Marks

Cash Cows Dogs

Figure: Boston Consulting Group Approach

3.6 Segmentation process:

In our marketing plan as we are producing same product to all consume, which refers to

mass marketing means no segmentation by demographic, geographic, behavioral etc.

3.7 Target market selection process:

The target markets for our new product WhiteLight Tooth whitening system will be-

- Simply those people who have tooth.

- Mainly the urban area people, we will focus on the big cities of our country.

- People who want safe tooth whitener in an easy way.
http://images.google.com/imgres?imgurl=http://www.lagrangelibrary.org/lagrange/images/question_mark.png&imgrefurl=http://www.lagrangelibrary.org/lagrange/youthhomework.asp&usg=__sklB2RtKT6EoOpRWVJo6JTg69mU=&h=300&w=300&sz=33&hl=en&start=68&itbs=1&tbnid=XzlCl0B9hDTY5M:&tbnh=116&tbnw=116&prev=/images%3Fq%3Dquestion%2Bmarks%26start%3D54%26hl%3Den%26sa%3DN%26gbv%3D2%26ndsp%3D18%26tbs%3Disch:1


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- People who are not interested go to dentist for tooth whitening but feel

comfortable spending money on tooth whitener.

Though our product is totally new in Bangladesh not so much people are aware about the

product therefore primarily we are focusing urban area people of some big cities; so

single segment concentration is our selective pattern of target market selection for this

product.

Figure: Single segment concentration

3.8 Product Life Cycle Stage:

As we are making a marketing plan for WhiteLight - Tooth Whitening System, which is a

new product and not available in the market so its still in product development stage,

however we expect that when it will enter the market it will in introduction stage where

sales will low but a increasing rate, and our target is to go in maturity stage for higher sale and higher profit.


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Figure: Product life cycle stage

3.9 Product Development:

Initially now we are offering very basic facilities through our product but after several

years we are planning to develop our product in following sectors-

Different flavored formulated gel

Rechargeable whitening machine though its now powered by battery

3.10 Consumer Buying Behavior:

In this situation consumer buying behavior can be Habitual Buying Behavior because in

our country this product are not available from other brands therefore when they will

decide to buy this product they will have low involvement.

3.11 Steps in the Consumer Buying Behavior:

WhiteLight is really appropriate to those people who are very look conscious. Because of

their consciousness may be they will recognize their needs. By our marketing they can be

aware about the product and search more information from dentists and also by surfing

internet. If they are interested about our product consumer can buy the product from

some of our outlets. And we are hoping this product will satisfy their needs.

3.12 SWOT Analysis of the product:

Strenghts

Strong Brand Image

eServices and technology

Faster tooth whitener Easy to carry

Weaknesses

High Prices

Fewer purchase location


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Opportunities

Differnt color gel

Different flavore gel

Threats

Competitors can produce

Serving at lower price

Price of raw materials can go up

Chapter 4

Pricing Strategy:

4.1 Price setting:

Price is the amounts of money customers have to pay to obtain the product. Generally in

setting price companies follow the following steps:

As WhiteLight is a new product in our country so we will follow the followings:

Select the price objective

Determine demand

Estimate costs

Analyze competitor price mix

Select pricing method

Select final price


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Our price objective will be Maximize current profit and increase sell.

It will be inelastic demand. Because people who are look conscious will use

this product and actually price will not be an important matter to them. But

also as most of our country people are price sensitive so we will try to keep

lower and reasonable price.

Total costs will depend on the price of the ingredients, cost of producing the

product, costs of packaging, costs of promotion activities and the companys

fixed costs.

In Bangladesh no other company is selling this kind of tooth whitener, so we

have no local competitors.

After estimating costs we will add mark up value to get minimum profit.

Then we will set the final price. For the premium package we will add less

mark-up, as the gel and whitening machine will be packaged together.

4.2 Pricing Method:

As we mentioned that we will add mark-up value to determine the price by using mark-

up method so our aim will be to keep the price in between Tk.1500 to Tk2000. But the

exact amount will be set based on the upper mentioned factors.

4.3 Pricing Strategy:

Considering WhiteLight as a new product in our country and this is already popular in

other countries we will use Market Skimming pricing strategy. We hope that buyer

willing to pay our settled price.


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Chapter 5

Distribution or Location Strategy:

5.1 Distribution Process:

Unilever is doing this job quite efficiently for its existing products. For WhiteLight -

Tooth Whitening System, at first we will launch it in two big cities- Dhaka City and

Chittagong City. Depending on the positive response in future gradually we will extend

the market of this product in other divisions.

The distribution process of WhiteLight - Tooth Whitening System will be same as the

companys other products, which is as following-

Manufacturer:

Consumers

Retailers

Wholesalers

Manufacturer

The final consumers

The retail stores

Own distributors

Unilever itself


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We will produce this new product by our own and we will also make the formulated gel,

whitening machine of the dental floss by our own.

Wholesaler:

Unilever has its own distributors who will buy the wholesale amount and sell these to the

retailers.

Retailers:

Retailers will buy the products from distributors and sell these to the final consumers.

Consumers:

People can get it in superstores, big pharmacies etc. We will place this product mainly in

urban areas of Dhaka City and Chittagong City of Bangladesh with Unilevers

exceptionally good channel of distribution.

5.2 Level of Distribution Channel:

As Unilever have their own distributors who are working as wholesaler, and they are sell

the product to the retailers from them consumer buy the product. Therefore, we can say

two level of distribution channel is followed by the Unilever.

5.3Distribution or marketing Channel systems:

Unilever are using conventional distribution channel as this company consisting of

independent producer and one or more independent wholesalers and retailers and also

they have no negotiation method to resolve the problem; if any problem arise. They are

doing their individual work by their own.


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Chapter 6

Promotional Tools:

Promotion means activities that communicate the merits of the products and persuade

consumers to buy it. So our targeted audiences are mainly the potential user of our

product. Though we specially targeted urban people, our main promotional concern will

go on them. We will do different types of promotional activities to introduce and create

awareness about our WhiteLight to the people.

6.1 Advertising:

TV advertising : For this product we will provide the information in such a way that will

include that, Using whiting toothpaste is not always effective for everyone and visiting

to dentist for whiting is uncomfortable for some people and it takes a long time. But as

our WhiteLight Tooth whitener is very small and light product and easy to use for anyone at home, it will be able to whiten our teeth quickly and safely and as the gel is of

meant flavor, so it will also help us to have fresh breadth. So, we should use this Tooth

whitener.

In these advertisements we will use either people or animation or both of them together.

It will be decided according to the costs.

WE will also publish attractive, colorful and informative advertisements in radio,

newspapers, internet, magazines and on billboards in regular basis.

We can do sponsoring and event organizing and campaign as our promotional

activity.


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Testimonial advertising: It refers to use influential or believable people in advertising.

In this case we will deal with dentists, as they are most believable to the people in case of

the matters of teeth. We will make a deal with them and they will suggest people to use

our Tooth whitener. We will also give free samples to the dentists, so that they can use it

to their patients and they will also suggest our WhiteLight Tooth whitener in the

prescriptions of their patients.

6.2 Sales promotion: We will give free samples in dental clinic, educational institutions

like dental college, hospital and also in super stores. The quality of those free samples

will be smaller than the original one.

Depending on the costs and future positive response we will plan to make more varieties

of advertisements and will give attractive sales promotion to grab and retain morecustomers.

Communication Budget

Medium Cost in TK % of Total Cost

Television 5,233,000 22.90%

Newspaper 2,630,000 11.53%

Outdoor 4,870,000 21.32%

Radio 2,021,000 8.84%

Sponsoring & event organizing 5,830,000 25.52%

Additional Campaign Cost 2,260,000 9.89%

Grand Total 22,844,000 100%

6.3 Public Relation: To extend market or to introduce the product to people marketers need to create public

relationship.

Unilever always tries to create events and stories, which automatically come to press

attention public gets to know about their product. For our new product WhiteLight we

will try to do the following activities:


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We will arrange press conferences and will try to have renowned dentists in

those programs, so that the information and messages seems trustworthy to the people.

We will try to arrange seminars in schools, colleges, universities and medical

colleges about the usefulness and benefits of using WhiteLight. We think it will bring more

positive response because now a day young people are much

more concern about their look. In these seminars we will give free samples.

In future if possible we will also try to sponsor some events and show to attract more

customers and to capture strong places in the minds of the consumers.


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Chapter 7

Action Program:

Unilever Bangladesh Ltd has a very well-structured organization. Every department of it

does its job very efficiently. The marketing plan which we have made will be

implemented and accomplished by different departments. First of all the plan will have to

be approved by the top level executives. Only after the approval it can start its function.

The strategies regarding the product, its promotional activities, price setting all will be

done by the marketing department.

The job of designing the product, manufacturing and packaging will be accomplished bythe production department.

Finance department will be responsible for budgeting and financing the product.

Like other brands of the company, a brand manager will be assigned for WhiteLight -

Tooth Whitening System to administer overall activities of the product.


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Chapter 8

8.1 Problem Identification:

Unilever is a establisher organization in our country so it have not that much problems.However, WhiteLight is a new product in Bangladesh therefore it have some problems,

which are given below-

Higher Price

Lower purchase location

Not aware about the product

No segmentation

8.2 Recommendation and suggestion:

We have come up with some recommendation and suggestion that will help to develop

the product and make the product more competitive.

Our suggestions and recommendations are the following:

Unilever should take initiative to reduce the price. Because without upper class

people this products price is unaffordable for other classes people.

Unilever should increase their distribution in other cities as it only available in Dhaka

and Chittagong.

Unilever should make people aware by increasing their advertising, sales promotion

and public relation.

Unilever should segment their customer by producing different flavored gel like for

male- mint, vanilla and for female-chocolate, strawberry.


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Chapter 9

Budgeting:

This section will offer a financial overview of WhiteLight Tooth whitener as it relates

to the marketing activities. The tooth whitener will address break-even analysis, sales

forecasts, expense forecasts, and how they link to the marketing strategy.

Break even analysis:

Here we have tried to analyze several price figures to determine the price that best suits

our product and the company.

Break-even volume = fixed cost/ (price-variable cost)

= 800000/ (1800-1200)

= 3000 units

Price Break-evenvolume

Expectedsales units

Total revenue Total cost Profit

Tk.1500 6000 20,000 30000000 24800000 5200000Tk.1800 3000 18000 32400000 22400000 10000000Tk.2000 2250 13000 26000000 16400000 9600000

Assumptions :

Fixed cost = Tk.800000

Variable cost = Tk.1200 per unit

Per unit cost = Tk.1350

From here we see that, if we set the price at tk.2000, the monthly break even volume is

only 2250 units. But at tk.1800 the break even volume is 3000 units which is a bit high

but we are having highest profit 10000000tk. So we have decided to go for tk.1800 per

unit where the company will be able to gain 37.5 percent profit per unit. The break even

analysis is shown in the figure:


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Sales forecast:

WhiteLight feels that the sales forecast is conservative. It will steadily increase sales as

the advertising budget allows. As this WhiteLight will be available in both

pharmaceutical stores and super markets, so in the following table we can see its sales

forecast:

Sales 2010 2011 2012 2013 2014pharmaceutical

storesTk520000 Tk.857800 Tk.1052000 Tk.756050 Tk.912500

Super markets Tk.310000 Tk.502500 Tk.770000 Tk.592000 Tk.798520Total sales Tk.830000 Tk.1360300 Tk.1822000 Tk.1348050 Tk.1711020

Direct cost of sales

2010 2011 2012 2013 2014

pharmaceuticalstores

Tk.410000 Tk.786500 Tk.887300 Tk.689200 Tk.850200

Super markets Tk.260000 Tk.492200 Tk.716100 Tk.516050 Tk.706300Total Cost of

salesTk.670000 Tk.1278700 Tk.1603400 Tk.1205250 Tk.1556500


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At the beginning, WhiteLight will have slow sales as it will be launched first time in the

market. In the next year hopefully this product will have increased sales. When the sale

of the product starts to decline, proper promotional activities will be undertaken to push

up the sales.

0

200000

400000

600000

800000

1000000

1200000

PharmaceuticalSuper Market

Graph: Sales forecast of WhiteLight Tooth whitener

Marketing Expense Budget:

The expense forecast will be used as a tool to keep the department on target and provide

indicators when corrections and modifications are needed for the proper implementation

of the marketing task.

The marketing expense is high in the beginning of the product. As the product goestowards its maturity level, the expense starts to settle down a bit. Then again after the

maturity stage the marketing expense needs to increase as promotional activities are

increased for larger sale.


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Marketing expense budget 2010 2011 2012 2013 2014

Advertisements(newspaper & TV)

220000 186500 173200 158400 187900

Campaign Cost 50000 35000 21200 10200 28700

Sponsoring & eventorganizing

30000 50000 41200 32250 61200

Sales promotion 120000 90500 86520 53600 62510Total sales & marketing

expense420000 362000 322120 254450 340310

Percent of sales 50.6% 26.61% 17.67% 18.87% 21.86%

Sales vs. Expense:

0200000400000600000800000

100000012000001400000160000018000002000000

Sales

Expe

Graph: Sales vs. Expense of WhiteLight Tooth whitener


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Chapter 10

Contingency plan:

The job of monitoring performance comes after implementing the plan. It is important to

monitor whether the job is being performed as it is planned. If not then corrective

methods must be taken.

Difficulties and Risks:

Problems generating a sufficient customer base.

General public may not demand the product.

Worst Case Scenario:

Determining that the business cannot support itself on an ongoing basis.

Having to liquidate equipment to cover liabilities.


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References: http://www.uxsight.com/product/4634/fast-whiten-white-light-tooth-tooth-

whitening-system.html

http://www.provenmodels.com/16

http://www.10mintoothwhitening.com/

http://images.google.com/images?hl=en&q=product%20life%20cycle%20stages&um=1&ie=UTF-8&sa=N&tab=wi
http://www.uxsight.com/product/4634/fast-whiten-white-light-tooth-teeth-whitening-system.htmlhttp://www.uxsight.com/product/4634/fast-whiten-white-light-tooth-teeth-whitening-system.htmlhttp://www.uxsight.com/product/4634/fast-whiten-white-light-tooth-teeth-whitening-system.htmlhttp://www.provenmodels.com/16http://www.10minteethwhitening.com/http://images.google.com/images?hl=en&q=product%20life%20cycle%20stages&um=1&ie=UTF-8&sa=N&tab=wihttp://images.google.com/images?hl=en&q=product%20life%20cycle%20stages&um=1&ie=UTF-8&sa=N&tab=wihttp://www.uxsight.com/product/4634/fast-whiten-white-light-tooth-teeth-whitening-system.htmlhttp://www.uxsight.com/product/4634/fast-whiten-white-light-tooth-teeth-whitening-system.htmlhttp://www.provenmodels.com/16http://www.10minteethwhitening.com/http://images.google.com/images?hl=en&q=product%20life%20cycle%20stages&um=1&ie=UTF-8&sa=N&tab=wihttp://images.google.com/images?hl=en&q=product%20life%20cycle%20stages&um=1&ie=UTF-8&sa=N&tab=wi

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53673615 Marketing Plan Unilever

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