42
Chapter One Preface Page 1 of 42
Chapter One
Preface
11 Origin of the Report
Page 1 of 32
The purpose of this report is to compare the marketing mix used by one multinational company (Unilever) with
one local company (Kohinoor) in Bangladesh and try to match our theoretical knowledge with real life situation
We tried to find out the strategies which are implementing recently in Bangladeshi market
12 Overview of the Report
This report is all about collecting and cross checking the marketing mix used by a MNC and a
local company in Bangladesh on which we tried to discuss about the current situation
13 Objectives
This report is a scope to us with which we can relate our theoretical knowledge with our current
situation While we were attending lectures on ldquoMarketing Managementrdquo we had an opportunity
to match our theoretical knowledge with practical life knowledge which helps us to picture the
real picture beyond book
14 Scope
We were getting theoretical knowledge with real life examples in the classroom which was
really helpful and along with this opportunity we are lucky to find out some good information
on websites and from retail shops
15 Methodology
We tried to collect as much information as we can from retail shops websites regarding
Marketing mix used by two big companies of For this we only used both secondary and primary
data
Secondary data We collected information from different websites different reports and
even from google image which are our secondary data
Primary data To collect authentic information and to verify website data we physically
visit retail shops in Dhaka and Tangail which is our primary data We even talked one of the
employee of Kohinoor (Tibet snow) which is also our primary data
16 Limitations
Page 2 of 32
During doing this report we faced some difficulties Among them most important is equal
unavailability of information of these two companies And other limitations are given below
Short time span
Inconsistent information
Lack of experience
Page 3 of 32
Chapter Two
Company Overview
Page 4 of 32
21 Introduction
Marketing mix is a business tool and crucial when determining a product or brands offering
Normally marketing mix indicates 4prsquos which are Product Price Place Promotions Its very
important for any business to determine properly these 4prsquos In this term paper we will discuss
about these 4prsquos for Unileverrsquos Fair amp Lovely and Kohinoor Chemicalrsquos Tibet snow from
Bangladeshi perspective
In 1956 Kohinoor Chemical Company Limited (KCCL) was established in Bangladesh and marketing
their Tibet snow in Bangladesh Tibet snow is one of the leading brands of KCCL in Bangladesh since its
production It is one of the most demandable products in Bangladesh among all other local companies
They use Emolin in their snow for which this snow is usable throughout the year and it is a water based
product
Unilever is one of the largest and most used FMCG (Fast Moving Consumer Goods Company) in
Bangladesh It was established in 1964 with its soap factory in Chittagong Bangladesh Now it has 16
brands available in Bangladesh Among these brands Fair amp Lovely is one of the most popular and used
brand in Bangladesh Fair amp Lovely was developed in 1975 but launched in 1978 This Fair amp Lovely is
an oil based cream
Throughout this report we will discuss about the product price place promotion of Fair amp Lovely and
Tibet snow and finally we will try to give some recommendations
Emolin is a moisturizer which helps to create barrier on the surface of the skin to prevent water evaporating
Page 5 of 32
22 SWOT Analysis
SWOT Analysis of Tibet snow
Strengths
Strong brand image
Pioneer in manufacturing fairness products
Competitive price and commission
Product recognition already exists
Weaknesses
Packaging is not attractive
Less promotional activities
Lack of incentives and rewards for retailers
Opportunities
Expand market internationally
Can Increase the demand through most visible advertising
Product diversity
Threats
Strong competitors like-Unilever Keya
Less product diversity
Page 6 of 32
SWOT Analysis of Fair amp Lovely Snow
Strengths
Internationally recognized brand Good quality product Continuous innovation
Weaknesses
Cost Controversial Ad
Opportunities
Threats
Imported brands like lorie oly Herbal fairness products
Page 7 of 32
Chapter Three
Marketing Mix
Page 8 of 32
Page 9 of 32
Product
3111 Product Strategy of Fairamp Lovely
Unilever has a portfolio of about 400 brands globally However many of these are local that can
only be found in certain countries eg Fair amp Lovely In Bangladesh existing brands of
Unilever are categorized in different sections In the skin care section Fair amp Lovely is one of
the renowned brands of Unilever Bangladesh
3112 Product Profile
Fair amp Lovely is the first fairness cream in the world which was developed in 1975 It
understands that different people have different fairness needs based on age or skin type and
therefore offers expert fairness solutions relevant to different consumer needs For the fairness
solution it has four types of products for the female and one type of product for the male under
the brand name of Fair amp Lovely
Fair amp Lovely Multivitamin Cream
Page 10 of 32
Fair amp Lovely
Fair amp Lovely Multivitamin
Cream
Fair amp Lovely Ayurvedic Care
Cream
Fair amp Lovely Winter Fairness
Cream
Fair amp Lovely Anti-marks
Cream
Fair amp Lovely MAX Fairness
Cream
Fair amp Lovely Multivitamin offers superior fairness benefit of clear fairness with the Tri-Fair
Vitamin Complex In the year of 2012 it has launched new Fair and Lovely Advanced Multi
Vitamin Fairness Cream that equals the best professional beauty treatment such as antioxidant
laser vitamin mask face polish and face peel but without bleach or harmful chemicals that can
damage the skin
Fair amp Lovely Ayurvedic Care Cream
Fair amp Lovely Ayurvedic Fairness Cream brings in the fairness secrets of ancient Ayurveda that
provides Nourishment Protection and Purification It is enriched with the magical Ayurvedic
blend of Kumkumadi Oil ndash a mixture of 16 Ayurvedic ingredients which enhances complexion
and cures discoloration of skin
Fair amp Lovely Winter Fairness Cream
Fair amp Lovely Winter fairness is the fairness cream for the winter season It contains
Multivitamins and Active Moisturizers that offers fairness with benefits of cold cream
Fair amp Lovely Anti-marks Cream
Fair amp Lovely Anti-marks which contains proven Ayurvedic ingredients including Neem
Chandan Brahmi that creates a wonderful formulation for pimple spots helps to give a fair clear
and even-toned skinIt is targeted towards young teenage girls with a dominant fairness problem
of pimple marks
Fair amp Lovely MAX Fairness Cream
Fair amp Lovely MAX Fairness is the fairness cream for men It contains Vitamin Complex and
UV filters that work intensely on tough male skin and helps to provide visible fairness spot
reduction and Triple sunscreen UV protection
3113 Packaging amp Labeling
Page 11 of 32
Special Packaging is the part of product strategy A beautiful packaging can attract more
attention of the customers and also to maintain the quality a product needs good packaging Fair
and lovely packaging is very good and they use nice color in their packaging The overall
aesthetic components of the brand such as color shape text graphics etc are set appropriately to
achieve the marketing objectives for the brand The vivid core color combination of white and
pink makes the packaging of the product attractive which helps it to achieve the objective of
identifying the brand by the people Moreover the pink color is feminine And also for the
fairness cream of men they use the dark color in the packaging By following the BSTI
ordinance 2000 the packaging and labeling of the fair amp lovely contains information such as
Brand Name Generic name Composition Ingredients Name of the manufacturer Full
Mailing Address of the original manufacturer Full Mailing Address of the distributor
Manufacturing date Expiry date Batch No Lot No Manufacturing License No Marketing
License No Maximum Retail Price Packaging quantity (Net Weight Volume) Direction for
use Importance Utility Standard Mark with BSTI symbol and Storage condition Cautions
3114 Levels of Products of Fair amp Lovely
Core Benefit Beautificationamp skin
Actual product Different types of fairness cream products of Fair amp Lovely brand and also the
packaging
Page 12 of 32
Expected product Good quality Fairness and Cleanliness etc
Augmented product Unique features such as best professional beauty treatment components
Ayurvedic ingredients etc
Potential product more fairness solutions with new ingredients
3121 Product Strategy of Tibet Snow
Kohinoor Chemical Co (BD) Ltd is the pioneer in manufacturing cosmetics toiletries soap and
perfume since 1956 Tibet Snow is one of the leading brands of KCCL which was launched as a
skin care cream in 1956
3122 Product Profile
Tibet Snow is an ideal all weather skin care cream for delicate skin Tibet Snow a mild skin care
cream is made from BP grade ingredients added with moisturizer emollient amp sufficient skin
nutrients It beautifies the skin through cleansing the skin naturally and leaves it soothing soft
and bright Tibet Snow is a pure preventive against roughness chapping and redness of the skin
caused due to heat or cold It is also an ideal skin cleanser after shave cream and make-up base
for beautification
3123 Packaging amp Labeling
Tibet Snow has 3 SKU (Store keeping Unit) for different customer segments Out of 3 SKU the
most popular SKU is Tibet Snow (Bottle)-50 gm The others SKU are the Tibet Snow (Tube)-
50gm and Tiber Snow (Tube)-25 gm It has the old-fashioned packaging designed by a
gentleman called Noor Ahmed in 1953 and titled Face and Hill The product has the green and
blue packaging with the picture of a young woman on the glass bottle that relates to its target
market The product has the blurb on the packaging ldquoan ideal after shaving and a perfect powder
baserdquo It has been observed that many of the important packaging information are properly
described on the labels carton and container
Page 13 of 32
3124 Levels of Products of Tibet Snow
Core Benefit Beautification amp skin care
Actual product Tibet snow and the packaging
Expected product Good quality Fairness and Cleanliness etc
Augmented product Unique features such as best professional beauty treatment components
Ayurvedic ingredients etc
Potential product more fairness solutions with new ingredients
Page 14 of 32
Page 15 of 32
Price
All of the four Prsquos are important for any business but among them pricing has a different value to the company Because among 4 Prsquos this is the only P which brings money back others are expenses for a company But they play very important rule to bring money back So it is very important for a company to fix proper price for their products or services If not the product may be devalued or be overvalued which will lead the company a serious loss or prevents them from having more profits
Fair amp Lovely As Fair amp Lovely is a product of Unilever which has a high brand value we think they use ldquo rdquo method for their product
Tibet Snow
321 Product price
Unilever ndash
Brand Product Name Size Price
Unilever
Fair amp Lovely 95Fair amp Lovely anti marks 50
MultivitaminBig 90Small 50
Max fairnessBig 95Small 55
White beauty Big 450
Page 16 of 32
Medium 250Small 165
Age miracleBig 1150Small 450
Kohinoor
Kohinoor Tibet snow 50
Company deliver goods by their delivery van to the retailer at Dhaka city and retailer get (9-11) commission beyond other facilities
Page 17 of 32
Place
3311 Unilever Distribution
Fair amp Lovely follows the distribution channel of Unilever Bangladesh Unilever has divided the whole of Bangladesh into five regions based on geography and sales volume The regions are
Central Metro Region (Dhaka Metro City) Central Outer Region (rest of Dhaka Division) Eastern Region (Chittagong and Sylhet division) Northern Region (Rajshahi Division) Southern Region (Khulna and Barisal Division)
Unilever has many distribution centers on regions with two or more areas headed by the area manager who reports to the regional manager Each area with more than one territories headed by the territory manager There are also sales supervisors distributorrsquos sales representatives cashiers and deliverymen
Unilever Bangladesh Limited reaches all sorts of markets on at least twice a week basis and tries to deliver products directly They serve markets in urban areas Sub-urban areas (small towns) and rural markets The types of outlets that are covered directly are
Grocer stores Wholesalers
Page 18 of 32
General stores Cosmetic stores Self Service Stores
There are retailers selling Unilever products but not served directly especially small retailers in the deep rural areas like Chittagong hill tracks are served by the wholesalers The wholesalers have special consideration and get importance from the company as the company does special trade promotional activities specially or the wholesalers
So the distribution channel looks like-
Figure Channel structure of UBL
3312 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors wholesaler and retailers on this diagram
3313 Three types of channels
There are 700000 outlets which were grouped into 27 different channels Among these 27 different channels 9 have been formalized for development These channels consist of both urban and rural areas
3314 Priority channel
Priority channels are existing traditional channels running countrywide This channel consists of urban and rural areas The priority channel is categorized into six different store formats They are
1048766 Urban General Store (UGS) Urban general store are stores located in urban residential or market areas They are permanent in nature They usually sell HPC items with other essential items
Page 19 of 32
1048766 Urban Neighborhood Grocer (UNG) These are normally located in urban residential area They are also permanent in structure sells non branded food items with a little range of HPC product They are more like the convenience store
1048766 Urban Wet Market Grocer (UWMG) It is located in wet market areas They usually stand in clusters These stores are structured in permanent way There is no counter in the store the shopkeeper usually operates it from the godi This channel basically sells non branded commodity and grocery items and HPC items
1048766 Urban HPC tong These are temporary structured stores which sells tea and bakery items People normally come here to have tea and social gathering It is found in both residential and commercial area The structure of these channels is temporary This channel basically sells non branded commodity and food items and few HPC items
1048766 Rural Neighborhood Grocer (RNG) This is located in rural residential areas where people come for top-up purchase The store basically made of tin or wooden structure Normally one person handles the store but assistantsrsquo can be seen sometimes
1048766 Rural Wet Market Grocer (RWMG) These stores are located in rural hat and wet market area It is generally found in clusters The Channel basically sells grocery dairy and HPC items Mid to lower income shoppers are the main customers of this channel
3315 Emerging channel
The emerging channels are channels identified with unique characteristics which cannot be categorize in priority channel They are different in terms of structure shopper and product category Three types of channels have been identified under this category They are described below
1048766 Shopping complex Shopping complex is located in urban areas generally on the roadside of prominent roads Outlets are permanent in structure found in clusters generally under one roof or similar demarcation Basically sell all sorts of fashion and HPC items There are 23400 stores under shopping complex running countrywide
1048766 Self Service Store These stores are starting to emerge from 1999 It started with very few in numbers and now increased up to 62 These stores are permanent in structure have significantly large space where all sorts of products are assorted under one roof Both male and female from mid to higher income groups shop from here These stores sell all kind of products
1048766 Rural cosmetic store Rural cosmetic stores are located in rural market area especially on the roadside This emerging channel has some significance because of its increasing demands The structure and decoration of the store are quite developed for the rural area These stores dominated by female shoppers because it sells personal products As said earlier channels are created to focus on different categories of products different set of needs of buyers and to ease the marketing strategy taken by the company Based on the channels Unilever decides what type of aid to provide to which category they also take
Page 20 of 32
effective measures to ensure the SKU level in each channel To increase the sales and to gain major market share Unilever has taken different measures to enhance the channels in so many different ways
3321 Tibet Snow
Sets of interdependent organizations involved in the process of making a product or service available for consumptions are called Marketing Channels It is very important for a company to determine the right channel for their product If not retailer may refuse to cooperative properly or consumer may not feel good at the time of purchasing the product or services
Now we will talk about the distribution channel of Tibet snow-
The channel Kohinoor uses Tibet snow is exactly the same as other FMCG products they have So we will discuss the distribution channel of Kohinoor to understand the distribution channel of Tibet snow
Kohinoor has five distribution channel called ldquoDipordquo throughout the country and these are-
Chittagong
Barisal
Khulna
Bogura
Dhaka
Apart from these they have so many distribution centers all over the country At these divisions or subdivisions they have Sales team Sales representatives Territory Sales Manager Assistant Territory Sales Managers DSO and RM who works for the distribution channel and owned and assigned by the company So the distribution channel looks like-
Page 21 of 32
They use their sales Representatives to collects orders from their retailors and then give the ordering list to the distributors These Sales representatives are the company people And when the distributors get the order they deliver the product to the consumer through their delivery people and these are not company owned employee
3322 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors and retailers are intermediaries on this diagram
3323 Push Strategy
As we all know push strategy means using the manufacturerrsquos sales force trade promotion or other means to induce intermediaries to carry promote and sell the product and after analyzing the strategy of Tibet I found they are using push strategy for their product Because-
They are using own Sales people for taking order
They are giving incentives to the retailers and distributors
Less mass media promotional activities
Page 22 of 32
Manufacturer
Distributors
Retailors
Consumers
Page 23 of 32
PromotionPage 24 of 32
Promotion is a marketing act with the intention of encouraging the sale of a good or service to
their target market For example product promotion performed by a typical business might take
the form of advertising the product in question via print or Internet ads direct mail or e-
mail letters and personal sales calls TV and radio ads billboards posters and flyers
341 Promotion of Fair amp lovely
Communication mix
Marketers try to position products as appropriate for group
activities Fair and lovelies advertisement provides
information to influence typically show members of a
group using product The message generally unstained is
that lsquoThis people was dark they use the product and
become brightrsquo So they try to communicate their targeted
market by using example Day by day they pick up the
reality in the society and use as examples which help to
sticks their target market So to promote their product as well as sales fair and lovely uses all the
media by which it can communicate the target market
3411 Advertising
Page 25 of 32
First if we think about Television media fair and lovely regularly introduce new advertisements
with new concepts As their target market love to follow models so they use beautiful models
and create a sense that if you use the product you will be like the model This is so influential to
their target market Fair lovely has placed TV added quite frequently during the change of their
product line Now came to the newspaper fair and lovely introduce their product and its positive
effect there and communicate their consumer They use the most noticeable place in newspaper
which highly attracts young generation and beauty conscious people But they donrsquot do it
frequently Fair and lovely is giving their advertisement effectively to some magazines In
magazines the usual place of fair and lovely in the front page and news Paper it shown in the
middle
There are also some billboards that are shown in the different areas of Dhaka city and some
high ways to reminder the consumer about the product and itrsquos effective because big in size
colorful and people canrsquot avoid it
3412 Sales promotion
Fair and lovely introduce a meter for measuring the fairness after using their product They also
provide a condition that it needs to use twice a day for observing the effect So consumer need to
use the product more which helps to increase in sales
Other tactics like ldquo20 extra More value for same costrdquo has worked wonderfully well On the
other hand Fair and lovely do some sponsorship especially where they have their targeted
market By the sponsorship fair and lovely provide knowledge about product which helps to
increase their sales
Page 26 of 32
3413 Product Promotion
Continuous innovation helps to attract the market and enlarge the market So fair and lovely
continuously introduce new product which makes them the market leader in Bangladesh There
promotional product like
Fair amp Lovely ndash Anti Marks for Blemish-less Fair
Skin
Fair amp Lovely ndash Ayurvedic Balance
Fair amp Lovely ndash Multi Vitamin for Clear Fair Skin
Fair amp Lovely ndash Max Fairness for Men
They also make some change in packaging and
labeling for the promoting product
3414 Brand Promotion
Page 27 of 32
Fair and lovely promote their brand by changing their product quality packaging and logo which
creates more attraction towards its targeted markets
342 Promotion of Tibet snow
Communication mix
Kohinoor Chemical targeted rural people as well as urban
people So the marketers of Tibet Snow positioned it as an
affordable cream that keeps skin fresh and young for a long
time They make a commitment that by using Tibet snow
consumer is able to keeps their skin fresh and young in
every season over the year
3421 Advertising
Kohinoor is giving less emphasis on Tibet Snow in terms of
television media for promoting their products because
they are now concentrating more on their other
products like- am pm toothpaste Sandalina soap But
Page 28 of 32
still they have limited number of advertisement telecasted in a limited time Beside this they are
using Fm radio as a media to promote Tibet snow They also provide some advertisement in the
newspaper and provide some posters in the bill boards but till in a very limited number They
also use bill board for advertisement
3422 Public Relation
Tibet Snow has good relationship with their agents and partners which also helped to develop
their public relation In a word they have positive public relationship
3423 Personal sales
Tibet snow uses distribution channel for distributing their products so right now they donrsquot have
any personal selling
3424 Sales promotion
Tibet snow like B2B more than the B2C So to promote the sales Tibet snow makes an offering
for retailers The offer is like if a retailer buy one dozen or 12 pcs then they will provide one pc
Tibet snow free By this offer they raise the interest of distributers and sales more They also
have offers for their distributors They usually give 3 sales commission but there are certain
cases where they gave 1 extra commission For example if the distributor need more
transportation cost due to the remote area then they will get this 1 extra commission
Page 29 of 32
Chapter Four
Conclusion
Page 30 of 32
Conclusion
In terms of marketing mix Fair amp Lovely is doing quiet good but Tibet is not up to the mark
After analyzing the current situation of these two brand in Bangladesh it is clear that Fair amp
Lovely is doing all possible innovations diversifications and brand building activities where
Tibet is not bringing any kind of product diversifications innovations even they are not updating
their packaging and proper communications But even then Tibet has good sales and it has good
demand in the market since the beginning On the other hand after doing all sorts of marketing
mix properly Fair amp Lovely also have good sales and they are the market leader in Bangladeshi
fairness market So to increase their market share Tibet has to increase more communications try
Page 31 of 32
to do more brand building activities where as Fair amp Lovely just have continue this scale of
activities very carefully and has to keep very sharp eyes into the PR activities
References
Websiteso httpwwwbangladeshdircomwebscatalogunilever_bangladeshhtml
o httpwwwunilevercombdaboutusintroductiontounileverbangladesh
ourhistoryo httpwwwslidesharenetspvnfairamplovelyfair-amp-lovely-fairness-cream-a-
crisis-for-unilever-bangladesho httpenwikipediaorgwikiMarketing_mix
o Hossain Mohammad Jakir Executive Kohinoor Chemical Company Limited
Page 32 of 32
The purpose of this report is to compare the marketing mix used by one multinational company (Unilever) with
one local company (Kohinoor) in Bangladesh and try to match our theoretical knowledge with real life situation
We tried to find out the strategies which are implementing recently in Bangladeshi market
12 Overview of the Report
This report is all about collecting and cross checking the marketing mix used by a MNC and a
local company in Bangladesh on which we tried to discuss about the current situation
13 Objectives
This report is a scope to us with which we can relate our theoretical knowledge with our current
situation While we were attending lectures on ldquoMarketing Managementrdquo we had an opportunity
to match our theoretical knowledge with practical life knowledge which helps us to picture the
real picture beyond book
14 Scope
We were getting theoretical knowledge with real life examples in the classroom which was
really helpful and along with this opportunity we are lucky to find out some good information
on websites and from retail shops
15 Methodology
We tried to collect as much information as we can from retail shops websites regarding
Marketing mix used by two big companies of For this we only used both secondary and primary
data
Secondary data We collected information from different websites different reports and
even from google image which are our secondary data
Primary data To collect authentic information and to verify website data we physically
visit retail shops in Dhaka and Tangail which is our primary data We even talked one of the
employee of Kohinoor (Tibet snow) which is also our primary data
16 Limitations
Page 2 of 32
During doing this report we faced some difficulties Among them most important is equal
unavailability of information of these two companies And other limitations are given below
Short time span
Inconsistent information
Lack of experience
Page 3 of 32
Chapter Two
Company Overview
Page 4 of 32
21 Introduction
Marketing mix is a business tool and crucial when determining a product or brands offering
Normally marketing mix indicates 4prsquos which are Product Price Place Promotions Its very
important for any business to determine properly these 4prsquos In this term paper we will discuss
about these 4prsquos for Unileverrsquos Fair amp Lovely and Kohinoor Chemicalrsquos Tibet snow from
Bangladeshi perspective
In 1956 Kohinoor Chemical Company Limited (KCCL) was established in Bangladesh and marketing
their Tibet snow in Bangladesh Tibet snow is one of the leading brands of KCCL in Bangladesh since its
production It is one of the most demandable products in Bangladesh among all other local companies
They use Emolin in their snow for which this snow is usable throughout the year and it is a water based
product
Unilever is one of the largest and most used FMCG (Fast Moving Consumer Goods Company) in
Bangladesh It was established in 1964 with its soap factory in Chittagong Bangladesh Now it has 16
brands available in Bangladesh Among these brands Fair amp Lovely is one of the most popular and used
brand in Bangladesh Fair amp Lovely was developed in 1975 but launched in 1978 This Fair amp Lovely is
an oil based cream
Throughout this report we will discuss about the product price place promotion of Fair amp Lovely and
Tibet snow and finally we will try to give some recommendations
Emolin is a moisturizer which helps to create barrier on the surface of the skin to prevent water evaporating
Page 5 of 32
22 SWOT Analysis
SWOT Analysis of Tibet snow
Strengths
Strong brand image
Pioneer in manufacturing fairness products
Competitive price and commission
Product recognition already exists
Weaknesses
Packaging is not attractive
Less promotional activities
Lack of incentives and rewards for retailers
Opportunities
Expand market internationally
Can Increase the demand through most visible advertising
Product diversity
Threats
Strong competitors like-Unilever Keya
Less product diversity
Page 6 of 32
SWOT Analysis of Fair amp Lovely Snow
Strengths
Internationally recognized brand Good quality product Continuous innovation
Weaknesses
Cost Controversial Ad
Opportunities
Threats
Imported brands like lorie oly Herbal fairness products
Page 7 of 32
Chapter Three
Marketing Mix
Page 8 of 32
Page 9 of 32
Product
3111 Product Strategy of Fairamp Lovely
Unilever has a portfolio of about 400 brands globally However many of these are local that can
only be found in certain countries eg Fair amp Lovely In Bangladesh existing brands of
Unilever are categorized in different sections In the skin care section Fair amp Lovely is one of
the renowned brands of Unilever Bangladesh
3112 Product Profile
Fair amp Lovely is the first fairness cream in the world which was developed in 1975 It
understands that different people have different fairness needs based on age or skin type and
therefore offers expert fairness solutions relevant to different consumer needs For the fairness
solution it has four types of products for the female and one type of product for the male under
the brand name of Fair amp Lovely
Fair amp Lovely Multivitamin Cream
Page 10 of 32
Fair amp Lovely
Fair amp Lovely Multivitamin
Cream
Fair amp Lovely Ayurvedic Care
Cream
Fair amp Lovely Winter Fairness
Cream
Fair amp Lovely Anti-marks
Cream
Fair amp Lovely MAX Fairness
Cream
Fair amp Lovely Multivitamin offers superior fairness benefit of clear fairness with the Tri-Fair
Vitamin Complex In the year of 2012 it has launched new Fair and Lovely Advanced Multi
Vitamin Fairness Cream that equals the best professional beauty treatment such as antioxidant
laser vitamin mask face polish and face peel but without bleach or harmful chemicals that can
damage the skin
Fair amp Lovely Ayurvedic Care Cream
Fair amp Lovely Ayurvedic Fairness Cream brings in the fairness secrets of ancient Ayurveda that
provides Nourishment Protection and Purification It is enriched with the magical Ayurvedic
blend of Kumkumadi Oil ndash a mixture of 16 Ayurvedic ingredients which enhances complexion
and cures discoloration of skin
Fair amp Lovely Winter Fairness Cream
Fair amp Lovely Winter fairness is the fairness cream for the winter season It contains
Multivitamins and Active Moisturizers that offers fairness with benefits of cold cream
Fair amp Lovely Anti-marks Cream
Fair amp Lovely Anti-marks which contains proven Ayurvedic ingredients including Neem
Chandan Brahmi that creates a wonderful formulation for pimple spots helps to give a fair clear
and even-toned skinIt is targeted towards young teenage girls with a dominant fairness problem
of pimple marks
Fair amp Lovely MAX Fairness Cream
Fair amp Lovely MAX Fairness is the fairness cream for men It contains Vitamin Complex and
UV filters that work intensely on tough male skin and helps to provide visible fairness spot
reduction and Triple sunscreen UV protection
3113 Packaging amp Labeling
Page 11 of 32
Special Packaging is the part of product strategy A beautiful packaging can attract more
attention of the customers and also to maintain the quality a product needs good packaging Fair
and lovely packaging is very good and they use nice color in their packaging The overall
aesthetic components of the brand such as color shape text graphics etc are set appropriately to
achieve the marketing objectives for the brand The vivid core color combination of white and
pink makes the packaging of the product attractive which helps it to achieve the objective of
identifying the brand by the people Moreover the pink color is feminine And also for the
fairness cream of men they use the dark color in the packaging By following the BSTI
ordinance 2000 the packaging and labeling of the fair amp lovely contains information such as
Brand Name Generic name Composition Ingredients Name of the manufacturer Full
Mailing Address of the original manufacturer Full Mailing Address of the distributor
Manufacturing date Expiry date Batch No Lot No Manufacturing License No Marketing
License No Maximum Retail Price Packaging quantity (Net Weight Volume) Direction for
use Importance Utility Standard Mark with BSTI symbol and Storage condition Cautions
3114 Levels of Products of Fair amp Lovely
Core Benefit Beautificationamp skin
Actual product Different types of fairness cream products of Fair amp Lovely brand and also the
packaging
Page 12 of 32
Expected product Good quality Fairness and Cleanliness etc
Augmented product Unique features such as best professional beauty treatment components
Ayurvedic ingredients etc
Potential product more fairness solutions with new ingredients
3121 Product Strategy of Tibet Snow
Kohinoor Chemical Co (BD) Ltd is the pioneer in manufacturing cosmetics toiletries soap and
perfume since 1956 Tibet Snow is one of the leading brands of KCCL which was launched as a
skin care cream in 1956
3122 Product Profile
Tibet Snow is an ideal all weather skin care cream for delicate skin Tibet Snow a mild skin care
cream is made from BP grade ingredients added with moisturizer emollient amp sufficient skin
nutrients It beautifies the skin through cleansing the skin naturally and leaves it soothing soft
and bright Tibet Snow is a pure preventive against roughness chapping and redness of the skin
caused due to heat or cold It is also an ideal skin cleanser after shave cream and make-up base
for beautification
3123 Packaging amp Labeling
Tibet Snow has 3 SKU (Store keeping Unit) for different customer segments Out of 3 SKU the
most popular SKU is Tibet Snow (Bottle)-50 gm The others SKU are the Tibet Snow (Tube)-
50gm and Tiber Snow (Tube)-25 gm It has the old-fashioned packaging designed by a
gentleman called Noor Ahmed in 1953 and titled Face and Hill The product has the green and
blue packaging with the picture of a young woman on the glass bottle that relates to its target
market The product has the blurb on the packaging ldquoan ideal after shaving and a perfect powder
baserdquo It has been observed that many of the important packaging information are properly
described on the labels carton and container
Page 13 of 32
3124 Levels of Products of Tibet Snow
Core Benefit Beautification amp skin care
Actual product Tibet snow and the packaging
Expected product Good quality Fairness and Cleanliness etc
Augmented product Unique features such as best professional beauty treatment components
Ayurvedic ingredients etc
Potential product more fairness solutions with new ingredients
Page 14 of 32
Page 15 of 32
Price
All of the four Prsquos are important for any business but among them pricing has a different value to the company Because among 4 Prsquos this is the only P which brings money back others are expenses for a company But they play very important rule to bring money back So it is very important for a company to fix proper price for their products or services If not the product may be devalued or be overvalued which will lead the company a serious loss or prevents them from having more profits
Fair amp Lovely As Fair amp Lovely is a product of Unilever which has a high brand value we think they use ldquo rdquo method for their product
Tibet Snow
321 Product price
Unilever ndash
Brand Product Name Size Price
Unilever
Fair amp Lovely 95Fair amp Lovely anti marks 50
MultivitaminBig 90Small 50
Max fairnessBig 95Small 55
White beauty Big 450
Page 16 of 32
Medium 250Small 165
Age miracleBig 1150Small 450
Kohinoor
Kohinoor Tibet snow 50
Company deliver goods by their delivery van to the retailer at Dhaka city and retailer get (9-11) commission beyond other facilities
Page 17 of 32
Place
3311 Unilever Distribution
Fair amp Lovely follows the distribution channel of Unilever Bangladesh Unilever has divided the whole of Bangladesh into five regions based on geography and sales volume The regions are
Central Metro Region (Dhaka Metro City) Central Outer Region (rest of Dhaka Division) Eastern Region (Chittagong and Sylhet division) Northern Region (Rajshahi Division) Southern Region (Khulna and Barisal Division)
Unilever has many distribution centers on regions with two or more areas headed by the area manager who reports to the regional manager Each area with more than one territories headed by the territory manager There are also sales supervisors distributorrsquos sales representatives cashiers and deliverymen
Unilever Bangladesh Limited reaches all sorts of markets on at least twice a week basis and tries to deliver products directly They serve markets in urban areas Sub-urban areas (small towns) and rural markets The types of outlets that are covered directly are
Grocer stores Wholesalers
Page 18 of 32
General stores Cosmetic stores Self Service Stores
There are retailers selling Unilever products but not served directly especially small retailers in the deep rural areas like Chittagong hill tracks are served by the wholesalers The wholesalers have special consideration and get importance from the company as the company does special trade promotional activities specially or the wholesalers
So the distribution channel looks like-
Figure Channel structure of UBL
3312 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors wholesaler and retailers on this diagram
3313 Three types of channels
There are 700000 outlets which were grouped into 27 different channels Among these 27 different channels 9 have been formalized for development These channels consist of both urban and rural areas
3314 Priority channel
Priority channels are existing traditional channels running countrywide This channel consists of urban and rural areas The priority channel is categorized into six different store formats They are
1048766 Urban General Store (UGS) Urban general store are stores located in urban residential or market areas They are permanent in nature They usually sell HPC items with other essential items
Page 19 of 32
1048766 Urban Neighborhood Grocer (UNG) These are normally located in urban residential area They are also permanent in structure sells non branded food items with a little range of HPC product They are more like the convenience store
1048766 Urban Wet Market Grocer (UWMG) It is located in wet market areas They usually stand in clusters These stores are structured in permanent way There is no counter in the store the shopkeeper usually operates it from the godi This channel basically sells non branded commodity and grocery items and HPC items
1048766 Urban HPC tong These are temporary structured stores which sells tea and bakery items People normally come here to have tea and social gathering It is found in both residential and commercial area The structure of these channels is temporary This channel basically sells non branded commodity and food items and few HPC items
1048766 Rural Neighborhood Grocer (RNG) This is located in rural residential areas where people come for top-up purchase The store basically made of tin or wooden structure Normally one person handles the store but assistantsrsquo can be seen sometimes
1048766 Rural Wet Market Grocer (RWMG) These stores are located in rural hat and wet market area It is generally found in clusters The Channel basically sells grocery dairy and HPC items Mid to lower income shoppers are the main customers of this channel
3315 Emerging channel
The emerging channels are channels identified with unique characteristics which cannot be categorize in priority channel They are different in terms of structure shopper and product category Three types of channels have been identified under this category They are described below
1048766 Shopping complex Shopping complex is located in urban areas generally on the roadside of prominent roads Outlets are permanent in structure found in clusters generally under one roof or similar demarcation Basically sell all sorts of fashion and HPC items There are 23400 stores under shopping complex running countrywide
1048766 Self Service Store These stores are starting to emerge from 1999 It started with very few in numbers and now increased up to 62 These stores are permanent in structure have significantly large space where all sorts of products are assorted under one roof Both male and female from mid to higher income groups shop from here These stores sell all kind of products
1048766 Rural cosmetic store Rural cosmetic stores are located in rural market area especially on the roadside This emerging channel has some significance because of its increasing demands The structure and decoration of the store are quite developed for the rural area These stores dominated by female shoppers because it sells personal products As said earlier channels are created to focus on different categories of products different set of needs of buyers and to ease the marketing strategy taken by the company Based on the channels Unilever decides what type of aid to provide to which category they also take
Page 20 of 32
effective measures to ensure the SKU level in each channel To increase the sales and to gain major market share Unilever has taken different measures to enhance the channels in so many different ways
3321 Tibet Snow
Sets of interdependent organizations involved in the process of making a product or service available for consumptions are called Marketing Channels It is very important for a company to determine the right channel for their product If not retailer may refuse to cooperative properly or consumer may not feel good at the time of purchasing the product or services
Now we will talk about the distribution channel of Tibet snow-
The channel Kohinoor uses Tibet snow is exactly the same as other FMCG products they have So we will discuss the distribution channel of Kohinoor to understand the distribution channel of Tibet snow
Kohinoor has five distribution channel called ldquoDipordquo throughout the country and these are-
Chittagong
Barisal
Khulna
Bogura
Dhaka
Apart from these they have so many distribution centers all over the country At these divisions or subdivisions they have Sales team Sales representatives Territory Sales Manager Assistant Territory Sales Managers DSO and RM who works for the distribution channel and owned and assigned by the company So the distribution channel looks like-
Page 21 of 32
They use their sales Representatives to collects orders from their retailors and then give the ordering list to the distributors These Sales representatives are the company people And when the distributors get the order they deliver the product to the consumer through their delivery people and these are not company owned employee
3322 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors and retailers are intermediaries on this diagram
3323 Push Strategy
As we all know push strategy means using the manufacturerrsquos sales force trade promotion or other means to induce intermediaries to carry promote and sell the product and after analyzing the strategy of Tibet I found they are using push strategy for their product Because-
They are using own Sales people for taking order
They are giving incentives to the retailers and distributors
Less mass media promotional activities
Page 22 of 32
Manufacturer
Distributors
Retailors
Consumers
Page 23 of 32
PromotionPage 24 of 32
Promotion is a marketing act with the intention of encouraging the sale of a good or service to
their target market For example product promotion performed by a typical business might take
the form of advertising the product in question via print or Internet ads direct mail or e-
mail letters and personal sales calls TV and radio ads billboards posters and flyers
341 Promotion of Fair amp lovely
Communication mix
Marketers try to position products as appropriate for group
activities Fair and lovelies advertisement provides
information to influence typically show members of a
group using product The message generally unstained is
that lsquoThis people was dark they use the product and
become brightrsquo So they try to communicate their targeted
market by using example Day by day they pick up the
reality in the society and use as examples which help to
sticks their target market So to promote their product as well as sales fair and lovely uses all the
media by which it can communicate the target market
3411 Advertising
Page 25 of 32
First if we think about Television media fair and lovely regularly introduce new advertisements
with new concepts As their target market love to follow models so they use beautiful models
and create a sense that if you use the product you will be like the model This is so influential to
their target market Fair lovely has placed TV added quite frequently during the change of their
product line Now came to the newspaper fair and lovely introduce their product and its positive
effect there and communicate their consumer They use the most noticeable place in newspaper
which highly attracts young generation and beauty conscious people But they donrsquot do it
frequently Fair and lovely is giving their advertisement effectively to some magazines In
magazines the usual place of fair and lovely in the front page and news Paper it shown in the
middle
There are also some billboards that are shown in the different areas of Dhaka city and some
high ways to reminder the consumer about the product and itrsquos effective because big in size
colorful and people canrsquot avoid it
3412 Sales promotion
Fair and lovely introduce a meter for measuring the fairness after using their product They also
provide a condition that it needs to use twice a day for observing the effect So consumer need to
use the product more which helps to increase in sales
Other tactics like ldquo20 extra More value for same costrdquo has worked wonderfully well On the
other hand Fair and lovely do some sponsorship especially where they have their targeted
market By the sponsorship fair and lovely provide knowledge about product which helps to
increase their sales
Page 26 of 32
3413 Product Promotion
Continuous innovation helps to attract the market and enlarge the market So fair and lovely
continuously introduce new product which makes them the market leader in Bangladesh There
promotional product like
Fair amp Lovely ndash Anti Marks for Blemish-less Fair
Skin
Fair amp Lovely ndash Ayurvedic Balance
Fair amp Lovely ndash Multi Vitamin for Clear Fair Skin
Fair amp Lovely ndash Max Fairness for Men
They also make some change in packaging and
labeling for the promoting product
3414 Brand Promotion
Page 27 of 32
Fair and lovely promote their brand by changing their product quality packaging and logo which
creates more attraction towards its targeted markets
342 Promotion of Tibet snow
Communication mix
Kohinoor Chemical targeted rural people as well as urban
people So the marketers of Tibet Snow positioned it as an
affordable cream that keeps skin fresh and young for a long
time They make a commitment that by using Tibet snow
consumer is able to keeps their skin fresh and young in
every season over the year
3421 Advertising
Kohinoor is giving less emphasis on Tibet Snow in terms of
television media for promoting their products because
they are now concentrating more on their other
products like- am pm toothpaste Sandalina soap But
Page 28 of 32
still they have limited number of advertisement telecasted in a limited time Beside this they are
using Fm radio as a media to promote Tibet snow They also provide some advertisement in the
newspaper and provide some posters in the bill boards but till in a very limited number They
also use bill board for advertisement
3422 Public Relation
Tibet Snow has good relationship with their agents and partners which also helped to develop
their public relation In a word they have positive public relationship
3423 Personal sales
Tibet snow uses distribution channel for distributing their products so right now they donrsquot have
any personal selling
3424 Sales promotion
Tibet snow like B2B more than the B2C So to promote the sales Tibet snow makes an offering
for retailers The offer is like if a retailer buy one dozen or 12 pcs then they will provide one pc
Tibet snow free By this offer they raise the interest of distributers and sales more They also
have offers for their distributors They usually give 3 sales commission but there are certain
cases where they gave 1 extra commission For example if the distributor need more
transportation cost due to the remote area then they will get this 1 extra commission
Page 29 of 32
Chapter Four
Conclusion
Page 30 of 32
Conclusion
In terms of marketing mix Fair amp Lovely is doing quiet good but Tibet is not up to the mark
After analyzing the current situation of these two brand in Bangladesh it is clear that Fair amp
Lovely is doing all possible innovations diversifications and brand building activities where
Tibet is not bringing any kind of product diversifications innovations even they are not updating
their packaging and proper communications But even then Tibet has good sales and it has good
demand in the market since the beginning On the other hand after doing all sorts of marketing
mix properly Fair amp Lovely also have good sales and they are the market leader in Bangladeshi
fairness market So to increase their market share Tibet has to increase more communications try
Page 31 of 32
to do more brand building activities where as Fair amp Lovely just have continue this scale of
activities very carefully and has to keep very sharp eyes into the PR activities
References
Websiteso httpwwwbangladeshdircomwebscatalogunilever_bangladeshhtml
o httpwwwunilevercombdaboutusintroductiontounileverbangladesh
ourhistoryo httpwwwslidesharenetspvnfairamplovelyfair-amp-lovely-fairness-cream-a-
crisis-for-unilever-bangladesho httpenwikipediaorgwikiMarketing_mix
o Hossain Mohammad Jakir Executive Kohinoor Chemical Company Limited
Page 32 of 32
During doing this report we faced some difficulties Among them most important is equal
unavailability of information of these two companies And other limitations are given below
Short time span
Inconsistent information
Lack of experience
Page 3 of 32
Chapter Two
Company Overview
Page 4 of 32
21 Introduction
Marketing mix is a business tool and crucial when determining a product or brands offering
Normally marketing mix indicates 4prsquos which are Product Price Place Promotions Its very
important for any business to determine properly these 4prsquos In this term paper we will discuss
about these 4prsquos for Unileverrsquos Fair amp Lovely and Kohinoor Chemicalrsquos Tibet snow from
Bangladeshi perspective
In 1956 Kohinoor Chemical Company Limited (KCCL) was established in Bangladesh and marketing
their Tibet snow in Bangladesh Tibet snow is one of the leading brands of KCCL in Bangladesh since its
production It is one of the most demandable products in Bangladesh among all other local companies
They use Emolin in their snow for which this snow is usable throughout the year and it is a water based
product
Unilever is one of the largest and most used FMCG (Fast Moving Consumer Goods Company) in
Bangladesh It was established in 1964 with its soap factory in Chittagong Bangladesh Now it has 16
brands available in Bangladesh Among these brands Fair amp Lovely is one of the most popular and used
brand in Bangladesh Fair amp Lovely was developed in 1975 but launched in 1978 This Fair amp Lovely is
an oil based cream
Throughout this report we will discuss about the product price place promotion of Fair amp Lovely and
Tibet snow and finally we will try to give some recommendations
Emolin is a moisturizer which helps to create barrier on the surface of the skin to prevent water evaporating
Page 5 of 32
22 SWOT Analysis
SWOT Analysis of Tibet snow
Strengths
Strong brand image
Pioneer in manufacturing fairness products
Competitive price and commission
Product recognition already exists
Weaknesses
Packaging is not attractive
Less promotional activities
Lack of incentives and rewards for retailers
Opportunities
Expand market internationally
Can Increase the demand through most visible advertising
Product diversity
Threats
Strong competitors like-Unilever Keya
Less product diversity
Page 6 of 32
SWOT Analysis of Fair amp Lovely Snow
Strengths
Internationally recognized brand Good quality product Continuous innovation
Weaknesses
Cost Controversial Ad
Opportunities
Threats
Imported brands like lorie oly Herbal fairness products
Page 7 of 32
Chapter Three
Marketing Mix
Page 8 of 32
Page 9 of 32
Product
3111 Product Strategy of Fairamp Lovely
Unilever has a portfolio of about 400 brands globally However many of these are local that can
only be found in certain countries eg Fair amp Lovely In Bangladesh existing brands of
Unilever are categorized in different sections In the skin care section Fair amp Lovely is one of
the renowned brands of Unilever Bangladesh
3112 Product Profile
Fair amp Lovely is the first fairness cream in the world which was developed in 1975 It
understands that different people have different fairness needs based on age or skin type and
therefore offers expert fairness solutions relevant to different consumer needs For the fairness
solution it has four types of products for the female and one type of product for the male under
the brand name of Fair amp Lovely
Fair amp Lovely Multivitamin Cream
Page 10 of 32
Fair amp Lovely
Fair amp Lovely Multivitamin
Cream
Fair amp Lovely Ayurvedic Care
Cream
Fair amp Lovely Winter Fairness
Cream
Fair amp Lovely Anti-marks
Cream
Fair amp Lovely MAX Fairness
Cream
Fair amp Lovely Multivitamin offers superior fairness benefit of clear fairness with the Tri-Fair
Vitamin Complex In the year of 2012 it has launched new Fair and Lovely Advanced Multi
Vitamin Fairness Cream that equals the best professional beauty treatment such as antioxidant
laser vitamin mask face polish and face peel but without bleach or harmful chemicals that can
damage the skin
Fair amp Lovely Ayurvedic Care Cream
Fair amp Lovely Ayurvedic Fairness Cream brings in the fairness secrets of ancient Ayurveda that
provides Nourishment Protection and Purification It is enriched with the magical Ayurvedic
blend of Kumkumadi Oil ndash a mixture of 16 Ayurvedic ingredients which enhances complexion
and cures discoloration of skin
Fair amp Lovely Winter Fairness Cream
Fair amp Lovely Winter fairness is the fairness cream for the winter season It contains
Multivitamins and Active Moisturizers that offers fairness with benefits of cold cream
Fair amp Lovely Anti-marks Cream
Fair amp Lovely Anti-marks which contains proven Ayurvedic ingredients including Neem
Chandan Brahmi that creates a wonderful formulation for pimple spots helps to give a fair clear
and even-toned skinIt is targeted towards young teenage girls with a dominant fairness problem
of pimple marks
Fair amp Lovely MAX Fairness Cream
Fair amp Lovely MAX Fairness is the fairness cream for men It contains Vitamin Complex and
UV filters that work intensely on tough male skin and helps to provide visible fairness spot
reduction and Triple sunscreen UV protection
3113 Packaging amp Labeling
Page 11 of 32
Special Packaging is the part of product strategy A beautiful packaging can attract more
attention of the customers and also to maintain the quality a product needs good packaging Fair
and lovely packaging is very good and they use nice color in their packaging The overall
aesthetic components of the brand such as color shape text graphics etc are set appropriately to
achieve the marketing objectives for the brand The vivid core color combination of white and
pink makes the packaging of the product attractive which helps it to achieve the objective of
identifying the brand by the people Moreover the pink color is feminine And also for the
fairness cream of men they use the dark color in the packaging By following the BSTI
ordinance 2000 the packaging and labeling of the fair amp lovely contains information such as
Brand Name Generic name Composition Ingredients Name of the manufacturer Full
Mailing Address of the original manufacturer Full Mailing Address of the distributor
Manufacturing date Expiry date Batch No Lot No Manufacturing License No Marketing
License No Maximum Retail Price Packaging quantity (Net Weight Volume) Direction for
use Importance Utility Standard Mark with BSTI symbol and Storage condition Cautions
3114 Levels of Products of Fair amp Lovely
Core Benefit Beautificationamp skin
Actual product Different types of fairness cream products of Fair amp Lovely brand and also the
packaging
Page 12 of 32
Expected product Good quality Fairness and Cleanliness etc
Augmented product Unique features such as best professional beauty treatment components
Ayurvedic ingredients etc
Potential product more fairness solutions with new ingredients
3121 Product Strategy of Tibet Snow
Kohinoor Chemical Co (BD) Ltd is the pioneer in manufacturing cosmetics toiletries soap and
perfume since 1956 Tibet Snow is one of the leading brands of KCCL which was launched as a
skin care cream in 1956
3122 Product Profile
Tibet Snow is an ideal all weather skin care cream for delicate skin Tibet Snow a mild skin care
cream is made from BP grade ingredients added with moisturizer emollient amp sufficient skin
nutrients It beautifies the skin through cleansing the skin naturally and leaves it soothing soft
and bright Tibet Snow is a pure preventive against roughness chapping and redness of the skin
caused due to heat or cold It is also an ideal skin cleanser after shave cream and make-up base
for beautification
3123 Packaging amp Labeling
Tibet Snow has 3 SKU (Store keeping Unit) for different customer segments Out of 3 SKU the
most popular SKU is Tibet Snow (Bottle)-50 gm The others SKU are the Tibet Snow (Tube)-
50gm and Tiber Snow (Tube)-25 gm It has the old-fashioned packaging designed by a
gentleman called Noor Ahmed in 1953 and titled Face and Hill The product has the green and
blue packaging with the picture of a young woman on the glass bottle that relates to its target
market The product has the blurb on the packaging ldquoan ideal after shaving and a perfect powder
baserdquo It has been observed that many of the important packaging information are properly
described on the labels carton and container
Page 13 of 32
3124 Levels of Products of Tibet Snow
Core Benefit Beautification amp skin care
Actual product Tibet snow and the packaging
Expected product Good quality Fairness and Cleanliness etc
Augmented product Unique features such as best professional beauty treatment components
Ayurvedic ingredients etc
Potential product more fairness solutions with new ingredients
Page 14 of 32
Page 15 of 32
Price
All of the four Prsquos are important for any business but among them pricing has a different value to the company Because among 4 Prsquos this is the only P which brings money back others are expenses for a company But they play very important rule to bring money back So it is very important for a company to fix proper price for their products or services If not the product may be devalued or be overvalued which will lead the company a serious loss or prevents them from having more profits
Fair amp Lovely As Fair amp Lovely is a product of Unilever which has a high brand value we think they use ldquo rdquo method for their product
Tibet Snow
321 Product price
Unilever ndash
Brand Product Name Size Price
Unilever
Fair amp Lovely 95Fair amp Lovely anti marks 50
MultivitaminBig 90Small 50
Max fairnessBig 95Small 55
White beauty Big 450
Page 16 of 32
Medium 250Small 165
Age miracleBig 1150Small 450
Kohinoor
Kohinoor Tibet snow 50
Company deliver goods by their delivery van to the retailer at Dhaka city and retailer get (9-11) commission beyond other facilities
Page 17 of 32
Place
3311 Unilever Distribution
Fair amp Lovely follows the distribution channel of Unilever Bangladesh Unilever has divided the whole of Bangladesh into five regions based on geography and sales volume The regions are
Central Metro Region (Dhaka Metro City) Central Outer Region (rest of Dhaka Division) Eastern Region (Chittagong and Sylhet division) Northern Region (Rajshahi Division) Southern Region (Khulna and Barisal Division)
Unilever has many distribution centers on regions with two or more areas headed by the area manager who reports to the regional manager Each area with more than one territories headed by the territory manager There are also sales supervisors distributorrsquos sales representatives cashiers and deliverymen
Unilever Bangladesh Limited reaches all sorts of markets on at least twice a week basis and tries to deliver products directly They serve markets in urban areas Sub-urban areas (small towns) and rural markets The types of outlets that are covered directly are
Grocer stores Wholesalers
Page 18 of 32
General stores Cosmetic stores Self Service Stores
There are retailers selling Unilever products but not served directly especially small retailers in the deep rural areas like Chittagong hill tracks are served by the wholesalers The wholesalers have special consideration and get importance from the company as the company does special trade promotional activities specially or the wholesalers
So the distribution channel looks like-
Figure Channel structure of UBL
3312 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors wholesaler and retailers on this diagram
3313 Three types of channels
There are 700000 outlets which were grouped into 27 different channels Among these 27 different channels 9 have been formalized for development These channels consist of both urban and rural areas
3314 Priority channel
Priority channels are existing traditional channels running countrywide This channel consists of urban and rural areas The priority channel is categorized into six different store formats They are
1048766 Urban General Store (UGS) Urban general store are stores located in urban residential or market areas They are permanent in nature They usually sell HPC items with other essential items
Page 19 of 32
1048766 Urban Neighborhood Grocer (UNG) These are normally located in urban residential area They are also permanent in structure sells non branded food items with a little range of HPC product They are more like the convenience store
1048766 Urban Wet Market Grocer (UWMG) It is located in wet market areas They usually stand in clusters These stores are structured in permanent way There is no counter in the store the shopkeeper usually operates it from the godi This channel basically sells non branded commodity and grocery items and HPC items
1048766 Urban HPC tong These are temporary structured stores which sells tea and bakery items People normally come here to have tea and social gathering It is found in both residential and commercial area The structure of these channels is temporary This channel basically sells non branded commodity and food items and few HPC items
1048766 Rural Neighborhood Grocer (RNG) This is located in rural residential areas where people come for top-up purchase The store basically made of tin or wooden structure Normally one person handles the store but assistantsrsquo can be seen sometimes
1048766 Rural Wet Market Grocer (RWMG) These stores are located in rural hat and wet market area It is generally found in clusters The Channel basically sells grocery dairy and HPC items Mid to lower income shoppers are the main customers of this channel
3315 Emerging channel
The emerging channels are channels identified with unique characteristics which cannot be categorize in priority channel They are different in terms of structure shopper and product category Three types of channels have been identified under this category They are described below
1048766 Shopping complex Shopping complex is located in urban areas generally on the roadside of prominent roads Outlets are permanent in structure found in clusters generally under one roof or similar demarcation Basically sell all sorts of fashion and HPC items There are 23400 stores under shopping complex running countrywide
1048766 Self Service Store These stores are starting to emerge from 1999 It started with very few in numbers and now increased up to 62 These stores are permanent in structure have significantly large space where all sorts of products are assorted under one roof Both male and female from mid to higher income groups shop from here These stores sell all kind of products
1048766 Rural cosmetic store Rural cosmetic stores are located in rural market area especially on the roadside This emerging channel has some significance because of its increasing demands The structure and decoration of the store are quite developed for the rural area These stores dominated by female shoppers because it sells personal products As said earlier channels are created to focus on different categories of products different set of needs of buyers and to ease the marketing strategy taken by the company Based on the channels Unilever decides what type of aid to provide to which category they also take
Page 20 of 32
effective measures to ensure the SKU level in each channel To increase the sales and to gain major market share Unilever has taken different measures to enhance the channels in so many different ways
3321 Tibet Snow
Sets of interdependent organizations involved in the process of making a product or service available for consumptions are called Marketing Channels It is very important for a company to determine the right channel for their product If not retailer may refuse to cooperative properly or consumer may not feel good at the time of purchasing the product or services
Now we will talk about the distribution channel of Tibet snow-
The channel Kohinoor uses Tibet snow is exactly the same as other FMCG products they have So we will discuss the distribution channel of Kohinoor to understand the distribution channel of Tibet snow
Kohinoor has five distribution channel called ldquoDipordquo throughout the country and these are-
Chittagong
Barisal
Khulna
Bogura
Dhaka
Apart from these they have so many distribution centers all over the country At these divisions or subdivisions they have Sales team Sales representatives Territory Sales Manager Assistant Territory Sales Managers DSO and RM who works for the distribution channel and owned and assigned by the company So the distribution channel looks like-
Page 21 of 32
They use their sales Representatives to collects orders from their retailors and then give the ordering list to the distributors These Sales representatives are the company people And when the distributors get the order they deliver the product to the consumer through their delivery people and these are not company owned employee
3322 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors and retailers are intermediaries on this diagram
3323 Push Strategy
As we all know push strategy means using the manufacturerrsquos sales force trade promotion or other means to induce intermediaries to carry promote and sell the product and after analyzing the strategy of Tibet I found they are using push strategy for their product Because-
They are using own Sales people for taking order
They are giving incentives to the retailers and distributors
Less mass media promotional activities
Page 22 of 32
Manufacturer
Distributors
Retailors
Consumers
Page 23 of 32
PromotionPage 24 of 32
Promotion is a marketing act with the intention of encouraging the sale of a good or service to
their target market For example product promotion performed by a typical business might take
the form of advertising the product in question via print or Internet ads direct mail or e-
mail letters and personal sales calls TV and radio ads billboards posters and flyers
341 Promotion of Fair amp lovely
Communication mix
Marketers try to position products as appropriate for group
activities Fair and lovelies advertisement provides
information to influence typically show members of a
group using product The message generally unstained is
that lsquoThis people was dark they use the product and
become brightrsquo So they try to communicate their targeted
market by using example Day by day they pick up the
reality in the society and use as examples which help to
sticks their target market So to promote their product as well as sales fair and lovely uses all the
media by which it can communicate the target market
3411 Advertising
Page 25 of 32
First if we think about Television media fair and lovely regularly introduce new advertisements
with new concepts As their target market love to follow models so they use beautiful models
and create a sense that if you use the product you will be like the model This is so influential to
their target market Fair lovely has placed TV added quite frequently during the change of their
product line Now came to the newspaper fair and lovely introduce their product and its positive
effect there and communicate their consumer They use the most noticeable place in newspaper
which highly attracts young generation and beauty conscious people But they donrsquot do it
frequently Fair and lovely is giving their advertisement effectively to some magazines In
magazines the usual place of fair and lovely in the front page and news Paper it shown in the
middle
There are also some billboards that are shown in the different areas of Dhaka city and some
high ways to reminder the consumer about the product and itrsquos effective because big in size
colorful and people canrsquot avoid it
3412 Sales promotion
Fair and lovely introduce a meter for measuring the fairness after using their product They also
provide a condition that it needs to use twice a day for observing the effect So consumer need to
use the product more which helps to increase in sales
Other tactics like ldquo20 extra More value for same costrdquo has worked wonderfully well On the
other hand Fair and lovely do some sponsorship especially where they have their targeted
market By the sponsorship fair and lovely provide knowledge about product which helps to
increase their sales
Page 26 of 32
3413 Product Promotion
Continuous innovation helps to attract the market and enlarge the market So fair and lovely
continuously introduce new product which makes them the market leader in Bangladesh There
promotional product like
Fair amp Lovely ndash Anti Marks for Blemish-less Fair
Skin
Fair amp Lovely ndash Ayurvedic Balance
Fair amp Lovely ndash Multi Vitamin for Clear Fair Skin
Fair amp Lovely ndash Max Fairness for Men
They also make some change in packaging and
labeling for the promoting product
3414 Brand Promotion
Page 27 of 32
Fair and lovely promote their brand by changing their product quality packaging and logo which
creates more attraction towards its targeted markets
342 Promotion of Tibet snow
Communication mix
Kohinoor Chemical targeted rural people as well as urban
people So the marketers of Tibet Snow positioned it as an
affordable cream that keeps skin fresh and young for a long
time They make a commitment that by using Tibet snow
consumer is able to keeps their skin fresh and young in
every season over the year
3421 Advertising
Kohinoor is giving less emphasis on Tibet Snow in terms of
television media for promoting their products because
they are now concentrating more on their other
products like- am pm toothpaste Sandalina soap But
Page 28 of 32
still they have limited number of advertisement telecasted in a limited time Beside this they are
using Fm radio as a media to promote Tibet snow They also provide some advertisement in the
newspaper and provide some posters in the bill boards but till in a very limited number They
also use bill board for advertisement
3422 Public Relation
Tibet Snow has good relationship with their agents and partners which also helped to develop
their public relation In a word they have positive public relationship
3423 Personal sales
Tibet snow uses distribution channel for distributing their products so right now they donrsquot have
any personal selling
3424 Sales promotion
Tibet snow like B2B more than the B2C So to promote the sales Tibet snow makes an offering
for retailers The offer is like if a retailer buy one dozen or 12 pcs then they will provide one pc
Tibet snow free By this offer they raise the interest of distributers and sales more They also
have offers for their distributors They usually give 3 sales commission but there are certain
cases where they gave 1 extra commission For example if the distributor need more
transportation cost due to the remote area then they will get this 1 extra commission
Page 29 of 32
Chapter Four
Conclusion
Page 30 of 32
Conclusion
In terms of marketing mix Fair amp Lovely is doing quiet good but Tibet is not up to the mark
After analyzing the current situation of these two brand in Bangladesh it is clear that Fair amp
Lovely is doing all possible innovations diversifications and brand building activities where
Tibet is not bringing any kind of product diversifications innovations even they are not updating
their packaging and proper communications But even then Tibet has good sales and it has good
demand in the market since the beginning On the other hand after doing all sorts of marketing
mix properly Fair amp Lovely also have good sales and they are the market leader in Bangladeshi
fairness market So to increase their market share Tibet has to increase more communications try
Page 31 of 32
to do more brand building activities where as Fair amp Lovely just have continue this scale of
activities very carefully and has to keep very sharp eyes into the PR activities
References
Websiteso httpwwwbangladeshdircomwebscatalogunilever_bangladeshhtml
o httpwwwunilevercombdaboutusintroductiontounileverbangladesh
ourhistoryo httpwwwslidesharenetspvnfairamplovelyfair-amp-lovely-fairness-cream-a-
crisis-for-unilever-bangladesho httpenwikipediaorgwikiMarketing_mix
o Hossain Mohammad Jakir Executive Kohinoor Chemical Company Limited
Page 32 of 32
Chapter Two
Company Overview
Page 4 of 32
21 Introduction
Marketing mix is a business tool and crucial when determining a product or brands offering
Normally marketing mix indicates 4prsquos which are Product Price Place Promotions Its very
important for any business to determine properly these 4prsquos In this term paper we will discuss
about these 4prsquos for Unileverrsquos Fair amp Lovely and Kohinoor Chemicalrsquos Tibet snow from
Bangladeshi perspective
In 1956 Kohinoor Chemical Company Limited (KCCL) was established in Bangladesh and marketing
their Tibet snow in Bangladesh Tibet snow is one of the leading brands of KCCL in Bangladesh since its
production It is one of the most demandable products in Bangladesh among all other local companies
They use Emolin in their snow for which this snow is usable throughout the year and it is a water based
product
Unilever is one of the largest and most used FMCG (Fast Moving Consumer Goods Company) in
Bangladesh It was established in 1964 with its soap factory in Chittagong Bangladesh Now it has 16
brands available in Bangladesh Among these brands Fair amp Lovely is one of the most popular and used
brand in Bangladesh Fair amp Lovely was developed in 1975 but launched in 1978 This Fair amp Lovely is
an oil based cream
Throughout this report we will discuss about the product price place promotion of Fair amp Lovely and
Tibet snow and finally we will try to give some recommendations
Emolin is a moisturizer which helps to create barrier on the surface of the skin to prevent water evaporating
Page 5 of 32
22 SWOT Analysis
SWOT Analysis of Tibet snow
Strengths
Strong brand image
Pioneer in manufacturing fairness products
Competitive price and commission
Product recognition already exists
Weaknesses
Packaging is not attractive
Less promotional activities
Lack of incentives and rewards for retailers
Opportunities
Expand market internationally
Can Increase the demand through most visible advertising
Product diversity
Threats
Strong competitors like-Unilever Keya
Less product diversity
Page 6 of 32
SWOT Analysis of Fair amp Lovely Snow
Strengths
Internationally recognized brand Good quality product Continuous innovation
Weaknesses
Cost Controversial Ad
Opportunities
Threats
Imported brands like lorie oly Herbal fairness products
Page 7 of 32
Chapter Three
Marketing Mix
Page 8 of 32
Page 9 of 32
Product
3111 Product Strategy of Fairamp Lovely
Unilever has a portfolio of about 400 brands globally However many of these are local that can
only be found in certain countries eg Fair amp Lovely In Bangladesh existing brands of
Unilever are categorized in different sections In the skin care section Fair amp Lovely is one of
the renowned brands of Unilever Bangladesh
3112 Product Profile
Fair amp Lovely is the first fairness cream in the world which was developed in 1975 It
understands that different people have different fairness needs based on age or skin type and
therefore offers expert fairness solutions relevant to different consumer needs For the fairness
solution it has four types of products for the female and one type of product for the male under
the brand name of Fair amp Lovely
Fair amp Lovely Multivitamin Cream
Page 10 of 32
Fair amp Lovely
Fair amp Lovely Multivitamin
Cream
Fair amp Lovely Ayurvedic Care
Cream
Fair amp Lovely Winter Fairness
Cream
Fair amp Lovely Anti-marks
Cream
Fair amp Lovely MAX Fairness
Cream
Fair amp Lovely Multivitamin offers superior fairness benefit of clear fairness with the Tri-Fair
Vitamin Complex In the year of 2012 it has launched new Fair and Lovely Advanced Multi
Vitamin Fairness Cream that equals the best professional beauty treatment such as antioxidant
laser vitamin mask face polish and face peel but without bleach or harmful chemicals that can
damage the skin
Fair amp Lovely Ayurvedic Care Cream
Fair amp Lovely Ayurvedic Fairness Cream brings in the fairness secrets of ancient Ayurveda that
provides Nourishment Protection and Purification It is enriched with the magical Ayurvedic
blend of Kumkumadi Oil ndash a mixture of 16 Ayurvedic ingredients which enhances complexion
and cures discoloration of skin
Fair amp Lovely Winter Fairness Cream
Fair amp Lovely Winter fairness is the fairness cream for the winter season It contains
Multivitamins and Active Moisturizers that offers fairness with benefits of cold cream
Fair amp Lovely Anti-marks Cream
Fair amp Lovely Anti-marks which contains proven Ayurvedic ingredients including Neem
Chandan Brahmi that creates a wonderful formulation for pimple spots helps to give a fair clear
and even-toned skinIt is targeted towards young teenage girls with a dominant fairness problem
of pimple marks
Fair amp Lovely MAX Fairness Cream
Fair amp Lovely MAX Fairness is the fairness cream for men It contains Vitamin Complex and
UV filters that work intensely on tough male skin and helps to provide visible fairness spot
reduction and Triple sunscreen UV protection
3113 Packaging amp Labeling
Page 11 of 32
Special Packaging is the part of product strategy A beautiful packaging can attract more
attention of the customers and also to maintain the quality a product needs good packaging Fair
and lovely packaging is very good and they use nice color in their packaging The overall
aesthetic components of the brand such as color shape text graphics etc are set appropriately to
achieve the marketing objectives for the brand The vivid core color combination of white and
pink makes the packaging of the product attractive which helps it to achieve the objective of
identifying the brand by the people Moreover the pink color is feminine And also for the
fairness cream of men they use the dark color in the packaging By following the BSTI
ordinance 2000 the packaging and labeling of the fair amp lovely contains information such as
Brand Name Generic name Composition Ingredients Name of the manufacturer Full
Mailing Address of the original manufacturer Full Mailing Address of the distributor
Manufacturing date Expiry date Batch No Lot No Manufacturing License No Marketing
License No Maximum Retail Price Packaging quantity (Net Weight Volume) Direction for
use Importance Utility Standard Mark with BSTI symbol and Storage condition Cautions
3114 Levels of Products of Fair amp Lovely
Core Benefit Beautificationamp skin
Actual product Different types of fairness cream products of Fair amp Lovely brand and also the
packaging
Page 12 of 32
Expected product Good quality Fairness and Cleanliness etc
Augmented product Unique features such as best professional beauty treatment components
Ayurvedic ingredients etc
Potential product more fairness solutions with new ingredients
3121 Product Strategy of Tibet Snow
Kohinoor Chemical Co (BD) Ltd is the pioneer in manufacturing cosmetics toiletries soap and
perfume since 1956 Tibet Snow is one of the leading brands of KCCL which was launched as a
skin care cream in 1956
3122 Product Profile
Tibet Snow is an ideal all weather skin care cream for delicate skin Tibet Snow a mild skin care
cream is made from BP grade ingredients added with moisturizer emollient amp sufficient skin
nutrients It beautifies the skin through cleansing the skin naturally and leaves it soothing soft
and bright Tibet Snow is a pure preventive against roughness chapping and redness of the skin
caused due to heat or cold It is also an ideal skin cleanser after shave cream and make-up base
for beautification
3123 Packaging amp Labeling
Tibet Snow has 3 SKU (Store keeping Unit) for different customer segments Out of 3 SKU the
most popular SKU is Tibet Snow (Bottle)-50 gm The others SKU are the Tibet Snow (Tube)-
50gm and Tiber Snow (Tube)-25 gm It has the old-fashioned packaging designed by a
gentleman called Noor Ahmed in 1953 and titled Face and Hill The product has the green and
blue packaging with the picture of a young woman on the glass bottle that relates to its target
market The product has the blurb on the packaging ldquoan ideal after shaving and a perfect powder
baserdquo It has been observed that many of the important packaging information are properly
described on the labels carton and container
Page 13 of 32
3124 Levels of Products of Tibet Snow
Core Benefit Beautification amp skin care
Actual product Tibet snow and the packaging
Expected product Good quality Fairness and Cleanliness etc
Augmented product Unique features such as best professional beauty treatment components
Ayurvedic ingredients etc
Potential product more fairness solutions with new ingredients
Page 14 of 32
Page 15 of 32
Price
All of the four Prsquos are important for any business but among them pricing has a different value to the company Because among 4 Prsquos this is the only P which brings money back others are expenses for a company But they play very important rule to bring money back So it is very important for a company to fix proper price for their products or services If not the product may be devalued or be overvalued which will lead the company a serious loss or prevents them from having more profits
Fair amp Lovely As Fair amp Lovely is a product of Unilever which has a high brand value we think they use ldquo rdquo method for their product
Tibet Snow
321 Product price
Unilever ndash
Brand Product Name Size Price
Unilever
Fair amp Lovely 95Fair amp Lovely anti marks 50
MultivitaminBig 90Small 50
Max fairnessBig 95Small 55
White beauty Big 450
Page 16 of 32
Medium 250Small 165
Age miracleBig 1150Small 450
Kohinoor
Kohinoor Tibet snow 50
Company deliver goods by their delivery van to the retailer at Dhaka city and retailer get (9-11) commission beyond other facilities
Page 17 of 32
Place
3311 Unilever Distribution
Fair amp Lovely follows the distribution channel of Unilever Bangladesh Unilever has divided the whole of Bangladesh into five regions based on geography and sales volume The regions are
Central Metro Region (Dhaka Metro City) Central Outer Region (rest of Dhaka Division) Eastern Region (Chittagong and Sylhet division) Northern Region (Rajshahi Division) Southern Region (Khulna and Barisal Division)
Unilever has many distribution centers on regions with two or more areas headed by the area manager who reports to the regional manager Each area with more than one territories headed by the territory manager There are also sales supervisors distributorrsquos sales representatives cashiers and deliverymen
Unilever Bangladesh Limited reaches all sorts of markets on at least twice a week basis and tries to deliver products directly They serve markets in urban areas Sub-urban areas (small towns) and rural markets The types of outlets that are covered directly are
Grocer stores Wholesalers
Page 18 of 32
General stores Cosmetic stores Self Service Stores
There are retailers selling Unilever products but not served directly especially small retailers in the deep rural areas like Chittagong hill tracks are served by the wholesalers The wholesalers have special consideration and get importance from the company as the company does special trade promotional activities specially or the wholesalers
So the distribution channel looks like-
Figure Channel structure of UBL
3312 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors wholesaler and retailers on this diagram
3313 Three types of channels
There are 700000 outlets which were grouped into 27 different channels Among these 27 different channels 9 have been formalized for development These channels consist of both urban and rural areas
3314 Priority channel
Priority channels are existing traditional channels running countrywide This channel consists of urban and rural areas The priority channel is categorized into six different store formats They are
1048766 Urban General Store (UGS) Urban general store are stores located in urban residential or market areas They are permanent in nature They usually sell HPC items with other essential items
Page 19 of 32
1048766 Urban Neighborhood Grocer (UNG) These are normally located in urban residential area They are also permanent in structure sells non branded food items with a little range of HPC product They are more like the convenience store
1048766 Urban Wet Market Grocer (UWMG) It is located in wet market areas They usually stand in clusters These stores are structured in permanent way There is no counter in the store the shopkeeper usually operates it from the godi This channel basically sells non branded commodity and grocery items and HPC items
1048766 Urban HPC tong These are temporary structured stores which sells tea and bakery items People normally come here to have tea and social gathering It is found in both residential and commercial area The structure of these channels is temporary This channel basically sells non branded commodity and food items and few HPC items
1048766 Rural Neighborhood Grocer (RNG) This is located in rural residential areas where people come for top-up purchase The store basically made of tin or wooden structure Normally one person handles the store but assistantsrsquo can be seen sometimes
1048766 Rural Wet Market Grocer (RWMG) These stores are located in rural hat and wet market area It is generally found in clusters The Channel basically sells grocery dairy and HPC items Mid to lower income shoppers are the main customers of this channel
3315 Emerging channel
The emerging channels are channels identified with unique characteristics which cannot be categorize in priority channel They are different in terms of structure shopper and product category Three types of channels have been identified under this category They are described below
1048766 Shopping complex Shopping complex is located in urban areas generally on the roadside of prominent roads Outlets are permanent in structure found in clusters generally under one roof or similar demarcation Basically sell all sorts of fashion and HPC items There are 23400 stores under shopping complex running countrywide
1048766 Self Service Store These stores are starting to emerge from 1999 It started with very few in numbers and now increased up to 62 These stores are permanent in structure have significantly large space where all sorts of products are assorted under one roof Both male and female from mid to higher income groups shop from here These stores sell all kind of products
1048766 Rural cosmetic store Rural cosmetic stores are located in rural market area especially on the roadside This emerging channel has some significance because of its increasing demands The structure and decoration of the store are quite developed for the rural area These stores dominated by female shoppers because it sells personal products As said earlier channels are created to focus on different categories of products different set of needs of buyers and to ease the marketing strategy taken by the company Based on the channels Unilever decides what type of aid to provide to which category they also take
Page 20 of 32
effective measures to ensure the SKU level in each channel To increase the sales and to gain major market share Unilever has taken different measures to enhance the channels in so many different ways
3321 Tibet Snow
Sets of interdependent organizations involved in the process of making a product or service available for consumptions are called Marketing Channels It is very important for a company to determine the right channel for their product If not retailer may refuse to cooperative properly or consumer may not feel good at the time of purchasing the product or services
Now we will talk about the distribution channel of Tibet snow-
The channel Kohinoor uses Tibet snow is exactly the same as other FMCG products they have So we will discuss the distribution channel of Kohinoor to understand the distribution channel of Tibet snow
Kohinoor has five distribution channel called ldquoDipordquo throughout the country and these are-
Chittagong
Barisal
Khulna
Bogura
Dhaka
Apart from these they have so many distribution centers all over the country At these divisions or subdivisions they have Sales team Sales representatives Territory Sales Manager Assistant Territory Sales Managers DSO and RM who works for the distribution channel and owned and assigned by the company So the distribution channel looks like-
Page 21 of 32
They use their sales Representatives to collects orders from their retailors and then give the ordering list to the distributors These Sales representatives are the company people And when the distributors get the order they deliver the product to the consumer through their delivery people and these are not company owned employee
3322 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors and retailers are intermediaries on this diagram
3323 Push Strategy
As we all know push strategy means using the manufacturerrsquos sales force trade promotion or other means to induce intermediaries to carry promote and sell the product and after analyzing the strategy of Tibet I found they are using push strategy for their product Because-
They are using own Sales people for taking order
They are giving incentives to the retailers and distributors
Less mass media promotional activities
Page 22 of 32
Manufacturer
Distributors
Retailors
Consumers
Page 23 of 32
PromotionPage 24 of 32
Promotion is a marketing act with the intention of encouraging the sale of a good or service to
their target market For example product promotion performed by a typical business might take
the form of advertising the product in question via print or Internet ads direct mail or e-
mail letters and personal sales calls TV and radio ads billboards posters and flyers
341 Promotion of Fair amp lovely
Communication mix
Marketers try to position products as appropriate for group
activities Fair and lovelies advertisement provides
information to influence typically show members of a
group using product The message generally unstained is
that lsquoThis people was dark they use the product and
become brightrsquo So they try to communicate their targeted
market by using example Day by day they pick up the
reality in the society and use as examples which help to
sticks their target market So to promote their product as well as sales fair and lovely uses all the
media by which it can communicate the target market
3411 Advertising
Page 25 of 32
First if we think about Television media fair and lovely regularly introduce new advertisements
with new concepts As their target market love to follow models so they use beautiful models
and create a sense that if you use the product you will be like the model This is so influential to
their target market Fair lovely has placed TV added quite frequently during the change of their
product line Now came to the newspaper fair and lovely introduce their product and its positive
effect there and communicate their consumer They use the most noticeable place in newspaper
which highly attracts young generation and beauty conscious people But they donrsquot do it
frequently Fair and lovely is giving their advertisement effectively to some magazines In
magazines the usual place of fair and lovely in the front page and news Paper it shown in the
middle
There are also some billboards that are shown in the different areas of Dhaka city and some
high ways to reminder the consumer about the product and itrsquos effective because big in size
colorful and people canrsquot avoid it
3412 Sales promotion
Fair and lovely introduce a meter for measuring the fairness after using their product They also
provide a condition that it needs to use twice a day for observing the effect So consumer need to
use the product more which helps to increase in sales
Other tactics like ldquo20 extra More value for same costrdquo has worked wonderfully well On the
other hand Fair and lovely do some sponsorship especially where they have their targeted
market By the sponsorship fair and lovely provide knowledge about product which helps to
increase their sales
Page 26 of 32
3413 Product Promotion
Continuous innovation helps to attract the market and enlarge the market So fair and lovely
continuously introduce new product which makes them the market leader in Bangladesh There
promotional product like
Fair amp Lovely ndash Anti Marks for Blemish-less Fair
Skin
Fair amp Lovely ndash Ayurvedic Balance
Fair amp Lovely ndash Multi Vitamin for Clear Fair Skin
Fair amp Lovely ndash Max Fairness for Men
They also make some change in packaging and
labeling for the promoting product
3414 Brand Promotion
Page 27 of 32
Fair and lovely promote their brand by changing their product quality packaging and logo which
creates more attraction towards its targeted markets
342 Promotion of Tibet snow
Communication mix
Kohinoor Chemical targeted rural people as well as urban
people So the marketers of Tibet Snow positioned it as an
affordable cream that keeps skin fresh and young for a long
time They make a commitment that by using Tibet snow
consumer is able to keeps their skin fresh and young in
every season over the year
3421 Advertising
Kohinoor is giving less emphasis on Tibet Snow in terms of
television media for promoting their products because
they are now concentrating more on their other
products like- am pm toothpaste Sandalina soap But
Page 28 of 32
still they have limited number of advertisement telecasted in a limited time Beside this they are
using Fm radio as a media to promote Tibet snow They also provide some advertisement in the
newspaper and provide some posters in the bill boards but till in a very limited number They
also use bill board for advertisement
3422 Public Relation
Tibet Snow has good relationship with their agents and partners which also helped to develop
their public relation In a word they have positive public relationship
3423 Personal sales
Tibet snow uses distribution channel for distributing their products so right now they donrsquot have
any personal selling
3424 Sales promotion
Tibet snow like B2B more than the B2C So to promote the sales Tibet snow makes an offering
for retailers The offer is like if a retailer buy one dozen or 12 pcs then they will provide one pc
Tibet snow free By this offer they raise the interest of distributers and sales more They also
have offers for their distributors They usually give 3 sales commission but there are certain
cases where they gave 1 extra commission For example if the distributor need more
transportation cost due to the remote area then they will get this 1 extra commission
Page 29 of 32
Chapter Four
Conclusion
Page 30 of 32
Conclusion
In terms of marketing mix Fair amp Lovely is doing quiet good but Tibet is not up to the mark
After analyzing the current situation of these two brand in Bangladesh it is clear that Fair amp
Lovely is doing all possible innovations diversifications and brand building activities where
Tibet is not bringing any kind of product diversifications innovations even they are not updating
their packaging and proper communications But even then Tibet has good sales and it has good
demand in the market since the beginning On the other hand after doing all sorts of marketing
mix properly Fair amp Lovely also have good sales and they are the market leader in Bangladeshi
fairness market So to increase their market share Tibet has to increase more communications try
Page 31 of 32
to do more brand building activities where as Fair amp Lovely just have continue this scale of
activities very carefully and has to keep very sharp eyes into the PR activities
References
Websiteso httpwwwbangladeshdircomwebscatalogunilever_bangladeshhtml
o httpwwwunilevercombdaboutusintroductiontounileverbangladesh
ourhistoryo httpwwwslidesharenetspvnfairamplovelyfair-amp-lovely-fairness-cream-a-
crisis-for-unilever-bangladesho httpenwikipediaorgwikiMarketing_mix
o Hossain Mohammad Jakir Executive Kohinoor Chemical Company Limited
Page 32 of 32
21 Introduction
Marketing mix is a business tool and crucial when determining a product or brands offering
Normally marketing mix indicates 4prsquos which are Product Price Place Promotions Its very
important for any business to determine properly these 4prsquos In this term paper we will discuss
about these 4prsquos for Unileverrsquos Fair amp Lovely and Kohinoor Chemicalrsquos Tibet snow from
Bangladeshi perspective
In 1956 Kohinoor Chemical Company Limited (KCCL) was established in Bangladesh and marketing
their Tibet snow in Bangladesh Tibet snow is one of the leading brands of KCCL in Bangladesh since its
production It is one of the most demandable products in Bangladesh among all other local companies
They use Emolin in their snow for which this snow is usable throughout the year and it is a water based
product
Unilever is one of the largest and most used FMCG (Fast Moving Consumer Goods Company) in
Bangladesh It was established in 1964 with its soap factory in Chittagong Bangladesh Now it has 16
brands available in Bangladesh Among these brands Fair amp Lovely is one of the most popular and used
brand in Bangladesh Fair amp Lovely was developed in 1975 but launched in 1978 This Fair amp Lovely is
an oil based cream
Throughout this report we will discuss about the product price place promotion of Fair amp Lovely and
Tibet snow and finally we will try to give some recommendations
Emolin is a moisturizer which helps to create barrier on the surface of the skin to prevent water evaporating
Page 5 of 32
22 SWOT Analysis
SWOT Analysis of Tibet snow
Strengths
Strong brand image
Pioneer in manufacturing fairness products
Competitive price and commission
Product recognition already exists
Weaknesses
Packaging is not attractive
Less promotional activities
Lack of incentives and rewards for retailers
Opportunities
Expand market internationally
Can Increase the demand through most visible advertising
Product diversity
Threats
Strong competitors like-Unilever Keya
Less product diversity
Page 6 of 32
SWOT Analysis of Fair amp Lovely Snow
Strengths
Internationally recognized brand Good quality product Continuous innovation
Weaknesses
Cost Controversial Ad
Opportunities
Threats
Imported brands like lorie oly Herbal fairness products
Page 7 of 32
Chapter Three
Marketing Mix
Page 8 of 32
Page 9 of 32
Product
3111 Product Strategy of Fairamp Lovely
Unilever has a portfolio of about 400 brands globally However many of these are local that can
only be found in certain countries eg Fair amp Lovely In Bangladesh existing brands of
Unilever are categorized in different sections In the skin care section Fair amp Lovely is one of
the renowned brands of Unilever Bangladesh
3112 Product Profile
Fair amp Lovely is the first fairness cream in the world which was developed in 1975 It
understands that different people have different fairness needs based on age or skin type and
therefore offers expert fairness solutions relevant to different consumer needs For the fairness
solution it has four types of products for the female and one type of product for the male under
the brand name of Fair amp Lovely
Fair amp Lovely Multivitamin Cream
Page 10 of 32
Fair amp Lovely
Fair amp Lovely Multivitamin
Cream
Fair amp Lovely Ayurvedic Care
Cream
Fair amp Lovely Winter Fairness
Cream
Fair amp Lovely Anti-marks
Cream
Fair amp Lovely MAX Fairness
Cream
Fair amp Lovely Multivitamin offers superior fairness benefit of clear fairness with the Tri-Fair
Vitamin Complex In the year of 2012 it has launched new Fair and Lovely Advanced Multi
Vitamin Fairness Cream that equals the best professional beauty treatment such as antioxidant
laser vitamin mask face polish and face peel but without bleach or harmful chemicals that can
damage the skin
Fair amp Lovely Ayurvedic Care Cream
Fair amp Lovely Ayurvedic Fairness Cream brings in the fairness secrets of ancient Ayurveda that
provides Nourishment Protection and Purification It is enriched with the magical Ayurvedic
blend of Kumkumadi Oil ndash a mixture of 16 Ayurvedic ingredients which enhances complexion
and cures discoloration of skin
Fair amp Lovely Winter Fairness Cream
Fair amp Lovely Winter fairness is the fairness cream for the winter season It contains
Multivitamins and Active Moisturizers that offers fairness with benefits of cold cream
Fair amp Lovely Anti-marks Cream
Fair amp Lovely Anti-marks which contains proven Ayurvedic ingredients including Neem
Chandan Brahmi that creates a wonderful formulation for pimple spots helps to give a fair clear
and even-toned skinIt is targeted towards young teenage girls with a dominant fairness problem
of pimple marks
Fair amp Lovely MAX Fairness Cream
Fair amp Lovely MAX Fairness is the fairness cream for men It contains Vitamin Complex and
UV filters that work intensely on tough male skin and helps to provide visible fairness spot
reduction and Triple sunscreen UV protection
3113 Packaging amp Labeling
Page 11 of 32
Special Packaging is the part of product strategy A beautiful packaging can attract more
attention of the customers and also to maintain the quality a product needs good packaging Fair
and lovely packaging is very good and they use nice color in their packaging The overall
aesthetic components of the brand such as color shape text graphics etc are set appropriately to
achieve the marketing objectives for the brand The vivid core color combination of white and
pink makes the packaging of the product attractive which helps it to achieve the objective of
identifying the brand by the people Moreover the pink color is feminine And also for the
fairness cream of men they use the dark color in the packaging By following the BSTI
ordinance 2000 the packaging and labeling of the fair amp lovely contains information such as
Brand Name Generic name Composition Ingredients Name of the manufacturer Full
Mailing Address of the original manufacturer Full Mailing Address of the distributor
Manufacturing date Expiry date Batch No Lot No Manufacturing License No Marketing
License No Maximum Retail Price Packaging quantity (Net Weight Volume) Direction for
use Importance Utility Standard Mark with BSTI symbol and Storage condition Cautions
3114 Levels of Products of Fair amp Lovely
Core Benefit Beautificationamp skin
Actual product Different types of fairness cream products of Fair amp Lovely brand and also the
packaging
Page 12 of 32
Expected product Good quality Fairness and Cleanliness etc
Augmented product Unique features such as best professional beauty treatment components
Ayurvedic ingredients etc
Potential product more fairness solutions with new ingredients
3121 Product Strategy of Tibet Snow
Kohinoor Chemical Co (BD) Ltd is the pioneer in manufacturing cosmetics toiletries soap and
perfume since 1956 Tibet Snow is one of the leading brands of KCCL which was launched as a
skin care cream in 1956
3122 Product Profile
Tibet Snow is an ideal all weather skin care cream for delicate skin Tibet Snow a mild skin care
cream is made from BP grade ingredients added with moisturizer emollient amp sufficient skin
nutrients It beautifies the skin through cleansing the skin naturally and leaves it soothing soft
and bright Tibet Snow is a pure preventive against roughness chapping and redness of the skin
caused due to heat or cold It is also an ideal skin cleanser after shave cream and make-up base
for beautification
3123 Packaging amp Labeling
Tibet Snow has 3 SKU (Store keeping Unit) for different customer segments Out of 3 SKU the
most popular SKU is Tibet Snow (Bottle)-50 gm The others SKU are the Tibet Snow (Tube)-
50gm and Tiber Snow (Tube)-25 gm It has the old-fashioned packaging designed by a
gentleman called Noor Ahmed in 1953 and titled Face and Hill The product has the green and
blue packaging with the picture of a young woman on the glass bottle that relates to its target
market The product has the blurb on the packaging ldquoan ideal after shaving and a perfect powder
baserdquo It has been observed that many of the important packaging information are properly
described on the labels carton and container
Page 13 of 32
3124 Levels of Products of Tibet Snow
Core Benefit Beautification amp skin care
Actual product Tibet snow and the packaging
Expected product Good quality Fairness and Cleanliness etc
Augmented product Unique features such as best professional beauty treatment components
Ayurvedic ingredients etc
Potential product more fairness solutions with new ingredients
Page 14 of 32
Page 15 of 32
Price
All of the four Prsquos are important for any business but among them pricing has a different value to the company Because among 4 Prsquos this is the only P which brings money back others are expenses for a company But they play very important rule to bring money back So it is very important for a company to fix proper price for their products or services If not the product may be devalued or be overvalued which will lead the company a serious loss or prevents them from having more profits
Fair amp Lovely As Fair amp Lovely is a product of Unilever which has a high brand value we think they use ldquo rdquo method for their product
Tibet Snow
321 Product price
Unilever ndash
Brand Product Name Size Price
Unilever
Fair amp Lovely 95Fair amp Lovely anti marks 50
MultivitaminBig 90Small 50
Max fairnessBig 95Small 55
White beauty Big 450
Page 16 of 32
Medium 250Small 165
Age miracleBig 1150Small 450
Kohinoor
Kohinoor Tibet snow 50
Company deliver goods by their delivery van to the retailer at Dhaka city and retailer get (9-11) commission beyond other facilities
Page 17 of 32
Place
3311 Unilever Distribution
Fair amp Lovely follows the distribution channel of Unilever Bangladesh Unilever has divided the whole of Bangladesh into five regions based on geography and sales volume The regions are
Central Metro Region (Dhaka Metro City) Central Outer Region (rest of Dhaka Division) Eastern Region (Chittagong and Sylhet division) Northern Region (Rajshahi Division) Southern Region (Khulna and Barisal Division)
Unilever has many distribution centers on regions with two or more areas headed by the area manager who reports to the regional manager Each area with more than one territories headed by the territory manager There are also sales supervisors distributorrsquos sales representatives cashiers and deliverymen
Unilever Bangladesh Limited reaches all sorts of markets on at least twice a week basis and tries to deliver products directly They serve markets in urban areas Sub-urban areas (small towns) and rural markets The types of outlets that are covered directly are
Grocer stores Wholesalers
Page 18 of 32
General stores Cosmetic stores Self Service Stores
There are retailers selling Unilever products but not served directly especially small retailers in the deep rural areas like Chittagong hill tracks are served by the wholesalers The wholesalers have special consideration and get importance from the company as the company does special trade promotional activities specially or the wholesalers
So the distribution channel looks like-
Figure Channel structure of UBL
3312 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors wholesaler and retailers on this diagram
3313 Three types of channels
There are 700000 outlets which were grouped into 27 different channels Among these 27 different channels 9 have been formalized for development These channels consist of both urban and rural areas
3314 Priority channel
Priority channels are existing traditional channels running countrywide This channel consists of urban and rural areas The priority channel is categorized into six different store formats They are
1048766 Urban General Store (UGS) Urban general store are stores located in urban residential or market areas They are permanent in nature They usually sell HPC items with other essential items
Page 19 of 32
1048766 Urban Neighborhood Grocer (UNG) These are normally located in urban residential area They are also permanent in structure sells non branded food items with a little range of HPC product They are more like the convenience store
1048766 Urban Wet Market Grocer (UWMG) It is located in wet market areas They usually stand in clusters These stores are structured in permanent way There is no counter in the store the shopkeeper usually operates it from the godi This channel basically sells non branded commodity and grocery items and HPC items
1048766 Urban HPC tong These are temporary structured stores which sells tea and bakery items People normally come here to have tea and social gathering It is found in both residential and commercial area The structure of these channels is temporary This channel basically sells non branded commodity and food items and few HPC items
1048766 Rural Neighborhood Grocer (RNG) This is located in rural residential areas where people come for top-up purchase The store basically made of tin or wooden structure Normally one person handles the store but assistantsrsquo can be seen sometimes
1048766 Rural Wet Market Grocer (RWMG) These stores are located in rural hat and wet market area It is generally found in clusters The Channel basically sells grocery dairy and HPC items Mid to lower income shoppers are the main customers of this channel
3315 Emerging channel
The emerging channels are channels identified with unique characteristics which cannot be categorize in priority channel They are different in terms of structure shopper and product category Three types of channels have been identified under this category They are described below
1048766 Shopping complex Shopping complex is located in urban areas generally on the roadside of prominent roads Outlets are permanent in structure found in clusters generally under one roof or similar demarcation Basically sell all sorts of fashion and HPC items There are 23400 stores under shopping complex running countrywide
1048766 Self Service Store These stores are starting to emerge from 1999 It started with very few in numbers and now increased up to 62 These stores are permanent in structure have significantly large space where all sorts of products are assorted under one roof Both male and female from mid to higher income groups shop from here These stores sell all kind of products
1048766 Rural cosmetic store Rural cosmetic stores are located in rural market area especially on the roadside This emerging channel has some significance because of its increasing demands The structure and decoration of the store are quite developed for the rural area These stores dominated by female shoppers because it sells personal products As said earlier channels are created to focus on different categories of products different set of needs of buyers and to ease the marketing strategy taken by the company Based on the channels Unilever decides what type of aid to provide to which category they also take
Page 20 of 32
effective measures to ensure the SKU level in each channel To increase the sales and to gain major market share Unilever has taken different measures to enhance the channels in so many different ways
3321 Tibet Snow
Sets of interdependent organizations involved in the process of making a product or service available for consumptions are called Marketing Channels It is very important for a company to determine the right channel for their product If not retailer may refuse to cooperative properly or consumer may not feel good at the time of purchasing the product or services
Now we will talk about the distribution channel of Tibet snow-
The channel Kohinoor uses Tibet snow is exactly the same as other FMCG products they have So we will discuss the distribution channel of Kohinoor to understand the distribution channel of Tibet snow
Kohinoor has five distribution channel called ldquoDipordquo throughout the country and these are-
Chittagong
Barisal
Khulna
Bogura
Dhaka
Apart from these they have so many distribution centers all over the country At these divisions or subdivisions they have Sales team Sales representatives Territory Sales Manager Assistant Territory Sales Managers DSO and RM who works for the distribution channel and owned and assigned by the company So the distribution channel looks like-
Page 21 of 32
They use their sales Representatives to collects orders from their retailors and then give the ordering list to the distributors These Sales representatives are the company people And when the distributors get the order they deliver the product to the consumer through their delivery people and these are not company owned employee
3322 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors and retailers are intermediaries on this diagram
3323 Push Strategy
As we all know push strategy means using the manufacturerrsquos sales force trade promotion or other means to induce intermediaries to carry promote and sell the product and after analyzing the strategy of Tibet I found they are using push strategy for their product Because-
They are using own Sales people for taking order
They are giving incentives to the retailers and distributors
Less mass media promotional activities
Page 22 of 32
Manufacturer
Distributors
Retailors
Consumers
Page 23 of 32
PromotionPage 24 of 32
Promotion is a marketing act with the intention of encouraging the sale of a good or service to
their target market For example product promotion performed by a typical business might take
the form of advertising the product in question via print or Internet ads direct mail or e-
mail letters and personal sales calls TV and radio ads billboards posters and flyers
341 Promotion of Fair amp lovely
Communication mix
Marketers try to position products as appropriate for group
activities Fair and lovelies advertisement provides
information to influence typically show members of a
group using product The message generally unstained is
that lsquoThis people was dark they use the product and
become brightrsquo So they try to communicate their targeted
market by using example Day by day they pick up the
reality in the society and use as examples which help to
sticks their target market So to promote their product as well as sales fair and lovely uses all the
media by which it can communicate the target market
3411 Advertising
Page 25 of 32
First if we think about Television media fair and lovely regularly introduce new advertisements
with new concepts As their target market love to follow models so they use beautiful models
and create a sense that if you use the product you will be like the model This is so influential to
their target market Fair lovely has placed TV added quite frequently during the change of their
product line Now came to the newspaper fair and lovely introduce their product and its positive
effect there and communicate their consumer They use the most noticeable place in newspaper
which highly attracts young generation and beauty conscious people But they donrsquot do it
frequently Fair and lovely is giving their advertisement effectively to some magazines In
magazines the usual place of fair and lovely in the front page and news Paper it shown in the
middle
There are also some billboards that are shown in the different areas of Dhaka city and some
high ways to reminder the consumer about the product and itrsquos effective because big in size
colorful and people canrsquot avoid it
3412 Sales promotion
Fair and lovely introduce a meter for measuring the fairness after using their product They also
provide a condition that it needs to use twice a day for observing the effect So consumer need to
use the product more which helps to increase in sales
Other tactics like ldquo20 extra More value for same costrdquo has worked wonderfully well On the
other hand Fair and lovely do some sponsorship especially where they have their targeted
market By the sponsorship fair and lovely provide knowledge about product which helps to
increase their sales
Page 26 of 32
3413 Product Promotion
Continuous innovation helps to attract the market and enlarge the market So fair and lovely
continuously introduce new product which makes them the market leader in Bangladesh There
promotional product like
Fair amp Lovely ndash Anti Marks for Blemish-less Fair
Skin
Fair amp Lovely ndash Ayurvedic Balance
Fair amp Lovely ndash Multi Vitamin for Clear Fair Skin
Fair amp Lovely ndash Max Fairness for Men
They also make some change in packaging and
labeling for the promoting product
3414 Brand Promotion
Page 27 of 32
Fair and lovely promote their brand by changing their product quality packaging and logo which
creates more attraction towards its targeted markets
342 Promotion of Tibet snow
Communication mix
Kohinoor Chemical targeted rural people as well as urban
people So the marketers of Tibet Snow positioned it as an
affordable cream that keeps skin fresh and young for a long
time They make a commitment that by using Tibet snow
consumer is able to keeps their skin fresh and young in
every season over the year
3421 Advertising
Kohinoor is giving less emphasis on Tibet Snow in terms of
television media for promoting their products because
they are now concentrating more on their other
products like- am pm toothpaste Sandalina soap But
Page 28 of 32
still they have limited number of advertisement telecasted in a limited time Beside this they are
using Fm radio as a media to promote Tibet snow They also provide some advertisement in the
newspaper and provide some posters in the bill boards but till in a very limited number They
also use bill board for advertisement
3422 Public Relation
Tibet Snow has good relationship with their agents and partners which also helped to develop
their public relation In a word they have positive public relationship
3423 Personal sales
Tibet snow uses distribution channel for distributing their products so right now they donrsquot have
any personal selling
3424 Sales promotion
Tibet snow like B2B more than the B2C So to promote the sales Tibet snow makes an offering
for retailers The offer is like if a retailer buy one dozen or 12 pcs then they will provide one pc
Tibet snow free By this offer they raise the interest of distributers and sales more They also
have offers for their distributors They usually give 3 sales commission but there are certain
cases where they gave 1 extra commission For example if the distributor need more
transportation cost due to the remote area then they will get this 1 extra commission
Page 29 of 32
Chapter Four
Conclusion
Page 30 of 32
Conclusion
In terms of marketing mix Fair amp Lovely is doing quiet good but Tibet is not up to the mark
After analyzing the current situation of these two brand in Bangladesh it is clear that Fair amp
Lovely is doing all possible innovations diversifications and brand building activities where
Tibet is not bringing any kind of product diversifications innovations even they are not updating
their packaging and proper communications But even then Tibet has good sales and it has good
demand in the market since the beginning On the other hand after doing all sorts of marketing
mix properly Fair amp Lovely also have good sales and they are the market leader in Bangladeshi
fairness market So to increase their market share Tibet has to increase more communications try
Page 31 of 32
to do more brand building activities where as Fair amp Lovely just have continue this scale of
activities very carefully and has to keep very sharp eyes into the PR activities
References
Websiteso httpwwwbangladeshdircomwebscatalogunilever_bangladeshhtml
o httpwwwunilevercombdaboutusintroductiontounileverbangladesh
ourhistoryo httpwwwslidesharenetspvnfairamplovelyfair-amp-lovely-fairness-cream-a-
crisis-for-unilever-bangladesho httpenwikipediaorgwikiMarketing_mix
o Hossain Mohammad Jakir Executive Kohinoor Chemical Company Limited
Page 32 of 32
22 SWOT Analysis
SWOT Analysis of Tibet snow
Strengths
Strong brand image
Pioneer in manufacturing fairness products
Competitive price and commission
Product recognition already exists
Weaknesses
Packaging is not attractive
Less promotional activities
Lack of incentives and rewards for retailers
Opportunities
Expand market internationally
Can Increase the demand through most visible advertising
Product diversity
Threats
Strong competitors like-Unilever Keya
Less product diversity
Page 6 of 32
SWOT Analysis of Fair amp Lovely Snow
Strengths
Internationally recognized brand Good quality product Continuous innovation
Weaknesses
Cost Controversial Ad
Opportunities
Threats
Imported brands like lorie oly Herbal fairness products
Page 7 of 32
Chapter Three
Marketing Mix
Page 8 of 32
Page 9 of 32
Product
3111 Product Strategy of Fairamp Lovely
Unilever has a portfolio of about 400 brands globally However many of these are local that can
only be found in certain countries eg Fair amp Lovely In Bangladesh existing brands of
Unilever are categorized in different sections In the skin care section Fair amp Lovely is one of
the renowned brands of Unilever Bangladesh
3112 Product Profile
Fair amp Lovely is the first fairness cream in the world which was developed in 1975 It
understands that different people have different fairness needs based on age or skin type and
therefore offers expert fairness solutions relevant to different consumer needs For the fairness
solution it has four types of products for the female and one type of product for the male under
the brand name of Fair amp Lovely
Fair amp Lovely Multivitamin Cream
Page 10 of 32
Fair amp Lovely
Fair amp Lovely Multivitamin
Cream
Fair amp Lovely Ayurvedic Care
Cream
Fair amp Lovely Winter Fairness
Cream
Fair amp Lovely Anti-marks
Cream
Fair amp Lovely MAX Fairness
Cream
Fair amp Lovely Multivitamin offers superior fairness benefit of clear fairness with the Tri-Fair
Vitamin Complex In the year of 2012 it has launched new Fair and Lovely Advanced Multi
Vitamin Fairness Cream that equals the best professional beauty treatment such as antioxidant
laser vitamin mask face polish and face peel but without bleach or harmful chemicals that can
damage the skin
Fair amp Lovely Ayurvedic Care Cream
Fair amp Lovely Ayurvedic Fairness Cream brings in the fairness secrets of ancient Ayurveda that
provides Nourishment Protection and Purification It is enriched with the magical Ayurvedic
blend of Kumkumadi Oil ndash a mixture of 16 Ayurvedic ingredients which enhances complexion
and cures discoloration of skin
Fair amp Lovely Winter Fairness Cream
Fair amp Lovely Winter fairness is the fairness cream for the winter season It contains
Multivitamins and Active Moisturizers that offers fairness with benefits of cold cream
Fair amp Lovely Anti-marks Cream
Fair amp Lovely Anti-marks which contains proven Ayurvedic ingredients including Neem
Chandan Brahmi that creates a wonderful formulation for pimple spots helps to give a fair clear
and even-toned skinIt is targeted towards young teenage girls with a dominant fairness problem
of pimple marks
Fair amp Lovely MAX Fairness Cream
Fair amp Lovely MAX Fairness is the fairness cream for men It contains Vitamin Complex and
UV filters that work intensely on tough male skin and helps to provide visible fairness spot
reduction and Triple sunscreen UV protection
3113 Packaging amp Labeling
Page 11 of 32
Special Packaging is the part of product strategy A beautiful packaging can attract more
attention of the customers and also to maintain the quality a product needs good packaging Fair
and lovely packaging is very good and they use nice color in their packaging The overall
aesthetic components of the brand such as color shape text graphics etc are set appropriately to
achieve the marketing objectives for the brand The vivid core color combination of white and
pink makes the packaging of the product attractive which helps it to achieve the objective of
identifying the brand by the people Moreover the pink color is feminine And also for the
fairness cream of men they use the dark color in the packaging By following the BSTI
ordinance 2000 the packaging and labeling of the fair amp lovely contains information such as
Brand Name Generic name Composition Ingredients Name of the manufacturer Full
Mailing Address of the original manufacturer Full Mailing Address of the distributor
Manufacturing date Expiry date Batch No Lot No Manufacturing License No Marketing
License No Maximum Retail Price Packaging quantity (Net Weight Volume) Direction for
use Importance Utility Standard Mark with BSTI symbol and Storage condition Cautions
3114 Levels of Products of Fair amp Lovely
Core Benefit Beautificationamp skin
Actual product Different types of fairness cream products of Fair amp Lovely brand and also the
packaging
Page 12 of 32
Expected product Good quality Fairness and Cleanliness etc
Augmented product Unique features such as best professional beauty treatment components
Ayurvedic ingredients etc
Potential product more fairness solutions with new ingredients
3121 Product Strategy of Tibet Snow
Kohinoor Chemical Co (BD) Ltd is the pioneer in manufacturing cosmetics toiletries soap and
perfume since 1956 Tibet Snow is one of the leading brands of KCCL which was launched as a
skin care cream in 1956
3122 Product Profile
Tibet Snow is an ideal all weather skin care cream for delicate skin Tibet Snow a mild skin care
cream is made from BP grade ingredients added with moisturizer emollient amp sufficient skin
nutrients It beautifies the skin through cleansing the skin naturally and leaves it soothing soft
and bright Tibet Snow is a pure preventive against roughness chapping and redness of the skin
caused due to heat or cold It is also an ideal skin cleanser after shave cream and make-up base
for beautification
3123 Packaging amp Labeling
Tibet Snow has 3 SKU (Store keeping Unit) for different customer segments Out of 3 SKU the
most popular SKU is Tibet Snow (Bottle)-50 gm The others SKU are the Tibet Snow (Tube)-
50gm and Tiber Snow (Tube)-25 gm It has the old-fashioned packaging designed by a
gentleman called Noor Ahmed in 1953 and titled Face and Hill The product has the green and
blue packaging with the picture of a young woman on the glass bottle that relates to its target
market The product has the blurb on the packaging ldquoan ideal after shaving and a perfect powder
baserdquo It has been observed that many of the important packaging information are properly
described on the labels carton and container
Page 13 of 32
3124 Levels of Products of Tibet Snow
Core Benefit Beautification amp skin care
Actual product Tibet snow and the packaging
Expected product Good quality Fairness and Cleanliness etc
Augmented product Unique features such as best professional beauty treatment components
Ayurvedic ingredients etc
Potential product more fairness solutions with new ingredients
Page 14 of 32
Page 15 of 32
Price
All of the four Prsquos are important for any business but among them pricing has a different value to the company Because among 4 Prsquos this is the only P which brings money back others are expenses for a company But they play very important rule to bring money back So it is very important for a company to fix proper price for their products or services If not the product may be devalued or be overvalued which will lead the company a serious loss or prevents them from having more profits
Fair amp Lovely As Fair amp Lovely is a product of Unilever which has a high brand value we think they use ldquo rdquo method for their product
Tibet Snow
321 Product price
Unilever ndash
Brand Product Name Size Price
Unilever
Fair amp Lovely 95Fair amp Lovely anti marks 50
MultivitaminBig 90Small 50
Max fairnessBig 95Small 55
White beauty Big 450
Page 16 of 32
Medium 250Small 165
Age miracleBig 1150Small 450
Kohinoor
Kohinoor Tibet snow 50
Company deliver goods by their delivery van to the retailer at Dhaka city and retailer get (9-11) commission beyond other facilities
Page 17 of 32
Place
3311 Unilever Distribution
Fair amp Lovely follows the distribution channel of Unilever Bangladesh Unilever has divided the whole of Bangladesh into five regions based on geography and sales volume The regions are
Central Metro Region (Dhaka Metro City) Central Outer Region (rest of Dhaka Division) Eastern Region (Chittagong and Sylhet division) Northern Region (Rajshahi Division) Southern Region (Khulna and Barisal Division)
Unilever has many distribution centers on regions with two or more areas headed by the area manager who reports to the regional manager Each area with more than one territories headed by the territory manager There are also sales supervisors distributorrsquos sales representatives cashiers and deliverymen
Unilever Bangladesh Limited reaches all sorts of markets on at least twice a week basis and tries to deliver products directly They serve markets in urban areas Sub-urban areas (small towns) and rural markets The types of outlets that are covered directly are
Grocer stores Wholesalers
Page 18 of 32
General stores Cosmetic stores Self Service Stores
There are retailers selling Unilever products but not served directly especially small retailers in the deep rural areas like Chittagong hill tracks are served by the wholesalers The wholesalers have special consideration and get importance from the company as the company does special trade promotional activities specially or the wholesalers
So the distribution channel looks like-
Figure Channel structure of UBL
3312 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors wholesaler and retailers on this diagram
3313 Three types of channels
There are 700000 outlets which were grouped into 27 different channels Among these 27 different channels 9 have been formalized for development These channels consist of both urban and rural areas
3314 Priority channel
Priority channels are existing traditional channels running countrywide This channel consists of urban and rural areas The priority channel is categorized into six different store formats They are
1048766 Urban General Store (UGS) Urban general store are stores located in urban residential or market areas They are permanent in nature They usually sell HPC items with other essential items
Page 19 of 32
1048766 Urban Neighborhood Grocer (UNG) These are normally located in urban residential area They are also permanent in structure sells non branded food items with a little range of HPC product They are more like the convenience store
1048766 Urban Wet Market Grocer (UWMG) It is located in wet market areas They usually stand in clusters These stores are structured in permanent way There is no counter in the store the shopkeeper usually operates it from the godi This channel basically sells non branded commodity and grocery items and HPC items
1048766 Urban HPC tong These are temporary structured stores which sells tea and bakery items People normally come here to have tea and social gathering It is found in both residential and commercial area The structure of these channels is temporary This channel basically sells non branded commodity and food items and few HPC items
1048766 Rural Neighborhood Grocer (RNG) This is located in rural residential areas where people come for top-up purchase The store basically made of tin or wooden structure Normally one person handles the store but assistantsrsquo can be seen sometimes
1048766 Rural Wet Market Grocer (RWMG) These stores are located in rural hat and wet market area It is generally found in clusters The Channel basically sells grocery dairy and HPC items Mid to lower income shoppers are the main customers of this channel
3315 Emerging channel
The emerging channels are channels identified with unique characteristics which cannot be categorize in priority channel They are different in terms of structure shopper and product category Three types of channels have been identified under this category They are described below
1048766 Shopping complex Shopping complex is located in urban areas generally on the roadside of prominent roads Outlets are permanent in structure found in clusters generally under one roof or similar demarcation Basically sell all sorts of fashion and HPC items There are 23400 stores under shopping complex running countrywide
1048766 Self Service Store These stores are starting to emerge from 1999 It started with very few in numbers and now increased up to 62 These stores are permanent in structure have significantly large space where all sorts of products are assorted under one roof Both male and female from mid to higher income groups shop from here These stores sell all kind of products
1048766 Rural cosmetic store Rural cosmetic stores are located in rural market area especially on the roadside This emerging channel has some significance because of its increasing demands The structure and decoration of the store are quite developed for the rural area These stores dominated by female shoppers because it sells personal products As said earlier channels are created to focus on different categories of products different set of needs of buyers and to ease the marketing strategy taken by the company Based on the channels Unilever decides what type of aid to provide to which category they also take
Page 20 of 32
effective measures to ensure the SKU level in each channel To increase the sales and to gain major market share Unilever has taken different measures to enhance the channels in so many different ways
3321 Tibet Snow
Sets of interdependent organizations involved in the process of making a product or service available for consumptions are called Marketing Channels It is very important for a company to determine the right channel for their product If not retailer may refuse to cooperative properly or consumer may not feel good at the time of purchasing the product or services
Now we will talk about the distribution channel of Tibet snow-
The channel Kohinoor uses Tibet snow is exactly the same as other FMCG products they have So we will discuss the distribution channel of Kohinoor to understand the distribution channel of Tibet snow
Kohinoor has five distribution channel called ldquoDipordquo throughout the country and these are-
Chittagong
Barisal
Khulna
Bogura
Dhaka
Apart from these they have so many distribution centers all over the country At these divisions or subdivisions they have Sales team Sales representatives Territory Sales Manager Assistant Territory Sales Managers DSO and RM who works for the distribution channel and owned and assigned by the company So the distribution channel looks like-
Page 21 of 32
They use their sales Representatives to collects orders from their retailors and then give the ordering list to the distributors These Sales representatives are the company people And when the distributors get the order they deliver the product to the consumer through their delivery people and these are not company owned employee
3322 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors and retailers are intermediaries on this diagram
3323 Push Strategy
As we all know push strategy means using the manufacturerrsquos sales force trade promotion or other means to induce intermediaries to carry promote and sell the product and after analyzing the strategy of Tibet I found they are using push strategy for their product Because-
They are using own Sales people for taking order
They are giving incentives to the retailers and distributors
Less mass media promotional activities
Page 22 of 32
Manufacturer
Distributors
Retailors
Consumers
Page 23 of 32
PromotionPage 24 of 32
Promotion is a marketing act with the intention of encouraging the sale of a good or service to
their target market For example product promotion performed by a typical business might take
the form of advertising the product in question via print or Internet ads direct mail or e-
mail letters and personal sales calls TV and radio ads billboards posters and flyers
341 Promotion of Fair amp lovely
Communication mix
Marketers try to position products as appropriate for group
activities Fair and lovelies advertisement provides
information to influence typically show members of a
group using product The message generally unstained is
that lsquoThis people was dark they use the product and
become brightrsquo So they try to communicate their targeted
market by using example Day by day they pick up the
reality in the society and use as examples which help to
sticks their target market So to promote their product as well as sales fair and lovely uses all the
media by which it can communicate the target market
3411 Advertising
Page 25 of 32
First if we think about Television media fair and lovely regularly introduce new advertisements
with new concepts As their target market love to follow models so they use beautiful models
and create a sense that if you use the product you will be like the model This is so influential to
their target market Fair lovely has placed TV added quite frequently during the change of their
product line Now came to the newspaper fair and lovely introduce their product and its positive
effect there and communicate their consumer They use the most noticeable place in newspaper
which highly attracts young generation and beauty conscious people But they donrsquot do it
frequently Fair and lovely is giving their advertisement effectively to some magazines In
magazines the usual place of fair and lovely in the front page and news Paper it shown in the
middle
There are also some billboards that are shown in the different areas of Dhaka city and some
high ways to reminder the consumer about the product and itrsquos effective because big in size
colorful and people canrsquot avoid it
3412 Sales promotion
Fair and lovely introduce a meter for measuring the fairness after using their product They also
provide a condition that it needs to use twice a day for observing the effect So consumer need to
use the product more which helps to increase in sales
Other tactics like ldquo20 extra More value for same costrdquo has worked wonderfully well On the
other hand Fair and lovely do some sponsorship especially where they have their targeted
market By the sponsorship fair and lovely provide knowledge about product which helps to
increase their sales
Page 26 of 32
3413 Product Promotion
Continuous innovation helps to attract the market and enlarge the market So fair and lovely
continuously introduce new product which makes them the market leader in Bangladesh There
promotional product like
Fair amp Lovely ndash Anti Marks for Blemish-less Fair
Skin
Fair amp Lovely ndash Ayurvedic Balance
Fair amp Lovely ndash Multi Vitamin for Clear Fair Skin
Fair amp Lovely ndash Max Fairness for Men
They also make some change in packaging and
labeling for the promoting product
3414 Brand Promotion
Page 27 of 32
Fair and lovely promote their brand by changing their product quality packaging and logo which
creates more attraction towards its targeted markets
342 Promotion of Tibet snow
Communication mix
Kohinoor Chemical targeted rural people as well as urban
people So the marketers of Tibet Snow positioned it as an
affordable cream that keeps skin fresh and young for a long
time They make a commitment that by using Tibet snow
consumer is able to keeps their skin fresh and young in
every season over the year
3421 Advertising
Kohinoor is giving less emphasis on Tibet Snow in terms of
television media for promoting their products because
they are now concentrating more on their other
products like- am pm toothpaste Sandalina soap But
Page 28 of 32
still they have limited number of advertisement telecasted in a limited time Beside this they are
using Fm radio as a media to promote Tibet snow They also provide some advertisement in the
newspaper and provide some posters in the bill boards but till in a very limited number They
also use bill board for advertisement
3422 Public Relation
Tibet Snow has good relationship with their agents and partners which also helped to develop
their public relation In a word they have positive public relationship
3423 Personal sales
Tibet snow uses distribution channel for distributing their products so right now they donrsquot have
any personal selling
3424 Sales promotion
Tibet snow like B2B more than the B2C So to promote the sales Tibet snow makes an offering
for retailers The offer is like if a retailer buy one dozen or 12 pcs then they will provide one pc
Tibet snow free By this offer they raise the interest of distributers and sales more They also
have offers for their distributors They usually give 3 sales commission but there are certain
cases where they gave 1 extra commission For example if the distributor need more
transportation cost due to the remote area then they will get this 1 extra commission
Page 29 of 32
Chapter Four
Conclusion
Page 30 of 32
Conclusion
In terms of marketing mix Fair amp Lovely is doing quiet good but Tibet is not up to the mark
After analyzing the current situation of these two brand in Bangladesh it is clear that Fair amp
Lovely is doing all possible innovations diversifications and brand building activities where
Tibet is not bringing any kind of product diversifications innovations even they are not updating
their packaging and proper communications But even then Tibet has good sales and it has good
demand in the market since the beginning On the other hand after doing all sorts of marketing
mix properly Fair amp Lovely also have good sales and they are the market leader in Bangladeshi
fairness market So to increase their market share Tibet has to increase more communications try
Page 31 of 32
to do more brand building activities where as Fair amp Lovely just have continue this scale of
activities very carefully and has to keep very sharp eyes into the PR activities
References
Websiteso httpwwwbangladeshdircomwebscatalogunilever_bangladeshhtml
o httpwwwunilevercombdaboutusintroductiontounileverbangladesh
ourhistoryo httpwwwslidesharenetspvnfairamplovelyfair-amp-lovely-fairness-cream-a-
crisis-for-unilever-bangladesho httpenwikipediaorgwikiMarketing_mix
o Hossain Mohammad Jakir Executive Kohinoor Chemical Company Limited
Page 32 of 32
SWOT Analysis of Fair amp Lovely Snow
Strengths
Internationally recognized brand Good quality product Continuous innovation
Weaknesses
Cost Controversial Ad
Opportunities
Threats
Imported brands like lorie oly Herbal fairness products
Page 7 of 32
Chapter Three
Marketing Mix
Page 8 of 32
Page 9 of 32
Product
3111 Product Strategy of Fairamp Lovely
Unilever has a portfolio of about 400 brands globally However many of these are local that can
only be found in certain countries eg Fair amp Lovely In Bangladesh existing brands of
Unilever are categorized in different sections In the skin care section Fair amp Lovely is one of
the renowned brands of Unilever Bangladesh
3112 Product Profile
Fair amp Lovely is the first fairness cream in the world which was developed in 1975 It
understands that different people have different fairness needs based on age or skin type and
therefore offers expert fairness solutions relevant to different consumer needs For the fairness
solution it has four types of products for the female and one type of product for the male under
the brand name of Fair amp Lovely
Fair amp Lovely Multivitamin Cream
Page 10 of 32
Fair amp Lovely
Fair amp Lovely Multivitamin
Cream
Fair amp Lovely Ayurvedic Care
Cream
Fair amp Lovely Winter Fairness
Cream
Fair amp Lovely Anti-marks
Cream
Fair amp Lovely MAX Fairness
Cream
Fair amp Lovely Multivitamin offers superior fairness benefit of clear fairness with the Tri-Fair
Vitamin Complex In the year of 2012 it has launched new Fair and Lovely Advanced Multi
Vitamin Fairness Cream that equals the best professional beauty treatment such as antioxidant
laser vitamin mask face polish and face peel but without bleach or harmful chemicals that can
damage the skin
Fair amp Lovely Ayurvedic Care Cream
Fair amp Lovely Ayurvedic Fairness Cream brings in the fairness secrets of ancient Ayurveda that
provides Nourishment Protection and Purification It is enriched with the magical Ayurvedic
blend of Kumkumadi Oil ndash a mixture of 16 Ayurvedic ingredients which enhances complexion
and cures discoloration of skin
Fair amp Lovely Winter Fairness Cream
Fair amp Lovely Winter fairness is the fairness cream for the winter season It contains
Multivitamins and Active Moisturizers that offers fairness with benefits of cold cream
Fair amp Lovely Anti-marks Cream
Fair amp Lovely Anti-marks which contains proven Ayurvedic ingredients including Neem
Chandan Brahmi that creates a wonderful formulation for pimple spots helps to give a fair clear
and even-toned skinIt is targeted towards young teenage girls with a dominant fairness problem
of pimple marks
Fair amp Lovely MAX Fairness Cream
Fair amp Lovely MAX Fairness is the fairness cream for men It contains Vitamin Complex and
UV filters that work intensely on tough male skin and helps to provide visible fairness spot
reduction and Triple sunscreen UV protection
3113 Packaging amp Labeling
Page 11 of 32
Special Packaging is the part of product strategy A beautiful packaging can attract more
attention of the customers and also to maintain the quality a product needs good packaging Fair
and lovely packaging is very good and they use nice color in their packaging The overall
aesthetic components of the brand such as color shape text graphics etc are set appropriately to
achieve the marketing objectives for the brand The vivid core color combination of white and
pink makes the packaging of the product attractive which helps it to achieve the objective of
identifying the brand by the people Moreover the pink color is feminine And also for the
fairness cream of men they use the dark color in the packaging By following the BSTI
ordinance 2000 the packaging and labeling of the fair amp lovely contains information such as
Brand Name Generic name Composition Ingredients Name of the manufacturer Full
Mailing Address of the original manufacturer Full Mailing Address of the distributor
Manufacturing date Expiry date Batch No Lot No Manufacturing License No Marketing
License No Maximum Retail Price Packaging quantity (Net Weight Volume) Direction for
use Importance Utility Standard Mark with BSTI symbol and Storage condition Cautions
3114 Levels of Products of Fair amp Lovely
Core Benefit Beautificationamp skin
Actual product Different types of fairness cream products of Fair amp Lovely brand and also the
packaging
Page 12 of 32
Expected product Good quality Fairness and Cleanliness etc
Augmented product Unique features such as best professional beauty treatment components
Ayurvedic ingredients etc
Potential product more fairness solutions with new ingredients
3121 Product Strategy of Tibet Snow
Kohinoor Chemical Co (BD) Ltd is the pioneer in manufacturing cosmetics toiletries soap and
perfume since 1956 Tibet Snow is one of the leading brands of KCCL which was launched as a
skin care cream in 1956
3122 Product Profile
Tibet Snow is an ideal all weather skin care cream for delicate skin Tibet Snow a mild skin care
cream is made from BP grade ingredients added with moisturizer emollient amp sufficient skin
nutrients It beautifies the skin through cleansing the skin naturally and leaves it soothing soft
and bright Tibet Snow is a pure preventive against roughness chapping and redness of the skin
caused due to heat or cold It is also an ideal skin cleanser after shave cream and make-up base
for beautification
3123 Packaging amp Labeling
Tibet Snow has 3 SKU (Store keeping Unit) for different customer segments Out of 3 SKU the
most popular SKU is Tibet Snow (Bottle)-50 gm The others SKU are the Tibet Snow (Tube)-
50gm and Tiber Snow (Tube)-25 gm It has the old-fashioned packaging designed by a
gentleman called Noor Ahmed in 1953 and titled Face and Hill The product has the green and
blue packaging with the picture of a young woman on the glass bottle that relates to its target
market The product has the blurb on the packaging ldquoan ideal after shaving and a perfect powder
baserdquo It has been observed that many of the important packaging information are properly
described on the labels carton and container
Page 13 of 32
3124 Levels of Products of Tibet Snow
Core Benefit Beautification amp skin care
Actual product Tibet snow and the packaging
Expected product Good quality Fairness and Cleanliness etc
Augmented product Unique features such as best professional beauty treatment components
Ayurvedic ingredients etc
Potential product more fairness solutions with new ingredients
Page 14 of 32
Page 15 of 32
Price
All of the four Prsquos are important for any business but among them pricing has a different value to the company Because among 4 Prsquos this is the only P which brings money back others are expenses for a company But they play very important rule to bring money back So it is very important for a company to fix proper price for their products or services If not the product may be devalued or be overvalued which will lead the company a serious loss or prevents them from having more profits
Fair amp Lovely As Fair amp Lovely is a product of Unilever which has a high brand value we think they use ldquo rdquo method for their product
Tibet Snow
321 Product price
Unilever ndash
Brand Product Name Size Price
Unilever
Fair amp Lovely 95Fair amp Lovely anti marks 50
MultivitaminBig 90Small 50
Max fairnessBig 95Small 55
White beauty Big 450
Page 16 of 32
Medium 250Small 165
Age miracleBig 1150Small 450
Kohinoor
Kohinoor Tibet snow 50
Company deliver goods by their delivery van to the retailer at Dhaka city and retailer get (9-11) commission beyond other facilities
Page 17 of 32
Place
3311 Unilever Distribution
Fair amp Lovely follows the distribution channel of Unilever Bangladesh Unilever has divided the whole of Bangladesh into five regions based on geography and sales volume The regions are
Central Metro Region (Dhaka Metro City) Central Outer Region (rest of Dhaka Division) Eastern Region (Chittagong and Sylhet division) Northern Region (Rajshahi Division) Southern Region (Khulna and Barisal Division)
Unilever has many distribution centers on regions with two or more areas headed by the area manager who reports to the regional manager Each area with more than one territories headed by the territory manager There are also sales supervisors distributorrsquos sales representatives cashiers and deliverymen
Unilever Bangladesh Limited reaches all sorts of markets on at least twice a week basis and tries to deliver products directly They serve markets in urban areas Sub-urban areas (small towns) and rural markets The types of outlets that are covered directly are
Grocer stores Wholesalers
Page 18 of 32
General stores Cosmetic stores Self Service Stores
There are retailers selling Unilever products but not served directly especially small retailers in the deep rural areas like Chittagong hill tracks are served by the wholesalers The wholesalers have special consideration and get importance from the company as the company does special trade promotional activities specially or the wholesalers
So the distribution channel looks like-
Figure Channel structure of UBL
3312 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors wholesaler and retailers on this diagram
3313 Three types of channels
There are 700000 outlets which were grouped into 27 different channels Among these 27 different channels 9 have been formalized for development These channels consist of both urban and rural areas
3314 Priority channel
Priority channels are existing traditional channels running countrywide This channel consists of urban and rural areas The priority channel is categorized into six different store formats They are
1048766 Urban General Store (UGS) Urban general store are stores located in urban residential or market areas They are permanent in nature They usually sell HPC items with other essential items
Page 19 of 32
1048766 Urban Neighborhood Grocer (UNG) These are normally located in urban residential area They are also permanent in structure sells non branded food items with a little range of HPC product They are more like the convenience store
1048766 Urban Wet Market Grocer (UWMG) It is located in wet market areas They usually stand in clusters These stores are structured in permanent way There is no counter in the store the shopkeeper usually operates it from the godi This channel basically sells non branded commodity and grocery items and HPC items
1048766 Urban HPC tong These are temporary structured stores which sells tea and bakery items People normally come here to have tea and social gathering It is found in both residential and commercial area The structure of these channels is temporary This channel basically sells non branded commodity and food items and few HPC items
1048766 Rural Neighborhood Grocer (RNG) This is located in rural residential areas where people come for top-up purchase The store basically made of tin or wooden structure Normally one person handles the store but assistantsrsquo can be seen sometimes
1048766 Rural Wet Market Grocer (RWMG) These stores are located in rural hat and wet market area It is generally found in clusters The Channel basically sells grocery dairy and HPC items Mid to lower income shoppers are the main customers of this channel
3315 Emerging channel
The emerging channels are channels identified with unique characteristics which cannot be categorize in priority channel They are different in terms of structure shopper and product category Three types of channels have been identified under this category They are described below
1048766 Shopping complex Shopping complex is located in urban areas generally on the roadside of prominent roads Outlets are permanent in structure found in clusters generally under one roof or similar demarcation Basically sell all sorts of fashion and HPC items There are 23400 stores under shopping complex running countrywide
1048766 Self Service Store These stores are starting to emerge from 1999 It started with very few in numbers and now increased up to 62 These stores are permanent in structure have significantly large space where all sorts of products are assorted under one roof Both male and female from mid to higher income groups shop from here These stores sell all kind of products
1048766 Rural cosmetic store Rural cosmetic stores are located in rural market area especially on the roadside This emerging channel has some significance because of its increasing demands The structure and decoration of the store are quite developed for the rural area These stores dominated by female shoppers because it sells personal products As said earlier channels are created to focus on different categories of products different set of needs of buyers and to ease the marketing strategy taken by the company Based on the channels Unilever decides what type of aid to provide to which category they also take
Page 20 of 32
effective measures to ensure the SKU level in each channel To increase the sales and to gain major market share Unilever has taken different measures to enhance the channels in so many different ways
3321 Tibet Snow
Sets of interdependent organizations involved in the process of making a product or service available for consumptions are called Marketing Channels It is very important for a company to determine the right channel for their product If not retailer may refuse to cooperative properly or consumer may not feel good at the time of purchasing the product or services
Now we will talk about the distribution channel of Tibet snow-
The channel Kohinoor uses Tibet snow is exactly the same as other FMCG products they have So we will discuss the distribution channel of Kohinoor to understand the distribution channel of Tibet snow
Kohinoor has five distribution channel called ldquoDipordquo throughout the country and these are-
Chittagong
Barisal
Khulna
Bogura
Dhaka
Apart from these they have so many distribution centers all over the country At these divisions or subdivisions they have Sales team Sales representatives Territory Sales Manager Assistant Territory Sales Managers DSO and RM who works for the distribution channel and owned and assigned by the company So the distribution channel looks like-
Page 21 of 32
They use their sales Representatives to collects orders from their retailors and then give the ordering list to the distributors These Sales representatives are the company people And when the distributors get the order they deliver the product to the consumer through their delivery people and these are not company owned employee
3322 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors and retailers are intermediaries on this diagram
3323 Push Strategy
As we all know push strategy means using the manufacturerrsquos sales force trade promotion or other means to induce intermediaries to carry promote and sell the product and after analyzing the strategy of Tibet I found they are using push strategy for their product Because-
They are using own Sales people for taking order
They are giving incentives to the retailers and distributors
Less mass media promotional activities
Page 22 of 32
Manufacturer
Distributors
Retailors
Consumers
Page 23 of 32
PromotionPage 24 of 32
Promotion is a marketing act with the intention of encouraging the sale of a good or service to
their target market For example product promotion performed by a typical business might take
the form of advertising the product in question via print or Internet ads direct mail or e-
mail letters and personal sales calls TV and radio ads billboards posters and flyers
341 Promotion of Fair amp lovely
Communication mix
Marketers try to position products as appropriate for group
activities Fair and lovelies advertisement provides
information to influence typically show members of a
group using product The message generally unstained is
that lsquoThis people was dark they use the product and
become brightrsquo So they try to communicate their targeted
market by using example Day by day they pick up the
reality in the society and use as examples which help to
sticks their target market So to promote their product as well as sales fair and lovely uses all the
media by which it can communicate the target market
3411 Advertising
Page 25 of 32
First if we think about Television media fair and lovely regularly introduce new advertisements
with new concepts As their target market love to follow models so they use beautiful models
and create a sense that if you use the product you will be like the model This is so influential to
their target market Fair lovely has placed TV added quite frequently during the change of their
product line Now came to the newspaper fair and lovely introduce their product and its positive
effect there and communicate their consumer They use the most noticeable place in newspaper
which highly attracts young generation and beauty conscious people But they donrsquot do it
frequently Fair and lovely is giving their advertisement effectively to some magazines In
magazines the usual place of fair and lovely in the front page and news Paper it shown in the
middle
There are also some billboards that are shown in the different areas of Dhaka city and some
high ways to reminder the consumer about the product and itrsquos effective because big in size
colorful and people canrsquot avoid it
3412 Sales promotion
Fair and lovely introduce a meter for measuring the fairness after using their product They also
provide a condition that it needs to use twice a day for observing the effect So consumer need to
use the product more which helps to increase in sales
Other tactics like ldquo20 extra More value for same costrdquo has worked wonderfully well On the
other hand Fair and lovely do some sponsorship especially where they have their targeted
market By the sponsorship fair and lovely provide knowledge about product which helps to
increase their sales
Page 26 of 32
3413 Product Promotion
Continuous innovation helps to attract the market and enlarge the market So fair and lovely
continuously introduce new product which makes them the market leader in Bangladesh There
promotional product like
Fair amp Lovely ndash Anti Marks for Blemish-less Fair
Skin
Fair amp Lovely ndash Ayurvedic Balance
Fair amp Lovely ndash Multi Vitamin for Clear Fair Skin
Fair amp Lovely ndash Max Fairness for Men
They also make some change in packaging and
labeling for the promoting product
3414 Brand Promotion
Page 27 of 32
Fair and lovely promote their brand by changing their product quality packaging and logo which
creates more attraction towards its targeted markets
342 Promotion of Tibet snow
Communication mix
Kohinoor Chemical targeted rural people as well as urban
people So the marketers of Tibet Snow positioned it as an
affordable cream that keeps skin fresh and young for a long
time They make a commitment that by using Tibet snow
consumer is able to keeps their skin fresh and young in
every season over the year
3421 Advertising
Kohinoor is giving less emphasis on Tibet Snow in terms of
television media for promoting their products because
they are now concentrating more on their other
products like- am pm toothpaste Sandalina soap But
Page 28 of 32
still they have limited number of advertisement telecasted in a limited time Beside this they are
using Fm radio as a media to promote Tibet snow They also provide some advertisement in the
newspaper and provide some posters in the bill boards but till in a very limited number They
also use bill board for advertisement
3422 Public Relation
Tibet Snow has good relationship with their agents and partners which also helped to develop
their public relation In a word they have positive public relationship
3423 Personal sales
Tibet snow uses distribution channel for distributing their products so right now they donrsquot have
any personal selling
3424 Sales promotion
Tibet snow like B2B more than the B2C So to promote the sales Tibet snow makes an offering
for retailers The offer is like if a retailer buy one dozen or 12 pcs then they will provide one pc
Tibet snow free By this offer they raise the interest of distributers and sales more They also
have offers for their distributors They usually give 3 sales commission but there are certain
cases where they gave 1 extra commission For example if the distributor need more
transportation cost due to the remote area then they will get this 1 extra commission
Page 29 of 32
Chapter Four
Conclusion
Page 30 of 32
Conclusion
In terms of marketing mix Fair amp Lovely is doing quiet good but Tibet is not up to the mark
After analyzing the current situation of these two brand in Bangladesh it is clear that Fair amp
Lovely is doing all possible innovations diversifications and brand building activities where
Tibet is not bringing any kind of product diversifications innovations even they are not updating
their packaging and proper communications But even then Tibet has good sales and it has good
demand in the market since the beginning On the other hand after doing all sorts of marketing
mix properly Fair amp Lovely also have good sales and they are the market leader in Bangladeshi
fairness market So to increase their market share Tibet has to increase more communications try
Page 31 of 32
to do more brand building activities where as Fair amp Lovely just have continue this scale of
activities very carefully and has to keep very sharp eyes into the PR activities
References
Websiteso httpwwwbangladeshdircomwebscatalogunilever_bangladeshhtml
o httpwwwunilevercombdaboutusintroductiontounileverbangladesh
ourhistoryo httpwwwslidesharenetspvnfairamplovelyfair-amp-lovely-fairness-cream-a-
crisis-for-unilever-bangladesho httpenwikipediaorgwikiMarketing_mix
o Hossain Mohammad Jakir Executive Kohinoor Chemical Company Limited
Page 32 of 32
Chapter Three
Marketing Mix
Page 8 of 32
Page 9 of 32
Product
3111 Product Strategy of Fairamp Lovely
Unilever has a portfolio of about 400 brands globally However many of these are local that can
only be found in certain countries eg Fair amp Lovely In Bangladesh existing brands of
Unilever are categorized in different sections In the skin care section Fair amp Lovely is one of
the renowned brands of Unilever Bangladesh
3112 Product Profile
Fair amp Lovely is the first fairness cream in the world which was developed in 1975 It
understands that different people have different fairness needs based on age or skin type and
therefore offers expert fairness solutions relevant to different consumer needs For the fairness
solution it has four types of products for the female and one type of product for the male under
the brand name of Fair amp Lovely
Fair amp Lovely Multivitamin Cream
Page 10 of 32
Fair amp Lovely
Fair amp Lovely Multivitamin
Cream
Fair amp Lovely Ayurvedic Care
Cream
Fair amp Lovely Winter Fairness
Cream
Fair amp Lovely Anti-marks
Cream
Fair amp Lovely MAX Fairness
Cream
Fair amp Lovely Multivitamin offers superior fairness benefit of clear fairness with the Tri-Fair
Vitamin Complex In the year of 2012 it has launched new Fair and Lovely Advanced Multi
Vitamin Fairness Cream that equals the best professional beauty treatment such as antioxidant
laser vitamin mask face polish and face peel but without bleach or harmful chemicals that can
damage the skin
Fair amp Lovely Ayurvedic Care Cream
Fair amp Lovely Ayurvedic Fairness Cream brings in the fairness secrets of ancient Ayurveda that
provides Nourishment Protection and Purification It is enriched with the magical Ayurvedic
blend of Kumkumadi Oil ndash a mixture of 16 Ayurvedic ingredients which enhances complexion
and cures discoloration of skin
Fair amp Lovely Winter Fairness Cream
Fair amp Lovely Winter fairness is the fairness cream for the winter season It contains
Multivitamins and Active Moisturizers that offers fairness with benefits of cold cream
Fair amp Lovely Anti-marks Cream
Fair amp Lovely Anti-marks which contains proven Ayurvedic ingredients including Neem
Chandan Brahmi that creates a wonderful formulation for pimple spots helps to give a fair clear
and even-toned skinIt is targeted towards young teenage girls with a dominant fairness problem
of pimple marks
Fair amp Lovely MAX Fairness Cream
Fair amp Lovely MAX Fairness is the fairness cream for men It contains Vitamin Complex and
UV filters that work intensely on tough male skin and helps to provide visible fairness spot
reduction and Triple sunscreen UV protection
3113 Packaging amp Labeling
Page 11 of 32
Special Packaging is the part of product strategy A beautiful packaging can attract more
attention of the customers and also to maintain the quality a product needs good packaging Fair
and lovely packaging is very good and they use nice color in their packaging The overall
aesthetic components of the brand such as color shape text graphics etc are set appropriately to
achieve the marketing objectives for the brand The vivid core color combination of white and
pink makes the packaging of the product attractive which helps it to achieve the objective of
identifying the brand by the people Moreover the pink color is feminine And also for the
fairness cream of men they use the dark color in the packaging By following the BSTI
ordinance 2000 the packaging and labeling of the fair amp lovely contains information such as
Brand Name Generic name Composition Ingredients Name of the manufacturer Full
Mailing Address of the original manufacturer Full Mailing Address of the distributor
Manufacturing date Expiry date Batch No Lot No Manufacturing License No Marketing
License No Maximum Retail Price Packaging quantity (Net Weight Volume) Direction for
use Importance Utility Standard Mark with BSTI symbol and Storage condition Cautions
3114 Levels of Products of Fair amp Lovely
Core Benefit Beautificationamp skin
Actual product Different types of fairness cream products of Fair amp Lovely brand and also the
packaging
Page 12 of 32
Expected product Good quality Fairness and Cleanliness etc
Augmented product Unique features such as best professional beauty treatment components
Ayurvedic ingredients etc
Potential product more fairness solutions with new ingredients
3121 Product Strategy of Tibet Snow
Kohinoor Chemical Co (BD) Ltd is the pioneer in manufacturing cosmetics toiletries soap and
perfume since 1956 Tibet Snow is one of the leading brands of KCCL which was launched as a
skin care cream in 1956
3122 Product Profile
Tibet Snow is an ideal all weather skin care cream for delicate skin Tibet Snow a mild skin care
cream is made from BP grade ingredients added with moisturizer emollient amp sufficient skin
nutrients It beautifies the skin through cleansing the skin naturally and leaves it soothing soft
and bright Tibet Snow is a pure preventive against roughness chapping and redness of the skin
caused due to heat or cold It is also an ideal skin cleanser after shave cream and make-up base
for beautification
3123 Packaging amp Labeling
Tibet Snow has 3 SKU (Store keeping Unit) for different customer segments Out of 3 SKU the
most popular SKU is Tibet Snow (Bottle)-50 gm The others SKU are the Tibet Snow (Tube)-
50gm and Tiber Snow (Tube)-25 gm It has the old-fashioned packaging designed by a
gentleman called Noor Ahmed in 1953 and titled Face and Hill The product has the green and
blue packaging with the picture of a young woman on the glass bottle that relates to its target
market The product has the blurb on the packaging ldquoan ideal after shaving and a perfect powder
baserdquo It has been observed that many of the important packaging information are properly
described on the labels carton and container
Page 13 of 32
3124 Levels of Products of Tibet Snow
Core Benefit Beautification amp skin care
Actual product Tibet snow and the packaging
Expected product Good quality Fairness and Cleanliness etc
Augmented product Unique features such as best professional beauty treatment components
Ayurvedic ingredients etc
Potential product more fairness solutions with new ingredients
Page 14 of 32
Page 15 of 32
Price
All of the four Prsquos are important for any business but among them pricing has a different value to the company Because among 4 Prsquos this is the only P which brings money back others are expenses for a company But they play very important rule to bring money back So it is very important for a company to fix proper price for their products or services If not the product may be devalued or be overvalued which will lead the company a serious loss or prevents them from having more profits
Fair amp Lovely As Fair amp Lovely is a product of Unilever which has a high brand value we think they use ldquo rdquo method for their product
Tibet Snow
321 Product price
Unilever ndash
Brand Product Name Size Price
Unilever
Fair amp Lovely 95Fair amp Lovely anti marks 50
MultivitaminBig 90Small 50
Max fairnessBig 95Small 55
White beauty Big 450
Page 16 of 32
Medium 250Small 165
Age miracleBig 1150Small 450
Kohinoor
Kohinoor Tibet snow 50
Company deliver goods by their delivery van to the retailer at Dhaka city and retailer get (9-11) commission beyond other facilities
Page 17 of 32
Place
3311 Unilever Distribution
Fair amp Lovely follows the distribution channel of Unilever Bangladesh Unilever has divided the whole of Bangladesh into five regions based on geography and sales volume The regions are
Central Metro Region (Dhaka Metro City) Central Outer Region (rest of Dhaka Division) Eastern Region (Chittagong and Sylhet division) Northern Region (Rajshahi Division) Southern Region (Khulna and Barisal Division)
Unilever has many distribution centers on regions with two or more areas headed by the area manager who reports to the regional manager Each area with more than one territories headed by the territory manager There are also sales supervisors distributorrsquos sales representatives cashiers and deliverymen
Unilever Bangladesh Limited reaches all sorts of markets on at least twice a week basis and tries to deliver products directly They serve markets in urban areas Sub-urban areas (small towns) and rural markets The types of outlets that are covered directly are
Grocer stores Wholesalers
Page 18 of 32
General stores Cosmetic stores Self Service Stores
There are retailers selling Unilever products but not served directly especially small retailers in the deep rural areas like Chittagong hill tracks are served by the wholesalers The wholesalers have special consideration and get importance from the company as the company does special trade promotional activities specially or the wholesalers
So the distribution channel looks like-
Figure Channel structure of UBL
3312 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors wholesaler and retailers on this diagram
3313 Three types of channels
There are 700000 outlets which were grouped into 27 different channels Among these 27 different channels 9 have been formalized for development These channels consist of both urban and rural areas
3314 Priority channel
Priority channels are existing traditional channels running countrywide This channel consists of urban and rural areas The priority channel is categorized into six different store formats They are
1048766 Urban General Store (UGS) Urban general store are stores located in urban residential or market areas They are permanent in nature They usually sell HPC items with other essential items
Page 19 of 32
1048766 Urban Neighborhood Grocer (UNG) These are normally located in urban residential area They are also permanent in structure sells non branded food items with a little range of HPC product They are more like the convenience store
1048766 Urban Wet Market Grocer (UWMG) It is located in wet market areas They usually stand in clusters These stores are structured in permanent way There is no counter in the store the shopkeeper usually operates it from the godi This channel basically sells non branded commodity and grocery items and HPC items
1048766 Urban HPC tong These are temporary structured stores which sells tea and bakery items People normally come here to have tea and social gathering It is found in both residential and commercial area The structure of these channels is temporary This channel basically sells non branded commodity and food items and few HPC items
1048766 Rural Neighborhood Grocer (RNG) This is located in rural residential areas where people come for top-up purchase The store basically made of tin or wooden structure Normally one person handles the store but assistantsrsquo can be seen sometimes
1048766 Rural Wet Market Grocer (RWMG) These stores are located in rural hat and wet market area It is generally found in clusters The Channel basically sells grocery dairy and HPC items Mid to lower income shoppers are the main customers of this channel
3315 Emerging channel
The emerging channels are channels identified with unique characteristics which cannot be categorize in priority channel They are different in terms of structure shopper and product category Three types of channels have been identified under this category They are described below
1048766 Shopping complex Shopping complex is located in urban areas generally on the roadside of prominent roads Outlets are permanent in structure found in clusters generally under one roof or similar demarcation Basically sell all sorts of fashion and HPC items There are 23400 stores under shopping complex running countrywide
1048766 Self Service Store These stores are starting to emerge from 1999 It started with very few in numbers and now increased up to 62 These stores are permanent in structure have significantly large space where all sorts of products are assorted under one roof Both male and female from mid to higher income groups shop from here These stores sell all kind of products
1048766 Rural cosmetic store Rural cosmetic stores are located in rural market area especially on the roadside This emerging channel has some significance because of its increasing demands The structure and decoration of the store are quite developed for the rural area These stores dominated by female shoppers because it sells personal products As said earlier channels are created to focus on different categories of products different set of needs of buyers and to ease the marketing strategy taken by the company Based on the channels Unilever decides what type of aid to provide to which category they also take
Page 20 of 32
effective measures to ensure the SKU level in each channel To increase the sales and to gain major market share Unilever has taken different measures to enhance the channels in so many different ways
3321 Tibet Snow
Sets of interdependent organizations involved in the process of making a product or service available for consumptions are called Marketing Channels It is very important for a company to determine the right channel for their product If not retailer may refuse to cooperative properly or consumer may not feel good at the time of purchasing the product or services
Now we will talk about the distribution channel of Tibet snow-
The channel Kohinoor uses Tibet snow is exactly the same as other FMCG products they have So we will discuss the distribution channel of Kohinoor to understand the distribution channel of Tibet snow
Kohinoor has five distribution channel called ldquoDipordquo throughout the country and these are-
Chittagong
Barisal
Khulna
Bogura
Dhaka
Apart from these they have so many distribution centers all over the country At these divisions or subdivisions they have Sales team Sales representatives Territory Sales Manager Assistant Territory Sales Managers DSO and RM who works for the distribution channel and owned and assigned by the company So the distribution channel looks like-
Page 21 of 32
They use their sales Representatives to collects orders from their retailors and then give the ordering list to the distributors These Sales representatives are the company people And when the distributors get the order they deliver the product to the consumer through their delivery people and these are not company owned employee
3322 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors and retailers are intermediaries on this diagram
3323 Push Strategy
As we all know push strategy means using the manufacturerrsquos sales force trade promotion or other means to induce intermediaries to carry promote and sell the product and after analyzing the strategy of Tibet I found they are using push strategy for their product Because-
They are using own Sales people for taking order
They are giving incentives to the retailers and distributors
Less mass media promotional activities
Page 22 of 32
Manufacturer
Distributors
Retailors
Consumers
Page 23 of 32
PromotionPage 24 of 32
Promotion is a marketing act with the intention of encouraging the sale of a good or service to
their target market For example product promotion performed by a typical business might take
the form of advertising the product in question via print or Internet ads direct mail or e-
mail letters and personal sales calls TV and radio ads billboards posters and flyers
341 Promotion of Fair amp lovely
Communication mix
Marketers try to position products as appropriate for group
activities Fair and lovelies advertisement provides
information to influence typically show members of a
group using product The message generally unstained is
that lsquoThis people was dark they use the product and
become brightrsquo So they try to communicate their targeted
market by using example Day by day they pick up the
reality in the society and use as examples which help to
sticks their target market So to promote their product as well as sales fair and lovely uses all the
media by which it can communicate the target market
3411 Advertising
Page 25 of 32
First if we think about Television media fair and lovely regularly introduce new advertisements
with new concepts As their target market love to follow models so they use beautiful models
and create a sense that if you use the product you will be like the model This is so influential to
their target market Fair lovely has placed TV added quite frequently during the change of their
product line Now came to the newspaper fair and lovely introduce their product and its positive
effect there and communicate their consumer They use the most noticeable place in newspaper
which highly attracts young generation and beauty conscious people But they donrsquot do it
frequently Fair and lovely is giving their advertisement effectively to some magazines In
magazines the usual place of fair and lovely in the front page and news Paper it shown in the
middle
There are also some billboards that are shown in the different areas of Dhaka city and some
high ways to reminder the consumer about the product and itrsquos effective because big in size
colorful and people canrsquot avoid it
3412 Sales promotion
Fair and lovely introduce a meter for measuring the fairness after using their product They also
provide a condition that it needs to use twice a day for observing the effect So consumer need to
use the product more which helps to increase in sales
Other tactics like ldquo20 extra More value for same costrdquo has worked wonderfully well On the
other hand Fair and lovely do some sponsorship especially where they have their targeted
market By the sponsorship fair and lovely provide knowledge about product which helps to
increase their sales
Page 26 of 32
3413 Product Promotion
Continuous innovation helps to attract the market and enlarge the market So fair and lovely
continuously introduce new product which makes them the market leader in Bangladesh There
promotional product like
Fair amp Lovely ndash Anti Marks for Blemish-less Fair
Skin
Fair amp Lovely ndash Ayurvedic Balance
Fair amp Lovely ndash Multi Vitamin for Clear Fair Skin
Fair amp Lovely ndash Max Fairness for Men
They also make some change in packaging and
labeling for the promoting product
3414 Brand Promotion
Page 27 of 32
Fair and lovely promote their brand by changing their product quality packaging and logo which
creates more attraction towards its targeted markets
342 Promotion of Tibet snow
Communication mix
Kohinoor Chemical targeted rural people as well as urban
people So the marketers of Tibet Snow positioned it as an
affordable cream that keeps skin fresh and young for a long
time They make a commitment that by using Tibet snow
consumer is able to keeps their skin fresh and young in
every season over the year
3421 Advertising
Kohinoor is giving less emphasis on Tibet Snow in terms of
television media for promoting their products because
they are now concentrating more on their other
products like- am pm toothpaste Sandalina soap But
Page 28 of 32
still they have limited number of advertisement telecasted in a limited time Beside this they are
using Fm radio as a media to promote Tibet snow They also provide some advertisement in the
newspaper and provide some posters in the bill boards but till in a very limited number They
also use bill board for advertisement
3422 Public Relation
Tibet Snow has good relationship with their agents and partners which also helped to develop
their public relation In a word they have positive public relationship
3423 Personal sales
Tibet snow uses distribution channel for distributing their products so right now they donrsquot have
any personal selling
3424 Sales promotion
Tibet snow like B2B more than the B2C So to promote the sales Tibet snow makes an offering
for retailers The offer is like if a retailer buy one dozen or 12 pcs then they will provide one pc
Tibet snow free By this offer they raise the interest of distributers and sales more They also
have offers for their distributors They usually give 3 sales commission but there are certain
cases where they gave 1 extra commission For example if the distributor need more
transportation cost due to the remote area then they will get this 1 extra commission
Page 29 of 32
Chapter Four
Conclusion
Page 30 of 32
Conclusion
In terms of marketing mix Fair amp Lovely is doing quiet good but Tibet is not up to the mark
After analyzing the current situation of these two brand in Bangladesh it is clear that Fair amp
Lovely is doing all possible innovations diversifications and brand building activities where
Tibet is not bringing any kind of product diversifications innovations even they are not updating
their packaging and proper communications But even then Tibet has good sales and it has good
demand in the market since the beginning On the other hand after doing all sorts of marketing
mix properly Fair amp Lovely also have good sales and they are the market leader in Bangladeshi
fairness market So to increase their market share Tibet has to increase more communications try
Page 31 of 32
to do more brand building activities where as Fair amp Lovely just have continue this scale of
activities very carefully and has to keep very sharp eyes into the PR activities
References
Websiteso httpwwwbangladeshdircomwebscatalogunilever_bangladeshhtml
o httpwwwunilevercombdaboutusintroductiontounileverbangladesh
ourhistoryo httpwwwslidesharenetspvnfairamplovelyfair-amp-lovely-fairness-cream-a-
crisis-for-unilever-bangladesho httpenwikipediaorgwikiMarketing_mix
o Hossain Mohammad Jakir Executive Kohinoor Chemical Company Limited
Page 32 of 32
Page 9 of 32
Product
3111 Product Strategy of Fairamp Lovely
Unilever has a portfolio of about 400 brands globally However many of these are local that can
only be found in certain countries eg Fair amp Lovely In Bangladesh existing brands of
Unilever are categorized in different sections In the skin care section Fair amp Lovely is one of
the renowned brands of Unilever Bangladesh
3112 Product Profile
Fair amp Lovely is the first fairness cream in the world which was developed in 1975 It
understands that different people have different fairness needs based on age or skin type and
therefore offers expert fairness solutions relevant to different consumer needs For the fairness
solution it has four types of products for the female and one type of product for the male under
the brand name of Fair amp Lovely
Fair amp Lovely Multivitamin Cream
Page 10 of 32
Fair amp Lovely
Fair amp Lovely Multivitamin
Cream
Fair amp Lovely Ayurvedic Care
Cream
Fair amp Lovely Winter Fairness
Cream
Fair amp Lovely Anti-marks
Cream
Fair amp Lovely MAX Fairness
Cream
Fair amp Lovely Multivitamin offers superior fairness benefit of clear fairness with the Tri-Fair
Vitamin Complex In the year of 2012 it has launched new Fair and Lovely Advanced Multi
Vitamin Fairness Cream that equals the best professional beauty treatment such as antioxidant
laser vitamin mask face polish and face peel but without bleach or harmful chemicals that can
damage the skin
Fair amp Lovely Ayurvedic Care Cream
Fair amp Lovely Ayurvedic Fairness Cream brings in the fairness secrets of ancient Ayurveda that
provides Nourishment Protection and Purification It is enriched with the magical Ayurvedic
blend of Kumkumadi Oil ndash a mixture of 16 Ayurvedic ingredients which enhances complexion
and cures discoloration of skin
Fair amp Lovely Winter Fairness Cream
Fair amp Lovely Winter fairness is the fairness cream for the winter season It contains
Multivitamins and Active Moisturizers that offers fairness with benefits of cold cream
Fair amp Lovely Anti-marks Cream
Fair amp Lovely Anti-marks which contains proven Ayurvedic ingredients including Neem
Chandan Brahmi that creates a wonderful formulation for pimple spots helps to give a fair clear
and even-toned skinIt is targeted towards young teenage girls with a dominant fairness problem
of pimple marks
Fair amp Lovely MAX Fairness Cream
Fair amp Lovely MAX Fairness is the fairness cream for men It contains Vitamin Complex and
UV filters that work intensely on tough male skin and helps to provide visible fairness spot
reduction and Triple sunscreen UV protection
3113 Packaging amp Labeling
Page 11 of 32
Special Packaging is the part of product strategy A beautiful packaging can attract more
attention of the customers and also to maintain the quality a product needs good packaging Fair
and lovely packaging is very good and they use nice color in their packaging The overall
aesthetic components of the brand such as color shape text graphics etc are set appropriately to
achieve the marketing objectives for the brand The vivid core color combination of white and
pink makes the packaging of the product attractive which helps it to achieve the objective of
identifying the brand by the people Moreover the pink color is feminine And also for the
fairness cream of men they use the dark color in the packaging By following the BSTI
ordinance 2000 the packaging and labeling of the fair amp lovely contains information such as
Brand Name Generic name Composition Ingredients Name of the manufacturer Full
Mailing Address of the original manufacturer Full Mailing Address of the distributor
Manufacturing date Expiry date Batch No Lot No Manufacturing License No Marketing
License No Maximum Retail Price Packaging quantity (Net Weight Volume) Direction for
use Importance Utility Standard Mark with BSTI symbol and Storage condition Cautions
3114 Levels of Products of Fair amp Lovely
Core Benefit Beautificationamp skin
Actual product Different types of fairness cream products of Fair amp Lovely brand and also the
packaging
Page 12 of 32
Expected product Good quality Fairness and Cleanliness etc
Augmented product Unique features such as best professional beauty treatment components
Ayurvedic ingredients etc
Potential product more fairness solutions with new ingredients
3121 Product Strategy of Tibet Snow
Kohinoor Chemical Co (BD) Ltd is the pioneer in manufacturing cosmetics toiletries soap and
perfume since 1956 Tibet Snow is one of the leading brands of KCCL which was launched as a
skin care cream in 1956
3122 Product Profile
Tibet Snow is an ideal all weather skin care cream for delicate skin Tibet Snow a mild skin care
cream is made from BP grade ingredients added with moisturizer emollient amp sufficient skin
nutrients It beautifies the skin through cleansing the skin naturally and leaves it soothing soft
and bright Tibet Snow is a pure preventive against roughness chapping and redness of the skin
caused due to heat or cold It is also an ideal skin cleanser after shave cream and make-up base
for beautification
3123 Packaging amp Labeling
Tibet Snow has 3 SKU (Store keeping Unit) for different customer segments Out of 3 SKU the
most popular SKU is Tibet Snow (Bottle)-50 gm The others SKU are the Tibet Snow (Tube)-
50gm and Tiber Snow (Tube)-25 gm It has the old-fashioned packaging designed by a
gentleman called Noor Ahmed in 1953 and titled Face and Hill The product has the green and
blue packaging with the picture of a young woman on the glass bottle that relates to its target
market The product has the blurb on the packaging ldquoan ideal after shaving and a perfect powder
baserdquo It has been observed that many of the important packaging information are properly
described on the labels carton and container
Page 13 of 32
3124 Levels of Products of Tibet Snow
Core Benefit Beautification amp skin care
Actual product Tibet snow and the packaging
Expected product Good quality Fairness and Cleanliness etc
Augmented product Unique features such as best professional beauty treatment components
Ayurvedic ingredients etc
Potential product more fairness solutions with new ingredients
Page 14 of 32
Page 15 of 32
Price
All of the four Prsquos are important for any business but among them pricing has a different value to the company Because among 4 Prsquos this is the only P which brings money back others are expenses for a company But they play very important rule to bring money back So it is very important for a company to fix proper price for their products or services If not the product may be devalued or be overvalued which will lead the company a serious loss or prevents them from having more profits
Fair amp Lovely As Fair amp Lovely is a product of Unilever which has a high brand value we think they use ldquo rdquo method for their product
Tibet Snow
321 Product price
Unilever ndash
Brand Product Name Size Price
Unilever
Fair amp Lovely 95Fair amp Lovely anti marks 50
MultivitaminBig 90Small 50
Max fairnessBig 95Small 55
White beauty Big 450
Page 16 of 32
Medium 250Small 165
Age miracleBig 1150Small 450
Kohinoor
Kohinoor Tibet snow 50
Company deliver goods by their delivery van to the retailer at Dhaka city and retailer get (9-11) commission beyond other facilities
Page 17 of 32
Place
3311 Unilever Distribution
Fair amp Lovely follows the distribution channel of Unilever Bangladesh Unilever has divided the whole of Bangladesh into five regions based on geography and sales volume The regions are
Central Metro Region (Dhaka Metro City) Central Outer Region (rest of Dhaka Division) Eastern Region (Chittagong and Sylhet division) Northern Region (Rajshahi Division) Southern Region (Khulna and Barisal Division)
Unilever has many distribution centers on regions with two or more areas headed by the area manager who reports to the regional manager Each area with more than one territories headed by the territory manager There are also sales supervisors distributorrsquos sales representatives cashiers and deliverymen
Unilever Bangladesh Limited reaches all sorts of markets on at least twice a week basis and tries to deliver products directly They serve markets in urban areas Sub-urban areas (small towns) and rural markets The types of outlets that are covered directly are
Grocer stores Wholesalers
Page 18 of 32
General stores Cosmetic stores Self Service Stores
There are retailers selling Unilever products but not served directly especially small retailers in the deep rural areas like Chittagong hill tracks are served by the wholesalers The wholesalers have special consideration and get importance from the company as the company does special trade promotional activities specially or the wholesalers
So the distribution channel looks like-
Figure Channel structure of UBL
3312 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors wholesaler and retailers on this diagram
3313 Three types of channels
There are 700000 outlets which were grouped into 27 different channels Among these 27 different channels 9 have been formalized for development These channels consist of both urban and rural areas
3314 Priority channel
Priority channels are existing traditional channels running countrywide This channel consists of urban and rural areas The priority channel is categorized into six different store formats They are
1048766 Urban General Store (UGS) Urban general store are stores located in urban residential or market areas They are permanent in nature They usually sell HPC items with other essential items
Page 19 of 32
1048766 Urban Neighborhood Grocer (UNG) These are normally located in urban residential area They are also permanent in structure sells non branded food items with a little range of HPC product They are more like the convenience store
1048766 Urban Wet Market Grocer (UWMG) It is located in wet market areas They usually stand in clusters These stores are structured in permanent way There is no counter in the store the shopkeeper usually operates it from the godi This channel basically sells non branded commodity and grocery items and HPC items
1048766 Urban HPC tong These are temporary structured stores which sells tea and bakery items People normally come here to have tea and social gathering It is found in both residential and commercial area The structure of these channels is temporary This channel basically sells non branded commodity and food items and few HPC items
1048766 Rural Neighborhood Grocer (RNG) This is located in rural residential areas where people come for top-up purchase The store basically made of tin or wooden structure Normally one person handles the store but assistantsrsquo can be seen sometimes
1048766 Rural Wet Market Grocer (RWMG) These stores are located in rural hat and wet market area It is generally found in clusters The Channel basically sells grocery dairy and HPC items Mid to lower income shoppers are the main customers of this channel
3315 Emerging channel
The emerging channels are channels identified with unique characteristics which cannot be categorize in priority channel They are different in terms of structure shopper and product category Three types of channels have been identified under this category They are described below
1048766 Shopping complex Shopping complex is located in urban areas generally on the roadside of prominent roads Outlets are permanent in structure found in clusters generally under one roof or similar demarcation Basically sell all sorts of fashion and HPC items There are 23400 stores under shopping complex running countrywide
1048766 Self Service Store These stores are starting to emerge from 1999 It started with very few in numbers and now increased up to 62 These stores are permanent in structure have significantly large space where all sorts of products are assorted under one roof Both male and female from mid to higher income groups shop from here These stores sell all kind of products
1048766 Rural cosmetic store Rural cosmetic stores are located in rural market area especially on the roadside This emerging channel has some significance because of its increasing demands The structure and decoration of the store are quite developed for the rural area These stores dominated by female shoppers because it sells personal products As said earlier channels are created to focus on different categories of products different set of needs of buyers and to ease the marketing strategy taken by the company Based on the channels Unilever decides what type of aid to provide to which category they also take
Page 20 of 32
effective measures to ensure the SKU level in each channel To increase the sales and to gain major market share Unilever has taken different measures to enhance the channels in so many different ways
3321 Tibet Snow
Sets of interdependent organizations involved in the process of making a product or service available for consumptions are called Marketing Channels It is very important for a company to determine the right channel for their product If not retailer may refuse to cooperative properly or consumer may not feel good at the time of purchasing the product or services
Now we will talk about the distribution channel of Tibet snow-
The channel Kohinoor uses Tibet snow is exactly the same as other FMCG products they have So we will discuss the distribution channel of Kohinoor to understand the distribution channel of Tibet snow
Kohinoor has five distribution channel called ldquoDipordquo throughout the country and these are-
Chittagong
Barisal
Khulna
Bogura
Dhaka
Apart from these they have so many distribution centers all over the country At these divisions or subdivisions they have Sales team Sales representatives Territory Sales Manager Assistant Territory Sales Managers DSO and RM who works for the distribution channel and owned and assigned by the company So the distribution channel looks like-
Page 21 of 32
They use their sales Representatives to collects orders from their retailors and then give the ordering list to the distributors These Sales representatives are the company people And when the distributors get the order they deliver the product to the consumer through their delivery people and these are not company owned employee
3322 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors and retailers are intermediaries on this diagram
3323 Push Strategy
As we all know push strategy means using the manufacturerrsquos sales force trade promotion or other means to induce intermediaries to carry promote and sell the product and after analyzing the strategy of Tibet I found they are using push strategy for their product Because-
They are using own Sales people for taking order
They are giving incentives to the retailers and distributors
Less mass media promotional activities
Page 22 of 32
Manufacturer
Distributors
Retailors
Consumers
Page 23 of 32
PromotionPage 24 of 32
Promotion is a marketing act with the intention of encouraging the sale of a good or service to
their target market For example product promotion performed by a typical business might take
the form of advertising the product in question via print or Internet ads direct mail or e-
mail letters and personal sales calls TV and radio ads billboards posters and flyers
341 Promotion of Fair amp lovely
Communication mix
Marketers try to position products as appropriate for group
activities Fair and lovelies advertisement provides
information to influence typically show members of a
group using product The message generally unstained is
that lsquoThis people was dark they use the product and
become brightrsquo So they try to communicate their targeted
market by using example Day by day they pick up the
reality in the society and use as examples which help to
sticks their target market So to promote their product as well as sales fair and lovely uses all the
media by which it can communicate the target market
3411 Advertising
Page 25 of 32
First if we think about Television media fair and lovely regularly introduce new advertisements
with new concepts As their target market love to follow models so they use beautiful models
and create a sense that if you use the product you will be like the model This is so influential to
their target market Fair lovely has placed TV added quite frequently during the change of their
product line Now came to the newspaper fair and lovely introduce their product and its positive
effect there and communicate their consumer They use the most noticeable place in newspaper
which highly attracts young generation and beauty conscious people But they donrsquot do it
frequently Fair and lovely is giving their advertisement effectively to some magazines In
magazines the usual place of fair and lovely in the front page and news Paper it shown in the
middle
There are also some billboards that are shown in the different areas of Dhaka city and some
high ways to reminder the consumer about the product and itrsquos effective because big in size
colorful and people canrsquot avoid it
3412 Sales promotion
Fair and lovely introduce a meter for measuring the fairness after using their product They also
provide a condition that it needs to use twice a day for observing the effect So consumer need to
use the product more which helps to increase in sales
Other tactics like ldquo20 extra More value for same costrdquo has worked wonderfully well On the
other hand Fair and lovely do some sponsorship especially where they have their targeted
market By the sponsorship fair and lovely provide knowledge about product which helps to
increase their sales
Page 26 of 32
3413 Product Promotion
Continuous innovation helps to attract the market and enlarge the market So fair and lovely
continuously introduce new product which makes them the market leader in Bangladesh There
promotional product like
Fair amp Lovely ndash Anti Marks for Blemish-less Fair
Skin
Fair amp Lovely ndash Ayurvedic Balance
Fair amp Lovely ndash Multi Vitamin for Clear Fair Skin
Fair amp Lovely ndash Max Fairness for Men
They also make some change in packaging and
labeling for the promoting product
3414 Brand Promotion
Page 27 of 32
Fair and lovely promote their brand by changing their product quality packaging and logo which
creates more attraction towards its targeted markets
342 Promotion of Tibet snow
Communication mix
Kohinoor Chemical targeted rural people as well as urban
people So the marketers of Tibet Snow positioned it as an
affordable cream that keeps skin fresh and young for a long
time They make a commitment that by using Tibet snow
consumer is able to keeps their skin fresh and young in
every season over the year
3421 Advertising
Kohinoor is giving less emphasis on Tibet Snow in terms of
television media for promoting their products because
they are now concentrating more on their other
products like- am pm toothpaste Sandalina soap But
Page 28 of 32
still they have limited number of advertisement telecasted in a limited time Beside this they are
using Fm radio as a media to promote Tibet snow They also provide some advertisement in the
newspaper and provide some posters in the bill boards but till in a very limited number They
also use bill board for advertisement
3422 Public Relation
Tibet Snow has good relationship with their agents and partners which also helped to develop
their public relation In a word they have positive public relationship
3423 Personal sales
Tibet snow uses distribution channel for distributing their products so right now they donrsquot have
any personal selling
3424 Sales promotion
Tibet snow like B2B more than the B2C So to promote the sales Tibet snow makes an offering
for retailers The offer is like if a retailer buy one dozen or 12 pcs then they will provide one pc
Tibet snow free By this offer they raise the interest of distributers and sales more They also
have offers for their distributors They usually give 3 sales commission but there are certain
cases where they gave 1 extra commission For example if the distributor need more
transportation cost due to the remote area then they will get this 1 extra commission
Page 29 of 32
Chapter Four
Conclusion
Page 30 of 32
Conclusion
In terms of marketing mix Fair amp Lovely is doing quiet good but Tibet is not up to the mark
After analyzing the current situation of these two brand in Bangladesh it is clear that Fair amp
Lovely is doing all possible innovations diversifications and brand building activities where
Tibet is not bringing any kind of product diversifications innovations even they are not updating
their packaging and proper communications But even then Tibet has good sales and it has good
demand in the market since the beginning On the other hand after doing all sorts of marketing
mix properly Fair amp Lovely also have good sales and they are the market leader in Bangladeshi
fairness market So to increase their market share Tibet has to increase more communications try
Page 31 of 32
to do more brand building activities where as Fair amp Lovely just have continue this scale of
activities very carefully and has to keep very sharp eyes into the PR activities
References
Websiteso httpwwwbangladeshdircomwebscatalogunilever_bangladeshhtml
o httpwwwunilevercombdaboutusintroductiontounileverbangladesh
ourhistoryo httpwwwslidesharenetspvnfairamplovelyfair-amp-lovely-fairness-cream-a-
crisis-for-unilever-bangladesho httpenwikipediaorgwikiMarketing_mix
o Hossain Mohammad Jakir Executive Kohinoor Chemical Company Limited
Page 32 of 32
Product
3111 Product Strategy of Fairamp Lovely
Unilever has a portfolio of about 400 brands globally However many of these are local that can
only be found in certain countries eg Fair amp Lovely In Bangladesh existing brands of
Unilever are categorized in different sections In the skin care section Fair amp Lovely is one of
the renowned brands of Unilever Bangladesh
3112 Product Profile
Fair amp Lovely is the first fairness cream in the world which was developed in 1975 It
understands that different people have different fairness needs based on age or skin type and
therefore offers expert fairness solutions relevant to different consumer needs For the fairness
solution it has four types of products for the female and one type of product for the male under
the brand name of Fair amp Lovely
Fair amp Lovely Multivitamin Cream
Page 10 of 32
Fair amp Lovely
Fair amp Lovely Multivitamin
Cream
Fair amp Lovely Ayurvedic Care
Cream
Fair amp Lovely Winter Fairness
Cream
Fair amp Lovely Anti-marks
Cream
Fair amp Lovely MAX Fairness
Cream
Fair amp Lovely Multivitamin offers superior fairness benefit of clear fairness with the Tri-Fair
Vitamin Complex In the year of 2012 it has launched new Fair and Lovely Advanced Multi
Vitamin Fairness Cream that equals the best professional beauty treatment such as antioxidant
laser vitamin mask face polish and face peel but without bleach or harmful chemicals that can
damage the skin
Fair amp Lovely Ayurvedic Care Cream
Fair amp Lovely Ayurvedic Fairness Cream brings in the fairness secrets of ancient Ayurveda that
provides Nourishment Protection and Purification It is enriched with the magical Ayurvedic
blend of Kumkumadi Oil ndash a mixture of 16 Ayurvedic ingredients which enhances complexion
and cures discoloration of skin
Fair amp Lovely Winter Fairness Cream
Fair amp Lovely Winter fairness is the fairness cream for the winter season It contains
Multivitamins and Active Moisturizers that offers fairness with benefits of cold cream
Fair amp Lovely Anti-marks Cream
Fair amp Lovely Anti-marks which contains proven Ayurvedic ingredients including Neem
Chandan Brahmi that creates a wonderful formulation for pimple spots helps to give a fair clear
and even-toned skinIt is targeted towards young teenage girls with a dominant fairness problem
of pimple marks
Fair amp Lovely MAX Fairness Cream
Fair amp Lovely MAX Fairness is the fairness cream for men It contains Vitamin Complex and
UV filters that work intensely on tough male skin and helps to provide visible fairness spot
reduction and Triple sunscreen UV protection
3113 Packaging amp Labeling
Page 11 of 32
Special Packaging is the part of product strategy A beautiful packaging can attract more
attention of the customers and also to maintain the quality a product needs good packaging Fair
and lovely packaging is very good and they use nice color in their packaging The overall
aesthetic components of the brand such as color shape text graphics etc are set appropriately to
achieve the marketing objectives for the brand The vivid core color combination of white and
pink makes the packaging of the product attractive which helps it to achieve the objective of
identifying the brand by the people Moreover the pink color is feminine And also for the
fairness cream of men they use the dark color in the packaging By following the BSTI
ordinance 2000 the packaging and labeling of the fair amp lovely contains information such as
Brand Name Generic name Composition Ingredients Name of the manufacturer Full
Mailing Address of the original manufacturer Full Mailing Address of the distributor
Manufacturing date Expiry date Batch No Lot No Manufacturing License No Marketing
License No Maximum Retail Price Packaging quantity (Net Weight Volume) Direction for
use Importance Utility Standard Mark with BSTI symbol and Storage condition Cautions
3114 Levels of Products of Fair amp Lovely
Core Benefit Beautificationamp skin
Actual product Different types of fairness cream products of Fair amp Lovely brand and also the
packaging
Page 12 of 32
Expected product Good quality Fairness and Cleanliness etc
Augmented product Unique features such as best professional beauty treatment components
Ayurvedic ingredients etc
Potential product more fairness solutions with new ingredients
3121 Product Strategy of Tibet Snow
Kohinoor Chemical Co (BD) Ltd is the pioneer in manufacturing cosmetics toiletries soap and
perfume since 1956 Tibet Snow is one of the leading brands of KCCL which was launched as a
skin care cream in 1956
3122 Product Profile
Tibet Snow is an ideal all weather skin care cream for delicate skin Tibet Snow a mild skin care
cream is made from BP grade ingredients added with moisturizer emollient amp sufficient skin
nutrients It beautifies the skin through cleansing the skin naturally and leaves it soothing soft
and bright Tibet Snow is a pure preventive against roughness chapping and redness of the skin
caused due to heat or cold It is also an ideal skin cleanser after shave cream and make-up base
for beautification
3123 Packaging amp Labeling
Tibet Snow has 3 SKU (Store keeping Unit) for different customer segments Out of 3 SKU the
most popular SKU is Tibet Snow (Bottle)-50 gm The others SKU are the Tibet Snow (Tube)-
50gm and Tiber Snow (Tube)-25 gm It has the old-fashioned packaging designed by a
gentleman called Noor Ahmed in 1953 and titled Face and Hill The product has the green and
blue packaging with the picture of a young woman on the glass bottle that relates to its target
market The product has the blurb on the packaging ldquoan ideal after shaving and a perfect powder
baserdquo It has been observed that many of the important packaging information are properly
described on the labels carton and container
Page 13 of 32
3124 Levels of Products of Tibet Snow
Core Benefit Beautification amp skin care
Actual product Tibet snow and the packaging
Expected product Good quality Fairness and Cleanliness etc
Augmented product Unique features such as best professional beauty treatment components
Ayurvedic ingredients etc
Potential product more fairness solutions with new ingredients
Page 14 of 32
Page 15 of 32
Price
All of the four Prsquos are important for any business but among them pricing has a different value to the company Because among 4 Prsquos this is the only P which brings money back others are expenses for a company But they play very important rule to bring money back So it is very important for a company to fix proper price for their products or services If not the product may be devalued or be overvalued which will lead the company a serious loss or prevents them from having more profits
Fair amp Lovely As Fair amp Lovely is a product of Unilever which has a high brand value we think they use ldquo rdquo method for their product
Tibet Snow
321 Product price
Unilever ndash
Brand Product Name Size Price
Unilever
Fair amp Lovely 95Fair amp Lovely anti marks 50
MultivitaminBig 90Small 50
Max fairnessBig 95Small 55
White beauty Big 450
Page 16 of 32
Medium 250Small 165
Age miracleBig 1150Small 450
Kohinoor
Kohinoor Tibet snow 50
Company deliver goods by their delivery van to the retailer at Dhaka city and retailer get (9-11) commission beyond other facilities
Page 17 of 32
Place
3311 Unilever Distribution
Fair amp Lovely follows the distribution channel of Unilever Bangladesh Unilever has divided the whole of Bangladesh into five regions based on geography and sales volume The regions are
Central Metro Region (Dhaka Metro City) Central Outer Region (rest of Dhaka Division) Eastern Region (Chittagong and Sylhet division) Northern Region (Rajshahi Division) Southern Region (Khulna and Barisal Division)
Unilever has many distribution centers on regions with two or more areas headed by the area manager who reports to the regional manager Each area with more than one territories headed by the territory manager There are also sales supervisors distributorrsquos sales representatives cashiers and deliverymen
Unilever Bangladesh Limited reaches all sorts of markets on at least twice a week basis and tries to deliver products directly They serve markets in urban areas Sub-urban areas (small towns) and rural markets The types of outlets that are covered directly are
Grocer stores Wholesalers
Page 18 of 32
General stores Cosmetic stores Self Service Stores
There are retailers selling Unilever products but not served directly especially small retailers in the deep rural areas like Chittagong hill tracks are served by the wholesalers The wholesalers have special consideration and get importance from the company as the company does special trade promotional activities specially or the wholesalers
So the distribution channel looks like-
Figure Channel structure of UBL
3312 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors wholesaler and retailers on this diagram
3313 Three types of channels
There are 700000 outlets which were grouped into 27 different channels Among these 27 different channels 9 have been formalized for development These channels consist of both urban and rural areas
3314 Priority channel
Priority channels are existing traditional channels running countrywide This channel consists of urban and rural areas The priority channel is categorized into six different store formats They are
1048766 Urban General Store (UGS) Urban general store are stores located in urban residential or market areas They are permanent in nature They usually sell HPC items with other essential items
Page 19 of 32
1048766 Urban Neighborhood Grocer (UNG) These are normally located in urban residential area They are also permanent in structure sells non branded food items with a little range of HPC product They are more like the convenience store
1048766 Urban Wet Market Grocer (UWMG) It is located in wet market areas They usually stand in clusters These stores are structured in permanent way There is no counter in the store the shopkeeper usually operates it from the godi This channel basically sells non branded commodity and grocery items and HPC items
1048766 Urban HPC tong These are temporary structured stores which sells tea and bakery items People normally come here to have tea and social gathering It is found in both residential and commercial area The structure of these channels is temporary This channel basically sells non branded commodity and food items and few HPC items
1048766 Rural Neighborhood Grocer (RNG) This is located in rural residential areas where people come for top-up purchase The store basically made of tin or wooden structure Normally one person handles the store but assistantsrsquo can be seen sometimes
1048766 Rural Wet Market Grocer (RWMG) These stores are located in rural hat and wet market area It is generally found in clusters The Channel basically sells grocery dairy and HPC items Mid to lower income shoppers are the main customers of this channel
3315 Emerging channel
The emerging channels are channels identified with unique characteristics which cannot be categorize in priority channel They are different in terms of structure shopper and product category Three types of channels have been identified under this category They are described below
1048766 Shopping complex Shopping complex is located in urban areas generally on the roadside of prominent roads Outlets are permanent in structure found in clusters generally under one roof or similar demarcation Basically sell all sorts of fashion and HPC items There are 23400 stores under shopping complex running countrywide
1048766 Self Service Store These stores are starting to emerge from 1999 It started with very few in numbers and now increased up to 62 These stores are permanent in structure have significantly large space where all sorts of products are assorted under one roof Both male and female from mid to higher income groups shop from here These stores sell all kind of products
1048766 Rural cosmetic store Rural cosmetic stores are located in rural market area especially on the roadside This emerging channel has some significance because of its increasing demands The structure and decoration of the store are quite developed for the rural area These stores dominated by female shoppers because it sells personal products As said earlier channels are created to focus on different categories of products different set of needs of buyers and to ease the marketing strategy taken by the company Based on the channels Unilever decides what type of aid to provide to which category they also take
Page 20 of 32
effective measures to ensure the SKU level in each channel To increase the sales and to gain major market share Unilever has taken different measures to enhance the channels in so many different ways
3321 Tibet Snow
Sets of interdependent organizations involved in the process of making a product or service available for consumptions are called Marketing Channels It is very important for a company to determine the right channel for their product If not retailer may refuse to cooperative properly or consumer may not feel good at the time of purchasing the product or services
Now we will talk about the distribution channel of Tibet snow-
The channel Kohinoor uses Tibet snow is exactly the same as other FMCG products they have So we will discuss the distribution channel of Kohinoor to understand the distribution channel of Tibet snow
Kohinoor has five distribution channel called ldquoDipordquo throughout the country and these are-
Chittagong
Barisal
Khulna
Bogura
Dhaka
Apart from these they have so many distribution centers all over the country At these divisions or subdivisions they have Sales team Sales representatives Territory Sales Manager Assistant Territory Sales Managers DSO and RM who works for the distribution channel and owned and assigned by the company So the distribution channel looks like-
Page 21 of 32
They use their sales Representatives to collects orders from their retailors and then give the ordering list to the distributors These Sales representatives are the company people And when the distributors get the order they deliver the product to the consumer through their delivery people and these are not company owned employee
3322 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors and retailers are intermediaries on this diagram
3323 Push Strategy
As we all know push strategy means using the manufacturerrsquos sales force trade promotion or other means to induce intermediaries to carry promote and sell the product and after analyzing the strategy of Tibet I found they are using push strategy for their product Because-
They are using own Sales people for taking order
They are giving incentives to the retailers and distributors
Less mass media promotional activities
Page 22 of 32
Manufacturer
Distributors
Retailors
Consumers
Page 23 of 32
PromotionPage 24 of 32
Promotion is a marketing act with the intention of encouraging the sale of a good or service to
their target market For example product promotion performed by a typical business might take
the form of advertising the product in question via print or Internet ads direct mail or e-
mail letters and personal sales calls TV and radio ads billboards posters and flyers
341 Promotion of Fair amp lovely
Communication mix
Marketers try to position products as appropriate for group
activities Fair and lovelies advertisement provides
information to influence typically show members of a
group using product The message generally unstained is
that lsquoThis people was dark they use the product and
become brightrsquo So they try to communicate their targeted
market by using example Day by day they pick up the
reality in the society and use as examples which help to
sticks their target market So to promote their product as well as sales fair and lovely uses all the
media by which it can communicate the target market
3411 Advertising
Page 25 of 32
First if we think about Television media fair and lovely regularly introduce new advertisements
with new concepts As their target market love to follow models so they use beautiful models
and create a sense that if you use the product you will be like the model This is so influential to
their target market Fair lovely has placed TV added quite frequently during the change of their
product line Now came to the newspaper fair and lovely introduce their product and its positive
effect there and communicate their consumer They use the most noticeable place in newspaper
which highly attracts young generation and beauty conscious people But they donrsquot do it
frequently Fair and lovely is giving their advertisement effectively to some magazines In
magazines the usual place of fair and lovely in the front page and news Paper it shown in the
middle
There are also some billboards that are shown in the different areas of Dhaka city and some
high ways to reminder the consumer about the product and itrsquos effective because big in size
colorful and people canrsquot avoid it
3412 Sales promotion
Fair and lovely introduce a meter for measuring the fairness after using their product They also
provide a condition that it needs to use twice a day for observing the effect So consumer need to
use the product more which helps to increase in sales
Other tactics like ldquo20 extra More value for same costrdquo has worked wonderfully well On the
other hand Fair and lovely do some sponsorship especially where they have their targeted
market By the sponsorship fair and lovely provide knowledge about product which helps to
increase their sales
Page 26 of 32
3413 Product Promotion
Continuous innovation helps to attract the market and enlarge the market So fair and lovely
continuously introduce new product which makes them the market leader in Bangladesh There
promotional product like
Fair amp Lovely ndash Anti Marks for Blemish-less Fair
Skin
Fair amp Lovely ndash Ayurvedic Balance
Fair amp Lovely ndash Multi Vitamin for Clear Fair Skin
Fair amp Lovely ndash Max Fairness for Men
They also make some change in packaging and
labeling for the promoting product
3414 Brand Promotion
Page 27 of 32
Fair and lovely promote their brand by changing their product quality packaging and logo which
creates more attraction towards its targeted markets
342 Promotion of Tibet snow
Communication mix
Kohinoor Chemical targeted rural people as well as urban
people So the marketers of Tibet Snow positioned it as an
affordable cream that keeps skin fresh and young for a long
time They make a commitment that by using Tibet snow
consumer is able to keeps their skin fresh and young in
every season over the year
3421 Advertising
Kohinoor is giving less emphasis on Tibet Snow in terms of
television media for promoting their products because
they are now concentrating more on their other
products like- am pm toothpaste Sandalina soap But
Page 28 of 32
still they have limited number of advertisement telecasted in a limited time Beside this they are
using Fm radio as a media to promote Tibet snow They also provide some advertisement in the
newspaper and provide some posters in the bill boards but till in a very limited number They
also use bill board for advertisement
3422 Public Relation
Tibet Snow has good relationship with their agents and partners which also helped to develop
their public relation In a word they have positive public relationship
3423 Personal sales
Tibet snow uses distribution channel for distributing their products so right now they donrsquot have
any personal selling
3424 Sales promotion
Tibet snow like B2B more than the B2C So to promote the sales Tibet snow makes an offering
for retailers The offer is like if a retailer buy one dozen or 12 pcs then they will provide one pc
Tibet snow free By this offer they raise the interest of distributers and sales more They also
have offers for their distributors They usually give 3 sales commission but there are certain
cases where they gave 1 extra commission For example if the distributor need more
transportation cost due to the remote area then they will get this 1 extra commission
Page 29 of 32
Chapter Four
Conclusion
Page 30 of 32
Conclusion
In terms of marketing mix Fair amp Lovely is doing quiet good but Tibet is not up to the mark
After analyzing the current situation of these two brand in Bangladesh it is clear that Fair amp
Lovely is doing all possible innovations diversifications and brand building activities where
Tibet is not bringing any kind of product diversifications innovations even they are not updating
their packaging and proper communications But even then Tibet has good sales and it has good
demand in the market since the beginning On the other hand after doing all sorts of marketing
mix properly Fair amp Lovely also have good sales and they are the market leader in Bangladeshi
fairness market So to increase their market share Tibet has to increase more communications try
Page 31 of 32
to do more brand building activities where as Fair amp Lovely just have continue this scale of
activities very carefully and has to keep very sharp eyes into the PR activities
References
Websiteso httpwwwbangladeshdircomwebscatalogunilever_bangladeshhtml
o httpwwwunilevercombdaboutusintroductiontounileverbangladesh
ourhistoryo httpwwwslidesharenetspvnfairamplovelyfair-amp-lovely-fairness-cream-a-
crisis-for-unilever-bangladesho httpenwikipediaorgwikiMarketing_mix
o Hossain Mohammad Jakir Executive Kohinoor Chemical Company Limited
Page 32 of 32
Fair amp Lovely Multivitamin offers superior fairness benefit of clear fairness with the Tri-Fair
Vitamin Complex In the year of 2012 it has launched new Fair and Lovely Advanced Multi
Vitamin Fairness Cream that equals the best professional beauty treatment such as antioxidant
laser vitamin mask face polish and face peel but without bleach or harmful chemicals that can
damage the skin
Fair amp Lovely Ayurvedic Care Cream
Fair amp Lovely Ayurvedic Fairness Cream brings in the fairness secrets of ancient Ayurveda that
provides Nourishment Protection and Purification It is enriched with the magical Ayurvedic
blend of Kumkumadi Oil ndash a mixture of 16 Ayurvedic ingredients which enhances complexion
and cures discoloration of skin
Fair amp Lovely Winter Fairness Cream
Fair amp Lovely Winter fairness is the fairness cream for the winter season It contains
Multivitamins and Active Moisturizers that offers fairness with benefits of cold cream
Fair amp Lovely Anti-marks Cream
Fair amp Lovely Anti-marks which contains proven Ayurvedic ingredients including Neem
Chandan Brahmi that creates a wonderful formulation for pimple spots helps to give a fair clear
and even-toned skinIt is targeted towards young teenage girls with a dominant fairness problem
of pimple marks
Fair amp Lovely MAX Fairness Cream
Fair amp Lovely MAX Fairness is the fairness cream for men It contains Vitamin Complex and
UV filters that work intensely on tough male skin and helps to provide visible fairness spot
reduction and Triple sunscreen UV protection
3113 Packaging amp Labeling
Page 11 of 32
Special Packaging is the part of product strategy A beautiful packaging can attract more
attention of the customers and also to maintain the quality a product needs good packaging Fair
and lovely packaging is very good and they use nice color in their packaging The overall
aesthetic components of the brand such as color shape text graphics etc are set appropriately to
achieve the marketing objectives for the brand The vivid core color combination of white and
pink makes the packaging of the product attractive which helps it to achieve the objective of
identifying the brand by the people Moreover the pink color is feminine And also for the
fairness cream of men they use the dark color in the packaging By following the BSTI
ordinance 2000 the packaging and labeling of the fair amp lovely contains information such as
Brand Name Generic name Composition Ingredients Name of the manufacturer Full
Mailing Address of the original manufacturer Full Mailing Address of the distributor
Manufacturing date Expiry date Batch No Lot No Manufacturing License No Marketing
License No Maximum Retail Price Packaging quantity (Net Weight Volume) Direction for
use Importance Utility Standard Mark with BSTI symbol and Storage condition Cautions
3114 Levels of Products of Fair amp Lovely
Core Benefit Beautificationamp skin
Actual product Different types of fairness cream products of Fair amp Lovely brand and also the
packaging
Page 12 of 32
Expected product Good quality Fairness and Cleanliness etc
Augmented product Unique features such as best professional beauty treatment components
Ayurvedic ingredients etc
Potential product more fairness solutions with new ingredients
3121 Product Strategy of Tibet Snow
Kohinoor Chemical Co (BD) Ltd is the pioneer in manufacturing cosmetics toiletries soap and
perfume since 1956 Tibet Snow is one of the leading brands of KCCL which was launched as a
skin care cream in 1956
3122 Product Profile
Tibet Snow is an ideal all weather skin care cream for delicate skin Tibet Snow a mild skin care
cream is made from BP grade ingredients added with moisturizer emollient amp sufficient skin
nutrients It beautifies the skin through cleansing the skin naturally and leaves it soothing soft
and bright Tibet Snow is a pure preventive against roughness chapping and redness of the skin
caused due to heat or cold It is also an ideal skin cleanser after shave cream and make-up base
for beautification
3123 Packaging amp Labeling
Tibet Snow has 3 SKU (Store keeping Unit) for different customer segments Out of 3 SKU the
most popular SKU is Tibet Snow (Bottle)-50 gm The others SKU are the Tibet Snow (Tube)-
50gm and Tiber Snow (Tube)-25 gm It has the old-fashioned packaging designed by a
gentleman called Noor Ahmed in 1953 and titled Face and Hill The product has the green and
blue packaging with the picture of a young woman on the glass bottle that relates to its target
market The product has the blurb on the packaging ldquoan ideal after shaving and a perfect powder
baserdquo It has been observed that many of the important packaging information are properly
described on the labels carton and container
Page 13 of 32
3124 Levels of Products of Tibet Snow
Core Benefit Beautification amp skin care
Actual product Tibet snow and the packaging
Expected product Good quality Fairness and Cleanliness etc
Augmented product Unique features such as best professional beauty treatment components
Ayurvedic ingredients etc
Potential product more fairness solutions with new ingredients
Page 14 of 32
Page 15 of 32
Price
All of the four Prsquos are important for any business but among them pricing has a different value to the company Because among 4 Prsquos this is the only P which brings money back others are expenses for a company But they play very important rule to bring money back So it is very important for a company to fix proper price for their products or services If not the product may be devalued or be overvalued which will lead the company a serious loss or prevents them from having more profits
Fair amp Lovely As Fair amp Lovely is a product of Unilever which has a high brand value we think they use ldquo rdquo method for their product
Tibet Snow
321 Product price
Unilever ndash
Brand Product Name Size Price
Unilever
Fair amp Lovely 95Fair amp Lovely anti marks 50
MultivitaminBig 90Small 50
Max fairnessBig 95Small 55
White beauty Big 450
Page 16 of 32
Medium 250Small 165
Age miracleBig 1150Small 450
Kohinoor
Kohinoor Tibet snow 50
Company deliver goods by their delivery van to the retailer at Dhaka city and retailer get (9-11) commission beyond other facilities
Page 17 of 32
Place
3311 Unilever Distribution
Fair amp Lovely follows the distribution channel of Unilever Bangladesh Unilever has divided the whole of Bangladesh into five regions based on geography and sales volume The regions are
Central Metro Region (Dhaka Metro City) Central Outer Region (rest of Dhaka Division) Eastern Region (Chittagong and Sylhet division) Northern Region (Rajshahi Division) Southern Region (Khulna and Barisal Division)
Unilever has many distribution centers on regions with two or more areas headed by the area manager who reports to the regional manager Each area with more than one territories headed by the territory manager There are also sales supervisors distributorrsquos sales representatives cashiers and deliverymen
Unilever Bangladesh Limited reaches all sorts of markets on at least twice a week basis and tries to deliver products directly They serve markets in urban areas Sub-urban areas (small towns) and rural markets The types of outlets that are covered directly are
Grocer stores Wholesalers
Page 18 of 32
General stores Cosmetic stores Self Service Stores
There are retailers selling Unilever products but not served directly especially small retailers in the deep rural areas like Chittagong hill tracks are served by the wholesalers The wholesalers have special consideration and get importance from the company as the company does special trade promotional activities specially or the wholesalers
So the distribution channel looks like-
Figure Channel structure of UBL
3312 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors wholesaler and retailers on this diagram
3313 Three types of channels
There are 700000 outlets which were grouped into 27 different channels Among these 27 different channels 9 have been formalized for development These channels consist of both urban and rural areas
3314 Priority channel
Priority channels are existing traditional channels running countrywide This channel consists of urban and rural areas The priority channel is categorized into six different store formats They are
1048766 Urban General Store (UGS) Urban general store are stores located in urban residential or market areas They are permanent in nature They usually sell HPC items with other essential items
Page 19 of 32
1048766 Urban Neighborhood Grocer (UNG) These are normally located in urban residential area They are also permanent in structure sells non branded food items with a little range of HPC product They are more like the convenience store
1048766 Urban Wet Market Grocer (UWMG) It is located in wet market areas They usually stand in clusters These stores are structured in permanent way There is no counter in the store the shopkeeper usually operates it from the godi This channel basically sells non branded commodity and grocery items and HPC items
1048766 Urban HPC tong These are temporary structured stores which sells tea and bakery items People normally come here to have tea and social gathering It is found in both residential and commercial area The structure of these channels is temporary This channel basically sells non branded commodity and food items and few HPC items
1048766 Rural Neighborhood Grocer (RNG) This is located in rural residential areas where people come for top-up purchase The store basically made of tin or wooden structure Normally one person handles the store but assistantsrsquo can be seen sometimes
1048766 Rural Wet Market Grocer (RWMG) These stores are located in rural hat and wet market area It is generally found in clusters The Channel basically sells grocery dairy and HPC items Mid to lower income shoppers are the main customers of this channel
3315 Emerging channel
The emerging channels are channels identified with unique characteristics which cannot be categorize in priority channel They are different in terms of structure shopper and product category Three types of channels have been identified under this category They are described below
1048766 Shopping complex Shopping complex is located in urban areas generally on the roadside of prominent roads Outlets are permanent in structure found in clusters generally under one roof or similar demarcation Basically sell all sorts of fashion and HPC items There are 23400 stores under shopping complex running countrywide
1048766 Self Service Store These stores are starting to emerge from 1999 It started with very few in numbers and now increased up to 62 These stores are permanent in structure have significantly large space where all sorts of products are assorted under one roof Both male and female from mid to higher income groups shop from here These stores sell all kind of products
1048766 Rural cosmetic store Rural cosmetic stores are located in rural market area especially on the roadside This emerging channel has some significance because of its increasing demands The structure and decoration of the store are quite developed for the rural area These stores dominated by female shoppers because it sells personal products As said earlier channels are created to focus on different categories of products different set of needs of buyers and to ease the marketing strategy taken by the company Based on the channels Unilever decides what type of aid to provide to which category they also take
Page 20 of 32
effective measures to ensure the SKU level in each channel To increase the sales and to gain major market share Unilever has taken different measures to enhance the channels in so many different ways
3321 Tibet Snow
Sets of interdependent organizations involved in the process of making a product or service available for consumptions are called Marketing Channels It is very important for a company to determine the right channel for their product If not retailer may refuse to cooperative properly or consumer may not feel good at the time of purchasing the product or services
Now we will talk about the distribution channel of Tibet snow-
The channel Kohinoor uses Tibet snow is exactly the same as other FMCG products they have So we will discuss the distribution channel of Kohinoor to understand the distribution channel of Tibet snow
Kohinoor has five distribution channel called ldquoDipordquo throughout the country and these are-
Chittagong
Barisal
Khulna
Bogura
Dhaka
Apart from these they have so many distribution centers all over the country At these divisions or subdivisions they have Sales team Sales representatives Territory Sales Manager Assistant Territory Sales Managers DSO and RM who works for the distribution channel and owned and assigned by the company So the distribution channel looks like-
Page 21 of 32
They use their sales Representatives to collects orders from their retailors and then give the ordering list to the distributors These Sales representatives are the company people And when the distributors get the order they deliver the product to the consumer through their delivery people and these are not company owned employee
3322 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors and retailers are intermediaries on this diagram
3323 Push Strategy
As we all know push strategy means using the manufacturerrsquos sales force trade promotion or other means to induce intermediaries to carry promote and sell the product and after analyzing the strategy of Tibet I found they are using push strategy for their product Because-
They are using own Sales people for taking order
They are giving incentives to the retailers and distributors
Less mass media promotional activities
Page 22 of 32
Manufacturer
Distributors
Retailors
Consumers
Page 23 of 32
PromotionPage 24 of 32
Promotion is a marketing act with the intention of encouraging the sale of a good or service to
their target market For example product promotion performed by a typical business might take
the form of advertising the product in question via print or Internet ads direct mail or e-
mail letters and personal sales calls TV and radio ads billboards posters and flyers
341 Promotion of Fair amp lovely
Communication mix
Marketers try to position products as appropriate for group
activities Fair and lovelies advertisement provides
information to influence typically show members of a
group using product The message generally unstained is
that lsquoThis people was dark they use the product and
become brightrsquo So they try to communicate their targeted
market by using example Day by day they pick up the
reality in the society and use as examples which help to
sticks their target market So to promote their product as well as sales fair and lovely uses all the
media by which it can communicate the target market
3411 Advertising
Page 25 of 32
First if we think about Television media fair and lovely regularly introduce new advertisements
with new concepts As their target market love to follow models so they use beautiful models
and create a sense that if you use the product you will be like the model This is so influential to
their target market Fair lovely has placed TV added quite frequently during the change of their
product line Now came to the newspaper fair and lovely introduce their product and its positive
effect there and communicate their consumer They use the most noticeable place in newspaper
which highly attracts young generation and beauty conscious people But they donrsquot do it
frequently Fair and lovely is giving their advertisement effectively to some magazines In
magazines the usual place of fair and lovely in the front page and news Paper it shown in the
middle
There are also some billboards that are shown in the different areas of Dhaka city and some
high ways to reminder the consumer about the product and itrsquos effective because big in size
colorful and people canrsquot avoid it
3412 Sales promotion
Fair and lovely introduce a meter for measuring the fairness after using their product They also
provide a condition that it needs to use twice a day for observing the effect So consumer need to
use the product more which helps to increase in sales
Other tactics like ldquo20 extra More value for same costrdquo has worked wonderfully well On the
other hand Fair and lovely do some sponsorship especially where they have their targeted
market By the sponsorship fair and lovely provide knowledge about product which helps to
increase their sales
Page 26 of 32
3413 Product Promotion
Continuous innovation helps to attract the market and enlarge the market So fair and lovely
continuously introduce new product which makes them the market leader in Bangladesh There
promotional product like
Fair amp Lovely ndash Anti Marks for Blemish-less Fair
Skin
Fair amp Lovely ndash Ayurvedic Balance
Fair amp Lovely ndash Multi Vitamin for Clear Fair Skin
Fair amp Lovely ndash Max Fairness for Men
They also make some change in packaging and
labeling for the promoting product
3414 Brand Promotion
Page 27 of 32
Fair and lovely promote their brand by changing their product quality packaging and logo which
creates more attraction towards its targeted markets
342 Promotion of Tibet snow
Communication mix
Kohinoor Chemical targeted rural people as well as urban
people So the marketers of Tibet Snow positioned it as an
affordable cream that keeps skin fresh and young for a long
time They make a commitment that by using Tibet snow
consumer is able to keeps their skin fresh and young in
every season over the year
3421 Advertising
Kohinoor is giving less emphasis on Tibet Snow in terms of
television media for promoting their products because
they are now concentrating more on their other
products like- am pm toothpaste Sandalina soap But
Page 28 of 32
still they have limited number of advertisement telecasted in a limited time Beside this they are
using Fm radio as a media to promote Tibet snow They also provide some advertisement in the
newspaper and provide some posters in the bill boards but till in a very limited number They
also use bill board for advertisement
3422 Public Relation
Tibet Snow has good relationship with their agents and partners which also helped to develop
their public relation In a word they have positive public relationship
3423 Personal sales
Tibet snow uses distribution channel for distributing their products so right now they donrsquot have
any personal selling
3424 Sales promotion
Tibet snow like B2B more than the B2C So to promote the sales Tibet snow makes an offering
for retailers The offer is like if a retailer buy one dozen or 12 pcs then they will provide one pc
Tibet snow free By this offer they raise the interest of distributers and sales more They also
have offers for their distributors They usually give 3 sales commission but there are certain
cases where they gave 1 extra commission For example if the distributor need more
transportation cost due to the remote area then they will get this 1 extra commission
Page 29 of 32
Chapter Four
Conclusion
Page 30 of 32
Conclusion
In terms of marketing mix Fair amp Lovely is doing quiet good but Tibet is not up to the mark
After analyzing the current situation of these two brand in Bangladesh it is clear that Fair amp
Lovely is doing all possible innovations diversifications and brand building activities where
Tibet is not bringing any kind of product diversifications innovations even they are not updating
their packaging and proper communications But even then Tibet has good sales and it has good
demand in the market since the beginning On the other hand after doing all sorts of marketing
mix properly Fair amp Lovely also have good sales and they are the market leader in Bangladeshi
fairness market So to increase their market share Tibet has to increase more communications try
Page 31 of 32
to do more brand building activities where as Fair amp Lovely just have continue this scale of
activities very carefully and has to keep very sharp eyes into the PR activities
References
Websiteso httpwwwbangladeshdircomwebscatalogunilever_bangladeshhtml
o httpwwwunilevercombdaboutusintroductiontounileverbangladesh
ourhistoryo httpwwwslidesharenetspvnfairamplovelyfair-amp-lovely-fairness-cream-a-
crisis-for-unilever-bangladesho httpenwikipediaorgwikiMarketing_mix
o Hossain Mohammad Jakir Executive Kohinoor Chemical Company Limited
Page 32 of 32
Special Packaging is the part of product strategy A beautiful packaging can attract more
attention of the customers and also to maintain the quality a product needs good packaging Fair
and lovely packaging is very good and they use nice color in their packaging The overall
aesthetic components of the brand such as color shape text graphics etc are set appropriately to
achieve the marketing objectives for the brand The vivid core color combination of white and
pink makes the packaging of the product attractive which helps it to achieve the objective of
identifying the brand by the people Moreover the pink color is feminine And also for the
fairness cream of men they use the dark color in the packaging By following the BSTI
ordinance 2000 the packaging and labeling of the fair amp lovely contains information such as
Brand Name Generic name Composition Ingredients Name of the manufacturer Full
Mailing Address of the original manufacturer Full Mailing Address of the distributor
Manufacturing date Expiry date Batch No Lot No Manufacturing License No Marketing
License No Maximum Retail Price Packaging quantity (Net Weight Volume) Direction for
use Importance Utility Standard Mark with BSTI symbol and Storage condition Cautions
3114 Levels of Products of Fair amp Lovely
Core Benefit Beautificationamp skin
Actual product Different types of fairness cream products of Fair amp Lovely brand and also the
packaging
Page 12 of 32
Expected product Good quality Fairness and Cleanliness etc
Augmented product Unique features such as best professional beauty treatment components
Ayurvedic ingredients etc
Potential product more fairness solutions with new ingredients
3121 Product Strategy of Tibet Snow
Kohinoor Chemical Co (BD) Ltd is the pioneer in manufacturing cosmetics toiletries soap and
perfume since 1956 Tibet Snow is one of the leading brands of KCCL which was launched as a
skin care cream in 1956
3122 Product Profile
Tibet Snow is an ideal all weather skin care cream for delicate skin Tibet Snow a mild skin care
cream is made from BP grade ingredients added with moisturizer emollient amp sufficient skin
nutrients It beautifies the skin through cleansing the skin naturally and leaves it soothing soft
and bright Tibet Snow is a pure preventive against roughness chapping and redness of the skin
caused due to heat or cold It is also an ideal skin cleanser after shave cream and make-up base
for beautification
3123 Packaging amp Labeling
Tibet Snow has 3 SKU (Store keeping Unit) for different customer segments Out of 3 SKU the
most popular SKU is Tibet Snow (Bottle)-50 gm The others SKU are the Tibet Snow (Tube)-
50gm and Tiber Snow (Tube)-25 gm It has the old-fashioned packaging designed by a
gentleman called Noor Ahmed in 1953 and titled Face and Hill The product has the green and
blue packaging with the picture of a young woman on the glass bottle that relates to its target
market The product has the blurb on the packaging ldquoan ideal after shaving and a perfect powder
baserdquo It has been observed that many of the important packaging information are properly
described on the labels carton and container
Page 13 of 32
3124 Levels of Products of Tibet Snow
Core Benefit Beautification amp skin care
Actual product Tibet snow and the packaging
Expected product Good quality Fairness and Cleanliness etc
Augmented product Unique features such as best professional beauty treatment components
Ayurvedic ingredients etc
Potential product more fairness solutions with new ingredients
Page 14 of 32
Page 15 of 32
Price
All of the four Prsquos are important for any business but among them pricing has a different value to the company Because among 4 Prsquos this is the only P which brings money back others are expenses for a company But they play very important rule to bring money back So it is very important for a company to fix proper price for their products or services If not the product may be devalued or be overvalued which will lead the company a serious loss or prevents them from having more profits
Fair amp Lovely As Fair amp Lovely is a product of Unilever which has a high brand value we think they use ldquo rdquo method for their product
Tibet Snow
321 Product price
Unilever ndash
Brand Product Name Size Price
Unilever
Fair amp Lovely 95Fair amp Lovely anti marks 50
MultivitaminBig 90Small 50
Max fairnessBig 95Small 55
White beauty Big 450
Page 16 of 32
Medium 250Small 165
Age miracleBig 1150Small 450
Kohinoor
Kohinoor Tibet snow 50
Company deliver goods by their delivery van to the retailer at Dhaka city and retailer get (9-11) commission beyond other facilities
Page 17 of 32
Place
3311 Unilever Distribution
Fair amp Lovely follows the distribution channel of Unilever Bangladesh Unilever has divided the whole of Bangladesh into five regions based on geography and sales volume The regions are
Central Metro Region (Dhaka Metro City) Central Outer Region (rest of Dhaka Division) Eastern Region (Chittagong and Sylhet division) Northern Region (Rajshahi Division) Southern Region (Khulna and Barisal Division)
Unilever has many distribution centers on regions with two or more areas headed by the area manager who reports to the regional manager Each area with more than one territories headed by the territory manager There are also sales supervisors distributorrsquos sales representatives cashiers and deliverymen
Unilever Bangladesh Limited reaches all sorts of markets on at least twice a week basis and tries to deliver products directly They serve markets in urban areas Sub-urban areas (small towns) and rural markets The types of outlets that are covered directly are
Grocer stores Wholesalers
Page 18 of 32
General stores Cosmetic stores Self Service Stores
There are retailers selling Unilever products but not served directly especially small retailers in the deep rural areas like Chittagong hill tracks are served by the wholesalers The wholesalers have special consideration and get importance from the company as the company does special trade promotional activities specially or the wholesalers
So the distribution channel looks like-
Figure Channel structure of UBL
3312 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors wholesaler and retailers on this diagram
3313 Three types of channels
There are 700000 outlets which were grouped into 27 different channels Among these 27 different channels 9 have been formalized for development These channels consist of both urban and rural areas
3314 Priority channel
Priority channels are existing traditional channels running countrywide This channel consists of urban and rural areas The priority channel is categorized into six different store formats They are
1048766 Urban General Store (UGS) Urban general store are stores located in urban residential or market areas They are permanent in nature They usually sell HPC items with other essential items
Page 19 of 32
1048766 Urban Neighborhood Grocer (UNG) These are normally located in urban residential area They are also permanent in structure sells non branded food items with a little range of HPC product They are more like the convenience store
1048766 Urban Wet Market Grocer (UWMG) It is located in wet market areas They usually stand in clusters These stores are structured in permanent way There is no counter in the store the shopkeeper usually operates it from the godi This channel basically sells non branded commodity and grocery items and HPC items
1048766 Urban HPC tong These are temporary structured stores which sells tea and bakery items People normally come here to have tea and social gathering It is found in both residential and commercial area The structure of these channels is temporary This channel basically sells non branded commodity and food items and few HPC items
1048766 Rural Neighborhood Grocer (RNG) This is located in rural residential areas where people come for top-up purchase The store basically made of tin or wooden structure Normally one person handles the store but assistantsrsquo can be seen sometimes
1048766 Rural Wet Market Grocer (RWMG) These stores are located in rural hat and wet market area It is generally found in clusters The Channel basically sells grocery dairy and HPC items Mid to lower income shoppers are the main customers of this channel
3315 Emerging channel
The emerging channels are channels identified with unique characteristics which cannot be categorize in priority channel They are different in terms of structure shopper and product category Three types of channels have been identified under this category They are described below
1048766 Shopping complex Shopping complex is located in urban areas generally on the roadside of prominent roads Outlets are permanent in structure found in clusters generally under one roof or similar demarcation Basically sell all sorts of fashion and HPC items There are 23400 stores under shopping complex running countrywide
1048766 Self Service Store These stores are starting to emerge from 1999 It started with very few in numbers and now increased up to 62 These stores are permanent in structure have significantly large space where all sorts of products are assorted under one roof Both male and female from mid to higher income groups shop from here These stores sell all kind of products
1048766 Rural cosmetic store Rural cosmetic stores are located in rural market area especially on the roadside This emerging channel has some significance because of its increasing demands The structure and decoration of the store are quite developed for the rural area These stores dominated by female shoppers because it sells personal products As said earlier channels are created to focus on different categories of products different set of needs of buyers and to ease the marketing strategy taken by the company Based on the channels Unilever decides what type of aid to provide to which category they also take
Page 20 of 32
effective measures to ensure the SKU level in each channel To increase the sales and to gain major market share Unilever has taken different measures to enhance the channels in so many different ways
3321 Tibet Snow
Sets of interdependent organizations involved in the process of making a product or service available for consumptions are called Marketing Channels It is very important for a company to determine the right channel for their product If not retailer may refuse to cooperative properly or consumer may not feel good at the time of purchasing the product or services
Now we will talk about the distribution channel of Tibet snow-
The channel Kohinoor uses Tibet snow is exactly the same as other FMCG products they have So we will discuss the distribution channel of Kohinoor to understand the distribution channel of Tibet snow
Kohinoor has five distribution channel called ldquoDipordquo throughout the country and these are-
Chittagong
Barisal
Khulna
Bogura
Dhaka
Apart from these they have so many distribution centers all over the country At these divisions or subdivisions they have Sales team Sales representatives Territory Sales Manager Assistant Territory Sales Managers DSO and RM who works for the distribution channel and owned and assigned by the company So the distribution channel looks like-
Page 21 of 32
They use their sales Representatives to collects orders from their retailors and then give the ordering list to the distributors These Sales representatives are the company people And when the distributors get the order they deliver the product to the consumer through their delivery people and these are not company owned employee
3322 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors and retailers are intermediaries on this diagram
3323 Push Strategy
As we all know push strategy means using the manufacturerrsquos sales force trade promotion or other means to induce intermediaries to carry promote and sell the product and after analyzing the strategy of Tibet I found they are using push strategy for their product Because-
They are using own Sales people for taking order
They are giving incentives to the retailers and distributors
Less mass media promotional activities
Page 22 of 32
Manufacturer
Distributors
Retailors
Consumers
Page 23 of 32
PromotionPage 24 of 32
Promotion is a marketing act with the intention of encouraging the sale of a good or service to
their target market For example product promotion performed by a typical business might take
the form of advertising the product in question via print or Internet ads direct mail or e-
mail letters and personal sales calls TV and radio ads billboards posters and flyers
341 Promotion of Fair amp lovely
Communication mix
Marketers try to position products as appropriate for group
activities Fair and lovelies advertisement provides
information to influence typically show members of a
group using product The message generally unstained is
that lsquoThis people was dark they use the product and
become brightrsquo So they try to communicate their targeted
market by using example Day by day they pick up the
reality in the society and use as examples which help to
sticks their target market So to promote their product as well as sales fair and lovely uses all the
media by which it can communicate the target market
3411 Advertising
Page 25 of 32
First if we think about Television media fair and lovely regularly introduce new advertisements
with new concepts As their target market love to follow models so they use beautiful models
and create a sense that if you use the product you will be like the model This is so influential to
their target market Fair lovely has placed TV added quite frequently during the change of their
product line Now came to the newspaper fair and lovely introduce their product and its positive
effect there and communicate their consumer They use the most noticeable place in newspaper
which highly attracts young generation and beauty conscious people But they donrsquot do it
frequently Fair and lovely is giving their advertisement effectively to some magazines In
magazines the usual place of fair and lovely in the front page and news Paper it shown in the
middle
There are also some billboards that are shown in the different areas of Dhaka city and some
high ways to reminder the consumer about the product and itrsquos effective because big in size
colorful and people canrsquot avoid it
3412 Sales promotion
Fair and lovely introduce a meter for measuring the fairness after using their product They also
provide a condition that it needs to use twice a day for observing the effect So consumer need to
use the product more which helps to increase in sales
Other tactics like ldquo20 extra More value for same costrdquo has worked wonderfully well On the
other hand Fair and lovely do some sponsorship especially where they have their targeted
market By the sponsorship fair and lovely provide knowledge about product which helps to
increase their sales
Page 26 of 32
3413 Product Promotion
Continuous innovation helps to attract the market and enlarge the market So fair and lovely
continuously introduce new product which makes them the market leader in Bangladesh There
promotional product like
Fair amp Lovely ndash Anti Marks for Blemish-less Fair
Skin
Fair amp Lovely ndash Ayurvedic Balance
Fair amp Lovely ndash Multi Vitamin for Clear Fair Skin
Fair amp Lovely ndash Max Fairness for Men
They also make some change in packaging and
labeling for the promoting product
3414 Brand Promotion
Page 27 of 32
Fair and lovely promote their brand by changing their product quality packaging and logo which
creates more attraction towards its targeted markets
342 Promotion of Tibet snow
Communication mix
Kohinoor Chemical targeted rural people as well as urban
people So the marketers of Tibet Snow positioned it as an
affordable cream that keeps skin fresh and young for a long
time They make a commitment that by using Tibet snow
consumer is able to keeps their skin fresh and young in
every season over the year
3421 Advertising
Kohinoor is giving less emphasis on Tibet Snow in terms of
television media for promoting their products because
they are now concentrating more on their other
products like- am pm toothpaste Sandalina soap But
Page 28 of 32
still they have limited number of advertisement telecasted in a limited time Beside this they are
using Fm radio as a media to promote Tibet snow They also provide some advertisement in the
newspaper and provide some posters in the bill boards but till in a very limited number They
also use bill board for advertisement
3422 Public Relation
Tibet Snow has good relationship with their agents and partners which also helped to develop
their public relation In a word they have positive public relationship
3423 Personal sales
Tibet snow uses distribution channel for distributing their products so right now they donrsquot have
any personal selling
3424 Sales promotion
Tibet snow like B2B more than the B2C So to promote the sales Tibet snow makes an offering
for retailers The offer is like if a retailer buy one dozen or 12 pcs then they will provide one pc
Tibet snow free By this offer they raise the interest of distributers and sales more They also
have offers for their distributors They usually give 3 sales commission but there are certain
cases where they gave 1 extra commission For example if the distributor need more
transportation cost due to the remote area then they will get this 1 extra commission
Page 29 of 32
Chapter Four
Conclusion
Page 30 of 32
Conclusion
In terms of marketing mix Fair amp Lovely is doing quiet good but Tibet is not up to the mark
After analyzing the current situation of these two brand in Bangladesh it is clear that Fair amp
Lovely is doing all possible innovations diversifications and brand building activities where
Tibet is not bringing any kind of product diversifications innovations even they are not updating
their packaging and proper communications But even then Tibet has good sales and it has good
demand in the market since the beginning On the other hand after doing all sorts of marketing
mix properly Fair amp Lovely also have good sales and they are the market leader in Bangladeshi
fairness market So to increase their market share Tibet has to increase more communications try
Page 31 of 32
to do more brand building activities where as Fair amp Lovely just have continue this scale of
activities very carefully and has to keep very sharp eyes into the PR activities
References
Websiteso httpwwwbangladeshdircomwebscatalogunilever_bangladeshhtml
o httpwwwunilevercombdaboutusintroductiontounileverbangladesh
ourhistoryo httpwwwslidesharenetspvnfairamplovelyfair-amp-lovely-fairness-cream-a-
crisis-for-unilever-bangladesho httpenwikipediaorgwikiMarketing_mix
o Hossain Mohammad Jakir Executive Kohinoor Chemical Company Limited
Page 32 of 32
Expected product Good quality Fairness and Cleanliness etc
Augmented product Unique features such as best professional beauty treatment components
Ayurvedic ingredients etc
Potential product more fairness solutions with new ingredients
3121 Product Strategy of Tibet Snow
Kohinoor Chemical Co (BD) Ltd is the pioneer in manufacturing cosmetics toiletries soap and
perfume since 1956 Tibet Snow is one of the leading brands of KCCL which was launched as a
skin care cream in 1956
3122 Product Profile
Tibet Snow is an ideal all weather skin care cream for delicate skin Tibet Snow a mild skin care
cream is made from BP grade ingredients added with moisturizer emollient amp sufficient skin
nutrients It beautifies the skin through cleansing the skin naturally and leaves it soothing soft
and bright Tibet Snow is a pure preventive against roughness chapping and redness of the skin
caused due to heat or cold It is also an ideal skin cleanser after shave cream and make-up base
for beautification
3123 Packaging amp Labeling
Tibet Snow has 3 SKU (Store keeping Unit) for different customer segments Out of 3 SKU the
most popular SKU is Tibet Snow (Bottle)-50 gm The others SKU are the Tibet Snow (Tube)-
50gm and Tiber Snow (Tube)-25 gm It has the old-fashioned packaging designed by a
gentleman called Noor Ahmed in 1953 and titled Face and Hill The product has the green and
blue packaging with the picture of a young woman on the glass bottle that relates to its target
market The product has the blurb on the packaging ldquoan ideal after shaving and a perfect powder
baserdquo It has been observed that many of the important packaging information are properly
described on the labels carton and container
Page 13 of 32
3124 Levels of Products of Tibet Snow
Core Benefit Beautification amp skin care
Actual product Tibet snow and the packaging
Expected product Good quality Fairness and Cleanliness etc
Augmented product Unique features such as best professional beauty treatment components
Ayurvedic ingredients etc
Potential product more fairness solutions with new ingredients
Page 14 of 32
Page 15 of 32
Price
All of the four Prsquos are important for any business but among them pricing has a different value to the company Because among 4 Prsquos this is the only P which brings money back others are expenses for a company But they play very important rule to bring money back So it is very important for a company to fix proper price for their products or services If not the product may be devalued or be overvalued which will lead the company a serious loss or prevents them from having more profits
Fair amp Lovely As Fair amp Lovely is a product of Unilever which has a high brand value we think they use ldquo rdquo method for their product
Tibet Snow
321 Product price
Unilever ndash
Brand Product Name Size Price
Unilever
Fair amp Lovely 95Fair amp Lovely anti marks 50
MultivitaminBig 90Small 50
Max fairnessBig 95Small 55
White beauty Big 450
Page 16 of 32
Medium 250Small 165
Age miracleBig 1150Small 450
Kohinoor
Kohinoor Tibet snow 50
Company deliver goods by their delivery van to the retailer at Dhaka city and retailer get (9-11) commission beyond other facilities
Page 17 of 32
Place
3311 Unilever Distribution
Fair amp Lovely follows the distribution channel of Unilever Bangladesh Unilever has divided the whole of Bangladesh into five regions based on geography and sales volume The regions are
Central Metro Region (Dhaka Metro City) Central Outer Region (rest of Dhaka Division) Eastern Region (Chittagong and Sylhet division) Northern Region (Rajshahi Division) Southern Region (Khulna and Barisal Division)
Unilever has many distribution centers on regions with two or more areas headed by the area manager who reports to the regional manager Each area with more than one territories headed by the territory manager There are also sales supervisors distributorrsquos sales representatives cashiers and deliverymen
Unilever Bangladesh Limited reaches all sorts of markets on at least twice a week basis and tries to deliver products directly They serve markets in urban areas Sub-urban areas (small towns) and rural markets The types of outlets that are covered directly are
Grocer stores Wholesalers
Page 18 of 32
General stores Cosmetic stores Self Service Stores
There are retailers selling Unilever products but not served directly especially small retailers in the deep rural areas like Chittagong hill tracks are served by the wholesalers The wholesalers have special consideration and get importance from the company as the company does special trade promotional activities specially or the wholesalers
So the distribution channel looks like-
Figure Channel structure of UBL
3312 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors wholesaler and retailers on this diagram
3313 Three types of channels
There are 700000 outlets which were grouped into 27 different channels Among these 27 different channels 9 have been formalized for development These channels consist of both urban and rural areas
3314 Priority channel
Priority channels are existing traditional channels running countrywide This channel consists of urban and rural areas The priority channel is categorized into six different store formats They are
1048766 Urban General Store (UGS) Urban general store are stores located in urban residential or market areas They are permanent in nature They usually sell HPC items with other essential items
Page 19 of 32
1048766 Urban Neighborhood Grocer (UNG) These are normally located in urban residential area They are also permanent in structure sells non branded food items with a little range of HPC product They are more like the convenience store
1048766 Urban Wet Market Grocer (UWMG) It is located in wet market areas They usually stand in clusters These stores are structured in permanent way There is no counter in the store the shopkeeper usually operates it from the godi This channel basically sells non branded commodity and grocery items and HPC items
1048766 Urban HPC tong These are temporary structured stores which sells tea and bakery items People normally come here to have tea and social gathering It is found in both residential and commercial area The structure of these channels is temporary This channel basically sells non branded commodity and food items and few HPC items
1048766 Rural Neighborhood Grocer (RNG) This is located in rural residential areas where people come for top-up purchase The store basically made of tin or wooden structure Normally one person handles the store but assistantsrsquo can be seen sometimes
1048766 Rural Wet Market Grocer (RWMG) These stores are located in rural hat and wet market area It is generally found in clusters The Channel basically sells grocery dairy and HPC items Mid to lower income shoppers are the main customers of this channel
3315 Emerging channel
The emerging channels are channels identified with unique characteristics which cannot be categorize in priority channel They are different in terms of structure shopper and product category Three types of channels have been identified under this category They are described below
1048766 Shopping complex Shopping complex is located in urban areas generally on the roadside of prominent roads Outlets are permanent in structure found in clusters generally under one roof or similar demarcation Basically sell all sorts of fashion and HPC items There are 23400 stores under shopping complex running countrywide
1048766 Self Service Store These stores are starting to emerge from 1999 It started with very few in numbers and now increased up to 62 These stores are permanent in structure have significantly large space where all sorts of products are assorted under one roof Both male and female from mid to higher income groups shop from here These stores sell all kind of products
1048766 Rural cosmetic store Rural cosmetic stores are located in rural market area especially on the roadside This emerging channel has some significance because of its increasing demands The structure and decoration of the store are quite developed for the rural area These stores dominated by female shoppers because it sells personal products As said earlier channels are created to focus on different categories of products different set of needs of buyers and to ease the marketing strategy taken by the company Based on the channels Unilever decides what type of aid to provide to which category they also take
Page 20 of 32
effective measures to ensure the SKU level in each channel To increase the sales and to gain major market share Unilever has taken different measures to enhance the channels in so many different ways
3321 Tibet Snow
Sets of interdependent organizations involved in the process of making a product or service available for consumptions are called Marketing Channels It is very important for a company to determine the right channel for their product If not retailer may refuse to cooperative properly or consumer may not feel good at the time of purchasing the product or services
Now we will talk about the distribution channel of Tibet snow-
The channel Kohinoor uses Tibet snow is exactly the same as other FMCG products they have So we will discuss the distribution channel of Kohinoor to understand the distribution channel of Tibet snow
Kohinoor has five distribution channel called ldquoDipordquo throughout the country and these are-
Chittagong
Barisal
Khulna
Bogura
Dhaka
Apart from these they have so many distribution centers all over the country At these divisions or subdivisions they have Sales team Sales representatives Territory Sales Manager Assistant Territory Sales Managers DSO and RM who works for the distribution channel and owned and assigned by the company So the distribution channel looks like-
Page 21 of 32
They use their sales Representatives to collects orders from their retailors and then give the ordering list to the distributors These Sales representatives are the company people And when the distributors get the order they deliver the product to the consumer through their delivery people and these are not company owned employee
3322 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors and retailers are intermediaries on this diagram
3323 Push Strategy
As we all know push strategy means using the manufacturerrsquos sales force trade promotion or other means to induce intermediaries to carry promote and sell the product and after analyzing the strategy of Tibet I found they are using push strategy for their product Because-
They are using own Sales people for taking order
They are giving incentives to the retailers and distributors
Less mass media promotional activities
Page 22 of 32
Manufacturer
Distributors
Retailors
Consumers
Page 23 of 32
PromotionPage 24 of 32
Promotion is a marketing act with the intention of encouraging the sale of a good or service to
their target market For example product promotion performed by a typical business might take
the form of advertising the product in question via print or Internet ads direct mail or e-
mail letters and personal sales calls TV and radio ads billboards posters and flyers
341 Promotion of Fair amp lovely
Communication mix
Marketers try to position products as appropriate for group
activities Fair and lovelies advertisement provides
information to influence typically show members of a
group using product The message generally unstained is
that lsquoThis people was dark they use the product and
become brightrsquo So they try to communicate their targeted
market by using example Day by day they pick up the
reality in the society and use as examples which help to
sticks their target market So to promote their product as well as sales fair and lovely uses all the
media by which it can communicate the target market
3411 Advertising
Page 25 of 32
First if we think about Television media fair and lovely regularly introduce new advertisements
with new concepts As their target market love to follow models so they use beautiful models
and create a sense that if you use the product you will be like the model This is so influential to
their target market Fair lovely has placed TV added quite frequently during the change of their
product line Now came to the newspaper fair and lovely introduce their product and its positive
effect there and communicate their consumer They use the most noticeable place in newspaper
which highly attracts young generation and beauty conscious people But they donrsquot do it
frequently Fair and lovely is giving their advertisement effectively to some magazines In
magazines the usual place of fair and lovely in the front page and news Paper it shown in the
middle
There are also some billboards that are shown in the different areas of Dhaka city and some
high ways to reminder the consumer about the product and itrsquos effective because big in size
colorful and people canrsquot avoid it
3412 Sales promotion
Fair and lovely introduce a meter for measuring the fairness after using their product They also
provide a condition that it needs to use twice a day for observing the effect So consumer need to
use the product more which helps to increase in sales
Other tactics like ldquo20 extra More value for same costrdquo has worked wonderfully well On the
other hand Fair and lovely do some sponsorship especially where they have their targeted
market By the sponsorship fair and lovely provide knowledge about product which helps to
increase their sales
Page 26 of 32
3413 Product Promotion
Continuous innovation helps to attract the market and enlarge the market So fair and lovely
continuously introduce new product which makes them the market leader in Bangladesh There
promotional product like
Fair amp Lovely ndash Anti Marks for Blemish-less Fair
Skin
Fair amp Lovely ndash Ayurvedic Balance
Fair amp Lovely ndash Multi Vitamin for Clear Fair Skin
Fair amp Lovely ndash Max Fairness for Men
They also make some change in packaging and
labeling for the promoting product
3414 Brand Promotion
Page 27 of 32
Fair and lovely promote their brand by changing their product quality packaging and logo which
creates more attraction towards its targeted markets
342 Promotion of Tibet snow
Communication mix
Kohinoor Chemical targeted rural people as well as urban
people So the marketers of Tibet Snow positioned it as an
affordable cream that keeps skin fresh and young for a long
time They make a commitment that by using Tibet snow
consumer is able to keeps their skin fresh and young in
every season over the year
3421 Advertising
Kohinoor is giving less emphasis on Tibet Snow in terms of
television media for promoting their products because
they are now concentrating more on their other
products like- am pm toothpaste Sandalina soap But
Page 28 of 32
still they have limited number of advertisement telecasted in a limited time Beside this they are
using Fm radio as a media to promote Tibet snow They also provide some advertisement in the
newspaper and provide some posters in the bill boards but till in a very limited number They
also use bill board for advertisement
3422 Public Relation
Tibet Snow has good relationship with their agents and partners which also helped to develop
their public relation In a word they have positive public relationship
3423 Personal sales
Tibet snow uses distribution channel for distributing their products so right now they donrsquot have
any personal selling
3424 Sales promotion
Tibet snow like B2B more than the B2C So to promote the sales Tibet snow makes an offering
for retailers The offer is like if a retailer buy one dozen or 12 pcs then they will provide one pc
Tibet snow free By this offer they raise the interest of distributers and sales more They also
have offers for their distributors They usually give 3 sales commission but there are certain
cases where they gave 1 extra commission For example if the distributor need more
transportation cost due to the remote area then they will get this 1 extra commission
Page 29 of 32
Chapter Four
Conclusion
Page 30 of 32
Conclusion
In terms of marketing mix Fair amp Lovely is doing quiet good but Tibet is not up to the mark
After analyzing the current situation of these two brand in Bangladesh it is clear that Fair amp
Lovely is doing all possible innovations diversifications and brand building activities where
Tibet is not bringing any kind of product diversifications innovations even they are not updating
their packaging and proper communications But even then Tibet has good sales and it has good
demand in the market since the beginning On the other hand after doing all sorts of marketing
mix properly Fair amp Lovely also have good sales and they are the market leader in Bangladeshi
fairness market So to increase their market share Tibet has to increase more communications try
Page 31 of 32
to do more brand building activities where as Fair amp Lovely just have continue this scale of
activities very carefully and has to keep very sharp eyes into the PR activities
References
Websiteso httpwwwbangladeshdircomwebscatalogunilever_bangladeshhtml
o httpwwwunilevercombdaboutusintroductiontounileverbangladesh
ourhistoryo httpwwwslidesharenetspvnfairamplovelyfair-amp-lovely-fairness-cream-a-
crisis-for-unilever-bangladesho httpenwikipediaorgwikiMarketing_mix
o Hossain Mohammad Jakir Executive Kohinoor Chemical Company Limited
Page 32 of 32
3124 Levels of Products of Tibet Snow
Core Benefit Beautification amp skin care
Actual product Tibet snow and the packaging
Expected product Good quality Fairness and Cleanliness etc
Augmented product Unique features such as best professional beauty treatment components
Ayurvedic ingredients etc
Potential product more fairness solutions with new ingredients
Page 14 of 32
Page 15 of 32
Price
All of the four Prsquos are important for any business but among them pricing has a different value to the company Because among 4 Prsquos this is the only P which brings money back others are expenses for a company But they play very important rule to bring money back So it is very important for a company to fix proper price for their products or services If not the product may be devalued or be overvalued which will lead the company a serious loss or prevents them from having more profits
Fair amp Lovely As Fair amp Lovely is a product of Unilever which has a high brand value we think they use ldquo rdquo method for their product
Tibet Snow
321 Product price
Unilever ndash
Brand Product Name Size Price
Unilever
Fair amp Lovely 95Fair amp Lovely anti marks 50
MultivitaminBig 90Small 50
Max fairnessBig 95Small 55
White beauty Big 450
Page 16 of 32
Medium 250Small 165
Age miracleBig 1150Small 450
Kohinoor
Kohinoor Tibet snow 50
Company deliver goods by their delivery van to the retailer at Dhaka city and retailer get (9-11) commission beyond other facilities
Page 17 of 32
Place
3311 Unilever Distribution
Fair amp Lovely follows the distribution channel of Unilever Bangladesh Unilever has divided the whole of Bangladesh into five regions based on geography and sales volume The regions are
Central Metro Region (Dhaka Metro City) Central Outer Region (rest of Dhaka Division) Eastern Region (Chittagong and Sylhet division) Northern Region (Rajshahi Division) Southern Region (Khulna and Barisal Division)
Unilever has many distribution centers on regions with two or more areas headed by the area manager who reports to the regional manager Each area with more than one territories headed by the territory manager There are also sales supervisors distributorrsquos sales representatives cashiers and deliverymen
Unilever Bangladesh Limited reaches all sorts of markets on at least twice a week basis and tries to deliver products directly They serve markets in urban areas Sub-urban areas (small towns) and rural markets The types of outlets that are covered directly are
Grocer stores Wholesalers
Page 18 of 32
General stores Cosmetic stores Self Service Stores
There are retailers selling Unilever products but not served directly especially small retailers in the deep rural areas like Chittagong hill tracks are served by the wholesalers The wholesalers have special consideration and get importance from the company as the company does special trade promotional activities specially or the wholesalers
So the distribution channel looks like-
Figure Channel structure of UBL
3312 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors wholesaler and retailers on this diagram
3313 Three types of channels
There are 700000 outlets which were grouped into 27 different channels Among these 27 different channels 9 have been formalized for development These channels consist of both urban and rural areas
3314 Priority channel
Priority channels are existing traditional channels running countrywide This channel consists of urban and rural areas The priority channel is categorized into six different store formats They are
1048766 Urban General Store (UGS) Urban general store are stores located in urban residential or market areas They are permanent in nature They usually sell HPC items with other essential items
Page 19 of 32
1048766 Urban Neighborhood Grocer (UNG) These are normally located in urban residential area They are also permanent in structure sells non branded food items with a little range of HPC product They are more like the convenience store
1048766 Urban Wet Market Grocer (UWMG) It is located in wet market areas They usually stand in clusters These stores are structured in permanent way There is no counter in the store the shopkeeper usually operates it from the godi This channel basically sells non branded commodity and grocery items and HPC items
1048766 Urban HPC tong These are temporary structured stores which sells tea and bakery items People normally come here to have tea and social gathering It is found in both residential and commercial area The structure of these channels is temporary This channel basically sells non branded commodity and food items and few HPC items
1048766 Rural Neighborhood Grocer (RNG) This is located in rural residential areas where people come for top-up purchase The store basically made of tin or wooden structure Normally one person handles the store but assistantsrsquo can be seen sometimes
1048766 Rural Wet Market Grocer (RWMG) These stores are located in rural hat and wet market area It is generally found in clusters The Channel basically sells grocery dairy and HPC items Mid to lower income shoppers are the main customers of this channel
3315 Emerging channel
The emerging channels are channels identified with unique characteristics which cannot be categorize in priority channel They are different in terms of structure shopper and product category Three types of channels have been identified under this category They are described below
1048766 Shopping complex Shopping complex is located in urban areas generally on the roadside of prominent roads Outlets are permanent in structure found in clusters generally under one roof or similar demarcation Basically sell all sorts of fashion and HPC items There are 23400 stores under shopping complex running countrywide
1048766 Self Service Store These stores are starting to emerge from 1999 It started with very few in numbers and now increased up to 62 These stores are permanent in structure have significantly large space where all sorts of products are assorted under one roof Both male and female from mid to higher income groups shop from here These stores sell all kind of products
1048766 Rural cosmetic store Rural cosmetic stores are located in rural market area especially on the roadside This emerging channel has some significance because of its increasing demands The structure and decoration of the store are quite developed for the rural area These stores dominated by female shoppers because it sells personal products As said earlier channels are created to focus on different categories of products different set of needs of buyers and to ease the marketing strategy taken by the company Based on the channels Unilever decides what type of aid to provide to which category they also take
Page 20 of 32
effective measures to ensure the SKU level in each channel To increase the sales and to gain major market share Unilever has taken different measures to enhance the channels in so many different ways
3321 Tibet Snow
Sets of interdependent organizations involved in the process of making a product or service available for consumptions are called Marketing Channels It is very important for a company to determine the right channel for their product If not retailer may refuse to cooperative properly or consumer may not feel good at the time of purchasing the product or services
Now we will talk about the distribution channel of Tibet snow-
The channel Kohinoor uses Tibet snow is exactly the same as other FMCG products they have So we will discuss the distribution channel of Kohinoor to understand the distribution channel of Tibet snow
Kohinoor has five distribution channel called ldquoDipordquo throughout the country and these are-
Chittagong
Barisal
Khulna
Bogura
Dhaka
Apart from these they have so many distribution centers all over the country At these divisions or subdivisions they have Sales team Sales representatives Territory Sales Manager Assistant Territory Sales Managers DSO and RM who works for the distribution channel and owned and assigned by the company So the distribution channel looks like-
Page 21 of 32
They use their sales Representatives to collects orders from their retailors and then give the ordering list to the distributors These Sales representatives are the company people And when the distributors get the order they deliver the product to the consumer through their delivery people and these are not company owned employee
3322 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors and retailers are intermediaries on this diagram
3323 Push Strategy
As we all know push strategy means using the manufacturerrsquos sales force trade promotion or other means to induce intermediaries to carry promote and sell the product and after analyzing the strategy of Tibet I found they are using push strategy for their product Because-
They are using own Sales people for taking order
They are giving incentives to the retailers and distributors
Less mass media promotional activities
Page 22 of 32
Manufacturer
Distributors
Retailors
Consumers
Page 23 of 32
PromotionPage 24 of 32
Promotion is a marketing act with the intention of encouraging the sale of a good or service to
their target market For example product promotion performed by a typical business might take
the form of advertising the product in question via print or Internet ads direct mail or e-
mail letters and personal sales calls TV and radio ads billboards posters and flyers
341 Promotion of Fair amp lovely
Communication mix
Marketers try to position products as appropriate for group
activities Fair and lovelies advertisement provides
information to influence typically show members of a
group using product The message generally unstained is
that lsquoThis people was dark they use the product and
become brightrsquo So they try to communicate their targeted
market by using example Day by day they pick up the
reality in the society and use as examples which help to
sticks their target market So to promote their product as well as sales fair and lovely uses all the
media by which it can communicate the target market
3411 Advertising
Page 25 of 32
First if we think about Television media fair and lovely regularly introduce new advertisements
with new concepts As their target market love to follow models so they use beautiful models
and create a sense that if you use the product you will be like the model This is so influential to
their target market Fair lovely has placed TV added quite frequently during the change of their
product line Now came to the newspaper fair and lovely introduce their product and its positive
effect there and communicate their consumer They use the most noticeable place in newspaper
which highly attracts young generation and beauty conscious people But they donrsquot do it
frequently Fair and lovely is giving their advertisement effectively to some magazines In
magazines the usual place of fair and lovely in the front page and news Paper it shown in the
middle
There are also some billboards that are shown in the different areas of Dhaka city and some
high ways to reminder the consumer about the product and itrsquos effective because big in size
colorful and people canrsquot avoid it
3412 Sales promotion
Fair and lovely introduce a meter for measuring the fairness after using their product They also
provide a condition that it needs to use twice a day for observing the effect So consumer need to
use the product more which helps to increase in sales
Other tactics like ldquo20 extra More value for same costrdquo has worked wonderfully well On the
other hand Fair and lovely do some sponsorship especially where they have their targeted
market By the sponsorship fair and lovely provide knowledge about product which helps to
increase their sales
Page 26 of 32
3413 Product Promotion
Continuous innovation helps to attract the market and enlarge the market So fair and lovely
continuously introduce new product which makes them the market leader in Bangladesh There
promotional product like
Fair amp Lovely ndash Anti Marks for Blemish-less Fair
Skin
Fair amp Lovely ndash Ayurvedic Balance
Fair amp Lovely ndash Multi Vitamin for Clear Fair Skin
Fair amp Lovely ndash Max Fairness for Men
They also make some change in packaging and
labeling for the promoting product
3414 Brand Promotion
Page 27 of 32
Fair and lovely promote their brand by changing their product quality packaging and logo which
creates more attraction towards its targeted markets
342 Promotion of Tibet snow
Communication mix
Kohinoor Chemical targeted rural people as well as urban
people So the marketers of Tibet Snow positioned it as an
affordable cream that keeps skin fresh and young for a long
time They make a commitment that by using Tibet snow
consumer is able to keeps their skin fresh and young in
every season over the year
3421 Advertising
Kohinoor is giving less emphasis on Tibet Snow in terms of
television media for promoting their products because
they are now concentrating more on their other
products like- am pm toothpaste Sandalina soap But
Page 28 of 32
still they have limited number of advertisement telecasted in a limited time Beside this they are
using Fm radio as a media to promote Tibet snow They also provide some advertisement in the
newspaper and provide some posters in the bill boards but till in a very limited number They
also use bill board for advertisement
3422 Public Relation
Tibet Snow has good relationship with their agents and partners which also helped to develop
their public relation In a word they have positive public relationship
3423 Personal sales
Tibet snow uses distribution channel for distributing their products so right now they donrsquot have
any personal selling
3424 Sales promotion
Tibet snow like B2B more than the B2C So to promote the sales Tibet snow makes an offering
for retailers The offer is like if a retailer buy one dozen or 12 pcs then they will provide one pc
Tibet snow free By this offer they raise the interest of distributers and sales more They also
have offers for their distributors They usually give 3 sales commission but there are certain
cases where they gave 1 extra commission For example if the distributor need more
transportation cost due to the remote area then they will get this 1 extra commission
Page 29 of 32
Chapter Four
Conclusion
Page 30 of 32
Conclusion
In terms of marketing mix Fair amp Lovely is doing quiet good but Tibet is not up to the mark
After analyzing the current situation of these two brand in Bangladesh it is clear that Fair amp
Lovely is doing all possible innovations diversifications and brand building activities where
Tibet is not bringing any kind of product diversifications innovations even they are not updating
their packaging and proper communications But even then Tibet has good sales and it has good
demand in the market since the beginning On the other hand after doing all sorts of marketing
mix properly Fair amp Lovely also have good sales and they are the market leader in Bangladeshi
fairness market So to increase their market share Tibet has to increase more communications try
Page 31 of 32
to do more brand building activities where as Fair amp Lovely just have continue this scale of
activities very carefully and has to keep very sharp eyes into the PR activities
References
Websiteso httpwwwbangladeshdircomwebscatalogunilever_bangladeshhtml
o httpwwwunilevercombdaboutusintroductiontounileverbangladesh
ourhistoryo httpwwwslidesharenetspvnfairamplovelyfair-amp-lovely-fairness-cream-a-
crisis-for-unilever-bangladesho httpenwikipediaorgwikiMarketing_mix
o Hossain Mohammad Jakir Executive Kohinoor Chemical Company Limited
Page 32 of 32
Page 15 of 32
Price
All of the four Prsquos are important for any business but among them pricing has a different value to the company Because among 4 Prsquos this is the only P which brings money back others are expenses for a company But they play very important rule to bring money back So it is very important for a company to fix proper price for their products or services If not the product may be devalued or be overvalued which will lead the company a serious loss or prevents them from having more profits
Fair amp Lovely As Fair amp Lovely is a product of Unilever which has a high brand value we think they use ldquo rdquo method for their product
Tibet Snow
321 Product price
Unilever ndash
Brand Product Name Size Price
Unilever
Fair amp Lovely 95Fair amp Lovely anti marks 50
MultivitaminBig 90Small 50
Max fairnessBig 95Small 55
White beauty Big 450
Page 16 of 32
Medium 250Small 165
Age miracleBig 1150Small 450
Kohinoor
Kohinoor Tibet snow 50
Company deliver goods by their delivery van to the retailer at Dhaka city and retailer get (9-11) commission beyond other facilities
Page 17 of 32
Place
3311 Unilever Distribution
Fair amp Lovely follows the distribution channel of Unilever Bangladesh Unilever has divided the whole of Bangladesh into five regions based on geography and sales volume The regions are
Central Metro Region (Dhaka Metro City) Central Outer Region (rest of Dhaka Division) Eastern Region (Chittagong and Sylhet division) Northern Region (Rajshahi Division) Southern Region (Khulna and Barisal Division)
Unilever has many distribution centers on regions with two or more areas headed by the area manager who reports to the regional manager Each area with more than one territories headed by the territory manager There are also sales supervisors distributorrsquos sales representatives cashiers and deliverymen
Unilever Bangladesh Limited reaches all sorts of markets on at least twice a week basis and tries to deliver products directly They serve markets in urban areas Sub-urban areas (small towns) and rural markets The types of outlets that are covered directly are
Grocer stores Wholesalers
Page 18 of 32
General stores Cosmetic stores Self Service Stores
There are retailers selling Unilever products but not served directly especially small retailers in the deep rural areas like Chittagong hill tracks are served by the wholesalers The wholesalers have special consideration and get importance from the company as the company does special trade promotional activities specially or the wholesalers
So the distribution channel looks like-
Figure Channel structure of UBL
3312 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors wholesaler and retailers on this diagram
3313 Three types of channels
There are 700000 outlets which were grouped into 27 different channels Among these 27 different channels 9 have been formalized for development These channels consist of both urban and rural areas
3314 Priority channel
Priority channels are existing traditional channels running countrywide This channel consists of urban and rural areas The priority channel is categorized into six different store formats They are
1048766 Urban General Store (UGS) Urban general store are stores located in urban residential or market areas They are permanent in nature They usually sell HPC items with other essential items
Page 19 of 32
1048766 Urban Neighborhood Grocer (UNG) These are normally located in urban residential area They are also permanent in structure sells non branded food items with a little range of HPC product They are more like the convenience store
1048766 Urban Wet Market Grocer (UWMG) It is located in wet market areas They usually stand in clusters These stores are structured in permanent way There is no counter in the store the shopkeeper usually operates it from the godi This channel basically sells non branded commodity and grocery items and HPC items
1048766 Urban HPC tong These are temporary structured stores which sells tea and bakery items People normally come here to have tea and social gathering It is found in both residential and commercial area The structure of these channels is temporary This channel basically sells non branded commodity and food items and few HPC items
1048766 Rural Neighborhood Grocer (RNG) This is located in rural residential areas where people come for top-up purchase The store basically made of tin or wooden structure Normally one person handles the store but assistantsrsquo can be seen sometimes
1048766 Rural Wet Market Grocer (RWMG) These stores are located in rural hat and wet market area It is generally found in clusters The Channel basically sells grocery dairy and HPC items Mid to lower income shoppers are the main customers of this channel
3315 Emerging channel
The emerging channels are channels identified with unique characteristics which cannot be categorize in priority channel They are different in terms of structure shopper and product category Three types of channels have been identified under this category They are described below
1048766 Shopping complex Shopping complex is located in urban areas generally on the roadside of prominent roads Outlets are permanent in structure found in clusters generally under one roof or similar demarcation Basically sell all sorts of fashion and HPC items There are 23400 stores under shopping complex running countrywide
1048766 Self Service Store These stores are starting to emerge from 1999 It started with very few in numbers and now increased up to 62 These stores are permanent in structure have significantly large space where all sorts of products are assorted under one roof Both male and female from mid to higher income groups shop from here These stores sell all kind of products
1048766 Rural cosmetic store Rural cosmetic stores are located in rural market area especially on the roadside This emerging channel has some significance because of its increasing demands The structure and decoration of the store are quite developed for the rural area These stores dominated by female shoppers because it sells personal products As said earlier channels are created to focus on different categories of products different set of needs of buyers and to ease the marketing strategy taken by the company Based on the channels Unilever decides what type of aid to provide to which category they also take
Page 20 of 32
effective measures to ensure the SKU level in each channel To increase the sales and to gain major market share Unilever has taken different measures to enhance the channels in so many different ways
3321 Tibet Snow
Sets of interdependent organizations involved in the process of making a product or service available for consumptions are called Marketing Channels It is very important for a company to determine the right channel for their product If not retailer may refuse to cooperative properly or consumer may not feel good at the time of purchasing the product or services
Now we will talk about the distribution channel of Tibet snow-
The channel Kohinoor uses Tibet snow is exactly the same as other FMCG products they have So we will discuss the distribution channel of Kohinoor to understand the distribution channel of Tibet snow
Kohinoor has five distribution channel called ldquoDipordquo throughout the country and these are-
Chittagong
Barisal
Khulna
Bogura
Dhaka
Apart from these they have so many distribution centers all over the country At these divisions or subdivisions they have Sales team Sales representatives Territory Sales Manager Assistant Territory Sales Managers DSO and RM who works for the distribution channel and owned and assigned by the company So the distribution channel looks like-
Page 21 of 32
They use their sales Representatives to collects orders from their retailors and then give the ordering list to the distributors These Sales representatives are the company people And when the distributors get the order they deliver the product to the consumer through their delivery people and these are not company owned employee
3322 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors and retailers are intermediaries on this diagram
3323 Push Strategy
As we all know push strategy means using the manufacturerrsquos sales force trade promotion or other means to induce intermediaries to carry promote and sell the product and after analyzing the strategy of Tibet I found they are using push strategy for their product Because-
They are using own Sales people for taking order
They are giving incentives to the retailers and distributors
Less mass media promotional activities
Page 22 of 32
Manufacturer
Distributors
Retailors
Consumers
Page 23 of 32
PromotionPage 24 of 32
Promotion is a marketing act with the intention of encouraging the sale of a good or service to
their target market For example product promotion performed by a typical business might take
the form of advertising the product in question via print or Internet ads direct mail or e-
mail letters and personal sales calls TV and radio ads billboards posters and flyers
341 Promotion of Fair amp lovely
Communication mix
Marketers try to position products as appropriate for group
activities Fair and lovelies advertisement provides
information to influence typically show members of a
group using product The message generally unstained is
that lsquoThis people was dark they use the product and
become brightrsquo So they try to communicate their targeted
market by using example Day by day they pick up the
reality in the society and use as examples which help to
sticks their target market So to promote their product as well as sales fair and lovely uses all the
media by which it can communicate the target market
3411 Advertising
Page 25 of 32
First if we think about Television media fair and lovely regularly introduce new advertisements
with new concepts As their target market love to follow models so they use beautiful models
and create a sense that if you use the product you will be like the model This is so influential to
their target market Fair lovely has placed TV added quite frequently during the change of their
product line Now came to the newspaper fair and lovely introduce their product and its positive
effect there and communicate their consumer They use the most noticeable place in newspaper
which highly attracts young generation and beauty conscious people But they donrsquot do it
frequently Fair and lovely is giving their advertisement effectively to some magazines In
magazines the usual place of fair and lovely in the front page and news Paper it shown in the
middle
There are also some billboards that are shown in the different areas of Dhaka city and some
high ways to reminder the consumer about the product and itrsquos effective because big in size
colorful and people canrsquot avoid it
3412 Sales promotion
Fair and lovely introduce a meter for measuring the fairness after using their product They also
provide a condition that it needs to use twice a day for observing the effect So consumer need to
use the product more which helps to increase in sales
Other tactics like ldquo20 extra More value for same costrdquo has worked wonderfully well On the
other hand Fair and lovely do some sponsorship especially where they have their targeted
market By the sponsorship fair and lovely provide knowledge about product which helps to
increase their sales
Page 26 of 32
3413 Product Promotion
Continuous innovation helps to attract the market and enlarge the market So fair and lovely
continuously introduce new product which makes them the market leader in Bangladesh There
promotional product like
Fair amp Lovely ndash Anti Marks for Blemish-less Fair
Skin
Fair amp Lovely ndash Ayurvedic Balance
Fair amp Lovely ndash Multi Vitamin for Clear Fair Skin
Fair amp Lovely ndash Max Fairness for Men
They also make some change in packaging and
labeling for the promoting product
3414 Brand Promotion
Page 27 of 32
Fair and lovely promote their brand by changing their product quality packaging and logo which
creates more attraction towards its targeted markets
342 Promotion of Tibet snow
Communication mix
Kohinoor Chemical targeted rural people as well as urban
people So the marketers of Tibet Snow positioned it as an
affordable cream that keeps skin fresh and young for a long
time They make a commitment that by using Tibet snow
consumer is able to keeps their skin fresh and young in
every season over the year
3421 Advertising
Kohinoor is giving less emphasis on Tibet Snow in terms of
television media for promoting their products because
they are now concentrating more on their other
products like- am pm toothpaste Sandalina soap But
Page 28 of 32
still they have limited number of advertisement telecasted in a limited time Beside this they are
using Fm radio as a media to promote Tibet snow They also provide some advertisement in the
newspaper and provide some posters in the bill boards but till in a very limited number They
also use bill board for advertisement
3422 Public Relation
Tibet Snow has good relationship with their agents and partners which also helped to develop
their public relation In a word they have positive public relationship
3423 Personal sales
Tibet snow uses distribution channel for distributing their products so right now they donrsquot have
any personal selling
3424 Sales promotion
Tibet snow like B2B more than the B2C So to promote the sales Tibet snow makes an offering
for retailers The offer is like if a retailer buy one dozen or 12 pcs then they will provide one pc
Tibet snow free By this offer they raise the interest of distributers and sales more They also
have offers for their distributors They usually give 3 sales commission but there are certain
cases where they gave 1 extra commission For example if the distributor need more
transportation cost due to the remote area then they will get this 1 extra commission
Page 29 of 32
Chapter Four
Conclusion
Page 30 of 32
Conclusion
In terms of marketing mix Fair amp Lovely is doing quiet good but Tibet is not up to the mark
After analyzing the current situation of these two brand in Bangladesh it is clear that Fair amp
Lovely is doing all possible innovations diversifications and brand building activities where
Tibet is not bringing any kind of product diversifications innovations even they are not updating
their packaging and proper communications But even then Tibet has good sales and it has good
demand in the market since the beginning On the other hand after doing all sorts of marketing
mix properly Fair amp Lovely also have good sales and they are the market leader in Bangladeshi
fairness market So to increase their market share Tibet has to increase more communications try
Page 31 of 32
to do more brand building activities where as Fair amp Lovely just have continue this scale of
activities very carefully and has to keep very sharp eyes into the PR activities
References
Websiteso httpwwwbangladeshdircomwebscatalogunilever_bangladeshhtml
o httpwwwunilevercombdaboutusintroductiontounileverbangladesh
ourhistoryo httpwwwslidesharenetspvnfairamplovelyfair-amp-lovely-fairness-cream-a-
crisis-for-unilever-bangladesho httpenwikipediaorgwikiMarketing_mix
o Hossain Mohammad Jakir Executive Kohinoor Chemical Company Limited
Page 32 of 32
Price
All of the four Prsquos are important for any business but among them pricing has a different value to the company Because among 4 Prsquos this is the only P which brings money back others are expenses for a company But they play very important rule to bring money back So it is very important for a company to fix proper price for their products or services If not the product may be devalued or be overvalued which will lead the company a serious loss or prevents them from having more profits
Fair amp Lovely As Fair amp Lovely is a product of Unilever which has a high brand value we think they use ldquo rdquo method for their product
Tibet Snow
321 Product price
Unilever ndash
Brand Product Name Size Price
Unilever
Fair amp Lovely 95Fair amp Lovely anti marks 50
MultivitaminBig 90Small 50
Max fairnessBig 95Small 55
White beauty Big 450
Page 16 of 32
Medium 250Small 165
Age miracleBig 1150Small 450
Kohinoor
Kohinoor Tibet snow 50
Company deliver goods by their delivery van to the retailer at Dhaka city and retailer get (9-11) commission beyond other facilities
Page 17 of 32
Place
3311 Unilever Distribution
Fair amp Lovely follows the distribution channel of Unilever Bangladesh Unilever has divided the whole of Bangladesh into five regions based on geography and sales volume The regions are
Central Metro Region (Dhaka Metro City) Central Outer Region (rest of Dhaka Division) Eastern Region (Chittagong and Sylhet division) Northern Region (Rajshahi Division) Southern Region (Khulna and Barisal Division)
Unilever has many distribution centers on regions with two or more areas headed by the area manager who reports to the regional manager Each area with more than one territories headed by the territory manager There are also sales supervisors distributorrsquos sales representatives cashiers and deliverymen
Unilever Bangladesh Limited reaches all sorts of markets on at least twice a week basis and tries to deliver products directly They serve markets in urban areas Sub-urban areas (small towns) and rural markets The types of outlets that are covered directly are
Grocer stores Wholesalers
Page 18 of 32
General stores Cosmetic stores Self Service Stores
There are retailers selling Unilever products but not served directly especially small retailers in the deep rural areas like Chittagong hill tracks are served by the wholesalers The wholesalers have special consideration and get importance from the company as the company does special trade promotional activities specially or the wholesalers
So the distribution channel looks like-
Figure Channel structure of UBL
3312 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors wholesaler and retailers on this diagram
3313 Three types of channels
There are 700000 outlets which were grouped into 27 different channels Among these 27 different channels 9 have been formalized for development These channels consist of both urban and rural areas
3314 Priority channel
Priority channels are existing traditional channels running countrywide This channel consists of urban and rural areas The priority channel is categorized into six different store formats They are
1048766 Urban General Store (UGS) Urban general store are stores located in urban residential or market areas They are permanent in nature They usually sell HPC items with other essential items
Page 19 of 32
1048766 Urban Neighborhood Grocer (UNG) These are normally located in urban residential area They are also permanent in structure sells non branded food items with a little range of HPC product They are more like the convenience store
1048766 Urban Wet Market Grocer (UWMG) It is located in wet market areas They usually stand in clusters These stores are structured in permanent way There is no counter in the store the shopkeeper usually operates it from the godi This channel basically sells non branded commodity and grocery items and HPC items
1048766 Urban HPC tong These are temporary structured stores which sells tea and bakery items People normally come here to have tea and social gathering It is found in both residential and commercial area The structure of these channels is temporary This channel basically sells non branded commodity and food items and few HPC items
1048766 Rural Neighborhood Grocer (RNG) This is located in rural residential areas where people come for top-up purchase The store basically made of tin or wooden structure Normally one person handles the store but assistantsrsquo can be seen sometimes
1048766 Rural Wet Market Grocer (RWMG) These stores are located in rural hat and wet market area It is generally found in clusters The Channel basically sells grocery dairy and HPC items Mid to lower income shoppers are the main customers of this channel
3315 Emerging channel
The emerging channels are channels identified with unique characteristics which cannot be categorize in priority channel They are different in terms of structure shopper and product category Three types of channels have been identified under this category They are described below
1048766 Shopping complex Shopping complex is located in urban areas generally on the roadside of prominent roads Outlets are permanent in structure found in clusters generally under one roof or similar demarcation Basically sell all sorts of fashion and HPC items There are 23400 stores under shopping complex running countrywide
1048766 Self Service Store These stores are starting to emerge from 1999 It started with very few in numbers and now increased up to 62 These stores are permanent in structure have significantly large space where all sorts of products are assorted under one roof Both male and female from mid to higher income groups shop from here These stores sell all kind of products
1048766 Rural cosmetic store Rural cosmetic stores are located in rural market area especially on the roadside This emerging channel has some significance because of its increasing demands The structure and decoration of the store are quite developed for the rural area These stores dominated by female shoppers because it sells personal products As said earlier channels are created to focus on different categories of products different set of needs of buyers and to ease the marketing strategy taken by the company Based on the channels Unilever decides what type of aid to provide to which category they also take
Page 20 of 32
effective measures to ensure the SKU level in each channel To increase the sales and to gain major market share Unilever has taken different measures to enhance the channels in so many different ways
3321 Tibet Snow
Sets of interdependent organizations involved in the process of making a product or service available for consumptions are called Marketing Channels It is very important for a company to determine the right channel for their product If not retailer may refuse to cooperative properly or consumer may not feel good at the time of purchasing the product or services
Now we will talk about the distribution channel of Tibet snow-
The channel Kohinoor uses Tibet snow is exactly the same as other FMCG products they have So we will discuss the distribution channel of Kohinoor to understand the distribution channel of Tibet snow
Kohinoor has five distribution channel called ldquoDipordquo throughout the country and these are-
Chittagong
Barisal
Khulna
Bogura
Dhaka
Apart from these they have so many distribution centers all over the country At these divisions or subdivisions they have Sales team Sales representatives Territory Sales Manager Assistant Territory Sales Managers DSO and RM who works for the distribution channel and owned and assigned by the company So the distribution channel looks like-
Page 21 of 32
They use their sales Representatives to collects orders from their retailors and then give the ordering list to the distributors These Sales representatives are the company people And when the distributors get the order they deliver the product to the consumer through their delivery people and these are not company owned employee
3322 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors and retailers are intermediaries on this diagram
3323 Push Strategy
As we all know push strategy means using the manufacturerrsquos sales force trade promotion or other means to induce intermediaries to carry promote and sell the product and after analyzing the strategy of Tibet I found they are using push strategy for their product Because-
They are using own Sales people for taking order
They are giving incentives to the retailers and distributors
Less mass media promotional activities
Page 22 of 32
Manufacturer
Distributors
Retailors
Consumers
Page 23 of 32
PromotionPage 24 of 32
Promotion is a marketing act with the intention of encouraging the sale of a good or service to
their target market For example product promotion performed by a typical business might take
the form of advertising the product in question via print or Internet ads direct mail or e-
mail letters and personal sales calls TV and radio ads billboards posters and flyers
341 Promotion of Fair amp lovely
Communication mix
Marketers try to position products as appropriate for group
activities Fair and lovelies advertisement provides
information to influence typically show members of a
group using product The message generally unstained is
that lsquoThis people was dark they use the product and
become brightrsquo So they try to communicate their targeted
market by using example Day by day they pick up the
reality in the society and use as examples which help to
sticks their target market So to promote their product as well as sales fair and lovely uses all the
media by which it can communicate the target market
3411 Advertising
Page 25 of 32
First if we think about Television media fair and lovely regularly introduce new advertisements
with new concepts As their target market love to follow models so they use beautiful models
and create a sense that if you use the product you will be like the model This is so influential to
their target market Fair lovely has placed TV added quite frequently during the change of their
product line Now came to the newspaper fair and lovely introduce their product and its positive
effect there and communicate their consumer They use the most noticeable place in newspaper
which highly attracts young generation and beauty conscious people But they donrsquot do it
frequently Fair and lovely is giving their advertisement effectively to some magazines In
magazines the usual place of fair and lovely in the front page and news Paper it shown in the
middle
There are also some billboards that are shown in the different areas of Dhaka city and some
high ways to reminder the consumer about the product and itrsquos effective because big in size
colorful and people canrsquot avoid it
3412 Sales promotion
Fair and lovely introduce a meter for measuring the fairness after using their product They also
provide a condition that it needs to use twice a day for observing the effect So consumer need to
use the product more which helps to increase in sales
Other tactics like ldquo20 extra More value for same costrdquo has worked wonderfully well On the
other hand Fair and lovely do some sponsorship especially where they have their targeted
market By the sponsorship fair and lovely provide knowledge about product which helps to
increase their sales
Page 26 of 32
3413 Product Promotion
Continuous innovation helps to attract the market and enlarge the market So fair and lovely
continuously introduce new product which makes them the market leader in Bangladesh There
promotional product like
Fair amp Lovely ndash Anti Marks for Blemish-less Fair
Skin
Fair amp Lovely ndash Ayurvedic Balance
Fair amp Lovely ndash Multi Vitamin for Clear Fair Skin
Fair amp Lovely ndash Max Fairness for Men
They also make some change in packaging and
labeling for the promoting product
3414 Brand Promotion
Page 27 of 32
Fair and lovely promote their brand by changing their product quality packaging and logo which
creates more attraction towards its targeted markets
342 Promotion of Tibet snow
Communication mix
Kohinoor Chemical targeted rural people as well as urban
people So the marketers of Tibet Snow positioned it as an
affordable cream that keeps skin fresh and young for a long
time They make a commitment that by using Tibet snow
consumer is able to keeps their skin fresh and young in
every season over the year
3421 Advertising
Kohinoor is giving less emphasis on Tibet Snow in terms of
television media for promoting their products because
they are now concentrating more on their other
products like- am pm toothpaste Sandalina soap But
Page 28 of 32
still they have limited number of advertisement telecasted in a limited time Beside this they are
using Fm radio as a media to promote Tibet snow They also provide some advertisement in the
newspaper and provide some posters in the bill boards but till in a very limited number They
also use bill board for advertisement
3422 Public Relation
Tibet Snow has good relationship with their agents and partners which also helped to develop
their public relation In a word they have positive public relationship
3423 Personal sales
Tibet snow uses distribution channel for distributing their products so right now they donrsquot have
any personal selling
3424 Sales promotion
Tibet snow like B2B more than the B2C So to promote the sales Tibet snow makes an offering
for retailers The offer is like if a retailer buy one dozen or 12 pcs then they will provide one pc
Tibet snow free By this offer they raise the interest of distributers and sales more They also
have offers for their distributors They usually give 3 sales commission but there are certain
cases where they gave 1 extra commission For example if the distributor need more
transportation cost due to the remote area then they will get this 1 extra commission
Page 29 of 32
Chapter Four
Conclusion
Page 30 of 32
Conclusion
In terms of marketing mix Fair amp Lovely is doing quiet good but Tibet is not up to the mark
After analyzing the current situation of these two brand in Bangladesh it is clear that Fair amp
Lovely is doing all possible innovations diversifications and brand building activities where
Tibet is not bringing any kind of product diversifications innovations even they are not updating
their packaging and proper communications But even then Tibet has good sales and it has good
demand in the market since the beginning On the other hand after doing all sorts of marketing
mix properly Fair amp Lovely also have good sales and they are the market leader in Bangladeshi
fairness market So to increase their market share Tibet has to increase more communications try
Page 31 of 32
to do more brand building activities where as Fair amp Lovely just have continue this scale of
activities very carefully and has to keep very sharp eyes into the PR activities
References
Websiteso httpwwwbangladeshdircomwebscatalogunilever_bangladeshhtml
o httpwwwunilevercombdaboutusintroductiontounileverbangladesh
ourhistoryo httpwwwslidesharenetspvnfairamplovelyfair-amp-lovely-fairness-cream-a-
crisis-for-unilever-bangladesho httpenwikipediaorgwikiMarketing_mix
o Hossain Mohammad Jakir Executive Kohinoor Chemical Company Limited
Page 32 of 32
Medium 250Small 165
Age miracleBig 1150Small 450
Kohinoor
Kohinoor Tibet snow 50
Company deliver goods by their delivery van to the retailer at Dhaka city and retailer get (9-11) commission beyond other facilities
Page 17 of 32
Place
3311 Unilever Distribution
Fair amp Lovely follows the distribution channel of Unilever Bangladesh Unilever has divided the whole of Bangladesh into five regions based on geography and sales volume The regions are
Central Metro Region (Dhaka Metro City) Central Outer Region (rest of Dhaka Division) Eastern Region (Chittagong and Sylhet division) Northern Region (Rajshahi Division) Southern Region (Khulna and Barisal Division)
Unilever has many distribution centers on regions with two or more areas headed by the area manager who reports to the regional manager Each area with more than one territories headed by the territory manager There are also sales supervisors distributorrsquos sales representatives cashiers and deliverymen
Unilever Bangladesh Limited reaches all sorts of markets on at least twice a week basis and tries to deliver products directly They serve markets in urban areas Sub-urban areas (small towns) and rural markets The types of outlets that are covered directly are
Grocer stores Wholesalers
Page 18 of 32
General stores Cosmetic stores Self Service Stores
There are retailers selling Unilever products but not served directly especially small retailers in the deep rural areas like Chittagong hill tracks are served by the wholesalers The wholesalers have special consideration and get importance from the company as the company does special trade promotional activities specially or the wholesalers
So the distribution channel looks like-
Figure Channel structure of UBL
3312 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors wholesaler and retailers on this diagram
3313 Three types of channels
There are 700000 outlets which were grouped into 27 different channels Among these 27 different channels 9 have been formalized for development These channels consist of both urban and rural areas
3314 Priority channel
Priority channels are existing traditional channels running countrywide This channel consists of urban and rural areas The priority channel is categorized into six different store formats They are
1048766 Urban General Store (UGS) Urban general store are stores located in urban residential or market areas They are permanent in nature They usually sell HPC items with other essential items
Page 19 of 32
1048766 Urban Neighborhood Grocer (UNG) These are normally located in urban residential area They are also permanent in structure sells non branded food items with a little range of HPC product They are more like the convenience store
1048766 Urban Wet Market Grocer (UWMG) It is located in wet market areas They usually stand in clusters These stores are structured in permanent way There is no counter in the store the shopkeeper usually operates it from the godi This channel basically sells non branded commodity and grocery items and HPC items
1048766 Urban HPC tong These are temporary structured stores which sells tea and bakery items People normally come here to have tea and social gathering It is found in both residential and commercial area The structure of these channels is temporary This channel basically sells non branded commodity and food items and few HPC items
1048766 Rural Neighborhood Grocer (RNG) This is located in rural residential areas where people come for top-up purchase The store basically made of tin or wooden structure Normally one person handles the store but assistantsrsquo can be seen sometimes
1048766 Rural Wet Market Grocer (RWMG) These stores are located in rural hat and wet market area It is generally found in clusters The Channel basically sells grocery dairy and HPC items Mid to lower income shoppers are the main customers of this channel
3315 Emerging channel
The emerging channels are channels identified with unique characteristics which cannot be categorize in priority channel They are different in terms of structure shopper and product category Three types of channels have been identified under this category They are described below
1048766 Shopping complex Shopping complex is located in urban areas generally on the roadside of prominent roads Outlets are permanent in structure found in clusters generally under one roof or similar demarcation Basically sell all sorts of fashion and HPC items There are 23400 stores under shopping complex running countrywide
1048766 Self Service Store These stores are starting to emerge from 1999 It started with very few in numbers and now increased up to 62 These stores are permanent in structure have significantly large space where all sorts of products are assorted under one roof Both male and female from mid to higher income groups shop from here These stores sell all kind of products
1048766 Rural cosmetic store Rural cosmetic stores are located in rural market area especially on the roadside This emerging channel has some significance because of its increasing demands The structure and decoration of the store are quite developed for the rural area These stores dominated by female shoppers because it sells personal products As said earlier channels are created to focus on different categories of products different set of needs of buyers and to ease the marketing strategy taken by the company Based on the channels Unilever decides what type of aid to provide to which category they also take
Page 20 of 32
effective measures to ensure the SKU level in each channel To increase the sales and to gain major market share Unilever has taken different measures to enhance the channels in so many different ways
3321 Tibet Snow
Sets of interdependent organizations involved in the process of making a product or service available for consumptions are called Marketing Channels It is very important for a company to determine the right channel for their product If not retailer may refuse to cooperative properly or consumer may not feel good at the time of purchasing the product or services
Now we will talk about the distribution channel of Tibet snow-
The channel Kohinoor uses Tibet snow is exactly the same as other FMCG products they have So we will discuss the distribution channel of Kohinoor to understand the distribution channel of Tibet snow
Kohinoor has five distribution channel called ldquoDipordquo throughout the country and these are-
Chittagong
Barisal
Khulna
Bogura
Dhaka
Apart from these they have so many distribution centers all over the country At these divisions or subdivisions they have Sales team Sales representatives Territory Sales Manager Assistant Territory Sales Managers DSO and RM who works for the distribution channel and owned and assigned by the company So the distribution channel looks like-
Page 21 of 32
They use their sales Representatives to collects orders from their retailors and then give the ordering list to the distributors These Sales representatives are the company people And when the distributors get the order they deliver the product to the consumer through their delivery people and these are not company owned employee
3322 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors and retailers are intermediaries on this diagram
3323 Push Strategy
As we all know push strategy means using the manufacturerrsquos sales force trade promotion or other means to induce intermediaries to carry promote and sell the product and after analyzing the strategy of Tibet I found they are using push strategy for their product Because-
They are using own Sales people for taking order
They are giving incentives to the retailers and distributors
Less mass media promotional activities
Page 22 of 32
Manufacturer
Distributors
Retailors
Consumers
Page 23 of 32
PromotionPage 24 of 32
Promotion is a marketing act with the intention of encouraging the sale of a good or service to
their target market For example product promotion performed by a typical business might take
the form of advertising the product in question via print or Internet ads direct mail or e-
mail letters and personal sales calls TV and radio ads billboards posters and flyers
341 Promotion of Fair amp lovely
Communication mix
Marketers try to position products as appropriate for group
activities Fair and lovelies advertisement provides
information to influence typically show members of a
group using product The message generally unstained is
that lsquoThis people was dark they use the product and
become brightrsquo So they try to communicate their targeted
market by using example Day by day they pick up the
reality in the society and use as examples which help to
sticks their target market So to promote their product as well as sales fair and lovely uses all the
media by which it can communicate the target market
3411 Advertising
Page 25 of 32
First if we think about Television media fair and lovely regularly introduce new advertisements
with new concepts As their target market love to follow models so they use beautiful models
and create a sense that if you use the product you will be like the model This is so influential to
their target market Fair lovely has placed TV added quite frequently during the change of their
product line Now came to the newspaper fair and lovely introduce their product and its positive
effect there and communicate their consumer They use the most noticeable place in newspaper
which highly attracts young generation and beauty conscious people But they donrsquot do it
frequently Fair and lovely is giving their advertisement effectively to some magazines In
magazines the usual place of fair and lovely in the front page and news Paper it shown in the
middle
There are also some billboards that are shown in the different areas of Dhaka city and some
high ways to reminder the consumer about the product and itrsquos effective because big in size
colorful and people canrsquot avoid it
3412 Sales promotion
Fair and lovely introduce a meter for measuring the fairness after using their product They also
provide a condition that it needs to use twice a day for observing the effect So consumer need to
use the product more which helps to increase in sales
Other tactics like ldquo20 extra More value for same costrdquo has worked wonderfully well On the
other hand Fair and lovely do some sponsorship especially where they have their targeted
market By the sponsorship fair and lovely provide knowledge about product which helps to
increase their sales
Page 26 of 32
3413 Product Promotion
Continuous innovation helps to attract the market and enlarge the market So fair and lovely
continuously introduce new product which makes them the market leader in Bangladesh There
promotional product like
Fair amp Lovely ndash Anti Marks for Blemish-less Fair
Skin
Fair amp Lovely ndash Ayurvedic Balance
Fair amp Lovely ndash Multi Vitamin for Clear Fair Skin
Fair amp Lovely ndash Max Fairness for Men
They also make some change in packaging and
labeling for the promoting product
3414 Brand Promotion
Page 27 of 32
Fair and lovely promote their brand by changing their product quality packaging and logo which
creates more attraction towards its targeted markets
342 Promotion of Tibet snow
Communication mix
Kohinoor Chemical targeted rural people as well as urban
people So the marketers of Tibet Snow positioned it as an
affordable cream that keeps skin fresh and young for a long
time They make a commitment that by using Tibet snow
consumer is able to keeps their skin fresh and young in
every season over the year
3421 Advertising
Kohinoor is giving less emphasis on Tibet Snow in terms of
television media for promoting their products because
they are now concentrating more on their other
products like- am pm toothpaste Sandalina soap But
Page 28 of 32
still they have limited number of advertisement telecasted in a limited time Beside this they are
using Fm radio as a media to promote Tibet snow They also provide some advertisement in the
newspaper and provide some posters in the bill boards but till in a very limited number They
also use bill board for advertisement
3422 Public Relation
Tibet Snow has good relationship with their agents and partners which also helped to develop
their public relation In a word they have positive public relationship
3423 Personal sales
Tibet snow uses distribution channel for distributing their products so right now they donrsquot have
any personal selling
3424 Sales promotion
Tibet snow like B2B more than the B2C So to promote the sales Tibet snow makes an offering
for retailers The offer is like if a retailer buy one dozen or 12 pcs then they will provide one pc
Tibet snow free By this offer they raise the interest of distributers and sales more They also
have offers for their distributors They usually give 3 sales commission but there are certain
cases where they gave 1 extra commission For example if the distributor need more
transportation cost due to the remote area then they will get this 1 extra commission
Page 29 of 32
Chapter Four
Conclusion
Page 30 of 32
Conclusion
In terms of marketing mix Fair amp Lovely is doing quiet good but Tibet is not up to the mark
After analyzing the current situation of these two brand in Bangladesh it is clear that Fair amp
Lovely is doing all possible innovations diversifications and brand building activities where
Tibet is not bringing any kind of product diversifications innovations even they are not updating
their packaging and proper communications But even then Tibet has good sales and it has good
demand in the market since the beginning On the other hand after doing all sorts of marketing
mix properly Fair amp Lovely also have good sales and they are the market leader in Bangladeshi
fairness market So to increase their market share Tibet has to increase more communications try
Page 31 of 32
to do more brand building activities where as Fair amp Lovely just have continue this scale of
activities very carefully and has to keep very sharp eyes into the PR activities
References
Websiteso httpwwwbangladeshdircomwebscatalogunilever_bangladeshhtml
o httpwwwunilevercombdaboutusintroductiontounileverbangladesh
ourhistoryo httpwwwslidesharenetspvnfairamplovelyfair-amp-lovely-fairness-cream-a-
crisis-for-unilever-bangladesho httpenwikipediaorgwikiMarketing_mix
o Hossain Mohammad Jakir Executive Kohinoor Chemical Company Limited
Page 32 of 32
Place
3311 Unilever Distribution
Fair amp Lovely follows the distribution channel of Unilever Bangladesh Unilever has divided the whole of Bangladesh into five regions based on geography and sales volume The regions are
Central Metro Region (Dhaka Metro City) Central Outer Region (rest of Dhaka Division) Eastern Region (Chittagong and Sylhet division) Northern Region (Rajshahi Division) Southern Region (Khulna and Barisal Division)
Unilever has many distribution centers on regions with two or more areas headed by the area manager who reports to the regional manager Each area with more than one territories headed by the territory manager There are also sales supervisors distributorrsquos sales representatives cashiers and deliverymen
Unilever Bangladesh Limited reaches all sorts of markets on at least twice a week basis and tries to deliver products directly They serve markets in urban areas Sub-urban areas (small towns) and rural markets The types of outlets that are covered directly are
Grocer stores Wholesalers
Page 18 of 32
General stores Cosmetic stores Self Service Stores
There are retailers selling Unilever products but not served directly especially small retailers in the deep rural areas like Chittagong hill tracks are served by the wholesalers The wholesalers have special consideration and get importance from the company as the company does special trade promotional activities specially or the wholesalers
So the distribution channel looks like-
Figure Channel structure of UBL
3312 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors wholesaler and retailers on this diagram
3313 Three types of channels
There are 700000 outlets which were grouped into 27 different channels Among these 27 different channels 9 have been formalized for development These channels consist of both urban and rural areas
3314 Priority channel
Priority channels are existing traditional channels running countrywide This channel consists of urban and rural areas The priority channel is categorized into six different store formats They are
1048766 Urban General Store (UGS) Urban general store are stores located in urban residential or market areas They are permanent in nature They usually sell HPC items with other essential items
Page 19 of 32
1048766 Urban Neighborhood Grocer (UNG) These are normally located in urban residential area They are also permanent in structure sells non branded food items with a little range of HPC product They are more like the convenience store
1048766 Urban Wet Market Grocer (UWMG) It is located in wet market areas They usually stand in clusters These stores are structured in permanent way There is no counter in the store the shopkeeper usually operates it from the godi This channel basically sells non branded commodity and grocery items and HPC items
1048766 Urban HPC tong These are temporary structured stores which sells tea and bakery items People normally come here to have tea and social gathering It is found in both residential and commercial area The structure of these channels is temporary This channel basically sells non branded commodity and food items and few HPC items
1048766 Rural Neighborhood Grocer (RNG) This is located in rural residential areas where people come for top-up purchase The store basically made of tin or wooden structure Normally one person handles the store but assistantsrsquo can be seen sometimes
1048766 Rural Wet Market Grocer (RWMG) These stores are located in rural hat and wet market area It is generally found in clusters The Channel basically sells grocery dairy and HPC items Mid to lower income shoppers are the main customers of this channel
3315 Emerging channel
The emerging channels are channels identified with unique characteristics which cannot be categorize in priority channel They are different in terms of structure shopper and product category Three types of channels have been identified under this category They are described below
1048766 Shopping complex Shopping complex is located in urban areas generally on the roadside of prominent roads Outlets are permanent in structure found in clusters generally under one roof or similar demarcation Basically sell all sorts of fashion and HPC items There are 23400 stores under shopping complex running countrywide
1048766 Self Service Store These stores are starting to emerge from 1999 It started with very few in numbers and now increased up to 62 These stores are permanent in structure have significantly large space where all sorts of products are assorted under one roof Both male and female from mid to higher income groups shop from here These stores sell all kind of products
1048766 Rural cosmetic store Rural cosmetic stores are located in rural market area especially on the roadside This emerging channel has some significance because of its increasing demands The structure and decoration of the store are quite developed for the rural area These stores dominated by female shoppers because it sells personal products As said earlier channels are created to focus on different categories of products different set of needs of buyers and to ease the marketing strategy taken by the company Based on the channels Unilever decides what type of aid to provide to which category they also take
Page 20 of 32
effective measures to ensure the SKU level in each channel To increase the sales and to gain major market share Unilever has taken different measures to enhance the channels in so many different ways
3321 Tibet Snow
Sets of interdependent organizations involved in the process of making a product or service available for consumptions are called Marketing Channels It is very important for a company to determine the right channel for their product If not retailer may refuse to cooperative properly or consumer may not feel good at the time of purchasing the product or services
Now we will talk about the distribution channel of Tibet snow-
The channel Kohinoor uses Tibet snow is exactly the same as other FMCG products they have So we will discuss the distribution channel of Kohinoor to understand the distribution channel of Tibet snow
Kohinoor has five distribution channel called ldquoDipordquo throughout the country and these are-
Chittagong
Barisal
Khulna
Bogura
Dhaka
Apart from these they have so many distribution centers all over the country At these divisions or subdivisions they have Sales team Sales representatives Territory Sales Manager Assistant Territory Sales Managers DSO and RM who works for the distribution channel and owned and assigned by the company So the distribution channel looks like-
Page 21 of 32
They use their sales Representatives to collects orders from their retailors and then give the ordering list to the distributors These Sales representatives are the company people And when the distributors get the order they deliver the product to the consumer through their delivery people and these are not company owned employee
3322 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors and retailers are intermediaries on this diagram
3323 Push Strategy
As we all know push strategy means using the manufacturerrsquos sales force trade promotion or other means to induce intermediaries to carry promote and sell the product and after analyzing the strategy of Tibet I found they are using push strategy for their product Because-
They are using own Sales people for taking order
They are giving incentives to the retailers and distributors
Less mass media promotional activities
Page 22 of 32
Manufacturer
Distributors
Retailors
Consumers
Page 23 of 32
PromotionPage 24 of 32
Promotion is a marketing act with the intention of encouraging the sale of a good or service to
their target market For example product promotion performed by a typical business might take
the form of advertising the product in question via print or Internet ads direct mail or e-
mail letters and personal sales calls TV and radio ads billboards posters and flyers
341 Promotion of Fair amp lovely
Communication mix
Marketers try to position products as appropriate for group
activities Fair and lovelies advertisement provides
information to influence typically show members of a
group using product The message generally unstained is
that lsquoThis people was dark they use the product and
become brightrsquo So they try to communicate their targeted
market by using example Day by day they pick up the
reality in the society and use as examples which help to
sticks their target market So to promote their product as well as sales fair and lovely uses all the
media by which it can communicate the target market
3411 Advertising
Page 25 of 32
First if we think about Television media fair and lovely regularly introduce new advertisements
with new concepts As their target market love to follow models so they use beautiful models
and create a sense that if you use the product you will be like the model This is so influential to
their target market Fair lovely has placed TV added quite frequently during the change of their
product line Now came to the newspaper fair and lovely introduce their product and its positive
effect there and communicate their consumer They use the most noticeable place in newspaper
which highly attracts young generation and beauty conscious people But they donrsquot do it
frequently Fair and lovely is giving their advertisement effectively to some magazines In
magazines the usual place of fair and lovely in the front page and news Paper it shown in the
middle
There are also some billboards that are shown in the different areas of Dhaka city and some
high ways to reminder the consumer about the product and itrsquos effective because big in size
colorful and people canrsquot avoid it
3412 Sales promotion
Fair and lovely introduce a meter for measuring the fairness after using their product They also
provide a condition that it needs to use twice a day for observing the effect So consumer need to
use the product more which helps to increase in sales
Other tactics like ldquo20 extra More value for same costrdquo has worked wonderfully well On the
other hand Fair and lovely do some sponsorship especially where they have their targeted
market By the sponsorship fair and lovely provide knowledge about product which helps to
increase their sales
Page 26 of 32
3413 Product Promotion
Continuous innovation helps to attract the market and enlarge the market So fair and lovely
continuously introduce new product which makes them the market leader in Bangladesh There
promotional product like
Fair amp Lovely ndash Anti Marks for Blemish-less Fair
Skin
Fair amp Lovely ndash Ayurvedic Balance
Fair amp Lovely ndash Multi Vitamin for Clear Fair Skin
Fair amp Lovely ndash Max Fairness for Men
They also make some change in packaging and
labeling for the promoting product
3414 Brand Promotion
Page 27 of 32
Fair and lovely promote their brand by changing their product quality packaging and logo which
creates more attraction towards its targeted markets
342 Promotion of Tibet snow
Communication mix
Kohinoor Chemical targeted rural people as well as urban
people So the marketers of Tibet Snow positioned it as an
affordable cream that keeps skin fresh and young for a long
time They make a commitment that by using Tibet snow
consumer is able to keeps their skin fresh and young in
every season over the year
3421 Advertising
Kohinoor is giving less emphasis on Tibet Snow in terms of
television media for promoting their products because
they are now concentrating more on their other
products like- am pm toothpaste Sandalina soap But
Page 28 of 32
still they have limited number of advertisement telecasted in a limited time Beside this they are
using Fm radio as a media to promote Tibet snow They also provide some advertisement in the
newspaper and provide some posters in the bill boards but till in a very limited number They
also use bill board for advertisement
3422 Public Relation
Tibet Snow has good relationship with their agents and partners which also helped to develop
their public relation In a word they have positive public relationship
3423 Personal sales
Tibet snow uses distribution channel for distributing their products so right now they donrsquot have
any personal selling
3424 Sales promotion
Tibet snow like B2B more than the B2C So to promote the sales Tibet snow makes an offering
for retailers The offer is like if a retailer buy one dozen or 12 pcs then they will provide one pc
Tibet snow free By this offer they raise the interest of distributers and sales more They also
have offers for their distributors They usually give 3 sales commission but there are certain
cases where they gave 1 extra commission For example if the distributor need more
transportation cost due to the remote area then they will get this 1 extra commission
Page 29 of 32
Chapter Four
Conclusion
Page 30 of 32
Conclusion
In terms of marketing mix Fair amp Lovely is doing quiet good but Tibet is not up to the mark
After analyzing the current situation of these two brand in Bangladesh it is clear that Fair amp
Lovely is doing all possible innovations diversifications and brand building activities where
Tibet is not bringing any kind of product diversifications innovations even they are not updating
their packaging and proper communications But even then Tibet has good sales and it has good
demand in the market since the beginning On the other hand after doing all sorts of marketing
mix properly Fair amp Lovely also have good sales and they are the market leader in Bangladeshi
fairness market So to increase their market share Tibet has to increase more communications try
Page 31 of 32
to do more brand building activities where as Fair amp Lovely just have continue this scale of
activities very carefully and has to keep very sharp eyes into the PR activities
References
Websiteso httpwwwbangladeshdircomwebscatalogunilever_bangladeshhtml
o httpwwwunilevercombdaboutusintroductiontounileverbangladesh
ourhistoryo httpwwwslidesharenetspvnfairamplovelyfair-amp-lovely-fairness-cream-a-
crisis-for-unilever-bangladesho httpenwikipediaorgwikiMarketing_mix
o Hossain Mohammad Jakir Executive Kohinoor Chemical Company Limited
Page 32 of 32
General stores Cosmetic stores Self Service Stores
There are retailers selling Unilever products but not served directly especially small retailers in the deep rural areas like Chittagong hill tracks are served by the wholesalers The wholesalers have special consideration and get importance from the company as the company does special trade promotional activities specially or the wholesalers
So the distribution channel looks like-
Figure Channel structure of UBL
3312 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors wholesaler and retailers on this diagram
3313 Three types of channels
There are 700000 outlets which were grouped into 27 different channels Among these 27 different channels 9 have been formalized for development These channels consist of both urban and rural areas
3314 Priority channel
Priority channels are existing traditional channels running countrywide This channel consists of urban and rural areas The priority channel is categorized into six different store formats They are
1048766 Urban General Store (UGS) Urban general store are stores located in urban residential or market areas They are permanent in nature They usually sell HPC items with other essential items
Page 19 of 32
1048766 Urban Neighborhood Grocer (UNG) These are normally located in urban residential area They are also permanent in structure sells non branded food items with a little range of HPC product They are more like the convenience store
1048766 Urban Wet Market Grocer (UWMG) It is located in wet market areas They usually stand in clusters These stores are structured in permanent way There is no counter in the store the shopkeeper usually operates it from the godi This channel basically sells non branded commodity and grocery items and HPC items
1048766 Urban HPC tong These are temporary structured stores which sells tea and bakery items People normally come here to have tea and social gathering It is found in both residential and commercial area The structure of these channels is temporary This channel basically sells non branded commodity and food items and few HPC items
1048766 Rural Neighborhood Grocer (RNG) This is located in rural residential areas where people come for top-up purchase The store basically made of tin or wooden structure Normally one person handles the store but assistantsrsquo can be seen sometimes
1048766 Rural Wet Market Grocer (RWMG) These stores are located in rural hat and wet market area It is generally found in clusters The Channel basically sells grocery dairy and HPC items Mid to lower income shoppers are the main customers of this channel
3315 Emerging channel
The emerging channels are channels identified with unique characteristics which cannot be categorize in priority channel They are different in terms of structure shopper and product category Three types of channels have been identified under this category They are described below
1048766 Shopping complex Shopping complex is located in urban areas generally on the roadside of prominent roads Outlets are permanent in structure found in clusters generally under one roof or similar demarcation Basically sell all sorts of fashion and HPC items There are 23400 stores under shopping complex running countrywide
1048766 Self Service Store These stores are starting to emerge from 1999 It started with very few in numbers and now increased up to 62 These stores are permanent in structure have significantly large space where all sorts of products are assorted under one roof Both male and female from mid to higher income groups shop from here These stores sell all kind of products
1048766 Rural cosmetic store Rural cosmetic stores are located in rural market area especially on the roadside This emerging channel has some significance because of its increasing demands The structure and decoration of the store are quite developed for the rural area These stores dominated by female shoppers because it sells personal products As said earlier channels are created to focus on different categories of products different set of needs of buyers and to ease the marketing strategy taken by the company Based on the channels Unilever decides what type of aid to provide to which category they also take
Page 20 of 32
effective measures to ensure the SKU level in each channel To increase the sales and to gain major market share Unilever has taken different measures to enhance the channels in so many different ways
3321 Tibet Snow
Sets of interdependent organizations involved in the process of making a product or service available for consumptions are called Marketing Channels It is very important for a company to determine the right channel for their product If not retailer may refuse to cooperative properly or consumer may not feel good at the time of purchasing the product or services
Now we will talk about the distribution channel of Tibet snow-
The channel Kohinoor uses Tibet snow is exactly the same as other FMCG products they have So we will discuss the distribution channel of Kohinoor to understand the distribution channel of Tibet snow
Kohinoor has five distribution channel called ldquoDipordquo throughout the country and these are-
Chittagong
Barisal
Khulna
Bogura
Dhaka
Apart from these they have so many distribution centers all over the country At these divisions or subdivisions they have Sales team Sales representatives Territory Sales Manager Assistant Territory Sales Managers DSO and RM who works for the distribution channel and owned and assigned by the company So the distribution channel looks like-
Page 21 of 32
They use their sales Representatives to collects orders from their retailors and then give the ordering list to the distributors These Sales representatives are the company people And when the distributors get the order they deliver the product to the consumer through their delivery people and these are not company owned employee
3322 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors and retailers are intermediaries on this diagram
3323 Push Strategy
As we all know push strategy means using the manufacturerrsquos sales force trade promotion or other means to induce intermediaries to carry promote and sell the product and after analyzing the strategy of Tibet I found they are using push strategy for their product Because-
They are using own Sales people for taking order
They are giving incentives to the retailers and distributors
Less mass media promotional activities
Page 22 of 32
Manufacturer
Distributors
Retailors
Consumers
Page 23 of 32
PromotionPage 24 of 32
Promotion is a marketing act with the intention of encouraging the sale of a good or service to
their target market For example product promotion performed by a typical business might take
the form of advertising the product in question via print or Internet ads direct mail or e-
mail letters and personal sales calls TV and radio ads billboards posters and flyers
341 Promotion of Fair amp lovely
Communication mix
Marketers try to position products as appropriate for group
activities Fair and lovelies advertisement provides
information to influence typically show members of a
group using product The message generally unstained is
that lsquoThis people was dark they use the product and
become brightrsquo So they try to communicate their targeted
market by using example Day by day they pick up the
reality in the society and use as examples which help to
sticks their target market So to promote their product as well as sales fair and lovely uses all the
media by which it can communicate the target market
3411 Advertising
Page 25 of 32
First if we think about Television media fair and lovely regularly introduce new advertisements
with new concepts As their target market love to follow models so they use beautiful models
and create a sense that if you use the product you will be like the model This is so influential to
their target market Fair lovely has placed TV added quite frequently during the change of their
product line Now came to the newspaper fair and lovely introduce their product and its positive
effect there and communicate their consumer They use the most noticeable place in newspaper
which highly attracts young generation and beauty conscious people But they donrsquot do it
frequently Fair and lovely is giving their advertisement effectively to some magazines In
magazines the usual place of fair and lovely in the front page and news Paper it shown in the
middle
There are also some billboards that are shown in the different areas of Dhaka city and some
high ways to reminder the consumer about the product and itrsquos effective because big in size
colorful and people canrsquot avoid it
3412 Sales promotion
Fair and lovely introduce a meter for measuring the fairness after using their product They also
provide a condition that it needs to use twice a day for observing the effect So consumer need to
use the product more which helps to increase in sales
Other tactics like ldquo20 extra More value for same costrdquo has worked wonderfully well On the
other hand Fair and lovely do some sponsorship especially where they have their targeted
market By the sponsorship fair and lovely provide knowledge about product which helps to
increase their sales
Page 26 of 32
3413 Product Promotion
Continuous innovation helps to attract the market and enlarge the market So fair and lovely
continuously introduce new product which makes them the market leader in Bangladesh There
promotional product like
Fair amp Lovely ndash Anti Marks for Blemish-less Fair
Skin
Fair amp Lovely ndash Ayurvedic Balance
Fair amp Lovely ndash Multi Vitamin for Clear Fair Skin
Fair amp Lovely ndash Max Fairness for Men
They also make some change in packaging and
labeling for the promoting product
3414 Brand Promotion
Page 27 of 32
Fair and lovely promote their brand by changing their product quality packaging and logo which
creates more attraction towards its targeted markets
342 Promotion of Tibet snow
Communication mix
Kohinoor Chemical targeted rural people as well as urban
people So the marketers of Tibet Snow positioned it as an
affordable cream that keeps skin fresh and young for a long
time They make a commitment that by using Tibet snow
consumer is able to keeps their skin fresh and young in
every season over the year
3421 Advertising
Kohinoor is giving less emphasis on Tibet Snow in terms of
television media for promoting their products because
they are now concentrating more on their other
products like- am pm toothpaste Sandalina soap But
Page 28 of 32
still they have limited number of advertisement telecasted in a limited time Beside this they are
using Fm radio as a media to promote Tibet snow They also provide some advertisement in the
newspaper and provide some posters in the bill boards but till in a very limited number They
also use bill board for advertisement
3422 Public Relation
Tibet Snow has good relationship with their agents and partners which also helped to develop
their public relation In a word they have positive public relationship
3423 Personal sales
Tibet snow uses distribution channel for distributing their products so right now they donrsquot have
any personal selling
3424 Sales promotion
Tibet snow like B2B more than the B2C So to promote the sales Tibet snow makes an offering
for retailers The offer is like if a retailer buy one dozen or 12 pcs then they will provide one pc
Tibet snow free By this offer they raise the interest of distributers and sales more They also
have offers for their distributors They usually give 3 sales commission but there are certain
cases where they gave 1 extra commission For example if the distributor need more
transportation cost due to the remote area then they will get this 1 extra commission
Page 29 of 32
Chapter Four
Conclusion
Page 30 of 32
Conclusion
In terms of marketing mix Fair amp Lovely is doing quiet good but Tibet is not up to the mark
After analyzing the current situation of these two brand in Bangladesh it is clear that Fair amp
Lovely is doing all possible innovations diversifications and brand building activities where
Tibet is not bringing any kind of product diversifications innovations even they are not updating
their packaging and proper communications But even then Tibet has good sales and it has good
demand in the market since the beginning On the other hand after doing all sorts of marketing
mix properly Fair amp Lovely also have good sales and they are the market leader in Bangladeshi
fairness market So to increase their market share Tibet has to increase more communications try
Page 31 of 32
to do more brand building activities where as Fair amp Lovely just have continue this scale of
activities very carefully and has to keep very sharp eyes into the PR activities
References
Websiteso httpwwwbangladeshdircomwebscatalogunilever_bangladeshhtml
o httpwwwunilevercombdaboutusintroductiontounileverbangladesh
ourhistoryo httpwwwslidesharenetspvnfairamplovelyfair-amp-lovely-fairness-cream-a-
crisis-for-unilever-bangladesho httpenwikipediaorgwikiMarketing_mix
o Hossain Mohammad Jakir Executive Kohinoor Chemical Company Limited
Page 32 of 32
1048766 Urban Neighborhood Grocer (UNG) These are normally located in urban residential area They are also permanent in structure sells non branded food items with a little range of HPC product They are more like the convenience store
1048766 Urban Wet Market Grocer (UWMG) It is located in wet market areas They usually stand in clusters These stores are structured in permanent way There is no counter in the store the shopkeeper usually operates it from the godi This channel basically sells non branded commodity and grocery items and HPC items
1048766 Urban HPC tong These are temporary structured stores which sells tea and bakery items People normally come here to have tea and social gathering It is found in both residential and commercial area The structure of these channels is temporary This channel basically sells non branded commodity and food items and few HPC items
1048766 Rural Neighborhood Grocer (RNG) This is located in rural residential areas where people come for top-up purchase The store basically made of tin or wooden structure Normally one person handles the store but assistantsrsquo can be seen sometimes
1048766 Rural Wet Market Grocer (RWMG) These stores are located in rural hat and wet market area It is generally found in clusters The Channel basically sells grocery dairy and HPC items Mid to lower income shoppers are the main customers of this channel
3315 Emerging channel
The emerging channels are channels identified with unique characteristics which cannot be categorize in priority channel They are different in terms of structure shopper and product category Three types of channels have been identified under this category They are described below
1048766 Shopping complex Shopping complex is located in urban areas generally on the roadside of prominent roads Outlets are permanent in structure found in clusters generally under one roof or similar demarcation Basically sell all sorts of fashion and HPC items There are 23400 stores under shopping complex running countrywide
1048766 Self Service Store These stores are starting to emerge from 1999 It started with very few in numbers and now increased up to 62 These stores are permanent in structure have significantly large space where all sorts of products are assorted under one roof Both male and female from mid to higher income groups shop from here These stores sell all kind of products
1048766 Rural cosmetic store Rural cosmetic stores are located in rural market area especially on the roadside This emerging channel has some significance because of its increasing demands The structure and decoration of the store are quite developed for the rural area These stores dominated by female shoppers because it sells personal products As said earlier channels are created to focus on different categories of products different set of needs of buyers and to ease the marketing strategy taken by the company Based on the channels Unilever decides what type of aid to provide to which category they also take
Page 20 of 32
effective measures to ensure the SKU level in each channel To increase the sales and to gain major market share Unilever has taken different measures to enhance the channels in so many different ways
3321 Tibet Snow
Sets of interdependent organizations involved in the process of making a product or service available for consumptions are called Marketing Channels It is very important for a company to determine the right channel for their product If not retailer may refuse to cooperative properly or consumer may not feel good at the time of purchasing the product or services
Now we will talk about the distribution channel of Tibet snow-
The channel Kohinoor uses Tibet snow is exactly the same as other FMCG products they have So we will discuss the distribution channel of Kohinoor to understand the distribution channel of Tibet snow
Kohinoor has five distribution channel called ldquoDipordquo throughout the country and these are-
Chittagong
Barisal
Khulna
Bogura
Dhaka
Apart from these they have so many distribution centers all over the country At these divisions or subdivisions they have Sales team Sales representatives Territory Sales Manager Assistant Territory Sales Managers DSO and RM who works for the distribution channel and owned and assigned by the company So the distribution channel looks like-
Page 21 of 32
They use their sales Representatives to collects orders from their retailors and then give the ordering list to the distributors These Sales representatives are the company people And when the distributors get the order they deliver the product to the consumer through their delivery people and these are not company owned employee
3322 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors and retailers are intermediaries on this diagram
3323 Push Strategy
As we all know push strategy means using the manufacturerrsquos sales force trade promotion or other means to induce intermediaries to carry promote and sell the product and after analyzing the strategy of Tibet I found they are using push strategy for their product Because-
They are using own Sales people for taking order
They are giving incentives to the retailers and distributors
Less mass media promotional activities
Page 22 of 32
Manufacturer
Distributors
Retailors
Consumers
Page 23 of 32
PromotionPage 24 of 32
Promotion is a marketing act with the intention of encouraging the sale of a good or service to
their target market For example product promotion performed by a typical business might take
the form of advertising the product in question via print or Internet ads direct mail or e-
mail letters and personal sales calls TV and radio ads billboards posters and flyers
341 Promotion of Fair amp lovely
Communication mix
Marketers try to position products as appropriate for group
activities Fair and lovelies advertisement provides
information to influence typically show members of a
group using product The message generally unstained is
that lsquoThis people was dark they use the product and
become brightrsquo So they try to communicate their targeted
market by using example Day by day they pick up the
reality in the society and use as examples which help to
sticks their target market So to promote their product as well as sales fair and lovely uses all the
media by which it can communicate the target market
3411 Advertising
Page 25 of 32
First if we think about Television media fair and lovely regularly introduce new advertisements
with new concepts As their target market love to follow models so they use beautiful models
and create a sense that if you use the product you will be like the model This is so influential to
their target market Fair lovely has placed TV added quite frequently during the change of their
product line Now came to the newspaper fair and lovely introduce their product and its positive
effect there and communicate their consumer They use the most noticeable place in newspaper
which highly attracts young generation and beauty conscious people But they donrsquot do it
frequently Fair and lovely is giving their advertisement effectively to some magazines In
magazines the usual place of fair and lovely in the front page and news Paper it shown in the
middle
There are also some billboards that are shown in the different areas of Dhaka city and some
high ways to reminder the consumer about the product and itrsquos effective because big in size
colorful and people canrsquot avoid it
3412 Sales promotion
Fair and lovely introduce a meter for measuring the fairness after using their product They also
provide a condition that it needs to use twice a day for observing the effect So consumer need to
use the product more which helps to increase in sales
Other tactics like ldquo20 extra More value for same costrdquo has worked wonderfully well On the
other hand Fair and lovely do some sponsorship especially where they have their targeted
market By the sponsorship fair and lovely provide knowledge about product which helps to
increase their sales
Page 26 of 32
3413 Product Promotion
Continuous innovation helps to attract the market and enlarge the market So fair and lovely
continuously introduce new product which makes them the market leader in Bangladesh There
promotional product like
Fair amp Lovely ndash Anti Marks for Blemish-less Fair
Skin
Fair amp Lovely ndash Ayurvedic Balance
Fair amp Lovely ndash Multi Vitamin for Clear Fair Skin
Fair amp Lovely ndash Max Fairness for Men
They also make some change in packaging and
labeling for the promoting product
3414 Brand Promotion
Page 27 of 32
Fair and lovely promote their brand by changing their product quality packaging and logo which
creates more attraction towards its targeted markets
342 Promotion of Tibet snow
Communication mix
Kohinoor Chemical targeted rural people as well as urban
people So the marketers of Tibet Snow positioned it as an
affordable cream that keeps skin fresh and young for a long
time They make a commitment that by using Tibet snow
consumer is able to keeps their skin fresh and young in
every season over the year
3421 Advertising
Kohinoor is giving less emphasis on Tibet Snow in terms of
television media for promoting their products because
they are now concentrating more on their other
products like- am pm toothpaste Sandalina soap But
Page 28 of 32
still they have limited number of advertisement telecasted in a limited time Beside this they are
using Fm radio as a media to promote Tibet snow They also provide some advertisement in the
newspaper and provide some posters in the bill boards but till in a very limited number They
also use bill board for advertisement
3422 Public Relation
Tibet Snow has good relationship with their agents and partners which also helped to develop
their public relation In a word they have positive public relationship
3423 Personal sales
Tibet snow uses distribution channel for distributing their products so right now they donrsquot have
any personal selling
3424 Sales promotion
Tibet snow like B2B more than the B2C So to promote the sales Tibet snow makes an offering
for retailers The offer is like if a retailer buy one dozen or 12 pcs then they will provide one pc
Tibet snow free By this offer they raise the interest of distributers and sales more They also
have offers for their distributors They usually give 3 sales commission but there are certain
cases where they gave 1 extra commission For example if the distributor need more
transportation cost due to the remote area then they will get this 1 extra commission
Page 29 of 32
Chapter Four
Conclusion
Page 30 of 32
Conclusion
In terms of marketing mix Fair amp Lovely is doing quiet good but Tibet is not up to the mark
After analyzing the current situation of these two brand in Bangladesh it is clear that Fair amp
Lovely is doing all possible innovations diversifications and brand building activities where
Tibet is not bringing any kind of product diversifications innovations even they are not updating
their packaging and proper communications But even then Tibet has good sales and it has good
demand in the market since the beginning On the other hand after doing all sorts of marketing
mix properly Fair amp Lovely also have good sales and they are the market leader in Bangladeshi
fairness market So to increase their market share Tibet has to increase more communications try
Page 31 of 32
to do more brand building activities where as Fair amp Lovely just have continue this scale of
activities very carefully and has to keep very sharp eyes into the PR activities
References
Websiteso httpwwwbangladeshdircomwebscatalogunilever_bangladeshhtml
o httpwwwunilevercombdaboutusintroductiontounileverbangladesh
ourhistoryo httpwwwslidesharenetspvnfairamplovelyfair-amp-lovely-fairness-cream-a-
crisis-for-unilever-bangladesho httpenwikipediaorgwikiMarketing_mix
o Hossain Mohammad Jakir Executive Kohinoor Chemical Company Limited
Page 32 of 32
effective measures to ensure the SKU level in each channel To increase the sales and to gain major market share Unilever has taken different measures to enhance the channels in so many different ways
3321 Tibet Snow
Sets of interdependent organizations involved in the process of making a product or service available for consumptions are called Marketing Channels It is very important for a company to determine the right channel for their product If not retailer may refuse to cooperative properly or consumer may not feel good at the time of purchasing the product or services
Now we will talk about the distribution channel of Tibet snow-
The channel Kohinoor uses Tibet snow is exactly the same as other FMCG products they have So we will discuss the distribution channel of Kohinoor to understand the distribution channel of Tibet snow
Kohinoor has five distribution channel called ldquoDipordquo throughout the country and these are-
Chittagong
Barisal
Khulna
Bogura
Dhaka
Apart from these they have so many distribution centers all over the country At these divisions or subdivisions they have Sales team Sales representatives Territory Sales Manager Assistant Territory Sales Managers DSO and RM who works for the distribution channel and owned and assigned by the company So the distribution channel looks like-
Page 21 of 32
They use their sales Representatives to collects orders from their retailors and then give the ordering list to the distributors These Sales representatives are the company people And when the distributors get the order they deliver the product to the consumer through their delivery people and these are not company owned employee
3322 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors and retailers are intermediaries on this diagram
3323 Push Strategy
As we all know push strategy means using the manufacturerrsquos sales force trade promotion or other means to induce intermediaries to carry promote and sell the product and after analyzing the strategy of Tibet I found they are using push strategy for their product Because-
They are using own Sales people for taking order
They are giving incentives to the retailers and distributors
Less mass media promotional activities
Page 22 of 32
Manufacturer
Distributors
Retailors
Consumers
Page 23 of 32
PromotionPage 24 of 32
Promotion is a marketing act with the intention of encouraging the sale of a good or service to
their target market For example product promotion performed by a typical business might take
the form of advertising the product in question via print or Internet ads direct mail or e-
mail letters and personal sales calls TV and radio ads billboards posters and flyers
341 Promotion of Fair amp lovely
Communication mix
Marketers try to position products as appropriate for group
activities Fair and lovelies advertisement provides
information to influence typically show members of a
group using product The message generally unstained is
that lsquoThis people was dark they use the product and
become brightrsquo So they try to communicate their targeted
market by using example Day by day they pick up the
reality in the society and use as examples which help to
sticks their target market So to promote their product as well as sales fair and lovely uses all the
media by which it can communicate the target market
3411 Advertising
Page 25 of 32
First if we think about Television media fair and lovely regularly introduce new advertisements
with new concepts As their target market love to follow models so they use beautiful models
and create a sense that if you use the product you will be like the model This is so influential to
their target market Fair lovely has placed TV added quite frequently during the change of their
product line Now came to the newspaper fair and lovely introduce their product and its positive
effect there and communicate their consumer They use the most noticeable place in newspaper
which highly attracts young generation and beauty conscious people But they donrsquot do it
frequently Fair and lovely is giving their advertisement effectively to some magazines In
magazines the usual place of fair and lovely in the front page and news Paper it shown in the
middle
There are also some billboards that are shown in the different areas of Dhaka city and some
high ways to reminder the consumer about the product and itrsquos effective because big in size
colorful and people canrsquot avoid it
3412 Sales promotion
Fair and lovely introduce a meter for measuring the fairness after using their product They also
provide a condition that it needs to use twice a day for observing the effect So consumer need to
use the product more which helps to increase in sales
Other tactics like ldquo20 extra More value for same costrdquo has worked wonderfully well On the
other hand Fair and lovely do some sponsorship especially where they have their targeted
market By the sponsorship fair and lovely provide knowledge about product which helps to
increase their sales
Page 26 of 32
3413 Product Promotion
Continuous innovation helps to attract the market and enlarge the market So fair and lovely
continuously introduce new product which makes them the market leader in Bangladesh There
promotional product like
Fair amp Lovely ndash Anti Marks for Blemish-less Fair
Skin
Fair amp Lovely ndash Ayurvedic Balance
Fair amp Lovely ndash Multi Vitamin for Clear Fair Skin
Fair amp Lovely ndash Max Fairness for Men
They also make some change in packaging and
labeling for the promoting product
3414 Brand Promotion
Page 27 of 32
Fair and lovely promote their brand by changing their product quality packaging and logo which
creates more attraction towards its targeted markets
342 Promotion of Tibet snow
Communication mix
Kohinoor Chemical targeted rural people as well as urban
people So the marketers of Tibet Snow positioned it as an
affordable cream that keeps skin fresh and young for a long
time They make a commitment that by using Tibet snow
consumer is able to keeps their skin fresh and young in
every season over the year
3421 Advertising
Kohinoor is giving less emphasis on Tibet Snow in terms of
television media for promoting their products because
they are now concentrating more on their other
products like- am pm toothpaste Sandalina soap But
Page 28 of 32
still they have limited number of advertisement telecasted in a limited time Beside this they are
using Fm radio as a media to promote Tibet snow They also provide some advertisement in the
newspaper and provide some posters in the bill boards but till in a very limited number They
also use bill board for advertisement
3422 Public Relation
Tibet Snow has good relationship with their agents and partners which also helped to develop
their public relation In a word they have positive public relationship
3423 Personal sales
Tibet snow uses distribution channel for distributing their products so right now they donrsquot have
any personal selling
3424 Sales promotion
Tibet snow like B2B more than the B2C So to promote the sales Tibet snow makes an offering
for retailers The offer is like if a retailer buy one dozen or 12 pcs then they will provide one pc
Tibet snow free By this offer they raise the interest of distributers and sales more They also
have offers for their distributors They usually give 3 sales commission but there are certain
cases where they gave 1 extra commission For example if the distributor need more
transportation cost due to the remote area then they will get this 1 extra commission
Page 29 of 32
Chapter Four
Conclusion
Page 30 of 32
Conclusion
In terms of marketing mix Fair amp Lovely is doing quiet good but Tibet is not up to the mark
After analyzing the current situation of these two brand in Bangladesh it is clear that Fair amp
Lovely is doing all possible innovations diversifications and brand building activities where
Tibet is not bringing any kind of product diversifications innovations even they are not updating
their packaging and proper communications But even then Tibet has good sales and it has good
demand in the market since the beginning On the other hand after doing all sorts of marketing
mix properly Fair amp Lovely also have good sales and they are the market leader in Bangladeshi
fairness market So to increase their market share Tibet has to increase more communications try
Page 31 of 32
to do more brand building activities where as Fair amp Lovely just have continue this scale of
activities very carefully and has to keep very sharp eyes into the PR activities
References
Websiteso httpwwwbangladeshdircomwebscatalogunilever_bangladeshhtml
o httpwwwunilevercombdaboutusintroductiontounileverbangladesh
ourhistoryo httpwwwslidesharenetspvnfairamplovelyfair-amp-lovely-fairness-cream-a-
crisis-for-unilever-bangladesho httpenwikipediaorgwikiMarketing_mix
o Hossain Mohammad Jakir Executive Kohinoor Chemical Company Limited
Page 32 of 32
They use their sales Representatives to collects orders from their retailors and then give the ordering list to the distributors These Sales representatives are the company people And when the distributors get the order they deliver the product to the consumer through their delivery people and these are not company owned employee
3322 Channel level
The above diagram shows that they use 2 level distributions Channel for distributing their product Here distributors and retailers are intermediaries on this diagram
3323 Push Strategy
As we all know push strategy means using the manufacturerrsquos sales force trade promotion or other means to induce intermediaries to carry promote and sell the product and after analyzing the strategy of Tibet I found they are using push strategy for their product Because-
They are using own Sales people for taking order
They are giving incentives to the retailers and distributors
Less mass media promotional activities
Page 22 of 32
Manufacturer
Distributors
Retailors
Consumers
Page 23 of 32
PromotionPage 24 of 32
Promotion is a marketing act with the intention of encouraging the sale of a good or service to
their target market For example product promotion performed by a typical business might take
the form of advertising the product in question via print or Internet ads direct mail or e-
mail letters and personal sales calls TV and radio ads billboards posters and flyers
341 Promotion of Fair amp lovely
Communication mix
Marketers try to position products as appropriate for group
activities Fair and lovelies advertisement provides
information to influence typically show members of a
group using product The message generally unstained is
that lsquoThis people was dark they use the product and
become brightrsquo So they try to communicate their targeted
market by using example Day by day they pick up the
reality in the society and use as examples which help to
sticks their target market So to promote their product as well as sales fair and lovely uses all the
media by which it can communicate the target market
3411 Advertising
Page 25 of 32
First if we think about Television media fair and lovely regularly introduce new advertisements
with new concepts As their target market love to follow models so they use beautiful models
and create a sense that if you use the product you will be like the model This is so influential to
their target market Fair lovely has placed TV added quite frequently during the change of their
product line Now came to the newspaper fair and lovely introduce their product and its positive
effect there and communicate their consumer They use the most noticeable place in newspaper
which highly attracts young generation and beauty conscious people But they donrsquot do it
frequently Fair and lovely is giving their advertisement effectively to some magazines In
magazines the usual place of fair and lovely in the front page and news Paper it shown in the
middle
There are also some billboards that are shown in the different areas of Dhaka city and some
high ways to reminder the consumer about the product and itrsquos effective because big in size
colorful and people canrsquot avoid it
3412 Sales promotion
Fair and lovely introduce a meter for measuring the fairness after using their product They also
provide a condition that it needs to use twice a day for observing the effect So consumer need to
use the product more which helps to increase in sales
Other tactics like ldquo20 extra More value for same costrdquo has worked wonderfully well On the
other hand Fair and lovely do some sponsorship especially where they have their targeted
market By the sponsorship fair and lovely provide knowledge about product which helps to
increase their sales
Page 26 of 32
3413 Product Promotion
Continuous innovation helps to attract the market and enlarge the market So fair and lovely
continuously introduce new product which makes them the market leader in Bangladesh There
promotional product like
Fair amp Lovely ndash Anti Marks for Blemish-less Fair
Skin
Fair amp Lovely ndash Ayurvedic Balance
Fair amp Lovely ndash Multi Vitamin for Clear Fair Skin
Fair amp Lovely ndash Max Fairness for Men
They also make some change in packaging and
labeling for the promoting product
3414 Brand Promotion
Page 27 of 32
Fair and lovely promote their brand by changing their product quality packaging and logo which
creates more attraction towards its targeted markets
342 Promotion of Tibet snow
Communication mix
Kohinoor Chemical targeted rural people as well as urban
people So the marketers of Tibet Snow positioned it as an
affordable cream that keeps skin fresh and young for a long
time They make a commitment that by using Tibet snow
consumer is able to keeps their skin fresh and young in
every season over the year
3421 Advertising
Kohinoor is giving less emphasis on Tibet Snow in terms of
television media for promoting their products because
they are now concentrating more on their other
products like- am pm toothpaste Sandalina soap But
Page 28 of 32
still they have limited number of advertisement telecasted in a limited time Beside this they are
using Fm radio as a media to promote Tibet snow They also provide some advertisement in the
newspaper and provide some posters in the bill boards but till in a very limited number They
also use bill board for advertisement
3422 Public Relation
Tibet Snow has good relationship with their agents and partners which also helped to develop
their public relation In a word they have positive public relationship
3423 Personal sales
Tibet snow uses distribution channel for distributing their products so right now they donrsquot have
any personal selling
3424 Sales promotion
Tibet snow like B2B more than the B2C So to promote the sales Tibet snow makes an offering
for retailers The offer is like if a retailer buy one dozen or 12 pcs then they will provide one pc
Tibet snow free By this offer they raise the interest of distributers and sales more They also
have offers for their distributors They usually give 3 sales commission but there are certain
cases where they gave 1 extra commission For example if the distributor need more
transportation cost due to the remote area then they will get this 1 extra commission
Page 29 of 32
Chapter Four
Conclusion
Page 30 of 32
Conclusion
In terms of marketing mix Fair amp Lovely is doing quiet good but Tibet is not up to the mark
After analyzing the current situation of these two brand in Bangladesh it is clear that Fair amp
Lovely is doing all possible innovations diversifications and brand building activities where
Tibet is not bringing any kind of product diversifications innovations even they are not updating
their packaging and proper communications But even then Tibet has good sales and it has good
demand in the market since the beginning On the other hand after doing all sorts of marketing
mix properly Fair amp Lovely also have good sales and they are the market leader in Bangladeshi
fairness market So to increase their market share Tibet has to increase more communications try
Page 31 of 32
to do more brand building activities where as Fair amp Lovely just have continue this scale of
activities very carefully and has to keep very sharp eyes into the PR activities
References
Websiteso httpwwwbangladeshdircomwebscatalogunilever_bangladeshhtml
o httpwwwunilevercombdaboutusintroductiontounileverbangladesh
ourhistoryo httpwwwslidesharenetspvnfairamplovelyfair-amp-lovely-fairness-cream-a-
crisis-for-unilever-bangladesho httpenwikipediaorgwikiMarketing_mix
o Hossain Mohammad Jakir Executive Kohinoor Chemical Company Limited
Page 32 of 32
Page 23 of 32
PromotionPage 24 of 32
Promotion is a marketing act with the intention of encouraging the sale of a good or service to
their target market For example product promotion performed by a typical business might take
the form of advertising the product in question via print or Internet ads direct mail or e-
mail letters and personal sales calls TV and radio ads billboards posters and flyers
341 Promotion of Fair amp lovely
Communication mix
Marketers try to position products as appropriate for group
activities Fair and lovelies advertisement provides
information to influence typically show members of a
group using product The message generally unstained is
that lsquoThis people was dark they use the product and
become brightrsquo So they try to communicate their targeted
market by using example Day by day they pick up the
reality in the society and use as examples which help to
sticks their target market So to promote their product as well as sales fair and lovely uses all the
media by which it can communicate the target market
3411 Advertising
Page 25 of 32
First if we think about Television media fair and lovely regularly introduce new advertisements
with new concepts As their target market love to follow models so they use beautiful models
and create a sense that if you use the product you will be like the model This is so influential to
their target market Fair lovely has placed TV added quite frequently during the change of their
product line Now came to the newspaper fair and lovely introduce their product and its positive
effect there and communicate their consumer They use the most noticeable place in newspaper
which highly attracts young generation and beauty conscious people But they donrsquot do it
frequently Fair and lovely is giving their advertisement effectively to some magazines In
magazines the usual place of fair and lovely in the front page and news Paper it shown in the
middle
There are also some billboards that are shown in the different areas of Dhaka city and some
high ways to reminder the consumer about the product and itrsquos effective because big in size
colorful and people canrsquot avoid it
3412 Sales promotion
Fair and lovely introduce a meter for measuring the fairness after using their product They also
provide a condition that it needs to use twice a day for observing the effect So consumer need to
use the product more which helps to increase in sales
Other tactics like ldquo20 extra More value for same costrdquo has worked wonderfully well On the
other hand Fair and lovely do some sponsorship especially where they have their targeted
market By the sponsorship fair and lovely provide knowledge about product which helps to
increase their sales
Page 26 of 32
3413 Product Promotion
Continuous innovation helps to attract the market and enlarge the market So fair and lovely
continuously introduce new product which makes them the market leader in Bangladesh There
promotional product like
Fair amp Lovely ndash Anti Marks for Blemish-less Fair
Skin
Fair amp Lovely ndash Ayurvedic Balance
Fair amp Lovely ndash Multi Vitamin for Clear Fair Skin
Fair amp Lovely ndash Max Fairness for Men
They also make some change in packaging and
labeling for the promoting product
3414 Brand Promotion
Page 27 of 32
Fair and lovely promote their brand by changing their product quality packaging and logo which
creates more attraction towards its targeted markets
342 Promotion of Tibet snow
Communication mix
Kohinoor Chemical targeted rural people as well as urban
people So the marketers of Tibet Snow positioned it as an
affordable cream that keeps skin fresh and young for a long
time They make a commitment that by using Tibet snow
consumer is able to keeps their skin fresh and young in
every season over the year
3421 Advertising
Kohinoor is giving less emphasis on Tibet Snow in terms of
television media for promoting their products because
they are now concentrating more on their other
products like- am pm toothpaste Sandalina soap But
Page 28 of 32
still they have limited number of advertisement telecasted in a limited time Beside this they are
using Fm radio as a media to promote Tibet snow They also provide some advertisement in the
newspaper and provide some posters in the bill boards but till in a very limited number They
also use bill board for advertisement
3422 Public Relation
Tibet Snow has good relationship with their agents and partners which also helped to develop
their public relation In a word they have positive public relationship
3423 Personal sales
Tibet snow uses distribution channel for distributing their products so right now they donrsquot have
any personal selling
3424 Sales promotion
Tibet snow like B2B more than the B2C So to promote the sales Tibet snow makes an offering
for retailers The offer is like if a retailer buy one dozen or 12 pcs then they will provide one pc
Tibet snow free By this offer they raise the interest of distributers and sales more They also
have offers for their distributors They usually give 3 sales commission but there are certain
cases where they gave 1 extra commission For example if the distributor need more
transportation cost due to the remote area then they will get this 1 extra commission
Page 29 of 32
Chapter Four
Conclusion
Page 30 of 32
Conclusion
In terms of marketing mix Fair amp Lovely is doing quiet good but Tibet is not up to the mark
After analyzing the current situation of these two brand in Bangladesh it is clear that Fair amp
Lovely is doing all possible innovations diversifications and brand building activities where
Tibet is not bringing any kind of product diversifications innovations even they are not updating
their packaging and proper communications But even then Tibet has good sales and it has good
demand in the market since the beginning On the other hand after doing all sorts of marketing
mix properly Fair amp Lovely also have good sales and they are the market leader in Bangladeshi
fairness market So to increase their market share Tibet has to increase more communications try
Page 31 of 32
to do more brand building activities where as Fair amp Lovely just have continue this scale of
activities very carefully and has to keep very sharp eyes into the PR activities
References
Websiteso httpwwwbangladeshdircomwebscatalogunilever_bangladeshhtml
o httpwwwunilevercombdaboutusintroductiontounileverbangladesh
ourhistoryo httpwwwslidesharenetspvnfairamplovelyfair-amp-lovely-fairness-cream-a-
crisis-for-unilever-bangladesho httpenwikipediaorgwikiMarketing_mix
o Hossain Mohammad Jakir Executive Kohinoor Chemical Company Limited
Page 32 of 32
PromotionPage 24 of 32
Promotion is a marketing act with the intention of encouraging the sale of a good or service to
their target market For example product promotion performed by a typical business might take
the form of advertising the product in question via print or Internet ads direct mail or e-
mail letters and personal sales calls TV and radio ads billboards posters and flyers
341 Promotion of Fair amp lovely
Communication mix
Marketers try to position products as appropriate for group
activities Fair and lovelies advertisement provides
information to influence typically show members of a
group using product The message generally unstained is
that lsquoThis people was dark they use the product and
become brightrsquo So they try to communicate their targeted
market by using example Day by day they pick up the
reality in the society and use as examples which help to
sticks their target market So to promote their product as well as sales fair and lovely uses all the
media by which it can communicate the target market
3411 Advertising
Page 25 of 32
First if we think about Television media fair and lovely regularly introduce new advertisements
with new concepts As their target market love to follow models so they use beautiful models
and create a sense that if you use the product you will be like the model This is so influential to
their target market Fair lovely has placed TV added quite frequently during the change of their
product line Now came to the newspaper fair and lovely introduce their product and its positive
effect there and communicate their consumer They use the most noticeable place in newspaper
which highly attracts young generation and beauty conscious people But they donrsquot do it
frequently Fair and lovely is giving their advertisement effectively to some magazines In
magazines the usual place of fair and lovely in the front page and news Paper it shown in the
middle
There are also some billboards that are shown in the different areas of Dhaka city and some
high ways to reminder the consumer about the product and itrsquos effective because big in size
colorful and people canrsquot avoid it
3412 Sales promotion
Fair and lovely introduce a meter for measuring the fairness after using their product They also
provide a condition that it needs to use twice a day for observing the effect So consumer need to
use the product more which helps to increase in sales
Other tactics like ldquo20 extra More value for same costrdquo has worked wonderfully well On the
other hand Fair and lovely do some sponsorship especially where they have their targeted
market By the sponsorship fair and lovely provide knowledge about product which helps to
increase their sales
Page 26 of 32
3413 Product Promotion
Continuous innovation helps to attract the market and enlarge the market So fair and lovely
continuously introduce new product which makes them the market leader in Bangladesh There
promotional product like
Fair amp Lovely ndash Anti Marks for Blemish-less Fair
Skin
Fair amp Lovely ndash Ayurvedic Balance
Fair amp Lovely ndash Multi Vitamin for Clear Fair Skin
Fair amp Lovely ndash Max Fairness for Men
They also make some change in packaging and
labeling for the promoting product
3414 Brand Promotion
Page 27 of 32
Fair and lovely promote their brand by changing their product quality packaging and logo which
creates more attraction towards its targeted markets
342 Promotion of Tibet snow
Communication mix
Kohinoor Chemical targeted rural people as well as urban
people So the marketers of Tibet Snow positioned it as an
affordable cream that keeps skin fresh and young for a long
time They make a commitment that by using Tibet snow
consumer is able to keeps their skin fresh and young in
every season over the year
3421 Advertising
Kohinoor is giving less emphasis on Tibet Snow in terms of
television media for promoting their products because
they are now concentrating more on their other
products like- am pm toothpaste Sandalina soap But
Page 28 of 32
still they have limited number of advertisement telecasted in a limited time Beside this they are
using Fm radio as a media to promote Tibet snow They also provide some advertisement in the
newspaper and provide some posters in the bill boards but till in a very limited number They
also use bill board for advertisement
3422 Public Relation
Tibet Snow has good relationship with their agents and partners which also helped to develop
their public relation In a word they have positive public relationship
3423 Personal sales
Tibet snow uses distribution channel for distributing their products so right now they donrsquot have
any personal selling
3424 Sales promotion
Tibet snow like B2B more than the B2C So to promote the sales Tibet snow makes an offering
for retailers The offer is like if a retailer buy one dozen or 12 pcs then they will provide one pc
Tibet snow free By this offer they raise the interest of distributers and sales more They also
have offers for their distributors They usually give 3 sales commission but there are certain
cases where they gave 1 extra commission For example if the distributor need more
transportation cost due to the remote area then they will get this 1 extra commission
Page 29 of 32
Chapter Four
Conclusion
Page 30 of 32
Conclusion
In terms of marketing mix Fair amp Lovely is doing quiet good but Tibet is not up to the mark
After analyzing the current situation of these two brand in Bangladesh it is clear that Fair amp
Lovely is doing all possible innovations diversifications and brand building activities where
Tibet is not bringing any kind of product diversifications innovations even they are not updating
their packaging and proper communications But even then Tibet has good sales and it has good
demand in the market since the beginning On the other hand after doing all sorts of marketing
mix properly Fair amp Lovely also have good sales and they are the market leader in Bangladeshi
fairness market So to increase their market share Tibet has to increase more communications try
Page 31 of 32
to do more brand building activities where as Fair amp Lovely just have continue this scale of
activities very carefully and has to keep very sharp eyes into the PR activities
References
Websiteso httpwwwbangladeshdircomwebscatalogunilever_bangladeshhtml
o httpwwwunilevercombdaboutusintroductiontounileverbangladesh
ourhistoryo httpwwwslidesharenetspvnfairamplovelyfair-amp-lovely-fairness-cream-a-
crisis-for-unilever-bangladesho httpenwikipediaorgwikiMarketing_mix
o Hossain Mohammad Jakir Executive Kohinoor Chemical Company Limited
Page 32 of 32
Promotion is a marketing act with the intention of encouraging the sale of a good or service to
their target market For example product promotion performed by a typical business might take
the form of advertising the product in question via print or Internet ads direct mail or e-
mail letters and personal sales calls TV and radio ads billboards posters and flyers
341 Promotion of Fair amp lovely
Communication mix
Marketers try to position products as appropriate for group
activities Fair and lovelies advertisement provides
information to influence typically show members of a
group using product The message generally unstained is
that lsquoThis people was dark they use the product and
become brightrsquo So they try to communicate their targeted
market by using example Day by day they pick up the
reality in the society and use as examples which help to
sticks their target market So to promote their product as well as sales fair and lovely uses all the
media by which it can communicate the target market
3411 Advertising
Page 25 of 32
First if we think about Television media fair and lovely regularly introduce new advertisements
with new concepts As their target market love to follow models so they use beautiful models
and create a sense that if you use the product you will be like the model This is so influential to
their target market Fair lovely has placed TV added quite frequently during the change of their
product line Now came to the newspaper fair and lovely introduce their product and its positive
effect there and communicate their consumer They use the most noticeable place in newspaper
which highly attracts young generation and beauty conscious people But they donrsquot do it
frequently Fair and lovely is giving their advertisement effectively to some magazines In
magazines the usual place of fair and lovely in the front page and news Paper it shown in the
middle
There are also some billboards that are shown in the different areas of Dhaka city and some
high ways to reminder the consumer about the product and itrsquos effective because big in size
colorful and people canrsquot avoid it
3412 Sales promotion
Fair and lovely introduce a meter for measuring the fairness after using their product They also
provide a condition that it needs to use twice a day for observing the effect So consumer need to
use the product more which helps to increase in sales
Other tactics like ldquo20 extra More value for same costrdquo has worked wonderfully well On the
other hand Fair and lovely do some sponsorship especially where they have their targeted
market By the sponsorship fair and lovely provide knowledge about product which helps to
increase their sales
Page 26 of 32
3413 Product Promotion
Continuous innovation helps to attract the market and enlarge the market So fair and lovely
continuously introduce new product which makes them the market leader in Bangladesh There
promotional product like
Fair amp Lovely ndash Anti Marks for Blemish-less Fair
Skin
Fair amp Lovely ndash Ayurvedic Balance
Fair amp Lovely ndash Multi Vitamin for Clear Fair Skin
Fair amp Lovely ndash Max Fairness for Men
They also make some change in packaging and
labeling for the promoting product
3414 Brand Promotion
Page 27 of 32
Fair and lovely promote their brand by changing their product quality packaging and logo which
creates more attraction towards its targeted markets
342 Promotion of Tibet snow
Communication mix
Kohinoor Chemical targeted rural people as well as urban
people So the marketers of Tibet Snow positioned it as an
affordable cream that keeps skin fresh and young for a long
time They make a commitment that by using Tibet snow
consumer is able to keeps their skin fresh and young in
every season over the year
3421 Advertising
Kohinoor is giving less emphasis on Tibet Snow in terms of
television media for promoting their products because
they are now concentrating more on their other
products like- am pm toothpaste Sandalina soap But
Page 28 of 32
still they have limited number of advertisement telecasted in a limited time Beside this they are
using Fm radio as a media to promote Tibet snow They also provide some advertisement in the
newspaper and provide some posters in the bill boards but till in a very limited number They
also use bill board for advertisement
3422 Public Relation
Tibet Snow has good relationship with their agents and partners which also helped to develop
their public relation In a word they have positive public relationship
3423 Personal sales
Tibet snow uses distribution channel for distributing their products so right now they donrsquot have
any personal selling
3424 Sales promotion
Tibet snow like B2B more than the B2C So to promote the sales Tibet snow makes an offering
for retailers The offer is like if a retailer buy one dozen or 12 pcs then they will provide one pc
Tibet snow free By this offer they raise the interest of distributers and sales more They also
have offers for their distributors They usually give 3 sales commission but there are certain
cases where they gave 1 extra commission For example if the distributor need more
transportation cost due to the remote area then they will get this 1 extra commission
Page 29 of 32
Chapter Four
Conclusion
Page 30 of 32
Conclusion
In terms of marketing mix Fair amp Lovely is doing quiet good but Tibet is not up to the mark
After analyzing the current situation of these two brand in Bangladesh it is clear that Fair amp
Lovely is doing all possible innovations diversifications and brand building activities where
Tibet is not bringing any kind of product diversifications innovations even they are not updating
their packaging and proper communications But even then Tibet has good sales and it has good
demand in the market since the beginning On the other hand after doing all sorts of marketing
mix properly Fair amp Lovely also have good sales and they are the market leader in Bangladeshi
fairness market So to increase their market share Tibet has to increase more communications try
Page 31 of 32
to do more brand building activities where as Fair amp Lovely just have continue this scale of
activities very carefully and has to keep very sharp eyes into the PR activities
References
Websiteso httpwwwbangladeshdircomwebscatalogunilever_bangladeshhtml
o httpwwwunilevercombdaboutusintroductiontounileverbangladesh
ourhistoryo httpwwwslidesharenetspvnfairamplovelyfair-amp-lovely-fairness-cream-a-
crisis-for-unilever-bangladesho httpenwikipediaorgwikiMarketing_mix
o Hossain Mohammad Jakir Executive Kohinoor Chemical Company Limited
Page 32 of 32
First if we think about Television media fair and lovely regularly introduce new advertisements
with new concepts As their target market love to follow models so they use beautiful models
and create a sense that if you use the product you will be like the model This is so influential to
their target market Fair lovely has placed TV added quite frequently during the change of their
product line Now came to the newspaper fair and lovely introduce their product and its positive
effect there and communicate their consumer They use the most noticeable place in newspaper
which highly attracts young generation and beauty conscious people But they donrsquot do it
frequently Fair and lovely is giving their advertisement effectively to some magazines In
magazines the usual place of fair and lovely in the front page and news Paper it shown in the
middle
There are also some billboards that are shown in the different areas of Dhaka city and some
high ways to reminder the consumer about the product and itrsquos effective because big in size
colorful and people canrsquot avoid it
3412 Sales promotion
Fair and lovely introduce a meter for measuring the fairness after using their product They also
provide a condition that it needs to use twice a day for observing the effect So consumer need to
use the product more which helps to increase in sales
Other tactics like ldquo20 extra More value for same costrdquo has worked wonderfully well On the
other hand Fair and lovely do some sponsorship especially where they have their targeted
market By the sponsorship fair and lovely provide knowledge about product which helps to
increase their sales
Page 26 of 32
3413 Product Promotion
Continuous innovation helps to attract the market and enlarge the market So fair and lovely
continuously introduce new product which makes them the market leader in Bangladesh There
promotional product like
Fair amp Lovely ndash Anti Marks for Blemish-less Fair
Skin
Fair amp Lovely ndash Ayurvedic Balance
Fair amp Lovely ndash Multi Vitamin for Clear Fair Skin
Fair amp Lovely ndash Max Fairness for Men
They also make some change in packaging and
labeling for the promoting product
3414 Brand Promotion
Page 27 of 32
Fair and lovely promote their brand by changing their product quality packaging and logo which
creates more attraction towards its targeted markets
342 Promotion of Tibet snow
Communication mix
Kohinoor Chemical targeted rural people as well as urban
people So the marketers of Tibet Snow positioned it as an
affordable cream that keeps skin fresh and young for a long
time They make a commitment that by using Tibet snow
consumer is able to keeps their skin fresh and young in
every season over the year
3421 Advertising
Kohinoor is giving less emphasis on Tibet Snow in terms of
television media for promoting their products because
they are now concentrating more on their other
products like- am pm toothpaste Sandalina soap But
Page 28 of 32
still they have limited number of advertisement telecasted in a limited time Beside this they are
using Fm radio as a media to promote Tibet snow They also provide some advertisement in the
newspaper and provide some posters in the bill boards but till in a very limited number They
also use bill board for advertisement
3422 Public Relation
Tibet Snow has good relationship with their agents and partners which also helped to develop
their public relation In a word they have positive public relationship
3423 Personal sales
Tibet snow uses distribution channel for distributing their products so right now they donrsquot have
any personal selling
3424 Sales promotion
Tibet snow like B2B more than the B2C So to promote the sales Tibet snow makes an offering
for retailers The offer is like if a retailer buy one dozen or 12 pcs then they will provide one pc
Tibet snow free By this offer they raise the interest of distributers and sales more They also
have offers for their distributors They usually give 3 sales commission but there are certain
cases where they gave 1 extra commission For example if the distributor need more
transportation cost due to the remote area then they will get this 1 extra commission
Page 29 of 32
Chapter Four
Conclusion
Page 30 of 32
Conclusion
In terms of marketing mix Fair amp Lovely is doing quiet good but Tibet is not up to the mark
After analyzing the current situation of these two brand in Bangladesh it is clear that Fair amp
Lovely is doing all possible innovations diversifications and brand building activities where
Tibet is not bringing any kind of product diversifications innovations even they are not updating
their packaging and proper communications But even then Tibet has good sales and it has good
demand in the market since the beginning On the other hand after doing all sorts of marketing
mix properly Fair amp Lovely also have good sales and they are the market leader in Bangladeshi
fairness market So to increase their market share Tibet has to increase more communications try
Page 31 of 32
to do more brand building activities where as Fair amp Lovely just have continue this scale of
activities very carefully and has to keep very sharp eyes into the PR activities
References
Websiteso httpwwwbangladeshdircomwebscatalogunilever_bangladeshhtml
o httpwwwunilevercombdaboutusintroductiontounileverbangladesh
ourhistoryo httpwwwslidesharenetspvnfairamplovelyfair-amp-lovely-fairness-cream-a-
crisis-for-unilever-bangladesho httpenwikipediaorgwikiMarketing_mix
o Hossain Mohammad Jakir Executive Kohinoor Chemical Company Limited
Page 32 of 32
3413 Product Promotion
Continuous innovation helps to attract the market and enlarge the market So fair and lovely
continuously introduce new product which makes them the market leader in Bangladesh There
promotional product like
Fair amp Lovely ndash Anti Marks for Blemish-less Fair
Skin
Fair amp Lovely ndash Ayurvedic Balance
Fair amp Lovely ndash Multi Vitamin for Clear Fair Skin
Fair amp Lovely ndash Max Fairness for Men
They also make some change in packaging and
labeling for the promoting product
3414 Brand Promotion
Page 27 of 32
Fair and lovely promote their brand by changing their product quality packaging and logo which
creates more attraction towards its targeted markets
342 Promotion of Tibet snow
Communication mix
Kohinoor Chemical targeted rural people as well as urban
people So the marketers of Tibet Snow positioned it as an
affordable cream that keeps skin fresh and young for a long
time They make a commitment that by using Tibet snow
consumer is able to keeps their skin fresh and young in
every season over the year
3421 Advertising
Kohinoor is giving less emphasis on Tibet Snow in terms of
television media for promoting their products because
they are now concentrating more on their other
products like- am pm toothpaste Sandalina soap But
Page 28 of 32
still they have limited number of advertisement telecasted in a limited time Beside this they are
using Fm radio as a media to promote Tibet snow They also provide some advertisement in the
newspaper and provide some posters in the bill boards but till in a very limited number They
also use bill board for advertisement
3422 Public Relation
Tibet Snow has good relationship with their agents and partners which also helped to develop
their public relation In a word they have positive public relationship
3423 Personal sales
Tibet snow uses distribution channel for distributing their products so right now they donrsquot have
any personal selling
3424 Sales promotion
Tibet snow like B2B more than the B2C So to promote the sales Tibet snow makes an offering
for retailers The offer is like if a retailer buy one dozen or 12 pcs then they will provide one pc
Tibet snow free By this offer they raise the interest of distributers and sales more They also
have offers for their distributors They usually give 3 sales commission but there are certain
cases where they gave 1 extra commission For example if the distributor need more
transportation cost due to the remote area then they will get this 1 extra commission
Page 29 of 32
Chapter Four
Conclusion
Page 30 of 32
Conclusion
In terms of marketing mix Fair amp Lovely is doing quiet good but Tibet is not up to the mark
After analyzing the current situation of these two brand in Bangladesh it is clear that Fair amp
Lovely is doing all possible innovations diversifications and brand building activities where
Tibet is not bringing any kind of product diversifications innovations even they are not updating
their packaging and proper communications But even then Tibet has good sales and it has good
demand in the market since the beginning On the other hand after doing all sorts of marketing
mix properly Fair amp Lovely also have good sales and they are the market leader in Bangladeshi
fairness market So to increase their market share Tibet has to increase more communications try
Page 31 of 32
to do more brand building activities where as Fair amp Lovely just have continue this scale of
activities very carefully and has to keep very sharp eyes into the PR activities
References
Websiteso httpwwwbangladeshdircomwebscatalogunilever_bangladeshhtml
o httpwwwunilevercombdaboutusintroductiontounileverbangladesh
ourhistoryo httpwwwslidesharenetspvnfairamplovelyfair-amp-lovely-fairness-cream-a-
crisis-for-unilever-bangladesho httpenwikipediaorgwikiMarketing_mix
o Hossain Mohammad Jakir Executive Kohinoor Chemical Company Limited
Page 32 of 32
Fair and lovely promote their brand by changing their product quality packaging and logo which
creates more attraction towards its targeted markets
342 Promotion of Tibet snow
Communication mix
Kohinoor Chemical targeted rural people as well as urban
people So the marketers of Tibet Snow positioned it as an
affordable cream that keeps skin fresh and young for a long
time They make a commitment that by using Tibet snow
consumer is able to keeps their skin fresh and young in
every season over the year
3421 Advertising
Kohinoor is giving less emphasis on Tibet Snow in terms of
television media for promoting their products because
they are now concentrating more on their other
products like- am pm toothpaste Sandalina soap But
Page 28 of 32
still they have limited number of advertisement telecasted in a limited time Beside this they are
using Fm radio as a media to promote Tibet snow They also provide some advertisement in the
newspaper and provide some posters in the bill boards but till in a very limited number They
also use bill board for advertisement
3422 Public Relation
Tibet Snow has good relationship with their agents and partners which also helped to develop
their public relation In a word they have positive public relationship
3423 Personal sales
Tibet snow uses distribution channel for distributing their products so right now they donrsquot have
any personal selling
3424 Sales promotion
Tibet snow like B2B more than the B2C So to promote the sales Tibet snow makes an offering
for retailers The offer is like if a retailer buy one dozen or 12 pcs then they will provide one pc
Tibet snow free By this offer they raise the interest of distributers and sales more They also
have offers for their distributors They usually give 3 sales commission but there are certain
cases where they gave 1 extra commission For example if the distributor need more
transportation cost due to the remote area then they will get this 1 extra commission
Page 29 of 32
Chapter Four
Conclusion
Page 30 of 32
Conclusion
In terms of marketing mix Fair amp Lovely is doing quiet good but Tibet is not up to the mark
After analyzing the current situation of these two brand in Bangladesh it is clear that Fair amp
Lovely is doing all possible innovations diversifications and brand building activities where
Tibet is not bringing any kind of product diversifications innovations even they are not updating
their packaging and proper communications But even then Tibet has good sales and it has good
demand in the market since the beginning On the other hand after doing all sorts of marketing
mix properly Fair amp Lovely also have good sales and they are the market leader in Bangladeshi
fairness market So to increase their market share Tibet has to increase more communications try
Page 31 of 32
to do more brand building activities where as Fair amp Lovely just have continue this scale of
activities very carefully and has to keep very sharp eyes into the PR activities
References
Websiteso httpwwwbangladeshdircomwebscatalogunilever_bangladeshhtml
o httpwwwunilevercombdaboutusintroductiontounileverbangladesh
ourhistoryo httpwwwslidesharenetspvnfairamplovelyfair-amp-lovely-fairness-cream-a-
crisis-for-unilever-bangladesho httpenwikipediaorgwikiMarketing_mix
o Hossain Mohammad Jakir Executive Kohinoor Chemical Company Limited
Page 32 of 32
still they have limited number of advertisement telecasted in a limited time Beside this they are
using Fm radio as a media to promote Tibet snow They also provide some advertisement in the
newspaper and provide some posters in the bill boards but till in a very limited number They
also use bill board for advertisement
3422 Public Relation
Tibet Snow has good relationship with their agents and partners which also helped to develop
their public relation In a word they have positive public relationship
3423 Personal sales
Tibet snow uses distribution channel for distributing their products so right now they donrsquot have
any personal selling
3424 Sales promotion
Tibet snow like B2B more than the B2C So to promote the sales Tibet snow makes an offering
for retailers The offer is like if a retailer buy one dozen or 12 pcs then they will provide one pc
Tibet snow free By this offer they raise the interest of distributers and sales more They also
have offers for their distributors They usually give 3 sales commission but there are certain
cases where they gave 1 extra commission For example if the distributor need more
transportation cost due to the remote area then they will get this 1 extra commission
Page 29 of 32
Chapter Four
Conclusion
Page 30 of 32
Conclusion
In terms of marketing mix Fair amp Lovely is doing quiet good but Tibet is not up to the mark
After analyzing the current situation of these two brand in Bangladesh it is clear that Fair amp
Lovely is doing all possible innovations diversifications and brand building activities where
Tibet is not bringing any kind of product diversifications innovations even they are not updating
their packaging and proper communications But even then Tibet has good sales and it has good
demand in the market since the beginning On the other hand after doing all sorts of marketing
mix properly Fair amp Lovely also have good sales and they are the market leader in Bangladeshi
fairness market So to increase their market share Tibet has to increase more communications try
Page 31 of 32
to do more brand building activities where as Fair amp Lovely just have continue this scale of
activities very carefully and has to keep very sharp eyes into the PR activities
References
Websiteso httpwwwbangladeshdircomwebscatalogunilever_bangladeshhtml
o httpwwwunilevercombdaboutusintroductiontounileverbangladesh
ourhistoryo httpwwwslidesharenetspvnfairamplovelyfair-amp-lovely-fairness-cream-a-
crisis-for-unilever-bangladesho httpenwikipediaorgwikiMarketing_mix
o Hossain Mohammad Jakir Executive Kohinoor Chemical Company Limited
Page 32 of 32
Chapter Four
Conclusion
Page 30 of 32
Conclusion
In terms of marketing mix Fair amp Lovely is doing quiet good but Tibet is not up to the mark
After analyzing the current situation of these two brand in Bangladesh it is clear that Fair amp
Lovely is doing all possible innovations diversifications and brand building activities where
Tibet is not bringing any kind of product diversifications innovations even they are not updating
their packaging and proper communications But even then Tibet has good sales and it has good
demand in the market since the beginning On the other hand after doing all sorts of marketing
mix properly Fair amp Lovely also have good sales and they are the market leader in Bangladeshi
fairness market So to increase their market share Tibet has to increase more communications try
Page 31 of 32
to do more brand building activities where as Fair amp Lovely just have continue this scale of
activities very carefully and has to keep very sharp eyes into the PR activities
References
Websiteso httpwwwbangladeshdircomwebscatalogunilever_bangladeshhtml
o httpwwwunilevercombdaboutusintroductiontounileverbangladesh
ourhistoryo httpwwwslidesharenetspvnfairamplovelyfair-amp-lovely-fairness-cream-a-
crisis-for-unilever-bangladesho httpenwikipediaorgwikiMarketing_mix
o Hossain Mohammad Jakir Executive Kohinoor Chemical Company Limited
Page 32 of 32
Conclusion
In terms of marketing mix Fair amp Lovely is doing quiet good but Tibet is not up to the mark
After analyzing the current situation of these two brand in Bangladesh it is clear that Fair amp
Lovely is doing all possible innovations diversifications and brand building activities where
Tibet is not bringing any kind of product diversifications innovations even they are not updating
their packaging and proper communications But even then Tibet has good sales and it has good
demand in the market since the beginning On the other hand after doing all sorts of marketing
mix properly Fair amp Lovely also have good sales and they are the market leader in Bangladeshi
fairness market So to increase their market share Tibet has to increase more communications try
Page 31 of 32
to do more brand building activities where as Fair amp Lovely just have continue this scale of
activities very carefully and has to keep very sharp eyes into the PR activities
References
Websiteso httpwwwbangladeshdircomwebscatalogunilever_bangladeshhtml
o httpwwwunilevercombdaboutusintroductiontounileverbangladesh
ourhistoryo httpwwwslidesharenetspvnfairamplovelyfair-amp-lovely-fairness-cream-a-
crisis-for-unilever-bangladesho httpenwikipediaorgwikiMarketing_mix
o Hossain Mohammad Jakir Executive Kohinoor Chemical Company Limited
Page 32 of 32
to do more brand building activities where as Fair amp Lovely just have continue this scale of
activities very carefully and has to keep very sharp eyes into the PR activities
References
Websiteso httpwwwbangladeshdircomwebscatalogunilever_bangladeshhtml
o httpwwwunilevercombdaboutusintroductiontounileverbangladesh
ourhistoryo httpwwwslidesharenetspvnfairamplovelyfair-amp-lovely-fairness-cream-a-
crisis-for-unilever-bangladesho httpenwikipediaorgwikiMarketing_mix
o Hossain Mohammad Jakir Executive Kohinoor Chemical Company Limited
Page 32 of 32
