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Shanto-Mariam University of Creative Technology
Faculty of Design and Technology
Department of Graphic Design
“Give emphasis t o the advertising area of toiletrise product”
As a Graphic designer’s point of view and demonstrate a complete solution of it.
Submitted By:Jakia JalalID:041032008
Graphic Design &Muiltimedia
Guide Teacher:Tanzil Hasnain Moin Ronnet
Dissertation submitted to Shanto-Mariam University of Creative Technology as part of the work for the Degree of Bachelor of Arts (Honors) in Graphic Design
2007
1
Declaration
No portion of the work referred to in this Dissertation has been submitted in
support of an application for another degree or qualification of this,or any other
university or institute of learning.
2
Abstract
The honors project(dissertation)is an integral part of final year,which it self is the
most important section of an honors degree.An honors graduate must attain a
high level of intellectual and imaginative development and show marked ability
and initiative in the knowledge of theoretical concepts and their application to
practical situation in the major specialization.
The student and the organization concerned to create an in depth project for
investigation and development,which will fulfill this aim.
The project will be the final test of a student’s individual ability to disseminate and
utilize theoretical information in the art of problem solving.
To do the dissertation I chose Unilever Brand and its three products. These
are,”lux”soap,All Clear”shaompoo,”Close up”toothpaste.Varieties of commercial
ads are already made for these products.But throught my dissertation I want to
present some new scheme of press media and packaging of these three
products and also focus the open responses after changes.
3
Introduction
Advertising is a paid form of communicating a message by the use of various
media. It is persuasive, informative, and designed to influence purchasing
behavior or thought patterns. Advertising Description or presentation of a
product, idea, or organization, in order to induce individuals to buy, support, or
approve of it.
I do my dissertation on advertising.For my dissertation I have choosen to do
research on Unilever products.Especiall on “LUX”,”CLOSE UP”,”ALL CLEAR”.
I am focused on press media and packaging of those three product and also give
new idea of all ads,packaging. What is the condition of those three product to the
market I have research on all this object.
150 million times a day, someone somewhere chooses a Unilever product. From
feeding your family to keeping your home clean and fresh, their brands are part
of everyday life. From comforting soups to warm a winter's day, to sensuous
soaps that make you feel fabulous, thier products help people get more out of
life. Consumer research plays a vital role in thier brands' development. They are
constantly developing new products and developing tried and tested brands to
meet changing tastes, lifestyles and expectations. And thier strong roots in local
markets also mean they can respond to consumers at a local level.
By helping improve people's diets and daily lives, they are can help people keep
healthier for longer, look good and give their children the best start in life.
4
Theyalso believe that the very business of conducting business in a responsible
way has a positive social impact. They create and share wealth, invest in local
economies and develop people's skills – both inside thier organisation and in the
communities around them.The product of Lux,All Clear,Close Up are the very
reputated brand of Unilever. By using those product anyone can be pampered, to
look and feel great, to enjoy that moment when anything seems possible.And
that’s just what Lux offers you on a daily basis at a price you can afford.
Everything about Lux, from the look and feel of the products and packaging to
the fragrances, is a delight to the feminine senses. In fact, Lux has been making
waves since 1924, when it launched the world's first mass-market beauty soap in
the US at a fraction of the cost of imported French soaps. Since then it has
expanded into other areas, including shower gels, bath additives, shampoos and
conditioners. At present, lux comes in four variants, white containing almond oils,
green containing herbal extracts, orange containing fruit extracts and pink
containing rose extracts.The new range of Lux soaps with its visible ingredients
caters to all your bathing needs enhancing your everyday bath
experience. Understanding the beauty ritual of gorgeous stars the world over,
Lux has captured their beauty secrets and has presented it in 4 modern and
sensually shaped tablets.
1.Lux Almond Delight – with almond oil, peach and cream
2.Lux Orchid Touch – with orchid petals in jojoba oil
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3.Lux Nature Pure – with oil of kohomba and cucumber extracts
4.Lux Golden Glow – with sandalwood oil and honey
All Clear Active Care is for those who want extra nourishment for a healthy scalp
and beautiful hair. If you enjoy your baths cool and refreshing, Clear Ice Cool will
keep you tingling with a fresh sensation. For relief from scalp irritation, Clear Itch
& Dry Scalp Control moisturizes to help eliminate itch and dryness. To prevent
hair-fall and breakage, Clear Hair Fall Defense is your innovative answer for
strong strands. The best part of all these choices is that they all offer the
complete dandruff solution. And finally, we have Clear Extra Strength for those
who want more aggressive dandruff-removal.
We all know the irritating feeling of having food residue stuck in between our
teeth, especially when they are in hard to reach places. If these same food
residues are not removed, they will eventually rot leading to tooth decay and very
bad breath.
Close up expert toothbrush was introduced alongside Close up Extended
Protection toothpaste to remove food residues that are stuck in-between the
teeth leaving our mouths clean, fresh and protected. As its name suggests, Close
Up expert toothbrush is an expert at cleaning and can even remove up to 99% of
certain food resides that are stuck in the mouth. It is available in four exciting
colours: red, green, dark blue and light blue.
6
Packaging is heavily integrated into our daily lives, we see it all around us, on
everyday items such as chocolate bars and potato chip (crisp) packets.bottolle of
sampoo,drink- As explained below, the main use for packaging is protection of
the goods inside, but packaging also provides us with a recognisable logo, or
packaging, we instantly know what the goods are inside.
Press media is nothing but related with printing sector. Any kind of advertisement
that is printed using in News Paper, Magazine, Billboard, Poster e.t.c. is called
press media. Press media is a very integral part for advertising. And its also very
popular media among people, because it can easily catch the customers
attention.
Aim
Give emphasis t o the advertising area of toiletrise product as a Graphic
designer’s point of viw.And demonstrate a complete solution of it.
To do the dissertation I chose Unilever Brand and its three products. These
are,”lux”soap,All Clear”shaompoo,”Close up”toothpaste.Varieties of commercial
ads are already made for these products.But throught my dissertation I want to
present some new scheme of press media and packaging of these three
products and also focus the open responses after changes.
7
Objective
1.What was the past condition of these three product(Lux,All Clear,Close up)
2. What is the present condition of these three product(Lux,All Clear,Close up)
3. What will be the future condition of these three product(Lux,All Clear,Close up)
4.The impact of Advertising of these three product(Lux,All Clear,Close up) to the
people.
5.How these three product(Lux,All Clear,Close up) can be more
needy,attractive,tempting to the people by advertising.
6.What is the lacking of these three products(Lux,All Clear,Close up) ads(press
media)and packaging.
7.Why all these product(Lux,All Clear,Close up) are not useable to all kind of
customer or consumer.-l-l 90i9
Methodology
To success the objective some steps have to taken by-
1.Take interview from marketing head of Unilever, designers of these three
products(Lux,All Clear,Close up).
2.Research on advertising of those products.
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3.Analisis on advertising of those products.
4.Take opinion from the people about the product(survey)
5.Ad collection.
Chart of my Research Work for Dissertation
9
Analysis InterviewSurvey
1. Company2. Customer 3. Consumer 4. Shopping Mall 5. Retailer 6. Grocery
Collection
Information
Newspaper Internet Company Ad Agency
Employers Director
History Ads Collections Ads
Present Situation/ Demand
HISTORY OF UNILEVER
History
In the 1890s, William Hesketh Lever, founder of Lever Bros, wrote down his
ideas for Sunlight Soap – his revolutionary new product that helped popularise
cleanliness and hygiene in Victorian England. It was 'to make cleanliness
commonplace; to lessen work for women; to foster health and contribute to
personal attractiveness, that life may be more enjoyable and rewarding for the
people who use our products'.
This was long before the phrase 'Corporate Mission' had been invented, but
these ideas have stayed at the heart of our business. Even if their language - and
the notion of only women doing housework – has become outdated.
In a history that now crosses three centuries, Unilever's success has been
influenced by the major events of the day – economic boom, depression, world
wars, changing consumer lifestyles and advances in technology. And throughout
we've created products that help people get more out of life – cutting the time
spent on household chores, improving nutrition, enabling people to enjoy food
and take care of their homes, their clothes and themselves.
In the early 1870s, they become interested in a new product made from beef fat
and milk – margarine – which, they realise, could be mass-produced as an
affordable substitute for butter.
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Later, over in the North of England in the mid-1880s, a successful wholesale
family grocery business run by William Lever starts producing a new type of
household soap. The product contains copra or pine kernel oil, which help it
lather more easily than traditional soaps made of animal fats. Unusually for the
time, Lever gives the soap a brand name – Sunlight – and sells it wrapped in
distinctive packs.
Competition and a sudden sharp rise in the cost of raw materials leads many to
set up associations, promoting their interests and defending themselves against
supplier monopolies.
With supplies of oils and fats struggling to meet the demand created by fast
growing soap and margarine production, the companies that will one day become
Unilever focus on securing stable sources of raw materials.
Meanwhile demand for margarine continues to escalate and Lever Brothers,
Jurgens and Van den Bergh increase their interests in the production of raw
materials.
Tough market conditions also lead to the further growth of trade associations.
When new technology is invented to solidify whale oil, businesses join together in
the Whale Oil Pool to regulate the distribution of this important new commodity.
But the clouds of war are gathering. The First World War is set to make a big
impact, firstly through increasing demand for soap and margarine - vital wartime
supplies - and secondly through the intervention of British and German
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governments, which effectively place the oil and fats industry under government
control.
But during the decade the margarine market suffers declining demand as butter
becomes more affordable.
Before his death in 1925, Lord Leverhulme builds up a private portfolio of
companies that include some dealing with produce from his newly acquired
estate in Scotland's Western Isles. Many of these, including Mac Fisheries Ltd,
will eventually be bought by Lever Brothers.
At the end of the decade alliances reach their ultimate conclusion and the official
history of Unilever begins. First, Jurgens and Van den Bergh join together to
create Margarine Unie. Then two years later - in one of the largest mergers of its
time - Margarine Unie teams up with Lever Brothers to create Unilever.
These conditions make the newly merged business' need to rationalise even
more urgent. So in the UK Unilever cuts its 50 soap-manufacturing companies to
concentrate on fewer brands, while on the continent governments protect local
butter production through taxes, excise duties and limits on production. The end
result is that Unilever's margarine and edible fat plants are cut from ten to five.
But despite the recession the business continues to expand: partly through the
development of new products in its established markets, and partly by acquiring
companies to take it into emerging categories like frozen and convenience
foods.
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This leads to the development of a corporate structure in which local Unilever
businesses act with a high level of independence and focus on the needs of local
markets.
After the war, Unilever's interests in Eastern Europe are lost with nationalisation
and the control exerted by the Soviet Union. The Chinese market is affected in a
similar way.
Yet throughout the 1940s Unilever continues to expand in the food market. New
businesses with a diverse range of products are acquired, and resources are put
into research and development for new materials and production techniques.
Unilever's United Africa Company grows fast, producing goods for sale in the
newly independent African states, which helps create new local manufacturing
industries. Meanwhile post-war prosperity in Europe, spurred by the start of the
European Community, leads to a consumer boom and rising standards of living.
As new scientific advances come thick an0d fast, Unilever increases its focus on
technology, making Port Sunlight Research its Research Division with
responsibility for both UK and Dutch laboratories. It also establishes a nutrition
research group in the Netherlands which fifty years later will become the Unilever
Health Institute - a centre of excellence in nutrition, health and vitality.
During the 1950s new types of food - most famously the fish finger - are
developed as a direct response to the need for nutritious food that makes use of
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ingredients available in the wake of post-war rationing. Some of these are then
marketed through a promising new channel - commercial TV.
As a result Unilever expands and diversifies through innovation and acquisition,
setting up advertising agencies, market research companies and packaging
businesses. In 1968 it tries to merge with Allied Breweries in a truly ambitious
acquisition bid. But maintaining profit stability is difficult as the gap widens
between best and worst performing operations, and funds are invested to
maintain low-yield businesses.
In the mid-60s, a restructure increases opportunities to grow brands
internationally. Control and European profit responsibility for the biggest brands
is subsequently moved from individual operating companies to category-focused
teams called Co-ordinations.
The growth of large retailers including supermarkets also starts a shift in
negotiating power away from manufacturers.
So Unilever continues to build 'turnkey' consumer goods businesses in sectors
including transport and packaging and has a major thrust into North America with
the purchase of National Starch. Fortunately the subsidiary United Africa
Company yields large profits in oil-booming Nigeria, helping balance out the
costs of businesses in Europe and the United States.
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But while Unilever continues to diversify in the 1970s, it stops expanding along
the supply chain as third party suppliers become larger and better equipped to
take over non-core tasks.
Its interests include plastics, packaging, tropical plantations and a shipping line,
as well as a wide range of foods, home and personal care products.
Early in the decade in a bold change of strategy it decides to refocus on core
product areas with strong markets and equally strong growth potential. The
necessary rationalization leads to large acquisitions and equally large
divestments, including the sale of animal feeds, packaging, transport and fish
farming businesses. But by 1989 the resulting growth of core businesses is
clearly evident.
This includes the decision to sell or withdraw many brands and concentrate on
those with the biggest potential.
Restructuring creates four core business areas: Home Care, Personal Care,
Foods and Speciality Chemicals. The new structure is led by a new team, ExCo
(the Executive Committee) and includes 12 business groups, each responsible
for a mix of geographical and product areas.
Also during this decade Unilever sets up a sustainable agriculture programme in
light of growing environmental pressures and consumer concerns about the food
chain. Other initiatives to preserve water resource and source fish from
sustainable stocks soon follow.
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Path to Growth quickly leads to more acquisitions and the rationalisation of
manufacturing and production sites to form centres of excellence. By the end of
2003 operating margins have risen, the integration of Bestfoods is complete, and
the portfolio is radically reshaped through the sale of 140 businesses, with the
result that the leading brands represent 93% of sales.At the beginning of the
century we open the Unilever Health Institute (UHI) – a centre of excellence in
nutrition, health and Vitality. UHI quickly plays a leading role in creating nutrition-
based foods and providing evidence to support the nutritional health claims of our
brands.
Environmental issues remain a high priority and in 2002 we launch the
Sustainable Agriculture Initiative in partnership with Danone and Nestlé, to
promote sustainable agriculture practices.Our new mission 'to meet everyday
needs for nutrition, hygiene, and personal care with brands that help people feel
good, look good, and get more out of life' was launched in 2004. Focusing the
business on 'bringing Vitality to life' provides new opportunities to grow by
meeting consumer needs for a healthy lifestyle, convenience and occasional
indulgence. Launching the new mission with the new Unilever brand helps clarify
what Unilever stands for around the world.
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Timeline
1992 Unilever enters the Czech Republic and Hungary, and establishes UniRus in Russia.
1993 Breyers ice cream is acquired in the US and Organics shampoo is first launched in Thailand. By 1995 Organics is sold in over 40 countries.
1994 The disposal of United Africa Company, Unilever's huge West African trading, brewing and textiles company, is completed.
1995Unilever publishes its Code of Business Principles.
The unprecedented decision is taken to practically eliminate trans-fats from food production in a rapid response to new research suggesting that their effect on blood cholesterol is at least as adverse as that of saturated fats.
1996Unilever makes an ambitious commitment to source all fish from sustainable stocks and starts working with the WWF to establish a certification programme for sustainable fisheries known as the Marine Stewardship Council (MSC).
Hindustan Lever and Brooke Bond Lipton India merge to create India’s largest private sector company, and the Helene Curtis hair care business in the US is acquired.
The Unilever Nutrition Centre is created.
Annapurna iodised salt is launched in India and starts to make a big impact on redressing iodine deficiency.
1997 Kibon ice cream is acquired in Brazil. Unilever's chemicals businesses including National Starch and Quest International are sold.
1999 Shareholders authorise a special dividend of €7.4 billion and a share consolidation to reduce the number of shares per issue.
17
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2000Bestfoods is acquired in the second-largest cash acquisition in history. Other acquisitions include Slim.Fast Foods, Ben & Jerry's and the Amora-Maille culinary business in France.
Becel/Flora pro.activ spreads with cholesterol-lowering plant sterols are launched and become the first functional food to win FDA and EU approval.
The Unilever Health Institute – a centre of excellence in nutrition, health and Vitality – is launched.
Unilever screens the first interactive advertisement: it’s broadcast on Sky's Open channel and promotes Chicken Tonight.
2001By 2001 Unilever has cut its brands from 1,600 to 900. DiverseyLever, Elizabeth Arden and Unipath are sold.
Unilever Bestfoods establishes its Global Nutrition and Health Network.
Unilever screens the first interactive TV commercial on a mainstream terrestrial channel in the UK; it promotes Colman's and Olivio.
2002The portfolio is reshaped and enhanced through acquisitions and the sale of 87 businesses without acceptable growth or margin potential, generating €6.3 billion of sale proceeds.
The Skin, Hair and Deodorant businesses grow by nearly 11%, partly through the continuing success of Rexona, Lux and Dove. Dove sales are well in excess of €2 billion and its extension into the hair category is rolled out across Europe and Latin America.
Unilever Australia wins a Cannes Media Lion Grand Prix award in recognition of excellence in advertising for Magnum's Seven Deadly Sins campaign.
The successful launch of Becel/Flora pro.activ continues.
2003Unilever Health Institute opens regional centres in Bangkok and Accra, Ghana.
Unilever is consulted by the WHO regarding the development of a Global Strategy on Diet, Physical Activity and Health (published May 2004).
Our Nutrition Policy and Nutrition and Health Academy are launched.
Unilever leads a UK cross-industry initiative to reduce salt levels in soups and meal sauces and the Healthy Heart Brand signs a three-year
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sponsorship deal with the World Heart Federation.
By the end of 2003 the business is buying half its fish from sustainable sources and water consumption per tonne of production is down by 13%.
2004The Vitality mission is launched and the new Unilever brand rolled out, including the new logo which represents the diversity of Unilever, our products and our people.
At the end of Q3, Unilever revises its earnings guidance for the year to low single-digit earnings per share growth (beia) and announces that the development of leading brands is likely to be lower in Q3 than Q2.
A variety of factors have led to this, including further decline in Home & Personal Care markets in Western Europe and competition remaining intense in Laundry and Hair in Asia. Unilever’s popular weight management system, Slim.Fast, is also hit by huge new consumer interest in low-carbohydrate diets, particularly in the US.
Simplification and cost-saving activities proceed and Unilever chairmen Antony Burgmans and Niall FitzGerald comment that “We are stepping up our marketplace activity, including putting additional A&P funds behind a number of high priority marketplace initiatives.”
Axe Touch is launched with great success in the US and Sunsilk is rolled out in Europe.
2005In February, Unilever announces a series of changes to streamline its management and leadership. Antony Burgmans becomes non-executive chairman of both Unilever N.V. and Unilever PLC while Patrick Cescau takes on the new role of group chief executive, responsible for all operations. A review of the Group structure is also announced.
The changes are designed to provide greater clarity of leadership and a platform for Unilever to focus on the needs of customers and consumers, and so reignite growth.
In May, Unilever sells its global prestige fragrance business, Unilever Cosmetics International (UCI), to Coty Inc, of the US. The sale is in line with Unilever’s strategy to focus on core categories.
The Nutrition Enhancement Programme is completed, through which 16,000 products have been assessed for levels of trans fats, saturated fats, sodium and sugars, and where necessary, action taken.
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Lever Brothers turned to Unilever
Lever Brothers Bangladesh LTD,one of the leading muiltinational consumer products manufacturing companies,has been renamed Unilever Bangladesh Limited by changing its four-decade long corporate identity in the country.
Announcing the adoption of new corporate identity and logo at a crowded press conference at Sonargaon Hotel in the city yesterday, Sanjiv Mehta, Chairman and Managing Director of Unilever Bangladesh Ltd, sai3TnTnis name change aligns our new identity with global Unilever and reaffirms Unilever's commitment to Bangladesh."
"With a new name we are renewing our pledge to serve our consumers and customers even better and in a more reliable manner," he said.
Established at Kalurghat in Chittagong in 1964 as a subsidiary of Unilever, Unilever Bangladesh Ltd now offers 14 different brands of consumer products. These are washing powder, shampoo and toothpaste, laundry and bath soaps, skincare products, and tea. The Bangladesh government holds 39%, while the Rotterdam-based Anglo-Dutch consumer goods company, Unilever holds the rest 69% of the shares of Unilever Bangladesh Ltd.
Describing the Unilever Bangladesh as "a successful partnership between the Bangladesh government and Unilever," Mehta said over 90 percent of the households in Bangladesh use Unilever's products in one way, or another. "We provide world-class products at affordable prices to the people of Bangladesh through more than 500,000 outlets across the country."
For instance, he said Unilever holds the largest market share of consumer products in Bangladesh. "Unilever controls 65% of market share of toothpaste and 55% market share of detergent in Bangladesh, and we are the No. 2 in the market share of tea."
Mehta mentioned that Unilever Bangladesh Ltd paid over Tk 200 crore to the Bangladesh government as duty, tax and dividend last year. The company also provides employment opportunities to some 10,000 people directly or indirectly .Replying to a question, he said Unilever Bangladesh has been exporting consumer products to Sri Lanka and Pakistan. "If opportunities arise and tariff barriers go down in future, Unilever Bangladesh would export its products to different parts of India, including the northeastern states," he said. Responding to another query, Mehta said his company used to procure 20% of its inputs from the local sources. "Now, 40% of the inputs of our products go to people are procured from local sources”
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The Unilever Bangladesh Chairman and Managing Director said his company spent about Tk 1,50 crore annually in Bangladesh for promotional activities, including advertisements, for its products.
Unilever Today
Their brands are trusted everywhere and, by listening to the people who buy them, they
have grown into one of the world's most successful consumer goods companies. In fact,
150 million times a day, someone somewhere chooses a Unilever product.
Look in your kitchen, or on the bathroom shelf, and you're bound to see one of their
well-known brands. They create, market and distribute the products that people choose
to feed their families and keep themselves and their homes clean and fresh.
They have a portfolio of brands that are popular across the globe - as well as regional
products and local varieties of famous-name goods. This diversity comes from two of
their key strengths:
• Strong roots in local markets and first-hand knowledge of the local culture.
• World-class business expertise applied internationally to serve consumers
everywhere.
Focusing on performance and productivity, They encourage their people to develop
new ideas and put fresh approaches into practice. Hand in hand with this is a strong
sense of responsibility to the communities they serve. They don't only measure success
in financial terms; how they achieve results is important too. They work hard to conduct
thier business with integrity - respecting thier employees, thier consumers and the
environment around them.
22
About unilever product
lux
Lux was first introduced as a bathroom soap in 1925. Produced by Lever
Brothers, it arrived in Ireland in 1928, offering people a chance to pamper
themselves for a modest price. From the 1930s right through to the 1970s, Lux
soap colours and packaging were altered several times to reflect fashion trends.
In 1958 five colours made up the range: pink, white, blue, green and yellow.
People enjoyed matching their soap with their bathroom colours. In the early
1990s, Lux responded to the growing trend away from traditional soap bars by
launching its own range of shower gels, liquid soaps and moisturising bars. In
2004, the entire Lux range was re-launched in Ireland to include five shower gels,
two new liquid soaps and two new soap bars. 2006 saw the launch of the
shimmering “Dancing Light” shower gel, when leaves your skin with a luminosity
ready to interact with the light.
Everything about Lux, from the look and feel of the products and packaging to
the fragrances, is a delight to the feminine senses. In fact, Lux has been making
waves since 1924, when it launched the world's first mass-market beauty soap in
the US at a fraction of the cost of imported French soaps. Since then it has
expanded into other areas, including shower gels, bath additives, shampoos and
conditioners.
23
Lux aims to be the paradigm of the new femininity. That's why Lux celebrates the
pleasure of being a woman today. Lux women want to be loved, admired and at
the same time express themselves in a feminine way.
Key facts
1.First mass market toilet soap launched in 1924.
2.Sales of 1.0 billion euros in 2005.
3.Sold in over 100 countries.
4.Market leader in countries including Arabia, Brazil, India, Thailand and
South Africa
5.Lux hair is the market leader in Japan.
1.Lux Almond Delight – with almond oil, peach and cream
2.Lux Orchid Touch – with orchid petals in jojoba oil
3.Lux Nature Pure – with oil of kohomba and cucumber extracts
4.Lux Golden Glow – with sandalwood oil and honey
24
Lux blue
Lux green
Lux orange
Lux pink
All Clear
Clear has been launched in Indonesia since 1975. The main proposition is to
provide effective solution against Dandruff. Clear has been one of the biggest
shampoo brand in Indonesia, one of the reason of Clear great performance is
because of Indonesia’s tropical climate which has high humidity makes dandruff
as a common problem for Indonesian people, and therefore there is a high
appeal of using anti dandruff shampoo in Indonesia.
All Clear was first launched in Bangladesh in 1986. It is the number 1
antidandruff shampoo in Bangladesh. In May 2006, All Clear was re-launched
with new formulation and packaging. The New All Clear contains VITA ACE, a
perfect blend of ingredients, which works on both your scalp and hair to give you
25
dandruff-free healthy scalp together with strong and beautiful hair. It has three
variants targeting specific scalp related problems.
Clear with its Vita-ACE has been proven for so many years in delivering a high
quality anti-dandruff product. In Indonesia Clear has 5 variants: Clear Active Care
effectively against dandruff for active people, Clear Ice Cool to provide cool
sensation whilst eliminating dandruff, Clear Scalp and Oil Control to eliminate
dandruff for oily hair, Clear Itch & dry scalp care; to overcome itchy feel caused
by dandruff and finally clear hair fall defence to lessen fall hair up to 93% in 5
weeks.
For every woman who's had to switch to a lighter-coloured jacket even though it
clashed with her outfit, for every woman who refuses to stand under the black
lights in the club – the new Clear Anti-Dandruff shampoo was created for you.
We understand that before that perfect date, before that big presentation, or
simply before you step out of the house – the last thing you want are flecks on
your shoulders when it doesn't snow in Malaysia.
The new Clear Anti-Dandruff Shampoo contains Vita-ACETM along with the
ingredients ZPT, Climbazole and scalp care agents to work on both your scalp
and hair. Vita-ACE is a combination of amino acid and Vitamin E to strengthen
and nourish the scalp, while Climbazole is an anti-dandruff agent that helps to
eliminate dandruff and prevent it from coming back when used as recommended.
This means that even if you don’t have dandruff, it will prevent it and keep your
scalp and hair healthy and beautiful.
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All Clear Hair Fall Defense
All Clear Ice Cool
All Clear Active Care
All Clear Hair Fall Defense Sachet
Clear Anticaspa Men Dual Effect 2X1
Clear Anticaspa Men Maximun Fresh
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Close up
Close up was launched as a gel toothpaste containing micro-whiteners and
mouthwash in 1984, and fired the imagination of the population with it's exciting
advertising.
Seeing the success that Unilever Bangladesh had with low unit price packs in
other categories, a sachet - more popularly called mini pack - met with
astounding success and enabled millions of youth, who aspired for a modern
trendy brand but were unable to afford one, to use the brand.
Close up mini virtually dominates the low unit price segment in oral care, and has
been instrumental in improving the oral hygiene in Bangladesh, particularly the
rural market where it enjoys a huge franchise.
Close up has truly been a challenger brand in the toothpaste market. Its biggest
achievement has been its ability to carve out a distinct, differentiated segment.
When launched in 1994, Close up was the first gel toothpaste in Vietnam and the
first toothpaste with mouthwash. For the first time, people had the option to brush
with transparent, shiny, bright colored gel toothpaste.
While others offered cavity control and strong teeth, Close up offered the
cosmetic benefits of superior fresh breath and shiny white teeth. This was based
on a strong and relevant consumer insight that people are conscious of how their
breath smells only when they are up close – especially with the opposite sex.
With the dual benefits of fresh breath and white teeth, the brand allowed people
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to get over their insecurity of bad breath and get closer to each other. The brand
stands for the message of social confidence for all.
Close up is a brand totally focused on the youth of the society. It doesn’t just
promise the young romantic’s fresher breath and whiter teeth, it also promised
them the confidence to get up close to the person who matters the most. All
activities of the brand are focussed around youth. The Christmas Activation in
December ’05 was a great success with the young. The Close up planet is a
website dedicated to such youth focussed fun activities. It uses the internet to
make young couples engage through kissing games, blind dates and meet their
perfect match.
So, all the young people out there, Close up is the brand to make life fun and
happening for you by giving you the confidence to reach out to the world. In the
coming months, you can expect some exciting new toothpastes and activities
coming your way from Close up.
Close up Ultra whitening variant was launched in March 2003, as well as a
unique whitening toothbrush that has a rubber lamella. Both toothpastes come in
gel based formulations that leave you with fresh breath after very brush. To
protect and maintain your teeth from cavities, brush your teeth with Close up.
Being as change oriented as its target market, Close up continually renews the
oral care experience by introducing new flavours every now and then. The
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new Close up offers four exciting flavours including an all new Eucalyptus Buzz.
Other variants are Menthol Chill, Icy Cool and Red Hot.
Close up Menthol Chill Close up Red Hot
Close up Eucalyptus Buzz Close up Icy Cool
Advertising
Advertising is paid, one-way communication through a medium in which the
sponsor is identified and the message is controlled. Variations include publicity,
public relations, product placement, sponsorship, underwriting, and sales
promotion. Every major medium is used to deliver these messages, including:
television, radio, movies, magazines, newspapers, the Internet, and billboards.
Advertisements can also be seen on the seats of grocery carts, on the walls of an
airport walkway, on the sides of buses, heard in telephone hold messages and
in-store public address systems. Advertisements are usually placed anywhere an
audience can easily and/or frequently access visuals and/or audio, especially on
clothing.
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Unilever’s Advertising
Advertising clients are predominantly, but not exclusively, for-profit corporations
seeking to increase demand for their products or services. Some organizations
that frequently spend large sums of money on advertising but do not strictly sell a
product or service to the general public include: political parties, interest groups,
religion-supporting organizations, and militaries looking for new recruits.
Additionally, some non-profit organizations are not typical advertising clients and
rely upon free channels, such as public service announcements. For instance, a
well-known exception to the use of commercial advertisements is Krispy Kreme
doughnuts which relies on word-of-mouth.
Unilever’s advertising are seen as necessary for economic growth, it is not
without social costs. Unsolicited Commercial Email and other forms of spam
have become so prevalent as to have become a major nuisance to users of
these services, as well as being a financial burden on internet service providers.
Unilever’s advertising is a toxic by-product of industrial society which may bring
about the end of life on earth.
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Press Media
Press media is nothing but related with printing sector. Any kind of advertisement
that is printed using in News Paper, Magazine, Billboard, Poster e.t.c. is called
press media.
Press media is a very integral part for advertising. And its also very popular
media among people, because it can easily catch the customers attention.
There are different types of press media obtainable. Major alternatives are-
1.Newspaper
2.Billboard
3.Poster
Poster
A poster is any large piece of printed paper designed to be attached to a wall or
vertical surface. Typically posters include both textual and graphic elements,
although a poster may be either wholly graphical or wholly textual. Posters are
designed to be both eye-catching and convey information. Posters may be used
for many purposes, and they are a frequent tool of advertisers (particularly of
events, musicians and films), propagandists, protestors and other groups trying
to communicate a message. Posters are also used for reproductions of artwork,
particularly famous works. Another type of poster are educational posters, which
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may be about a particular subject for educational purposes. Related to these are
academic or conference are generally low-cost compared to original artwork.
Many people also collect posters, and some famous posters have themselves
become quite valuable, collectors and vintage posters are usually framed and
matted. The most conventional size for graphical posters tends to be around 24
by 36 inches, though posters may be nearly any size. Much smaller printed
advertisements are typically known as handbills or flyers.
Billboard
A billboard is a large outdoor advertising structure, typically found in high traffic
areas such as alongside busy roads. Billboards present large advertisements to
passing pedestrians and drivers. Typically showing large, witty slogans and
distinctive visuals, billboards are highly visible in the top designated market
area's.Bulletins are the largest, most impactful standard-size billboards. Located
primarily on major highways, expressways or principal arterials, they command
high-density consumer exposure (mostly to vehicular traffic). Bulletins afford
greatest visibility due not only to their size, but because they allow creative
"customizing" through extensions and embellishments.
Posters are the other common form of billboard advertising, located chiefly in
commercial and industrial areas on primary and secondary arterial roads.
Posters are a smaller format than bulletins and are viewed principally by
residents and commuter traffic, with some pedestrian exposure.
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Paper Ad
Early in the morning as we sit for our first cup of tea,we read newspaper.waiting
for a bus we read newspaper.In the time of journey by bus,train,car we read
newspaper.So,it’s clear that people are very used to read newspaper.For that
advertisers are give the ads,information,concepts of ads to customer or
consumer.Paper ad is a powerful mass-media.It can educate the people on the
current advertisement of the world.Paper ad produces the effect of visual method
of instruction as well as instructs.By the paper ad the advertisers can
served,because they can communicated easily with consumers or customers,
and also what they intended to say.Paper ad is the most Characteristic feature of
modern civilization.It seems that for advertising paper ad has a very integral role
in market.By ad it’s very easy for any advertiser’s to reach their information to the
consumers or customers.
Unilever’s Press Media
To advertise their product they give different sort of ads (Press media).
1.Poster
2.Paper Ad
3.Billboard
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Poster, Billboard & Paper Ad of lux,All Clear & Close up
The Poster of lux,All Clear & Close up is not that much available in our country.
For some special occasion they may give poster ad of lux,All Clear & Close up.
Billboard of lux, All Clear & Close up can seems anywhere. specially on
commercial area. They very much used to published billboard for their product.
They bestow their product also by paper ad. once in a month they provide their
product.
Design of ads of lux,All Clear & Close up
The design of their product are quit similar with other products ad.For lux soap ad
they design the same object for billboard and poster.for example the recent
billboard ad of lux,there are put the image of Indian modle.some image of pursuit
are behind the modle.we can see the same design for poster and paper. Same
with All Clear shampoo. In the billboard, poster and paper ad of All Clear
shampoo there are also used international model for their product ads. They give
the image of those object which flavors they use in their product. For example In
cucumber flavor lux they put some cucumber image on their design. In ice cool
All Clear flavor they give image of ice cube on their design. Also in Mint flavor
close up they give image of fresh water with ice and put some international
model. There is nothing different with other product ads in their design.
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Packaging
1. The act, process, industry, art, or style of packing.
2. Material used for making packages.
3. The manner in which something, such as a proposal or product, or someone,
such as a candidate or author, is presented to the public.
Packaging is the science, art, and technology of enclosing or protecting products
for distribution, storage, sale, and use. Packaging also refers to the process of
design, evaluation, and production of packages. Package labelling (BrE) or
labeling (AmE) is any written, electronic, or graphic communications on the
packaging or on a separate but associated label.
Unilever’s packaging
The packaging of lux is not that much standard.like Dove,Vaseline nevia. Their
Packaging is heavily integrated into our daily lives, we see it all around us, on
everyday items such as soap bar,bottle of shampoo.diturgent etc. As explained
below, the main use for packaging is protection of the goods inside, but
packaging also provides us with a recognisable logo, or packaging, we instantly
know what the goods are inside.The packaging of All Clear & Close up has a
midium level stander.
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Example of Unilevers Poster, Paper Ad, Bill Board, Desing & Packging
Billboard of All Clear
Poster of All Clear
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Poster of All Clear
Poster of Close up
Bill Board of Close up
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Billboard of Lux
Poster of Lux
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Recommendation
All Lux products in the body wash and shower gel ranges are 100% soap free
and produce a skin pH balanced gentle cleansing lather.Lux now offers three
new products to let you shimmer and sparkle like a star. Spoil your skin with one
of the three new products: Luminous Touch Body Wash, Dancing Light Body
Wash or Shimmering Sea Shower Gel. For softer, smoother and naturally
beautiful skin.Acne is caused by plugs of 'sebum', a type of facial oil, getting
trapped in hair follicles, leading to bacterial inflammationThere are more bacteria
in your mouth than people on the planet. So cleaning your teeth regularly is vital
if you want to keep your breath fresh.Taking good care of our teeth and gums
helps to keep us healthy and it's more social too – no one wants to be around a
person with bad breath! It's easy when you know how.There are few things more
appealing than bouncing, silky hair glinting under the sun. Here’s how to keep
your locks healthy!
All of my research I got lots of information,idea,concept about all ads and
packaging of Lux,All Clear,Close up.The present number of customer of all those
products are shown by a chart:
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Packaging Product Lower
class
Middle
class
Upper middle High class
Lux Lux 1% 45% 20% 10%
All Clear All Clear 2% 40% 25% 15%
Close up Close up 1% 30% 40% 25%
So, by this chart we can easily understand the situation all of those mentioned
products in market.The reson of this situation is explain by a chart:
Lower class Lux Don’t use because cost of money
All Clear Don’t use because cost of money
Close up Don’t use because cost of money
Middle class Lux Packet & flavour attract them
All Clear Packet & flavour attract them
Close up Cost of money
Upper middle Lux Packet & flavour doesn’t attract them
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class
All Clear Packet doesn’t attract them
Close up They like this product.
High class Lux Packet & flavour doesn’t attract them
All Clear Packet & flavour doesn’t attract them
Close up .They like this product
My own concept for lux.All Clear,Close up ads (press media) & packaging
For this situation my solution is to make packaging design and ads design in that
way what the consumer or customer like.As a designer it has to be keep in mind
that the tast of customer.In unilever product ads they use the image of
international model.This cocept should be change.Because in our country 80%
people are lower class.so designer should think about their tast.lower class
people like bangladeshi actress.so to sell the product to them we can use the
picture of bangladeshi actress for ad.Besides the higher classes of people don’t
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pick lux soap for their daily life because of packaging.so for the higher classes
people designer should standerd their packet.for that organization or company
should help designer to design the right design for ad and make different packet.
Bibliography
Wed Site
www.wikipedia.com
www.answer.com
www.about.com
www.google.com
www.unilever.com
www.deal.com
www.leverbrothers.com
Bangladeshi Newspaper
Prothom Alo March 2, 2007
Ajker Kagoj February 6, 2007
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Bangladeshi Magazine
Ice Today
Jai Jai Din
Chrdek
Anondolok
Appendices
( Questionnaire )
1.How many customers know about LUX?
a) Less than 50%b) 50% - 70%c) 70% - 90%d) More than 90%
2.How many customers use LUX?
a) Less than 50%b) 50% - 70%c) 70% - 90%d) More than 90%
3.How many customers like ads (Press media) of LUX?
a) 20% - 40%b) 40% - 60%c) 60% - 80%d) 80% +
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4.How many customers like packaging of LUX?
a) 20% - 40%b) 40% - 60%c) 60% - 80%d) 80% +
5.What things customers more prefer about LUX?
a) Packaging (40%)b) Ads (45%)c) Flavor (12%)d) All of them (3%)
6.How many retailers can sell LUX to grocery shop?
a) 40% - 60%b) 60% - 80%c) 80% - 90%d) 90% +
7.How many Groceries can sell LUX to customer?
a) 30% - 50%b) 50% - 70%c) 70% - 90%d) 90% +
8.How many Groceries can sell LUX to consumer?
a) 30% - 50%b) 50% - 70%c) 70% - 90%d) 90% +
9.What kind of ads of LUX more preferable for viewers?
a) Magazine adsb) Press adsc) Posters
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d) Billboards
10.Which classes of people prefer the LUX soap?
a) Lower Classb) Middle Classc) High-Middle Classd) Higher Class
11.Which age of people is like most the LUX soap?
a) 10 - 25b) 26 - 40c) 41 - 55d) 55 +
12.Gender consuming the LUX soap?
a) Maleb) Femalec) Both
13.How many customers know about ALL-CLEAR?
a) Less than 50%b) 50% - 70%c) 70% - 90%d) More than 90%
14.How many customers use ALL-CLEAR?
a) Less than 50%b) 50% - 70%c) 70% - 90%d) More than 90%
15.How many customers like ads (Press media) of ALL-CLEAR?
a) 20% - 40%b) 40% - 60%c) 60% - 80%
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d) 80% +
16.How many customers like packaging of ALL-CLEAR?
a) 20% - 40%b) 40% - 60%c) 60% - 80%d) 80% +
17.What things customers more prefer about ALL-CLEAR?
a) Packaging (40%)b) Ads (45%)c) Flavor (12%)d) All of them (3%)
18.How many retailers can sell to ALL-CLEAR grocery shop?
a) 40% - 60%b) 60% - 80%c) 80% - 90%d) 90% +
19.How many Groceries can sell to ALL-CLEAR customer?
a) 30% - 50%b) 50% - 70%c) 70% - 90%d) 90% +
20.How many Groceries can sell ALL-CLEAR to consumer?
a) 30% - 50%b) 50% - 70%c) 70% - 90%d) 90% +
21.What kind of ads of ALL-CLEAR more preferable for viewers?
a) Magazine adsb) Press adsc) Posters
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d) Billboards
22.Which classes of people prefer the ALL-CLEAR soap?
a) Lower Classb) Middle Classc) High-Middle Classd) Higher Class
23.Which age of people is like most the ALL-CLEAR soap?
a) 10 - 25b) 26 - 40c) 41 - 55d) 55 +
24.Gender consuming the ALL-CLEAR soap?
a) Maleb) Femalec) Both
25.How many customers know about PEPSODENT?
a) Less than 50%b) 50% - 70%c) 70% - 90%d) More than 90%
26.How many customers use PEPSODENT?
a) Less than 50%b) 50% - 70%c) 70% - 90%d) More than 90%
27.How many customers like ads (Press media) of PEPSODENT?
a) 20% - 40%b) 40% - 60%c) 60% - 80%
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d) 80% +
28.How many customers like packaging of PEPSODENT?
a) 20% - 40%b) 40% - 60%c) 60% - 80%d) 80% +
29.What things customers more prefer about PEPSODENT products?
a) Packaging (40%)b) Ads (45%)c) Flavor (12%)d) All of them (3%)
30.How many retailers can sell PEPSODENT to grocery shop?
a) 40% - 60%b) 60% - 80%c) 80% - 90%d) 90% +
31.How many Groceries can sell PEPSODENT to customer?
a) 30% - 50%b) 50% - 70%c) 70% - 90%d) 90% +
32.How many Groceries can sell PEPSODENT to consumer?
a) 30% - 50%b) 50% - 70%c) 70% - 90%d) 90% +
33.What kind of ads of PEPSODENT more preferable for viewers?
a) Magazine adsb) Press adsc) Posters
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d) Billboards
34.Which classes of people prefer the PEPSODENT soap?
a) Lower Classb) Middle Classc) High-Middle Classd) Higher Class
35.Which age of people is like most the PEPSODENT soap?
a) 10 - 25b) 26 - 40c) 41 - 55d) 55 +
36.Gender consuming the PEPSODENT soap?
a) Maleb) Femalec) Both
Acknowledgement
To complete my Dissertation I would like give thank you to my guide teacher
Tnzil Hasnain Moin Ronnet.He helped me to do my dissertation in many way.He
gave me lots of information about my dissertation project.I also give thank you to
ma course tuitou Aktar Khair Tanin.She refered me to go Ad com for collect ads
and information.In ad com Asraful Islam Rony(Brand Manager All Clear) help me
by giving many information and concept of ads.
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