Chapter 1
Introduction:
In this competitive business world, marketing is an essential part of any company. The
main two ideas of marketing are to attract the market and do the activities to retain them.
In order to do the jobs of marketing a proper marketing plan is very important. Without
having a complete plan the job of marketing will left with many excuses and even it
could create a disturbing consequence for the company. So, to have an appropriate
marketing plan for every product of the company is very necessary.
There are many companies in Bangladesh serving to people. All the leading companies
have a strong marketing department where the marketing strategies and marketing mix
are made.
In addition to those brands, we have created the marketing plan a new product for
Unilever which we named as ‘WhiteLight - Tooth Whitening System’.
Marketing Plan for WhiteLight
Chapter 2
Company Profile:
In the 1890s, William Hesketh Lever, founder of Lever Bros, wrote down his ideas for
Sunlight Soap – his revolutionary new product that helped popularize cleanliness and
hygiene in Victorian England. Mainly from this time first idea to establish Unilever
formed.
Over the the last four decades, Unilever Bangladesh has been constantly bringing new
and world-class products for the Bangladeshi people to remove the daily drudgery of
life. Over 90% of the country’s households use one or more of products.
Unilever Bangladesh Ltd offers a wide variety of consumer goods to the people of
Bangladesh. Its operations are categorized into three categories-
- Food
- Home care
- Personal care
Under these three operations Unilever manufactures various categories of products and
for each of those categories they have successfully established many brands. The product
mix of Unilever Bangladesh Ltd is as following-
Marketing Plan for WhiteLight
Unilever Bangladesh Ltd produces pure consumer goods. Some its brands are produced
locally in Bangladesh and some are imported from other regional factory of Unilever, like
Thailand, China, and UK etc. In Bangladesh the company has a Soap Manufacturing
factory and a Personal Products Factory located in Chittagong. Besides these, there is a
tea packaging operation in Chittagong and three manufacturing units in Dhaka, which are
owned and run by third parties exclusively dedicated to Unilever Bangladesh.
The capital expenditures of Unilever have generally been moderate. This allows Unilever
to use its cash resources for other business investment purposes.
Marketing Plan for WhiteLight
2.3 Logo and Slogan:
Our slogan is; “Feel good, look good and get more out of life”
2.4 Mission:
Unilever's mission is to add Vitality to life. We meet everyday needs for nutrition,
hygiene and personal care with brands that help people look good, feel good and get more
out of life.
2.5 Vision:
The four pillars of our vision set out the long term direction for the company – where we
want to go and how we are going to get there:
• We help people feel good, look good and get more out of life with brands and
services that are good for them and good for others.
• We will inspire people to take small everyday actions that can add up to a big
difference for the world.
• We will develop new ways of doing business that will allow us to double the size
of our company while reducing our environmental impact.
Marketing Plan for WhiteLight
2.6 Objective:
Objective means the ‘goals’ that the business must achieve in order to meet its wider
business objectives.
The following SWOT analysis captures the key strengths and weaknesses within the
company and describes the opportunities and threats facing Unilever Bangladesh Ltd.
Strengths:
• Competitive advantages
Marketing Plan for WhiteLight
Weaknesses:
• Lack of control in the market. If any disruption arises between company and
distributor then the whole market suffers.
Opportunities:
• Niche marketing
Threats:
The moto of Unilever is to hold its strengths the longest time possible. It is also working
constantly with a view to using its opportunities at best. In spite of being the market
leader Unilever Bangladesh has some weaknesses and threats. Its research department is
working hard to make strategies to overcome those weaknesses and threats.
Marketing Plan for WhiteLight
Unilever Bangladesh Ltd produces pure consumer goods. Some its brands are produced
locally in Bangladesh and some are imported from other regional factory of Unilever, like
Thailand, China, and UK etc. In Bangladesh the company has a Soap Manufacturing
factory and a Personal Products Factory located in Chittagong. Besides these, there is a
tea packaging operation in Chittagong and three manufacturing units in Dhaka, which are
owned and run by third parties exclusively dedicated to Unilever Bangladesh.
In the market of consumer goods Unilever Bangladesh Ltd is considered as the market
leader. As a market leader there is always a risk to be attacked by the market challengers.
She, Unilever’s strategy is to defend their market share by being premium in service,
having full-line strategy, extensive and efficient dealership system and good financing.
In Bangladesh the major two challengers for Unilever is ‘Square Toiletries Ltd’ and
‘Proctor & Gamble Ltd’.
Marketing Plan for WhiteLight
Chapter 3
Product profile:
In this marketing plan our concerning product is tooth whitening system. WhiteLight is a
revolutionary new system that incorporates light technology to whiten our tooth fast.
Light treatment is the latest whitening technique used by dentists. The unique, patent
pending WhiteLight is designed to be used at home and is extremely easy to use. The
advanced light combined with the specially formulated gel, rapidly removes surface
stains and penetrates deep to remove embedded stains. Works great on stains caused by
coffee, tea, smoking, red wine, fruit juice, cola, aging and more.
“WhiteLight” tooth whitening system will basically be a shopping product that people
will buy less frequently at higher price and fewer purchase locations.
3.2 Features:
3.3 Packaging:
Packaging involves designing and producing the container or wrapper for a product.
Traditionally the function of packaging is to hold and protect the product. But in recent
days it is recognized that packaging perform many sales task from attracting attention to
describing the product and to make it to sale.
For our new product we will do regular packaging, in this package we will keep the
WhiteLight - Tooth Whitening System independently. It will be packaged individually.
Marketing Plan for WhiteLight
Each package contents:
Note: There are two different color gels but both are the same.
Packaging of ‘WhiteLight - Tooth Whitening System’ will be done in such a way so that
we can draw the attention of people. The packaging will be done in such a way so it will
be differentiated from other type of products and can deliver the message very clearly. It
will identify the brand and also convey some descriptive and persuasive information
about the product.
Initially we will do packaging in the upper mentioned manners, but depending on the
positive response in future we will plan to do packaging in other way, like-
We will try to offer the parts like formulated gel or whitener machine etc.
individually.
As it’s a new product for Unilever, other products are popular and already achieve stars.
Therefore comparatively we are hoping in the starting time we can gain Question marks
for “WhiteLight”. Though people are now more conscious about teeth; white teeth and
bright smile is part ones personality. So we are assuming people are more comfortable to
spend money on whitening teeth. When we will enter the growing market initially we
will be able to grab small amount of market share so we should apply Build Strategy by
injecting cash to increase market share and to make this product stars.
In our marketing plan as we are producing same product to all consume, which refers to
mass marketing means no segmentation by demographic, geographic, behavioral etc.
Though our product is totally new in Bangladesh not so much people are aware about the
product therefore primarily we are focusing urban area people of some big cities; so
single segment concentration is our selective pattern of target market selection for this
product.
WhiteLight is really appropriate to those people who are very look conscious. Because of
their consciousness may be they will recognize their needs. By our marketing they can be
aware about the product and search more information from dentists and also by surfing
internet. If they are interested about our product consumer can buy the product from
some of our outlets. And we are hoping this product will satisfy their needs.
Strenghts Weaknesses
Strong Brand Image High Prices
eServices and technology Fewer purchase location
Faster tooth whitener
Easy to carry
Marketing Plan for WhiteLight
Opportunities Threats
Differnt color gel Competitors can produce
Different flavore gel Serving at lower price
Price of raw materials can go up
Chapter 4
Pricing Strategy:
4.1 Price setting:
Price is the amounts of money customers have to pay to obtain the product. Generally in
setting price companies follow the following steps:
Determine demand
Estimate costs
Chapter 5
The distribution process of WhiteLight - Tooth Whitening System will be same as the
company’s other products, which is as following-
Own distributors
Wholesalers
Unilever itself
Manufacturer
Manufacturer:
Marketing Plan for WhiteLight
We will produce this new product by our own and we will also make the formulated gel,
whitening machine of the dental floss by our own.
Wholesaler:
Unilever has its own distributors who will buy the wholesale amount and sell these to the
retailers.
Retailers:
Retailers will buy the products from distributors and sell these to the final consumers.
Consumers:
People can get it in superstores, big pharmacies etc. We will place this product mainly in
urban areas of Dhaka City and Chittagong City of Bangladesh with Unilever’s
exceptionally good channel of distribution.
As Unilever have their own distributors who are working as wholesaler, and they are sell
the product to the retailers from them consumer buy the product. Therefore, we can say
two level of distribution channel is followed by the Unilever.
Chapter 6
Promotional Tools:
Promotion means activities that communicate the merits of the products and persuade
consumers to buy it. So our targeted audiences are mainly the potential user of our
product. Though we specially targeted urban people, our main promotional concern will
go on them. We will do different types of promotional activities to introduce and create
awareness about our “WhiteLight” to the people.
6.1 Advertising:
TV advertising : For this product we will provide the information in such a way that will
include that, “Using whiting toothpaste is not always effective for everyone and visiting
to dentist for whiting is uncomfortable for some people and it takes a long time. But as
our “WhiteLight” Tooth whitener is very small and light product and easy to use for any
one at home, it will be able to whiten our teeth quickly and safely and as the gel is of
meant flavor, so it will also help us to have fresh breadth. So, we should use this Tooth
whitener.”
In these advertisements we will use either people or animation or both of them together.
It will be decided according to the costs.
6.2 Sales promotion: We will give free samples in dental clinic, educational institutions
like dental college, hospital and also in super stores. The quality of those free samples
will be smaller than the original one.
Depending on the costs and future positive response we will plan to make more varieties
of advertisements and will give attractive sales promotion to grab and retain more
customers.
Communication Budget
Medium Cost in TK % of Total Cost
We will arrange press conferences and will try to have renowned dentists in
those programs, so that the information and messages seems trustworthy to the people.
We will try to arrange seminars in schools, colleges, universities and medical
colleges about the usefulness and benefits of using WhiteLight. We think it will bring more
positive response because now a day young people are much
more concern about their look. In these seminars we will give free samples.
In future if possible we will also try to sponsor some events and show to attract more
customers and to capture strong places in the minds of the consumers.
Marketing Plan for WhiteLight
Chapter 7
Action Program:
The strategies regarding the product, its promotional activities, price setting all will be
done by the marketing department.
The job of designing the product, manufacturing and packaging will be accomplished by
the production department.
Finance department will be responsible for budgeting and financing the product.
Like other brands of the company, a brand manager will be assigned for ‘WhiteLight -
Tooth Whitening System’ to administer overall activities of the product.
Marketing Plan for WhiteLight
Chapter 8
8.1 Problem Identification:
Unilever is a establisher organization in our country so it have not that much problems.
However, WhiteLight is a new product in Bangladesh therefore it have some problems,
which are given below-
• Higher Price
• Lower purchase location
• Not aware about the product
• No segmentation
Unilever should take initiative to reduce the price. Because without upper class
people this product’s price is unaffordable for other classes people.
Unilever should increase their distribution in other cities as it only available in Dhaka
and Chittagong.
Unilever should make people aware by increasing their advertising, sales promotion
and public relation.
Unilever should segment their customer by producing different flavored gel like for
male- mint, vanilla and for female-chocolate, strawberry.
Marketing Plan for WhiteLight
Chapter 9
Budgeting:
This section will offer a financial overview of “WhiteLight” Tooth whitener as it relates
to the marketing activities. The tooth whitener will address break-even analysis, sales
forecasts, expense forecasts, and how they link to the marketing strategy.
Assumptions:
Fixed cost = Tk.800000
Variable cost = Tk.1200 per unit
Per unit cost = Tk.1350
From here we see that, if we set the price at tk.2000, the monthly break even volume is
only 2250 units. But at tk.1800 the break even volume is 3000 units which is a bit high
but we are having highest profit 10000000tk. So we have decided to go for tk.1800 per
unit where the company will be able to gain 37.5 percent profit per unit. The break even
analysis is shown in the figure:
Marketing Plan for WhiteLight
Sales forecast:
WhiteLight feels that the sales forecast is conservative. It will steadily increase sales as
the advertising budget allows. As this WhiteLight will be available in both
pharmaceutical stores and super markets, so in the following table we can see its sales
forecast:
1200000
1000000
800000
Pharmaceutical Store
600000
Super Market
400000
200000
0
2010 2011 2012 2013 2014
Graph: Sales forecast of “WhiteLight” Tooth whitener
The expense forecast will be used as a tool to keep the department on target and provide
indicators when corrections and modifications are needed for the proper implementation
of the marketing task.
The marketing expense is high in the beginning of the product. As the product goes
towards its maturity level, the expense starts to settle down a bit. Then again after the
maturity stage the marketing expense needs to increase as promotional activities are
increased for larger sale.
Marketing Plan for WhiteLight
Marketing expense budget 2010 2011 2012 2013 2014
2000000
1800000
1600000
1400000
1200000
1000000 Sales
800000 Expence
600000
400000
200000
0
2010Sales vs.2011
Graph: 2012
Expense of “WhiteLight” 2013
Tooth whitener 2014
Marketing Plan for WhiteLight
Chapter 10
Contingency plan:
The job of monitoring performance comes after implementing the plan. It is important to
monitor whether the job is being performed as it is planned. If not then corrective
methods must be taken.
• http://www.provenmodels.com/16
• http://www.10mintoothwhitening.com/
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