OBJECTIVES Every company is formed to accomplish certain objectives. There is no company that has no goals.

So the Unilever Bangladesh Limited has also targets before it. At the heart of the corporate purpose, which guides Unilever Bangladesh Limited. in their approach to doing business, is the drive to serve. The objectives of the Unilever are: To meet the everyday needs of people everywhere to anticipate the aspirations of consumers and customers and to respond creatively and competitively with branded products and services, which raise the quality of life. Total commitment to exceptional standards of performance and productivity, to working together effectively and to a willingness to embrace new ideas and learn continuously. To maintain highest standards of corporate behavior towards employees, consumers and the societies and world to acquire success. Company deals only in those products that are profitable. If there is any indication that any product is not profitable company analyzes the reasons and step are taken to overcome the reasons. Company introduces different marketing strategies if there are problems in marketing. Company also takes into consideration the welfare of the consumers. It takes into account the taste and habits of the consumer. It also works for the welfare and interest of Pakistan in the following terms: o Contribution to GDP o Less dependence on import through local manufacturing o Foreign exchange earnings through exports

Introduction:
Unilever Bangladesh Limited is a very popular brand all over the world. Over the last four decades, Unilever Bangladesh has been constantly bringing new and world-class products for the Bangladeshi people to remove the daily drudgery of life. Over 90% of the countrys households use one or more of our products. Unilever has - 60.75% shares, Government of Bangladesh 39.25%. Unilever's mission is to add Vitality to life. It meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life. Its deep roots in local cultures and markets around the world give us our strong relationship with consumers and are the foundation for our future growth. Unilever Operations in Bangladesh provide employment to over 10,000 people directly and through its dedicated suppliers, distributors and service providers. 99.5% of UBL employees are

locals and we have equal number of Bangladeshis working abroad in other Unilever companies as expatriates. It gives chance of employment 234,000 people in around 100 countries worldwide. Now this brand is trusted everywhere and, by listening to the people who buy its products and it can be 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.

2 HISTORY OF UNILEVER Lever Brothers was founded in 1885 by William Hesketh Lever. Lever established soap factories around the world. In 1917, he began to diversify into foods, acquiring fish, ice cream and canned foods businesses. In the Thirties, Unilever introduced improved technology to the business. The business grew and new ventures were launched in Latin America. The entrepreneurial spirit of the founders and their caring approach to their employees and their communities remain at the heart of Unilever's business today. Unilever was formed in 1930 when the Dutch margarine company Margarine Unie merged with British soap maker Lever Brothers. Companies were competing for the same raw materials, both were involved in large-scale marketing of household products and both used similar distribution

channels. Between them, they had operations in over 40 countries. Margarine Unie grew through mergers with other margarine companies in the 1920s. 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 they'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. Through this timeline you'll see how UBL brand portfolio has evolved. At the beginning of the 21st century, path to Growth strategy focused us on global high-potential brands and vitality mission is taking us into a new phase of development. More than ever, how brands are helping people 'feel good, look good and get more out of life' a sentiment close to Lord Leverhulme's heart over a hundred years ago Unilever Bangladesh established at Kaurghat in Chittagong in 1964 as a subsidiary of Unilever, Unilever Bangladesh Ltd now offers 14 different brands of consumer products. These are washing power, shampoo and toothpaste, laundry and bath soaps, skincare products. Unilever Operations in Bangladesh provide employment to over 10,000 people directly and through its dedicated suppliers, distributors and service providers. 99.5% of UBL employees are locals and we have equal number of Bangladeshis working abroad in other Unilever companies as expatriates. It gives chance of employment 234,000 people in around 100 countries worldwide. Now this brand is trusted everywhere and, by listening to the people who buy its products and it can be 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.

Timeline

19th century: Although Unilever wasn't formed until 1930, the companies that joined forces to create the business we know today were already well established before the start of the 20th century. 1900s: Unilever's founding companies produced products made of oils and fats, principally soap and margarine. At the beginning of the 20th century their expansion nearly outstrips the supply of raw materials. 1910s: Tough economic conditions and the First World War make trading difficult for everyone, so many businesses form trade associations to protect their shared interests. 1920s: With businesses expanding fast, companies set up negotiations intending to stop others producing the same types of products. But instead they agree to merge - and so Unilever is created. 1930s: Unilever's first decade is no easy ride: it starts with the Great Depression and ends with the Second World War. But while the business rationalizes operations, it also continues to diversify. 1940s: Unilever's operations around the world begin to fragment, but the business continues to expand further into the foods market and increase investment in research and development. 1950s: Business booms as new technology and the European Economic Community lead to rising standards of living in the West, while new markets open up in emerging economies around the globe. 1960s: As the world economy expands so does Unilever and it sets about developing new products, entering new markets and running a highly ambitious acquisition program. 1970s: Hard economic conditions and high inflation make the 70s a tough time for everyone, but things are particularly difficult in the fast-moving consumer goods (FMCG) sector as the big retailers start to flex their muscles.

1980s: The business expands into Central and Eastern Europe and further sharpens its focus on fewer product categories, leading to the sale or withdrawal of two-thirds of its brands. 1990s: The business expands into Central and Eastern Europe and further sharpens its focus on fewer product categories, leading to the sale or withdrawal of two-thirds of its brands. The 21st Centuries: The decade starts with the launch of Path to Growth, a five-year strategic plan, and in 2004 further sharpens its focus on the needs of 21st century consumers with its Vitality mission

UNILEVER AT A GLANCE
Type of business: Fast Moving Consumer Goods Company with local manufacturing facilities, reporting to regional business groups for innovation and business results. Operations: Home and Personal Care, Foods Constitution: Unilever - 60.75% shares, Government of Bangladesh - 39.25% Product categories: Household Care, Fabric Cleaning, Skin Cleansing, Skin Care, Oral Care, Hair Care, Personal Grooming, Tea based Beverages. Brands: Wheel, Lux, Lifebuoy, Fair & Lovely, Pond's, Close Up, Sunsilk, Taaza, Pepsodent, Clear, Vim, Surf Excel, Rexona, Dove, Vaseline & Lakme. Manufacturing Facilities: 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. Employees: Unilever Operations in Bangladesh provide employment to over 10,000 people directly and through its dedicated suppliers, distributors and service providers. 99.5% of UBL employees are locals and they have equal number of Bangladeshis working abroad in other Unilever companies as expatriates

2.3 UNILEVER LOGO DESIGN

In 2005, Unilever decided to change their logo to represent their new theme of vitality. The new logo was also planned to coincide with the 75th anniversary of the company. The new logo tells the story of Unilever and vitality. It brings together 25 different icons representing Unilever and its brands, the idea of vitality and the benefits Unilever brings to consumers.

BRANDS Unilever globally divides the Brands function into Brand Development and Brand Building. UBL is responsible for only the Brand Building part, since brands are developed regionally. The product range of Unilever can be divided into two broad divisions: Household and Personal Care, and Foods. Detailed breakdown of the different product categories and brands under them are shown below:

1. Fabric Wash
WHEEL:

o Wheel Laundry Soap o Wheel Washing Powder o Wheel Power White SURF EXCEL

2. House Hold Care Vim o Vim Scourer o Vim Bar o Vim Liquid

3. Skin Cleansing Lux o Peach Milk o Strawberry o Crystal Shine o Aqua Sparkle\

Lifebuoy o LB Regular

o LB Gold o Care o Nourish o LB Liquid Hand wash: o Total o Care

Dove: Dove Beauty Cream Bar o Pink o White o Dove Body Wash o Beauty Moisture o Fresh Moist 4. Skin Care Fair and Lovely: o FAIRNESS Cream o Multivitamin o Ayurvedic o Skin Clarity

o FAL Menz Active o FAL Body Fairness Milk

 Ponds o Ponds Dream Flower Talc o Ponds Vanishing Cream o Ponds Cold cream o Ponds Dream Flower Lotion o Ponds Face wash o Ponds Facial scrub o Ponds Premium Range: o Pond's Perfect Matte Oil Control Cleansing Foam o Pond's WB Pinkish - White Glow Lightening Facial Foam o Pond's WB Pinkish - White Glow Lightening Cream o Pond's Perfect Result Multi Benefit Illuminating Cream o Pond's Flawless White Deep Whitening Facial foam o Pond's Beauty Pinkish - White Glow Lightening Facial Foam o Pond's Age Miracle Daily Regenerating Facial Foam o Pond's Age Miracle Dual Eye Therapy UV o Pond's Age Miracle Overnight Repairing Cream o Pond's Age Miracle Daily Resurfacing Cream o Pond's Age Miracle Concentrated Resurfacing Cream o Pond's Flawless White Light Infusing Under-Eye Cream

Lakme: o o o o Sunscreen Lotion Winter Care Moisturizer Peach Milk Moisturizer Deep Pore Cleansing Milk

o o o o

Strawberry Silk Splash Face Wash MATTeffect Purifying Face Wash MATTeffect Icy Fresh Gel MATTeffect Mattifying Fluid

Dove Skin: o Dove Facial Foam o Beauty Moisture o Gentle Exfoliating

Vaseline: o Vaseline Petroleum Jelly o Vaseline Lotion o Cool and Fresh o Total Moisture

5. Hair Care Clear: o All Clear o Complete Soft Care

o Anti Dandruff o Hair Fall Defense o Ice Cool o Clear Menz: o Hair Fall Defense o Style Express o Active Sports o Clear Hair Oil

Sunsilk o Shampoo: o Anti Dandruff o Black o Hair Fall Defense o Thick and Long o Soft and Smooth o Conditioner o Scalp Lotion

6. Oral Care Pepsodent o Pepsodent Toothpaste

o Germicheck o Herbal o Pepsodent Toothpowder o Germicheck o Neem Close up Minty Chill Red Hot Close Up Crystal Close Up Milk Calcium

7. Foods Tazaa o Danadar o Tea Bag Knorr o Chicken Noodle o Cream of Chicken o Hot and Sour o Tomato 8. Deodorant Rexona o Ice Cool o Silk o Power o Ionic

 Axe o Dark Temptation o Vice o Click o Pulse 9. Color Cosmetics o Lakme Color Cosmetics

Personal care products like skin care and hair care contribute high in terms of margin; whereas categories like fabric wash and skin cleansing make the highest volume contribution. Following is a brief description of some of the major categories and brands. Hair Care 60% of the business comes from Tk. 1 sachet in the rural area. In the urban area the scenario is complete reverse with 60% of the business coming from bottle and 40% coming from sachet. Penetration in the shampoo market is high but frequency of use or consumption is very low. So, there is a huge scope for growth in the shampoo market if the frequency of use can be increased. Skin Care Fair and Lovely is one of the biggest brands in Unilever Bangladesh. It was the pioneer in the category and is still the market leader by large. Most of ponds product range is highly seasonal in nature. Talc and Vanishing cream have sales only in summer months, while cold cream is strictly a winter product. This requires a 24 hugely delicate task of balancing the sales and volume projections to avoid unsold stock at the end of the season or vice versa.

Ponds Premium Range is a very new addition to the portfolio, and is targeted to the very upscale market. It is still too new to add much contribution to the business- but is already outperforming expectations Lakme has the highest SKU list in the entire company portfolio, with Lakme SKU number totaling the sum of all SKUs of all other brands combined together. 70% of the total Lakme products are manufactured locally (creams and lotion are filled in locally, though packages are imported) and about 30% is imported from India (mainly color cosmetics). Since its introduction, Lakme has been seeing good growth, with especially the face-wash growing phenomenally. Vaseline has only been introduced this year. The lotion is currently it is being imported from India, while petroleum jelly used to be imported. Now the petroleum jelly is going for local production. House Hold Care The 3 Vim variants are in ascending order of sophistication. The company aims at moving people up this in this list, i.e., convert non users to powder users, powder users to bar users, and finally get them to use Vim liquid. Foods Lipton Taaza is one of the very few brands that are market followers to another brand. The price premium charged by UBL is often the reason claimed behind it. It is mainly targeted to urban areas, to more upscale consumers. It has tried to venture into the budget market, but has not been able to do so successfully. Local brands had already established a too strong foothold there already. Traders dont associate Taaza with budget. 25 Knorr is only a new addition to UBLs portfolio, currently being imported from Pakistan. It has sold quite well, even better than expectations, and in future there are lots of potentials for it, since the only competitor here is Maggi from Nestle. In other Unilever operating companies Knorr has proved to be hugely successful. Deodorant Rexona is available in different forms: Roll on, Tubes, and Sachets to drive penetration through low income groups. Brand relevance is very low for deodorants in Bangladesh. So, there is a huge potential if it can be developed properly.

Axe has just been launched in Unilever Bangladesh. It already has a very strong foothold in Bangladesh due to product infiltration through the grey market. Now the challenge remains in removing illegal importers from the market completely, and claim all of Axe sales for Unilever Bangladesh. Ltd itself. SWOT ANALYSIS Strengths: Brands have the added appeal for international heritage and connection. Almost all the brands are the top brands in their respective categories. Strong hold over the distributors Has competitive advantage in terms of consumer insight, on-shore manufacturing experience, and efficient human resources. Offers the consumers value for money with world-renowned brands at an affordable price. World wide supply chain network, which helps them to get raw material more in a more cost effective manner. Has access to top notch process and systems designed for Unilever by the best consultants Can implement tried and tested processes of innovation and process simplification wit help for Unilever global assistance teams. Weaknesses: Suffers from consistent supply chain issues- with demand in the market often exceeding supply. In such situation, competitors find it very easy to make their ownfoothold. As a brand developing country, has less opportunity to impact a brands direction. Many global and regional decisions may not be in line with businesss well being at country level. Bangladesh trade structure is a lot different than majority of other Unilever operating countries: with modern trade being a very minuscule proportion of the business in Bangladesh, whereas elsewhere it is often an important-if not majority of the business. Opportunities:

 Has access to numerous global brands targeted to any and all target segments that can be sourced anytime by Unilever Bangladesh Ltd. With no huge brand building costs. This is something local competitors can never do. Huge potential for growth as the Bangladesh economy gathers momentum. In Bangladesh, penetration in personal products such as: Toothpaste, Shampoo, Deodorant is very low. While this is a challenge, it provides a huge opportunity to capitalize on the untapped market and limitless sales growth opportunities Threats: Slow down of the economy in general can effect sales growths in the coming periods New tax policy can effect growth and penetration of brands aimed at the upscale market Competitors are not fully compliant with government regulations. Most of them evade taxes and therefore are able to offer the traders a higher margin. As a result of globalization, trade barriers are slowly being lifted. Foreign products therefore are now entering the domestic market with greater ease. Grey market imports and selling of Unilever brands could hurt UBLs business..

Challenges
Unilever - Porter's 5 Forces Analysis Being a global company, Unilever has very strong competition not only from other strong multinational companies like P&G, Kraft and Nestle but also from other regional retailers. Porters 5 forces model is one of the most recognized frameworks for the analysis of competetive environment of an organisation. Porters five forces model which determine the competitive intensity and therefore attractiveness of the market where Unilever is operating . This model describes the attributes of an attractive industry and thus suggests when opportunities will be greater, and threats less, in these of industries.

Attractiveness in this context refers to the overall industry profitability and also reflects upon the profitability of Unilever. An unattractive industry is one where the combination of forces acts to drive down overall profitability. A very unattractive industry would be one approaching pure competition, from the perspective of pure industrial economics theory. This model is based on five important elements of an organisation and uses both internal as well as external competences and threats faced by a business organisation. These five elements including; Buyer Power Unilevers buyers are scattered all around the world and they are in billions. In true sense they are not so powerful to pull prices down. But on the other hand it is easier for the customers to switch to a competitor. So Unilever has to be very precautious in deciding about prices and keep the customers satisfied. Competitive Rivalry In consumer products business Unilever has a large number of competitors and these competitors are in reality very strong. They range from small local corner shop retailer to big giants like P&G, Kraft and Nestle. These competitors almost provide equally attractive products and services and sometimes better. These competitors have the power to attract and influence the customers by more attractive substitute, prices and marketing techniques.

Threat of Substitution Continuous research and development in the consumer and household products has brought about a revolution in the consumer market and today customers like to try something new and better. This trend has reduced the customer loyalty and product lifecycle. Unilever is under continuous threat of substitute products and its competitors are already spending huge sums on R&D and new product development. Unilever has to be very adoptive and closer to its customers so as to get what exactly its customers want. Threat of New Entry

As Unilever operates in different geographical markets so threat of new entrants varies in different markets. In well developed countries where big players like Unilever have a very strong hold and brand image, it is very hard for a new entrant to enter the market because of higher cost to set up a business. On the other hand in less developed markets, it is easier to enter as legal requirements and capital needed is not as much as in a developed market. Unilever has its presence almost in every market either through its subsidiaries, branches or franchises. But its brand image is a strong barrier in the way of new entrants. Suppliers Power Unilever has a policy of local buying and local manufacturing. Which provides itself an edge to brake power of its suppliers and make them weaker to negotiate at its own terms. Most of time Unilever has blanket agreements with its suppliers to provide for a certain period of time at a certain rate. This strategy help to prevent suppliers from switching to other competitors and charge higher rates. Also Unilever treat its suppliers fairly so as to create more loyalty among them like customers.

Conclusion
Over the the last four decades, Unilever Bangladesh has been constantly bringing new and world-class products for the Bangladeshi people. Over 90% of the countrys households use one or more of our products. Manufacturer of leading brands, including Fair & Lovely and Lipton Tea. Our brands help people to look good, feel good and get more out of life. Celebrating life for over 40 years in Bangladesh and today, a company bringing world class consumer products to millions of people in the country we are Unilever Bangladesh. Unilever Bangladesh has been constantly bringing new and world-class products for the Bangladeshi people. Over 90% of the countrys households use one or more of Unilever's products. Unilever has an Innovation Management Process where every new idea goes through four different phases: 1. Idea: This is the stage where new product ideas and concepts are tested/evaluated 2. Feasibility: At this stage the product mix (formulation, packaging etc.) is locked 3. Capability: Communication campaign is developed and tested 4. Launch: The product is launched and monitored. So We can be said it is one of the largest company all over the world.

Referencing
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http://just-food.com/news_detail.asp?art=41678&dm=yes 4. http://just-food.com/news_detail.asp?art=41041&dm=yes&c=1 5. Unilever downgraded on concerns over Bestfoods artificial sales growth, 6. http://just-food.com/news 7. Bestfoods buy boosts Unilever, The Guardian 8. Unilever Jaaroverzicht 2000, en verkorte jaarrekening 9. http://cobalt.freetekno.org/issue7.htm 10. http://www.heureka.clara.net/gaia/genetics.htm 11. http://www.warringtonhistory.co.uk/products.html 12.http://www.sbaer.uca.edu/Research/1995/ SMA/95swa358.htm 13. http://www.unilever.co.uk/unileverintheuk/didyouknow.html15.http://www.businessweek.com/ magazine/content/01_32/b3744137.htm16.http://www.hoovers.com/co/capsule/2/0,2163,40432,0 0.html 14.http://iw1.prizes.com/Slimfast/rules.asp [52]
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