1) Unilever is a multinational consumer goods company operating in over 100 countries. In Bangladesh, Unilever holds a 60.75% share while the government holds 39.25%.
2) Unilever's popular brand LUX segments the market according to socioeconomic factors and targets urban and sub-urban upper middle and middle class consumers.
3) LUX uses marketing tactics like product variations, competitive pricing, and large-scale distribution and promotions to maintain its market leadership position in Bangladesh's beauty soap industry.
Hindustan Unilever Ltd (HUL) is a leading consumer goods company in India, operating across various product categories including home and personal care, foods, and exports. It has a wide distribution network covering over 1 million retail outlets in India. However, the study found some issues like orders not being fulfilled properly, lack of seasonal products and new products at outlets, and infrequent retailer visits. It recommended more frequent company officer visits, timely delivery of products, proper order fulfillment, and availability of a variety of products to address these issues.
Segmentation Targeting Positioning OF Hindustan Unilever limited
This document discusses Hindustan Unilever's segmentation, targeting, and positioning of their soaps and detergents segment. It outlines how they segment soaps based on hygiene, beauty, fragrance, and ayurvedic attributes and how they segment detergents based on value, social image, and emotional connections. It also discusses the product concepts, branding, and packaging of some of their popular soap and detergent brands like Lifebuoy, Lux, Pears, Dove, Hamam, Wheel, Sunlight, and Surf Excel targeted towards different segments.
HUL has expanded its rural distribution network through 4 phases:
1) Direct coverage of large villages through van-based routes.
2) Indirect coverage of smaller nearby villages through local distributors.
3) Operation Streamline established sub-distributors called "Star Sellers" to reach more remote areas.
4) Project Shakti engaged women's self-help groups as direct sales agents in small villages (<2,000 people). This network now covers over 500,000 outlets. HUL continues improving its rural distribution through technology, data collection, and targeted initiatives.
The document summarizes market research findings about the brand Lux soap from Hindustan Unilever. It finds that Lux has near 100% brand awareness in India and is known as a premium beauty soap. Television is the main source of awareness about Lux. The brand is strongly associated with actress Aishwarya Rai. Strawberry and cream is the best-selling variant. Lux has a large distribution and sales network in India.
HUL has traditionally positioned the Lux soap brand by featuring popular film stars in advertisements to influence consumer beliefs and attitudes. This approach creates a strong connection with consumers by implying the soap has qualities that attract top celebrities to endorse it. It also helps the brand stand out among competitors. Going forward, Lux could expand its market by developing new product lines featuring natural ingredients or herbal formulations. It could also venture into personal care categories like fragrances. Lux would differentiate itself through educating customers about product variations and benefits while continuing to build the brand's trusted legacy.
HUL is India's largest FMCG company touching 2 out of 3 Indian consumers. It has a wide product mix of 20 categories including home and personal care products and food and beverages. Lux soap was launched in India in 1929 and over the years has been positioned as the beauty soap of stars and common girls aged 16-35 from middle income groups. HUL has a strong distribution network reaching over 1 million retail outlets across India using its IT-powered RSNet system. Lux soap comes in various variants with different fragrances and packaging sizes and is promoted through celebrity endorsements.
HUL distributes its products through a network of around 7,000 redistribution stockists covering over one million retail outlets. It uses a point of purchase method for direct contact with customers through in-store facilitators, sampling, education and experiences. HUL has developed supply chain capabilities for partnering with emerging self-service stores and supermarkets, and its decentralized factories are served by 2,000 suppliers and 7,500 distributors across 2 million square miles.
Lux soap was founded in 1899 and launched toilet soap versions in the 1920s. It has since expanded its product line. While Lux lacks unisex appeal and has a high wear rate, its strengths include a wide range of products, strong market research, and delivering value. Historically, Lux used celebrity endorsements in its advertising but has since shifted to portraying regular women in ads to seem more contemporary. Lux engages in various promotional activities like limited edition soaps, contests offering prizes like gold bars and meetings with celebrities, and sponsoring awards shows. Its target audience is urban and sub-urban middle class individuals.
Hindustan Unilever Limited (HUL) is an Indian subsidiary of Unilever and is India's largest fast-moving consumer goods company. HUL produces and markets foods, beverages, cleaning agents and personal care products. It has a wide product portfolio across categories like food and drinks, home care, personal care, and water purifiers. HUL faces competition from companies like Procter & Gamble, Johnson & Johnson, ITC, Dabur, Nestle and Asian Paints. It segments the market geographically, demographically, based on psychographics and behavior to target different consumer groups. HUL's brands are positioned differently based on price point and targeted consumer segment.
The document discusses Hindustan Lever Limited's (HLL) detergent brand Surf Excel. It provides a summary of a market research project conducted on Surf Excel in Orissa, India. The summary includes the objectives of studying Surf Excel's business, marketing practices, competitors and customers in Orissa. Key findings were that Surf Excel has high brand recall and a 66% market share in Orissa. Television was the most used information source but ad recall was low. Over 50% of customers preferred larger pack sizes than 200g. In conclusion, Surf Excel was found to have excellent customer reviews for its cleansing ability and availability.
Hindustan Unilever Ltd (HUL) is a leading consumer goods company in India, operating across various product categories including home and personal care, foods, and exports. It has a wide distribution network covering over 1 million retail outlets in India. However, the study found some issues like orders not being fulfilled properly, lack of seasonal products and new products at outlets, and infrequent retailer visits. It recommended more frequent company officer visits, timely delivery of products, proper order fulfillment, and availability of a variety of products to address these issues.
Segmentation Targeting Positioning OF Hindustan Unilever limitedPankajSultane
This document discusses Hindustan Unilever's segmentation, targeting, and positioning of their soaps and detergents segment. It outlines how they segment soaps based on hygiene, beauty, fragrance, and ayurvedic attributes and how they segment detergents based on value, social image, and emotional connections. It also discusses the product concepts, branding, and packaging of some of their popular soap and detergent brands like Lifebuoy, Lux, Pears, Dove, Hamam, Wheel, Sunlight, and Surf Excel targeted towards different segments.
HUL has expanded its rural distribution network through 4 phases:
1) Direct coverage of large villages through van-based routes.
2) Indirect coverage of smaller nearby villages through local distributors.
3) Operation Streamline established sub-distributors called "Star Sellers" to reach more remote areas.
4) Project Shakti engaged women's self-help groups as direct sales agents in small villages (<2,000 people). This network now covers over 500,000 outlets. HUL continues improving its rural distribution through technology, data collection, and targeted initiatives.
The document summarizes market research findings about the brand Lux soap from Hindustan Unilever. It finds that Lux has near 100% brand awareness in India and is known as a premium beauty soap. Television is the main source of awareness about Lux. The brand is strongly associated with actress Aishwarya Rai. Strawberry and cream is the best-selling variant. Lux has a large distribution and sales network in India.
HUL has traditionally positioned the Lux soap brand by featuring popular film stars in advertisements to influence consumer beliefs and attitudes. This approach creates a strong connection with consumers by implying the soap has qualities that attract top celebrities to endorse it. It also helps the brand stand out among competitors. Going forward, Lux could expand its market by developing new product lines featuring natural ingredients or herbal formulations. It could also venture into personal care categories like fragrances. Lux would differentiate itself through educating customers about product variations and benefits while continuing to build the brand's trusted legacy.
HUL is India's largest FMCG company touching 2 out of 3 Indian consumers. It has a wide product mix of 20 categories including home and personal care products and food and beverages. Lux soap was launched in India in 1929 and over the years has been positioned as the beauty soap of stars and common girls aged 16-35 from middle income groups. HUL has a strong distribution network reaching over 1 million retail outlets across India using its IT-powered RSNet system. Lux soap comes in various variants with different fragrances and packaging sizes and is promoted through celebrity endorsements.
HUL distributes its products through a network of around 7,000 redistribution stockists covering over one million retail outlets. It uses a point of purchase method for direct contact with customers through in-store facilitators, sampling, education and experiences. HUL has developed supply chain capabilities for partnering with emerging self-service stores and supermarkets, and its decentralized factories are served by 2,000 suppliers and 7,500 distributors across 2 million square miles.
Integrated Marketing Communication Project on LUXNeha Shetty
Lux soap was founded in 1899 and launched toilet soap versions in the 1920s. It has since expanded its product line. While Lux lacks unisex appeal and has a high wear rate, its strengths include a wide range of products, strong market research, and delivering value. Historically, Lux used celebrity endorsements in its advertising but has since shifted to portraying regular women in ads to seem more contemporary. Lux engages in various promotional activities like limited edition soaps, contests offering prizes like gold bars and meetings with celebrities, and sponsoring awards shows. Its target audience is urban and sub-urban middle class individuals.
latest report about Dabur india, description about everything influencing Dabur in the world of business.
CONTENTS
Background
Values
History
Milestones
Mergers & Acquisitions
Products
Financials Of Dabur India
Progress and Future plans
Opinion on Future plans
Supply Chain of Dabur India
Distribution Network
Opinion on supply Chain References
Dabur India Limited is India's leading FMCG company with interests in health care, personal care and foods. Founded in 1884, Dabur has a history of over 100 years and markets its products in over 50 countries worldwide. Dabur has two major business units - Consumer Care Division and Consumer Health Division. The company traces its origins back to 1884 when Dr. S.K. Burman started a health care products facility in Calcutta and over time expanded its Ayurvedic medicine offerings and established research laboratories to develop scientific processes.
This document provides an overview and marketing plan of Unilever. It discusses Unilever's products, objectives, mission, vision, strategies, marketing mix, SWOT analysis, and recommendations. Unilever is a British-Dutch multinational consumer goods company that owns 400 brands and focuses on 14 key brands. The objective is to learn about Unilever's marketing strategy, plan, and mix. It analyzes Unilever's strengths, weaknesses, opportunities, and threats, and provides recommendations to attract more customers and differentiate Unilever's products.
Lux is a personal care brand owned by Unilever that was founded in 1899 in the UK. It is headquartered in Singapore and operates in over 100 countries. Lux was launched in India in 1929 with actress Leela Chitnis in its first advertisement. It expanded into skincare and beauty products in the 1990s. Lux uses celebrity endorsements and innovative marketing techniques like Lux Holi colors, liquid soap art, and a soap dress to promote brand awareness and engagement. Actresses like Madhubala, Hema Malini, and current brand ambassador Alia Bhatt have represented Lux over the years.
Hindustan Unilever Limited (HUL) is an Indian consumer goods company and subsidiary of Unilever. It operates in India across 20 categories with over 700 million consumers using its brands. Some of HUL's major brands include Lux, Lifebuoy, Surf Excel, Rin, Wheel, Fair & Lovely, Pond's, Vaseline, Lakme, Dove, Clinic Plus, Sunsilk, Pepsodent, Closeup, Axe, Brooke Bond, Bru, Knorr, Kissan, Kwality Wall's and Pureit. The document provides details about HUL's history, acquisitions, subsidiaries, management, vision, mission, competitors
The document provides an overview of the FMCG industry and Hindustan Unilever Ltd (HUL) in India. It states that the FMCG industry is the 4th largest sector in India, with a size of US$13.1 billion. It then discusses major domestic and foreign players in the industry such as HUL, Britannia, Dabur, and PepsiCo. The document focuses on HUL, describing it as India's largest FMCG company and part of Unilever Group. It outlines HUL's mission, geographic presence, product portfolio, and strategic acquisitions. SWOT and Five Forces analyses are also presented.
Integrated marketing Communication TANISHQ Sujitha Nuthi
Tanishq pioneered branded jewellery in India in 1995. It introduced concepts like purity certification and standardized pricing. Tanishq uses a variety of marketing strategies including owned retail stores, advertising, celebrity endorsements, and digital campaigns. It sponsors events and runs promotional contests to engage customers. Tanishq's marketing emphasizes trust, luxury, and tradition to position itself as a premier branded jewellery retailer in India.
Behaviour towards products of hindustan unilever ltd (hul)Kalpesh Patel
This document is a project report submitted by Kalpesh Patel to study consumer behavior towards products of Hindustan Unilever Ltd. (HUL). It begins with an acknowledgement and table of contents. It then provides background information on HUL, including its history, brands, management structure, and rationale for choosing this topic. The literature review discusses HUL and Unilever as market leaders in India's fast moving consumer goods sector. It also outlines the objectives, methodology, and structure of the project report.
Unilever Bangladesh markets their popular beauty soap brand LUX. They segment the market according to geographic locations and socioeconomic status. LUX targets urban and sub-urban upper middle and middle class consumers. While maintaining consistent quality worldwide, LUX comes in six fragrances and three sizes. Unilever uses extensive promotional activities and third party distributors to distribute LUX nationwide, maintaining their market leadership position. However, competitors are gaining share in rural areas, so Unilever may need to target those segments or attract new groups like children to retain their dominant share of the beauty soap market.
Marketing plan of Unilever Bangladesh | Marketing plan (LUX)AurponArafat
This document provides a market plan for Unilever's LUX brand in Bangladesh. It discusses Unilever's target market as the urban and sub-urban middle and upper middle class. It reviews LUX products, marketing environment, competition and distribution channels. A SWOT analysis is presented. The marketing strategy discusses the 4Ps - product, price, place and promotion. Objectives, budgets and controls are also summarized. Unilever aims to maintain its market leadership through innovative products and aggressive marketing campaigns while expanding to new segments.
Unilever Bangladesh has developed a marketing plan to introduce a new tooth whitening system called White Light. White Light uses light technology and a whitening gel to whiten teeth quickly at home. The plan outlines segmentation of the target market as urban areas, pricing as between 1500-2000 taka using market skimming, and a promotional strategy including advertising, sales promotions, and public relations events with dental experts. The product will be introduced in Dhaka and Chittagong through Unilever's distribution network of distributors and retailers.
This project report summarizes the integrated marketing communication strategies of Lux soap by Hindustan Unilever Limited. It provides an overview of the soap industry in India and major competitors. It describes Hindustan Unilever's company profile, mission, divisions, and corporate social responsibility initiatives. The report analyzes Lux soap's product profile, target market segmentation, and tactical marketing tools including the 4Ps. It also examines Lux's promotion activities, public relations, point of purchase displays, advertisements, and distribution channels. The concluding paragraphs discuss Lux soap's market share and strengths compared to competitors, as well as threats from other brands expanding to rural areas.
This document discusses Unilever's home care division and its detergent brands in Brazil's North East and South East regions. There are major differences between the regions in terms of wealth, culture, and consumer needs that impact Unilever's brand performances and sales. The document outlines Unilever as a company, its competitors in the detergent market, and presents a proposal for what Unilever can do in the North East region of Brazil to better target low-income consumers.
Unilever has ambitious plans for sustainable growth while reducing its environmental footprint. It aims to double its business size using 3 tools: cost efficiency, marketing-driven innovation, and profitable volume growth. Most of Unilever's sales come from regional markets, so it is trying to deepen its roots in those markets. Unilever has many strengths including a strong brand portfolio, global brand recognition, and excellent management, but also faces weaknesses such as slow emerging market growth and a lack of presence in premium markets. It sees opportunities in growing consumer interest in health and aging populations, but also threats like intense competition and a complex organizational structure.
Marketing Strategy of Unilever Bangladesh Ltd.MD Alauddin
This document provides an overview of Unilever Bangladesh Ltd's (UBL) marketing strategy according to their marketing mix and segmentation, targeting, and positioning (STP) model. It begins with an introduction and objectives of the report. It then provides details on UBL's company profile, mission, and vision. The bulk of the document discusses UBL's marketing mix, including their product lines, pricing strategies, placement strategies, and promotional activities. It also analyzes UBL's STP model, describing how they segment the market, target specific segments, evaluate segments, and position their products. The summary highlights UBL's major personal care, home care, and food brands and provides an overview of their 4P and STP
Hindustan Unilever Limited Marketing and Promotional Mix by Haresh ChaudharyHareshChaudhary15
Lux soap is HUL's top selling brand, accounting for over 50% of the Indian soap market. It uses celebrities like Aishwarya Rai and Shahrukh Khan in its advertising and has had numerous promotional offers. Lux has a wide distribution network of over 1.3 million outlets across India and 71 manufacturing plants globally, ensuring widespread availability. Through various communication strategies including advertising, public relations, and celebrity endorsements, Lux maintains its image as a premium beauty soap.
This document provides an integrated marketing communications plan for Dove Baby, a new baby care brand launched by Hindustan Unilever Limited. Secondary research on the baby care market in India found increasing demand due to population growth and rising incomes. The target market is urban families with babies aged 0-5. Primary research identified key parent expectations for sensitive baby skin care. The plan recommends communication objectives, positioning, and a media strategy including public relations, direct mail, promotions, digital, print and broadcast advertising to build awareness and trial of Dove Baby within the first year.
This document provides information on Unilever Bangladesh Ltd's marketing mix strategies for several of their popular brands. It discusses Unilever's product offerings, pricing, placement, and promotion tactics for Lux soap, Dove body wash, Surf Excel detergent, and Close-Up toothpaste. Unilever aims their products at mass market consumers as well as middle and upper class segments. They utilize various advertising channels, sales promotions, and community programs to promote brand awareness and loyalty. The report also provides a brief overview of Unilever Bangladesh's operations and their contributions to the local economy and society.
L’Oreal’s methods have brought it profitable results so far, we believe a shift in focus of the segmentation to age and gender can be considered to prolong its success. Although L’Oreal has always practiced differentiated marketing strategy to target several market segments, we think there is a segmentwhich has been largely neglected: If tapped, L’Oreal could see massive profits and success in India. In thiscase we believe L’Oreal should target the Men.
Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods company with leadership in home and personal care products and foods and beverages. HUL's brands touch the lives of two out of three Indians. HUL is committed to "adding strength to life" with 35 power brands that meet daily needs for nutrition, hygiene, and personal care. HUL has a wide distribution network of over 7,000 redistribution stockists covering about one million retail outlets. HUL tailors its distribution strategy to effectively serve both urban and rural markets across India.
Advertisement effect on Lux beauty soapFiroj Md Shah
The document discusses advertising and its objectives. It defines advertising as a form of communication used to encourage or persuade an audience to take some action, usually to drive consumer behavior regarding a commercial offering. The main objectives of advertising are to get consumers to try a new product, continue purchasing a product, switch to a new brand, or switch back to a brand. It also discusses the different types of advertisers and their goals.
Unilever is a fast moving consumer goods company that manufactures and distributes home care, personal care, and food products. It owns over 400 brands and focuses on 13 "billion-dollar brands". Unilever follows a global strategy with a long-term focus on building local roots. It has a strong portfolio but also faces threats from intensifying competition and private labels. The company operates in nearly 190 countries and has traditionally enhanced value for consumers around the world through its global operations.
How does Unilever apply different strategies to gain competitive advantage?Tasmi Turin
Unilever is an Anglo-Dutch multinational consumer goods company that owns over 400 brands in foods, beverages, cleaning agents, and personal care products. It has a dual-listed structure with headquarters in both London and Rotterdam. Unilever was founded in 1930 from the merger of British soap maker Lever Brothers and Dutch margarine producer Margarine Unie. Today it is the world's third largest consumer goods company, employing over 173,000 people globally.
Lifebuoy soap had a 18.6% market share by value in 2014, while Lux was the market leader. By volume, Lifebuoy's market share was 21.3% in 2014. In the hand wash category, Dettol was the leader with 53% share while Lifebuoy had 29.1%. Major players in soap are Lux, Lifebuoy, Dettol and Godrej. Lifebuoy has the highest market penetration in soap at 91% and aims to develop new ways of business while reducing environmental impact through brands that benefit consumers and society.
Dove is a personal care brand owned by Unilever that was introduced in India in 1995. Through its "Real Beauty" campaign featuring everyday women, Dove became the third best-selling body lotion brand in India, ahead of competitors. The brand was initially priced too high for Indian consumers but became more successful after lowering its price. Dove targets women of all ages and segments the market based on demographics like gender and income, as well as psychographics like changing perceptions of beauty.
Hindustan Unilever Limited (HUL) is India's largest FMCG company, formed through mergers and acquisitions since the 1930s. It is 52% owned by Unilever. Surf Excel is HUL's premium detergent brand, launched in 1959. Over the decades, Surf Excel has strengthened its brand through innovations, effective marketing strategies like TV advertisements and children's events. However, it faces threats from competitors and operates in a low-margin detergent sector. The document discusses HUL's history, Surf Excel's marketing strategies and performance analysis metrics like sales growth and EBITDA margins.
This document discusses sales and distribution strategies of Hindustan Unilever Limited (HUL) in India. It provides an overview of the Indian FMCG market and HUL as a company. It then describes HUL's sales hierarchy and various distribution networks used, including through redistribution stockists, Project Shakti for rural markets, Project Steamlined for small villages, and the RS Initiative using an Internet-based system. New distribution channels like Sangam Direct are also summarized, which uses a just-in-time model. The document concludes that HUL leads the distribution foray in India through its wide network and recommends specialty stores housing all HUL products as a new distribution channel.
Segmentation module 4 mba 1st sem by babasab patil (karrisatte)Babasab Patil
The document discusses market segmentation and positioning. It defines market segmentation as dividing a large market into smaller, more homogeneous subgroups based on characteristics like needs, behaviors, or demographics. Effective segmentation requires groups that are measurable, substantial, accessible, differentiable, and actionable. Companies can segment based on geographic, demographic, psychographic, or behavioral factors. Once segmented, companies must select target markets and determine a positioning strategy that focuses on important, distinctive, and superior benefits compared to competitors.
Marketing management module 1 core concepts of marketing mba 1st sem by baba...Babasab Patil
This document provides summaries of core marketing concepts:
1. It defines key concepts like needs, wants, demand, and different types of demand. It also defines products, value, cost, exchange, transactions, transfer, and negotiation.
2. It discusses relationship marketing and marketing networks. It also defines markets, marketers, and provides definitions of marketing from AMA and the marketing process.
3. It covers designing customer-driven marketing strategies like the production, product, selling, marketing, and societal concepts. It also discusses building customer relationships, customer relationship management, customer value, and satisfaction.
Marketing management module 2 marketing environment mba 1st sem by babasab pa...Babasab Patil
The document summarizes the key components of a company's marketing environment, including the microenvironment and macroenvironment. The microenvironment includes internal groups like management and suppliers. It also includes external groups like customers, competitors, and publics that directly influence the company. The larger macroenvironment consists of demographic, economic, natural, technological, political, and cultural forces in the broader society that shape opportunities and threats. Marketers must carefully monitor trends in both the microenvironment and macroenvironment to understand shifting conditions.
Marketing management module 4 measuring andforecasting demand mba 1st sem by...Babasab Patil
1. The document discusses various techniques for measuring and forecasting demand, including sales-force opinions, expert opinion using the Delphi method, test marketing, and survey research.
2. It also covers market segmentation strategies like demographic, psychographic, and behavioral segmentation. Effective segmentation requires segments to be measurable, accessible, substantial, and differentiable.
3. The document outlines the steps in marketing research including formulating the problem, developing a research method and design, collecting and analyzing data, and presenting results in a marketing research report.
Measuring and forecasting demand module 4 mba 1st sem by babasab patil (karri...Babasab Patil
This document discusses various techniques for measuring and forecasting demand. It describes forecasting as predicting future demand based on past demand information. Accurately forecasting demand is important for strategic planning, finance, marketing, and production. Common forecasting techniques include surveys of buyers' intentions, composite salesforce opinions, expert opinions, test markets, time-series analysis of past sales, and statistical demand analysis using factors like price, income, and promotions. The document provides details on applying several of these techniques in practice.
Notes managerial communication 3 business correspondence and report writing ...Babasab Patil
This document provides information on various types of business correspondence and presentations. It discusses the standard parts of a business letter including the heading, date, reference, addressee, subject, salutation, body paragraphs, close and signature. It also describes types of business letters such as sales letters, order letters, complaint letters, and letters of resignation. The document outlines the format and considerations for using email, memorandums, short message service (SMS), and PowerPoint presentations in business communications. It provides tips for creating effective presentations including minimizing slides, font style and size choices, using bullet points and short sentences, including art to convey messages, and checking spelling and grammar. Finally, it discusses cover letters, what they should include,
Notes managerial communication mod 2 basic communication skills mba 1st sem ...Babasab Patil
Managerial communication and listening skills are important for career success. As a leader, listening skills are more important than speaking skills. There are 10 ways to become a better listener, including listening for ideas and themes rather than details, focusing on content rather than delivery, taking notes, concentrating, and exercising your mind. Benefits of good listening include respect from others, gaining information, increased likability, better relationships, and greater clarity. Hearing is a passive process of perceiving sounds, while listening is an active process that requires focus, analysis, and response. Perception is influenced by factors like attitudes, motives, experiences, and the situation.
Notes managerial communication mod 4 the job application process mba 1st sem ...Babasab Patil
There are several types of resumes that can be used when applying for jobs. A chronological resume lists work history in reverse order, with the most recent job first. This format is preferred by most employers. A functional resume focuses on skills rather than dates of employment, and is better for career changers or those with gaps. A combination resume highlights both skills and work history. A targeted resume customizes the experience and skills to the specific job being applied for. Along with a resume, a cover letter can provide additional context about how an applicant's qualifications fit the role.
Notes managerial communication mod 5 interviews mba 1st sem by babasab patil...Babasab Patil
This document provides information about different types of interviews and how to prepare for and conduct interviews. It discusses promotion, grievance, appraisal, problem, reprimand, exit, stress, and panel interviews. It offers tips for preparing such as researching the organization, anticipating questions, practicing answers, and controlling nerves. The document provides sample questions for interviews and discusses competency-based, phone, and second interviews. It also outlines the role of the interviewer and steps for conducting an interview like preparing questions and being an active listener.
Notes managerial communication part 1 mba 1st sem by babasab patil (karrisatte)Babasab Patil
Managerial communication is important for several reasons. Good communication allows information to be passed along clearly so mistakes can be prevented. It also helps build good relationships and allows people to understand each other's feelings and needs. Effective communication helps people convince others and get what they need. It gives self-esteem and helps people think and organize their thoughts better. Communication skills are important for students and employees, and good communicators often get higher paying jobs. Both internal communication within an organization and external communication with outside parties are important for business. Formal and informal communication networks exist, and the type of network impacts how information flows within a company.
Principles of marketing mba 1st sem by babasab patil (karrisatte)Babasab Patil
This document presents an introduction to marketing principles. It defines marketing as creating and exchanging products and services to satisfy customer needs. Marketing involves understanding customer wants and demands, developing products and services, communicating value to customers, and managing relationships. The marketing concept emphasizes satisfying customer needs over the production, product, and selling concepts. Marketing tasks include developing strategies, understanding markets, creating value, and building long-term growth.
Segmentation module 4 mba 1st sem by babasab patil (karrisatte)Babasab Patil
The document discusses market segmentation and positioning. It defines market segmentation as dividing a large market into smaller, more homogeneous subgroups based on characteristics like needs, behaviors, or demographics. Effective segmentation requires groups that are measurable, substantial, accessible, differentiable, and actionable. Markets can be segmented by demographics, behaviors, geography, and psychographics. The key aspects of segmentation and positioning are discussed in detail.
Marketing management module 1 important questions of marketing mba 1st sem...Babasab Patil
This document lists important marketing questions that could be asked in exams. It covers questions ranging from basic concepts like marketing, market and exchange to more advanced topics like marketing mix, product portfolio, and buyer adoption process. The questions are organized into different sections for 3 mark, 5 mark and 7 mark questions. They provide an overview of the key topics and issues that marketing students need to be familiar with.
Discovery shuttle processing NASA before launching the rocket by babasab ...Babasab Patil
The document summarizes the processing steps for the space shuttle Discovery before its launch, including the external tank being delivered by barge and assembled vertically, solid rocket boosters and engines being attached, the shuttle being attached to the external tank, a payload being prepared and moved to the launch pad, and finally the shuttle arriving at the launch pad ready for launch.
Corporate lessons from__iim__calcutta by babasab patil Babasab Patil
This document provides 3 lessons from corporations about dealing with change. The first lesson uses a story about a crow and rabbit to show the importance of having a high position when doing nothing. The second lesson tells a story about a turkey eating bull dung to reach the top of a tree, but then getting shot, to illustrate that misleading tactics may get you to the top but won't keep you there. The third lesson tells a story about a bird getting warm in cow dung but then getting eaten by a cat to teach the morals of not assuming those who help you are friends and keeping quiet when vulnerable.
Communication problems between men and women by babasab patil Babasab Patil
A woman yells "horse!" at a man driving in the opposite direction, who replies "witch!" while laughing. As the man takes a curve in the road, he crashes, demonstrating that men often do not understand what women communicate.
The document describes three stonecutters working on a roadside who gave different responses when asked about their work. The first did it out of necessity to provide for their child, the second out of a duty to their nation, and the third as a form of worship. Their different attitudes were reflected in the careers of their children, with the first becoming a stonecutter, the second an army officer, and the third a renowned architect, showing how attitude can make a big difference.
Three stonecutters were asked why they did their laborious work. The first said it was out of necessity to provide for their child. The second took pride in their contribution to building infrastructure for their nation. The third found worship in their work which was constructing a temple. Years later, the children of the stonecutters followed similar paths - the first became a stonecutter, the second an army officer, and the third a renowned architect, showing that one's attitude can impact their opportunities and future.
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1. Unilever is a multinational consumer product manufacturing giant operating
in over hundred countries all around the globe. Unilever Bangladesh is the
Bangladesh chapter of Unilever, where the company holds 60.75% share
whereas the Government of Peoples Republic of Bangladesh holds 39.25%
share.
Unilever’s one of the most popular brand is LUX. They segments LUX.’s
market according to geographical locations. It further differentiates these
segments into Socio Economic Cluster (SEC) which takes into account the
criteria of education and profession which ultimately measures the financial
ability of consumers. The cluster is divided into five parts starting from A to
E. Unilever targets the urban and sub urban upper middle class and middle
class segment of the population, who falls under A to C of SEC.
Tactical marketing tools, 4P’s, are extensively used by the company to
market LUX. Though LUX is produced in Bangladesh, Unilever Bangladesh
maintains the same standard all around the globe. The product is available
in six different fragrances under three different sizes. Since the demand for
beauty soap market is to a great extent oligopolistic, variations in price lead
to price war which can eventually break down the company’s market share.
Thus Unilever cannot provide a better price than its competitors. But the
price is affordable by most of the people. Unilever Bangladesh has
outsourced its distribution channels to third party distributors which allow
them to distribute LUX in massive bulks amounting to around ten million
pieces. It undertakes the largest promotional activities in the beauty soap
industry.
The beauty soap industry has a few major producers of which Unilever holds
market share of slightly less than 50%. Other competing brands like Tibbet,
Aromatic and Keya have started to have a strong consumer base, but LUX.’s
product features distribution and promotional activities have created high
1
Analyzing The Market Of Lux
2. brand loyalty for which it is still the market leader.
Unilever, with the aid of its heavy promotional activities, has been able to
penetrate the market. But the other producers in the industry are posing a
threat towards Unilever’s market share as they have moved towards the rural
masses of the population. Therefore, Unilever Bangladesh should undertake
further steps such as moving towards the rural and/or poorer segment;
attract children (by making a special product for kids) and other innovative
promotional activities to retain its command in the industry.
Chapter 1
Introduction
1.1 Unilever at a Glance:
Unilever is one of the world’s largest and leading multinational companies;
Unilever commenced their business activities on a larger scale by setting up
their first factory in Netherlands, in the year of 1872. Operating in
Bangladesh for over the last four decades the company is trying to
significantly contribute towards the augmentation of the standard of living
by bringing world class high quality products at the door step of their
customers. The usage of Unilever products by over 90% of the people in
Bangladesh stands a testimony to their successful operation. . Their array of
products show that they produce household care, fabric cleaning, skin
cleansing, skin care, oral care, hair care, personal grooming, and tea based
beverage products under worldwide famous brand names Wheel, LUX,
Lifebuoy, Fair & Lovely, Pond's, Close Up, Sunsilk, Lipton, Lipton Taaza,
Pepsodent, All Clear, Vim, Surf Excel, and Rexona.
1.2 Objective of this report:
This report is an outcome of an analysis of marketing strategies used by
Unilever Bangladesh Ltd. The main purpose of the report is to find what
strategies the company uses to market its world famous beauty soap, LUX,
2
Analyzing The Market Of Lux
3. in Bangladesh; the positive and negative aspects of those strategies. The
report further analyzes the position of Unilever Bangladesh Ltd. in the
toiletry industry in comparison to its competitors. The report discusses the
process of using market segmentation, target marketing, the product,
pricing, promotional and distribution strategies and a competitive analysis.
1.3 Methodology of this report:
For accessibility and availability of information we have chosen to work on
the strategies of Unilever Bangladesh Ltd. As the company operates in the
market with a huge number of products in different industries, we have
decided to focus on one of their world wide successful brands, LUX. Most of
the information used in this report is from primary sources. The main
source of information was the focus group discussion. In addition
information was also collected from websites.
Chapter 2
Product Category, Market Segmentation, Target
Marketing and Positioning
This chapter describes the category of the selected product. The chapter is
organized into four sections. Section 1 states under which category the
product falls. Section 2 describes how Unilever Bangladesh Ltd. differentiates
the population and categorizes them into different segments. Section 3
analyzes which segment the company targets and why they target that
specific segment. Finally section 4 describes the process through which the
company tries to capture a place in the buyers mind i.e. the product
positioning method.
2.1 Product Category:
LUX falls under the category of toiletry product as a beauty soap.
2.2 Market Segmentation:
3
Analyzing The Market Of Lux
4. The company claims that LUX is the highest selling beauty soap in
Bangladesh. Moreover some survey reports also reveal the same result.
Though LUX is the highest selling beauty soap in Bangladesh, it does not go
for traditional mass marketing. Moreover as a beauty soap LUX does not
even segment its market according to gender.
Figure 2.1 (P-9) shows that Unilever Bangladesh Ltd. segments their market
according to geographical areas. The population of the country is segmented
into three parts which are urban, sub urban and rural area consumers.
The company further differentiate the geographical segments according to
Socio Economic Cluster (SEC) i.e. education and Income. The Table 2.1 (P-9)
overleaf shows the Socio Economic Clusters the company uses.
The SEC divides the population in five segments starting from A to E, where
A categorizes the highly educated and high income earners holders, and
sequentially in descending order E categorizes the opposite.
2.3 Target Market:
Figure 2.1 (P-9) shows that urban and sub urban middle class, and rural
poor people are the largest part of Bangladesh population. A research
carried out by Unilever Bangladesh reveals that urban rich people are more
likely to buy imported and expensive products. Moreover rural poor people
tend to buy cheap products even without evaluating its quality. However
urban and sub urban upper middle and middle class people tend to buy
affordable and quality products.
LUX is not a highly expensive but an affordable product. That is why the
company targets urban and sub urban upper middle and middle class people
4
Analyzing The Market Of Lux
5. who are the second highest population of segment of the country. From the
segmentation of customer according to SEC they target category A, B and C,
because they are assumed to be financially well-off and can afford to buy
LUX.
2.4 Product Positioning:
Unilever Bangladesh Ltd obtained a good position in the buyers’ mind
through better product attributes, price and quality, offering the product in a
different way than the competitors do. The company offers improved quality
of products in the industry at an affordable price with high branding, which
ultimately helps to position the product in the buyers’ mind as the best
quality beauty soap.
The market share of the company in the beauty soap industry is somewhere
around 43%.Since in the beauty soap industry all products are of same price
Unilever cannot provide its consumers with better price but it is in a great
position in reference with its packaging, fragrances and product designing.
A positioning map of the company is shown Figure 2.2 (P-10) to describe
LUX’s position in the consumers mind on two dimensions, price and quality.
Figure 2.2 (P-10) has been drawn with information gathered by conducting
a consumer survey. It states that though in comparison to its competitors
the pricing of LUX is same but consumers rate it as the product which gives
them the highest quality. This positioning created a strong customer loyalty
for LUX, for which it the market leader in the industry.
Chapter 3
Using the Tactical Marketing Tools
This chapter describes the way Unilever Bangladesh Ltd. use the tactical
marketing tools for marketing LUX in Bangladesh. The chapter comprises of
four sections. Section 3.1 discusses the product attributes of LUX. Section
3.2 visualizes the price of LUX according to different size. Section 3.3
5
Analyzing The Market Of Lux
6. conceptualizes the distribution channel of Unilever Bangladesh Ltd. This
section includes a table that shows the location of the company’s
warehouses all around the country. Finally section 3.4 discusses the
promotional activities that the company undertakes for LUX.
3.1 Product:
LUX is an internationally renowned beauty soap brand of Unilever. Though
manufactured in Bangladesh for the local market by Unilever Bangladesh Ltd,
as an international brand, it maintains an international quality for the
product. Formula given by Research and Development departments in
foreign countries, LUX is produced in Bangladesh from imported raw
materials like sodium soap, glycerol and different extracts according to
flavors, coming from Unilever plants situated abroad.
LUX is offered in Bangladesh in six different flavors which are: LUX
Energizing Honey, LUX Golden Glow, LUX Nature Pure, LUX Orchid Touch,
LUX Almond Delight and LUX Aqua Sparkle. Taking into account the
convenience of its customers, the company manufactures all flavors of LUX
in three different sizes, 40gm, 80gm and 120gm.
3.2 Price:
Though Unilever Bangladesh gives its LUX customers a lot in terms of the
product itself, it cannot provide a better pricing. This is due to some
constraints in the beauty soap industry. Beauty soap is a product with a
vulnerable demand in Bangladesh. A change in price has a high risk of
creating price war among the rivals which will eventually cause a loss of
profit. Its prices are almost equal to its competitor. Table 3.1 (p-10)
compares Lux’s price with its major competitor. Company carries out
research on competitors’ price and brand loyalty when it feels extreme
necessaity of chaging price. The brand loyalty test is an exploratory research
which is known as Brand Health Check-Up (BHCU).
6
Analyzing The Market Of Lux
7. 3.3 Place:
Unilever Bangladesh Ltd. has a huge distribution channel for LUX all over the
country as its sales reach more than 10 million pieces a year. The company
has six huge warehouses, one in each division of Bangladesh, where the
product goes after they are manufactured at Kalurghat factory. Table 3.2
(P-10) shows the location of its six warehouses in Bangladesh.
The company does not use its own fleet of transport for distributing its
product. However, it has outsourced its distribution process to various third
party distributors, exclusively dedicated to Unilever Bangladesh Ltd. These
distributors then supply the product all over Bangladesh to a huge number
of retailers. Even though LUX targets the urban and sub urban middle and
upper middle class people they are distributing their products all over
Bangladesh because of a recent increase in demand of its product to all
segments of the population.
3.4 Promotion:
Unilever Bangladesh undertakes huge promotional activities to promote LUX
which has topped the beauty soap industry of Bangladesh. It spends almost
20% to 25% of its Net Proceeds from Sales (NPC) of LUX for promotional
activities for LUX 1
It’s certain annual promotional campaigns like LUX Channel i Superstar and
LUX Channel i Annual Cinema Awards has made the product a part of the
glamour world. Since the 1930s, over 400 of the world’s most stunning and
sensuous women have been proudly associated with Lux advertisements.
They do not only promote LUX in Bangladesh for the beauty conscious
females, it also promotes the brand for males and the company proved that,
by including world famous male celebrity Shahrukh Khan for their
advertising campaign.
7
Analyzing The Market Of Lux
8. Unilever Bangladesh Ltd spends a huge amount of money for promoting LUX
through TV commercials, newspaper advertisements and billboards.
Moreover it also undertakes small promotional campaigns at different
schools, colleges, universities and recreational parks with winners of its
Zonal Beauty Contests. Till now promotional activities of LUX has always
been successful which has made it a household common name and helped it
reach almost one billion taka sale value in the year 2004 2.
Chapter 4
Analyzing the Market for LUX
For better comprehension of Unilever Bangladesh, its marketing strategy,
product quality, positioning and placement, we present here a comparative
analysis of its competitors. This part of the report illustrates the market
share of different companies in the beauty soap industry.
4.1 Market Share:
The beauty soap industry in Bangladesh consists of only seven major
producers. Unilever Bangladesh Ltd is operating in the industry with its
world famous brand LUX. Out of these giant companies Unilever Bangladesh
Ltd is the market leader with a share of around 43%.
Figure 4.1 (P-11) shows the market share of all the companies in the sector.
Unilever Bangladesh Ltd is leading the market. The other competitors are
very competitive among themselves but they cannot put a intense
competition with Unilever Bangladesh Ltd, as they have market share much
less than Unilever Bangladesh Ltd.
Table 4.1 (P-11) overleaf shows a detailed description of the major
competitors in the market, their operating brand, estimated annual sales
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Analyzing The Market Of Lux
9. revenue and market share.
Other companies in the industry are not as big as Unilever Bangladesh Ltd
but they are posing threat to the company by a tendency of a gradual
increase in their market share. Kohinoor Chemicals which is operating with
the brand name Tibet is an extremely famous brand to the rural segment of
the population and possess a significant share in that segment which is the
largest population group in Bangladesh. Moreover Keya Cosmetics Ltd
operating with the brand name Keya and Marks & Allys Ltd operating with
the brand name Aromatic are also uprising brands to both the rural and sub
urban segment of the population.
Moreover a recent takeover of Aromatic by multinational consumer product
giant MARICO who operates with famous brands in other industries like
Parachute Coconut Oil is posing to be a threat to Unilever Bangladesh’s
market share.
Chapter 5
Conclusion
The beauty soap industry of Bangladesh consists of a few producers in the
industry. The demand for this product is very much vulnerable in terms of
pricing. Unilever Bangladesh is providing LUX. at a price which is affordable
to most of the people in the country. Beauty soap is an uprising product in
Bangladesh as a greater portion of the population, both male and female,
are now getting more beauty conscious. As a multinational company
Unilever Bangladesh with heavy promotional activities, has been able to
penetrate the market.
With six different fragrances, three different sizes, international standard
and high quality design, as a product, LUX has been highly successful over
the years. Its distribution process is highly efficient. Its promotional
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Analyzing The Market Of Lux
10. activities, like the beauty contest has been a milestone in attracting a huge
number of customers. Overall with its marketing activities LUX has been a
successful brand.
The only place where rival companies are progressing is in giving customers
redemption offers. Research revealed that Bangladeshi customers are highly
attracted to this sort of offers. These offers are not sustainable in the long
run but still it takes away a considerable part of LUX’s sale in the short run.
Chapter 6
Recommendation
In this chapter the team would suggest some recommendations to Unilever
Bangladesh Ltd. to adopt more successful operation in Bangladesh. Since a
huge portion of the rural poor people is demanding LUX in recent days,
Unilever Bangladesh Ltd should expand their target market also towards the
rural people. They should also conduct different promotional activities in
rural fairs and socially responsible promotional activities to attract rural
consumers and social awareness .Because Lux has different skin type soap
so now if they provide different types of beauty soaps for male and female
soapunder the same brand name i.e. LUX it might increase their sales. Lastly,
as Bangladeshi culture children have a huge say in shopping so they should
also promote the product to children like their another brand “Dove”. These
are the recommendations suggested by teem members to Unilever
Bangladesh Ltd. to adopt for a more successful operation in Bangladesh with
large market share.
Appendices
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Analyzing The Market Of Lux
11. Urban
Rich
Urban and Sub Urban Upper
Middle and Middle Class
Rural Poor
(Figur2.1): Market Segments 1.
Socio Economic Clusters
A B C D E
Income High Upper Mid Lower Low
Income Middle Level Middle Income
Level Income Income
Income
Education High Level Educated Educated Educated Very Low
of Slightly Slightly Slightly Less Level of
Education Less than Less than Cluster Literacy
Cluster A than C
Cluster B
(Table 2.1): Socio Economic Cluster Segmentation 1
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Analyzing The Market Of Lux
12. (Figure 2.2): Positioning Map
Brand
Lux
Aromatic
keya
Tibet
(Table 3.1): Comparative scenario of soaps price
Division Location of Warehouse
Dhaka Dhaka City
Chittagong Kalurghat Heavy I/A
Sylhet Sylhet City
Rajshahi Rajshahi City
Khulna Khulna City
Barisal Barisal City
(Table 3.2): Location of Unilever Bangladesh Ltd’s Divisional Warehouses
1.
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Analyzing The Market Of Lux
13. (Figure 4.1): Market Share
Sl. No. Company Brand Name Yearly Market
Share on Toilet
Soap
1 Unilever (BD). Ltd Lux International Beauty Tk. 312 43.33%
Soap Core
2 Square (Toiletries Meril Beauty Soap 48 Core 6.66
Division)
3 Keya Cosmetics Ltd. Keya Beauty Soap 72 Core 10.00%
4 Aromatic Cosmetics Aromatic Beauty Soap 48 Core 6.66%
Ltd.
5 Lily Cosmetics Ltd. Lily Beauty Soap 72 Core 10.00%
6 Kohinoor Chemical Co. Tibet Beauty Soap 72 Core 10.00%
7 Marks & Allys Ltd. Camelia Beauty Soap 60 Core 8.35%
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14. 8 Others 36 Core 5.00%
Total Market 720 Core 100%
(Table 4.1): Estimated Annual Sales Revenue and Market Share .
Bibliography
1. www.unilever.com
http://www.unileverea.com/ourbrands/personalcare/lux.asp
http://www.unilever.co.uk/ourbrands/personalcare/lux.asp
2. www.unileverbd.com
3. Report on “Competition Scenario in Bangladesh”, page 18, prepared
by Bangladesh Enterprise Institute, July 2005.)
4. http://www.gfk.be/ProductsAndServices/ConsumerDiagnosticTools/S
pecialAnalyses/BrandHealthCheckUp
5. http://en.wikipedia.org/wiki/Unilever
6. http://ladytobaby.com/show.php?item=155
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