Professional marketing aspects of Unilever Bangladesh Limited : Gulshan branch
AuthorChoudhury, Ruhama Tasnim
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As known to all, Unilever Bangladesh Limited is one of the leading multinational business firms in the world of FMCG industry. Over the last four decades Unilever Bangladesh Limited (UBL) has been relentlessly bringing new, innovative and world-class products to make the lives of Bangladeshis easier. Over 90% of the country’s households use one or more of UBL products. Unilever currently offers nineteen variety brands in spread across four different categories- Food and Drink, Home care, Personal Care, Water Purifier. Making these brands popular amongst the people of Bangladesh is the core objective of the “Activation department” (a small yet proactive segment of the Brand Building department of Unilever Bangladesh Limited). Marketing activation is the execution of the marketing mix as part of the marketing process. The activation phase typically comes after the planning phase during which managers plan their marketing activities and is followed by a feedback phase in which results are evaluated with marketing analysis. Professional Marketing is an activation campaign that began from January this year and is planned to be continued till the very end of the year. The core need of this activation campaign came from the fact that doctors and dermatologists are considered a strong source of generating word of mouth; so it is always important to get their recommendations when it comes to product quality and credibility for the mass consumers. Building good and happening relationship with is community is vital especially for the range of category of products where safety is a big concern. Hence, brand managers of Unilever Bangladesh Limited (UBL) believe that it is important for these professionals to endorse their brands based on the safety ground. Led by this thought, and backed by the activation team of UBL, the activation campaign began. In addition, I have also carried out a small-scale causal research to find out whether Activation campaigns actually create a boost in sales and market share and hence fulfill the objectives based on which the campaigns are implemented. I have made use of documents provided by my internship supervisor on site and the brand manager of Knorr (secondary data) to complete my analysis.