Assessing the feasibility of Unilever's market potential in beauty salon business

Abstract

Unilever Bangladesh Ltd. (UBL) is the Bangladeshi arm of Anglo-Dutch consumer goods manufacturer Unilever which is regarded as one of the world‟s most successful fast moving consumer goods manufacturing companies with access to global resources as well as local manufacturing facilities, economies of scale and above all synergy of resources and operations across the world. Unilever Bangladesh Limited, the leading company in the Bangladeshi consumer market has five departments to carry out all its organizational functions. Having owned some dominant brands in Home and Personal care product portfolio, the company now wants to evaluate its potential in the beauty salon business in Bangladesh with its fast growing hair care brands like Sunsilk, Clear and Dove. I was appointed in Brand Development Departments specially hair care department headed by the Senior Brand Manager as an intern to “Assess the feasibility of Unilever‟s market potential in Beauty salon business” on which my internship report is based. This research report is however designed to explore and assess the impact of consumer‟s hair care experiences provided through services in the beauty salon in Dhaka metropolitan city and Chittagong. The study was conducted through use of a survey questionnaire followed by personal interviews of 24 ladies parlors, 4 men‟s salon and 43 individual customers respectively in the corresponding cities. It was carried out as the basis for understanding a comprehensive abstract of consumer stance towards the hair care product that are being used in the beauty salon to provide the hair care services. A substantial amount of data which includes both qualitative and quantitative issues resulted by the survey were then analyzed to learn more about the impact of these experiences, parlor‟s inside activities, hair care services and brand preference of both parlors and customers. Although both women and men were engaged in conducting the survey, however women appeared to be more concerned about voluminous hair and prevention of split ends than men. Based on several important factors, this systematic study yielded rich quantitative data (presented through figures, graphs,) and qualitative data (comments and opinions) which led to ascertain the market potential for UBL in the beauty salon industry in Bangladesh.The statistics and comments obtained, provided substantial evidence that now a days almost everyone both male and female who are concerned about hair, consider hair treatment in beauty salons. Specific attributes of hair care problems like nourishment of hair, hair loss, dandruffs were cited as extremely important to the success of a quality hair care product with the suggestion that there may be a potential market for an herbal hair care product. The author gained dramatic insights about the significance of brand and quality and how it influences the consumers‟ attitude in choosing a hair care product like shampoo. Though customers personally prefer Dove, Pantene is however regarded as the most preferred brand followed by Sunsilk by the majority of the beauty salons. This report provided valuable insights gained from the survey and suggestions to overcome some of the problems faced by parlors and salons regarding hair care products and thus analyzed the gaps and opportunities in the beauty salon market in Bangladesh to implement an effective plan to strengthen the use of UBL‟s hair care product in the beauty salons. The approach will not only utilize the favorable market condition that Unilever already holds but will also secure a strong market position for long term and thus will set the ball rolling towards the corporate and strategic goals of UBL for the forthcoming years.