Analysis of consumer perception of fairness creams of youth in Dhaka

Abstract

Unilever is one of the largest FMCG Company in the world with Anglo-Dutch origins that go back to nearly a century. It is a company that started with the aim of helping people as they developed their very first product Sunlight Soap to improve hygiene. From then on, the company has been growing at rapid rate creating presence all over the world. It has its operations here in Bangladesh as well and is the largest FMCG Company of the country with 20 successful brands and is also one of the largest MNCs to be operating here. I was appointed as an intern in the brand development department where I worked specifically for the brand Fair & Lovely and played a key role in successfully executing their largest USLP campaign “TomarShopno Koro Shotti”. While working on this campaign, I had to manage agencies and saw firsthand how the work gets done. I have also worked as a supporting member in organizing Bizmaestros 2015 – Unilever’s very own business case competition, under Ms. IpshitaFahmin. Working on different projects headed by different managers gave me the chance to see how different people get work done differently yet in an effective manner. This report mentions in detail the wholesome learning journey I had in Unilever Bangladesh. Finally, using the industry knowledge I gained from my internship, I conducted a research on the preference and consumer perception of fairness cream to determine where my brand fair and lovely stands and how much growth potential the Bangladeshi market offers for this brand. The research findings created new ways of looking at the industry and allowed me to apply my knowledge to see the information in a new light. This report includes further details on the subjects that have been talked about briefly in this section.