The study of the shopper marketing activation process of Unilever Bangladesh Limited

Abstract

Customer Development Function at Unilever Bangladesh Limited. The research report titled “The study of the Shopper Marketing Activation Process of Unilever Bangladesh Limited” has been prepared with an aim to exploring the key processes of the activation projects; Laabher Bazar and Privilege point. Firstly, the report provides an overview of Unilever Global and Unilever Bangladesh Limited. The key responsibilities of all the functional departments, Products of Unilever Bangladesh Limited, the SWOT analysis and my role as an intern has been discussed in details in this section. In the “Literature Review” section the concept of Shopper Marketing and the role of this in retails have been discussed from the experts’ point of view. Later in the “Analysis and Interpretation of Data” section, the report provides a detailed discussion about the Shopper Marketing Activation Processes. The Activation process at Unilever Starts with identifying the shopping missions of their target customers. The second step of the process starts with identifying different distribution channels to best serve the different shopping missions of the target customers. Lastly, the after analyzing different channels, Unilever Bangladesh Limited develops different Shopper Marketing Activation to best suit the different requirements of channels. From the data collected through the selection process, Unilever developed Laabher Bazar for the 150 Wet Market Clusters throughout the country and Privilege Point for 39 Modern Trade Centers of Dhaka city. The activation operations are conducted by collaborating with different Agencies, where the process starts with the planning phase and ends with finals sales report submission, all other processes in between them are discussed in details in this section. Later on in the report, based on the analysis of the former section the reports discusses the key findings of the report. Next, the report identifies some of the ways by which Unilever Bangladesh Limited can make the activation process more effective. Therefore, in the conclusion it can be said that the report provides a detailed discussion of the key processes of the Shopper Marketing Activation processes of Unilever Bangladesh Limited.