Understanding online shoppersof Unilever Bangladesh Ltd.

Abstract

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. To identify how to make these brands popular amongst the people of Bangladesh is the core objective of the “Consumer and Market Insight department” or in short CMI. (a proactive segment of the Brand Building department of Unilever Bangladesh Limited). CMI is the department where the study of the different marketing mix is done to analyze its effectivity and efficiency. This phase typically comes before the planning phase during which managers do study on different perspectives and analyze the feasibility of different methods. During my tenure I along with the guidance of my line manager researched on the most popular buzzing topic of the time i.e. internet shopping. As the world is moving with a very fast pace with the help of internet, it’s time that Unilever as a global giant also hit this system to accelerate their growth. In addition, I have carried out a small-scale research to find out how to penetrate this path and grab success through it. I critically analyzed the pros and cons of online shopping and tried to gather as much real life information as possible by reaching mass people. I have scrutinized different other online shops and thus came out with possible recommendation to make it feasible for Unilever Bangladesh Ltd.