An analysis of retail merchandising activities of Unilever Bangladesh Limited

Abstract

Unilever is one of the oldest companies in the world. The British-Dutch based company is renowned for producing fast moving consumer good (FMCG). It is the third largest consumer goods company around the world. Unilever posses over 400 brands and conducts its business in around 190 countries in the world. Unilever Bangladesh Ltd., a subsidiary of the Unilever in Bangladesh, has started its journey in Bangladesh in 1964 and since then it has been growing by delivering world class quality products to the people of Bangladesh. Over the years, it has become one of the leading multinational companies in our country. Unilever's products are daily used by more than 90% households in our country. The Merchandising department of UBL, which is a core part of Customer Development Department(Customer Development), is responsible for branding and popularizing Unilever's products. The department has been involved in creatively visualizing the products, especially the new ones, to the consumers to market these. I have been one of the few lucky interns to work closely with this department and perceive the marketing practice of Unilever Bangladesh Ltd. which helps the brand to outshine its competitors. I have taken a researchable approach to prepare this report. I have apportioned this report into five major chapters. Firstly, I have discussed about merchandising and how it is an indispensable element for the growth of a company, origin of the report and limitation of the study. Secondly, I have summarized the background and origin of the company to help the readers to get a glimpse of the company and its products. In the next chapter I have focused on the Unilever Bangladesh Limited's (UBL) merchandising department as a whole. It emphasis on the planning and execution of the merchandising activities, its limitations and how it is beneficiary both the company and the consumers. The next chapter discusses and analyzes their activities and evaluates the objectives. It this chapter, I have disclosed my findings and related those to my objectives. Lastly, the fifth chapter illuminates my recommendations.