Principle of Marketing Project Topic: Launching a New Product Launching a new product in Unileve REPORT MAP ________________________________________ 0.

0 Introduction 1.0 Objective of the study 2.0 Company Profile

2.1 Uniliver Bangladesh ltd. 2.2 Product and Service Analysis: 2.3 Capital Investment 2.4 Logo and Slogan: 2.5 Mission 2.6 Vision 2.7 Objective 2.8 SWOT Analysis 3.0 Marketing Mix 3.1 Product 3.1.1 Features 3.1.2 Packaging 3.1.3 Level of product 3.1.4 BCG Growth Matrix Analysis 3.1.5 Product Life Cycle Stage 3.1.6 SWOT Analysis of the Peedle 3.2 Price 3.3 place 3.4 Promotion 4.0 Market Analysis Summary 4.1 Market Segmentation 4.2 Target Market Segment Strategy 4.3 Distribution Pattern 4.4 Industry Analysis 5.0 Strategy and Implementation Summary 5.1 Value Proposition 5.2 Basic Competitive Strategy 5.3 Marketing Strategy: 5.3.1 Positioning Statements 5.3.2 Market Promotion Mix 6.0 Reference Introduction In this competitive business world, marketing is an essential part of any compan y. The main two ideas of marketing are to attract the market and do the activiti es to retain them. In order to do the jobs of marketing a proper marketing plan is very important. Without having a complete plan the job of marketing will left with many excuses and even it could create a disturbing consequence for the company. So, to have a n appropriate marketing plan for every product of the company is very necessary. There are many companies in Bangladesh serving to people. All the leading compan ies have a strong marketing department where the marketing strategies and market ing mix are made.

Unilever is the leading company in Bangladesh, which is serving the people of Ba ngladesh over four decades. Unilevers mission is to add vitality to life. To mee t everyday needs for nutrition, hygienic and personal care with brands that help people look good, feel good and get more out of life. Its deep roots in local c ultures and around the world give them a strong relationship with consumer and f oundation of future growth. Unilever has many brands to serve with. Those are Wh eel, Lux, Lifebuoy, Fair & Lovely, Ponds, Close-Up, Taaza, Sunsilk, Pepsodent, C lear, Vim, SurfExel, Dove, Vaseline, Lakme & Axe. In addition to those brands, we have created the marketing plan a new product fo r Unilever which we named as PeedleWe are going to give an overall various marke ting segmentation, targeting, positioning, promotion, distribution and many othe r marketing mixes.

1.0 Objective of the study In this project Our Objective is to segment the market and analyze the target co nsumer. Define the Strategy to position our product in Bangladeshi market. Also we try to set the marketing function and competitive strategy under the Uniliver brand name. Specific Objectives of the Research: 1. To find out whether our customers can accept this product. 2. To identify the effect of product / service availability on customers per ception 3. To identify the effect of lead time variability on customers reaction to ward this product. 4. To identify the effectiveness of this product in this society. 5. To find whether having a new quality product can make customers satisfie d. 6. To identify the effectiveness of our different marketing strategies. 7. To identify effect of post-sale support system on customer perception. 8. Mystery survey at different sectors of our country to find out our uniqu eness. 9. To find out the satisfaction level of our customers as well as our reta ilers. 10. Comparing our product with similar products in our society. 2.0 Company Profile 2.1 Unilever Bangladesh Ltd. In the 1890s, William Hesketh Lever, founder of Lever Bros, wrote down his ideas for Sunlight Soap his revolutionary new product that helped popularize cleanlin ess and hygiene in Victorian England. Mainly from this time first idea to establ ish Unilever formed. Over the the last four decades, Unilever Bangladesh has been constantly bringing new and world-class products for the Bangladeshi people to remove the daily dru dgery of life. Over 90% of the countrys households use one or more of products. According to constitution, in Bangladesh Unilever Bangladesh Ltd. have 60.75% sh are and government of Bangladesh have 39.25% share. 2.2 Product and Service Analysis: Unilever Bangladesh Ltd offers a wide variety of consumer goods to the people of Bangladesh. Its operations are categorized into three categoriesFood Home care

Personal care Under these three operations Unilever manufactures various categories of product s and for each of those categories they have successfully established many brand s. The product mix of Unilever Bangladesh Ltd is as following-

Household Care Fabric Cleansing Skin Cleansing Skin Care and Personal G rooming Oral Care Hair Care Tea Based Beverage Vim Wheel Surf Excel Lux Lifebuoy Dove Vaseline Fair & Lovely Ponds Rexona Vaseline Lakme Axe Pepsodent CloseUp Dove Sunsilk Clear Taaza Unilever Bangladesh Ltd produces pure consumer goods. Some its brands are produc ed locally in Bangladesh and some are imported from other regional factory of Un ilever, like Thailand, China, and UK etc. In Bangladesh the company has a Soap M anufacturing factory and a Personal Products Factory located in Chittagong. Besi des these, there is a tea packaging operation in Chittagong and three manufactur ing units in Dhaka, which are owned and run by third parties exclusively dedicat ed to Unilever Bangladesh. 2.3 Capital Investment: The capital expenditures of Unilever have generally been moderate. This allows U nilever to use its cash resources for other business investment purposes.

2.4 Logo and Slogan:

Figure: Logo of Unilever Bangladesh Ltd. Our slogan is; Feel good, look good and get more out of life 2.5 Mission Unilever s mission is to add Vitality to life. We meet everyday needs for nutrit ion, hygiene and personal care with brands that help people look good, feel good and get more out of life. 2.6 Vision

The four pillars of our vision set out the long term direction for the company w here we want to go and how we are going to get there: We work to create a better future every day. We help people feel good, look good and get more out of life with brands and ser vices that are good for them and good for others. We will inspire people to take small everyday actions that can add up to a big d ifference for the world. We will develop new ways of doing business that will allow us to double the size of our company while reducing our environmental impact.

2.7 Objective Objective means the goals that the business must achieve in order to meet its wide r business objectives. Unilevers objectives are Growth in market share Clearer product differentiation Long term brand value to customers Decrease customer acquisition costs 8% per year Creating and launching new products / services Innovation 2.8 SWOT Analysis The following SWOT analysis captures the key strengths and weaknesses within the company and describes the opportunities and threats facing Unilever Bangladesh Ltd. Strengths: In depth industry experience and insight Largest amount of share in the market Having a good number of established brands An excellent distribution network Competitive advantages Weaknesses: Reliance on outside raw materials So many substitutes available in the market Lack of control in the market. If any disruption arises between company and dist ributor then the whole market suffers. Lack of informational reliability, since the market is too large Opportunities: Participation within a growing industry Utilization of changing lifestyle of people for increasing demand Scope of expanding the market vertically and horizontally Application of new tactics and surprise packages Niche marketing Threats: Threats of the market challengers A negative effect on peoples spending because of the current financial crisis Existence of political unrest though out the country The moto of Unilever is to hold its strengths the longest time possible. It is a lso working constantly with a view to using its opportunities at best. In spite of being the market leader Unilever Bangladesh has some weaknesses and threats. Its research department is working hard to make strategies to overcome those wea knesses and threats.

3.0 Marketing Mix 3.1 Product : Peedle Snack [fruits & nuts] A product can be defined as anything that can be offered to a market for attenti on, actuation, use or consumption that might satisfy want or need. In this marketing plan our concerning product is Dried fruit. Dried fruit is fru it where the majority of the original water content has been removed either natu rally, through sun drying, or through the use of specialized dryers. Dried fruit has a long tradition of use dating back to the fourth millennium BC in Mesopota mia, and is prized because of its sweet taste, wrinkly texture, nutritive value and long shelf life. Also dried fruit has vast health benefit on Bone health, Intestinal health, Weig ht management, and Healthy diet. Today, dried fruit consumption is widespread. Nearly half of the dried fruits so ld are Raisins, Prunes, Figs, Apricots, Peaches, Apples and Pears. Peedle snack [fruits and nuts] is a food product that gives all these benefits a t once. People will buy Peedle frequently lower price from many purchase locatio n. 3.1.1 Features: Provide every day calories Provide every day vitamin, mineral, fiber Quality food for Tiffin time 3.1.2 Packaging: Packaging involves designing and producing the container or wrapper for a produc t. Traditionally the function of packaging is to hold and protect the product. B ut in recent days it is recognized that packaging perform many sales task from a ttracting attention to describing the product and to make it to sale. For our new product we will do regular packaging, in this package we will keep 3 kind of packet of 3ddifferent weight. These are: Family pack 1 kg Regular pack 500 g Shaker 200 g Family pack is for group of people like family. Regular pack is for frequent buy ing. And Shaker (jar) is basically for school going children. 3.1.3 Level of product: Five levels of Peedle will be Core Benefit of the Product: It is a snack with greater food value. It provide D aily calories Basic product: Basic product will be- the peedle snack [fruits and nuts] itself it is a logo. Expected Product: Nutritious snacks with reasonable price. Augmented Product: Provide 1500 calories with some other vitamin, mineral, fiber which cannot do any other snacks in Bangladesh. Potential product: If we will cut the price after having positive response, we g ive extra amount

3.1.4 BCG Growth Matrix Analysis: As its a new product for Unilever, other products are popular and already achieve stars. Therefore comparatively we are hoping in the starting time we can gain Q uestion marks for Peedle. people are now more conscious about health. Health is ob vious for happiness. Also keeping good health and avoid bulky body peedle provide the real benefits.

When we will enter the growing market initially we will be able to grab small am ount of market share so we should apply Build Strategy by injecting cash to incr ease market share and to make peedle stars. Relative Market Share Market Growth Rate Stars Question Marks Cash Cows Dogs Figure: Boston Consulting Group Approach 3.1.5 Product Life Cycle Stage As we are making a marketing plan for Peedle, which is a new product and not ava ilable in the market so its still in product development stage, however we expect that when it will enter the market it will in introduction stage where sales wi ll low but a increasing rate, and our target is to go in maturity stage for high er sale and higher profit. Figure: Product Life cycle Stage 3.1.6 SWOT Analysis of the Peedle: Strenghts Strong Brand Image eServices and technology Grater food value Sustain food product Weaknesses Comperatively High Prices Traditional beleaves of snacks Opportunities Differnt package Can be use in many recipe Threats Competitors can produce Serving at lower price Price of raw materials can go up

3.2 Price: To capture the market Peedle set these price categories. Price is the amounts of money customers have to pay to obtain the product. As Peedle is a new product in our country so we will follow the followings: Our price objective will be Maximize current profit and increase sell. It will be inelastic demand. Because people who are look conscious will use thi s product and actually price will not be an important matter to them. But also a s most of our country people are price sensitive so we will try to keep lower an d reasonable price. Total costs will depend on the price of the ingredients, cost of producing the p roduct, costs of packaging, costs of promotion activities and the companys fixed costs. In Bangladesh no other company is selling this kind of dried fruit, so we have n o local competitors.

Pricing Strategy Considering Peedle as a new product in our country and this is already popular i n other countries we will use Market Skimming pricing strategy. We hope that buyer willing to pay our settled price. Product type Family pack Regular pack Shaker 200 g Weight Price 1 kg 180 BDT 500 g 100 BDT 40 BDT

3.3 Place: Unilever Bangladesh Ltd has six huge warehouses, one in each division of Banglad esh, where the product goes after they are manufactured at Unilevers factory. The company does not use its own . However, it has outsourced its tributors, exclusively dedicated then supply the product all over fleet of transport for distribution its product distribution process to various third party dis to Unilever Bangladesh Ltd. These distributors Bangladesh to a huge number of retailers.

Location of Unilever Bangladesh Ltds Divisional Warehouse Division Location of warehouse Dhaka Dhaka city Chittagong Kalurghat Heavy I/A Sylhet Sylhet city Rajshahi Rajshahi city Khulna Khulna city Barisal Barisal city

3.4 Promotion Promotion means activities that communicate the merits of the products and persu ade consumers to buy it. So our targeted audiences are mainly the potential user of our product. Though we specially targeted urban people, our main promotional concern will go on them. We will do different types of promotional activities t o introduce and create awareness about our Peedle to the people. Peedle mainly cover television as the media of advertising. Most of the commerci al advertisements are made to send the message to the customer that: Eat light eat often Get the daily calories Nutritious snacks is the best idea for busy life Peedle will promote itself by providing new advertisement and making its custome r aware availability of its new and improved version of product. It also promote s via billboards, magazines and so on. WE will also publish attractive, colorful and informative advertisements in radi o, newspapers, internet, magazines and on billboards in regular basis. We can do sponsoring and event organizing and campaign as our promotional activi ty. Public Relation To extend market or to introduce the product to people marketers need to create public relationship.Unilever always tries to create events and stories, which au tomatically come to press attention public gets to know about their product. For our new product Peedle we will try to do the following activities:

We will arrange press conferences and will try to have renowned dentists in thos e programs, so that the information and messages seems trustworthy to the people . We will try to arrange seminars in schools, colleges, universities and medical c olleges about the usefulness and benefits of Peedle.

4.0 Market Analysis Summary 4.1 MARKET SEGMENTATION Age: Peedle takes every customer as target and potential customer who is take s snakes. All age groups are being target but the most potential is the group of age of 16 to 24 and living in the area of urban section. Lifestyle: r snacks on packet. Occupation: Nature: Busy lifestyle (face shortage of time) and prefe Students and family oriented people Heath conscious. Want to get easy food.

Socio economic status: upper class to lower middle class 4.2 Target Market Segment Strategy Geographic: Peedle is now for Bangladesh market. Peedles target is to cover all urban and su burban area mainly focus in Dhaka and Chittagang city. Age: In demographic segmentation Peedle age limit is 15 -24. Also up to 50 age people can take it. Peedle is for both male and female who usually live in fairly, gen erally official people and school going children. Psychographic: Peedles is selected for upper lowers, middle class and upper midd le classes. Behavioral: People who seeking quality food, they should be medium user. 4.3 Distribution Pattern Unilever is doing this job quite efficiently for its existing products. For Peed le, at first we will launch it in two big cities- Dhaka City and Chittagong City . Depending on the positive response in future gradually we will extend the mark et of this product in other divisions. The distribution process of Peedle will be same as the companys other products, w hich is as following Finally from retailer product reach the final consumer.

Manufacturer:

We will produce this new product by our own. The fruit drying process, mixing pr ocess, quality maintain process and all other manufacture activities are done by companys own lab. Wholesaler: Unilever has its own distributors who will buy the wholesale amount and sell the se to the retailers. Retailers: Retailers will buy the products from distributors and sell these to the final co nsumers. Consumers: People can get it in superstores, big pharmacies etc. We will place this product mainly in urban areas of Dhaka City and Chittagong City of Bangladesh with Unil evers exceptionally good channel of distribution. 4.4 Industry Analysis: Unilever Bangladesh Ltd produces pure consumer goods. Some its brands are produc ed locally in Bangladesh and some are imported from other regional factory of Un ilever, like Thailand, China, and UK etc. In Bangladesh the company has a Soap M anufacturing factory and a Personal Products Factory located in Chittagong. Besi des these, there is a tea packaging operation in Chittagong and three manufactur ing units in Dhaka, which are owned and run by third parties exclusively dedicat ed to Unilever Bangladesh. 5.0 Strategy and Implementation Summary 5.1Value Proposition Peedle set itself apart from each by offering a unique bundle of benefits. Peedl es provide more benefits with little bit higher price. Also Peedle create a new s ense of snacks providing fresh quality and superior test with higher food value. Bundle of competitive advantage: Food value: No preservative. No animal fat. Perfect for all age. Three kind of pack, Family pack, Regular pack, Shaker (for school going children ) Peedle will find every grocery shop which provides location convenience. Under t he Uniliver brand image it will gain customer loyalty. USP (unique selling proposition): Get Your Daily Calories 5.2 Basic Completive Strategy To gain leadership positions by delivering superior value to their customer. Pee dles value disciplines will be customer intimacy. Peedle work to much exactly the need of targeted customer focusing on satisfying unique customer needs through a close relationship and quick respond. Peedles vi sion is, do almost anything to build long-term customer loyalty and capture cust omer life time value. Peedle is a product for almost all age people so the customer life-time-value ca n be the key point of success. Peedle also focus on operational excellence as it s second value disciplines. Peedles work for quality food by reducing cost. It al so should develop efficient value-delivery system to serve customer cheaply and easily. 5.3 Marketing Strategy 5.3.1 Positioning Statement

People who busy for work and study need easy and nutritious snacks. Peedle is an dry fruit snacks that provide every day calories [a working people need] 30 oth er vitamin, mineral and fiber, fresh quality and superior taste over the normal fruits. 5.3.2 Marketing communication Mix Padeels promotion mix consist of the blend of

6.0 References: Principles of marketing, 11edition, Kotler and Armstrong. http://en.wikipedia.org/wiki/Dried_fruit http://www.shutterstock.com/pic-38829169/stock-photo-dried-fruits-collection-ban ana-strawberries-peach-pineapple-sultanas-kiwi-dates-apples-apricots.html http://www.unilever.com.bd/