Analyzing the Market of LUX

ANALYZING THE MARKET O LUX

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Letter of Tran&%ittal

A"ril ,,) ,-.6

Shamim E. Haque Senior Lecturer, BRAC Business School BRAC University; 66 Moha hali, !ha a "#"#

!ear Sir, $ith this %e are su&mittin' the re(ort )rom Section **" %hich %as a course requirement )or the Business Communication course +BUS #*", that %e have ta en this semester +S(rin' #*"-,. .he title o) our re(ort is /Analy0in' the mar et o) LU12. $e %or e3 on the analysis o) the mar et )or (o(ular &ran3 o) Unilever 4 LU1 in this re(ort.

Here is the re(ort )or your in3 (erusal an3 revie%.

Sincerely yours,

5shtiaq Ahme3 6 5!7 "#"*8*"" 9ishat 9a&ila 6 5!7 "#"*8#:#

$ali3 Alam 6 5!7"#"*8*8" Ahna) ;han 6 5!7"#"*8"-" ;a0i Silvia <erin .onu 6 5!7 "#"*8"== Sye3a Se)at Ashra) 6 5!7 "*#*8""8

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!age E1ECU.5>E SUMMAR? 59.R@!UC.5@9 AR@!UC. SUMMER?, MAR;E. SEBME9.A.5@9, .ARBE. MAR;E.59B A9! A@S5.5@959B Aro3uct Cate'ory Mar et Se'mentation .ar'et Mar etin' Aositionin' US59B .HE .AC.5CAL MAR;E. .@@LS Aro3uct Arice Alace Aromotion A9AL?D59B .HE MAR;E. E@R LU1 Mar et Share S$@. A9AL?S5S E@R LU1 C@9CLUS5@9S A9! REC@MME9!A.5@9S B5BL5@BRAAH? 59!E1 LI$T O ILLU$TRATION$ ig're& ". Mar et Se'ments +#.", Aa'e # "68 # #6-68 86C : : 6 66C C6= C6= F "* " "6# iv "

#. Aositionin' Ma( +#.#, -. Mar et Share +8.", Ta/le ". Socio6Economic cluster se'mentation +#.", #. Location o) Unilever Ban'la3esh Lt3Gs 3ivisional %arehouses +-.#, -. Estimate3 Annual Sales Revenue an3 Mar et Share +8.",

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iii

EXE:UTI;E $UMMARY
Unilever is a multinational consumer (ro3uct manu)acturin' 'iant o(eratin' in over hun3re3 countries all aroun3 the 'lo&e. Unilever Ban'la3esh is the Ban'la3esh cha(ter o) Unilever, %here the com(any hol3s 6*.C:H share %hereas the Bovernment o) Aeo(les Re(u&lic o) Ban'la3esh hol3s -F.#:H share. UnileverGs one o) the most (o(ular &ran3 is LU1. .hey se'ments LU1.Gs mar et accor3in' to 'eo'ra(hical locations. 5t )urther 3i))erentiates these se'ments into Socio Economic Cluster +SEC, %hich ta es into account the criteria o) e3ucation an3 (ro)ession %hich ultimately measures the )inancial a&ility o) consumers. .he cluster is 3ivi3e3 into )ive (arts startin' )rom A to E. Unilever tar'ets the ur&an an3 su& ur&an u((er mi33le class an3 mi33le class se'ment o) the (o(ulation, %ho )alls un3er A to C o) SEC. .actical mar etin' tools, 8AGs, are eItensively use3 &y the com(any to mar et LU1. .hou'h LU1 is (ro3uce3 in Ban'la3esh, Unilever Ban'la3esh maintains the same stan3ar3 all aroun3 the 'lo&e. .he (ro3uct is availa&le in siI 3i))erent )ra'rances un3er three 3i))erent si0es. Since the 3eman3 )or &eauty soa( mar et is to a 'reat eItent oli'o(olistic, variations in (rice lea3 to (rice %ar %hich can eventually &rea 3o%n the com(anyGs mar et share. .hus Unilever cannot (rovi3e a &etter (rice than its com(etitors. But the (rice is a))or3a&le &y most o) the (eo(le. Unilever Ban'la3esh has outsource3 its 3istri&ution channels to thir3 (arty 3istri&utors %hich allo% them to 3istri&ute LU1 in massive &ul s amountin' to aroun3 ten million (ieces. 5t un3erta es the lar'est (romotional activities in the &eauty soa( in3ustry.

.he &eauty soa( in3ustry has a )e% maJor (ro3ucers o) %hich Unilever hol3s mar et share o) sli'htly less than :*H. @ther com(etin' &ran3s li e .i&et, Aromatic an3 ;eya have starte3 to have a stron' consumer &ase, &ut LU1.Gs (ro3uct )eatures 3istri&ution an3 (romotional activities have create3 hi'h &ran3 loyalty )or %hich it is still the mar et lea3er. Unilever, %ith the ai3 o) its heavy (romotional activities, has &een a&le to (enetrate the mar et. But the other (ro3ucers in the in3ustry are (osin' a threat to%ar3s UnileverGs mar et share as they have move3 to%ar3s the rural masses o) the (o(ulation. .here)ore, Unilever Ban'la3esh shoul3 un3erta e )urther ste(s such as movin' to%ar3s the rural an3Kor (oorer se'ment; attract chil3ren +&y ma in' a s(ecial (ro3uct )or (romotional activities to retain its comman3 in the in3ustry. i7 i3s, an3 other innovative

ANALYZING THE MARKET O LUX INTRO1U:TION

Unilever is one o) the %orl3Gs lar'est an3 lea3in' multinational com(anies; Unilever commence3 their &usiness activities on a lar'er scale &y settin' u( their )irst )actory in 9etherlan3s, in the year o) "=C#. @(eratin' in Ban'la3esh )or over the last )our 3eca3es the com(any is tryin' to si'ni)icantly contri&ute to%ar3s the au'mentation o) the stan3ar3 o) livin' &y &rin'in' %orl3 class hi'h quality (ro3ucts at the 3oor ste( o) their customers. .he usa'e o) Unilever (ro3ucts &y over F*H o) the (eo(le in Ban'la3esh stan3s a testimony to their success)ul o(eration. . .heir array o) (ro3ucts sho% that they (ro3uce househol3 care, )a&ric cleanin', s in cleansin', s in care, oral care, hair care, (ersonal 'roomin', an3 tea &ase3 &evera'e (ro3ucts un3er %orl3%i3e )amous &ran3 names $heel, LU1, Li)e&uoy, Eair L Lovely, Aon3Gs, Close U(, , Li(ton, Li(ton .aa0a, Ae(so3ent, Sur) EIcel, an3 ReIona. .his re(ort is an outcome o) an analysis o) mar etin' strate'ies use3 &y Unilever Ban'la3esh Lt3. .he main (ur(ose o) the re(ort is to )in3 %hat strate'ies the com(any uses to mar et its %orl3 )amous &eauty soa(, LU1, in Ban'la3esh; the (ositive an3 ne'ative as(ects o) those strate'ies. .he re(ort )urther analy0es the (osition o) Unilever Ban'la3esh Lt3. in the toiletry in3ustry in com(arison to its com(etitors. .he re(ort 3iscusses the (rocess o) usin' mar et se'mentation, tar'et mar etin', the (ro3uct, (ricin', (romotional an3 3istri&ution strate'ies an3 a com(etitive analysis.

!ro#'*t :ategory) Market $eg%entation) Target Marketing an# !o&itioning

.his cha(ter 3escri&es the cate'ory o) the selecte3 (ro3uct. .he cha(ter is or'ani0e3 into )our sections. Section " states un3er %hich cate'ory the (ro3uct )alls. Section # 3escri&es ho% Unilever Ban'la3esh Lt3. 3i))erentiates the (o(ulation an3 cate'ori0es them into 3i))erent se'ments. Section - analy0es %hich se'ment the com(any tar'ets an3 %hy they tar'et that s(eci)ic se'ment. Einally section 8 3escri&es the (rocess throu'h %hich the com(any tries to ca(ture a (lace in the &uyers min3 i.e. the (ro3uct (ositionin' metho3. .

, !ro#'*t :ategory<
LU1 )alls un3er the cate'ory o) toiletry (ro3uct as a &eauty soa(.

Market $eg%entation<
.he com(any claims that LU1 is the hi'hest sellin' &eauty soa( in Ban'la3esh. Moreover some survey re(orts also reveal the same result. .hou'h LU1 is the hi'hest sellin' &eauty soa( in Ban'la3esh, it 3oes not 'o )or tra3itional mass mar etin'. Moreover as a &eauty soa( LU1 3oes not even se'ment its mar et accor3in' to 'en3er.

ig're ,=. sho% that Unilever Ban'la3esh Lt3. se'ments their mar et accor3in' to 'eo'ra(hical areas. .he (o(ulation o) the country is se'mente3 into three (arts %hich are ur&an, su& ur&an an3 rural area consumers.

6 .he com(any )urther 3i))erentiate the 'eo'ra(hical se'ments accor3in' to Socio Economic Cluster +SEC, i.e. e3ucation an3 5ncome. .he Ta/le ,=. overlea) sho%s the Socio Economic Clusters the com(any uses. .he SEC 3ivi3es the (o(ulation in )ive se'ments startin' )rom A to E, %here A cate'ori0es the hi'hly e3ucate3 an3 hi'h income earners hol3ers, an3 sequentially in 3escen3in' or3er E cate'ori0es the o((osite.

Target Market<
ig're ,=. sho%s that ur&an an3 su& ur&an mi33le class, an3 rural (oor (eo(le are the lar'est (art o) Ban'la3esh (o(ulation. A research carrie3 out &y Unilever Ban'la3esh reveals that ur&an rich (eo(le are more li ely to &uy im(orte3 an3 eI(ensive (ro3ucts. Moreover rural (oor (eo(le ten3 to &uy chea( (ro3ucts even %ithout evaluatin' its quality. Ho%ever ur&an an3 su& ur&an u((er mi33le an3 mi33le class (eo(le ten3 to &uy a))or3a&le an3 quality (ro3ucts. LU1 is not a hi'hly eI(ensive &ut an a))or3a&le (ro3uct. .hat is %hy the com(any tar'ets ur&an an3 su& ur&an u((er mi33le an3 mi33le class (eo(le %ho are the secon3 hi'hest (o(ulation o) se'ment o) the country. Erom the se'mentation o) customer accor3in' to SEC they tar'et cate'ory A, B an3 C, &ecause they are assume3 to &e )inancially %ell6o)) an3 can a))or3 to &uy LU1.

!ro#'*t !o&itioning<
Unilever Ban'la3esh Lt3 o&taine3 a 'oo3 (osition in the &uyersG min3 throu'h &etter (ro3uct attri&utes, (rice an3 quality, o))erin' the (ro3uct in a 3i))erent %ay than the com(etitors 3o. .he com(any o))ers im(rove3 quality o) (ro3ucts in the in3ustry at an a))or3a&le (rice %ith hi'h &ran3in', %hich ultimately hel(s to (osition the (ro3uct in the &uyersG min3 as the &est quality &eauty soa(. .he mar et share o) the com(any in the &eauty soa( in3ustry is some%here aroun3 8-H.Since in the &eauty soa( in3ustry all (ro3ucts are o) same (rice Unilever cannot (rovi3e its consumers %ith &etter (rice &ut it is in a 'reat (osition in re)erence %ith its (ac a'in', )ra'rances an3 (ro3uct 3esi'nin'.

A (ositionin' ma( o) the com(any is sho%n ig're ,=, to 3escri&e LU1Gs (osition in the consumers min3 on t%o 3imensions, (rice an3 quality. ig're ,=, has &een 3ra%n %ith in)ormation 'athere3 &y con3uctin' a consumer survey. 5t states that thou'h in com(arison to its com(etitors the (ricin' o) LU1 is same &ut consumers

rate it as the (ro3uct %hich 'ives them the hi'hest quality. .his (ositionin' create3 a stron' customer loyalty )or LU1, )or %hich it the mar et lea3er in the in3ustry.

U$ING THE TA:TI:AL MARKETING TOOL$

.his cha(ter 3escri&es the %ay Unilever Ban'la3esh Lt3. use the tactical mar etin' tools )or mar etin' LU1 in Ban'la3esh. .he cha(ter com(rises o) )our sections. Section -." 3iscusses the (ro3uct attri&utes o) LU1. Section -.# visuali0es the (rice o) LU1 accor3in' to 3i))erent si0e. Section -.- conce(tuali0es the 3istri&ution channel o) Unilever Ban'la3esh Lt3. .his section inclu3es a ta&le that sho%s the location o) the com(anyGs %arehouses all aroun3 the country. Einally section -.8 3iscusses the (romotional activities that the com(any un3erta es )or LU1.

4 !ro#'*t<
LU1 is an internationally reno%ne3 &eauty soa( &ran3 o) Unilever. .hou'h manu)acture3 in Ban'la3esh )or the local mar et &y Unilever Ban'la3esh Lt3, as an international &ran3, it maintains an international quality )or the (ro3uct. Eormula 'iven &y Research an3 !evelo(ment 3e(artments in )orei'n countries, LU1 is (ro3uce3 in Ban'la3esh )rom im(orte3 ra% materials li e so3ium soa(, 'lycerol an3 3i))erent eItracts accor3in' to )lavors, comin' )rom Unilever (lants situate3 a&roa3. LU1 is o))ere3 in Ban'la3esh in siI 3i))erent )lavors %hich areM LU1 Ener'i0in' Honey, LU1 Bol3en Blo%, LU1 9ature Aure, LU1 @rchi3 .ouch, LU1 Almon3 !eli'ht an3 LU1 Aqua S(ar le. .a in' into account the convenience o) its customers, the com(any manu)actures all )lavors o) LU1 in three 3i))erent si0es, 8*'m, =*'m an3 "#*'m.

!ri*e<
.hou'h Unilever Ban'la3esh 'ives its LU1 customers a lot in terms o) the (ro3uct itsel), it cannot (rovi3e a &etter (ricin'. .his is 3ue to some constraints in the &eauty soa( in3ustry. Beauty soa( is a (ro3uct %ith a vulnera&le 3eman3 in Ban'la3esh. A chan'e in (rice has a hi'h ris o) creatin' (rice %ar amon' the rivals %hich %ill eventually cause a loss o) (ro)it. 5ts (rices are almost equal to its com(etitor. Ta/le 6=. com(ares LU1Gs (rice %ith its maJor

com(etitor. Com(any carries out research on com(etitorsG (rice an3 &ran3 loyalty %hen it )eels eItreme necessity o) chan'in' (rice. .he &ran3 loyalty test is an eI(loratory research %hich is no%n as Bran3 Health Chec 6U( +BHCU,.

> !la*e<
Unilever Ban'la3esh Lt3. has a hu'e 3istri&ution channel )or LU1 all over the country as its sales reach more than "* million (ieces a year. .he com(any has siI hu'e %arehouses, one in each 3ivision o) Ban'la3esh, %here the (ro3uct 'oes a)ter they are manu)acture3 at ;alur'hat )actory.

Ta/le 6=, sho%s the location o) its siI %arehouses in Ban'la3esh. .he com(any 3oes not use its o%n )leet o) trans(ort )or 3istri&utin' its (ro3uct. Ho%ever, it has outsource3 its 3istri&ution (rocess to various thir3 (arty 3istri&utors, eIclusively 3e3icate3 to Unilever

Ban'la3esh Lt3. .hese 3istri&utors then su((ly the (ro3uct all over Ban'la3esh to a hu'e num&er o) retailers. Even thou'h LU1 tar'ets the ur&an an3 su& ur&an mi33le an3 u((er mi33le class (eo(le they are 3istri&utin' their (ro3ucts all over Ban'la3esh &ecause o) a recent increase in 3eman3 o) its (ro3uct to all se'ments o) the (o(ulation.

!ro%otion<
Unilever Ban'la3esh un3erta es hu'e (romotional activities to (romote LU1 %hich has to((e3 the &eauty soa( in3ustry o) Ban'la3esh. 5t s(en3s almost #*H to #:H o) its 9et Arocee3s )rom Sales +9AC, o) LU1 )or (romotional activities )or LU1. 5tGs certain annual (romotional cam(ai'ns li e LU1 Channel I Su(erstar an3 LU1 Channel I Annual Cinema A%ar3s has ma3e the (ro3uct a (art o) the 'lamour %orl3. Since the "F-*s, over 8** o) the %orl3Gs most stunnin' an3 sensuous %omen have &een (rou3ly associate3 %ith LuI a3vertisements. .hey 3o not only (romote LU1 in Ban'la3esh )or the &eauty conscious )emales, it also (romotes the &ran3 )or males an3 the com(any (rove3 that, &y inclu3in' %orl3 )amous male cele&rity Shahru h ;han )or their a3vertisin' cam(ai'n.

? Unilever Ban'la3esh Lt3 s(en3s a hu'e amount o) money )or (romotin' LU1 throu'h .> commercials, ne%s(a(er a3vertisements an3 &ill&oar3s. Moreover it also un3erta es small (romotional cam(ai'ns at 3i))erent schools, colle'es, universities an3 recreational (ar s %ith %inners o) its Donal Beauty Contests.

ANALYZING THE MARKET OR LUX

Eor &etter com(rehension o) Unilever Ban'la3esh, its mar etin' strate'y, (ro3uct quality, (ositionin' an3 (lacement, %e (resent here a com(arative analysis o) its com(etitors. .his (art o) the re(ort illustrates the mar et share o) 3i))erent com(anies in the &eauty soa( in3ustry.

Market $hare<

.he &eauty soa( in3ustry in Ban'la3esh consists o) only seven maJor (ro3ucers. Unilever Ban'la3esh Lt3 is o(eratin' in the in3ustry %ith its %orl3 )amous &ran3 LU1. @ut o) these 'iant com(anies Unilever Ban'la3esh Lt3 is the mar et lea3er %ith a share o) aroun3 8-H.

9 ig're 3=. sho%s the mar et share o) all the com(anies in the sector. Unilever Ban'la3esh Lt3 is lea3in' the mar et. .he other com(etitors are very com(etitive amon' themselves &ut they cannot (ut a intense com(etition %ith Unilever Ban'la3esh Lt3, as they have mar et share much less than Unilever Ban'la3esh Lt3.

Ta/le 3=. overlea) sho%s a 3etaile3 3escri(tion o) the maJor com(etitors in the mar et, their o(eratin' &ran3, estimate3 annual sales revenue an3 mar et share. @ther com(anies in the in3ustry are not as &i' as Unilever Ban'la3esh Lt3 &ut they are (osin' threat to the com(any &y a ten3ency o) a 'ra3ual increase in their mar et share. ;ohinoor Chemicals %hich is o(eratin' %ith the &ran3 name .i&et is an eItremely )amous &ran3 to the rural se'ment o) the (o(ulation an3 (ossess a si'ni)icant share in that se'ment %hich is the lar'est (o(ulation 'rou( in Ban'la3esh. Moreover ;eya Cosmetics Lt3 o(eratin' %ith the &ran3 name ;eya an3 Mar s L Allys Lt3 o(eratin' %ith the &ran3 name Aromatic are also u(risin' &ran3s to &oth the rural an3 su& ur&an se'ment o) the (o(ulation. Moreover a recent ta eover o) Aromatic &y multinational consumer (ro3uct 'iant MAR5C@ %ho o(erates %ith )amous &ran3s in other in3ustries li e Aarachute Coconut @il is (osin' to &e a threat to Unilever Ban'la3eshGs mar et share.

@ $5OT ANALY$I$ O LUX

.he 'oal o) S$@. analysis is to match the com(any stren'ths to attractive o((ortunities in the environment, %hile eliminatin' or overcomin' the %ea nesses an3 minimi0in' the threats.

Strength High brand value, highest popularity consumers Opportunities Huge resources, popularity & strong distribution channels

Weaknesses Rural marketing missing,

among cost efficiency Threats Other competitors who also aiming to provide similar products

$hile stu3yin' an3 collectin' in)ormationGs a&out Unilever Ban'la3eshGs LU1 &eauty soa( %e )oun3 that there are s(eci)ic reasons %e can 3escri&e &ehin3 this S$@. analysis. Eirstly, it is clear that LU1 have a nation%i3e &ran3 value as it is su((lyin' 3aily toiletry (ro3ucts to us )or last )our 3eca3es. Besi3es, &ecause o) its lon' time (romotion an3 a3vertisin' F out o) "* (eo(le o) our country is %ell a%are o) LU1 soa(s. .hese )acts truly stren'then the (osition o) LU1 in the mar et (lace. Secon3ly, thou'h LU1 has a stron' 3istri&ution channel &ut they are missin' the rural consumers %here other soa( &ran3s li e ;eya an3 .i&et success)ully mar etin' their (ro3ucts to rural consumers o) our country. A'ain, %hen LU1 is %illin' to (rovi3e international quality it seems im(ossi&le to al%ays ee( the cost o) (ro3uction lo%er than other com(etitors. .hese are the visi&le %ea nesses o) LuI. .hir3ly, as )or o((ortunities Unilever Ban'la3esh 3o have hu'e amount o) resources an3 stron' 3istri&ution net%or in' that can &e use3 as o((ortunities. Lastly, Unilever Ban'la3eshGs LU1 has to com(ete %ith other local or international com(etitors %ho are also %illin' to (rovi3e similar (ro3ucts %ith ever6im(rovin' quality. .hey can create threats as they also %ant to &ecome mar et lea3ers occu(yin' as much share as they can cover.

.:ON:LU$ION$ AN1 RE:OMMEN1ATION

5n conclusion, as an international LU1 has 'aine3 (o(ularity aroun3 the %orl3 as %ell as in Ban'la3esh. .he involvement o) 5nternational stars ma3e &ran3 success)ul. Erom the arrival o) LU1 in Ban'la3esh it has earne3 hi'hest success %hich coul3 have ever earne3. 5ts &ran3 value other &ene)its has ma3e this &ran3 one o) the hi'hest 'rossin' &ran3 o) Ban'la3esh. All most every tar'ete3 customer ha3 the eI(erience o) usin' this &ran3. 5ts a))or3a&ility ma3e it the most relia&le &eauty soa( in Ban'la3esh. 5n this cha(ter the team %oul3 su''est some recommen3ations to Unilever Ban'la3esh Lt3. to a3o(t more success)ul o(eration in Ban'la3esh. 5, Since a hu'e (ortion o) the rural (oor (eo(le is 3eman3in' LU1 in recent 3ays, Unilever Ban'la3esh Lt3 shoul3 eI(an3 their tar'et mar et also to%ar3s the rural (eo(le. .hey shoul3 also con3uct 3i))erent (romotional activities in rural )airs an3 socially res(onsi&le (romotional activities to attract rural consumers an3 social a%areness .Because LU1 has 3i))erent s in ty(e soa( so no% i) they (rovi3e 3i))erent ty(es o) &eauty soa(s )or male an3 )emale soa( un3er the same &ran3 name i.e. LU1 it mi'ht increase their sales. 55, 555, LU1 can intro3uce LU1 HERBAL. 5t can &e their (ro)ita&le one. Her&al version can 'ra& i3s mar et or s in conscious (eo(leGs mar et. Lastly, as Ban'la3eshi culture chil3ren have a hu'e say in sho((in' so they shoul3 also (romote the (ro3uct to chil3ren li e their another &ran3 /!ove2. .hese are the recommen3ations su''este3 &y team mem&ers to Unilever Ban'la3esh Lt3. to a3o(t )or a more success)ul o(eration in Ban'la3esh %ith lar'e mar et share.

. +I+LIOGRA!HY

". %%%.unilever.com #. htt(MKK%%%.unileverea.comKour&ran3sK(ersonalcareKluI.as( -. htt(MKK%%%.unilever.co.u Kour&ran3sK(ersonalcareKluI.as( 8. Re(ort on /:o%"etition $*enario in +angla#e&h2, (a'e "=, (re(are3 &y Enter(rise 5nstitute, <uly #**:., :.htt(MKK%%%.') .&eKAro3uctsAn3ServicesKConsumer!ia'nostic.oolsKS(ecialAnalysesKBran3 HealthChec U( 6. htt(MKKla3yto&a&y.comKsho%.(h(NitemO":: Ban'la3esh

IN1EX
A Analy0in' the Mar et, *C + Beauty Contests, *C Bran3in', *1 !istri&ution Channel, iv E EIecutive Summary, iv M Mar et Se'mentation, *# Mar et Share, *C Mar etin' Strate'ies, *#

N 9et Arocee3s )rom Sales +9AC,, *6 O @((ortunities, *F ! Aromotional Activities, iv Aro3uct Cate'ory, *# Aro3uct Aositionin', *Aac a'in', *R Research an3 !evelo(ment !e(artment, *: $ S$@. Analysis, *F Stren'ths, *F T .ar'et Mar etin', *8 .actical Mar etin' .ools, *: .hreats, *F 5 $ea nesses, *F Z Donal Beauty Contests, *C