Executive Summary

The report has been arranged in a simple frame. At first, a brief orientation of the company has been discussed through highlighting the major aspects of the Uniliver Bangladesh Limited. Then, the strategic analysis, structure of the company has been shown. After that the SWOT analysis, environment analysis and marketing mix has been discussed. Finally the conclusions and recommendations are drawn from the detail study on the issue. The company wants to launch a new type Product in the market. In this marketing plan our concerning product is tooth whitening system. WhiteLight is a revolutionary new system that incorporates light technology to whiten our tooth fast. Light treatment is the latest whitening technique used by dentists. The unique, patent pending WhiteLight is designed to be used at home and is extremely easy to use. The advanced light combined with the specially formulated gel, rapidly removes surface stains and penetrates deep to remove embedded stains. Works great on stains caused by coffee, tea, smoking, red wine, fruit juice, cola, aging and more.

After analyzing the market demand they have seen that there is a demand in the market for this kind of product. And after SWOT analysis company have seen that the company has a great opportunity to enter in this business. Otherwise, there are a few risk involved this business. The product will be a very new product in our country and there is chance of rejection by the market. The competition will also high. And if we succeed any large company can easily enter this market. Considering all the possible threats we can suggest the company that it will be profitable to enter this business because there are some positive sides of the product and the company is also strong. After estimating the cost and sales we can say that it will be profitable. So the higher authority should consider this marketing plan.

Background of the study

1.1. Origin of the report This report originates to fulfill the requirement of studying Marketing Management, which is the course of MBA Program of Stamford University Bangladesh. The topic of the report is Marketing Plan. 1.2. Scope of the report This paper includes marketing mix, SWOT analysis and competitive analysis of the company. 1.3. Purpose The purpose of the report is to develop our skills in marketing activities and to elaborate our knowledge. 1.4. Limitations The study suffered a number of limitations: 1. 2. 3. 4. 5. Lack of the part of experience of the researchers. Unconfirmed accuracy of certain information acquired. Lack of information from the primary source. The comparisons may not be effective enough. Lack of time for preparing the report.

1.5. METHODOLOGY To prepare the report, supportive information is gathered from the following sources: 1.5.1 PRIMARY SOURCES: Primary sources mostly include company records and interviews with the Marketing Executive. 1.5.2 SECONDARY SOURCES: The secondary sources include: Annual Reports of Uniliver Bangladesh Ltd.. Website of the observed company. Differents Marketing Repots of the said organization and practical knowledge.

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 cleanliness and hygiene in Victorian England. Mainly from this time first idea to establish 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 drudgery 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% share 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 products and for each of those categories they have successfully established many brands. Unilever Bangladesh Ltd produces pure consumer goods. Some its brands are produced locally in Bangladesh and some are imported from other regional factory of Unilever, like Thailand, China, and UK etc. In Bangladesh the company has a Soap Manufacturing factory and a Personal Products Factory located in Chittagong. Besides these, there is a tea packaging operation in Chittagong and three manufacturing units in Dhaka, which are owned and run by third parties exclusively dedicated to Unilever Bangladesh.

2.3 Mission: Unilever's mission is to add Vitality to life. We meet everyday needs for nutrition, hygiene and personal care with brands that help people look good, feel good and get more out of life.

2.4 Vision: The four pillars of our vision set out the long term direction for the company where 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 services 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 difference 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.

2.5 Objective: Objective means the goals that the business must achieve in order to meet its wider 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

Environment Analysis
Following are the different factors of environment including PEST analysisPolitical environment: The government is also attentive about the industry sector and encourages and helps to establish new businesses. Specifically, political factors include areas such as tax policy, labour law, environmental law, trade restrictions, tariffs, and political stability. Economy: Bangladesh is a developing country. though the economic condition of this country is not so good, The economy is turning from agricultural sector to and industry sectors. So the future of any industry like this type of consumer goods in this country is very bright. Socio-cultural: From the socio-cultural point of view, there is no barrier for this product. Now-a-days people are more careful about their health and this product has good acceptance in Bangladesh. But many people are unaware about its uses. They are not well informed about this product. Technology: The technological environment of Bangladesh is not developed. So, new and advanced technology and machinery have to be imported from the abroad to produce qualified product. Customers: Bangladesh is an over populated country. It has a large amount of population. So there is vast market for this consumers goods industry. But some people are disinterested about the product. So the people have also some negative ideas about the product.

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 distributor 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.

MARKETING STRATEGY Unilever Bangladesh Ltd will decide to market white-light all over the country. Customers will be communicated through advertisements such as TV ads, newspaper ads, internet and other media such as radio. Mission: To provide highest-quality chips. Objectives: Marketing objectives: To maintain positive, steady growth each month. To increase new customers . To attract current customers. Generate brand equity in the market so that in future no company can take the market by producing same product. Create loyal customers.

Financial Objectives: Gain new sets of customers within 4 months that worth for Tk. 50,00,000 In the year-end TK. 1,00,00,000

Target Customer
The target markets for our new product WhiteLight Tooth whitening system will beSimply those people who have tooth. Mainly the urban area people, we will focus on the big cities of our country. People who want safe tooth whitener in an easy way. People who are not interested go to dentist for tooth whitening but feel comfortable spending money on tooth whitener. Though our product is totally new in Bangladesh not so much people are aware about the product therefore primarily we are focusing urban area people of some big cities; so single segment concentration is our selective pattern of target market selection for this product. Segmentation process: In our marketing plan as we are producing same product to all consume, which refers to mass marketing means no segmentation by demographic, geographic, behavioral etc.

Positioning Strategy
Unilever always try to position their product through image differentiation, because related marketing, and product differentiation. Unilever will use logo and short advertisement so that people can consistently see the advertisement so the product will occupy a clear, distinctive, and desirable place in the mind of the consumer relative to competitors product. Unilever will use USP (Unique Selling Proposition) for their product. To do brand differences that make a better differentiation or that has the potential to create company costs as well as customer benefits. A difference is worth establishing to the extent that it satisfies the following criteria.

Important Distinctive Superior Communicable Affordable and Profitable

We know that Unilever is a big brand. Even their market share is high though it is potential company in Bangladesh. Thats why, The main positioning strategy is developing or reinforcing a particular image for the brand in the mind of the customer. The main approach to positioning strategy is: - The price-quality approach. Price quality approach: Unilever attempts to offer more in term of service, feature, quality, or performance. They charge higher prices partly to cover the cost and partly to communicate the fact that they are of high quality. In fact in the same product category there are brands, through comparable in qualities, which appeal on the basis of price.

4Ps Strategy

The marketing mix is a business tool used in marketing products. The marketing mix is often crucial when determining a product or brand's unique selling point, and is often synonymous with the 'four Ps': 'price', 'product', 'promotion', and 'place'.

Product:
A product can be defined as anything that can be offered to a market for attention, actuation, use or consumption that might satisfy want or need. In this marketing plan our concerning product is tooth whitening system. WhiteLight is a revolutionary new system that incorporates light technology to whiten our tooth fast. Light treatment is the latest whitening technique used by dentists. The unique, patent pending WhiteLight is designed to be used at home and is extremely easy to use. The advanced light combined with the specially formulated gel, rapidly removes surface stains and penetrates deep to remove embedded stains. Works great on stains caused by coffee, tea, smoking, red wine, fruit juice, cola, aging and more. WhiteLight tooth whitening system will basically be a shopping product that people will buy less frequently at higher price and fewer purchase locations. Features: Whitens in just 10 minutes! Simple to use. Easy to maintain.

Packaging: Packaging involves designing and producing the container or wrapper for a product. Traditionally the function of packaging is to hold and protect the product. But in recent days it is recognized that packaging perform many sales task from attracting 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 the WhiteLight - Tooth Whitening System independently. It will be packaged individually. Each package contents:

1 x White Light Tooth Whitening System 2 x tooth whitening gel 1 x tooth silicone set 2 x Lithium CR2025 Batteries 1 x "Secrets To A Beautiful Smile"-manual

Note: There are two different color gels but both are the same. Packaging of WhiteLight - Tooth Whitening System will be done in such a way so that we can draw the attention of people. The packaging will be done in such a way so it will be differentiated from other type of products and can deliver the message very clearly. It will identify the brand and also convey some descriptive and persuasive information about the product. Initially we will do packaging in the upper mentioned manners, but depending on the positive response in future we will plan to do packaging in other way, like We will try to offer the parts like formulated gel or whitener machine etc. individually.

Product Development: Initially now we are offering very basic facilities through our product but after several years we are planning to develop our product in following sectors Different flavored formulated gel Rechargeable whitening machine though its now powered by battery

SWOT Analysis of the product:

Strenghts Strong Brand Image eServices and technology Faster tooth whitener Easy to carry

Weaknesses High Prices Fewer purchase location

Opportunities Differnt color gel Different flavore gel

Threats Competitors can produce Serving at lower price Price of raw materials can go up

Pricing Strategy
Price setting: Price is the amounts of money customers have to pay to obtain the product. Generally in setting price companies follow the following steps:

Select the price objective

Determine demand

Estimate costs

Analyze competitor price mix

Select pricing method

Select final price As WhiteLight 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 this product and actually price will not be an important matter to them. But also as most of our country people are price sensitive so we will try to keep lower and reasonable price.

 Total costs will depend on the price of the ingredients, cost of producing the product, costs of packaging, costs of promotion activities and the companys fixed costs. In Bangladesh no other company is selling this kind of tooth whitener, so we have no local competitors. After estimating costs we will add mark up value to get minimum profit. Then we will set the final price. For the premium package we will add less mark-up, as the gel and whitening machine will be packaged together.

Pricing Method: As we mentioned that we will add mark-up value to determine the price by using mark-up method so our aim will be to keep the price in between Tk.1500 to Tk2000. But the exact amount will be set based on the upper mentioned factors. Pricing Strategy: Considering WhiteLight as a new product in our country and this is already popular in other countries we will use Market Skimming pricing strategy. We hope that buyer willing to pay our settled price.

Distribution or Location(Place) Strategy

Distribution Process: Unilever is doing this job quite efficiently for its existing products. For WhiteLight - Tooth Whitening System, 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 market of this product in other divisions. The distribution process of WhiteLight - Tooth Whitening System will be same as the companys other products, which is as following-

Consumers

The final consumers

Retailers

The retail stores

Wholesalers

Own distributors

Manufacturer

Unilever itself

Manufacturer: We will produce this new product by our own and we will also make the formulated gel, whitening machine of the dental floss by our own.

Wholesaler: Unilever has its own distributors who will buy the wholesale amount and sell these to the retailers.

Retailers: Retailers will buy the products from distributors and sell these to the final consumers.

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 Unilevers exceptionally good channel of distribution.

Level of Distribution Channel: As Unilever have their own distributors who are working as wholesaler, and they are sell the product to the retailers from them consumer buy the product. Therefore, we can say two level of distribution channel is followed by the Unilever.

Promotional Tools

Promotion means activities that communicate the merits of the products and persuade 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 to introduce and create awareness about our WhiteLight to the people. Advertising: TV advertising : For this product we will provide the information in such a way that will include that, Using whiting toothpaste is not always effective for everyone and visiting to dentist for whiting is uncomfortable for some people and it takes a long time. But as our WhiteLight Tooth whitener is very small and light product and easy to use for any one at home, it will be able to whiten our teeth quickly and safely and as the gel is of meant flavor, so it will also help us to have fresh breadth. So, we should use this Tooth whitener. In these advertisements we will use either people or animation or both of them together. It will be decided according to the costs. Testimonial advertising: It refers to use influential or believable people in advertising. In this case we will deal with dentists, as they are most believable to the people in case of the matters of teeth. We will make a deal with them and they will suggest people to use our Tooth whitener. We will also give free samples to the dentists, so that they can use it to their patients and they will also suggest our WhiteLight Tooth whitener in the prescriptions of their patients. Sales promotion: We will give free samples in dental clinic, educational institutions like dental college, hospital and also in super stores. The quality of those free samples will be smaller than the original one.

Depending on the costs and future positive response we will plan to make more varieties of advertisements and will give attractive sales promotion to grab and retain more customers.

Communication Budget Medium Television Newspaper Outdoor Radio Sponsoring & event organizing Additional Campaign Cost Grand Total Cost in TK 5,233,000 2,630,000 4,870,000 2,021,000 5,830,000 2,260,000 22,844,000 % of Total Cost 22.90% 11.53% 21.32% 8.84% 25.52% 9.89% 100%

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 automatically come to press attention public gets to know about their product. For our new product WhiteLight we will try to do the following activities: We will arrange press conferences and will try to have renowned dentists in those programs, so that the information and messages seems trustworthy to the people. We will try to arrange seminars in schools, colleges, universities and medical colleges about the usefulness and benefits of using WhiteLight. We think it will bring more positive response because now a day young people are much

more concern about their look. In these seminars we will give free samples.

Strategy Implementation and Controlling

Strategy Implementation Unilever Bangladesh Ltd has a very well-structured organization. Every department of it does its job very efficiently. The marketing plan which we have made will be implemented and accomplished by different departments. First of all the plan will have to be approved by the top level executives. Only after the approval it can start its function. The strategies regarding the product, its promotional activities, price setting all will be done by the marketing department. The job of designing the product, manufacturing and packaging will be accomplished by the production department. Finance department will be responsible for budgeting and financing the product. Like other brands of the company, a brand manager will be assigned for WhiteLight - Tooth Whitening System to administer overall activities of the product. Controlling: The job of monitoring performance comes after implementing the plan. It is important to monitor whether the job is being performed as it is planned. If not then corrective methods must be taken. Difficulties and Risks: Problems generating a sufficient customer base. General public may not demand the product.

Worst Case Scenario: Determining that the business cannot support itself on an ongoing basis. Having to liquidate equipment to cover liabilities.

Budgeting
This section will offer a financial overview of WhiteLight Tooth whitener as it relates to the marketing activities. The tooth whitener will address break-even analysis, sales forecasts, expense forecasts, and how they link to the marketing strategy. Break even analysis: Here we have tried to analyze several price figures to determine the price that best suits our product and the company. Break-even volume = fixed cost/ (price-variable cost) = 800000/ (1800-1200) = 3000 units Price Break-even volume 6000 3000 2250 Expected sales units 20,000 18000 13000 Total revenue Total cost Profit

Tk.1500 Tk.1800 Tk.2000

30000000 32400000 26000000

24800000 22400000 16400000

5200000 10000000 9600000

Assumptions: Fixed cost = Tk.800000 Variable cost = Tk.1200 per unit Per unit cost = Tk.1350 From here we see that, if we set the price at tk.2000, the monthly break even volume is only 2250 units. But at tk.1800 the break even volume is 3000 units which is a bit high but we are having highest profit 10000000tk. So we have decided to go for tk.1800 per unit where the

company will be able to gain 37.5 percent profit per unit. The break even analysis is shown in the figure:

Sales forecast: WhiteLight feels that the sales forecast is conservative. It will steadily increase sales as the advertising budget allows. As this WhiteLight will be available in both pharmaceutical stores and super markets, so in the following table we can see its sales forecast:

Sales pharmaceutical stores Super markets Total sales

2012 Tk520000

2013 Tk.857800

2014 Tk.1052000

2015 Tk.756050

2016 Tk.912500

Tk.310000 Tk.830000

Tk.502500 Tk.1360300

Tk.770000 Tk.1822000

Tk.592000 Tk.1348050

Tk.798520 Tk.1711020

Direct cost of sales pharmaceutical stores Super markets Total Cost of sales

2012

2013

2014

2015

2016

Tk.410000

Tk.786500

Tk.887300

Tk.689200

Tk.850200

Tk.260000 Tk.670000

Tk.492200 Tk.1278700

Tk.716100 Tk.1603400

Tk.516050 Tk.1205250

Tk.706300 Tk.1556500

At the beginning, WhiteLight will have slow sales as it will be launched first time in the market. In the next year hopefully this product will have increased sales. When the sale of the product starts to decline, proper promotional activities will be undertaken to push up the sales.

1200000 1000000 800000 Pharmaceutical Store 600000 400000 200000 0 2012 2013 2014 2015 2016 Super Market

Graph: Sales forecast of WhiteLight Tooth whitener

Marketing Expense Budget: The expense forecast will be used as a tool to keep the department on target and provide indicators when corrections and modifications are needed for the proper implementation of the marketing task. The marketing expense is high in the beginning of the product. As the product goes towards its maturity level, the expense starts to settle down a bit. Then again after the maturity stage the marketing expense needs to increase as promotional activities are increased for larger sale. Marketing expense budget 2012 2013 2014 2015 2016

Advertisements(newspaper & TV) 220000 186500 173200 158400 187900 Campaign Cost Sponsoring & event organizing Sales promotion Total sales & marketing expense Percent of sales 50000 30000 120000 35000 50000 90500 21200 41200 86520 10200 32250 53600 28700 61200 62510

420000 362000 322120 254450 340310 50.6% 26.61% 17.67% 18.87% 21.86%

Sales vs. Expense:

2000000 1800000 1600000 1400000 1200000 1000000 800000 600000 400000 200000 0 2012 2013 2014 2015 2016 Sales Expence

Graph: Sales vs. Expense of WhiteLight Tooth whitener

Evaluation

Marketing plan includes different kinds of budget and managerial assignment for every action program. It describes how to implement marketing plan. For control purposes, the plan also allows for quarterly comparison of actual versus projected sales and expenses. If we can not do this comparison among the plan then we never go to the competition. For our better performance we need comparison between actual and projected sales and expenses. If there find out any gap in plan and output, we have to take corrective actions. Not only that, if there is any problem arise in production, marketing process, or any other areas, we have to take necessary steps to overcome that. Finally, the management will monitor the total environment, progress, and gap and will take the corrective actions if necessary. The company always has to maintain the TQM (Total Quality Management).

CONCLUSION

We have learned many things after preparing our report. In the above we discuss the strengths of our company that will help in future because without strengths a company cannot exit. Our company solves its weakness and overcomes its threats. Our company adds features in its product which has some exclusive characteristics that will help us to acquire position in the minds of the customers. Our products contain such advantage or features that will achieve its customer satisfaction.