Unilever Limited Dove Shampoo 546n8

BACKGROUND Unilever is an Anglo-Dutch company, with a history of colonial exploitation, on which it has gradually built its capital. Today it owns most of the world's consumer product brands in food, beverages, cleaning agents and personal care products. Unilever employs more than 247,000people and had worldwide revenue of €48760 million in 2002. Unilever has two parent companies: Unilever NV in Rotterdam, Netherlands, and Unilever PLC in London, United Kingdom. This arrangement is similar to that of Reed Elsevier and that of Royal Dutch Shell prior to their unified structure. Both Unilever companies have the same directors and effectively operate as a single business. The current non-executive Chairman of UnileverN.V. and PLC is Antony Burgmans, while Patrick Cescau is Group Chief Executive. Unilever's major competitors include Nestlé and Procter & Gamble.

Unilever Bangladesh Ltd Unilever Bangladesh Ltd is one of the world’s most successful fast moving consumer goods manufacturing companies with local manufacturing facilities, reporting to regional business groups for innovation and business results. Lever Brothers Bangladesh Ltd. as a subsidiary of Unilever is leading the home care, personal care and food product market of Bangladesh. On 25th February 1964 the eastern plant of Lever Brothers Pakistan Ltd. was inaugurated at Kalurghat, Chittagong with a soap production capacity of approximately 485 metric tons. It was a private limited company with 55% share held by Unilever and the rest by the Government of Pakistan. After independence the eastern plant was declared abandoned. But on 5th July 1973 it was ed under the name of Lever Brothers Bangladesh Ltd. as a t venture company of Unilever PLC and the Govt. of Bangladesh with a share arrangement of 60.75% to Unilever and 39.25% to the Bangladesh Govt. Unilever brands are trusted everywhere and, by listening to the people who buy them, they've grown into one of the world's most successful consumer goods companies. In fact, 150million times a day, someone somewhere chooses a Unilever product.UBL have a portfolio of brands that are popular across the globe - as well as regional products and local varieties of famous-name goods. This diversity comes from two of their key strengths: Strong roots in local markets and first-hand knowledge of the local culture. World class business expertise applied internationally to serve consumers everywhere.

Introduction of DOVE Dove is a very well known brand which works under Unilever’s head name. It began its workings in 1957 by launching a personal cleansing bar. Later on they developed a new cleanser for burned or effected skins by using the old formula and it was the time during World War II, when such cases usually appeared. At that time it was a very innovative concept that a non-soap cleanser is available which allows s to get rid of skin dirt without using the soap again and again. In 1970 a dermatology study recognized the efforts of Dove in this regard and at that time they started gaining popularity among beauty brands. And nowadays it is being considered as the World’s top brand in cleansing products and a lot of research has been done on its product innovation and marketing strategies.

Mission /Vision Dove brand has its mission and vision as follows: “Dove is committed to helping all women realize their personal beauty potential by creating products that deliver real care. Dove believes that beauty should be for everyone, because when you look and feel your best, you feel better about yourself.” “Dove says it continues to provide products that make a genuine difference to the condition and feel of your skin and hair.” And in doing so it assists in accomplishing its mission of increasing women’s description of beauty to incorporate all ages, body shapes and all sizes, making them realize that beauty is not only related to their looks.

Statement of the Marketing Goal Marketing strategies may be designed in several different ways or through several different channels but when it comes to brand like Dove; they make it after proper planning. The basic statement of Marketing Goal of Dove is as follows: “Dove wants to target all ages, shapes, and sizes of women to let them believe through the use of their products that beauty doesn’t depend on these factors, rather beauty lies in you. Dove tries to help all women through its marketing tactics to believe the real beauty present in them.” This reflects in all their marketing campaigns whether, it’s an ad, or any other marketing campaign.

DOVE SHAMPOO in USA PESTEL ANALYSIS When sorting components, two dimensions are included: Internal influences and External influences. Internal influences are determined and controlled by Dove, like image, market position, company culture and strength. External influences are factors that cannot be controlled but are still very important in evaluating the communications plan. For external influences, we used a PEST analysis, which includes Political, Economic, Social, and Technological Factors that affect Dove. Essentially, this breaks down the overall environment in which Dove exists.

Political/Legal Political and legal factors have huge impact on the business for develop new strategies. These factors can affect, how company operates, its costs, and the demand for its products. It includes:        

Political stability TAX Regulation Trade Regulation Employment Laws Environment Laws Health and safety laws Employment laws Consumer laws

Both Unilever and Dove are subject to comply with the guidelines and regulations that are set forth by the government agencies, especially the US Food and Drug istration and the Federal Trade Commission. These regulations span from the ingredients in the products themselves to the manufacturing of the product packaging and distribution methods. With the United States government turning its focus towards bringing manufacturing back within domestic borders of country, this could create a huge shift in where products for large corporations are being made. With Unilever’s global manufacturing and distribution plants, these new goals set by the istration could ultimately affect where and how Unilever and Dove’s products are distributed. There is also a strong push for large global corporations to reform their manufacturing processes to include more eco-friendly processes in order to decrease the overall affect these companies are making on the environment. Unilever is currently modifying their manufacturing processes by reducing the CO2 emissions, decreasing water consumption levels, and creating a new plan for waste management (Unilever Eco-Friendly). While these trends may not directly affect the campaign plan directly, both Dove and its competitors should remain aware of the potential impacts that these issues could have on their brands.

In today’s society, there have been recent trends that have urged consumers to think about the affect they have on the environment around them. With the new push of becoming eco and animal friendly, there have been many attempts to create products and services that are made with the wellbeing of not only the consumer but the environment in mind. One issue that has surfaced affecting the body and beauty care industry is the issue of product testing on animals. While many brands, including Dove, still participate in animal testing procedures, many companies are finding alternative ways to test the effects of their products before consumer use. With the recent efforts of Cruelty Free International and The Body Shop, the European Union has decided to ban the use of cosmetic animal testing as well as the import of any cosmetic product that has been tested on animals (EU). As part of their Plan for Sustainable Living, Unilever has addressed the issue of animal testing and is currently considering non-animal testing approaches (Developing Alternatives). Until a new method of product testing is chosen however, this new European ban could affect potential sales in these European nations.

Social & Cultural Environment Social factors include the cultural aspects and its influences vary region to region. This includes:    

Life style Age Religion Education

Dove has recently addressed certain social issues that are especially prominent among women including the issues of beauty and body image. Although women are usually the focus of body image issues, these problems are also faced by men. In Western society, there are certain social pressures that put stress on people to uphold a certain physical appearance. Both women and men spend a significant amount of time and money focusing on their physical appearance and how they present themselves to others around them. In recent news, women of all ages (but especially young adults and pre-teens) it to having a distorted image of what “real beauty” is by comparing themselves to models found in various media outlets (Lain). rs have been criticized for attempting to create a standard of what women should look like and what they believe consumers will find appealing. Because of these distorted images, many women suffer from self-image disorders including but not limited to anorexia, bulimia, body dysmorphic disorder, social phobia and anxiety disorders. There has also been recent discussion from various medical specialists and lawmakers on the use of Photoshop and digital enhancement in the creation of ments and how these “unrealistic” images are affecting the consumers who follow these brands (Davis). Medical specialists believe that

these false images have a negative effect on the perceptions of young girls and how they come to understand their own body image. By featuring ads that glorify the idealistic woman with slim and slender body type, women are striving to have a similar body image in order to comply with the standards of beauty set forth by these ads. Although these issues are primarily focused towards women, men also have itted to feeling the social pressures to look like the ideal male model portrayed through the media. Males have itted to wanting to look “stronger and more masculine” and do not want to risk looking too sensitive, ultimately resembling the men who are glorified through advertising (Ricciardelli). Dove has recently addressed this issue and has encouraged their consumers to engage in a global conversation regarding these topics. Unilever has also recently embraced the issue of gender issues in the workforce. With their recent efforts to maintain a balance of gender in the workforce, Unilever has strived to incorporate a more gender based and culturally diverse workforce around their global offices. Through Unilever’s “Global Reach with Local Roots: Creating a Gender-Balanced Workforce in Different Cultural Contexts,” they are striving to offer women positions that they can feel they have the opportunity to reach their full potential in the workplace (Unilever Wins). By exploring potential social factors that could influence the success of our campaign, we aim to consider the emotional and social needs of our consumers in our campaign efforts. We feel that these are important issues that should be reflected in the use of our creative strategies.

Technological Technology is necessary for the success for competitive advantage and is provide power to globalisation. This includes:   

R&D Activity Informational Technology New machines

Technology plays a vital role in company history. Right in the 1930's Unilever continue to diversify. Business continue to boom in 1950's with new technology being invented to boast production and improve quality. Unilever is global leader in research and development, believing that powerful vitality based innovations are crucial to delivering sustainable growth. In 2008 Unilever appointed first chief research and development officer. 6000 plus R&D professional came together in one unified organisation. Company spent 927 million Euros on R&D worldwide. And company also have five laboratories around the world that explore new thinking and techniques to help develop our products.

Environmental Growing awareness about climate change is affecting companies very hardly and it can be create new markets or destroy existing markets. It includes:   

Climate change Diseases Weather

Now a day's climate change is big issue for companies. People like to buy the products which will not be harmful for environment. And Unilever are working towards it. Unilever depends on the natural environment for supplies of raw materials and water. Sustainability is a business issue. In 2008 we piloted a way to measure our product categories against four indicators covering water waste, sustainable sourcing and green house gas emission. This data will inform future development and innovation across our categories.   

39% reduction in CO2 from energy 1995-2008. 63% reduction in water 1995-2008. 68 % reduction in total wastage 1995-2008.

ECONOMIC ENVIROMENT

Economic factor has major impact on how business operate and make decisions in the future. This includes:    

Economic Downturn Interest rates Exchange rate Inflation rate

USA is first largest economy in the world and third largest economy in Europe. During the recession time USA is in its worse time. Companies are not doing new investments but doing redundancies that is why consumer markets are shrinking and peoples are losing their purchasing power. Unilever market is becoming highly competitive especially in Europe. P&G is major competitor in the Europe. And also there are so many discounters in the European market resulting from EU free trade policy. It has very bad impact on Unilever profitability.

Recently, the economy has been one of the primary market factors that influences consumers buying habits. Currently, the financial crisis of 2008 and its repercussions has greatly affected the average consumer’s purchasing decisions. The results have shown to be both positive and negative for Dove. The product category of lotions and other body care products overall have decreased. Body wash currently leads the market in the category of “shower products.”

The U.S. market for soap, bath, and shower products experienced only 2.1% growth in estimated 2011 after declining 1.5% in 2010. Body wash is the leading segment in the market, with $1.9 billion in sales in estimated 2011, up 2% from 2010. Body washes have steadily usurped bar soaps in recent years, due to the convenient nature of the products and the extra benefits, such as scent and moisturization that body washes provide . Non-deodorant soap fall behind body wash in in the market in 2011 with sales at $1.2 billion. Deodorant bar soap sold only $347 million, a decline of 8.7% over 2010 sales of $380 million. According to Mintel liquid body wash is increasingly challenging the use of bar soap, especially because it provides the multiple benefits of fragrance, cleansing, and moisturization in one convenient bottle.

Within the past few years, private labels and store brand body washes have made an impact on the market and may affect the sales of other brands in the market. Private label body wash sales were 54.3 million in 2011, growing the private label by 12.2% . This increase in sales shows that consumers are opting to buy cheaper, more affordable private labels and store brand products because they feel that their quality is equal to national brands.

The slow economic rebound has made the growth the body wash market to grow slower than expected. Since unemployment is still at a high (8.3%), consumers are spending less on body products and making their existing products last longer. Even with the slow economic recovery, according to the database, sales are still expected to grow between now and 2016 as the economy continues to rebound.

SWOT ANALYSIS The S.W.O.T. Analysis is a data organization and reduction tool used to organize and evaluate the marketing strategy for Dove. It is a guide for strategic planning, competitor evaluation, product development, and the design of our advertising communications campaign. To see the final chart version of the evaluation, please refer to the S.W.O.T. chart provided.

This S.W.O.T. Analysis begins with collecting data, evaluating it, and sorting each piece of data into Strengths, Weaknesses, Opportunities and Threats. In order to prioritize the data, we used a mutually exclusive and exhaustive categorization method. The S.W.O.T. chart provided below is divided into four separate (but equally important) sections. Each piece of data - known as a component - is categorized into the appropriate category. Additionally, based on the mutually exclusive approach/guideline, each component is only allowed to be placed in one category.

The target market of Dove has already been discussed and explained in detail that they target women and want to beautify them. According to the market, the Niche of Dove has an estimated value of $0.9 billion and the market size of Dove is $2.5 billion. Several campaigns have been used by Dove to market itself which will later be disused is heir marketing communication strategies. Dove has made use of Niche Marketing strategy to win over the masses.

Strengths: The basic strength of the promotional strategies of Dove and the brand is the unconventional strategies of advertising used by them to let the women know how well the Brand cares for them. Another positivity of the brand was their free publicity and excellent drive for ments. They kept giving their campaign a new and a better look and ensured that they kept the hearts and minds of women tied to Dove and hence created a wide range of loyal customers. The soap itself revealed how much possible it really was to have a new look and the addition of personal touch made the brand stronger in its appeal.

Weaknesses: The only weakness of the brand is the target market. It is a bit contradictory in nature because the target market of Dove is upper middle class women and it gives an idea of not letting the ordinary women enjoy the touch of beauty. Another objection that has been seen by the critics was the use of women as objects n their campaign, however, the criticism was over ridded by the personal feel and touch felt by the women.

Opportunity: Recently, Dove has availed the long pending opportunity of tapping into the market developing beauty products for men. They have come up with products for men and have made them realize that beauty is not restricted to women only. Another opportunity is of unified advertising technique used by Dove. They run single ad globally, it serves the diverse purposes and reduces the costs too. Continuous improvement is what Dove has been working on and should carry on with it as well.

Threats: Being a very huge brand, Dove faces tough competition from Olay, Nivea, and Neutrogena. The brands are getting stronger as they grow and their market is also expanding. Their marketing technique is not as good as that of Dove but they d pose as a threat to the market share of Dove. Another aspect is of being known as the brand for fat girls. The ads do not take models in them, but they take women of all shapes and sizes, so it might give it a slight aspect of a brand that does discrimination. The brand can also be copied by its competitors, just the way P&G did with Olay.

STP ANALYSIS

Dove segments the market on the basis of:

Demographic Segmentation    

Under this segmentation, Dove focuses on Women of all age groups above 18. Women who use beauty products. Women who are well aware about beauty and care for their skin. Women who have high purchasing power and belong to upper middle class

Psychographic segmentation:  

Dove aims to create a psychology in women where ‘beauty’ incorporates all ages, body shapes and sizes. ‘You are beautiful the way you are’ is the message Dove promotes and wants every woman to believe.

Dove targets the market on the basis of:   

Targets women of all ages, shapes and sizes. Highly focuses on working women as they don’t have much time to take care of themselves, so it uses its USP of double benefits (shampoo and conditioner) to attract target. Also targets high income groups and upper middle class

Positioning:

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Dove soap is positioned as a personal care beauty product. Dove does not call itself a soap but a mild moisturizing bar that is one fourth moisturizer. It is also called a beauty bar. It uses its high moisturizer content to differentiate itself from competitors. Dove has positioned itself in a way that encourages women all around the world to feel good about themselves. Dove does not position itself to help you ‘become’ beautiful, Dove positions itself to help you be beautiful as you have always been.

To promote this message, Dove has launched several campaigns such as: Dove Campaign for Real Beauty This is where Dove launched a global conversation to discuss what truly defined the term beauty and how in the current scenario the concept of beauty has many limitations and is tagged difficult to attain.

DOVE SHAMPOO in BANGLADESH

Dove entered the Bangladeshi market as a soap care brand 13 years ago and in the past two years, it has been extended to the body wash and body cream categories. Currently, the company’s portfolio in India comprises beauty bars (soap), shampoo and cream. Dove has been accepted as a mild moisturizing brand in Bangladesh. The market is now led by skin but there is already a lot of Dove shampoo being imported into the country. So the consumers are aware of Dove being in hair care. The features and values associated with Dove’s skin care such as mildness, moisturizing, trust etc are extended to hair care as well. Dove hair care has moisturizing milk just like its soaps and body washes. Dove products are competitively priced with the L’Oreal shampoo brands.

The 4P’s Products The main Dove products are moisturizing body-wash, deodorants, facial cleansers, body lotions, tools, shampoos and conditioners that would enable them to bring out their true inner beauty. Price Dove claims to practice value-based pricing in which the customers. Perception of the product’s price provides a starting point for developing the marketing mix of the product. The research department determines this price usually by using focus groups. The Primary importance of this value-based pricing is that the products demand will be much higher if its price is in line with the customer’s perception of its value, One crucial concern for value-based pricing is strict management of cost in order to be able to make a profit at the value-based price. Place Unilever Follow common system of distribution. That means company > wholesaler > retailer > consumer. It basically covers 2 tiers cities and rural area. It has made his strategy like that in every small or big shop customer will be able to find out the product. After the changed image of Unilever and Dove, it is also trying to make the availability of the shampoo in above middle class society.

Promotion     

Build top of the line consumer’s awareness. Creating a personality To increase the usage. Imparts a feeling of freshness Effectively communicate brand promise.

Promotional strategy:          

Innovative Campaigns can be launched to attract women to the brand. Print media. Internet Campaign. Rural campaign. Environment concern ads. Free sample dissertation. Demo campaigning. Enhancement of product mix. New product formulations according to changing consumer preferences. Advertising.

Strength & Weakness of Dove Even the best selling brands of all time has its own strengths and weaknesses. Every strength reflects the product’s success and every weakness reflects where the product can improve. Therefore without anyone of these the product is in complete. Like every other successful product Dove has its own strength and weaknesses, for which it is Dove.

Strength of Dove     

The New Dove Shampoo is a high quality product in of hair protection. The target market is educated, professionals and belongs to upper middle, middle and lower class. Company totally owned, systematic distribution network, transparent communication system. Participative management style. Very good distribution network all over Bangladesh, in all major and small cities.

Weakness of Dove   

Competitor has more strong promotional activities. Customers are offered better alternatives by the competition. Targets are mostly female customers. They overlook the large potential market segment i.e. male customers. Their competitors excel by providing benefits for both genders.

Strength and Weakness of Shampoo

Strength of Dove Shampoo         

Shampoo makes our hair clean, silky and shiny. It helps to make our hair manageable. Removal of oils, dirt, skin particles. Some shampoo contains vitamin E which is really good for our hair and it increases our hair growth. Removes dandruff, environmental pollutants and other contaminant particles that gradually build up in hair. Pleasing foam, fragrance and easy rinsing. Hair feels thick and strong. Low toxicity. Good biodegradability.

Weakness of Dove Shampoo      

Too much use of shampoo makes our hair rough. Some shampoo contains chemicals which are harmful for hair and scalp and italso increase hair falling problem. Frequent use of shampoo spoils the color of hair. Shampoo is harmful for eye. The greasy feeling of the scalp after a day or two of not shampooing. Using shampoo every day removes sebum, the oil produced by the scalp. This causes the sebaceous glands to produce oil at a higher rate.

Strengths:

Weaknesses:

 Strong Brand Image

 High Prices

 EServices and technology

 Fewer purchase location

 Faster tooth whitener

 Easy to carry

Opportunities:

 Different target market ; eg. Lower class , men etc.

Threats:

 Competitors can produce

 Serving at lower price  Different flavor  Price of raw materials can go up

SEGMENTATION Income Income segmentation has long been used in personal care products. They market their product as sachet and different sizes of bottle, so that different level of consumers can afford it.

Geographic segmentation In geographic segmentation Dove is distributed among 35 districts.

Psychographic segmentation In psychological segmentation Unilever segments Dove with social class as this product will target middle class, upper middle class and upper class.

Target market of Dove The main target market of Dove is females between the ages group 16-40 belonging to the lower and middle income classes. But in their promotional activities, they cover the whole market irrespective of these classes. Dove targets its market on the basis of consumer buying behavior, income level, and purchasing power of people. For which quantity of the product can be changed according to the income and purchasing power of the consumers as in case of Dove 120ml and 5ml packs are also available to target low income groups.

WAYS THAT CAN IMPROVE INTERNATIONAL STRATEGY Target Customers To be successful, a company must provide greater customer value and satisfaction. The present day world is a world of hype and stereotypes. The modern woman is independent, in charge and does not have to live with her dry hair - this is the message usually ed on by the global cosmetics and hair care companies. In such a scenario, Dove provides alternatives for women who believe that beauty comes in all shapes and sizes. Dove gives importance to how you feel rather than how you look. Dove aims at beauty irrespective of age, shape, or size.

Marketing Strategy Dove’s marketing is mainly through ments. They have been using real women in their ments. Their ‘Campaign for Real Beauty’ has been featured in major TV channels, newspapers like The Daily Star, Prothom Alo etc and popular women’s magazines. Dove’s revolutionary campaign was for the firming lotion which features women of all shapes and sizes thus breaking down the stereotypic definition of beauty – tall, thin and being fair. Their ads have created a ripple in the market with their campaign successfully catching the fancy of both the industry and consumers as being something different. Earlier, the ads used celebrities to promote their beauty products. They are also not for the super skinny models. The Dove ads challenge the traditional concept of beauty.

Certain facts •

Just 12% of the women are very satisfied with their physical attractiveness.

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Only 2% of women describe themselves as beautiful.

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68% strongly agree that the media sets an unrealistic standard of beauty.

• 75% wish the media did a better job in portraying the diversity of women’s physical attractiveness including size and shape, across all ages.

Marketing Objectives Dove can develop its marketing objectives very carefully as it is devoted to expand the definition of beauty for all women for the reason that they believe real beauty comes from your inner self. Overall Objective • Elevate sales of Dove loveliness products and latest product lines. • Make exchange of ideas, debates, and conversation about the factual sense of natural beauty. • To be a focus for nationwide TV and print media reporting. • Increase restricted press concentration in the hometowns of model featured all through the movement. • Drive s to the CFRB Web site to divide their opinions and views about the campaign and natural beauty typecasts. • Make a call to action for customers to link the group through website that make active contribution by Dove for self-worth consciousness program.

Primary Business Objectives • • • •

To increase sales by 30 percent in 6 months. To increase brand awareness among non-existing clients for at least. To increase the ROE ratio of the company by 5 % in next 6 months. Increasing the retailers and brand outlets in targeted markets for at least 20 new stations.

Strategic objectives for every primary objective The very important procedure of an organization is called tactical set up, and in hyperbolic circumstances, its strategy or direction, and making decisions on assigns it capital to follow this strategy, including its assets and people. The most business analysis techniques can be applied in strategic planning, that is the official thought of association’s prospect rout. Every strategic planning does contract with at least one of three key questions: 1.”How do we get there and stand out? 2.”Where are we? 3.”Where do we wish for to go? We extremely want you to be a great marketer, therefore, our favorite objective is to assist our business and obtain a huge part of our open market and bring much increase in our earnings, and we can our marketing team or develop into our off-line and on-line business partner. We have specialized professionals, graphic designers, and web developers, with many other obliging tools that will assist our

business go ahead of our contestants and increase marketplace share. We will repeatedly check and track our advertising campaigns so we can promise our long-standing achievement.

Target Market Segments Targeted market segments for dove includes following: Identify • Women who use beauty products. • Women who are well aware about beauty and care for their skin. • Women having the minimum purchasing power for our product.

Why selected This target segment is selected on the basis of product features and buyer traits for buying the products. This involves a lot of research as finding out the specific target market is very critical but Dove do so by utilizing its R & D department.

Marketing Strategies The Dove movement for natural loveliness was made to aggravate dialogue and give confidence debate. Dove’s Business is to provide services classically available in Great businesses to tiny businesses for a part of the price, through our domestic employees and their connections. So that, ing, payroll, organization consulting, publicity and marketing, tax homework, legal advice, and fiscal planning should be done in a systematic way.

Main strategies

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Market Penetration

For increased market penetration, Dove will be launching few campaigns where the representatives will move to the market segments and will do free sampling. This will make the customer realize that Dove cares and penetration will be achieved in newly selected market segments.

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Market Development

Making aware the existing clients and making them realize that real beauty lies in you which is being enhanced by Dove products is the main aim of Dove. Market development basically means to Dove that customer becomes more aware about the product knowledge and information. And for that they Dove has planned to provide demonstration campaigns in each outlet.

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Service/program Development

As sales and product services play very important role in customer awareness so Dove also planned for services/program development. They have analyzed the existing markets and have come to the conclusion that giving informative ads and procedural ads about the usage of products is very important thus such ads would be the advertising campaign’s part. 

Diversification

For diversification they have planned to follow the old strategy which was to make their product line extensive and specialized for different skin types and people. By doing so their product line will diversify and they will be attracting more people toward their products.

Strategy Development by Target Group As the targeted groups are explained in the prior section and there is no special segregation in targeted market so same strategy will be used for all segments of the target market.

Promotional Tools (list) Dove has planned to promote through different ways which includes posters campaign, banners, flyers, ments in news papers & magazines, emails, direct marketing, SMS, and face book etc. As in our main target customers are women so we have to capture their attention and provide awareness

about the skin care and beauty products. They should know that now throughout the globe there is no other brand which is giving proper awareness about the skin issues. 

Posters campaign

The main purpose of any campaign poster is to development the message that we want to convey our target market about the product awareness. 

Banners

Banners will be pasted on the different flash areas from where we can take advantage and can expand number of customers. 

Flyers

Flyers will be distributed in different companies, women universities and stores will also consider as they need such products and they can give us later on. 

ments in news papers & magazines

We will give regular ments in news papers for the awareness of customers and for all the people who can take help from us and also in top magazines so that everyone everywhere comes to know about our company and get familiar with our products. 

E-mails

Emails are also a good and effective and free of cost source of promotion. There are different sites like mahan.com from it we can take thousands of email ids and we can sent them mails to aware them about our company and it is would be totally free. 

Direct marketing

We will do direct marketing by promoting our company by ourselves. 

SMS

SMS is also an effective way to promotion. There are different software’s available in the market through which we can send bulk messages to people via

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Facebook and other social sites

We will also publish information about our company on face book and other social networks like twitter, MySpace etc these are very valuable ways because these are most popular among the female s,

companies in fact all category is available on these social networks and we can also make our fan page and it will be added by our friend.

Monitoring Techniques For the success of this marketing plan different monitoring tools will be used. Monitoring techniques are used in different ways to control the marketing outcomes and usually different procedures are being used by companies to do so. Dove uses different tools to measure and monitor the impact of marketing campaigns on company’s performances. 

Progress Reports

Progress reports would be designed and given to each department so that the instant effect of such marketing campaign can be seen all over the company. 

Timeline

Timelines will be issued to every new marketing campaign and strategy so that all result would be compared with the timelines, this would give us the rate of change in company’s success in of marketing. 

Outcome Measurements

Outcomes of the marketing strategies will be measured in of increased sales, gross revenue, profits, customer base, client’s , Goodwill and Brand awareness. Below is one example through which one can see the processes used to monitor the marketing strategies and their outcomes.

Budget Budgets are always designed to make the expenses limited and to forecast the benefits from the services you are going to offer. As the marketing plan is all about how to promote our new products and services, so the budget designed here would also be according to that. There would be a proper budget allocated by our bank to our marketing team to execute all required marketing activities for the new services. The amount of budget varies each time so for this time also different percentages of the whole budget may be assigned to the marketing campaign for new promotional campaigns. As there lays a number of projects which Dove focuses over simultaneously so budget would be around 10% to 15% of the overall company’s budget.

RECOMMENDATIONS DOING BUSINESS IN BANGLADESH Unilever Limited is one of largest multinational business firm in the world. Over 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 country’s households use one or more of our products. It provides sixteen verities brands and try to mitigate all types of human demand by introducing with new innovative products. Unilever Operations in Bangladesh provide employment to over 10,000 people directly and through its dedicated suppliers, distributors and service providers. 99.5% of UBL employees are locals and they have equal number of Bangladeshis working abroad in other Unilever companies as expatriates. Unilever Bangladesh has a certain connection with the consumers. Among others, Closeup inspires confidence, Lux believes in star power and Surf Excel encourages all to learn through new discovery and exploration. Unilever believe in all these insights as well. They believe the people who work with them are confident of their capabilities, believe in nothing less than star performances and of course are not afraid to work hard at achieving goals. This report enlightens the key issues involved with UBL. This includes the financial position, management styles, marketing strategies, HRM issues, technology, etc. In addition to the strengths in these aspects, we have also evaluated them and identify the problems and challenges in each issue. So, it is recommended that Unilever Bangladesh Ltd. reduces the costs and think actively about the threats