Evaluating the Effectiveness of Integrated

Marketing Communications Adopted by

Unilever Bangladesh Limited
 Project Report

On

Evaluating the Effectiveness of Integrated Marketing

Communications Adopted by Unilever Bangladesh Limited

Submitted To

Professor Bedar Uddin Ahmed

Principal
Dhaka City College
Dhaka-1205

Supervised By

Ms Afroza Rahmat Rinky

Lecturer
Department of Business Administration
Dhaka City College

Submitted By

MD. Minhaz Rahim

National University Roll: 2080865
National University Registration No: 17501001287
Session: 2017/2018
Major Marketing
Department of Business Administration
Dhaka City College

Date of Submission: October 18, 2023

 LETTER OF TRANSMITTAL

October 18, 2023

Professor Bedar Uddin Ahmed
Principal
Dhaka City College
Dhanmondi R/A Dhaka-1205
Subject: Submission of the Project Report.
Dear Sir,
With due respect, I would like to inform you that, it is a great pleasure for me to
submit the project report titled on "Evaluating the Effectiveness of Integrated
Marketing Communications Adopted by Unilever Bangladesh Limited”, as it's
the fulfillment of the partial requirement for obtaining a BBA degree from Dhaka City
College under the curriculum of National University, Bangladesh. The experience I
have gathered during this period will remain an invaluable asset of immense
usefulness in my life.

So, I request and hope that you would be kind enough to accept my report. Therefore,
I hope that this will meet the standard of your judgment.

Sincerely yours,

--------------------
MD. Minhaz Rahim
National University Roll: 2080865
National University Registration No: 17501001287
Session: 2017/2018
Major in Marketing
Department of Business Administration
Dhaka City College

i
 ACKNOWLEDGEMENT

At first, I would like to express my gratitude to Almighty Allah for providing me the
strength and the composure for finishing my report within the schedule period.

I would like to express my deep sense of gratitude and sincere appreciation to our
honorable Principal, Professor Bedar Uddin Ahmed and honorable Coordinator
Mr. A.N.M. Badsha Miah. I would also like to express heartiest gratitude to my
project supervisor Ms. Afroza Rahmat Rinky, Lecturer, Department of Business
Administration, Dhaka City College, for her continuous support and guidance
throughout the process of completion of this report. Her suggestions and comments
were really a great source of spirit to make the report a good one.

I am also grateful to all the faculty members, of Department of Business

Administration, Dhaka City College for their inspiration, guidance and moral support.
Thanks should also go to the librarian, computer lab operator and study participants
from the college, who impacted and inspired me.

Last but not the least I am very much grateful to my family and friends. Without their
support, it would not have been possible for me to be this determined and committed
to my responsibilities. Their support has enlightened my student life and career.

ii
 CERTIFICATE OF SUPERVISOR

I hereby declare that the project report entitled “Evaluating the Effectiveness of
Integrated Marketing Communications Adopted by Unilever Bangladesh
Limited” has been prepared by MD. Minhaz Rahim under my supervision of which is
a fulfillment of the partial requirement of obtaining BBA program. He is a student of
BBA Professional Program, bearing National University Registration No.
17501001287, National University Roll No. 2080865, Academic Session 2017-2018,
Major in Marketing, is a regular student of BBA program, Department of Business
Administration, Dhaka City College under National University of Bangladesh.

I wish him every success in his future endeavor.

-----------------------------

Ms Afroza Rahmat Rinky

Lecturer

Department of Business Administration

Dhaka City College

iii
 EXECUTIVE SUMMARY

As a part of BBA Program, the report has been prepared on understanding the
different integrated marketing communications program which is used Unilever
Bangladesh Limited. The broad objective of the report is to fulfillment the partial
requirement of BBA program under National University. The report is exploratory in
nature. In this report I have strived to explore respondents’ opinions regarding
“Evaluating the Effectiveness of Integrated Marketing Communications
Adopted by Unilever Bangladesh Limited “Data are collected through primary and
secondary sources. Discussion with experts, direct observation and In-depth
Interviews have are used as primary sources. Various articles, relevant books,
research papers and newspapers & journals are used as secondary sources. The
investigation involves a thorough examination of UBL’s advertising campaigns,
marketing communication strategies, public relations efforts, cultural resonance, and
more. I have designed a set of 25 questions in order to do the analysis of the customer
perception on the (IMC) program adopted by Unilever Bangladesh Ltd. I have used
non probability sampling technique that attempt to obtain a sample of convenient
elements. The scaling technique is based on 5-point Likert scale to collect information
from the customers. Both quantitative and qualitative data were analyzed and
presented through Google Forms and MS Excel where respondents’ opinion is shown
at table. Through a rigorous survey and analysis, that uncovers valuable insights into
the strengths and areas for improvement in UBL’s IMC approach. In the chapter one,
I have introduced the report with different topics such as origin of the report, scope of
the report, objectives of the report, methodology of preparing report and limitations of
the report. In the second chapter, serves as an indispensable introduction to Unilever
Bangladesh Ltd, a multinational company. It offers a comprehensive snapshot of this
prominent player in the Fast-Moving Consumer Goods (FMCG) sector within
Bangladesh. The chapter begins by tracing the company's history, shedding light on
its establishment and evolution in the local market. It then delves into the vast product
portfolio that UBL manages, detailing the various brands and product categories that
contribute to its standing in the FMCG sector. Additionally, the chapter underscores
the company's commitment to sustainable business practices, highlighting its efforts
in areas like environmental conservation and social responsibility.

iv
Third Chapter lays the theoretical foundation upon which the research study is built. It
provides an extensive review of existing theoretical models on Integrated Marketing
Communication (IMC) from reputable and scholarly sources. This segment serves to
contextualize the research within the broader field of marketing and communication
theory. Readers gain insights into the key principles, models, and concepts that
underpin IMC as a strategic approach. It brings forward well-established theories and
frameworks that help explain the effectiveness and importance of IMC strategies in
modern marketing practices.

Chapter four is the analytical core of the project paper. It commences by elucidating
the research methodology employed in the study. The chapter details the survey-based
approach used to assess the effectiveness of UBL's IMC strategies. This includes a
thorough description of the questionnaire structure, offering insight into the specific
questions and aspects investigated. The chapter also provides a clear overview of the
participant demographics, offering transparency in the selection and engagement of
survey respondents. Furthermore, it outlines the data collection process, describing
how responses were collected and analyzed. This chapter ensures that readers are
well-informed about the research methodology, data collection, and analysis
procedures, setting the stage for the subsequent chapters' findings and
recommendations. Finally in chapter five, I have got some project key insights and the
resulting recommendations. It highlights the survey findings, emphasizing the
strengths and areas for improvement in UBL's IMC strategies. The recommendations
focus on optimizing marketing channels, leveraging cultural relevance, and enhancing
the overall customer experience.

The chapter concludes by emphasizing the significance of UBL's IMC strategies in

navigating the ever-evolving consumer goods market. In conclusion this project
paper, "Evaluating the Effectiveness of Integrated Marketing Communications
Adopted by Unilever Bangladesh Limited," contributes to a comprehensive analysis
of UBL IMC strategies. By scrutinizing the effectiveness of UBL advertising
campaigns, brand alignment, cultural resonance, and their impact on sales growth, this
research provides valuable insights. The recommendations offered here serve as a
roadmap for UBL to continue achieving success in a dynamic consumer goods
industry.

v
 TABLE OF CONTENTS
Chapter Contents Page No

Letter of Transmittal i

Acknowledgement ii

Prefatory Certificate of Supervisor iii

Part
Executive Summary iv-v

List of Acronyms xi

List of Tables xii

List of Figures xv

Chapter-1 Introduction

1.1 Origin of the Report 1

1.2 Objectives of the Report 1

1.3 Methodology of the Report 2

1.4 Scope of the Report 4

1.5 Limitations of the Report 5

Chapter-2 Overview of Unilever Bangladesh Limited

2.1 Unilever Bangladesh Ltd. Profile 6

2.2 Vision of Unilever Bangladesh Limited 7

2.3 Mission of Unilever Bangladesh Limited 8

2.4 Goals of Unilever Bangladesh Limited 8

2.5 UBL at a Glance 9

2.6 Unilever Bangladesh Ltd.: Pioneering Market Leadership 10

through Sustainable Innovation and Social Impact

2.7 History & Growth of UBL in Bangladesh Perspectives 12

2.8 Explanation of Unilever Bangladesh Logo 14

2.9 Unilever Bangladesh Ltd. (Core Information) 16

vi
 2.10 Organizational Structure of Unilever Bangladesh Ltd. 17

2.11 Key Strategies Followed by the UBL 19

2.8.1 Product Strategy 19

2.8. 2 Pricing Strategy 26

2.8.2.1 New Product Pricing Strategies 27

2.8.2.2 Product-Mix Pricing Strategies 29

2.8. 3 Promotion Strategy 30

2.8.4 Channel Strategy 32

2.8.4.1 Consumer Marketing Channels 33

2.8.4.2 Channel Organization 34

2.13 SWOT Analysis of UBL 37

Chapter-3 Theoretical Framework

3.1 Definition of Integrated Marketing Communications (IMC) 39

3.2 Components of Integrated Marketing Communications (IMC) 40

3.3 IMC Models and Frameworks 45

3.3.1 DAGMAR Model 45

3.3.2 AIDA Model 46

3.3.3 IMC Mix Model 46

3.3.4 Brand Touch Points Model 46

3.3.5 IMC Planning Model 47

3.4 Factors Influencing of Consumer Behavior in FMCG 47

Industry

3.5 Consumer Behavior Theories 48

3.5.1 Economic Theories 49

3.5.2 Psychological Theories 49

3.5.3 Learning or Stimulus-Response Theory 49

vii
 3.5.4 Cognitive Theory 49

3.5.5 Social Psychological Theories 50

3.6 Consumer Behavior Models 50

3.6.1 Consumer Decision-Making Funnel 50

3.6.2 The Howard-Sheth Model of Buyer Behavior 51

3.6.3 The Engel-Kollat-Blackwell Model 51

3.6.4 The Consumer Buying Journey 51

Chapter-4 Analysis & Evaluation

4.1 The Impact of IMC on Unilever Bangladesh Ltd. (UBL) 52

4.2 Demographic Analysis 55

4.2.1 Analysis of Respondents’ Age Group 56

4.2.2 Analysis of Respondents’ Gender 57

4.2.3 Analysis of Respondents’ Occupation 58

4.2.4 Analysis of Respondents’ Martial Status 59

4.2.5 Analysis of Respondents’ Geographic Area 60

4.3 Survey Analysis and Interpretation 61

4.3.1 Analysis of Frequency of Purchase 61

4.3.2 Analysis of Most Frequently Used UBL Soap for Personal 62

Care

4.3.3 Analysis of Factors Considered for Choosing UBL’s 63

Products

4.3.4 Analysis of the Likelihood of Purchasing Unilever Products 64

with a Promotional Offer

4.3.5 Analysis of Promotional Offer Effectiveness 65

4.3.6 Analysis of Advertising Campaigns Effectiveness 66

4.3.7 Analysis of IMC Aligns with its Brand Values and Mission 67

4.3.8 Analysis of Overall Brand Image 68

viii
 4.3.9 Analysis of Strategy Resonates With the Local Culture 69

4.3.10 Analysis of Consumer Perceptions of the Brand. 70

4.4.6 Analysis of Consistency in Conveying Brand Message 71

4.4.7 Analysis of UBLs Often Persuades Consumers to Make 72

Purchase Decisions

4.4.8 Analysis of Convenience and Accessibility of Unilever 73

Products

4.4.9 Analysis of Storytelling in Their Marketing Content 74

4.4.10 Analysis of Marketing Campaigns Effectively conveys the 75

Benefits of Its Products

4.4.11 Analysis of Distribution Network Ensures Timely Product 75

Availability

4.4.12 Analysis of Effective Utilization of Customer Feedback in Its 77

Marketing Communication.

4.4.13 Analysis of Celebrity Endorsements Enhances Its Brand 78

Image.

4.4.14 Analysis of Marketing Campaigns Contributes to Its Sales 79

Growth

4.4.15 Analysis of Unilever Bangladesh Customer Service 80

Effectiveness

4.4.16 Analysis of Promotional Discounts Effectiveness 81

4.4.17 Analysis of Unilever Bangladesh Product Packaging Design 82

4.4.18 Analysis of Product Pricing in Competitive Market 83

4.4.19 Analysis of Trust and Reliability in Advertising campaigns 84

4.4.20 Analysis of Consistency in Meeting Customer Expectations 85

Regarding Product Quality

4.5 Summary of Survey Questionnaire 86

Chapter -5 Finding, Recommendations & Conclusion

5.1 Findings 89

5.2 Recommendations 91

ix
 5.3 Conclusion 92

Appended Bibliography 93
Part
Appendix 94

x
 List of Acronyms

IMC Integrated Marketing Communications

PR Public Relations
CLV Customer Lifetime value
B2B Business to Business
B2C Business to Consumer
FMCG Fast Moving Consumer Goods
DAGMAR Model Defining Advertising Goals for Measured Advertising
Results
AIDA Model Attention, Interest, Desire, Action
SEO Search Engine Optimization
VMS Vertical Marketing System
SEM Search Engine Marketing
SMM Social Media Marketing
CTA Call to Action
POS Point of Sale
Ltd Limited
Co. Company
SWOT Strengths Weaknesses Opportunities Threats
ROI Return on Investment
B2P Business to Person
BR Bounce Rate
CPL Cost Per Lead
BBA Bachelor of Business Administration
CMS Content Management System
CRM Customer Relationship Management
DM Direct Mail
KPI Key Performance Indicator
PP Personal product
ERP Enterprise Resource Planning

xi
 List of Tables
Serial No Name of Tables Page No
1. UBL at a Glance 9
2. Unilever Bangladesh and FMCG Market Growth rate 12
3. Unilever Bangladesh Ltd Product portfolio. 20
4. Respondents on the Basis of Age. 55
5. Respondents on the Basis of Gender 56
6. Respondents on the Basis of Occupation 57
7. Respondents on the basis of Marital Status 58
8. Respondents on the basis of geographical location 59
9. Respondents' Opinion on the Most Frequently used UBL 60
products for Personal Care
10. Respondents' Opinion on the factors do they Consider Most 61
Important when Choosing a UBL Product
11. Respondents' Opinion on whether the customers have seen 62
the Lux Bar promotional offer
12. Respondents' Opinion on the Frequently Purchase UBL 63
Products
13. Respondents' Opinions on Whether Customers Choose a 64
Unilever Product with a Promotional Offer
14. Respondent’s Opinion on Advertising Campaigns 65
Effectively Engages with their target audience.
15. Respondent’s Opinion on Unilever Bangladesh marketing 66
communication aligns with its brand values and mission.
16. Respondent’s Opinion on Public Relations Efforts 67
Significantly Contribute to enhancing their overall brand
image
17. Respondent’s Opinion on Unilever marketing 68
Communication strategies Resonate with the Local Culture.
18. Respondent’s opinion on the active presence of Unilever 69
Bangladesh on social media positively impacts consumer
perceptions of the brand.

xii
19. Respondent’s Opinion on Unilever Bangladesh advertising 70
Consistently Conveys their Brand Message to Consumers
Effectively.
20. Respondent’s opinion on the Promotional Campaigns by 71
Unilever Bangladesh often persuades Consumers to make
Purchase Decisions.
21. Respondent’s opinion on the convenience and accessibility 72
of Unilever products play a crucial role in influencing
Purchase Decisions.
22. Respondent’s opinion on storytelling in their marketing 73
content strongly resonates with customers.
23. Respondent’s opinion on marketing campaigns effectively 74
conveys the benefits of its products.
24. Respondent’s opinion on distribution network ensures 75
timely product availability when needed.
25. Respondent’s opinion on the frequency of Unilever
Bangladesh marketing messages is appropriate.
26. Respondent’s opinion on Unilever marketing campaigns are 77
relevant to current consumer trends.
27. Respondent’s opinion on the Unilever Bangladesh Ltd 78
marketing campaigns contribute to its sales growth
28. Respondent’s opinion on the Unilever Bangladesh customer 79
service effectively handles and resolves customer concerns.
29. Respondent’s opinion on the Unilever Bangladesh 80
promotional discounts effectively encourages customers to
try new products.
30. Respondent’s opinion on the packaging design of Unilever 81
Bangladesh products is user-friendly.
31. Respondent’s opinion on the Unilever Bangladesh product 82
pricing is competitive within the FMCG market.
32. Respondent’s opinion on the advertising campaigns by 83
Unilever Bangladesh instills a sense of trust and reliability
in consumers

xiii
33. Respondent’s Opinion on the Unilever Bangladesh 84
Consistently Meets Customer Expectations Regarding
Product Quality.
34. Summary of Survey Questionnaire 85

xiv
 List of Figures
Serial No Name of Figures Page No
1. Pioneering Market Leadership through Sustainable 10
Innovation and Social Impact
2. Unilever Bangladesh Logo 14
3. Organizational Structure 18
4. New Product Pricing Strategy 26
5. SWOT analysis 36
6. DAGMER Model 45
7. Consumer Behavior Theories 47
8. Consumer Behavior Models 49
9. Zero- Level Channel 33
10. One- Level Channel 33
11. Two- Level Channel 33
12. Three –Level Channel 34
13. Percentage of Respondent’s Age 55
14. Percentage of Respondent’s Gender 56
15. Percentage of Respondent’s Occupation 57
16. Percentage of Respondent’s Marital Status 58
17. Percentage of Respondent’s Geographic Location 59
18. Percentage of respondent’s opinion on the most frequently 60
used UBL products for personal care
19. Percentage of respondent’s opinion on the factors do they 61
consider most important when choosing a UBL product
20. Percentage of respondent’s opinion on whether the 62
customers have seen the Lux Bar promotional offer
21. Percentage of respondent’s opinion on the frequently 63
purchase UBL products
22. Percentage of respondent’s opinion whether customers 64
choose a Unilever product with a promotional offer
23. Percentage of respondent’s opinion on advertising 65
campaigns effectively engages with their target audience.

xv
24. Percentage of respondent’s opinion on Unilever Bangladesh 66
marketing communication aligns with its brand values and
mission.
25. Percentage of respondent’s opinion on public relations 67
efforts significantly contribute to enhancing their overall
brand image
26. Percentage of respondent’s opinion on Unilever marketing 68
communication strategies resonate with the local culture.
27. Percentage of respondent’s opinion on the active presence 69
of Unilever Bangladesh on social media positively impacts
consumer perceptions of the brand.
28. Percentage of respondent’s opinion on Unilever Bangladesh 70
advertising consistently conveys their brand message to
consumers effectively.
29. Percentage of respondent’s opinion on the promotional 71
campaigns by Unilever Bangladesh often persuades
consumers to make purchase decisions
30. Respondent’s opinion on the convenience and accessibility 72
of Unilever products play a crucial role in influencing
purchase decisions
31. Percentage of respondent’s opinion on storytelling in their 73
marketing content strongly resonates with customers
32. Percentage of respondent’s opinion on marketing campaigns 74
effectively conveys the benefits of its products
33. Percentage of respondent’s opinion on distribution network 75
ensures timely product availability when needed.
34. Percentage of respondent’s opinion on the frequency of
Unilever Bangladesh marketing messages is appropriate
35. Percentage of respondent’s opinion on the Unilever 77
marketing campaigns is relevant to current consumer trends.
36. Percentage of respondent’s opinion on the Unilever 78
Bangladesh Ltd marketing campaigns contribute to its sales
growth

xvi
37. Percentage of respondent’s opinion on the Unilever 79
Bangladesh customer service effectively handles and
resolves customer concerns.
38. Percentage of respondent’s opinion on the Unilever 80
Bangladesh promotional discounts effectively encourages
customers to try new products.
39. Percentage of respondent’s opinion on the packaging design 81
of Unilever Bangladesh products is user-friendly
40. Percentage of respondent’s opinion on the Unilever 82
Bangladesh product pricing is competitive within the
FMCG market.
41. Percentage of respondent’s opinion on the advertising 83
campaigns by Unilever Bangladesh instills a sense of trust
and reliability in consumers.
42. Percentage of respondent’s opinion on the Unilever 84
Bangladesh consistently meets customer expectations
regarding product quality.

xvii
Chapter 01

Introduction
1.1 Origin of the Report
Making a project report is the most significant stage for a BBA student. In this phase,
students get their all the taste of theoretical knowledge in a practical manner and able
to know about the business and cope up with the competitive environment in such a
way like trained employees. The project report focuses on the "Evaluating the
Effectiveness of Integrated Marketing Communications Adopted by Unilever
Bangladesh Limited ".

This report seeks to combine classroom understanding with real-life experiences

gathered during the making of this project paper. The primary motivation for
choosing this topic lies in the profound influence that FMCG companies exert on the
daily lives of consumers in Bangladesh. This company produces essential products
that are an integral part of households across the nation. Analyzing how Unilever
Bangladesh Ltd. implements its IMC programs and how these initiatives influence
consumer behavior offers valuable insights for both academic researchers and
industry practitioners.

This project was assigned by supervisor, Ms. Afroza Rahmat Rinky, Lecturer in the
Department of Business Administration at Dhaka City College. Under her guidance,
this report delves into the adaptation, impact assessment, and evaluation of integrated
marketing communication practices in Unilever Bangladesh Ltd. Additionally, it
explores the intricate relationship between IMC strategies, consumer awareness,
brand perception, and purchase intent in the Fast Moving Consumer Goods (FMCG)
sector.

1.2 Objectives of the Report

Objectives are the basic tools that underline all planning and strategic activities. They
serve as basic for clarifying the purpose and evaluating performance. The main
objective of this report can be viewed in two forms:

1.2.1 Primary Objective

This report is prepared primarily to fulfill the partial requirement of obtaining four
years BBA graduation degree from Dhaka City College under the National University
of Bangladesh.

1
1.2.2 Secondary Objectives

1. To evaluate the impact of Unilever Bangladesh's integrated marketing

communication on consumer awareness and brand perception.
2. To analyze the role of digital marketing channels in Unilever Bangladesh's
integrated communication strategy and their influence on consumer
engagement.
3. To investigate the alignment of Unilever Bangladesh's marketing
communication with its brand identity and core values.
4. To assess the effectiveness of Unilever Bangladesh's communication strategies
in reaching diverse target audiences across different regions of Bangladesh.
5. To examine the correlation between the investment in integrated marketing
communication and the company's market share and sales performance in
Bangladesh.

1.3 Methodologies of the Report

This project delineates the research methodologies utilized for investigating the
effectiveness of integrated marketing communication (IMC) programs within the
FMCG sector, with a specific focus on Unilever Bangladesh Ltd. In order to obtain a
holistic understanding and robust data, a combination of primary and secondary data
collection approaches were employed.

1.3.1 Primary Sources of Data

1. Surveys and Questionnaires: To gather firsthand insights into consumer

behavior, surveys and questionnaires will be administered to a representative
sample of consumers. This approach will allow us to collect quantitative data
on consumer perceptions, preferences, and responses to IMC efforts.
2. In-depth Interviews: In-depth interviews with marketing professionals and
managers from the company will provide valuable qualitative data. These
interviews will delve into the strategies and tactics employed by these
companies in their IMC programs, offering a deeper understanding of their
perspectives and experiences.
3. Observations: Direct observations of consumer behavior in response to IMC
campaigns, both online and offline, were carried out. This included monitoring

2
 social media interactions, attendance at promotional events, and tracking the
response to advertising campaigns.

1.3.2 Secondary Sources of Data

1. Literature Review: A comprehensive review of existing academic literature,

industry reports, and case studies related to IMC implemented in the (UBL)
will serve as a secondary source of data. This desk research will provide
valuable insights into established theories, best practices, and trends in the
field.
2. Industry Reports: Industry reports and market research studies specific to the
Bangladeshi market were examined. These reports offered valuable insights
into trends, consumer preferences, and the strategies adopted by businesses in
the country.
3. Company Reports: Annual reports, marketing documents, and financial
statements of FMCG Company Unilever Bangladesh Ltd. These documents
will offer insights into the financial investments and outcomes of IMC
programs, supplementing our understanding of their impact on consumer
behavior.
4. Social Media and Online Platforms: Analysis of social media platforms and
online forums will provide additional secondary data. Consumer sentiments,
reviews, and discussions related to FMCG products and marketing campaigns
will be examined to gauge public perceptions.
5. Newspapers: They serve as a window into the world of Unilever Bangladesh
Ltd. marketing strategies and their impact on consumer behavior in the Fast-
Moving Consumer Goods (FMCG) sector. By analyzing newspaper articles,
reports, advertisements, and consumer feedback sections, this study can gain
insights into Unilever's marketing campaigns, consumer sentiments, and
industry trends. Newspapers provide real-time and historical data, making
them an essential source for understanding the evolving landscape of
marketing communication in Bangladesh.
6. Magazines: Magazines play a significant role in providing in-depth insights
into marketing practices and consumer behavior. They offer a more
comprehensive and detailed view of Unilever Bangladesh Ltd's marketing
strategies and their effectiveness. Magazines often feature articles, case
3
 studies, and industry-specific content that can offer a deeper understanding of
Unilever's communication programs and their impact on consumer
perceptions. By incorporating magazines as a secondary source, this research
project can access specialized knowledge and analysis that complements the
data gathered from other sources, contributing to a well-rounded assessment of
the topic.
7. Government and Regulatory Reports: Examine government reports and
regulatory documents related to the FMCG industry in Bangladesh. These
reports may contain information on industry trends, consumer protection
policies, and market dynamics that can contribute to a comprehensive
understanding of the external factors influencing consumer behavior.

1.4 Scope of the Report

The project report encompasses a comprehensive examination of “Evaluating the

Effectiveness of Integrated Marketing Communications Adopted by Unilever
Bangladesh Limited”. Our focus is to delve deep into various facets of IMC and its
impact on the consumer behavior within the Bangladeshi market. Firstly, this study
will encompass an in-depth analysis of the specific IMC strategies employed by
Unilever Bangladesh Ltd., considering both traditional and digital channels. We will
explore how these strategies are developed, executed, and integrated across various
platforms and touch points. Furthermore, the scope extends to evaluating the
outcomes of these IMC programs on consumer perceptions, preferences, and
purchasing behavior. This will involve assessing changes in brand awareness,
consumer loyalty, and the overall market share of Unilever's FMCG products in
Bangladesh.

Additionally, the study will take into account the temporal dimension by examining
the historical evolution of Unilever Bangladesh's IMC strategies. This will help in
identifying any shifts or adaptations in response to changing consumer trends and
market dynamics.

Lastly, we will consider the contextual factors that may influence the effectiveness of
IMC programs in Bangladesh, such as cultural and socio-economic elements. This

4
holistic approach will enable a comprehensive evaluation of Unilever Bangladesh's
IMC initiatives and their impact on consumer behavior within the local market.

1.5 Limitations of the Report

The limitations of the study are the characteristics or design methodologies that
influenced or disrupt the interpretation of the results of the research. While preparing
the report, the researcher has also faced several limitations that have influence on the
study outcome.

➢ The project program relatively short duration made it challenging to gather a

comprehensive amount of information.
➢ The limited access to the company data which may impact the depth of
analysis.
➢ Expert opinions in the field differ, presenting various viewpoints.
➢ The study may not encompass all cultural factors that influence integrated
marketing communication.
➢ The analysis of human behavior can change because of individual and
situational factors, which might make our findings less consistent.
➢ There are numerous forms of integrated marketing communications program
which are difficult to measure in such a short tenor.

5
 Chapter 02

Overview of Unilever Bangladesh

Limited
2.1 Unilever Bangladesh Limited Profile

Unilever Bangladesh Ltd. a prominent multinational company is a well-established

player in the Fast-Moving Consumer Goods (FMCG) sector within Bangladesh. Since
its inception, it has emerged as a leader in the industry, serving as a testament to its
commitment to excellence, sustainability, and innovation.

As a subsidiary of the global Unilever Group, Unilever Bangladesh has been pivotal
in delivering products that cater to the diverse needs and preferences of Bangladeshi
consumers. It holds a significant share of the FMCG market in the country,
showcasing a portfolio of trusted and beloved brands.

One of the hallmarks of Unilever Bangladesh Ltd. is its unwavering dedication to

sustainability. The company is deeply committed to reducing its environmental
footprint and making a positive contribution to society. This commitment extends
beyond commercial operations to encompass voluntary contributions to the
community and active engagement with Bangladeshi society.

Innovation is at the core of Unilever's operations, continuously striving to meet

evolving consumer demands for quality, convenience, and eco-friendliness. The
company's consumer-centric approach ensures that it not only understands but also
aligns with the preferences of Bangladeshi consumers, offering products that provide
tangible value for money and convenience.

With a reputation built on trust, reliability, and product excellence, Unilever

Bangladesh Ltd. has firmly established itself as a key player in the FMCG sector. Its
presence has not only contributed to the nation's economy but has also provided
employment opportunities to over 10,000 individuals.

Overall, Unilever Bangladesh Ltd. exemplifies a commitment to delivering

exceptional products while embracing sustainable practices, innovation, and a deep
connection with its consumers and the community at large.

6
2.2 Vision of Unilever Bangladesh Limited

Unilever products touch the lives of over 2 billion people every day – whether that‘s
through feeling great because they‘ve got shiny hair and a brilliant smile, keeping
their homes fresh and clean, or by enjoying a great cup of tea, satisfying meal or
healthy snack.

The fits pillars of Unilever vision set out the long term direction for the company –
where its want to go and how it is going to get there:

• It works to create a better future every day.

• It 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.
• It will inspire people to take small everyday actions that can add up to a big
difference for the world.
• It will develop new ways of doing business with the aim of doubling the size
of its company while reducing its environmental impact.

Unilever has always believed in the power of its brands to improve the quality of
people‘s lives and in doing the right thing. As its business grows, so do its
responsibilities.

Unilever recognize that global challenges such as climate change concern us all.
Considering the wider impact of its actions is embedded in its values and is a
fundamental part of who it is.

7
2.3 Mission of Unilever Bangladesh Limited

“Our mission is to meet the everyday needs of Bangladeshi consumers with a wide
range of high- quality, sustainable products that improve health, hygiene, nutrition
and well-being.

We are committed to driving positive change through innovation, responsible

business practices and community engagement, while striving for excellence in all we
do”.

2.4 Goals of Unilever Bangladesh Limited

The company has set itself 3 main goals to attain by 2020: to assist one billion people
improve their health and wellbeing; to boost the livelihoods of many thousands of
individuals within the provided supply chain chain; and to divide the environmental
footprint of the group' products.

In September 2020, their home care business launched an ambitious new strategy for
our planet called 'Clean Future,' with the goal of eradicating fossil-fuel produced
carbon from their cleaning and laundry products and transitioning to 100 percent
biodegradable formulation by 2030. (Unilever, 2021)

8
2.5 UBL at a Glance

Company Name Unilever Bangladesh Limited

Established 1964
Industry Fast-Moving Consumer Goods (FMCG)
Headquarters 187 11th Floor, Shanta Forum, 188/B Bir Uttam Mir
Shawkat Sarak, Dhaka 1208
Website https://www.unilever.com.bd/
Parent Company Unilever Global, Making sustainable living commonplace
Chairman & Managing Md. Zaved Akhtar
Director
CFO & Finance Director Zinnia Tanzina Huq
Supply Chain Director Ruhul Quddus Khan
Customer Development Khan Salahuddin Mohammad Minhaj
Advisor
Director S M Alam
Product Categories Beauty & Wellbeing, Personal Care, Home Care and
Nutrition.
Brands Wheel, Lux, Lifebuoy, Fair & Lovely, Pond's, Close Up,
Sunsilk, Taaza, Pepsodent, Clear, Vim, Surf Excel, Rexona,
Dove, Vaseline, TRESemme, Knorr.
Manufacturing Facilities The Company has a Soap Manufacturing factory and a
Personal Care products factory located in Kalurghat,
Chittagong. Besides these, there is a tea packaging
operation in Chittagong and three manufacturing units in
Dhaka.
Employees Unilever Operations in Bangladesh provide employment to
over 10,000 people directly and through its dedicated
suppliers, distributors and service providers.
Sustainability Efforts Commitment to environmental and social responsibility

Table No 1: UBL at a Glance

9
2.6 Unilever Bangladesh Ltd.: Pioneering Market Leadership
through Sustainable Innovation and Social Impact.

Market Leadership

Sustainability Commitment

Innovation

Consumer-Centric Approach

Corporate Citizenship and Social Impact

Employment and Economic Impact

Global Best Practices

Market Expansion and Future Growth

Figure No 1: Pioneering Market Leadership through Sustainable Innovation and

Social Impact

1. Market Leadership: Unilever Bangladesh Ltd. commands a substantial share

of the FMCG market in Bangladesh, with its portfolio of trusted brands. In
2021, the company's market share reached an impressive 35%, making it one
of the most influential players in the sector.
2. Sustainability Commitment: Unilever Bangladesh Ltd. is at the forefront of
sustainable practices within the FMCG industry. It has undertaken ambitious
initiatives to reduce its environmental impact. For instance, the company
achieved a 30% reduction in carbon emissions per ton of production in 2020
compared to the baseline year of 2008. Additionally, Unilever Bangladesh
Ltd. has committed to making all its plastic packaging recyclable, reusable, or
compostable by 2025.
3. Innovation: Unilever Bangladesh Ltd. consistently innovates to meet
evolving consumer demands. The company allocates a significant portion of
its annual budget to research and development, resulting in the introduction of
products that align with consumer preferences for quality, convenience, and

10
 sustainability. In 2020, the company launched several eco-friendly and
hygiene-focused products in response to changing consumer needs during the
COVID-19 pandemic.
4. Consumer-Centric Approach: Unilever Bangladesh Ltd. places consumers
at the core of its operations. Through extensive market research and consumer
insights, the company tailors its product offerings to meet the specific
demands of Bangladeshi consumers. This consumer-centric approach has
contributed to its success in delivering products that offer value for money and
convenience, resonating with the local market.
5. Corporate Citizenship and Social Impact: Beyond its business operations,
Unilever Bangladesh Ltd. actively engages in various social initiatives that
contribute to the betterment of Bangladeshi society. The company's
commitment to social responsibility is reflected in its efforts to promote
hygiene and sanitation through programs like "Lifebuoy Handwashing
Program," which has reached millions of school children across the country.
Additionally, Unilever Bangladesh Ltd. is involved in initiatives to empower
women, enhance livelihoods, and improve access to clean water and sanitation
facilities in marginalized communities.
6. Employment and Economic Impact: Unilever Bangladesh Ltd. plays a vital
role in the Bangladeshi economy by providing direct and indirect employment
opportunities. The company's operations create jobs for thousands of
individuals, supporting livelihoods and economic stability. Moreover,
Unilever Bangladesh Ltd.'s extensive network of suppliers and distributors
contributes to the growth of the broader business ecosystem, generating
economic value across the supply chain.
7. Global Best Practices: As part of the global Unilever group, Unilever
Bangladesh Ltd. benefits from access to best practices, cutting-edge research,
and innovative technologies from around the world. This global perspective
enriches its operations in Bangladesh, enabling the company to bring
international standards of quality and sustainability to the local market.
8. Market Expansion and Future Growth: Unilever Bangladesh Ltd. continues
to explore opportunities for market expansion within Bangladesh. Recognizing
the untapped potential in rural areas, the company has been actively expanding
its presence, aiming to reach a broader consumer base. Furthermore, the
11
 company's commitment to innovation and sustainability positions it favorably
for future growth and competitiveness in the evolving FMCG landscape of
Bangladesh.

2.7 History & Growth of UBL in Bangladesh Perspectives

Unilever Bangladesh is a company that has its own history intrinsically built with the
development of its nation and its culture. It has been part of the Bangladeshi
household since the 19th century with the same intention of bringing cleanliness and
convenience to households as Unilever today. Back then Sunlight soap was marketed
through Lever Brothers India limited throughout the undivided India. Later on, Lever
Brothers Pakistan limited started its operation in Bangladesh on a larger scale.

1964: Operations began with two production lines, with the honour of the trial
production in September 1964 going to Lux, Umbrella, and Sunlight.

1965: The inauguration ceremony of the Kalurghat Factory was held on 25 February,
1965, by the then Chairman, G. M. Brock.

1970: The first chairman and CEO, J.P. Newling was appointed.

1972: The brand Wheel was launched, marking a significant milestone in the
company's commitment to providing affordable and high-quality laundry solutions to
consumers.

1973: The company was incorporated as Lever Brothers Bangladesh Ltd. on July 5,
1973.

1979: Management Trainee programme launched.

1980: The company began Personal Product (PP) production in Bangladesh.

1982: Hair Care category introduction with Sunsilk.

1985: Home-care category launch with VIM.

1992: Acquisition of Faisons, a pharmaceutical company and inclusion of Peps Gel

toothpaste in the product portfolio, which later became Pepsodent.

1996: Commencement of the collaborative manufacturing for Wheel detergent.

12
1997: Unilever introduced Wheel washing powder and Surf Excel for a premium
wash, easing the burden of washing for busy homemakers.

2001: 2 decades after the launch of PP, the company constructed a new PP Factory.
Production started on 7th September 2001.

2002: Lifebuoy Floating Hospital launched in partnership with NGO Friendship

which later became an iconic community support initiative.

2003: Retailer loyalty programme ‘Dosti’ launch.

2004: Lever Brothers Bangladesh Ltd. changed its name to Unilever Bangladesh
Limited.

2005: UBL's digitalization of distribution channels, revolutionised by introducing

Digital Ordering system.

2010: UBL receives The Global Unilever Compass Award Action Award.

2011: Integration of global Enterprise Resource Planning (ERP) in Bangladesh

business.

2012: Kamran Bakr assumed the role of Chairman and Managing Director of UBL as
the first Bangladeshi manager.

2013: UBL won the ‘No.1 Employer of Choice’ award for the first time.

2017: Launch of Diversity Council ‘Stride’ to spearhead diversity within the

organization.

2020: Acquisition of consumer healthcare portfolio of Glaxosmithkline Bangladesh

including flagship brands like Horlicks, Boost, and GlucoMax D.

2021: UBL partnered with Narayanganj City Corporation and UNDP to initiate the
first municipality-backed plastic waste collection project in Bangladesh.

2022: UBL received the ‘Asia's Best Employer Brands 2022’ award from the World
HRD Congress, one of the largest gatherings for HR professionals globally.

13
2.8 Explanation of Unilever Bangladesh Ltd. Logo

Unilever is committed to making sustainable living commonplace and our logo is a

visual expression of that commitment.

Figure No 2: Unilever Bangladesh Logo

Naturally, the big blue ‘U’ of our logo stands for Unilever. But look a little closer and
you’ll see there’s much more to it. Each icon within the logo has a rich meaning at its
core, representing an aspect of our business and our purpose to make sustainable
living commonplace. Learn more about them all below

Sun: An infinite source of light and renewable energy. It represents our work to find
innovative ways to reduce the greenhouse gas impact of our products across the
lifecycle.

Spoon : A symbol of nutrition, tasting, and cooking. It represents our commitment to

continually improving the taste and nutritional quality of all our food products,
helping millions of people enjoy delicious food and achieve a healthier diet

14
Dove: A symbol of freedom, empowerment, and self-esteem

Bowl: A bowl of great smelling food symbolizes our commitment to great ingredients
and healthy mealtimes.

Plant: A symbol of the natural world we inhabit. It represents our commitment to

reducing environmental impact across our value chain – from how we source raw
materials, to our manufacturing operations, to the way consumers cook, clean, and
wash with our products

Flower: A symbol of sensitivity, care, and our respect for beauty; the beauty of our
consumers, and the beauty of nature

Spark: Represents Unilever’s role as a catalyst for change, aiming to

enhance the livelihoods of the people we work with around the world – our suppliers,
distributors, and farmers.

15
Chilli pepper: One of the many fresh ingredients in our products. It represents our
commitment to sourcing the agricultural raw materials for our products sustainably.

Hand: A symbol of sensitivity, care and need. It represents our commitment to

helping people improve their everyday health & hygiene habits through our brands
and health improvement programs

Transformation: A symbol of positive change or transformation. Our commitment

to find new sustainable ways of doing business.

2.9 Unilever Bangladesh Ltd. (Core Information)

Over the last fits 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 its products.

Unilever Bangladesh is a Fast Moving Consumer Goods company with local

manufacturing facilities, reporting to regional business groups for innovation and
business results. Constitution Unilever – 60.75% shares, Government of Bangladesh –
39.25% Product categories Household Care, Fabric Cleaning, Skin Cleansing, Skin
Care, Oral Care, Hair Care, Personal Grooming, Tea based Beverages.

16
2.9.1 Volume Growth ahead of Unilever Bangladesh Ltd. Market
Performance

Year Unilever Bangladesh Market Bangladesh FMCG Market

Volume Growth (%) Volume Growth (%)
2018 5.2 4.8
2019 6.5 5.2
2020 7.1 4.9
2021 6.8 5.5
2022 8.0 (Projected) 6.2 ( Projected)

Table No 2: Unilever Bangladesh and FMCG Market Growth rate

The table compares the annual volume growth rates of Unilever Bangladesh's market
performance with the broader Bangladesh FMCG market. Over the past five years,
Unilever Bangladesh has consistently exhibited strong volume growth, outpacing the
general FMCG market in Bangladesh. In 2022, the company is projected to maintain
this trend with an estimated volume growth rate of 8%, while the overall FMCG
market is expected to grow at 6.2%. This data underscores Unilever Bangladesh's
robust presence and its ability to capture a significant share of the growing consumer
demand within the Bangladeshi FMCG sector, positioning it as a market leader.

2.10 Organizational Structure of UBL

In terms of Unilever, they have two chairmen leading the company worldwide. They
have seven top directors leading seven different departments. They have divided their
worldwide business into different region and have different business groups to
manage them. Unilever Bangladesh limited falls under the Southeast Asian region.
On a more micro scale, Unilever Bangladesh ltd is monitored by Hindustan lever Ltd.
which oversees operation in Bangladesh, India, Pakistan and Srilanka. The chairman
of Unilever Bangladesh Limited is known as the managing director. The management
staff of the company consists of six layers, starting from junior manager (who are
local managers) to manager grade 5 (who are Unilever managers). Apart from this the
company also hires many non management staff as well as operatives to work in the
factories.
17
2.10.1 Unilever Bangladesh Limited structured in the following manner:

Unilever Bangladesh Limited has eight departments to carry out all the organizational
functions. Respective director’s head are head of all departments. These departments
are:

1. Chief of Corporate Affairs & Stragegic Planning

2. Chief Marketing Officer
3. Head of Human Resources
4. Chief Financial Officer
5. Head of Customer Department
6. Head of Engineering (HE)
7. Chief Technical Officer
8. Head of Billing & IT (HBT)

Figure No 3: Organizational Structure

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2.10.2 Principal Operating Units:

Africa; Central Asia & Middle East; China; East Asia Pacific; Latin America;
Diversely Lever; Food & Beverages–Europe; Ice Cream & Frozen Foods–Europe;
Home & Personal Care– Europe; Central & Eastern Europe; Foods–North America;
Home & Personal Care– North America .

2.11 Key Strategies Followed by the UBL

2.11.1 Product Strategy

Unilever has a portfolio of about 500 brands globally. Worldwide, the products can be
categorized into four sectors:

1) Home Care
2) Personal Care
3) Water Purifier
4) Food and Drink

However, many of these are local that can only be found in certain countries, e.g. Fair
& Lovely. In Bangladesh the number of UBL’s existing brands is 25, which are
categorized in different sections.

Category Product
Fabric Wash ✓ Wheel Laundry Soap
✓ Wheel Washing Powder
✓ Wheel Power White
✓ Surf Excel
Household Care ✓ Vim Powder
✓ Vim Bar
✓ Vim Liquid
Personal Care ✓ International Lux
✓ Lifebuoy Total
✓ Dove bar
✓ Lifebuoy Liquid soap
Water Purifier ✓ Pureit

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Skin Care ✓ Fair & Lovely Multivitamins
✓ Fair & Lovely Body Fairness Milk
✓ Fair & Lovely Ayurvedic
✓ Fair & Lovely Menz Active
✓ Pond’s Age Miracle range
✓ Pond’s Daily Face Wash range
✓ Pond’s Cold Cream
✓ Pond’s Perfect result Cream
✓ Ponds Dream Flower Talc
✓ Pond’s flawless white range
✓ Pond’s White Beauty Range
✓ Pond’s Body Lotion
✓ Lakme skin care products
✓ Dove skin care products
✓ Vaseline skin care products
Hair Care ✓ Sun Silk Shampoo
✓ All Clear Shampoo
✓ Lifebuoy Shampoo
✓ Dove shampoo
✓ All Clear Hair Oil
✓ TRESemme Shampoo
Oral Care ✓ Close-up Toothpaste
✓ Pepsodent Toothpaste
✓ Pepsodent Toothpowder
✓ Pepsodent Tooth brush
Deodorant ✓ Rexona
✓ Axe
Foods ✓ Lipton Taaza Danadar and Strong,
✓ Knorr Noodles and Knorr Soup.

Table No 3: Unilever Bangladesh Ltd Product portfolio.

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1) Home Care Products

a. Surf Excel

Surf excel is the highest selling premium washing powder in Bangladesh. Over the
last twenty years it has anticipated the changing washing needs of the Bangladeshi
homemaker and constantly upgraded itself.

Surf excel is a champion of unleashing human potential. Consequently, it believes that

children learn best when left to discover things on their own. For any consequential
stains there is Surf excel. And because it takes only one minute for children to get
dirty, Surf excel now removes tough stains like ink & shoe polish within one minute.

b.Vim Bar

The highly popular Vim Bar challenge campaign created quite a hype in households
all over the country. Housewives were challenged that they have never before
experienced such a quick and efficient cleaning effect on their kitchen utensils with
any other product!

The Vim Bar, a revolutionary innovation for household products, brought together
tradition and technology and came up with a dishwash in soap form. The Vim Bar is
a powerful grease cutter that removes tough burnt marks easily. It is also suitable for
all types of dishes and offers easy cleaning with a pleasing lemon fragrance.

c. Wheel

A dominant market leader in the detergent segment, Wheel Washing Powder is

known for its great cleaning ability with minimum effort. The new formulation of
Wheel Washing Powder is enhanced with the fragrance of thousand flowers as well as
the power of lemon, thus not only removing the tough dirt in your cloth, but also
leaving clothes smelling of a thousand flowers well after washing. The convenience
provided by Wheel Washing Powder has relieved many housewives from the
laborious laundry process of the traditional Ball Soaps.

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2) Personal Care Products

a. Lifebuoy

Lifebuoy is a well-known brand in the personal hygiene and health category. The
brand emphasizes the importance of hand washing in preventing illnesses and
maintaining good health. Lifebuoy's communication often includes endorsements by
healthcare experts and reinforces the message that using Lifebuoy soap helps families
stay healthy. In a country like Bangladesh, where hygiene is a top priority, especially
in rural areas, Lifebuoy's branding strategy aligns with consumers' desires for
cleanliness and health. The brand is seen as a trusted choice for effective germ
protection.

b. Lux

• Lux Strawberry and Cream: Every woman wants to be indulged! Use Lux
Strawberry and Cream to fill your skin smooth and silky. Lovingly created
with a sumptuous mix of luscious strawberries and moisturizing cream
extracts that leaves your skin soft.
• Lux Peach and Cream: No women can resist the pleasure of being
pampered. Use Lux Peach and Cream, lovingly created with the blend of juicy
peach and moisturizing cream extracts, for a velvety, soft skin. Just gorgeous!
• Aqua Sparkle: Wake up to a body that looks fresh and full of life. Lux Aqua
Sparkle, with refreshing mineral salts and seaweed extracts, is the best kept
secret to help renew your skin from bored to full of life! There won’t be dull
days!

c. Pond’s

In 1886 it was launched as Pond’s Extract and in 1914 Pond’s Cold Cream and
Vanishing Cream marked the brand’s evolution to a beauty icon. By the mid-1920s it
was reflecting this positioning with endorsements by society beauties. Its stylish
image was underpinned by guarantees of product delivery and an understanding of
women’s beauty routines and needs.

22
In 1955 Pond’s Extract Company merged with Chesebrough Manufacturing and in
1987 Unilever purchased Chesebrough-Pond’s. By this time the Pond’s brand had
built up a powerful international presence.

Pond’s Daily Face Wash: Even the best soaps are alkaline, which while cleansing
your face, dries and stretches your skin, resulting in premature wrinkles and lines.
Pond’s Daily Face Wash is 100% soap-free, thus non-alkaline. Its Active Cleansing
System deep cleans without drying. Your face retains its natural moisture and looks
noticeably radiant.

Pond’s Vanishing Cream: An innovation from Pond’s Institute, Pond’s Vanishing

Cream reduces excess oil from your skin through a two-way action:

• It’s unique Oil Control System helps regulate oil secretion

• It’s unique Micro Sponges absorb excess oil

Pond’s Nourishing Facial Scrub: Pond’s Nourishing Facial Scrub brings you the
promise of clean skin that feels softer and nourished. Its Skin Exfoliating and
Revitalizing System contains two kinds of microbeads. The white Scrubbing Beads
help to deep cleanse gently, removing dead skin cells, thus preventing blackheads and
pimples. The orange Nourishing Beads with vitamin C help to nourish the skin. Its
pH-balanced cleanser formula deep cleans without destroying the moisture balance of
the skin.

Pond’s Moisturizing Cold Cream:

• Feel the difference from the very first time you use it. It provides:
• Vital Beauty Oils which penetrate deep to provide complete nourishment
• Natural Moisturizing Factors which help retain essential moisture to prevent
dry lines

Pond’s Dreamflower Talcum Powder: A whole new world of freshness and

fragrance to give you a confident start

Pond’s Moisturizing Body Lotion : Pond’s Moisturizing Body Lotion is a light non-
greasy lotion that gives you silky smooth skin. Its formulation is enriched with
moisturizers and vitamin E that with regular use:

23
 • Softens your skin from within
• Gives your skin a silky smooth feel

d. Close up

Close up was launched as a gel toothpaste containing micro-whiteners and

mouthwash in 1984, and fired the imagination of the population with its exciting
advertising.

Seeing the success that Unilever Bangladesh had with low unit price packs in other
categories, a sachet – more popularly called mini pack – met with astounding success
and enabled millions of youth, who aspired for a modern trendy brand but were
unable to afford one, to use the brand.

e. Glow & Lovely

Glow & Lovely, formerly known as Fair & Lovely, focuses on skincare products,
particularly skin lightening creams. It emphasizes the transformative power of the
product, making it appealing to consumers who desire an even complexion. However,
it's important to note that the brand has evolved to promote inclusivity and celebrate
all skin types and shades.

3) Beauty & Wellbeing Products

a. Clear: Clear is a brand that specializes in hair care products, particularly anti-
dandruff shampoos. In Bangladesh, where hair health is a significant concern, Clear
positions itself as a solution to dandruff and scalp-related issues. Its branding strategy
emphasizes the effectiveness of its products in maintaining healthy and dandruff-free
hair. Clear's communication often includes endorsements by experts, reinforcing trust
in the brand's solutions for hair care.

b. Dove: Dove is a brand celebrated for its focus on beauty and skincare. The brand
encourages consumers to embrace their natural beauty and feel confident in their skin.
Dove's communication in Bangladesh highlights qualities like smoothness, hydration,
and nourishment, aligning with consumers' aspirations for healthy and beautiful skin.

c. Tresemme: Tresemme is positioned as a professional hair care brand in

Bangladesh. This product communicates that consumers can achieve professional-

24
level hair care results at home. In a market where well-groomed hair is highly valued,
Tresemme's branding strategy resonates with consumers who seek salon-quality hair
care solutions.

d. Vaseline: Vaseline is known for its skincare products, especially petroleum jelly.
In Bangladesh, Vaseline's branding strategy centers on the idea of skin protection and
nourishment. The brand communicates its role in shielding the skin from harsh
environmental conditions and keeping it soft and moisturized. Vaseline's products are
trusted by consumers in Bangladesh for their reliability in skincare.

e. Sunsilk: Sunsilk specializes in hair care, offering a range of shampoos and

conditioners. In Bangladesh, Sunsilk's branding strategy focuses on achieving
beautiful and manageable hair. The brand often collaborates with local celebrities to
promote its products, enhancing its appeal among young consumers who aspire to
have healthy and stylish hair.

f. Pepsodent: Pepsodent is a well-known oral care brand in Bangladesh. Its branding

strategy emphasizes dental health and protection. Pepsodent communication often
includes endorsements by dental experts, reinforcing trust in the brand's ability to
provide effective solutions for oral hygiene. In a market where dental health is a
priority, Pepsodent is a trusted choice among consumers.

4) Food Products

a. Taaza: Taaza consistently delivers on its promise of freshness with the help of
Unilever’s world-class buyers and blenders. Taaza is available as:

• Taaza Danedar The classic Taaza blend that gives a sweet liquor with
brilliant colour and aroma, a cup of tea filled with daylong freshness.
• Taaza Teabag Taaza’s special double chamber flow-through teabag provides
a cup of tea with exceptionalcolourand taste. Consumers now have the option
to customize their own cup of tea, the way they like it light, regular or strong.

b. Knorr

Knorr Noodles: It is a popular product in the portfolio of Unilever Bangladesh,

catering to the diverse tastes and preferences of consumers in Bangladesh. These
instant noodles have gained significant traction in the country due to their
25
convenience, affordability, and an array of flavors that resonate with the local palate.
In the context of Bangladesh, where fast and convenient meal options are highly
sought after, Knorr Noodles have become a favorite among students, working
professionals, and families.

The product's quick preparation time and a wide range of flavors, including chicken,
masala, and more, make it an ideal choice for those looking for a tasty and time-
efficient meal.

Knorr Soup: It is a well-recognized and favored product within the Unilever

Bangladesh portfolio. This soup offering has gained popularity in Bangladesh for its
convenience, delicious flavors, and versatility in catering to various consumer needs
and preferences.

Knorr Soup has successfully adapted to local tastes and preferences, incorporating
ingredients and flavors commonly found in Bangladeshi cuisine. This approach
ensures that consumers in Bangladesh can enjoy a bowl of soup that is both familiar
and delicious. The product is often used not only as a standalone dish but also as an
ingredient in various recipes, making it a versatile choice for households.

2.8.2 Pricing Strategy

2.8.2.1 New Product Pricing Strategies

Market Market
Skimming Premium
Pricing Pricing

Market Market
Economy Penetration
Pricing Pricing

Figure No 4: New Product Pricing Strategy

26
1. Market Skimming Pricing:

Skimming pricing is a strategy where a company initially sets a high price for a new
product and gradually lowers it over time. This approach is typically used for products
that have unique features or innovations and target early adopters willing to pay a
premium. Unilever Bangladesh may apply skimming pricing in the following manner:

Example: Tresemme Advanced Hair Repair Shampoo

Tresemme, a well-known Unilever brand, introduces a new product in Bangladesh

called "Advanced Hair Repair Shampoo." This shampoo boasts innovative ingredients
and a formula that promises exceptional hair repair and rejuvenation. To leverage the
initial excitement and attract customers who highly value hair care, Tresemme sets an
initially higher price for the Advanced Hair Repair Shampoo. As the product gains
recognition and the market become more competitive, Tresemme strategically reduces
the price over time. This gradual price reduction ensures that the product becomes
accessible to a broader customer base, making it a staple choice for consumers
seeking premium hair care solutions. Skimming pricing allows Tresemme to
maximize early profits while gradually expanding its market reach as more consumers
discover the product's benefits.

2. Market Premium Pricing:

In this strategy where a company sets a relatively high price for its products to
position them as premium or high-end offerings. This strategy is typically employed
when a company wants to convey quality, exclusivity, and uniqueness. Unilever
Bangladesh may implement premium pricing as follows:

Example: “Dove Shampoo for Hair Repair”.

Dove, a Unilever brand, introduces a new line of shampoos specifically designed for
hair repair. To emphasize the premium quality and the use of advanced hair care
technology, Dove prices these shampoos higher than its standard variants. The
packaging, labeling, and marketing materials highlight the product's premium features
and benefits, targeting consumers who are willing to pay extra for top-quality hair
care.

27
3. Market Penetration Pricing:

Penetration pricing involves setting an initially low price for a product to quickly gain
market share. This strategy is often used when a company wants to enter a
competitive market or increase its market presence rapidly. Unilever Bangladesh may
employ penetration pricing as follows:

Example: “Close Up Toothpaste”.

Unilever's Close Up toothpaste line introduces a new variant with advanced teeth-
whitening technology. To quickly gain market share and compete with established
toothpaste brands, Close Up employs penetration pricing. It initially prices the new
toothpaste significantly lower than similar premium teeth-whitening toothpaste
options in the market. This attractive pricing strategy entices cost-conscious
consumers to try the product. Over time, as Close Up solidifies its position and builds
brand loyalty, it may consider gradual price adjustments. This approach allows Close
Up to enter the market swiftly and establish itself as an affordable yet effective choice
for teeth whitening.

4. Economy Pricing:

Economy pricing, on the other hand, is a strategy where a company sets a price point
that is lower than the competition to cater to price-sensitive consumers. This approach
is often used to gain a competitive edge in cost-conscious markets or during economic
downturns. Unilever Bangladesh may employ economic pricing as follows:

Example: “Wheel Laundry Soap”.

Unilever's Wheel brand, known for affordability and value, uses economic pricing for
its laundry soap. In a price-sensitive market like Bangladesh, where many consumers
prioritize budget-friendly options, Wheel offers its laundry soap at a price
significantly lower than premium brands. This strategy targets consumers who seek
effective cleaning solutions without straining their budgets.

28
2.8.2.2 Product-Mix Pricing Strategies

1. Product Line Pricing:

Product line pricing involves setting prices for multiple products in a product
line to maximize profits. In the context of Unilever Bangladesh, a prime
example is their "Lifebuoy" brand, which offers various soap products. They
strategically price different variants to cater to various customer segments. For
instance, Lifebuoy may price its premium antibacterial soap higher and the
basic variant at a more affordable rate.
2. Optional-Product Pricing:
Optional-product pricing is applied when a company offers optional products
alongside the main product. Unilever Bangladesh could implement this
strategy by offering optional refills for their "Fair & Lovely" fairness cream.
Customers can choose to purchase refills at a lower price, encouraging repeat
purchases.
3. Product-Bundle Pricing:
Product-bundle pricing involves offering a group of products together at a
reduced price compared to purchasing them individually. Unilever Bangladesh
could bundle products like "Dove" shampoo and conditioner together at a
discounted price, incentivizing customers to buy both products.
4. Segmented Pricing:
Segmented pricing tailors prices to different customer segments. Unilever
Bangladesh may employ this strategy by offering discounted prices for their
"Rexona" deodorant to college students or young adults, recognizing their
price sensitivity and target market.
5. Psychological Pricing:
Psychological pricing utilizes price points that appeal to consumers'
psychology. Unilever Bangladesh might set prices for "Sunsilk" shampoos at
99 taka instead of 100 taka, creating a perception of a lower price and
attracting cost-conscious consumers.
6. Promotional Pricing:
Promotional pricing involves temporary price reductions for promotional
events. Unilever Bangladesh could introduce promotional pricing for their

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 "Pepsodent" toothpaste during dental health awareness months, encouraging
customers to stock up on the product at a reduced price.
7. Value Pricing:
Value pricing emphasizes the product's value compared to competitors. For
their "TRESemmé" hair care products, Unilever Bangladesh could position
them as offering superior quality at a reasonable price, highlighting the value
they provide to customers.
8. Geographical Pricing:
Geographical pricing considers different prices based on the location. Unilever
Bangladesh may apply this strategy by pricing "Lux" soaps differently in
urban and rural areas, accounting for variations in purchasing power and
consumer behavior.

2.8. 3 Promotional Strategy

Unilever Bangladesh Ltd. (UBL) places a significant emphasis on its promotion

strategy, particularly in the context of integrated marketing communication (IMC)
programs. Here are key aspects of their promotion strategy

Pull Strategy

In this promotion involve strategies that aim to attract customers towards a product or
brand. These tactics focus on creating consumer demand and pulling customers into
making a purchase.

1. Advertising: Unilever Bangladesh invests significantly in advertising to

create brand awareness and attract consumers. For example, its television and
online video ads for Sunsilk shampoo showcase the product's benefits, such as
smooth and shiny hair. These ads aim to pull consumers toward Sunsilk by
highlighting its unique selling points.
2. Content Marketing: Unilever Bangladesh utilizes content marketing to
provide valuable information to consumers. For instance, it creates
informative blog posts and videos about skincare routines on its Dove website.
By offering useful content, Unilever pulls in consumers who are seeking
guidance on skincare, subtly promoting Dove products as solutions.

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 3. Social Media Marketing: Unilever actively engages with consumers on
social media platforms like Facebook, Instagram, and Twitter. Through
interactive posts and sponsored content, they build a community and engage
users. For example, Unilever's Facebook page for Pond's features beauty tips
and tutorials, encouraging users to interact and learn more about Pond's
products.
4. Influencer Marketing: Unilever collaborates with local influencers and
beauty experts to promote its products. For Clear Men shampoo, Unilever
partners with a popular male grooming influencer who creates content about
Clear Men's effectiveness in reducing dandruff. These influencers pull in their
followers, encouraging them to try Clear Men products.
5. User-Generated Content (UGC): Unilever encourages consumers to share
their experiences with its products. For example, they run social media
campaigns where users share photos and reviews of their favorite Vaseline
skincare products. UGC acts as a pull strategy by showcasing real consumers'
positive experiences.
6. Loyalty Programs: Unilever runs loyalty programs, such as the Sunsilk Hair
Experts Club, where consumers can earn rewards for purchasing Sunsilk
products. These programs create a sense of loyalty and pull consumers back to
Unilever brands for future purchases.

Push Strategy

It involves strategies that push a product or brand towards customers. These tactics
are typically used in distribution and trade channels to ensure that products are readily
available to consumers

1. Trade Shows and Exhibitions: Unilever Bangladesh actively participates in

industry-specific trade shows and exhibitions. For instance, the company sets
up a booth at the annual Dhaka International Trade Fair to showcase its
products in the personal care and home care categories. This push strategy
allows Unilever to directly engage with retailers, distributors, and potential
partners, influencing their decisions to carry Unilever products.
2. Sales Force Promotion: Unilever Bangladesh invests in training and
supporting its sales force. Sales representatives receive product training and

31
 are equipped with marketing materials and samples. For example, sales
representatives for Lux soap are trained to highlight the soap's skin benefits
and its appeal to consumers. By educating and motivating the sales force,
Unilever ensures that its products are effectively promoted to retailers and
distributors.
3. Trade Discounts: Unilever offers trade discounts to retailers and distributors
as an incentive to carry its products. These discounts encourage wholesalers
and retailers to prioritize Unilever products in their inventory. For instance,
Unilever might offer a seasonal discount on its food products like Knorr
noodles, making them more attractive to retailers.
4. Point of Purchase Displays: Unilever strategically places point-of-purchase
displays in retail stores. These displays feature Unilever products prominently
and include eye-catching visuals. For example, a well-designed display for
Lifebuoy hand wash near the store's entrance encourages impulse purchases.
Such displays effectively push Unilever products to consumers at the moment
of purchase decision.
5. Trade Allowances: Unilever Bangladesh offers trade allowances to retailers,
which can include financial incentives or promotional support for in-store
advertising. For instance, Unilever may provide financial support to a retailer
to run a special promotion on Sunsilk shampoo, thereby pushing the product
and increasing its visibility among consumers.

2.8.4 Channel Strategy

Unilever Bangladesh employs a comprehensive channel strategy to ensure its products

reach consumers efficiently. This strategy involves both direct and indirect channels,
utilizing a network of sales representatives, wholesalers, and retailers.

The company's emphasis on building strong relationships with distributors and

retailers, providing merchandising support, and offering incentives contributes to the
effective execution of its distribution strategy, ultimately enhancing consumer access
to Unilever's renowned brands in the fast-moving consumer goods (FMCG) sector.

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2.8.4.1 Consumer Marketing Channels

• Zero Level Channel

Manufacturer Consumer

Figure No 5: Zero- Level Channel

In this channel, Unilever Bangladesh directly reaches out to consumers
without intermediaries. This is often the case with e-commerce platforms
where consumers can purchase Unilever products directly from the company's
official website. For instance, Unilever Bangladesh's website allows customers
to order products like "Dove" soap or "Lipton" tea online and have them
delivered to their doorstep.
• One Level Channel

Manufactureer Retailer Consumer

Figure No 6: One- Level Channel

Unilever Bangladesh collaborates with a network of retailers to distribute its

products. Retailers, such as local grocery stores or supermarkets, serve as
intermediaries between the manufacturer and the end consumer. For example,
a neighborhood grocery store stocks a variety of Unilever products like
"Rexona" deodorant or "Knorr" soup, making them readily available to
consumers.
• Two Level Channel

Manufacturer Wholesaler Retailer Consumer

Figure No 7: Two- Level Channel

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 Unilever Bangladesh also employs wholesalers in its distribution network.
Wholesalers purchase products in bulk from the manufacturer and then
distribute them to retailers. Retailers, in turn, sell these products to consumers.
This channel ensures efficient distribution, especially in densely populated
areas.
For instance, Unilever's "Surf Excel" detergent may follow this channel, with
wholesalers ensuring a steady supply to local retailers.
• Three Level Channel

Manufacturer Wholesaler Jobber Retailer Consumer

Figure No 8: Three –Level Channel

In some cases, Unilever Bangladesh involves jobbers in the distribution
process. Jobbers act as intermediaries between wholesalers and retailers,
ensuring that products reach even the most remote retail locations efficiently.
Unilever's "Vaseline" petroleum jelly, for instance, may go through this
channel, ensuring its availability in both urban and rural areas.

These consumer marketing channels employed by Unilever Bangladesh are designed

to address the diverse needs and preferences of consumers across different regions
and demographics.

2.8.4.2 Channel Organization

Channel organization refers to the structured framework and management of the

various entities and intermediaries involved in the distribution and delivery of
products or services from the manufacturer to the end consumer.

It encompasses the arrangement of manufacturers, wholesalers, retailers, and other

intermediaries, as well as the coordination of their activities to optimize the flow of
goods to the market.

1) Vertical Marketing System

A Vertical Marketing System (VMS) in Unilever Bangladesh involves a seamless

collaboration between various levels of the distribution channel.
34
Unilever works closely with retailers, wholesalers, and other intermediaries to ensure
efficient product flow, enhance brand visibility, and meet consumer demands. This
integrated approach aids in maintaining a strong market presence.

A. Corporate VMS:

Unilever directly manages and controls the entire distribution process. For instance,
they may own and operate their retail stores, ensuring that products are available,
well-promoted, and consistently branded.

B. Contractual VMS:

Unilever forms contractual agreements with independent businesses in the distribution

network. These businesses, like franchisees or dealers, agree to uphold Unilever's
distribution standards and brand image. For example, a local retail chain might enter
into a franchise agreement with Unilever, ensuring uniformity in product presentation
and quality.

➢ Wholesaler Sponsored Voluntary Chains: Unilever Bangladesh collaborates

with wholesalers who sponsor voluntary chains of independent retailers. These
independent retailers voluntarily join together to form a chain, benefiting from
collective purchasing power and promotional activities. Unilever may offer
incentives or support to these voluntary chains, ensuring brand visibility and
product availability.
➢ Retailer Co-operatives: Retailer co-operatives are groups of independent
retailers who come together to enhance their competitive position. Unilever
Bangladesh works with such co-operatives to collectively market and
distribute its products. Co-operatives can pool resources for advertising,
buying, and inventory management, optimizing the supply chain.
➢ Franchise Organization: Unilever Bangladesh may establish franchise
organizations where independent entrepreneurs or businesses operate under
the Unilever brand. These franchisees follow Unilever's established business
model and standards, ensuring consistent product quality and brand
representation. Unilever supports franchisees with training, marketing, and
access to its product portfolio.

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C. Administered VMS:

Here, Unilever holds a dominant position in the industry, allowing it to influence the
distribution channel. They may provide extensive support and incentives to retailers,
encouraging them to prioritize Unilever products. This approach is often seen in fast-
moving consumer goods (FMCG) where Unilever's well-established brands naturally
attract retailers

2) Horizontal Marketing Systems

Horizontal marketing systems involve collaboration between organizations at the

same level of the distribution channel to achieve common goals. In Unilever
Bangladesh's case, this could involve partnerships with retailers, wholesalers, or
distributors who are at a similar stage in the distribution network.

Example: Unilever Bangladesh collaborates with multiple retail chains in the country,
such as supermarket chains and convenience stores, to collectively promote and
distribute its products. These retailers work together with Unilever to maximize
market penetration and customer reach.

3) Hybrid Marketing Systems:

Hybrid marketing systems are a combination of different types of marketing systems

to cater to specific needs. In Unilever Bangladesh, this could involve employing
elements from corporate, contractual, and administered VMS, adapting the system as
necessary to optimize distribution and consumer access.

Example: Unilever Bangladesh may utilize a hybrid system by directly managing the
distribution of some of its premium brands, ensuring strict control over quality and
branding (corporate VMS), while also partnering with local franchisees to expand
reach in smaller, remote areas (contractual VMS). This hybrid approach allows them
to maintain brand consistency and availability across diverse markets.

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2.9 SWOT Analysis of UBL

Figure No 9: SWOT Analysis

Strengths

• Strong Brand Portfolio: Unilever Bangladesh boasts a diverse and well-

established brand portfolio, encompassing a wide range of consumer products
across various categories, including personal care, home care, and food and
beverages.
• Market Leadership: The Company holds a significant share of the fast-
moving consumer goods (FMCG) market in Bangladesh, making it a dominant
player in the industry.
• Sustainability Commitment: Unilever Bangladesh is committed to
sustainability and has implemented initiatives to reduce its environmental
impact, such as responsible sourcing and eco-friendly packaging.
• Innovation: The Company continually innovates to meet consumer demands
for quality, convenience, and eco-friendly products, ensuring its brands remain
competitive.
• Consumer Centric Approach: Unilever Bangladesh prioritizes
understanding and aligning with the preferences of Bangladeshi consumers,
offering products that provide value for money and convenience.

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Weaknesses

• Supply Chain Vulnerabilities: Disruptions in the supply chain, such as those

caused by natural disasters, can impact production and distribution, leading to
delays, shortages, and potential negative impacts on sales.
• Intense Competition: The FMCG sector in Bangladesh is highly competitive,
with both local and multinational companies vying for market share, posing
challenges for sustained growth.

Opportunities

• Rural Market Expansion: While urban areas remain significant markets,

there is substantial growth potential in rural areas. Unilever can continue
expanding its reach into these regions, tapping into the untapped market.
• Health and Wellness Trends: The increasing consumer focus on health and
wellness presents opportunities for Unilever to introduce more health-oriented
products.
• Digitalization: Embracing digital marketing and e-commerce can help
Unilever reach a broader audience and adapt to changing consumer shopping
habits, especially post-COVID-19.

Threats

• Economic Uncertainty: Economic fluctuations and uncertainties in

Bangladesh can affect consumer spending patterns and purchasing power.
• Regulatory Changes: Changes in government regulations, especially in terms
of product safety, labeling, or import/export rules, can impact Unilever's
operations and compliance costs.
• Environmental and Sustainability Regulations: Increasing environmental
regulations may require further investments in sustainable practices and
compliance.

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 Chapter 03

Theoretical Frameworks
3.1 Definition of Integrated Marketing Communications (IMC)

Integrated Marketing Communication can be defined as a strategic approach that

unifies all marketing communication efforts and tools to ensure that a brand or
organization speaks with one consistent voice across various platforms and channels.
It aims to create a seamless and synchronized communication experience for the
audience.

Don Schultz and Philip Kotler- "IMC is the process of developing and
implementing various forms of persuasive communications programs with customers
and prospects over time."

Jerome McCarthy- "IMC combines a variety of communication tools, media, and

sources within the organization into a seamless program."

Philip Kitchen and Don Schultz- "IMC is a strategic business process used to plan,
develop, execute, and evaluate coordinated, measurable, persuasive brand
communication programs over time with consumers, customers, prospects, and other
targeted, relevant external and internal audiences."

Patrick De Pelsmacker, Maggie Geuens, and Joeri Van den Bergh- "IMC involves
the integration of companies’ marketing communication strategies in both online and
offline channels."

Kliatchko (2008)- "IMC is the totality of written and oral messages used for brand
communication. It is a management process that ensures all brand contacts received
by a customer or prospect for a product, service, or organization are relevant to that
person."

Shimp (2003)- "IMC is a concept of marketing communication planning that

recognizes the added value of a comprehensive plan that evaluates the strategic roles
of a variety of communication disciplines—advertising, public relations, personal
selling, and sales promotion—and combines these disciplines to provide clarity,
consistency, and maximum communication impact."

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Belch and Belch (2014): "IMC is a strategic business process that marketers use to
plan, develop, execute, and evaluate coordinated, measurable, persuasive brand
communication programs with consumers, customers, prospects, employees, and
other relevant external and internal audiences."

3.2 Components of Integrated Marketing Communications

IMC is a strategic approach that involves the coordination and integration of various
marketing communication components to convey a unified and consistent message to
target audiences. These components work together to create a cohesive brand image
and deliver a compelling message. Key components of IMC include:

1. Advertising:
Advertising is a pivotal component of Integrated Marketing Communication
(IMC) that encompasses both traditional and digital mediums. Traditionally,
this involves print advertisements in newspapers and magazines, television
commercials, and radio spots. In the digital age, advertising extends to online
channels, including social media, websites, and search engines. It's a strategic
tool used to create brand awareness, deliver key messages, and influence
consumer behavior. By utilizing diverse advertising platforms, companies like
Unilever Bangladesh Ltd. can reach a broader audience, tailor their messaging,
and adapt to the changing preferences of consumers in the dynamic FMCG
sector. Some key highlight points:
• Utilizes diverse mediums like print, TV, radio, and digital platforms.
• Targets a wide audience to build brand awareness and deliver key
messages.
• Allows for tailored messaging and adaptation to changing consumer
preferences.
• Measured through metrics such as reach, impressions, click-through
rates, and conversions.
• Often employs creative visuals and storytelling to engage consumers.

2. Public Relations (PR):

Public Relations (PR) plays a vital role in managing the reputation and
perception of a brand or organization. In the context of Unilever Bangladesh

40
 Ltd., PR activities involve fostering positive relationships with various
stakeholders, including the media, consumers, and the community. This is
achieved through media relations, where the company interacts with
journalists and publications to disseminate news and information about its
products, initiatives, and corporate social responsibility efforts. Additionally,
PR involves crafting press releases to communicate important announcements
and events effectively. Events such as product launches and sustainability
initiatives help create a positive image for Unilever Bangladesh Ltd. PR, as a
component of IMC, reinforces brand credibility and trust, which are crucial in
the competitive FMCG market.
Some key highlight points:
• Focuses on managing brand reputation and fostering positive
relationships.
• Involves media relations to interact with journalists and publications.
• Utilizes press releases to communicate important company news and
events.
• Enhances brand credibility and trust in the eyes of consumers.
• Engages in community-oriented events and initiatives for a positive
social impact.

3. Sales Promotion:
Sales Promotion is a crucial element within the framework of IMC. It
encompasses a wide range of tactics and techniques aimed at stimulating
immediate sales and boosting consumer engagement. These promotions can
take various forms, including discounts, coupons, contests, giveaways, loyalty
programs, and limited-time offers. The primary goal of sales promotion is to
incentivize consumers to make a purchase or take a specific action swiftly. For
Unilever Bangladesh Ltd., this may involve running promotions for its FMCG
products, such as offering discounts on personal care items or conducting
online contests to engage consumers. Effectively executed sales promotions
can not only increase sales but also foster brand loyalty and provide valuable
data for future marketing strategies.

41
 Some key highlight points:
• Encompasses a diverse range of strategies, from discounts to contests.
• Designed to generate quick and measurable results in terms of sales
and consumer response.
• Encourages active participation, such as filling out surveys or joining
loyalty programs.
• Typically, sales promotions are time-bound, creating a sense of
urgency.
• Often involves collecting consumer data for future marketing efforts.
• Well-planned promotions can cultivate brand loyalty among
consumers.
• Provides a competitive edge by attracting consumers with enticing
offers.
• Sales promotions are strategically aligned with marketing objectives to
drive sales and brand recognition.
• Effectiveness is assessed through metrics like sales figures, redemption
rates, and customer acquisition.

4. Direct Marketing:
Direct Marketing constitutes a highly targeted and personalized facet of IMC.
It involves engaging with consumers on an individual basis through various
direct channels, including email, direct mail, and telemarketing. The core
objective of direct marketing is to establish one-on-one connections with
consumers, delivering tailored messages, offers, and product information. For
Unilever Bangladesh Ltd., this component allows for direct communication
with potential and existing customers, offering those personalized promotions
or product recommendations based on their preferences and previous
interactions. Direct marketing's advantage lies in its ability to foster customer
loyalty, track response rates, and generate valuable data for refining marketing
strategies.

42
 Some key highlight points:
➢ Personalized Engagement: Targets individual consumers with
messages and offers tailored to their preferences.
➢ Multi-Channel Approach: Utilizes various direct channels, including
email, direct mail, and telemarketing.
➢ Customer Retention: Effective direct marketing efforts can lead to
increased customer loyalty and repeat business.
➢ Data-Driven: Collects and analyzes customer data to inform
marketing decisions and enhance personalization.
➢ Response Tracking: Allows for precise measurement of response
rates and campaign effectiveness.
➢ Lead Generation: Generates leads and inquiries that can be converted
into sales.
➢ Cost-Efficiency: When well-targeted, direct marketing can be a cost-
effective method of customer acquisition and retention.
➢ Relationship Building: Nurtures long-term relationships with
customers through ongoing communication.
➢ Permission-Based: Adheres to permission-based marketing, ensuring
compliance with data privacy regulations.
➢ Segmentation: Segments customer lists based on demographics,
behaviors, and preferences for precise targeting.

5. Digital Marketing:
Digital Marketing is an integral part of IMC that leverages the power of online
platforms and technologies to connect with and engage the target audience.
This component encompasses a wide range of strategies and channels,
including social media, websites, content marketing, and search engine
optimization (SEO). For Unilever Bangladesh Ltd., digital marketing serves as
a dynamic tool for reaching consumers in the digital age, where online
presence and engagement are paramount. It involves creating compelling
content, optimizing web visibility, and utilizing social media platforms to
interact with consumers, thereby enhancing brand awareness, customer
engagement, and ultimately, driving sales.

43
 Some key highlight points:
✓ Multi-Channel Approach: Utilizes various digital channels, including
social media, websites, email marketing, and SEO.
✓ Content Marketing: Creates valuable, relevant, and consistent content
to attract and engage the target audience.
✓ Social Media Engagement: Leverages social media platforms like
Facebook, Instagram, and Twitter for brand promotion and interaction
with consumers.
✓ Search Engine Optimization (SEO): Enhances website visibility in
search engine results to increase organic traffic.
✓ Email Marketing: Utilizes email campaigns to nurture leads and
maintain customer relationships.
✓ Analytics and Data-Driven: Relies on data analytics to track and
measure campaign performance for optimization.
✓ Personalization: Tailors content and offers to specific audience
segments for higher relevance.
✓ Mobile Optimization: Ensures digital content is mobile-friendly to
cater to the growing mobile user base.
✓ Customer Feedback and Reviews: Encourages and manages online
customer reviews and feedback for brand reputation.
✓ Continuous Adaptation: Adapts strategies and content to align with
evolving digital trends and consumer behaviors.

6. Personal Selling: Personal Selling is a fundamental aspect of IMC that

revolves around direct, one-on-one interactions between sales representatives
and potential customers. Unlike other components that often rely on mass
communication, personal selling takes a more personalized approach. For
Unilever Bangladesh Ltd., this component involves sales representatives
engaging with consumers at various touch points, such as retail stores, trade
shows, or even through virtual meetings. It's a dynamic method that allows
sales professionals to address individual customer needs, answer questions,
and provide tailored product recommendations. Personal selling plays a
significant role in building relationships, closing deals, and ensuring customer
satisfaction, all of which are vital in the competitive FMCG sector.
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 7. Some key highlight points:
❖ Individualized Interactions: Involves direct, face-to-face or virtual
interactions between sales representatives and customers.
❖ Product Expertise: Sales professionals possess in-depth knowledge of
Unilever Bangladesh Ltd.'s products to provide detailed information.
❖ Relationship Building: Focuses on building rapport and trust with
customers for long-term loyalty.
❖ Customized Solutions: Tailors product recommendations to meet
specific customer needs and preferences.
❖ Effective Communication: Allows for real-time feedback and
addressing customer queries promptly.
❖ Closing Deals: Sales representatives have the opportunity to influence
purchasing decisions and close sales on the spot.
❖ Customer Education: Educates customers on product features,
benefits, and usage.
❖ Lead Generation: Can generate leads and referrals through positive
customer interactions.
❖ Feedback Collection: Gathers valuable feedback and insights from
customers for product improvement.
❖ Post-Sale Support: Provides post-purchase support and assistance,
enhancing overall customer experience.

3.3 IMC Models and Frameworks

IMC models and frameworks provide structured approaches to planning,

implementing, and evaluating marketing communication strategies that are both
cohesive and effective. In the context of the study on the impact of IMC programs on
consumer behavior within FMCG companies in Bangladesh, understanding these
models is crucial.

3.3.1 The DAGMAR Model (Defining Advertising Goals for Measured

Advertising Results): This model emphasizes the importance of setting clear and
measurable objectives for advertising campaigns. In the context of FMCG companies,
where marketing budgets are often limited and results are closely scrutinized, the
DAGMAR model can guide the establishment of precise goals. These goals could

45
include metrics such as increased brand awareness, improved consumer perception, or
higher sales conversion rates. By defining specific objectives, IMC strategies become
more focused and accountable.

D • DEFINING

A • ADVERTISING

G • GOAL

M • MEASURED

A • ADVERTISING

R • RESULT

Figure No 10: DAGMER Model

3.3.2 The AIDA Model (Attention, Interest, Desire, and Action): AIDA is a classic
framework that outlines the stages a consumer typically goes through when exposed
to marketing messages: attention, interest, desire, and action. In the FMCG sector,
particularly in a price-sensitive market like Bangladesh, guiding consumers through
these stages is essential. IMC campaigns can be structured to capture consumer
attention, pique interest, create desire for products, and encourage immediate actions
like purchases or registrations.

3.3.3 The IMC Mix Model: This model emphasizes the strategic integration of
various communication tools within the marketing mix, which includes product, price,
place, and promotion. In the FMCG context, where product availability and
affordability are significant factors, IMC efforts can be coordinated with pricing
strategies and distribution channels. For example, promotional offers can align with
product launches, ensuring a synchronized consumer experience.

3.3.4 The Brand Touch points Model: This framework focuses on the various touch
points where consumers interact with a brand, including advertising, social media,
customer service, and in-store experiences. For FMCG companies, understanding
these touch points and ensuring consistency in messaging across them is vital. IMC
strategies should address each touch point to maintain a cohesive brand image and
influence consumer behavior positively.

46
3.3.5 The Integrated Marketing Communication Planning Model: This
comprehensive model involves stages such as situation analysis, marketing
communication objectives, message development, media selection, and evaluation. In
the FMCG sector in Bangladesh, where competition is fierce, a well-structured
planning model ensures that IMC efforts are data-driven and results-oriented. This
approach helps companies identify opportunities and challenges, set clear objectives,
create compelling messages, choose the most appropriate communication channels,
and assess the impact of their campaigns.

3.4 Factors Influencing of Consumer Behavior in FMCG

Industry

These factors collectively shape consumer behavior in the context of FMCG

companies in Bangladesh. Recognizing and adapting to these influences are essential
for crafting effective IMC strategies that resonate with consumers and drive desired
actions such as product purchases and brand loyalty.

1. Cultural Factors:

Culture encompasses a society's values, beliefs, customs, and traditions. In

Bangladesh, cultural factors significantly influence consumer preferences. For
example, cultural festivals and traditions may drive specific purchasing behaviors,
such as buying traditional foods or clothing during holidays. Understanding these
cultural nuances is vital for FMCG companies when tailoring their marketing and
IMC strategies to resonate with local consumers.

2. Social Influences:

Social factors, including family, peers, and social networks, play a crucial role in
shaping consumer behavior. In Bangladesh, where family bonds are strong, family
members' opinions and recommendations can greatly influence purchase decisions.
FMCG companies can leverage social influences in IMC by emphasizing the
product's benefits for family use or highlighting its popularity among peers.

47
3. Economic Conditions:

Economic factors, such as income levels and economic stability, impact consumer
spending patterns. In Bangladesh, varying income levels across different segments of
the population can lead to distinct purchasing behaviors. FMCG companies need to
consider affordability when pricing products and develop IMC strategies that appeal
to both budget-conscious consumers and those seeking premium offerings.

4. Personal Values and Attitudes:

Personal values, beliefs, and attitudes significantly affect consumer choices. In

Bangladesh, values such as modesty and frugality may influence product preferences.
IMC campaigns can align with these values by promoting products as affordable,
practical, and in line with the consumer's personal beliefs and lifestyle.

5. Psychological Factors:

Psychological factors, including perception, motivation, and learning, impact how

consumers perceive and respond to marketing messages. For example, FMCG
companies may use IMC strategies to create a perception of high quality or urgency to
motivate consumers to make immediate purchases. Understanding these
psychological triggers can help tailor IMC efforts for greater impact on consumer
behavior.

3.5 Consumer Behavior Theories

Economic Theories

Psychological Theories

Learning or Stimulus-Response Theory

Cognitive Theory

Social Psychological Theories

Figure No 11: Consumer Behavior Theories

48
3.5.1 Economic Theories:

Economic theories, such as utility theory and rational choice theory, form the basis for
understanding how consumers make purchasing decisions. In the context of FMCG
products in Bangladesh, where price sensitivity often plays a significant role,
economic theories help explain how consumers assess the value of products and make
choices based on factors like price, utility, and perceived benefits. Integrated
marketing communication programs can influence these economic considerations by
emphasizing value propositions, discounts, and affordability to align with consumer
economic rationality.

3.5.2 Psychological Theories:

Psychological theories, including Maslow's Hierarchy of Needs and the theory of

motivation, delve into the psychological factors that influence consumer behavior. In
Bangladesh, where culture and societal norms heavily influence consumer choices,
these theories provide insights into how consumer motivations, emotions, and
psychological needs drive purchasing decisions. Integrated marketing communication
strategies can tap into these psychological triggers by creating emotional connections,
addressing needs, and aligning with cultural values to resonate with consumers.

3.5.3 Learning or Stimulus-Response Theory:

Learning theories, particularly the stimulus-response model, explain how consumers

acquire information and develop associations with products and brands. In the context
of FMCG products in Bangladesh, where consumers may rely on product familiarity
and trust, this theory underscores the importance of consistent messaging and brand
exposure. Integrated marketing communication programs aim to reinforce positive
associations and learning through repeated exposure, encouraging consumer loyalty
and favorable responses to products.

3.5.4 Cognitive Theory:

Cognitive theories, including information processing theory and the theory of

cognitive dissonance, focus on how consumers process and evaluate information. In
Bangladesh's FMCG sector, where consumers seek product information and clarity,
these theories help explain the decision-making process.

49
Integrated marketing communication strategies can align with cognitive theory by
providing clear, concise information, addressing consumer doubts, and minimizing
cognitive dissonance, ultimately influencing informed purchase decisions.

3.5.5 Social Psychological Theories:

Social psychological theories, such as social influence theory and reference group
theory, provide valuable insights into how consumers are influenced by their social
environment and interactions with others.

In Bangladesh, where social bonds and community play a significant role in consumer
decisions, these theories are particularly relevant.

3.6 Consumer Behavior Models

Consumer The Howard- The Engel- The

Decision- Sheth Model Kollat- Consumer
Making of Buyer Blackwell Decision
Funnel Behavior Model Journey

Figure No 12: Consumer Behavior Models

3.6.1 Consumer Decision-Making Funnel:

This model represents a linear process where consumers move through stages from
awareness to consideration, evaluation, purchase, and post-purchase evaluation. In
Bangladesh's FMCG market, this model is relevant as consumers often follow a step-
by-step process when making routine purchases.

IMC efforts can be designed to address each stage, such as creating awareness
through advertising and facilitating evaluation through product reviews and
promotions.

50
3.6.2 The Howard-Sheth Model of Buyer Behavior:

This model takes a more complex view of consumer behavior, considering factors like
information processing and perception.

In the FMCG context in Bangladesh, where consumers may encounter a wide array of
choices, this model is relevant. IMC strategies should align with consumer
information processing capabilities and perceptions, ensuring that messages are clear,
concise, and resonate with their preferences.

3.6.3 The Engel-Kollat-Blackwell Model:

This model emphasizes the role of external influences and the consumer's decision-
making process. It considers factors like problem recognition, information search,
evaluation of alternatives, and post-purchase evaluation.

In Bangladesh, where word-of-mouth and social influences are strong, this model
highlights the importance of incorporating social networks and peer recommendations
into IMC strategies.

3.6.4 The Consumer Buying Journey:

This model recognizes that consumers no longer follow a linear path but engage in
ongoing evaluation and engagement with brands and products. In the FMCG sector in
Bangladesh, where consumers are exposed to continuous marketing messages, this
model underscores the importance of maintaining brand engagement beyond the
purchase stage.

IMC strategies should aim for post-purchase satisfaction and loyalty to influence
future decisions.

51
 Chapter 04

Analysis & Evaluation

4.1 The Impact of IMC on Unilever Bangladesh Limited

IMC is a strategic approach that harmoniously blends various communication

channels and tools to convey a unified message to the target audience. In the case of
Unilever Bangladesh Ltd (UBL), this approach has yielded significant benefits.
Firstly, UBL IMC efforts are characterized by a remarkable consistency in messaging.
Whether it's through television, radio, print, or digital media, consumers encounter a
coherent brand image and message, reinforcing brand recognition and recall.
Furthermore, Unilever Bangladesh Ltd IMC programs are firmly aligned with the
brand's core identity and values. UBL commitment to sustainability, health, and
hygiene is prominently reflected in its marketing campaigns.

This alignment fosters brand loyalty and trust among consumers, who appreciate the
company's genuine dedication to causes that resonate with the local population.
Unilever Bangladesh Ltd IMC efforts excel in delivering clear and memorable
messages. Through creative storytelling, visually compelling content, and effective
messaging techniques, consumers not only comprehend the brand's message but also
retain it in their memory.

This memorability is essential for creating a lasting impact in a competitive market.

Through its IMC programs, UBL has achieved remarkable brand awareness and
recognition in Bangladesh. Consumers are well-acquainted with Unilever's diverse
product portfolio and its commitment to social and environmental responsibility. This
widespread recognition attests to the effectiveness of UBL marketing endeavors.

Consumers trust the information conveyed in Unilever Bangladesh Ltd marketing

materials. The brand's longstanding presence in Bangladesh, coupled with its
unwavering commitment to quality and sustainability, has cultivated a sense of trust
and credibility among consumers. This trust plays a pivotal role in the decision-
making process.

Here's an explanation of the effectiveness of UBL IMC programs:

1. Consistency in Messaging:

Consistency in messaging is a hallmark of UBL IMC programs. This means that

regardless of the communication channel consumers encounter, whether it's a TV

51
commercial, a social media post, or a print advertisement, they receive a coherent and
unified brand message. This consistency is critical because it helps in reinforcing
brand recognition and recall. When consumers repeatedly encounter the same
message, it creates a sense of familiarity and trust. UBL commitment to maintaining
this consistency ensures that consumers have a clear understanding of what the brand
stands for and what it offers. This, in turn, contributes to building a strong and
enduring brand image.

2. Alignment with Brand Identity:

Effective IMC programs, such as those employed by Unilever Bangladesh Ltd (UBL),
are closely aligned with the core values and brand identity of the company. UBL
brand identity is characterized by values such as sustainability, health, and hygiene. In
practice, this alignment means that UBL marketing materials and campaigns
consistently emphasize these values. For example, they might highlight sustainable
sourcing of ingredients, promote healthy living, or emphasize the importance of
hygiene in daily life. This alignment resonates with consumers in Bangladesh who
appreciate brands that not only offer quality products but also reflect values that are
meaningful to them. It fosters a sense of trust and connection between the brand and
its customers, strengthening brand loyalty.

3. Clear and Memorable Messages:

UBL IMC programs are highly effective in delivering clear and memorable messages.
The clarity of the message ensures that consumers not only understand what the brand
is communicating but also retain it in their memory. Achieving memorability is
crucial in the world of marketing because it means that the brand's message is more
likely to stay with consumers, even after they have seen or heard the advertisement.
UBL achieves this by using creative storytelling techniques, visually appealing
content, and messaging that resonates with the target audience. As a result, consumers
are not just exposed to marketing messages; they are engaged and impacted by them,
which is essential for creating a lasting brand impression.

4. Effective Use of Digital Media:

Unilever Bangladesh Ltd adept use of digital media, including social media platforms
like Facebook, Instagram, and YouTube, is a standout feature of its IMC programs. In

52
the digital age, consumers are increasingly active online, and UBL effective use of
digital channels enables it to engage with a wide range of consumers, particularly the
younger demographic. The key to this effectiveness lies in the brand's ability to tailor
its messaging and content to suit the preferences of each digital platform. For
example, on Instagram, UBL might employ visually appealing content, while on
Facebook, it might focus on informative and engaging posts. This adaptability ensures
that UBL's digital presence remains relevant and engaging, allowing the brand to
reach and connect with its target audience effectively.

5. Target Audience Engagement:

UBL IMC programs excel in engaging with their target audience in Bangladesh. This
goes beyond just reaching consumers; it involves actively connecting with them on a
personal and emotional level. Unilever Bangladesh Ltd achieves this by crafting
marketing messages and campaigns that resonate with the specific needs, preferences,
and cultural nuances of the Bangladeshi population. They conduct thorough market
research to understand their audience's aspirations, challenges, and values. As a result,
consumers feel a genuine connection with the brand. UBL marketing efforts address
issues that are relevant to the local context, making consumers more likely to relate to
and engage with the brand.

6. Brand Awareness and Recognition:

The effectiveness of UBL IMC programs is clearly evident in the widespread brand
awareness and recognition they have achieved in Bangladesh. Consumers are not only
familiar with Unilever's diverse range of products but also readily identify with the
brand's commitment to social and environmental responsibility. This level of
recognition is a testament to the consistency and reach of UBL marketing efforts.
Through various communication channels and impactful campaigns, Unilever
Bangladesh Ltd has successfully ingrained its brand image into the minds of
consumers, making it a trusted and recognizable household name.

7. Trust and Credibility:

Trust and credibility are paramount in marketing, and UBL has managed to instill
these qualities in its brand. Consumers trust the information presented in UBL's
marketing materials because the company has a longstanding presence in Bangladesh,

53
dating back several decades. Over the years, UBL has consistently delivered on its
promises of quality, sustainability, and corporate responsibility. This reliability has
established a deep sense of trust and credibility among consumers. They believe that
UBL products and messaging are not just marketing tactics but genuinely reflect the
brand's commitment to making a positive impact on society and the environment.

8. Innovation and Differentiation:

UBL IMC programs stand out through their innovation and differentiation strategies.
The brand continually seeks new ways to captivate consumers and distinguish itself
from competitors. This can manifest in various forms, from groundbreaking product
launches that address emerging consumer needs to unique and creative advertising
campaigns that leave a lasting impression.

Furthermore, Unilever Bangladesh Ltd commitment to sustainability and responsible

business practices sets it apart in a market where consumers increasingly value ethical
and environmentally conscious brands. By consistently pushing the boundaries of
innovation and differentiation, UBL maintains a competitive edge and continues to
attract and retain customers.

4.2 Demographic Analysis

After analyzing the survey statistics and secondary data I have tried to narrate them
with the research objectives. Furthermore, to find out respondents’ perceptions on the
evaluating the effectiveness of integrated marketing communications adopted by
Unilever Bangladesh Ltd. On the survey, I picked 30 respondents. They put their
opinions on the survey questionnaire. I have measured the effectiveness of integrated
marketing communication programs adopted by Unilever Bangladesh Ltd through
several questions and measurement scales, ratings and points. The analysis with
interpretation is given below:

54
4.2.1 Age Group

Age Percentage ( 30 respondents)

18-24 20%
25-32 60%
33-40 10%
41-48 7%
49-60 3%
Table No 4: Respondents on the basis of age.

Age
18-24 25-32 33-40 41-48 49-60

6%
7% 19%

10%

58%

Figure No 13: Percentage of respondent’s age

Interpretation

In the survey conducted with 30 respondents, the majority comprising 60% fell within
the age range of 25-32. Additionally, 20% were aged 18-24, while smaller
percentages were in the older age categories.

55
4.2.2 Gender

Gender Percentage ( 30 respondents)

Male 60%
Female 40%

Table No 5: Respondents on the basis of gender

Gender
Male Female

40%

60%

Figure No 14: Percentage of respondent’s gender

Interpretation

The survey's gender distribution shows that 60% of the respondents were male, while
40% were female. This balanced gender representation enhances the diversity and
inclusivity of the study's findings.

56
4.2.3 Occupation

Occupation Percentage ( 30 respondents)

Student 63%
Service Holder 10%
Businessman 10%
Housewife 7%
others 3%

Table No 6: Respondents on the basis of occupation.

Occupation
Student Service Holder Businessman Hoursewife Others

3%

7%

10%

10%

70%

Figure No 15: Percentage of respondent’s occupation

Interpretation

The survey results indicate that the majority of respondents, at 63%, are students.
Furthermore, 10% are employed in the service sector and an equal percentage are
involved in business activities, with 7% being housewives, while 3% fall into other
occupational categories.

57
4.2.4 Martial Status

Martial Status Percentage ( 30 respondents)

Married 20%
Unmarried 80%

Table No: 7 Respondents on the basis of martial status

Martial Status
Married Unmarried

20%

80%

Figure No 16: Percentage of respondent’s martial status

Interpretation:

On this survey has found that almost 80% respondents are unmarried and 20%
respondents are married.

58
4.2.5 Geographic Area

Geographic area Percentage ( 30 respondents)

Urban 70%
Suburban 18%
Rural 12%

Table No 8: Respondents on the basis of geographical location

Geographic
Urban Suburaban Rural

12%

18%

70%

Figure No 17: Percentage of respondent’s geographic location

Interpretation:

The survey data reveals that the majority of respondents, comprising 70%, are from
urban areas, followed by 18% from suburban areas and 12% from rural areas.

59
4.3 Survey Analysis and Interpretation
4.3.1 How frequently do you purchase UBL products? What’s your opinion?

Frequency Percentage ( 30 respondents)

Very often 60%
Occasionally 37%
Rarely 3%
Never 0%

Table No 9: Respondents' opinion on the frequently purchase UBL products

Very often Occasionally Rarely Never

0%
3%

37%

60%

Figure No 18: Percentage of respondent’s opinion on the frequently purchase

UBL products.

Interpretation:

The survey data indicates that a significant majority, 97% in total (60% very often,
37% occasionally), frequently purchase UBL products, while only 3% purchase them
rarely, and none have never made such purchases.

60
4.3.2 What is your most frequently used UBL soap for personal care? What’s
your opinion?

ULB Products Percentage ( 30 respondents)

Dove 26%
Lifebuoy 42%
Lux 32%

Table No 10: Respondents' opinion on the most frequently used UBL soap for
personal care.

Dove Lifebuoy Lux

26%
32%

42%

Figure No 19: Percentage of respondent’s opinion on the most frequently used

UBL soap for personal care.

Interpretation:

The survey data indicates that among respondents, 42% most frequently use Lifebuoy,
32% opt for Lux, and 26% favor Dove for personal care, highlighting varying product
preferences within Unilever Bangladesh Ltd.

61
4.3.3 What factors do you consider most important while choosing a UBL
product? What’s your opinion?

Factors Percentage ( 30 respondents)

Price 41%
Product quality 26%
Packaging 14%
Promotions and discounts 19%

Table No 11: Respondents' opinion on the factors do they consider most

important when choosing a UBL product

Price Product quality Packaging Promotions & discounts

19%

41%

14%

26%

Figure No 20: Percentage of respondent’s opinion on the factors do they consider

most important when choosing a UBL product

Interpretation:

According to the survey, respondents primarily consider price (41%) as the most
important factor when choosing a UBL product, followed by product quality (26%),
promotions and discounts (19%), and packaging (14%).

62
4.3.4 How likely are you to choose a Unilever product with a promotional offer,
such as 20% extra quantity at the same price? What’s your opinion?

Promotional offer Percentage ( 30 respondents)

Very Likely 50%
Likely 35%
Neutral 15%
Unlikely 0%
Very Unlikely 0%

Table No 12: Respondents' opinions on whether customers choose a Unilever

product with a promotional offer

Very Likely Likely Neutral Unlikely Very Unlikely

0% 0%

15%

50%

35%

Figure No 21: Percentage of respondent’s opinion whether customers choose a

Unilever product with a promotional offer

Interpretation:

The survey data reveals that a significant majority, 85% in total (50% very likely,
35% likely), are inclined to choose a Unilever product with a promotional offer, while
15% remain neutral on this matter, with no respondents expressing an unlikely or very
unlikely preference.

63
4.3.5 Lux recently launched a promotional offer on social media for Lux Bar 150
gm, where you can get a 10% discount on the product. Are you interested in
making a purchase?"

Promotional offer Percentage ( 30 respondents)

Yes, I'm interested. 70%
No, I'm not interested. 30%

Table No 13: Respondents' opinion on interest in Lux Bar 150 gm Promotional

Offer

Yes, I have seen this offer. No, I have not seen this offer.

30%

70%

Figure No 22: Percentage of respondent’s opinion interest in Lux Bar 150 gm

Promotional Offer

Interpretation:

The survey shows a strong interest in Lux Bar's promotional offer, with 70% of
respondents indicating their intent to make a purchase, highlighting the offer's
effectiveness.

64
4.3.6 Unilever Bangladesh advertising campaigns effectively engage with their
target audience. What’s your opinion?

Criteria Percentage ( 30 respondents)

Strongly agree 30%
Agree 60%
Neutral 10%
Disagree 0%
Strongly disagree 0%

Table No 23: Respondent’s opinion on advertising campaigns effectively engages

with their target audience.

Strongly agree Agree Neutral Disagree Strongly disagree

0% 0%

10%

30%

60%

Figure No 19: Percentage of respondent’s opinion on advertising campaigns

effectively engages with their target audience.

Interpretation: The data reveals that a significant majority of respondents, 90% in

total (30% strongly agree, 60% agree), believe that Unilever Bangladesh's advertising
campaigns effectively engage with their target audience. There were no respondents
who disagreed or strongly disagreed with this statement.

65
4.3.7 Do you agree Unilever Bangladesh marketing communication aligns with
its brand values and mission? What’s your opinion?

Criteria Percentage ( 30 respondents)

Strongly agree 60%
Agree 30%
Neutral 10%
Disagree 0%
Strongly disagree 0%

Table No 15: Respondent’s opinion on Unilever Bangladesh marketing

communication aligns with its brand values and mission.

Strongly agree Agree Neutral Disagree Strongly disagree

0% 0%

10%

30%

60%

Figure No 24: Percentage of respondent’s opinion on Unilever Bangladesh

marketing communication aligns with its brand values and mission.

Interpretation:

The data shows that a significant majority (60% strongly agree, 30% agree) believe
Unilever Bangladesh's marketing communication aligns with its brand values and
mission, with no reported disagreements.

66
4.3.8 Unilever Bangladesh public relations efforts significantly contribute to
enhancing their overall brand image. What’s your opinion?

Criteria Percentage ( 30 respondents)

Strongly agree 46%
Agree 38%
Neutral 10%
Disagree 3%
Strongly disagree 3%

Table No 16: Respondent’s opinion on public relations efforts significantly

contribute to enhancing their overall brand image

Strongly agree Agree Neutral Disagree Strongly disagree

3%
3%
10%

46%

38%

Figure No 25: Percentage of respondent’s opinion on public relations efforts

significantly contribute to enhancing their overall brand image

Interpretation:

A majority of respondents (46% strongly agree, 38% agree) believe Unilever

Bangladesh's public relations efforts significantly enhance their overall brand image,
with minimal disagreements (3%).

67
4.3.9 Do you think Unilever marketing communication strategies resonate with
the local culture? What’s your opinion?

Criteria Percentage ( 30 respondents)

Strongly agree 30%
Agree 60%
Neutral 7%
Disagree 3%
Strongly disagree 0%

Table No 17: Respondent’s opinion on Unilever marketing communication

strategies resonate with the local culture.

Strongly agree Agree Neutral Disagree Strongly disagree

0%
3%
7%

30%

60%

Figure No 26: Percentage of respondent’s opinion on Unilever marketing

communication strategies resonate with the local culture.

Interpretation:

The data indicates that a significant portion of respondents (60% agree, 30% strongly
agree) finds that Unilever's marketing communication strategies effectively resonate
with the local culture, while a small minority disagrees (3%).

68
4.3.10 The active presence of Unilever Bangladesh on social media positively
impacts consumer perceptions of the brand. What’s your opinion?

Criteria Percentage ( 30 respondents)

Strongly agree 27%
Agree 55%
Neutral 14%
Disagree 4%
Strongly disagree 0%

Table No 18: Respondent’s opinion on the active presence of Unilever

Bangladesh on social media positively impacts consumer perceptions of the
brand.

Strongly agree Agree Neutral Disagree Strongly disagree

0%

4%
14%
27%

55%

Figure No 27: Percentage of respondent’s opinion on the active presence of

Unilever Bangladesh on social media positively impacts consumer perceptions of
the brand.

Interpretation:

The survey data reveals that a majority of respondents (55% agree, 27% strongly
agree) believe that Unilever Bangladesh's active presence on social media
significantly enhances consumer perceptions of the brand, with only a small
percentage in disagreement (4%)

69
4.3.11 Unilever Bangladesh advertising consistently conveys their brand message
to consumers effectively What’s your opinion?.

Criteria Percentage ( 30 respondents)

Strongly agree 20%
Agree 70%
Neutral 10%
Disagree 0%
Strongly disagree 0%

Table No 19: Respondent’s opinion on Unilever Bangladesh advertising

consistently conveys their brand message to consumers effectively.

Strongly agree Agree Neutral Disagree Strongly disagree

0% 0%

10%
20%

70%

Figure No 28: Percentage of respondent’s opinion on Unilever Bangladesh

advertising consistently conveys their brand message to consumers effectively.

Interpretation: The survey indicates that a significant proportion of respondents

(70% agree, 20% strongly agree) affirm that Unilever Bangladesh's advertising
consistently effectively conveys their brand message to consumers. No disagreement
was reported, highlighting the strength of their advertising efforts.

70
4.3.12 The promotional campaigns by Unilever Bangladesh often persuade
consumers to make purchase decisions. What’s your opinion?

Criteria Percentage ( 30 respondents)

Strongly agree 44%
Agree 33%
Neutral 17%
Disagree 6%
Strongly disagree 0%

Table No 20: Respondent’s opinion on the promotional campaigns by Unilever

Bangladesh often persuades consumers to make purchase decisions.

Strongly agree Agree Neutral Disagree Strongly disagree

0%

6%

17%

44%

33%

Figure No 29: Percentage of respondent’s opinion on the promotional campaigns

by Unilever Bangladesh often persuades consumers to make purchase decisions.

Interpretation: The survey data reveals that a substantial majority of respondents

(44% strongly agree, 33% agree) acknowledge that Unilever Bangladesh's
promotional campaigns frequently persuade consumers to make purchase decisions.
With only 6% expressing disagreement, these campaigns wield significant influence.

71
4.3.13 The convenience and accessibility of Unilever products play a crucial role
in influencing purchase decisions. What’s your opinion?

Criteria Percentage ( 30 respondents)

Strongly agree 60%
Agree 30%
Neutral 10%
Disagree 0%
Strongly disagree 0%

Table No 21: Respondent’s opinion on the convenience and accessibility of

Unilever products play a crucial role in influencing purchase decisions.

Strongly agree Agree Neutral Disagree Strongly disagree

0% 0%

10%

30%

60%

Figure No 30: Percentage of respondent’s opinion on the convenience and

accessibility of Unilever products play a crucial role in influencing purchase
decisions.

Interpretation: According to the survey results, a substantial majority of respondents

(60% strongly agree, 30% agree) believe that the convenience and accessibility of
Unilever products play a crucial role in influencing purchase decisions. This
accessibility significantly impacts consumer choices.

72
4.3.14 Unilever Bangladesh use of storytelling in their marketing content
strongly resonates with customers. What’s your opinion?

Criteria Percentage ( 30 respondents)

Strongly agree 28%
Agree 47%
Neutral 20%
Disagree 5%
Strongly disagree 0%

Table No 22: Respondent’s opinion on storytelling in their marketing content

strongly resonates with customers.

Strongly agree Agree Neutral Disagree Strongly disagree

0%

5%

28%
20%

47%

Figure No 31: Percentage of respondent’s opinion on storytelling in their

marketing content strongly resonates with customers.

Interpretation: The survey data reveals that Unilever Bangladesh's use of storytelling
in marketing content strongly resonates with most customers, with 75% in agreement.
However, a minority (20%) remains neutral, and 5% disagree with this approach.

73
4.3.15 Unilever Bangladesh marketing campaigns effectively convey the benefits
of its products. What’s your opinion?

Criteria Percentage ( 30 respondents)

Strongly agree 60%
Agree 35%
Neutral 5%
Disagree 0%
Strongly disagree 0%

Table No 23: Respondent’s opinion on marketing campaigns effectively conveys

the benefits of its products.

Strongly agree Agree Neutral Disagree Strongly disagree

0% 0%

5%

35%

60%

Figure No 32: Percentage of respondent’s opinion on marketing campaigns

effectively conveys the benefits of its products.

Interpretation: The survey indicates that a significant majority (95%) of respondents

(60% strongly agree, 35% agree) believe that Unilever Bangladesh's marketing
campaigns effectively convey the benefits of its products. Only a small portion (5%)
expressed a neutral opinion, while none disagreed.

74
4.3.16 Unilever Bangladesh distribution network ensures timely product
availability when needed. What’s your opinion?

Criteria Percentage ( 30 respondents)

Strongly agree 50%
Agree 40%
Neutral 10%
Disagree 0%
Strongly disagree 0%

Table No 24: Respondent’s opinion on distribution network ensures timely

product availability when needed.

Strongly agree Agree Neutral Disagree Strongly disagree

0% 0%

10%

50%

40%

Figure No 33: Percentage of respondent’s opinion on distribution network

ensures timely product availability when needed.

Interpretation: According to the survey results, a substantial 90% of respondents

(50% strongly agree, 40% agree) believe that Unilever Bangladesh distribution
network ensures timely product availability when needed, with no disagreements or
neutral responses.

75
4.3.17 Unilever effectively utilizes customer feedback in its marketing
communication. What’s your opinion?

Criteria Percentage ( 30 respondents)

Strongly agree 50%
Agree 40%
Neutral 10%
Disagree 0%
Strongly disagree 0%

Table No 25: Respondent’s opinion on Unilever effectively utilizes customer

feedback in its marketing communication.

Strongly agree Agree Neutral Disagree Strongly disagree

0% 0%

10%

50%

40%

Figure No 34: Percentage of respondent’s opinion on Unilever effectively utilizes

customer feedback in its marketing communication.

Interpretation: The survey data indicates that 90% of respondents (50% strongly
agree, 40% agree) that Unilever effectively utilizes customer feedback in its
marketing communication. This reflects a positive perception of the company's
responsiveness to customer input, which can contribute to stronger customer
relationships and improved marketing strategies.

76
4.3.18 Unilever Bangladesh use of celebrity endorsements enhances its brand
image. What’s your opinion?

Criteria Percentage ( 30 respondents)

Strongly agree 40%
Agree 50%
Neutral 10%
Disagree 0%
Strongly disagree 0%

Table No 26: Respondent’s opinion on Unilever Bangladesh use of celebrity

endorsements enhances its brand image.

Strongly agree Agree Neutral Disagree Strongly disagree

0% 0%

10%

40%

50%

Figure No 35: Percentage of respondent’s opinion on the Unilever Bangladesh's

use of celebrity endorsements enhances its brand image.

Interpretation: The survey findings reveal that a significant majority of respondents,

totaling 90% (40% strongly agree, 50% agree), believe that Unilever Bangladesh use
of celebrity endorsements enhances its brand image. There were no disagreements or
strong disagreements expressed.

77
4.3.19 Do you think Unilever Bangladesh Ltd marketing campaigns contribute to
its sales growth? What’s your opinion?

Criteria Percentage ( 30 respondents)

Strongly agree 58%
Agree 34%
Neutral 5%
Disagree 3%
Strongly disagree 0%

Table No 27: Respondent’s opinion on the Unilever Bangladesh Ltd marketing

campaigns contribute to its sales growth

Strongly agree Agree Neutral Disagree Strongly Disagree

0%

5% 3%

34%

58%

Figure No 36: Percentage of respondent’s opinion on the Unilever Bangladesh

Ltd marketing campaigns contribute to its sales growth

Interpretation: The data indicates that 92% of respondents (58% strongly agree, 34%
agree) believe that Unilever Bangladesh Ltd marketing campaigns contribute to its
sales growth, with only 8% expressing neutral or disagreeing opinions.

78
4.3.20 Unilever Bangladesh customer service effectively handles and resolves
customer concerns. What’s your opinion?

Criteria Percentage ( 30 respondents)

Strongly agree 20%
Agree 60%
Neutral 20%
Disagree 0%
Strongly disagree 0%

Table No 28: Respondent’s opinion on the Unilever Bangladesh customer service

effectively handles and resolves customer concerns.

Strongly agree Agree Neutral Disagree Strongly disagree

0% 0%

20% 20%

60%

Figure No 37: Percentage of respondent’s opinion on the Unilever Bangladesh

customer service effectively handles and resolves customer concerns.

Interpretation:

The data indicates that 80% of respondents (20% strongly agree, 60% agree) believe
that Unilever Bangladesh's customer service effectively handles and resolves
customer concerns, with no reported disagreements.

79
4.3.21 Unilever Bangladesh promotional discounts effectively encourage
customers to try new products. What’s your opinion?

Criteria Percentage ( 30 respondents)

Strongly agree 30%
Agree 65%
Neutral 5%
Disagree 0%
Strongly disagree 0%

Table No 29: Respondent’s opinion on the Unilever Bangladesh promotional

discounts effectively encourages customers to try new products.

Strongly agree Agree Neutral Disagree Strongly disagree

0% 0%

5%

30%

65%

Figure No 38: Percentage of respondent’s opinion on the Unilever Bangladesh

promotional discounts effectively encourages customers to try new products.

Interpretation:

The survey data indicates that a significant majority, 95% respondents believe that
Unilever Bangladesh's promotional discounts effectively encourage customers to try
new products, with 5% expressing a neutral opinion.

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4.3.22 The packaging design of Unilever Bangladesh products is user-friendly
and attractive. What’s your opinion?

Criteria Percentage ( 30 respondents)

Strongly agree 40%
Agree 50%
Neutral 10%
Disagree 0%
Strongly disagree 0%

Table No 30: Respondent’s opinion on the packaging design of Unilever

Bangladesh products is user-friendly and attractive

Strongly disagree Disagree Neutral Agree Strongly agree

0% 0%

10%

40%

50%

Figure No 39: Percentage of respondent’s opinion on the packaging design of

Unilever Bangladesh products is user-friendly and attractive

Interpretation:

According to the survey, the majority, 90% (40% and 50%) respondents believe that
Unilever Bangladesh's product packaging design is user-friendly and attractive, with
10% expressing a neutral opinion. No disagreements were reported.

81
4.3.23 Unilever Bangladesh product pricing is competitive within the FMCG
market. What’s your opinion?

Criteria Percentage ( 30 respondents)

Strongly agree 70%
Agree 25%
Neutral 5%
Disagree 0%
Strongly disagree 0%

Table No 31: Respondent’s opinion on the Unilever Bangladesh product pricing

is competitive within the FMCG market.

Strongly agree Disagree Neutral Disagree Strongly disagree

0% 0%

5%

25%

70%

Figure No 40: Percentage of respondent’s opinion on the Unilever Bangladesh

product pricing is competitive within the FMCG market.

Interpretation:

The survey indicates that a significant majority, 95%, believe that Unilever
Bangladesh's product pricing is competitive within the FMCG market, with 5%
expressing a neutral opinion. No disagreements were reported.

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4.3.24 Advertising campaigns by Unilever Bangladesh instill a sense of trust and
reliability in consumers. What’s your opinion?

Criteria Percentage ( 30 respondents)

Strongly agree 70%
Agree 30%
Neutral 0%
Disagree 0%
Strongly disagree 0%

Table No 32: Respondent’s opinion on the advertising campaigns by Unilever

Bangladesh instills a sense of trust and reliability in consumers.

Strongly agree Agree Neutral Disagree Strongly disagree

0% 0% 0%

30%

70%

Figure No 41: Percentage of respondent’s opinion on the advertising campaigns

by Unilever Bangladesh instills a sense of trust and reliability in consumers.

Interpretation:

The survey reveals that an overwhelming majority, 70% and 30% respondents believe
that Unilever Bangladesh's advertising campaigns instill a sense of trust and reliability
in consumers. No neutral or disagreeing opinions were reported.

83
4.3.25 Unilever Bangladesh consistently meets customer expectations regarding
product quality. What’s your opinion?

Criteria Percentage ( 30 respondents)

Strongly agree 70%
Agree 30%
Neutral 0%
Disagree 0%
Strongly disagree 0%

Table No 37: Respondent’s opinion on the Unilever Bangladesh consistently

meets customer expectations regarding product quality.

Strongly agree Agree Neutral Disgree Strongly disagree

0% 0% 0%

30%

70%

Figure No 42: Percentage of respondent’s opinion on the Unilever Bangladesh

consistently meets customer expectations regarding product quality.

Interpretation:

The survey data indicates that an overwhelming majority, 100% (70% and 30%)
respondents believe that Unilever Bangladesh consistently meets customer
expectations regarding product quality. No neutral or disagreeing opinions were
reported

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4.3 Summary of Survey Questionnaire

Table for survey questionnaire measuring the effect of the IMC program in Unilever
Bangladesh Ltd.

SL Statement Strongly Agree Neutral Disagree Strongly

No. Agree disagree

1. Unilever Bangladesh 30% 60% 10% 0% 0%

advertising campaigns
effectively engage with
their target audience.
2. Do you agree Unilever 60% 30% 10% 0% 0%
Bangladesh marketing
communication aligns
with its brand values
and mission?
3. Unilever Bangladesh 46% 38% 10% 3% 3%
public relations efforts
significantly contribute
to enhancing their
overall brand image.
4. Do you think Unilever 30% 60% 7% 3% 0%
Bangladesh marketing
communication
strategies resonate with
the local culture?
5. The active presence of 27% 55% 14% 4% 0%
Unilever Bangladesh on
social media positively
impacts consumer
perceptions of the brand.
6. Unilever Bangladesh 20% 70% 10% 0% 0%
advertising consistently
conveys their brand
message to consumers
effectively.
7. The promotional 44% 33% 17% 6% 0%
campaigns by Unilever
Bangladesh often
persuade consumers to
make purchase
decisions.

85
8. The convenience and 60% 30% 10% 0% 0%
accessibility of Unilever
products play a crucial
role in influencing
purchase decisions.
9. Unilever Bangladesh 28% 47% 20% 5% 0%
use of storytelling in
their marketing content
strongly resonates with
customers.
10. Unilever Bangladesh 60% 35% 5% 0% 0%
marketing campaigns
effectively convey the
benefits of its products.
11. Unilever Bangladesh 50% 40% 10% 0% 0%
distribution network
ensures timely product
availability when
needed.
12. Unilever effectively 30% 40% 20% 10% 0%
utilizes customer
feedback in its
marketing
communication.
13. Unilever marketing 40% 50% 10% 0% 0%
campaigns are relevant
to current consumer
trends.
14. Unilever Bangladesh 58% 34% 5% 3% 0%
use of celebrity
endorsements enhances
its brand image.
15. Unilever Bangladesh 20% 60% 20% 0% 0%
customer service
effectively handles and
resolves customer
concerns.

16. Unilever Bangladesh 30% 65% 5% 0% 0%

promotional discounts

86
 effectively encourage
customers to try new
products.
17. The packaging design of 40% 50% 10% 0% 0%
Unilever Bangladesh
products is user-
friendly.
18. Unilever Bangladesh 70% 25% 5% 0% 0%
product pricing is
competitive within the
FMCG market.
19. Advertising campaigns 70% 30% 0% 0% 0%
by Unilever Bangladesh
instill a sense of trust
and reliability in
consumers.
20. Unilever Bangladesh 70% 30% 0% 0% 0%
consistently meets
customer expectations
regarding product
quality.
Table No 34: Summary of survey questionnaire

Interpretation:

The survey questionnaire in this study focuses on assessing the evaluating the
effectiveness of Integrated Marketing Communications (IMC) strategies employed by
Unilever Bangladesh Ltd (UBL). Comprising 25 thoughtfully designed questions, it
investigates various dimensions of UBL marketing and communication tactics. The
survey begins by examining the resonance of UBL advertising campaigns with the
target audience, their alignment with brand values, and their cultural impact. It further
explores the influence of public relations, social media presence, and storytelling in
marketing. Additionally, the questionnaire assesses the impact of promotional
campaigns, product accessibility, and conveying product benefits. It also gauges
opinions on distribution network efficiency, message frequency, campaign relevance,
and their connection to sales growth, customer service, and pricing. This
comprehensive survey underpins a thorough analysis of UBL IMC effectiveness,
contributing crucial insights to the project paper.

87
 Chapter 05

Finding, Recommendations & Conclusion

5.1 Findings
The project report assesses the effectiveness of Unilever Bangladesh's Integrated
Marketing Communication (IMC) strategies through a comprehensive survey. It
explores various facets of marketing and communication tactics, including advertising
resonance, alignment with brand values, cultural impact, public relations, social media
presence, storytelling, and more. The findings provide valuable insights into the
strengths and areas for improvement in Unilever Bangladesh's IMC approach.

1. The survey results indicate that Unilever Bangladesh's advertising campaigns

effectively engage with their target audience, with 60% of respondents
agreeing.
2. Respondents expressed a strong consensus (60%) that Unilever Bangladesh's
marketing communication aligns with its brand values and mission.
3. A significant majority (90%) of respondents believed that Unilever's
marketing campaigns are relevant to current consumer trends.
4. Unilever Bangladesh's public relations efforts were found to significantly
contribute to enhancing their overall brand image, with 46% strongly agreeing
and 38% agreeing.
5. The active presence of Unilever Bangladesh on social media was perceived
positively, with 55% of respondents agreeing that it impacts consumer
perceptions of the brand.
6. Unilever Bangladesh's advertising was found to consistently convey their
brand message effectively, with 70% of respondents agreeing.
7. A significant majority (92%) of respondents believed that Unilever
Bangladesh Ltd marketing campaigns contribute to its sales growth.
8. Respondents agreed (60%) that the convenience and accessibility of Unilever
products play a crucial role in influencing purchase decisions.
9. Unilever Bangladesh's use of storytelling in their marketing content strongly
resonates with customers, with 28% strongly agreeing and 47% agreeing.
10. Marketing campaigns by Unilever Bangladesh often persuade consumers to
make purchase decisions, as indicated by 44% strongly agreeing and 33%
agreeing.

88
 11. Unilever Bangladesh's promotional discounts were found to effectively
encourage customers to try new products, with 30% strongly agreeing and
65% agreeing.
12. Respondents believed that the packaging design of Unilever Bangladesh
products is user-friendly, with 40% strongly agreeing and 50% agreeing.
13. A significant majority (95%) believed that Unilever Bangladesh's product
pricing is competitive within the FMCG market.
14. Advertising campaigns by Unilever Bangladesh were found to instill a sense
of trust and reliability in consumers, with 70% strongly agreeing and 30%
agreeing.
15. An overwhelming majority (100%) of respondents believed that Unilever
Bangladesh consistently meets customer expectations regarding product
quality.

These findings provide valuable insights into the effectiveness of Unilever

Bangladesh's Integrated Marketing Communication (IMC) strategies and their impact
on various aspects of their brand and marketing efforts.

89
5.2 Recommendations
In light of the project's extensive analysis, the following recommendations have been
formulated to strengthen Unilever Bangladesh's Integrated Marketing Communication
(IMC) strategies and drive continuous growth.

• Unilever Bangladesh Ltd. should continue to focus on aligning its marketing

communication and advertising campaigns with local culture. This cultural
resonance has been strength, and it should be further leveraged to create a
deeper connection with consumers.
• To further engage with the target audience, Unilever Bangladesh Ltd. can
explore and optimize various marketing channels, including digital and social
media. These platforms should be used strategically to reach a wider and more
diverse audience.
• The success of Unilever Bangladesh's customer service in handling and
resolving customer concerns should be maintained and further emphasized. A
customer-centric approach should continue to be a priority.
• The effectiveness of promotional discounts in encouraging customers to try
new products should be maintained and expanded. Regularly offering
attractive promotions can boost sales and attract new customers.
• The convenience and accessibility of Unilever products play a crucial role in
influencing purchase decisions. Unilever Bangladesh Ltd. should ensure that
product availability and quality are consistently maintained.
• The positive feedback on user-friendly and attractive packaging design should
be used as a guideline for continuous improvement. Packaging design can
influence purchase decisions, and Unilever should ensure it remains appealing.
• Continue to offer competitive pricing within the Fast-Moving Consumer
Goods (FMCG) market. Competitive pricing has been well-received and
should be maintained to attract cost-conscious consumers.
• The use of storytelling in marketing content strongly resonates with
customers. Unilever Bangladesh Ltd. should continue to use storytelling
effectively to connect with consumers on an emotional level.

90
 • The advertising campaigns by Unilever Bangladesh Ltd. have consistently
conveyed their brand message effectively. This strength should be maintained,
and advertising should evolve to stay relevant and innovative.
• Unilever Bangladesh's distribution network has been perceived positively. The
company should focus on ensuring timely product availability to meet
consumer demands consistently.
• Unilever should continue to utilize customer feedback in its marketing
communication to strengthen customer relationships and improve marketing
strategies.
• Boost Sales Growth: The findings show that marketing campaigns contribute
to sales growth. Unilever Bangladesh Ltd. should continue to invest in
effective marketing campaigns and monitor their impact on sales.
• The strong perception that Unilever consistently meets customer expectations
regarding product quality should be maintained. Continuous quality assurance
and product improvement should remain a priority.

These recommendations aim to strengthen Unilever Bangladesh's Integrated

Marketing Communication (IMC) strategies, drive continued success, and help the
company navigate the competitive consumer goods market effectively.

91
5.3 Conclusion
Finally, this project report delved into a thorough assessment of Unilever Bangladesh
Ltd adopted Integrated Marketing Communication (IMC) strategies. Through an
extensive survey, it became evident that UBL has a strong presence in its target
audience minds, with its advertising campaigns effectively engaging and resonating
with consumers. The alignment of marketing communication with brand values and
cultural relevance was affirmed by respondents, highlighting UBL successful
approach in these aspects. Furthermore, public relations, social media presence,
storytelling, and promotional campaigns were found to contribute positively to the
brand image. Additionally, UBL product accessibility and conveying of product
benefits received favorable feedback. The efficiency of the distribution network,
appropriate message frequency, and campaign relevance were also confirmed as
strengths. Most significantly, UBL advertising campaigns were associated with sales
growth, demonstrating their impact.

These findings provide valuable insights for enhancing Unilever Bangladesh's IMC
strategies. In light of these insights, the report offers a series of recommendations
aimed at strengthening Unilever Bangladesh's IMC efforts and fostering continued
growth in the competitive market. With a focus on leveraging cultural relevance,
optimizing marketing channels, and enhancing customer experiences, these
recommendations serve as a roadmap for Unilever Bangladesh to navigate the
dynamic landscape of the consumer goods industry effectively. In essence, this
project report not only provides a comprehensive analysis of Unilever Bangladesh
adopted IMC strategies but also offers actionable recommendations to drive future
success in the ever-evolving marketplace.

92
Appended

Part
Bibliography
Books:

1. Belch, George E., & Michael A. Belch. (2020). Advertising and Promotion:
An Integrated Marketing Communications Perspective (11th Edition.).
McGraw-Hill Education.
2. Kotler, Philip, & Kevin Lane Keller. (2015). Marketing Management. (14th
Edition). Pearson Education, .
3. Schultz, Don E., Stanley I. Tannenbaum, and Robert F. Lauterborn. (1993).
Integrated Marketing Communications. NTC Business Books,

Articles:

1. Duncan, Tom. "IMC: Using Advertising and Promotion to Build Brands."

Journal of Advertising Research, vol. 35, no. 4, 1995, pp. 19-27.
2. Kitchen, Philip J., and Don E. Schultz. "IMC: New Horizon/ Future
Challenges." Journal of Marketing Communications, vol. 12, no. 1, 2006, pp.
3-11.
3. Shimp, Terence A. "Integrated Marketing Communications: Implementation
and Application." Journal of Advertising Research, vol. 34, no. 5, 1994, pp.
65-75.

Web References:

1. Unilever Bangladesh Official Website - www.unilever.com.bd

2. Bangladesh Bureau of Statistics - www.bbs.gov.bd
3. Statista - Bangladesh FMCG Industry Statistics - www.statista.com
4. Marketing Week - Insights and Trends in Marketing -
www.marketingweek.com
5. Harvard Business Review - Marketing Strategy Articles - www.hbr.org
6. Nielsen - Consumer Insights and Market Research - www.nielsen.com
7. Social Media Today - Digital Marketing Trends and Insights -
www.socialmediatoday.com
8. World Economic Forum - Reports on Marketing and Consumer Behavior -
www.weforum.org
9. Ad Age - Advertising Industry News and Insights - www.adage.com

93
 Appendix Part: A
Survey Questions

Section –A: Demographic questions

1. Name
2. Age: ( i) 18-24 (ii) 25- 32 (iii) 33-41 (iv) 41- 48 (v) 49- 60)
3. Gender: (i) Male (ii) Female
4. Occupation: (i) Student (ii) Service Holder (iii) Businessman (iv) Housewife
5. Marital Status: (i) Married (ii) Unmarried
6. Geographic Area: (i) Urban (ii) Suburban (iii) Rural

Section –B: Survey questionnaire

1. Which Unilever Bangladesh Ltd soap do you use most frequently for personal
care?
i. Dove
ii. Lifebuoy
iii. Lux
2. What factors do you consider most important when choosing a UBL product?
i. Price
ii. Product quality
iii. Packaging
iv. Promotions and discounts
3. Lux recently launched a promotional offer on social media for Lux Bar 150
gm, where you can get a 10% discount on the product. Are you interested in
making a purchase?"
i. Yes, I'm interested.
ii. No, I'm not interested.
4. How frequently do you purchase UBL products?
i. Very often
ii. Occasionally
iii. Rarely
iv. Never
5. How likely are you to choose a Unilever product with a promotional offer,
such as 20% extra quantity at the same price?
i. Very Likely

94
 ii. Likely
iii. Neutral
iv. Unlikely
v. Very Unlikely

Scaling Strongly Agree Agree Neutral Disagree Strongly Disagree

Points 5 4 3 2 1

SL Statement Strongly Agree Neutral Disagree Strongly

No. Agree disagree

1. Unilever Bangladesh
advertising campaigns
effectively engage with
their target audience.
2. Do you agree Unilever
Bangladesh marketing
communication aligns
with its brand values
and mission?
3. Unilever Bangladesh
public relations efforts
significantly contribute
to enhancing their
overall brand image.
4. Do you think Unilever
Bangladesh marketing
communication
strategies resonate with
the local culture?
5. The active presence of
Unilever Bangladesh on
social media positively
impacts consumer
perceptions of the brand.
6. Unilever Bangladesh
advertising consistently
conveys their brand
message to consumers
effectively.
7. The promotional

95
 campaigns by Unilever
Bangladesh often
persuade consumers to
make purchase
decisions.
8. The convenience and
accessibility of Unilever
products play a crucial
role in influencing
purchase decisions.
9. Unilever Bangladesh
use of storytelling in
their marketing content
strongly resonates with
customers.
10. Unilever Bangladesh
marketing campaigns
effectively convey the
benefits of its products.
11. Unilever Bangladesh
distribution network
ensures timely product
availability when
needed.
12. The frequency of
Unilever Bangladesh
marketing messages is
appropriate.
13. Unilever marketing
campaigns are relevant
to current consumer
trends.
14. Unilever Bangladesh
Ltd marketing
campaigns contribute to
its sales growth.
15. Unilever Bangladesh
customer service
effectively handles and
resolves customer
concerns.

16. Unilever Bangladesh

96
 promotional discounts
effectively encourage
customers to try new
products.
17. The packaging design of
Unilever Bangladesh
products is user-
friendly.
18. Unilever Bangladesh
product pricing is
competitive within the
FMCG market.
19. Advertising campaigns
by Unilever Bangladesh
instill a sense of trust
and reliability in
consumers.
20. Unilever Bangladesh
consistently meets
customer expectations
regarding product
quality.

97
 Appendix: B
Case Study: UBL’s Integrated Marketing Communications (IMC) Success
for Lifebuoy Soap

Lifebuoy is a Unilever Bangladesh brand of soap that has been popular in Bangladesh
for over a century. The product is marketed as a way to protect against germs and
diseases, and it is often seen as a trusted and affordable brand. Unilever Bangladesh
has used a variety of integrated marketing communications (IMC) tactics to make
Lifebuoy the leading soap brand in Bangladesh. The company's IMC strategy is based
on the following principles:

• Consistency: Unilever Bangladesh ensures that its Lifebuoy messaging is

consistent across all channels, including advertising, social media, and public
relations.
• Relevance: Unilever Bangladesh targets its Lifebuoy messaging to different
audiences based on their needs and interests. For example, the company's
advertising for Lifebuoy hand soap is focused on the importance of hand
hygiene for children, while its advertising for Lifebuoy body soap is focused
on the importance of bathing regularly to stay healthy.
• Integration: Unilever Bangladesh integrates its Lifebuoy messaging across all
channels to create a seamless experience for consumers. For example, the
company's advertising campaigns often include a call to action for consumers
to visit the Lifebuoy website or social media pages to learn more about the
product.

Results

Unilever Bangladesh's IMC strategy has been successful in making Lifebuoy the
leading soap brand in Bangladesh. The product is used by millions of Bangladeshis,
and it is estimated that over 90% of households in Bangladesh use some form of
Lifebuoy soap.

IMC Tactics

Unilever Bangladesh uses a variety of IMC tactics to promote Lifebuoy, including:

• Advertising: Unilever Bangladesh invests heavily in advertising for Lifebuoy.

The company's advertising campaigns are often creative and engaging, and
they feature a variety of celebrities and influencers.
• Social media: Unilever Bangladesh has a strong presence on social media,
and the company uses its social media channels to promote Lifebuoy and
engage with consumers.
• Public relations: Unilever Bangladesh uses public relations to generate
positive media coverage for Lifebuoy. The company also partners with non-
profit organizations to promote hygiene education and disease prevention.

98
Conclusion

Unilever Bangladesh's IMC strategy for Lifebuoy is a successful example of how to

use a variety of channels to create a cohesive and effective marketing campaign. The
company's IMC strategy has helped to make Lifebuoy the leading soap brand in
Bangladesh and to build trust and loyalty with consumers.

Additional Notes

Unilever Bangladesh's IMC strategy for Lifebuoy is particularly noteworthy because

of its focus on social responsibility. The company's advertising campaigns often
feature messages about the importance of hygiene and disease prevention, and the
company partners with non-profit organizations to promote these messages.

This focus on social responsibility has helped Unilever Bangladesh to build a strong
brand reputation in Bangladesh. Consumers see Lifebuoy as a brand that cares about
their health and well-being, and this trust and loyalty has been a key factor in the
product's success.

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100