Super Value Shop

8/7/2019 Super Value Shop

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1 | Super Value Shop

MARKETING STRATEGY & LOGISTICS MANAGEMENTAN EVALUATION ON SUPER VALUE SHOP: A PROJECT OF UNILEVER

Introduction

1. Unilever, Bangladesh is one of the largest multinational companies in Bangladesh. It has

got food items, beauty & living items, health care items, personal care items etc. Presently

Unilever has got the largest distribution channel in Bangladesh. Besides maintaining quality of

consumer goods Unilever has got an excellent set of marketing and sales team. Throughout the

year Unilever continue with different types of sales promotions including programs for

Corporate Social Responsibilities (CSR). General Traders are the major contributor of Unilevers

revenue generation. Unilever was in search of such a program which can enhance traders

initiative in selling their product. The answer is Super Value Shop (SVS)

2. In fact SVS is a solution for all. It benefits the traders as well as the consumers. Besides

that Unilever can secure a lucrative display in the shop. Consumers also get a better

environment for shopping. As part of SVS promotions Unilever selected few shops around

Bangladesh which are located in good crowded place, has a good sale as potential SVS. After

necessary analysis and scrutiny Unilever selected around 1000 shops as SVS. These shops

entitled to enjoy more sales promotions, incentives etc and on the other hand their sales margin

also increased, more so they need to provide an unique display sight for Unilever products.

Aim

3. The aim of this paper is to draw a brief differentiation between SVS and normal grocery

shops.

Objectives

4. Basing on the aim the objectives set are as follows:

a. Super Value Shop (SVS) & Its Specialty.

b. Difference between SVS and Normal Grocery Shop.

c. Trade Promotion through SVS.

d. Benefit to the Traders.




Scope of Study

5. To achieve the objectives this team visited several SVS and normal grocery shop in

Dhanmondi, Lamatia, Mohammadpur etc. This team also exchanged view with the traders and

collected their realization about Unilever, SVS etc. We asked lots of questions to them and they

cleared all our queries. Af terwards we complied, analyzed those and narrated in subsequent

notes with our logic and teaching.

Super Value Shop & Its Specialty

6. Unilever selects shops which have already good reputation in the area in terms of sales,

good will etc. They offer those shops to work as a Brand Ambassador for Unilever bearing

special Logo and billboards. Besides that they provide certain extra benefits to these traders as

incentives, which are as follows:

a. Unilever provides the Billboard bearing SVS logo free of cost.

b. Unilever pays the electricity cost for the billboards.

c. Beside the normal trade promotions SVS also enjoys extra trade promotions. Like

SVS are given margin of sales and if they can achieve it, they are provided with some

Unilever good free of cost. Example: If a SVS can sell 2 cartoons of Ponds cream within a

week they get 2 Sunsilk Shampoo/ other goods free.

d. SVS need to provide exclusive corner of their shop for Unilever products. Unilever

provides necessary shelf for that corner. Unilever sales personneldecorate/arrange/rearrange that self with their products at least twice a week.

e. Unilever arranges trade promotion meeting/ social gathering in regular interval

where SVS owners are invited. Necessary knowledge regarding trade promotions are

briefed. Unilever also arranges annual picnic.

f. Unilever provides souvenirs/gifts etc during social gathering.

Billboard SVS Shelf SVS Shelf




Difference between SVS and Normal Grocery Shop

7. SVS receives extra care from Unilever where as normal grocery shops do not get extra

advantage. Though service by Unilever sales personnel is much better than any other but in

comparison with the SVS normal grocery shops gets little less care. As we already know what

extra benefits SVS receives from Unilever from the previous paragraph. Now we can see what

benefits the normal grocery stores get:

a. Normal traders enjoy regular benefits which Unilever gives to all stores.

b. Frequency of sales personnel visit is lesser than SVS.

c. Unilever do provide flyers, poster to normal traders but they do not provide any

support for the shelf or billboards.

d. There is exclusive corner allotted for Unilever product but off course it depends

upon the trader.

e. Motivation for the normal traders normally done in lesser frequency and most of

the time it is in the store.

Normal Store Normal Store Display

Normal Store: Mixing Up

Various Brands




Trade Promotion through SVS

8. Through SVS Unilever enhances their trade promotions in following ways:

a. As SVS has got separate space Unilever remains in advantageous position than that

of their competitors in space management.

b. As there are lots of incentives from Unilever, traders feel interested sellingUnilever goods. They sometime work as advertising agent for a product.

c. Billboards, decorated shelves etc increases the beautification of store. Consumers

are going to like the store.

d. As there are social gathering arranged by Unilever, SVS traders feel themselves as

part of family of Unilever. Thats why they consider trading Unilever product as their own

product.

e. Separate display for Unilever products also attracts customer to buy Unilever

products. It easily attracts customers view.

f. It works as a revenue generation project both for SVS and Unilever.

g. Unilever able to maintain a good relationship with traders which ensures good

information flow regarding demand and supply.

Benef it to the Traders

9. SVS traders are benefited in many ways:

a. Good flyers, shelves, billboards attract more customers.

b. Traders can save some of it power consumption and decoration cost as these are

given by Unilever.

c. Traders get educated in business strategy through various instruction sessions

arranged by Unilever.

d. SVS can generate revenue better than normal stores.

e. Customers also attracted seeing Unilever logo as this is reputed company.

f. Can maintain good relation with manufacturer.

Normal Store SVS




Conclusions

10. Super Value Shop is a very successful project of Unilever. Through this program Unilever

maintain a close relation with the traders who can feed actual information about market. This

definitely helps Unilever to do a good forecasting. The experience says that this program

increased Unilevers revenue earning. Its a good trade promotion program.

Documents

Super Value Shop