Introduction:In this competitive business world, marketing is an essential part of any company. The main two ideas of marketing are to attract the market and do the activities to retain them.In order to do the jobs of marketing, a proper marketing strategy is very important. Without having a complete plan the job of marketing will left with many excuses and even it could create a disturbing consequence for the company. So, to have an appropriate marketing strategy for every product of the company is very necessary.There are many companies in Bangladesh serving to people. All the leading companies have a strong marketing department where the marketing strategies and marketing mix are made.Unilever is one of the leading company in Bangladesh, which is serving the people of Bangladesh over four decades. Unilever has many brands to serve with. Those are Wheel, Lux, Lifebuoy, Fair & Lovely, Ponds, Close-Up, Taaza, Sunsilk, Pepsodent, Clear, Vim, SurfExel, Dove, Vaseline, Lakme & Axe.Lets take a quick glance of this global brand named Unilever.

No matter who you are, or where in the world you are, the chances are that our products are a familiar part of your daily routine. Every day, around the world, people reach for Unilever products.Unilever Global Unilever is an Anglo-Dutch company, with a history of colonial exploitation, on which it has gradually built its capital. Today it owns most of the world's consumer product brands in food, beverages, cleaning agents and personal care products. Unilever employs more than 247,000 people and had worldwide revenue of 48 760 million in 2002. Unilever has two parent companies: Unilever NV in Rotterdam, Netherlands, and Unilever PLC in London, United Kingdom. This arrangement is similar to that of Reed Elsevier, and that of Royal Dutch Shell prior to their unified structure. Both Unilever companies have the same directors and effectively operate as a single business. The current non-executive Chairman of Unilever N.V. and PLC is Antony Burgmans while Patrick Cescau is Group Chief Executive. Unilever's major competitors include Nestl and Procter & Gamble.History of Unilever William Hesketh Lever founded Lever Brothers in 1885. Lever established soap factories around the world. In 1917, he began to diversify into foods, acquiring fish, ice cream and canned foods businesses. In the Thirties, Unilever introduced improved technology to the business. The business grew and new ventures were launched in Latin America. The entrepreneurial spirit of the founders and their caring approach to their employees and their communities remain at the heart of Unilever's business today. Unilever was formed in 1930 when the Dutch margarine company Margarine Unie merged with British soap maker Lever Brothers. Companies were competing for the same raw materials, both were involved in large-scale marketing of household products and both used similar distribution channels. Between them, they had operations in over 40 countries. Margarine Unie grew through mergers with other margarine companies in the 1920s. In a history that now crosses three centuries, Unilever's success has been influenced by the major events of the day economic boom, depression, world wars, changing consumer lifestyles and advances in technology. And throughout they've created products that help people get more out of life cutting the time spent on household chores, improving nutrition, enabling people to enjoy food and take care of their homes, their clothes and themselves. Through this timeline you'll see how UBL brand portfolio has evolved. At the beginning of the 21st century, path to Growth strategy focused us on global high-potential brands and Vitality mission is taking us into a new phase of development. More than ever, how brands are helping people 'feel good, look good and get more out of life' a sentiment close to Lord Leverhulme's heart over a hundred years ago.

TIMELINE9th centuryAlthough Unilever wasn't formed until 1930, the companies that joined forces to create the business we know today were already well established before the start of the 20th century.

1900sUnilever's founding companies produced products made of oils and fats, principally soap and margarine. At the beginning of the 20th century their expansion nearly outstrips the supply of raw materials.

1910sTough economic conditions and the First World War make trading difficult for everyone, so many businesses form trade associations to protect their shared interests.

1920sWith businesses expanding fast, companies set up negotiations intending to stop others producing the same types of products. But instead they agree to merge- and so Unilever is created.

1930sUnilever's first decade is no easy ride: it starts with the Great Depression and ends with the Second World War. But while the business rationalizes operations, it also continues to diversify.

1940sUnilever's operations around the world begin to fragment, but the business continues to expand further into the foods market and increase investment in research and development

1950sBusiness booms as new technology and the European Economic Community lead to rising standards of living in the West, while new markets open up in emerging economies around the globe.

1960sAs the world economy expands so does Unilever and it sets about developing new products, entering new markets and running a highly ambitious acquisition programmed.

1970sHard economic conditions and high inflation make the '70s a tough time for everyone, but things are particularly difficult in the Fast Moving Consumer Goods (FMCG) sector as the big retailers start to flex their muscles.

1980sUnilever is now one of the world's biggest companies, but takes the decision to focus its portfolio, and rationalize its businesses to focus on core products and brands.

1990sThe business expands into Central and Eastern Europe and further sharpens its focus on fewer product categories, leading to the sale or withdrawal of two-thirds of its brands.

The 21st centuryThe decade starts with the launch of Path to Growth, a five-year strategic plan, and in 2004 further sharpens its focus on the needs of 21st century-consumers with its Vitality mission.

Unilever Bangladesh LimitedThe history Unilever Bangladesh Ltd is one of the worlds most successful fast moving consumer goods manufacturing companies with local manufacturing facilities, reporting to regional business groups for innovation and business results. Lever Brothers Bangladesh Ltd. as a subsidiary of Unilever is leading the home care, personal care and food product market of Bangladesh. On 25th February 1964 the eastern plant of Lever Brothers Pakistan Ltd. was inaugurated at Kalurghat, Chittagong with a soap production capacity of approximately 485 metric tons. It was a private limited company with 55% share held by Unilever and the rest by the Government of Pakistan. After independence the eastern plant was declared abandoned. But on 5th July 1973 it was registered under the name of Lever Brothers Bangladesh Ltd. as a joint venture company of Unilever PLC and the Govt. of Bangladesh with a share arrangement of 60.75% to Unilever and 39.25% to the Bangladesh Govt.Unilever today Unilever brands are trusted everywhere and, by listening to the people who buy them, they've grown into one of the world's most successful consumer goods companies. In fact, 150 million times a day, someone somewhere chooses a Unilever product. UBL have a portfolio of brands that are popular across the globe - as well as regional products and local varieties of famous-name goods. This diversity comes from two of their key strengths: Strong roots in local markets and first-hand knowledge of the local culture. World-class business expertise applied internationally to serve consumers everywhere.

Type of business:Fast Moving Consumer Goods company with local manufacturing facilities, reporting to regional business groups for innovation and business results. Operations:Home and Personal Care, Foods Constitution:Unilever - 60.75% shares, Government of Bangladesh - 39.25%

Employees:Unilever Operations in Bangladesh provide employment to over 10,000 people directly and through its dedicated suppliers, distributors and service providers.99.5% of UBL employees are locals and we have equal number of Bangladeshis working abroad in other Unilever companies as expatriates.At the heart of the corporate purpose, which guides us in Unilever approach to doing business, is the drive to serve consumers in a unique and effective way. This purpose has been communicated to all employees worldwide.Mission:Adding Vitality to LifeUnilever's mission is to add Vitality to life. We meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life.Vision:Every day, our products touch the lives of over 160 million people 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.Logo and Slogan:

Slogan: FEEL GOOD, LOOK GOOD AND GET MORE OUT OF LIFE

2.6 Objective:Objective means the goals that the business must achieve in order to meet its wider business objectives.Unilevers objectives are- Growth in market share Clearer product differentiation Long term brand value to customers Decrease customer acquisition costs 8% per year Creating and launching new products / services Innovation

2.7 Current Marketing Situation:2.7.1 SWOT AnalysisThe following SWOT analysis captures the key strengths and weaknesses within the company and describes the opportunities and threats facing Unilever Bangladesh Ltd.

Strengths: In depth industry experience and insight Largest amount of share in the market Having a good number of established brands An excellent distribution network Competitive advantages

Weaknesses: Reliance on outside raw materials So many substitutes available in the market Lack of control in the market. If any disruption arises between company and distributor then the whole market suffers. Lack of informational reliability, since the market is too large

Opportunities: Participation within a growing industry Utilization of changing lifestyle of people for increasing demand Scope of expanding the market vertically and horizontally Application of new tactics and surprise packages Niche marketing

Threats: Threats of the market challengers A negative effect on peoples spending because of the current financial crisis Existence of political unrest though out the countryThe motto of Unilever is to hold its strengths the longest time possible. It is also working constantly with a view to using its opportunities at best. In spite of being the market leader Unilever Bangladesh has some weaknesses and threats. Its research department is working hard to make strategies to overcome those weaknesses and threats.

2.7.2 Industry Analysis:Unilever Bangladesh Ltd produces pure consumer goods. Some its brands are produced locally in Bangladesh and some are imported from other regional factory of Unilever, like Thailand, China, and UK etc. In Bangladesh the company has a Soap Manufacturing factory and a Personal Products Factory located in Chittagong. Besides these, there is a tea packaging operation in Chittagong and three manufacturing units in Dhaka, which are owned and run by third parties exclusively dedicated to Unilever Bangladesh.

2.7.3 Competitive Analysis:In the market of consumer goods Unilever Bangladesh Ltd is considered as the market leader. As a market leader there is always a risk to be attacked by the market challengers. She, Unilevers strategy is to defend their market share by being premium in service, having full-line strategy, extensive and efficient dealership system and good financing.In Bangladesh the major two challengers for Unilever is Square Toiletries Ltd and Proctor & Gamble Ltd.List of Marketing offerings (Product & Services of the Organization):Brands:1. Rin,2. LUX, 3. Lifebuoy,4. Fair & Lovely, 5. Pond's,6. Close Up,7. Sunsilk,8. Taaza,9. Pepsodent,10. Clear,11. Vim,12. Surf Excel,13. Rexona,14. Dove,15. Vaseline &16. Lakme.17. Pureit

Business Portfolio(SBUs) of the organization:

1.2.1.1 Fabric Wash1.2.1.2 Household care1.2.1.3 Personal care1.2.1.4 FoodsFabric WashWheel Laundry Soap Wheel Washing Powder Wheel Power White Surf ExcelHousehold Care

Vim Powder Vim Bar Vim LiquidPersonal Care

Personal Wash International Lux Lifebuoy Total Dove barLifebuoy Liquid soapSkin CareFair & Lovely Multivitamins Fair & Lovely Body Fairness Milk Fair & Lovely AyurvedicFair & Lovely Menz Active Ponds Age Miracle range Ponds Daily Face Wash range Ponds Cold CreamPonds Perfect result Cream Ponds Dream Flower Talc Ponds flawless white range Ponds White Beauty Range Ponds 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 shampooAll Clear Hair OilOral Care Close-up Toothpaste Pepsodent Toothpaste Pepsodent Toothpowder Pepsodent Tooth brushDeodorant Rexona AxeFoodsLipton Taaza Danadar Lipton Taaza strong Lipton Taaza Teabag.Figure 2.1: Brand category of UBLWater purifier:

Strategies followed by the company 2.11.1 Functional Level Strategies: Unilever Bangladesh Ltd follows different functional level strategies to gain competitive advantages and sustain it in the long run in the matured industries. They increase their efficiency through exploiting economies of scale and learning effects. For example, 808,720 bars of soaps, 1,023,810 packets of detergent powders, 154, 430 toothpaste tubes and sachets,329, 530 bottles and sachets of shampoo, 156, 910 tubes, jars, bottles and sachets of creams and lotions, and 35, 000 packets of tea are produced in one day in Bangladesh by Unilever. They adopt flexible manufacturing technologies, upgrade the skills of employees through training and perform research and development function to design products that are easy to manufacture. They have higher customer responsiveness rate. They carry out extensive research to innovate new products and modify the existing products to better satisfy the consumers. They continuously innovate products, promotional activities, packaging and distribution. This way they can respond quickly to customer demands.

Business-Level Strategies: Unilevers strategic managers adopt different business level strategies to use the companys resources and distinctive competencies to gain competitive advantage over its rivals. These are: They also follow differentiation strategy for some products to meet the needs of the consumers in a unique way. They also target different market segments with different products to have broad product line. By product proliferation they reduce the threat of entry and expand the range of products they make to fill a wide variety of niches.

2.11.3 Strategy in the Global Environment Unilever Bangladesh Ltd. is registered under Unilever. As a part of a global company it follows some generalized strategies and principals of Unilever. However, they also modify different strategies based on the national conditions. The different strategies that they follow in the global environment are stated below: As a worldwide famous company and comprising internationally renowned brands gives them unique strengths that allow a company to achieve superior efficiency, quality, innovation, or customer responsiveness. The different policies and strategies Unilever follows and their experience is transferred to Unilever Bangladesh Ltd. They import the raw materials from the places where it is less costly, thus achieve location economy. They are locally responsive. They are always ready to improve and modify their products to meet the needs of the local customers. UBL follows a multi domestic strategy where the companies extensively customize both their product offering and marketing strategy to different national conditions.

2.11.4 Corporate strategy: UBL carries out the following corporate level strategies: They involve in short term contracts and competitive bidding for the supply of raw materials. They have a diversified business. UBL has both related and unrelated diversification. They compete in nine different industries with various products from home care, personal care and even food products. They have economies of scope as most of the products can share the same manufacturing facilities, inputs and specially the distribution channels.

Implementation of Product-Market Expansion Grid Strategies

The matrix allows marketers to consider ways to grow the business via existing and/or new products, in existing and/or new markets there are four possible product/market combinations. This matrix helps companies decide what course of action should be taken given current performance. The matrix consists of four strategies:

Market penetration (existing markets, existing products): Market penetration occurs when a company enters/penetrates a market with current products. The best way to achieve this is by gaining competitors' customers (part of their market share). Vaseline and Wheel are the example of existing products in existing market of Unilever.

Product development (existing markets, new products): A firm with a market for its current products might embark on a strategy of developing other products catering to the same market (although these new products need not be new to the market; the point is that the product is new to the company). Lux, , Ponds are the new products but in new market of Unilever.

Market development(new markets, existing products): An established product in the marketplace can be tweaked or targeted to a different customer segment, as a strategy to earn more revenue for the firm. Sunsilk, Lux (mini pack) are the existing products but in new markets of Unilever.

Diversification(new markets, new products): Company entering new markets where it had no presence before. Fair & Lovely, Clear men styl-express are the new products also in new markets of Unilever.

Professional Marketing campaign at a glance

Professional marketing, a unique yet effective activation campaign began its activities in January 2013 and is scheduled to end by the end of this year. Unlike most activation campaigns, where the activations are designed to create value for consumers by directly reaching out to them, in this campaign the activities will be carried out for a huge number of dermatologists and dentists- professionals who will in turn aid us in reaching out our target market. This campaign will be a building bridge between health experts and consumers.

Objective of this campaign: Unilever Bangladesh has numerous brands in Oral and Skin care- all of which are scientifically proven to be effective. An internal study carried out by UBL revealed that consumers highly rely on the advice provided by dentists and dermatologists for their oral and skin problems- hence Unilever believes that it is of high importance to meet these specialists and inform them about their exists products and their effectiveness. If these specialists endorse their brands and recommend them to the target group then the credibility of these brands will go up and it will also help the brands to stand out amongst competitors products- ultimately boosting up sales volume. Hence, with this objective the activation team of UBL has successfully visited 1064 dentists, 285 dermatologists and 628 clinics all over Dhaka city till date and has planned to carry forward this initiative all over the country.

The campaign activities: UBL arranges a team of enthusiasts known as Brand Detailing Officers (BDO) who are prepared beforehand with meticulous training. As these officers will be representing UBL so they must have adequate knowledge about the product which they will be detailing to doctors/dermatologists. In addition, these officers are be trained to be highly skilled in giving presentations and to showcase bold deliberation and confidence to be expert spokesman of the brands that are assigned to them.

The activities follow a process as such:

1. Brand Detailing Officers meet assistants of various and take an appointment from them at a specific date2. On that pre-specified date, BDOs visit the dermatologists/dentists and deliver them a brochure which has detailed information regarding product specifications3. The BDOs then show a presentation on an electronic gadget (a tablet) provided to them specifically highlighting the features and usefulness of the brand- an activity known as detailing.4. The BDO will answer any queries of the dentist/dermatologist.5. Finally, the BDO will provide a sample of the brand as a present to the specialist to enhance their confidence about UBLs brands6. The BDO will then ask the specialist to fill up a feedback form and request them to recommend UBLs product to their patients.

The processes mentioned above are shown through illustrations as follows:

Step 1Figure: Unilever brands introduction

Step 2Figure: Scientific content detailing

Step 3Figure: Video presentation

Step 4Figure: Gift presentation

Step 5:Figure: Feedback form being filled up by a dentist

Also, to enlighten dermatologists about the effectiveness of UBLs skin care brands (Clear, Vaseline, Ponds, Dove, Fair and Lovely), the activation team had organized various skin experts conferences in 2012 for these brands respectively. In addition, a Dental Experts Conference was arranged in 2012, named Pepsodent Dental Experts Conference, to convey the therapeutic features of Pepsodent and to generate frequent endorsement in favour of this brand from the dentists.

Also, in order to build up a long term relationship with dentists and dermatologist, UBL sends them postcards/emails/mobile messages on their special occasions such as birthdays, anniversaries, childrens birthdays and so on. Recurrent sharing of scientific information in light of remedial perspective has already made Pepsodent a promising oral care brand to the dentist for their patients.

Figure: Birthday card wish from Pepsodent

UBL conquers the mind of a dentist through branding dental chambers and dental colleges with Pepsodent branded signboards- both for Pepsodent Gum Care and Pepsodent Sensitive Expert. By providing shop signs and internal accessories branded with Pepsodent, UBL boosts up their mutual commitment with those specialists.

Figure: Dental Chamber branding

Figure: Dental Clinic branding

Another attractive feature of the Professional Marketing campaign is Pepsodent Dentibus; the first of its kind. The Pepsodent Dentibus activation began its journey from 13th January 2013 and shall be continued till December. The Dentibus is a modified, well- equipped bus sponsored and managed by Pepsodent that goes around the country carrying free dental check up facilities and expert advice of good oral care. The Pepsodent Sensitive Expert Dentibus provides services to schools and colleges within Dhaka, while the Gum Care Dentibus travels in various places outside the city.

PROMOTIONAL MIX IN UNILEVER

Unilever uses its promotional mix through the following steps: ADVERTISING

PERSONNEL SELLING

SALES PROMOTION

PUBLIC RELATIONS

ADVERTISING: Presentation and promotion of ideas, goods, or services by an identified sponsor.Examples: Print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails.

PERSONNEL SELLING: Process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation.Examples: Sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing. Can be face-to-face or via telephone.

SALES PROMOTION: Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability.Examples: Coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions.PUBLIC RELATIONS: Paid intimate stimulation of supply for a product, service, or business unit by planting significant news about it or a favorable presentation of it in the media.Examples: Newspaper and magazine articles/reports, TVs and radio presentations, charitable contributions, speeches, issue advertising, and seminars.

PERSONNEL SELLING:

A direct Vendor Selling Activity was coordinated and carried out during the summer months of June, July, and August 1999 in Lahore. A team of vendors, clad in branded T-shirts, caps and jackets, sold chilled 0.5 liter bottles to travelling customers on all major intersections. The brand got great mileage out of this innovative idea of personal selling in terms of brand awareness, paid trial, image as well as real sales.

SALES PROMOTION:

Specific promotions of Unilever beverages were arranged in some of the key outlets of Lahore .Elaborate shelf space wasacquired for product display and specially designed POS material was extensively used to promote sales. On a 12-bottle purchase of 1.5 ml, one 1.5 ml bottle was offered free to consumers. Similarly on a 6-bottle purchase of 1.5 ml, one 0.5 ml bottle was offered free. Regarding trade promotion, the retailer was also given an additional discount of 4 % during this sales promotion. Not only did the sales of Unilever grow tremendously during the promotion, these continued at a higher pace even after it was over.

PUBLIC RELATIONS: As far as the public relations are concerned, the organization releases an annual report which includes the company's financial statements along with the sales of all product categories. The annual report is mainly aimed at the stockholders. However, another very important form of public relations is the newsletters and bi-monthly magazines issued by the organization. A huge amount of information is found in these regarding the products and their promotion. In the same way, Unilever was given quite a bit of importance in the newsletters issued after its launch, which obviously helped incretion of the awareness of this brand.

PRINT ADVERTISING:The print media have always been a popular advertising medium. Advertising products via newspapers or magazines is a common practice. the print media also offers options like promotional brochures and fliers for advertising purposes.Unilever Pakistan also very much involved in making the presence in consumers mind by print advertisements. Unilever is using almost all methods to capture the consumers attraction. Some are listed below News Papers:Unilever always go on top in ranking when it comes to deliver the message effectively to the consumer. They use very handy tool Newspaper to deliver their message for promotion their product or introducing new one in the market. That would help in increasing the awareness of product ad also makes the sales healthier. Unilever use many of the brands to advertise in newspapers like, The News, Dawn, Jung. Khabrain, akhbaar e jahaan. Etc. Magazines: Unilever is also using that tool to exchange the information about the product to the consumers. It is quite obvious thing that people do read the magazines. And goo advertisement can attract them. Unilever Pakistan by keeping the target audience in mind actually targets Females more. As house hold products are more rottenly used by females. They advertise in Time, Firdoys, Life, Lounge, Humsay, ext. Broachers & Flayers:Broachers and flayers are also very helpful tool to promote the brand. Unilever do advertise through Broachers and Flayers in large scale, they merchandise the product by their merchandisers in every market they visit and provide their product. Displaying the product through Broachers and flayers in front of the shop is an easy way to convey your message to consumer.

Television/Radio:TV commercials are the most affective and easy way to deliver your message to others. Unilever advertise through Broadcast media very aggressively. Every new product advertised on TV screen and Radio, to make people aware of product and build the relationship amongst the product and the people. Unilever approaches almost all TV channels for advertising. For example GEO TV, AAJ, HUM, DUNIYA NEWS, FASHION TV, MASALA TV, and many more. Bill Boards:Unilever advertise heavily through Bill boards. They target the main Roads of city and display their product on the big screen. This is good place to advertise the product, because everyone uses the road for journey and un consciously attractiveness in ads will force the consumers to take a look at them. Unilever also use the tool of displaying their name in front of shops by make their Electric Boards for display by their name. Internet:Unilever use internet to advertise. And targets the audience through different well known and well established websites. They place the Banner Ads aside the page or at Top of the page. They are also using Social Networking sites to be in touch with their consumers all the time. Like Facebook, tweeter, Orkut ext.

PEROSNAL SELLING:Personal selling occurs where an individual salesperson sells a product to a client. Salespeople match the benefits of their offering to the specific needs of a client.Unilever do use this method to sell their product in big organizations, hotels, motels, Restaurants. But the image of a product states its need in market which is very satisfactory. FMCG dont need more of hassle to sell its product. It is daily used product and offer best quality in returns of consumers believe in product.

SALES PROMOTION:Sales promotion is the process ofpersuading a potential customerto buy the product. Sales promotion is designed to be used as ashort-term tacticto boost sales it is not really designed to build long-term customer loyalty. Some sales promotions are aimed at consumers. Others are targeted at intermediaries (such as agents and wholesalers) or at the firms sales force.To increase the sale of any product Unilever Pakistan adopts different measures like sample, gift, bonus, and many more. These are known as tools or techniques of sales promotion. There Is more about some of the commonly used tools of sales promotion in Unilever.

Free samples:Samples of shampoo, washing powder, coffee powder, etc are provided In stores, markets for free. It consist of the same product like original but In lesser quantity, packaging. Bonus offer: Increase in quantity is called bonus offer for the consumer, which enables him to purchase more by giving same amount. Unilever gives many bonuses in its existing product time by time. Whole seller schemes: Unilever also offer different discount rates for its whole sellers. To increase the interest and encourage the wholesale purchase discount offers also remains very positive business. METRO Store and CSD Store in Rawalpindi and Islamabad are the best examples of purchasing the product in larger quantity with discount rate.

Price-off offer:

Under this offer, products are sold at a price lower than the original price Rs 2 off on purchase of lifebuoy soap, Rs. 15 off on a pack of 250 grams of Tea, Rs. 1000 off on cooler etc. are some of the common schemes. These schemes are designed to boost up sales in off-season and sometimes while introducing a new product in the market.

Fairs and Exhibitions:

Fairs and exhibitions may be organized at local, regional, national or international level to introduce new products, reveal the products. Their sale is also conducted at a reasonable discount. National Trade Fair held in Karachi last summer which is held from 14th to 27th November every year, is a well known example of Fairs and Exhibitions as a tool of sales promotion of Unilever Pakistan.

Social activities of Bangladesh

Shada moner manushIn Bangladesh, there are people with hearts of gold, people we call Shada Moner Manush. These people have dedicated themselves to improving the lives of those around them, not for monetary gain or for political benefit but because they care.

These people have dedicated themselves to improving the lives of those around them because they care. Some have chosen to spread the light of education, some have been providing free health care to those in need and some have taken it upon themselves to increase the natural beauty and help improve the environment of Bangladesh.

Uttorone NariThe Fair & Lovely Uttorone Nari Program has brought the opportunities of computer education to girl students of economically weaker sectionsIn 2003, Fair & Lovely - the popular skin care cream in Bangladesh sponsored meritorious girl students from secondary school level to computer education from a world classcomputer training institute, spread out in various branches in all districts of the country. More than 1500 girl students were nominated throughout the country to be trained under this program.

Working with SSKSUnilever came forward to support an institution that provides free primary education to children of lowest income families. There exist some institutions that provide education to these hapless children and one such organisation is Shathee Samaj Kalyan Samity (SSKS), an NGO working for the slum residents in the citys posh residential area- Banani.This program includes:

Free evening school Getting more out of life Hygiene & healthScholarships for higher educationFAL Foundation is providinghigher education scholarships for women with the potential and passion for university education and a professional career.The scholarship program was one such initiative that supported the dreams of talented women from economically disadvantaged families.In the scholarship program FAL Foundation providesscholarship worth Taka 25,000 tofemale studentsto pursue 4 year under-graduate studies in the fields of Arts, Commerce, Science, Engineering, Higher AgroScience, and Medicine. More than 2000 applications are received each year for this scholarship program.

Empowering WomenIn Bangladesh, like many other developing countries, women facing the same poverty issues as men are subject to additional social and policy biases. For this, they remain backward in terms of education and economic independence. Therefore their need for a guide with a sincere mission to enhance the state of the Bangladeshi women is recognized by all quarters.

Fair & Lovely FoundationKeeping this mind and womens empowerment at the forefront, Fair & Lovely Foundation was set-up as a social initiative by Unilever Bangladesh Limited on 15 June 2004 under its leading skin care brand Fair & Lovely. The mission of the Foundation is to "Encourage economic empowerment of Bangladeshi women through information and resources in the areas of Education, Career and Enterprise"

Lifebouy floating hospitalLaunched in 2002, the Lifebouy Friendship Hospital plies up and down the 'char' regions with a full team of medical experts and a well stocked dispensary providing free health services and health education.The hospital boat boasts an unprecedented array of on-board facilities, including a patient observation ward, a gynecological and obstetrics room, an antenatal check-up clinic a small surgery for minor operations, a pathological lab,a dental surgery

Health educationIn addition, the hospital has a dedicated health education team. The team is responsible for running much needed education programmes on basic health issues, such as nutrition, sanitation and safe motherhood.Unique impactThe floating hospital really is unique and its impact across the char regions is difficult to fully appreciate. To date, over 200,000 char-dwellers have had access to the hospitals free health services - many of whom have never had any kind of formal medical attention in their lives. The hospitals team of health professionals immunised 17,500 children against common water-born illnesses and other diseases

WEALTH ProgramIn its maiden programme entitled "WEALTH" in 2004, the Fair & Lovely Foundation trained 310 women in 9 districts across the country. Initially, women with small businesses or at least the aspiration to start something on their own were selected for the training. The 11-day long project was divided into two parts. First five days training consisted of business management while the next six days were dedicated to practical hands-on training.

Vocational trainingCoursesoffered for the participants included : Mini garments and tailoring Pickle Making Handicrafts Floriculture and Nursery Food processing Pottery Poultry Farming

Providing for a familyMrs. Aleya is a mother of three who had to provide for her family when her husband suddenly passed away. With the help of her brothers she bought a sewing machine. The WEALTH program trained her to set up a mini garments and tailoring shop and she now has an income of US$ 400a month, whilst employing 15 other women.

Health awarenessFacing the major challenge of communicating to consumers across Bangladesh, our health brands Lifebouy and Pepsodent initiated health awareness campaigns that have brought the message of healthy living to millions of people.