Holistic Marketing Concept in the Context

of Bangladesh: A study on Unilever

Bangladesh Limited
 Report
On
Holistic Marketing Concept in the context of Bangladesh of
Unilever Bangladesh Limited

Submitted by:
No Name Id
.
1 Jamima Akter 04
2 Halima Afrin 32
3 Tanjil Hossain 35
4 Md. Kamruzzaman 36
5 Emon Barua 79

Department of Management
Faculty of Business Studies
University of Dhaka

Submitted to:
Mr. Qazi Moinuddin Mahmud
Assistant Professor
Department of Management
Faculty of Business Studies
University of Dhaka

Date of Submission: December 15, 2016

II
December 11, 2016

Mr. Qazi Moinuddin Mahmud

Assistant Professor
Department of Management
Faculty of Business Studies
University of Dhaka

Subject: Submission of the Report on Holistic Marketing Concept in the context of Bangladesh

Dear Sir:

We have the pleasure to submit our report on Holistic Marketing Concept in the context of
Bangladesh is prepared for the purpose of knowing of the Holistic Marketing Concept in the
context of Bangladesh.

This report helped us to know about the Holistic Marketing Concept in the context of
Bangladesh is applied by Unilever Bangladesh Limited. We the members of group ‘The Spark’
have tried our level best to collect the information for the report. We hope that the information
given in this report will clearly represent the status of Holistic Marketing Concept in the context
of Bangladesh. We wish that you would be very pleased to accept our report and will consider
our shortcomings while you evaluate our report and oblige thereby.

Sincerely yours,

___________

Tanjil Hossain

(On behalf of the group members)

III
 Preface
The holistic marketing concept is based on the development, design and implementation
of marketing program, process and activities that recognize their breadth and
interdependencies. Holistic marketing acknowledges that everything is matters in
marketing and that a broad integrated prospective is often necessary. Holistic marketing
thus recognizes and reconciles the scope and complexities of marketing activities. There
are four broad components characterizing holistic marketing:

 Relationship Marketing:-Relationship marketing aims to build mutually satisfying long

term relationship with key constituents in order to earn and retain their business. Four key
components for relationship marketing are customers, employees, marketing partners and
members of the financial community. To develop strong relationship with them requires
understanding their capabilities and resources, needs, goals and desires.
 Integrated Marketing:- Integrated marketing occurs when the marketer devises
marketing activities and assembles marketing program to create ,communicate and
deliver value for customers so that the whole is greater than the sum of its part. Two key
themes are that marketing activities can create communicate and deliver value and
marketers should design any marketing activities.
 Internal Marketing:- Internal marketing an element of holistic marketing is the task of
hiring ,training and motivating able employees who want to serve customers well.
Marketing succeeds only when all departments work together to achieve customers goals.
In sector of internal marketing consistency is very important among the marketing
activities.
 Performance Marketing:- Performance marketing requires understanding the financial
and non-financial returns to business and society from marketing activities and program.
Top marketers are increasingly going beyond sales revenue to examine marketing
scorecards and interpret what is happening to market share, customer loss rate, customer
satisfaction and development of product quality and others.

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 Acknowledgment
We wish to express our special thanks of gratitude to our teacher Mr. Qazi Moinuddin Mahmud
who has given us the nice opportunity to do this wonderful report on the topic of Holistic
Marketing Concept in the Context of Bangladesh which has also helped us in knowing a lot of
information and we have come to know about Holistic Marketing Concept of Unilever
Bangladesh limited.

Secondly we would also like to thank our friends and group members who have helped us a lot in
finishing this report within the limited time.

We are making this report not only for marks but also for expanding our knowledge.
Thanks again to all who have helped us.

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 Table of Contents

Figure No. Title Page No.

Executive Summary ix
1 Introduction 10
1.1 Origin of the Report 10
1.2 Objectives of the study 10
1.3 Methodology 10
1.4 Scope of the study 10
1.5 Limitations of the Study 10
2 Profile of the organization 11-12
2.1 Historical Background 11
2.2 Vision 11
2.3 Objectives of the company 12
2.4 The company’s major function 12
2.5 Employees 12
2.6 Manufacturing facilities 12
3 Exploratory Findings 13
3.1 Findings 13

VI
4 Analysis & Interpretation 14-16
4.1 Analysis 14
4.2 Analysis on UBL 15-16
5 Conclusion & Recommendation 17
5.1 Conclusion 17
5.2 Recommendation 17
Reference 18
 VII

List of Figure
Figure No. Page No.
1.1 15
 VIII

Executive Summary
Unilever Bangladesh limited is a subsidiary of Unilever, worlds one of the largest household and
personnel cares and foods manufacturer. Unilever Bangladesh limited is the leading and
personnel care and food product in Bangladesh wish brands and sub brands. UBL is around here
in Bangladesh is more than four decades. Unilever's success has been influenced by the major
events of today. Economic boom, depression, world war, changing consumer lifestyle and rapid
changes in technology and others. In accordance with the change products have been produced
that help people get out of more. Over the four decades Unilever Bangladesh has been produced
world class products for Bangladeshi and also for others. Bangladesh became independent in
1971 and levers brothers Bangladesh limited was constituted with Unilever owing 60.75 shares
and government of Bangladesh 39.25 shares.

The general objective is to analyze the holistic marketing concept in the concept of Bangladesh
and the specific objective is to find out how to apply holistic marketing, to know about holistic
marketing concept and to know how holistic market works in Bangladesh. For this we have to
collect information from secondary sources such as we have searched through Google and others
websites, visited company website and collected some important files through internet.

Unilever is playing a vital role in producing daily necessary products including different types of
shop, shampoo, toothpaste, washing power etc. It provides highly quality customers to the
customers .After collecting and evaluating information about holistic market we have found
some aspects as positive and negative.it provides motivational facilities for employees, provides
training facilities, promote consumerism. On the contrary it accused of false advertising, market
domination, accuse of environment pollution and so on as negative aspects.

Holistic marketing concept has many positive and negative aspects. After considering the
findings and analyze there have been given some recommendations for improving the holistic
market such as be honest while advertising products, put emphasis on products quality rather
than quantity, avoid unequal competition, consider the production process that does not pollute
environment and provide well training for the employees.

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01. Introduction:
1.1: Origin of the report: We were authorized to prepare a report on Holistic Marketing
Concept in the context of Bangladesh for the fulfillment of our course requirement . Our honorable
course teacher has assigned us to report on this topic. We collected the information about the on
Holistic Marketing Concept of Unilever Bangladesh Limited in the context of Bangladesh . Our study
will be presented on the date fixed by the instructor.

1.2: Objectives of the Study:

1.2.1. General objective: The general objective is to analyze the Holistic Marketing Concept in
the context of Bangladesh
1.2.2. Specific objectives:
 To find out how to apply holistic marketing concept
 To know about holistic marketing concept
 To know how holistic marketing works in Bangladesh
1.3: Methodology: In order to make the report more meaningful and presentable, two sources
of data and information have been used widely.
1.3.1. Primary data collection: We did not use any primary source.
1.3.2. Secondary data collection:
 We have searched through Google and other websites
 Visited company website
 Collected some important files through internet
 Collected information from some marketing books

1.4: Scope of the study: In this report there have been focused on only the holistic
marketing concept in the context of Bangladesh is applied by Unilever Bangladesh Limited
1.5: Limitation of the study: The limitations of the report are given below:-
 Time limitation
 There is not enough information of company website
 Company privacy
 Lack of sufficient books, paper and periodicals to go on serious problem while preparing this
report.

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02. Profile of the Organization

2.1: Historical Background: Unilever Bangladesh Limited is a subsidiary of Unilever,
world’s one of the largest Household and Personnel Care and Foods Manufacturer with an
annual turnover of 47 Billion Euro or approximately TK.320000 crore. Unilever Bangladesh
Limited is the leading Household and Personnel Care product in Bangladesh with brands and a
number of sub-brands. UBL is around here in Bangladesh for more than four decades. The
company has a huge manufacturing facility in Kalurghat, Chittagong. It also has 4(four) third
party production facilities located in Gazipur. The HQ of UBL is in Gulshan- 1, Dhaka. In the
1890s, William Hesketh Lever, founder of Lever Bros, wrote down his ideas for Sunlight Soap
– his revolutionary new product that helped popularize cleanliness and hygiene in Victorian
England. It was ‘to make cleanliness commonplace; to lessen work for women; to foster health
and contribute to personal attractiveness, that life may be more enjoyable and rewarding for the
people who use our products’. This was long before the phrase ‘Corporate Mission’ had been
invented, but these ideas have stayed at the heart of our business. Even if their language – and
the notion of only women doing housework – has become outdated. 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 we’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. Over the last four decades,
Unilever Bangladesh has been constantly bringing new and world-class products for the
Bangladeshi people to remove the daily drudgery of life.  Over 90% of the country’s
households use one or more of our products. When Bangladesh became an independent country
in 1971, Lever Brothers Bangladesh Ltd was constituted with Unilever owing 60.75% shares
and the Government of Bangladesh owning the remaining 39.25% shares.

2.2: Vision: Our vision is to grow our business, while decoupling our environmental footprint
from our growth and increasing our positive social impact.

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2.3:  Objectives of the company: The objectives of UBL are as the bellow:
 To manufactured high-standard product.
 Promoting product to the highest extent.
 Producing large volume to achieve production cost economies.
 Enabling quality products to be sold out at obtainable prices.
 To achieve and continue growth in sales
 To continuously develop human resources
From junior managers to manager grade v. The managers have duel reporting system; they
report both to their respective supervisors and to their concerned Directors. The company has
non-managerial employees, although they are not many in number. The employees engaged
through third-party contractors do not usually belong to formal UBL hierarchy.
2.4: The Company’s major functions: The Company’s major functions are as bellow-
 Managing Regulations
 Promoting Corporate Social Responsibility
 Driving Corporate Communications

2.5: 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.

2.6: Manufacturing facilities: 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.

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03. Exploratory Findings

3.1: Findings: Unilever is playing a vital role in producing our daily life necessary products
such as shampoo, soap, washing power etc. It provides quality products to the customers. After
collecting and studying the holistic marketing concept information of Unilever some positive and
negative aspects are found about Unilever.
Positive Aspects
 Provides motivational facilities for employees which is very important for employee
satisfaction.
 Provides training facilities to employees.
 Promotes consumerism
 Donates money on voluntary activities
 Various channels serve different customers with similar set of desires. It helps to manage
good relationship with customers.
Negative Aspects
 Accused of false advertising
 Market domination
 Accused of polluting the environment
 Exploits local farms and manufacturers by taking most of the profit
 Hampering local companies by creating unequal competitions
 Misleading marketing that means launching the same or slightly changed products

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04. Analysis & Interpretation:

4.1: Analysis: A business utilizing a holistic marketing approach operates under the strong
belief that all aspects of its marketing strategy is interrelated. Development of marketing
programs such as the marketing mix the design of marketing campaigns and the implementation
of marketing processes are not isolated business functions under a holistic marketing concept.
Instead, the business makes marketing decisions and implements campaigns based on reaching a
common organizational objective. The process of holistic marketing takes into account the
considerations of stakeholders, customers, employees, suppliers and the community as a whole
when creating and implementing marketing strategies. Holistic marketing has gained in
popularity due to the high saturation rate and increased competition in the marketplace.
Businesses realize they can set themselves apart through a holistic marketing approach, all while
creating a synergy among organizational departments. Although strategies for implement differ
from one company to the next, every holistic marketing approach includes four main
components:
1. Internal Marketing: It is aimed at catering to the specific needs of the business's own
employees. Internal marketing ensures that employees are satisfied with the work they perform
each day as well as the philosophy and direction of the organization as a whole. Greater
satisfaction among employees leads to increased customer satisfaction over time, making internal
marketing a key aspect of the holistic approach.
In addition to working through employee satisfaction through internal marketing, businesses use
this component of holistic marketing to achieve coordination among internal departments. The
objective is to reduce departmental conflicts among the various business arms within a single
organization which leads to greater synergy in marketing activities presented to the consuming
public.
2. Integrated Marketing: Within the integrated marketing component of a holistic strategy,
businesses work toward making marketing decisions focused on creating value for stakeholders
through a clear, concise marketing message. All activities within integrated marketing including
advertising, public relation, direct marketing online communications and social media marketing
work in sync with one another to ensure the customers and business partners have the same
experience with and perception of the company.
3. Relationship Marketing: The objective of relationship marketing is to build strong, long-
lasting relationships with various stakeholders and other important parties connected to the
business. Customers, employees, financing entities, suppliers, vendors, regulatory agencies and
competitive firms are all necessary partners for a business to have and sustain, and each has a
significant impact on the success or failure of the company.
4. Societal Marketing: The last component of holistic marketing is societal or socially
responsible marketing. This component extends a company's reach beyond the customers
consuming its product or service to society in general. Societal marketing is aimed at creating
marketing initiatives that are based on ethically sound business practices, such as
environmentally friendly production or meaningful interaction with the surrounding community.
Marketing campaigns that are intentionally socially responsible provide another method for
businesses to build long-lasting, beneficial stakeholder and partner relationships.
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4.2: Analysis on UBL:

Internal Marketing: Motivation: Unilever Bangladesh Provides many motivational activities
for their employees thus the employees serve the best afford. Some motivational Activities:
 Bonus
 Transport Facilities
 Mobile Facilities
 Residence facilities
 Attractive Facilities
 Training Facilities
Methods of Training:
 On the job training: Those methods which are given to the employees within the
everyday working of concern. The motto of such training is ¨Leaning by Doing¨.
  Off the job training: Those methods which are provided away from the actual working
condition. Such method is costly and effective if large number of employee trained within
a short time.
Integrated Marketing:

Marketing Mix

Product Price & Place Promotions

Product Variety Less Price Sales Promotions

Quality Discounts Advertising

Design Allowance Sales force

Features Channels Public relation

Brand Name Assortment Clint Marketing

Location

Figure: 1.1
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Advertising:
 TV Advertising
 Testimonial Advertising
Sales Promotion: UBL provides free in dental clinic, educational institution like dental college,
hospital and also super store. The quality of those free samples will be smaller than the original
one. Depending on the costs and future positive response we will plan to make more varieties of
advertisements and will give attractive sales promotion to grab and retain more customers.
Relationship Marketing: Channels of Unilever Bangladesh: Channels of common group of
point of purchase which provides similar services to similar set of customers with similar desires.
Different channels serve different customers with similar set of desires. Channels are created so
that it can be analyze and managed in groups. These set of channels can be identified based on
four criteria:
 Location
 Structure
 Goods Sold
 Types of Customer

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05. Conclusion & Recommendation

5.1: Conclusion: Holistic marketing concept is the most updated concept of marketing.
By using this concept organizations can run their business in very effective way because it
consists all the marketing segments. As it encloses all the information so the reliability of
customers on the organization increases. Thus organization can enlarge their business and
make strong relationship with the customers.

5.2: Recommendation: Holistic marketing concept Unilever Bangladesh Limited has

many positive aspects as well as some negative aspect. After considering the findings and
analysis we offer the following recommendations for improving the holistic marketing
concept in Unilever Bangladesh Limited.

 Be honest while advertising their products

 Put emphasis on products quality rather than quantity
 Consider that production process pollute the environment less
  Avoid unequal competition with other business firm
 Give importance on affordable cost of products
 Use local working power more rather than foreign power
 Provide well training facility for workers

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Reference
1. https://en.wikipedia.org/wiki/Holistic_marketing

2. https://www.unilever.com.bd/

3. Philip Kotler and Gray Armstrong, Principles of Marketing, Prentice-Hall Inc., New Jersy,
USA.
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