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Economic Environment: Unilever Bangladesh Limited

Unilever Bangladesh Limited, an undisputed giant maintaining unprecedented trust and loyalty among its consumers since 1964. Although Lever Brothers India limited was conducting operation throughout unified Indian subcontinent up until the The Partition in 1947; and Lever Brothers Pakistan limited till the liberation war of 1971, the Unilever Bangladesh Limited truly embodied the essence of this country in 1971. The company was already a successful enterprise; and like any successful company, it grasped the whole concept and characteristics of Bangladeshi economy: people’s income, their spending pattern and their purchasing power. Let’s quickly familiar with the Bangladeshi economy. First of all, as I mentioned earlier that Bangladesh is a developing country and it has the 8th largest population on earth. It is facing many challenges of 21th century. Despite all that, it has constant economic growth. According to CNN Money, Bangladesh ranked 5th on their GDP growth rate chart.
Capitalizing on the situation, Unilever Bangladesh Limited devices its strategies and goals accordingly. Affordable product line with great value for money: this is the whole business perspective in a nutshell of Unilever. Lifebuoy, Lux, Dove, Sunsilk, Clear, Pepsodent, CloseUp, Fair & Lovely, Pond’s, Rexona and Axe in personal hygiene section; Surf Excel, Wheel, Rin Power White and Vim filling the needs of household section; and Pureit, Brooke Bond Taza and Knorr comprise the health/food section of Unilever making their ways to 98 percent of Bangladeshi households.
Throughout the decades, The Unilever Bangladesh is producing its products in such a way that general populous of this country can afford. Trial packs, mini packs and discount offers are some of the examples of successful selling strategy it takes from time to time. Sunsilk for example, the company makes small sachet containing enough shampoo for one satisfying bath. And this strategy is implemented to other Unilever products too.
All things considered, it becomes apparent that The Unilever Bangladesh Limited is pioneering and leading Bangladeshi consumer market through its innovative marketing scheme giving quality lifestyles to millions at reasonable prices.

Cultural Environment: The Unilever Bangladesh Limited

Bangladesh is a country where people have been living with different religious values and shared cultural background. People of this country are religious, family oriented, unaware of well being of their natural environment and hard working. They can be easily influenced and are open to changes in values.
If we look at our outlooks on things that defy our culture, the British colonial influence becomes clear. Like, the definition of beautiful person (female in general) in our country is that that person has to have a fair complexion. So, women of Bangladesh desire to have that ‘trait’ even though our we have brown skin tone which comes inherently. Take Fair & Lovely for an example. The Unilever sells this product to its consumer promising a fair skin. Whatever you think, it was and still is successful product of Unilever.
The Unilever Bangladesh has adopted numerous marketing initiatives like Unilever sustainable living plan, enhancing livelihoods, health & hygiene, improving nutrition, greenhouse gases, waste & packaging, fairness in the workplace, opportunities for women. By doing these social good deeds, it proves that Unilever cares not only in profits but also in welfare. Lifebuoy Friendship Hospital is one great example of its welfare effort. Besides, more recently Project Laserbeam is giving hopes to over 2 millions people of Shatkhira facilitating nutritious food and safe drinking water.
Moreover, it has been constantly collecting data on people’s views of different things. It sees changes in:
1. A healthy lifestyle.
2. More variety, quality, taste and enjoyment.
3. Time, as an increasingly precious commodity.
4. Helping people to feel good, look good and get more out of life will enable us to meet these needs and expand our business.
Therefore, they are likely to be working on filling these growing demands of consumer.

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