Name: S.

M Jahirul Alam
ID: 2023110001006
Course Title: Marketing Management
Course Code: MKT 515
Section: 04
Contact: 01755359096
The term “Marketing mix” is the foundation model for any business. Marketing Mix is a
combination of different marketing variables that the firm combines and controls to get the
desired result from the target market. It is one of the vital tools of marketing. It thus fully covers
the marketing and business strategies surrounding a business.

Unilever's journey in the land of red and green spans six decades and tells the growth journey
and success stories of 26 brands that have also contributed to positive impact across societies
and the environment. From shaping the lives of its consumers through its brands to helping
retailers grow, from producing generations of business leaders to introducing systems and
processes that continue to inspire the industry, Unilever Bangladesh has left a strong imprint
on the country and its people.

Unilever Bangladesh Limited is the leading Household and Personnel Care producer in
Bangladesh with 15 brands and numerous sub-brands. They have been here in this country for
the last forty years and have a huge manufacturing facility in Kalurghat, Chittagong aside from
six other third party production facilities.

Now As a Chief Marketing Officer of Unilever Bangladesh ltd., I have prepared a marketing
mix as we r launching a new Beauty Soap for rural Bangladeshi girls. Here’s the marketing
mix used for the new Beauty Soap that are about to be launched.

#Product:
We have given a name to that Beauty Soap and that is 'Safari Beauty Soap'.

Product Type: Women body soap with 3 different fragrances. Safari Beauty Soap with 3
fragrances.

1. Sea mineral
• Color: Sky blue with white color curve.
• Skin Type: Normal Skin
• Key elements: Dead Sea salt, aqua water, oils of palm and coconut.

2. Oxy Fresh
• Color: White with deep blue color spots
• Skin Type: Dry Skin
• Key Elements: Oxygenated Purified water, Chamomile, rosemary and burdock root.

3. Herbal
• Color: Light yellow with parrot green color spots.
• Skin type: Oily skin.
• Key elements: Neem, sandal, turmeric.
Safari Beauty Soap is made from 100% vegetable oil with 76% TFM (Total Fatty Matter).
Safari Beauty Soap produces ample amount of foam that easily reaches at the oil pores and
cleans gently. To give maximum satisfaction to individual rural consumer, each variant
contains different and attractive fragrance. SBS (Safari Beauty Soap) introduces 3 variants for
different skin types and both 3 types of soaps are specially made following the skin type
Bangladeshi women and will work as the deodorant and protect from the bad smell of sweating.
The available SKU is 40 gm to 300 gm.

Packaging is a central element of the product marketing mix. A unique, minimalist jar design
is used for the creams. The date of manufacture and the identity of the person who made it are
shown on the packaging. In addition to being a differentiating element that proves the artisanal
and fresh character of the products, the label is almost a collector’s item because we want to
know the people behind the products.

The packaging is also a way to prove the commitment to nature. It is indeed reduced to the
maximum for the solid products, and for the creams, the jars used are minimalist and reusable.
A recycling program exists, which allows you to get a free product if you bring back 5 empty
jars.

#Current Market Situation

The TK. 6.5 billion soap market of Bangladesh is dominated by Unilever’s Lux and Lifebuoy
Gold. Square’s Meril Splash beauty soap occupies approximately about 10% of the market
share. Main consumers are SEC people or Socio-economic class people (especially upper
middle, middle and lower middle). Analysts predict that within few years the industry will
move on to the gender segmentation.

Other available beauty soaps are Keya, Aromatic Gold, Lily etc. Some imported foreign men
soaps are also available, such as: Fa, Gucci etc. but they are too much high priced and only
affordable for upper and upper middle class. As there is no men soap available in the market
from the local companies, so many men prefer those beauty soaps for their bath.

It’s a great opportunity for Unilever BD Ltd as well as me to have a monopoly business by
targeting this gender segment of the soap market. Today’s women are much more skin
conscious than their early generations. They want such type of product which takes care of
their skin as men skin texture is totally different from men. Safari Beauty Soap gives a woman
a perfect solution for bath. Its color, fragrances, shape, ingredients are different from the
existing bar soaps. It has 3 variants for different skin types, it works as the deodorant and
protect from bad smell of sweating and its price is affordable for its target customer.
#SWOT & Issue Analysis

• Opportunity/Threats Analysis

Here we have identified the main opportunities and threats facing the business. The main
opportunities for Safari Beauty Soap are as follows:

In recent years female consumers are showing more interest in skin care and they are
demanding more products appropriate for men skin type.
As no beauty soap is available for the rural girls in the market produced by the toiletry’s
companies of Bangladesh, except some imported foreign gents’ soaps those are too much high
in price, so Safari Body Soap will be known as the First local beauty soap only made for women
and UBL will have a great chance to do monopoly business in this segment.
Raw materials are easily available in the current market (such as: Bay of Bengal is the largest
source for the ingredients of Safari Beauty soap).

• The main threats that Safari Beauty Soap may have:

Other competitors may introduce new body soap for men with different fragrances and high
quality.
Existing beauty soaps (such as: Lux) or imported foreign soaps for men may disturb the growth
rate of this new product.
Consumers may have the doubt about the quality of this new product.

• Strengths/Weakness Analysis

Here we have identified the product’s strengths and weakness. Kool Body Soap’s main
strengths are:

UNILEVER Bangladesh Ltd. occupies one of the largest manufacturing facilities with world
class technology than other local toiletries companies (such as: automated plants in Rupshi and
Pabna.)
Quality compliance with Middle East, Asia, Europe and some other country. Unilever occupies
one of the largest distribution channels in Bangladesh.
Price of the product is less than other foreign beauty soap.

#The main weaknesses of Safari Beauty Soap are as follows:

Lack ness of research data to improve the product features, like quality, shape, color, fragrances
etc. The brand name of Safari is not much stronger compare to potential competitor’s brands.
As it is the first girls body soap in Bangladesh, there is no specific competitor. Any major
attacks may come from any potential competitor. So, Unilever has the lack ness of information
about its potential competitors
 • Marketing Strategy of Kool Body Soap

• Target Market

• Gender : Women, (Upper middle and middle classes)

• Occupation: Students, new job holders

• Age group : 15-30

• Location : Urban areas, rural areas and main district towns.

Our target consumers for Safari Beauty Soap are women from upper middle and middle classes
of urban and rural areas those are conscious about their skin care and have the intention to
expense for it. They are much more conscious about brands as well as sensitive to the products’
price. women those are students, new job holders are included to this category. Most of them
also have the intention to buy new things if it has the distinctive features. As Safari Beauty
Soap is the first women beauty soap in Bangladesh and as it has three different variants for
different skin type, so we have targeted this group for our new product. The ingredients, color,
shape, packaging and price are distinctive from other bar soaps available in the market. Thus,
we can imagine that our target customer will take this product positively.

• Product line

Three different types of soaps are available: Sea Mineral, Oxy Fresh and Herbal for different
skin types.

• Product Positioning

Safari Soap is the first ever Bangladeshi beauty soap for only women. It has three different
variants for normal, dry and oily skin. Its ingredients are used properly by maintaining 76%
TFM (Total Fatty Matter). The distinctive features of Kool Body Soap can be realized from the
following positioning slogan

• Product Pricing

In the first year of production, we have set an average price of Tk.40 for the available SKU of
40 gm. As it is the first women soap in the soap market of Bangladesh, so we have set a little
bit higher price. By observing target consumer feedback, the price will be less down later.
#Distribution

The product will be distributed by using the large distribution channel of Unilever. We will
offer different reward packages to those distributors, like: cash bonus, increasing commission
rate etc. so that they influence themselves to distribute this product properly for making the
promotional activities successful.

#Marketing Communication

We will start our advertising campaign from Dhaka International Trade Show, 2023. News
paper and TV ads will start on the same time. For increasing the brand awareness we will
arrange music concert, quiz contest, model hunt contest, free advising campaign for skin care
etc. For social publicity we have decided to sponsor the National Tree Plantation Campaign,
08 under Safari brand.

#Marketing Research

We have made plan to measure the brand awareness before, during and after the marketing
campaigns. We will increase our budget by 5% to know about the potential competitors of our
new product. For creating more customer satisfaction, we will give more effort to develop
better styling of the product and for this the budget for knowing the consumer decision process
will be increased by 10%.

#Conclusion

With the completion of 4P’s strategy, our marketing mix of Safari Beauty Soap comes to an
end. As Unilever is a completely successful company that has nailed its product in terms of all
aspects, quality, promotion, and more. So, we have put a effective marketing mix for our Safari
Beauty Soap especially made for rural girls of Bangladesh. We hope for the best for the
successful marketing of our newly Launched Safari Beauty Soap.