An Appraisal of Activation Activities of Unilever Bangladesh Limited's LUX

Abstract

As known to all, Unilever Bangladesh Limited is one of the leading multinational business firms in the world of FMCG industry. Over the last four decades Unilever Bangladesh Limited (UBL) has been relentlessly bringing new, innovative and world-class products to make the lives of Bangladeshis easier. Over 90% of the country's households use one or more of UBL products. Unilever currently offers nineteen variety brands in spread across four different categories- Food and Drink, Home care, Personal Care, Water Purifier. Making these brands popular amongst the people of Bangladesh is the core objective of the "Activation department" (a small yet proactive segment of the Brand Building department of Unilever Bangladesh Limited). Marketing activation is the execution of the marketing mix as part of the marketing process. The activation phase typically comes after the planning phase during which managers plan their marketing activities and is followed by a feedback phase in which results are evaluated with marketing analysis. During my four month internship period, I was a part of this activation program. I was working under three different projects of LUX where I had to work for the activation of LUX body wash. I had to visit different stores to see whether the products are available or not and whether the beauty or brand advisory are working properly or not. The activation program is still running an the brand manager and the activation team is trying hard to make it a successful one. In addition, I have also carried out market survey to find out whether the shop keepers as well as the customers are aware of the soap LUX sandal and cream. I had to visit several markets to find out about the sale of LUX sandal and cream and had to survey customers about their likings and disliking about the product. I have made use of documents and questionnaires provided by the brand manager of LUX and had made some of my own to for market survey. I had also helped my brand manager and worked with her during LUX Channel I superstar and had kept track of all the contestants and their respective marks from the judges.