Building local partnerships on Unilever Bangladesh Limited

Building local partnerships on Unilever Bangladesh Limited


Our trust on the ability of our partners and assurance of regular business, led to large investments in state of the art facilities. These ventures have resulted in high standard raw and packaging materials substituting imports and saving valuable foreign exchange. Local inputs of our business have increased from 19% to over 40% over the last five years. Our partner industries now generate significant employment and some of them also earn foreign currency through exports to other markets.

Sharing knowledge

Our distributors and sales force are our interface with trade. Their quality, efficiency and service standard create a distinct advantage for us in the market. We share business knowledge to ensure our business partners excel with us. In 2004, Unilever Bangladesh empowered its Distributor Sales Representatives with leading edge hand-held terminals for efficient stock management and reporting. Such best practices are set to accelerate the distribution industry in Bangladesh over time.

Bcg Growth Share Matrix


To begin with, BCG is the acronym for Boston Consulting Group—a general management consulting firm highly respected in business strategy consulting. BCG Growth-Share Matrix (see figure 1) happens to be one of many of BCG’s strategic concepts the organisation developed in the late 1970s, and is being taught at leading business schools and executive education programmes around the world.

It is a management tool that serves four distinct purposes (McDonald 2003; Kotler 2003; Cipher 2006): it can be used to classify product portfolio in four business types based on four graphic labels including Stars, Cash Cows, Question Marks and Dogs; it can be used to determine what priorities should be given in the product portfolio of a company; to classify an organisation’s product portfolio according to their cash usage and generation; and offers management available strategies to tackle various product lines. Consider companies like Apple Computer, General Electric, Unilever, Siemens, Centrica and many more, engaging in diversified product lines. The BCG model therefore becomes an invaluable analytical tool to evaluate an organisation’s diversified product lines as later seen in the ensuing sections.

Bcg Matrix

Boston Consultancy Group (BCG Matrix).This product portfolio matrix classifies product lines into four categories. The BCG models suggests that organisations should have a healthy balance of products within their range. The Boston Consultancy Group classified these products as following:

Dogs:These are products which have low market shares and low market growth rates. The options for many companies is to phase these products out, however some organization  do go for the strategy of re-inventing and injecting new life into the product. (see Heinz
Case Study) Question Mark/Problem Child  These are products with low market share but operate in high market growth rates. The
company puts a lot of resources in this product in the hope that it will eventually increase
market share and generate cash returns in the future.

Star :
Stars have high market shares that operate in growing markets. The product at this stage should be generating positive returns for the company.

Cash Cow :
Cash Cow are products at the mature stage of the lifecycle, they generate high amounts of cash for the company, but growth rate is slowing. There are chances that the product may slip into decline, appropriate marketing mix strategies should be employed to try to prevent this from happening.B.C.G. analysis .It has been suggested that this article or section be merged into Growth-share matrix.

B.C.G. analysis is a technique used in brand marketing, product management, and strategic management to help a company decide what products to add to its product portfolio. It involves rating products according to their relative market share and market growth rate. The products are then plotted on a two dimensional map. Products with high market share but low growth are…

  1. Stars (=high growth, high market share)
    – use large amounts of cash and are leaders in the business so they should also generate large amounts of cash.
    – frequently roughly in balance on net cash flow. However if needed any attempt should be made to hold share, because the rewards will be a cash cow if market share is kept.
  2. Cash Cows (=low growth, high market share)
    – profits and cash generation should be high , and because of the low growth, investments needed should be low. Keep profits high
    – Foundation of a company
  3.  Dogs (=low growth, low market share)
    – avoid and minimize the number of dogs in a company.
    – beware of expensive ‘turn around plans’.
    – deliver cash, otherwise liquidate
  4.  Question Marks (= high growth, low market share)
    – have the worst cash characteristics of all, because high demands and low returns due to low market share
    – if nothing is done to change the market share, question marks will simply absorb great amounts of cash and later, as the growth stops, a dog.
    – either invest heavily or sell off or invest nothing and generate whatever cash it can. Increase market share or deliver cash.


The Customer Development team is responsible for the overall sales and distribution of our brands across the country. They are the bridge between the Brands & Development team and the Consumers .the many business areas and varied.

Unilever Bangladesh emphasizes on better opportunities of education at all levels and for everyone. Here we talk about some of the social initiatives taken by UBL in the area of education.

Career in Finance:

Finance in Unilever Bangladesh Ltd. is about being ” Partners in Value Creation ” : it’s about seizing opportunities to create value and working with our business teams to set and deliver aggressive targets.

1.   Supply Chain Management

As one of the world ’ s largest consumer goods companies, our supply chain management is one of the most advanced, efficient and challenging systems ; from finding the raw materials to delivering our end product.

2. Lux Channel I Super star

Lux has for long been the beauty soap of international stars, having been endorsed by global stars like Sophia Loren and Catherine Zeta Jones to national stars like Subarna Mustafa and Aupee Karim.

Our endeavour to be the best and give the best to our consumers and the community we operate in, has won us many awards and recognitions over the years. Here’s a list of some of the significant accolades we received:

Career in HR:

Unilever ’ s people are our most important asset. In Human Resources (HR) , you ’ ll support and develop those people, enabling them to deliver outstanding business performance.


Working with us

The passion of our people is our greatest strength. At Unilever, we work together to the highest standards of professional excellence and integrity to make a difference to people’s everyday lives.

People first

As a business, we consistently rank among the world’s most admired employers and have a reputation for putting people first. That’s because we provide opportunities for all our people to pursue their careers goals, develop professionally and maintain a healthy balance between their professional and personal lives. We’re committed to our people because we recognise that our strength comes from their energy and passion. And we believe that diversity makes us stronger, through individuals working together to deliver outstanding results.

Multi-local multinational

Our business activities reach right around the world, with our local companies focusing on their local markets and communities. Our commitment to developing strong local businesses makes Unilever unique – and it’s why we call ourselves the ‘multi-local multinational’

1.   Unilever managers distribute relief materials to flood affected people

Unilever Bangladesh managers have contributed from their salary to provide relief materials to the flood affected people of the country. This relief material was in the form of five kg relief packs containing Chal, Dal, Salt, Dry Biscuits, Orsaline and Water purifying tablets. Using the distribution strength of the Company.

2.   Career in HR

Unilever ’ s people are our most important asset. In Human Resources (HR) , you ’ ll support and develop those people, enabling them to deliver outstanding business performance.

Strategic business partners

People involved in human resources are strategic business partners to all functions facilitating, guiding, and helping in implementing the people’s process for growth. They play both a tactical and a strategic role within every aspect of business partners, talent management, recruiting, management development, training, remuneration, communications, employee relations, and welfare. They also act as architects, of the organisations and facilitate and expedite the development of individual potential.

Fostering leadership & growth

In Human Resources, one is the anchor for building organizational capability, values and beliefs. You will be responsible for fostering leadership and growth in the organization.

To do this you need:

  • A real interest in how people drive the business.
  • Strong interpersonal and leadership skills.
  • The strength and integrity to take tough decisions when necessary.
  • Strong understanding of the overall business.
  • An interest in coaching and developing people.

Clear Complete Soft Care

Complete Soft Care gently gets rid of dandruff and gives great conditioning so that hair remains soft and silky and a healthy nourished scalp.

Clear Ice Cool

Ice cool has cooling menthol to give a cool sensation to the scalp while ensuring healthy dandruff free scalp and hair

Clear Hair Fall Defense

Hair Fall Defense reduces hair fall by 98%* as well as providing nourishment and dandruff protection.

*due to breakage vs. non-conditioning shampoo

Clear Extra Strength

Extra Strength has been designed for those individuals with severe dandruff and heavy flaking.

Clear Men

Besides these core variants, Clear has extended the brand to provde specific solutions for men becuase men are different. Research at the Clear Technology Centre in France verified that men’s scalps are differerent from those of women’s. It was found that men have oilier scalps and more prone to dandruff and hairfall. The packaging, perfume and formulation were specially adapted for men’s needs. The men’s range offers the following variants all of which have specific qualities besides getting rid of dandruff.

Clear Active Care

Style-Express has 3 in 1 Express clean formula for extra manageability so that hair can be styled easily.

Clear Men ActivSport

clearn on




Clear Active Care

Active Sport has been designed to give deep cleaning and reduce the oiliness of the male scalp. It also has cooling menthol for the clean and fresh feel in hair.

Clear Hair Fall Defense

Hair Fall Decrease has hair strengtheners to reduce hair breakage. It makes sure that hair stays where it naturally belongs.Our excellent range of Unisex and Men’s shampoos clearly demonstrates that we have the expertise and technological know how in scalp and hair health. Our products give us the confidence to challenge any user of a competition brand and ask “Can Your Shampoo do this?”



Clear Men Hair Fall Decrease

Clear Men Styl-Express

Clear has also launched Clear Anti-Dandruff Hair Oil in Bangladesh. This is a light, non-sticky, leave-on product that can be used both pre and post wash. Since it stays on hair for a longer period of time, it fights dandruff effectively for a longer period of time. In addition to fighting Dandruff it also provides nourishment to hair and scalp.

Our range of products clearly demonstrates that we have the expertise and technological know how in scalp and hair health. Our products give us the confidence to challenge any user of a competition brand and ask, “Can Your Shampoo do this?”

1.   Lux

We all want to be pampered, to look and feel great, to enjoy that moment when anything seems possible. And that’s just what Lux offers you on a daily basis at a price you can afford.

  • Lux Strawberry and Cream: Every woman wants to be indulged! Use Lux Strawberry and Cream to fill your skin smooth and silky. Lovingly created with a sumptuous mix of luscious strawberries and moisturizing cream extracts that leaves your skin soft.
  • Lux Peach and Cream: No women can resist the pleasure of being pampered. Use Lux Peach and Cream, lovingly created with the blend of juicy peach and moisturizing cream extracts, for a velvety, soft skin. Just gorgeous!
  • Aqua Sparkle: Wake up to a body that looks fresh and full of life. Lux Aqua Sparkle, with refreshing mineral salts and seaweed extracts, is the best kept secret to help renew your skin from bored to full of life! There won’t be dull days!
  • Crystal Shine: Blackout, silence! A breathtaking moment: your first step on the stage. A solitary spotlight on you. When your skin meets the drops of moisturizer and the shine of crystals that you can see and feel, there is a silent applause. Crystal Shine!
  • Nature Pure: Don’t let lazy skin get you down. Nature Pure is rich with chilled mint and refreshing cucumber extracts that help revive you. Go from zero to fabulously exciting in seconds.


Close up

Our mouths are our gateway to life. We use them to eat, drink, talk, laugh, smile and what not! Close up helps people like you to live life confidently and brings you the taste of success!

11. Pond’s

The impressive track record of Pond’s began when Theron T. Pond, a pharmacist from Utica New York, introduced ‘ Pond’s Golden Treasure ‘ in 1846, a witch-hazel based wonder product.

Pond’s Body Lotion

Pond’s Body Lotion is a light non-greasy lotion that gives you silky smooth skin. Its formulation is enriched with moisturisers and vitamin E that with regular use:

  • Softens your skin from within
  • Gives your skin a silky smooth feel

 Pond’s Daily Face Wash

Even the best soaps are alkaline, which while cleansing your face, dries and stretches your skin, resulting in premature wrinkles and lines. Pond’s Daily Face Wash is 100% soap-free, thus non-alkaline. Its Active Cleansing System deep cleans without drying. Your face retains its natural moisture and looks noticeably radiant.


21. Rexona

With Rexona’s unique body-responsive technology, which releases extra protection as you need it, you’ll know that your deodorant won’t let you down, giving you the confidence to face the day’s challenges.

Rexona was originally created in Australia in 1900 by a pharmacist and his wife. Since then it has led the field by providing consumers with cutting-edge technology that is proven to deliver outstanding results.

Rexona offers a wide range of highly effective antiperspirant deodorants to meet the everyday needs of men and women – everywhere. Rexona with its unique active ingredients provides 24-hours protection against body odour and underarm wetness to help keep one physically fresh and mentally confident, even in the toughest moments.

rexona product

Environment & society

We manage our social and environmental impacts responsibly

Working with SSKS

Unilever 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 city’s posh residential area- Banani.

Free evening school

Besides entrepreneurial training and other activities, SSKS runs a free evening school for children residing in slums and was funded by an international NGO thus far. Towards the end of 2004, the supporting organisation wrapped up its activities from Bangladesh which left SSKS floundering for funds.

With Education as one of UBL’s primary focus in CSR, UBL felt that it would be a shame to see such a wonderful initiative, providing education to over 300 underprivileged children, close down.

In January 2005, Unilever Bangladesh initiated the sponsorship of the school’ major expenses. The sponsorship helps to cover salaries for the teachers and staff, uniforms and books for the students, and other administrative outflows.

Lifebouy floating hospital

Women’s Empowerment

UBL brings opportunities to women for education, career and economic advancement.About the Profile you selected: You selected a company for which we offer a level 10 report. This means that this company is part of a corporate hierarchy having more than 80 member companies. In addition to the hierarchy itself, this report contains profile information for all companies in the hierarchy. This profile information varies by individual company, from general company data and names of key personnel to detailed information on outside service firms, competitors, and more.


Unilever Bangladesh Limited this year organised its annual Distributor Conference in Bangkok, Thailand, first ever outside the country, marking the stupendous business growth delivered in 2008. The company organises the conference every year as a part of retaining strong relationship and sustainable partnership with the distributors, said a press release. The officials of the sales and marketing team of the leading FMCG company accompanied the distributors.

Besides recognizing the best performing distributors in different categories, the company also honoured the distributors who have been identified as the highest VAT and Taxpayers by the National Board of Revenue (NBR), the release added.

 Building local partnerships on Unilever Bangladesh Limited