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CAMPION COLLEGE

(Affiliated to Tribhuvan University)


Kupondole, Lalitpur Nepal
Faculty:Management,BBA

MARKETING STRATEGY OF UNILEVER COMPANY NEPAL


Research Proposal submitted in partial fulfillment of requirement for the award of the BBA

Submitted by: Submitted to:


Rohinee Bista Padam Dangol
(7th sem, Finance) (Faculty member of finance)

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EXECUTIVE SUMMARY
Unilever a leading multinational corporation has multifarious brands that inherent consumer
products on a large scale and involve in manufacturing gigantic operating in hundred countries
all over the world. Unilever Nepal Limited manufactures, distributes, and sells detergents,
scourers, laundry soaps, soap noodles, toilet soaps, and personal products. The company is
based in Kathmandu, Nepal. Unilever Nepal Limited is a subsidiary of Hindustan Unilever
Limited. Unilever aims to meet a consumer’s needs in terms of nutrition , hygiene and personal
care with the products that makes people feel good about it and looking great and getting more
from life. A marketing plan is important for developing a promotional strategy as it helps
any business to identify its target markets and to set measurable goals. Unilever Nepal limited
also uses different marketing strategy to became market leader always and for the continuous
growth. This research paper aims to discuss about the marketing strategy conducted by
Unilever Nepal limited on its different product. The survey will be conducted for a purposeful
analysis of data collected from all those employees who are associated with making marketing
strategy of Unilever company. The purpose will be to know about what are the
mission,objectives of Unilever Nepal limited and what marketing strategy that Unilever uses
for their continuous growth,what are the influencing factors that affects in Unilever marketing
strategy.To achieve the relevant data and information about related topic that will be collected
with the help of various methods of data collection i.e, Primary data collection (Questionnaries
and interview) and Secondary data collection.

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Table of Contents
1. Introduction
1.1 Statement of problem
1.2 Significance
1.3 Objectives
1.4 Limitation
2. Literature Review
3. Theoritical framework
4. Hypothesis
5. Research Methodology
6. Reference

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Introduction
Unilever Nepal’s (UNL) parent company Hindustan Unilever Limited has been operating in
India since 1956 and the brands were accessed to Nepal since then through imports. The
journey of Unilever Nepal started in 1992 when Nepal Lever Limited, set up a factory in
Makwanpur district with an initial investment of 73.65 million NPR. The factory started
with the production of detergents, cleaning powders, toothpaste and toilet soaps. The
manufacturing activity of UNL commenced with the commercial production of Wheel
washing powder in one kg packaging in February 1994. UNL began exporting its products
from 1995 and started to earn profits from the third year of production.The exports
gradually decreased from the early 2000 and stopped completely in 2004. UNL then
explored the option of shifting focus on expanding Nepalese markets and that was when the
company was renamed to Unilever Nepal Limited.

Unilever’s intention is to globalize on production and to meet each and everyone’s needs
and desires every day. They have at least expanded into 75 countries worldwide and 1 out
of every 2 consumer products has their branding in them. They strive on committing
themselves to the welfare of the consumer market. ‘Unilever aims to meet a consumer’s
needs in terms of nutrition , hygiene and personal care with the products that makes people
feel good about it and looking great and getting more from life.Unilever focused directly on
their consumers and customers, the increase in global population and the demands of more
basic necessities led them to increase their boundaries over the world. They believed that
with high standards of good innovative behavior, winning brands, attractive pricing,
community support and continuous improvement, they can contribute fairly and endlessly
to their market, especially with the future predicted market of an extra 1 billion customers.
In this competitive business world, marketing is an essential part of any
company. The main two ideas of marketing are to attract the market and do the activities
to retain them.By the use of different methods of data collection we will be able to find out
the marketing strategy of Unilever Nepal limited .

1.1.Statement of problem
For success, the business will need to deal with customers, suppliers, employees, and others.
In almost all cases there will also be other organizations offering similar products to similar
customers. These other organizations are competitors. and their objective is the same: to
grow, make money and succeed. Effectively, the businesses are at war, fighting to gain the
same resource and territory i.e. the customer and like in war, it is necessary to understand the
enemy. For that reason we will analyze the competitive market strategy of Unilever.

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1.1.Significance
Unilever Nepal limited significant components are adding vitality to life, Meeting everyday
needs for nutrition ,hygiene, and personal care , and Helping people feel good, look good,
and get more out of life. Adding vitality to life is a general indicator of business strategy in
Unilever’s corporate mission statement. Such vitality is the value that consumers can
expect from the company’s products. The corporate mission also specifies the aspects of
life where such vitality is added. For example, Unilever’s food products address
consumers’ vitality needs in terms of nutrition. Furthermore, through these products, the
company attracts customers who want to feel good, look good, and get more out of life. The
mission statement’s specification of the types of products provides a foundation for the
product mix in Unilever’s marketing mix.There are many competitors of Unilever Nepal
limited in the context of Nepal. Besides this, Unilever always leading as a first
multinational corporation in the market.To khow about marketing strategy of Unilever
Nepal Limited and satisfaction level of customer from this product we will use
questionnaires and interview methods to collecting relevant data.

1.3 Objectives
General objectives:
The main objectives of this research will be to know about marketing strategy of Unilever
Nepal Ltd.how they develop their 4 P’s, how they segment their market, how they evaluate
segmented market and selection process of it and how they differentiated and positioned
their product on market.

Specific objectives:
 To findout about Unilever strategy regarding Product, Price, Place and Promotion.
 To identify the segmentation,targeting and positioning strategy used by Unilever
Nepal Limited.
 To develop some recommendation for further improvement in marketing strategy of
Unilever Nepal limited.

1.4 Limitation
 This study will be mainly targets Unilever Nepal limited but it doesnot incorporate
all the Unilever corporation in whole world .
 The sample size will be collected only from its headoffice (which is located at
Baneshwor,Kathmandu).
 The questionnaires will be only asked to the related staff or employees not to the
whole company staffs.

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Chapter 2
Literature review
Unilever is a multinational enterprise (MNE) that was officially established on the 1st of
January, 1930 by a merger of the Dutch margarine company Margarine Unie and the
British soap producer Lever Brothers. Nowadays, Unilever exists of more than 400 brands
that can be bought in 190 countries and has “the unique opportunity to work with
consumers to make sustainable living commonplace” (Unilever, 2017). Their vision as
stated on their website is as follows: “...to grow our business, while decoupling our
environmental footprint from our growth and increasing our positive social impact.”
Unilever is organized in four categories. The largest is Personal Care, then Foods followed
by Home Care and Refreshment. As Unilever is one of the larger multinationals in the
world, it is assumed that they will have a significant influence and a large bargaining 9
power in comparison to other companies in the process with Wageningen University &
Research.
Unilever Nepal’s (UNL) parent company Hindustan Unilever Limited has been operating in
India since 1956 and the brands were accessed to Nepal since then through imports. The
journey of Unilever Nepal started in 1992 when Nepal Lever Limited, set up a factory in
Makwanpur district with an initial investment of 73.65 million NPR. The factory started
with the production of detergents, cleaning powders, toothpaste and toilet soaps. The
manufacturing activity of UNL commenced with the commercial production of Wheel
washing powder in one kg packaging in February 1994. UNL began exporting its products
from 1995 and started to earn profits from the third year of production.The exports
gradually decreased from the early 2000 and stopped completely in 2004. UNL then
explored the option of shifting focus on expanding Nepalese markets and that was when the
company was renamed to Unilever Nepal Limited. UNL maintains a large product portfolio
in personal care and home care segments with products ranging from toothpaste to dish
washing soaps. Globally famous Lifebuoy, Liril, Close-Up, Sunsilk, Lux, Fair & Lovely,
Dove, Wheel, Ariel, Surf and many other brands of the company have become household
names in Nepal as well. The market penetration of UNL is signified by the fact that the
brands of the company are found across the country. From big supermarkets and
convenience stores in big cities to small shops in the remote areas, the products of UNL are
easily available throughout the country. The company has even reached the upper hills of
Humla, Kalikot and Jajarkot districts. Meanwhile, UNL has been packaging and marketing
products in such a way that the products are affordable to consumers of all income
groups(Wikipedia,2019). Therefore, this paper primarily focuses on marketing strategies for
this company. In short, the aim of this paper is to investigate according to which marketing
strategy Unilever could introduce this new product to the market.

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Chapter 3

Theoritical Framework

Theoritical framework is the basis or foundation upon which the study is established.It is
within the framework of this theory that the entire study proceeds.The theoretical
framework introduces and describes the theory that explain why the research problem under
study exist.It is presented in the early section of a dissertation and provides the rationale for
conducting a research to investigate a particular research problem.Theoritical framework
describes the relationship among variables,elaborates the theory underlying those
relations.In this case, when Unilever Nepal Ltd. uses marketing strategy, it will helps the
organization to became a market leader and continuous growth.

Betterment in financial Performance

Promoting healthy body image

Edge over its competitors

Effective marketing strategy High response from customers

Development in goods and products


with with best profit making potential

Effective departmental co-ordination


and and optimum utilization of resources

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Chapter 4

Research Methodology

Methodology section defines the type of research-research design, population and sample
definition, nature of collected data, methods used for data collection, and data analysis.
This research consists of research design and data collection methods used to conduct the
research. It is a sequential procedure and the method to be adopted in a systematic system.
It describes in detail all steps involved in conducting the study to arrive at proper
conclusions regarding the Marketing strategy of Unilever Nepal Ltd.

4.1. Research Design:

In compliance with the objectives of the research, it has adopted the descriptive research
design. Descriptive research design is the scientific research design which involves
observing and describing the behavior of a subject without influencing it in any way. This
design has mainly emphasized on gathering the required information using questionnaire
and interview method. Overall this research will be descriptive and analytical in nature.

4.2. Nature and Sources of data:

Both the qualitative and Quantitative analysis were used in the course of study. This
research will consist of data collected from both primary and secondary sources. The
primary data will be collected through questionnaires and interviews while secondary data
will collected by various published and unpublished financial report, newspapers, journals,
books and articles and visiting the relevant websites.

4.3. Sample and Population:

A sample is a group of people, objects, or items that are taken from a larger population for
the measurement.Few number of people will be chosen for the sample and the target
population will involve the Marketing strategy statements during several years of Unilever
Nepal Ltd.

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Chapter 5

References

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