Unilever is an Anglo-Dutch company, with a history of grand operation, on which it has

gradually built its capital. Today it owns most of the world's consumer product brands in
food, beverages, cleaning agents and personal care products. Unilever Bangladesh Ltd is one of
the world’s most successful fast moving consumer goods manufacturing companies with local
manufacturing facilities, reporting to regional business groups for innovation and business
results. Unilever brands are trusted everywhere and, by listening to the people who buy
them, they've grown into one of the world's most successful consumer goods companies. In fact,
150 million times a day, someone somewhere chooses a

Unilever product. Unilever Bangladesh Limited has five departments

to carry out all the organizational functions. I was appointed in
Customer Development Department Headed by Customer
Development Director (CDD) as an intern. Starting from the depot to
reaching the products to the market, Unilever CD plays very important
role. My internship report on “how strong brand building is
leveraged efficient operation in the market”. This report is designed
in four major chapters. Initially the opening words about the report
were described in the first segment titled “Introduction”. The next
segment “Overview of Unilever” contains the history of Unilever,
Unilever Bangladesh Ltd, and Organizational structure. Next two
chapters are on my intern experience and the project part. In
chapter three I have briefly describe my key responsibilities and
involvements as an intern of CD Department. And in project part I
have research that how strong brand building is leveraged sufficient
operation in the market through the survey to retailers and shoppers.
At the end I have find out some interpretation of the findings and gave
recommendation.

The trade atmosphere today is changing more rapidly than ever before. It is
characterized by
increasing competition from both domestic and foreign companies, a brandish of
mergers and
acquisitions, and more sophisticated and demand
ing customers who have great expectations
related to their consumption experiences. Since
services are intangible, heterogeneous, and
inseparable, it is difficult to measure service
quality objectively. So the companies have focus
to so many different aspects in order to make sure their sales.
This project deals with mee
ting up the new challenges that UBL is facing to manage the
selling environment. Unilever has stared so many projects to get a better
position in the
market. The objective of the study is to see
how strong brands’ building is leveraged
through efficient operation in the market.

1.2
ORIGIN OF THE REPORT
This report is a requirement of the internship
program for my BBA pr
ogram. My supervisor
Ms. Syeda Shaharbanu Shahbazi assigned me the t
opic. I have tried my level best to make it
as an excellent one. I used all
the latest data and
information. I have been serving this
company as an intern under Customer Development Department for three
months. I got
privilege to put latest data. My
job responsibility is to create
relationship with our present and
potential customers, sales products and provide
service time to time by giving latest product’s
information. So, I am getting the opportunity to
be very close to the customer as well as
retailers. I have th
e idea why customer choose, the reason
of leave and the
reason of using
Unilever products. My supervisor Ms. Munira Rahman, Manager of the
Customer
Development, guides me time to time to make this report fruitful.
1.3 OBJECTIVE OF THE STUDY
1.3.1 General Objective:
The main objective of this report
is to have an assessment about
overall activities of customer
development department. How they manage all
the selling process, what services it is
providing to the shoppers and how
retailers are getting benefit fr
om it and finally what is the
gain for Unilever from this project, in short how it is meeting up the requirements
of the three
stakeholders of the company.
1.3.2 Specific Objective:
™
To understand the drive structure of UBL.
™
To understand the channels of UBL.
™
How sales help to building a
brand position in the Market.
™
How sales improving customer
and retailers relationship.
™
How it is providing better visibility.
™
How it has helped to gain more market share.
™
How it has helped increasing UBL share in
shoppers basket in specific channels.
™
Achieving sales growth.
™
Unilever CD’s efficient distribution system
is capable of reaching the products to the
remotest of the places.
™
UBL successfully places and displays new
launches/ promotional offers in all the
outlets.
™
UBL is capable of establishing a new
product/brand in the outlets/among the
retailers/ consumers through efficient di
stribution, display
and POS material
execution.
™
UBL’s sales officers share good bonding with th
e retailers which encourages them to
store more Unilever products.
™
UBL’s display programs/perfect store campa
ign in the outlets helps synchronization
between brand and CD’s objec
tives and ultimately helps the brand to become strong
in the market.
1.4
SCOPE OF THE REPORT
This internship report covers all the asp
ects of retail environment from all the three
perspective, UBL, retailers
and shoppers. This report also
gives an overview about the
company like about the mission and goals of th
e company, the functional departments, the
strategies, social res
ponsibilities etc.
This report has been prepared
through extensive discussion w
ith the customer development
manager, retailers and with the shoppers. Wh
ile preparing this report, I had a great
opportunity to have an in depth knowledge of
sales activities of the “Unilever Bangladesh
Ltd.” It also helped me to acquire a first-
hand perception of a leadi
ng Multinational company
in Bangladesh.
1.5
METHODOLOGY
To make the report more meaningful and presentable, two sources of data
and information
were used widely. Both primary
and secondary data sources were
used to prepare this report.
There are some records collected from various
resources of the company. Most of them can
be treated as the secondary date. Furthermore,
I also attend some outlets survey. That have
been used as a medium of coll
ecting data for preparing this re
port. Primary data that are
mainly used are from different persons dire
ctly related to CD Department on Unilever
Bangladesh. The secondary data are mainly co
llected through differe
nt journals, yearbooks,
brand book, presentations slides, websites and etc.

2.1 UNILEVER GLOBAL

Unilever is an Anglo-Dutch company, with a hist
ory of colonial explo
itation, on which it has
gradually built its capital. Today it owns most
of the world's consumer product brands in
food, beverages, cleaning agents and personal care products. Unilever
employs more than
247,000 people and had worldwide revenue of
€48 760 million in 2002. Unilever has two
parent companies: Unilever NV in Rotterdam
, Netherlands, and Unilever PLC in London,
United Kingdom. This arrangement is similar to
that of Reed Elsevier, and that of Royal
Dutch Shell prior to their unified structure. Bo
th Unilever companies have the same directors
and effectively operate as a single business.
The current non-executive Chairman of Unilever
N.V. and PLC is Antony Burgmans while
Patrick Cescau is Group Chief Executive.
Unilever's major competitors include Nestlé and Procter & Gamble.
Key facts:
™
In 2008 Unilever’s worldwide turnover was €40.5 billion
™
They employ 174 000 people in around 100 countries worldwide
™
Every day, 160 million people choose their br
ands to feed their families and to
clean themselves and their homes.
™
Their strong portfolio of foods, home an
d personal care brands is trusted by
consumers the world over. Among them, the top 25 brands account for over
70% of
sales.
™
In 2008 they invested €927 million in research and development.
™
They are the global market leader in all
the Food categories in which they operate:
Savoury and Dressings, Spreads, Weight
Management, Tea, and Ice Cream
™
They are also global market leader in Skin and Deodorants, and have very
strong
positions in other Home and Personal Care categories.
™
In 2008 they invested €91 million on community projects worldwide
2.2 HISTORY OF UNILEVER
Lever Brothers was founded in 1885 by William Hesketh Lever. Lever
established soap
factories around the world. In 1917, he began to
diversify into foods, acquiring fish, ice
cream and canned foods businesses. In th
e Thirties, Unilever
introduced improved
technology to the business. The
business grew and new ventur
es were launched in Latin
America. The entrepreneurial spirit of the
founders and their caring approach to their
employees and their communities remain at
the heart of Unilever's business today.
Unilever was formed in 1930 when the Dutch
margarine company Margarine Unie merged
with British soap maker Lever Brothers. Companies were competing for the
same raw
materials, both were involved
in large-scale marketing of
household products and both used
similar distribution channels. Between them,
they had operations
in over 40 countries.
Margarine Unie grew through mergers with
other margarine companies in the 1920s.
In a history that now crosses three centuries
, Unilever's success has been influenced by the
major events of the day – economic boom,
depression, world wars, changing consumer
lifestyles and advances in t
echnology. And throughout they've created products that help
people get more out of life – cutting the ti
me spent on household chores, improving nutrition,
enabling people to enjoy food a
nd take care of their homes, their clothes and themselves.
Through this timeline you'll see how UBL brand
portfolio has evolved. At the beginning of
the 21st century, path to Growth strategy focu
sed us on global high-potential brands and
vitality mission is taking us into a new phase of development. More than
ever, how brands
are helping people 'feel good, look g
ood and get more out of life'
– a sentiment close to Lord
Leverhulme's heart over a hundred years ago
Timeline
19th century:
Although Unilever wasn't formed until 1930,
the companies that joined forces
to create the business we know today were
already well established before the
start of the 20th century.
1900s:
Unilever's founding companies produced
products made of oils and fats,
principally soap and margarine. At th
e beginning of the 20th century their
expansion nearly outstrips th
e supply of raw materials.
1910s:
Tough economic conditions and the First
World War make trading difficult for
everyone, so many businesses form trade a
ssociations to protect their shared
interests.
1920s:
With businesses expanding fast, companies set up negotiations intending to
stop others producing the same types of
products. But instead they agree to
merge - and so Unilever is created.
1930s:
Unilever's first decade is no easy ride: it starts with the Great Depression and
ends with the Second World War. Bu
t while the business rationalizes
operations, it also continues to diversify.
1940s:
Unilever's operations around the world be
gin to fragment, but the business
continues to expand further
into the foods market and
increase investment in
research and development.
1950s:
Business booms as new technology and the European Economic Community
lead to rising standards of living in
the West, while new markets open up in
emerging economies around the globe.
1960s:
As the world economy expands so does Unilever and it sets about developing
new products, entering new markets and running a highly ambitious
acquisition program.
1970s:
Hard economic conditions and high in
flation make the 70s a tough time for
everyone, but things are particularly
difficult in the fast-moving consumer
goods (FMCG) sector as the big retail
ers start to flex their muscles.
1980s:
The business expands into Central and Eastern Europe
and further sharpens its
focus on fewer product categories, leading
to the sale or withdrawal of two-
thirds of its brands.
1990s:
The business expands into Central and Eastern Europe
and further sharpens its
focus on fewer product categories, leading
to the sale or withdrawal of two-
thirds of its brands.
The 21
st
Centuries:
The decade starts with the launch
of Path to Growth, a five-year
strategic plan, and in 2
004 further sharpens its focus on the needs of 21st
century consumers with its Vitality mission.
2.3 UNILEVER DESIGN AND HISTORY
2.5 UNILEVER AT A GLANCE
Type of business:
Fast Moving Consumer Goods Company with local manufacturing
facilities, reporting to regional
business groups for innovation and
business results.
Operations:
Home and Personal Care, Foods
Constitution:
Unilever - 60.75% shares, Gove
rnment of Bangladesh - 39.25%
Product
categories:
Household Care, Fabric Cleaning, Skin Cleansing, Skin Care, Oral
Care, Hair Care, Personal Gr
ooming, Tea based Beverages.
Brands:
Wheel, Lux, Lifebuoy, Fair & Lovely, Pond's, Close Up,
Sunsilk, Taaza, Pepsodent, Clear, Vim, Surf Excel, Rexona,
Dove, Vaseline & Lakme.
Manufacturing
Facilities:
The Company has a Soap Manufacturing factory and a Personal
Products Factory located in Chittagong. Besides these, there is a tea
packaging operation in Chittagong a
nd three manufacturing units in
Dhaka, which are owned and run by th
ird parties exclusively dedicated
to Unilever Bangladesh.
Employees:
Unilever Operations in Banglades
h provide employment to over
10,000 people directly and through its de
dicated suppliers
, distributors
and service providers. 99.5% of UB
L employees are locals and they
have equal number of Bangladeshis
working abroad in other Unilever
companies as