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联合利华是世界上最大的和领先的跨国公司之一,联合利华在更大范围内开始他们的业务活动,在荷兰设立了他们的第一家工厂,在1872年。在孟加拉的经营在过去的四年里,该公司试图通过将世界一流的高品质的产品在他们的客户的门口的生活水平的提高有助于提高生活水平。联合利华产品的使用超过90%的人在孟加拉站证明他们的成功运作。。他们的产品阵列显示,他们生产的家用保健织物清洁、皮肤清洁、皮肤护理、口腔护理,头发护理,个人护理,和茶饮料产品的全球知名品牌的车轮,在力士、救生圈、公平与可爱,旁氏,关闭、夏士莲、立顿、立顿taaza,Pepsodent,所有人都清楚,Vim,Surf Excel,和舒耐。


Unilever is a multinational consumer product manufacturing giant operating in over hundred countries all around the globe. Unilever Bangladesh is the Bangladesh chapter of Unilever, where the company holds 60.75% share whereas the Government of Peoples Republic of Bangladesh holds 39.25% share.

Unilever’s one of the most popular brand is LUX. They segments LUX.’s market according to geographical locations. It further differentiates these segments into Socio Economic Cluster (SEC) which takes into account the criteria of education and profession which ultimately measures the financial ability of consumers. The cluster is divided into five parts starting from A to E. Unilever targets the urban and sub urban upper middle class and middle class segment of the population, who falls under A to C of SEC.

Tactical marketing tools, 4P’s, are extensively used by the company to market LUX. Though LUX is produced in Bangladesh, Unilever Bangladesh maintains the same standard all around the globe. The product is available in six different fragrances under three different sizes. Since the demand for beauty soap market is to a great extent oligopolistic, variations in price lead to price war which can eventually break down the company’s market share. Thus Unilever cannot provide a better price than its competitors. But the price is affordable by most of the people. Unilever Bangladesh has outsourced its distribution channels to third party distributors which allow them to distribute LUX in massive bulks amounting to around ten million pieces. It undertakes the largest promotional activities in the beauty soap industry.

Unilever is one of the world’s largest and leading multinational companies; Unilever commenced their business activities on a larger scale by setting up their first factory in Netherlands, in the year of 1872. Operating in Bangladesh for over the last four decades the company is trying to significantly contribute towards the augmentation of the standard of living by bringing world class high quality products at the door step of their customers. The usage of Unilever products by over 90% of the people in Bangladesh stands a testimony to their successful operation. . Their array of products show that they produce household care, fabric cleaning, skin cleansing, skin care, oral care, hair care, personal grooming, and tea based beverage products under worldwide famous brand names Wheel, LUX, Lifebuoy, Fair & Lovely, Pond’s, Close Up, Sunsilk, Lipton, Lipton Taaza, Pepsodent, All Clear, Vim, Surf Excel, and Rexona.