People Management Development at Unilever
Surf Excel
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70% of the respondents said that they preferably use surf excel.
• Almost 67 % of the respondents who use Surf Excel said that they are using it from more than five years, 17% said that they are using it from less than 5 years and 15%using it from less than 6 months
• 20% using surf excel said that they use to purchase it every week. 21% said that they use to purchase it on fortnight and 59% said that they buy detergent once a month.
• 70 % of the Surf Excel respondents said that they would use the liquid detergent if the company will introduce it. And the remaining 30% said that they will not appreciateco this idea
• Advertisement recall of Surf Excel is also very high 70 % of the people who use
Surf Excel clearly recalled the different ads.
INTRODUCTION
The Detergent markets of Bangladesh are developing rapidly now a day. Continuous improvement of quality, efficient marketing strategies and strong distribution network for detergent industries have worked miracle for developing a sustained Detergent market of Tk 617 crore in Bangladesh. The growth came along the footprints of some multinationals that established dominance through their strong marketing mechanism. A large number of firms produce toiletries products like toilet detergent, cosmetics and other perfumes. However, only seven firms control 95 % of the market share. These firms are Unilever, Keya Cosmetics, Kohinoor Chemical Company, Lily Cosmetics, Marks & Allys Ltd., Aromatic Cosmetics Ltd. and Squares Toiletries. An analysis of market share of soap, cleaning detergent, laundry detergent and detergents of major cosmetics and toiletries firms in Bangladesh reveals that Unilever Bangladesh plays the dominant role in the market. Global market researcher ACNielsen recently surveyed that in the year 2006 market of fast moving consumer goods increased by 6.7 percent in Bangladesh while in India growth was 6.3 per cent. The detergent markets of Bangladesh are developing rapidly
•
70% of the respondents said that they preferably use surf excel.
• Almost 67 % of the respondents who use Surf Excel said that they are using it from more than five years, 17% said that they are using it from less than 5 years and 15%using it from less than 6 months
• 20% using surf excel said that they use to purchase it every week. 21% said that they use to purchase it on fortnight and 59% said that they buy detergent once a month.
• 70 % of the Surf Excel respondents said that they would use the liquid detergent if the company will introduce it. And the remaining 30% said that they will not appreciateco this idea
• Advertisement recall of Surf Excel is also very high 70 % of the people who use
Surf Excel clearly recalled the different ads.
INTRODUCTION
The Detergent markets of Bangladesh are developing rapidly now a day. Continuous improvement of quality, efficient marketing strategies and strong distribution network for detergent industries have worked miracle for developing a sustained Detergent market of Tk 617 crore in Bangladesh. The growth came along the footprints of some multinationals that established dominance through their strong marketing mechanism. A large number of firms produce toiletries products like toilet detergent, cosmetics and other perfumes. However, only seven firms control 95 % of the market share. These firms are Unilever, Keya Cosmetics, Kohinoor Chemical Company, Lily Cosmetics, Marks & Allys Ltd., Aromatic Cosmetics Ltd. and Squares Toiletries. An analysis of market share of soap, cleaning detergent, laundry detergent and detergents of major cosmetics and toiletries firms in Bangladesh reveals that Unilever Bangladesh plays the dominant role in the market. Global market researcher ACNielsen recently surveyed that in the year 2006 market of fast moving consumer goods increased by 6.7 percent in Bangladesh while in India growth was 6.3 per cent. The detergent markets of Bangladesh are developing rapidly