Evaluation of Entry into Ice cream Business - BRAC University ...

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Figure 2: Unilever’s Governing Structure The Category Presidents for Foods and Home and Personal Care are responsible for Category strategies, brand development and innovation. The Regional Presidents are responsible for managing the business, deploying brands and innovations effectively and winning with customers. They are supported by the Finance and HR functions. 2.3.8 Organizational Structure: Unilever Bangladesh is headed by a Chief Executive Officer, Mr. Rakesh Mohan, in Bangladesh. There are five departments headed by five individual directors. Presently the company has the following departments at its corporate headquarters: Brands & Development K.S.M. Minhaz Supply Chain Imran Momin CEO & Chairman Rakesh Mohan Finance IT & Legal Mahatabuddin Ahmed Customer Development Mizanur Rashid Figure 3: Departments and Leadership Team of UBL 2.3.9 Brands and Development Department: This department has five parts working together. These are: � Brands � Development � Consumer and Market Insight (CMI) � Media � Activation Evaluation of Entry into Ice cream Business for Bangladesh Limited 12 Human Resources Jerry Jose
This department is responsible for nurturing a brand towards market leadership and offering consumers with innovation and novelty in brands. With a deep consumer insight, the Brand Managers look after the brands on a daily basis: planning and organizing activities that boost their image and increase their exposure. The Brands Team has been expanded to Brands and Development, thus providing the opportunity of increased coordination between the Marketing and Development Team and to ensure a successful innovation process at Unilever. The Development team is responsible for developing cost-effective formulations and packaging for the products and developing and improving the processes involved in their manufacture. However, Bangladesh still remains a Brand-Building country while Development generally takes place at regional level. Brand Developing countries are responsible for the brand category strategy, identifying new consumer and technology opportunities, product formulation and packaging design and communication strategy. The critical role of Brand Building is to lead the specific country category and brand operations team to create, execute and evaluate the insight-led Category Building Plan and Brand Marketing Plans created by Brand Development. Development at local levels takes place in the form of packaging innovations and minor product modifications to fit local consumer needs and production methods. Marketing information is crucial for UBL and the company decisions are based to a large extent on the accuracy and timeliness of such information. Consumer and Market Insight (CMI) team ensure that data are collected cost effectively to provide consumer information to aid the company to attain a competitive advantage. This helps to achieve a proactive understanding of the Bangladeshi consumer. The CMI team carries out various market and consumer research through external research agencies such as Sirius and AC Nielson and also coordinates with regional CMI team to gather category research done globally. Brand activation is the core marketing process through which a brand is brought to life through a variety of brand experiences. The activation team builds a brand by creating a physical or emotional space in the consumers’ lives that enables the brand to interact in a meaningful way. These activation programs drive purchase and preference by building consistent, long term relationships with consumers. The responsibility of the media team is to buy media space, settle the different media packages for each brand and coordinate various partnerships and events with media partners. The Organogram on the following page depicts the different positions in Brands, Development, Media, Activation and CMI. Evaluation of Entry into Ice cream Business for Bangladesh Limited 13
Page 1: “Evaluation of Entry into Ice cre
Page 5 and 6: ACKNOWLEDGEMENT I would like to sho
Page 7 and 8: segmented based on their desired sa
Page 9 and 10: I. Production Capacity 26 J. Produc
Page 11 and 12: List of Figures Detail Page No. Fig
Page 13 and 14: 1.0 INTRODUCTION This section prese
Page 15 and 16: Consumer Visit: To understand consu
Page 17 and 18: 2.0 BACKGROUND OF THE ORGANIZATION
Page 19 and 20: 2.2.2 Surviving the Great Depressio
Page 21 and 22: 2.3.1 Manufacturing Facilities: The
Page 23: Unilever states its mission as foll
Page 27 and 28: 3.1 Overview 3.0 GLOBAL ICE CREAM I
Page 29 and 30: 4.1 Industry Construct 4.0 BANGLADE
Page 31 and 32: � 1999: Kwality ice-cream entered
Page 33 and 34: Igloo is confident about its unbeat
Page 35 and 36: E. Geographic Sales Orientation: Sa
Page 37 and 38: Among the retail shops, there are a
Page 39 and 40: serving Multiple Cup and Sundae Fla
Page 41 and 42: However, in current times there is
Page 43 and 44: move and thus prefers independent c
Page 45 and 46: successfully removed Polar from the
Page 47 and 48: their nation wide milk supply netwo
Page 49 and 50: � Target Group: Most of the consu
Page 51 and 52: MövenPick of Switzerland: Basic Co
Page 53 and 54: Gelateria Igloo: Basic Company Info
Page 55 and 56: 6.1.3 Target SEC and DMFI Group: Co
Page 57 and 58: 6.3.2 Habits of Kids: � Kids choo
Page 59 and 60: Travelling To/From Work/School 65 A
Page 61 and 62: Figure 15: Relevance of Occasion-Fr
Page 63 and 64: � Natural appearance � Melting
Page 65 and 66: 7.2 Prospects of Entry The ice-crea
Page 67 and 68: 8.3 Placement � Distribution focu
Page 69 and 70: 9.1 Basic Assumptions 9.0 BUSINESS
Page 71: Web References: References 1. www.u

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