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

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