Introduction: Unilever Bangladesh Limited is a leading consumer goods company in Bangladesh. It was established in 1964 as a subsidiary of Unilever, a British-Dutch multinational consumer goods company. Unilever Bangladesh Limited has been operating in Bangladesh for over 50 years and has become a household name for many of its products. In this report, we will delve into the history, struggle, controversy, marketing strategy, loss, profit, and current company situation of Unilever Bangladesh Limited.
History: Unilever Bangladesh Limited began its journey in 1964 as a subsidiary of Lever Brothers Pakistan Limited. The company started its operations with the production of soap, and later expanded into the production of other consumer goods, such as tea, toothpaste, and personal care products. In 1973, the company became a fully owned subsidiary of Unilever, and its name was changed to Unilever Bangladesh Limited.
Struggle and Controversy: Over the years, Unilever Bangladesh Limited has faced several struggles and controversies. In 2008, the company was accused of dumping mercury-contaminated waste into a river in Kushtia, which led to protests and legal action. The company denied the accusations and claimed that it had followed all environmental regulations. In 2016, Unilever Bangladesh Limited faced another controversy when it was accused of exploiting workers in its tea plantations. The company denied the accusations and stated that it had taken steps to ensure fair treatment of its workers.
Marketing Strategy: Unilever Bangladesh Limited has been known for its effective marketing strategies. The company has always focused on creating products that cater to the needs of the local market. For example, the company introduced its popular soap brand ‘Lifebuoy’ with the tagline ‘Tandurusti ki raksha karta hai’ (protects against diseases), which resonated with the local audience. Unilever Bangladesh Limited has also been active in promoting its products through advertising campaigns, sponsorships, and social media marketing.
Loss and Profit: Unilever Bangladesh Limited has had its fair share of losses and profits over the years. In 2020, the company reported a net profit of BDT 7.64 billion (approximately USD 90 million), which was a 17% increase from the previous year. However, in 2019, the company had reported a net loss of BDT 2.15 billion (approximately USD 25 million) due to a significant write-down of its tea business.
Current Company Situation: Currently, Unilever Bangladesh Limited is one of the leading consumer goods companies in Bangladesh, with a strong presence in the home care, personal care, and food and beverage sectors. The company has a wide range of popular brands, such as Lifebuoy, Lux, Sunsilk, Knorr, Lipton, and many more. Unilever Bangladesh Limited has also been actively involved in corporate social responsibility initiatives, such as promoting hygiene and sanitation in rural areas, providing education to underprivileged children, and reducing its carbon footprint.
Conclusion: In conclusion, Unilever Bangladesh Limited has come a long way since its inception in 1964. The company has faced several struggles and controversies, but it has also been able to establish itself as a leading consumer goods company in Bangladesh. With its strong marketing strategies, diverse product range, and commitment to corporate social responsibility, Unilever Bangladesh Limited is poised to continue its growth in the coming years.