Campaign Proposal: Unilever

Course Code: MSJ11341

Unilever Bangladesh:

Unilever Bangladesh Ltd. is the leading and largest consumer goods company formed in 1973 initially as Lever Brothers Bangladesh Ltd. Unilever has been serving its people with home and personal care products for over 4 decades. We have been successfully launching innovative and useful products throughout decades that have been a part of over 90% people’s households in Bangladesh (Hossain, 2016). Almost every household have at least one of our products because of how useful, good quality and affordable they are. Starting from personal care, beverages, household care, food, etc. 2.5 billion people use our products every day to feel good, look good & get more out of life.

Vision, Mission, Goals & Objectives of Unilever:

Vision: Our main vision is to be the global leader in sustainable business. Demonstrating how purpose-led and future fit business model can improve the performance of the brands and help in creating long term value for the stakeholders.

Mission:

Ø Improve people’s health, confidence & wellbeing.

Ø Improve the health of the planet

Ø Contribute to a fairer and more socially inclusive world.

Ø Delivering long-term, superior value.

Ø Serve people everywhere.

Goals & Objectives:

Three of our biggest goals are-

Ø Help more than a billion people to improve their health & wellbeing.

Ø Having the environmental footprint of their products.

Ø Sourcing 100% of our agricultural raw materials sustainably and enhancing the livelihoods of people across their value chain. (About us, Unilever)

Figure 30: Purpose and strategy of Unilever

Analyzing Unilever’s photos and contents:

Upon the first view of the Unilever’s website, one thing that is promoted frequently is sustainable living. All about what can be done make the world a better place to live in for the future. Also career development programs and job opportunities throughout our website. Our contents in the website also promote diversity. Being one of the leading brands in consumer goods, our photos and contents do not focus on just promoting the products. Rather, we focus on steps towards a sustainable future, empowerment, & diversity to make this world a better place.

Stakeholders and target audiences:

Unilever has a multi-stakeholder value creation model that serves a diverse range of stakeholders from consumer & customers, the society, the planet and the shareholders of the company. For Bangladesh, our main target audiences are middle class people as the products are quite affordable, in order to increase the sales and our market share.

Media relations activities, CSR activities and other campaigns by Unilever Bangladesh:

In 2006, Unilever Bangladesh received a nation level CSR award as an imitable leader in the area of corporate engagement in social development organized Standard Chartered Bank and the Daily Financial Express (UBL receives national recognition for CSR, 2006). Our CSR activities mainly focus on health, hygiene, women empowerment & education. One of our most remarkable CSR activities was “Lifebuoy Friendship Hospital” which helped thousands of people in need to receive free and effective treatment. Unilever also started scholarship programs to provide education to children from slums. We also funded “Unilever Chevening Scholarship” for Bangladeshi students to study in UK universities. Unilever also sponsored 2 months training to the nurses of Ma o Shishu Kendra in 2006 (BILS, 2015).

The Product: “POND’s Sunscreen Hydration Mist”

POND’s, an American beauty brand currently owned by Unilever. POND’s specializes in introducing innovative skincare and beauty products at a very affordable price point. Their products are sold and widely popular all around the world, especially in Asian countries like India, Japan, Bangladesh & Thailand.

The product that we are going to launch is “POND’s Sunscreen Hydration Mist” with Unilever Bangladesh. This is going to be a revolutionary product that is going to provide maximum protection from the dangerous ultraviolet rays of the sun and hydrate the skin at the same time. And just like other products from POND’s, this is also going to be affordable so that a wide range of our customers can buy this product.

What makes this product unique?

Ø Traditional sunscreens are usually in a cream or pomade consistency that one needs to apply on the face by rubbing it into the skin. And a lot of the times it feels heavy and greasy on the face. That’s why a lot of people tend to avoid sunscreen in general, which leads to various skin complications in the future. However, the POND’s Sunscreen Mist comes in a spray form which makes it super easy to apply on the skin and instantly hydrates the face.

Ø According to skincare experts, sunscreens with SPF 30-50 can provide sun protection for 2 hours’ maximum. After that time, one must re-apply the sunscreen. Basically one must re-apply every after 2 hours in order to protect the skin from UV rays. But re-application can be time consuming, making it almost impossible for a lot of women working outdoors. However, this product can simply be sprayed on the face and as it dries almost instantly, there is no need to rub it into the skin. So, it’s really easy to re-apply throughout the day.

Ø The packaging, material and the size of the product makes it really easy to travel with.

Ø A lot of women who wears makeup on a daily basis cannot re-apply sunscreen throughout the day as it will ruin the makeup. But, this product can easily be sprayed on the face on top of makeup. As the spray is very fine, gentle and even, it will not ruin the face makeup.

Ø The unique formula of this product not only will protect the skin UV rays, but also hydrate the skin throughout the day without being too greasy, heavy or oily. This can also be used as a refreshing mist.

Ø The product will be 100% cruelty-free & vegan with environment-friendly packaging.

Figure 31: Animation of the product- "POND's Sunscreen Hydration Mist"

Objectives of this campaign:

Ø To inform the public about the importance of using SPF every day.

Ø To inform that direct contact with the UV rays of the sun is a major cause of various skin diseases- including skin cancer.

Ø Melanoma, the most serious type of skin cancer can be caused due to frequent exposure to sunlight and UV rays. Therefore, encouraging the public to get into the habit of using sunscreen.

Ø To promote the first-ever sunscreen mist available in Bangladesh at an affordable price.

Ø To introduce people to this innovative product so that they know what the functions of this product are.

The goals of the campaign by Unilever Bangladesh Ltd. shall be analyzed & set as SMART method:

SMART	GOALS
Specific	Introduce people to this new innovative product and encourage the public to buy this product to protect their skin against the sun.
Measurable	If the campaign is carried out successfully, the increase in sales can be measured and analyzed.
Achievable	POND’s have successfully launched innovative products like these before, so this is surely achievable if the campaign is done strategically.
Realistic	This campaign will be partnered with POND’s and Unilever Bangladesh Ltd.
Time-Bound	The campaign will take place from April 2021- June 2021.

Target audience:

This campaign will mostly be targeted towards women from the age of 20-65 years in Bangladesh. Because usually during this age range woman are the most aware of their skin care products. Also women from middle class- higher middle class are our target customers of this campaign, because they can easily afford to buy this product.

The audiences are segmented based on:

Psychographics factors: Preferences, Interests, Lifestyles, Habits and Behaviors.

Demographic factors: Age, Gender, Income, Location, Professional/Social Class.

Key messages:

Key Audience	Key Message	Key Channel
Women from the age of 20-65 years.	“A mist of protection, And a boost of hydration”	TV Advertisements, Commercials, Newspapers & Magazines.
Women from the age of 20-35 years.	“Spritz to protect and care”	Social media, YouTube Ads, TV Advertisements.
Women from the age of 35-65 years.	“Complete sun protection to keep your skin safe & hydrated, always.”	Websites, blogs, social media posts, influencer videos.

Tactics & Media tools:

Ø Sending PR package to influencers before product launch:

By sending a aesthetic and visually attractive PR package to a number of well-known influencers and celebrities of Bangladesh will create a lot of hype about the product it launches without having to pay for the promotions. Because almost every influence will post about the PR packages in their social media platforms. Here are a few references of the PR packages and posts made by influencers on a previous campaign by POND’s:

Ø Grand launch online:

With the PR package, an invitation of the online launch ceremony will also be given for the influencers and celebrities to join on the given date. There will be special guests invited in the launch party like- Bidya Sinha Mim, Ridy Sheikh, Raba Khan, Shirin Akter Shila, who will speak at the launch. This will be broadcasted live on Facebook and Instagram so that a large number of audiences can join. This program will be conducted due to the current Covid-19 pandemic.

Ø Giveaway contest:

A giveaway contest will be arranged called “POND’s sun kissed glow selfie contest” where women will upload a picture of themselves in the sunlight using the hash tags: #pondssunkissedglow #PONDS #Spritz2protect. 10 lucky winners will be chosen who will get this product as a gift. A lot of women will participate as this is a unique product. In this way we will be engaging with our potential customers.

Ø TV & YouTube Advertisements:

40 second advertisements will be prepared to be broadcasted in TV and a shorter 10 second version of the ad will be published in YouTube.

Ø Social Media, Blogs & Websites:

Details of this new product will be posted in all social media platforms of POND’s and Unilever so that the audience is updated about the product.

Ø In-depth Product Review by Influencers:

A number of influencers and celebrities will make a full in-depth video on how to use this mist & what are the benefits of this product so that their followers get motivated to try out our product. These videos will be published in Facebook, Instagram & YouTube.

MONITORING:

The evaluation of this campaign will be carried out from the 1st week of April, 1st week of November, 1st week of December and on the last week of the campaign. Changes will be done (if needed) to the campaign after the analysis and online survey reports.