Sales of Oral Care Products of Unilever Bangladesh Ltd. In UHPC Tongs: present situation and future prospects

Abstract

In this study, an effort was made to understand the present situation of FMCG items in the tong shops (considered UHPC Tong channel as a whole), with a specific focus on the Oral Care products of Unilever Bangladesh Limited. It also tried to identify any latent sales potential existing for this product category in the chosen channel and subsequently, to suggest ways to exploit those potentials optimally if any was found. The study initially provided some background on some theoretical constructs and conceptually defined them. Then depth interviews were conducted among 40 Tong retailers to get insight about the research problem. The findings of the interviews were subsequently analyzed and compared with overall market data on various dimensions and finally from those data analyses, some recommendations were made to enhance the sales performance of UBL Oral Care in UHPC Tongs. However, the findings and outcomes of this research are highly dependent on the sample that has been used, and thus any generalization of the result of this study in any proportion for other parts of the population must be done with caution. Further qualitative and quantitative researches with other types of samples and sampling methods should be undertaken in order to verify the generalizability and application of the result of this research.In this study, an effort was made to understand the present situation of FMCG items in the tong shops (considered UHPC Tong channel as a whole), with a specific focus on the Oral Care products of Unilever Bangladesh Limited. It also tried to identify any latent sales potential existing for this product category in the chosen channel and subsequently, to suggest ways to exploit those potentials optimally if any was found. The study initially provided some background on some theoretical constructs and conceptually defined them. Then depth interviews were conducted among 40 Tong retailers to get insight about the research problem. The findings of the interviews were subsequently analyzed and compared with overall market data on various dimensions and finally from those data analyses, some recommendations were made to enhance the sales performance of UBL Oral Care in UHPC Tongs. However, the findings and outcomes of this research are highly dependent on the sample that has been used, and thus any generalization of the result of this study in any proportion for other parts of the population must be done with caution. Further qualitative and quantitative researches with other types of samples and sampling methods should be undertaken in order to verify the generalization and application of the result of this research.