2021

FORECASTING
THE PATH
AHEAD
Round 1 Case
 LOOKING

BACK
COVID-19: The Disruption of the Century

In 2020, at the height of the COVID-19 lockdown, 6 million Bangladeshis at

home lost their livelihoods raising the upper poverty rate to 42% which was
inevitably followed by drastic changes in lifestyles of people with 78% of
them cutting back on their daily expenditures.

This meant that shopping baskets were heavily skewed towards hygiene,
homecare and food essentials. A study by Kantar of 500 people found that
49% of them in fact spent less on nutritional foods during the lockdown in
2020 despite health need for such products. People’s anxiety over disruption
overpowered their health concerns. Another recent nationwide survey by the
South Asian Network on Economic Modeling (SANEM), also found some of
these impacts continuing with income of 55% people decreased during the
lockdown. Nearly half of these households coped with income loss by cutting
down on non-food items and changing their diet with most borrowing from
friends and family with little reliance on savings.

Interestingly however, the Kantar study also found that in the pursuit of
stocking up essentials, non-vulnerable consumers ended up spending 6%
more on average for regular household FMCG products – termed “the leaky
wallet”.

A New Hope for Rebuilding Our World

After one and a half year of living amidst the pandemic, Bangladesh has
started to see renewed hope for gradual turnaround. According to the latest
projection by the World Bank, the Bangladesh GDP is expected to grow at a
rate of 5.1% during financial year 2021-22 owing to the rebounding RMG
industry, remittance inflow and the overall labor market. The ongoing mass
vaccination program is also part of the general optimism along with gradual
reopening of schools nationwide from September.

These positive trends bring with them a slowly recovering purchasing power
amongst consumers which presents a crucial opportunity and responsibility
for businesses to carry on the new conscious consumer needs especially
surrounding health, hygiene, and nutrition.

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CONSUMER TRENDS
What are Consumers Buying?

During the initial days of the coronavirus pandemic, naturally the

biggest surge in consumption was seen for personal and household
hygiene and medical care products as an immediate response to
beating the spreading virus. Among some consumers there was a
greater demand for nutritional foods. This was a setback for regular
goods like grooming items and packaged snacks which were deemed
non-essential by the consumers.

Post-pandemic now with the situation slowly turning around, both home
care and personal care categories have started taking back its fair share
in the shopper baskets. Hair wash, face wash, toilet Soap, washing
powder, utensil cleaner, floor cleaner, etc. have all seen increase in
consumer spends. In-home consumption of refreshment has also gone
up. Contrary to popular hypothesis, larger packs are still growing hinting
towards consumers’ willingness to spend. Due to the heightened
relevance of hygiene and wellbeing- the FMCG brands, irrespective of the
categories, have been innovating in the space.

MEDIA CONSUMPTION
Internet penetration nearly doubled from 2018, while TV
viewership has fallen a bit.
TV Viewership Internet Penetration

2018 86% 2018 26%

2021 84% 2021 47%

The lockdown has solidified the need for internet and mobile
connectivity with people needing more than ever to remain
connected to each other, at work and school which underwent a
drastic shift to become remote.

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EMERGING E-COMMERCE ECOSYSTEM
Online sales rose by 70-80% in 2020, continuing the
positive trend.

Approximately USD 710 million revenue was

generated via online shopping.

Essential and grocery items were the main

contributors to this hike during the COVID lockdown.

Mobile banking searches have seen a rise of 150%,

with a 16% increase in interest for online payments.

This media is therefore crucial for businesses to bank on

and capture consumers of diverse ages and demographics
with infinitely varied choices especially post pandemic
when more people are accustomed to this space.

WHAT IS THE ROLE OF BRANDS

GOING FORWARD?
COVID has not been fully eradicated yet, and we are still living with some
uncertainty to what lies ahead. But now that the big storm may be slowly
passing, brands are still responsible for echoing consumers’ sentiments.

Continue to be a trusted Evoke positivity amongst Be caring and nurturing

source of accurate consumers yet remain while supporting
information in tackling realistically connected to consumers to strengthen
and navigating needs of diverse and dynamic and enhance their
the hour. lifestyles. wellbeing.

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It is evident that over the past year, Bangladesh is a changed
country in a drastically changed world. Unilever has always
strived to thrive in ever changing times with its purpose of
“making sustainable living commonplace”

Tell us your vision of the new, ever changing, and dynamic place
our world is becoming post-pandemic and share your ideas of the
path we should be taking.

YOUR TASK
Generate 3 big ideas to develop a
powerful business campaign for the
coming years using one Unilever brand -
having identified major changes across
the consumer landscape of Bangladesh
in the last 24 months.

POINTS TO BE NOTED
Your 3 ideas need to center around 1 Unilever brand only.
We are highlighting some initiatives by major Unilever brands over
the past years for inspiration. Note that these brands cannot be used
for your ideation as they are extensively covered.
For your assistance, we have included relevant content across our
"Resource Hub" tab on the website. Consider the information
provided there to create a more constructive plan of action.

Remember to ensure that the purpose of the brand you chose shines
through in your solutions!

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PURPOSEFUL INITIATIVES BY
UNILEVER BRANDS

Communicating Crucial
Handwashing with
“Any Soap Nearby”
The purpose of Lifebuoy is to save lives
and help moms ensure their kids fall ill
a little less often. During a global
pandemic, this life-saving purpose of
Lifebuoy is crucially front and center.
Public service announcements are
made across all media from before the
lockdown to stress regular
handwashing using any soap nearby to
help fight and prevent the spread of the
disease with the correct methods and
practices. Click here to see this
infomercial.

Free Telemedicine
Service through

On-packaging
Communication
To combat the COVID crisis, Lifebuoy
launched a telemedicine communication
pack for its soap in partnership with
Digital Healthcare Solutions giving
people access to toll-free doctors’
consultation for 30 days.

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Lifebuoy Hand Rub & Sanitizer
Launched in Record Time
To rapidly meet the spiked demand for hand
sanitizers to fight the Coronavirus, Lifebuoy initiated
production of hand rubs locally. After several, legal
and regulatory hurdles, Lifebuoy Hand Rubs were
launched within just 1.5 months, followed by hand
sanitizers in July 2020. Simultaneously, the
production for Lifebuoy handwash was also
significantly increased to cope with the urgency.

Supporting Communities through

Meaningful Partnerships
Since before the pandemic fully hit, Lifebuoy has spent over BDT 40
million in its fight against COVID-19 causing coronavirus in
Bangladesh with numerous activations, partnerships, and public
service initiatives across the country to raise awareness and
educate the nation on combating the COVID-19 crisis by disbursing
soap and handwash packs and informational pagers.

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 Touchless Toilet Facilities
during the Height of
COVID-19 Panic
Domex partnered with Bhumijo to build
touchless and hygienic toilets which were
set up in major wet markets in Dhaka to
ensure safe sanitation for shoppers,
retailers, and passerby during the global
pandemic.

They were also installed in Dhaka Medical College Hospital along with foot-
paddled locks, sinks and soap dispensers to support frontline workers
benefitting 3500 people daily.

Domex also joined BRAC to upgrade public toilets with special facilities for the
disabled and women for breast-feeding, diaper-changing, and menstrual
hygiene management. The first was recently built in Khulna for the Nagar
Unnayan Mohila Samabay Samiti with 80,000 ladies in membership locally.

Fighting Hidden Germs at Home

While we all disinfected our houses far more when the pandemic hit, Domex
focused its communication on how malodor in home toilets is a carrier of
germs even when people are staying at home. Therefore, to fight hidden
germs within homes, Domex highlighted its benefit of eliminating malodor,
keeping home toilets safe from silently thriving germs. Watch this
communication here.

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 Malnutrition occurs from a lack of
essential vitamins and minerals in
diet which generally consists of
carbohydrates, proteins, and fats.
According to FAO, Bangladeshi
children suffer from high rates of
micronutrient deficiencies,
particularly vitamin A, iron, iodine,
and zinc causing various malnutrition
effects in about 3 million children.
These effects go beyond children.

Pregnant mothers require the most

care as malnutrition during
pregnancy can lead to complications
that may be passed on to the infant.
As per UNICEF, early marriage causes
malnourishment in 29% of
Bangladeshi girls. The pandemic
crunch in spending has also made
people stick to only essential food
staples thus neglecting nutritious
additions that help strengthen
immunity.

While there are numerous regulatory

initiatives of the government to
combat the crisis, the path is still
long. In 2020, Unilever Bangladesh
joined this war against malnutrition
by extending its portfolio to include
nutrition, under the name “Unilever
Consumer Care Limited” (previously
GSK Bangladesh).

Here are some of the initiatives taken

by the nutrition portfolio.

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Highlighting the Role of Nutrients
in Boosting Immunity
During the pandemic the importance of boosting immunity came front and
center. To highlight that, Horlicks built a full campaign on the vital need for
essential nutrients such as Vitamin C, D and Zinc in building a strong
immunity. These communications were delivered on a massive scale on all
media and reinforced the need to achieve strong immunity, which can help
with preventing COVID. Watch the TVC here.

Going Directly to
Mothers to Raise
Awareness for
Children’s Nutrition
Needs
2.6 million low to middle income
households in Bangladesh were
visited to inform mothers of kids aged
6-14 years about their nutrition needs
and adopting Horlicks (made with
milk, wheat and micronutrients) as a
compliment to regular diet for their
proper development. A special focus
was also given on boosting immunity
during COVID, and the right nutrition
needs for 5 to 7-year-old kids.

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 Submission Guidelines
Record your soution in a 5-minute video format, upload it on Youtube
and insert link in the registration form on the website.
Please ensure the link to the video is functioning before submission.
If the video does not work during assessment, your application will
be disqualified
Make sure the picture and audio quality is good. However, use of
professional cameas/effects is not necessary. And your own presence
in the video is up to your discretion.
The video must contain only your original work and not be subject to
copyright restrictions.
Name the video in the format Bizmaestros 2021_Team Name (E.g.
Bizmaestros 2021_Team Nox)
By submitting the application with the video link, you agree and give
informed consent to Unilever using your video for Bizmaestros 2021
and also any other related communications and promotional
activities
Submission Deadline : 09:00 PM on 29th October 2021.

Assessment Criteria
Criteria Marks
Creativity and Uniqueness of the Idea 25

Brand Connect / Relevance 25

Consumer Insights 20

Feasibility of Business Plan 20

Overall Presentation 10

Total 100

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References
Kantar: Bangladesh_Impacts of COVID-19 on consumer behavior.

COVID-19 Barometer Bangladesh Report.

Star Business Report. (2021, September 22). The Daily Star.

Bangladesh continues strong recovery from pandemic: ADB | The
Daily Star.

The World Bank. (2021, April 12). Bangladesh Economy Shows Early
Signs of Recovery Amid Uncertainties [Press release]. Bangladesh
Economy Shows Early Signs of Recovery Amid Uncertainties
(worldbank.org).

Sanem: Covid-19 takes away 6m jobs in Bangladesh. (2020, July 18).

Dhaka Tribune. Sanem: Covid-19 takes away 6m jobs in Bangladesh |
Dhaka Tribune.

Poverty doubles to 42pc; 28.5pc Bangladeshis extremely poor:

SANEM survey. (2021, January 24). The Financial Express. Poverty
doubles to 42pc; 28.5pc Bangladeshis extremely poor: SANEM survey
(thefinancialexpress.com.bd)

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