Report Title: Digital Transformation of Unilever Bangladesh

Course Name: E Marketing

Course Code: MKT475

Section: 01

Semester: Autumn 2024

Submitted to: Professor Dr Rafiuddin Ahmed

GROUP NAME: The Marketers

NAMES ID
Muhtasim Abrar Ehsan 1710292

Syed Hasan Masna 1922087

Khondoker Muhtasim Mahir 2130891

Minhajul Abedin Mued 2220935

MD Rakib Islam 2210678

Syed Al Mahmud Adnan 2321431

Letter of Transmittal

December 20, 2024

To,

Professor Dr Rafiuddin Ahmed

Faculty School of Business and Entrepreneurship (SBE)

Independent University of Bangladesh (IUB)

Subject: Submission of Group Assignment on Digital Transformation Unilever BD

Dear Sir,

We are delighted to submit the report on “Digital Transformation Unilever Bangladesh”

which we prepared under your guidance and direction. We have applied the knowledge
gained from your course to complete this report comprehensively, accurately, and with
detailed analysis. Our work has been meticulously reviewed to ensure its precision.

We are immensely grateful for the opportunity to enhance our understanding through
this project. We hope that you will find our efforts satisfactory. We are more than willing
to clear any further queries regarding this assignment. Thank you for considering our
work.

Yours sincerely,

Muhtasim Abrar Ehsan

Syed Hasan Masna

Khondoker Muhtasim Mahir

Minhajul Abedin Mued

MD Rakib Islam

Syed Al Mahmud Adnan

Acknowledgement

We are incredibly fortunate to have to the opportunity to take MKT475 course with our
outstanding and amazing instructor, Professor Dr Rafiuddin Ahmed. The way she
motivated and inspired us has sparked a keen interest in this course. He is always
ready to help and guide us when we need it most, showing us the right path. We are
forever grateful to you. We have put in our best effort to complete this task as accurately
and thoroughly as possible. The entire team contributed to this project, offering valuable
insights and encouragement that were crucial to its success. We appreciate their
unwavering support.

Executive Summary

In today’s rapidly evolving digital landscape, businesses must undergo comprehensive

Digital Marketing Transformation to remain competitive and meet the dynamic
expectations of consumers. This assignment explores the critical components,
challenges, and strategic initiatives essential for successful digital marketing
transformation. The analysis begins with an evaluation of the current digital marketing
environment, highlighting the shift from traditional marketing channels to digital
platforms. Key drivers such as the proliferation of mobile technology, the rise of social
media, and the increasing importance of data analytics are identified as pivotal forces
shaping this transformation. The study underscores the necessity for businesses to
adopt an integrated digital strategy that aligns with their overall business objectives.

A significant focus is placed on the role of advanced technologies, including artificial

intelligence, machine learning, and marketing automation tools. These technologies
enable personalized customer experiences, enhance targeting precision, and improve
campaign efficiency. Additionally, the importance of leveraging big data and analytics is
emphasized, as they provide actionable insights that inform decision-making and
optimize marketing performance. The assignment also examines organizational and
cultural shifts required for digital transformation. It advocates for fostering a data-driven
culture, encouraging continuous learning, and promoting cross-functional collaboration.
Leadership commitment and investment in talent development are identified as critical
factors for sustaining transformation efforts.

Challenges such as resistance to change, integration complexities, and cybersecurity

concerns are addressed, with strategies proposed to mitigate these risks. The study
highlights best practices from industry leaders who have successfully navigated digital
transformation, providing valuable lessons and frameworks for implementation.

An Introduction to the Concept of Digital Transformation (DX)

Digital transformation, often known as DX, is the process of incorporating digital

technologies into every aspect of a company's operations, thereby bringing about a
fundamental shift in the manner in which businesses function and provide value to their
consumers. A wide variety of technological and strategic transformations are included in
the definition of digital transformation (DX). These include the implementation of cloud
computing, big data analytics, artificial intelligence (AI), automation, and the Internet of
Things (IoT).

Traditional operational models, such as in-person transactions, brick-and-mortar

locations, and centralized management structures, were the foundation upon which
businesses were able to flourish in the past. However, in this day and age of digital
technology, businesses need to embrace a strategy that is more nimble, data-driven,
and customer-centric. This necessitates not just the incorporation of technical
advancements but also a change in the organizational culture, the skill sets of
employees, and the procedures of the firm.

For instance, Unilever, which is one of the top fast-moving consumer goods (FMCG)
firms in the world, has made the decision to digitalize its operations and services in
order to maintain its competitive edge. In the industry that the company operates in,
adaptability is required because of the frequent changes in the market, the tastes of
consumers, and the worldwide supply chains. As a result, the digital transformation plan
of Unilever entails the incorporation of cutting-edge digital technology in order to
redesign the company's internal systems, marketing tactics, supply chain management,
and consumer interaction procedures.

The purpose of this study is to investigate the significance of digital transformation, its
many different domains, and the ways in which businesses such as Unilever are
leveraging these techniques to create a competitive advantage in the international
market.

1. Make Yourself Stand Out in the Crowd in This Age of Digitalism

The internet age has made business opportunities more accessible to more people. As
a result of the rapid growth of digital platforms and e-commerce, even tiny firms are now
able to communicate with customers all over the world. As a result of the increased
rivalry, however, it has become increasingly difficult to differentiate oneself from the rest
of the crowd. To differentiate oneself in this day, digital transformation (DX) is the most
important factor to consider.

By embracing cutting-edge digital technologies and making decisions based on data,

Unilever has been able to differentiate itself from its competitors in the highly
competitive fast-moving consumer goods (FMCG) industry. Through the utilization of big
data analytics, artificial intelligence, and machine learning, the organization has been
able to successfully tailor its marketing campaigns and streamline its processes.
As an illustration, the "Connected 4 Growth" program that Unilever has implemented is
a strategy that aims to make the corporation more adaptable and responsive to the
ever-changing demands of the market. Through the utilization of data, the strategy
seeks to get an understanding of consumer behavior, segment markets, and adapt
solutions to fit the specific requirements of individual customers. Unilever is able to
differentiate itself in a market where customer preferences are always shifting thanks to
the level of customisation and customization that it offers.

In addition, Unilever's emphasis on environmentally responsible business practices,

which is reinforced by the company's ambitions to change itself digitally, offers it a
distinct position in the market. Through the utilization of digital tools for the purpose of
tracking and managing supply chains, minimizing waste, and optimizing resource
utilization, the organization takes steps to align itself with the growing demand for
sustainability in corporate operations.

2. Acquire the Competence Necessary to Become a Digital Expert

Having a solid foundation in digital literacy is essential for digital transformation. It
comprises the capability of making effective use of technology, comprehending the
operation of digital instruments, and utilizing them for the purpose of making deliberate
strategic decisions. The development of strong digital literacy abilities that go beyond
basic knowledge is necessary for both individuals and businesses to maintain their
competitive edge.

Not only has Unilever acknowledged the need of digital literacy for its workforce, but it
has also acknowledged its value for its customers. An investment has been made by
the corporation to educate its staff members on how to make good use of digital tools.
An example of this would be the introduction of the Unilever Digital Academy, which is
an internal platform that aims to improve employees' skills in areas such as data
analytics, digital marketing, and artificial intelligence.
Unilever's dedication to digital literacy extends to its customers as well, which is a
significant step. For the purpose of educating its clients about the advantages of
incorporating environmentally friendly products and technological advancements into
their everyday lives, the firm makes use of digital platforms such as Unilever.com and
social media outlets.

In addition, Unilever encourages a culture of digital literacy among its workforce by

means of continual professional development programs. This is done with the goal of
ensuring that staff are always learning new things. This includes forming agreements
with organizations such as LinkedIn Learning and Coursera, which provide employees
with the opportunity to further their education in areas such as data science, corporate
strategy, and digital technology.

3. Ways to Improve Your Body Language When Communicating

Online
The concept of "digital body language" is becoming increasingly important as the use of
digital communication devices grows more widespread. When we communicate with
one another through digital channels such as email, video calls, or social media, we
express ourselves through non-verbal signs that are referred to as digital body
language. Effective digital communication is vital to the maintenance of strong
relationships in a company environment that is characterized by a digital-first or remote
orientation.

For the purpose of maintaining a sense of connection among their workforce, the
management of Unilever, including their CEO Alan Jope, have embraced digital
communication technologies such as Zoom, Microsoft Teams, and Slack. Not only do
they stress the significance of being clear and responsive, but they also make sure that
their messages are succinct and straightforward. An environment that encourages open
and honest communication is fostered by the leadership of Unilever through the
provision of feedback in a timely and professional manner.
In addition, Unilever makes use of data in order to improve its comprehension of the
digital body language of its customers. By way of illustration, Unilever is able to monitor
the sentiment of social media and alter its marketing strategy based on how customers
interact with the brand by utilizing its customer service platform that is powered by
artificial intelligence. Because of this, the organization is able to improve its engagement
skills and make certain that its communication is in line with the expectations of its
customers.

4. Where and how to get digital savvy and how to acquire it

In order to truly embrace digital transformation, it is necessary for individuals and
enterprises to continually learn about new technologies and digital strategies and adapt
according to those changes. Keeping up with the latest developments in digital tools,
platforms, and software is crucial to achieving success because the landscape is
constantly shifting.

A number of learning programs have been established by Unilever in order to cultivate

digital savvy among its staff. Unilever encourages its employees to participate in
external certification programs in fields such as artificial intelligence (AI), blockchain
technology, and cloud computing. These programs are in addition to the Unilever Digital
Academy. For the purpose of providing easily available educational resources, Unilever
collaborates with educational platforms such as Coursera and Udemy.

In addition, Unilever Foundry is a platform for innovation that links with tech
communities and entrepreneurs in order to discover new ideas and technology. This
affords the corporation the opportunity to engage in ongoing education and gain access
to emerging technology advancements, which enables Unilever to maintain its
competitive edge in a market that is constantly shifting.

Unilever also places a strong emphasis on mentorship programs, which are designed to
provide more experienced employees with digital knowledge with guidance to fresh
hires. Through the implementation of an internal knowledge-sharing program, the
company is able to improve its overall digital aptitude and ensure that learning is deeply
established within the culture of the organization.

5. The Prospects associated with the Digital Transformation

The adoption of digital transformation presents businesses with substantial
opportunities for development and long-term sustainability. As more and more firms use
digital technology, they open up new doors of opportunity for increased productivity,
more consumer interaction, and increased innovation. The journey that Unilever has
taken since it began its digital transformation demonstrates how these benefits can
translate into actual results.

The company Unilever has been able to increase its operational efficiencies, cut costs,
and enhance product innovation by investing in digital tools such as artificial
intelligence, internet of things, and cloud computing. Through the implementation of its
Sustainable Living Plan, the organization has made use of digital technologies to
monitor its long-term sustainability objectives and assess its impact on the environment
in real time.

Through data-driven marketing, the company has also been able to improve its market
share. This marketing strategy involves utilizing insights from consumer behavior in
order to develop targeted marketing campaigns and products. At Unilever, for instance,
artificial intelligence algorithms are used to determine consumer preferences and
trends. This enables the corporation to manufacture products that are more specifically
targeted and to communicate with customers through the appropriate channels.

Unilever is in a strong position to continue to lead the way by embracing new digital
technologies that are in line with its sustainability aims. The future opportunities of
digital transformation in the fast-moving consumer goods industry are enormous.

6. The Data Analytics Tools Available in the Era of DX

The tools that are used for data analytics are the foundation of digital transformation.
Through the use of these technologies, organizations are able to collect, analyze, and
understand data in order to make decisions that are informed. Unilever has seen that
data analytics has been a significant factor in the company's growth and efficiency. The
business has made significant investments in cutting-edge software in order to monitor
the actions of its customers, enhance its marketing methods, and optimize its supply
chains.

Unilever makes use of a variety of data analytics solutions, including the following:

Data Analytics Tools Utilized by Unilever Bangladesh in the Digital Transformation Era

In the Digital Transformation (DX) era, Unilever Bangladesh has strategically integrated
a suite of advanced data analytics tools to enhance its operational efficiency, customer
engagement, and market competitiveness. These tools enable Unilever to harness vast
amounts of data, derive actionable insights, and make informed decisions that drive
business growth and sustainability.

Enterprise Resource Planning (ERP) Systems: SAP S/4HANA

Unilever Bangladesh leverages SAP S/4HANA, a robust ERP system, to streamline its
supply chain, finance, and operations. This tool integrates various business processes
into a unified platform, facilitating real-time data access and analysis. By utilizing SAP’s
in-memory computing capabilities, Unilever can process large datasets swiftly, enabling
quick decision-making and enhancing overall operational agility.

Customer Relationship Management (CRM) Tools: Salesforce

Salesforce is employed by Unilever Bangladesh to manage customer interactions and

enhance customer relationship management. This cloud-based CRM platform provides
comprehensive insights into customer behavior, preferences, and feedback. By
analyzing data from Salesforce, Unilever can personalize marketing campaigns,
improve customer service, and foster long-term customer loyalty.

Business Intelligence (BI) and Data Visualization: Tableau and Microsoft Power BI

To transform raw data into meaningful visual insights, Unilever Bangladesh uses
Tableau and Microsoft Power BI. These BI tools enable the creation of interactive
dashboards and reports, facilitating data-driven decision-making across various
departments. Managers can monitor key performance indicators (KPIs), track sales
trends, and identify market opportunities through intuitive visualizations.

Marketing Analytics: Google Analytics and Adobe Analytics

In the realm of digital marketing, Unilever Bangladesh employs Google Analytics and
Adobe Analytics to track and analyze website traffic, user behavior, and campaign
performance. These tools provide detailed metrics on customer engagement,
conversion rates, and ROI, allowing Unilever to optimize its digital marketing strategies
and enhance online presence.

Advanced Analytics and Machine Learning: IBM Watson and Python-based Tools

For more sophisticated data analysis, Unilever Bangladesh utilizes IBM Watson and
Python-based analytics tools. IBM Watson’s artificial intelligence capabilities enable
predictive analytics, sentiment analysis, and natural language processing, which are
crucial for understanding consumer sentiments and forecasting market trends. Python,
with its extensive libraries such as Pandas, NumPy, and Scikit-learn, is used for custom
data modeling and machine learning applications, driving innovation in product
development and market strategies.

Supply Chain Analytics: Kinaxis and Llamasoft

Optimizing the supply chain is critical for Unilever Bangladesh. Tools like Kinaxis and
Llamasoft are used to model, simulate, and analyze supply chain operations. These
analytics platforms help Unilever in demand forecasting, inventory management, and
logistics optimization, ensuring a responsive and resilient supply chain that meets
market demands effectively.

Collaboration and Data Integration Tools: Microsoft Azure and AWS

To facilitate seamless data integration and collaboration across various departments,

Unilever Bangladesh utilizes cloud platforms such as Microsoft Azure and Amazon Web
Services (AWS). These platforms provide scalable infrastructure, data storage
solutions, and integrated analytics services, supporting Unilever’s digital transformation
initiatives by enabling secure data sharing and collaborative analysis.

Unilever Bangladesh’s adoption of a diverse range of data analytics tools underscores

its commitment to leveraging digital technologies for business excellence. By integrating
ERP systems, CRM platforms, BI tools, advanced analytics, big data platforms, and
cloud services, Unilever effectively transforms data into strategic assets. This
comprehensive approach not only enhances operational efficiency and customer
satisfaction but also drives innovation and sustainable growth in the competitive
marketplace of the Digital Transformation era.

7. Competencies in digital marketing to Ensure Your Uniqueness

Within the context of the digital era, marketing is no longer limited to advertising; rather,
it is about developing connections with customers that are individualized and focused
on providing value. Unlike its rivals, Unilever differentiates itself from its competitors
through the implementation of digital marketing tactics that place an emphasis on data-
driven insights, personalization, and sustainability.

Skill sets essential to digital marketing include:

SEO and SEM are the processes of optimizing content for search engines and
increasing traffic to digital platforms owned and operated by Unilever.
Leveraging social media channels such as Facebook, Instagram, and Twitter to engage
customers and generate brand loyalty is what we mean when we talk about social
media marketing.
information marketing is the process of producing interesting information that attracts
the attention of consumers and educates them about environmentally friendly products.
Partnerships with social media influencers for the purpose of promoting items in a
manner that is genuine and relatable are examples of influencer marketing.
Use of tailored email campaigns to maintain consumer engagement and keep them
informed is an example of email marketing.
It has been particularly beneficial for Unilever's digital marketing efforts to promote its
sustainability initiatives. These efforts have included ads that highlight environmentally
friendly packaging, product sourcing, and waste reduction and have been highly
successful. One of the most important factors in generating engagement and increasing
brand loyalty has been the company's utilization of artificial intelligence and machine
learning in the creation of individualized marketing tactics.

8. The Use of Digital Transformation as a Modification Tool

Data Analytics Tools Utilized by Unilever Bangladesh in the Digital Transformation Era.
In the Digital Transformation (DX) era, Unilever Bangladesh has strategically integrated
a suite of advanced data analytics tools to enhance its operational efficiency, customer
engagement, and market competitiveness. These tools enable Unilever to harness vast
amounts of data, derive actionable insights, and make informed decisions that drive
business growth and sustainability.

Enterprise Resource Planning (ERP) Systems: SAP S/4HANA

Unilever Bangladesh leverages SAP S/4HANA, a robust ERP system, to streamline its
supply chain, finance, and operations. This tool integrates various business processes
into a unified platform, facilitating real-time data access and analysis. By utilizing SAP’s
in-memory computing capabilities, Unilever can process large datasets swiftly, enabling
quick decision-making and enhancing overall operational agility.

Customer Relationship Management (CRM) Tools: Salesforce

Salesforce is employed by Unilever Bangladesh to manage customer interactions and

enhance customer relationship management. This cloud-based CRM platform provides
comprehensive insights into customer behavior, preferences, and feedback. By
analyzing data from Salesforce, Unilever can personalize marketing campaigns,
improve customer service, and foster long-term customer loyalty.

Business Intelligence (BI) and Data Visualization: Tableau and Microsoft Power BI

To transform raw data into meaningful visual insights, Unilever Bangladesh uses
Tableau and Microsoft Power BI. These BI tools enable the creation of interactive
dashboards and reports, facilitating data-driven decision-making across various
departments. Managers can monitor key performance indicators (KPIs), track sales
trends, and identify market opportunities through intuitive visualizations.
Marketing Analytics: Google Analytics and Adobe Analytics

In the realm of digital marketing, Unilever Bangladesh employs Google Analytics and
Adobe Analytics to track and analyze website traffic, user behavior, and campaign
performance. These tools provide detailed metrics on customer engagement,
conversion rates, and ROI, allowing Unilever to optimize its digital marketing strategies
and enhance online presence.

Advanced Analytics and Machine Learning: IBM Watson and Python-based Tools

For more sophisticated data analysis, Unilever Bangladesh utilizes IBM Watson and
Python-based analytics tools. IBM Watson’s artificial intelligence capabilities enable
predictive analytics, sentiment analysis, and natural language processing, which are
crucial for understanding consumer sentiments and forecasting market trends. Python,
with its extensive libraries such as Pandas, NumPy, and Scikit-learn, is used for custom
data modeling and machine learning applications, driving innovation in product
development and market strategies.

Big Data Platforms: Hadoop and Apache Spark

Handling massive volumes of data is essential for Unilever Bangladesh’s operations.

Hadoop and Apache Spark are employed as big data platforms to store, process, and
analyze large datasets efficiently. These technologies support Unilever’s ability to
perform complex data analyses, such as real-time data processing and large-scale data
mining, which are vital for maintaining a competitive edge in the market.
Supply Chain Analytics: Kinaxis and Llamasoft

Optimizing the supply chain is critical for Unilever Bangladesh. Tools like Kinaxis and
Llamasoft are used to model, simulate, and analyze supply chain operations. These
analytics platforms help Unilever in demand forecasting, inventory management, and
logistics optimization, ensuring a responsive and resilient supply chain that meets
market demands effectively.

Collaboration and Data Integration Tools: Microsoft Azure and AWS

To facilitate seamless data integration and collaboration across various departments,

Unilever Bangladesh utilizes cloud platforms such as Microsoft Azure and Amazon Web
Services (AWS). These platforms provide scalable infrastructure, data storage
solutions, and integrated analytics services, supporting Unilever’s digital transformation
initiatives by enabling secure data sharing and collaborative analysis.

Unilever Bangladesh’s adoption of a diverse range of data analytics tools underscores

its commitment to leveraging digital technologies for business excellence. By integrating
ERP systems, CRM platforms, BI tools, advanced analytics, big data platforms, and
cloud services, Unilever effectively transforms data into strategic assets. This
comprehensive approach not only enhances operational efficiency and customer
satisfaction but also drives innovation and sustainable growth in the competitive
marketplace of the Digital Transformation era.

Closing Remarks

To summarize, digital transformation is not merely a passing fad; rather, it is an

absolute requirement for companies that want to flourish in the 21st century that they
implement. A number of businesses, including Unilever, are embracing digital
technology in order to enhance their operations, better their ability to interact with
customers, and guarantee that they will continue to be competitive in a market that is
always shifting. The FMCG (Fast moving consume goods) platform in Bangladesh will
adapt a vast digital transformation in the next 10 decades. Consumers are becoming
highly tech-savvy nowadays. Therefore, to sustain as a top brand in Bangladesh’s
market companies are bound to transform and refine their marketing strategies digitally
rather than solely relying on traditional marketing principles. Data such as consumer
patterns, product surveys, AI based advertisement views, etc. simultaneously have a
major role in this transformation.

In addition to continuing to invest in digital tools, it is essential for organizations to place

a high priority on digital literacy, staff training, and the establishment of a culture that
places an emphasis on digital technology. These efforts are the only way for companies
to secure their continued success in the digital era over the long run.

References

 https://www.unilever.com/sustainability/responsible-business/advertising-
and-marketing/
 https://www.scribd.com/document/438158757/Marketing-Strategy-of-
Unilever-Bangladesh
 https://www.lawyersnjurists.com/article/marketing-concept-unilever-
bangladesh/