Shanto-Mariam University of Creative Technology

Faculty of Design and Technology

Department of Graphic Design

“Give emphasis t o the advertising area of toiletrise product”

As a Graphic designer’s point of view and demonstrate a complete solution of it.

Submitted By:Jakia JalalID:041032008

Graphic Design &Muiltimedia

Guide Teacher:Tanzil Hasnain Moin Ronnet

Dissertation submitted to Shanto-Mariam University of Creative Technology as part of the work for the Degree of Bachelor of Arts (Honors) in Graphic Design

2007

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Declaration

No portion of the work referred to in this Dissertation has been submitted in

support of an application for another degree or qualification of this,or any other

university or institute of learning.

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Abstract

The honors project(dissertation)is an integral part of final year,which it self is the

most important section of an honors degree.An honors graduate must attain a

high level of intellectual and imaginative development and show marked ability

and initiative in the knowledge of theoretical concepts and their application to

practical situation in the major specialization.

The student and the organization concerned to create an in depth project for

investigation and development,which will fulfill this aim.

The project will be the final test of a student’s individual ability to disseminate and

utilize theoretical information in the art of problem solving.

To do the dissertation I chose Unilever Brand and its three products. These

are,”lux”soap,All Clear”shaompoo,”Close up”toothpaste.Varieties of commercial

ads are already made for these products.But throught my dissertation I want to

present some new scheme of press media and packaging of these three

products and also focus the open responses after changes.

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Introduction

Advertising is a paid form of communicating a message by the use of various

media. It is persuasive, informative, and designed to influence purchasing

behavior or thought patterns. Advertising Description or presentation of a

product, idea, or organization, in order to induce individuals to buy, support, or

approve of it.

I do my dissertation on advertising.For my dissertation I have choosen to do

research on Unilever products.Especiall on “LUX”,”CLOSE UP”,”ALL CLEAR”.

I am focused on press media and packaging of those three product and also give

new idea of all ads,packaging. What is the condition of those three product to the

market I have research on all this object.

150 million times a day, someone somewhere chooses a Unilever product. From

feeding your family to keeping your home clean and fresh, their brands are part

of everyday life. From comforting soups to warm a winter's day, to sensuous

soaps that make you feel fabulous, thier products help people get more out of

life. Consumer research plays a vital role in thier brands' development. They are

constantly developing new products and developing tried and tested brands to

meet changing tastes, lifestyles and expectations. And thier strong roots in local

markets also mean they can respond to consumers at a local level. 

By helping improve people's diets and daily lives, they are can help people keep

healthier for longer, look good and give their children the best start in life. 

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Theyalso believe that the very business of conducting business in a responsible

way has a positive social impact. They create and share wealth, invest in local

economies and develop people's skills – both inside thier organisation and in the

communities around them.The product of Lux,All Clear,Close Up are the very

reputated brand of Unilever. By using those product anyone can be pampered, to

look and feel great, to enjoy that moment when anything seems possible.And

that’s just what Lux offers you on a daily basis at a price you can afford.

Everything about Lux, from the look and feel of the products and packaging to

the fragrances, is a delight to the feminine senses. In fact, Lux has been making

waves since 1924, when it launched the world's first mass-market beauty soap in

the US at a fraction of the cost of imported French soaps. Since then it has

expanded into other areas, including shower gels, bath additives, shampoos and

conditioners. At present, lux comes in four variants, white containing almond oils,

green containing herbal extracts, orange containing fruit extracts and pink

containing rose extracts.The new range of Lux soaps with its visible ingredients

caters to all your bathing needs enhancing your everyday bath

experience. Understanding the beauty ritual of gorgeous stars the world over,

Lux has captured their beauty secrets and has presented it in 4 modern and

sensually shaped tablets.

1.Lux Almond Delight – with almond oil, peach and cream

2.Lux Orchid Touch – with orchid petals in jojoba oil

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3.Lux Nature Pure – with oil of kohomba and cucumber extracts

4.Lux Golden Glow – with sandalwood oil and honey                 

All Clear Active Care is for those who want extra nourishment for a healthy scalp

and beautiful hair. If you enjoy your baths cool and refreshing, Clear Ice Cool will

keep you tingling with a fresh sensation. For relief from scalp irritation, Clear Itch

& Dry Scalp Control moisturizes to help eliminate itch and dryness. To prevent

hair-fall and breakage, Clear Hair Fall Defense is your innovative answer for

strong strands. The best part of all these choices is that they all offer the

complete dandruff solution. And finally, we have Clear Extra Strength for those

who want more aggressive dandruff-removal.

We all know the irritating feeling of having food residue stuck in between our

teeth, especially when they are in hard to reach places. If these same food

residues are not removed, they will eventually rot leading to tooth decay and very

bad breath. 

Close up expert toothbrush was introduced alongside Close up Extended

Protection toothpaste to remove food residues that are stuck in-between the

teeth leaving our mouths clean, fresh and protected. As its name suggests, Close

Up expert toothbrush is an expert at cleaning and can even remove up to 99% of

certain food resides that are stuck in the mouth. It is available in four exciting

colours: red, green, dark blue and light blue.

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Packaging is heavily integrated into our daily lives, we see it all around us, on

everyday items such as chocolate bars and potato chip (crisp) packets.bottolle of

sampoo,drink- As explained below, the main use for packaging is protection of

the goods inside, but packaging also provides us with a recognisable logo, or

packaging, we instantly know what the goods are inside.

Press media is nothing but related with printing sector. Any kind of advertisement

that is printed using in News Paper, Magazine, Billboard, Poster e.t.c. is called

press media. Press media is a very integral part for advertising. And its also very

popular media among people, because it can easily catch the customers

attention.

Aim

Give emphasis t o the advertising area of toiletrise product as a Graphic

designer’s point of viw.And demonstrate a complete solution of it.

To do the dissertation I chose Unilever Brand and its three products. These

are,”lux”soap,All Clear”shaompoo,”Close up”toothpaste.Varieties of commercial

ads are already made for these products.But throught my dissertation I want to

present some new scheme of press media and packaging of these three

products and also focus the open responses after changes.

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Objective

1.What was the past condition of these three product(Lux,All Clear,Close up)

2. What is the present condition of these three product(Lux,All Clear,Close up)

3. What will be the future condition of these three product(Lux,All Clear,Close up)

4.The impact of Advertising of these three product(Lux,All Clear,Close up) to the

people.

5.How these three product(Lux,All Clear,Close up) can be more

needy,attractive,tempting to the people by advertising.

6.What is the lacking of these three products(Lux,All Clear,Close up) ads(press

media)and packaging.

7.Why all these product(Lux,All Clear,Close up) are not useable to all kind of

customer or consumer.-l-l 90i9

Methodology

To success the objective some steps have to taken by-

1.Take interview from marketing head of Unilever, designers of these three

products(Lux,All Clear,Close up).

2.Research on advertising of those products.

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3.Analisis on advertising of those products.

4.Take opinion from the people about the product(survey)

5.Ad collection.

Chart of my Research Work for Dissertation

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Analysis InterviewSurvey

1. Company2. Customer 3. Consumer 4. Shopping Mall 5. Retailer 6. Grocery

Collection

Information

Newspaper Internet Company Ad Agency

Employers Director

History Ads Collections Ads

Present Situation/ Demand

HISTORY OF UNILEVER

History

In the 1890s, William Hesketh Lever, founder of Lever Bros, wrote down his

ideas for Sunlight Soap – his revolutionary new product that helped popularise

cleanliness and hygiene in Victorian England. It was 'to make cleanliness

commonplace; to lessen work for women; to foster health and contribute to

personal attractiveness, that life may be more enjoyable and rewarding for the

people who use our products'.

This was long before the phrase 'Corporate Mission' had been invented, but

these ideas have stayed at the heart of our business. Even if their language - and

the notion of only women doing housework – has become outdated. 

In a history that now crosses three centuries, Unilever's success has been

influenced by the major events of the day – economic boom, depression, world

wars, changing consumer lifestyles and advances in technology. And throughout

we've created products that help people get more out of life – cutting the time

spent on household chores, improving nutrition, enabling people to enjoy food

and take care of their homes, their clothes and themselves.

In the early 1870s, they become interested in a new product made from beef fat

and milk – margarine – which, they realise, could be mass-produced as an

affordable substitute for butter. 

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Later, over in the North of England in the mid-1880s, a successful wholesale

family grocery business run by William Lever starts producing a new type of

household soap. The product contains copra or pine kernel oil, which help it

lather more easily than traditional soaps made of animal fats. Unusually for the

time, Lever gives the soap a brand name – Sunlight – and sells it wrapped in

distinctive packs.

Competition and a sudden sharp rise in the cost of raw materials leads many to

set up associations, promoting their interests and defending themselves against

supplier monopolies.

With supplies of oils and fats struggling to meet the demand created by fast

growing soap and margarine production, the companies that will one day become

Unilever focus on securing stable sources of raw materials.

Meanwhile demand for margarine continues to escalate and Lever Brothers,

Jurgens and Van den Bergh increase their interests in the production of raw

materials. 

Tough market conditions also lead to the further growth of trade associations.

When new technology is invented to solidify whale oil, businesses join together in

the Whale Oil Pool to regulate the distribution of this important new commodity. 

But the clouds of war are gathering. The First World War is set to make a big

impact, firstly through increasing demand for soap and margarine - vital wartime

supplies - and secondly through the intervention of British and German

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governments, which effectively place the oil and fats industry under government

control. 

But during the decade the margarine market suffers declining demand as butter

becomes more affordable. 

Before his death in 1925, Lord Leverhulme builds up a private portfolio of

companies that include some dealing with produce from his newly acquired

estate in Scotland's Western Isles. Many of these, including Mac Fisheries Ltd,

will eventually be bought by Lever Brothers.

At the end of the decade alliances reach their ultimate conclusion and the official

history of Unilever begins. First, Jurgens and Van den Bergh join together to

create Margarine Unie. Then two years later - in one of the largest mergers of its

time - Margarine Unie teams up with Lever Brothers to create Unilever. 

These conditions make the newly merged business' need to rationalise even

more urgent. So in the UK Unilever cuts its 50 soap-manufacturing companies to

concentrate on fewer brands, while on the continent governments protect local

butter production through taxes, excise duties and limits on production. The end

result is that Unilever's margarine and edible fat plants are cut from ten to five.

But despite the recession the business continues to expand: partly through the

development of new products in its established markets, and partly by acquiring

companies to take it into emerging categories like frozen and convenience

foods.  

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This leads to the development of a corporate structure in which local Unilever

businesses act with a high level of independence and focus on the needs of local

markets. 

After the war, Unilever's interests in Eastern Europe are lost with nationalisation

and the control exerted by the Soviet Union. The Chinese market is affected in a

similar way. 

Yet throughout the 1940s Unilever continues to expand in the food market. New

businesses with a diverse range of products are acquired, and resources are put

into research and development for new materials and production techniques. 

Unilever's United Africa Company grows fast, producing goods for sale in the

newly independent African states, which helps create new local manufacturing

industries. Meanwhile post-war prosperity in Europe, spurred by the start of the

European Community, leads to a consumer boom and rising standards of living. 

As new scientific advances come thick an0d fast, Unilever increases its focus on

technology, making Port Sunlight Research its Research Division with

responsibility for both UK and Dutch laboratories. It also establishes a nutrition

research group in the Netherlands which fifty years later will become the Unilever

Health Institute - a centre of excellence in nutrition, health and vitality. 

During the 1950s new types of food - most famously the fish finger - are

developed as a direct response to the need for nutritious food that makes use of

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ingredients available in the wake of post-war rationing. Some of these are then

marketed through a promising new channel - commercial TV.

As a result Unilever expands and diversifies through innovation and acquisition,

setting up advertising agencies, market research companies and packaging

businesses. In 1968 it tries to merge with Allied Breweries in a truly ambitious

acquisition bid. But maintaining profit stability is difficult as the gap widens

between best and worst performing operations, and funds are invested to

maintain low-yield businesses. 

In the mid-60s, a restructure increases opportunities to grow brands

internationally. Control and European profit responsibility for the biggest brands

is subsequently moved from individual operating companies to category-focused

teams called Co-ordinations. 

The growth of large retailers including supermarkets also starts a shift in

negotiating power away from manufacturers. 

So Unilever continues to build 'turnkey' consumer goods businesses in sectors

including transport and packaging and has a major thrust into North America with

the purchase of National Starch. Fortunately the subsidiary United Africa

Company yields large profits in oil-booming Nigeria, helping balance out the

costs of businesses in Europe and the United States. 

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But while Unilever continues to diversify in the 1970s, it stops expanding along

the supply chain as third party suppliers become larger and better equipped to

take over non-core tasks.

Its interests include plastics, packaging, tropical plantations and a shipping line,

as well as a wide range of foods, home and personal care products.

Early in the decade in a bold change of strategy it decides to refocus on core

product areas with strong markets and equally strong growth potential. The

necessary rationalization leads to large acquisitions and equally large

divestments, including the sale of animal feeds, packaging, transport and fish

farming businesses. But by 1989 the resulting growth of core businesses is

clearly evident. 

This includes the decision to sell or withdraw many brands and concentrate on

those with the biggest potential. 

Restructuring creates four core business areas: Home Care, Personal Care,

Foods and Speciality Chemicals. The new structure is led by a new team, ExCo

(the Executive Committee) and includes 12 business groups, each responsible

for a mix of geographical and product areas. 

Also during this decade Unilever sets up a sustainable agriculture programme in

light of growing environmental pressures and consumer concerns about the food

chain. Other initiatives to preserve water resource and source fish from

sustainable stocks soon follow. 

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Path to Growth quickly leads to more acquisitions and the rationalisation of

manufacturing and production sites to form centres of excellence. By the end of

2003 operating margins have risen, the integration of Bestfoods is complete, and

the portfolio is radically reshaped through the sale of 140 businesses, with the

result that the leading brands represent 93% of sales.At the beginning of the

century we open the Unilever Health Institute (UHI) – a centre of excellence in

nutrition, health and Vitality. UHI quickly plays a leading role in creating nutrition-

based foods and providing evidence to support the nutritional health claims of our

brands.

Environmental issues remain a high priority and in 2002 we launch the

Sustainable Agriculture Initiative in partnership with Danone and Nestlé, to

promote sustainable agriculture practices.Our new mission 'to meet everyday

needs for nutrition, hygiene, and personal care with brands that help people feel

good, look good, and get more out of life' was launched in 2004. Focusing the

business on 'bringing Vitality to life' provides new opportunities to grow by

meeting consumer needs for a healthy lifestyle, convenience and occasional

indulgence. Launching the new mission with the new Unilever brand helps clarify

what Unilever stands for around the world.

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Timeline

1992 Unilever enters the Czech Republic and Hungary, and establishes UniRus in Russia. 

1993 Breyers ice cream is acquired in the US and Organics shampoo is first launched in Thailand. By 1995 Organics is sold in over 40 countries.

1994 The disposal of United Africa Company, Unilever's huge West African trading, brewing and textiles company, is completed.

1995Unilever publishes its Code of Business Principles.

The unprecedented decision is taken to practically eliminate trans-fats from food production in a rapid response to new research suggesting that their effect on blood cholesterol is at least as adverse as that of saturated fats.

1996Unilever makes an ambitious commitment to source all fish from sustainable stocks and starts working with the WWF to establish a certification programme for sustainable fisheries known as the Marine Stewardship Council (MSC). 

Hindustan Lever and Brooke Bond Lipton India merge to create India’s largest private sector company, and the Helene Curtis hair care business in the US is acquired.

The Unilever Nutrition Centre is created.

Annapurna iodised salt is launched in India and starts to make a big impact on redressing iodine deficiency.

1997 Kibon ice cream is acquired in Brazil. Unilever's chemicals businesses including National Starch and Quest International are sold.

1999 Shareholders authorise a special dividend of €7.4 billion and a share consolidation to reduce the number of shares per issue.

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2000Bestfoods is acquired in the second-largest cash acquisition in history. Other acquisitions include Slim.Fast Foods, Ben & Jerry's and the Amora-Maille culinary business in France. 

Becel/Flora pro.activ spreads with cholesterol-lowering plant sterols are launched and become the first functional food to win FDA and EU approval.

The Unilever Health Institute – a centre of excellence in nutrition, health and Vitality – is launched.

Unilever screens the first interactive advertisement: it’s broadcast on Sky's Open channel and promotes Chicken Tonight. 

2001By 2001 Unilever has cut its brands from 1,600 to 900. DiverseyLever, Elizabeth Arden and Unipath are sold.

Unilever Bestfoods establishes its Global Nutrition and Health Network.

Unilever screens the first interactive TV commercial on a mainstream terrestrial channel in the UK; it promotes Colman's and Olivio.

2002The portfolio is reshaped and enhanced through acquisitions and the sale of 87 businesses without acceptable growth or margin potential, generating €6.3 billion of sale proceeds.

The Skin, Hair and Deodorant businesses grow by nearly 11%, partly through the continuing success of Rexona, Lux and Dove. Dove sales are well in excess of €2 billion and its extension into the hair category is rolled out across Europe and Latin America.

Unilever Australia wins a Cannes Media Lion Grand Prix award in recognition of excellence in advertising for Magnum's Seven Deadly Sins campaign.

The successful launch of Becel/Flora pro.activ continues.

2003Unilever Health Institute opens regional centres in Bangkok and Accra, Ghana.

Unilever is consulted by the WHO regarding the development of a Global Strategy on Diet, Physical Activity and Health (published May 2004).

Our Nutrition Policy and Nutrition and Health Academy are launched.

Unilever leads a UK cross-industry initiative to reduce salt levels in soups and meal sauces and the Healthy Heart Brand signs a three-year

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sponsorship deal with the World Heart Federation.

By the end of 2003 the business is buying half its fish from sustainable sources and water consumption per tonne of production is down by 13%.

2004The Vitality mission is launched and the new Unilever brand rolled out, including the new logo which represents the diversity of Unilever, our products and our people.

At the end of Q3, Unilever revises its earnings guidance for the year to low single-digit earnings per share growth (beia) and announces that the development of leading brands is likely to be lower in Q3 than Q2.

A variety of factors have led to this, including further decline in Home & Personal Care markets in Western Europe and competition remaining intense in Laundry and Hair in Asia. Unilever’s popular weight management system, Slim.Fast, is also hit by huge new consumer interest in low-carbohydrate diets, particularly in the US.

Simplification and cost-saving activities proceed and Unilever chairmen Antony Burgmans and Niall FitzGerald comment that “We are stepping up our marketplace activity, including putting additional A&P funds behind a number of high priority marketplace initiatives.”

Axe Touch is launched with great success in the US and Sunsilk is rolled out in Europe.

2005In February, Unilever announces a series of changes to streamline its management and leadership. Antony Burgmans becomes non-executive chairman of both Unilever N.V. and Unilever PLC while Patrick Cescau takes on the new role of group chief executive, responsible for all operations. A review of the Group structure is also announced.

The changes are designed to provide greater clarity of leadership and a platform for Unilever to focus on the needs of customers and consumers, and so reignite growth.

In May, Unilever sells its global prestige fragrance business, Unilever Cosmetics International (UCI), to Coty Inc, of the US. The sale is in line with Unilever’s strategy to focus on core categories.

The Nutrition Enhancement Programme is completed, through which 16,000 products have been assessed for levels of trans fats, saturated fats, sodium and sugars, and where necessary, action taken. 

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Lever Brothers turned to Unilever

Lever Brothers Bangladesh LTD,one of the leading muiltinational consumer products manufacturing companies,has been renamed Unilever Bangladesh Limited by changing its four-decade long corporate identity in the country.

Announcing the adoption of new corporate identity and logo at a crowded press conference at Sonargaon Hotel in the city yesterday, Sanjiv Mehta, Chairman and Managing Director of Unilever Bangladesh Ltd, sai3TnTnis name change aligns our new identity with global Unilever and reaffirms Unilever's commitment to Bangladesh."

"With a new name we are renewing our pledge to serve our consumers and customers even better and in a more reliable manner," he said.

Established at Kalurghat in Chittagong in 1964 as a subsidiary of Unilever, Unilever Bangladesh Ltd now offers 14 different brands of consumer products. These are washing powder, shampoo and toothpaste, laundry and bath soaps, skincare products, and tea. The Bangladesh government holds 39%, while the Rotterdam-based Anglo-Dutch consumer goods company, Unilever holds the rest 69% of the shares of Unilever Bangladesh Ltd.

Describing the Unilever Bangladesh as "a successful partnership between the Bangladesh government and Unilever," Mehta said over 90 percent of the households in Bangladesh use Unilever's products in one way, or another. "We provide world-class products at affordable prices to the people of Bangladesh through more than 500,000 outlets across the country."

For instance, he said Unilever holds the largest market share of consumer products in Bangladesh. "Unilever controls 65% of market share of toothpaste and 55% market share of detergent in Bangladesh, and we are the No. 2 in the market share of tea."

Mehta mentioned that Unilever Bangladesh Ltd paid over Tk 200 crore to the Bangladesh government as duty, tax and dividend last year. The company also provides employment opportunities to some 10,000 people directly or indirectly .Replying to a question, he said Unilever Bangladesh has been exporting consumer products to Sri Lanka and Pakistan. "If opportunities arise and tariff barriers go down in future, Unilever Bangladesh would export its products to different parts of India, including the northeastern states," he said. Responding to another query, Mehta said his company used to procure 20% of its inputs from the local sources. "Now, 40% of the inputs of our products go to people are procured from local sources”

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The Unilever Bangladesh Chairman and Managing Director said his company spent about Tk 1,50 crore annually in Bangladesh for promotional activities, including advertisements, for its products.

Unilever Today

Their brands are trusted everywhere and, by listening to the people who buy them, they

have grown into one of the world's most successful consumer goods companies. In fact,

150 million times a day, someone somewhere chooses a Unilever product.

Look in your kitchen, or on the bathroom shelf, and you're bound to see one of their

well-known brands. They create, market and distribute the products that people choose

to feed their families and keep themselves and their homes clean and fresh.

They have a portfolio of brands that are popular across the globe - as well as regional

products and local varieties of famous-name goods. This diversity comes from two of

their key strengths:

• Strong roots in local markets and first-hand knowledge of the local culture.

• World-class business expertise applied internationally to serve consumers

everywhere.

Focusing on performance and productivity, They encourage their people to develop

new ideas and put fresh approaches into practice. Hand in hand with this is a strong

sense of responsibility to the communities they serve. They don't only measure success

in financial terms; how they achieve results is important too. They work hard to conduct

thier business with integrity - respecting thier employees, thier consumers and the

environment around them.

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About unilever product

lux

Lux was first introduced as a bathroom soap in 1925. Produced by Lever

Brothers, it arrived in Ireland in 1928, offering people a chance to pamper

themselves for a modest price.  From the 1930s right through to the 1970s, Lux

soap colours and packaging were altered several times to reflect fashion trends.

In 1958 five colours made up the range: pink, white, blue, green and yellow.

People enjoyed matching their soap with their bathroom colours.  In the early

1990s, Lux responded to the growing trend away from traditional soap bars by

launching its own range of shower gels, liquid soaps and moisturising bars.  In

2004, the entire Lux range was re-launched in Ireland to include five shower gels,

two new liquid soaps and two new soap bars. 2006 saw the launch of the

shimmering “Dancing Light” shower gel, when leaves your skin with a luminosity

ready to interact with the light.  

Everything about Lux, from the look and feel of the products and packaging to

the fragrances, is a delight to the feminine senses. In fact, Lux has been making

waves since 1924, when it launched the world's first mass-market beauty soap in

the US at a fraction of the cost of imported French soaps. Since then it has

expanded into other areas, including shower gels, bath additives, shampoos and

conditioners.

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Lux aims to be the paradigm of the new femininity. That's why Lux celebrates the

pleasure of being a woman today. Lux women want to be loved, admired and at

the same time express themselves in a feminine way.

Key facts

1.First mass market toilet soap launched in 1924.

2.Sales of 1.0 billion euros in 2005.

3.Sold in over 100 countries.

4.Market leader in countries including Arabia, Brazil, India, Thailand and

South Africa 

5.Lux hair is the market leader in Japan.       

1.Lux Almond Delight – with almond oil, peach and cream

2.Lux Orchid Touch – with orchid petals in jojoba oil

3.Lux Nature Pure – with oil of kohomba and cucumber extracts

4.Lux Golden Glow – with sandalwood oil and honey                 

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Lux blue

Lux green

Lux orange

Lux pink

All Clear

Clear has been launched in Indonesia since 1975. The main proposition is to

provide effective solution against Dandruff. Clear has been one of the biggest

shampoo brand in Indonesia, one of the reason of Clear great performance is

because of Indonesia’s tropical climate which has high humidity makes dandruff

as a common problem for Indonesian people, and therefore there is a high

appeal of using anti dandruff shampoo in Indonesia.

All Clear was first launched in Bangladesh in 1986. It is the number 1

antidandruff shampoo in Bangladesh. In May 2006, All Clear was re-launched

with new formulation and packaging. The New All Clear contains VITA ACE, a

perfect blend of ingredients, which works on both your scalp and hair to give you

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dandruff-free healthy scalp together with strong and beautiful hair. It has three

variants targeting specific scalp related problems.

Clear with its Vita-ACE has been proven for so many years in delivering a high

quality anti-dandruff product. In Indonesia Clear has 5 variants: Clear Active Care

effectively against dandruff for active people, Clear Ice Cool to provide cool

sensation whilst eliminating dandruff, Clear Scalp and Oil Control to eliminate

dandruff for oily hair, Clear Itch & dry scalp care; to overcome itchy feel caused

by dandruff and finally clear hair fall defence to lessen fall hair up to 93% in 5

weeks.

For every woman who's had to switch to a lighter-coloured jacket even though it

clashed with her outfit, for every woman who refuses to stand under the black

lights in the club – the new Clear Anti-Dandruff shampoo was created for you.

We understand that before that perfect date, before that big presentation, or

simply before you step out of the house – the last thing you want are flecks on

your shoulders when it doesn't snow in Malaysia.

The new Clear Anti-Dandruff Shampoo contains Vita-ACETM along with the

ingredients ZPT, Climbazole and scalp care agents to work on both your scalp

and hair. Vita-ACE is a combination of amino acid and Vitamin E to strengthen

and nourish the scalp, while Climbazole is an anti-dandruff agent that helps to

eliminate dandruff and prevent it from coming back when used as recommended.

This means that even if you don’t have dandruff, it will prevent it and keep your

scalp and hair healthy and beautiful.

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All Clear Hair Fall Defense

All Clear Ice Cool

All Clear Active Care

All Clear Hair Fall Defense Sachet

Clear Anticaspa Men Dual Effect 2X1

Clear Anticaspa Men Maximun Fresh

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Close up

Close up was launched as a gel toothpaste containing micro-whiteners and

mouthwash in 1984, and fired the imagination of the population with it's exciting

advertising. 

Seeing the success that Unilever Bangladesh had with low unit price packs in

other categories, a sachet - more popularly called mini pack - met with

astounding success and enabled millions of youth, who aspired for a modern

trendy brand but were unable to afford one, to use the brand. 

Close up mini virtually dominates the low unit price segment in oral care, and has

been instrumental in improving the oral hygiene in Bangladesh, particularly the

rural market where it enjoys a huge franchise.

Close up has truly been a challenger brand in the toothpaste market. Its biggest

achievement has been its ability to carve out a distinct, differentiated segment.

When launched in 1994, Close up was the first gel toothpaste in Vietnam and the

first toothpaste with mouthwash. For the first time, people had the option to brush

with transparent, shiny, bright colored gel toothpaste.

While others offered cavity control and strong teeth, Close up offered the

cosmetic benefits of superior fresh breath and shiny white teeth. This was based

on a strong and relevant consumer insight that people are conscious of how their

breath smells only when they are up close – especially with the opposite sex.

With the dual benefits of fresh breath and white teeth, the brand allowed people

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to get over their insecurity of bad breath and get closer to each other. The brand

stands for the message of social confidence for all.

Close up is a brand totally focused on the youth of the society. It doesn’t just

promise the young romantic’s fresher breath and whiter teeth, it also promised

them the confidence to get up close to the person who matters the most. All

activities of the brand are focussed around youth. The Christmas Activation in

December ’05 was a great success with the young. The Close up planet is a

website dedicated to such youth focussed fun activities. It uses the internet to

make young couples engage through kissing games, blind dates and meet their

perfect match.

So, all the young people out there, Close up is the brand to make life fun and

happening for you by giving you the confidence to reach out to the world. In the

coming months, you can expect some exciting new toothpastes and activities

coming your way from Close up.

Close up Ultra whitening variant was launched in March 2003, as well as a

unique whitening toothbrush that has a rubber lamella. Both toothpastes come in

gel based formulations that leave you with fresh breath after very brush. To

protect and maintain your teeth from cavities, brush your teeth with Close up.

Being as change oriented as its target market, Close up continually renews the

oral care experience by introducing new flavours every now and then. The

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new Close up offers four exciting flavours including an all new Eucalyptus Buzz.

Other variants are Menthol Chill, Icy Cool and Red Hot. 

Close up Menthol Chill Close up Red Hot

Close up Eucalyptus Buzz Close up Icy Cool

Advertising

Advertising is paid, one-way communication through a medium in which the

sponsor is identified and the message is controlled. Variations include publicity,

public relations, product placement, sponsorship, underwriting, and sales

promotion. Every major medium is used to deliver these messages, including:

television, radio, movies, magazines, newspapers, the Internet, and billboards.

Advertisements can also be seen on the seats of grocery carts, on the walls of an

airport walkway, on the sides of buses, heard in telephone hold messages and

in-store public address systems. Advertisements are usually placed anywhere an

audience can easily and/or frequently access visuals and/or audio, especially on

clothing.

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Unilever’s Advertising

Advertising clients are predominantly, but not exclusively, for-profit corporations

seeking to increase demand for their products or services. Some organizations

that frequently spend large sums of money on advertising but do not strictly sell a

product or service to the general public include: political parties, interest groups,

religion-supporting organizations, and militaries looking for new recruits.

Additionally, some non-profit organizations are not typical advertising clients and

rely upon free channels, such as public service announcements. For instance, a

well-known exception to the use of commercial advertisements is Krispy Kreme

doughnuts which relies on word-of-mouth.

Unilever’s advertising are seen as necessary for economic growth, it is not

without social costs. Unsolicited Commercial Email and other forms of spam

have become so prevalent as to have become a major nuisance to users of

these services, as well as being a financial burden on internet service providers.

Unilever’s advertising is a toxic by-product of industrial society which may bring

about the end of life on earth.

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Press Media

Press media is nothing but related with printing sector. Any kind of advertisement

that is printed using in News Paper, Magazine, Billboard, Poster e.t.c. is called

press media.

Press media is a very integral part for advertising. And its also very popular

media among people, because it can easily catch the customers attention.

There are different types of press media obtainable. Major alternatives are-

1.Newspaper

2.Billboard

3.Poster

Poster

A poster is any large piece of printed paper designed to be attached to a wall or

vertical surface. Typically posters include both textual and graphic elements,

although a poster may be either wholly graphical or wholly textual. Posters are

designed to be both eye-catching and convey information. Posters may be used

for many purposes, and they are a frequent tool of advertisers (particularly of

events, musicians and films), propagandists, protestors and other groups trying

to communicate a message. Posters are also used for reproductions of artwork,

particularly famous works. Another type of poster are educational posters, which

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may be about a particular subject for educational purposes. Related to these are

academic or conference are generally low-cost compared to original artwork.

Many people also collect posters, and some famous posters have themselves

become quite valuable, collectors and vintage posters are usually framed and

matted. The most conventional size for graphical posters tends to be around 24

by 36 inches, though posters may be nearly any size. Much smaller printed

advertisements are typically known as handbills or flyers.

Billboard

A billboard is a large outdoor advertising structure, typically found in high traffic

areas such as alongside busy roads. Billboards present large advertisements to

passing pedestrians and drivers. Typically showing large, witty slogans and

distinctive visuals, billboards are highly visible in the top designated market

area's.Bulletins are the largest, most impactful standard-size billboards. Located

primarily on major highways, expressways or principal arterials, they command

high-density consumer exposure (mostly to vehicular traffic). Bulletins afford

greatest visibility due not only to their size, but because they allow creative

"customizing" through extensions and embellishments.

Posters are the other common form of billboard advertising, located chiefly in

commercial and industrial areas on primary and secondary arterial roads.

Posters are a smaller format than bulletins and are viewed principally by

residents and commuter traffic, with some pedestrian exposure.

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Paper Ad

Early in the morning as we sit for our first cup of tea,we read newspaper.waiting

for a bus we read newspaper.In the time of journey by bus,train,car we read

newspaper.So,it’s clear that people are very used to read newspaper.For that

advertisers are give the ads,information,concepts of ads to customer or

consumer.Paper ad is a powerful mass-media.It can educate the people on the

current advertisement of the world.Paper ad produces the effect of visual method

of instruction as well as instructs.By the paper ad the advertisers can

served,because they can communicated easily with consumers or customers,

and also what they intended to say.Paper ad is the most Characteristic feature of

modern civilization.It seems that for advertising paper ad has a very integral role

in market.By ad it’s very easy for any advertiser’s to reach their information to the

consumers or customers.

Unilever’s Press Media

To advertise their product they give different sort of ads (Press media).

1.Poster

2.Paper Ad

3.Billboard

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Poster, Billboard & Paper Ad of lux,All Clear & Close up

The Poster of lux,All Clear & Close up is not that much available in our country.

For some special occasion they may give poster ad of lux,All Clear & Close up.

Billboard of lux, All Clear & Close up can seems anywhere. specially on

commercial area. They very much used to published billboard for their product.

They bestow their product also by paper ad. once in a month they provide their

product.

Design of ads of lux,All Clear & Close up

The design of their product are quit similar with other products ad.For lux soap ad

they design the same object for billboard and poster.for example the recent

billboard ad of lux,there are put the image of Indian modle.some image of pursuit

are behind the modle.we can see the same design for poster and paper. Same

with All Clear shampoo. In the billboard, poster and paper ad of All Clear

shampoo there are also used international model for their product ads. They give

the image of those object which flavors they use in their product. For example In

cucumber flavor lux they put some cucumber image on their design. In ice cool

All Clear flavor they give image of ice cube on their design. Also in Mint flavor

close up they give image of fresh water with ice and put some international

model. There is nothing different with other product ads in their design.

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Packaging

1. The act, process, industry, art, or style of packing.

2. Material used for making packages.

3. The manner in which something, such as a proposal or product, or someone,

such as a candidate or author, is presented to the public.

Packaging is the science, art, and technology of enclosing or protecting products

for distribution, storage, sale, and use. Packaging also refers to the process of

design, evaluation, and production of packages. Package labelling (BrE) or

labeling (AmE) is any written, electronic, or graphic communications on the

packaging or on a separate but associated label.

Unilever’s packaging

The packaging of lux is not that much standard.like Dove,Vaseline nevia. Their

Packaging is heavily integrated into our daily lives, we see it all around us, on

everyday items such as soap bar,bottle of shampoo.diturgent etc. As explained

below, the main use for packaging is protection of the goods inside, but

packaging also provides us with a recognisable logo, or packaging, we instantly

know what the goods are inside.The packaging of All Clear & Close up has a

midium level stander.

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Example of Unilevers Poster, Paper Ad, Bill Board, Desing & Packging

Billboard of All Clear

Poster of All Clear

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Poster of All Clear

Poster of Close up

Bill Board of Close up

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Billboard of Lux

Poster of Lux

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Recommendation

All Lux products in the body wash and shower gel ranges are 100% soap free

and produce a skin pH balanced gentle cleansing lather.Lux now offers three

new products to let you shimmer and sparkle like a star. Spoil your skin with one

of the three new products: Luminous Touch Body Wash, Dancing Light Body

Wash or Shimmering Sea Shower Gel. For softer, smoother and naturally

beautiful skin.Acne is caused by plugs of 'sebum', a type of facial oil, getting

trapped in hair follicles, leading to bacterial inflammationThere are more bacteria

in your mouth than people on the planet. So cleaning your teeth regularly is vital

if you want to keep your breath fresh.Taking good care of our teeth and gums

helps to keep us healthy and it's more social too – no one wants to be around a

person with bad breath! It's easy when you know how.There are few things more

appealing than bouncing, silky hair glinting under the sun. Here’s how to keep

your locks healthy!

All of my research I got lots of information,idea,concept about all ads and

packaging of Lux,All Clear,Close up.The present number of customer of all those

products are shown by a chart:

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Packaging Product Lower

class

Middle

class

Upper middle High class

Lux Lux 1% 45% 20% 10%

All Clear All Clear 2% 40% 25% 15%

Close up Close up 1% 30% 40% 25%

So, by this chart we can easily understand the situation all of those mentioned

products in market.The reson of this situation is explain by a chart:

Lower class Lux Don’t use because cost of money

All Clear Don’t use because cost of money

Close up Don’t use because cost of money

Middle class Lux Packet & flavour attract them

All Clear Packet & flavour attract them

Close up Cost of money

Upper middle Lux Packet & flavour doesn’t attract them

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class

All Clear Packet doesn’t attract them

Close up They like this product.

High class Lux Packet & flavour doesn’t attract them

All Clear Packet & flavour doesn’t attract them

Close up .They like this product

My own concept for lux.All Clear,Close up ads (press media) & packaging

For this situation my solution is to make packaging design and ads design in that

way what the consumer or customer like.As a designer it has to be keep in mind

that the tast of customer.In unilever product ads they use the image of

international model.This cocept should be change.Because in our country 80%

people are lower class.so designer should think about their tast.lower class

people like bangladeshi actress.so to sell the product to them we can use the

picture of bangladeshi actress for ad.Besides the higher classes of people don’t

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pick lux soap for their daily life because of packaging.so for the higher classes

people designer should standerd their packet.for that organization or company

should help designer to design the right design for ad and make different packet.

Bibliography

Wed Site

www.wikipedia.com

www.answer.com

www.about.com

www.google.com

www.unilever.com

www.deal.com

www.leverbrothers.com

Bangladeshi Newspaper

Prothom Alo March 2, 2007

Ajker Kagoj February 6, 2007

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Bangladeshi Magazine

Ice Today

Jai Jai Din

Chrdek

Anondolok

Appendices

( Questionnaire )

1.How many customers know about LUX?

a) Less than 50%b) 50% - 70%c) 70% - 90%d) More than 90%

2.How many customers use LUX?

a) Less than 50%b) 50% - 70%c) 70% - 90%d) More than 90%

3.How many customers like ads (Press media) of LUX?

a) 20% - 40%b) 40% - 60%c) 60% - 80%d) 80% +

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4.How many customers like packaging of LUX?

a) 20% - 40%b) 40% - 60%c) 60% - 80%d) 80% +

5.What things customers more prefer about LUX?

a) Packaging (40%)b) Ads (45%)c) Flavor (12%)d) All of them (3%)

6.How many retailers can sell LUX to grocery shop?

a) 40% - 60%b) 60% - 80%c) 80% - 90%d) 90% +

7.How many Groceries can sell LUX to customer?

a) 30% - 50%b) 50% - 70%c) 70% - 90%d) 90% +

8.How many Groceries can sell LUX to consumer?

a) 30% - 50%b) 50% - 70%c) 70% - 90%d) 90% +

9.What kind of ads of LUX more preferable for viewers?

a) Magazine adsb) Press adsc) Posters

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d) Billboards

10.Which classes of people prefer the LUX soap?

a) Lower Classb) Middle Classc) High-Middle Classd) Higher Class

11.Which age of people is like most the LUX soap?

a) 10 - 25b) 26 - 40c) 41 - 55d) 55 +

12.Gender consuming the LUX soap?

a) Maleb) Femalec) Both

13.How many customers know about ALL-CLEAR?

a) Less than 50%b) 50% - 70%c) 70% - 90%d) More than 90%

14.How many customers use ALL-CLEAR?

a) Less than 50%b) 50% - 70%c) 70% - 90%d) More than 90%

15.How many customers like ads (Press media) of ALL-CLEAR?

a) 20% - 40%b) 40% - 60%c) 60% - 80%

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d) 80% +

16.How many customers like packaging of ALL-CLEAR?

a) 20% - 40%b) 40% - 60%c) 60% - 80%d) 80% +

17.What things customers more prefer about ALL-CLEAR?

a) Packaging (40%)b) Ads (45%)c) Flavor (12%)d) All of them (3%)

18.How many retailers can sell to ALL-CLEAR grocery shop?

a) 40% - 60%b) 60% - 80%c) 80% - 90%d) 90% +

19.How many Groceries can sell to ALL-CLEAR customer?

a) 30% - 50%b) 50% - 70%c) 70% - 90%d) 90% +

20.How many Groceries can sell ALL-CLEAR to consumer?

a) 30% - 50%b) 50% - 70%c) 70% - 90%d) 90% +

21.What kind of ads of ALL-CLEAR more preferable for viewers?

a) Magazine adsb) Press adsc) Posters

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d) Billboards

22.Which classes of people prefer the ALL-CLEAR soap?

a) Lower Classb) Middle Classc) High-Middle Classd) Higher Class

23.Which age of people is like most the ALL-CLEAR soap?

a) 10 - 25b) 26 - 40c) 41 - 55d) 55 +

24.Gender consuming the ALL-CLEAR soap?

a) Maleb) Femalec) Both

25.How many customers know about PEPSODENT?

a) Less than 50%b) 50% - 70%c) 70% - 90%d) More than 90%

26.How many customers use PEPSODENT?

a) Less than 50%b) 50% - 70%c) 70% - 90%d) More than 90%

27.How many customers like ads (Press media) of PEPSODENT?

a) 20% - 40%b) 40% - 60%c) 60% - 80%

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d) 80% +

28.How many customers like packaging of PEPSODENT?

a) 20% - 40%b) 40% - 60%c) 60% - 80%d) 80% +

29.What things customers more prefer about PEPSODENT products?

a) Packaging (40%)b) Ads (45%)c) Flavor (12%)d) All of them (3%)

30.How many retailers can sell PEPSODENT to grocery shop?

a) 40% - 60%b) 60% - 80%c) 80% - 90%d) 90% +

31.How many Groceries can sell PEPSODENT to customer?

a) 30% - 50%b) 50% - 70%c) 70% - 90%d) 90% +

32.How many Groceries can sell PEPSODENT to consumer?

a) 30% - 50%b) 50% - 70%c) 70% - 90%d) 90% +

33.What kind of ads of PEPSODENT more preferable for viewers?

a) Magazine adsb) Press adsc) Posters

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d) Billboards

34.Which classes of people prefer the PEPSODENT soap?

a) Lower Classb) Middle Classc) High-Middle Classd) Higher Class

35.Which age of people is like most the PEPSODENT soap?

a) 10 - 25b) 26 - 40c) 41 - 55d) 55 +

36.Gender consuming the PEPSODENT soap?

a) Maleb) Femalec) Both

Acknowledgement

To complete my Dissertation I would like give thank you to my guide teacher

Tnzil Hasnain Moin Ronnet.He helped me to do my dissertation in many way.He

gave me lots of information about my dissertation project.I also give thank you to

ma course tuitou Aktar Khair Tanin.She refered me to go Ad com for collect ads

and information.In ad com Asraful Islam Rony(Brand Manager All Clear) help me

by giving many information and concept of ads.

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