Relationship Marketing Breeze

Company Profile

The Unilever brand, found in consumer products in millions of homes across 150 countries, is a trusted name in nutrition, hygiene and personal care. Throughout its history, Unilever has been adding vitality to the lives of consumers, creating products that help people feel good, look good and get more out of life.

In Malaysia, the Unilever story began in 1947 with the opening of the first Lever Brothers soap and margarine manufacturing plant in Bangsar. Costing RM 12 million, the interesting fact it was reputed to be the largest factory in the country, with machines that could wrap 124 bars of soap a minute!

Manufacturing capabilities expanded as the portfolio of products grew, as the number of employees and workers keep increase from time to time. With a presence in Malaysia spanning over 60 years, Lever Brothers, who adopted the global Unilever name in 1994, has played a unique role in bearing witness to the country’s economic, social and political development.

Unilever Malaysia is a private limited company that is 70% owned by Unilever PLC (UK), 23% by Pemodalan Nasional Berhad (PNB) and the remaining 7% by Lembaga Tabung Haji. We have about 550 Malaysian employees and a food factory in Rawang, Selangor.

The challenge of developing brand awareness has been met eagerly by the company, with the evolution of marketing and promotional techniques, responding sensitively to the complex cultural nuances prevalent in Malaysian society. From 1947 to date, Unilever has become institutionalized for the role it plays in the marketing of consumer goods in Malaysia.

Efforts in understanding local consumers have brought about some of the top brands in the market today such as Dove, Lux, Clear, Lifebuoy, Ponds, Breeze, Sunsilk, Fair & Lovely, Rexona, Wall’s, Lipton, Knorr, Lady’s Choice and Planta which add vitality to consumers lives.

For this study, I choose ‘Breeze ‘company, a company that produce detergent and powder for cleaning...