UNILEVER<br />MBA Pau / Bangalore<br />Strategic Marketing Management<br />Submitted to: Dr Christophe BenaventUniversité ...
U N I L E V E R<br />Bigger is not always better<br />27/03/2011<br />Julie Discours, Karanvir Singh Rishiraj, WagishTiwar...
INTRODUCTION<br />British-Dutch company created in 1930<br />Current CEO: Paul Polman<br />THREE MAIN BRANDS :<br />FoodPe...
CONTEXT<br />Main concept : <br />    Create a better future for people and reduce their overall environmental impacts<br ...
Main competitors<br />27/03/2011<br />Own Board/ figures from company websites <br />Julie Discours, Karanvir Singh Rishir...
Prices<br />27/03/2011<br />Julie Discours, Karanvir Singh Rishiraj, WagishTiwari, Deepak Singh and Grégoire Pons<br />6<b...
KEY MARKETING ISSUES <br />How to manage 460 brands ?<br />Path to growth on 5 years :<br />Focusing resources on brands, ...
UNILEVER: A CORPORATE GLOBAL BRAND?<br />27/03/2011<br />Julie Discours, Karan, Wagish Tiwari, Deepak Singh and Grégoire P...
Advantages<br />Umbrella brand <br />Increase of the legitimacy<br />Consumer is retailer <br />Have a common message for ...
Disadvantages<br />The message could be less concrete<br />Restriction of the Vitality’s discourse <br />27/03/2011<br />J...
Promotion<br />The vision: VITALITY: axe french advertisingaxe advertisingIndia<br />Television:<br />Sponshorship: Flora ...
Reason for vitality<br /> Come back to fundamentals<br /> Clarity of message: Vitality & environment<br />27/03/2011<br />...
THE RATIONALISATION OF THE UNILEVER’S PORTFOLIO<br />27/03/2011<br />Julie Discours, Karan, Wagish Tiwari, Deepak Singh an...
Segmentation<br />Evolution of consumption<br />27/03/2011<br />Julie Discours, Karanvir Singh Rishiraj, WagishTiwari, Dee...
Segmentation<br />Market<br />27/03/2011<br />Julie Discours, Karanvir Singh Rishiraj, WagishTiwari, Deepak Singh and Grég...
Targeting<br />27/03/2011<br />Julie Discours, Karanvir Singh Rishiraj, WagishTiwari, Deepak Singh and Grégoire Pons<br />...
Places<br />27/03/2011<br />Julie Discours, Karanvir Singh Rishiraj, WagishTiwari, Deepak Singh and Grégoire Pons<br />6<b...
Unilever products<br />27/03/2011<br />Julie Discours, Karanvir Singh Rishiraj, WagishTiwari, Deepak Singh and Grégoire Po...
BCG matrix<br />27/03/2011<br />Julie Discours, Karan, Wagish Tiwari, Deepak Singh and Grégoire Pons<br />19<br />
The ice cream market<br />27/03/2011<br />Julie Discours, Karan, Wagish Tiwari, Deepak Singh and Grégoire Pons<br />20<br ...
CONCLUSION<br />How to manage 460 brands?<br />Continue to reduce the portfolio until to 400<br />Think to the consumer<br...
SOURCES<br />Unilever global Web site: www.unilever.com<br />Ebsco<br />http://www.scribd.com/doc/2074712/Unilever-Strateg...
Upcoming SlideShare
Loading in …5
×

Unilever birth of a global brand

2,487 views

Published on

Cours International Marketing
ESC Pau 2011
with M H Abbo

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,487
On SlideShare
0
From Embeds
0
Number of Embeds
384
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Unilever birth of a global brand

  1. 1. UNILEVER<br />MBA Pau / Bangalore<br />Strategic Marketing Management<br />Submitted to: Dr Christophe BenaventUniversité Paris Ouest Dr MhAbboGroupe ESC Pau<br />Submitted by: Julie Discours, Karan VirRishiraj, WagishTiwari, Deepak Singh, Grégoire Pons<br />27/03/2011<br />Julie Discours, Karan, WagishTiwari, Deepak Singh and Grégoire Pons<br />1<br />
  2. 2. U N I L E V E R<br />Bigger is not always better<br />27/03/2011<br />Julie Discours, Karanvir Singh Rishiraj, WagishTiwari, Deepak Singh and Grégoire Pons<br />2<br />
  3. 3. INTRODUCTION<br />British-Dutch company created in 1930<br />Current CEO: Paul Polman<br />THREE MAIN BRANDS :<br />FoodPersonalHome<br />Knorr Axe Cif<br /> Lipton Dove Omo<br />SlimfastRexona Sunlight<br />MARKET POSITIONING:<br />2nd largest packaged goods company<br />FINANCIAL STATURE:<br /> Turnover : 44,3 Billion Euros<br />27/03/2011<br />Julie Discours, Karanvir Singh Rishiraj, WagishTiwari, Deepak Singh and Grégoire Pons<br />3<br />
  4. 4. CONTEXT<br />Main concept : <br /> Create a better future for people and reduce their overall environmental impacts<br />Portfolio: <br />1200 brands Year 2000<br /> 460 brands Today<br />Opportunities: <br />53% of the business is on emerging countries<br />The first 25 brands 75% of the group sales <br />“ Unileverlarisation ” : every days 2 billion of people buy an Unilever product <br />27/03/2011<br />Julie Discours, Karanvir Singh Rishiraj, WagishTiwari, Deepak Singh and Grégoire Pons<br />4<br />
  5. 5. Main competitors<br />27/03/2011<br />Own Board/ figures from company websites <br />Julie Discours, Karanvir Singh Rishiraj, WagishTiwari, Deepak Singh and Grégoire Pons<br />5<br />
  6. 6. Prices<br />27/03/2011<br />Julie Discours, Karanvir Singh Rishiraj, WagishTiwari, Deepak Singh and Grégoire Pons<br />6<br />Developed countries<br />High Price<br />Global<br />Low Quality<br />High Quality<br />Emerging countries<br />Low Price<br />
  7. 7. KEY MARKETING ISSUES <br />How to manage 460 brands ?<br />Path to growth on 5 years :<br />Focusing resources on brands, categories and countries with the highest potential <br />Reduce portfolio to 400 core brands<br />Reduce impact on the environment<br /> How to build a corporate global brand?<br />27/03/2011<br />Julie Discours, Karanvir Singh Rishiraj, WagishTiwari, Deepak Singh and Grégoire Pons<br />7<br />
  8. 8. UNILEVER: A CORPORATE GLOBAL BRAND?<br />27/03/2011<br />Julie Discours, Karan, Wagish Tiwari, Deepak Singh and Grégoire Pons<br />8<br />
  9. 9. Advantages<br />Umbrella brand <br />Increase of the legitimacy<br />Consumer is retailer <br />Have a common message for the whole group: the Vitality<br />27/03/2011<br />Julie Discours, Karan, Wagish Tiwari, Deepak Singh and Grégoire Pons<br />9<br />
  10. 10. Disadvantages<br />The message could be less concrete<br />Restriction of the Vitality’s discourse <br />27/03/2011<br />Julie Discours, Karan, Wagish Tiwari, Deepak Singh and Grégoire Pons<br />10<br />
  11. 11. Promotion<br />The vision: VITALITY: axe french advertisingaxe advertisingIndia<br />Television:<br />Sponshorship: Flora London Marathon <br />27/03/2011<br />Julie Discours, Karanvir Singh Rishiraj, WagishTiwari, Deepak Singh and Grégoire Pons<br />11<br />
  12. 12. Reason for vitality<br /> Come back to fundamentals<br /> Clarity of message: Vitality & environment<br />27/03/2011<br />Julie Discours, Karanvir Singh Rishiraj, WagishTiwari, Deepak Singh and Grégoire Pons<br />12<br />0,5<br />2,6<br />2,6<br />
  13. 13. THE RATIONALISATION OF THE UNILEVER’S PORTFOLIO<br />27/03/2011<br />Julie Discours, Karan, Wagish Tiwari, Deepak Singh and Grégoire Pons<br />13<br />
  14. 14. Segmentation<br />Evolution of consumption<br />27/03/2011<br />Julie Discours, Karanvir Singh Rishiraj, WagishTiwari, Deepak Singh and Grégoire Pons<br />7<br />SALES in 2010<br />
  15. 15. Segmentation<br />Market<br />27/03/2011<br />Julie Discours, Karanvir Singh Rishiraj, WagishTiwari, Deepak Singh and Grégoire Pons<br />8<br />
  16. 16. Targeting<br />27/03/2011<br />Julie Discours, Karanvir Singh Rishiraj, WagishTiwari, Deepak Singh and Grégoire Pons<br />9<br />4 billion of new consumers for Unilever<br />
  17. 17. Places<br />27/03/2011<br />Julie Discours, Karanvir Singh Rishiraj, WagishTiwari, Deepak Singh and Grégoire Pons<br />6<br />Presence in 150 countries<br />
  18. 18. Unilever products<br />27/03/2011<br />Julie Discours, Karanvir Singh Rishiraj, WagishTiwari, Deepak Singh and Grégoire Pons<br />6<br />
  19. 19. BCG matrix<br />27/03/2011<br />Julie Discours, Karan, Wagish Tiwari, Deepak Singh and Grégoire Pons<br />19<br />
  20. 20. The ice cream market<br />27/03/2011<br />Julie Discours, Karan, Wagish Tiwari, Deepak Singh and Grégoire Pons<br />20<br />Miko<br />Kwality walls<br />Kibon<br />Streets<br />
  21. 21. CONCLUSION<br />How to manage 460 brands?<br />Continue to reduce the portfolio until to 400<br />Think to the consumer<br /><ul><li> How to build a corporate global brand?</li></ul>Develop emerging countries’ markets<br />Keep the Vitality’s message by people and the planet<br />Be inspired by the model of Nestlé<br />27/03/2011<br />Julie Discours, Karanvir Singh Rishiraj, WagishTiwari, Deepak Singh and Grégoire Pons<br />10<br />
  22. 22. SOURCES<br />Unilever global Web site: www.unilever.com<br />Ebsco<br />http://www.scribd.com/doc/2074712/Unilever-Strategy<br />http://www.e-marketing.fr/Article-A-La-Une/Unilever-verse-dans-Second-Life-1894.htm<br />http://www.kyynel.biz/pm/Portfolio%20Management%20-%20Unilever.pdf<br />http://www.scribd.com/doc/15028659/Unilever<br />27/03/2011<br />Julie Discours, Karan, Wagish Tiwari, Deepak Singh and Grégoire Pons<br />22<br />

×