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Unilever strategic marketing
Unilever strategic marketing
Unilever strategic marketing
Unilever strategic marketing
Unilever strategic marketing
Unilever strategic marketing
Unilever strategic marketing
Unilever strategic marketing
Unilever strategic marketing
Unilever strategic marketing
Unilever strategic marketing
Unilever strategic marketing
Unilever strategic marketing
Unilever strategic marketing
Unilever strategic marketing
Unilever strategic marketing
Unilever strategic marketing
Unilever strategic marketing
Unilever strategic marketing
Unilever strategic marketing
Unilever strategic marketing
Unilever strategic marketing
Unilever strategic marketing
Unilever strategic marketing
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Unilever strategic marketing

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  • very informative and at the same time, we can use this as guide in developing our marketing strategy to accomplished our business objectives..
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  • 1. “150 million times a day, someone somewhere chooses a Unilever product” Annie Kao Suzanne Haffenden
  • 2. Who are Unilever
  • 3. Overview   Origins of Unilever   Simon Clift   Operational style   Marketing lessons   Strategic style learnt Examples of strategic     Future prospects style   Competitive environment   Current strategies
  • 4. The origins of Unilever Unilever is an Anglo-Dutch multinational corporation that owns consumer products in;   Food and Beverages   Cleaning agents   Personal care Created in 1930 from a merger between the British soap maker Lever Brothers and Margarine Unie As palm oil was a major raw material for both soaps and margarines
  • 5. Operational Style   Unileverlisation   Mergers and acquisitions – grew through repeated mergers of companies who usually retained their names and brands. This encourage strong belief and initiative to de- centralise control   Conglomerate
  • 6. Strategic Style   Research and Innovation   Localisation   Diversification into a broad category   Multiple segment specialisation - developing products to target every segment. Serving multiple markets whilst differentiating products in a way that meets needs of each segment   Developing in emerging markets
  • 7.   Brand Expansion   “The Beauty Soap of Film Stars”   Icon Brand
  • 8. Unilever Brands
  • 9. Unilever Brands   Localisation   Building businesses organically   The world's biggest ice cream company   Ben & Jerry's
  • 10. .  Research and Innovation  Different needs for different hair types
  • 11.   Concentrating on emerging markets   Understanding different consumer needs   Offering products at different price points
  • 12. Developing and Emerging Market Opportunity   Bottom of the Pyramid   Multi-trillion dollar opportunity   Billions of people out of poverty in the next 10 years
  • 13. Developing and Emerging Market Opportunity
  • 14. Competitive environment   Key Competitors   Proctor and Gamble   Nestle   Colegate-palmolive   Kraft   Supermarket private lables   The management of the smaller brands slowed down its growth.   Whilst their competitors concentrated on global development and economies of scale.
  • 15. Current Strategies   Downsizing brand portfolio –stream line the business portfolio to reflect vitality concept   1,500 – 400 master brands   Also, acquisition of high profile food brands
  • 16. Unilever’s Growth Matrix
  • 17. Simon Clift   First chief marketing officer for Unilever “Unilever was effectively a holding company – a conglomerate. That led to a very complex brand portfolio, with thousands of formulations, positionings, and ways of developing advertising.”   (Marketing Week)   Centralised marketing culture   Concentrates on building the brands   New Unilever brand identity
  • 18. Simon Clift   Dove and Lynx
  • 19. Marketing Lessons learnt 1.  Be forward thinking and with constant innovation – looking beyond organisation’s walls. 2.  Defend its territory through growth and diversification 3.  Bigger is not always better. companies need to contract and recognise its weaknesses.
  • 20. Future Prospects   How will Vitality be brought amongst all their brands?   How will they overcome two contradicting values?
  • 21. Thank you for listening….
  • 22. References •  Anon, (2005). 'Can Unilever create a masterpiece: Competition challenge to a consumer-goods leader'. Emerald Group Publishing. 21 (5), pp.11-14 •  Inkpen, A. C. and Ramaswamy, K. (2006). ‘Global strategy: creating and sustaining advantage across borders’, Oxford University Press US. •  Anon. (2009) 'The changing face of Unilever: Out with the old and in with the •  Jones, G. (2005). Renewing Unilever: Transformation and Tradition. Oxford: OUP new'. Emerald Group Publishing Limited. 25 (5), pp.24-27 •  •Jones, G. & Miskell, P. (2007). 'Acquisitions and Firm Growth: Creating Unilever's •  Anon. (2010). One for all: Unity and growth at Unilever. Emerald Group Ice Cream and Tea Business'. Business History. 49 (1), pp.8-28 Publishing. 26 (4), pp.25-27 •  Jöstingmeier, B. (2007) ‘Cross-cultural innovation: new thoughts, empirical •  Blowfield, M. and Murray, A. (2008) ‘Corporate responsibility: a critical research, practical reports’, 2nd Ed., Oldenbourg Wissenschaftsverlag introduction’, Oxford University Press. •  •Mesure, S. (2002). Nestle steps up ice-cream war with Unilever by buying •  Boze, B. V. & Patton, C. R. (1995). 'The future of consumer branding as Dreyer's. The Independent. [online] http://www.independent.co.uk/news/business/ seen from the picture today'. Journal of consumer marketing. 12 (4), pp. news/nestlatildecopy-steps-up-icecream-war-with-unilever-by-buying- 20-41 dreyers-645661.html [accessed 16th April 2010] •  Brownsell, A. (2009). Can Unilever's brand be applied to all? Marketing •  •Reader, W. J. (1980). Fifty Years of Unilever. London: Heinemann News [online] http://www.marketingmagazine.co.uk/news/874428/Unilevers- brand-applied-all/ [accessed 16th April 2010] •  •Schwarzkopf, S. (2009). 'Discovering the Consumer: Market Research, Product Innovation, and the Creation of Brand Loyalty in Britain and the United States in the Interwar Years'. Journal of Macromarketing. 29 (1), pp.8-20 •  Doyle, P. and Stern, P. (2006) ‘Marketing management and strategy’ 4th Ed., Pearson Education •  Savitz, A. W. and Weber, K. (2006) ‘ The triple bottom line: how today's best-run companies are achieving economic, •  Fieldhouse, D. K. (1978). Unilever Overseas: The Anatomy of a social, and environmental success-and how you can too’, John Wiley and Sons. Multinational. California: Hoover Institution Press •  Stern, C. W. and Deimler, M. S. (2006) ‘The Boston Consulting Group on strategy’, •  Frost, R. (2005). Should Global Brands Trash Local Favorites. Brandchannel 2nd Ed., John Wiley and Sons. [online] http://www.brandchannel.com/features_effect.asp?pf_id=253 [accessed 16th April 2010] •  Warc (2010) PG, Unilever step up competition in India’. [online]. 6 April. Avaialbe at: http://www.warc.com/news/topnews.asp?ID=26534 [accessed on 14/04/2010] •  Gilligan, C. and Wilson, R. M. S. (2009) ‘Strategic Marketing Planning’, 2nd Ed., Butterworth-Heinemann. •  Wubs, B. (2008) ‘International business and national war interests: Unilever between Reich and empire, 1939-45Volume 13 of Routledge international studies in business history’, Taloyr and Francis •  Hitt, M. A. and Ireland, R. D. (2007) ‘ Strategic management: competitiveness and globalization’, 7th Ed., Cengage Learning

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