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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Unilever strategic marketing

  1. 1. “150 million times a day, someone somewhere chooses a Unilever product” Annie Kao Suzanne Haffenden
  2. 2. Who are Unilever
  3. 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. 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. 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. 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. 7.   Brand Expansion   “The Beauty Soap of Film Stars”   Icon Brand
  8. 8. Unilever Brands
  9. 9. Unilever Brands   Localisation   Building businesses organically   The world's biggest ice cream company   Ben & Jerry's
  10. 10. .  Research and Innovation  Different needs for different hair types
  11. 11.   Concentrating on emerging markets   Understanding different consumer needs   Offering products at different price points
  12. 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. 13. Developing and Emerging Market Opportunity
  14. 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. 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. 16. Unilever’s Growth Matrix
  17. 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. 18. Simon Clift   Dove and Lynx
  19. 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. 20. Future Prospects   How will Vitality be brought amongst all their brands?   How will they overcome two contradicting values?
  21. 21. Thank you for listening….
  22. 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