Case Study On Uniliver ppt.

Presented by :

Beenish ameer

BBA honors

DMS

History

• Lever brothers is founded by WILLIAM HESKETH LEVER in 1890

• Key player in food & household product industry

• Historically grew through acquisitions

History

• LEVER BROTHERS, THE OLD NAME OF UNILEVER CHANGED INTO UNILEVER AFTER THE MERGER OF LEVER BROTHERS & MARGARINE UNIE IN 1930

• UNILEVER IS A MULTI NATIONAL COMPANY

• IT IS ONE OF THE LARGEST CONSUMER GOODS COMPANIES IN THE WORLD

• ITS BRANDS ARE ON SALE IN 151 COUNTRIES

CONTD. . . . .

• UNILEVER DOESN’T RETAIL UNDER ITS OWN NAME BUT

• WITH BRAND NAMES LIKE SURF EXCEL,LIPTON,SUNSILK ETC…

• TODAY UNILEVER EMPLOYEES 179,000 PEOPLE IN 100 COUNTRIES WORLDWIDE

CONTD. . . .

Fast facts - 2009

163,000 employees at the end of the year

20 nationalities among our top tier managers

More than 170 countries in which our products are sold

264 manufacturing sites worldwide€891 million invested

in R&D worldwide

€89 million invested in community programmes worldwide

UNILEVER PAKISTAN

•UNILEVER PAKITAN FORMERLY LEVER BROTHERS WAS ESTABLISHED IN PAKISTAN IN 1958

•FIRST SITE IN PAKISTAN WAS RAHIM YAR KHAN

•LARGEST FMCG COMPANY NOW OPERATING AT SIX LOCATIONS IN PAKISTAN

History

General Information

• NO. OF EMPLOYEES 1677

• SHARES 13,293,869

• SHARE HOLDERS 4171

• STOCK EXCHANGE KARACHI

• REVENUE 40.187 BILLIONS(2008) MR.EHSAN A.MALIK CEO IN

PAKISTAN

Products and services

•Food brands

•Home care brands

•Personal care brands

products

• Blue Brands

• Wall’s

• Knorr

• Lipton

• Brook Bond Supreme

• Rafhan

• Energile

Food Brands

Food Brands

• Comfort

• Rin

• Surf excel

Home Care Brands

• CLEAR Fair & Lovely

• Close Up Pond’s

• Lifebouy

• Lux

• Dove

• Rexona

• Vaseline

• Sunsilk

Personel Care Brands

Personal Care Brands

Unilever's mission is to add Vitality to life. We meet everyday needs for nutrition; hygiene and personal care with brands that help people feel good, look good

and get more out of life.

Mission Statement

Our vision

● We work to create a better future every day.

● We help people feel good, look good and get more out of life with brands and services that are good for them and good for others.

● We will inspire people to take small everyday actions that can add up to a big difference for the world.

● We will develop new ways of doing business that will allow us to double the size of our company while reducing our environmental impact.

This is the logo of

“UNILEVER”

“SLOGAN”

“FEEL GOOD, LOOK GOOD AND GET MORE OUT OF

LIFE…”

LOGO & SlOGAN

Management

Board Of Directors

CONTD. . . .

“PATRICK CESCAU”CHIEF EXECUTIVE OFFICER(CEO) OFUNILEVER

SWOT ANALYSIS

Strengths

• Market Size

• Level Of Familarity

• Loyal status,High brand Loyality

• High Brand Portfolio

• Diversified Management Structure

• Good will

• Strong financial position

• Strong distribution channel

• High sales brands in skin care

• Some brands become the generic name

• Market leader n tea industry

Weaknesses

• High Complex Organization Structure

• Competition among Company brands

• High cost

• Ratio of success of new product low

opportunities

• Globalization and urbanization

• Liberalizations of economies and trade agreements

• Increase in women work force

• Capturing food industry

• Wide scope of confectionery business for Unilever

Threats

• Competition:

• New entrance

• Social awareness of products

• Economic situation

• High inflation rate

•Procter & Gamble

•Nestle

•Kraft Foods

Unilever Competitors

Competitors Analysis

• Unilever Pakistan Ltd. provides trade incentives to distributors and customers against competitors. They also provide various schemes to attract the customer.

Competitive Strategies

• Quality concept in marketing

• Distribution

Cont…

• ADVERTISING STRATEGY MEDIA USE

Unilever Pakistan Limited use radio, TV and Billboards and newspapers for advertising purposes.

Promotion and advertising strategies

• Which one is more effective

• Cost benefit

• More access

FACTORS FOR DECIDING MEDIA STRATEGY

Promotional activities provides chance to company to communicate with the potential consumer to “Beat the drum” about it products.

Unilever uses the following promotional methods

The company sets up the store displays and sales officers make sure that items displayed are properly arranged so that they can look attractive on eye contact level.

PROMOTION CAMPAIGN

Company arranges their stalls in the exhibition at which the products are displayed and sold at discounts.

Sometimes the company enters in the cooperative advertisement with other companies and the logos of such companies are printed on Unilever gifts that are given free along with the product of those other companies.

The company gives off seasonal schemes of discount to distributors with an objective that the benefit of discount should be passed to retailers and wholesaler.

Cont…

There are different methods of promotions which are used by Unilever.

• Advertising:

Newspaper

Magazine

Television

Radio

Road display

Methods of Promotion

• Sales promotion

Premiums

Samples

Trade shows

Co-operative

Cont…

Scale and geographic reach

The Americas €13 billion turnover4.2% underlying salesgrowth

32.3% of group turnover

AAC€15 billion turnover7.7% underlying salesgrowth

37.4% of group turnover

Western Europe €12 billion turnover -1.9% underlying salesgrowth30.3% of group turnover

2009 turnover €39.8 billion

History

● Good broad-based underlying sales growth of 3.5%

● Underlying volume growth of 2.3% – accelerating through the year

● Increased investment behind our brands

● Return to strategic acquisitions including TIGI and Baltimor

● Named International Supplier of the Year by Tesco for the fourth year running

Operational achievements in 2009

Sales growth 3.5%

Volume growth 2.3%

Savoury, dressings and spreads

● Turnover of €13,256 million

● Underlying sales growth of -0.1%

Category highlights in 2009

Personal care

● Turnover of €11,846 million

● Underlying sales growth of 5.3%

Ice cream and beverages

● Turnover of €7,753 million

● Underlying sales growth of 4.0%

Homecare & other

● Turnover of €6,968 million

● Underlying sales growth of 7.1%

Unilever financial performance

* Continuing operations

* Restructuring, disposals and one-off items** Continuing operations

Strategic Focus

Our deep roots in local cultures and markets around the world give us our strong

relationship with consumers and are the foundation for our future growth. We will

bring our wealth of knowledge and international expertise to the service of

local consumers – a truly multi-local multinational.

Our long-term success requires a total commitment to exceptional standards of

performance and productivity, to working together effectively, and to a

willingness to embrace new ideas and learn continuously.

To succeed also requires, we believe, the highest standards of corporate behaviour

towards everyone we work with, the communities we touch, and the

environment on which we have an impact.

This is our road to sustainable, profitable growth, creating long-term value for

our shareholders, our people, and our business partners.

Our corporate purpose

Our ambition is to win share and grow volume in every

category and country.

Unilever’s growth priorities

Winning with brands and innovation

● Deliver superior products, design, branding and marketing

● Bigger, better, faster innovations

● Appeal to more consumers across needs and price points

Winning in the marketplace● Lead market development

● Win with winning customers

● Be an execution powerhouse

Winning through continuous improvement

● Lean, responsive and consumer-led value chain

● Drive return on brand support

● Agile, cost-competitive organisation

Winning with people

● Organisation and diverse talent pipeline ready to match our growth ambitions

● Performance culture which respects our values

● Leverage our operating framework for competitive advantage

Our deep roots and early engagement in D&E markets give us invaluable consumer insight:

● Understanding of the local consumer

● Brands and products across a wide range of income levels

● Critical mass on the ground

● Corporate reputation with local stakeholders and talent pool

Leveraging our scale brings us advantages over local competition:

● Global portfolio of brands and categories

● Dedicated R&D investment

● Shared values and standards of behaviour

Local roots with global scale

LOCAL ROOTS GLOBAL SCALE

Of the 6.8 billion people in the world today, 5.9 billion live in developing and emerging markets – countries such as Brazil, India and Indonesia

where Unilever has deep roots and a wide presence. We already reach many more

consumers than our competitors in these markets.

The D&E opportunity

% 2004 Sales

% 2009 Sales

North America

23%

Western Europe

38%

D&E 36%

Other developed

3%

North America

16%

Western Europe

30%

D&E 50%

Other developed

4%

Categories, Brands and Regions

Unilever’s portfolio of categories

Leading category positions

Ice Cream & Beverages

Personal Care

Homecare

Savoury, Dressings & Spreads

Strong category positions

Top 25 brands = almost 75% of Unilever’s sales*.

* As at end 2009

Big global brands

CategoriesDeliver global platforms

Responsible for:

● Brand development

● Innovation

● Research and development

Accountable for:

● Medium/long-term market share

● Brand health

● Innovation metrics

● Category value creation

RegionsExecute on the ground

Responsible for:

● Managing the business

● Deploying brands and innovations

● Customer management

Accountable for:

● Short-term market shares

● Growth

● Profit

● Cash flows

Clear, distinct, complementary roles.

Regions and categories

Unilever Foodsolutions is one of the world’s leading foodservice businesses.

● Works closely with customers, including caterers, restaurateurs and major hotel and fast-food chains, to create food solutions that help grow their business.

● Operates in 68 countries worldwide, employing 4,700 people, including 230 chefs.

● Holds leading positions in bouillons/bases, seasonings, sauces, soups, dressings, tea and desserts.

● Unrivalled combination of:

− Consumer insight

− Customer understanding

− Chefmanship® – culinary passion and expertise

− Well-known brands.

Foodsolutions

The Supply Chain

€15.3 billion spent on raw materials and packaging from over 10,000

suppliers in 2009.

Raw materials and ingredients

Our share of world volume:

Preliminary data pending audit.

264 manufacturing sites.

Continuous improvement in eco-efficiency in factories (1995–2009):

● 41% reduction in CO2 from energy

● 65% reduction in water use

● 73% reduction in total waste

Manufacturing

Preliminary data pending audit.

Around one-fifth of Unilever’s sales are through ten major

retail chains.

Our products are sold in over 10 million small shops in

developing and emerging markets.

50% of sales from developing and emerging markets.

Distribution and retailing

Unilever manages a number of partnerships globally.

Customer partnerships

2 billion consumers use a Unilever product on any day.

Top 13 brands with combined sales of €23 billion in 2009.

€5.3 billion invested in advertising and promotion.

€891 million invested in R&D.

Consumers

Innovation

Unilever is a world leader in research and development

(R&D).

Innovation driving growth 1

● €891 million invested in R&D in 2009

● At least 250 new patent applications filed each year

● A portfolio of more than 20,000 patents and patent applications

Competitive advantage through an integrated R&D

programme.

Innovation driving growth 2

● More than 6,000 R&D professionals

● 6 strategic R&D laboratories delivering groundbreaking technologies

● 31 major development centres developing and implementing product innovations

● 92 locations around the globe with R&D teams implementing innovations in countries and factories

Focused efforts that swiftly bring bigger innovations to

market.

Innovation driving growth 3

Knorr Stock Potrevolutionises bouillon

with a format that provides a more

authentic bouillon.

Small & Mightyis the industry’s first super-concentrated

liquid detergent, using one-third of the

packaging, one-third of the water and one-third

of the transport of dilute liquids.

Dove Body WashUses proprietary NutriumMoisture

technology, earning its scientifically-proven

claim to provide ‘effective natural

nourishment’.

Social and Environment

Helping society through our products and

programmes.

• 133 million people reached by Lifebuoy handwashing programmes since 2002

• 15 million people in 3 million households in India provided with safe drinking water through Pureit

• 44% of our products in line with internationally accepted guidelines for saturated and trans fats, sugar and salt

• Nearly 17 million school meals delivered to 80,000 children in 2009 through our partnership with the World Food Programme

• 45,000 women entrepreneurs reach 3 million consumers in 100,000 Indian villages selling Unilever products door to door

Social

* Measured by tonne per production. Preliminary data pending audit.

• We are committed to sourcing all palm oil from certified sustainable sources by 2015

• 15% of the tea we use globally is sourced from Rainforest Alliance CertifiedTM farms

• Over the period 1995–2009 we have achieved reductions of:

• 41% in CO2 emissions*• 73% in total waste*• 65% in water usage*

Eleven years as sector leader of

the Dow Jones Sustainability Indexes.

Our goal is to double the size of the business whilst at the same time reducing our environmental

footprint. This encompasses the whole value chain – from the sourcing of raw materials through to consumer use and disposal of our products.

Environmental

Working in partnership is crucial in developing and delivering some of

our major sustainability commitments.

UN World Food Programme: to feed hungry children and improve their nutrition

World Heart Federation: to promote heart health

Global Alliance for Improved Nutrition: to co-create new approaches in food fortification to address malnutrition

FDI World Dental Federation: to improve oral health

Global Public-Private Partnership for Handwashing with soap: to promote good hygiene practice

UN Global Compact: to align business operations and strategies in the areas of human rights, labour, environment and anti-corruption

Our principal global partnerships are with:

Working with others

Structure

Unilever was formed in 1930 from two companies: Margarine Unie and Lever Brothers.

Legal structure and governance

Margarine Unie (Netherlands)

Lever Brothers (UK)

● It was a full business merger, operating as a single business entity.

● Two separate legal parent companies have been maintained:

o Unilever NV (Netherlands) and Unilever PLC (UK).

● This works through an equalisation agreement and other contracts between the two companies.

A global management team

Sandy Ogg

Chief HR Officer

Geneviève Berger

Chief R&D Officer

Michael Polk

President Global Foods, Home & Personal Care

Harish Manwani

President Asia, Africa and Central & Eastern Europe

Doug Baillie

President Western Europe

Dave Lewis

President AmericasPaul Polman

Chief Executive Officer

Pier Luigi Sigismondi

Chief Supply Chain Officer

Jean-Marc Huët

Chief Financial Officer

Keith Weed

Chief Marketing and Communications Officer

Board of Directors

Chairman

Michael Treschow

Paul PolmanChief Executive Officer

Jean-Marc HuëtChief Financial Officer

Executive Directors

Non-Executive Directors

The Rt Hon The Lord Brittan of

Spennithorne QC, DL

Wim Dik Louise Fresco

Ann Fudge Charles Golden

Byron Grote

Narayana Murthy

Hixonia Nyasulu

Kees Storm Jeroen van der Veer

Paul Walsh