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Building Marketing Capability
Simon Clift – Chief Marketing Officer
This presentation may contain forward-looking statements,
including ‘forward-looking statements’ within the meaning of the
United States Private Securities Litigation Reform Act of 1995.
These forward-looking statements are based upon currentexpectations and assumptions regarding anticipated
developments and other factors affecting the Group. They are not
historical facts, nor are they guarantees of future performance.
Because these forward-looking statements involve risks and
uncertainties, there are important factors that could cause actual
results to differ materially from those expressed or implied by
these forward-looking statements. Further details of potential risks
and uncertainties affecting the Group are described in the Group’s
filings with the London Stock Exchange, Euronext Amsterdam and
the US Securities and Exchange Commission, including theAnnual Report & Accounts on Form 20-F. These forward-looking
statements speak only as of the date of this presentation.
Safe harbour statement
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One core competence
Superior branded selling propositions
Personal Care growing at 6% +
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Global habits, global competitors
Development of Deo global model
RegionalCentres
Global NetworkEstablished
Starting towork together
Cross-regionalProjects
Global Projects
Full GlobalWorking
1994-95 1996 1997-98 1999 2000
Global economies
of excellence,
speed & scale
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Different global habits
Leveraging experience from Personal Care
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Brilliantly differentiated
Axe Pulse
goes whereour target
goes
TV
PRINT
Release TRACK
across Europe
PR
POS
EVENTS
Commission a TRACK
DIGITAL
NEW FRAGRANCE
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Dove Pro-Age
360 PR Coverage – Oprah
Family Goodness Brand
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Family Goodness Brand Mission
““To nourish childrenTo nourish children
to reach their full potential.to reach their full potential.””
Rama Idea!
Rama Idea! is the first margarine
that contains important nutrients
that support mental development!
Product:
•Low fat (39%) spread•Rich source of selected brain nutrients (DHA,
ALA, B-vits)
Packaging
•One design for the world
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No te abandona
Nao te abandona
Ne vous laisse pas tomber
Lasst Dich nicht im stich
НИКОГДАНЕПОДВЕДЕТ
Nigdy cię nie zawiedzie
Setia Setiap Saat
ΔΕΝ ΘΑ Σ’ ΕΓΚΑΤΑΛΗΨΕΙ
Setia Sepanjang Hari
Daar kun je op vertrouwen
Universal insights
Japan Gets the Axe Effect 2007
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The Global / Local challenge
global brand = global bland?
Global Local
judging the balance
Domestos – from Europe to India
Europe India
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INTEGRATED BRAND COMMUNICATION
Unilever’s 360 degree marketing programme
• INTEGRATED around a single idea
• Encompasses ALL touch points
• Exploitation of the idea across the most APPROPRIATEchannels, phased, to meet OBJECTIVES
• Planned in TALKABILITY
UNILEVER
IBC: Television is no longer enough
eg Sunsilk Malaysia
30”
stationspot
30”
SunSilkspot
1 0 ” cl o si n
g b um p er
1 0 ” o p e n i n g b u m p e r
5 minute episode
30”
Predicam-
ent with
SMS call-to-action
segment
45”
opening
followed
by
solution tolast
week’s
dilemma
UNILEVER
SMS competition:
What should Illyana do?
‘Illyana’s Dreams’
A prime-time TV dramafeaturing Sunsilk character
‘Illyana’
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ILLYANA’S BLOG
Illyana’s WAPSite
Catch Illyana on TV3@3pm on 28 Aug 06
1. Illyana’s Diary
2. Mobile Downloads
3. Past Episodes
4. SMS Contest
5. About Illyana’s WAP site
July 6th, 2006
Lama Yana X update blog. Tulah, bila katAust sbuksgt, pegisini sana. Tiap2 hariada benda nak buat. Shopping mmg best!got sumthin 4 evry1.. Harap2 mrk sk. Tpklaudorang x suka, Yana bole simpanje.
Tinggal sama mama lain rasanya.. mmgseronok klauhol, tp it’s nt hme! YanaslaluterfikirKak Ju yg keje srgkatkafe. Yana rinduKak Ju & Kak Faz&…Fasha…& …
Yg paling Yana rindu…nasi lemak…cari2pun x dpt…x kan nk mkn vegemite tiappagi! Yana gembira sgt balik KL….I’mhome at last! Siapa nak belikan saya nasilemak?!
Read past entries
(Price: RM0.50/per entry)
Illyana’s Diary
Brought to you by Sunsilk & eBuzz
1
UNILEVER
PRINT COVERAGE
UNILEVER
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Measurable Marketing Objectives:
Sunsilk strengthens leadership in shampoo to 24%
UNILEVER
Measurable Marketing Objectives:Sunsilk becomes No 1 in Conditioner
UNILEVER
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=
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Non Users 80 11 7 6
Users 20 89 93 95
Deos Ora l Ha ir Soap
3B Non-users
1.500 bn Euro OPPORTUNITY!
e.g. Asia is half the
world’s population
But only 7 out of 100
Asians use Deos
+
…as half the world don’t yet use a deo
It’s our market to grow …
1025
105
139
148
1 9 9 9
2 0 0 0
2 0 0 1
2 0 0 2
2 0 0 3
2 0 0 4
2 0 0 5
€ mio
164168
Russia Deodorant Market
from 1999
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Unilever’s first global masstige innovation
It’s time to believe in miracles
Launched in:
*China*Thailand*Philippines*Indonesia
Sep’06Oct ’06Nov 06Nov 06
*India*Vietnam*Taiwan
Dec ’06Jan 07Jan 07
with leading edge formulationhas breakthrough CLA anti-aging technology
“Age spots and wrinkles are
reduced in just 7 days”
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2006
2007
Rama/Blueband Idea!
Launched in 14 countries in 5 months
Dry Wet
CUBITOSFrom Latin America to
a fast coordinated rolloutthroughout CEE and
Africa (harmonised mix)
WET SOUPS (DOY PACK)From the Netherlands to a fast
coordinated rollout
to Western Europe under Knorr(harmonised mix)
Knorr fast roll-out
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Marketing ROI
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
-20,000
0
Sep-97 Jan-98 May-98 Sep-98 Jan-99 May-99 Sep-99 Jan-00 May-00 Sep-00
S a l e s
Source of Volume by Business Driver
0
200
400
600
800
1000
1200
Competitor Advertising
Base
Online
4.0
4.2
4.4
4.6
4.8
5.0
Detailing
0
20
40
60
80
100
MeetingsEvents
0
200
400
600
800
1000
1200
DTC
0
200
400
600
800
1000
1200
Samples -0.8
-0.6
-0.4
-0.2
0.0
0.2
Long Term
Brand EquityGrowth
Marketing ROI:Measuring Effectiveness of Advertising Content
3%
5%
15%
30%
50%
30%
15%
5%
3%
3%
5%
15%
30%
50%
30%
15%
5%
3%
T o p
B o t t o m
T o p
B o t t o m
Enjoyment Engagement Branding PerceivedUnderstanding
Re le vance Pe r suas i on B rand Appeal
BrandDifference
MainPoint
Ad Profile
Efficiency at getting thebrand’s message across
Effectiveness of message
Whether onstrategy
(Illustrative Example)
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AIM
MAC
Budget
Setting
AIM
MAC
Budget
Setting
Marketing ROI:
Key research and Planning / Buying tools
Marketing ROI: Example of
Brand Quarterly Tracker
GMI-1 Internal Fin. Data
Millward Brown
AC Nielsen / World Panel
AC Nielsen / IRI / GMI-1
Millward Brown
CARAT
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Econometric Modeling Process
Build models that show howindividual marketing and other
drivers impacted sales
Data Collection Establish historicalmarketing sales
response curves
Report historical ROIRun optimizers for ROImaximizing budget allocation
Response Curves
5
10
15
20
25
30
35
40
I n c r e m e n t a l S a l e s
Spend In Channel
TV Brand
TV Promo
Outdoor
Direct Mail
Yellowpages
Print
Online
Current Spend
5
10
15
20
25
30
35
40
I n c r e m e n t a l S a l e s
Spend In Channel
Optimal Spend
5
10
15
20
25
30
35
40
I n c r e m e n t a l S a l e s
Spend In Channel
ROI of A&P spend: Summary
ContentDevelopment
Media Planning
L a u n c h
- Concept Product Tests- Simulated Test Markets
- Advertising Investment Measure (AIM)- Marketing Activity Costing (MAC)-Minimum Investment Level (MIL)-Mindshare Industry Metrics- Accenture Benchmarks
DynamicTracking
- Brand Image metricswith attribution of source
Market MixModelling
- Disaggregationof mix effects
Input Metrics Output Metrics Operational
(ongoing)
Loop back todevelopmentprocess
- Qualitative Research- Preview Adprofile
InnovationQuality
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Marketing: an art as much as a science
infectious brand ideas