Taking Marketing to the Next Level - Unilever · · 2018-03-28Built a model for Brands’ growth - Bigger, better, ... • Mobile as the enabler – SoLoMo, mCommerce . 2005 2013

Taking Marketing to the Next Level

Keith Weed, London 5th December 2013

What we’ve done to step up marketing

How the marketing world is changing

How we will step up in marketing in the

future

What we’ve done to step up marketing

1. Organisation more focused on Brands

2. Built a model for Brands’ growth

- Bigger, better, faster innovation

- More effective communication

- Leveraged scale

3. Embraced Digital and improved capabilities

15 Brand Development

Brand Building

Global Marketing

Marketing function organised around

brands

Marketing strategy crafting Brands for

Life

More Billion Euro brands

11

1. More focused on Brands

People

Brands

Magic

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=coYzbF5rkN6OXM&tbnid=bDC6r6tHCZZ1TM:&ved=0CAUQjRw&url=http://www.semilo.nl/cases/case-blue-band-vloeibaar-met-roombotersmaak/&ei=zgefUrW3B4jL0QXX6YGICA&bvm=bv.57155469,d.d2k&psig=AFQjCNGWrn3eQsNvwz5xtQNl5RhxVwFR9w&ust=1386240330912763

http://static2.wikia.nocookie.net/__cb20100712141148/logopedia/images/1/1e/Signal_logo.svg

http://static3.wikia.nocookie.net/__cb20091229172523/logopedia/images/f/fc/Magnum_logo_2006.png

http://static3.wikia.nocookie.net/__cb20091228145012/logopedia/images/d/db/Knorr_logo.png

2011 end Q3'13

Avg. 1st Year A&P

Bigger - Innovation investment

Better – Superior products

Faster – Development process

+29%

2. Brand growth model: Bigger, better innovation

25% 41%

2011 YTD'13

Innovation testing

YTD end Q3’13 2011 YTD end Q3’13

15

10

2011 YTD Q3'13

Development time

(months)

Quality of communication

Quantitative Preview Ad testing

2. Brand growth model: Effective communication

57% 70%

2009 YTD'13 Q3

A&P Investment

2009 2012

A&P

+€2bn

YTD end Q3’13 2009 2013 2009

Media expertise and savings programme

Ad Production and Artwork excellence

Creative assets used in more markets

enabling efficiencies

2. Brand growth model: Leveraged scale

From: Traditional & Digital

To:

Paid Owned Earned Media

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=nVKJJ-ut-agHcM&tbnid=oDxzWnmMhogtYM:&ved=0CAUQjRw&url=http://beperceptive.wordpress.com/2013/04/04/cornettos-new-look-by-carter-wong-2013/&ei=RWWcUv-FB4Sn0QXnsoC4AQ&bvm=bv.57155469,d.d2k&psig=AFQjCNGg4LkczeTP6tfaq5WIB1A4IeOP2w&ust=1386067599001058

Digital acceleration programme:

reaching 4,100 marketers

Marketing step up programme: reaching

7,000 marketers across 55 locations

Embraced Digital

3. Embraced Digital: Improved expertise

12% 14% 15%

2011 2012 2013

Unilever Digital Spend

Recognition and talent attraction

Unilever most awarded advertiser

Unilever most effective advertiser

Unilever 2nd most in demand in marketing

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=NERIIfjUDWKI0M&tbnid=sYNTlVW2vEcK5M:&ved=0CAUQjRw&url=http://www.leoburnett.com/awards/owning-it-at-the-effies/&ei=bHh6UvXjAYWP0AXYuoCYAg&bvm=bv.55980276,d.d2k&psig=AFQjCNH90GRgdmIElrCieQW2keUvcp4qqQ&ust=1383844181290432

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=vUtqHj-DsjZb4M&tbnid=JX2ZvcBEc-8OaM:&ved=0CAUQjRw&url=http://www.marketingmag.ca/news/agency-news/cannes-lions-announces-all-star-jury-president-list-71912&ei=B-pvUoHkFMO70QWg6oGQCg&bvm=bv.55123115,d.d2k&psig=AFQjCNEdWeSR6Pl11ymaLRv-_jLY2DPRHA&ust=1383152511127427

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=0bLRWA15Rc9JXM&tbnid=xv_Mrcg-uNB7vM:&ved=0CAUQjRw&url=http://gowalesblog.wordpress.com/2013/09/20/how-to-use-linkedin-for-your-graduate-job-search-part-one/&ei=fG-fUsGmG6Wm0QWrroCQCA&bvm=bv.57155469,d.d2k&psig=AFQjCNFU1D0Mpz2WWLcvKw0gCQ2Wp2Hidg&ust=1386266719122652

How the marketing world is changing:

• More connections than ever before – data, ecommerce

• The explosion of social – always on, content

• Mobile as the enabler – SoLoMo, mCommerce

2005 2013 Pope Benedict XVI Pope Francis I

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=xrlHUVWjZIGxyM&tbnid=n0S4rggL-pPUcM:&ved=0CAUQjRw&url=http://singularityhub.com/2013/03/14/beforeafter-comparison-of-pope-announcement-shows-incredible-proliferation-of-mobile-in-just-8-years/&ei=JXqXUsb6LsvB0gXd44CQAg&psig=AFQjCNFPlpvYPa55sgvW3fwXvnOMEqYtgA&ust=1385745308221881

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=xrlHUVWjZIGxyM&tbnid=n0S4rggL-pPUcM:&ved=0CAUQjRw&url=http://singularityhub.com/2013/03/14/beforeafter-comparison-of-pope-announcement-shows-incredible-proliferation-of-mobile-in-just-8-years/&ei=JXqXUsb6LsvB0gXd44CQAg&psig=AFQjCNFPlpvYPa55sgvW3fwXvnOMEqYtgA&ust=1385745308221881

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=OL1MNh93IipI1M&tbnid=xch_oJWLcDJe0M:&ved=0CAUQjRw&url=http://vanessaruiz.com.br/tag/digital/&ei=mJKXUqz6O-mu0QXx9YCoBQ&psig=AFQjCNFPlpvYPa55sgvW3fwXvnOMEqYtgA&ust=1385745308221881

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=xjK3AfTo31JbiM&tbnid=ltjb40nzlKSRbM:&ved=0CAUQjRw&url=http://affectlab.org/tag/the-pope-and-mobile-phones/&ei=4JKXUrXYPMSP0AXtvoEw&psig=AFQjCNFPlpvYPa55sgvW3fwXvnOMEqYtgA&ust=1385745308221881

Leading in Developed markets Leading in Developing & Emerging markets

Mobile – leading in both D and D&E markets

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=iDQPcH8zoQVYcM&tbnid=sWpiGlkG6vlhjM:&ved=0CAUQjRw&url=http://www.unileverventures.com/2011/11/18/brandtone-wins-mma-2011-award-for-unilever-%E2%80%98omo-door-to-door-challenge%E2%80%99-campaign/brandtone-mark-colour-copy/&ei=0X97Ut7dAead0AX4woHgCQ&bvm=bv.56146854,d.ZG4&psig=AFQjCNFQ1GaVcciggWbboAjwc4D_NjPwtQ&ust=1383911754692371

http://macapper.com/wp-content/uploads/2010/08/iad-logo.png

How will we step up marketing in the future

1. Simpler, leaner, more agile organisation

2. ROI & fuel for growth

3. Powerful Brands with purpose

Further developed Brand Development: -4 mega categories with different models -Dependent on industry and degree of globalisation of brand -Domain expertise

Strengthened Global Marketing: -Consumer Engagement Centres -Creative Excellence: Brand publishing -Digital Media: Data, eCommerce, Mobile

Brand Building: -Brand as community management / hyper local events -eCommerce / Digital in the country -Perfect stores and cities


12% headcount reduction

Reducing the number of small projects with incremental turnover <€3m

Streamline to 6 core marketing processes

Marketing Insight


2011 2012 YTD'13

Small Projects

Category & Brand Strategy

Brand Marketing Plans

Innovation / renovation

Communications

In-market Brand Management, execution, tracking & optimisation

2. ROI & fuel for growth

32%

27% 26%

24%

2010 2011 2012 2013 est.

Non Working Media Trend 2010 - 2013

Non-working media trend 2010 – 2013 est.

“From

Marketing to Consumers

to

Mattering to People” David Jones CEO Havas


http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=oczm2S4R3_-3-M&tbnid=7mOGMa_4iopMIM:&ved=0CAUQjRw&url=http://www.mysupermarket.co.uk/tesco-price-comparison/Stock_Sauce_Mix_And_Gravy/Knorr_Stock_Pot_Vegetable_4x28g.html&ei=iaiYUr6GH-rR0QWph4CIAg&bvm=bv.57155469,d.d2k&psig=AFQjCNETKXffkurwhcAHg7S9nfEeZjKXPw&ust=1385822720430774


Help Mums ensure their kids fall ill a little less often

To lift your food, your mood and bring a touch of richness to your day

Surf’s sensorial magic awakens your senses to discover happiness in the day to day

Brighter in a busy world

For the love of flavour because cooking delicious and nutritious food should be within everyone’s reach

Purpose: Unleashing

human potential

Yes, clothes matter. When you dress right you feel right

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=4peBpFlKPIAH-M&tbnid=GKdUsAG0rC3gjM:&ved=0CAUQjRw&url=http://www.unilever.com/brands-in-action/detail/Lifebuoy/292086/&ei=P0-fUvmcIq2a0QXWuIHwCA&bvm=bv.57155469,d.d2k&psig=AFQjCNEUmevdu8LNd92q-afi-zSnCFJWlg&ust=1386258593645880

In summary

• Significant progress in stepping up the quality of

marketing

• Remain at the forefront of new developments in this

fast changing marketing environment

• Steps in place to accelerate marketing further

Taking Marketing to the Next Level - Unilever · · 2018-03-28Built a model for Brands’ growth - Bigger, better, ... • Mobile as the enabler – SoLoMo, mCommerce . 2005 2013

Documents