Unilever is a British- Dutch multinational consumer goods company, co-headquartered in London, United Kingdom and Rotterdam, Netherlands. The products supplied are food and beverages (40% of its revenue), cleaning agents and personal care products. It is the largest consumer goods multinational company measured by 2012 revenue. Also it is the seventh most valuable company in all of Europe. Unilever’s products are available in 190 countries.
The company began with British soap-maker Company called Lever Brothers. William Hesketh Lever came forward with a revolutionary idea called “Sunlight Soap” in 1890. This helped them to become the first company that popularized cleanliness in Victorian England. Their product rapidly outdid globally as it was a huge success in UK and that made them obtain business worldwide. The main reason for this success was that William didn’t only prioritize on selling the product but also on the manufacturing of it.
In 1860: The Jurgens family, who were carpenters, began selling butter which they received as payments. As this proved to be profitable, they decided to move to Oss, Brabant in the Netherlands to build a better business in butter trade.
In 1870: The Van den Bergh, who were butter merchants also built up a flourishing butter trade in the town of Oss. By this time they began exporting to England which was the biggest market for Dutch butter.
In 1871: The Jurgens family obtained the obvious for making the margarine from its creator Mege Mouries. The modern item, made from animal fat, can be mass delivered as a reasonable substitute for butter and gets to be known as margarine. With trade within the same town, Jurgens takes a test of this unused item to Van den Bergh who at that point starts to create a comparative item. The development of hydrogenation, a procedure for solidifying vegetable oils, makes it conceivable to utilize a wide run of crude materials, not just animal fat.
In 1894: With a developing significance in public health and personal hygiene, Lever Brothers make a modern item called Lifebuoy soap. It uses carbolic corrosive to combat germs but remains reasonable to everybody.
Unilever has a simple but clear purpose – to make sustainable living commonplace. We believe this is the best long-term way for our business to grow.
1. Commonplace sustainable living
2. Best long-term way
3. Business growth
Commonplace sustainable living is the center component in Unilever’s corporate vision articulation. This component displays the company’s endeavors in changing its items to suit current market conditions. For illustration, through feasible plan for domestic care and individual care items, Unilever aids consumers to reach their goals to assimilate sustainability in their lives. The corporate vision also states that commonplace sustainability is the most excellent long-term way for the trade. Unilever understands the significance of sustainability and other market trends influencing the industry. Moreover, the vision articulation reflects the company’s view of sustainability as a way to preserve business growth.
“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.”
1. Adding vitality to life
2. Meeting everyday needs for nutrition, hygiene and personal care
3. Helping people feel good, look good, and get more out of life
Including vitality to life may be a common pointer of business strategy in Unilever’s corporate mission articulation. Such vitality is the esteem that buyers can anticipate from the company’s items. The corporate objective indicates the viewpoints of life where such vitality is included. For case, Unilever’s food items address consumers’ vitality needs in terms of sustenance. Besides, through these items, the company draws in clients who need to feel great, see great and get more out of life. The objectives statement’s detail of the sort of items gives a establishment for the product mix in Unilever’s marketing mix.
– Unilever operates in nearly 190 countries around the world and hence, has a global footprint combined.
– It has a deep and broad portfolio of brands and diversified product categories.
– Its Research and Development initiatives are heavily funded and manage to bring to the market innovative
– Unilever has a distinct competitive advantage over its nearest competitor, Proctor and Gamble because of its flexible pricing and expertise in distribution channels
– Unilever combines global thinking with local execution, which means that it pursues Global strategies that let it win the hearts and minds of consumers who would like to use its products
– The other weakness is that its products can easily be replaced with substitutes especially in the emerging markets in Africa and Asia where the rural consumers in the hinterland often use traditional and natural alternatives to the products that Unilever markets.
– The emergence of the health conscious consumer in the developed world means that Unilever can seize the opportunity to market to this segment.
– Unilever has a good track record of social and environment responsibility and with the emergence of the ethical chic consumer who like to buy and consume products and brands that are responsibly made and sustainably complete.
– China and India are the golden opportunity countries to leverage this huge and growing consumer base.
– Unilever operates in a market segment where local products and alternatives to its brands proliferate especially in the emerging markets and hence, it faces a threat from smaller and more nimble local upstarts who can provide more value for lesser money without the associated costs that global giants like Unilever incur.
– Unilever succeeds and scores over P;G in the CSR or the Corporate Social Responsibility aspect, the increased awareness among the global consumers has turned the harsh glare into each and every strategic move that the company makes.
– The ongoing global economic crisis has severely dented the profitability of many FMCG companies and Unilever is no exception. With the shrinking of the disposable incomes of the global consumer, they are buying less and insisting on more value for their money.