Home Business Marketing Project Report on Marketing Strategy of Unilever Bangladesh Project Report on Marketing Strategy of Unilever Bangladesh

Introduction Unilever is a multi national corporation! formed of "nglo #utch parentage that o$ns many of the $orld%s consumer product &rands in foods! &everages! cleaning agents and personal care products' Unilever employs nearly ()*!*** people and had $orld$ide revenue of almost +,* &illion in -**.' Unilever is a dual listed company consisting of Unilever/0 in Rotterdam! /etherlands and Unilever P12 in 1ondon! 3ngland' 4his arrangement is similar to that of Reed 3lsevier and that of Royal #utch Shell prior to their unified structure' Both Unilever companies have the same directors and effectively operate as a single &usiness' 4he current non e5ecutive 2hairman of Unilever /'0' and P12 is Michael 4rescho$ $hile Patrick 2escau is 6roup 2hief 35ecutive! $ho $ill retire at the end of -**)' Mr Paul Polman $ill succeed Patrick 2escau as 6roup 2hief 35ecutive' 4he company is $idely listed on the $orld%s stock e5changes' ('- 7rigin of report Since practical orientation is an integral part of the BB" program! I tried to e5pose real life performance of Uniliver &y preparing this report' 4o prepare this report I have come across $ith different information of the Uniliver' 8rom the collected information I understand the company%s activities in the market as Uniliverll as in their internal preparation for marketing and others activities' I e5pect that this report $ill fulfill the re9uirement of BB" program and provide a clear idea a&out the Uniliver activities and other multi national company%s effort in the Bangladesh' 4hus! Uniliver can get deep understand of actual situation of M/%s company%s activities &y analy:ing their e5posed strategy ' ('; 7&jective 4his Study is intended to analy:e marketing strategies used &y Unilever Bangladesh 1td and glo&e' 4he main purpose of the study is to find $hat strategies the company uses to market its products and &rands $orld$ide< the positive and negative aspects of those strategies' 4he report further analy:es the position of Unilever Bangladesh 1td and glo&e in the several industries in comparison to its competitors'

Specific o&jective= 4o kno$ a&out Uniliver and Uniliver Bangladesh' 4o develop S7>4 analysis of Uniliver Bangladesh' 4o kno$ a&out Uniliver%s strategy regarding product! price!place and promotion' 4o identify the segmentation!targeting and positioning strategy used &y Uniliver Bangladesh' 4o develop some recoendation for further improvement in Marketing strategy of Uniliver Bangladesh' ('? Methodology of this report 8or accessi&ility and availa&ility of information I have chosen to $ork on the Marketing strategies of Unilever Bangladesh 1td and glo&e' "s the company operates in the market $ith a huge num&er of products in different industries! I have decided to focus on one of their $orld $ide successful strategy on providing data' Most of the information used in this report is from secondary sources' 4he main source of information $as the Uniliver%s $e&site' In addition information $ill &e collected from focus group discussion!depth intervie$ and survey' Primary Sources= 8ace to face conversation $ith the Uniliver%s people 2ustomer opinion collection through survey' 2ollection of data related $ith 2ustomer satisfaction through survey' Miscellaneous Book Reading' Secondary Sources= "nnual Reports of Uniliver 0arious types of >e&site #ifferent research report' #ifferent /e$spapers! "rticles! @ournals and Pu&lication' Sample Si:e= I have collected data from . upper level employee through depth intervie$ and (** 2ustomer for survey' Sampling 4echni9ue= In case of survey simple random sampling $as used '

In case of depth intervie$ sno$&all sampling $as used' #ata analysis= I used Microsoft e5cel to analy:e the collected data and get the proper meaning'I used also graph!picture to sho$ and analy:e the data' 8or accessi&ility and availa&ility of information I have chosen to $ork on the strategies of Unilever Bangladesh 1td and glo&e' "s the company operates in the market $ith a huge num&er of products in different industries! I have decided to focus on one of their $orld $ide successful strategy on providing data' Most of the information used in this report is from secondary sitces' 4he main sitsce of information $as the Uniliver&site' In addition information $as also collected from focus group discussion' (', 1imitation 4o conduct this study sheer e5periences are needed' But I have lack of those' "s like 4he #ata $as not availa&le a&out company' >ithout practical $ork e5perience it $as difficult to do $ork' 2onfidential information are not e5posed in Bangladesh' It $as difficult to gather sufficient information due to limitation of time' It $as also difficult to o&tain proper information from respondents &ecause of their &usy schedule' 1ack of Money "fter all $ithin time limited it is not possi&le learn and understand all the activities of M/%s company like Uniliver' 2hapter *7vervie$ of Uniliver Unilever at a glance Unilever /0 Unilever P12 4ype Pu&lic company

A"MS= U/"B A1S3= U10RB

A/CS3= U/B AUnilever /'0'B A/CS3= U1B AUnilever P12B Industry 8ounded 2onglomerate (D;*

Head9uarters Unilever House! 1ondon! United EingdomRotterdam! /etherlands "rea served Eey people A2hairmanB 1ord Simon of High&ury A0ice 2hairmanB Paul Polman A237B Products Revenue See &rands listing +,,!-?- million A-*(*B +?!;;D million A-*(*B >orld$ide Michael 4rescho$

7perating income /et income 3mployees Uniliver&site

+,!.D) million A-*(*B (?;!*** A-*(*B http=FFunilever'com

-'( History G 6ro$th Unilever is a British #utch multinational corporation that o$ns many of the $orld%s consumer product &rands in foods! &everages! cleaning agents and personal care products' Unilever is a dual listed company consisting of Unilever /'0' in Rotterdam! /etherlands and Unilever P12 in 1ondon! United Eingdom' 4his arrangement is similar to those of Reed 3lsevier and Royal #utch Shell prior to their unified structures' Both Unilever companies have the same directors and effectively operate as a single &usiness' 4he current non e5ecutive 2hairman of Unilever /'0' and P12 is Michael 4rescho$ $hile Paul Polman is 6roup 2hief 35ecutive'

Unilever%s main international competitors include /estlH and Procter G 6am&le' 4hey also face competition in local markets or product ranges from companies such as Beiersdorf! 2on"gra! #anone! 6eneral Mills! Henkel! Mars! Inc'! Pepsico! Reckitt Benckiser and S' 2' @ohnson G Son' History Unilever $as founded on ( @anuary (D;* &y "ntonius @ohannes @urgens! Samuel van den Bergh and >illiam Hulme 1ever! -nd 0iscount 1everhulme' 4he amalgamation of the operations of British soap maker 1ever Brothers !>illiam Hulme 1ever and #utch margarine producer Margarine Unie! "nton @urgens en Samuel van den Bergh! a merger as palm oil $as a major ra$ material for &oth margarines and soaps and could &e imported more efficiently in larger 9uantities' 4he initial harvesting of palm oil $as from the British Uniliverst "frica! from $here ne$s reports seen &ack in 3ngland shoUniliverd the $orkers a&road in favora&le conditions' In (D(( the company received a concession for I.*!*** hectares of forest in Belgian 2ongo! mostly south of Bandundu! $here a system of forced la&or operated' 4he su&sidiary of 1ever $as named JHuileries du 2ongo BelgeK' #uring the great depression in the thirties! the Huileries sharply decreased the fee for gathered oil nuts! $hile the government of Belgian 2ongo strongly increased ta5ation' 4his resulted in social unrest in (D;(! $hich are kno$n as the Revolution of the Pende! in $hich eventually more than ,** mem&ers of the Pende tri&e $ere killed' In the (D;*s the Unilever &usiness gre$ and ne$ ventures $ere launched in "frica and 1atin "merica' In (DI- Unilever purchased "G> Restaurants% 2anadian division &ut sold its shares through a management &uyout to former "G> 8ood Services of 2anada 237 @efferson @' Mooney in @uly (DD?'By (D)* soap and edi&le fats contri&uted just ,*L of profits! compared $ith an original D*L' In (D), the company &ought the &rand Brooke Bond Amaker of P6 4ips teaB' In (D)I Unilever strengthened its position in the $orld skin care market &y ac9uiring 2hese&rough Ponds! the maker of RagM! Pond%s! "9ua /et! 2ute5 /ail Polish! and 0aseline' In (D)D Unilever &ought 2alvin Elein 2osmetics! 8a&ergH! and 3li:a&eth "rden! &ut the latter $as later sold Ain -***B to 88I 8ragrances' In (DD? Unilever purchased Helene 2urtis Industries! giving the company Ja po$erful ne$ presence in the United States shampoo and deodorant marketK' 4he purchase &rought Unilever the Suave and 8inesse hair care product &rands and #egree deodorant &rand' 6lo&al employment at Unilever -***N-**) Black represents employment num&ers in 3urope! light grey represents the "mericas and dark grey represents "sia! "frica! and Middle 3ast' Bet$een -*** and -**) Unilever reduced glo&al $orkforce num&ers &y ,(L! from -D.!*** to (I,!***' /ote= 3urope figures for -***N-**; are all 3urope< from -**, figures in &lack are >estern 3urope' 8or -**,N-**) 8igures for "sia! "frica and Middle 3ast include 3astern and 2entral 3urope'

Source= Unilever "nnual Reports -**,! -**) In -*** the company a&sor&ed the "merican &usiness Best 8oods! strengthening its presence in /orth "merica and e5tending its portfolio of foods &rands' In "pril -*** it &ought &oth Ben G @erry%s and Slim 8ast' 4he company is multinational $ith operating companies and factories on every continent Ae5cept "ntarcticaB and research la&oratories at 2ol$orth and Port Sunlight in 3ngland< 0laardingen in the /etherlands< 4rum&ull! 2onnecticut! and 3ngle$ood 2liffs! /e$ @ersey in the United States< Bangalore in India Asee also Hindustan Unilever 1imitedB< and Shanghai in 2hina' 4he US division carried the 1ever Brothers name until the (DD*s! $hen it adopted that of the parent company' 4he "merican unit has head9uarters in /e$ @ersey! and no longer maintains a presence at 1ever House! the iconic skyscraper on Park "venue in /e$ Cork 2ity' 4he company is said to promote sustaina&ility and started a sustaina&le agriculture programme in (DD)' In May -**I it &ecame the first tea company to commit to sitscing all its tea in a sustaina&le manner! employing the Rainforest "lliance! an international environmental /67! to certify its tea estates in 3ast "frica! as $ill as third party suppliers in "frica and other parts of the $orld' It declared its aim to have all 1ipton Cello$ 1a&el and P6 4ips tea &ags sold in >estern 3urope certified &y -*(*! follo$ed &y all 1ipton tea &ags glo&ally &y -*(.' Unilever%s 1ipton &rand 2ovalence! an ethical reputation ranking agency! placed Unilever at the top of its ranking &ased on positive versus negative ne$s coverage for -**I' In -**I! Unilever%s #ove J3volutionK video that ran only online! $as named the first ever non tv spot to $in the 6rand 1ion at the 2annes "dvertising 8estival' "nd in March! -**)! Unilever $as named J#igital Marketer of the CearK &y "dvertising "ge' In -**) Unilever $as honored at the .Dth "nnual 4echnology G 3ngineering 3mmy "$ards for J7utstanding "chievement in "dvanced Media 4echnology for 2reation and #istri&ution of Interactive 2ommercial "dvertising #elivered 4hrough #igital Set 4op Bo5esK for its program "5e= Boost Cits 3SP' 7n -. Septem&er -**D! Unilever decided to ac9uire the personal care &usiness of Sara 1ee 2orporation= leading &rands such as Rado5! Badedas and #uschdas strengthened category leadership in Skin 2leansing and #eodorants' 7n D "ugust -*(*! Unilever signed an asset purchase agreement $ith the /or$egian dairy group 4I/3! to ac9uire the activities of #iplom Is in #enmark! as of ;* Septem&er -*(*' 7n -, Septem&er -*(*! Unilever announced that it has entered into a definitive agreement to sell its consumer tomato products &usiness in Bra:il to 2argill'

7n -I Septem&er -*(*! Unilever purchased "l&erto 2ulver! the maker of personal care and household products such as Simple! 07.! /e55us! 4R3SemmH! and Mrs' #ash for OUS;'I &illion' 7n -) Septem&er -*(*! Unilever and 306" announced that they have signed an agreement under $hich Unilever $ill ac9uire 306"%s ice cream &rands Aamongst others! Scandal! 0ariete and Eara&olaB and distri&ution net$ork in 6reece! for an undisclosed amount' 7n -; March -*((= Unilever announced that it has entered a &inding agreement to sell the glo&al Sane5 &usiness to 2olgate Palmolive for +?I-m' Unilever also announced that it has entered into a &inding agreement to ac9uire 2olgate Palmolive%s laundry detergent &rands A8a&! 1avomatic and 0elB in 2olom&ia for USO-(.m' -'- History G 6ro$th in Bangladesh perspective Unilever Bangladesh is a company that has its o$n history intrinsically &uilt $ith the development of its nation and its culture' It has &een part of the Bangladeshi household since the (Dth century $ith the same intention of &ringing cleanliness and convenience to households as Uniliver do today' Back then Sunlight soap $as marketed through 1ever Brothers India limited throughout the undivided India' 1ater on! 1ever Brothers Pakistan limited started its operation in Bangladesh on a larger scale' In (D?,! its soap manufacturing facility $as setup in Ealurghat! 2hittagong' >ith time it gradually evolved and diversified into manufacturing personal products like skin care creams! toothpastes! shampoos! detergent po$ders! and so on' "ccumulating manufacturing e5perience over ,* years! Uniliver has a legacy of leading the market $ith international &rands offered at afforda&le prices' 4oday! $ith (; different &rands in ) different categories! Unilever Bangladesh stands as one of the most progressive partner in development for the 6overnment of Bangladesh' (D?, (DIProductions started off $ith Sunlight soap and 1ife&uoy soap' "fter the $ar of independence in (DI(! Bangladesh &ecame an independent country' "t this time! 1ever Brothers Bangladesh 1td' $as constituted $ith Unilever o$ning ?*'I.L shares and the 6overnment of Bangladesh o$ning the remaining ;D'-.L shares' (DI- (D)* Post li&eration period evidenced accelerated gro$th for the company' #emand started rising and the company continued its mission to meet consumer needs &y producing 9uality soaps! introducing 1u5 N the &eauty soap and >heel' 1aunched in (DI- >heel entered the merchandised laundry category! traditionally dominated &y cottage soaps' It appealed to the consumers $ith uni9ue care &enefits for hand and fa&ric! a generic $eakness in cottage soaps' It gradually &ecame the secret ally of Bangladeshi $omen &y e5tending the caring hand to ease her daily laundry chores'

(D)* (DD* 4he early eighties $itnessed e5pansion of the company through diversification' 2ali&rating direction! the mission no$ included enhancing 9uality of life through other personal products aspiring aestheticism like sparkling $hite teeth! fresh &reath! &eautiful hair! and glo$ing skin' " Personal Product Plant $as esta&lished to manufacture shampoo! toothpaste! and skin care creams' Sunsilk Shampoo! 2loseup 4ooth paste! 8air and 1ovely for skin care and 0im for dish $ashing $as produced and marketed to &ring great international and regional formulations to Bangladeshi households at afforda&le prices' (D)D heralded the &eginning of a fairy tale story N the initiation of 1UP photogenic contest that &rought the real life e5perience of glamits! fame and fortune to the doorsteps of young girls throughout the country' (DD* (DD) In the early D*Qs Unilever Bangladesh entered the tea &ased &everage market introducing 1ipton 4aa:a! 1ever%s flagship packet tea &rand! $ith the o&jective to &e the most preferred tea of the Bangladeshi consumers' >orld reno$ned Pond%s cream and Pepsodent N the dental hygiene e5pert &egan to &e manufactured from its Ealurghat factory' >ashing drudgeries of the &usy homemakers $ere $ashed a$ay $ith the introduction of >heel $ashing po$der and Surf 35cel for premium $ash' In (DD? (DDI! its manufacturing facility o$ned and run &y a third party $as set up outside #haka for $heel $ashing po$der' >ith formulations suita&le for local conditions! the $ashing po$der concept &rought a&out a huge revolution in fa&ric $ashing ha&its in the country' (DD) -**, 4hese are the golden years in the history of Unilever Bangladesh as the company turned around from severe losses due to competitive &acklash N to a company $ith ? years of consecutive gro$th' "round the end of /ovem&er -**(! its ne$ personal products factory JSankalpK in Ealurghat started production $hich helped us meet the market needs from a shift on its dependence on soaps to diverse personal grooming categories' 4his is also the era $hen Unilever Bangladesh introduced many e5citing ne$ products such as Pond%s face $ash to end soap related facial skin $oes or 1ipton dou&le cham&er tea &ags for more :est in its tea cups and the markets responded enthusiastically' In -**(! Uniliver &rought a&out a ne$ e5citement in the kitchen care sector $ith the introduction of 0im &ar! the dish cleaning soap N a concept of convenience and common household ha&its com&ined together' In -**- Re5ona deodorant entered the market &uilding in a$areness a&out &ody odits pro&lems and creating a ne$ personal grooming ha&it in the country' 4he company%s soap formulations changed radically during this time to &ring in $orld class standards N $ithout any price rises' 1ife&uoy! the health &rand has moved from just the hard $orking men%s soap to reminding one! of the &ond of love that &inds a family in a healthy circle! free of germs and sickness' In -**,! as a ne$ variant! &ringing in the goodness of /eem N an "yurvedic medical marvel! 1ife&uoy has reinstated its earnest endeavits to &e ahead of consumer%s needs'

In the span of these si5 years! Uniliver gathered many accolades Alink to a$ards pageB to certify its fast paced move to$ards $orld class performance' Unilever Bangladesh had a jitney to$ards adding ne$ impetus to its trade marketing and today its products are availa&le in D*L of the households in Bangladesh' In a company $ide move to come out from &ehind the great &rands and &e kno$n as Unilever $orld$ide! 1ever Brothers Bangladesh limited officially changed its name to Unilever Bangladesh in #ecem&er -**,' -'-'( Unilever Bangladesh Acore informationB 7ver the last fits decades! Unilever Bangladesh has &een constantly &ringing ne$ and $orld class products for the Bangladeshi people to remove the daily drudgery of life' 7ver D*L of the country%s households use one or more of its products' Unilever Bangladesh is a 8ast Moving 2onsumer 6oods company $ith local manufacturing facilities! reporting to regional &usiness groups for innovation and &usiness results' 2onstitution Unilever N ?*'I.L shares! 6overnment of Bangladesh N ;D'-.L Product categories Household 2are! 8a&ric 2leaning! Skin 2leansing! Skin 2are! 7ral 2are! Hair 2are! Personal 6rooming! 4ea &ased Beverages' Unilever Bangladesh Brands >heel! 1u5! 1ife&uoy! 8air G 1ovely! Pond%s! 2lose Up! Sunsilk! 4aa:a! Pepsodent! 2lear! 0im! Surf 35cel! Re5ona! "5e! #ove! G 0aseline' Manufacturing facilities 4he 2ompany has a Soap Manufacturing factory and a Personal Products 8actory located in 2hittagong' Besides these! there is a tea packaging operation in 2hittagong and three manufacturing units in #haka! $hich are o$ned and run &y third parties e5clusively dedicated to Unilever Bangladesh' -'-'- Eey #ates= ()I-= 4$o #utch firms! @urgens and 0an den Bergh! &egin commercial production of margarine' ()).= >illiam Hesketh 1ever esta&lishes soap factory in >arrington! marking the &eginnings of 1ever Brothers' (D*)= @urgens and 0an den Bergh pool their interests' (D(,= 1ever &egins producing margarine at the re9uest of the British government'

(D-I= @urgens and 0an den Bergh create dual structured Margarine Union 1imited and Margarine Unie /'0' (D-D= Margarine UnionFMargarine Unie merges $ith 1ever Brothers to create Unilever! $ith dual "nglo #utch structure' (D;*= Special committee is esta&lished as a &oard of directors over the British and #utch Unilever holding companies' (D;I= Reorgani:ation e9uali:es the assets of the #utch and the British groups of Unilever< 4homas @' 1ipton 2ompany! U'S' manufacturer of tea! is ac9uired' (D,,= 4he U'S' toothpaste &rand Pepsodent is ac9uired' (D.I= 2ompany ac9uires U'E' fro:en foods maker Birds 3ye' (D?(=U'S' ice cream novelty maker 6ood Humor is ac9uired' (D),= Buying spree &egins that $ill last until (D)) and result in a&out )* companies &eing ac9uired< Brooke Bond! the leading 3uropean tea company! is ac9uired through hostile takeover' (D)?= 2ompany ac9uires 2hese&rough Pond%s! its largest purchase to date' (D)D= 4he ac9uisition of three companies! including 8a&ergH Inc'! makes the company a major player in the $orld perfume and cosmetics industry' (DD,= 4he launch of a ne$ laundry detergent in 3urope turns into a pu&lic relations disaster $hen tests reveal that it can damage clothes under certain conditions' (DD?= 8undamental management reorgani:ation is launched! including the replacing of the special committee $ith a seven mem&er e5ecutive committee' (DDI= Specialty chemicals operations are sold to Imperial 2hemical Industries P12 for a&out USO) &illion' (DDD= 2ompany announces that it $ill eliminate a&out (!-** of its &rands to focus on around ,** regionally or glo&ally poUniliverrful &rands' -'; 2orporate 7&jective 4he purpose of Unilever is to meet the everyday needs of peopleRevery$here anticipate the aspirations of company%s consumers and customers and to respond creatively and competitively $ith &randed products and services $hich raise the 9uality of life' 2ompany%s deep roots in local cultures and markets around the $orld are its unparalleled inheritance and the foundation for company%s future gro$th' 4he Unilivr $ill &ring it%s $ealth of kno$ledge and international e5pertise to the service of local consumersNa truly multi local multinational'

2ompany%s long term success re9uires a total commitment to e5ceptional standards of performance and productivity! to $orking together effectively and to a $illingness to em&race ne$ ideas and learn continuously' Uniliver &elieve that to succeed re9uires the highest standards of corporate &ehavior to$ards its employees! consumers and the societies and $orld in $hich it e5ist' 4his is Unilever%s road to sustaina&le! profita&le gro$th for its &usiness and long term value creation for Uniliver shareholders and employees' -', 0ision! Mission G 6oals 0ision Unilever products touch the lives of over - &illion people every day N $hether that%s through feeling great &ecause they%ve got shiny hair and a &rilliant smile! keeping their homes fresh and clean! or &y enjoying a great cup of tea! satisfying meal or healthy snack' 4he fits pillars of Uniliver vision set out the long term direction for the company N $here its $ant to go and ho$ it is going to get there= It $ork to create a &etter future every day It help people feel good! look good and get more out of life $ith &rands and services that are good for them and good for others' It $ill inspire people to take small everyday actions that can add up to a &ig difference for the $orld' It $ill develop ne$ $ays of doing &usiness $ith the aim of dou&ling the si:e of its company $hile reducing its environmental impact' Uniliver has al$ays &elieved in the po$er of its &rands to improve the 9uality of people%s lives and in doing the right thing' "s its &usiness gro$s! so do its responsi&ilities' Uniliver recogni:e that glo&al challenges such as climate change concern us all' 2onsidering the $ider impact of its actions is em&edded in its values and is a fundamental part of $ho it is' Mission Uniliver mission is to add 0itality to life' It meet everyday needs for nutrition! hygiene and personal care $ith &rands that help people look good! feel good and get more out of life' In the last five years! it has &uilt its &usiness &y focusing on its &rands! streamlining ho$ Uniliver $ork! and improving its insight into the evolving needs and tastes of consumers' /o$ Uniliver are taking the ne5t step in simplification N &y aligning its selves around a clear common mission' Uniliver recogni:e that the $orld in $hich Uniliver operate is changing' 2onsumers are increasingly &ringing their vie$s as citi:ens into their &uying decisions! demanding more from the companies &ehind the &rands' 4hey $ant companies and &rands they trust'

Unilever em&races these ne$ e5pectations' Its heritage of good governance! product 9uality and long e5perience of $orking $ith communities gives us a strong &ase' Uniliver aim to &uild on this &y taking the ne5t step in transparency and accounta&ility' It $ill stand visi&ly as Unilever! &ehind its products and everything Uniliver do! every$here' 3very day (.* million people in over (.* countries choose its products' "lready! most of its &rands give the &enefits of feeling good! looking good and getting more out of life' Bertolli! for e5ample! conjures up the Italian :est for life and BecelF8lora keeps hearts healthy' Sunsilk helps you feel happier &ecause yits hair looks great' Its laundry &rand! 7mo! encitsages children to get dirty so they can e5perience more of life' In the future! its &rands $ill do even more to add vitality to life' Its vitality mission $ill focus its &rands on meeting consumer needs arising from the &iggest issues around the $orld today N ageing populations! ur&ani:ations! changing diets and lifestyles' Uniliver see gro$ing consumer need for= a healthy lifestyle more variety! 9uality! taste and enjoyment time! as an increasingly precious commodity Helping people to feel good! look good and get more out of life $ill ena&le us to meet these needs and e5pand its &usiness' Unilever is in a uni9ue position to understand the interrelationships &et$een nutrition! hygiene and personal care' Uniliver can do this thanks to its strong science capa&ility and its locally rooted consumer insight' It is &y &ringing all this together that Uniliver can strive to contri&ute to 9uality of life and $ell&eing adding vitality to life' 4he long term success of its &usiness is intimately interconnected $ith the vitality of the environment and the communities in $hich Uniliver operate' 4he environment provides us $ith its ra$ materials and the ingredients Uniliver need to make its products' Healthy! prosperous communities provide us $ith a healthy! gro$ing consumer &ase 6oals Unilever Unveils .* Sustaina&ility 6oals .* specific goals that include social and health related targets under the Unilever Sustaina&le 1iving Plan released today' It e5panded on a commitment made last year to dou&le sales $hile reducing overall environmental impact' 4he ne$ plan gets far more specific' "nd progress on this Jsocial missionK is no$ part of every Unilever initiative launch plan alongside sales and profit targets! Mr' 1e$is said! president of Uniliver "merica'

Unilever isn%t the only company to recently step up environmental goals! &ut its targets are more am&itious than many! may&e even most' Procter G 6am&le 2o' also announced &igger sustaina&ility goals for -*-* in Septem&er! targeting! among other things! a -*L reduction in packaging per consumer use! &ut Unilever%s goal is for an a&solute reduction of ;;L' Pledge to use sustaina&le sits Unilever is pledging to sits all of its agricultural ra$ materials from sustaina&le sits &y -*-* and half &y -*(.' 4hat could drive up costs! &ut it is managea&le &y Uniliver' 7ne of Unilever%s more am&itious targets is to e5pand its PureIt $ater filtration &rand! launched in India in -**,! to else$here in "sia! 1atin "merica and su& Saharan "frica' It aims to have such systems provide safe drinking $ater to .** million glo&ally &y -*-* R a population &igger than South "merica%s current ;). million or nearly half of India%s current ('( &illion' 4he company%s ne$ JSustaina&le 1iving Plan!K developed over the cites of the last (- months! and unveiled around the glo&e today! focuses on Unilever%s entire supply chain! from the farms that supply ra$ materials for its products to the emissions and $aste generated &y customer use of those products' "mong the targets Unilever has set= S Since (** percent of agricultural ra$ materials sustaina&le &y -*(.! including (** percent sustaina&le palm oil' Unilever &uys ; percent of the $orld%s annual supply of palm oil' S 2hange the hygiene ha&its of ( &illion people in "sia! "frica and 1atin "merica to help reduce diarrhea R the $ord%s second &iggest cause of infant mortality' Unilever $ill push sales of its 1ife&uoy soap &rand and teach consumers $hen to $ash their hands to achieve this aim' S Make drinking $ater safer in developing countries &y e5tending sales of its PureIt home $ater purifier' S Improve standards of living &y $orking $ith agencies such as 75fam and the Rainforest "lliance to link .**!*** smallholders and small scale distri&utors to the Unilever supply chain' "ccording to 4he 6uardian=KTUnileverU also intends to improve the nutritional 9uality of its food products R $ith cuts in salt! saturated fats! sugar and calories R and link more than .**!*** small holder farmers and small scale distri&utors in developing countries to its supply chain'K 4he Sustaina&le 1iving Plan sets out over .* social! economic and environmental targets' It $ill see Unilever! $hose glo&al &rands include #ove! 7mo! Enorr and 1ipton! halve the greenhouse gas emissions! $ater and $aste used not just &y the company in its direct operations! &ut also &y its suppliers and consumers' 7ver t$o thirds of greenhouse gas emissions and half the $ater used in Unilever products% lifecycle come from consumer use! so this is a major commitment on an unprecedented scale' 7ther key goals Unilever plans to achieve &y or &efore -*-* include=

(**L of its agricultural ra$ materials sustaina&le including! &y -*(.! (**L sustaina&le palm oil< 2hanging the hygiene ha&its of ( &illion people in "sia! "frica and 1atin "merica so that they $ash their hands $ith 1ife&uoy soap at key times during the day N helping to reduce diarrhea disease! the $orld%s second &iggest cause of infant mortality< Making safe drinking $ater availa&le to half a &illion people &y e5tending sales of its lo$ cost in home $ater purifier! PureIt! from India to other countries< Improving livelihoods in developing countries &y $orking $ith 75fam! Rainforest "lliance and others to link over .**!*** smallholder farmers and small scale distri&utors into its supply chain' Paul Polman Agroup chief e5ecutiveB emphasi:ed that Unilever did not have all the ans$er $ere and that the company $ould need to $ork in partnership $ith customers! suppliers! governments and /67s if it $as to achieve its goals' -'? 0olume gro$th ahead of Uniliver markets 4a&le *( Underlying volume gro$th= 8inancial Cear -**) -**D -*(* *'(L -';L .')L 6ro$th

Underlying volume gro$th accelerated in -*(* to .')L! the &est that Unilever has achieved for more than ;* years' Uniliver set out t$o years ago to reignite its volume gro$th and to gro$ ahead of its markets' 4hat is $hat Uniliver are starting to do< its volume shares are up in all regions and in most categories' 0olume gro$th $as &road &ased' In its emerging markets &usiness Uniliver gre$ volumes &y around (*L over the year as a $hole! $ith the key &usinesses of 2hina! India and 4urkey all delivering gro$th $ell into dou&le digits' 7nly in 2entral and 3astern 3urope did Uniliver see more su&dued gro$th! although even here volumes $ere comforta&ly up in difficult markets' In the developed $orld! $here gro$th has &een very hard to achieve over the recent past! its volumes $ere also up &y around -L! again ahead of the market! in &oth >estern 3urope and /orth "merica' Uniliver gained volume share in all regions! $ith particularly strong performance in key emerging markets such as 2hina! Indonesia! South "frica and "rgentina' Uniliver stern 3urope also sa$ strong volume share gains! led &y the /etherlands! 8rance and Italy' 0olume shares $ere also up in most of its core categories! $ith deodorants! skin cleansing! household care! ice cream and dressings all achieving nota&le gains during the year'

Steady improvement in margin Underlying 7perating Margin for the year increased &y -* &asis points' It $as another year of the steady and sustaina&le improvement that Uniliver have &een targeting' 2ost saving programmes again delivered strongly! $ith +(', &illion of savings in the year follo$ing a similar amount in -**D' Much of the success in savings came in the supply chain! and as a result gross margin! at constant currency! improved for the year despite negative underlying price gro$th and modestly higher commodity costs' Positive mi5 and improved volume leverage also contri&uted positively to gross margin' "t the same time as increasing underlying operating margin Uniliver also increased su&stantially the advertising and promotions investment put &ehind its &rands N at constant currency the increase $as more than +;** million or ;* &asis points in the year' 4his came after an even &igger increase in -**D! meaning an additional +I** million &ehind the &uilding of its &rand e9uities over the last t$o years' "side from the gross margin increase! the key driver of margin improvement $as a reduction in indirect costs! $ith the organi:ation no$ leaner and a ne$ discipline e5erted in all areas of the cost &ase' Healthy cash delivery >orking capital reduced as a percentage of turnovers and has no$ &een negative for over (months' 4he cash conversion cycle improved &y (I days! from -* days in -**D to just three in -*(*' Uniliver are close to &est in class in its management of paya&les and receiva&les! &ut in inventories Uniliver still see scope for further improvement' 4his strong performance in $orking capital management $as reflected in free cash flo$! $hich $as again healthy at +;', &illion' 7ver the last t$o years its com&ined free cash flo$ of +I', &illion represents around D*L of net profit' 4his is ro&ust performance! particularly at a time $hen Uniliver are investing heavily in the future gro$th of the &usiness in areas such as capital e5penditure! as it &uild ne$ capacity to support its rapid volume gro$th in emerging markets' 4he +*'I &illion reduction versus -**D reflected a smaller inflo$ from $orking capital in -*(*! follo$ing the e5ceptional &enefit of +('I &illion taken in -**D' -') 2orporate image Unilever claims that corporate social responsi&ility is at the heart of its &usiness' Ho$ever Uniliver! the transition to a responsi&le and sustaina&le company is ongoing and it has attracted a variety of criticisms from political! environmental and human rights activists on not achieving the high aims it communicates on a num&er of topics' -')'( 3nvironmental issues Unilever%s stated goals are to decouple gro$th from the company%s environmental impact &y halving the environmental footprint of its products helping ( &illion people improve their health and $ell &eing

since all of its agricultural ra$ materials sustaina&ly Palm oil Unilever has &een critici:ed &y 6reenpeace for causing deforestation! Unilever $as targeted in -**) &y 6reenpeace UE! $hich critici:ed the company for &uying palm oil from suppliers that are damaging Indonesia%s rainforests' Unilever! as a founding mem&er of the Roundta&le on Sustaina&le Palm 7il ARSP7B! responded &y pu&lici:ing its plan to o&tain all of its palm oil from sitsces that are certified as sustaina&le &y -*(.' In 2Vte d%Ivoire! one of Unilever%s palm oil suppliers $as accused of clearing forest for plantations! an activity that threatened a primate species! Miss >aldron%s Red 2olo&us' Unilever intervened to halt the clearances pending the results of an environmental assessment' 7n , @uly -*(*! Unilever announced that it has secured enough 6reenPalm certificates of sustaina&le palm oil to cover the re9uirements of its 3uropean! "ustralia! and /e$ Wealand &usiness' 6reenPalm is a certificate trading programme! endorsed &y the RSP7! $hich is designed to tackle the environmental and social pro&lems created &y the production of palm oil' Rainforest "lliance Unilever has committed to purchase all its tea from sustaina&le! ethical sitsces' It has asked the international environmental /67! Rainforest "lliance! to start &y certifying tea farms in "frica' 1ipton and P6 4ips $ill &e the first &rands to contain certified tea' 4he company aims to have all 1ipton Cello$ 1a&el and P6 4ips tea &ags sold in >estern 3urope certified &y -*(* and all 1ipton tea &ags sold glo&ally &y -*(.' "nimal testing Unilever states it is committed to the elimination of animal testing! and $here it is a legal re9uirement in some countries! it tries to convince the local authorities to change the la$' Some activistsargue that this is little more than an effort to gain good pu&licity and Unilever continue to use animal e5perimentation such as the 1#.* poisoning test' -')'- Social issues Race and advertisements Hindustan Unilever! had &een sho$ing television advertisements for skin lightening cream! 8air and 1ovely! depicting depressed! dark skinned $omen! $ho had &een ignored &y employers and men! suddenly finding ne$ &oyfriends and glamorous careers after the cream had lightened their skin' 4he "ustrian &ranch of Unilever A3skimoB is producing and marketing an ice cream under the name Mohr im Hemd' JMohrK AmoorB! is a colonial 6erman $ord for "frican or &lack people! has a heavily colonialist and racist connotation! JMohr im HemdK Amoor in the shirtB is a traditional "ustrian chocolate specialty $hich refers to naked! J$ildK "fricans' Unilever refutes any racist

intentions and claims that it has tested the name in &road market studies in "ustria $ithout any critical feed&ack' Se5ism in advertisements 4he 2ampaign for a 2ommercial 8ree 2hildhood critici:ed Unilever for the -**I "5e marketing campaign! $hich they considered se5ist' Unilever%s response is that the "5e campaign is intended as a spoof and Jnot meant to &e taken literallyK' Unilever has launched the #ove JReal BeautyK marketing campaign! $hich envisaged $omen to reject the underfed and hyper se5uali:ed images of modern advertising in -**I' 2hild la&or In -**; Hindustan Unilever $as accused of making use of child la&or! among others' -'D 7rgani:ational Structure Billion 3uro &rands Brands $ith annual sales of one &illion euros or more= "5eF1yn5 Blue Band #ove 8loraFBecel Heart&rand Hellman%s Enorr 1iptons 1u5 AsoapB 7moFSurf AdetergentB Re5onaFSure Sunsilk 4I6I AhaircareB Heart&rand 4he Heart&rand logo accompanying various &rands of Unilever ice creams'

Unilever is the $orld%s &iggest ice cream manufacturer! $ith an annual turnover of +. &illion' 35cept for the US" &rand names Popsicle! Elondike! 7cean Spray ice cream! Slim 8ast ice cream! Breyers! Star&ucks and Ben G @erry%s< all of its ice cream &usiness is done under the JHeart&randK &rand um&rella! so called &ecause of its heart shaped logo' Unilever currently operates eleven ice cream factories in 3urope< the &iggest include factories at Heppenheim in 6ermany! 2aivano in Italy! St' #i:ier in 8rance! 6loucester in the United Eingdom and Santa Iria da ":Xia in Portugal' 4he Heart&rand $as launched in (DD) Aand slightly modified in -**;B as an effort to increase international &rand a$areness and promote cross &order synergies in manufacturing and marketing AJcentrali:ationKB' It is present in more than ,* countries' "lthough the logo is common $orld$ide! each country retained the local &rand so as to keep the familiarity &uilt over the years! one nota&le e5ception &eing Hungary $here the previous 3skimo &rand $as replaced $ith "lgida in -**;' In -**.! 6lidat Strauss received special permission from Unilever to e5port their &rand of ice cream to the United States &ecause of the strict kosher certification the products in Israel have' Under terms of the agreement! Strauss ice cream and krem&o may &e sold only in kosher supermarkets and import shops' It is distri&uted in /orth "merica &y #airy #elight! a su&sidiary of /orman%s #airy' Prior to the heart logo! each country could choose its o$n logo! although the most common one consisted of a &lue circle $ith the local &rand%s name over a &ackground of red and $hite stripes< second most common old logo! used &y >all%s in the UE and other countries! $as a yello$ logo $ith >all%s in &lue te5t' Unilever generally manufactures the same ice cream $ith the same names! $ith rare occasions of regional availa&ility! under different &rands' Some of these ice creams include 2arte #%7r! 2ornetto! Magnum! Solero and 0iennetta' 8ood and &everages "des or "de: R soya &ased drinks "lsa R desserts and syrups "mora R 8rench mayonnaise and dressings "mino R dehydrated soup APolandB "nnapurna R salt and $heat flits AIndiaB Bakers @oy N /on stick &aking spray Becel R also kno$n as 8loraFPromise< health a$are= margarine! spreads! cooking oil! milk! fermented milk Ben G @erry%s R ice cream

Best 8oods R mayonnaise! sand$ich spreads! peanut &utter and salad dressings Bertolli R pasta sauces Aam&ientFchilled G fro:enB and margarine Bi8i R sausage &ased snacks A6ermanyB Blue Band R family a$are= margarine! &read! cream alternatives Bovril R &eef e5tract Breyers R ice cream Brooke Bond R tea Bru R instant coffee AIndiaB Brummel G Bro$n R margarine Bushells R tea A"ustralia! /e$ WealandB 2alvH R sauces! ketchup! mustard! mayonnaise! peanut &utter 2hicken 4onight N Unilivert sauces range 2hoysa N 4ea! marketed mainly in "ustralia and /e$ Wealand 2onime5 R "sian spices A/etherlandsB 2olman%s R mustard!condiments! packet sauces G 7E 8ruity Sauce 2ontinental R side dishes 2ountry 2rock R margarine #elma R margarine APolandB #u #arfst A6ermanyB 3lmlea R Pitsa&le artificial cream availa&le in different varieties AUEB 8anacoa R Mayonnaise! mustard! ketchup A"rgentinaB 8indus R fro:en foods AItaly! UE! ScandinaviaB 8lora R margarine! light &utter! jams 8ruco R ketchup! mayonnaise and condiments 8udgsicle 6allo R olive oil

Heart&rand R ice cream Aum&rella logoB Hellmann%s R mayonnaise I 2an%t Believe It%s /ot Butter R margarine spread Imperial Margarine R margarine @if 1emon G 1ime @uice Easia R margarine APolandB Eecap Bango R soya sauce in Indonesia Eissan R Eetchups S9uashes and @ams AIndia and PakistanB Elondike R Ice cream sand$iches Enorr AEnorr Sui:a in "rgentinaB R sauces! stock cu&es! ready meals! meal kits! ready soups! fro:en food range 1ady%s 2hoice R mayonnaise! peanut &utter and sand$ich spreads APhilippines! MalaysiaB 1an 2hoo R tea A"ustraliaF/e$ WealandB 1ao 2ai Seasoning 1ipton R tea 1ipton Ice 4ea R ready to drink tea Apartnership $ith Pepsi2oB 1i:ano Sauce ASalsa 1i:anoB R 2osta Rican condiment 1yons% R tea AIrelandB Maille R 8rench mustard Mai:ena R corn starch Marmite R yeast e5tract spread Ae5cept in "ustralia and /e$ Wealand! called Its MateB Mc2ollins R tea APeruB Mrs #ash N Seasonings range Molly McButter Mrs' 8il&ert%s R margarine AUS"B Paddle pop R Ice cream A"ustralia! Indonesia! Malaysia Tincorporated $ith >allYsUB Pfanni R Bavarian potato mi5es

Peperami R Sausage snacks P6 4ips R tea AUEB Phase R cooking oil Planta R margarine Popsicle R 8ro:en treats Pot /oodle R cup noodles Promise R BecelF8lora RagM R pasta sauces Rama R margarine Royal R pastas APhilippinesB Royco R stock cu&es! non MS6 stock Aonly in IndonesiaB Red Rose 4ea R tea A2anadaB Sana R Margarine A4urkeyB Saga R tea APolandB Sari$angi R tea AIndonesiaB Scottish Blend R tea Skippy R peanut &utter SlimS8ast R diet products Sugar 4$in Sunce ASunB R Mayonnaise ASer&ia! Macedonia! Bosnia and Her:egovina! MontenegroB &rand no$ discontinued! Sunce factory no$ produces Uniliver &rand Enor Mayonnaise Stork margarine Streets Aice creamB A"ustraliaF/e$ WealandB 4orte5 R ketchup APolandB 4urun sinappi R mustard A8inlandFSUniliverdenB Unilever 8ood Solutions R professional markets Afood serviceB Uno5 R soups! smoked sausages

0a9ueiro R cooking margarine! cooking oil >all%s ice cream >ish Bone salad dressing Partial list of national &rands variants of the Heart&rand "lgida R 2:ech Repu&lic! 2yprus! 6reece! Hungary! Italy! Repu&lic 7f Macedonia! Malta! Poland! Romania! Russia! Ser&ia! Slovakia! Slovenia! 4urkey! 1atvia! 1ithuania Bresler R 2hile 2argills R Sri 1anka 3skimo R "ustria 8rigo R Spain 8risko R #enmark 6B 6lace R SUniliverden! 8inland 6lidat Strauss R Israel! US" 6ood Humor R US"! 2anada! 2hina HB R Ireland Helados 1a 8uente R 2olom&ia R 2hina Holanda R Me5ico! 2entral "merica Ei&on R Bra:il E$ality >all%s R India 1angnese R 6ermany 1usso R S$it:erland Miko R 8rance 7la R Belgium! /etherlands! 1u5em&itsg! South "frica 7lZ R Portugal Ping[ino R 3cuador Selecta R Philippines

Streets R "ustralia! /e$ Wealand Aslogan \/othing Beats Streets%B 4io Rico R 0ene:uela >all%s R United Eingdom A6reat BritainB! Hong Eong! Singapore! Indonesia! Pakistan! Malaysia! 4hailand and other parts of "sia >all%s HB R United Eingdom A/orthern IrelandB Home and personal care &rands "la R laundry detergent A"rgentinaB "ndrelon "5e R deodorant! shoUniliverr gel! &odyspray A1yn5 in the UE! Ireland and "ustralasiaB "yush AIndiaB Badedas R ShoUniliverr gels Ba&a A3ast 3uropeB Biote5 R laundry detergent Brilhante R laundry detergent ABra:ilB Brisk Hair Styling products for men ASoutheast "sia!/orth "merica!"ll Regions!"ll 0ariants=Brisk Hairstyling Unilivertlook!Brisk Hairstyling Unilivertlook 35tra Strong!Brisk Shampoo - in ( 8or Men!Brisk Hairstyling 2ream "ntidandruff!Brisk Hair 2reamB Brut R cologne! aftershave Brylcreem R hair styling products for men 2aress R soap 2if R cleaning 2lear R anti dandruff shampoo and conditionerA2hina! Southeast "sia! Romania! Pakistan! Poland! HungaryB 2lose Up R toothpaste 2occolino R softener APoland! Hungary! RomaniaB 2omfort 2onsort N Men hair care 2ream Silk R conditioner APhilippinesB

#egree R deodorant #imension #omestos R &leach APoland! 2:ech Repu&lic! Romania! Hungary! Spain! 6ermany! Italy! Israel! 8rance! 4urkey! "ustraliaB #ove R skin! hair! and deodorant #usch #as R shoUniliverr gels 8air and 1ovely R skin lightening product Aavaila&le in India and MalaysiaB 8#S N Skin care range 8inesse R shampoo and conditioner Asold in -**? to 1ornamead Brands! Inc'B 6essy ABra:ilBR soaps 6lori5 A/etherlandsB 6ood Morning R soap A3gyptB Impulse R deodorant G &ody spray @ust for me N Eids hair range 1ever -*** R soap 1ife&uoy R soap AMalaysia! Singapore! 0ietnam! Bangladesh! India! Pakistan! Indonesia! "ustraliaB 2linic R dandruff shampoo 1yn5 R deodorant! men%s 1ysoform R home care AItalyB 1u5 R $omen%s soap! shoUniliverr gel! and lotions A2aress in the United StatesB Matey R children%s &u&&le &ath Minerva R laundry and dish$asher detergents ABra:ilB Mist R soap A3gyptB Motions N Hair care /eutral R laundry detergent /e55us N Salon Hair care

/o5:ema N Skin care range 7mo ASouth "mericaB R laundry detergent 7rigins Pears 4ransparent Soap Pepsodent R dental Aoutside of the United StatesB Persil AI3FUEF8RF/WB Pond%s A7utside of the United Eingdom and United StatesB Prodent R toothpaste ]ui5 R dish$ashing li9uid A2hileB ] 4ips R cotton s$a&s Rado5 R ShoUniliverr gels and Bu&&le Bath Range Re5ona R deodorant Rinso Ro&ijn R softener Salon Selectives N shampoo and conditioner Asold in -*(* to 214 InternationalB Sedal Akno$n in Bra:il as SedaB shampoo and conditioner Signal SimpleR SkinF &ody care range SR R toothpaste $ith sodium ricinoleate Skip R laundry detergent Static 6uard Suave Sun R dish$asher Sunlight Sunsilk ASedal in 1atin "merica! Seda in Bra:ilB R shampoo and conditioner Sure

Surf R laundry detergent Soft G Beautiful N Hair 2are products St Ives N Hand G &ody care S$an AdefunctB 4B2 N Hair care range 4hermasilk R shampoo and conditioner 4I6I R shampoo and conditioner for hair salons 4holl N skin cure 4imotei R shampoo and conditioner 4ony G 6uy N Hair care range 4R3SemmH N Hair care range 0aseline &ody lotion! shoUniliverr gel! deodorant A0asenol in Portugal! Bra:il! Italy! India! Spain and Me5icoB 0i&rance R shampoo and conditioner 0im ABangladesh! India! PakistanB 0itapointe R 2onditioner AUEFI3B 0inXlia R soap ABra:ilB 0iso R laundry detergent A0ietnam and IndonesiaB >hite Beauty R skin lightening cream >illiams R men%s care 07. N Hair careF Styling Pede5 Wendium R toothpaste Whonghua R toothpaste W$itsal R Ba&y care range

-'D'( Principal 7perating Units=

"frica< 2entral "sia G Middle 3ast< 2hina< 3ast "sia Pacific< 1atin "merica< #iversey1ever< 8ood G BeveragesN3urope< Ice 2ream G 8ro:en 8oodsN3urope< Home G Personal 2areN 3urope< 2entral G 3astern 3urope< 8oodsN/orth "merica< Home G Personal 2areN/orth "merica ' 2H"P43R ; S4R"436C "/# M"RE34I/6 S>74 analysis Strength= Unilever is one of the $orld largest 2ompany' 2ompany has advanced technology and $ell skilled professionals' Product is highly 9ualified' 4he target people are the $hole people' 2ompany totally o$ned! systematic distri&ution net$ork! transparent communication system' Participative management style' >eakness 2ompetitors has strong promotional activities' 2ustomers are offered &etter alternatives &y the competition' "dvertisement fla$s' #evotion of product' Product%s 9uality looses its values' Poor Promotion of free sample' /o Uni9ue identification of product' 7pportunities Population e5panding at a rapid rate' 2onsumers are &ecoming more 9uality conscious' 2urrent capacity utili:ation G *L $hich can &e &ather &roadened $ith the increased in demand' 2ustomer &ase is increasing $ith effective marketing' Ba&y shampoo is another area uniliver can make huge gains'

Shampoo plus conditioner and anti dandruff shampoos are another area $here unilver can earnhvge profits' Pural areas are a large prospective market $here they can introduce' 4hreat Political and economic factors' Partial government Policies' High rate of competition' 1ocal and foreign competition' ,'D'( 4op Uniliver competitors= 2ompany 1ocation 2incinnati! 7H

Proctor G 6am&le Eraft foods

/orthfield! I1

/estle 0evey! S$it:erland ,'D'- Market share= Uniliver P G 6 Eraft /estle 8ood 8ood

4op segment 2F6 foods 4op &rand 237 #ove 4ide

2onsumer care Mac G cheese Eitkat R'#eromedi

"' Burgmans "'6'1efely

P'1etmathe

Stock per share 6ro$th(.'..L Revenues

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"l&erto 2ulver 2ompany< "m$ay 2orporation< "von Products! Inc'< Beiersdorf "6< Ben G @erry%s Homemade! Inc'< Bestfoods< 2amp&ell Soup 2ompany< 4he 2loro5 2ompany< 4he 2oca 2ola 2ompany< 2olgate Palmolive 2ompany< 2on"gra! Inc'< #airy 8armers of "merica< 6roupe #anone< #el Monte 8oods 2ompany< 4he #ial 2orporation< 4he 3stHe 1auder 2ompanies Inc'< 4he 6illette 2ompany< Hormel 8oods 2orporation< @ohnson G @ohnson< Eraft 8oods! Inc'< 1%7rHal< 10MH Moet Hennessy 1ouis 0uitton S"< Mars! Inc'< /a&isco Holdings 2orp'< /estlH S'"'< 4he Pills&ury 2ompany< 4he Procter G 6am&le 2ompany< Reckitt G 2olman plc< Revlon! Inc'< Sara 1ee 2orporation< S'2' @ohnson G Son! Inc'< Shiseido 2ompany! 1imited< Unigate P12' ,'(* "dvertising " free:er in ]ueens! /C filled $ith Strauss ice cream from Israel $ith the Heart&rand Unilever has produced many advertising campaigns! including= 1yn5F"5e click advert $ith /ick 1achey AUS onlyB and Ben "ffleck A/on US onlyB P6 4ips Monkey and "l Enorr 2hicken 4onight! \I feel like chicken tonight% Enorr 2hinese Soup! \@ust add one egg_% 8lora 1ondon Marathon Enorr glo&al &rand #ove 2ampaign for Real Beauty! including 3volution 2alve Pindakaas Apeanut &utterB in the /etherlands 2omfort Pure recommended &y mothercare 2lear "nti #andruff shampoo and conditioner $ith the entertainer Rain 2lear "nti #andruff shampoo and conditioner $ith the entertainer /icole Scher:inger 2lear Soft and Shiny shampoo and conditioner $ith the actress Sandra #e$i ,'(('( 7utlook and risks 7utlook Market conditions for its &usiness $ere challenging in -*(* and Uniliver do not anticipate this changing significantly in -*((' 3conomic pressures are e5pected to continue to $eigh heavily on consumer spending! particularly in developed markets $here the com&ined impact of austerity measures and high unemployment is likely to constrain disposa&le incomes' 3merging market gro$th should continue to &e ro&ust! although even here Uniliver e5pect to see a modest slo$do$n' 4he most difficult environment is likely to &e in >estern 3urope! $here higher ta5es!

lo$er pu&lic e5penditure and potentially rising interest rates mean that! for the short term at least! gro$th $ill &e limited' In these conditions! consumer confidence is not e5pected to rise significantly in the year ahead and the search for value &y the consumer $ill continue una&ated' " further source of volatility in the year ahead is the return of inflationary pressure! particularly in respect of key commodity costs' Uniliver anticipate significant commodity cost inflation for at least the first half of -*((' If current trends continue then this inflationary pressure $ill e5tend also into the second half and &eyond' In this environment Uniliver e5pect prices to rise! al&eit at a lo$er rate than costs as competitors seek to protect market positions and offset higher commodity costs $ith savings else$here' 4he competitive environment for its &usiness is likely to remain intense in -*((' Its key competitors! &oth glo&al and local! $ill &e eager to re&uild market share in many of its markets and categories! and $ill design their activity plans accordingly' Uniliver e5pect continued high levels of competitive challenge to its many category leadership positions' Some of this $ill &e price &ased! as in -*(*! &ut Uniliver also e5pect strong innovation &ased competition &acked &y $ide ranging &rand support' >ith the improvements Uniliver have &een making to its &usiness Uniliver are $ell prepared for these challenges' 8aced $ith these challenges Uniliver $ill continue to focus on its long term strategic priorities of driving volume gro$th ahead of its markets $hilst providing a steady improvement in underlying operating margin and strong cash flo$' Uniliver are $ell placed! $ith an impressive presence in emerging markets! more than I.L of its &usiness in either category leadership or num&er t$o positions! a portfolio of strong &rands! an increasingly effective innovation programme and a dynamic ne$ performance culture' 4hese give us confidence that Unilever is fit to compete! $hatever the circumstances' Principal risk factors Risks and uncertainties could cause actual results to vary from those descri&ed in for$ard looking statements made $ithin this document! or could impact on its a&ility to meet its targets or &e detrimental to its profita&ility or reputation' 4he risks that Uniliver regard as the most relevant to its &usiness are identified &elo$' Uniliver have also commented on certain mitigating actions that Uniliver &elieve help us manage such risks< ho$ever! Uniliver may not &e successful in deploying some or all of these mitigating actions' ,'(('- >here Uniliver $ill $in Brands and innovation are at the heart of its &usiness model' Uniliver aim to offer a &road portfolio those appeals to consumers $ith different needs and &udgets' Unilever &rands must also offer product 9uality that is recogni:ed as superior &y its consumers and supported &y e5cellent marketing' Mean$hile! its innovation programme is focused on &eing \&igger! &etter! faster%' 4his means leveraging technology to create &igger! &etter innovation platforms that are then rolled out faster to multiple markets' Its am&ition is to $in share and gro$ volume profita&ly across its categories and countries N and Uniliver &elieve it has the tools in place to do so' Uniliver have a portfolio fit for gro$th! $ith strong &rands and many leading category positions' 6eographically! its outstanding presence in the emerging markets leaves us $ell positioned to $in $here much of the future gro$th $ill &e'

Cet! Uniliver is also determined to gro$ in the developed $orld! $hich represents around half of its &usiness and $here the &ulk of the $orld%s $ealth $ill remain for many years to come' 4he &iggest opportunity for Unilever and its customer%s lies in gro$ing the si:e of its categories! $hich Uniliver $ill strive to achieve through innovation and market development' Uniliver $ill further enhance and &roaden its relationship $ith customers N $orking together on areas of mutual &enefit such as consumer research! shopper &ehavior and merchandising' 4o sustain $inning customer relationships and to ena&le gro$th! Uniliver $ill also need to &e consistently &rilliant at customer service and in store e5ecution' Uniliver $ill aim to reinforce its continuous improvement philosophy &y further developing a customer and consumer led! agile value chain' Its focus $ill &e in three areas' Uniliver $ill prioritise speed and fle5i&ility in the supply chain to deliver gro$th' Secondly Uniliver $ill 1everage its glo&al net$ork capa&ilities and scale more aggressively' 8inally Uniliver $ill $ork to get a &etter return on its advertising and promotional e5penditure N one of its most significant areas of cost' It is vital that Uniliver have the talent and organi:ation in place to match its gro$th am&ition' "cross the &usiness! Uniliver are therefore looking ahead at $hat it needs to achieve! and aim to e9uip itself $ith the necessary people! skills and capa&ilities to get there' Uniliver also kno$ that engagement and a culture &ased on living its values are essential for keeping the &est people' Uniliver &elieve its operating frame$ork allo$s us to &alance scale and glo&al e5pertise to develop successful products $ith the local consumer intimacy needed to market and sell them' ,'(('; Ho$ Uniliver $ill $in Strategy J>ith confidence in its a&ility to gro$ Uniliver launched a rene$ed! &old vision for the company N to dou&le its si:e $hile improving its environmental footprint' >ith its portfolio of &rands! presence in emerging markets and long standing commitment to shared value creation! Uniliver &elieve yits company is $ell placed to deliver on this am&ition'K Strategies are= a' >inning $ith &rands and innovation &' 6ro$th priorities c' >inning in the market place d' >inning through continuous improvement e' >inning $ith people a' >inning $ith &rands and innovation Superior products

Its aim is to give people a great e5perience $hen they use its &rands N &etter than the competition' Uniliver are investing in improving product 9uality and making stronger functional claims' Uniliver are also focusing on design! packaging! marketing and advertising! in order to get its &rand &enefits across more persuasively' 4ake Enorr Stockpot &ouillon' Using a uni9ue jelly technology that delivers homemade taste and 9uality! this product is helping people create a special meal at home instead of eating out' >idespread appeal Product superiority is essential! &ut Uniliver also need to offer a &road range of choice $hich meets differing consumer needs and price points $herever Uniliver operate' Brands and innovation are at the heart of everything Uniliver do' Uniliver develop its products to keep pace $ith changes in consumer lifestyles and to appeal to people at all income levels' Success means getting &igger and &etter innovations into the market faster! supported &y the very &est marketing' In the UE! understanding that consumers are looking for value $ithout compromising on 9uality! and recogni:ing the importance of fragrance in communicating a product%s &enefits! Uniliver developed a range of li9uid concentrates for Surf detergent $ith added essential oils! resulting in -DL gro$th' In Russia! despite a severe economic recession! Uniliver achieved gro$th of more than -*L in its tea sales &y offering choice across multiple price points $ith three distinctive &rands N1ipton! Brooke Bond and Beseda' "nd in India! $here $ater 9uality remains a major concern! the &reakthrough technology of PureIt! its in home purification system! is providing safe and afforda&le drinking $ater $ith complete protection from the $ater &orne germs that cause diseases' In -**D! Pureit provided safe drinking $ater for more than (. million people in ; million households in India' &' 6ro$th priorities Bigger! &etter! faster innovations Successful innovation is &ased on deep consumer insight' 4he &alance Uniliver seek to achieve is to marry glo&al strength in RG# $ith local kno$ledge of people%s ha&its! tastes and &ehaviors' 4o gro$ at the rate Uniliver $ant to! its focus investment on products that can $ork glo&ally rather than on launches in just a fe$ countries' Uniliver have also dou&led the num&er of &ig projects Uniliver are $orking on' Uniliver are already seeing results' Uniliver have rolled out "5e #ark 4emptation deodorant to .? markets! 1ipton Pyramid fruit tea &ags to ;) markets and 2lear shampoo to ;. markets' 8or a product to $ork at a glo&al level! it needs to address unmet needs $ith superior technology and a clear consumer concept' RG# must deliver &reakthrough science in areas that really matter to consumers! $ith products that do $hat they claim' Success on this scale re9uires strict priorities and &ig ideas' >ithin RG#! part of prioriti:ing is getting the &alance right &et$een the short and the long term' >ith an eye to its future gro$th plans! during -**D Uniliver developed a more ro&ust process for fuelling its longer term innovation pipeline' 2alled the

6enesis Programme! it spans its foods and home and personal care categories and focuses on the &reakthrough ideas that Uniliver e5pect $ill deliver the &iggest $ins' 8rom -*(( Uniliver should &egin to see some of these innovations in its products' Uniliver continued to invest su&stantially in RG#! despite the economic environment' In -**D! Uniliver opened a ne$ RG# centre in Shanghai' 1ocated in a country $hich is increasingly recogni:ed as a $orld leader in developing high end innovations! the ne$ centre further underscores its commitment to driving gro$th through RG#' Bigger! &etter! faster= In laying the foundations for gro$th! Uniliver are focusing on rolling out more innovations faster and to more markets' 1ead market development 4he $orld%s population! currently ?') &illion! is set to gro$ to I'I &illion &y -*-*' 4oday! .'D &illion live in developing and emerging markets N countries such as Bra:il! India and Indonesia $here Unilever has deep roots and a $ide presence' Uniliver already reach many more consumers than its competitors in these markets' Market development is a&out developing and gro$ing categories'

4here are three $ays of doing this= S more users Aincreasing market penetrationB< S more usage Aincreasing consumptionB< S more &enefits Agetting consumers to &uy higher value productsB' 8or e5ample! 4ake "5e' In recogni:ing that fragrance is a major reason $hy people choose one &rand over another! ne$ fragrance launches are helping to increase market penetration! introduce ne$ users to the &rand and ensure its product mi5 remains up to date' 4his! in turn! has helped "5e &ecome the $orld%s leading male deodorant and sho$er gel' c' >inning in the market place Its &iggest gro$th opportunity lies in e5panding the markets in $hich Uniliver compete' In developing and emerging countries there is huge potential for future gro$th as more and more people start consuming personal and household products for the first time' 4o reali:e this potential! it $ill need to partner $ith its customers in &oth the developed and developing markets' >in $ith $inning partner Unilever $as the e5clusive partner of >almart Soundcheck' 4he campaign featured music talent such as @ennifer Hudson and Martina McBride' Its &rands! including #ove and Suave!

$ere a&le to reach their target consumers in a ne$! innovative $ay' " video of a latest hit! along $ith e5clusive intervie$s $ith the artist! $as sho$n in store in the electronics department! and $as availa&le as a do$nload from the >almart $e&site' In store merchandising and additional online programming further amplified the campaign' /ot only did the programme result in a &ig increase in sales for its products! &ut >almart sa$ a rise in music sales of the featured artists' Soundcheck is a multi year e5clusive partnership! so Uniliver%re looking for another good year in -*((' >in $ith $inning customers 4here is a gro$ing trend in the retail industry to$ards consolidation! $ith fe$er &ut larger retailers' 4hanks to its glo&al scale and local kno$ledge! Unilever is ideally placed to help those customers achieve their o$n gro$th am&itions' In -**) Uniliver opened in /e$ @ersey the first of a net$ork of customer insight and innovation center to $ork directly $ith retailers' 4he center covers everything from merchandising and store layout! to displays and packaging' 4hrough the center! Uniliver $ork $ith customers to design and test concepts $ithout going to the e5pense of real in store pilots' Since opening! the center has generated significant gro$th opportunities' Its 1ondon center has since opened and Uniliver plan to open three more in -*(* inParis! Shanghai and S`o Paulo' Be an e5ecution po$erhouse Market development and great relationships $ith customers $ill only &e points of advantage if Uniliver e5ecute $ith e5cellence' 4his is not a complicated concept' It is a&out the everyday disciplines of ensuring that Uniliver are delivering to its customers the products they $ant! in the 9uantities they ordered at the time they are needed' 4his involves having a customer focused approach across its &rand &uilding! customer development and supply chain teams' #uring -**D Uniliver focused much more closely on \sales fundamentals%! a set of company $ide measures covering every aspect of its in store presence' Uniliver have performed $ell against these measures! $hich have &een one of the many drivers in improving customer service in most of its key countries' 4he detail of $hat $orks in one type of store $on%t $ork for all! ho$ever' " superstore in the US is very different from a local retailer in a small to$n in 2hina! &oth in terms of the products it carries and the $ay those products are sold' But for each type of store! &y channel and geography! there is a perfect concept N namely! $hat the shop $ould look like if it $ere the perfect sales vehicle for its categories and &rands' Uniliver developed the perfect store concept in the ""2 region A"sia! "frica and 2entral G 3astern 3uropeB in early -**D' Uniliver &egan implementing it in modern trade outlets across the region! focusing on the region%s largest fits categories N skin cleansing! hair! fa&ric cleaning and tea' 8ast and fle5i&le N and increasingly competitive >inning in the market is a&out &eing fast and agile to meet the changing needs of today%s customers and consumers' 7f course! &eing competitive on cost is vital! &ut rather than having

a purely cost &ased agenda for its supply chain! Uniliver have $idened its focus to ensure that Uniliver are more responsive to the constantly changing needs of its customers' #elivering significant value #uring -**D Uniliver launched a single strategy for the supply chain N 7ne Unilever Supply 2hain N putting customers and consumer sat the heart of everything Uniliver do' 4he principal o&jectives for its supply chain are to deliver top 9uality products $ith $orld class service at a competitive cost' It%s a &ig am&ition that= S supports top line gro$th through speeding up the roll out of glo&al launches< S ensures its products are constantly on the shelf< S increases profits &y simplifying its structure and reducing $aste< S improves cash flo$ &y reducing stock and providing &etter payment terms' 4he re$ards are significant' In -**D! as part of this! its 7ne Unilever Supply 2hain team contri&uted significantly to delivering +(', &illion in savings' 4he advantages of glo&al scale Unilever has a glo&al reach $ider than many of its competitors' 4his gives us a tremendous opportunity for improving efficiencies &y leveraging its scale' Uniliver are doing this in three critical areas= S procurement< S manufacturing< S &ack office services' Single procurement strategy having a single! glo&al procurement strategy means that $here &igger is &etter! Uniliver are getting the &enefits' 8or many items! &uying glo&ally gives us economies of scale' 8or e5ample! significantly reducing the num&er of tomato ingredients that are used in its products from ;** to just ;D enhanced the consistency of product 9uality and! at the same time! su&stantially reduced costs' d' >inning through continuous improvement #elivering sustained! profita&le gro$th re9uires a philosophy of continuous improvement' 4his means &eing fast and fle5i&le in the supply chain $hile keeping costs competitive' It $ill also re9uire us to make the most of its scale and aim for the &est return on every euro Uniliver spend on advertising and promotion' Improvement of technology

Introduced at its UE plant in 1eeds! the ne$ technology allo$s us to produce a common! unperformed &ase for its aerosols! adding the fragrance only at the very last stage' 4his gives us the fle5i&ility to make many more variants $ithout incurring higher costs' It%s good for us &ecause it has contri&uted greatly to lo$er stock levels< around I*L of its stock keeping units have seen their minimum order 9uantity halved< its product change over time has reduced from ,* minutes to just fits< and Uniliver produce less $aste' But more importantly it &enefits customers! $ho have improved shelf stock levels and reduced lead times! and consumers! $ho can get a $ider choice of fragrance at no e5tra cost'

Internal services under one roof 3ven $ith activities such as I4! travel! office services! accounts paya&le and accounts receiva&le! there are &ig opportunities to leverage glo&al scale' So in -**D Uniliver set up a ne$ &usiness unit! Unilever 3nterprise Support AU3SB' It $ill &e operational in "pril -*(* and $ill &ring together many of these activities as a key part of its initiatives to drive do$n costs'

4he &est return on &rand and customer investment Unilever is the second &iggest advertiser in the $orld' Improving the return on its &rand and customer support is one of the &iggest things Uniliver can do to achieve gro$th' 4here is a tendency to think that analy:ing this kind of return on investment is some form of mystery' Uniliver &elieve it is simply a&out &eing rigorous in applying its &est evaluation and development techni9ues' 3veryday disciplines done &rilliantly Uniliver decide on the &est $ays of investing its spend' Uniliver do this on three levels= S allocating investment across geographies! categories and &rands< S allocating investment across particular projects and product launches< S allocating spend locally across marketing channels and promotions' Before Uniliver invest! it use a num&er of tools to ans$er the 9uestions= ho$ much should Uniliver &e investing< and ho$ can Uniliver ma5imi:e its effectivenessa #uring and after the investment! Uniliver use other tools to look at $hether it is $orking! ho$ it could $ork &etter and $hat to do ne5t' 4his is not a&out replacing creativity $ith analytics and measurement< it is a&out doing &oth &rilliantly' 4hrough focusing on these &asics! Uniliver are already seeing great improvements in return on investment in a num&er of areas' 8or e5ample! its US foods &usiness has increased returns &y over ,.L in si5 years! helped &y its use of econometric modeling' 8uture trends

1ooking ahead! there are t$o &ig themes that $ill dominate its media planning= ho$ Uniliver make &est use of digital media and! given the rise in prominence of glo&al retailers! ho$ Uniliver can make the most of in store investments' 8rom months to $eeks at no e5tra cost 4hrough a partnership $ith major suppliers! US personal care product la&eling is no$ keeping pace $ith &rand design and variant changes' Process optimi:ations have created shorter print runs! 9uicker turnarounds and less $aste! at the same la&el cost' >ith such an opportunity for making efficiencies! Uniliver set up Ultra1ogistik as a separate transport management division $ithin Unilever%s supply chain' It is managed from hu&s in Poland and S$it:erland! &y a team of (** specialist transport managers' 8or each transport route Uniliver revie$ed the arrangements and determined $hich of them should &e moved into Ultra1ogistik! and then tendered each route to get the &est deal' Uniliver are already making savings of at least (.L! as $ell as cutting do$n car&on emissions &y moving transport off the road' Ultimately! its aim is to &ring over .*L of 3uropean transport management $ithin Ultra1ogistik! and to roll out the model to other parts of Unilever' d' >inning $ith people #ou&ling in si:e is a challenging prospect' 8rom a talent and organi:ational perspective! it cannot &e &usiness as usual' Uniliver $ill have to have in place the people and structures necessary to manage on a larger scale' #eveloping a team fit for gro$th Its operating frame$ork seeks to com&ine glo&al scale! po$er and strength $ith local consumer intimacy' 4aking advantage of this in all its chosen markets and categories N as Uniliver are already doing in many areas N $ill &e critical in ensuring its success' 4o do this Uniliver need to have a team capa&le of delivering! and to offer the career potential and $orking environment that make Unilever the &est place to &e'

Some of its major markets are dou&ling in si:e every five to si5 years! $hile its o$n gro$th am&itions mean that having enough people $ith the right skills is a challenge in itself' 6etting the right num&er and 9uality of people in the pipeline for the future does not happen &y accident' It re9uires an understanding of $hat is already in the &usiness that can &e &uilt upon! and $hat $ill &e needed in the future as markets develop' In -**D Uniliver launched its \talent and organi:ation readiness programme%! $hich $ill do just $hat it says= make sure its organi:ation and its talent are ready for gro$th' Uniliver are assessing those areas of the &usiness most crucial to its strategy to define their specific goals! and $hether Uniliver have the structure and the talent to deliver them' >here Uniliver identify gaps! Uniliver focus on developing targeted solutions' 4his may involve one or more of the follo$ing=

S changing organi:ational structures< S revising its recruitment strategy and approach< S revie$ing its retention schemes< S improving core processes such as decision making< S focusing on culture and employee engagement< S using development and training programmes to &uild capa&ility levels' So far Uniliver have carried out fits pilot programmes in 2hina! Indonesia and 6ermany! and in its skin category' 4hese have given us important ne$ insights' Human Resource plannig 8illing the skills gap &y getting its people up to speed as 9uickly as possi&le &ecame essential' >ithin three months Uniliver developed a training programme $ith its HR providers! "ccenture! and trained over ,.* sales staff in seven cities across 2hina' 4he average pass rate $as over D.L! and Uniliver are already seeing results $ith an overall increase of -'-DL in net invoice value delivered &y those $ho did the training' Uniliver have no$ picked some people to &ecome trainers themselves so the programme can &ecome self sustaining' Uniliver are also looking at rolling it out to other emerging markets $here its sales people need to develop ne$ skills 9uickly' 2ase study " diverse team for the $idest range of consumers "n important part of developing the Unilever $orkforce of the future is diversity' Uniliver need a diverse team N across gender! nationality! race! creed! culture N to &e a&le to connect $ith the $idest range of consumers and to take its performance to a higher level' Uniliver are already making progress' Its Board of #irectors comprises si5 nationalities and the nine mem&ers of the Unilever 35ecutive team come from si5 different countries' 4his com&ination delivers a $ealth of e5perience in emerging markets $hich is critical to its future &usiness success' In terms of gender! the num&er of $omen in senior positions has increased' 8or e5ample! the proportion of $omen no$ at vice president level has gone up &y around one third since -**I' " place to succeed "s important as development programmes and organi:ational structures is having a performance culture that re$ards people and teams $ho deliver' 7nly &y inspiring its people and motivating them to succeed $ill Uniliver deliver its gro$th am&ition' People! integrity and values have al$ays &een central to Unilever! and $ill continue to &e so' But $ithin that conte5t Uniliver are determined to &ecome faster! more focused and more competitive' In -**D Uniliver updated some of its performance management tools! for e5ample introducing a glo&al performance and talent management system' Measuring cultural change is an ine5act science!

&ut Uniliver put great effort into engaging $ith employees to find out $hether they understand the company%s vision and their role $ithin it! $hat their vie$s are a&out Unilever! and $hat they &elieve needs to change for us to achieve its am&itions' In -**D Uniliver &egan an employee engagement programme that $ill ensure employees are involved in Unilever%s vision and plans for the future' "s part of Unilever%s partnership $ith the >orld 8ood Programme A>8PB! (student interns are recruited each year to help run >8P%s school feeding programme in developing countries' It isn%t just the local children $ho &enefit! or the students! $ho learn valua&le life skills' >hile there is no re9uirement for interns to talk a&out Unilever! it is inevita&le that they $ill $hen telling their friends a&out their e5periences N and most of the time it is positive' In today%s $orld of &logging and te5ing! there is no &etter $ay to spread the $ord' ,'((', Positioning for the -(st 2entury "s it entered the (DD*s! Unilever had virtually completed reorgani:ing its 3uropean &usiness to &etter compete $ithin the evolving single market in that region' In (DD( the company further refined its operations &y selling the last of its packaging &usinesses and &y making provisions for the eventual sales of the majority of its agri&usinesses' Unilever%s fle5i&le management structure and diverse product range $ere integral to its survival in the rapidly changing international market' In a (DD- Harvard Business Revie$ article! 2hairman and 237 8loris "' Maljers e5plained Unilever%s management structure= \4he very nature of its products re9uired pro5imity to local markets< economies of scale in certain functions justify a num&er of head office departments< and the need to &enefit from every&ody%s creativity and e5perience makes a sophisticated means of transferring information across its organi:ation highly desira&le' "ll of these factors led to its present structure= a matri5 of individual managers around the $orld $ho nonetheless share a common vision and understanding of corporate strategy'% #espite poor performances &y some of its su&sidiaries and recessions in 3urope and /orth "merica! Unilever%s &road product range led to overall profit increases in &oth (DD* and (DD(' In (DD* Unilever made su&stantial inroads into the ne$ly opened markets created &y the unification of 6ermany' 4he company &egan producing its Rama margarine at a former 3ast 6erman state plant in 2hermnit:! esta&lished a task force to select sites for -; /ordsee fish stores! and &egan distri&uting ice cream and fro:en novelties to retailers in eastern 6ermany' In (DD( Unilever continued to &attle $ith rival Procter G 6am&le over the ne$ly opened markets of the former Soviet Union' Unilever purchased an )* percent stake in the Polish detergent firm Pollena Bydgosc: for O-* million! changing the name to 1ever Polska! the first laundry detergent manufacturer to &e privati:ed in Poland' 4he company earmarked appro5imately O-, million for product line e5pansions! including a fa&ric conditioner and household cleaning products' "lso in (DD( Michael Perry $as named the U'E' cochairman of Unilever' Profits in Unilever%s personal products division $ere do$n (( percent in (DD(! due to sluggish markets in the United States and only moderate gro$th in 3uropean markets' Unilever%s ne$ly purchased 3li:a&eth "rden and 2alvin Elein! ho$ever! posted strong gro$th! supported &y strong retailer relationships and O-, million in advertising e5penditures' Such gro$th occurred

despite an overall drop in department store cosmetic sales of nine percent from (D)I to (DD-' In (DD-! though! 3li:a&eth "rden profits &egan slipping! prompting the resignation of @oseph 8' Ronchetti! "rden%s 237 since (DI)' Unilever under$ent further restructuring of its personal products division! creating a prestigious su&division geared to$ard introducing 2alvin Elein and 3li:a&eth "rden into overseas markets' Unilever%s fastest gro$ing market in the early (DD*s $as in "sia' "lthough Unilever had &een operating in "sia since its earliest days! the company $as just &eginning to tap into the region%s ne$ly ac9uired $ealth' "sian sales of personal products! detergent! and packaged foods $ere gro$ing more than t$ice as fast as sales in the United States and 3urope' By (DD- Unilever $as composed of some .** companies conducting &usiness in I. different countries' Unilever continued to make ac9uisitions in the mid (DD*s! completing more than (** purchases &et$een (DD- and (DD?! more than half of $hich $ere in foods' In (DD; Unilever gained the num&er one position in the U'S' ice cream market through the completion of t$o ac9uisitions' 4he company paid O(.. million to 3mpire of 2arolina Inc' for the Elondike and Popsicle &rands! and a&out O-(. million for the ice cream &usiness of Philip Morris%s Eraft 6eneral 8oods unit! $hich included the Sealtest and Breyers &rands' 4he ac9uired &rands $ere merged $ith the 6ood Humor line $ithin 6ood Humor Breyers Ice 2ream 2ompany! a su&sidiary &ased in 6reen Bay! >isconsin' "lso in (DD; Unilever launched a restructuring! taking a USOI.* million charge against earnings to close or consolidate ?* plants and lay off I!.** employees' 7ne the largest ac9uisitions of this period $as the (DD? takeover of 2hicago &ased Helene 2urtis Industries Inc'! manufacturer and marketer of personal care products! primarily shampoo and conditioners! hand and &ody lotions! and deodorants and antiperspirants' Purchased for a&out OII* million! Helene 2urtis%s portfolio included such &rands as Suave! 8inesse! and Salon Selectives' "nother significant (DD? ac9uisition $as that of /orth&rook! Illinois &ased #iversey 2orporation! a maker of institutional chemical cleansers and saniti:ers! and Unilever%s first foray into the industrial cleaning sector' Unilever and Procter G 6am&le AP G 6B &egan &attling again in (DD,! this time for supremacy in the 3uropean detergent sector' Unilever aggressively $ent after P G 6%s market leading &rand! "riel! $ith a ne$ soap marketed under the names Persil Po$er! 7mo Po$er! and Skip Po$er' Unilever spent O(I. million developing the product and another O-D- million marketing it during (DD,' 4he product included a manganese comple5 molecule that Unilever claimed cleaned clothes &etter at lo$er temperatures than rival products' P G 6 conducted tests on Persil Po$er! ho$ever! $hich indicated that the detergent resulted in a&normal $ear after as fe$ as (. $ashings' >hen P G 6 pu&lici:ed its findings! Unilever sued the company for slander' But the suit $as 9uickly $ithdra$n after Unilever admitted that the detergent did indeed contain a fla$N a fla$ that had not &een uncovered in the prelaunch testingNand could damage clothes $hen e5posed to a particular com&ination of dyes' Unilever reformulated the product! &ut not &efore it had turned into a pu&lic relations nightmare' In the end! the Po$er formula $as a&andoned entirely and Unilever! therefore! took a b.I million $rite off in its (DD, accounts' "ccording to "ndre$ 1oren:! $riting in the @uly (DD? issue of Management 4oday! the Persil Po$er de&acle served as a catalyst for fundamental management reorgani:ation' 7n

Septem&er (! (DD?! the three person special committee that had run Unilever since its formation in (D-D $as replaced &y a seven mem&er e5ecutive committee composed of the chairmen of Unilever /'0' and Unilever P12 and five high ranking Unilever e5ecutives' "t the same time the company did a$ay $ith a comple5 t$o tiered management structure that included &oth $orld$ide product management groups and regional management groups' In their place $as created a single team of (, &usiness presidents! $ith each president responsi&le for a portion of the 3uropean operations Ae'g'! the food and &everage 3urope groupB! a portion of the /orth "merican operations Ae'g'! the home and personal care /orth "merica groupB! or a region of the rest of the $orld A"frica! 1atin "merica! etc'B' "s $as typical of the time! this streamlining $as aimed at improving decision making &y pushing authority do$n to a lo$er level' "long $ith this major reorgani:ation came a change in the chairmanships! $ith /iall 8it:6erald replacing Michael Perry as U'E' cochairman< an Irishman! 8it:6erald &ecame the first non 3nglish! non #utch to serve as cochairman! and he also reached the post despite having &een in charge of Unilever%s detergent operations during the Persil Po$er de&acle' 2ontinuing on the #utch side $as Morris 4a&aks&lat! $ho had replaced Maljers as #utch cochairman in (DD,' In the late (DD*s 8it:6erald and 4a&aks&lat oversa$ a comprehensive revie$ of Unilever%s $ide ranging &usinesses in an effort to focus on the strongest core areas= ice cream! margarines! tea &ased &everages! detergents! personal soaps! skin care products! and prestige fragrances' Several other areas $ere identified as \developing% core areas= fro:en foods! culinary products Asauces and side dishesB! hair care products! oral care products! deodorants! household care products! and industrial cleaning products' Businesses outside of these areas $ere candidates for disposal' In (DD? the company sold its mass market cosmetics &usiness! its fe$ remaining animal feed operations! some oil processing units! and a U'E' franchiser of 2aterpillar Inc' heavy e9uipment' Unilever completed its largest disposal the follo$ing year! selling its specialty chemicals &usiness to Imperial 2hemical Industries P12 for a&out USO) &illion' 4he sale resulted in a net profit of USO,'.. &illion! part of $hich cleared Unilever%s USO-'I) &illion in de&t< the proceeds also contri&uted to a $ar chest that e5panded to USOD'? &illion' 4he company made one large purchase in (DDI! the USOD;* million ac9uisition of Ei&on S'"' IndMstrias "limenticia! the num&er one ice cream maker in Bra:il' In (DD) Unilever sold its Plant Breeding International 2am&ridge 1imited unit to Monsanto for a&out USO.-. million' Unilever also sold off its /ordsee fast food fish chain in the late (DD*s' In early (DDD Unilever spent a large portion of its $ar chest on a special dividend to shareholders of b. &illion AUSO)'( &illionB' In @uly of that year 4a&aks&lat retired and $as replaced as #utch cochairman &y "ntony Burgmans' 4$o months later Unilever announced that it $ould eliminate a&out (!-** of its &rands to focus on around ,** regionally or glo&ally po$erful &randsNa group that accounted for almost D* percent of (DD) revenue' 4his s$eeping overhaul of the product portfolio $as aimed at increasing annual gro$th rates from fits percent to si5 to eight percent and at eventually reaping annual savings of b( &illion' Unilever ended the -*th century $ith a strategic plan that included a focus on top &rands $ithin core market sectors and an emphasis on gro$th $ithin developing countries' "lthough it $as facing considera&le competitive pressures in various markets around the $orldNparticularly from

Procter G 6am&leNUnilever $as clearly no longer the risk averse! staid organi:ation of the past' 4he $hirl$ind events of the late (DD*s seemed destined to position the company as one of the most formida&le glo&al consumer products companies of the -(st century' 2hapter , S7M3 Products S4P= 1UP= Market segmentation = 4he company claims that 1u5 is the highest selling &eauty soap in Bangladesh' Moreover some survey reports also reveal the same result' 4hough 1u5 is the highest selling &eauty soap in Bangladesh! it does not go for traditional mass marketing moreover as a &eauty soap 1u5 does not even segment its market according to gender' Unilever Bangladesh 1td segments their market according to geographical areas' 4he population of the country is segmented into three parts $hich are Ur&an! su& Ur&an and rural area consumers' 4he company further differentiate the geographical segments according to socio 3conomic cluster AS32B i'e' education and Income' 4arget Market = Ur&an and su& Ur&an middle class and rural people are the largest part of Bangladesh population' " research carried out &y Unilever Bangladesh reveals that Ur&an rich people are more likely to &uy imported and e5pensive products' Moreover rural poor people tend to &y cheap products even $ithout evaluating its 9uality' Ho$ever Ur&an and su& Ur&an upper middle and middle class people tend to &uy afforda&le and 9uality products' 1u5 is not a highly e5pensive &ut an afforda&le products' 4hat is $hy the company targets Ur&an and su& Ur&an upper middle and middle class people $ho are the second highest of segment of the country'

Positioning = Unilever Bangladesh 1td o&tained a good position in the &uyers mind through &etter product attri&utes! price and 9uality offering the product in a different $ay than the competitors do' 4he company offers improved 9uality of products in the Industry at an afforda&le price $ith high &randing! $hich ultimately helps to position the product in the &uyers mind as the &est 9uality soap' 4he market share of the company in the &eauty soap industry is some $here around ,;L' Since in the &eauty soap industry all products are of same price Unilever cannot provide its consumers $ith &etter price &ut it is in a great position in reference $ith its packaging fragrances and product designing'

1u5%s position in the consumers mind on t$o dimensions price and it states that though in comparison to its competitors the pricing of 1u5 is same &ut consumers rate it as the product $hich gives them the highest 9uality' 4his positioning created a strong customer%s loyalty for 1u5 for $hich it the market leader in the Industry' 2lose up Market segmentation = Market segmentation is &roadly classified into t$o categories' Specific need &ased segment AaB A&B 3nhancement needs = 4his cater the need for having fresh &reath and $hiteness of teeth' Hygienic needs = 4his caters to the over all oral care needs'

#emographic segmentation 4he segmentation $as specially to target youth &et$een () -. years! ho$ever it did not alienate the people $ho $ere a&ove the age of ;* years Aespecially the ones $ho feel young at heartB 4his product $as also targeted to those groups of audiences $ho liked e5perimenting $ith different products' 4arget market = 2lose up is targeted at young people' 4he target market &eing JMulti Brand HouseholdsK >here the young does not use $hat their parents use' 4his particular targeting $as significant $hen close up $as launched &ecause 2olgate positioning $as a sort of oral care and hygiene &enefits' "lso! 2olgate $as going for a &road market constituting of all the age groups'

Positioning = " large part of close up%s success is &ecause of its &rand positioning' 2lose up &alls under the third pillar of tooth paste J8reshness SegmentK particularly dealing the need for $hite teeth and freshness' "lso close up has positioned itself for 3motional &enefit of closeness and rational &enefit of freshness' 4he name Jclose upK $as propounded $ith a motive of &uilding social confidence to get closer to others' close up $as positioned as a youth oral care &rand from the very &eginning' In -**,! the &rand $as re launched $ith a pu&licity &lit: that communicated virtues of a \0itamin fluoride system%' Present in the product a po$erful mi5 of vitamins! fluoride' mouth $ash and micro $hiteners! for fresher &reath and stronger! $hiter teeth' Segmentation of 0aseline

Market segmentation is the process of disaggregating the total market for a given product into the num&er of su& markets' 4he heterogeneous market is &roken up in the process into a num&er of relatively homogeneous units' #ifferent $ays of market segmentation are as follo$s' 6eographic segmentation #emographic segmentation Psychographic segmentation Buyer Behavior segmentation 0olume segmentation It can also &e done &y mi5ing any of the follo$ing 4arget market = 0aseline targets $omen in their mid -* s on $ards for the &rand!K com&ination of mass and prestige' 4he focus $ill &e to tap the segment in &et$een the mass and the premium end of the segment' 4hey also focus on family uses of 0aseline' Positioning = Poisoning Jis the act of communicating company%s offer so that it occupies a distinct and valued place in the customer%s mind so as to create an enduring competitive advantageK' 0aseline is positioned on the healthcare platform $ith a &ody lotion and a petroleum jelly cream' 4he 2ustomers see the tangi&le attri&utes like performance level! price! packaging! products components &efore &uying the product' 0aseline &eing the $inter cream posses many uses such as pomade for the hair! it is also used &y males as a personal lu&ricant' 0aseline prices are less as compared to ponds! 1akme of /ivea' 4he &rands range $as e5pended to 4alcum Po$der &ut $as later $ith dra$n' " seasonal &rand! Unlike pond%s! 0aseline also has &oot care cream! $hich has remained a niche product $ith limited demand during $inter' 4he Uni9ue selling proportion of 0aseline is its (**L' $hite petroleum' SU/SI1E Segment Personal Hair 2are Shampoo availa&le in multiple variants 4arget 6roup 6irls in the age group of -*%s Positioning 4he Sunsilk hair care range provides a complete hair care solution and functions as a ; step com&ination of cleansing! nourishing and managea&ility M"RE34I/6 MIP 78 U/I1303R=

;'( Products Unilever o$ns more than ,** &rands as a result of ac9uisitions! ho$ever Uniliver! the company focuses on $hat are called the J&illion dollar &randsK! (; &rands! each of $hich achieve annual sales in e5cess of +( &illion' Unilever%s top -. &rands account for more than I*L of sales' 4he &rands fall almost entirely into t$o categories= 8ood and Beverages! and Home and Personal 2are' Unilever Bangladesh Brands 1u5! 1ife&uoy! #ove! 8air G 1ovely! Pond%s! 0aseline 2lose Up! Pepsodent! Sunsilk! 2lear! 0im! Surf 35cel! >heel! Re5ona! "5e! G 4aa:a

;'- Price = Unilever claims to practice value &ased pricing in $hich the customers' Perception of the product%s price provides a starting point for developing the marketing mi5 of the product' 4he research department determines this price usually &y using focus groups' 4he Primary importance of this value &ased pricing is that the products demand $ill &e much higher if its price is in line $ith the customer%s perception of its value! 7ne crucial concern for value &ased pricing is strict management of cost in order to &e a&le to make a profit at the value &ased price' "fter the initial Price is determined Unilever then uses target costing in order to achieve the re9uired profits' Some Products Price Brand /ame = #ove Product /ame >eight Price #ove Shampoo -**ml --*'** ,**ml ;D*'** I**ml ?)*'** #ove 1otion -;.'** (**ml ((.'**

#ove Soap (;. ml D)'**

D* ml I.'**

Brand /ame = 1u5

Product /ame >eight Price 1u5 Soap (** ml -)'** (.* ml ;)'** Brand /ame = Sunsilk Product /ame >eight Price 4k' Sunsilk Shampoo -**ml (,.'** ,**ml -I*'** Mini pack Mini pack ('** -'** (**ml I.'** )* ml -*'**

Brand /ame = 8air G 1ovely Product /ame >eight Price 4k' Multi vitamin -. gm .*'** .* gm D*'** "uir&adhik .* gm D.'** 8air G Handsome .* gm )*'** ;';Place = Unilever 8ollo$ common system of distri&ution' 4hat means company consumer It &asically covers - tiers cities and rural area' $holesaler retailer -. gm ;.'** -. gm .-'**

It has made his strategy like that in every small or &ig shop customer $ill &e a&le to find out the product' "fter the changed image of Unilever it also trying to make the availa&ility of the soap in a&ove middle calls society' distri&ution net$ork directly covers villages and cities million consumers' 4he vision of the company to reach every village of the country' ;',Promotion= Build top of the line consumer%s a$areness' 2reating a personality of the &raved' 4o increase the usage' Imparts a feeling of freshnes 3ffectively communicate &rand promise' Promotional strategy Innovative 2ampaigns such as JHairpyK' and life can%t $ait $ere launched to attract $omen to the &rand' Sponsored short films that $ere &roudcast during popular television shous' Media platforms used' Print media' Internet 2ampaign' Interned rural campaign' 3nvironment concern ads' Music videos' 8ree sample dissertation' #emo campaigning' Promotion of the products through mo&vies such as J8ashionK' 3nhancement of product mi5' /e$ product formulations according to changing consumer preferences' "dvertising'

Unilever &elieves that messages a&out product delivered &y credi&le sources can &e very persuasive Uniliver more value added to the &rand' 2onsumers relate to products itself! they can relate to e5pert' "ctresses as spokespersons' 2o marketing' Some of the these films $ere made e5clusively for relailers like $all mart and $ere telecast in store' Sponsor for fashion shous' 6ang of girls site pushed online and vis 40 and print' 1ots of media mentions as it as a JSuccessful &randed spaceK' #irect contact $ith target people' 2hapter *. Some >orld$ide Premium Brands of Uniliver' .'( 1u5 AsoapB 1u5 is a glo&al &rand developed &y Unilever' 4he range of products includes &eauty soaps! shoUniliverr gels! &ath additives! hair shampoos and conditioners' 1u5 started as JSunlight 8lakesK laundry soap in ()DD' In (D-,! it &ecame the first mass market toilet soap in the $orld' It is noted as a &rand that pioneered female cele&rity endorsements' "s of -**.! 1u5 revenue is at ('* &illion euros! $ith market shares spread out to more than (** countries across the glo&e' 4oday! 1u5 is the market leader in several countries including Bra:il! India! 4hailand and South "frica' #eveloped &y Unilever! 1u5 AsoapB is no$ head9uartered in Singapore' History 7rigins G History 4he &rand $as founded &y the 1ever Brothers Atoday kno$n as UnileverB in ()DD' 4he name changed from JSunlight 8lakesK to J1u5K in (D**! a 1atin $ord for JlightK and suggestive of Jlu5ury'K

1u5 toilet soap $as launched in the United States in (D-. and in the United Eingdom in (D-)' Su&se9uently! 1u5 soap has &een marketed in several forms! including hand$ash! shoUniliverr gel and cream &ath soap' Since the (D;*s! more than ,** of the $orld%s most famous female cele&rities have &een associated $ith 1u5' Marilyn Monroe! Sophia 1oren! /atalie >ood! Brigitte Bardot! #emi Moore! 2atherine Weta @ones! Sarah @essica Parker and "ish$arya Rai are some actresses featured in 1u5 advertising campaigns' 3arly &eginnings 1u5%s early advertising campaigns aimed to educate users a&out its credentials as a laundry product and appeared in maga:ines such as 1adies Home @itsnal' By the early (D-*s! it $as a hugely successful &rand and in (D-,! the 1ever Brothers conducted a contest that led them to a very interesting finding= $omen Uniliverre using 1u5 as toilet soap' 1u5Building &eauty soap credentials Building &eauty soap credentials Introduced in the US in (D-,! 1u5 &ecame the $orld%s first mass market toilet soap $ith the tagline Jmade as fine as 8rench SoapK' In the first - years of launch! 1u5 concentrated on &uilding its &eauty soap credentials' "dvertisements offered consumers Ja &eauty soap made in the 8rench methodK at an afforda&le price! $ith the promise of smooth skin' Made $ith fine te5ture! rich in fragrance! and manufactured using a method created in 8rance! the first 1u5 toilet soap $as sold for (* cents apiece' (D-) N (D,*= D out of (* stars 4his era sa$ key launches of 1UP in the UE! India! "rgentina and 4hailand' 4he &rand concentrated on &uilding its association $ith the increasingly popular movie $orld! focusing more on movie stars and their roles rather than on the product' In (D-D! advertising featured -? of the &iggest female stars of the day! creating a huge impact among the movie loving target audience' 4his $as folloUniliverd &y Holly$ood #irectors talking a&out the importance of smooth and youthful skin' 4his pioneered the trend of cele&rity product endorsements' In (D;(! 1u5 launched a campaign $ith older stars! JI am over ;(K' 4he series of print ads had stars talking a&out preserving youthful skin' 1u5 also launched campaigns featuring intervie$s $ith Stars and 2lose Ups of Stars! &ringing to life the \D out of (*% idea' In (D;,! 1u5 Radio 4heater! a long run classic radio anthology series! $as &roadcasted on the /B2 Blue /et$ork A(D;, ;.B< 2BS A(D;. .,B and /B2 A(D., ..B' #uring the &roadcast! various female stars $ould tout 1u5 8lakes as Uniliverll as commercials during &reaks' ,*s G .*s= Romancing the consumer

Using movie star as role models! 1u5%s strategy $as to &uild relevance &y looking at &eauty through the consumer%s eyes' >hile still retaining the star element! the focus shifted to the consumer and the role of the &rand in her life' "dvertising commercials shoUniliverd ordinary looking $omen $ith direct references to stars! such as #eanna #ur&in' ?*s= Romancing the &rand 4he ?*%s sa$ a shift in advertising to product stories and the romantici:ing of &rand through its Jsensorial G emotionalK dimensions' 4his $as the era of \the film star feeling% and the \6olden 1u5%! featuring stars such as Sandra #ee! #iana Rigg and Samantha 3ggar' 4he &athing ritual! the \fantasy% element that has &een the imagery of 1u5! $as created in this era' 4he &rand also moved for$ard $ith launching 1UP in the Middle 3ast! entering a more conservative market' I*s= #imensionali:ing &eauty Reflecting the shift in &eauty trends in the I*s! the 1u5 stars stepped do$n from their pedestals and Uniliverre portrayed as multi faceted $omen $ith natural! $holesome &eauty that the ordinary consumer could relate and aspire to' 4he e5ecutions Uniliverre more of \a day in the life% of the stars $ith focus on their \natural &eauty%' Stars included Brigitte Bardot and /atalie >ood' )*s= 7$ning the category space 3sta&lishing itself as 4H3 &eauty soap for stars and &eautiful $omen! the )*s emphasi:ed the importance of skin care N the first step to &eauty' 1UP $as launched in 2hina at this time' Sophia 1oren! Ra9uel Uniliverlch and 2heryl 1add Uniliverre some famous cele&rities used during this time' D*s N 3arly -***s= "dvanced skin &enefits In the D*s! 1u5 moved from generic &eauty &enefits to focus on specific &enefits and transformation' More emphasis on functionality and variant associations $ith different skin types as Uniliverll as mention of ingredients' 4he communication $as far more regional specific and locali:ed! using stars like Malu Mader and #e&ora Bloch' 4his period launched product &rand e5tensions ShoUniliverr 2ream and 6els and 1u5 Super Rich Shampoo in @apan and 2hina' -***s= Beyond movie stars In early -***! the focus shifted from specific skin &enefits to a stronger emotional space' 4he &rand provided the link &etUniliveren the aspirational role models and real life $ith the campaign! \1u5 &rings out the star in you%' 4he &enefit $as no$ more than just &eauty! it $as also a&out the confidence that comes from &eautiful skin'

In -**.! 1u5 encitsaged $omen to cele&rate and indulge their femininity $ith the JPlay $ith BeautyK philosophy! $ith stars like "ish$arya Rai' 4he &rand connected $ith consumers to take a more \active% stance on &eauty' 8rom -**)! &uilding off the &rand%s root strengths! focus has shifted to &eauty Avs' femininityB! appealing to consumers% fantasies and aspirations' 1u5 &elieves that \&eauty is a female instinct that shouldn%t &e denied% and sho$cases the pleasure that every $oman enjoys from using her &eauty! encapsulating that idea in a simple phrase= #eclare yits &eauty' 4oday! 1UP is gro$ing in key markets in Bra:il! US"! 2hina! Bangladesh and South "frica! and is a market leader in India Afor soap &arsB! Bra:il! Saudi "ra&ia Afor soap &arsB! Bangladesh and 4hailand' .'- #ove AtoiletriesB 8ig -*= #ove is a personal care &rand o$ned &y Unilever #ove 4ypePersonal care7$nerUnileverIntroduced(D.. '#ove products are manufactured in "rgentina! "ustralia! Bra:il! 2anada! 6ermany! India! Ireland! /etherlands! 4hailand! 4urkey! andUnited States' 4he products are sold in more than ;. countries and are offered for &oth $omen and men' 4he #ove trademark and &rand name is currently o$ned &y Unilever' #ove%s logo is a silhouette profile of the &rand%s namesake &ird! the color of $hich often varies' Products include= antiperspirantsFdeodorants! &ody $ashes! &eauty &ars! lotionsFmoisturi:ers! hair care! and facial care products' #ove is primarily made from synthetic surfactants! salts of vegeta&le oils Asodium palmate from palm kernelB and salts of animal fats Asodium tallo$ate from co$%s fatB' #ove contains animal fat Atallo$B and for this reason some vegans may refrain from using it' #ove is formulated to &e pH neutral! a pH that is usually &etUniliveren ?'. and I'.' Marketing campaigns In -**?! #ove started the #ove Self 3steem 8und' It purports to &e Jan agent of change to educate and inspire girls on a $ider definition of &eauty and to make them feel more confident a&out themselvesK'4o this day! #ove have created a num&er of largely online only short films! including #aughters A$hich also aired in a I. second spot during the Super Bo$l P1B! 3volution A$hich $on t$o a$ards at the 2annes 1ions International "dvertising 8estivalB! 7nslaught! and "my' .'; 1ife&uoy AsoapB 1ife&uoy is a &rand of soap containing phenol marketed originally &y 1ever Brothers in 3ngland in ()D.' History

"lthough 1ife&uoy is no longer produced in the US and UE! it is still &eing mass produced &y Unilever in 2yprus for the UE! 3U! US and Bra:il markets! as Uniliverll as in 4rinidad and 4o&ago for the 2ari&&ean market' Unilever in 2yprus and 4rinidad and 4o&ago is manufacturing the original Red 1ife&uoy Soap $ith car&olic acid' In other markets! including South and South 3ast "sia! the glo&al &rand of 1ife&uoy Soap has &een updated to use red and other colitss $ith \modern% aromas' 2atchphrases >hen the Philadelphia Phillies played at the Baker Bo$l during the (D-*s! an outfield $all advertisement for 1ife&uoy stated! J4he Phillies use 1ife&uoyK' 7ne night a vandal sneaked in and added to the ad! J"nd they still stinkK' 0ariations of the joke Uniliverre also employed &y detractors of other losing teams' 4he term JB'7'K! short for J&ody odorK! is often thought to have &een invented &y 1ife&uoy for an advertising campaign' HoUniliverver! the term JB'7'K $as actually coined &y a company that made deodorant for $omen called 7do Ro /o in (D(D' 1ife&uoy made the term famous! hoUniliverver' 4he 1ife&uoy radio ad! parodied &y several >arner Brothers% 1ooney 4unes cartoons! used a foghorn type sound to create the JB'7'K sound' .', 1aundry detergent 1aundry detergent! or $ashing po$der! is a su&stance that is a type of detergent Acleaning agentB that is added for cleaning laundry' In common usage! JdetergentK refers to mi5tures of chemical compounds including alkyl&en:enesulfonates! $hich are similar to soap &ut are less affected &y Jhard $ater'K In most household conte5ts! the term detergent refers to laundry detergent vs hand soap or other types of cleaning agents' Most detergent is delivered in po$dered form' History 8rom ancient times! chemical additives Uniliverre recogni:ed for their a&ility to facilitate the mechanical $ashing $ith $ater' 4he Italians used a mi5 of sulfur and $ater $ith charcoal to clean cloth' 3gyptians added ashes and silicates to soften $ater' Soaps Uniliverre the first detergents'4he detergent effects of certain synthetic surfactants Uniliverre noted in 6ermany in (D(I! in response to shortages of soap during >orld >ar I' In the (D;*s! commercially via&le routes to fatty alcohols Uniliverre developed! and these ne$ materials Uniliverre converted to their sulfate esters! key ingredients in the commercially important 6erman &rand 83>"! produced &y B"S8! and #reft! the US &rand produced &y Procter and 6am&le' Such detergents Uniliverre mainly used in industry until after >orld >ar II' By then! ne$ developments and the later conversion of aviation fuel plants to produce tetrapropylene! used in household detergents! caused a fast gro$th of domestic use in the late (D,*s' 4he use of en:ymes for laundry $as introduced in the early part of the (D**s &y 7tto Rohm' 7nly in the latter part of the century $ith the availa&ility of thermally ro&ust &acterial en:ymes did this technology &ecome mainstream'

"t the present time! soap has largely &een displaced as the main cleaning agent in developed countries' Soap is! &y Uniliveright! relatively ineffective! and it is highly sensitive to deactivation &y hard $ater' By the (D.*s! soap had almost &een completely replaced &y &ranched alkyl&en:enesulfonates! &ut these detergents Uniliverre found to &e poorly &iodegrada&le' 1inear alkyl&en:enesulfonates A1"BsB! hoUniliverver! proved to &e &oth highly effective in cleaning and more &iodegrada&le than the &ranched relatives' 1"Bs remain the main detergents used domestically' 7ther detergents that have &een developed include the linear alkylsulfonates and olefinsulfonates! $hich also resist deactivation &y hard $ater' Both remain specialty products! for e5ample only an estimated ?* million kilograms of the sodium alkylsulfonates are produced annually' #uring the early development of non soap surfactants as commercial cleaning products! the term syndet! short for synthetic detergent! $as promoted to indicate the distinction from so called natural soaps 2hemistry of detergents Many kinds of molecules and ions can serve as high efficiency surfactants' 4hey are often classified according to the charge of the molecule or ion! the three main classes &eing anionic! neutral! and cationic detergents' "nionic detergents are most commonly encountered for domestic laundry detergents' #etergents are ions or molecules that contain &oth polar and nonpolar components' 4he polar component allo$s the detergent to dissolve in the $ater! $hereas the nonpolar portion solu&ili:es greasy AJhydropho&icKB materials that are the usual target of the cleaning process' "n estimated ? &illion kilograms of detergents are produced annually for domestic markets' 2omponents Modern detergent formulations N the entire product vs just the surfactant N contain several components' 4hree main ingredients are &uilders A.*L &y Uniliveright! appro5imatelyB! the alkyl&en:enesulfonate surfactant A(.LB! and &leaches AILB' Builders Builders are $ater softeners' 4hese chemical compounds are agents that remove calcium ions &y comple5ation or precipitation' 4ypical &uilders are sodium car&onate! comple5ation agents! soap! and :eolites' 4hey function &y se9uestering or precipitating the pro&lematic ions' 7ne of the most common &uilders is sodium triphosphate! $hich is used on very large scale for this application' Bleach 4he main targets of &leaches are of vegeta&le origin include chlorophyll! anthocyanin dyes! tannins! humic acids! and carotenoid pigments' Most &leaches in laundry detergents are o5idi:ers! e'g'! sodium per&orate or sodium hypochlorite! In addition! other agents are added as J&leach activatorsK! to enhance the effectiveness of the &leaching agent< a popular one is tetraacetylethylenediamine' 3n:ymes

Many laundry detergents contain en:ymes' 4he amounts of en:yme can &e up to a&out -L &y Uniliveright of the product' 4hese agents are re9uired to degrade recalcitrant stains composed of proteins! fats! or car&ohydrates' 3ach type of stain re9uires a different type of en:yme! i'e'! protease for proteins! lipases for greases! and amylases for car&ohydrates' 7ther ingredients Many other ingredients are added depending on the specific application' Such additives modify the foaming properties of the product &y either sta&ili:ing or counteracting foam' 7ther ingredients increase or decrease the viscosity of the solution! or solu&ili:e other ingredients' 2orrosion inhi&itors counteract damage to $ashing e9uipment' J#ye transfer inhi&itorsK prevent dyes from one article from colitsing other items' J"ntiredeposition agentsK are used to prevent fine soil particles from reattaching to the product &eing cleaned' 2ar&o5ymethyl cellulose is used for this purpose' " num&er of ingredients affect aesthetic properties of the item to &e cleaned or the detergent itself &efore or during use' 4hese agents include optical &righteners! fa&ric softeners! and colitsants' " variety of perfumes are also components of modern detergents! provided that they are compati&le $ith the other components and do not affect the colits of the cleaned item' 4he perfumes are typically a mi5ture of many compounds! a popular component &eing cyclohe5yl salicylate! $hich is related to oil of $intergreen' 3nvironmental concerns 3arly in the introduction of sulfonate &ased detergents! concerns Uniliverre voiced over the lo$ rates of &iodegradation of the &ranched alkyl&en:enesulfonates' 4his pro&lem $as addressed &y the introduction of linear alkyl&en:enesulfonates' " more profound pro&lem arises from the heavy use of sodium triphosphate! $hich can comprise up to .*L &y Uniliveright of detergents' 4he discharge of solu&le phosphates into natural $aters has led to pro&lem $ith eutrophication of lakes and streams' 4he replacement of sodium triphosphate &y :eolites offers some relief to this pro&lem' >ith respect to the phosphate additives! &etUniliveren (D,* and (DI* Jthe amount of phosphates in city $aste$ater increased from -*!*** to (.*!*** tons per year' >ith the increase in phosphates! algal &looms gre$ splendidly on the e5cess phosphorus and consumed most of the o5ygen in the $aters! killing fish and plants' In -**,! the 3uropean Union introduced regulations to re9uire &iodegrada&ility in all detergents! and intends to &an phosphates in domestic products from -*(; "ustralia &egan phasing out the use of phosphates in its detergents in -*((! $ith an all out &an e5pected to take effect in -*(,' Pursuant to findings pu&lished in -**? &y the Shenkar 2ollege of 3ngineering and #esign indicating that li9uid detergents are Jmuch more environment friendlyK than po$dered detergents! Israel%s Ministry of the 3nvironment &egan recommending that consumers prefer li9uid detergent over po$dered ones Jfor laundry $hich is not heavily stained'K

.'. Sunsilk Sunsilk is a hair care &rand! primarily aimed at $omen! produced &y the Unilever group! $hich is no$ considered the $orld%s leading company in hair conditioning and the second largest in shampoo' Sunsilk is Unilever%s leading hair care &rand! and ranks as one of the "nglo #utch conglomerate%s J&illion dollar &randsK' Sunsilk shampoos! conditioners and other hair care products are sold in ?D countries $orld$ide' Sunsilk is sold under a variety of different names in markets around the $orld including 3lidor! Seda and Sedal' 4he &rand is strongest in "sia! 1atin "merica and the Middle 3ast and is the num&er one hair care &rand in India! Bra:il! "rgentina! Bolivia! Bangladesh! Sri 1anka and 4hailand' History Sunsilk $as launched in the UE in (D.,! and &y (D.D it $as availa&le in () different countries $orld$ide' "t the time! Sunsilk had an advantage over other shampoos in the market as it only needed one application! and so meant $ashing less natural oils from the hair' Sunsilk cream shampoo for dry hair $as launched in (D.?' In (D.)! a ne$ transparent polythene tu&e for the li9uid shampoo $as introduced as an alternative large si:e pack to the &ottle' Sunsilk $as also availa&le in such tu&es' In (D?*! Sunsilk 4onic shampoo $as launched! containing skin healing ingredient "llantoin N designed to help keep the scalp free from infection' In (D?(! Sunsilk 1i9uid shampoo $as re launched to Sunsilk Beauty! &ecause \1i9uid% in the name! originally used to distinguish the product from po$dered shampoos had &ecome meaningless as the majority of shampoos Uniliverre no$ in li9uid form' In (D?-! Sunsilk $as marketed as a range of shampoos for different hair types' Sunsilk significantly improved product formula and launched ne$ variants in (D??= the first major shampoo to contain olive oil! $hich acted as conditioner to make hair soft and managea&le< shampoo for dull hair! $hich restored hair%s natural shine< lemon shampoo for greasy hair $ith deep cleansing ingredients' Sunsilk hair spray $as first launched in (D?, to enter an e5panding hair spray market! &ut in (D?? a ne$ product formula $as developed $hich gave hold! even in damp Uniliverather $hilst still caring for hair' 4he hair spray contained a 8rench perfume and could easily &e removed &y &rushing or shampooing it out' In (D?D! all Sunsilk shampoo $as re packaged in ne$ P02 &ottles! $hich Uniliverre larger than traditional glass &ottles for the same price' Sunsilk conditioner $as launched in (DI( $ith three variants for dry! normal and greasy hair' In (DI;! Sunsilk launched an aerosol dispensed setting lotion' "n economy si:e shampoo &ottle $as introduced for Sunsilk in (DI,'

In (DI.! Sunsilk &ecame the &iggest name in hair care $ith (!***!*** packs &eing sold every Uniliverek' In (D)*! the $hole Sunsilk range $as re launched! $ith improved formulations and packaging design to &ring the &rand into the (D)*s' In (D).! Sunsilk styling mousse $as launched and - years later a conditioning mousse folloUniliverd' In -**(! Sunsilk moved into the hair colitsant market for "sian type dark hair! offering a range of seven permanent colitss from natural &lack to copper $ith purple! red and gold tints' In -**;! Sunsilk launched a ne$ range of shampoos and conditioners! $hich Uniliverre developed to meet $omen%s hair needs and reflect the $ay $omen think a&out their hair' 4he fake institute Aa trademark &y SedalB J3lida Hair InstituteK developed the products in response to market research' 3ach product contained a uni9ue formulation of ingredients! com&ining the &est from natural and scientific $orlds to help com&at common hair pro&lems' Milestones (D., N Sunsilk first launched in the UE' (D.. N 8irst advertisement of Sunsilk appeared on 40' (D?, N 1aunch of Sunsilk hair spray' (D?) N Sunsilk shampoo re packaged in P02 &ottles' (DI( N 1aunch of Sunsilk conditioner' (DI. N Sunsilk &ecame the &iggest name in hair care' -**; N Sunsilk glossy maga:ine launched in "rgentina' -**) N Social net$orking site 6ang of 6irls $as introduced in India' 8irst advertising Sunsilk &egan advertising in (D.. $ith a campaign that focused on specific hair JissuesK' In the UE! the campaign focused on shiny hair' #uring the (D?*s! a television commercial of Sunsilk featured a tune composed &y @ohn Barry! J4he girl $ith the sun in her hairK! $hich proved so popular that it $as su&se9uently released as a pop single' Sunsilk radio commercials Uniliverre aired in (D?D featuring #erek /immo to support the ne$ Sunsilk Her& shampoo for pro&lem hair called JHairy 4alesK' In the early (DI*s! Sunsilk $as advertised $ith the slogan J"ll you need is SunsilkK' 2ele&rity associations

Madonna! Shakira! Marilyn Monroe! and Marian Rivera all featured in Sunsilk%s -**) advertising campaign J1ife 2an%t >aitK $hich launched $ith a Super Bo$l P1II spot' 4he philosophy &ehind the campaign $as a&out girls taking positive steps to gain &etter control of their lives JHair 7n c 1ife 7nK' "ctress and former Miss >orld Priyanka 2hopra is the &rand am&assador for Sunsilk in India' In -**D! singer #elta 6oodrem $as announced as the Jface of SunsilkK in "ustralia' 4he singer and her music have since featured in several Sunsilk adverts' In -**I! British girl&and 6irls "loud launched a campaign for Sunsilk after securing a sponsorship deal $orth over b(!***!***'Mem&ers /icola Ro&erts! /adine 2oyle! 2heryl 2ole! Eim&erly >alsh and Sarah Harding all represented the &rand! $hich included shooting a television commercial' Sunsilk also sponsored their follo$ing tits Maga:ine In -**;! Sunsilk ASedalB launched the first hair only glossy maga:ine in "rgentina aiming to communicate to the professional hair industry' More than )**!*** copies are pu&lished each month' 4he maga:ine focuses on hair! fashion and &eauty issues as Uniliverll as sho$casing hairdressers% $ork' It is sold locally on ne$s stands and distri&uted to hair salons' 6ang of 6irls In -**)! Sunsilk India launched a social net$orking site called 6ang of 6irls! $hich offered its users access to a variety of local and glo&al e5perts to address various hair care needs through its content! &logs and live chat room' 4he site includes rich content of hair care and fashion! and users can also take part in interactive games and 9ui::es'In -*((! Sunsilk $as listed in 4he Brand 4rust Report pu&lished &y 4rust Research "dvisory' 2o 2reation colla&oration 8rom -**D Sunsilk started $orking $ith a num&er of professional hair Je5pertsK to develop ne$ and improved products' 3ach hair JissueK variant links to an Je5pertK $ith the relevant specialist hair kno$ledge' 8or e5ample! #r 8rancesca 8usco! a /e$ Cork dermatologist! co created a JhairfallK variant for the &rand' 4he line up also includes= @amal Hammadi for Black Shine! Rita Ha:an for 0i&rant 2olits! 4eddy 2harles for Plumped Up 0olume! 4homas 4a$ for #amage Reconstruction! 7uidad for #efined 2urls and Cuko Camashita N inventor of @apanese hair straightening process \CUE7% N for Perfect Straight 2onclusion= 4his report only focuses on the U/I1303R marketing mi5' I did not a&le to collect the $hole information of the 2ompany' go into the company' By my analysis I have found that! U/I1303R is glo&ally successful company' 7ne of the reasons for their success $as hoUniliverver< they create &rands for specific countries and regions' Products for e5ample! found in south "mericas $ill not &e found in south "sian

countries' Since difference in culture e5ists $orld$ide! the creation and supply of &rands have to &e taken seriously' U/I1303R Bangladesh is the market leader in home and personal care products' 4he U/I1303R products are a&le to gain customer satisfaction and trust' 4heir production and distri&ution is e5panding rapidly' Unilever kno$ that if Unilever are to achieve their am&itious gro$th o&jectives Unilever must reduce the total environmental impact of the &usiness' Its commitment e5tends right across its value chain N i'e' from the sitscing of ra$ materials through its o$n production and distri&ution to consumer use and eventual disposal of residual packaging' Unilever fully recogni:e that Unilever $ill need to develop a ne$ model for &usiness gro$th' Unilever are em&arking on a long term programmed of $ork $ith its suppliers! customers and other partners to reali:e this goal' >ith its portfolio of strong &rands! presence in emerging markets and long standing commitment to shared value creation! Unilever &elieve Unilever are Uniliverll placed to deliver on this am&ition' 7ver (** years ago! its founders not only created some of the $orld%s first consumer &rands! they also &uilt a &usiness $ith strong values' Unilever have continued to update its vision as the $orld has changed' In the (DD*s Unilever formally integrated sustaina&ility factors into its strategy' 4hen! in -**.! Unilever started to em&ed this agenda into its product &rands using a process called Brand Imprint' Since then Brand Imprints have &een completed across all its product categories' Social and environmental considerations are no$ integrated into the innovation and development plans of its major &rands' "t the same time! Unilever are also evolving its approach to corporate &randing' Unilever are starting to consider ho$ they make Unilever%s corporate commitments and activities more visi&le and relevant to their consumer'