Free Essay

Should Unilever Sell Flora

In: Business and Management

Submitted By zanelyu
Words 1776
Pages 8
Shoud Unilever sell its underperforming Flora margarines business and buy more personal care companies?
Jiayin Lyu, University College Dublin

Executive Summary Flora is a famous brand of margarine. Sold in most places over the world. It is

produced by Unilever and sold in other parts of the world under the brand name of Becel. However, people start to doubt about the safety of margarine. And in this essay, it will be analyzed that why Unilever should sell the Flora margarines business but purchase personal care brands especially high-end personal care companies.

Health The initial problem of Flora margarines was called health crisis. Initially, Unilever claimed that Flora is absolutely healthy. Even its slogan said “Flora love your heart”. However, is that really means Flora, which is man made butter good for people’s health? Expert hold different opinion. In Dr. John Briffa’s essay The facts about why margarine is worse for us than butter. Margarine is made from chemically processed vegetables oils which have generally been bleached, coloured, deodorised and flavoured to make them ‘edible’. That means it is not a very proper food for people have it in daily life. The recent Food and Chemical Toxicology study seems to be nothing more than the usual pro-margarine propaganda. (John, 2006) So the advice of John is do not eat any Flora Margarine. Initially, even though the Food and Chemical Toxicology study found margarine had lower cholesterol levels. But that does not mean people lower their level of cholesterol is because of eating margarine. Secondly, lower eating cholesterol is not translates into benefits for health. Many studies have looked at this, and 17 of these were assessed in a study published in 2005 in the Annals of Internal Medicine. Overall, the studies led to an average 10 per cent decrease in cholesterol levels, but there was no decrease in overall risk of death.(John,2006) The most important thing is that arsenic and cyanide can not be good for people. Even decrease the cholesterol levels, we can not really rely on the margarine.

Financial Performance In order to get the importance of Flora Margarine. We still need to look at its

Financial performance. Even it is not easy to get the very detail of Flora sales. We still can do some analysis based on available data.

(source: FT, Bloomberg)

According to the analysis by Scheherazade Daneshkhu and David Oakley. We found that sales fell 2.7 percent last year to €48.4bn. These fell caused by such consumer brands as Dove soap, Persil detergent and Flora margarine. However, as Unilever’s core brands. Persil and Dove can hardly be sold. But when it comes to Flora, the sell could happen. As more an more people no longer believe that Margarine is better than real butter. They will not take the risk to keep use them. In that case, we can not see the bright future of Flora. Actually Flora margarine did not make the good contribution to Unilever.

Personal Care Brands

In order to know if Unilever should buy more personal care companies. We need to analysis its existing brands and market share. We can find that in 2012, the share of personal care in Unilever is 35%. According to the data of Wikipedia, there are more than 100 personal care brands that belongs to Unilever. Which including home care brands as laundry products. However, the biggest competitor of Unilever is P&G. According to the pie chart. We can find that there are more ratio of personal care and

home care are higher than Unilever. That means in this period of competition, P&G is ahead of Unilever.

However, the fact is. P&G already started sell its brands in both food and personal care area. But Unilever had already bought some more personal care brands. The overall personal care consumption market is depressing now. But what Unilever did is set to buck the trend. But In order to cut short the food market, it should increase its business in some certain area. According to he website of Unilever, it is said that in May, 2015, Unilever will purchase British top grade personal care brand REN. This is a signal that Unilever starting set food in High-end cosmetics market. According to the research of REN, we can found that it own Face, Body, Spa and many other personal care products production line. REN has a great variety of products. Only in face care area, it has anti-wrinkle, eye care, sensitive skin and other brands. In 2014, the sale of REN is €40 million. Except this purchase, at the end of 2014. Unilever announced purchased CAMEE and ZEST most business that used belonged to P&G. At the beginning of 2014, Unilever declared it will purchase French High-end skin care brands IOMA. (Trefies, 2015) Actually, when Unilever keep increasing its personal care business, its negative wealth added catch people’s eyes at the same time. According to the 2014 fourth quarter financial report of Unilever, it caused the worst performance in five years. In 2014, the total revenue of Unilever decreased 2.7%, which was € 48.4 billion. Unilever had to admit, emerging market of consumer demand leads to large retailers stocking. The new layout became questionable. People may doubt about whether Unilever should decrease food business with increase personal care business. Vice brand president of Unilever Vasiliki Petrou said, it is a good supplement of brand portfolio of Unilever. Actually, Unilever should buy the right personal care company. Even though the core reason is compete with P&G. The good news is that Unilever can still handle free cash flow of € 3.1billion. And we can believe and advise Unilever find food purchase opportunity in personal care area. But one thing is more important is that

Unilever core personal care brands are Dove, Lux, Clear and Ponds. In 2014, the sale of those brands are € 14.7billion. Which account for 36.6% of the total sale of Unilever. But the high-end personal care products are still nearly empty. However, P&G, the main competitor of Unilever, own SK-II, Max Factor, beauty and Sk. In addition, P&G also have more luxury perfume brands than Unilever.

According to this pie chart. We can find that in 2014, the Personal care business account for 47% in Unilever division share. That means the purchase for personal care business was remarkable. Recommendation In 5th Dec 2014, Unilever announced plans to split out its struggling margarine and olive oil spreads business as a distinct unit, separate from the main foods division. Though brands such as Flora, Becel and Rama make Unilever the world's biggest manufacturer of margarine. (Adbrands Weekly Update, 2014) This means Unilever realized that the curtail of food business should start from margarine. In 2015, Unilever had already split out its spreads as a separate unit standing apart from the main food group, prompting speculation that it might ultimately to sell the business. In that case, we recommend that Unilever should select more organic food business in the future with keep purchasing more personal care companies. Because with the developing of most countries, people pay more attention to beauty and health than before.

So we suggest that Unilever should purchase more luxury personal care products as well as luxury perfume business. The main reason of that is Unilever and P&G have similar company structure. In order to compete with P&G, Unilever should not have any short slab. In recent years, the major products of personal care industry as soap and shampoo faced the decrease of sales. In that case, we advise Unilever can purchase other type of personal care products. To find a new growth point. The last recommendation is what Unilever is doing now. Keep developing Sustainable Plan. This is not only for the company’s future but also benefit the whole world. So as Unilever CEO Paul Polman said, it also gives a tremendous purpose to what we are doing as a business that creates an enormous energy here and employee engagement that I ’ m sure will explains half of the growth that we will be producingj. So it is necessary to embed sustainability into the business – accept this is a journey of cultural transformation.(Sally, 2011)

References

1. John Briffa, (2006), The facts about why margarine is worse for us than butter, Available at http://www.drbriffa.com/2006/is-margarine-really-better-than-butter/ [Assessed 10/03/2015] 2. Scheherazade Daneshkhu, (2015), Frustrated Unilever investor call for shake-up

Available at http://www.ft.com/intl/cms/s/0/6225c454-beab-11e4-8036-00144feab7de.html#axzz3 TEVEKeHT [Assessed 11/03/2015] 3. Trefis Team, (2015), Unilever Continues Expansion of Its Personal Care Portfolio With Acquisition of REN Skincare, Available at http://www.forbes.com/sites/greatspeculations/2015/03/04/unilever-continues-expansi on-of-its-personal-care-portfolio-with-acquisition-of-ren-skincare/2/ [Assessed 15/03/2015] 4. Sally Uren, (2011), 6 ways Unilever has achieved success through sustainability and how your business can too, Available at http://www.forumforthefuture.org/blog/6-ways-unilever-has-achieved-success-throug

h-sustainability-and-how-your-business-can-too [Assessed 16/03/2015] 5. Adbrands, (2014), Selected Unilever margarine advertising, Available at http://www.adbrands.net/nl/unilevermargarine_nl.htm [Assessed 12/03/2015] 6. Zoë Harcombe, (2013), The British Heart Foundation & Flora pro.activ – an

unhealthy relationship, Available at http://www.zoeharcombe.com/2013/01/the-british-heart-foundation-flora-pro-activ-an -unhealthy-relationship/ [Assessed 17/03/2015] 7. Scheherazade Daneshkhu and David Oakley, (2015), Paul Polman ’ s socially responsible Unilever falls short on growth, Available at http://www.ft.com/intl/cms/s/0/7c79452e-ae5c-11e4-8188-00144feab7de.html#axzz3 V20ABdUc [Assessed 18/03/2015] 8. Anonymous, (2008), Unilver's success with palm oil, Available at http://search.proquest.com.ucd.idm.oclc.org/docview/229219561?pq-origsite=summo n [Assessed 13/03/2015] 9. Dong Fang, (2015), Unilever contrarian trying to do mergers and acquisitions, Available at http://finance.eastmoney.com/news/1354,20150310484430184.html [Assessed 12/03/2015]

Appendix Exhibit 1: The proportion of Radio Advertising

: Source: Google

Exhibit 2: The ratio of TV Advertising

Source: Google

Exhibit 3: Sample Products of Unilever

Source: Walmart Supermarket

Exhibit 4: How The Giants’ Earnings Stacked up

Source: Google Exhibit5: Unilever: Productwise Share (CY12)

Source: Unilever

Exhibit 6: P&G Productwise share (FY12)

Source: P&G Exhibit 7: Financial Index of FMCG Market

Source: Google Exhibit 8: U.S. Personal Cleansing Category

Exhibit 9: Brands Interview of Unilever

Source: Unilever Exhibit 10: Brands Overview of P&G

Source: P&G

Similar Documents

Premium Essay

Unilever Csr

...company on the environment. For example, by reducing the waste and air pollution by using modern filters. Other than that, they commit to social development in a way that they organise educational events, programs or even workshops for people outside corporate society. 2.Key areas: Community Relations — Actions by HR team should include implementing reward programs, charitable contributions and encouraging community involvement and practices. Examples of these programs include sending emails and company newsletters to staff members that highlight employees and managers involved in community relations or creating monthly reward programs to recognise efforts by individuals within the company. Training and Development — programs that explain the connection between the company’s core products or services and the society at large, their value to the local community and ways in which employees can get involved in appropriate CSR projects would sustain and direct these initiatives. Legal — corporations must ensure that their business practices are legal. Obeying regulations helps protect consumers, who rely on a business to be truthful about the products it sells, and investors, who stand to lose profits if a company is penalized or shut down because of illegal practices. Economic —A company's economic responsibilities include being profitable in order to provide a return on investment to owners and shareholders, to create jobs in their communities and to contribute useful......

Words: 1466 - Pages: 6

Premium Essay

Annual Report

...October 21, 2011 Unilever Plc Current Recommendation Prior Recommendation Date of Last Change Current Price (10/20/11) Target Price (UL-NYSE) NEUTRAL Outperform 10/21/2011 $32.72 $34.00 SUMMARY We have downgraded our recommendation on Unilever to Neutral from Outperform. The company posted robust first half 2011 earnings of $1.08 per share, surpassing the year-ago estimate by 10% on the back of improved volumes despite price increases. Further, the emerging markets business continues to deliver double digit growth. Management s recent organizational changes have also resulted in cost savings, which augurs well for future operating performance. Moreover, the company has a consistent record of returning cash to shareholders in terms of regular dividend payments. However, intense competition from other established players and exposure to unfavorable foreign currency translations undermines the company s future growth prospects and profitability. SUMMARY DATA 52-Week High 52-Week Low One-Year Return (%) Beta Average Daily Volume (sh) Shares Outstanding (mil) Market Capitalization ($mil) Short Interest Ratio (days) Institutional Ownership (%) Insider Ownership (%) Annual Cash Dividend Dividend Yield (%) 5-Yr. Historical Growth Rates Sales (%) Earnings Per Share (%) Dividend (%) P/E using TTM EPS P/E using 2011 Estimate P/E using 2012 Estimate Zacks Rank *: Short Term 1 3 months outlook * Definition / Disclosure on last page $34.30 $27.96 18.31 0.79 1,611,163......

Words: 2711 - Pages: 11

Free Essay

Marketing at Unilever

...Table of Contents 1 Marketing Analysis Unilever 1 Competition 1 Competitor Analysis 1 Benchmark 1 Competitor Strategy 2 Positioning 3 Segmentation and Targeting 3 Future Positioning 3 Positioning Map 3 Marketing Mix 4 Communication 4 Identifying the target audience 4 Determining the Communication Objectives 4 Designing a message 4 Choosing media 5 Collecting feedback 5 Conclusion 5 References 6 Marketing Analysis Unilever In this report is to seen the marketing analysis for the product probiotic milk. Flora Pro-Activ Probiotic milk exists and being sold in many countries except for the Netherlands and Belgium and some other European countries. The choosen country is Belgium. Food and Agriculture Organization of the United Nations (FAO) defines probiotics as "living microorganisms, which, when administered in adequate amounts, confer a health benefit on the host. Probiotics add friendly bacteria to our digestive system, improving absorption of nutrients and vitamins.(FAO, 2014) Improved absorption means good digestion, which allows our body to get the most nutritional value from the foods we eat and helps to regulate our digestive system. Also yoghurt contains good bacteria’s but not all of them reach our gut. The global probiotic market will approach $30 billion in 2015. (Ramharack, Michigan University, 2014) Competition Competitor Analysis Unilever’s biggest competitor in probiotic drink is Danone. Danone has several brands......

Words: 2189 - Pages: 9

Free Essay

Corporate Social Responsibility of Unilever

...Unilever Corporate Crimes Promoting Consumerism Misleading marketing Market domination Procter&Gamble and Unilever reach agreement Pushing the neoliberal agenda and spreading false information Exploiting -relatively cheap- resources in the Third World Promoting unsustainable agriculture Environmental pollution 9. Using consumerism to ‘eradicate’ poverty Taking public space/barring imagination Collaboration with oppressive regimes Hypocritical Health Campaign induced by Self-Interest Excessive Pay Management 1. Promoting consumerism Unilever spends a lot of energy and money on marketing and commercialisation of consumer products all over the world (‘Paint the World Yellow’ – the Lipton marketing campaign which provide everything with the Lipton Logo, from surfboards to Chevrolets—was a tremendous success, according to Unilever. It created a much bigger Lipton Logo awareness amongst consumers.) Since the Northern consumer market is saturated (so not much room left for expansion of market shares) Unilever aims at maximising the processing of food, which means adding value to ‘improve’ products and then charge more for these products. Unilever changes the product only slightly (e.g. strawberry toothpaste), or just changes the visual language in order to sell exactly the same product. Naturally this process involves heavy advertising. Many of the ‘improved’ products are basically useless, and there is no demand for them (the demand is being manufactured by......

Words: 4805 - Pages: 20

Free Essay

The Steel Industry

...PESTEL ANALYSIS: A REPORT ON UNILEVER Uhomhoabhi Fredrick Albert Codewit Publications, Helsinki, Finland, http://www.publications.codewit.com May 14, 2008 INTRODUCTION TO THE COMPANY The Fast Moving Consumer Goods (FMCG) environment is rapidly changing. Especially, the increasing popularity of line extensions seems to depend on advantages inherent in brand leveraging. FMCG manufacturers go into R&D in order to come up with the product that best satisfy consumers because customers become more critical about attaching themselves to a particular brand. They will also like to buy less expensive product due to current economic tide. Unilever is one of the biggest Fast Moving Consumer Good (FMCG) companies in the world. I have always been inquisitive about Unilever’s operations because I use some of its products, even right from childhood. This together with the current environmental challenges being faced by FMCG manufacturers motivated me to find out about Unilever’s operations and the current challenges it faces in the volatile business environment. Unilever was founded in 1930 through merger by the British, Lever Brother; and the Dutch, Margarine Unie; now Unilever PLC in London, U.K and Unilever N.V in Rotterdam, Netherlands respectively. In 1872 before the merger, Jurgens and Van den Bergh, the Dutch, built factory in Netherlands for the production of Margarine made from milk and fact. In 1927, they formed Margarine Unie (margarine Union) together with two European......

Words: 5382 - Pages: 22

Premium Essay

Brand Equity

...XYZ Group and our aim is to develop a Global Strategic Marketing Plan for three years for Unilever Company.Unilever is the British/Dutch jointly owned multinational consumer goods manufacturer. The Mission statement is deduced from the case study and stated to give a clear picture and guide to the global marketing plan for Unilever. The paper will assess the changes taking place in the company’s environment and how these changes will affect Company. To do this we will examine the Macro-environment, Microenvironment. SWOT analysis and financial analysis will be carried out on the company’s external and internal environment. Corporate Objectives will also be stated to indicate the future of Unilever Company. Marketing Audit, Internal analysis, Critical success factors, Segmentation, Targeting will be analysed to find the position of Unilever Company in the foods, home and personal care retail industry. Different Growth strategies, Marketing Mix strategies and Competition Strategies will also be analysed to assess their suitability and fit to the Marketing Objectives of the company. The Marketing Budget will be drawn to know how much will be spent and what time in order to achieve the objectives of Company. The plan will also provide guidance for the implementation of the chosen strategic choices undertaken by the company. PESTLE ANALYSIS POLITICAL & LEGAL Unilever operates in both developed and developing countries worldwide where the political......

Words: 6983 - Pages: 28

Free Essay

Business and Management

...Reinaldo (1340000784) Talita Anggreni (1340001023) TABLE OF CONTENT WHAT LIES BENEATH THE BEAUTY 1 CHAPTER 1 BACKGROUND: UNILEVER 2 1.1 Company Background: Unilever 2 1.2 Overview of Unilever Indonesia 3 1.3 Unilever Indonesia Foundation 3 1.4 Overview of Dove Products 4 1.5 Environmental Record 5 CHAPTER 2 CASE STUDY: UNILEVER VS GREENPEACE 7 2.1 Indonesia Palm Oil Plantation 7 2.2 Unilever Palm Oil Suppliers 11 2.3 Environment Destruction Caused by Palm Oil Plantations 14 2.3.1 Deforestation 15 2.3.2 Destruction of Orang Utan Habitat 17 2.4 The Impact to Unilever 18 CHAPTER 3 CASE ANALYSIS 19 3.1 Ethical Theory 19 3.1.1 The Stockholder Theory 19 3.1.2 The Stakeholder Theory 20 3.1.3 The Social Contract Theory 20 3.2 Triple Bottom Line 21 3.2.1 People 21 3.2.2 Planet 22 3.2.3 Profit 22 3.3 Environmental Issues of Business Ethics 22 3.3.1 Business and Ecology 23 3.3.2 The Ethics of Environmental Protection 24 3.3.3 Who Should Pay the Cost of Environmental Damage 24 3.3.4 Regulation 24 3.3.5 The Value of Nature 24 3.4 Ethical Issues 25 3.4.1 Environment Destruction 26 3.4.2 Violating the RSPOs Principles 28 3.4.3 Unilever Failure of Screening its Suppliers’ Code of Conduct 30 3.4.4 Government Neglect of the Environment Issue 30 CHAPTER 4 CONCLUSION AND RECOMMENDATION 32 APPENDIX 1 Climate and Biodiversity Impacts of Unilever Palm Oil Suppliers in Kalimantan 35 APPENDIX 2 Dove Onslaugt(er) Video Capture 36 APPENDIX 3 Picture of People......

Words: 11225 - Pages: 45

Premium Essay

Marketing Report on Unilever

...SYEDA FAIZA BATOOL MBE-09-09 MBA *(EVENING)* 2*ND*SEMESTER SESSION 2009-2012 {draw:frame} PREFACE This report focuses on unilever marketing strategies its environment, its competitive strategies product and marketing factors. We designed a report to provide a brief description about its marketing mix and its major competitors in Pakistan. In addition to these we add a research survey base on unilever. We all have tried to our level best to fulfill all the requirements mentioned to us and now it is up to the reader to read carefully and understand what we want to communicate. This report provides a brief knowledge about unilever. Acknowledgment My first foremost humble and gratitude thanks to ALLAH the almighty for giving me the velour to remain dedicate to make this report. This underlying form term report is based on the analysis of different marketing mix function of unilever applied on sunsilk. In making this report we collect data from publication, internet, magazines and official person. Executive summary The summery of this report is that in this report we describes the history , mission , vision, purpose, their total brand in Pakistan and how company manage these brands for segmentation, targeting , and positioning. This report tells us that how company selects their segmentation, targeting and positioning strategy for a specific product Sunsilk shampoo. This report tells that what are the pricing, promotion,...

Words: 3240 - Pages: 13

Premium Essay

Marketing Strategy of Unilever Bd

... 1.1 Introduction Unilever is a multi-national corporation, formed of Anglo-Dutch parentage that owns many of the world's consumer product brands in foods, beverages, cleaning agents and personal care products. Unilever employs nearly 180,000 people and had worldwide revenue of almost €40 billion in 2005. Unilever is a dual-listed company consisting of Unilever NV in Rotterdam, Netherlands and Unilever PLC in London, England. This arrangement is similar to that of Reed Elsevier and that of Royal Dutch Shell prior to their unified structure. Both Unilever companies have the same directors and effectively operate as a single business. The current non-executive Chairman of Unilever N.V. and PLC is Michael Treschow while Patrick Cescau is Group Chief Executive, who will retire at the end of 2014. Mr Paul Polman will succeed Patrick Cescau as Group Chief Executive. The company is widely listed on the world's stock exchanges. 1.2 Origin of report Since practical orientation is an integral part of the MBA program, I tried to expose real life performance of Unilever by preparing this report. To prepare this report I have come across with different information of the Unilever. From the collected information I understand the company’s activities in the market as Unilever as in their internal preparation for marketing and others activities. I expect that this report will fulfill the requirement of MBA program and provide a clear idea about the Unilever activities and......

Words: 20044 - Pages: 81

Premium Essay

Unilever

...Introduction Unilever is a multi-national corporation, formed of Anglo-Dutch parentage that owns many of the world’s consumer product brands in foods, beverages, cleaning agents and personal care products. Unilever employs nearly 180,000 people and had worldwide revenue of almost €40 billion in 2005. Unilever is a dual-listed company consisting of UnileverNV in Rotterdam, Netherlands and Unilever PLC in London, England. This arrangement is similar to that of Reed Elsevier and that of Royal Dutch Shell prior to their unified structure. Both Unilever companies have the same directors and effectively operate as a single business. The current non-executive Chairman of Unilever N.V. and PLC is Michael Treschow while Patrick Cescau is Group Chief Executive, who will retire at the end of 2008. Mr Paul Polman will succeed Patrick Cescau as Group Chief Executive. The company is widely listed on the world’s stock exchanges. 1.2 Origin of report Since practical orientation is an integral part of the BBA program, I tried to expose real life performance of Uniliver by preparing this  report. To prepare this report I have come across with different information of the Uniliver. From 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 expect that this report will fulfill the requirement of BBA program and provide a clear idea about the Uniliver activities and other......

Words: 19567 - Pages: 79

Premium Essay

Unilever in Brazil

...504-009-1 04/2004-5188 Unilever in Brazil: Marketing Strategies for LowIncome Consumers This case was prepared by Pedro Pacheco Guimaraes, INSEAD MBA 2003, and Pierre Chandon, Assistant Professor of Marketing at INSEAD, as the basis for class discussion rather than to illustrate either effective or ineffective handling of an administrative situation. We thank Laercio Cardoso and Robert Davidson from Unilever Brazil for making this case possible. We also thank Fernando Machado (INSEAD MBA 2003), Mauricio Mittelman (INSEAD PhD Student), and Luca Lattanzi (INSEAD Executive MBA 2004) for their comments. Copyright © 2004 INSEAD, Fontainebleau, France. PERMISSION. N.B. PLEASE NOTE THAT DETAILS OF ORDERING SE EU INSEAD CASES ARE FOUND ON THE BACK COVER. COPIES MAY NOT BE MADE WITHOUT RING HOU SE CL Distributed by The European Case Clearing House, England and USA. North America, phone: +1 781 239 5884, fax: +1 781 239 5885, e-mail: ECCHBabson@aol.com. Rest of the World, phone: +44 (0)1234 750903, fax: +44 (0)1234 751125, e-mail: ECCH@cranfield.ac.uk. All rights reserved. Printed in UK and USA. Web Site: http://www.ecch.cranfield.ac.uk. EA RO PEAN CA 504-009-1 INSEAD 1 5188 After three successful years in the Personal Care division of Unilever in Pakistan, Laercio Cardoso was contemplating an attractive leadership position in China when he received a phone call from Robert Davidson, Head of Unilever’s Home Care division...

Words: 4648 - Pages: 19

Premium Essay

Marketing Research Australian Ice Cream

...section mainly focuses on a major company in the Australian Market. Unilever was chosen due to their popularity in Australia with famous Ice Cream brand, Streets, which has been in business for more than 80 years. This section gives an overview about the background and history of Unilever, some information about their mission statement and an analysis on their strengths, weaknesses, opportunities and threats. 2. Introduction This report describes the Australian Ice Cream Industry, giving statistic, details on the market size, as well as the market growth of the Industry within 5 years from 2005 to 2009. The Report also gives the information, background and history about Unilever, one of the biggest multinational company in the world, owning Streets, the famous ice cream brand in the Australian market. Unilever’s operations, mission statement and SWOT Analysis are reviewed in this report as well. II. Industry history and Market background - 1907, Peters Ice Cream was founded by American migrant Fred Peters (Peters Ice Cream Website 2015). - 1910, Bulla Cream Company was established in Melbourne suburb by Thomas Sloan (Bulla Dairy Foods Website 2015). - 1911, Fred Peters opened his first major factory in Redfern, New South Wales. At that time, it was the largest ice cream factory in the world (Australian Food History Timeline 2015). - 1930s, Streets, brand which owned by multi-national company Unilever, was founded in New South Wales by Edwin ‘Ted’ Street......

Words: 5012 - Pages: 21

Premium Essay

Dannone Marketing Plan

...packaged consumer goods, Unilever operated in the food, home, and personal care sectors of the economy. Eleven of its brands had annual revenues globally of over $1 billion. billion: Knorr, Surf, Lipton, Omo, Sunsilk, Dove, Blue Band, Lux, Hellmann’s, Becel, and the Heartbrand logo, a visual identifier on ice cream products. Other brands included Pond’s, Suave, Vaseline, Axe, Snuggle, Bertolli, Ragu, Ben and Jerry’s, and Slim-Fast. With annual revenues of $50 billion, Unilever compared in size to Nestle ($69 billion), Procter and Gamble ($68 billion), and Kraft Foods ($34 billion.) * Introduction In February 2000 Unilever embarked on a five-year strategic initiative called “Path to Growth.” An important part of this initiative was a plan to winnow its more than 1,600 brands down to 400. Among the surviving brands, a small number would be selected as “Masterbrands,” and mandated to serve as umbrella identities over a range of product forms. Previously Unilever had managed brands in a relatively decentralized fashion, allowing direction to be set by brand managers in each of the geographic regions in which the brand was marketed. Now, for the first time, there would be a global brand unit for each Masterbrand, entrusted with responsibility for creating its global vision and charged with inspiring cooperation from all geographic markets * Market/Customer 1. products sold in over 190 countries. More than 2 billion consumers worldwide use a Unilever product on any......

Words: 4113 - Pages: 17

Premium Essay

Corporate Social Responsibilty

...Haircare etc The Unilever Company Unilever is an Anglo-Dutch multinational corporation that owns many of the world's consumer product brands in foods, beverages, cleaning agents and personal care products. Unilever was created in 1930 by the merger of the operations of British soap maker Lever Brothers and Dutch margarine producer Margarine Unie, and so become Unilever Unilever has grown in remarkable way touching its revenues to €39,823 million (2009) It directly employs 163,000 (2010) people and sells products in 170 countries worldwide, also supporting the jobs of thousands of suppliers, contractors and distributors. Out of more than 400 brands spanning over 14 categories of home, personal care and foods products, no other company touches so many people's lives in so many different ways Some of the famous brands owned by Unilever are as follows; In Food products; Becel / Flora heart-healthy products, Heartbrand ice creams, Knorr a trusted and popular brand, Hellmann's the world's #1 mayonnaise brand, In Personal care category; Dove, Lifebuoy, Lux, Pond's, Rexona's, Sunsilk, Vaseline. In Home care brands; Comfort, Radiant, Surf, are among the prestige brands of company Model of corporate social responsibility Philanthropic Contributions At unilever company Corporate Social responsibility is taken as serious key factor of growth. Unilever donated $500,000 to United Nations World Food Programme for relief aid to Haiti earthquake victims. Unilever continues......

Words: 2590 - Pages: 11

Free Essay

Unilever

...“Coping strategies Adopted by unilever In Pakistan to Overcome the World wide Economic crisis in International Business.” Letter of Authorization This research report on “Coping strategies adopted by unilever in Pakistan to overcome the world wide economic crisis in International Business.” was assigned by international business analysis course instructor, Sir Arshad Husain. The matter presented for reader in this report is authorized by our course instructor. Letter of transmittal We would like to request to our course instructor Mr. Arshad Husain to kindly accept this report and take into consideration to research work that we have accomplished according to course requirement of preparing a term report on “Coping strategies adopted by unilever in Pakistan to overcome the world wide economic crisis in International Business.” in order to have a better understanding of the practical implications of international business analysis ACKNOWLEDGEMENTS: This report has contributed a major accumulation to our knowledge of the topic. We are Thankful to Allah for making it possible for us, and to our course instructor who supported us throughout this research We are also thankful to the management of Lever Brothers Pakistan Limited, RF, especially Mr. Shahzeb Mehmood who provided useful guidance and information for understanding the practical work of the organization to understand the global presence of Unilever Company. TABLE OF CONTENTS EXECUTIVE......

Words: 11139 - Pages: 45