A COMPREHENSIVE ANALYSIS OF UNILEVER BUINESS
ENVIRONMENT
PREPARED BY
IDOWU BASHIRU OLALEKAN
TO THE DEPARTMENT OF INTERNATIONAL PROJECT
MANAGEMENT
RANEPA ACADEMY, 2023
UNILEVER EXECUTIVE SUMMARY
Unilever has ambitious plans for long-term growth and a strong sense of social responsibility to
add vitality to consumers' lives through three tools: cost-cutting with efficiency, marketing
innovation, and profitable volume growth. Unilever's regional markets account for a large portion
of its sales, and the company is attempting to strengthen its presence in these markets and double
its business. Its strengths include a diverse brand portfolio, a strong supply chain with low lead
time and cost, global brand recognition, and exceptional management and human resources. Its
major flaws are: less direct consumer contact, slow sales growth in emerging markets, declining
revenue, and absence in premium markets. According to the study, some of Unilever's major
threats include: strong competition from local and multinational corporations, a complex
organizational structure, and a more challenging business environment. Despite these flaws and
threats, it also has some significant opportunities to maintain and expand its business using its
strengths. These opportunities include rising demand for healthy products, developing markets that
are expected to expand, and rising demand for products for the elderly.
Unilever has nearly 400 brands in over 100 countries and regions around the world. Based on their
features and value propositions, each brand has a unique market segmentation. To ensure TQM, it
takes into account all quality measures taken at all levels and involves all company employees.
Unilever is a well-known brand all over the world. Unilever's brands each have their own branding
strategy, but they all share the Unilever logo, design, ideology, and message. Its logo contains 25
icons that represent the importance of each of Unilever's 400 brands. In 2012, marketing budgeting
and investment were at their peak. In 2014, the investment was $12.07 billion USD, with a 14.8%
return on investment. Because the majority of Unilever's target consumers are in the upper middle
to lower income brackets, the price range of most products remains in the low to mid-price range.
Unilever needs to focus on e-commerce for Omni-channel efficiency, increase its focus on digital
marketing and social media, create separate brands to enter the premium personal care products
market, use eco-friendly product packaging, and diversify its business into other markets if it wants
to be more successful.
THE UNILEVER MARKETING MANAGEMENT
Unilever's annual sales now exceed €1 billion, with 400 brands worldwide covering foods, home
and personal care, and long-standing social missions. With significant growth in developing and
emerging markets, rising consumer interest in sustainability, and the dawn of the digital revolution,
the challenge for marketing executives is to identify trends, patterns in consumer behavior, and
opportunities for innovation in order to reach consumers in real time and keep brands distinct.
Unilever's marketing management responsibilities are vast. Focusing on Understanding, creating,
and building demand requires excellent marketing management. Marketers are responsible for
determining where consumers are and where they are going so that Unilever can engage with them
where they are seeing and engaging with various brands.
VISION
“Double the size of the business, while reducing environmental footprint and increasing
positive social impact and determination to build a sustainable business for the long
term.”
MISSION
"Our vitality mission will focus our brands on meeting consumer needs arising from the world's
most pressing issues today: aging populations, urbanization, changing diets and lifestyles."
UNILEVER BUSINESS PLAN AND STRATEGY
Unilever's business strategy is to ensure sustainable living for all through its brands, people, and
operations. Unilever offers three tools to achieve sustainable living. They are as follows: cost
reduction and efficiency, investment in innovation and marketing, and profitable volume growth.
Unilever intends to concentrate on R&D and innovation in order to develop new and improved
products that will be supported by marketing in order to build even stronger brands that will drive
sales volume growth. Unilever's business plan is as follows.
THE UNILEVER BUISNESS PLAN
THE CORPORATE STRTEGY OG UNILEVER
To achieve its sustainable living plan, Unilever's goal is to double the size of its business in the
personal and home care, food and beverage sectors through improved sales and strong brand
preference.
THE UNILEVER ANALYSIS USING SWOT
Analyzing the overall evolution and projection of the company’s Strengths, Weakness,
opportunities, and Threats analysis. The is the ultimate is the way of evaluating and
accessing the direct (internal) and e x ternal(indirect) marketing environment.
WEAKNESSES
STRENGTHS
1. The company Brands are globally
Recognised by all consumers
2. Unilever has good
and Strong
portfolio brands in all segments
3. Adequate supply chain allows efficient lead
and
inefficient
directly communication and
connection with customers
2. The controls of over 400 brands
difficult to manage
time andcost
4. Economies of scale
decreasing at the cost
1. Inadequate
of the company keep
5. The company has big investment on Research
and Development
6. Adequate and Excellent marketing and
3. The company does not have premium
markets
4. Decrease in sales growth at new
emerging markets
5. Colossal decrease in revenues
human management
Opportunities
Threats
1. Strong competition from local and
1. Increasing need for healthy products
creating demand
2. Developing markets are expected to grow
3. Personal Care segment may become more
customized
4. Product for aging population may see
increase in demand
MNCs
2. Competition in getting store space
increasing
3. Tougher Business Climate
4. Complex Organisational Structure
5. Niche brands gaining favour
6. Industry consolidation
THE UNILEVER PESTEL ANALYSIS
This is a comprehensive analysis framework or business tool used by marketers to scientifically
monitor external marketing environment factors and influences that have the potential to impact a
business or organization.
Political
Economics
1. Comply and adhere with any sanctions or
restrictions imposed on the usage of user content
2. Disclose
and
make
available
in
1. Economic recession or slowdown
resulting in decreased sales
Unilever
application through a privacy policy
3. New Tax or tariff imposed by existing
government authority
2. Inflation raises COGS
3. Exchange rate volatility increases
the risk of low profitability.
4. Political adjustable instability endanger business 4. A higher interest rate on future debt
Social
Technologica
l
1. Technology advances driving up
Population development and growth enhances demand
sales
Improving one's health and happiness
2.
Low consumer literacy in emerging markets has an
impact on marketing campaigns
Transformation in beauty and nutrition
obsolete due to technological change
Current
technology
becomes
3. Invest in new technology upgrades
perceptions
4. Increased cost effectiveness
Environmental
1. Unilever brands production could harm the
environment
Legal
1. Failure to attain exclusive on certain
warranties, hindered liability for
accidental damage.
Tea and other seasonal production may be
negatively impacted by climate change.
Polluted water may increase demand for
Pureit which is one of the brand products
Inability to attain sustainable goals objectives
2. Exploring the maximum utilization
of the brands acceptable by law
3. Tougher and strict business obligations
to fulfil
4. Trade
Association
inefficiency
prompting
THE MICHAEL PORTER’S UNILEVER FIVE FORCES
The Porter five forces comprehensive analysis is a managerial tool that analyze the
competition level among the related industry and business strategy development.
SUPPIER’S POWER
1. Rate increment by
suppliers
2. Innovating
false
artificial
scarcity
materials
3. Complexity
and
of
and
multiplier in logistics
and supplychain
4. Enhancing in lead time
THREAT OF NEW
THREAT OF
ENTRANTS
1. Substitute
SUBSTITUTES
brands
product by the new entrants
2. Cost advantage by new
1. Increasing of switching
Rivalry
possibility
2. Price competition results in
entrants
3. Big
and
competition
4. Making
decreasing price
complex
3. Decreasing sales
4. Competition in mind
Unilever
losing brand coreadventure
positioning
5. Switching to low cost
BUYER POWER
DEGREE OF RIVALRY
1. Low exit barriers
1. Consumers
preferring
better quality products
2. Customer
more
knowledgeable now
3. Customer
preferring
new buying method
4. Brand loyalty needs
more time to develop
2. More industry growth
3. Different
product
offerings
4. Competition
for
store
space
5. Difficulty
unique brand
in
creating
Corporate Social Responsibility
Unilever is involved in various CSR activities to address various global challenges by taking local
approaches which they call a “Multi Local Multinational Approach.” The CSR activities of
Unilever is closely attached to their sustainable development as they continue to work on
sustainable agriculture, fisheries, water stewardship, and reducing carbon footprint. Unilever
Lifebuoy Campaign Reduces Diarrhoea from 36% to 5% in many villages of 14 countries. In 1996,
Unilever joined with WWF to find a solution to the global fish crisis. Unilever South Africa
actively works to protect lakes in Africa. Thus Unilever is always helping society which as a result
boosts it positive brand image.
Marketing Strategy
Collaboration on strategy development is a massive undertaking for Unilever, especially given that
it is the world's second largest advertiser, with two billion people in 180 markets. Unilever bases its
marketing strategy on three key peelers. They are3 Key Peelers of Marketing of Unilever
The first pillar is titled "Putting People First," and it states that everything Unilever does is
done with the intention of putting people first. Unilever talks about real people with real lives,
needs, and dreams rather than customers or consumers.
Brands that are indispensable: Unilever strives to create brands that consumers cannot live
without. Unilever's brands all have a clear objective and viewpoint.
Magical experiences: The method by which Unilever builds brands involves unlocking the
emotion and sharing in those magical brand experiences throughout the entire path to purchase
and throughout the entire consumer journey.
The Marketing Concept
An organization like Unilever is built on a solid culture and employer brand. It would be simple
for each brand to have their own distinctive culture and marketing, with little overlap between
them, given the wide variety of products and brands that are available in the many markets that
they serve. But that isn't the case because each brand within Unilever is built upon the guiding
principle of purpose. Unilever's marketing strategy is strongly target-driven, not purpose-driven.
And Unilever's HR has a significant role in it. Unilever has a very straightforward guiding
principle: By uniting people and brands around a common goal, regular people can accomplish
extraordinary things. Making jobs more about the why—as in, why each person does what they
do—replaces the what and how, as in what the person will be doing and how much money they'll
make.
Using market segments
In numerous nations and regions around the world, Unilever has almost 400 brands. Based on their
features and value propositions, all of the brands are divided into various market segments. There
are four ways to segment the market:
1. Geographic
2. Demographic
3. Psychographic
4. Behavioral
MARKETING MIX (4+3 =7P) AND THE CUSTOMER
Nearly 400 brands are distributed by Unilever in numerous nations and geographical areas. Dove,
Lux, Knorr, Surf Excel, Rexona, Lipton, and other well-known brands are some of the biggest
ones. According to the features and value propositions of each brand, the market is segmented
differently. Depending on what kind of product it is, prices change. Almost every marketing tool
at their disposal is used by Unilever. Unilever's goods are sold in more than 150 nations. The
Unilever logo, design, ideology, and message are shared by all of the company's brands, despite
each having its own unique branding strategy. Every significant facet of Unilever's 400 brands is
represented by 25 icons in the company's logo. With a sizable network of distributors and retailers,
Unilever has over 170000 employees working for it globally. Plastic makes up the majority of
Unilever products.
THE PICTORIAL OF THE 4C
Value Chain Model
The process or actions by which a business adds value to an item, including production, marketing,
and the provision of after-sales service, is known as the value chain.
THE VALUE CHAIN
Total Quality Management
The goal of total quality management (TQM), a management strategy, is to raise performance and
quality levels so that the business can meet or exceed customer expectations and succeed over the
long term. This can be done by all organization members working to improve the organization's
procedures, goods, services, and corporate culture. Managing quality design and development,
quality control and maintenance, quality improvement, and quality assurance are all part of Unilever's
total quality management strategy. It incorporates every quality control measure implemented across
all organizational levels and involving all staff members.
The three words Total Quality Management, which Unilever uses as a phrase, can mean any of the
following:
Total – encapsulating the entire company,
Quality – together with all the complexities to be listed and to be defined
Management – the main structure through managing the following somesteps to
include Planning, Organizing, Controlling, Leading, Staffing.
TQM in Unilever necessitates a shift in perspective toward process thinking. They understand that
everything they do is a step in a process. Their attention shifts from managing outcomes to managing
and improving processes; from what to do to how to do the processes better. The definition of quality
performance is broadened to include the functionality of each process component and how they
interact with one another. Additionally, process improvement concentrates on continuously achieving
the greatest potential benefit for their clients.
The following are the main elements that affect and guarantee Total Quality Management at Unilever.
Executive Management: Their Top Management is the main force behind TQM and establishes
the conditions for its success.
Training: Unilever provides regular training to its staff on quality concepts and methods.
Focus on the customer: They make quality improvements that boost customer satisfaction.
They base their decisions on measurements when it comes to quality.
Methodology and Tools: They employ the proper methodology and tools to guarantee that nonconformances are recognized, measured, and addressed in a consistent manner.
Unilever is constantly working to improve its manufacturing and quality control processes.
Company Culture: Unilever's culture aims to strengthen teamwork among employees so that
quality can be improved.
Employee Involvement: Unilever employees are urged to take the initiative in identifying and
fixing quality-related issues.
BRAND & BRANDING
A brand is a name, term, sign, symbol, design, or combination of these things used to
identify and set one seller's products or services apart from those of rivals.
Everyone is familiar with the brand Unilever on a global scale. This is due to Unilever's
strict policies regarding the use of its logo and other symbols, patterns, and so forth.
Unilever's brands all have unique branding strategies, but they all share the same logo,
message, and ideologies.
Unilever's logo serves as a visual representation of their commitment to normalizing
sustainable living. Each icon represents a different aspect of our work to normalize
sustainable living and has a deep meaning at its core.
Unilever is represented by the large blue "U" in our logo. Each of its 25 icons stands for a
significant aspect of Unilever. Every single one of the tiny icons has a purpose, from a lock
of hair representing our shampoo brands to a spoon, an ice cream, a jar, a tea leaf, a hand,
and much more.
Unilever's brands
Approximately 400 of Unilever's brands are active worldwide. Four categories can be used
to group together all the brands. These are
Category of
the Brands
Personal Brand Care
Home Brand Care
Major of the
Brands
Lux, Dove, Lifebuoy, Axe, Fair & Lovely, Rexona, Sunsilk,
Aviance etc.
Surf Excel, Comfort, Vim, Cif, Drive, Puro, Persil etc.
The Food Brands and Flora, Bule Band, Becel, Lipton, Magnum Knorr, Pure It etc.
Drinks
THE FIVE M’S OF ADVERTISEMENT
The analysis five “M” of advertising are for a new product launch proposal from Unilever in
Bangladesh for the "Ben & Jerry" ice cream brand. The ice cream market in Bangladesh already
generates 20,000,000,000 BDT annually. Which is also anticipated to grow well in the future?
Unilever's well-known "Ben & Jerry" ice cream brand has a long history of commercial success
and a devoted following of consumers. Its slogan is "Ice cream makes you happy," and its point
of differentiation is the use of real ingredients, like fruits, in the ice cream. The goal is to increase
market share by 20% within the first year and by 50% within the third. 80 million BDT will be
needed for marketing expenses, of which 40 million BDT will go toward TV commercials and
print media, 30 million toward event sponsorship, and 10 million toward other expenses. The
effectiveness of advertising can be evaluated using a number of techniques, including Neilsen's
Consumer Neuroscience, Radio Airplay, Online Streaming, and Digital Ad Ratings.
MASS MARKETING COMMUNICATION
Unilever uses a variety of platforms, intermediaries, and media for marketing and promotion.
Print, radio, television, POSM, retailers, distributors, etc. are examples of traditional media,
whereas online media include things like e-commerce, social media, search engine marketing, etc.
Unilever is refocusing its attention from traditional media to contemporary phenomena like social
media. Social media offers a fantastic opportunity to engage customers with brands as more and
more people use them. Unilever's main goal is to develop an Omni-channel marketing strategy for
the business so that customers can interact with it from wherever they want to make a purchase.
Marketing Channels of The Unilever
SPORTS, SPONSOR AND EVENTS PERFORMANCES, COMMUNITY EVENTS
Sports, artistic performances, community events, and programs to raise social awareness are just a few of the e
Additionally, Unilever organizes a lot of events. Unilever's various brands are typically known for sponsoring specif
collaborates with other businesses to promote events. All of Unilever's sponsorship activities must align with c
development plan.
Public relation AND Government Lobbying
Numerous Public relations firms are in charge of managing Unilever's public relations. The majority of
Unilever's global brands' PR duties have been assumed by GolinHarris, a sizable public relations agency with
more than 50 years of experience. In addition to Clear and Lux in China, it is in charge of Magnum, Cornetto,
and Lux in Singapore. It also produces Lipton globally. In all major markets, including South America,
Europe, Asia, North America, and ASIA, Halpern has been hired as the global PR agency for Dove
Men+Care Deo. Unilever's various brands are managed in the USA by M-Booth and Associates, Fenton, etc.
Unilever actively engages in lobbying on issues related to taxes, consumer product safety, the chemical
industry, and agriculture. Confederation of British Industry (CBI), British Chamber of Commerce (BCC),
and others are the country's main lobbying organizations. Other lobbying organizations in Europe include
the European Roundtable of Industrialists, the European Association for Bioindustries, etc. One of Unilever's
largest and most significant international corporate-state alliances is undoubtedly the Transatlantic Business
Dialogue. Unilever also has alliances with the Bilderberg Group, the International Chamber of Commerce,
and other organizations.
The Corporate Social Responsibility
With the help of local strategies they refer to as a "Multi Local Multinational Approach," Unilever engages
in a variety of CSR initiatives to address various global challenges. Unilever continues to work on sustainable
fisheries, agriculture, water stewardship, and carbon footprint reduction, all of which are closely related to
their CSR activities. The Unilever Lifebuoy Campaign decreased diarrhea from 36% to 5% in many villages
across 14 different countries. To address the global fish crisis, Unilever partnered with WWF in 1996.
Protecting African lakes is a priority for Unilever South Africa. Because Unilever is constantly contributing
to society, its reputation as a good company is enhanced.
The Budget and Expenditure
Among the top five global advertisers, Unilever spends the most money on advertising. The television ad
segment predominates Unilever's advertising spending. Following that is the cost of print media. Unilever
increased its worldwide advertising budget by nearly 20% in 2012. Unilever, on the other hand,
concentrated on lowering costs while utilizing economies of scale, more effective media use, etc. to reach
more consumers. Due to lower overheads in 2015, the core operating margin increased by 0.4 percentage
points even though brand and marketing spending remained at 14.8% of total revenue.
Brand and Marketing Investment of Unilever
Pricing Strategy of Unilever
Most of the products of Unilever fall under low to mid-price range. One of the main strategies
of Unilever is to attract buyers by offering low price products like Fair & Lovely in the
emerging markets. In entering the emerging-country market Unilever prepare to compete on
the basis of low prices. Unilever pursued this strategy becauseconsumers in emerging markets
are often highly focused on price, which can give low-cost local competitors the edge unless a
company can find ways to attract buyers with bargain prices as well as better products. But
recently for well stablished brands Unilever is increasing price by offering new values in the
products especially for their
personal care brands.
Break-even analysis of Unilever
The amount of revenue or units sold needed to cover all costs is known as the break-even point (BEP), also
known as the break-even level. Zero dollars are made overall at break-even. Only when a business's prices
exceed its variable costs per unit can it achieve break-even. The primary goal of break-even analysis is to
identify the minimum output that must be exceeded in order to turn a profit. Data from 2012 through 2014
will be taken into consideration for Unilever. To determine the break-even point, units will be used.
Assumption,
Price per unit in 2014= $6.25 Variable
cost per unit in 2014= $3.13Fixed cost =
$3000 million
So, Break even Volume in 2014 = fixed cost/ (price-variable cost)
= $3000 million/($6.25-$3.13)
= 3347 million units
2010
2011
2012
2013
2014
Total Fixed cost
30000
30000
30000
30000
30000
Total Variable cost
10017
12123
14340
12270
10460
Total cost
20034
24246
28680
24540
20920
Variable per unit
2.50
2.63
2.75
3.00
3.13
Price per unit
5.00
5.25
5.50
6.00
6.25
Break Even Sales Unit
4007
4618
5215
4090
3347
***Values are in million
Break-Even Point
As it was seen Unilever needed to sell 3347 million units, or $20920 million in sales revenue,
in order to break even, as can be seen. Unilever passed its breakeven point in 2014 after
achieving revenue of over USD 5000 million remained in the revenue zone in 2014
and.
RECOMMENDATION
The suggestions on various topics where Unilever can either improve or take new initiatives to grow further
are listed below.
More focus on digital marketing and Social media
Technology is evolving, and Unilever must adapt with new digital media platforms for their
marketing strategy. Unilever's CMO Keith Weed acknowledged that fewer people now follow
traditional media outlets and that it is becoming more challenging to reach customers through
these outlets. It is crucial that Unilever places an increasing amount of emphasis on new digital
platforms like mobile, social networks, blogs, etc. Through social networks, Unilever needs to
involve consumers in a variety of activities involving its various brands. Unilever ought to
organize various activities that will entice people to take part in them.. The events' themes need
to align with a specific brand's core values. Unilever received praise for its effective social media
promotion of World Handwashing Day. In Bihar, which has a high mobile phone penetration rate
despite having the least amount of media access in all of India. In addition to providing free
entertainment for 15 minutes, the radio station created featured advertisements for Unilever
products. More than 8 million unique users visited the service in just six months, and the
advertisements were played more than 50 million times. All of Unilever's brands should have
independently run, verified pages for each country in which they are sold.
Social networks medium used by businesses
The Ecommerce website and online stores for Omni-channel efficiency
For its brands, Unilever should launch country-specific e-commerce sites in order to support its Omnichannel marketing and distribution strategy. Customers will be able to order any item on the e-commerce
site, and they will have the option of selecting the location where they want to make the purchase. Unilever
will then be able to better manage their distribution network. Since higher end products are not always
available in local stores where other Unilever products might be found, this will be more effective for
higher end products. These products' sales can grow thanks to the ecommerce ordering process, which will
also shorten waiting times.
PREMIUM FOR LUXURY PERSONAL CARE
Unilever's high-end personal care products are in short supply. There is an increasing need for upscale
personal care products to meet particular needs in many nations, including emerging markets. For its entry
into the personal care market, Unilever should establish distinct brands. It should be promoted
independently, and only be sold in upscale retailers. Additionally, the quality of the goods sold should be
reflected in the packaging.
Marketing change of Knorr to increase growth in South Asia
Growing Unilever depends heavily on the food division. A significant market for Knorr is
South Asia, which includes countries like Pakistan, Bangladesh, Sri Lanka, and India.
However, Unilever has not expected much better sales of Knorr in this area. Nestle's "Maggi"
brand has enjoyed tremendous success in the same area. Though Maggi's supply chain issues
were to blame for Knorr's initial strong sales performance. Sales of Knorr start to decline after
Maggi resolves their issues. The majority of people thought that the flavor of Knorr soups was
unappealing and tasteless, especially Bangladeshis who prefer spicy or Thai flavors over bland
ones. This is because Knorr has a savory bias that is not compatible with people from the
subcontinent. Additionally, there was a lack of knowledge regarding the concept of real chicken
and vegetables, which did not strongly stick in the minds of consumers. They eventually added
the Thai flavor, but it was already too late and Maggi was back. Knorr had little success, despite
running advertisements in Bangladesh. By emphasizing real ingredients, Knorr aimed to appeal
to mothers, while making humorous advertisements for children. However, the following are
things Knorr can do to boost sales.
The advertisement would be more well received by Bangladeshi mothers if Knorr hired a wellknown nutritionist or chef from Bangladesh to act in it.
The "Kung Fu Panda" cartoon is promoted on TV by Knorr, who has ties to the film. In addition to
offering stickers or small toys with its family-size packets of noodles, Knorr may introduce special Kung
Fu Panda-themed packets. The kids will be very drawn to this.
In the nations where the competing brands don't offer new foods like "Knorr Momo" or "Knorr
Spaghetti," Knorr should launch its own versions of these dishes.
Packaging for environmentally friendly goods
Reducing carbon footprint and conducting more eco-friendly business is one of Unilever's key sustainable
living objectives. Unilever can introduce environmentally friendly product packaging for their products
that won't be irreplaceable like plastic and bad for the environment in order to achieve the objective or
promote the idea. Additionally, it will enhance public perception of Unilever.
The Conclusion
One of the most well-known brands in the entire world, Unilever holds a valiant position. We,
along with the general public, are very familiar with Unilever Bangladesh Limited (UBL), but
through this analysis, we learn about some of its advantages and disadvantages. We have an
understanding of the renowned Unilever's strengths, weaknesses, as well as its PESTEL and
SWOT analysis from the overall study of the company. They uphold a value chain that plays a
special role in the accomplishments. They continue to run an effective campaign. We can
conclude that activation campaigns do have an effect on consumers' purchasing behavior based
on the analysis done above. These campaigns not only help to raise awareness among the
targeted audience, but they also aid in spreading a newly or modified positioning statement.
Excellent coordination and integration between the brand managers on the marketing team are
essential for upholding a more successful brand value. In reality, this family's members all
maintain cordial relationships with one another.
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