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BACKGROUND NOTEMARGARINE UNIE + LEVER BROTHERS =

UNILEVERUNILEVER

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In The Netherlands

Competitors in the Margarine Industry

Late 1890s- Van de Berghs Launched Vitelo.

In 1908- Pool their interests while competing.

1927- Margarine Union formed with Centra and Schicht

Later formed the Margarine Unie.

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Meanwhile In The United KingdomMeanwhile In The United Kingdom

In 1890, They Became a Pvt. Ltd. Company.

In 1894 they launched their first ever toilet soap.

By the time World War 1

broke out, they were selling

135,000 tons of soap

annually.

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Signed an agreement to keep out ofeach others business terrains.

Margarine Unie Lever Brothers

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1929- Lever Brothers & Margarine Unie Signed

An Agreement To Create UNILEVER.

Agreement Intended To Keep Both Companies

Out Of Each Others Business.

Later, Businesses Were Amalgamated.

Unilever Was Offically Established On January

01, 1930.

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Expanding into new markets & using new

technologies

1977- unilever established 200 offices & factories

across the world.

Employing over 177000 people.

1980- company decided to focus on its core

business.

Sold most of its non-core business.

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UNILEVERUNILEVER--ACQUISTISION (1917ACQUISTISION (1917-- 2007)2007)

YEAR COMPANYACQUIRED

1917 Pears soaps

1922 Walls

1925 British oil & cake mills

1943 Batchelors

1958 Vita nv

1961 Good humor ice cream

1970 Zwanenbergs

1971 Lipton international

1973 Frigo ice cream

1978 National starch

1984 Brooke bond

1986 Naarden

1986 Chesebrough-ponds

1989 Calvin klein & elizabetharden

1993 Breyers ice cream

1996 Helene curtis

1997 Kibon ice cream

2000 Bestfoods, slim fast foods,ben & jerry

2007 Buavita vitality drinks

TIGI hairsaloon

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RESTRUCTURING AT UNILEVER

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Path To Growth

Cut Down Number Of Brands In Its Portfolio

From 1600 To 900.

Business Sold Included- Elizabeth Arden

Fragrance Business, Unilever Cosmetics

International, The North American LaundryBusiness, Edible Oil Business, Bertolli Olive Oil

& Vinegar

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Unilever

Homecare

Specialtychemicals

Foods

Personalcare

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POSITIVE RESULTS

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Top 400 Brands Accounted 88% Of Its Sales

1999- Operating Margin Increased From 11.1%

To 14.9%.

2003- 635 Brands In Its Portfolio With Top 400

Brands Accounting To 90% Of Its Sales

2008- Revenue Of 40.523 Bn.

Operationg Profit- 7.167 Bn & Net Profit-

5.285 Bn

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PACKAGING AT UNILEVER

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Unilever Considered Packaging To Be The Visible

Face Of The Companys Brands. Packaging Design Was Carried Out At Its Research

Facility At Port Sunlight.

Balance Between Packaging Communication &

Aesthetics While Designing The Package.

1950- Growing Environmental Impact OfPackaging

Materials.

1970- Avoid Excess Packaging & Concerned About

Impact.

The Packaging Components Were Modified

Continuously

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USERSUSERSconsumers customers

End users of the product Retail stores that sold productsto the end users.

Warehousestyle stores

supermarkets Small stores

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Sustainable packaging

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1. Increase in the percentage of material from

renewable sources

2. Minimize packaging

3. Test versions of new packaging.

4. Tested using focus groups.

5. How people use the products

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PACKAGING AS A MARKETING TOOLPACKAGING AS A MARKETING TOOL

CIFCIF Cif was a cleaning product.

Sale below expectation.

Change in the packaging alongwith some modifications

It had calcite, which do notscratch the surface

The shape of the bottle was alsochanged

The new packaging was opaque.

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PACKAGING INNOVATIONSPACKAGING INNOVATIONS

SHAMPOO BOTTLESWhich Stood On Its Head

Lipton Cold Tea.

Wish-bone Spray SaladDressing

Latta Margarine Package.

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LAUNCHING NEW PRODUCT VARIANTSLAUNCHING NEW PRODUCT VARIANTS

DOVE CREAM OILBODY WASHDOVE CREAM OILBODY WASH

3 VARIANTS3 VARIANTS

1. DELICATE

2. CREAMY

3. ULTRA RICH.

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2. DOVE PRO2. DOVE PRO--AGEAGE

TARGATED WOMEN ABOVE

50 YEARS OF AGE

BEAUTYHAS NO AGE LIMIT

DESINED BY RAISON PURE

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INCREASE IN THE DEMAND OF THEINCREASE IN THE DEMAND OF THE

PRODUCTPRODUCT

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MARMITEMARMITE

Consumers Demanded Easy To Use

Packaging & Break Resistant.

Inverted Squeez Bottle Made Of

Polyethylene Terephthalate With A

Value Cap.

It Was Made Available In 200 & 400

Grams.

The Sale Of Marmite Increased By4.6%

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KNOORKNOOR AROMATAROMAT SPICEBLENDS &SPICEBLENDS &

SEASONINGSSEASONINGS Sales of knoor aromat spice

blend was declining

Several similar products were

launched by the competitors.

Change in packaging. (flipflop canister)

The sales increased by8.3%.

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LAUNCHING PREMIUM PRODUCTSLAUNCHING PREMIUM PRODUCTS

Bertolli brand was highlysuccessful in europeanolive oil market

Company decided to launchpremium olive oil underpuget heritage

Tinplate container to packpremium olive oil.

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Launch of premium whitening

toothpaste white now The product, marketed as instant

makeup of teeth

Designed by firm Seymour Powell.

In France & Spain white nowversion of signal was launched

In Italy Mentadent white now waslaunched.

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Skip perfect black & white powdered

laundry detergent

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Repositioning products

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VASELINEVASELINE

The benefit & medical heritage of

Vaseline was not communicated

to consumers.

Marketing team of vaseline to

reposition the brand.

Considerable increase in sale of

new vaseline products.

Market share increased by14.2%

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SAVING COST & PROMOTINGSAVING COST & PROMOTING

ENVIRONMENT CONVERSATIONENVIRONMENT CONVERSATION

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Reduced packaging in its operations helped in

cost savings

Eg. Replacing Glass jars with microwaveable

pouches.

Detergent made using biotech ingredients.

Reduction in color Palette from 100 colors to 6

colors named Rainbow color scheme.

Saved from US $13mn to US $26mn.

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LOOKINGLOOKINGAHEADAHEAD

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Continuous improvisation & innovation in

packaging were necessary to compete effectively.

It could not eleminate the use ofPVC in its

packaging

Sachets problems in emerging markets.

Use of paper in its packaging inspite of

alternatives.

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CREDITSCREDITS Eshaa Panchal

Nakul Walinjkar

Raunak Kumar

Jhuhi Bhatheja

Ronak Sanghvi