Case Study: Unilever

AXE, one of Unilever largest and most well-known personal care brands, the case focuses on adjusting brand communication to improve their appeal to the target consumer. The case also provides a platform to understand the role of consumer insight research in brand management decisions. In this case the company was experiencing stagnating sales. Than the company decided to segment and develops a target market for increased effects of its advertising campaigns. Survey was conducted in early 2000 among 100 males between the age group of 15-50. The branding team of the company then decided to use the concept of Masculinity to target the segment. Here started the major problem. It was later found that customer preferences were now changing and that the major target group lies in the age of 15-25. Since this was the target segment who were most likely to have the disposable income and the desire to buy a personal grooming product.

What inspires me in Unilever is its huge impact in consumer lives, reputation, great history and working environment I would like

Unilever will want to regenerate their product so that they will be able to be the market leaders for the product again, this is going to be essential for some products where they rely on the business being a good market leader for most of their products. The shareholders will want to know about the business as they will want to have the business sot be the market leader for the company and they will also want to have the product regenerated as quick so that sales are not hit too effectively. They will also want the product to review and test why it has become a decline in sales to make sure that they are going to stop it from happening to other

As a large multinational, Unilever recognises the importance of its employees and their influential impact on business success, which has become even more crucial in a faster-changing working environment, in which higher flexibility and

This report aims to analyse the financial position of Unilever PLC within its daily operating activities and it also compares the company’s performance with its key competitor, the Proctor and Gamble Company (P&G). The report also includes background of both the companies and an industry overview. To better understand the performance of both the companies, the segmental analyses have been done for both region and products. Due to the global crisis, Unilever and P&G both are facing price rise and inflation pressures, also instability in the Eurozone. All these factors are strongly impacting their operation activity and long-term growth decision plan. Finally After a careful examination of the financial ratios of both the companies, we recommend Unilever as a good company to invest as compared to P&G .The reasons for the following can be seen in the report below.

Unilever has an extremely legitimate framework through which they control their stock. They create the merchandise as indicated by the requests and tastes of their clients. A one of a kind inventory network and distribution center limit is greater test for them. They had an exceptionally solid stock control at their distinctive appropriation focuses, where they control the free market activity of their items. Unilever has likewise a legitimate distribution center administration framework in which they capacitated their inventories.

In 2000, Unilever decided to reduce 1,600 brands down to 400 and then select a small number of them to serve as “Masterbrands”. One of the reasons to have fewer brands is to decrease control issues. It is harder to manage so many brands, especially when each one has its own particularities. As Deighton pointed, Unilever’s brand portfolio had grown in a relatively laissez-faire manner. In other words, the company’s brands were created without large interference.

Nowadays, population growing so fast affected to temperature of the world are rising, the gap between poor and rich increasing, water shortages and insufficient in food supplies. To avoid negative aspects of CSR, company need to use four prevailing justification are moral obligation to make a company reliable to their stakeholder, sustainability to make a long-term objective which can be use forever, license to make a company respect to regulation and reputation to make a profit for company (Porter and Kramer, 2006). Unilever have set corporate mission goals in each decade related to those situations. In 2010-2019,

Some product categories of Cadbury are stars while others are question mark or cash cows.

The Unilever Group is a dual-listed company with two subsidiaries. Unilever NV is headquartered in Rotterdam, Netherlands (listed on Euronext Amsterdam), and Unilever Plc. is headquartered in London (listed on London Stock Exchange). It is an Anglo-Dutch company that operates in the fast-moving consumer goods (FMCG) market offering products in the household and personal products industry. It was founded in 1930 and is 87 years old in 2017.

With more than one and a half century of history and serving the customers in the United Kingdom with its supermarkets services, Sainsbury has come a long way in establishing a robust market. Hence, it is a trustable brand recognized all over the world (Cityam, 2014). When Tesco had surpassed Sainsbury in the race, it was the costs linked to IT services and supply chain which came under scrutiny and among other expenditures, efforts were stepped up for truncating these costs also termed as “major operational costs”. If one goes by the reasoning given Martin Atherton, who is an in the lead man of business related research firm named Data Monitor, he says that it has not longer remained s competition of business competing against another business

Unilever is a British-Dutch multinational consumer goods company, whose products include shampoo, soap and food. It has more than 400 brands including Dove, Lifebuoy, Pond’s and Vaseline. This company was performing better than their competitors but still it has experienced someenvironmentalissues. In 2008, Unilever suffered some very bad publicity and considerable pressure. It was failed to provefull responsibility regarding the environment.Also media and people oppose this company. Unilever is global company which was badly affected by a local issue.

“AOL and Time Warner, Sanofi-Aventis and Genzyme Corp, and Nasdaq OMX/Intercontinental Exchange and NYSE Euronext”. Do these corporations ring a bell? They are, in order, the top three most hostile takeovers of all time. The question that recently arose in the corporate governance industry was whether Unilever and Kraft Heinz would be added to the list of hostile takeovers. With the approval of their key investors, Warren Buffet and Jorge Lemann, the in 2015 formed merger company Kraft Heinz offered Unilever 143 billion US dollar as an attempt to seal what could have been the second-largest corporate deal in history. Unilever and Kraft Heinz combined would create a food and beverage giant worth $84.8 billion, a close second to Nestle, which is worth $91.2 billion.

"We cannot close our eyes to the challenges that the world faces. Business must make an explicit and positive contribution to addressing them. I’m convinced we can create a more equitable and sustainable world for all of us by doing so,” says Unilever CEO Paul Polman.

First of all, the firm is seen as a consumer-driven organization (Urde, M., et.al, 2013). This is supported by Unilever’s Annual Report in which is discussed that they create and develop brands and products through extensive consumer insight, and in which the firm claims to “excite and inspire consumers and customers in established and emerging markets in every corner of the globe” (Unilever, 2013a).