Unilever Company Case Study
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Unilever Company Case Study
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Author : Leonard Kahungu
language : en
Publisher:
Release Date : 2018-06-07
Unilever Company Case Study written by Leonard Kahungu and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-06-07 with categories.
Academic Paper from the year 2018 in the subject Business economics - Company formation, Business Plans, grade: 78.00, course: LRPM, language: English, abstract: Unilever is London-based multinational company that specialises on fast-moving consumer products in more than 190 countries across the globe. However, Unilever is increasingly facing stiff competition from local, regional, and international companies in virtually all levels from rival firms. The competition is reflected across its over 400 brands in four predominant categories, namely personal care, refreshments, home care, and foods. This calls for a strategic analysis of the company in attempts to identify sustainable recommendations in attempts to enhance the performance and competitiveness of Unilever around the world.
Unilever Case Study
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Author : Sabrina Marisa Wolf
language : en
Publisher: Grin Publishing
Release Date : 2011-08
Unilever Case Study written by Sabrina Marisa Wolf and has been published by Grin Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-08 with categories.
Seminar paper from the year 2008 in the subject Business economics - Business Management, Corporate Governance, grade: 1,3, University of Newcastle (Northumbria University), language: English, abstract: This assignment will analyse the global consumer good industry, particular the food and personal care/ household goods industry. The key players of this industry are Unilever, P & G (market leader in personal care products) as well as Nestl (market leader of the food industry).
Exploring The Links Between International Business And Poverty Reduction
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Author : Jason W. Clay
language : en
Publisher: Oxfam
Release Date : 2005
Exploring The Links Between International Business And Poverty Reduction written by Jason W. Clay and has been published by Oxfam this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with Social Science categories.
Foreign direct investment is recognized to be important for economic development, in terms of wealth creation, employment, skills development, and technology transfer. But there is an ongoing debate about the extent to which these contributions translate into real benefits for people living in poverty. In an attempt to evaluate the impacts of international business on people living in poverty, two organizations with very different aims and perspectivese"Unilever (a major company operating in some of the poorest countries in the world) and Oxfam (an international development and humanitarian organization)e"collaborated on an ambitious research project. The research considered the impacts of Unilever Indonesia across the entire business value chain, from producers and suppliers, through the company's core business operations, to its distributors, retailers, and consumers. This report presents the findings of the research. It is a contribution to the debates among the wider business community, governments, civil-society organizations, and academics who seek to understand how the wealth, employment, and products that a large company creates could bring increased benefits to people living in poverty.
Unilever S Mission For Vitality
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Author : David Austen-Smith
language : en
Publisher:
Release Date : 2007
Unilever S Mission For Vitality written by David Austen-Smith and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007 with Marketing categories.
This case walks students through the types of dilemmas that executives face in the real world. Dove and Axe are two highly successful brands owned by Unilever, a portfolio company (www.unilever.com). Dove is a female-oriented beauty product brand that exhorts "real beauty" and not the unachievable standards that the media portrays. In contrast, Axe is a brand that purportedly "gives men the edge in the mating game." Axe's risqué commercials portray the supermodel-type beauty ideal that Dove is trying to change.Unilever had always been a company of brands, i.e., the consumer knew the brands but not the company. Recently, however, the company attempted to unify with an umbrella mission for all of its brands. This change would turn Unilever into a company with brands, potentially increasing consumer awareness and encouraging cross-purchases between the different brands. However, this new strategy raised questions about the conflicting messages between the brands' marketing campaigns, most notably between Unilever's two powerhouse brands, Dove and Axe.
Unilever S Mission For Vitality
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Author : David Austen-Smith
language : en
Publisher:
Release Date : 2017
Unilever S Mission For Vitality written by David Austen-Smith and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017 with Branding (Marketing) categories.
Dove and Axe were two highly successful brands owned by Unilever, a portfolio company. Dove was a female-oriented beauty product brand that exhorted "real beauty" and not the unachievable standards that the media portrayed. In contrast, Axe was a brand that purportedly "gives men the edge in the mating game." Their risqué commercials always portrayed the supermodel-type beauty ideal that Dove was trying to change. Unilever had always been a company of brands where the consumer knew the brands but not the company, but recently there had been the idea to unify the company with an umbrella mission for all of its brands. This would turn Unilever into a company with brands, potentially increasing consumer awareness and encourage cross-purchases between the different brands. However, this raised questions about the conflicting messages between the brands' marketing campaigns, most notably between Unilever's two powerhouse brands, Dove and Axe. The case begins with COO Alan Jope anticipating an upcoming press meeting in New York City to discuss Unilever's current (i.e., 2005) performance and announce Unilever's decision to create an umbrella mission statement for the company. This case focuses on the central question of whether or not consistency between brand messages is necessary or inherently problematic. The Unilever's Mission for Vitality case was created to help students and managers develop an appreciation for how the values underlying a marketing campaign can affect and alter an organization's culture. The case focuses on how two products and marketing campaigns that express conflicting underlying values (as reflected in the Dove Real Beauty and the Axe Effect campaigns) within the same corporation can give rise to a number of unintended organizational and marketing complications.
Taking Stock Of Industrial Ecology
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Author : Roland Clift
language : en
Publisher: Springer
Release Date : 2015-12-11
Taking Stock Of Industrial Ecology written by Roland Clift and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-12-11 with Science categories.
How can we design more sustainable industrial and urban systems that reduce environmental impacts while supporting a high quality of life for everyone? What progress has been made towards reducing resource use and waste, and what are the prospects for more resilient, material-efficient economies? What are the environmental and social impacts of global supply chains and how can they be measured and improved? Such questions are at the heart of the emerging discipline of industrial ecology, covered in Taking Stock of Industrial Ecology. Leading authors, researchers and practitioners review how far industrial ecology has developed and current issues and concerns, with illustrations of what the industrial ecology paradigm has achieved in public policy, corporate strategy and industrial practice. It provides an introduction for students coming to industrial ecology and for professionals who wish to understand what industrial ecology can offer, a reference for researchers and practitioners and a source of case studies for teachers.
Brand Portfolio Management Basic Principles And Recent Trends Shown In Context Of Unilever A Consumer Goods Company
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Author : Frank Piotraschke
language : en
Publisher: GRIN Verlag
Release Date : 2008
Brand Portfolio Management Basic Principles And Recent Trends Shown In Context Of Unilever A Consumer Goods Company written by Frank Piotraschke and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with Business & Economics categories.
Diploma Thesis from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, Aachen University of Applied Sciences, 65 entries in the bibliography, language: English, abstract: This paper argues that brand portfolio management is an inevitable discipline in marketing and has to be applied in the business practice. It presents the current literature about this topic, beginning with the general branding theories, covering basics and first approaches to brand portfolio management, and also takes the international focus on brand portfolio management. It shows a case-study of the fast moving consumer goods producer Unilever. Its "Path to Growth" strategy, where Unilever went through the biggest restructuring efforts in its history, is presented and analysed. The Unilever "Path to Growth" strategy, was a five year restructuring plan launched in 1999, in which Unilever sold an disinvested many established and smaller brands, cut substantial amounts of costs, laid off thousands of employees and restructured their brand portfolio considerably. The weaknesses and the benefits of "Path to Growth" are shown, and also brand portfolio management in general is described in this context. The Unilever case is analysed in detail. The motivations for brand portfolio management in general, and the specific restructuring campaign are shown and explained. Financial and qualitative analysis is taken. The outcome of the restructurings is evaluated and conclusions are taken. Recommendations for further studies are made and an outlook is given.
A Study On Marketing And Sustainability A Case Study Approach With Reference To Hindustan Unilever Limited
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Author : Priti Jeevan
language : en
Publisher:
Release Date : 2017
A Study On Marketing And Sustainability A Case Study Approach With Reference To Hindustan Unilever Limited written by Priti Jeevan and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017 with categories.
Environmental concern and social impacts of business is always a serious issue in today's day organization. This trend has increased now a days due to the pressures from various stakeholders the prominent being the consumers. The companies need to be sensitive to social and ethical issues affecting the business. This is not just for the short term objective of gaining profits but for the survival of the business for long term. The need of the hour is therefore focus on triple bottom line approach and not just focus on sales, profitability or market share. There is a direct correlation between the corporate responsibility policies and the business performance. The companies should prepare for a sustainable marketing by reexamining the social and economic impacts of their strategies. The focus should be on 3 levels people, planet and profit. This paper titled “A Study on Marketing and sustainability - A case study approach with reference to Hindustan Unilever Ltd.” will explore the key issues in sustainability and strategies adopted by HUL. HUL's growth and evolution has reflected the requirements and growth of India. The company has always stood when the country needed be it a national cause, or pioneering initiatives towards integrated rural development, the initiatives taken by them in manufacturing and their leadership and skills development programmes. The firm believes that their brands and operations must touch and positively impact every individual and all stakeholders. HUL is developed a plan called Sustainable Living Plan which is a plan for achieving their vision to double the size of their business, whilst reducing the environmental footprint and increasing their positive social impact. The research uses secondary data for the collection of data. Conclusions, based on the outcome, hereby obtained were drawn and decisions were taken about the said objectives. The primary purpose of this paper is to stimulate further discussion amongst marketers and to be used in dialogue with stakeholders.
Unilever A Strategic Analysis
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Author : Richards Macdonald
language : en
Publisher: GRIN Verlag
Release Date : 2013-07-10
Unilever A Strategic Analysis written by Richards Macdonald and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-07-10 with Business & Economics categories.
Seminar paper from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, University of Cambridge, language: English, abstract: Unilever is a London-based fast-moving consumer goods company that sells its products in nearly 200 countries. However, it is neither the largest packaged consumer goods or food company as it has fiercely competitive rivals. In recent years, new corporate leadership has instituted changes, including a new mission and a new vision. These have resulted in a more positive relationship with consumers, a better public image, and an increasing presence in developing countries. Still, our strategic analysis of the company shows impending threats that can damage Unilever’s margin of profit and global stake in the fast-moving consumer goods industry. New brands, mounting competition, and an increase in taxation and regulations are mounting obstacles to Unilever's continued success. In order to overcome these and other future vulnerabilities, Unilever needs to continue its product and information technologies developments, introspection, campaigns, and external monitoring. Company Profile Unilever is an Anglo-Dutch company that consists of over 400 brands “focused on health and wellbeing” (Unilever, 2013a). Unilever sells its products to more than 190 countries and belongs to the fast-moving consumer goods (FMCG) industry. Specifically, it is the second largest packaged consumer goods firm after Proctor & Gamble (P&G), and it is the third largest food company after Nestle and Kraft Foods. While Unilever is based in London, England, it sells food, home, and personal care products over all major continents. Unilever was formed when the Dutch margarine company Margarine Unie merged with the British soapmaker Lever Brothers in 1930. The two companies decide to combine since they were often competing for the same raw materials, oils and fats, to make their products. Today, Unilever has adopted a new mission to
Renewing Unilever
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Author : Geoffrey Jones
language : en
Publisher: OUP Oxford
Release Date : 2005-08-25
Renewing Unilever written by Geoffrey Jones and has been published by OUP Oxford this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-08-25 with Business & Economics categories.
Unilever is one of the world's largest suppliers of fast moving consumer goods in foods, home and personal care. It operates in over 100 countries. Its scope and scale make it a unique global corporation. Yet the story of Unilever is not simply a tale of corporate evolution: Unilever is a corporation that has a big impact on the lives of people round the world. Indeed, a Unilever brand can be found in one in every two households worldwide. Geoffrey Jones, a leading business historian from the Harvard Business School, takes us inside this corporation, which, from its origins in Britain and the Netherlands, has become a worldwide manufacturer of fast moving consumer products. Unilever's operations cover food and home and personal care, and its brands include Lipton, Hellmann's, Birds Eye, Wall's, Surf, Domestos, Comfort, Dove, Sunsilk, Pond's, Signal, Axe, and Ben & Jerry's. In particular the book focuses on the evolution of the company over the last half century. Managing such a firm in the era of globalization posed enormous challenges. The book covers the company's strategies and provides compelling evidence of its decision-making, marketing, brand management, innovation, acquisition strategies, corporate culture, and human resource management. The author has had full access to corporate archives and executives and provides us with a unique insight into the workings and strategies of one of the world's oldest and largest multinationals.