International Maretiing of Unilever

Topics: Unilever, Management, Corporation Pages: 88 (26139 words) Published: October 23, 2012
About Unilever
Unilever is one of the world's leading consumer goods companies with a portfolio of around 400 food and home and personal care brands and a turnover of €40 billion. We have operations in around 100 countries and our products are sold in about 50 more. With consumers, employees, business partners and shareholders on every continent, we describe ourselves as a 'multi-local' multinational, bringing our international expertise to the service of people everywhere.

The Americas
Operating profit (millions): €2 178
Turnover (millions): €13 779
Purchases of goods and services (millions): €9 803Employees (thousands, average): 46 000 Manufacturing sites: 81

Operating profit (millions): €1 903
Turnover (millions): €15 000
Purchases of goods and services (millions): €10 034Employees (thousands, average): 47 000 •Manufacturing sites: 83

Asia Africa
Operating profit (millions): €1 327
Turnover (millions): €10 863
Purchases of goods and services (millions): €8 335Employees (thousands, average): 96 000 •Manufacturing sites: 153

Unilever’s €1 billion global brands
We have 12 global brands, each achieving sales over €1 billion a year: Knorr
Omo (Rinso)
Heartbrand ice creams (Cornetto)
Other global brands
These brands are enjoyed by millions of people:
Radiant (Rin)
Signal (Pepsodent)
Local favourites
Some of our brands are national favourites found only in a few countries, such as: •Bango
HertogFair & Lovely
PG Tips

Unilever was created in 1930 by the merger of British soBPmaker Lever Brothers and Dutch margarine producer Margarine Unie, a logical merger as palm oil was a major raw material for both margarines and soBPs and could be imported more efficiently in larger quantities. In the 1930s, the business of Unilever grew and new ventures were launched in Latin America. By 1980, soBP and edible fats contributed just 40% of profits, compared with an original 90%. In 1984 the company bought the brands Brooke Bond (maker of PG Tips tea), Fabergé and Elizabeth Arden, but the latter was later sold (in 2000) to FFI Fragrances. Unilever acquired Chesebrough-Ponds, the maker of Ragú, Ponds and Vaseline, in 1987, which strengthened its position in the world skin care market. In 2000, the company absorbed the American business Best Foods, strengthening its presence in North America and extending its portfolio of foods brands. Today the company is fully multinational with operating companies and factories on every continent and research laboratories at Colworth and Port Sunlight in the United Kingdom; Vlaardingen in the Netherlands; Trumbull, Connecticut, Englewood Cliffs, New Jersey in the United States; Bangalore in India (see also Hindustan Unilever Limited); Pakistan; and Shanghai in China. Its European IT infrastructure headquarters is based in Unity House, Ewloe in Flintshire, Wales. The US division continued to carry the Lever Brothers name until the 1990s, when it adopted the parent company's moniker. The American unit is now headquartered in New Jersey, and no longer maintains a presence at Lever House, the iconic skyscrBPer on Park Avenue in New York City. Unilever has recently completed a five year vitality company initiative in which it began to converge the marketing of disparate arms of their business, including personal care, dieting, and consumables into an umbrella function displaying the breadth of their contributions to personal vitality. This plan has been implemented because of the lack of brand recognition that Unilever wields, even despite its ubiquitous presence. In 2011, it concluded with the sell off of the global frozen foods division; excluding the ICF ice cream business, and the Italian...
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