Unilever

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  • Topic: Brand, Unilever
  • Pages : 14 (3840 words )
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  • Published : December 11, 2012
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International marketing
DR. Galal El-Rashidi
Research project

(Delivered online Dec 4th)
Nora Adel Mohamed
ID: 09060662

Introduction:
Unilever is an Anglo-Dutch company, with a history of colonial exploitation, on which it has gradually built its capital. Today it owns most of the world's consumer product brands in food, beverages, cleaning agents and personal care products. Unilever employs more than 247,000 people and had worldwide revenue of €48 760 million in 2002. Unilever has two parent companies: Unilever NV in Rotterdam, Netherlands, and Unilever PLC in London, United Kingdom. Both Unilever companies have the same directors and effectively operate as a single business. Unilever's major competitors include Nestlé and Procter & Gamble. In 2008 Unilever’s worldwide turnover was €40.5 billion. They employ 174 000 people in around 100 countries worldwide. Every day, 160 million people choose their brands to feed their families and to clean themselves and their homes. Their strong portfolio of foods, home and personal care brands is trusted by consumers the world over. Among them, the top 25 brands account for over 70% of sales. In 2008 they invested €927 million in research and development. They are the global market leader in all the Food categories in which they operate: Savoury and Dressings, Spreads, Weight Management, Tea, and Ice Cream. They are also global market leader in Skin and Deodorants, and have very strong positions in other Home and Personal Care categories. In 2008 they invested €91 million on community projects worldwide. Mission:

Unilever's mission is to add Vitality to life. They meet every day needs for nutrition; hygiene and personal care with brands that help people feel good, look good and get more out of life. Vision:

To make cleanliness a commonplace; to lessen work for women; to foster health and contribute to personal attractiveness, in order that life may be more enjoyable and rewarding for the people who use the products. History of Unilever:

Lever Brothers was founded in 1885 by William Hesketh Lever. Lever established soap factories around the world. In 1917, he began to diversify into foods, acquiring fish, ice cream and canned foods businesses. In the Thirties, Unilever introduced improved technology to the business. The business grew and new ventures were launched in Latin America. The entrepreneurial spirit of the founders and their caring approach to their employees and their communities remain at the heart of Unilever's business today. Unilever was formed in 1930 when the Dutch margarine company Margarine Unie merged with British soap maker Lever Brothers. Companies were competing for the same raw materials, both were involved in large-scale marketing of household products and both used similar distribution channels. Between them, they had operations in over 40 countries. Margarine Unie grew through mergers with other margarine companies in the 1920s. In a history that now crosses three centuries, Unilever's success has been influenced by the major events of the day – economic boom, depression, world wars, changing consumer lifestyles and advances in technology. And throughout they've created products that help people get more out of life – cutting the time spent on household chores, improving nutrition, enabling people to enjoy food and take care of their homes, their clothes and themselves. Through this timeline you'll see how Unilever brand portfolio has evolved. At the beginning of the 21st century, path to Growth strategy focused us on global high-potential brands and vitality mission is taking us into a new phase of development. More than ever, how brands are helping people 'feel good, look good and get more out of life' – a sentiment close to Lord Lever Hulme’s heart over a hundred years ago. Timeline:

19th century: Although Unilever wasn't formed until 1930, the companies that joined forces to create the business we know today were already well...
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