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April 30, 2008

UK: Unilever looks to local management for “local jewels”

Unilever is decentralising the management of some of its local European brands in order to drive top and bottom line growth.

Unilever is decentralising the management of some of its local European brands in order to drive top and bottom line growth.

A number of European brands, including Pot Noodle, Marmite, Bovril and Peperami, are currently being managed by a small, decentralised team based in Rotterdam, The Netherlands.

“We have changed the way we manage our product portfolio in order to optimise value,” a spokesperson for the company told just-food. “This is an example of one of our portfolio management moves.”

Contrary to a report that appeared in The Times today (30 April), the food giant told just-food that it is not spinning off the brands into a separate company. 

The move, dubbed “Project Chrysalis” when it was envisaged last year, has already been operating for some months.

“Over the past five years or so we have increased our focus on our top global brands to maximise value. Local jewels therefore received less attention, which is why we are looking at new ways to manage smaller local brands,” Unilever commented.

“We are looking at a small number of brands that we will manage in different ways to maximise top and bottom line growth,” the group concluded.

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
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Related Companies

Free Report
img

Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.

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