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June 21, 2019

Unilever brands may need “purpose” to stay in portfolio – CEO

Unilever CEO Alan Jope suggests the consumer-goods giant could offload brands that do not stand for something.

By Dean Best

Unilever CEO Alan Jope suggests the consumer-goods giant could offload brands that do not have what the Magnum and Knorr maker describes as a “purpose”.

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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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  • 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.

Jope, the 30-year Unilever veteran who became chief executive at the turn of the year, said the company already had more than 20 brands with “purpose” and, over the next two years, the group would give the teams behind the rest of the portfolio the opportunity to see what causes they could champion.

“The brands we are enjoying great growth on are brands like Dove, Lifebuoy and Domestos, which are taking action,” Jope said during an interview with Bloomberg TV. “We’ll give all the brands in our portfolio a period of time to figure out how they can make a positive contribution to society. At the end of it, some may have discovered how they can contribute positively and some may not – and the ones that are not able to find a higher-order role they can play may well end up better owned by someone else.”

Unilever has often said the performance of its brands focused on areas like environmental sustainability has been better than other products in its stable. It argues a growing number of consumers are becoming more interesting in buying products and brands with purpose.

“We’ve called out 28 brands in our portfolio, which, across multiple countries, are taking action to address an issue in the society or in the environment and sharing that message with consumers. Those 28 brands are growing much faster than the rest of our portfolio, so. although this is good for the world, it’s also good for our business and they’re now driving about 75% of our total growth, so they’re a very, very important part of Unilever and our portfolio,” he said.

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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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