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October 13, 2014

Unilever steps up investment in Thailand to support growth

Unilever will invest THB8bn (US$246.6m) to grow its business in Thailand - and the ASEAN region - as part of a three-year investment plan for the market.

Unilever will invest THB8bn (US$246.6m) to grow its business in Thailand – and the ASEAN region – as part of a three-year investment plan for the market.

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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:  
  • 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.

The company has targeted growth of “at least two times [the rate of] GDP” in the country. Unilever’s Thai operations also serve as a “global production hub” with access to the ASEAN free-trade region and Unilever operates eight production plants in the country.

Unilever’s growth drive will be supported by five “sustainable business growth strategies”, the local unit of the Anglo-Dutch FMCG giant told just-food.

The company plans to “build brand loyalty” through “constant product innovation” while expanding its digital marketing initiatives to “strengthen the relationship between Unilever, its customers and consumers”. The group will also continue to invest in its production base in the country; “enhance” its relationship with modern trade and traditional retail stores in the market; and invest in developing the skills of its local workforce, Unilever said.

According to newly-appointed chairwoman Supattra Paopiamsap, the investment scheme will “stimulate economic growth” for the benefit of the Thai economy.

Supattra said: “Our three-year investment plan, from 2014 -2016, is THB8bn which will stimulate economic growth and increase Thai people’s quality of life. With our extensive presence in the country, our growth is certain to help the overall market develop, which will in turn have a favourable economic impact on our customers, our business allies, the national economy and of course ultimately Unilever Thailand.”

Supattra revealed the company’s THB2.6bn new country headquarters are “nearing completion”. Unilever also expects to construct a THB2bn warehouse facility, a new THB1.5bn ice cream cold room and a THB700m expansion to its food processing plant.

“All of these projects are expected to be completed within 2016,” she said.

Thailand is Unilever’s 19th largest global market and the third-largest business in Asia.

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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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