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Unilever, a multinational firm was founded in January 01, 1930 with its head offices in United
Kingdom and London. Michael Treschow and Lord Simon, the president and chairman of the
company are organizing it. The company was formed by integrating British soap maker Lever
brothers and Margarine Uni, brands of which were imported in larger quantity with greater efficiency.
Overall Objective
Overall objective of the company is to expand worldwide with its products penetrating into the local
markets; ultimately attaining the customers loyalty of different market segments through quality and
innovative products.
In food and beverages it includes Soya based drinks, syrups and deserts, spreads, cooking oil and
margarine etc.
Laundry detergents, shower gels, hair products, deodorants and dish washer etc.
Price
The prices of the products are not specific; they gradually keep on changing and are different for
different products.
While deciding the price for any article, the competitors strategies are kept before, by the
company.
Place
Unilever is paying its services in almost 100 countries and further they are planning in 50 countries.
The company contains 3 business segments which are involved in planning for future success.
Promotion
The company is promoting its product through advertisement by electronic media and print media.
Beside this conventional promotion the company offers the schemed like premium packs, sales etc
to attract the majority of the customers.
Main strategies
1. Market Penetration
Market penetration strategy of the company runs along its extension more towards North America,
Asia and Europe by extending its product line. The market augmentation could be done by
stimulating the market with product innovation and thus market penetration.
2. Market Development
Unilever is extending the practicality of its market development strategy by stimulating the product
innovation and research and development sector for the new product development. As the market
development for any company becomes more integrated with the companys expansion, acquisitions
and partnerships, therefore Unilever is also focusing on all these respects.
3. Diversification Strategy
The company diversification strategy is being focused more preferably for the North America and the
emerging economies of Asia including China. The company is presently serving worldwide with 100
countries and is on the way to add up 50 more countries in the queue.
Budget
The major part of the budget is being used up by the company in marketing programs and
strategies. The total revenue owned by the company by 2010 was 44,262 million and the net
income was 4,598 million