Unilever Corporation

Paper Summary:

This paper explains that the Unilever brands are trusted everywhere around the world; 150 million times a day, someone somewhere chooses a Unilever product. This paper points out that, at the heart of the corporate purpose, which guides Unilever in its approach to doing business, is the drive to serve consumers in a unique and effective way by (1) working with suppliers who have values similar to Unilever and work to the same standards, (2) utilizing its wealth of knowledge and international expertise to the service of local consumers as a truly multi-local multinational and (3) improving the environmental efficiency of manufacturing operations, products and services to produce the same product with less energy, fewer materials and less waste. The paper relates that Unilever wants to increase their use of the Internet to improve their brand communication marketing and on-line selling and to simplify business-to-business transactions throughout the supply chain. Charts and Illustrations.

Table of Contents
Preamble
About Unilever
Introduction
Overview of Legal Structure
History
About Lever Brothers
About Margarine Unie
Unilever Vietnam
Motto and Purpose
Motto: To Add Vitality to Life
Purpose: To Serve Consumers in a Unique and Effective Way
Logo and Products
Unilever's New Identity
Product Ranges
Food Products
Savory and Dressings
Spreads and Cooking Products
Beverages
Ice Cream and Frozen Foods
Home and Personal Care (HPC) Products
In Personal Care
In Hair Care
In Skin Cleansing
In Home Care
Facts and Figures of Some Key Brands
Knorr Brand
Comfort
Sunsilk
Performance
Current Performance
Strategy:"Path to Growth"
Sales Figure
2nd Quarter, Year 2005
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Increasing Competition from Other Companies
The Core Brands are in a Weak State
Restructuring the Organization
Spending Much More on Advertising
E-Commerce

From the Paper:

"William Hesketh Lever, the son of a shop keeper, started selling 'Sunlight' soap - the world's first packaged, branded laundry soap - to the workers in the North of England in 1884. Five years later he was manufacturing soap at his own factory in 'Port Sunlight' near Liverpool. Fewer than half Lever's employees and their families were housed in the so-called model village he built for them at Port Sunlight. Mr Lever established a reputation as a social reformer, championing a shorter work day, savings plans, libraries and health benefits. By 1911 Lever Brothers was producing one third of the UK's soap. But in 1917, he decided to diversify into foods. He bought fish, ice cream and canned foods businesses. In 1930, he chose Margarine Unie as a merger partner. The Dutch company had grown through mergers with other margarine companies in the 1920s."

More papers on Unilever Corporation:

• Case Study # 116487 : "Global Corporate Strategy and Unilever"
• Analytical Essay # 150192 : "Unilever's Global Ice Cream Marketing"
• Case Study # 9767 : "Multinational Enterprises"

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