Turnaround needed at Unilever
The incoming Chief Executive at Unilever, Patrick Cescau, faces a major
task in turning around the company’s fortunes in light of falling
confidence in the company in the financial community. The recently
completed Path to Growth strategy delivered on many of its objectives
but Unilever failed to meet the turnover growth targets. The new
“Vitality” strategy is now in place its lack of clear objectives have,
so far, failed to restore confidence.
While Unilever has a generally successful business and has succeeded in
switching from a strategy with a large number of local brands to the
development of core global brands, there are still problem areas. The
most notable of these is Slim.Fast which held great promise at the time
of acquisition in 2000 but which has been adversely affected by
consumers’ dietary trends. Slim.Fast, in particular, is a brand with an
This is one of the key conclusions of the latest Annual from Corporate
Focus. The report is a detailed analysis of Unilever operation up to the
end of 2004. It details the company strategy, structure and analyses the
different product groups in terms of marketing, new product launches
around the world.
Corporate Focus is designed for companies in the industry as well as for
packaging suppliers, ingredients suppliers and communications agencies.
The Annual provides a detailed snapshot of the company that is valuable
as a competitive monitor but also to understand Unilever as a customer
Published in August 2005, the Unilever Annual 2004 is 179 pages with 25
tables and 9 charts. Corporate Focus is also available as a quarterly
newsletter which enables subscribers to keep up-to-date with
developments at Unilever on a strategic and product group level. A
detailed Table of Contents can be downloaded at
Corporate Focus is a division of Through the Loop Consulting. Through
the Loop Consulting is an independent research-based marketing
consultancy. Through the Loop analyses key marketing and branding issues
that affect companies today in a chaotic business environment.
further information, please contact: Through the Loop Consulting Ltd.
Tel: 01628 898542, fax: 01628 474836, e-mail: