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25 February 2004

Unilever becomes truly global

Unilever has been undergoing a transformation. For many years it was seen as a company that had a strong focus on its local markets with a large number of brands, indeed many that were global but were marketed under different names. This has now been changed.

A new, leaner Unilever is focusing on core brands instead of spreading its resources across a large number of local brands. This higher level of marketing investment allows these core brands to punch much harder in the market- place. This will be reflected in higher level of marketing support and new product activity around these brands.

This core brand focus alongside the disposal of non-core assets and a major cost-cutting programme can be expected to make Unilever more profitable. In 2002, Unilever’s operating margin reached 14.9%, a new record for the company. This is one of the principal conclusions of the latest Unilever Annual from Corporate Focus Foods.

The Corporate Focus Foods Unilever Annual 2002 is a corporate profile and strategic analysis of Unilever up to the end of 2002. This annual publication is designed to provide companies in the food & beverage industry, marketing communications companies, packaging companies, ingredients suppliers and others with an in-depth understanding of one of the world’s major food & beverage manufacturers.

Published in February 2004, the Unilever Annual 2002 is 205 pages with 16 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.


For further information, please contact: Through the Loop Consulting Ltd. Tel: 01628 898542, fax: 01628 474836, e-mail: 

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