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