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For example, Unilever's detergent brands are used in 125 billion washes a year. That is
the equivalent of 14 million washes every hour. Every time a Unilever consumer does the
laundry at a lower temperature or with a full load, the reductions in energy, CO 2 and
water are cumulatively very large.
With consumer use accounting for nearly 70% of our greenhouse gas footprint, inspiring
our consumers to change their behavior will be key to achieving our mission of creating a
better future every day. Unilevers Five Levers for Change methodology is helping us
create effective behavior change campaigns. (Unilever annual report, Web)
Differentiation
Unilever is providing value to its customers through unique features and characteristics of
its products. This is done through high quality, features, high customer service, rapid
product innovation, advanced technological features, image management, etc Unilever
Creates Value by:
Lowering Buyers' Costs with Higher quality and quicker response to problems.
Sustainability
Rivalry
Suppliers
Entrants
Substitutes
Once again brand loyalty helps combat substitute products.
Focus
Unilever focus more on the demographic features of population, it targets all age groups
and offer a wide variety of products to the people of all ages. It also focus on the
emerging markets like a few years ago it started to focus more on India because its an
emerging market. Apart from that its wide variety of products more and its attention to its
value chain make it capture a big market share. It focuses on customer needs and
customer satisfaction. It focuses on innovation, quality and R&D. It also focus on its low
cost and has a wide base of customers so all these factors together give it a competitive
advantage over others in the same industry.