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• Marketing_at_Unilever.com

Ray Bremner SVP, Marketing Operations Foods,
Asia, Africa, Middle East
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Ray Bremner - CV

• Senior Vice President, Marketing Operations Foods
  Asia, Africa and Middle
• Previously Chairman of Unilever Mashreq
• Marketing Vice President of Unilever Arabia,
  Unilever Development Co. Lipton International,
  Beverages UK.
• Joined Unilever UK 1979 as Customer and Marketing
  trainee.

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Scale and geographic reach
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Demographics
Asia AMET
Share
2005e World
4.7
75
6.3
Population Billion
6.1
4.4
GDP Growth Rate (PPP)
Source OEF
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Our Consumers are Diverse
Affluent
300 m
Aspiring
1.2b
3.2b
Striving
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Our portfolio
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Adding Vitality to life
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Growth Strategy
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Local Roots with Global Scale
Strategic Approach
Local Roots with Global Scale
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Marketing Tasks in Unilever
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Marketing Processes in Unilever
Consumer Market Shopper Understanding
Consumer Understanding
Category Strategy Category Building
Category Planning
Brand Key Vision Brand Vision Plan Brand
Marketing Plan
Brand Planning
Innovation/Renovation Launch Management Event
Management
Innovation
Communication Activation
Integrated Brand Communication
Channel Propositions Customer,Marketing
Category Management
Customer
Measure and evaluate performance
Measurement
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Marketing organisation
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Winning in the market place
Through world class brand mixes The Role of Brand
Development
Bought to market brilliantly The Role of Brand
Building
With Category Region working seamlessly
interdependently
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3 Points of Consumer Contact
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Understanding buyer behaviour
Buyer behaviour follows certain rules Helps us
understand how to drive market share

• People shop on auto-pilot
• Shoppers are not closely involved with our brands

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So what are these rules?

• Market share
• How many people buy our brand - Penetration
  X
• How often they buy the category - Category
  
  frequency X
• How often they choose us - Loyalty
  X
• How much they buy - Average pack
  
  size

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The Unilever 6Ps Model
Profit
TO Value
Value Mkt Size
Value Share
Market Dynamics and Financial Return
Price
Market growth
TO Volume
Volume Mkt Size
Volume Share
Buyer behaviour
6Ps (Brand Levers)
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The Unilever 6Ps Model
Proposition

• The brand that consumers have in their heads.

Promotion
Promoting the brand wherever the consumer is.
Place
What happens wherever consumers buy the brand
Pack
The packaging the consumer sees and uses
Price
The price the consumer pays, regular or on
promotion.
Product
The product or service offered.
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The Unilever 6Ps Model
Buying behaviour
Penetration
Loyalty
Share of purchase
Average pack size
Purchase frequency
Pack
Price
Product
6P's (brand levers)
Place
Proposition
Promotion

• On shelf impact
• Variant difftiation
• Perceived quality
• Competitor impact

• Price elasticity
• Competitor pricing
• Value pricing

• Performance vs. claims
• Performance vs. competition

• Distribution
• Visibility
• Number of lines
• Share of shelf

• Consumer attitude
• Brand health
• 360º comms
• Brand investment
• ROI
• Competitor activity

• ROI
• Depth of discount
• Number of promotions
• Compliance
• Competitor activity

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Science and Art
6 Ps Detective Tool
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6Ps Detective Worksheet
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Case Study
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Completed 6Ps Detective Worksheet for Magnum
case study
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6Ps Brand Growth Model
Profit
TO Value
Value Mkt Size
Value Share
Market Dynamics and Financial Return
Price
Market growth
TO Volume
Volume Mkt Size
Volume Share
Buyer behaviour
6Ps (Brand Levers)
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Brands built on ideas that endure...
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... that may provoke debate ...even social
change!
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wherever they may run.
Europe
Latin America
Asia
USA
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Brands that are driven by insight
Sunsilk for mulatto hair
Sunsilk for afro hair
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...and foresight...
Example from Foods North America
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Brands that deliver health.....
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...hygiene...
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nutrition
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...and vitality.
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Brands that make you feel good
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Look good...
Visibly whiter teeth in two weeks
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and get more out of life
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6Ps Brand Growth Model
Profit
TO Value
Value Mkt Size
Value Share
Market Dynamics and Financial Return
Price
Market growth
TO Volume
Volume Mkt Size
Volume Share
Buyer behaviour
6Ps (Brand Levers)
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Brands that talk to the head
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Brands that talk to the heart.
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. Through messages one cannot miss
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that arrive with bravado...
Knorr boat party
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that stage spectaculars...
Viso Washing Powder the Guinness Book of
Records longest washing line ever at 5.2 kms
Phnom Penh
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with style drama...
Lux Super Rich Bangkok -longest catwalk ever
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that break world records...
Vaseline Durban - South Africa the Guinness Book
of Records largest bar of soap at 12.5 tons
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.across all Communications
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Cornetto Love campaign
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Exploiting the lid

• Buy Cornetto Flip the Lid SMS Free
  Download

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Cornetto Love Songs Website 2007
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Love Songs 2007 romantic press conference
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.generated record media coverage, in print
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and On-line
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Pop Concerts in major cities..
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. a great platform to engage with our core target
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gt 2 million SMSs in 2007 .
August
April
5 months
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Cornetto 2007 25 Growth YTD
Sales Value
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48
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18
29
20
24
4
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. Its all about CONSISTENCY
Flip The Lid
ATL
BTL
Presence
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Appropriate communication
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BDs BBs seamlessly working to bring the
brands to life in the market place...
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6Ps Brand Growth Model
Profit
TO Value
Value Mkt Size
Value Share
Market Dynamics and Financial Return
Price
Market growth
TO Volume
Volume Mkt Size
Volume Share
Buyer behaviour
6Ps (Brand Levers)
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Retail Trade Development in Asia/Africa
13
40
49
60
68
78
90
95
97
99
87
60
51
40
32
22
1
3
5
10
Iran
India
Egypt
China
Nigeria
Turkey
S Africa
Australia
Indonesia
Philippines
Modern Trade
Traditional
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Serve our diverse retail portfolio
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Widest Coverage in Asia/Africa
gt 5,900 core distributors gt 9 million retail
outlets
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Winning in Modern Trade
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... dominate the gondola...
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... enliven the aisle...
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...and bring powerful in-store events.
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And dominate the General Trade
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6Ps Brand Growth Model
Profit
TO Value
Value Mkt Size
Value Share
Market Dynamics and Financial Return
Price
Market growth
TO Volume
Volume Mkt Size
Volume Share
Buyer behaviour
6Ps (Brand Levers)
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Packs that leap from historic disarray...
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. to design alignment.
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Brands that have proprietary design
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outstanding ergonomics...

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Packs that are affordable
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6Ps Brand Growth Model
Profit
TO Value
Value Mkt Size
Value Share
Market Dynamics and Financial Return
Price
Market growth
TO Volume
Volume Mkt Size
Volume Share
Buyer behaviour
6Ps (Brand Levers)
75
Our Consumers are Diverse
Affluent
300 m
Aspiring
1.2b
3.2b
Striving
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Unilever - Business Approach
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Unilever Marketing Approach
Fulfilling Aspiration
800m Affluent
1500m Aspiring 1,500-15,000
Making the aspirational affordable
4000m Striving lt1,500
Affordably priced basics
Income shown at Purchasing Power Parity rates in
U.S. dollars
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Business Strategy Differentiated Brand Portfolio
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Business Strategy Research and Development
Approach
Superior benefits Sensory edge Packaging
innovation
Leverage global mixes
Affluent
Aspiring
Increase consumption uptrade
RD
Appropriate functional benefits Aggressive cost
engineering Low unit price (LUP)
Striving
Drive penetration
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Business Strategy Pricing and Cost Approach
Conventional
Cost Margin Price
Reverse Engineering
Affordable Unit Price Margin Target Cost
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6Ps Brand Growth Model
Profit
TO Value
Value Mkt Size
Value Share
Market Dynamics and Financial Return
Price
Market growth
TO Volume
Volume Mkt Size
Volume Share
Buyer behaviour
6Ps (Brand Levers)
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Product quality is THE key driver of the long
term success of a new launch
Magnifying Innovations
Bases data suggests that only products with
strong purchase intent should be launched
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3
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Demonstrably superior whites performance
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novel tastes
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superior sensories...
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BIG Unilever Brands...

• distinctively positioned insightful
• underpinned by great technology
• supported through great communication
• can be adapted to different consumer needs
• can be expressed with local touch
• surprise delight the consumer

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Made BIGGER...Via Brilliant Local Touch

• distinctive, insightful local positioning
• supported through locally-effective communication
• adapted to local consumer needs
• expressed made relevant via local touch
• surprise delight the local consumer, shopper
  customer

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To fulfill our Mission