The FMCG industry has many players like Loreal, Nestle, P&G etc in the world. Closer home, there are Dabur, Marico, ITC etc. But the one name that is almost synonymous with the term FMCG is Unilever. With its humble beginnings about a century ago, the company recorded a massive turnover of US $5.4 billion in 2020. It is also one of the few companies to have achieved gender equality and is considered one of the most desirable employers, the world over.
Unilever is one of the largest consumer brands with about 400 brands in its kitty, ranging from home care to food, and beauty to personal care. Let’s take a look at what makes this brand, with a U-shaped logo, one of the most recognized and appreciated ones, from a marketing perspective.
1. Glocal strategies
Unilever merges global strategies with local customers, thereby persuading them to buy products that are famous worldwide but are essentially local too. For example, in India, they give importance to the middle class, who constitute a major chunk of population, and spend the maximum on their products.
2. Putting customer first
The brand talks around reality. With each product idea rooted in reality, their entire marketing mix as well as promotion, talk about and involve real people with real emotions. Also, ideas like ‘breaking prejudices’ or ‘stains are good’, help customers in building a connect with their products
On understanding their customer needs, their direct-to-consumer business model has helped place them as one of the most valuable brands in the country.
3. Focus on Sustainability and better living
Talk about their Sustainable Living Plan! The brand had pledged towards improving lives of 8 billion people and make amends for their sustainable living. As an effort towards battling climate change and addressing social inequality, this plan was revolutionary. The brand worked towards it even during the pandemic.
With 50% of their managerial positions helmed by women, the brand has shown commitment towards achieving gender equality at the corporate level.
4. Continuous investment in Research and Development
Along with undertaking extensive marketing activities, Unilever gives utmost importance to product development in its R&D. They have already invested €800m into R&D in 2020 and have over 20,000 patents protecting their ideas, discoveries and breakthroughs, produced by their global team of 5,000 world-leading experts
With new and continuous efforts put by the brand over so many years, this brand works hard towards getting customers near the product. And that has been a crucial factor in keeping it at the top of its game.
