Unilever 2009 Annual Report Download - page 13

Lead market development
The world’s population, currently 6.8 billion, is set to grow to
7.7 billion by 2020. Today, 5.9 billion live in developing and emerging
markets – countries such as Brazil, India and Indonesia where
Unilever has deep roots and a wide presence. We already reach
many more consumers than our competitors in these markets.
Market development is about developing and growing categories.
There are three ways of doing this:
• more users (increasing market penetration);
• more usage (increasing consumption);
• more benets (getting consumers to buy higher value products).
Take Axe. In recognising that fragrance is a major reason why
people choose one brand over another, new fragrance launches
are helping to increase market penetration, introduce new users
to the brand and ensure our product mix remains up to date.
This, in turn, has helped Axe become the world’s leading male
deodorant and shower gel.
Putting market development into practice requires a rigorous,
consistent approach across all our categories. During 2009
our global category development teams produced market
development models for every category. These models are now
with our country teams who are using them as the basis of plans
for their local markets. This approach has already shown excellent
results in many of the markets in which we operate.
Winning in the
market place
Report of the Directors Our strategy
Our biggest growth opportunity lies in expanding
the markets in which we compete. In developing
and emerging countries there is huge potential
for future growth as more and more people start
consuming personal and household products
for the first time. To realise this potential, we will
need to partner with our customers in both the
developed and developing markets.
How we will win
Unilever was the exclusive partner of Walmart Soundcheck.
The campaign featured music talent such as Jennifer Hudson and
Martina McBride. Our brands, including Dove and Suave, were
able to reach their target consumers in a new, innovative way.
A video of a latest hit, along with exclusive interviews with the
artist, was shown in-store in the electronics department, and
was available as a download from the Walmart website. In-store
merchandising and additional online programming further
amplified the campaign. Not only did the programme result in
a big increase in sales for our products, but Walmart saw a rise
in music sales of the featured artists. Soundcheck is a multi-year
exclusive partnership, so we’re looking for another good year
in 2010.
Case study: Walmart USA
Winning in Walmart
Using hit album releases to sell our personal care products? The
Soundcheck campaign with Walmart engaged top artists whose
images reinforce our brands. With continuous exposure in almost
every Walmart store, the campaign reached around 130 million
target consumers per week, making a huge contribution to our
6.8% uplift in sales in Walmart in 2009.
and more @ www.unileverusa.com/suave
10 Unilever Annual Report and Accounts 2009