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Report of the Directors About Unilever
14 Unilever Annual Report and Accounts 2010
Winning in the
market place
New markets are our biggest opportunity for growth.
Developing and emerging countries offer huge potential.
Not only is the population rising rapidly, but more and
more people are reaching income levels where they can
start consuming our products for the first time.
Lead market development
Today, 5.9 billion people live in developing
and emerging markets – in countries like
Brazil, India and Indonesia. Unilever has
deep roots and a wide presence in such
markets – where we already reach many
more consumers than our competitors.
But we need to develop these markets
further, a goal we’ll achieve in three
mainways:
• more users (increasing market
penetration);
• more usage (increasing consumption);
and
• more benefits (trading up to higher
value products).
Our strategy produced a string of
successes in 2010. In China, our Comfort
brand reached 5.7 million new consumers.
In Nigeria, where the toothpaste category
has 84% market penetration, we found
that only 32% ofconsumers brushed
twice daily – and launched a campaign
toincrease usage. And in Indonesia,
5.3million new users converted from
deodorant powder to using Rexona
deodorant lotion.
Winning partners, winning customers
The retail industry is increasingly
dominated by fewer, larger retailers.
Because we combine global scale with
local market knowledge, Unilever can
help these retail customers achieve
theirown growth ambitions as they
extend their operations into new
geographic areas.
In 2010, we expanded our network of
Customer Insight and Innovation Centres
(CiiCs), which allow us to work closely
with retailers to trial new strategies
Convincing the consumer – Sunlight
In Indonesia, Sunlight is converting
consumers from cream detergents to
washing-up liquid through a successful
market development campaign focusing
on size, price, consumer education and
community engagement. Sunlight has
strengthened its market leadership,
grown the category and delivered an
average yearly volume growth well
above30% over the past five years.
5.7m
new Comfort consumers
inChina
84%
market penetration for
toothpaste in Nigeria