Unilever 2011 Annual Report Download - page 18

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15Unilever Annual Report and Accounts 2011
Report of the Directors About Unilever
15
Focusing on shoppers
We are now focusing much more closely
on marketing to shoppers inthe store.
We continue to concentrate on ‘sales
fundamentals’ – standards which
measure our in-store performance
inan increasing number of markets.
Meanwhile, our ‘Perfect Store’
programme is creating optimal
merchandising layouts for retailers,
regardless of geography or space.
By the end of 2011 more than 3 million
shops had already signed up to our
‘Perfect Store’ programme. We
know the strategy is working – in the
Philippines, for example, our audit of
3,800 stores showed that the ‘Perfect
Store’ format is growing faster than
those outside the programme. And
in Germany, the ‘Perfect Store’
programme boosted the entire savoury
category, with sales of Knorr products
significantly outpacing category and
competitor growth.
GROWING BUSINESS,
GROWING LIVELIHOODS
Project Shakti – meaning ‘strength’ in
Sanskrit – is our distribution programme
in India, creating opportunities for
micro-entrepreneurs to sell our products
in rural areas, enabling them to bring in
extra money to support their families and
earn respect within society. We employ
around 45,000 female entrepreneurs,
helping our brands reach over 100,000
villages. In addition, more than 30,000
male members of Shakti families are now
involved, cycling to surrounding villages
to sell Unilever products. As well as
supporting the Unilever Sustainable
Living Plan’s goal to enhance livelihoods,
local distribution programmes such as
this have added around €80million in
incremental turnover.
OUR DOORTODOOR
SELLING OPERATION IN
INDIA PROVIDES
OPPORTUNITIES FOR
BETTER LIVELIHOODS,
HELPING COMMUNITIES
AND OUR BUSINESS.