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17Unilever Annual Report and Accounts 2011
Report of the Directors About Unilever
17
Driving return on brand support
We spent €6.1 billion on advertising and
promotion in 2011 with every brand, in
every category, inevery market focusing
on the best possible returns.
Global scale, local agility
By evaluating the effectiveness of our
marketing better, and rapidly adopting
new cost-effective models that make us
more competitive, we have been able to
drive down advertising production and
fees globally, reducing our overall
spending in this area by more than
€128million. And we see equal potential
for savings inlocal markets.
In Russia, Ukraine and Belarus
alone, we released €19 million for
investment through an operational
excellence drive that included
improving customer management,
using handheld computers to track
in-store performance and order sizes,
and improving the tracking of our
point-of-sale materials.
GROWING FAST, AND SUSTAINABLY
The Indonsa factory in Durban, South
Africa, which opened in December,
turned a flat-level site into an
operational plant producing savoury
brands like Knorr within 12 months.
An investment of around €70 million,
Indonsa aims to produce half the
greenhouse gas emissions of the
previous site and achieve zero waste
to landfill. Critical in water-stressed
Durban, it is ‘water neutral’ as it uses
rainwater harvesting and recycling
techniques to avoid taking water from
the local community.
THROUGH THE UNILEVER
SUSTAINABLE LIVING PLAN
WE HAVE SET NEW STANDARDS
FOR SUSTAINABILITY IN THE
DESIGN AND BUILD OF OUR
NEW FACTORIES.