Unilever 2012 Annual Report Download - page 16

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Unilever Annual Report and Accounts 2012 Report of the Directors About Unilever
ABOUT UNILEVER GOVERNANCE FINANCIAL STATEMENTS SHAREHOLDER INFORMATION
WINNIN IN BRAZIL
Brazilian consumers care about their hair and,
inspired by the salons and hair professionals that
are a part of national life, are prepared to ‘trade up’
for a new product they believe in.
We saw a great opportunity in the market for the
TRESemmé brand and, in November 2011, we made
one of our most successful product launches ever,
backed by a campaign that communicated with
consumers across every major medium and channel,
with a particular emphasis on the internet. From
being unknown in Brazil, TRESemmé is now one
of the country’s leading hair brands in hypermarkets
and drugstore chains.
THE FRUITS OF
ROWTH
Parents buy Kissan
ketchups and jams
because they are made
from fresh fruit and
vegetables – and children
eat them because
they taste great. By
emphasising the natural
ingredients of its products
and improving taste and
texture, Kissan has
established a strong
market share position
in India.
WORLD TOILET DAY
More than 2 billion people
worldwide lack access
to clean toilets – a public
health risk which we are
campaigning to solve.
In November 2012, our
Domestos brand and our
partner, the World Toilet
Organization, opened
the world’s first ‘toilet
academies’ in Vietnam,
the first stage in a global
programme to train local
entrepreneurs to set up
hygienic toilet businesses.
OUR BRANDS IN ATION TO FIND OUT MORE GO TO
WWW.UNILEVER.COM/BRANDS-IN-ACTION.
Strong brands and nnovaton wll play
central roles n our ambton to double
the sze of our busness We are nvestng
heavly n the equty of our brands,
seekng to fnd the connectons between
consumers and the products they buy,
and so to strengthen them Where
we have strong brand equty, we are
leveragng t – creatng effcences by
focusng on fewer, bgger proects that
enhance margns And we are mprovng
our brands, developng superor products
whch consumers wll prefer, drvng
proftable growth
Buldng brand equtes
Buldng brand equtes
The strength of our business lies in
brands that consumers love to buy and use.
As we invest greater and greater effort in
understanding consumers’ relationships
with our products, we increasingly find
they are looking for brands that make a
difference in their lives and to their world.
So to make our brands stronger, we want
to draw out the ways in which our products
resonate with consumers – and create
brands with purpose.
Brands wth purpose
Few issues could give more purpose to our
work than sanitation: over 2,000 children
die every day from diarrhoea, which is
linked to, among other things, a lack of
clean toilets for more than 2 billion people
worldwide. Our Domestos brand works
with local entrepreneurs in countries
where access to sanitation is limited,
helping them set up small businesses
which source, sell and maintain hygienic
toilet facilities. It is one of the many ways
in which our Domestos brand is supporting
a campaign to improve sanitation for
millions of people. In keeping with Unilever
tradition, it is doing well by doing good.
Overall, Domestos sales grew by more
than 9% in 2012.
Unlever Annual Report and Accounts 2012
49 mllon
people reached by our Brush Day and
Night oral care campaign over 2010-2012
DOMESTOS IS SUPPORTING
A CAMPAIGN TO IMPROVE
SANITATION FOR MILLIONS
OF PEOPLE
Similarly, our Brush Day and Night
campaign, which encourages parents
and children to adopt good brushing habits,
connects our family health oral care
brands, led by Signal, to the dental health
of millions. Brush Day and Night reached
49 million people over 2010-2012 and has
helped our Signal brand grow by 22%
since 2008.
Sustanable marketng
Understanding the role of brands
in people’s lives also helps us target
marketing efforts where they are most
meaningful. For example, in South Africa
we have offered free Wonderbags to
customers of Shoprite stores when
they buy three 200g packs of Unilever’s
Rajah curry powder. The Wonderbag
is a remarkable advance in sustainable
cooking – an inexpensive heat retention
cooker that reduces fuel consumption
by half, reduces smoke from cooking
fires and helps food retain its taste,
nutrition and texture. Run in partnership
with Shoprite and Natural Balance (the
manufacturers of the Wonderbag), this
innovative scheme has helped 400,000
consumers to save significantly on their
fuel bills.