DOCSLIB.ORG

Bab Iv Gambaran Umum Iklan Walls Magnum Gold

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Bab Iv Gambaran Umum Iklan Walls Magnum Gold BAB IV GAMBARAN UMUM IKLAN WALLS MAGNUM GOLD 4.1. Profil PT Unilever Indonesia, Tbk. PT Unilever Indonesia Tbk (perusahaan) didirikan pada 5 Desember 1933 sebagai Zeepfabrieken N.V. Lever dengan Akta No. 33 yang dibuat oleh Tn.A.H. van Ophuijsen, notaris di Batavia. Akta ini disetujui oleh Gubernur Jenderal van Nederlandsch-Indie dengan surat No. 14 pada tanggal 16 Desember 1933, terdaftar di Raad van Justitie di Batavia dengan No. 302 pada tanggal 22 Desember 1933 dan diumumkan dalam Javasche Courant pada tanggal 9 Januari 1934. Pada 22 Juli 1980, nama perusahaan diubah menjadi PT Lever Brothers Indonesia dan pada 30 Juni 1997, nama perusahaan diubah menjadi PT Unilever Indonesia Tbk. Unilever Indonesia mendaftarkan 15% dari sahamnya di Bursa Efek Jakarta dan Bursa Efek Surabaya pada tahun 1981. PT Unilever Indonesia Tbk. bergerak dalam bidang produksi, pemasaran dan distribusi barang-barang konsumsi yang meliputi sabun, deterjen, margarin, makanan berinti susu, es krim, produk-produk kosmetik, minuman dengan bahan pokok teh dan minuman sari buah. Pada tahun 1992 PT Unilever Indonesia Tbk. membukapabrikeskrim. Memasuki pasar Indonesia pada tahun 1992, Walls terus menerus menciptakan inovasi sepanjang tahun untuk memenuhi kepuasan pelanggan di segala segmen baik untuk produk dari dalam maupun luar perusahaan. Dengan 13 merek dan lebih dari 40 varian, kini Walls telah menjadi pilihan utama dunia es krim Indonesia. 4.2 Profil Lowe Indonesia Unilever global CEO Paul Polman has announced that the Magnum ice cream brand has become a Billion Euro Brand saying „Magnum is one of the greatest success stories in the history of consumer goods‟. Lowe and Partners is 36 the global advertising agency for the brand and creators of the „For Pleasure Seekers‟ brand strategy. Kutipan diatas menjelaskan bahwa Unilever global CEO Paul Polman telah mengumumkan bahwa merek es krim Magnum telah menjadi Miliar Euro Merek mengatakan 'Magnum adalah salah satu kisah sukses terbesar dalam sejarah barang konsumen. Lowe dan Partners adalah agen periklanan global untuk merek dan pencipta 'For Pleasure Seekers' strategi merek1. Lowe adalah biro iklan multinasional berkantor pusat di London. Perjalanan Lowe dilalui dengan melakukan merger di mana hal itu dilakukan untuk memperluas jaringannya. Saat ini, Lowe adalah bagian dari interpublic group yaitu salah satu biro iklan terbesar dunia. Pada bulan Mei 2000 di Indonesia resmi berdiri Lowe Lintas & Partners Indonesia. Namun, di bulan Januari 2002, manajemen melakukan pergantian nama menjadi Lowe & Partners Worldwide. Lowe Indonesia merupakan biro iklan yang masuk dalam kawasan asia pasifik dengan kantor pusat di Singapura. Pada bulan oktober 2002, Lowe Indonesia menjadi biro iklan sepenuhnya (Mega Natasha, 2012:59). Lowe indonesia memiliki client Magnum2. 4.3 Produk Rangkaian produk Perseroan mencakup produk Home & Personal Care serta Foods & Refreshment ditandai dengan brand - brand terpercaya dan ternama di dunia, antara lain Wall’s, Lifebuoy, Vaseline, Pepsodent, Lux, Pond’s, Sunlight, Rinso, Blue Band, Royco, Dove, Rexona, Clear, dan lain-lain. Salah satu produk Unilever adalah Walls Ice Cream. Pada 1992, Pabrik es krim Wall’s dibuka di Cikarang. Conello dan Paddle Pop muncul di pasar. Pada 13 September 2012, Wall’s Magnum meluncurkan inovasinya, Magnum Gold?!. Sebuah es krim vanilla lembut dengan saus sea-salt caramel yang dilapisi dengan Belgian chocolate berwarna emas. 1) http://www.loweandpartners.com/news/unilever-names-magnum-a-billion-euro-brand, diakses 11 November 2013 pukul 15.15 WIB 2) www.loweindonesia.com/client-list/, dilihat pada 8 Oktober 2013 pukul 02.16 WIB 37 4.4 Media iklan yang digunakan Ekspansi media digital yang digunakan PT. Unilever Indonesia, Tbk. untuk mengkampanyekan produknya adalah Twitter, Facebook dan Youtube. Meskipun sangat disorot produk Magnum Gold di Twitter, namun pihak Unilever lebih memaksimalkan Youtube karena support digitalnya lebih lengkap, seperti menampilkan seri Iklan Magnum Gold Rush yang disutradarai dari Hollywood, Bryan Singer dan aktor peraih Oscar, Benicio del toro. Iklan ini mendapat respon yang menggembirakan di Youtube3. Iklan Magnum Gold Tvc 30’ dipublikasikan pada 9 September 2012 pada media youtube. Menurut statistik video sampai dengan 2 April 2014, penayangan iklan ini sebanyak 58.320 kali4. 3) http://swa.co.id/profile/oky-andries-unilever-university-learning-forever, diakses 11 April 2013 pukul 22.34 WIB 4) http://www.youtube.com/watch?v=nkVKW7tqVCQ, diakses 04 April 2014 pukul 13.20 WIB 38 4.5 Script Iklan Walls Magnum Gold No Video Audio Narasi 1 Narrator: Pasangan suami istri bekerja sama dalam aksi terbesar. 2 Genre musik yang They are married digunakan: Jazz 3 They Work Together 39 4 They Work Together FVO: I know where Pada bagian ini we can find seventy muncul kalimat: five million pieces “Aku tahu dimana 5 gold. kita bisa mendapatkan 75 juta batang emas”. MVO: seventy five Pada bagian ini million? 6 muncul kalimat: “75 juta?” 40 7 Narrator: Apapun akan mereka lakukan untuk 75 juta Gold 8 SFX: suara komputer Pada bagian ini muncul kalimat: 9 “and they are after 75 million pieces of gold”. 41 10 Pada bagian ini muncul kalimat:“75 million pieces of gold”. 11 12 SFX: suara bom meledak 42 13 Narrator: Tapi Pada bagian ini bukan seperti Gold muncul kalimat: yang dia harapkan “Just not the gold he was expecting”. 14 Pada bagian ini MVO: you’ll ready muncul kalimat: know all of these? “Kamu sudah tahu tentang semua ini?” 15 SFX: suara gigitan es krim 43 16 Narrator: Baru, magnum gold es krim vanila lembut dengan saus seasalt karamel, 17 dilapisi belgian chocolate berwarna emas. 18 MVO: you’ll ready Pada bagian ini muncul kalimat: know all of these? “Kamu sudah tahu tentang semua ini?” 44 19 20 Narrator: Pada bagian ini dilihat dari sudut kiri Baru, magnum gold atas terdapat logo As good, As gold. Walls dan sebelah kanan terdapat logo Unilever. Selain itu, pada bagian ini muncul kalimat: “New” kemudian gambar kemasan produk es krim di tengah dan pada bagian tengah bawah terdapat kalimat “As Good As Gold” dan pada bagian paling bawah terdapat kalimat “For Pleasure Seekers”. 45 4.6 Pengenalan Tokoh 4.6.1 Benicio Del Toro 4.6.1.1 Biografi Benicio Del Toro, Lahir di Puerto Rico pada 19 Februari 1967, Del Toro menghabiskan 13 tahun pertamanya di negeri asalnya sampai keluarganya pindah ke sebuah peternakan Pennsylvania setelah kematian ibunya. Benicio Del Toro terdaftar di University of California di San Diego dengan tujuan menjadi seorang pengacara. Akan tetapi, akting membawanya untuk mengubah jalur kariernya. Dia berhenti sekolah dan pindah ke New York di mana ia dilatih di Stella Adler Conservatory di Square Theatre School kemudian menuju ke LA, Benicio Del Toro dilatih lebih lanjut di Actors Circle Theater5. Tokoh Benicio del toro ketika memulai karirnya sejak tahun 1980-an, pada saat itu dia lebih banyak berperan sebagai penjahat. Film-film yang dibintanginya antara lain adalah MIAMI VICE, miniseri DRUG WARS: THE CAMARENA STORY, dan masih banyak lagi6. 4.6.1.2 Profil NamaAsli :BenicioMonserrat Rafael Del Toro Sanchez TanggalLahir : 19 Februari 1967 TempatLahir :San German, Puerto Rico TinggiBadan :188 cm Kewarganegaraan : Puerto Rico WarnaRambut : Coklat Ayah :Gustavo Adolfo Del Toro Bermudez Pekerjaan Ayah :Pengacara Ibu :Fausta Sanchez Rivera PekerjaanIbu :Pengacara Saudara : Gustavo Del Toro 5) http://www.starpulse.com/Actors/Del_Toro,_Benicio/ diunduh pada 17 januari 2014 pukul 08.44 WIB 6) http://selebriti.kapanlagi.com/hollywood/b/benicio_del_toro, diakses 14 November 2013 pukul 00.39 WIB 46 (DokterSpesialisPenyakitDalamuntukAnak,kakaklaki-laki) Kekasih : Valeria Golino (aktis, tunangan, 1988 - 1992), Alicia Silverstone (aktis, 1996 - 1997),Chiara Mastroianni (aktris/penyanyi, 1998 - 2001),Heather Graham (aktris, 2001), Scarlett Johansson (aktris, 2004),Sara Foster (aktris, 2004 - 2006), Catherine Keener (aktris, 2008 - 2009), Kimberly Stewart (model) Anak-anak :Delilah Genoveva Stewart Del Toro (perempuan, L. 21-Agt-11) Populer Sejak : Berperansebagai Fred Fenster di "The Usual Suspects" (1995)7 Tabel 4.6 Peran Benicio Del Toro dalam Box Office Tanggal Judul Box Office8 Peran9 Penghargaan Rilis 2014-08-01 Guardians of the Galaxy Aktor bermainsebagai TaneleerTivan / The Collector 2012-07-06 Savages Aktor Universal Pictures bermainsebagai Lado 2010-02-12 The Wolfman Aktor Universal Pictures bermainsebagai Ernesto Che Guevara 2008-12-12 Che: Part One Aktor bermainsebagai Ernesto Che Guevara 2007-10-19 Things We Lost in the Fire Aktor bermain DreamWorks Home sebagai Jerry 7) http://www.wowkeren.com/seleb/benicio_del_toro/profil.html, diunduh pada 1 Febuari 2014 pukul 07.50 WIB 8) http://www.starpulse.com/Actors/Del_Toro,_Benicio/Box_Office/ diunduh pada 30 Januari 2014 pukul 01.21 WIB 9) http://www.wowkeren.com/seleb/benicio_del_toro/film.html, diunduh pada 1 Febuari 2014 pukul 07.44 WIB 47 Entertainment Sunborne 2005-04-01 Sin City Aktor Walt Disney Studios Home bermainsebagai Entertainment Jackie Boy 2003-11-21 21 Grams Aktor bermain AktorTerb Universal Studios Home sebagai Jack aikdalamP Entertainment Jordan eranPendu Nominasi 2004 kung Oscar 21 Grams (2003) 2003-03-14 The Hunted Aktor Paramount Pictures bermainsebagai Aaron Hallam 2001-01-19 The Pledge Aktor Warner Bros. Pictures bermainsebagai Distribution Toby Jay Wadenah 2000-12-27 Traffic Aktor bermain AktorTerbaikd USA Home Entertainment sebagai polisi alamPeranPend Meksiko, Javier Won 2001 ukung Rodriguez Oscar Rodriguez Traffic (2000) 2000-12-06 Snatch Aktor Screen Gems
Load more

Recommended publications
  • Unilever Trading Statement First Quarter 2018 a Good
    UNILEVER TRADING STATEMENT FIRST QUARTER 2018 A GOOD START WITH STRONG VOLUME GROWTH Performance highlights Underlying performance GAAP measures vs 2017 vs 2017 Underlying sales growth (USG)(a) 3.4% Turnover €12.6bn (5.2)% USG excluding spreads(a) 3.7% Turnover excluding spreads €11.9bn (5.2)% Quarterly dividend payable in June 2018 €0.3872 per share (a) These amounts do not include any Q1 price growth in Venezuela. See page 5 for further details. • Underlying sales growth excluding spreads 3.7% with volume 3.6% and price 0.1% • Emerging markets underlying sales growth 5.1% with volume 4.3% and price 0.8% • Share buy-back programme of up to €6 billion to start in May 2018 • Quarterly dividend raised 8% to €0.3872 per share Paul Polman: Chief Executive Officer statement “The first quarter demonstrates another good volume-driven performance across all three Divisions. The broad-based growth, including over 4% volume growth in emerging markets, shows that the ‘Connected 4 Growth’ programme is working and enhancing our long-term compounding growth model. We are further improving the quality and speed of our global and local innovation as a result of a more agile, consumer-facing organisation. At the same time, we are maintaining strong delivery from our savings programmes and expecting to complete the exit from spreads in the middle of the year. For the full year, we continue to expect underlying sales growth in the 3% - 5% range and an improvement in underlying operating margin and cash flow that keep us on track for our 2020 goals.
    [Show full text]
  • Logistics Efficiency Development in Distribution and Damage Control”
    Internship report On “Logistics Efficiency Development in Distribution and Damage Control” Prepared For: Ms. Mahtab Faruqui Senior Lecturer BRAC Business School BRAC University. Prepared By: Irfan Rafique ID: 08104001 BRAC Business School BRAC University. Date: 23rd January, 2012. Letter of transmittal January 23rd, 2012 Ms. Mahtab Faruqui Senior Lecturer BRAC Business School BRAC University. Subject: Submission of internship report. Dear Madam, I would like to take the opportunity to thank you for the guidance and support you have provided me during the course of this report. I also want to express deep gratuities to Mr. Rezwan Hamid, Territory manager, Tejgoan territory for his cooperation and supervision. In this report this report I tried my level best to provide authentic information. I also tried to reflect my experience driven learning and findings. I request you to excuse me for any mistake despite my best effort. I also appreciate if you enlighten me with your thoughts and views regarding the report. Also, if you wish to enquire about any aspect of my report, I would gladly answer your questions. Yours Sincerely, Irfan Rafique ID: 08104001 BRAC Business School BRAC University ACKNOWLEDGEMENT Prosperous conclusion of any course requires support from various personal and I was fortunate to have support, direction and supervision in every aspect from my teacher, Unilever officials and friends. I would also like to express my cordial thanks and gratitude to my supervisor of internship program Ms. Mahtab Faruqui, senior lecturer for farm encouragement as well as guidance in preparing this report. I acknowledge my gratitude to Mr. Rezwan Hamid for his guidance, cooperation and help.
    [Show full text]
  • Unilever Annual Report & Accounts
    DISCLAIMER This is a PDF version of the Annual Report on Form 20-F 2018 and is an exact copy of the document filed with the SEC at www.sec.gov. Certain sections of the Annual Report on Form 20-F 2018 have been audited. These are on pages 75 to 127 and the Guarantor Statements on pages 158 to 162. The maintenance and integrity of the Unilever website is the responsibility of the Directors; the work carried out by the auditors does not involve consideration of these matters. Accordingly, the auditors accept no responsibility for any changes that may have occurred to the financial statements since they were initially placed on the website. Legislation in the United Kingdom and the Netherlands governing the preparation and dissemination of financial statements may differ from legislation in other jurisdictions. Except where you are a shareholder, this material is provided for information purposes only and is not, in particular, intended to confer any legal rights on you. This Annual Report on Form 20-F does not constitute an invitation to invest in Unilever shares. Any decisions you make in reliance on this information are solely your responsibility. The information is given as of the dates specified, is not updated, and any forward-looking statements are made subject to the reservations specified in the cautionary statement on the inside back cover of the Annual Report on Form 20-F 2018. Unilever accepts no responsibility for any information on other websites that may be accessed from this site by hyperlinks. MAKING SUSTAINABLE LIVING COMMONPLACE ANNUAL REPORT ON FORM 20-F 2018 ANNUAL REPORT ON CONTENTS FORM 20-F 2018 Strategic Report ..............................................................................
    [Show full text]
  • Case Analysis
    Case Analysis COMPETING THROUGH SUSTAINABILITY Introduction Consumer goods giant Unilever is the result of a 1927 merger between a Dutch butter company and an English soap company that encountered each other in the commodities market due to their common use of palm oil. The companies diversified into each other’s product markets becoming competitors before merging to establish Unilever in 1930. Unilever’s founding philosophy held that companies can only prosper if they conduct business ethically and responsibly, which was coined: “doing well by doing good.” Unilever gained success through fast-growing local markets during the postwar consumer boom. However, it overdiversified leading to decreased profits and an ensuing stagnancy that lasted throughout the 1990s. In 2004, Unilever issued its first profit warning amidst deteriorating market share. In 2009, the company brought in its first external CEO, Paul Polman, who committed to doubling revenues while reducing environmental footprint and increasing societal impact. In 2010, Polman introduced a bold sustainability-focused transformational strategy called Unilever Sustainable Living Plan (USLP). The highly measurable plan set three goals to reach by 2020: improve the wellbeing of a billion people, halve its environmental footprint, and enhance life for everyone in its value chain. Problem Statement Polman announced 2014 results, which were largely positive. The company grew ahead of slowing worldwide markets, saw internal growth for its fifth consecutive year, and produced an 18% increase in shareholder returns. USLP program results were also strong with 7 of 9 pillars remaining on track and only 7 of 67 metrics being off track. However, Polman warned of “strong headwinds” created by external factors beyond Unilever’s control, such as stalling developed markets and slowing emerging markets.
    [Show full text]
  • In Honor of the 10Th Anniversary of the Skoll World Forum
    Voices on Society The art and science of delivery In honor of the 10th anniversary of the Skoll World Forum COPYRIGHT © 2013 MCKINSEY & COMPANY. ALL RIGHTS RESERVED. NO PART OF THIS PUBLICATION MAY BE COPIED OR REDISTRIBUTED IN ANY FORM WITHOUT THE PRIOR WRITTEN CONSENT OF MCKINSEY & COMPANY. de·liv·ery | di-’li-v(e-)ré The art and science of delivering improvements in health care, education, food security, financial services, and other arenas to the people that need them most—at scale, effectively, efficiently, and sustainably. Visit our website: mckinseyonsociety.com Join the conversation on Twitter: @McKinseySociety 3 | Voices on Society | The art and science of delivery | Contents 05 07 10 10 10 13 15 17 19 21 21 24 24 26 28 28 30 32 35 38 Contents Preface 1. Manage and lead 2. Scale what works 05 Norbert Dörr | McKinsey & Company 10 Kathleen McLaughlin, 24 Beatriz Perez and Guy Wollaert | 07 Sally Osberg | The Skoll Foundation Jens Riese, and Lynn Taliento | The Coca-Cola Company McKinsey & Company 26 Nitin Paranjpe | Hindustan Unilever 13 Tony Blair | African Governance 28 Salman Khan and Jessica Yuen | Initiative Khan Academy 15 Sir Michael Barber | Pearson 30 Michael Schlein | Accion 17 Pravin Gordhan | Minister of 32 Yvette Alberdingk Thijm | Witness finance, Republic of South Africa 19 Dambisa Moyo | Economist and Author 21 Shaina Doar and Jonathan K. Law | McKinsey & Company 4 | Voices on Society | The art and science of delivery | Contents 3. Issue focus: Health and hunger 4. The future of delivery 35 Muhammad Ali Pate | Minister of 53 Jim Yong Kim | World Bank Group state for health, Nigeria 55 André Dua | McKinsey & Company 38 Jamie Oliver | Better Food 57 Karim Khoja | Roshan Foundation 59 Patrick Meier | Qatar Computing 40 Julia Martin | Office of the US Global Research Institute AIDS Coordinator 62 Eoin Daly and Seelan Singham | 42 Andrew Youn | One Acre Fund McKinsey & Company 44 Steve Davis and Anurag Mairal | 64 Richard McGill Murphy and Denielle Sachs | PATH McKinsey & Company 46 Feike Sijbesma | Royal DSM 49 Helene D.
    [Show full text]
  • Case Study: Unilever1
    CASE STUDY: UNILEVER1 1. Introduction Unilever is a British-Dutch company that operates in the market of consumer goods and sells its products in around 190 countries. Another remarkable fact is that they own more than 400 brands, what means an important diversification in both risk and the products they sell, among which there is food, personal care products and cleaning agents. In fact, twelve of these brands have sales of more than a billion euros. The importance of this multinational is reflected too in the fact 2.5 billion people use Unilever products every day, being part of their daily life. They also are responsible for the employment of 161,000 people in the different countries they operate. Finally, they believe in a sustainable business plan in which they reduce the environmental footprint and increase their positive social impact at the time they keep growing. 2. History Unilever was officially formed in 1929 by the merger of a margarine Dutch company and a British soapmaker. The margarine company of Netherlands was also a merger between the first margarine factory called in the world and another factory of the same product and from the same city, Oss, in the Netherlands. The soapmaker company revolutionized the market because it helped to a more hygienic society and the manufacturing of the product was wrapped. The name of the company is a fusion between the Dutch firm called Margarine Unie and the British firm called Lever Brothers. What Unilever did, was to expand its market locations to the American Latin and Africa. Moreover they widened the product areas to new sectors such as particular food and chemical products.
    [Show full text]
  • Unilever Expands Sustainable Living Ambition 06­05­2014
    Unilever expands sustainable living ambition 06­05­2014 06­05­2014 : Unilever has announced a third year of good progress on the Unilever Sustainable Living Plan. Unilever has announced a third year of good progress on the Unilever Sustainable Living Plan, and an intention to expand further its sustainable living ambition to bring about broader change on a global scale. Commenting on progress, Unilever CEO, Paul Polman said: “In the three years since we launched the Unilever Sustainable Living Plan we have learned that sustainability drives business growth and a much deeper connection with our employees and consumers. In 2013, we’ve seen good progress, particularly on targets within our direct control. Our Plan is helping us to save money, reduce risk and drive innovation, and brands that have done the most to embrace sustainable living, like Dove, Lifebuoy, Pureit and Domestos, are enjoying some of our fastest growth.” In addressing the 100 senior sustainability experts including academics, NGOs, government and business who attended the ‘Making Progress, Driving Change’ event in London today, Polman explained that the company will continue to focus its scale, influence, expertise, and resources on making a fundamental change to entire systems, not just incremental improvements. This will involve stepping up plans to tackle several major global sustainability challenges, including: helping to combat climate change by working to eliminate deforestation, which accounts for up to 15% of global greenhouse gas emissions improving food security
    [Show full text]
  • School of Business and Economics
    A Work Project, presented as part of the requirements for the Award of a Master Degree in Management from the NOVA – School of Business and Economics. Ben & Jerry’s: Introducing linked prosperity to a multinational INKEN PAPENFUSS MASTER STUDENT NUMBER: 31491/ 4126 A Project carried out on the Master in Management Program, under the supervision of: Professor Luis Rodrigues 02.01.2019 1 Ben & Jerry’s: Introducing linked prosperity to a multinational Abstract: Ben & Jerry’s, a company with an iconic social reputation, introduced a new concept called linked prosperity to the business world, which put corporate social responsibility at the core of the company values and underscored it with concrete actions. It was able to preserve and continue most of its mission even after being acquired by the multinational Unilever. This master thesis provides insights into the history of the company, the take-over by Unilever and the difficulties emerging from the acquisition. Through a case study format, students will be able to learn about the once clashing company cultures of the two firms and how the values of Ben & Jerry’s spread to Unilever and the business world. Key words: Ben & Jerry’s, Unilever, Linked Prosperity, Corporate Social Responsibility 2 Table of Contents 1. Introduction .......................................................................................................................... 4 2. Case narrative ....................................................................................................................... 4 Founding
    [Show full text]
  • Fortune • Unilever Ceo Paulpolman Has Remade His
    FORTUNE UNILEVER WORLD'S MDST ADMIRED RANK: NO. 38 2016 REVENUES: S58 BILLION 2016 PROFITS: S5.7 BILLION EMPLOYEES: 169.000 NUMBER OF BRANDS: 100+ • UNILEVER CEO PAULPOLMAN HAS REMADE HIS COMPANY AS A MODEL OF RESPONSIBLE CAPITALISM. SELLING BUT CAN THE CONSUMER GOODS POWER• HOUSE GROW FAST ENOUGH TO PROVE THAT HIS NEW MODEL WORKS? COAP BYVIVIENNE WALT AND SAVING THE WORLD 122 F0RTUNE.COM // HAR.01.17 A PHOTOGRAPH BY JULIAN EDELSTEI FORTUNE THE QUESTION IS, 'DO YOU RUN THIS FOR SOCIETY OR NOT?'" SAYS POLMÄN. "THE REAL PURPOSE OF BUSINESS HAS ALWAYS BEEN TO COME UP WITH SOLUTIONS." STEP OUT OF THE FRIGID DRIZZLE into Unilever's factory outside not particularly interested in discussing the results. Liverpool in northern England, and the brightly lit, automated (Unilever reported $5.7 billion in net profit for assembly line gleams in stark contrast to the gloom outside. the year on slowing sales growth.) The figures that Thousands of bottles shoot down a conveyor belt with a click-clack seem more pressing to him are ones that he's con• sound, in a streak of bright purple. Look more closely, and there vinced have greater potential to put his and other is an important detail. The new bottle is squatter than the older, companies in peril. More than 160 million children taller style on another assembly line, with a smaller dispenser in the world are stunted from malnutrition, he says. and a label explaining that this version of Comfort brand fabric Eight million people die prematurely each year conditioner is good for 38 washes, rather than the 33 of the last- from pollution.
    [Show full text]
  • Entering Conscious Consumer Markets: Towards a New
    View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by University of Liverpool Repository ENTERING CONSCIOUS CONSUMER MARKETS: TOWARDS A NEW GENERATION OF SUSTAINABILITY STRATEGIES Boyd COHEN Professor EADA Business School Barcelona, Spain [email protected] Pablo MUÑOZ Lecturer in Business and Sustainable Change University of Leeds, Sustainability Research Institute Leeds, UK [email protected] NOTICE This is the author’s version of a co-authored work that is accepted for publication in California Management Review Cohen, B. Muñoz, P. 2017. Entering Conscious Consumer Markets: Towards a New Generation of Sustainability Strategies. California Management Review, 59(4), Qtr: Summer © SAGE Journals Changes introduced as a result of copy-editing, formatting and the final publishing processes may not be reflected in this document. For the definitive version of this work, please refer to the published source at: http://cmr.berkeley.edu 1 ENTERING CONSCIOUS CONSUMER MARKETS: TOWARDS A NEW GENERATION OF SUSTAINABILITY STRATEGIES Abstract More than 40 percent of US consumers participate in the 300 billion (USD) conscious consumer market (CCM). In the past decade, the growth of the CCM has not gone unnoticed by startups and established multinational corporations. Yet what differentiates success and failure of such forays is not fully understood. By using multi-case study design we explore how a range of firms have approached entry into the CCM. Through this process we develop a CCM Entry Strategies Matrix which suggests alternate market entry strategies dependent on the scope of the marketplace and the values of the target consumer segment.
    [Show full text]
  • Mkt Mix- Uniliver
    Home » Business » Marketing » Project Report on Marketing Strategy of Unilever Bangladesh Project Report on Marketing Strategy of Unilever Bangladesh Introduction Unilever is a multi-national corporation, formed of Anglo-Dutch parentage that owns many of the world’s consumer product brands in foods, beverages, cleaning agents and personal care products. Unilever employs nearly 180,000 people and had worldwide revenue of almost €40 billion in 2005. Unilever is a dual-listed company consisting of UnileverNV in Rotterdam, Netherlands and Unilever PLC in London, England. This arrangement is similar to that of Reed Elsevier and that of Royal Dutch Shell prior to their unified structure. Both Unilever companies have the same directors and effectively operate as a single business. The current non-executive Chairman of Unilever N.V. and PLC is Michael Treschow while Patrick Cescau is Group Chief Executive, who will retire at the end of 2008. Mr Paul Polman will succeed Patrick Cescau as Group Chief Executive. The company is widely listed on the world’s stock exchanges. 1.2 Origin of report Since practical orientation is an integral part of the BBA program, I tried to expose real life performance of Uniliver by preparing this report. To prepare this report I have come across with different information of the Uniliver. From the collected information I understand the company’s activities in the market as Uniliverll as in their internal preparation for marketing and others activities. I expect that this report will fulfill the requirement of BBA program and provide a clear idea about the Uniliver activities and other multi-national company’s effort in the Bangladesh.
    [Show full text]
  • Page 1 of 4 24/10/2012 About:Blank
    Page 1 of 4 UNILEVER TRADING STATEMENT THIRD QUARTER 2012 SUSTAINED GROWTH MOMENTUM DRIVEN BY EMERGING MARKETS Third quarter highlights • Turnover increased by 10.3% to €13.4 billion with a positive impact of 4.1% from FX and 0.1% from M&A • Underlying sales growth 5.9% with emerging markets up 12.1% • Underlying volume growth 3.4% ahead of our markets; pricing up 2.4% Nine months highlights • Turnover increased by 11.1% to €38.8 billion with a positive impact of 2.6% from FX and 1.5% from M&A • Underlying sales growth 6.6% with emerging markets up 11.7% • Underlying volume growth 3.0% ahead of our markets; pricing up 3.5% Paul Polman: Chief Executive Officer statement "I am pleased that we have again reported good quality growth, with volumes ahead of our markets. This consistent performance, despite continued high levels of competitive intensity, depressed economies and increasing global imbalances and uncertainty, shows that the Unilever transformation is well on track and is being embedded deeply in the business. The Compass strategy and the Unilever Sustainable Living Plan are driving aligned actions across the business. We are seeing a steady improvement in the quality of our innovation, meeting the needs of consumers wherever they are. The organisational structure that we announced last year is already paying off and we are seeing benefits in terms of our agility and discipline in operational execution. I am particularly pleased with the progress that we have made in attracting and retaining the best talent. This is increasingly being recognised externally.
    [Show full text]