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Winning throughBrands and Innovations
Vindi BangaPresident Foods, Home and Personal Care
Geneviève Berger Chief R&D Officer
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Vindi Banga
President Foods, Home and Personal Care
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Leading Category Positions
Local Strength● Oral Care● Household
CleaningWorld Number 2● Laundry● Daily Hair Care
World Number 1● Savoury● Dressings● Tea● Ice Cream● Spreads● Deodorants● Mass Skin
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Robust portfolio of brandswith global scale
12 €1 BILLION + BRANDS
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Growing volume share
Broad based brand share growth
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Most geographies growing
19/24 MCOs growing
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Consumer TrendsRecession Impact
Consumers cut back with a clear hierarchy
Unilever’s categories have been less affected by the recession because they are everyday products; everyone needs to brush their teeth, wash their clothes & spread their bread.
BIG TICKETDelay purchasing a new car.
LIFESTYLENo holiday and keeping satellite TV.
DISCRETIONARYDrink less coffee out of home (but more alcohol in the home).
EVERYDAYContinue buying everyday essentials like food and washing powders but look for value.
SPEND
SPEND
SPEND
SPEND
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•Stepped up brand support
•Focused on bigger, better innovation
•30 Day Plans to focus fast on market-place issues
•Moved early to correct pricing
2009 Actions
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Winning in the new reality
Greater consumer focuson the value equation
Step change themarketing execution
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Step change marketing execution
Brands & Innovation: Key thrusts
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Target unbranded preference
Step change marketing executionSuperior product
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Rexona in Philippines
Unbranded Win
Deodorants
Odour control
Overall opinion
Unbranded Win
Unique pack
Overall opinion
Win driven by uniqueup-side down roll-on
Avon Rexona
RexonaWon’t let you down
Step change marketing executionSuperior product
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From…•Productivity•Efficiency•Cost saving
Step change marketing executionSuperior design
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Step change marketing executionSuperior design
To…•Consumer-led design culture•Winning in the ‘first moment of truth’
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Step change marketing executionSuperior design
1 UnileverPackaging
Organisation
Differentiating Technology
Structural DesignMaterials Design
DecorationSustainable Design
Consumer Centric
Design Culture
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Industrystandard
Step change marketing executionSuperior communicationCommunication is improving
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Zero dandruff48 hour protection
Step change marketing executionSuperior communicationWith more compelling product claims
Use every day for 30 days to look as fair as the full moon
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Step change marketing executionSuperior communication
Digital investment growing quickly
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Superior products
Superior design
Superior communication
Step change marketing execution
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Bigger, better, faster innovations
Step change marketing execution
Brands & Innovation: Key thrusts
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Bigger, better, faster innovationsBigger, better projects
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Dove Fresh 64 markets
Hair minimising deos37 markets
Pyramid bags44 markets
Clear35 markets
Axe Temptation56 markets
White Now21 markets
Knorr Stock Pot12 markets
Bigger, better, faster innovationsFast roll-out
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Bigger, better, faster innovationsGetting faster- Sunsilk relaunch
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Bigger, better, faster innovations2010: Key projects to double in size
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The enginethat drives profitable growth
Geneviève BergerChief R&D Officer
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From principle to practice
November 2008:rebuilding the engine
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November 2009:competing and winning
Bigger, better, faster
From principle to practice
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We now havea better
organisationin place
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We now havea better organisation in place
Prioritisation of programme
Leveraging network of major labs
Powerful Critical Functional Capabilities
Securing the long term
1234
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From a multitude of technologies Identify most disruptive
Prioritisation of programme1
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From a multitude of technologies Identify most disruptive
Prioritisation of programme1
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Prioritisation of programme1
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Consumer benefit focus
Sciencefocus
Homecare Personal Care Foods
Genesis 12Genesis 13
Genesis 14Genesis 15
Genesis 1Genesis 2
Genesis 5Genesis 6
Genesis 7Genesis 8
Genesis 16Genesis 17
Genesis 3Genesis 4
Genesis 9Genesis10
Genesis 11
Potential future Genesis
Prioritisation of programme1
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Risk management
STOP
Decision trees
Incremental turnover
2009 2010 2011 20132012
Roadmaps & milestones
Risk
1 Prioritisation of programme
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Leveraging network of major labs2
Interdependent
Building Asia
Shanghai
Vlaardingen
Port Sunlight
Colworth
Trumbull Bangalore
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Foods and HPCGlobal Lab
Shanghai ‘One Unilever’
R&D Centre
“Made in China innovations”for people everywhere
Leveraging network of major labs2
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Safety
3 Powerful criticalfunctional capabilities
Create competitive advantage
PatentsOpenInnovationClinicals Regulatory
AffairsIT for R&D
We have raised the bar
Resource, programme and new leaders
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Proof of higher functionalityin healthy food and personal care
Clinicals
3 Powerful criticalfunctional capabilities
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Foods regulatory environment
3 Powerful criticalfunctional capabilities
Clinicals
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Externalaffairs
Holistic approach
Turning claims regulation into an opportunity
Well positionedto leverage
our scientific baseScience
ClinicalsStrong
capability
3 Powerful criticalfunctional capabilities
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Increasing investment, building ambitious momentum
Key for breakthrough innovation
OpenInnovation
OpenInnovation
3 Powerful criticalfunctional capabilities
Building strategic areas
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Discover science platforms
4 Securing the long term
Balancing the short term and the long term
Forecast for the future– breakthrough leads
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We havea much more robust
innovation pipelineincluding big innovations
(1-5 years)
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Innovation Pipeline Built
Built through partnership
between R&D and category teams
delivering to category
innovation platforms
Key disruptivetechnologies inpipeline agreed
by R&D andCategory
(approx 4 per category)
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We are now organisedto exploit
opportunitiesfor new businesses
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Business model that captures all consumer opportunities
Executionalpartners
ExternalVentures
Disruptive partnerships
Open InnovationInternal
Create new high growth business beyond Unilever’s current core
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Deliver breakthrough science in areas of real consumer need…
…and develop innovations thatdo what they claim, and claimsthat consumers really trust
The role of R&D in a consumer-centric organisation
…with a long term vision
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Vindi Banga
President Foods, Home and Personal Care
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Bigger, better, faster innovations
Step change marketing execution
Market development
Brands & Innovation: Key thrusts
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Growing value
Moreusers
Usingmore
Payingmore
Market developmentDeveloping markets and our share of them
Growing volume
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Market developmentMore users: Surface cleaners in India
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Market developmentUsing more: Day and night Oral Care
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Market developmentPaying more: trading up in Tea globally
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Market development exampleSkin Care in India – More usage
Product as ‘hero’
Right Size
Educational campaign
Product availability
Alignedpromo strategy
Daily Regime
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Market developmentEmbedded in category strategies
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Bigger, better, faster innovations
Step change marketing execution
Market development
Brands & Innovation: Key thrusts