Ir 1.3 Building Marketing Capability Clift Tcm13-86716

8/6/2019 Ir 1.3 Building Marketing Capability Clift Tcm13-86716

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Building Marketing Capability

Simon Clift – Chief Marketing Officer

This presentation may contain forward-looking statements,

including ‘forward-looking statements’ within the meaning of the

United States Private Securities Litigation Reform Act of 1995.

These forward-looking statements are based upon currentexpectations and assumptions regarding anticipated

developments and other factors affecting the Group. They are not

historical facts, nor are they guarantees of future performance.

Because these forward-looking statements involve risks and

uncertainties, there are important factors that could cause actual

results to differ materially from those expressed or implied by

these forward-looking statements. Further details of potential risks

and uncertainties affecting the Group are described in the Group’s

filings with the London Stock Exchange, Euronext Amsterdam and

the US Securities and Exchange Commission, including theAnnual Report & Accounts on Form 20-F. These forward-looking

statements speak only as of the date of this presentation.

Safe harbour statement



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One core competence

Superior branded selling propositions

Personal Care growing at 6% +



3

Global habits, global competitors

Development of Deo global model

RegionalCentres

Global NetworkEstablished

Starting towork together

Cross-regionalProjects

Global Projects

Full GlobalWorking

1994-95 1996 1997-98 1999 2000

Global economies

of excellence,

speed & scale



4

Different global habits

Leveraging experience from Personal Care



5

Brilliantly differentiated

Axe Pulse

goes whereour target

goes

TV

PRINT

Release TRACK

across Europe

PR

POS

EVENTS

Commission a TRACK

DIGITAL

NEW FRAGRANCE



6

Dove Pro-Age

360 PR Coverage – Oprah

Family Goodness Brand



7

Family Goodness Brand Mission

““To nourish childrenTo nourish children

to reach their full potential.to reach their full potential.””

Rama Idea!

Rama Idea! is the first margarine

that contains important nutrients

that support mental development!

Product:

•Low fat (39%) spread•Rich source of selected brain nutrients (DHA,

ALA, B-vits)

Packaging

•One design for the world



8

No te abandona

Nao te abandona

Ne vous laisse pas tomber

Lasst Dich nicht im stich

НИКОГДАНЕПОДВЕДЕТ

Nigdy cię nie zawiedzie

Setia Setiap Saat

ΔΕΝ ΘΑ Σ’ ΕΓΚΑΤΑΛΗΨΕΙ

Setia Sepanjang Hari

Daar kun je op vertrouwen

Universal insights

Japan Gets the Axe Effect 2007



9

The Global / Local challenge

global brand = global bland?

Global Local

judging the balance

Domestos – from Europe to India

Europe India



10

INTEGRATED BRAND COMMUNICATION

Unilever’s 360 degree marketing programme

• INTEGRATED around a single idea

• Encompasses ALL touch points

• Exploitation of the idea across the most APPROPRIATEchannels, phased, to meet OBJECTIVES

• Planned in TALKABILITY

UNILEVER

IBC: Television is no longer enough

eg Sunsilk Malaysia

30”

stationspot

30”

SunSilkspot

1 0 ” cl o si n

g b um p er

1 0 ” o p e n i n g b u m p e r

5 minute episode

30”

Predicam-

ent with

SMS call-to-action

segment

45”

opening

followed

by

solution tolast

week’s

dilemma

UNILEVER

SMS competition:

What should Illyana do?

‘Illyana’s Dreams’

A prime-time TV dramafeaturing Sunsilk character

‘Illyana’





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ILLYANA’S BLOG

Illyana’s WAPSite

Catch Illyana on TV3@3pm on 28 Aug 06

1. Illyana’s Diary

2. Mobile Downloads

3. Past Episodes

4. SMS Contest

5. About Illyana’s WAP site

July 6th, 2006

Lama Yana X update blog. Tulah, bila katAust sbuksgt, pegisini sana. Tiap2 hariada benda nak buat. Shopping mmg best!got sumthin 4 evry1.. Harap2 mrk sk. Tpklaudorang x suka, Yana bole simpanje.

Tinggal sama mama lain rasanya.. mmgseronok klauhol, tp it’s nt hme! YanaslaluterfikirKak Ju yg keje srgkatkafe. Yana rinduKak Ju & Kak Faz&…Fasha…& …

Yg paling Yana rindu…nasi lemak…cari2pun x dpt…x kan nk mkn vegemite tiappagi! Yana gembira sgt balik KL….I’mhome at last! Siapa nak belikan saya nasilemak?!

Read past entries

(Price: RM0.50/per entry)

Illyana’s Diary

Brought to you by Sunsilk & eBuzz

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UNILEVER

PRINT COVERAGE

UNILEVER



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Measurable Marketing Objectives:

Sunsilk strengthens leadership in shampoo to 24%

UNILEVER

Measurable Marketing Objectives:Sunsilk becomes No 1 in Conditioner

UNILEVER



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=

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Non Users 80 11 7 6

Users 20 89 93 95

Deos Ora l Ha ir Soap

3B Non-users

1.500 bn Euro OPPORTUNITY!

e.g. Asia is half the

world’s population

But only 7 out of 100

Asians use Deos

+

…as half the world don’t yet use a deo

It’s our market to grow …

1025

105

139

148

1 9 9 9

2 0 0 0

2 0 0 1

2 0 0 2

2 0 0 3

2 0 0 4

2 0 0 5

€ mio

164168

Russia Deodorant Market

from 1999



15

Unilever’s first global masstige innovation

It’s time to believe in miracles

Launched in:

*China*Thailand*Philippines*Indonesia

Sep’06Oct ’06Nov 06Nov 06

*India*Vietnam*Taiwan

Dec ’06Jan 07Jan 07

with leading edge formulationhas breakthrough CLA anti-aging technology

“Age spots and wrinkles are

reduced in just 7 days”



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2006

2007

Rama/Blueband Idea!

Launched in 14 countries in 5 months

Dry Wet

CUBITOSFrom Latin America to

a fast coordinated rolloutthroughout CEE and

Africa (harmonised mix)

WET SOUPS (DOY PACK)From the Netherlands to a fast

coordinated rollout

to Western Europe under Knorr(harmonised mix)

Knorr fast roll-out



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Marketing ROI

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

-20,000

0

Sep-97 Jan-98 May-98 Sep-98 Jan-99 May-99 Sep-99 Jan-00 May-00 Sep-00

S a l e s

Source of Volume by Business Driver

0

200

400

600

800

1000

1200

Competitor Advertising

Base

Online

4.0

4.2

4.4

4.6

4.8

5.0

Detailing

0

20

40

60

80

100

MeetingsEvents

0

200

400

600

800

1000

1200

DTC

0

200

400

600

800

1000

1200

Samples -0.8

-0.6

-0.4

-0.2

0.0

0.2

Long Term

Brand EquityGrowth

Marketing ROI:Measuring Effectiveness of Advertising Content

3%

5%

15%

30%

50%

30%

15%

5%

3%

3%

5%

15%

30%

50%

30%

15%

5%

3%

T o p

B o t t o m

T o p

B o t t o m

Enjoyment Engagement Branding PerceivedUnderstanding

Re le vance Pe r suas i on B rand Appeal

BrandDifference

MainPoint

Ad Profile

Efficiency at getting thebrand’s message across

Effectiveness of message

Whether onstrategy

(Illustrative Example)



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AIM

MAC

Budget

Setting

AIM

MAC

Budget

Setting

Marketing ROI:

Key research and Planning / Buying tools

Marketing ROI: Example of

Brand Quarterly Tracker

GMI-1 Internal Fin. Data

Millward Brown

AC Nielsen / World Panel

AC Nielsen / IRI / GMI-1

Millward Brown

CARAT



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Econometric Modeling Process

Build models that show howindividual marketing and other

drivers impacted sales

Data Collection Establish historicalmarketing sales

response curves

Report historical ROIRun optimizers for ROImaximizing budget allocation

Response Curves

5

10

15

20

25

30

35

40

I n c r e m e n t a l S a l e s

Spend In Channel

TV Brand

TV Promo

Outdoor

Direct Mail

Yellowpages

Print

Online

Current Spend

5

10

15

20

25

30

35

40


Spend In Channel

Optimal Spend

5

10

15

20

25

30

35

40


Spend In Channel

ROI of A&P spend: Summary

ContentDevelopment

Media Planning

L a u n c h

- Concept Product Tests- Simulated Test Markets

- Advertising Investment Measure (AIM)- Marketing Activity Costing (MAC)-Minimum Investment Level (MIL)-Mindshare Industry Metrics- Accenture Benchmarks

DynamicTracking

- Brand Image metricswith attribution of source

Market MixModelling

- Disaggregationof mix effects

Input Metrics Output Metrics Operational

(ongoing)

Loop back todevelopmentprocess

- Qualitative Research- Preview Adprofile

InnovationQuality



Marketing: an art as much as a science

infectious brand ideas

Documents

Ir 1.3 Building Marketing Capability Clift Tcm13-86716