Unilever Marketing Assignment

In the 19th century, the vision and innovation of 3 pioneers led to the global company that is Unilever. England’s Industrial Revolution led to a shortage in butter leading onto the importation from the Netherlands. A rivalry formed between two Dutch companies to supply butter, the Jurgens and Vandenberg’s. Margarine was used as a replacement for butter, with both companies improving on the appeal with adding vitamins and focusing on a longer shelf for consumers. Due to the threat of competition, both companies merged forming “Margarine Unie.”

Along with the two pioneers Jurgens and the Vandenberg’s, English grocery wholesaler and budding entrepreneur William Lever was developing upon a revolutionary idea, with regards to soap. He chose to cut up blocks of soap, package it, so it was ready for consumer use, thus making it more appealing to consumers who could buy in small amounts. Also this way the lower class could afford his products. William Lever’s set up factories and believed the workers were his foundation of the company, and key to his success long term. Lever was aware of the divide within society, and set rules and systems for his workers adding value on a long term scale. Lever paid people properly, reduced their hours and treated them fairly. He started pension schemes, benefits for unemployment and sickness and work canteens. Additionally Lever built “Port Sunlight” in Liverpool, a village specifically designed for his employees to enjoy and live in. Lever greatly added value to his company through treating his employees fairly and with respect. He saw that they were the foundation of his business and if he were to succeed, he would need the support and willingness of his employees. Eventually, Unilever was founded on 1 January 1930 by the merging of the two companies Margerine Unie and Lever Brothers.

Today Unilever products are sold in over 180 countries, and utilized by 2 billion consumers daily. Offering a considerable range of food, personal and home care goods strengthening each year with their key principle on innovation. Globally, Unilever dominate continents such as Western Europe, America and Asia Africa.

Customer value is the total benefits a company portrays a consumer will receive with the purchase of their product. Consumers seek products with the highest “customer delivered value” and look to campaigns and promotions of products to generate a value and to allow them to differentiate brands.

Unilever realizes the importance of creating customer value, as the potential rewards are vital for ensuring growth. Customer value allows differentiation among products in markets, which helps create unique brands, which Unilever have, successfully achieved. If a strong brand image is created an increase in sales is imminent due to customers seeing the qualities in a particular brand over competitor’s products. For example PG Tips has a strong brand image due to the media advertisement