SLIDE 1

Title: Unilever's Market Segmentation Strategy

Subtitle: Identifying and Targeting Distinct Customer Groups of UNILEVER.

NAME- Vaishnavi Sinha, Adiba Ashraf, Ajit Kumar Gupta, rest all members name.

Shoolini University distance MBA

Batch- 2022-2024

SLIDE 2

Title: Market Segmentation of Unilever: Identifying and Targeting Distinct Customer Groups

BACKGROUND:

Unilever is a multinational consumer goods company with a diverse portfolio of over 400 brands,
including Axe, Dove, Lipton, and Vaseline. With operations in over 190 countries, Unilever has a
significant presence in the global market. Despite its vast reach, Unilever faces intense competition in
various categories, and it is essential to understand the diverse needs and preferences of its
customers to maintain its market share and drive growth.

OBJECTIVE:
1. Identify and segment Unilever's customers into three distinct groups based on their demographics,
psychographics, behavior, and preferences.

2. Analyze the characteristics, needs, and preferences of each segment to understand their
differences and similarities.

3. Develop a comprehensive marketing strategy for each segment, including product offerings,
pricing, promotion, and distribution channels.

4. Evaluate the effectiveness of the marketing strategies and provide recommendations for future
improvements.

INTRODUCTION TO UNILEVER

Who is Unilever?

Unilever is a British-Dutch multinational consumer goods company that was founded in 1929. The
company is headquartered in London, United Kingdom, and has a presence in over 190 countries
worldwide.

History of Unilever

Unilever was formed in 1929 through the merger of two British companies: Lever Brothers, which
was founded by William Hesketh Lever in 1885, and Margarine Unie, which was founded in the
Netherlands in 1871. The company's early success was driven by the development of new products,
such as soap and margarine, which were marketed aggressively through innovative advertising
campaigns.

Mission and Values

Unilever's mission is to "make sustainable living commonplace" by making high-quality products that
are affordable, accessible, and sustainable. The company's values are centered around integrity,
sustainability, and innovation.

What does Unilever do?

Unilever is a leading manufacturer of fast-moving consumer goods (FMCG) with a portfolio of over
400 brands. The company's products are divided into three categories:
Food and Beverage: This includes brands such as Knorr, Hellmann's, and Magnum, as well as
beverages like Lipton and T2.

Beauty and Personal Care: This includes brands such as Axe, Dove, Vaseline, and Lux.

Home Care: This includes brands such as Surf, Comfort, and Cif.

[Chart: Age distribution of Unilever's customers]

Age Percentage of Customers

18-24 25%

25-34 30%

35-44 20%

45-54 15%

55+ 10%

SLIDE 3
Unilever
Choosing Unilever means choosing quality, sustainability, innovation, and social responsibility.
Whether you're looking for personal care products, food items, or household essentials, Unilever
offers a diverse range of options that meet your needs while aligning with your values.

Diverse product/service rage.

Unilever boasts a diverse portfolio of products and services across various categories, catering to the
needs and preferences of consumers worldwide. Here's a breakdown of some of the key product
categories and notable brands within each

1. Beauty & Personal Care:

 Skincare: Brands like Dove, Pond's, Simple, and Vaseline offer a range of skincare products
including lotions, moisturizers, cleansers, and body wash.
 Haircare: Sunsilk, Tresemmé, Dove, and Suave provide shampoos, conditioners, styling
products, and hair treatments.
 Oral Care: Closeup, Signal, and Pepsodent offer toothpaste, toothbrushes, and mouthwash.
 Deodorants & Antiperspirants: Axe/Lynx, Rexona/Sure, and Degree offer deodorants and
antiperspirants for men and women.
2. Foods & Refreshment:

 Sauces & Condiments: Hellmann's, Knorr, and Maille offer a variety of sauces, mayonnaise,
and condiments.
 Ice Cream & Frozen Desserts: Ben & Jerry's, Magnum, and Breyers offer a range of ice cream
flavors and frozen desserts.
 Tea & Beverages: Lipton offers a wide range of tea blends, including black tea, green tea,
herbal tea, and ready-to-drink iced tea.
 Soups & Meal Solutions: Knorr offers soups, stocks, sauces, and meal kits to help consumers
prepare quick and tasty meals.

3. Home Care:

 Laundry Care: Brands like Omo, Surf, and Persil offer laundry detergents, fabric softeners, and
stain removers.
 Household Cleaning: Domestos, Cif, and Sunlight provide a range of household cleaning
products including surface cleaners, disinfectants, and dishwashing liquids.
 Air Care: Brands like Glade and Air Wick offer air fresheners, scented candles, and other
home fragrance products.

4. Health & Hygiene:

 Hand Hygiene: Lifebuoy offers a range of hand sanitizers, hand wash, and antibacterial soaps.
 Feminine Care: Brands like Libresse, Kotex, and Carefree provide feminine hygiene products
including sanitary pads and panty liners.
 Baby Care: Pampers (in partnership with Procter & Gamble) offers diapers, baby wipes, and
baby care products.

5. Other Categories:

 Professional Services: Unilever Professional provides cleaning and hygiene solutions for
commercial establishments such as hotels, restaurants, and hospitals.
 Food Ingredients: Unilever Food Solutions offers a range of food ingredients, sauces, and
flavorings for professional chefs and foodservice businesses.

Unilever significant market presence.

Unilever maintains a significant market presence globally across various regions and product
categories. Here's an overview of its significant market presence:

1. Global Operations: Unilever operates in over 190 countries worldwide, making it one of the
most geographically diversified consumer goods companies.
2. Strong Footprint in Emerging Markets: Unilever has a robust presence in emerging markets
such as India, China, Brazil, and Indonesia, where it has established a strong consumer base
and distribution network.
3. Established Presence in Developed Markets: Unilever also has a significant market presence
in developed markets like the United States, Europe, and Japan, where its brands are well-
known and widely consumed.