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Study Background

Unilever is a global consumer goods company founded in the late 1800s. It manufactures Creamsilk conditioner, which has been a leader in the Philippines market since 1984. Unilever's mission is to enhance life through nutrition, hygiene, and personal care brands. Its vision is to make sustainable living commonplace. The company offers a wide range of food, home, and personal care products at various price points, with the cheapest item being Surf detergent at $0.63.

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20 views3 pages

Study Background

Unilever is a global consumer goods company founded in the late 1800s. It manufactures Creamsilk conditioner, which has been a leader in the Philippines market since 1984. Unilever's mission is to enhance life through nutrition, hygiene, and personal care brands. Its vision is to make sustainable living commonplace. The company offers a wide range of food, home, and personal care products at various price points, with the cheapest item being Surf detergent at $0.63.

Uploaded by

Lyannah Blanquera
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Study Background

 Brief history of the company

Creamsilk is manufactured by Unilever Philippines, Cream Silk has been at


the forefront of developing the conditioner market in the Philippines since
1984, providing expert solutions with specially formulated ingredients to
address women's unique hair needs. It expanded its product line in 2002 by
introducing leave-on conditioners and treatment in 2007.

This is a division of Unilever, a company founded on a sense of purpose, and


our distinct heritage continues to shape the way we do business today. In the
1890s, William Hesketh Lever, founder of Lever Brothers, penned his ideas for
Sunlight Soap, a revolutionary new product that aided in the popularization of
cleanliness and hygiene in Victorian England.

It was "to make cleanliness ubiquitous; to reduce women's work; to promote


health and contribute to personal attractiveness, in order to make life more
enjoyable and rewarding for those who use our products."
Unilever's culture has always been infused with a sense of purpose and
mission. We are still assisting people in the twenty-first century in looking
good, feeling good, and getting more out of life – and our mission as a business
is to'make sustainable living commonplace.'

 Mission and Vision

Unilever's mission and vision statements lay the groundwork for the company's
consumer goods business to succeed. The corporate mission statement outlines
the company's strategic objectives. In the case of Unilever, the mission statement
dictates how the company will address the needs of its target consumers. On the
other hand, the corporate vision statement establishes the organization's
development direction. Unilever's vision statement summarizes what the
company must accomplish in order to succeed over the long term. Unilever's
mission and vision statements remain relevant and appropriate in light of the
company's position as one of the world's largest consumer goods companies.
The corporate vision of Unilever is to "make sustainable living commonplace."
This, we believe, is the most sustainable strategy for our business's long-term
growth.” This vision statement places a premium on sustainability, particularly in
the eyes of consumers.

The corporate mission of Unilever is to "enhance the vitality of life." We address


everyday nutritional, hygiene, and personal care needs through brands that help
people feel better, look better, and get more out of life.” This mission statement
emphasizes the various ways in which the company satisfies customers.

Unilever's vision statement implies that the company aspires to be a leader in


bringing sustainable living to customers via consumer goods. However, the
statement makes no reference to the desired state of the business organization. A
strong corporate vision statement contains details about the organization's
desired future state. For instance, defining the company's future market position
is necessary to guide organizational development. Thus, one recommendation for
Unilever's vision statement is to strengthen it by including information about the
company's market position or leadership role in the consumer goods industry.

Unilever's mission statement details what the company does and must do. For
instance, the company adds vitality to life by meeting consumers' nutritional,
hygiene, and personal care needs. The corporate mission statement complies
with standards requiring specificity in general strategic approaches in this regard.
However, a recommendation is to strengthen Unilever's mission statement by
including additional information about how the company strategically achieves its
goal of enhancing consumers' lives with vitality.
 Product/Service Offerings
( cheapest item and its retail price)

Foods and Refreshment


i. Breyers - $3.99
ii. Heartbrand - $7.50
iii. Hellmann’s - $2
iv. Knorr - $1.63
v. Lipton - $3.03
vi. Magnum - $7.52

Home Care
i. Cif - $2.95
ii. Comfort - $3.66
iii. Day2 - $7.27
iv. Domestos - $2.07
v. Omo - $9.91
vi. Radiant - $3.20
vii. Sunlight - $1.16
viii. Surf - $0.63
ix. The Laundress - $41.80

Beauty and Personal Care


i. Axe - $1.25
ii. Clear - $2.61
iii. Dove - $2
iv. Glow & Lovely - $0.75
v. Lifebuoy - $2.07
vi. Lux - $2.32
vii. Rexona - $2.01
viii. Smile - $12.54
ix. Sunsilk - $3.34
x. Vaseline - $6.90

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