Cb predictions seminar 2013 unilever keynote presentation

Page 1

TOWARDS SUSTAINABLE GROWTH Perspectives on Dutch FMCG industry Thomas Grunzke, VP Finance, Unilever Benelux Rotterdam, 28th May 2013


AGENDA 1. UNILEVER BENELUX INTRO 2. THE CONTEXT FOR GROWTH

3. STRATEGIES FOR GROWTH 4. GROWTH THROUGH EXECUTION 5. A GROWTH MINDSET 6. SUMMARY


UNILEVER INTRO


UNILEVER GLOBALLY

Turnover: FMCG ranking: Geography:

51bn #3 190 countries

Employees: Consumer/day:

172,000 2bn

Brands > 1bn â‚Ź



Benelux Intro video


Benelux Intro video


UNILEVER IN THE BENELUX Personal Care picture

Foods

Home Care

Refreshment Key facts Turnover: Market share: Factories: R&D: People:

â‚Ź 1.6+bn 24% / 80% leading 4 Vlaardingen ~3,800

Personal Care


OUR BRANDS


THE CONTEXT FOR GROWTH


THE EXTERNAL PERSPECTIVE (1):

OUR MARKETS HAVE SLOWED DOWN consumenten vertrouwen

30

Value growth minus inflation

6 5

20

4

10

3

0

2

-10

1 0

-20

-1

-30

-2

-40

-3

-50

-4

14 12 10 8 6 4 2 0 -2 -4 -6

% Unemployment 8 33

1

9

9

8

8

6

4

3

10 10

3

0 -1 -4

-2

2

-3 -2

Purchase power

1

8 1

7 3

8

8

7

6

1

1

0 0

8

7 1

7 0

5

2

0

% Unemployment

4 0

1

7

5

4

4 34 1

7 3

0 -1

6

-2

2

5

4

0

5

5

5

6

2 0

-1

-2


THE EXTERNAL PERSPECTIVE (2):

PRIVATE LABEL / HARD DISCOUNT TO GROW FASTER 40% by 2016


THE INTERNAL PERSPECTIVE:

OUR VIRTUOUS CIRCLE OF GROWTH MODEL


GROWTH STRATEGIES


5 LEVERS FOR GROWTH

Innovation Market Development Pricing Pyramid Channel expansion

Sustainability


1

INNOVATION LED GROWTH

Product formulation

Packaging

Marketing

Generic bottle unbranded

e.g. - tastier / healthier - stronger performance - combined benefits

e.g. - more convenient - lighter - premiumization

e.g. - activation concept - integrated approach - purpose driven


EXAMPLES IN THE LOCAL MARKET Unox Soup in Pak

Calve Dressings

Axe Apollo


2

MARKET DEVELOPMENT LED GROWTH More users

More usage

More benefits


EXAMPLES IN THE LOCAL MARKET More users

More usage

Croma Liquid margarine

Ice Cream tubs

More benefits

Rexona MaxPro deo


3

PRICING PYRAMID LED GROWTH Super Premium Premium

Trend:

Mid Economy Super Economy


EXAMPLES IN THE LOCAL MARKET Ice Cream deserts pyramid premium

upper mass mass lower mass economy

Note: all consumer prices at sole discretion of the retailer


4

CHANNEL EXPANSION LED GROWTH E-commerce

HD / Budget chains

Out of Home


EXAMPLES IN THE LOCAL MARKET Sales@appie.nl

1 EURO offers

Magnum flagship store


5

SUSTAINABILITY LED GROWTH


EXAMPLES IN THE LOCAL MARKET Robijn K&K

Unox Beter Leven

Ben & Jerry’s Freezer


SOME GROWTH CHALLENGES: 1

PL/HD GROWTH


EXAMPLE: ICE CREAM COPYCATS Unilever

Lidl


SOME GROWTH CHALLENGES: 1

PL/HD GROWTH

2

PROMOTIONAL INTENSITY

3

SUSTAINABLE LIVING BEHAVIOUR

4

STRUCTURAL FACTORS


GROWTH THROUGH EXECUTION


“In FMCG, Execution is Strategy.”

Perfect Factory

Perfect Supply Chain

Perfect Shop


THE LAST METER MATTERS

OSA

Promotion Compliance

Shelf standard


WHAT GETS MEASURED GETS DONE


A GROWTH MINDSET


THE GLASS HALF FULL


STANDARDS OF LEADERSHIP


SUMMARY


SUMMARY OF THE SUMMARY:

FMCG economic context remains challenging

No single silver bullet for growth

Execution and mindset as important as winning strategies


THANK YOU


Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.