Unilever Case Study

1024 Words3 Pages

Unilever is a leading fast moving consumer goods company. Its products are sold in 190 countries.57 percentage of the emerging markets in the world account for the unilever products. It has its own principles and values that it holds. It has around 400 brand products. Out of which 14 of them are very important. The products that are owned by unilever includes are food, beverages, cleaning agents and personal care products. Rexona and surf are the two fmcg products of unilever.
Let go through unilever about, how it enter the Chinese market. Lot of unilever products are selling in the Chinese market ranging from lux soap to Lipton tea bag. Unilever establish its first business operation in shanghai in 1923.Then soon it become the largest soap market in the china. During that time lux was the popular unilever product in china. Even after the reform of china in 1980, lux was sold rarely in Shenzhen, a developed city at that time. When people went to Shenzhen they buy lux soap, to give it as a gift to the relatives. It was the luxury good item at that time. But now it becomes the ordinary item that can be bought from small shops. After the reform and opening of china in 1980, international personal care brands poured into the Chinese market. Then a US based company called proctor and gamble became a competitive enemy for the unilever. It forced unilever to reduce its price. As a result unilever products have face an economic down at that time.
There are a lot of similarities between P&G and unilever. They both produce a lot of similar products. Both produce different types of home and personnel care products. There is also a difference between unilever and P&G such a way that unilever also produces several food brands like Lipton tea ...

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Unilever has got a huge popularity in the world due to its quality of their fmcg products in the consumer world. So I think it can easily expand its business in the china and can earn maximum profit due to the PESTLE factors that we are discussed above. Unilever can improve its business by changing its style of products and by developing the variety of product in order to feel a change to the consumers mind. Chinese people produce many of the soap products having good qualities and having lower prices. But people always look for a branded product in the modern globalization world. So it is easier for the unilever to stand first in the production sector of soaps. Also lux soap is high quality soap and having longer experience in the soap industry .That is the main factor for many people to buy that soaps. It can stand strongly even at the times of economic crisis.

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