Go Digital: Winning Strategy

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Unilever logo
Unilever

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Technology

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2015

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#1Unilever China Rohit Jawa, EVP North Asia Waifung Loh, VP Customer Development Jun Fang, VP Data and Digital Unilever#2Unilever Safe harbour statement This announcement may contain forward-looking statements, including 'forward-looking statements' within the meaning of the United States Private Securities Litigation Reform Act of 1995. Words such as 'will', 'aim', ‘expects', ‘anticipates', 'intends', ‘looks', ‘believes', ‘vision', or the negative of these terms and other similar expressions of future performance or results, and their negatives, are intended to identify such forward-looking statements. These forward-looking statements are based upon current expectations and assumptions regarding anticipated developments and other factors affecting the Unilever Group (the 'Group'). They are not historical facts, nor are they guarantees of future performance. Because these forward-looking statements involve risks and uncertainties, there are important factors that could cause actual results to differ materially from those expressed or implied by these forward-looking statements. Among other risks and uncertainties, the material or principal factors which could cause actual results to differ materially are: Unilever's global brands not meeting consumer preferences; Unilever's ability to innovate and remain competitive; Unilever's investment choices in its portfolio management; inability to find sustainable solutions to support long-term growth including to plastic packaging; the effect of climate change on Unilever's business; significant changes or deterioration in customer relationships; the recruitment and retention of talented employees; disruptions in our supply chain and distribution; increases or volatility in the cost of raw materials and commodities; the production of safe and high quality products; secure and reliable IT infrastructure; execution of acquisitions, divestitures and business transformation projects; economic, social and political risks and natural disasters; financial risks; failure to meet high and ethical standards; and managing regulatory, tax and legal matters. These forward-looking statements speak only as of the date of this announcement. Except as required by any applicable law or regulation, the Group expressly disclaims any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements contained herein to reflect any change in the Group's expectations with regard thereto or any change in events, conditions or circumstances on which any such statement is based. Further details of potential risks and uncertainties affecting the Group are described in the Group's filings with the London Stock Exchange, Euronext Amsterdam and the US Securities and Exchange Commission, including in the Annual Report on Form 20-F 2018 and the Unilever Annual Report and Accounts 2018. Unilever#3Unilever China: Sustained growth 8 7 6 GDP 6% -6.5% 10 8 6 Consumption 7% - 8% LO 5 4 2015 2016 2017 2018 2019 2015 2016 2017 2018 2019 Source: China bureau of statistics#4Unilever China: Significant growth opportunity Market growth ~6% 2015 Online Offline 2019 Source: Kantar, Nielsen, UL categories Per capita consumption (Euro) China vs. Developed markets US ■JP CN 40 34 Hair 5 34 31 Laundry 6 Source: Euro Monitor, World Bank#5聯 Unilever Changing China : Digitization Watching TV on iPad Sports / Nike+ Metro to home Mobike shopping Digital life Bedtime Weather app weibo Wechat Dinner Working Dazhong Dianping Omni channel Taxi app Reading News Hyper Market Online Small Super / Mini Working Grocery Lunch Dazhong Dianping Mobile coupons CVS Media fragmentation Traditional eCommerce Social Digital Large Super Specialist Stores (Baby, COS) Source: Kantar Source: PHD estimation, FMCG#6Unilever Changing China: Upgradation Increasing aspiration Rise of lower tier cities More choice 59% 67% No. of new brands Shampoo Population 2030E Total Consumption 2030E Personalization Sub culture Experiential Offline +200 Free Home Delivery China pride Convenience Balanced life Online +520 Sources: Kantar Source: Nielsen, Kantar, 2017-2018#7Unilever Unilever in China: History 1913 Lever Jr China visit Trading began 1986 Re-entry 2002 Hefei largest site 2012 Tianjin site 2014 Meishan factory 1923 China Soap Co. 1999 Unilever Co. Ltd 2009 Global R&D centre in Shanghai 2013 Water M&A 2017 Korea M&A 2019 Japan M&A#8Unilever Unilever in China: Built to scale World class manufacturing Deep and wide reach No. of Distributors 2X 800 400 2015 2019 Digital commerce 全部 2211 3830 法师 U U 所栖买买买 84-93 149100 第二件0元 〈道入店様) MW 7867 WIM ST 8 MAY BARAN 合村早多芬玫瑰+椰香核 79 BRAN 111.ma AV 197 CLEARERKESE 8 sites, 90% made in China 30 3P manufacturing and design 26 logistic centers 30 key account relations 80% weighted reach 25% share of business 200 dedicated team#9Unilever Unilever China: Unique, strong talent proposition Local leadership Top employer Diverse team 58 | 58 第十六届中国大学生最佳雇主 TOP50 11 of 12 top team are Chinese 97% managers local ~1000 strong alumni 58 58 | 編號 VPHOTO 云摄影 No 1 FMCG employer for 2 90% engagement score years 3 drivers: Growth mindset, Career development, Well being Source: ChinaHR.com 50% women 40% below 30 years of age#10Unilever Unilever China: Consistent, profitable growth UOM% TO (Euro) 1.5 Bn 3 Bn 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019* 2019*: Q3 YTD TO annualized, and H1 UOM annualized F&R HC BPC#11Unilever China for China DESIGN MOVE AT DECIDE IN CHINA FOR CHINA CHINA SPEED DO IT THE CHINA WAY#12Unilever Unilever China: Growth priorities Grow core brand penetration CLEAR Dove Future fit portfolio 清扬 ® LUX力士 X则 奥妙 Comfort LX DF beauty planet UI DR beauty planet 沁园TRULIVA 金纺 ® 家樂 Cornetto セラミド( 200 Key enablers New organization Fuel for growth Go digital, deep and wide f 1 腳腳腳 Sustainability ..#13Unilever Grow the core penetration: 10 brands, 80% business Superior product 99 OMO OMO OMO 奥妙 深层洁净 A Mental availability Dive Deve 胎记的纹身 不是遮掩 是衬托 让与众不同更夺日 Deve Deve 白皙肌肤正如我 Doe 简单生活的态度 自在纯粹 ·自成风景 小麦色的肌肤 回答了我的热爱 户外和健身 无可取代 在身上的 是对妈妈的爱 更是对自己的 自信告白 Physical availability 长长的疤痕 时刻提醒我 世界很美 因为独特所以喜欢 雀現是 AR (别让健康拖后腿 写在我脸上的 自信标签 100% Winning vs. benchmark No 1. Brand power Skin cleansing 家樂 属于你们的节日 600 Cities c. 1 M total coverage >2M Chefs direct connect#14Unilever Future fit portfolio: Accelerate premium portfolio New Brand ET DE beauty JUL BIS beauty planet planet 花木星球 R New Benefit LUX LUX LUX LUX LUX LUX LUX Naturals M MAGNUM ALMOND 牛奶巧克力坚果 口味冰淇淋 Good for you, good for the planet Indulgence New Formats 80 Dove - Dove Dove Dove . Dove Dove Dove New Bath Experience#15Unilever Future fit portfolio: Scale skin care business No. 1 Body care brand in Tmall No. 1 Facial wash Company in Tmall No. 1 Volume brand in Tmall International HELPS HEAL DAY LI Vaseline Lip Therapy ALOE Vaseline. Vaseline. 凡士林 intensive care 10 HASPARE 400m POND'S POND'S Dove Dove ム POND'S Dove AHC New J-Beauty & セラミド 200 從溫保存 モイストエッセン Japan NET 20L#16聯 Unilever Go Digital : eCommerce all models at 25% contribution Business to consumers Omni C. 美团 Foods delivery Business to business 零售通 Alibaba LST Ali Ling shou tong E2 阿里巴巴 苏宁易购 e Alibaba.com suning.com 小红书 JD. 京东 .COM 多·快·好·省 Pure play 淘宝直播 Social commerce 淘鲜达 1小时送达 1小时达 京东新通路 Home delivery Mini program +30% CAGR JD Xin tong lu#17Go Digital: Winning strategy Portfolio designed for channel ICT CLEAR CLEAR 清蒸植堂 A MARKED COMPEROR 7OMO STAR PERNA 20 Content to convert 2103E #721199 20 nile ALLAD 03 コン 618 CLEAR Dove - Dave SERVIC 15-4338) Perfect execution O 联合利华官方旗舰店 G 1 x ME 今日 AURE 幸徳力氏衣屋株 洗衣精 Ca 47367. #784 BRAS 【滚蛋吧黑头 「还不知道怎么去黑头7 REEBOZORE. 全集一个验! 聯 Talent and organization Unilever ALFU □ M PAN 38 天注店铺 立 好礼 9243 会员特权 好礼连连 表 积分兑券当钱花 200积分兑换 300积分兑换 *10*20 不止5折 好物直降30032 WHICK BEln#18Unilever Go Deep: Lower tier cities Distributors to cover lower tier cities Focus on priority city clusters Business to Business to cover grocery 1M small stores D City Expansion Distributors D City A City D City C City Weight D City 7316 Big Store Small Super /Mini Cosmetic Grocery Action Core Distributor Expansion Cosmetic Distributor Distributor B2B 11% growth like to like 25% total growth#19Unilever Go Wide: New channels Health & Beauty BEAUTY HWB AWARDS 2019- W watsons Best Supplier Award 2019 HWB Traditional Out of home KFC Small 4-5 star Hotels Chains big restaurants restaurants Leading Food Service Team Pride in 'Chefmanship'#20聯 Unilever Enabled by new organizational model 4G Hair PW Fab Sol ill GROW Fab Sen Skin Life Food Essential Solution IC Omni Channel Team Dedicated Customer Development Teams POWER Data and Digital Hubs Marketing Services Supply Chain R&D Expertise Partners RUN Plan Execute Deliver Collect#21Unilever Enabled by new organization: Data and Digital Hub Dedicated team Data assets Digital capability Foundry 100+ FTE D-FORCE AI $€ EV 联合利华 创想* Significant scale in 1st party data ΑΙ Machine learning Natural language processing 40 pilots landed 100+ ideas inspired 700+ start-up referrals#22Unilever Data and Digital Hub - Faster Innovation THIS YEAR TREND Category trend forecast by Al Red Ginse... Sanqi Pot... Sea... Fatty Acid Pomeg.. Gi...... Plant E... Soda Gra... Peri... Enzy... Gra... Caffeine Pea... Stem Cell Av... Cubilose Ar... Gree... Ami... Peach... Ca... Active Carbon A... T... Honey Osmanth... Coco... C... Hy... Yun... Coconut Ora... Ch... Cherry ... Mi... ...Ora... Low 18 31 60 50 50 Sales impact rank 1° 40 8 20 20 10 popularity vs attribute impact on 201810 64 28 156 21 3 34 49 12 0 0.00 0.01 benefit convenience ingredient Occasion sub-category 2 22 15 TA texture value for money wash 0.02 11 0.03 Popularity(how many product claim this attribute?) 0.04 1 -0 -1 m#23Unilever Data and Digital Hub - Precision at mass scale Well defined segments Trend addicts Love seekers Ingredient lovers Identify audience segments via big data algorithm Tailored assets based on sharp consumer insights CITLY FUTEB DEN'S Slimvi ¡QIYİ MUREN A crits 京东生鲜#24Unilever Data and Digital Hub - Consumer Journey Marketing Unilever X Ali Eco System : B2B2C pilot Push: Business to business Pull: to consumer Sell in to stores on Location based precision marketing Ali LST platform to consumer with ads and coupon Conversion in stores with coupon redemption 天猫小店 零售通 > Alibaba LST 支 Ali Ling shou tong Youku video app Coupon function on Alipay Tmall CVS#25Unilever Enabled by fuel for growth and sustainability Fuel for growth 5S O ZERO BASED BUDGETING CHANGE PROGRAM Better, Less, No Plastic 2019 Recyclable PCR 80% 20%#26Unilever in China for China! Unilever

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