Evaluation of Entry into Ice cream Business - BRAC University ...

2.2.2 Surviving the Great Depression:
The Great Depression struck not long after the new company was formed. As prices and profits
around the world threatened to collapse, Unilever had to act quickly to build up an efficient system of
control. But it was not until the end of World War II that Unilever began to recognize the important
relationship between marketing and research. In the meantime, Unilever expanded its U.S. operations
through two important acquisitions: Thomas J. Lipton Company, manufacturer of tea and the
Pepsodent brand of toothpaste.
2.2.3 Post-war Era: Adapting to New Markets and Technology:
Unilever's greatest achievements between 1945 and 1965 were its adaptation to new markets and
technology. Unilever's strategy was to acquire companies in new areas, particularly food and
chemical manufacturers. Among the post-war acquisitions were U.K. frozen foods maker Birds Eye
(1957) and U.S. ice cream novelty maker Good Humour (1961). The advent of the European
Economic Community, or Common Market, also created new opportunities for Unilever.
2.2.4 Restructuring and Major Acquisitions
In the 1980s Unilever undertook a massive restructuring. The company sold most of its service and
ancillary businesses, such as transport, packaging, advertising, and other services that were readily
available on the market, and went on a buying spree, snapping up some 80 companies between 1984
and 1988. Specifically, Unilever's core businesses were detergents, foods, toiletries, and specialty
chemicals.
2.2.5 Twenty First Century Unilever:
Unilever's fastest growing market in the early 1990s was in Asia. Asian sales of personal products,
detergent, and packaged foods were growing more than twice as fast as sales in the United States
and Europe. Unilever continued to make acquisitions in the mid-1990s, completing more than 100
purchases between 1992 and 1996, more than half of which were in foods. In 1993 Unilever gained
the number one position in the U.S. ice cream market through the completion of two acquisitions. One
the largest acquisitions of this period was the 1996 takeover of Chicago-based Helene Curtis
Industries Inc., manufacturer and marketer of personal care products, primarily shampoo and
conditioners, hand and body lotions, and deodorants and antiperspirants.
Unilever ended the 20th century with the launch of Path to Growth, a five-year strategic plan that
included a focus on top brands within core market sectors and an emphasis on growth within
developing countries. In the face of considerable competitive pressures in various markets around the
world – particularly from Procter & Gamble, the company announced that it would eliminate about
1,200 of its brands to focus on around 400 regionally or globally powerful brands.
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