Morgan Stanley Global Consumer Conference 2004 - Unilever
Morgan Stanley Global Consumer Conference 2004 - Unilever
Morgan Stanley Global Consumer Conference 2004 - Unilever
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Mass Home and Personal Care - USA<br />
Skin Deodorants Hair Laundry<br />
# 1<br />
#2 # 2<br />
15<br />
# 2<br />
Example of how we manage categories through leading brands in<br />
Home and Personal Care in the US.<br />
‘Cornerstone’ brand in each category, supported by the other<br />
brands in the portfolio<br />
The cornerstone brand:<br />
• has the consumer ‘pulling power’ with the retailer<br />
• can generate economies of scale in production, R&D, distribution<br />
Enables the other brands to:<br />
• build on this by meeting specific consumer needs in the category<br />
• support the cornerstone brand bringing additional scale to the<br />
category<br />
In this way the brands combine to give leadership or #2 positions<br />
Brands can extend across categories, provided they remain true to<br />
the brand essence - what the brand stands for.
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