Internet Rewires Our Brain

The Internet has become an essential part of human life. It is impossible to imagine a civilized house without an Internet. All the companies work with the help of the Internet and it seems that people are unable to live without this innovation. The Internet gives people much.Advertising We will write a custom essay sample on Internet Rewires Our Brain specifically for you for only $16.05 $11/page Learn More News is considered on the Internet, all the information people need may be found online, people communicate and entertain with the help of the Internet. However, many scientists start warning people about the harmful effect of the Internet on human brain. To operate actively and successfully, human brain should work. The Internet prevents people from thinking that results in stunting their mental growth. Much research is initiated in this direction and thinking critically it is possible to find many reasons why people should start warring about their brain rewire. Reading the article ‘As the Internet rewires our brains’ written on February 28, 2009 by Kurt Cagle, it is impossible to disagree with the statements provided there that the Internet â€Å"is turning us into idiot savants, Aspergers and reverting our brains to a more primitive state†. Starting the discussion with the most popular Internet services, it is essential to speak about Facebook and Twitter. These services affect human ability to think. Children who start communicating in these social nets stop thinking critically. Heavy use of Facebook and Twitter makes children just repeat the said, think primitive and forget about critical skills. To be critically developed, human brain has to work. Such services as Facebook and Twitter do not give people an opportunity to think, they just make them consume some information which does not train human brain. People repeat primitive statements, they get to know the simplest news about the life of other pe ople, but this information does not make people think, therefore, their brain remains stable. As it has already been mentioned, people have to train their brain to have the skills of critical thinking and to have brain work, in general. What is Facebook? It is a social network which helps people to get in touch, but, in practice, many people have made it the way of their life. Twitter is a more primitive way of social life, and it also makes people degrade. How else does the social network affect people? Thinking about the Internet, the most spread facility which comes to mind is communication.Advertising Looking for essay on social sciences? Let's see if we can help you! Get your first paper with 15% OFF Learn More It is obvious that many people communicate online with friends and relatives who live far away. But the main problem is that there are people who begin to think that online communication is the only way of interaction. Kurt Cagle in his article presents sev eral examples of the cases when people could not understand each other when speaking in the real world. Live communications are not interesting for people. Modern youth would better write a message online than call to a person or arrange a meeting. Online people have an opportunity to speak with many friends at one and the same time and there is no need to leave the house. Moreover, people are able to write messages without showing intonation and face reaction. People can think about the answer for some time. All these aspects make people lazy. Therefore, when they speak in a real world, from eye to eye, it seems that they fail to understand each other as there is not much time on thinking. Rereading a message or answering it online people may think thoroughly, but there is no such an opportunity while real communication. Speaking in a real world people forget how to express their opinion. They have to think fast, but the absence of constant training and practice does not give them a chance to express their thoughts adequately that leads to full misunderstanding. One more problem of the Internet which confirms the opinion that it rewires our brains is the absence of the concentration while reading. When people read books they have to be too concentrated not to leave important details. Now, reading a book, people do not need to think about it. There is a lot of software and other possibilities which help people find necessary information in the text without reading the whole part. Moreover, having forgotten the place where the information is located people can easily search for that fragment using the innovative technologies. This also leaves people without the necessity to train their brain. According to Kurt Cagle, human brain has to work in order to be active. When people read information with the desire to remember it brain works, but if people do not try to memorize the most important parts, when they are not interested in thinking critically brain stops w orking. Moreover, the Internet is full of many comments and reviews on the necessary topic and many people use them. It is easier to ask at Yahoo or use another service online where those who think may answer this question. This information is referred to. Unfortunately, the Internet gives people too much information. The intensive stream of information lowers human attention. It is a fact that when people consume too much information they do not need to, they stop paying much attention to it, their attention lowers and it leads to inability to remember information. Those facts which people have to remember may be found online, why should they memorize them?Advertising We will write a custom essay sample on Internet Rewires Our Brain specifically for you for only $16.05 $11/page Learn More Kurt Cagle says that all the changes in human activities lead to changes in human mind. When people learnt speaking their brain changed. The development of reading an d writing also affected human mind. Now the Internet era has come and it is a big question whether it benefits human brain or harms it. According to the facts and research which has already been conducted, the Internet â€Å"kills† the skills people have been obtaining during many centuries. The innovations assist people and make their lives easier. However, they also prevent human brain from work which is a negative side. In conclusion, I would like to state that I agree with the article ‘As the Internet rewires our brains’ by Kurt Cagle. People stop learning. Getting more information, they do not see a necessity to remember it that prevents their brain from work. It is obvious that human live communication is important, but people do not tend to speak to each other eye to eye as it is easier to write a message. All these factors are upsetting as the destinations of many centuries are ruined. New generations would follow the examples of their parents and they wo uld refuse to think. Thus, I suppose that in several centuries we will have to start learning writing and critical thinking as our ancestries did. This essay on Internet Rewires Our Brain was written and submitted by user Kairi Maxwell to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

The Inciting Incident How to Write One Correctly to Hook Readers

The Inciting Incident How to Write One Correctly to Hook Readers The Inciting Incident: How to Write One Correctly to Hook Readers Your inciting incident has the power to influence readers to 1) buy your book and 2) pull them in for the remainder of it.In order to get readers to keep reading, your book needs something to trigger that.Sometimeseven starting your story out strongly isnt enoughAnd that means you need a powerful and inticing inciting incident.Heres how to write an inciting incident:Know why the inciting incident mattersLearn what an inciting incident isEnsure it changes the characters life foreverMake sure it draws a line between old life and newIt must kick off the main plotLearn from inciting incident examplesNOTE: We cover everything in this blog post and much more about the writing, marketing, and publishing process in our VIP Fiction Self-Publishing Program, in addition to your 1-on-1 coaching with a bestelling fiction author. Learn more about it hereWhy Inciting Incidents MatterBy the time you get to Death Wish 5, Charles Bronson has run out of reasons to seek vengeance on the world. You can o nly have everyone (and everything, if you count the house and the dog) you love destroyed by violence so many times before it stops being much of a motivation.In action films (and thriller-type novels), the setup for revenge often comes down to quickly killing a loved one. But the 80s are over and motivations need to resonate with an audience that rightly finds some quick woman-in-a-refrigerator to be as irredeemable as it is lazy.When writing a book, you need to incite your hero to action by giving them a reason.Your reader needs to be on board with that reason. Barring that, your reader needs to understand the reason. Failing that, your reader shouldn’t hate your reason.The difference between an antihero and a villain often comes down to a mixture of how they handle an Inciting Incident and the scope of the incident.A villain will want to burn the world because they lost face to the protagonist. An antihero might decide to shoot every criminal they see because children murd er, for example.Before we get lost in the weeds, let’s break it down and ask the big question.What is an inciting incident?An inciting incident is a specific event at the beginning of a story that kicks off the main plot by forcing your main character into it. The inciting incident changes your characters life forever.A good Inciting Incident contains the following four qualities:Creates a Story Question that the Climax must answerIs Sufficient and Kickass: The stakes matter, the presentation WOWs!Sets a ToneTruly Motivates a Character (internally, not superficially)Essentially, an Inciting Incident gives the hero a reason. This reason must be sufficient to the character in question and also sufficient to the story in question. In the Matrix, the Inciting Incident for Neo comes from learning that he is in a simulation. He is offered a choice between learning about that world or going blissful ignorance.In Romeo and Juliet, the star-crossed lovers meet and fall in love at a party, setting them on a course that leads to tragedy.Katniss, an independent girl with skills and a drive to protect others, sees her sister drawn to be Tribute in the Hunger Games.Mild-mannered office worker Richard Mayhew has a job, a fiancà ©, and no real problems in his life until he can’t help but rescue a wounded girl he sees on the street in Neverwhere.All these examples show inciting incidents that start their respective stories.Each of these inciting incident examples reveals something about the protagonist and the world they live in. They don’t just set the story in motion; they give us a reason to want to see our heroes succeed.How do they accomplish this? They do so by deftly ticking off all four boxes without ticking off the reader.How to Write an Inciting Incident do it WellAs stated above, if youre writing a novel, you need an inciting incident. The key here is to do it well by including the necessary elements to do just that.Heres what an inciting incident needs to do:Alter a hero’s life in an irreversible wayDraw a Line between mundane life and the QuestKick Off the story’s MAIN plotlineLet’s walk through what each of these means as well as examples to bring them to life.#1 Alter a heros life foreverTheres really one main objective of an inciting incident and if you fail this part, the rest of the book will be hard to construct.Your inciting incident must, above all else, alter your characters life forever.Without this very element, its very hard to convince your readers to buy into the story.If your readers can sit back and say, or they could just not do it. to whatever the inciting incident is and their life would be u nchanged, youve created a lot more work for yourself when it comes to the plot.The idea behind this is that if your characters life is changed forever, they dont have a choice but to move forward with what has happened.And that forward momentum is what you need to keep readers engaged.#2 Draw a line between normal life and the new normalThere needs to be a stark contrast between what your characters life looks like now versus what its about to look like after the inciting incident.Why?Because readers want to know that your character cant just go back to how things were. Otherwise, whats the point of them continuing on this journey?With the inciting incident (and really the setup of your story), you are making a promise to the reader about what will happen in your story. If you dont draw a line between the old and whats to come, they wont be interested in finding out whats to come because it wont feel like a mystery.#3 Kick off the storys MAIN plotlineYour inciting incident has to be related to the main plot of your story. If the inciting incident is unrelated to what the main plot points are, youve done something wrong.A common mistake authors make with this is using a big, tense moment as the inciting incident in order to draw intrigue, but then in the next chapter, introducing the real main plot elements.If your story can work separately from the inciting incident, its not done correctly. Go back and tie it into the main plot.An example of this would be Katniss Everdeen in The Hunger Games.The main plot is her journey to survive the Hunger Games. The inciting incident is when she volunteers as tribute to replace her sister in the games.Had the inciting incident not happened (volunteering), the main plot would not exist (Katniss surviving the games).An example of how this could not go well is if the author decided to use a raid or a brawl of some sort as the inciting incident, and then making Katniss be chosen for the games. These elements would not be tied in this instance and it wouldnt be as intriguing or as good of a story.Inciting Incident ExamplesOne of the best ways to get the hang of what an inciting incident really is, is to read and learn from some examples.Here are 4 inciting incident examples to help you learn how to do this well.Inciting Incident Example #1 The MatrixFor Neo, the choice represents an important internal motivation for his character. He doesn’t choose red vs blue pill because he wants to find out what’s going on, he NEEDS to know.The events leading up to this choice have already illustrated his deep #2 Romeo and JulietThe titular characters met and fall in love. As has been said, you can redo this story with anything, like 2005s pirates and ninjas, and by the end, the audience will demand to know why pirates and ninjas can’t be in love. Or vampires and werewolves, if Underworld is more your thing.The Inciting Incident creates a story question about love and its consequences which the Climax delivers on. It reveals the character of both Romeo and Juliet as they feel truly, without the pretense of the society they live in. The costumes and masks of the party keep their prejudices out, revealing an inner truth.Whether you enjoy a stage production, an older movie, or the Baz Luhrmann version, the party sets a tone for the rest of the events. The presentation leading up to the moment of love discovered feels earned even after a thousand iterations. We root for the characters because we are practically programmed to do so.Finally, the line is drawn between each character’s former life and their new reality of being in love. Nothing about their old prejudices continues forward. The consequences of the main plotline stems from this moment.Inciting Incident Example #3 The Hunger GamesKatniss offers herself up literally as ‘tribute’ to save her sister. It’s character motivated, it sets a tone, and it stuns the crowd. This Inciting Incident creates an echo that follows the character as the story question becomes about the purpose and meaning of sacrifice.The separation between the world of the District and the world of the Games themselves is inexorable and clear cut. The film uses a diluted and diffused palette for the earlier scenes, giving way to a brighter almost saturated pallet for the games. In the book, the prose shifts, becoming more playful and les terse. In both cases, the audience knows which world they are witnessing.The story happens because of this decision.All of this is sufficient, but Collin’s pulls it off in three words. Well, almost, the setup makes the specific Inciting Incident possible.The main plotline occurs, in almost a cheat, at the titular Hunger Games.Finally, the stakes matter to Katniss personally. She saved her sister. The further ramifications that change the society also stem from this incident, but they don’t have to.If the book ended with her sacrifice it would still be sufficient.Inciting Incident Example #4 NeverwinterGaiman uses the Inciting Incident figuratively for the reader and literally for the character of Richard Mayhew. The moment that Richard notices Door, he crosses over from the real world to the realm of London Below.The distinction between the two worlds is irrevocable but not obvious to the intractable Richard, at least not at first.Meeting Door is both an Inciting Incident personally for Richard, who must help because you help people when you see they need it, and a deeply revealing part of his character development. The naiveite that comes with it almost gets him killed quite a few times, but the character line is there.The WOW! of the moment comes from the way Richard entirely focuses on the wounded girl, Door, and totally ignores his blathering fiancà © who demands Richard make a decision, on the spot, between helping the wounded waif and staying engaged.Much like in the Matrix, this is no kind of choice at all. Richard can’t not help.The stakes don’t seem high to Richard, but the reader soon learns that without aid, the men who wounded Door would have caught up to her.Finally, the Incident creates a story question about both Richard and Door, how they interact with the world(s) they interact with and who they are. All of which has a pay off in the Climax.How the Inciting Incident Shapes Your StoryAs you see, the Inciting Incident does a lot with very little. The best of them seem to be almost happenstance, a nearly throwaway event that makes an impact on the characters and the world(s) around them.Even something simple can be used as an iceberg tip, drawing the reader down a rabbit hole (for a fifth example of this EXACT thing) into the world of your story.Be cautioned! These examples represent everything going right and fulfilling the Musts to be sufficient. Losing one of the Musts alone can cause a story to stumble out of the gate.It is possible to recover, but never ideal. Consider the Inciting Incident of The Phantom Menace (picking on a poorly executed story is low fruit, but that’s the point). Anakin is discovered because they need a part to fix a ship to get back on the ‘real’ adventure of protecting Padme. The Incident has prophetic potency but its lack of both a clear separation between the mundane and the quest and its failure to set the stakes leave the audience baffled and relying on external information to care.The Inciting Incident can be thought of as the first major hurdle you need to jump to make a story kickass. If you stumble, even a little, on that first hurdle getting to the finish line and medalling in the event isn’t impossible, but it sure as hell isn’t going to be easy.Start Working Toward a Powerful Story TODAYSometimes getting started is the hardest part. When you have a coach, someone you can work with 1 on 1 to take your story idea to the next level, your progress (and future publishing goals) are better for it.Check out this free training to learn how you can get started.

How to implement dual language programs in already established Dissertation

How to implement dual language programs in already established elementary schools - Dissertation Example This shortcoming has both local and far-reaching effects ranging from immigrants who try to make themselves understood to the business person who must negotiate with foreign governments (Firoz, Maghrabi & Lee 2002). Leon Panetta, Director of the Central Intelligence Agency, stated, â€Å"To stay competitive in the global society, the U.S. needs more people with foreign language proficiency† (Picard, 2010, para. 3). Although the population of the United States has expanded through several generations of immigrants, command of foreign languages is not as prevalent in the United States as it is in other countries in the world. For Example, in the European Union, more than 50% of the population is functionally communicative in their native language plus one more (Hulstrand, 2008). Data from the 2007 American Community Survey captured information on language use by members of the US population (U.S. Census Bureau, 2010). Less than half (42.7%) of 5- to 17-year-olds had English-only speaking ability. More (72.4%) 18- to 40-year-olds were English-only proficient, and even more (78.3%) of individuals ages 41 to 64 years were English-only proficient. Of those 65 years old or older, 32.6% spoke only English (U.S. Census Bureau, 2010). There is a need to increase the numbers of students who are proficient in a second language in addition to English. Beginning with entrance into school at 5 years of age, and continuing through high school and beyond, students could benefit from a dual-language instruction (DLI) or two-way immersion (TWI) program. Lindholm-Leary and Borsato stated, â€Å"High school students who participated in the TWI program developed high levels of academic competence and motivation, ambitions to go to college, knowledge about how to apply to and get into college, and pride in bilingualism† (p. 1). Students who participate in TWI programs become proficient in more than one language into adulthood and are able to contribute a global society (Estrada, Gomez, & Ruiz-Escalante, 2009). Denver, Colorado, maintains a largely monolingual school district at the foot of the Rocky Mountains. The district is considered to have a high-mobility population; students in this school district have moved more than once, and up to three times or more in any given school year (Denver Public Schools [DPS], 2010). The Colorado Student Assessment Program (CSAP), implemented in 2002 to address the standards imposed by the No Child Left Behind Act of 2001 ([NCLB] 2002), is the state-mandated test that all students from Grade 3 through Grade 12 must take. NCLB obligates every teacher to be highly qualified in their specialty subject(s), including reading. Fifth-grade English language learners (ELLs) and English language proficient (ELP students in largely monolingual public schools in Denver have consistently shown little to no progress in reading (DPS, 2010). What little progress has been reported by the CSAP since 2005—only a 9 percentage-point median growth for students across the district, regardless of ethnicity (Colorado Department of Education, 2011)—is cause for concern. From a starting level of 46 percentage points in 2005, students’ CSAP scores in reading have ris en and fallen unpredictably. In 2006, scores for progress in reading rose to 49 percentage points. In 2007, scores for progress in reading plummeted to 42 percentage points. Scores rose to 53 percentage points in 2008 and fell again to 50 percentage points in 2009. Finally in 2010, reading across the district rose again to 55 percentage points (DPS, 2010). The DPS district is not the only one in the state or any other state with high numbers of ELLs who are experiencing reading problems (Goldenberg,

MGMT 3000 Essay Example | Topics and Well Written Essays - 2500 words

MGMT 3000 - Essay Example Here possessing high score refers to organized, responsible and dependable nature where scoring low refers to unreliable and disorganized nature. Emotional Stability: It deals with ability to handle stress. People having high emotional stability, always tend to become secure and self-confident and have comparatively higher job and life satisfaction. On the other side people with low emotional stability tends to be anxious, depressed and nervous. Openness to Experience: It focuses to determine desire and interest towards the creativity and novelty. People scoring low have a tendency to be conventional, where as on the opposite side high scorers tend to be curious, creative and artistically sensitive. Positive core self evaluators like themselves and consider themselves as capable and effective. They usually set ambitious goal and tend to perform better to achieve them where as negative evaluators dislike themselves and consider themselves as powerless. It defines the ability of the people to fit external and situational factors through adjusting their behaviors. People scoring low in this factor usually have high behavioral consistency and vice-versa. High self-monitors take leadership positions instead of having less commitment to their organizations. There are basically two personality types A and B. Type A refers to the competitive people and can work well in high level of stress also. They are basically fast workers and less quality conscious and highly prized in America. Where as Type B people are less competitive by nature and have less time urgency. Proactive Personality: Possessing this personality, enable individuals to show initiatives and identify opportunities. They are use to be the leaders and change agents and like to challenge the status quo. It ranks the individual’s value into the hierarchical value system. It consists of the content and intensity which denotes the importance of the mode of

Changes in American Family During world war 2 Research Paper

Changes in American Family During world war 2 - Research Paper Example The role of Women in wars had previously started being defined during the First World War, but it became even more pronounced during World War II, when their previous roles in the Army and the war itself definitely changed (Bryant 20). During the First World War, the women role in the war was pretty much reserved to non-combative roles in the army, such as operating switchboards, driving, offering mechanical services to the war tanks and vehicles (Bryant 21). However, after the bombing of the Pearl Harbor, and with eminent shortage of sufficient manpower in the army, the need for women power was once again revived, and it became apparent that the turnabout to the social and family system had knocked the door of the American society, and there was no turning back. The changes introduced in the American social system during the World War II still define the modern family and social structure. Therefore, the period of World War II, was a period when the family experienced the most trans forming structural changes in the history of America. First, the occurrence of the World War II served to uplift the status of women in the American society, such that they gained respect and recognition as an important part of the societal structure (Lamana and Riedmann 13). During the World War II, most able men were recruited and deployed to the military to take part in active combat military roles, as well as other non-combative roles that were still essential for achieving victory by America and its allies. Consequently, women were left to bear all the family responsibilities, which entailed looking after the family and feeding them, and thus â€Å"†¦World War II was a signal event in the history of American consumer culture† (Witkowski 9), considering that many women had not taken active jobs before then. Women were forced to take active roles in seeking and performing jobs, mostly in the industries that were involved in manufacturing the artillery and the ammuniti ons required in the war (Harper 12). Since women had been called upon to join the working force to avert the looming labor force shortages in the manufacturing industries after men were required to join the army, they were required to hand over the same jobs to men after the end of the war, but most women resisted, since there had already arisen the need for working (Bryant 21). It is at this point that women in America were recognized in terms of their contribution economically, through working and supporting their families. This trend is still alive to present day, where many women have taken up active employment roles, instead of staying at home to perform the household chores. The contribution of the American woman to the economy is still high currently; virtually matching that of men. The other aspect through which women gained recognition and respect during the World War II, is through their active engagement in the military roles that were reserved for men in the previous dec ades (Herwing 107). During the World War II, more than a hundred thousand women served in the American Military, forming what according to Bryant came to be †Ã¢â‚¬ ¦the Women Army Corps† (7). While previously women were engaged in exclusively non-combative roles in the military, the scenario changed during the World War II, and they became involved in further active war duties such as flying aircrafts. Throughout the World War II period, over 16

Relationship Between Lifestyle And Health Health And Social Care Essay

Relationship Between Lifestyle And Health Health And Social Care Essay Lifestyle is the way that a person lives. Therefore, lifestyle reflects our behaviour, attitude, culture and personality. In addition, lifestyle might affect peoples thoughts, work, social activity and health. It may be true that the quality of the medical service has improved in the last decade in developed countries and some developing countries; however, lifestyle patterns are a key role in improving our quality of life. This essay explains the concept of healthy lifestyle and the factors that affect our health in our environment; then, discuses some important effects of lifestyle on specific diseases on the disease preventions and progression. Lifestyle factors have a greater impact than genetic factors. Lifestyle factors might improve the genetics but not the opposite. For example, obesity caused by genetic defect gets better by changing the lifestyle patterns that include following a special diet and doing regular exercise. Healthy lifestyle achievements depend on individuals needs and the environment around them. Therefore, studies and research were done in order to recognize the optimum lifestyle for genders in all age groups. This study revealed that lifestyle modifications are important measures in both diseases preventions and treatment. Achievements of optimum lifestyles required group working. They are not only doctors responsibilities; however, parents, teachers, doctors and politicians play a role in achieving this goal. The media also have an essential role in lifestyles modifications by highlight the issues and encourage people to act properly in their lives. Foods companies have greater responsibility toward the public by producing healthy foods to build good environment for people. There are many reasons for the disparity in lifestyle patterns between the people from the same country and even in the same city. These reasons have been noted by researchers in the public health field. These differences have been discovered to be as a result of social variation, geographical area and education level. So, people who live in poverty or in low social class category have a poor chance of survival. In other words, individuals who behave healthily are more likely to be found in higher social classes. Poor people do not care about life quality rather than how they live that due to lack of resources and deficiency in services. For instance, a less nutritious diet may be chosen because of restrictions on income or in adequate food distribution in their area. Less physical activity may be undertaken because of lack of leisure facilities in low class areas or the poor salary they get to make use of them. On the other hand, some situations are the result of a much greater degree of choice. Geographical differences also have an effect on lifestyle pattern. For example, people who live in hot areas cannot maintain a healthy lifestyle especially a good range of physical activity as result of the hot climate. On the other hand, those living in very cold area have the same problems as well. Educational level variations in the whole population may cause some difficulties in following healthy lifestyle. Much research focusing on the quality of life among qualified individuals and unqualified individuals revealed that better life and living patterns are found in people with degrees and the worse living patterns with those of a low educational level. Scientists believe that there are seven essential factors in lifestyle which have huge impact or well known effect. These factors are diet, physical activity, smoking, alcohol consumption, stress, weight gain and social interaction. Moreover, scientists found a close correlation between specific diseases and these lifestyle factors such as heart disease especially ischemic heart disease, stroke and diabetes. There are many diseases that have strong relationships between the pathogenesis and the lifestyle factors either in etiological factors or preventive measures or as non pharmacological treatments. For examples, diabetes may be caused by obesity or weight gain; ischemic heart disease may be caused by smoking and foods contain high fat as well as stress. In other words, different types of diseases are caused by variable lifestyle factors. Thus, eating healthy foods can prevent the occurrence of some illnesses such as diabetes, hypertension, stroke and ischemic heart disease. Moreover, quitting smoking may decrease the chance of developing cancer. Lifestyle modifications are used as non-pharmacological treatments for example, salt reduction in diet is one of the measures used in treating hypertension. A study shows relation between lifestyle factors and mortality rate in individuals has cardiovascular diseases. Obesity with body mass index over 30 is three times more likely to die of cardiovascular causes than those with Body mass index less (18.5à ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬24.9). One quarter of cancer deaths and one third of heart diseases deaths were attributable to smoking. Individuals who exercised more than 5.5 hour per week are approximately half as likely to die of heart disease as those who are less active. On the whole, 72 percent of cardiovascular mortality, 44 percent of cancer mortality, and 55 percent of all-cause mortality were attributable to having any of four risk factors: being overweight, smoking cigarettes, not engaging in physical activity, and having a low healthy diet intake. Lifestyles modifications have greater influences on the overall health statues of the communities. These changes may improve the diseases outcome, reduces the chance of diseases progression and control its complication. For instance, decrease dietary intakes of foods containing unsaturated fat improve already exciting heart disease. These changes also have noticeable effects on ageing related problems such as Alzheimer disease. There is a huge gap at the level of health promotions in dealing with different lifestyle factors. Tobacco control policy has been facilitated by hundreds of epidemiologic and corroborative laboratory studies over more than four decades has made a clear connection between smoking and many cancers, heart diseases and many other health problems. Unlike nutrition and physical activity, those are necessary parts of our daily life. Therefore, public health specialists act to fill the gap and promote the health of the human being by doing research and through a deep study of these issues. In conclusion, lifestyle is a manner of living that reflects individuals behaviour, attitude, thought and believes. Regardless the improvement in health services maintains healthy lifestyle is mandatory to live healthy wonderful life. Healthy lifestyles are not what we think healthy but what research addressed healthy. Many factors affect lifestyles optimizes such as people needs and cultures. Lifestyles factors have greater influence than genetic factors on the health status of the individuals. In order to achieve a healthy community the multidisciplinary approach is essential. Differences in lifestyles between people are due to their socioeconomic classes, living area and the education level. There are overwhelming evidences that show a strong relationship between the lifestyles factors and diseases risk factors and diseases treatment. Underestimations of some lifestyles factors overcome by doing deep investigation by health care providers. In fact, healthy lifestyle is the aim to get healthy life. Abdullah ALMilibary

Reporn on Marketing Statigy

Introduction Unilever is a multi-national corporation, formed of Anglo-Dutch parentage that owns many of the world’s consumer product brands in foods, beverages, cleaning agents and personal care products. Unilever employs nearly 180,000 people and had worldwide revenue of almost â‚ ¬40 billion in 2005. Unilever is a dual-listed company consisting of UnileverNV in Rotterdam, Netherlands and Unilever PLC in London, England. This arrangement is similar to that of Reed Elsevier and that of Royal Dutch Shell prior to their unified structure. Both Unilever companies have the same directors and effectively operate as a single business.The current non-executive Chairman of Unilever N. V. and PLC is Michael Treschow while Patrick Cescau is Group Chief Executive, who will retire at the end of 2008. Mr Paul Polman will succeed Patrick Cescau as Group Chief Executive. The company is widely listed on the world’s stock exchanges. 1. 2 Origin of report Since practical orientation is an integral part of the BBA program, I tried to expose real life performance of Uniliver by preparing this   report. To prepare this report I have come across with different information of the Uniliver.From the collected information I understand the company’s activities in the market as Uniliverll as in their internal preparation for marketing and others activities. I expect that this report will fulfill the requirement of BBA program and provide a clear idea about the Uniliver activities and other multi-national company’s effort in the Bangladesh. Thus, Uniliver can get deep understand of actual situation of MN’s company’s activities by analyzing their exposed strategy . 1. 3 Objective This Study is intended to analyze marketing strategies used by Unilever Bangladesh Ltd and globe.The main purpose of the study is to find what strategies the company uses to market its products and brands worldwide; the positive and negative aspects of those strategie s. The report further analyzes the position of Unilever Bangladesh Ltd and globe in the several industries in comparison to its competitors. Specific objective: To know about Uniliver and Uniliver   Bangladesh. To   develop SOWT analysis of   Uniliver Bangladesh. To know about Uniliver’s strategy regarding   product, price,place and promotion. To identify the segmentation,targeting   and positioning strategy used by Uniliver Bangladesh.To develop some recoendation for further improvement in Marketing strategy of Uniliver Bangladesh. 1. 6 Methodology of this report For accessibility and availability of information I have chosen to work on the Marketing strategies of Unilever Bangladesh Ltd and globe. As the company operates in the market with a huge number of products in different industries, I have decided to focus on one of their world wide successful strategy on providing data. Most of the information used in this report is from secondary sources. The main source of information was the Uniliver’s website.In addition information will be collected from focus group discussion,depth interview and survey. Primary Sources: Face to face conversation with the Uniliver’s   people Customer opinion collection   through survey. Collection of data related with Customer satisfaction through   survey. Miscellaneous   Book Reading. Secondary Sources: Annual Reports of Uniliver Various types of Website Different research report. Different Newspapers, Articles, Journals and Publication. Sample Size: I have collected data from 5 upper level employee through depth interview and 100 Customer for survey.Sampling Technique: In case of survey simple random sampling was used . In case of   depth interview snowball sampling was used. Data analysis: I used   Microsoft excel   to analyze the collected data and get the proper meaning. I   used also graph,picture   to show and analyze the data. For accessibility and availability of informa tion I have chosen to work on the strategies of Unilever Bangladesh Ltd and globe. As the company operates in the market with a huge number of products in different industries, I have decided to focus on one of their world wide successful strategy on providing data.Most of the information used in this report is from secondary sitces. The main sitsce of information was the Uniliverbsite. In addition information was also collected from focus group discussion. 1. 4 Limitation To conduct this study sheer experiences are needed. But I have lack of those. As like- The Data was not   available   about company. Without practical work experience it was difficult to do work. Confidential information are not exposed   in Bangladesh. It was difficult to gather sufficient information due to limitation of time.It was also difficult to obtain proper information from respondents because of their busy schedule. Lack of   Money After all within time limited it is not possible learn and unders tand all the activities of  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   MN’s company like Uniliver. Chapter-02 Overview of Uniliver Unilever at a glance Unilever NV Unilever PLC| | Type| Public company (AMS: UNA) (LSE:  ULVR) (NYSE:  UN) (Unilever N. V. ) (NYSE:  UL) (Unilever PLC)| Industry| Conglomerate| Founded| 1930| Headquarters| Unilever House, London, United KingdomRotterdam, Netherlands| Area served| Worldwide| Key people| Michael Treschow Chairman) Lord Simon of Highbury (Vice Chairman) Paul Polman (CEO)| Products| See brands listing| Revenue| â‚ ¬44,262  million (2010)| Operating income| â‚ ¬6,339  million (2010)| Net income| â‚ ¬4,598  million (2010)| Employees| 163,000 (2010)| Uniliverbsite| http://unilever. com| 2. 1 History & Growth Unilever is a British-Dutch multinational corporation that owns many of the world’s consumer product brands in foods, beverages, cleaning agents and personal care products. Unilever is a dual-listed company con sisting of Unilever N. V. in Rotterdam, Netherlands and Unilever PLC in London, United Kingdom.This arrangement is similar to those of Reed Elsevier and Royal Dutch Shell prior to their unified structures. Both Unilever companies have the same directors and effectively operate as a single business. The current non-executive Chairman of Unilever N. V. and PLC is Michael Treschow while Paul Polman is Group Chief Executive. Unilever’s main international competitors include Nestle and Procter & Gamble. They also face competition in local markets or product ranges from companies such as Beiersdorf, ConAgra, Danone, General Mills, Henkel, Mars, Inc. Pepsico, Reckitt Benckiser and S. C. Johnson & Son. History Unilever was founded on 1 January 1930 by Antonius Johannes Jurgens, Samuel van den Bergh and William Hulme Lever, 2nd Viscount Leverhulme. The amalgamation of the operations of British soap maker Lever Brothers ,William Hulme Lever and Dutch margarine producer Margarine Unie, Anton Jurgens en Samuel van den Bergh, a merger as palm oil was a major raw material for both margarines and soaps and could be imported more efficiently in larger quantities.The initial harvesting of palm oil was from the British Uniliverst Africa, from where news reports seen back in England shoUniliverd the workers abroad in favorable conditions. In 1911 the company received a concession for 750,000 hectares of forest in Belgian Congo, mostly south of Bandundu, where a system of forced labor operated. The subsidiary of Lever was named â€Å"Huileries du Congo Belge†. During the great depression in the thirties, the Huileries sharply decreased the fee for gathered oil nuts, while the government of Belgian Congo strongly increased taxation.This resulted in social unrest in 1931, which are known as the Revolution of the Pende, in which eventually more than 400 members of the Pende-tribe were killed. In the 1930s the Unilever business grew and new ventures were launched in Afr ica and Latin America. In 1972 Unilever purchased A&W Restaurants’ Canadian division but sold its shares through a management buyout to former A&W Food Services of Canada CEO Jefferson J. Mooney in July 1996. By 1980 soap and edible fats contributed just 40% of profits, compared with an original 90%. In 1984 the company bought the brand Brooke Bond (maker of PG Tips tea).In 1987 Unilever strengthened its position in the world skin care market by acquiring Chesebrough-Ponds, the maker of Ragu, Pond’s, Aqua-Net, Cutex Nail Polish, and Vaseline. In 1989 Unilever bought Calvin Klein Cosmetics, Faberge, and Elizabeth Arden, but the latter was later sold (in 2000) to FFI Fragrances. In 1996 Unilever purchased Helene Curtis Industries, giving the company â€Å"a powerful new presence in the United States shampoo and deodorant market†. The purchase brought Unilever the Suave and Finesse hair-care product brands and Degree deodorant brand. Global employment at Unilever 2 000–2008Black represents employment numbers in Europe, light grey represents the Americas and dark grey represents Asia, Africa, and Middle East. Between 2000 and 2008 Unilever reduced global workforce numbers by 41%, from 295,000 to 174,000. Note: Europe figures for 2000–2003 are all Europe; from 2004 figures in black are Western Europe. For 2004–2008 Figures for Asia, Africa and Middle East include Eastern and Central Europe. Source: Unilever Annual Reports 2004, 2008 In 2000 the company absorbed the American business Best Foods, strengthening its presence in North America and extending its portfolio of foods brands.In April 2000 it bought both Ben & Jerry’s and Slim Fast. The company is multinational with operating companies and factories on every continent (except Antarctica) and research laboratories at Colworth and Port Sunlight in England; Vlaardingen in the Netherlands; Trumbull, Connecticut, and Englewood Cliffs, New Jersey in the United States; Bangalore in India (see also Hindustan Unilever Limited); and Shanghai in China. The US division carried the Lever Brothers name until the 1990s, when it adopted that of the parent company.The American unit has headquarters in New Jersey, and no longer maintains a presence at Lever House, the iconic skyscraper on Park Avenue in New York City. The company is said to promote sustainability and started a sustainable agriculture programme in 1998. In May 2007 it became the first tea company to commit to sitscing all its tea in a sustainable manner, employing the Rainforest Alliance, an international environmental NGO, to certify its tea estates in East Africa, as will as third-party suppliers in Africa and other parts of the world.It declared its aim to have all Lipton Yellow Label and PG Tips tea bags sold in Western Europe certified by 2010, followed by all Lipton tea bags globally by 2015. Unilever’s Lipton brand Covalence, an ethical reputation ranking agency, placed Unilever at the top of its ranking based on positive versus negative news coverage for 2007. In 2007, Unilever’s Dove â€Å"Evolution† video that ran only online, was named the first ever non-tv spot to win the Grand Lion at the Cannes Advertising Festival. And in March, 2008, Unilever was named â€Å"Digital Marketer of the Year† by Advertising Age.In 2008 Unilever was honored at the 59th Annual Technology & Engineering Emmy Awards for â€Å"Outstanding Achievement in Advanced Media Technology for Creation and Distribution of Interactive Commercial Advertising Delivered Through Digital Set Top Boxes† for its program Axe: Boost Yits ESP. On 25 September 2009, Unilever decided to acquire the personal care business of Sara Lee Corporation: leading brands such as Radox, Badedas and Duschdas strengthened category leadership in Skin Cleansing and Deodorants.On 9 August 2010, Unilever signed an asset purchase agreement with the Norwegian dairy group TINE, to acquire th e activities of Diplom-Is in Denmark, as of 30 September 2010. On 24 September 2010, Unilever announced that it has entered into a definitive agreement to sell its consumer tomato products business in Brazil to Cargill. On 27 September 2010, Unilever purchased Alberto-Culver, the maker of personal care and household products such as Simple, VO5, Nexxus, TRESemme, and Mrs. Dash for $US3. 7  billion.On 28 September 2010, Unilever and EVGA announced that they have signed an agreement under which Unilever will acquire EVGA’s ice cream brands (amongst others, Scandal, Variete and Karabola) and distribution network in Greece, for an undisclosed amount. On 23 March 2011: Unilever announced that it has entered a binding agreement to sell the global Sanex business to Colgate-Palmolive for â‚ ¬672m. Unilever also announced that it has entered into a binding agreement to acquire Colgate-Palmolive’s laundry detergent brands (Fab, Lavomatic and Vel) in Colombia for US$215m. . 2 History & Growth in Bangladesh perspective Unilever Bangladesh is a company that has its own history intrinsically built with the development of its nation and its culture. It has been part of the Bangladeshi household since the 19th century with the same intention of bringing cleanliness and convenience to households as Uniliver do today. Back then Sunlight soap was marketed through Lever Brothers India limited throughout the undivided India. Later on, Lever Brothers Pakistan limited started its operation in Bangladesh on a larger scale.In 1964, its soap manufacturing facility was setup in Kalurghat, Chittagong. With time it gradually evolved and diversified into manufacturing personal products like skin care creams, toothpastes, shampoos, detergent powders, and so on. Accumulating manufacturing experience over 40 years, Uniliver has a legacy of leading the market with international brands offered at affordable prices. Today, with 13 different brands in 8 different categories, Un ilever Bangladesh stands as one of the most progressive partner in development for the Government of Bangladesh. 964-1972 Productions started off with Sunlight soap and Lifebuoy soap. After the war of independence in 1971, Bangladesh became an independent country. At this time, Lever Brothers Bangladesh Ltd. was constituted with Unilever owning 60. 75% shares and the Government of Bangladesh owning the remaining 39. 25% shares. 1972-1980 Post liberation period evidenced accelerated growth for the company. Demand started rising and the company continued its mission to meet consumer needs by producing quality soaps, introducing Lux – the beauty soap and Wheel.Launched in 1972 Wheel entered the merchandised laundry category, traditionally dominated by cottage soaps. It appealed to the consumers with unique care benefits for hand and fabric, a generic weakness in cottage soaps. It gradually became the secret ally of Bangladeshi women by extending the caring hand to ease her daily laundry chores. 1980-1990 The early eighties witnessed expansion of the company through diversification. Calibrating direction, the mission now included enhancing quality of life through other personal products aspiring aestheticism like sparkling white teeth, fresh breath, beautiful hair, and glowing skin.A Personal Product Plant was established to manufacture shampoo, toothpaste, and skin care creams. Sunsilk Shampoo, Closeup Tooth paste, Fair and Lovely for skin care and Vim for dish washing was produced and marketed to bring great international and regional formulations to Bangladeshi households at affordable prices. 1989 heralded the beginning of a fairy tale story – the initiation of LUX photogenic contest that brought the real life experience of glamits, fame and fortune to the doorsteps of young girls throughout the country. 1990-1998 In the early 90? Unilever Bangladesh entered the tea-based beverage market introducing Lipton Taaza, Lever’s flagship packet te a brand, with the objective to be the most preferred tea of the Bangladeshi consumers. World renowned Pond’s cream and Pepsodent – the dental hygiene expert began to be manufactured from its Kalurghat factory. Washing drudgeries of the busy homemakers were washed away with the introduction of Wheel washing powder and Surf Excel for premium wash. In 1996-1997, its manufacturing facility owned and run by a third party was set up outside Dhaka for wheel washing powder.With formulations suitable for local conditions, the washing powder concept brought about a huge revolution in fabric washing habits in the country. 1998-2004 These are the golden years in the history of Unilever Bangladesh as the company turned around from severe losses due to competitive backlash – to a company with 6 years of consecutive growth. Around the end of November 2001, its new personal products factory â€Å"Sankalp† in Kalurghat started production which helped us meet the market ne eds from a shift on its dependence on soaps to diverse personal grooming categories.This is also the era when Unilever Bangladesh introduced many exciting new products such as Pond’s face wash to end soap related facial skin woes or Lipton double chamber tea bags for more zest in its tea cups and the markets responded enthusiastically. In 2001, Uniliver brought about a new excitement in the kitchen care sector with the introduction of Vim bar, the dish cleaning soap – a concept of convenience and common household habits combined together. In 2002 Rexona deodorant entered the market building in awareness about body odits problems and creating a new personal grooming habit in the country.The company’s soap formulations changed radically during this time to bring in world class standards – without any price rises. Lifebuoy, the health brand has moved from just the hard-working men’s soap to reminding one, of the bond of love that binds a family in a h ealthy circle, free of germs and sickness. In 2004, as a new variant, bringing in the goodness of Neem – an Ayurvedic medical marvel, Lifebuoy has reinstated its earnest endeavits to be ahead of consumer’s needs. In the span of these six years, Uniliver gathered many accolades (link to awards page) to certify its fast paced move towards world class performance.Unilever Bangladesh had a jitney towards adding new impetus to its trade marketing and today its products are available in 90% of the households in Bangladesh. In a company wide move to come out from behind the great brands and be known as Unilever worldwide, Lever Brothers Bangladesh limited officially changed its name to Unilever Bangladesh in December 2004. 2. 2. 1 Unilever Bangladesh (core information) Over the last fits decades, Unilever Bangladesh has been constantly bringing new and world-class products for the Bangladeshi people to remove the daily drudgery of life.Over 90% of the country’s househo lds use one or more of its products. Unilever Bangladesh is a Fast Moving Consumer Goods company with local manufacturing facilities, reporting to regional business groups for innovation and business results. Constitution Unilever – 60. 75% shares, Government of Bangladesh – 39. 25% Product categories Household Care, Fabric Cleaning, Skin Cleansing, Skin Care, Oral Care, Hair Care, Personal Grooming, Tea based Beverages. Unilever Bangladesh Brands Wheel, Lux, Lifebuoy, Fair & Lovely, Pond’s, Close Up, Sunsilk, Taaza, Pepsodent, Clear, Vim, Surf Excel, Rexona, Axe, Dove, & Vaseline.Manufacturing facilities The Company has a Soap Manufacturing factory and a Personal Products Factory located in Chittagong. Besides these, there is a tea packaging operation in Chittagong and three manufacturing units in Dhaka, which are owned and run by third parties exclusively dedicated to Unilever Bangladesh. 2. 2. 2 Key Dates: 1872: Two Dutch firms, Jurgens and Van den Bergh, beg in commercial production of margarine. 1885: William Hesketh Lever establishes soap factory in Warrington, marking the beginnings of Lever Brothers. 1908: Jurgens and Van den Bergh pool their interests. 914: Lever begins producing margarine at the request of the British government. 1927: Jurgens and Van den Bergh create dual-structured Margarine Union Limited and Margarine Unie N. V. 1929: Margarine Union/Margarine Unie merges with Lever Brothers to create Unilever, with dual Anglo-Dutch structure. 1930: Special committee is established as a board of directors over the British and Dutch Unilever holding companies. 1937: Reorganization equalizes the assets of the Dutch and the British groups of Unilever; Thomas J. Lipton Company, U. S. manufacturer of tea, is acquired. 944: The U. S. toothpaste brand Pepsodent is acquired. 1957: Company acquires U. K. frozen foods maker Birds Eye. 1961:U. S. ice cream novelty maker Good Humor is acquired. 1984: Buying spree begins that will last unti l 1988 and result in about 80 companies being acquired; Brooke Bond, the leading European tea company, is acquired through hostile takeover. 1986: Company acquires Chesebrough-Pond’s, its largest purchase to date. 1989: The acquisition of three companies, including Faberge Inc. , makes the company a major player in the world perfume and cosmetics industry. 994: The launch of a new laundry detergent in Europe turns into a public relations disaster when tests reveal that it can damage clothes under certain conditions. 1996: Fundamental management reorganization is launched, including the replacing of the special committee with a seven-member executive committee. 1997: Specialty chemicals operations are sold to Imperial Chemical Industries PLC for about US$8 billion. 1999: Company announces that it will eliminate about 1,200 of its brands to focus on around 400 regionally or globally poUniliverrful brands. 2. Corporate Objective The purpose of Unilever is to meet the everyday ne eds of people—everywhere anticipate the aspirations of company’s consumers and customers and to respond creatively and competitively with branded products and services which raise the quality of life. Company’s deep roots in local cultures and markets around the world are its unparalleled inheritance and the foundation for company’s future growth. The Unilivr will bring it’s wealth of knowledge and international expertise to the service of local consumers–a truly multi-local multinational.Company’s long term success requires a total commitment to exceptional standards of performance and productivity, to working together effectively and to a willingness to embrace new ideas and learn continuously. Uniliver believe that to succeed requires the highest standards of corporate behavior towards its employees, consumers and the societies and world in which it exist. This is Unilever’s road to sustainable, profitable growth for its bus iness and long-term value creation for Uniliver shareholders and employees. 2. 4 Vision, Mission & Goals VisionUnilever products touch the lives of over 2 billion people every day – whether that’s through feeling great because they’ve got shiny hair and a brilliant smile, keeping their homes fresh and clean, or by enjoying a great cup of tea, satisfying meal or healthy snack. The fits pillars of Uniliver vision set out the long term direction for the company – where its want to go and how it is going to get there: It work to create a better future every day It help people feel good, look good and get more out of life with brands and services that are good for them and good for others.It will inspire people to take small everyday actions that can add up to a big difference for the world. It will develop new ways of doing business with the aim of doubling the size of its company while reducing its environmental impact. Uniliver has always believed in the po wer of its brands to improve the quality of people’s lives and in doing the right thing. As its business grows, so do its responsibilities. Uniliver recognize that global challenges such as climate change concern us all.Considering the wider impact of its actions is embedded in its values and is a fundamental part of who it is. Mission Uniliver mission is to add Vitality to life. It meet everyday needs for nutrition, hygiene and personal care with brands that help people look good, feel good and get more out of life. In the last five years, it has built its business by focusing on its brands, streamlining how Uniliver work, and improving its insight into the evolving needs and tastes of consumers. Now Uniliver are taking the next step in simplification – by aligning its selves around a clear common mission.Uniliver recognize that the world in which Uniliver operate is changing. Consumers are increasingly bringing their views as citizens into their buying decisions, dem anding more from the companies behind the brands. They want companies and brands they trust. Unilever embraces these new expectations. Its heritage of good governance, product quality and long experience of working with communities gives us a strong base. Uniliver aim to build on this by taking the next step in transparency and accountability.It will stand visibly as Unilever, behind its products and everything Uniliver do, everywhere. Every day 150 million people in over 150 countries choose its products. Already, most of its brands give the benefits of feeling good, looking good and getting more out of life. Bertolli, for example, conjures up the Italian zest for life and Becel/Flora keeps hearts healthy. Sunsilk helps you feel happier because yits hair looks great. Its laundry brand, Omo, encitsages children to get dirty so they can experience more of life.In the future, its brands will do even more to add vitality to life. Its vitality mission will focus its brands on meeting co nsumer needs arising from the biggest issues around the world today – ageing populations, urbanizations, changing diets and lifestyles. Uniliver see growing consumer need for: a healthy lifestyle more variety, quality, taste and enjoyment time, as an increasingly precious commodity Helping people to feel good, look good and get more out of life will enable us to meet these needs and expand its business. Unilever is in a unique osition to understand the interrelationships between nutrition, hygiene and personal care. Uniliver can do this thanks to its strong science capability and its locally rooted consumer insight. It is by bringing all this together that Uniliver can strive to contribute to quality of life and wellbeing  Ã¢â‚¬â€œ adding vitality to life. The long-term success of its business is intimately interconnected with the vitality of the environment and the communities in which Uniliver operate. The environment provides us with its raw materials and the ingredients Uniliver need to make its products.Healthy, prosperous communities provide us with a healthy, growing consumer base Goals Unilever Unveils 50 Sustainability  Goals 50 specific goals that include social and health-related targets under the Unilever Sustainable Living Plan released today. It expanded on a commitment made last year to double sales while reducing overall environmental impact. The new plan gets far more specific. And progress on this â€Å"social mission† is now part of every Unilever initiative launch plan alongside sales and profit targets, Mr. Lewis said, president of Uniliver America.Unilever isn’t the only company to recently step up environmental goals, but its targets are more ambitious than many, maybe even most. Procter & Gamble Co. also announced bigger sustainability goals for 2020 in September, targeting, among other things, a 20% reduction in packaging per consumer use, but Unilever’s goal is for an absolute reduction of 33%. Pledge t o use sustainable sits Unilever is pledging to sits all of its agricultural raw materials from sustainable sits by 2020 and half by 2015. That could drive up costs, but it is manageable by Uniliver.One of Unilever’s more ambitious targets is to expand its PureIt water-filtration brand, launched in India in 2004, to elsewhere in Asia, Latin America and sub-Saharan Africa. It aims to have such systems provide safe drinking water to 500 million globally by 2020 — a population bigger than South America’s current 385 million or nearly half of India’s current 1. 1 billion. The company’s new â€Å"Sustainable Living Plan,† developed over the cites of the last 12 months, and unveiled around the globe today, focuses on Unilever’s entire supply chain, from the farms that supply raw materials for its products to the emissions and waste generated y customer use of those products. Among the targets Unilever has set: †¢ Since 100 percent of ag ricultural raw materials sustainable by 2015, including 100 percent sustainable palm oil. Unilever buys 3 percent of the world’s annual supply of palm oil. †¢ Change the hygiene habits of 1 billion people in Asia, Africa and Latin America to help reduce diarrhea — the word’s second biggest cause of infant mortality. Unilever will push sales of its Lifebuoy soap brand and teach consumers when to wash their hands to achieve this aim. Make drinking water safer in developing countries by extending sales of its PureIt home water purifier. †¢ Improve standards of living by working with agencies such as Oxfam and the Rainforest Alliance to link 500,000 smallholders and small-scale distributors to the Unilever supply chain. According to The Guardian:†[Unilever] also intends to improve the nutritional quality of its food products — with cuts in salt, saturated fats, sugar and calories — and link more than 500,000 small holder farmers and sma ll scale distributors in developing countries to its supply chain. The Sustainable Living Plan sets out over 50 social, economic and environmental targets. It will see Unilever, whose global brands include Dove, Omo, Knorr and Lipton, halve the greenhouse gas emissions, water and waste used not just by the company in its direct operations, but also by its suppliers and consumers. Over two-thirds of greenhouse gas emissions and half the water used in Unilever products’ lifecycle come from consumer use, so this is a major commitment on an unprecedented scale.Other key goals Unilever plans to achieve by or before 2020 include: 100% of its agricultural raw materials sustainable including, by 2015, 100% sustainable palm oil; Changing the hygiene habits of 1 billion people in Asia, Africa and Latin America so that they wash their hands with Lifebuoy soap at key times during the day – helping to reduce diarrhea disease, the world’s second biggest cause of infant mortal ity; Making safe drinking water available to half a billion people by extending sales of its low-cost in-home water purifier, PureIt, from India to other countries; Improving livelihoods in developing countries by working with Oxfam, Rainforest Alliance and others to link over 500,000 smallholder farmers and small-scale distributors into its supply chain. Paul Polman (group chief executive) emphasized that Unilever did not have all the answer were and that the ompany would need to work in partnership with customers, suppliers, governments and NGOs if it was to achieve its goals. 2. 6 Volume growth ahead of Uniliver markets Table-01 Underlying volume growth: Financial Year|   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Growth|    2008|   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   0. 1%| 2009|   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2. 3%| 2010|   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  5. 8%| Underlying volume growth accele rated in 2010 to 5. 8%, the best that Unilever has achieved for more than 30 years. Uniliver set out two years ago to reignite its volume growth and to grow ahead of its markets. That is what Uniliver are starting to do; its volume shares are up in all regions and in most categories. Volume growth was broad based.In its emerging markets business Uniliver grew volumes by around 10% over the year as a whole, with the key businesses of China, India and Turkey all delivering growth well into double digits. Only in Central and Eastern Europe did Uniliver see more subdued growth, although even here volumes were comfortably up in difficult markets. In the developed world, where growth has been very hard to achieve over the recent past, its volumes were also up by around 2%, again ahead of the market, in both Western Europe and North America. Uniliver gained volume share in all regions, with particularly strong performance in key emerging markets such as China, Indonesia, South Africa and A rgentina. Uniliver stern Europe also saw strong volume share gains, led by the Netherlands, France and Italy.Volume shares were also up in most of its core categories, with deodorants, skin cleansing, household care, ice cream and dressings all achieving notable gains during the year. Steady improvement in margin Underlying Operating Margin for the year increased by 20 basis points. It was another year of the steady and sustainable improvement that Uniliver have been targeting. Cost saving programmes again delivered strongly, with â‚ ¬1. 4 billion of savings in the year following a similar amount in 2009. Much of the success in savings came in the supply chain, and as a result gross margin, at constant currency, improved for the year despite negative underlying price growth and modestly higher commodity costs. Positive mix and improved volume leverage also contributed positively to gross margin.At the same time as increasing underlying operating margin Uniliver also increased sub stantially the advertising and promotions investment put behind its brands – at constant currency the increase was more than â‚ ¬300 million or 30 basis points in the year. This came after an even bigger increase in 2009, meaning an additional â‚ ¬700 million behind the building of its brand equities over the last two years. Aside from the gross margin increase, the key driver of margin improvement was a reduction in indirect costs, with the organization now leaner and a new discipline exerted in all areas of the cost base. Healthy cash delivery Working capital reduced as a percentage of turnovers and has now been negative for over 12 months. The cash conversion cycle improved by 17 days, from 20 days in 2009 to just three in 2010.Uniliver are close to best in class in its management of payables and receivables, but in inventories Uniliver still see scope for further improvement. This strong performance in working capital management was reflected in free cash flow, whic h was again healthy at â‚ ¬3. 4 billion. Over the last two years its combined free cash flow of â‚ ¬7. 4 billion represents around 90% of net profit. This is robust performance, particularly at a time when Uniliver are investing heavily in the future growth of the business in areas such as capital expenditure, as it build new capacity to support its rapid volume growth in emerging markets. The â‚ ¬0. 7 billion reduction versus 2009 reflected a smaller inflow from working capital in 2010, following the exceptional benefit of â‚ ¬1. 7 billion taken in 2009. 2. Corporate image Unilever claims that corporate social responsibility is at the heart of its business. However Uniliver, the transition to a responsible and sustainable company is ongoing and it has attracted a variety of criticisms from political, environmental and human rights activists on not achieving the high aims it communicates on a number of topics. 2. 8. 1 Environmental issues Unilever’s stated goals a re to decouple growth from the company’s environmental impact by halving the environmental footprint of its products helping 1  billion people improve their health and well-being since all of its agricultural raw materials sustainably Palm oilUnilever has been criticized by Greenpeace for causing deforestation, Unilever was targeted in 2008 by Greenpeace UK, which criticized the company for buying palm oil from suppliers that are damaging Indonesia’s rainforests. Unilever, as a founding member of the Roundtable on Sustainable Palm Oil (RSPO), responded by publicizing its plan to obtain all of its palm oil from sitsces that are certified as sustainable by 2015. In Cote d’Ivoire, one of Unilever’s palm oil suppliers was accused of clearing forest for plantations, an activity that threatened a primate species, Miss Waldron’s Red Colobus. Unilever intervened to halt the clearances pending the results of an environmental assessment.On 4 July 2010, Uni lever announced that it has secured enough GreenPalm certificates of sustainable palm oil to cover the requirements of its European, Australia, and New Zealand business. GreenPalm is a certificate trading programme, endorsed by the RSPO, which is designed to tackle the environmental and social problems created by the production of palm oil. Rainforest Alliance Unilever has committed to purchase all its tea from sustainable, ethical sitsces. It has asked the international environmental NGO, Rainforest Alliance, to start by certifying tea farms in Africa. Lipton and PG Tips will be the first brands to contain certified tea. The company aims to have all Lipton Yellow Label and PG Tips tea bags sold in Western Europe certified by 2010 and all Lipton tea bags sold globally by 2015. Animal testingUnilever states it is committed to the elimination of animal testing, and where it is a legal requirement in some countries, it tries to convince the local authorities to change the law. Some act ivistsargue that this is little more than an effort to gain good publicity and Unilever continue to use animal experimentation such as the LD50 poisoning test. 2. 8. 2 Social issues Race and advertisements Hindustan Unilever, had been showing television advertisements for skin-lightening cream, Fair and Lovely, depicting depressed, dark-skinned women, who had been ignored by employers and men, suddenly finding new boyfriends and glamorous careers after the cream had lightened their skin.The Austrian branch of Unilever (Eskimo) is producing and marketing an ice-cream under the name Mohr im Hemd. â€Å"Mohr† (moor), is a colonial German word for African or black people, has a heavily colonialist and racist connotation, â€Å"Mohr im Hemd† (moor in the shirt) is a traditional Austrian chocolate specialty which refers to naked, â€Å"wild† Africans. Unilever refutes any racist intentions and claims that it has tested the name in broad market studies in Austria witho ut any critical feedback. Sexism in advertisements The Campaign for a Commercial-Free Childhood criticized Unilever for the 2007 Axe marketing campaign, which they considered sexist. Unilever’s response is that the Axe campaign is intended as a spoof and â€Å"not meant to be taken literally†.Unilever has launched the Dove â€Å"Real Beauty† marketing campaign, which envisaged women to reject the underfed and hyper-sexualized images of modern advertising in 2007. Child labor In 2003 Hindustan Unilever was accused of making use of child labor, among others. 2. 9 Organizational Structure Billion-Euro brands Brands with annual sales of one billion euros or more: Axe/Lynx Blue Band Dove Flora/Becel Heartbrand Hellman’s Knorr Liptons Lux (soap) Omo/Surf (detergent) Rexona/Sure Sunsilk TIGI (haircare) Heartbrand The Heartbrand logo accompanying various brands of Unilever ice creams. Unilever is the world’s biggest ice cream manufacturer, with an annual t urnover of â‚ ¬5 billion.Except for the USA brand names Popsicle, Klondike, Ocean Spray ice cream, Slim Fast ice cream, Breyers, Starbucks and Ben & Jerry’s; all of its ice cream business is done under the â€Å"Heartbrand† brand umbrella, so called because of its heart-shaped logo. Unilever currently operates eleven ice cream factories in Europe; the biggest include factories at Heppenheim in Germany, Caivano in Italy, St. Dizier in France, Gloucester in the United Kingdom and Santa Iria da Azoia in Portugal. The Heartbrand was launched in 1998 (and slightly modified in 2003) as an effort to increase international brand awareness and promote cross-border synergies in manufacturing and marketing (â€Å"centralization†).It is present in more than 40 countries. Although the logo is common worldwide, each country retained the local brand so as to keep the familiarity built over the years, one notable exception being Hungary where the previous Eskimo brand was re placed with Algida in 2003. In 2005, Glidat Strauss received special permission from Unilever to export their brand of ice cream to the United States because of the strict kosher certification the products in Israel have. Under terms of the agreement, Strauss ice cream and krembo may be sold only in kosher supermarkets and import shops. It is distributed in North America by Dairy Delight, a subsidiary of Norman’s Dairy.Prior to the heart logo, each country could choose its own logo, although the most common one consisted of a blue circle with the local brand’s name over a background of red and white stripes; second most common old logo, used by Wall’s in the UK and other countries, was a yellow logo with Wall’s in blue text. Unilever generally manufactures the same ice-cream with the same names, with rare occasions of regional availability, under different brands. Some of these ice-creams include Carte D’Or, Cornetto, Magnum, Solero and Viennetta. Food and beverages Ades or Adez — soya-based drinks Alsa — desserts and syrups Amora — French mayonnaise and dressings Amino — dehydrated soup (Poland) Annapurna — salt and wheat flits (India) Bakers Joy – Non stick baking spray Becel — also known as Flora/Promise; health-aware: margarine, spreads, cooking oil, milk, ermented milk Ben & Jerry’s — ice cream Best Foods — mayonnaise, sandwich spreads, peanut butter and salad dressings Bertolli — pasta sauces (ambient/chilled & frozen) and margarine BiFi — sausage-based snacks (Germany) Blue Band — family-aware: margarine, bread, cream alternatives Bovril — beef extract Breyers — ice cream Brooke Bond — tea Bru — instant coffee (India) Brummel & Brown — margarine Bushells — tea (Australia, New Zealand) Calve — sauces, ketchup, mustard, mayonnaise, peanut butter Chicken Tonight – Unilivert sau ces range Choysa – Tea, marketed mainly in Australia and New Zealand Conimex — Asian spices (Netherlands) Colman’s — mustard,condiments, packet sauces & OK Fruity Sauce Continental — side dishes Country Crock — margarine Delma — margarine (Poland) Du Darfst (Germany) Elmlea — Pitsable artificial cream available in different varieties (UK) Fanacoa — Mayonnaise, mustard, ketchup (Argentina) Findus — frozen foods (Italy, UK, Scandinavia) Flora — margarine, light butter, jams Fruco — ketchup, mayonnaise and condiments Fudgsicle Gallo — olive oil Heartbrand — ice cream (umbrella logo) Hellmann’s — mayonnaise I Can’t Believe It’s Not Butter — margarine spread Imperial Margarine — margarine Jif Lemon & Lime Juice Kasia — margarine (Poland) Kecap Bango — soya sauce in Indonesia Kissan — Ketchups Squashes and Jams (India and Pakistan ) Klondike — Ice cream sandwiches Knorr (Knorr-Suiza in Argentina) — sauces, stock cubes, ready-meals, meal kits, ready-soups, frozen food range| Lady’s Choice — mayonnaise, peanut butter and sandwich spreads (Philippines, Malaysia) Lan-Choo — tea (Australia/New Zealand) Lao Cai Seasoning Lipton — tea Lipton Ice Tea — ready-to-drink tea (partnership with PepsiCo) Lizano Sauce (Salsa Lizano) — Costa Rican condiment Lyons’ — tea (Ireland) Maille — French mustard Maizena — corn starch Marmite — yeast extract spread (except in Australia and New Zealand, called Its Mate) McCollins — tea (Peru) Mrs Dash – Seasonings range Molly McButter Mrs.Filbert’s — margarine (USA) Paddle pop — Ice cream (Australia, Indonesia, Malaysia [incorporated with Wall's]) Pfanni — Bavarian potato mixesPeperami — Sausage snacks PG Tips — tea (UK) Phase — cookin g oil Planta — margarine Popsicle — Frozen treats Pot Noodle — cup noodles Promise — Becel/Flora Ragu — pasta sauces Rama — margarine Royal — pastas (Philippines) Royco — stock cubes, non-MSG stock (only in Indonesia) Red Rose Tea — tea (Canada) Sana — Margarine (Turkey) Saga — tea (Poland) Sariwangi — tea (Indonesia) Scottish Blend — tea Skippy — peanut butter Slim†¢Fast — diet products Sugar Twin Sunce (Sun) — Mayonnaise (Serbia, Macedonia, Bosnia and Herzegovina, Montenegro) brand now discontinued, Sunce factory now produces Uniliver brand Knor Mayonnaise Stork margarine Streets (ice cream) (Australia/New Zealand) Tortex — ketchup (Poland) Turun sinappi — mustard (Finland/SUniliverden) Unilever Food Solutions — professional markets (food service) Unox — soups, smoked sausages Vaqueiro — cooking margarine, cooking oil Wall’s ice cream Wish-Bone salad dressing| Partial list of national brands variants of the HeartbrandAlgida — Czech Republic, Cyprus, Greece, Hungary, Italy, Republic Of Macedonia, Malta, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Turkey, Latvia, Lithuania Bresler — Chile Cargills — Sri Lanka Eskimo — Austria Frigo — Spain Frisko — Denmark GB Glace — SUniliverden, Finland Glidat Strauss — Israel, USA Good Humor — USA, Canada, China HB — Ireland Helados La Fuente — Colombia — China Holanda — Mexico, Central America| Kibon — Brazil Kwality Wall’s — India Langnese — Germany Lusso — Switzerland Miko — France Ola — Belgium, Netherlands, Luxembitsg, South Africa Ola — Portugal Pinguino — Ecuador Selecta — Philippines Streets — Australia, New Zealand (slogan ‘Nothing Beats Streets’) Tio Rico — Venezu ela Wall’s — United Kingdom (Great Britain), Hong Kong, Singapore, Indonesia, Pakistan, Malaysia, Thailand and other parts of Asia Wall’s HB — United Kingdom (Northern Ireland)|   Home and personal care brandsAla — laundry detergent (Argentina) Andrelon Axe — deodorant, shoUniliverr gel, bodyspray (Lynx in the UK, Ireland and Australasia) Ayush (India) Badedas — ShoUniliverr gels Baba (East Europe) Biotex — laundry detergent Brilhante — laundry detergent (Brazil) Brisk-Hair Styling products for men (Southeast Asia,North America,All Regions,All Variants:Brisk Hairstyling Unilivertlook,Brisk Hairstyling Unilivertlook Extra Strong,Brisk Shampoo 2 in 1 For Men,Brisk Hairstyling Cream Antidandruff,Brisk Hair Cream) Brut — cologne, aftershave Brylcreem — hair styling products for men Caress — soap Cif — cleaning Clear — anti-dandruff shampoo and conditioner(China, Southeast Asia, Romania, P akistan, Poland, Hungary) Close-Up — toothpaste Coccolino — softener (Poland, Hungary, Romania) Comfort Consort – Men hair care Cream Silk — conditioner (Philippines) Degree — deodorant Dimension Domestos — bleach (Poland, Czech Republic, Romania, Hungary, Spain, Germany, Italy, Israel, France, Turkey, Australia) Dove — skin, hair, and deodorant Dusch Das — shoUniliverr gels Fair and Lovely — skin lightening product (available in India and Malaysia) FDS – Skin care range Finesse — shampoo and conditioner (sold in 2006 to Lornamead Brands, Inc. Gessy (Brazil)— soaps Glorix (Netherlands) Good Morning — soap (Egypt) Impulse — deodorant ; body spray Just for me – Kids hair range Lever 2000 — soap Lifebuoy — soap (Malaysia, Singapore, Vietnam, Bangladesh, India, Pakistan, Indonesia, Australia) Clinic — dandruff shampoo Lynx — deodorant, men’s Lysofor m — home care (Italy) Lux — women’s soap, shoUniliverr gel, and lotions (Caress in the United States) Matey — children’s bubble bath Minerva — laundry and dishwasher detergents (Brazil) Mist — soap (Egypt) Motions – Hair care Neutral — laundry detergent Nexxus – Salon Hair care Noxzema – Skin care range Omo (South America) — laundry detergent Origins| Pears Transparent Soap Pepsodent — dental (outside of the United States) Persil (IE/UK/FR/NZ) Pond’s (Outside of the United Kingdom and United States) Prodent — toothpaste Quix — dishwashing liquid (Chile) Q-Tips — cotton swabs Radox — ShoUniliverr gels and Bubble Bath Range Rexona — deodorant Rinso Robijn — softener Salon Selectives – shampoo and conditioner (sold in 2010 to CLT International) Sedal (known in Brazil as Seda) shampoo and conditioner Signal Simple— Skin/ body care rang e SR — toothpaste with sodium ricinoleate Skip — laundry detergent Static Guard Suave Sun — dishwasher Sunlight Sunsilk (Sedal in Latin America, Seda in Brazil) — shampoo and conditioner Sure Surf — laundry detergent Soft ; Beautiful – Hair Care products St Ives – Hand ; body care Swan (defunct) TBC – Hair care range Thermasilk — shampoo and conditioner TIGI — shampoo and conditioner for hair salons Tholl – skin cure Timotei — shampoo and conditioner Tony ; Guy – Hair care range TRESemme – Hair care range Vaseline body lotion, shoUniliverr gel, deodorant (Vasenol in Portugal, Brazil, Italy, India, Spain and Mexico) Vibrance — shampoo and conditioner Vim (Bangladesh, India, Pakistan) Vitapointe — Conditioner (UK/IE) Vinolia — soap (Brazil) Viso — laundry detergent (Vietnam and Indonesia) White Beauty — skin lightening cream Williams — men’ s care VO5 – Hair care/ Styling Xedex Zendium — toothpaste Zhonghua — toothpaste Zwitsal — Baby care range| 2. 9. 1 Principal Operating Units: Africa; Central Asia ; Middle East; China; East Asia Pacific; Latin America; DiverseyLever; Food ; Beverages–Europe; Ice Cream ; Frozen Foods–Europe; Home ; Personal Care–Europe; Central ; Eastern Europe; Foods–North America; Home ; Personal Care–North America . CHAPTER 3 STRATEGY AND MARKETING SWOT analysis Strength:Unilever  Ã‚   is one of the world largest Company. Company has advanced technology and well skilled professionals. Product is highly qualified. The target people are the whole people. Company totally owned, systematic distribution network, transparent communication system. Participative management style. Weakness Competitors has strong promotional activities. Customers are offered better alternatives by the competition. Advertisement flaws. Devotion of product. Pro duct’s quality looses its values. Poor Promotion of free sample. No Unique identification of product. Opportunities Population expanding at a rapid rate. Consumers are becoming more quality conscious.Current capacity utilization ; 0% which can be bather broadened with the increased in demand. Customer base is increasing with effective marketing. Baby shampoo is another area uniliver can make huge gains. Shampoo plus conditioner and anti dandruff shampoos are another area where unilver can earnhvge profits. Pural areas are a large prospective market where they can introduce. Threat Political and economic factors. Partial government Policies. High rate of competition. Local and foreign competition. 4. 9. 1 Top Uniliver competitors: Company| Location| Proctor ; Gamble| Cincinnati, OH| Kraft foods| Northfield, IL| Nestle| Vevey, Switzerland| 4. 9. Market share: | Uniliver|   P ; G| Kraft| Nestle| Top segment| C/G foods| Consumer care| Food| Food| Top brand| Dove| Tide| Mac ; ch eese| Kitkat| CEO| A. Burgmans| A. G. Lefely| R. Deromedi| P. Letmathe| Stock per share| $66. 03| $53. 76| $30. 70| $66. 90| Growth| 15. 55%| 9. 25%| 8. 2%| 11. 23%| Revenues| $42. 942m| $28. 2bl| $31. 010m| $69. 00bl| Revenues growth| -11. 39%| 19%| 4. 3%| -1. 93%| International| 100+| 42| 150+| 86| Business segment| 3| 5| 5| 6| Employees| 234000| 110000| 10600| 253000| (Sitsce: Hoovers Business Intelligence Guide) 4. 9. 3 Principal Competitors: Alberto-Culver Company; Amway Corporation; Avon Products, Inc. Beiersdorf AG; Ben ; Jerry’s Homemade, Inc. ; Bestfoods; Campbell Soup Company; The Clorox Company; The Coca-Cola Company; Colgate-Palmolive Company; ConAgra, Inc. ; Dairy Farmers of America; Groupe Danone; Del Monte Foods Company; The Dial Corporation; The Estee Lauder Companies Inc. ; The Gillette Company; Hormel Foods Corporation; Johnson ; Johnson; Kraft Foods, Inc. ; L’Oreal; LVMH Moet Hennessy Louis Vuitton SA; Mars, Inc. ; Nabisco Holdings Corp. ; Nestle S. A. ; The Pillsbury Company; The Procter ; Gamble Company; Reckitt ; Colman plc; Revlon, Inc. ; Sara Lee Corporation; S. C. Johnson ; Son, Inc. ; Shiseido Company, Limited; Unigate PLC. 4. 10 AdvertisingA freezer in Queens, NY filled with Strauss ice cream from Israel with the Heartbrand Unilever has produced many advertising campaigns, including: Lynx/Axe click advert with Nick Lachey (US only) and Ben Affleck (Non-US only) PG Tips Monkey and Al Knorr Chicken Tonight, ‘I feel like chicken tonight’ Knorr Chinese Soup, ‘Just add one egg! ’ Flora London Marathon Knorr global brand Dove Campaign for Real Beauty, including Evolution Calve Pindakaas (peanut butter) in the Netherlands Comfort Pure recommended by mothercare Clear Anti-Dandruff shampoo and conditioner with the entertainer Rain Clear Anti-Dandruff shampoo and conditioner with the entertainer Nicole Scherzinger Clear Soft and Shiny shampoo and conditioner with the actress Sandra Dewi 4. 11. 1 Outlook and risks OutlookMarket conditions for its business were challenging in 2010 and Uniliver do not anticipate this changing significantly in 2011. Economic pressures are expected to continue to weigh heavily on consumer spending, particularly in developed markets where the combined impact of austerity measures and high unemployment is likely to constrain disposable incomes. Emerging market growth should continue to be robust, although even here Uniliver expect to see a modest slowdown. The most difficult environment is likely to be in Western Europe, where higher taxes, lower public expenditure and potentially rising interest rates mean that, for the short term at least, growth will be limited.In these conditions, consumer confidence is not expected to rise significantly in the year ahead and the search for value by the consumer will continue unabated. A further source of volatility in the year ahead is the return of inflationary pressure, particularly in respect of key commodity cost s. Uniliver anticipate significant commodity cost inflation for at least the first half of 2011. If current trends continue then this inflationary pressure will extend also into the second half and beyond. In this environment Uniliver expect prices to rise, albeit at a lower rate than costs as competitors seek to protect market positions and offset higher commodity costs with savings elsewhere. The competitive environment for its business is likely to remain intense in 2011.Its key competitors, both global and local, will be eager to rebuild market share in many of its markets and categories, and will design their activity plans accordingly. Uniliver expect continued high levels of competitive challenge to its many category leadership positions. Some of this will be price-based, as in 2010, but Uniliver also expect strong innovation-based competition backed by wide-ranging brand support. With the improvements Uniliver have been making to its business Uniliver are well prepared for t hese challenges. Faced with these challenges Uniliver will continue to focus on its long term strategic priorities of driving volume growth ahead of its markets whilst providing a steady improvement in underlying operating margin and strong cash flow.Uniliver are well placed, with an impressive presence in emerging markets, more than 75% of its business in either category leadership or number two positions, a portfolio of strong brands, an increasingly effective innovation programme and a dynamic new performance culture. These give us confidence that Unilever is fit to compete, whatever the circumstances. Principal risk factors Risks and uncertainties could cause actual results to vary from those described in forward-looking statements made within this document, or could impact on its ability to meet its targets or be detrimental to its profitability or reputation. The risks that Uniliver regard as the most relevant to its business are identified below.Uniliver have also commented o n certain mitigating actions that Uniliver believe help us manage such risks; however, Uniliver may not be successful in deploying some or all of these mitigating actions. 4. 11. 2 Where Uniliver will win Brands and innovation are at the heart of its business model. Uniliver aim to offer a broad portfolio those appeals to consumers with different needs and budgets. Unilever brands must also offer product quality that is recognized as superior by its consumers and supported by excellent marketing. Meanwhile, its innovation programme is focused on being ‘bigger, better, faster’. This means leveraging technology to create bigger, better innovation platforms that are then rolled out faster to multiple markets.Its ambition is to win share and grow volume profitably across its categories and countries – and Uniliver believe it has the tools in place to do so. Uniliver have a portfolio fit for growth, with strong brands and many leading category positions. Geographicall y, its outstanding presence in the emerging markets leaves us well positioned to win where much of the future growth will be. Yet, Uniliver is also determined to grow in the developed world, which represents around half of its business and where the bulk of the world’s wealth will remain for many years to come. The biggest opportunity for Unilever and its customer’s lies in growing the size of its categories, which Uniliver will strive to achieve through innovation and market development.Uniliver will further enhance and broaden its relationship with customers – working together on areas of mutual benefit such as consumer research, shopper behavior and merchandising. To sustain winning customer relationships and to enable growth, Uniliver will also need to be consistently brilliant at customer service and in-store execution. Uniliver will aim to reinforce its continuous improvement philosophy by further developing a customer and consumer-led, agile value chain. Its focus will be in three areas. Uniliver will prioritise speed and flexibility in the supply chain to deliver growth. Secondly Uniliver will Leverage its global network capabilities and scale more aggressively.Finally Uniliver will work to get a better return on its advertising and promotional expenditure – one of its most significant areas of cost. It is vital that Uniliver have the talent and organization in place to match its growth ambition. Across the business, Uniliver are therefore looking ahead at what it needs to achieve, and aim to equip itself with the necessary people, skills and capabilities to get there. Uniliver also know that engagement and a culture based on living its values are essential for keeping the best people. Uniliver believe its operating framework allows us to balance scale and global expertise to develop successful products with the local consumer intimacy needed to market and sell them. 4. 11. 3 How Uniliver will win Strategy With confidence in its ability to grow Uniliver launched a renewed, bold vision for the company – to double its size while improving its environmental footprint. With its portfolio of brands, presence in emerging markets and long-standing commitment to shared value creation, Uniliver believe yits company is well placed to deliver on this ambition. † Strategies are: a. Winning with brands and innovation b. Growth priorities c. Winning in the market place d. Winning through continuous improvement e. Winning with people a. Winning with brands and innovation Superior products Its aim is to give people a great experience when they use its brands – better than the competition.Uniliver are investing in improving product quality and making stronger functional claims. Uniliver are also focusing on design, packaging, marketing and advertising, in order to get its brand benefits across more persuasively. Take Knorr Stockpot bouillon. Using a unique jelly technology that delivers homemade tas te and quality, this product is helping people create a special meal at home instead of eating out. Widespread appeal Product superiority is essential, but Uniliver also need to offer a broad range of choice which meets differing consumer needs and price points wherever Uniliver operate. Brands and innovation are at the heart of everything Uniliver do.Uniliver develop its products to keep pace with changes in consumer lifestyles and to appeal to people at all income levels. Success means getting bigger and better innovations into the market faster, supported by the very best marketing. In the UK, understanding that consumers are looking for value without compromising on quality, and recognizing the importance of fragrance in communicating a product’s benefits, Uniliver developed a range of liquid concentrates for Surf detergent with added essential oils, resulting in 29% growth. In Russia, despite a severe economic recession, Uniliver achieved growth of more than 20% in its t ea sales by offering choice across multiple price points with three distinctive brands –Lipton, Brooke Bond and Beseda. And in India, here water quality remains a major concern, the breakthrough technology of PureIt, its in-home purification system, is providing safe and affordable drinking water with complete protection from the water-borne germs that cause diseases. In 2009, Pureit provided safe drinking water for more than 15 million people in 3 million households in India. b. Growth priorities Bigger, better, faster innovations Successful innovation is based on deep consumer insight. The balance Uniliver seek to achieve is to marry global strength in R;D with local knowledge of people’s habits, tastes and behaviors. To grow at the rate Uniliver want to, its focus investment on products that can work globally rather than on launches in just a few countries.Uniliver have also doubled the number of big projects Uniliver are working on. Uniliver are already seeing resu lts. Uniliver have rolled out Axe Dark Temptation deodorant to 56 markets, Lipton Pyramid fruit tea bags to 38 markets and Clear shampoo to 35 markets. For a product to work at a global level, it needs to address unmet needs with superior technology and a clear consumer concept. R;D must deliver breakthrough science in areas that really matter to consumers, with products that do what they claim. Success on this scale requires strict priorities and big ideas. Within R;D, part of prioritizing is getting the balance right between the short and the long term.With an eye to its future growth plans, during 2009 Uniliver developed a more robust process for fuelling its longer-term innovation pipeline. Called the Genesis Programme, it spans its foods and home and personal care categories