The uniliver sustainable planning

RUNNING HEAD: THE UNILIVER SUSTAINABLE PLANNING
Title: Analysis of Unilever’s Sustainable Living Plan
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Author’s Note:

1THE UNILIVER SUSTAINABLE PLANNING
Table of Contents
Introduction:....................................................................................................................................2
Unilever as a transnational company:..............................................................................................2
Problem areas in the context of the Transnational Marketing:........................................................3
Unilever Turned towards Sustainability:.........................................................................................4
The Sustainable Living Plan Analysis:............................................................................................6
1. Implementation of the sustainable brands:..............................................................................6
2. Building External Partnership supporting USLP.....................................................................8
3. Innovative Marketing Strategies:.............................................................................................9
4. Product Development in Market:...........................................................................................10
Recommendation:..........................................................................................................................10
Conclusion:....................................................................................................................................11

2THE UNILIVER SUSTAINABLE PLANNING
Introduction:
Uniliver is one of the leading multi-national co-operations that is the owner of various
consumer product brands in a variety of sectors like cleaning, beverages, food or personal care
products (Jones, G. and Miskell, P., 2005). Like any other company with a considerable amount
of strength, Uniliver also has the capacity to explore their market area and have a well chalked
out sustainable policy. The company, moreover, is supported by some key global brand that gave
it the courage of entering into the foreign markets. According to page 528 of the given case study
Paul Polman, the then newly appointed CEO of the company inherited the company while it was
going through a long term decline. He decided to change the prevelant strategies of the business
and introduced the Uniliver Sustainable Living Plan that was actually a mission for the company
to attain the core sustainability goals (Jansen, K., 2018). The present report will deal with the
analysis of this sustainability plan and the effectiveness of the same. The report will take into
account the context of the implementation of the strategy and at the end it will also recommend
few alternatives for the better sustainability for the company.
Unilever as a transnational company:
` The international marketing strategy followed by Unilever is global and transnational.
The undertaking of such strategies allows the company to combine the efficiency of the global
scale with the benefits of the responsiveness of the local. Various products of the company are
standardized and can be recognized as the product of Uniliver in any country(Carroll, W.K. and
Fennema, M., 2004). The brands of this company are globally used. However, keeping in
consideration the various preferences and needs of the various locations, Uniliver serves to its

3THE UNILIVER SUSTAINABLE PLANNING
target customer in a better manner by modifying those products accordingly. For example, the
Dove shampoo is a reputed product of the company all over the world. In different locations, the
product image and logo is kept the same but the company changes the ingredient in the shampoo
that will fit better to the local preferences. For example, in the tropical countries with more hot
and humid weather, the ingredients of the shampoo are made oil free to avoid the greasiness.
Another most innovative consideration with regard to the local preferences is the variation in the
Knor products. The Knor offers various recipes and sauces in various locations according to the
taste of the land. For example, in Vietnam the mixes are popularly the fish soup or stir fry sauces
while in America, the most circulated ones are the pasta or the gravy sauces.
Problem areas in the context of the Transnational Marketing:
PESTEL analysis of the Company:
1. Political
a. the company is a part of the UN after the 2015 development agenda. Hence, the company has
to focus on the sustainable and eco friendly policies for the protection of the brand image, which
has been stated in page 523 the case study of the sustainable living plan of Uniliver. .
b. the company can face the risks in the foreign exchange. The unfavourable currency movement
due to the political turmoil can affect the business.
c. the employment situation depends largely on the political system that can affect the busineszs
of Unilever.
2. Economical: