Supply Chain Strategy & Processes for Unilever's Personal and Beauty Products Group

This report discusses Unilever's supply chain strategy for personal and beauty products, including cost management and global supply chain. It identifies supply chain members and compares costs with competitors. Unilever's operational objective of cost is analyzed, and the report includes a description of the company's marketing strategies. Course code and college/university not mentioned.

SUPPLY CHAIN
STRATEGY & PROCESSES

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Unilever and its personal and beauty products group..................................................................3
Operations performance objective as cost...................................................................................7
Describing the global supply chain of Unilever Company and identifying its supply chain
members.......................................................................................................................................8
Critically analyse costs of Unilever and compare it with one of its competitors:....................10
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
Unilever Full Year Results 2021, 2022 available through <https://www.unilever.com/news/press-
and-media/press-releases/2022/unilever-full-year-results-2021/>................................................16

INTRODUCTION
Supply chain is a process which is use by organization to transfers goods and services to
the end users. Supply chain managements includes flow of products and information between the
supply chain level to improve profitability. Its planning helps organization to match demand of
customer with products supply. Unilever is a company deal in consumers goods industry.
Company offers personal care, health, beauty products, packaged food and many more.
Company trust in positive beauty, for the planet and people. Unilever believe in culture of
performance. This organization is the biggest leading in consumer goods, producing and selling
all over 400+ brands in many countries.
This report includes one product group that is personal and beauty products of Unilever,
and one of the operational performance objective such as cost. This report also highlights the
concept of supply chain management and members like suppliers and intermediaries. And
critically analyse the operational objective (cost) with comparison to its competitors.
MAIN BODY
Unilever and its personal and beauty products group
Unilever is a multinational company, headquartered located in London, UK. They trade
in consumers goods. Company cover different brands with great turnover . They follow values
like responsibilities, integrity, pioneering and respect. Focus is on quality improvement.
Company offer food and refreshment, home care, personal and beauty care products. Unilever
provides benefits to employees like insurance, holidays, professional support, financial and
retirement plan, health care, perks, work from h Critically analyse costs of Unilever and compare
it with one of its competitors:
Unilever held vast market of beauty and personal care products as it is formed in 1929 as
a soap maker company. It has some strategies, one of the most efficient strategy is Unilever's BL
(Business level) Strategies helps an organization to achieve its goal at every level, mainly it
keeps focus on satisfying the customer needs and what customer prefer to and how that product
should be as in quality over price which add value to the customer's living standard at a low cost
basis (Alshamsi and Al Kahlout, 2022). Sticking with low cost how to improve the services and
quality of the individual product. This market is fully customer oriented market so what
customer makes demand for; company should provide to them otherwise their will be no name

and fame of the company in market. Ultimately company should provide ultimate satisfaction to
the customer by keeping cost low and with good product.
There are some models which helps to minimize the cost are :
 Rivalry
 Customers
 Suppliers
 entrants
 Substitutes
Advertising and marketing:
Making the product is different thing but bringing to the market to the buyer is another
level of task which marketing team does. Entering the market with the new launches; needs
investment to make it happen, that is known as marketing cost.
As company adopt cost leadership style in which there will be increase in chances of
competitiveness as lowering the certain price or by putting the lowest price possible (Dimyati
and et.al., 2021). Achieving target sales by lowering cost makes company more profitable rather
than keep product price high. Company has already achieved the level of trust among the
customers. For the companies like Unilever doesn't need much cost to launch the new product to
the market but general cost putting like marketing cost, delivering cost, storing cost have to pay.
Keeping current scenario in the view price of certain products are had taken hike like of
dove and lux soap, ponds talcum powder and many more has hiked in price. Company has to
take multiple rounds to make the price hike of the product remembering the cost of crude oil
increasing, inflation is pressuring the companies. There are certain products in which company
use the natural items like vegetable oil in the products for skin cleansing and hair care (Reza,
2020).
 It is great new for Unilever that even there was pandemic the sale was towards growth of
4.5%.
 It was the fastest growth in nine years 4.5%, having 2.9% as a price and 1.6
% as the volume of the product.
 Even there was negative impact in the country because of Covid-19 its total turnover
increased up-to 3.4% (Unilever Full Year Results 2021, 2022)

Main motive of the company is that, it already achieved the target of the sustainable
living of the common people as it is one of the largest company who launches products of beauty
and personal care to the market (Shaikat, 2020). In the initial period when products like plant
based, nutrition based are launched, the cost of operation, cost of making, cost of marketing, and
delivering cost was very high.
Cost management:
Cost management program are made to understand the market and to decision-making.
Different types of product determines the cost calculation and reporting of the costs. Cost orders
depend on the individual customer orders. There are different advantages of analysing and
making reports as getting direct and indirect costs, actual cost that occurs at the time of making
and full costing based. It is necessary for the company like Unilever as it launches new products
and calculation of cost of the new products helps company makes right decision if it makes
some wrong decision. Adding cost control is most crucial thing to the company. Making budgets
of different products. This company runs many small companies so taking care of all the things
from outside is difficult and waste of time as it can be managed but taking care of small things is
important like with budgeting.
From bringing new product to the market till that product reach to the final consumer
costing Innovation of the company is around 800 million euro (Annual Report and Accounts,
2020 ). Part of sales Unilever uses various platform to make brand bigger than it was, its motive
is to make product available to every customer, every street, every house (Tien, 2019). Unilever
is one of the largest advertiser in the world as it spends on various places like social media
advertising, connecting digitally with the customer.
Each year company buys raw material which cost around 19 billion euros to make
product more relevant and can carried out properly ( Annual Report and Accounts, 2020). It is
well-known that controlling every cost is not possible, rise in price of the product rapidly
dependent on the cost structure of the company. In the price of product of beauty and self care
here are hike in price of Lux 100 gm soap. Unilever has more employee satisfaction as well as
customer satisfaction more even after keeping control over the various cost that are removed. But
consequently companies share price in soap and skincare decreased from 49.6 percent and 53.1
percent in December 2008, discretely to 48.2 percent and 52 percent in march. Well-known
product lifebuoy soap of 115 gm to 120 gm, but there was no change in price. The business

generated profit of 9.4 billion euros and free cash flow of 7.7 billion euros, there is an increase of
1.5 billion euros. As after Covid-19 pandemic people are taking care of hygiene, at that point of
time lifebuoy brand grew over 50 percent. (Strong full-year results demonstrate Unilever’s
resilience and agility, 2022).
It has underlying growth ahead the market sales. At that time company had increased its
investment on digital platform as in E-commerce. Unilever has saved around $1 billion or
roughly 8 percent of annual turnover over past two years.
Now here going to compare two famous beauty and skin care brands Unilever and Zara
Beauty. Founders of Unilever are Nils Andersen (Chairperson) Alan Jope (CEO) Graeme
Pitkethly (CFO) and Amancio Ortega Rosalía Mera was the founder of Boots. Revenue of
unilever is 52,444 million euros in 2021 and Revenue of Zara beauty is 3.2 billion euros.
Product comparison of the lipstick in Zara is around 10 euros and in Unilever is around 8
euros. There is price difference between both the company as Unilever is least popular than Zara.
As Zara brought up very quality based product in certain price range which is might more that
Unilever. Difference is Zara promote in different ways that customer get attracted towards them
and major role in the sale is costing of marketing in which Zara wins the race same goes with
other products like foundation, creams etc.
Comparison of Unilever and Zara : -
 Unilever was founded in 1929 and Zara was founded In 1975
 Targeted audience of Unilever is middle class whether Zara has targeted audience Middle
class as well as upper middle class.
 Number of employees in Unilever 1,49,000 (2022) and Zara 75,000 employees.
 Difference in the price of Face foundation of Unilever and Zara is around 4 Euros and
here also Zara is expensive than Unilever they do marketing as it stays for 24 hours and it
is waterproof.
 Zara is beauty based company so it has more product collection than Unilever.
There are 2259 Zara stores in 96 countries of Zara and Unilever don't have their own stores but it
is spread in 63 countries across the world.ome facility etc. so, employees are motivated and work
in proper manner. (Humphries-Kil., 2019)Company vision is to create sustainable living
common place, and mission is to add spirit to life. Organization focus on matching every day
needs like nutrition, personal care and hygiene.

Personal and beauty care it is a field that mark the health and looks of individuals nails,
skin and hairs. There most selling product is beauty and personal care, product group helps
company to leads with global players, this segment generates great revenues in last year. Target
customers are younger as well as all old generation specially girls, women's etc. for beauty
products and skin care products like face wash, body lotion etc. is used by every individual, so
they have great demand in this product group (Golubkina., 2019). Core target market is women
25 to 54 years old. Major strengths of company is great brand portfolio, industry leader, wide
network and global presence. Company have opportunities in B2B platform, emerging market
and strong relationship with customers. Unilever well-connected with local and global
organization. Company marketing strategies is make a brand with a purpose so every individual
know, and make famous worldwide. Organization use advertisement for promoting products on
online media and television. Company also use new model of marketing like data driven, digital
marketing, they hire youth influencer to create awareness and market are products, through
social media etc. all products are available in offline stores as well as on e-commerce platforms
so, it easy to reach and grab the market.
Operations performance objective as cost
Operational objective keep to be measurable and specific, so it helps company to achieve
its objective and goals. Performance objective is a particular end result which contributes in the
success of the organization. Cost performance objective is focus on decrease in indirect and
direct costs, so company is able to offer products at reasonable or lower price to the customers.
People purchasing is also depended on price of the product for example if an individual need a
product and have many options than they take the lower price product because its human nature
for the same product why they pay higher excluding loyal customer to the brand. Price of the
products is depended on cost of the product, if cost is low then price is also low (price is equal to
cost + margin) (Blocher, and et.al., 2019). Cost is an important element to compete in the market.
The lower cost of operations, the lower price can be offered to customers. To make high quality
with low cost is difficult but needed to survive in the market. Company can decrease the amount
of raw material , by taking in bulk which is used in further production process. Unilever provide
high quality in low price. By increase in volume of production, proper utilization of capacity of
machine and resources helps in producing product at low cost. Company use market- oriented

pricing that is use of competitor price to determine the best price of the products. Some time
organization use premium pricing that is higher than the competitor for providing premium
quality product of the brand. Unilever cover low to high prices with good quality. Some time
organization is use bundle pricing that is offer products in bundle like buy one get one, or at
good discounting prices for attract and target customers. If cost is lower than price is low so
company offer at low price with good margin from the competitor.
Describing the global supply chain of Unilever Company and identifying its supply chain
members
Supply chain management is the process where a company transport their goods an d
products to the potential consumers from which they can be able to get the appropriate results
and outcome. In another terms, it simply understand as a flow of goods and services to the public
and consumers from where the particular company can be able to achieve their set goals and
targets in efficient manner (Prado Perez, 2020). The company Unilever is a multinational
organisation who deals in variety of products and services such as food and beverages, beauty
products, personal care, medications, mineral and supplements and such more. In this report, the
Unilever Company mainly has to focus on their beauty care products where they can upgrade
and level up their supply chain management in appropriate manner and can obtain the higher
productivity and results. Supply chain management is the important process where it includes the
step by step procedure where the raw materials, packaging, manufacturing, distributing the
products to the retailers and finally delivering to the customers which fulfil the needs of the
consumers effectively. The Unilever Company has a wide range of beauty products where they
have effective logistics and supply chain management which provides them effective results and
outcome which increases the productivity of the company at higher level. Accordingly, here
explaining the supply chain management of the Unilever company beauty care products in the
detailed manner (Ker, Sen and Rajendran, 2019).
Upstream
The term upstream in supply chain generally refers as a specific part of the supply chain system
which describes the relationship between the company and its raw material suppliers where it is
important to be have a good relation among the packaging suppliers.
Raw material supplier: The Raw material supplier is an important person where the company
have the good relationship with the supplier as it benefits them in the beneficial manner. The

company has the worldwide network of the partners across 190 countries where the company
operates and sold their beauty products. The company believes in using the raw materials which
can provide the healthy and safe products to the consumers as in the manufacturing of the beauty
products the company utilises the natural materials like organic materials, essential oils and
vitamins which are beneficial and safe for the skin of the people (Zhu, Sarkis and Lai, 2019).
Using the raw materials and having the great supply chain management delivers the effective
results to the company and provides the consumer to use their beauty cosmetics in wider manner.
To achieve the definite growth and development of the particular products the company has to
take the decisions from which they can easily attract the consumers by their effective supply
chain management which includes the raw materials usage for the production of the beauty
cosmetics.
Packaging supplier: Packaging is one the important part of product by which customer’s
recognition Unilever products. It helps in protects products from any damages, easy to
communicate with public, attractiveness, sustainability, and effective distribution. Packaging
supplier pack the products then products are ready for sales (Shen, and et.al., 2019). Unilever
focus on limited or reduce the plastic packaging. In their 'less plastic' use project they include
small packs which easily diluted in water and recycle process. They try packaging in paperboard
boxes, chipboard packaging and paper bags etc. launched innovation to decrease the use of
plastic. Packaging supplier play an important role in an organization.
Manufacturing: They are the maker of products or services. Manufacturing is a process that
facilitates the transformation of raw material into the final products. The company produce
personal and beauty products with good quality so customers trust them because these products
is use directly on skin if they make in bad quality then they company face many problems than it
give bad impact on brand of the organization (Popovic, and et.al., 2018). Manufacturing is
related to production, it includes good quality raw material, testing of product and distribution.
To reduce cost manager should focus on minimizing the waste, proper utilization of resources
and proper management. Worker should have done their work in effective and efficient way so,
it improves the quality of products.
Downstream
On another side, the downstream refers as operations which involve the movement of finishing
the products from a business retain organisation to the potential consumers which fulfil the needs

and requirements of the consumers by having the definite area of distribution and delivery
services (Vasilev, and et.al., 2019).
Distributor: They are also known as wholesalers. Their role is they take products in bulk from
company and deliver to the customer directly or through retailer. They are basically sold other
business products into market. In additional distributor are also performed activities like product
promotion, awareness, inventory management, customer support, warehouse operation and give
post sales facility. Distributor can be organization that is use as outsourcing, they fill the gab
between the producer and customers. They regularly track customers wants and need and match
them with producers product. The basic function of distributor are selling of products, provide
customer services, marketing research to know the demand, promotion of the products etc.
Retailer: Retailer is a person who sell products in small quantity, they easily track the need and
what customer actually want is match to the products or not. They also provide discounts to local
public to grab the attention. They provides products to general public to meet the demand. They
use combination of offer to attract customer, so they easily purchase. The main function of
retailer is buying and selling of goods. They also maintain stock to meet demand. They are the
convenience stores for customers, they easily buy products from them even retailer change the
mindset of the customer’s to purchase a particular product. Customer have faith on these retailer.
Customer: They are the individual who actually use and buy the product and services. They play
an important role in organization as they drive revenues. They are the last in the supply chain.
Customers are the end user, who actually use the products of the organisation. They purchase
good quality products and at low and reasonable price. For the beauty care product Unilever have
target customers between the age of 25 to 55 and for food or other products they target all age
group. Unilever provide good quality so it attracts customers and have all price range (that is
high to low). To retain customers company should focus on customers feedback and improve
that.
So, raw material supplier, packaging supplier, manufacturing, distributors, retailer and customers
are needed in supply chain.
Critically analyse costs of Unilever and compare it with one of its competitors:
Unilever held vast market of beauty and personal care products as it is formed in 1929 as
a soap maker company. It has some strategies, one of the most efficient strategy is Unilever's BL

(Business level) Strategies helps an organization to achieve its goal at every level, mainly it
keeps focus on satisfying the customer needs and what customer prefer to and how that product
should be as in quality over price which add value to the customer's living standard at a low cost
basis (Alshamsi and Al Kahlout, 2022). Sticking with low cost how to improve the services and
quality of the individual product. This market is fully customer oriented market so what
customer makes demand for; company should provide to them otherwise their will be no name
and fame of the company in market. Ultimately company should provide ultimate satisfaction to
the customer by keeping cost low and with good product.
There are some models which helps to minimize the cost are :
 Rivalry
 Customers
 Suppliers
 entrants
 Substitutes
Advertising and marketing:
Making the product is different thing but bringing to the market to the buyer is another
level of task which marketing team does. Entering the market with the new launches; needs
investment to make it happen, that is known as marketing cost.
As company adopt cost leadership style in which there will be increase in chances of
competitiveness as lowering the certain price or by putting the lowest price possible (Dimyati
and et.al., 2021). Achieving target sales by lowering cost makes company more profitable rather
than keep product price high. Company has already achieved the level of trust among the
customers. For the companies like Unilever doesn't need much cost to launch the new product to
the market but general cost putting like marketing cost, delivering cost, storing cost have to pay.
Keeping current scenario in the view price of certain products are had taken hike like of
dove and lux soap, ponds talcum powder and many more has hiked in price. Company has to
take multiple rounds to make the price hike of the product remembering the cost of crude oil
increasing, inflation is pressuring the companies. There are certain products in which company
use the natural items like vegetable oil in the products for skin cleansing and hair care (Reza,
2020).

 It is great new for Unilever that even there was pandemic the sale was towards growth of
4.5%.
 It was the fastest growth in nine years 4.5%, having 2.9% as a price and 1.6
% as the volume of the product.
 Even there was negative impact in the country because of Covid-19 its total turnover
increased up-to 3.4% (Unilever Full Year Results 2021, 2022)
Main motive of the company is that, it already achieved the target of the sustainable
living of the common people as it is one of the largest company who launches products of beauty
and personal care to the market (Shaikat, 2020). In the initial period when products like plant
based, nutrition based are launched, the cost of operation, cost of making, cost of marketing, and
delivering cost was very high.
Cost management:
Cost management program are made to understand the market and to decision-making.
Different types of product determines the cost calculation and reporting of the costs. Cost orders
depend on the individual customer orders. There are different advantages of analysing and
making reports as getting direct and indirect costs, actual cost that occurs at the time of making
and full costing based. It is necessary for the company like Unilever as it launches new products
and calculation of cost of the new products helps company makes right decision if it makes
some wrong decision. Adding cost control is most crucial thing to the company. Making budgets
of different products. This company runs many small companies so taking care of all the things
from outside is difficult and waste of time as it can be managed but taking care of small things is
important like with budgeting.
From bringing new product to the market till that product reach to the final consumer
costing Innovation of the company is around 800 million euro (Annual Report and Accounts,
2020 ). Part of sales Unilever uses various platform to make brand bigger than it was, its motive
is to make product available to every customer, every street, every house (Tien, 2019). Unilever
is one of the largest advertiser in the world as it spends on various places like social media
advertising, connecting digitally with the customer.
Each year company buys raw material which cost around 19 billion euros to make
product more relevant and can carried out properly ( Annual Report and Accounts, 2020). It is
well-known that controlling every cost is not possible, rise in price of the product rapidly

dependent on the cost structure of the company. In the price of product of beauty and self care
here are hike in price of Lux 100 gm soap. Unilever has more employee satisfaction as well as
customer satisfaction more even after keeping control over the various cost that are removed. But
consequently companies share price in soap and skincare decreased from 49.6 percent and 53.1
percent in December 2008, discretely to 48.2 percent and 52 percent in march. Well-known
product lifebuoy soap of 115 gm to 120 gm, but there was no change in price. The business
generated profit of 9.4 billion euros and free cash flow of 7.7 billion euros, there is an increase of
1.5 billion euros. As after Covid-19 pandemic people are taking care of hygiene, at that point of
time lifebuoy brand grew over 50 percent. (Strong full-year results demonstrate Unilever’s
resilience and agility, 2022).
It has underlying growth ahead the market sales. At that time company had increased its
investment on digital platform as in E-commerce. Unilever has saved around $1 billion or
roughly 8 percent of annual turnover over past two years.
Now here going to compare two famous beauty and skin care brands Unilever and Zara
Beauty. Founders of Unilever are Nils Andersen (Chairperson) Alan Jope (CEO) Graeme
Pitkethly (CFO) and Amancio Ortega Rosalía Mera was the founder of Boots. Revenue of
unilever is 52,444 million euros in 2021 and Revenue of Zara beauty is 3.2 billion euros.
Product comparison of the lipstick in Zara is around 10 euros and in Unilever is around 8
euros. There is price difference between both the company as Unilever is least popular than Zara.
As Zara brought up very quality based product in certain price range which is might more that
Unilever. Difference is Zara promote in different ways that customer get attracted towards them
and major role in the sale is costing of marketing in which Zara wins the race same goes with
other products like foundation, creams etc.
Comparison of Unilever and Zara : -
 Unilever was founded in 1929 and Zara was founded In 1975
 Targeted audience of Unilever is middle class whether Zara has targeted audience Middle
class as well as upper middle class.
 Number of employees in Unilever 1,49,000 (2022) and Zara 75,000 employees.
 Difference in the price of Face foundation of Unilever and Zara is around 4 Euros and
here also Zara is expensive than Unilever they do marketing as it stays for 24 hours and it
is waterproof.

 Zara is beauty based company so it has more product collection than Unilever. There are 2259 Zara stores in 96 countries of Zara and Unilever don't have their own
stores but it is spread in 63 countries across the world.
CONCLUSION
This report highlights the supply chain management and strategy. And also includes,
above the Unilever company with one product group that is beauty products, concept of
operations performance objectives, these report include cost as performance objective. Beauty
products segment have generated great revenue for the company. This product group target a
middle age group, food and other products target all age group. Unilever produce high quality
products with low cost, also have low to high range. Unilever cost and pricing strategies to
attract customer. They use print media, digital marketing and many more platform to promote
products and distributors, retailer also help in creating awareness and product promotion. Report
includes global supply chain and upstream members such as raw material supplier, packaging
supplier, manufacturing and downstream members such as distributor, retailer and customer.
This report also illustrate critically analysis of cost as performance objective with other
competitors.

REFERENCES
Books and Journals
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Dimyati and et.al., 2021. THE EFFECT OF LIQUIDITY RATIO AND PROFITABILITY
RATIO ON FINANCIAL PERFORMANCE AT UNILEVER INDONESIA COMPANY. E-
PROCEEDING STIE MANDALA. pp.140-144.
Golubkina, V., 2019. Ratio of direct and indirect distribution in the global FMCG sector by the
example of beauty care products of Henkel, L'Oréal and Unilever in Russia and Brazil.
Humphries-Kil, M., 2019. Unilever and Leadership: Gender, Race, and Classification in
Corporate Globalisation. SAGE Publications: SAGE Business Cases Originals.
Ker, W., Sen, Y.K. and Rajendran, S.D., 2019. A study on the benefits of eco-friendly packaging
on sustainable supply chain management in fast moving consumer goods industry. In E3S Web
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Popovic, and et.al., 2018. Quantitative indicators for social sustainability assessment of supply
chains. Journal of cleaner production. 180. pp.748-768.
Prado Perez, S., 2020. Sustainability Discourse in the Fast-Moving Consumer Goods Sector–A
comparison between Procter & Gamble and Unilever.
Reza, M.H., 2020. Marketing Strategy and Sustainable Plan of Unilever.
Shaikat, M.D., 2020. A case study on the financial outlook of Unilever in terms of stock
valuation.
Shen, and et.al., 2019. Simplicity is beauty: Pricing coordination in two-product supply chains
with simplest contracts under voluntary compliance. International Journal of Production
Research. 57(9). pp.2769-2787.
Tien, N.H., 2019. Comparative Analysis of Multidomestic Strategy of P&G and Unilever
Corporation. International Journal of Foreign Trade and International Business. 1(1). pp.5-8.
Vasilev, and et.al., 2019. Some Approaches for Sharing Logistics Information from
Manufacturing Enterprises with Downstream Supply Chain Partners. Serdica Journal of
Computing, 13(3-4). pp.97-106.
Zekhnini, and et.al., 2020. Supply chain management 4.0: a literature review and research
framework. Benchmarking: An International Journal.
Zhu, Q., Sarkis, J. and Lai, K.H., 2019. Choosing the right approach to green your supply
chains. Modern Supply Chain Research and Applications.
Online reference
Strong full-year results demonstrate Unilever’s resilience and agility, 2022 available through
<https://www.unilever.com/news/press-and-media/press-releases/2021/strong-full-year-
results-demonstrate-unilevers-resilience-and-agility/>
Annual Report and Accounts, 2020 available through
<https://assets.unilever.com/files/92ui5egz/production/e665693f2bd2efbbde5658baf840
43df7937cfd7.pdf/annual-report-and-accounts-2020.pdf>

Unilever Full Year Results 2021, 2022 available through <https://www.unilever.com/news/press-
and-media/press-releases/2022/unilever-full-year-results-2021/>