Unilever whose company. LLC Unilever Rus. On the social mission of the company

Unilever – transnational company, which owns such well-known brands as:, Sunsilk, Ax, Dove, Сlear vita ABE, Glorix, Domestos, Cif. As well as food companies: Knorr, Inmarko, Brooke Bond, Pyshka, Calve, Baltimore, Creme Bonjour, Lipton, Rama, Beseda.

The history of the creation of the transnational company Unilever (Unilever)

The history of Unilever began in 1880, the two countries Holland and England united to create this truly powerful holding. The world famous name of the Unilever company appeared only 50 years after its creation. Then, in 1930, the Dutch Margarine Uni (margarine union) and the English Lever Brothers (soap company).

The idea of ​​combining these, at first glance, incompatible companies arose because, in fact, the products of one and the other company are made from the same type of raw materials - fats and oils.

Today, thanks to this combination, Unilever occupies one of the first places, both in the food and non-food markets. The company's products are sold in 88 countries around the world.

For the first time, Unilever products appeared in the CIS in 1991. And in 1994, the head office began its work in St. Petersburg, in the same year the Russian perfumery and cosmetic production company Severnoye Siyanie became one of a series of brands owned by Unilever.

After a while on Russian territory the well-known cosmetic brands Timotei, Denim, Sunsilk, and of course the perfumery of the Northern Lights company have already been produced.

And in 1996, the company entered the food market in Russia, promoting its food brands Delmy, Brooke Bond, Rama, Calve, as well as Lipton. In 1998, Unilever buys the Moscow Margarine Plant, and two years later, the company bought the Betsfoods company, known to everyone as the manufacturer of Hellmann's and Knorr products.

Autumn 2011 Unilever acquires 82% of shares Russian company Kalina, which produces hair and skin care products, is one of the leaders in the Russian cosmetics market.

The Unilever company is engaged in the production of hygiene products, washing powders, drinks, as well as food.

Interesting facts about the company Unilever (Unilever)

Several years ago, and it was in 2009, Unilever became interested in the issue of the sustainability of its products, as a result of which inspections of palm oil suppliers began. This led to a number of omissions and confusion on the part of some suppliers, the most problematic was PT SMART. This supplier could not provide accurate data on the production of palm oil, which should not harm the surrounding forests, and is also grown in peatlands. In the Greenpeace report, these violations were confirmed, thus Unilever refused the services of the PT SMART holding.

Despite such a reverent attitude towards the environment, Unilever continues. And this applies not only to non-food products.

Lipton teas were not tested on rabbits until 2011. The purpose of the tests was to find out on specially fed animals medicinal properties of this drink. Thanks to PETA (People for the Ethical Treatment of Animals), Unilever has discontinued this research.

The creative concept of advertising campaigns always solves any problem of the target audience. And today world corporations are increasingly turning to solving global social problems, affecting the lives of people, cities, countries and the entire globe as a whole. Through this, brands acquire a philosophy and identity. And one of the large-scale socially significant missions both at the global and at the Russian level is carried out by Unilever.

October 19 Main executive Unilever Paul Polman spoke within the walls of the Moscow state university them. M.V. Lomonosov. “We are the first generation with the power and resources to eradicate poverty, and the last generation with a chance to prevent catastrophic climate change,” Polman said in his lecture, among others. The Unilever CEO is renowned for his social activism and commitment to sustainable development: he is the founder and president of the Kilimanjaro Blind Trust, a Foundation to help blind children in countries East Africa and is also a member of the High Council of the UN Program 2015 "Global Sustainable Development Goals".

PLAN FOR SUSTAINABLE DEVELOPMENT AND IMPROVING THE QUALITY OF LIFE AND CHARITY FUND UNILEVER

Unilever's philosophy reflects the core of small business theory. “We will inspire people every day to do small things that can contribute to big changes around the world. For example, collectively we save 3 million lives every year through handwashing programs, ”says the company's vision. Yes, 53% of Unilever's business is in emerging markets.

Today, the main consumers are representatives of generation Y. While brands offer goods and services of approximately the same quality, the most important requirement of consumers is that in English language is called "impact" - the company's contribution to the global ecosystem. Every second “game to” customer wants to thank socially responsible companies and is even ready for 10% more.

At the heart of Unilever's business is the 2010 Sustainability and Quality of Life Plan. According to the Plan, the main goal of the company by 2020 is to double the volume of business, reduce the negative impact on environment and increase positive influence on the life of society. One of the Plan's instruments is the Unilever Endowment Fund.

The two main territories in which major brands operate are the third world and advanced economies. It is clear that the range of social problems in these territories is radically different. Therefore, the mission of the Unilever Charitable Foundation is divided into two broad areas: improving the quality of life (ensuring proper sanitation and hygiene conditions, access to clean drinking water and staple foods) and increased self-esteem. If in Bangladesh Unilever helps children suffering from malnutrition, then, for example, in Great Britain, it teaches women to accept themselves as they are.

UNILEVER SOCIAL CAMPAIGNS IN RUSSIA

In 2015, Unilever ran four major social campaigns in Russia. While the Rexona and Lipton brands have chosen to increase the physical and social activity of their audiences as the main goal of their campaigns, Domestos and Dove have focused on educating the younger generation.

The Rexona brand has addressed the issue of mortgage lending. In 2015, Rexona introduced the revolutionary Motionsense formula to the Russian market, which is activated when moving, thereby starting to promote its new philosophy, within which the brand inspires people to lead a more active lifestyle. At the same time in Russia began economic crisis, which is why young and active citizens, just the target audience Rexona, which recently actively took out loans and mortgages in the hope of a bright future, found themselves in a difficult situation. Inspired by the new positioning of m and the current situation in the country, the Rexona brand has taken on a special social role by not only encouraging people to become more active, both socially and physically, but also by providing real material assistance... This is how the national program Nepoteka appeared, within which everyone could get a chance to convert their movements into real repayment of a mortgage or loan:

Rexona Senior Brand Manager Gurgen Melkonyan:

In 2015, our brand held advertising campaign, in the key message of which we skillfully played the consonance of the words "mortgage" and "sweat". The all-Russian movement for paying off mortgages with the help of physical activity grew out of a joke, we were supported by bloggers, federal media, politicians and social activists. In terms of results, we helped 72 families across the country repay part of their mortgages and inspired millions of fellow citizens to move more despite the hardships. One-of-a-kind activity has helped the brand achieve the growth of all key indicators during the campaign.

The trend of modern Russian cities is the development of public spaces and the creation of creative communities on their basis. In line with this trend, the Lipton brand launched the GOODSTARTER platform to find innovative and promising social projects. As a result, the brightest and interesting ideas received investment and PR support of the brand.

Sophia Popova, Marketing Manager at Lipton:

At the moment, we have seven winners, and two of them are projects for Gorky Park: the interactive music project "Chay-kovsky" and the inclusive playground "Let's play together". While the first project made the “taste of tea play”, the second addresses a very important social problem - the full participation of children with disabilities in all spheres of activity. The issue of inclusiveness is largely related to the destruction of stereotypes, and we are glad that we helped a little to a great good cause.

Through the Unilever Charitable Foundation, Domestos is working with UNICEF to help improve sanitation around the world. The active fight against the sanitation crisis is mainly taking place in the Gambia, Ghana, Nicaragua, Nigeria, Pakistan, South Sudan, Sudan, Vietnam and the Philippines.

In Russia, since 2014, the Domestos brand has been helping to improve the condition of children's hospitals, and this year the brand began to fight against children's fears. Almost every child, once in a hospital, is afraid not only of doctors, but also of the confined spaces of wards, incomprehensible devices, old, unusual toilets with rusty pipes and creaky doors. Domestos wants to protect children in times like these and helps toddlers cope with one of their greatest fears.

According to official data, only 34% of the Russian population is satisfied with the existing healthcare system. Therefore, we decided to pay attention to the sanitary conditions in children's hospitals. Last year, the Domestos brand helped to renovate a city hospital in Yekaterinburg, and in 2015 we decided to help the children's department of a city clinic in St. Petersburg. Now this hospital is already running out renovation work bathrooms, and it will become a little easier for children to endure hospital conditions.

The Dove brand in Russia fights for the beauty of women - more precisely, for its perception. According to a study by the brand The Real TruthAbout Beauty: Revisited in Russia, most women consider themselves ugly, and without any substantial reason. The brand takes on the role of a psychologist and builds communication with the audience on the fact that it convinces women of the unconditional value of natural beauty in a world that gloss has imposed on it.

Dove is currently launching a campaign for girls where she will take on the role of a psychologist and talk about why you need to be satisfied with your natural beauty.

DOVE Marketing Manager Elena Abashkina:

Beauty should be a source of self-confidence, not feelings. And the Dove brand has set itself the goal of helping the future generation of women to be more confident in themselves and their beauty. To do this, we try to help young girls believe in the power of natural beauty and love themselves. We have already launched the Dove Self Esteem initiative and at school workshops we are trying to help girls understand where beauty stereotypes come from, how they can affect them and why. unique beauty these girls are a thousand times better than the pictures they compare themselves to.

In order to better help girls, the Dove brand does a lot of research to understand what worries them and where their complexes come from. The social experiment Dove Legacy (Dove: Legacy) revealed that girls adopt many of the complexes from their mothers, who often do not even realize that their dissatisfaction with themselves can negatively affect the self-perception of their daughters:

Dove Day is held in the Russian office of Unilever - a day when employees talk with their daughters about true beauty. The purpose of the corporate event is to increase girls' self-esteem. Preliminary, professional psychologists who took part in the development of the Dove Self Esteem program work with the employees.

PERFECT CITY

The Perfect City project is one of Unilever's sustainable development initiatives. A cross-category approach is used for the project, when not specific brands are promoted, but the company as a whole.

In 2015, Unilever organized a family holiday called Our City - Our Home! The # UEkoDom space is located around the family monument at VDNKh. #UEkoDom was divided into six thematic zones, for each of which a certain category of Unilever products was responsible. These are tea, deodorants, hair care products, household chemicals, ice cream, facial skin care products. At the # UEkoDom site, with the support of the Moscow Department of Transport, lectures on safe driving, lessons on road traffic for children and adults, as well as several activations for city cyclists were held. And volunteers of the online edition of the sustainable lifestyle Recycle exchanged empty bottles of Unilever products for souvenirs. The collected waste is used for further processing.

Unilever intends to continue the Perfect City program and to this end is actively cooperating with the city authorities in two areas. The first is the financing and development of initiatives that are useful for the city of startups, and the second is the integration into city events and the conduct of our own. By the New Year, the company will take part in several city fairs. And starting next year, the company will start implementing a unified concept Perfect City into two Russian megalopolises - Moscow and St. Petersburg.

“In the culture of a Russian person, to be generous and to help, therefore, our audience responds responsively to our charitable initiatives. However, she is affected by problems that are clear, understandable and require immediate solutions. Therefore, we see great potential in the development of a single Perfect City concept and its subsequent spread to other Russian cities. " - concludes the brand manager of Domestos Alina Sarapulova.

Russia plays a priority role for international company Unilever as a market with high growth potential. In 2012, the company celebrated the 20th anniversary of its work at Russian market... Unilever's brand portfolio in Russia includes such well-known brands food products such as sauces Calve, Hellmann "s, Baltimore, Rama spreads, Crème Bonjour herbal curd cream, Pyshka baking margarine, Knorr seasonings, soups and bases for preparing hot dishes, Carte D" Or ice cream, Cornetto, Ekzo , Gold Standard and Magnat, Beseda tea, Brooke Bond and Lipton, as well as popular brands of personal hygiene and household chemicals: Dove cosmetics, Black Pearl, Chistaya Liniya, Velvet Handles , "One hundred beauty recipes", hair care products Clear vita ABE, Dove, Sunsilk, Timotei, TIGI, deodorants Ax, Dove, Rexona and "Pure line", oral care products "Forest Balsam" and "32" , cleaning and disinfecting agents Cif, Domestos and Glorix, Sun dishwasher detergent.

Unilever's production in Russia is carried out on the basis of 4 large industrial clusters: food products and ice cream in the Tula region, tea, cosmetic products and household chemicals in St. Petersburg, cosmetic products in Yekaterinburg, and ice cream in Omsk. The company's production facilities are constantly expanding in order to meet the growing demand of Russian consumers for our products. The total volume of the company's investments in Russian economy currently exceeds 2 billion euros. The company employs about 8,000 people in Russia. The amount of payments by Unilever to budgets of all levels Russian Federation in general, in 2012 amounted to about 3.4 billion rubles.

In 2011, Unilever was awarded “For Achievement in Foreign Investment in Russia in 2011”. Unilever tops the Dow Jones Sustainability Index for the fourteenth year in a row and is ranked first among the food and beverage industry. Unilever is committed to doubling its business while reducing its environmental footprint and increasing its positive impact on society.

About 40% of the top managers working in Unilever offices around the world began their careers with the company by participating in undergraduate and graduate programs. Unilever places great emphasis on continuing professional and personal development their employees. By working here, everyone has a great opportunity to learn from recognized experts, as well as gain access to a global knowledge base and experience.

Unilever is a large multinational food and household chemicals company with headquarters in London and Rotterdam.

The history of the company begins in 1930, when it was decided to merge the Dutch margarine company "Margarine Unie" and the British soap company "Lever Brothers". This union gave the modern name to Unilever, incorporating parts of the previous company logos. The reason for the merger was simple: the margarine and soap companies used the same basic type of raw material, palm oil, and due to the pooling of capitals, it became possible to purchase the necessary resources in larger quantities and at more favorable prices.

In the 40s, despite the Second World War and the ensuing crisis, the company continues to expand its markets, focusing, among other things, on regions such as Asia and Africa. This is facilitated by the creation of new states from the former European colonies and an increase in the world standard of living in general. The assortment is expanded, production begins semi-finished food, expanding the range of products related to the production of cosmetics. In addition, the company begins to pay great attention to product quality standards; in the 50s, a special research department was created in Europe, which began both to pay great attention to the quality of manufactured products and to study consumer trends of the population. New types of products appear, such as fish sticks and other types of semi-finished products.

Thanks to the high rate of global consumption, Unilever also grew, spreading its branches almost all over the world, in addition, constantly increasing the list of products. It is this keen awareness of market trends and customer orientation that has made Unilever a leader in food and household chemicals.

Since the 1980s, in order to rationalize resources and focus more on the production of household goods, food products and household chemicals, the company has been selling some of its subsidiaries not directly related to these industrial categories. This decision initially leads to an increase in losses, but in the late 80s - early 90s, the company becomes a leader in those categories on which it staked. Namely, in the production of home care products, cosmetics and food production. At the same time, there is the emergence of branches of the company in the post-Soviet space, in particular in Russia and Ukraine.

The push and rise trend set in the 90s continued into the new millennium. Unilever places greater emphasis on both product portfolio and product fit with respect to healthy way life. A special research center dedicated to the problems of healthy eating was established.

It is the Unilever company that owns such well-known brands as Lipton tea, Ax and Rexona deodorants, Timotei shampoos and many other things that are found every day in our everyday life.

Unilever cosmetics rating.

Unilever- a well-known manufacturer of consumer goods. It is difficult to find a home that does not have at least some of the products of one of the Unilever brands. According to the company itself, more than 160 million consumers use the goods it produces every day. Unilever's six laboratories around the world (3 in Europe and one each in the US, China and India) employ approximately 6,000 people in R&D. The company currently owns more than 20 thousand patents, and annually the company files from 250 to 350 patent applications.

Unilever brand rating

Among the registered trademarks of Unilever are such well-known brands of tea as Lipton, Brooke Bond and Beseda, products - Calve, Rama, Knorr and Pyshka, household chemicals - Domestos and cosmetics - Ax, Dove, Rexona, Timotei, Sunsilk.

Unilever cosmetic brands

All Unilever cosmetic brands are well-known and popular. AX brand- it is for men, known on the market since 1983. Dove brand appeared in the United States more than half a century ago, when for the first time a unique formula of a cream soap was created, which included a moisturizer, but there was no alkali. This soap was developed for the care and cleansing of burned skin. However, its effectiveness allowed the soap to be marketed in large quantities, and it quickly became popular. Despite such "advanced age", the formula still has no analogues in the cosmetic industry. The success of the soap has prompted a wider range of cleansers that include moisturizers or milk. First product brand Rexona- deodorant - was created in 1908. Rexon's deodorants are now sold all over the world.

Unilever: brands of cosmetics

Sunsilk brand appeared in Russia in 1995 and quickly gained popularity as a product with an optimal price / quality ratio. Among the hair care brands, Sansilk is the fastest growing brand in Europe. The main feature of the Sunsilk brand is that it is not produced certain types products, and whole series focused on solving some kind of hair problem. The range of the brand includes 7 comprehensive series of hair care products and 16 styling products.

Products brand CLEAR vita ABE- these are designed to eliminate dandruff and the causes of its appearance. Moreover, CLEAR vita ABE produces 2 lines, one of which is a special line of products for men, taking into account the characteristics of their hair and scalp.

And finally Timotei brand, which appeared in Sweden in the 70s of the last century and was positioned as a shampoo with natural ingredients that were gentle on the hair and scalp, which made it possible to use it even on a daily basis. Timotei appeared in Russia in 1995. And in 2003, the product range expanded to include conditioners and shower gels.

Rating of cosmetic brands of the Unilever company

Rating of cosmetic brands Unilever is quite high. So, Ax is one of the most popular global men's brands; Dove is popular in more than 80 countries around the world; in Russia, the Rexona brand is the leader among deodorants; the Sunsilk brand is the main brand in Europe among hair care products and the number 1 brand in Asia and Latin America, and Timotei is one of the most popular brands in the UK, and in Russia it is the second in terms of sales.

More detailed information about Unilever itself and its brands can be found at official website company located at www.unilever.ru

 

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