Unilever Business Model

6. Business Model of Unilever
6.1 Unilever Sustainable Living Plan and Key Activities
In Unilever’s business model, Unilever Sustainable Living (USLP) is blueprint of its business model. Unilever wants to grow its business by means of sustainable growth and equitable growth. Unilever believes sustainable growth is the only acceptable model for Unilever and that sustainable growth and equitable growth is the only way to provide long-term value for its shareholders. So, Unilever launched Unilever Sustainable Living Plan (USLP) in 2010 and USLP is the central to Unilever’s business model.
(unilever.com)USLP describes how they are growing their business, while reducing environmental footprint and increasing positive social impacts. USLP has three

6.4 Key Distribution Channels
Unilever uses a multi-channel approach depending on the country or region of operation and the broad being sold. In developed country, it has trading connections with centrally managed multinational customers for physical retail, and in many developing countries, small traders entered via distribution. In some countries, Unilever also has an e-commerce platform, and connects with other e-commerce platforms.
6.5 Key Customer Segments
Unilever segments its business according to its product lines. Each product type is purposed for a particular group or groups of customers, with some producing a ‘premium’ line of brand for more wealthy customers.
Personal care- personal care targets for both developed and developing regions with different brands. For example, Lux primarily targets for developed markets. Unilever recently acquired four premium skin care businesses to start a ‘Prestige’ line of business within the personal care segment. This line is purposed for wealthy consumers in developed

On the other hand, Unilever uses premium pricing strategy for product like Dove in which price is moderately higher than competitors’ to respond to premium quality of the brans. Moreover, company infrequently offers products in bundles set at discounted prices.
The pricing strategies used by Unilever are linking with its overall strategy formulation (combination of differentiation generic and intensive growth strategies) with the purpose of capturing the target market, making sustainable living commonplace, and growing the business sustainably. Anymore, Unilever’s significant pricing strategies are suitable for variations in the company’s consumer goods and target markets.
9. Balanced Scorecard of Unilever
In Customer Perspective to make sustainable living commonplace
In Internal Process Perspective to make sustainable innovation
In Employee Learning and Growth Perspective to make sustainable