Unilever Case Study

As a multinational company, Unilever has been in China for nearly one century. With the advent of the reform and opening-up policy, Unilever began to develop rapidly. Since 1986, Unilever has invested about $2 billion in China, employed 6,000 Chinese employees directly, and provided more than 20,000 jobs indirectly, and introduced several advanced patented technologies (Unilever). Over these years, Unilever has developed lots of sub brands of hair wash and care products, such as Dove, Lux, and Hazeline, Clear, and so on. Unilever has accounted for a considerable part in the shampoo market.

In the 1990s and early 2000s, Unilever developed rapidly and its revenues and sales increased in China. However, in recent years, the development of Unilever was stuck for many reasons, such as the sluggish economy, the competition from other brands like Procter & Gamble and L’Oreal, and the problems existing in Unilever. Unilever is making efforts to expanding its market shares and it cooperates with Alibaba to promote the e-commerce.

In order to help Unilever with its further development, the marketing department of Unilever requested this study, which investigates and evaluates the current marketing strategies of Unilever in China, highlights the problems existing in its marketing, and provides some suggestions for improvement.

The report studies the following questions:

 What are the current marketing strategies of Unilever in China?

 What are the problems with these marketing