Friday, October 26, 2012

Digital marketing boosts Unilever brands

Unilever has hailed the impact of advertising and digital marketing for its Lynx, Domestos and Hellmann’s brands for boosting performance in its third quarter.

The FMCG company has posted a better than expected 5.9 per cent rise in underlying sales in its third quarter, driven by growth in emerging markets. Sales have increased 6.6 per cent in the year to date.


Unilever’s personal and home care divisions, which includes brands such as Dove and Lynx, outperformed its food business, which includes the Knorr, Flora and Hellmann’s brands.

Its refreshment category, which includes ice cream brands Magnum and Ben & Jerry’s delivered “strong growth” while its beverages portfolio, which includes Lipton, “lags the market”.

Polman adds that the company restructure last year and its Sustainable Living Plan is “on track” and is becoming “deeply embedded” in the business.

He says: “The Compass strategy and the Unilever Sustainable Living Plan are driving aligned actions across the business. We are seeing a steady improvement in the quality of our innovation, meeting the needs of consumers wherever they are. The organisational structure that we announced last year is already paying off and we are seeing benefits in terms of our agility and discipline in operational execution.”


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