Company: Unilever's (Dove)

Year: 2023

President: Hein Schumacher

Short History Background:

Unilever is a British-Dutch multinational company that operates in the fast-

moving consumer goods (FMCG) sector Formation 1929 Unilever was formed in
1929 through the merger of two companies, Lever Brothers (based in the United
Kingdom) and Margarine Unie (based in the Netherlands). The merger was aimed at
creating a stronger, more competitive company in the soap and margarine industries.

In its early years, Unilever focused on the production and marketing of

household goods, including soaps, detergents, and margarine. The company's well-
known brands, such as Sunlight, Lux, and Lifebuoy, gained popularity during this
time.

Unilever expanded its operations globally, entering new markets and

diversifying its product portfolio. The company's strategy involved acquiring or
establishing a presence in various countries to become a truly international
company.

During World War II, Unilever faced challenges, including damaged facilities
and disrupted supply chains. After the war, the company played a role in the
reconstruction of Europe.

Unilever continued to grow its brand portfolio over the years, acquiring and
developing a wide range of products in categories such as food and beverages,
personal care, and home care. Notable brands include Knorr, Dove, Lipton, Ben &
Jerry's, and many others.

Unilever has been a pioneer in advocating for sustainable and responsible

business practices. The company has set ambitious goals related to environmental
sustainability, social responsibility, and product quality.
 Unilever has a unique dual-listed company structure, with two parent
companies: Unilever PLC, based in the United Kingdom, and Unilever N.V., based in
the Netherlands. This structure is designed to balance the interests of shareholders
in both countries.

Unilever has been at the forefront of product innovation, continually

introducing new products and improving existing ones to meet changing consumer
preferences and market trends.

Unilever has engaged in various social impact initiatives, including efforts to

address environmental sustainability, reduce plastic waste, and promote social
development.

September 14, 2023- Dove partners with BLM activists to promote ‘fat
liberation’ after she was accused of getting white student wrongly expelled. Beauty
gargantuan Dove has launched a new campaign termed ‘Fat Liberation’ under which
it has partnered with BLM activist Zyanha Bryant. This move by the brand has been
getting famous for all the wrong reasons. People are mad at Dove for partnering with
Zyanha, who is accused of wrongly getting a white student expelled from university
over a “misheard '' point.

Company Mission:

to meet everyday needs for nutrition, hygiene and personal care with brands that
help people look good, feel good and get more out of life

Statement of the Problem:

How can Unilever’s (Dove) can overcome their issue about their chosen endorsers
that question their addressing women’s self esteem and body image?

Areas of Consideration (SWOT)

Strengths:
Diverse Brand Portfolio: Unilever has a vast and diverse portfolio of well-known
brands in various categories, spanning food and beverages, personal care, and
home care. This diversity contributes to a strong market presence.
Global Presence: Unilever operates in numerous countries and regions, giving it a
global footprint and exposure to diverse consumer markets.
Innovation Leadership: The company has a history of innovation, constantly
introducing new products and adapting to changing consumer preferences.
Unilever's commitment to research and development keeps it at the forefront of
industry trends.
Commitment to Sustainability: Unilever is recognized for its commitment to
sustainability and social responsibility. The company has set ambitious sustainability
goals, including reducing its environmental footprint and promoting social
development.
Strong Distribution Network: Unilever's extensive distribution network ensures that its
products reach consumers efficiently across various markets.

Weaknesses:
Complex Organizational Structure: Unilever has a dual-listed company structure with
two parent companies, which may introduce complexities in decision-making and
governance.
Dependence on Mature Markets: While Unilever has a global presence, it may face
challenges in mature markets where growth rates are slower compared to emerging
markets.
Brand Overlapping: Some brands within Unilever's portfolio may overlap in terms of
product categories, potentially leading to internal competition.

Opportunities:
Emerging Markets Growth: There is significant growth potential in emerging markets,
and Unilever can capitalize on this by expanding its presence and tailoring products
to local preferences.
E-commerce Expansion: The rise of e-commerce provides an opportunity for
Unilever to enhance its online presence and reach consumers through digital
channels.
Health and Wellness Trend: With increasing consumer awareness of health and
wellness, Unilever can leverage its portfolio to meet the demand for healthier and
sustainable products.
Acquisitions and Partnerships: Strategic acquisitions or partnerships can provide
Unilever with opportunities to enter new markets or strengthen its position in existing
ones.

Threats:
Intense Competition: Unilever faces strong competition from other multinational
corporations and local players in the consumer goods industry.
Changing Consumer Preferences: Rapid changes in consumer preferences,
especially towards healthier and more sustainable options, can pose challenges if
Unilever is slow to adapt.
Supply Chain Disruptions: Disruptions in the supply chain due to geopolitical events,
natural disasters, or other factors can impact the availability and cost of raw
materials.
Regulatory Challenges: Changes in regulations related to product labeling, health
claims, or environmental standards can affect Unilever's operations and marketing
strategies.

Alternative Course of Action

ACA #1 “Change their endorsers”

Unilever, Dove should change their endorser as someone who will fit their goal
Pros:

 It will stop the backlash of their consumers

 they can gain their consumers trust and loyalty

Cons:

 They can have a lawsuit for canceling their endorsers contract

 it can also result for misinterpretation to other about ‘fat liberation’

ACA #2 “Public statement”

Unilever should make a apology statement in public to stop the backlash of their
consumer and make a proper statement about their chosen endorsers.
Pros:

 this will stop the backlash if their statement is acceptable

 they can bring back their sales

Cons:

 It might cost another issues if their statement will not be acceptable to others
 this might affect their sales and might ruined their image

Recommendation
Prioritize ACA #2 (Public Statement)
Conclusion
Dove has worked to make beauty a source of confidence rather than concern.
Beauty is characterized by its authenticity rather than its form, size, or color. Unique.
Real. We urge all women to experience beauty on their own terms by providing them
with quality care products.
Furthermore, Over the years, Unilever expanded its brand portfolio by purchasing
and producing a diverse variety of items in areas such as food and drinks, personal
care, and home care. Knorr, Dove, Lipton, Ben & Jerry's, and many more well-known
brands are available.
Additionally, Unilever has been a leader in campaigning for ethical and sustainable
business practices. The organization has set lofty objectives for environmental
sustainability, social responsibility, and product quality.
In recent years, Dove has collaborated with BLM activists to promote 'fat freedom'
despite being accused of wrongfully expelling a white student. Dove, the world's
largest beauty company, has launched a new campaign called 'Fat Liberation,' in
which it has worked with BLM activist Zyanha Bryant. This action by the brand has
gained notoriety for all the wrong reasons. People are angry with Dove for
collaborating with Zyanha, who is accused of wrongfully expelling a white student
from university on a "misheard'' argument.
Therefore, we conclude that ACA #2 (Public Statement) will help Dove to its future
success. If their remark is acceptable, this will cease the reaction. They perhaps
regain their sales.