Leveraging the new organisation: Personal Care - Unilever
41
Unilever 2011 Investor Seminar Istanbul, Turkey 30 th November – 2 nd December 2011
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Transcript of Leveraging the new organisation: Personal Care - Unilever
Unilever 2011 Investor Seminar
Istanbul, Turkey
30th November – 2nd December 2011
• First Impressions
• Opportunities
• Acquisitions
• Capabilities
What I want to talk about
First Impressions – Personal Care
• It’s a BIG market
• We play in only a part
• Our momentum is improving
• We have strong plans for 2012
• And even bigger aspirations for the future.
0
50
100
150
200
250
Skin
Hair
Deos & Frag
Cosmetics
Oral
Total PC Market Size = €240 bn
+ 5% growth p.a.
11%
25%
42%
62%
100%
It’s a Big market
(Excl. Colorants)
Source: Euromonitor
0
5
10
15
20
25
2010 2015
Global Market is Consolidated
55% 54%
% Country Contribution to total PC Market Size (Unilever Categories)
Top 5 50%Next 10 30%
--------------------Top 15 80%
Source: Euromonitor
Premiumisation:Reaching up – Market Premiumisation
MARKET GROWTH OF GLOBAL PERSONAL CARE
P
RIC
E P
RE
MIU
MIS
AT
ION
% of Market2010
38%
22%
21%
18%
Unilever
28%
24%
21%
27%1.5%
2.7%
4.3%
5.9%
<80
80-100
100-120
>120
Source: UL GMI, Q1 2011
Premiumisation:Reaching up – Under Trade in Premium
% Retail Sales by Price Point
% o
f R
eta
il S
ale
s
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
>120
100-120
80-100
<80
Competitor A Competitor BSource: UL GMI, Q1 2011
We are stepping up our Performance
7.9% 7.8%
4.5%
5.6% 5.3%5.8%
11.3%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011
Personal Care
% USG
Source: UL Internal Data
Dove – €3Bn
0
1
2
3
1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Launched in USA 1957
€ Bn
World Wide Roll out 1990+
2010 Dove Men+Care & Dove Hair Therapy
2000-2002 Dove Hair Launch & Roll out
2005 DoveGo Fresh Launch
1997-1999 Dove Deos Launch &
Roll out
1 Building a broader foundation
Opportunities
2 Adding a new storey
LSM <5
LSM 14+
€13bn
Building a Broader Foundation
• Strengthening Portfolio
• Innovation on the Core
• Market Development
1
2
3
Innovate on the Core: Axe Excite2
Innovate on the Core: Lux2
Innovate on the Core: Dove Hair Damage Therapy
2
Innovate on the Core: White Now2
Innovate on the Core : Radox SPA
2010 NEW 2011
2
Market Development
• More Users
• More Usage
• More Benefits
3
Market Development: Signal Toothpaste
50% of the world’s population do not brush twice a day
3
Market Development: Lifebuoy
70 M people in rural India impacted by the largest private Hygiene Education Programme in the world
3
9.0
11.0
13.0
15.0
17.0
19.0
21.0
23.0
25.0
27.0
29.0
19.4%
18.7%
9.8%
29.0%
Results: Winning in Body Wash China
Develop market via strong portfolio
100
140
Leading Competitor
Leading Competitor
Source: Nielsen Flash Report, Oct’11, UL incl. AC, Dove total (Female + Male), P&G incl. Zest.
10.0
15.0
20.0
25.0
30.0
35.0
40.0
2008 2009 2010 YTD 2010 YTD 2011 L12 wks (Oct'11)
Value Share PW AOC
Unilever Dove Leading Competitor
Va
lue S
ha
re %
Results: Record Shares in US Body Wash
Leading Competitor
Results: South Africa Hair # 3 to # 1
15.3 14.8 15.3
33.2 32.935.0
33.6
38.139.7
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.0
Q1 Q2 Q3
Unilever Caucasian Hair Value Shares (2011)
UNILEVER PROCTER & GAMBLE L'OREAL COLGATE PALMOLIVE JOHNSON & JOHNSON
12
31
2
3
Acquisition of
Launch of Dove Hair
Launch6 mths early
How?
Leading Competitor
Leading Competitor
Competitor # 2
Competitor # 3
Competitor # 4
Source: Nielsen
Building another storey
• Portfolio & Route to Market
• Premium Innovation
• New Business Development
1
2
3
Premium Innovation
Hair Reborn
2
Premium Innovation2
Premium Innovation2
New Business Development
(1) SALONS: e.g. TIGI, Ponds Institute & Dove Spa
(2) DEVICES: e.g. Dove Hair & Clear Scalp Diagnostic Tools, Pond’s Skin Diagnostics
3
And then there is Men….
€20 Bn Market Opportunity
Acquisitions
•
•
Much more than TRESemmé
3 KPI’s
Over half of our
expected cost synergies achieved
in ‘11
We will exceed 10% synergies in
2012
33
Synergies
Growth
Talent
70%of leaders
accepted key roles
Growing Hair
ShareUS +30 bps
Canada > +100 bps
UK +20 bps
Mexico +10 bps
1
3
2
Market Share Leadership in US
Nielsen All outlet Oct 29, 2011 US
Unilever/AC MFR INCL Tigi, excl VO5, excl Rave
Unilever
Leading
Competitior
Daily Hair Care Value Share
31.6%
28.7%
Leading Competitor
35
Expanding Brands into new markets…TRESemme now in Brazil
On shelf November 1… 175 days from close
36
Expanding Brands into new markets…And into Thailand
Leveraging US Heritage withMotions relaunched in South Africa
37
On shelf November 15… 188 days from close
Kalina Deal to close before year-end
38
Pure Line Black Pearl Silky Hands 100 Recipesof Beauty
Capabilities
• Holistic brand design
• Drivers of added value in new Premium Beauty
• Ahead of Trends
• Go to Market excellence
First Impressions – Personal Care
• It’s a BIG market
• We play in only a part
• Our momentum is improving
• We have strong plans for 2012
• And even bigger aspirations for the future.
4. Personal Care & Brands VT
