Unilever Plc · LSE:ULVR
Unilever — Investor Presentation (2017)
31 slides from Unilever's investor presentation, 2017
Slide 1: Igniting Purpose-Led Growth
IGNITING PURPOSE-LED GROWTH
Slide 2: The Why of Purpose Is Clear
THE WHY OF PURPOSE IS CLEAR Consumer Employee Financial Demand Preference Performance 84% 3X 6 Trillion
Slide 3: Purpose brands have grown at more than twice the rate of others
Brands recognized for high commitment to Purpose have grown at more than twice the rate of others. Brand Z 12 Year Brand Value Growth +175% Sampling of high purpose brands +86% +70% Low Medium High Perceived Positive Impact Source: Brand Z 2017 3
Slide 4: Purpose 2020 is the 3rd in our thought leadership series
Purpose 2020 is the 3rd in our thought leadership series ORGANIZING FOR GROWTH DRIVING CUSTOMER CENTRIC GROWTH INSPIRING PURPOSE LED GROWTH What does it take to win? What are the drivers of Customer What it means to be Purpose-led? Centricity? How to organise strategy, structure and How to get there
Slide 5: When it comes to Purpose, most marketers think they've got one, but…
When it comes to Purpose, most marketers think they’ve got one, but… 76% 10% of marketers believe their vs. Of marketers say that this purpose organization goes beyond their has a defined product/service purpose. promise to include a societal commitment. Source: Purpose 2020 2017 5
Slide 6: Misrepresentation of Purpose is widespread
Despite or perhaps because of all the buzz, misrepresentation of Purpose is widespread. NON MISUNDERSTOOD ABUSED STRATEGIC “A bank planting “’To become the number one “Soft drink trees to save automotive parts supplier solving a the environment” racial protest” Conflate mission and purpose: A noble
Slide 7: Kantar
KANTAR 7
Slide 8: The challenge is the HOW
The challenge is the HOW “I’m in a category that simply cannot have a positive impact.” “My brand was founded to make money – hardly purposeful…” “We have the purpose on paper… But now what?”
Slide 9: The journey towards purpose-led growth has four stages
The Journey towards purpose-led growth has four stages… 9
Slide 10: 3 steep steps take Purpose from a tactic to a movement
3 DRIVERS Role-modelling 4 CHARACTERISTICS Collaboration Leadership-driven 5 CRITERIA Fuelling conversation Culture- & Strategy-led Meaningful 360-executed True Impact-measured Unique Coherent 3 steep steps Business-proof take Purpose from a tactic to a movement 10
Slide 11: Articulation is about defining what you stand for
ARTICULATION IS ABOUT DEFINING WHAT YOU STAND FOR AND THE ROLE YOU WANT TO PLAY IN THE WORLD 11
Slide 12: Articulating Purpose
ARTICULATING PURPOSE Building Blocks MEANINGFUL through societal tension 12
Slide 13: Articulating Purpose
ARTICULATING PURPOSE Building Blocks MEANINGFUL through societal tension & localisation TRUE to brand character & company 13
Slide 14: Articulating Purpose
ARTICULATING PURPOSE Building Blocks MEANINGFUL through societal tension & localisation TRUE to brand character & company UNIQUE within the category 14
Slide 15: Articulating Purpose
ARTICULATING PURPOSE Building Blocks MEANINGFUL through societal tension & localisation TRUE to brand character & company UNIQUE within the category COHERENT on company & brand-level 15
Slide 16: Articulating Purpose
ARTICULATING PURPOSE Building Blocks MEANINGFUL thru societal tension & localisation TRUE to brand character & company UNIQUE within the category COHERENT on company & brand-level BUSINESS-PROOF for long-term growth & impact
Slide 17: Step 2
3 DRIVERS Role-modelling 4 CHARACTERISTICS Collaboration Leadership-driven 5 CRITERIA Fuelling conversation Culture- & Strategy-led Meaningful 360-executed True Impact-measured Unique Coherent Business-proof Step 2 17
Slide 18: Infusion is key to ensuring impact
Infusion is key to ensuring impact 18
Slide 19: High performing brands drive engagement within the organization
High performing brands and companies drive engagement within the organization Everything we do is linked 90 Under Perform Overperform 84 to a clear purpose 80 72 OVER- 70 PERFORMERS 63 60 60 80% 32% 50 47 UNDER- 43 PERFORMERS 40 I am proud of my brand’s purpose In our company we ensure that all empl
Slide 20: Infusing Purpose
INFUSING PURPOSE Key characteristics C-level is driving the Brand Purpose LEADERSHIP-DRIVEN underpin the priority and company wide impact 85% 58% 20
Slide 21: Infusing Purpose
INFUSING PURPOSE Key characteristics LEADERSHIP-DRIVEN underpin the priority and company wide impact CULTURE-LED engage the heart & the mind 21
Slide 22: Infusing Purpose
INFUSING PURPOSE Key characteristics LEADERSHIP-DRIVEN underpin the priority and company wide impact CULTURE- & STRATEGY-LED engage the heart & the mind 360-EXECUTED substantiate the Purpose 22
Slide 23: Infusing Purpose
INFUSING PURPOSE Key characteristics LEADERSHIP-DRIVEN underpin the priority and company wide impact CULTURE- & STRATEGY-LED engage the heart & the mind 360-EXECUTED substantiate the purpose IMPACT-MEASURED demonstrate impact & learn 23
Slide 24: 3 steep steps take Purpose from a tactic to a movement
3 DRIVERS Role-modelling 4 CHARACTERISTICS Collaboration Leadership-driven 5 CRITERIA Fuelling conversation Culture- & Strategy-led Meaningful 360-executed True Impact-measured Unique Coherent 3 steep steps Business-proof take Purpose from a tactic to a movement 24
Slide 25: Amplification is about going beyond the brand and the company
Amplification is about going beyond the brand and the company… 25
Slide 26: Amplifying Purpose
AMPLIFYING PURPOSE Key drivers INSPIRATIONAL Role-modelling 26
Slide 27: Amplifying Purpose
AMPLIFYING PURPOSE Key drivers INSPIRATIONAL Role-modelling COLLABORATIVE with game-changers 27
Slide 28: Amplifying Purpose
1971 AMPLIFYING PURPOSE Key drivers 1971 INSPIRATIONAL Role-modelling COLLABORATION with game-changers FUELLING The cultural conversation 28
Slide 29: Brands that amplify seek to create a movement
Ultimately, brands that amplify seek to create a movement that will live on Articulation – Infusion – Amplification – Take a Stand! Involve Everyone! Create a Movement! 29
Slide 30: Where are you on the journey?
3 DRIVERS Role-modelling 4 CHARACTERISTICS Collaboration Leadership-driven 5 CRITERIA Fuelling conversation Where are you Meaningful Culture- & Strategy-led 360-executed on the journey? True Impact-measured Unique Coherent Business-proof 30
Slide 31: Contact: leslie.pascaud@kantar.com
IGNITING PURPOSE Contact: leslie.pascaud@kantar.com