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Unilever CEO: global brands must focus on "winning in categories"
Date: 16/06/2009
Global brands need to focus on "winning in categories" rather than looking to specific markets to drive growth, but should also endeavour to integrate "local" elements into their multinational marketing campaigns as part of this process, according to Unilever's chief executive, Paul Polman.
Polman, who enjoyed spells at Procter & Gamble and Nestlé before returning to Unilever as ceo last year, said brand owners "have to be careful" not to ignore "more difficult" countries like the UK and Germany, which are seeing consumer spending slow.
While "sexy" and "dynamic" markets like China could offer "a quicker reward" in the short term, an exclusive emphasis on these areas "wouldn't necessarily be in the interest of the business" over a much longer period.
However, Polman also asserted that a nuanced approach is required to achieve this goal, as "you have to win in the local market. It doesn't serve anything to have a standard product globally and not win anywhere."
Unilever's ceo cited the success of P&G's strategy in the personal care sector as a good model, and argued that a global focus has also proved successful for Coca-Cola, the soft drinks giant.
By contrast, in other sectors - like food - attitudes vary considerably by country, meaning high-end products, such as Ben & Jerry's or Haagen Dazs, may be more appropriate subjects for multinational campaigns than brands like Magnum and Breyers.
However, one element of marketing practice that can offer global benefits is sharing knowledge about tactics that have proved successful in individual nations, the learnings from which can be applied elsewhere without taking an overly prescriptive approach.
