Company Profile

Unilever Group in Home Care

| Pages: 55

Price: US$570

About this Report

Geographical expansion is the defining strategy in Unilever Group’s plan for its future by pushing its presence across developing and emerging markets. However, unlike its growth strategy the company limits itself to categories within which it is already established. White spaces and inter-category opportunities of expansion are available for the Anglo-Dutch company, but it must opt for simultaneous geographic and category growth.

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Euromonitor International's report on Unilever Group delivers a detailed strategic analysis of the company's business, examining its performance in the market and the global economy.

Company and market share data provide a detailed look at the financial position of Unilever Group, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Unilever Group.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWOT analysis of Unilever Group provides strategic intelligence on:
  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

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Euromonitor International's company profile reports are written by our research team, a dedicated group of analysts that knows the industry inside and out.

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Table of Contents

Scope of the Report


Strategic Evaluation

Key company facts

Unilever Group: Home care category range

Home care segment improves in 2014 and improving in 2015

SWOT: Unilever Group

Strategic objectives and challenges

Competitive Positioning

Sitting strongly in second position

Unilever remains ahead of the market

Unilever Group: Gaining a global competitive edge

Unilever Group: Outperforming the market leader

Footprint coverage and white s paces to be exploited

Market Assessment

Strong presence and missed opportunities

Balanced geographic spread in home care

Small growth from key developed markets

Laundry care A core business

Laundry care remains dominated by powder

Divest in compact powder tablet detergents

Unilever lags in liquid tablets category

Laundry care driven by emerging market powerhouses

UK: Maintain expansion through liquid detergents

France: Unilever should look beyond d etergents

Brazil: Presence in liquids drives sales

China: Unilever’s Omo must reconsider its approach

India: Subsistence washing and liquid laundry detergents

White spaces in laundry care for Unilever

Fabric softeners: Concentrated in geographic spread

Potential in Other Categories

Hand washing expansion pre-empts m ove to auto dishwashing

Surface care: Should Unilever take the plunge into wipes?

Bleach: Enter emerging markets

Brand Strategy

Omo : Flagship brand in laundry care

Cif /Jif: Potential for inter-category expansion?

Domestos brand leverage to be exploited


Unilever Group activity in 2014-2015

Unilever Group: Global home care presence in 2014


Wider opportunities to support growth strategy

Appendix: Competitor Analytics

Competitor Analytics tool



Market Overlap


Overlap Matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model

Soft drivers and the Industry Forecast Model

Growth decomposition explained

Significance and applications for growth decomposition

Key applications for Industry Forecast Models


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