Perceptible differences that drive top-line growth
Siemens – 150 million times a day…
…someone, somewhere in the world, chooses a Unilever product.
Unilever’s brand portfolio spans 14 categories of home, personal care and food products and includes world favorites such as Lipton, Knorr, Dove and Omo. The company employs 179,000 people in 100 countries worldwide. Its products are sold in the Americas, Europe and Asia/Africa in roughly equal distribution.
Innovation is critical to sustaining Unilever’s growth. “We see product innovation as one of the key drivers of top-line growth,” says Huw Evans, R&D director of information in Unilever’s Home and Personal Care Division. Unilever defines product innovation this way:
“Product innovation means providing the consumer with a product that delivers a perceivable benefit that is differentiated from those of our competitors and that differentiation drives the choice to purchase and use that product,” explains Evans.
“You can change products to improve their price differentials, for example, but if the consumer is not really experiencing a difference, then we wouldn’t classify that as innovation. Innovation is about consumer-perceptible benefits that drive choice. To help achieve this Unilever invests €1 billion every year in research and development, which includes support for five major laboratories around the world that explore new thinking and techniques to help develop our products.” more>
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