“Purpose-Led and Future-Fit”
Unilever is a company built on purpose; purpose sits at the heart of everything they do – whether as an employee, a brand or a company. Now reaching its 90th year, their purpose has never changed − Unilever wants to make sustainable living commonplace.
PT Unilever Indonesia is a public listed company and is one of the country’s largest companies in terms of market capitalization on the Indonesian Stock Exchange. It is also one of the largest consumer goods producers of home, personal care, foods and refreshment products such as Lux, Dove, Pepsodent, Wall’s, Rinso, Royco, Sunsilk and so on. These products are available in more than one million stores across Indonesia while every home uses at least one of these products. PT Unilever has more than 40 brands, eight factories and more than 4,000 employees.
Unilever all over the World
Unilever is a multi-local multinational company with over 400 brand names in over 190 countries, Indonesia included.
Globally, Unilever has a vision of delivering its winning performance by becoming the leader in sustainable business practices. This vision goes beyond driving strong performance; it is about continually doing good and creating a lasting impact by making sustainable living commonplace.
The Unilever Compass
To achieve its vision of becoming a purpose-led and future-fit organisation, Unilever looks to the Unilever Compass as its north star. The Unilever Compass is driven by three core beliefs that are embedded into every part of the business and towards every community they touch. These beliefs are: (1) Brands with Purpose Grow (2) Companies with Purpose Last and (3) People with Purpose Thrive.
Driving Competitiveness and Growth
PT Unilever is currently seeing an improved market share which they attribute to their five strategic priorities to drive competitiveness and secure long-term growth. The five strategies are:
1: Strengthening to unlock the full potential of core brands by focusing on running bold market development programmes and delivering impactful innovations supported by stronger and better communication with the right media investment.
2: Expand the portfolio to premium and selected value segments. Drive premiumisation especially in personal care categories and ice cream. In the value segment, the company’s launch of Lifebuoy Dishwash and Glow & Lovely Body Wash has seen both products do well. Glow and Lovely has become the Number One Face Moisturiser brand in Indonesia in terms of volume. On portfolio expansion, the company successfully increased the premium segment’s contribution to more than 27% of domestic sales in Q2 2023.
3: Build an Execution Powerhouse to Strengthen Leadership in the Key Channels. The company started a channel transformation programme of key channels (GT and Modern Trade) and future channels (e-commerce) since H2 2021 to have bigger and healthier distribution trade across Indonesia.
4: Driving E-everything, including data driven capabilities: This includes developing Forecasting Machine Learning to analyse current as well as predict future performances.
5: Lead from the front on the Sustainability Agenda:
Rexona #GerakTakTerbatas: To do 165 million steps with society through the Gerak by Rexona application to encourage activity, including for people with disabilities.
PT Unilever’s Sustainability Performance 2022
Indonesia is projected to become the world’s seventh-largest economy. With a population of nearly 300 million by 2030, with 78% residing in urban areas, consumer spending is expected to rise in tandem. Already, Indonesia’s consumer spending is anticipated to improve by approximately more than 5% by 2025. Long term growth will be supported by the:
“Eastern Communications’ talent development and career advancement programmes are put in place to determine talents who are ready for next level, leadership roles or critical roles. The organization conducts a Talent Assessment, which determines readiness; and identifies development programs that the incumbent will need to achieve and be successful in the target position.”
Shanggari Balakrishnan, Chief Executive Officer, MORS Group