A fast-moving consumer goods (FMCG) giant, Unilever sells a vast array of products from ice cream, to soap, to toilet cleaner – all inexpensive and bought often. It is not the only company making these products and is certainly not the cheapest; it is therefore reliant on its brands to ultimately convince its customers that its products are worth the premium.
You could, therefore, argue that at the core Unilever is a marketing company that links these brands together.
A new marketing philosophy
This is reflected in the sheer financial heft that the big FMCG firms carry in the...