Motivational Strategies

Intrinsic and external, both types of motivation are used in Unilever to motivate employees.
Intrinsic and extrinsic motivation techniques are described below:

Intrinsic Motivation:

Unilever has initiated numerous campaigns internationally that strengthen its HRM strategy
and enhance the motivation of employees. In 2013, Unilever held a global ‘Winning with
Integrity’ week that comprised of surveys and interviews regarding human rights, and it
encouraged the suppliers of Unilever to operate to the standard set by the company. This
campaign was continued in the form of the ‘speaking up’ initiative in 2014, which also helped
the company learn the concerns of employees around the world. Unilever launched a “Social
Impact Hub’”. This had a positive impact on the society and linked the business with its
corporate social responsibility. The hub also included information regarding human rights in
order to help the employees learn about their rights in the workplace.

Unilever recently installed a device that tracked employee motivation and job satisfaction on a
daily basis. The employees were required to input their mood to the device every day before
exiting, and this information helped the management identify whether the employees were
satisfied or dissatisfied.

Extrinsic Motivation:

Unilever uses incentives and promotions as rewards for good performances to motivate the
employees. In addition to this, positive discrimination is done in Unilever to motivate the
hardworking employees and also the underperforming employees to perform better and earn
rewards like incentives and promotions.

In this BCG matrix, we will talk about different brands of Unilever which over the years have
seen a fall in market share due to changing market scenarios and also brands which saw
exponential growth in their market share. Products which are market leaders in their specific
industry and their industry is not expected to see any major growth in the future are considered
as Cash Cows.

Stars of Unilever are considered to be Lux, Sunsilk, Walls, Fair & Lovelyx, Rafhan and Energile as
they are in high growth markets and make a sizeable portion of those markets. Clear, Rin and
Comfort are in the question mark as they are not selling well currently but have potential to
gain the market share and become a star. Surf Excel, Ponds, Lipton, Closeup, Blueband,
Lifebuoy Soap, Rexona and Knorr are the cash cows of Unilever as they are the market leaders
in the industry. Wheel, Supreme, Lifebouy Shampoo are the dogs of PepsiCo as they have a
small market share in a mature industry.