Unilever
THE MARKET
The Home and Personal Care industry generates
billions of dollars per category worldwide. It is
highly competitive and the demand for such
products increases year aner year as it directly
addresses the basic needs ofconsumers for personal
hygiene and cleanliness. For Unilever in the
Philippines, this translates to its Corporate Purpose
of " Meeting the everyday neetls of people
everywhere". Unilever makes sure it caters to the
needs of Aling Fely - a personification of the
Filipino consumer, who is at thec:cntcrofUnilc,-er's
hean.
ACHIEVEMENTS
UNILI:VER owes its success to its people. The
dynamic and fruidi.ll interaction with two cn1cial
nspccts of society, its consumers and its employees,
is the keystone upon which UNILilVER is built.
As early as the 1950s, Unilever adopted a
program whereby local junior managers who showed
promise of being able to share higher managerial
responsibility would train abroad. Such were the
beginnings of the Company's Management Training
Programs.
The company also holds the "Business Week"
program - a 5-day, annual event that simulates business
situations for about 40 selected undergraduates. The
"Business Week" Program has been very popular in
UNI LEVER operations throughout South East Asia.
The Company's Total Quality Program enabled
workers to benchmart their performanoe with that oftheir
peers in world class organizations. TQ has become a way
oflife at UNILEVER PHILIPPINES, exemplified by the
slogan "BUHAYTQ, BUHAYNATIN". 11>eculturegave
rise to the battle cry "Sama-samn, Tulung-tulong sa
Pngsulong", more exemplified by the company song
entitled "Magkakaibigan".
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"WHO CARES if all we lea>•e Oltr children is a
dead river? We Do! • this tag line shows how
UNILEVER PHILIPPINES has intcrwo,·cn caring forthe
environment into the fabric of the business. In research
and development, a product and all its ingredients pass
through a rigid and mandatory clearance system before
being introduced into the market. Unilever's local
detergent bars and powders use 100% biodegradable
active ingredients as early as 1993. Solid waste
management is practiced as a norm. The entire
UNILEVER PHIUPPINES compound is a no-smoking
area.
In the area of social responsibility, UN ILEVER
PHILIPP INES is committed to the Pasig River
rehabilitation program. It has a Domestic Waste Water
Plant to take care of1he domestic liquid waste generated
by the company, where treated water goes into a fishpond
before it is discharged into the river. The company also
spearheaded a multi-sectoral coal ilion to act on the Pasig
River rehabilitation, and has now joined upon the
government's invitation, the Pasig River Rehabilitation
Commission to become one of the new private sector
representatives.
Unilever also suppons 25 hectares of the La Mesa
Watershed and is one of the organizations, which suppons
the Living Lakes Pannership, in the quest for Laguna de
Bay's inclusion and membership in the global Living
Lakes network. These programs and achievements are
best exemplified in the awands and recognition reoeived
by the company in recent years:
Oangal ng PasigAward (1998, 2001)
Kapatid Awards for Quality ofWorkplaoe
(ECOP. 1999)
Outslanding Employer of the Year (PMAP,
1999)
Mother Nature Award (PCAPI, 1999)
Kapatid Award for Industrial Peace and
Hanno11y (ECOP, 2001)
ISO Cenification 9001 (Quality Mgt Systems)
ISO Cenifieation 14001
(Environmental Management Systems)
HISTORY
William Lever acquired The Philippine Refining
Company in 1927 to ensure a steady supply of oil
for his burgeoning soap business. In 1929 the
limitedness of shared natural resources drew the
Lever Brothers into a merger with Holland's largest
margarine producer, Margarine Union, thus
producing the UNILEVER that we know of today.
In 1938, the Philippine Refining Company (PRC)
had diversified into the manufacture of other products
such as detergents.
The business outlook seemed rosy that the company
drew up plans for the 1940 production of Lever toilet
soap staples, Lux nnd Lifebuoy.
Unfonunately, the blueprints for wch expansion had
to be shelved and improvements eunailed because of the
Philippines being occupied during World War II. Since
its products were crucial to both the war effon and the
basic daily life, PRC had no ehoioe but to operate even
during lhe war.
Despite the long interruption, the imprisonment of
its foreign employees, and the destn>ction of its facilities
brought about by the war, Philippine Refining Company
persisted and in the 1950's, realized the goal of not only
making a variecy of soap products, but other products as
well for the local Philippine market In time for its 70"
year anniversary in 1997, Philippine Refining Company
completed the final step in the metamOrphosis of its name-
change to Unilever Philippines. As its parent company,
Unilever, expanded and grew in size and scope, its
subsidiaries were encouraged to utilize the name of the
parent company to highlight and leverage the global
nature and scope of iiS operations.
TfiE PRODUCT
Unilever Philippines provides a wide range of home and
personal care productS. Theeffons in understanding local
consumers have brought about some of the top brands in
the market today.
Crcamsilk, which gives
superior hair conditioning
and has seriously dominated
the market, is a conditioner
that gives Super Beautiful
hairthat"No ShampooAlone
Can Give!" Creamsilk gives
100% conditioning and can
be used with any brand of
shampoo.
Sunsilk, which has long
eared for the Filipina hair,
promises hair that
strengthens and grows more
and more beautiful everyday.
Lux Super Rich
shampoo deeply nourishes
each hair s t rand ,
leaving hair strong and
gloriously shiny.
Vaseline Amino Collagen is a breakthrough shampoo
that replenishes hair's natural moisture protect ion
from dryness that heat and sun strip away. h also
restores hair's protein protection to make it glow.
Surf (detergent bar/ powder) is one of the biggest, if
no11he biggest detergent brand in the country and the
choice of•·mga wais no misis''.
Close-Up toothpaste has been giving Filipinos
confident smiles throughout the years! h is more than
an ordinary fluoride toothpaste. It contains millions
of mierowhiteners that cleans teeth thoroughly: with
proper brushing, teeth become strong and sparkling
white, giving you that shining Close-Up smile. h also
has mouthwash for clean, freshest fresh breath for all
the confidence to move up close. REAL CLOSE!
New Lifcbouy soap in a new shape and packaging
provides germ-killing protection at an affordable price!
Rcxona provides effective protection from underarm
odor. Only Rexona has Deosteral Max to give longer
lasting deodorant protection. It won 'tlet you down!
The Pond's Skin Care Range offers facial are products
in their essential phases: deep-cleansing and
moisturizing.
Comfon Fabric O>nditioner conditions the fiber of
clothes, giving it a long-lasting sonness and freshness
beyond regular wash results.
New Axe Deo Stick is an Anti-Perspirant & Deodorant
for men. II provides both effective odor and wetness
protection. h is a great way to stoy feeling clean and
dry.
Breeze (bar and detergent) provides superior cleaning
and caring for clothes. Ito ang gamit ng Sigurista!
~
Lu.x.
.......
l:ll.'iD6ll
f'or holr ~hM'$ bc~uti(ul\y soft
In any w cathc,.
Lu)C Supef Rich evc.-.-yday!
Vaseline lntensi''< Care lotion has the unique Triple
Lipid U>mplex which provides healthy glowing skin!
RECENT DEVELOPMENTS
A Company Getting Bigger ... In 1998, Unilevcr
Philippines embarked on an ice cream business joint
venture with RFM Corporation, giving binh to what we
now know as Selecta Walls. Unilever brings into the joint
venture its international experience and success in
marketing the Wall's brand of ice cream. Seleeta now
became identified with the yellow and red hean logo -
the Happy Heart, with the powerful tag line of "Just
Follow your He"rt". Selecta has a wide range ofvari::nns,
topping the list is U>meuo, Paddle Pop and Mini Ice
Drop. There are also premium ice cream navors such as
Cookies and Cream, Buco Melon, Lethe Flan and Halo·
Halo.
In the year 2000, the international acquisition of
Bestfoods, known in the Philippines as California
Manufacturing O>mpany, provided Unilever a foothold
in the local foods market with brands such as Lipton,
Knorr, Lady's Choice, Best Foods, Royal, AI sa, Mazola,
Maizcna and K::tro.
With these developments and efforts to build a world
class supply chain, Unilever entered into a joint venture
withJOH Philippines/ IDS Logi:sties tobuildand manage
a new central distribution system for the Unilever
companies in the Philippines.
PROMOTION
It may be said that Unilever Philippines is one ofthe lop
tri-rnedin advertisers in the country today. It has produced
a number of memorable ads throughout the years.
The Close-Up music video series, which began in the
1970's, continues to stir heartwarming memories.
The Lumen SeriesofSurfbarhasadapted well to the
Filipino culture of love for soap operas. Lumen,
personifies the Wois no Misis, who happens to make
smart choices in life.
Rcxonn's lag line "It won't lct you down" has become
a by-word in the Filipino household.
The beautiful start endorsers of Lux continue to dazzle
consumers from all over.
Other than the traditional promos, Unilever also came
up with innovative ones like Rexona ·s Ultimate
This
isn't a soap
ad.
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Challenge Series. The Rexona Ultimate Cha.llenge Series is the
umbrella concept that promotes power and lifestyle sports such
as: Basketball, Aerobics Marathon, Cycling, Martial Ans, and
the newest trend to hit the sports scene, Beach Football. Another
is Close-Up's efforts to bring entertainment and fun to school
fairs via the "Fair Fever". These activities have also reached the
World Wide Web with sites such as wwwclo:ts;upglpns;t wm and
Rexona·s www u!Jjmatsshallengssrj£$ S9JD.
In e•-ery commercial aired on television. the Unile,'er logo
and the corporate tag line ofTotal Qual icy is always seen. This is
what we guarantee to deliver to our consumers - products thai
are sealed with Unilever's buming passion for excelle11CC and
commitment, products thnt consumers can trust.
BRAND VALUES
Over and above specific brand values, Unilever has a strict Code
of Business Principles and Company values, which guides <''<ry
employee on how to conduct business. Its focus is on meeting
the everyday needs of people everywhere- to anticipate the
aspirations of our consumers and customers by responding
creatively and competitively with branded products and services,
which raise the quality of life. Unilever believes thai success
requires the highest standards of corporate behavior towards its
employees, consumers and the societies and the world.
Unilever and itS employees share a passion for excellence, a
strong belief in teamwork and a strong sense of social
responsibilicy.
THINGS YOU DIDN'T KNOW ABOUT
UN ILEVER
• Husbandand Wife tandem, Lucy Torres and Richard
Gomez met on the set of aLux Super Rich ad shoot,
which was taken at the Philippine Plaza Hotel.
• Philippine Ambassador to London, Cesar Bautista
began his career in Unilever and was Unilever
Philippines' Chairman and CEOfrom 1986 to 1992.
• Close-Up models that eventually became well·
known actors include Gabby Concepcion, Miguel
Rodriguez, Leandro Munoz and William Martinez.
• Former Bulacan Governor Obet Pagdanganan was
part of the Unilever family from 1968 to 1986.
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