Introduction

Unilever is a global consumer goods company founded in 1929 and headquartered in London, United
Kingdom. With a rich history spanning over nine decades, Unilever has established itself as one of the
largest and most successful multinational corporations in the world. The company operates in various
sectors, including food and beverages, home care, personal care, and refreshments.

Mission

Unilever's mission is to make sustainable living commonplace and improve the lives of people around
the globe.

Product Offerings

Unilever offers a wide range of products across its different business divisions. Its diverse portfolio
includes popular brands such as Dove, Lipton, Knorr, Hellmann's, Axe, Rexona, and many more.
Unilever's products cater to the daily needs and preferences of con sumers worldwide, spanning food
and beverages, home cleaning and care, personal hygiene and grooming, and ice cream and
refreshments.

Flagship Product: Dove Beauty Bar

Among Unilever's extensive product lineup, the Dove Beauty Bar stands out as one of its flagship
offerings in the personal care category. The Dove Beauty Bar is a cleansing bar designed to nourish and
moisturize the skin while gently cleansing away impurities. The Dove brand, known for its commitment
to promoting self-confidence and real beauty, has become synonymous with gentle and effective
skincare products. The Dove Beauty Bar is a unique soap-based cleanser that has gained immense
popularity globally.

Value Chain of Unilever

Unilever’s value chain encompasses a wide range of activities that contribute to the creation, production,
and delivery of its diverse product portfolio. Here is an extensive study of the value chain of Unilever:

a) Research and Development

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Unilever invests heavily in research and development to understand market trends, consumer needs, and
preferences. This involves conducting market research, consumer insights analysis, and formulation
development to create innovative and sustainable products.

b) Raw Material Sourcing: Unilever identifies and sources raw materials from approved suppliers,
ensuring high-quality ingredients for its products. The company emphasizes responsible sourcing
practices, sustainability, and traceability to meet its sustainability goals.

c) Manufacturing: Unilever's manufacturing process involves blending and mixing raw materials,
extrusion and molding of products, and conducting quality control checks at each stage. The goal is
to ensure consistent quality and adherence to standards.

d) Packaging: Unilever focuses on designing visually appealing and sustainable packaging materials for
its products. Packaging includes designing, wrapping, labeling, and ensuring compliance with
regulatory requirements.

e) Distribution and Logistics: Unilever arranges transportation to move its products to distribution
centers, manages warehousing and inventory levels, and coordinates logistics to ensure timely
delivery to retail locations worldwide. This involves optimizing transportation routes, managing
inventory, and meeting customer demand efficiently.

f) Marketing and Promotion: Unilever develops strategic marketing campaigns to promote its products.
It executes advertising and promotional activities, both traditional and digital, to create brand
awareness, engage consumers, and drive sales.

g) Sales and Customer Service: Unilever collaborates with retailers for proper product placement and
visibility. It addresses customer inquiries and concerns promptly, ensuring high-quality customer
service. Unilever also collects customer feedback to understand their needs, preferences, and
continuously improve its products.

h) After-sales Support: Unilever provides product usage guidelines, handles customer complaints and
returns, and utilizes customer feedback for continuous improvement. This includes providing
support materials, resolving issues, and incorporating customer insights into product enhancements.

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i) Sustainability and Social Responsibility: Unilever places a strong emphasis on sustainability and
social responsibility throughout its value chain. This includes responsible sourcing, environmental
stewardship, community initiatives, and the pursuit of sustainable packaging and manufacturing
practices.

j) Innovation and Continuous Improvement

Unilever fosters a culture of innovation and continuous improvement across its value chain. It invests in
research, leverages technology, and embraces feedback to drive product innovations, enhance
operational efficiency, and meet evolving consumer needs.

By effectively managing each stage of its value chain, Unilever aims to deliver high-quality products,
create value for stakeholders, and achieve its sustainability and business goals.

Process Map for Dove Beauty Bar

A process map is a visual representation of the steps involved in a particular process. Here is a broad
description of the process map for the Dove Beauty Bar:

1) Research and Development

a) Market research and consumer needs analysis: Unilever conducts comprehensive market research to
understand current market trends and consumer preferences. Through surveys, focus groups, and
data analysis, Unilever gathers insights into customer needs, preferences, and emerging trends. This
research helps Unilever identify gaps in the market and tailor their product offerings, including the
Dove Beauty Bar, to meet consumer demands effectively.
b) Formulation development: Based on the findings from market research and consumer needs analysis,
Unilever's research and development teams work on developing new formulations for the Dove
Beauty Bar. This involves formulating the right combination of ingredients, considering factors like
skin type, desired effects, and sustainability aspects. The goal is to create a unique and effective
formulation that addresses specific customer needs and aligns with Unilever's quality and
sustainability standards.
c) Testing and validation: Once the new formulation for the Dove Beauty Bar is developed, Unilever
conducts rigorous testing and validation processes. This involves both laboratory testing and
consumer trials to ensure the efficacy and safety of the product. The testing phase assesses factors
such as product performance, skin compatibility, durability, and adherence to regulatory standards.

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 Through these tests, Unilever ensures that the Dove Beauty Bar meets the highest quality standards
and delivers the intended benefits to customers.

2) Raw Material Sourcing

a) Identify required raw materials: Unilever's procurement team identifies the necessary raw materials
required for manufacturing the Dove Beauty Bar. This includes identifying key ingredients such as
oils, fragrances, additives, and other components that contribute to the product's formulation and
quality.
b) Source raw materials from approved suppliers: Unilever establishes relationships with approved
suppliers who provide high-quality raw materials. These suppliers are carefully selected based on
their ability to meet Unilever's quality standards, supply consistency, and adherence to responsible
sourcing practices.
c) Ensure sustainability and traceability: Unilever places a strong emphasis on sustainability and
traceability in its raw material sourcing process. The company strives to source raw materials from
suppliers who follow sustainable practices, such as responsibly managing resources, promoting fair
trade, and minimizing environmental impact. Unilever also prioritizes traceability, ensuring
transparency in the supply chain to trace the origins of raw materials and ensure ethical sourcing.

3) Manufacturing

The manufacturing process plays a crucial role in transforming the sourced raw materials into the final
Dove Beauty Bar product. Here is a detailed explanation of the key steps involved:

a) Blending and mixing raw materials: In this step, the sourced raw materials, including oils,
fragrances, additives, and other components, are carefully combined according to the formulated
recipe. The blending and mixing process ensures that the ingredients are evenly distributed and
integrated, creating a homogenous mixture that forms the basis of the Dove Beauty Bar.
b) Extrusion and molding of the beauty bars: Once the raw materials are blended and mixed, the next
step involves shaping the mixture into Dove Beauty Bar forms. This is achieved through extrusion
and molding processes. The blended mixture is extruded into a long, continuous shape, similar to a

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 soap log, and then cut or molded into individual Dove Beauty Bars. This step gives the bars their
distinctive shape and size.
c) Quality control checks at each stage: Quality control is an integral part of the manufacturing process
to ensure consistent quality and adherence to standards. Unilever conducts inspections and tests at
various stages to monitor and verify the quality of the Dove Beauty Bars. This includes both visual
inspections and rigorous laboratory testing. Quality control checks may involve assessing factors
such as color, texture, fragrance, durability, and compliance with safety and regulatory standards.

4) Packaging

Packaging involves designing, wrapping, and labeling the Dove Beauty Bars to ensure their protection,
presentation, and compliance with regulatory requirements. Here is a more detailed explanation of the
key steps involved:

a) Design packaging materials and formats: Unilever's packaging team focuses on creating visually
appealing and sustainable packaging designs for the Dove Beauty Bars. This includes selecting
appropriate packaging materials, such as cardboard or recyclable plastics, and designing packaging
formats that align with the brand's aesthetic and sustainability goals. The packaging design aims to
attract customers, convey product information, and reflect the brand identity.
b) Package the Dove Beauty Bars: Once the packaging materials and formats are finalized, the Dove
Beauty Bars are wrapped or enclosed in the chosen packaging materials. This step ensures that the
bars are protected from external factors such as moisture, contaminants, and physical damage during
transportation and storage. The packaging also enhances the convenience and usability of the
product for customers.
c) Labeling and quality assurance: In this step, labels containing necessary information, such as product
name, ingredients, usage instructions, and regulatory compliance statements, are attached to the
packaging. These labels help customers make informed decisions and ensure compliance with
labeling regulations. Additionally, final quality checks are conducted to verify that the packaging is
intact, the labels are properly applied, and the overall presentation meets Unilever's quality
standards.
5) Distribution and Logistics

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Distribution and logistics involves the efficient movement of packaged Dove Beauty Bars from
manufacturing facilities to distribution centers and eventually to retail locations.

a) Transportation to distribution centers: Once the Dove Beauty Bars are packaged, Unilever arranges
transportation to move the products from manufacturing facilities to distribution centers. This
involves selecting appropriate transportation modes, such as trucks, ships, or planes, based on factors
like distance, volume, and urgency. Unilever ensures that the transportation process is well-
coordinated and efficient to minimize transit times and maintain product integrity during transit.
b) Warehousing and inventory management: At distribution centers, the packaged Dove Beauty Bars
are stored in warehouses. Warehousing plays a crucial role in ensuring product availability and
efficient inventory management. Unilever manages inventory levels by monitoring stock levels,
tracking product movement, and implementing inventory control techniques like just-in-time (JIT) or
first-in, first-out (FIFO) to optimize storage space and minimize carrying costs.
c) Timely delivery to retail locations: Once the Dove Beauty Bars are stored in distribution centers,
Unilever coordinates the logistics to ensure timely delivery to retail locations worldwide. This
involves planning and executing distribution routes, optimizing delivery schedules, and collaborating
with transportation providers to meet delivery deadlines. Unilever ensures that the products reach
retail locations in a timely manner, allowing customers to access the Dove Beauty Bars when and
where they need them.
6) Marketing and Promotion

Marketing and promotion play a vital role in the success of the Dove Beauty Bar by creating awareness,
generating demand, and building brand loyalty.

a) Developing marketing campaigns: Unilever's marketing team creates strategic marketing plans to
promote the Dove Beauty Bar. This involves conducting market research to understand consumer
preferences, identifying target markets, and developing messaging and positioning strategies. The
team determines the unique selling propositions of the product, sets marketing objectives, and
formulates comprehensive campaigns to effectively communicate the value and benefits of the Dove
Beauty Bar to the target audience.
b) Execute advertising and promotional activities: Once the marketing campaigns are developed,
Unilever executes advertising and promotional activities to create brand awareness and drive product
demand. This includes implementing advertising campaigns across various media channels, such as

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 television, print, and online platforms, to reach a wide audience. Unilever may also engage in
partnerships and endorsements with celebrities or influencers who align with the brand's values and
target market. Additionally, promotional activities like sales promotions, sampling, and loyalty
programs are executed to incentivize consumers to try and purchase the Dove Beauty Bar.
c) Digital marketing initiatives: In today's digital era, Unilever leverages digital channels to reach and
engage with the target audience effectively. This includes utilizing social media platforms, search
engine marketing, content marketing, and email marketing to create brand awareness, engage
consumers, and drive online sales. Unilever's digital marketing initiatives focus on delivering
personalized messaging, interactive content, and targeted advertisements to capture the attention and
interest of the digitally connected consumers.
7) Sales and Customer Service

Sales and customer service focus on building strong relationships with retailers and providing excellent
support to customers.

a) Retailer interactions and product placement: Unilever collaborates with retailers to ensure proper
product placement and visibility. This involves working closely with retailers to understand their
store layout, target audience, and customer preferences. Unilever's sales team engages in regular
interactions with retailers, providing them with product information, marketing materials, and
assistance in setting up attractive product displays. The goal is to enhance the visibility and
accessibility of the Dove Beauty Bar, increasing its chances of being noticed and purchased by
customers.
b) Addressing customer inquiries and concerns: Unilever's customer service team plays a vital role in
addressing customer inquiries and concerns promptly. They serve as the primary point of contact for
customers, whether through phone, email, or online platforms. The team is trained to respond to
customer queries, provide product information, offer solutions to issues or complaints, and ensure
customer satisfaction. By addressing customer inquiries and concerns in a timely and efficient
manner, Unilever aims to build trust and loyalty among its customers.
c) Collecting customer feedback: Unilever actively gathers feedback from customers to understand
their needs, preferences, and perceptions of the Dove Beauty Bar. This can be done through various
channels, such as surveys, focus groups, online reviews, and social media monitoring. Customer
feedback is carefully analyzed and used to identify areas for improvement, product enhancements,

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 and new product development. By incorporating customer feedback into decision-making processes,
Unilever continuously improve the Dove Beauty Bar to better meet customer expectations.

8) After-sales Support

After-sales support is a crucial aspect of the value chain that focuses on providing assistance and
resolving issues for customers after they have purchased the Dove Beauty Bar. Here is a more detailed
explanation of the key steps involved:

a) Product usage guidelines and support materials: Unilever provides detailed usage guidelines and
supporting materials to enhance the customer experience with the Dove Beauty Bar. This includes
creating user manuals, instructional videos, online resources, or product inserts that provide clear
instructions on how to use the product effectively. These materials aim to educate customers on the
proper application, usage, and benefits of the Dove Beauty Bar, ensuring they get the most out of
their purchase.
b) Handling customer complaints and returns: Unilever places significant importance on addressing
customer complaints and facilitating returns or exchanges when necessary. The customer service
team is trained to handle customer inquiries, complaints, and issues with empathy and efficiency.
They work closely with customers to understand their concerns, provide appropriate solutions, and
initiate returns or exchanges in cases where customers are dissatisfied with their purchase. Unilever
aims to resolve customer complaints promptly and ensure a positive resolution to maintain customer
satisfaction.
c) Continuous improvement based on customer feedback: Unilever actively utilizes customer feedback
to drive product improvements and enhance customer satisfaction. Feedback received from
customers regarding the Dove Beauty Bar is carefully analyzed and used to identify areas for
enhancement. Unilever's product development and research teams incorporate this feedback to
improve product formulation, address any shortcomings, and meet evolving customer needs. By
leveraging customer insights, Unilever strives for continuous improvement, ensuring that the Dove
Beauty Bar remains aligned with customer expectations.

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 Process Performance Indicators

Process performance indicators are metrics used to assess the effectiveness and efficiency of a particular
process. Here are six key performance indicators (KPIs) for the Dove Beauty Bar:

1. Manufacturing Cycle Time: Measures the time taken to produce a batch of Dove Beauty Bars,
indicating the efficiency of the manufacturing process.

2. Quality Assurance Rate: Measures the percentage of Dove Beauty Bars that pass the quality control
checks, indicating the effectiveness of manufacturing and ensuring consistent product quality.

3. On-time Delivery: Measures the percentage of Dove Beauty Bar orders delivered on time, reflecting
the efficiency of the distribution and logistics process.

4. Market Share: Measures the percentage of the beauty bar market captured by Dove, reflecting the
effectiveness of marketing and promotional efforts.

5. Customer Satisfaction Index: Measures customer satisfaction through surveys or feedback, reflecting
the overall effectiveness of the sales, customer service, and after-sales support processes.

6. Sustainability Metrics: Measures the environmental impact of the Dove Beauty Bar production and
packaging processes, such as carbon emissions, water usage, and waste generation, reflecting
Unilever's commitment to sustainability.

Effectiveness and Efficiency KPIs

Effectiveness and efficiency of the KPIs:

1. Manufacturing Cycle Time:

Effectiveness: The manufacturing cycle time KPI is effective in assessing the efficiency of the
manufacturing process. A shorter cycle time indicates higher efficiency, as it signifies that Dove Beauty
Bars are being produced in less time, minimizing production delays and bottlenecks.

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Efficiency: The manufacturing cycle time KPI directly measures the efficiency of the manufacturing
process. By reducing the time taken to produce a batch of Dove Beauty Bars, the process becomes more
streamlined and cost-effective.

2. Quality Assurance Rate:

Effectiveness: The quality assurance rate KPI is effective in assessing the effectiveness of the
manufacturing process. A higher rate indicates that the manufacturing process consistently produces
high-quality Dove Beauty Bars, meeting the required standards and ensuring customer satisfaction.

Efficiency: While the quality assurance rate primarily focuses on effectiveness, it indirectly contributes
to efficiency. By maintaining a high rate of passing products, the manufacturing process avoids rework,
reduces waste, and minimizes the need for additional quality control efforts, leading to improved
efficiency.

3. On-time Delivery:

Effectiveness: The on-time delivery KPI is effective in assessing the efficiency of the distribution and
logistics process. A higher percentage of on-time deliveries indicates that the process is effective in
meeting customer expectations and ensuring timely availability of Dove Beauty Bars in the market.

Efficiency: The on-time delivery KPI directly measures the efficiency of the distribution and logistics
process. By delivering orders on time, unnecessary delays and costs associated with late deliveries can
be minimized, leading to improved efficiency.

4. Market Share:

Effectiveness: The market share KPI is effective in assessing the effectiveness of marketing and
promotional efforts. A higher market share indicates that Dove Beauty Bars are capturing a significant
portion of the beauty bar market, reflecting successful marketing strategies and customer preference.

Efficiency: While market share primarily focuses on effectiveness, it indirectly relates to efficiency. A
higher market share suggests that the marketing efforts are efficiently reaching and persuading the target
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audience, maximizing the return on investment and minimizing wasteful spending on ineffective
campaigns.

5. Customer Satisfaction Index:

Effectiveness: The customer satisfaction index KPI is effective in assessing the overall effectiveness of
the sales, customer service, and after-sales support processes. By measuring customer satisfaction
through surveys or feedback, it provides valuable insights into how well these processes are meeting
customer expectations.

Efficiency: The customer satisfaction index indirectly reflects the efficiency of the sales, customer
service, and after-sales support processes. High customer satisfaction often indicates efficient and
effective handling of customer inquiries, prompt issue resolution, and streamlined after-sales support
processes, leading to improved efficiency.

6. Sustainability Metrics:

Effectiveness: The sustainability metrics KPI is effective in assessing Unilever's commitment to

sustainability. By measuring the environmental impact of the Dove Beauty Bar production and
packaging processes, it helps evaluate the effectiveness of sustainability initiatives and identifies areas
for improvement.

Efficiency: The sustainability metrics KPI indirectly relates to efficiency by identifying opportunities to
optimize resource usage and reduce environmental impact. By monitoring and managing carbon
emissions, water usage, and waste generation, the manufacturing and packaging processes can become
more efficient, minimizing resource waste and operational costs.

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