LyrArc Article Gist
About 41% of Unilever's $53 billion in sales come from developing countries, up from 22% in 1990. In 2006 developing world sales increased by 8%, sales in Europe only 1%, and sales in the USA only 2.4%. This shows the growing significance of developing countries sales to Unilever. With head offices in Rotterdam and London, Unilever was formed from a 1930 merger of a Dutch food company and a British soap company. Unilever has been selling its bar soaps and cooking oils in the Dutch and British Empires, in countries like India, Indonesia, and South Africa since the 1880's. CEO Patrick Cescau is focussed on promoting products in fast growing regions of the world. The management structure is being changed to recruit new and nurture promising managers in countries like India and South Africa. These managers are being trained in western countries to learn new marketing methods, and are being asked to come up with their own new ideas for products from scratch for developing countries with low price points. Its not about adapting existing western products, but dreaming up new ones for low income shoppers. Its introducing a product called Cubitos- miniature bouillion cubes - tailored to low income shoppers in 25 developing markets and their tastes, for as little as 2 cents. The stakes are huge. Its competitors like P&G are doing this in Mexico. Nestle is expanding in Brazil with a new plant dedicated to shoppers making less than $10 a day, and setting up a distribution network to sell to small stores in shantytowns in Latin America. Unilever estimates are that 1.2 billion consumers will buy packaged goods for the first time in 2010, mostly all in the developing world. Detergent sales are soaring in places like India, as shoppers use powders to clean their clothes, moving up from bar soaps. Estimates are that each week 40,000 people in Asia use a washing machine for the first time.