Unilever to End Marketing Food & Beverages to Children: Can it drive a Change?
| Case Code: MKTG448
Case Length: 12 Pages
Pub Date: 2023
Teaching Note: Available
| Price: Rs.300
Organization : Unilever plc
Countries : United Kingdom
Themes: Marketing Strategy, Social Responsibility, Social Marketing
Abstract Case Intro 1 Case Intro 2 Excerpts
Purpose Beyond Profit
When Polman was appointed CEO, Unilever’s fiscal growth was at risk due to the global economic recession. Polman’s vision was to make Unilever a “truly purpose-driven company”. He made sustainability the core of the company’s corporate strategy, embedding it in every stage of the value chain..
Unilever had clearly defined principles that guided communications with consumers – building trust through responsible marketing, ensuring the safety of products, protecting consumer rights, and communicating openly through multiple channels..
Crackdown on Unhealthy Food Marketing
In April 2022, Unilever updated its global principles for responsible marketing to children, thereby raising the standards for a growing digital world..
Can unilver lead the way?
Following the announcement of Unilever’s decision to end marketing to children, some analysts wondered whether the move would have any impact on the revenues of the company as a major part of its customer segment were children. Others, however, were convinced that the decision would not make much of a dent in the sales of such products for a giant like Unilever. .
Exhibit I: Unilever: Key Financials (2019 to 2021)
Exhibit II: Unilever Sustainable Living Plan: Goals and Achievements (2010-2020)
Exhibit III: Unilever’s ‘Responsibly Made for Kids’ Promise
Exhibit IV: Unilever’s Principles on Responsible Food & Beverage Marketing to Children
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