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Unilever Doubles Down On “Bigger, Better And Faster” Innovation And Sustainable Growth

February 3, 2011: 12:26 AM EST

Unilever is seeing benefits of its improved innovation process with 33% of sales coming from products launched in the last two years, a record for the company.  Mike Polk Unilever’s president of foods, home and personal care says that the “step change” in innovation means they are “doing things bigger, better and deploying them faster into more markets.”  The company is also aggressively supporting launches and increased marketing spend over 6% to €5.6bn last year, making the largest advertiser behind P&G. Unilever sees its commitment to sustainable growth and its plan to double sales without incrementally impacting the environment as driving its R&D effort. And in a marketing shift, the company will start to promote alongside its product brands its corporate brand which it sees as a trusted asset.

Rosie Baker, "Unilever commits to “bigger, better and faster” innovation", Marketing Week, February 03, 2011, © Centaur Communications Ltd
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