AZ ZAHRA MADANIAH HAFIFAH (7311420140)
NADHIFATUL KHOLIFAH (7311420141)
ARYA NAKULA SANTOSO (7311420142)
ANISA SULISTYOWATI (7311420144)
FEFFI AMELIA PUTRI (7311420145)
RAFFI HEMAS ANGGGORO (7311420146)
MUHAMMAD BINTANG MAHARDIKA (7311420147)
SYADAD HILMI MAULA AS-SHIDDIQY (7311420148)
A.
Company History
PT Unilever Indonesia
Tbk, is part of the unilever group, one of the largest companies in the world
in the field of basic goods. Unilever is an Anglo-Dutch joint venture, has
headquarters in London and Rotterdam, and has a workforce of 300,000 and
operates in around 75 countries.
Unilever Indonesia was
first established on December 5, 1933 under the name "Lever's
Zeepfabrieken NV" which is located in the Angke area, North Jakarta based
on a deed from Mr. AH van Ophuijsen, notary in Batavia. This deed was approved
by General Geoual van Nederlandsch-Indie, registered at Raad van Justitie in
Batavia on 22 December 1933 and published in the Javasche Courant on 9 January
1934.
On 22 July 1980, the
company changed its name to "PT Unilever Indonesia". The name changed
again on June 30, 1997 to become "PT Unilever Indonesia Tbk". The
marketing office for PT Unilever Indonesia is based in Jakarta, while the eastern
region is in Surabaya.
On 22 November 2000, Unilever
Indonesia entered into an agreement with PT Anugrah Indah Pelangi, to establish
a new company, namely PT Anugrah Lever (PT AL) which is engaged in the
manufacturing, development, marketing and sales of soy sauce, chili sauce and
other sauces under Bango and other brands under company license for PT AL.
Two years later, on July 3, 2002,
Unilever Indonesia again entered into an agreement with Texchem Resources
Berhad to establish a new company, namely PT Technopia Lever, which is engaged
in the distribution, export and import of goods under the Domestos Nomos
trademark. On November 7, 2003, Texchem Resources Berhad entered into a share
sale and purchase agreement with Technopia Singapore Pte. Ltd, in which Texchem
Resources Berhad agreed to sell all of its shares in PT Technopia Lever to
Technopia Singapore Pte. Ltd.
At the company's Extraordinary
General Meeting on December 8, 2003, Unilever Indonesia received approval from
its minority shareholders to acquire shares of PT Knorr Indonesia (PT KI) from
Unilever Overseas Holdings Limited (a related party). This acquisition became
effective on the date of the signing of the share sale and purchase agreement
between the company and Unilever Overseas Holdings Limited on January 21, 2004.
On July 30, 2004, Unilever Indonesia joined PT KI. Mergers
are accounted for using a method similar to the pooling of interests method.
The company is a company that survives and after the merger PT KI no longer
exists as a separate legal entity. This merger is in accordance with the
approval of the Investment Coordinating Board (BKPM) in letter No. 740 / III /
PMA / 2004 dated 9 July 2004.
In 2007, the company signed a conditional agreement to
purchase the “Buavita” and “Gogo” brands of fruit-based Vitality drinks from
Ultra. The transaction was completed in January 2008
B. Company Organization
Unilever has a product type
divisional organizational structure. The organization is divided into
components based on their product focus. For example, the company has a
division for personal care products and another division for home care
products. The following are the main characteristics of Unilever's
organizational structure:
1.
Product type divisions (most significant feature)
2.
Corporate Executive Teams
3. Geographic divisions
(least significant feature)
·
Business Management
Unilever's corporate
structure is responsible for ensuring adequate support for product innovation
in the firm's global business. A company's organizational structure or corporate
structure is the design that defines the arrangement and systems used to build
and interconnect various organizational components, such as offices and teams.
Unilever's organizational structure adapts to changes in the consumer goods
industry and global market. At present, the company maintains a structure that
addresses corporate needs in terms of managing product types across the world.
As a leading consumer goods firm, Unilever has an organizational structure that
suitably supports diversified global operations.
With an organizational structure
that enables effective product development, Unilever continues its position as
one of the biggest consumer goods companies in the world. Such organizational
structural design ensures Unilever's continuing success despite the complexity
of its global operations.
·
Features of Unilever's Organizational
Structure
Unilever has a product
type divisional organizational structure. The organization is divided into
components based on their product focus. For example, the company has a
division for personal care products and another division for home care
products. The following are the main characteristics of Unilever's
organizational structure:
1. Product type
divisions (most significant feature)
2. Corporate Executive
Teams
3. Geographic
divisions (least significant feature)
·
Product Type Divisions.
A product type division functions as a unit that
enables Unilever to manage the development, manufacturing, distribution and
sale of its consumer goods. For example, corporate managers use this feature of
the organizational structure to match markets needs with appropriate products.
An advantage of this structural characteristic is its facilitation of the
company's efforts to apply product differentiation, which is Unilever's
generic strategy for competitive advantage. This corporate structure is
beneficial, especially because the company already has a diverse portfolio of
products. Unilever maintains the following product type divisions in its
organizational structure:
1. Personal Care
2. Foods
3. Home Care
4. Refreshment
·
Corporate Executive Teams.
Corporate teams are a secondary characteristic of
Unilever's organizational structure. This structural feature is based on
business functions. For example, Unilever has a team for finance and another
team for marketing communications. These teams make up the Unilever Leadership
Executive (ULE) group. The following are the corporate executive teams in
Unilever's organizational structure:
1. Chief
Executive
2. Human
Resources
3. Research
& Development
4. Supply Chain
5. Refreshment
6. Personal Care
7. North America
8. Home Care
9. Finance
10. Legal
11. Foods
12. Marketing &
Communications
13. Europe
·
Geographic Divisions.
Geographic divisions are a minor feature of
Unilever's organizational structure. The company uses this structural
characteristic to support regional strategies. For example, Unilever's
marketing strategies for Europe are different from strategies applied for Asian
consumer goods markets. Also, this corporate structure feature is used to
analyze the company's financial performance. The following geographic divisions
are maintained in Unilever's organizational structure:
1. Asia / AMET /
RUB (Africa, Middle East, Turkey; Russia, Ukraine, Belarus)
2. The Americas
3. Europe
C. Product
Broadly speaking, PT Unilever's
products are divided into 2 categories, namely:
a.
Home and Personal Care Products
1). Fabric cleaning: Rinso and
Surf
2). Fabric Conditioners: Molto and
Molto Pure
3). Personal wash: Lux Skin Care,
Lux Beauty, and Lifebuoy
4). Household Care: SuperPell and
Domestos Nomos
5). Hair Care: Lifebuoy, Sunsilk,
and Dove shampoo
6). Oral care: Pepsodent and
CloseUp
7). Mass Skin and Deodorant:
Pond's, Citra, Vaseline, Dove, and Rexona
b.
Foods and Ice Cream
1). Spread and cooking products:
BlueBand
2). Cooking aids: Royco and Bango
3). Beverages: Sariwangi and
Lipton Ice Tea
4). Ice Cream: Walls, Paddle Pop, Magnum
D. Marketing Strategy
·
Strengthens Customer and
Supplier Familiarity
In PT.Unilever Indonesia, most
promotions are carried out through electronic media. However, in everyday life,
the promotions conducted by PT. Unilever Indonesia not only through electronic
media but also through print media, sponsorship, holding events that include
products from PT. Unilever such as Bango soy sauce, Pepsodent, Pantene shampoo,
etc. Because if the promotion is carried out only through electronic media, PT.
Unilever Indonesia did not get optimal benefits. Society in Indonesia consists
of various groups and various social levels. If the company cannot touch the
hearts of all people, then the company cannot develop rapidly. The meaning of
advertisements offered by companies must also be understood by various groups,
because advertising is one way of promotion that can be carried out by
companies in order to obtain optimal benefits
·
Product Differentiation
Products Unilever continues to introduce
the latest packaging, but Unilever maintains the quality of its products.
Whether it's glass bottles, sachets, small bottles and many more packages.
·
Focusing on Market
Opportunities
Unilever products use a customer
information system that is different from others, products enter the market by
promoting their goods in a direct way to the public with real evidence of
quality, for example by holding competitions to the public for comparisons
between products Unilever with other competing products.
·
Advertising
All forms of non-personal presentation
and promotion of ideas, goods or services paid for by a specific sponsor.
·
Sales Promotion.
Short-term incentives to encourage the
desire to try or buy a product or service.
·
Public Relations and
Publicity
various programs to promote and or
protect the company's image or individual products.
·
Direct Marketing
uses letters, telephone, facsimile,
e-mail, and other non-personal means of communicating directly with or
obtaining direct responses from certain customers and potential customers.
However, with the increasing times, market competition is getting tougher, the
development of various types of new media.
Fun fact
1. Unilever
products are used by 2.5 billion people in the world every day.
Without realizing it, the company, which is
headquartered in London, England, has dominated the world in terms of
dependency. It can be seen from the number of product users reaching 2.5
billion per day.
According to data from World
Parameters, today the world's population reaches 7.7 billion. If you pay
attention to these figures, it can be concluded that one in three people in the
world daily use Unilever products with or without realizing it.
It is no wonder that they are one of the most
valuable companies with a Brand Value of US $ 4.4 billion or the equivalent of
Rp.62 trillion, an increase of more than twofold in seven years.
2. There are over 400
brands sold in 190 countries
Unilever has 400 product brands
sold on the market today. The amount is divided into several groups such as
food, drinks, cleaning tools, toothbrushes, beauty products and medical
devices.
In Indonesia, some of the best-selling brands are
Pepsodent, Dove, Sunsilk, Ax, Ponds and Wall's ice cream. In fact, in the same
type of product, this company has more than one brand if you pay attention.
3.
Unilever was originally a margarine and soap
company. Unilever was originally a margarine and soap
company, where this company was the result of a combination of the Margarine
Unie corporation from the Netherlands and Lever Brothers, which previously only
produced soap in the UK.
It was only in 1929 that the two
parties agreed to a merger scheme and Unilever was born as we know it today.
That's an interesting fact about Unilever that is
rarely known. Are you one of the loyal users of their products.
4. Unilever's
profit reached Rp. 797 trillion.
Even though it had to employ that
many people, it was not an obstacle for this company to get fantastic profits.
In 2018 alone, the total amount of money collected
touched 51 billion Euros, equivalent to IDR 797 trillion. That's more than
double the profits of fast food restaurant McDonalds, which posted $ 21
billion.
5.
Committed to being more environmentally friendly
As we know, most of the products
marketed by Unilever in Indonesia use plastics that are not environmentally
friendly. However, the company is committed to using plastic base materials
that have the principles of Reuse, Recycle and Compostable.
All of that will be
carried out in full in 2025 or 5 years. At the same time, this corporation
continues to make efforts to go green to campaign for going green to the world
community.
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