Unilever allots P1B for marketing activities

Food and personal care manufacturing giant Unilever Philippines announced it will be spending at least P1 billion this year for its marketing activity.

In an interview, Sanjiv S. Mehta Unilever chairman and chief executive officer (CEO) said their capital expenditure for next year will be at least P1 billion to promote the company products.

“This is a sort of business wherein marketing is very important. In fact, a big part of the expenses is allocated for marketing,” Mehta said.

Mehta said marketing is vital in order to move consumer products like shampoo, laundry soap and ice cream.

He identified laundry and hair care as the two biggest markets in the country.

Last year, Unilever launched a new anti-dandruff shampoo Clear.

According to Mehta, the launch of the new anti-dandruff shampoo Clear has boosted Unilever’s standing. Currently, the newly introduced Clear shampoo enjoys a 12-percent market share. Mehta said he is optimistic the consumer base of Clear shampoo will grow more next year.

Aside from bringing in more revenues, he said the successful launch of Clear shampoo meant that the brand has eaten some of the market share of the competition.

Unilever likewise produces Sunsilk and Vaseline Shampoo.

For laundry products, Unilever produces Surf and Comfort.

Mehta said their strategy is to develop the entire industry instead of just concentrating on their own products. “I would rather have a smaller share of a big pie than a big share of a smaller pie,” Mehta explained.

An example Mehta cited was the conditioner market. He said the market penetration of conditioner is only 20 percent. Creating more awareness for conditioner will open new opportunities for all conditioner manufacturers not just Unilever.

Unilever has an annual sales of over P24 billion and employs over 2,000 workers nationwide.