Unilever to focus on exports

Food and personal care manufacturing giant Unilever Philippines will focus on their export markets as the company expects to grow by at least 10 percent this year.

“I will be bringing in a touch of international experience,” newly installed chairman and chief executive officer Fernando Fernandez told reporters Wednesday night.

According to Fernandez, Unilever Philippines will be the production hub of deodorants especially with the opening of its P1.3-billion manufacturing facility in Manila.

The new facility is located beside its existing plant in United Nations Avenue in Manila.

Unilever produces leading deodorant brand Rexona, as well as Axe and Dove.

Majority or 80 percent of deodorants produced will be sold locally while the remaining will be exported.

At the same time, Fernandez said he will work to remain as the biggest player in the hair care industry. “We want double digit growth,” he said.

The increase in Unilever’s market share is a result of the company’s aggressive marketing campaign.

The launch of the new anti-dandruff shampoo Clear has boosted Unilever’s standing.

Aside from bringing in more revenues, the successful launch of Clear shampoo meant that the brand has eaten some of the market share of its leading competitor.

Earlier, Unilever announced it will be spending at least P1 billion in order to repeat last year’s double digit growth.

The capital expenditure for 2008  will be at least P1 billion as it focuses on marketing activitY because it is a sort of business wherein marketing is very important.

 Marketing is vital to move consumer products like shampoo, laundry soap and ice cream.