Unilever SWOT Analysis, Competitors & USP

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SWOT Analysis of Unilever with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company



Consumer goods



Tagline/ Slogan

Brands with a Purpose (Social)


Sustainable practices and good brand recall

Unilever STP


Foods, beverages, cleaning agents and personal care products

Target Group

Individuals and households


Positioned as brands with a purpose

Unilever SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Unilever :

1. Operates in nearly 190 countries around the world and hence, has a global footprint combined with top of the mind brand recall

2. Broad portfolio of brands and a diversified product range, positioned to tap into the changing consumer preferences across the world.

3. Research and Development initiatives to bring to the market innovative and cutting edge products in tune and in line with consumer preferences.

4. Flexible pricing and expertise in distribution channels that manage to reach the nook and the corner of the globe.

5. The economies of scale arising from its breadth of operations as well as synergies between its many manufacturing facilities, which totaled 270 locations around the world at last count.

6. Products are globally famous yet retain a distinct local flavor.

7. It has over 170,000+ employees globally

8. Strong and effective advertising and marketing

9. Excellent CSR initiatives have strengthened its position worldwide


1. Substitutable products especially in the emerging markets in Africa and Asia where the rural consumers in the hinterland often use traditional and natural alternatives

2. Cut-throat competition means constant price wars which lead to less margins


1. Globalization and the proliferation of global media

2. Emergence of the health conscious consumer in the developed world.

3. Good track record of social and environment responsibility which appeals to the ethical chic consumer who like to buy and consume products and brands that are responsibly made and sustainably complete.


1. Ongoing global economic crisis

2. Local products as alternatives to its brands

3. Competitive market where the other global giants like P&G and Nestle in addition to a host of local players challenge its dominance in the Trillion Dollar FMCG (Fast Moving Consumer Goods) space.

Unilever Competition


Below are the 6 main Unilever competitors :

1. P & G

2. Kimberley Clark

3. Henkel

4. L’oreal

5. Colgate-Palmolive

6. Nestle

The brandguide table above concludes the Unilever SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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