Unilever Case for students PDF

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Case study of unilever global for students to study and larn hard...

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Unilever How Centegy Helped Unilever in Capturing Growth Across Emerging Markets Challenge With over 25 million under-served mom and pop stores, Asia-Pacific and Africa remains as one of the most complex yet rewarding markets. The largest digitally connected consumer population open avenues for technology and innovations. Considering the business challenges and operational complexities in these emerging markets, Unilever needed an agile solution to increase its reach and unlock opportunities through data-driven insights and streamline secondary sales to nurture their competitive edge. Our Bond with Unilever & Values The business relationship between Centegy & Unilever spans over two decades. Since 2002, we had been partnering with Unilever on legacy solution platform (ULTRA) for distributor operations in Africa and Pakistan. In 2010, Unilever launched the LeverEdge program to align its key markets onto one secondary sales management solution and benefit from the unification of global processes, industry best practices, market standards and KPI’s. Given Centegy’s understanding of Unilever’s business and exposure to key markets, it was selected as one of the vendors to participate in the RFP for global program. During multiple stages of evaluation, Centegy’s DMS has competed against the other globally recognized secondary sales solutions. But Centegy’s solution offerings differentiated based on the features and robustness to manage complex business scenarios, which resulted in selection by Unilever as their solution of choice in Africa and AsiaPacific. Solution Under Unilever’s LeverEdge program, both organizations focused on digitizing the secondary sales value chain with the implementation of a unified systems for distribution management (DMS) and integrating it with other solution platforms. This provided control and real-time visibility of secondary sales, consumer trends, trade promotions, claims settlement, distributor inventory, market demand and fulfilment. In addition to the standard system features, some of the industry disruptive tech innovations that has been successfully executed under Unilever’s LeverEdge program in Asia-Pacific and Africa are listed below:     

Integrated with Gojek in Indonesia to automate sales order delivery and fulfillment process Provided e-RTM platform of B2B retailer ordering through App by Trade Depot in Nigeria Payment channel integration (FinTech) with M-Pesa in Kenya e-Credit facility provided to enhance outlet’s purchase power through Master Card in Africa Enhanced the business intelligence and data analytics capabilities with AWS data lake integration

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Taxation, legal and fiscal compliance with local government regulatory bodies in Indonesia and Uganda.

The Benefits In addition to the business process benefits, the ability to roll out changes faster to meet the needs of the market has been called out as a significant benefit. Some of the other key benefits that have accrued to date are:     

Integration with SAP provided centralized management of master data Effective execution and increased control on brand and trade promotions for outlets Technology and business process optimization driving efficient distributor operations Provides accurate and reliable data insights to improve distributor and sales force productivity A unified platform for tech and business stakeholders across HPC, Ice-Cream and Food Solutions

Lessons Learned The ability to execute a business transformation program of this nature, especially across multiple continents in a multi-vendor environment calls for what has been built as a ‘ONE Team’ approach. Unilever set about this program with the philosophy that all vendors (Business Partners), Unilever and distributors are ONE team. This was meticulously planned by Unilever and was probably the biggest driver of achieving such stringent targets in a short span of time

Infographics No. of DTs – 2,500+ No. Countries – 18 Multilingual – English, Bahasa, Burmese, Portuguese, French, System Users - 30,00+...