Global marketing and 'segments of one'

Unilever is continuing to expand its product portfolio with acquisitions in global markets. Yet it also sees its marketing future as 'segments of one'.

Two recent acquisitions:

• In Brazil, Unilever acquired the organic/natural food company Mãe Terra. Not only is this company growing rapidly year after year, it gives Unilever added strength in natural and organic food products.
• In South Korea, Unilever acquired the cosmetics firm Carver Korea. The goal is to accelerate growth in Asia and in a product category that experiences high demand.

Earlier in 2017, Unilever refused a takeover bid by Kraft Heinz. Now the marketing strategy focuses on five elements: consumers, connections (with consumers, in real time), content (beyond advertising), community (building relationships) and commerce (new ways to engage throughout the buying process). 

In particular, Unilever is moving toward 'segments of one' and the idea that its brands must be 'relevant, tailored and personal' rather than mass-marketed. This means making sure that mobile experiences and search experiences for consumers are as convenient and informative as possible.