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K6221 Business Intelligence
   Unilever US – Lipton Risks
         Management

               Sesagiri Raamkumar Aravind
               Mane Shivaji Dilip Kumar
               Balasubramaniam Divya
               Thangavelu Muthu Kumaar
               Selvaraju Nirmala
Agenda
• Unilever
  – Introduction and Statistics
• Lipton
  – Overview and Statistics
• Lipton Supply Chain
• Risks Management
   – Risk Map
   – Key Risks
   – BI Solutions and Mitigations
Unilever – Overview
• Multinational Consumer Goods Company started in year 1930.

• World’s third largest Consumer goods

• Products sold in more than 180 countries

• Dual Listed Company ( Unilever NV + Unilever PLC)

• Both Unilever Shares are listed on New York Stock exchange

• More than 400 brands which includes 13 one billion euro brands.

• Lipton is one among them.




Source - http://www.unileverusa.com/Images/ir_Introduction_to_Unilever_March2011_tcm23-226573.pdf
http://en.wikipedia.org/wiki/Unilever#Products
Lipton
• Established in 1893 as Thomas J Lipton Co

•Lipton was completely acquired by Unilever in the year 1972.

•Lipton is now the leading tea brand in the world

•1964 - Lipton Iced Tea mix introduced in the US which forms the major share of
their sale today.

•There are more than 11 major varieties of Lipton tea with Iced Tea having 85%
share in US.

•1991 – Unilever created a joint venture with Pepsi Co for the marketing of
Ready to Drink

   Source:unilever website

Source - http://www.liptont.com/index.aspx
http://en.wikipedia.org/wiki/Lipton
Regional, Divisional and                                   Sales vs YOY Growth % vs
         Lipton Sales(in mil Euros)                                     Net Profit Margin %
          15500                                          3500                     16                                                      48000
                                                                                  14
          15000                                                                                12.4                                       46000
                                                         3000                     12
          14500                                                                   10                                      9.6          9.2 44000
                                                         2500                                                8.5
          14000                                                                    8
                                                                                   6                                                      42000
          13500                                          2000
                                                                                   4
          13000                                                                                                                           40000
                                                         1500                      2

          12500                                                                    0
                                                                                                                                          38000
                                                         1000                     -2
          12000
                                                                                  -4                                                      36000
                                                         500                            2008          2009         2010         2011
          11500
                                                                   Sales(in mil Euros) 40523          39823        44262        46467
          11000                                          0
                    2008      2009    2010      2011               Global YOY
                                                                    Growth%             0.8           -1.7         11.1          4.9
   Icecream
                    2521      2478    2840      2890               US YOY Growth%       -2.21         -1.7         14.6          4.4
Beverages in US
                                                                   Lipton YOY
  Approximate                                                                            1.4          -1.65        14.5         1.72
                    1027      1010    1157      1177                Growth%
Revenue of Lipton
                                                                   Net Profit Margin%   12.4           8.5          9.6          9.2
US                  12967    12743    14606    15251



                            •US zone accounts to 32.82 % of Total Sales of Unilever
                                  •Ice-cream & Beverages accounts to 18.94 % of US Division
                                         •Lipton contributes to 40.72 % of its Food Division


              Unilever attributes its dip in 2011 Net Profit Margin % to rise in cost of raw materials - Bloomberg
US - Lipton and Competition
                                                      Bottled Water is
                                                    the fastest growing
                                                          beverage
                                                         category!!!

                                            79%

                                                  3%%4%% 7%%      7%%




Soft Drinks and Alternative Beverages
generate retail sales of over 70$ billion




Lipton has been leading the market by
introducing innovative products such
as dieting and flavored teas backed up
by smart spending on Rainforest
Alliance to gain access to non-
auctioned tea - Teaconomics
Lipton vs Competitors in Google Trends
Unilever Tea Plantations
 Global Tea Plantations                                                 8




                     4.30%   1.90%
             2.20%                            UV Plantation- Kenya
             3.10%                            UV Plantation- India
     2.00%                                    UV Plantation- Tanzania
                                              China
                 7.90%               30.40%
                                              Taiwan
        2.20%
                                              Japan
        2.00%
                5.20%                         Srilanka
                                              Korea
                                              Nepal
                                     14.40%
                                              Vietnam
                        24.40%
                                              India
Major Tea Plantation Countries
Lipton Supply Chain
                                   Tea
                                                                        Quality Assurance   Packaging
                                                  Information Systems

              Research & Development



                                                                          Manufacturing
  Suppliers                                                                                                Marketing
                         Warehouse                      Suf                                 Distribution
                                                        folk
                                       Shipping
                                                       Suffolk,
                                                       Virginia
                                                                            Inventory
                                                                                                           Sales
    UV
Plantations
                                 Manufacturing


                                                                                                    Consumers Endpoints
Challenges in Tea Industry




•Auctioning & Brokering process is dominated by the big players including
Unilever.

•Deforestation in certain countries for growing new Tea plantations.

Due to the lack of global governance initiatives, there is no international
platform to bring together major global players to improve the
social, environmental and economical conditions of tea producers worldwide.
Lipton SWOT Analysis
                •   Owned by Unilever.
                •   Long history in tea manufacturing industry.
                •   Extensive knowledge of local culture and tastes.
                •   Wider product range with technological superiority, e.g.
                    Brooke Bond’s hot tea can.                                            Unilever                   Brand extensions
                •   Alliance with Rainforest Organisation.                             Health Benefits
Strengths
                •   Single point of tea distribution in US from Suffolk.
                                                                                                                 Geographical distance from
                                                                                     Rainforest Alliance          Tea Plantation countries
                •   Strong financial position.
                •   Increased health consciousness among US population                Strong cash flow              Constantly changing
                    and health benefits of tea such as herbal and green tea is         Market Share                  Consumer needs
                    another major cause.
                •   Supply Chain Management.

                •   Having too many brand extensions can dilute and
                    confuse consumer perception and give fresh and new
Weaknesses
                    competitors to seize market share.
                                                                                                            Lipton
                •   Political unrest in certain plantation country
                                                                                                            SWOT
                •   Alliance with Pepsi to access massive distribution
                                                                                                           Analysis
                    network. Presence of big, well known partners drives
                    demand further.
                •   Technology advancements in manufacturing.
Opportunities
                •   Greater awareness of health benefits of tea.
                •   New varieties of tea drink flavours can be launched                                         Overcrowded market resulting
                                                                                     Alliance with Pepsi
                    particularly in the Ready to Drink segment.                                                  in DEMAND REDUCTION
                                                                                 Greater awareness of health
                •   Acquisitions of companies in developing markets.                                              Presence of other global
                                                                                        benefits of tea
                                                                                                                           players
                •   Overcrowded and small market with about 200 other             Newer Tea drink flavours
                                                                                                                    Increasing Tea Prices
                    brands which might cause significant demand reduction.               Acquisitions
                •   Presence of other major players such as Coca-Cola and                                           Fluctuating Economy
                    Nestle leading to tough competition.
Threats         •   Competition from local competitors
                •   Indirect completion from other energy drinks like
                    Redbull which could eat into Lipton’s market share.
                •   Increasing Tea prices
                •   Fluctuating Economy
Lipton PEST Analysis
Lipton Risk Map




              Generated using
Identified Risk Events/Factors
                                                                                                                         Business
Rank                                                  Risk Event                                            Likelihood    Impact
 1     Difficulty in Investments, expansions in D & E markets with forex fluctuation                          High         High
 2     Market capture by competitors through product changes and new partnerships                           Medium       Very High
 3     Change in customer needs and Lack of Process innovation                                              Medium         High
       Political unrest(Frequent violence, Political Unrest, mass strikes ,rallies and Uncertain worker
 4     movement or activities) in plantation country                                                        Medium         High
 5     Disruption in operational capability of production and distribution                                     Low       Very High
 6     Inflation in labour cotsts                                                                           Medium       Medium
 7     Stragetic partnerships and alliances breakdown(Pepsico-Lipton)                                          Low       Very High
 8     Corruption and collusion among supply chain and plantation country governments                          Low         High
 9     Low standards of working and living conditions(ex:exploitation) in tea plantations                     High         Low
 10    Uncertainity of weather patterns, water scarcity and natural calamities                                 Low         High
 11    Decline in beverage consumption during recession periods                                                Low       Medium
       Inability to meet company's goal to source the tea in all Lipton tea bags from Rainforest Alliance
 12    Certified™ estates by 2015                                                                             High         Low
 13    Competitors influence the brokers in the tea auction market to favour their bid.                        Low       Medium
 14    Health issues raised by activists based on scientific discoveries                                       Low       Medium
 15    Failure to realize digital advetising ROI                                                               Low         Low
 16    Inefficient idea-to-market process lifecycle                                                            Low         Low
 17    5-10% of labourers are child labours in Tea Plantations                                                High       Very Low
       Exaggerated and misleading promotional campaigns - (MISBRANDING) with unproved and
 18    questionable health facts                                                                            Medium       Very Low
 19    Unexpected downtime with Sirius(SAP based) and Mountain internal info systems                        Very Low     Medium
 20    Non-conformance to Sustainability plan                                                               Very Low       Low
Risk Classification
 Risk Type                       Description
                    Lack of formal procedures, lack of quality
Procedure Risks                    control system
                     Bureaucracy, lack of authority, lack of
Decision Risks                    decision support
Communication        Cultural differences, language barriers,
    Risks                        misunderstanding
  Knowledge         Lack of formal education, lack of training,    Very High
    Risks                          unskilled labor

                  Disruption of supply, inventory and schedules,   High
 Supply Risks                    incoming delays

  Operational     Failure or breakdown of operations, changes      Medium
    Risks                         in technology

Demand Risks Variations in demand, changes in technology           Low
                      Theft, counterfeiting, terrorism, piracy,
 Security Risks              infrastructure breakdown              Very Low
                     Economic shifts, recession, labor costs,
 Macro Risks              exchange rates, customs

                  Actions and sanctions of governments, shifts
  Policy Risks                   in legislation

  Competition      Uncertainty about competitor's moves and
    Risks                           actions
                     Lack of human resources, capital or
Resource Risks                    technology
 Unclassified
    Risks                           Unclassified
Macro Risks
Competition
Risks/Demand Risks
Demand Risks
Supply Risks/Resource
        Risks
Operational Risks
Resource Risks/Macro
       Risks
Operational Risks
Procedure Risks
Resource Risks
Supply Risks/Operational
         Risks
Demand Risks
Procedure Risks
Competitor Risks
Knowledge Risks
UV Lipton BI Integrated Solution
                        Non-stop Operations                                                   Scability                   Performance                    Security


                                                                                           End User Analysis
                                                                                   ETL                     Operational        Alerts &      Predictive
                                                                                                            Planning         Monitoring     Analytics
                                                                                                                                                                   Desktop




                                  Data Integration
                                                                                                            Financial         Generic        Bench-




                                                        Management
                                                                                                            Reporting         Analysis       marking         Handheld computing




                                                         Metadata
                                                                                                                                                                  devices



                                                                                                                              What-If
                                                                                                           Dashboards
                                                                                                                              Analysis
                                                                                                                                            Scorecards            Mobile devices


                                                                           Central       Datamarts &
                                                                       Datawarehouse         ODS                            Collaborative
                                                                                                                Rolling
                                                                                                                              Decision      Goal Setting
                                                                                                               Forecast
                                                                                                                               Making                            Enterprise Information
                                                     Enterprise Application Integration(EAI)                                                                          Portal(EIP)



                External                                                                                                                                   MIS
  Logistics
                Agencies




                                                                     ERP         CRM &
 Customers      Suppliers                                                                                                                                  DSS
                                                                                  SCM


                 Product
Competitors &
                    &                                                                                                                                      ESS
   Market                                                            Other
                Marketing                                                     Cloud
                                                                      IS     based IS


                                 Data                                                         Information                   Knowledge                       Action
“A man without tea in him is incapable of
    understanding truth and beauty”


Okakura Kakuzo, The Book of Tea (1906)


             Q&A
           Thank You

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Unilever US Lipton Risks Management with BI

  • 1. K6221 Business Intelligence Unilever US – Lipton Risks Management Sesagiri Raamkumar Aravind Mane Shivaji Dilip Kumar Balasubramaniam Divya Thangavelu Muthu Kumaar Selvaraju Nirmala
  • 2. Agenda • Unilever – Introduction and Statistics • Lipton – Overview and Statistics • Lipton Supply Chain • Risks Management – Risk Map – Key Risks – BI Solutions and Mitigations
  • 3. Unilever – Overview • Multinational Consumer Goods Company started in year 1930. • World’s third largest Consumer goods • Products sold in more than 180 countries • Dual Listed Company ( Unilever NV + Unilever PLC) • Both Unilever Shares are listed on New York Stock exchange • More than 400 brands which includes 13 one billion euro brands. • Lipton is one among them. Source - http://www.unileverusa.com/Images/ir_Introduction_to_Unilever_March2011_tcm23-226573.pdf http://en.wikipedia.org/wiki/Unilever#Products
  • 4. Lipton • Established in 1893 as Thomas J Lipton Co •Lipton was completely acquired by Unilever in the year 1972. •Lipton is now the leading tea brand in the world •1964 - Lipton Iced Tea mix introduced in the US which forms the major share of their sale today. •There are more than 11 major varieties of Lipton tea with Iced Tea having 85% share in US. •1991 – Unilever created a joint venture with Pepsi Co for the marketing of Ready to Drink Source:unilever website Source - http://www.liptont.com/index.aspx http://en.wikipedia.org/wiki/Lipton
  • 5. Regional, Divisional and Sales vs YOY Growth % vs Lipton Sales(in mil Euros) Net Profit Margin % 15500 3500 16 48000 14 15000 12.4 46000 3000 12 14500 10 9.6 9.2 44000 2500 8.5 14000 8 6 42000 13500 2000 4 13000 40000 1500 2 12500 0 38000 1000 -2 12000 -4 36000 500 2008 2009 2010 2011 11500 Sales(in mil Euros) 40523 39823 44262 46467 11000 0 2008 2009 2010 2011 Global YOY Growth% 0.8 -1.7 11.1 4.9 Icecream 2521 2478 2840 2890 US YOY Growth% -2.21 -1.7 14.6 4.4 Beverages in US Lipton YOY Approximate 1.4 -1.65 14.5 1.72 1027 1010 1157 1177 Growth% Revenue of Lipton Net Profit Margin% 12.4 8.5 9.6 9.2 US 12967 12743 14606 15251 •US zone accounts to 32.82 % of Total Sales of Unilever •Ice-cream & Beverages accounts to 18.94 % of US Division •Lipton contributes to 40.72 % of its Food Division Unilever attributes its dip in 2011 Net Profit Margin % to rise in cost of raw materials - Bloomberg
  • 6. US - Lipton and Competition Bottled Water is the fastest growing beverage category!!! 79% 3%%4%% 7%% 7%% Soft Drinks and Alternative Beverages generate retail sales of over 70$ billion Lipton has been leading the market by introducing innovative products such as dieting and flavored teas backed up by smart spending on Rainforest Alliance to gain access to non- auctioned tea - Teaconomics
  • 7. Lipton vs Competitors in Google Trends
  • 8. Unilever Tea Plantations Global Tea Plantations 8 4.30% 1.90% 2.20% UV Plantation- Kenya 3.10% UV Plantation- India 2.00% UV Plantation- Tanzania China 7.90% 30.40% Taiwan 2.20% Japan 2.00% 5.20% Srilanka Korea Nepal 14.40% Vietnam 24.40% India
  • 10. Lipton Supply Chain Tea Quality Assurance Packaging Information Systems Research & Development Manufacturing Suppliers Marketing Warehouse Suf Distribution folk Shipping Suffolk, Virginia Inventory Sales UV Plantations Manufacturing Consumers Endpoints
  • 11. Challenges in Tea Industry •Auctioning & Brokering process is dominated by the big players including Unilever. •Deforestation in certain countries for growing new Tea plantations. Due to the lack of global governance initiatives, there is no international platform to bring together major global players to improve the social, environmental and economical conditions of tea producers worldwide.
  • 12. Lipton SWOT Analysis • Owned by Unilever. • Long history in tea manufacturing industry. • Extensive knowledge of local culture and tastes. • Wider product range with technological superiority, e.g. Brooke Bond’s hot tea can. Unilever Brand extensions • Alliance with Rainforest Organisation. Health Benefits Strengths • Single point of tea distribution in US from Suffolk. Geographical distance from Rainforest Alliance Tea Plantation countries • Strong financial position. • Increased health consciousness among US population Strong cash flow Constantly changing and health benefits of tea such as herbal and green tea is Market Share Consumer needs another major cause. • Supply Chain Management. • Having too many brand extensions can dilute and confuse consumer perception and give fresh and new Weaknesses competitors to seize market share. Lipton • Political unrest in certain plantation country SWOT • Alliance with Pepsi to access massive distribution Analysis network. Presence of big, well known partners drives demand further. • Technology advancements in manufacturing. Opportunities • Greater awareness of health benefits of tea. • New varieties of tea drink flavours can be launched Overcrowded market resulting Alliance with Pepsi particularly in the Ready to Drink segment. in DEMAND REDUCTION Greater awareness of health • Acquisitions of companies in developing markets. Presence of other global benefits of tea players • Overcrowded and small market with about 200 other Newer Tea drink flavours Increasing Tea Prices brands which might cause significant demand reduction. Acquisitions • Presence of other major players such as Coca-Cola and Fluctuating Economy Nestle leading to tough competition. Threats • Competition from local competitors • Indirect completion from other energy drinks like Redbull which could eat into Lipton’s market share. • Increasing Tea prices • Fluctuating Economy
  • 14. Lipton Risk Map Generated using
  • 15. Identified Risk Events/Factors Business Rank Risk Event Likelihood Impact 1 Difficulty in Investments, expansions in D & E markets with forex fluctuation High High 2 Market capture by competitors through product changes and new partnerships Medium Very High 3 Change in customer needs and Lack of Process innovation Medium High Political unrest(Frequent violence, Political Unrest, mass strikes ,rallies and Uncertain worker 4 movement or activities) in plantation country Medium High 5 Disruption in operational capability of production and distribution Low Very High 6 Inflation in labour cotsts Medium Medium 7 Stragetic partnerships and alliances breakdown(Pepsico-Lipton) Low Very High 8 Corruption and collusion among supply chain and plantation country governments Low High 9 Low standards of working and living conditions(ex:exploitation) in tea plantations High Low 10 Uncertainity of weather patterns, water scarcity and natural calamities Low High 11 Decline in beverage consumption during recession periods Low Medium Inability to meet company's goal to source the tea in all Lipton tea bags from Rainforest Alliance 12 Certified™ estates by 2015 High Low 13 Competitors influence the brokers in the tea auction market to favour their bid. Low Medium 14 Health issues raised by activists based on scientific discoveries Low Medium 15 Failure to realize digital advetising ROI Low Low 16 Inefficient idea-to-market process lifecycle Low Low 17 5-10% of labourers are child labours in Tea Plantations High Very Low Exaggerated and misleading promotional campaigns - (MISBRANDING) with unproved and 18 questionable health facts Medium Very Low 19 Unexpected downtime with Sirius(SAP based) and Mountain internal info systems Very Low Medium 20 Non-conformance to Sustainability plan Very Low Low
  • 16. Risk Classification Risk Type Description Lack of formal procedures, lack of quality Procedure Risks control system Bureaucracy, lack of authority, lack of Decision Risks decision support Communication Cultural differences, language barriers, Risks misunderstanding Knowledge Lack of formal education, lack of training, Very High Risks unskilled labor Disruption of supply, inventory and schedules, High Supply Risks incoming delays Operational Failure or breakdown of operations, changes Medium Risks in technology Demand Risks Variations in demand, changes in technology Low Theft, counterfeiting, terrorism, piracy, Security Risks infrastructure breakdown Very Low Economic shifts, recession, labor costs, Macro Risks exchange rates, customs Actions and sanctions of governments, shifts Policy Risks in legislation Competition Uncertainty about competitor's moves and Risks actions Lack of human resources, capital or Resource Risks technology Unclassified Risks Unclassified
  • 31. UV Lipton BI Integrated Solution Non-stop Operations Scability Performance Security End User Analysis ETL Operational Alerts & Predictive Planning Monitoring Analytics Desktop Data Integration Financial Generic Bench- Management Reporting Analysis marking Handheld computing Metadata devices What-If Dashboards Analysis Scorecards Mobile devices Central Datamarts & Datawarehouse ODS Collaborative Rolling Decision Goal Setting Forecast Making Enterprise Information Enterprise Application Integration(EAI) Portal(EIP) External MIS Logistics Agencies ERP CRM & Customers Suppliers DSS SCM Product Competitors & & ESS Market Other Marketing Cloud IS based IS Data Information Knowledge Action
  • 32. “A man without tea in him is incapable of understanding truth and beauty” Okakura Kakuzo, The Book of Tea (1906) Q&A Thank You

Notes de l'éditeur

  1. Unilever NV and Unilever PLC - Two controlling companies were set up, one English (Unilever Ltd - now Unilever PLC) and the other Dutch (NaamloozeVennootschap Margarine Unie – now Unilever NV).Unilever NV shares are listed on stock exchanges in Amsterdam and New York Unilever PLC shares listed on London Stock exchange and as American Depository Receipts in New York Stock Exchange.
  2. Ready to Drink -- > Bottled and Canned