Benchmarking Insight:
- Unilever leads in terms of integrating sustainability into its brand identity, particularly with brands like Dove and Seventh Generation, which are marketed as eco-conscious choices.
- P&G, while also pursuing sustainability, often focuses more on product innovation and efficiency, which still appeals to environmentally-conscious consumers.
For new companies, examining these two approaches highlights the importance of defining your brand’s stance on sustainability early on. Whether focusing on eco-friendly innovation or being vocal about ethical practices can help position a brand for success in today’s environmentally aware market.
Conclusion: Key Takeaways from Benchmarking Procter & Gamble and Unilever
By comparing Procter & Gamble and Unilever, we can glean several key insights for any FMCG business:
- Product Positioning and Innovation: Focus on what matters most to your target market—whether it’s performance and technology (P&G) or sustainability and social impact (Unilever).
- Pricing Strategy: Consider adopting a tiered pricing model to reach various consumer demographics or focus on premium pricing for superior products.
- Marketing and Brand Identity: Decide whether your brand will emphasize functionality and performance or emotional and social connections with consumers.
- Sustainability: Establish your sustainability commitments early on and ensure they are reflected in both your products and your branding.
Benchmarking against giants like P&G and Unilever can help small or new FMCG businesses find their niche, understand where they can outperform competitors, and identify areas for growth and innovation.
