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Polytechnic University of the PhilippinesCollege of Communications

Department of Advertising and Public RelationsSta. Mesa Manila

PR Case Study: Unilever Maes!Sustainability"usiness as Usual

"APR # $ %S

&R'UP (

Rheinalyn Samonte

Alyssa Revatoris

Sheila Calda

Aimee Teng

Camille Adriano

April Burgos

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)able of Contents

*. Appreciation of the Situationa.Context of the Caseb.Viewpoint

**. 'b+ectivesa.General b!e"tiveb.Strategi" b!e"tive". Behavioral b!e"tive

***. Areas of Consideration*,. Action Plan

a.#xe"utions,. "udget Plan,*. Media Scheduling

,**. Results and Conclusion

*. Appreciation of the situation

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The purpose of $nilever is to ma%e sustainable living a "ommonpla"e. They aredeveloping new business pra"ti"es that grow their "ompany and "ommunities& meetingpeople's desire for more sustainable produ"ts and "reating a brighter future. The$nilever Sustainable (iving plan help double the si)e of their business while redu"ingtheir environmental footprint and in"reasing their positive so"ial impa"t.

*ith $nilever's plans on starting a fourth plant in China they are "onsidering the

opportunities and threats of this pro!e"t. China with its +&,-+&/0&0-1 population

"urrently ran%s as the world2s largest emitter of greenhouse gases. This year& China's

"arbon dioxide emission is about /3/0/13 or 3,.04 of the total "arbon dioxide

emission of the world a""ording to *orld Resour"es 5nstitute.

a. Conte-t of the Case

$nilever 6ead ffi"e& China September 3-+

b. ,iepoint

$nilever China 5n7house 8R department

**. 'b+ectives&eneral 'b+ective

To "reate a sustainable program that de"reases the emission of

"arbon dioxide

Strategic 'b+ective

a. Change $nilever's delivery tru"%s spe"ifi"ally in China& into solar

powered tru"%s

"ehavioral 'b+ectives

a. 9ew solar powered tru"%s that de"reases emission of "arbon dioxide

b. Better alternative for delivering produ"ts a"ross China

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***. Areas of Consideration

China: "ooperation of the lo"al governments :6efei& Si"huan and Tian!in;

on the pro!e"t Management of Unilever:"ommitment on supporting the pro!e"t

*,. Action Plan (aun"h the solar7powered delivery tru"%s in $nilever plants in

China

AV8 for $nilever's solar7powered delivery tru"%s in China

8ress Release and 8rint ads for solar7powered tru"%s

,. Media Scheduling

8rograms "t3-+

9ov

3-+

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,*. "udget

The budget for this 8R plan is + million.

Press Release; 2%

Solar Powered Trucks; 95%

Print Ads; 3%

Budget

,**. Results and Conclusion Better understanding about the importan"e of sustainability

A helpful alternative for delivering produ"ts a"ross China

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Print Ad for the Solar2Poered )rucs

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1es Press Release

>R 5??#

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Shanghai China& September 3@& 3-+ E

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7 A "ompany that has a positive reputation has a "ompetitive advantage. 5t uses

their resour"es more effi"iently and it enhan"es their relationships with

"ustomers& suppliers and "ommunities.7 6elping nations wrestle with poverty& water s"ar"ity and the effe"ts of "limate

"hange is vital to staying "ompetitive in "oming de"ades.

7 9umbers for return7on7sustainability7investment show stronger finan"ialperforman"e nearly universally for sustainability7fo"used firms within any given

"ompetitive set.7 The downsides of not engaging with sustainability efforts "an "ause damage to

the "ompany's reputation for poor labor and environmental pra"ti"es to the

"ompany's sto"% pri"e

. 6ow "ould a firm potentially measure the profit impa"t of its

sustainability strategiesH

7 A firmI "ompany "an potentially measure the profit impa"t of its sustainabilitystrategies through the "ompany's "ontinuous swelling of profitI investments and

positive improvement of reputation.