The Environmental Commitment of Unilever

A sales and marketing professional in Easton, Connecticut, John Finneran works as a self-employed consultant. For 15 years, John Finneran served as a marketing manager with Unilever in Greenwich, Connecticut.

In business for over a century, Unilever is the company behind more than 400 consumer brands that span the food, drink, home care, beauty, and personal hygiene sectors. Since 2010 alone, it has protected and improved the health of approximately 1.3 billion people.

Unilever’s commitment to human wellness reflects a larger commitment to the natural environment that includes saving woodland areas and protecting both water and soil. To further its environmental goals, it works with partners at all stages of production and distribution processes, from helping farmers employ green agricultural practices to making every link in the supply chain environmentally responsible.

Unilever’s ecological accomplishments include sourcing 67 percent of its raw materials sustainably and drawing upon grid electricity that is 100 percent renewable worldwide. It is also firmly committed to working toward zero-emission operations.

A Brief History of Lever Brothers Soap Brands

A Connecticut sales and marketing professional with a career that spans nearly 40 years, John Finneran has been an independent startup consultant since 2007. While working as a marketing manager in the Greenwich, Connecticut offices of Unilever from 1985 to 2000, John Finneran brought market share for the soap brands of its subsidiary Lever Brothers to a segment-leading level.

One of the biggest soap and detergent manufacturers in the United States, Lever Brothers Company is a British company. Its founder, William Hesketh Lever, was an English grocer who entered the soap business in 1874 by marketing a proprietary soap called Lever’s Pure Honey. By the mid-1880s, he had joined forces with his brother James to begin production of Sunlight, the first of many Lever Brothers soaps to benefit from a strategically chosen brand name.

Lever Brothers introduced the Lifebuoy, Welcome, and Lux brands in the 1890s. Lux, in particular, led Lever Brothers to considerable success well into the 1900s. In the middle of that decade, the company released the popular synthetic soap Dove and the heavy-duty liquid laundry detergent Wisk.

Lever Brothers continued to innovate into the 1990s, when it released the market leading soap brand Lever 2000. Today, Lever 2000 includes a full line of soap products for the entire family.

An Overview of the Four Ps of Marketing

A global marketing professional, John Finneran works as a consultant in Connecticut. In this capacity, he works with different startups to create annual marketing and financial plans for the businesses. Possessing upwards of three decades of marketing experience, John Finneran of Connecticut is familiar with a range of topics related to marketing management.

There are four Ps involved in the marketing process. Each of these four key factors is briefly described below:

Price
The price of a product is the amount that consumers pay. Depending on the industry, companies may have either a small or large profit margin. Sales cycles, supply and demand, and product life cycles all dictate the price of a product. Businesses may also incorporate cost-saving strategies to help them reduce product costs and stand out in their markets.

Place
Perhaps the most significant part of marketing is place. This refers both to the place a product is manufactured and the place it is stored. It also includes the placement of marketing materials. For instance, some products are best marketed online or in films, while others are more suited for radio and print advertisements.

Product
A product is a service or good that is offered by a company to consumers. Good products fulfill existing consumer demand or are compelling enough that consumers believe they need the product. With marketing, the life cycle of each product must be fully understood, since both the product life cycle stage and type dictates the other three Ps of marketing.

Promotion
With promotional strategy, consumers are shown why they need to purchase a particular product or service and why they should pay a particular price for it. Promotion focuses on how and when an item is presented to the public. It is directly tied to place, price, and product.

What Is Trade Marketing?

The former marketing manager for Unilever in Connecticut, John Finneran helps startups create their financial and marketing plans as a marketing and sales consultant. Throughout his career, John Finneran of Connecticut has demonstrated a strong ability to improve sales and market share. He has also had significant success with trade marketing with major companies like CVS and Walmart.

One of the oldest methods of marketing, trade marketing focuses on the value chain and point of sale instead of the final sale. With this type of marketing, products are marketed to retailers with the intention of creating demand for the products. This is done by demonstrating the value of the products to retailers so they can see how a company’s products will help them make money. In essence, trade marketing is a business-to-business (B2B) marketing strategy that puts products in front of retailers before they decide which products to purchase.

Manufacturers are the businesses that most often use trade marketing. They direct these efforts towards supply chain partners such as wholesalers and retailers. Trade marketing is particularly important for manufacturers making consumer packaged goods since there is heavy competition for shelf space in that industry. It’s also more important for companies selling in brick-and-mortar locations instead of online.