{"id":114865,"date":"2025-03-10T12:50:56","date_gmt":"2025-03-10T11:50:56","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=114865"},"modified":"2025-03-10T13:40:50","modified_gmt":"2025-03-10T12:40:50","slug":"waarom-unilever-nog-meer-gaat-inzetten-op-influencers","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/waarom-unilever-nog-meer-gaat-inzetten-op-influencers\/","title":{"rendered":"Waarom Unilever (nog) meer gaat inzetten op influencers"},"content":{"rendered":"\n<p><strong>Unilever<\/strong> gaat forser investeren in sociale media en influencers, zegt CEO Fernando Fernandez. Onder de leiding van de nieuwe topman zal de multinational verder focussen op premiumisering en nog meer niet-kernactiviteiten in voeding afstoten.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u201cTwintig keer meer influencers\u201d<\/h2>\n\n\n\n<p>\u201cOnze marketinguitgaven zijn gestegen van&nbsp;13% in&nbsp;2022 naar bijna&nbsp;16%, wat we als een competitief niveau beschouwen. Onze uitgaven aan sociale media zullen van&nbsp;30% naar&nbsp;50% gaan van onze totale uitgaven. <a href=\"https:\/\/www.unilever.com\/investors\/results-presentations-webcasts\/barclays-fireside-chat-with-fernando-fernandez-ceo\/\" target=\"_blank\">We gaan werken met twintig keer meer influencers<\/a>\u201d, verklaarde Fernandez vorige week in een gesprek met analist Warren Ackerman van Barclays.<\/p>\n\n\n\n<p>De CEO, die zopas <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/topman-hein-schumacher-verlaat-unilever-na-anderhalf-jaar\/\" target=\"_blank\">Hein Schumacher opvolgde<\/a> aan het hoofd van de multinational, ziet dat grote merken van grote bedrijven verdacht geworden zijn in de ogen van het grote publiek. Daarom wil hij systemen cre\u00ebren waarbij anderen voor de merken van Unilever spreken: influencers, beroemdheden, <em>gatekeepers<\/em> en professionals uit de gezondheidssector bijvoorbeeld. \u201cEr zijn 19.000&nbsp;postcodes in India, er zijn 5764&nbsp;gemeenten in Brazili\u00eb. Ik wil in elk daarvan een influencer. In sommige wil ik er honderd.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u201cEetbare persoonlijke verzorging\u201d<\/h2>\n\n\n\n<p>Volgens de topman moeten premiumsegmenten van&nbsp;20% naar&nbsp;50% van de totale groepsomzet gaan. De portfoliostrategie van de multinational wijzigt niet en met <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/unilever-brengt-ijsjes-naar-de-beurs\/\" target=\"_blank\">de aparte beursnotering voor de ijsjesdivisie<\/a> gaat het bedrijf door, benadrukt hij.<\/p>\n\n\n\n<p>Voeding blijft een plaats hebben binnen het Unilever-aanbod, stipt de topman aan. \u201cKnorr is ons op \u00e9\u00e9n na grootste merk, Hellmann&#8217;s is ons op vier na grootste merk.\u201d Beide dragen bij aan de marge en hebben een enorm rendement op ge\u00efnvesteerd kapitaal. \u201cOnze voedingsbusiness is geen klassieke voedingsbusiness. Ik noem het intern \u2018eetbare persoonlijke verzorging\u2019, omdat de margestructuur erg lijkt op die van persoonlijke verzorging.\u201d<\/p>\n\n\n\n<p>Wel bevestigt hij dat Unilever voor \u00e9\u00e9n miljard aan kleinere, Europese voedingsmerken zal afstoten: \u201cHet zijn geen strategische prioriteiten.\u201d Onder andere De Vegetarische Slager, Conimex, Unox en Zwan <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/unilever-verkoopt-unox-en-zwan-afscheid-van-nederlandse-iconen\/\" target=\"_blank\">zijn al de deur uit<\/a>. Mogelijk zullen nog voor een half miljard aan bijkomende merken volgen, omdat het bedrijf de mogelijkheid niet ziet om ze op te schalen. \u201cMijn intentie is om op al deze gebieden actie te ondernemen, waarschijnlijk in een hoger tempo.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Unilever gaat forser investeren in sociale media en influencers, zegt CEO Fernando Fernandez. Onder de leiding van de nieuwe topman zal de multinational verder focussen op premiumisering en nog meer niet-kernactiviteiten in voeding afstoten.<\/p>\n","protected":false},"author":3,"featured_media":114867,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[],"people":[1652],"extra":[43],"company":[260],"topic":[488],"region":[],"class_list":["post-114865","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","people-fernando-fernandez","extra-plus","company-unilever","topic-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Waarom Unilever (nog) meer gaat inzetten op influencers - RetailDetail BE<\/title>\n<meta name=\"description\" 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