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Building Marketing CapabilitySimon Clift – Chief Marketing Officer

This presentation may contain forward-looking statements, including ‘forward-looking statements’ within the meaning of the United States Private Securities Litigation Reform Act of 1995.

These forward-looking statements are based upon current expectations and assumptions regarding anticipated

developments and other factors affecting the Group. They are not historical facts, nor are they guarantees of future performance.Because these forward-looking statements involve risks and

uncertainties, there are important factors that could cause actual results to differ materially from those expressed or implied by

these forward-looking statements. Further details of potential risks and uncertainties affecting the Group are described in the Group’s filings with the London Stock Exchange, Euronext Amsterdam and

the US Securities and Exchange Commission, including the Annual Report & Accounts on Form 20-F. These forward-looking

statements speak only as of the date of this presentation.

Safe harbour statement

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One core competence

Superior branded selling propositions

Personal Care growing at 6% +

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Global habits, global competitors

Development of Deo global model

RegionalCentres

Global NetworkEstablished

Starting to work together

Cross-regionalProjects

Global Projects

Full GlobalWorking

1994-95 1996 1997-98 1999 2000

Global economies of excellence, speed & scale

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Different global habits

Leveraging experience from Personal Care

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Brilliantly differentiated

Axe Pulsegoes where our target

goes

TV

PRINT

Release TRACKacross Europe

PR

POS

EVENTS

Commission a TRACK

DIGITAL

NEW FRAGRANCE

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Dove Pro-Age 360 PR Coverage – Oprah

Family Goodness Brand

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Family Goodness Brand Mission

““To nourish children To nourish children to reach their full potential.to reach their full potential.””

Rama Idea!

Rama Idea! is the first margarine that contains important nutrients that support mental development!

Product:•Low fat (39%) spread•Rich source of selected brain nutrients (DHA, ALA, B-vits)

Packaging•One design for the world

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No te abandona

Nao te abandona

Ne vous laisse pas tomber

Lasst Dich nicht im stich

НИКОГДА НЕ ПОДВЕДЕТ

Nigdy cię nie zawiedzie

Setia Setiap Saat

ΔΕΝ ΘΑ Σ’ ΕΓΚΑΤΑΛΗΨΕΙ

Setia Sepanjang Hari

Daar kun je op vertrouwen

Universal insights

Japan Gets the Axe Effect 2007

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The Global / Local challenge

global brand = global bland?

Global Local

judging the balance

Domestos – from Europe to India

Europe India

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INTEGRATED BRAND COMMUNICATIONUnilever’s 360 degree marketing programme

• INTEGRATED around a single idea

• Encompasses ALL touch points

• Exploitation of the idea across the most APPROPRIATEchannels, phased, to meet OBJECTIVES

• Planned in TALKABILITY

UNILEVER

IBC: Television is no longer enough eg Sunsilk Malaysia

30”station

spot

30”SunSilk

spot

10”closing bum

per10”

open

ing

bum

per

5 minute episode

30”Predicam-ent with

SMS call-to-action segment

45”opening followed

by solution to

last week’s

dilemma

UNILEVER

SMS competition:What should Illyana do?

‘Illyana’s Dreams’A prime-time TV drama

featuring Sunsilk character ‘Illyana’

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ILLYANA ON MOBILE

1. SMS Contest

2. Mobile Downloads

4. Illyana’s Wap Site

RM0.50/SMS. Yana slalu terfkir Kak Ju ygkeje srg kat kafe. Ygplg rindu - nasilemak! Gembira sgtblk KL. I’m hm at last! Siapa nak belikan synasi lemak?!

3. Illyana’s diary on SMS

UNILEVER

ILLYANA ON-LINE

UNILEVER

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ILLYANA’S BLOG

Illyana’s WAPSite

Catch Illyana on TV3@3pm on 28 Aug 06

1. Illyana’s Diary

2. Mobile Downloads

3. Past Episodes

4. SMS Contest

5. About Illyana’s WAP site

July 6th, 2006

Lama Yana X update blog. Tulah, bila katAust sbuk sgt, pegi sini sana. Tiap2 hariada benda nak buat. Shopping mmg best! got sumthin 4 evry1.. Harap2 mrk sk. Tpklau dorang x suka, Yana bole simpan je.

Tinggal sama mama lain rasanya.. mmgseronok klau hol, tp it’s nt hme! Yana slalu terfikir Kak Ju yg keje srg katkafe. Yana rindu Kak Ju & Kak Faz&…Fasha…& …

Yg paling Yana rindu…nasi lemak…cari2 pun x dpt…x kan nk mkn vegemite tiappagi! Yana gembira sgt balik KL….I’m home at last! Siapa nak belikan saya nasilemak?!

Read past entries

(Price: RM0.50/per entry)

Illyana’s Diary

Brought to you by Sunsilk & eBuzz

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UNILEVER

PRINT COVERAGE

UNILEVER

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Measurable Marketing Objectives:Sunsilk strengthens leadership in shampoo to 24%

UNILEVER

Measurable Marketing Objectives:Sunsilk becomes No 1 in Conditioner

UNILEVER

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=

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Non Users 80 11 7 6

Users 20 89 93 95

Deos Oral Hair Soap

3B Non-users1.500 bn Euro OPPORTUNITY!

e.g. Asia is half the world’s population

But only 7 out of 100 Asians use Deos

+

…as half the world don’t yet use a deo

It’s our market to grow …

1025

105139

148

1999

2000

2001

2002

2003

2004

2005

€ mio

164 168Russia Deodorant Market from 1999

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Unilever’s first global masstige innovation

It’s time to believe in miracles

Launched in:*China*Thailand*Philippines*Indonesia

Sep’06Oct ’06Nov 06Nov 06

*India*Vietnam*Taiwan

Dec ’06Jan 07Jan 07

with leading edge formulationhas breakthrough CLA anti-aging technology

“Age spots and wrinkles are reduced in just 7 days”

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2006

2007

Rama/Blueband Idea!Launched in 14 countries in 5 months

Dry Wet

CUBITOSFrom Latin America to

a fast coordinated rolloutthroughout CEE and

Africa (harmonised mix)

WET SOUPS (DOY PACK)From the Netherlands to a fast

coordinated rolloutto Western Europe under Knorr

(harmonised mix)

Knorr fast roll-out

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Marketing ROI

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

-20,000

0

Sep-97 Jan-98 May-98 Sep-98 Jan-99 May-99 Sep-99 Jan-00 May-00 Sep-00

Sal

es

Source of Volume by Business Driver

0200400600800

10001200

Competitor Advertising

Base

Online

4.04.24.44.64.85.0

Detailing0

20

40

60

80

100

MeetingsEvents

0200400600800

10001200

DTC

0200400600800

10001200

Samples -0.8-0.6-0.4

-0.20.00.2

Long Term Brand Equity Growth

Marketing ROI: Measuring Effectiveness of Advertising Content

3%

5%

15%

30%

50%

30%

15%

5%

3%

3%

5%

15%

30%

50%

30%

15%

5%

3%

Top

Bot

tom

Top

Bot

tom

Enjoyment Engagement Branding PerceivedUnderstanding

Relevance Persuasion Brand Appeal

BrandDifference

MainPoint

Ad Profile

Efficiency at getting the brand’s message across

Effectiveness of message

Whether on strategy

(Illustrative Example)

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AIM

MAC

BudgetSetting

AIM

MAC

BudgetSetting

Marketing ROI: Key research and Planning / Buying tools

Marketing ROI: Example of Brand Quarterly Tracker

GMI-1 Internal Fin. Data

Millward Brown

AC Nielsen / World Panel

AC Nielsen / IRI / GMI-1

Millward Brown

CARAT

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Econometric Modeling Process

Build models that show how individual marketing and other

drivers impacted sales

Data Collection Establish historical marketing sales response curves

Report historical ROIRun optimizers for ROI maximizing budget allocation

Response Curves

5

10

15

20

25

30

35

40

Incr

emen

tal S

ales

Spend In Channel

TV BrandTV Promo

OutdoorDirect Mail

Yellow pages

PrintOnline

Current Spend

5

10

15

20

25

30

35

40

Incr

emen

tal S

ales

Spend In Channel

Optimal Spend

5

10

15

20

25

30

35

40

Incr

emen

tal S

ales

Spend In Channel

ROI of A&P spend: Summary

Content Development

Media Planning

Laun

ch- Concept Product Tests- Simulated Test Markets

- Advertising Investment Measure (AIM)- Marketing Activity Costing (MAC)-Minimum Investment Level (MIL)-Mindshare Industry Metrics- Accenture Benchmarks

DynamicTracking

- Brand Image metricswith attribution of source

Market Mix Modelling

- Disaggregationof mix effects

Input Metrics Output Metrics Operational(ongoing)

Loop back to development process

- Qualitative Research- Preview Adprofile

InnovationQuality

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Marketing: an art as much as a science

infectious brand ideas