During his nearly 15-year career at Unilever, Connecticut-based marketing manager John Finneran created and operated numerous multi-million-dollar marketing campaigns. Examples of product launches and promotions operated by John Finneran included partnerships with Safeway, Sam’s Club, and Wal Mart. Unilever is a global company that has a long history selling food, household cleaning, personal care, and other products.
The ancestor companies of Unilever existed in the second half of the 19th century and operated in different industries. The Jurgens family first began to sell the butter that they received as payment while working as carpenters. In 1860, they moved to Oss, Brabant, in the Netherlands, where they started their butter business. In 1871, the Jurgens acquired the patent for margarine, an animal fat-based substitute for butter, and the Van den Bergh family, a local family of butter merchants, began developing a similar product. At the same time as the Van den Berghs and Jurgens built their margarine enterprise, Lever & Co, a family-operated grocery business, began making soap in northern England. They sold Sunlight soap in individually wrapped packages and advertised it with illustrated cards within the packaging. With the profits generated from sunlight soap Lever and Co developed new products to promote public health and hygiene. All three businesses experienced steady expansion into the 20th century. During World War I, margarine and soap became valuable wartime supplies, so the Jurgens, Van den Berghs, and Lever & Co all expanded their operations, acquiring competing companies and their manufacturing techniques. In 1927, the Jurgens, Van den Berghs, and other margarine companies formed the Margarine Union. In 1929, the Margarine Union and Lever & Co finally converge. They signed an agreement, fusing their businesses together to create Unilever. In the modern day, Unilever operates in over 190 countries and consists of over 400 total brands. Unilever has over 149,000 employees.
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A Connecticut resident from Easton, John Finneran has been in sales and global marketing since the early 1980s. At one time, John Finneran was a marketing manager with Unilever, considered one of the largest consumer brands.
In May, Unilever announced that some of its most popular toothpaste brands would be switching to recyclable tubes. Signal, Closeup, and Pepsodent are a few of the brands that will begin using recyclable plastic tubes by 2025. The recyclable plastic tubes will be available in India and France, two of the company’s largest oral care markets. The tubes that contain toothpaste are usually comprised of a mixture of aluminum and plastic, which is why the tubes are so flexible and malleable, but are also hard to recycle. The new tubes will be made from high-density polyethylene (HDPE), a widely used plastic that can be easily recycled. In addition, the tubes are thinner, which means less plastic will be used per container. The product was approved by RecyClass, a regulating organization that sets standards for companies in Europe. Because of this, the company can produce tubes within standard HDPE streams. The company will also make the innovation available to other companies to encourage its adoption. A global marketing and sales professional from Easton, Connecticut, John Finneran has 40 years of experience in the industry. Now working as a consultant, John Finneran previously spent 15 years as a marketing manager at Unilever Home and Personal Care in Greenwich, Connecticut.
In April, Unilever announced a collaboration with LanzaTech and India Glycols, culminating in a laundry capsule produced from industrial carbon emissions. The innovative new process allows surfactants, a key ingredient in laundry detergents, to be manufactured using recycled carbon instead of fossil fuels. This new eco-friendly production method is part of Unilever’s Clean Future strategy, which includes eliminating fossil-fuel-based chemicals in its cleaning products by 2030. The collaboration among these three companies has led to the development of a new process with three phases. LanzaTech captures industrial emissions at its plant in China and converts waste products to ethanol using biotechnology. Then, India Glycols converts the ethanol into ethylene oxide and produces the surfactant. Finally, Unilever uses the surfactant in the production of its new line of laundry capsules. First launched in China as a part of World Earth Day 2021, the product comes with no extra cost to consumers. An experienced advertising strategist and consultant, Connecticut-based John Finneran offers his expertise to startups to help them develop marketing strategies and advertising campaigns. Previously, John Finneran spent more than 15 years working as a marketing manager for Unilever in Greenwich, Connecticut.
Successful advertising campaigns have a few important things in common. Below are three tips to increase a campaign's effectiveness. 1. First, create a engaging tagline. This should be catchy and interesting to your customers. Great taglines are short and simple and will drive your customers to take action by looking for your product or service. Try to come up with something that will be memorable and connect strongly to your brand. 2. Consider your target audience and market to your customer. Try creating a profile of your ideal customer, their income, likes and dislikes, etc. Include as many details as possible. The better you know your customer, the better your advertising will be. Don’t skip out on market research - you want to know what works and what doesn't before you launch your ad campaign. 3. Decide on the avenues you will use in your advertising campaign. Sometimes focusing your efforts on just one or two avenues can end up being the most effective approach. Spreading yourself too thin across many platforms can dilute a campaign's impact. If your target customer is extremely active on social media, consider focusing your advertisements on popular social media platforms. This way, you concentrate the campaign for maximum effect. |
AuthorJohn Finneran - Fortune 50 Marketing Strategist in Connecticut. ArchivesCategories |