Case Study: Unilever
The Smith Institute has been helping Unilever find ways to apply mathematics across its business for more than five years.
Unilever is one of the largest consumer goods companies in the world. Its mission is to add vitality to life. It meets everyday needs for nutrition, hygiene and personal care. It manages around 400 brands spanning 14 product categories.
Mathematics is relevant to many parts of Unilever's business - from consumer analysis to supply chain management. It used mathematical modelling to save £150m on its laundry business in the 1990s, and adaptive algorithms to develop its award winning interactive, adaptive service iShakti, which helps stimulate development in rural India.
Since 2001 the Smith Institute has been helping Unilever identify ways to use mathematics to solve product design problems, analyse markets and manage its businesses.
Unilever has sought advice from the Smith Institute on how mathematics could be used more strategically across the organisation. In 2004 the Institute consulted on a project to identify areas of Unilever's business which could draw benefit from the application of 'new' mathematics such as agent-based systems, networks, and game theory. Two key areas identified were marketing and sales.
Shail Patel, Platform Leader at Unilever Corporate Research, sees the Smith Institute as Unilever's 'thought agents'. "There isn't another organisation like the Smith Institute. It helps us think through how we use mathematics across the business. It facilitates debate and drives new mathematics into industry, so that Unilever can consider and test ideas."
Dr C.V. Natraj, Senior Vice-President, Unilever Corporate Research, believes that mathematics is critical for the global economy. "There is an increasing appreciation of the relevance of mathematics at more strategic levels within Unilever. Heavy industry has been the engine for growth in the 20th century. Knowledge will be the engine for the 21st century, and the mathematical sciences will be the fuel that drives it. Our work with the Smith Institute is an important part of ensuring Unilever is a leader in the application of mathematics to business."
To find out how mathematical approaches can add value to your business strategy please contact Dr Heather Tewkesbury.
