49 The companys mission is to add vitality to life. We meet everyday
needs for nutrition, with hygienist and personal care with brands that help a person to look better, feel better and feel more alive
Demand for vitality in life provides the opportunity for Unilever to develop. One of the products issued by Unilevers soaps featuring health
side Lifebuoy new from 21st century society. Since it was first launched in 1894, these products continue to evolve from simply bar SOAP up into
shower gels, shampoos and conditioners. Each year, the Unilever uses data from AC Nielsen for the
performance of its products; on this occasion which will be discussed are Lifebuoy. At the end of 2005, a survey AC Nielsen showed that brand
image and brand attribute of Lifebuoy already according to the targeted company. Unilever wants to put Lifebuoy as top of mind in the category
health SOAP
2. Vision and Mission
The vision that is owned by a company is one of the goals of future State desired to manifest by the whole companys personnel at various
levels, ranging from the very top to the very bottom, even though the runners. The mission is the elaboration in writing about the vision for the
vision to be easily understandable or clear to the entire staff of the company.
Vision Unilever is “To become the first choice of consumer,
costumer and community”
50 Mission of Unilever is :
Be the first and the best in its class to meet the needs and aspirations of consumers.
Eliminate the value-added activities of all processes. Be selected company for people with high performance.
Aimed at improving profitable growth targets and deliver a return on the average shareholders and employees.
Get the honor because of high integrity, care to the community and the environment
3. The Characteristics of Respondents
The population in this research is encompassed the students of Budi Luhur University, Jakarta put on special SOAP lifebuoy. While the
number of the selected sample as many as 70 of respondents with particular consideration. This is because the researchers had some
limitations in the research, such as cost, time, and effort. Furthermore, for the faculty or Department of the respondent can
be seen in table 4.1 below :
