2000年2月,联合利华宣布了一项为期五年的战略,名为“通向成功之路”。这项计划希望集中资源到更少的、更强的品牌上,以提高销售增长率和经营利润率。目标是将其旗下的1600个品牌减少到原来的四分之一,尤其是要集中资源投入到那些具有持久的消费者吸引力和乐观市场前景的领先品牌上。首先是要对其旗下所有的品牌从以下两个方面进行评估: In February 2000, Unilever announced a five-year strategy called “Road to Success.” The plan is to focus resources on fewer, stronger brands to drive sales growth and operating margins. The goal is to reduce its 1,600 brands to a quarter, and in particular to focus resources on leading brands that have long-lasting consumer appeal and optimistic market prospects. The first is to evaluate all its brands from the following two aspects: