Unilever: There are no sacred cows when it comes to zero-based budgeting

Unilever’s CFO Graeme Pitkethly says the business has been thoroughly reviewing all aspects of its marketing spend as part of its zero-based budgeting programme, as it looks to make €1bn (£900m) in savings by 2018.
The FMCG giant, which earlier this week was embroiled in a pricing row with Tesco and owns brands such as PG Tips, Marmite and Ben & Jerry’s, announced it would be introducing its zero-based budgeting programme in January last year. It sees the company&rsquo