Unilever's Packaging Practices: Innovations and Insights
Unilever's Packaging Practices - Innovations and Insights
Case Details: Price:
Case Code : MKTG246 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges
Themes
Marketing Mix
Case Length : 17 Pages
Period : 1998-2009
Pub Date : 2010
Teaching Note : Not Available
Organization : Unilever Group
Industry : FMCG
Countries : UK, The Netherlands
Abstract:
The case examines how Anglo-Dutch retail giant Unilever Group used innovations in packaging to differentiate its products.
It explains how Unilever used packaging as a marketing tool to launch, relaunch, reposition and increase demand for its products and attract new customers.
Several instances where innovative packaging helped Unilever increase revenues of its products are discussed in the case. At the same time, Unilever tried to minimize the impact of its packaging on the environment by adopting recycled materials, introducing concentrated version of detergents and also by using fewer colors on its labels.
Issues:
» Understand how packaging can help a company differentiate its products.
» Study how packaging can be used as a marketing tool.
» Examine how the adverse impact of packaging on the environment can be reduced.
Contents:
Page No.
Introduction
1
Background Note
2
Packaging at Unilever
4
Packaging as a Marketing Tool
7
Looking Ahead
11
Exhibits
12
Keywords:
Unilever Group, Packaging Innovation, Resource & Energy Optimization, 'Path to Growth' Strategy, Communication Tool, Packaging Design, Package Aesthetics, Visual Branding Group, Effective Design, Computer Aided Design, Sustainable Packaging, Unilever's Packaging Approach, Packaging for Launching New Products, Packaging for Increasing Demand for Products, Packaging for Launching Premium Products, Packaging for Repositioning Products, Environment Conservation
"Packaging innovation is a tool that can be used to both
Case Details: Price:
Case Code : MKTG246 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges
Themes
Marketing Mix
Case Length : 17 Pages
Period : 1998-2009
Pub Date : 2010
Teaching Note : Not Available
Organization : Unilever Group
Industry : FMCG
Countries : UK, The Netherlands
Abstract:
The case examines how Anglo-Dutch retail giant Unilever Group used innovations in packaging to differentiate its products.
It explains how Unilever used packaging as a marketing tool to launch, relaunch, reposition and increase demand for its products and attract new customers.
Several instances where innovative packaging helped Unilever increase revenues of its products are discussed in the case. At the same time, Unilever tried to minimize the impact of its packaging on the environment by adopting recycled materials, introducing concentrated version of detergents and also by using fewer colors on its labels.
Issues:
» Understand how packaging can help a company differentiate its products.
» Study how packaging can be used as a marketing tool.
» Examine how the adverse impact of packaging on the environment can be reduced.
Contents:
Page No.
Introduction
1
Background Note
2
Packaging at Unilever
4
Packaging as a Marketing Tool
7
Looking Ahead
11
Exhibits
12
Keywords:
Unilever Group, Packaging Innovation, Resource & Energy Optimization, 'Path to Growth' Strategy, Communication Tool, Packaging Design, Package Aesthetics, Visual Branding Group, Effective Design, Computer Aided Design, Sustainable Packaging, Unilever's Packaging Approach, Packaging for Launching New Products, Packaging for Increasing Demand for Products, Packaging for Launching Premium Products, Packaging for Repositioning Products, Environment Conservation
"Packaging innovation is a tool that can be used to both