Unilever's Packaging Practices - Innovations and Insights

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : MKTG246 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra


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


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.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies


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.


  Page No.
Introduction 1
Background Note 2
Packaging at Unilever 4
Packaging as a Marketing Tool 7
Looking Ahead 11
Exhibits 12


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

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