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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand how packaging can help a company differentiate its products
• Study how packaging can be used as a marketing tool
• and Examine how the adverse impact of packaging on the environment can be reduced.

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