Unilever's Packaging Practices - Innovations and Insights
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(Case Code: MKTG246) click on the button below, and select the case from the list of available cases:
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Please note:
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:
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Price: |
| Case Code |
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MKTG246 |
For delivery in electronic format:
Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemes
Marketing Mix
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| Case Length |
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17 Pages |
| Period |
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1998-2009 |
| Pub Date |
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2010 |
| Teaching Note |
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Not Available |
| Organization |
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Unilever Group |
| Industry |
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FMCG |
| Countries |
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UK, The Netherlands |
Abstract:
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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.
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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:
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
Unilever's Packaging Practices - Innovations and Insights
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