Unilever's Packaging Practices - Innovations and Insights
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Case Details:
Case Code : MKTG246
Case Length : 17 Pages
Period : 1998-2009
Pub Date : 2010
Teaching Note :Not Available
Organization : Unilever Group
Industry : FMCG
Countries : UK, The Netherlands
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Introduction Contd...
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To store the sauce, Unilever had replaced the glass jars used earlier with stand-up pouches which used 70% less material.
On selecting Unilever for the award, DuPont said, "Now microwavable right in the
pouch, this new packaging offers significant consumer benefit and ease of use
versus jars and offers retail benefits through easier handling and equivalent
shelf life. The benefits of transport efficiency are substantial. One truckload
of unfilled pouches equals 25 truckloads of unfilled glass jars."5
With revenues of € 40.523 billion for the fiscal year ending December 2008, Unilever was one of the largest consumer product companies in the world.
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It had a presence in product categories like foods, beverages, and cleaning agents and these were sold in more than 150 countries across the world. Operating as it did in a highly competitive environment, Unilever realized that it was essential to differentiate its products.
With several products to choose from with similar qualities, packaging assumed greater importance. Unilever believed that its innovative packaging practices enabled its products to stand out from among the several similar products of its competitors...
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