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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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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Background Note

Unilever's history dates back to 1872, when two Dutch family businesses -Jurgens and Van den Bergh - started producing margarine on a mass scale. The two businesses competed with each other. At around the same time, in 1885, William and James Lever, in the UK, launched the world's first packaged laundry soap - Sunlight, through their company Lever & Company...

Packaging at Unilever

Unilever considered packaging to be the visible face of the company's brands. It considered packaging to be a tool of communication and dispersing information. It looked at packaging changes holistically, considering their impact on costs, production, durability, etc...

Packaging as a Marketing Tool

Unilever used innovations in packaging to drive its message about the attributes of the product to the consumers. It used packaging as a marketing tool to launch new product variants, increase demand for existing products, launch premium products, reposition products, save costs, and promote environmental conservation...

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

Looking Ahead

For a company like Unilever, continuous improvisation and innovation in packaging were necessary to compete effectively in a highly competitive FMCG industry. Packaging was among the few factors that differentiated its products from that of its competitors...


Exhibit I: Unilever - Product Launches (1904 - 1996)
Exhibit II: Unilever - Acquisitions (1917 - 2007)
Exhibit III: What is Packaging?
Exhibit IV: Pack of Suave Professionals
Exhibit V: Shampoos - Innovative Packaging
Exhibit VI: Pack of Dove Creamoil Body Wash
Exhibit VII: Dove Pro-Age Range
Exhibit VIII: Pack of Skippy

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