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 prelaunch, 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.
Question:
» How can packaging help a company differentiate its products?
» Examine how the adverse impact of packaging on the environment can be reduced.