Concentration PAYS OFF

Fleenor, D. Gail
April 2008
Progressive Grocer;4/1/2008, Vol. 87 Issue 4, p42
Trade Publication
The article looks at the advantages of shrinking liquid laundry detergent packages but with increased concentrations of liquid formulation for retailers. Kevin Keating, marketing director for U.S. laundry at Unilever, says that retailers benefit from smaller bottles that make for a more productive shelf by allowing more bottles on the shelf, lowering stocking costs, and reducing the number of out-of-stocks. Kiem Ho, Purex senior brand manager at Henkel of America, believes that concentrating formulas is a much more sustainable model.


Related Articles

  • Unilever culls Surf, folds brand into All. Neff, Jack // Advertising Age;10/14/2002, Vol. 73 Issue 41, p3 

    This article reports on the decision of Unilever to phaseout its Surf laundry detergent brand in the U.S. into the All brand starting in 2003. The move is part of the global package-goods firm's five-year effort to streamline its portfolio and put more marketing muscle behind bigger brands....

  • £5m ad campaign to launch Surf products. Singh, Sonoo // Marketing Week;9/13/2001, Vol. 24 Issue 31, p8 

    Reports on Unilever PLC's launching of a range of detergents under the Surf brand. Marketing campaign supporting the product launch; Surf's share of the detergent market.

  • Unilever has `double power'. Schell, Mari Carmen // Caribbean Business;10/7/1993, Vol. 21 Issue 40, p18 

    Reports on the launching of concentrated liquid detergents by Unilever of Puerto Rico. Contents of Double Power Wisk, Double Power Surf and Double Power All brands.

  • Unilever admits detergent's defect. Roberts, Michael // Chemical Week;10/5/1994, Vol. 155 Issue 12, p20 

    Reports that Unilever admitted the defect in its new compact powder detergent. Unilever's competition with Procter & Gamble; Launching of the detergent as Omo Power in Europe; Effect of the detergent's manganese catalyst on textile dyes; Unilever's expansion into the China market.

  • Liquid Persil and Surf get big pack formats.  // Grocer;9/4/2010, Vol. 233 Issue 7971, p27 

    The article introduces the big versions of the concentrated laundry liquid Persil Small and Mighty and Surf Small and Mighty from Unilever.

  • Persil revamp targets 30min washing cycles. Bamford, Vince // Grocer;3/26/2011, Vol. 234 Issue 7998, p24 

    The article reports that consumer products developer Unilever will release a new and improved version of its Persil Small & Mighty laundry detergent in April 2011.

  • Unilever unveils new generation compact detergent powder. Ward, Mike // Chemical Week;5/4/1994, Vol. 154 Issue 17, p15 

    Reports on Unilever's development of a compact detergent powder. Unilever's total investments; Plant sites for the detergent powder; Product launching in Europe; Development of a manganese-based complex that boosts the bleaching capability of sodium percarbonate; Development of zeolite with...

  • Persil gets stronger and adds pre-treater.  // Grocer;12/4/2010, Vol. 233 Issue 7984, p26 

    The article introduces the Persil Small & Mighty laundry detergent from Unilever.

  • Unilever to expand Persil range with fragrances. Jack, Louise // Marketing Week;8/21/2008, Vol. 31 Issue 34, p70 

    A preview of Unilever's Persil range of detergents into fragrances with the 5m pounds launch of a new sub-brand Persil Naturals, is offered.

  • Unilever to spend £10m relaunching Pot Noodle.  // Marketing Week;10/27/2005, Vol. 28 Issue 43, p3 

    Focuses on the marketing plan of Unilever UK Foods to promote the massive 'reinvention' of the snack brand Pot Noodle in Great Britain. Details of the marketing plan; Views on the changes to be made on the packaging of the product; Assessment of the sales performance of the product.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics