MODULE-2

TOPIC-UNILEVER
MEMBERS: AYUSH KR. NARSARIA- BBA/40508/18
HARSH SARAWAGI- BBA/40544/18
UMANG JAIN- BBA/40509/18
YASH TAYAL- BBA/40516/18
SHIVANK RAZDAN- BBA/40504/18
PRODUCT SUSTAINIBILTY MANAGEMENT:

Sustainable management takes the concepts from sustainability and synthesizes them with the concepts of management.
Sustainability has three branches: the environment, the needs of present and future generations, and the economy. Using these
branches, it creates the ability of a system to thrive by maintaining economic viability and also nourishing the needs of the
present and future generations by limiting resource depletion. From this definition, sustainable management has been created to
be defined as the application of sustainable practices in the categories of businesses, agriculture, society, environment, and
personal life by managing them in a way that will benefit current generations and future generations

.
Life cycle thinking:
• Businesses are the sum of their parts. To fully embed sustainability and make true change happen, a
systemic approach to building solutions is key.
• Life Cycle Thinking is a systemic framework that takes a holistic view of the production and
consumption of a product or service and assesses its impacts on the environment through the entire life
cycle. LCT goes beyond focusing on a specific site or product.
• The benefit of using an LCT approach means that negative impacts are minimized while avoiding the
transfer of these impacts from one life cycle stage to another. When applied to product design,
production processes and a decision-making aid, LCT is a meaningful strategy for crafting and
implementing effective sustainability strategies.
• Unilever continues to innovatively develop and apply life cycle thinking to help inform strategy and to engage a
broader range of stakeholders both within the company and outside. At a product level, recent method developments
and applications have included new approaches: to fill data gaps in agricultural data.
• LCT also formed one of the elements of the innovative Brand Imprint process that Unilever deployed with its Brand
teams to help them understand the sustainability impacts and issues of their brands and to identify sustainability
marketing opportunities in the late 2000s 
• The most recent and significant example of the use of the LCT approach to guide sustainability strategy has been the
use of product foot-printing as an integral element of Unilever’s Sustainable Living Plan (USLP) The USLP footprint,
which is an example of an organizational LCT is based on a streamlined process that involves the definition of
representative countries and products. Fourteen countries were selected on the basis of business parameters (e.g.
annual sales and consumer habits) and environmental ones (e.g. carbon intensity of the electricity grid, waste
management infrastructure and water scarcity). The business and sales in each country are then described by a
series of representative products. Currently over 2000 products are footprinted annually and one of the key USLP
objectives is to decouple business growth in sales from an increase in the footprint. 
Product life cycle management:
 Product life-cycle management (PLM) is the succession of strategies by business management as a product
goes through its life-cycle. The conditions in which a product is sold (advertising, saturation) changes over time
and must be managed as it moves through its succession of stage.
 The goals of product life cycle management (PLM) are to reduce time to market, improve product quality, reduce
prototyping costs, identify potential sales opportunities and revenue contributions, maintain and sustain
operational serviceability, and reduce environmental impacts at end-of-life. To create successful new products
the company must understand its customers, markets and competitors. Product Lifecycle Management (PLM)
integrates people, data, processes and business systems. It provides product information for companies and
their extended supply chain enterprise. PLM solutions help organizations overcome the increased complexity
and engineering challenges of developing new products for the global competitive markets.
• Dove launched two varieties of face wash in 2011 for dry to oily skin.
1. Dove Deep Pure
2. Dove Go Fresh
The new product Dove Deep Pure face wash grew extremely quickly in the market due to the strong reputation and the
success of many products launched by the brand in skin care category earlier. Their products have been in the market for over
five decades.
• The product Dove Deep Pure is in the “maturity” stage. The product has cleansing, moisturizing and scrubbing properties. It
is an all season product and can be used entire year. Thus, the life cycle of the product can be called as a long period.
LIFE CYCLE ASSESMENT:
• Unilever products have an impact on the environment at each stage of their life cycle from the sourcing of raw materials
through to product manufacture, distribution, consumer use and disposal. Understanding and managing these impacts is
crucial to achieving our ambitions to improve the health of the planet. Life cycle assessment (LCA) is one of several
techniques we use to help us understand the impacts of our products on the environment. They use LCA in three ways: in new
product design, for assessments of existing products, and in science and methodological development.

Case study: use of recycled plastic for bottles:

In line with Unilever’s commitments on plastics and Dove’s care for the planet and plastic mission the SEAC team assessed the
potential savings of using 100% recycled plastic in a new design of bottles. The analysis revealed that the new design of bottles
is expected to save more than 20,500 tones of virgin plastic a year and reduce greenhouse gases by up to 40% compared to
existing packs.
Case study: nitrogen deodorant aerosol:
SEAC sustainability scientists provided a detailed comparative assessment of Dove deodorant aerosols containing naturally
derived ingredients and nitrogen propellants against the current aerosols using hydrocarbon gases. Product redesigns of this type
result in changes across the range of environmental impact categories assessed using the LCA method. In the case of the new
Dove deodorant aerosol, changing the propellant to nitrogen and updating the formulation led to a reduction in emissions of
greenhouse gases and volatile organic compounds (respectively responsible for approximately 30% and 80% of ground level
ozone creation).
GREEN MARKETING MIX
• When companies come up with new innovations like eco friendly products, they can access new markets, enhance
their market shares, and increase profits. Just as we have 4Ps product prices, place and promotion in marketing, we
have 4ps in green marketing too, but they are a bit different. They are buttressed by three additional Ps, namely
people, planet and profits.
1.GREEN PRODUCT: The products have to be developed depending on the needs of the customers who prefer
environment friendly products. Products can be made from recycled materials or from used goods.
2.GREEN PRICE: Green pricing takes into consideration the people, planet and profit in a way that takes care of the
health of employees and communities and ensures efficient productivity. 
3.GREEN PLACE: Green place is about managing logistics to cut down on transportation emissions, thereby in effect
aiming at reducing the carbon footprint.
4.GREEN PROMOTION: Green promotion involves configuring the tools of promotion, such as advertising, marketing
materials, signage, white papers, web sites, videos and presentations by keeping people, planet and profits in mind.
 INTRODUCTION TO
SUSTAINABLE PACKAGING
• Unilever stepped up its use of post-consumer recycled plastic (PCR) to around
75,000 tonnes*, which is over 10% of Unilever’s plastic footprint. A significant
increase from 2019, and solid progress towards its goal to use at least 25% PCR by
2025. Unilever expects its use of PCR to double in the next 12 months.
• Through ‘Less Plastic’ Unilever has explored new packaging formats, including
recyclable Carte d’Or ice cream tubs made from paper, and Comfort expanded its
ultra-concentrated fabric conditioner which has a 57% smaller dosage than any
other product on the market. It requires less water to produce and needs less
packaging, thereby saving resources and waste. In France, Signal has launched a
toothbrush with a replaceable head. It uses a metal handle, PCR material in the
replaceable heads and reduces virgin plastic by 95%. Love, Beauty and Planet has
launched concentrated shampoo and conditioners which provide the same
number of uses as a regular sized bottle and use 50% less plastic.
• In India, Hindustan Unilever Limited (HUL) has partnered with the United Nations
Development Programme (UNDP) to protect the livelihoods of informal waste
collectors, and to help segregate, collect and recycle packaging. The partnership
has reached over 33,000 households and collected 2,500 tonnes of plastic waste.
The project will be scaled to include more households in the coming years.
CONCEPT OF LIFE CYCLE ANALYSIS AND
IT’S IMPACT ON PRODUCT DESIGN:
• Life cycle analysis (LCA) has been defined by the EPA as a way to “evaluate the environmental effects associated with any given
industrial activity from the initial gathering of raw materials from the earth until the point at which all residuals are returned to
the earth” or “cradle-to-grave.”
• Richard Slater, Unilever’s Chief R&D Officer says: “To tackle the root causes of plastic waste we need to think differently about
packaging. We need bold innovations that challenge existing designs, materials and business models. Our priority is to
fundamentally rethink our approach to packaging, and pave the way for new solutions such as reusable and refillable formats.
“By adopting a ‘test, learn and refine’ mentality, we’ve developed innovative solutions that will help people cut their use of
plastic for good. One product doing just that is our ultra-concentrated formula for OMO which is diluted at home and uses 72%
less plastic. After a successful launch in Brazil, we’re now rolling this out in other countries across Latin America, Europe and
the Middle East. Similarly, our Cif Ecorefill started out as a pilot in the UK and has since been rolled out across Europe, Canada
and Australia. “It’s still early days. But by making refill and reuse formats more widely available, accessible, and affordable, we
hope to use our scale and reach to drive lasting change.”
• As part of ‘No Plastic’, Seventh Generation has launched a zero-plastic
range and PG Tips will remove the plastic film on boxes in 2021,
having already launched fully biodegradable teabags. In Chile,
Unilever has partnered with Algramo on an app-powered, intelligent
dispensing system which has thrived during lockdown thanks to its
tricycle distribution system across Santiago.