Date: 03-05-2008
Unilever, the world's second largest consumer products company, is locking horns with Cincinnati-based Procter & Gamble (P&G) through its newly launched green marketing strategy. Unilever has decided to implement the strategy based on the Australian Competition and Consumer Commission's (ACCC) guidelines. The company has even manufactured an environmentally friendly detergent called the Omo Small & Mighty, which has been concentrated from 1.4 liters to 475 ml, a reduction which will have the additional benefit of lowering distribution costs considerably, according to the company. Meanwhile, P&G has introduced at least eight brands which boast environmentally friendly features. P&G's Pur water filter, for example, has had one of the most touted cause-marketing efforts -- a $20 million initiative aiming to purify billions of liters of water in Africa and save 10,000 lives by 2012. Meanwhile, Unilever is planning to launch its Clear anti-dandruff shampoo to compete with P&G's Head & Shoulders and Pantene.
