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    Case Study - Unilever in Brazil

    Uploaded by

    Aruna
    The document recommends that Unilever should target low-income consumers in northeast Brazil. It notes high growth in the region, an unsaturated market, tax incentives, and increased purchasing power. It suggests Unilever introduce a new laundry soap brand and reinvent its Campeiro cleaner by changing the formula and packaging. The marketing mix advises pricing the soap competitively and Campeiro higher due to improvements. It recommends selling through corner shops and promoting the products on radio, TV, and with shop owner incentives. The document notes a separate analysis should determine any cannibalization effect before Unilever introduces the detergent.

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    Case Study - Unilever in Brazil

    Uploaded by

    Aruna
    307 views1 page
    The document recommends that Unilever should target low-income consumers in northeast Brazil. It notes high growth in the region, an unsaturated market, tax incentives, and increased purchasing power. It suggests Unilever introduce a new laundry soap brand and reinvent its Campeiro cleaner by changing the formula and packaging. The marketing mix advises pricing the soap competitively and Campeiro higher due to improvements. It recommends selling through corner shops and promoting the products on radio, TV, and with shop owner incentives. The document notes a separate analysis should determine any cannibalization effect before Unilever introduces the detergent.

    Original Description:

    The marketing plan of introducing a new product to capture Detergent Soap market in North Brazil

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    The document recommends that Unilever should target low-income consumers in northeast Brazil. It notes high growth in the region, an unsaturated market, tax incentives, and increased purchasing power. It suggests Unilever introduce a new laundry soap brand and reinvent its Campeiro cleaner by changing the formula and packaging. The marketing mix advises pricing the soap competitively and Campeiro higher due to improvements. It recommends selling through corner shops and promoting the products on radio, TV, and with shop owner incentives. The document notes a separate analysis should determine any cannibalization effect before Unilever introduces the detergent.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    307 views1 page

    Case Study - Unilever in Brazil

    Uploaded by

    Aruna
    The document recommends that Unilever should target low-income consumers in northeast Brazil. It notes high growth in the region, an unsaturated market, tax incentives, and increased purchasing power. It suggests Unilever introduce a new laundry soap brand and reinvent its Campeiro cleaner by changing the formula and packaging. The marketing mix advises pricing the soap competitively and Campeiro higher due to improvements. It recommends selling through corner shops and promoting the products on radio, TV, and with shop owner incentives. The document notes a separate analysis should determine any cannibalization effect before Unilever introduces the detergent.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 1

    Case study 1 - Unilever in Brazil

    Recommend whether or not Unilever should target the low-income consumers in the north
    east of Brazil
    Yes

    high levels of growth in the market segment in the north east market
    market not yet saturated
    to be more competitive especially with P&G (block P&Gs entry to the market)
    Brazilian government giving tax incentives for business in north east
    Population have a cleaning culture
    Purchasing power of low income consumers grew by 27%

    Design the marketing mix that will allow Unilever to create value for low-income
    consumers in the north east of Brazil
    Product
    New brand for laundry soap and introduce Ala into the laundry detergent market
    At the same time reinvent/improve Campeiro cleaning formula and redesign the
    packaging (use of imaging)
    Price
    Same price as competition for laundry soap
    Raise the price of Campeiro to 1.9$ due to improver formula
    Place
    Corner shops
    New Campeiro sold in corner/small shops
    Promotion
    New improved Campeiro and on radio stations and TV adds for laundry soap
    endorsed by famous Brazilian singer.
    For the laundry soap educate and incentivise small shop owners - merchandising and
    coupons
    Determine the likely cannibalisation effect of using this marketing mix. Based on this
    determination, comment on whether or not Unilever should introduce the detergent
    See cannabilisation document.

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