Brazil unilever case study solution

Limpe com Limpex.

Brand and Marketing Strategy While Omos and Minervas existing proposition meet customers expectations and needs, Campeiro falls drastically low on the consumer expectations range Source: Exhibit 5. Taking advantage of economies of scale, the bigger packages will drive down the cost per kilo, which will benefit consumers in the end. While possible cannibalization for Minerva soap, Unilever should be ready to get rid of the dog and grow its cash cow. In the case of failure of the new strategy, Unilever would risk losing a part of its sale to other competitors in the low-detergent segment. However, as a group, they represent a vast segment which is largely untapped, therefore it can be attractive given the low level of competition. Solution: Reposition Campeiro to not only cater to low-income segment, but as an alternative to take over the soap market including own brand Minerva. The proposed brand extension would provide the low-income segment with a product that offers not just affordability but also, unlike other players in the low-cost detergent segment, supreme quality and efficiency, creating a unique place for the brand. Controlled coupon distribution avoid brand dilute by price discrimination.

Unilever in Brazil : n. Recommendation Option 1, Reposition Existing Brand Campeiro, would be our priority recommendation for Unilever because of detergent powder feature and price advantage.

Forbes Magazine, n. Omo, launched in in Brazil, was the first detergent powder in the country and it still is the most successful brand in Brazil.

Brazil unilever case study solution

The proposed brand extension would provide the low-income segment with a product that offers not just affordability but also, unlike other players in the low-cost detergent segment, supreme quality and efficiency, creating a unique place for the brand.

Moreover, detergent usage is increasing in the NE, thus making this move even more appealing. Taking advantage of economies of scale, the bigger packages will drive down the cost per kilo, which will benefit consumers in the end.

unilever in brazil case study harvard
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Unilever Brazil Case