Case Summary
Unilever is a solid leader in the Brazilian detergent powder market with an 81% market share. Laercio Cardoso
must decide (1) whether Unilever should divert money from its premium brands to target the lower-margin
segment of low-income consumers, (2) whether Unilever can reposition or extend one of its existing brands to
avoid launching a new brand, and (3) what price, product, promotion, and distribution strategy would allow
Unilever to deliver value to low-income consumers without cannibalizing its own premium brands too heavily.
Case Questions
- Evaluate the market attractiveness of the North Eastern region of Brazil (use case data, one paragraph)
- Assume that Unilever wants to enter the North Eastern region with an appropriate brand offering. Using
concepts from brand architecture and brand related concepts, develop an appropriate branding strategy
(maximum 2 paragraphs) - Given this branding strategy, develop the marketing mix to support the branding strategy.
a. What should the product be? Think about product form (detergent vs. soap), package type size, formulation
(new vs. existing product) etc.
b. What should the price be? Be specific using the case data.
c. What distribution channels should be used (larger vs. smaller stores)?
d. What marketing communication channels and messages should be used to (i) communicate the brand value
proposition to the target and (ii) reach that market market effectively.
Use the case data to support your answers. Consider effects of cannibalization. Use 3rd page if you want to
attach a table or any other appendix.