Case Questions:
1. Should Unilever divert money from its premium brands to invest in a lower-margin segment of the market (LI-NE)? (4 marks)
2. Describe the pros and cons of targeting the segment of LI-NE consumers. (4 marks)
3. Assume Unilever enters and wants to launch a detergent powder for LI-NE consumers:
a. Should Unilever develop a new brand (or use one from their international portfolio)? (2 marks)
b. Should Unilever reposition one of its existing brands (OMO, Minerva and Campeiro)? (2 marks)
c. Should Unilever launch a brand extension from one of its existing brands (OMO, Minerva and Campeiro)? (2 marks)
4. Describe the important and non-important product attributes if Unilever decides to introduce a new brand for LI-NE consumers. (4 marks)