Unilever in Brazil (1997-2007): Marketing Strategies for Low-Income Consumers (Portuguese) Portuguese Case Solution
Abstract:
Unilever is a strong manager in the Brazilian cleaning agent powder market with an 81% sector share. Laercio Cardoso should choose (1) whether Unilever must divert loan from its extra brand names to target the lower-margin section of low-income consumers, (2) whether Unilever can increase or rearrange among its existing brand names to prevent introducing a brand-new brand name, and (3) what cost, circulation, item, and promo technique would permit Unilever to provide worth to low-income customers without cannibalizing its own premium brand names too greatly.
Pedagogical Goals:
It can for that reason be utilized in an MBA, corporate education or undergraduate core course on marketing administration to highlight the worth of marketing and the marketing technique, or in a brand name management course to check out the frontiers of branding. It can be utilized in an international marketing or international method and management course to study the method international business adjust their technique to complete in emerging nations.
This is just an excerpt. This case is about Marketing
published: 14 Jan 2010
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