Case study 1 - Unilever in Brazil
Recommend whether or not Unilever should target the low-income consumers in the north
east of Brazil
Yes
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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.