Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Marketing Strategies for Low Income
Consumers
The Unilever do Brasil Case
Ioannis Efstratiou - 56600 – IBDEM
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
Department of Marketing
TU Bergakademie Freiberg
June 16, 2014
The Four Ps
Conclusions
SWOT Elements
1 / 35
Table of contents
Marketing
Strategies for
Low Income
Consumers
1
Economic & Sociocultural Environment
Economic Environment
Sociocultural Environment
2
NE Market of Detergents
Actual Situation
3
Brand Strategy
Motives
Opportunity Window
Targets
4
Marketing Mix
The Four Ps
5
Conclusions
SWOT Elements
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
2 / 35
Economic Environment
Geography
Marketing
Strategies for
Low Income
Consumers
Brazil’s Northeast Region (NE)
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Economic & Sociocultural Environment
Economic Environment
3 / 35
Economic Environment
Population Statistics
Marketing
Strategies for
Low Income
Consumers
Age Distribution : ≈ 60% between 15 to 64 years old
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Economic & Sociocultural Environment
Economic Environment
4 / 35
Economic Environment
Population Statistics
Marketing
Strategies for
Low Income
Consumers
Age Distribution : ≈ 60% between 15 to 64 years old
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
Population Growth :
1,1% (1,4)
The Four Ps
Conclusions
SWOT Elements
Economic & Sociocultural Environment
Economic Environment
4 / 35
Economic Environment
Population Statistics
Marketing
Strategies for
Low Income
Consumers
Age Distribution : ≈ 60% between 15 to 64 years old
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Population Growth :
1,1% (1,4)
Life Expectancy :
65,5 yrs (68,4)
Economic & Sociocultural Environment
Economic Environment
4 / 35
Economic Environment
Population Statistics
Marketing
Strategies for
Low Income
Consumers
Age Distribution : ≈ 60% between 15 to 64 years old
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Population Growth :
1,1% (1,4)
Urbanization :
65,5% (78,4)
Life Expectancy :
65,5 yrs (68,4)
Economic & Sociocultural Environment
Economic Environment
4 / 35
Economic Environment
Population Statistics
Marketing
Strategies for
Low Income
Consumers
Age Distribution : ≈ 60% between 15 to 64 years old
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Population Growth :
1,1% (1,4)
Urbanization :
65,5% (78,4)
Life Expectancy :
65,5 yrs (68,4)
Household Size :
4 (4)
Economic & Sociocultural Environment
Economic Environment
4 / 35
Economic Environment
Population Statistics
Marketing
Strategies for
Low Income
Consumers
Indexes
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Economic & Sociocultural Environment
Economic Environment
5 / 35
Economic Environment
Population Statistics
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Indexes
GDP per capita :
2.250$ (4,420$)
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Economic & Sociocultural Environment
Economic Environment
5 / 35
Economic Environment
Population Statistics
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
Indexes
GDP per capita :
2.250$ (4,420$)
Purchasing power parity for NE :
1R$/1R$ (one country)
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Economic & Sociocultural Environment
Economic Environment
5 / 35
Economic Environment
Population Statistics
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
Indexes
GDP per capita :
2.250$ (4,420$)
Purchasing power parity for NE :
1R$/1R$ (one country)
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
International Marketing income classification :
very low – very high (low – medium – high)
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Economic & Sociocultural Environment
Economic Environment
5 / 35
Economic Environment
Population Statistics
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
Indexes
GDP per capita :
2.250$ (4,420$)
Purchasing power parity for NE :
1R$/1R$ (one country)
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
International Marketing income classification :
very low – very high (low – medium – high)
Household average expenditure for cleaning products :
0,7 to 1,4 % of income (0,51 to 1,15%)
Conclusions
SWOT Elements
Economic & Sociocultural Environment
Economic Environment
5 / 35
Economic Environment
Population Indexes
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
The Gini Index
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Economic & Sociocultural Environment
Economic Environment
6 / 35
Economic Environment
Population Indexes
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
The Gini Index
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Economic & Sociocultural Environment
Economic Environment
6 / 35
Economic Environment
Population Indexes
Marketing
Strategies for
Low Income
Consumers
Social Classes by Income
I. Efstratiou
Economic &
Sociocultural
Environment
The Gini Index
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Economic & Sociocultural Environment
Economic Environment
6 / 35
Economic Environment
Population Indexes
Marketing
Strategies for
Low Income
Consumers
Social Classes by Income
I. Efstratiou
Economic &
Sociocultural
Environment
The Gini Index
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Economic & Sociocultural Environment
Economic Environment
6 / 35
Sociocultural Environment
Comparison of Regions on Relevant Aspects
Marketing
Strategies for
Low Income
Consumers
Characteristic
Northeast
South
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Economic & Sociocultural Environment
Sociocultural Environment
7 / 35
Sociocultural Environment
Comparison of Regions on Relevant Aspects
Marketing
Strategies for
Low Income
Consumers
Characteristic
Northeast
South
Afro-European origins
65%
30%
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Economic & Sociocultural Environment
Sociocultural Environment
7 / 35
Sociocultural Environment
Comparison of Regions on Relevant Aspects
Marketing
Strategies for
Low Income
Consumers
Characteristic
Northeast
South
Afro-European origins
65%
30%
Cleanliness is a symbol of :
•status
•self esteem
not
important
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Economic & Sociocultural Environment
Sociocultural Environment
7 / 35
Sociocultural Environment
Comparison of Regions on Relevant Aspects
Marketing
Strategies for
Low Income
Consumers
Characteristic
Northeast
South
Afro-European origins
65%
30%
Cleanliness is a symbol of :
•status
•self esteem
not
important
Wash frequency(times/week)
5
3,9
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Economic & Sociocultural Environment
Sociocultural Environment
7 / 35
Sociocultural Environment
Comparison of Regions on Relevant Aspects
Marketing
Strategies for
Low Income
Consumers
Characteristic
Northeast
South
Afro-European origins
65%
30%
Cleanliness is a symbol of :
•status
•self esteem
not
important
Wash frequency(times/week)
5
3,9
Cloth washing is a
Social event
Nuance
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Economic & Sociocultural Environment
Sociocultural Environment
7 / 35
Sociocultural Environment
Comparison of Regions on Relevant Aspects
Marketing
Strategies for
Low Income
Consumers
Characteristic
Northeast
South
Afro-European origins
65%
30%
Cleanliness is a symbol of :
•status
•self esteem
not
important
Wash frequency(times/week)
5
3,9
Cloth washing is a
Social event
Nuance
Own washing machine
28%
67%
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Economic & Sociocultural Environment
Sociocultural Environment
7 / 35
Sociocultural Environment
Comparison of Regions on Relevant Aspects
Marketing
Strategies for
Low Income
Consumers
Characteristic
Northeast
South
Afro-European origins
65%
30%
Cleanliness is a symbol of :
•status
•self esteem
not
important
Wash frequency(times/week)
5
3,9
Cloth washing is a
Social event
Nuance
Own washing machine
28%
67%
Bleaching necessary
73%
18%
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Economic & Sociocultural Environment
Sociocultural Environment
7 / 35
Sociocultural Environment
Comparison of Regions on Relevant Aspects
Marketing
Strategies for
Low Income
Consumers
Characteristic
Northeast
South
Afro-European origins
65%
30%
Cleanliness is a symbol of :
•status
•self esteem
not
important
Wash frequency(times/week)
5
3,9
Cloth washing is a
Social event
Nuance
Own washing machine
28%
67%
Bleaching necessary
73%
18%
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Economic & Sociocultural Environment
Sociocultural Environment
7 / 35
Powder Detergent Market in the NE
Washing Process
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
The washing process followed by low-income households in
the Northeast :
Washing of clothes in the Northeast
“...women in the Northeast scrub clothes using bars of
laundry soap, a process which requires intense and sustained
effort. They then add bleach to remove tough stains and only
add a little detergent powder at the end, primarily to make
the clothes smell good.”a
a
INSEAD case study 5188(pp 3).
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
NE Market of Detergents
Actual Situation
8 / 35
Powder Detergent Market in the NE
Comparison of Laundry Soap and Powder Detergents
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
NE Market of Detergents
Actual Situation
9 / 35
Powder Detergent Market in the NE
Comparison of Laundry Soap and Powder Detergents
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
NE Market of Detergents
Actual Situation
9 / 35
Powder Detergent Market in the NE
Comparison of Laundry Soap and Powder Detergents
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
NE Market of Detergents
Actual Situation
9 / 35
Powder Detergent Market in the NE
Market Shares of Laundry Soaps and Detergents
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
NE Market of Detergents
Actual Situation
10 / 35
Powder Detergent Market in the NE
Market Shares of Laundry Soaps and Detergents
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
NE Market of Detergents
Actual Situation
10 / 35
Powder Detergent Market in the NE
What is Important to Consumers?
Marketing
Strategies for
Low Income
Consumers
Rank
Attribute
Value
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
NE Market of Detergents
Actual Situation
11 / 35
Powder Detergent Market in the NE
What is Important to Consumers?
Marketing
Strategies for
Low Income
Consumers
Rank
Attribute
Value
Cleanliness, whitening, productivity
24%
I. Efstratiou
Economic &
Sociocultural
Environment
1
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
NE Market of Detergents
Actual Situation
11 / 35
Powder Detergent Market in the NE
What is Important to Consumers?
Marketing
Strategies for
Low Income
Consumers
Rank
Attribute
Value
1
Cleanliness, whitening, productivity
24%
2
Smell ≡ softness
20%
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
NE Market of Detergents
Actual Situation
11 / 35
Powder Detergent Market in the NE
What is Important to Consumers?
Marketing
Strategies for
Low Income
Consumers
Rank
Attribute
Value
1
Cleanliness, whitening, productivity
24%
2
Smell ≡ softness
20%
3
Ability to remove stains
16%
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
NE Market of Detergents
Actual Situation
11 / 35
Powder Detergent Market in the NE
What is Important to Consumers?
Marketing
Strategies for
Low Income
Consumers
Rank
Attribute
Value
1
Cleanliness, whitening, productivity
24%
2
Smell ≡ softness
20%
3
Ability to remove stains
16%
4
Solubility ≡ foam
16%
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
NE Market of Detergents
Actual Situation
11 / 35
Powder Detergent Market in the NE
What is Important to Consumers?
Marketing
Strategies for
Low Income
Consumers
Rank
Attribute
Value
1
Cleanliness, whitening, productivity
24%
2
Smell ≡ softness
20%
3
Ability to remove stains
16%
4
Solubility ≡ foam
16%
5
Packaging
13%
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
NE Market of Detergents
Actual Situation
11 / 35
Powder Detergent Market in the NE
What is Important to Consumers?
Marketing
Strategies for
Low Income
Consumers
Rank
Attribute
Value
1
Cleanliness, whitening, productivity
24%
2
Smell ≡ softness
20%
3
Ability to remove stains
16%
4
Solubility ≡ foam
16%
5
Packaging
13%
6
Harm colors
11%
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
NE Market of Detergents
Actual Situation
11 / 35
Powder Detergent Market in the NE
Attribute Importance and Consumer Expections in the NE
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
NE Market of Detergents
Actual Situation
12 / 35
Powder Detergent Market in the NE
Attribute Importance and Consumer Expections in the NE
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
NE Market of Detergents
Actual Situation
12 / 35
Powder Detergent Market in the NE
Attribute Importance and Consumer Expections in the NE
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
NE Market of Detergents
Actual Situation
12 / 35
Brand Strategy
Why go Northeast?
Marketing
Strategies for
Low Income
Consumers
Two defensive reasons to go NE
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand Strategy
Motives
13 / 35
Brand Strategy
Why go Northeast?
Marketing
Strategies for
Low Income
Consumers
Two defensive reasons to go NE
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand Strategy
Motives
13 / 35
Brand Strategy
Why go Northeast?
Marketing
Strategies for
Low Income
Consumers
Two defensive reasons to go NE
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand Strategy
Motives
13 / 35
Brand Strategy
Do what ?
Marketing
Strategies for
Low Income
Consumers
Two aggressive reasons to go NE
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand Strategy
Motives
14 / 35
Brand Strategy
Do what ?
Marketing
Strategies for
Low Income
Consumers
Two aggressive reasons to go NE
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand Strategy
Motives
14 / 35
Brand Strategy
Do what ?
Marketing
Strategies for
Low Income
Consumers
Two aggressive reasons to go NE
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand Strategy
Motives
14 / 35
Brand Strategy
Opportunity Window : Perceived Quality-to-Price Matrix
Marketing
Strategies for
Low Income
Consumers
200
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Perceived quality index
I. Efstratiou
Marketing Mix
The Four Ps
Conclusions
0
0
200
Price index
SWOT Elements
Brand Strategy
Opportunity Window
15 / 35
Brand Strategy
Perceived Quality-to-Price Matrix : Exclude High Price
Marketing
Strategies for
Low Income
Consumers
200
7
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Perceived quality index
I. Efstratiou
4
Conclusions
5
3
Invicto
2
Pop
3
Campeiro
4
Bold
5
Minerva
6
Ace
7
OMO
2
1
Marketing Mix
The Four Ps
6
1
0
0
200
Price index
SWOT Elements
Brand Strategy
Opportunity Window
16 / 35
Brand Strategy
Perceived Quality-to-Price Matrix : Exclude Top Quality/Low Price
Marketing
Strategies for
Low Income
Consumers
200
7
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Perceived quality index
I. Efstratiou
4
Conclusions
5
3
Invicto
2
Pop
3
Campeiro
4
Bold
5
Minerva
6
Ace
7
OMO
2
1
Marketing Mix
The Four Ps
6
1
0
0
200
Price index
SWOT Elements
Brand Strategy
Opportunity Window
17 / 35
Brand Strategy
Perceived Quality-to-Price Matrix : Exclude Very Low Price
Marketing
Strategies for
Low Income
Consumers
200
7
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Perceived quality index
I. Efstratiou
4
Conclusions
5
3
Invicto
2
Pop
3
Campeiro
4
Bold
5
Minerva
6
Ace
7
OMO
2
1
Marketing Mix
The Four Ps
6
1
0
0
200
Price index
SWOT Elements
Brand Strategy
Opportunity Window
18 / 35
Brand Strategy
Quality-to-Price Perception Matrix : Exclude Medium Price Brands
Marketing
Strategies for
Low Income
Consumers
200
7
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Perceived quality index
I. Efstratiou
4
Conclusions
5
3
Invicto
2
Pop
3
Campeiro
4
Bold
5
Minerva
6
Ace
7
OMO
2
1
Marketing Mix
The Four Ps
6
1
0
0
200
Price index
SWOT Elements
Brand Strategy
Opportunity Window
19 / 35
Brand Strategy
Targets
Marketing
Strategies for
Low Income
Consumers
We want a new brand to...
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand Strategy
Targets
20 / 35
Brand Strategy
Targets
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
We want a new brand to...
1
Address an End User Base (Market Size) of :
53% (low income) × 48 million(population)
≈ 5 to 6 million
4 (average per house)
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand Strategy
Targets
20 / 35
Brand Strategy
Targets
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
We want a new brand to...
1
Economic &
Sociocultural
Environment
53% (low income) × 48 million(population)
≈ 5 to 6 million
4 (average per house)
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Address an End User Base (Market Size) of :
2
With a Characteristic of :
Superiority over low-priced detergents on 1 to 3 –
preferably the top – quality attributes. Benchmark
threshold : laundry soap.
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand Strategy
Targets
20 / 35
Brand Strategy
Targets
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
We want a new brand to...
1
Economic &
Sociocultural
Environment
53% (low income) × 48 million(population)
≈ 5 to 6 million
4 (average per house)
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
2
With a Characteristic of :
Superiority over low-priced detergents on 1 to 3 –
preferably the top – quality attributes. Benchmark
threshold : laundry soap.
3
Following a Market Strategy of :
Cost leadership focused on substitution of laundry
soap.
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
Address an End User Base (Market Size) of :
SWOT Elements
Brand Strategy
Targets
20 / 35
Brand Strategy
Value Chain
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Porter’s Value Chain
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
Support
Actual Situation
activities
NE Market of
Detergents
Firm infrastructure
Human Resources Management
Technological Development
Primary
activities
Motives
Opportunity
Window
Targets
Margin
Procurement
Brand Strategy
Inbound
Logistics
Operations
Outbound
Logistics
Marketing &
Sales
After sale
Service
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand Strategy
Targets
21 / 35
Brand Strategy
Value Chain
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Porter’s Value Chain
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
Support
Actual Situation
activities
NE Market of
Detergents
Firm infrastructure
Human Resources Management
Technological Development
Primary
activities
Motives
Opportunity
Window
Targets
Margin
Procurement
Brand Strategy
Inbound
Logistics
Operations
Outbound
Logistics
Marketing &
Sales
After sale
Service
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand Strategy
Targets
22 / 35
Brand Strategy
Value Chain
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Porter’s Value Chain
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
Support
Actual Situation
activities
NE Market of
Detergents
Firm infrastructure
Human Resources Management
Technological Development
Primary
activities
Motives
Opportunity
Window
Targets
Margin
Procurement
Brand Strategy
Inbound
Logistics
Operations
Outbound
Logistics
Marketing &
Sales
After sale
Service
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand Strategy
Targets
23 / 35
Brand Strategy
Value Chain
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Porter’s Value Chain
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
Support
Actual Situation
activities
NE Market of
Detergents
Firm infrastructure
Human Resources Management
Technological Development
Primary
activities
Motives
Opportunity
Window
Targets
Margin
Procurement
Brand Strategy
Inbound
Logistics
Operations
Outbound
Logistics
Marketing &
Sales
After sale
Service
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand Strategy
Targets
24 / 35
Brand Strategy
Value Chain
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Porter’s Value Chain
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
Support
Actual Situation
activities
NE Market of
Detergents
Firm infrastructure
Human Resources Management
Technological Development
Primary
activities
Motives
Opportunity
Window
Targets
Margin
Procurement
Brand Strategy
Inbound
Logistics
Operations
Outbound
Logistics
Marketing &
Sales
After sale
Service
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand Strategy
Targets
25 / 35
Brand Strategy
Value Chain
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Porter’s Value Chain
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
Support
Actual Situation
activities
NE Market of
Detergents
Firm infrastructure
Human Resources Management
Technological Development
Primary
activities
Motives
Opportunity
Window
Targets
Margin
Procurement
Brand Strategy
Inbound
Logistics
Operations
Outbound
Logistics
Marketing &
Sales
After sale
Service
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand Strategy
Targets
26 / 35
Brand Strategy
Value Chain
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Porter’s Value Chain
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
Support
Actual Situation
activities
NE Market of
Detergents
Firm infrastructure
Human Resources Management
Technological Development
Primary
activities
Motives
Opportunity
Window
Targets
Margin
Procurement
Brand Strategy
Inbound
Logistics
Operations
Outbound
Logistics
Marketing &
Sales
After sale
Service
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand Strategy
Targets
27 / 35
Marketing Mix
Value Proposition
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Product and Price Specifications
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing Mix
The Four Ps
28 / 35
Marketing Mix
Value Proposition
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Product and Price Specifications
Product :
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing Mix
The Four Ps
28 / 35
Marketing Mix
Value Proposition
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
Product and Price Specifications
Product :
Powder detergent
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing Mix
The Four Ps
28 / 35
Marketing Mix
Value Proposition
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
Product and Price Specifications
Product :
Powder detergent
Strong aroma. Choice of 2-3.
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing Mix
The Four Ps
28 / 35
Marketing Mix
Value Proposition
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
Product and Price Specifications
Product :
Powder detergent
Strong aroma. Choice of 2-3.
Laundry soap < Cleaning power Minerva
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing Mix
The Four Ps
28 / 35
Marketing Mix
Value Proposition
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Product and Price Specifications
Product :
Powder detergent
Strong aroma. Choice of 2-3.
Laundry soap < Cleaning power Minerva
Humidity resistant, small size package.
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing Mix
The Four Ps
28 / 35
Marketing Mix
Value Proposition
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Product and Price Specifications
Product :
Powder detergent
Strong aroma. Choice of 2-3.
Laundry soap < Cleaning power Minerva
Humidity resistant, small size package.
Price :
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing Mix
The Four Ps
28 / 35
Marketing Mix
Value Proposition
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Product and Price Specifications
Product :
Powder detergent
Strong aroma. Choice of 2-3.
Laundry soap < Cleaning power Minerva
Humidity resistant, small size package.
Price :
Comparable to soap plus bleach plus detergent.
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing Mix
The Four Ps
28 / 35
Marketing Mix
Value Proposition
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Product and Price Specifications
Product :
Powder detergent
Strong aroma. Choice of 2-3.
Laundry soap < Cleaning power Minerva
Humidity resistant, small size package.
Price :
Comparable to soap plus bleach plus detergent.
Beats any detergent in this category.
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing Mix
The Four Ps
28 / 35
Marketing Mix
Position
Marketing
Strategies for
Low Income
Consumers
Consumer’s Mind
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing Mix
The Four Ps
29 / 35
Marketing Mix
Position
Marketing
Strategies for
Low Income
Consumers
Consumer’s Mind
“Cleans better than soap with less effort”
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing Mix
The Four Ps
29 / 35
Marketing Mix
Position
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Consumer’s Mind
“Cleans better than soap with less effort”
“Choice of strong aromas”
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing Mix
The Four Ps
29 / 35
Marketing Mix
Position
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Consumer’s Mind
“Cleans better than soap with less effort”
“Choice of strong aromas”
“Package increases storage life”
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing Mix
The Four Ps
29 / 35
Marketing Mix
Position
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
Consumer’s Mind
“Cleans better than soap with less effort”
“Choice of strong aromas”
“Package increases storage life”
“Available at the local shop”
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing Mix
The Four Ps
29 / 35
Marketing Mix
Position
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
Consumer’s Mind
“Cleans better than soap with less effort”
“Choice of strong aromas”
“Package increases storage life”
“Available at the local shop”
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing Mix
The Four Ps
29 / 35
Marketing Mix
Position
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
Consumer’s Mind
“Cleans better than soap with less effort”
“Choice of strong aromas”
“Package increases storage life”
“Available at the local shop”
Physical
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing Mix
The Four Ps
29 / 35
Marketing Mix
Position
Marketing
Strategies for
Low Income
Consumers
Consumer’s Mind
“Cleans better than soap with less effort”
“Choice of strong aromas”
“Package increases storage life”
“Available at the local shop”
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
Physical
NE Market of
Detergents
Actual Situation
1
End User’s Points of Purchase : Local Shops
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing Mix
The Four Ps
29 / 35
Marketing Mix
Position
Marketing
Strategies for
Low Income
Consumers
Consumer’s Mind
“Cleans better than soap with less effort”
“Choice of strong aromas”
“Package increases storage life”
“Available at the local shop”
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
Physical
NE Market of
Detergents
Actual Situation
Brand Strategy
1
End User’s Points of Purchase : Local Shops
Sell everything, like a miniature supermarket.
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing Mix
The Four Ps
29 / 35
Marketing Mix
Position
Marketing
Strategies for
Low Income
Consumers
Consumer’s Mind
“Cleans better than soap with less effort”
“Choice of strong aromas”
“Package increases storage life”
“Available at the local shop”
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
Physical
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
1
End User’s Points of Purchase : Local Shops
Sell everything, like a miniature supermarket.
Provide finance to their customers.
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing Mix
The Four Ps
29 / 35
Marketing Mix
Position
Marketing
Strategies for
Low Income
Consumers
Consumer’s Mind
“Cleans better than soap with less effort”
“Choice of strong aromas”
“Package increases storage life”
“Available at the local shop”
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
Physical
NE Market of
Detergents
Actual Situation
1
Motives
Opportunity
Window
Targets
End User’s Points of Purchase : Local Shops
Sell everything, like a miniature supermarket.
Provide finance to their customers.
Brand Strategy
2
Direct Customers : Regional Wholesalers
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing Mix
The Four Ps
29 / 35
Marketing Mix
Position
Marketing
Strategies for
Low Income
Consumers
Consumer’s Mind
“Cleans better than soap with less effort”
“Choice of strong aromas”
“Package increases storage life”
“Available at the local shop”
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
Physical
NE Market of
Detergents
Actual Situation
1
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
End User’s Points of Purchase : Local Shops
Sell everything, like a miniature supermarket.
Provide finance to their customers.
Brand Strategy
2
Direct Customers : Regional Wholesalers
Supply local shops with large variety of products.
Conclusions
SWOT Elements
Marketing Mix
The Four Ps
29 / 35
Marketing Mix
Position
Marketing
Strategies for
Low Income
Consumers
Consumer’s Mind
“Cleans better than soap with less effort”
“Choice of strong aromas”
“Package increases storage life”
“Available at the local shop”
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
Physical
NE Market of
Detergents
Actual Situation
1
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
End User’s Points of Purchase : Local Shops
Sell everything, like a miniature supermarket.
Provide finance to their customers.
Brand Strategy
2
Direct Customers : Regional Wholesalers
Supply local shops with large variety of products.
Also provide finance to their customers.
SWOT Elements
Marketing Mix
The Four Ps
29 / 35
Marketing Mix
Position
Marketing
Strategies for
Low Income
Consumers
Consumer’s Mind
“Cleans better than soap with less effort”
“Choice of strong aromas”
“Package increases storage life”
“Available at the local shop”
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
Physical
NE Market of
Detergents
Actual Situation
1
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
End User’s Points of Purchase : Local Shops
Sell everything, like a miniature supermarket.
Provide finance to their customers.
Brand Strategy
2
Direct Customers : Regional Wholesalers
Supply local shops with large variety of products.
Also provide finance to their customers.
They are already used by the company.
Marketing Mix
The Four Ps
29 / 35
Marketing Mix
Promotion
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Pull Tactics
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing Mix
The Four Ps
30 / 35
Marketing Mix
Promotion
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Pull Tactics
1
Above the Line Communications
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing Mix
The Four Ps
30 / 35
Marketing Mix
Promotion
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
Pull Tactics
1
Above the Line Communications
Television ads
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing Mix
The Four Ps
30 / 35
Marketing Mix
Promotion
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
Pull Tactics
1
Above the Line Communications
Television ads
Radio ads
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing Mix
The Four Ps
30 / 35
Marketing Mix
Promotion
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Pull Tactics
1
NE Market of
Detergents
Above the Line Communications
Television ads
Radio ads
Economic
Environment
Sociocultural
Environment
2
Below the Line Communications
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing Mix
The Four Ps
30 / 35
Marketing Mix
Promotion
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Pull Tactics
1
NE Market of
Detergents
Actual Situation
Above the Line Communications
Television ads
Radio ads
Economic
Environment
Sociocultural
Environment
2
Below the Line Communications
Exhibitions at points of use.
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing Mix
The Four Ps
30 / 35
Marketing Mix
Promotion
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Pull Tactics
1
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Above the Line Communications
Television ads
Radio ads
Economic
Environment
Sociocultural
Environment
2
Below the Line Communications
Exhibitions at points of use.
Promotional samples at exhibition.
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing Mix
The Four Ps
30 / 35
Marketing Mix
Promotion
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Pull Tactics
1
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Above the Line Communications
Television ads
Radio ads
Economic
Environment
Sociocultural
Environment
2
Below the Line Communications
Exhibitions at points of use.
Promotional samples at exhibition.
Word of mouth.
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing Mix
The Four Ps
30 / 35
Conclusion
SWOT – Strengths
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
What the company has
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Conclusions
SWOT Elements
31 / 35
Conclusion
SWOT – Strengths
Marketing
Strategies for
Low Income
Consumers
What the company has
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
1
Ability to perform direct primary market research with
reliable and quick results.
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Conclusions
SWOT Elements
31 / 35
Conclusion
SWOT – Strengths
Marketing
Strategies for
Low Income
Consumers
What the company has
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
1
Ability to perform direct primary market research with
reliable and quick results.
2
Experience in introducing a new product into an
uncharted market.
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Conclusions
SWOT Elements
31 / 35
Conclusion
SWOT – Strengths
Marketing
Strategies for
Low Income
Consumers
What the company has
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
1
Ability to perform direct primary market research with
reliable and quick results.
2
Experience in introducing a new product into an
uncharted market.
3
Financial robustness to undertake the investment.
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Conclusions
SWOT Elements
31 / 35
Conclusion
SWOT – Strengths
Marketing
Strategies for
Low Income
Consumers
What the company has
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
1
Ability to perform direct primary market research with
reliable and quick results.
2
Experience in introducing a new product into an
uncharted market.
3
Financial robustness to undertake the investment.
4
Capacity to expand operations w/o administrative
shocks.
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Conclusions
SWOT Elements
31 / 35
Conclusion
SWOT – Strengths
Marketing
Strategies for
Low Income
Consumers
What the company has
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
1
Ability to perform direct primary market research with
reliable and quick results.
2
Experience in introducing a new product into an
uncharted market.
3
Financial robustness to undertake the investment.
4
Capacity to expand operations w/o administrative
shocks.
5
Distribution channels already in place and working.
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Conclusions
SWOT Elements
31 / 35
Conclusion
SWOT – Weaknesses
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
What the company does not
have
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Conclusions
SWOT Elements
32 / 35
Conclusion
SWOT – Weaknesses
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
What the company does not
have
1
A ready-to-go product or brand.
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Conclusions
SWOT Elements
32 / 35
Conclusion
SWOT – Weaknesses
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
What the company does not
have
1
A ready-to-go product or brand.
2
An in situ market research and sales promotion team.
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Conclusions
SWOT Elements
32 / 35
Conclusion
SWOT – Weaknesses
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
What the company does not
have
1
A ready-to-go product or brand.
2
An in situ market research and sales promotion team.
3
A managerial task force assembled for the project.
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Conclusions
SWOT Elements
32 / 35
Conclusion
SWOT – Opportunities
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
What the company stands to
gain
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Conclusions
SWOT Elements
33 / 35
Conclusion
SWOT – Opportunities
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
What the company stands to
gain
1
Open a new market as a first mover.
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Conclusions
SWOT Elements
33 / 35
Conclusion
SWOT – Opportunities
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
What the company stands to
gain
1
Open a new market as a first mover.
2
A brand allowing access to low income customers outside
the Northeast also.
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Conclusions
SWOT Elements
33 / 35
Conclusion
SWOT – Opportunities
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
What the company stands to
gain
1
Open a new market as a first mover.
2
A brand allowing access to low income customers outside
the Northeast also.
3
Come closer to another untapped market : North.
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Conclusions
SWOT Elements
33 / 35
Conclusion
SWOT – Opportunities
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
What the company stands to
gain
1
Open a new market as a first mover.
2
A brand allowing access to low income customers outside
the Northeast also.
3
Come closer to another untapped market : North.
4
Improve the company’s brand name through CSR.
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Conclusions
SWOT Elements
33 / 35
Conclusion
SWOT – Opportunities
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
What the company stands to
gain
1
Open a new market as a first mover.
2
A brand allowing access to low income customers outside
the Northeast also.
3
Come closer to another untapped market : North.
4
Improve the company’s brand name through CSR.
5
Generate new echelons for managerial staff.
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Conclusions
SWOT Elements
33 / 35
Conclusion
SWOT – Opportunities
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
What the company stands to
gain
1
Open a new market as a first mover.
2
A brand allowing access to low income customers outside
the Northeast also.
3
Come closer to another untapped market : North.
4
Improve the company’s brand name through CSR.
5
Generate new echelons for managerial staff.
6
Transform taxes to assets
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Conclusions
SWOT Elements
33 / 35
Conclusion
SWOT – Threats
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
What the company may lose
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Conclusions
SWOT Elements
34 / 35
Conclusion
SWOT – Threats
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
What the company may lose
In case of failure : The market research expenses
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Conclusions
SWOT Elements
34 / 35
Conclusion
SWOT – Threats
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
What the company may lose
In case of failure : The market research expenses
In case of success :
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Conclusions
SWOT Elements
34 / 35
Conclusion
SWOT – Threats
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
What the company may lose
In case of failure : The market research expenses
In case of success :
Cannibalize “Campeiro” completely.
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Conclusions
SWOT Elements
34 / 35
Conclusion
SWOT – Threats
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
What the company may lose
In case of failure : The market research expenses
In case of success :
Cannibalize “Campeiro” completely.
Cannibalize “Minerva Soap” partially.
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Conclusions
SWOT Elements
34 / 35
References
Marketing
Strategies for
Low Income
Consumers
I. Efstratiou
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment
NE Market of
Detergents
Actual Situation
Brand Strategy
Motives
Opportunity
Window
Targets
Marketing Mix
The Four Ps
Conclusions
http://biblioteca.ibge.gov.br/visualizacao/
livros/liv7924.pdf
http://cases.insead.edu/unilever/documents/
Unilever%20IC.pdf
http://www.unilever.com.br/Images/HISTORIA_DA_
UNILEVER_FINAL_tcm95-112364.pdf
[4] INTERNATIONAL MARKETING – Lecture Notes –
Marketing Department – Freiberg University of
Technology – MBA Programm International Business in
Developing and Emerging Markets – Summer Term 2014
[5] Notes on Business Strategy – J. P. Efstratiou – 2011
SWOT Elements
Conclusions
SWOT Elements
35 / 35