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Unilever in Brazil (1997-2007): Marketing Strategies for Low-Income Consumers - Teaching note
Pacheco Guimaraes, Pedro; Chandon, PierreTeaching Note INSEAD-5188TN-EMarketingTeaching note for the case 5188Starting at €0.00
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Unilever in Brazil (1997-2007): Marketing Strategies for Low-Income Consumer (Portuguese Version)
Pacheco Guimaraes, Pedro; Chandon, PierreCase INSEAD-5188PT-PPMarketingUnilever is a leading brand of detergent powder in Brazil, with a share price of 81%. Laercio Cardoso must decide (1) whether Unilever should divert money from its premium brands to reach the segment of low-income consumers, (2) whether Unilever can reposition and extend one of its current brands so that it does not have to launch a new brand , and (3) what price, product, promotion and distribution strategy would enable Unilever to deliver value...Starting at €8.20