Case Study Unilever

Case Study

in Brazil

Team Marketing I

www.company.com

Contents

i. Introduction ii. Background to the problem iii. Analysis

i. ii. iii. New brand Brand extension Line extension I, II

iv. Marketing Mix Campeiro v. Outlook vi. References

European Case Studies – Team Marketing I – EM 2/12

08/04/2015

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Introduction

Basic facts

Brazil

 202 million inhabitants  GDP per capita: 11.079,54 US-$

NE: 13.6 % SE: 55.2 %

Unilever

 48.4 billion € turnover  Emerging markets:

57 % of business

 172,000 employees

European Case Studies – Team Marketing I – EM 2/12

08/04/2015

3 www.company.com

Introduction

 Objective

Decide whether the company should

o change the way it markets its detergent brands o to low-income consumers o in the Northeast of Brazil.

European Case Studies – Team Marketing I – EM 2/12

08/04/2015

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Background to the problem

P&G‘s marketing and R&D expertise

• social gap between NE & SE

• difficulties in reaching

low-income consumers

European Case Studies – Team Marketing I – EM 2/12

08/04/2015

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Unilever’s Corporate Life Cycle

Penetration/market impact

Introduction

Growth

Maturity

Decline

European Case Studies – Team Marketing I – EM 2/12

08/04/2015

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Analysis - Approaches

Product

Existing New

Existing

Market

Line extension

Brand extension

New

Multibrand strategy

New brand

European Case Studies – Team Marketing I – EM 2/12

08/04/2015

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BCG’s Matrix

OMO Minerva

Campeiro Brilhante

https://mamikikeyu.files.wordpress.com/2011/05/bcg-matrix.gif

European Case Studies – Team Marketing I – EM 2/12

08/04/2015

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Analysis - Approaches

New brand

 „Limpa“  Mixture of detergent powder & laundry soap  Price: inbetween OMO & Campeiro • Additional costs: $0.10 per kg → Too expensive for NE & Unilever, long...