Brazil Business Plan

Degree Deodorants in Brazil—Opening Campaign Rio de Janeiro, Brazil

Global Business Plan

1) Overview

Brazil is the largest and most populous country in South America, boasting a population of 202,656,788 (July 2014 est). Brazil has the sixth largest economy in the world; it is number five in terms of size (8.5 million square kilometers) and population. Brazil is bounded by the Atlanta Ocean, has terrain including lowlands, hills, and some mountains. Also, Brazil climate has climate temperatures ranging from 72 degrees Fahrenheit to 100 degrees Fahrenheit. Brazil’s population is largely young—60% of Brazilians are age 29 or younger. Brazil’s youthful and growing populous offers a unique opportunity for Unilever, Brazil’s “number 1” fragrance and deodorant marketer, to introduce a new deodorant for women. Degree Deodorant for Women will take Brazil by storm, building momentum from the beginning of 2015 through the close of the 2016 summer Olympics. The opening campaign for Degree Deodorant for Women, in Rio de Janeiro, Brazil, will take place during Rio’s warm season, starting December (2015) through March (2016), and culminating through the actual Olympic games in August of 2016.

Unilever History in Brazil

Unilever started out as the Lever Brothers in Brazil in 1929. A deodorant named Rexona, which was created in 1908 by an Australian pharmacist and his wife, was introduced to Brazil by Unilever in 1960. Rexona, another highly successful Unilever product in Brazil, will be the largest competitor for Unilever’s newly introduced deodorant, Degree. The Degree brand name was pioneered by Helene Curtis and acquired by Unilever in 1996.

2) Country Analysis

Demographic by Age – Age Structure

As noted before, 60% of Brazil’s population is below the age of 29 years old and 84.5% are below the age of 54 years old. Brazil’s population is considerably “younger” than the population of the United States—offering a unique opportunity for Degree Deodorant’s...