The Everyman Project was launched in India and is now being tried in Brazil, with the future aim to reach Africa and the rest of Latin America next. Key Assumptions are shown as below for the calculation above: In it had a portfolio of over brands worldwide, offering a wide range of products food, beverages, cleaning and personal care products. Possible Cannibalization of Minerva, but the low-income market size is big enough to compensate the cannibalization loss. In , Unilever developed. Once the discount period is over, consumers will have experienced the effectiveness of the new low-cost detergent, and will be attached to the brand.

A special discount will be applied in the first four months of the life of the product, but not to the price addressed to final consumers. Unilever is a pioneer of the consumer goods industry in Brazil. Brasil Foods Case Study Report. The advertisement will present a group of common women, both young and older, dressed simply, rinsing their clothes at a public laundry. Unilever case study analysis – Blog Akirademy 26 Apr Unilever case study analysis. Unilever is one of the world’s leading suppliers of fast-moving consumer goods.

At the time unilsver evaluating strengths and weaknesses of each of these three competing brands, we can claim that Pop and Invicto are well known brands, but Campeiro enjoys a slightly higher brand knowledge.

Your search for case study solution ends here. The reasons for this move come from an evaluation of this segment, performed by looking at three main factors: While possible cannibalization for Minerva soap, Unilever should be ready to get rid of the dog and grow its cash cow.

Controlled coupon distribution avoid brand dilute by price discrimination. Distribution strategy The newly introduced product will be sold not in wholesales retailer chains, not in big supermarkets, which are difficult to reach for the target customers selected, but in small local shops.


Unilever is the largest tea company in the world thanks to brands such as Lipton and Brooke. In recent years, Unilever has disposed of several of its food Unilever should diversify its sauces portfolio in Brazil.

unilever in brazil case study swot

Unilever in Brazil Team: Finally, the segments differ also on the behavioural side. Reposition Campeiro to not only cater to low-income segment, but as an alternative to take over the soap market including own brand Minerva. Omo small size cardboard box package Price: Unilever in Brazil Team: The frequency of washing, is higher in the NE, because, beyond the fact that people here have more free time, they also own less clothes and need to clean them more often.

As for above-the-line communication, the best way to make the target consumers feel connected to the new brand is through a television advertisement, which will be the main media responsible for the spread of the advertising message: Unilever case study analysis – Blog Akirademy 26 Apr Unilever case study analysis.

Limpex presents all the characteristics needed in the new detergent as for cleaning power and efficiency in stain removal; furthermore, it is especially known for its strong and pleasant fragrances, which will especially appeal to North East Brazilian women who highly value this characteristic. By Min Naing Soe.

unilever in brazil case study swot

In particular, it should give importance mainly to the perceived power of the product, which must be able to produce a relevant quantity of foam, and they should deliver a detergent with a very good smell. Target markets After studying the NE Brazilian consumers features, Unilever decides to enter this segment, even though to some employees it may seem a hazard for a large multinational firm, with a rather important cost structure. Omo, Minerva and Campeiro. Dec 6, This case deals with Unilever home care division and in specific the case studies of Unilever detergent brands available in the Brazilian market.


unilever in brazil case study swot

Unilever in Brazil For the same reasons, some stuey patterns will be added as decoration, mainly the roses and cherry blossoms that give the product its distinctive smell. Considering also the economic situation of the area, consumers might prefer to support local shops and local communities.

unilever in brazil case study swot

Also, poor roads, harder communication channels and few electricity infrastructures must be considered, given that it will make transportation more difficult and costly. Unilever—A Case Study Published: Unilever in Brazil Case Study.

Key Industry Players in Brazil Unilever. The company finds its strengths over competition in its flexible pricing strategy and in the expertise in distribution channels which are able to reach any ewot of consumer around the globe.

On the other hand, Invicto enjoys the highest level of market penetration, positioning itself even above Campeiro, probably because of its long-term establishment as a Brazilian firm. In it had a portfolio of over brands worldwide, offering a wide range of products food, beverages, cleaning and personal care products.

Brazil Unilever – Marketing Case Study – Practicum

sudy Moreover, detergent usage is increasing in the NE, thus making this move even more appealing. However, as a group, they represent a vast segment which is largely untapped, therefore it can be attractive given the low level of competition.

Unilever has operated all over the world also with research laboratories and it is organized into four main divisions based on csse products it offers. They focus on understanding the features of the low-income consumers: Ovidijus Jurevicius January 8, Print.