The Case Centre’s top 40 bestselling cases

Eighth place  -Unilever in Brazil: Marketing Strategies for Low-Income Consumers
The case
Case: Unilever in Brazil Unilever in Brazil
Authors: Pierre Chandon and Pedro Pacheco Guimaraes
Institution: INSEAD
Ref: 504-009-1
Date published: 2007
Unilever was a solid leader in the Brazilian detergent powder market with an 81% market share. Should it divert money from its premium brands to target the lower-margin segment of low-income consumers? And could it reposition or extend one of its existing brands to avoid launching a new brand? Finally, what price, product, promotion, and distribution strategy would allow Unilever to deliver value to low-income consumers without cannibalising its own premium brands too heavily?
 
The authors

Pierre Chandon is the L’Oréal Chaired Professor of Marketing, Innovation and Creativity at INSEAD, Fontainebleau, France.
e pierre.chandon@insead.edu

Pedro Pacheco Guimaraes is now a Partner at McKinsey & Co.

 

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