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.

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


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