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Spanish language
Subject category: Marketing
Published by:
INSEAD (2013)
24 pages
Data source:
Field research
To maximise their effectiveness, colour items should be printed in colour.


This is a Spanish version. Unilever is a solid leader in the Brazilian detergent powder market with an 81% market share. Laercio Cardoso must decide (1) whether Unilever should divert money from its premium brands to target the lower-margin segment of low-income consumers, (2) whether Unilever can reposition or extend one of its existing brands to avoid launching a new brand, and (3) what price, product, promotion, and distribution strategy would allow Unilever to deliver value to low-income consumers without cannibalizing its own premium brands too heavily. Instructors can access video interviews with the managers mentioned in the case, television commercials, and PowerPoint presentations to be used in the classroom or as handouts on the dedicated case website using the login and password mentioned in the teaching note.


Branding; Low-income consumers; Marketing; Poverty; New product introduction; Break-even analysis; Advertising; Pricing; Poor; Distribution; Promotion; Product; Powder; Detergent; Brazil; Unilever
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