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Prize winner
Subject category: Marketing
Published by: INSEAD
Originally published in: 2007
Version: 08/2020
Revision date: 24-Jul-2015
Notes: To maximise their effectiveness, colour items should be printed in colour.

Abstract

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.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.
Location:
Industry:
Other setting(s):
1996-2004

About

Abstract

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.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Location:
Industry:
Other setting(s):
1996-2004

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