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Prize winner
Case
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Reference no. 504-009-1
Subject category: Marketing
Authors: Pierre Chandon (INSEAD); Pedro Pacheco Guimaraes (INSEAD)
Published by: INSEAD
Originally published in: 2004
Version: 06/2023
Revision date: 9-Jun-2023
Length: 24 pages
Data source: Field research
Topics: Media support; Branding; Low-income consumers; Marketing; Poverty; New product introduction; Break-even analysis; Advertising; Pricing; Poor; Distribution; Promotion; Product; Powder; Detergent; Guimaraes; Brazil; Unilever
Notes: To maximise their effectiveness, colour items should be printed in colour.
Share a link: https://casecent.re/p/62368
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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:
South America
Industry:
Consumer goods
Other setting(s):
1996-2004
Teaching note
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Reference no. 504-009-8
Subject category: Marketing
Authors: Pierre Chandon (INSEAD); Pedro Pacheco Guimaraes (INSEAD)
Published by: INSEAD
Originally published in: 2004
Version: 08/2020
Revision date: 24-Jul-2015
Length: 33 pages
Data source: Field research
Notes: To maximise their effectiveness, colour items should be printed in colour.
View full details
Case
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Reference no. E504-009-1
Spanish language
Subject category: Marketing
Authors: Pierre Chandon (INSEAD); Pedro Pacheco Guimaraes (INSEAD)
Published by: INSEAD
Originally published in: 2013
Version: 02.2013
Length: 24 pages
Data source: Field research
Topics: Branding; Low-income consumers; Marketing; Poverty; New product introduction; Break-even analysis; Advertising; Pricing; Poor; Distribution; Promotion; Product; Powder; Detergent; Brazil; Unilever
Notes: To maximise their effectiveness, colour items should be printed in colour.
View full details
Case
-
Reference no. P504-009-1
Portuguese language
Subject category: Marketing
Authors: Pierre Chandon (INSEAD); Pedro Pacheco Guimaraes (INSEAD)
Published by: INSEAD
Originally published in: 2010
Version: 01.2010
Length: 23 pages
Data source: Field research
Topics: Multimedia; Media support; Branding; Low-income consumers; Marketing; Poverty; New product introduction; Break-even analysis; Advertising; Pricing; Poor; Distribution; Promotion; Product; Powder; Detergent; Guimaraes; Brazil; Unilever
Notes: To maximise their effectiveness, colour items should be printed in colour.
View full details

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:
South America
Industry:
Consumer goods
Other setting(s):
1996-2004

Related

Teaching note
-
Reference no. 504-009-8
Subject category: Marketing
Authors: Pierre Chandon (INSEAD); Pedro Pacheco Guimaraes (INSEAD)
Published by: INSEAD
Originally published in: 2004
Version: 08/2020
Revision date: 24-Jul-2015
Length: 33 pages
Data source: Field research
Notes: To maximise their effectiveness, colour items should be printed in colour.
View full details
Case
-
Reference no. E504-009-1
Spanish language
Subject category: Marketing
Authors: Pierre Chandon (INSEAD); Pedro Pacheco Guimaraes (INSEAD)
Published by: INSEAD
Originally published in: 2013
Version: 02.2013
Length: 24 pages
Data source: Field research
Topics: Branding; Low-income consumers; Marketing; Poverty; New product introduction; Break-even analysis; Advertising; Pricing; Poor; Distribution; Promotion; Product; Powder; Detergent; Brazil; Unilever
Notes: To maximise their effectiveness, colour items should be printed in colour.
View full details
Case
-
Reference no. P504-009-1
Portuguese language
Subject category: Marketing
Authors: Pierre Chandon (INSEAD); Pedro Pacheco Guimaraes (INSEAD)
Published by: INSEAD
Originally published in: 2010
Version: 01.2010
Length: 23 pages
Data source: Field research
Topics: Multimedia; Media support; Branding; Low-income consumers; Marketing; Poverty; New product introduction; Break-even analysis; Advertising; Pricing; Poor; Distribution; Promotion; Product; Powder; Detergent; Guimaraes; Brazil; Unilever
Notes: To maximise their effectiveness, colour items should be printed in colour.
View full details
Awards, prizes & competitions
2008 - The Case Centre Awards - Overall winner
2007 - The Case Centre Awards - Category winner
2004 - EFMD Case Writing Competition - category winner
Extra information