Omo, launched in in Brazil, was the first detergent powder in the country and it still is the most successful brand in Brazil. While possible cannibalization for Minerva soap, Unilever should be ready to get rid of the dog and grow its cash cow. Summing up, this market is characterized by oligopolistic competition since the main detergent sellers are only three, trying to grab as many buyers as possible. They focus on understanding the features of the low-income consumers: Bundling of cardboard box package with refill pack Distribution:

Brazil and Mexico; major competitors like P G and Unilever. The advertisement will present a group of common women, both young and older, dressed simply, rinsing their clothes at a public laundry. Invicto is actually the key competitor of Campeiro in terms of sales Exhibit 1. However, being it a MNE, its dominance is threatened anytime, on any front, by competition both global and local which is always trying to master more and more segments of the market. Detergents remain the cash cow of Unilever Brazil, but the company has been recently focusing on understanding emerging markets in order to transform cash cows into products with potential for growth.

This would initially encourage minimarket owners to energetically promote the product to their unilrver clients, given the fact that it will be one of the products to give them the highest margins of profit in that period. The Everyman Project was launched in India and is now being tried in Brazil, with the future aim to reach Africa and the rest of Latin America next.

Brazil Unilever – 1996 Marketing Case Study

The issue is how to justify diverting money from Omo to invest in a lower-margin segment. This concern, though, can be well addressed by Laercio, who is aware of the threat posed by local brands targeted at low-income consumers, thanks to his experience in India. On the other hand, Invicto enjoys the highest level of market penetration, positioning itself even above Campeiro, probably because of its long-term establishment as a Brazilian firm.


In order to take over the sales of laundry soap category, Campeiro could offer plastic package to NE consumers for refilling the traditional cardboard boxes. Unilever in Brazil By Min Naing Soe. InUnilever developed. Taking advantage of economies of scale, the bigger packages will drive down the cost per kilo, which will benefit consumers in the end.

Click here to sign up. Detergents remain the cash cow of Unilever Brazil, but the company has been recently focusing on understanding emerging markets in order to transform cash cows into products with potential for growth.

unilever in brazil case study swot

While it already has many contracts with bigger wholesalers due to its leading position in the sector, making agreements with local suppliers will mean high transaction costs. February 20, January 4, Daniel H.

Brazil Unilever – Marketing Case Study – Practicum

Instead, the discount will be applied to the wholesale price, the one small market owners will pay in order to get the product on their shelves.

The frequency of washing, is higher in the NE, because, beyond the fact that people here have more free time, they also own less clothes and need to clean them more often. Ovidijus Jurevicius January 8, Print. Unilever—A Case Study Published: In the NE indeed, washing clothes is seen as something pleasant, since it happens in public places, where women meet and chat.

Along with the TV advertisement, swlt posters will be exposed in tactical locations with Frank holding a box of Limpex, with the slogan written on the side.

Your search for case study solution ends here. Finally, the segments differ also on the behavioural side.

Unilever is responding to challenging conditions in both developed and emerging home care Strong lead in Brazil. First of all, the firm made a geographic segmentation, distinguishing the Northeast from the Southeast of the country and looking at differences among the citizens of the two areas. Target markets After studying the Nuilever Brazilian consumers features, Unilever decides to enter this segment, even though to some employees it may seem a hazard for a large multinational firm, with a rather important cost structure.


Brasil Foods Case Study Report. Unilever is one of the unileer leading suppliers of fast-moving consumer goods.

unilever in brazil case study swot

Company Analysis Unilever is studu multinational enterprise, with production facilities in nearly countries around the world, a deep and broad portfolio of brands belonging to different product categories, thus enjoying benefits from both brand knowledge and brand awareness among people worldwide.

This marketing plan aims at introducing a moderate quality detergent with an affordable price for low-income consumers.

unilever in brazil case study swot

Unilever, though, has no knowledge of low- income consumers in this country or first-hand experience of the kind of marketing strategy that would work for this segment. Obviously, this strategy has some costs that Unilever needs to consider.

The AD should emphasize whitening and smell, because many poor NE people are proud of keeping their clothes spotlessly clean, and detergent powder does not have the yellowish color and smell limitation that laundry soap has. It is basically a brand of male grooming products, which was launched in France.

Find a description of Unilever, including our history, brands, partners, unileevr and leadership. Key Industry Players in Brazil Unilever. Limpex presents all the characteristics needed in the new detergent as for cleaning power and efficiency in stain removal; furthermore, it is especially known for its strong and pleasant fragrances, which will especially appeal to North East Brazilian women who highly value this characteristic.