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INSEAD (France)
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Unilever in Brazil (1997-2007): Marketing Strategies for Low-Income Consumer (Portuguese Version)
Pacheco Guimaraes, Pedro; Chandon, PierreCase INSEAD-5188PT-PPMarketingUnilever is a leading brand of detergent powder in Brazil, with a share price of 81%. Laercio Cardoso must decide (1) whether Unilever should divert money from its premium brands to reach the segment of low-income consumers, (2) whether Unilever can reposition and extend one of its current brands so that it does not have to launch a new brand , and (3) what price, product, promotion and distribution strategy would enable Unilever to deliver value...Starting at €8.20
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Unilever en Brasil (1997-2007): Estrategias de marketing dirigidas a consumidores de bajo poder adquisitivo
Pacheco Guimaraes, Pedro; Chandon, PierreCase INSEAD-5188SPMarketingUnilever es un sólido líder en el mercado brasileño de detergente en polvo con una cuota de mercado del 81%. Laercio Cardoso debe decidir (1) si Unilever debe desviar dinero de sus marcas de primera calidad para apuntar al segmento de menor margen de los consumidores de bajos ingresos, (2) si Unilever puede reposicionar o ampliar una de sus marcas existentes para evitar el lanzamiento de una nueva marca, y (3) qué precio, producto, promoción y di...Starting at €8.20
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Unilever in Brazil (1997-2007): Marketing Strategies for Low-Income Consumers - Teaching note
Pacheco Guimaraes, Pedro; Chandon, PierreTeaching Note INSEAD-5188TN-EMarketingTeaching note for the case 5188Starting at €0.00