Unilever in Brazil (1997-2007): Marketing Strategies for Low-Income Consumer (Portuguese Version)

Unilever 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 to low-income consumers without having to drastically dismantle their own premium brands.