1.Should Unilever target the NE segment? Is the segment attractive and can Unilever compete? What are the pro’s and con’s?
According to the Unilever Brazil case, Unilever already had an 81% share of the Brazil detergent market which far exceeds than its strong competitor Procter& Gamble’s 15% share. However, it is facing a real threat that P&G Brazil may draw on worldwide R&D and marketing expertise is closing up and will attack in low-income segment in the Northeast of Brazil. What’s more, there is no other way to expand Unilever Brazil in detergent market and growing number of small local brands targeted at low-income consumers …show more content…
Promotion: As we know from the case, the illiteracy rate of NE consumers is more than 40% and many women in the NE view washing clothes as one of the more pleasurable activities of their week. Promotion will rely heavily on producing imagery message to communicate with customers. That imagery must be funny and impressive so that women would talk about those things while they are using S products. Moreover, Unilever could produce some slogans that based on the symbolic value NE people attach to cleanses. For example, the slogan can be “Using S, you will have a brighter life.” Promotions could also be advertising via television and billboard.
Distribution: We are been told that Unilever is unable