UNILEVER MEMO
In order to gain market shares through the low-income segment of the Brazilian market, Unilever should launch a new Detergent Powder brand at an affordable price, which could replace in the long-run Campeiro, its cheapest brand. However this strategy is not without any risks, since it can lead to the cannibalization of Minerva.

With 81% of market shares in Brazil, Unilever is the leader of the Detergent Powder market. It owns three brands in Brazil: Omo, Minerva and Campeiro. Omo is the top brand of the portfolio and perceived as a high quality at a premium position. Minerva is a medium quality product with low brand awareness. Campeiro is a well-known cheapest product but with a low top of mind penetration. In order to develop its presence in Brazil and to gain market shares, Unilever’s top management wants now to target the low-income segment living in the Northeast region of the country. This is a very new segment that Unilever cannot market as the traditional......

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Title: Unilever In Brazil Low Income
Approximate Word Count: 592
Approximate Pages: 3 (250 words per double-spaced page)

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