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Uniliver in Brazil: Marketing Strategies for low-income consumers by Mind Map: Uniliver in Brazil: Marketing
Strategies for low-income
consumers
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Uniliver in Brazil: Marketing Strategies for low-income consumers

Goals

Serve the low-income customers in Northeast Brazil

Strategy

Segmentation

Target

Position (value)

Analysis

Customers

low-income customers liked Uno but can not afford them

usually purchase cheaper local brands

Northeast, mixed African-European descent, 28% of households own a washing machine, 73% use of bleach, Used bars of laundry soap to scrub clothes, Washing clothes is a social event, clean clothes an indicator of social status, quality of product, power of the detergent, quality judged by amount of foam produced, smell, ability to remove stains, absence of residue, Packaging, Impact on colors, Least important

Southeast, Mostly European, economic & political power house, 67% of households own a washing machine, 18% used bleach, Most used powder detergent in washing machines, Washing is done alone

Competition

Detergent Powder, Procter & Gamble, began operations in Brazil in 1988, Products, Ace, Bold, Pop, 15% market share nationally, 17.5% in NE, Ace 11% market share, Campeiro, 6% share, 57% of Omo's price

Laundry soap, Market, $102 million, 81,250 tons, Slow growth rate: 6%, multi-use product, Produced from animal fat, Bem-te-vi, 11% market share, Flora Fabril, 6%

Collaborators

Company

$56B world-wide company

300,000 employes

150 countries

1,600 brands

Started operations in Brazil in 1929

Launched Omo detergent brand in 1957

Powder, Omo, $3 per kg, 52% share, Minerva, 17% share in NE, price 82% of Omo, Compeiro

laundry soap, Minerva, 19% of market share

Context

Brazil: 8.5 million km2

Cycles of deep recession and strong recovery

Poor buying power increased 27% per year 1995-96

1996: Per capita income $4,420

Northeast lagged behind Southeast

Tactics

Product

4 200-mg bars

1 200-mg powder

Plastic packaging

Price

Place

Promotion