Unilever in Brazil
— Should Unilever target the low-income segment of consumers in the Northeast?
`• To answer this question, examine the short-term financial implications of the decision as well as long-term strategic implications.
• What would be the profitability of a new initiative in this lower-margin segment?
— Evaluate Unilver’s current brand portfolio. Is a new brand necessary to serve the low-income segment or could Unilever reposition one of its existing brands or simply launch a brand extension?
— Design the marketing mix (4P):
• Choose price, promotion (objectives, message, etc), product (formulation and packaging), and distribution that will allow Unilever to create value for low-income consumers in the Northeast of Brazil.
