Case Unilever - Marketing
MGT 6170-Marketing, Unilever in Brazil Case Study
Table of Contents
1. INTRODUCTION ............................................................................................................... 2 1.1. 2. Aim of the report .................................................................................................. 2
CONSUMER BEHAVIOUR ON PURCHASE OF DETERGENTS IN BRAZIL ................. 2 2.1. 2.2. Consumer decision Process ................................................................................. 2 Influences on consumer decision making ............................................................ 2
3.
MAIN PLAYERS AND THEIR CURRENT STRATEGIES .................................................. 3 3.1. 3.2. Unilever and their current strategies ................................................................... 3 P&G and their current strategies ........................................................................ 4
4. 5.
SWOT ANALYSIS ............................................................................................................... 4 STRATEGIES FOR UNILEVER ......................................................................................... 5 5.1. 5.2. Growth Strategies ................................................................................................ 5 Market Penetration Strategy ................................................................................ 6
6. 7.
CONCLUSION ................................................................................................................... 8 REFERENCES .................................................................................................................... 9
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MGT 6170-Marketing, Unilever in Brazil Case Study
1. INTRODUCTION Unilever focussed on improving growth opportunities in the marketing of detergents to low income consumer in Northeast of Brazil and appointed Laercio Cardoso to explore the opportunities
Table of Contents
1. INTRODUCTION ............................................................................................................... 2 1.1. 2. Aim of the report .................................................................................................. 2
CONSUMER BEHAVIOUR ON PURCHASE OF DETERGENTS IN BRAZIL ................. 2 2.1. 2.2. Consumer decision Process ................................................................................. 2 Influences on consumer decision making ............................................................ 2
3.
MAIN PLAYERS AND THEIR CURRENT STRATEGIES .................................................. 3 3.1. 3.2. Unilever and their current strategies ................................................................... 3 P&G and their current strategies ........................................................................ 4
4. 5.
SWOT ANALYSIS ............................................................................................................... 4 STRATEGIES FOR UNILEVER ......................................................................................... 5 5.1. 5.2. Growth Strategies ................................................................................................ 5 Market Penetration Strategy ................................................................................ 6
6. 7.
CONCLUSION ................................................................................................................... 8 REFERENCES .................................................................................................................... 9
1|Page
MGT 6170-Marketing, Unilever in Brazil Case Study
1. INTRODUCTION Unilever focussed on improving growth opportunities in the marketing of detergents to low income consumer in Northeast of Brazil and appointed Laercio Cardoso to explore the opportunities
References: Hooley, G. J., Piercy, N. F., & Nicoulaud, B. (2008). Marketing Strategy and Competitive Positioning (Fourth Edition ed.). Pearson Education. Solomon, Marshall, Stuart, Barnes, & Mitchell. (2009). Marketing - Real People, Real Decision (First European Edition ed.). Pearson Education. Swot Analysis. (2010). Retrieved November 17, 2010, from www.marketingteacher.com: http://marketingteacher.com/lesson-store/lesson-swot.html 9|Page