Marketing Case 4 
Unilever in Brazil- Marketing plan for low-income consumers in the Northeast of Brazil
This report analyses Unilever Brazil and provides a full marketing plan for the expansion of Unilever into the northeast of Brazil. First, a situational analysis is performed, followed by a strategic analysis and final a market and 4Ps analysis of the strategic recommendation.
1. Situational Analysis Unilever Brazil
In the section an analysis of the market facing Unilever is preformed that includes an assessment of the company, customers, competitors and external market environment. This information is then summarized in a SWOT analysis.
1.1 Company Analysis of Objectives and Resources
Unilever is an Anglo–Dutch multinational consumer goods company co-headquartered in London (UK) and Rotterdam (Netherlands). IT was founded in 1929 by a merger of the British Lever Brothers (Soap maker) and the Duct Margarine Unie (margarine producer). As of 2007 Unilever was a US $56 billion company, with about 300,000 employees in more than 150 countries, including Brazil.
Unilever’s operations in Brazil were started in 1929 by the Lever Brothers who opened their first plant in Sao Paulo in 1930 to manufacture Sunlight Soap. In 1957 Unilever launched the first detergent powder in Brazil – OMO – which is the most successful company’s brand.
In 1996 Unilever operated with three divisions in Brazil: (i) Lever for home care; (ii) Elida Gibbs for personal care; and (iii) Van der Bergh for foods. In the same year the company was the market leader in the detergent powder category in Brazil with 81% market share with three brands: OMO (the company’s cash cow), Minerva (the only brand sold as both a detergent powder and a laundry soap) and Campero (Unilever’s cheapest brand). More details of the company are presented in the following section.
1.1.1 Company Objectives and Marketing Objectives
Unilever Brazil was looking to explore growth opportunities in the marketing of detergents to low-income
This report analyses Unilever Brazil and provides a full marketing plan for the expansion of Unilever into the northeast of Brazil. First, a situational analysis is performed, followed by a strategic analysis and final a market and 4Ps analysis of the strategic recommendation.
1. Situational Analysis Unilever Brazil
In the section an analysis of the market facing Unilever is preformed that includes an assessment of the company, customers, competitors and external market environment. This information is then summarized in a SWOT analysis.
1.1 Company Analysis of Objectives and Resources
Unilever is an Anglo–Dutch multinational consumer goods company co-headquartered in London (UK) and Rotterdam (Netherlands). IT was founded in 1929 by a merger of the British Lever Brothers (Soap maker) and the Duct Margarine Unie (margarine producer). As of 2007 Unilever was a US $56 billion company, with about 300,000 employees in more than 150 countries, including Brazil.
Unilever’s operations in Brazil were started in 1929 by the Lever Brothers who opened their first plant in Sao Paulo in 1930 to manufacture Sunlight Soap. In 1957 Unilever launched the first detergent powder in Brazil – OMO – which is the most successful company’s brand.
In 1996 Unilever operated with three divisions in Brazil: (i) Lever for home care; (ii) Elida Gibbs for personal care; and (iii) Van der Bergh for foods. In the same year the company was the market leader in the detergent powder category in Brazil with 81% market share with three brands: OMO (the company’s cash cow), Minerva (the only brand sold as both a detergent powder and a laundry soap) and Campero (Unilever’s cheapest brand). More details of the company are presented in the following section.
1.1.1 Company Objectives and Marketing Objectives
Unilever Brazil was looking to explore growth opportunities in the marketing of detergents to low-income