Unilever in Brazil (1997-2007): Marketing Strategies for Low-Income Consumers Overall winner of the 2008 European Case Clearing House Awards Winner of a 2007 European Case Clearing House Award in the category “Marketing” Winner of the European Foundation for Management Development Case of the Year Award 2004 in the category “Marketing” 04/2008-5188 This case was prepared by Pedro Pacheco Guimaraes‚ INSEAD MBA 2003‚ and Pierre Chandon‚ Associate Professor of Marketing at INSEAD‚ as the basis
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Unilever in brazil — Document Transcript * 1. This case deals with Unilever home care division and in specific the detergent brands in the two major regions in Brazil :The North East and the South East .Major differences exist between these two regions in terms of wealth‚ culture and needs that influence the performances andsales of Unilever detergent brands available in the Brazilian market.We will explain in a little introduction Unilever the company‚ its competitor and its performances
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make money and succeed. Effectively‚ the businesses are at war‚ fighting to gain the same resource and territory i.e. the customer and like in war‚ it is necessary to understand the enemy. For that reason we will analyze the competitive market of Unilever. PROCTOR & GAMBLE Established in 1837‚ The Procter & Gamble Company began as a small‚ family operated soap and candle company in Cincinnati‚ Ohio‚ USA. Today‚ P&G markets almost 300 products to more than five billion consumers in 140
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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 .........................................................
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Executive Summary Unilever is a public company. It is a conglomerate industry. It is founded in 1930. Vision is Unilever products touch the lives of over 2 billion people every day – whether that’s through feeling great because they’ve got shiny hair and a brilliant smile‚ keeping their homes fresh and clean‚ or by enjoying a great cup of tea‚ satisfying meal or healthy snack. Mission is to add vitality to life. The company has chosen global management consultants Accenture to provide a range of
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Swot analysis Unilever is a company that serves in almost all the continents and over 190 countries of the world. It has a wide variety of products serving the people of all ages. Based on its core competencies and strategic outlook its strengths are; Strengths Company operates its operations nearly 190 countries and they also have 270 manufacturing sites worldwide · Strong portfolio of brands and diversified product range · Company has more than 400 brands known as multinational brands but some
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2012 Unilever Fact Sheet Our vision Our €1bn + Brands Our Purpose Share listings as a % of identified capital Unilever’ TSR position to the peer group To make sustainable living commonplace. We work to create a better future every day‚ with brands and services that help people feel good‚ look good and get more out of life. Our first priority is to our consumers – then out customers‚ employees‚ suppliers & communities. When we fulfill our responsibilities to them‚ our
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Competitor Analysis Lux | 30 | Introduction: Unilever is a British–Dutch multinational consumer goods company. Its products include foods‚ beverages‚ cleaning agents and personal care products. It is the world’s third-largest consumer goods company measured by 2011 revenues (after Proctor & Gamble and Nestle) .Unilever is a dual-listed company consisting of Unilever N.V. in Rotterdam‚ Netherlands and Unilever PLC in London‚ United Kingdom. Both Unilever companies have the same directors and they
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major product markets. In 2003‚ Unilever had sales and marketing efforts in 88 different countries. The key is that it gave decision-making power to its managers in different countries so that they could tailor their products to the market’s specific preferences and consumers’ local tastes. Thus‚ it was the cross-country preferences of consumers that determined what products Unilever would carry. The global segment provides an enormous opportunity for Unilever. The case states that emerging country
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Written Case Study Unilever Question 1 Briefly explain the concept of integrated marketing communication (IMC). How well has Unilever – (product brand selected) used the main elements of the promotion mix to create an IMC? Justify and support your answer with examples of the various elements used. Introduction Integrated Marketing Communication (IMC) is quite a simple concept once you understand it. It makes sure that all forms of messages and communications get linked together. So what this actually
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