unilever brazil presentation
TRANSCRIPT
8/7/2019 Unilever Brazil presentation
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Green 3a
Unilever Brazil
Chris Freeberg
Christian Heck
Erin SolanoMason Miller
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ExpansionEconomic
Map of northeast
Facts and figures
Competitive
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Extend
Surf or Minerva
Minerva known for hand wash
Easier for illiterateLower cost
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1. Situation
Divert money from premium brands to target
lower margin segment of low income
consumer
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2. Extend existing brand or create new
brand
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3. 4 Ps: Price
Price to wholesalers $2.10
Formulation cost $1.15
Packaging cost $0.35
Promotion cost $0.30
Total cost $1.80
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ProductMinerva by Hand Specifically targeted to the consumer behavior and need of
the target segment in the Northeast ± Consumers wash by hands in a public laundry, rivers and ponds
-> Customize Minerva by Hand
Special focus on smell, stain removal and the amount of soap residue left on the clothes after hand washing
Feature disabling ± Less use foaming agent due to soft water in the region
± Remove attributes tailored to machine washing
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Promotion
Objective
Key message
Push or pull
Positioning statement No-no:
This is the product you use to get the mostcleaning power (in rivers)
Be wary of aspirational marketing 70% traditional, 30% promotional
Coupon campaign in beginning
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Place / distribution
Focus on small stores where lower incomepeople shop