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 .........................................................
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 .........................................................
Executive Summary Unilever is assessing whether to enter the low-income NE market. Our analysis shows that there is a profitable opportunity to offer detergent powder to low-income customers living in Northeast Brazil and capture market share in a high-margin, high-growth market. We recommend that the firm keeps the existing brands but deploy a horizontal extension of the Campeiro brand - adding better scent / softness and utilizing specialty distribution network, thereby marginalizing Invicto
9 5 UB pool of talents is highly recognized and demanded outside Brazil Total Brazilians currently working abroad in 2008 = 90 37 Europe 6 Asia 47 Americas Source: UL internal data 10 However from 2004-2007 we underperformed with growth below the market ……. 2004 - 2007 Underlying sales growth Sales + 4 % p.a. €2.7 bn €2.1 bn 02 03 04 Market growth: 05 + 7% 06 07 Source: Unilever Financials, and estimates for market 11 6 consumer complaints
emerging market. In this essay I will take you on a cultural journey of how my team approached our international product launch, and what lead us to choosing Brazil. We began our search by selecting eight countries in the emerging market as potential candidates for our product launch (Nigeria, China, Russia, Mexico, Turkey, South Africa, Brazil and Indonesia). In the initial phase of evaluating global markets, we came up with five measurable criteria’s. The criteria’s would be eminent to the success
markets. The emerging markets will outperform mature markets over the forecast period putting Procter & Gamble in a vulnerable position. THREATS Market share erosion The company has seen its market share eroded in a number of key categories. Unilever in particular has been pulling ahead in bath and shower and deodorants. This trend will need to be reversed. Procter & Gamble has Procter & Gamble has strong brands to its wide global exposure. name. The company Its products are sold in boasts
BCO 321 Strategic Management School of Business Vincent Chee, 110144 Ricky Liew, 100517 Walter Chin, 100936 Table of Content Case Abstraction 3 Vision Statement (Actual) 4 Mission Statement (Actual) 4 Mission Statement (Proposed) 4 Vision Statement (Proposed) 5 Slogan (Proposed) 5 The CPM Matrix of P&G Company 6 External Factor Evaluation (EFE) Matrix for Procter and Gamble (P&G) 9 The I/E matrix for Procter and Gamble (P&G) 14 Internal Factor Evaluation (IFE)
Contents Section 1 Introduction 3 1.1 Introduction to the topic 3 1.2 Introduction to UNILEVER 4 1.3 Project objectives 5 1.4 Research Questions 5 1.5 Research approach 6 Section 2 Information Gathering 7 2.1 Sources used and reasons 7 2.2 Description of method used to collect information 8 2.3 Limitation of gathering information 9 2.4 Ethical Issues 9 2.5 Ratio Analysis 10 2.5(a) Limitation of ratio analysis 11 2.6 SWOT analysis 13 2.6(a) Limitations of SWOT analysis
• Primary commodities have fallen in price, or stayed steady, while commodities they need has increased, e.g. oil What is preventing the Development gap from closing? • Many LEDCs main industry is as primary producers – generally low profit • Internatnioal trade dominated by TNCs • Rapid The Asian Tigers Who or what are the Asian Tigers? Asian economies that have progressed economically at such substantial rates that have come to rival the earning capacity
Analysis Market Audit and Competitive Analysis Executive Summary The market audit and competitive analysis, gave us a prospective of the baby food industry in Brazil. There will be many challenges ChuChu will face when first entering the market. The biggest problem will be obtaining market share from the two major brands in Brazil Nestle (Gerber) and Danone (Danito). These two companies have had years of experience in the market as well as a well known brand image in the market. For this reason