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class=\u0022green-august-text individual-page-title\u0022\u003E \u003Cspan class=\u0022field field--name-title field--type-string field--label-hidden\u0022\u003EUnilever in Brazil 1997-2007: Marketing Strategies for Low-Income Consumers\u003C\/span\u003E\n\u003C\/h1\u003E\n            \u003Cdiv class=\u0022row casestudy-fields-block\u0022\u003E\n\n              \u003Cdiv class=\u0022col-lg-4 col-md-4 col-sm-6 col-xs-6 col-6 casestudy-field\u0022\u003E\n                \u003Cspan class=\u0022green-june-text\u0022\u003EBy \u003C\/span\u003E\n                  \u003Cspan class=\u0022green-october-text\u0022\u003E\n                    \n  \u003Cspan class=\u0022field--item author-name-item\u0022\u003E\u003Ca href=\u0022\/author\/pierre-chandon\u0022 hreflang=\u0022en\u0022\u003EPierre Chandon\u003C\/a\u003E,\u0026nbsp;\u003C\/span\u003E\n  \u003Cspan class=\u0022field--item author-name-item\u0022\u003E\u003Ca href=\u0022\/author\/pedro-pacheco-guimaraes\u0022 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The Case Centre Best-selling Classic Case in the Category \u0026#039;Marketing\u0026#039;\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      2024 The Case Centre Best-selling Case in the Category \u0026#039;Marketing\u0026#039;\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      2024 The Case Centre Best-selling Classic Case in the Category \u0026#039;Marketing\u0026#039;\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      2023 The Case Centre Best-selling Case in the Category \u0026#039;Marketing\u0026#039;\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      2023 The Case Centre Best-selling Classic Case in the Category \u0026#039;Marketing\u0026#039;\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      This case is amongst the top 50 most popular cases  in the 50 years history of The Case Centre \u2013 1973-2023\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      2022 The Case Centre Best-selling Classic Case in the Category \u0026#039;Marketing\u0026#039;\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      2022 The Case Centre Best-selling Case in the Category \u0026#039;Marketing\u0026#039;\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      2021 The Case Centre Best-selling Classic Case in the Category \u0026#039;Marketing\u0026#039;\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      2021The Case Centre Best-selling Case in the Category \u0026#039;Marketing\u0026#039;\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      2020 The Case Centre Best-selling Classic Case in the Category \u0026#039;Marketing\u0026#039;\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      2020 The Case Centre Best-selling Case in the Category \u0026#039;Marketing\u0026#039;\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      2019 The Case Centre Best-selling Case in the Category \u0026#039;Marketing\u0026#039;\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      2018 The Case Centre Best-selling Case in the Category \u0026#039;Marketing\u0026#039;\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      2017 The Case Centre Best-selling Case in the Category \u0026#039;Marketing\u0026#039;\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      2016 The Case Centre Best-selling Case in the Category \u0026#039;Marketing\u0026#039;\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      2015 The Case Centre Best-selling Case in the Category \u0026#039;Marketing\u0026#039;\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      2014 The Case Centre Best-selling Case in the Category \u0026#039;Marketing\u0026#039;\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      2013 The Case Centre Best-selling Case in the Category \u0026#039;Marketing\u0026#039;\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      2012 The Case Centre Best-selling Case in the Category \u0026#039;Marketing\u0026#039;\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      2011 The Case Centre Best-selling Case in the Category \u0026#039;Marketing\u0026#039;\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      2010 The Case Centre Best-selling Case in the Category \u0026#039;Marketing\u0026#039;\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      2009 The Case Centre Best-selling Case in the Category \u0026#039;Marketing\u0026#039;\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      2008 The Case Centre Best-selling Case in the Category \u0026#039;Marketing\u0026#039;\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      Overall Winner of the 2008 Case Centre Awards\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      2007 The Case Centre Best-selling Case in the Category \u0026#039;Marketing\u0026#039;\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      Winner of the Case Centre Awards and Competitions 2007 in the Category \u0026#039;Marketing\u0026#039; \n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      2006 The Case Centre Best-selling Case in the Category \u0026#039;Marketing\u0026#039;\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      2005 The Case Centre Best-selling Case in the Category \u0026#039;Marketing\u0026#039;\n                    \u003C\/p\u003E\n                                      \u003Cp class=\u0022p-14 green-january-text\u0022\u003E\n                      Winner of 2004 EFMD Award in the Category \u0026#039;Marketing\u0026#039;\n                    \u003C\/p\u003E\n                                  \u003C\/div\u003E\n            \u003C\/div\u003E\n          \u003C\/div\u003E\n        \n        \u003Cdiv class=\u0022individual-main-block\u0022\u003E\n          \u003Cdiv class=\u0022page-content-tab\u0022\u003E\n                          \n              \u003Cul class=\u0022nav nav-tabs gradient-border-left-right\u0022 id=\u0022sortable_tab\u0022 role=\u0022tablist\u0022\u003E\n                \u003Cli class=\u0022active nav-item\u0022\u003E\u003Ca data-bs-target=\u0022#home\u0022 data-bs-toggle=\u0022tab\u0022 href=\u0022#home\u0022 class=\u0022nav-link active\u0022\u003EHome\u003C\/a\u003E\u003C\/li\u003E\n                                  \u003Cli class=\u0022nav-item\u0022\u003E\n                    \u003Ca href=\u0022https:\/\/publishing.insead.edu\/ajax\/microsite\/47431\u0022 class=\u0022use-ajax nav-link\u0022 data-bs-target=\u0022#microsite-47431\u0022 data-bs-toggle=\u0022tabajax\u0022\u003ETV Ads\u003C\/a\u003E\n                  \u003C\/li\u003E\n                                  \u003Cli class=\u0022nav-item\u0022\u003E\n                    \u003Ca href=\u0022\/ajax\/microsite\/44136\u0022 class=\u0022nav-link disabled\u0022 rel=\u0022tooltip\u0022 title=\u0022Only users logged in as Educators can access this page.\u0022\u003ERestricted Material for Instructors\u003C\/a\u003E\n                  \u003C\/li\u003E\n                              \u003C\/ul\u003E\n              \u003Cdiv class=\u0022tab-content\u0022 id=\u0022sortable_tab_content\u0022\u003E\n                \u003Cdiv class=\u0022tab-pane fade show active\u0022 id=\u0022home\u0022 role=\u0022tabpanel\u0022 aria-labelledby=\u0022home-tab\u0022\u003E\n                  \u003Cdiv class=\u0022addthis_inline_share_toolbox\u0022\u003E\u003C\/div\u003E\n                                      \u003Cdiv class=\u0022tab-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003ESummary\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cp\u003E\n                          \u003Cp\u003EUnilever is a solid leader in the Brazilian detergent powder market with an 81% market share. Laercio Cardoso must decide (1) whether Unilever should divert money from its premium brands to target the lower-margin segment of low-income consumers, (2) whether Unilever can reposition or extend one of its existing brands to avoid launching a new brand, and (3) what price, product, promotion, and distribution strategy would allow Unilever to deliver value to low-income consumers without cannibalizing its own premium brands too heavily.\u003C\/p\u003E\n\n                        \u003C\/p\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                  \n                                      \u003Cdiv class=\u0022tab-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003ETeaching objectives\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cp\u003E\n                          \u003Cp\u003EThis case deals with the question of whether marketing and branding create value for really poor consumers. It can therefore be used in an MBA, executive education or undergraduate core course on marketing management to illustrate the value of marketing and the marketing approach, or in a brand management course to explore the frontiers of branding. This case can also be used in a consumer behaviour course to examine the motivations and decision-making process of low-income consumers. Alternatively, it can be used in a global marketing or global strategy and management course to study the way multinational companies adapt their strategy to compete in emerging countries. \u003C\/p\u003E\n\n                        \u003C\/p\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                                      \u003Cdiv class=\u0022keyword-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003EKeywords\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cul class=\u0022individual-page-keywords\u0022\u003E\n                                                      \u003Cli\u003E\n                              Media support\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Branding\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Low-income consumers\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Marketing\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Poverty\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               New product introduction\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Break-even analysis\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Advertising\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Pricing\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Poor\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Distribution\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Promotion\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Product\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Powder\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Detergent\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Guimaraes\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Brazil\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Unilever\n                            \u003C\/li\u003E\n                                                  \u003C\/ul\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                \u003C\/div\u003E\n                                  \u003Cdiv id=\u0022microsite-47431\u0022 class=\u0022tab-pane fade\u0022\u003E\n                    Loading please wait.\n                  \u003C\/div\u003E\n                                  \u003Cdiv id=\u0022microsite-47436\u0022 class=\u0022tab-pane fade\u0022\u003E\n                    Loading please wait.\n                  \u003C\/div\u003E\n                              \u003C\/div\u003E\n                        \u003C\/div\u003E\n\n\n        \u003C\/div\u003E\n\n\n      \u003C\/div\u003E\n      \u003Cdiv class=\u0022col-lg-4 col-md-4 insead-white individual-right-sidebar\u0022\u003E\n\n                  \u003Cdiv class=\u0022sidebar-block\u0022\u003E\n            \u003Cspan class=\u0022sidebar-heading\u0022\u003E\n                              Related Material\n                          \u003C\/span\u003E\n            \u003Chr\u003E\n            \u003Cdiv class=\u0022related-cases-list-block\u0022\u003E\n                              \u003Cdiv class=\u0022field--item\u0022\u003E\n                  \n\n\n\u003Cdiv about=\u0022\/case\/unilever-brazil-1997-2007-marketing-strategies-low-income-consumers-spanish\u0022 class=\u0022node node--type-case-study node--view-mode-teaser-minimal clearfix case-study-teaser-minimal\u0022\u003E\n  \u003Cdiv class=\u0022case-minmal\u0022\u003E\n          \u003Cp class=\u0022font-size-12 green-october-text case-author\u0022\u003E\u003Cspan class=\u0022green-april-text text-uppercase\u0022\u003E\u003C\/span\u003E\u0026nbsp;CASE STUDY\u003C\/p\u003E\n        \u003Cdiv\u003E\n                    \u003Cimg class=\u0022lang-icon\u0022 src=\u0022\/themes\/custom\/case_publishing\/dist\/images\/language_icons\/Spanish.png\u0022 alt=\u0022extra\u0022 title=\u0022Spanish translation\u0022\u003E\n                                  \u003C\/div\u003E\n  \u003C\/div\u003E\n  \u003Cp class=\u0022font-size-16 recently-viewed__title mb-2 green-october-text\u0022\u003E \u003Ca class=\u0022green-october-text\u0022 href=\u0022\/case\/unilever-brazil-1997-2007-marketing-strategies-low-income-consumers-spanish?src=related-case\u0022 rel=\u0022bookmark\u0022\u003E\u003Cspan class=\u0022field field--name-title field--type-string field--label-hidden\u0022\u003EUnilever in Brazil (1997-2007): Marketing Strategies for Low-Income Consumers (Spanish)\u003C\/span\u003E\n\u003C\/a\u003E\n  \u003C\/p\u003E\n\n      \u003Cp class=\u0022font-size-12 green-october-text case-author\u0022\u003E\u003Cspan class=\u0022green-april-text\u0022\u003EBy\u003C\/span\u003E\u0026nbsp;\n  \u003Cspan class=\u0022field--item author-name-item\u0022\u003E\u003Ca href=\u0022\/author\/pedro-pacheco-guimaraes\u0022 hreflang=\u0022en\u0022\u003EPedro Pacheco Guimaraes\u003C\/a\u003E,\u0026nbsp;\u003C\/span\u003E\n  \u003Cspan class=\u0022field--item author-name-item\u0022\u003E\u003Ca href=\u0022\/author\/pierre-chandon\u0022 hreflang=\u0022en\u0022\u003EPierre Chandon\u003C\/a\u003E\u003C\/span\u003E\n\n\n\u003C\/p\u003E\n  \n    \n        \n        \n  \u003Cdiv class=\u0022row cases-links-block\u0022\u003E\n    \u003Cdiv class=\u0022col-lg-12\u0022\u003E\n      \u003Cul 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Student \u003Ci\n                  class=\u0022fa icon-square fa-share\u0022\u003E\u003C\/i\u003E\n              \u003C\/a\u003E\n            \u003C\/div\u003E\n          \u003C\/div\u003E\n        \u003C\/div\u003E\n      \u003C\/div\u003E\n    \u003C\/div\u003E\n  \u003C\/div\u003E\n\n                \u003C\/div\u003E\n                              \u003Cdiv class=\u0022field--item\u0022\u003E\n                  \n\n\n\u003Cdiv about=\u0022\/case\/unilever-brazil-1997-2007-marketing-strategies-low-income-consumers-portuguese\u0022 class=\u0022node node--type-case-study node--view-mode-teaser-minimal clearfix case-study-teaser-minimal\u0022\u003E\n  \u003Cdiv class=\u0022case-minmal\u0022\u003E\n          \u003Cp class=\u0022font-size-12 green-october-text case-author\u0022\u003E\u003Cspan class=\u0022green-april-text text-uppercase\u0022\u003E\u003C\/span\u003E\u0026nbsp;CASE STUDY\u003C\/p\u003E\n        \u003Cdiv\u003E\n                    \u003Cimg class=\u0022lang-icon\u0022 src=\u0022\/themes\/custom\/case_publishing\/dist\/images\/language_icons\/Portuguese.png\u0022 alt=\u0022extra\u0022 title=\u0022Portuguese translation\u0022\u003E\n                                  \u003C\/div\u003E\n  \u003C\/div\u003E\n  \u003Cp class=\u0022font-size-16 recently-viewed__title mb-2 green-october-text\u0022\u003E \u003Ca class=\u0022green-october-text\u0022 href=\u0022\/case\/unilever-brazil-1997-2007-marketing-strategies-low-income-consumers-portuguese?src=related-case\u0022 rel=\u0022bookmark\u0022\u003E\u003Cspan class=\u0022field field--name-title field--type-string field--label-hidden\u0022\u003EUnilever in Brazil (1997-2007): Marketing Strategies for Low-Income Consumers (Portuguese)\u003C\/span\u003E\n\u003C\/a\u003E\n  \u003C\/p\u003E\n\n      \u003Cp class=\u0022font-size-12 green-october-text case-author\u0022\u003E\u003Cspan class=\u0022green-april-text\u0022\u003EBy\u003C\/span\u003E\u0026nbsp;\n  \u003Cspan class=\u0022field--item 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class=\u0022button-block\u0022\u003E\n              \u003Ca class=\u0022btn green-february-text btn-square green-august btn-group case-document-link mb-2\u0022\n                href=\u0022\u0022 target=\u0022_blank\u0022\u003E\n                Preview as an Educator \u003Ci\n                  class=\u0022fa icon-square fa-share\u0022\u003E\u003C\/i\u003E\n              \u003C\/a\u003E\n              \u003Ca class=\u0022btn green-february-text btn-square green-august\u0022\n                href=\u0022\u0022 target=\u0022_blank\u0022\u003E\n                Preview as a Student \u003Ci\n                  class=\u0022fa icon-square fa-share\u0022\u003E\u003C\/i\u003E\n              \u003C\/a\u003E\n            \u003C\/div\u003E\n          \u003C\/div\u003E\n        \u003C\/div\u003E\n      \u003C\/div\u003E\n    \u003C\/div\u003E\n  \u003C\/div\u003E\n\n                \u003C\/div\u003E\n                          \u003C\/div\u003E\n          \u003C\/div\u003E\n        \n        \u003Cdiv class=\u0022sidebar-block\u0022\u003E\n          \u003Cspan class=\u0022sidebar-heading\u0022\u003E\n                          About the Author(s)\n                      \u003C\/span\u003E\n          \u003Chr\u003E\n                      \u003Cdiv class=\u0022sidebar-block-body\u0022\u003E\n              \u003Cdiv class=\u0022author-image-wrapper\u0022\u003E\n                                  \u003Cimg src=\u0022\/sites\/publishing\/files\/Pierre-Chandon-12773_88.jpg\u0022 alt=\u0022Chandon\u0022 class=\u0022rounded-circle\u0022\/\u003E\n                              \u003C\/div\u003E\n              \u003Cdiv class=\u0022sidebar-content\u0022\u003E\n                \u003Cdiv class=\u0022sidebar-sub-title green-july-text\u0022\u003E\n                  \u003Ch4\u003E\n                    \u003Ca href=\u0022\/author\/pierre-chandon\u0022 class=\u0022green-july-text\u0022 target=\u0022_blank\u0022\u003E\n                      Pierre\u0026nbsp;Chandon\n                    \u003C\/a\u003E\n                  \u003C\/h4\u003E\n                \u003C\/div\u003E\n                \u003Cdiv class=\u0022sidebar-sub-content green-december-dark-text author-designation\u0022\u003E\n                  Professor of Marketing\n                \u003C\/div\u003E\n              \u003C\/div\u003E\n            \u003C\/div\u003E\n                      \u003Cdiv class=\u0022sidebar-block-body\u0022\u003E\n              \u003Cdiv class=\u0022author-image-wrapper\u0022\u003E\n                              \u003C\/div\u003E\n              \u003Cdiv class=\u0022sidebar-content\u0022\u003E\n                \u003Cdiv class=\u0022sidebar-sub-title green-july-text\u0022\u003E\n                  \u003Ch4\u003E\n                    \u003Ca href=\u0022\/author\/pedro-pacheco-guimaraes\u0022 class=\u0022green-july-text\u0022 target=\u0022_blank\u0022\u003E\n                      Pedro Pacheco\u0026nbsp;Guimaraes\n                    \u003C\/a\u003E\n                  \u003C\/h4\u003E\n                \u003C\/div\u003E\n                \u003Cdiv class=\u0022sidebar-sub-content green-december-dark-text author-designation\u0022\u003E\n                  INSEAD MBA\u0026#039; 03J\n                \u003C\/div\u003E\n              \u003C\/div\u003E\n            \u003C\/div\u003E\n                  \u003C\/div\u003E\n\n      \u003C\/div\u003E\n    \u003C\/div\u003E\n  \u003C\/div\u003E\n\u003C\/div\u003E\n\n","settings":null}]