Case Unilever - Marketing

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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 ................................................................................. 2 Influences on consumer decision making ............................................................ 2

3.

MAIN PLAYERS AND THEIR CURRENT STRATEGIES .................................................. 3 3.1. 3.2. Unilever and their current strategies ................................................................... 3 P&G and their current strategies ........................................................................ 4

4. 5.

SWOT ANALYSIS ............................................................................................................... 4 STRATEGIES FOR UNILEVER ......................................................................................... 5 5.1. 5.2. Growth Strategies ................................................................................................ 5 Market Penetration Strategy ................................................................................ 6

6. 7.

CONCLUSION ................................................................................................................... 8 REFERENCES .................................................................................................................... 9

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MGT 6170-Marketing, Unilever in Brazil Case Study

1. INTRODUCTION Unilever focussed on improving growth opportunities in the marketing of detergents to low income consumer in Northeast of Brazil and appointed Laercio Cardoso to explore the opportunities along with three members from sales, finance and manufacturing. 1.1. 1.1.1. Aim of the report The aim of the report is to analyze the case study of Unilever's marketing strategies for low-Income Consumers in Brazil. This report will give you an insight view on consumer's behaviour with respective to the purchase of detergents in Brazil. The report will present the strategy of main brands or players of fabric wash market and SWOT analysis of Unilever. This report also carries out my recommendation on best strategy for Unilever to adopt.

1.1.2. 1.1.3.

2. CONSUMER BEHAVIOUR ON PURCHASE OF DETERGENTS IN BRAZIL It is very crucial for marketers to understand the consumer behaviour and their influences on making decision because then only marketer will be able to satisfy the need of the consumer. So, studying the consumer behaviour has become more essential to proceed with a product in a market. "Consumer Behaviour is the process individuals or groups go through to select, purchase, use and dispose of goods, services, ideas or experience to satisfy their needs and desires." (Solomon, Marshall, Stuart, Barnes, & Mitchell, 2009) 2.1. Consumer decision Process

As per case study, the decision of buying detergents totally depends on the price of the detergents because of economic situation of the consumer. Also, the washing was an integral activity and more of regular behaviour response. So, the decision process of buying detergent has become Habitual Decision Making process. 2.2. Influences on consumer decision making

"There are different factors influences the consumer decision making process. Marketer needs to understand these influences and which ones are important in the purchase process to make effective marketing decision." (Solomon, Marshall, Stuart, Barnes, & Mitchell, 2009) 2.2.1. Internal Influence

Lifestyle, Personality, and Perception are some of the internal influences involved in making the decision to buy the detergent.  Lifestyle: As per Case...
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