Case study and recommendations for Unilever's marketing strategy in Brazil. With insights and collaboration with our very own Brazilian, growth strategies and market analysis are formulated to ultimately recommend the launch of a new product with the low-income segment in mind. "Mara, Maravilhosa" Created as part of my master's programme in market research & consumer behaviour at IE Business School

1. CASE STUDY
UNILEVER
T E A M B
Ashwath SriHari, Bianca Tavares, Chen Yang Lim,
Elizabeth Hoffman, José Castillo, Malak El Halabi

2. Problem Statement
“Our goal is to profitably capture a previously
overlooked market segment of low-income consumers
(in Northeast Brazil) with growing purchasing power, without
over- cannibalizing the sales of our higher tier products.
To do this, we will need to identify their needs and create a
product targeted to these consumers that draws them away
from our competitors and small regional brands.”
U N I L E V E R C A S E S T U D YT E A M BT E A M B

3. G R O U P B
CAMPEIRO+
POSITIVES
1. Brand awareness.
2. Reduces perceptions of risk.
3. Lower marketing costs,
4 Current loyal customers
NEGATIVES
1. Campeiro is perceived as a low quality
brand, and by creating a Campeiro+ we
would be transferring this perception of the
brand to the new one.
2. Reduce sales of older items.
3. Dilutes image of parent brand
4. Not targeted to consumer needs
Alternative Strategy
U N I L E V E R C A S E S T U D YT E A M B

4. The population of northeast of Brazil
Substantial: 47,600,000 people (28% of Brazilian Population)
Homogenous: Women with low-income, housewifes, low education
(16,9% of the total population being illiterate)
Heterogenous: Distinct from Southern Brazilians.
Describable:
Opinion: Takes pride in the appearance of herself and her family.
Detergent choice has a social status aspires to using the market
leader Omo, but needs an affordable alternative.
African influences on lifestyle, culture, and religion.
Activity: Does not own a washing machine
Enjoys laundry as a regular social activity.
Occasions of Use:
Clothes are washed 5 times in a week, by hand.
Laundry is done outdoors at a river/pond.
Looking For: Foam, Smell, Packaging.
Prioritizes: Strength, Softness, Perception of Quality.
Behavioral
Psychographic
Demographic
Geographic
Segmentation
RECOMMENDATION
U N I L E V E R C A S E S T U D YT E A M B

5. Product X provides low-income
women from the Northeast with
a detergent powder specially
made for hand-washing with
strong stain removal properties
and a fresh scent.
Position
RECOMMENDATION
U N I L E V E R C A S E S T U D YT E A M B

6. Product
Price
Promotion
Place
Implementation Plan
U N I L E V E R C A S E S T U D YT E A M B

7. MARAMaravilhosamente Limpo
“Mara”, is derived from “Maravilhosa” which
means marvelous in Portuguese
Our 3 priorities when making the formulation were:
• Cleanliness, whitening, productivity (Foaminess)
which has to be improved
• Smell, softness (Gentleness) that has to be retained
• The ability to remove stains without bleach which
also has to be retained.
Designed specially for hand-washing
Available in two different sizes, 500 grams and 1 kilo,
so it will fit within the weekly budget range of the
poorest families
Packaging:
• Plastic sachets, protecting the powder from
humidity
• Easily transportable
• Waterproof, making it ideal for public laundry in a
river or pond
• Bright colors to grab attention.
• Simple to use and to understand as our instructions
will use pictures.
Product
Implementation Plan
U N I L E V E R C A S E S T U D YT E A M B

8. U N I L E V E R C A S E S T U D YT E A M B

9. MARAMaravilhosamente Limpo
Costs of formulation and
promotional cost halfway
between Campeiro and
Minerva
Total cost of $1.655, and a
margin of $0.295 per kilo
with our desired price of
$1.95 per kilo
Mara % Of Price Campeiro % Of Price
Formulation Cost (per kilo) $1,150 58,97% $0,900 52,94%
Packaging Cost (per kilo) $0,105 5,38% $0,350 20,59%
Promotional Cost (per kilo) $0,250 12,82% $0,200 11,76%
Distribution Cost (per kilo) $0,050 2,56% $0,100 5,88%
Incremental Marketing Costs (per kilo) $0,100 5,13% $0,000 0,00%
Total Cost $1,655 84,87% $1,550 91,18%
Price $1,950 100,00% $1,700 100,00%
Margin $0,295 15,13% $0,150 8,82%
30% Cheaper
2xin packaging cost
Almost
margin
Compared to
Campeiro
Price
Implementation Plan
U N I L E V E R C A S E S T U D YT E A M B

10. 49%
18%
15%
8%
3%
3%
3%
1%
Target
Market
Share
Omo
Mara
Minerv
Ace
Campe
Other
Invicto
Others
49%
18%
15%
8%
3%
3%
3%
1%
Target
Market
Share
Omo
Mara
Minerva
Ace
Campeiro
Other
P&G
Invicto
Others
MARAMaravilhosamente Limpo
1. Goal to get Unilever’s share of the NE
region detergent market from 75% to 85%,
which is the national average.
2. Goal to have a higher market share than
Campeiro.
3. Goal for first year: same market share
as Campeiro.
4. Target to get close to the Market Share
of Minerva, approximately 18% in three
years after launch.
5. Target to cannibalize Campeiro entirely
in 5 years.
Price
Implementation Plan
TARGET MARKET SHARE
OUR GOALS
U N I L E V E R C A S E S T U D YT E A M B

11. MARAMaravilhosamente Limpo
Brazilians are avid television watchers
We suggest using Globo actress Regina Casé as our spokesperson
Consistent and Simple Communication
Same slogan in television (media advertising), trade promotions, events and point-of-
purchase marketing,
“Suave nas mãos, duro nas manchas. Mara, maravilhosamente limpo”
Promotions and bundle offers
Wall paintings for small retail shops
Sponsor popular regional events and free music concerts
Since music and humor are key elements of Brazil’s culture Carnaval
70%
30% Below the line
Above the line Simple visual messaging through
television channel and imagery in
order to overcome the difficulty
of reading.
Promotion
Implementation Plan
Regina Casé
U N I L E V E R C A S E S T U D YT E A M B

12. MARAMaravilhosamente Limpo
Specialized distributors
to reach approximately
75,000small outlets
spread over the Northeast of Brazil
Key because low-income
consumers rarely shopped in
large supermarkets
Place
Implementation Plan
U N I L E V E R C A S E S T U D YT E A M B

13. Mara, Maravilhosa.
T E A M b f o r u n i l eve r
“
“
T E A M B U N I L E V E R C A S E S T U D Y