Marketing

Strategies for
Low Income
Consumers

I. Efstratiou
Marketing Strategies for Low Income
Economic &
Sociocultural Consumers
Environment
Economic
Environment
The Unilever do Brasil Case
Sociocultural
Environment

NE Market of
Detergents Ioannis Efstratiou - 56600 – IBDEM
Actual Situation

Brand Strategy
Motives
Department of Marketing
Opportunity TU Bergakademie Freiberg
Window
Targets

Marketing Mix June 16, 2014

The Four Ps

Conclusions
SWOT Elements

1 / 35
 Table of contents

Marketing
Strategies for 1 Economic & Sociocultural Environment
Low Income
Consumers Economic Environment
I. Efstratiou Sociocultural Environment
Economic &
Sociocultural
2 NE Market of Detergents
Environment Actual Situation
Economic
Environment
Sociocultural
Environment
3 Brand Strategy
NE Market of Motives
Detergents
Actual Situation
Opportunity Window
Brand Strategy Targets
Motives
Opportunity
Window
4 Marketing Mix
Targets
The Four Ps
Marketing Mix
The Four Ps 5 Conclusions
Conclusions
SWOT Elements
SWOT Elements

2 / 35
 Economic Environment
Geography

Marketing
Strategies for
Brazil’s Northeast Region (NE)
Low Income
Consumers

I. Efstratiou

Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Economic & Sociocultural Environment Economic Environment 3 / 35

 Economic Environment
Population Statistics

Marketing
Strategies for
Low Income Age Distribution : ≈ 60% between 15 to 64 years old
Consumers

I. Efstratiou

Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Economic & Sociocultural Environment Economic Environment 4 / 35

 Economic Environment
Population Statistics

Marketing
Strategies for
Low Income Age Distribution : ≈ 60% between 15 to 64 years old
Consumers

I. Efstratiou

Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window Population Growth :
Targets

Marketing Mix
1,1% (1,4)
The Four Ps

Conclusions
SWOT Elements

Economic & Sociocultural Environment Economic Environment 4 / 35

 Economic Environment
Population Statistics

Marketing
Strategies for
Low Income Age Distribution : ≈ 60% between 15 to 64 years old
Consumers

I. Efstratiou

Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window Population Growth :
Targets

Marketing Mix
1,1% (1,4)
The Four Ps
Life Expectancy :
Conclusions
SWOT Elements 65,5 yrs (68,4)
Economic & Sociocultural Environment Economic Environment 4 / 35
 Economic Environment
Population Statistics

Marketing
Strategies for
Low Income Age Distribution : ≈ 60% between 15 to 64 years old
Consumers

I. Efstratiou

Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window Population Growth : Urbanization :
Targets

Marketing Mix
1,1% (1,4) 65,5% (78,4)
The Four Ps
Life Expectancy :
Conclusions
SWOT Elements 65,5 yrs (68,4)
Economic & Sociocultural Environment Economic Environment 4 / 35
 Economic Environment
Population Statistics

Marketing
Strategies for
Low Income Age Distribution : ≈ 60% between 15 to 64 years old
Consumers

I. Efstratiou

Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window Population Growth : Urbanization :
Targets

Marketing Mix
1,1% (1,4) 65,5% (78,4)
The Four Ps
Life Expectancy : Household Size :
Conclusions
SWOT Elements 65,5 yrs (68,4) 4 (4)
Economic & Sociocultural Environment Economic Environment 4 / 35
 Economic Environment
Population Statistics

Marketing
Strategies for
Low Income Indexes
Consumers

I. Efstratiou

Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Economic & Sociocultural Environment Economic Environment 5 / 35

 Economic Environment
Population Statistics

Marketing
Strategies for
Low Income Indexes
Consumers

I. Efstratiou GDP per capita :

Economic &
2.250$ (4,420$)
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Economic & Sociocultural Environment Economic Environment 5 / 35

 Economic Environment
Population Statistics

Marketing
Strategies for
Low Income Indexes
Consumers

I. Efstratiou GDP per capita :

Economic &
2.250$ (4,420$)
Sociocultural
Environment
Economic
Environment Purchasing power parity for NE :
Sociocultural
Environment 1R$/1R$ (one country)
NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Economic & Sociocultural Environment Economic Environment 5 / 35

 Economic Environment
Population Statistics

Marketing
Strategies for
Low Income Indexes
Consumers

I. Efstratiou GDP per capita :

Economic &
2.250$ (4,420$)
Sociocultural
Environment
Economic
Environment Purchasing power parity for NE :
Sociocultural
Environment 1R$/1R$ (one country)
NE Market of
Detergents
Actual Situation
International Marketing income classification :
Brand Strategy
Motives very low – very high (low – medium – high)
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Economic & Sociocultural Environment Economic Environment 5 / 35

 Economic Environment
Population Statistics

Marketing
Strategies for
Low Income Indexes
Consumers

I. Efstratiou GDP per capita :

Economic &
2.250$ (4,420$)
Sociocultural
Environment
Economic
Environment Purchasing power parity for NE :
Sociocultural
Environment 1R$/1R$ (one country)
NE Market of
Detergents
Actual Situation
International Marketing income classification :
Brand Strategy
Motives very low – very high (low – medium – high)
Opportunity
Window
Targets

Marketing Mix Household average expenditure for cleaning products :

The Four Ps
0,7 to 1,4 % of income (0,51 to 1,15%)
Conclusions
SWOT Elements

Economic & Sociocultural Environment Economic Environment 5 / 35

 Economic Environment
Population Indexes

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou

Economic & The Gini Index

Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Economic & Sociocultural Environment Economic Environment 6 / 35

 Economic Environment
Population Indexes

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou

Economic & The Gini Index

Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Economic & Sociocultural Environment Economic Environment 6 / 35

 Economic Environment
Population Indexes

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou
Social Classes by Income
Economic & The Gini Index
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Economic & Sociocultural Environment Economic Environment 6 / 35

 Economic Environment
Population Indexes

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou
Social Classes by Income
Economic & The Gini Index
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Economic & Sociocultural Environment Economic Environment 6 / 35

 Sociocultural Environment
Comparison of Regions on Relevant Aspects

Marketing
Strategies for
Low Income
Consumers
Characteristic Northeast South
I. Efstratiou

Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Economic & Sociocultural Environment Sociocultural Environment 7 / 35

 Sociocultural Environment
Comparison of Regions on Relevant Aspects

Marketing
Strategies for
Low Income
Consumers
Characteristic Northeast South
I. Efstratiou

Economic & Afro-European origins 65% 30%

Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Economic & Sociocultural Environment Sociocultural Environment 7 / 35

 Sociocultural Environment
Comparison of Regions on Relevant Aspects

Marketing
Strategies for
Low Income
Consumers
Characteristic Northeast South
I. Efstratiou

Economic & Afro-European origins 65% 30%

Sociocultural
Environment
Economic •status not
Environment Cleanliness is a symbol of :
Sociocultural
Environment
•self esteem important
NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Economic & Sociocultural Environment Sociocultural Environment 7 / 35

 Sociocultural Environment
Comparison of Regions on Relevant Aspects

Marketing
Strategies for
Low Income
Consumers
Characteristic Northeast South
I. Efstratiou

Economic & Afro-European origins 65% 30%

Sociocultural
Environment
Economic •status not
Environment Cleanliness is a symbol of :
Sociocultural
Environment
•self esteem important
NE Market of
Detergents Wash frequency(times/week) 5 3,9
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Economic & Sociocultural Environment Sociocultural Environment 7 / 35

 Sociocultural Environment
Comparison of Regions on Relevant Aspects

Marketing
Strategies for
Low Income
Consumers
Characteristic Northeast South
I. Efstratiou

Economic & Afro-European origins 65% 30%

Sociocultural
Environment
Economic •status not
Environment Cleanliness is a symbol of :
Sociocultural
Environment
•self esteem important
NE Market of
Detergents Wash frequency(times/week) 5 3,9
Actual Situation

Brand Strategy Cloth washing is a Social event Nuance

Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Economic & Sociocultural Environment Sociocultural Environment 7 / 35

 Sociocultural Environment
Comparison of Regions on Relevant Aspects

Marketing
Strategies for
Low Income
Consumers
Characteristic Northeast South
I. Efstratiou

Economic & Afro-European origins 65% 30%

Sociocultural
Environment
Economic •status not
Environment Cleanliness is a symbol of :
Sociocultural
Environment
•self esteem important
NE Market of
Detergents Wash frequency(times/week) 5 3,9
Actual Situation

Brand Strategy Cloth washing is a Social event Nuance

Motives
Opportunity
Window
Targets
Own washing machine 28% 67%
Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Economic & Sociocultural Environment Sociocultural Environment 7 / 35

 Sociocultural Environment
Comparison of Regions on Relevant Aspects

Marketing
Strategies for
Low Income
Consumers
Characteristic Northeast South
I. Efstratiou

Economic & Afro-European origins 65% 30%

Sociocultural
Environment
Economic •status not
Environment Cleanliness is a symbol of :
Sociocultural
Environment
•self esteem important
NE Market of
Detergents Wash frequency(times/week) 5 3,9
Actual Situation

Brand Strategy Cloth washing is a Social event Nuance

Motives
Opportunity
Window
Targets
Own washing machine 28% 67%
Marketing Mix
The Four Ps Bleaching necessary 73% 18%
Conclusions
SWOT Elements

Economic & Sociocultural Environment Sociocultural Environment 7 / 35

 Sociocultural Environment
Comparison of Regions on Relevant Aspects

Marketing
Strategies for
Low Income
Consumers
Characteristic Northeast South
I. Efstratiou

Economic & Afro-European origins 65% 30%

Sociocultural
Environment
Economic •status not
Environment Cleanliness is a symbol of :
Sociocultural
Environment
•self esteem important
NE Market of
Detergents Wash frequency(times/week) 5 3,9
Actual Situation

Brand Strategy Cloth washing is a Social event Nuance

Motives
Opportunity
Window
Targets
Own washing machine 28% 67%
Marketing Mix
The Four Ps Bleaching necessary 73% 18%
Conclusions
SWOT Elements

Economic & Sociocultural Environment Sociocultural Environment 7 / 35

 Powder Detergent Market in the NE
Washing Process

Marketing
Strategies for
Low Income The washing process followed by low-income households in
Consumers

I. Efstratiou
the Northeast :

Economic &
Sociocultural Washing of clothes in the Northeast
Environment
Economic
Environment
“...women in the Northeast scrub clothes using bars of
Sociocultural
Environment laundry soap, a process which requires intense and sustained
NE Market of effort. They then add bleach to remove tough stains and only
Detergents
Actual Situation add a little detergent powder at the end, primarily to make
Brand Strategy the clothes smell good.”a
Motives
Opportunity
Window a
INSEAD case study 5188(pp 3).
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

NE Market of Detergents Actual Situation 8 / 35

 Powder Detergent Market in the NE
Comparison of Laundry Soap and Powder Detergents

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou

Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

NE Market of Detergents Actual Situation 9 / 35

 Powder Detergent Market in the NE
Comparison of Laundry Soap and Powder Detergents

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou

Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

NE Market of Detergents Actual Situation 9 / 35

 Powder Detergent Market in the NE
Comparison of Laundry Soap and Powder Detergents

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou

Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

NE Market of Detergents Actual Situation 9 / 35

 Powder Detergent Market in the NE
Market Shares of Laundry Soaps and Detergents

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou

Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

NE Market of Detergents Actual Situation 10 / 35

 Powder Detergent Market in the NE
Market Shares of Laundry Soaps and Detergents

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou

Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

NE Market of Detergents Actual Situation 10 / 35

 Powder Detergent Market in the NE
What is Important to Consumers?

Marketing
Strategies for
Low Income
Consumers Rank Attribute Value
I. Efstratiou

Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

NE Market of Detergents Actual Situation 11 / 35

 Powder Detergent Market in the NE
What is Important to Consumers?

Marketing
Strategies for
Low Income
Consumers Rank Attribute Value
I. Efstratiou

Economic &
1 Cleanliness, whitening, productivity 24%
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

NE Market of Detergents Actual Situation 11 / 35

 Powder Detergent Market in the NE
What is Important to Consumers?

Marketing
Strategies for
Low Income
Consumers Rank Attribute Value
I. Efstratiou

Economic &
1 Cleanliness, whitening, productivity 24%
Sociocultural
Environment
Economic
2 Smell ≡ softness 20%
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

NE Market of Detergents Actual Situation 11 / 35

 Powder Detergent Market in the NE
What is Important to Consumers?

Marketing
Strategies for
Low Income
Consumers Rank Attribute Value
I. Efstratiou

Economic &
1 Cleanliness, whitening, productivity 24%
Sociocultural
Environment
Economic
2 Smell ≡ softness 20%
Environment
Sociocultural
Environment
3 Ability to remove stains 16%
NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

NE Market of Detergents Actual Situation 11 / 35

 Powder Detergent Market in the NE
What is Important to Consumers?

Marketing
Strategies for
Low Income
Consumers Rank Attribute Value
I. Efstratiou

Economic &
1 Cleanliness, whitening, productivity 24%
Sociocultural
Environment
Economic
2 Smell ≡ softness 20%
Environment
Sociocultural
Environment
3 Ability to remove stains 16%
NE Market of
Detergents
Actual Situation 4 Solubility ≡ foam 16%
Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

NE Market of Detergents Actual Situation 11 / 35

 Powder Detergent Market in the NE
What is Important to Consumers?

Marketing
Strategies for
Low Income
Consumers Rank Attribute Value
I. Efstratiou

Economic &
1 Cleanliness, whitening, productivity 24%
Sociocultural
Environment
Economic
2 Smell ≡ softness 20%
Environment
Sociocultural
Environment
3 Ability to remove stains 16%
NE Market of
Detergents
Actual Situation 4 Solubility ≡ foam 16%
Brand Strategy
Motives
Opportunity 5 Packaging 13%
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

NE Market of Detergents Actual Situation 11 / 35

 Powder Detergent Market in the NE
What is Important to Consumers?

Marketing
Strategies for
Low Income
Consumers Rank Attribute Value
I. Efstratiou

Economic &
1 Cleanliness, whitening, productivity 24%
Sociocultural
Environment
Economic
2 Smell ≡ softness 20%
Environment
Sociocultural
Environment
3 Ability to remove stains 16%
NE Market of
Detergents
Actual Situation 4 Solubility ≡ foam 16%
Brand Strategy
Motives
Opportunity 5 Packaging 13%
Window
Targets

Marketing Mix 6 Harm colors 11%

The Four Ps

Conclusions
SWOT Elements

NE Market of Detergents Actual Situation 11 / 35

 Powder Detergent Market in the NE
Attribute Importance and Consumer Expections in the NE

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou

Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

NE Market of Detergents Actual Situation 12 / 35

 Powder Detergent Market in the NE
Attribute Importance and Consumer Expections in the NE

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou

Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

NE Market of Detergents Actual Situation 12 / 35

 Powder Detergent Market in the NE
Attribute Importance and Consumer Expections in the NE

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou

Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

NE Market of Detergents Actual Situation 12 / 35

 Brand Strategy
Why go Northeast?

Marketing
Strategies for
Two defensive reasons to go NE
Low Income
Consumers

I. Efstratiou

Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Brand Strategy Motives 13 / 35

 Brand Strategy
Why go Northeast?

Marketing
Strategies for
Two defensive reasons to go NE
Low Income
Consumers

I. Efstratiou

Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Brand Strategy Motives 13 / 35

 Brand Strategy
Why go Northeast?

Marketing
Strategies for
Two defensive reasons to go NE
Low Income
Consumers

I. Efstratiou

Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Brand Strategy Motives 13 / 35

 Brand Strategy
Do what ?

Marketing
Strategies for
Two aggressive reasons to go NE
Low Income
Consumers

I. Efstratiou

Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Brand Strategy Motives 14 / 35

 Brand Strategy
Do what ?

Marketing
Strategies for
Two aggressive reasons to go NE
Low Income
Consumers

I. Efstratiou

Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Brand Strategy Motives 14 / 35

 Brand Strategy
Do what ?

Marketing
Strategies for
Two aggressive reasons to go NE
Low Income
Consumers

I. Efstratiou

Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Brand Strategy Motives 14 / 35

 Brand Strategy
Opportunity Window : Perceived Quality-to-Price Matrix

Marketing
Strategies for
Low Income 200
Consumers

I. Efstratiou

Economic &
Perceived quality index

Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps
0 200
Conclusions 0 Price index
SWOT Elements

Brand Strategy Opportunity Window 15 / 35

 Brand Strategy
Perceived Quality-to-Price Matrix : Exclude High Price

Marketing
Strategies for
Low Income 200
Consumers
7
I. Efstratiou
1 Invicto
Economic & 2 Pop
Perceived quality index

Sociocultural
Environment
4 6 3 Campeiro
Economic
Environment 5
Sociocultural 4 Bold
Environment

NE Market of 5 Minerva
Detergents
Actual Situation 6 Ace
Brand Strategy
3 7 OMO
Motives
Opportunity
Window 2
Targets

Marketing Mix 1
The Four Ps
0 200
Conclusions 0 Price index
SWOT Elements

Brand Strategy Opportunity Window 16 / 35

 Brand Strategy
Perceived Quality-to-Price Matrix : Exclude Top Quality/Low Price

Marketing
Strategies for
Low Income 200
Consumers
7
I. Efstratiou
1 Invicto
Economic & 2 Pop
Perceived quality index

Sociocultural
Environment
4 6 3 Campeiro
Economic
Environment 5
Sociocultural 4 Bold
Environment

NE Market of 5 Minerva
Detergents
Actual Situation 6 Ace
Brand Strategy
3 7 OMO
Motives
Opportunity
Window 2
Targets

Marketing Mix 1
The Four Ps
0 200
Conclusions 0 Price index
SWOT Elements

Brand Strategy Opportunity Window 17 / 35

 Brand Strategy
Perceived Quality-to-Price Matrix : Exclude Very Low Price

Marketing
Strategies for
Low Income 200
Consumers
7
I. Efstratiou
1 Invicto
Economic & 2 Pop
Perceived quality index

Sociocultural
Environment
4 6 3 Campeiro
Economic
Environment 5
Sociocultural 4 Bold
Environment

NE Market of 5 Minerva
Detergents
Actual Situation 6 Ace
Brand Strategy
3 7 OMO
Motives
Opportunity
Window 2
Targets

Marketing Mix 1
The Four Ps
0 200
Conclusions 0 Price index
SWOT Elements

Brand Strategy Opportunity Window 18 / 35

 Brand Strategy
Quality-to-Price Perception Matrix : Exclude Medium Price Brands

Marketing
Strategies for
Low Income 200
Consumers
7
I. Efstratiou
1 Invicto
Economic & 2 Pop
Perceived quality index

Sociocultural
Environment
4 6 3 Campeiro
Economic
Environment 5
Sociocultural 4 Bold
Environment

NE Market of 5 Minerva
Detergents
Actual Situation 6 Ace
Brand Strategy
3 7 OMO
Motives
Opportunity
Window 2
Targets

Marketing Mix 1
The Four Ps
0 200
Conclusions 0 Price index
SWOT Elements

Brand Strategy Opportunity Window 19 / 35

 Brand Strategy
Targets

Marketing
Strategies for
Low Income
Consumers We want a new brand to...
I. Efstratiou

Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Brand Strategy Targets 20 / 35

 Brand Strategy
Targets

Marketing
Strategies for
Low Income
Consumers We want a new brand to...
I. Efstratiou
1 Address an End User Base (Market Size) of :
Economic &
Sociocultural 53% (low income) × 48 million(population)
Environment ≈ 5 to 6 million
Economic
Environment
4 (average per house)
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Brand Strategy Targets 20 / 35

 Brand Strategy
Targets

Marketing
Strategies for
Low Income
Consumers We want a new brand to...
I. Efstratiou
1 Address an End User Base (Market Size) of :
Economic &
Sociocultural 53% (low income) × 48 million(population)
Environment ≈ 5 to 6 million
Economic
Environment
4 (average per house)
Sociocultural
Environment

NE Market of
2 With a Characteristic of :
Detergents
Actual Situation
Superiority over low-priced detergents on 1 to 3 –
Brand Strategy preferably the top – quality attributes. Benchmark
Motives
Opportunity
threshold : laundry soap.
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Brand Strategy Targets 20 / 35

 Brand Strategy
Targets

Marketing
Strategies for
Low Income
Consumers We want a new brand to...
I. Efstratiou
1 Address an End User Base (Market Size) of :
Economic &
Sociocultural 53% (low income) × 48 million(population)
Environment ≈ 5 to 6 million
Economic
Environment
4 (average per house)
Sociocultural
Environment

NE Market of
2 With a Characteristic of :
Detergents
Actual Situation
Superiority over low-priced detergents on 1 to 3 –
Brand Strategy preferably the top – quality attributes. Benchmark
Motives
Opportunity
threshold : laundry soap.
Window
Targets 3 Following a Market Strategy of :
Marketing Mix
The Four Ps
Cost leadership focused on substitution of laundry
Conclusions soap.
SWOT Elements

Brand Strategy Targets 20 / 35

 Brand Strategy
Value Chain

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou

Economic & Porter’s Value Chain

Sociocultural
Environment
Economic
Environment
Sociocultural Firm infrastructure
Environment
Human Resources Management
activities
Support

NE Market of
Detergents Technological Development
Actual Situation Margin
Procurement
Brand Strategy
activities
Primary

Motives
Inbound Outbound Marketing & After sale
Opportunity Operations
Window Logistics Logistics Sales Service
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Brand Strategy Targets 21 / 35

 Brand Strategy
Value Chain

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou

Economic & Porter’s Value Chain

Sociocultural
Environment
Economic
Environment
Sociocultural Firm infrastructure
Environment
Human Resources Management
activities
Support

NE Market of
Detergents Technological Development
Actual Situation Margin
Procurement
Brand Strategy
activities
Primary

Motives
Inbound Outbound Marketing & After sale
Opportunity Operations
Window Logistics Logistics Sales Service
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Brand Strategy Targets 22 / 35

 Brand Strategy
Value Chain

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou

Economic & Porter’s Value Chain

Sociocultural
Environment
Economic
Environment
Sociocultural Firm infrastructure
Environment
Human Resources Management
activities
Support

NE Market of
Detergents Technological Development
Actual Situation Margin
Procurement
Brand Strategy
activities
Primary

Motives
Inbound Outbound Marketing & After sale
Opportunity Operations
Window Logistics Logistics Sales Service
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Brand Strategy Targets 23 / 35

 Brand Strategy
Value Chain

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou

Economic & Porter’s Value Chain

Sociocultural
Environment
Economic
Environment
Sociocultural Firm infrastructure
Environment
Human Resources Management
activities
Support

NE Market of
Detergents Technological Development
Actual Situation Margin
Procurement
Brand Strategy
activities
Primary

Motives
Inbound Outbound Marketing & After sale
Opportunity Operations
Window Logistics Logistics Sales Service
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Brand Strategy Targets 24 / 35

 Brand Strategy
Value Chain

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou

Economic & Porter’s Value Chain

Sociocultural
Environment
Economic
Environment
Sociocultural Firm infrastructure
Environment
Human Resources Management
activities
Support

NE Market of
Detergents Technological Development
Actual Situation Margin
Procurement
Brand Strategy
activities
Primary

Motives
Inbound Outbound Marketing & After sale
Opportunity Operations
Window Logistics Logistics Sales Service
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Brand Strategy Targets 25 / 35

 Brand Strategy
Value Chain

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou

Economic & Porter’s Value Chain

Sociocultural
Environment
Economic
Environment
Sociocultural Firm infrastructure
Environment
Human Resources Management
activities
Support

NE Market of
Detergents Technological Development
Actual Situation Margin
Procurement
Brand Strategy
activities
Primary

Motives
Inbound Outbound Marketing & After sale
Opportunity Operations
Window Logistics Logistics Sales Service
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Brand Strategy Targets 26 / 35

 Brand Strategy
Value Chain

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou

Economic & Porter’s Value Chain

Sociocultural
Environment
Economic
Environment
Sociocultural Firm infrastructure
Environment
Human Resources Management
activities
Support

NE Market of
Detergents Technological Development
Actual Situation Margin
Procurement
Brand Strategy
activities
Primary

Motives
Inbound Outbound Marketing & After sale
Opportunity Operations
Window Logistics Logistics Sales Service
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Brand Strategy Targets 27 / 35

 Marketing Mix
Value Proposition

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou
Product and Price Specifications
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Marketing Mix The Four Ps 28 / 35

 Marketing Mix
Value Proposition

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou
Product and Price Specifications
Economic &
Sociocultural Product :
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Marketing Mix The Four Ps 28 / 35

 Marketing Mix
Value Proposition

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou
Product and Price Specifications
Economic &
Sociocultural Product :
Environment
Economic
Powder detergent
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Marketing Mix The Four Ps 28 / 35

 Marketing Mix
Value Proposition

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou
Product and Price Specifications
Economic &
Sociocultural Product :
Environment
Economic
Powder detergent
Environment
Sociocultural
Strong aroma. Choice of 2-3.
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Marketing Mix The Four Ps 28 / 35

 Marketing Mix
Value Proposition

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou
Product and Price Specifications
Economic &
Sociocultural Product :
Environment
Economic
Powder detergent
Environment
Sociocultural
Strong aroma. Choice of 2-3.
Environment
Laundry soap < Cleaning power  Minerva
NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Marketing Mix The Four Ps 28 / 35

 Marketing Mix
Value Proposition

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou
Product and Price Specifications
Economic &
Sociocultural Product :
Environment
Economic
Powder detergent
Environment
Sociocultural
Strong aroma. Choice of 2-3.
Environment
Laundry soap < Cleaning power  Minerva
NE Market of
Detergents Humidity resistant, small size package.
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Marketing Mix The Four Ps 28 / 35

 Marketing Mix
Value Proposition

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou
Product and Price Specifications
Economic &
Sociocultural Product :
Environment
Economic
Powder detergent
Environment
Sociocultural
Strong aroma. Choice of 2-3.
Environment
Laundry soap < Cleaning power  Minerva
NE Market of
Detergents Humidity resistant, small size package.
Actual Situation

Brand Strategy
Price :
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Marketing Mix The Four Ps 28 / 35

 Marketing Mix
Value Proposition

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou
Product and Price Specifications
Economic &
Sociocultural Product :
Environment
Economic
Powder detergent
Environment
Sociocultural
Strong aroma. Choice of 2-3.
Environment
Laundry soap < Cleaning power  Minerva
NE Market of
Detergents Humidity resistant, small size package.
Actual Situation

Brand Strategy
Price :
Motives Comparable to soap plus bleach plus detergent.
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Marketing Mix The Four Ps 28 / 35

 Marketing Mix
Value Proposition

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou
Product and Price Specifications
Economic &
Sociocultural Product :
Environment
Economic
Powder detergent
Environment
Sociocultural
Strong aroma. Choice of 2-3.
Environment
Laundry soap < Cleaning power  Minerva
NE Market of
Detergents Humidity resistant, small size package.
Actual Situation

Brand Strategy
Price :
Motives Comparable to soap plus bleach plus detergent.
Opportunity
Window Beats any detergent in this category.
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Marketing Mix The Four Ps 28 / 35

 Marketing Mix
Position

Marketing
Strategies for
Low Income
Consumer’s Mind
Consumers

I. Efstratiou

Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Marketing Mix The Four Ps 29 / 35

 Marketing Mix
Position

Marketing
Strategies for
Low Income
Consumer’s Mind
Consumers
“Cleans better than soap with less effort”
I. Efstratiou

Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Marketing Mix The Four Ps 29 / 35

 Marketing Mix
Position

Marketing
Strategies for
Low Income
Consumer’s Mind
Consumers
“Cleans better than soap with less effort”
I. Efstratiou
“Choice of strong aromas”
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Marketing Mix The Four Ps 29 / 35

 Marketing Mix
Position

Marketing
Strategies for
Low Income
Consumer’s Mind
Consumers
“Cleans better than soap with less effort”
I. Efstratiou
“Choice of strong aromas”
Economic &
Sociocultural “Package increases storage life”
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Marketing Mix The Four Ps 29 / 35

 Marketing Mix
Position

Marketing
Strategies for
Low Income
Consumer’s Mind
Consumers
“Cleans better than soap with less effort”
I. Efstratiou
“Choice of strong aromas”
Economic &
Sociocultural “Package increases storage life”
Environment
Economic
Environment
“Available at the local shop”
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Marketing Mix The Four Ps 29 / 35

 Marketing Mix
Position

Marketing
Strategies for
Low Income
Consumer’s Mind
Consumers
“Cleans better than soap with less effort”
I. Efstratiou
“Choice of strong aromas”
Economic &
Sociocultural “Package increases storage life”
Environment
Economic
Environment
“Available at the local shop”
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Marketing Mix The Four Ps 29 / 35

 Marketing Mix
Position

Marketing
Strategies for
Low Income
Consumer’s Mind
Consumers
“Cleans better than soap with less effort”
I. Efstratiou
“Choice of strong aromas”
Economic &
Sociocultural “Package increases storage life”
Environment
Economic
Environment
“Available at the local shop”
Sociocultural
Environment

NE Market of
Physical
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Marketing Mix The Four Ps 29 / 35

 Marketing Mix
Position

Marketing
Strategies for
Low Income
Consumer’s Mind
Consumers
“Cleans better than soap with less effort”
I. Efstratiou
“Choice of strong aromas”
Economic &
Sociocultural “Package increases storage life”
Environment
Economic
Environment
“Available at the local shop”
Sociocultural
Environment

NE Market of
Physical
Detergents
Actual Situation 1 End User’s Points of Purchase : Local Shops
Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Marketing Mix The Four Ps 29 / 35

 Marketing Mix
Position

Marketing
Strategies for
Low Income
Consumer’s Mind
Consumers
“Cleans better than soap with less effort”
I. Efstratiou
“Choice of strong aromas”
Economic &
Sociocultural “Package increases storage life”
Environment
Economic
Environment
“Available at the local shop”
Sociocultural
Environment

NE Market of
Physical
Detergents
Actual Situation 1 End User’s Points of Purchase : Local Shops
Brand Strategy Sell everything, like a miniature supermarket.
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Marketing Mix The Four Ps 29 / 35

 Marketing Mix
Position

Marketing
Strategies for
Low Income
Consumer’s Mind
Consumers
“Cleans better than soap with less effort”
I. Efstratiou
“Choice of strong aromas”
Economic &
Sociocultural “Package increases storage life”
Environment
Economic
Environment
“Available at the local shop”
Sociocultural
Environment

NE Market of
Physical
Detergents
Actual Situation 1 End User’s Points of Purchase : Local Shops
Brand Strategy Sell everything, like a miniature supermarket.
Motives
Opportunity Provide finance to their customers.
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Marketing Mix The Four Ps 29 / 35

 Marketing Mix
Position

Marketing
Strategies for
Low Income
Consumer’s Mind
Consumers
“Cleans better than soap with less effort”
I. Efstratiou
“Choice of strong aromas”
Economic &
Sociocultural “Package increases storage life”
Environment
Economic
Environment
“Available at the local shop”
Sociocultural
Environment

NE Market of
Physical
Detergents
Actual Situation 1 End User’s Points of Purchase : Local Shops
Brand Strategy Sell everything, like a miniature supermarket.
Motives
Opportunity Provide finance to their customers.
Window
Targets 2 Direct Customers : Regional Wholesalers
Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Marketing Mix The Four Ps 29 / 35

 Marketing Mix
Position

Marketing
Strategies for
Low Income
Consumer’s Mind
Consumers
“Cleans better than soap with less effort”
I. Efstratiou
“Choice of strong aromas”
Economic &
Sociocultural “Package increases storage life”
Environment
Economic
Environment
“Available at the local shop”
Sociocultural
Environment

NE Market of
Physical
Detergents
Actual Situation 1 End User’s Points of Purchase : Local Shops
Brand Strategy Sell everything, like a miniature supermarket.
Motives
Opportunity Provide finance to their customers.
Window
Targets 2 Direct Customers : Regional Wholesalers
Marketing Mix
The Four Ps Supply local shops with large variety of products.
Conclusions
SWOT Elements

Marketing Mix The Four Ps 29 / 35

 Marketing Mix
Position

Marketing
Strategies for
Low Income
Consumer’s Mind
Consumers
“Cleans better than soap with less effort”
I. Efstratiou
“Choice of strong aromas”
Economic &
Sociocultural “Package increases storage life”
Environment
Economic
Environment
“Available at the local shop”
Sociocultural
Environment

NE Market of
Physical
Detergents
Actual Situation 1 End User’s Points of Purchase : Local Shops
Brand Strategy Sell everything, like a miniature supermarket.
Motives
Opportunity Provide finance to their customers.
Window
Targets 2 Direct Customers : Regional Wholesalers
Marketing Mix
The Four Ps Supply local shops with large variety of products.
Conclusions Also provide finance to their customers.
SWOT Elements

Marketing Mix The Four Ps 29 / 35

 Marketing Mix
Position

Marketing
Strategies for
Low Income
Consumer’s Mind
Consumers
“Cleans better than soap with less effort”
I. Efstratiou
“Choice of strong aromas”
Economic &
Sociocultural “Package increases storage life”
Environment
Economic
Environment
“Available at the local shop”
Sociocultural
Environment

NE Market of
Physical
Detergents
Actual Situation 1 End User’s Points of Purchase : Local Shops
Brand Strategy Sell everything, like a miniature supermarket.
Motives
Opportunity Provide finance to their customers.
Window
Targets 2 Direct Customers : Regional Wholesalers
Marketing Mix
The Four Ps Supply local shops with large variety of products.
Conclusions Also provide finance to their customers.
SWOT Elements
They are already used by the company.
Marketing Mix The Four Ps 29 / 35
 Marketing Mix
Promotion

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou
Pull Tactics
Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Marketing Mix The Four Ps 30 / 35

 Marketing Mix
Promotion

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou
Pull Tactics
Economic &
Sociocultural
Environment
1 Above the Line Communications
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Marketing Mix The Four Ps 30 / 35

 Marketing Mix
Promotion

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou
Pull Tactics
Economic &
Sociocultural
Environment
1 Above the Line Communications
Economic
Environment
Television ads
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Marketing Mix The Four Ps 30 / 35

 Marketing Mix
Promotion

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou
Pull Tactics
Economic &
Sociocultural
Environment
1 Above the Line Communications
Economic
Environment
Television ads
Sociocultural
Environment
Radio ads
NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Marketing Mix The Four Ps 30 / 35

 Marketing Mix
Promotion

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou
Pull Tactics
Economic &
Sociocultural
Environment
1 Above the Line Communications
Economic
Environment
Television ads
Sociocultural
Environment
Radio ads
NE Market of
Detergents
2 Below the Line Communications
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Marketing Mix The Four Ps 30 / 35

 Marketing Mix
Promotion

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou
Pull Tactics
Economic &
Sociocultural
Environment
1 Above the Line Communications
Economic
Environment
Television ads
Sociocultural
Environment
Radio ads
NE Market of
Detergents
2 Below the Line Communications
Actual Situation Exhibitions at points of use.
Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Marketing Mix The Four Ps 30 / 35

 Marketing Mix
Promotion

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou
Pull Tactics
Economic &
Sociocultural
Environment
1 Above the Line Communications
Economic
Environment
Television ads
Sociocultural
Environment
Radio ads
NE Market of
Detergents
2 Below the Line Communications
Actual Situation Exhibitions at points of use.
Brand Strategy Promotional samples at exhibition.
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Marketing Mix The Four Ps 30 / 35

 Marketing Mix
Promotion

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou
Pull Tactics
Economic &
Sociocultural
Environment
1 Above the Line Communications
Economic
Environment
Television ads
Sociocultural
Environment
Radio ads
NE Market of
Detergents
2 Below the Line Communications
Actual Situation Exhibitions at points of use.
Brand Strategy Promotional samples at exhibition.
Motives
Opportunity
Window
Word of mouth.
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Marketing Mix The Four Ps 30 / 35

 Conclusion
SWOT – Strengths

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou What the company has

Economic &
Sociocultural
Environment
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Conclusions SWOT Elements 31 / 35

 Conclusion
SWOT – Strengths

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou What the company has

Economic &
Sociocultural
1 Ability to perform direct primary market research with
Environment
Economic
reliable and quick results.
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Conclusions SWOT Elements 31 / 35

 Conclusion
SWOT – Strengths

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou What the company has

Economic &
Sociocultural
1 Ability to perform direct primary market research with
Environment
Economic
reliable and quick results.
Environment
Sociocultural
Environment
2 Experience in introducing a new product into an
NE Market of uncharted market.
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Conclusions SWOT Elements 31 / 35

 Conclusion
SWOT – Strengths

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou What the company has

Economic &
Sociocultural
1 Ability to perform direct primary market research with
Environment
Economic
reliable and quick results.
Environment
Sociocultural
Environment
2 Experience in introducing a new product into an
NE Market of uncharted market.
Detergents
Actual Situation 3 Financial robustness to undertake the investment.
Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Conclusions SWOT Elements 31 / 35

 Conclusion
SWOT – Strengths

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou What the company has

Economic &
Sociocultural
1 Ability to perform direct primary market research with
Environment
Economic
reliable and quick results.
Environment
Sociocultural
Environment
2 Experience in introducing a new product into an
NE Market of uncharted market.
Detergents
Actual Situation 3 Financial robustness to undertake the investment.
Brand Strategy
Motives
4 Capacity to expand operations w/o administrative
Opportunity
Window shocks.
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Conclusions SWOT Elements 31 / 35

 Conclusion
SWOT – Strengths

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou What the company has

Economic &
Sociocultural
1 Ability to perform direct primary market research with
Environment
Economic
reliable and quick results.
Environment
Sociocultural
Environment
2 Experience in introducing a new product into an
NE Market of uncharted market.
Detergents
Actual Situation 3 Financial robustness to undertake the investment.
Brand Strategy
Motives
4 Capacity to expand operations w/o administrative
Opportunity
Window shocks.
Targets

Marketing Mix
5 Distribution channels already in place and working.
The Four Ps

Conclusions
SWOT Elements

Conclusions SWOT Elements 31 / 35

 Conclusion
SWOT – Weaknesses

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou

Economic &
Sociocultural
Environment
What the company does not
Economic
Environment
Sociocultural
Environment
have
NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Conclusions SWOT Elements 32 / 35

 Conclusion
SWOT – Weaknesses

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou

Economic &
Sociocultural
Environment
What the company does not
Economic
Environment
Sociocultural
Environment
have
NE Market of
1 A ready-to-go product or brand.
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Conclusions SWOT Elements 32 / 35

 Conclusion
SWOT – Weaknesses

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou

Economic &
Sociocultural
Environment
What the company does not
Economic
Environment
Sociocultural
Environment
have
NE Market of
1 A ready-to-go product or brand.
Detergents
Actual Situation 2 An in situ market research and sales promotion team.
Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Conclusions SWOT Elements 32 / 35

 Conclusion
SWOT – Weaknesses

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou

Economic &
Sociocultural
Environment
What the company does not
Economic
Environment
Sociocultural
Environment
have
NE Market of
1 A ready-to-go product or brand.
Detergents
Actual Situation 2 An in situ market research and sales promotion team.
Brand Strategy
Motives
3 A managerial task force assembled for the project.
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Conclusions SWOT Elements 32 / 35

 Conclusion
SWOT – Opportunities

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou What the company stands to

Economic &
Sociocultural
Environment
gain
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Conclusions SWOT Elements 33 / 35

 Conclusion
SWOT – Opportunities

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou What the company stands to

Economic &
Sociocultural
Environment
gain
Economic
Environment
1 Open a new market as a first mover.
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Conclusions SWOT Elements 33 / 35

 Conclusion
SWOT – Opportunities

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou What the company stands to

Economic &
Sociocultural
Environment
gain
Economic
Environment
1 Open a new market as a first mover.
Sociocultural
Environment 2 A brand allowing access to low income customers outside
NE Market of
Detergents the Northeast also.
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Conclusions SWOT Elements 33 / 35

 Conclusion
SWOT – Opportunities

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou What the company stands to

Economic &
Sociocultural
Environment
gain
Economic
Environment
1 Open a new market as a first mover.
Sociocultural
Environment 2 A brand allowing access to low income customers outside
NE Market of
Detergents the Northeast also.
Actual Situation
3 Come closer to another untapped market : North.
Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Conclusions SWOT Elements 33 / 35

 Conclusion
SWOT – Opportunities

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou What the company stands to

Economic &
Sociocultural
Environment
gain
Economic
Environment
1 Open a new market as a first mover.
Sociocultural
Environment 2 A brand allowing access to low income customers outside
NE Market of
Detergents the Northeast also.
Actual Situation
3 Come closer to another untapped market : North.
Brand Strategy
Motives
Opportunity
4 Improve the company’s brand name through CSR.
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Conclusions SWOT Elements 33 / 35

 Conclusion
SWOT – Opportunities

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou What the company stands to

Economic &
Sociocultural
Environment
gain
Economic
Environment
1 Open a new market as a first mover.
Sociocultural
Environment 2 A brand allowing access to low income customers outside
NE Market of
Detergents the Northeast also.
Actual Situation
3 Come closer to another untapped market : North.
Brand Strategy
Motives
Opportunity
4 Improve the company’s brand name through CSR.
Window
Targets 5 Generate new echelons for managerial staff.
Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Conclusions SWOT Elements 33 / 35

 Conclusion
SWOT – Opportunities

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou What the company stands to

Economic &
Sociocultural
Environment
gain
Economic
Environment
1 Open a new market as a first mover.
Sociocultural
Environment 2 A brand allowing access to low income customers outside
NE Market of
Detergents the Northeast also.
Actual Situation
3 Come closer to another untapped market : North.
Brand Strategy
Motives
Opportunity
4 Improve the company’s brand name through CSR.
Window
Targets 5 Generate new echelons for managerial staff.
Marketing Mix
The Four Ps
6 Transform taxes to assets
Conclusions
SWOT Elements

Conclusions SWOT Elements 33 / 35

 Conclusion
SWOT – Threats

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou

Economic &
Sociocultural
Environment
What the company may lose
Economic
Environment
Sociocultural
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Conclusions SWOT Elements 34 / 35

 Conclusion
SWOT – Threats

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou

Economic &
Sociocultural
Environment
What the company may lose
Economic
Environment
Sociocultural
In case of failure : The market research expenses
Environment

NE Market of
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Conclusions SWOT Elements 34 / 35

 Conclusion
SWOT – Threats

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou

Economic &
Sociocultural
Environment
What the company may lose
Economic
Environment
Sociocultural
In case of failure : The market research expenses
Environment

NE Market of
In case of success :
Detergents
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Conclusions SWOT Elements 34 / 35

 Conclusion
SWOT – Threats

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou

Economic &
Sociocultural
Environment
What the company may lose
Economic
Environment
Sociocultural
In case of failure : The market research expenses
Environment

NE Market of
In case of success :
Detergents Cannibalize “Campeiro” completely.
Actual Situation

Brand Strategy
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Conclusions SWOT Elements 34 / 35

 Conclusion
SWOT – Threats

Marketing
Strategies for
Low Income
Consumers

I. Efstratiou

Economic &
Sociocultural
Environment
What the company may lose
Economic
Environment
Sociocultural
In case of failure : The market research expenses
Environment

NE Market of
In case of success :
Detergents Cannibalize “Campeiro” completely.
Actual Situation

Brand Strategy
Cannibalize “Minerva Soap” partially.
Motives
Opportunity
Window
Targets

Marketing Mix
The Four Ps

Conclusions
SWOT Elements

Conclusions SWOT Elements 34 / 35

 References

Marketing
Strategies for
Low Income
Consumers http://biblioteca.ibge.gov.br/visualizacao/
I. Efstratiou livros/liv7924.pdf
Economic &
Sociocultural
http://cases.insead.edu/unilever/documents/
Environment Unilever%20IC.pdf
Economic
Environment
Sociocultural
Environment
http://www.unilever.com.br/Images/HISTORIA_DA_
NE Market of UNILEVER_FINAL_tcm95-112364.pdf
Detergents
Actual Situation
[4] INTERNATIONAL MARKETING – Lecture Notes –
Brand Strategy
Motives Marketing Department – Freiberg University of
Opportunity
Window Technology – MBA Programm International Business in
Targets

Marketing Mix
Developing and Emerging Markets – Summer Term 2014
The Four Ps

Conclusions
[5] Notes on Business Strategy – J. P. Efstratiou – 2011
SWOT Elements

Conclusions SWOT Elements 35 / 35