UNILEVER

CASE STUDY
TEAM B
Ashwath SriHari, Bianca Tavares, Chen Yang Lim,
Elizabeth Hoffman, José Castillo, Malak El Halabi
TEAM B UNILEVER CASE STUDY

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- c annibalizing 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.”
GE
T RA
OMU PB B UNILEVER CASE STUDY

Alternative Strategy

CAMPEIRO+
POSITIVES
1. Brand awareness.
2. Reduces perceptions of risk.
3. Lower marketing costs,
4 Current loyal customers
NEGATIVES
1. Campeirois 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
TEAM B UNILEVER CASE STUDY

Segmentation
RECOMMENDATION

Geographic The population of northeast of Brazil

Substantial: 47,600,000 people (28% of Brazilian Population)

Demographic Homogenous : Women with low-income, housewifes, low education

(16,9% of the total population being illiterate)
Heterogenous : Distinct from Southern Brazilians.

Psychographic 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.

Behavioral 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.
TEAM B UNILEVER CASE STUDY

Position
RECOMMENDATION

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.
TEAM B UNILEVER CASE STUDY

Implementation Plan

Product

Price

Promotion

Place
TEAM B UNILEVER CASE STUDY

Product
Implementation Plan

“Mara”, is derived from “Maravilhosa” which Designed specially for hand-washing

means marvelous in Portuguese
Available in two different sizes, 500 grams and 1 kilo,
Our 3 priorities when making the formulation were:
so it will fit within the weekly budget range of the
• Cleanliness, whitening, productivity (Foaminess)
poorest families
which has to be improved
Packaging:
• Smell, softness (Gentleness) that has to be retained
• Plastic sachets, protecting the powder from
• The ability to remove stains without bleach which
humidity
also has to be retained.
• 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.

MARA
Maravilhosamente Limpo
TEAM B UNILEVER CASE STUDY
TEAM B UNILEVER CASE STUDY

Price
Implementation Plan

Costs of formulation and

promotional cost halfway

2x
Almost

30% Cheaper
between Campeiro and
Minerva
in packaging cost
Total cost of $1.655, and a margin
Compared to
margin of $0.295 per kilo Campeiro
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% MARA

Maravilhosamente Limpo
TEAM B UNILEVER CASE STUDY

Price Target  Market  Share

Implementation Plan
1% Target  Market  Share
3%
3%
OUR GOALS 3% 1%

3%
8% 3%
3% Omo
1. Goal to get Unilever’s share of the NE
Mara
region detergent market from 75% to 85%, 8%
Minerva Omo
which is the national average.
49% Ace Mara
2. Goal to have a higher market share than 15%
Campeiro Minerv
Campeiro. 49% Other  P &G Ace
15% Invicto
3. Goal for first year: same market share Campe
Others Other  
as Campeiro.
Invicto
4. Target to get close to the Market Share
18% Others
of Minerva, approximately 18% in three
years after launch.
18%
5. Target to cannibalize Campeiro entirely

in 5 years.

TARGET MARKET SHARE

MARA
Maravilhosamente Limpo
TEAM B UNILEVER CASE STUDY

Promotion
Implementation Plan

Brazilians are avid television watchers

We suggest using Globo actress Regina Casé as our spokesperson

70% Above the line Simple visual messaging through

television channel and imagery in

30%
order to overcome the difficulty
Below the line
of reading.

Regina Casé
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

MARA
Maravilhosamente Limpo
TEAM B UNILEVER CASE STUDY

Place
Implementation Plan

Specialized distributors
to reach approximately

75,000
Key because low-income
consumers rarely shopped in
large supermarkets
small outlets
spread over the Northeast of Brazil

MARA
Maravilhosamente Limpo
TEAM B UNILEVER CASE STUDY

“
Mara, Maravilhosa.
“
TEAM b for u n i l eve r