Unilever in Brazil

In: Business and Management

Submitted By mariazakir
Words 4648
Pages 19
504-009-1

04/2004-5188

Unilever in Brazil:
Marketing Strategies for LowIncome Consumers

This case was prepared by Pedro Pacheco Guimaraes, INSEAD MBA 2003, and Pierre Chandon, Assistant Professor of Marketing at INSEAD, as the basis for class discussion rather than to illustrate either effective or ineffective handling of an administrative situation. We thank Laercio Cardoso and Robert Davidson from Unilever Brazil for making this case possible. We also thank Fernando Machado (INSEAD MBA 2003), Mauricio Mittelman (INSEAD PhD Student), and Luca Lattanzi (INSEAD Executive MBA 2004) for their comments. Copyright © 2004 INSEAD, Fontainebleau, France.
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After three successful years in the Personal Care division of Unilever in Pakistan, Laercio Cardoso was contemplating an attractive leadership position in China when he received a phone call from Robert Davidson, Head of Unilever’s Home Care division in Brazil, his home country. Robert was looking for someone to explore growth opportunities in the marketing of detergents to low-income consumers living in the Northeast of Brazil, and felt Laercio had the seniority and skills necessary for the project (Laercio had joined Unilever in 1986 after graduating from Fundação Getulio Vargas in São Paulo and had participated in INSEAD’s Advanced…...

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