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Green 3a

Unilever Brazil

Chris Freeberg

Christian Heck

Erin SolanoMason Miller

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ExpansionEconomic

Map of northeast

Facts and figures

Competitive

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Extend

Surf or Minerva

Minerva known for hand wash

Easier for illiterateLower cost

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1. Situation

Divert money from premium brands to target

lower margin segment of low income

consumer

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2. Extend existing brand or create new

brand

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3. 4 Ps: Price

Price to wholesalers $2.10

Formulation cost $1.15

Packaging cost $0.35

Promotion cost $0.30

Total cost $1.80

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ProductMinerva by Hand Specifically targeted to the consumer behavior and need of 

the target segment in the Northeast ± Consumers wash by hands in a public laundry, rivers and ponds

-> Customize Minerva by Hand

Special focus on smell, stain removal and the amount of soap residue left on the clothes after hand washing

Feature disabling ± Less use foaming agent due to soft water in the region

 ± Remove attributes tailored to machine washing

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Promotion

Objective

Key message

Push or pull

Positioning statement No-no:

This is the product you use to get the mostcleaning power (in rivers)

Be wary of aspirational marketing 70% traditional, 30% promotional

Coupon campaign in beginning

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Place / distribution

Focus on small stores where lower incomepeople shop