Unilever should consider the following marketing mix in the decision to enter the low-cost
detergent market. Firstly, on their product, Unilever should focus on branding and
improving Campeiro, their budget detergent brand to target the low cost segment. The low
cost detergent segment is currently dominated by 3 brands. Campeiro, Pop and Invicto.
From exhibit 10, these brand accounts for less than 14 percent of the detergent market
share in the Northeast. By concentrating their efforts of Campeiro, Unilever has the
opportunity to capture a larger portion of the low-cost detergent market. From exhibit 9,
Campeiro sits below Minerva and above Pop suggesting that introducing a cheaper version
of Minerva might only erode the sales of Campeiro. My recommendation to Unilever is to
slightly strengthen the quality of Campeiro to make it suit the preferences of Northeast
Brazil namely the power, smell and strain removing capabilities. Unilever should be
cautious of the extent it is improving Campeiro so as to not intrude into the sales of their
high end detergent. As the low-cost segment is sensitive to price, Unilever should
introduce card box boxes and cheaper plastic sachets packs on the market to appeal to
extend its reach to the lowest segment of the market.
Secondly in terms of pricing, Unilever currently has a good spread of products in the
market. Their 3 products, Omo, Minerva and Campeiro has pricing that targets 3 main
segment of the market. As Omo is doing well, they should not change the pricing but
should focus on making it even better. Minerva and Campeiro on the other hand faces
