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 Marketing Strategies for Low Income Consumers The Unilever do Brasil Case Ioannis Efstratiou - 56600 – IBDEM Department of Marketing TU Bergakademie Freiberg June 16, 2014 1 / 35
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MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing Strategies for Low IncomeConsumers
The Unilever do Brasil Case
Ioannis Efstratiou - 56600 – IBDEM
Department of MarketingTU Bergakademie Freiberg
June 16, 2014
1 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Table of contents
1 Economic & Sociocultural EnvironmentEconomic EnvironmentSociocultural Environment
2 NE Market of DetergentsActual Situation
3 Brand StrategyMotivesOpportunity WindowTargets
4 Marketing MixThe Four Ps
5 ConclusionsSWOT Elements
2 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Economic EnvironmentGeography
Brazil’s Northeast Region (NE)
Economic & Sociocultural Environment Economic Environment 3 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Economic EnvironmentPopulation Statistics
Age Distribution : ≈ 60% between 15 to 64 years old
Population Growth :1,1% (1,4)
Life Expectancy :65,5 yrs (68,4)
Urbanization :65,5% (78,4)
Household Size :4 (4)
Economic & Sociocultural Environment Economic Environment 4 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Economic EnvironmentPopulation Statistics
Age Distribution : ≈ 60% between 15 to 64 years old
Population Growth :1,1% (1,4)
Life Expectancy :65,5 yrs (68,4)
Urbanization :65,5% (78,4)
Household Size :4 (4)
Economic & Sociocultural Environment Economic Environment 4 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Economic EnvironmentPopulation Statistics
Age Distribution : ≈ 60% between 15 to 64 years old
Population Growth :1,1% (1,4)
Life Expectancy :65,5 yrs (68,4)
Urbanization :65,5% (78,4)
Household Size :4 (4)
Economic & Sociocultural Environment Economic Environment 4 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Economic EnvironmentPopulation Statistics
Age Distribution : ≈ 60% between 15 to 64 years old
Population Growth :1,1% (1,4)
Life Expectancy :65,5 yrs (68,4)
Urbanization :65,5% (78,4)
Household Size :4 (4)
Economic & Sociocultural Environment Economic Environment 4 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Economic EnvironmentPopulation Statistics
Age Distribution : ≈ 60% between 15 to 64 years old
Population Growth :1,1% (1,4)
Life Expectancy :65,5 yrs (68,4)
Urbanization :65,5% (78,4)
Household Size :4 (4)
Economic & Sociocultural Environment Economic Environment 4 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Economic EnvironmentPopulation Statistics
Indexes
GDP per capita :2.250$ (4,420$)
Purchasing power parity for NE :1R$/1R$ (one country)
International Marketing income classification :very low – very high (low – medium – high)
Household average expenditure for cleaning products :0,7 to 1,4 % of income (0,51 to 1,15%)
Economic & Sociocultural Environment Economic Environment 5 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Economic EnvironmentPopulation Statistics
Indexes
GDP per capita :2.250$ (4,420$)
Purchasing power parity for NE :1R$/1R$ (one country)
International Marketing income classification :very low – very high (low – medium – high)
Household average expenditure for cleaning products :0,7 to 1,4 % of income (0,51 to 1,15%)
Economic & Sociocultural Environment Economic Environment 5 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Economic EnvironmentPopulation Statistics
Indexes
GDP per capita :2.250$ (4,420$)
Purchasing power parity for NE :1R$/1R$ (one country)
International Marketing income classification :very low – very high (low – medium – high)
Household average expenditure for cleaning products :0,7 to 1,4 % of income (0,51 to 1,15%)
Economic & Sociocultural Environment Economic Environment 5 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Economic EnvironmentPopulation Statistics
Indexes
GDP per capita :2.250$ (4,420$)
Purchasing power parity for NE :1R$/1R$ (one country)
International Marketing income classification :very low – very high (low – medium – high)
Household average expenditure for cleaning products :0,7 to 1,4 % of income (0,51 to 1,15%)
Economic & Sociocultural Environment Economic Environment 5 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Economic EnvironmentPopulation Statistics
Indexes
GDP per capita :2.250$ (4,420$)
Purchasing power parity for NE :1R$/1R$ (one country)
International Marketing income classification :very low – very high (low – medium – high)
Household average expenditure for cleaning products :0,7 to 1,4 % of income (0,51 to 1,15%)
Economic & Sociocultural Environment Economic Environment 5 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Economic EnvironmentPopulation Indexes
The Gini Index
Economic & Sociocultural Environment Economic Environment 6 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Economic EnvironmentPopulation Indexes
The Gini Index
Economic & Sociocultural Environment Economic Environment 6 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Economic EnvironmentPopulation Indexes
The Gini Index
Social Classes by Income
Economic & Sociocultural Environment Economic Environment 6 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Economic EnvironmentPopulation Indexes
The Gini Index
Social Classes by Income
Economic & Sociocultural Environment Economic Environment 6 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Sociocultural EnvironmentComparison of Regions on Relevant Aspects
Characteristic Northeast South
Afro-European origins 65% 30%
Cleanliness is a symbol of :•status•self esteem
notimportant
Wash frequency(times/week) 5 3,9
Cloth washing is a Social event Nuance
Own washing machine 28% 67%
Bleaching necessary 73% 18%
Economic & Sociocultural Environment Sociocultural Environment 7 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Sociocultural EnvironmentComparison of Regions on Relevant Aspects
Characteristic Northeast South
Afro-European origins 65% 30%
Cleanliness is a symbol of :•status•self esteem
notimportant
Wash frequency(times/week) 5 3,9
Cloth washing is a Social event Nuance
Own washing machine 28% 67%
Bleaching necessary 73% 18%
Economic & Sociocultural Environment Sociocultural Environment 7 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Sociocultural EnvironmentComparison of Regions on Relevant Aspects
Characteristic Northeast South
Afro-European origins 65% 30%
Cleanliness is a symbol of :•status•self esteem
notimportant
Wash frequency(times/week) 5 3,9
Cloth washing is a Social event Nuance
Own washing machine 28% 67%
Bleaching necessary 73% 18%
Economic & Sociocultural Environment Sociocultural Environment 7 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Sociocultural EnvironmentComparison of Regions on Relevant Aspects
Characteristic Northeast South
Afro-European origins 65% 30%
Cleanliness is a symbol of :•status•self esteem
notimportant
Wash frequency(times/week) 5 3,9
Cloth washing is a Social event Nuance
Own washing machine 28% 67%
Bleaching necessary 73% 18%
Economic & Sociocultural Environment Sociocultural Environment 7 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Sociocultural EnvironmentComparison of Regions on Relevant Aspects
Characteristic Northeast South
Afro-European origins 65% 30%
Cleanliness is a symbol of :•status•self esteem
notimportant
Wash frequency(times/week) 5 3,9
Cloth washing is a Social event Nuance
Own washing machine 28% 67%
Bleaching necessary 73% 18%
Economic & Sociocultural Environment Sociocultural Environment 7 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Sociocultural EnvironmentComparison of Regions on Relevant Aspects
Characteristic Northeast South
Afro-European origins 65% 30%
Cleanliness is a symbol of :•status•self esteem
notimportant
Wash frequency(times/week) 5 3,9
Cloth washing is a Social event Nuance
Own washing machine 28% 67%
Bleaching necessary 73% 18%
Economic & Sociocultural Environment Sociocultural Environment 7 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Sociocultural EnvironmentComparison of Regions on Relevant Aspects
Characteristic Northeast South
Afro-European origins 65% 30%
Cleanliness is a symbol of :•status•self esteem
notimportant
Wash frequency(times/week) 5 3,9
Cloth washing is a Social event Nuance
Own washing machine 28% 67%
Bleaching necessary 73% 18%
Economic & Sociocultural Environment Sociocultural Environment 7 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Sociocultural EnvironmentComparison of Regions on Relevant Aspects
Characteristic Northeast South
Afro-European origins 65% 30%
Cleanliness is a symbol of :•status•self esteem
notimportant
Wash frequency(times/week) 5 3,9
Cloth washing is a Social event Nuance
Own washing machine 28% 67%
Bleaching necessary 73% 18%
Economic & Sociocultural Environment Sociocultural Environment 7 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Powder Detergent Market in the NEWashing Process
The washing process followed by low-income households inthe Northeast :
Washing of clothes in the Northeast
“...women in the Northeast scrub clothes using bars oflaundry soap, a process which requires intense and sustainedeffort. They then add bleach to remove tough stains and onlyadd a little detergent powder at the end, primarily to makethe clothes smell good.”a
aINSEAD case study 5188(pp 3).
NE Market of Detergents Actual Situation 8 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Powder Detergent Market in the NEComparison of Laundry Soap and Powder Detergents
NE Market of Detergents Actual Situation 9 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Powder Detergent Market in the NEComparison of Laundry Soap and Powder Detergents
NE Market of Detergents Actual Situation 9 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Powder Detergent Market in the NEComparison of Laundry Soap and Powder Detergents
NE Market of Detergents Actual Situation 9 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Powder Detergent Market in the NEMarket Shares of Laundry Soaps and Detergents
NE Market of Detergents Actual Situation 10 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Powder Detergent Market in the NEMarket Shares of Laundry Soaps and Detergents
NE Market of Detergents Actual Situation 10 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Powder Detergent Market in the NEWhat is Important to Consumers?
Rank Attribute Value
1 Cleanliness, whitening, productivity 24%
2 Smell ≡ softness 20%
3 Ability to remove stains 16%
4 Solubility ≡ foam 16%
5 Packaging 13%
6 Harm colors 11%
NE Market of Detergents Actual Situation 11 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Powder Detergent Market in the NEWhat is Important to Consumers?
Rank Attribute Value
1 Cleanliness, whitening, productivity 24%
2 Smell ≡ softness 20%
3 Ability to remove stains 16%
4 Solubility ≡ foam 16%
5 Packaging 13%
6 Harm colors 11%
NE Market of Detergents Actual Situation 11 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Powder Detergent Market in the NEWhat is Important to Consumers?
Rank Attribute Value
1 Cleanliness, whitening, productivity 24%
2 Smell ≡ softness 20%
3 Ability to remove stains 16%
4 Solubility ≡ foam 16%
5 Packaging 13%
6 Harm colors 11%
NE Market of Detergents Actual Situation 11 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Powder Detergent Market in the NEWhat is Important to Consumers?
Rank Attribute Value
1 Cleanliness, whitening, productivity 24%
2 Smell ≡ softness 20%
3 Ability to remove stains 16%
4 Solubility ≡ foam 16%
5 Packaging 13%
6 Harm colors 11%
NE Market of Detergents Actual Situation 11 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Powder Detergent Market in the NEWhat is Important to Consumers?
Rank Attribute Value
1 Cleanliness, whitening, productivity 24%
2 Smell ≡ softness 20%
3 Ability to remove stains 16%
4 Solubility ≡ foam 16%
5 Packaging 13%
6 Harm colors 11%
NE Market of Detergents Actual Situation 11 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Powder Detergent Market in the NEWhat is Important to Consumers?
Rank Attribute Value
1 Cleanliness, whitening, productivity 24%
2 Smell ≡ softness 20%
3 Ability to remove stains 16%
4 Solubility ≡ foam 16%
5 Packaging 13%
6 Harm colors 11%
NE Market of Detergents Actual Situation 11 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Powder Detergent Market in the NEWhat is Important to Consumers?
Rank Attribute Value
1 Cleanliness, whitening, productivity 24%
2 Smell ≡ softness 20%
3 Ability to remove stains 16%
4 Solubility ≡ foam 16%
5 Packaging 13%
6 Harm colors 11%
NE Market of Detergents Actual Situation 11 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Powder Detergent Market in the NEAttribute Importance and Consumer Expections in the NE
NE Market of Detergents Actual Situation 12 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Powder Detergent Market in the NEAttribute Importance and Consumer Expections in the NE
NE Market of Detergents Actual Situation 12 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Powder Detergent Market in the NEAttribute Importance and Consumer Expections in the NE
NE Market of Detergents Actual Situation 12 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand StrategyWhy go Northeast?
Two defensive reasons to go NE
Brand Strategy Motives 13 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand StrategyWhy go Northeast?
Two defensive reasons to go NE
Brand Strategy Motives 13 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand StrategyWhy go Northeast?
Two defensive reasons to go NE
Brand Strategy Motives 13 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand StrategyDo what ?
Two aggressive reasons to go NE
Brand Strategy Motives 14 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand StrategyDo what ?
Two aggressive reasons to go NE
Brand Strategy Motives 14 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand StrategyDo what ?
Two aggressive reasons to go NE
Brand Strategy Motives 14 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand StrategyOpportunity Window : Perceived Quality-to-Price Matrix
Brand Strategy Opportunity Window 15 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand StrategyPerceived Quality-to-Price Matrix : Exclude High Price
Brand Strategy Opportunity Window 16 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand StrategyPerceived Quality-to-Price Matrix : Exclude Top Quality/Low Price
Brand Strategy Opportunity Window 17 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand StrategyPerceived Quality-to-Price Matrix : Exclude Very Low Price
Brand Strategy Opportunity Window 18 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand StrategyQuality-to-Price Perception Matrix : Exclude Medium Price Brands
Brand Strategy Opportunity Window 19 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand StrategyTargets
We want a new brand to...
1 Address an End User Base (Market Size) of :
53% (low income) × 48 million(population)
4 (average per house)≈ 5 to 6 million
2 With a Characteristic of :Superiority over low-priced detergents on 1 to 3 –preferably the top – quality attributes. Benchmarkthreshold : laundry soap.
3 Following a Market Strategy of :Cost leadership focused on substitution of laundrysoap.
Brand Strategy Targets 20 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand StrategyTargets
We want a new brand to...1 Address an End User Base (Market Size) of :
53% (low income) × 48 million(population)
4 (average per house)≈ 5 to 6 million
2 With a Characteristic of :Superiority over low-priced detergents on 1 to 3 –preferably the top – quality attributes. Benchmarkthreshold : laundry soap.
3 Following a Market Strategy of :Cost leadership focused on substitution of laundrysoap.
Brand Strategy Targets 20 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand StrategyTargets
We want a new brand to...1 Address an End User Base (Market Size) of :
53% (low income) × 48 million(population)
4 (average per house)≈ 5 to 6 million
2 With a Characteristic of :Superiority over low-priced detergents on 1 to 3 –preferably the top – quality attributes. Benchmarkthreshold : laundry soap.
3 Following a Market Strategy of :Cost leadership focused on substitution of laundrysoap.
Brand Strategy Targets 20 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand StrategyTargets
We want a new brand to...1 Address an End User Base (Market Size) of :
53% (low income) × 48 million(population)
4 (average per house)≈ 5 to 6 million
2 With a Characteristic of :Superiority over low-priced detergents on 1 to 3 –preferably the top – quality attributes. Benchmarkthreshold : laundry soap.
3 Following a Market Strategy of :Cost leadership focused on substitution of laundrysoap.
Brand Strategy Targets 20 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand StrategyValue Chain
Firm infrastructure
Porter’s Value Chain
Human Resources Management
Technological Development
Procurement
InboundLogistics
OperationsOutboundLogistics
Marketing &Sales
After saleService
Margin
Support
activities
Primary
activities
Brand Strategy Targets 21 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand StrategyValue Chain
Brand Strategy Targets 22 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand StrategyValue Chain
Brand Strategy Targets 23 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand StrategyValue Chain
Brand Strategy Targets 24 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand StrategyValue Chain
Brand Strategy Targets 25 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand StrategyValue Chain
Brand Strategy Targets 26 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Brand StrategyValue Chain
Brand Strategy Targets 27 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing MixValue Proposition
Product and Price Specifications
Product :
Powder detergentStrong aroma. Choice of 2-3.Laundry soap < Cleaning power � MinervaHumidity resistant, small size package.
Price :
Comparable to soap plus bleach plus detergent.Beats any detergent in this category.
Marketing Mix The Four Ps 28 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing MixValue Proposition
Product and Price SpecificationsProduct :
Powder detergentStrong aroma. Choice of 2-3.Laundry soap < Cleaning power � MinervaHumidity resistant, small size package.
Price :
Comparable to soap plus bleach plus detergent.Beats any detergent in this category.
Marketing Mix The Four Ps 28 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing MixValue Proposition
Product and Price SpecificationsProduct :
Powder detergent
Strong aroma. Choice of 2-3.Laundry soap < Cleaning power � MinervaHumidity resistant, small size package.
Price :
Comparable to soap plus bleach plus detergent.Beats any detergent in this category.
Marketing Mix The Four Ps 28 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing MixValue Proposition
Product and Price SpecificationsProduct :
Powder detergentStrong aroma. Choice of 2-3.
Laundry soap < Cleaning power � MinervaHumidity resistant, small size package.
Price :
Comparable to soap plus bleach plus detergent.Beats any detergent in this category.
Marketing Mix The Four Ps 28 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing MixValue Proposition
Product and Price SpecificationsProduct :
Powder detergentStrong aroma. Choice of 2-3.Laundry soap < Cleaning power � Minerva
Humidity resistant, small size package.
Price :
Comparable to soap plus bleach plus detergent.Beats any detergent in this category.
Marketing Mix The Four Ps 28 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing MixValue Proposition
Product and Price SpecificationsProduct :
Powder detergentStrong aroma. Choice of 2-3.Laundry soap < Cleaning power � MinervaHumidity resistant, small size package.
Price :
Comparable to soap plus bleach plus detergent.Beats any detergent in this category.
Marketing Mix The Four Ps 28 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing MixValue Proposition
Product and Price SpecificationsProduct :
Powder detergentStrong aroma. Choice of 2-3.Laundry soap < Cleaning power � MinervaHumidity resistant, small size package.
Price :
Comparable to soap plus bleach plus detergent.Beats any detergent in this category.
Marketing Mix The Four Ps 28 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing MixValue Proposition
Product and Price SpecificationsProduct :
Powder detergentStrong aroma. Choice of 2-3.Laundry soap < Cleaning power � MinervaHumidity resistant, small size package.
Price :Comparable to soap plus bleach plus detergent.
Beats any detergent in this category.
Marketing Mix The Four Ps 28 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing MixValue Proposition
Product and Price SpecificationsProduct :
Powder detergentStrong aroma. Choice of 2-3.Laundry soap < Cleaning power � MinervaHumidity resistant, small size package.
Price :Comparable to soap plus bleach plus detergent.Beats any detergent in this category.
Marketing Mix The Four Ps 28 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing MixPosition
Consumer’s Mind
“Cleans better than soap with less effort”
“Choice of strong aromas”
“Package increases storage life”
“Available at the local shop”
Physical
1 End User’s Points of Purchase : Local Shops
Sell everything, like a miniature supermarket.Provide finance to their customers.
2 Direct Customers : Regional Wholesalers
Supply local shops with large variety of products.Also provide finance to their customers.They are already used by the company.
Marketing Mix The Four Ps 29 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing MixPosition
Consumer’s Mind
“Cleans better than soap with less effort”
“Choice of strong aromas”
“Package increases storage life”
“Available at the local shop”
Physical
1 End User’s Points of Purchase : Local Shops
Sell everything, like a miniature supermarket.Provide finance to their customers.
2 Direct Customers : Regional Wholesalers
Supply local shops with large variety of products.Also provide finance to their customers.They are already used by the company.
Marketing Mix The Four Ps 29 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing MixPosition
Consumer’s Mind
“Cleans better than soap with less effort”
“Choice of strong aromas”
“Package increases storage life”
“Available at the local shop”
Physical
1 End User’s Points of Purchase : Local Shops
Sell everything, like a miniature supermarket.Provide finance to their customers.
2 Direct Customers : Regional Wholesalers
Supply local shops with large variety of products.Also provide finance to their customers.They are already used by the company.
Marketing Mix The Four Ps 29 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing MixPosition
Consumer’s Mind
“Cleans better than soap with less effort”
“Choice of strong aromas”
“Package increases storage life”
“Available at the local shop”
Physical
1 End User’s Points of Purchase : Local Shops
Sell everything, like a miniature supermarket.Provide finance to their customers.
2 Direct Customers : Regional Wholesalers
Supply local shops with large variety of products.Also provide finance to their customers.They are already used by the company.
Marketing Mix The Four Ps 29 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing MixPosition
Consumer’s Mind
“Cleans better than soap with less effort”
“Choice of strong aromas”
“Package increases storage life”
“Available at the local shop”
Physical
1 End User’s Points of Purchase : Local Shops
Sell everything, like a miniature supermarket.Provide finance to their customers.
2 Direct Customers : Regional Wholesalers
Supply local shops with large variety of products.Also provide finance to their customers.They are already used by the company.
Marketing Mix The Four Ps 29 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing MixPosition
Consumer’s Mind
“Cleans better than soap with less effort”
“Choice of strong aromas”
“Package increases storage life”
“Available at the local shop”
Physical
1 End User’s Points of Purchase : Local Shops
Sell everything, like a miniature supermarket.Provide finance to their customers.
2 Direct Customers : Regional Wholesalers
Supply local shops with large variety of products.Also provide finance to their customers.They are already used by the company.
Marketing Mix The Four Ps 29 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing MixPosition
Consumer’s Mind
“Cleans better than soap with less effort”
“Choice of strong aromas”
“Package increases storage life”
“Available at the local shop”
Physical
1 End User’s Points of Purchase : Local Shops
Sell everything, like a miniature supermarket.Provide finance to their customers.
2 Direct Customers : Regional Wholesalers
Supply local shops with large variety of products.Also provide finance to their customers.They are already used by the company.
Marketing Mix The Four Ps 29 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing MixPosition
Consumer’s Mind
“Cleans better than soap with less effort”
“Choice of strong aromas”
“Package increases storage life”
“Available at the local shop”
Physical1 End User’s Points of Purchase : Local Shops
Sell everything, like a miniature supermarket.Provide finance to their customers.
2 Direct Customers : Regional Wholesalers
Supply local shops with large variety of products.Also provide finance to their customers.They are already used by the company.
Marketing Mix The Four Ps 29 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing MixPosition
Consumer’s Mind
“Cleans better than soap with less effort”
“Choice of strong aromas”
“Package increases storage life”
“Available at the local shop”
Physical1 End User’s Points of Purchase : Local Shops
Sell everything, like a miniature supermarket.
Provide finance to their customers.
2 Direct Customers : Regional Wholesalers
Supply local shops with large variety of products.Also provide finance to their customers.They are already used by the company.
Marketing Mix The Four Ps 29 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing MixPosition
Consumer’s Mind
“Cleans better than soap with less effort”
“Choice of strong aromas”
“Package increases storage life”
“Available at the local shop”
Physical1 End User’s Points of Purchase : Local Shops
Sell everything, like a miniature supermarket.Provide finance to their customers.
2 Direct Customers : Regional Wholesalers
Supply local shops with large variety of products.Also provide finance to their customers.They are already used by the company.
Marketing Mix The Four Ps 29 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing MixPosition
Consumer’s Mind
“Cleans better than soap with less effort”
“Choice of strong aromas”
“Package increases storage life”
“Available at the local shop”
Physical1 End User’s Points of Purchase : Local Shops
Sell everything, like a miniature supermarket.Provide finance to their customers.
2 Direct Customers : Regional Wholesalers
Supply local shops with large variety of products.Also provide finance to their customers.They are already used by the company.
Marketing Mix The Four Ps 29 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing MixPosition
Consumer’s Mind
“Cleans better than soap with less effort”
“Choice of strong aromas”
“Package increases storage life”
“Available at the local shop”
Physical1 End User’s Points of Purchase : Local Shops
Sell everything, like a miniature supermarket.Provide finance to their customers.
2 Direct Customers : Regional WholesalersSupply local shops with large variety of products.
Also provide finance to their customers.They are already used by the company.
Marketing Mix The Four Ps 29 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing MixPosition
Consumer’s Mind
“Cleans better than soap with less effort”
“Choice of strong aromas”
“Package increases storage life”
“Available at the local shop”
Physical1 End User’s Points of Purchase : Local Shops
Sell everything, like a miniature supermarket.Provide finance to their customers.
2 Direct Customers : Regional WholesalersSupply local shops with large variety of products.Also provide finance to their customers.
They are already used by the company.
Marketing Mix The Four Ps 29 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing MixPosition
Consumer’s Mind
“Cleans better than soap with less effort”
“Choice of strong aromas”
“Package increases storage life”
“Available at the local shop”
Physical1 End User’s Points of Purchase : Local Shops
Sell everything, like a miniature supermarket.Provide finance to their customers.
2 Direct Customers : Regional WholesalersSupply local shops with large variety of products.Also provide finance to their customers.They are already used by the company.
Marketing Mix The Four Ps 29 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing MixPromotion
Pull Tactics
1 Above the Line Communications
Television adsRadio ads
2 Below the Line Communications
Exhibitions at points of use.Promotional samples at exhibition.Word of mouth.
Marketing Mix The Four Ps 30 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing MixPromotion
Pull Tactics1 Above the Line Communications
Television adsRadio ads
2 Below the Line Communications
Exhibitions at points of use.Promotional samples at exhibition.Word of mouth.
Marketing Mix The Four Ps 30 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing MixPromotion
Pull Tactics1 Above the Line Communications
Television ads
Radio ads
2 Below the Line Communications
Exhibitions at points of use.Promotional samples at exhibition.Word of mouth.
Marketing Mix The Four Ps 30 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing MixPromotion
Pull Tactics1 Above the Line Communications
Television adsRadio ads
2 Below the Line Communications
Exhibitions at points of use.Promotional samples at exhibition.Word of mouth.
Marketing Mix The Four Ps 30 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing MixPromotion
Pull Tactics1 Above the Line Communications
Television adsRadio ads
2 Below the Line Communications
Exhibitions at points of use.Promotional samples at exhibition.Word of mouth.
Marketing Mix The Four Ps 30 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing MixPromotion
Pull Tactics1 Above the Line Communications
Television adsRadio ads
2 Below the Line CommunicationsExhibitions at points of use.
Promotional samples at exhibition.Word of mouth.
Marketing Mix The Four Ps 30 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing MixPromotion
Pull Tactics1 Above the Line Communications
Television adsRadio ads
2 Below the Line CommunicationsExhibitions at points of use.Promotional samples at exhibition.
Word of mouth.
Marketing Mix The Four Ps 30 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
Marketing MixPromotion
Pull Tactics1 Above the Line Communications
Television adsRadio ads
2 Below the Line CommunicationsExhibitions at points of use.Promotional samples at exhibition.Word of mouth.
Marketing Mix The Four Ps 30 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
ConclusionSWOT – Strengths
What the company has
1 Ability to perform direct primary market research withreliable and quick results.
2 Experience in introducing a new product into anuncharted market.
3 Financial robustness to undertake the investment.
4 Capacity to expand operations w/o administrativeshocks.
5 Distribution channels already in place and working.
Conclusions SWOT Elements 31 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
ConclusionSWOT – Strengths
What the company has1 Ability to perform direct primary market research with
reliable and quick results.
2 Experience in introducing a new product into anuncharted market.
3 Financial robustness to undertake the investment.
4 Capacity to expand operations w/o administrativeshocks.
5 Distribution channels already in place and working.
Conclusions SWOT Elements 31 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
ConclusionSWOT – Strengths
What the company has1 Ability to perform direct primary market research with
reliable and quick results.
2 Experience in introducing a new product into anuncharted market.
3 Financial robustness to undertake the investment.
4 Capacity to expand operations w/o administrativeshocks.
5 Distribution channels already in place and working.
Conclusions SWOT Elements 31 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
ConclusionSWOT – Strengths
What the company has1 Ability to perform direct primary market research with
reliable and quick results.
2 Experience in introducing a new product into anuncharted market.
3 Financial robustness to undertake the investment.
4 Capacity to expand operations w/o administrativeshocks.
5 Distribution channels already in place and working.
Conclusions SWOT Elements 31 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
ConclusionSWOT – Strengths
What the company has1 Ability to perform direct primary market research with
reliable and quick results.
2 Experience in introducing a new product into anuncharted market.
3 Financial robustness to undertake the investment.
4 Capacity to expand operations w/o administrativeshocks.
5 Distribution channels already in place and working.
Conclusions SWOT Elements 31 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
ConclusionSWOT – Strengths
What the company has1 Ability to perform direct primary market research with
reliable and quick results.
2 Experience in introducing a new product into anuncharted market.
3 Financial robustness to undertake the investment.
4 Capacity to expand operations w/o administrativeshocks.
5 Distribution channels already in place and working.
Conclusions SWOT Elements 31 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
ConclusionSWOT – Weaknesses
What the company does nothave
1 A ready-to-go product or brand.
2 An in situ market research and sales promotion team.
3 A managerial task force assembled for the project.
Conclusions SWOT Elements 32 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
ConclusionSWOT – Weaknesses
What the company does nothave
1 A ready-to-go product or brand.
2 An in situ market research and sales promotion team.
3 A managerial task force assembled for the project.
Conclusions SWOT Elements 32 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
ConclusionSWOT – Weaknesses
What the company does nothave
1 A ready-to-go product or brand.
2 An in situ market research and sales promotion team.
3 A managerial task force assembled for the project.
Conclusions SWOT Elements 32 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
ConclusionSWOT – Weaknesses
What the company does nothave
1 A ready-to-go product or brand.
2 An in situ market research and sales promotion team.
3 A managerial task force assembled for the project.
Conclusions SWOT Elements 32 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
ConclusionSWOT – Opportunities
What the company stands togain
1 Open a new market as a first mover.
2 A brand allowing access to low income customers outsidethe Northeast also.
3 Come closer to another untapped market : North.
4 Improve the company’s brand name through CSR.
5 Generate new echelons for managerial staff.
6 Transform taxes to assets
Conclusions SWOT Elements 33 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
ConclusionSWOT – Opportunities
What the company stands togain
1 Open a new market as a first mover.
2 A brand allowing access to low income customers outsidethe Northeast also.
3 Come closer to another untapped market : North.
4 Improve the company’s brand name through CSR.
5 Generate new echelons for managerial staff.
6 Transform taxes to assets
Conclusions SWOT Elements 33 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
ConclusionSWOT – Opportunities
What the company stands togain
1 Open a new market as a first mover.
2 A brand allowing access to low income customers outsidethe Northeast also.
3 Come closer to another untapped market : North.
4 Improve the company’s brand name through CSR.
5 Generate new echelons for managerial staff.
6 Transform taxes to assets
Conclusions SWOT Elements 33 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
ConclusionSWOT – Opportunities
What the company stands togain
1 Open a new market as a first mover.
2 A brand allowing access to low income customers outsidethe Northeast also.
3 Come closer to another untapped market : North.
4 Improve the company’s brand name through CSR.
5 Generate new echelons for managerial staff.
6 Transform taxes to assets
Conclusions SWOT Elements 33 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
ConclusionSWOT – Opportunities
What the company stands togain
1 Open a new market as a first mover.
2 A brand allowing access to low income customers outsidethe Northeast also.
3 Come closer to another untapped market : North.
4 Improve the company’s brand name through CSR.
5 Generate new echelons for managerial staff.
6 Transform taxes to assets
Conclusions SWOT Elements 33 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
ConclusionSWOT – Opportunities
What the company stands togain
1 Open a new market as a first mover.
2 A brand allowing access to low income customers outsidethe Northeast also.
3 Come closer to another untapped market : North.
4 Improve the company’s brand name through CSR.
5 Generate new echelons for managerial staff.
6 Transform taxes to assets
Conclusions SWOT Elements 33 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
ConclusionSWOT – Opportunities
What the company stands togain
1 Open a new market as a first mover.
2 A brand allowing access to low income customers outsidethe Northeast also.
3 Come closer to another untapped market : North.
4 Improve the company’s brand name through CSR.
5 Generate new echelons for managerial staff.
6 Transform taxes to assets
Conclusions SWOT Elements 33 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
ConclusionSWOT – Threats
What the company may lose
In case of failure : The market research expenses
In case of success :
Cannibalize “Campeiro” completely.Cannibalize “Minerva Soap” partially.
Conclusions SWOT Elements 34 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
ConclusionSWOT – Threats
What the company may loseIn case of failure : The market research expenses
In case of success :
Cannibalize “Campeiro” completely.Cannibalize “Minerva Soap” partially.
Conclusions SWOT Elements 34 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
ConclusionSWOT – Threats
What the company may loseIn case of failure : The market research expenses
In case of success :
Cannibalize “Campeiro” completely.Cannibalize “Minerva Soap” partially.
Conclusions SWOT Elements 34 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
ConclusionSWOT – Threats
What the company may loseIn case of failure : The market research expenses
In case of success :
Cannibalize “Campeiro” completely.
Cannibalize “Minerva Soap” partially.
Conclusions SWOT Elements 34 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
ConclusionSWOT – Threats
What the company may loseIn case of failure : The market research expenses
In case of success :
Cannibalize “Campeiro” completely.Cannibalize “Minerva Soap” partially.
Conclusions SWOT Elements 34 / 35
MarketingStrategies forLow IncomeConsumers
I. Efstratiou
Economic &SocioculturalEnvironment
EconomicEnvironment
SocioculturalEnvironment
NE Market ofDetergents
Actual Situation
Brand Strategy
Motives
OpportunityWindow
Targets
Marketing Mix
The Four Ps
Conclusions
SWOT Elements
References
http://biblioteca.ibge.gov.br/visualizacao/
livros/liv7924.pdf
http://cases.insead.edu/unilever/documents/
Unilever%20IC.pdf
http://www.unilever.com.br/Images/HISTORIA_DA_
UNILEVER_FINAL_tcm95-112364.pdf
[4] INTERNATIONAL MARKETING – Lecture Notes –Marketing Department – Freiberg University ofTechnology – MBA Programm International Business inDeveloping and Emerging Markets – Summer Term 2014
[5] Notes on Business Strategy – J. P. Efstratiou – 2011
Conclusions SWOT Elements 35 / 35
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