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Welcome to our support website for the business case “Unilever in Brazil 1997-2007: Marketing Strategies for Low-Income Consumers”.

Click here to register as an instructor and access an inspection copy of the case.


The case has been translated into Portuguese and Spanish. Click on language to read the corresponding inspection copy.

Prizes and Awards

The Unilever in Brazil case is the 8th most sold case by the Case Center (formerly ecch) in its 40 year history. It is also the most recent case of the top 10. Click here for the announcement and list of the top 40 cases of the past 40 years.

2012, 2011, 2010, 2009, 2008, 2007, 2006, 2005 - ecch best selling case;
2007 - ecch European Case Awards - category winner (Marketing);
2008 - ecch European Case Awards - overall winner;
2004 - EFMD Case Writing Competition - category winner (Marketing).





Unilever is a solid leader in the Brazilian detergent powder market with an 81% market share. Laercio Cardoso must decide:

  • whether Unilever should divert money from its premium brands to target the lower-margin segment of low-income consumers,
  • whether Unilever can reposition or extend one of its existing brands to avoid launching a new brand,
  • what price, product, promotion, and distribution strategy would allow Unilever to deliver value to low-income consumers without cannibalizing its own premium brands too heavily.

Pedagogical Objectives

This case deals with the question of whether marketing and branding create value for really poor consumers. It can therefore be used in an MBA, executive education or undergraduate core course on marketing management to illustrate the value of marketing and the marketing approach, or in a brand management course to explore the frontiers of branding. This case can also be used in a consumer behaviour course to examine the motivations and decision-making process of low-income consumers. Alternatively, it can be used in a global marketing or global strategy and management course to study the way multinational companies adapt their strategy to compete in emerging countries.



How to buy the case

  • Hard and soft copies of the case and teaching note (which contains the login and password to access the private area of this site) can be purchased via our distributors’ websites. To choose a distributor please visit the INSEAD Case Distributors page.
  • The case can also be purchased directly from INSEAD.
  • If you are not a registered instructor, follow the instructions on our distributors’ websites to identify yourself as such.