Unilever Case Q1. Conduct market analysis, addressing 4C`s (Community (PEST Analysis), Company, Competitor, Customer). Understand, in particular attributes that are important to low income consumers and their end benefits when buying detergents.
I: Company
Unilever is a US$ 56 billion multinational company headquartered in London (UK) and Rotterdam (Netherlands) employing about 300,000 people in more than 150 countries. In 1996 it had a portfolio of 1600 brands worldwide. Unilever Brazil is headquartered in São Paulo and is the pioneer of the consumer goods industry in Brazil. Its divisions are: 1) Lever for home care 2) Elida Gibbs for personal care 3) Van den Bergh for food, nevertheless detergents products still being the cash cow of Unilever Brazil. Unilever Brazil is the leader within the detergent po ...