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Marketing Strategies for Low Income Consumers

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Based on the attached case study, what price, product, promotion, and distribution strategy would allow Unilever to deliver value to low-income consumers without cannibalising its own premium brands too heavily?

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Solution Summary

The review into marketing strategies to reposition the company's brand product in a targeted low income demographic area.

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Consider the marketing strategies to entail extending out the product to capture the desired demographic of low income families, in which, the primary basis is "affordability." Thus, the objective in the marketing strategies should reflect pricing matrix with a sufficient product quality line that sustains the trust of the consumer. Focus on the beneficial factor to a well-known trusted global brand now expanding their product line into the demographic areas of Brazil and beyond to address their needs in using the products, such as, the detergent products usage.

In addition, the promotion and distribution could result ...

Solution provided by:
Nichel Anderson, MBA, PhD (IP)
Education
  • BA, American Intercontinental University
  • MBA, American Intercontinental University
  • PhD (IP), Grand Canyon University
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