UNILEVER BRAZIL DECISIONS

Positioning Statement
Target segment
Point of Difference
Frame of Reference
Formulation( which benefits to emphasize)
Brand (One of the three, Brand Extension, or New)
Price
Packaging (Cardboard, Plastic)
Distribution (Generalists, Specialists)
Promotion (70:30 or 30:70)



PROFESSOR JAGMOHAN S RAJU
Unilever Brazil case outlines specific decisions the company has to make (listed below) and
provides the specific alternatives being considered by the company.

Each group should come prepared with a one page power-point presentation that clearly
states the choices they would make if they were the decision makers.