Price strategy To effectively attract the target consumer base, the new detergent shall have a competitive price, but not as low as to be considered a low-quality product. Obviously, this strategy has some costs that Unilever needs to consider. The superior quality product Cheivadinho will be introduced in a campaign that will directly focus on the consumers needs of cleanliness, good smell and their need for washing machines.
Consequently Unilever must try to persuade costumers to change their habits and make detergent their main cleaning product. After analyzing the peculiarities of the market, the company seeks to address the low-income consumers segment, proposing a low-price laundry detergent.
A SWOT analysis is a way to help an investor make that decision.
Summing up, this market is characterized by oligopolistic competition since the main detergent sellers are only three, trying to grab as many buyers as possible. Product - market focus A. Moreover, detergent usage is increasing in the NE, thus making this move even more appealing.
Thus the bottom of the pyramid offers huge growth opportunities for Unilever, provided that the company proposes right products at right prices. However, as mentioned in the issue above, communicating both detergent powders most efficiently will be complex.
The technique is credited to Albert Humphrey Case example: drinks manufacturer Lets use SWOT analysis to consider the strategy of a hypothetical prominent soft drinks manufacturer While possible cannibalization for Minerva soap, Unilever should be ready to get rid of the dog and grow its cash cow.
The company finds its strengths over competition in its flexible pricing strategy and in the expertise in distribution channels which are able to reach any kind of consumer around the globe.