Analysis of Unilever operating in Brazil

Analysis of Unilever operating in Brazil As given in the case study, Unilever in Brazil has a strong 81% market share by means of its three brands: Omo, Minerva and Campeiro. Question at hand is whether or not to market detergents to lower income consumers in North-Eastern Brazil and how to go about it. It was believed by many in the company itself that Unilever should not fight in the lower end of the market where even small local entrepreneurs with a lower cost structure struggled to break even. So is the opinion of Fernando Machado, category manager for detergents who believes that Unilever shouldn’t divert money from their premium brands and invest in a low price brand. But since the lower income segment isn’t tapped by any of the giants of the detergent industry in Brazil it provides ample opportunity to the company for growth in this segment. Also there is a need for good products matching the flagship brand Omo but something which is affordable at the same time to the Northeastern women as clearly seen by the example stated about Maria ConceiÇà £o. TREND IN BRAZIL: As per case study it is known that Northeasterners believe bleach is a must for removal of stains, they prefer scrubbing clothes; addition of bleach for stain removal is an important factor followed by a little use of detergent powder only in order to make the clothes smell good. Thereby we can see that use of detergent is restricted only to giving a favorable smell. For the Northeasterners frequency of clothes washing is more due to more time at hand and lesser number of clothes owned. Also cleanliness is perceived as important despite of their low income survival. Cleaning of clothes for them is also seen as a measure of dedication of the woman of the family. Hence Unilever faces the challenge of changing few of the age old perceptions and yet successfully making a mark in the lower income segment. For this Unilever will have to convert the laundry soap users into an Omo class user. This is a long term strategy but yet a feasible one   [ 1 ]    WHY CHOOSE LOWER INCOME GROUP: Enter lower income group segment before P&G penetrates there Detergent market in this segment will always be a cash cow Need gap analysis shows that there is an existing need for good detergents in this market IMPLICATIONS OF MOVE: SHORT TERM IMPLICATIONS: First mover advantage, shift of investment of money in low price brand from premium brands LONG TERM IMPLICATIONS: Market leader in low income detergent market, without a shift in Omo customers the new brand will be able to attract lower income customers WHAT SHOULD BE DONE? There are various options with Unilever. Namely, Launch a new product in the market targeting the lower income consumer without cannibalizing its own premium brands extensively – Reposition one of its existing brands Have a cheaper version of Omo/Minerva Carry out an extension of one of the existing brands I believe that Unilever in Brazil should carry out PRODUCT LINE EXTENSION. Hereb y they should introduce an additional item in the same product category. Unilever should have an extension of its brand Minerva named Minerva Progress (similar to Omo Progress which removes difficult stains without bleach and laundry soap). Minerva Progress should be positioned between Omo and Minerva

International business law Assignment Example | Topics and Well Written Essays - 2500 words

International business law - Assignment Example In civil proceedings the wronged party has the sole discretion to pursue his rights, make a compromise or, if he so wishes, fail to bring proceedings or even discontinue proceedings in the course of the trial of a case. The case of Donoghue v Stevenson which falls under the law of torts and is part of civil law is a good illustration that civil law is meant to uphold the rights of individuals. A friend of Mrs Donoghue ordered an opaque bottle of ginger beer (intended for the consumption of Mrs Donoghue) in a cafe in Paisley. Having consumed half of it, Mrs Donoghue poured the remainder into a tumbler. The decomposing remains of a snail floated out. She claimed to have suffered from shock, fell ill with gastroenteritis and sued the manufacturer for carelessly allowing the drink to be contaminated. The House of Lords decided that the manufacturer was liable for Mrs Donoghue's illness. Criminal proceedings, on the other hand, are meant to enforce law and order in the interests of the co mmunity (Brody et al 2000), generally by punishing the offender. Proceedings are usually undertaken by the Crown, although private prosecutions are possible but very rare, and once started can be discontinued only by the Attorney-General. On the face of it, a civil offence is a wrong against an individual, whereas a criminal offence is a wrong against the community, but such a line is difficult to draw. The intention of the criminal law is to ensure that every citizen knows the boundaries of acceptable conduct in the UK, for example it is clearly unacceptable conduct to steal from another individual – thereby it is necessary to have the criminal law of theft under the Theft Act 1968. This clearly applies to other criminal offences such as murder and rape. The wrong is against the society. A breach of the criminal laws imposed by society will be seen as a wrong against society as a whole. Therefore if the boundaries of acceptable conduct in the UK have been exceeded by an indi vidual and that individual has been caught they will face prosecution by the state and will receive appropriate punishment such as a fine, imprisonment or a community sentence. References Brody, David C.; Acker, James R.; Logan, Wayne A. (2000). "Introduction to the Study of Criminal Law". Criminal Law. Jones & Bartlett Publishers. ISBNÂ  0-8342-1083-5 Donoghue v Stevenson ([1932] A.C. 532, 1932 S.C. (H.L.) 31, [1932] All ER Rep 1 Evaluate the role of common law and legislation within the English Legal System Common law Common law is based largely on judge-made law (law developed through decisions by judges necessary to decide cases brought before them or case-law) The development of case-law still remains an important source of law. A statement of law made by a judge in a case can become binding on later judges and can in this way become the law for everyone to follow. Whether or not a particular pronouncement (technically called a precedent) by a judge sitting in court when decid ing a case does become binding (according to the doctrine of "stare decisis" - stand by what has previously been decided) on later judges depends on two main factors: The pronouncement must be made by a court of sufficient seniority. Basically, judges at the lowest tiers of decision making (often called courts of first instance), are not allowed to issue binding precedents. The pronouncement

Most human behaviour and most of our decisions are rational. Discuss Essay

Most human behaviour and most of our decisions are rational. Discuss - Essay Example The latter is viewed as being a model that is extremely descriptive (Newell & Lagnado & Shanks, 2007. 33). Rational intently, is the word that describes people who engage in decision making. It must be known that at the same time, human beings are adaptive and goal oriented in all their actions. The factors, which often make them not make decisions that are rational, are emotional architecture and human cognitive. The latter is often experienced when human beings are in a situation whereby, they have to make decisions, which are extremely important. Many people make irrational decisions when under duress. It is important to avoid making irrational decisions during such times but to maintain calm until such a point that rational decisions is practical. Anger management is an important tool in decision making for it ensures rational rather than irrational decisions are made. Politics is an area where people have to constantly make decisions, which are rational. This is in accordance to a model that is utility classic expected. Evidence that supports this model is of a scientific nature. It has been proven through research, that decisions which are rational are not always possible. A person’s environment plays an essential role in determining whether people make decisions that are rational (Hastie & Dawes, 2001. 42). There is a misconception, which exists between the decision maker responsible for making choices and the environment where decision making occurs. A factor, which may take the form of incentives, can either be negative or positive and it affects decision making. The existence of techniques that are statistical as well as standardized, enable people to distinguish between factors, which are random, and those that are systematic. In turn, it is possible for rationality to be present in making decisions. According to Jonathan Baron (2008. 65), when people are