Value Proposition canvas- Customer needs and pains
Unilever Case
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6. Brazil- Washing Techniques North East South East In Recife(NE) only 28%of households own a washing m/c and 73% women think bleach is necessary to remove stains. In Sao Paolo(SE) 67% of families have washing m/c & 18% women think bleach is necessary to remove fat stains. Women here scrub clothes using bars. Then they add bleach to remove stains & little detergent at the end to make clothes smell good. Women here mix detergent and softener in the washing m/c and bleach only to remove tough stains. Frequency of washing cloths is 5 times a week. Frequency of washing cloths is 3.9 times a week. Considered as most pleasurable activity as they often wash clothes in public laundry, river or ponds. Most women wash clothes at home.
7. Brazil- Washing Techniques North East South East Cleanliness of cloth is considered as a indicator of dedication of mother to her family. It is much less Important. They use lot more soap and less detergent. As they have washing m/c, they use more detergents. They are proud that they keep themselves & their families spotlessly clean despite their low incomes. As most women have washing m/c, It is much less important for the self esteem and social status
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14. Key information of detergents in Brazil Market Brand Packaging Positioning Key Brand facts Key Data Cardboard Pack: 1Kg & 500g. Removes stains with Low quantity of product, thus reducing need for soap or bleach. Unilever Owned Brazil’s top brands. Market pioneer. Sales:$55 million. WP:$3/kg Cardboard Pack: 1Kg & 500g. Emotional appeal. Delivers pleasant smell and softness to clothes. Traditional brand of CIA Gessy Industrial. Acquired by Unilever in 1960. Sales: $17.60 million. WP:$2.40/kg
15. Key information of detergents in Brazil Market Brand Packaging Positioning Key Brand facts Key Data Cardboard Pack: 1Kg & 500g. Price brand. Focus on cost reduction across all dimensions valued by customers. Acquired by Unilever from Henkel in 1984. Sales: $6.05 million. WP:$1.70/kg Cardboard Pack: 1Kg & 500g. Offers superior whiteness. Removes dirt and protect the fabrics. Acquired by P&G from Bombril in 1996 as Quanto. Sales: $11.80 million. WP:$2.35/kg
16. Key information of detergents in Brazil Market Brand Packaging Positioning Key Brand facts Key Data Cardboard Pack: 1Kg & 500g. Key competitor of Minerva with a similar positioning. Focus on softness. Acquired by P&G from Bombril in 1996 as Odd Fases. Sales: $5.35 million. WP:$2.50/kg Cardboard Pack: 1Kg & 500g. Price brand with small sales in NE. Focus on cost reduction. Acquired by P&G from Bombril in 1996. Sales: $1.40 million. WP:$1.70/kg
17. Key information of detergents in Brazil Market Brand Packaging Positioning Key Brand facts Key Data Cardboard Pack: 1Kg & 500g. Entry level detergent. Key competitor of Campeiro. Focus on cost reduction. Owned by ASA. Only popular in NE. Sales: $5.20 million. WP:$1.70/kg
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