Answer all these Case Link is attached : https://drive.google.com/file/d/1LmqgZaXQ_vLIHS0Ecsg3NMzWxwUNkkfP/view?usp=sharing 1. Should Unilever target the low-income segment of consumers in the Northeast of Brazil? Please think about this from a short-term perspective as well as a long-term perspective.

2. How do the North-East consumers in Brazil different from the South-East consumers?

a)What factors impact their behaviors?

b) What criteria do they use to choose a detergent?

c)How do they rate different brands on those criteria?

3. Evaluate Unilever's current brand portfolio.

a) Is a new brand necessary to serve the low-income segment or could Unilever reposition one of its existing brands or simply launch a brand extension?

b) If you believe that a new brand is necessary, state a positioning statement. A positioning statement is a short description of your product and target audience and explains how it fills a market need.

c)For example; Detergent x is a _________and will provide (primary benefit or value proposition) _______ for LI consumers in NE Brazil.

d)Choose its name from among Unilever's worldwide brand names.

4. What are the strategic implications of brand repositioning, brand extension, and new brands?

5. Design a marketing program that will allow Unilever to create and capture value for low-income consumers in the Northeast of Brazil.

a)Choose the product (formulation - Minerva or Campeiro or new formula priced between Minerva and Campeiro), branding (new brand or brand extension or brand repositioning), packaging (cardboard or plastic), the price you will charge, promotion (below the line vs above the line) and distribution (wholesalers or specialized distributors)

b)Calculate the margin that you will expect using the costs provided in the last two pages of the case under Brand and Marketing Strategy The Case link is attached: https://drive.google.com/file/d/1LmqgZaXQ_vLIHS0Ecsg3NMzWxwUNkkfP/view?usp=sharing