Black population in Brazil
How has Unilever targeted the black population in Brazil? How does the company’s strategy in Brazil differ from its strategy in other countries? What does your response tell you about Unilever’s overall global marketing strategy?
Sample Solution
With a population of 160 million Brazil is home to the world’s largest black population outside of Nigeria. This partly explains why consumer-products giant Unilever PLC launched a skin lotion for black Brazilian women only last year, seven decades after arriving there. Additionally, it points to economic and social shifts in Brazil, a market where nearly half the population is black or of mixed race (Boccanera, 2016). As a result, local and multinational companies are starting to treat blacks as a distinct consumer market for the first time. Until recently significant discourse has been dedicated to questions on whether Unilever should stick with geographical segmentation of markets or shift to the demographic strategy.
