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It owns three brands in Brazil: Omo, Minerva and Campeiro. Omo is the top brand of the portfolio and perceived as a high quality at a premium position. Minerva is a medium quality product with low brand awareness. Campeiro is a well-known cheapest product but with a low top of mind penetration. In order to develop its presence in Brazil and to gain market shares, Unilever’s top management wants now to target the low-income segment living in the Northeast region of the country. This is a very new segment that Unilever cannot market as the traditional one. There are 48 millions of low income consumers in Northeast of Brazil...
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