Unilever’s Brand Portfolio Omo
In Unilever’s brand portfolio OMO, Minerva and Campeiro cumulatively make up 73% of the Detergent Market share whereas, in the laundry soap segment, Minerva has 19% of the market share.
Of the three detergent brands I observe that OMO is a well-positioned premium brand among the three with 52% market share in detergent segment. It enjoys the best market penetration, brand knowledge and top of mind awareness. As referred to in the case OMO was more suitable to the affluent class due to its premium price and convenience features, offered to the consumers using Washing Machines. Minerva lacks far behind OMO in terms of Top of Mind awareness as it is positioned to target customers, who prefer appeal, smell and softness. Therefore its target market of consumers is smaller and different from the Low-Income segment.
If we look at Campiero, the top of mind awareness is negligible despite the fact that we see brand knowledge for Campiero matching that of OMO while Market penetration is lowest among the three. One reason for the low top of the mind awareness can be attributed to the way consumers perceive Campiero. In figure 5 we observe that of the three brands Campeiro ranks the poorest in all qualitative features and therefore it seems that it is not a preferred product among consumers.
In order to penetrate the Low Income Consumers, I think that Unilever will have to launch a new brand “
BRIGHTO”. We know that the consumers in North East prefer hand washing, are price sensitive and rank certain attributes like whiteness, stain removing abilities and packaging more highly than others. More over in the case we learn the NE consumer perceive OMO as the best detergent but are unable to but because of its price. Anchoring consumers expectation with OMO may be a crucial factor in attracting the price sensitive customer to BRIGHTO. Convenience of using washing machines is not of importance to them. Under these circumstances it will be difficult for the people of NE to embrace Campiero and therefore launching BRIGHTO is proposed.
The following positioning statement should be able to attract the mass market of NE.
“For a whiter, fragrant wash, BRIGHTO makes life easier for mothers at the best price” Formula developed by OMO experts.
Marketing Mix for BRIGHTO!
Product:
A Revised low cost formula in between Campiero and Minerva is needed to tap into this market segment. Since Unilever faces