How can premium brands survive during an economic recession?
Karol SapiroWunderman Communications, Brazil
Mara Pezzotti and Renata StefaneliUnilever HBA Division, Brazil
Alan GrabowskyABACO Marketing Research, Brazil
Alex Gofman and Howard R. MoskowitzMoskowitz Jacobs Inc., United States
THE COMPETITIVE ENVIRONMENT IN BRAZIL
To better understand the challenges Unilever faced, we need first look at a harsh business climate in Brazil in 2001–2002. Since the “Real Plan” ended the era of unorthodox economic policies and runaway inflation in 1994, prices were no longer being changed weekly as in decades of high- and hyper-inflation. Consumers...