How can premium brands survive during an economic recession?

The paper presents results of a fundamental work conducted across a wide range of Unilever products in Brazil to provide knowledge-based guidance for a multi-faceted CRM program.

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


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...

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