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Success Case Study: TRESemme Haircare in Brazil; Keeping pace with socio-economic challenges to meet consumer demand

Published: Jun 30, 2016 | Pages: 16 | Publisher: Canadean | Industry: Personal Care | Report Format: Electronic (PDF)

Summary

TRESemme's new hair care line in Brazil takes advantage of the socio-economic changes in the country, positioning itself as high-end but accessible to attract the growing numbers of middle-class shoppers. Companies moving into emerging markets should closely study their changing economic circumstances to correctly judge how best to approach local consumers.

Key Findings

- In a highly competitive market, Unilever has released its newly acquired, internationally famous TRESemme-branded hair care line-up in Brazil in 2011. Maintaining the brand's historical image of offering salon-quality products at an affordable price, in a few years TRESemme has become one of the leading hair care labels in Brazilian retail stores. 

- An up-to-date understanding of the socio-economic changes in the market and a reliable distribution network have played a key role in determining the hair care line-up's success in Brazil.

Synopsis

Success Case Study: TRESemme Haircare in Brazil is part of Canadean's Successes and Failures research and explores the reasons behind TRESemme hair care in the Brazilian market. It delivers the critical ""what?"", ""why?"", and ""so what?"" analysis to teach you crucial lessons that increase your chances of launching successful products.

Reasons To Buy

- Reduce the risk of failure by learning from brands/products that have underperformed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.

- Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

- Access valuable strategic take-outs to help direct future decision-making and inform new product development.
 Table of Contents

About this research
Summary: TRESemme hair care in Brazil
TRESemme is one of the leading hair care brands
A snapshot of the Brazilian personal care industry
Brazilians are open to trading up in hair care
Stable retailers contribute to a successful launch
Salon-style positioning appeals to Brazilian consumers
Value for money drives Brazilian consumers' shopping
Take-outs: spotting new market opportunities in Brazil
Take-outs: the recession is paving the way to PLs
Canadean's Trend Sights
Appendix
About Canadean

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