The case study focuses on Unilever home care and specific detergents. The case concerns Unilever's home care division and in particular detergent brands in the 2 major regions of Brazil, the Northeast and the Southeast. Major differences exist between these two regions in terms of wealth, culture and needs which influence the performance and sales of Unilever detergent brands available in the Brazilian market. The main goal is to reach low-income consumers, who mainly use laundry soap for the main washing process at this stage, using a little detergent only at the end. 17% growth rate in detergent market, In the North East, 28% own washing machines, In the South East, 67% own washing machines. Two options for Unilever: Create a new brand, launch a new brand from the existing portfolio. Given the company's 75% market share in the Northeast region, it seems very likely that in repositioning an existing brand or launching a new product, some cannibalization will occur. A new brand would be formulated and available in detergent and laundry soap...