Success Case Study: TRESemmé Haircare in Brazil; Keeping pace with socio-economic challenges to meet consumer demand
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TRESemmé'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.
Scope
• In a highly competitive market, Unilever has released its newly acquired, internationally famous TRESemmé-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 TRESemmé 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.
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