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Multibras - Brazil
A Division of the Whirlpool Corporation, USA |
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| Segment | Household Appliances |
| Scenario | The reduction in import barriers in South America led to globalization of the competitive environment. The Brastemp brand, market leader in washing machines, had lost 20% of its market share. |
| Challenge | To recover market share in the washing machine sector. |
| Strategy |
To concentrate effort on the washing machine sector, Multibras’ largest income generator, which was under heavy attack by the competition. To design and produce a completely new washing machine, capable of providing consumers with greater value. To publicize the launch, emphasizing the product’s key characteristics (differentials / added value). |
| Competitive Advantage | Differentiated product, brand value, generation of value for the customer. |
| Result | Inversion of the trend of market share to increase, price levels maintained 10% above the competition. |