Unilever invests $ 500 million in marketing

The dispute for the third largest world market of hair products is heated. The manufacturer Unilever announces today an investment equivalent to last year's $ 500 million before discounts negotiated with vehicles, for 2013 in marketing and communication. The turnover was r $ 4.8 billion in Brazil in 2012, which puts the country behind only the u.s. and Japanese markets.
For this year, the multinational, which has 31.6% of the market of hair products in the country, with silk, Dove, Clear and TRESemmé-, intends to release 70 items or versions of existing ones. Unilever launches today the 51st TRESemmé line product, concentred TRESemmé Split Remedy. Also puts in retail a product with the same function of the Dove brand.
The company's goal to invest in marketing and new products in the segment of hair, according to vice President of Unilever's personal care, Andrea Willow Cruz Lima, is to move towards 35% market share in 2015.
"The Brazilian is obsessed with hair and has a habit of attending the salon to make brush, coloring, hair straightening, slosh and the balance is a deep damage. The TRESemmé line brings the solution of hair quality, recovery at home ", says the Executive. She said the company, which has researched in depth the habits of Brazil, found that more than half of them like to have long and straight hair-at any cost.
The brand TRESemmé came to Brazil in October 2011 and held, according to Nielsen, 7.7% of sales in value in January. According to Unilever, the brand reached r $ 250 million of revenue in 2012. One of his greatest rivals is the Pantene, Procter Gamble, which in January & launched in Brazil a complete line, with new formula and packaging.
Last year, Unilever's sales in the Brazilian market of hair products grew by 36%, pulled the release of 80 products or versions. Unilever gained 18% market share, whereas the sum of all its brands for hair.
The anglo-Dutch giant market dispute with the American multinational Procter Gamble, which in the country & has a lean portfolio of 24 brands, mostly in personal hygiene and beauty segment. In the segment of hair, has in addition to Pantene, Head and Shoulders & brands Wella. Another direct competitor in the segment is the French L'oreal, owner of Elseve and Garnier, who wants to begin construction, according to the value in September, of a Research Center on the island of Fundão, North of the River.
In the "Middle & message" of investments, with discounts, of 300 major advertisers of 2011, Unilever Brazil is the first runner-up, with R $ 995 million. Procter appears as the seventh of the list to invest R $ 372 million. And l ' Oréal is located at 27° position, with an investment of R $ 200 million.
According to Unilever's global balance, emerging already represent 55% of sales.