Unilever Ice Cream Business
Unilever: Globalising Ice-cream Business
LUISS GUIDO CARLI International Marketing course (2009-2010) By Filippo
Unilever Ice-cream division Plans for changes in marketing and brand strategy
Ice cream market has several features that determine a constant need of change and innovation. Unilever marketing measures should move in parallel or anticipating these kind of major changes. Firstly, to create and deliver superior costumer value, satisfing costumers who stay loyal and buy more. Secondly, to defend Unilever leadership in ice cream sales and the second highest global market share with 16% of the world market (Nestlé has the 17.5%). Habits change a lot in this sector through the years, then, there are several differences among the various countries in which Unilever is present, in particular concerning buying channels and behavioural attitudes. Moreover, Ice cream can not be considered at all a seasonal product, since sales in the biggest part of the countries have no great variance throughout the year. Because of all these concernings the choice of a new brand strategy is not simple. To design a costumer driven strategy in an international pattern, first, we have to analyze which are the differences between the different countries costumers, and second, how can be introduced structural changes in a way that do not damages the image that, over the years, Unilever consolidated in national markets. The hardest issue is to balance global efficiency with local responsiveness. Global market trends, costumer habits and preferences call for a new international strategy, but there are many advantages, as we are going to see, coming from the current national brand strategy. Unilever should work starting by three weaknesses that the headquarter marketing office has individued: • • • Seasonal image of the brand Out of date brand image Cold and low-dynamic brand logotypes
These are basically the issues by which Unilever has to develop a new marketing and brand strategy.
LUISS GUIDO CARLI International Marketing course (2009-2010) By Filippo
Unilever Ice-cream division Plans for changes in marketing and brand strategy
Ice cream market has several features that determine a constant need of change and innovation. Unilever marketing measures should move in parallel or anticipating these kind of major changes. Firstly, to create and deliver superior costumer value, satisfing costumers who stay loyal and buy more. Secondly, to defend Unilever leadership in ice cream sales and the second highest global market share with 16% of the world market (Nestlé has the 17.5%). Habits change a lot in this sector through the years, then, there are several differences among the various countries in which Unilever is present, in particular concerning buying channels and behavioural attitudes. Moreover, Ice cream can not be considered at all a seasonal product, since sales in the biggest part of the countries have no great variance throughout the year. Because of all these concernings the choice of a new brand strategy is not simple. To design a costumer driven strategy in an international pattern, first, we have to analyze which are the differences between the different countries costumers, and second, how can be introduced structural changes in a way that do not damages the image that, over the years, Unilever consolidated in national markets. The hardest issue is to balance global efficiency with local responsiveness. Global market trends, costumer habits and preferences call for a new international strategy, but there are many advantages, as we are going to see, coming from the current national brand strategy. Unilever should work starting by three weaknesses that the headquarter marketing office has individued: • • • Seasonal image of the brand Out of date brand image Cold and low-dynamic brand logotypes
These are basically the issues by which Unilever has to develop a new marketing and brand strategy.