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‚
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Canadian ice cream market witnessed a steady growth between 2005 and 2009‚ the growth in this market is expected to accelerate marginally in the forthcoming five years. Generating total revenues of $2.1 billion in 2009 the market grew by 3.4% in value‚ the compound annual growth rate of the market in the period 2005-2009 was 3.3%. In Volume the market grew by 1.5% reaching a volume of 388.4 million liters. The growth rate for volume was same in the period of 2005 to 2009. As we can see the ice cream
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INTRODUCTION “I scream for Ice cream!” is a popular expression widely known and used throughout all ages professing their undeniably strong love for ice cream. Who doesn’t love ice cream? Kids‚ being kids‚ love sweet treats from cakes‚ chocolates‚ brownies but most popular among all is ice cream. The cold and sweet combination of this treat makes all child tantrums go away. Adults as well see ice cream as a reward and sweet comfort food taken every once in a while to quench their sweet cravings
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Ice Cream Block Party It was the summer in 2006‚ it was hot and the air was dry‚ my two children and I had just finished moving to our new apartment in Ventana Ranch we were all exhausted and relieved to be finished. Moving wasn’t something they had ever did before we had lived in Bernalillo their entire little lives‚ but I was ready for change‚ a new beginning‚ I wanted to get out of the town I grew up in and I had finally done that. My daughter‚ Niya was five years old‚ my son‚ Santiago
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morning Everyone. Have you ever craved ice cream‚ but didn’t have any in the freezer? Did you get sad or upset because you didn’t have any? Well you never have to experience that again! Today I will be show you how to make ice cream at home with the ingredients you have around your house. I learned how to do this in my freshman year of High school. I was taking a chemistry course and on the final day of class my professor decided to teach us how to make ice cream instead of making us take an exam. I
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CASE: ARCE DAIRY ICE CREAM I. TIME CONTEXT 1991 II. VIEW POINT Elsie Arce-Romero‚ VP Advertising and Promotions III. CENTRAL PROBLEM How will Arce Dairy Ice Cream compete in the ice cream industry and regain success using its new brand name? Symptoms: Low market share‚ wherein‚ Arce Dairy Ice Cream belongs to the remaining 10% of the ice cream market. Cause: Poor promotional and distribution strategies IV. STATEMENT OF OBJECTIVES: Must Objective: To increase in one month’s
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The Chattanooga Ice Cream Division This paper about the Chattanooga Ice Cream division examines problems the company is facing and suggestions how to overcome them‚ moreover‚ how Charles Moore should act as the Leader. The paper is divided in three parts namely “Problem identification”‚ “Problem Analysis” and “Solutions proposals and implementation suggestions”. 1. Problem identification One Problem underlying in this case is the lack of collaboration between the different organizational
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Introduction The Chattanooga Ice Cream case shows a decline in sales for 5 consecutive years. The Division is headed by Charles Moore. Although Charles Moore was successful in leading teams he seemed to have major issues with this team of vice presidents. According to the Harvard Business Review Chattanooga Ice Cream Case the team was very dysfunctional; they exhibited a lack of trust‚ high in conflict‚ disrespectful of each other and exhibited avoidance issues with accountability. Team members
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’Distinct From Ice Cream’ In the frozen section‚ manufacturers of value-added dairy products are also hoping to make an impact. One is Dallas-based Kaurina’s Kulfi‚ maker of creamy frozen dessert bars in natural-ingredient flavors such as Pistachio Almond‚ Malai (Cardamon Cream) and Mango. "It seems the trend is to go for smaller portions versus diet-type products‚" observes Kaurina’s EVP Aman Singh. "Kaurina’s snack kulfi bars are a mere 80 calories ... with only 4.5 grams of fat and 7 grams of
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Gap analysis of the Goa ice cream market. A BRIEF HISTORY OF ICE CREAM BUSINESS IN GOA HOME Ice creams have been consumed in Goa in the form of deserts as early as the late sixties. The market was then limited to the urban rich. Popular restaurants and hotels made their own ice cream recipes. House hold consumption was limited to self made ice creams at home. Yummy started its operations in Goa in the early seventies. As a manufacturer it was the first to enter the ice cream
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