Case study analysis on magnum ice cream

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Case study analysis on magnum ice cream

Magnum is recognized for its higher-quality chocolate ingredients and indulgence, and the challenge is to maintain this market presence.

Campaign Summary

As competition in the market increases, Unilever wanted Magnum to capture the minds of Chinese consumers, so it did so in an unusual partnership and promotion with Uber. Objective and Context As China's market builds and adapts through innovative technology, more users are spending time on their smartphones beyond communication purposes.

Magnum tapped into this trend in building this promotion that included Uber, which is central to the trend of using apps on a day-to-day basis.

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Unilever’s Marketing Mix (4Ps) Analysis - Panmore Institute High contents also exist for vitamin Kmagnesiumzinc and potassium table.

Global Ice Cream Day officially kicked off in Shanghai at 11 a. Anyone could request an ice cream car on Uber's app, and if there was an ice cream car nearby, his or her Magnum order would be delivered to them. A fleet of Uber drivers in cars, scooters and bicycles were prepared to spread the pleasure and joy, delivering to eight downtown locations in Shanghai.

Results By targeting the growth of mobile app-driven services, Magnum was able to create an impulse moment to not just generate sales but also brand buzz via mobile and social channels.

The event was shared on WeChat moments with huge social buzz and enthusiasm. The campaign successfully drove people from online to offline and back to online. In addition to selling out of ice cream, the activation delivered high levels of engagement and social buzz.The U.K.

ice cream market is "notoriously competitive" ("Nestlé Sells"). In , the U.K.'s Competition Commission warned that "a monopoly may exist in favour of Bird's Eye Walls, the frozen food arm of Anglo-Dutch conglomerate Unilever" and the manufacturer of the Magnum, Cornetto, and Solero brands ("UK ice cream monopoly").

Chattanooga Ice Cream Division Case Analysis Abstract The Ice Cream Division of Chattanooga Food Corporation had shown declining sales for 5 consecutive years through That was the year that they lost their third largest customer, Stay & Shop. Global Ice Cream Day officially kicked off in Shanghai at 11 a.m.

Anyone could request an ice cream car on Uber's app, and if there was an ice cream car nearby, his or her Magnum . Unilever is a British-Dutch transnational consumer goods company co-headquartered in London, United Kingdom and Rotterdam, products include food and beverages (about 40 percent of its revenue), cleaning agents and personal care is the world's largest consumer goods company measured by revenue.

It is Europe’s seventh most valuable company.

Objective and Context

New product development is crucial to Unilever’s sales. saw Magnum’s biggest ever new product launch in terms of geography (29 countries), media spend and commercial objectives: to sell 75 million Magnum Gold ice cream sticks worldwide.

Unilever SWOT and PESTLE analysis. Print Reference this. Published Some of the world’s most recognised brands are produced by the company, including Surf, Lipton, Dove, Lynx, Magnum and Hellmann’s. Today, Unilever is one of Europe’s largest companies, and in terms of sales, it is the third-largest consumer goods firm in the .

Case study analysis on magnum ice cream
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