...Case Study ndy Lazzari ccolò Martini ca Moretti ena Pelati drea Spighi acomo Tosi Brandi da Vespignani nqian Zhou 673862 673582 680997 674411 681017 656342 659605 656133 Unilever: Globalising the ice cream business The ice cream market Key factors: Dynamism • Changeability • … So companies need to be extremely innovative and knowledgeable about market trends The world ice cream market can be described by the number of ice cream products sales, measured by their value or their volume (liters). The table shows the consumption data (per capita, in liters) of 18 As it can be clearly recognized, the selected countries for ice countries with the highest per capita cream and related products. consumption are New Zealand, United States and Australia. The ice cream Market competitors UNILEVER: Unilever is the world's biggest ice cream manufacturer, with an annual turnover of €5 billion. With the exception of its USA brandnames, the bulk of the company's ice cream business falls under its "Heartbrand" brand umbrella, so called because of the brand's heart-shaped logo. NESTLE’: Nestlè is the second big multinational competing on this market. Its global acquisitions strategy is similar to Unilever’s, although it got underway a few years later. Nestlè began constructing a global image for its products somewhat earlier than Unilever. MARS: Mars introduced ice cream into the market and wanted to build on the success of the Mars bars and branded the ice cream...
Words: 1467 - Pages: 6
...[pic] Name of Student: Davien A. Donald School: Glenmuir High School Registration #: 1000390605 Territory: Jamaica Year f Exam: June 2015 Teacher: Mrs. Grant Table of Content TITLE PAGE PAGE Introduction Acknowledgement Description of Business 5 Organization of Marketing Department 7 Market Research 11 Promotion Mix 21 Customer Complaint 26 Government Regulations 28 Ethical Issues 30 Biblioghraphy 31 INTRODUCTION Entrepreneurship drives any economy; for a business to be viable, it takes an individual with foresight, drive and enthusiasm for the business to be a success. It is therefore the intent of the business owner to join the food industry, which he believes has a very high growth potential. The business venture will be a Manufacturing Company, ‘Zens’ Manufacturer, which will be distributing healthy and affordable choices of products for the health conscious individual. The main aim of...
Words: 2680 - Pages: 11
...Nila Tavangarian Women Studies 30 January 30th, 2017 WS Midterm Exam Winter 2017 Part 1: Brief Essays – the Beauty Myth 1) In Wolf’s “Chapter 6: Hunger” in the Beauty Myth she argues that anorexia and bulimia is taking over women in the West. She claims that, “Women must claim anorexia as political damage done to us by a social order that considers our destruction insignificant because of what we are-less,” (Wolf, 208). I agree with the feminist perspective in “Hunger” that women are affected by pop culture and media to starve themselves until the point where they are unstable. Unfortunately, many women in the US are influenced to look like women in pop culture, however this has caused millions of suicides and health issues that...
Words: 1297 - Pages: 6
...和路雪（中国）有限公司：初创期物 流运作 Walls (China) Co., Ltd.: Logistics Operations Startup By Peter Gilmour Professor of Management 和路雪（英文：Wall's）为英 国著名冰激凌企业，总部设在 英国，在全球拥有多家分公 司。是联合利华旗下企业。其 在中国生产的冰激凌品牌是 “ 和路雪”。1993年，和路雪 （中国）有限公司成立。 of: Macquarie University Australia This case was prepared as a basis for class discussion rather than to illustrate effective or ineffective handling of an administrative situation. LOGISTICS CASE STUDY DEVELOPED F OR : COUNCIL OF LOGISTICS MANAGEMENT Walls (China) Co., Ltd. Logistics Operations Startup In mid 1994 the Unilever company Walls (China) Co started manufacturing and selling ice cream in China. Bob Smith, the General Manager of Wall’ outlined some of the s challenges: Operating in China means a number of new concepts for the Chinese managers -profit, selling and customer service. The Chinese manager of the past sat in his office and the customers came to him. It was absolutely a supply driven market. I read in an official report some time ago a list of phrases that should not be used when talking to customers. The list included “Go away and don’ waste my time’ t and ‘ Can’ you hear? Are your ears dirty?’This has now changed and a key to t success is getting our product out to the customers. Distribution costs here are 20 per cent of MPS compared to 5 per cent in Europe. As Loic Courant, Bob Smith’ Commercial Manager in Shanghai, summarized the s situation: He who wins logistics wins China. Unilever in China Unilever is an Anglo-Dutch company that...
Words: 7441 - Pages: 30
...ethical issues relating to marketing and advertising, intellectual property, and regulation of product safety. With the globalization in world economy, business ethics became indispensable neces- sity for companies. Business to business ethics of appropriate behaviors in the long term success of businesses in a positive direction, otherwise it has been the power to adversely affect the behavior. As a result, the collapse of ethical scandals have emerged released in the United States of America and Europe. Business, which clearly indicates the necessity and importance of business ethics ethics have valuable lessons from the collapse. Ethical issues at Marketing Nowadays, marketing ethics, ethical issues comes up with sales-related studies and sensitivity in the community. This aspect of the business from a societal perspective should insist on the importance of ethical practices. As a result of marketing activities by the community due to the high impression, often come up with moral problems in the advertising, personal selling, market research and international marketing issues are seen to be available to unethical behavior. Especially in the 1970s and 1980s, various scandals in the international arena, large-scale corruption in the agenda for the international marketing have led to the examination of moral side. On ethics in international marketing done most of the work is said to be still in bribes. Various surveys conducted from 1990 with the most important ethical...
Words: 2291 - Pages: 10
...“Evaluation of Entry into Ice cream Business for Unilever Bangladesh Limited” Submitted to Sharmin Shabnam Rahman Lecturer BRAC Business School BRAC University Submitted by Md. Robin Miah Id# 06204032 BRAC University Date: 02-09-2010 September 2, 2010 SHARMIN SHABNAM RAHMAN Lecture BRAC Business School BRAC University Subject: Submission of Internship Report Dear Madam, This is to inform you that I am submitting the internship project report titled “Evaluation of Entry into Ice cream Business for Unilever Bangladesh Limited” upon completion of my formal internship attachment period from May 06, 2010 to July 06, 2010 with Unilever Bangladesh Limited. I would like to thank you and show my gratitude for your support and guidance that you provided me during the preparation of this report. Without your help it would have been impossible for me to prepare this report. I would like also show my gratitude to my Company supervisor MD. Risalat Siddique, Brand Manager, UBL for his support during my internship period. I have tried to discuss all the relevant points of a feasibility study while keeping consistency with Unilever Bangladesh Limited’s information confidentiality policy. I would be glad to clarify any discrepancy that may arise or any clarification that you may require regarding my project and report. Sincerely, ________________________ MD. ROBIN MIAH ID#06204032 BRAC University ACKNOWLEDGEMENT I would like to show my sincere gratitude...
Words: 21020 - Pages: 85
...PESTEL ANALYSIS: A REPORT ON UNILEVER Uhomhoabhi Fredrick Albert Codewit Publications, Helsinki, Finland, http://www.publications.codewit.com May 14, 2008 INTRODUCTION TO THE COMPANY The Fast Moving Consumer Goods (FMCG) environment is rapidly changing. Especially, the increasing popularity of line extensions seems to depend on advantages inherent in brand leveraging. FMCG manufacturers go into R&D in order to come up with the product that best satisfy consumers because customers become more critical about attaching themselves to a particular brand. They will also like to buy less expensive product due to current economic tide. Unilever is one of the biggest Fast Moving Consumer Good (FMCG) companies in the world. I have always been inquisitive about Unilever’s operations because I use some of its products, even right from childhood. This together with the current environmental challenges being faced by FMCG manufacturers motivated me to find out about Unilever’s operations and the current challenges it faces in the volatile business environment. Unilever was founded in 1930 through merger by the British, Lever Brother; and the Dutch, Margarine Unie; now Unilever PLC in London, U.K and Unilever N.V in Rotterdam, Netherlands respectively. In 1872 before the merger, Jurgens and Van den Bergh, the Dutch, built factory in Netherlands for the production of Margarine made from milk and fact. In 1927, they formed Margarine Unie (margarine Union) together with two European Businesses...
Words: 5382 - Pages: 22
...1) MEANING OF CSR Corporate Social Responsibility is a management concept whereby companies integrate social and environmental concerns in their business operations and interactions with their stakeholders. CSR is generally understood as being the way through which a company achieves a balance of economic, environmental and social imperatives (“Triple-Bottom-Line- Approach”), while at the same time addressing the expectations of shareholders and stakeholders. In this sense it is important to draw a distinction between CSR, which can be a strategic business management concept, and charity, sponsorships or philanthropy. Even though the latter can also make a valuable contribution to poverty reduction, will directly enhance the reputation of a company and strengthen its brand, the concept of CSR clearly goes beyond that. Promoting the uptake of CSR amongst SMEs requires approaches that fit the respective needs and capacities of these businesses, and do not adversely affect their economic viability. UNIDO based its CSR programme on the Triple Bottom Line (TBL) Approach, which has proven to be a successful tool for SMEs in the developing countries to assist them in meeting social and environmental standards without compromising their competitiveness. The TBL approach is used as a framework for measuring and reporting corporate performance against economic, social and environmental performance. It is an attempt to align private enterprises to the goal of sustainable global development...
Words: 11962 - Pages: 48
...Abstract Brands play a critical role in a firm's international marketing strategy. A coherent international brand architecture is a key component of the firm's overall international marketing strategy as it provides a framework to leverage strong brands into other markets, assimilate acquired brands, and rationalize the firm's international branding strategy. This paper looks at the various components of international brand architecture and the different types of architecture found among a sample of large international consumer goods companies. Based on these initial insights, some key issues that need further research are identified. Introduction Branding is a key element of a firm’s marketing strategy. Strong brands help establish the firm's identity in the market place, and develop a solid customer franchise (Aaker, 1996; Kapferer, 1997; Keller, 1998). Owning the number one or two brand in the product category provides manufacturers withas well as providing a weapon to counter growing retailer power (Barwise and Robertson, 1992). A strong brand name Theycan also provide the basis for brand extensions, which further strengthen the firm's position in the marketplace as well as potentially enhancing the brand’s value (Aaker and Keller, 1990). As firms move into international markets, branding plays an important role in its marketing strategy. In particular, a cautious branding strategy provides a means to enhance the firm’s visibility and integrate strategy across...
Words: 6990 - Pages: 28
...report Since practical orientation is an integral part of the MBA program, I tried to expose real life performance of Unilever by preparing this report. To prepare this report I have come across with different information of the Unilever. From the collected information I understand the company’s activities in the market as Unilever as in their internal preparation for marketing and others activities. I expect that this report will fulfill the requirement of MBA program and provide a clear idea about the Unilever activities and other multi-national company’s effort in the Bangladesh. Thus, Unilever can get deep understand of actual situation of MN’s company’s activities by analyzing their exposed strategy. 1.3 Objective This Study is intended to analyze marketing strategies used by Unilever Bangladesh Ltd and globe. The main purpose of the...
Words: 20044 - Pages: 81
...of the BBA program, I tried to expose real life performance of Uniliver by preparing this report. To prepare this report I have come across with different information of the Uniliver. From the collected information I understand the company’s activities in the market as Uniliverll as in their internal preparation for marketing and others activities. I expect that this report will fulfill the requirement of BBA program and provide a clear idea about the Uniliver activities and other multi-national company’s effort in the Bangladesh. Thus, Uniliver can get deep understand of actual situation of MN’s company’s activities by analyzing their exposed strategy . 1.3 Objective This Study is intended to analyze marketing strategies used by Unilever Bangladesh Ltd and globe. The main purpose of the study is to find what strategies the company uses to market its products and brands...
Words: 19567 - Pages: 79
...People management could be defined as a concept that relies on change and flexibility over periods of time. Nowadays in this fast-moving world where new technologies and innovations lay in the foreground of the business, management improvements are inevitable – ‘The nature of work and industrial organisation is truly changing with unnerving speed’ ( Kumar,1991,p201, Bradley, 1999). This perception has been a subject of many discussions and analyses and is still very relevant and popular among the managers worldwide. Therefore considering management development as a crucial part from the giant machine called ‘industrial business’, my chosen organisation is a massive global company with strong history heritage in this current area. In this essay the main topic for discussion will be how Unilever changed its management strategies in terms of its people over the years based on a few management ideologies, and what are the positive and negative outcomes from these alterations. The basic management theories which are going to be used are Systematic management (Taylorism, Fordism), People Management and Environmental Management as well as some additional theories which will support and clarify the made arguments in order to be achieved both depth and breadth of the critical analysis. The main reason why Unilever was chosen to be discussed in this paper is because it is one of the most successful organisations in the fast-moving consumer goods industry today, with strong, built...
Words: 2699 - Pages: 11
... 17 Marketing Objectives 21 Other Strategies 22 Marketing Budget 24 Monitoring and Control-Balance Score Card 26 Bibliography 28 EXECUTIVE SUMMARY We are the XYZ Group and our aim is to develop a Global Strategic Marketing Plan for three years for Unilever Company.Unilever is the British/Dutch jointly owned multinational consumer goods manufacturer. The Mission statement is deduced from the case study and stated to give a clear picture and guide to the global marketing plan for Unilever. The paper will assess the changes taking place in the company’s environment and how these changes will affect Company. To do this we will examine the Macro-environment, Microenvironment. SWOT analysis and financial analysis will be carried out on the company’s external and internal environment. Corporate Objectives will also be stated to indicate the future of Unilever Company. Marketing Audit, Internal analysis, Critical success factors, Segmentation, Targeting will be...
Words: 6983 - Pages: 28
...Introduction: company profile Unilever is a world leader in Fast Moving Consumer Goods,with its products being bought 160 million times a day and used 2 billion times a day in nearly over half(nearly 55%) of the households on the planet. Unilever has dual headquarters in Rotterdam and London. This was after the merger in 1930 of Margarine Unie(Rotterdam) and Lever Brothers(London). Unilever has more than 400 brands, 12 of which generate sales in excess of €1 billion a year. Its top brands include Dove, Knorr, Magnum ice-cream, Lipton tea, Axe/Lynx deodorant, Hellman’s mayonnaise and Omo, Persil and Surf. In 2011 Unilever worldwide turnover was €46.5 billion, with the underlying sales growth of 6.5%. The mission of Unilever is to help people everywhere increase the quality of their life without increasing their environmental footprint. As a result, Unilever has set out an ambitious plan to help more than a billion people to improve their health and well-being, to halve the environmental impact of its production activities and to improve the livelihoods of half a million people in the supply chain by 2020. Unilever’s human resource is its key asset. Census reports of 2010 indicate that the employees were 171,000 who composed of a cultural diversity such as the markets that the company operates in. The company operates in 180 countries; the map indicates the presence of Unilever. Of these employees top leadership consists of representatives from 22 nationalities. In 2010...
Words: 3138 - Pages: 13
...[pic] | | |Introduction | |Organizational Study | | | |About the Company | |History | |Company Profile | |Objective of the Company | | | |Mission and Vision | | ...
Words: 8338 - Pages: 34
