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Unilever

Globalising the Ice Cream Business
by

Roberta Rutigliano

on 10 February 2013

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Transcript of Unilever

Unilever: Globalising the
Ice Cream Business POSSIBLE
ALTERNATIVES 2. Corporate brand - local brands. Unilever introduces the corporate brand as the main one, juxtaposing it to its existing brands while still maintaining them.

PROS: Customers have the possibility to develop the corporate brand awareness whenever they buy their favorites ice creams. Through the association, the company employs the old brands to gain loyalty and market share.
CONS: Customers could not recognize Unilever as an ice cream brand and remain tied to local brands. Unilever maintains its ice cream brands, using the corporate brand as a sub brand.

PROS: Customers still stay loyal to the old local brands. Some of them start to associate the local brands to the global one, so that the company could obtain a global recognition almost without using its corporate brand.
CONS: Some customers could not associate the old brands to the global one or even not perceive the Unilever brand, resulting in a waste of efforts and time. 1997
The company started thinking about changing its ice cream brand image. why? THREE MAIN REASONS:
market trends
new consumers life styles
individual brand images in different countries COMPETITORS were going global emphasizing their global brand name.
HIGHLY CONCENTRATED PRODUCTION due to the unification of the industry's largest groups production centres. Although Unilever was represented in several countries prior to 1987, it was not until 1990 that the company really moved into global markets, outperforming Nestle and Mars. WEAK POINTS OF UNILEVER'S
DIFFERENT ICE CREAM BRANDS
seasonal image and association with summer
perceived as somewhat out of date
logotypes perceived as less than dynamic and cold Although the public was familiar with the company's products in their particular countries, they didn't associate them to Unilever. It was time to search for a more UNIFORM GLOBAL BRAND Obtain a clear international brand position
Shape and reinforce the corporate image
Change the corporate communication strategy
create a friendly, dynamic and innovative image associated with fun and happiness. OBJECTIVES Roberta Rutigliano
643761 UNIFY
INTERNATIONALIZE
MODERNIZE
Unilever corporate brand replaces its existing ice cream brands.

PROS: unique global brand accepted and recognized worldwide reaching the goals of unification, internationalization and modernization. Cost savings and possible synergies.
CONS: customer confusion and rejection resulting in a loss of brand awareness, brand loyalty and consequently market share. Risky decision, the company cannot turn back. 1. Corporate Brand 3. Local brands
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