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Advertisement - MAGNUM

yeah yeah yeah
by

Giov Layug

on 12 October 2012

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Transcript of Advertisement - MAGNUM

ADVERTISEMENT MAGNUM BUDGETING Magnum Historical Context Magnum is an ice cream brand owned by the British/Dutch Unilever company, and sold as part of the Heartbrand line of products in most countries. It was originally made by Frisko in Aarhus, Denmark Company History:
Selecta is the company behind the most successful Ice cream bar, Magnum. Selecta’s humble beginnings can be traced to the Arce family’s ice cream parlor in Manila in 1948. Its ice cream was well-known for its creaminess, authentic flavours, and unique gold can packaging—qualities that remained throughout the years. Magnum’s International Launching:
Magnum was launched in 1989, Magnum was the first handheld ice cream targeted as a premium ice cream for adults. Today, Magnum is one of the world’s leading ice cream brands, selling one billion units annually worldwide, and it is the biggest brand of Unilever ice creams. Magnum gourmet ice cream bars are made from the finest ingredients—silky ice cream dipped in thick Belgian chocolate. They can include such delicious layers as caramel sauce and rich in chocolaty sauce Magnum’s Philippine Launching
On March 2, 2012 Magnum was first launched in the Philippines, in Manila it comes with four variants such as almond, chocolate truffles, classic, and the newest flavour of choco-cappuccino which consists of a thick bar of vanilla ice cream on a stick covered with chocolate.
Ice Cream industry in Philippines
As Nestle announces more investment in its ice cream business in the Philippines, just-food and Euromonitor outlines the top ten facts on the country's ice cream sector.
Ice cream sales in the Philippines were expected to grow by 2.8% in 2009 to PHP8.75bn (US$195.4m). Volumes were forecast to inch up 0.7% to 64m liters. The Nestle brand is the largest ice cream brand in the Philippines, accounting for 37.2% of 2008 sales. The Selecta brand enjoyed 36.2% of sales in 2008.
S.W.O.T Analysis Magnum (Unilever & RFM)
Magnum Ice Cream is a collaborative effort between Unilever (Magnum is its biggest global brand) and RFM, the company behind the Selecta ice cream brand. RFM and Unilever said that they really worked hard to make this brand available to everyone at an affordable price.
Market Analysis
Globally speaking, Uniliver is a well-established player in the global ice cream market, with a strong brand portfolio, Unilever is a leading manufacturer of ice cream which includes household names such as Walls, Cornetto, Ben & Jerry’s and magnum. In a bid to compete with market leader Nestle, the company is targeting a large scale expansion of Magnum, its premium ice cream brand. The company has leveraged its well established global operational and distribution infrastructure to support the expansion of the brand into a number of international markets. Ice cream & beverages account for 20% of Unilever's revenues and 15% of its operating profit.


COMPETITORS’ ANALYSIS ADVERTISING OBJECTIVES
MAGNUM ICE CREAM
To create market excitement after the product launch for converting one-time product users into repeat purchaser purposes.
This advertising plan is aiming to extend the desire of the consumers of buying the same product after they purchase the Magnum ice cream and making the first time buyers to convert their curiosity into a brand loyalty.
To switch consumers from a competing brand or its brand
To increase the consumers especially first time buyers by making them decide of purchasing Magnum Ice Cream different form the competing brand such as Nestle, Magnolia and Haagen daz. By this a continuous beating of sales will occur.
To Increase Sales
Every company desires to continuously increase their sales by repeated purchase and consumers demand. Since consumers only purchase Magnum to satisfy their curiosity, a need for a good advertising plan to make the consumers buy again and make the non-Magnum consumers buy the product to increase the sales.
•Magnum focuses on the upper niche market. The upper class segment is whom we want to buy our product.
•These are people who wouldn’t mind spending
•25 for an ice cream; rather they would impulsively buy the product whenever they go out for a drive or something.
•Magnum is “Just for You”
•The concept of sharing is not embedded
•Target market people from the ages obetter quality, brand value etc f 18-30, upper class, possessing a very high set of self esteem people
•People who have style and don’t mind spending more for
Execution
Copy Strategy
Target Audience:
Focus of sale (Brand essence):
•Attribute Positioning
oFor self immoderation
•User Positioning
oAppealing to stylish people
•Quality and Price Positioning
oHigh price for the higher quality
•The higher the price the higher will be the quality & the higher will be the satisfaction level.
•People rank it as a premium brand with priceless quality

3) Emotional end benefit:
•These are people who wouldn’t mind spending
•25 for an ice cream; rather they would impulsively buy the product whenever they go out for a drive or something.
•Eating Magnum will basically adds prestige to them.

4) Unique Selling Proposition (USP):


THE END
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