Unilever Ice Cream: Standardization versus Adoption
Seminar paper from the year 2003 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, Lund University, course: International Marketing, 40 entries in the bibliography, language: English, abstract: What is an optimal combination between standardisation and adoption? Which factors have the crucial impact on whether a company standardises or adopts its marketing strategy to the local peculiarities? Managers in the entire world attempt to find out the equilibrium between these two options when developing and implementing marketing initiatives. Both alternatives have pros and cons. On the one hand the standardisation offers the opportunity to realize economies of scope and scale. The brand recognition by customers is higher and costs can be saved through centralised marketing strategy. On the other hand adoption to the cultural and behavioural features of a particular national or local market provides the company a higher level of flexibility, which is currently extremely important. Among others, the companies the focus of this paper is set upon (ice cream manufacturing subsidiary companies of Unilever) try to figure out the optimal mix of standardisation and adoption. In our study we will describe the specificities in the marketing strategies of Unilever’s subsidiaries. First the history of the ice cream as such will be described. After the characterisation of the current state in the world ice cream market on the basis of Porter’s Five Forces we will give a report on history of Unilever as well as on its standardised marketing mix. As the next step we characterise the subsidiaries Ola in Netherlands, Langnese in Germany, GB Glace in Sweden, and Good Humor in Canada in terms of their history, markets they act in, and their adoptive marketing strategies.
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advertising brand name Ola campaign Canadian chocolate coffee colors core brands Cornetto Soft Cremissimo desserts different brands distribution places fact factor Financial Times Deutschland flavors frozen GB Glace Glace in Sweden global Happynese heart logo http://www.deepsouthnz.co.nz/fun_sthfl.htm Humor in Canada ice cream brand ice cream business ice cream companies ice cream consumption ice cream industry ice cream market ice cream products ice cream sticks Ice in home Iglo important impulse ice cream Jean-Claude Kabouter Plop Klondike Langnese in Germany Lever Brothers Magnum and Cornetto Margarine Unie market and consumption market share Marketing across cultures marketing mix Marketing strategy Netherlands Netherlands Germany Power distance Prentice Hall/Pearson Education Raket salty liquorice scoop ice cream segment Sia Glass societies soft ice cream sold sponsor sticks and cones strategy and adaptation strong associations supermarkets Swedish Swirl’s shops target group tastes Third Edition Uncertainty avoidance Unilever's ice cream Usunier