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Brand consolidation: re-positioning Unilever's European ice cream business


Marketing, Management Science and Operations

Authors / Editors

Svetlicic Z;Tavassoli N T


Publication Year



In 2001, a task force at Unilever was charged with charting the future of the company’s European Ice Cream Business. While it was the largest ice cream maker in the world, Unilever faced declining market share, sales volume, and relevance among consumers. The team now had to decide on a brand strategy that would ignite growth and solidify the company’s leadership of the industry. The main challenge was if and how to consolidate the brand portfolio; how individual brands should be positioned or re-positioned as part of this strategy; and how this strategy could be implemented.

Topic List

Ice Cream Production


Ice Cream Production

LBS Case Number


Project Funder

Department for Environment, Food and Rural Affairs (DEFRA)

Available on ECCH


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