Brand consolidation: re-positioning Unilever's European ice cream business
Subject
Marketing, Management Science and Operations
Authors / Editors
Svetlicic Z; Tavassoli N T
Biographies
Publication Year
2004
Abstract
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
Industry
Ice Cream Production
LBS Case Number
CS-04-015
Project Funder
Department for Environment, Food and Rural Affairs (DEFRA)
Available on ECCH
No
