Term Paper on Marketing Strategy for the Ice Cream Sector Marketing Strategy for the Ice Cream Sector Essays

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Term paper on Marketing Strategy For The Ice Cream Sector
Marketing Strategy For The Ice Cream Sector Essays
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TABLE OF CONTENTS
ITEM DESCRIPTION
PAGE #
1. EXECUTIVE SUMMARY 3
2. SITUATIONAL ANALYSIS 4
3. MARKET SUMMARY 5
4. MARKET OVERVIEW 5
4.1 Macroeconomic Overview 5
4.2 Industry Overview 6
5. SWOT ANALYSIS
5.1 Strengths 7
5.2 Weaknesses 7
5.3 Opportunities 8
5.4 Threats 9
6. COMPETITOR ANALYSIS
Table 1: Competitive analysis of lubricants market in S.A. 10 7. PRODUCT OFFERINGS 12
8. KEYS TO SUCCESS 12
9. MARKETING STRATEGY 12
10. MISSION 13
10.1 VALUES 13
11. OBJECTIVES 14
12. TARGET MARKET 14
12.1 SIZE OF MARKET 14
13. STRATEGIES
13.1 Sales and Distribution Strategies 15
13.2 Promotion Strategies 15
13.2.1 Promotion Strategy 15
13.2.2 Industry Exhibition 15
13.2.3 Packaging 16
14. MARKETING MIX
14.1 Product 16
14.1.1 PCMO’S 16
14.1.2 HDEO’S 16
14.1.3 Industrial Lubricants 16
14.2 Price 17
14.3 Promotion 17
14.4 People 18
14.5 Customer support 18
15. RECOMMENDATIONS
15.1 Organizational Factors 18
15.2 Sales Organization 18
15.3 Personnel count Projection 18
16. BIBLIOGRAPHY 19

UNILEVER COMPANY MISSION
"Our purpose in Unilever is to meet the everyday needs of people everywhere - to anticipate the aspirations of our consumers and customers and to respond creatively and competitively with branded products and services which raise the quality of life". "Our deep roots in local cultures and markets around the world are our unparalleled inheritance and the foundation for our future growth. We will bring our wealth of knowledge and international expertise to the service of local consumers - a truly multi-local multinational." "Our long-term success requires a total commitment to exceptional standards of performance and productivity, to working together effectively and to a willingness to embrace new ideas and learn continuously. " "We believe that to succeed requires the highest standards of corporate behaviour towards our employees, consumers and the societies and world in which we live. " "This is Unilever's road to sustainable, profitable growth for our business and long-term value creation for our shareholders and employees"

2. COMPANY BACKGROUND
Unilever is part of an Anglo Dutch fast moving consumer goods manufacturer and marketer, one of the largest of its kind in the world. Unilever South Africa is headquartered in Durban with facilities in Johannesburg, Stellenbosch, Durban as well as Pietermaritzburg and consists of four Operating Companies: Lever Pond's, Unifoods, Ola and Hudson & Knight. Unilever is also represented in South Africa by Elizabeth Arden. Because Unilever has a policy of marketing the brands and not the company. The result is that they have been an integral part of life in South Africa without the consumer being aware of it. The following operating companies fall under the umbrella of Unilever South Africa

Unilever South Africa has Regional Innovation Centres that are a part of the ongoing research and development that Unilever continually conducts around the globe. It is this international status that makes this company such a dynamic and forward thinking company. Unilever South Africa has brand leaders in virtually every sector in which they operate. Apart from the massive investment in providing training for their people, Unilever is also the largest advertiser in South Africa, spending many millions annually in support of their brands. The focus of this report will be the...
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