MARKETING PLAN
WALLS “MAGNUM”
EXECUTIVE SUMMARY
I am from Group I and my aim is to develop a Strategic Marketing Plan for one year ahead for one brand of Unilever Company, Magnum Ice Cream. Unilever is the British/Dutch jointly owned multinational consumer goods manufacturer. The Mission statement declared to give a clear picture and guide a global marketing plan for Magnum Ice Cream.
The paper will assess the changes taking place in the company’s environment and how these changes will affect the brand. To do this I will examine the Macro-environment, Microenvironment aspects. SWOT analysis and financial analysis will be carried out on the company’s external and internal environment.
Corporate Objectives will also be stated to indicate the future of Magnum brand. Marketing Audit, Segmentation, Targeting will be analyzed to find the position of Magnum Ice Cream in frozen food industry.
Different Growth strategies, Marketing Mix strategies and Competition Strategies will also be analyzed to assess their suitability and fit to the Marketing Objectives of the company.
The Marketing Budget will be drawn to know how the marketing strategies scheduled and what time in order to achieve the objectives of the brand. The plan will also provide guidance for the implementation of the chosen strategic choices undertaken by the company.
Background
a. Unilever
Unilever company was founded in the year 1930 by the merger of British soapmaker Lever Brothers and Dutch margarine producer Margarine Unie, a logical merger as palm oil was a major raw material for both margarine and soaps and could be imported more advantageously in larger quantities.
Unilever's success has been influenced by the major events of the day which are economic boom, depression, world wars, changing consumer lifestyles and advances in technology. And throughout all this, Unilever has created products that help people get more out of life in ways that cutting the time spent on...
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