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MKT Magnum

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23 views4 pages

MKT Magnum

Uploaded by

hanhphuongst114
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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SECTION I : COMPANY PROFILE

Hindustan Unilever Limited is India's largest Fast Moving


Consumer Goods (FMCG) Company with a 90-year history in the
country.
We are a Company of brands and people driven by the purpose
of creating sustainable lives for everyone.
Nine out of ten Indian households use one or more of our
brands to look better, feel better and get more out of life. We
have a diverse and resilient portfolio of over 50 brands,
spanning across 16 FMCG categories, which are part of the
everyday lives of millions of consumers across India.
We produce more than 65 billion products each year and
deliver them to consumers through nine million retail stores
and multiple digital commerce platforms.
In a rapidly evolving world where digitalization and
sustainability take center stage, we are steadfast in our journey
towards purpose and fitness for the future.
Currently, Unilever's company value ranks 7th in Europe. To be
successful today is partly due to the fact that Unilever's
marketing strategy was launched and implemented extremely
correctly. After more than 25 years of penetrating the
Vietnamese market, Unilever has now had certain successes
with products familiar to Vietnamese consumers such as OMO,
P/S, Clear, Pond's, Knorr, Lifebuoy. , Sunsilk, VIM, Lipton,
Sunlight, VISO, Rexona...

More specifically about Magnum, launched in 1989, with


premium ingredients selected and crafted by artisans, MAGNUM
has spread an impressive taste journey in more than 80
countries. MAGNUM is well received by users all over the world
for bringing a sophisticated enjoyment experience through the
passion and skills of each artisan in each ice cream.

MAGNUM is the leading premium ice cream brand under


Unilever and is very famous in the world thanks to being
crafted by experts to bring a wonderful combination of smooth
vanilla ice cream and premium Belgian chocolate crust. creates
a characteristic "crack" sound when lightly bitten. MAGNUM is
considered an inspirational symbol for users who are
passionate about enjoying a classy lifestyle.
MAGNUM is officially available in Vietnam from June 2023 with
flavor options such as MAGNUM pure chocolate (Classic) and
MAGNUM almond chocolate (Almond). Products are officially
distributed at supermarket chains nationwide such as Circle K,
WinMart+, GS25, 7-Eleven, CO.OP FOOD, Bach Hoa Xanh...

The makers of MAGNUM have worked with experts in chocolate,


ice cream and desserts to continuously push the boundaries of
enjoyment. Inheriting a long-standing European heritage, the
blend of Belgian chocolate flavor and smooth vanilla ice cream
brings a true sense of enjoyment and makes MAGNUM an
inspiring representative of a classy experience.

Purpose and Scope of the report : The main purpose of the


report is that we conducted was to find out that people think
about the brand of Magnum and whether they are satisfied with
it or not. We also intended to know whether this brand needs
any improvement. And we also plan the marketing plan of
Magnum about new products and new format as Launch Store
to make new experiences to consumer in VN. The scope of this
report is about Vietnamese market. Especially is the group of
upper higher classes.

Vision
Although it has only entered the Vietnamese market since June
2023, Magnum has a high awareness of targeting the
psychology of serving the needs of satisfying one's own
preferences, in order to offer ice cream and ice cream products.
At the same time, there are special models that have never
been available in Vietnam before, that is, Magnum has
challenged selling ice cream with a launch store counter to
increase the value of this luxury ice cream.

Mission
Magnum's mission is to bring customers a more luxurious
feeling. Magnum's target potential customers are young people
and the elderly, most of whom have high income levels. Doing
so will increase dietary demand and promote customer
curiosity about the brand. ice cream that Magnum is aiming to
make in the Launch Store format.

Position
Positioning is extremely important for the brand when it tries to
build an image in the minds of its customers. It involves
parameters that differentiate the product from the competitors
in the same category. Positioning means how consumers rate
Magnum in comparison to other ice cream brands such
as Amul, Baskin-Robbins, and Mother Dairy. They also happen
to be the main competitors of Magnum.

Magnum's positioning strategy can only be sustained if it


continues to deliver the promised consumer value. The quality
and price positioning state higher price for higher quality.
Magnum’s positioning appeals to stylish people and the
customers that associate a premium brand with priceless
quality. We got new product and new format as launch store
that, the Magnum launch store we have decided to use
segmented marketing. This is because everyone does not like
very sugary treats so Mass marketing would not be appropriate.
And the segmentation will be on the basis of

Geographic : Country : VN
Demographic : Age : 10-45 ; Income : Rs 7Mill – Higher
Psychographic : Higher Class : Upper Higher- Higher
Lifestyle : Business, Officer
Behaviour : Occasion : Regular
Benefits : Quality
User Rates : Medium User

SECTION II : MISSION STATEMENT

Magnum believes in true, authentic pleasure. Pleasure so good


that it's worth letting go for. Magnum works with the best
chocolate, ice cream and dessert experts around the world to
constantly push the boundaries of indulgence and
sophistication. Magnum believes in true, authentic pleasure.
Pleasure so good that it's worth letting go for. Magnum works
with the best chocolate, ice cream and dessert experts around
the world to constantly push the boundaries of indulgence and
sophistication.And Magnum is a textbook example of a Lover
brand. It primarily targets adult women and positions itself as a
luxurious product. Its brand strategy is based on the hedonistic
philosophy that pleasure is a worthwhile goal, which should be
taken seriously, and that “a day without pleasure is a day lost”.

SECTION III : SWOT ANALYSIS

STRENGTH :
- $1BN Annual Sales
- Finest Ingredients
- 1st luxury brand
- Targeted to adults
- Exquisite packaging
WEAKNESS
- Awareness in US
- Nutrition label
- Cost
- A bit new to consumer of VN
OPPORTUNITIES
- Flavor variety
- Vendor variety
- Year round market
THREAT
- FDA
- Health conscious people
- Well-known competitors

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