ICFAI Business School (IBS) Bengaluru

Off- Campus Centre of:

The ICFAI Foundation for Higher Education
Academic Year – 2024-25
MARKETING MANAGEMENT 1
Semester 1
Course Faculty: Dr. HEMANT GUPTA
Group Project: D

STUDENT NAME BRAND SELECTED

GYANA PRAKASH ROUT UNILEVER
(24BSOCBL0148)
GIRINIVAASH P MCDONALDS
(24BSOCBL0141)
GUNTURU SUHAS IKEA
(24BSOCBL0146)
HARDIK SEMLANI
(24BSOCBL0149)
HARSH BHAGTANI
(24BSOCBL0153)

Learning Outcomes from this Group Project Task: How to apply the concepts studied in
Marketing Management 1 class to real companies.

Declaration:
We declare that this assignment is our work and we have not copied it from any other student’s
work or from any other source except where due acknowledgement is made.
For Course Instructor’s use only:

Marks Obtained: Max. Marks: …………………………

Comments (For Instructor’s use only)

General Observations Suggestions for Improvement

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 INTRODUCTION
UNILEVER
COMPANY OVERVIEW:

Unilever is global consumer goods giant,

established in 1929 following the merger
of the British soap manufacturer Lever
Brothers and the Dutch margarine
company Margarine Unie. Operating in
over 190 countries, Unilever provides a
wide range of products across categories
like food and beverages, personal care,
home care, and health. Headquartered in
London, UK, and Rotterdam, Netherlands,
Unilever has built its reputation on its commitment to sustainability,
health, and well-being.

MARKET POSITION:
Unilever holds a prominent position in the consumer goods market,
supported by its robust portfolio of brands and commitment to
sustainability. Consistently recognized as a leader in its sector, Unilever
is known for its innovative products and social responsibility initiatives.
Its Sustainable Living Plan, which focuses on improving health, reducing
environmental impact, and enhancing livelihoods, is central to the
company’s market presence.

CORE PRODUCTS:
Unilever’s product range includes:
• Food and Beverages: Brands like Knorr (soups, sauces), Lipton (tea),
and Hellmann’s (mayonnaise).

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• Personal Care: Popular brands like Dove (soap, skincare), Axe
(grooming products), and Rexona (deodorants).
• Home Care: Household staples like Surf Excel (laundry detergents) and
Domestos (cleaning products).

MCDONALD'S
COMPANY OVERVIEW:
Founded in 1940 by Richard and
Maurice McDonald in California,
McDonald's has grown into one of the
most recognized fast-food chains
globally. Ray Kroc, who joined the
business in 1954, was instrumental in its
worldwide expansion. Today,
McDonald's operates over 40,000
locations in more than 100 countries, offering a consistent and familiar
fast-food experience.
MARKET POSITION:
McDonald’s is a dominant force in the fast-food industry, renowned for
its quick service, global presence, and strong brand identity. The
company's innovation in service delivery, including digital ordering and
mobile app features, as well as its marketing campaigns, have helped
sustain its market leadership. McDonald's is also a major sponsor of
international sporting events, further cementing its global brand
recognition.
CORE PRODUCTS:
McDonald's signature offerings include:
• Burgers: Classics like the Big Mac, Quarter Pounder, and McDouble.
• Fries: Famous for their unique taste and consistency.
• Breakfast Items: Staples such as the Egg McMuffin and Hotcakes.
• Beverages: A variety of soft drinks, coffee, and milkshakes.
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 IKEA:

COMPANY OVERVIEW:
IKEA, founded in 1943 by Ingvar Kamprad in Sweden, has grown into
a leading global retailer of affordable home furnishings. Headquartered
in Delft, Netherlands, IKEA is known for its focus on stylish,
functional, and affordable products,
along with its distinctive business
model, which includes self-
assembly furniture and unique store
layouts. IKEA operates more than
450 stores in over 50 countries, with
a growing online presence.
MARKET POSITION:
IKEA is a global leader in the home furnishings market, recognized for
its cost-effective solutions and modern product designs. The company’s
focus on sustainability, eco-friendly products, and a unique shopping
experience helps it maintain a strong position in the retail market. IKEA’s
ability to deliver affordable yet well-designed furniture resonates with
consumers worldwide, especially those seeking stylish, practical home
decor.

CORE PRODUCTS:
IKEA’s core offerings include:
• Furniture: Popular items such as the BILLY bookcase, KALLAX
shelving, and MALM bed frame.
• Home Accessories: Products like rugs, curtains, and kitchenware.
• Storage Solutions: A range of closet systems and storage bins designed
for maximizing space.
• Decor: Various items, including lighting, textiles, and decorative
accessories.

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COMPARATIVE ANALYSIS OF MARKETING STRATEGIES
Unilever:
Tagline: "Feel Good, Look Good, and Get More Out of Life"
Unilever’s tagline emphasizes enhancing consumers’ lives through its
diverse product offerings. It reflects the company's commitment to
promoting health, wellness, and personal care, while ensuring its
products provide tangible benefits that improve quality of life.

McDonald's:
Tagline: "I’m Lovin’ It"
Launched in 2003, McDonald's globally recognized tagline focuses on
the joy and satisfaction associated with its food. This slogan has
become synonymous with the brand, emphasizing the pleasure
customers experience when they engage with the company’s products.

IKEA:
Tagline: "Designed for People"
IKEA’s tagline speaks to its mission of providing functional, affordable
home solutions that cater to the needs of everyday people. The brand
focuses on practical, user-friendly design, and affordability, making
home decor accessible to a wide range of customers.

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 i. MARKETING MIX
UNILEVER'S MARKETING MIX:
Product:
• Unilever offers a wide range of products across multiple categories,
including personal care (Dove), home care (Surf Excel), and food
and beverages (Lipton).
• The company emphasizes continuous innovation, creating products
that are not only effective but also align with health, wellness, and
sustainability trends.
• Unilever places a strong focus on ethical sourcing and reducing
environmental impact in its product development, helping it stand
out as a socially responsible brand.

Price:
• Unilever employs a tiered pricing strategy. Premium brands like
Dove are priced higher, appealing to consumers seeking superior
quality and luxurious experiences.
• On the other hand, value-driven brands like Lifebuoy are priced
competitively, making them accessible to price-conscious
consumers.
• This dual approach allows Unilever to capture a broad market,
from budget shoppers to those seeking premium products.
Place:
• Unilever’s products are available worldwide through a variety of
distribution channels, including supermarkets, convenience stores,
and online platforms.

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 • The company ensures a strong presence in both urban and rural
markets, allowing for global accessibility.
• Unilever also leverages e-commerce to reach consumers directly,
especially as online shopping continues to grow.
Promotion:
• Unilever’s promotion strategy is cantered around mass media
advertising, digital marketing, and social media engagement.
• The company frequently highlights its sustainability efforts, with
campaigns focused on social causes such as body positivity (Dove)
and healthy living (Knorr).
• Unilever uses its commitment to ethical practices as a key message in
connecting with environmentally and socially conscious consumers.

MCDONALD'S MARKETING MIX:

Product:
• McDonald’s offers a highly standardized menu across its global
locations, featuring iconic items like the Big Mac, Chicken
McNuggets, and its famous French fries.
• While the core menu remains consistent, McDonald’s also tailors
its offerings to local tastes, introducing region-specific products
to appeal to local preferences.
• This balance of consistency and adaptation helps maintain the
brand's global appeal while staying relevant in individual markets.

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Price:
• McDonald’s uses a value-based pricing strategy, with a range of
options designed to cater to different price points.
• Budget-conscious customers can choose from the McValue Menu,
while those seeking more premium options can opt for higher-end
offerings like the Signature Crafted Recipes.
• The brand also frequently runs promotions and combo deals to
attract customers looking for affordability without sacrificing
quality.
Place:
• McDonald’s operates across multiple formats, including
traditional dine-in restaurants, drive-thrus, and delivery services.
• This flexibility allows the brand to cater to the fast-paced
lifestyles of modern consumers.
• McDonald’s has a vast global presence, with over 40,000
locations worldwide, making it one of the most accessible fast-
food chains.
• The brand has also embraced digital ordering through mobile
apps and self-service kiosks, further enhancing customer
convenience.
Promotion:
• McDonald’s invests heavily in advertising and promotional
campaigns across TV, digital platforms, and social media.
• The brand focuses on family-friendly messaging and often
sponsors major events like sports championships to connect with a
broad audience.
• McDonald’s also engages in local community initiatives, creating
a sense of involvement and goodwill in the areas it serves. Its iconic
tagline, "I'm Lovin' It," continues to resonate globally, reinforcing
the brand's fun and positive image.

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IKEA'S MARKETING MIX:
Product:
• IKEA is known for its wide range of stylish, functional, and
affordable home furnishings.
• The brand emphasizes simple, modern design with a focus on
practicality, offering products that cater to different tastes and
lifestyles.
• IKEA’s products often feature DIY assembly, allowing customers
to participate in the process, which not only saves costs but also
fosters a sense of ownership.
• Popular items like the BILLY bookcase and MALM bed frame
have become staples in households worldwide.

Price:
• IKEA follows a cost-leadership strategy, ensuring that its products
remain affordable without sacrificing quality.
• By controlling its supply chain, sourcing materials in bulk, and
offering flat-pack furniture that reduces shipping costs, IKEA is
able to pass these savings on to its customers.
• This pricing approach makes IKEA accessible to a wide range of
consumers, particularly those looking for affordable yet stylish
home solutions.

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Place:
• IKEA’s vast network of large retail stores is strategically located to
attract customers from surrounding regions.
• These stores are designed with an immersive showroom
experience, allowing shoppers to explore fully furnished spaces.
• In addition to its physical stores, IKEA has a strong online
presence, allowing customers to browse, plan, and purchase
products online.
• The combination of physical and digital retail makes IKEA
accessible and convenient for a broad customer base.

Promotion:
• IKEA promotes its products through various channels, including
print catalogues, online advertising, and social media campaigns.
• Sustainability is a key message in IKEA’s promotions, with the
brand frequently highlighting its eco-friendly products and
environmentally responsible practices.
• By positioning itself as both affordable and environmentally
conscious, IKEA appeals to consumers who value both cost-
efficiency and sustainability.
• The brand also leverages seasonal promotions and in-store events
to engage with customers and enhance their shopping experience

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 ii. VALUE CREATION
UNILEVER'S VALUE CREATION:
• Unilever creates value through its broad product range and
commitment to sustainability. By offering products in categories
like food, personal care, and home care, the company meets diverse
consumer needs while maintaining a focus on improving health and
well-being.

• Unilever’s sustainability initiatives, such as ethically sourcing

ingredients and reducing environmental impact, are central to its
value proposition.

• These practices not only appeal to eco-conscious consumers but

also help build long-term brand loyalty and trust. Innovation also
plays a key role, with Unilever consistently introducing products
that align with health and wellness trends, further enhancing
consumer value.

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MCDONALD'S VALUE CREATION:
• McDonald’s creates value by offering consistent, affordable, and
fast food on a global scale. Its operational efficiency allows the
company to maintain high standards while keeping prices
competitive.

• The brand’s ability to adapt to consumer demands—through

healthier menu options, digital ordering, and delivery services—
adds value by making the dining experience more convenient and
personalized.

• McDonald’s also builds emotional connections with its customers

through marketing campaigns that emphasize family and
community, increasing customer loyalty and brand equity.

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IKEA'S VALUE CREATION:
• IKEA’s value creation revolves around offering affordable,
functional, and stylish furniture. The company’s focus on self-
assembly products allows it to reduce production costs while
giving customers a sense of involvement in their home furnishing
process.

• IKEA’s commitment to sustainability, from using renewable

materials to eco-friendly production methods, appeals to
environmentally conscious consumers. Additionally, the unique in-
store experience, where customers can visualize products in real
home-like settings, enhances the value proposition, making
shopping both inspiring and practical.

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 iii. SEGMENTATION AND TARGETING

UNILEVER'S SEGMENTATION AND TARGETING:

• Unilever segments its markets based on a combination of

demographics, lifestyle, and income levels, allowing the company
to tailor its product offerings to a wide range of consumers.

• For instance, premium personal care brands like Dove are aimed at
higher-income individuals who prioritize quality, luxury, and self-
care. Dove's messaging, which emphasizes body positivity and
beauty in all forms, resonates with a more affluent, conscious
consumer base.

• In contrast, mass-market brands such as Lifebuoy are designed to

appeal to price-sensitive customers in lower-income brackets.
These products are competitively priced and focus on providing
essential health and hygiene solutions.

• Unilever also targets health-conscious consumers with brands like

Knorr and Lipton, which are positioned as healthier alternatives in
the food and beverage category.

By understanding the diverse needs of its global audience, Unilever

ensures that its products cater to various socioeconomic groups and
lifestyle preferences, helping the brand maintain broad market appeal.

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MCDONALD'S SEGMENTATION AND TARGETING:

• McDonald’s employs a demographic-based segmentation strategy,

targeting specific groups based on age, lifestyle, and family
dynamics.

• The brand's primary audience includes families, young adults, and

children, with a focus on convenience, affordability, and quick
service.

• McDonald’s family-friendly atmosphere and menu items like

Happy Meals are designed to attract parents with children, offering
a combination of value, entertainment, and convenience.

• The brand also targets young adults and busy professionals through
its value menu and promotions that offer quick, affordable meal
options.

• Additionally, McDonald’s tailors its offerings to regional tastes in

different markets, introducing locally relevant menu items to
appeal to local consumers.

With its widespread global presence and adaptable menu,

McDonald’s is able to effectively target a broad audience across
diverse regions, maintaining its status as a leader in the fast-food
industry.

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IKEA'S SEGMENTATION AND TARGETING:

• IKEA focuses its segmentation on consumers who are budget-

conscious yet value design and functionality in home furnishings.
Its target market primarily includes young families, first-time
homeowners, and individuals looking for stylish, affordable
solutions for their living spaces.

• By offering modern, functional furniture at competitive prices,

IKEA appeals to consumers who want high-quality home
furnishings without the premium price tag.

• The brand’s unique approach to DIY assembly also resonates with

this target audience, who appreciate the cost savings and
involvement in the process.

• IKEA’s products are designed to meet the needs of people in

different stages of life, from students furnishing their first
apartment to growing families seeking efficient storage solutions.

• Additionally, IKEA appeals to environmentally conscious

consumers through its sustainability initiatives, which emphasize
eco-friendly products and practices.

This focus on affordability, style, and environmental responsibility

allows IKEA to effectively engage with its target market.

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 iv. DIFFERENTIATION, POINTS-OF-PARITY (POP), AND
POINTS-OF-DIFFERENTIATION (POD)

UNILEVER:

Unilever sets itself apart from competitors through its strong

commitment to sustainability, product innovation, and social
responsibility. The company emphasizes ethical sourcing, environmental
stewardship, and positive social impact across its extensive portfolio,
making it a leader in the consumer goods industry.

• Unilever also differentiates through its diverse range of products

that cater to different market segments, from premium personal
care brands like Dove to more budget-conscious options like
Lifebuoy.
• In terms of Points-of-Parity (PoP), Unilever shares similarities with
other global consumer goods companies such as Procter & Gamble
and Nestlé in providing high-quality, accessible products that meet
daily needs.
• However, its Points-of-Differentiation (PoD) lie in its strong focus
on sustainability, with initiatives like the Sustainable Living Plan
and its efforts toward reducing plastic waste and carbon footprint.

Additionally, Unilever’s advocacy for social issues, such as Dove’s

focus on real beauty and inclusivity, gives the company a unique edge
in appealing to socially conscious consumers.

MCDONALD'S:

McDonald’s differentiates itself by offering consistent product quality,

fast service, and affordability across its global network of restaurants.

• The brand is known for its iconic menu items such as the Big Mac
and McNuggets, which have become symbols of fast food
worldwide. McDonald's also excels in innovation, incorporating
advanced technology like self-service kiosks and mobile ordering,

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 making the dining experience faster and more convenient for
customers.
• When it comes to Points-of-Parity (PoP), McDonald’s shares
common ground with other fast-food chains like Burger King and
Wendy’s, as all offer quick service and competitively priced meals.
• However, McDonald’s Points-of-Differentiation (PoD) include its
unparalleled global reach, iconic menu offerings, and heavy
investment in community initiatives and sponsorships, such as
partnerships with major sporting events.

The brand's emphasis on family-friendly environments and

consistency across locations further solidifies its leadership in the
fast-food industry.

IKEA:

• IKEA’s key differentiator lies in its DIY (Do-It-Yourself)

assembly model and affordable yet modern designs, making stylish
home furnishings accessible to a wide range of consumers. The
brand’s focus on creating functional, space-saving furniture that
consumers can assemble themselves adds a unique layer of
customer engagement and cost savings.

• Points-of-Parity (PoP) with other home furnishing retailers, such

as Walmart and Target, include offering a wide selection of home
solutions, from furniture to decor items, at competitive prices.

• However, IKEA’s Points-of-Differentiation (PoD) include its

commitment to sustainability, as the company continuously strives
to reduce its environmental impact through eco-friendly products
and renewable materials.

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 Additionally, IKEA offers a unique shopping experience with its
large, maze-like stores that combine showroom displays with
warehouse sections, allowing customers to visualize products in real-
life settings. This, along with its emphasis on modern Scandinavian
design, gives IKEA a distinct advantage over traditional furniture
retailers.

POSITIONING
UNILEVER: POSITIONING
• Unilever positions itself as a socially responsible company that
prioritizes sustainability, ethical practices, and consumer well-
being. The brand presents itself as more than just a provider of
consumer goods, emphasizing its role in improving the quality of
life for people around the world.

• Through its wide-ranging product offerings, from personal care to

home care and food, Unilever appeals to consumers who value
high-quality products that not only meet their needs but also align
with their ethical and environmental beliefs.

• With initiatives like the Sustainable Living Plan, Unilever

continuously reinforces its commitment to creating a positive
social and environmental impact, which sets it apart from other
consumer goods companies.

• This positioning helps the brand resonate with eco-conscious and

socially aware consumers who seek brands that reflect their values
in everyday purchases.

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MCDONALD'S: POSITIONING
• McDonald’s positions itself as a fast-food industry leader, known
for its family-friendly environment, quick service, and affordable
meals. The brand emphasizes consistency, offering customers the
same reliable experience no matter where they are in the world.

• This global consistency is one of McDonald's key selling points,

ensuring that a Big Mac in New York tastes the same as one in
Tokyo.
• McDonald’s focuses heavily on providing value to a wide range of
customers, from families looking for a convenient meal to
individuals seeking budget-friendly dining options.

• Through continuous innovation, such as digital ordering platforms

and delivery services, the company enhances its position as a
modern, accessible, and customer-oriented brand.

• McDonald’s also underscores its community involvement and

sponsorship of major events, which strengthens its image as a
family-oriented, socially responsible brand.

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IKEA: POSITIONING
• IKEA positions itself as a provider of stylish, functional, and
affordable home furnishings designed for the everyday consumer.
The brand appeals to cost-conscious individuals who want modern,
well-designed furniture without the high price tag typically
associated with such products.

• IKEA's unique combination of affordability and design allows it to

stand out in the home furnishing market, particularly with young
families, first-time homeowners, and those who enjoy a DIY
approach to home improvement.

• The brand's commitment to sustainability further enhances its

positioning, making IKEA a top choice for consumers who seek
eco-friendly products.

• Through its distinctive store layout, product assembly model, and

strong online presence, IKEA reinforces its reputation as a leader
in affordable, innovative home solutions that cater to both style and
budget.

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 Conclusion:

Unilever, McDonald's, and IKEA are three global giants in their

respective industries, each known for unique marketing strategies and
strong brand identities. Unilever thrives on its commitment to
sustainability, innovation, and a diverse product portfolio that enhances
daily living. McDonald's continues to dominate the fast-food industry
through its consistent quality, speed, and customer-centric approach,
creating memorable dining experiences worldwide. IKEA stands apart
with its focus on affordable, stylish, and functional home furnishings,
catering to consumers who prioritize design and value.

Despite operating in different sectors, these companies share common

traits in terms of segmentation, targeting, and positioning but
differentiate themselves through distinct strategies that align with their
core values and customer needs. Their marketing mixes reveal how well
these brands understand their audience, offering tailored solutions that
resonate with consumers globally.

In a highly competitive global market, the ability to innovate, adapt, and

meet evolving consumer expectations is key to sustained success. These
brands not only offer products but also experiences, creating strong
emotional connections with their customers. Through strategic
marketing, efficient operations, and a focus on value creation, Unilever,
McDonald’s, and IKEA continue to set benchmarks in their respective
industries.

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TABLE: SUMMARY AND LEARNINGS FROM GROUP PROJECT
Concept/Brand UNILEVER MCDONALDS IKEA
Personal care, food, Burgers, fries, Ready-to-assemble
home care, cleaning beverages, and furniture, home
Product Mix
products and localized offerings accessories, and decor.
refreshments.
Premium pricing for Value-based pricing Cost leadership with
personal care, with focus on affordable, stylish
competitive pricing for affordability (Happy products, often
Price Mix home care, and Meal, Value Meals) perceived as offering
affordability for food and premium products. value for money.
brands.

Digital marketing, TV TV commercials, Catalogs, website, in-

ads, social media, and social media ads, store displays, and
Promotion Mix cause-related marketing mobile app social media-driven
promotions, and in- promotions.
store marketing.
Supermarkets, online Global outlets, Global stores in urban
channels, and direct delivery services, areas, with strong e-
Place Mix selling. partnerships with commerce platforms
Swiggy and Zomato, and delivery services.
and drive-thrus.
Hygiene, nutrition, and Affordable, fast, and Affordable, modern,
sustainable choices. tasty meals, focus on and functional
Value Proposition
quality and local furniture
customization.
Income, geography, and Age-based Middle-class
Segmentation consumer needs segmentation, lifestyle, households, young
Strategy and income. adults, and cost-
conscious

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 Middle-income and Families, young adults, Young families, urban
Targeting
high-income consumers and budget-conscious dwellers, and design-
Strategy
conscious consumers
Global distribution, Quick service, Affordable, self-
wide range of everyday affordable menu items, assembled furniture
essential products, and wide distribution with stylish designs
Points-of-Parity strong presence in across urban areas. and large-scale outlets.
personal and home care
categories.

Strong brand identity Self-assembly, unique

Focus on sustainability
Points-of- with localized menus Scandinavian designs,
and purpose-driven
Differentiation and a global footprint and experiential in-
brands
of consistent quality. store shopping.
"Sustainable living for "I'm Lovin' It" — "A better everyday life
all" — Unilever McDonald’s focuses for the many people"
Positioning promotes a healthier, on delivering — IKEA focuses on
Statement sustainable future with happiness and affordable, well-
everyday products. convenience through designed home
fast food. solutions.
Strong portfolio of Global fast-food giant DIY flat-pack
brands catering to offering affordable, furniture, affordable
diverse needs with a convenient meals with home solutions, and
Brand USP
sustainability-first local flavors. strong sustainability
approach. practices.

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