Marketing Excellence Plan Ben & Jerry

4464 words - 18 pages

IndexGeneral information 3Intern analysis 4Extern analysis 7Consumer analysis 10Supply chain 11Competitors analysis 13SWOT 15Product level 17Target group 17Objectives 18Marketing Strategy 19Financial Support 21Conclusion 22General UnileverIn the Netherlands, one of the two motherlands of Unilever - the other one is Great Britain, we bring a wide assortment of products on the market with a lot of well known brands. Examples are: ice-cream ( Ola, Hertog ), margarine ( Blue Band, Becel ), olive oil products (Bertolli), soups (Unox), sauces (Calvé), meal and meal components (Knorr), icetea (Lipton), washing and cleaning products (Omo, Cif) and products for personal care (Dove, Axe). We also bring products on the market especially for the professional food sector (hotels, restaurants and caterers)Unilever's corporate mission - to add vitality to life - shows how clearly the business understands 21st century-consumers and their lives. But the spirit of this mission forms a thread that runs throughout our history.In the 1890s, William Hesketh Lever, founder of Lever Bros, wrote down his ideas for Sunlight Soap - his revolutionary new product that helped popularise cleanliness and hygiene in Victorian England. It was 'to make cleanliness commonplace; to lessen work for women; to foster health and contribute to personal attractiveness, that life may be more enjoyable and rewarding for the people who use our products'.That were the first steps for the mission of Unilever In a history that now crosses three centuries, Unilever's success has been influenced by the major events of the day - economic boom, depression, world wars, changing consumer lifestyles and advances in technology. And throughout we've created products that help people get more out of life - cutting the time spent on household chores, improving nutrition, enabling people to enjoy food and take care of their homes, their clothes and themselves.Intern AnalysisMissionIn the SBU Cooking & Eating they want to add a special value;Where or when you eat, choose for fresh, variation and delicious food!It is Unilevers' mission to add vitality to life. They foresee in the daily need in nutrition, hygiene and personal care with brands that helps people to feel good, to look good and to get more out of life.In the BU Heartbrand they want to contribute to the nice things in life, to have fun and enjoy together, because life is going faster and faster and men need nice things as an outlet. Ice creams are best as an occasional indulgence, but others can be a regular treat and eaten sensibly.On Product level, Ben & jerry's aim is to make the best possible ice crem, in the nicest possible way. It is not only mixing the best ingredients what is important but their suppliers are too.VisionOn SBU-lever, Unilever aimed to build a winning portfolio by extending the leadership positions and our presence in high growth spaces. They are improving their core capabilities. Bringing al this together as...

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