Magnum Essay

870 Words4 Pages
1. Why is Magnum such a strong brand for unilever? How does the origin selection further strethengned Magnum’s Brand image? Ans: • Magnum is in the growth stage. Due to the amount of awareness in the market, and the sales figures crossing targets, the product can be seen in the growth stage Sales vise and consumer awareness vise Magnum is important in all the ice cream profolio of unilever. It has recently became the 1bn euro company and stocks up as raised. Also in US, unilver strategy to get to the first position is using Magnum. Also, Magnum was there from 1988, multinational product type * Often a price premium is charged to reinforce the "imported means quality" image * Physical characteristics include range, shape, size, color, quality, quantity and compatibility * In Europe, magnum saturated, but in US it is growth: opportunity * New variants, attracted new customers, relaunched the Magnum in a new light… * Took the quality of the product to higher level * Changes in design are largely dictated by whether they would improve the prospects of greater sales, and this, over the accompanying costs * Innovation in parallel market captilized * Go for depth… * In launching new products into international markets, the international product life cycle concept is crucial, extending the product life during maturity * Comparative analysis is a very useful technique also for new product introduction.???? * The more adaptive the policy the more costly it will be for the organisation. * Attempts are made to extend the growth stage * Advangates of brand extension 2. How was the Magnum product mix affected by the launch of the Origin Selection range? What risks might be connected with this launch, especially with regard to the existing portfolio? Risk: Sales of existing range might

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