Unilever: Globalising ice Cream Organization
Unilever is a global company that opened alomst seventy years ago. The company sells more than 1, 000 diffrent brands through a few 300 subsidiaries in more than 130 countries. The head business office is diveded between London and Rotterdam.
At the beginning of January 1997 the Rotterdam headquarters of the Unilever group was seething with activity. Althought the company was the market innovator in your favorite ice cream sales inside the countries where it operated, the supervision team noticed that its brand image needed to be reconditioned. While various other product groups had currently launched global brands, it was the first time the corporation had deemed taking global action to relaunch the ice cream organization.
In some from the countries wherever Unilever's ice cream was marketed there were indicators that the company image would have to be reinforced. Inner discussions inside the group centered on the diffrent brands obtainable in each marketplace and their respective graphic photos. There were a whole lot of questions which seemed hard to solve. Moreover, there is beginning to become a certain feeling that the time had arrive to bring in major changes in order to combine Unilever's command in goodies sales, at Europe and the rest of the community.
Market research carried out by the group unveiled contradictory information about brand pictures. But they also obviously revealed that although the public was defenitely acquainted with the company's goods in their particular countries they were doing not associate them with Unilever. As far as goodies was concerned, consumers were highly aware of the company's community brands, yet there were not global picture.
The big question was how to effectively present changes devoid of simlutaneously dropping the image that each of the diffrent brands of ice cream had accumulated over the years in various countries and local markets.
Ice cream market is exceptionally dinamic and unpredictable. Competing companies need to be greatly...