Marketing Excellence Plan Ben & Jerry

Essay by mnmariska July 2010

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General information 3

Intern analysis 4

Extern analysis 7

Consumer analysis 10

Supply chain 11

Competitors analysis 13


Product level 17

Target group 17

Objectives 18

Marketing Strategy 19

Financial Support 21

Conclusion 22


General Unilever

In 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...