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HEROES
OF TOMORROWCase: Country Round
Making ‘Ice Cream’ part of every Party / Social gathering
UNILEVER.COM/CAREERS
Online shopping & easy deliveries system , is shaping the next phase of consumerism
Worldwide, the market for food delivery stands at €87 billion, or 1 percent of the total food market and 4 percent of food sold through restaurants and fast-food chains. It is already growing fast and in markets like UK, has reached levels of 8+ per capita. With ease of ordering and options at your finger tip, this market is poised to grow, thus creating a new growth channel
UNILEVER.COM/CAREERS
Some companies, which disrupted the business model in the industry
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Changed the entertainment industry
Completely disrupted the 100 year model of men grooming
Changed the taxi industry
UNILEVER.COM/CAREERS
Understanding Unilever Ice cream business
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Unilever is the worlds 3rd largest consumer goods company, with more then Eur 55bn, in sales, the company has grown very consistently in both top & bottom line in last 10 years, with average CAGR of 3.5%+. The company is organized in 3 divisions - Beauty & Personal care - Foods & Refreshments - Home & Hygiene
Unilever, is the worlds largest packaged ice-cream company & is part of Unilever foods & refreshment division. The company sells its ice-cream brand in more then 60 markets and has been growing successfully in new channels and unlocking new opportunities with premium & mass portfolio
In last decade, the category and company has done a big push to grow new occasions and channels. The company has seen growth through new brands & platforms, however few big opportunities, occasions which are a true moments of happiness for our consumer are still away from ice-cream, as for example –making Ice cream a part of every day celebration or party
Owning the moment
UNILEVER.COM/CAREERS
Social Parties, a growing trend, helps ‘Build Brand Equity’ and a ‘White space’ to grow
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Corporate parties, whether promotion, great project delivery, welcoming a new colleague
or celebration for an amazing win !Ice cream always acts as a mood lifter
What delights a kid more than an Ice-cream ?Always on the top -3 products in needs state which a kid desires, when given a choice by a
parent
Summer celebrations , barbeque , Social gatherings and even weddings
UNILEVER.COM/CAREERS
Vision : Making ice-creams as a ‘must have’ during celebrations
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Some insights
• Moms want unique experiences at their kids’ parties
• Ice Cream is cooler/ more appealing than the existingoptions (from the organizer/guest perspective) People are willing to pay for an Ice Cream experience(price)
• People are willing to have “effortless” solutions(convenience)
• The range of the 3 options in the chart are enough todeliver the experience people are looking for (proposition)
• Super cool & different experience for our employeesduring the summer barbeque & its cheap too
• Going back to childhood memories
• I can trust to order online
YOUR CHALLENGE
UNILEVER.COM/CAREERS
YOUR TASK FOR THE COMPETITON
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How can we own the party moment, make ease of ordering for shopper, but importantly make the selling proposition an “EXPERIENCE” & part of the package
Right Website – What models, can we use to engage shoppers with joy @ party website , as every country has its own nuances
What should be the right brand activation model, which helps us to be more relevant & drive more consumer acceptance
How can we create awareness, using different Digital media tools only
WHAT would be the business impact of each of the ideas (to demonstrate ROI - Return on investment opportunity)
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HEROESOF TOMORROW
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