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Prize winner
Subject category: Marketing
Published by:
London Business School (2005)
15 pages
Data source:
Field research


In 2001, a task force at Unilever was charged with charting the future of the company''s European ice cream business. While it was the largest ice cream maker in the world, Unilever faced a decline in market share, sales volumes, and relevance among consumers. The team had to decide on a brand strategy that would reconnect with customers, ignite growth and solidify the company''s leadership of the industry. The practical challenge was if and how to consolidate the brand portfolio; how individual brands should be positioned or re-positioned as part of this strategy; and how this strategy could be implemented.


Branding; Positioning; Re-positioning; Brand architecture; Brand consolidation; Global branding; Perceptual mapping; Qualitative research; Needs segmentation; Standardisation; Brand rationalisation; Marketing; Consumer behaviour; Europe; Customer needs
Sales of about EUR50 billion
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