slicker_than_ur_average
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Registered: 7th Apr 04
User status: Offline
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this question is 4all u clever students out there so can sum 1 please please help me,
Got a case study on UNILEVER which has to be in for 2moro.
Unilever have 1600 consumer brands and they are going to see off 1200 brands to concentrate marketing muscle behind 400 high growth brands.............. the other brands would be sold off to other companies.......... also unilever have a huge global brand portfolio with over 12 different ice cream brands around europe including walls in Uk, Miko in France, Ola in Portugal etc.
the questions are:
1) What are the advantages to Unilever of reducing the size of its brand portfolio?
2) What are the attractions to small companies of buyin marginal unilever brands? what are the dangers of doing so?
3)Comment on Unilever's approach to the global marketing of its ice cream brands
i would really appreciate it if some one can help me with the questions
Thanks
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Greg_M
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Registered: 2nd Sep 03
Location: Grantham, Lincolnshire
User status: Offline
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how about you earn your degree
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Corsa_Carl
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Registered: 8th Oct 04
Location: Darlington
User status: Offline
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Ian
Site Administrator
Registered: 28th Aug 99
Location: Liverpool
User status: Offline
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1) Less internal competition, better return on marketing investment, lower R&D costs across a heterogeneous range, lower packaging on homogenus range perhaps.
2) Prior marketing investment, existing market share. Dangers are product may already have a saturated market position and/or any different in product at market may kill the share anyway.
3) Building a global brand is expensive?
http://df.atalink.co.uk/articles/article-83.phtml
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