Magnum Icecream's Marketing Strategy

2 The Situation Trends The market trends for ice cream products are changing. The changing demographic structures particularly in the developed world are resulting in populations with fewer children while the number of adults has significantly increased. Traditionally, ice cream products are considered to be for children. Thus, with the changing demographic structures, it implies that the traditional market for ice cream is shrinking. Manufacturers of the product, such as Unilever, are facing the challenge of losing out on their profitability unless they seek for alternative ways of reinventing the market and maintain a steady growth.

Problems Purchasing decision process of consumers Industry players are faced with the problem of transforming the purchasing decision process by consumers. Although adults can make a bigger and even better market for ice cream products, industry players such as Unilever are facing the challenge of transforming this potential market to being real.

The initial stage in a consumer’s purchase decision making process often begins with the recognition of a problem. This is referred to as need recognition. Unilever has to develop this among the adult potential market so as to create the market. This will consequently result in the potential consumers looking for information about the right product. They will evaluate available alternatives as they seek for value for their money before making the final purchase decision.

After making the purchase, the consumers must still find value in the product in order to be able to make repeat buying.

Key Competitive Forces