“Müsaitseniz Carte D’Or dondurmalı pastaya bekleriz.”

Ali BaranCem Canat

Berkan Ataç

Eiffie Awards

Outline:

Situational AnalysisCompany BackgroundMarketing Environment

Target MarketSegmentVALS Analysis

Campaign AimCampaignResults

Company Background

• Over 150 countries • €4.598 billion net income (2010)• Two main categories:– Home and Personal Care – Food and Beverages

Company Background

• Every day 150 million people are choosing Unilever products.

• Unilever is one of the world’s top three food firms after Nestle and Kraft

• The world’s second largest packaged consumer goods company behind Procter & Gamble.

• Unilever is the leader of ice-cream market in the world.

Marketing Environment

• Last six month market growth in Turkey was %29

USA 13.8Northern Countries 11,5

Italy 10.3England 7.9

Germany 7.2Spain 6.2Turkey 2.8

Market Shares

Ideals

Thinkers

Believers

Achievments

Achievers

Strivers

Self-Expression

Experiencers

Makers

Innovators

Survivors

Target Market

• Target audience of this product is especially, women. Generally at age between 25 to 50.

• Because of products’ practicability both business women and housewifes will prefer it.

• Those people who purchase this product are likely to celebrating smth. or while chatting with their friends in a regular daily life.

• VALS Segments: Believers and Makers.

http://www.effieturkiye.org/2011/index.htm

The Situation before the campaign

• In 2009, the ice-cream market volume decreased by 2%.

• Primary Reasons:– Bad economical state caused people to reduce

household expenditures.– Bad weather affect the house-ice-cream

consumption

Campaign Aims

• In 1 year, achive 600k liter sales• Improve the ice-cream market• Streamline the Algida’s leader role with a new

product• Gain new consumers via the new product

It matches with our cultural ritual: to host our guests.

The all symbolic things in adv. strentghen the perfect mother image.

Focus Group

Housewifes; 20-44 year old women

Being popular, loved, hospital mother figure

Why?-They love as a mother to care, share, spare.

How?-By hosting enjoyable time &

offering delicious tastes.

Media Communication• Goal:– Spread the idea & wrap the consumer with integrated mkt.

comm.• Tools used:– T.V.: Prime-time & off-prime time ads.– Outdoor Ads: billboards, wall ads, big posters…– Sales point experience: pop-ups, posters etc..– Promotion with Migros – Online chat video and interview(viral): Oya Başar, Ahu

Türkpençe -relatedinterview- (60m. Views, 16k. Clicks)

Results

104.852.866

134.316.426

Ice Cream Market Growth -28%-

Sales Volumes (Liter)

Results• Algida’s house type ice-cream market shares reached

63,77%.• 5% of Carte D’Or consumers are new ice-cream

consumers.• 45% of consumers add CDO’s ice-cream cake to their

baskets.• CDO’s gross profits increased by 30%• CDO’s market penetration increased to 19% from

15%.

Future Recommendation

• Web oriented campaigns– Blogs– Website– Virals

• Caffe Zero; new product, new taste • More businesswomen focused commercials• Events & more experience promotions

THANK YOU FOR LISTENING!