magnum ph case study

HISTO

RYHISTO

RYHISTO

RYHISTO

RYHISTO

RY

- An ice cream brand owned by the British/ Dutch

Unilever company

- Sold as part of the Heartland line of products in most

countries

- Launched in Sweden in January 1989

- An Upmarket ice cream for existing Nogger brand

- Originally manufactured by Frisko in Denmark

- 48 Ice cream flavors

- Was introduced in Manila last 2012

Image of

MAGNUM

10% Ice

Cream

90% Status Symbol

“CHEAP MAN’S

HAAGEN DAZ”

“CHEAP MAN’S

HAAGEN DAZ”

1st Step1st Step

Step 1: GET

FAMOUS

BLOGGERS

AND PERSONS

(The Elite) FOR

MAGNUM

AMBASSADOR

S

Liz UyTessa Valdez

Erwan

Heusaff Georgina

Wilson

Solenn

Heusaff

Raymond

Guitierrez

Rajo

Laurel

2nd

Step

2nd

Step

Step 2: CREATE

A PARTY AND

UPDATE

PEOPLE ON

SOCIAL MEDIA

LAUNCH /PARTYMagnu

m

3rd Step3rd Step

Step 3: LIKE,

FAVORITE,

RETWEET,

SHARE AND

REPLY TO THE

POSTS OF

MAGNU

M

ICE

CREAM

AMBASSAD

ORS/

ENDORSER

S

SOCI

AL

MEDI

A

INDIVIDU

ALS

SATISFACT

ION

/ RATINGREACTI

ON