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Value Network

Unilever is launching a new marketing initiative called "Cupidity" to revamp their Cornetto ice cream brand. The initiative will feature four short films created by teenagers about love, and will be distributed online and through TV, print, and social media. When tested in Turkey, the films received over 5 million views in the first week, with 62% of views from teenagers aged 13 to 24. To reach customers, Cornetto is sold through small shops and street carts near schools that can store the ice cream cold. Unilever aims to position their freezer and brands in stores to attract customers' attention as soon as they enter.

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71 views2 pages

Value Network

Unilever is launching a new marketing initiative called "Cupidity" to revamp their Cornetto ice cream brand. The initiative will feature four short films created by teenagers about love, and will be distributed online and through TV, print, and social media. When tested in Turkey, the films received over 5 million views in the first week, with 62% of views from teenagers aged 13 to 24. To reach customers, Cornetto is sold through small shops and street carts near schools that can store the ice cream cold. Unilever aims to position their freezer and brands in stores to attract customers' attention as soon as they enter.

Uploaded by

Aliza Ishra
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Marketing development

It mean which step taken by the company to develop the existing market
rather than looking for new market.
So for this purpose unilever is launching series of online films to support
the revamp of its cornetto brand as the wall. The “cupidity” initiative
launches worldwide in 2013 and features four short films inspired by
insights from teenagers about love. This film will act as the online
centerpiece to a campaign that spans TV, print, and social media. The
brand also plans to develop additional films. Unilever hopes to use the
initiative to provide a creative outlet for teenagers by offering young
talent the chance to tell their stories.
When it was piloted in turkey earlier this year 5 million views within the
first week of launch. Of those, 62 percent were from the 13 to 24 year
old age group the company claims.
Marketing channels
Cornetto this is being an ice cream that melts in warm weather. So
cornetto are not sold through retail outlets but also small paan shops
kinara stores who keep small cold storage facility or refrigerator to keep
items cold. At that time the walls itself invest in the retailer shop to buy
a refrigerator to keep ice cream thus giving them an edge over other ice
cream manufacturers.
Also the most profitable channel is the small cart puller with freeze
storage which we see outside school and colleges. They are most
effective as they reach faster the kids and can be easily helpful in
attracting the potential customer.
Suggestion
 Unilever used data visualization that helped unilever employees
comprehend vast amount of information that would have been
otherwise unmanageable if it were in an excel sheet.
 Greate an environment of innovation.
 Develop open mindedness as well as high level of other culture
and life style in the employees.
 Human resource managers and professionals should be able to
inculcate the willingness to accept change and ability to manage it.
 Unliver Pakistan should develop effective supply chain
management to make their product in the hand and customer as
well.
Conclusion
Cornetto remains precipitate in nature, so their main heart is to take
into the buyer at the point of sales. Once someone opens the
freezer, their greatest gainful brands must be positioned in such a
way that they must attract the purchaser most and when purchaser
enter the shop their freezer must be placed at such a place that it
must be the first priority of the purchaser. The unilever also use
television ads once they present incredible new part from that
reminders remain given to the purchaser to retain them. Apart after
these they use fortnightlies and leaflet, location panels on the
shops.

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