Marketing Project Miko
Marketing project
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ARNOULD Paul
CROISEY Julien
DZIUBEK Martyna
GRISARD Philippine
1. The situation analysis 3 1.1. The environment (Demographic, Economical, Natural, Technological, Political, Cultural, Legal forces) 3 1.2. The industry 4 1.2.1. Rivalry among existing competitors 4 1.2.2. Threat of new entrants 5 1.2.3. Threat of substitute products 5 1.2.4. Bargaining power of suppliers 6 1.2.5. Bargaining power of buyers. 6 1.3. The firm 6 1.3.1. The company mission 7 1.3.2. The company objectives and goals………………….....7 1.3.3 The business portfolio 7 1.4. The marketing Process for one company’s offer 9 1.4.1. The marketplace : 9 1.4.2. The marketing strategy 12 1.4.3. The marketing program 13
2. SWOT analysis 18
3. Evaluation of the company’s marketing strategy and recommendations 19
BIBLIOGRAPHY 21
1. The situation analysis
1. The environment (Demographic, Economical, Natural, Technological, Political, Cultural, Legal forces)
Miko is one of the biggest brand on the ice cream market. Before studying the company, we are going to look at the environement, the ice cream market.
Miko is part of the Unilever group, Unilever is one of the three worldwide group on the market with Nestlé. Those two different groups are composed of the major ice cream brand, for example Unilever (Miko, Carte d’Or, Ben and Jerry’s…) and Nestlé (Mystère, La Laitière…)
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(MDD = Marque de distributeur for example carrefour, auchan…)
In 2002 ice cream sales reached 13 billion litres in the world. The biggest producers are the USA with 61 millions hectolitres for 2002, and the other big producer is China with a production of 24 millions hectolitres. France is far from this standard with less tan 2 millions hectolitres a year.
The largest consumers are off course American people with 22.5 litres a year just behind we can find the Canadian and the Australians with 17.7 litres.
[pic]
ARNOULD Paul
CROISEY Julien
DZIUBEK Martyna
GRISARD Philippine
1. The situation analysis 3 1.1. The environment (Demographic, Economical, Natural, Technological, Political, Cultural, Legal forces) 3 1.2. The industry 4 1.2.1. Rivalry among existing competitors 4 1.2.2. Threat of new entrants 5 1.2.3. Threat of substitute products 5 1.2.4. Bargaining power of suppliers 6 1.2.5. Bargaining power of buyers. 6 1.3. The firm 6 1.3.1. The company mission 7 1.3.2. The company objectives and goals………………….....7 1.3.3 The business portfolio 7 1.4. The marketing Process for one company’s offer 9 1.4.1. The marketplace : 9 1.4.2. The marketing strategy 12 1.4.3. The marketing program 13
2. SWOT analysis 18
3. Evaluation of the company’s marketing strategy and recommendations 19
BIBLIOGRAPHY 21
1. The situation analysis
1. The environment (Demographic, Economical, Natural, Technological, Political, Cultural, Legal forces)
Miko is one of the biggest brand on the ice cream market. Before studying the company, we are going to look at the environement, the ice cream market.
Miko is part of the Unilever group, Unilever is one of the three worldwide group on the market with Nestlé. Those two different groups are composed of the major ice cream brand, for example Unilever (Miko, Carte d’Or, Ben and Jerry’s…) and Nestlé (Mystère, La Laitière…)
[pic]
(MDD = Marque de distributeur for example carrefour, auchan…)
In 2002 ice cream sales reached 13 billion litres in the world. The biggest producers are the USA with 61 millions hectolitres for 2002, and the other big producer is China with a production of 24 millions hectolitres. France is far from this standard with less tan 2 millions hectolitres a year.
The largest consumers are off course American people with 22.5 litres a year just behind we can find the Canadian and the Australians with 17.7 litres.