INTRODUCTION:

KWALITY WALLS – MAGNUM

 

  • Hindustan Unilever, launched Magnum bars — premium vanilla ice cream on a stick wrapped in thick Belgian chocolate shell — in Chennai at Rs 75 apiece in the second week of April.
  • Popular ice-cream candies and cones in the country are priced much lower at Rs 5-40, but Unilever expects India’s increasingly aspirational consumers to readily pay a premium for a superior product.
  • Magnum was launched in the UK in 1987.
  • It is now sold in more than 50 countries even in emerging and developing markets despite its premium positioning.
  • Kareena Kapoor is the  Magnum Pleasure Ambassador.
  • Magnum is recognized as a symbol of royal treatment and remarkable pleasure- simply irresistible.
  • It appeals to young adults.
  • It is be available in three delicious flavours – Classic, Almond and Chocolate Truffle in Mumbai, Pune, Hyderabad and Bengaluru.

DEFINING MARKETING :

  • 1935 : The performance of business activities that direct the flow of goods and services from producers to consumer.
  • 1985 : The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational objectives.
  • 2006 : An organizational function and set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organisation  and stakeholders.
  • 2007 : ‘Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

EVOLUTION OF MARKETING DEFINITIONS :

  • THE PRODUCTION ERA: One of the oldest concept eras, it holds that consumers will favor those products that are widely available and low in cost. Managers of production-oriented organizations concentrate on achieving high production efficiency and wide distribution.
  • THE PRODUCT ERA : This era brought about marketing beliefs that consumers will favor those products that offer the most quality, performance or innovative features. Marketing managers focus on making superior products and improving them over
  • THE SELLING ERA : During this era, the primary marketing concept belief held that consumers if left alone would not buy enough of the organization’s products; therefore, the organization must undertake an aggressive selling and promotion effort. The selling concept assumes that the consumer must be coaxed into
  • MARKETING ERA : The newest to evolve, it holds that the organization’s task is to determine the needs, wants and interests of target markets and to deliver the desired satisfaction more effectively and efficiently than competitors in a way that preserves or enhances the consumers’ and the society’s well being.

CUSTOMER VALUE AND BENEFITS :

Dr. Phillip Kotler defines consumer perceived value as the difference between the prospective customer’s evaluation of all benefits and all the costs of an offering and perceived alternatives.

  • The reason why customers buy ice creams depends on various factors Consumers just buy a product because of the value it has to them, because it satisfy a need they had.
  • In the case of Ice creams, in general people buy the normal type of ice cream because of the flavor.It is associated with having fun.
  • The ice cream market has changed significantly in the past few years because of the introduction of more premium products. So the more premium the ice cream is costumers will buy the product more for the experience itself and the less premium the product is costumers will buy the ice cream only for the taste and having in mind the price.
  • Magnum can deliver consumer values like premium quality,varied flavors,trusted ice cream brand,self satisfaction, sophistication.