I. Introduction
In answering these questions we will look at what sets Magnum ice cream apart from its competitors, what values do they provide,how it is different from competitors and what differentiation strategies lead to competitive advantage to deliver superior value to customers. We will then discuss the differentiation strategies that were exercised by Magnum ice cream and how they positioned them in a highly competitive market.
We will also look at the major avenues for developing a competitive advantage based on differentiating a company’s product or service offering from the offerings of rivals in ways that better satisfy buyer needs and preferences.We will then analyse the factors that contributed to the decision of Unilever to position …show more content…
In conclusion we will analyse the business environment and trends in the ice cream market in our country(South Africa) to identify current opportunities and threats for “Magnum ice cream” in this market.
2.Differentiation strategies exercised by Magnum ice cream to create a strong position in a highly competitive market.
When we talk about differentiation we talk about what makes this particular product or ice cream to be different from other ice creams out there. What is it that makes one to buy it and what do they offer that companies do not offer. As a group we had to look at our own experiences regarding the magnum ice cream and we came up with the following conclusion:
• As adults when we buy ice cream we want something that tastes good and it must be very attractive that we must see it from afar and we don’t mind paying more for something that we like and enjoy …show more content…
The advertising message to the consumers is that Magnum Ice cream is incomparable to that of other ice cream brands and that the higher price is for the extra value the customer receives in this case, it is easy to handle and hold, it has a thick coating of real chocolate covering a superb creamy vanilla ice cream.
The market offering is adapted in a way that enables the customer to regard it as totally different from competing products which means they will therefore pay a premium for it(CJ Jooste J. S., 2012).Magnum demonstrated that its offering is incomparable to the rest of the industry thereby justifying the price differentiation and this can be done by differentiating the offering at different levels as shown
In answering these questions we will look at what sets Magnum ice cream apart from its competitors, what values do they provide,how it is different from competitors and what differentiation strategies lead to competitive advantage to deliver superior value to customers. We will then discuss the differentiation strategies that were exercised by Magnum ice cream and how they positioned them in a highly competitive market.
We will also look at the major avenues for developing a competitive advantage based on differentiating a company’s product or service offering from the offerings of rivals in ways that better satisfy buyer needs and preferences.We will then analyse the factors that contributed to the decision of Unilever to position …show more content…
In conclusion we will analyse the business environment and trends in the ice cream market in our country(South Africa) to identify current opportunities and threats for “Magnum ice cream” in this market.
2.Differentiation strategies exercised by Magnum ice cream to create a strong position in a highly competitive market.
When we talk about differentiation we talk about what makes this particular product or ice cream to be different from other ice creams out there. What is it that makes one to buy it and what do they offer that companies do not offer. As a group we had to look at our own experiences regarding the magnum ice cream and we came up with the following conclusion:
• As adults when we buy ice cream we want something that tastes good and it must be very attractive that we must see it from afar and we don’t mind paying more for something that we like and enjoy …show more content…
The advertising message to the consumers is that Magnum Ice cream is incomparable to that of other ice cream brands and that the higher price is for the extra value the customer receives in this case, it is easy to handle and hold, it has a thick coating of real chocolate covering a superb creamy vanilla ice cream.
The market offering is adapted in a way that enables the customer to regard it as totally different from competing products which means they will therefore pay a premium for it(CJ Jooste J. S., 2012).Magnum demonstrated that its offering is incomparable to the rest of the industry thereby justifying the price differentiation and this can be done by differentiating the offering at different levels as shown