More intense POS activities for ice cream sales

Private labels have conquered nearly one half of the market of ice cream. Flavour preferences are quite stable in the larger segments where intensive communication and innovative promotions can be effective. A substantial price rise took place in the market of ice creams in the second half of 2008. As Béla Hlavacsek from Unilever Magyarország has told us, this price rise has not had an adverse effect on the sales of Magnum and Carte d’Or, which belong in the premium segment where price consciousness is low. According to data from Nielsen, the market share of hyper markets has continued to decline which is yet another sign of the category becoming increasingly “discounted”. Private labels have approached and even surpassed (in the season) 50 percent in terms of market share last ear which is a major threat to medium price brands. Consumers are expected to get increasingly receptive to promotions and larger unit sizes. At the same time, consumers are also likely to pay more attention to quality and reliability. In the family size segment, private labels are expected to continue their offensive, with increased consumer consciousness of the price/value ratio. However, Carte d’Or the market leader in the in home segment has an answer to this challenge in the form of reliability, high quality and consumer promotions. Private labels have also been producing growth in the impulse segment, where brands like Magnum are ready to face this challenge. The Carte d’Or Selection is an example of successful innovation in terms of flavour, with popular cakes combined with ice cream like Carte d’Or Dobostorta. Krémkönnyű is also present in the family size segment, which is a brand for classic, smooth and creamy ice cream. Unilever, like other manufacturers keeps introducing new POS tools every year. Their refrigerator displays are ideal for presenting their impulse products which generate substantial incremental sales. Carte d’Or will conduct a major ATL campaign in April-May, supported by POS activities. Unilever will also organise two integrated campaigns for its impulse brands (Magnum and Krémkönnyű) with a bigger role to be played by BTL tools. Very exciting promotions are to be organised for both brands. Consumers sending back the code in the promotional packaging in an SMS or e-mail, can win Magnum Pleasure Cards worth EUR 500 or EUR 9,50. These cards can be used for payment, but not for cash withdrawal.