PRICING STRATEGY OF MAGNUM

As we know that Magnum is an ice cream brand owned by the British/Dutch Unilever company, and sold as part of the Heart brand line of products in most countries (sold under the Wall's brand in the United Kingdom and others). Magnum it self is very famous in Indonesia especially after it's advertising coming in television.

Beside Magnum, Wall's company also produce several brand ice cream like Cornetto, Vienetta, Solero, Feast, Twister, and etc. In Indonesia, there are a lot of ice cream company booming and popular in society. One of the big competitor of Wall's Company in Indonesia is Campina with their product, Bazooka Ice Cream. Generally, Magnum and Bazooka is rather same. But, the taste and quality of Magnum is higher than it competitor.

Magnum be a market leader in Indonesia. The proof is market share of Magnum in Indonesia is 57% percent. Magnum use Premium Price Strategy in it's product. It means that the price of Magnum is expensive but it same with the quality of product. So, we get the best quallity of ice cream with high price too.

PRODUCT OF WALL'S COMPANY : MAGNUM ICE CREAM

Magnum is an ice cream brand owned by the British/Dutch Unilever company, and sold as part of the Heart brand line of products in most countries (sold under the Wall's brand in the United Kingdom and others). The original 1987 Magnum (later rebranded as Magnum Classic) consisted of a thick bar of vanilla ice cream on a stick, covered with white or dark chocolate, with a weight of 86 grams (120 ml). In 1994 the company also started selling Magnum ice cream cones, and in 2002 an ice cream sandwich.

Starting in 1992 the company added Magnum Mint, Double Chocolate, and other flavors. In 2002 Magnum branched into frozen yogurt with their raspberry fruit swirl covered in milk chocolate. Moments were introduced which were bite-size ice cream treats with caramel, chocolate or hazelnut centers, followed later in the year by "mini", "crunchy" (with almonds) and "light". Late 2002 saw the launch of Magnum Intense (a chocolate truffle center enveloped in ice cream and covered with chocolate) and the limited edition 7 Deadly Sins series of ice creams, whose flavors were named after the seven deadly sins. Sins was followed by another limited edition range in 2005 in which each flavor was named after one of the senses: Magnum Aroma, Magnum Touch, Magnum Sound, Magnum Taste and Magnum LORT.

In Australia and New Zealand, the product is sold under the brand name Streets Ice Cream. In Greece and Romania, the Magnum brand name is owned by Delta/Nestlé, so the Unilever ice cream uses the name Magic. In 2009 they introduced Magnum Mini Moments. They came in 3 types of chocolate: milk, white and dark all with 5 different flavors including almond, truffle etc.

COMPANY PROFILE : WALL'S COMPANY

Wall's is a United Kingdom-originated food brand, covering both meat products and ice cream, owned by Unilever. Founded in London in 1786 by butcher Terence Banyard, it was acquired by Unilever in 1922. To avoid summer lay offs due to the down turn in its core meat products market, in 1920 Wall's launched a range of ice cream. Unilever sold off the meat products business and a licence to use the Wall's brand on such within the United Kingdom in 1996 to Kerry Group. Wall's itself is now core to Unilever's Heartbrand global ice cream business, used currently in China, Hongkong, India, Indonesia,  Jordan, Lebanon, Malaysia, Maldives, Mauritius, Pakistan, Qatar, Saudi Arabia, Singapore, Thailand, United Arab Emirates, and Vietnam.

In 1786, Richard Wall opened a buther's stall in St James's Market, London. Selling meat and meat products, he gained a reputation for being a fine pork butcher.  In 1817, Thomas Wall was born, followed by a daughter Eleanor, in 1824. Richard's business boomed, and in 1834 he moved to new premises at 113 Jermyn Street. Now under the direction of Maxwell Holt, ice cream production commenced in 1922 at a factory in Acton, London. As ice cream grew in significance, Unilever split the company into two, T Wall and Son (Ice Cream) Ltd and T Wall and Son (Meats) Ltd. In 1959, Wall's doubled capacity by opening a purpose built ice cream factory at Gloucester, England. In 1981 Unilever merged T Wall and Son (Ice Cream) Ltd with Birds Eye Foods Ltd to form Birds Eye Wall's Ltd. Following a review of production facilities, the Gloucester factory was expanded and updated, and the Acton factory was closed ("Project Phoenix" 1983). 

After the purchase of sausage and pate producer Mattessons in the early 1980s, Unilever merged the two companies to form Mattessons Wall's. Following a review, in 1994 Unilever sold off Mattessons Wall's, the ownership to the Mattessons brand, and a licence to sell meat products within the UK under the Wall's brand to Kerry Foods. Still a prominent manufacturer of sausages and meat pies, their advert for "Wall's Balls" mimic a scene from the film There's Something About Mary. Unilever continues to use the brand for ice cream in the UK. Whilst remaining (2006) the market leader in the UK for individual hand-held products such as Cornetto and Magnum and value-added multi-portion products designed to be eaten at home, such as Vienetta, the Wall's brand faces severe competition from the major supermarket brands and to a lesser extent from Nestle (absorbing the Rowntree's and Lyons Maid brands) and Mars spin-off ice cream products. On 1 May 2008, Unilever Group Chief Executive Patrick Cescau announced that all Unilever’s palm oil will be certified sustainable by 2015. He also told the audience at the Prince of Wales’ May Day Climate Change Summit in London that Unilever was supporting the call for an immediate moratorium on any further deforestation in Indonesia for palm oil plantations.

Source : http://en.wikipedia.org/wiki/Wall's_(company)

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