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.