2011 eiffie ödülü alan Carte D'Or dondurmalı pasta kampanyası sunumu

1. “Müsaitseniz Carte D’Or dondurmalı pastaya
bekleriz.”
Ali Baran
Cem Canat
Berkan Ataç

2. Outline:
Situational Analysis
Company Background
Marketing Environment
Target Market
Segment
VALS Analysis
Campaign Aim
Campaign
Results

3. Company Background
• Over 150 countries
• €4.598 billion net income (2010)
• Two main categories:
– Home and Personal Care
– Food and Beverages

4. Company Background
• Every day 150 million people are choosing
Unilever products.
• Unilever is one of the world’s top three food
firms after Nestle and Kraft
• The world’s second largest packaged
consumer goods company behind Procter &
Gamble.
• Unilever is the leader of ice-cream market in
the world.

5. Marketing Environment
• Last six month market growth in Turkey was %29
USA 13.8
Northern Countries 11,5
Italy 10.3
England 7.9
Germany 7.2
Spain 6.2
Turkey 2.8

6. Market Shares

8. Innovators
Self-
Ideals Achievments
Expression
Thinkers Achievers Experiencers
Believers Strivers Makers
Survivors

9. Target Market
• Target audience of this product is especially,
women. Generally at age between 25 to 50.
• Because of products’ practicability both
business women and housewifes will prefer it.
• Those people who purchase this product are
likely to celebrating smth. or while chatting
with their friends in a regular daily life.
• VALS Segments: Believers and Makers.

11. The Situation before the campaign
• In 2009, the ice-cream market volume
decreased by 2%.
• Primary Reasons:
– Bad economical state caused people to reduce
household expenditures.
– Bad weather affect the house-ice-cream
consumption

12. Campaign Aims
• In 1 year, achive 600k liter sales
• Improve the ice-cream market
• Streamline the Algida’s leader role with a new
product
• Gain new consumers via the new product

13. Focus Group
The all
symbolic
Housewifes; 20-44 year old women things in
adv.
strentghen
the perfect
Being popular, loved, hospital mother
image.
mother figure
Why?
-They love as a mother to care, share,
spare.
It matches
with our How?
cultural -By hosting enjoyable time &
ritual: to offering delicious tastes.
host our
guests.

14. Media Communication
• Goal:
– Spread the idea & wrap the consumer with integrated mkt.
comm.
• Tools used:
– T.V.: Prime-time & off-prime time ads.
– Outdoor Ads: billboards, wall ads, big posters…
– Sales point experience: pop-ups, posters etc..
– Promotion with Migros
– Online chat video and interview(viral): Oya Başar, Ahu
Türkpençe -relatedinterview- (60m. Views, 16k. Clicks)

15. Results
Ice Cream Market Growth -28%-
134.316.426
104.852.866
Sales
Volumes
(Liter)

16. Results
• Algida’s house type ice-cream market shares reached
63,77%.
• 5% of Carte D’Or consumers are new ice-cream
consumers.
• 45% of consumers add CDO’s ice-cream cake to their
baskets.
• CDO’s gross profits increased by 30%
• CDO’s market penetration increased to 19% from
15%.

17. Future Recommendation
• Web oriented campaigns
– Blogs
– Website
– Virals
• Caffe Zero; new product, new taste
• More businesswomen focused commercials
• Events & more experience promotions

18. THANK YOU FOR LISTENING!