HEROES

OF TOMORROWCase: Country Round

Making ‘Ice Cream’ part of every Party / Social gathering

UNILEVER.COM/CAREERS

Online shopping & easy deliveries system , is shaping the next phase of consumerism

Worldwide, the market for food delivery stands at €87 billion, or 1 percent of the total food market and 4 percent of food sold through restaurants and fast-food chains. It is already growing fast and in markets like UK, has reached levels of 8+ per capita. With ease of ordering and options at your finger tip, this market is poised to grow, thus creating a new growth channel

UNILEVER.COM/CAREERS

Some companies, which disrupted the business model in the industry

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Changed the entertainment industry

Completely disrupted the 100 year model of men grooming

Changed the taxi industry

UNILEVER.COM/CAREERS

Understanding Unilever Ice cream business

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Unilever is the worlds 3rd largest consumer goods company, with more then Eur 55bn, in sales, the company has grown very consistently in both top & bottom line in last 10 years, with average CAGR of 3.5%+. The company is organized in 3 divisions - Beauty & Personal care - Foods & Refreshments - Home & Hygiene

Unilever, is the worlds largest packaged ice-cream company & is part of Unilever foods & refreshment division. The company sells its ice-cream brand in more then 60 markets and has been growing successfully in new channels and unlocking new opportunities with premium & mass portfolio

In last decade, the category and company has done a big push to grow new occasions and channels. The company has seen growth through new brands & platforms, however few big opportunities, occasions which are a true moments of happiness for our consumer are still away from ice-cream, as for example –making Ice cream a part of every day celebration or party

Owning the moment

UNILEVER.COM/CAREERS

Social Parties, a growing trend, helps ‘Build Brand Equity’ and a ‘White space’ to grow

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Corporate parties, whether promotion, great project delivery, welcoming a new colleague

or celebration for an amazing win !Ice cream always acts as a mood lifter

What delights a kid more than an Ice-cream ?Always on the top -3 products in needs state which a kid desires, when given a choice by a

parent

Summer celebrations , barbeque , Social gatherings and even weddings

UNILEVER.COM/CAREERS

Vision : Making ice-creams as a ‘must have’ during celebrations

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Some insights

• Moms want unique experiences at their kids’ parties

• Ice Cream is cooler/ more appealing than the existingoptions (from the organizer/guest perspective) People are willing to pay for an Ice Cream experience(price)

• People are willing to have “effortless” solutions(convenience)

• The range of the 3 options in the chart are enough todeliver the experience people are looking for (proposition)

• Super cool & different experience for our employeesduring the summer barbeque & its cheap too

• Going back to childhood memories

• I can trust to order online

YOUR CHALLENGE

UNILEVER.COM/CAREERS

YOUR TASK FOR THE COMPETITON

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How can we own the party moment, make ease of ordering for shopper, but importantly make the selling proposition an “EXPERIENCE” & part of the package

Right Website – What models, can we use to engage shoppers with joy @ party website , as every country has its own nuances

What should be the right brand activation model, which helps us to be more relevant & drive more consumer acceptance

How can we create awareness, using different Digital media tools only

WHAT would be the business impact of each of the ideas (to demonstrate ROI - Return on investment opportunity)

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