marketing strategy case study brand consolidation

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Kimbery B


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May 27, 2015








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Unilever has been a decentralized organization, and their operations between its companies were having a common set of management principles, a share desire to succeed on local markets, and a shared corporate culture. However because they head offices found difficulties to develop and implement new ideas, Unilever started shifting towards centralization; it has re-engineered its operations into foods and home & Personal care...
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According to Nial FitzGerald, Unilever’s co-chairman, Unilever see their future in a portfolio of strong brands with international and local scale. They are determined to deliver a step change in Unilever’s to improve its operating performance Question 1: Consolidated option of ice cream brands There are different options for the consolidations of ice cream brands, such as single platform, in-home and out-of-home sector, and stand alone brands...
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