Some brands like Magnum become instant favorites to many people whether they are introduced to us early or discovered later on. This is because of the Public Relations that are responsible as they work behind the scenes, making marketing strategies and advertisements that help the brand get recognition in the market. And for Magnum, Unilever provides its brand in terms of media spend, spanning TV, outdoor, digital and PR.
Unilever has also expanded its distribution from its stronghold of Europe into the US, China and is increasingly gaining popularity in India. The company’s marketing strategy is what makes it a top competitor as it impulses people to try Magnum Ice Cream, to market it as an adult indulgence brand with a touch of sex appeal and to communicate the royal/pleasure theme of the brand.
A brief about Magnum
The ice cream today known as Magnum was developed in Belgian at the Ola laboratory in cooperation with the Belgian chocolate producer Callebaut and released in Germany in the year of 1989 as an upmarket/luxury ice cream for the Nogger brand. The brand now is owned by the British/Dutch Company Unilever. The company also has a strong social media presence on Instagram, Facebook and YouTube.
The company has emphasized its dominance by coming up with highly imaginative flavor combinations, fancy packaging including limited edition promotions. With the help of Magnum, Unilever remains an innovator, responsible for single handedly pushing forward the boundaries of what variety of extravagant confectionary blends can be successfully packaged as an ice-cream stick.
In 2019 the company began testing it’s a dairy free vegan Magnum in smaller selected marketed including New Zealand and Sweden. Magnum which wasn’t quite popular in the US market, but with the profile of premium ice cream sector in the US has changed in the recent years, partly because of Nestle’ Haagen Dazs ice cream bars. Which led to the US launch of magnum in 2011.
The target group of magnum is from the age group of 14 years up to 45 years and has loyal customers who prefer premium ice cream. The target market of Magnum is the upper niche market. The company focus on upper class people who wouldn’t mind spending a bit more on the Magnum ice cream to indulge in the supreme quality of it. The people who are willing to spend more on style, quality, brand value, status, etc.
The global sales of Magnum was $2.54 Billion in 2015 which had increase up to 8% from the year before. Unilever has sought to maintain its edge in most markets by positioning magnum as an affordable luxury treat for adults. The segmentation of magnum is done on the basis of income, social, economic class and esteem level.
The marketing strategy of magnum is explicitly designed to target the smaller but elite segment of the society as well as of the market. Magnum takes into consideration the need and the benefits of the customers which is useful for identifying market opportunities and developing value propositions for the customers.
Positioning of the brand
Positioning is very important for the brand as it tries to build an image in the minds of the target customers. It involves parameters that differentiates the product from the competitors in the category. Positioning means how consumers rate magnum in comparison to other ice cream category products like Amul, Baskin and Robins, Mother Dairy which are the competitors of Magnum.
Magnum positioning strategy can only be sustained if it continues to deliver the promised consumer value. The company attributes positioning for self-actualization. The quality and price positioning which states higher price for higher quality. Magnum’s positioning as it appeals to stylish people and the customers that rank premium brand with priceless quality.
The inbound strategies
When Magnum was launched in India in February 2014, the Magnum Pleasure Patrol was an activation executed as part of Magnum Launch. Over 2000 people across Mumbai and Pune got to sample Magnum from 22ndFebruary to 24th February 2014. A branded luxury vehicles visited gourmet cafes, malls and heavy foot fall areas with an emcee and camera crew capturing people reactions after their first bite of Magnum ice cream.
Another such campaign While they were offered their idea of pleasure be it a day at the spa or unlimited shopping, they were put through the Magnum Pleasure test that required them to choose between Magnum or their idea of pleasure, after having tasted a little of it.. Understandably, all resistance failed while Magnum scored on the test.
Leveraging the mobile to reach out to customer as the idea was to create a rich media mobile ad campaign that would allow the user to directly tweet from within the mobile ad. The mobile ad campaign was a part of an all-encompassing marketing strategy that included both ATL and BTL executions.
However this ad campaign would provide the platform to quickly reach out to a large user base and create awareness. It would also get them talking about the brand instantly with tweets and pictures and maximize their participation in the Twitter contest.
Using Social Media for Campaign
Magnum came up with a two phase marketing campaign strategy that would allow talking the product to the masses in a controlled manner. The first phase offered exclusivity. To prioritize distribution for the product, the brand asked people to tweet for limited magnum Infinity to be distributed I their city. The city with the most tweets will get to try the Infinity to be distributed in their city.
The city with the most tweets will get to try the limited Magnum Infinity first. By doing this, each tweet represented a chance for his or her city to try the product first before everyone else. To sustain excitement and drive sales, Magnum launched phase two of the campaign where consumers tweet earned them a chance to go on a trip to London. The person who collects the most points wins. To participate one can either tweet or put a unique code on the site.
By providing consumers an interface to tweet within the ad the campaign got them talking about the brand about the brand and their experience with magnum infinity. It helped Magnum successfully reach out to its intended target audience and create a buzz among them about magnum Infinity. It helped them ensure continuous user engagement and increase overall brand recall for magnum at every step of the campaign
Advertisements with famous brand ambassadors
The Brand ambassador Kareena Kapoor Khan has been roped in to urge consumers to get #LostinPleasure through a selﬁe campaign. The month-long contest is asking people to send in their selﬁes with a Magnum ice cream stick in hand, and a creative reason to why Magnum gets them lost in pleasure. The top 5 most creative and good looking selﬁes shall win a chance to meet Kareena and take a Selﬁe with her.
The Selﬁe of the winners with Kareena shall also be featured in the Times city editions. A dedicated microsite has been created for the selﬁe campaign. Powered by Facebook and Twitter logins, the microsite serves to share your entries as well as showcase all the submitted entries in the gallery section.
Magnums marketing strategy is working mostly because of its outbound which is evident with their ATL Activities and Out Of Home Campaigns. Since the brand connects with well-travelled people as branding is created by the brand all around the world as its currently present in Europe, North America, Asia and Australia. In Outbound Marketing it conducts hyper local activities that can be measured in sales in the case of a product launch spike in footfalls etc.