A marketing plan for the ice cream brand Max Adventures in food service

• Author(s): Carbó, Marina Cercós
• Date: 2013
• Persistent ID: http://hdl.handle.net/10362/9816
• Origin: Repositório Institucional da UNL
• Subject(s): Unilever; Ice cream; Max Adventures; Marketing plan
• Document Type: Master thesis
• Language: English
• Advisor(s): Centeno, Victor
• Contributor(s): RUN

Description

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

This project consists on developing a marketing plan in the Spanish market for the ice cream brand Max Adventures in the food service sector. The objective of the plan is to increase current level of sales and distribution. For this reason an external and internal audit is done in order to understand the context, observe what competitors are doing, discover consumer needs and wants and analyze the brand internally. The proposed marketing plan is based on my internship in Unilever, the audit results and it suggests recommendations in terms of product, price and promotion.