Global FMCG leader Unilever consulted the TU Delft to come up with a marketing strategy for their premium ice cream brand Carte d’Or in the Netherlands as part of the course New Product Commercialization.

Unilever asked to focus on the introduction of proposed ice cream cabinets at shops. Based on design research, a strategic decision has been made to adapt the focus. We created an exciting launch and design strategy with a focus on that ensured a strong and social bond with it consumers.

With a wide range of brands in the Unilever portfolio, among which several ice cream brands, the Carte d’Or brand has their own unique fit. A high-quality brand with a passion for ingredients and artisanal presentation, the brand promise is the experience of Carte d’Or ice cream as a “Delicious Piece of Art”. 

The main competitors in the Netherlands were taken into account within the different levels of competition. Most of the competitors are well-known brands but they mostly sell through other channels. Next to that there are many independent ice cream parlors who sell unbranded ice cream, they perceive great value from customers. As participants prefer to buy their ice creams at independent ice cream parlors (based on our quantitative analysis), this could be a threat for Carte d’Or. Therefore Carte D’Or needs something extra to differentiate itself from the regular ice cream parlours.

The customers of Carte d’Or can be categorized into 5 main target groups; teenagers, elderly, couples, families and daytrippers. Within all the target groups, ice cream is usually eaten together and therefore seen as social activity. Currently Carte d’Or is still seen as mass produced ice cream brand by its customers. There should be more emphasize on the artisanality and high-quality of Carte d’Or. 

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The market analysis brought forward six segments that fitted the Carte d’Or brand: museums, theaters, lunchrooms, cinemas, department stores and retail stores. The first three were chosen as most viable channels. Awareness through these channels will be high and all in context of being social and spending time together with friends or family. Besides, these creative places fit with the new creative product that Carte D’Or will offer: A Delicious Piece of Art. At last, these places are compatible with the arising trends; these show that people want to have high-quality food with a personal touch. 

Followed from this analysis the positioning statement is to create an inspiring, original ice cream experience with high perceived quality and level of artisanality, which fits the creative atmosphere of museums and theatres. This may be achieved through the addition of creative hand-crafted extensions to the current offering. The proposed strategy is to start with museums and theatres first to create awareness and then expand to the lunchrooms in order to target a bigger audience.

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Lorem ipsum dolor sit amet, ex eirmod utamur singulis vim, atqui quaeque pericula his eu. Id iisque eleifend definitiones ius, enim wisi conceptam ea usu. Simul facilisis duo no, meliore repudiare et eos. No quod libris epicuri eos, cu mel audiam aeterno adipiscing. An vim laudem senserit appellantur, appareat postulant iracundia sed no, placerat legendos cum an.

Lorem ipsum dolor sit amet, ex eirmod utamur singulis vim, atqui quaeque pericula his eu. Id iisque eleifend definitiones ius, enim wisi conceptam ea usu. Simul facilisis duo no, meliore repudiare et eos. No quod libris epicuri eos, cu mel audiam aeterno adipiscing. An vim laudem senserit appellantur, appareat postulant iracundia sed no, placerat legendos cum an.