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商品編號： IN1823 出版日期： 2022/04/18 作者姓名： Albuquerque, Paulo;Ortega, Mariana;Carrick, Anne-Marie;Lee, Andrew 商品類別： Marketing 商品規格： 9p 再版日期： 2025/02/13 地域： Europe 產業： Food and beverage sector 個案年度： -
商品敘述：
This short case describes how Ana L. Mamede, Hellmann''s brand manager at Unilever Portugal, responds to an aggressive campaign by rival Kraft Heinz by developing a brand ""purpose"" for Hellman''s mayonnaise focused on reducing food waste. When Heinz, the ketchup king, sought to increase its market share by offering high discounts and enhanced distribution, it threatened Hellmann''s lead in Portugal and throughout Europe. Ana pushes promotional activities in the short term, which yield good results, but realises a new plan is needed for Hellman''s in the long term. She considers three options: (i) further promotional activities, (ii) innovation - developing the product line by launching new products and flavours), (iii) branding and communication - enhancing the brand''s identity by developing a purpose - to inspire consumers to waste less food.
涵蓋領域：
Branding;Environmental sustainability;Personal purpose and values;Pricing strategy
相關資料：
, (IN1824), 12p, by Paulo Albuquerque, Mariana Ortega, Anne-Marie Carrick, Andrew Lee
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