Cold War In The Ice Cream Industry

Detta är en Magister-uppsats från Lunds universitet/Företagsekonomiska institutionen

Författare: Geny Pitaloka Hayyu; Lina Radilovic; Lilla Virag Erdelyi; [2024]

Nyckelord: Fighter Brand; Challenger Brand; Emerging Market; Corporate Brand Structure; Brand Competition; Business and Economics;

Sammanfattning: Market leader Unilever Wall’s has been enjoying its position unchallenged for years in Indonesia, until the Chinese contender Aice joined the competition in 2015 followed by Joyday. The two challenger brands sell extremely low-priced products, gaining market share from Unilever at a fast pace. The clock is ticking and Unilever's management needs to make a decision quickly if they want to recover their position.

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