Marketing Strategy for the icecream sector

e consumer being aware of it. The following operating companies fall under the umbrella of Unilever South Africa Unilever South Africa has Regional Innovation Centres that are a part of the ongoing research and development that Unilever continually conducts around the globe. It is this international status that makes this company such a dynamic and forward thinking company. Unilever South Africa has brand leaders in virtually every sector in which they operate. Apart from the massive investment in providing training for their people, Unilever is also the largest advertiser in South Africa, spending many millions annually in support of their brands. The focus of this report will be the operating company Ola South Africa Pty (Ltd) It will show what the current macro environmental trends are that influence consumers and how the current marketing strategy of Ola must be adjusted to suit the ever changing needs of the customers. It will give a future course of action regarding how the Product, Promotion, Place and Distribution of Ola Ice Creams should be adjusted with accordance to the new changes in the industry and the environment..MARKET SUMMARY.MARKET OVERVIEW The Following trends and issues will impact on the success of Ola South Africa.Macroeconomic OverviewDistribution of income – The distribution of income is changing drastically as the emergent black middle class starts to displace its white counterpart. A greater percentage of black people are now found in middle and upper living standards category. The black middle class constitutes 8% of South Africa's 12million economically active black people.Social Class - Social class strongly influences consumer lifestyles, and is a good predictor of resources. People buy products to demonstrate their membership in a particular social class , and consumers also purchase goods that will help advance their social stand. Segmentation should ensure that social ...