Miko's World

Miko belongs to Unilever Group. Unilever is the number one brand in the global ice cream market. The second place is for Nestle, but Unilever retains the lead and has by far the biggest footprint. We do not have to forget that both Miko and Ben & Jerry's belong to Unilever Group. This means for Unilever that a really strong differentiation for these two competitors is needed. After having analyzed in previous articles Ben & Jerry's world, let’s see how Miko approaches ice cream lovers!

         

Miko as a name !

This name is known only in France ! But how it can be known only in France and the same time be the leader of the global ice cream market? The answer is Unilever’s cross-cultural marketing strategies. Unilever Ice Cream operates under numerous different corporate names in different countries, including Wall's, Langnese, Algida, Ola and many others. This means that Miko represents just the french name of a wide variety of ice cream that appear in different countries with different names. But the most interesting thing is that you can find both in a Miko and Algida fridge, the same company's international blockbuster products, such as Magnum, Cornetto, Solero and Viennetta! Although, the regional businesses sell their products individually, they have gradually been aligned under the global "heartbrand" umbrella and logo. All Unilever’s brands do so except of Ben & Jerry's, which is characterized as a more premium brand. So this is how Unilever differentiate these two brands!

Miko as a logo !

  

Although Unilever has chosen different names, the logo used is the same in order to be recognizable everywhere! The colors used, red and white, are simple, but especially red is said to increase the feeling of being hungry. So the red background reminds to ice cream lovers when it is time for a Miko ice cream! Considering the logo as itself, it is obvious that the main target group of Miko is children or even more generally ice cream lovers that look for fun in Miko’s fridges.

Miko as a ‘good friend that follows you in everyday life’!

As it is mentioned before, Miko wants to attract both families with children and young people.Magnum and Carte d’or for instance attract more young lovers that look for more personal moment, while Solero and Viennetta offer happy moments to families with children. The advertisings that follow show us both Unilever’s approaches. Furthermore, It’s agressive price policy and the wide variety of its products gives us the opportunity to taste them as often as we wish, especially during summer either individually or collectively. The consumption of a Miko ice-cream satisfies our essential needs of freshening, having fun and the same time enjoying everyday life! Ice-creams are not seen as luxury, but as a really good friend that follows us in everyday life! This is the main differentiation between Miko and Ben & Jerry's within Unilever and Haagen Dazs in the global market.