SWOT Analysis - Magnum

Extract

[...] Consumption at home has recorded a large number of postponements of consumption, usually outside the home. MAGNUM was also banking on 2021 to be a successful year, thanks to the end of the epidemic and the resumption of social events. Bibliography and references Delicious ice cream and premium chocolate Magnum (magnumicecream.com) Iris Apfel x Festival Cannes 2019 His Magnum Magnum (magnumicecream.com) Discover all our campaigns in one place Magnum (magnumicecream.com) Magnum ice cream by Miko (lsa-conso.fr) Magnum ice cream is adorned with gold (chococlic.com) We have classified all the flavours of Magnum ice cream we found in the supermarket Konbini The Magnum Ice Cream Bar is back in the Marais in Paris - Sortiraparis.com Magnum, Carte D'or, L'Angélys . [...]

[...] Development of herbal ice creams. The Vegan ice cream and plant-based ice cream segment seem to be one of the growth vectors for the market in the medium term. MAGNUM is not yet established in this segment. It could be beneficial if the brand manages to develop new products corresponding to these expectations. Threats Strong seasonality of ice cream - Seasonality is strong in the ice cream segment, which is also strongly affected by weather conditions. Bad weather during the summer can negatively impact sales by up to 30%. [...]

[...] In the past, they have also had deals with Eva Longoria, for example. The MAGNUM brand was created in 1989 in a market where the only ice cream sticks at the time were ice creams intended for children, like Eskimos. MAGNUM quickly conquers consumers and is expanding in several European countries, with its practical and gourmet format at the same time. The tubs were created in 2013 to compete with brands like HAAGEN DAZS and BEN & JERRYS, with more generous and delicious formats to share. [...]

[...] The use of personalities, if they are criticised or questioned, can sometimes be counterproductive for the brand. Packaging, over-packaging and waste - MAGNUM sells mostly individual products, which means that there is a lot of packaging. As the products are often sold in several individual units, this multiplies the packaging and, therefore, the waste and pollution. This can be identified as a significant weakness for MAGNUM. Opportunities Lifting of health restrictions and resumption of travel and tourism. MAGNUM is a brand that is very much influenced by the market as a whole, by the weather conditions. [...]

[...] It has also developed new ice-cream formats, with smaller sticks (88 ml compared to 100 to 120 ml previously), mini format and ice cream in tubs to share. Product quality - MAGNUM products are sold as high-end products, composed of quality chocolate, high-end vanilla ice cream, all made in Europe (and more particularly in Germany). Product quality is recognised by consumers who are willing to pay more for good quality products rather than private labels. Quality is, therefore, an important element of the brand's strengths. [...]