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Segmentation & Pricing - the Ice-Cream Price Pyramid

Jim Riley

17th November 2010

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I came across this interesting diagram in a presentation given by Unilever executives to global financiers a month ago which provides a possible way for students to map market positioning. The diagram illustrates where Unilever’s key ice-cream brands are positioned in terms of pricing (value at the bottom of the pyramid, up to premium at the top) and also for their intended consumption (out of home v at home). It’s a neat image and perhaps a really useful starting point for discussion.

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Jim Riley

Jim co-founded tutor2u alongside his twin brother Geoff! Jim is a well-known Business writer and presenter as well as being one of the UK's leading educational technology entrepreneurs.

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