Mauritius Edition 1 Miko
MARKET Unilever – the world’s biggest ice cream manufacturer – is a global giant with operations in over 40 countries worldwide. Created from the acquisition of a patchwork of local businesses over many years, the group operates under different corporate names in different countries, with brands such as Wall’s, Langnese, Algida, Ola and Miko in Mauritius. The Miko brand was launched in Mauritius in 1994, and currently more than 95 products are distributed under this brand in the island. The ice-creams are distributed by Panagora Marketing Co. Ltd and include those produced locally by Maurilait Production Ltd – a sister company – and those imported from Unilever France and South Africa. The famous “Heart brand” has achieved strong brand awareness locally over the years.
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PRODUCT The catch phrase “love milk, love fruit, love chocolate” has for many years conveyed the essence of Miko ice-creams across the world, that is natural nutritious and pleasure food. In Mauritius, most people instantly think of the Miko “Heart brand” at the simple mention of the word “ice-cream”. Indeed, the big red heart logo symbolising the Miko brand now stands for the much loved ice cream classics – from indulgent treats like Magnum, Cornetto, Mikostar and Carte d’Or to the refreshing fruit tastes of Solero, to the fun and excitement of the Zit, Miky and Ptipo. Miko Selection and Classic Take Home ranges sold in tubs have become family favourites locally.
ACHIEVEMENT AND RECENT DEVELOPEMENT The Miko brand has created a strong emotional bond with its consumers over the years. Thousands of Mauritians have grown up with Miko over the past decade. For them, Miko is more than just an ice cream brand – it is a piece of history and culture. The iconic heart brand has a place in most Mauritian households. The leading Impulse Ice Cream range Mikostar is a particular favourite, with over 400,000 Mikostar ice creams consumed every year. From 2011, a new delicacy range of Carte d’Or: the Carte d’Or “Les Sensations” will be launched to offer a wider choice of flavours to consumers and cater for their increasingly sophisticated tastes. The success of the brand Miko on the local scene is bound to continue in the years to come.
PROMOTION Innovation underpins Miko’s products and marketing. Miko invests in advertising not only to promote its new products but also to sustain its old favourites as well. Nationwide communications usually support the launch of each new variety. New products are promoted through an integrated combination of advertising, public relations, in-store visibility, promotions, and tasting sessions. This allows consumers to hear about products in a number of different ways, and enable them to experience the product prior
to making the purchase decision. In 2010 and 2011, Miko offered jointly one free Mikostar and one free Cornetto in each pack of products bought. These national promotional efforts, supported by a strong communication campaign, proved to be very successful and generated a buzz around the brand. BRAND VALUES Miko represents a certain number of values like “Quality”, “Fun & young at heart”, “Innovation people want” and “Good value
for money”. The motto for Miko this year is “Share Happy” which conveys the idea of sharing the happiness virus associated with an ice-cream treat. Miko’s reputation has been built upon quality and a commitment to continuous improvement to ensure that this promise is constantly delivered. Miko also supports many local community activities and provides ice-creams to charities and schools, thus making it a truly people’s heart brand in Mauritius.
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PRODUCT The catch phrase “love milk, love fruit, love chocolate” has for many years conveyed the essence of Miko ice-creams across the world, that is natural nutritious and pleasure food. In Mauritius, most people instantly think of the Miko “Heart brand” at the simple mention of the word “ice-cream”. Indeed, the big red heart logo symbolising the Miko brand now stands for the much loved ice cream classics – from indulgent treats like Magnum, Cornetto, Mikostar and Carte d’Or to the refreshing fruit tastes of Solero, to the fun and excitement of the Zit, Miky and Ptipo. Miko Selection and Classic Take Home ranges sold in tubs have become family favourites locally.
ACHIEVEMENT AND RECENT DEVELOPEMENT The Miko brand has created a strong emotional bond with its consumers over the years. Thousands of Mauritians have grown up with Miko over the past decade. For them, Miko is more than just an ice cream brand – it is a piece of history and culture. The iconic heart brand has a place in most Mauritian households. The leading Impulse Ice Cream range Mikostar is a particular favourite, with over 400,000 Mikostar ice creams consumed every year. From 2011, a new delicacy range of Carte d’Or: the Carte d’Or “Les Sensations” will be launched to offer a wider choice of flavours to consumers and cater for their increasingly sophisticated tastes. The success of the brand Miko on the local scene is bound to continue in the years to come.
PROMOTION Innovation underpins Miko’s products and marketing. Miko invests in advertising not only to promote its new products but also to sustain its old favourites as well. Nationwide communications usually support the launch of each new variety. New products are promoted through an integrated combination of advertising, public relations, in-store visibility, promotions, and tasting sessions. This allows consumers to hear about products in a number of different ways, and enable them to experience the product prior
to making the purchase decision. In 2010 and 2011, Miko offered jointly one free Mikostar and one free Cornetto in each pack of products bought. These national promotional efforts, supported by a strong communication campaign, proved to be very successful and generated a buzz around the brand. BRAND VALUES Miko represents a certain number of values like “Quality”, “Fun & young at heart”, “Innovation people want” and “Good value
for money”. The motto for Miko this year is “Share Happy” which conveys the idea of sharing the happiness virus associated with an ice-cream treat. Miko’s reputation has been built upon quality and a commitment to continuous improvement to ensure that this promise is constantly delivered. Miko also supports many local community activities and provides ice-creams to charities and schools, thus making it a truly people’s heart brand in Mauritius.
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