Feasibility Study

Chapter 1

INTRODUCTION

A. Brief History of Project

From the childhood, ice cream has its role in everyone’s live. After the dentist took the milk tooth out parents gave the kids an ice cream; after getting a good grade at school, parents gave children ice cream. When children are growing up, ice cream still has its role in everyone’s life whether consciously and unconsciously.

People always think that ice cream is just for a pleasure only. But ice cream has calciums that body need. Calcium helps control blood pressure, reduces the risk of colon cancer, puts a damper on PMS, and may lower the chances of developing kidney stones. And while it does your body good, it's also doing well for your figure by helping you lose weight, shed belly fat and maintain your weight loss. (unilever.com/brands/foodbrands/heartbrand)

Magnum ice cream is well known as world class ice cream. Magnum gourmet ice cream made from thick bar of vanilla ice cream and covered by Belgian chocolate. Magnum ice cream becomes favorite ice cream lovers in the world because of the taste.

Launched in 1989, Magnum was the first ice cream on a stick especially for adults. Today, Magnum is one of the world's leading impulse ice cream brands, selling around 1 billion units a year. Recent successes include Magnum Temptation, Magnum Intense, Magnum 7 Sins, and Magnum Moments. The handy ice cream is popular globally. Hollywood celebrities, like Eva Longoria, Eva Mendes, Ivanka Trump and Rachel Bilson have been Magnum’s endorsers, who appeared in Magnum TV commercials in the United States and in the other parts of the world.

On February 28, 2012, Magnum was launched in the Philippines. Filipinos welcomed the famous Belgian chocolate-coated vanilla ice cream bars in three flavors, namely, almond, chocolate truffles and the classic. Magnum ice cream in the Philippines is under the partnership between Unilever and RFM Corporation, the parent company of Selecta. The country’s brand ambassadors, include TV...