Extrême’s internationalization
- Margaux Millet
- Dec 1, 2021
- 2 min read
Extrême is an ice-cream brand created in 1989 by the group Nestlé. The multinational group is based in Switzerland and is the world’s leading agri-food company. Nestlé is almost present in all the country of the world.
Even if, Extrême is a Nestlé’s brand, it is licensed by the Froneri. Froneri is a joint venture between Nestlé and the American company R&R ice-cream. It is a co ice-cream manufacturing company. The headquarter is based in the southwest of France.
As we can realize, Extrême is surrounded by an international environment. We may wonder how the ice-cream brand is managing its internationalization.
What is internationalization?
Internationalization is the process of designing products to meet the needs of users in many countries or designing them so they can be easily modified, to achieve this goal.
The internationalize of the ice-cream brand Extrême
Extrême is present in 5 different European countries: France, Switzerland, Germany, Spain and the United Kingdom.
Laura Fantoni is “Extrême world market manager” at the froneri headquarter. In order to help her to take decisions, there are “Extrême market managers” in each of the present countries.
Some Extrême ice-creams are marketed in all the countries; however, some are adapted to the home country.
Whether or not there is a change in the product, the targeted segment must still be measurable, accessible, substantial, differentiable and actionable.
For instance, the best seller of the brand, the flavor Vanilla is present in all the countries.
The chocolate flavor ice-cream has an adaptation of shape depending on the country.
However, some ice-cream flavors are exclusive to a specific country.
Not only the range of product differs from a country to another but also the communication. Indeed, each country has its culture, values, belief and language. Therefore, it is important that each country takes care of its own communication strategy.
We may wonder how has been the countries where Extrême is present been selected? And where it could be interesting for the brand to internationalize?
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