Walls Sbu of Unilever
Walls Sbu of Unilever
Walls Sbu of Unilever
Brand Slogan:
Brand Image:
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WALL’S SBU OF UNILEVER
SUBMITTED TO:
SIR USMAN
SUBMITTED BY
HAMZA ZAFAR F14-28
Qaswar Ali F14-25
Husnain Abid F14-39 UNIVERSITY OF
SAIF-UL- FAROOQ F14-13
ZAIN-UL-ABIDEEN F14-42
THE PUNJAB
JHELUM CAMPUS
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Executive Summary
In the branded ice cream WALL’s is at the top a huge market share of 85%. The
remaining companies are far behind in this race with single digit sector.
Walls have a share of 22% of the intervention ice cream market and in Pakistan it
is 40% of total market.
Walls its launch in Lahore and Karachi in 1995 and then in 1986 in Islamabad
walls entered the market with solid expertise in manufacturing hundred ice cream.
Polka’s strong brand equity in tubs and other take home packs, made it ripe for the
picking, leading to the competition of the legal merger between polka and lowers
in 1996.
With the highest spending on promotion in the industry walls accepted the
challenge of creating the ice cream culture and in this regard walls be claiming
considerable success.
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Dedication:
We dedicate this project to our parents and teachers who are the source of motivation and
inspiration throughout our studies. It is also dedicated to our mothers, who taught us that even
Acknowledgement:
All praise is to ALLAH ALMIGHTY, for giving us knowledge, insight, devotion and strength to
accomplish this task. We immensely thankful to all the teachers and friends who helped me to
complete the project. Big thank we address to our Teacher Sir Usman because
without her guide our project cannot be done properly like this. He always give us supports and
guide to us how to do our Project. Topic that been chosen by our group are
regarding Unilever. In the end I would like to thank all of my friends and family members for
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Introduction of Unilever…
The Unilever Pakistan Limited (UPL), formerly Lever Brothers Pakistan Limited was established
in Pakistan in 1948. The town of Rahim Yar Khan was the site chosen for setting up a vegetable
oil factory. Unilever Pakistan is the largest fast-moving consumer goods (FMCG) company in
Pakistan, as well as one of the largest multinationals operating in the country. Now operating six
factories at different locations around the country. The Unilever's head office was shifted
to Karachi from the Rahim Yar Khan site in the mid 1960s
Unilever is one of the biggest brands in Pakistan and 56 other brands are registered under
Unilever brand. "Meeting the everyday needs of people everywhere". It is the world number 1 in
ice-cream, margarine, and tea-based beverages; also in personal wash, prestige fragrances and
deodorants. Unilever's packaged foods business is the world's third largest after Nestle and Kraft.
Yet at the same time, the group has pruned its portfolio by 75%, disposing of some regional
products and re branding others in order to concentrate on a smaller roster of global power
brands. Advertising Age estimated global measured advertising expenditure of $3.5bn in 2004
making Unilever the world’s number 3 advertisers.
Founded 1930
Employees 350,000
Sales $25.3 Billion
Profits $982 Million
Headquarters London, England and Rotterdam the Netherlands
3d-largest company in Britain
World’s largest margarine producer
World’s largest soap and detergent maker
World’s largest maker of packaged tea
World’s largest ice cream maker
World’s 3rd-largest advertiser
World’s 16th –largest industrial company
Rank World’s largest consumer Products Company
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A global business
On any given day, two billion people use Unilever products to look good, feel good and get more
out of life.
Unilever is one of the world's leading food companies. “Our passion for understanding what
people want and need from their food - and what they love about it - makes our brands a popular
choice”.
In the late 19th century the businesses that would later become Unilever were among the most
philanthropic of their time. They set up projects to improve the lot of their workers and created
products with a positive social impact, making hygiene and personal care commonplace and
improving nutrition through adding vitamins to foods that were already daily staples
History of Unilever
Unilever's corporate vision – helping people to look good, feel good and get more out of life –
shows how clearly the business understands 21st century-consumers and their lives. But the spirit
of this mission forms a thread that runs throughout our history.
In the 1890s, William Husked Lever, founder of Lever Bros, wrote down his ideas for Sunlight
Soap – his revolutionary new product that helped popularize cleanliness and hygiene in Victorian
England.
It was 'to make cleanliness commonplace; to lessen work for women; to foster health and
contribute to personal attractiveness, that life may be more enjoyable and rewarding for the
people who use our products'.
This was long before the phrase 'Corporate Mission' had been invented, but these ideas have
stayed at the heart of our business. Even if their language – and the notion of only women doing
housework – has become outdated.
Follow our time line to find out more about our history that now crosses three centuries.
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1950 – 1959 From the late 40s into the 50s the development of new mass markets for consumer
goods - including Africa and Asia - provide opportunities for expansion.
1960 – 1969 The 1960s brings optimism and new ideas as the world economy expands and
standards of living continue to rise.
1970 – 1979 During the 1970s, hard economic conditions – including high inflation in the wake
of the 1973 oil crisis – leads to flat sales.
1980 – 1989 At the start of the 1980s, Unilever is the world's 26th largest business.
1990 – 1999 The new business focus continues with the number of categories in which Unilever
competes cut from over 50 to just 13 by the end of the decade.
2000 – 2009 The 2000s have been a period of great transformation for Unilever, seeing
significant organizational change and the launch of The Compass, our strategy to achieve
significant growth while minimizing our impact on the environment.
2010 – Present Unilever builds on its corporate responsibility credentials by entering the new
decade with a new strategy: The Compass.
Wall’s was bought by Mac fisheries in 1920 – who then sold Wall’s to Lever Brothers in 1922.In
1922 by the 1950s, wartime rationing produced a big appetite for ice cream – sales reached£46
million by 1959 and Wall’s opened a large ice cream factory in Gloucester. Supermarkets began
to stock ice creams in addition to small high street shops. Market research in the 1970s showed
that practically everyone loved ice cream. Wall’s ice cream started production. Wall’s ice cream
introduced in 1995 in Pakistan under unilever brand.
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History
Wall’s was founded in 1786 by Richard Wall, when he opened a butcher’s stall in St James’s
Market, London.
In the 1900s the business was led by Richard’s grandson Thomas Wall II. Every year the
company had to lay off staff in the summer as demand for its sausages, pies and meat fell, so in
1913 Thomas Wall II conceived the idea of making ice cream in the summer to avoid those lay-
offs, the First World War meant that his idea was not implemented until 1922. By that time the
business had been jointly bought by Lever Brothers and Margarine Unite. Maxwell Holt was put
in charge and he revived the idea of producing ice cream, with near instant success. Ice cream
production commenced in 1922 at a factory in Acton, London. In 1959, Wall's doubled capacity
by opening a purpose built ice cream factory in Gloucester, England.
IHI is a recognized innovator, convener, and generous leader, a trustworthy partner, and the first place to
turn for expertise, help, and encouragement for anyone, anywhere who wants to change health care
profoundly for the better.
Mission Statement
“Unilever’s mission is to add vitality to life. We meet every day needs for nutrition; hygiene and
personal care with brands that help people feel good, look good and get more out of life.”
OBJECTIVES OF WALL'S
The objective of wall's as under: -
1. To defend current Mkt. Share
2. Sale Growth.
3. Customer satisfaction.
4. Continue product modification and improvement effort to increase customer benefit and
reduce cost.
5. Expand production capacity in advance of increasing demand to avoid stakeout.
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6. Develop a multiple line extension offering targeted to the need of several users
segmenting the market.
7. Meet and beat lower prices or heavier promotional efforts by competitors.
8. Increase satisfaction, loyalty, and repurchase among current customers by building on
existing strengths apple to late adopters with same attribute and same benefit offered to
early adopters.
Geographical Hierarchy
WALL’S have segmented its market in four sections in Pakistan such as South, which is Karachi
to Sadqabad and then Central from Sadqabad to Gujrawala and then North from Gujrawala to
upside country.
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Departmental Hierarchy
Asad Malik
Brand manager of walls
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Employees
Centralization in Unilever Walls order to the employees given by top
manager
Market Segmentation
CHARACTERISTICS OF THE MARKET few of the characteristics upon which the market has
been segmented are discussed below:
GEOGRAPHIC
WALL’S have segmented its market in four sections in Pakistan such as South, which is
Karachi to Sadqabad and then Central from Sadqabad to Gujranwala and then North
from Gujranwala to upside country.
DEMOGRAPHIC
Demographic variables of WALL’S target market are mostly age and income based.
WALL’S have created many sorts of ice creams to cater all age groups. The most
popular ice creams amongst kids are Paddle pop, in teenagers Cornetto and Magnum,
commercial packs are popular in families as whole. WALL’S cater both females and
males in the society. If we consider the income segmentation, WALL’S is targeting
upper, middle, and lower middle income levels.
PSYCHOGRAPHIC
The psycho graphic segmenting is done on the basis of the taste and health conscious
consumer. WALL’S targeted its market by creating an image of high quality and
hygienic products. WALL’S was for “anyone, anywhere and at any time”, this very well
explains psychographic characteristic of WALL’S consumer.
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2. UPPER-MIDDLE CLASS
This class includes people with moderate kind of income. You can neither put them in free hand
category nor very less purchasing power category. These people normally take the taste and
affordability both into consideration.
3. LOWER-MIDDLE CLASS
These are the people with very little income to spend. These people usually prefer the low price
and economy than taste and preferences.
2. TEENAGERS
Teenagers don’t have any specific taste and preferences. New products and new ideas always
attract them. But they have a limited product and they have to maintain their expenditure with in
that.
3. KIDS
Kids normally do not have a great know-how of the taste rather they are psychologically
attracted towards the product. They are not concerned with the taste of ice cream and they just
want ice cream. As they are dependent and cannot spend money themselves, so their parents
mostly just provide them with an economical ice cream, not any specialized ice cream as it is not
demanded.
2. MIDDLECLASS
Mostly sticks to the traditional products and are price conscious and care for their taste and
preferences to some extent.
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TARGET MARKET
It is the process of evaluating each market segments attractiveness and selecting one or more
segments to enter. Sometime companies are able to target every segment, because they are
financially strong and they can arrange vast product line.
Walls have been introduce different verities with different pricing of which some of are has high
price that can only attract high income group and wall’s has also different brands with low price
which can be easily purchase by low-income groups.
BCG ANALYSIS
Question Mark:
Products with low share of a high-growth market
Star:
Products with high share of a high-growth market
Cash Cow:
Products with high share of a low-growth market.
Dog:
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Products with low share of a low-growth market.
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SWOT ANALYSIS
Strengths:
i. Strong brand equity.
ii. Quality product
iii. Larger dealer’s network
iv. Country wide availability
v. Production under Unilever brand is one of the biggest strength for company
vi. Innovative (using latest technology for the manufacturing of the ice cream and all
systemic computerized)
vii. Unique innovative packing
Weaknesses:
i. Perception about the company is that it is specially made for high class consumers. This
perception is affecting company image although Wall’s is making ice cream for every
class and they have those products which are ranging from 5 to 30 which can be
affordable for the poor people.
ii. Weather barrier is also the factor which is affecting the production of the ice cream and
can be taken as a weakness for the Wall’s
iii. Product price high with respect to the competitor in some flavors
Opportunities:
i. Range of the products can be increased especially for the kids
ii. Kids are the big opportunities for the company
iii. Increase in the population
iv. Unilever brand is the big opportunity for the Wall’s as it is well known internationally
Threats:
i. If any multinational company launch ice-cream product then it will be a big threat for the
company but up till now company is not facing any kind of threat.
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Competitors Analysis
There are major steps in an analysis of competitors after identifying the present and potential
close rivals. The analysis consist of examine objectives strategy performance, strength and
weaknesses and then predicting the feature behavior of each, including the likelihood that each
will change its strategy and how it will respond to move make by other.
↓
Competitor’s strategies
↓
Competitor’s success
↓
Competitor’s strength and weakness
↓
Competitor’s future behavior
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Who are competitors?
There exist some competitors of walls in market, namely
Omore ice cream
Pearl ice cream
Hico ice cream
igloo ice cream
PEST Analysis
Political:
The political condition of Pakistan is highly uncertain and unstable but from few years we have
seen some consistency in government policies which encourage the foreign investors to
invest in Pakistan.
Economical:
There is a great boom of manufacturing varieties of ice cream and great demand from
the people for new flavors. New shapes in ice cream style or stylish ice cream are attracting
big population of Pakistan for the new style and shape walls are using computerized system
for manufacturing hygienic products. High machinery is placed in main manufacturing units of walls.
This technology is growing day by day which is affecting the manufacturing of ice-cream and publicity of
company. Walls are affordable and easy to eat with great taste.
Social:
Most of the population of the Pakistan belongs to middle class who are potential customers of
our product. So the scope of the company is high. On cultural festival wall’s offering special offers on ice
cream. Lucky draw, coupon scheme included in such offers by the walls. They also have a big part in
cultural promo which reflects the culture of Pakistan.
Technological:
There is a great boom of manufacturing varieties of ice cream and great demand from
the people for new flavors. New shapes in ice cream style or stylish ice cream are attracting
big population of Pakistan for the new style and shape walls are using computerized system
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for manufacturing hygienic products. High machinery is placed in main manufacturing units of walls.
This technology is growing day by day which is affecting the manufacturing of ice cream and publicity of
company. Walls are affordable and easy to eat with great taste.
PRODUCT
Wall's is a consumer product with a very long range of ice cream brands. Which are shown in the
annexed table.
Products Flavor
Cornetto Mango, classico, strawberry
Mangum Mango
Feast Choculate,kulfa
Split Mango,strawberry
Solo Mango,kola,Raspberry
Mini milk Samar,kulfa
Paddle poop Banana,Rainbow,chocolate,Fudge
Fruiti …………………………………….
Top ten …………………………………….
Star cup Vanilla,mango slash,Chocolate,strawberry
Family pack 1litter Mango,chocolate
Wall's has introduce a lot of brands with different flavors, the customers has so
many options to select the brand according to their taste. This creates g ood image in
the mind of the customer which resulting the customer loyalty about the Product.
PERISHIBILITY
· Required Temp: -18°C.
· Expiry: 10 months.
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4.Decline
A product life cycle consists of the aggregate demand for all brands comprising a generic
product category. A Company's marketing success can be affected considerably by its ability to
understand and manage the life cycles of its products. Management must recognize what part of
the life cycle its product is in an any given time. The competitive environment and resultant
marketing strategy ordinarily will differ depending on the stage.
Introduction Stage
The introduction stage is very crucial stage, because if the product is not launched properly it
will not be able to survive in the market for long. In introductory stage the prices are normally
high because normally innovators adopt it and they are not price conscious. Wall's also adopt this
pricing strategies.
GROWTH
In the growth, both sale and profit rises, often at a rapid rate. Competitors enter in the market in
large number, if the profit outlook is particularly attractive. Number of distribution outlet
increases, pricing may come down a bit. Typically, profits starts to decline near the end of
Growth stage.
MATURITY
During the first part of this period sales continue to increase, but at a decreasing rate. Marginal
producers are forced to drop out of the market. Price competition intensifies.
DECLINE
After maturity stage the product start to decline, It is very important stage for the product to
survive in the market. The company should take steps to add new features in their existing
product.
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Product Development Stages
Introduction
During the first stage of a product's life cycle, It is launched in to the marketing a full-
scale promotion and marketing program. The entire product may be new, or the basic product may be
well known but have a new feature of accessory that is in the introductory stage. There are a high
percentage of product failures in this stage. Operations in the introductory period are
characterized by high costs, low sales volume, net losses, and limited
distribution. However for really new products, there is very little direct competition.
Introduction Stage
The introduction stage is very crucial stage, because if the product is not launched
properly it will not be able to survive in the market for long. In introductory stage the prices are normally
high because normally innovators adopt it and they are not price conscious. Walls also adopt this pricing
strategies.
GROWTH
In the growth, both sale and profit rises, often at a rapid rate. Competitors enter in the market
in large number, if the profit outlook is particularly attractive. Number of distribution outlet increases,
pricing may come down a bit. Typically, profits starts to decline near the end of Growth stage.
MATURITY During the first part of this period sales continue to increase, but at a
decreasing rate. Marginal producers are forced to drop out of the market. Price competition intensifies.
DECLINE
After maturity stage the product start to decline, it is very important stage for the product to
survive in the market. The company should take steps to add new features in their existing product.
Pricing
Introduction:
"Price" is one of the most important "P" of the marketing Mix. Pricing is important because it is
a reward to the company and must be in hand to complete the other three "P" of the marketing
Mix. The pricing of the goods and services performs a key strategic role in many firms because
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of the deregulation intense global competition, slow growth in many markets and the
opportunities for firms to strengthen market position. Pricing decision is very important because
the survival of a company in the market depends upon pricing decision. Pricing strategy depends
on pricing objectives.
Pricing Objectives
Companies use their price strategies to achieve one or many of the several objectives. They may
price for results (sales, market share, and profit) for market penetration or positioning. Pricing
objectives may be,
Sales volume
Profit
Market growth
Pricing objective of Wall's are market growth, sales volume and also making profit. To achieve
these objectives Wall's often add new features in the product and also decrease its price.
Pricing strategies
there are two main strategies for pricing, which the companies adopt.
Market-skimming Pricing
market-penetration Pricing.
Distribution
One of the competitive advantages of WALL’S is its availability, which is ensured by extensive
distribution. The distribution of ice cream is different from other products. To keep it in a good
form it must be chilled at appropriate temperature. For this purpose deep freezers are used, which
are provided by the company. However, the running costs are to be paid by the retailer. For this
purpose walls gives a margin of 18% to its retailers\distributors, which is distributed over entire
channel. Pakistan is divided in three major sections. These are as follows:
1) North
(Islamabad, Peshawar and Northern areas)
2) Central
(Lahore and Central Punjab)
3) South
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(Sindh and Baluchistan)
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Finally to make the customer purchase the product this is the final thing to be done in model. The
WALL’S follows a sequential pattern through which it strengthens its newly launched products.
Or to put in another way, the concept can be very well understood with the help of the above
given building blocks:
WALL’S have used all sorts of mediums of mass communication and one to one bases. The
mediums used in WALL’S promotional activities are:
TV
Billboards
Newspapers
Magazines
Radio
Banners
Pamphlets
Stands in shops
Shop boards’
Sponsorships of pop stars, actors, models
Event arrangements
Bus Stop Board Ads
2. SALES PROMOTION
WALL’S has been going a number of sales promotion activities like the:
1- Cycling System:
WALL’S started its cycling system for awareness but after that its task was modified into doing
sales promotions for the company. And also cycling system has proved excellent in terms of
sales and promotion.
2- Discount Coupons:
WALL’S launches very low price products for the purpose of both market expansion and sales
promotion.
3- Discounts and Offerings:
Wall’s offered 5% discount in off-season.
Problems
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Since being founded by Thomas Wall in 1913, Walls has always been an innovative company that
possessed the ability to adapt quickly though two world wars, the Great Depression, and changing
consumers’ tastes. But soon after the company decided on a radical make-over that re-positioned their
line of ice cream products from its traditional persona to something cool and trendy, Walls realized that it
needed Synectics world’s help to complete the transformation.
Problems
There has been a lot of changes in minds and eyes of the consumer about wall’s ice cream that it
is not an ice cream rather a dessert, on the mere fact that it is not made up of dairy milk. The
local players in the market are talking out the best of this negative perception of the consumer.
Another underlying fact is that the price charged by wall’s have gone up in the previous year and
some new local players have entered due to which wall’s is facing fierce market challenges. The
main focus of this study will be the in-home category since this category not only competes with
other ice cream brands but also “Kulfi, Gol Common on occasions. Wall’s in-home category is
positioned as the family tradition of Pakistan and wall’s has recently launched the pure Punjabi
traditional ice cream flavor which is “Badami”. It’s a good sign that wall’s is changing the
perception of consumers by advertise this flavor vastly to acquire the local villagers and as well
as literate citizens of Pakistan.
Distribution problem:
In the stage of distribution of product walls bear high level of expense. Because its product
have very short expiry time.
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In the end we are going to give some recommendation to Wall's that how they can
increase their sales and gain maximum profit.
• There is a gap in the market for Diet Ice Cream. Walls should introduce
it because they are financially strong company. Through this they can capture big
market of the people who are health conscious.
•Wall's should increase its distribution area and should goes in that area where
Wall's is not available.
Pakistan. There are many competitors in the market. After the analysis this company is the
number one ice cream company in Pakistan. This company is the project of Unilever they sold
is one of the biggest brands in Pakistan and 56 other brands are registered
products daily all over the world. It is just because of development and usage of
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