WALL'S

Introduction:
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.
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 rebranding 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 worlds 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
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.The decade starts with the launch of Path to Growth, a five-year
strategic plan, and in 2004 further sharpens its focus on the needs of 21st century-
consumers with its Vitality mission. Ice cream is made from milk, fat and sugar. These
are cooled as they are mixed, then whipped to create a light, airy texture. Flavourings,
fruit or chocolate are added then the whole mixture is frozen again before packaging.
Walls have been continuously adding new products to its range. As a result Walls has
registered a significant increase in its sale volume during the last ten years in Pakistan.

Mission Statement
“Unilever’s mission is to add vitality to life. We meet everyday needs for nutrition;
hygiene and
personal care with brands that help people feel good, look good and get more out of life.”

Wall's Polka Acquisition

In 1994 Lever Brothers Pakistan tried to acquire Polka Ice Cream for Rs 600 million.
Polka refused the bid, demanding instead Rs. 1 billion. One year after the launch of
Wall's Ice Cream by Lever Brothers in 1995, Polka approached Wall's with an offer to
merge the two companies. In 1998 Polka merged into Walls both combined with one and
other. After the merging they are working together for last 7 years. On Polka packaging
there is a brand mark of Walls ice cream. Wall’s has a 28% share in the ice cream
market; 25% of which comes from the take home range and 64% of the impulse range –
the highest in the entire industry.

Taste the fun side of life

Mention ice cream and most people think of the Heart brand. The brand with the big red
heart logo is behind many much-loved ice cream classics – from indulgent treats like
Magnum and Cornetto.

Making you happy

Few foods are guaranteed to put a smile on people's faces like ice cream. But while ice
cream
should always be fun, we've an ever-growing range of lower fat, lower sugar products.
Heart
brand now provides lighter versions for those watching the calories and smaller sizes for
smaller
appetites, as well old favorites – there's something for everyone
Some ice creams are best as an occasional indulgence, but others can be a regular treat,
and eaten
sensibly, ice cream can be part of a healthy balanced diet. Heart brand is developing
products
that are lower in fat, sugar-free, lactose-free, as well as low-crab options and those with
more
nutritional 'goodies' like calcium and fruit.
OBJECTIVES OF WALL'S
The objective of wall's as under: -
 To defend current Mkt. share
 Sale Growth.
 Customer satisfaction.
 Continue product modification and improvement effort to increasecustomer benefit
and reduce cost.
 Expand production capacity in advance of increasing demand to avoid stakeout.
 Develop a multiple line extension offering targeted to the need of several users
segment in the market.
 Meet and beat lower prices or heavier promotional efforts by competitors.
 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.

Key facts
• Unilever is the world's biggest ice cream manufacturer, with an annual turnover of €5
billion.
• Heart brand products are sold in more than 40 countries. The Heart brand operates
under different names in different markets (Wall's in the UK and most parts of Asia,
Algida in Italy, Langnese in Germany, Kibon in Brazil, and Ola in the Netherlands).
Ice cream is an impulse buying product it is related to happiness, fun and togetherness.
Ice cream is a frozen product made from a combination of milk products and eggs, sugar
dextrose corn syrup etc. It was once considered a sophisticated item of food is now
becoming increasingly popular among the people. There are small, medium and large
manufacturers of ice cream in Pakistan.
Walls have divided the ice-cream products into three main categories.
1. impulse item
2. In home
3. bulk pack

Impulse Item
Impulse items are produce especially for kids and teenagers.

KIDS:
It includes Rocket, Twister, Bigger Three, and Vanilla cup, Rainbow
Berry Dip and Choc Dip which are for kids.
SLOGAN: All Action All Wall’s

TEENAGERS:
It includes jet sport, Kings Kulfa , Mango Kings KulfaVanilla, and Choc Bar, Cornetto,
Pop cone,Chocolate Passion, Magnum, and Feast

SLOGAN:
All Hearts All Walls’.

IN HOME:
In home ice cream products are especially designed
For family and adults which includes liter and half liter packs also
Have half and full packs.
It includes Tutti Fruity, Cassatta, Kings Kulfa, Mango,
Chocolate chip and many more.

BULK PACK:
These are for dealers and hotels and Wall’s providing in large
Or big quantity in the form of big packs. Wall’s deal with
Pizza Hut, McDonalds, major shopping centers, stores, vendor.

Annual Growth Rate:

13.37% is annual growth rate of the wall’s company
And wall’s ice creams remain the best.

SWOT ANALYSIS
Strengths:
• Strong brand equity.
• Quality product
Larger dealers network
Country wide availability
• Production under Unilever brand is one of the biggest strength for company
• Innovative (using latest technology for the manufacturing of the ice cream and all
system is computerized)
• Unique innovative packing

Weaknesses:
• 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.
•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
• Product price high with respect to the competitor in some flavors

Opportunities:
• Range of the products can be increased especially for the kids
• Kids are the big opportunities for the company
• Increase in the population
• Unilever brand is the big opportunity for the Wall’s as it is well known internationally

Threats:
• 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

Selling Techniques:
1 - Let people know you sell ice cream
Show customers and passersby that you sell ice cream by displaying POS items such as
pavement signs, flags and waste bins outside your store. This may result in further
impulse buys, growing your overall business.

2 - Keep your cabinet clean and full

Only 50% of intended ice cream purchases result in a sale due to unappealing cabinets.
Check your stock regularly and clean and defrost your cabinet to attract more sales and
keep running costs down.

3 - Stock the best sellers

Stock the best selling brands in each of 4 segments – chocolate snacks, cones, adult
refreshment and kids – to make it easier for your customers to find what they want

4 - Make your cabinet easy to find

Place your cabinet in a high traffic flow area near to the till and ideally amongst other
impulse products.

5 - Draw attention to your cabinet

Use indoor POS items such as freezer display boards, basket labels and cabinet stickers to
make your cabinet stand out.

6 - Stock ice cream all your round

A third of all ice cream sales are made during the winter months, so stock up now and
don’t miss out.

Distribution:
one of the competitive advantage of WALL'S is its availabilty, which is ensured by
extensive distribution. The distribution of icecream is different from other products. To
keep it in a good form it must be chilled at appropriate temprature. For thid 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
retailer\distributors, which is distributed over entire channel. Pakistan is divided in three
major sections. These are as follows:

1) North
( Islamabad, Peshawar, Northren Areas)

2) Central
( Central Punjab and Lahore)
3) South
( Sindh and Balochistan)

Disribution Channel:
Distribution is making the product available but this availablity should ensure that
product must be:
1- At right place
2- At right time
3- In right condition
WALL'S have a hybrid distribution system. It reaches different customers with different
systems. WALL'S is using two types of ditribution channels, both are indirect channels.

Distributor
Retailer
Consumer

Security for Investment on

Total investment
Retailer Board for advertisement
required
the freezers Ice cream products

Others 15000 12-15,000 3000 30,000

WALL’S Nil 12-15,000 Nil 15,000

Promotional Strategies:
Promotional strategies of WALL’s ice-cream is consistent. It uses Pull strategy for
promoting its product because WALL’s spent a lot on advertising and consumer
promotion to build up consumer demand.

Promotional Budget
One of the hardest marketing decisions facing a company is how much to spend on
promotion. How des a company decide on its promotion budget:
WALL’s ice-cream uses Objective-and-Task Method to set its budget for promotional
activities. This budgeting method entails (1) defining specific promotion objectives, (2)
determining the tasks needed to achieve these objectives, and (3) estimating the cost of
performing these tasks. The sum of these costs is the proposed promotion budget.
Wall’s determine its specific tasks to achieve its objectives which are defined by the
company’s management, to achieve these objectives WALL’s estimates the costs of
different tasks, which are to be done to promote its products.

1. Promotional Objectives
Promotional objectives of the WALL’s ice-cream are as follows
Inform
Persuade
Remind
Companies inform the people when they don’t know about the product, persuasion takes
place when people already know about the product and company forces them to buy the
product and when companies is selling enough quantities of a product it reminds
consumers about the product to keep the sales at the same level in future.
Promotion is important for firms in many ways. It helps to establish image of product,
which the manufacture wants to portray, and also the personality of product. It informs
the people, creates awareness and helps in positioning and repositioning of the product.
With promotional tools company can tell about the availability of product, company can
justify prices or can communicate the features of the product. WALL’S is not promoting
its products individually because WALL’S believe that the high quality it is providing
through its products are more than sufficient to prove its identity. We believe that now
there is a need for WALL’S to promote its products separately as international
competition is coming as well.

2. Tasks
Selection of different promotional tools advertising and media schedules and what types
of message are delivered to the target audience. WALL’s uses Advertising and Sales
Promotion.

3. Cost/Budget
Estimated budget of WALL’s of promotion is Rs.2.5 million (est.)

Promotional Tools
1. ADVERTISEMENT
WALL’S is creating awareness about its new products such as supper Cornetto, Carte
DOR for this purpose it is using huge signboards on the major square of the cities and
more importantly both the print and electronic media for advertisement and for that it is
following AIDA model.
· Awareness
The WALL’S uses print and electronic media plus the signboards initially just to create
awareness and knowledge about its new product as these days it is giving A lot of adds of
both of its newly launched producs Super Cornetto.
· Interest:
As the public gets awareness of the produces of WALL’S the next step is to create
interest among the target buyers about the product which is again done through
advertisement.
· Desire:
The WALL’S create curiosity among the customers and transform that curiosity into the
desire of the product.
· Action:
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:
Inform
Persuade
Remind
Companies inform the people when they don’t know about the product, persuasion takes
place when people already know about the product and company forces them to buy the
product and when companies is selling enough quantities of a product it reminds
consumers about the product to keep the sales at the same level in future.
Promotion is important for firms in many ways. It helps to establish image of product,
which the manufacture wants to portray, and also the personality of product. It informs
the people, creates awareness and helps in positioning and repositioning of the product.
With promotional tools company can tell about the availability of product, company can
justify prices or can communicate the features of the product. WALL’S is not promoting
its products individually because WALL’S believe that the high quality it is providing
through its products are more than sufficient to prove its identity. We believe that now
there is a need for WALL’S to promote its products separately as international
competition is coming as well.
The theme of advertisement varies with the product image and positioning. But walls
follow the same theme internationally. The advertisements run on TV are made in foreign
countries. The objectives of advertising are the three basic ones which include informing,
persuading and reminding about different brands of walls.
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
· News papers
· Magazines
· Radio
· Banners
· Pamphlets
· Stands in shops
· Shop boards
· Sponsorships of pop stars, actors, models
· Event arrangements
· Bus Stop Board Ads
· Fun carnival carried out in different parks such as Racecourse Park

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. Like Solo for Rs.2 and Liter pack for Rs.45 was also to boost sales.

3- Discounts and Offerings:

Wall’s offered 5% discount in off-season.

4. Public Relations
For strengthening itself in relationship markets WALL’S is not only going for customer
satisfaction but also stressing upon building strong public relations. For example, under
the umbrella of Unilever, WALL’S has been trying to part in charity activities and also to
stay in front in national and religion events. For instance events like Valentines Day.
WALL’S uses such occasions to not only promote its sales but also to build strong public
relationships through sponsoring events on this day. Moreover, it has recently started
organizing colorful Fun Carnivals too, which is totally a family affair. This is just an
instance WALL’S tries to gain maximum of such opportunities.

1. Customers
Price discounts
Quantity discounts

2. Distributors
Shares 50% of the distributors' expenses
Off season discounts: 5%

3. Retailers
Free freezers to retailers
Investment on each retailer: Rs. 22,000
Free freezers’ maintenance

Hierarchy of Marketing Department (sales force)

National/Country marketing (sales) manager
　
Zonal sales manager
　
Area/territory sales manager
　
Sales officer

　 Our Suggestions:
With the above market analysis we have to give some suggestions to Wall's that they
must have to launch some sort of diet ice-cream because now a days people become
more concious about thier health and also become more calorie concious. So, Wall's
must have to do some advancements in this part of the ice-cream market. This will
eventually save their consumers, because they buy Hico for diet ice-cream. If they have
there
own diet ice-cream then there consumers will retain. Another thing is that they must have
to
maintain some stalls on big stores like metro, makro and hyperstar in which they arrange
some
games for childrens and give some prizes to the game winner in that way they can attract
more
children then making some advertisements. Another and the last suggestion is that Wall's
must
have to lesser thier promotional cost because Wall's spending a lot of money on
advertisemnets
through different mediums. When they lesser the promotional cost than the cost per unit
will also
decrease and the effect is that those customers of wall's who are switching due to slightly
high
cost will be retained.

REFERENCES

1. www.wallspakistan.com

2. www.unilever.com

3. www.yummy.com.pk

4. www.unilver.co.uk

5. www.walls.co.uk

6. www.yahoo.com

7. www.google.com