Walls Ice Cream TABLE OF CONTENTS

S.NO 1 2 " % , / 1 2 13 11 12 1" 1% 1, 1Executive Summary Overview of the Com a!y #i$tory of the Com a!y &ar'eti!( O)*ective$ a!+ Strate(ie$ &ar'eti!( &ix E!viro!me!ta. Factor$ S0OT A!a.y$i$ Pro+uct C.a$$ificatio! Pro+uct Li!e a!+ &ix Pro+uct Life Cyc.e Bra!+ Po$itio!i!( a!+ Strate(y Cha!!e. of +i$tri)utio! &ar'et Se(me!tatio! Promotio! &ix Strate(ie$ A+verti$i!( 4ecomme!+atio!$ TOPICS PAGES

Walls Ice Cream

ACKNOWLEDGEMENT
Fir$t of a.. tha!'$ to ALLA# A.mi(hty for (ivi!( u$ $tre!(th a!+ coura(e to come u with $uch ta$'$. The! $ ecia. tha!'$ to &umta5 Ahme+ 6ha! for her e!+.e$$ $u ort a!+ he. 7 without which comi!( u thi$ re ort wou.+ have )ee! !ext to im o$$i).e. She (ave u$ $uch i!formative ro*ect to e!ha!ce our ca a)i.itie$ a!+ tha!'$ for her i+ea$ a!+ co!ce t$ that he. u$ to +o thi$ ro*ect $ucce$$fu..y. The! .a$t )ut !ot the .ea$t we wou.+ .i'e to tha!' our c.a$$ mate$ a!+ other frie!+$ who were very co8o erative with u$ throu(hout thi$ re ort a!+ $eme$ter.

LEVER BROTHERS

Walls Ice Cream

AN OVERVIEW OF THE COMPANY

Lever Brother$ i$ o!e of the mo$t i!ter!atio!a. com a!ie$ i! the wor.+. The !um)er of ro+uct$ i! two mai! cate(orie$7 Foo+$ a!+ #ome a!+ Per$o!a. Care i! va$t. It $e..$ over a thou$a!+ )ra!+$7 ma!y of which are mar'et .ea+er$888 i! a cou!try7 i! a (eo(ra hic re(io! or i! the wor.+. The $a.e$ (e!erate+ )y it$ )ra!+$ ut the com a!y amo!( the to i!+u$tria. com a!ie$ i! the wor.+. Co!$e9ue!t.y it ha$ the fi!a!cia. $tre!(th to fu!+ the i!ve$tme!t i! !ew mar'et$ a!+ the +eve.o me!t of exi$ti!( )u$i!e$$e$ that +rive it$ (rowth. Lever Brother$ i$ $ucce$$fu. )ecau$e co!$umer$ have .ear!e+ that they ca! re.y o! the 9ua.ity7 efficie!cy a!+ $afety of it$ ro+uct$. It$ care for cu$tomer$ a!+ co!$umer$ are ref.ecte+ !ot o!.y i! the ro+uct$ it rovi+e$7 )ut a.$o i! the way it rovi+e$ them. For exam .e7 it )e.ieve$ that a fu!+ame!ta. art of )ei!( $ucce$$fu. i$ havi!( a $ou!+ e!viro!me!ta. o.icy. Thi$ i$ i!crea$i!(.y ex re$$e+ i! the way it +e$i(!$ a!+ ma'e$ it$ ro+uct$.

GLOBALIZATION INTERNATIONAL IN A LOCAL WAY

Lever Brother$ +e$cri)e$ it$e.f a$ :i!ter!atio!a.;7 !ot :(.o)a.;7 )ecau$e it +oe$ !ot attem t to e!ter a.. mar'et$ with $ame ro+uct. #a.f of )u$i!e$$ i$ foo+7 where it i$ ofte! e$$e!tia. to ta'e a .oca. view. O!.y a few ro+uct$ 8 .i'e ice cream7 tea a!+ o.ive oi. 888$ucce$$fu..y cro$$ !atio!a. or re(io!a. )or+er$. Simi.ar.y7 i! +eter(e!t$7 the formu.atio!7 $e..$ i! South Africa wi.. +iffer from the o!e i! Fra!ce7 )ecau$e wa$hi!( ha)it$< machi!e$7 c.othe$ a!+ water 9ua.ity are a.. +iffere!t. Per$o!a. wa$h ro+uct$7 o! the other ha!+7 !ee+ to vary .e$$7 $o there are $tro!( i!ter!atio!a. )ra!+$ .i'e Lux a!+ =ove. The ortfo.io i!c.u+e$ a )a.a!ce mix of .oca.7 re(io!a. a!+ i!ter!atio!a. )ra!+$7 which ta'e accou!t of the +iffere!ce$ a$ we.. a$ the $imi.aritie$ i! the co!$umer !ee+$. There i$ a commo! a roach to $afety $ta!+ar+$ a!+ er$o!a. o.icie$7 whatever the cou!try. I! co!tra$t7 it$ atte!tio! to cu$tomer$ a!+ co!$umer$ are ex .icit.y .oca.. Co!$e9ue!t.y7 i!!ovatio! ca! ha e! everywhere7 !ot *u$t at the ce!ter. Some of the$e i!itiative$ .ater trave. the wor.+> for exam .e7 &a(!um ice cream came from ?erma!y7 whi.e Or(a!ic $ham oo wa$ +eve.o e+ i! Fra!ce a!+ Thai.a!+.

FAST GROWTH IN EMERGING MARKETS

Walls Ice Cream

?e!erati!( (rowth i! +eve.o i!( a!+ emer(i!( mar'et$ i$ a 'ey )u$i!e$$ riority for Lever Brother$. Their $ e!+i!( ower i$ $et t o overta'e that i! a+va!ce+ i!+u$tria. cou!trie$ withi! the !ext te! year$. It a.rea+y ha$ a $tro!( re$e!ce i! +eve.o i!( a!+ emer(i!( mar'et$. It rovi+e$ )a$ic ro+uct$7 which are the fir$t urcha$e$ whe! eco!omie$ $tart to +eve.o < it rovi+e$ .ow8u!it8 rice+ co!ve!ie!ce ro+uct$7 which are mo$t i! +ema!+ whe! i!come$ )e(i! to ri$e< a!+ it rovi+e$ more $o hi$ticate+ ro+uct7 which $ati$fy (rowi!( a$ iratio!$. Provi+i!( the ri(ht ro+uct at the ri(ht time i$ the 'ey to $ucce$$fu. i!tro+uctio!$.

CORPORATE PROFILE
Lever Brother$ Pa'i$ta! Limite+ @LBPLA i$ the .ar(e$t fa$t movi!( co!$umer ro+uct$ com a!y i! Pa'i$ta!. It i$ e!(a(e+ i! the ma!ufacture a!+ mar'eti!( of foo+7 )evera(e$ a!+ +eter(e!t$ B er$o!a. ro+uct$ a!+ ho.+$ mar'et .ea+er$hi o$itio! i! tea a!+ ice cream )u$i!e$$. The Com a!y mer(e+ with Li to! i! 1212 a!+ Broo'e Bo!+ i! 122/. Lever Brother$ )ecame the .ar(e$t ice8cream ma!ufacturer$ i! Pa'i$ta! throu(h a! ama.(amatio! with Po.'a i! &ay 1222. The$e ac9ui$itio!$ have further $tre!(the!e+ the rura. +i$tri)utio! !etwor' of LBPL.

REVENUE STREAMS
The com a!yC$ reve!ue $tream$ are re orte+ u!+er three hea+$> foo+$7 )evera(e$7 a!+ +eter(e!t$ @i!c.u+i!( er$o!a.8care ro+uct$A. The foo+$ (rou cover$ )ra!+ !ame$C=a.+a Ba!a$ atiC a!+ CP.a!taC coo'i!( oi.7 a!+ C0a..$C a!+ CPo.'aC icecream. The )evera(e$ (rou cover$ )ra!+ !ame$ CLi to!C a!+ CBroo'e Bo!+ Su ermeC tea. The +eter(e!t cover$ CSurfC a!+ CDimC. Per$o!a. care ro+uct$ i!c.u+e CLuxC7 CLife)ouyC $oa a!+ CSu!$i.'C $ham oo. No matter who you are7 or where i! the wor.+ you are7 the cha!ce$ are that our ro+uct$ are a fami.iar art of your +ai.y routi!e. Every +ay7 arou!+ the wor.+7 eo .e reach for E!i.ever ro+uct$.

Walls Ice Cream HISTORY OF UNILEVER

E!i.everC$ cor orate mi$$io! F to a++ vita.ity to .ife F $how$ how c.ear.y the )u$i!e$$ u!+er$ta!+$ 21$t ce!tury8co!$umer$ a!+ their .ive$. But the $ irit of thi$ mi$$io! form$ a threa+ that ru!$ throu(hout our hi$tory.

Help !" pe#ple "e$ m#re #%$ #& l &e

I! the 1123$7 0i..iam #e$'eth Lever7 fou!+er of Lever Bro$7 wrote +ow! hi$ i+ea$ for Su!.i(ht Soa F hi$ revo.utio!ary !ew ro+uct that he. e+ o u.ari$e c.ea!.i!e$$ a!+ hy(ie!e i! Dictoria! E!(.a!+. It wa$ Cto ma'e c.ea!.i!e$$ commo! .ace< to .e$$e! wor' for wome!< to fo$ter hea.th a!+ co!tri)ute to er$o!a. attractive!e$$7 that .ife may )e more e!*oya).e a!+ rewar+i!( for the eo .e who u$e our ro+uct$C. Thi$ wa$ .o!( )efore the hra$e CCor orate &i$$io!C ha+ )ee! i!ve!te+7 )ut the$e i+ea$ have $taye+ at the heart of our )u$i!e$$. Eve! if their .a!(ua(e 8 a!+ the !otio! of o!.y wome! +oi!( hou$ewor' F ha$ )ecome out+ate+. I! a hi$tory that !ow cro$$e$ three ce!turie$7 E!i.everC$ $ucce$$ ha$ )ee! i!f.ue!ce+ )y the ma*or eve!t$ of the +ay F eco!omic )oom7 +e re$$io!7 wor.+ war$7 cha!(i!( co!$umer .ife$ty.e$ a!+ a+va!ce$ i! tech!o.o(y. A!+ throu(hout weCve create+ ro+uct$

Walls Ice Cream

that he. eo .e (et more out of .ife F cutti!( the time $ e!t o! hou$eho.+ chore$7 im rovi!( !utritio!7 e!a).i!( eo .e to e!*oy foo+ a!+ ta'e care of their home$7 their c.othe$ a!+ them$e.ve$.

The fir$t ice cream )icyc.e$ i! Lo!+o! were u$e+ )y 0a..$ i! Lo!+o! i! a)out 122". Ceci. 4o++ of 0a..$ came u with the $.o(a! GSto &e a!+ Buy O!eG after hi$ ex erime!t$ with +oor$te $e..i!( i! Lo!+o!. I! 122% they ex a!+e+ the )u$i!e$$7 $etti!( u !ew ma!ufacturi!( faci.itie$ a!+ or+eri!( ,3 !ew tricyc.e$. Sa.e$ i! 122% were H1"7/127 i! 122/ H%%%7333. =uri!( the war year$ @12"28%,A ma!ufacture of ice cream wa$ $evere.y curtai.e+7 a!+ the tricyc.e$ re9ui$itio!e+ for u$e at mi.itary i!$ta..atio!$. I! Octo)er 12%/ 0a..$ $o.+ "7"33 tricyc.e$ a!+ i!ve$te+ i! free5er$ for $ho $.

Walls Ice Cream TIMELINE 19th century

A.thou(h E!i.ever wa$!Ct forme+ u!ti. 12"37 the com a!ie$ that *oi!e+ force$ to create the )u$i!e$$ we '!ow to+ay were a.rea+y we.. e$ta).i$he+ )efore the $tart of the 23th ce!tury. E!i.everC$ fou!+i!( com a!ie$ ro+uce+ ro+uct$ ma+e of oi.$ a!+ fat$7 1900s ri!ci a..y $oa a!+ mar(ari!e. At the )e(i!!i!( of the 23th ce!tury their ex a!$io! !ear.y out$tri $ the $u .y of raw materia.$. Tou(h eco!omic co!+itio!$ a!+ the Fir$t 0or.+ 0ar ma'e tra+i!( 1910s +ifficu.t for everyo!e7 $o ma!y )u$i!e$$e$ form tra+e a$$ociatio!$ to rotect their $hare+ i!tere$t$. 0ith )u$i!e$$e$ ex a!+i!( fa$t7 com a!ie$ $et u !e(otiatio!$ i!te!+i!( 1920s to $to other$ ro+uci!( the $ame ty e$ of ro+uct$. But i!$tea+ they a(ree to mer(e 8 a!+ $o E!i.ever i$ create+. E!i.everC$ fir$t +eca+e i$ !o ea$y ri+e> it $tart$ with the ?reat =e re$$io! 1930s a!+ e!+$ with the Seco!+ 0or.+ 0ar. But whi.e the )u$i!e$$ ratio!a.i5e$ o eratio!$7 it a.$o co!ti!ue$ to +iver$ify. E!i.everC$ o eratio!$ arou!+ the wor.+ )e(i! to fra(me!t7 )ut the )u$i!e$$ 1940s co!ti!ue$ to ex a!+ further i!to the foo+$ mar'et a!+ i!crea$e i!ve$tme!t i! re$earch a!+ +eve.o me!t. Bu$i!e$$ )oom$ a$ !ew tech!o.o(y a!+ the Euro ea! Eco!omic 1950s Commu!ity .ea+ to ri$i!( $ta!+ar+$ of .ivi!( i! the 0e$t7 whi.e !ew mar'et$ o e! u i! emer(i!( eco!omie$ arou!+ the (.o)e. A$ the wor.+ eco!omy ex a!+$7 $o +oe$ E!i.ever a!+ it $et$ a)out 1960s +eve.o i!( !ew ro+uct$7 e!teri!( !ew mar'et$ a!+ ru!!i!( a hi(h.y am)itiou$ ac9ui$itio! ro(ramme+. #ar+ eco!omic co!+itio!$ a!+ hi(h i!f.atio! ma'e the C/3$ a tou(h time 1970s for everyo!e7 )ut thi!($ are articu.ar.y +ifficu.t i! the Fa$t &ovi!( Co!$umer ?oo+$ @F&C?A $ector a$ the )i( retai.er$ $tart to f.ex their mu$c.e$. E!i.ever i$ !ow o!e of the wor.+C$ )i((e$t com a!ie$7 )ut ta'e$ the 1980s +eci$io! to focu$ it$ ortfo.io7 a!+ ratio!a.i5e it$ )u$i!e$$e$ to focu$ o! core ro+uct$ a!+ )ra!+$. The )u$i!e$$ ex a!+$ i!to Ce!tra. a!+ Ea$ter! Euro e a!+ further 1990s $har e!$ it$ focu$ o! fewer ro+uct cate(orie$7 .ea+i!( to the $a.e or with+rawa. of two8thir+$ of it$ )ra!+$. The 21stThe +eca+e $tart$ with the .au!ch of Path to ?rowth7 a five8year $trate(ic .a!7 a!+ i! 233% further $har e!$ it$ focu$ o! the !ee+$ of 21$t ce!tury8 century co!$umer$ with it$ Dita.ity mi$$io!.

Walls Ice Cream UNILEVER TO'AY

Our )ra!+$ are tru$te+ everywhere a!+7 )y .i$te!i!( to the eo .e who )uy them7 weCve (row! i!to o!e of the wor.+C$ mo$t $ucce$$fu. co!$umer (oo+$ com a!ie$. I! fact7 1,3 mi..io! time$ a +ay7 $omeo!e $omewhere choo$e$ a E!i.ever ro+uct. Loo' i! your fri+(e7 or o! the )athroom $he.f7 a!+ youCre )ou!+ to $ee o!e of our we..8 '!ow! )ra!+$. 0e create7 mar'et a!+ +i$tri)ute the ro+uct$ that eo .e choo$e to fee+ their fami.ie$ a!+ 'ee them$e.ve$ a!+ their home$ c.ea! a!+ fre$h. Peo .eC$ .ive$ are cha!(i!( fa$t. A$ the way we a.. .ive a!+ wor' evo.ve$7 our !ee+$ a!+ ta$te$ cha!(e too. At E!i.ever we aim to he. eo .e i! their +ai.y .ive$. So we 'ee +eve.o i!( !ew ro+uct$7 im rovi!( trie+ a!+ te$te+ )ra!+$ a!+ romoti!( )etter7 more efficie!t way$ of wor'i!(. 0e have a ortfo.io of )ra!+$ that are o u.ar acro$$ the (.o)e 8 a$ we.. a$ re(io!a. ro+uct$ a!+ .oca. varietie$ of famou$8!ame (oo+$. Thi$ +iver$ity come$ from two of our 'ey $tre!(th$>

Walls Ice Cream

1.Stro!( root$ i! .oca. mar'et$ a!+ fir$t8ha!+ '!ow.e+(e of the .oca. cu.ture. 2.0or.+8c.a$$ )u$i!e$$ ex erti$e a .ie+ i!ter!atio!a..y to $erve co!$umer$ everywhere. Focu$i!( o! erforma!ce a!+ ro+uctivity7 we e!coura(e our eo .e to +eve.o !ew i+ea$ a!+ ut fre$h a roache$ i!to ractice. #a!+ i! ha!+ with thi$ i$ a $tro!( $e!$e of re$ o!$i)i.ity to the commu!itie$ we $erve. 0e +o!Ct o!.y mea$ure $ucce$$ i! fi!a!cia. term$< how we achieve re$u.t$ i$ im orta!t too. 0e wor' har+ to co!+uct our )u$i!e$$ with i!te(rity 8 re$ ecti!( our em .oyee$7 our co!$umer$ a!+ the e!viro!me!t arou!+ u$. E!i.ever i$ o!e of the wor.+C$ .ea+i!( $u .ier$ of fa$t8movi!( co!$umer (oo+$. #ere are $ome rece!t hi(h.i(ht$ from our three (.o)a. +ivi$io!$ 8 Foo+$7 home care a!+ er$o!a. care.

FOO'S
The

ac9ui$itio! of Be$tfoo+$ i! 2333 )rou(ht u$ .ea+er$hi i! the cu.i!ary cate(ory. 6!orr i$ !ow our )i((e$t )ra!+7 with I2." )i..io! $a.e$ i! over 133 cou!trie$ a!+ a ro+uct ra!(e coveri!( $ou $7 )oui..o!$7 $auce$7 !oo+.e$ a!+ com .ete mea.$. are the !um)er o!e ro+ucer of fro5e! foo+$ i! Euro e7 u!+er the Fi!+u$ )ra!+ i! Ita.y7 Bir+$ Eye i! the E6 a!+ I(.o i! other Euro ea! cou!trie$. are the cate(ory .ea+er i! mar(ari!e a!+ $ rea+$ i! mo$t Euro ea! cou!trie$ a!+ North America7 with )ra!+$ $uch a$ Bece. @the Nether.a!+$A7 F.ora @E6A a!+ Ta'e Co!tro. @ESA. 0e have met co!$umer +ema!+ for hea.thy foo+$ )y .au!chi!( roactive7 a $ rea+ that co!tai!$ i!(re+ie!t$ that ca! he. re+uce cho.e$tero. .eve.$. the )ra!+e+ o.ive oi. cate(ory we are a .ea+er7 the mo$t im orta!t )ra!+ )ei!( Berto..i. A ea.i!( to co!$umer$C ta$te for &e+iterra!ea! foo+7 we have .au!che+ Berto..i a$ta $auce$ a!+ +re$$i!($. are the wor.+C$ .ea+i!( ice cream ro+ucer7 with )ra!+$ $uch a$ A.(i+a a!+ 0a..C$ i! Euro e7 a!+ Be! B JerryC$ i! the E!ite+ State$. I!!ovatio!$ $uch a$ &a(!um $!ac'8$i5e$ a!+ Cor!etto mi!iature a!+ mu.ti8 ac'$ have $ ar'e+ ro(re$$. are the .ar(e$t $e..er of ac'et tea i! the wor.+ throu(h our Li to! a!+ Broo'e Bo!+ )ra!+$.

0e 0e

I!

0e

0e

Walls Ice Cream

HOME ( PERSONEL CARE

0e .ea+ the home care mar'et i! much of the wor.+7 which i!c.u+e$ c.ea!$i!( a!+ hy(ie!e ro+uct$. &a!y of our home care ro+uct$ are mar'et .ea+er$ i!c.u+i!( Bri.ha!te7 Cif7 Comfort7 =ome$to$7 Omo7 S'i a!+ S!u((.e. 0ithi! the er$o!a. care mar'et7 we are (.o)a. .ea+er$ i! c.ea!$i!(7 +eo+ora!t$ a!+ a!ti er$ ira!t$. ro+uct$ for $'i!

Our (.o)a. core )ra!+$ i! the er$o!a. care mar'et are Axe7 =ove7 Lux7 Po!+C$7 4exo!a a!+ Su!$i.'.

OUR VALUES
#eart)ra!+ ice cream$ )ri!( a ta$te of the $ummer to a!y +ay.

Tas$e $)e &%! s *e #& l &e

Walls Ice Cream

&e!tio! ice cream a!+ mo$t eo .e thi!' of the #eart)ra!+. The )ra!+ with the )i( re+ heart .o(o i$ )ehi!+ ma!y much8.ove+ ice cream c.a$$ic$ F from i!+u.(e!t treat$ .i'e &a(!um a!+ Cor!etto7 to the refre$hi!( fruit ta$te$ of So.ero a!+ fami.y favourite$ .i'e Die!!etta.

MAKING YOU HAPPY

Few foo+$ are (uara!tee+ to ut a $mi.e o! eo .eC$ face$ .i'e ice cream. But whi.e ice cream $hou.+ a.way$ )e fu!7 weCve a! ever8(rowi!( ra!(e of .ower fat7 .ower $u(ar ro+uct$. #eart)ra!+ !ow rovi+e$ .i(hter ver$io!$ for tho$e watchi!( the ca.orie$ a!+ $ma..er $i5e$ for $ma..er a etite$7 a$ we.. o.+ favourite$ F thereC$ $omethi!( for everyo!e.

MARKETING OBJECTIVES AND STRATEGIES

MARKETING OBJECTIVES:

Walls Ice Cream

The com a!y;$ o)*ective$ are c.eare+ a!+ we.. +efi!e+. The com a!y wa!t$ 0a..;$ to )e u!i9ue.y o$itio!e+ a$ a to 9ua.ity ice cream that come$ to the cu$tomer;$ +oor$te . I!itia..y7 it wa$ o!.y the :?o.a ?a!+a 0a..a;$; a!+ the :6u.fi 0a..a;$; that came to the +oor$te a!+ ma+e their re$e!ce '!ow! with fami.iar )e.. or :ti!8ti!8ti!; $ou!+ of their )e..$. But a to 9ua.ity hy(ie!ica..y re are+7 im orte+ ice cream wa$ a com .ete.y !ew i+ea that +e.i(hte+ the co!$umer$ a!+ ma+e 0ALLS a hou$eho.+ item. The mo)i.e ve!+or$ @-33 i! Pa'i$ta! a! !ear.y 233 i! 6arachiA with the a++.e8 o mu$ic wa$ a! effective mar'eti!( $trate(y that wa$ !ew to the ice cream mar'et of Pa'i$ta!.

MARKETING SRATEGIES:
After he 0ALLS a!+ POL6A mer(er7 the mar'eti!( for POL6A i$ )ei!( +o!e a.o!( the $ame .i!e$ a$ 0ALLS @Bi..)oar+$7 Po$t8$i(!$7 $i(!$ out$i+e retai.er$A. #owever7 the rici!( $trate(y i$ (oi!( to )e Economic Pricing Strategy. The $trate(ic o)*ective )ehi!+ thi$ i$ to )e )roa+e!i!( the e!tire rice ra!(e covere+ )y Lever Brother;$ ice cream ro+uct$ with a com)i!atio! of eco!omy a!+ remium rici!(.

MARKETING MIX
The mar'eti!( mix ha$ )ee! formu.ate+ co!$i+eri!( a.. the mar'et $e(me!t$.

PRODUCT:
Li!e exte!$io! i! the 6i+$ $e(me!t a!+ the A+u.t$ $e(me!t. 0a..$ ha$ rece!t.y i!tro+uce+ the Feast Stic'.e$$ Bar @carame. f.avorA a!+ Cola Pop for the 'i+$ $e(me!t. For the a+u.t $e(me!t it ha$ i!tro+uce+ Cornetto Sundae (Cup) a!+ Magnum @choco.ate coate+ va!i..a )arA.

NATURE OF THE PRODUCT:

0a..$ i$ a $ea$o!a. a!+ a! occa$io!a. ro+uct. Thi$ +ua. !ature of 0ALLS i!crea$e$ the $a.e$ .eve. of the :B4AN=; at +iffere!t time$ +uri!( a ca.e!+ar year.

Walls Ice Cream SEASONAL ASPECT:

Sa.e$ .eve. of 0ALLS te!+$ to ea' +uri!( $ummer i.e. from Ju!e ti.. Se tem)er. Lot of mar'eti!( a!+ re8 .a!!i!( i$ +o!e )efore the $tart of thi$ $ea$o! a$ the com a!y trie$ it$ )e$t to ma'e avai.a).e the ro+uct at more a!+ more out.et$ of the cou!try. 4ea$o! for thi$ i$ that +ue to hot a!+ humi+ co!+itio!$. Peo .e te!+ to coo. them$e.ve$ u with ice cream.

OCCASIONAL ASPECT:
A!other !ota).e a!+ vita. a$ ect of 0ALLS i$ it$ (reater +ema!+ o! variou$ im orta!t occa$io!$ $uch a$ Ei+7 Ei+8u. A5ha7 Birth+ay artie$7 New year artie$ a!+ we++i!( ceremo!ie$ where the $a.e$ .eve. a(ai! ic'$ u irre$ ective of the $ea$o! i! which the occa$io!$ comi!( i.e. either i! wi!ter or $ummer. 4ea$o! for thi$ i$ a$ the urcha$i!( ower of chi.+re! i!crea$e$ +uri!( the$e occa$io!$7 they te!+ to $ e!+ it more o! )uyi!( ice cream. A$ +e$$ert$ are i! hi(h +ema!+7 a$ a tra+itio! of re ari!( a!+ $ervi!( $weet +i$he$ o! the$e occa$io!$7 eo .e a.$o $erve ice cream a$ a! a.ter!ative.

COMPARISON BETWEEN OCCASIONAL AND SEASONAL ASPECT:

0ALLS (et more $a.e$ vo.ume o! +iffere!t $ ecia. occa$io!$ i! a ca.e!+ar year tha! i! the $ummer $ea$o! )ecau$e of !um)er of a.ter!ative$ avai.a).e i! the $ummer $ea$o!$.

PRICE:
0ALLS ice cream +oe$ carry a hi(her rice7 a$ it !ow i$ c.ear.y the mar'et .ea+er a!+ hi(h co$t$ of ro+uctio! a.o!( with i!crea$e+ $a.e$ tax. A.thou(h the com a!y ha$ a)$or)e+ mo$t of the co$t i!ter!a..y7 it ha$ a$$e+ o! a certai! erce!ta(e of thi$ to the cu$tomer. &a!a(eme!t fee.$ that a !omi!a. rice i!crea$e wou.+ !ot affect $a.e$. It ha$ he fo..owi!( rice $tructure>

Product

Price

Walls Ice Cream

Cor!etto @C.a$$ic7 Choco.ate B Straw)erryA
Fea$t &a(!um Choc )ar Pa!+a Bi( three Po.'a ma!(o 'i!( 6u.fa Da!i..a $tic' So.o New co.a New *e..y o 4ai! )ow Choc +i &ax cu Jet $ ort Po.'a va!i..a 1 .iter Ca$$ta'i!($ 'u.fa7 a!+ tuti fruity 1 .iter

11 2" "3 13 13 13 1, , " , 1 1 , 11 , -3 1,

PLACE:
A wa.. i$ u$i!( i!te!$ive a!+ mo)i.e +i$tri)utio! tre!+$. ?reat care wa$ ta'e! i! ma'i!( a

rofi.e of a.. the $ho $ with a )i( Kcrow+ u..erL 7 e.(. A(ha;$ $u ermar'et7 C.iffcoo.7 &otta;$7 Para+i$e a!+ variou$ other o u.ar retai. out.et$. 0a..;$ ro+uct$ were tar(ete+ at +i$tri)uti!( from the$e out.et$ i! or+er to achieve hi(h $a.e$ a!+ (e!erate co!$umer;$ i!tere$t i! the ice cream ro+uct$. 0ALLS a(reeme!t with Pa'i$ta! 4ai.way$ u!+er which
0ALLS ice cream wi.. )e $o.+ at %- 4ai.way Statio!$7 i!+icate$ that they are .oo'i!( to ex a!+ their +i$tri)utio! a$ much a$ o$$i).e.

PROMOTION:
0ALLS $ o!$or variou$ activitie$ i! the city )y rovi+i!( ice cream at +iffere!t ve!ue$. It ha$ rovi+e+ a.. retai. out.et$ $e..i!( 0ALLS ice cream with +ee free5er$ to $tore ice cream. 0ALLS e!(i!eer$ who i!$ ect a!+ re .ace +efective or +ama(e+ free5er$ withi! " +ay$ mai!tai! the $ervice of the$e +ee free5er$.

Walls Ice Cream

PACKAGING:
Pac'a(i!( of the )ra!+ $hou.+ )e $uch that it +e$cri)e$ the ro+uct i!$i+e. 0ALLS (ive .ot of em ha$i$ o! ac'a(i!(. I! that they co!$i+er the er$o!a.ity a!+ hy$ica. attri)ute of the ro+uct whi.e +e$i(!i!( at ac'a(i!(. Their ac'i!( cover$ a.. the $ta!+ar+$ of hy(ie!e $ta!+ar+$. They +o !ot emu.ate a!y of it$ com etitor$ rather they (ive them a .ea+ o! the ac'a(i!( co!ce t. Pro+uct$ ac'a(i!( are i!!ovative7 u!i9ue7 hy(ie!ic7 ea$y to o e! a!+ ha!+.e7 co.orfu.7 a!+ eye catchi!(. The 9ua.ity co!tro. ex ert$ chec' the ac'a(i!( 9ua.ity at the re8.au!ch a!+ the o$t .au!ch $ta(e$. The ac'a(i!( machi!e i$ '!ow! a$ 4OLO. A.thou(h ac'a(i!( i$ hi(h.y focu$e+ o! attracti!( the co!$umer$ yet the ac'a(i!( i$ the .ea$t remem)ere+ thi!( i! the cu$tomer$ mi!+ for the F.a($hi )ra!+$. They i+e!tify the ac'a(i!( with the he. of the feature$ of the ro+uct.

COMPETITION:
After the 0ALLS a!+ POL6A mer(er i! fourth 9uarter of 122-7 the com etitor of 0ALLS i$ I(.oo. I(.oo;$ effort$ i! tryi!( to com ete with 0ALLS ca! )e $ee!. They have $tarte+ (ivi!( out free5er$ to retai.er$ with their $.o(a! KT#E ICE C4EA& FELL OF FENL ri!te+ o! it to(ether with the I(.oo .o(o. They have a.$o i!tro+uce+ a very K0ALLS .i'eL rice car+ that i$ +i$ .aye+ at cariou$ retai.er$. I(.oo;$ ma*or wea'!e$$ however7 i$ that 0ALLS i$ far ahea+ i! term$ of 9ua.ity a!+ ta$te a!+ the +iffere!t variety of )ra!+ offere+. It u$e$ .oca. i!(re+ie!t$7 which ca!!ot match u to $ta!+ar+$ of im orte+ i!(re+ie!t$7 which 0ALLS u$e$. I(.oo a.$o +oe$ !ot e!*oy the remium 9ua.ity ice cream ima(e of 0ALLS a!+ ha$ a K.oca. touchL to it7 which it wor'$ a(ai!$t it. A.$o it +oe$ !ot have mo)i.e ve!+or$ $o it$ avai.a)i.ity i$ com arative.y .e$$er tha! 0ALLS. The other com etitor$ i! the K)ra!+e+L mar'et $e(me!t ho.+ a !e(.i(i).e mar'et $hare a$ com are+ to the .ea+i!( )ra!+$.

Walls Ice Cream

Branded Competitors I?LOO 4OCCO ME&&M ?E&INI SNOOPM ?EL &ODENPIC6 6ELIFI

Unbranded Competitors

?OLA ?AN=AS ICE LOLLIES #O&E &A=E ICEC4EA&S

OPERATING BASE OF THE COMPETITORS:

For the )ra!+e+ mar'et7 the com etitor$ are re(io!a..y )a$e+ i.e. their o eratio!$ reach a!+ cater to a articu.ar chai! a!+ citie$ withi! a rovi!ce. For u!)ra!+e+ mar'et7 the com etitio! i$ )a$e+ at variou$ .ocatio!$ withi! a city a!+ the$e com etitor$ are e!*oyi!( a ma*or chu!' @,3NA of the ice8cream i!+u$try.

COMPETITORS SCOPE:
I! the u!)ra!+e+ mar'et7 the com etitor$ offer o!.y a mo+erate cha..e!(e7 a$ they are re(io!a. .ayer$ with .imite+ acce$$ to(ether area$ of the cou!try. The com etitor$ are $evera..y ha!+ica e+ )ecau$e they +o !ot have the fi!a!ce$ to com ete.

Walls Ice Cream

The re$e!t $ce!ario i$ that the com etitio! i$ ex a!+i!( a!+ with it the mar'et i$ a.$o ex erie!ci!( a! u war+ tre!+. I! $uch a $ituatio!7 $ma.. com etitor$ are (ivi!( em ha$i$ to $a.e$ romotio! tactic$ $uch a$ (ivi!( heavy tra+e +i$cou!t$ a!+ $ea$o!a. +i$cou!t$ to the retai.er$ for the !ee+e+ u$h to their )ra!+$. =ue to the$e tra+e romotio! activitie$ o! the art of the com etitio!7 0ALLS i$ faci!( re.ative.y $tiff com etitio!.

PRE-EMPTING COMPETITION:
A 0ALL i$ acti!( active.y $o a$ to mai!tai! the com etitive a+va!ta(e over it$ com etitor$. Be$i+e$ the$e 0ALLS7 i$ a.$o +oi!( Li!e Exte!$io! for it$ f.a($hi $e(me!t$ with !ew varia!t$ a!+ form$. For exam .e7 it ha$ rece!t.y )rou(ht out the Cornetto Sundae Cup a!+ Magnum. A.. the$e activitie$ are )ei!( +o!e to +eve.o i!( 0ALLS a$ a! um)re..a )ra!+. Peo .e there are +oi!( it with co!$i$te!t a!+ re8e!forci!( me$$a(e$ i! their a+verti$eme!t$ a!+ $a.e$ romotio!. 0a..$ (ive $ ecia. +i$cou!t$ to tho$e of it$ retai.er$ who $e.. the )u.' vo.ume of their offeri!($. After the ac9ui$itio! of P !"A# $A!!S +oe$ !ot i!te!+ to (o for other ac9ui$itio!$ a!+ mer(er$. 4ather thy are .a!!i!( to (o for i!te(ratio! a!+ co!$o.i+atio! of their of their )u$i!e$$. 0ALLS wa!t$ to e!ha!ce a!+ exte!+ va.ue$ to it$ +iffere!t $i$ter )ra!+$ $o a$ to i!crea$e it$ +iffere!tiatio! of the )ra!+ for ea$y choice ma'i!(. A$ ca)i!et $ ace i$ .imite+ at retai. out.et$7 therefore it )ecome$ very !ece$$ary that $e..i!( fre9ue!cy of ice cream $hou.+ i!crea$e. 6ee i!( the$e thi!($ i! mi!+7 eo .e at 0ALLS are exte!+i!( it$ va.ue to it$ )ra!+$. &orve! ic' i$ i!tro+uci!( their )ra!+$ to the retai. out.et$. It i$ !ot creati!( a +e!t i!to the $hare of 0ALLS )ecau$e it i$ a rece!t )e(i!!er a!+ wi.. ta'e $ome time to )ui.+ u the mar'eti!( activity for it$ )ra!+$. Mummy i$ a )etter com etitor tha! I(.oo a$ it i$ $ervi!( the $e(me!t$ of two rovi!ce$ i.e. Pu!*a) a!+ N0FP.

Walls Ice Cream

ENVIRONMENTAL FACTORS
MEGA ENVIRONMENTAL FACTORS:
The &e(a8e!viro!me!t7 or (e!era. e!viro!me!t7 i$ the $e(me!t of the exter!a. e!viro!me!t that ref.ect$ the )roa+ co!+itio!$ a!+ tre!+$ i! the $ocietie$ withi! which a! or(a!i5atio! o erate$.

TECHNOLOGICAL ELEMENT:
The tech!o.o(ica. e.eme!t$ ref.ect the curre!t $tate of '!ow.e+(e re(ar+i!( the ro+uctio! of ro+uct $ervice$. To overcome thi$ e.eme!t 0ALLS u$e mo+er! tech!o.o(y for the ro+uctio! of ice cream. They a.way$ 'ee o! i!tro+uci!( !ew tech!o.o(y i! ice cream ma'i!( $o that i! or+er$ to com ete with other ice cream ma!ufacturer$. That i$ the rea$o! why their 9ua.ity of ice cream a.way$ excee+$ from the 9ua.ity of their com etitor$.

ECONOMIC ELEMENT:
The eco!omic e.eme!t e!com a$$e$ the $y$tem of ro+uci!(7 +i$tri)uti!(7 a!+ co!$umi!( wea.th. The 0ALLS wor'$ o! the ca ita.i$tic eco!omic $y$tem. Ca ita.i$t eco!omy i$ a! eco!omy i! which mar'et force$ (over! eco!omic activity a!+ the mea!$ of ro+uctio! are rivate.y ow! )y i!+ivi+ua.$.

SOCIO-CULTURAL ELEMENT:
Socio8Cu.tura. e.eme!t$ are very im orta!t i! a com a!y;$ $trate(ie$7 ma!a(er$ $hou.+ +ee .y $tu+y the $ocio8cu.tura. e.eme!t$ )efore ma'i!( future $trate(ie$ for the com a!y. A$ we '!ow that the c.imate of Pa'i$ta! i$ very hot $o eo .e .ove to eat ice cream e$ ecia..y the 'i+$. 0a..$ have i!tro+uce+ ice cream ra!(i!( from 4$. , to 4$. 233 e$ ecia..y for Pa'i$ta!7 $o that eve! oor eo .e ca! a.$o affor+ to )uy (oo+ 9ua.ity ice cream.

Walls Ice Cream

TASK ENVIRONMENT
The ta$' e!viro!me!t i$ the $e(me!t of exter!a. e!viro!me!t ma+e u of the $ ecific out$i+e e.eme!t$ with which a! or(a!i5atio! i!terface$ i! the cour$e of co!+ucti!( it$ )u$i!e$$. The ma*or e.eme!t$7 which the 0ALLS ice cream +e$cri)e$7 are $tate+ )e.ow>

CUSTOMERS & CLIENTS:

Cu$tomer$ a!+ c.ie!t$ are tho$e i!+ivi+ua.$ a!+ or(a!i5atio!$ that urcha$e a! or(a!i5atio!;$ ro+uct a!+ or $ervice$. A 0ALL i$ very c.o$e to it$ c.ie!t$ a!+ cu$tomer$ a!+ offer variou$ $a.e$ romotio! too.$ to it$ c.ie!t$.

COMPETITORS:
Com etitor$ are other or(a!i5atio!$ that either offer or have a hi(h ote!tia. of offeri!( riva. ro+uct$ a!+ $ervice$. The )i((e$t com etitor of 0a..$ wa$ Po.'a7 which !ow ha$ )ee! mer(e+ with it. Now the few com etitor$ of 0a..$ are I(.oo a!+ Mummy @o!.y i! Pu!*a) a!+ N0FPA7 a!+ $ome retai. out.et$. A.thou(h 0a..$ i$ a very )i( com a!y i! com ari$o! to it$ com etitor$ a!+ it$ 9ua.ity i$ a.$o very hi(h.

SUPPLIERS:
The ma*or item7 which i$ $u .ie+ to 0ALLS7 i$ the raw materia. u$e+ for ma!ufacturi!( ice cream7 which i!c.u+e$ mi.'7 choco.ate etc. A wa.. ha$ it$ ow! re$ource$ )y which it (et$ the raw materia..

LABOR:

Walls Ice Cream

The .a)or of 0ALLS i$ hi(h.y 9ua.ifie+ a!+ the i!+ivi+ua.$ wor'i!( i! +iffere!t +e artme!t$ are $ ecia.i5e+ their fie.+. The .a)or i$ fu..y trai!e+ a!+ very much fami.iar with the ma!ufacturi!( roce$$. They fu.fi.. a.. the +ema!+$7 which a ice cream com a!y re9uire$.

GOVERNMENT AGENCIES:
A(e!cie$ that rovi+e $ervice a!+ mo!itor com .ia!ce with .aw$ a!+ re(u.atio!$ at .oca.7 $tate or re(io!a. a!+ !atio!a. .eve.$. &i!i$try of hea.th he. $ the com a!y to mai!tai! hi(h $ta!+ar+$ i! ro+uci!( (oo+ 9ua.ity ice cream.

SWOT ANALYSES
STRENGTH:
The

ma*or $tre!(th of %alls ice cream i$ it;$ e$ta).i$he+ )ra!+ e9uity7 the !ame

$alls i$ e!ou(h to er$ua+e a .oya. cu$tomer to )uy a ro+uct to which the )ra!+ !ame i$ attache+.
A

%all &as a very +i$ti!ctive ac'a(i!( $trate(y. A.. $alls ice creams are ac'e+ i! fa!cy7 e.e(a!t ro+uct. ac'7 hy(ie!ic ac'i!( which attract cu$tomer$ to )uy the ro+uct. Pac'a(i!( thu$ .ay$ a! im orta!t ro.e i! attracti!( cu$tomer to )uy that

A!other Com A

ma*or $tre!(th of $alls's $ucce$$ i$ mai!tai!i!( co!$i$te!t 9ua.ity i! a.. ro+uct$. etitive a+va!ta(e i! term$ of more varietie$.

$tro!( +i$tri)utio! !etwor'.

Walls Ice Cream

WEAKNESSESS:
The ma*or wea'!e$$ i$ that of ri$i!( rice$. Si!ce $alls ca!!ot com romi$e o! 9ua.ity. A wi+e ro+uct .i!e7 which i$ ca!!i)a.i5i!( the fro!t8ru!!er )ra!+$.

OPPORTUNITIES(
Ice cream mar'et i$ (rowi!( which rovi+e$ variou$ o +eve.o me!t. ortu!itie$ for (rowth a!+

Si!ce it i$ a $u)$i+iary of Lever )rother$ it ha$ a $tro!( fi!a!cia. )ac'i!( )ecau$e of which it ca! ta'e a+va!ta(e of u comi!( o ortu!itie$ i! the mar'et. E!ha!ci!( +i$tri)utio! covera(e. &ore co!ce!tratio! o! +iffere!t $e(me!t$.

THREATS:
O!e of the ma*or threat$ to $alls'$ $ucce$$; $ u comi!( of .oca. com etitor .i'e ME&&M7 4occo etc. The$e u comi!( )ra!+$ are (oo+ 9ua.ity7 ta$te a!+ are avai.a).e i! .ow rice$. Cha!(i!( co!$umer refere!ce$.

Walls Ice Cream

PRODUCT CLASSIFICATION

CONSUMER PRODUCT:
It i$ u$e+ for er$o!a. co!$um tio!.

CONVENIENCE PRODUCT:
It i$ co!ve!ie!ce ro+uct )ecau$e ice cream$ are urch !orma..y with mi!imum of )uyi!( effort a!+ com ari$o!. It i$ ea$i.y avai.a).e i! retai. (e!era. $tore$ a!+ it i$ .ow rice+ a$ we.. o! the a)ove8me!tio!e+ characteri$tic$ it fa..$ u!+er the cate(ory of im u.$e ro+uct.

PRODUCT ATTRIBUTES

PRODUCT QUALITY:
The i!(re+ie!t$ u$e+ i! the ice cream$ $uch a$ Pow+ere+ &i.'7 choco.ate$7 artificia. f.avor$ etc.+iffer!tiate it;$ 9ua.ity from com etitor$ which i!+icate$ that they are u$i!( return on )uality a roach7 u$i!( 9ua.ity a$ their i!ve$tme!t a!+ ho.+i!( effort$ accou!ta).e for re$u.t$

CONFORMANCE QUALITY
O!e of the mo$t im orta!t factor$ )ehi!+ 0ALLS ice8cream ro+uct $ucce$$ i$ their co!$i$te!t 9ua.ity.

Walls Ice Cream

PRODUCT LINE EXTENSIONS

The few )ra!+$ that have )ee! i!tro+uce+ i! the mar'et over the rece!t mo!th$ are>

Cor!etto Su!+ae &a(!um So.o @Samar a!+ Co.aA =racoo.a @!ew ac'a(eA Fea$t Carame. Stic'.e$$ Bar

Cor!etto Su!+ae i$ the overa.. $e(me!t .ea+er i! the e!tire ro+uct wi+th of 0ALLS &a(!um;$ erforma!ce i$ hi(h.y $u$ ect7 a$ it ha$ !ot $how! a!y im roveme!t i! the $a.e$ over the a$t two mo!th$. =racoo.a too ha+ to )e re8 ac'a(e+7 a$ the ori(i!a. ac'i!( +i+ !ot re$ o!+ we.. with the tar(et $e(me!t7 i.e. 'i+$ )e.ow 12 year$ of a(e.

STAGE OF PRODUCT LIFE CYCLE

MATURITY STAGE:
Cor!etto7 Fea$t7 choc )ar a!+ other exi$ti!( ro+uct$ for 0ALLS are i! maturity $ta(e )ecau$e the $a.e$ are re.ative.y $ta).e over .a$t few year$.

WALLS NEW PRODUCT LIFE CYCLES:

The !ew Cor!etto Su!+ae ma(!um7 o.'a va!i..a choco.ate a!+ *e..y o i!tro+uce+ )y 0ALLS i$ i! i!tro+uctio! $ta(e curre!t.y a!+ 0ALLS )ra!+ ima(e ha$ (ive it$ ro+uct fa$ter reco(!itio! a!+ acce ta!ce amo!( cu$tomer$.

Walls Ice Cream

Intro

Growth

Maturity

NEW PRODUCT PRICING STRATEGY

GOOD VALUE STRATEGY:

After the 0ALLS a!+ POL6A mer(er7 the mar'eti!( for POL6A i$ )ei!( +o!e a.o!( the $ame .i!e$ a$ 0ALLS @Bi..)oar+$7 Po$t8$i(!$7 $i(!$ out$i+e retai.er$A. #owever7 the rici!( $trate(y i$ (oi!( to )e Good *alue Strategy# )ecau$e it i$ rovi+i!( 9ua.ity ice cream$ without a corre$ o!+i!( i!crea$e i! rice. The $trate(ic o)*ective )ehi!+ thi$ i$ to )e )roa+e!i!( the e!tire rice ra!(e covere+ )y Lever Brother;$ ice cream ro+uct$ with a com)i!atio! of eco!omy a!+ remium rici!(.

PRODUCT LINE PRICING:

0ALLS offer +iffere!t ice cream$ i! ro+uct .i!e7 Fea$t 4$. 117 Cor!etto 4$. 2"7 &a(!um 4$. "37choc )ar 4S.137 a!+a 4$ 137 )i( three 4$.13 o.'a ma!(o 'i!( 6u.fa 4$.1,7 va!i..a $tic' 4$.,7 $o.o 4$."7 !ew co.a 4S.,7 !ew *e..y o 4$.17 rai! )ow 4$ 17

Walls Ice Cream

choc +i 4$ .,7!ew max 4$.17 *et $ ort 4$ .,7fea$t choco.ate 4$.17 o.'a va!i..a 1 .iter a!+ ha.f .iter at 4$ -3 a!+ ", re$ ective.y7 ca$$ta'i!($ 'u.fa7 a!+ tuti fruity 1 .iter a!+ ha.f .iter at 4$. 1, a!+ %, re$ ective.y. It offer$ each of the$e )ra!+$ i! a variety of $i5e$

BRAND STRATEGY
MULTI BRAND:
0ALLS have i!tro+uce+ !ew ice cream$ with +iffere!t )ra!+$ $o it ha$ exi$ti!( ro+uct cate(ory with !ew )ra!+$. Bra!+ $trate(y a .ie+ )y 0ALLS i$ mu.ti)ra!+i!(.

MARKET STRTEGY
The ice cream i!+u$try i! Pa'i$ta! i$ romi!e!t.y +ivi+e+ i!to two i+e!tifia).e mar'et$>

E!)ra!+e+O ?e!eric 50% of total market Branded Products ,3N of tota. mar'et

UNBRANDED GENERIC PRODUTCS:

Thi$ cate(ory co!$i$t$ of .oca. ro+uct$ $uch as Kulfi, Gola Ganda, Icesticks a!+ homema+e ice cream etc. Sma.. $treet $i+e ve!+or$ a!+ $ta..$ u$ua..y $e.. the$e. Sma.. ice cream ar.ou$ a!+ $ho $ $e.. Peshawri Icecream.

BRANDED PRODUCTS:
There are variou$ .oca. ice cream ma!ufacturer$ i! Pa'i$ta!>8

Walls Ice Cream

0a..$ I(.oo Mummie$ 4occa ?emi!i S!oo y

CONSUMER ANALYSIS

BRAND ASPECT:
Peo .e erceive WALL a$ a 9ua.ity ice cream7 (ivi!( them the re9uire+ $ati$factio! .eve.. It a.$o (ive$ them a ra!(e of ro+uct$ to ma'e choice$ from.

BEHAVIOR AND LOYALTY:

?e!era. tre!+$ i! the ice8cream i!+u$try are that eo .e +o !ot remai! .oya. to a!y o!e of the )ra!+$ a!+ a$ $uch are '!ow! a$ $witcher$ )ecau$e if a er$o! fai.$ to .ocate a articu.ar )ra!+ at a! out.et or a ar.or7 he wou.+ !ot (o .ace$ i! $earch for it7 rather he wou.+ acce t whatever he wi.. (et hi$ ha!+$ o!.

It (oe$ for the WALL 7 a.thou(h a (oo+ erce tio! a$ we.. a$ a o$itive attitu+e7 )ut eo .e +o !ot fi!+ at o!e $ho they wi.. com romi$e u o! the a.ter!ative$ avai.a).e. Leve. of )ra!+ .oya.ty i$ mi!imum i! the ice8cream i!+u$try.

Walls Ice Cream

CONSUMER SENSIVITY:
A.thou(h the co!$umer i$ rice $e!$itive i! ice cream< yet they are $ati$fie+ with the rice ta($ )ei!( ut o! 0ALLS; +iffere!t )ra!+$. They erceive that they (et (oo+ a!+ co!$i$te!t 9ua.ity a(ai!$t the rie$ )ei!( ai+. Price (oe$ we.. with their $e.f8e(o @i! ca$e of !"#$%&&" a!+ 'AG$('A a!+ are rea+y to ay a rice for (etti!( a remium ro+uct. It a.$o (oe$ we.. with their $ocia. $tatu$. There i$ a (e!era. i!c.i!atio! of referri!( a! i!ter!atio!a. forei(! )ra!+ rather tha! (oi!( for a .oca. o!e.

PRICE SENSIVITY OF CONSUMERS:

I! Pa'i$ta!7 eo .e are (e!era..y rice $e!$itive7 a$ their urcha$i!( ower te!+$ to re+uce every +ay with i!crea$i!( i!f.atio! rate. It (oe$ for the tar(et co!$umer$ of the ice8cream i!+u$try< they are very rice $e!$itive. I! or+er to ma'e WALL a hou$eho.+ !ame7 a!+ withi! the reach )oth rich a!+ re.ative.y oor7 The $trate(i$t$ at WALL have (o!e for +ow!war+ $tretch $o a$ to cater to every c.a$$O $e(me!t of the $ociety )e$i+e$ ex a!+i!( +eve.o i!( their mar'et $hare. Prici!( i$ exerci$e+> 8

Co$t .u$ rici!( a roach

The rici!( o.icy at 0ALLS i$ $ta!+ar+i5e+ i.e. the rice for each )ra!+ remai!$ co!$ta!t a!+ co!$i$te!t irre$ ective of the .oca.ity7 re(io!7 or city. Thi$ act $how$ that it i$ rea..y com eti!( with it$ )ra!+e+ a!+ u!)ra!+e+ com etitor$. Prici!( i$ $uch that they focu$ o! rice8va.ue re.atio! $hi $howi!( that the co!$umer wi.. receive the re9uire+ .eve. of $ati$factio! for their mo!ey7 time a!+ effort$ i!ve$te+ i!.

Walls Ice Cream

MARKET SHARE DIVISION OF BRANDED PRODUCTS

Walls Ice Cream

11% 10%

6%

4%

2% 2% 1%

64%

Walls and Polka u!!i"s (Pun#a$ % &W'P( *occo (Pun#a$ and &W'P( G"lato +,,airs

Snoopy (Karachi only I)loo (Karachi and Sukk"r( Kay$""s (Karachi( Mo-"npick

MARKET SHARE DIVISION OF ICECREAM INDUSTRY

Walls Ice Cream

/% ..% 4%

12%

46%
0n$rand"d Walls u!!i"s I)loo 1th"rs

BRAND SPONSOR SHIP

CO-BRANDING:

Walls Ice Cream

Lever Brother$ ha$ a .ie+ the co8)ra!+i!( $trate(y over the .a$t three8year $ucce$$fu..y. The com a!y mer(e+ with Li to! i! 1212 a!+ Broo'e Bo!+ i! 122/ a!+ !ow it ha$ )ecome the .ar(e$t ice cream ma!ufacturer throu(h a! ama.(amatio! with Po.'a i! &ay 1222.

BCG MATRIX

DISTRIBUTION
INTENSIVE DISTRIBUTION:

Walls Ice Cream

=i$tri)utor$ i! the ice cream i!+u$try are '!ow! a$ co!ce$$io!arie$. WALL ha$ a! i!te!$iveOwe.. e!tre!che+ +i$tri)utio! !etwor'. It ha$ em ha$i5e+ a!+ ai+ much atte!tio! to it$ +i$tri)utio! cha!!e.$. Their +i$tri)utio! $y$tem ha$ ma+e them o!e of the to .ea+er$ i! the ice cream i!+u$try. I! $e.ecti!( +i$tri)utio! cha!!e.$7 co!$umer characteri$tic$ ay a! im orta!t ro.e i! the +i$tri)utio! !etwor' of WALL . It wa$ accurate.y erceive+ that the retai. out.et$ cou.+!;t $ervice the .ar(e o u.ate+ citie$ of Lahore a!+ 6arachi for thi$ rea$o! cyc.e cart$ were u$e+ $o that they may e!etrate to the i!terior heart of each city thu$ a ma*ority of the eo .e cou.+ )e $ervice+. Co!tro. i$ mai!tai!e+ )y a hot.i!e )etwee! the $u .ier$ of 0ALLS a!+ the retai. out.et$. I! ca$e of $horta(e7 a.. a $ho 'ee er ha$ to +o i$ ca.. 0ALLS a!+ a$' for the further !etwor'8 mai!tai!i!( co!tro. over $u .ie$. A.. thi$ e!etratio! that we $ee to+ay7 i$ the re$u.t of efficie!t a!+ effective +i$tri)utio!.

NATURE OF DISTRIBUTORS:
The Kco!ce$$io!aire$L wor' i!+e e!+e!t.y a!+ have their ow! $tora(e hou$e$. A.thou(h the$e +i$tri)utor$ wor' i!+e e!+e!t.y yet they are (reat.y i!f.ue!ce+ WALL 7 i! term$ of co!tro. a!+ +irectio!7 therefore there $eem$ to )e a com)i!atio! of vertica. mar'eti!( $y$tem @D&SA a!+ co!ve!tio!a. mar'eti!( $y$tem @C&SA. WALL ha$ o!e $e!ior fie.+$ ma!(er for each +i$tri)utio! out.et who 'ee $ the trac' recor+ of +ay to +ay wor'i!( of the$e +i$tri)utor$7 their i$$ue$7 com .ai!$ a!+ ro).em$. 0ALLS share some of the o)eratin*+runnin* cost of these stora*e houses. &his is done so as to take off some )art financial ,urden from these distri,utors.

WALLS AND OTHER BRANDS:

Walls Ice Cream

The rea. ta$te of a!y )ra!+ come$ whe! the retai.er$ a(ree to (ive it a $uita).e ca)i!et $ ace. I! ca$e of WALL 7 it ha$ !ot o!.y ac9uire+ the !ee+e+ $he.f $ ace at retai.er$ $tore )ut with the a$$a(e of time7 ha$ )ee! a).e to $u$tai! the !ee+e+ u.. for it$ +iffere!t variety. The retai.er$ have )ecome )ou!+ to 'ee (reater $toc' of WALL a$ eo .e have )ecome e!(a(e+ i! the hy e that ha$ )ee! create+ )y $heer mar'eti!( activitie$ a!+ other romotio!a. ro(ram$. WALL rovi+e free +ee free5er$ to a.. retai.er$ $e..i!( their ro+uct$. A$ WALL ha$ !ow ac9uire+ P"LKA, who$e ro+uct$ are hu(e.y o u.ar7 the retai.er$ (ive e9ua. $he.f $ ace to WALL a!+ P"LKA.

MARKET SEGMENTATION:
A WALL has $e(me!te+ tar(et mar'et$ o! +emo(ra hic a roach with KA(e factorL rovi+i!( the )a$i$ for $e(me!tatio!. I! a +e arture from the way ice cream wa$ mar'ete+ i! Pa'i$ta!7 the )u$i!e$$ a+o te+ a $trate(y of $e(me!ti!( the mar'et. It +eve.o e+ a )uoya!t im u.$e cate(ory a!+ $tre!(the!e+ the ta'e8home a!+ cateri!( $e(me!t$. The $trate(y7 $u orte+ )y i!!ovatio! a!+ )ra!+ )ui.+i!( ha$ ai+ +ivi+e!+$ with the ortfo.io (ai!i!( mar'et $hare i! each $e(me!t. I! the im u.$e $e(me!t7 WALL i!tro+uce+ a variety of ro+uct$ with rice$ ra!(i!( from 4$.2 to 4$.133. The 'ey )ra!+ fra!chi$e$ i! thi$ $e(me!t7 .i'e !"#$%&&" a!+ -%A & a!+ !."!BA# were $tre!(the!e+ with $tro!( wei(ht$ of a+verti$i!(. =e$cri tio! of Ka(e (rou L $e(me!tatio! i$ a$ fo..ow$> 6i+$ &ar'et Tee!$ &ar'et A+u.t$ 12 year$ a!+ u!+er 1" to 12 year$ 23 B A)ove

OCCASSIONS SEGMENTATION:

Walls Ice Cream

0ALLS te!+$ to $hift their rice$ +ow!war+$ o! $ ecia. occa$io!$ $uch a$ Ei+ a!+ i! 4ama+a! a$ we.. a$ i! $ummer$ their $a.e$ are at the ea' 0hich a$$i$t them to )oo$t their $a.e$ erio+ica..y.

PROMOTION MIX STRATIGIES

PUSH STRATEGY:
0a..$ ha$ u$e+ the Pu$h Strate(y more )ecau$e they have mai!.y co!ce!trate+ o! tra+e romotio! a!+ $a.e$ force. 0a..$ mai!.y u$he+ it$ ro+uct$ throu(h +iffere!t cha!!e.$ to the fi!a. co!$umer$.

MARKET COVERAGE STRATEGY

DIFFERENTIATED MARKETING:

0ALLS offer$ +iffere!t ice cream$ i! ro+uct .i!e $uch a$ &AP7 To Te!7 Fea$t7 Cor!etto7 )i( three7 choc)ar7 o.'a etc to match the ta$te of +iffere!t cu$tomer$ throu(h i!!ovative offeri!($

a!+ ro+uct formu.atio! cha!(e$.

PRODUCT DIFFERENTIATION:
I!(re+ie!t$ u$e+ )y the 0ALLS ma'e$ it$ +iffere!t ice cream$ ta$tier a!+ it rovi+e$ im rove+

9ua.ity ro+uct$ without a corre$ o!+i!( i!crea$e i! com etitive.

rice e!a).i!( them to remai!

Walls Ice Cream

IMAGE DIFFERENTIATION:
The we.. e$ta).i$he+ ima(e of 0ALLS +iffere!tiate them from com etitor$ ofte! )uyer may erceive a +iffere!ce )a$e+ o! com a!y or )ra!+ ima(e$ a!+ 0ALLS i$ co!$i+ere+ (ia!t i! the mar'et a!+ it$ ima(e co!vey it$ 9ua.ity a!+ o$itio!i!(.

ADVERTISING
A+verti$i!( mea!$ to i!form7 er$ua+e or to remi!+ the co!$umer a)out your ro+uct $o it i$ c.a$$ifie+ a$> +),-F .MA/,0E A10E./,S,-G 2)PE.SUAS,0E A10E./,S,-G 3).EM,-1E. A10E./,S,-G $alls ice cream u$e$ 4emi!+er A+verti$i!( which i$ to remi!+ eo .e a)out their ro+uct )ut whe! they .au!ch !ew f.avor$ or ro+uct$ tha! they u$e I!formative A+verti$i!( to i!form the eo .e a)out their !ew ro+uct$ or f.avor$.

ADVERTISING MEDIA
There are $ome ma*or $te $ which $hou.+ )e fo..owe+ whi.e $e.ecti!( the me+ia for A+verti$i!(>8

Walls Ice Cream

1eciding on reac&# 4re)uency and impact( $alls ice cream ha$ reache+ mi!imum of %3N whe! it $tarte+. I! the $tarti!( 0a..$ fre9ue!cy avera(e wa$ three time$. The im act of me+ia wa$ more whe! it come$ to the te.evi$io! )ecau$e the me$$a(e wa$ re.eva!t o! the te.evi$io!. C&oosing among ma5or media types( $alls ice cream ha$ cho$e! the ma*or me+ia ty e$ which i!c.u+e+ !ew$ a er$7 te.evi$io!7 ra+io a!+ ma(a5i!e$

Selecting Speci4ic media 0e&icles( $alls ice cream $e.ecte+ PTD for te.evi$io! vehic.e$ a!+ for ra+io they $e.ecte+ F& 133 1eciding on media timing( $alls ice cream +eci+e+ the a+verti$er $che+u.e for their a+$ to )e )roa+ca$te+ o! te.evi$io!7 which wa$ the .u!ch a!+ +i!!ertime.

COMPETETIVE SCENARIO REGARDING ADVERTISING

Bei!( a mar'et .ea+er i! the ice8cream i!+u$try 0ALLS +oe$ !ot have to emu.ate a!y o!e. They (e!erate their ow! i+ea$7 theme$ a!+ $trate(ie$< ma'e i!!ovatio!$ i! co!*u!ctio! with the er$o!a.ity a!+ va.ue of the 0ALLS )ra!+$. A+verti$i!( at 0ALLS i$ )ui.t8i! a!+ the com a!y (oe$ for cor orate theme$. Now +ay$ the focu$ i$ o! )ra!+ a+verti$i!(.

FACTORS FOR COMPETITIVE ADVANTAGE:

Factor$ re$ o!$i).e for 0ALLS; com etitive a+va!ta(e are>

Su erior Qua.ity #i(h $ta!+ar+$ of hy(ie!e

Walls Ice Cream

New i!!ovative ro+uct$ Stro!( tech!ica. '!ow.e+(e ?oo+ +i$tri)utio! Tech!ica. a+va!ceme!t DID YOU KNOW?
Some ice cream$ are )e$t a$ a! occa$io!a. i!+u.(e!ce7 )ut other$ ca! )e a re(u.ar treat7 a!+ eate! $e!$i).y7 ice cream ca! )e art of a hea.thy )a.a!ce+ +iet. #eart)ra!+ i$ +eve.o i!( ro+uct$ that are .ower i! fat7 $u(ar8free7 .acto$e8free7 a$ we.. a$ .ow8car) o tio!$ a!+ tho$e with more !utritio!a. C(oo+ie$C .i'e ca.cium a!+ fruit. For exam .e>
Two

$coo $ of Carte +COr Li(ht @a 133m. $ervi!(A have o!.y /2 ca.orie$ a!+ 2.%( fat

&a(!um So.ero I!

Li(ht @1/3 ca.orie$O13( fatA ha$ "3N fewer ca.orie$ a!+ ""N .e$$ fat tha! &a(!um C.a$$ic $tic'$ i!c.u+e two with rea. fruit iece$ i! the coati!( F Ora!(e Fre$h a!+ 4e+ Fruit$ F a!+ co!tai! )etwee! 3 a!+ %N fat a!+ o!.y 12813" ca.orie$ Euro e a.. ro+uct$ are !ow c.ear.y .a)e..e+ with e!er(y7 fat7 rotei! a!+ car)ohy+rate va.ue$7 a!+ from !ext year they wi.. a.$o )e .a)e..e+ with7 wherever o$$i).e7 fi)re7 $aturate+ fat7 $o+ium a!+ $u(ar$ va.ue$ of i!crea$i!( the $i5e of our ro+uct$7 we have ma+e ma!y of our favourite )ra!+$ $uch a$ Cor!etto a!+ &a(!um avai.a).e i! $!ac' $i5e to he. with ortio! co!tro. i!ve$t arou!+ I,3 mi..io! i! ice8cream re$earch a!+ +eve.o me!t each year7 of which %3N i$ $ e!t i! the hea.th a!+ we..)ei!( $ector

I!$tea+

0e

Walls Ice Cream

INOVATIONS
Lau!che+ i.io! u!it$ a year. 4ece!t $ucce$$e$ i!c.u+e &a(!um I!te!$e7 &a(!um / Si!$7 a!+ &a(!um &ome!t$.

Walls Ice Cream

Our ice cream a.$o offer$ +e.iciou$ choice for $ ecia. +ietary !ee+$ F i!c.u+i!( .acto$e8 free o tio!$7 $oy ice cream a!+ ice cream for +ia)etic$. I! the ES7 weCve a.$o .au!che+ !ew Li(ht a!+ No Su(ar A++e+ ice8cream a!+ !ove.ty ro+uct$7 u$i!( our ro rietary Cco.+ extru$io! tech!o.o(yC. Thi$ tech!o.o(y e!a).e$ u$ to C+ou).e chur!C our ice8cream to +e.iver a hi(her 9ua.ity7 creamy texture+ ice8cream that i$ .ower i! fat.

KEY FACTS
E!i.ever

i$ the wor.+C$ )i((e$t ice cream ma!ufacturer7 with a! a!!ua. tur!over of I, )i..io! #eart)ra!+ ro+uct$ are $o.+ i! more tha! %3 cou!trie$. The #eart)ra!+ o erate$ u!+er +iffere!t !ame$ i! +iffere!t mar'et$ @0a..C$ i! the E6 a!+ mo$t art$ of A$ia7 A.(i+a i! Ita.y7 La!(!e$e i! ?erma!y7 6i)o! i! Bra5i.7 a!+ O.a i! the Nether.a!+$A we.. a$ creati!( +e.iciou$ remium ice cream$7 Be! B JerryC$ ha$ a fa!ta$tic $ocia. mi$$io!> the Be! B JerryC$ Fou!+atio! ma'e$ charita).e +o!atio!$ of over R1.1 mi..io! +o..ar$ a year i! 12127 &a(!um wa$ the fir$t ice cream o! a $tic' e$ ecia..y for a+u.t$. To+ay7 &a(!um i$ o!e of the wor.+C$ .ea+i!( im u.$e ice cream )ra!+$7 $e..i!( arou!+ 1 )i..io!.

A$

Walls Ice Cream

AN EXCLUSIVE INTERVIEW WITH

SA,.A A. "6AMA."E/,-G MA-AGE. U-,!E0E. (P0/) !/1.

Q- WHAT WERE THE THREATS TO THE COMPANY?

ANS8 O!e of the ma*or threat$ to $alls'$ $ucce$$;$ u comi!( of .oca. com etitor .i'e ME&&M7 4occo etc. The$e u comi!( )ra!+$ are (oo+ 9ua.ity7 ta$te a!+ are avai.a).e i! .ow rice$. Cha!(i!( co!$umer refere!ce. Q- WHAT INCENTIVES ARE THE COMPANY PROVIDING TO THE RETAILERS? ANS8 0ALLS $ o!$or variou$ activitie$ i! the city )y rovi+i!( ice cream at +iffere!t ve!ue$. It ha$ rovi+e+ a.. retai. out.et$ $e..i!( 0ALLS ice cream with +ee free5er$ to $tore ice cream. Q- WHAT IS THE COMPAN ! MARKET SHARE IN THE ICE CREAM INDUSTRY? ANS8 0ALLS i$ coveri!( ""N of the mar'et i! ice cream i!+u$try whi.e the u!)ra!+e+ ro+uct$ cover$ %-N.

Walls Ice Cream

Q- WHAT INFORMATION IS BEING PROVIDED FROM YOUR ADVERTISING CAMPAIGN? ANS8 $alls ice cream u$e$ 4emi!+er A+verti$i!( which i$ to remi!+ eo .e a)out their ro+uct )ut whe! they .au!ch !ew f.avor$ or ro+uct$ tha! they u$e I!formative A+verti$i!( to i!form the eo .e a)out their !ew ro+uct$ or f.avor$.

Q- WHICH ICE CREAM IS THE MOST POPULAR AMONGST THE PEOPLE? ANS8 &a(!um i$ o!e of the wor.+C$ .ea+i!( im u.$e ice cream )ra!+$7 $e..i!( arou!+ 1 )i..io!.

Q- WHAT IS THE C"#$%& ! MARKETING STRATEGY? ANS8 After the 0ALLS a!+ POL6A mer(er7 the mar'eti!( for POL6A i$ )ei!( +o!e a.o!( the $ame .i!e$ a$ 0ALLS @Bi..)oar+$7 Po$t8$i(!$7 a!+ $i(!$ out$i+e retai.er$A. #owever7 the rici!( $trate(y i$ (oi!( to )e Economic Pricing Strategy. Q- WHAT IS INDUSTRY? YOUR FUTURE AIM IN THIS COMPETITIVE

A-S7 0ALLS i$ i!tro+uci!( !ew ice cream$ with +iffere!t )ra!+$ $o it ha$ exi$ti!( ro+uct cate(ory with !ew )ra!+$. 0a..$ wi.. a.$o offer +e.iciou$ choice for $ ecia. +ietary !ee+$ F i!c.u+i!( .acto$e8free o tio!$7 $oy ice cream a!+ ice cream for +ia)etic$. The com a!y wa!t$ 0a..;$ to )e u!i9ue.y o$itio!e+ a$ a to 9ua.ity ice cream that come$ to the cu$tomer;$ +oor$te .

Walls Ice Cream

RECOMMENDATIONS & SUGGESTION

Walls need to give more emphasis on mar eting research to study consumer pre!erences and trends to tap ne" tastes and to target middle class target groups# W$%%& need to identi!y t"o sets o! 'rands ( ma)or and *inor# +t should advertise ma)or !ocus 'rands and shall support minor !ocus 'rands 'y mega consumer promotion# Walls should di!!erentiate its ne" o!!erings on product design ( the shape, service - capitali.ing on its distri'ution strength and image ( relating campaigns "ith cele'rities and events# W$%%& should ma e the pac aging more color!ul and should ma e the use o! positioning propositions on pac ets# $nd, it should use the pictorial representation o! the advertising concept on its pac aging# W$%%& still need to 'e strong in /hildren segment# W$%%& should cut do"n port!olio si.e and call o!! production o! non-selling 'rands# W$%%& should !urther strengthen its distri'ution net"or #

Walls Ice Cream

4EFE4ENCE www.wa..$.co.u' www.u!i.ever.co.u' www.e!.wi'e e+ia.or(Owi'iOu!i.ever www..oo'$martfami.ymea.$.com www.ciao.co.u'O0a..$S&a(!umSC.a$$icSIceSCream SS,""2"-3 0ww.u!i.ever.comOourcom a!yO i!ve$torce!treO re$e!tatio!S$ eeche$