Professional Documents
Culture Documents
Table of contents
Topics:
Company profile
Page No.
4
History company
History of the product
4
5
1
Mission
6
Vision
6
Formulating strategies
8
7-
Market analysis
Pestl
9-10
Walls polka acquisition
11
12-15
Organizational data
18
15-
Performance data
Condensed financial information
Objectives
20
Segmentation
18-21
Target
22
Marketing
22-37
market
mix
strategies
2
Porter
38-39
forces
Competitors analysis
39-42
SWOT analysis
42-44
Conclusion
45
COMPANY PROFILE:
HISTORY OF THE COMPANY
3
Founded 1930
Employees 350,000
Sales $25.3 Billion
Profits $982 Million
Headquarters London, England and Rotterdam
Netherlands
3d-largest company in Britain
Worlds largest margarine producer
Worlds largest soap and detergent maker
Worlds largest maker of packaged tea
Worlds largest ice cream maker
Worlds 3rd-largest advertiser
Worlds 16th largest industrial company
Rank Worlds largest consumer products company
the
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.
FORMULATE STRATEGIES:
6
Inward Records
The organization keeps an inward record for data with respect to reality and figures
for more than 10 years. These inward records are essential while settling on a
choice. Key changes in the course of the most recent ten years and their subsequent
effect on the execution of the firm helps roll out new key improvements. Deals
figures for a particular season amid the last a few years help conjecture deals for
the following period. An alternate advantage of inside records is that they can be
gotten to rapidly and their expense is low when contrasted with different
wellsprings of gathering data.
Promoting Intelligence
The ordinary data about the advancement in the promoting environment is called
advertising insights. This may incorporate data about the regular part of business,
concerning current piece of the pie, contenders procedure or some new law been
ordered. There are numerous a sources we see at Walls that are utilized to gather
data. Aside from the inward records that stay informed regarding the past, new data
is gathered through organization's own staff, i.e. officials, item chiefs and general
7
MARKET ANALYSIS:
8
PESTEL ANALYSIS
Political
there is always political instability in Pakistan so we will try to follow such rules
and regulations and laws that even if there is a political change in the country no
one can comment on our strategy and demand a change in our business. But we
found that in the recent past the Dharna of imran khan gave much profit to the
walls carts. Their profits were in thousands in each days.
Economical
According to the government the inflation rate is controlled and purchasing power
is also stable. Which shows that there is no effect on the sales of walls products.
The taxes are increased by the government last year budget which forced the
companies to increase the prices of products and not to compromise on margins
because every company stay in industry to make profits.
Social:
increasing globalization has increased the influence of western culture in pakistan.
The life style of pakistani people is changing rapidly people are more conscious
about their health. To meet the demand of rapidly increasing population, we are
trying maintain our quality standard through tqm (total quality management) so
that people live happy and healthy life. Magnum shows the class positioned as
classy icecream. Where cornatto is positioned as for youngster.rainbow, panda ete
are for the kids. Cornetto campaign for finding cornetto girl.
Technological:
technology in pakistan has not yet been so advanced but now a days awareness
about technology is increasing very fast and walls from the very first day trying its
best to use updated technology to produce quality goods. New production plants
for producing the hygienic products in which milk stralization plant also included.
Then they are the first who introduced refrigerated trucks for the distribution of
their icecreams to keep it chilled.
Legal:
Increase in terrorism nowadays frightened the people of Pakistan due to which they
decrease their outgoing activities. The icecream parlors do not have that traffic
which were in the last years.this situation arised from the recent Zarb e Azab
operation in which reaction the terrorists became active. In kpk the situation is
even more worst. the markets were having very low traffic from past some months
which have an effect on walls sales.
The law and order situation is very unpredictable nowadays in Pakistan. for which
the army and government have taken many bold steps and search operation are
even expended to many cities of Pakistan.
Walls polka ACQUASITION:
Before Wall's introduce in Pakistan, Polka was the market leader but it had to face
competition with Yummy, and Rocco soon after. Polka dominated the local market
between 1980 - 1990s. These were the only three ice cream companies in Pakistan
during that period. Polka had almost 80 - 85% share of the market, the rest was
shared by Yummy and Rocco. Due to their heavy investment and sponsorship
Polka was the name that came into one's mind when one though about ice cream.
10
But that was in the 80s, then came Wall's in 1995 and that was it the turning point
for Polka's Sales. Wall's had a very different strategy than polka, they projected
themselves as very strong company, plus they had a very strong marketing Plan,
Which removed Polka out of the Market in to no time. Hence today we see Wall's
SPD's on the streets of Pakistan selling all the variants of ice cream.
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.
Walls 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.
11
Its the only ice cream that is known by the people world wide because its
positioning is done such wisely that they had made it need of the consumers. Every
brand is linked with every age and situation usage imagery.
CORNETTO:
Cornetto is positioned as the icecream of love birds. Different campaigns are done
with this brand for example seeking cornetto girl and the fresh campaign is
cornetto secret love service generating new love songs for their beloved.
Even the drama has been made on the campaigns of icecreams.
MAGNUM:
Magnum is positioned as a classy ice cream with a heavy taste of chocolate which
is another a brand itself in walls.
CARTE DOR:
Like magnum due to high prices everyone cant enjoy its taste. Rich people can
afford it because they are les price conscious and prefer quality.
SLike these many of their other products are been introduce as brand and are for
family occasions and events gathering. Having ice creams having fun.
Unilever is the world's biggest ice cream manufacturer.
Except from Starbucks Ice Cream and Ben & Jerry's, all of its ice
cream business is done under the "Heart brand" brand umbrella
which is present in more than 40 countries worldwide.
12
Eskimo - Austria
Frigo - Spain
Frisko - Denmark
13
HB - Ireland
Kibon - Brazil
Langnese - Germany
Lusso - Switzerland
Miko - France
To Rico - Venezuela
ORGANIZATIONAL DATA
14
PERFORMANCE DATA:
Condensed Financial Information
First Quarter Ended
March 31, 2014 March 31, 2013
(Rupees in thousands)
Sales
1,951,390 1,743,216
819,277 733,608
(4,888) (1,355)
423,427 379,168
15
SEGMENTATION
Segments
(A, B, C, D, E,
Market
targeted
Marketing
programming each
Product
Positioning
17
A market segment consists of a large identifiable group with a market. Buyers are
differ in their wants, purchasing powers, geographical location, buying attitude and
buying habits Walls have segmented market according to consumer characteristics
and consumer response.
Walls take advantage for both these strategies. In identical
consumer characteristics those whose geographical, demographic
and psychographic characteristics are common and from an other
those customer who give much attention to benefits, occasions
and brand.
Demographic segmentation.
Geographically segmentation.
Psychographic segmentation.
Behavior to word Product.
DEMOGRAPHIC SEGMENTATION:
Age:
Gender:
18
Income:
Occupation:
businessman
Social Class:
RS 15,000 to RS 35,000.
Professional,
Technical
and
Students,
Density
Climate
of Pakistan.
Urban, rulers
19
available in urban and rural areas all over the country.Wall's has
been targeted every segment and we can say that wall's has a
Fragmented market.
22
23
24
Brand Name
25
26
27
Skimming Pricing
Market skimming involves setting a price that is high in the range
of expected prices. This strategy is particularly suitable for new
product because in the early stages of a product life cycle, price is
less important and competition is minimum. Product user is from
high-income group and they are financially strong and they are
not price conscious. Profit margin is high. We can not set this
strategy for a long period of time because after some time
competitor arrives in the market and competition among them
start.
Penetration Pricing
Establish distribution centers all the cities where the Icecream to be supplied, these distribution centers will have a
storing facility i-e a large freezer room for storing the ice-cream,
the temperature maintained in the freezer room will be -50
degrees Centigrade. These distribution centres will be responsible
for the flow of product. They will take orders from a market, fill
them and provide on time delivery to the retailers. These
distribution channels will be run by the whole salers, they will
required to keep a certain level of inventory to fill the customers
orders promptly, completely and accurately. Each city will have
one distribution centre that will cover the whole city.
29
31
Personal Selling
Advertising
Sales Promotion
for the first time they have introduced ice cream parlor of their
product where people can have an ice cream of their choice. In
this they have targeted the upper class and through which they
are getting more fame in the society.
Public Relations
For strengthening itself in relationship markets WALLS is not only
going for customer satisfaction but also stressing upon building
strong public relations.
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
4. Street Vendors Free Treks To strengthen its relationship
with the various public and customers WALLs sponsors an Art
exhibition.
Favorite Brand of Ice-Cream
Over half the respondents claimed that Walls product was their
favorite brand of ice-cream (adults: 56%, children: 59%). (Not
unsurprisingly, this correlates with respondents most recent
purchases (for respondents stating that their most recent icecream purchase was a Walls variety 80% adults and 86% children
claimed a Walls product was their favorite.
33
Magnum takes the top spot again with around a fifth of adults and
children (19%) claiming it as their Favorite.
Around half of the respondents (adults: 52%, children: 49%) agree
that the price of their favorite brand varies across the different
outlets they usually buy from, supporting the wide range of prices
actually recorded by brand.
34
5. Packaging
Multiple packaging
Small packs:
Sticks
Cones
Cups
liter pack
1 liter packs
Tubs
Bulk packs:
10 liter packs
37
Competetors Analysis
OMORE:
Manufacturers are Engro Foods Pakistan. Engro stands for
Energy for Growth. Its logo is Art for Happiness.it was launched
in 2009 april. It was introduced in 8 cities of Pakistan.in just few
weeks its sales raised upto rs 10 million on volumes of 76,000
liters.
STRENGTHS:
Fresh milk ice cream
38
Low price
Bactofuge technology.( A Belgian process for removing bacteria from
milk by high speed)
WEAKNESSES:
No variation in ice cream products.
Not properly distributed in rural areas.
Not positioned at level of walls is.
Not well famous in small cities
Not known in other countries
Local brand
YUMMY:
At currently is operating in Punjab NWFP and AZAD Kashmir
region. Its segmenting is done on the basis of the taste and health
conscious consumer. Yummy targeted its market by creating an
image of high quality and hygienic products. Yummy was for
anyone, anywhere and at anytime. Sale contribution is Rs
3000,000 per day average in summer season.
Strengths:
Yummy Ice Cream is available in natural taste.No preserving
chemicals that affect the health.Its a frozen dessert.It is a time
39
Competitor
Competitor
Competitor
40
WEAKNESSES
Pure milk is not used in ice cream
OPPORTUNITIES
Gap in market for diet ice cream, which Wall's can cover
because they are more, establish than other's.
Walls proves itself to be quality oriented product and maintain
good taste and standard, than it would be able to create a
strong position in all (Pakistan) for a long period of time.
They can introduce flavors of flowers too.
Medicate ice creams for diabetic or any other consumers
THREATS
Omore is the biggest competitor in the market ,rapidly increase
in their Market share is a big threat for Wall's.
Also yummy is their having enough shares of market.
CONCLUSION:
Ice creams are liked by every age customers. The quality they
maintained had lead to loyalty of their customers. I think walls is
the only brand which is spread world wide and is known mostly in
Asia countries and is liked by Asian people.
42
Omore was a huge competitor in the market in the last few years.
but now adays it is totally vanished from the market as well as
from the media. It have given walls a really tough time.
The distributor should always take care of trucks and keep them
properly maintained. Smaller trucks are used for deliveries within
the city and big one for the transportation of ice cream from
production plant to the distributors.
Walls can do much more better works and can extend their flavors
more from fruits to flowers and vegetables. They have the ability
to take bold steps in future.
43