MARKETING MANAGEMENT

A STUDY OF BRAND

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 EXECUITIVE SUMMARY
The following project represents the report on the coco cola. This

project includes

 Brand’s over view

 4 P’S of brand

 The analysis of internal and external environment.

 Strategic analysis of the market and the position of the brand in

the market.

 Walls Products in Pakistan

 The objectives set by the brand with respect to the different

products.

 Distributional strategy of wall’s.

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HISTORY OF WALLS- A UNILEVER HEART
BRAND
UNILVER IS THE WORLD LARGEST MANUFECTURER

Unilever is the world's biggest ice cream manufacturer;

with an annual turnover of €5 billion. Wall's is the brand
name of Unilever's Heart brand ice cream business, used
originally in the United Kingdom.

LAUNCH OF HEART BRAND

Though Unilever has been selling ice cream globally for

years, the Heart brand was launched in 1999 (and slightly
modified in 2002) as an effort to increase international
brand awareness and promote cross-border synergies in
manufacturing and marketing.

HEART BRAND IN PAKISTAN

In Pakistan the Heart brand is called Wall’s and it is one

of the most active players in the market and is striving to
offer lighter, healthier products as well as providing old
favorites, hence catering to a variety of diverse tastes.

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MISSION STATEMENT

“TO PROVIDE BEST QUALITY AND CAPTURE MARKET

LEADERSHIP”.

WALLS have enlightened its mission statement in different

manners for their consumers. Have a look at some of
them:

“The Wall’s brand stands for a good time. From affordable treats
to premium indulgence, to hanging out with friends and sharing
precious family moments; Wall’s adds to the simple pleasures in
daily life.”

“Wall’s ice creams wrapped with fun, laughter and good times.”

“Adding vitality to life- responsible about good nutrition”

“Taste good, feel good and get more out of life.”

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VISION OF WALLS

“WHEN YOU MEAN ICE-CREAM YOU MEAN WALLS.”

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 and wall is one of those.

OBJECTIVE OF WALLS:

To maximize profit: WALLS is capturing its market for the last 15

years and thus earning the highest profit with respect to its
competitors. Its profit is increasing every year and thus gaining loyalty
of its customers.

To capture greater market share: WALLS acquire about 68% of total

market share of Pakistan.

To stay as market leader: Wall’s is the largest player in the Pakistan

ice cream market. It is acting as a market leader and thus earning
highest revenue in market.

To earn goodwill and good reputation for the company: WALLS is

providing its customer the best quality product in a wide range of
taste, flavor and thus getting pleasure and thus maintaining their
loyalty status.

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MARKETING STRATEGIES

”Marketing strategies is the marketing logic by which the company

hopes to create this customer value and achieve these profitable
relationships.”

Marketing strategies for achieving the objective of company

• The company is investing a large amount in every deserving factor

of marketing mix and different segments because walls is
financially very sound and thus getting more market share at high
percentage.

• They have managed their budgets well and have developed a

system of monitoring the budget allocation against actual figures.

• Wall’s is selling its product at competitive prices which is the

biggest marketing strategy to play in market.

Other marketing strategies

 Walls is enhancing its Product features to differentiate the

product from that of competitors

 Distribution becomes more intensive and incentives may be

offered to encourage preference over competing products.

 Doing aggressive Promotion which emphasizes product

differentiation

 Wall’s is also redesigning its packaging of products to attract

current and new consumers to the brand and ensure further
standout in the freezer.

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  The brilliant new TV advertising is making a huge impact and will
soon put Wall’s Soft Scoop at the front of consumer’s minds
whilst increasing loyalty and driving sales
 This is one of the first times that picture messaging is being used
in a business to business promotion.

As strategic alliances are booming across almost all industries and

services, Walls have also adapted this way of marketing.

1) Product or services alliance

One company licenses another to produce its product, or two

companies jointly market their complementary products or a new
product. Like Walls have permitted different hotels and local ice
cream parlors to produce new products. McDonald’s use Walls ice
cream for a new products like Oreo, Choc frenzy, and MnMs.

2) Promotional alliances

One company agrees to carry a promotion for another company’s

product or service. Like Walls promoted the concert of Jal-the band
in year 2008, and Jal promoted Walls cornetto by a video song.

Wall's overwhelming success is a result of its efficient marketing

strategies.

These include manufacturing a wide variety of products to meet all

different types of customers, a lifestyles, an ability to maintain
product quality, and placing a special emphasis on its business alliances
and relationships.

 Wall's has maintained its leadership with the help of some very
strategic and timely campaigns.

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 CONSUMER SEGMENTATION

What is segmentation?

“Dividing the market into different segments”

There are four bases for segmentation.

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Geographic segmentation:
World region Asia
Country region Pakistan
City Karachi, Hyderabad, Multan, Lahore,
Gujarat.
Density Urban areas
Climate All but less in winter.

Psychographic segmentation

Social class Available for upper (elite) class, lower

uppers and upper middles.
Life style Not specific
Personality Not specific

Behavioral segmentation
Occasion Regular as well as special occasions
Benefits Quality
User status Potential users, ex-users, first time user
and non user
Loyalty status Medium
Readiness status aware, informed, interested, desirous,
intending to buy
Attitude towards product Positive and enthusiastic

Wall’s has embarked on several engagements to spread the message

of fun, excitement, love and friendship. Who can forget the love
sparked from our popular reality show – Cornetto, Love Perhaps?

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Demographic segmentation:
Age Above 5 and below 65
Gender Focus on both
Family size Not specific
Occupation Not specific
Income Rs. 5000 and above
Education Not specific
Religion Not specific
Nationality Not specific

Segmentation based on lower sugar content and extra nutrition:

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-carbohydrates options and those with more

nutritional 'goodies' like calcium and fruit. Diabetics can consume

TD without worrying about their sugar levels. Based on this choice

of customers, the consumer market firstly was divided into two

major sectors, the diabetics and non-diabetics.

Non diabetic
Diabetic

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TARGET MARKET
Targeting is how marketer is capturing the different segment of
market.

Walls is targeting two kinds of market:

1. Consumer market
2. Business market

How walls is targeting different segments of consumer market

Wall’s has targeted a wide variety of consumer with its wide array
of ice creams.

Targeting children:

Paddle pop series of walls target children. This product targets

children by the usage of cartoons and different contests used for
its promotion. The packaging is in rich and bright colors to attract
children. Wall's introduced its "Paddle Pop Galactica" campaign,
wherein consumers who buy ice-cream and collect and redeem the
stick will get free toys

Targeting teenagers:

One of the most popular products of walls is cornetto cone series.

This product targets teenagers and university students. The

advertising and the promotion material for this particular product
capture young generation and show cornetto’s link with enjoyment.

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Wall’s has used popular personalities among the youth to promote
the brand among them.

Targeting adults:

Magnum is an expensive product of walls. This may not appeal to all

age groups and consumer. It targets adults and people who have a
taste for strong chocolate and rich cream. The advertisements for
this brand portray luxury and class, therefore the high price, thus
targeting the adults.

Targeting families:

Walls also offer liter ice cream packs for families. The advertising
material for this particular brand shows family and highlights the
importance of families and quality time with loved ones.

“Target market for WALLS is not limited. Its consumers belong to

every age group and class.”

Targeting business market

Except for targeting different types of consumer walls is also

targeting business market which include different general stores,
shopping malls, tuck shops at petrol pumps, different marts and
similarly from food and restaurants to five star hotels. It is
placing its freezers at every above mentioned place to makes its
ice cream available where ever the customer require it.

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They have introduces new "ultra' freezer cabinet for retail shop to
ensure that Wall's product stay in perfect condition right up to the
time of purchase in spite of power break downs.

One of its ice cream channels i.e. out of home made a contract
with PSL. Similarly it has made contracts with food chains like
pizza hut, McDonalds and KFC. These food places are using walls
ice cream in all kind of their ice cream desserts.

Targeted products:

For kids

For youngsters or teenagers For adults

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Marketing Mix Model
Guided by marketing strategy, the company designs an integrated
marketing mix made up of factors under its control-product, price,
place, and promotion (the 4Ps). To find the best marketing strategy
and mix, the company engages in marketing analysis, planning,
implementation, and control

Marketing mix model is a mixture of 4 P’S.

Have a look at flow chart:

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1. Product
Types

Walls has three types of products

1. Dairy products
2. Splash
3. Water ice
Forms

Three forms of walls ice cream are:

1. Impulse ( cones, lollies , cups )

2. In home ( liter packs , buckets)
3. Bulk pack (supplied in hotels)

Product name Weight in ml

Cornetto 120 ml
Feast 80 ml
Magnum 110 ml
Top Ten 65 ml
Polka cup large 95 ml
Polka cup small 80 ml
Donut 65 ml
Max cup 80 ml
Jet sport 65 ml
Moo 70 ml
Pop cone 100 ml
Paddle pop 60 ml
Family pack small/large 500 ml/1000 ml

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Sundae 500 ml/1000 ml
Expert choice 500ml/1000ml

PRODUCT NAME FLAVORS AVAILABLE

CORNETTO Chocolate, Strawberry
FEAST Chocolate, Kulfa
MAGNUM Classico, vanaila etc
TOP TEN Chocolate & Vanilla
POLKA CUP LARGE Mango, Strawberry
POLKA CUP SMALL Vanilla, Kulfi
DONUT Chocolate
STICK Vanilla, Mango
FRUTTI Orange, lemon
MOO Mango, Strawberry.
JET SPOT Orange, pineapple
Family pack small/large Wide range of flavors

Sundae Chocolate, strawberry,

mango, caramel.

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2. Price:
PRICING STRATEGY OF WALLS

Walls is following the

“Quality based pricing”

Review of company manager regarding pricing strategy

Company is introducing their products at higher prices than their other

competitors. The marketing manager tells the cause of using strategy
is that they are providing better quality and standard as compared to
other brands. Brand Perception is also a major factor.

Prices of walls ice creams:

Product name Price/ unit

Cornetto 30/35
Feast 30
Magnum 45/50
Pop cone 15
Polka cup large 25
Polka cup small 15
Donut 15
Max cup 22
Jet sport 8
Moo 15
Paddle pop 15
Family pack small/large 55/110
Choc bar 10
Sundae 135

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PRICING OBJECTIVES

 To achieve a target return

 To maximize profit
 To increase sales volume
 To maintain and/or increase market share.

4.Packaging
The packagings of the products are according to the nature of the
products. The designing of the wrappers shows the

 internal flavor
 Color of the core product.
 Name of product

Product Packaging
Magnum

Moo

Spin

Wrappers and sticks, which they are using, are specially prepared
according to hygienic point of view; sticks are imported and cleaned
with chemicals to completely destroy the harmful effects on
product quality and consumers health.

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4. Promotion

Walls spend 3 million/year on its promotion which is 25% of its total

budget.

Promotional strategies
Following strategies are used for the promotion of walls:

1. Massive Advertising: Strong and effective advertising is vital for any

products success. We intend to use a strong advertising campaign which

should have a positive impact on the market.

WALLS BELIEVE IN ADVERTISING AS A MAIN TOOL OF INCREASING SALES

AND AWARENESS.

Objective of advertising: The purpose of advertising is to promote the

relationship of walls and joy and happiness and fun. Since our company

has a strong brand name, advertising will helps in exposure of brand to

the customers. It will also induce a desire for buying the product as in

the ads it is shown that people desire to acquire walls ice cream.

Advertising tools:

Ad message: Through advertising walls convey the message of

happiness, joy, pleasure; children interests and university life. They

induce walls as a part of the good memories of the customers. In ads

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they have targeted the children by using animated figures like lion and

pirates. They have used their tagline for paddle pop product i.e. “paddle

pop takes u to the land of adventure”. Similarly they captured

teenagers’ interests by showing the university life and its enjoyment.

Advertising media:

The choices of media for advertising include electronic and print media:

Electronic Media: TV, Radio and Website

Walls special tone: A SPECIAL TONE IS INTRODUCED FOR

TRICYCLES AND HAND CARTS. THIS IS ALSO USED AS THEME

TONE FOR ELECTRONIC ADVERTISMENTS.

Print Media: Pole Signs and Bill Boards, news papers, magazines,

holdings, buntings etc

(2)Sales promotion:

The walls company signs contracts with different parties for major

events. It also makes contracts with occasional caterers etc for

providing their ice creams at the events. It also offers discounts

whenever there is a big contract. It also makes contracts with big

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stores/outlets to keep their products.

How walls do sales promotion?

 Walls spend 1 crore/year on sponsorships.

 Walls sponsor different events like walls carnival, life style

and concerts.

 Walls organize its stalls in funfairs held in schools, colleges,

university.

 Walls make contract with different celebrities for the

surveys of universities.

 It played major role in organizing Besant festival in Bahria

University.

 Walls has made contracts with worldwide food chains like

pizza hut, McDonalds.

 It also deals with hotels like Sarena, Marriot ,PC bhourban .

 It also places it ice cream trolleys in markets at chand raat.

BRAND AMBASSADOR:
Brand ambassadors are those celebrities who work in the ads of
specific brand. There are lots of brand ambassadors of walls. Walls
spend a lot on their brand ambassadors for capturing them in their
advertisements.

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Brand ambassadors of walls are:
 Ali Azmat
 Amrita rao
 Jal band
 Dafi ( Malaysian singer )
 Gita Gutawa.

3. Online marketing:

 Animations and small ads of walls are placed on various websites

and added as pop-ups to attract customers.

 Also uploaded their ads on you tube.

OTHER PROMOTION TECHNIQUES

 They are creating and distributing your own brochures,

newsletters, fliers, posters.
 Doing 360° advertising all around the country.
 Give special offers during Ramadan like bye two cartons of walls
get one free.
 Supply their ice creams products in famous cafes like gelato
affair, hot spot which they used and provide you in the form of
shakes.

THUS WALLS HAS AIMED TO BE IN THE SIGHT OF

CUSTOMER THROUGH EVERY POSSIBLE MEAN.

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Brand positioning
In marketing positioning has come to mean the process by which
marketers try to create an image or identity in the minds of their
target market for its product brand or organization. It is the relative
competitive comparison their product occupies in a given market as
perceive by the target market. “

Positioning strategies
Walls is positioning its products as an international brand which has
very best quality. It has maintained its taste worldwide. It has the
same formula for its products worldwide

Walls has successfully positioned its products at the top of their

customers mind due to which loyalty status of their customer is very
high and they never want to switch to any other brand.

Following are strategies adopted by walls to position its product to the

best:

 It is totally germ proof.

 It has less air ratio contents that is why it takes more time to
melt.
 It is positioning in relation to a product or class attribute.
 It is positioning by price and quality
 It is positioning in relation to target market

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How wall’s is positioning itself in the mind of customers?

Wall’s has come up with few features which it is providing to its

customers thus positioning its brand at the top level of brain. See what
it is providing to its customer:

 Quality: The Heart-brand logo is common worldwide and

has come to be synonymous with quality treats. Wall’s is
providing its customer the best quality product and it is
maintaining its quality since 1965.

 Loyalty: This Heart Brand shows its urge of making its

customers loyal by providing them high quality product in
order to meet their quality demands etc. Wall’s has never
cheated its customer by providing them the product which
is low in quality, poor n taste and which its customer deny
to taste or buy thus maintaining high level of loyalty.

 Taste: This brand has promised its customers to provide

them a wide range of flavors in order to boost their taste
and favorites.

 Fun & Pleasure: The big red heart logo puts a smile on
your face by providing healthier products with a growing
range of innovative tastes.

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 Where walls position itself in world and in Pakistan?

* WORLWIDE RANKING OF WALLS:

Wall’s products are sold in more than 40 countries.

“Wall’s is ranked as # 24 in Newsweek’s list of Asia’s top brands.”

RANKING OF WALLS IN PAKISTAN

In Pakistan ranking # is 1. As walls is one of those ice cream companies

which is best capturing and targeting the market as well as consumers.
It has segmented the market in the most suitable manner. It has the
highest spending and highest earnings.

Where does our brand lie?

In order to see in which stage our brand is lying have a look at product
life cycle:

Product Life Cycle Diagram      

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 WALLS

SWOT ANALYSIS

STRENGTHS
 Renowned world brand
 Strong group backing.
 Popular brand market leader in chosen business segment with
diversified product profile.
 Strong distribution and advertising.
 Experienced and high regard management team.
 Use un-hygienic raw material.
 Manufacture ice creams with low calories, low sugar and extra
calcium.
 Use cold chains which require millions of investment.
 Product safety is assured

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 WEEKNESSES

 Broad array of product allows attacks from niche players.

 Low market penetration in rural areas.
 High dependence on imports for basic raw materials.

OPPORTUNITIES

 Government tough stands on smuggling.

 High margin ice cream business.
 High growth, high margin.
 Expansion – Reaching all segments.
 Globalization
 Catering to Health Consciousness people.
 Acquisitions of small players.

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 THREATS

 Rising inflation can reduced margins and demand.

 Potential depreciation of rupee.
 Increasing cost of packaging material in international market.
 Direct competitors can affect market share.

Marketing environment
Micro environment

 COMPANY:

 Finance Department
 Research and Development Department
 Operational Department
 Production Department
 Marketing department
 Sales department
All the department of companies form internal micro environment.
Proper functioning of all department matters a lot for the progress
of a company and brand. Excellent and poor performances of these
departments have a positive and negative impact on brand image.

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  SUPPLIERS:

It deals mostly with international suppliers. International and local

suppliers are

 Stick suppliers
 Sugar suppliers
 Insulated pack suppliers
 Other raw material suppliers etc
Suppliers matter a lot for the proper functioning of a company and for
the development of a brand and its different product. Timely supply is
very vital. As in case of walls whose sale is 24 crore liters/year
appropriate and good quality supply is significant.

 MARKETING Channels:
 Resellers , distributors, retailers
 Physical Distribution Firms
 Marketing Service Agencies

Marketing channels include communication channel, service channel and

distribution channels. The accurate operation of all three of channels
is equally important, as the workings of these channels are linked with
each other.

 CUSTOMERS:

Wall’s is dealing in the following markets:

 Consumer Markets
 Reseller Markets

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  International Markets
 Governmental market

 COMPETITORS:

 Direct competitor
 Indirect Competitors

Competitors
Competitors are those people or parties who whether when enter the
market or exist in the market try to come up to yours standard and try
to oppose you or beat you in market.

TYPES

Two types of competitors exist in market

 Direct competitor
 In direct competitor

Direct competitors:

Direct competitors are basically the strong competitors that can

affect your market share easily.

Direct competitor of walls

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  Walls vs. Hico: Hico has beaten the walls in their ice cream buckets.
Hico’s ice creams bucket is more in demand than walls one.
 Walls vs. Haagen-Dazs

Indirect competitors:

Indirect competitors are the one who newly entered the market and
cannot affect your market share all of sudden or may exist in market
but can’t beat your brand due to some reasons like poor quality or taste
or due to less availability in market.

Walls vs. yummy Walls vs. scoopers Walls vs. omore

Walls vs. mama

TRADE MARKETING
BRAND MANAGEMENT THROUGH DISTRIBUTION CHANNEL

The distribution channel is basically the procedure of getting the manufactured

product till the consumers. Transferring ice cream till the consumers is known as
cold chain. It is known as cold chain due to the precisions required for keeping the
ice cream under different ideal temperatures when getting it to the consumers.
The production of the ice cream is done under -35 degree temperature. While
transferring to outlets the ice cream is kept in trucks at -25 degree temperature.
In ware houses the ideal temperature is -26 degree and -28 degree in outlets.

Different distribution channels are shown below:

Chairman

24 private distributors all over Pakistan

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Out lets Tricycles Out of Home

(General Trade ) (Mobile channel)

Hotels

Restaurants

Cafes

Events

Under the chairman there are twenty four private distributors all over
Pakistan who are responsible for supplying the ice cream to the outlets
known as the general trade channel, to the tricycles ware house (mobile
channel) and to hotels, restaurants, cafes (HoReCa) and to different
events (known as Out of Home channel).

The system of how the different regions in Pakistan are covered is in

this manner:

Pakistan

Karachi Hyderabad Multan Lahore Gujrat

(Karachi city) (Rest of Sindh (Southern Punjab) (Central Punjab) ( North Regions)

and Balochistan) till Chenab (Peshawar,

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 Islamabad,

Rwp

Jhelum)

Suggestions and recommendations

1. They can make a separate ice cream parlor chain like

other parlors in Pakistan (YUMMY 36)

2. Company should try to produce raw materials here in

Pakistan instead of importing them from abroad to
reduce the cost; this will put them in better position to
reduce cost and ultimately prices of their products.

3. There are large number of such ice creams which are not
available in Pakistan but available in rest of countries like
U.K etc. so walls should manufacture those products in
order to enhance the variety and taste.

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 4. Walls should work on creating new ways to promote its
product. Like in rest of countries their way of presenting
ice creams in trolleys of glass and other equipments like
placing their canopies in sitting areas like park is very
unique. This should be promoted in Pakistan.

5. Walls need to enhance their packaging especially for

scoop ice cream in order to capture high class society.

*For further suggestions and recommendations contact

to their manager at their toll free number.

CONCLUSION:

Wall’s has a very rich history and is renowned brand and has a huge
spread over the world. The study in this report tells us about the
unique features of walls due to which it is consider as an international
brand. It has provided with how walls further improve its position in
market. Wall’s has a strong competitive position in the market with

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rapid growth. It needs to use its internal strengths to develop a
market penetration and market development strategy. This includes
focus on those products which are not available in Pakistan, and
catering to health consciousness of people through introduction of
further ice cream flavors. Further company should integrate with
other companies, acquisition of potential competitor businesses,
innovation in branding and aggressive marketing strategy can bring long
term profitability.

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