Sowt Analysis on Walls Pakistan

8/13/2019 Sowt Analysis on Walls Pakistan

http://slidepdf.com/reader/full/sowt-analysis-on-walls-pakistan 1/43

Walls Ice CreamWalls Ice Cream

TABLE OF CONTENTSS.NO TOPICS PAGES

1 Executive Summary

2 Overview of the Coma!y

" #i$tory of the Coma!y

% &ar'eti!( O)*ective$ a!+ Strate(ie$

, &ar'eti!( &ix

- E!viro!me!ta Factor$

/ S0OT A!ay$i$

Pro+uct Ca$$ificatio!

Pro+uct Li!e a!+ &ix

13 Pro+uct Life Cyce

11 Bra!+ Po$itio!i!( a!+ Strate(y

12 Cha!!e of +i$tri)utio!

1" &ar'et Se(me!tatio!

1% Promotio! &ix Strate(ie$

1, A+verti$i!(

1- 4ecomme!+atio!$




ACKNOWLEDGEMENT ACKNOWLEDGEMENT

LEVER BROTHERS

Fir$t of a tha!'$ to ALLA# Ami(hty for (ivi!( u$ $tre!(thFir$t of a tha!'$ to ALLA# Ami(hty for (ivi!( u$ $tre!(th a!+ coura(e to come u with $uch ta$'$.a!+ coura(e to come u with $uch ta$'$.

The! $ecia tha!'$ to &umta5 Ahme+ 6ha! for her e!+e$$The! $ecia tha!'$ to &umta5 Ahme+ 6ha! for her e!+e$$ $uort a!+ he7 without which comi!( u thi$ reort wou+$uort a!+ he7 without which comi!( u thi$ reort wou+ have )ee! !ext to imo$$i)e. She (ave u$ $uch i!formativehave )ee! !ext to imo$$i)e. She (ave u$ $uch i!formative

ro*ect to e!ha!ce our caa)iitie$ a!+ tha!'$ for her i+ea$ a!+ ro*ect to e!ha!ce our caa)iitie$ a!+ tha!'$ for her i+ea$ a!+ co!cet$ that he u$ to +o thi$ ro*ect $ucce$$fuy.co!cet$ that he u$ to +o thi$ ro*ect $ucce$$fuy.

The! a$t )ut !ot the ea$t we wou+ i'e to tha!' our ca$$The! a$t )ut !ot the ea$t we wou+ i'e to tha!' our ca$$ mate$ a!+ other frie!+$ who were very co8oerative with u$mate$ a!+ other frie!+$ who were very co8oerative with u$ throu(hout thi$ reort a!+ $eme$ter.throu(hout thi$ reort a!+ $eme$ter.




AN OVERVIEW OF THE COMPANY Lever Brother$ i$ o!e of the mo$t i!ter!atio!a coma!ie$ 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 $e$ overa thou$a!+ )ra!+$7 ma!y of which are mar'et ea+er$888 i! a cou!try7 i! a (eo(rahicre(io! or i! the wor+.

The $ae$ (e!erate+ )y it$ )ra!+$ ut the coma!y amo!( the to i!+u$tria coma!ie$ i!the wor+. Co!$e9ue!ty it ha$ the fi!a!cia $tre!(th to fu!+ the i!ve$tme!t i! !ewmar'et$ a!+ the +eveome!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! rey o! the 9uaity7 efficie!cya!+ $afety of it$ ro+uct$. It$ care for cu$tomer$ a!+ co!$umer$ are refecte+ !ot o!y i!the ro+uct$ it rovi+e$7 )ut a$o i! the way it rovi+e$ them. For exame7 it )eieve$that a fu!+ame!ta art of )ei!( $ucce$$fu i$ havi!( a $ou!+ e!viro!me!ta oicy. Thi$i$ i!crea$i!(y exre$$e+ i! the way it +e$i(!$ a!+ ma'e$ it$ ro+uct$.

GLOBALIZATIONINTERNATIONAL IN A LOCAL WAY

Lever Brother$ +e$cri)e$ it$ef a$ :i!ter!atio!a;7 !ot :(o)a;7 )ecau$e it +oe$ !ot attemtto e!ter a mar'et$ with $ame ro+uct. #af of )u$i!e$$ i$ foo+7 where it i$ ofte! e$$e!tiato ta'e a oca view. O!y a few ro+uct$ 8 i'e ice cream7 tea a!+ oive oi 888$ucce$$fuy

cro$$ !atio!a or re(io!a )or+er$. Simiary7 i! +eter(e!t$7 the formuatio!7 $e$ i! SouthAfrica wi +iffer from the o!e i! Fra!ce7 )ecau$e wa$hi!( ha)it$< machi!e$7 cothe$ a!+water 9uaity are a +iffere!t. Per$o!a wa$h ro+uct$7 o! the other ha!+7 !ee+ to varye$$7 $o there are $tro!( i!ter!atio!a )ra!+$ i'e Lux a!+ =ove. The ortfoio i!cu+e$ a )aa!ce mix of oca7 re(io!a a!+ i!ter!atio!a )ra!+$7 which ta'e accou!t of the+iffere!ce$ a$ we a$ the $imiaritie$ i! the co!$umer !ee+$.

There i$ a commo! aroach to $afety $ta!+ar+$ a!+ er$o!a oicie$7 whatever thecou!try. I! co!tra$t7 it$ atte!tio! to cu$tomer$ a!+ co!$umer$ are exicity oca.Co!$e9ue!ty7 i!!ovatio! ca! hae! everywhere7 !ot *u$t at the ce!ter. Some of the$ei!itiative$ ater trave the wor+> for exame7 &a(!um ice cream came from ?erma!y7

whie Or(a!ic $hamoo wa$ +eveoe+ i! Fra!ce a!+ Thaia!+.

FAST GROWTH IN EMERGING MARKETS




?e!erati!( (rowth i! +eveoi!( a!+ emer(i!( mar'et$ i$ a 'ey )u$i!e$$ riority forLever Brother$. Their $e!+i!( ower i$ $et t o overta'e that i! a+va!ce+ i!+u$triacou!trie$ withi! the !ext te! year$. It area+y ha$ a $tro!( re$e!ce i! +eveoi!( a!+

emer(i!( mar'et$.

It rovi+e$ )a$ic ro+uct$7 which are the fir$t urcha$e$ whe! eco!omie$ $tart to +eveo<it rovi+e$ ow8u!it8rice+ 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 $ohi$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$$fui!tro+uctio!$.

CORPORATE PROFILE

Lever Brother$ Pa'i$ta! Limite+ @LBPL i$ the ar(e$t fa$t movi!( co!$umer ro+uct$coma!y i! Pa'i$ta!. It i$ e!(a(e+ i! the ma!ufacture a!+ mar'eti!( of foo+7 )evera(e$a!+ +eter(e!t$ er$o!a ro+uct$ a!+ ho+$ mar'et ea+er$hi o$itio! i! tea a!+ icecream )u$i!e$$. The Coma!y mer(e+ with Lito! i! 1 a!+ Broo'e Bo!+ i! 1/.Lever Brother$ )ecame the ar(e$t ice8cream ma!ufacturer$ i! Pa'i$ta! throu(h a!ama(amatio! with Po'a i! &ay 1. The$e ac9ui$itio!$ have further $tre!(the!e+ therura +i$tri)utio! !etwor' of LBPL.

REVENUE STREAMS

The coma!y$ reve!ue $tream$ are reorte+ u!+er three hea+$> foo+$7 )evera(e$7 a!++eter(e!t$ @i!cu+i!( er$o!a8care ro+uct$. The foo+$ (rou cover$ )ra!+!ame$=a+a Ba!a$ati a!+ Pa!ta coo'i!( oi7 a!+ 0a$ a!+ Po'a icecream. The )evera(e$ (rou cover$ )ra!+ !ame$ Lito! a!+ Broo'e Bo!+ Suerme tea. The+eter(e!t cover$ Surf a!+ Dim. Per$o!a care ro+uct$ i!cu+e Lux7 Life)ouy $oaa!+ Su!$i' $hamoo.

No matter who you are7 or where i! the wor+ you are7 the cha!ce$ are that our ro+uct$are a famiiar art of your +aiy routi!e. Every +ay7 arou!+ the wor+7 eoe reach for

!iever ro+uct$.




HISTORY OF UNILEVER

!iever$ cororate mi$$io! to a++ vitaity to ife $how$ how ceary the )u$i!e$$u!+er$ta!+$ 21$t ce!tury8co!$umer$ a!+ their ive$. But the $irit of thi$ mi$$io! form$ athrea+ that ru!$ throu(hout our hi$tory.

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

I! the 13$7 0iiam #e$'eth Lever7 fou!+er of Lever Bro$7 wrote +ow! hi$ i+ea$ forSu!i(ht Soa hi$ revoutio!ary !ew ro+uct that hee+ ouari$e cea!i!e$$ a!+hy(ie!e i! Dictoria! E!(a!+. It wa$ to ma'e cea!i!e$$ commo!ace< to e$$e! wor'for wome!< to fo$ter heath a!+ co!tri)ute to er$o!a attractive!e$$7 that ife may )emore e!*oya)e a!+ rewar+i!( for the eoe who u$e our ro+uct$.

Thi$ wa$ o!( )efore the hra$e Cororate &i$$io! ha+ )ee! i!ve!te+7 )ut the$e i+ea$have $taye+ at the heart of our )u$i!e$$. Eve! if their a!(ua(e 8 a!+ the !otio! of o!ywome! +oi!( hou$ewor' ha$ )ecome out+ate+.

I! a hi$tory that !ow cro$$e$ three ce!turie$7 !iever$ $ucce$$ ha$ )ee! i!fue!ce+ )ythe ma*or eve!t$ of the +ay eco!omic )oom7 +ere$$io!7 wor+ war$7 cha!(i!(co!$umer ife$tye$ a!+ a+va!ce$ i! tech!oo(y. A!+ throu(hout weve create+ ro+uct$




that he eoe (et more out of ife cutti!( the time $e!t o! hou$eho+ chore$7imrovi!( !utritio!7 e!a)i!( eoe to e!*oy foo+ a!+ ta'e care of their home$7 theircothe$ a!+ them$eve$.

The fir$t ice cream )icyce$ i! Lo!+o! were u$e+ )y 0a$ i! Lo!+o! i! a)out 12".Ceci 4o++ of 0a$ came u with the $o(a! GSto &e a!+ Buy O!eG after hi$exerime!t$ with +oor$te $ei!( i! Lo!+o!. I! 12% they exa!+e+ the )u$i!e$$7 $etti!(u !ew ma!ufacturi!( faciitie$ a!+ or+eri!( ,3 !ew tricyce$. Sae$ i! 12% wereH1"7/17 i! 12/ H%%%7333. =uri!( the war year$ @1"8%, ma!ufacture of ice creamwa$ $everey curtaie+7 a!+ the tricyce$ re9ui$itio!e+ for u$e at miitary i!$taatio!$. I!Octo)er 1%/ 0a$ $o+ "7"33 tricyce$ a!+ i!ve$te+ i! free5er$ for $ho$.




TIMELINE

19thcentury

Athou(h !iever wa$!t forme+ u!ti 1"37 the coma!ie$ that *oi!e+force$ to create the )u$i!e$$ we '!ow to+ay were area+y we e$ta)i$he+ )efore the $tart of the 23th ce!tury.

1900s !iever$ fou!+i!( coma!ie$ ro+uce+ ro+uct$ ma+e of oi$ a!+ fat$7 ri!ciay $oa a!+ mar(ari!e. At the )e(i!!i!( of the 23th ce!tury theirexa!$io! !eary out$tri$ the $uy of raw materia$.

1910s Tou(h eco!omic co!+itio!$ a!+ the Fir$t 0or+ 0ar ma'e tra+i!(+ifficut for everyo!e7 $o ma!y )u$i!e$$e$ form tra+e a$$ociatio!$ to rotect their $hare+ i!tere$t$.

1920s 0ith )u$i!e$$e$ exa!+i!( fa$t7 coma!ie$ $et u !e(otiatio!$ i!te!+i!(to $to other$ ro+uci!( the $ame tye$ of ro+uct$. But i!$tea+ theya(ree to mer(e 8 a!+ $o !iever i$ create+.

1930s !iever$ fir$t +eca+e i$ !o ea$y ri+e> it $tart$ with the ?reat =ere$$io!a!+ e!+$ with the Seco!+ 0or+ 0ar. But whie the )u$i!e$$ ratio!ai5e$

oeratio!$7 it a$o co!ti!ue$ to +iver$ify.1940s !iever$ oeratio!$ arou!+ the wor+ )e(i! to fra(me!t7 )ut the )u$i!e$$

co!ti!ue$ to exa!+ further i!to the foo+$ mar'et a!+ i!crea$e i!ve$tme!ti! re$earch a!+ +eveome!t.

1950s Bu$i!e$$ )oom$ a$ !ew tech!oo(y a!+ the Euroea! Eco!omicCommu!ity ea+ to ri$i!( $ta!+ar+$ of ivi!( i! the 0e$t7 whie !ewmar'et$ oe! u i! emer(i!( eco!omie$ arou!+ the (o)e.

1960s A$ the wor+ eco!omy exa!+$7 $o +oe$ !iever a!+ it $et$ a)out+eveoi!( !ew ro+uct$7 e!teri!( !ew mar'et$ a!+ ru!!i!( a hi(hyam)itiou$ ac9ui$itio! ro(ramme+.

1970s #ar+ eco!omic co!+itio!$ a!+ hi(h i!fatio! ma'e the /3$ a tou(h time

for everyo!e7 )ut thi!($ are articuary +ifficut i! the Fa$t &ovi!(Co!$umer ?oo+$ @F&C? $ector a$ the )i( retaier$ $tart to fex theirmu$ce$.

1980s !iever i$ !ow o!e of the wor+$ )i((e$t coma!ie$7 )ut ta'e$ the+eci$io! to focu$ it$ ortfoio7 a!+ ratio!ai5e it$ )u$i!e$$e$ to focu$ o!core ro+uct$ a!+ )ra!+$.

1990s The )u$i!e$$ exa!+$ i!to Ce!tra a!+ Ea$ter! Euroe a!+ further$hare!$ it$ focu$ o! fewer ro+uct cate(orie$7 ea+i!( to the $ae orwith+rawa of two8thir+$ of it$ )ra!+$.

The 21stcentury

The +eca+e $tart$ with the au!ch of Path to ?rowth7 a five8year $trate(ic a!7 a!+ i! 233% further $hare!$ it$ focu$ o! the !ee+$ of 21$t ce!tury8

co!$umer$ with it$ Ditaity mi$$io!.




UNILEVER TO'AY

Our )ra!+$ are tru$te+ everywhere a!+7 )y i$te!i!( to the eoe who )uy them7 weve(row! i!to o!e of the wor+$ mo$t $ucce$$fu co!$umer (oo+$ coma!ie$. I! fact7 1,3miio! time$ a +ay7 $omeo!e $omewhere choo$e$ a !iever ro+uct.

Loo' i! your fri+(e7 or o! the )athroom $hef7 a!+ youre )ou!+ to $ee o!e of our we8'!ow! )ra!+$. 0e create7 mar'et a!+ +i$tri)ute the ro+uct$ that eoe choo$e to fee+their famiie$ a!+ 'ee them$eve$ a!+ their home$ cea! a!+ fre$h.

Peoe$ ive$ are cha!(i!( fa$t. A$ the way we a ive a!+ wor' evove$7 our !ee+$ a!+ta$te$ cha!(e too. At !iever we aim to he eoe i! their +aiy ive$. So we 'ee+eveoi!( !ew ro+uct$7 imrovi!( trie+ a!+ te$te+ )ra!+$ a!+ romoti!( )etter7 moreefficie!t way$ of wor'i!(.

0e have a ortfoio of )ra!+$ that are ouar 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 $tre!(th$>




1.Stro!( root$ i! oca mar'et$ a!+ fir$t8ha!+ '!owe+(e of the oca cuture.

2.0or+8ca$$ )u$i!e$$ exerti$e aie+ i!ter!atio!ay to $erve co!$umer$everywhere.

Focu$i!( o! erforma!ce a!+ ro+uctivity7 we e!coura(e our eoe to +eveo !ewi+ea$ a!+ ut fre$h aroache$ i!to ractice. #a!+ i! ha!+ with thi$ i$ a $tro!( $e!$e ofre$o!$i)iity to the commu!itie$ we $erve. 0e +o!t o!y mea$ure $ucce$$ i! fi!a!cia

term$< how we achieve re$ut$ i$ imorta!t too. 0e wor' har+ to co!+uct our )u$i!e$$with i!te(rity 8 re$ecti!( our emoyee$7 our co!$umer$ a!+ the e!viro!me!t arou!+ u$.

!iever i$ o!e of the wor+$ ea+i!( $uier$ of fa$t8movi!( co!$umer (oo+$. #ere are$ome rece!t hi(hi(ht$ from our three (o)a +ivi$io!$ 8 Foo+$7 home care a!+ er$o!acare.

FOO'S

The ac9ui$itio! of Be$tfoo+$ i! 2333 )rou(ht u$ ea+er$hi i! the cui!ary cate(ory.6!orr i$ !ow our )i((e$t )ra!+7 with 2." )iio! $ae$ i! over 133 cou!trie$ a!+ a ro+uct ra!(e coveri!( $ou$7 )ouio!$7 $auce$7 !oo+e$ a!+ comete mea$.

0e are the !um)er o!e ro+ucer of fro5e! foo+$ i! Euroe7 u!+er the Fi!+u$ )ra!+i! Itay7 Bir+$ Eye i! the 6 a!+ I(o i! other Euroea! cou!trie$.

0e are the cate(ory ea+er i! mar(ari!e a!+ $rea+$ i! mo$t Euroea! cou!trie$ a!+ North America7 with )ra!+$ $uch a$ Bece @the Nethera!+$7 Fora @6 a!+Ta'e Co!tro @S. 0e have met co!$umer +ema!+ for heathy foo+$ )yau!chi!( roactive7 a $rea+ that co!tai!$ i!(re+ie!t$ that ca! he re+ucechoe$tero eve$.

I! the )ra!+e+ oive oi cate(ory we are a ea+er7 the mo$t imorta!t )ra!+ )ei!(Bertoi. Aeai!( to co!$umer$ ta$te for &e+iterra!ea! foo+7 we have au!che+Bertoi a$ta $auce$ a!+ +re$$i!($.

0e are the wor+$ ea+i!( ice cream ro+ucer7 with )ra!+$ $uch a$ A(i+a a!+0a$ i! Euroe7 a!+ Be! Jerry$ i! the !ite+ State$. I!!ovatio!$ $uch a$

&a(!um $!ac'8$i5e$ a!+ Cor!etto mi!iature a!+ muti8ac'$ have $ar'e+ ro(re$$.

0e are the ar(e$t $eer of ac'et tea i! the wor+ throu(h our Lito! a!+ Broo'eBo!+ )ra!+$.




HOME ( PERSONEL CARE

•0e ea+ the home care mar'et i! much of the wor+7 which i!cu+e$ cea!$i!( a!+

hy(ie!e ro+uct$.

•&a!y of our home care ro+uct$ are mar'et ea+er$ i!cu+i!( Briha!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! ro+uct$ for $'i!

cea!$i!(7 +eo+ora!t$ a!+ a!tier$ira!t$.

•Our (o)a core )ra!+$ i! the er$o!a care mar'et are Axe7 =ove7 Lux7 Po!+$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




&e!tio! ice cream a!+ mo$t eoe thi!' of the #eart)ra!+. The )ra!+ with the )i( re+heart o(o i$ )ehi!+ ma!y much8ove+ ice cream ca$$ic$ from i!+u(e!t treat$ i'e&a(!um a!+ Cor!etto7 to the refre$hi!( fruit ta$te$ of Soero a!+ famiy favourite$ i'eDie!!etta.

MAKING YOU HAPPY

Few foo+$ are (uara!tee+ to ut a $mie o! eoe$ face$ i'e ice cream. But whie icecream $hou+ away$ )e fu!7 weve a! ever8(rowi!( ra!(e of ower fat7 ower $u(ar ro+uct$. #eart)ra!+ !ow rovi+e$ i(hter ver$io!$ for tho$e watchi!( the caorie$ a!+$maer $i5e$ for $maer aetite$7 a$ we o+ favourite$ there$ $omethi!( foreveryo!e.

MARKETING OBJECTIVES AND STRATEGIES

MARKETING OBJECTIVES:




The coma!y;$ o)*ective$ are ceare+ a!+ we +efi!e+. The coma!y wa!t$ 0a;$ to )eu!i9uey o$itio!e+ a$ a to 9uaity ice cream that come$ to the cu$tomer;$ +oor$te.I!itiay7 it wa$ o!y the :?oa ?a!+a 0aa;$; a!+ the :6ufi 0aa;$; that came to the+oor$te a!+ ma+e their re$e!ce '!ow! with famiiar )e or :ti!8ti!8ti!; $ou!+ of their

)e$. But a to 9uaity hy(ie!icay reare+7 imorte+ ice cream wa$ a cometey !ewi+ea that +ei(hte+ the co!$umer$ a!+ ma+e 0ALLS a hou$eho+ item. The mo)ieve!+or$ @-33 i! Pa'i$ta! a! !eary 233 i! 6arachi with the a++e8o mu$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 ao!( the$ame i!e$ a$ 0ALLS @Bi)oar+$7 Po$t8$i(!$7 $i(!$ out$i+e retaier$. #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+ )yLever Brother;$ ice cream ro+uct$ with a com)i!atio! of eco!omy a!+ remium rici!(.

MARKETING MIX

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

PRODUCT:

Li!e exte!$io! i! the 6i+$ $e(me!t a!+ the A+ut$ $e(me!t.

0a$ ha$ rece!ty i!tro+uce+ the Feast Stic'e$$ Bar @carame favor a!+ Cola Pop forthe 'i+$ $e(me!t. For the a+ut $e(me!t it ha$ i!tro+uce+ Cornetto Sundae (Cup) a!+Magnum @chocoate coate+ va!ia )ar.

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$ae$ eve of the :B4AN=; at +iffere!t time$ +uri!( a cae!+ar year.




SEASONAL ASPECT:

Sae$ eve of 0ALLS te!+$ to ea' +uri!( $ummer i.e. from Ju!e ti Setem)er. Lot ofmar'eti!( a!+ re8a!!i!( i$ +o!e )efore the $tart of thi$ $ea$o! a$ the coma!y trie$ it$ )e$t to ma'e avaia)e the ro+uct at more a!+ more outet$ of the cou!try. 4ea$o! for

thi$ i$ that +ue to hot a!+ humi+ co!+itio!$. Peoe te!+ to coo them$eve$ u with icecream.

OCCASIONAL ASPECT:

A!other !ota)e a!+ vita a$ect of 0ALLS i$ it$ (reater +ema!+ o! variou$ imorta!tocca$io!$ $uch a$ Ei+7 Ei+8u A5ha7 Birth+ay artie$7 New year artie$ a!+ we++i!(ceremo!ie$ where the $ae$ eve a(ai! ic'$ u irre$ective of the $ea$o! i! which theocca$io!$ 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 reari!( a!+ $ervi!( $weet +i$he$ o!the$e occa$io!$7 eoe a$o $erve ice cream a$ a! ater!ative.

COMPARISON BETWEEN OCCASIONAL AND SEASONALASPECT:

0ALLS (et more $ae$ voume o! +iffere!t $ecia occa$io!$ i! a cae!+ar year tha! i!the $ummer $ea$o! )ecau$e of !um)er of ater!ative$ avaia)e i! the $ummer $ea$o!$.

PRICE:

0ALLS ice cream +oe$ carry a hi(her rice7 a$ it !ow i$ ceary the mar'et ea+er a!+hi(h co$t$ of ro+uctio! ao!( with i!crea$e+ $ae$ tax. Athou(h the coma!y ha$a)$or)e+ mo$t of the co$t i!ter!ay7 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 $ae$. It ha$he foowi!( rice $tructure>

Product Price




Cor!etto @Ca$$ic7 Chocoate Straw)erry 1

Fea$t 2"

&a(!um "3

Choc )ar 13

Pa!+a 13Bi( three 13

Po'a ma!(o 'i!( 6ufa 1,

Da!ia $tic' ,

Soo "

New coa ,

New *ey o

4ai! )ow

Choc +i ,

&ax cu 11

Jet $ort ,

Po'a va!ia 1 iter -3

Ca$$ta'i!($ 'ufa7 a!+ tuti fruity 1 iter ,

PLACE:

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

rofie of a the $ho$ with a )i( Kcrow+ uer 7 e.(. A(ha;$ $uermar'et7 Ciffcoo7&otta;$7 Para+i$e a!+ variou$ other ouar retai outet$. 0a;$ ro+uct$ were tar(ete+

at +i$tri)uti!( from the$e outet$ i! or+er to achieve hi(h $ae$ a!+ (e!erate co!$umer;$i!tere$t i! the ice cream ro+uct$. 0ALLS a(reeme!t with Pa'i$ta! 4aiway$ u!+er which0ALLS ice cream wi )e $o+ at %- 4aiway Statio!$7 i!+icate$ that they are oo'i!( to exa!+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 outet$ $ei!( 0ALLS ice cream with +ee free5er$ to $tore icecream. 0ALLS e!(i!eer$ who i!$ect a!+ reace +efective or +ama(e+ free5er$ withi!" +ay$ mai!tai! the $ervice of the$e +ee free5er$.




PACKAGING:

Pac'a(i!( of the )ra!+ $hou+ )e $uch that it +e$cri)e$ the ro+uct i!$i+e. 0ALLS (iveot of emha$i$ o! ac'a(i!(. I! that they co!$i+er the er$o!aity a!+ hy$ica attri)uteof the ro+uct whie +e$i(!i!( at ac'a(i!(. Their ac'i!( cover$ a the $ta!+ar+$ ofhy(ie!e $ta!+ar+$. They +o !ot emuate a!y of it$ cometitor$ rather they (ive them aea+ o! the ac'a(i!( co!cet. Pro+uct$ ac'a(i!( are i!!ovative7 u!i9ue7 hy(ie!ic7 ea$yto oe! a!+ ha!+e7 coorfu7 a!+ eye catchi!(. The 9uaity co!tro exert$ chec' the ac'a(i!( 9uaity at the re8au!ch a!+ the o$t au!ch $ta(e$. The ac'a(i!( machi!e i$'!ow! a$ 4OLO.

Athou(h ac'a(i!( i$ hi(hy 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 Fa($hi )ra!+$. 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 1-7 the cometitor of

0ALLS i$ I(oo. I(oo;$ effort$ i! tryi!( to comete with 0ALLS ca! )e $ee!. Theyhave $tarte+ (ivi!( out free5er$ to retaier$ with their $o(a! KT#E ICE C4EA& FLLOF FN ri!te+ o! it to(ether with the I(oo o(o. They have a$o i!tro+uce+ a veryK0ALLS i'e rice car+ that i$ +i$aye+ at cariou$ retaier$.

I(oo;$ ma*or wea'!e$$ however7 i$ that 0ALLS i$ far ahea+ i! term$ of 9uaity a!+ta$te a!+ the +iffere!t variety of )ra!+ offere+. It u$e$ oca i!(re+ie!t$7 which ca!!otmatch u to $ta!+ar+$ of imorte+ i!(re+ie!t$7 which 0ALLS u$e$. I(oo a$o +oe$ !ote!*oy the remium 9uaity ice cream ima(e of 0ALLS a!+ ha$ a Koca touch to it7which it wor'$ a(ai!$t it. A$o it +oe$ !ot have mo)ie ve!+or$ $o it$ avaia)iity i$comarativey e$$er tha! 0ALLS.

The other cometitor$ i! the K)ra!+e+ mar'et $e(me!t ho+ a !e(i(i)e mar'et $hare a$comare+ to the ea+i!( )ra!+$.




Branded Competitors Unbranded Competitors

I?LOO 6LIFI

4OCCO ?OLA ?AN=AS

M&&M ICE LOLLIES

?E&INI #O&E &A=E ICEC4EA&S

SNOOPM

?EL

&ODENPIC6

OPERATING BASE OF THE COMPETITORS:

For the )ra!+e+ mar'et7 the cometitor$ are re(io!ay )a$e+ i.e. their oeratio!$ reacha!+ cater to a articuar chai! a!+ citie$ withi! a rovi!ce.

For u!)ra!+e+ mar'et7 the cometitio! i$ )a$e+ at variou$ ocatio!$ withi! a city a!+the$e cometitor$ are e!*oyi!( a ma*or chu!' @,3 of the ice8cream i!+u$try.

COMPETITOR’S SCOPE:

I! the u!)ra!+e+ mar'et7 the cometitor$ offer o!y a mo+erate chae!(e7 a$ they arere(io!a ayer$ with imite+ acce$$ to(ether area$ of the cou!try.

The cometitor$ are $everay ha!+icae+ )ecau$e they +o !ot have the fi!a!ce$ tocomete.




The re$e!t $ce!ario i$ that the cometitio! i$ exa!+i!( a!+ with it the mar'et i$ a$oexerie!ci!( a! uwar+ tre!+. I! $uch a $ituatio!7 $ma cometitor$ are (ivi!( emha$i$to $ae$ romotio! tactic$ $uch a$ (ivi!( heavy tra+e +i$cou!t$ a!+ $ea$o!a +i$cou!t$ tothe retaier$ for the !ee+e+ u$h to their )ra!+$.

=ue to the$e tra+e romotio! activitie$ o! the art of the cometitio!7 0ALLS i$ faci!(reativey $tiff cometitio!.

PRE-EMPTING COMPETITION:

A 0ALL i$ acti!( activey $o a$ to mai!tai! the cometitive a+va!ta(e over it$cometitor$. Be$i+e$ the$e 0ALLS7 i$ a$o +oi!( Li!e Exte!$io! for it$ fa($hi$e(me!t$ with !ew varia!t$ a!+ form$. For exame7 it ha$ rece!ty )rou(ht out the

Cornetto Sundae Cup a!+ Magnum. A the$e activitie$ are )ei!( +o!e to +eveoi!(0ALLS a$ a! um)rea )ra!+. Peoe there are +oi!( it with co!$i$te!t a!+ re8e!forci!(me$$a(e$ i! their a+verti$eme!t$ a!+ $ae$ romotio!.

0a$ (ive $ecia +i$cou!t$ to tho$e of it$ retaier$ who $e the )u' voume of theirofferi!($.

After the ac9ui$itio! of P!"A# $A!!S +oe$ !ot i!te!+ to (o for other ac9ui$itio!$a!+ mer(er$. 4ather thy are a!!i!( to (o for i!te(ratio! a!+ co!$oi+atio! of their oftheir )u$i!e$$.

0ALLS wa!t$ to e!ha!ce a!+ exte!+ vaue$ to it$ +iffere!t $i$ter )ra!+$ $o a$ to i!crea$eit$ +iffere!tiatio! of the )ra!+ for ea$y choice ma'i!(.

A$ ca)i!et $ace i$ imite+ at retai outet$7 therefore it )ecome$ very !ece$$ary that$ei!( fre9ue!cy of ice cream $hou+ i!crea$e. 6eei!( the$e thi!($ i! mi!+7 eoe at0ALLS are exte!+i!( it$ vaue to it$ )ra!+$.

&orve!ic' i$ i!tro+uci!( their )ra!+$ to the retai outet$. It i$ !ot creati!( a +e!t i!tothe $hare of 0ALLS )ecau$e it i$ a rece!t )e(i!!er a!+ wi ta'e $ome time to )ui+ uthe mar'eti!( activity for it$ )ra!+$.

Mummy i$ a )etter cometitor tha! I(oo a$ it i$ $ervi!( the $e(me!t$ of two rovi!ce$i.e. Pu!*a) a!+ N0FP.




ENVIRONMENTAL FACTORS

MEGA ENVIRONMENTAL FACTORS:

The &e(a8e!viro!me!t7 or (e!era e!viro!me!t7 i$ the $e(me!t of the exter!ae!viro!me!t that refect$ the )roa+ co!+itio!$ a!+ tre!+$ i! the $ocietie$ withi! which a!or(a!i5atio! oerate$.

TECHNOLOGICAL ELEMENT:

The tech!oo(ica eeme!t$ refect the curre!t $tate of '!owe+(e re(ar+i!( the ro+uctio! of ro+uct $ervice$. To overcome thi$ eeme!t 0ALLS u$e mo+er!tech!oo(y for the ro+uctio! of ice cream. They away$ 'ee o! i!tro+uci!( !ewtech!oo(y i! ice cream ma'i!( $o that i! or+er$ to comete with other ice creamma!ufacturer$. That i$ the rea$o! why their 9uaity of ice cream away$ excee+$ from the9uaity of their cometitor$.

ECONOMIC ELEMENT:

The eco!omic eeme!t e!coma$$e$ the $y$tem of ro+uci!(7 +i$tri)uti!(7 a!+co!$umi!( weath. The 0ALLS wor'$ o! the caitai$tic eco!omic $y$tem. Caitai$teco!omy i$ a! eco!omy i! which mar'et force$ (over! eco!omic activity a!+ the mea!$of ro+uctio! are rivatey ow! )y i!+ivi+ua$.

SOCIO-CULTURAL ELEMENT:

Socio8Cutura eeme!t$ are very imorta!t i! a coma!y;$ $trate(ie$7 ma!a(er$ $hou+

+eey $tu+y the $ocio8cutura eeme!t$ )efore ma'i!( future $trate(ie$ for the coma!y.A$ we '!ow that the cimate of Pa'i$ta! i$ very hot $o eoe ove to eat ice creame$eciay the 'i+$. 0a$ have i!tro+uce+ ice cream ra!(i!( from 4$. , to 4$. 233e$eciay for Pa'i$ta!7 $o that eve! oor eoe ca! a$o affor+ to )uy (oo+ 9uaity icecream.




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 $ecificout$i+e eeme!t$ with which a! or(a!i5atio! i!terface$ i! the cour$e of co!+ucti!( it$ )u$i!e$$. The ma*or eeme!t$7 which the 0ALLS ice cream +e$cri)e$7 are $tate+ )eow>

CUSTOMERS & CLIENTS:

Cu$tomer$ a!+ cie!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 co$e to it$ cie!t$ a!+ cu$tomer$a!+ offer variou$ $ae$ romotio! too$ to it$ cie!t$.

COMPETITORS:

Cometitor$ 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$t cometitor of 0a$ wa$ Po'a7 which !ow ha$ )ee! mer(e+ with it. Now the few cometitor$ of 0a$ are I(oo a!+ Mummy @o!y i!Pu!*a) a!+ N0FP7 a!+ $ome retai outet$. Athou(h 0a$ i$ a very )i( coma!y i!comari$o! to it$ cometitor$ a!+ it$ 9uaity i$ a$o very hi(h.

SUPPLIERS:

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

LABOR:




The a)or of 0ALLS i$ hi(hy 9uaifie+ a!+ the i!+ivi+ua$ wor'i!( i! +iffere!t+eartme!t$ are $eciai5e+ their fie+. The a)or i$ fuy trai!e+ a!+ very much famiiarwith the ma!ufacturi!( roce$$. They fufi a the +ema!+$7 which a ice cream coma!y

re9uire$.

GOVERNMENT AGENCIES:

A(e!cie$ that rovi+e $ervice a!+ mo!itor comia!ce with aw$ a!+ re(uatio!$ at oca7$tate or re(io!a a!+ !atio!a eve$. &i!i$try of heath he$ the coma!y to mai!tai!hi(h $ta!+ar+$ i! ro+uci!( (oo+ 9uaity 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 ee(a!t ac'7 hy(ie!ic ac'i!( which attract cu$tomer$ to )uy the

ro+uct. Pac'a(i!( thu$ ay$ a! imorta!t roe i! attracti!( cu$tomer to )uy that

ro+uct.

A!other ma*or $tre!(th of $alls's $ucce$$ i$ mai!tai!i!( co!$i$te!t 9uaity i! a ro+uct$.

Cometitive a+va!ta(e i! term$ of more varietie$.

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




WEAKNESSESS:

The ma*or wea'!e$$ i$ that of ri$i!( rice$. Si!ce $alls ca!!ot comromi$e o!9uaity.

A wi+e ro+uct i!e7 which i$ ca!!i)ai5i!( the fro!t8ru!!er )ra!+$.

OPPORTUNITIES

Ice cream mar'et i$ (rowi!( which rovi+e$ variou$ oortu!itie$ for (rowth a!++eveome!t.

Si!ce it i$ a $u)$i+iary of Lever )rother$ it ha$ a $tro!( fi!a!cia )ac'i!( )ecau$e ofwhich it ca! ta'e a+va!ta(e of ucomi!( oortu!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$$; $ ucomi!( of oca cometitor i'e

M&&M7 4occo etc. The$e ucomi!( )ra!+$ are (oo+ 9uaity7 ta$te a!+ are

avaia)e i! ow rice$.Cha!(i!( co!$umer refere!ce$.




PRODUCT CLASSIFICATION

CONSUMER PRODUCT:

It i$ u$e+ for er$o!a co!$umtio!.

CONVENIENCE PRODUCT:

It i$ co!ve!ie!ce ro+uct )ecau$e ice cream$ are urch !ormay with mi!imum of )uyi!(

effort a!+ comari$o!. It i$ ea$iy avaia)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 imu$e ro+uct.

PRODUCT ATTRIBUTES

PRODUCT QUALITY:

The i!(re+ie!t$ u$e+ i! the ice cream$ $uch a$ Pow+ere+ &i'7 chocoate$7 artificia favor$etc.+iffer!tiate it;$ 9uaity from cometitor$ which i!+icate$ that they are u$i!( return on

uality aroach7 u$i!( 9uaity a$ their i!ve$tme!t a!+ ho+i!( effort$ accou!ta)e for re$ut$

CONFORMANCE QUALITY

O!e of the mo$t imorta!t factor$ )ehi!+ 0ALLS ice8cream ro+uct $ucce$$ i$ their co!$i$te!t9uaity.




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

Soo @Samar a!+ Coa

=racooa @!ew ac'a(e

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(hy $u$ect7 a$ it ha$ !ot $how! a!y imroveme!t i! the$ae$ over the a$t two mo!th$. =racooa too ha+ to )e re8ac'a(e+7 a$ the ori(i!a ac'i!( +i+ !ot re$o!+ we with the tar(et $e(me!t7 i.e. 'i+$ )eow 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 $ae$ are reativey $ta)e over a$t few year$.

WALLS NEW PRODUCT LIFE CYCLES:

The !ew Cor!etto Su!+ae ma(!um7 o'a va!ia chocoate a!+ *ey o i!tro+uce+ )y0ALLS i$ i! i!tro+uctio! $ta(e curre!ty a!+ 0ALLS )ra!+ ima(e ha$ (ive it$ ro+uctfa$ter reco(!itio! a!+ acceta!ce amo!( cu$tomer$.




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 ao!(the $ame i!e$ a$ 0ALLS @Bi)oar+$7 Po$t8$i(!$7 $i(!$ out$i+e retaier$. #owever7 the rici!( $trate(y i$ (oi!( to )e Good *alue Strategy# )ecau$e it i$ rovi+i!( 9uaity icecream$ 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+ )yLever 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$t 4$. 17 Cor!etto 4$. 2"7&a(!um 4$. "37choc )ar 4S.137 a!+a 4$ 137 )i( three 4$.13 o'a ma!(o 'i!( 6ufa4$.1,7 va!ia $tic' 4$.,7 $oo 4$."7 !ew coa 4S.,7 !ew *ey o 4$.7 rai! )ow 4$ 7




choc +i 4$ .,7!ew max 4$.7 *et $ort 4$ .,7fea$t chocoate 4$.7 o'a va!ia 1 iter a!+haf iter at 4$ -3 a!+ ", re$ectivey7 ca$$ta'i!($ 'ufa7 a!+ tuti fruity 1 iter a!+ hafiter at 4$. , a!+ %, re$ectivey. 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$ti!( ro+uctcate(ory with !ew )ra!+$. Bra!+ $trate(y aie+ )y 0ALLS i$ muti)ra!+i!(.

MARKET STRTEGY

The ice cream i!+u$try i! Pa'i$ta! i$ romi!e!ty +ivi+e+ i!to two i+e!tifia)e mar'et$>

!)ra!+e+ ?e!eric 50% of total market

Branded Products ,3 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$uay $e the$e. Sma icecream arou$ a!+ $ho$ $e Peshawri Icecream.

BRANDED PRODUCTS:

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




0a$

I(oo

Mummie$

4occa

?emi!i

S!ooy

CONSUMER ANALYSIS

BRAND ASPECT:

Peoe erceive WALL a$ a 9uaity 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$try are that eoe +o !ot remai! oya to a!y o!e ofthe )ra!+$ a!+ a$ $uch are '!ow! a$ $witcher$ )ecau$e if a er$o! fai$ to ocate a articuar )ra!+ at a! outet or a aror7 he wou+ !ot (o ace$ i! $earch for it7 rather hewou+ accet whatever he wi (et hi$ ha!+$ o!.

It (oe$ for the WALL 7 athou(h a (oo+ ercetio! a$ we a$ a o$itive attitu+e7 )ut eoe +o !ot fi!+ at o!e $ho they wi comromi$e uo! the ater!ative$ avaia)e.Leve of )ra!+ oyaty i$ mi!imum i! the ice8cream i!+u$try.




CONSUMER SENSIVITY:

Athou(h the co!$umer i$ rice $e!$itive i! ice cream< yet they are $ati$fie+ with the riceta($ )ei!( ut o! 0ALLS; +iffere!t )ra!+$. They erceive that they (et (oo+ a!+co!$i$te!t 9uaity a(ai!$t the rie$ )ei!( ai+.

Price (oe$ we with their $ef8e(o @i! ca$e of !"#$&&" a!+ 'AG$(' a!+ are rea+yto ay a rice for (etti!( a remium ro+uct. It a$o (oe$ we with their $ocia $tatu$.

There i$ a (e!era i!ci!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 eoe are (e!eray rice $e!$itive7 a$ their urcha$i!( ower te!+$ tore+uce every +ay with i!crea$i!( i!fatio! rate. It (oe$ for the tar(et co!$umer$ of theice8cream 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!+ reativey oor7 The $trate(i$t$ at WALL have (o!e for +ow!war+ $tretch $o a$ to cater to everyca$$ $e(me!t of the $ociety )e$i+e$ exa!+i!( +eveoi!( their mar'et $hare.

Prici!( i$ exerci$e+> 8

Co$t u$ rici!( aroach

The rici!( oicy 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 ocaity7 re(io!7 or city. Thi$ act $how$ that iti$ reay cometi!( with it$ )ra!+e+ a!+ u!)ra!+e+ cometitor$.

Prici!( i$ $uch that they focu$ o! rice8vaue reatio! $hi $howi!( that the co!$umerwi receive the re9uire+ eve of $ati$factio! for their mo!ey7 time a!+ effort$ i!ve$te+ i!.




MARKET SHARE DIVISION OF BRANDEDPRODUCTS




64%

11%

10%

6%

4%

2%

2%

1%

Walls and Polka Snoopy (Karachi onlyu!!i"s (Pun#a$ &W'P I)loo (Karachi and Sukk"r*occo (Pun#a$ and &W'P Kay$""s (KarachiG"lato +,,airs Mo-"npick

MARKET SHARE DIVISION OF ICECREAMINDUSTRY




46%

..%

/%

4%

12%

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

BRAND SPONSOR SHIP

CO-BRANDING:




Lever Brother$ ha$ aie+ the co8)ra!+i!( $trate(y over the a$t three8year $ucce$$fuy.The coma!y mer(e+ with Lito! i! 1 a!+ Broo'e Bo!+ i! 1/ a!+ !ow it ha$ )ecome the ar(e$t ice cream ma!ufacturer throu(h a! ama(amatio! with Po'a i! &ay1.

BCG MATRIX

DISTRIBUTION

INTENSIVE DISTRIBUTION:




=i$tri)utor$ i! the ice cream i!+u$try are '!ow! a$ co!ce$$io!arie$. WALL ha$ a!i!te!$ivewe e!tre!che+ +i$tri)utio! !etwor'. It ha$ emha$i5e+ a!+ ai+ muchatte!tio! to it$ +i$tri)utio! cha!!e$. Their +i$tri)utio! $y$tem ha$ ma+e them o!e of theto ea+er$ i! the ice cream i!+u$try.

I! $eecti!( +i$tri)utio! cha!!e$7 co!$umer characteri$tic$ ay a! imorta!t roe i! the+i$tri)utio! !etwor' of WALL . It wa$ accuratey erceive+ that the retai outet$ cou+!;t$ervice the ar(e ouate+ citie$ of Lahore a!+ 6arachi for thi$ rea$o! cyce cart$ wereu$e+ $o that they may e!etrate to the i!terior heart of each city thu$ a ma*ority of the eoe cou+ )e $ervice+.

Co!tro i$ mai!tai!e+ )y a hoti!e )etwee! the $uier$ of 0ALLS a!+ the retai outet$.I! ca$e of $horta(e7 a a $ho'eeer ha$ to +o i$ ca 0ALLS a!+ a$' for the further!etwor'8 mai!tai!i!( co!tro over $uie$.

A thi$ e!etratio! that we $ee to+ay7 i$ the re$ut of efficie!t a!+ effective +i$tri)utio!.

NATURE OF DISTRIBUTORS:

The Kco!ce$$io!aire$ wor' i!+ee!+e!ty a!+ have their ow! $tora(e hou$e$.

Athou(h the$e +i$tri)utor$ wor' i!+ee!+e!ty yet they are (reaty i!fue!ce+ WALL 7i! term$ of co!tro a!+ +irectio!7 therefore there $eem$ to )e a com)i!atio! of verticamar'eti!( $y$tem @D&S a!+ co!ve!tio!a mar'eti!( $y$tem @C&S.

WALL ha$ o!e $e!ior fie+$ ma!(er for each +i$tri)utio! outet who 'ee$ the trac'recor+ of +ay to +ay wor'i!( of the$e +i$tri)utor$7 their i$$ue$7 comai!$ 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 distriutors.

WALLS AND OTHER BRANDS:




The rea ta$te of a!y )ra!+ come$ whe! the retaier$ 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+ $hef $ace at retaier$ $tore )utwith the a$$a(e of time7 ha$ )ee! a)e to $u$tai! the !ee+e+ u for it$ +iffere!t variety.

The retaier$ have )ecome )ou!+ to 'ee (reater $toc' of WALL a$ eoe have )ecomee!(a(e+ i! the hye that ha$ )ee! create+ )y $heer mar'eti!( activitie$ a!+ other romotio!a ro(ram$. WALL rovi+e free +ee free5er$ to a retaier$ $ei!( their ro+uct$.

A$ WALL ha$ !ow ac9uire+ P"LKA, who$e ro+uct$ are hu(ey ouar7 the retaier$(ive e9ua $hef $ace to WALL a!+ P"LKA.

MARKET SEGMENTATION:

A WALL has $e(me!te+ tar(et mar'et$ o! +emo(rahic aroach with KA(e factor rovi+i!( the )a$i$ for $e(me!tatio!. I! a +earture from the way ice cream wa$mar'ete+ i! Pa'i$ta!7 the )u$i!e$$ a+ote+ a $trate(y of $e(me!ti!( the mar'et. It+eveoe+ a )uoya!t imu$e cate(ory a!+ $tre!(the!e+ the ta'e8home a!+ cateri!($e(me!t$. The $trate(y7 $uorte+ )y i!!ovatio! a!+ )ra!+ )ui+i!( ha$ ai+ +ivi+e!+$with the ortfoio (ai!i!( mar'et $hare i! each $e(me!t.

I! the imu$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$critio! of Ka(e (rou $e(me!tatio! i$ a$ foow$>

6i+$ &ar'et 12 year$ a!+ u!+er

Tee!$ &ar'et 1" to 1 year$

A+ut$ 23 A)ove

OCCASSIONS SEGMENTATION:




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 $ae$ are at the ea'

0hich a$$i$t them to )oo$t their $ae$ erio+icay.

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!+ $ae$ 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 $uch a$ &A7 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!($a!+ ro+uct formuatio! cha!(e$.

PRODUCT DIFFERENTIATION:

I!(re+ie!t$ u$e+ )y the 0ALLS ma'e$ it$ +iffere!t ice cream$ ta$tier a!+ it rovi+e$ imrove+9uaity ro+uct$ without a corre$o!+i!( i!crea$e i! rice e!a)i!( them to remai!cometitive.




IMAGE DIFFERENTIATION:

The we e$ta)i$he+ ima(e of 0ALLS +iffere!tiate them from cometitor$ ofte! )uyer

may erceive a +iffere!ce )a$e+ o! coma!y or )ra!+ ima(e$ a!+ 0ALLS i$ co!$i+ere+(ia!t i! the mar'et a!+ it$ ima(e co!vey it$ 9uaity 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 $oit i$ ca$$ifie+ a$>

+),-FMA/,0E A10E/,S,-G

2)PESUAS,0E A10E/,S,-G

3)EM,-1E A10E/,S,-G

$alls ice cream u$e$ 4emi!+er A+verti$i!( which i$ to remi!+ eoe a)out their

ro+uct )ut whe! they au!ch !ew favor$ or ro+uct$ tha! they u$e I!formativeA+verti$i!( to i!form the eoe a)out their !ew ro+uct$ or favor$.

ADVERTISING MEDIA

There are $ome ma*or $te$ which $hou+ )e foowe+ whie $eecti!( the me+ia forA+verti$i!(>8




1eciding on reac&# 4reuency and impact $alls ice cream ha$ reache+ mi!imum of%3 whe! it $tarte+. I! the $tarti!( 0a$ fre9ue!cy avera(e wa$ three time$. Theimact of me+ia wa$ more whe! it come$ to the teevi$io! )ecau$e the me$$a(e wa$reeva!t o! the teevi$io!.

C&oosing among ma5or media types $alls ice cream ha$ cho$e! the ma*or me+iatye$ which i!cu+e+ !ew$aer$7 teevi$io!7 ra+io a!+ ma(a5i!e$

Selecting Speci4ic media 0e&icles $alls ice cream $eecte+ PTD for teevi$io!vehice$ a!+ for ra+io they $eecte+ F& 133

1eciding on media timing $alls ice cream +eci+e+ the a+verti$er $che+ue for theira+$ to )e )roa+ca$te+ o! teevi$io!7 which wa$ the u!ch a!+ +i!!ertime.

COMPETETIVE SCENARIO REGARDINGADVERTISING

Bei!( a mar'et ea+er i! the ice8cream i!+u$try 0ALLS +oe$ !ot have to emuate a!yo!e. They (e!erate their ow! i+ea$7 theme$ a!+ $trate(ie$< ma'e i!!ovatio!$ i!

co!*u!ctio! with the er$o!aity a!+ vaue of the 0ALLS )ra!+$.

A+verti$i!( at 0ALLS i$ )uit8i! a!+ the coma!y (oe$ for cororate theme$. Now +ay$the focu$ i$ o! )ra!+ a+verti$i!(.

FACTORS FOR COMPETITIVE ADVANTAGE:

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

Suerior Quaity

#i(h $ta!+ar+$ of hy(ie!e




New i!!ovative ro+uct$

Stro!( tech!ica '!owe+(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(uar treat7a!+ eate! $e!$i)y7 ice cream ca! )e art of a heathy )aa!ce+ +iet. #eart)ra!+ i$+eveoi!( ro+uct$ that are ower i! fat7 $u(ar8free7 acto$e8free7 a$ we a$ ow8car)otio!$ a!+ tho$e with more !utritio!a (oo+ie$ i'e cacium a!+ fruit. For exame>

Two $coo$ of Carte +Or Li(ht @a 133m $ervi!( have o!y / caorie$ a!+ 2.%( fat&a(!um Li(ht @1/3 caorie$13( fat ha$ "3 fewer caorie$ a!+ "" e$$ fat tha!

&a(!um Ca$$ic

Soero $tic'$ i!cu+e two with rea fruit iece$ i! the coati!( Ora!(e Fre$h a!+4e+ Fruit$ a!+ co!tai! )etwee! 3 a!+ % fat a!+ o!y 2813" caorie$

I! Euroe a ro+uct$ are !ow ceary a)ee+ with e!er(y7 fat7 rotei! a!+car)ohy+rate vaue$7 a!+ from !ext year they wi a$o )e a)ee+ with7 wherever o$$i)e7 fi)re7 $aturate+ fat7 $o+ium a!+ $u(ar$ vaue$

I!$tea+ of i!crea$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 avaia)e i! $!ac' $i5e to he with ortio!

co!tro

0e i!ve$t arou!+ ,3 miio! i! ice8cream re$earch a!+ +eveome!t each year7 ofwhich %3 i$ $e!t i! the heath a!+ we)ei!( $ector




INOVATIONS

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

a!+ &a(!um &ome!t$.




Our ice cream a$o offer$ +eiciou$ choice for $ecia +ietary !ee+$ i!cu+i!( acto$e8free otio!$7 $oy ice cream a!+ ice cream for +ia)etic$. I! the S7 weve a$o au!che+!ew Li(ht a!+ No Su(ar A++e+ ice8cream a!+ !ovety ro+uct$7 u$i!( our rorietaryco+ extru$io! tech!oo(y. Thi$ tech!oo(y e!a)e$ u$ to +ou)e chur! our ice8cream to

+eiver a hi(her 9uaity7 creamy texture+ ice8cream that i$ ower i! fat.

KEY FACTS

•!iever i$ the wor+$ )i((e$t ice cream ma!ufacturer7 with a! a!!ua tur!over of , )iio! #eart)ra!+ ro+uct$ are $o+ i! more tha! %3 cou!trie$. The #eart)ra!+oerate$ u!+er +iffere!t !ame$ i! +iffere!t mar'et$ @0a$ i! the 6 a!+ mo$t art$of A$ia7 A(i+a i! Itay7 La!(!e$e i! ?erma!y7 6i)o! i! Bra5i7 a!+ Oa i! the Nethera!+$

•A$ we a$ creati!( +eiciou$ remium ice cream$7 Be! Jerry$ ha$ a fa!ta$tic $ociami$$io!> the Be! Jerry$ Fou!+atio! ma'e$ charita)e +o!atio!$ of over R1.1 miio!+oar$ a year i! 17 &a(!um wa$ the fir$t ice cream o! a $tic' e$eciay for a+ut$.To+ay7 &a(!um i$ o!e of the wor+$ ea+i!( imu$e ice cream )ra!+$7 $ei!( arou!+1 )iio!.




AN EXCLUSIVE INTERVIEW WITH

SA,A A. "6A-MA"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$$;$ ucomi!( of oca cometitor i'e

M&&M7 4occo etc. The$e ucomi!( )ra!+$ are (oo+ 9uaity7 ta$te a!+ are avaia)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 outet$ $ei!( 0ALLS ice cream with +ee free5er$ to

$tore ice cream.

Q- WHAT IS THE COMPAN’! MARKET SHARE IN THE ICE CREAM

INDUSTRY?

ANS8 0ALLS i$ coveri!( "" of the mar'et i! ice cream i!+u$try whie the u!)ra!+e+

ro+uct$ cover$ %-.




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!+ eoe a)out their ro+uct )ut whe! they au!ch !ew favor$ or ro+uct$ tha! they u$e I!formativeA+verti$i!( to i!form the eoe a)out their !ew ro+uct$ or favor$.

Q- WHICH ICE CREAM IS THE MOST POPULAR AMONGST THEPEOPLE?

ANS8 &a(!um i$ o!e of the wor+$ ea+i!( imu$e ice cream )ra!+$7 $ei!( arou!+ 1 )iio!.

Q- WHAT IS THE C"#$%’! MARKETING STRATEGY?

ANS8 After the 0ALLS a!+ POL6A mer(er7 the mar'eti!( for POL6A i$ )ei!( +o!eao!( the $ame i!e$ a$ 0ALLS @Bi)oar+$7 Po$t8$i(!$7 a!+ $i(!$ out$i+e retaier$.

#owever7 the rici!( $trate(y i$ (oi!( to )e Economic Pricing Strategy.

Q- WHAT IS YOUR FUTURE AIM IN THIS COMPETITIVEINDUSTRY?

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$o offer +eiciou$ choice for $ecia+ietary !ee+$ i!cu+i!( acto$e8free otio!$7 $oy ice cream a!+ ice cream for +ia)etic$.

The coma!y wa!t$ 0a;$ to )e u!i9uey o$itio!e+ a$ a to 9uaity ice cream thatcome$ to the cu$tomer;$ +oor$te.




RECOMMENDATIONS & SUGGESTION

Walls need to give more emphasis on mareting researchto 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 shallsupport minor !ocus 'rands 'y mega consumerpromotion#

Walls should di!!erentiate its ne" o!!erings on productdesign ( the shape, service - capitali.ing on its distri'utionstrength and image ( relating campaigns "ith cele'ritiesand events#

W$%%& should mae the pacaging more color!ul and

should mae the use o! positioning propositions onpacets# $nd, it should use the pictorial representation o!the advertising concept on its pacaging#

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#




4EFE4ENCE

www.wa$.co.u' www.u!iever.co.u' www.e!.wi'ee+ia.or(wi'iu!iever

www.oo'$martfamiymea$.com

www.ciao.co.u'0a$&a(!umCa$$icIceCream ,"""-3

0ww.u!iever.comourcoma!yi!ve$torce!trere$e!tatio!$eeche$

http://www.looksmartfamilymeals.com/

http://www.ciao.co.uk/Walls_Magnum_Classic_Ice_Cream__5339360


http://www.looksmartfamilymeals.com/



Sowt Analysis on Walls Pakistan

Documents

Transcript of Sowt Analysis on Walls Pakistan