DEDICATION

First of all we are thankful to Almighty ALLAH

who gave us the ability to complete this task and we would like to dedicate this project to

Almighty ALLAH and to our respected teacher (Sir Hafiz Ahmad Ashraf) who assisted

us to complete this task.

AWESOME GROUP

Group Member Roll Number

Usman Quddos(L) 0025

Absar Zia 0024

Zubiar Ahmad 0023

Sajjid Mehmood 0028

Abu Bakar Javid 0027

Marketing Plan

TOPIC

Company History & Background In 1993 Lever Brothers formulated a team to

search for new business potential in Pakistan. The team concluded that there is a lot of potential in ice-cream market in Pakistan and Lever Brother should enter the ice-cream market without any hesitation and so they decided to launch WALL’S Ice cream in Pakistan. WALL’S is an SBU of Lever Brother--the biggest ice cream manufacturers in the world. and second to it is Nestle The WALL’S wanted to enter Pakistani Market through acquisition strategy; it wanted to acquire Polka to minimize the time it needed to capture the market. But initially Polka demanded very high price for their company.

So WALL’S established an ice cream factory in Pakistan within eleven months which is a record time. And in February 1995, WALL’S launched with twelve products. After the launching of WALL’S it gave tremendous services and Polka loosed its market share by a huge extent. But Polka spread a rumor that Nestle is coming through Polka which obviously WALL’S did not want, so they purchased Polka in 1997. This acquisition made WALL’S an unchallenged market Leader and it also emerged as the “Impulse brand” with new level of excellence in take-home or desert ice cream. WALL’S was launched firstly in Lahore in 1995 and later year in Karachi and Islamabad. In 1996, it was launched in Faisalabad and in 1997 it was launched in Multan, Quetta, Hyderabad, Peshawar and Sukhar as well. After the acquisition, Polka became a brand under WALL’S.

Executive Summary• Opportunity: (Mission is to add Vitality to life.) Environment and style is refined and sophisticated in

order to reflect a sense of taste. With changing lifestyle, preference for deserts in our country has also changed. Now instead of traditional sweets a lot of people have developed a taste for ice cream. By keeping in view this opportunity Walls always catch the first mover advantage by adding new product in its existing product line and create a USP (unique selling proposition) in its product. Now we the team of walls decided to launch new product having a feature of DATE and LEMON.

• Walls guaranteed Halal – Statement; All Wall’s ice creams produced by Unilever Pakistan

are guaranteed “Halal”

PEST 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.

• ECONOMICAL We also studied the factors that affect the consumer buying

power. These factors include inflation, deflation etc. So we have formulated such a strategy that is not much affected by changes in the economic condition of the country.

• 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

• 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.

PORTER 5 FORCES ANALYSIS

THREATS OF THE ENTRY OF NEW COMPETITORS

THREATS OF SUBSTITUTE PORDUCT.

BARGAINING POWER OF CUSTOMER

BARGAINING POWER OF SUPPLIERS

THE INTENSITY OF COMPETITIVE RIVALEY

Welcome to next Presentor

Absar Zia

Product

• Wall’s is consumer product with a very long range of ice cream brands.  

• Wall’s has introduce a lot of brands with different flavors, the customers has so many options to select the brand according to their taste.

• This creates a good image in the mind of the customer which resulting the customer loyalty about the product.

Wall's Product Life Cycle

• Wall's is standing on maturity stage with 65% of total market share

• 65% Walls, 30% Omore, 5%other

• Wall’s is a leader in ice cream market. • To survive in the market Wall's

introduce time to time their new flavors and 

different promotional schemes.

65%

5%

30%

Features of Product

Brand Name Filled with Date

energy Funky Soar Taste Packaging Labeling Design and Color High Quality

Ingredients

Fresh cream from farms.

ISO 9000 & 9001 (International Organization for Standardization) certified

Affordable Prices Purely Halal

Pricing Strategies• The management of Wall's intelligently

using both the skimming and penetration pricing strategy.

• The brands which having price more than Rs. 35 is skimming pricing strategy and brands having prices less than Rs. 35 adopted penetration pricing strategy. 

• By adopting skimming they are earning more profit and by penetration they attract the customers and consolidating position in the market.

Welcome to next Presentor

Zubair Ahmad

Promotion Strategies• Ice Cream makes you happy – its official!

• “Our aim is to spark the taste and feeling of summer in everyone’s day. Life is there to be enjoyed and we are the fun part of vitality. We constantly provide new products and experiences that excite the senses and inspire people of all ages to 'taste the fun side of life”

 Promotional Objectives• Promotional objectives of

the WALL’s ice-cream are as followsInformPersuadeRemind

Cost/BudgetEstimated budget of WALL’s of

promotion is Rs.10 million (est.)

Sources Of Promotion

TVBillboardsNews papersMagazinesRadioBannersPamphletsStands in shops

Shop boardsSponsorships of

pop stars, actors, models

Event arrangements

Stop Board AdsFun carnival carried

out in different parks such as Racecourse Park

• There are two main distribution strategies which are – Pull strategy– Push strategy

Walls have very effectively used both of there strategies and its distribution plan has elements of both of them.

• Push StrategyFeatures of push strategy include incentives like free deep freezers, discounts on bulk purchases and eligibility for schemes such as free camera tickets based on specific columns of ice creams sole.

• Pull StrategyPull strategy is supported by advertising campaign that reminds and persuades customers to buy ice cream. This is facilitated by price off which are frequently offered by the company.

Welcome to next Presentor

Sajid Mehmood

PlacementIntroduction PLACING FACTS• The local market situation • The buying trend of the people • The nature of the product. All convenient stores

WALLS SPOTS• Superstores and Bakeries• Restaurant and Hotels• Spot Point Dealers (SPDs)

These spots are where people go out for purchasing, for eating and enjoyment and often makes impulse buying. Through this Wall’s increase its sales

PlacementDistribution Channels

• A distribution channel consists of the set of people and firms involved in the flow of title to a product as it moves from producer to ultimate consumer or business user.

• A channel of distribution always includes both the producer and the final customer for the product in its present form as well as any middlemen (such as retailers and wholesalers).

Placement• A distribution channel consists of

the set of people and firms involved in the flow of title to a product as it moves from producer to ultimate consumer or business user.

• A channel of distribution always includes both the producer and the final customer for the product in its present form as well as any middlemen (such as retailers and wholesalers).

PlacementDistribution Channels

• The most commonly used distribution channel in the market for tangible products to ultimate consumer, are:

• Producer Consumer• Producer Retailer Consumer• Producer Wholesaler Consumer• Producer Agent Retailer

Consumer • Producer Dealer Retailer

Consumer • Producer Warehouse Retailer

Consumer

Wall's Distribution Channel• Wall's used this distribution

channel; •Producer

•Warehouse

•Retailer

•Consumer

Wall's select this channels because its target market is urban as well as rural area and it is not possible for the Wall's to place its product to all the segments directly or with short channel.

Wall's Distribution Channel

Innovation in Placement• Wall's introduced first time in history of

Pakistan door to door service facilities.• That is Spot Point Dealer (SPDs), these are

the mobile sellers.• That is great achievement of Wall's Ice Cream.• Tricycle provides door to door services that is

way Wall's is easily available in everywhere city, town, street, market etc.

• In tricycle the soft music continuously singing a bell witch is the identification of Wall's.

Welcome to next Presentor

Abu Bakar Javid

Market Segmentation1.GEOGRAPHIC

North(Islamabad, Peshawar and Northern areas)

Central(Lahore and Central Punjab

 South( Sindh and Baluchistan)

2.DEMOGRAPHIC3.PSYCHOGRAPHIC 4.BEHAVIORAL

Segmentation on Income Classes Upper class; It includes the elite or higher income class who can

afford even the most expensive items without much botheration.

Upper middle class; This class includes people with moderate kind of income.

These people normally take the taste and affordability both into consideration

Lower middle class; These are the people with very little income to spend.

These people usually prefer the low price and economy than taste and preferences.

Segmentation on Age Adults; Adults will mostly prefer the quality product which

not only fulfill their taste and preference requirements but also reflects their personality.

Teenagers; Teenagers don’t have any specific taste and

preferences. New products and new ideas always attract them.

Kids; Kids normally do not have a great know-how of the

taste. They are not concerned with the taste of ice cream and they just want ice cream.

Welcome Again

Absar Zia

SWOT

Strength• Financially Strong.• Wide distribution,

due to establish distribution channels.

• High Quality• Good image in the

mind of Customer.• Aggressive

Promotion scheme's.

Weakness • Pure milk is not

used in ice cream • There is no

variation in Taste.

Opportunities• Gap in Mkt. for diet

ice cream & Cake 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.

Threats

• Omore is also new comer, but rapidly increase in their Market share is a big threat for Walls.

Thanx To All Of U….!

Any Question???????