Walls Unilever Pakistan ( BCG matrix, Pestel , SWOT ,5 P's of marketing etc)
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Transcript of Walls Unilever Pakistan ( BCG matrix, Pestel , SWOT ,5 P's of marketing etc)
University Of Education Lahore, Multan campus
Prepared by : Abdul Wassay Salman gujjar Abdul Munim Sibte Hassan Mubashir Mustafa BBA 4th
semester
Introduction to Unilever
Unilever was formed in 1930 in result of business mergence b/w Margarine Unie and Lever Brothers.Diversified Businesses Unilever Pakistan LtdLargest consumer products company in Pakistan.Food and DrinkHome CarePersonal care
Introduction to Wall’s Unilever is the world's largest ice cream manufacturer, operating
under the Heart brand,which are sold in more than 40 countries.
WALL’S has its 38 plants all over the world. And has a share of 22% of international ice cream market. In Pakistan it is 35-40% of total ice cream market.
Wall’s started its factory on Multan Road(Bhai Pheru) in Lahore in 1995. Bringing some of the most loved brands in the world like Cornetto, Magnum, Paddle Pop, Carte D’or and Creamy Delight.
WALL’S was launched firstly in Lahore then Karachi,Islamabad. In 1996, it was launched in Faisalabad and in 1997 it was launched in Multan, Quetta, Hyderabad, Peshawar and Sukhar as well.
All Wall’s products are made with Halal ingredients in a Halal compliant manner
Information pertaining 5 P’s(2.1)Product: PRODUCT MIX Number of Products being produced = 58 Width of wall’s = 6 Product Line Length: Paddle pop = 12 Local Jewels = 10 Cornetto = 7 Magnum = 5 Creamy delights = 1 Carte D’OR = 8Target Market : How segmentation is done? 1)Geographic 2)Demographic 3)Psychographic
4)Behavioral(2.2) PRICE:Price strategies PRICE ON THE BASIS OF INCOME CLASSES,Age Skimming (Magnum,Creamy Delights,Carte’dor) Penetration (Paddle Pop,Local Jewels,Cornetto)
(2.3) PLACEWalls has extensive distribution.Pakistan is divided in three major sections.1) North (Islamabad, Peshawar and Northern areas)2) Central (Lahore and Central Punjab)3) South (Sindh and Baluchistan) DISTRIBUTION CHANNEL•At right place•At right time•In right conditionWALL’S is using two types of distribution channels,
both are indirect channels.1st Channel 2nd Channel PRODUCER to Tricycles DISTRIBUTOR to RETAILER to Ultimate CONSUMER
(2.4)PACKAGING: Packaging of ice cream is done by the company
itself. Imported material is used for the packaging usually
imported from china. Ice Cream sticks are also imported from china. Packaging is done in attractive wrappers usually. Colorful wrappers are used for Paddle pop which is
very much popular in children. Buckets are also used for packing family packs.
(2.5)Promotion
Advertisement
Awareness
Intrest Desire Action
Consumer promotion Schemes like scratch and win is
currently available on creamy delights. Previously they gave bikes by lucky
draw. Retailer promotion New freezers are provided by
company. The company replace 60% damage
stock.
(2.5)Promotion
ORGANIZATIONAL ANALYSIS
PESTEL analysis ( Unilever )
1) Political Factors
2) Economic Factors
3) Socio-Cultural Factors
4) Technological Factors
5) Environmental Factors
6) Legal Factors
SWOT Analysis ( Wall’s)
Strength Massive distribution.Wall’s a strong brand
name. Unbeaten taste,
quality.
Weakness Brand name. No variation. Buying power.
Opportunity Tie-up with food chains, restaurants. 53%of our business comes from emerging markets.
Kulfi. Local ice creams parlors. Competitors. Electricity Issue.
BCG Matrix
Competitive Analysis
51%
24%
13%
7%5%
Walls O'more Hico yummy others
Green Environment Social
Responsibilities
Freezers
The packing material
The cold storages
Furnishing of schools
Social events
‘Mission Taleem’
Recommendation
Mobile vans. Sugar free products. Door to door promotion. Special discounts.