8/3/2019 40049298 Walls Marketing Plan
1/80
Marketing Plan for CORNETTO
Walls
Presented by:Group C.
Presented to:Sir. Yawar Abbas.
8/3/2019 40049298 Walls Marketing Plan
2/80
Introduction of WallsBrought by Macfishries in 1920.International brand of ice cream and most profitable
unit of Unilever.
Started in Pakistan in 1995 from Lahore.
Started operation in Karachi in August 1995.
8/3/2019 40049298 Walls Marketing Plan
3/80
Customer Moment of value is defined as providing services inthe following aspects:
When the customer wants it (Time).
Where the customer wants it (Location).
How the customer wants it (Form).How the customer access it (Perfect Delivery).
8/3/2019 40049298 Walls Marketing Plan
4/80
Situation Analysis:
Walls is going to enter in its 13th year of operation.
The Walls tricycle with its melodious music and
distinctive umbrella has given a new dimension to the icecream consumption and distribution in Pakistan.Simultaneously, evoking nostalgia for the days of theconventional ice cream
8/3/2019 40049298 Walls Marketing Plan
5/80
Market Summary
Target Markets:A Class outlets.A Class Locality.A Class People (Disposable Income more than 10,000 per month).Status Conscious People.Teen Agers.
8/3/2019 40049298 Walls Marketing Plan
6/80
Segmentation Basis:
Japan 125
South Korea 44.5
Taiwan 22Hong Kong 5.9
Philippines 68.7
Brunei 0.3
Papua NewGuinea 4.0
Australia 17.8
Maldives 0.2
Sri Lanka 17.9Malaysia 19.5
China 1,192
Nepal 22.1
Pakistan 126.4
Bangladesh 116.6
Bhutan 0.8India 911.6
Singapore 2.9
Vietnam 73.1
Indonesia 199.7New Zealand 3.5
Thailand 59.4
Geographic:
8/3/2019 40049298 Walls Marketing Plan
7/80
Segmentation Basis:
Demographic:
Adults and Parents:
Cornetto, Feast and Polka
Children: Fruiti and Top
8/3/2019 40049298 Walls Marketing Plan
8/80
Segmentation Basis:
Occasions:
Ice creams are also segmented on the basis of
occasions or circumstances. Each ice cream has a different
type of eat. Certain ice creams are creamier, heavier and
last longer because of thirst or for refreshment as opposed tohunger. Similarly, Polka cups are ideal for deserts.
8/3/2019 40049298 Walls Marketing Plan
9/80
Segmentation Basis:
Psychographic:
Walls have also kept in view basic human wants
while targeting its market. People consume ice cream under
different psychological patterns, feelings and emotions. In
this, the target segment is made by snacking items like Chocbar, Big shell, Big Three, Panda, Pop-Cornetto etc.
8/3/2019 40049298 Walls Marketing Plan
10/80
Market Needs:
Selection.
Accessibility.
Customer Design Service.
Competitive prices.
8/3/2019 40049298 Walls Marketing Plan
11/80
Corporate Mission:
Feel good, look good andget more out of life.To make cleanliness commonplace,To lessen work for women,To foster health and contribute to personalattractiveness, that life may be more enjoyable andrewarding for the people who use our products.Balancing profit with responsible corporatebehavior:
8/3/2019 40049298 Walls Marketing Plan
12/80
Acquisition of POLKA
To make cleanliness commonplace.
To lessen work for women.
To foster health and contribute to personal attractiveness, that life may be
more enjoyable and rewarding for the people
who use our products.
Balancing profit with responsible
corporate behavior:
8/3/2019 40049298 Walls Marketing Plan
13/80
Market Expected Growth Trend for
Cornetto
8/3/2019 40049298 Walls Marketing Plan
14/80
Current size, growth & profitability:
In Pakistan it is 51-60% of total ice cream market. If wedont count unbranded competitors then Walls has
market share of 73%.In the branded ice creams, Wallsis
at the top and holds a huge market share of 85%. The
remaining companies are far behind in this race.Walls has a share of 22% of the intervention ice cream
market and in Pakistan it is 40% of total market.
8/3/2019 40049298 Walls Marketing Plan
15/80
SWOT Analysis
8/3/2019 40049298 Walls Marketing Plan
16/80
Strengths:Wallsover the year has proved itself as an expert
in ice-cream industry and the evidence of theirremarkable quality services is
GOLD EXCELLENCE TROPHY
For Dec, 2000 first time in Asia. This has given forhigh level of safety. This award is mark of parallel
performance of Walls ice cream factory, which
completed 3 million accident fee man-hours.
8/3/2019 40049298 Walls Marketing Plan
17/80
Strengths:The main points that contribute to the strength of
Cornetto are:
A wider choice.
Removing artificial coloring and flavorings.
Less saturated fat & sugar.More fruit.
More choice.
8/3/2019 40049298 Walls Marketing Plan
18/80
WeaknessesWalls is facing problems in the following areas:
As there are too many distribution channels of Walls sotheir distribution cost increases from the revenue generated
by these outlets.
In Pakistan the manager ofWallscompany is a foreignerso there are communication problems.
8/3/2019 40049298 Walls Marketing Plan
19/80
OpportunitiesGreat margin to increase target market.
Strategic alliances.
Selling products to other markets.
Flexible Market.Rural areas coverage.
8/3/2019 40049298 Walls Marketing Plan
20/80
Threats:
Unstable market due to poor political situation.
Sometimes religious movements against foreigners.
Future potential aggressive competition from already
existing companies.Health conscious people can go against the vegetable
fats instead of milk fats.
8/3/2019 40049298 Walls Marketing Plan
21/80
Competition:Direct:
Hico.
Yummy.
Pearl.
Igloo.Smile.
Eatmore.
Indirect:
Haagen-Dazs.
Royal treat.
Local ice-cream.
8/3/2019 40049298 Walls Marketing Plan
22/80
Comparison with competitors.
8/3/2019 40049298 Walls Marketing Plan
23/80
Product Offerings:Goods Classification:Consumer Goods.Convenience Good as well as Shopping
Goods.
Non-durable.Package Goods.
8/3/2019 40049298 Walls Marketing Plan
24/80
The product introduction CORNETTO
Leading premium brand of Walls
In start it was status symbol, now it means
value of money.
8/3/2019 40049298 Walls Marketing Plan
25/80
Cornettos products:Cups:
Cornetto Chocolate Vanilla Cup
(Sundae Cup).
Cornetto Premium Cup.
8/3/2019 40049298 Walls Marketing Plan
26/80
Cornettos products:
Cornetto Premium Cup.Cones:Cornetto Pop Cone.
Cornetto Classico.Cornetto Double Chocolate.
Cornetto Super Cone Strawberry.
Cornetto Super Cone Chocolate.
8/3/2019 40049298 Walls Marketing Plan
27/80
Cornettos products:
Delisted Products:Cornetto Mint.
Cornetto Mango.
Cornetto Orange.
8/3/2019 40049298 Walls Marketing Plan
28/80
Cornettos products:
Delisted Products:Cornetto Mint.
Cornetto Mango.
Cornetto Orange.
8/3/2019 40049298 Walls Marketing Plan
29/80
Market Strategy:
Lever brothers will be the foremost consumer producers
company in Pakistan with care, skin, ice cream and spread.
Already position in tea, hair, dental and household care,substantially profitable position in cooking oils and fats.
8/3/2019 40049298 Walls Marketing Plan
30/80
Marketing Objectives:
Maintaining positive growth in each quarter.
Achieve a steady increase in market penetration.Decrease customer acquisition cost 5% P.A.
To increase sales volume by 10%.
To increase market share of CORNETTO from 21% to 32%
next year.Add new features of packaging i.e. new packaging style.
Increase distribution coverage by opening Walls Ice Cream
Parlors in Faisalabad.
8/3/2019 40049298 Walls Marketing Plan
31/80
Pakistan market share of Walls.
8/3/2019 40049298 Walls Marketing Plan
32/80
Financial Objectives:
Increase the profit margin by 5% P.A through
efficiency and economies of scale.Maintain a significant research and
development budget to support future product
development.
A double to triple growth rate for coming
year.
8/3/2019 40049298 Walls Marketing Plan
33/80
Target Market Strategies:
Target Market A
Children: Age:7-12 Years.Product: Mini Cornetto.
Teenagers: Age:13-19 Years.Products: Cornetto Orange.
Cornetto Banana.Cornetto Mango.
8/3/2019 40049298 Walls Marketing Plan
34/80
Target Market Strategies:Target Market B:
X-generation:Age:7-12 Years.
Product: Mini Cornetto.Teenagers: Age:20-28Years.
Products:New Super Cornetto(TRIPPLE CHOC).
8/3/2019 40049298 Walls Marketing Plan
35/80
Positioning Strategy:Attribute Positioning.User positioning.Quality & Price Positioning.
8/3/2019 40049298 Walls Marketing Plan
36/80
Product Differentiation:
Distinctive.
Superior.
Defensive.
Affordable.
Durable.
8/3/2019 40049298 Walls Marketing Plan
37/80
Share of Market:
8/3/2019 40049298 Walls Marketing Plan
38/80
Marketing Mix:
Product:Differentiation Factors:
Consistent quality.
Hygiene.Aesthetic sense.
Strong distribution channel.
Change the concept of ice-cream in consumer
mind.Brand loyalty.
Advance promotional tools.
Taste.
8/3/2019 40049298 Walls Marketing Plan
39/80
Marketing Mix:
Product:Quality Factors:
Walls competitive advantage is consistent quality.
High-tech manufacturing equipment and strict
quality control process.
Highest standards of cleanliness.
8/3/2019 40049298 Walls Marketing Plan
40/80
Packaging.
At Walls following factors are considered while packing:
Aesthetic sense.
Legal requirements.
Environmental aspects.
Competition.
8/3/2019 40049298 Walls Marketing Plan
41/80
Product life Cycle
Tubs & Take2
Cornetto
Jet Sport, Cups & Choc-Bar
Polka
Products
introduction Growth Maturity Decline
8/3/2019 40049298 Walls Marketing Plan
42/80
Price:Pricing Structure:
Wallsbeing the market leader and the major innovator in
the industry normally charge higher prices for its
products. These high prices are justified by the
management that they are due to:
High quality standards.Research and development cost.
Extensive distribution etc.
8/3/2019 40049298 Walls Marketing Plan
43/80
Pricing Structure:SELECT PRICING OBJECTIVE
SELECT METHOD OF DETERMINING THE BASE PRICE:
Cost-pluspricing
Price based onboth demandand costs
Price set inrelation tomarket alone
DESIGN APPROPRIATE STRATEGIES:
Price vs. nonpricecompetition
Skimming vs.penetration
Discounts and allowances
Freight paymentsOne price vs.
flexible pricePsychological pricing
Leader pricingEveryday low vs.high-low pricing
Resale pricemaintenance
8/3/2019 40049298 Walls Marketing Plan
44/80
Pricing Structure:
Cost andprofit
= 100%= $72
MANUFACTURER
Manu-facturers
sellingprice= 100%
= $72
Cost= 80%= $72
WHOLESALER
Whole-salers
sellingprice= 100%
= $90
Markup
= 20%= $18
RETAILER
Re-tailers
sellingprice= 100%= $150
Markup= 40%
= $60
Cost= 60%= $90
Cost toconsumer
= $150
CONSUMER
8/3/2019 40049298 Walls Marketing Plan
45/80
Promotion:Communication Strategy:
The following are the communication strategies adopted by
Walls to inform and persuade the people:Sales Promotion.
Advertising.
Sales force.
Public Relations.Direct Marketing.
8/3/2019 40049298 Walls Marketing Plan
46/80
Sales Promotion:
Main objectives of sales promotion:
To persuade present customers to buy more.
To combat competition.
8/3/2019 40049298 Walls Marketing Plan
47/80
Discount & Incentives:
To Customers:
Price Discounts.
Quantity Discounts.
8/3/2019 40049298 Walls Marketing Plan
48/80
Discount & Incentives:
To Distributors:50% of distributors expenses are paid by
company.
Seasonal Discounts up to 5%.
8/3/2019 40049298 Walls Marketing Plan
49/80
Discount & Incentives:
To Retailers:Free Freezers.
Free Freezer maintenance.
Margin up to 16.48%.
Damage Policy.
Margin up to 8.6%.
8/3/2019 40049298 Walls Marketing Plan
50/80
Discount & Incentives:
To Street Vendors:
Free Trikes.
8/3/2019 40049298 Walls Marketing Plan
51/80
Advertising:Media opted for advertisement is:
Electronic Media.Outdoors.
Print Media.
Newspapers.Billboards.
8/3/2019 40049298 Walls Marketing Plan
52/80
ProducerProducer WholesalerWholesaler RetailerRetailer ConsumerConsumer
ProducerProducer WholesalerWholesaler RetailerRetailer ConsumerConsumer
PUSH STRATEGY
PULL STRATEGY
Product flow Promotion effort
8/3/2019 40049298 Walls Marketing Plan
53/80
Sales Force:
Sales Force Incentives:Training programs:
In-house training: Quarterly training programs.
On job training.
8/3/2019 40049298 Walls Marketing Plan
54/80
Public Relation Management:
Fun Carnivals.
Concerts.
Toll free number at the back side of every wrapper
0800-13000.
www.wallspakistan.com.
8/3/2019 40049298 Walls Marketing Plan
55/80
Distribution Strategy:
Distribution Channel:
Factory Distributor Retailer
8/3/2019 40049298 Walls Marketing Plan
56/80
Distribution Strategy:
Physical distribution means:
Distribution Vans.Trikes.
8/3/2019 40049298 Walls Marketing Plan
57/80
Distribution Strategy:
ULTIMATE CONSUMERS
PRODUCERS OF CONSUMER GOODS
Retailers
Agents
8/3/2019 40049298 Walls Marketing Plan
58/80
Distribution Strategy:
Specify
the role ofdistributionwithin themarketingmix
Select
type ofdistribu-tionchannel
Determine
appropriateintensityof distri-bution
Choosespecificchannelmembers
WELL-DESIGNED
DISTRIBUTIONCHANNEL
8/3/2019 40049298 Walls Marketing Plan
59/80
Action Programs:
Product Plan: Advertising Plan:TV (Geo ,PTV, ARY Digital) and Radio (FM-89,FM- 101).
Bill boards.Newspaper (The News, Express, Daily).
8/3/2019 40049298 Walls Marketing Plan
60/80
Action Programs:
Sales Promotion Plan:
Discount & Incentives:
To public.
To distributors.To Retailers.
To street vendors.
8/3/2019 40049298 Walls Marketing Plan
61/80
Action Programs:
Public Relation Plan:
Fun Carnivals.
Concerts.
Free number at the back side of every wrapper0800-13000.
Website address at the back side of every wrapper.
8/3/2019 40049298 Walls Marketing Plan
62/80
Marketing Research:
Walls is blessed with good fortune of being theleader of there market having a strong financial
position so they can conduct each and every type
of research.
8/3/2019 40049298 Walls Marketing Plan
63/80
Marketing Research:Financials: Breakeven Analysis:
$100,000
90,000
80,000
70,000
60,000
50,000
40,000
30,000
20,000
10,000
C
ost,revenue,
profit
Quantity in units0 100 200 300 400 500 600 700 800 900 1000 1100 1200
BREAK-EVEN
POINT
Total
reve
nue(
at$8
0perunit)
PROFITS
Total variable costs
Total fixed costs
Totalc
osts
LOSSES
8/3/2019 40049298 Walls Marketing Plan
64/80
Marketing Research:Financials: Breakeven Analysis:
Monthly Units Break-even 2.4 millionMonthly Sales Break-even Rs.102 millionAssumptionsAverage per unit revenue Rs.35Average Per unit Variable CostRs.8Estimated Monthly Fixed CostRs.449000000
8/3/2019 40049298 Walls Marketing Plan
65/80
Marketing Research:Financials: Expense Forecast of 2007.
Main Heads Sub-Heads Budget (RS) Advertisement Plans TV and Radio
Billboards(4 places)
News Papers
Theme adv.(3 Events)
100,00,00070,00,000
5,00,000
10,00,000
8/3/2019 40049298 Walls Marketing Plan
66/80
Marketing Research:Financials: Expense Forecast of 2007.
Main Heads Sub-Heads Budget (RS)Sales PromotionalPlans Free SamplingDisc & Incentives
Price
Quantity
Seasonal Discount
special offer 5%.
15,00,00025,00,000
20,00,000
15,00,000
8/3/2019 40049298 Walls Marketing Plan
67/80
Marketing Research:Financials: Expense Forecast of 2007.
Main Heads Sub-Heads Budget (RS)Free Freezers(200).Street Vendor
Tri-cycles(150).
24,00,00015,00,000
Public Relation
Plans
Total Budget
Fun Carnivals(3place)
Concerts(2)
100,00,00050,00,000
44900000
8/3/2019 40049298 Walls Marketing Plan
68/80
Sales Forecast in Year.Sale
forecast
in year
2007 2008 2009 2010 2011 2012
Sales in
million
Rs.225 Rs.275 Rs.332 Rs.488 Rs.592 Rs.712
8/3/2019 40049298 Walls Marketing Plan
69/80
Sales Forecast in Year.
0
100
200
300
400
500
600
700
800
2007 2008 2009 2010 2011 2012
sale forecast
8/3/2019 40049298 Walls Marketing Plan
70/80
Control:The following will enable us to keep on track . If we fail in
any of these areas, we will need to re-evaluate our business
model:Gross margins at or above 45.
Month-to-month annual comparisons indicate an increase of
20% or greater.
Do not depend on the credit line to meet cash requirements.Continue to pay down there debt line at a minimum of
Rs.274 million per year.
8/3/2019 40049298 Walls Marketing Plan
71/80
Implementation:Milestones Plan
Milestone Start
date
End
date
Marketing
plan
completion
1/1/2007 2/1/2007
Budget
(Milln)
Manager Department
7.5 A Marketing
8/3/2019 40049298 Walls Marketing Plan
72/80
Implementation:Milestones Plan
Milestone Start
date
End
date
Website
completion
1/1/2007 2/1/2007
Budget
(Milln)
Manager Department
2.2 B Marketing
8/3/2019 40049298 Walls Marketing Plan
73/80
Implementation:Milestones Plan
Milestone Start
date
End
dateAdvertisingcampaignsummer
1/1/2007 2/1/2007
Budget
(Milln)
Manager Department
8.92 C Marketing
8/3/2019 40049298 Walls Marketing Plan
74/80
Implementation:Milestones Plan
Milestone Start
date
End
dateAdvertisingcampaignWinter
1/1/2007 2/1/2007
Budget
(Milln)
Manager Department
4.15 D Marketing
8/3/2019 40049298 Walls Marketing Plan
75/80
Implementation:Milestones Plan
Milestone Start
date
End
dateDevelopmentOf theRetailchannel
1/1/2007 2/1/2007
Budget
(Milln)
Manager Department
10.23 E Marketing
Total 33.23 Million
8/3/2019 40049298 Walls Marketing Plan
76/80
Marketing Organization
Marketing manager will be responsible for
the marketing activities.
8/3/2019 40049298 Walls Marketing Plan
77/80
Contingency Plan
Difficulties And Risks:Problem generating visibilities, a function of being an internet-
based start-up organization.
An entry into the market by an already establishment marketongoing basis.
8/3/2019 40049298 Walls Marketing Plan
78/80
Contingency Plan
Worst Case Risk Include:Determining that the business cannot support itself on an
ongoing basis.
Having to liquidate equipment or intellectual capital to coverliabilities.
8/3/2019 40049298 Walls Marketing Plan
79/80
Environmental Factors:The external environment also posses great problems and
challenges to Walls. The economic environment might cause:
Changes in peoples spending patterns.
Changes in major economic environment variables such as:
Income.Cost of living.
Borrowing patterns.
Have a large impact on the demand for the products.
Marketing Plan Evaluation
8/3/2019 40049298 Walls Marketing Plan
80/80
Marketing Plan Evaluation
PLANNING
EVALU
ATION
IMPLEM
ENTATION
Top Related