MARKETING RESEARCH REPORT OF

WALLS ICE CREAM

Table of contents
Topics:
Company profile

Page No.
4

History company
History of the product

4
5
1

Mission
6
Vision
6
Formulating strategies
8

7-

Market analysis
Pestl
9-10
Walls polka acquisition

11

Current marketing situation

12-15

Organizational data
18

15-

Performance data
Condensed financial information
Objectives
20
Segmentation

18-21

Target
22
Marketing
22-37

market
mix

strategies
2

Porter
38-39

forces

Competitors analysis

39-42

SWOT analysis

42-44

Conclusion

45

COMPANY PROFILE:
HISTORY OF THE COMPANY
3

Lever Brothers Pakistan Ltd. is a subsidiary branch of British Company UniLever.

Unilever established in 1880 in Britain. Its founder was SIR LORD LEVER. Its
has a chain of directors, which are responsible for its management. Its head office
is in London. It's started its business in Indo-Pak Subcontinent in 1888 with the
name of Hindustan Lever Brothers.
After the independence of Pakistan, Lever Brothers with name the of Lever
Brother Pakistan Ltd. Started its business in Pakistan 1949. First product they
manufactured in Pakistan was sunlight Washing Soap. They started manufacturing
Edible Oil in Rahim Yar Khan in 1952 and soon started manufacturing of Lux after
two years.
Now Lever Brothers Pakistan has many branch factories. Their Main branches are
in Karachi, Lahore, Rahim Yar Khan and Rawalpindi. The Head of each branch is
the branch manager.
HISTORY OF PRODUCT

Founded 1930
Employees 350,000
Sales $25.3 Billion
Profits $982 Million
Headquarters London, England and Rotterdam
Netherlands
3d-largest company in Britain
Worlds largest margarine producer
Worlds largest soap and detergent maker
Worlds largest maker of packaged tea
Worlds largest ice cream maker
Worlds 3rd-largest advertiser
Worlds 16th largest industrial company
Rank Worlds largest consumer products company

the

Unilever is one of the world's leading food companies. Our passion for
understanding what people want and need from their food - and what they love
about it - makes our brands a popular choice.

In the late 19th century the businesses that would later become Unilever were
among the most philanthropic of their time. They set up projects to improve the lot
of their workers and created products with a positive social impact, making
hygiene and personal care commonplace and improving nutrition through adding
vitamins to foods that were already daily staples.

Lever Brothers Pakistan limited brought Wall's ice cream to

Pakistan in 1995. The instant success of Wall's and clear
consumer preference for the brand proved the willingness of the
Pakistan market to support high quality, hygienic, innovative
product. Keeping in view the strategy, Wall's Launched many new
products namely Cornetto, cartodor,magnum,etc. These products
have not only fuelled volume growth but also helped in
maintaining and stimulating consumer interest. Moreover, the
drive of volume growth continued through geographical
expansion with the addition of new concessionaires and satellite
towns. walls guaranteed halal statement; all walls ice creams produced by
unilever pakistan are guaranteed halal
Mission:
Vitality is at the heart of everything we do. Its in our brands, our people and our
approach to business.
Vision:
The four pillars of our vision set out the long term direction for the company .
where we want to go and how we are going to get there.We work to create a better
future every day.We help people feel good, look good and get more out of life with
brands and services that are good for them and good for others. We will inspire
people to take small everyday actions that can add up to a big difference for the
world.We will develop new ways of doing business with the aim of doubling the
size of our company while reducing our environmental impact.

FORMULATE STRATEGIES:
6

Dividers utilizes numerous a framework to agregate data it needs to settle on all

choices. It has a constant stream arrangement of data to stay up to date with any
change in nature. Steps are taken to guarantee that right data achieves perfect
individual at the opportune time. This is carried out by adding to an unique
arrangement of data inflow. In this respect, the utilitarian offices have been isolated
into data aggregation focuses. All the data coming in is amassed in the primary
data focus. Here it is assessed as being applicable and dependable. From here, it is
sent to the particular data focus where this data is required and which the data is
applicable to.

Inward Records
The organization keeps an inward record for data with respect to reality and figures
for more than 10 years. These inward records are essential while settling on a
choice. Key changes in the course of the most recent ten years and their subsequent
effect on the execution of the firm helps roll out new key improvements. Deals
figures for a particular season amid the last a few years help conjecture deals for
the following period. An alternate advantage of inside records is that they can be
gotten to rapidly and their expense is low when contrasted with different
wellsprings of gathering data.
Promoting Intelligence
The ordinary data about the advancement in the promoting environment is called
advertising insights. This may incorporate data about the regular part of business,
concerning current piece of the pie, contenders procedure or some new law been
ordered. There are numerous a sources we see at Walls that are utilized to gather
data. Aside from the inward records that stay informed regarding the past, new data
is gathered through organization's own staff, i.e. officials, item chiefs and general
7

workers. For this an open-entryway approach is emulated at Walls to guarantee

convenient entry of any related data. This helps gather data as well as helps keep
representative assurance high.
Testing
Testing is there when supervisors make determination about extensive gathering of
customers by taking a gander at a little extent of aggregate buyer populace. At
Walls inspecting is carried out through deals power. Every day data originating
from deals body is utilized to draft or to reach determination about changing
purchaser taste. This is carried out by assessing the every day execution of each
one brand as sold by the business power. Input is for the most part given to sales
representatives who think of thoughts regarding the evolving inclination. Right
data is then administered to the data focus from where it goes to the particular
individual.
Promoting Research
Promoting examination at Walls is extremely sorted out. They have a research
office which conduct research at whatever point they dispatch another item. Their r
& d department dissect the showcasing conditions for them. Aside from this
exploration which is directed when another item is going to dispatch, examination
to get data about the general changes in patterns, financial conditions, and so on
time-to-time examination is likewise accomplish through these think-tanks. An
alternate critical issue is the convenient entry of this data. Since the ceaseless
changes in the earth may prompt a decrease, auspicious and exact data in regards to
these progressions is imperative.

MARKET ANALYSIS:
8

PESTEL 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. But we
found that in the recent past the Dharna of imran khan gave much profit to the
walls carts. Their profits were in thousands in each days.
Economical
According to the government the inflation rate is controlled and purchasing power
is also stable. Which shows that there is no effect on the sales of walls products.
The taxes are increased by the government last year budget which forced the
companies to increase the prices of products and not to compromise on margins
because every company stay in industry to make profits.
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. Magnum shows the class positioned as
classy icecream. Where cornatto is positioned as for youngster.rainbow, panda ete
are for the kids. Cornetto campaign for finding cornetto girl.

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. New production plants
for producing the hygienic products in which milk stralization plant also included.
Then they are the first who introduced refrigerated trucks for the distribution of
their icecreams to keep it chilled.

Legal:
Increase in terrorism nowadays frightened the people of Pakistan due to which they
decrease their outgoing activities. The icecream parlors do not have that traffic
which were in the last years.this situation arised from the recent Zarb e Azab
operation in which reaction the terrorists became active. In kpk the situation is
even more worst. the markets were having very low traffic from past some months
which have an effect on walls sales.
The law and order situation is very unpredictable nowadays in Pakistan. for which
the army and government have taken many bold steps and search operation are
even expended to many cities of Pakistan.
Walls polka ACQUASITION:
Before Wall's introduce in Pakistan, Polka was the market leader but it had to face
competition with Yummy, and Rocco soon after. Polka dominated the local market
between 1980 - 1990s. These were the only three ice cream companies in Pakistan
during that period. Polka had almost 80 - 85% share of the market, the rest was
shared by Yummy and Rocco. Due to their heavy investment and sponsorship
Polka was the name that came into one's mind when one though about ice cream.
10

But that was in the 80s, then came Wall's in 1995 and that was it the turning point
for Polka's Sales. Wall's had a very different strategy than polka, they projected
themselves as very strong company, plus they had a very strong marketing Plan,
Which removed Polka out of the Market in to no time. Hence today we see Wall's
SPD's on the streets of Pakistan selling all the variants of ice cream.
In 1994 Lever Brothers Pakistan tried to acquire Polka Ice Cream
for Rs 600 million. Polka refused the bid, demanding instead Rs. 1
billion. One year after the launch of Wall's Ice Cream by Lever
Brothers in 1995, Polka approached Wall's with an offer to merge
the two companies.
In 1998 Polka merged into Walls both combined with one and other. After the
merging they are working together for last 7 years. On Polka packaging there is a
brand mark of Walls ice cream.
Walls has a 28% share in the ice cream market; 25% of which
comes from the take home range and 64% of the impulse range
the highest in the entire industry.

CURRENT MARKET SITUATION:

Presently omore has also captured the market, due to the result of its changed
recipe and stronger marketing strategy. But now adays they are away from the
market so walls is the leading company only in Pakistan.
THE ONLY ICECREAM KNOWN WORLD WIDE:

11

Its the only ice cream that is known by the people world wide because its
positioning is done such wisely that they had made it need of the consumers. Every
brand is linked with every age and situation usage imagery.
CORNETTO:
Cornetto is positioned as the icecream of love birds. Different campaigns are done
with this brand for example seeking cornetto girl and the fresh campaign is
cornetto secret love service generating new love songs for their beloved.
Even the drama has been made on the campaigns of icecreams.
MAGNUM:
Magnum is positioned as a classy ice cream with a heavy taste of chocolate which
is another a brand itself in walls.
CARTE DOR:
Like magnum due to high prices everyone cant enjoy its taste. Rich people can
afford it because they are les price conscious and prefer quality.
SLike these many of their other products are been introduce as brand and are for
family occasions and events gathering. Having ice creams having fun.
Unilever is the world's biggest ice cream manufacturer.
Except from Starbucks Ice Cream and Ben & Jerry's, all of its ice
cream business is done under the "Heart brand" brand umbrella
which is present in more than 40 countries worldwide.
12

Although the logo is common worldwide, each country retained

the local brand so as to keep the familiarity.

Algida - Greece, Italy, Poland, Russia

Eskimo - Austria

Frigo - Spain

Frisko - Denmark
13

GB Glace - Sweden, Finland

Good Humor - U.S.A.

HB - Ireland

Kibon - Brazil

Kwality Wall's - India

Langnese - Germany

Lusso - Switzerland

Miko - France

Ol - Netherlands, South Africa

Streets - Australia, New Zealand

To Rico - Venezuela

Wall's - UK, Indonesia, Pakistan

ORGANIZATIONAL DATA
14

PERFORMANCE DATA:
Condensed Financial Information
First Quarter Ended
March 31, 2014 March 31, 2013
(Rupees in thousands)
Sales

1,951,390 1,743,216

Less: Cost of Sales (1,132,113) (1,009,608)

Gross Profit

819,277 733,608

Less : Distribution, Admin & Other

Operating Expenses (405,087) (363,445)
Add: Other operating Incomes 14,125 10,360
Profit from Operations 428,315 380,523
Less: Finance Cost
Profit before Taxation

(4,888) (1,355)
423,427 379,168

15

We see an increasing trend continuously in sales and profits.

Objectives of wall's
The objective of wall's as under: To defend current mkt. Share
Sale growth.
Customer satisfaction.
continue product modification and improvement effort to increase
customer benefit and reduce cost. expand production capacity in
advance of increasing demand to avoid stakeout. develop a
multiple line extension offering targeted to the need of several
users segment in the market. meet and beat lower prices or
heavier promotional efforts by competitors. increase satisfaction,
loyalty, and repurchase among current customers by building on
16

existing strengths apple to late adopters with same attribute and

same benefit offered to early adopters.

SEGMENTATION

Walls market Segmentation, Targeting and Product Positioning Process

The

Segments

(A, B, C, D, E,

Market
targeted

Marketing
programming each

Product
Positioning

17

A market segment consists of a large identifiable group with a market. Buyers are
differ in their wants, purchasing powers, geographical location, buying attitude and
buying habits Walls have segmented market according to consumer characteristics
and consumer response.
Walls take advantage for both these strategies. In identical
consumer characteristics those whose geographical, demographic
and psychographic characteristics are common and from an other
those customer who give much attention to benefits, occasions
and brand.

Walls have divided market into these segments: 1.

2.
3.
4.

Demographic segmentation.
Geographically segmentation.
Psychographic segmentation.
Behavior to word Product.

The wall's segmented the entire market into such segments,

which are differentiable through:-

DEMOGRAPHIC SEGMENTATION:

Age:
Gender:

kids, teenage, 20 to40 years and above.

Both male and female.

18

Income:

Occupation:
businessman
Social Class:

RS 15,000 to RS 35,000.

Professional,

Technical

and

Students,

Middle and high Class

Walls introduce the brands for the younger as well as the

children's. Wall's targeted both high as well as low-income gourds.
In simple word we can say that wall's introduce of all income and
all age groups.
GEOGRAPHIC SEGMENTATION
Region
.

Density

Climate
of Pakistan.

South Asian Region Pakistan,

Urban, rulers

Both Northern & Southern region

19

This is segmenting the market on basis of location the factors

contributes in it is mainly, the number of population of that area
and the living standard of that particular location. The wall's has
been targeted both urban as well as rural areas.
PSYCHOGRAPHIC
The psychographic segmenting is done on the basis of the taste
and health conscious consumer. WALLS targeted its market by
creating an image of high quality and hygienic products. WALLS
was for anyone, anywhere and at any time, this very well
explains the psychographic characteristic of WALLS consumer.
BEHAVIORAL SEGMENTATION:
The behavioral segmentation is done on three different variables
that tend to define a particular behavior or attitude of a
consumer. These are: Occasions regular occasions, special
occasions Usage rate thand hai to kya hua!!
TARGET MARKEt
It is the process of evaluating each market segment
attractiveness and selecting one or more segments to enter.
Some time companies are able to target every segment, because
they are financially strong and they can arrange a vast product
line.
Wall's have been introduce different verities with different pricing
of which some of has high price that can only attract high income
group and wall's has also different brands with low price which
can be easily purchase by low income groups.Wall's is easily
20

available in urban and rural areas all over the country.Wall's has
been targeted every segment and we can say that wall's has a
Fragmented market.

POSITIONING THE PRODUCT

After realizing the need, potential in market and rapidly increasing growth and
market share of the product. The company launches a WALL ice cream and
expands its product line. Company tries to position it as an economical, qualities,
and variety of features. Which can be easily sell at any times anywhere in the
country. Company existing position in the market also helps to position it
successfully in Pakistan economy.
MARKETING MIX STRATEGIES
FOUR Ps OF WALLs
1.Product
A product consists of any good or service that can be offered to
the market to satisfy a need or want .
In case of Walls, the products are the ice creams produced by the
company.
Applying the three levels of product in case of Walls
Core Product: Ice creams, as desert after meals.
Actual Product: The high quality level, different tastes, and
shapes of the Ice creams, packaging and the heart shape icon.
Augmented Product: Walls provides taste and hygiene as well
as nutritional ingredients.
21

Ice creams may generally be categorized as Convenience

Products, products which consumers buy frequently, immediately
and with minimum of comparison and buying effort. Although in
case of the Pakistani ice cream market, consumers do give
preferences to certain brands and compare quality from one
brand to another, yet we would still consider ice cream to be
convenience products, as they require minimum search effort and
little planning. They are widely available and within the category
of convenience products, they come under Impulse Products.
Applying the concept of Product Quality, it is essential for Walls to
pursue Strategic Quality, gaining an edge over the competitors by
consistently monitoring consumers changing needs and wants
and delivering better quality and satisfaction through improved
products.
Product Design may also be considered in case of Walls. Walls
should alter the style of a few of its product lines in order to
attract more attention.

22

23

24

Brand Name

25

A name, term, sign, symbol, design, or a combination of these

intended to identify the goods or services of a one seller or group
of sellers and to differentiate them from those of competitors.
The brand name of product is "Wall's" which can be easily
vocalized.
Brand Mark
Brand mark is a part of brand that appears in the form of a
symbol, design, or distinctive coloring or lettering. It is recognized
by sight but may not be expressed when a person pronounces the
brand name. The management of Wall's uses blue color for name,
Red, yellow and white background, which is very attractive.
2. Pricing
Introduction:
"Price" is one of the most important "P" of the marketing Mix.
Pricing is important because it is a reward to the company and
must be in hand to complete the other three "P" of the marketing
Mix. The pricing of the goods and services performs a key
strategic role in many firms because of the deregulation intense
global competition, slow growth in many markets and the
opportunities for firms to strengthen market position. Pricing
decision is very important because the survival of a company in
the market depends upon Pricing decision. Pricing strategy
depends on pricing objectives.
Pricing Objectives

26

Companies use their price strategies to achieve one or many of

the several objectives. They may price for results (sales, market
share, and profit) for market penetration or positioning. Pricing
objectives may be,
Sales volume
Profit
Market growth
Pricing objective of Wall's are market growth, sales volume and
also making profit. To achieve these objectives Wall's often add
new features in the product and also decrease its price.

Price Adjustment Strategies

Wall's uses the same price strategies for all regions. They are
giving 10% discount to their wholesalers and 14% to their
retailers. Company provides off-season quantity discount (3 extra
ice cream pieces on the purchase of a cart on to their dealers.)
Pricing strategies
There are two main strategies for pricing, which the companies
adopt.
Market-Skimming Pricing
Market-Penetration Pricing

27

Skimming Pricing
Market skimming involves setting a price that is high in the range
of expected prices. This strategy is particularly suitable for new
product because in the early stages of a product life cycle, price is
less important and competition is minimum. Product user is from
high-income group and they are financially strong and they are
not price conscious. Profit margin is high. We can not set this
strategy for a long period of time because after some time
competitor arrives in the market and competition among them
start.
Penetration Pricing

Establish distribution centers all the cities where the Icecream to be supplied, these distribution centers will have a
storing facility i-e a large freezer room for storing the ice-cream,
the temperature maintained in the freezer room will be -50
degrees Centigrade. These distribution centres will be responsible
for the flow of product. They will take orders from a market, fill
them and provide on time delivery to the retailers. These
distribution channels will be run by the whole salers, they will
required to keep a certain level of inventory to fill the customers
orders promptly, completely and accurately. Each city will have
one distribution centre that will cover the whole city.

As set earlier that ice cream is a very delicate food and

should never be allowed to rise above -18 C for super market
products. Scoop ice-cream should be stored and transported at
-18 C, but may be dispensed by retailer at -15 C. ice-cream is
28

stored at colder temperatures than most other frozen food and

needs extra special care. When ice cream is allowed to rise above
these temperatures then this is called "Temperature Abuse". This
will lead to "Heat Shock", where large ice crystals form and the
product starts to shrink. These defects can never be reversed. So
it becomes a very important to transport ice cream in truck with
heavy-duty freezers.
3. 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 every where city, town, street, market etc. In tricycle
the soft music continuously singing a bell which is the
identification of Wall's. Through this Wall's also make sales
promotion and people often made impulse buying which increases
sales.
Walls also wants to get its ice creams available on the shelves of
the millions of retailers all over the country and in turn in the
hands of the consumers. So it uses distributors who can cater to
the size of Walls and its consumer base. These distributors make
the ice creams made by Walls available to the final consumers.
Here Walls uses Indirect Marketing Channels, that is it has
intermediaries (distributors) between the company itself and the
retailers who in turn provide their products to the final consumers.

29

In actual there are 400 distributors other than SPDs. These

distributors break up the large consumer base into regions and
territories that they cover.
They have also started home delivery of their products which
facilitates consumer more on day to day need and on events
specialy.
4. Promotion
Introduction
The marketing mix activities of a product planning, pricing, and
distribution are performed mainly within the organization or
between the organization and its marketing "partners". However,
with promotional activities, the firm communicates directly with
potential customers. Promotion is the element in an organization's
marketing mix that serves to inform, persuade, and remind the
market of the organization and its products.
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 Strategy :
Features of push strategy include incentives like free deep
freezers, discounts on bulk purchases and eligibility for schemes
30

such as free camera tickets based on specific columns of ice

creams sole.
Pull Strategy :
Pull 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.
Promotional budget :
One of the hardest marketing decisions facing a company is how
much to spend on promotion. How des a company decide on its
promotion budget: WALLs ice-cream uses Objective-and-Task
Method to set its budget for promotional activities.
This budgeting method entails
(1) defining specific promotion objectives
(2) determining the tasks needed to achieve these objectives
(3) estimating the cost of performing these tasks.
The sum of these costs is the proposed promotion budget. Walls
determine its specific tasks to achieve its objectives which are
defined by the companys management, to achieve these
objectives WALLs estimates the costs of different tasks, which are
to be done to promote its products.
Promotional Methods

31

The promotional mix is the combination of personal selling,

advertising, sales promotion, publicity, and public relations that
helps an organization to achieves its marketing objectives.

Personal Selling

Personal selling is the presentation of a product to a prospective

customer by a representative of the selling organization. Across
all business, more money is spending on personal selling then on
any other form of promotion. Its example is "SPDs" which is
introduced by Wall's.

Advertising

Advertising is the promotion of product or services through wide

variety of messages transmitted through different media.

Sales Promotion

Sales promotion is designed to supplement advertising and

coordinate personal selling. Include in sales promotion are such
activities as contests for sales people and consumer, trade shows,
in store displays, samples, premiums, and coupons.

There is a difference between advertising and sales promotion,

"advertising" describes messages carried in media owned and
controlled primarily by people other than the advertiser, and
media controlled by the company itself carries "sales promotion"
messages.
Wall's Promotional Method
32

for the first time they have introduced ice cream parlor of their
product where people can have an ice cream of their choice. In
this they have targeted the upper class and through which they
are getting more fame in the society.
Public Relations
For strengthening itself in relationship markets WALLS is not only
going for customer satisfaction but also stressing upon building
strong public relations.
1. Customers Price discounts Quantity discounts
2. Distributors Shares 50% of the distributors expenses Off
season discounts: 5%
3. Retailers Free freezers to retailers Investment on each
retailer: Rs. 22,000 Free freezers maintenance
4. Street Vendors Free Treks To strengthen its relationship
with the various public and customers WALLs sponsors an Art
exhibition.
Favorite Brand of Ice-Cream
Over half the respondents claimed that Walls product was their
favorite brand of ice-cream (adults: 56%, children: 59%). (Not
unsurprisingly, this correlates with respondents most recent
purchases (for respondents stating that their most recent icecream purchase was a Walls variety 80% adults and 86% children
claimed a Walls product was their favorite.

33

Magnum takes the top spot again with around a fifth of adults and
children (19%) claiming it as their Favorite.
Around half of the respondents (adults: 52%, children: 49%) agree
that the price of their favorite brand varies across the different
outlets they usually buy from, supporting the wide range of prices
actually recorded by brand.

34

5. Packaging
Multiple packaging

Small packs:

Sticks

Cones

Cups

Take home packs:

liter pack

1 liter packs

Tubs

Bulk packs:

10 liter packs

The activities of designing and producing the container or

wrapper for a product. Packaging serves several safety and
utilitarian purpose. It may be a part of a company's marketing
35

program and it is help full to identifying product among the

competitor. Today, however, the marketing significance of
packaging is fully recognized, and packaging is truly a major
competitive force in the struggle for markets.
As walls is a perishable consumer product so it is carefully
packed, so that it can protect the product in its way to the
consumer, provide protection after the product is purchased, help
in acceptance of the product from middleman and help persuade
consumer to by the product. Packaging of wall's also containing
information about the product.
Labeling
Labeling is another product feature that requires managerial
attention. A label is a part of a product that identifies the product,
describes several things about the product who made it where it
was made, when it was made, its contents, how is to be used and
how to use it safely. A label may be a part of a package, or it may
be a tag attached directly to the product. Obviously there is a
close relationship among labeling, packaging and branding.
Finally, the label might promote the product thought attractive
graphic. Descriptive label is used for Wall's as it contains
ingredients, nutritional contents and flavor of the ice cream.
Design and Colour
One way to satisfy customers and gain a competitive advantage
is through skillful product design. In fact, a distinctive design may
be the only feature that significantly differentiates a product.
Many firms feel that there is considerable glamour and general
36

promotional appeal in product design and designer's name. In the

field of business products, engineering design has long been
recognizing as extremely important. Today, there is a realization
of the marketing value of appearance design as well. Color often
is the determining factor in the consumer acceptance or rejection
of a product.
Wall's is using very attractive design and beautiful colors for the
customer attraction. All the wrappers provide some ideas about
the flavor, taste, quality and freshness of the product.

Porters Five Forces Model

Analysis Within the Industry:
Competition is very intense due to low differentiation. omore , yummy, hicco and
other Local competitors
Threat of new Entrants:
High in the industry
Liberalization and globalization policies made it easier for foreign player to enter
the Indian market.
Threat of Substitute:
Threat of substitute is very high for ice creams in pakistan due to its culture of
traditional sweets and desserts.Some of the substitutes are e.g.
Traditional sweets

37

Home made desserts

like Halwa and Kheer
Kulfi or Faludas
Bargaining Power of Buyer:
Pretty high
Availability of existing substitute products
Buyer Price sensitivity
Bargaining power of Suppliers:
Bargaining power of suppliers is pretty low as manufacturer can easily switch to a
different supplier at low cost.

Competetors Analysis
OMORE:
Manufacturers are Engro Foods Pakistan. Engro stands for
Energy for Growth. Its logo is Art for Happiness.it was launched
in 2009 april. It was introduced in 8 cities of Pakistan.in just few
weeks its sales raised upto rs 10 million on volumes of 76,000
liters.
STRENGTHS:
Fresh milk ice cream
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Low price
Bactofuge technology.( A Belgian process for removing bacteria from
milk by high speed)
WEAKNESSES:
No variation in ice cream products.
Not properly distributed in rural areas.
Not positioned at level of walls is.
Not well famous in small cities
Not known in other countries
Local brand

YUMMY:
At currently is operating in Punjab NWFP and AZAD Kashmir
region. Its segmenting is done on the basis of the taste and health
conscious consumer. Yummy targeted its market by creating an
image of high quality and hygienic products. Yummy was for
anyone, anywhere and at anytime. Sale contribution is Rs
3000,000 per day average in summer season.
Strengths:
Yummy Ice Cream is available in natural taste.No preserving
chemicals that affect the health.Its a frozen dessert.It is a time
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saving product. Skilled and trustworthy workers are working in the

company.Good growth of market.
Weaknesses:
Some weaknesses of Yummy Ice Cream are given below. The
company has fewer resources as compared to competitors. It has
not strong brand image. It has not any distribution channels. They
have less market share as compared to competitors. They have
fewer budgets as compared to competitors. They have less
technical resources.

There are major steps in an analysis of competitors after

identifying the present and potential close rivals. The analysis
consist of examine objectives strategy performance, strength and
weaknesses and than predicting the feature behavior of each,
including the likelihood that each will change its strategy and
how it will respond to move make by other.
Competitors Evaluation Process

Competitor

Competitor

Competitor

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Competitor Strength &

Competitor future

SWOT ANALYSIS OF WALL'S

Swot analysis enables the marketer or the business manager to
exactly locate

1. What strengths or strong points his product has and on

which he can capitalize and earn more market share.
2. What weakness or weak points are they in his product or in
the external environment, which he could avoid and on
which he should work on and try to improve.
3. Which kinds of opportunities are there available for him, so
that he could cash on those opportunities?
4. And most importantly the threats that are faced by the
company or the product in the external environment in
shape of the competitors and other factors.
The fact that there are number of competitors in the market of ice
cream and there is going to be a lot of competition between the
different products, analysing the external environment becomes
even more important. Following this scenario where there is
competition right from direct competition to generic competition,
Swot analysis becomes a key to success.
A complete analysis of the external environment is as follows.
STRENGTH
Financially Strong.
Wide distribution, due to establish distribution channels.
High Quality
Good image in the mind of Customer.
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Aggressive Promotion scheme's.

More new flavors and brands
Attractive linkages with consumers
Connecting it to consumers life
Consumers loyalty

WEAKNESSES
Pure milk is not used in ice cream
OPPORTUNITIES
Gap in market for diet 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.
They can introduce flavors of flowers too.
Medicate ice creams for diabetic or any other consumers
THREATS
Omore is the biggest competitor in the market ,rapidly increase
in their Market share is a big threat for Wall's.
Also yummy is their having enough shares of market.
CONCLUSION:
Ice creams are liked by every age customers. The quality they
maintained had lead to loyalty of their customers. I think walls is
the only brand which is spread world wide and is known mostly in
Asia countries and is liked by Asian people.

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Omore was a huge competitor in the market in the last few years.
but now adays it is totally vanished from the market as well as
from the media. It have given walls a really tough time.
The distributor should always take care of trucks and keep them
properly maintained. Smaller trucks are used for deliveries within
the city and big one for the transportation of ice cream from
production plant to the distributors.
Walls can do much more better works and can extend their flavors
more from fruits to flowers and vegetables. They have the ability
to take bold steps in future.

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