COMPETITOR ANALYSIS

Wall's Heartbrand

The Wall’s Heart brand stands for a good honest scoop of pleasure. Its philosophy is to be an

evangelist of pleasure: “A day without pleasure is a day lost.” Wall’s sold in more than 40 countries.

Adding Vitality to Life

With customers becoming more health conscious, Wall’s has also taken a conscious step to

providing healthier and nutritious products. Wall’s is striving to be a healthier choice for kids by

lowering sugar content and introducing nutrient rich offerings like Moo which has calcium equal to

one glass of milk.

History of the Heartbrand

Unilever has been selling ice cream for decades, however the Heartbrand was launched world wide in 1999. The Heartbrand logo is common to every country and has come to be synonymous with quality treats. Wall’s operates under different names in different markets (Wall's in the UK and most parts of Asia, Algida in Italy, Langnese in Germany, Kibon in Brazil, and Ola in the Netherlands).

Wall's Pakistan

Wall’s came to Pakistan in 1995 establishing the Wall’s factory on Multan Road in Lahore. Fully equipped with state of the art machinery, the Wall’s factory is a standard of hygiene and technology in the region and has become synonymous with quality. Some of the most popular brands loved by the masses are now linked to Wall’s; making an irresistible combination that few could refuse.

Key facts about Wall’s Pakistan: Wall’s is the market leader of the Pakistani Ice cream market. All Wall’s products are made with Halal ingredients in a Halal compliant manner

Ice Cream Makes You Happy – Its Official!

Feast was one of the first Products introduced by Wall’s in 1995 and to date remains one of the most popular treats that Wall’s has to offer. Donut was launched in 2005 and has quickly become one of the most loved products to date. Donut’s unique shape and quirky packaging makes it a favorite with

both kids and adults alike. Boasting a thick chocolate coating with a generous sprinkling of peanuts and a premium vanilla ice cream inside, Donut satisfies the hunger and the ice cream urge alike.

Peshawari Crunch is the latest offering from the Heartbrand, and was launched in May 2011. It was launched with a variation on a popular (Pashto) folk tune to reinforce its local roots. Comprised of all new premium packaging to draw out the elements of Pathan culture, Peshawari Crunch offers high quality ice cream with irresistible crunch inside.

Jet Sport and Choc Bar were acquired by Walls in 1998 with the acquisition of Polka. These are two of Walls most popular brands to date.

From our range

Feast  Choc bar Jet Sport  Donut  King’s Kulfa Big Slice

 King’s Kulfa Cup  Mango Cup  Peshawari Crunch

Wall’s ice shop

Display Equipment 

We have a number of inexpensive and effective solutions for you to draw attention to, and get your consumers excited about, our range of ice cream.

Most of these items are available at no cost to Wall’s traders but some of the larger items may have a cost attached.

Outdoor AccessoriesDraw attention to the fact that you sell Ice Creams using pavement signs, flags, bins and umbrellas.

Ice Cream Parlour AccessoriesUse indoor POS items such as freezer display boards, basket labels and cabinet stickers to make your cabinet stand out.

ClothingWear the Wall’s brand with pride and draw instant attraction.

Wall's Promo ItemsBags, mugs, keyrings and more eye-catching items to promote the brand.

How to sell moreSix Steps to Sell(Page attached to your mail separately)

http://www.loveicecream.com/uk_en/home/default.aspxThis is the page where wall’s put up some information about their self in a very exciting manner. This page contains lots of information. It’s one of their strategies to provide complete knowledge about their product to consumers so they can buy more and more ice cream for everyone in a family. They divide this page into different areas which individually telling details of their all products.(Please go to that page and check by yourself).

Walls guaranteed Halal – Statement

All Wall’s ice creams produced by Unilever Pakistan are guaranteed “Halal”

Unilever is the biggest branded ice cream manufacturer around the world, selling millions of ice creams every day in more than 40 countries. Ice creams produced by Unilever vary from country to country, since recipes are tailored to domestic demand, based on taste, legal and religious requirements. We therefore do not necessarily use the same ingredients everywhere.

Unilever Pakistan guarantees that all Wall’s ice creams produced and marketed by it in Pakistan are in total conformance with the requirements of Halal products and are perfectly safe for consumption by Muslims. All elements in the products, including raw materials, trace ingredients, packaging and production processesused in our factory strictly conform to local legislation, religious and cultural requirements. We are very conscious about the need in particular to ensure strict compliance with Halal guidelines. A “Halal” mark is printed on all wrappers in confirmation of this.

Unilever has been operating in Pakistan for 60 years. Over this period, our brands in Home Care, Personal Care, Foods, Beverages and Ice Cream have become market leaders. Millions of people use them daily because they conform to the highest standards and provide value for money. As a multinational multi local company, we are committed to adding vitality to consumers and the community in a responsible and locally appropriate manner.

History

Wall's is the brand name of Unilever's Heartbrand ice cream business, used originally in the United Kingdom and also currently (2006) in China, India, Indonesia, Jordan, Lebanon, Malaysia, Maldives, Pakistan, Qatar, Saudi Arabia, Singapore, Sri Lanka, Thailand, United Arab Emirates and Vietnam.

· When Thomas Wall took over the family meat and pie business in London in 1905, poor summer sales encouraged him to think of other alternatives. Legend has it a young clerk suggested the idea of making ice cream in 1913, but the idea was shelved after World War I in 1918. 

· Macfisheries bought wall’s in 1920 – who then sold Wall’s to Lever Brothers in 1922. In 1922, Wall’s ice cream started production. A love affair with ice cream had begun.

· By the 1950s, wartime rationing produced a big appetite for ice cream – sales reached £46 million by 1959 and Wall’s opened a large ice cream factory in Gloucester. Supermarkets began to stock ice creams in addition to small high street shops. Market research in the 1970s showed that practically everyone loved ice cream. 

Today Wall’s divides its manufacturing in two parts: The In Home and Out of Home ranges. The In Home range consists of Wall’s famous family tubs and bricks and our Multipacks. The Out of Home range is a Wall’s success story and includes brands like Magnum, Cornetto and Feast. The kids range is specially formulated for little taste buds with favourites such as Rocket, Twister, Spin, and Moo.and shows an understanding of children’s nutritional needs, such as the Big Milk which contains 70% milk.

Ingredients

Ice cream is made from ice (water), milk, fat sugar and natural flavours and colours. All of these ingredients are necessary for you in your diet to lead an active lifestyle. From these ingredients you get protein that helps build body tissue, carbohydrates and fats which give you energy and essential vitamins and minerals like calcium that help to strengthen bones and teeth.

· Ice cream is the only food you eat frozen and offers a unique sensory experience 

· The average number of licks to finish off a single ice pop is 50 

· Every year all around the world, Walls sells enough Magnum ice creams around the world four and a half times. 

· Launched in 1995 Cornetto is the number one selling hand-held cone in Pakistan today.          

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. At this time Polka tried to sell itself to WALL’S but now WALL’S had done all the hard work which they initially did not want to do by acquiring Polka, so they were not ready to buy Polka. 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. The strong of Polka were continued and weaker were dropped.

The Heart was launched in 1997 to unite Unilever's ice cream businesses and brands, and has grown to become the most-recognized logo in the world of ice cream. In 2003, we announced the next step in building the world's most powerful ice cream brand, re-launching the Heart as symbol of the serious fun of ice cream.

Unilever is the world's biggest ice cream business and the home of one of the best-known symbols in ice cream, the Heart. WALL’S is an international brand of ice cream and is one of the most profitable units of Unilever. 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 (both organized and unorganized sectors combined).

PERISHIBILITY

· Required Temp: -18°C.

· Life time (Out of freezer): 25 min.

· Expiry: 10 months.

PACKING

· Packaging: Multiple packaging

· Small packs:

• Sticks

• Cones

• Cups

· Take home packs:

• ½ liter packs

• 1 liter packs

• Tubs

· Bulk packs: 10 liter packs

Wall's Classic tubs Wall's cartons Wall's CornettoWall's Magnum Wall's Moo Wall's RocketWall's Spin Wall's Twister

Distribution

One of the competitive advantages of WALL’S is its availability, which is ensured by extensive distribution. The distribution of ice cream is different from other products. To keep it in a good form it must be chilled at appropriate temperature. For this purpose deep freezers are used, which are provided by the company. However, the running costs are to be paid by the retailer. For this purpose walls gives a margin of 18% to its retailers\distributors, which is distributed over entire channel. Pakistan is divided in three major sections. These are as follows:

1) North

(Islamabad, Peshawar and Northern areas)

2) Central

(Lahore and Central Punjab)

3) South

(Sindh and Baluchistan)

PROMOTION

“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”---------Promotion Statement.

For any company to capture the market of its own wish and target, promotion plays the most important role in fulfilling the quest for market share. Although the process of promotion is very complex and can be looked in detail:

Ice Cream makes you happy – its official!

Wall’s carried out scientific research which shows that ice cream actually makes you happy. The study was carried out using FMRI brain scanners, and showed that eating Wall’s had an immediate effect on the part of the brain that is activated when someone is really enjoying themselves – the please areas.

So we now have scientific evidence to prove what we all already knew, that ice cream really does make you happy!

Promotional Strategies

Promotional strategies of WALL’s ice-cream is consistent. It uses Pull strategy for promoting its product becauseWALL’s spent a lot on advertising and consumer promotion to build up consumer demand.

Producer

.WALL’s

Consumer

Retailer and Wholesaler

Demand Demand

Pull strategy

WALL’s uses Advertising and Sales Promotion.

Promotional Tools

1. ADVERTISEMENT

The theme of advertisement varies with the product image and positioning. But walls follow the same theme internationally. The advertisements run on TV are made in foreign countries. The objectives of advertising are the three basic ones which include informing, persuading and reminding about different brands of walls.

WALL’S have used all sorts of mediums of mass communication and one to one bases. The mediums used in WALL’S promotional activities are:

· TV

· Billboards

· News papers

· Magazines

· Radio

· Banners

· Pamphlets

· Stands in shops

· Shop boards

· Sponsorships of pop stars, actors, models

· Event arrangements

· Bus Stop Board Ads

· Fun carnival carried out in different parks such as Racecourse Park

2. SALES PROMOTION

WALL’S has been going a number of sales promotion activities like the:

1- Cycling System:

WALL’S started its cycling system for awareness but after that its task was modified into doing sales promotions for the company. And also cycling system has proved excellent in terms of sales and promotion.

2- Discount Coupons:

WALL’S launches very low price products for the purpose of both market expansion and sales promotion. Like Solo for Rs.2 and Liter pack for Rs.45 was also to boost sales.

3- Discounts and Offerings:

Wall’s offered 5% discount in off-season.

3. Public Relations

For strengthening itself in relationship markets WALL’S is not only going for customer satisfaction but also stressing upon building strong public relations. For example, under the umbrella of Unilever, WALL’S has been trying to part in charity activities and also to stay in front in national and religion events. For instance events like Valentines Day. WALL’S uses such occasions to not only promote its sales but also to build strong public relationships through sponsoring events on this day. Moreover, it has recently started organizing colorful Fun Carnivals too, which is totally a family affair. This is just an instance WALL’S tries to gain maximum of such opportunities.

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 Trikes

To strengthen its relationship with the various public and customers WALL’s sponsors an Art exibition.

Walls Paddlepop sponsors Unilever International Art Project 2007

15/11/2007 : Paddle Pop – a Unilever brand - hosted the national awards ceremony of the Seventh Annual Unilever International Art Project for Schools today.

The ceremony marks the culmination of a two day exhibition in which art pieces created by children across Pakistan were showcased. Over 250 pieces were short listed from amongst the 150 schools that participated this year.

The ceremony was well attended by teachers, students and key stakeholders. Hameed Haroon, CEO Dawn Group was the chief guest at the ceremony.

The Unilever International Schools Art Project, first launched in 2001, encourages young people from around the world to create a painting, a sculpture or even a small installation on a given theme. Last year thousands of young artists from countries around the world including Colombia, China, Sri

Lanka, Pakistan, Russia, Turkey, Zimbabwe, USA and the UK created works of art around the theme Reality & Dreams, inspired by Carsten Höller's TEST SITE, the seventh annual commission in The Unilever Series at the Tate Modern.

This is the seventh year that Unilever is undertaking this project which involves schools across Pakistan and encourages creativity and innovation amongst school children between the ages of 5 to eighteen. Paddle Pop, the iconic Wall's treat for young consumers, is the ideal co-partner for the Art project. The Paddle Pop brand encourages children to indulge in fun and adventurous activities and to express themselves through adventure and revel in the thrill they get from rising to the challenge.

Message Execution Style

cornetto girl, where are you

The cornetto girl campaign has finally come to an end. Even though feel that its effects would continue to spread it is pretty safe now to bring to light whatever conspired in the campaign.

The message of this compaign is related to slice of life of teenagers. 

As per the objectives we went about solving two key challenges.

· Enhance the connection between teenage infatuation and cornetto

· Break through the clutter without spending a fortune on media

 The idea was to go ahead with a concept which would create talkability on its own and enhance the media ROI. The concept centered on a pseudo reality mystery based on the life the cornetto consumer.

 “a guy sees a girl in his college for the first time eating a cornetto and instantly falls in love with her. The girl disappears a couple of days later before the guy has had a chance to make an impression on her. The guy, in desperation goes on to develop a whole ad campaign to track her down, bringing the whole country in on the search…”

 This concept was then put on relevant media. From a 12 episode drama serial to creating hype on blogs and social networks to virally generated sms’s/emails we virtually exhausted all youth centric media. Even radio was used to insert ideas, theories, hoaxes about story through RJ chit chat. Seeded content generated to destabilize the theories in the drama helped keep the mystery alive through spoof videos.

 Some of the ideas that never saw the light of day, was a specialized documentary, t-shirts and bumper stickers, sarmad appearing on begum nawazish ali’s show to clear out his position and sarmad’s car seen on the roads of the 3 metros with cool art work to help him find his cornetto girl. We even thought of having a PR leg to the campaign as well with articles in images and the magazine talking about the cornetto girl phenomenon.

 All in all, this was a huge win for contact plus as we showed that well-established brands can come up with new ideas to reinvigorate their brand presence