identifying the marketing challenges faced by unilever pak in wall’s ice cream
TRANSCRIPT
INSTITUTE OF BUSINESS AND TECHNOLOGY
Identifying the marketing challenges faced by Unilever Pak in Wall’s ice cream
Prepared By
Gulzaib Ali Khan(BM / 25082)
Taha Yaseen(BM / 25093)
Course Code : MKT-606
A project in partial fulfillment of the award of
MBA (Marketing)
FACULTY OFMANAGEMENT AND SOCIAL SCIENCES
SPRING - 2011
Identifying the marketing challenges faced by Unilever in Walls ice cream
CONTENTS
Page No
ACKNOWLEDGEMENT............................................................ 01
ABSTRACT…………………………………………………………………….. 03
CHAPTER NO. 1 INTRODUCTION
1.1 Introduction……………………………………………………………………. 04
1.2 Purpose of Study……………………………………………………………… 08
1.3 Research objectives………………………………………………………….. 08
1.4 Research Methodology………………………………………………………. 08
CHAPTER NO.2 LITERATURE REVIEW
2.1 Literature Review……………………………………………………………… 11
CHAPTER NO.3 UNILEVER IN PAKISTAN
3.1 Walls Ice Cream in Pakistan…………………………………………………. 15
3.2 Mission…………………………………………………………………………. 17
3.3 Vision ………….………………………………………………………………. 18
3.4 Objective and Goals………………………………………………………….. 18
CHAPTER NO.4 MARKET SEGMENTATION
4.1 Introduction…………………………………………………………………… 21
4.2 Target Market………………………………………………………………… 25
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Identifying the marketing challenges faced by Unilever in Walls ice cream
4.3 Value proposition……………………………………………………………. 28
4.4 Positioning…………………………………………………………………… 29
4.5 Slogans………………………………………………………………………. 31
4.6 Unique Selling Proposition…………………………………………………. 32
4.7 Buying Behavior of Customers……………………………………………. 36
CHAPTER NO. 5 COMPETITORS
5.1 Omore………………………………………………………………………… 37
5.2 Hico…………………………………………………………………………… 44
CHAPTER NO. 6 RESEARCH FINDINGS
6.1 Questionnaires & Analysis…………………………………………………. 50
CHAPTER NO. 7 CONCLUSION AND RECOMMENDATIONS
7.1 Conclusion…………………………………………………………………… 66
7.2 Recommendations…………………………………………………………… 68
REFERENCES 69
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Identifying the marketing challenges faced by Unilever in Walls ice cream
“ACKNOWLEDGEMENT”
First of all we would thank Almighty ALLAH who has guided us the way for a
bright future. We would like to acknowledgement the help provided by our
teacher to make this project a success.
Our teacher Dr. Noor Ahmed Memon provided guidance and learning at every
step of the project which helped us, a lot in the questioning, data collection and
preparation of this report. He always gave full energy and showed willingness in
our project.
We are also thankful to our parents who accommodated us during those long
hours of work in writing Synopsis for Dissertation and all the friends and
colleagues who equally encouraged us.
We would also like to appreciate the co-operation we got from our classmates at
the institute, which boosted our morale and encouraged us to strive for better
results.
Mohammad Gulzaib Ali Khan Taha Yaseen(BM- 25082) (BM-25093)
Institute of Business and Technology
Identifying the marketing challenges faced by Unilever in Walls ice cream
INSTITUTE OF BUSINESS AND
TECHNOLOGY
ABSTRACT SUBMITTED BY: Muhammad Gulzaib Ali Khan
Taha Yaseen
DISCIPLINE: MBA (Marketing)
TITLE OF PROJECT REPORT: Identifying the marketing challenges
faced by Unilever Pak in Wall’s Ice
Cream
MONTH OF SUBMISSION: April, 2011
NAME OF PROJECT SUPERVISOR: Dr. Noor Ahmed Memon
Abstract:
The Study is about “Identifying the marketing challenges faced by Unilever
Pakistan in Wall’s Ice-Cream.” There has been a lot of changes in the minds and
eyes of the consumer about Wall’s Ice-cream that it is not an ice-cream rather a
dessert, on the mere fact that it is not made up of dairy milk. The local players in
the market are taking out the best out of this negative perception of the
consumer.
Another underlying fact is that the prices charged by Wall’s have gone up in the
previous year and some new local players have entered due to which Wall’s is
facing fierce market challenges. The main focus of this study will be the in-home
category since this category not only competes with other ice-cream brands but
also local players and other confectioneries that are most common on occasions.
Wall’s in-home category is positioned as the family tradition of Pakistan.
1. INTRODUCTION
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Identifying the marketing challenges faced by Unilever in Walls ice cream
1.1 Introduction
Wall’s is the United Kingdom (UK) oriented food brand, covering the both meat
products and ice cream products, owned by Unilever. Founded in London in
1786 by “Butcher Richard Wall”, it was obtained by Unilever in year 1922. To
avoid the summer lay offs due to the down turn in its core meat product market.
In 1920 the wall’s launched the range of ice creams. Unilever sold the meat
products business and license to use wall’s brand on such with in the United
Kingdom in 1996 to Kerry group. Wall’s it self now core to Unilever’s heart brand
global ice cream business, used currently in the China, Hong Kong, India,
Indonesia, Jordan, Lebanon, Malaysia, Maldives, Mauritius and Pakistan, Qatar,
Saudi Arabia, Singapore, Thailand, United Arab Emirates and Vietnam.
History: In 1786, Richard wall opened a butcher’s stall at St James’s market
“London”. Selling the meat and other meat products, he soon gained a well
reputation for being fine pork butcher in the market. In 1892, Richard received his
first royal appointment to George, Prince of Wales as the “purveyor of pork”
continuing to serve him through his later reign as “King George III”. In the year
1817, Thomas had born followed by daughter Eleanor. In 1824 Richard’s
business has boomed and in 1834 he moved to the new premises as at “113
Jermyn Street, however shortly afterwards Richard wall has died and leaving his
widow “Ann” and 19 years old son “Thomas wall” to run the business, trading as
“Ann wall and son”. Ann also died shortly after the death of her husband.
At the age of 19, the Thomas wall took sole charge of the business, plus the care
of his 14 years old sister. After the birth of Thomas’s son Thomas wall II in 1846,
the Thomas wall incorporated the business as “Thomas wall and son Ltd”.
Thomas wall II served his apprenticeship and the joined the company in 1870,
and after second son Fredrick had followed the same path, the company name
was changed in the year of 1878 to “Thomas wall and sons Ltd”. Throughout in 1this period the business maintained its high level standard and resultant 1 http://en.wikipedia.org/wiki/Wall's_(company) http://wn.com/Wall's_sausages http://home.planet.nl/~artrako/Historie/Emigranten-EN.html
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recognition, obtaining a series of royal appointments from Queen Victoria, King
Edward VII, King George IV and King George V.
The business had always faced a problem in summer when sales of meat and
meat pies and the sausages fell and the company was forced to lay-off its staff.
Now led by Thomas wall II he wished-for developing a line of ice cream in 1913
to void the lay offs but the on set of World War I put the plan on hold due to
shortages. Thomas wall II has decided to retire and so sold the business in 1920
to Mac Fisheries which itself was acquired 1922 jointly by lever brothers and
Margarine Unie the creator company of Unilever. At present beneath the
direction of Maxwell Holt ice cream production initiated in 1922 at a industrial unit
in Aton London. As ice cream grew in worth. Unilever split the company into 2 “T
wall and son ice cream Ltd” and the “T wall and son meat Ltd. In 1959 wall’s
doubled the capacity by opening a reason built ice cream factory in Gloucester
England. In 1981 Unilever and T wall merged and son ice cream Ltd with “Birds
eye foods Ltd” to convert in “Birds eye wall’s Ltd”. Subsequent a review of
production services, the Gloucester factory was exhausted and update and the
Acton factory was closed “Project Phoenix” 1983.
Ice cream History: The commencement of ice cream can be traced back to at
least 4th century B.C; early references incorporated the roman emperor Nero A.D
37-67, who ordered ice to be brought from the mountains nd joint with fruit
toppings, and “King Tang A.D 618-97” of Shang china, who had a technique of
creating ice and milk mixtures. Ice cream was likely bought from China back to
Europe over time recipes for ices, sherbets and milk ices changed and served in
the fashionable Italians and French royal courts. After the dessert was bringing in
to the United States, It was served by numerous famous Americans. George
Washington and Thomas Jefferson served it to their guests, in 1774, a London
caterer who’s name was Philip Lenzi announce in a new York newspaper that he
would offering for sale various confections including ice cream and dolly Madison
served it in the 1812.
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Identifying the marketing challenges faced by Unilever in Walls ice cream
Unilever pak intro: Unilever Pakistan limited, a subsidiary of the Lever brothers
group is operating in Pakistan since 1948, the company’s main business lines
are soaps, detergents, personal proucts, cooking oils and fats, tea product and
ice cream. Unilever has a long list of world fame brands like “surf, vim, rin, life
boy soap and shampoo, sunlight, lux soap, rexona soap, sun silk shampoo,
close-up tooth paste, blue band, dalda, planta, taaza and richbru, Lipton’s yellow
label, brook bond’s supreme and Kenya mixture etc. while continuously exploring
expansions opportunities in various fields, focus remains on the company’s core
business of detergents and food & beverages. Alongside these are the results of
the company’s dynamic approach to meet the needs of the continuously
changing market environment.
The Unilever’s factory at Rahim yar khan was one of the first industrial units to be
constructed after the creation of Pakistan. As the customer base expanded over
the years and the company entered into new manufactured goods lines like as
personal products and margarine. It invested supplementary in the installation of
modern manufacturing facilities including a factory at Karachi. Today the
company is using latest state-of-the-art technology for the producing high quality
products. In 1989, Lipton “Pakistan” Ltd was the formally merged with lever
brothers, which took under its fold Lipton’s tea business. In 1997, brook bond
Pakistan Ltd was also merged with the company. A major importer of tea in
Pakistan unilever is actively looking into possibility of growing tea within the
country. An experimental tea cultivation station has been set up in Mansehra
where clonal was not only grown successfully but is no being planted by farmers
in the area with extension services from Levers. It is expected that 600 hectares
of farmland will be under tea cultivation in the next 5 years. However, it is worth
nothing that the large smuggling of tea poses a threat to such initiatives.
In 1995, the company established a new factory near Lahore to manufacture the
wall’s range of ice cream which has become popular within a short time of period.
In 1996, the present group – Unilever UK acquired the polka group that produced
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Identifying the marketing challenges faced by Unilever in Walls ice cream
ice cream, in 1999, Pakistan industrial promoters (Private) Ltd owners of “Polka”
brand of ice cream were merged with Unilever.
Unilever name in Pakistan identical with excellence. To remain this position,
company remains vigorously involved in enlargement aimed at fulfilling consumer
needs with an optimal blend of quality and value, never forgetting the most
important elements of business (The customer is king). In line with worldwide
placement approach and in order to influence the synergies of Unilever’s
international brand power, marketplace edge and corporate image. Lever
brothers Pakistan Ltd altered its name headed for Unilever Pakistan Ltd in
August 2k2.
Therefore the present company has come about through the original lever
brothers merging with Lipton “1988”, brook bond “1997”, polka ice cream “1998”
and presently they are operationally merged with the best foods since 2k1. 1982
saw the inro of personal products and 1994 setting up of the wall’s ice cream
business which was a green field exercise.
About topic: The topic of our project is “Identifying the marketing challenges
faced by Unilever in wall’s ice cream”. There has been a lot of changes in
minds and eyes of the consumer about wall’s ice cream that it is not an ice cream
rather a dessert, on the mere fact that it is not made up of dairy milk. The local
players in the market are talking out the best of this negative perception of the
consumer. Another underlying fact is that the price charged by wall’s have gone
up in the previous year and some new local players have entered due to which
wall’s is facing fierce market challenges. The main focus of this study will be the
in-home category since this category not only competes with other ice cream
brands but also “Kulfi, Gola ganda” and other confectioneries that are most
common on occasions. Wall’s in-home category is positioned as the family
tradition of Pakistan and wall’s has recently launched the pure punjabi traditional
ice cream flavor which is “Badami”. It’s a good sign that wall’s is changing the
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Identifying the marketing challenges faced by Unilever in Walls ice cream
perception of consumers by advertise this flavor vastly to acquire the local
villagers and as well as literate citizens of Pakistan.
1.2 Purpose of study
The purpose of this study is to identifying the marketing challenges which
Unilever is facing now a day in wall’s ice cream and how was it handled gently to
make the wall’s a successful and favorite ice cream brand for the consumers.
1.3 Research objectives
Identification and pointing out those challenges which Unilever is facing and after
a careful analysis making recommendations and suggesting the ways to tackle
the situation with improvement and sustainable growth for the organization.
1.4 Research methodology
This research thesis will be a combination of descriptive & exploratory study. The
reason behind this is different variables will be identified that are affecting the
wall’s in-home range. This research will also be given a better understanding of
the market for ice cream.
Variable will not be controlled nor manipulated; no artificial environment will be
created for this study.
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Key Findings
Identifying the marketing challenges faced by Unilever in Walls ice cream
Following are the respondents of the research:
Consumers of in-home ice-cream (in the three months)
o Sample of 100 respondents from Karachi
o Sample 40 respondents from Lahore
Both Quantitative & Qualitative data will be gathered using different instruments.
The data for this investigates is collected through the following instruments:
Questionnaires for the consumer.
Quantitative but semi-structured open-ended interviews.
Unstructured interviews from organization to understand the market &
current scenario.
These are the sources of data collection for our study:
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Research Design
Branded Ice Cream
Background &
Identifying the marketing challenges faced by Unilever in Walls ice cream
Primary Sources – Questionnaires for consumers and Interviews from
Organization
Secondary Sources - Internet, Magazines & Articles.
Data that will be gathered throughout the primary data collection is analyzed in
qualitative methods. Simple calculations will be carried out to put the facts &
figures into logical sense and then representing it into graphs or charts according
to the type of data extracted.
2. LITERATURE REVIEW
2.1Literature review
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Wall's is the ice cream auxiliary of Unilever, the consumer products giant whose
brands includes Persil detergent and Dove soap. The organization’s UK market
share in ice cream is so much larger than the anyone else's that all its rivals are
struggling. Data gathered for the last Competition Commission investigation into
the ice cream sector previous year showed that as of May 1999 Walls held a
71% share of the so called impulse marketplace for an ice cream that is product
bought on impulse in news agents and expediency stores rather than tubs and
multi-packs in supermarkets.
Unilever is the marketplace leader in ice cream in the most of the major
European markets such as France, Germany and Italy. The finances of the ice
cream industry are such that delivery costs are a primary part of the overheads.
These permanent costs denote a company with only small sales will struggle. In
the UK, merely Unilever has managed to attain those economies of level. This is
not to say that the new competitors cannot make a mark.
Birds Eye Wall's has since launched its own "whippy" style ice cream from
machines in newsagents and corner shops.
Unilever provides this opportunity to ice cream consumers in Britain, but not
indefinitely. They have released the limited edition ice cream collection Magnum
Seven Deadly Sins, comprising - you guessed it - seven variations of their classic
Magnum ice cream: greed, gluttony, lust, vanity, jealousy, revenge, and sloth.
Currently the two available flavors are Greed and Gluttony.
The Magnum, launched in 1988 (1989 in the UK), is today the best-selling ice
cream in Europe, selling in excess of one billion pieces annually. Therefore it is 2hardly surprising that Unilever should attempt to expand on its success.
2http://www.independent.co.uk/news/business/analysis-and-features/walls-ice-cream-monopoly-proves-hard-to-melt-away-666507.htmhttp://www.marketingmaniacs.net/2011_02_01_archive.htmhttp://www.marketingmaniacs.net/2011/02/hilarious-competitive-advertising-by.html
Via: Express Tribune
http://officialpakinfo.wordpress.com/2010/07/07/competition-in-ice-cream-world-of-pakistan-walls-igloo-or-omore/
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Commercially they have achieved their goals, but in terms of gastronomic
experience the design of these novelties is disappointing.
The latest marketing campaign by wall’s features some of the top acts in the
Pakistani pop music scene, including, Noori, Junoon, Jal the band and Strings.
Moreover, the wall’s logo can be seen featured in a number of programs on
Indus music. With this latest campaign, Wall’s has gone where none of its
competitors have ever gone-associating ice cream with Pakistani pop music.
Overall, the campaign gives a fresh new face to Walls and gets in with their
existing philosophy to be an essential ingredient in the enjoyment of everyday life
for everyone. This philosophy or vision has been the primary driver of its earlier
marketing campaigns and applies just as much to the current one.
It was an instant success due to their exceptional marketing communications and
the product’s hygienic, high quality ad innovative nature. Feeding on the initial
success, five new flavors were launched in the start of 1997, the same year in
which Wall’s merged with Polka. This tradition of product innovation has
continued throughout the years with Wall’s consolidating its market position with
new additions and variants in its addition of new concessionaires and satellite
towns.
Traditionally, the target market of Wall’s has been, more or less, similar to the
target market of Pepsi. Wall’s target market can be defined as the middle upper
middle and upper class; fun loving energetic and vibrant with ages six and above;
and single married and married with children. All the previous marketing activities
of Wall’s have distinctly displayed an orientation towards this target market.
The previous campaigns of Wall’s have displayed a focus on children, teenagers,
young, adults and adults-all with their trademark fun loving and vibrant twist. This
current campaign appears to be mainly geared towards teenagers and young
adults, with secondary focus on children.
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Identifying the marketing challenges faced by Unilever in Walls ice cream
There has been a positive reception towards the campaign; it is well liked by the
public. The hoardings displayed at key points throughout the city, are very well
executed and eyes catching, with a vibrant feel to it.
Perhaps the strongest aspect of this campaign is that it fits with the overall brand
essence of the product. Though there is a slight shift in their market focus, Wall’s
core values of being energetic, being fun loving and happy, being vibrant, and
having a good time are strongly reflected and reinforced in this latest campaign.
This latest campaign by Wall’s was much needed to refresh and energize the
brand which faces increasing competition from Igloo, Yummy and Hico.
These days’ public gives the impression to be in an Omore selling bender, after
the permanent advertising of Omore at last in Karachi gets to eyewitness the
coming of this ice-cream. Despite the fact that the complete product depth isn’t
accessible, some alternatives do taste good than the rivals’.
Now that a new rival has inwards in Karachi subsequent to much of a delayed
situation and advertisements which did not make logic in the city that did not
have this product yet, it now seems to be becoming a warfare situation,
something we experiential between Sun silk and Pantene. Who started it? We all
know … Was nearby a need of it? We all are familiar with about that too …
Omore is far and wide with its magnificent billboards and the Sea View occasion
being on the way, the much anticipated brand seems to be doing a marvelously
great deal in terms of customary advertising to recapture the trust of those clients
who by no means got to taste their ice cream after being bombarded with TVC’s.
connection building, The brand got to be tainted a bit as a result of the issues
with it’s allocation channel but it’s fairly a good product, a must have.
Beneath is an image of their luminous copyrighting and it actually does catch the
‘mostly potential customers’ sight’ and attention. It’s extraordinary why Walls has
launched and is promotion its Mango ice Cream in this season but it appears to
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be a rival strategy to remind the consumers that ‘Hey look! Your old friends are
still here!”
3 UNILEVER IN PAKISTAN
3.1Wall’s ice cream in Pakistan
Unilever is the world’s largest and biggest ice cream business and the home of
one of the best known symbols in ice cream “The Heart”. The heart was
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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.
Their global ice cream business is having worth of €5 billion with a 17% market
share. Unilever is selling ice cream in over 40 countries worldwide. The heart
represents €3.5 billion of Unilever’s sales, Unillever is taking the next step in
building the world’s most powerful ice cream brand by putting 20% more
investment in the next three years behind marketing and development activities
to make the heart a true power brand.
The heart is a famous symbol in over the 40 worldwide countries. The ice cream
companies united by the heat logo are known by different names in different
countries, for example wall’s in the UK and south East Asia, streets in Australia,
kibon in Brazil, algida in Italy, langnese n Germany and ola in the nether land,
together they produce brands including “Magnum, cornetto, solero and carte
d’Or. The business mission of wall’s is two simple words “Market Leadership”.
Wall’s is the no.1 brand in ice cream market of Pakistan. Polka was once the
market leader on the mere basis of its nationally available products and 25 years
of experience. But now, after the Wall’s and Polka merger they together
constitute market leadership.
The organization’s objectives are cleared and well defined. The organization
wants wall’s to be uniquely positioned as a top quality ice cream that comes to
the customer’s doorstep. Initially, it was only the ‘Gola ganda’ and the ‘kulfi stall’
that came to the doorstep and made their presence known with familiar bell 3sounds of jingles. But a top quality hygienically prepared imported ice cream
was a completely new idea that delighted the consumers and made wall’s a
household item.
3http://unilever.com/innovation/innovationinunilever/Overviewofresearchanddevelopmentinunilever/http://www.unilever.com.my/brands/foodbrands/walls.aspx
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The mobile vendor (600 in Pakistan and nearly 200 in Karachi) with the paddle
pop music was an effective marketing strategy that was new to the ice cream
market of Pakistan. After the wall’s and polka merger, the marketing for polka is
being done along the same lines as wall’s “Billboards, post signs, signs outside
retailers”. However, the pricing strategy implemented is economic pricing
strategy. The strategic objective behind this is to be broadening the entire price
range covered by Unilever’s ice cream products with a combination of economy
and premium pricing.
The range of wall’s ice cream are distributed in three categories; impulse, in-
home and out home. Impulse range constitutes of choc-bars, cornetto, magnum,
sundaes, cup ice cream i.e. those for individuals and don’t require any planning
to get these. In-home category is family oriented ice cream packs and is targeted
towards special occasions or those which have been positioned as a substitute to
cultural confections, wall’s selection, tub ice cream and wall’s dessert. The out-
home range are wall’s kiosks placed at different localities in the city or wall’s ice
cream parlors which are in direct completion with other foreign ice cream brand
parlors such as gellato affairs, movempick, mini-melts etc.
The technical element reflects the current state of knowledge regarding the
production of product services. To overcome this element wall’s use modern
technology for the production of ice cream. They always keep on introducing new
technology in ice cream making so that the reason is why their quality of ice
cream always exceeds from the quality of their competitors.
Socio-cultural elements are very important in a company’s strategies. As we
know that the climate of Pakistan is very hot almost half of the year so people
love to eat ice cream especially the teenage. Wall’s has introduced ice cream
ranging from the Rs. 10 to Rs. 20, so that even lower class people can also
afford to buy good quality ice cream and enjoy it. Therefore it is very evident that
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this has become an emerging market with intense competition. In which he
cultural confectionaries are threats as well as other ice cream companies.
3.2Mission
Lever brothers will be the leading consumer product company in Pakistan with
skin care, ice cream and spread. Already positioned in tea, hair, dental and
household care, significantly profitable position in cooking oils and fats our
strengths come from Unilever people and from combining the best of its
international as well as Pakistan origin. Unilever commitment is to continuously
care for the need of its customers, consumers, employees, suppliers, share
holders, stake holders and the community in which we live. Unilever is committed
to provide its customers the quality products and company has never
compromised on quality no matter what is the cost. This maintenance of
consistent quality has given lever brothers a competitive edge.
As one of the Unilever’s leading brands, it has always been wall’s mission to add
vitality to customers/peoples life – while being responsible about good nutrition.
The very prominent slogan of Unilever is
“Adding vitality to your life”
That is why Unilever is constantly adjusting its range to keep up with shifting
needs. Calcium augmented products are available to add nutrition and health
benefits for the kids and adults, smaller sizes for the smaller appetites and old
favorites for those nostalgia lovers – there is something for everyone. Wall’s 4guaranteed Halal – statement “we are committed to adding vitality to consumer
and the community in a responsible and locally appropriate manner.
4http://wiki.answers.com/Q/The_vision_and_mission_statement_of_unilever_pakistanhttp://www.unilever.pk/Images/Unilever%20Pakistan%20Foods%20Limited%20annual%20report-2010_tcm96-260895.pdf
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3.3Vision
Unilever’s mission is to add vitality to life, we meets everyday needs for the
nutrition, hygiene and personal care with brands that helps people good, look
good and get more out of life. Art portrays values on a canvas, piecing together
elements to from a complete picture. Unilever’s mission statement “to add vitality
to life” lends itself to an artist’s vision of making a better worlds and scalping
today for a sustainable tomorrow. Art and vitality are the key elements that
represent the coming together of skill, talent and values to produce great ideas.
3.4Objective and goals
Winning with the brand and innovations: brands and innovations are the heart
of everything Unilever do. Success means mounting products that keep pace
with changes in consumer lifestyle and that appeal to people at all income levels.
Unilever is using breakthrough technology as being a multinational company to
get bigger and better innovations into the market faster, supported by the best
marketing.
Superior products: Unilever’s aim is to give consumers and unbeatable
products experience. They are investing in formulation and constantly evaluating
product performance in order to drive consumers preference in branded and
unbranded product tests, they are doing this both for our innovation and for
existing mixes.
Bigger, better and faster innovation: useful and successful innovation is the
life blood of any FMCG company. For a business like as Unilever, success
means innovation that work globally rather than just one or two countries. This
kind of achievement states with what Unilever call “disruptive technology”,
namely technology that makes a big crash on the market by meeting the
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consumer needs better than all available alternatives. Sharp consumer insight
and R&D is core to delivering on that aim, for example
“Solid gold from Magnum”
It is on everyone’s lips! Magnum gold?!, the first ever golden ice cream on a stick
launched in 29 countries all over the world in 2010 with a Hollywood blockbuster
of a campaign featuring “Academy award winner Ben del Toro”.
Winning through the continuous improvement: continuous enhancement
means doing everything a little better every day. That is a key to sustainable
growth. In 2010, Unilever concentrated on improving speed and dexterity in the
supply chain, while keeping cost competitive.
Providing superior service: on-shelf availability “OSA” measures Unilever’s
ability to put right product on the correct shelf at the right time, in order to
enhance on time product availability and giving superior services – as take on
other words, they ensuring shoppers can always find their products in a store.
However efficient their supply chain, Unilever products can not sell if they are not
on the shelf’s properly. So Unilever work with retailers to ensure that their
products are readily available when customers come to shopping. Unilever has
developed a unique capability for this collaboration with retailers. The top five
approaches, which helps to identify inefficiencies with and designs specific
solutions. Unilever work alongside customer to improve its system and their
system.
Quality: Unilever determined that the consumer perceived quality is at the core
of all that they do. Unilever intensifying their focus on the quality at every level of
the organization and at every step in the processes from the raw material to
presentation on shelf’s of retailers.
Winning with the peoples: Double the size of the organization presents major
HR challenges. Unilever need to have in placed the people and structures
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necessary to thrive on double the scale. Present year Unilever made a great
progress in developing a team capable of delivering growth and in offering the
career development possibilities and an environment that makes Unilever an
attractive place to work.
Closer to the consumer and closer to the customer: performance culture
demands excellence from team as well as from individuals. In august, 400
Unilever Germany’s employees worked together in outlets of the REWE
supermarket network, getting closer to key customer, selling margarines to
consumers and raising €100,000 for the world food programmes school meals
project in Kenya.
4 MARKET SEGMENTATION
4.1Introduction
Market segmentation is a subgroup of people or organizations sharing one or
more characteristics that causing them to have similar product and service
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needs. During the market research that we have conducted, we learned that their
target market is basically all the people who go to shops for purchasing of any
age all the kids all the young youth and household as well majorly targeted as
portrayed their commercials.
In order to formulate an effective marketing and promotional strategy, the target
market for the wall’s ice cream has divided into 4 different segments based on
“Geographic variables, Demographic variables, Psychographic variables and
Behavioral variables.
GEOGRAPHIC
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Segmentation is done in 4 segments of wall’s ice cream in Pakistan “south,
central and north”, Karachi to Sadiqabad, Sadiqabad to Gujranwala and from
Gujranwala to upside country respectively
.
Geographic segmentation
World region Asia
Country region Pakistan
City Karachi, Hyderabad, Multan, Lahore,
Gujarat.
Density Urban areas
Climate All but less in winter.
DEMOGRAPHIC
Wall’s caters male and females of all income levels that is “Upper, Middle and
Lower Middle in come levels their target market mostly age and income based
and they have different age group like as Paddle Pop is mostly famous in kids,
Cornetto Feast is famous in teenagers and up to the age of 28 years and the
commercial packs are popular/famous in families as a whole.
Demographic segmentation
Age Above 5 and below 65
Gender Focus on both
Family size Not specific
Occupation Not specific
Income Rs. 5000 and above
Education Not specific
Religion Not specific
Nationality Not specific
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PSYCHOGRAPHIC
Psychographic segmentation is done on basis of taste and health conscious
consumers. Wall’s targeted its market by developing an image of the high quality
and hygienic ice cream product. Wall’s was for “anyone, anywhere and at
anytime”, so this is very explains psychographic characteristics of wall’s
consumers, also relating fun with the ice cream helps depicting the life style of its
potential customers.5
Psychographic segmentation
Social class Available for upper (elite) class, lower
uppers and upper middles.
Life style Not specific
Personality Not specific
BEHAVIORAL
The behavioral segmentation is done on the 3 different variables that tend to
define particular behavior or attitude of a consumer, which are as under
Occasions – regular occasions, special occasions
Usage rate – thand hai to kya hua!!
Benefits – quality, presentation, taste
Behavioral segmentation
Occasion Regular as well as special occasions
Benefits Quality
User status Potential users, ex-users, first time user
and non user
5http://www.icmrindia.org/courseware/International Business & International Marketing/Segment-Target-Position.htmhttp://www.unilever.com.my/brands/foodbrands/walls.asp
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Loyalty status Medium
Readiness status aware, informed, interested, desirous,
intending to buy
Attitude towards product Positive and enthusiastic
Wall’s has embarked on the several engagements to spread the message of fun,
excitement and love and friendship. Who can forget the love sparked from the
popular reality show – cornetto, love perhaps?
Segmentation based on the lower sugar content and the extra nutrition: Ice
cream can be a part of a healthy balance diet. Heart brand is developing
products that are low fat; sugar free, lactose free, and as well as low
carbohydrate options and those with more nutritional “goodies” like as calcium
and fruit. Diabetics can be consumed TD without worrying about their sugar level.
Based on this choice of consumers, the consumer market firstly was divided into
2 sections “Diabetics and non-Diabetics”.
4.2Target market
Targeting is how the marketer is capturing the different segments of market. And
wall’s is targeting the 2 kinds of market.
o Consumer market
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o Business market
How wall’s is targeting different segments of consumer’s market
Wall’s has targeted a wide range of consumers with its wide collection of ice
cream products.
Target children: wall’s Paddle pop series of target the children. This product
targets children by usage of cartoons and such animated cartoons ads used for
its promotion. The packing is in rich and bright colors to attract the children.
Wall’s introduced its “Paddle pop Galactica” campaign, wherein consumers buy
ice cream and collect and redeem the stick would get free toys for the kids.
Target teenagers: wall’s ice cream’s one of the most popular products is
cornetto cones series. Cornetto cones targets teenagers and university students.
Advertisement and the promotion material for this particular product capture
young people and show cornetto’s link with enjoyment. Wall’s has used famous
personalities for their endorsement among the youth to promote the brand.
Target adults: Wall’s Magnum ice cream is an expensive product. This may be
not appeal to all age of groups people and consumers, Magnum targets adult
and the people who have a taste for strong chocolate and rich ice cream. The
advertisement of this product portrays luxury and class people, therefore the high
price thus targeting adults.
Target families: Wall’s has offered liter ice cream packs and tubs for the families
and for the different in-door occasions. The advertising materials for this
particular product shows family and highlights the importance of families and
quality time with love ones.
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“Target market for the wall’s is not very limited. Its consumer belongs to every
age group and any class”.
Target business market: except for the targeting different types of consumer
wall’s also targeting the business market, which includes different general stores,
shopping malls, tuck shops, petrol pumps, super marts and similarly from food
and restaurants to five star hotels. It is placing wall’s freezers at every above
described place to make wall’s ice cream available where ever the customers
require it.
Wall’s has introduces new “ultra freezer cabinet” for the retail shops to ensure
that the wall’s products are stay in perfect condition right up to the time of buying
in spite of power break downs. One of wall’s ice cream channels i.e. out of home
made a contract with PSL. Similarly it has made contracts with food chains likes
as “Pizza Hut, McDonalds and KFC, these food places are using wall’s ice cream
in all kind of wall’s ice cream desserts.
Targeted products:
For kids
For youngsters or Teenagers For Adults
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4.3 Value proposition
Wall’s ice cream decides that how they will serve to their customers, how they
will differentiate and position themselves in the marketplace? Thus, wall’s
promise to deliver the different set of benefits and value to the customers to
satisfy their needs. Wall’s serve customers by delivering its products at doorstep
of the consumers and customers. Wall’s ice cream also has to meet up the
inspirational value proposition for its ice cream in smaller towns, which is again
very tricky.
Wall’s has also brought the attracting slogan for its ice cream
“Ice cream makes you happy”
This is famous slogan also gives the healthy sign to its consumers.
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4.4 Positioning
In marketing positioning has come to mean the process by which marketers try to
create an image or an identity in the mind of their target market for its product
brand or organization. It is the relative competitive comparison of their product
occupies in a given market as perceive by the target market.
Positioning strategies: wall’s is positioning its products as an international
brand which has very best quality. It has maintained the taste worldwide; it has
the same formula of its products worldwide. Wall’s has successfully positioned its
products at the top of their customer’s mind due to which loyalty status of their
customers is very high and they never wants to switch to any other brand.
Below are the strategies adopted by wall’s ice cream to position its product to the
best,
It is totally germ proof.
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It has less air ratio contents that is why it takes more time to melt.
It is positioning in relation to a product or class attribute.
It is positioning by price and quality
It is positioning in relation to target market
How wall’s is positioning itself in the mind of customers?
Wall’s has come up with few features which is providing to its customers thus
positioning its brand at the top level of brain. The features which wall’s are
providing to the customers:
Quality: The Heart-brand logo is common worldwide and has come to
be identical with quality treats. Wall’s is providing its customer the best
quality product and it is maintaining its quality since 1965.
Loyalty: This Heart Brand shows its urge of making its customers loyal
by providing them high quality product in order to meet their quality
demands etc. Wall’s has never cheated its customer by providing them
the product which is low in quality, poor n taste and which its customer
deny to taste or buy thus maintaining high level of loyalty.
Taste: This brand has promised its customers to provide them a wide
range of flavors in order to boost their taste and favorites.
Fun & Pleasure: The big red heart logo puts a smile on your face by
providing healthier products with a growing range of innovative tastes.
Where wall’s position itself in the world and in the Pakistan?
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Worldwide ranking of wall’s: Wall’s products are sold in the more than 40
countries all around the world.
“Wall’s is ranked as on the number of 24 in Newsweek’s list of Asia’s top brand”.
Wall’s ranking in the Pakistan: As wall’s one of those ice cream companies
which is the best capturing and targeting the market as well as the consumers. It
has segmented the market in the most appropriate approach. It has the highest
spending and highest earnings in Pakistan.
Where does the brand lie?
In order to see in which stage wall’s lying, so please have a look at the product
life cycle diagram.
Wall’s product life cycle diagram
Brand ambassadors: The brand ambassadors are those personalities who work
in the ads of specific brands. There are lots of brand ambassadors of wall’s.
wall’s spends a lot on their brand ambassadors for capturing them in the
advertisements.
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Famous brand ambassadors of wall’s ice cream
Ali Azmat
Amrita rao
Jal band
Dafi ( Malaysian singer )
Gita Gutawa.
4.5 Slogans
Wall’s ice cream makes their slogans by findings the unique features of its
products to position themselves. Slogan creates positive image in the customer’s
mind and awareness of product. Wall’s slogans are matched with their product
quality & services. Some wall’s ice cream slogans are as under.
Just one Cornetto,
give it to me,
delicious ice-cream, of Italy,
vanilla and choco dream,
Give me a Cornetto, from Wall's ice cream
Stop me and buy one
All Hearts All Wall’s.
All Family All Wall’s
4.6 Unique selling proposition
Competitive advantage of wall’s is brand name of wall’s ice cream. Wall’s has
built a brand name that means quality products, happiness and services. They
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make and sell their product according to the place, regional values and norms.
They always follow the customer’s need, want and demand, to make their
product more effective and reliable in the customer’s mind. Wall’s ice cream
through quality and their doorstep services always maximize its market share
that is why wall’s product is unique in all around the world in ice cream area.
Wall’s has succeeded in projecting a quality image and with hand held ice cream
that do not melts and drip soon as you tear off the cup rapper. Wall’s ice cream
claims that they are also providing convenience to the consumers. This eating
convenience is what ice cream manufacturers are so keen to providing. Wall’s
commonly held view point is that their ice cream should be accessible to
consumers everywhere, so to ensure this wall’s is using 3 channels.
Push carts
Deep freezers
Ice cream parlors
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Wall’s has psychological advantage on its competitors of innovating new
products which are not only very carefully through out but also very effectively
developed. All the other competitors explicitly accept that edge of wall’s and have
no hesitation to confess that their most of products are based on me too
approach, instead of venturing the new prospect they like to follow wall’s
innovations. This makes wall’s an unchallenged market leadership whose
products are of the international quality and are backed by wall’s experience in
ice cream marketing which needs no intro.
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Wall's branded ice cream freezer - Maxi vision III LED. Sell ice cream on impulse
with an eye catching freezer.
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4.7 Buying behavior of customers
There are certain buying habits of customers, so according to the buying
behavior of customers, there are 4 types of buying decision behavior are as
under.
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Complex buying behavior
Dissonance – reducing buying behavior
Habitual buying behavior
Variety seeking buying behavior
Consumers of wall’s are different in buying the ice cream. Customers follow the
variety seeking buying behavior in buying the ice creams, when buying ice
creams they may hold some beliefs, choose a brand without much evaluation
then evaluate type of ice cream during consumption but next time she/he may
pick another type of ice cream of boredom or simply try something different. Ice
cream switching occurs for the sake of taste rather than cause of dissatisfaction.
This is the situation characterized by low involvement but perceived ice cream
differences.
Wall’s has made a good reputation of its products and services towards their
customers. However, as customers attitude of buying is variety seeking behavior.
There are many competitors who are also differentiating their ice creams and
services to attract customers. Therefore, by this, customers need some changes
according to their tastes and those brands, which are giving more offers with ice
creams.
Those customers who have beliefs on the wall’s are loyal with them. They are not
switching their brand and only trying different ice creams some time. However,
who are not loyal with the wall’s, they will change according to their tastes.
5 COMPETITORS
5.1 Omore ice cream
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Omore ice cream has recently launched in Karachi and it is a famous ice cream
brand of Pakistan, hometown from Lahore by Engro foods Ltd. Engro food is
manufacturing this ice cream brand in the Lahore and as well as in Karachi.
Engro food is multipurpose national manufacturing company. It was established
in 2004 and is mainly involved in the FMCGs manufacturing and marketing of
various industrial products and consumer products such as dairy products, fruit
juices, rice/agriculture and ice cream produce.
Omore is a brand of Engro foods which is the subsidiary of Engro Corporation
limited. Engro Corporation’s portfolio consists of 7 businesses, which includes
chemical fertilizers and PVC resin a bulk liquid chemical terminal – industrial
automation, Foods, power generations and commodity trades.
Omore has been very well established since 2009. Omore has fully automatic ice
cream manufacturing plant and has a production capacity of producing more than
4.5 million liters of ice cream per year. Omore is marketed in the major cities of
province Punjab. Omore ice cream has initially launched to limited cities across
the pakistan like Islamabad, Multan, Lahore, Sahiwal and now in Karachi. Now a
days Omore ice cream is considered to be the favorite in hometown Lahore.
Omore produces a variety of flavors including Chocolate, vanilla, mango,
strawberry, orange, kulfi, caramel and many more. Omore is one of the brand in
Pakistan that is manufacturing in pure dairy ice cream. After approx 2 years of its
launch, Karachi has finally tasted Omore.
Engro corp history: Engro Corporation is the leading Pakistani business
corporation with stakes in the fertilizers, food, power generation, petrochemicals,
and automation and terminal storage industries. Containing had undergone an 6employee led buy out in 1992 it has expended phenomenal in past 2 decades.
As a holding company its subsidiaries include as under.
Engro fertilizers Ltd6http://en.wikipedia.org/wiki/Engro_Corporationhttp://www.engro.com/our-company/our-history/from-esso-to-engro/
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Engro foods Ltd
Avanceon Ltd
Engro power generation Ltd
Engro polymers & chemicals Ltd
Engro vopak Ltd
That was 1957 when in the search for Oil by pak Stanvac, an Esso/Mobil joint
venture guide to discovery of the Mari Gas field near the place Daharki Pakistan.
Esso proposed the establishment of urea plant in such area which led to fertilizer
plant agreementigned in 1964. In subsequent year, Esso Pakistan Fertilizer
Company Ltd was incorporated with the 75% of shares owned by Esso and 25%
shares by general public.
The construction of a urea plant initiated at Daharki place in 1966 and production
began in 1968. At us $43 million with an annual production capacity of 17, 3,000
tones, it was the single largest foreign investment by a multinational corporation
in Pakistan at the time of Esso to Exxon Ltd. In 1978, it was decided that to
change the name of organization from “Esso Pakistan Fertilizer company Ltd
to Exxon Chemical Pakistan Ltd”.
In 1991, Exxon decided that to divest its fertilizer business on the global basis.
The employees of Exxon chemical Pakistan Ltd, in partnership with leading
international and local financial institutions brought out the Exxon’s 75% equity.
That was the time and perhaps still is the most thriving employee buy out in the
corporate history of Pakistan. Renamed as Engro chemical Pakistan Ltd, the
company has gone from might to might, reflected in its consistent financial
performance, growth of the core fertilizers business and diversification into other
businesses.
21st century for engro corporation has thus far proved that to be the most thriving
era in the total life of engro, from then onwards engro has only faced
accomplishment and never looked back , year 2003 was the year of the
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establishment of engro EXIMP, after in 2005 engro has decided to diversify their
business more by venturing in to the food business by establishing Engro Foods
Ltd, which is now experiencing a great success and competing now with the
international brands such as Nestle and wall’s.
In the year 2007 engro Asahi polymer divested its share in joint venture with the
Mitsubishi and the company renamed as engro polymer and chemicals Ltd. In
the year of 2010, keeping in view the immense diversification of engro chemical
Pakistan Ltd, it was decided to change the name of company as engro
corporation as the holding company.
Omore ice cream introduces 2 new flavors iin 1.5 liter family pack. These are
strawberry and mango flavors, but these are typical ice cream flavors which we
always use to have, so what is the new in such flavors? Well Omore ice cream
has put some fruit chunks in it to give a better taste and fruit experience to its
consumer in ice cream. So this try seems to be a nice and innovative step in the
field of sweet stuff.
Flavors of Omore ice cream
Chocolate
Chocolate Chip
Coffee
Cookies and Cream
Mango
Strawberry
Tutti Fruiti
Vanilla
Banana
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Ice Lollies
Orange
4Ps of Omore ice cream
Product: Product variety a wide range of dairy ice cream and frozen desserts.
Quality – premium ice cream rich in the calcium which is fresh every time
Design – includes ice pop, choc bars, dairy ice cream and pop sickle.
Features – made from fresh milk and cream and high in the nutrations.
Product name – froze ice pops, nutty/caramel cones,
strawberry/mango/vanilla affair, kulfi, lick a flavor, froze cups.
Packaging – high quality and eye catching packaging. Packaging color
ranges from Red, blue, yellow, orange and green. Packaging is colorful in
order to attract kids and adults.
Sizes – sizes include 1liter, 2liter and half liter for the diary ice cream.
Chock bars and soft serve ice creams are of different sizes.
Service – satisfying the dessert needs of population in best possible
approach and delivering quality every time to the consumer.
Returns – only in condition when ice cream is expired and melted.
Price: list of prices varies from the different ice creams. Depending upon
Cups = 20 Rs
Cones = 30 Rs
Ice pop = 10 Rs
Soft serve = 10 – 50 Rs
1 Liter tub = 150 Rs
2 liter tub = 275 Rs
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Price of its competitor “Wall’s” is more or less same and price of liter pack is less
than the “Wall’s” which is the advantage of Omore. Omore offers a 16% margin
to retailers and shop keepers which is slightly below than the Wall’s, who offers a
margin of 20% to its retailers and shop keepers. Omore is new in the market and
doesn’t have the same relationship with the retailers as wall’s has.
Place:
Channels - sells directly to the end users through rretailers and shop
keepers. That is the trend in Pakistan followed by most FMCGs firms.
Coverage - Omore for the time being is only available in limited areas in
Punjab and not available throughout the Pakistan. Company started off its
operation in Punjab because it has the largest population in province.
Transport – ice cream are transported to retailers and shop keepers
through private logistic firms e.g. Abu dawood logistics and also through a
few trucks owned by the company. This is done because to remove the
transportation and vehicle costs.
Locations – available at large/medium sized and small bakers, grocery
stores and pharmacies in Punjab. Sell Omore products directly to doorstep
of consumers using pushing cart/cycles. This strategy has been in
practiced for many years and is being used by wall’s and Hico ice cream.
Promotion:
Advertising – vehicle advertising, outdoor billboards, point of sale display
and television ads. Advertisements are usually colorful evocative to their
ice cream packaging. When Omore ice cream was initially launched they
adopted a rather unique way of advertising. Flyers were thrown in
different housing communities using airplanes.
Message – linked ice cream with joy and happiness so their tagline is “Art
of happiness”. Linked with the consumers and got review of different ice
creams using various medium social communities’ e.g., face book and
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twitter. Linked their ice cream with other engro food brands like Olpers
and Olwell. That strategy promoted their other brands as well, which are
also relatively new in the market.
SWOT Analysis – Engro Foods (Omore Ice cream)
Strengths: Omore is a brand of engro foods which is a well renowned FMCG
organization in Pakistan.
Engro is also a world renowned organization working iin the fertilizers, It
and chemical business.
Omore is made froom fresh milk and cream as compared to wall’s which
contained fat.
Total sales of 14,9,00 million Rs, which shows positive response and
customer satisfaction.
Engro food does a lot of research before and after launching their
products in the market and they did so with Omore ice cream as well. This
resulted in their ice cream being a huge success.
Omore has the only plant in Pakistan that is using bactofuge technology
to eliminate bacteria’s and make sure proper hygiene.
Providing better ice cream and that too at a lower price than their
competitors.
7Weaknesses: Omore is a new brand in ice cream market and people in rural
areas and other ad joint areas of Pakistan does not have much idea that this
brand is exists.
Mostly Omore advertisements have stirred controversy e.g. omore recent
advertisement of nutty choc bar does not go along with our cultural and
religious values.
7http://en.wikipedia.org/wiki/Hico_Ice_Creamhttp://wn.com/Hico_Ice_Cream
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Engro foods only have few products in their range as we compared to
Nestle and Unilever.
Although Omore have a good range of ice cream flavors, they are no
match for wall’s who have a huge range of falvors.
No rigorous publicity of their products as compared to wall’s e.g. wall’s has
a huge campaigns when they launched new products.
Opportunities: there are so many opportunities in the ice cream market as there
are only a few major players like wall’s and Igloo.
Omore ice cream can always come with the new flavors and new
packaging and attract new consumers.
Omore ice cream should not limited themselves to departmental stores
and groceries. They can open specific Omore ice cream parlors where
people could enjoy only brand.
Omore introduce diet ice cream in Pakistan for the people who are
diabetes patients especially above 50 of age.
Threats: Wall’s, Igloo and hico have been in the ice cream market for a long
time. It may take some time before get to know the brand.
New brands have been entered in the ice cream market such as gourmet
plus private ice cream parlors, “melees, hot spot, gelato affairs and
yummy ice cream” as well.
Ice cream is perishable item plus the load shedding and electricity
problems now a days cause problems and damage the products.
Milk price has increased drastically in the country now a day so it can
affects on their products prices.
Marketing research: Omore ice cream received an over whelming response
when they have introduced their ice cream in Pakistan’s market. In a few years
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omore cemented themselves as one of the leaders in the ice cream industry in
Pakistan, thus making Omore a household name. omore ice cream are intending
to launch diet ice cream first time in Pakistan history but before they go further
they wanted to know a market research of whether peoples are willing to accept
diet ice cream or not, how successful will it be in the market and who peoples will
it consumed i.e. patients, peoples on diet etc.
5.2 Hico ice cream Pakistan
Hico was the first ice cream company in Pakistan which was established in early
50s. It is contrived by Pakistan Fruit Juice Co. (Pvt.) Ltd. As a brief introduction,
Pakistan Fruit Juice Co. (Pvt.) Ltd. is family-owned concern. It was documented
in 1952 and is mainly involved in the manufacturing and marketing of various
business and consumer products including beverages, fruit juices, ice cream,
industrial gases and Rice/agriculture produce.
The brand Hico has been well established since 1958. Hico has a fully automatic
ice cream manufacturing facility, and has a production capacity capable of
producing more than 4.5 million liters of dairy ice cream a year. It is marketed in
major cities of Punjab. Hico Ice Cream has expanded to several cities across
Pakistan such as Karachi, Rawalpindi, Islamabad, Multan, Faisalabad, as well as
many more. Today, the Hico brand is considered to be the most favorite in its
hometown Lahore as well as in Capital Islamabad and Rawalpindi.
Hico Ice Cream is one of the few brands in Pakistan which manufacture 100%
pure dairy ice cream. This makes for a healthier alternative. Hico Ice Cream
produces a variety of flavors including chocolate, vanilla, mango, strawberry,
pineapple, apple, and orange. It is also responsible for the production of several
other more premium flavors, such as tutti fruity. Perhaps its most respected
flavors is praline, a flavor the company is known throughout its hometown Lahore
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for. The company's strong but small distribution and marketing network
guarantees consumer satisfaction and brand loyalty. Though Hico Ice Cream has
a small sales network, Hico's ice cream flawless quality challenges big names
like Walls or Omore which have a stronger sales network and more publicity.
Once someone tastes the quality of Hico ice cream, he/she becomes a loyal fan.
Hico Ice Cream Profile: Hico which stands for Happy Ice-cream Company has
its base of operations in Lahore. Hico was established in 1965. It is a division of
Pakistan fruit juice Company private limited. RC and Flora juice are other
divisions of the same company. Hico has its only ice-cream plant in Lahore and
from here they distribute ice-cream to others cites of Pakistan. Initially Hico did
not make sales through retail stores and bakeries. People use to come at factory
and buy ice-cream. In 1990 Hico introduced the push cart system to target the
different areas of Lahore including school, colleges and colonies to increase its
reach. In 1995 Hico started home delivery on orders but did not continue it for
long as it was not a feasible option if they wanted to target the mass market.
They subsequently changed there distribution channel and started to sell ice-
cream through retail stores and bakeries. In 1997 they established proper
marketing and sales department to improve its business. They also expanded
there business with the entry in to markets of Karachi, Peshawar and Rawalpindi.
Hico is a medium sized business, with limited resources as compared to its major
competitor Walls. Hico did not expand its business as large as its competitor
because they have a philosophy of internal growth with there own profits.
Consumer Positioning Hico Ice Cream: Hico ice-cream is an established
brand but its positioning in the minds of consumers is very weak. According to
the survey results consumers take Hico ice-creams as a second choice and, in
many cases, will not like to make repeat purchase. Moreover, Hico is not readily
available in all major retail stores. Hence Hico also has distribution problems.
Other than the consumer sector Hico has a strong institutional buyer base. They
include; Avari Hotels, Gym Khana and Heera 36. Marketing is critical to its
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success in consumer sector and future profitability. Hico is also strong in family
take away packs. Hico buckets and other family packs are a prime choice among
families.
The basic market needs are high quality, innovative tastes and easy availability.
Hico will only meet these demands with an appropriate marketing plan, execution
and control.
Target Market: The question of target market is pivotal for any organization’s
success. Organizations take special care while identifying and defining their
target markets. On one end the target markets can provide new horizons and on
the other hand a wrong selection can play havoc with company’s resources and
image.
Earlier the management of Hico Company did not define their target market
properly and there was no segmentation of customers. Customers use to come
to factory and buy the ice-cream. Hico has some what established its marketing
department now and they segment there target market.
GEOGRAPHIC
At the start the only market Hico served was Lahore. After the year 1997 they
expanded there business and entered in other cities as well including Karachi,
Rawalpindi, Faisalabad and Peshawar. Hico covers Punjab Cities more strongly
because they are closer to its Lahore factory. Hico has near 20% share of Lahore
ice-cream market.
DEMOGRAPHIC
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Hico has ice-cream for nearly all demographic segments. They have Ice Lollies
and Creamy Pops for kids. For teenagers they are offering Mega New Bar, Mega
Cone and Cups. For the families they have all there flavors in family take away
packs.
Behavioral segment: Hico is the only company which is offering the Diet ice-
cream for those people who have diabetes problem or are diet conscious. It is a
large untapped market segment which Hico is serving.
Swot Analysis
Strengths: The key strength of Hico ice-creams is its heritage. According to
companies management institutional buyers and general consumers use to
queue outside the factory and get there ice-cream. Even today Hico has very
good reputation among the bulk quantity buyers and supplier to the business
buyers like Gym khana, Avari Hotel, Heera 36, Freddie’s café and Pearl
Continental. Hico enjoys high customer loyalty among these buyers.
Just like Hico has a strong presence at business buyers sector, it is also strong in
family take away pack segment. 2, 5 and 10 litter packs are a first choice when
ever families want to buy ice-cream for parties or other occasions.
There are people who suffer from obesity, have diabetic problem or are health
conscious. Hico offers there diet line for these people. It is strength of Hico ice-
cream that it serves a market segment which is not yet served by its competitors.
Another of key strengths is Hico’s product with unique flavors like paraline and
Oreo cookies. Not only that they are unique flavors, Hico also takes advantage of
using co-branding strategy with a very well know brand Oreo. Last but not least,
unlike its major competitor Walls, it has dairy ice-creams. All Hico Ice-creams are
made of milk and butter.
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Weaknesses: The primary weakness of Hico ice-creams is its not so strong
marketing. This in turn leads to no proper positioning in the minds of consumers.
Because of no proper positioning brand equity of Hico is very low. Hico has
another disadvantage that its major rival, Walls ice-cream, is a multinational
company and uses its international experience and R&D to come with very high
quality products and popular tastes. Using there resources they can conduct all
the techniques necessary for conducting proper marketing. Techniques like
Market research and test marketing requires large resources. As Hico do not
match Walls resources, it can not conduct R&D up to the extent of walls ice-
cream and has not yet used the techniques of market research and test
marketing.
Hico has a very week distribution network. Our consumer survey suggests that
Hico ice-creams are at times out of stock even at major retail stores. There
trolleys are also not as much present as walls trolleys are. Hico does not raise
finances throw public offering of stock hence have to rely on growth internally
through there own profits. This is a weakness as its competitor, Walls, have a
large availability of finances through public offering of its stock.
Hico products are slightly expensive then the competition and our informal
consumer interview revealed that Hico has unattractive packaging as well.
Furthermore, Hico is primarily serving Lahore market and has very limited
availability in Karachi, Islamabad and other major cities of Pakistan.
Opportunities: There are opportunities in the market which can work in Hico ice-
cream’s favor. Ice-cream eating culture has already been developed. It has
become a favorite dessert for many people. For Hico ice-creams there is large
untapped market to grow its business
There is a reputation about ice-cream in the minds of consumers that it can
cause severe throat aches if taken in winter. A recent campaign from Walls ice-
cream has addressed this concern. Now ice-cream is taken regardless of
season. This campaign from walls has presented opportunity to the ice-cream
industry. It can now achieve high sales figures even in the winter.
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Threats: The major threats that Hico is facing is the introduction of new products
and flavors from Walls. Walls have introduced the new Cornetto with sauces and
new limited edition Magnum bar. These new flavors have received wide
appreciation and Hico is not yet offering these flavors. There is also a threat of
new entrant in the market, Nestle Moven pick. Like Walls, Nestle is also a
multinational company and its resources easily match or beat Walls. If Nestle
enters in Pakistani market, it will further side line Hico ice-creams.
6 RESEARCH FINDINGS
6.1 Questionnaires & Analysis
The samples of the answerers have chosen for the study consisted of those
customers who had eaten ice cream in the past 3 months. The respondents were
mainly of the age of 18 and above residing in the city areas of Karachi and
Lahore belong to sec A – E.
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Karachi
Consumers 100
1. Do you eat ice-cream?
This test question for the sample of the study. Since this survey pertains to the
ice-cream customers only, hence those who do not consume ice-cream will be
inappropriate to the research.
Yes No
Consumers 75 25
2. Do you buy ice-cream in bulk packs?
The subsequent question was to drill downward additional to the core answerers
i.e. customer of in-home packs.
Yes No
Consumers 68 32
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Consumers
32%
68%
Yes
No
Identifying the marketing challenges faced by Unilever in Walls ice cream
The graphical image on top of shows that two third of the sample bought ice-
cream in bulk packs. This proves that the sample chosen for the investigate
study was right and which then leads to the rest of the opinion poll.
3. How frequently do you consume ice-cream?
This thought at the back ask this problem is to conclude the use pattern of ice-
cream by sample irrespective of the brand.
Weekly Monthly Quarterly Others
Consumers 50 34 12 4
Consumers
50%
34%
12%4%
Weekly
Monthly
Quarterly
Others
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The diagram on top of display show that main portion of our sample eat ice-
cream weekly and monthly. Some even eat at a usual basis. This shows that
there is a high liking towards ice-cream than it is towards local confections.
The next three questions were to recognize the flavor preferences amongst
customers. Obtainable to the purpose of the study, it is significant to understand
not just the brand first choice, but also the taste for the reason that there is also a
huge chunk of unbranded ice-cream customers.
4. Name your 3 much loved ice-cream flavors?
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Mango, Vanilla and Pista are the usual flavors; though occurrence for a broad
variety of flavors exists. Kulfi is a habitual format that still holds significant value.
5. What other brands can you believe of that make happy your need for an
ice-cream?
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While Walls’ and Cornetto are most important but there is gap in usage and
responsiveness.
6. Who decides what flavor to obtain?
Yourself Siblings Spouse Children
Consumers 74 10 14 8
Consumers
70%
9%
13%
8%Yourself
Siblings
Spouse
Children
The diagram shows that the majority of the answerers in our sample are the sole
choice makers in buying ice-cream flavors. They create purchases according to
their likings. 70% answerers create purchase decision themselves and they are
the major customers. Kids are the powerful force for elders in purchasing ice-
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cream where in addition kids themselves are very loving of buying ice-cream for
their siblings.
7. In what pack-size do you generally buy ice-cream?
Answerers answer will decide the size of the packs they generally buy when
consuming ice-cream. This may be different in those seasons when there is high
demand for ice-cream.
More than half of our answerers typically purchase 1 Liter packs or 1½ Liter
packs. This shows that they acquisition ice-cream regularly, also satisfying the
result obtained in preceding consumptions related to their purchase pattern. Only
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1/2
Liter 1 Liter
1 1/2
Liter 2 Liter
Consumers 14 60 28 4
Consumers
13%
57%
26%
4%1/2 Liter
1 Liter
1 1/2 Liter
2 Liter
Identifying the marketing challenges faced by Unilever in Walls ice cream
a couple of answerers buy 2 Liter packs of ice-cream and that too for the whole
month with their journal grocery.
8. If you’re looking for a 1 liter pack, what price range do you believe?
The thought at the back of this question is to conclude what price range the
customer is looking for when deciding to buy 1 Liter pack because Walls focuses
more on the liter packs and accumulates the most sales for them. This will find
out if the price set by Walls satisfies the customer or not.
Rs. 100 –
150
Rs. 150 -
200
Rs. 200 -
250
Rs. 250 -
Above
Consumers 36 50 8 6
Consumers
36%
50%
8%6% Rs. 100 - 150
Rs. 150 - 200
Rs. 200 - 250
Rs. 250 - Above
The answerers shows that half of the customers are pleased with the price range
set by Walls but the further half is still demanding quality ice-cream at lesser
price.
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9. Do you have a preference choosing your ice cream from a:
Point of Sale
Display
Make up your mind
from before
Consumers 57 43
Consumers
57%
43%
Point of Sale Display Make up your mind from before
This shows that a lesser percentage of answerers knew what they want from
before and are brand loyal. The impact of Point of sale promotions attracts more
customers so it’s not just about the brand and the offering but also appropriate
marketing & visibility.
10.What factors do you take into thought when purchasing ice-cream? (Please rank accordingly as 1 being last preferred, 4 being neutral and 7 being most preferred.)
Least ------------------Preference----------------- Most 1 2 3 4 5 6 7Price 8 6 8 32 18 12 16Quality of Ice-cream
0 2 0 0 8 10 80
Offering 12 4 14 40 10 14 6Packaging 10 4 12 34 14 18 8Brand Name 2 6 8 24 18 18 24
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0
10
20
30
40
50
60
70
80
90
Price Quality of Ice-cream
Offering Packaging Brand Name
1 2 3 4 5 6 7
This shows that the ice-cream excellence is the most significant factor that the
customers consider before purchasing ice-cream. You can also see that brand
name is relative important followed by pricing, offering and packaging at the
same reflection set.
On the other hand it is imperative to realize that quality is irrespective to the rest
of the factors i.e. an inferior priced brand with a comparatively poor quality may
be apparent as a good quality. So Wall’s have to describe its price according to
the excellence they are offering.
11.What do you look for in an ice-cream?
Milk-based Hard
Soft
scoopingIntrusions Multi-flavors
Consumers 21 10 42 12 15
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Consumers
21%
10%
42%
12%
15%
Milk-based
Hard
Soft scooping
Intrusions
Multi-f lavours
Identifying the marketing challenges faced by Unilever in Walls ice cream
In terms of what qualities are mainly important in an ice cream, the two key
characters are that it supposed to be milk based, and customers usually prefer
soft ice cream. Looking at the Wall’s current in-home range, Wall’s medley lacks
both these qualities i.e. most of their brands are not milk based, or for soft
scooping.
12.What kind of promotions appeal to you as a consumer?
Buy 1 get 1
free
Discount
offers
Extra
Offerings
Tie- in promotions
with other
products
Consumers 42 26 44 6
Consumers
36%
22%
37%
5%
Buy 1 get 1 freeDiscount offersExtra OfferingsTie- in promotions w ith other products
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The above chart obviously shows that customers have a preference more
amount for what they’re paying. They are requiring more value for money.
13.Which type of promotional advertisements catch your eye?
Billboards TVCPosters in
outlet storesRadio Newspaper/Magazine
Consumers 35 55 15 2 8
Consumers
30%
48%
13%
2%
7%
Billboards TVC Posters in outlet stores Radio New spaper/Magazine
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A well shaped message aired on TV would be a right choice. To cool down the
consumer’s recall start of summer is the right time to go on air. Customers are
paying attention towards TV commercials and Wall’s is all ears more towards it
and rightly in line with its products.
14.Please rank the characteristics of Walls ice-cream according to your
preference:(1 being least preferred and 5 being most preferred)
Least --------------------Preference-----------------Most
1 2 3 4 5
Taste 2 8 4 26 60
Flavors 0 2 26 30 42
Product Range 6 16 26 30 22
Packaging 10 26 24 24 16
Price 6 12 26 38 18
Purchasing
Convenience6 10 14 20 50
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Characteristics of Walls
0
10
20
30
40
50
60
70
Taste Flavours Product Range Packaging Price PurchasingConvenience
1 2 3 4 5
As we know that ice-cream excellence is very significant to customers, Wall’s is
addressing well to this which is obvious in the chart above as the scores show.
More than half of the IC customers regard taste as the prime feature for its
purchase.
15.Are you fond of trying new varieties in Walls product range?
Yes No
Consumers 78 22
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Consumers
78%
22%
Yes
No
16.How happy are you with the product range of Walls?
High-----------------------------Extent---------------------Low
1 2 3 4 5
Consumers 16 54 20 10 0
Consumers
16%
54%
20%
10% 0%
1 2 3 4 5
Customers are not pleased with the current Wall’s offerings and hope to see
more innovation. though Wall’s is constantly imminent up with innovations, but
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what we they need to look into is that are they addressing to the consumers’
needs or is there an issue with their promotion.
17.What improvements would you like to formulate in Walls ice-cream?
More new
flavours
Healthier
Ice-cream
Lower
pricing
Improvements in
the quality of ice –
cream
Others
Consumers 35 30 40 18 10
Consumers
26%
23%29%
14%
8%
More newflavours
Healthier Ice-cream
Low er pricing
Improvementsin the qualityof ice -cream
Others
Wall's has maintained their manufactured goods quality over the years, as a
greater part of the answerers claimed that they had no issue by means of Wall's
quality. though, from the subsequent questions, what Wall's lacks is coming up
with innovations in line with consumers' preferences and needs, and a cheaper
variety to fight against the many comparatively smaller players that are mostly
only popular for the reason that of their pricing which is reasonably priced to the
masses.
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7. CONCLUSION AND RECOMMEDATIONS
7.1 Conclusion
Ice cream brings enjoyment and delight to millions of people all around the world.
However, consumers are many and varied and some demand low priced
products while others are ready to pay a premium for quality and innovation
which has lead to sporadic growth of ice cream manufacturers.
The industry is extensive, though highly fragmented, as large number of players
in this industry are small sized companies or individuals and are largely
concentrated in the unorganized segment.
Over and above Ice Cream is functionally defined as
A product that has a very good combination of all its ingredients (mainly
milk, sugar, cream). The key attribute is that it is cold hence refreshes a
lot.
A product that will definitely uplift one’s image since the product is unique
and special.
The housewives however are more keen in describing its nutritional value
coming from the main ingredient “Milk”
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The emotional definition of ice- cream is
A product that highly responds on the values of excitement, engagement,
entertainment, happiness and pleasure
Ice cream is treated very differently from other conventional desserts mainly
because of the product nature (light, good taste, convenient, cold) and certain
image values (uplifted social image/profile, excitement)
Wall’s has been the market leader in Pakistan ever since it was launched, with
acquiring ‘Polka’ which was, then, the market leader. Throughout the years, no
major players have entered the market, until last year when a bakery in Lahore,
by the name Gourmet, launched their own ice cream range focusing mainly on
the in-home market. Coming in with very low priced offerings, and cashing in on
the nutritional aspect since it’s dairy based, Gourmet grew drastically and took a
lot of share from Wall’s in Lahore.
Since Lahore is the major contributor in Ice Cream consumption (being almost
twice of Karachi) Wall’s started losing share on a National level.
With Engro in the pipeline, and expected to launch this year, Wall’s faces a lot of
challenges for even maintaining their market share. This study helps us
understand the consumption habits of Ice Cream consumers, aligned with
consumer expectations and preferences with respect to ice cream, in order to
identify the issues and opportunities that Wall’s should consider.
From this study, along with an understanding from my initial interview with the
Consumer & Market insights manager at Unilever, it is quite evident that the
major share loss for Wall’s is coming from the in-home range. Wall’s is not
growing at par with market, hence lost 6% points market share from 80% to 74%
(in 2008). Tubs and Carton contributed 3% points each to its loss, mainly in
Lahore. Igloo and Hico were able to grow almost at par with market, hence
maintained their market shares.
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7.2 Recommendations
From the above data it has been analyzed that sales are not a concern for Wall’s
rather its market share which is being eroded due to local competitors. This is
because consumers are requiring more value for money & innovations in the ice-
cream products. Following are a number of recommendations that may help
Wall’s to keep hold of their market share.
They should launch a special low priced range, just for Lahore, to compete
against gourmet.
They should come up with special promotions like offering more quantity for
the same prices e.g. buy 2 get 1 free offer.
Better innovations, more aligned with the consumer's expectations.
They should re-look at their innovation pipeline, and carry out extensive
consumer understanding studies to first understand their consumer better.
Once they know what their consumers want, then plan out innovations to
meet their consumer's requirements.
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REFERENCES
1 – Product Information Sources:
Mr. Imran-Ur-Rehman (Assistant Manager) Wall’s ice cream
Mr. Kamran (Territory Manager) Wall’s ice cream
Mr. Mujtaba (Territory Manager) Wall’s ice cream
Mr. Syed Hasan Maqsood (Assistant Manager) Supply chain management
Unilever Pakistan
2 – Internet Sources:
Hilarious Competitive Advertising by Omore and how Walls can react By; Hiba Moeen - February 24, 2011
http://officialpakinfo.wordpress.com/2010/07/07/competition-in-ice-cream-world-of-pakistan-walls-igloo-or-omore/
Omore & wall”s and the start of the ice cream wars by Umair Kazi – February 28,011 http://officialpakinfo.wordpress.com/2010/07/07/competition-in-ice-cream-world-of-pakistan-walls-igloo-or-omore/
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Wall's ice cream monopoly proves hard to melt away By Nigel Cope, City Editor - 22 August 2001 http://www.independent.co.uk/news/business/analysis-and-features/walls-ice-cream-monopoly-proves-hard-to-melt-away-666507.html
http://www.corgi.co.uk/shop/135/morris-ld-van--walls-sausages-
dg201013/?from_categories=sale
http://www.cgvhs.org/history/archive/14-optimists-in-a-desert-
paradise.html
http://en.wikipedia.org/wiki/Wall's_(company)
http://en.wikipedia.org/wiki/Engro_Corporation
http://en.wikipedia.org/wiki/Hico_Ice_Cream
http://www.independent.co.uk/news/business/analysis-and-features/walls-
ice-cream-monopoly-proves-hard-to-melt-away-666507.htm
http://www.icmrindia.org/courseware/International Business &
International Marketing/Segment-Target-Position.htm
http://www.marketingmaniacs.net/2011/02/hilarious-competitive-
advertising-by.html
http://www.unilever.com.my/brands/foodbrands/walls.aspx
http://unilever.com/innovation/innovationinunilever/
Overviewofresearchanddevelopmentinunilever/
http://www.unilever.com.my/brands/foodbrands/walls.asp
http://wn.com/Wall's_sausages
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http://wiki.answers.com/Q/
The_vision_and_mission_statement_of_unilever_pakistan
http://wn.com/Hico_Ice_Cream
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