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MARKETING MANAGEMENT 1 A STUDY OF BRAND

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Page 1: Report on WALL'S

MARKETING MANAGEMENT

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A STUDY OF BRAND

Page 2: Report on WALL'S

EXECUITIVE SUMMARY

The following project represents the report on the coco cola. This

project includes

Brand’s over view

4 P’S of brand

The analysis of internal and external environment.

Strategic analysis of the market and the position of the

brand in the market.

Walls Products in Pakistan

The objectives set by the brand with respect to the different

products.

Distributional strategy of wall’s.

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Page 3: Report on WALL'S

HISTORY OF WALLS- A UNILEVER HEART BRAND

UNILVER IS THE WORLD LARGEST MANUFECTURER

Unilever is the world's biggest ice cream manufacturer; with an annual turnover of €5 billion. Wall's is the brand name of Unilever's Heart brand ice cream business, used originally in the United Kingdom.

LAUNCH OF HEART BRAND

Though Unilever has been selling ice cream globally for years, the Heart brand was launched in 1999 (and slightly modified in 2002) as an effort to increase international brand awareness and promote cross-border synergies in manufacturing and marketing.

HEART BRAND IN PAKISTAN

In Pakistan the Heart brand is called Wall’s and it is one of the most active players in the market and is striving to offer lighter, healthier products as well as providing old favorites, hence catering to a variety of diverse tastes.

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Page 4: Report on WALL'S

MISSION STATEMENT

“TO PROVIDE BEST QUALITY AND CAPTURE MARKET LEADERSHIP”.

WALLS have enlightened its mission statement in different manners for their consumers. Have a look at some of them:

“The Wall’s brand stands for a good time. From affordable treats to premium indulgence, to hanging out with friends and sharing precious family moments; Wall’s adds to the simple pleasures in daily life.”

“Wall’s ice creams wrapped with fun, laughter and good times.”

“Adding vitality to life- responsible about good nutrition”

“Taste good, feel good and get more out of life.”

VISION OF WALLS

“WHEN YOU MEAN ICE-CREAM YOU MEAN WALLS.”

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Page 5: Report on WALL'S

Taste the fun side of life

Mention ice cream and most people think of the Heart brand. The brand with the big red heart logo is behind many much-loved ice cream classics – from indulgent treats like Magnum and Cornetto.

Making you happy

Few foods are guaranteed to put a smile on people's faces like ice cream and wall is one of those.

OBJECTIVE OF WALLS:

To maximize profit: WALLS is capturing its market for the last 15 years and thus earning the highest profit with respect to its competitors. Its profit is increasing every year and thus gaining loyalty of its customers.

To capture greater market share: WALLS acquire about 68% of total market share of Pakistan.

To stay as market leader: Wall’s is the largest player in the Pakistan ice cream market. It is acting as a market leader and thus earning highest revenue in market.

To earn goodwill and good reputation for the company: WALLS is providing its customer the best quality product in a wide range of taste, flavor and thus getting pleasure and thus maintaining their loyalty status.

MARKETING STRATEGIES

”Marketing strategies is the marketing logic by which the company hopes to create this customer value and achieve these profitable relationships.”

Marketing strategies for achieving the objective of company

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Page 6: Report on WALL'S

• The company is investing a large amount in every deserving factor of marketing mix and different segments because walls is financially very sound and thus getting more market share at high percentage.

• They have managed their budgets well and have developed a system of monitoring the budget allocation against actual figures.

• Wall’s is selling its product at competitive prices which is the biggest marketing strategy to play in market.

Other marketing strategies

Walls is enhancing its Product features to differentiate the product from that of competitors

Distribution becomes more intensive and incentives may be offered to encourage preference over competing products.

Doing aggressive Promotion which emphasizes product differentiation

Wall’s is also redesigning its packaging of products to attract current and new consumers to the brand and ensure further standout in the freezer.

The brilliant new TV advertising is making a huge impact and will soon put Wall’s Soft Scoop at the front of consumer’s minds whilst increasing loyalty and driving sales

This is one of the first times that picture messaging is being used in a business to business promotion.

As strategic alliances are booming across almost all industries and services, Walls have also adapted this way of marketing.

1)Product or services alliance

One company licenses another to produce its product, or two companies jointly market their complementary products or a new product. Like Walls have permitted different hotels and

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Page 7: Report on WALL'S

local ice cream parlors to produce new products. McDonald’s use Walls ice cream for a new products like Oreo, Choc frenzy, and MnMs.

2)Promotional alliances

One company agrees to carry a promotion for another company’s product or service. Like Walls promoted the concert of Jal-the band in year 2008, and Jal promoted Walls cornetto by a video song.

Wall's overwhelming success is a result of its efficient marketing strategies.

These include manufacturing a wide variety of products to meet all different types of customers, a lifestyles, an ability to maintain product quality, and placing a special emphasis on its business alliances and relationships.

 Wall's has maintained its leadership with the help of some very strategic and timely campaigns.

CONSUMER SEGMENTATION

What is segmentation?

“Dividing the market into different segments”

There are four bases for segmentation.

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Page 8: Report on WALL'S

Geographic segmentation:

World region AsiaCountry region PakistanCity Karachi, Hyderabad, Multan, Lahore,

Gujarat.Density Urban areasClimate All but less in winter.

Psychographic segmentation

Social class Available for upper (elite) class, lower uppers and upper middles.

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segmentation

geographic

demographic

psychographic

behavioral

Page 9: Report on WALL'S

Life style Not specificPersonality Not specific

Behavioral segmentation

Occasion Regular as well as special occasions

Benefits QualityUser status Potential users, ex-users, first

time user and non userLoyalty status MediumReadiness status aware, informed, interested,

desirous, intending to buy Attitude towards product Positive and enthusiastic

Wall’s has embarked on several engagements to spread the message of fun, excitement, love and friendship. Who can forget the love sparked from our popular reality show – Cornetto, Love Perhaps?

Demographic segmentation :

Age Above 5 and below 65Gender Focus on bothFamily size Not specificOccupation Not specificIncome Rs. 5000 and aboveEducation Not specificReligion Not specificNationality Not specific

Segmentation based on lower sugar content and extra nutrition:

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Page 10: Report on WALL'S

Ice cream can be part of a healthy balanced diet. Heart

brand is developing products that are lower in fat, sugar-

free, lactose-free, as well as low-carbohydrates options

and those with more nutritional 'goodies' like calcium and

fruit. Diabetics can consume TD without worrying about

their sugar levels. Based on this choice of customers, the

consumer market firstly was divided into two major

sectors, the diabetics and non-diabetics.

Non diabeticDiabetic

TARGET MARKET

Targeting is how marketer is capturing the different segment of market.

Walls is targeting two kinds of market:

1. Consumer market2. Business market

How walls is targeting different segments of consumer market

Wall’s has targeted a wide variety of consumer with its wide array of ice creams.

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Page 11: Report on WALL'S

Targeting children:

Paddle pop series of walls target children. This product targets children by the usage of cartoons and different contests used for its promotion. The packaging is in rich and bright colors to attract children. Wall's introduced its "Paddle Pop Galactica" campaign, wherein consumers who buy ice-cream and collect and redeem the stick will get free toys

Targeting teenagers:

One of the most popular products of walls is cornetto cone series.

This product targets teenagers and university students. The advertising and the promotion material for this particular product capture young generation and show cornetto’s link with enjoyment. Wall’s has used popular personalities among the youth to promote the brand among them.

Targeting adults:

Magnum is an expensive product of walls. This may not appeal to all age groups and consumer. It targets adults and people who have a taste for strong chocolate and rich cream. The advertisements for this brand portray luxury and class, therefore the high price, thus targeting the adults.

Targeting families:

Walls also offer liter ice cream packs for families. The advertising material for this particular brand shows family

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and highlights the importance of families and quality time with loved ones.

“Target market for WALLS is not limited. Its consumers belong to every age group and class.”

Targeting business market

Except for targeting different types of consumer walls is also targeting business market which include different general stores, shopping malls, tuck shops at petrol pumps, different marts and similarly from food and restaurants to five star hotels. It is placing its freezers at every above mentioned place to makes its ice cream available where ever the customer require it.

They have introduces new "ultra' freezer cabinet for retail shop to ensure that Wall's product stay in perfect condition right up to the time of purchase in spite of power break downs.

One of its ice cream channels i.e. out of home made a contract with PSL. Similarly it has made contracts with food chains like pizza hut, McDonalds and KFC. These food places are using walls ice cream in all kind of their ice cream desserts.

Targeted products:

For kids

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Page 13: Report on WALL'S

For youngsters or teenagers For adults

Marketing Mix Model

Guided by marketing strategy, the company designs an integrated marketing mix made up of factors under its control-product, price, place, and promotion (the 4Ps). To find the best marketing strategy and mix, the company engages in marketing analysis, planning, implementation, and control

Marketing mix model is a mixture of 4 P’S.

Have a look at flow chart:

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Page 14: Report on WALL'S

1. Product

Types

Walls has three types of products

1. Dairy products2. Splash 3. Water ice

Forms

Three forms of walls ice cream are:

1. Impulse ( cones, lollies , cups )2. In home ( liter packs , buckets)3. Bulk pack (supplied in hotels)

Product name Weight in ml

Cornetto 120 mlFeast 80 ml

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quality, features,brand name,sizes, service , product variety.

list price , discounts.

salespromotion, advertising , marketing etc.

logo, colour scheme etc

product price

promotionpackaging

Page 15: Report on WALL'S

Magnum 110 mlTop Ten 65 mlPolka cup large 95 mlPolka cup small 80 mlDonut 65 mlMax cup 80 mlJet sport 65 mlMoo 70 mlPop cone 100 mlPaddle pop 60 mlFamily pack small/large

500 ml/1000 ml

Sundae 500 ml/1000 ml Expert choice

PRODUCT NAME

500ml/1000ml

FLAVORS AVAILABLE CORNETTO Chocolate,

Strawberry FEAST Chocolate, Kulfa

MAGNUM Classico, vanaila etc

TOP TEN Chocolate & Vanilla

POLKA CUP LARGE Mango, Strawberry

POLKA CUP SMALL Vanilla, Kulfi

DONUT Chocolate

STICK Vanilla, Mango

FRUTTI Orange, lemon

MOO Mango, Strawberry.

JET SPOT Orange, pineapple

Family pack small/large

Wide range of flavors

Sundae Chocolate, strawberry, mango, caramel.

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Page 16: Report on WALL'S

2. Price:

PRICING STRATEGY OF WALLS

Walls is following the

“Quality based pricing”

Review of company manager regarding pricing strategy

Company is introducing their products at higher prices than their other competitors. The marketing manager tells the cause of using strategy is that they are providing better quality and standard as compared to other brands. Brand Perception is also a major factor.

Prices of walls ice creams:

Product name Price/ unitCornetto 30/35Feast 30Magnum 45/50Pop cone 15Polka cup large 25

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Page 17: Report on WALL'S

Polka cup small 15Donut 15Max cup 22Jet sport 8Moo 15Paddle pop 15Family pack small/large 55/110Choc bar 10Sundae 135

PRICING OBJECTIVES

To achieve a target return To maximize profit To increase sales volume To maintain and/or increase market share.

4.Packaging

The packagings of the products are according to the nature of the products. The designing of the wrappers shows the

internal flavor Color of the core product. Name of product

Product PackagingMagnum

Moo

Spin

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Page 18: Report on WALL'S

Wrappers and sticks, which they are using, are specially prepared according to hygienic point of view; sticks are imported and cleaned with chemicals to completely destroy the harmful effects on product quality and consumers health.

4. Promotion

Walls spend 3 million/year on its promotion which is 25% of its total budget.

Promotional strategies

Following strategies are used for the promotion of walls:

1. Massive Advertising: Strong and effective advertising is vital

for any products success. We intend to use a strong advertising

campaign which should have a positive impact on the market.

WALLS BELIEVE IN ADVERTISING AS A MAIN TOOL OF INCREASING SALES AND

AWARENESS.

Objective of advertising: The purpose of advertising is to

promote the relationship of walls and joy and happiness and fun.

Since our company has a strong brand name, advertising will helps

in exposure of brand to the customers. It will also induce a desire

for buying the product as in the ads it is shown that people desire

to acquire walls ice cream.

Advertising tools :

Ad message: Through advertising walls convey the message of

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Page 19: Report on WALL'S

happiness, joy, pleasure; children interests and university life. They

induce walls as a part of the good memories of the customers. In

ads they have targeted the children by using animated figures like

lion and pirates. They have used their tagline for paddle pop

product i.e. “paddle pop takes u to the land of adventure”.

Similarly they captured teenagers’ interests by showing the

university life and its enjoyment.

Advertising media:

The choices of media for advertising include electronic and print

media:

Electronic Media: TV, Radio and Website

Walls special tone: A SPECIAL TONE IS INTRODUCED FOR

TRICYCLES AND HAND CARTS. THIS IS ALSO USED AS THEME TONE

FOR ELECTRONIC ADVERTISMENTS.

Print Media: Pole Signs and Bill Boards, news papers, magazines,

holdings, buntings etc

(2)Sales promotion:

The walls company signs contracts with different parties for major

events. It also makes contracts with occasional caterers etc for

providing their ice creams at the events. It also offers discounts

whenever there is a big contract. It also makes contracts with big

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Page 20: Report on WALL'S

stores/outlets to keep their products.

How walls do sales promotion?

Walls spend 1 crore/year on sponsorships.

Walls sponsor different events like walls carnival, life

style and concerts.

Walls organize its stalls in funfairs held in schools,

colleges, university.

Walls make contract with different celebrities for the

surveys of universities.

It played major role in organizing Besant festival in

Bahria University.

Walls has made contracts with worldwide food chains like

pizza hut, McDonalds.

It also deals with hotels like Sarena, Marriot ,PC

bhourban .

It also places it ice cream trolleys in markets at chand

raat.

BRAND AMBASSADOR :

Brand ambassadors are those celebrities who work in the ads of specific brand. There are lots of brand ambassadors of walls. Walls spend a lot on their brand ambassadors for capturing them in their advertisements.

Brand ambassadors of walls are:

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Ali Azmat Amrita rao Jal band Dafi ( Malaysian singer ) Gita Gutawa.

3 . Online marketing :

Animations and small ads of walls are placed on various

websites and added as pop-ups to attract customers.

Also uploaded their ads on you tube.

OTHER PROMOTION TECHNIQUES

They are creating and distributing your own brochures, newsletters, fliers, posters.

Doing 360° advertising all around the country. Give special offers during Ramadan like bye two cartons of

walls get one free. Supply their ice creams products in famous cafes like gelato

affair, hot spot which they used and provide you in the form of shakes.

THUS WALLS HAS AIMED TO BE IN THE SIGHT OF CUSTOMER THROUGH EVERY POSSIBLE MEAN.

Brand positioningIn marketing positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product brand or organization. It is the

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relative competitive comparison their product occupies in a given market as perceive by the target market. “

Positioning strategiesWalls is positioning its products as an international brand which has very best quality. It has maintained its taste worldwide. It has the same formula for its products worldwide

Walls has successfully positioned its products at the top of their customers mind due to which loyalty status of their customer is very high and they never want to switch to any other brand.

Following are strategies adopted by walls to position its product to the best:

It is totally germ proof. 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 it is providing to its customers thus positioning its brand at the top level of brain. See what it is providing to its customer:

Quality : The Heart-brand logo is common worldwide and has come to be synonymous with quality treats. Wall’s is providing its customer the

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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 walls position itself in world and in Pakistan?

* WORLWIDE RANKING OF WALLS:

Wall’s products are sold in more than 40 countries.

“Wall’s is ranked as # 24 in Newsweek’s list of Asia’s top brands.”

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RANKING OF WALLS IN PAKISTAN

In Pakistan ranking # is 1. As walls is one of those ice cream companies which is best capturing and targeting the market as well as consumers. It has segmented the market in the most suitable manner. It has the highest spending and highest earnings.

Where does our brand lie?

In order to see in which stage our brand is lying have a look at product life cycle:

Product Life Cycle Diagram      

SWOT ANALYSIS

STRENGTHS

Renowned world brand Strong group backing. Popular brand market leader in chosen business segment

with diversified product profile. Strong distribution and advertising.

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WALLS

Page 25: Report on WALL'S

Experienced and high regard management team. Use un-hygienic raw material. Manufacture ice creams with low calories, low sugar and

extra calcium. Use cold chains which require millions of investment. Product safety is assured

WEEKNESSES

Broad array of product allows attacks from niche players. Low market penetration in rural areas. High dependence on imports for basic raw materials.

OPPORTUNITIES

Government tough stands on smuggling. High margin ice cream business. High growth, high margin. Expansion – Reaching all segments. Globalization

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Catering to Health Consciousness people. Acquisitions of small players.

THREATS

Rising inflation can reduced margins and demand. Potential depreciation of rupee. Increasing cost of packaging material in international

market. Direct competitors can affect market share.

Marketing environment

Micro environment

COMPANY:

Finance Department Research and Development Department Operational Department Production Department Marketing department Sales departmentAll the department of companies form internal micro environment. Proper functioning of all department matters a lot for the progress of a company and brand. Excellent and poor performances of these departments have a positive and negative impact on brand image.

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Page 27: Report on WALL'S

SUPPLIERS:

It deals mostly with international suppliers. International and local suppliers are

Stick suppliers Sugar suppliers Insulated pack suppliers Other raw material suppliers etc

Suppliers matter a lot for the proper functioning of a company and for the development of a brand and its different product. Timely supply is very vital. As in case of walls whose sale is 24 crore liters/year appropriate and good quality supply is significant.

MARKETING Channels : Resellers , distributors, retailers Physical Distribution Firms Marketing Service Agencies

Marketing channels include communication channel, service channel and distribution channels. The accurate operation of all three of channels is equally important, as the workings of these channels are linked with each other.

CUSTOMERS :

Wall’s is dealing in the following markets:

Consumer Markets Reseller Markets International Markets Governmental market

COMPETITORS:

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Direct competitor Indirect Competitors

Competitors

Competitors are those people or parties who whether when enter the market or exist in the market try to come up to yours standard and try to oppose you or beat you in market.

TYPES

Two types of competitors exist in market

Direct competitor In direct competitor

Direct competitors:

Direct competitors are basically the strong competitors that can affect your market share easily.

Direct competitor of walls

Walls vs. Hico: Hico has beaten the walls in their ice cream buckets. Hico’s ice creams bucket is more in demand than walls one.

Walls vs. Haagen-Dazs

Indirect competitors:

Indirect competitors are the one who newly entered the market and cannot affect your market share all of sudden or may exist in market but can’t beat your brand due to some reasons like poor quality or taste or due to less availability in market.

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Walls vs. yummy Walls vs. scoopers Walls vs. omore

Walls vs. mama

TRADE MARKETING

BRAND MANAGEMENT THROUGH DISTRIBUTION CHANNEL

The distribution channel is basically the procedure of getting the manufactured product till the consumers. Transferring ice cream till the consumers is known as cold chain. It is known as cold chain due to the precisions required for keeping the ice cream under different ideal temperatures when getting it to the consumers. The production of the ice cream is done under -35 degree temperature. While transferring to outlets the ice cream is kept in trucks at -25 degree temperature. In ware houses the ideal temperature is -26 degree and -28 degree in outlets.

Different distribution channels are shown below:

Chairman

24 private distributors all over Pakistan

Out lets Tricycles Out of Home

(General Trade ) (Mobile channel)

Hotels

Restaurants

Cafes

Events

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Page 30: Report on WALL'S

Under the chairman there are twenty four private distributors all over Pakistan who are responsible for supplying the ice cream to the outlets known as the general trade channel, to the tricycles ware house (mobile channel) and to hotels, restaurants, cafes (HoReCa) and to different events (known as Out of Home channel).

The system of how the different regions in Pakistan are covered is in this manner:

Pakistan

Karachi Hyderabad Multan Lahore Gujrat

(Karachi city) (Rest of Sindh (Southern Punjab) (Central Punjab) ( North Regions)

and Balochistan) till Chenab (Peshawar,

Islamabad,

Rwp

Jhelum)

Suggestions and recommendations

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1. They can make a separate ice cream parlor chain like other parlors in Pakistan (YUMMY 36)

2. Company should try to produce raw materials here in Pakistan instead of importing them from abroad to reduce the cost; this will put them in better position to reduce cost and ultimately prices of their products.

3. There are large number of such ice creams which are not available in Pakistan but available in rest of countries like U.K etc. so walls should manufacture those products in order to enhance the variety and taste.

4. Walls should work on creating new ways to promote its product. Like in rest of countries their way of presenting ice creams in trolleys of glass and other equipments like placing their canopies in sitting areas like park is very unique. This should be promoted in Pakistan.

5. Walls need to enhance their packaging especially for scoop ice cream in order to capture high class society.

*For further suggestions and recommendations contact to their manager at their toll free number.

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CONCLUSION:

Wall’s has a very rich history and is renowned brand and has a huge spread over the world. The study in this report tells us about the unique features of walls due to which it is consider as an international brand. It has provided with how walls further improve its position in market. Wall’s has a strong competitive position in the market with rapid growth. It needs to use its internal strengths to develop a market penetration and market development strategy. This includes focus on those products which are not available in Pakistan, and catering to health consciousness of people through introduction of further ice cream flavors. Further company should integrate with other companies, acquisition of potential competitor businesses, innovation in branding and aggressive marketing strategy can bring long term profitability.

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