MARKETING RESEARCH REPORT OF WALLS ICE CREAM

Table of contentsTopics:Page No.Company profile 4History company 4History of the product 5Mission 6Vision 6Formulating strategies 7-8Market analysisPestl 9-10Walls polka acquisition 11 Current marketing situation 12-15Organizational data 15-18Performance data Condensed financial informationObjectives 20Segmentation 18-21Target market 22Marketing mix strategies 22-37Porter 5 forces 38-39Competitors analysis 39-42SWOT analysis 42-44Conclusion 45

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

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

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

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

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

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

Inward Records The organization keeps an inward record for data with respect to reality and figures for more than 10 years. These inward records are essential while settling on a choice. Key changes in the course of the most recent ten years and their subsequent effect on the execution of the firm helps roll out new key improvements. Deals figures for a particular season amid the last a few years help conjecture deals for the following period. An alternate advantage of inside records is that they can be gotten to rapidly and their expense is low when contrasted with different wellsprings of gathering data. Promoting Intelligence The ordinary data about the advancement in the promoting environment is called advertising insights. This may incorporate data about the regular part of business, concerning current piece of the pie, contenders procedure or some new law been ordered. There are numerous a sources we see at Walls that are utilized to gather data. Aside from the inward records that stay informed regarding the past, new data is gathered through organization's own staff, i.e. officials, item chiefs and general workers. For this an open-entryway approach is emulated at Walls to guarantee convenient entry of any related data. This helps gather data as well as helps keep representative assurance high. Testing Testing is there when supervisors make determination about extensive gathering of customers by taking a gander at a little extent of aggregate buyer populace. At Walls inspecting is carried out through deals power. Every day data originating from deals body is utilized to draft or to reach determination about changing purchaser taste. This is carried out by assessing the every day execution of each one brand as sold by the business power. Input is for the most part given to sales representatives who think of thoughts regarding the evolving inclination. Right data is then administered to the data focus from where it goes to the particular individual. Promoting Research Promoting examination at Walls is extremely sorted out. They have a research office which conduct research at whatever point they dispatch another item. Their r & d department dissect the showcasing conditions for them. Aside from this exploration which is directed when another item is going to dispatch, examination to get data about the general changes in patterns, financial conditions, and so on time-to-time examination is likewise accomplish through these think-tanks. An alternate critical issue is the convenient entry of this data. Since the ceaseless changes in the earth may prompt a decrease, auspicious and exact data in regards to these progressions is imperative.

MARKET ANALYSIS:PESTEL ANALYSISPolitical there is always political instability in Pakistan so we will try to follow such rules and regulations and laws that even if there is a political change in the country no one can comment on our strategy and demand a change in our business. But we found that in the recent past the Dharna of imran khan gave much profit to the walls carts. Their profits were in thousands in each days.Economical According to the government the inflation rate is controlled and purchasing power is also stable. Which shows that there is no effect on the sales of walls products. The taxes are increased by the government last year budget which forced the companies to increase the prices of products and not to compromise on margins because every company stay in industry to make profits.Social: increasing globalization has increased the influence of western culture in pakistan. The life style of pakistani people is changing rapidly people are more conscious about their health. To meet the demand of rapidly increasing population, we are trying maintain our quality standard through tqm (total quality management) so that people live happy and healthy life. Magnum shows the class positioned as classy icecream. Where cornatto is positioned as for youngster.rainbow, panda ete are for the kids. Cornetto campaign for finding cornetto girl.

Technological: technology in pakistan has not yet been so advanced but now a days awareness about technology is increasing very fast and walls from the very first day trying its best to use updated technology to produce quality goods. New production plants for producing the hygienic products in which milk stralization plant also included. Then they are the first who introduced refrigerated trucks for the distribution of their icecreams to keep it chilled.

Legal:Increase in terrorism nowadays frightened the people of Pakistan due to which they decrease their outgoing activities. The icecream parlors do not have that traffic which were in the last years.this situation arised from the recent Zarb e Azab operation in which reaction the terrorists became active. In kpk the situation is even more worst. the markets were having very low traffic from past some months which have an effect on walls sales.The law and order situation is very unpredictable nowadays in Pakistan. for which the army and government have taken many bold steps and search operation are even expended to many cities of Pakistan. Walls polka ACQUASITION:Before Wall's introduce in Pakistan, Polka was the market leader but it had to face competition with Yummy, and Rocco soon after. Polka dominated the local market between 1980 - 1990s. These were the only three ice cream companies in Pakistan during that period. Polka had almost 80 - 85% share of the market, the rest was shared by Yummy and Rocco. Due to their heavy investment and sponsorship Polka was the name that came into one's mind when one though about ice cream. But that was in the 80s, then came Wall's in 1995 and that was it the turning point for Polka's Sales. Wall's had a very different strategy than polka, they projected themselves as very strong company, plus they had a very strong marketing Plan, Which removed Polka out of the Market in to no time. Hence today we see Wall's SPD's on the streets of Pakistan selling all the variants of ice cream.In 1994 Lever Brothers Pakistan tried to acquire Polka Ice Cream for Rs 600 million. Polka refused the bid, demanding instead Rs. 1 billion. One year after the launch of Wall's Ice Cream by Lever Brothers in 1995, Polka approached Wall's with an offer to merge the two companies.In 1998 Polka merged into Walls both combined with one and other. After the merging they are working together for last 7 years. On Polka packaging there is a brand mark of Walls ice cream.Walls has a 28% share in the ice cream market; 25% of which comes from the take home range and 64% of the impulse range the highest in the entire industry.

CURRENT MARKET SITUATION:Presently omore has also captured the market, due to the result of its changed recipe and stronger marketing strategy. But now adays they are away from the market so walls is the leading company only in Pakistan.THE ONLY ICECREAM KNOWN WORLD WIDE:Its the only ice cream that is known by the people world wide because its positioning is done such wisely that they had made it need of the consumers. Every brand is linked with every age and situation usage imagery. CORNETTO:Cornetto is positioned as the icecream of love birds. Different campaigns are done with this brand for example seeking cornetto girl and the fresh campaign is cornetto secret love service generating new love songs for their beloved.Even the drama has been made on the campaigns of icecreams.MAGNUM:Magnum is positioned as a classy ice cream with a heavy taste of chocolate which is another a brand itself in walls.CARTE DOR:Like magnum due to high prices everyone cant enjoy its taste. Rich people can afford it because they are les price conscious and prefer quality. SLike these many of their other products are been introduce as brand and are for family occasions and events gathering. Having ice creams having fun.Unileveris the world's biggestice creammanufacturer.Except from Starbucks Ice Creamand Ben & Jerry's, all of its ice cream business is done under the "Heart brand" brand umbrella which is present in more than 40 countries worldwide.Although the logo is common worldwide, each country retained the local brand so as to keep the familiarity.

Algida- Greece, Italy, Poland, Russia Eskimo- Austria Frigo- Spain Frisko- Denmark GB Glace- Sweden, Finland Good Humor- U.S.A. HB- Ireland Kibon- Brazil Kwality Wall's- India Langnese- Germany Lusso- Switzerland Miko- France Ol- Netherlands, South Africa Streets- Australia, New Zealand To Rico- Venezuela Wall's- UK, Indonesia, Pakistan

ORGANIZATIONAL DATAPERFORMANCE DATA:Condensed Financial Information

First Quarter Ended

March 31, 2014 March 31, 2013(Rupees in thousands)

Sales 1,951,390 1,743,216

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

Gross Profit 819,277 733,608

Less : Distribution, Admin & Other

Operating Expenses (405,087) (363,445)

Add: Other operating Incomes 14,125 10,360

Profit from Operations 428,315 380,523

Less: Finance Cost (4,888) (1,355)

Profit before Taxation 423,427 379,168

We see an increasing trend continuously in sales and profits.Objectives of wall'sThe objective of wall's as under: -To defend current mkt. ShareSale growth.Customer satisfaction. continue product modification and improvement effort to increase customer benefit and reduce cost. expand production capacity in advance of increasing demand to avoid stakeout. develop a multiple line extension offering targeted to the need of several users segment in the market. meet and beat lower prices or heavier promotional efforts by competitors. increase satisfaction, loyalty, and repurchase among current customers by building on existing strengths apple to late adopters with same attribute and same benefit offered to early adopters.

SEGMENTATION

Walls market Segmentation, Targeting and Product Positioning Process

Product PositioningEach target segment Marketing programming each Target segment Market targeted (A, E, F) Segments (A, B, C, D, E, F) The market

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

Walls have divided market into these segments: -1. Demographic segmentation.2. Geographically segmentation.3. Psychographic segmentation.4. Behavior to word Product.

The wall's segmented the entire market into such segments, which are differentiable through:-

DEMOGRAPHIC SEGMENTATION:

Age: kids, teenage, 20 to40 years and above.

Gender: Both male and female.

Income: RS 15,000 to RS 35,000.

Occupation: Professional, Technical and Students, businessmanSocial Class: Middle and high Class Walls introduce the brands for the younger as well as the children's. Wall's targeted both high as well as low-income gourds. In simple word we can say that wall's introduce of all income and all age groups.GEOGRAPHIC SEGMENTATIONRegion South Asian Region Pakistan, .

Density Urban, rulers

Climate Both Northern & Southern region of Pakistan.

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

POSITIONING THE PRODUCTAfter realizing the need, potential in market and rapidly increasing growth and market share of the product. The company launches a WALL ice cream and expands its product line. Company tries to position it as an economical, qualities, and variety of features. Which can be easily sell at any times anywhere in the country. Company existing position in the market also helps to position it successfully in Pakistan economy.

MARKETING MIX STRATEGIESFOUR Ps OF WALLs1.ProductA product consists of any good or service that can be offered to the market to satisfy a need or want . In case of Walls, the products are the ice creams produced by the company. Applying the three levels of product in case of Walls Core Product: Ice creams, as desert after meals. Actual Product: The high quality level, different tastes, and shapes of the Ice creams, packaging and the heart shape icon. Augmented Product: Walls provides taste and hygiene as well as nutritional ingredients. Ice creams may generally be categorized as Convenience Products, products which consumers buy frequently, immediately and with minimum of comparison and buying effort. Although in case of the Pakistani ice cream market, consumers do give preferences to certain brands and compare quality from one brand to another, yet we would still consider ice cream to be convenience products, as they require minimum search effort and little planning. They are widely available and within the category of convenience products, they come under Impulse Products. Applying the concept of Product Quality, it is essential for Walls to pursue Strategic Quality, gaining an edge over the competitors by consistently monitoring consumers changing needs and wants and delivering better quality and satisfaction through improved products. Product Design may also be considered in case of Walls. Walls should alter the style of a few of its product lines in order to attract more attention.

Brand NameA name, term, sign, symbol, design, or a combination of these intended to identify the goods or services of a one seller or group of sellers and to differentiate them from those of competitors.The brand name of product is "Wall's" which can be easily vocalized.Brand MarkBrand mark is a part of brand that appears in the form of a symbol, design, or distinctive coloring or lettering. It is recognized by sight but may not be expressed when a person pronounces the brand name. The management of Wall's uses blue color for name, Red, yellow and white background, which is very attractive. 2. Pricing Introduction:"Price" is one of the most important "P" of the marketing Mix. Pricing is important because it is a reward to the company and must be in hand to complete the other three "P" of the marketing Mix. The pricing of the goods and services performs a key strategic role in many firms because of the deregulation intense global competition, slow growth in many markets and the opportunities for firms to strengthen market position. Pricing decision is very important because the survival of a company in the market depends upon Pricing decision. Pricing strategy depends on pricing objectives.Pricing ObjectivesCompanies use their price strategies to achieve one or many of the several objectives. They may price for results (sales, market share, and profit) for market penetration or positioning. Pricing objectives may be,Sales volumeProfitMarket growthPricing objective of Wall's are market growth, sales volume and also making profit. To achieve these objectives Wall's often add new features in the product and also decrease its price.

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

Skimming PricingMarket skimming involves setting a price that is high in the range of expected prices. This strategy is particularly suitable for new product because in the early stages of a product life cycle, price is less important and competition is minimum. Product user is from high-income group and they are financially strong and they are not price conscious. Profit margin is high. We can not set this strategy for a long period of time because after some time competitor arrives in the market and competition among them start. Penetration Pricing Establish distribution centers all the cities where the Ice-cream to be supplied, these distribution centers will have a storing facility i-e a large freezer room for storing the ice-cream, the temperature maintained in the freezer room will be -50 degrees Centigrade. These distribution centres will be responsible for the flow of product. They will take orders from a market, fill them and provide on time delivery to the retailers. These distribution channels will be run by the whole salers, they will required to keep a certain level of inventory to fill the customers orders promptly, completely and accurately. Each city will have one distribution centre that will cover the whole city.As set earlier that ice cream is a very delicate food and should never be allowed to rise above -18 C for super market products. Scoop ice-cream should be stored and transported at -18 C, but may be dispensed by retailer at -15 C. ice-cream is stored at colder temperatures than most other frozen food and needs extra special care. When ice cream is allowed to rise above these temperatures then this is called "Temperature Abuse". This will lead to "Heat Shock", where large ice crystals form and the product starts to shrink. These defects can never be reversed. So it becomes a very important to transport ice cream in truck with heavy-duty freezers. 3. PlacementWall's introduced first time in history of Pakistan door to door service facilities. That is Spot Point Dealer (SPDs), these are the mobile sellers. That is great achievement of Wall's Ice Cream. Tricycle provides door to door services that is way Wall's is easily available in every where city, town, street, market etc. In tricycle the soft music continuously singing a bell which is the identification of Wall's. Through this Wall's also make sales promotion and people often made impulse buying which increases sales. Walls also wants to get its ice creams available on the shelves of the millions of retailers all over the country and in turn in the hands of the consumers. So it uses distributors who can cater to the size of Walls and its consumer base. These distributors make the ice creams made by Walls available to the final consumers. Here Walls uses Indirect Marketing Channels, that is it has intermediaries (distributors) between the company itself and the retailers who in turn provide their products to the final consumers. In actual there are 400 distributors other than SPDs. These distributors break up the large consumer base into regions and territories that they cover. They have also started home delivery of their products which facilitates consumer more on day to day need and on events specialy.4. Promotion IntroductionThe marketing mix activities of a product planning, pricing, and distribution are performed mainly within the organization or between the organization and its marketing "partners". However, with promotional activities, the firm communicates directly with potential customers. Promotion is the element in an organization's marketing mix that serves to inform, persuade, and remind the market of the organization and its products. There are two main distribution strategies which are Pull strategy Push strategy Walls have very effectively used both of there strategies and its distribution plan has elements of both of them.Push Strategy : Features of push strategy include incentives like free deep freezers, discounts on bulk purchases and eligibility for schemes such as free camera tickets based on specific columns of ice creams sole. Pull Strategy :Pull strategy is supported by advertising campaign that reminds and persuades customers to buy ice cream. This is facilitated by price off which are frequently offered by the company.Promotional budget :One of the hardest marketing decisions facing a company is how much to spend on promotion. How des a company decide on its promotion budget: WALLs ice-cream uses Objective-and-Task Method to set its budget for promotional activities. This budgeting method entails(1) defining specific promotion objectives(2) determining the tasks needed to achieve these objectives(3) estimating the cost of performing these tasks. The sum of these costs is the proposed promotion budget. Walls determine its specific tasks to achieve its objectives which are defined by the companys management, to achieve these objectives WALLs estimates the costs of different tasks, which are to be done to promote its products.Promotional Methods The promotional mix is the combination of personal selling, advertising, sales promotion, publicity, and public relations that helps an organization to achieves its marketing objectives. Personal Selling Personal selling is the presentation of a product to a prospective customer by a representative of the selling organization. Across all business, more money is spending on personal selling then on any other form of promotion. Its example is "SPDs" which is introduced by Wall's. Advertising Advertising is the promotion of product or services through wide variety of messages transmitted through different media. Sales PromotionSales promotion is designed to supplement advertising and coordinate personal selling. Include in sales promotion are such activities as contests for sales people and consumer, trade shows, in store displays, samples, premiums, and coupons.There is a difference between advertising and sales promotion, "advertising" describes messages carried in media owned and controlled primarily by people other than the advertiser, and media controlled by the company itself carries "sales promotion" messages. Wall's Promotional Method for the first time they have introduced ice cream parlor of their product where people can have an ice cream of their choice. In this they have targeted the upper class and through which they are getting more fame in the society. Public Relations For strengthening itself in relationship markets WALLS is not only going for customer satisfaction but also stressing upon building strong public relations. 1. Customers Price discounts Quantity discounts 2. Distributors Shares 50% of the distributors expenses Off season discounts: 5% 3. Retailers Free freezers to retailers Investment on each retailer: Rs. 22,000 Free freezers maintenance 4. Street Vendors Free Treks To strengthen its relationship with the various public and customers WALLs sponsors an Art exhibition.Favorite Brand of Ice-CreamOver half the respondents claimed that Walls product was their favorite brand of ice-cream (adults: 56%, children: 59%). (Not unsurprisingly, this correlates with respondents most recent purchases (for respondents stating that their most recent ice-cream purchase was a Walls variety 80% adults and 86% children claimed a Walls product was their favorite.Magnum takes the top spot again with around a fifth of adults and children (19%) claiming it as their Favorite.Around half of the respondents (adults: 52%, children: 49%) agree that the price of their favorite brand varies across the different outlets they usually buy from, supporting the wide range of prices actually recorded by brand.

5. PackagingMultiple packagingSmall packs: Sticks Cones CupsTake home packs: liter pack 1 liter packs TubsBulk packs: 10 liter packsThe activities of designing and producing the container or wrapper for a product. Packaging serves several safety and utilitarian purpose. It may be a part of a company's marketing program and it is help full to identifying product among the competitor. Today, however, the marketing significance of packaging is fully recognized, and packaging is truly a major competitive force in the struggle for markets. As walls is a perishable consumer product so it is carefully packed, so that it can protect the product in its way to the consumer, provide protection after the product is purchased, help in acceptance of the product from middleman and help persuade consumer to by the product. Packaging of wall's also containing information about the product. Labeling Labeling is another product feature that requires managerial attention. A label is a part of a product that identifies the product, describes several things about the product who made it where it was made, when it was made, its contents, how is to be used and how to use it safely. A label may be a part of a package, or it may be a tag attached directly to the product. Obviously there is a close relationship among labeling, packaging and branding. Finally, the label might promote the product thought attractive graphic. Descriptive label is used for Wall's as it contains ingredients, nutritional contents and flavor of the ice cream.Design and ColourOne way to satisfy customers and gain a competitive advantage is through skillful product design. In fact, a distinctive design may be the only feature that significantly differentiates a product. Many firms feel that there is considerable glamour and general promotional appeal in product design and designer's name. In the field of business products, engineering design has long been recognizing as extremely important. Today, there is a realization of the marketing value of appearance design as well. Color often is the determining factor in the consumer acceptance or rejection of a product.Wall's is using very attractive design and beautiful colors for the customer attraction. All the wrappers provide some ideas about the flavor, taste, quality and freshness of the product.

Porters Five Forces ModelAnalysis Within the Industry:Competition is very intense due to low differentiation. omore , yummy, hicco and other Local competitorsThreat of new Entrants:High in the industryLiberalization and globalization policies made it easier for foreign player to enter the Indian market.Threat of Substitute:Threat of substitute is very high for ice creams in pakistan due to its culture of traditional sweets and desserts.Some of the substitutes are e.g. Traditional sweetsHome made desserts like Halwa and KheerKulfi or FaludasBargaining Power of Buyer:Pretty highAvailability of existing substitute productsBuyer Price sensitivityBargaining power of Suppliers: Bargaining power of suppliers is pretty low as manufacturer can easily switch to a different supplier at low cost.

Competetors Analysis

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

YUMMY:At currently is operating in Punjab NWFP and AZAD Kashmir region. Its segmenting is done on the basis of the taste and health conscious consumer. Yummy targeted its market by creating an image of high quality and hygienic products. Yummy was for anyone, anywhere and at anytime. Sale contribution is Rs 3000,000 per day average in summer season.Strengths: Yummy Ice Cream is available in natural taste.No preserving chemicals that affect the health.Its a frozen dessert.It is a time saving product. Skilled and trustworthy workers are working in the company.Good growth of market.Weaknesses:Some weaknesses of Yummy Ice Cream are given below. The company has fewer resources as compared to competitors. It has not strong brand image. It has not any distribution channels. They have less market share as compared to competitors. They have fewer budgets as compared to competitors. They have less technical resources.

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

Competitor Success Competitor Strategy Competitor Objective

Competitor Strength & Weaknesses Competitor future behavior SWOT ANALYSIS OF WALL'SSwot analysis enables the marketer or the business manager to exactly locate

1. What strengths or strong points his product has and on which he can capitalize and earn more market share.2. What weakness or weak points are they in his product or in the external environment, which he could avoid and on which he should work on and try to improve.3. Which kinds of opportunities are there available for him, so that he could cash on those opportunities?4. And most importantly the threats that are faced by the company or the product in the external environment in shape of the competitors and other factors.

The fact that there are number of competitors in the market of ice cream and there is going to be a lot of competition between the different products, analysing the external environment becomes even more important. Following this scenario where there is competition right from direct competition to generic competition, Swot analysis becomes a key to success. A complete analysis of the external environment is as follows.STRENGTH Financially Strong. Wide distribution, due to establish distribution channels. High Quality Good image in the mind of Customer. Aggressive Promotion scheme's. More new flavors and brands Attractive linkages with consumers Connecting it to consumers life Consumers loyalty

WEAKNESSES Pure milk is not used in ice cream

OPPORTUNITIES Gap in market for diet ice cream, which Wall's can cover because they are more, establish than other's. Walls proves itself to be quality oriented product and maintain good taste and standard, than it would be able to create a strong position in all (Pakistan) for a long period of time. They can introduce flavors of flowers too. Medicate ice creams for diabetic or any other consumers

THREATS Omore is the biggest competitor in the market ,rapidly increase in their Market share is a big threat for Wall's. Also yummy is their having enough shares of market.

CONCLUSION:Ice creams are liked by every age customers. The quality they maintained had lead to loyalty of their customers. I think walls is the only brand which is spread world wide and is known mostly in Asia countries and is liked by Asian people. Omore was a huge competitor in the market in the last few years. but now adays it is totally vanished from the market as well as from the media. It have given walls a really tough time.The distributor should always take care of trucks and keep them properly maintained. Smaller trucks are used for deliveries within the city and big one for the transportation of ice cream from production plant to the distributors.Walls can do much more better works and can extend their flavors more from fruits to flowers and vegetables. They have the ability to take bold steps in future. 1