1.PROJECT OF MARKETING Submitted to: MADAM SHAHZADI SATTAR Submitted by: ABDUL MUNIM 1745 ABDUL WASSAY 1717 SALMAN GUJJAR 1814 MUBASHIR MUSTAFA 1716 SIBT-E-HASSAN 1706 Class: BBA (EVENING) 4TH SEMESTER Section: A, B UNIVERSITY OF EDUCATION MULTAN

2. 1.Company Profile Introduction to Unilever No matter who you are, or where in the world you are, the chances are that our products are a familiar part of your daily routine. Every day, around the world, people reach for Unilever products. History Unilever was formed in 1930 from two companies: Margarine Unie and Lever Brothers It was a full business merger, operating as a single business entity. Two separate legal parent companies have been maintained: Unilever NV (Netherlands) and Unilever PLC (UK). This works through an equalization agreement and other contracts between the two companies In a history that now crosses three centuries, Unilever's success has been influenced by the major events of the day economic boom, depression, world wars, changing consumer lifestyles and advances in technology. And throughout we've created products that help people get more out of life cutting the time spent on household chores, improving nutrition, enabling people to enjoy food and take care of their homes, their clothes and themselves. Unilever today (Diversified Businesses) Our brands are trusted everywhere and, by listening to the people who buy them, we've grown into one of the world's most successful consumer goods 3. companies. In fact, 150 million times a day, someone somewhere chooses a Unilever product. At Unilever we aim to help people in their daily lives. So we keep developing new products, improving tried and tested brands and promoting better, more efficient ways of working. Diversity comes from two of our key strengths: Strong roots in local markets and first-hand knowledge of the local culture. World-class business expertise applied internationally to serve consumers everywhere. Unilever current status People 167000 Employees in unilever Nationalities 22 Nationalities among our top tier managers. Opportunities 53% of our business comes from emerging markets. Countries 180 in which our products are sold. 4. Environment 12years as sector leader of the Dow Jones Sustainability Indexes Introducing Unilever Pakistan Ltd. The company had a turnover of Rs. 23.3 billion (Euro 309 Million) in 2007, and enjoys a leading position in most of its core Home and Personal Care and Foods categories, e.g. Personal Wash, Personal Care, Laundry, Beverages (Tea) and Ice Cream. The company operates through 5 regional offices, 4 wholly owned and 6 third party manufacturing sites across Pakistan. Unilever Pakistan History In the world of consumer products Unilever Pakistan has created an indelible name for itself with brands such as Lifebuoy, Lux, Surf and Walls. Unilever Pakistan Limited needs no introduction By far the largest consumer products company in Pakistan, UPL is a part of the consumer products giant Unilever. The UPL Head Office was shifted to Karachi from the Rahim Yar Khan site in the mid 60's. By this time the once dusty and sleepy village was the hub of activities for UPL. A residential estate situated near the factory is the home of UPL employees at Rahim Yar Khan. 5. Brands Food and Drink: Home Care: 6. Personal care: 7. FACTS ABOUT WALLS Unilever is the world's largest ice cream manufacturer, operating under the Heart brand. Heartbrand products are sold in more than 40 countries worldwide Also sold as Algida in Italy & Turkey, Langnese in Germany, Kibon in Brazil, Streets in Australia and Ola in the Netherlands,China, HongKong, India, Indonesia, Italy, Austria, Greece,Jordan, Leba non, Malaysia,[2] Maldives, Mauritius, Mxico, Pakistan,[3] Poland,Portugal, Brazil, Roma nia, Philippines, Qatar, Saudi Arabia, South Africa, Spain, Singapore, Sri Lanka, Thailand, Turkey, United Arab Emirates and Vietnam. However, in some countries like India, most of Wall's products are not milk based ice cream but rather vegetable fat based frozen desserts We offer over 50 brands under the Walls portfolio Non diversified 8. WALL'S PAKISTAN In 1993 Lever Brothers formulated a team to search for new business potential in Pakistan. The team concluded that there is a lot of potential in ice-cream market in Pakistan and Lever Brother should enter the ice-cream market without any hesitation and so they decided to launch WALLS Ice cream in Pakistan. In February 1995, WALLS launched with twelve products. After the launching of WALLS it gave tremendous services and Polka loosed its market share by a huge extent. At this time Polka tried to sell itself to WALLS but now WALLS had done all the hard work which they initially did not want to do by acquiring Polka, so they were not ready to buy Polka. But Polka spread a rumor that Nestle is coming through Polka which obviously WALLS did not want, so they purchased Polka in 1997. This acquisition made WALLS an unchallenged market Leader and it also emerged as the Impulse brand with new level of excellence in take-home or desert ice cream. WALLS was launched firstly in Lahore and lately in Karachi and Islamabad. In 1996, it was launched in Faisalabad and in 1997 it was launched in Multan, Quetta, Hyderabad, Peshawar and Sukhar as well. The Heart was launched in 1997 to unite Unilever's ice cream businesses and brands, and has grown to become the most- recognized logo in the world of ice cream. In 2003, we announced the next step in building the world's most powerful ice cream brand, re- launching the Heart as symbol of the serious fun of ice cream. WALLS has its 38 plants all over the world. And has a share of 22% of international ice cream market. In Pakistan it is 35-40% of total ice cream market. 9. Walls started its factory on Multan Road (Bhai Pheru) in Lahore. Bringing some of the most loved brands in the world like Cornetto, Magnum, Paddle Pop, Carte Dor and Creamy Delight. Fully equipped with state of the art machinery, the Walls factory is a standard of hygiene and technology in the region and has become synonymous with quality. All Walls products are made with Halal ingredients in a Halal compliant manner. BRANDS The Walls Global brands available in the Pakistani market are: CORNETTO MAGNUM PADDLE POP CARTE DOR CREAMY DELIGHTS LOCAL JEWELS 2. Information pertaining 5ps (2.1) Product PRODUCT MIX Number of Products being produced = 58 Width of walls = 6 Product Line Length: Paddle pop = 12 Local Jewels = 10 10. Cornetto = 7 Magnum = 5 Creamy delights = 16 Carte DOR = 8 Product line Paddle POP Local Jewels Cornetto Depth Vanilla cup Rainbow swirl Jet Sport Jet sport (lemon) Jiggly Jelly (strawberry) Jiggly Jelly (green apple) Mango tango Vanilla stick Fruity Fire Jeli Crystal MOO Fruit Jungle zap Choc bar KK Big slice Donut Badami stick Feast Fruttare (strawberry) Fruttare (mango) KK cup Mango cup Strawberry Cup Butter scotch Pop cone Classico Double chocolate Black & white Fruity YO Flirty berry P.L.L = 12 P.L.L = 10 P.L.L = 7 11. Product line Magnum Creamy delights Carte DOR Depth Classic Truffle Chocolate Brownie Almond Choco Cappuccino .5 ltr (Snack Pack) Mango King Kulfa 1 ltr ( Snack Pack) TuttiFrutti Mango Vanilla Chocolate Strawberry Pista Carmel Crunch King kulfa BUCKETS Badami& strawberry King Kulfa Caramel Crunch & chocolate TUB Local Delights SohanHal wa ShahiBad ami Gajreela Sheer Khurma Western Delights Divine chocolate Coffee Almond Cookies Choco Almond Fudge Caramel Fudge Brownie 12. Vanilla Chocolate Almond crunch Strawberry Tickle P.L.L =5 P.L.L = 16 P.L.L = 8 Target Market Walls wanted to serve the group of all ages who want to fun and share happiness among the people. How Segmentation is done? (WALLs) GEOGRAPHIC WALLS have segmented its market in four sections in Pakistan such as South, which is Karachi to Sadqabadand thenCentral from Sadqabad to Gujranwala and then North from Gujranwala to upside country. DEMOGRAPHIC Demographic variables of WALLS target market are mostly age and income based. WALLS have created many sorts of ice creams to cater all age groups. The most popular ice creams amongst kids are Paddle pop, in teenagers, Cornetto and Magnum commercial packs are popular in families as a whole. WALLS cater both females and males in the society. If we consider the income segmentation, WALLS is targeting upper, middle, and lower middle income levels. 13. 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 The behavioural segmentation is done on three different variables that tend to define a particular behaviour or attitude of a consumer. These are: Occasions regular occasions, special occasions Usage rate thandhai to kyahua!! Benefits quality, presentation, taste (2.2) PRICE Paddle Pop Product name Price Rs: Vanilla cup Rainbow swirl Jet Sport Jet sport (lemon) Jiggly Jelly (strawberry) Jiggly Jelly (green apple) Mango tango Vanilla stick Fruity Fire Jeli Crystal MOO Fruit Jungle zap 20 20 15 15 20 20 10 10 15 15 18 20 14. Local Jewels Produce Name Price Rs: Choc bar KK Big slice Donut Badami stick Feast Fruttare (strawberry) Fruttare (mango) KK cup Mango cup Strawberry Cup 20 30 35 35 40 25 25 40 40 40 Cornetto Product Name Price Rs: Butter scotch Pop cone Classico Double chocolate Black & white Fruity YO Flirty berry 45 35 45 45 45 45 45 45 15. Magnum Product Name Price Rs: Classic Truffle Chocolate Brownie Almond Choco Cappuccino 90 90 90 90 90 Creamy Delights Product Name Price Rs: .5 ltr (Snack Pack) Mango King Kulfa 1 ltr ( Snack Pack) TuttiFrutti Mango Vanilla Chocolate Strawberry Pista Carmel Crunch King kulfa BUCKETS Badami& strawberry King Kulfa Caramel Crunch 110 120 160 160 160 160 160 190 190 190 190 395 395 16. &chocolate TUB Vanilla Chocolate Almond crunch Strawberry Tickle 395 260 260 260 CARTE DOR Product Name Price Rs: Local Delights SohanHalwa ShahiBadami Gajreela Sheer Khurma Western Delights Divine chocolate Coffee Almond Cookies Choco Almond Fudge Caramel Fudge Brownie 350 350 350 350 320 320 320 320 Price Strategies PRICE ON THE BASIS OF INCOME CLASSES: Skimming refers to products that company manufacture for particular class which can afford. Like Magnum and CARTE DOR. Due to high prices everyone cant enjoy this. Rich people can afford it because they are not price conscious and just go for good quality. 17. Penetration refers to those products that are assessable for everyone, having low income. Like Paddle Pop and Local Jewels. These products have a low price thats why their sales are high and occupy maximum market share as compared to skimming products. 1. UPPER CLASS It includes the elite or higher income class who can afford even the most expensive items without much botheration. They consume ice- cream more on the basis of taste and preference rather than money. 2. UPPER-MIDDLE CLASS This class includes people with moderate kind of income. You can neither put them in free hand category nor very less purchasing power category. These people normally take the taste and affordability both into consideration. 3. LOWER-MIDDLE CLASS These are the people with very little income to spend. These people usually prefer the low price and economy than taste and preferences. BASIS OF AGE: 1. ADULTS will mostly prefer the quality product which not only fulfill their taste and preference requirements but also reflects their personality. The adults are normally ready to pay for a product which fulfills their physical and psychological needs because they are the income generators. 2. TEENAGERS dont have any specific taste and preferences. New products and new ideas always attract them. But they have a limited product and they have to maintain their expenditure within that. 3. KIDS normally do not have a great know-how of the taste rather they are psychologically attracted towards the product. They are not concerned with the taste of ice cream and they just want ice cream. As they are dependent and cannot spend money themselves, so their parents mostly just provide them with an economical ice cream, not any specialized ice cream as it is not demanded. 18. (2.3) PLACE One of the competitive advantages of WALLS is its availability, which is ensured by extensive distribution. The distribution of ice cream is different from other products. To keep it in a good form it must be chilled at appropriate temperature. For this purpose deep freezers are used, which are provided by the company. However, the running costs are to be paid by the retailer. For this purpose walls gives a margin of 18% to its retailersdistributors, which is distributed over entire channel. Pakistan is divided in three major sections. These are as follows: 1) North (Islamabad, Peshawar and Northern areas) 2) Central (Lahore and Central Punjab) 3) South (Sindh and Baluchistan) DISTRIBUTION CHANNEL Distribution channel consists of all the people and organizations, which are involved, in the physical distribution of goods. Distribution is making the product available but this availability should ensure that product must be: If there is any deficiency in any of these basic elements of distribution, the future of product would be uncertain. WALLS has a Hybrid Distribution System. It reaches different customers through different systems. WALLS is using two types of distribution channels, both are indirect channels. PRODUCER DISTRIBUTOR RETAILER CONSUMER This is commonly used, in which the WALLS factory send the products to the local distributors who supply the products to the retailer in the required quantity. The retailer then sells it to the customer. The specialty and effectiveness of this system is excellent. 19. The reason for such an excellent distribution system is the distribution policy. During this distribution channel, the standard temperature of the cold chain is maintained. One of the major reasons of early success and clean sweep given by walls is its availability, which is ensured through extensive distribution. There is not even a single city in the country where one cannot find a walls freezer or hear the sweet music of the trike (tricycles), which acts as a direct marketing for it. Thus, WALLS has always tried its best to ensure the availability of the product as close to the customers as possible and WALLS has been very successful in that. DISTRIBUTION STRATEGIES There are two main distribution strategies, which WALLS has very effectively used. 1. in first strategy include incentives like free deep freezers, discounts on bulk purchases. 2. Advertising campaign that reminds and persuades customers to buy ice cream supports 2nd strategy, which is facilitated by price offs, which are frequently offered by the company (2.4)PACKAGING Packaging of ice cream is done by the company itself. Imported material is used for the packaging usually imported from china. Ice Cream sticks are also imported from china. Packaging is done in attractive wrappers usually. Colorful wrappers are used for Paddle pop which is very much popular in children. 20. Buckets are also used for packing family packs such as Creamy delights and Carte DOR. After the initial packaging of the ice cream it is packed in different boxes which are then delivered to the cold storages for the further distribution of the product. (2.5) PROMOTION Our aim is to spark the taste and feeling of summer in everyones day. Life is there to be enjoyed and we are the fun part of vitality. We constantly provide new products and experiences that excite the senses and inspire people of all ages to 'taste the fun side of life---------Promotion Statement. 21. Ice Cream makes you happy its official! Walls carried out scientific research which shows that ice cream actually makes you happy. The study was carried out using FMRI brain scanners, and showed that eating Walls had an immediate effect on the part of the brain that is activated when someone is really enjoying themselves the please areas. So we now have scientific evidence to prove what we all already knew, that ice cream really does make you happy! Consumer promotion Schemes like scratch and win is currently available on creamy delights. Previously they gave bikes by lucky draw. Retailer promotion New freezers are provided by company. The company replace 60% damage stock. Promotional Tools 22. 1. ADVERTISEMENT WALLS is creating awareness about its new products such as supper Cornetto, Carte DOR for this purpose it is using huge signboards on the major square of the cities and more importantly both the print and electronic media for advertisement and for that it is following AIDA model. Awareness The WALLS uses print and electronic media plus the signboards initially just to create awareness and knowledge about its new product as these days it is giving a lot of ads of both of its newly launched productsButter Scotch Cornetto. Interest: As the public gets awareness of the producers of WALLS the next step is to create interest among the target buyers about the product which is again done through advertisement. Desire: The WALLS create curiosity among the customers and transform that curiosity into the desire of the product. WALLS have used all sorts of mediums of mass communication and one to one bases. The mediums used in WALLS promotional activities are: 23. TV Newspapers Stands in shops Shop boards Board Ads 3. ORGANIZATIONAL ANALYSIS PESTEL analysis is used to assess that what environmental factors affecting different organization and which of them are more important and how they affect the organization. Political Factors As far as the Lever Brothers Pakistan Limited concerns according to them that political instability have do affect but not particularly Lever Brothers Pakistan Limited same as it affects any other organization around and specially they are in consumer products business which never make them out of business. 24. Economic Factors Economic factors affect Lever Brothers Pakistan Limited in the same way as it affect any other organization like current economic situation in Pakistan and inflation has reduced consumers disposable income too, which in turn has reduced the purchasing power of consumer but affect is same for every organization and according to them Lever Brothers Pakistan Limited have edge that they have targeted all possible segments through their vast product category i.e. the width and length too. So one way or other they find way to cover it up. Capital Markets In other economic factors like interest rates and inflation has affected the borrowing ability of organization but Lever Brothers Pakistan Limited stayed unaffected as a company having business in billions and when in need of financing no single bank can fulfill the need, they have to make a consortium to finance Lever Brothers Pakistan Limited and with very good credit standing and very low risk definitely they get the lowest or justified interest rate as well. 25. Socio-Cultural Factors In socio-cultural factors, factors like lifestyle changes and level of education affects an organization. In case of change in lifestyle, the world has converted into global town now and people have readily access to every sort of information and they are becoming more quality conscious. Now more concerned towards environmental issues now and demand more social responsibility on the part of organizations now. To cope up with all these factors now Lever Brothers Pakistan Limited which always maintained the quality standards needs to work towards other social factors like social responsibility and environmental concerns like P&G did in its Arial campaign and image of a society responsible organization. Technological Factors In technological factors comes R&D first and foremost that how much an organization spending in terms of product improvement or development of new products or improvement in production process or in the raw material etc. and what is the trend in the industry as Pakistan is not that big and not very much innovation seeking as the other developed countries. Yet they keep on finding new ways of doing things and new things as well they continuously launched variants in brands etc. And moreover in the market like Pakistan in 26. product categories of consumer products rates of obsolescence is not very high rather very slow so no great pressure to launch new products. Environmental Factors Environment always has a major impact on any company's performance. Majority of the Pakistani population is brand conscious and they prefer those products which they have already utilized than the new ones. Unilever has established its brand image in the eyes of the customers, so majority of customers prefer to use its products than going for new ones. Also the products of Unilever are as per the needs of the environment of the country. Like tea is considered to be the most commonly used hot drink in hilly areas of Pakistan as the weather is quite cold in those areas like Swat, Naran, Kaghan, Mardan etc. Legal Factors In case of legal factors, any trade policy or import duties are not affecting particularly Lever Brothers Pakistan Limited. In Pakistan right now following liberalization policy under SAP (SOUTH ASIA PARTNERSHIP) by IMF made which they have to waive off all restrictions and moreover due to huge investment by Lever Brothers Pakistan Limited no government can afford 27. to create hurdles in the way of an organization like Lever Brothers Pakistan Limited. And they dont have to go for only lobbying or what so ever as not action of Pakistan government has affected them adversely as such. SWOT Analysis Strength 1. Massive distribution , availability of ice cream in all the cities of Pakistan 2. Walls a strong brand name, under the umbrella of Unilever. 3. Unbeaten taste, quality. Weakness 1. Brand name has swallowed up the Parent company name. 2. No variation in taste. 3. Buying power is decreasing due to Inflation. Opportunity 1. Tie-up with food chains, restaurants 2. 53%of our business comes from emerging markets. Threats 1. Kulfi in rural markets 28. 2. Local ice creams parlors. 3. Electricity crisis and its high rates. 4. All those products which follow fun marketing are walls competitors. Like Omore, Cadbury, Candy land, Gourmet bakers. BCG Matrix 29. Competitive Analysis Competitive analysis of Walls shows us that it is the leading frozen desert in Pakistan. Walls Competition is not only with the other marketers of Ice cream but also with the brands that arrange some kind of fun activity e.g. Cadbury, bakeries, candy land etc. 51% 24% 13% 7% 5% Walls O'more Hico yummy others 30. Green Environment Walls believe in the concept of green environment so therefore The freezers that are used to store ice cream in shops are also environment friendly that are provided by the company. The packing material for packing the products are also environment friendly, they can be dispose off easily. The cold storages in which ice cream is preserved are also environment friendly. Social Responsibilities As Pakistan is an underdeveloped country the Govt. Schools are lacking the Basic Facilities like furniture, whitewash etc. The company takes the responsibility of furnishing the schools located near the walls factory and cold storages. In social events that are arranged for special persons (disabled) of our society Walls contributes in it giving away free ice creams and even financial aids. Mission Taleem, campaign aims to improve the lives of Pakistanis by rewarding 100 lucky children with educational scholarships over the next three months. 31. 4. Recommendation 1. Mobile vans for better visibility. 2. They should launch sugar free products for diabetes patient. 3 .For new brands they should use door to door promotion. 4. Special discounts should be offered.