Wall's Pakistan Marketing project (Unilever)

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<ul><li>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 </li></ul><p>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 &amp; 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 &amp; 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&amp; strawberry King Kulfa Caramel Crunch &amp; 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 &amp; 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&amp; strawberry King Kulfa Caramel Crunch 110 120 160 160 160 160 160 190 190 190 190 395 395 16. &amp;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 custome...</p>