The project is about walls company focusing on the detail analysis of the organization.

2. 
PRESENTED TO:
SIR G.M BUTT
PRESENTED BY:
ESTHETICS GROUP
• SIBGHA BHATTI
• MARIAM ZAHEER
(
MBA-1 )

5.  Unilever was formed in 1930 in result of business
mergence between “Margarine Unie” and “Lever Brothers”.
 The largest consumer products company in Pakistan.
 Unilever is the world’s largest ice cream
manufacturer,operating under the Heart brand, which are
sold in more than 40 countries.
 Unilever provides products in :
• Food and drink
• Home care
• Personal care
INTRODUCTION TO
UNILEVER:

6. 
TOP TEN COMPANIES:

7. 
BRANDS ( Food & Drink) :

8. 
Top ice cream maker in Global Market
 Produt Type : Ice Cream
 Owner : Unilever
 Country : United Kingdom
 Introduced : 1992
 Tagline: Ice Cream makes you HAPPY.
 Website: walls.co.uk
INTRODUCTION TO
WALL’S

9. 
 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 Brothers should enter the ice-cream
market without any hesitation.
 In 1993, Lever Brother decided to launch Wall’s
ice-cream in Pakistan
History :

10. 
 In February 1995, Wall’s launched with twelve products.
After the launching of Wall’s it gave tremendous services
and Polka loosed its market share by a huge extent.
 Wall’s started its factory on Multan Road (Bhai Pheru) in
Lahore in 1995. Bringing some of the most loved brands in
the world like Cornetto,Magnum,Paddle Pop,Carte D’or and
Creamy Delight.
 Wall’s was launched firstly in Lahore then Karachi,
Islamabad. In 1996, it was launched in Faisalabad and in
1997 it was launched in Multan, Quetta, Hyderabad,
Peshawar and Sukkhar as well.
ESTABLISHED:

11. 
 In 1997, Wall’s purchased Polka. This acquisition
made Wall’s an unchallenged market leader and it
also emerged as the “ Impulse Brand “.
 Wall’s 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
 All Wall’s products are made with Halal
Ingredients in a Halal compliant manner.
PROGRESS:

12. 
 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, Wall’s launched the “Heart”
as symbol of the serious fun ice cream.
LAUNCHING LOGO

13. 
COMPETITOR IN PAKISTAN:

14. 
BRANDS:
The Wall’s Global brands available in the Pakistani
market are:
 CORNETTO
 MAGNUM
 PADDLE POP
 CARTE D’OR
 CREAMY DELIGHTS
 LOCAL JEWELS
MARKETING MIX:
PRODUCT:

17. 
HOW SEMENTATION IS DONE?
 Geographic Segmentation.
 Demographic Segmentation.
 Psychographic Segmentation.
 Behavioral Segmentation.
TARGET MARKET:

18. 
PRICE:

19. 

20. 

21. 

22.  ON THE BASIS OF INCOME CLASS:
 SKIMMING:
Skimming refers to products that company
manufacture for particular class which can afford.
Like Magnum and Carte D’or. Due to high prices
everyone can’t enjoy this.
 PENETRATION:
Penetration refers to those products that are
assessable for everyone, having low income. Like
Paddle Pop and Local Jewels.
PRICE STRATEGIES:

23. 
 ON THE BASIS OF AGE:
 ADULTS:
The adults are normally ready to pay for a product
which fulfills their physical and psychological needs
because they are the income generators.
 TEENAGERS:
New products and new ideas always attract
teenagers. But they have a limited product and they
have to maintain their expenditure within that.

24. 
KIDS:
Kids normally do not have a great know-how of the
taste rather they are psychologically attracted
towards the product.

25. 
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.
 Buckets are also used for packing family packs such as Creamy
delights and Carte D’OR.

26. 
 Colorful wrappers are used
for Paddle Pop which is very much
popular in children.
 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.

27. 
PROMOTION:

28. 
CONSUMER PROMOTION:
 Scheme like scratch and win is currently available on creamy
delights.
 Previously they gave bikes by lucky draw.
RETAILOR PROMOTION:
 New freezers are provided by company.
 The company replace 60% damage stock.

29. 
 TV
 Billboards
 Newspapers
 Pamphlets
 Banners
 Bus stop boards Ads
 Fun carnivals carried out in different parks such
as sponsorships of pop stars, actors, models.
PROMOTIONAL TOOLS:

31. 
SCIENTIFIC RESEARCH:
 Wall’s carried out
scientific research which
shows that ice cream
actually makes you happy.
 The study was carried out
that Wall’s had an
immediate effect on the
part of the brain that is
activated when someone is
really enjoying themselves.

32. 
 Walls has extensive distribution.
Pakistan is divided in three major sections.
1) North (Islamabad, Peshawar and Northern areas)
2) Central (Lahore and Central Punjab)
3) South ( Sindh and Baluchistan)
PLACE:

34. 
DISTRIBUTION CHANNEL:
 At right place
 At right time
 In right condition
 Wall’s is using two types of distribution channels, both
are indirect channels.
 1st Channel:
Producer Distributor Retailer Ultimate
consumer.
 2nd Channel:
Tricycles.

35. 
FACTORY IN LAHORE :
 Walls has
a factory in
Lahore.

36. 
TOP TEN…!!!

37. NATIONAL/COUNTRY MARKETING(SALES) MANAGER
ZONAL SALES MANAGER
AREA/ TERRITORY SALES MANAGER
SALES OFFICER
HIERARCHY OF
MARKETING DEPARTMENT

38. 
51%
24%
13%
7%
5%
WALLS OMORE HICO YUMMY OTHERS
COMPETITIVE ANALYSIS:

40. 
STRENGTH:
1. Massive distribution, availability of ice cream in all the
cities of Pakistan.
2. Wall’s strong brand name, under the umbrella of Unilever.
3. Unbeaten taste, quality.
WEAKNESS:
1. Brand name has swallowed up the Patent company name.
2. No variation in taste.
3. Buying power is decreasing due to inflation.
SWOT ANALYSIS:

41. 
OPPORTUNITY:
1. Tie-up with food chains, restaurants.
2. 53% of our business comes from emerging markets.
THREATS:
1. Kulfi in rural markets.
2. Local ice cream parlors.
3. Electricity crisis and its high rates.
4. All those products which follow fun marketing are walls
competitors. Like O’more ,Cadbury , Candy land , Gourmet bakers.

42. 
GREEN ENVIRONMENT:
 Freezers
 The packing material
 The cold storages
SOCIAL RESPONSIBILITIES:
 Furnishing of schools
 Social events
 ‘Mission Taleem’

43. 
PEST ANALYSIS:

44. 
BCG Matrix:

45. 
HOME DELIVERY:

46. 
“ Vitality is at the heart of everything we
do. It’s in our brands,our people and our
approach in bussiness.”
MISSION:

50. 
 When was the “Heart” logo launched?
 Which buckets are available for family packs?
 List out the factors of pest analysis?
 What is the price of Badami stick?
 How much Walls covers the ice cream market in
Pakistan?
TIME FOR QUIZ: