Introduction of Company

The area in which we are interested is food and beverages. Unilever is one of the largest companies of this field and is a subsidiary of Proctor and Gamble (P&G). Unilever has many consumer products. Some of its popular brands are Surf Excel, Dove, Lux, Knorr, Brooke Bond, Lipton, Fair & Lovely, WALL¶S, Dalda, and Sun Silk etc. LBPL started its operations in 1948. And presently its headquarters is at Avari Towers Karachi. LBPL was incorporated as an independent Unilever company in 1955. Lever brothers have a sizzling market share of 60% in Pakistan. And their field of business includes Tea, Detergents, Personal hygiene, Edible fats, Consumer products and Ice cream. It is offering total of 46 products in Pakistan out of which 26 are profitable and during the year 2002 Wall¶s was added as the 27th profitable
product. LBPL is committed to provide its customers the quality products and company has never compromised on quality no matter what the cost. This maintenance of consistent quality has given LBPL a competitive edge.

The Food industry can first of all be segmented into two groups¶ ready made food and unready food which is found in the restaurants. In ready made food we have the segment of cool desserts industry which is named as ice-cream industry. The walls Ice-cream factory is highly technological and they are using state of the art machinery which makes it as the leading ice -cream producer of Pakistan

The current statement that LBPL is following is as follow:

³Lever brothers will be the foremost consumer product company in Pakistan with care, skin, ice cream and spread. Already posi tioned in tea, hair, dental and household care, substantially profitable position in cooking oils and fats our strengths come from our people and from combining the best of our international as well as Pakistan origin. Our commitment is to continuously care for the need of ou r customers, consumers, employees, supplie rs, share holders and the community in which we live.´

As one of Unilever¶s leading brands, it has always been Wall¶s mission to add vitality to your life ± while being responsible about good nutrition.

Adding vitality to life
That¶s why we¶re constantly adjusting our range to keep up with changing needs. Calcium enriched products are available to add nutrition and health benefits for kids and adults, smaller sizes for smaller appetites and old favourites for those nosta lgia lovers - there¶s something for everyone.

Walls guaranteed Halal - Statement
All Wall¶s ice creams produced by Unilever Pakistan are guaranteed ³Halal´
Unilever is the biggest branded ice cream manufacturer around the world, selling millions of ice creams every day in more tha n 40 countries. Ice creams produced by Unilever vary from country to country, since recipes are tailored to domestic demand, based on taste, legal and religious requirements. We therefore do not necessarily use the same ingredients everywhere.

Unilever Pakistan guarantees that all Wall¶s ice creams produced and marketed by it in Pakistan are in total conformance with the requirements of Halal products and are perfectly safe for consumption by Muslims. All elements in the products, including raw materials, trace ingredients, packaging and production processesused in our factory strictly conform to local legislation, religious and cultural requirements. We are very conscious about the need in particular to ensure strict compliance with Halal guidelines. A ³Halal´ mark is printed on all wrappers in confirmation of this.

our brands in Home Care. fat sugar and natural flavours and colours. As a multinational multi local company. United Arab Emirates and Vietnam. Sri Lanka. Twister. Singapore. Malaysia. Indonesia. Over this period. Lebanon. Saudi Arabia. yIce cream is the only food you eat frozen and offers a unique sensory experience yThe average number of licks to finish off a single ice pop is 50 yEvery year all around the world. From these ingredients you get protein that helps build body tissue. Wall¶s ice cream started production. Legend has it a young clerk suggested the idea of making ice cream in 1913. Pakistan. yBy the 1950s. Walls sells enough Magnum ice creams around the world four and a half times. 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 WALL¶S Ice cream in Pakistan. Ingredients Ice cream is made from ice (water). Beverages and Ice Cream have become market leaders. milk. All of these ingredients are necessary for you in your diet to lead an active lifestyle. Qatar. India. and Moo. The Out of Home range is a Wall¶s success story and includes brands like Magnum. yWhen Thomas Wall took over the family meat and pie business in London in 1905.Unilever has been operating in Pakistan for 60 years. it wanted to acquire Polka to minimize the time it needed to capture the market. carboh ydrates and fats which give you energy and essential vitamins and minerals like calcium that help to strengthen bones and teeth. Supermarkets began to stock ice creams in addition to small high street shops. poor summer sales encouraged him to think of other alternatives. wartime rationing produced a big appetite for ic e cream ± sales reached £46 million by 1959 and Wall¶s opened a large ice cream factory in Gloucester. Cornetto and Feast.and shows an understanding of children¶s nutritional needs. Jordan. yMacfisheries bought wall¶s in 1920 ± who then sold Wall¶s to Lever Brothers in 1922. Personal Care. Today Wall¶s divides its manufacturing in two parts: The In Home and Out of Home ranges. Maldives. yLaunched in 1995 Cornetto is the number one selling hand-held cone in Pakistan today. In 1922. Millions of people use them d aily because they conform to the highest standards and provide value for money. But initially Polka demanded very hig h . In 1993 Lever Brothers formulated a team to search for new business potential in Pakistan. Foods. WALL¶S is an SBU of Lever Brother--the biggest ice cream manufacturers in the world. but the idea was shelved after World War I in 1918. Thailand. Spin. A love affair with ice cream had begun. The In Home range consists of Wall¶s famous family tubs and bricks and our Multipacks. and second to it is Nestle The WALL¶S wanted to enter Pakistani Market through acquisition strategy. The kids range is specially formulated for little taste buds with favourites such as Rocket. such as the Big Milk which contains 70% milk. we are committed to adding vitality to consumers and the community in a responsible and locally appropriate manner. History Wall's is the brand name of Unilever's Heartbrand ice cream business. Market research in the 1970s showed that practically everyone loved ice cream. used originally in the United Kingdom and also currently (2006) in China.

WALL¶S has a variety of products. and has grown to become the most recognized logo in the world of ice cream. so they purchased Polka in 1997. Unilever is the world's biggest ice cream business and the home of one of the best -known symbols in ice cream. And has a share of 22% of international ice cream market. nondurable. At this time Polka tried to sell itself to WALL¶S but now WALL¶S had done all the hard work which they initially did not want to do by acquiring Polka. The Heart was launched in 1997 to unite Unilever's ice cream businesses and brands. so they were not ready to buy Polka. Quetta. The strong of Polka were continued and weaker were dropped. convenience. In 1996.price for their company.000 Liters / day PERISHIBILITY yRequired Temp: -18°C. GOODS CLASSIFICATION WALL¶S icecream comes under the foods and beverages part of the Unilever chain. Hyderabad. And in February 1995. WALL¶S was launched firstly in Lahore in 1995 and later year in Karachi and Islamabad. In 2003. 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. Peshawar and Sukhar as well. it was launched in Faisalabad and in 1997 it was launched in Multan. yExpiry: 10 months. Raw materials: Contract Suppliers Production Unit: One Unit at Manga Mandi Production Capacity: 10. WALL¶S has its 38 plants all over the world. WALL¶S ice creams are consumer. Polka became a brand under WALL¶S. In Pakistan it is 35 -40% of total ice cream market (both organized and unorganized sectors combined). we announced the next step in building the world's most powerful ice crea m brand. ranging from low priced desserts like Rainbow to premium priced desserts like Cornetto and Magnum. But Polka spread a rumor that Nestle is coming through Polka which obviously WALL¶S did not want. After the acquisition. WALL¶S is an international brand of ice cream and is one of the most profitable un its of Unilever. PACKING yPackaging: Multiple packaging ySmall packs: ‡ Sticks ‡ Cones . the Heart. So WALL¶S established an ice cream factory in Pakistan within eleven months which is a record time. This acquisition made WALL¶S an unchallenged market Leader and it also emerged as the ³Impulse brand´ with new level of excellence in take-home or desert ice cream. re-launching the Heart as symbol of the serious fun of ice cream. packaged goods. yLife time (Out of freezer) : 25 min.

fruit or chocolate are added then the whole mixture is frozen again before packaging. These are cooled as they are mixed. Market Segmentation CHARACTERISTICS OF THE MARKET Few of the characteristics upon which the market has been segmented are discussed below: GEOGRAPHIC WALL¶S have segmented its market in four sections in Pakistan such as South. yIce cream is made from milk. yWall¶s has a 28% share in the ice cream market. then whipped to create a light. airy texture. but for WALL¶S the growth rate is quite encouraging.  DEMOGRAPHIC . Other information. which is Karachi to Sadqabad and than Central from Sadqabad to Gujrawala and than North from Gujrawala to upside country. Flavourings.The majo r reason for pravailing this dream like growth rate is the radical growth seen in Cornetto in recent years. fat and sugar.‡ Cups yTake home packs: ‡ ½ liter packs ‡ 1 liter packs ‡ Tubs yBulk packs: 10 liter packs Wall's Classic tubs Wall's cartons Wall's Cornetto Wall's Magnum Wall's Moo Wall's Rocket Wall's Spin Wall's Twister GROWTH RATE The ice cream industry itself is growing with a reasonable rate. 25% of which comes from the take home range and 64% of the impulse range ± the highest in the entire industry. WALL¶S growth rate for recent year was 12%.

We can categorize ice cream as fast food. Although Pakistan is considered a hot climate country generally b ut it does have areas with low temperature so WALL¶S is not that much consumed in those areas. The nation have a tendency to follow ot hers to the maximum extend. Ice cram is a kind of food. Where else the consumers with very low purchasing power are light users. WALL¶S targeted its market by creating an image of high quality and hygienic products. The density of user can also be categorized geographically. presentation.Demographic variables of WALL¶S target market are mostly age and income based. Consumers with high purchasing power are becoming heavy user of products available by WALL¶S. commercial packs are popular in families as whole. which is a symbol of western community.  PSYCHOGRAPHIC The psychographic segmenting is done on the basis of the taste and health conscious consumer. special occasions yUsage rate ± thand hai to kya hua!! yBenefits ± quality. WALL¶S have created many sorts of ice creams to cater all age groups. # Segmentation on Income Classes 1 2 Upper class Upper middle class . The segmentation of WALL¶S is: yImpulse Item Segmentation Sr. as well as some of the rural areas. so we can very well imagine ice cream gain ing its popularity. WALL¶S is more popular in urban areas. by producing a high quality ice cream it has proved itself to be the best in the market. Pakistan is a nation with a tendency to get influenced by others and especially by western communities. middle.  BEHAVIORAL The behavioral segmentation is done on three different variables that tend to define a particular behavior or attitude of a consumer. this very well explains psychographic characteristic of WALL¶S consumer. The most popular i ce creams amongst kids are Paddle pop. WALL¶S was for ³anyone. any wher e and at any time´. w hich is not age bounded or class bounded. So for that purpose WALL¶S has adopted a rifl e approach and divided market into a number of segments according to different social classes and ages and then tried to provide ice cream solution for all to satisfy the consumer within his buying power. in teenagers Cornetto and Magnum. If we consider the income segmentation. Also relating fun and Shugal with ice cream helps depicting the life style of its potential user. But it is a fact that people of different ages and social classes may require different varieties of ice cream at different price levels. and l ower middle income levels. taste TYPICAL BUYING PATTERN WALL¶S enjoys leading the market from the day it came in the business. WALL¶S is targeting upper. These are: yOccasions ± regular occasions. WALL¶S cater both females and males in the society.

UPPER-MIDDLE CLASS This class includes people with moderate kind of income. UPPER CLASS It includes the elite or higher income class who can afford even the most expensive items without much botheration. SEGMENTATION ON THE BASIS OF INCOME CLASSES: 1. LOWER-MIDDLE CLASS These are the people with very little inc ome to spend. On these bases WALL¶S has divided the market of impulse items on the bases of income classes and demographics. . what quantity to buy and for ho w much to buy. ADULTS Adults will mostly prefer the quality product which not only fulfill their taste and preference requirements but also reflects their personality. # 1 2 3 Segmentation on Age Adults Teenagers Kids yFamily Item Segmentation. SEGMENTATION ON BASIS OF AGE: 1.3 Lower middle class Sr. The adults are normally ready to pay for a product which fulfills their physical and psychological needs because they are the income generators. 2. 3. These people normally take the taste and affordability both into consideration. You can neither put them in free hand category nor very less purchasing power category. And the individual consumption is that of impulse products and usually fort an ice cream for family consumption one decides what flavor to buy. They consume ice-cream more on the basis of taste and preference rather than money. These people usually prefer the low price and economy than taste and preferences. 1 2 3 Upper class Upper Middle class Lower-Middle Class WALL¶S divided its items in to category of individual and family consumption.

3. The distribution of ice cream is different from other products. These are as follows: 1) North (Islamabad. New products and new ideas always attract them. not any specialized ice cream as it is not demanded. LOW MIDDLE CLASS Generally look for an ice cream which is low priced. TEENAGERS Teenagers don¶t have any specific taste and preferences. For this purpose deep freezers are used. Pakistan is divided in three major sections. which are provided by the company. Peshawar and Northern areas) 2) Central (Lahore and Central Punjab) 3) South (Sindh and Baluchistan) . To keep it in a good form it must be chilled at appropriate temperature.2. FAMILY ITEM SEGMENTS 1. which is distributed over entire channel. so their parents mostly just provide them with an economical ice cream. the running costs are to be paid by the retailer. However. MIDDLECLASS Mostly sticks to the traditional products and are price conscious and care for there taste and preferences to some extent. Distribution One of the competitive advantages of WALL¶S is its availability. For this purpose walls gives a margin of 18% to its retailers \distributors. KIDS Kids normally do not have a great know-how of the taste rather they are p sychologically attracted towards the product. which is ensured by extensive distribution. UPPERCLASS: Rich people can afford anything not price conscious and just go for good quality 2. They are not concerned with the taste of ice cream and they just want ice cream. 3. But they have a limited product and they have to maintain their expenditure with in that. As they are dependent and cannot spend money themselves.

which are involved. The reason for such an excellent distribution system is the distribution policy. If a retailer wants to sell an ice cream. in the physical distribution of goods. Distribu tion is such an activity. The cooperation of channel members is also of vital importance.000 3000 Nil 30. WALL¶S is using two types of distribution channels. the standard temperature of the cold chain is maintained. WALL¶S has a Hybrid Distribution System. It reaches different customers through different systems. PRODUCER DISTRIBUTOR RETAILER CONSUMER This is commonly used.000 15. both are indirect channels. which could decide the fate of the product. the future of product would be uncertain. The retailer then sells it to the customer. Distribution is making the product available but this availability should ensure that product must be: yAt right place yAt right time yIn right condition If there is any deficiency in any of these basic elements of distribution. the investment he needs to do is as: Security for Retailer the freezers Investment on Board for advertisement Ice cream products Total investment required Others WALL¶S 15000 Nil 12-15. Another important thing which needs to be discussed about the distribution is that during this distribution channel. PRODUCER .DISTRIBUTION CHANNEL Distribution channel consists of all the people and organizations.000 That¶s why most retailers are attracted to the WALL¶S. in which the WALL¶S factory send the products to the local distributors who supply the products to the retailer in the required quantity.000 12-15. The specialty and effectiveness of this system is excellent. Selection of proper distribution channel is very important aspect because if the channel is managed efficiently. Companies can save high costs and thus generate profits.

WALL¶S has always tried its best to ensure the availability of the product as close to t he customers as possible and WALL¶S has been very successful in that. Thus. 2. But the cycle distribution system yielded excellent results in terms of sales and creating awareness about the products. DISTRIBUTION STRATEGIES There are two main distribution strategies. The study was carried out using FMRI brain scanners. So we now have scientific evidence to prove what we all already knew. Now the cycl e contributes a big percentage of shares in t he overall sale of the company. One of the major reasons of early success and clean sweep given by walls is its availability. 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. which is facilitated by price offs. Life is there to be enjoyed and we are the fun part of vitality. Advertising campaign that reminds and persuades customers to buy ice cream supports 2nd strategy. which are frequently offered by the company. which acts as a direct marketing for it . which is ensured through extensive distribution. PROMOTION ³Our aim is to spark the taste and feeling of summer in everyone¶s day. which WALL¶S has very effectively used. Although the process of promotion is very complex and can be looked in detail: Ice Cream makes you happy ± its official! Wall¶s carried out scientific research which shows that ice cream actually makes you happy. and showed that eating Wall¶s had an immediate effect on the part of the brain that is activat ed when someone is really enjoying themselves ± the please areas. In first strategy include incentives like free deep freezers. For any company to capture the market of its own wish and target. that ice cream really does make you happy! . So this has now become a permanent distribution channel of WALL¶S. 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).STOCK POINTER DEALER RETAILER (CYCLES) CONSUMER The second type of system was more a short term distribution system which has just for the introduction stage to actually made the product reach every where and the system was more of creating awareness than actual retailing purpose. promotion plays the most important role in fulfilling the q uest for market share. discounts on bulk purchases. 1.

1. With promotional tools company can tell about the availability of product. which the man ufacture wants to portray.WALL¶s Consumer Retailer and Wholesaler Demand Demand Pull Strategy Promotional Budget One of the hardest marketing decisions facing a company is how much to spend on promotion. and (3) estimating the cost of performing these tasks. It uses Pull strategy for promoting its product because WALL¶s spent a lot on advertising and consumer promotion to build up consumer demand. How des a company decide on its promotion budget: WALL¶s ice-cream uses Objective-and-Task Method to set its budget for promotional activities. (2) determining the tasks needed to achieve these objectives. and also the personality of product. company can justi fy prices or can . This budgeting method entails (1) defining specific promotion objectives. Wall¶s determine its specific tasks to achieve its objectives which are defined by the company¶s management. which are to be done to promote its products. Promotional Objectives Promotional objectives of the WALL¶s ice-cream are as follows Inform Persuade Remind Companies inform the people when they don¶t know about the product. creates awareness and helps in positioning and repositioning of t he product. Producer . It informs the people. persuasion takes place when people already know about the product and company forces them to buy the product and when companies is selling enough quantities of a product it reminds consumers about the product to keep the sales at the same level in future. Promotion is important for firms in many ways.Promotional Strategies Promotional strategies of WALL¶s ice-cream is consistent. It helps to establish image of product. to achieve these objectives WALL¶s estimates the costs of different tasks. The sum of these costs is the proposed promotion budget.

5 million (est. WALL¶S is not promoting its products individually because WALL¶S believe that the high quality it is providing through its products are more than sufficient to prove its identity. 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. 2. yAwareness The WALL¶S 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 adds of both of its newly launched producs Super Cornetto. Tasks Selection of different promotional tools advertising and media schedules and what types of message are delivered to the targe t audience. We believe that no w there is a need for WALL¶S to promote its products separately as international competition is coming as well.) Promotional Tools 1. yAction Finally to make the customer purchase the product this is the final thing to be done in model. the concept can be very well understood with the help of the above given building blocks: Inform Persuade .2. Cost/Budget Estimated budget of WALL¶s of promotion is Rs. Or to put in another way.communicate the features of the product. WALL¶s uses Advertising and Sales Promotion. 3. yDesire: The WALL¶S create curiosity among the customers and transform that curiosity into the desire of the product. The WALL¶S follows a sequentia l pattern through which it strengthens its newly launched products. ADVERTISEMENT WALL¶S is creating awareness about its new products such as supper Cornetto. yInterest: As the public gets awareness of the produces of WALL¶S the next step is to create interest among the target buyers about the product which is again done through advertisement.

Th e advertisements run on TV are made in foreign countries. The theme of advertisement varies with the product image and positioning. actors. It helps to establish image of product.Remind Companies inform the people when they don¶t know about the product. persuasion takes place when people already know about the product and company forces them to buy the product and when companies is selling enough quantities of a product it reminds consumers about the product to keep the sales at the same level in future. The objectives of advertising are the three basi c ones which include informing. It informs the people. and also the personality of product. The mediums used in WALL¶S promotional activities are: yTV yBillboards yNews papers yMagazines yRadio yBanners yPamphlets yStands in shops yShop boards ySponsorships of pop stars. Promotion is important for firms in many ways. company can justify prices or can communicate the features of the product. persuading and reminding about different brands of walls. creates awareness and helps in positioning and repositioning of the product. WALL¶S is not promoting its p roducts individually because WALL¶S believe that the high quality it is providing through its products are more than sufficient to prove its identity. models yEvent arrangements yBus Stop Board Ads yFun carnival carried out in different parks such as Racecourse Park 2. SALES PROMOTION . But walls follow the same theme internationally. which the manufacture wants to portray . WALL¶S have used all sorts of mediums of mass communication and one to one bases. We believe that now there i s a need for WALL¶S to promote its products separately as international compet ition is coming as well. With promotional tools company can tell about the availability of product.

2 and Liter pack for Rs. Public Relations For strengthening itself in relationship markets WALL¶S is not only going for customer satisfaction but also stressing upon building strong public relations. Moreover. 3. Like Solo for Rs. WALL¶S uses such occasions to not only promote its sales but also to build strong public relationships through sponsoring events on this day. Customers Price discounts Quantity discounts 2. 3. 2.Cycling System: WALL¶S started its cycling system for awareness but after that its task was modified into doing sales promotions for the company. This is just an instance WALL¶S tries to gain maximum of such opportunities. Retailers Free freezers to retailers Investment on each retailer: Rs. which is totally a family affair. 22. 1. Street Vendors Free Trikes .WALL¶S has been going a number of sales promotion activities like the: 1. For example. Distributors Shares 50% of the distributors' expenses Off season discounts: 5% 3.000 Free freezers¶ maintenance 4.Discount Coupons: WALL¶S launches very low price products for the purpose of both market expansion and sales promotion.Discounts and Offerings: Wall¶s offered 5% discount in off-season. WALL¶S has been trying to part in charity activities and also to stay in front in national and religion events. under the umbrella of Unilever.45 was also to boost sales. And also cycling system has proved excellent in terms of sales and promotion. it has recently started organizing colorful Fun Carnivals too. For instance events like Valentines Day.

This is the seventh year that Unilever is undertaking this project which involves schools across Pakistan and encourages creativity and innovation amongst school children between the ages of 5 to eighteen. Walls Paddlepop sponsors Unilever International Art Project 2007 15/11/2007 : Paddle Pop ± a Unilever brand . the seventh annual commission in The Unilever Series at the Tate Modern. The three winning pieces will be sent and judged at the Tate Modern Art Gallery in London."Beauty & Difference ± world¶s apart". The ceremony was well attended by teachers. In an effort to challenge the youth to think imaginatively about what motivates them and what they are passionate about. Message Execution Style . encourages young people from around the world to create a painting. The chosen piece will be exhibited at the museum. regional jud ging was conducted by the schools themselves. Third and Runners-up. Artist. First. The Paddle Pop brand encourages children to indulge in fun and adventurous activities and to express themselves through adventure and revel in the thrill they get from rising to the challe nge. health care and water sustainability. a sculpture or even a small installation on a given theme.Centered on the theme. which will encourage children and students from many different parts of the world to engage with some of the most pressing issues of today". and the Company actively engages in initiatives that improve the quality of life. Second. Last year thousands of young artists from count ries around the world including Colombia. China. Russia. Sri Lanka. Hameed Haroon.hosted the national awards ceremony of the Seventh Annual Unilever International Art Project for Schools today. students and key stakeholders. "I am very pleased that this year's theme for The Unilever International Schools Art Project. inspired by Carsten Höller's TEST SITE. Turkey. Over 250 pieces were short listed from amongst the 150 schools that participated this year. This year the schools saw a difference in the annual Art Project process.To strengthen its relationship with the various public and customers WALL¶s sponsors an Art exibition. Naiza Khan (Artist ± VASL) and Marjorie Hussain (Art critic) conducted the final judging. Unilever Pakistan is committed to integrating business as a part of society. Mrs. Each category had four winners. The main thrust in the Comp any¶s social initiatives have been primarily in the areas of education. Zimbabwe. Pakistan. first launched in 2001. particularly of the lesser privileged members of our society. During the course of the project Paddle Pop brand ambassadors visited the participating schools and offered a selection of flavours to the students. CEO Dawn Group was the chief guest at the ceremony. the iconic Wall's treat fo r young consumers. Doris Salcedo said. the theme for this year¶s Art Project was . The Unilever International Schools Art Project. is the ideal co-partner for the Art project. The ceremony marks the culmination of a two day exhibition in which art pieces created by children across Pakistan were showcased. the artworks from Pakistan were diverse and detailed and clearly showed the time and effort put in by the students. USA and the UK created works of art around the theme Reality & Dreams. Paddle Pop. In order to more fully involve the schools and elevate the project to a more interactive level.

hoaxes about story through RJ chit chat. Each area has one zone (sale) officer and each sale officer has 10-15 different sectors to serve (supply) the market. was a specialized documentary. From a 12 episode drama serial to creating hype on blogs and social networks to virally generated sms¶s/emails we virtually exhausted all youth centric media. The message of this compaign is related to slice of life of teenagers. All in all. The guy. Even radio was used to insert ideas. yEnhance the connection between teenage infatuation and cornetto yBreak through the clutter without spending a fortune on media The idea was to go ahead with a concept which would create talkability on its own and enhance the media ROI. Hierarchy of Marketing Department (sales force) National/Country marketing (sales) manager Zonal sales manager . The girl d isappears a couple of days later before the guy has had a chance to make an impression on her. which means under research zonal manager has 10-15 sales men and each sales man has one van. bringing the whole country in on the search«´ This concept was then put on relevant media. in desperation goes on to develop a whole ad campaign to track her down. Some of the ideas that never saw the light of day. this was a huge win for contact plus as we showed that well -established brands can come up with new ideas to reinvigorate their brand presence Marketing Department (sales force) WALL¶s divide the Lahore Market in two major Zones and each zone is further divide into four different areas.cornetto girl. As per the objectives we went about solving two key challenges. sarmad appearing on begum nawazish ali¶s show to clear out his position and sarmad¶s car seen on the roads of the 3 metros with cool art work to help him find his cornetto girl. We even thought of having a PR leg to the campaign as well with articles in imag es and the magazine talking about the cornetto girl phenomenon. theori es. where are you The cornetto girl campaign has finally come to an end. Seeded content generated to destabilize the theories in the drama helped keep the mystery alive through spoof videos. The concept centered on a pseudo reality mystery based on the life the cornetto consumer. ³a guy sees a girl in his college for the first time eating a cornetto and instantly falls in love with her. t -shirts and bumper stickers. Even though feel that its effects would continue to spread it is pretty safe now to bring to light whatever conspired in the campaign.

Area/territory sales manager Sales officer .

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