ACKNOWLEDGEMENT

All praise is due to Allah, the lord and cherisher of the university. May his pace and blessings be upon prophet Muhammad (PBUH), his household, companions and all follo ers of the right !uidance till the day of "udgment. #irst of all e are than$ful to A%%AH Almighty ho has created us, gave us the po er to understand and the po er to gain $no ledge. &ithout His $ind guidance e ould have not been able to complete any tas$ given to us. &e are great full for the guidance hich has been allotted to us from Allah Almighty to understand and gain $no ledge. Allah, the '(alted, says) * +ay) Are those ho $no e,ual to those ho $no not- .t is only men of understanding ho ill remember.* &e give honor and privilege to our respected resource person ho helped us in thin$ing in the right direction by giving us this challenging tas$. . We would also like to thank our families, who added a boost to our onfiden e, and are alwa!s "ra!in# for our su ess

COM$AN% $&O'(LE

(ntrodu tion)
&all/s as bought by Mac fisheries in 0123 4 ho then sold &all/s to %ever Brothers in 0122. .n 0122 by the 0153s, artime rationing produced a big appetite for ice cream 4 sales reached 678 million by 0151 and &all/s opened a large ice cream factory in !loucester. +upermar$ets began to stoc$ ice creams in addition to small high street shops. Mar$et research in the 0193s sho ed that practically everyone loved ice cream. &all/s ice cream started production. &all/s ice cream introduced in 0115 in Pa$istan under unilever brand. Unilever is one of the biggest brands in Pa$istan and 58 other brands are registered under unilever brand. *Meeting the everyday needs of people every here*. .t is the orld number 0 in ice:cream, margarine, and tea:based beverages; also in personal ash, prestige fragrances and deodorants. Unilever<s pac$aged foods business is the orld<s third largest after =estle and >raft* ?et at the same time, the group has pruned its portfolio by 95@, disposing of some regional products and rebranding others in order to concentrate on a smaller roster of global po er brands. Advertising Age estimated global measured advertising e(penditure of AB.5bn in 2337 ma$ing Unilever the orlds number B advertisers. #ounded 01B3 'mployees B53,333 +ales A25.B Billion Profits A1C2 Million Head,uarters %ondon, 'ngland and Dotterdam the =etherlands Bd:largest company in Britain &orld/s largest margarine producer &orld/s largest soap and detergent ma$er &orld/s largest ma$er of pac$aged tea &orld/s largest ice cream ma$er &orld/s Brd:largest advertiser &orld/s 08th 4largest industrial company Dan$ &orld/s largest consumer products company

Unilever is one of the orld<s leading food companies. EFur passion for understanding hat people ant and need from their food : and hat they love about it : ma$es our brands a popular choiceG. .n the late 01th century the businesses that ould later become Unilever ere among the most philanthropic of their time. Hhey set up proIects to improve the lot of their or$ers and created products ith a positive social impact, ma$ing hygiene and personal care commonplace and improving nutrition through adding vitamins to foods that ere already daily staples.

Hhe decade starts ith the launch of Path to !ro th, a five:year strategic plan, and in 2337 further sharpens its focus on the needs of 20st century:consumers ith its Jitality mission. .ce cream is made from mil$, fat and sugar. Hhese are cooled as they are mi(ed, then hipped to create a light, airy te(ture. #lavourings, fruit or chocolate are added then the hole mi(ture is froKen again before pac$aging. &alls have been continuously adding ne products to its range. As a result &alls has registered a significant increase in its sale volume during the last ten years in Pa$is

Mission Statement
E+nile,er-s

mission is to add ,italit! to life* We meet e,er!da! needs for nutrition. h!#iene and "ersonal are with brands that hel" "eo"le feel #ood, look #ood and #et more out of life*/

Wall's Polka Acquisition

.n 0117 %ever Brothers Pa$istan tried to ac,uire Pol$a .ce Lream for Ds 833 million. Pol$a refused the bid, demanding instead Ds. 0 billion. Fne year after the launch of &all<s .ce Lream by %ever Brothers in 0115, Pol$a approached &all<s ith an offer to merge the t o companies. .n 011C Pol$a merged into &alls both combined ith one and other. After the merging they are or$ing together for last 9 years. Fn Pol$a pac$aging there is a brand mar$ of &alls ice cream. &all/s has a 2C@ share in the ice cream mar$et; 25@ of hich comes from the ta$e home range and 87@ of the impulse range 4 the highest in the entire industry.

Taste the fun side of life

Mention ice cream and most people thin$ of the Heart brand. Hhe brand ith the big red heart logo is behind many much:loved ice cream classics 4 from indulgent treats li$e Magnum and Lornetto.

Making you happy

#e foods are guaranteed to put a smile on people<s faces li$e ice cream. But hile ice cream should al ays be fun, e<ve an ever:gro ing range of lo er fat, lo er sugar products. Heart brand no provides lighter versions for those atching the calories and smaller siKes for smaller appetites, as ell old favorites 4 there<s something for everyone +ome ice creams are best as an occasional indulgence, but others can be a regular treat, and eaten sensibly, ice cream can be part of a healthy balanced diet. Heart brand is developing products that are lo er in fat, sugar:free, lactose:free, as ell as lo :crab options and those ith more nutritional <goodies< li$e calcium and fruit. #or e(ample)

H o scoops of Lornetto (a 033ml serving) have only 91 calories and 2.7g fat. Magnum %ight (093 caloriesM03g fat) has B3@ fe er calories and BB@ less fat than Magnum Llassic.

BCG MATRIX

0uestion Mark)
Products ith lo share of a high:gro th mar$et

1tar)
Products ith high share of a high:gro th mar$et

Cash Cow)
Products ith high share of a lo :gro th mar$et.

Do#)
Products ith lo share of a lo :gro th mar$et.

Key facts
Unilever is the orld<s biggest ice cream manufacturer, ith an annual turnover of N5 billion. Heart brand products are sold in more than 73 countries. Hhe Heart brand operates under different names in different mar$ets (&all<s in the U> and most parts of Asia, Algida in .taly, %angnese in !ermany, >ibon in BraKil, and Fla in the =etherlands). .ce cream is an impulse buying product it is related to happiness, fun and togetherness. .ce cream is a froKen product made from a combination of mil$ products and eggs, sugar de(trose corn syrup etc. .t as once considered a sophisticated item of food is no becoming increasingly popular among the people. Hhere are small, medium and large manufacturers of ice cream in Pa$istan. &alls have divided the ice:cream products into three main categories.
2* 3* 4* im"ulse item (n home bulk "a k

Impulse Item
.mpulse items are produce especially for $ids and teenagers. KIDS) .t includes Doc$et, H ister, Bigger Hhree, and Janilla cup, Dainbo Berry Oip and Lhoc Oip hich are for $ids.

SLOGAN:

All A tion All Wall-s

TEENAGE&1)
(t includes Iet sport, >ings >ulfa
, Mango

>ings >ulfa, %ight Janilla, and Lhoc Bar, Lornetto, Pop cone, Lhocolate Passion, Magnum, and #east

SLOGAN: All 5earts All Walls-*

(N 5OME)

.n home ice cream products are especially designed #or family and adults hich includes liter and half liter pac$s also Have half and full pac$s. .t includes Hutti #ruity, Lassatta, >ings >ulfa, Mango, Lhocolate chip and many more.

1OLGAN) All 'amil! All Wall-s* 6+LK $ACK)

Hhese are for dealers and hotels and &all/s providing in large Fr big ,uantity in the form of big pac$s. &all/s deal ith PiKKa Hut, McOonalds, maIor shopping centers, stores, vendor.

1(T+AT(ON ANAL%1(1
2* General state of the e onom! Fn the bac$ strange economic recovery of last year Pa$istan/s economy is gathering even greater momentum during the current fiscal year (2337 : 35). !OP is targeted to gro by 8.8@ in 2237:35 po ered by a strong gro th in manufacturing (03.2@) and continuing robust performance in services (8.2@) and agriculture (7.3@). Hhe !OP gro th is li$ely to e(ceed the target and may end up at around 9@ the highest gro th in the last 05year. Hhe literacy rate of Pa$istan is estimated at 57@ of both se(es.

3* Condition of the om"an! in industr!

&all/s is very stable an established company and it is being operated by Unilever Pa$istan. &all/s is in the mar$et for almost 03 years in Pa$istan and they are considered to be pioneer in froKen desert in Pa$istan. Hhey have a large distribution channel hich spans almost all of the maIor cities of the country. Hhey have number of reno ned products in their credit. Hheir $ey products are Ma#num 'east Cornetto

Hhey have three main categories in their production line; .mpulse item .n home Bul$ pac$ Hhey are importing all ra materials from abroad.
4*

'a,orite 6rand of ( e7Cream

Fver half the respondents claimed that &all/s product as their favorite brand of ice:cream (adults) 58@, children) 51@). (=ot unsurprisingly, this correlates ith respondents/ most recent purchases (for respondents stating that their most recent ice:cream purchase as a &all/s variety C3@ adults and C8@ children claimed a &all/s product as their favorite. Magnum ta$es the top spot again ith around a fifth of adults and children (01@) claiming it as their #avorite. Around half of the respondents (adults) 52@, children) 71@) agree that the price of their favorite brand varies across the different outlets they usually buy from, supporting the ide range of prices actually recorded by brand. &all/s H ister are priced the lo est of the branded products (H ister) adults 97@, children 81@
8* (

e7Cream $ur hase 6eha,ior

Despondents ere as$ed to thin$ about their ice:cream buying in general (rather than most recent occasionMpurchasing of favorite brandMvariety) and to determine hich of three statements best applies to them. Most (around 8 in 03) ould prefer to buy their favorite, but ill buy another $ind if it is not available. Hhe vast maIority of the remainder are generally happy to choose from hat is available.

Annual Growth &ate

0B.B9@ is annual gro th rate of the all/s company And all/s ice creams remain the best.

1WOT ANAL%1(1
1tren#ths)
+trong brand e,uity. Puality product %arger dealers net or$ Lountry ide availability Production under Unilever brand is one of the biggest strength for company .nnovative (using latest technology for the manufacturing of the ice cream and all system is computeriKed) Uni,ue innovative pac$ing

Weaknesses)
Perception about the company is that it is specially made for high class consumers. Hhis perception is affecting company image although &all/s is ma$ing ice cream for every class and they have those products hich are ranging from 5 to B3 hich can be affordable for the poor people. &eather barrier is also the factor hich is affecting the production of the ice cream and can be ta$en as a ea$ness for the &all/s Product price high ith respect to the competitor in some flavors

O""ortunities)
Dange of the products can be increased especially for the $ids >ids are the big opportunities for the company .ncrease in the population Unilever brand is the big opportunity for the &all/s as it is ell $no n internationally

Threats)
.f any multinational company launch ice:cream product then it ill be a big threat for the company but up till no company is not facing any $ind of threat.

Demo#ra"hi )
&hen e tal$ about ice cream e have three social classes ho are the potential customers 5i#her Class Middle Class Lower Class Hhe companies li$e gala(y mars and move pic$ are classified as higher end and middle end products and they are costly as compared to alls. Hhe companies li$e ?ummy, .gloo, and Docco are middle end brands they are lo prices products they are for price conscious people ho belong to middle class and lo er class of the society. &hen e tal$ about &alls Lompany it is targeting the three maIor classes of the Pa$istan society. Price ranging from 5 to 053 hich is affordable for every class of Pa$istan. According to present situation demographic factor are not affecting the company a lot but it play a sufficient role. Cultural and 1o ial En,ironment) Most of the population of the Pa$istan belongs to middle class ho are potential customers of our product. +o the scope of the company is high. Fn cultural festival all/s offering special offers on ice cream. %uc$y dra , coupon scheme included in such offers by the alls. Hhey also have a big part in cultural promo hich reflects the culture of Pa$istan. E onomi and Te hnolo#i al En,ironment) Hhere is a great boom of manufacturing varieties of ice cream and great demand from the people for ne flavors. =e shapes in ice cream style or stylish ice cream are attracting big population of Pa$istan for the ne style and shape alls are using computeriKed system for manufacturing hygienic products. High machinery is placed in main manufacturing units of alls. Hhis technology is gro ing day by day hich is affecting the manufacturing of ice cream and publicity of company. &alls are affordable and easy to eat ith great taste. $oliti al and Le#al En,ironment) Hhe political condition of Pa$istan is highly uncertain and unstable but from fe years e have seen some consistency in government policies hich encourage the foreign investors to invest in Pa$istan. &alls have strong status because ice cream is manufacturing under unilever brand. Unilever is one of the biggest multinational company in Pa$istan in paying high amount of ta(es and contributing in Pa$istan economy. +o there is no political pressure on &alls Lompany from the government of Pa$istan.

 Com"etitors En,ironment) Hhere is a pure competition in this industry. Hhe product is homogeneous and there are large number of buyers and sellers as ell. Hhere is easy entry and e(it of buyers. Ho promote the product all the companies are using high price strategy. Hhere are eight companies in froKen desert industry including all/s ho are competing ith each other ith respect to price and ,uality. E olo#i al en,ironment) Hhe global arming is one of the biggest issues these days. Hhe ever increasing heat in this part of the &orld is unbearable so there must be a cool stuff after lunch and dinner. 'specially in countries li$e Pa$istan here the summer season is ,uite an e(tended one.

Wall9s 7 Global Leader

&all/s is sold in more than 73 countries ma$ing it the most idely available ice cream orld ide. Unilever is the global leader of ice cream and froKen desserts manufacturing ith almost 0C@ of the global mar$et share. Addin# :italit! to Life &ith customers becoming more health conscious, &all/s has also ta$en a conscious step to providing healthier and nutritious products. &all/s innovation centre in U> is constantly or$ing on ma$ing healthier products by reducing the fat content in the products yet offering the same great taste. &all/s is striving to be a healthier choice for $ids by lo ering sugar content and introducing nutrient rich offerings li$e Moo hich has calcium e,ual to one glass of mil$. 5istor! of the 5eartbrand Unilever has been selling ice cream for decades, ho ever the Heartbrand as launched orld ide in 0111. Hhe Heartbrand logo is common to every country and has come to be synonymous ith ,uality treats. &all/s operates under different names in different mar$ets (&all<s in the U> and most parts of Asia, Algida in .taly, %angnese in !ermany, >ibon in BraKil, and Fla in the =etherlands). Wall9s $akistan &all/s came to Pa$istan in 0115 establishing the &all/s factory on Multan Doad in %ahore. #ully e,uipped ith state of the art machinery, the &all/s factory is a standard of hygiene and technology in the region and has become synonymous ith ,uality. +ome of the most "o"ular brands loved by the masses are no lin$ed to &all/s; ma$ing an irresistible ombination that fe could refuse. Ke! fa ts about Wall-s $akistan)

&all/s is a leader in .ce cream and froKen goods. All &all/s products are made ith Halal ingredients in a Halal compliant manner