EXECUTIVE SUMMARY

Walls is an international brand of ice cream and is one of the most profitable
units of Unilever. The launch of Walls in Pakistan was characterized by
innovation, variety of brands and unique selling style covering all the segments
of the society. Walls is focused on delighting consumers by offering superior
quality products at affordable prices. In order to meet the strategic goals, Walls
pursues strategic planning, tactical planning and contingency planning.
An advantage over competitors is gained by offering consumers greater value,
either through lower prices or by providing more benefits that justify higher
prices. The company is famous for its innovative features, unique taste and
fancy marketing. While producing their product WALLS keeps in societal
obligations as well. They provide high quality all natural ice cream while
fulfilling social and environmental responsibility. Walls is doing market
penetration by giving same product in same market, market development by
exploring new market by delivering its products in rural areas of Pakistan and
also doing product development by offering new products new flavor of icecream in Pakistani market.
To increase Walls production volume to meet the market demand they will
enhance their production house. Walls also make long term policies through
which Walls will be able to double their turn over at the end of 2014.

INTRODUCTION TO UNILEVER PAKISTAN LTD

Unilever is Pakistans greatest consumer goods companies; it is one of the top

foods businesses and a leader in home and personal care markets. It aims to add
vitality to life; it is a big ambition, but has always been right at the heart of the
business. It sells around 150 million products every day, which meet everyday
needs of people for nutrition, hygiene and personal care. It has an obsession for
developing new products that reflect the way in which the lives and tastes of the
masses is changing.
It has three basic units: Walls, Rafhan Ltd and Lipton.
Unilever Pakistan Limited was established some fifty years ago in Pakistan.
Today, Unilever Pakistan is a force to reckon with. Its contribution to Pakistan's
economic development is immense. Now operating five factories at different
locations around the country, the company contributes a significant proportion
of the country's taxes. It employs a large number of local managers and
workers. It provides a pool of well-trained and highly motivated manpower to
other segments of the company and has introduced new and innovative
technologies into the country.
The company is dedicated to great brands that help people look good, feel good
and get more out of life. At the same time it tries to act responsibly towards its
communities and the environment.

INTRODUCTION TO WALLS
Walls is an international brand of ice cream and is one of the most profitable
units of Unilever. In Pakistan Walls started its operations from Lahore in
February 1995 where it established one factory with a capacity of 40 million
liters per annum. Walls has clearly set new standards of ice cream quality and
hygiene in Pakistan.
Once Walls launched its operations in Pakistan, Polka was the market leader
operating at the National Level (in terms of sale). In July 1996 Unilever acquired
Polka. The business integration took place in 1999 and the legal merger was
completed in January 2000.
The launch of Walls in Pakistan was characterized by innovation, variety of
brands and unique selling style covering all the segments of the society.
Walls has targeted various markets of Pakistan in a much planned way. Walls
started from Lahore and launched it products in February 1995. In only 11 weeks
one million liters of ice cream consumed only in Lahore. On August 14, Walls hit
Karachi and reported another story of success with these two cities Walls was
also received open arms. Now it was the twice to expand business to smaller
cities of Pakistan.

History
Walls was founded in 1786 by Richard Wall, when he opened a butchers stall in St
Jamess Market, London.
In the 1900s the business was led by Richards grandson Thomas Wall II. Every year
the company had to lay off staff in the summer as demand for its sausages, pies and
meat fell, so in 1913 Thomas Wall II conceived the idea of making ice cream in the
summer to avoid those lay-offs, the First World War meant that his idea was not
implemented until 1922. By that time the business had been jointly bought by Lever
Brothers and Margarine Unie.[3] Maxwell Holt was put in charge and he revived the
idea of producing ice cream, with near instant success. Ice cream production
commenced in 1922 at a factory in Acton, London. In 1959, Wall's doubled capacity
by opening a purpose built ice cream factory in Gloucester, England.

Ice Cream
Unilever continues to use the brand for ice cream in the UK.[4] Whilst remaining
(2006) the market leader in the UK for individual hand-held products such
asCornetto and Magnum, and value-added multi-portion products designed to
be eaten at home, such as Viennetta, the Wall's brand faces severe competition
from the major supermarket brands and to a lesser extent
from Nestl (absorbing the Rowntree's and Lyons Maid brands) and Mars spinoff ice cream products.[citation needed] (Most of the products of this company are not
suitable for muslims)
In 2013 Wall's expanded into the UK confectionery market following a
licensing deal with Kinnerton Confectionery, leading to the introduction of
ambient chocolate bar variations for the Magnum, Cornetto and Mini Milk ice
cream brands.[5]

Around the world

The same ice as Langnese/Wall's is sold under different names around the
world

Name

Country

Brazil, Bulgaria, Croatia, Czech Republic, Cyprus, Greece, Republic

of
Algida

Macedonia, Estonia, Hungary, Italy, Kosovo, Latvia, Lithuania, Malta

, Poland(as ALGDA), Romania, Russia, Serbia, Slovakia, Slovenia,
and Turkey

Bresler

Chile, Bolivia

Eskimo

Austria

Frigo

Spain

Frisko

Denmark

GB Glace

Finland, Norway and Sweden

Glidat
Strauss

Israel

Good
Humor

HB

Helados La
Fuente

United States and Canada

Ireland

Colombia

Holanda

Mexico, Central America

Inmarko

Russia

Kibon

Brazil, Argentina, and Falkland Islands

Kwality
Wall's

India, Bhutan, Brunei, Nepal, Pakistan, Sri Lanka

Lusso

Switzerland

Miko

Egypt (), France

Ola

Belgium, Netherlands, Luxembourg and South Africa

Ol

Portugal, Cape Verde, and Macau

Pingino

Ecuador

Selecta

Philippines, Comoros, and Tanzania

Streets

Australia and New Zealand

Tio Rico

Venezuela

Wall's

England, Scotland, Wales, China, India, Indonesia, Malaysia, Singa

pore, Vietnam, Pakistan, Laos and Thailand

Wall's HB

Northern Ireland

People's Republic of China

Cccompany structure

VISION OF WALLS

Walls is focused on delighting consumers by offering superior quality products

at affordable prices. The vision of Walls envisages a total commitment to
exceptional standards of performance and productivity, to working together
effectively, and to a willingness to embrace new ideas and learn continuously
for creating long-term value for our people, our shareholders and our business
partners.

MISSION STATEMENT OF WALLS

As one of Unilevers leading brands, it has always been the Walls mission to
add vitality to your life while being responsible about good nutrition. That's
why we're constantly adjusting our range to keep up with changing needs.
Lighter versions for those watching the calories, smaller sizes for smaller
appetites and old favourites for those nostalgia lovers there's something for
everyone.

Product line

VALUES

Walls shares the VALUES of the parent company, Unilever Pakistan. These
are the fundamental beliefs that drive organizational behavior and decisionmaking; they show key interests to be satisfied. These values are not only for
sustained growth of the company but also for growth and development on a
personal level. The values enlist the manner in which the company and its
organization act in the world; honesty, transparency and ethics are their
underlying attributes.