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Marketing Management: A Study of Brand
Marketing Management: A Study of Brand
A STUDY OF BRAND
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EXECUITIVE SUMMARY
The following project represents the report on the coco cola. This
project includes
the market.
products.
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HISTORY OF WALLS- A UNILEVER
HEART BRAND
UNILVER IS THE WORLD LARGEST MANUFECTURER
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offer lighter, healthier products as well as providing old
favorites, hence catering to a variety of diverse tastes.
MISSION STATEMENT
The Walls brand stands for a good time. From affordable treats
to premium indulgence, to hanging out with friends and sharing
precious family moments; Walls adds to the simple pleasures in
daily life.
Walls ice creams wrapped with fun, laughter and good times.
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Taste good, feel good and get more out of life.
VISION OF WALLS
Mention ice cream and most people think of the Heart brand. The
brand with the big red heart logo is behind many much-loved ice cream
classics from indulgent treats like Magnum and Cornetto.
Few foods are guaranteed to put a smile on people's faces like ice
cream and wall is one of those.
OBJECTIVE OF WALLS:
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To stay as market leader: Walls is the largest player in the Pakistan
ice cream market. It is acting as a market leader and thus earning
highest revenue in market.
MARKETING STRATEGIES
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Distribution becomes more intensive and incentives may be
offered to encourage preference over competing products.
This is one of the first times that picture messaging is being used
in a business to business promotion.
2) Promotional alliances
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Wall's overwhelming success is a result of its efficient marketing
strategies.
Wall's has maintained its leadership with the help of some very
strategic and timely campaigns.
CONSUMER SEGMENTATION
What is segmentation?
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Geographic segmentation:
World region Asia
Country region Pakistan
City Karachi, Hyderabad, Multan, Lahore,
Gujarat.
Density Urban areas
Climate All but less in winter.
Psychographic segmentation
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Social class Available for upper (elite) class, lower
uppers and upper middles.
Life style Not specific
Personality Not specific
Behavioral segmentation
Occasion Regular as well as special occasions
Benefits Quality
User status Potential users, ex-users, first time user
and non user
Loyalty status Medium
Readiness status aware, informed, interested, desirous,
intending to buy
Attitude towards product Positive and enthusiastic
Demographic segmentation:
Age Above 5 and below 65
Gender Focus on both
Family size Not specific
Occupation Not specific
Income Rs. 5000 and above
Education Not specific
Religion Not specific
Nationality Not specific
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Segmentation based on lower sugar content and extra nutrition:
Non diabetic
Diabetic
TARGET MARKET
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Targeting is how marketer is capturing the different segment of
market.
1. Consumer market
2. Business market
Walls has targeted a wide variety of consumer with its wide array
of ice creams.
Targeting children:
Targeting teenagers:
Targeting adults:
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Magnum is an expensive product of walls. This may not appeal to all
age groups and consumer. It targets adults and people who have a
taste for strong chocolate and rich cream. The advertisements for
this brand portray luxury and class, therefore the high price, thus
targeting the adults.
Targeting families:
Walls also offer liter ice cream packs for families. The advertising
material for this particular brand shows family and highlights the
importance of families and quality time with loved ones.
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They have introduces new "ultra' freezer cabinet for retail shop to
ensure that Wall's product stay in perfect condition right up to the
time of purchase in spite of power break downs.
One of its ice cream channels i.e. out of home made a contract
with PSL. Similarly it has made contracts with food chains like
pizza hut, McDonalds and KFC. These food places are using walls
ice cream in all kind of their ice cream desserts.
Targeted products:
For kids
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Marketing Mix Model
Guided by marketing strategy, the company designs an integrated
marketing mix made up of factors under its control-product, price,
place, and promotion (the 4Ps). To find the best marketing strategy
and mix, the company engages in marketing analysis, planning,
implementation, and control
q u a l i t y , f e a t u r e s , b r a n d n a m e , s i z e s , s e r v i c e , p r o d u c t v a r i e t y
l i s t p r i c e , d i s c o u n t s
s a l e s p r o m o t i o n , a d v e r t i s i n g , m a r k e t i n g e t c .
l o g o , c o l o u r s c h e m e e t c
l i s t p r i c e , d i s c o u n t s
l o g o , c o l o u r s c h e m e e t c
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1. Product
Types
1. Dairy products
2. Splash
3. Water ice
Forms
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PRODUCT NAME FLAVORS AVAILABLE
CORNETTO Chocolate, Strawberry
FEAST Chocolate, Kulfa
MAGNUM Classico, vanaila etc
TOP TEN Chocolate & Vanilla
POLKA CUP LARGE Mango, Strawberry
POLKA CUP SMALL Vanilla, Kulfi
DONUT Chocolate
STICK Vanilla, Mango
FRUTTI Orange, lemon
MOO Mango, Strawberry.
JET SPOT Orange, pineapple
Family pack small/large Wide range of flavors
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2. Price:
PRICING STRATEGY OF WALLS
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PRICING OBJECTIVES
4.Packaging
The packagings of the products are according to the nature of the
products. The designing of the wrappers shows the
internal flavor
Color of the core product.
Name of product
Product Packaging
Magnum
Moo
Spin
Wrappers and sticks, which they are using, are specially prepared
according to hygienic point of view; sticks are imported and cleaned
with chemicals to completely destroy the harmful effects on
product quality and consumers health.
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4. Promotion
Promotional strategies
Following strategies are used for the promotion of walls:
AND AWARENESS.
relationship of walls and joy and happiness and fun. Since our company
the customers. It will also induce a desire for buying the product as in
the ads it is shown that people desire to acquire walls ice cream.
Advertising tools:
they have targeted the children by using animated figures like lion and
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pirates. They have used their tagline for paddle pop product i.e. paddle
Advertising media:
The choices of media for advertising include electronic and print media:
Print Media: Pole Signs and Bill Boards, news papers, magazines,
(2)Sales promotion:
The walls company signs contracts with different parties for major
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How walls do sales promotion?
and concerts.
Walls organize its stalls in funfairs held in schools, colleges,
university.
Walls make contract with different celebrities for the
surveys of universities.
It played major role in organizing Besant festival in Bahria
University.
Walls has made contracts with worldwide food chains like
BRAND AMBASSADOR:
Brand ambassadors are those celebrities who work in the ads of
specific brand. There are lots of brand ambassadors of walls. Walls
spend a lot on their brand ambassadors for capturing them in their
advertisements.
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Jal band
Dafi ( Malaysian singer )
Gita Gutawa.
3. Online marketing:
Give special offers during Ramadan like bye two cartons of walls
get one free.
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Brand positioning
In marketing positioning has come to mean the process by which
marketers try to create an image or identity in the minds of their
target market for its product brand or organization. It is the relative
competitive comparison their product occupies in a given market as
perceive by the target market.
Positioning strategies
Walls is positioning its products as an international brand which has
very best quality. It has maintained its taste worldwide. It has the
same formula for its products worldwide
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How walls is positioning itself in the mind of customers?
Fun & Pleasure: The big red heart logo puts a smile on
your face by providing healthier products with a growing
range of innovative tastes.
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Where walls position itself in world and in Pakistan?
WALLS
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SWOT ANALYSIS
STRENGTHS
Renowned world brand
Strong group backing.
Popular brand market leader in chosen business segment with
diversified product profile.
Strong distribution and advertising.
Experienced and high regard management team.
Use un-hygienic raw material.
Manufacture ice creams with low calories, low sugar and extra
calcium.
Use cold chains which require millions of investment.
Product safety is assured
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WEEKNESSES
OPPORTUNITIES
THREATS
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Marketing environment
Micro environment
COMPANY:
Finance Department
Research and Development Department
Operational Department
Production Department
Marketing department
Sales department
All the department of companies form internal micro environment.
Proper functioning of all department matters a lot for the progress
of a company and brand. Excellent and poor performances of these
departments have a positive and negative impact on brand image.
SUPPLIERS:
Stick suppliers
Sugar suppliers
Insulated pack suppliers
Other raw material suppliers etc
Suppliers matter a lot for the proper functioning of a company and for
the development of a brand and its different product. Timely supply is
very vital. As in case of walls whose sale is 24 crore liters/year
appropriate and good quality supply is significant.
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MARKETING Channels:
Resellers , distributors, retailers
Physical Distribution Firms
Marketing Service Agencies
CUSTOMERS:
Consumer Markets
Reseller Markets
International Markets
Governmental market
COMPETITORS:
Direct competitor
Indirect Competitors
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Competitors
Competitors are those people or parties who whether when enter the
market or exist in the market try to come up to yours standard and try
to oppose you or beat you in market.
TYPES
Direct competitor
In direct competitor
Direct competitors:
Walls vs. Hico: Hico has beaten the walls in their ice cream buckets.
Hicos ice creams bucket is more in demand than walls one.
Walls vs. Haagen-Dazs
Indirect competitors:
Indirect competitors are the one who newly entered the market and
cannot affect your market share all of sudden or may exist in market
but cant beat your brand due to some reasons like poor quality or taste
or due to less availability in market.
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TRADE MARKETING
BRAND MANAGEMENT THROUGH DISTRIBUTION CHANNEL
Chairman
Hotels
Restaurants
Cafes
Events
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Under the chairman there are twenty four private distributors all over
Pakistan who are responsible for supplying the ice cream to the outlets
known as the general trade channel, to the tricycles ware house (mobile
channel) and to hotels, restaurants, cafes (HoReCa) and to different
events (known as Out of Home channel).
Pakistan
(Karachi city) (Rest of Sindh (Southern Punjab) (Central Punjab) ( North Regions)
Islamabad,
Rwp
Jhelum)
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Suggestions and recommendations
3. There are large number of such ice creams which are not
available in Pakistan but available in rest of countries like
U.K etc. so walls should manufacture those products in
order to enhance the variety and taste.
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CONCLUSION:
Walls has a very rich history and is renowned brand and has a huge
spread over the world. The study in this report tells us about the
unique features of walls due to which it is consider as an international
brand. It has provided with how walls further improve its position in
market. Walls has a strong competitive position in the market with
rapid growth. It needs to use its internal strengths to develop a
market penetration and market development strategy. This includes
focus on those products which are not available in Pakistan, and
catering to health consciousness of people through introduction of
further ice cream flavors. Further company should integrate with
other companies, acquisition of potential competitor businesses,
innovation in branding and aggressive marketing strategy can bring long
term profitability.
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