Course:

Marketing Management
Submitted By:
Maham Aziz
Submitted To:
Ms. Perkha Khan
Submitted Date:
8 May,2021
Report on the current marketing strategies of
cornetto, walls.
 Table of Contents

1. Wall’s overview

1.1. Introduction …………………………………………………………………

(2)
1.2. History ……………………………………………………………………….
(2)
1.3. Mission statement …………………………………………………………...
(3)
1.4. Objectives of walls ………………………………………………………….
(3)

2. Product portfolio ……………………………………………………………. (3)

2.1. Cornetto ………………………………………………………………………
(3-4)

3. Market segmentation ………………………………………………………… (4)

3.1. Geographic segmentation…………………………………………………….
(4)
3.2. Demographic segmentation ………………………………………………….
(4)
3.3. Psychographic segmentation …………………………………………………
(5)
3.4. Behavioral segmentation ……………………………………………………...
(5)

4. Target market …………………………………………………………………. (5)

5. Marketing Mix of Wall’s Cornetto

5.1. Product ……………………………………………………………………….
(5)
 5.2. Price …………………………………………………………………………….
(6)
5.3. Place …………………………………………………………………………….
(6)
5.4. Promotion ………………………………………………………………………
(6-7)
5.5. People ……………………………………………………………………………
(7)
5.6. Physical Evidence ………………………………………………………………
(7)
5.7. Process ………………………………………………………………………….
(7)

6. Competitor Analysis …………………………………………………………. (8)

7. SWOT Analysis ………………………………………………………………. (8)
8. References ……………………………………………………………………. (9
 1. Walls overview:

1.1. Introduction:

Unilever Pakistan (70.4%

Unilever equity) is the largest
FMCG (Fast Moving
Consumer
Goods) Company in Pakistan,
as well as one of the largest
multinationals operating in the
country. Unilever is the
world’s largest manufacturer
of ice cream which in fact
holds
almost18% of the global
market share.
Unilever Pakistan (70.4% Unilever equity) is the largest FMCG (Fast Moving Consumer
Goods) Company in Pakistan, as well as one of the largest multinationals operating in
the country. Unilever is the world’s largest manufacturer of ice cream which in fact
holds almost18% of the global market share.
Wall's is an ice cream brand owned by the Anglo-Dutch food and personal care
conglomerate Unilever. Originating as an independent food brand in the United Kingdom, Wall's
is now part of the Heart brand global frozen dessert subsidiary of Unilever used
in Pakistan, China, HongKong, Indonesia, India, Europe, Malaysia, Mauritius, Philippines,
Qatar, Saudi Arabia, Singapore, Thailand, Turkey, United Arab Emirates, Vietnam and the
United Kingdom. Unilever also uses a merged brand called Kwality Wall's in south Asian
countries
Wall’s was bought by Mac fisheries in 1920 – who then sold Wall’s to Lever Brothers in 1922.In
1922 by the 1950s, wartime rationing produced a big appetite for ice cream – sales reached£46
million by 1959 and Wall’s opened a large ice cream factory in Gloucester. Supermarkets began
to stock ice creams in addition to small high street shops. Market research in the 1970s showed
that practically everyone loved ice cream. Wall’s ice cream started production. Wall’s ice cream
introduced in 1995 in Pakistan under Unilever brand.
Walls guaranteed Halal - Statement 
{All Walls ice creams produced by Unilever Pakistan are guaranteed Halal´}

1.2. History:
Wall’s was founded in 1786 by Richard Wall, when he opened a butcher’s stall in St James’s
Market, London.
In the 1900s the business was led by Richard’s 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 Unite. 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.
 1.3. Mission statement
At Wall's, our mission is to bring more smiles to more people. In fact, we want to deliver 100
million smiles across the world every day. Everyone knows that ice cream makes you happy.
Nobody can be grumpy while eating an ice cream.
Vision: Everyone has the best care and health possible.
Although the problems are big and daunting, we resolve to approach them with optimism
grounded in rigorous science, hard work, and a relentless drive for results.

1.4. Objectives of walls:

The objectives of walls are as follow:
1. To defend current market share
2. Sale growth
3. Customer satisfaction
4. Continue product improvement and modification effort to increase customer benefits and
reduce cost.
5. Expand production capacity in advance of increasing demand
6. Develop a multiple line extension offering targeted to the need of several users
segmenting the market.
7. Meet and beat lower prices or heavier promotional efforts by competitors.
8. Increase satisfaction, loyalty, and repurchase among current customers by building on
existing strengths apple to late adopters with same attribute and same benefit offered to
early adopters.

2. Product portfolio:
The ice cream of Wall falls into the Unilever chain for food and beverages. Ice creams from Wall
are consumer, unsustainable, packaged products. Wall's offers a range of items from cheap
desserts such as rainbows to luxury desserts such as Cornetto and Magnum.

2.1. Cornetto:
Launched in 1959, Cornetto is probably Wall's most common and widely consumed hand-held
ice cream product. It remains a market leader both in the United Kingdom and in different world
countries. The food comes with many different aromas, including Strawberry, Mint Chocolate,
Nut, Lemon, Classico, Peanut Butter Love, Honeycomb Crunch, Caramel Crunch, Whippy
(Chewy chocolate yoghurt), Valentine's Day and Cornetto Mild (soft ice cream that comes in
chocolate chip, cookie dough, vanilla, chocolate, and double chocolate).
Cornetto Soft is on the street sold by the supplier and produced with an ice cream dispenser on
location, but the other flavors are pre-made and packaged in the factory. Cornetto Enigma is also
available, with cookies and cream, raspberries and double flavors of chocolate.

3. Market segmentation of wall’s cornetto:

Wall cornetto ice-cream operates in China, Singapore, Sri Lanka, Thailand, Malaysia, Pakistan,
Maldives, Sri Lanka, United Arab Emirates, Sri Lanka, Qatar. The United States of America and
Vietnam are the largest companies in the world. We address only its market segmentation in
Pakistan in this project. They are geographically, demographically, psychographically and
behaviorally segmenting the market.
3.1. Geographic segmentation:

Country Pakistan

Province Punjab, Sindh, N.W.F.P and Baluchistan

Density Urban or Suburban

Climate Southern

3.2. Demographical segmentation:

The Cornetto Wall focuses primarily on the Y generation, young people between 17 and 30 years
of age. Both women and men are catered in society by Wall's Cornetto. If the income
segmentation is considered, Wall's targets the upper, mid and median levels of income.

Gender Male/Female

Income 30000+

Generation Generation Y

Occupation Students, couples

3.3. psychographic segmentation:
Segmentation of the psychographic is based on social status, lifestyle and features of personality.
The Wall's Cornetto is aimed at all except of lower lowers and lower uppers of the social class.
 Social classes Working class, middle class, upper middle, lower uppers, upper uppers.

3.4. Behavioral segmentation:

With a picture of high quality and hygienic goods, WALL'S Cornetto focused its business. They
also look at how people purchase and use their goods from time to time. They have tried to target
their non-users, ex-users, future users, potential users, first time user and regular users.
Occasions Regular occasions
Benefits Quality, hygiene
User status Non-user, ex user, potential user, first time user,
regular user
User rate Light user, medium user, heavy user
Attitude toward product Enthusiastic, positive
Taste Classic, almond, strawberry lover

4. Target market:
The Wall's Cornetto Company must determine what segment it can serve best after splitting the
market in many segments. Thus, each section was first evaluated. They want to represent the
groups of customers who share similar needs and features.
Walls are readily accessible in the country in both urban and rural areas. Every segment has been
targeted at Walls and we can state that the wall has a market fragmented.

5. Marketing Mix of Wall’s Cornetto:

5.1. Product:
Any goods and services provided to the consumer to fulfil a need or desire consists of a product.
In Wall's case, the product is the cornetto 'ice cream.'
 Packaging:
The wrappers they use are hygienically prepared; wrappers are imported and washed with
chemicals to completely damage product quality and the health and safety of the user.
 Labeling:
Wall's descriptive label includes ingredients, nutritional content and ice cream flavor of cornetto.
  Design and color:
For Wall's customers, the style of cornetto ice-cream is really appealing, and the colors are
stunning. The packaging contains a number of ideas about the taste, flavor, consistency and
freshness of the product.

5.3. Pricing:
Pricing is very critical since a company's existence on the market depends on the decision to
pricing. The plan for pricing relies on price targets.
 Pricing objectives:
Wall's cornetto pricing goal is market growth, sales volume and benefit. Walls often adds new
features in the cornetto and also reduces its price to achieve these goals.
 Price adjustment strategies:
For all regions Wall's uses the same pricing tactics. They offer their wholesalers and retailers
discounts. It also offers discount quantities of off-season items.

5.4. Place:
Walls first launched door-to-door service facilities in Pakistan's history. This is SPDs, which are
the mobile seller. This is the point dealer. This is Wall's Ice Cream's great accomplishment.
Tricycle is offering door-to-door services, so Wall is accessible conveniently in all cities, cities,
streets, and markets. The tricycle with the soft music that constantly chants a bell which is the
identification of Wall's . The Walls often promotes sales and also stimulates customers to
purchase, which increases sales. Furthermore, Walls aims to make its ice creams available to
millions of retailers around the country and in turn to the consumers. It uses distributors that are
able to compensate for the size and customer base of Walls. These distributors provide the end
consumers with the ice creams produced by Walls. Here Walls uses "Indirect marketing
channels," i.e. intermediaries between the enterprise itself and retailers who, in turn, deliver their
goods to end users. There are currently 280 different distributors apart from SPDs. The broad
consuming base is divided into regions and territories covered by these distributors.

5.5. Promotion:
 Sales promotion:
For big events, the walls firm signs contracts with the various parties. It also contracts for the
supply of its ice cream during events with occasional caterers etc. It also contracts for the
maintenance of its goods with big stores.
Walls sponsor various activities such as walls, lifestyles and concerts. · In the funfairs held at
schools, college, university, Walls arrange their stalls. Walls sign an agreement for the survey of
universities with various celebrities. Walls also concluded agreements with global food chain
companies, such as the McDonalds pizza hut. Hotels such as Sarena, Marriot, PC bhurban are
also dealt with. Even on the Chand raat it positions ice cream trolleys.
  Online marketing:
Animations and small advertisements from the walls cornetto ice-creams are displayed on
different websites to draw consumers and inserted as pop ups. Upload your ads to your tube, too.
Not only does Wall's commercial mass marketing, it also funds various TV shows. The sitcom
"Canteen Kahani," funded by Wall's, was more than a sponsorship of an advertising campaign.
"Kahani Canteen" has been digitally aired on ARY. "Canteen Kahani" was intended to draw
young people from the college and concentrate on the life of a young man in love with a girl. The
"Canteen Kahani" idea presented viewers with an entire experience. Wall's does not rely on
advertising billboards because they think that the more people see their goods, the more they
maintain their place in the minds of consumers. Wall believes that once a person passes through
a billboard, he forgets what he saw within 30sec (may). The management of Wall also takes the
view that billboards are relatively costly media of advertising that cannot capture and hold the
attention of consumers for longer periods of time. Wall backed the Pakistani band song 'Jal-the
band' and starred his chief singer, Farhan Akhtar, in a further effort to catch the attention of the
young people.

5.6. People:
Almost everyone who has an audience will make an impression at some point. As customers are
the most important part of any brand, wall’s cornetto reputation lies in the hands of its staff.
Walls has trained its employee very well. Their attitude with their customers is very polite and
soft. Owing to a happy customer, wall’s cornetto has earned the name and fame. The internal
environment of the brand is very cosy, and the staff is taking care of the products in a very
professional manner.

5.7. Physical Evidence:

For the customer, it is very difficult to choose a brand that has no future or evidence. However,
the physical evidence provided by walls have confirmed its customer assumptions. Walls has
engaged his customers in feedback, and that is the reason they have gain market hold.

5.8. Process:
Many customers do not buy a product or services, and they only invest in the process. The
delivery process strategy of walls cornetto ice-cream is very satisfactory. They have a user-
friendly attitude, and it has attracted a lot of customers. Thus, it has created a socio-cultural and
friendly environmental system for the brand.

6. Competitor analysis:
After recognizing the current and the future near rivals, there are significant steps in the study of
competitors. The analysis examines the strategic achievement of the goals, strength and
 weaknesses as well as the actions and the possibility that each person will change its strategy and
will react to each other's moves. The analysis includes an examination.
There is no major competitor of Wall’s Cornetto Nationwide presents but now the Omore is
going to be its majors competitor in the near future”.

7. SWOT Analysis:

Strengths Weaknesses Opportunities Threats

 Perception about  If any

 Strong brand  Perception about the the company is that multinational
equity company is that it is it is specially made company
 Quality product specially made for for high class launch ice-
 Larger dealer’s high class consumers. consumers. This cream
network This perception is perception is product then
 Countrywide affecting company affecting company it will be a
availability image although image although big threat for
 Production under Wall’s is making ice Wall’s is making the company
Unilever brand is cream for every class ice cream for every but up till
one of the biggest and they have those class and they have now
strengths for products which are those products company is
company ranging from 5 to 30 which are ranging not facing
which can be from 5 to 30 which any kind of
 (using latest
affordable for the can be affordable threat.
technology for the
poor people. for the poor people.
manufacturing of
 Weather barrier is  Weather barrier is
the ice cream and
all systemic also the factor which also the factor
computerized) is affecting the which is affecting
production of the ice the production of
 Unique innovative
cream and can be the ice cream and
packing
taken as a weakness can be taken as a
for the Wall’s weakness for the
 Product price high Wall’s
with respect to the  Product price high
competitor in some with respect to the
flavors competitor in some
flavors

8. References:
 https://en.wikipedia.org/wiki/Wall%27s_(ice_cream)
 https://en.wikipedia.org/wiki/Cornetto_(frozen_dessert)
 www.wallspakistan.com
 https://newyorkessays.com/essay-swot-analysis-of-walls/