A REPORT ON

For your favourite icecream

just follow your heart

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 Acknowledgement

All praises to ALLAH Almighty who has blessed us with knowledge to

accomplish the task of completing this project. This project has given us a
chance to observe the practical work of an organization closely and the
condition of the market. Finally this project has enhanced our analyzing power
and sense of observation.

We all are very thankful to our respected course instructor Mrs. Rafia
Haroon who had assigned us this valuable project. It is our worthy
instructor’s kindness that we are at this level of knowledge. And under her
supervision, now we feel that we know the marketing management very well.

Our word of thanks goes to Mr. (Marketing Manager Walls)

for the manuscript he provided and his assistance over the entire period of the
operation of this project.

We would like to acknowledge and show our deep gratitude to

following persons Who helps us to accomplish our task:

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 Table of contents

Topics: Page No.

Executive summary 4
History of the company 5
History of the product 6
Competitors analysis 7
SWOT analysis 9
Objectives of Walls 17
Segmentation 14
Target market 15
Marketing mix strategies 16
Four P’s of Walls 17
Product 18
Pricing 21
Placement 25
Promotion 27
Recommendations 28

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EXECTIVE SUMMERY

For the purpose, to complete the assignment report on marketing management,

we have selected the tourism area. In the report, we have studied that what
type of tourist comes in Pakistan and what difficulties they faces in Pakistan.

For this purpose we collect the data from 60 tourists and developed 6
hypothesis for making analysis. We have applied different distributions to
tests the hypothesis like Z test, T test and chi-square.

In the end we have identified problems and also give their solutions for the
purpose that more and more tourists attract in Pakistan.

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 CHAPTER NO 1

HISTORY OF THE COMPANY

Lever Brothers Pakistan Ltd. is a subsidiary branch of British Company

UniLever. Unilever established in 1880 in Britain. Its founder was SIR
LORD LEVER. Its has a chain of directors, which are responsible for its
management. Its head office is in London. It's started its business in Indo-Pak
Subcontinent in 1888 with the name of Hindustan Lever Brothers.

After the independence of Pakistan, Lever Brothers with name the of Lever
Brother Pakistan Ltd. Started its business in Pakistan 1949. First product they
manufactured in Pakistan was sunlight Washing Soap. They started
manufacturing Edible Oil in Rahim Yar Khan in 1952 and soon started
manufacturing of Lux after tow years.

Now Lever Brothers Pakistan has many branch factories. Their Main
branches are in Karachi, Lahore, Rahim Yar Khan and Rawalpindi. The Head
of each branch is the branch manager.

HISTORY OF PRODUCT

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Lever Brothers Pakistan limited brought Wall's ice cream to Pakistan in 1995.
The instant success of Wall's and clear consumer preference for the brand
proved the willingness of the Pakistan market to support high quality,
hygienic, innovative product. Keeping in view the strategy, Wall's Launched
five new products at the start of the 1997 ice cream season, namely Cornetto
Mango, Feast Kulfa, Split Strawberry, Mini milk sammar and Solo Cola.
These products have not only fuelled volume growth but also helped in
maintaining and stimulating consumer interest. Moreover, the drive of
volume growth continued through geographical expansion with the addition
of new concessionaires and satellite towns.

Competetors Analysis

There are major steps in an analysis of competitors after identifying the

present and potential close rivals. The analysis consist of examine objectives
strategy performance, strength and weaknesses and than predicting the feature
behavior of each, including the likelihood that each will change it’s strategy
and how it will respond to move make by other.

Competitors Evaluation Process

Competitor Objective

Competitor Strategy

Competitor Success

Competitor Strength & Weaknesses

Competitor future behavior

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SWOT ANALYSIS OF WALL'S

Swot analysis enables the marketer or the business manager to exactly locate

1. What strengths or strong points his product has and on which he can
capitalise and earn more market share.
2. What weakness or weak points are they in his product or in the
external environment, which he could avoid and on which he should
work on and try to improve.
3. Which kinds of opportunities are there available for him, so that he
could cash on those opportunities?
4. And most importantly the threats that are faced by the company or the
product in the external environment in shape of the competitors and
other factors.

The fact that there are number of competitors in the market of ice cream and
there is going to be a lot of competition between the different products,
analysing the external environment becomes even more important. Following
this scenario where there is competition right from direct competition to
generic competition, Swot analysis becomes a key to success.

A complete analysis of the external environment is as follows.

STRENGTH

 Financially Strong.
 Wide distribution, due to establish distribution channels.
 High Quality
 Good image in the mind of Customer.
 Aggressive Promotion scheme's.


WEAKNESSES

 Pure milk is not used in ice cream

 There is no variation in Taste

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OPPORTUNITIES

 Gap in Mkt. for diet ice cream, which Wall's can cover because they are
more, establish than other's.
 Walls proves itself to be quality oriented product and maintain good taste
and standard, than it would be able to create a strong position in all
(Pakistan) for a long period of time.

THREATS

 Hico is also new comer, but rapidly increase in their Market share is a big
threat for Wall's.

OBJECTIVES OF WALL'S

The objective of wall's as under: -

 To defend current Mkt. share

 Sale Growth.
 Customer satisfaction.
 Continue product modification and improvement effort to increase
customer benefit and reduce cost.
 Expand production capacity in advance of increasing demand to avoid
stakeout.
 Develop a multiple line extension offering targeted to the need of several
users segment in the market.
 Meet and beat lower prices or heavier promotional efforts by competitors.
 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.

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 CHAPTER NO 2

SEGMENTATION OF MARKETING

Marketing Research
Marketing research at Walls is very organized. They have a reseach
department which condiuct research whenever they launch a new product.
Their r & d depatment analyze the marketing conditions for them. Apart from
this research which is conducted when a new product is about to launch,
research to get information about the general changes in trends, economic
conditions, etc. time-to-time research is also get done through these research
companies. Another important issue is the timely arrival of this information.
Since the continuous changes in the environment may lead to a decline, timely
and accurate information regarding these changes is important.
Walls market Segmentation, Targeting and Product Positioning Process

The market

Segments
(A, B, C, D, E, F)

Market targeted
(A, E, F)

Marketing programming each

Target segment

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Product Positioning
Each target segment
A market segment consists of a large identifiable group with a market. Buyers
are differ in their wants, purchasing powers, geographical location, buying
attitude and buying habits Walls have segmented market according to
consumer characteristics and consumer response.
Walls take advantage for both these strategies. In identical consumer
characteristics those whose geographical, demographic and psyhographic
characteristics are common and from an other those customer who give much
attention to benefits, occasions and brand.

Walls have divided market into these segments: -

1. Demographic segmentation.
2. Geographically segmentation.
3. Psychographic segmentation.
4. Behavior to word Product.

The wall's segmented the entire market into such segments, which are
differentiable through:-

DEMOGRAPHIC SEGMENTATION:

Age: Teenage, 20to40 years.

Family Size: 4 to 5 members.

Gender: Both male and female.

Income: RS 15,000 to RS 35,000.

Occupation: Professional, Technical and Students, businessman

Social Class: Middle Class.

Walls introduce the brands for the younger as well as the children's. Wall's
targeted both high as well as low-income gourds. In simple word we can say
that wall's introduce of all income and all age groups.

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GEOGRAPHIC SEGMENTATION

Region South Asian Region Pakistan, .

Density Urban, rulers

Climate Both Northern & Southern region of

Pakistan.

This is segmenting the market on basis of location the factors contributes in it

is mainly, the number of population of that area and the living standard of that
particular location. The wall's has been targeted both urban as well as rural
areas.

BEHAVIORAL SEGMENTATION:

Occasions: For regular occasion.

Benefits: Quality, taste

TARGET MARKET

It is the process of evaluating each market segmentents attractiveness and

selecting one or more segments to enter. Some time companies are able to
target every segment, because they are financially strong and they can arrange
a vast product line.

Wall's have been introduce different verities with different pricing of which
some of are has high price that can only attract high income group and wall's
has also different brands with low price which can be easily purchase by low
income groups.

Wall's is easily available in urban and rural areas all over the country.

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Wall's has been targeted every segment and we can say that wall's has a
Fragmented market.

POSITIONING THE PRODUCT

After realizing the need, potential in market and rapidly increasing growth and
market share of the product. The company launches a WALL ice cream and
expands its product line. Company tries to position it as an economical,
qualities, and variety of features. Which can be easily sell at any times
anywhere in the country. Company existing position in the market also helps
to position it successfully in Pakistan economy.

High Price

Brand A
Brand C

Brand B
Low Quality
High Quality
Brand D
Brand E

Low Price

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 CHAPTER NO 3

MARKETING MIX STRATEGIES

PRODUCT

Wall's is a consumer product with a very long range of ice cream brands.
Which are shown in the annexed table.

Products Flavors
Cornetto Mango, Classico, Strawberry
Mangum Mango
Feast Chocolate, Kulfa
Split Mango, Strawberry
Solo Mango, Kola Raspberry
Mini milk Samar, Kulfa
Paddlepop Banana, Rainbow, Chocolate-Fudge
Fruiti -------------------------
Topten -------------------------
Star Cup Vanilla, Mango Slash, Vanilla, Chocolate,
Strawberry
Family Pack (1 liter) Mango, Chocolate

Wall's has introduce a lot of brands with different flavors, the customers has
so many options to select the brand according to their taste. This creates a
good image in the mind of the customer which resulting the customer loyalty
about the Product.

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Product Differentiation

Difference in product features or performances are not the only way a

business can differentiate its offering. The customer services can also
effectively have maintained and advantage over competitor.

DIMENSION OF PRODUCT QUALIY IN WALL’S ICE

CREAM

To attain a substantial competitive advantage in product quality wall’s has

understood, what Dimensions customers perceive to under line difference in
quality across product. The Wall’s manufacturing prestige ice cream have
emphasis the first Dimension of product quality.

FUNCTIONAL PERFORMANCE

Walls have different brand ice cream that provides excellent performance of
various attributes as taste, quality, and nutrition. On the other hand Wall’s has
emphasis aggressively promoted a different quality Dimensions.

DURABILITY
(Related attributes of ice cream)

CONFORMANCE TO SPECFICATION

Absence of defect has been a major focus of the Wall’s. It has been the
primary focus of ice cream’s quality improvement program. Wall’s relied
heavily on broad product line.

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Features:

Wide variety of features both standard and optional to offset this shortcoming
on some of the other quality Dimensions.

Reliability

The reliability quality Dimensions of Walls ice cream refer to the consistency
of performance form purchase to purchase or to a product’s up time that it
perform satisfactorily over its life. Walls maintain a competitive advantage
based on reliability by deign product with several attribute, due to this reason
walls ice cream maintain a strong position in Market segment consisting of
large scale ice cream user.

Serviceability

The quality diminution of service ability refers to customer ability to obtain

prompt and competent services when customer needs ice cream. Wall
organization decided to provide 24-hour ice cream service any ware in the
city.

The many of this quality diminution can be difficult for customer to evaluate
particularly for consumer product. As a result consumer often generalize form
quality Dimensions that are move visual or qualitative.

Fit and Finish

A fit and finish Dimension helps convince consumer that a product is of high
quality. They tend to perceive attractive and well design as generally high
quality.

Quality Reputation of the Brand Name

The promotional activities of Walls that sustain that reputation are strongly
influence the consumer perception of a product’s quality in pursuing a
differentiation or cues the customer use to judge quality and to pay attention
to the seemingly less important but move visible attribute features of product.

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Due this quality Dimension Walls become a market leader and enjoying high
profit rate.

PRODUCT LIFE CYCLE

Product life cycles that can have a direct bearing on a company's survival. The
life cycle of a product can be divided in to four stages, which are as under:

1. Introduction
2. Growth
3. Maturity
4. Decline

A product life cycle consists of the aggregate demand for all brands
comprising a generic product category. A Company's marketing success can
be affected considerably by its ability to understand and manage the life
cycles of its products.

Management must recognize what part of the life cycle its product is in an any
given time. The competitive environment and resultant marketing strategy
ordinarily will differ depending on the stage.

PRODUCT LIFE CYCLE STAGES

INTRODUCTION
During the first stage of a product's life cycle, It is launched in to the market
in a full-scale promotion and marketing program. The entire product may be
new, or the basic product may be well known but have a new feature of
accessory that is in the introductory stage. There are a high percentage of
product failures in this stage. Operations in the introductory period are

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characterized by high costs, low sales volume, net losses, and limited
distribution. However for really new products, there is very little direct
competition.

Introduction Stage
The introduction stage is very crucial stage, because if the product is not
launched properly it will not be able to survive in the market for long. In
introductory stage the prices are normally high because normally innovators
adopt it and they are not price conscious. Wall's also adopt this pricing
strategies.

GROWTH
In the growth, both sale and profit rises, often at a rapid rate. Competitors
enter in the market in large number, if the profit out look is particularly
attractive. Number of distribution outlet increases, pricing may come down a
bit. Typically, profits starts to decline near the end of Growth stage.

MATURITY
During the first part of this period sales continue to increase, but at a
decreasing rate. Marginal producers are forced to drop out of the market. Price
competition intensifies.

DECLINE
After maturity stage the product start to decline, It is very important stage for
the product to survive in the market. The company should take steps to add
new features in their existing product.

POSITION OF WALL'S IN PRODUCT LIFE CYCLE

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Wall's is standing on maturity stage with 65% of total market share and Wall's
is a leader in ice cream market. To survive in the market Wall's introduce time
to time their new flavors and different promotional schemes.

CHAPTER NO 4

FOUR P’s OF WALLs

1.Product

A product consists of any good or service that can be offered to the market to
satisfy a need or want .

In case of Walls, the products are the ice creams produced by the company.

Applying the three levels of product in case of Walls

• Core Product: Ice creams, as desert after meals.

• Actual Product: The high quality level, different tastes, and shapes of the
Ice creams, packaging and the heart shape icon.
• Augmented Product: Walls provides taste and hygiene as well as
nutritional ingredients.

Ice creams may generally be categorized as Convenience Products, products

which consumers buy frequently, immediately and with minimum of
comparison and buying effort. Although in case of the Pakistani ice cream
market, consumers do give preferences to certain brands and compare quality
from one brand to another, yet we would still consider ice cream to be
convenience products, as they require minimum search effort and little
planning. They are widely available and within the category of convenience
products, they come under Impulse Products.

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Applying the concept of Product Quality, it is essential for Walls to pursue
Strategic Quality, gaining an edge over the competitors by consistently
monitoring consumers’ changing needs and wants and delivering better
quality and satisfaction through improved products.

Product Design may also be considered in case of Walls. Walls should alter
the style of a few of its product lines in order to attract more attention.

Brand Name

A name, term, sign, symbol, design, or a combination of these intended to

identify the goods or services of a one seller or group of sellers and to
differentiate them from those of competitors.

The brand name of product is "Wall's" which can be easily vocalized.

Brand Mark

Brand mark is a part of brand that appears in the form of a symbol, design, or
distinctive coloring or lettering. It is recognized by sight but may not be
expressed when a person pronounces the brand name. The management of
Wall's uses blue color for name, Red, yellow and white background, which is
very attractive.

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2. Pricing
Introduction:

"Price" is one of the most important "P" of the marketing Mix. Pricing is
important because it is a reward to the company and must be in hand to
complete the other three "P" of the marketing Mix. The pricing of the goods
and services performs a key strategic role in many firms because of the
deregulation intense global competition, Slow growth in many markets and
the opportunities for firms to strengthen market position. Pricing decision is
very important because the survival of a company in the market depends upon
Pricing decision. Pricing stratigy depends on pricing objectives.

Pricing Objectives

Companies use their price strategies to achieve one or many of the several
objectives. They may price for results (sales, market share, and profit) for
market penetration or positioning. Pricing objectives may be,
 Sales volume
 Profit
 Market growth

Pricing objective of Wall's are market growth, sales volume and also making
profit. To achieve these objectives Wall's oftenly add new features in the
product and also decrease its price.

Product Line Pricing

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Setting the price steps between various production in product line, based on
cost difference between the production, consumer evaluation of features, and
competitor's prices.

Wall's has very long range of its line of products. The various product line of
Wall's is as follows:

Products Flavors Price

Cornetto Mango, Classico, Strawberry
Feast Chocolate, Kulfa
Split Mango, Strawberry
Solo Mango, Kola Raspberry
Mini milk Samar, Kulfa
Paddlepop Banana, Rainbow, Chocolate-Fudge
Fruiti -------------------------
Topten -------------------------
Star Cup Vanilla, Mango Slash, Vanilla,
Chocolate, Strawberry
Family Pack (1 Mango, Chocolate
liter)

Price Adjustment Strategies

Wall's uses the same price strategies for all regions. They are giving 5%
discount to their wholesalers and 7% to their retailers. Company provides off-
season quantity discount (3 extra ice cream pieces on the purchase of a cart on
to their dealers.)

Pricing strategies

There are two main strategies for pricing, which the companies adopt.

 Market-Skimming Pricing
 Market-Penetration Pricing

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Skimming Pricing

Market skimming involves setting a price that is high in the range of expected
prices. This strategy is particularly suitable for new product because in the
early stages of a product life cycle, price is less important and competition is
minimum. Product user is from high-income group and they are financially
strong and they are not price conscious. Profit margin is high. We can not set
this strategy for a long period of time because after some time competitor
arrives in the market and competition among them start.

Penetration Pricing

 Establish distribution centers all the cities where the Ice-cream to be

supplied, these distribution centres will have a storing facility i-e a large
freezer room for storing the ice-cream, the temperature maintained in the
freezer room will be -50 degrees Centigrade. These distribution centres
will be responsible for the flow of product. They will take orders from a
market, fill them and provide on time delivery to the retailers. These
distribution channels will be run by the whole salers, they will required to
keep a certain level of inventory to fill the customers orders promptly,
completely and accurately. Each city will have one distribution centre that
will cover the whole city.

 As set earlier that ice cream is a very delicate food and should never be
allowed to rise above -18 C for super market products. Scoop ice-cream
should be stored and transported at -18 C, but may be dispensed by retailer
at -15 C. ice-cream is stored at colder temperatures than most other frozen
food and needs extra special care. When ice cream is allowed to rise above
these temperatures then this is called "Temperature Abuse". This will lead
to "Heat Shock", where large ice crystals form and the product starts to
shrink. These defects can never be reversed. So it becomes a very
important to transport ice cream in truck with heavy-duty freezers. The
distributor should always take care of trucks and keep them properly
maintained. Smaller trucks are used for deliveries within the city and big
one for the transportation of ice cream from production plant to the
distributors.

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3. Placement

Wall's introduced first time in history of Pakistan door to door service

facilities. That is Spot Point Dealer (SPDs), these are the mobile sellers. That
is great achievement of Wall's Ice Cream. Tricycle provides door to door
services that is way Wall's is easily available in every where city, town, street,
market etc. In tricycle the soft music continuously singing a bell witch is the
identification of Wall's. Through this Wall's also make sales promotion and
people oftenly made impulse buying which increases sales.

Walls also wants to get its ice creams available on the shelves of the millions
of retailers all over the country and in turn in the hands of the consumers. So it
uses distributors who can cater to the size of Walls and its consumer base.
These distributors make the ice creams made by Walls available to the final
consumers.

Here Walls uses “Indirect Marketing Channels”, that is it has intermediaries

(distributors) between the company itself and the retailers who in turn provide
their products to the final consumers.

In actual there are 280 distributors other than SPDs. These distributors break
up the large consumer base into regions and territories that they cover.

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4. Promotion

Introduction

The marketing mix activities of a product planning, pricing, and distribution

are performed mainly within the organization or between the organization and
its marketing "partners". However, with promotional activities, the firm
communicates directly with potential customers.
Promotion is the element in an organization's marketing mix that serves to
inform, persuade, and remind the market of the organization and its products.

Promotional Methods

The promotional mix is the combination of personal selling, advertising, sales

promotion, publicity, and public relations that helps an organization to
achieves its marketing objectives.

Personal Selling

Personal selling is the presentation of a product to a prospective customer by

a representative of the selling organization. Across all business, more money
is spending on personal selling then on any other form of promotion. Its
example is "SPDs" which is introduced by Wall's.

Advertising

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Advertising is the promotion of product or services through wide variety of
messages transmitted through different media.

Sales Promotion

Sales promotion is designed to supplement advertising and coordinate

personal selling. Include in sales promotion are such activities as contests for
sales people and consumer, trade shows, in store displays, samples, premiums,
and coupons.

There is a difference between advertising and sales promotion, "advertising"

describes messages carried in media owned and controlled primarily by
people other than the advertiser, and media controlled by the company itself
carries "sales promotion" messages.

Wall's Promotional Method

Wall's select to promote its product, personal selling, advertising, and sales
promotion. For personal selling it introduced "SPDs", for advertising, and
sales promotion it used printed and electronic media. Advertisement of Wall's
are eye catching and attractive. Through advertising it informs the consumer
about new brands and flavors.
For sales promotion Wall's introduced different Schemas which are:

 In solo ice cream, one ice cream piece is free in the packet.
 In max-cup the Wall's gives bubble gum free.
 The Wall's launch the scheme for 15% extra in top ten.
 In family pack i-e "Polka Red Top" special discount price scheme.

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5. Packaging

The activities of designing and producing the container or wrapper for a

product. Packaging serves several safety and utilitarian purpose. It may be a
part of a company's marketing program and it is help full to identifying
product among the competitor. Today, however, the marketing significance of
packaging is fully recognized, and packaging is truly a major competitive
force in the struggle for markets.

As walls is a perishable consumer product so it is carefully packed, so that it

can protect the product in its way to the consumer, provide protection after the
product is purchased, help in acceptance of the product from middleman and
help persuade consumer to by the product. Packaging of wall's also containing
information about the product.

Labeling

Labeling is another product feature that requires managerial attention. A label

is a part of a product that identifies the product, describes several things about
the product who made it where it was made, when it was made, its contents,
how is to be used and how to use it safely. A label may be a part of a package,
or it may be a tag attached directly to the product. Obviously there is a close
relationship among labeling, packaging and branding. Finally, the label might
promote the product thought attractive graphic. Descriptive label is used for

26
Wall's as it contains ingredients, nutritional contents and flavor of the ice
cream.

Design and Colour

One way to satisfy customers and gain a competitive advantage is through

skillful product design. In fact, a distinctive design may be the only feature
that significantly differentiates a product. Many firms feel that there is
considerable glamour and general promotional appeal in product design and
designer's name. In the field of business products, engineering design has long
been recognizing as extremely important. Today, there is a realization of he
marketing value of appearance design as well. Color often is the determining
factor in the consumer acceptance or rejection of a product.

Wall's is using very attractive design and beautiful colors for the customer
attraction. All the wrappers provide some ideas about the flavor, taste, quality
and freshness of the product.

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 RECOMMENDATIONS

In the end we are going to give some recommendation to Wall's that how can
they increase their sales and gain maximum profit.

 There is a gap in the market for Diet Ice Cream. Wall's should introduce it
because they are financially strong company. Through this they can capture
a big market of the people who are health conscious.

 Wall's should increase its distribution area and should goes in that area
where Wall's is not available.

 They should continuously advertised on different media.

 Concentrate on delicious taste not too sweet or too fruity.

 Saving schemes should be introduced on special events like Ramazan.

Through this their sale will increase.

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