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Introduction

Unilever Pakistan is the largest FMCG)

Company in Pakistan

Old name was Lever brothers

Manufactures home and personal care product,

beverages, ice cream and spreads

Grew through acquistions

Worlds largest manufacture of ice cream First manufacturing product was soap

Holds 18% of global market share First manufacturing product was soap

Founded by William Hesketh Lever in 1885 Grew through acquistions


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Wall`s The brand for ice cream is known as Wall`s

Walls is ranked as # 24 in Newsweeks list of

Asias top brands

Cornetto Idea of selling ice-cream cones

In 1959,Spica, an Italian ice-cream manufacturer introduced cone ice-

cream Spica registered the name Cornetto in 1960

Unilever acquired the company after 1962.

Initial sales were poor

Mass-marketing campaign helped increased sales


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GOODS CLASSIFICATIONPERISHIBILITY

Required Temp: -18C.Lifetime (Outoffreezer): 25 min.

Expiry: 10 months.

PACKING

Packaging: Multiple packaging

Small packs: Sticks

Cones

Cups

Take home packs:

liter packs

1 liter packs

Tubs

Bulk packs: 10 liter packs

Wall's Classic tubs Wall's cartons Wall's Cornetto

Wall's Magnum Wall's Moo Wall's Rocket

Wall's Spin Wall's Twister

Depicting the life style of its potential user.


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Target MarketIt is the process of evaluating each market segments attractiveness and selecting one or more

segments to enter. Sometimes companies are able to target, because they are financially strongand they can arrange a vast product line.

Walls is easily available in urban and rural areas all over the country. Walls has been targeted

every segment and we can say that walls has a Fragmented market.

MarketMarket AttractivenessAttractivenessMarket AttractivenessFactors

Market

Size

Growth including stage in product life cycle

Differentiation possibilities

Bargaining power of customers

Cyclicality and SeasonalityDistribution

Economicandtechnological

Investment intensity

Industry capacity

Technology

Barriers to entry and exit

Access to supplies

Competitive

Competitive structure

Competitive groupings

Substitute products

Price

Individual competitor analysis


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It is standing on the maturity stage with 65% of totalmarket share. To stay competitive in the market itneeds to introduce time to time new offers and flavorsand different promotional schemes.

Changingthe Marketing Mix:

Premiums & Gifts: Premiums and gifts are excellenttools for inducing initial trial, brand switching, andrepeat purchases.

Coupons: Coupons are a type of sales promotion andcan be even more effective than gifts or premiums forgenerating added sales for brands

Entertaining Advertising: Probably one of the bestthings that you can do at any stage of the product lifecycle is to have entertaining advertisements thatattract and hold people's attention.

Productlifecycle:


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HierarchyofMarketing Department

(salesforce)

National/Countrymarketing (sales)

manager

National/Country marketing(sales) manager

Zonalsalesmanager

Zonal sales manager

Area/territory

salesmanager

Area/territory sales manager

Salesofficer

Sales officer


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Marketing Environment

Micro Environment:

The Micro EnvironmentsoftheWalls Cornettoare:

The Company: departments, resourses

Supplier: provide inputs like cream, almonds and flavors

Marketintermediaries: helpthecompanytopromote,sellanddistributionitsproductstofinalbuyers,alsogivefranchisestotricycledistributioncompaniesandthey

furthermarkettheirproduct

Customer: TheWalls Cornetto Companymainlyfocusesoncustomermarketthat

consistsofindividualsand householdsfortheirpersonalconsumption.

Competitor: TherearenomajorcompetitorofWalls Cornetto Nationwidepresentsbutnowthe Omoreisgoingtobeitsmajorscompetitorinthenearfuture


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Marketing Environment

Demographic (size, density, location,

age, gender, taste and other statistics)

Economic Environment(income,buying behavior)

Natural Environment (inputs)

Political Environment: various limitsand taxes in the market

Responding to the Marketing

Environment


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Market Segmentation

Geographic Segmentation

Demographic Segmentation

Psychographic Segmentation Behavioral Segmentation


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Geographical:

Country (Pakistan)

City (Karachi, Lahore, Gujranwala)

Density(Urban, Suburban)

Climate(Southern)

Demographical:

Age(17-30)

Gender(Male, Female)

Income(30000+)

Generation(Generation Y)

Occupation(Students, couples)

Psychographic:

Social Classes (Working class,

middle class, upper middle, lower

uppers, upper uppers.)

Behavioral:

Occasions(Regular occasions)

Benefits(Quality, hygiene)

User Status(Nonuser, ex-user,

potential user, first time user,

regular user.)

User Rates(Light user, Medium

user, Heavy user)

Attitude towardsproduct(Enthusiastic, positive)

Taste(Classic, Almond, strawberry

lover.)


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Marketing Targeting(Undifferentiated Mass Marketing)

Marketing positioning

(price, quality, Uniqueness)


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Product development process

idea

generation

Idea

Screening

Concept

Development

&Testing

Marketing

Strategy

Development

Business

Analysis

Product

Development

Test

Marketing

Commercializa

tion


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Idea GenerationInternalsources

Product development teams

Formal research and development

Externalsources

Customers

Competitors

Distributors


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Idea ScreeningReduce the number of ideas

Product committee ask several questions?

Conceptdevelopment

An attractive idea must be developed into product concept

ConcepttestingTesting different concepts of ice cream with target consumers

Marketing Strategy DevelopmentTarget market

Positioning

Aim ofSales

Loss for first year

Flavors

Price


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Business analysesReview of sales, Costs, Profit projection

Product DevelopmentResearch and development or engineering department

Heavy investment.

Manufacture and test one or more tastes

Test marketing

Standard test market

Commercialization

Introduction timings

Where to launch ?


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Marketpositioning

Product for young couples.

Quality product

Unique recipe

No direct competitor

Huge advertisement and effective product

delivery Attaining major market share


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SWOT Analyses Strengths

Unique taste

No close/direct competitor

Geographical coverage(Karachi to

Mansehra)

Different tastes(presently nine), sizes

Hygiene environment production Financially strong

High quality

Good Image in the minds of

consumers

Wide distribution due to wide

distribution channel Aggressive promotional schemes

Weaknesses

Perishable product

Electricity failure losses

Freezers cannot retain

normal temperature for

long

Pure milk is not used in

ice creams

There is no variation in

tastes


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SWOT Analyses

Opportunities

New products(already have market share,name)

Ice cream parlors(spin bar)

Gap in Mkt. for diet ice cream, which Wall's can cover because they are more, establishthan 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 oftime.

Threats

Competitors

Gourmet(low price) Omore(competitor)

High profitability can attract competition

Nestle, Big competitor may come to compete

Charging more than tag price

Hico and Omore are also new comer but rapid increase in there market is a big threatfor walls.


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Industryanalyses Yummy

No promotions, less geographical access

Hico

90% revenue from family packs

Igloo

Restricted to karachi

Gourmet

Gaining market share through low pricing, limited outlets

Omore

Major emerging competitor, Market extention


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Product:

Core Product: Ice cream, as a desert after meal.

Actualproduct: The high quality level, different tastes,

flavours, packaging and the heart shape icon. Augmentedproduct: provide tastes and hyginene as

well as nutritional ingredients.

Brand Name: (name, term, sign, symbol, design, or a

combination of these) Brand Mark: (of brand that appears in the form of a

symbol, design, or distinctive coloring or lettering)

4Ps OF CORNETTO:


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Pricingobjectives

Salesvolume

Profit

Marketgrowth

Price Adjustment Strategies

Wall's uses the same price strategies forallregions. Theyare giving 5%

discountto theirwholesalers and 7% to theirretailers. Companyprovides off-

season quantitydiscount(3 extra ice cream pieces on the purchase ofa cart

on to theirdealers.)


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Pricing Strategy

Wall`s objective is to make profit, increase market sales and market growth

To achieve these goals new flavors are introduced in the market and prices aredecreased

Market penetration is done. Prices are set low to attract large number of buyern increase their market share.

As teenagers are targeted so prices are not at all high.

As Cornetto is targeting middle and upper-middle class youth, the price ofCornetto is not that high. They are targeting the same classes in all the places

of Pakistan.

For Cornetto, Wall`s used product line strategy that a specific price was set forCornetto. They give incentives to the retailers those are at picnic spotsbecause they know a lot of people will go and have ice cream.


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Distribution Strategy

Distribution channel consist of individual and firm whilemaking a product available to its consumers.

Distributed all over the country for easy access.

Widely available through walls tricycle that are roam around

Free freezers are given to shop owners

Vehicles are used to transport ice cream from factory tocompanys freezers n then to consumers

PRODUCER DISTRIBUTOR RETAILER CONSUMER


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Promotional Mix

Ice Creammakesyou happy itsofficial!

Advertising strategySales promotion strategy

Public relations strategy

Personal selling strategy


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Advertisingstrategy

Heavily advertised via television advertisements

Comparison of old and new advertising strategy

a. Ingredients

b. Relationship building

Sponsoring programs


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The activities of designing and producing the container or

wrapper for a product. Packaging serves several safety and

utilitarian purpose, part of a company's marketing program and

it is help full to identifying product among the competitor.

Labeling :

product feature that requires managerial attention. 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,

part of a package, close relationship among labeling, packaging and brandin

Descriptive label is used for Wall's as it contains ingredients, nutritional contents and

flavor of the ice cream.

Designand Colour

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.

PackagingPackaging


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canteen kahaani more of publicity campaign rather than sponsorshipbeing impulsive in nature

Billboardsandradio

Advertisingcampaignby hiringFarhaan and Amrita Rao

Printmedia

a. Sundayb. Fashion mag

Salespromotionadvertisementsinnewspapers

a. Dawn

b. Daily times

Internet

a. http://www.cornetto.com.pk promotion of flip-the-lid


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Salespromotions

Success of adds resulted in flip-the-lidcontesta. Incentives like free credit, mobile phones, tickets toJal concerts, having fan meetings with them onweekly basis

2nd

mediumofdependence

Point-Of-Purchaseoutlets

a. Manager belief

b. Free monogrammed freezers and positioningc. Postersd. Canopy-like tents


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Public Relations Strategy

Holdingofwithinandoutsidecompany

events

Withinthecompany

a. Samplesofpeopleforpaneltesting

i. Blind-testing

ii. Focus-group


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Outsidecompany

a. Market surveys

b. Charity activities

c. Sponsoring of events like Valentines Day

Customers

Price discounts

Quantity discounts

Distributorrelationships

5% off-seasonal discounts

50% of distributors expenses

Retailerrelationships

Rs.22000 per retailer

free maintenance for freezers

Lever Raabta


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Survey Questions:

25%

45%

20%

10%

1.Whatisagebracketdoyoubelong

to

13-16 age

17-30 age

31-39 age

39 age and

above

51%

29%

13%

7%

Whatisthebrandoftheice-cream

thatyouusuallypurchase?

Walls O`more Hico Yummy

1

2

3

4

5

0

10

20

30

40

50

60

70

80

TastePrice

Flavor

Choices Packaging

1

2

3

4

5


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Survey Questions:

9%

29%

35%

27%

Incomebracket

5000-20000 Rs 20000-50000 Rs

50000-100000 Rs 100000 Rs and above

Howoftendoyoupurchase Cornetto?

Everyday

Once a week

Once a month

0 5 10 15 20 25 30 35 40

Love disc

Classic

Strawberry

Love chocolate

1. Whatflavorsofcornettodoyoulikethemost?


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THE END

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