University

of Central
Strategic Marketing
S i r Fa r o o q Q a i s e r
Punjab
Name&Reg:
Ali Haider
43
S u b m i t t e d To

Class&Sec:

Usman Tariq

49

Waqar asim

50

Zia ur rehman

53

MBA 1-B

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Table of Contents
Walls Unilever brand....................................................................................................... 5
HISTORY OF WALLS- A UNILEVER HEART BRAND...........................................................6
Unilever Is the Worlds Largest Manufacturer..........................................................................6
Launch of Heart Brand...................................................................................................... 6
Heart brand in Pakistan..................................................................................................... 6
Mission Statement............................................................................................................ 6
Vision Statement.............................................................................................................. 6
Objective of WALLs........................................................................................................ 7
SWOT ANALYSIS.......................................................................................................... 7
STRENGTHS............................................................................................................. 7
WEEKNESSES.......................................................................................................... 8
OPPORTUNITIES...................................................................................................... 8
THREATS................................................................................................................. 9
Direct competitors can affect market share. Porters Five Forces Model............................9
Threat of New Entrants................................................................................................ 9
Threat Of Substitutes................................................................................................... 9
Buyer Power.............................................................................................................. 9
Supplier Power......................................................................................................... 10
Competitive Rivalry:.................................................................................................. 10
COMPETITORS of WALLs:............................................................................................ 10
Direct competitor of walls........................................................................................... 10
Indirect competitors:................................................................................................. 10
Where walls position itself in world and in Pakistan?...............................................................11
WORLDWIDE RANKING OF WALLS:.............................................................................11
RANKING OF WALLS IN PAKISTAN............................................................................... 11
Where does our brand lie?................................................................................................ 11
Product Life Cycle Diagram............................................................................................. 11
UNILEVER PESTEL ANALYSIS...................................................................................... 12
Political and legal analysis........................................................................................... 12
Economic analysis..................................................................................................... 12
Societal and Ecological Analysis...................................................................................13

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Technological Analysis................................................................................................ 13
4Ps OF WALLs:........................................................................................................ 14
Product:.................................................................................................................... 14
Brand Name.......................................................................................................... 14
Brand Mark:........................................................................................................... 15
Pricing :...................................................................................................................... 15
Pricing strategies........................................................................................................... 15
Skimming Pricing:.................................................................................................. 16
Penetration Pricing:............................................................................................... 16
PRICING STRATEGY................................................................................................... 16
Placement:................................................................................................................... 17
Promotion:................................................................................................................ 17
Promotional mix....................................................................................................... 18
1. Promotional Objectives...................................................................................... 20
2. Tasks.................................................................................................................. 21
3. Cost/Budget....................................................................................................... 21
Promotional Tools...................................................................................................... 21
1. ADVERTISEMENT:............................................................................................... 21
2. SALES PROMOTION............................................................................................ 22
3. Public Relations................................................................................................. 23
Packaging................................................................................................................. 23
Omore ice cream........................................................................................................... 25
Introduction.................................................................................................................. 25
History of Engro food limited............................................................................................ 26
Mission & vision........................................................................................................... 27
Mission................................................................................................................... 27
Vision..................................................................................................................... 27
Microenvironment of Omore ice cream................................................................................ 27
Company Resources.................................................................................................. 28
Personnel of organization............................................................................................ 28
Organizational Structure and Culture:..........................................................................28
Macro Environment........................................................................................................ 29
Demographic Environment............................................................................................... 29

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Political Factors:....................................................................................................... 29
Economic Factors:..................................................................................................... 29
Socio-Cultural Factors:.............................................................................................. 29
Technological Factors:................................................................................................ 29
SWOT Analysis............................................................................................................. 30
Strengths................................................................................................................. 30
Weaknesses.............................................................................................................. 30
Opportunities........................................................................................................... 30
Threats.................................................................................................................... 30
Market segments:..................................................................................................... 31
Geographic:........................................................................................................... 31
Demographic:........................................................................................................ 31
Behavioral:............................................................................................................ 31
Target Market:....................................................................................................... 31
Marketing Mix........................................................................................................... 31
Product:.................................................................................................................... 31
1.Product Variety:.................................................................................................. 31
2. Augmented product:......................................................................................... 31
3. Quality:.............................................................................................................. 32
4. Product Name:................................................................................................... 32
5. Packaging:......................................................................................................... 32
Price:........................................................................................................................ 32
List Price:............................................................................................................... 32
Place:........................................................................................................................ 32
1. Channels:.......................................................................................................... 32
2. Coverage:.......................................................................................................... 32
3. Transport:.......................................................................................................... 33
4. Locations:.......................................................................................................... 33
Promotion:................................................................................................................ 33
BROADCAST MEDIA............................................................................................... 33
PRINT MEDIA......................................................................................................... 33
Recommendations:......................................................................................................... 34

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Walls Unilever brand

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HISTORY OF WALLS- A UNILEVER HEART BRAND
Unilever Is the Worlds Largest Manufacturer
Unilever is the world's biggest ice cream manufacturer; with an annual turnover of 5 billion.
Wall's is the brand name of Unilever's Heart brand ice cream business, used originally in the
United Kingdom.

Launch of Heart Brand

Though Unilever has been selling ice cream globally for years, the Heart brand was launched in
1999 (and slightly modified in 2002) as an effort to increase international brand awareness and
promote cross-border synergies in manufacturing and marketing.

Heart brand in Pakistan

In Pakistan the Heart brand is called Walls and it is one of the most active players in the market
and is striving to offer lighter, healthier products as well as providing old favorites, hence
catering to a variety of diverse tastes.

Mission Statement
TO PROVIDE BEST QUALITY AND CAPTURE MARKET LEADERSHIP.
WALLS have enlightened its mission statement in different manners for their consumers. Have a
look at some of them:
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.
Adding vitality to life- responsible about good nutrition
Taste good, feel good and get more out of life.

Vision Statement
WHEN YOU MEAN ICE-CREAM YOU MEAN WALLS.
Taste the fun side of life

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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.
Making you happy
Few foods are guaranteed to put a smile on people's faces like ice cream and wall is one of those.

Objective of WALLs
To maximize profit: WALLS is capturing its market for the last 15 years and thus earning the
highest profit with respect to its competitors. Its profit is increasing every year and thus gaining
loyalty of its customers.
To capture greater market share: WALLS acquire about 68% of total market share of Pakistan.
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.
To earn goodwill and good reputation for the company: WALLS is providing its customer the
best quality product in a wide range of taste, flavor and thus getting pleasure and thus
maintaining their loyalty status.

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

WEEKNESSES
Pure milk is not used in ice cream
There is no variation in Taste.
Low market penetration in rural areas.
High dependence on imports for basic raw materials.
Broad array of product allows attacks from niche players.

OPPORTUNITIES

Gap in Mkt. for diet ice cream & Cake ice cream, which Wall's can cover because they
are more, establish than others.
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.
High margin ice cream business.
High growth, high margin.
Expansion Reaching all segments.
Catering to Health Consciousness people.
Acquisitions of small players.

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THREATS

Rising inflation can reduced margins and demand.

Potential depreciation of rupee.
Omore is also new comer, but rapidly increase in their Market share is a big threat for
Walls
Increasing cost of packaging material in international market.

Direct competitors can affect market share. Porters Five Forces

Model
1.
2.
3.
4.
5.

Threat of new entrants

Threat of substitutes
Buyer power
Supplier power
Competitive rivalry.

Threat of New Entrants

This potential threat will always exist in every organization. But an organization like Lever
Brothers Pakistan Limited this threat is very minimum because you need a giant to compete with
another giant like Lever Brothers Pakistan Limited and in a relatively small market like Pakistan,
they are enjoying the highest market shares in most of their product categories like ghee, oil,
soaps, spread, fabric care, etc. so, they face no threat of any new entrant.

Threat Of Substitutes
Same as in the case of new entrant no as such threat they are facing.

Buyer Power
To determine buyer power one condition is always necessary i.e. the buyers are few so they exert
power over an organization. But this condition is not present in case of Lever Brothers Pakistan
Limited, they have very diversified product categories and within each category they have brands
targeted at almost each and every segment of the market so they dont face the buyers power as
such but still customer is king and they do have to pay a lot of attention to buyers being a
consumer product company.

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Supplier Power
Suppliers dont exert any power over Lever Brothers Pakistan Limited rather Lever Brothers
Pakistan Limited provides buyers power in this case, nobody would like to lose a buyer like
Lever Brothers Pakistan Limited so, they dont face any significant supplier power.

Competitive Rivalry:
Competition is intense but not cut throat competition and all of them avoid frontal assault or

COMPETITORS of WALLs:

Direct competitor
Indirect Competitors

Direct competitor of walls

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.

Walls vs. yummy

Walls vs. scoopers

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Walls vs. o more

Where walls position itself in world and in Pakistan?

WORLDWIDE RANKING OF WALLS:
Walls products are sold in more than 40 countries.
Walls is ranked as # 24 in Newsweeks list of Asias top brands.

RANKING OF WALLS IN PAKISTAN

In Pakistan ranking # is 1. As walls is one of those ice cream companies which is best capturing
and targeting the market as well as consumers. It has segmented the market in the most suitable
manner. It has the highest spending and highest earnings.

Where does our brand lie?

In order to see in which stage our brand is lying have a look at product life cycle:

Product Life Cycle Diagram

WALLS

UNILEVER PESTEL ANALYSIS

Political and legal analysis

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Unilever is subject to local, regional and global rules, laws and regulations. These rules and
regulations cover diverse areas such as product safety, product claims, trademarks, copyright,
patents, employee health and safety, the environment, corporate governance, listing and
disclosure, employment and taxes. Important regulatory bodies in respect of business include the
European Commission and the US Food and Drug Administration. Failure to comply with laws
and regulations could leave Unilever open to civil and criminal legal challenge and may result in
fines or imprisonment of personnel. Further, reputation could be significantly damaged by
adverse publicity relating to such a breach of laws or regulations.
During 2009-2010 almost 49% of Unilever revenue came from D&E markets including Brazil,
India, Indonesia, Turkey, South Africa, China, Mexico and Russia. These markets typically
proved more volatile than developed markets. Any government response to reduce the impact
such as fiscal stimulus, changes to taxation and measures to minimize unemployment have also
affected Unilevers economic performance.
In some regions Govt. has imposed heavy duties on imports and raw materials and it has a
negative impact on production capacity. However, Unilever is quite good in managing relations
with Governments.

Economic analysis
Unilever market environment is becoming highly competitive especially in the Western Europe.
Macroeconomic environment is highly uncertain which has affected micro economic
environment as well by creating a fear among ordinary consumers. Consumers would not want to
buy expensive product or brands due to current economic tide. Competition in EU has grown so
strong that Unilever is facing difficulties in places like France, Netherlands.
Economic Decline in business during an economic downturn has resulted in customer and
supplier default. Unilevers business is dependent on continuing consumer demand for its brands.
Reduced consumer wealth driven by adverse economic conditions has resulted in consumers
becoming unwilling or unable to purchase Unilever products, which has adversely affected cash
flow, turnover, profits and profit margins. Adverse economic conditions have resulted in the
impairment of some of intangible assets which are in the form of brand names. Adverse
economic conditions have affected in two ways i.e. one or more countries within a region or

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extended globally. However, recession has increased the demand for some of the home care
products. Unilever is operating in different market, which has reacted to recession in different
ways. In D&E markets volume led growth has been improved up to 7% in the first quarter of
2010.

Societal and Ecological Analysis

Unilever has developed a strong corporate reputation over many years for its focus on social and
environmental issues, including promoting sustainable development and utilization of renewable
resources. It is very conscious about safety and health of its employees and accident rate
decreased by 9% during 2009.
Unilevers vision is to help people feel good, look good and get more out of life with brands and
services that are good for them and good for others.
It has successfully maintained high social and environmental standards by designing and
producing products that are safe for consumers. Unilever is working on so many social welfare
projects like World food program and safe drinking water. Unilever is using environment
friendly materials and packing stuff. The Unilever brand logo now displayed on all products and
advertising, increases its external exposure. Unilever has built its image as an environment
friendly and socially responsible company.

Technological Analysis
Unilever has been spending on IT to improve its business especially in the area of e-business so
as to improve brands image and quality of its products.
Unilever know that failure to provide sufficient funding to develop new products, lack of
technical capability in the R&D function and quickly roll out the products may adversely impact
its cash flow, turnover, profit and profit margins and affect reputation.
High level of automation is one of the critical success factors of Unilever that differentiates then
from their competitors and serves as a source of competitive advantage. Today, Unilever is trying
to minimize cost through IT efficiencies at global level. In addition, Unilever Technology
Venture works in collaboration with Unilever R&D group to help Unilever meet consumers

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needs. Area of concern is genomics, advanced bioscience, advanced materials science and nano
technology.

4Ps OF WALLs:
Product:
A product consists of any good and service that can be
offered to the market to satisfy a need or want.
In the case of Cornetto, the product is the ice cream
production by the company.
Core Product: Ice cream, as a desert after meal.
Actual product: The high quality level, different tastes, flavours, packaging and the heart shape
icon.
Augmented product: provide tastes and hyginene as well as nutritional ingredients.
Ice cream may generally be categorized as convienent product, product which consumers buy
frequently, immedietely 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 beconvenience
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. 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

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brand name. The management of Wall's uses blue color for name, Red, yellow and white
background, which is very attractive.

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.
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 icecream, 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 abovethese 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 veryimportant 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.

PRICING STRATEGY
What was the pricing strategy used, and what was the objective of using this strategy?
As Cornetto is targeting middle and upper-middle class youth, the price of Cornetto is not that
high. They are targeting the same classes in all the places of Pakistan.

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Initially, when Wall`s entered the market, they had to introduce products other than the existing
companies and had to set their place at a normal range so that it was affordable for people to buy.
Wall`s set a specific price which was not too low nor too high because people might have
thought the quality is not good thats why the price is low or its very expensive. They had to
consider their variable cost, fixed cost n then decide the price.
Wall`s wanted to capture the market so they didnt wanted to do anything which reduced their
customers. The objective of the pricing strategy was that they wanted to get more customers and
retain the existing customers.
For Cornetto, Wall`s used product line strategy that a specific price was set for Cornetto. They
give incentives to the retailers those are at picnic spots because they know a lot of people will go
and have ice cream.

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.

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.

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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.
Our aim is to spark the taste and feeling of summer in everyones day. Life is there to be
enjoyed and we are the fun part of vitality. We constantly provide new products and experiences
that excite the senses and inspire people of all ages to 'taste the fun side of life--------Promotion Statement.
For any company to capture the market of its own wish and target, promotion plays the most
important role in fulfilling the quest for market share. Although the process of promotion is very
complex and can be looked in detail:
Ice Cream makes you happy its official!
Walls carried out scientific research which shows that ice cream actually makes you happy. The
study was carried out using FMRI brain scanners, and showed that eating Walls had an
immediate effect on the part of the brain that is activated when someone is really enjoying
themselves the please areas.
So we now have scientific evidence to prove what we all already knew, that ice cream really does
make you happy!

Promotional mix
Cornetto being a product of FMCG is being marketed by Walls mainly through
advertisements on television. The advertising strategy has been changed over the recent years
for Cornetto. In the beginning Cornetto advertising was done to give the consumers an idea of
the major ingredients used in making it like cream, nuts, chocolate and cone. But this strategy of
ingredient awareness in Pakistan has now changed from an ingredient awareness strategy
towards a more emotional (relationship building) strategy. Now Cornetto advertisements are
catering to get attention of the youth particularly, through its couple relationship and love
building adds. Since the beginning Cornetto has been targeting the youth but now its
advertisements are more focused.
Not only is walls mass marketing Cornetto through commercials but "walls" is also
sponsoring different television programs. Walls has sponsored Canteen Kahaani in a way that
it turns out to be a publicity campaign more than a sponsorship. Canteen kahaani was on aired
from Ary digital. This form of advertising is impulsive in nature. The concept of canteen

19
kahaani was to target college going youngsters and to focus on the life of a boy who falls in
love with a girl. This concept of canteen kahaani provided a complete experience to the
viewers. Walls does not rely on billboards and radio for advertising because they believe that the
more the consumers get to see their products, the more it will retain its position in the minds of
consumers. The managers at walls believe that once an individual passes by a billboard, within
45sec, he forgets what he saw. They also state that billboards are a relatively expensive medium
of advertisement which is incapable of capturing and retaining consumer attention over longer
durations.
In another attempt to capture the attention of the youth, walls sponsored a Pakistani bands
song namely, Jal-the band, and featured its lead singer Farhan Akhtar against bollywood
actress Amrita Rao. This strategy to capture the youths attention did tend to increase the youths
attention towards the product and promote it. Coming to print media, cornetto is being advertised
in Sunday and fashion magazines. On the other hand Cornetts special sales promotions are
publicized in newspapers such as dawn and daily times.
Walls is using internet as a medium of advertisement as well. In order to capture the
youth it has launched its personal website by the name of http://www.cornetto.com.pk to promote
its flip-the-lid sales promotion. Similarly, by keeping in mind the increasing usage and addiction
of websites such as orkut and facebook, walls is promoting Cornetto along with other items, by
getting accounts and pages built for the company.
Walls is not using any form of personal selling for any of its products. Instead it is
heavily promoting its products on the basis of sales promotion tactics. Cornetto like other FMCG
products depends heavily on its Point-Of-Purchase outlets. According to the belief of one of the
managers at walls our job is to lure the customer to the point of purchase. Once the customer is
there, begins our basic task, to attract him towards our P-O-Ps. walls strategy of P-O-Ps
including positioning their freezers at a place where they can attract customers eye before
anything else. Walls uses its heart-shaped monograms on all its P-O-P freezers. These freezers
are distributed free of cost to all sales outlets. Walls prescribes the positioning of its Cornetto
items to be above all the rest situated at a place where it can catch the consumers eye at most,
because it is the largest selling brand of Walls. The positioning of ice-creams depends on their

20
profitability. Walls is also attracting customers by posters of its products like magnum and
Cornetto.
Another sales promotion activity being used by walls Cornetto is flip-the-lid contest. Due
to the extreme success of its love-add featuring Farhaan (the lead singer of JAL-THE BAND)
and Amrita Rao, walls decided on pairing the two further in their flip-the-lid contest.
The basic theme of this contest was to encourage the customers to consume as many
cornettos as they can by giving them the incentives to win several items such as free credit,
mobile phones, tickets to jal concerts, have fan meetings with them on weekly basis. All the
consumers had to do was to flip the lid of their Cornetto cone, and text the pin code to the
desired number.
For strengthening itself in PR markets walls plans to capture consumer satisfaction by
holding events within and outside the company boundaries. Occasionally, walls invites samples
of people over for panel testing such as blind-testing and focus group testing. It also conducts
market surveys in order to keep in mind consumer preferences and perspectives.

1. Promotional Objectives
Promotional objectives of the WALLs ice-cream are as follows
Inform
Persuade
Remind
Companies inform the people when they dont know about the product, persuasion takes place
when people already know about the product and company forces them to buy the product and
when companies is selling enough quantities of a product it reminds consumers about the product
to keep the sales at the same level in future.
Promotion is important for firms in many ways. It helps to establish image of product, which the
manufacture wants to portray, and also the personality of product. It informs the people, creates
awareness and helps in positioning and repositioning of the product. With promotional tools
company can tell about the availability of product, company can justify prices or can
communicate the features of the product. WALLS is not promoting its products individually
because WALLS believe that the high quality it is providing through its products are more than
sufficient to prove its identity. We believe that now there is a need for WALLS to promote its
products separately as international competition is coming as well.

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2. Tasks
Selection of different promotional tools advertising and media schedules and what types of
message are delivered to the target audience.
WALLs uses Advertising and Sales Promotion.

3. Cost/Budget
Estimated budget of WALLs of promotion is Rs.2.5 million (est.)

Promotional Tools
1. ADVERTISEMENT:
WALLS is creating awareness about its new products such as supper Cornetto, Carte DOR for
this purpose it is using huge signboards on the major square of the cities and more importantly
both the print and electronic media for advertisement and for that it is following AIDA model.
Awareness: The WALLS uses print and electronic media plus the signboards initially just to
create awareness and knowledge about its new product as these days it is giving a lot of ads of
both of its newly launched product Super Cornetto.
Interest: As the public gets awareness of the produces of WALLS the next step is to create
interest among the target buyers about the product which is again done through advertisement.
Desire: The WALLS create curiosity among the customers and transform that curiosity into the
desire of the product.
Action: Finally to make the customer purchase the product this is the final thing to be done in
model. The WALLS follows a sequential pattern through which it strengthens its newly
launched products.
Or to put in another way, the concept can be very well understood with the help of the above
given building blocks:
Inform
Persuade
Remind
Companies inform the people when they dont know about the product, persuasion takes place
when people already know about the product and company forces them to buy the product and

22
when companies is selling enough quantities of a product it reminds consumers about the product
to keep the sales at the same level in future.
Promotion is important for firms in many ways. It helps to establish image of product, which the
manufacture wants to portray, and also the personality of product. It informs the people, creates
awareness and helps in positioning and repositioning of the product. With promotional tools
company can tell about the availability of product, company can justify prices or can
communicate the features of the product. WALLS is not promoting its products individually
because WALLS believe that the high quality it is providing through its products are more than
sufficient to prove its identity. We believe that now there is a need for WALLS to promote its
products separately as international competition is coming as well.
The theme of advertisement varies with the product image and positioning. But walls follow the
same theme internationally. The advertisements run on TV are made in foreign countries. The
objectives of advertising are the three basic ones which include informing, persuading and
reminding about different brands of walls.
WALLS have used all sorts of mediums of mass communication and one to one bases. The
mediums used in WALLS promotional activities are:
TV
Billboards
News papers
Magazines
Radio
Banners
Pamphlets
Stands in shops
Shop boards
Sponsorships of pop stars, actors, models
Event arrangements
Bus Stop Board Ads
Fun carnival carried out in different parks such as Racecourse Park

2. SALES PROMOTION
WALLS has been going a number of sales promotion activities like the:
Cycling System:
WALLS started its cycling system for awareness but after that its task was modified into doing
sales promotions for the company. And also cycling system has proved excellent in terms of sales
and promotion.

23
- Discount Coupons:
WALLS launches very low price products for the purpose of both market expansion and sales
promotion. Like Solo for Rs.2 and Liter pack for Rs.45 was also to boost sales.
Discounts and Offerings:
Walls offered 5% discount in off-season.

3. Public Relations
For strengthening itself in relationship markets WALLS is not only going for customer
satisfaction but also stressing upon building strong public relations. For example, under the
umbrella of Unilever, WALLS has been trying to part in charity activities and also to stay in
front in national and religion events. For instance events like Valentines Day. WALLS uses such
occasions to not only promote its sales but also to build strong public relationships through
sponsoring events on this day. Moreover, it has recently started organizing colorful Fun
Carnivals too, which is totally a family affair. This is just an instance WALLS tries to gain
maximum of such opportunities.
. Customers
Price discounts
Quantity discounts
. Distributors
Shares 50% of the distributors' expenses
Off season discounts: 5%
. Retailers
Free freezers to retailers
Investment on each retailer: Rs. 22,000
Free freezers maintenance

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.

24
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 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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Omore ice cream
Introduction
Karachi Engro Foods has recently expanded its brands portfolio by launching a premium quality
ice cream with the name of Omore. Omore started its sales from the city of Lahore because of
the culturally inheritor of celebrator of festival of colors i.e. the area in which we are interested is
food and beverages. Engro is one of the largest companies of this field and is a subsidiary of
Proctor and Gamble (P&G). engro has many consumer products. Some of its popular brands are
milk, omore, olper, trung, ollwe and trkha etc. engro started its operations in 2005. And presently
its headquarters is at Karachi. The Spring Festival, They have started off with 24 different packs
and flavors that attract kids and adults from all walks of life. Omore has initiated heavy
marketing campaign, lets review: By the end of March, every eye of Lahore was attracted
towards the catchy decoration of Lahore done by Omore. Other then the colorful advertising
streamers, they had sponsored PHA in decorating Lahore with artificial and colorful flowers etc.
Clearly, as they boasted off, Lahore really seemed to be in bloom. Believing in the fact that a
marketer believes that advertisement is not an expense, its an investment, and they have invested
a lot.
Omore ice cream encompasses a wide range of (typically) rod-shaped polymers that naturally
form into thin layers, as opposed to the more other ice creams. Some of these, the chill milky,
also tasty flavors, the particular direction of the customer toward Omore ice is due to its quality.
In 2009 the engro food launched Omore first time in the market surpassed sales for the first time,
and its sales figures relative to other food items is accelerating. Omore is quickly displacing the
only major competitors in the market. Like yummy, Hico, Omore, Chamman and Peddle ice
cream. By far, the most widely produced and sold today are, pushing all other formats into niche
roles.
Engro food distributes a wide variety of consumer durable products, primarily for the home.
Such as Olpers,

26
History of Engro food limited
Engro Foods (Pvt) Limited (EFL) was established in 2005 as part of a diversification process at
the Engro Group. The plant located at Sukkur (Sindh) on 23 acre land, has the raw milk reception
capability of 300,000 liters per day and UHT milk capacity of 200,000 liters per day. The project
cost was of $ 16 million and it provides direct employment to 750 people.
Omore ice, companys first brand was launched in March 2009 in 8 cities of the country
simultaneously. Since then two other brands Olpers cream and Olwell has been successfully
launched and has established Engro Foods Limited as a major player in the foods business
already. Our goal is to be one of the biggest players in the food business and our aim is to
dominate the food business. To achieve this we will settle for nothing less than the cream!
Engro Foods has entered the Food business through milk processing and sale with the companys
vision to pursue growth opportunities based on country fundamentals and own strength. It also
positions the company to leverage its corporate social responsibility initiatives and work closely
with rural communities to promote integrated farming and livestock development. This effort is
expected to play a pivotal role in poverty alleviation and improving livelihoods of the poor in the
milk collection areas.
Engro Foods will work with the Pakistan Poverty Alleviation Fund and its three partner
organizations to help implement sustainable business models that increase farmers profitability
and develop a positive social and business climate for growth and expansion of live stock and
other forms of value added agriculture. Engro Food Limited is one of the largest dairy product
manufacturers of Pakistan we do have following Brands;
UHT Milk - Brand Range
1.
2.
3.
4.
5.
6.

Olpers - 3.5% animal fat base in 250 ml, 0.5 liter, 1 Liter, 1.5% Pack size
Olwell - 0.9% fat (low fat high calcium recipe) in 1 Liter
Olper Cream (40% fat)
Tarang (7% veg. fat based tea whitener)
Tarkka (99.8% Butter Ghee)
Also planning to launch anhydrous milk fat very soon.

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Mission & vision
Mission
To be a respected and leading Family Company in

Vision
Elevating Consumer Delight Worldwide
Pakistan providing consumer durables to improve the quality and happiness of life of people through the
provision of consumer products at affordable prices and at every point of people means to all profession
of people either they are engineers , doctor, lower, teacher, farmer, childrens etc. The News has found
that almost all leading milk processing companies are present in the district for milk collection and some
of them have realized its potential as a centre for dairy processing.
Engro Food is no exception. Its state-of-the-art milk processes and Omore ice cream manufacturing
plants, opened in May 2005, are being upgraded to meet rising demand. He said Engro had already
achieved break even in 2009 and would hopefully earn a good profit in 2010. He said the company was
developing a Corporate Dairy Farm of international standards which would provide good quality milk to
consumers.
A sprawling livestock farm has been set up in Nara, Sindh with 2,300 high-yielding animals, he said.
The farm would be gradually developed in a way that it would become one of the biggest cattle farms in
the world in the next few years, comprising similar clusters in interior Sindh as well as in south Punjab.
Heart of the famous basmati producing zone in central Punjab, he said, Engro Foods has successfully
launched its ice cream brand; Omore; from Lahore and a few other adjacent cities from April 6th.
Pakistan has a branded ice cream market of ~70mn liters or PRs8bn. Capturing 5- 10% market share in
the initial phase could result in incremental revenue of PRs400-800mn for EFL. Earnings impact for EFL
will remain muted in the near term due to heavy promotional expenditure and investment apex on cold
storage and the second largest cold chain network among all FMCGs. To compete with Omore, EFL
needs to focus on investment in cold chain and aggressive marketing.

Microenvironment of Omore ice cream

Factors affecting within the organization are called the microenvironment of the product. This includes
the factors within the control of the organization which may impact upon the organization and or delivery
of the marketing plan.

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Company Resources
Engro food committed its own resources to acquire 'a local brand' and consolidate the ice cream market
for engro food limited Pakistan. Low gearing and reputation as a multinational blue chip give engro ready
access to capital at good terms to fund growth. In the local ice cream market not many have the capability
to invest in completely new technologies.
Financial assets of more than Rs.10 billion

Personnel of organization
People are the driving force for success. HR initiatives focused on encouraging empowerment and
transparency in the organization. Me and U, an interactive HR portal that brings employee information to
everyones desktop. Child Day Care center allowing employees to have their infants in close proximity
under very best care,

Organizational Structure and Culture:

Engro, a visionary organization.

Highly professional organization with the highly professional people.
The society is the family and look after of family is my own responsibility.

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Macro Environment
The following macro environmental trends are concerns that our product will focus their attention and
possible solutions to current trends identified. According to this environment our product is fall in
following macro environment.

Demographic Environment
The concern would be releasing more product than necessary to areas that does not have the population to
support the number of sales required to move the Omore from the Omore and other ice creams. The
current plan would be to ensure the distributor understands the more funds available for production and
distribute the like a flavor to areas that would support the highest number of customers for a given area.

Political Factors:
Political factors also affect the industry of ice cream. Omore ice cream is a newly product it is effected by
the political environment as much. As the political stability of the country from the last two or three years
remained very much disturbed and at present it is worsen to great to extent. People are reluctant to go
outside. Ice creams and desserts are such food products which are used and enjoyed at leisure time in
parks and restaurants but the wave of terrorism in the country has disturbed all such activities.

Economic Factors:
Political factors also affect the Economics of the country. Due to the instability of the economic factors
the ice cream industry is much affected .Omore ice cream is newly product which is also affected by the
economic condition of the country. Due to political instability and war against terrorism, the economic
condition of the country has badly deteriorated. The purchasing power of the middle class has very much
reduced and cannot afford to spend money on such extravagances like buying an ice cream and other
desserts.

Socio-Cultural Factors:
People eat ice cream for happiness. They come to the place where they can enjoy. The trend of outdoor
eating is becoming more popular. Some segments like youth and teenagers take it as a fashion. Omore ice
cream is eaten in all places of the country for freshness and taste because it has many formats and flavors.

Technological Factors:
Technology factors also play very important affect on the industry of Omore ice cream. Ice cream eating
remain popular in the country from olden times, people used to eat Kulfi or Kulfa, but with the
advancement of technology, taste of people totally changed. The people started liking ice cream with new

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flavors introduced by engro food for the omore ice cream that are almost 24 different formats and flavors
which are much tasty.

SWOT Analysis
Strengths
Strengths are internal capabilities that can help the company reach its objectives. The engro
Omore ice includes a fragrance and chilly flavors. Engro provide different flavors of Omore ice
cream and lick a flavors is one of the best due low price and quality.

It provide different types of flavors to provide customers value

Value pricing
Compatibility with affordable price and easy available facility also

Weaknesses
Weaknesses are internal elements that may interfere with the companys ability to achieve its objectives,
low awareness of brands among the people and disturbed network of distribution all over the country.

Lack of brand awareness and image

Lack of information provided by the company
Lack of information about the brand in villages areas.

Opportunities

Increased demand for multiple flavors and formats in the market.

Availability of diverse Product life cycle
Availability of product for consumer and business Use

Threats

Increasing competition
Downward pricing pressure
Compressed product life

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Market segments:
Geographic:
At the start the only market Omor served was Lahore. After the year they expanded their
business and entered in other cities as well. Omor covers Punjabis cities more strongly because
they are closer to its Sahiwal factory.

Demographic:
Omor has Ice cream for nearly all demographic segments. Take away packs and tubs for
Families, Ice-cones for teenagers and cups and ice-pops for children. They also include all
income groups as well.

Behavioral:
Omor is planning to be in among one of those Ice-cream companies who are offering diet Icecream for those people who have diabetes problem or are diet conscious .It is a large untapped
market segment which they are planning to serve soon. In this segmentation, they choose
occasional and benefit sought segmentation.

Target Market:
Omore choose Differentiated Marketing Strategy (develop different marketing mix for different
segments)

Families
Individuals (youth and adults)
Children

Marketing Mix
Product:
1.Product Variety:
Omore provides a wide range of dairy ice creams and frozen desserts.

2. Augmented product:
Provides ingredients and nutrition information on the packaging and contact information for
comments and queries.

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3. Quality:
Premium ice cream rich in calcium which is fresh every time and meets hygienic and nutritious
standards.

4. Product Name:
Froze ice pops, Nutty/ Caramel Cones, Strawberry/Mango/Vanilla Affair, Kulfi, Lick A Flavor, Froze
Cups

5. Packaging:
High quality and eye catching packaging. Packaging color ranges from red, blue, yellow, orange and
green. Packaging is colorful in order to attract children.

Price:
Market penetration pricing (A new product pricing strategy to keep in view the competition)To capture
the market, their pricing strategy is based onCompetition-based Pricing , the price of its competitor
(Walls) is more or less the same. Product line pricing classifies as

Frooze (5-10-12-15) Rupees

Rupees Range of family packs(150-120-105) Rupees
Rupees Range of individual ice creams(10-15-20-30) Rupees

List Price:
Price varies for different ice creams. Depending upon-Cups = 20rs-Cones= 30rs-Ice Pop: 10rsSoft serve ice cream= Rs 10-50-1Ltr ice cream Tub= Rs 150-2ltr ice cream Tub = Rs 275-

Place:
1. Channels:
Sells directly to the end user through retailers and shopkeepers. This is the trend in Pakistan
followed by manyFMCGs.

2. Coverage:
Omore ice cream for the time being is only available inlimited areas on Punjab, but now it is
available in many cities.

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3. Transport:
Ice creams are transported to retailers and shopkeepers through private transportation firms e.g.
Abu Dawood Logistics and also through a few trucks owned by the company. This is done in
order to remove transportation and vehicle costs.

4. Locations:
Available at large/medium sized and small bakeries, grocery stores and pharmacies in many
cities.
5.Sell their products directly to consumers using cycles and their own personnel.

Promotion:
360MARKETING TECHNIQUES

BROADCAST MEDIA

Ads on televisions.
Radio ads
Internet ( social networking FACEBOOK)

PRINT MEDIA

Vehicle Advertising
Outdoor billboards
Point of Sale Displays

Advertisements are mostly colorful reminiscent to their ice cream packaging.

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Recommendations:

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

health conscious.
Omore should increase its distribution area and should go in that area where Wall's is not

available.
They should continuously advertise on different media.
Concentrate on delicious taste not too sweet or too fruity.
Saving schemes should be introduced on special events like Ramadan. Through this their sale

will increase
Diversification strategy
Strategic alliances
Vertical integrations
cost efficiency
acquisition
Cost leadership by reducing the cost of R&D and Cost of production
Changes in their already existing brands for more cash generating product development
Market and Development Strategy
TQM
Omore should create a website for its customers and prospect Suppliers and other
stakeholders, as social page does not provide much information.
Omore keeps No exact database of Consumers, just uses brand trackers to monitor customers
buying trends.
Omore should keep a database of customers according to their buying habits.
Also data of major customers such as shopping malls, hotels, schools, etc should be kept