First of all we are thankful to
who gave us the ability to complete
this task and we would like to
dedicate this project to
and to our respected teacher (Sir
Hafiz Ahmad Ashraf) who assisted
us to complete this task.
3. AWESOME GROUP
Group Member Roll Number
Usman Quddos(L) 0025
Absar Zia 0024
Zubiar Ahmad 0023
Sajjid Mehmood 0028
Abu Bakar Javid 0027
6. Company History & Background
In 1993 Lever Brothers formulated a team to search
for new business potential in Pakistan. The team
concluded that there is a lot of potential in ice-cream
market in Pakistan and Lever Brother should enter the
ice-cream market without any hesitation and so they
decided to launch WALL’S Ice cream in Pakistan.
WALL’S is an SBU of Lever Brother--the biggest ice
cream manufacturers in the world. and second to it is
Nestle The WALL’S wanted to enter Pakistani Market
through acquisition strategy; it wanted to acquire Polka
to minimize the time it needed to capture the market.
But initially Polka demanded very high price for their
7. So WALL’S established an ice cream factory in Pakistan
within eleven months which is a record time. And in
February 1995, WALL’S launched with twelve products.
After the launching of WALL’S it gave tremendous
services and Polka loosed its market share by a huge
extent. But Polka spread a rumor that Nestle is coming
through Polka which obviously WALL’S did not want, so
they purchased Polka in 1997. This acquisition made
WALL’S an unchallenged market Leader and it also
emerged as the “Impulse brand” with new level of
excellence in take-home or desert ice cream. WALL’S
was launched firstly in Lahore in 1995 and later year in
Karachi and Islamabad. In 1996, it was launched in
Faisalabad and in 1997 it was launched in Multan,
Quetta, Hyderabad, Peshawar and Sukhar as well. After
the acquisition, Polka became a brand under WALL’S.
8. Executive Summary
• Opportunity: (Mission is to add Vitality to life.)
Environment and style is refined and sophisticated in order
to reflect a sense of taste. With changing lifestyle,
preference for deserts in our country has also changed.
Now instead of traditional sweets a lot of people have
developed a taste for ice cream. By keeping in view this
opportunity Walls always catch the first mover advantage
by adding new product in its existing product line and create
a USP (unique selling proposition) in its product. Now we the
team of walls decided to launch new product having a
feature of DATE and LEMON.
• Walls guaranteed Halal – Statement;
All Wall’s ice creams produced by Unilever Pakistan are
9. PEST ANALYSIS
There is always political instability in Pakistan so we will try to follow
such rules and regulations and laws that even if there is a political
change in the country no one can comment on our strategy and
demand a change in our business.
We also studied the factors that affect the consumer buying power.
These factors include inflation, deflation etc. So we have formulated
such a strategy that is not much affected by changes in the
economic condition of the country.
Increasing globalization has increased the influence of western
culture in Pakistan. The life style of Pakistani people is changing
rapidly people are more conscious about their health. To meet the
demand of rapidly increasing population, we are trying maintain our
quality standard through TQM (Total Quality Management) so that
people live happy and healthy life
Technology in Pakistan has not yet been so advanced but now a days
awareness about technology is increasing very fast and walls from
the very first day trying its best to use updated technology to
produce quality goods.
10. PORTER 5 FORCES ANALYSIS
THREATS OF THE ENTRY OF NEW COMPETITORS
THREATS OF SUBSTITUTE PORDUCT.
BARGAINING POWER OF CUSTOMER
BARGAINING POWER OF SUPPLIERS
THE INTENSITY OF COMPETITIVE RIVALEY
• Wall’s is consumer product with a very long
range of ice cream brands.
• 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.
13. Wall's Product Life Cycle
• Wall's is standing on maturity stage with
65% of total market share 5%
• 65% Walls, 30% Omore, 5%other
• Wall’s is a leader in ice cream market.
• To survive in the market Wall's
introduce time to time their new flavors
different promotional schemes.
15. Features of Product
Brand Name Fresh cream from
Filled with Date farms.
energy ISO 9000 & 9001
Funky Soar Taste (International
Packaging Organization for
Design and Color Affordable Prices
High Quality Purely Halal
16. Pricing Strategies
• The management of Wall's intelligently
using both the skimming
and penetration pricing strategy.
• The brands which having price more than
Rs. 35 is skimming pricing strategy and
brands having prices less than Rs. 35
adopted penetration pricing strategy.
• By adopting skimming they are earning
more profit and by penetration they
attract the customers and consolidating
position in the market.
19. Promotion Strategies
• Ice Cream makes you happy – its
• “Our aim is to spark the taste and
feeling of summer in everyone’s 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
20. Promotional Objectives
• Promotional objectives of
the WALL’s ice-cream are as follows
Estimated budget of WALL’s of
promotion is Rs.10 million (est.)
21. Sources Of Promotion
TV Shop boards
Billboards Sponsorships of pop
News papers stars, actors,
Radio Event arrangements
Banners Stop Board Ads
Pamphlets Fun carnival carried
out in different
Stands in shops parks such as
22. • There are two main distribution strategies which are
– Pull strategy
– Push strategy
Walls have very effectively used both of there strategies
and its distribution plan has elements of both of them.
• Push Strategy
Features of push strategy include incentives like free deep
freezers, discounts on bulk purchases and eligibility for
schemes such as free camera tickets based on specific
columns of ice creams sole.
• Pull Strategy
Pull strategy is supported by advertising campaign that
reminds and persuades customers to buy ice cream. This is
facilitated by price off which are frequently offered by the
• The local market situation
• The buying trend of the people
• The nature of the product. All convenient stores
• Superstores and Bakeries
• Restaurant and Hotels
• Spot Point Dealers (SPDs)
These spots are where people go out for purchasing, for eating
and enjoyment and often makes impulse buying. Through this
Wall’s increase its sales
• A distribution channel consists of the set
of people and firms involved in the flow
of title to a product as it moves from
producer to ultimate consumer or
• A channel of distribution always includes
both the producer and the final customer
for the product in its present form as
well as any middlemen (such as retailers
• A distribution channel consists of the
set of people and firms involved in the
flow of title to a product as it moves
from producer to ultimate consumer or
• A channel of distribution always
includes both the producer and the
final customer for the product in its
present form as well as any middlemen
(such as retailers and wholesalers).
• The most commonly used distribution channel in the
market for tangible products to ultimate consumer,
• Producer Consumer
• Producer Retailer Consumer
• Producer Wholesaler Consumer
• Producer Agent Retailer
• Producer Dealer Retailer
• Producer Warehouse Retailer
29. Wall's Distribution Channel
Wall's select this channels
because its target market is
urban as well as rural area and it
is not possible for the Wall's to
place its product to all the
segments directly or with short
30. Innovation in 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
everywhere city, town, street, market etc.
• In tricycle the soft music continuously singing
a bell witch is the identification of Wall's.
33. Segmentation on Income Classes
It includes the elite or higher income class who can
afford even the most expensive items without much
Upper middle class;
This class includes people with moderate kind of
income. These people normally take the taste and
affordability both into consideration
Lower middle class;
These are the people with very little income to spend.
These people usually prefer the low price and
economy than taste and preferences.
34. Segmentation on Age
Adults will mostly prefer the quality product which not
only fulfill their taste and preference requirements but
also reflects their personality.
Teenagers don’t have any specific taste and preferences.
New products and new ideas always attract them.
Kids normally do not have a great know-how of the
taste. They are not concerned with the taste of ice
cream and they just want ice cream.
• Financially Strong. • Pure milk is not used in
• Wide distribution, due ice cream
to establish • There is no variation in
distribution channels. Taste.
• High Quality
• Good image in the mind
• Aggressive Promotion
37. Opportunities Threats
• Gap in Mkt. for diet • Omore is also new
ice cream & Cake ice comer, but rapidly
cream, which Wall's increase in their
can cover because they Market share is a big
are more, establish threat for Walls.
• 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.