University Of Education Lahore, Multan campus

Prepared by : Abdul Wassay Salman gujjar Abdul Munim Sibte Hassan Mubashir Mustafa BBA 4th

semester

Introduction to Unilever

Unilever was formed in 1930 in result of business mergence b/w Margarine Unie and Lever Brothers.Diversified Businesses Unilever Pakistan LtdLargest consumer products company in Pakistan.Food and DrinkHome CarePersonal care

Introduction to Wall’s Unilever is the world's largest ice cream manufacturer, operating

under the Heart brand,which are sold in more than 40 countries.

WALL’S has its 38 plants all over the world. And has a share of 22% of international ice cream market. In Pakistan it is 35-40% of total ice cream market.

Wall’s started its factory on Multan Road(Bhai Pheru) in Lahore in 1995. Bringing some of the most loved brands in the world like Cornetto, Magnum, Paddle Pop, Carte D’or and Creamy Delight.

WALL’S was launched firstly in Lahore then Karachi,Islamabad. In 1996, it was launched in Faisalabad and in 1997 it was launched in Multan, Quetta, Hyderabad, Peshawar and Sukhar as well.

All Wall’s products are made with Halal ingredients in a Halal compliant manner

Information pertaining 5 P’s(2.1)Product: PRODUCT MIX Number of Products being produced = 58 Width of wall’s = 6 Product Line Length: Paddle pop = 12 Local Jewels = 10 Cornetto = 7 Magnum = 5 Creamy delights = 1 Carte D’OR = 8Target Market : How segmentation is done? 1)Geographic 2)Demographic 3)Psychographic

4)Behavioral(2.2) PRICE:Price strategies PRICE ON THE BASIS OF INCOME CLASSES,Age Skimming (Magnum,Creamy Delights,Carte’dor) Penetration (Paddle Pop,Local Jewels,Cornetto)

(2.3) PLACEWalls has extensive distribution.Pakistan is divided in three major sections.1) North (Islamabad, Peshawar and Northern areas)2) Central (Lahore and Central Punjab)3) South (Sindh and Baluchistan) DISTRIBUTION CHANNEL•At right place•At right time•In right conditionWALL’S is using two types of distribution channels,

both are indirect channels.1st Channel 2nd Channel PRODUCER to Tricycles DISTRIBUTOR to RETAILER to Ultimate CONSUMER

(2.4)PACKAGING:  Packaging of ice cream is done by the company

itself. Imported material is used for the packaging usually

imported from china. Ice Cream sticks are also imported from china. Packaging is done in attractive wrappers usually. Colorful wrappers are used for Paddle pop which is

very much popular in children. Buckets are also used for packing family packs.

(2.5)Promotion

Advertisement

Awareness

Intrest Desire Action

Consumer promotion Schemes like scratch and win is

currently available on creamy delights. Previously they gave bikes by lucky

draw. Retailer promotion New freezers are provided by

company. The company replace 60% damage

stock.

(2.5)Promotion

ORGANIZATIONAL ANALYSIS

PESTEL analysis ( Unilever )

1) Political Factors

2) Economic Factors

3) Socio-Cultural Factors

4) Technological Factors

5) Environmental Factors

6)  Legal Factors

SWOT Analysis ( Wall’s)

Strength  Massive distribution.Wall’s a strong brand

name. Unbeaten taste,

quality.

Weakness Brand name. No variation. Buying power.

Opportunity Tie-up with food chains, restaurants. 53%of our business comes from emerging markets.

Kulfi. Local ice creams parlors. Competitors. Electricity Issue.

BCG Matrix

Competitive Analysis

51%

24%

13%

7%5%

Walls O'more Hico yummy others

Green Environment Social

Responsibilities

Freezers

The packing material

The cold storages

Furnishing of schools

Social events

‘Mission Taleem’

Recommendation

Mobile vans. Sugar free products. Door to door promotion. Special discounts.