Acknowledgement
Due firstly and mostly to "Allah Almighty" who gave us strength and potential to complete this assignment. We must acknowledge the valuable guideline provided to us by our respected teacher Mr. Salman Aizaz that enables us to complete this project. The marketing manager of Wall's in Rawalpindi who provided us the valuable information about Wall's would not out of place to endorse the co-operation extend it. In the end we give full credit to our class teacher Mr Salman Aizaz who gave full morel support, also his inspiration gave us confidence to complete this project.
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HISTORY OF ICE CREAM Once upon a time, hundreds of years ago, Charles I of England hosted a sumptuous state banquet for many of his friends and family. The meal, consisting of many delicacies of the day, had been simply superb but the ''coup de grace' was yet to come. After much preparation, the king's French chief had concocted an apparently new dish. It was cold and resembled fresh fallen snow but was much creamier and wetter than any other was after dinner dessert. The guests were delighted, as was Charles, who summoned the cook and asked him not to divulge the recipe for his frozen cream. The king wanted the delicacy to be served only at the Royal table and offered the cook 500 pounds a year to keep it that way some later, however poor Charles feel in disfavor with his people and was beheaded in 1649. But by that time, the secret of the frozen cream remained a secret no more. The cook, named DeMirco, had not kept his promise. This story is just one of many of the fascinating tales which surround the evolution of our country's most popular dessert, ice cream. It is likely that ice cream was not invented, but rather came to be over years of similar efforts, Indeed, the Roman Emp=eror Nero laudius Caesar is said to have sent slaves to the mountains to bring snow and ice to cool and freeze the fruit drinks he was so fond of Centuries later, the Italian Marco Polo returned from his famous Joanne to the Far East with a recipe for making water ices resembling modern day sherbets.
WHY ICE CREAM IS POPULAR? Ice cream contains most of our favorite flavors. What do chocolate, potato chips and ice cream all have in common? They all contain high proportions of fat. Fat tastes good. That's why we all like those foods. Another favorite is sugar. Again ice cream has a high level of sugar. The addition of fruit or confectionery (chocolate, caramel. Etc) makes ice cream irresistible. The temperature that ice cream is consumed at makes it a pleasurable treat during the warmer months of the year. Ice cream also contains a portion of air. The air provides a softer texture making the product more pleasant to eat. The air in the ice cream also carries the flavors to the nose to enhance the taste sensation.
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How Popular Is Ice Cream? Here are some figures showing ice cream consumption (1998) in different countries. Country New Zealand Pacific Islands United States Australia Japan Canada United Kingdom India Pakistan
Consumption (1,000,000 liters) 53 4 379 325 968 367 461 665 347
Per-Capita (liters per Person) 16.3 1.2 21.7 18.1 7.6 12.78 8.9 0.7 2.48
ICE-CREAM MIX GERNERAL COMPPOSITION
Milkfat: >10% Milk solids not fat: 9% - 12% Sucrose: 10% - 14% Corn syrup solids: 4% - 5% Stabilizers: 0% - 0.4% Emulsifiers: 0% - 0.25 Water: 55% - 64%
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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 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 view3 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.
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C URRENT MARKET SITUATION Before Wall's introduce in Pakistan, Polka was the market leader but it had to face competition with Yummy, and Rocco soon after. Polka dominated the local market between 1980 - 1990s. These were the only three ice cream companies in Pakistan during that period. Polka had almost 80 - 85% share of the market, the rest was shared by Yummy and Rocco. Due to their heavy investment and sponsorship Polka was the name that came into one's mind when one though about ice cream. But that was in the 80s, then came Wall's in 1995 and that was it the turning point for Polka's Sales. Wall's had a very different strategy than polka, they projected themselves as very strong company, plus they had a very strong marketing Plan, Which removed Polka out of the Market in to no time. Hence today we see Wall's SPD's on the streets of Pakistan selling all the variants of ice cream. Presently Hico has also captured the market, due to the result of there changed recipe and stronger marketing strategy. According to the survey conducted by the Lever Brother of Pakistan the Current Market situation of the market is somewhat like the following.
Market Share
Others 5% hico 20%
Wall's Yummy hico Others
Yummy 10%
Wall's 65%
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Competitors 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 a method that help to identify the product or company Strength, Weakness, Opportunities, and Threads.
STRENGTH
Financially Strong. Wide distribution, due to establish distribution. High Quality Good image in the mind of Customer. Aggressive Promotion scheme's.
WEAKNESS
Pure milk is not used in ice cream There is no variation in Taste
OPPERTUNITIES
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
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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
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.
Sale Growth. Customer satisfaction. Continue product modification and improvement effort to increase customer benefit and reduce cost.
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Walls market Targeting and
Segmentation,
The market
Product Positioning Process Segments (A, B, C, D, E, F)
Market targeted (A, E, F)
Product Positioning Each target segment
Marketing programming each Target segment 9
SEGMENTATION 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. 2. 3. 4.
Demographic segmentation. Geographically segmentation. Psychographic segmentation. Behavior to word Product.
The wall's segmented the entire market into such segments, which are differentiable through:-
Demographically 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 of Pakistan.
Both Northern & Southern region
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. Wall's has been targeted every segment and we can say that wall's has a Fragmented market.
POSITIONING THE PRODUCT
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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 Brand C
Brand B
High Price
Brand D
Pakistan economy.
Brand A Brand E
Low Quality
High Quality
Low Price
Market Attractiveness
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Wall has identified and described the various segments in given market, it must determine the attractiveness of each. Relevant factors to consider here pertain to the market, economic and technology, competition and the general environment Wall undertaking an attractiveness analysis would have added and delete factors according to its own needs.
Market Attractiveness Factors Market _ _ _ _ _ _
Size Growth including stage in product life cycle Differentiation possibilities Bargaining power of customers Cyclicality and Seasonality Distribution
Economic and technological
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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MARKETING
MIX
STRATIGIES
PRODUCT 14
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 Feast Split Solo Mini milk Paddlepop Fruiti Topten Star Cup
Mango, Classico, Strawberry Chocolate, Kulfa Mango, Strawberry Mango, Kola Raspberry Samar, Kulfa Banana, Rainbow, Chocolate-Fudge ------------------------------------------------Vanilla, Mango Slash, Vanilla, Chocolate, Strawberry Mango, Chocolate
Family Pack (1 liter)
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.
Product Differentiation 15
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.
DIMENTION 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.
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.
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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. 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. 2. 3. 4.
Introduction Growth Maturity 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.
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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 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
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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 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.
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Features of Product 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.
Packaging 20
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 Wall's as it contains ingredients, nutritional contents and flavor of the ice cream.
Design and Color 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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Pricing Strategies 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 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:
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Products
Flavors
Cornetto Feast Split Solo Mini milk Paddlepop Fruiti Topten Star Cup
Mango, Classico, Strawberry Chocolate, Kulfa Mango, Strawberry Mango, Kola Raspberry Samar, Kulfa Banana, Rainbow, Chocolate-Fudge ------------------------------------------------Vanilla, Mango Slash, Vanilla, Chocolate, Strawberry Mango, Chocolate
Family Pack (1 liter)
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
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 23
for a long period of time because after some time competitor arrives in the market and competition among them start.
Penetration Pricing In market penetration pricing, a low initial price is set to reach the mass market immediately. This strategy can also be employed at a later stage in the product's life cycle. Some companies adopt this strategy to puss out the competitor from the market because new arrival can not survive in the market with low price for a long time.
Wall's Pricing Strategy The management of Wall's intelligently using both the skimming and penetration pricing strategy.The brands witch having price more than Rs. 18 is skimming pricing stratigy and brands having prices less than Rs. 18 adopted penetration pricing strtegy. By adopting skimming they are earning more profit and by penetration they attract the customers and consolidating position in the market. They have to adopt both strategies because they are facing established competition in the market, e.g. In beginning the main competitors for wall's are Yummy & Polka, now their major competitor is Yummy after Purchasing Polka. It is necessary for company to purchase Polka, because "Nestle is well established company with good reputation they are willing to enter in Ice cream market by purchasing polka, so it would be a thread for walls that they may not be able to achieve desired profits. Starting the production requires more time than purchasing of any already established business. "Keep in min the expected of Nestle, Lever Brother Purchased Polka.
Placing Strategies Introduction
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Placing is also a one of important "P" of Marketing Mix. A product has to be available at its appropriate place. Wrong placing of product could prove to be very harmful to the company. Placing dose not mean just the availability of the product, in fact the time at witch the product is available matter too. When a product is being advertised in the market, the customer at once hunt for it and if there is no sign of the product, it creates a wrong image in the customer's mind. Following facts has to be considered while placing the product.
The local market situation The buying trend of the people The nature of the product
The approach towards the product for the customer should be easy, providing inconvenience to the customer should be avoided, as the customer would at once shift towards the alternative product. Wall's is an edible product and it is easily available at these spots.
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 oftenly makes impulse buying. Through this Wall's increase its sales.
Distribution Channels 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 business user. 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). Designing and selecting the right distribution channel is very important task.
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The right distribution channel can help to promote a product a lot, plus the distribution channel is a very good source of feedback from the market and from the customer. The most commonly used distribution channel in the market for tangible products to ultimate consumer, are: Producer Producer Producer Producer Consumer Producer Consumer Producer Consumer
Consumer Retailer Wholesaler Agent
Consumer Retailer Retailer
Dealer warehouse
Consumer Retailer
Retailer
Wall's Distribution Channel Wall's used this distribution channel:
Producer consumer
warehouse
Retailer
Wall's select this channel 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 channel.
Physical Distribution Physical distribution consists on all the activities concerned with moving the right amount of product to the right place at right time. For manufacturer physical distribution includes the flow of raw material from the source of supply to the production line and the movement of finished goods form the end of the production line to the final users location. Ice Cream is very delicate frozen food, and as they say "Ice Cream is a Game of Temperature", so it is very important to manage the physical distribution in a proper manner. We intend to follow the following steps in this regard:
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•
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 icecream 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.
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 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.
Promotion Strategies 27
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 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. Include promotion 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 28
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.
Recommendation 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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