The Walls Heart brand stands for a good honest scoop of pleasure.

Its philosophy is to be an evangelist of pleasure: A day without pleasure is a day lost.

Out of Unilevers huge brand range were gonna talk about a only few of them starting with walls

History:
We all are pretty familiar with its pretty heart shaped icon, the reason why its called the heartbrand. We all celeberate our tiniest moments with magnum, cornetto and feast which are the success story of walls.
Walls is basically a United kingdom-originated ice cream business, now offering the lightest, healthiest and yummiest products round the globe including Pakistan, India, Malaysia, Singapore, Sri Lanka, Thailand and Vietnam.

Market Segmentation:
Geographic Segmentation: Walls Cornetto Company has segmented its market in three sections in Pakistan: North

(Islamabad, Peshawar and Northern areas), Central region (Lahore and Central Punjab) and South (Sindh and Balochistan)
Demographic Segmentation:

Walls has introduced a wide variety of ice creams which cater both males and females of all age and income groups. All age groups are catered in a way like The Paddle Pop range is mainly for the kids, cornetto and magnum focuses on teenagers and even adults while commercial packs are popular in families as whole.
When it comes to catering all income levels, theres paddle pop having relatively lower price and then theres cornetto and magnum having higher prices. Psychographic Segmentation: The psychographic segmenting is done on the basis of the taste and health conscious consumer. WALLS targeted its market by creating an image of high quality and hygienic products and caters to all the social classes which include lower class,

middle class, upper middle and upper class as the prices of their ice creams range from very low to high and people from all social classes can afford it.
Behavioral Segmentation: The company divides a market based according to the consumer taste, knowledge, attitude, use and response to their products. They also put an eye on how occasionally people buy and use their products. They also tried to target their Non user, ex-user, potential user, first time user, and regular users.

Target Marketing:
Target market allows the organization to focus on an appropriate set of potential customers whose needs can be profitability met. Walls tends to target people from all income groups or brackets as the price range of Paddle Pop has been set in a way that even people in the lower income brackets can

afford it. The variation in price and the variety of flavors allows Walls to target each market segment effectively.

4Ps of walls: Product:

The Core Product of walls is Ice cream with high quality, different tastes,

flavors, and packaging. Today Walls divides its manufacturing in two parts: The

In Home and Out of Home ranges. The In Home range consists of Walls famous family tubs and bricks and our Multipacks. The Out of Home range is a Walls success story and includes brands like Magnum, Cornetto and Feast. The kids range is specially formulated for little taste buds with favorites such as Rocket, Twister, Spin, and Moo and shows an understanding of childrens nutritional needs, such as the Big Milk which contains 70% milk.
The brand name of product is "Wall's" which can be easily vocalized. Brand mark is a part of brand that appears in the form of a symbol, design, or distinctive coloring or lettering. The management of Wall's uses blue color for name, Red, yellow and white background, with a heart shape icon.

Price: is one of the most important "P" of the marketing Mix. Pricing is important because it
is a reward to the company and goes hand in hand with the other three "Ps" of the marketing Mix. The survival of a company in the market depends upon Pricing decision. Walls seeks objectives like market growth, sales volume and profit through its pricing decisions. To achieve these objectives Wall's often add new features in the product and also decrease its price. When walls was introduced they set a specific price which was neither too low nor too high because they wanted to capture the maximum market and didnt want to do anything that would reduce their customers. Even now 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.)

Placement: Wall's introduced first time in history of Pakistan Spot Point Dealer
(SPDs), these are the mobile sellers, Tricycles which provide door to door services which is the reason why Wall's is easily available in every where city, town, street, market etc. 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 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: 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. 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. Promotion objectives include informing, persuading, and reminding the customers about the products of organization.

Distribution Channels:
Like any other company walls put efforts to save high costs and generate profits by choosing right

Distribution channels and making the product available but this availability should ensure that product must be: At right place At right time In right condition Wall`s practices Hybrid Distribution System. It reaches different customers through different channels of distribution; that are producers, distributor, retailer and consumer. Wall`s factory sends the product to the local distributors who are responsible for establishing distribution centers that have large freezer rooms for storing the ice-cream, the temperature maintained in the freezer room is -50 degrees Centigrade. If the temperature is allowed to rise, then this is called "Temperature Abuse". This will eventually lead to "Heat Shock", where large ice crystals form and the product starts to shrink. These defects can never be reversed. So it becomes 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. Distributors then will take orders from a market, fill the orders promptly and provide on time delivery to the retailers. Each city will have one distribution centre that will cover the whole city.

Distribution Strategies:

Two main distribution strategies that Walls effectively uses are: Wall`s gives incentive to the retailers by providing deep freezers free of cost so that the placement of the product is easy for them and they dont have issues in placing Wall`s ice cream. And secondly, they give bulk discounts to the retailers and this attracts the retailers.

Retailer

Security for the freezers

Investment on Ice cream products 12-15,000 12-15,000 Board for advertisement 3000 Nil

Total investment required 30,000 15,000

Others WALLS

15000 Nil

Second strategy include running advertising campaigns that remind and persuade customers to buy ice cream, which is facilitated by price offs, which are frequently offered by the company.

One of the major reasons of early success and clean sweep given by walls is its availability, which is ensured through extensive distribution. There is not even a single city where one cannot find a walls freezer or hear the music of the tricycle introduced by walls that goes door to door to sells ice cream and serves as a direct marketing tool.

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. 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. Walls promotes its products mainly through advertisements on television. Take Cornetto, not only is Walls mass marketing Cornetto through commercials but its 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 targeting college going youngsters and to focus on the life of a boy who falls in love with a girl. 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 Saeed 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, Cornetts special sales promotions are publicized in fashion magazines and newspapers like dawn and daily times. Walls is also using internet as a medium of advertisement by launching its personal website by the name of http://www.cornetto.com.pk to promote its flip-the-lid sales promotion. Walls is promoting cornet by creating pages on social websites like orkut and facebook. Estimated budget of WALLs of promotion is Rs.2.5 million (est.)

Swot analysis:

STRENGTH Walls have the strong impact in the market in respect of its brand name and is the most profit generating unit of Unilever.

Financially Strong. Packaging adopted by the company appeals the customer Wide distribution, due to established distribution channels. Products produced by walls are free of artificial flavoring and are of high quality which is hygienic for health Aggressive Promotion schemes WEAKNESSES Production of ice cream is often affected by the weather hurdles Some of the product prices are high in respect of particular flavors as compared to competitors.

OPPORTUNITIES Children are the grand opportunity for the company, it can try to provide a wider range of ice cream flavors for kids.

THREATS Hico is also new comer, but rapidly increase in their Market share is a bigthreat for Wall's.