Unit 2 Marketing Essentials

Introduction
As marketing manager, I have been assigned to prepare a briefing paper that compares
marketing mix (7Ps) for WALLS, OMORE AND HICO. The paper will aim to look at the
ways in which different organisations WALLS, OMORE and HICO apply the marketing mix
to the marketing planning process to achieve their business objectives.

WALLS
WALL's by Unilever transnational; is the most popular ice cream product in Pakistan. Walls
has extensive presence in the world which include England, Walls is now part of the global
frozen dessert subsidiary of Unilever present in Australia, China, Hong Kong, Europe,
Indonesia, India, Japan, Malaysia, Mauritius, New Zealand, the Philippines, Qatar, Saudi
Arabia, Pakistan, Singapore, Thailand, the United States etc. It’s a truly global brand. In each
country it introduces new products, and flavours that are familiar with the local consumer,
(Unilever Pakistan, 2019)

OMORE
OMORE is a frozen dessert brand in Pakistan that is manufactured by Engro Foods Limited.
It is an Engro Corporation subsidiary. (Academy, 2014)

HICO
HICO is the first ice cream company in Pakistan that was established in 1958.it is the first Pakistani ice
cream brand. (Hico Ice Cream, 2019)

Marketing mix:
The below sections will look at comparison of the 7ps from the selected organizations.
 Figure: 7P’s of marketing mix, (The Marketing Mix, n.d)

Product

WALL's Product:
Walls is known for offering a wide range of frozen desserts such as Ice creams and Kulfi.
Over the years Walls has introduced popular frozen desserts such as Cornetto, Feast, Paddle
Pop, Kulfis, Creamy Delights, Magnum, ice lolly’s and many more. Its ice creams offer
delicious fruity and sweet flavours to suit the ever-evolving Pakistani taste pallet. Kulfi ice
cream and Mango flavour are very popular products offered to the Pakistani Customer. Walls
ice desserts are not called ice -creams as milk is not their main ingredient. (Malik, 2017)
OMORE Product:
OMORE is the second largest frozen desert brand in Pakistan. Like walls OMORE also has a
wide range of products with best quality flavours like Chocolate, Caramel, Chocolate Chip,
Coffee, Cookies and Cream, Mango, Strawberry, Tutti Fruiti, Vanilla and Banana. OMORE is
a premium quality ice cream rich in calcium made with pure dairy products. (Mufarrah, 2014)

HICO Product:
According to HICO (Hiko.pk n.d) HICO manufactures 100% pure dairy ice cream, their ice
cream is made from pure dairy ingredients which include fresh cream and milk and contains no
added saturated fats. Their products include sticks lolly’s, cups, economy packs, special pack,
family buckets, party packs, special packs and even cakes. (bluffer, 2013)

Price
WALL's Price:
The strategy of Walls is to drive customers towards their products. Walls has been very
effective from the beginning and is targeting kids, men, women and mostly the teenagers.
Walls has many varieties in their products with different and affordable prices for all the
classes of the country. Walls believe in keeping low cost while providing value added
product. Walls is sold to millions of customers every year. Walls has always set their prices
according to their customers. (Malik, 2017)
OMORE Price:
OMORE was launched by applying the Price penetration strategy for the purpose to capture
high market share, grow their sales and earn large profit. Their strategy is based on More for
Less. Purpose of this is to give premium quality products in affordable price OMORE as
compare to their market competitors Walls is giving litre tubs of ice cream in lesser price
which came out to be a great strategy. (Mufarrah, 2014)
HICO Price:
HICO are tempting their customers with value-based pricing. HICO uses survey methods that
are sometimes used to determine the value of customer attributes to a product or a service.
Through different methods HICO is trying to know about their customers insights during the
pricing process of their products. The results show willingness of the customers to pay. And
for capturing the value that customers place on a product, HICO first thinks like a customer
than evaluate other frozen Desert alternatives than they decide to provide the best deal which
include price and attributes. (bluffer, 2013)
Place
WALL's Place:
In Pakistan walls is distributed the following major sections.
 NORTH (Islamabad, Peshawar and northern Areas)
 CENTRAL (Lahore and Central Punjab)
 SOUTH (Sindh and Baluchistan)
Walls has both fixed and moving selling points. The fixed points in fragmented retailers,
small shops that have the characteristic Walls freezer. The moving selling points are present
in the summer with an ice cream seller in a cycle with a characteristic music and a branded
cycle cart. (Malik, 2017)
OMORE Place:
OMORE main company is in Karachi. OMORE is placing its product in some of the major
cities of Pakistan. Distribution of OMORE in different sections is as follows
 Islamabad (Esajees, Yumi’s 36, Bouzat ice cream parlour)
 Kharia (Chaman ice cream)
 Sialkot (Eat More ice cream)
OMORE also has placed deep freezers in small shops in the different main bakeries and good
general stores. (Mufarrah, 2014)
HICO Place:
HICO is distributed all over Pakistan in various premium stores shops and marts. The main
headquarters of HICO is located in Lahore, Punjab. HICO group has offices and factories in
Lahore, Karachi, Multan, and Islamabad.
 North (Islamabad);
 Central (Lahore and Multan)
 South (Karachi). (bluffer, 2013)

Promotion
WALL's Promotion:
There are two main strategies that Walls company is using. These strategies are pull and push
strategies. Push strategies include incentives like free deep freezers, discount on bulk
purchase and eligibility for schemes like free camera, tickets etc. pull strategies include paid
promotions and adds. Some of their global campaigns are also presented in Pakistan with
local models and actors.
Following are the promotion tools used by Walls:
  Advertising (TV, Social Media)
 Sales promotion (Print Media, Electronic Media, Outdoors)
 Publicity (branded cycles that sell and advertise; Discount Coupons, Discount and
Offering). (Malik, 2017)
OMORE Promotion:
OMORE is doing promotion of their products by:
 BROADCAST MEDIA
 Ads on televisions.
 Radio ads
 Internet (social networking FACEBOOK)
 Vehicle Advertising and selling.
 Outdoor billboards
 Point of Sale Displays (Mufarrah, 2014)

HICO Promotion:
Doing Promotion By:
 Place ads on website and create page on Face book and Twitter that people should
attract to our product quickly.
 Internet Marketing.
 Offline Advertising.
 Mouth Advertisement.
 Posters.
 Other Marketing Programs. (bluffer, 2013)

People
WALL's People:
This area relates both to staff and customers and needs of customers which are needed to be
understand. A brand can only be stablished when people are directly involved in the
recognition of it. The target of walls are teenagers, kids, upper class who prefer taste rather
than cost, middle class who prefer taste plus cost and lower class who prefer affordability
(Malik, 2017)

OMORE People:
The key for development at OMORE is quality and affordability. The target area of OMORE
is as follows:
 Age Basis: (5 to 35+ specially kids and teenagers)
 Income Basis: (1000 to onwards)
 Family Size: (1 to 10 members in family, family packs are popular among them)
  Social Class (Upper lowers, Working class, Middle class, upper-middle class)
(Mufarrah, 2014)

HICO People:
The employ of HICO are motivated and are working hard to achieve the highest market
share. In order for that they need to build a high customer base. The target area of HICO is as
follows:
 Age: 5+.
 Gender: Male & Female.
 Family Size: It includes youngest to oldest.
 Income: Middle Class 10,000 & Above.
 Social Class: Middle class & upper middle class. (bluffer, 2013)

Process
WALL's Process:
Walls keeps the record of all the process it does at its manufacturing site, Unilever employs
more than 500 people who all rely mainly on the company's computer systems to efficiently
store all the data manufactured and delivered under production-critical applications such as
production, planning and scheduling software. (Malik, 2017)
OMORE Process:
OMORE has over 3500 employ who are working with full devotion and motivation in order
to achieve good quality and keeping all the record of the process in their system. (Mufarrah,
2014)

HICO Process:
HICO Ice cream production plant is the same as many other dairy processing plants. HICO
provides one of the turnkey solutions needed for the project of ice cream production line.
Clients are also adding other materials to increase the richness of products. Employees are
keeping all the record of the process in their systems.

Physical Evidence
WALL's Physical Evidence:
Walls has won many awards through its effective marketing. The evidence of which is its
high customer base. Walls is running successfully in 40+ countries including Pakistan. Walls
is running all across the Pakistan including some major areas like Islamabad, Karachi,
Peshawar etc. (Malik, 2017)
OMORE Physical Evidence:
Physical evidence is the physical environment where the organizations operate. OMORE is
the second largest ice cream brand after Walls, it is operating Islamabad, Kharia, Sialkot

HICO Physical Evidence:

HICO is selling their products through retailers in Pakistan with local production. HICO is
running successfully in Lahore, Karachi, Multan, and Islamabad.

Bibliography

 Unilever Pakistan. (2019). Wall's. [online] Available at:

https://www.unilever.pk/brands/our-brands/walls.html [Accessed 19 Oct. 2019].

 Academy, B. (2014). Omore marketing analysis by brands academy. [online]

Slideshare.net. Available at: https://www.slideshare.net/BrandsAcademy/omore-
marketing-analysis-by-brands-academy [Accessed 19 Oct. 2019].

 Hico Ice Cream. (2019). Hico Ice Cream. [online] Available at: https://hico.pk/
[Accessed 19 Oct. 2019].

 Marketingmix n.d. The Marketing Mix 4P’s and 7P’s Explained, viewed on
October 1 2019, from https://marketingmix.co.uk/

 Malik, M. (2017). Walls company. [online] Slideshare.net. Available at:

https://www.slideshare.net/mariammalik22/walls-77925520 [Accessed 19 Oct. 2019].

 Mufarrah, M. (2014). Marketing Mix of Omore Ice cream. [online] prezi.com.

Available at: https://prezi.com/1au2jmthctm5/marketing-mix-of-omore-ice-cream/
[Accessed 19 Oct. 2019].
 bluffer, h. (2013). HICO-Baant lo khushyian. [online] prezi.com. Available at:
https://prezi.com/qbdmpya8nvtk/hico-baant-lo-khushyian/ [Accessed 19 Oct. 2019].