INRODUCTION OF WALLS: Wall's is a United Kingdom-originated food brand, covering both meat products and ice cream, owned

by Unilever. Founded in London in 1786 by butcher Richard Wall, it was acquired by Unilever in 1922. To avoid summer lay offs due to the down turn in its core meat products market, in 1920 Wall's launched a range of ice cream. Unilever sold off the meat products business and a license to use the Wall's brand on such within the United Kingdom in 1996 to Kerry Group. Wall's itself is now core to Unilever's Heart brand global ice cream business, used currently in China, Hong Kong, India, Indonesia, Jordan, Lebanon, Malaysia, Maldives, Mauritius, Pakistan, Qatar, Saudi Arabia, Singapore, Thailand, United Arab Emirates and Vietnam.

Unilever continues to use the brand for ice cream in the UK.. Whilst remaining (2006) the market leader in the UK for individual hand-held products such as Cornetto and Magnum, and value-added multi-portion products designed to be eaten at home, such as Viennetta, the Wall's brand faces severe competition from the major supermarket brands and to a lesser extent from Nestle (absorbing the Row trees and Lyons brands) and Mars spin-off ice cream products. Wall's was introduced in Pakistan at the start of 1995. Soon after its launching Lever Brothers purchased all assets of Polka Ice Cream, the only large competitor in Pakistan to Wall's ice cream.

HISTORY OF WALLS: In 1786, Richard Wall opened a butcher's stall in St James's Market, London. Selling meat and meat products, he gained a reputation for being a fine pork butcher. In 1812,

Richard received the first Royal Appointment to George, Prince of Wales as "Purveyor of Pork," continuing to serve him through his later reign as King George III. In 1817, Thomas Wall was born, followed by a daughter Eleanor, in 1824. Richard's business boomed, and in 1834 he moved to new premises at 113 Jermyn Street. However, shortly afterwards Richard Wall died leaving his widow, Ann, and 19 year old son to run the business. Trading as Ann Wall and Son, Ann also died very shortly after the death of her husband. At the age of 19, Thomas Wall took sole charge of the business, plus the care of his 14 year old sister. After the birth of his son Thomas Wall II in 1846, Thomas Wall incorporated the business as "Thomas Wall and Son Ltd." Thomas Wall II served his apprenticeship and joined the company board in 1870, and after second son Frederick had followed the same path, the company name was changed in 1878 to "Thomas Wall & Sons Ltd." Throughout this period, the business maintained its high level standards and resultant recognition, gaining a series of Royal Appointments from Queen Victoria, King Edward VII, King George IV and King George V. The business had always faced a problem in the summer, when sales of meat, meat pies and sausages fell, and the company was forced to lay-off staff. Now led by Thomas Wall II, he proposed developing a line of ice cream in 1913 to avoid the lay offs. But the onset of World War One put the plan on hold due to shortages. Thomas Wall II decided to retire, and so sold the business in 1920 to Mac Fisheries, which itself was acquired in 1922 jointly by Lever Brothers and Margarine Unie, the founder companies of Unilever. Now under the direction of Maxwell Holt, ice cream production commenced in 1922 at a factory in Acton, London. As ice cream grew in significance, Unilever split the company into two, T Wall and Son (Ice Cream) Ltd and T Wall and Son (Meats) Ltd. In 1959, Wall's doubled capacity by opening a purpose built ice cream factory in Gloucester, England. In 1981 Unilever merged T Wall and Son (Ice Cream) Ltd with Birds Eye Foods Ltd to form Birds Eye Wall's Ltd. Following a review of production facilities, the Gloucester factory was expanded and updated, and the Acton factory was closed ("Project Phoenix" 1983).

SWOT ANALYSIS: Strengths: Strong brand equity. Quality product Larger dealers network Country wide availability Production under Unilever brand is one of the biggest strength for company Innovative (using latest technology for the manufacturing of the ice cream and all system is computerized) Unique innovative packing

Weaknesses: Perception about the company is that it is specially made for high class consumers. This perception is affecting company image although Walls is making ice cream for every class and they have those products which are ranging from 5 to 30 which can be affordable for the poor people. Weather barrier is also the factor which is affecting the production of the ice cream and can be taken as a weakness for the Walls Product price high with respect to the competitor in some flavors.

Opportunities: Range of the products can be increased especially for the kids Kids are the big opportunities for the company Increase in the population Unilever brand is the big opportunity for the Walls as it is well known internationally

Threats: If any multinational company launch ice-cream product then it will be a big threat for the company but up till now company is not facing any kind of threat

INTRODUCTION:

History
Yummy ice cream is a frozen product made from a combination of milk products and eggs, sugar dextrose corn syrup etc. It was once considered a sophisticated item of food is now becoming increasingly popular among the people. There are small, medium and large manufacturers of ice cream in Pakistan. Upto early nineties there were only 4 well known brands manufactured in Pakistan namely IGLOO, POLKA, ROCCO and YUMMY. In 1995 a multinational company Lever Brothers Pakistan entered in field and started manufacturing world famous ice cream Wall's in Pakistan. It has been estimated that total installed capacity for Punjab including recognised manufacturers, hotels, restaurants and unorganised sector is about 15.5 million litres annually. The provinces of NWFP and Balochistan installed capacity has been estimated about 6 million litres per annum. Now the total installed capacity of ice cream in Pakistan is about 40 million litres per annum. Quality of Ice Cream Ice cream is not graded on the market, as it is sold by the manufacturers directly to the retailer or consumer. The qualities that constitute a good ice cream are left more or less to the judgment of the individual manufacturers and his ability to judge the preference of the public. In general it is conceded that a high quality ice cream should have a rich creamy, sweet taste, be smooth of body, and close texture. The richness of ice cream is influenced primarily by the fat content. If ice cream contains below 10 per cent of fat, it lacks richness. If too much milk fat is used it will be too rich. An individual cannot eat a very large serving of ice cream when it contains much more than 14 per cent of milk fat. Because of this fact, commercial ice cream seldom contains more than 14 per cent of fat, and if the laws within the state in which it is sold will permit,

Market Segmentation of walls

CHARACTERISTICS OF THE MARKET
Few of the characteristics upon which the market has been segmented are discussed below:

GEOGRAPHIC WALLS have segmented its market in four sections in Pakistan such as South, which is Karachi to Sadqabad and than Central from Sadqabad to Gujrawala and than North from Gujrawala to upside country.

DEMOGRAPHIC Demographic variables of WALLS target market are mostly age and income based. WALLS have created many sorts of ice creams to cater all age groups. The most popular ice creams amongst kids are Paddle pop, in teenagers Cornetto and Magnum, commercial packs are popular in families as whole. WALLS cater both females and males in the society. If we consider the income segmentation, WALLS is targeting upper, middle, and lower middle income levels. PSYCHOGRAPHIC 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. WALLS was for anyone, any where and at any time, this very well explains psychographic characteristic of WALLS consumer. Also relating fun and Shugal with ice cream helps depicting the life style of its potential user. BEHAVIORAL The behavioral segmentation is done on three different variables that tend to define a particular behavior or attitude of a consumer. These are: Occasions regular occasions, special occasions Usage rate thand hai to kya hua!! Benefits quality, presentation, taste TYPICAL BUYING PATTERN WALLS enjoys leading the market from the day it came in the business, by producing a high quality ice cream it has proved itself to be the best in the market. The nation have a tendency to follow others to the maximum extend. Pakistan is a nation with a tendency to get influenced by others and especially by western communities. We can categorize ice cream as fast food, which is a symbol of western community, so we can very well imagine ice cream gaining its popularity. Consumers with high purchasing power are becoming heavy user of products available by WALLS. Where else the consumers with very low purchasing power are light users. The density of user can also be categorized geographically. WALLS is more popular in urban areas, as well as some of the rural areas. Although Pakistan is considered a hot climate country generally but it does have areas with low temperature so WALLS is not that much consumed in those areas. Ice cram is a kind of food, which is not age bounded or class bounded. But it is a fact that people of different ages and social classes may require different varieties of ice cream at

different price levels. So for that purpose WALLS has adopted a rifle approach and divided market into a number of segments according to different social classes and ages and then tried to provide ice cream solution for all to satisfy the consumer within his buying power. The segmentation of WALLS is:

Impulse Item Segmentation

Sr. # 1 2 3 Segmentation on Income Classes Upper class Upper middle class Lower middle class Segmentation on Age Adults Teenagers Kids
Family Item Segmentation.

Sr. # 1 2 3

1 2 3

Upper class Upper Middle class Lower-Middle Class

WALLS divided its items in to category of individual and family consumption. And the individual consumption is that of impulse products and usually fort an ice cream for family consumption one decides what flavor to buy, what quantity to buy and for how much to buy. On these bases WALLS has divided the market of impulse items on the bases of income classes and demographics.

SEGMENTATION ON THE BASIS OF INCOME CLASSES:

1. UPPER CLASS

It includes the elite or higher income class who can afford even the most expensive items without much botheration. They consume ice-cream more on the basis of taste and preference rather than money.

2. UPPER-MIDDLE CLASS

This class includes people with moderate kind of income. You can neither put them in free hand category nor very less purchasing power category. These people normally take the taste and affordability both into consideration.

3. 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.

SEGMENTATION ON BASIS OF AGE:

1. ADULTS

Adults will mostly prefer the quality product which not only fulfill their taste and preference requirements but also reflects their personality. The adults are normally ready to pay for a product which fulfills their physical and psychological needs because they are the income generators.

2. TEENAGERS

Teenagers dont have any specific taste and preferences. New products and new ideas always attract them. But they have a limited product and they have to maintain their expenditure with in that.

3. KIDS

Kids normally do not have a great know-how of the taste rather they are psychologically attracted towards the product. They are not concerned with the taste of ice cream and they just want ice cream. As they are dependent and cannot spend money themselves, so their parents mostly just provide them with an economical ice cream, not any specialized ice cream as it is not demanded.

FAMILY ITEM SEGMENTS

1. UPPERCLASS:

Rich people can afford anything not price conscious and just go for good quality

2. MIDDLECLASS

Mostly sticks to the traditional products and are price conscious and care for there taste and preferences to some extent.

3. LOW MIDDLE CLASS

Generally look for an ice cream which is low priced.

Walls 4Ps: PRODUCT: Walls is an ice cream brand and its offering ice cream in different flavors in different sizes. It is offering these products. Wall's Classic tubs

Product

Picture

Wall's cartons

Wall's Classic tubs

Wall's Cornetto

Wall's Magnum

Wall's Moo

Wall's Rocket

Wall's Spin

Wall's Twister

PRICE: Walls is offering different prices on different flavors. e.g, Walls spin priced Rs. 10/- , Magnum priced Rs. 35/-, Rocket priced Rs. 5/-, Moo priced Rs. 10/-, Cornetto priced Rs. 30/-, Classic tubs priced as Rs.200/-

PLACE: Ice cream is an FMCG product so its distribution is based on intensive, because Walls Ice cream is available at every retail store, departmental, medical stores and other stores. It is multi national brand so its products are also available in other countries and it has separate manufacturing units in every country.

PROMOTION: Walls had done a lot of promotion at the time of its launching in Pakistan. It does promotion when it launches new product or when ever summer starts. Its promotion is based on TV Commercials, Posters, News papers etc its freezers are painted and with its color that is red and its logo.