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Marketing

Management

COMPETITIVE

ANALYSIS

WALL

S

Submitted to: Ms. HAIDA

Submitted by:AMINA WAQAR (808)FARYAL FAZAL (820)MEHREEN HUMAYUN (837)

Lahore College For WomenUniversity

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[MARKETING MANAGEMENT ]WALLS COMPETITIVEANALYSIS

Walls is a leading brand of Unilever so initially we are giving some introduction of

Unilever.

UNILEVER

Starting with a small grocery business begun by his father, William Lever and his brothers

entered the soap business in 1885 by buying a small soap works in Warrington. Using glycerin

and vegetable oils such as palm oil, rather than tallow, to manufacture soap, they produced a

good, free-lathering soap, called "Sunlight Soap", at a rate of 450 tons per week by 1888. Largerpremises were built on marshes atBromborough Pool on the Wirral Peninsula at what became

"Port Sunlight"

.

Lever Brothers was one of several British companies that took an interest in the welfare of its

employees. Themodel village ofPort Sunlight was developed between 1888 and 1914 adjoining

the soap factory to accommodate the company's staff in good quality housing, with higharchitectural standards and many community facilities.

By 1900 "Lifebuoy", "Lux" and "Vim" brands had been added and subsidiaries had been set up

in the United States, Switzerland, Canada, Australia, Germany and elsewhere. By 1911 the

company had its own oil palm plantations in the Congoand the Solomon Islands. Lever BrothersLtd also acquired other soap companies including A&F Pears, Gossage's ofWidnes, Watson's of

Leeds, Crosfield's of Warrington,Hazlehurst & Sons ofRuncorn and Hudson's ofLiverpool.

Lever rode the cresting late-Victorian consumer revolution to build a vast industrial empire

spread across the globe. Four years after William Lever's death in 1925 his enterprises wereamalgamated as Unilever. By 1930 it employed a quarter of a million people and, in terms of

market value, was the largest company in Britain.

LAHORE COLLEGE FOR WOMEN UNIVERSITY Page 2
http://en.wikipedia.org/wiki/Soaphttp://en.wikipedia.org/wiki/Soaphttp://en.wikipedia.org/wiki/Warringtonhttp://en.wikipedia.org/wiki/Warringtonhttp://en.wikipedia.org/wiki/Glycerinhttp://en.wikipedia.org/wiki/Palm_oilhttp://en.wikipedia.org/wiki/Tallowhttp://en.wikipedia.org/wiki/Tallowhttp://en.wikipedia.org/wiki/Sunlight_(cleaning_product)http://en.wikipedia.org/wiki/Bromboroughhttp://en.wikipedia.org/wiki/Bromboroughhttp://en.wikipedia.org/wiki/Wirral_Peninsulahttp://en.wikipedia.org/wiki/Port_Sunlighthttp://en.wikipedia.org/wiki/Model_villagehttp://en.wikipedia.org/wiki/Model_villagehttp://en.wikipedia.org/wiki/Port_Sunlighthttp://en.wikipedia.org/wiki/Lifebuoy_(soap)http://en.wikipedia.org/wiki/Lux_(soap)http://en.wikipedia.org/wiki/Vim_(cleaning_product)http://en.wikipedia.org/wiki/Oil_palmhttp://en.wikipedia.org/wiki/Congo_Basinhttp://en.wikipedia.org/wiki/Congo_Basinhttp://en.wikipedia.org/wiki/Solomon_Islandshttp://en.wikipedia.org/wiki/Solomon_Islandshttp://en.wikipedia.org/wiki/Andrew_Pearshttp://en.wikipedia.org/wiki/William_Gossagehttp://en.wikipedia.org/wiki/Widneshttp://en.wikipedia.org/wiki/Joseph_Watson,_1st_Baron_Mantonhttp://en.wikipedia.org/wiki/Hazlehurst_%26_Sonshttp://en.wikipedia.org/wiki/Hazlehurst_%26_Sonshttp://en.wikipedia.org/wiki/Runcornhttp://en.wikipedia.org/wiki/Robert_Spear_Hudson_(soap)http://en.wikipedia.org/wiki/Liverpoolhttp://en.wikipedia.org/wiki/Liverpoolhttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Warringtonhttp://en.wikipedia.org/wiki/Glycerinhttp://en.wikipedia.org/wiki/Palm_oilhttp://en.wikipedia.org/wiki/Tallowhttp://en.wikipedia.org/wiki/Sunlight_(cleaning_product)http://en.wikipedia.org/wiki/Bromboroughhttp://en.wikipedia.org/wiki/Wirral_Peninsulahttp://en.wikipedia.org/wiki/Port_Sunlighthttp://en.wikipedia.org/wiki/Model_villagehttp://en.wikipedia.org/wiki/Port_Sunlighthttp://en.wikipedia.org/wiki/Lifebuoy_(soap)http://en.wikipedia.org/wiki/Lux_(soap)http://en.wikipedia.org/wiki/Vim_(cleaning_product)http://en.wikipedia.org/wiki/Oil_palmhttp://en.wikipedia.org/wiki/Congo_Basinhttp://en.wikipedia.org/wiki/Solomon_Islandshttp://en.wikipedia.org/wiki/Andrew_Pearshttp://en.wikipedia.org/wiki/William_Gossagehttp://en.wikipedia.org/wiki/Widneshttp://en.wikipedia.org/wiki/Joseph_Watson,_1st_Baron_Mantonhttp://en.wikipedia.org/wiki/Hazlehurst_%26_Sonshttp://en.wikipedia.org/wiki/Runcornhttp://en.wikipedia.org/wiki/Robert_Spear_Hudson_(soap)http://en.wikipedia.org/wiki/Liverpoolhttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Soap

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The company grew and operated until 1930, when it merged with a Dutch company, MargarineUnie, to form Unilever, the first modern multinational company.[3] The Lever Brothers name

was kept for a time as an imprint, as well as the name of the US subsidiary, Lever Brothers

Company, and a Canadian subsidiary, Lever Brothers Ltd. Lever Brothers was sold to a UScapital firm Pensler Capital Corporation and renamed Korex in 2008. Korex Don Valley

assumed operations of the Lever Brothers Toronto plant. It has since closed and gone bankrupt.

Lever Brothers in Pakistan

Lever Brothers Pakistan Ltd. is a subsidiary branch of British CompanyUniLever. Unilever

established in 1880 in Britain. Its founder was SIRLORD LEVER. Its has a chain of directors,

which are responsible for itsmanagement. Its head office is in London. It's started its business inIndo-PakSubcontinent in 1888 with the name of Hindustan Lever Brothers.

After the independence of Pakistan, Lever Brothers with name the of LeverBrother Pakistan Ltd.

Started its business in Pakistan 1949. First product theymanufactured in Pakistan was sunlight

Washing Soap. They startedmanufacturing Edible Oil in Rahim Yar Khan in 1952 and soon

startedmanufacturing of Lux after tow years.

Now Lever Brothers Pakistan has many branch factories. Their Mainbranches are in Karachi,

Lahore, Rahim Yar Khan and Rawalpindi. The Headof each branch is the branch manager.

http://en.wikipedia.org/wiki/Netherlandshttp://en.wikipedia.org/wiki/Margarine_Uniehttp://en.wikipedia.org/wiki/Margarine_Uniehttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Lever_Brothers#cite_note-2http://en.wikipedia.org/wiki/Netherlandshttp://en.wikipedia.org/wiki/Margarine_Uniehttp://en.wikipedia.org/wiki/Margarine_Uniehttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Lever_Brothers#cite_note-2

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History

In 1786, Richard Wall opened abutcher's stall in St James'sMarket,London. Selling meat andmeat products, he gained a reputation for being a fine porkbutcher. 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 businessboomed, 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 oldsister. 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, thebusiness maintained its high level standards and resultant recognition, gaining a series of Royal

Appointments from Queen Victoria, King Edward VII, King George IV andKing George V.[4]

The business had always faced a problem in the summer, when sales of meat, meat pies andsausages 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, Thoma Wall II decided to retire, and so sold the

http://en.wikipedia.org/wiki/Butcherhttp://en.wikipedia.org/wiki/St_James'shttp://en.wikipedia.org/wiki/Markethttp://en.wikipedia.org/wiki/Londonhttp://en.wikipedia.org/wiki/Porkhttp://en.wikipedia.org/wiki/Prince_of_Waleshttp://en.wikipedia.org/wiki/King_George_IIIhttp://en.wikipedia.org/wiki/Jermyn_Streethttp://en.wikipedia.org/wiki/Queen_Victoriahttp://en.wikipedia.org/wiki/King_Edward_VIIhttp://en.wikipedia.org/wiki/King_George_IVhttp://en.wikipedia.org/wiki/King_George_Vhttp://en.wikipedia.org/wiki/King_George_Vhttp://en.wikipedia.org/wiki/Wall's_(company)#cite_note-TWallTrust-3http://en.wikipedia.org/wiki/Wall's_(company)#cite_note-TWallTrust-3http://en.wikipedia.org/wiki/Meat_pieshttp://en.wikipedia.org/wiki/Meat_pieshttp://en.wikipedia.org/wiki/Sausageshttp://en.wikipedia.org/wiki/World_War_Onehttp://en.wikipedia.org/wiki/World_War_Onehttp://en.wikipedia.org/wiki/Butcherhttp://en.wikipedia.org/wiki/St_James'shttp://en.wikipedia.org/wiki/Markethttp://en.wikipedia.org/wiki/Londonhttp://en.wikipedia.org/wiki/Porkhttp://en.wikipedia.org/wiki/Prince_of_Waleshttp://en.wikipedia.org/wiki/King_George_IIIhttp://en.wikipedia.org/wiki/Jermyn_Streethttp://en.wikipedia.org/wiki/Queen_Victoriahttp://en.wikipedia.org/wiki/King_Edward_VIIhttp://en.wikipedia.org/wiki/King_George_IVhttp://en.wikipedia.org/wiki/King_George_Vhttp://en.wikipedia.org/wiki/Wall's_(company)#cite_note-TWallTrust-3http://en.wikipedia.org/wiki/Meat_pieshttp://en.wikipedia.org/wiki/Sausageshttp://en.wikipedia.org/wiki/World_War_Onehttp://en.wikipedia.org/wiki/World_War_One

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business in 1920 to Mac Fisheries, which itself was acquired in 1922 jointly by Lever Brothersand Margarine Unie, the founder companies of Unilever.

Now under the direction of Maxwell Holt, ice cream production commenced in 1922 at a factoryin 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, Walls 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 Walls Ltd.Following a review of production facilities, the Gloucester factory was expanded and updated,

and the Acton factory was closed ("Project Phoenix" 1983).

Meat Products

After the purchase of sausage and pate producerMattessons in the early 1980s, Unilever merged

the two companies to form Mattessons Walls.

Following a review, in 1994 Unilever sold off Mattessons Walls, the ownership to the

Mattessons brand, and a licence to sell meat products within the UK under the Walls brand toKerry Foods. Still a prominent manufacturer ofsausages and meat pies, their advert for Walls

Balls" mimic a scene from the film There's Something About Mary.

http://en.wikipedia.org/wiki/Mac_Fisherieshttp://en.wikipedia.org/wiki/Lever_Brothershttp://en.wikipedia.org/wiki/Margarine_Uniehttp://en.wikipedia.org/wiki/Acton,_Londonhttp://en.wikipedia.org/wiki/Wall's_sausageshttp://en.wikipedia.org/wiki/Gloucesterhttp://en.wikipedia.org/wiki/Englandhttp://en.wikipedia.org/wiki/Birds_Eyehttp://en.wikipedia.org/wiki/Mattessonshttp://en.wikipedia.org/wiki/Kerry_Grouphttp://en.wikipedia.org/wiki/Sausageshttp://en.wikipedia.org/wiki/Meat_pieshttp://en.wikipedia.org/wiki/Meat_pieshttp://en.wikipedia.org/wiki/There's_Something_About_Maryhttp://en.wikipedia.org/wiki/Mac_Fisherieshttp://en.wikipedia.org/wiki/Lever_Brothershttp://en.wikipedia.org/wiki/Margarine_Uniehttp://en.wikipedia.org/wiki/Acton,_Londonhttp://en.wikipedia.org/wiki/Wall's_sausageshttp://en.wikipedia.org/wiki/Gloucesterhttp://en.wikipedia.org/wiki/Englandhttp://en.wikipedia.org/wiki/Birds_Eyehttp://en.wikipedia.org/wiki/Mattessonshttp://en.wikipedia.org/wiki/Kerry_Grouphttp://en.wikipedia.org/wiki/Sausageshttp://en.wikipedia.org/wiki/Meat_pieshttp://en.wikipedia.org/wiki/There's_Something_About_Mary

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Ice Cream

Unilever continues to use the brand for ice cream in the UK.[5] Whilst remaining (2006) themarket leader in the UK for individual hand-held products such as Cornetto and Magnum, andvalue-added multi-portion products designed to be eaten at home, such as Viennetta, the Walls

brand faces severe competition from the major supermarket brands and to a lesser extent from

Nestle (absorbing the Rowntree'sand Lyons Maid brands) and Mars spin-off ice cream products.

Walls 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 Walls ice

cream.

http://en.wikipedia.org/wiki/Wall's_(company)#cite_note-4http://en.wikipedia.org/wiki/Wall's_(company)#cite_note-4http://en.wikipedia.org/wiki/Cornetto_(ice_cream)http://en.wikipedia.org/wiki/Magnum_(ice_cream)http://en.wikipedia.org/wiki/Viennettahttp://en.wikipedia.org/wiki/Nestlehttp://en.wikipedia.org/wiki/Rowntree_Mackintoshhttp://en.wikipedia.org/wiki/Rowntree_Mackintoshhttp://en.wikipedia.org/wiki/Lyons_Maidhttp://en.wikipedia.org/wiki/Mars,_Incorporatedhttp://en.wikipedia.org/wiki/Pakistanhttp://en.wikipedia.org/wiki/File:Walls-sausages.pnghttp://en.wikipedia.org/wiki/Wall's_(company)#cite_note-4http://en.wikipedia.org/wiki/Cornetto_(ice_cream)http://en.wikipedia.org/wiki/Magnum_(ice_cream)http://en.wikipedia.org/wiki/Viennettahttp://en.wikipedia.org/wiki/Nestlehttp://en.wikipedia.org/wiki/Rowntree_Mackintoshhttp://en.wikipedia.org/wiki/Lyons_Maidhttp://en.wikipedia.org/wiki/Mars,_Incorporatedhttp://en.wikipedia.org/wiki/Pakistan

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Mission Statement

Lever brothers will be the foremost consumer product company in Pakistan with care, skin, ice

cream and spread. Already positioned in tea, hair, dental and household care, substantially profitable position in cooking oils and fats our strengths come from our people and from

combining the best of our international as well as Pakistan origin. Our commitment is to

continuously care for the need of our customers, consumers, employees, suppliers, share holdersand the community in which we live.


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Walls in Pakistan

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 brandproved the

willingness of the Pakistan market to support high quality,hygienic, innovative product.

Keeping in view the strategy, Wall's Launchedfive new products at the start of the 1997

ice cream season, namely CornettoMango, Feast Kulfa, Split Strawberry, Mini milk

sammar and Solo Cola.These products have not only fuelled volume growth but also

helped inmaintaining and stimulating consumer interest. Moreover, the drive ofvolume

growth continued through geographical expansion with the additionof new

concessionaires and satellite towns.


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Walls Product Line

Competitor 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 its strategy and how it will respond to move make by other.

Current 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

http://www.loveicecream.com/uk_en/products/Mixed%20Multipacks/default.aspxhttp://www.loveicecream.com/uk_en/products/walls/default.aspxhttp://www.loveicecream.com/uk_en/products/viennetta/default.aspxhttp://www.loveicecream.com/uk_en/products/twister/default.aspxhttp://www.loveicecream.com/uk_en/products/solero/default.aspxhttp://www.loveicecream.com/uk_en/products/milk_time/default.aspxhttp://www.loveicecream.com/uk_en/products/magnum/default.aspxhttp://www.loveicecream.com/uk_en/products/feast/default.aspxhttp://www.loveicecream.com/uk_en/products/cornetto/default.aspxhttp://www.loveicecream.com/uk_en/products/chunky_choc_ice/default.aspxhttp://www.loveicecream.com/uk_en/products/carte_dor/default.aspxhttp://www.loveicecream.com/uk_en/products/calippo/default.aspx

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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 in1995 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 into 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.

Direct and Indirect Competitors

DIRECT COMPETITORS INDIRECT COMPETITORS

Omore Nurpur

Hico Haleeb

Igloo Prema

Gourmet Pakola

http://www.google.com.pk/imgres?imgurl=http://www.pakvisit.com/jobs/haleebfoods.gif&imgrefurl=http://www.pakvisit.com/jobs/jobs_in_Haleeb_Foods_Pakistan_sales_HR_lahore_Karachi_Islamabad.html&usg=__pRBoFvG6CduVqFqFNxm_QXkQ48Y=&h=61&w=176&sz=6&hl=en&start=1&zoom=1&tbnid=NWQoH3hhV6EzuM:&tbnh=35&tbnw=100&ei=f1U0TcCWGYnyrQfa-Pm8CA&prev=/images%3Fq%3DPictures%2Bof%2BHaleeb%2BPakistan%26hl%3Den%26sa%3DN%26rlz%3D1T4SKPB_enPK399PK400%26tbs%3Disch:1&itbs=1http://www.google.com.pk/imgres?imgurl=http://sabb-marketing.com/yahoo_site_admin1/assets/images/Nurpur-logo.237223641_std.gif&imgrefurl=http://sabb-marketing.com/our_principals&usg=__rqqd2cCW-k6gu7U6sVg-4ghnvHQ=&h=95&w=200&sz=8&hl=en&start=6&zoom=1&tbnid=hxJGK4_EaCkn1M:&tbnh=49&tbnw=104&ei=IlU0TfGwOoTnrAftssS6CA&prev=/images%3Fq%3DPictures%2Bof%2BNurpur%2BPakistan%26hl%3Den%26sa%3DN%26rlz%3D1T4SKPB_enPK399PK400%26tbs%3Disch:1&itbs=1

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Nestle

Cadboury

Mars

Haagen Dazes

http://www.google.com.pk/imgres?imgurl=http://www.megamodo.com/images2009/03/550_Mars%2520ice%2520Bar%2520multi.jpg&imgrefurl=http://www.roadfood.com/Forums/MARS-Ice-Cream-m535954.aspx&h=314&w=550&sz=55&tbnid=nv_JrCJGC-x_-M:&tbnh=76&tbnw=133&prev=/images%3Fq%3DPictures%2Bof%2BMars%2Bice%2Bcream&zoom=1&q=Pictures+of+Mars+ice+cream&usg=__nr7sUfENm98mETCGDKdZ9_1Hqt4=&sa=X&ei=I140Te-yB43QrQfEt73bCA&ved=0CBIQ9QEwAAhttp://www.sostav.ru/news/2005/01/25/46/

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SWOT Analysis of Walls

STRENGTHS:

Financially Strong.

Wide distribution, due to establish

distribution channels.

High Quality

Good image in the mind of Customer.

Aggressive Promotion scheme's.

WEAKNESSES:

Pure milk is not used in ice cream

There is no variation in Taste

OPPORTUNITIES:

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.

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

THREATS

Hico is also new comer, but rapidly

increase in their Market share is a big

threat for Wall's


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taste and standard, than it would be able

to create a strong position in all

(Pakistan) for a long period of time.

Objectives of Walls

The objective of wall's as under: To defend current Mkt. share

Sale Growth.

Customer satisfaction.

Continue product modification and improvement effort to increase customer benefit and

reduce cost.

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


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Strategies used by Walls

Strategies used by Walls ice cream are as under:

Walls includes incentives like free deep freezers, discounts on bulk purchases.

Walls uses advertising campaigns that reminds and persuades customers to buy ice

cream which is facilitated by price offs, which are frequently offered by the company.

Promotional strategies of Walls ice cream are consistent. It uses Pull strategy for

promoting its product because Walls spent a lot on advertising and consumer promotion

to build up consumer demand.

Walls introduced TRIKE(distribution of product on tricycle with sweet melody) which

acts as a direct marketing.

Conclusion


wall's (1)(1)

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