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ACKNOWLEDGEMENT

All praise is due to Allah, the lord and cherisher of the university. May his paceand blessings be upon prophet Muhammad (PBUH), his household, companionsand all folloers of the right !uidance till the day of "udgment. #irst of alle are than$ful to A%%AH Almighty ho has created us, gave us the poer to

understand and the poer to gain $noledge. &ithout His $ind guidance e ouldhave not been able to complete any tas$ given to us. &e are great full for theguidance hich has been allotted to us from Allah Almighty to understand and

gain $noledge.

Allah, the 'alted, says * +ay Are those ho $no eual to those ho $no

not- t is only men of understanding ho ill remember.*

&e give honor and privilege to our respected resource person ho helped us inthin$ing in the right direction by giving us this challenging tas$.

.We would also like to thank our families, who added a boost to our

onfidene, and are alwa!s "ra!in# for our suess

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COM$AN% $&O'(LE

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(ntrodution)

&all/s as bought by Mac fisheries in 0123 4 ho then sold &all/s to %ever Brothers in 0122.n 0122 by the 0153s, artime rationing produced a big appetite for ice cream 4 sales reached678 million by 0151 and &all/s opened a large ice cream factory in !loucester. +upermar$etsbegan to stoc$ ice creams in addition to small high street shops. Mar$et research in the 0193sshoed that practically everyone loved ice cream. &all/s ice cream started production. &all/sice cream introduced in 0115 in Pa$istan under unilever brand.

Unilever is one of the biggest brands in Pa$istan and 58 other brands are registered underunilever brand. *Meeting the everyday needs of people everyhere*. t is the orld number 0 inice:cream, margarine, and tea:based beverages; also in personal ash, prestige fragrances anddeodorants. Unilever

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he decade starts ith the launch of Path to !roth, a five:year strategic plan, and in 2337further sharpens its focus on the needs of 20st century:consumers ith its Jitality mission. cecream is made from mil$, fat and sugar. hese are cooled as they are mied, then hipped to

create a light, airy teture. #lavourings, fruit or chocolate are added then the hole miture isfroKen again before pac$aging.&alls have been continuously adding ne products to its range. As a result &alls has registereda significant increase in its sale volume during the last ten years in Pa$is

Mission Statement

E+nileer-s mission is to add italit! to life* We meet eer!da! needs for nutrition. h!#iene

and "ersonal are with brands that hel" "eo"le feel #ood, look #ood and #et more out of

life*/

Wall's Polka Acquisition

n 0117 %ever Brothers Pa$istan tried to acuire Pol$a ce Lream for Ds 833 million. Pol$arefused the bid, demanding instead Ds. 0 billion. Fne year after the launch of &all

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0uestion Mark)

Products ith lo share of a high:groth mar$et

1tar)

Products ith high share of a high:groth mar$et

http://www.walls.co.uk/uk_en/products/magnum/magnum_classics/33/default.aspxhttp://www.walls.co.uk/uk_en/products/magnum/magnum_classics/35/default.aspxhttp://www.walls.co.uk/uk_en/products/magnum/magnum_classics/32/default.aspxhttp://www.walls.co.uk/uk_en/products/magnum/default.aspxhttp://www.walls.co.uk/uk_en/products/solero/mini-solero/49/default.aspxhttp://www.walls.co.uk/uk_en/products/solero/solero/49/default.aspxhttp://www.walls.co.uk/uk_en/products/solero/solero/48/default.aspxhttp://www.walls.co.uk/uk_en/products/solero/default.aspx

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Cash Cow)

Products ith high share of a lo:groth mar$et.

Do#)

Products ith lo share of a lo:groth mar$et.

http://www.walls.co.uk/uk_en/products/viennetta/viennetta/55/default.aspxhttp://www.walls.co.uk/uk_en/products/viennetta/default.aspxhttp://www.walls.co.uk/uk_en/products/feast/feast/26/default.aspxhttp://www.walls.co.uk/uk_en/products/feast/feast/27/default.aspxhttp://www.walls.co.uk/uk_en/products/feast/default.aspx

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Key facts

Unilever is the orldibon in BraKil, and Fla in the =etherlands).

ce cream is an impulse buying product it is related to happiness, fun and togetherness. ce creamis a froKen product made from a combination of mil$ products and eggs, sugar detrose cornsyrup etc. t as once considered a sophisticated item of food is no becoming increasinglypopular among the people. here are small, medium and large manufacturers of ice cream in

Pa$istan.&alls have divided the ice:cream products into three main categories.2* im"ulse item

3* (n home

4* bulk "ak

Impulse Itemmpulse items are produce especially for $ids and teenagers.

KIDS)

t includes Doc$et, ister, Bigger hree, and Janilla cup, DainboBerry Oip and Lhoc Oip hich are for $ids.

SLO N: All Ation All Wall-s

TEENAGE&1)(tincludes Iet sport, >ings >ulfa

, Mango >ings >ulfa,%ight Janilla, and Lhoc Bar, Lornetto, Pop cone,Lhocolate Passion, Magnum, and #east

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SLO N:All 5earts All Walls-*(N 5OME)

n home ice cream products are especially designed#or family and adults hich includes liter and half liter pac$s alsoHave half and full pac$s.t includes utti #ruity, Lassatta, >ings >ulfa, Mango,Lhocolate chip and many more.

1OLGAN)All 'amil! All Wall-s*

6+LK $ACK)hese are for dealers and hotels and &all/s providing in largeFr big uantity in the form of big pac$s. &all/s deal ithPiKKa Hut, McOonalds, maIor shopping centers, stores, vendor.

1(T+AT(ON ANAL%1(1

2* General state of the eonom!

Fn the bac$ strange economic recovery of last year Pa$istan/s economy is gathering evengreater momentum during the current fiscal year (2337 : 35).!OP is targeted to gro by 8.8@ in 2237:35 poered by a strong groth in manufacturing

(03.2@) and continuing robust performance in services (8.2@) and agriculture (7.3@).he !OP groth is li$ely to eceed the target and may end up at around 9@ the highestgroth in the last 05year.he literacy rate of Pa$istan is estimated at 57@ of both sees.

3* Condition of the om"an! in industr!

&all/s is very stable an established company and it is being operated by Unilever Pa$istan.&all/s is in the mar$et for almost 03 years in Pa$istan and they are considered to be pioneerin froKen desert in Pa$istan. hey have a large distribution channel hich spans almost all ofthe maIor cities of the country. hey have number of renoned products in their credit. heir

$ey products are

Ma#num

'east

Cornetto

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1WOT ANAL%1(1

1tren#ths) +trong brand euity.

uality product

%arger dealers netor$

Lountry ide availability

Production under Unilever brand is one of the biggest strength for company

nnovative (using latest technology for the manufacturing of the ice cream and all system

is computeriKed)

Uniue innovative pac$ing

Weaknesses) Perception about the company is that it is specially made for high class consumers. his

perception is affecting company image although &all/s is ma$ing ice cream for everyclass and they have those products hich are ranging from 5 to 3 hich can beaffordable for the poor people.

&eather barrier is also the factor hich is affecting the production of the ice cream and

can be ta$en as a ea$ness for the &all/s

Product price high ith respect to the competitor in some flavors

O""ortunities)

Dange of the products can be increased especially for the $ids >ids are the big opportunities for the company

ncrease in the population

Unilever brand is the big opportunity for the &all/s as it is ell $non internationally

Threats) f any multinational company launch ice:cream product then it ill be a big threat for the

company but up till no company is not facing any $ind of threat.

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Demo#ra"hi)&hen e tal$ about ice cream e have three social classes ho are the potential customers

5i#her Class

Middle Class

Lower Class

he companies li$e galay mars and move pic$ are classified as higher end and middle endproducts and they are costly as compared to alls.he companies li$e ?ummy, gloo, and Docco are middle end brands they are lo pricesproducts they are for price conscious people ho belong to middle class and loer class ofthe society.&hen e tal$ about &alls Lompany it is targeting the three maIor classes of the Pa$istansociety. Price ranging from 5 to 053 hich is affordable for every class of Pa$istan.According to present situation demographic factor are not affecting the company a lot but itplay a sufficient role.

Cultural and 1oial Enironment)

Most of the population of the Pa$istan belongs to middle class ho are potential customersof our product. +o the scope of the company is high.Fn cultural festival all/s offering special offers on ice cream. %uc$y dra, coupon schemeincluded in such offers by the alls. hey also have a big part in cultural promo hichreflects the culture of Pa$istan.

Eonomi and Tehnolo#ial Enironment)here is a great boom of manufacturing varieties of ice cream and great demand from thepeople for ne flavors. =e shapes in ice cream style or stylish ice cream are attracting bigpopulation of Pa$istan for the ne style and shape alls are using computeriKed system formanufacturing hygienic products. High machinery is placed in main manufacturing units ofalls. his technology is groing day by day hich is affecting the manufacturing of icecream and publicity of company. &alls are affordable and easy to eat ith great taste.

$olitial and Le#al Enironment)he political condition of Pa$istan is highly uncertain and unstable but from fe years ehave seen some consistency in government policies hich encourage the foreign investors toinvest in Pa$istan. &alls have strong status because ice cream is manufacturing under

unilever brand. Unilever is one of the biggest multinational company in Pa$istan in payinghigh amount of taes and contributing in Pa$istan economy. +o there is no political pressureon &alls Lompany from the government of Pa$istan.

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Com"etitors Enironment)here is a pure competition in this industry. he product is homogeneous and there are large

number of buyers and sellers as ell. here is easy entry and eit of buyers. o promote theproduct all the companies are using high price strategy. here are eight companies in froKendesert industry including all/s ho are competing ith each other ith respect to price anduality.

Eolo#ial enironment)he global arming is one of the biggest issues these days. he ever increasing heat in thispart of the &orld is unbearable so there must be a cool stuff after lunch and dinner.'specially in countries li$e Pa$istan here the summer season is uite an etended one.

Wall9s 7 Global Leader

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&all/s is sold in more than 73 countries ma$ing it the most idely available ice creamorldide. Unilever is the global leader of ice cream and froKen desserts manufacturing ithalmost 0C@ of the global mar$et share.

Addin# :italit! to Life

&ith customers becoming more health conscious, &all/s has also ta$en a conscious step toproviding healthier and nutritious products. &all/s innovation centre in U> is constantlyor$ing on ma$ing healthier products by reducing the fat content in the products yet offering thesame great taste. &all/s is striving to be a healthier choice for $ids by loering sugar content andintroducing nutrient rich offerings li$e Moo hich has calcium eual to one glass of mil$.

5istor! of the 5eartbrand

Unilever has been selling ice cream for decades, hoever the Heartbrand as launched orld

ide in 0111. he Heartbrand logo is common to every country and has come to be synonymousith uality treats. &all/s operates under different names in different mar$ets (&alland most parts of Asia, Algida in taly, %angnese in !ermany, >ibon in BraKil, and Fla in the=etherlands).

Wall9s $akistan

&all/s came to Pa$istan in 0115 establishing the &all/s factory on Multan Doad in %ahore. #ullyeuipped ith state of the art machinery, the &all/s factory is a standard of hygiene andtechnology in the region and has become synonymous ith uality. +ome of the most "o"ularbrands loved by the masses are no lin$ed to &all/s; ma$ing an irresistible ombinationthat

fe could refuse.

Ke! fats about Wall-s $akistan)

&all/s is a leader in ce cream and froKen goods.

All &all/s products are made ith Halal ingredients in a Halal compliant manner