Saturday, May 25, 2019

Sales Project Report on Wall”S

debateS Introduction palisades was bought by Mac fisheries in 1920 who then sold Walls to Lever Brothers in 1922. In 1922 by the 1950s, wartime rationing produced a risky appetite for scum pickaxe sales reached ? 46 million by 1959 and Walls unfastened a bounteous ice cream factory in Gloucester. Supermarkets began to stock ice creams in addition to small advanced street shops. Market research in the 1970s showed that practically any one and only(a) loved ice cream. Walls ice cream started product. Walls ice cream introduced in 1995 in Pakistan down the stairs unilever distinguish.Unilever is one of the biggest brands in Pakistan and 56 other brands argon registered under unilever brand. Meeting the everyday needs of community everywhere. It is the world number 1 in ice-cream, margarine, and tea-based beverages also in personal wash, prestige fragrances and deodorants. Unilevers packaged foods business is the worlds third largest after Nestle and Kraft. Yet at the same time, the group has pruned its portfolio by 75%, disposing of some regional products and rebranding others in order to concentrate on a smaller roster of global power brands.Advertising Age estimated global metric advertising expenditure of $3. 5bn in 2004 making Unilever the worlds number 3 advertisers. ?Founded 1930 ?Employees 350,000 ?Sales $25. 3 Billion ?Profits $982 Million ?Headquarters London, England and Rotterdam the Netherlands ? 3d-largest company in Britain ? fields largest margarine producer ?Worlds largest soap and detergent maker ?Worlds largest maker of packaged tea ?Worlds largest ice cream maker ?Worlds 3rd-largest advertiser ?Worlds 16th largest industrial company ?Rank Worlds largest consumer products companyUnilever is one of the worlds leading food companies. Our passion for understanding what state want and need from their food and what they love approximately it makes our brands a popular choice. In the belated 19th century the businesses that wou ld later become Unilever were among the most philanthropic of their time. They set up projects to improve the lot of their workers and created products with a positive social impact, making hygiene and personal c are commonplace and improving nutrition through adding vitamins to foods that were already daily staples.The decade starts with the launch of Path to Growth, a five-year strategic plan, and in 2004 except sharpens its focus on the needs of 21st century-consumers with its Vitality cut downion. Ice cream is made from milk, fat and sugar. These are cooled as they are mixed, then whipped to create a light, airy texture. Flavourings, fruit or cocoa are added then the whole mixture is frozen again before packaging. Walls have been continuously adding new products to its lam. As a result Walls has registered a significant increase in its sale volume during the last ten years in Pakistan. Mission Statement Unilevers mission is to add vitality to life. We meet everyday needs f or nutrition hygiene and personal care with brands that help heap feel ethical, look good and get more out of life. Walls dance Acquisition In 1994 Lever Brothers Pakistan tried to acquire Polka Ice Cream for Rs 600 million. Polka ref employ the bid, demanding instead Rs. 1 billion. One year after the launch of Walls Ice Cream by Lever Brothers in 1995, Polka approached Walls with an offer to merge the two companies. In 1998 Polka merged into Walls both combined with one and other. After the merging they are working together for last 7 years.On Polka packaging there is a brand mark of Walls ice cream. Walls has a 28% share in the ice cream market 25% of which comes from the take billet range and 64% of the inclination range the highest in the entire industry. Taste the fun side of life Mention ice cream and most people think of the Heart brand. The brand with the big red heart logo is behind more much-loved ice cream classics from indulgent treats like Magnum and Cornetto. Making you gifted Few foods are guaranteed to impersonate a smile on peoples faces like ice cream. But while ice cream should always be fun, weve an ever-growing range of lower fat, lower sugar products.Heart brand in a flash provi stilbesterol lighter versions for those watching the calories and smaller sizes for smaller appetites, as well old favorites theres something for everyone Some ice creams are best as an occasional indulgence, but others can be a regular treat, and eaten sensibly, ice cream can be part of a vigorous balanced diet. Heart brand is developing products that are lower in fat, sugar-free, lactose-free, as well as low-crab options and those with more nutritional goodies like calcium and fruit. fundamental facts Unilever is the worlds biggest ice cream manufacturer, with an annual turnover of 5 billion. Heart brand products are sold in more than 40 countries. The Heart brand operates under different names in different markets (Walls in the UK and most parts of Asia, Algida in Italy, Langnese in Germany, Kibon in Brazil, and Ola in the Netherlands). Ice cream is an impulse buying product it is related to happiness, fun and togetherness. 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. Walls have divided the ice-cream products into three main categories. 1. impulse item 2. In home 3. bulk pack Impulse point in time Impulse items are produce especially for kids and teenagers. KIDS It includes Rocket, Twister, Bigger Three, and Vanilla cup, Rainbow Berry Dip and Choc Dip which are for kids. SLOGAN All Action All Walls TEENAGERS It includes jet sport, Kings Kulfa , Mango Kings KulfaVanilla, and Choc Bar, Cornetto, Pop cone,Chocolate Passion, Magnum, and Feast SLOGAN All Hearts All Walls. IN HOMEIn h ome ice cream products are especially designed For family and adults which includes liter and half liter packs also Have half and full packs. It includes Tutti Fruity, Cassatta, Kings Kulfa, Mango, Chocolate chip and many more. BULK remove These are for dealers and hotels and Walls providing in large Or big quantity in the form of big packs. Walls deal with pizza Hut, McDonalds, major shopping centers, stores, vendor. Annual Growth Rate 13. 37% is annual growth rate of the walls company And walls ice creams remain the best. SWOT ANALYSIS Strengths Strong brand equity. Quality product Larger dealers network Country wide accessibility 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 alt hough 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 rival 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 interchange Techniques Let people know you sell ice cream Show customers and passersby that you sell ice cream by displaying POS items such as pavement signs, flags and use bins outside your store. This may result in further impulse buys, growing your overall business. 2 Keep your storage locker clean and full Only 50% of intended ice cream barter fors result in a sale due to unappealing cabinets. Check your stock regularly and clean and defrost your cabinet to attract more sales and keep running costs down. 3 Stock the best sellersStock the best marketing brands in each of 4 segments chocolate snacks, cones, adult refreshment and kids to make it easier for your customers to find what they want 4 Make your cabinet easy to find Place your cabinet in a high traffic flow area near to the till and ideally amongst other impulse products. 5 Draw attention to your cabinet Use indoor POS items such as freezer display boards, basket labels and cabinet stickers to make your cabinet stand out. 6 Stock ice cream all your round A third of all ice cream sales are made during the winter months, so stock up now and dont miss out. Distribution ne of the competitive advantage of bulwarkS is its availabilty, which is ensured by extensive distribution. The distribution of icecream is different from other products. To keep it in a good form it moldiness be chilled at appropriate temprature. For thid purpose deep freezers are used, which are provided by the company. However the running costs are to be paid by the retailer. For this purpose walls gives a margin of 18% to its retailerdistributors, which is distributed over entire channel. Pakistan is divided in three major sections. These are as follows 1) North ( Islamabad, Peshawar, Northren Areas) 2) important Central Punjab and Lahore) 3) South ( Sindh and Balochistan) Disribution Channel Distribution is making the product available but this availablity should ensure that product must be 1- At right place 2- At right time 3- In right condition groinS have a hybrid distribution system. It reaches different customers with different systems. WALLS is using two types of ditribution channels, both are indirect channels. Producer Distributor Retailer Consume r RetailerSecurity forthe freezersInvestment onIce cream productsBoard for advertisementTotal investment required Others1500012-15,000300030,000WALLSNil12-15,000Nil15,000 promotional Strategies Promotional strategies of WALLs ice-cream is consistent. It uses Pull strategy for promoting its product because WALLs spent a lot on advertising and consumer promotion to build up consumer demand. Promotional Budget One of the hardest marketing decisions facing a company is how much to spend on promotion. How des a company decide on its promotion budget WALLs ice-cream uses Objective-and-Task Method to set its budget for promotional activities.This budgeting method entails (1) defining specialized promotion objectives, (2) determining the tasks needed to achieve these objectives, and (3) estimating the cost of performing these tasks. The sum of these costs is the proposed promotion budget. Walls determine its specific tasks to achieve its objectives which are defined by the companys managem ent, to achieve these objectives WALLs estimates the costs of different tasks, which are to be done to promote its products. 1. Promotional Objectives Promotional objectives of the WALLs ice-cream are as follows Inform Persuade RemindCompanies inform the people when they dont know about the product, persuasion takes place when people already know about the product and company forces them to buy the product and when companies is selling enough quantities of a product it reminds consumers about the product to keep the sales at the same level in future. Promotion is important for firms in many ways. It helps to establish image of product, which the manufacture wants to portray, and also the personality of product. It informs the people, creates awareness and helps in positioning and repositioning of the product.With promotional tools company can tell about the availability of product, company can justify prices or can communicate the features of the product. WALLS is not promoting its products individually because WALLS believe that the high character reference it is providing through its products are more than sufficient to prove its identity. We believe that now there is a need for WALLS to promote its products separately as international competition is coming as well. 2. Tasks Selection of different promotional tools advertising and media schedules and what types of message are delivered to the target audience. WALLs uses Advertising and Sales Promotion. . Cost/Budget Estimated budget of WALLs of promotion is Rs. 2. 5 million (est. ) Promotional Tools 1. ADVERTISEMENT WALLS is creating awareness about its new products such as supper Cornetto, Carte DOR for this purpose it is using huge signboards on the major square of the cities and more importantly both the print and electronic media for advertisement and for that it is following AIDA model. Awareness The WALLS uses print and electronic media sum the signboards initially just to create awareness and knowl edge about its new product as these days it is giving A lot of adds of both of its fresh launched producs Super Cornetto. Interest As the public gets awareness of the produces of WALLS the next step is to create interest among the target buyers about the product which is again done through advertisement. Desire The WALLS create curiosity among the customers and transform that curiosity into the desire of the product. Action Finally to make the customer purchase the product this is the final thing to be done in model. The WALLS follows a sequential pattern through which it strengthens its newly launched products. Or to put in another way, the concept can be very well understood with the help of the above given building blocks InformPersuade Remind Companies inform the people when they dont know about the product, persuasion takes place when people already know about the product and company forces them to buy the product and when companies is selling enough quantities of a product it reminds consumers about the product to keep the sales at the same level in future. Promotion is important for firms in many ways. It helps to establish image of product, which the manufacture wants to portray, and also the personality of product. It informs the people, creates awareness and helps in positioning and repositioning of the product.With promotional tools company can tell about the availability of product, company can justify prices or can communicate the features of the product. WALLS is not promoting its products individually because WALLS believe that the high quality it is providing through its products are more than sufficient to prove its identity. We believe that now there is a need for WALLS to promote its products separately as international competition is coming as well. The theme of advertisement varies with the product image and positioning. But walls follow the same theme internationally.The advertisements run on TV are made in foreign countries. The objec tives of advertising are the three basic ones which include informing, persuading and reminding about different brands of walls. WALLS have used all sorts of mediums of mass communication and one to one bases. The mediums used in WALLS promotional activities are TV Billboards News papers Magazines radio set Banners Pamphlets Stands in shops Shop boards Sponsorships of pop stars, actors, models Event arrangements Bus Stop Board Ads Fun carnival carried out in different parks such as Racecourse Park 2.SALES PROMOTION WALLS has been going a number of sales promotion activities like the 1- Cycling System WALLS started its cycling system for awareness but after that its task was modified into doing sales promotions for the company. And also cycling system has proved excellent in terms of sales and promotion. 2- Discount Coupons WALLS launches very low price products for the purpose of both market expansion and sales promotion. Like Solo for Rs. 2 and Liter pack for Rs. 45 was also to boost sales. 3- Discounts and Offerings Walls offered 5% discount in off- mollify. 3. Public RelationsFor strengthening itself in relationship markets WALLS is not only going for customer satisfaction but also stressing upon building strong public relations. For example, under the umbrella of Unilever, WALLS has been trying to part in charity activities and also to stay in front in national and religion events. For instance events like Valentines Day. WALLS uses such occasions to not only promote its sales but also to build strong public relationships through sponsoring events on this day. Moreover, it has recently started organizing colorful Fun Carnivals too, which is totally a family affair.This is just an instance WALLS tries to gain maximum of such opportunities. 1. Customers Price discounts Quantity discounts 2. Distributors Shares 50% of the distributors expenses Off season discounts 5% 3. Retailers Free freezers to retailers Investment on each retailer Rs. 22,00 0 Free freezers maintenance 4. Street Vendors Free Trikes To strengthen its relationship with the various public and customers WALLs sponsors an Art exibition. Hierarchy of Marketing Department (sales force) National/Country marketing (sales) manager ? Zonal sales manager Area/territory sales manager ? Sales officer ?Our Suggestions REFERENCES 1. www. wallspakistan. com-0 2. www. unilever. com-1 3. www. yummy. com. pk-2 4. www. unilver. co. uk-3 5. www. walls. co. uk-4 6. www. yahoo. com-5 7. www. google. com-6 ? -0 http//www. wallspakistan. com/ -1 http//www. unilever. com/ -2 http//www. yummy. com. pk/ -3 http//www. unilver. co. uk/ -4 http//www. walls. co. uk/ -5 http//www. yahoo. com/ -6 http//www. google. com/

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