project report 2010 summer (2)

8/7/2019 project report 2010 summer (2)

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COMPANY PROFILE

LBPL is one of the largest companies operating in Pakistan. This company is not of local origin

but on independently functioning company of Unilever, which is its parent company. Unilever is

an Anglo-European company with its head quarter in London, and its shares are quoted at stock

exchanges of several European countries. They deal in all kinds of products from animal food to

detergents and other personal and consumer products.

William Lever origination of lever Brothers) commenced business in England as a

grocer. He established lever brothers in 1827 in England sunlight was the first product of lever

brothers, while introduced the working of branded product. At the same time Margarine Uni was

established in Netherlands by Simon Van Berg and Auton Jurgens. These two companies

operated business upto 30 in the same markets and enjoyed themselves, in competition.

Consequently both the companies started loosing normal profits due to high competitor.

This problem led to the merger of the two companies. In 1930, these two companies merged

together and the resulting business was named as UNILEVER. The word UNI and LEVER is

taken form Lever brothers. Its headquarter was established in London and potterdaw.

Uniliver has 500 operating companies in 100 countries al lover the world. It has 0.3

million employees and its sales turnover is 23,000 million pounds. Its properties in globalbusiness in 60% in Europe, 20% in North America and 20% in rest of world.

Lever Brother In Pakistan

LBPL started its operations in 1948. A merger of Sadiq Vegetable oil & Abid industries existed

in R.Y. Khan was taken place with Lever Brothers & HVM Company located in Karachi. As a

result of merger, LBPL was incorporated as an independent uniliver company in 1955. now its

head office is located in Avari Plaza Fotunier Jinnah Road Karachi. Lever brothers have a

sizzling market share of 60% in Pakistan.

Field Of Business



Tea

Detergents

Personal hygiene

Edible fats

Consumer products

Ice cream

Mission Statement

LBPL si very conscious about settin targets for the company and chalking out its plans for the

future. In this regard the mission statement of the company is revised continuously to explore

hew horizons and over come its present weaknesses.

As one of Unilever¶s leading brands, it has always been Wall¶s mission to add vitality to your life ±

while being responsible about good nutrition.



Wall¶s

Wall¶s is an international brand of ice cream and is one of the most profitable units of

uniliver walls has its 38 plants all over the world. And has a share of 22% of international ice

cream market. In Pakistan it is 35-40% of total ice cream market (both organized and sectors

combined). In Pakistan Walls started its operations in Feb, 1995 as a decision of Lever

Brothers from Lahore. In just 11 weeks, Lahoris consumer on million liters of the product

crating a record of sorts. On August 11, the same year Wall¶s came to Karachi and took the

city by storm. This story of success was repeated all over the country. Wall¶s has clearly set

new standard of ice cream quality and hygiene in Pakistan. Form marketing point of view

walls brought to Pakistan. The concept of branding, consumers who ask for cornetto, feast.



Plants

At present there are two plants of Walls. One of them with state of art equipment and

latest technology is in Manga Mandi 46km from Lahore. This factory was constructed with an

amount of one billion rupees.

This plant has been expanded and a new extrusion live has bee installed which has

increased the present plant capacity by 15%.

Industry

What do you want? Vanilla, mango or chocolate chip? One scoop or two? With or without

chocolate? Carmel ± coated words for ice cream lovers but not in Pakistan, where an a

material level the per capita consumption of ice cream is half a liter per person per annum.

And this not an exaggeration.

Consumption wise ice cream in Pakistan does to fall n the same category as biscuits or

confectionary for example. This is because ice cram is not an integral part of the every



Pakistani diet. When half a liter per person per annum consumption of ice cram is compared

with consumption of ice cream is compared with among 33% that constitute the Pakistan

urban population this figure is only slightly less discouraging.

If we compare this to the united states, the per capita consumption standards at almost 23

liters per person per annum. On a national level much of the ice cream so in the market is

consumed immediately on purchase, partly many Pakistani homes lack refrigerators.

However, a major factor depressing ice cream consumption trends in Pakistan is limited

disposable income.

The over all picture of ice cream industry in Pakistan is not encouraging. A dominant

market share of 52% is with the unbranded ice cream vendors and artisans which is mainly

due to low per capita income. The remaining 48% of the market share is divided among 5

major companies which are

Wall¶s

Yummy

Hico

Igloo

Rocco

Among these wall¶s is at the top with a market share of 85% and is the biggest brand. The

better four companies are far behind with single digit market share.

Wall¶s success is once that can be attributed to piggybacking on Polka¶s already

dominant share of the market. The major problem which the organized sector of ice cream

culture. In Pakistan ice cream is supposed to be responsible for sore throats and other diseases

which restricted the inheritance of ice cream culture and there is no evolution and development

of such culture. All the cream companies in the organized sector first try to create an ice cream



culture before creating market for their products. This has turned into a challenge for

international companies like Walls and Walls people don¶t seems to back off.

HISTORY OF PRODUCT

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 brand proved the willingness of the

Pakistan market to support high quality, hygienic, innovative product. Keeping in view the

strategy, Wall's Launched five new products at the start of the 1997 ice cream season, namely

Cornetto Mango, Feast Kulfa, Split Strawberry, Mini milk sammar and Solo Cola. These

products have not only fuelled volume growth but also helped in maintaining and stimulating

consumer interest. Moreover, the drive of volume growth continued through geographical

expansion with the addition of new concessionaires and satellite towns.

ICE-CREAM MIX GERNERAL COMPPOSITION

Milkfat: >10%

Milk solids not fat: 9% - 12%

Sucrose: 10% - 14%

Corn syrup solids: 4% - 5%

Stabilizers: 0% - 0.4%

Emulsifiers: 0% - 0.25

Water: 55% - 64%



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

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 in 1995 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 in

to no time. Hence today we see Wall's SPD's on the streets of Pakistan selling all the variants of

ice cream.

OBJECTIVES OF WALL'SThe objective of wall's as under: -

To defend current Mkt. share

Sale Growth.



Customer satisfaction.

Continue product modification and improvement effort to increasecustomer 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.



Segmentation:DEMOGRAPHIC SEGMENTATION:Age:

Teenage, 20to40 years.Family Size:4 to 5 members.

Gender:Both male and female.

Income:RS 15,000 to RS 35,000.

Occupation:Professional, Technical and Students, businessman

Social Class:

Middle Class.

Walls introduce the brands for the younger as well as the children's. Wall's targeted both high as

well as low-income gourds. In simple word we can say that wall's introduce of all income and all

age groups.

GEOGRAPHIC SEGMENTATIONRegion

South Asian RegionPa kistan, .Density

Urban, rulersClimate

Both Northern & Southern region of Pakistan.

This is segmenting the market on basis of location the factors contributes in it is mainly, the

number of population of that area and the living standard of that particular location. The wall's

has been targeted both urban as well as rural areas.

BEHAVIORAL SEGMENTATION:Occasions:For regular occasion.

Benefits: Quality, taste



TARGET MARKET

It is the process of evaluating each market segmentents attractiveness and selecting one or more

segments to enter. Some time companies are able to target every segment, because they arefinancially strong and they can arrange a vast product line.

Wall's have been introduce different verities with different pricing of which some of are has high

price that can only attract high income group and wall's has also different brands with low price

which can be easily purchase by low income groups.

Wall's is easily available in urban and rural areas all over the country.

Wall's has been targeted every segment and we can say that wall's has a Fragmented market.



Marketing Survey:To achieve our marketing objective we do a survey by questionnaire method and collectinformation about that ho can we do better. Following is the surveys reslut which tells us the

infromation that how can we do better marketing of our project and can earn more and more profitfrom our input.

1-What are your prefernces about walls?

Taste 40%

Differen Flavours 20%

Qulaity 10%

Colorful Packing 25%

2-From where first time you came to know about walls?

Friends 20%

Family 10%

Relatives 20%

Advertisments 50%

3-How many other brands have you eat except walls?

1 70%

2 10%

3 15%

4 or above 5%

4-Whats the rank of walls in your prefereable brands of ice cream?

1 60%

2 10%

3 20%

4 5%

5 5%



5-Did you refer walls to your friends and famliy?

Yes 90%

No 10%

6-Where do you usually eat ice cream?

At Home 64%

Outside 35%

7-Do you usually eat ice cream with your friends, family members or by your self?

Family 77%Friends 17%

Alone 6%

8-Do you usually eat packed ice cream or eat ice cream at an ice cream parlor?

Packed branded Ice cream Parlor

Men 63% 37%

Female 83% 17%

Age

18-30 72% 28%30-50 77% 23%

50 and above 71% 29%

9-What type of ice cream do you or your household usually buy?

Cone 35%

Cup 26%

Family pack 40%

10-What type of ice cream do you personally prefer to eat?

Cone 30%

Cup 40%

Family 32%



11-Who has the greatest influence in the choice of an ice cream brand in your households?

Male 27%

Female 31%

Children 35%

All 7%

12- Which flavour you like?

Kulfa 30%

Tuti Fruti 10%

Casataa 5%

Magnum 10%

Corneeto 30%

Others 15%

13-Do you like Diet ice cream?

Gender Diet Sugary

Male 30% 70%

Female 60% 40%

Age

10-20 0% 100%20-40 19 81%

40 and above 45% 55%

By collecting the information about walls we can do something better in order to make better sales

and more profit. After this survry we give some recommendations to walls that how can theyincrease their sales and gain maximum profit.

project report 2010 summer (2)

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