MARKETING STRATEGY OF KWALITY WALLS (A brand under the parent company UNILEVER)

SUBMITTED BY D.GANESH 20098

ABOUT UNILEVER HISTORY OF UNILEVER: Unilever ( is a British-Dutch multinational corporation that owns many of the world's consumer product brands in foods, beverages, cleaning agents and personal care products. Uniliver is Indias largest Fast Moving Consumer Goods (FMCG). HLLs brands like Lifebuoy, Lux, Surf excel, Rin, Wheel, Fair and Lovely, Ponds, Sunsilk, Clinic, Pepsodent, Close-up, Lakme, Brooke Bond, Kissan, Knorr- Annapurna, Kwality Walls etc. HISTORY OF HUL: The liberalization allowed Unilever to explore every single product and opportunity segment, without any constraints on production capacity. In July 1993, Brooke Bond India and Lipton India merged to form Brooke Bond Lipton India Limited. It launched Wall's range of Frozen Desserts in 1994 & by the end of the year. Unilever entered into a strategic alliance with the Kwality Ice cream Group families. BBLIL merged with HLL, with effect from January 1, 1996.

In February 2007, the company has been renamed to "Hindustan Unilever Limited" to strike the optimum balance between maintaining the heritage of the Company and the future benefits and synergies of global alignment with the corporate name of Unilever The strategies to overcome barriers & limitations are: Increase off season sales Expand the overall size of the market Increasing involvement with the brand Promote brand consumption of ice cream Efficient distribution network. Launch Dairy Classic as a fighter brand ABOUT KWALITY WALLS: KWALITY Walls, which has been identified as one among the 30 power brands of FMCG giant Unilever. Kwality Walls currently commands a market share of more than 50 per cent of the organised Indian ice-cream sector. KWALITY WALLS, launched in 1995, is the company's master brand for ice cream. The global leader in ice cream - with a deep insight of the Indian market. It was founded in 1956. It was the first in the region to

import machinery for the mass production and sale of ice cream on a commercial scale. In 1995 Kwality entered into an agreement with Lever as a result of growth in frozen foods market. BRAND STRATIGIES OF KWALITY WALLS: Kwality Walls is not just a brand it is the ice-cream associated with the Indian summer. First choice in icecream for any child or adult. Kwality ice-creams are trusted for their rich, creamy flavours, their trusted quality and nutritious food value. Kwality Wall's ensures that each of its offerings is unique in taste and flavour. PRODUCT TYPE: Ice candies Frozen desserts with ice candy Frozen desserts Ice creams

PRICE AND POSITIONING:

Price Range 20,25,30 10 30 18 15 99 99 120 5,10

Brands Cornetto(flirt,strawberry) Chocobarnova Choco Brownie Butterscotch,Kesar pista Feast Chocolate excess Fruit Fusion Fruit & nut Vanilla, chocolate, strawberry

Product form Novelty Novelty Novelty Novelty Novelty Take home Take home Take home Mainly cups

PLACE: It is available in almost in every subway stations, grossorys, super markets, movie houses.

Kwality Walls the king of frozen desert market: BASES OF MARKET SEGMENTATION: INCOME:Base- Min Milk, Ice Candies, etc. Medium- Chocobar etc. Premium- Feast, Cornetto, etc. Super premium- nothing.

BASES OF MARKET SEGMENTATION: AGE: Adults- Dairy classic range, Pot kulfi, etc. Young adults- Cornetto, Split, etc. Teenagers- Chocobar, Top10, Feast, Cassatta, etc.

 Children- Mini Milk, Solo, Hattrik, Paddle Pop, etc

OCCASSION OF CONSUMPTION

REFRESHMENT

SNACKS

DESSERT

WATER ICE, SPARKEL, ETC

CHOCOBAR, FEAST,

CORNETTO, ETC

DAIRY CLASSIC

CASSATTA, ETC

OUTLETS: Ice-cream Parlours- Dairy classic range, Sundaes, etc. Hotel and restaurants- Dairy Classic Range, etc. Take Home- Pot kulfi, Dairy classic range etc. On the premises consumption (like retailers, push carts)Entire range.

TARGETING: For higher end products like cornetto, Uniliver targetedwell off urban teenager in the metro cities, and working class. Feast targeted- urban teenagers and young adults. Dairy Classic targeted- the typical adult ice cream consumers who dont like experimenting. Split, Hattrik and solo are targeted at children. Dairy classic take home range was targeted at the urban woman.

POSITIONING: Cornetto- As pure indulgence. Feast- Its meant for occasions more substantial than those warranting the consumption of a soft drink. Dairy classic- Was positioned as a rich, creamy ice cream with the finest ingredients. Or we can say art of making great ice cream. Split, Hattrik and solo- no specific positioning. But use of strong use of colours and visual appeal.

 Dairy classic take home range- On rich creamy attribute, in an easy to store and use packaging. ADVERTISING: The communication model used focused Developing and changing attitudes. Associating feelings and emotion. Inducting impulse. The communication strategy was mainly for: Cornetto & Fest Advertising through: Half page colour ads in national and regional newspapers. For dairy classic: Outdoor hoardings. SALES PROMOTIONS: Uniliver introduced promotional activities for: Cornetto- Idea was to introduce trials. This was accomplished by various methods like:

 Two pack at a price, which was 33% less than the price for two individual cornetto. Dairy classic- the innovative promotional methods was: Festival of vanilla where the plain cup was spruced up with various toppings like chocolate, pista and other flavours. The mega cup offer where 125 ml cup was offered for the price of 100ml. KWALITY WALLS ADVERTISING STRATEGY: BRAND WISE ANALYSIS: Include study of 4 brands under Kwality Walls: The house brand. Feast. Cornetto & Dairy Classic.

KWALITY WALL'S- PRODUCT DIVISION :

KWALITY WALLS

HOUSE BRAND

PILLAR BRANDS

KWALITY WALLS SWINGER SUNDAE

KWALITY WALLS CHOCOBAR

KWALITY WALLS MINI MILK

KWALITY WALLS SPARKLES

KWALITY WALLS HATTRIK

FEAST

CORNETTO

DAIRYCLASSIC

ADVERTISING POLICY: Kwality Walls follow the policy of seasonal advertising.

BRAND WISE ANALYSIS OF KWALITY WALLS MARKETING, ADVERTISING &MEDIA STRATEGIES: HOUSE BRAND: MARKETING STRATEGY -To increase occasions of consumption and to introduce ice-cream as a snack rather than a treat. ADVERTISING STRATEGY -The advertising for the brand focuses on the aspect of the joys of life and ice-creams

being one of them and a part of the snacking habit of the Indian market. MEDIA STRATEGY So far the ads have mainly been in print, so as to enable the company to show the whole range of icecreams together with the price in full color half page advertisements. FEAST: MARKETING STRATEGY- To position the brand as A macho chocolate snack for teenagers with attitude, and the target segment consists of young adults. ADVERTISING STRATEGY- To introduce a novelty element into the brand in order to appeal to the target segment. MEDIA STRATEGY- To focus on television advertising specially on prime time satellite channels during shows that have high viewer ship amongst the target. CORNETTO: CORNETTOA togetherness treat Marketing strategy Merging flavours and textures in the ice cream justifies its togetherness image. Target audience consists of young adults.

 The product is very attractively presented. ADVERTISING STRATEGY Advertising aims to create emotion associations with the brand. Personal value is of shared companionship. Media strategy Product is advertised on television during popular TV shows. Promotions are advertised in print. Brand is also advertised in theaters. DAIRY CLASSIC: MARKETING STRATEGY Target segment consists of young housewives and mothers. Consumer profile definition: Has two young children Probably works Is in tune with the times, aware, reads a lot Likes doing things for her family

 Conscious of familys health Dresses well Almost definitely has received college level education ADVERTISING STRATEGY: Advertisement for the brand has been done only in print. To reinforce personal values of caring for the family. MEDIA STRATEGY Advertised through print medium. Product is heavily advertised through hoardings. To induce the housewife to make an impulse purchase of the brand on the home. Hoardings near offices and airport to encourage fathers take home dairy classic as treat.