CASE STUDY OF MARKETING STRATEGY

“KWALITY WALL’S”(A brand under the parent

company “UNILEVER”)

PREPARED BY

PRIYANKA SARAF

ABOUT UNILEVERHISTORY OF UNILEVER

Uniliver is India’s largest Fast Moving Consumer Goods (FMCG).

HLL’s brands like Lifebuoy, Lux, Surf excel, Rin, Wheel, Fair and Lovely, Pond’s, Sunsilk, Clinic, Pepsodent, Close-up, Lakme, Brooke Bond, Kissan, Knorr- Annapurna, Kwality Wall’s etc.

ABOUT UNILEVERHISTORY 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 Icecream Group families.

BBLIL merged with HLL, with effect from January 1, 1996.

ABOUT UNILEVER 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 WALL’S

KWALITY Walls, which has been identified as one among the 30 power brands of FMCG giant Unilever.

Kwality Wall’s currently commands a market share of more than 50 per cent of the organised Indian ice-cream sector.

KWALITY WALL’S, 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 WALL’S”

Kwality Wall’s is not just a brand – it is the ice-cream associated with the Indian summer.First choice in ice-cream 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 Brands Product form

20,25,30 Cornetto(flirt,strawberry) Novelty

10 Chocobarnova Novelty

30 Choco Brownie Novelty

18 Butterscotch,Kesar pista Novelty

15 Feast Novelty

99 Chocolate excess Take home

99 Fruit Fusion Take home

120 Fruit & nut Take home

5,10 Vanilla,chocolate,strawberry Mainly cups

CASE STUDY

Kwality Wall’s 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.

SUPERPREMIUM

PREMIUM

MEDIUM

BASE

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.

BASES OF MARKET SEGMENTATION

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.

BASES OF MARKET SEGMENTATION

TARGETING For higher end products like cornetto, Uniliver

targeted- well 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 don’t 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.

ADVERTISINGThe 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 PROMOTIONSUniliver 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 WALL’S ADVERTISING STRATEGY:

BRAND WISE ANALYSIS

Include study of 4 brands under Kwality Wall’s:-The house brand.Feast.Cornetto& Dairy Classic.

KWALITY WALL'S- PRODUCT  DIVISION

KWALITY WALL’S

HOUSE BRAND PILLAR BRANDS

FEAST DAIRYCLASSICCORNETTOKWALITY WALLS’

SWINGER SUNDAEKWALITY WALLS’

CHOCOBARKWALITY WALLS’

MINI MILKKWALITY WALLS’

SPARKLESKWALITY WALLS’

HATTRIK

ADVERTISING POLICY Kwality Wall’s follow the policy of seasonal

advertising.

BRAND WISE ANALYSISOF

KWALITY WALLSMARKETING, ADVERTISING

&MEDIA STRATEGIES

HOUSE BRAND

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 ice-creams together with the price in full color half page advertisements.

MARKETING STRATEGY -To increase occasions of consumption and to introduce ice-cream as a snack rather than a treat.

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“A 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.

CORNETTO

CORNETTO

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 CLASSICMARKETING 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 family’s health• Dresses well• Almost definitely has received college

level education• A part of a joint family• Cosmopolitan, reads femina etc.

DAIRY CLASSICADVERTISING 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.

THE SUCCESS STORY

September 21, 2000 - Kwality Wall's steps into softy segment.

Objective :- Target all consumer segments. Provide superior quality,

hygienic, soft and creamy ice cream.

Easily accessible at a very affordable price of just Rs. 5 (US $ 0.1).

2001- Kwality Wall’s Sundaes were launched in chocolate, strawberry and mango flavours.

March 24, 2001 Kwality Wall's introduced the international heart logo to maintain a common visual identity across the globe.

THE SUCCESS STORY

THE SUCCESS STORY On Mar 15, 2002. `Ek Din Ka

Raja' a Rs 15-crore consumer-level promotion campaign was launched. The objective :- Enhance the penetration of the

brand, Increasing the domestic ice-

cream market size.

• For this campaign kwality wall’s won 'The Best Promotion Campaign in India - 2002' at the Promotion Marketing Awards of Asia (PMAA) in Singapore.

HUL introduced five new `innovations in 2002 including Black Currant sundae, Super Cornetto in two variants, Vienetta, Feast Bar, Ripples Softy and Kesar Magic Sundae and Mocha Almond Sundae.

THE SUCCESS STORY

On 10 February 2003 Kwality Wall’s entered summer with first-ever Double Sundaes a ‘double treat’ with two splendid Double Sundaes. The Choco Almond & Honey Fudge Double Sundae. The novel international packaging made it extremely convenient to serve from, refreeze with no wastage and easy to reused for storage.

Fridge mein Kwality Wall's hai kya promotion promo- Launched in Delhi on 15 September till 31 October 2002. Rajiv Mongia of Alaknanda, Delhi won himself a Trips to Australia.

THE SUCCESS STORY 'Bano Toonstar with Scooby-

Doo and Max'.- On March 20, 2003 till to May 31st, 2003. This focussed exclusively on kids.

It entitle kids to a range of prizes from comics, Max jungle trail board games, cameras, tents and of course, the mega prize of all, an opportunity to become a Toonstar!

16 sep 2003- ‘Teen Vardaan Contest' linked to the purchase of Kwality Wall’s ice cream, and launch a limited-edition range with "novel flavours and combination".

“Dil ka dhol bajao”- which urges each of us to celebrate just about anything in 2004. It was backed by Kwality Wall’s exciting and innovative range of products.

The delicious new flavours and intriguing combinations included KW Choco Fudge Cornetto, KW Feast Crunchy Chocobar, KW Viennetta Vanilla (now at Rs 99), KW Lime Punch, KW MAX Sunshine Zing, KW MAX Sparkles Zap, KW Twister Zoom.

THE SUCCESS STORY

In this a wide range of Kwality Wall’s products sold at an exciting price points of Rs 10, Rs 12 & Rs15.

Kwality Walls launched 5 new flavours on March 15, 2005. The new products was Kwality Wall's Cornetto-Chocoblock (with cake), Kwality Wall's Feast-Rum Kick, Kwality Wall's Lite (with 50% less fat), Kwality Wall's Jiggly Bigly (with jelly) for children, and Kwality Wall's Biki Max (vanilla ice cream sandwiched in biscuits).

THE SUCCESS STORY

According to the IRS 2005 figures, Kwality Walls is among the more popular brands with the sec A1, A2 and B1 categories, second only to Mother Dairy -- which is predominant in the north -- and substantially ahead of Amul.

On January 31, 2006 -Kwality wall’s established 15 more Swirls outlets at select malls across the country.

THE SUCCESS STORY

In 2 May 2007 Kwality Walls launched a calcium enriched product with goodness of milk called Moo.

Its pathogen free so it does not cause cold, cough and sore throat in kids. It comes in various forms – a 60 ml (35 g) stick priced at Rs.10 and a 900ml (463 g) brick priced at Rs. 80.

Kwality wall’s unlimited ice cream offer from 13th Aug to 19th Aug'07, celebrating our 60 years of Independence.

THE SUCCESS STORY

THE SUCCESS STORY In the year 2007 kwality Wall’s launched the “Love

Spark” Ad campaign starring Amrita Rao and Gohar of Jal band.

Launched an album named as chalte chalte.

THE SUCCESS STORY

After this they came up with a web site www.spillurdill.com. This have: Amrita corner PREM pundit corner Wats the buzz where u get 3 different category

• Mobile buzz-where u can download latest wall papers, games, videos, screensavers etc.

• cornetto buzz here u can get all d news abt new albums.

• Bollywood buzz IDEA point And Love games.

THE SUCCESS STORY

On January 09, 2008 Indian Oil and Hindustan Unilever Ltd. (HUL) signed an MoU for setting up Kwality Walls Kiosks at select Indian Oil petrol stations across the country.

Cornett’s summer campaign; the "Scratch & Win" promotion in association with OxiCash - May 1 2008.

THE SUCCESS STORY

FUTURE PLANS- Kwality Walls Swirls Ice Cream Parlor

Franchise. HLL intends to introduce a low-fat ice-cream.

THE SUCCESS STORY

Thank you