Walls Origin

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Contents
Situational analysis8
Industry name:8
Company name:8
Product name:8
Mission Statement8
Making you Happy8
Walls History9
GROWTH RATE10
PRODUCT LINE10
oPackaging11
TARGET MARKET12
Current Marketing Mix12
oProduct:SS12
Flavors:12
oPrice:12
oPlace:13
oPromotions:13
Target audience13
Target Market:13
Product Review14
Product name:14
Walls Fruttare Ice Cream14
Price of Product:14
Ingredients:14
ICE CREAM MANUFACTURE15
SWOT ANALYSIS OF WALL'S FRUTTARE ICE CREAM16
oSTRENGTHS16
oWEAKNESSES16
oOPPERTUNITIES16
oTHREATS17
COMPETITORS REVIEW17
oOMORE17
oHico:18
POSITIONING THE PRODUCT18
COMPETITIVE ADVANTAGE18
Market Segmentation19
Walls Fruttare have divided market into these segments19
Demographically Segmentation20
GEOGRAPHIC SEGMENTATION20
Behavioral Segmentation21
Benefits:Quality, taste21
Buying behavior21
CONSUMER INVOLVEMENT21
Potential target audiences and user profile22
Students:22
Kids and teenagers:22
Consumer decision Process22
Problem reorganization:22
Informative search:23
Internal search:23
External Search:23
Evaluation of alternatives:23
oEvoked set approach24
oMulti-attributes approach:24
FCB (Foote, Cone, Belding) Model25
Marketing and advertising plan26
oMarketing objective:26
Pricing strategies:26
Promotional strategies:26
Distribution strategies:26
Wall's Fruttare Distribution Channel27
Target audience27
oTarget Market:27
oDemographics:27
oPsychographic:28
oPositioning strategy:28
Communication objective28
DAGMAR model:28
Integrated Marketing communication Mix29
oMarketing Mix29
Awareness29
Interest29
Desire29
Action29
Communication mix30
oMarketing Mix30
oSTRENGTHS30
oWEAKNESSES30
Source, message , Medium31
oSource31
oMessage31
oMedium31
s Estimated Budget32
We decide to Estimated our budget as follows32
oBudget for T.V Add32
oBudget for bill boards and panels32
oEstimated Cost of Billboards33
oStreamers cost: PKRS. 70.75,512divide into 3 cities33
oPrint media: cost PKR 54,75,99934
Summary of Total Budget Allocation35
Promotional campaign guidelines35
oCreative objective35
oCreative strategy35
oElectronic Media36
oSlogan of walls Fruttare36
oAdvertisement Appeal36
Media plan of “FRUTTARE”37
oMedia objectives37
Reach & Frequency of exposure desired, and Impact37
Make Media Plans for Electronic, Outdoors and Print38
Message Continuity38
oGeographic scope of our promotions38
oMedia Strategy38
Summary39

WALLS
FRUTTARE
ICE CREAM

 
Situational analysis
Industry name:
Food industry
Company name:
Walls ice cream
Product name:
Walls fruttare ice cream
Mission Statement
“Unilever’s mission is to add vitality to life. We meet everyday needs for nutrition; hygiene and personal care with brands that help people feel good, look good and get more out of life.” Making you Happy

Few foods are guaranteed to put a smile on people's faces like ice cream. But while ice cream should always be fun, we've an ever-growing range of lower fat, lower sugar products. Heart brand now provides lighter versions for those watching the calories and smaller sizes for smaller appetites, as well old favorites – there's 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 healthy 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. For example:...
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