Case study of kwality wall's brand strategy
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HLL's objectives are to expand its market leader position in India's ice cream market by being the best manufacturer. Its strategy is a hybrid brand strategy using Kwality Walls as the source brand and Walls as the range brand, with three pillar brands: Cornetto, Feast, and Dairy Classic. It segments the market based on income, age, occasion of consumption, and outlet, and targets specific segments like urban teenagers and young adults for higher end products like Cornetto and Feast, and typical adult consumers for Dairy Classic.
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Unilever entered the Indian ice cream market in the 1990s through acquisitions and partnerships. They launched Walls ice cream and established Kwality Walls as the main brand. To grow the market, they pursued innovative products, effective promotions, expanded distribution through retail outlets and mobile vendors, and tailored their offerings to Indian tastes. These strategies helped Kwality Walls become the market leader by understanding customers and building the brand through quality and affordable options.
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Kwality Walls CORNETTO
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Market Research Report : Ice cream market in india 2015 - Sample
For the complete report, get in touch with us at: info@netscribes.com
Abstract :
Netscribes’ latest market research report titled Ice Cream Market in India 2015 highlights the competitive market scenario of the Indian Ice cream market and its growth prospects in the ensuing years. Increasing urbanization and increasing out-of-home food consumption, coupled with the ever-increasing food varieties available in the markets closer to home, are some of the reasons fuelling the ice cream segment. Players in the industry are launching regular and premium brands to tap this potential and growing demand. Global brands are scaling up their presence in the Indian ice cream market. The organized sector dominates the Indian ice cream market share. Interestingly its market penetration has been limited only to the metro and major cities there by creating opportunities for the sector to penetrate into the rural areas.
The absence of consistent power supply has been a major hindrance to market penetration in several states, including Uttar Pradesh, Bihar and Delhi. However, India has a low per capita consumption of ice cream which is creating opportunities for players to capitalize upon. The key trends in the market include increasing number of exclusive ice cream outlets, introduction of new variants, growth of premium ice cream and entry of international brands.
Table of Contents :
Slide 1: Executive Summary
Macroeconomic Indicators
Slide 2: GDP at Factor Cost: Quarterly (2011-2012, 2012-13, 2013-14, 2014-15), Inflation Rate: Monthly (Jul-Aug 2013 – Nov-Dec 2013)
Slide 3: Gross Fiscal Deficit: Monthly (Feb 2013 – Jul 2013), Exchange Rate: Half Yearly (Apr 2014 – Sep 2014)
Slide 4: Lending Rate: Annual (2011-2012, 2012-13, 2013-14, 2014-15), Trade Balance: Annual (2010-11, 2011-12, 2012-13, 2013-14), FDI: Annual (2009-10, 2010-11, 2011-12, 2012-13)
Introduction
Slide 5-6: Ice Cream – Introduction
Market Overview
Slide 7-9: Indian Ice Cream Market – Overview
Market Segmentation
Slide 10: Indian Ice Cream Market – Segmentation
Manufacturing Process
Slide 11-12: Indian Ice Cream Market – Manufacturing Process
Distribution Channel
Slide 13: Distribution Channel – Summary
Slide 14-17: Distribution Channel
Value Chain Analysis
Slide 18: Ice Cream – Value Chain Analysis
EXIM
Slide 19: Export and Import of ice cream (2011-2012 – 2014-2015 [Apr-Nov],
Slide 20: Major Exporting Nations – Value-Wise (2014), Major Importing Nations – Value-Wise (2014)
Drivers & Challenges
Slide 21: Drivers and Challenges – Summary
Slide 22-27: Drivers
Slide 28-29: Challenges
Trends
Slide 30: Trends – Summary
Slide 31-34: Key Trends
Government Regulations and Policies
Slide 35: Government Regulations and Policies – Summary
Slide 36-38: Government Regulations and Policies
Competitive Landscape
Slide 39: Porter’s Five Forces Analysis
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Case study of kwality wall's brand strategy
- 1. Quality ice cream :- Marketing strategy
- 2. •The business objectives of HLL (for ice creams and frozen desserts) are to expand and dominate (market leader position )the ice cream market in India by being the best manufacturer of ice cream. •The overall strategy of BBLIL ( Brooke bond Lipton India limited )had been to acquire the larger players to create a high entry barrier to new entrance.
- 3. •Increase off-season sales •Expand the overall size of the market •Increasing involvement with brand •Promote planned consumption of ice cream •Efficient distribution network •Launch dairy classic as a fighter brand
- 4. KWALITY WALL’S BRAND STRATEGY HLL is following a hybrid brand strategy. The kwality name is source brand Walls is the range brand The three pillar brand:- Cornetto Feast Dairy classic
- 5. THE PRODUCT PORTFOLIO Frozen dessert :- it is part of the international range that Unilever sells worldwide Ice creams :-typical Indian ice cream Standard product form like cups ,cones, and take home packs Ice candies:-this comes in a stick form Frozen desserts with ice candy:-this is a mixture of frozen dessert and candy
- 6. Bases of segmentation Income : Base Medium Premium Super premium Age :- Adults Young adults Teenager children
- 7. Occasion of consumption:- Refreshment Snacks Dessert Outlet:- Parlours Hotel and restaurants Take home On-the-premises-consumption
- 8. Targeting For higher end products like cornetto,uniliver targeted-well off urban teenager in the metro cities and working class. Feast targeted-urban teenager and young adults. Dairy classic targeted- the typical adult ice cream consumers who do not like experimenting
- 9. advertising The communication model used focused Developing and changing attitudes Associating feeling and emotion Inducting impulse The communication strategy was mainly for:- Cornetto feast