The document presents a strategic analysis for Unilever Pakistan's Wall's ice cream brand. It analyzes Wall's internal and external factors, competitors, and identifies opportunities and threats. Based on the analyses, two potential strategies are evaluated: 1) launching new diet ice creams with varied tastes, and 2) starting a new manufacturing unit in another city. The recommendation is to introduce a new range of diet ice creams, new stick ice cream flavors, and create an additional manufacturing unit.

1. Presented by:
Madiha Muhammad Aslam (669-2013)
Muhammad Farhan (241-2013)
Syed Imran Hussain (304-2013)
Ahmed Omer Waleed (408-2013)
Samer Naheed (460-2013)

2.  Introduction:
 Why we Choose Walls.
 Internal:
 Actual & Proposed Vision and
Mission
 Economic Performance
 Strengths and weaknesses
 Analysis: IFE
 External:
 Manufacturing
 Opportunities and threats
 Analysis: EFE
 Competitors
 Market Share
 Analysis: CPM
 Analysis
 SWOT Matrix
 IE matrix
 Grand Strategy Matrix
 QSPM
 Possible strategies: Matrix
Analysis
 Decisions
 Evaluation
 Conclusion

3. Introduction
The area in which we are interested is food and beverages. Unilever
is one of the largest companies of this field and is a subsidiary of
Proctor and Gamble (P&G). Unilever has many consumer products.
Some of its popular brands are Surf Excel, Dove, Lux, Knorr,
Brooke Bond, Lipton, Fair & Lovely, WALL’S, Dalda, and Sun Silk
etc. LBPL started its operations in 1948. And presently its
headquarters is at Avari Towers Karachi. LBPL was incorporated as
an independent Unilever company in 1955. Lever brothers have a
sizzling market share of 60% in Pakistan. And their field of business
includes Tea, Detergents, Personal hygiene, Edible fats, Consumer
products and Ice cream.

4. Unilever is one of the world’s leading
suppliers of fast-moving consumer
goods. We aim to provide people the
world over with products that are
good for them and good for others.
Creating a better future every day
Unilever Pakistan Ltd
Unilever Pakistan (70.4% Unilever equity) is the
largest FMCG company in Pakistan, as well as
one of the largest multinationals operating in
the country.

5.  Wall's - Global Leader
 Wall’s is sold in more than 40 countries making it the most widely
available ice cream worldwide. Unilever is the global leader of ice cream
and frozen desserts manufacturing with almost 18% of the global market
share.
 History of the Heart brand
 Unilever has been selling ice cream for decades, however the Heart brand
was launched world wide in 1999. The Heart brand logo is common to
every country and has come to be synonymous with quality treats. Wall’s
operates under different names in different markets (Wall's in the UK and
most parts of Asia, Algida in Italy, Langnese in Germany, Kibon in Brazil,
and Ola in the Netherlands).

6. Wall's Pakistan
Wall’s came to Pakistan in 1995 establishing the Wall’s factory on Multan
Road in Lahore. Fully equipped with state of the art machinery, the Wall’s
factory is a standard of hygiene and technology in the region and has become
synonymous with quality. Some of the most popular brands loved by the
masses are now linked to Wall’s; making an irresistible combination that few
could refuse.
Key facts about Wall’s Pakistan:
Wall’s is the market leader of the Pakistani Ice cream market.
All Wall’s products are Halal and are made with Halal ingredients in a Halal
compliant manner

7.  Multinational.
 High Growth rate.
 Monopoly broke recently.
 Innovated approach.
Due to recent Moore launch competition
became tough. We wish to propose new
strategies.

8. Independent Director & Chairman of the Board
Mr. Kamran Y. Mirza
Executive Director
Ms. Fariyha Subhani (Chief Executive)
Mr. Ali Tariq (Chief Financial officer)
Mr. Ehsan A. Malik
Non Executive Director:
Mr. Zulfikar Monnoo
Mian M. Adil Monnoo
Mr. Kamal Monnoo
Mr. Badaruddin F. Vellani
Ms. Shazia Syed

11. The four pillars of our vision set out the long term
direction for the company – where we want to go and
how we are going to get there:
 We work to create a better future every day
 We help people feel good, look good and get more out of life
with brands and services that are good for them and good for
others.
 We will inspire people to take small everyday actions that can
add up to a big difference for the world.
 We will develop new ways of doing business with the aim of
doubling the size of our company while reducing our
environmental impact.

12. “Vitality is at the heart of everything we do. It's in our brands,
our people and our approach to business.”
1. Customers Yes
2. Products or services Yes
3. Markets No
4. Technology No
5. Concern for survival, growth, and profitability Yes
6. Philosophy yes
7. Self-concept No
8. Concern for public image No
9. Concern for employees yes

13. “Vitality is at the heart of everything we do. It's in our brands, our people
and our approach to business by bringing innovation to compete
globally.”
1. Customers Yes
2. Products or services Yes
3. Markets Yes
4. Technology Yes
5. Concern for survival, growth, and profitability Yes
6. Philosophy Yes
7. Self-concept Yes
8. Concern for public image Yes
9. Concern for employees yes

15. PESTEL Opportunity Threats
Political x Due to strike some times ice
creams gets waste during
distribution.
Economical • Gap in Mkt. for diet ice
cream, which Wall's can
cover because they are more,
establish than other's.
• Specially Market for
wedding events.
Omore is also new comer, but
rapidly increase in their Market
share is a big threat for Wall's.
Social
x
Technology Bringing hybrid machines to
face power failure.
Retailers don’t have capable
frizzer to keep ice cream.
Omore started distributing.
Environment x Global Warming.
Legal x X

16. Strength
 Financially Strong.
 Wide distribution, due to establish distribution
channels.
 High Quality
 Good image in the mind of Customer.
 Aggressive Promotion scheme's.
Weakness
 Pure milk is not used in ice cream
 There is no variation in Taste.
 Only one manufacturing unit i.e. in Multan.
 Low sales in winter season.

17. Key Internal Factors Weight Rating Score
Strengths
Financially Strong. 0.08 2 0.16
Strong distribution 0.20 4 0.80
High Quality 0.10 3 0.30
Good image in the mind of Customer. 0.10 3 0.30
Aggressive Promotion scheme's. 0.10 3 0.30
Weaknesses
Pure milk is not used in ice cream 0.10 2 0.20
There is no variation in Taste. 0.12 4 0.48
Only one manufacturing unit i.e. in Multan. 0.08 2 0.16
Low sales in winter season & Ramadan. 0.12 2 0.24
Total 1.00 2.94~ 3.00

18. Key Internal Factors Weight Rating Weighted Score
Opportunity
Gap in Mkt. for diet ice cream. 0.20 3 0.60
Bringing hybrid machines. 0.15 2 0.30
Specially Market for wedding events. 0.22 3 0.66
Threat
Due to strike some times ice creams gets waste
during distribution.
0.12 4 0.48
Omore 0.13 3 0.39
Retailers don’t have capable frizzer to keep
ice cream. Omore started distributing.
0.10 3 0.30
Global Warming. 0.08 2 0.16
Total 1.00 2.89~3.00

20. Strength
1. Financially Strong.
2. Wide distribution.
3. High Quality
4. Good image.
5. Aggressive Promotion
scheme's.
Weakness
1. Pure milk is not used in ice
cream
2. There is no variation in
Taste.
3. Only one manufacturing
unit i.e. in Multan.
4. Low sales in winter season.
Opportunity
1. Gap in Mkt. for diet ice
cream,
2. Bringing hybrid machines to
face power failure.
3. Specially Market for
wedding events.
(S1+O1)= Launch new diet ice
cream. (P.D, M.D,)
(S3+O3)= Make new Add for
weddings. (M.P)
(W3 + O2)= Start new unit in any
other city. (M.D)
(W2+ O3 +O1)= Bring new taste.(P.D)
Threat:
1. Loss due to strike
2. Omore rapidly increase in
their Market share.
3. Frizzer problem
4. Global Warming.
(T3 + S1 +T4 )= Distribute Frizzes
and Service timely. (H.I)
(W3 +T2)= By creating more plant grip
over market share. (M.D )

21. I II III
IV V VI
VII VIII IX
1234
1
2
3
4

22. Integration
Diversification
Market Development
Product Development
Retrenchment

23. Slow Market Growth
Rapid Market Growth
Strong Competitive
Position
Weak Competitive
Position
Quadrant 2
Quadrant 3
Quadrant 1
Quadrant 4

24. Integration
Market Penetration
Market Development
Product Development
Concentric Diversification.

25. SWOT I.E G.S.M
 Product
Development
 Integration
 Market
Development
Integration
Diversification
Market
Development
Product
Development
Retrenchment
Integration
Market Penetration
Market
Development
Product
Development
Concentric
Diversification.

26. 1. Launch new diet ice cream with new taste.
2. Start new unit in any other city.

28. Weight Strategy 1 Strategy 2
Strengths R S R S
Financially Strong. 0.08 1 0.08 2 0.16
Strong distribution 0.20 1 0.20 4 0.80
High Quality 0.10 1 0.10 2 0.20
Good image in the mind of Customer. 0.10 3 0.10 3 0.30
Aggressive Promotion scheme's. 0.10 2 0.20 2 0.20
Weaknesses
Pure milk is not used in ice cream 0.10 1 0.10 1 0.10
There is no variation in Taste. 0.12 4 0.48 3 0.36
Only one manufacturing unit i.e. in Multan. 0.08 1 0.08 4 0.32
Low sales in winter season & Ramazan. 0.12 1 0.12 1 0.12

29. Weight Strategy 1 Strategy 2
Opportunity R S R S
Gap in Mkt. for diet ice cream. 0.20 4 0.80 4 0.80
Bringing hybrid machines. 0.15 1 0.15 4 0.60
Specially Market for wedding events. 0.22 2 0.44 1 0.22
Threat
Due to strike some times ice creams gets
waste during distribution.
0.12 1 0.12 3 0.36
Omore 0.13 2 0.36 2 0.36
Retailers don’t have capable frizzer to keep
ice cream. Omore started distributing.
0.10 1 0.10 1 0.10
Global Warming. 0.08 1 0.08 1 0.08
Total 4.02 5.08

31.  This seemed to an important step where we had to choose either to
go for market development or product development. The interesting
fact was that walls has open outlets by name Magnum 2014.
Our Recommendation:
 Considering this fact now we recommended Walls to Introduce new
range of Diet ice-creams.
 Bring new range of stick ice-cream
 Introduce new flavors
Paan flavor(sweat and strong for Gutka lovers)
Bounty
Mithaye Flavours
 Create one more manufacturing unit.