CASE STUDY OF

MARKETING STRATEGY
“KWALITY WALL’S”
(A brand under the parent
company “UNILEVER”)
PREPARED BY
 PRIYANKA SARAF
 ABOUT UNILEVER
 HISTORY 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 UNILEVER
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 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
 Frozen desserts with ice candy  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 SUPER
PREMIUM
Candies, etc.
 Medium- Chocobar etc. PREMIUM

 Premium- Feast,
Cornetto, etc. MEDIUM

 Super premium- nothing.

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,
CHOCOBAR, CORNETTO, DAIRY CASSATTA,
SPARKEL,
FEAST, ETC CLASSIC ETC
ETC
 BASES OF MARKET
SEGMENTATION
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
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.
 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 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

KWALITY WALLS’ KWALITY WALLS’ KWALITY WALLS’ KWALITY WALLS’ KWALITY WALLS’
FEAST CORNETTO DAIRYCLASSIC
SWINGER SUNDAE CHOCOBAR MINI MILK SPARKLES HATTRIK
 ADVERTISING POLICY
 Kwality Wall’s 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 ice-
creams 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
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
 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 family’s health
• Dresses well
• Almost definitely has received college
level education
• A part of a joint family
• Cosmopolitan, reads femina etc.
 DAIRY CLASSIC
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.
 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).
 THE SUCCESS STORY
 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
 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.
 THE SUCCESS STORY
 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.
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.

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.
 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".
 THE SUCCESS STORY
 “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.

In this a wide range of Kwality Wall’s products sold at an

exciting price points of Rs 10, Rs 12 & Rs15.
 THE SUCCESS STORY
 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).
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.
 THE SUCCESS STORY
 On January 31, 2006 -Kwality wall’s
established 15 more Swirls outlets at
select malls across the country.

 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.
 THE SUCCESS STORY

 Kwality wall’s
unlimited ice cream
offer from 13th Aug to
19th Aug'07,
celebrating our 60 years
of Independence.
 THE SUCCESS STORY
 In the year 2007 kwality Wall’s launched the “Love
Spark” Ad campaign starring Amrita Rao and Gohar of
Jal band.
 THE SUCCESS STORY
 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.
Thank
you