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Assignment: Management Topic: Walls ice cream Assigned By: Sir Mazhar HayatAssigned to:Usman Maqsood (40)Sajjad Rashid(60)WaqarAsim (50) Zia urRehman (53)

Table of contentsIce cream industry:5Introduction of Company:6Walls:6CURRENT MARKET SITUATION:7Walls in Pakistan:8Competitors Analysis:8Products:8Ingredients8Structure and Hierarchy:10Ehsan A. Malik - Chairman & CEO:11Ali Tariq - CFO:11Amar Naseer:11Amir Paracha:11SWOT ANALYSIS OF WALL'S:11STRENGTH:12WEAKNESSES:12OPPORTUNITIES:12THREATS:12SEGMENTATION:12DEMOGRAPHIC SEGMENTATION:13GEOGRAPHIC SEGMENTATION:13BEHAVIORAL SEGMENTATION:14TARGET MARKET:14POSITIONING THE PRODUCT:14Market Attractiveness:15Marketing Information System:15Internal Records:15Marketing Intelligence:16Sampling:16Marketing Research:16MARKETING MIX STRATEGIES:16PRODUCT:16Product Differentiation:17DIMENSION OF PRODUCT QUALIY IN WALLS ICECREAM:17FUNCTIONAL PERFORMANCE:17DURABILITY:17CONFORMANCE TO SPECFICATION:17Features:18Reliability:18Serviceability:18Fit and Finish:18Quality Reputation of the Brand Name:18PRODUCT LIFE CYCLE:18PRODUCT LIFE CYCLE STAGESINTRODUCTION:19Introduction Stage:19Growth:19Maturity:19Decline:194Ps of Walls:191.Product19Core Product:19Actual Product:20Augmented Product:20Brand Name:20Brand Mark:202.Pricing:20Pricing Objectives:213.Placement:214.Promotion21Promotional Methods:21Personal Selling:21Advertising:22Sales Promotion:225.Packaging22Labeling:22Design and Color:22Departments:23

Ice cream industry:Ice cream (derived from earlier iced cream or cream ice is a frozen food usually made from dairy products, such as milk and cream, and often combined with fruits or other ingredients and flavours. Most varieties contain sugar, although some are made with other sweeteners. In some cases, artificial flavorings and colorings are used in addition to, or instead of, the natural ingredients. The mixture of chosen ingredients is stirred slowly while cooling, in order to incorporate air and to prevent large ice crystals from forming. The result is smoothly textured semi-solid foam that is malleable and can be scooped.

The meaning of the phrase "ice cream" varies from one country to another. Phrases such as "frozen custard", "frozen yogurt", "sorbet", "gelato" and others are used to distinguish different varieties and styles. In some countries, such as the United States, the phrase "ice cream" applies only to a specific variety, and most governments regulate the commercial use of the various terms according to the relative quantities of the main ingredients.In the Persian Empire, people would pour grape-juice concentrate over snow, in a bowl, and eat this as a treat. This was done primarily when the weather was hot, using snow saved in the cool-keeping underground chambers known as "yakhchal", or taken from snowfall that remained at the top of mountains by the summer capital Ecbatana. In 400 BC, the Persians went further and invented a special chilled food, made of rose water and vermicelli, which was served to royalty during summers. The ice was mixed with saffron, fruits, and various other flavours. Ancient civilizations have served ice for cold foods for thousands of years. The BBC reports that a frozen mixture of milk and rice was used in China around 200 BC. Arabs used milk as a major ingredient in the production of ice cream and sweetened it with sugar rather than fruit juices. It was flavoured with rosewater, dried fruits and nuts. It has also been claimed that, in the Yuan Dynasty, Kublai Khan enjoyed ice cream and kept it a royal secret until Marco Polo visited China and took the technique of making ice cream to Italy. In the sixteenth century, the Mughal emperors used relays of horsemen to bring ice from the Hindu Kush to Delhi, where it was used in fruit sorbets.

Introduction of Company:Lever Brothers Pakistan limited brought Wall's ice cream to Pakistan in 1995.The instant success of Wall's and clear consumer preference for the brand proved the willingness of the Pakistan market to support high quality, hygienic, innovative product. Keeping in view the strategy, Wall's Launched five new products at the start of the 1997 ice cream season, namely Cornetto Mango, Feast Kulfa, Split Strawberry, Mini milk sammar and Solo Cola, These products have not only fuelled volume growth but also helped in maintaining and stimulating consumer interest. Moreover, the drive of volume growth continued through geographical expansion with the addition of new concessionaires and satellite towns.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, WALLS, 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. It is offering total of 46 products in Pakistan out of which 26 are profitable and during the year 2002.

Walls:Wall'sis the brand name of Unilever's Heart brand ice cream business, used originally in the United Kingdom and also currently (2006) in China, India, Indonesia, Jordan, Lebanon, Malaysia, Maldives, Pakistan, Qatar, Saudi Arabia, Singapore, Sri Lanka, Thailand, United Arab Emirates and Vietnam.Walls was founded in 1786 by Richard Wall, when he opened a butchers stall in St Jamess Market, London.

In the 1900s the business was led by Richards grandson Thomas Wall II. Every year the company had to lay off staff in the summer as demand for its sausages, pies and meat fell, so in 1913 Thomas Wall II conceived the idea of making ice cream in the summer to avoid those lay-offs, the First World War meant that his idea was not implemented until 1922. By that time the business had been jointly bought by Lever Brothers and Margarine Unie. Maxwell Holt was put in charge and he revived the idea of producing ice cream, with near instant success. Ice cream production was commenced in 1922 at a factory in Acton, London. In 1959, Wall's doubled capacity by opening a purpose built ice cream factory in Gloucester, England.

CURRENT MARKET SITUATION:Before Wall's introduce in Pakistan, Polka was the market leader but it had toface competition with Yummy, and Rocco soon after. Polka dominated the local market between 1980 - 1990s. These were the only three ice cream companies in Pakistan during that period. Polka had almost 80 - 85% share of the market, the rest was shared by Yummy and Rocco. Due to their heavy investment and sponsorship Polka was the name that came into one's mind when one though about ice cream. But that was in the 80s, then came Wall's in1995 and that was it the turning point for Polka's Sales. Walls had a very different strategy than polka, they projected themselves as very strong company, plus they had a very strong marketing Plan, Which removed Polka out of the Market in to no time. Hence today we see Wall's SPD's on the streets of Pakistan selling all the variants of ice cream. Presently Hico has also captured the market, due to the result of their change recipe and stronger marketing strategy. According to the survey conducted by the Lever Brother of Pakistan the Current Market situation of the market is somewhat like the following.

Walls in Pakistan:Walls came to Pakistan in 1995 establishing the Walls factory on Multan Road in Lahore. Fully equipped with state of the art machinery, the Walls 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 Walls; making an irresistible combination that few could refuse.Competitors Analysis:There are major steps in an analysis of competitors after identifying the present and potential close rivals. The analysis consist of examine objectives strategy performance, strength and weaknesses and then predicting the feature behavior of each, including the likelihood that each will change its strategy and how it will respond to move make by other.Competitors Evaluation Process:

Products:There are several products of walls which are available in Pakistan. Today Walls divides its manufacturing in two parts: The In Home and Out of Home ranges. The In Home range consists of Walls famous family tubs and bricks and our Multipacks. The Out of Home range is a Walls success story and includes brands like Magnum, Cornetto and Feast. The kids range is specially formulated for little taste buds with favorites such as Rocket, Twister, Spin, and Moo.and shows an understanding of childrens nutritional needs, such as the Big Milk which contains 70% milk.Ingredients Ice cream is made from ice (water), milk, fat sugar and natural flavors and colors.All of these ingredients are necessary for you in your diet to lead an active lifestyle. From these ingredients you get protein that helps build body tissue, carbohydrates and fats which give you energy and essential vitamins and minerals like calcium that help to strengthen bones and teeth.

Structure and Hierarchy:The walls were organized on a decentralized basis, because Unilever has different subsidiaries companies in the world. Local managers are responsible for their dealings at their working space.

Ehsan A. Malik - Chairman & CEO: Ehsan joined the Board on September 01, 2006 and is also the Chairman of Unilever Pakistan Foods Limited Prior to this, Ehsan was Chairman and CEO of Unilever Sri Lanka Limited. His earlier international appointments covered Unilevers regional business in Egypt, Lebanon, Jordan, Syria and Sudan as well as Unilevers Head Office in UK. Ehsan is a Fellow of the Institute of Chartered Accountants in England and Wales and alumni of the Wharton and Harvard Business Schools.Ali Tariq - CFO:Ali joined the Board on April 01, 2013 and is currently Vice President Finance and Chief Financial Officer of Unilever Pakistan and Unilever Pakistan Foods Limited. Ali was mid careers recruiting in 2004 and has since held Regional and Country roles in Singapore, UK and Pakistan. Ali is a member of the Institute of Chartered Accountants in England & Wales and trained with PricewaterhouseCoopers London.Amar Naseer:Amar joined the Board on September 30, 2013 and is currently the Legal Director and Company Secretary of Unilever Pakistan Limited and Unilever Pakistan Foods Limited. He also holds Directorship in Unilever Pakistan Limited, Sadiq (Private) Limited, Lever Chemicals (Private) Limited, Lever Associated Pakistan Trust (Private) Limited and Unilever Birds Eye Foods Pakistan (Private) Limited.Amir Paracha:Amir has been on the Board since January 21, 2010, as Vice President Marketing Home and Personal Care. He began his career with Shell Pakistan and joined Unilever Pakistan in 2000 as an Assistant Brand Manager. Amir was assigned the role of Marketing Director, Mass Skin and Deodorants at Unilever North Africa Middle East in 2006 and returned to Pakistan 3 years later as Marketing Director, Home and Personal Care.SWOT ANALYSIS OF WALL'S:SWOT analysis enables the marketer or the business manager to exactly locate1.What strengths or strong points his product has and on which he can capitalize and earn more market share.2.What weakness or weak points are they in his product or in the external environment, which he could avoid and on which he should work on and try to improve.3.Which kinds of opportunities are there available for him, so that he could cash on those opportunities?4.And most importantly the threats that are faced by the company or the product in the external environment in shape of the competitors another factors .The fact that there are number of competitors in the market of ice cream and there is going to be a lot of competition between the different products ,analyzing the external environment becomes even more important. Following this scenario where there is competition right from direct competition to generic competition, SWOT analysis becomes a key to success. A complete analysis of the external environment is as follows.STRENGTH: Financially Strong Wide distribution, due to establish distribution channels High Quality Good image in the mind of Customer. Aggressive Promotion schemesWEAKNESSES: Pure milk is not used in ice cream There is no variation in TasteOPPORTUNITIES: Gap in Mkt. for diet ice cream, which Wall's can cover because they are more, establish than others. Walls proves itself to be quality oriented product and maintain good taste and standard, than it would be able to create a strong position in all(Pakistan) for a long period of time.THREATS:Hico is also new comer, but rapidly increase in their Market share is a big threat for Wall's.SEGMENTATION:A market segment consists of a large identifiable group with a market. Buyers are differ in their wants, purchasing powers, geographical location, buying attitude and buying habits Walls have segmented market according to consumer characteristics and consumer response. Walls take advantage for both these strategies. In identical consumer characteristics those whose geographical, demographic and psychographic characteristics are common and from another those customer who give much attention to benefits, occasions and brand. Walls have divided market into these segments1. Demographic segmentation.2. Geographically segmentation.3. Psychographic segmentation.4. Behavior to word Product. The walls segmented the entire market into such segments, which are differentiable through these all factors.

DEMOGRAPHIC SEGMENTATION:Age:Teenage, 20 to 40 years.Family Size:4 to 5 members.Gender:Both male and female.Income:RS 15,000 to RS 35,000.Occupation:Professional, Technical and Students, businessmanSocial Class:Middle Class, Walls introduce the brands for the younger as well as the children's. Walls targeted both high as well as low-income gourds. In simple word we can say that wall's introduce of all income and all age groups.GEOGRAPHIC SEGMENTATION:Region:South Asian RegionPakistanDensity:Urban, rulersClimate:Both Northern & SouthernThis is segmenting the market on basis of location the factors contributes in it is mainly, the number of population of that area and the living standard of that particular location. The wall's has been targeted both urban as well as rural areas.

BEHAVIORAL SEGMENTATION:Occasions:For regular occasion.Benefits:Quality, tasteTARGET MARKET:It is the process of evaluating each market segments attractiveness and selecting one or more segments to enter. Some time companies are able to target every segment, because they are financially strong and they can arrange a vast product line. Wall's have been introduce different verities with different pricing of which some of area has high price that can only attract high income group and walls has also different brands with low price which can be easily purchase by low income groups. Walls is easily available in urban and rural areas all over the country. Wall's has been targeted every segment and we can say that wall's has a Fragmented market.POSITIONING THE PRODUCT:After realizing the need, potential in market and rapidly increasing growth and market share of the product. The company launches a WALL ice cream and expands its product line. Company tries to position it as an economical, qualities, and variety of features, and can be easily sold at any times anywhere in the country. Company existing position in the market also helps to position it successfully in Pakistan economy.

Market Attractiveness:Wall has identified and described the various segments in given market, inmost determine the attractiveness of each. Relevant factors to consider here pertain to the market, economic and technology, competition and the general environment Wall undertaking an attractiveness analysis would have added and delete factors according to its own needs.Market Attractiveness Factors Market Size Growth including stage in product life cycle Differentiation possibilities Bargaining power of customers Cyclicality and Seasonality Distribution Economic and technological Investment intensity Industry capacity Technology Barriers to entry and exit Access to supplies Competitive Competitive structure Competitive groupings Substitute products Price Individual competitor analysisMarketing Information System:Walls use many a system to accumulate information it needs to make all decisions. It has a continuous flow system of information to keep abreast with any change in the environment. Steps are taken to ensure that right information reaches right person at the right time. This is done by developing special system of information inflow. In this regard, the functional departments have been divided into information accumulation centers. All the information coming in is accumulated in the main information center. Here itis evaluated as being relevant and reliable. From here, it is sent to the specific information center where this information is needed and which the information is relevant to.Internal Records:The company keeps an internal record for information regarding fact and figures for more than 10 years. These internal records are very important while making a decision. Strategic changes over the last ten years and their resulting impact on the performance of the firm helps make new strategic changes. Sales figures for a specific season during the last two or three years help in forecasting sales for the next period. Another benefit of internal records is that they can be accessed very quickly and their cost is very low as compared to other sources of collecting information.Marketing Intelligence:The everyday information about the development in the marketing environment is called marketing intelligence. This may include information about the everyday aspect of market, concerning current market share, competitors strategy or some new law been enacted. There are many sources we see at Walls that are used to collect information. Apart from the internal records that keep track of the past, new information is collected through companys own personnel, i.e. executives, product managers and general employees. For this an open-door policy is followed at Walls to ensure timely arrival of any related information. This not only helps collect information but also helps keep employee morale high.Sampling:Sampling is there when managers draw conclusion about large group of consumers by looking at a small proportion of total consumer population. At Walls sampling is done through sales force. Daily information coming from sales body is used to induct or to draw conclusion about changing consumer taste. This is done by evaluating the daily performance of each brand as sold by the sales force. Feedback is generally given to sales people who come up with ideas about the changing preferences. Correct information is then directed to the information center from where it goes to the specific person.Marketing Research:Marketing research at Walls is very organized. They have a research department which conducts research whenever they launch a new product. Their R & D department analyzes the marketing conditions for them. Apart from this research which is conducted when a new product is about to launch, research to get information about the general changes in trends, economic conditions, etc. time-to-time research is also get done through these research companies. Another important issue is the timely arrival of this information. Since the continuous changes in the environment may lead to a decline, timely and accurate information regarding these changes is important.MARKETING MIX STRATEGIES:

PRODUCT:Wall's is a consumer product with a very long range of ice cream brands, are shown in the annexed table.

Wall's has introduced a lot of brands with different flavors, the customers has so many options to select the brand according to their taste. This creates good image in the mind of the customer which resulting the customer loyalty about the Product.Product Differentiation:Different features or performances are not the only way a business can differentiate its offering. The customer services can also effectively have maintained and advantage over competitor.DIMENSION OF PRODUCT QUALIY IN WALLS ICECREAM:To attain a substantial competitive advantage in product quality walls has understood, what Dimensions customers perceive to underline difference inequality across product. The Walls manufacturing prestige ice cream has emphasis the first Dimension of product quality.FUNCTIONAL PERFORMANCE:Walls have different brand ice cream that provides excellent performance of various attributes as taste, quality, and nutrition. On the other hand Walls has emphasis aggressively promoted a different quality Dimensions.DURABILITY:(Related attributes of ice cream)CONFORMANCE TO SPECFICATION:Absence of defect has been a major focus of the Walls. It has been the primary focus of ice creams quality improvement program. Walls relied heavily on broad product line.

Features:Wide variety of features both standard and optional to offset this shortcoming on some of the other quality Dimensions.Reliability:The reliability quality Dimensions of Walls ice cream refer to the consistency of performance form purchase to purchase or to a products up time that it perform satisfactorily over its life. Walls maintain a competitive advantage based on reliability by deign product with several attribute, due to this reason walls ice cream maintain a strong position in Market segment consisting of large scale ice cream user.Serviceability:The quality diminution of service ability refers to customer ability to obtain prompt and competent services when customer needs ice cream. Wall organization decided to provide 24-hour ice cream service any ware in the city. The many of this quality diminution can be difficult for customer to evaluate particularly for consumer product. As a result consumer often generalizes form quality Dimensions that are move visual or qualitative.Fit and Finish:A fit and finish Dimension helps convince consumer that a product is of high quality. They tend to perceive attractive and well design as generally high quality.Quality Reputation of the Brand Name:The promotional activities of Walls that sustain that reputation are strongly influence the consumer perception of a products quality in pursuing differentiation or cues the customer use to judge quality and to pay attention to the seemingly less important but move visible attribute features of product. Due this quality Dimension Walls become a market leader and enjoying high profit rate.PRODUCT LIFE CYCLE:Product life cycles can have a direct bearing on a company's survival. The life cycle of a product can be divided in to four stages, which are as under: 1.Introduction 2.Growth 3.Maturity 4.DeclineA product life cycle consists of the aggregate demand for all brands comprising a generic product category. A Company's marketing success can be affected considerably by its ability to understand and manage the lifecycles of its products. Management must recognize what part of the life cycle its product is in any given time. The competitive environment and resultant marketing strategy ordinarily will differ depending on the stage.PRODUCT LIFE CYCLE STAGESINTRODUCTION:During the first stage of a product's life cycle, It is launched in to the market in a full-scale promotion and marketing program. The entire product may be new, or the basic product may be well known but have a new feature of accessory that is in the introductory stage. There are a high percentage of product failures in this stage. Operations in the introductory period are characterized by high costs, low sales volume, net losses, and limited distribution. However for really new products, there is very little direct competition.Introduction Stage:The introduction stage is very crucial stage, because if the product is not launched properly it will not be able to survive in the market for long. In introductory stage the prices are normally high because normally innovators adopt it and they are not price conscious. Walls also adopt these pricing strategies.Growth:In the growth, both sale and profit rises, often at a rapid rate. Competitors enter in the market in large number, if the profit outlook is particularly attractive. Number of distribution outlet increases, pricing may come down a bit. Typically, profits starts to decline near the end of Growth stage.Maturity:During the first part of this period sales continue to increase, but at a decreasing rate. Marginal producers are forced to drop out of the market. Price competition intensifies.Decline: After maturity stage the product start to decline, It is very important stage for the product to survive in the market. The company should take steps to add new features in their existing product.4Ps of Walls:1. ProductA product consists of any good or services that can be offered to the market to satisfy a need or want .In case of Walls, the products are the ice creams produced by the company. Applying the three levels of product in case of WallsCore Product: Ice creams, as desert after meals.

Actual Product: The high quality level, different tastes, and shapes of the Ice creams, packaging and the heart shape icon.Augmented Product: Walls provide taste and hygiene as well as nutritional ingredients. Ice creams may generally be categorized as Convenience Products; products which consumers buy frequently, immediately and with minimum of comparison and buying effort. Although in case of the Pakistani ice cream market, consumers do give preferences to certain brands and compare quality from one brand to another, yet we would still consider ice cream to be convenience products, as they require minimum search effort and little planning. They are widely available and within the category of convenience products, they come under Impulse Products. Applying the concept of Product Quality, it is essential for Walls to pursue Strategic Quality, gaining an edge over the competitors by consistently monitoring consumers changing needs and wants and delivering better quality and satisfaction through improved products. Product Design may also be considered in case of Walls. Walls should alter the style of a few of its product lines in order to attract more attention.Brand Name:A name, term, sign, symbol, design, or a combination of these intended to identify the goods or services of a one seller or group of sellers and to differentiate them from those of Competitors. The brand name of product is "Wall's" which can be easily vocalized.Brand Mark:Brand mark is a part of brand that appears in the form of a symbol, design, or distinctive coloring or lettering. It is recognized by sight but may not be expressed when a person pronounces the brand name. The management of Wall's uses blue color for name, Red, yellow and white background, which is very attractive.2. Pricing:"Price" is one of the most important "P" of the marketing Mix. Pricing is important because it is a reward to the company and must be in hand to complete the other three "P" of the marketing Mix. The pricing of the goods and services performs a key strategic role in many firms because of the deregulation intense global competition, slow growth in many markets and the opportunities for firms to strengthen market position. Pricing decision is very important because the survival of a company in the market depends upon pricing decision. Pricing strategy depends on pricing objectives.

Pricing Objectives:Companies use their price strategies to achieve one or many of the several objectives. They may price for results (sales, market share, and profit) for market penetration or positioning. Pricing objectives may be, Sales volume ProfitMarket growth Pricing objective of Wall's are market growth, sales volume and also making profit. To achieve these objectives Wall's oftenly add new features in the product and also decrease its price.3. Placement:Wall's introduced first time in history of Pakistan door to door service facilities. That is Spot Point Dealer (SPDs), these are the mobile sellers. That is great achievement of Wall's Ice Cream. Tricycle provides door to door services that is way Wall's is easily available in every where city, town, street, market etc. In tricycle there is a soft music continuously singing a bell which is the identification of Wall's. Through this Wall's also make sales promotion and people oftenly made impulse buying which increases sales. Walls also wants to get its ice creams available on the shelves of the millions of retailers all over the country and in turn in the hands of the consumers. So it uses distributors who can cater to the size of Walls and its consumer base. These distributors make the ice creams made by Walls available to the final consumers. Here Walls uses Indirect Marketing Channels, that is it has intermediaries (distributors) between the company itself and the retailers who in turn provide their products to the final consumers. In actual there are 280 distributors other than SPDs. These distributors break up the large consumer base into regions and territories that they cover.4. PromotionThe marketing mix activities of a product planning, pricing, and distribution are performed mainly within the organization or between the organization and its marketing "partners". However, with promotional activities, the firm communicates directly with potential customers. Promotion is the element in an organization's marketing mix that serves to inform, persuade, and remind the market of the organization and its products.Promotional Methods:The promotional mix is the combination of personal selling, advertising, sales promotion, publicity, and public relations that helps an organization to achieve its marketing objectives.Personal Selling:Personal selling is the presentation of a product to a prospective customer bya representative of the selling organization. Across all business, more money is spending on personal selling then on any other form of promotion. Its example is "SPDs" which is introduced by Wall's.Advertising:Advertising is the promotion of product or services through wide variety of messages transmitted through different media.Sales Promotion:Sales promotion is designed to supplement advertising and coordinate personal selling. Include in sales promotion are such activities as contests for sales people and consumer, trade shows, in store displays, samples, premiums, and coupons. There is a difference between advertising and sales promotion, "advertising describes messages carried in media owned and controlled primarily by people other than the advertiser, and media controlled by the company itself carries "sales promotion" messages.5. PackagingThe activities of designing and producing the container or wrapper for a product, Packaging serves several safety and utilitarian purpose. It may be a part of a company's marketing program and it is help full to identifying product among the competitor. Today, however, the marketing significance of packaging is fully recognized, and packaging is truly a major competitive force in the struggle for markets. As walls is a perishable consumer product so it is carefully packed, so that it can protect the product in its way to the consumer, provide protection after the product is purchased, help in acceptance of the product from middleman and help persuade consumer to by the product. Packaging of wall's also containing information about the product.Labeling:Labeling is another product feature that requires managerial attention. A labels a part of a product that identifies the product, describes several things about the product who made it where it was made, when it was made, its contents how is to be used and how to use it safely. A label may be a part of a package, or it may be a tag attached directly to the product. Obviously there is a close relationship among labeling, packaging and branding. Finally, the label might promote the product thought attractive graphic. Descriptive label is used for Wall's as it contains ingredients, nutritional contents and flavor of the ice-cream.Design and Color:One way to satisfy customers and gain a competitive advantage is through skillful product design. In fact, a distinctive design may be the only feature that significantly differentiates a product. Many firms feel that there inconsiderable glamour and general promotional appeal in product design and designers name. In the field of business products, engineering design has long been recognizing as extremely important. Today, there is a realization of the marketing value of appearance design as well. Color often is the determining factor in the consumer acceptance or rejection of a product. Walls is using very attractive design and beautiful colors for the customer attraction. All the wrappers provide some ideas about the flavor, taste, quality and freshness of the product.Departments:There are different departments operated in walls Pakistan, which are showed below with the help of a diagram. Services Marketing Human Resources ( hiring, benefits etc..) Financial (includes AP, AR etc) Purchasing Sales IT Inventory Quality Assurance Insurance Licenses Operational Customers Staff Customer Service OrganizationalWe chose sale department:We have chosen sales department of the Walls Pakistan. We visit walls a distribution of the walls in Faisalabad, where we met the sales staff of the company we interviewed the sales manager ASM. RSM and also TMs of the company they also offer us Ice cream to eat and also they greet us with pleasure. Working of the Sale department of walls:We asked them about their working so they explain it in very clear manner they told us company manufacture the stock and sell their stock to the distributers they create a team of selling for sell their stock they create people like sale managers and other selling staff to manage the sales of the company. The procedure of this all is stated here down.

Mission statement o f the department:They worked on the share vision of the company. We asked the staff that what is their mission they just stated that the mission is the same to the organization. They follow what company wants and they just add value to the company by good services. And their mission is Double the business with 20 20 they means that they are intended to increase their sale by 50 % of the last years. Working of the sales department in Pakistan: In Pakistan there are 4 different production units of the company and there are 36 distributions of the country and there are 320 employees of the sales working in Pakistan for the sales of the company. Company makes contact a distributer who has money and wants to invest company sell him there rights for a distributer then the distributer creates a cold store and get stock by company and sell it to the retailers and others by the distribution channel by dividing the routes of the cities.Working of them in Faisalabad:Sales department of walls in our city have one Regional head office our city lies under the region of Multan city and there are 2 different distributions of the company. Company has divide the area of the city into the both these distribution so may they will not compete each other that will reduce the conflict. There are 8 different SPDs of the company working in Faisalabad In each SPD there are 16 different people and they are working for the planning of sales. Each distribution making three types of the sale Out form sales HRCA sales SPDs salesOut form sales:In out form sale they touch the general retailers , stores, mart and other shops they take order and deliver the stock.HRPA sales:Here they touch the hotels, restaurants, parks and other visited areas where people come for enjoy.

SPDs:In this they touch the consumer directly by selling, they sell by tricycles and use many others ways like online delivery.Planning:For planning purposes sales staffs follow the plans which are driven by the company but they also plan for meeting the target or to operate their sales. First they use software to calculate the target and the sale of upcoming month. A person who is the order taker of the company he goes for the searching the orders for the next day and he has planned the different routs on which he will go then he visited all the route and take order by a device that is connected to the distributed system and there the orders are updated then the managers see all amount and the make plan for the next day. They divide the routes and assing the vehicle and 3 people who will deliver the stock to the customers this is all about the planning of the next day.Organizing:This is all about Assembling required resources to attain organizational objectives. For this the RSM and ASM they asked everyone to do work and they assign the duties of the different people to do what to or use the resources of the company.Leading:The higher managers lead the employees they train, educate and teach them about the work and new environment.Controlling:After all this the TMs of the company make check and balance of the work they check the orders deliver to the customers and they evaluate the work and they inspect all the transactions.Problems in the managing sales:There are some problems they shared usIce cream stockag is tough.Load shedding.Untrained staffFrozen goods All to gather cold store are expensive Low demand of ice cream in Pakistan up to .25 litter per person in all Pakistan.