Unilever is one of the largest companies and is a subsidiary of Lever Brothers Pakistan Limited. In 1993, Lever Brothers formulated a team to search for new business potential in Pakistan. After market analysis, the team concluded that there is a lot of potential in ice-cream market in Pakistan and Lever Brother should clutch this opportunity without any hesitation and so they decided to launch WALL’S ice-cream in Pakistan. February 1995, WALL’S ice-cream was launched with twelve products. Initially, WALL’S was not promoting its products on a large scale as they were of the opinion that the high qualities of its products are sufficient to prove its identity and unique position among competitors. After the Polka merger, the market share of WALL’s was unbeatable.
But now WALL’S is paying special attention to promote its products as international competition is creeping in. Nowadays, WALL’S is using all modes of advertisement and one to one bases. The medium used in WALL’S promotional activities are TV, billboards, newspapers, magazines, radio, banners, pamphlets, sponsorship of pop stars, actors, models, event arrangements, bus stop board and fun carnival carried out in different parks such as Racecourse Park in Lahore. As far as its price and image is concerned, people perceived that WALL’S is a high quality ice-cream and typically targeted the affluent urban class. In order to penetrate in the market, WALL’S should increase its distribution areas where it is not yet available specifically in rural areas.
REQUIREMENT
Read the aforementioned case with utmost care to answer the following Questions.
Question 01: What advertising objectives WALL’S are applying to increase its customer base and stimulate more usage? (10 marks)

Solution:

Nowadays, WALL’S is using all modes of advertisement and one to one bases. The medium used in WALL’S promotional activities are TV, billboards, newspapers, magazines, radio, banners, pamphlets, sponsorship of pop stars, actors, models, event arrangements, bus stop board and fun carnival carried out in different parks such as Racecourse Park in Lahore.
Question 02: Let’s suppose that WALL’S is going to launch a new Ice-cream to capture the rural areas of Pakistan. How WALL’S could modify its promotional or advertising campaigns, keeping in mind the conservative and orthodox culture of the rural areas. (10 marks)

Solution Idea:


The main methods of promotion are:

• Advertising
• Public relations & sponsorship
• Personal selling
• Direct marketing
• Sales promotion

A business will use a range of promotional activities for its product, depending on the marketing strategy and thebudget available.
The way in which promotion is targeted is split into two types:

Above the line promotion – paid for communication in the independent media e.g. advertising on TV or in the newspapers. Though it can be targeted, it could be seen by anyone outside the target audience.
Below the line promotion – promotional activities where the business has direct control e.g. direct mailing and money off coupons. It is aimed directly at the target audience.