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Walls Marketing Strategy

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Submitted By gee7
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COMPANY PROFILE
Wall’s is a United Kingdom-originated food brand covering, owned by Unilever. Wall’s itself is now core to Unilever’s Heartbrand global ice cream business, used currently in China, Hong Kong, India, Indonesia, Italy, Austria, Greece, Jordan, Lebanon, Malaysia, Maldives, Mauritius, Mexico, Pakistan, Poland, Brazil, Romania, Philippines, Qatar, Saudi Arabia, South Africa, Spain, Singapore, Sri Lanka, Thailand, Turkey, United Arab Emirates and Vietnam. However, in some countries like India, most of Wall’s products are not milk based ice cream but rather vegetable fat based frozen desserts.
Now under the direction of Maxwell Holt, ice cream production 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.
Unilever continues to use the brand for ice cream in the UK. Whilst remaining (2006) the market leader in the UK for individual hand-held products such as Cornetto and Magnum, and value-added multi-portion products designed to be eaten at home, such as Viennetta, the Wall's brand faces severe competition from the major supermarket brands and to a lesser extent from Nestlé (absorbing the Rowntree's and Lyons Maid brands) and Mars spin-off ice cream products.
MARKETING STRATEGY
Product Strategy
Target Market The most important strategy for business is product strategy or calls that heart of marketing. It can’t without this strategy because the business can continue and be successful. It is at the product strategy. If the company has a good image, it will be influenced product strategy. The company receives acceptant from the customer in the market. Moreover, it can share market segmentation. They understand their target market that is characteristics of the market in this company. Especially, Wall’s Ice cream, it is my brand that I choose it. It has many

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