Wednesday, 23 January 2013
ABSTRACT
To capture a bigger pie of market share, companies pay distinct consideration on
promotional strategies. Promotion is importantfor companies in many ways. It helps to
establish the perceived value for product/service in the minds of the customers against
competitor's product, inform the customers about the availability and utility of
product/service, creates awareness and helps in positioning and repositioning the
product/service. With appropriate promotional tools and strategies, companies persuade
people to purchase or repurchase the product/service, survive/win the competition and
penetrate in the market. Even for the development of new markets, the appropriate and
intelligent use of promotional tools and strategies play an acute role.
CASE
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 sothey 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 inLahore. 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 utmostcare to answer the following Questions.
Question 01: What advertising objectives WALL'S are applying to increase its customer
base and stimulate moreusage? (10 marks)
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)
