Brand management Essay Example | Topics and Well Written Essays - 3000 words - 1

Brand management - Essay Example In order to meet the growing demand, WALLS decided to open an ice-cream factory in the year 1959 at Gloucester, England. Later in the year 1981 Unilever combined T Wall and Son Ice-Cream Ltd with Birds Eye Foods Ltd to formulate a new company named â€Å"Birds Eye Wall’s Ltd†. The ice-cream factory further expanded and grew with time and Unilever still continues the brand â€Å"WALLS† in U.K. and other parts of the world. WALLS is facing tough competition with both, high-profile and lesser famous brands like Nestle and Mars but has still maintained its position as a market leader by constantly coming up with innovative products like Magnum, Cornetto, Viennetta, Carte Dor and many more. Wall’s products are sold and known in almost more than forty countries. It operates under various names in various markets having a common logo (Wall's in the UK and majority parts of Asia, Ola in Netherlands, Langnese in Germany, Kibon in Brazil and Algida in the Italy) STR ENGTHS AND WEAKNESSES Strengths Production of quality, hygienic and affordable products Strong distribution network Available world-wide Use of latest and new technology Outstanding and unique packaging Weaknesses Weather conditions can act as a barrier. The demand for ice-cream decreases in cold weather conditions, therefore, walls should come with some products like coffee, yogurt, shakes and cakes. They are unable to meet the growing demand. MARKETING MIX WALLS PRODUCT AND PRICING WALLS have different Sub brands under its umbrella which includes Cones, Cups, Family Packs and Sticks. The major brands below WALLS with distinctive identity and ability are Cornetto, Magnum, and Feast these brands are powerful and have their own awareness amongst consumers. Other brands are however sharing the same identity and are known as products of WALLS. WALLS is constantly innovating by adding to their product portfolio. They bring new products to capture and retain the market they have, if the product is not doing so well they remove it from their portfolio and discontinue its production a example can be Calypso among the existing products WALLS consider every product as a Strategic one except paddle pop. Walls products include Bulk packs of 4.5 and 9 litres and the main current products of WALLS are listed below. WALLS have fixed pricing for their products but occasionally they give discounts on certain products. PROMOTION ATL Activities WALLS is very energetic in its promotional activities and is always innovating. ATL activities include Print ads; they are continuously using this medium whatever the season maybe. They know that print material generates good response because a person has time to view it again and again on his requirement. Apart from this they use active and strategic Bill boards to promote their products and Tv commercials are also used at high level. The campaigns are also doing well and are getting the product and the company positive response. BTL Ac tivity Walls also pay a lot of attention to BTL activities and we can see them sponsoring many events. Even on lower levels Walls always is interested to sponsor College events and they also used to conduct TTL activities earlier such as WALLS carnival. Walls distribute strategic merchandise