Chapter 1 PROJECT OVERVIEW

Introduction

Wall's is one of the Unilever leading brand. This ice cream brand is sold in more than 40 countries which made Wall's ice creams are easily available almost everywhere. Wall's is one of the brand which struggle hard to compete against other brands such as Nestle, King's and many more. In order to stand out from the competitors, Wall's managed to come out with different types of product series such as Cornetto, Magnum, Cornetto Mini, Paddle Pop, Fruttare, Vienetta, Wall's Selection and Multipacks.

Wall's has always try to add vitality to consumers life. Wall's produce ice creams which are based on good nutrition for consumers. Wall's produce ice creams from different ranges according to consumers' needs. Wall's introduce the smallest ice cream with the length 9cm especially for smaller appetite consumers. Wall's also provide old favorites of ice creams for those nostalgia lovers. Wall's also states that there's always something for everyone. Apart from providing consumers with nutritious pleasures, Wall's also play their part to spread the message of fun, excitement, love and friendships.

Problem Statement and Issue

Due to a lot of competitors, Wall's are having problem in gaining consumers loyalty. Wall's need to convince and persuade consumers that Wall's is the better choice compared to others brands. Wall's need to organize more activities and events to attract more customers and create awareness of their products. Wall's also lack of sales promotion especially at small area or any mini markets.

Objectives

• To come out with new flavor which is different from competitors.
• To come out with new packaging design.
• To conduct more activities and events to promote Wall's.

Aims

• To bring full satisfaction to consumers and gaining consumers loyalty to the brand.
• To tell customers that Wall's has always try to come out with something new and different.
• To bring joy and fun as well as love to consumers when they participate in the events or activities.