Chapter 2 PROJECT PROFILE

Product Name

Wall's Magnum

Product Range

Although there are different types of flavors in Magnum series, but there are only 2 types of flavors which are available in Malaysia.

Magnum Almond

Magnum Classic

Product Life Cycle

Product Characteristics

Size: 3 x 90ml

Price: RM10.99

Size: 90ml, Single pack
Price: RM 3.89

The Brand

Wall's is one of the leading brand in Unilever company. This ice cream brand is sold in more than 40 countries all around the world. In Malaysia, we can get different types of series for Wall's ice creams products such as Cornetto, Magnum, Fruttare, Vienetta, Wall's Selection and Multipacks. Meanwhile inside each series, there are different types of flavor and taste. Wall's products are easily found in supermarkets, hypermarkets, shops, outlets, or even just a small booth selling Wall's ice cream.

Brand Image and Implication

Wall's ice cream has become well-known not just in Malaysia but also worldwide. Due to its quality and strong concept behind all the products, Wall's is able in increase their products sales and continue to bring vitality and satisfaction to consumers. Most consumers have positive implication towards Wall's products. They purchase Wall's products as they trusted Wall's products are healthy. They even can feel the satisfaction after eating Wall's ice cream and thus they will be loyal to the brand, continue to buy the same products.

Strength 

• Good quality
• Light
• Elegant appearance
• Thick chocolate
• Smooth ice cream 

Weakness 

• Melt
• Small size
• Non-durable

Advantages

• Uses the best quality ingredients in producing their products.
• Easy to eat in hand and bring around.
• Brings the feel that the product is worth to buy.
• Bring satisfaction especially chocolate lovers.
• Real taste of a good and better quality smooth ice cream.

Disadvantages

• Cannot last long as it can melt.
• Cannot stand hot weather.
• Due to small size, cannot feel satisfaction as it finishes fast.
• Cannot be stored for long time as it has expiry date.

Unit Selling Proposition (USP)

 

Wall's Magnum contains the combination of thick, cracking chocolate and smooth delicious ice cream.

 

Promotional History and Advertising Schedule

01/10/2010 - 31/12/2010 - Cornetto Show Your Love ( Eat and Win Contest )
09/10/2010 - 28/11/2010 - Cornetto Show Your Love ( Watch and Win Contest )
01/11/2010 - 31/12/2010 - PaddlePop Elemagika DVD Contest
September 2006 - Wall's-After Dinner TVC
September 2006 - Wall's-Cornetto TVC
September 2006 - Wall's-Macarena TVC
September 2006 - Wall's-Play Time TVC
Others TVC - Wall's-Family Time, Wall's-PaddlePop Elemagika, Wall's-Cornetto Show Your Love, Wall's-Fruttare, Wall's-Vienetta
 

Positioning Statement

 

Wall's Magnum contains the combination of thick, cracking chocolate and smooth delicious ice cream suitable for all range of people who are desire for satisfaction and pleasure taking from an ice cream.