Walls Origin

Contents Situational analysis 8 Industry name: 8 Company name: 8 Product name: 8 Mission Statement 8 Making you Happy 8 Walls History 9 GROWTH RATE 10 PRODUCT LINE 10 o Packaging 11 TARGET MARKET 12 Current Marketing Mix 12 o Product:SS 12 Flavors: 12 o Price: 12 o Place: 13 o Promotions: 13 Target audience 13 Target Market: 13 Product Review 14 Product name: 14 Walls Fruttare Ice Cream 14 Price of Product: 14 Ingredients: 14 ICE CREAM MANUFACTURE 15 SWOT ANALYSIS OF WALL'S FRUTTARE ICE CREAM 16 o STRENGTHS 16 o WEAKNESSES 16 o OPPERTUNITIES 16 o THREATS 17 COMPETITORS REVIEW 17 o OMORE 17 o Hico: 18 POSITIONING THE PRODUCT 18 COMPETITIVE ADVANTAGE 18 Market Segmentation 19 Walls Fruttare have divided market into these segments 19 Demographically Segmentation 20 GEOGRAPHIC SEGMENTATION 20 Behavioral Segmentation 21 Benefits: Quality, taste 21 Buying behavior 21 CONSUMER INVOLVEMENT 21 Potential target audiences and user profile 22 Students: 22 Kids and teenagers: 22 Consumer decision Process 22 Problem reorganization: 22 Informative search: 23 Internal search: 23 External Search: 23 Evaluation of alternatives: 23 o Evoked set approach 24 o Multi-attributes approach: 24 FCB (Foote, Cone, Belding) Model 25 Marketing and advertising plan 26 o Marketing objective: 26 • Pricing strategies: 26 • Promotional strategies: 26 • Distribution strategies: 26 Wall's Fruttare Distribution Channel 27 Target audience 27 o Target Market: 27 o Demographics: 27 o Psychographic: 28 o Positioning strategy: 28 Communication objective 28 DAGMAR model: 28 Integrated Marketing communication Mix 29 o Marketing Mix 29 • Awareness 29 • Interest 29 • Desire 29 • Action 29 Communication mix 30 o Marketing Mix 30 o STRENGTHS 30 o WEAKNESSES 30 Source, message , Medium 31 o Source 31 o Message 31 o