Introduction

HULs Kwality Walls is loved by millions of Indians. Since 1993, the heart brand has brought
smiles to the faces of its consumers through every cone, cup, stick and tub it has sold in India.
Kwality Wall'sthe brand with the red & white heart which spreads happiness across the world to people of all ages
In a world of stress, denial and restraint, providing moments of daily pleasure to consumers,
through our delightfully delicious products, is our passion. We believe in spreading happiness
and smiles through every cone, cup, stick and tub we sell.
Kwality Walls- the brand with the heart logo - is been loved for its wide variety of products, from
indulgent treats like Cornetto & Feast (for teens and young adults), to Paddle Pop (for kids), to
family favorites like our Creamy Delight, & Carte Dor and Fruttare (for people who love
refreshing fruits).
KEY FACTS
Unilever is the world's biggest ice cream manufacturer, operating under the Heartbrand And
Kwality Walls is present in India since 1993.
Heartbrand products are sold in more than 40 countries worldwide.
Also sold as Algida in Italy & Turkey, Langnese in Germany, Kibon in Brazil, Streets in Australia
and Ola in the Netherlands.

Kwality Wall's is a major producer and distributor of frozen dessert products
in India, Pakistan, Sri Lanka, Malaysia and Singapore. It is a company of Hindustan Unilever,
the arm of Unilever in India. It is an amalgamated brand name created out of two previously
separate independent companies that Unilever took over: Kwality of India and Wall's of Great
Britain. In some countries like India, most of Kwality Wall's products are not milk based ice
cream but rather vegetable fat based frozen desserts.
[1]

Kwality, the original Indian company, was founded in 1956, and was the first in the region to
import machinery for the mass production and sale of ice cream on a commercial scale. In
1995, in view of the growth potential of the frozen confections market, Kwality entered into an
agreement with Lever, and has since been known by its current umbrella name. At the same
time, other brands acquired by Hindustan Lever, such as Gaylord-Milkfood, were phased out in
favour of promoting the Kwality Wall's brand. This arrangement allows for local production and
sale of Wall's products that are popular in its home market, such as the Cornetto cone, and to
create local variations on others, such as the Feast Jaljeera Blast.
In August 2013, Kwality Wall's extended to Bangladesh, Bhutan, Brunei and Nepal.
1. Kwality, the original Indian company, was founded in 1956. the first in the region to import
machinery for the mass production and sale of ice cream on a commercial scale In 1995,
Kwality entered into an agreement with Lever, and has since been known by its current umbrella
name. At the same time, other brands acquired by Hindustan Lever, such as Gaylord-
Milkfood, were phased out in favour of promoting the Kwality Wall's brand In August 2013,
Kwality Wall's extended to Bangladesh, Bhutan, Brunei and Nepal.
2. Kwality Wall's is a subsidiary company of HUL Having head Quarters in mumbai Kwality
Wall's is a major producer and distributor of ice cream and other dessert products in India,
Pakistan, Sri Lanka, Malaysia and Singapore. It is a company of Hindustan Unilever, the arm of
Unilever in India, and is an extension of the Wall's ice cream brand of Great Britain.

STP
SEGMENTATION
Market segmentation is a crucial marketing strategy. Its aim is to identify and delineate
market segments or "sets of buyers" which would then become targets for the company's
marketing plans.
As per a market research it was concluded to target primarily the children and young
adults as they were the largest consumers of the product. The market has been divided
according to the following considerations:
Basis of segmentation





Meanwhile, Hindustan Unilever has segmented the market in to three categories: Kids,
teenagers and families. So, there is the Paddle Pop range for kids, Cornetto for teenagers and
Red Tub for families. A way to build scale is through focus, says Mishra. The segmentation
has allowed us to create more consumption opportunities focused on segments like family
weekend for the Red Tub selection, teenage hangouts for promotion of Cornetto and fun and
adventure for kids with Paddle Pop.
With this segmentation, the Kwality Walls range now plays at the sensitive price points of Rs 5
and Rs 10 with Paddle Pop. The Cornetto range targeted at the youth is priced between Rs 20
and Rs 30. The take-home category is priced between Rs 160 and Rs 210. Thus, it has products
at all price points of the spectrum.
New segments
Between kids and youth on the streets and adults at home, a large chunk of ice cream sales
gets taken care of. Impulse purchase from youth and kids accounts for 50 per cent of the
market. Family consumption adds another 35 per cent. Fifteen per cent of the market is in-
parlour sale a new segment that has showed up in the last few years. This is dominated by
niche regional players like Naturals in the West, Nirulas in the North and premium players like
Baskin Robbins and the homegrown Italiano Gelato.
Hindustan Unilever wants to have a play across the entire ice creams pyramid and has its Swirl
parlours at the upper-end to take on competition in the artisanal ice cream segment. The Swirl
chain was started in 2004-05. The parlours do not sell the Kwality Walls range but create mixes
like Cornetto Swirl which tie in with the mother brand. A single serve of 250 ml here is priced at
Rs 60. Retail is a big part of our strategy. Here the focus is experience, visibility and the power
of the brand. It is the theatre of ice cream, says Mishra. He plans to grow the retail footprint of
the Swirl parlours from 68 to 500 in high footfall areas like malls over the next three to four
years.
But competition is in no mood to give up without a fight. With the advent of modern trade,
Baskin Robbins now covers 500 modern retail stores along with its retail foot print of 370
outlets. We will add 100 retail outlets during the year and also grow our modern trade
footprint. Modern Trade now contributes to 15 per cent of our overall revenues and we see this
growing to 20 per cent in the next couple of years says Ashutosh Goyal, general manager
(marketing), Baskin Robbins which has established its leadership in the premium ice cream
category in the modern trade channel.
Amul too entered the segment this year with its Scooping parlours where it serves sundaes,
thick shakes and an exclusive range of ice cream. We will have 1,000 franchises by the end of
the financial year, up from the current 250, and thereon add 1,000 every year for the next five
years, says Sodhi who expects retail to contribute to 20 per cent of Amuls ice cream revenue
in the next three to five years.
Across the world, consumers have turned health-conscious. They want to cut down calorie
intake because of the alarming spread of lifestyle ailments. And India is no different it has
the largest population of diabetics anywhere in the world. Consumers have begun to look for
health and goodness in whatever they consume and ice cream is no exception.
Here, the lead has been taken by Amul. It has developed a portfolio on the health and wellness
platform with its probiotic and sugar-free category last year. Its sugar-free probiotic Frozen
Food contains 50 per cent less fat and half the calories than normal ice cream. We expect this
category to account for ten per cent of the ice cream market in the next three years, says
Sodhi.
Hindustan Unilever too has got in to the act this year with the launch of its Selection range
which comes with just 99 calories in 80 ml. This, in fact, is a segment where the company can
draw on the expertise of its parent, Unilever. With growing health consciousness, Heartbrand is
developing products that are lower in fat, sugar-free, lactose-free, as well as low-carb options
and those with more nutritional goodies like calcium and fruit. It has come out with new pack
sizes which allow lower consumption. About 40 per cent of the research budget goes to
enhance properties of health and wellness. Clearly, there is nothing better than a well-stocked
parent.

Kwality Ice Cream is the pioneer in the Indian ice-cream manufacturing industry and in 1956 became the
first company in the country to use imported technology for manufacturing ice-cream on a
commercial scale. As the ice-cream industry exploded in India, in 1995 Kwality Group joined hands with
Hindustan Lever Limited and then there was no looking back. The Indian consumer market was
introduced to KWALITY WALLS the result of a collaboration between global brand Walls and the
leading Indian ice-cream brand [Link] the two giants eventually parted ways, the collaboration
made Kwality a household name and created deep in roads for the brand in the consumer
[Link], K wality is not just a brand it is the ice-cream associated with the Indian summer; its
the first choice in ice-creamfor any child or adult during the scorching Indian summers. Kwality ice-
creams are trusted not only for their rich,creamy flavours, but also for their trusted quality and
nutritious food value.