Published by MBA Skool Team, Last Updated: March 28, 2017
Marketing Strategy of Kwality Walls analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Kwality Walls marketing mix, help the brand succeed.
Kwality Walls marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Kwality Walls Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Kwality Walls Product Strategy:
The product strategy and mix in Kwality Walls marketing strategy can be explained as follows:
Kwality Walls is a popular ice-cream manufactured by HUL in India. Kwality Walls is known for offering a wide array of frozen desserts in its marketing mix such as Ice creams and Kulfi. Kwality Walls also sells such popular brands such as Cornetto, Feast, Fruttare, Paddle Pop, Kulfeez, Cassata, Carte Dor, Creamy Delights and Magnum. Its ice creams offer delicious fruity and sweet flavours to suit the ever-evolving Indian taste pallete. Some of Kwality Walls’ entry level ice creams include the kulfeez, which has a distinct creamy flavour resembling that of the very India ‘kulfi’. Kwality Walls Cornetto is a cone ice cream with a solid block of chocolate at the bottom and a crusty top with almonds and other nuts. Kwality Walls Magnum being its flagship ice cream offers a Belgium flavour to its chocolate.
Image: company website
Kwality Walls Price/Pricing Strategy:
Below is the pricing strategy in Kwality Walls marketing strategy:
Kwality Walls is a leader in the Indian segment but still faces stiff competition.
The 200 crore ice cream brand continues to thrive in the market despite strict competition from Mother Dairy and Amul is because of its aggressive pricing strategy in its marketing mix. Kwality Walls caters to a wide range of customers with varied pocket sizes. At an entry level its kulfi and small chocobar help it derive the volumes required for sustenance. While at the top of the frozen desserts line sits the Kwality Walls Magnum which is a distinct Belgian and truffle taste and therefore commands a premium in the market. Its ice creams start at a modest Rs 15 all the way upto Rs 80 for the discerning upmarket customer. The Kwality Walls Cornetto sits in the middle of the desserts range priced between Rs 20 and Rs 40. This enables it to capture a wide range of audience and dominate every market category they are present.
Following is the distribution strategy in the Kwality Walls marketing mix:
Kwality Walls produces and sells frozen desserts & ice-creams all over India as well as Bhutan, Nepal, Malaysia and Brunei. Kwality Walls benefits from its very widespread retail and distribution network. This helps it penetrate the Indian subcontinent with an ease none of its competitors can. Kwality Walls’ wide distribution also helps it achieve economies of scale, thereby reducing costs of each ice cream sold through a reduction it logistics costs. Also its dealer margins are greater for remote and far flung places than in cities, providing an opportunity for even further expansion and penetration.
Kwality Walls ice-creams are available through a well established distribution system of HUL, and can easily be bought at grocery stores, supermarkets, restaurants, hotels etc.
Kwality Walls Promotion & Advertising Strategy:
The promotional and advertising strategy in the Kwality Walls marketing strategy is as follows:
Kwality Walls has and continues to use creative marketing and promotional strategies to further the brand name and message. As a part of its marketing mix strategy to advertise its brand, Kwality Walls uses all media like billboards, online, print media and TV commercials to create brand awareness. Kwality Walls has tied up with coupon companies online and gives out free or discount coupons for increased sales and promotion. By utilizing the popular appeal of actors such as Kareena Kapoor and by aggressively launching other ad campaigns over social media, Kwality Walls has ensured that its name continues to be synonymous with ice creams in India. By removing the word ‘ice cream’ from its ad campaigns, as directed by Hindustan Unilever’s marketing experts it wants to been seen more as a cold desserts manufacturer than an out and out ice cream company, thereby making the selling umbrella broader and making space for the accommodation of new products in the coming years. Hence, this shows the marketing mix of Kwality Walls ice cream brand from HUL.
About Kwality Walls:
A frozen desserts brand, Kwality Walls is owned by the consumer goods company of India, Hindustan Uniliver. An amalgamated name made out of two separate companies that Uniliver had acquired, Wall’s pf UK and Kwality of India. A major producer of ice creams and other frozen desserts, Kwality Walls is the most popular and one of the most respected brands. Founded in 1956, the original company from India was Kwality and it first imported machinery to mass produce ice cream commercially. Thereafter it was acquired by Unilever to form Kwality Walls as the umbrella name.
Trust Research Advisory, conducted a study and assessed that Kwality Walls is one of the most trusted brand in India. Also in the Brand trust report, it was ranked among the top most trusted brands in India.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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