Bangkok--24 May--Weber Shandwick
Jan-April sales exceed growth targets, and company's 52 percent share is more than triple its nearest competitor
Wall's announced its January - April results, recording revenue that exceeded the company's estimated target by more than 30 percent. These strong results will help enable the company to maintain its position of the ice cream industry, which it has enjoyed for 16 consecutive years.
Wall's overwhelming success is a result of its effcient marketing strategies. These include manufacturing a wide variety of products to meet all different types of customers, a lifestyles, an ability to maintain product quality, and placing a speacial emphasis on its business alliances and relationships.
"According to recent AC Nielsen Retail Audit market survey, Wall's is the clear leader of the ice cream market, and its 52 percent share is far ahead of the nearest competitor's 16 , percent. Wall's strong January - April performance is very saitsfactory. Wall's has enjoyed its market leading position for more than 16 years," said Mr.Loic Tardy, Chairman of the Unilever Group of Companies in Thailand.
Wall's has maintained its leadership with the help of some very strategic and timely campaigns. For a special campaign with 7-Eleven, Wall's offers tailored - made products that were specially created to meet the demands of consumers at 7-Eleven convenience stores. Wall's has had a business partnership with 7-Eleven for the last 16 years, and by carefully studying its customers, wall's created a mutually beneficial campaign by introducing two flavors of Sundae ice cream cups - hot fudge brownie and cappuccino - which have proved to be very popular with 7-eleven's customers.
To meet the demands of young consumers, Wall's introduced its "Paddle Pop Galactica" campaign, wherein consumers who buy ice-cream and collect and redeem the stick will get free toys. Wall's has been promoting this popular campaign through a number of media channels, such as television advertising and cartoon books.
Wall's constantly improves and upgrades its flavors to meet different consumer tastes, particularly teenagers. After a consumer survey, Wall's found out that the sauce is one of the consumers' favorite ingredients, and was helping motivate consumers to buy ice cream. In response, Wall's increased the amount of sauce in its ice cream. The company also re-launched the "Wall's Cornetto Royale" with a new flavor - Black Forest and launched a supporting 'Sauce in Every Bite' campaign.
Wall's has also re-launched "Selection" and streamlined its deliciousness of sauce in every bite and new flavors to catch the attention of consumers to take ice cream home. A sales promotion campaign includes enhancing the visual appeal for its ice cream cabinets in department stores.
"With our specially designed campaign with 7-Eleven ,"Paddle Pop Galactica" campaign, and re-launch of Wall's "Cornetto Royale" and Wall's "Selection", have helped Wall's experience steady growth and maintain its market leading position. According to a consumer survey by Millward Brown in late 2005, a full 100-percent of respondents were familiar with the Wall's brand. In Addition, 78 percent expressed a strong brand loyalty towards Wall's ice cream, compared to just 38 percent for its nearest competitor. This clearly reflects our leadership position," said Tardy
In addition to its marketing campaign, Wall's has been committed to increasing its sales channels, with a 40 percent rise in ice cream mobile cabinets and a total of 10,000 cabinets nationwide. Wall's has also allocated a budget of more than 1 billion baht for marketing promotion campaigns though out the year.
"The ice cream industry is still growing at a very strong pace, which is not less than 15% this year. With its efficient marketing techniques, the ability to serve the ever-changing demands of customers, and good relationships with business alliances, Wall's is confident that the company will maintain its leading position and increase its share of the market", concluded Mr. Tardy.
About Unilever Group of Compaines in Thailand
Unilever Group of companies in Thailand is a leading fast moving consumer goods company with a strong presence in Thailand foe more than 70 years. Unilever offers Thai consumers with a wide range of leading brands that add vitality to life of Thai consumers in four categories. Home and Oral care products include Close-Up toothpaste, Breeze, Omo and Surf detergents; Comfort Fabric softener; sunlight diswashing liquid; Vim floor cleaning products. Personal Care products are Sunsilk, Clinic Clear and Dove hair care products; Axe and Rexona deodorant; Dove, Pond's, Vaseline, Citra skin care products and Lux. Foods and Ice cream products include Wall's Ice cream, Knorr, Lipton and Bestfoods. Unilever Network is a direct sales business within the group.
Issued on behalf of : Unilever Group of Companies Thailand
For further information : Pongtip Thesaphu
: Unilever Group of Companies in Thailand
:Tel. 0 2554 3430
: Onanong Pratakphiriya, [email protected]
: Arya Intasuwan, [email protected]
: Weber Shandwick
: Tel. 0 2287 1000 ext 169,215