Marketing Mix of Kwality Walls and 4Ps (Updated 2023)

The Marketing mix of Kwality Walls analyses the 4Ps of Kwality Walls which includes the Product, Price, Place and Promotion of Kwality Walls. Kwality Walls is one of the leading producers of frozen desserts. The Indian company ‘Kwality’ was established in 1956. It was the first company to import machinery in bulk so that ice cream could be produced and sold at a large scale for commercial benefit. In 1995, Kwality merged with Unilever and created a separate brand name, Kwality Walls. It is a subsidiary company of Hindustan Unilever and is a significant distributor of ice creams. Most Kwality Walls products are not based on milk but are frozen desserts with vegetable fats.

The ice cream market has become quite competitive because of the entry of many beautiful brands. Stiff competition from brands like Amul, Mother Dairy, Havmor, Rollick, and Vadilal has been a wake-up call for the producers of Kwality Walls. They have now incorporated many new flavors and various products to counterattack their competitors and maintain long-lasting relationships with their consumer base.

About Kwality Walls

• Type: Frozen desserts brand
• Industry: Consumer goods
• Founded: 1956 by Kwality and Wall’s
• Founders: Kwality and Wall’s employees
• Headquarters: Mumbai, India
• Area served: India, Bangladesh, Bhutan, Brunei, Myanmar, Nepal, Sri Lanka, Thailand, Singapore, and Malaysia
• Current CEO: Sanjiv Mehta
• Number of employees: Over 10,000
• Major products: Ice cream, frozen desserts, and frozen snacks

Kwality Walls Product Strategy

To entice the customers inclined towards traditional sweets, the company launched a determined campaign to convert them into buyers. Kwality Walls has introduced blockbuster ice creams with new flavors and ethnic tastes, especially for them.

In 1995, its product range, ‘Feast,’ was launched. It dealt with frozen desserts and ice creams and targeted Youth. Later, delicious products like Calypso Punch, Mango Zap, and Jaljeera Blast also featured in the Feast Range.

In 1996, Kwality Walls started the mouth-watering ‘Cornetto’ range, targeting the younger generation. This product was romanticized with an apt Tag line – ‘Bite bite Main pyaar’. In 2002, it added Strawberry Cornettos, Butterscotch, and Chocolate to its portfolio. The Super Cornetto range included two combinations, Hawaiian Bliss and Jamaican Magic.

Another product to join this winning club is ‘Almond Praline.’ This flavor signifies the Love Season and is a delicious combination of Praline and Pistachio flavors. It has stuffing of Caramel Sauce and has toppings of Almond pieces and Cashew Praline.

In 1999, an ice cream called ‘Max’ came on the market, exclusively targeting children. Its tagline was ‘Masti Kar Befikar,’ and it encouraged the kids to have a taste. Max123 and Max Cups had the advantage of extra vitamin A, whereas Max Joos and Max Orange had Vitamin C with the flavor of fruit juices.

Kwality Walls introduced Indian consumers to the concept of Sundaes in 2001. The Sundae Range included Mango, Chocolate, and Strawberry flavors. Later, Black Currant Dry Fruit pieces and Black Currant Sauce became an integrated part of the sundaes.

Paddle Poop is Kwality Walls’s recent addition for the kids. Its three flavors are Candy Cake Explosion, Grape Jelly, and Choco Berry Nova. Also, the premium ranged Kwality walls Magnum is an upgraded version of Feast and has taken the market since its launch.

Kwality Walls, a famous brand known for its range of frozen desserts and ice creams, offers a diverse product mix that caters to various tastes and preferences.

The product mix of Kwality Walls in 2023 is as follows (Source)

1. Ice Creams: Kwality Walls offers a wide range of ice creams in various flavors, including classic options like Vanilla, Strawberry, and Chocolate, as well as exotic flavors like Mango, Butterscotch, and Black Currant. They often introduce seasonal and limited-edition flavors as well.
2. Cornetto: The Cornetto series, famous for its cone ice creams, includes flavors like Chocolate, Vanilla, and Strawberry and unique combinations like Choco-Vanilla, Nutty Delight, and more.
3. Magnum: This premium range includes indulgent ice creams on a stick coated with a thick layer of chocolate. Popular flavors include Classic Chocolate, Almond, and White Chocolate, among others.
4. Paddle Pop: Aimed primarily at children, Paddle Pop includes a variety of fun and colorful ice creams in fruity and creamy flavors, often in exciting shapes and forms.
5. Kulfi: Catering to traditional Indian tastes, Kwality Walls offers Kulfi in classic flavors like Malai, Kesar Pista, and Mango.
6. Frozen Desserts: Besides ice creams, they also have a range of frozen desserts, including fruit-based sorbets and creamy delights with various toppings and mix-ins.
7. Family Packs and Party Packs: These larger pack sizes are available in many of their famous flavors, catering to family consumption or gatherings.
8. Diet and Sugar-Free Options: Understanding health-conscious trends, Kwality Walls has introduced low-fat and sugar, free varieties in some of their flavors, catering to those looking for healthier alternatives.
9. Limited Edition and Regional Specials: Occasionally, Kwality Walls introduces unique flavors or themed ice creams based on festivals, seasons, or regional preferences. These limited-edition offerings often become popular among consumers.
10. Collaborations and Co-branded Products: Kwality Walls sometimes collaborates with other brands or franchises to create unique flavors or themed ice creams, which can be tied to events, movies, or cultural trends.

It’s important to note that the availability of these products may vary by region and season, and Kwality Walls continues to innovate and expand its product range to meet changing consumer preferences and trends.

Kwality Walls Place Strategy

Ice cream is a perishable food item; hence, special attention and care must be given to its distribution process. The company’s head office is located in Mumbai. Kwality Walls ensures that all its products are accessible to consumers with the help of a fine network of distributors. Steps have been initiated where a manufacturer can sell directly to the customers through its various exclusive parlors.

Kwality Walls successfully launched the concept of Dessert Parlors called Swirls in 2004. It opened its first Swirl Parlor in the NCR region, and later, many such Swirl outlets opened at strategic locations like Shopping Centers and Malls where the footfall is very high. This has proved to be a unique and profitable venture, and the consumers have appreciated it. There are at least 500 Swirl Parlors worldwide; of these, 51 are in India.

Kwality Walls ice creams are sold in many Indian cities like Pune, Mumbai, Bangalore, Kolkata, Delhi, Hyderabad and Chennai. Besides India, Kwality Walls has displayed its Frozen Dessert products in Malaysia, Pakistan, Sri Lanka, Italy, Germany, Turkey, Brazil, Australia, and Singapore. In 2013, it stepped into Bhutan, Nepal, Bangladesh, and Brunemarkets and revolutionized the ice cream concepts.

The other distribution channel is generally through C&F agents or direct company outlets. The C&F agents are carrying and forwarding agents who have minimum margins and are only a storage facility. The material is given to distributors from this storage facility, who then distribute it to end retailers. Thus, because the distribution chain is huge, the margins must be kept high so the end retailer earns from selling the product to end customers.

Kwality Walls’s place strategy is as follows:

1. Wide Retail Distribution: Kwality Walls products are widely available in supermarkets, hypermarkets, and local grocery stores, ensuring easy accessibility for customers across various regions.
2. Exclusive Brand Outlets: They operate exclusive ice cream and coffee parlors and outlets in many cities, offering a complete range of their products and a personalized experience.
3. Online Presence: Understanding the digital shift, Kwality Walls has made its products available through online grocery platforms and food delivery apps, catering to the convenience of home delivery.
4. Strategic Location in High Footfall Areas: Kwality Walls often places its kiosks and small outlets in high footfall areas like malls, cinemas, and tourist spots to attract impulse buyers.
5. Collaborations with Eateries and Cafes: They collaborate with various restaurants, cafes, and eateries, where their products are featured as desserts, increasing their visibility and reach.

Kwality Walls Pricing Strategy

Kwality Walls has penetrated the Indian market with exciting and quality products at very competitive rates. At first, it followed the Premium pricing strategy, but later, to grasp the maximum consumer value, it changed its marketing strategy to value-based pricing. It has introduced various products ranging from minimum cost to reasonable and even premium prices to sustain the market competition.

The starting price range is INR 5 for Max Funjoos. High-priced products have been presented to urban consumers who prefer such quality items. These special items for self-proclaimed foodies include Carte D’OR Ice Cream in two flavors, Divine Chocolate, and Crème Brulee, priced at INR 210/750ml. The difference in the pricing suggests that the producers are aware of the customer’s demand at different levels and have taken appropriate steps to balance them. They have consciously made noticeable changes in their portfolio and balanced it with appropriate pricing to garner more customers. Thus, the portfolio has in-depth products to cover each segment type.

Kwality Walls’ pricing strategy is designed with a keen understanding of the diverse market segments it serves, balancing quality and affordability. This strategy is multifaceted and includes the following key aspects:

1. Competitive Pricing: Kwality Walls adopts competitive pricing to stay relevant in the highly competitive ice cream market. Their prices are set considering competitors’ offerings, ensuring they remain an attractive choice for customers seeking quality and value.
2. Segmented Pricing: Recognizing the varied consumer base, Kwality Walls employs segmented pricing. This means they offer products at different price points to cater to different segments – from budget-friendly options for cost-conscious consumers to premium offerings for those willing to pay more for luxury flavors and experiences.
3. Psychological Pricing: They often use psychological pricing strategies, like pricing products slightly below a round number (e.g., Rs 99 instead of Rs 100) to make the price seem significantly lower, appealing to price-sensitive customers.
4. Promotional Pricing: Regular promotions, discounts, and bundled offers are part of Kwality Walls’ pricing strategy, particularly during festivals, holidays, or the summer season, to boost sales and attract more customers.
5. Value-Based Pricing for Premium Products: For their premium ranges, such as Magnum, Kwality Walls adopts a value-based pricing approach, where the prices are higher, reflecting the superior quality, indulgent experience, and brand prestige these products offer.

Overall, Kwality Walls’ pricing strategy is a balanced marketing mix of competitive and value-based pricing aimed at maximizing market penetration while maintaining a perception of quality and indulgence, catering to a wide range of customers in the ice cream market.

Kwality Walls Promotion Strategy

Kwality Walls has projected itself as a Family brand. It has also targeted the Youth and the children to increase the sales. Its famous tagline, ‘Ho Jaye Dil ka connection,’ has become popular. Its distinctive packaging has a red-colored heart logo depicting happiness, a smile, and satisfaction.

Kwality Walls has taken several initiatives to capture the frozen dessert market, and these steps have been executed in phases. In the Innovation phase, products like Feast Bar and Softies were made for the impulsive consumer, and products like Viennetta, Sundaes, and Vanilla Gold targeted the home segment.

Later, an in-depth study of the Indian market was conducted so that superior quality products with a softer, creamier, and richer look could be launched at the right time. Many offers have been introduced to increase the social visibility of the products amongst customers. Some of its innovative schemes include super saver packs, one-on-one free, special discounts, and an added ice cream at the earlier price.

Capitalizing on social and visible media, Kwality Walls has launched some interesting and creative ads. Their brand ambassadors, the famous actors Yami Gautam and Siddharth Malhotra, have immortalized the Cornetto ad. Eating an ice cream has never brought me an exotic feeling before. Jay Thakkar, the child actor, acted in the Paddle Pop advertisements.

The ad campaigns have been made exclusively with children as its policy centers around them. In the latest Kwality Walls Magnum ads, the beautiful Kareena Kapoor is the brand ambassador. The strong and versatile range of products of Kwality Walls is a testimonial to the fact that this exclusive brand is here to stay and make its mark in the commercial market.

Kwality Walls’ promotion strategy is as follows:

1. Engaging Advertising Campaigns: Kwality Walls employs creative and engaging advertising campaigns across various media platforms, including TV, print, and digital, to build brand awareness and connect emotionally with consumers.
2. Social Media and Influencer Marketing: They actively leverage social media channels and collaborate with influencers to create buzz and engagement, especially for companies targeting the younger demographic.
3. Seasonal and Festival Promotions: Kwality Walls strategically launches promotions and special offers during festivals and summer, capitalizing on increased consumer demand.

Some Recent Video ads and Print ads of Kwality Walls are:

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