Project : Omor Ice-cream

TABLE OF CONTENT
Above the line advertising 1
Below the line advertising 1
Target Audience 1
Marketing mi 1
!roduct 1
!rice "
!lacement "
!romotion #
!ositioning #
Com$etitor%s &eaction '
(alls '
)ourmet '
*urve+ Anal+sis ,
0
Project : Omor Ice-cream
OMO&- .* .N/OL/E0 .N ABO/E T1E L.NE A0/E&T.*.N)2
Above the line advertising: when a player uses all the pubic mediums to
advertise the brand including, Television, illboards, !adio, Print media and internet
Below the line advertising: when a player uses all the private mediums to
communicate the message which includes, direct calling, "a# and $-mail%
&here as Omor is advertising through the 'ollowing mediums:
Television commercials, show sponsorships
!adio commercials
Outdoor billboards
TA&)ET A30.ENCE
The major 'ocus o' Omor is on (ids and teenagers )aging * + ,0-% It is also targeting
the adults as 'amily si.e ice cream is also available% Prices are reasonable and suitable
'or current economic condition o' country%
MA&4ET.N) M.5
Product
Placement
Price
Promotion
Positioning
!&O03CT
CO&E BENEF.T2
The core o' Omor ice cream is /pleasure0%
1long with pleasure ice cream also provides
enjoyment%
ACT3AL !&O03CT2
2ame o' the brand is Omor
1 dairy based premium product
There are 3 di''erent categories
4
Project : Omor Ice-cream
In those categories there are total ,5 di''erent products
Ice-creams are available in a di''erent range o' si.es
In those range o' si.e Omor is o''ering di''erent range o' 'lavors
o 0esign
6tyle and catchy designs are the most important aspects o' our product% &e will
help our consumers 'eel special and 'ind the product health'ul%
o /ariet+
1nother 'eature o' the product has si# categories, in which there are twenty-'our
di''erent product having various 'lavors and si.es%
o 6ualit+
It is a dairy based premium product% It will assure and provide 7uality service
and ma(e sure that the inventory is durable, healthy, 'resh and long lasting%
A3)MENTE0 !&O03CT2
6upporting P%8%1 )Pa(istan 8orticulture 1uthority- to improve the environment
Promoting the culture o' Pa(istan
9elebrating the arrival o' 6pring season by decorating the city
,
Project : Omor Ice-cream
!&.CE
The player is using penetrating price strategy
Pricing have been done considering the prices o' competitor0s products
Prices are set by (eeping in mind the present economic condition o' the country
!LACEMENT
The product is now available in majors cities on Pa(istan
The product has been placed at di''erent channel to reach the targeted customers
Omor has placed a 'ree.er at many general stores and super stores
The 'ree.er has an appealing and attracting orange color, which will attract adults and
(ids ali(e
The inventory o' the product will be stored in the 'ree.ers o' those general and super
stores
Omor vans will be used to deliver the ice-cream to their respective channels
:
Project : Omor Ice-cream
;obile (ios( + Omor ice-cream cycles moving on city streets, through house streets and
outside educational
institutions
!&OMOT.ON
Omor is involved in above the line advertising
It is using the 'ollowing mediums o' communication:
Television commercials
Television0s shows sponsoring
!adio commercials
6mall si.e billboards + along all the main roads o' <ahore
&indow displays o' shops and stores
9on'etti dropping 'rom plane
=isplaying Omor theme on the shop0s name board
The advertisement has an upbeat and catchy jingle )T> and !adio-
The video o' commercial is cool and appealing 'or both (ids and adults ali(e
5
Project : Omor Ice-cream
The Omor0s 'ree.ers are in attractive orange color with Omor0s design on it
=ecorated the whole <ahore and celebrating the arrival
o' spring season
6upporting P81 to improve the environment
Promoting the culture o' Pa(istan
!O*.T.ON.N)
?1rt o' 8appiness@, ?Pigeon Aabootar Bran "ly@
The product is positioned as high 7uality dairy based premium product
Product is reasonably prices and consumer will 'eel that their money is valued
O''ering 'ew e#tra 'lavors can be a competitive advantage
&or(ing 'or social wel'are
COM!ET.TO&%* &EACT.ON2
(ALL%*
&alls being an old and renowned brand o' ice cream in Pa(istan, 'elt insecure
'rom the newly launched Omor% &alls will have no problem as it has many loyal
customers, it will ta(e time 'or customers to switch to the new brand /Omor0% Cust to
overcome the insecurity they have done the 'ollowing:
&alls has also increased its advertising
"ew hoardings and billboards can also be seen on the roads
1dvertising on T> and radio has also increased
I' one super store is being sponsored by Omor, the store ne#t to it is being
sponsored by &alls%
<aunched a song /8o janay day0 'eaturing /9all band0 'or 9ornetto
9ontest + &in IPod
Introduced new 'lavors in 9ornetto + /9hoco =isc0, /9aramel =isc0 and
/9hoco hugs0
Introduced a cartoon character to promote /Paddle pop0 and launched two
types o' /Paddle pop0 that are /Dapper0 and /Pirates0
*
Project : Omor Ice-cream
&herever you will see a Omor ice cream cycle, you will 'ind &alls ice
cream cycle too
)O3&MET
It is a ba(ery, selling di''erent types o' eatables% The chain o' gourmet is present
everywhere% $ach gourmet ba(ery is easily approachable% They have just started the
sale o' ice-creams and have well settled in the ice-cream industry% Cust to react to the
'eeling o' insecurity they have done the 'ollowing:
!educe the prices o' large si.e ice-cream pac(s
Introduced new nine 'lavors
9hanged the pac(aging o' Ice-cream 'rom plastic bo# to disposable bo#
6till no change in advertising + advertise through broachers
3
Project : Omor Ice-cream
ANAL7*.* OF T1E *3&/E72
Male 51.75%
Female 48.25%

Priorities 1st 2nd 3rd 4th 5th
Ice cream 78.40% 18.50% 0.00% 3.15% 0.00%
Chips 28.90% 45.80% 17.20% 3.55% 4.55%
Chocolate 34.50% 26.75% 22.20% 9.10% 7.50%
Burger 24.10% 23.55% 37.45% 10.45% 4.55%
Soft drink 37.00% 38.20% 7.90% 4.55% 12.45%
(hich brand +ou $re8er9
alls !"#"$
%mor& 11#!$
'ico 4#"$
(ourmet !#2$
E
Project : Omor Ice-cream
1ave +ou ever heard o8 Omore ice cream9
)es *2#*$
+o !#2$
From which source +ou came to know about Omore ice cream9
Bill,oard 2*#"$
-ele.ision 4!#2$
Friend 23#3$
/adio 0#0$
+e1spaper 0#0$
1ave +ou ever tasted Omore ice cream9
)es "*#3$
+o 30#2$
(hich ice cream 8lavor:s; do +ou like the most9
Mango 3"#2$
Chocolate 42#5$
3anilla 23#4$
Stra1,err4 43#5$
%range *#1$
5ulfa !#0$
F
Project : Omor Ice-cream
&ating o8 Omor< w=r=t 8ollowing 8actors2
67cellent (ood 8.erage Bad 3er4 Poor
Price 1"#3$ "3#0$ 1"#3$ 4#"$ 0#0$
9ualit4 2!#!$ 3*#*$ 30#1$ 2#4$ 0#0$
Packaging 14#1$ "*#!$ 11#!$ 0#0$ 4#"$
:esign 22#2$ 3!#3$ 23#2$ !#0$ 4#"$
G