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Principles of Marketing

Term Project Presentation


on

Wednesday, April 13, 201

Presented To :
Mr. Naveed Ilyas Presented By:
Abdul Khaliq – 9205
Mujtaba Sheriff - 8885
Rana Talal Zahid
-11663
Muhammad Saleh –
11847
Margaret Gomes -
INSTITUE OF BUSINESS MANAGEMENT - IoBM
8451
ENGRO
Formerly Engro Chemical Pakistan
Vision Limited
"To be the premier Pakistani enterprise with a global reach,
passionately pursuing value creation for all stakeholders. "

About Engro Corp


In 2010, Engro Chemical Pakistan Limited announced a change in its name to 'Engro
Corporation Limited (ECL)', as part of the Company's conversion into a single Holding,
Company Structure.
Engro Corp has been formed in the interest of better managing and overseeing
businesses of subsidiaries and affiliates that are currently part of Engro's capital
investments. A significant part of this change is the demerger and transfer of Engro’s
expanding fertilizer business into a separate wholly owned
Engro Fertilizers
subsidiary, and all
named Engro other Engro
Fertilizers Companies that
Limited.
are currently part of Engro’s capital investments will
fall under the umbrella of the new holding Company.
Engro Corp will be one of Pakistan’s largest
conglomerates, with diversified lines of business,
fertilizer, foods, power & energy, PVC resin, chemical
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storage & handling, industrial automation and trading.
ENGRO
From Esso Pakistan Fertilizer Limited in 1965 to Engro
Corporation Limited in 2010 A journey of success!
The last 45 years of Engro's presence
have seen many ups and downs.

The story of our success starts from Esso,


and continues to the present form of
Engro Corp. In 2010 they cross a major
milestone in their journey on the road to
corporate success, a journey during which
they have transformed their selves into
Pakistan's largest conglomerate.

Their ambition is to become a beacon of


light for Pakistan's economic growth, to
show the world the possibilities offered by
this nation of highly capable and
innovative people.INSTITUE OF BUSINESS MANAGEMENT - IoBM
ENGRO
Products & Services
Our wide spectrum of products and services clearly shows
the diversity in our businesses, each one designed to make
life better for our customers .
Fertilizers
Engro Fertilizers Limited (EFert)
a specific product line that focuses on balanced crop nutrition and higher
yield for the farmer

Power Generation
Engro Powergen Limited (EPL)
Incorporated to undertake Engro’s entry into the Energy &
Power Sector

Foods
Engro Foods Limited (EFL)

State of the art dairy processing


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plants
ENGRO
Products & Services
Chemical Handling & Stroage
Engro Vopak Terminal Limited (EVTL)
A state of the art jetty and terminal at Port Qasim, Karachi for
handling and storage of LPG and bulk liquid chemicals

Industrial Automation
Avanceon
Providing process control solutions to industrial units and
management software solutions

PVC Resin
Engro Polymer & Chemicals Limited (EPCL)
A synthetic resin, composed of repeating units of vinyl
chloride. It is very versatile and is used in a wide variety of
products
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Introduction
 Omore was launched by Engro Foods in
April 6, 2009 .
 Ice cream factory located at Sahiwal.
 The ice cream was launched in eight
cities and towns.
 Started the brand with 24 different
formats and flavors.

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Introduction
 Lack of cold storage facilities and
proximity factory were reason for slow
start.

 Fully automatic ice cream


manufacturing facility.

 Ice cream factory’s average operating


capacity is 50,000 liters per day and
more than 4.5 million liters of dairy
ice cream a year.
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Customer Perceived Value
 OMORE customer
gets most value out
of the cost they
incurred with wide
verities and new
flavors of the
product .

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Customer Perceived Value
Costumer cost includes:
 
•Time cost: OMORE cycle saves
customer’s time of going to shop and
buy ice-cream. It can easily accessible
at your door step without wasting time

•Monetary cost: OMORE’s price starts


with Rs. 5- Rs. 10 for individual
packing and Rs 80 onwards for family
packs.
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Customer Perceived Value
Costumer cost includes:
 
•Psychic cost: OMORE hype was already
created when they initially launched in Lahore
where as Karachi people were eager to get hold
on the OMORE taste.

•Energy cost: OMORE is reachable by anyone


anywhere so no extra energy cost incurred to get
OMORE.
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Customer Perceived Value
Customer value includes:
 
•Image value: OMORE is all about
colors, energy, fun and happiness for
all age group. Their motto is to find
love and happiness in every small
thing.

• Personnel value: OMORE


carts riders are very
supportive and helpful in
decision making of
purchase of OMORE ice
cream.
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Customer Perceived Value
Customer value includes:
 
•Service value: OMORE sales
people are always there to
help their customers in shops,
malls, and road shows etc.

• Product value: OMORE has


variety of flavors in very
affordable price they even
introduced few new flavors
which attract people to eat
ice cream. INSTITUE OF BUSINESS MANAGEMENT - IoBM
Customer Perceived Value
Critical Analysis & Recommendations
 
OMORE customers are very satisfied with the ice-creams
taste, availability and the image they carry after eating it.
OMORE has invested huge on the advertisement
campaigns both in Lahore and Karachi which has changed
the buying behavior of ice-cream eater and has resulted
into higher sales as compared to other competitors.
 But still in our opinion, OMORE should remain consistent
with the quality and quantity they are currently offering to
customer else customer has the alternatives available.

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INDUSTRY ANALYSIS

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INDUSTRY ANALYSIS

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INDUSTRY ANALYSIS

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INDUSTRY ANALYSIS

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BUSINESS BUYER BEHAVIOR
OMORE’s Buying Behavior

High Involvement Low Involvement

Significant Differences Complex Buying Variety Seeking


among Brands Behaviour Behaviour

Few differences Dissonance reducing Habitual Buying


between Brands Buying behaviour Behaviour

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BUSINESS BUYER BEHAVIOR
Buying Decision Process

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BUSINESS BUYER BEHAVIOR
 Need Recognition  Purchase
Decision
Post Purchase Behav

 Information Search
Alternate Evaluation:

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BUSINESS BUYER BEHAVIOR
Critical Analysis & Recommendations

OMORE consumers do not search for extensive


information and selects a brand on the basis of
brand familiarity; Advertising holds a great
importance to make sure customers are familiar
with the brand. Reminder Advertising should be
frequently done through different mediums of
communications

The buying behavior decision also change due


to extensive information received, extensive
promotional activities, and trial of the product
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BUSINESS BUYER BEHAVIOR
Critical Analysis & Recommendations
 
OMORE has very strong concepts, creative
visuals and catchy jingle which have pulled the
consumers to buy the product. Other then this,
OMORE cart is also one of the causes of the
buying decision behavior as they can purchase
ice-cream on their go without much hassle

As consumers tend to switch products more


often in this case, OMORE should also focus on
shelf occupancy (freezer placement) and make
sure shopkeepers doesn’t stock other brands in
OMORE freezers.
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SEGMENTATION

 The ice-cream sector shows a market that has


Clustered preferences that is the consumers have
similar preferences.
 They want ice-cream to be tasty, have variety,
reasonable price and good for health.
 Keeping these things in mind OMORE market has been
segmented.

Geographic
 Region of the country: Pakistan – Major cities like
Karachi, Lahore
 Urban or rural: Urban

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SEGMENTATION
Demographic
Age: 6-11, 12-19, 20 – 34, 35 +
Gender: Male / Female
Family size: 1-2, 3-4, 5+
Family Life cycle: Kids, Youth, Adult, Elder
Income: 8,000-14,000, 15,000-25,000, 25,000 and
above
Occupation: Student, Housewife, Professionals
Psychographic
Social class: Upper Lowers, Working Class, Middle
Class, Upper-Middle class
Lifestyle type: Happy-go-lucky
Personality type: Trendy, Hiphop, Fun loving

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SEGMENTATION
Behavioral
Occasions: Regular Occasions / Special Occasions
Benefits: Quality, Quantity
Availability Status: First time users, Regular user,
Potential User
Loyalty Status: Value of Money and Variety
User: Medium
Readiness stage: Interested in exploring new flavors
(intend to buy)
Attitude towards product: Enthusiastic, Positive and
Satisfied

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TARGETING
Market segmentation reveals the OMORE market
segmentation opportunities. Now company evaluate
various segments and decide how many and which
segment it can serve best.
Selecting Target Market
Segmentation:

OMORE is using undifferentiated


marketing in which they appeal to
largest number of buyers by
focusing on common needs rather
then targeting to small categories.

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TARGETING
Choosing a Target Marketing Strategy
Following factors are considered when
choosing target marketing strategy for
OMORE

Company Resources: OMORE has the


capacity to target the huge number of
segment and can produce mass of
production with common needs

Degree of Product Variability: Product


varies in three SKU i.e Lollies, individual
pack and family pack with variety of 26
different flavors.
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TARGETING
 Product Life Cycle stage: OMORE is at the
introductory phase at the life cycle phase as it was
launched in 2009

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TARGETING
 Market Variability: OMORE market segment shares
same interest i.e ice-cream has to be tasty, have
variety, reasonable price and good for health.

 Competitor Marketing Strategy: OMORE has


competitive advantage over other as when they
launched their ice-cream, there were no major
promotions going on for the competitive products.

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TARGETING
Five Criterions

To target a market segment, it is necessary that the


segment should rate favorably on the following five
criterions:

Measurable
Substantial
Accessible
Differentiable
Actionable

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TARGETING
Density: According to density, there are
three segments, Urban, Suburban and
Rural. OMORE has targeted consumers
living in Urban and Suburban areas. The
reason for targeting this sector is that they
score favorable on the five mentioned
criteria, whereas, rural segment doesn’t
score high on the following criterion;

•Measurable: OMORE find rural area very


scattered and it is difficult for them to
measure the size, and characteristics of
these scattered areas.
•Accessible: Due to weak infra structure in
rural areas, Company should have a very
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strong distribution network to access rural
TARGETING
Age: There are four age segments 6-11,
12-19, 20 -34, 35 + OMORE have
targeted these segments and are not
focusing on consumers above age 45
because it doesn’t score high on the
following criteria.

•Actionable: OMORE do not consider this


segment as actionable because they find
it hard to convince consumers above 45
yrs old to shift to ice-cream, instead of
their own home made sweets that they
are using since longer or prefer more
meethais rather than branded ice-creams.
In this
INSTITUE age, people
OF BUSINESS are also
MANAGEMENT not willing to
- IoBM
TARGETING
Family Life Cycle: There are three
segments identified according to
family life cycle i.e., consumers who
are single, who are married and also
who are married and have children or
even kids. OMORE is focusing all of
them as they all are found rating
favorable on the five criteria of
selecting market segments.

Gender: OMORE is targeting to both


Male/female consumers. This is also
evident from their advertising
campaigns which always feature a
young female,INSTITUE
naughty kids and
OF BUSINESS a fun
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TARGETING
Income: There are three segments based
on income level i.e. consumers earning
8,000-14,000, 15,000-25,000, 25,000
+.OMORE have not focused on consumers
having income lower than 8000 because
this segment doesn’t satisfy following
criteria.

•Actionable: This segment is not


considered actionable as they can’t afford
to buy branded ice-cream; they usually use
unbranded ice-cream from stores worth Rs.
1-2. To cater this segment, OMORE will
have to reduce its price which will decrease
the profits; therefore this segment
INSTITUE OF BUSINESS is not
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TARGETING
Usage Rate: There are three segments here, light users,
medium users and heavy users. OMORE have focused on
each segment by launching different packages, i.e.

•Individual Packs: Single serving are introduced to focus


on consumers who are light users , starting from Rs. 10-50
and is for one time use only, so that consumers who do not
have to store ice-cream in large amount at a single time,
they can buy this pack at much affordable price according
to their use.
•Regular Pack: Regular pack includes 1 liter packing
focuses on medium users who want to cater the need of 4-5
people at a time without concern of flavors
• Double Pack: Double pack is focused heavy users.
Double pack includes 2 liters and up packs at lower price.
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This is targeted at those consumers who use ice-cream
POSITIONING & DIFFERENTIATION

Omore Positioning

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POSITIONING & DIFFERENTIATION
OMORE has differentiated and
positioned its ice-cream on following
dimensions:

•Features: OMORE features can be


described in terms of taste by offering
unique different flavors that its
competitors are not offering.

•Conformance Quality: OMORE have


differentiated its ice-cream through
conformance quality . This is done by
opening channels for getting feedback
i.e. through website, help lines, social
media like Facebook, Twitter and
blogs, which allows
INSTITUEcustomers to
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POSITIONING & DIFFERENTIATION
• Reliability: They have been successfully satisfying
the customers need for many years which allows
consumers trust their products and therefore when
they claim to use pure ingredients, authentic flavors
and best available technology, people trust them and
consider their products to be reliable.

• Style: Style describes the product’s look and feel to


the buyer. OMORE has considered differentiating
their ice-creams through improving their packaging,
or the style which will provide the customers with a
distinctive feeling about their product.

• Design: Design is OF
INSTITUE theBUSINESS
totality of features
MANAGEMENT that affect
- IoBM
POSITIONING & DIFFERENTIATION
Image Differentiation
Media:
 Event:

Symbol:

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POSITIONING & DIFFERENTIATION
Personnel Differentiation

Competence:

Responsiveness:

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CREATING VALUE - PRODUCT

• Main Brand: OMORE Ice-Cream


• Width: Frooze, Impulse and In homes
• Length: Ice Pops, Chocbars, Cups. Tubs etc
• Depth: Lick-A-Flavor, Chochead, Strawberrry
Chunks, Praline etc.
• Consistency: The product lines are consistent as
they are consumer products that go through the
same distribution channels and perform same
functions for buyers

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CREATING VALUE - PRODUCT
Product Mix
PRODUCT MIX(WIDTH)

Frooze Impulse In homes

ICEPOPS BARSTICKS TUBS


Lick-A-Flavor Chocbar Strawberry Chunks
Jelicks Nutty Chocbar Mango Chunks
PRODUCT LINE (LENGTH)

Dasher Caramel Chocbar


Bubblegum Almond Affairs BUCKETS
Lemin Chocolate Temptation Vanilla Strawberry
Orange Lolly Vanilla Blackcurrent
CUPS Vanilla Chocolate
VVROM Strawberry Qulfa
Mango Praline
CHOCLOLLIES Praline Caramel Toffee
Choc head Chocolate
Choc sticks Qulfa FAMILYPACKS
Vanilla Vanilla
FUNMILL Strawberry
Vanilla and Strawberry CONES Chocolate
Caramel Crunch Mango
Chocolate Crisp
Vanilla with Choco-nuts
Vanilla Strawberry Affairs SMALLPACKS
Vanilla Mango Affairs Vanilla
Mango
KULFI
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CREATING VALUE - PRODUCT

 Product Variety:  Quality:

 Features:

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CREATING VALUE - PRODUCT

Packaging:

Labeling:

Size:

Service:

Returns:

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CREATING VALUE - PRODUCT
Branding
• User: OMORE ice-cream is focused on youth,
concentrated in urban areas, between the age
group of 5-35+. OMORE ice-creams are for users
who prefer variety and different flavors in their
ice-cream.

• Personality: OMORE personality represents


the specific mix of human behaviors that is
attributed to a particular brand. OMORE ice-
cream represents fun loving, happy-go-lucky,
imaginative, and full of spirit, full of colors,
young, energetic and who spread happiness.

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CREATING VALUE - PRODUCT
• Attributes
 OMORE ice-cream holds an image of providing
hygienic products. They do this by using clean and
safe dairy products at every stage of production.
 OMORE ice-cream is durable and has a good freeze
life unlike other competitors.
 Its products are affordable for all the classes of the
society.
 Other than that it’s easily available in all major cities
of Pakistan (Karachi, Lahore and Islamabad).
 It is made of pure dairy products unlike Walls who use
artificial method of making ice-cream.

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CREATING VALUE - PRODUCT
• Brand Equity
OMORE is at the level of
Devot
“satisfied & switching cost”. ed to
brand

The customers are quite Value the


brand
satisfied with the product but
Satisfied &
since OMORE’s major switching cost

competitor Walls is also


Satisfied customers
offering more or less the same
product.
No brand loyalty

OMORE has introduced


different flavors which
differentiate them from others
but if Walls starts offering the
same flavors at low price,
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CREATING VALUE - PRODUCT
Critical Analysis & Recommendations

•Objective of OMORE ice-cream should be to


achieve
•the level of “Value the brand”. They should
insure their product is better in every ways and
constantly introduce new flavors to get attached
with the customers needs

•They should focus on maximization of


customer’s product experiences.

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CREATING VALUE - PRODUCT

Critical Analysis & Recommendations

•They should try to increase value for their


customers by optimize the quality and price and
pricing strategy should be based on consumers`
perception of value.

•They should established desirable and


deliverable point of difference with its
competitors.

•The products in the brand should be made for


niche customers; for example, diabetic patients
etc. INSTITUE OF BUSINESS MANAGEMENT - IoBM
CREATING VALUE - PRICE
Price List of OMOR’E

Froo
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CREATING VALUE - PRICE
Price List of OMOR’E

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CREATING VALUE - PRICE
Pricing Strategy
 Market Penetration Pricing
Strategy: OMOR’E is new in the
market that’s why they have set
low initial price as compared to its
competitors in order to penetrate
in the market quickly and deeply
and to attract large number of
buyers quickly resulting in gaining
large market share. They used this
option as they believe that a
higher sales volume will result in
lower unit costs and higher long
run profit. INSTITUE OF BUSINESS MANAGEMENT - IoBM
CREATING VALUE - PRICE
Pricing Strategy
• Product Mix Pricing Strategy:

Setting a price for a product which has


huge product line is difficult because
the various products have related
demand and cost and face different
degree of competition.

OMORE has set their strategy as


Product Line Pricing which sets
the price between various products
in product line based on cost
difference between the products,
customer evaluation of different
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features and competitor’s prices.
CREATING VALUE - PRICE
Pricing Strategy
• Price Adjustment Strategy:

OMORE has adjusted their basic prices to


account for various customer differences
and changing situation by setting
‘Allowance Pricing’.

Allowing pricing is the reduction from a list


price for Wholesalers and Retailers. This
price reduction is a reward for dealers in
support of Sales program. OMORE gives
16% trade allowance to their wholesalers
and dealers which are relatively low as
compared to competitors,
INSTITUE who
OF BUSINESS offer 20%
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CREATING VALUE - PRICE
Price Changes
OMORE might face situations in future and will initiate
price changes or respond to price changes by
competitors.
Initiating Price Changes: A major factor in increase of
price will be cost inflation. Rising costs will squeeze profit
margins and lead OMORE to pass cost increases on to the
customers.
 
Another factor leading to price increases will be excess
demand example religious occasions / Christmas / Easter /
Ramadan. When OMORE cannot supply all its customers'
needs, it can raise its prices.
 
Prices could be raised almost invisibly by dropping
discounts andINSTITUE
addingOF higher-priced units- to
BUSINESS MANAGEMENT the line or
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CREATING VALUE - PRICE
Price Changes
Buyer reactions to Price Changes:
 
•Customers do not always interpret prices in a
straightforward way. They may view a price cut in different
ways.

•Customer might believe that quality of ice-cream has been


reduced. Similarly, a price increase, which would normally
lower sales, may have some positive meanings for buyers.

•Customer might think that the ice-cream is very


"delicious" and has value for money so they are ready to
buy on higher price for improved quality.
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CREATING VALUE - PRICE
Price Changes
Competitor reaction to Price Change:

OMORE considering a price change has to worry about the


reactions of its competitors as well as its customers.

Competitor might think the OMORE is trying to grab a


larger market share or want the whole industry to cut
prices to increase total demand.

Competitors do not behave alike—perhaps because of


differences in size, market shares, or policies.

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CREATING VALUE - PRICE
Price Changes
OMORE Response to Price Change:

OMORE should consider its own situation and strategy and


possible customer reaction to price change. If the company
decides to respond to price change, OMORE might make
any of the four responses.
 
•OMORE could reduce its price to match the competitor's
price.
•OMORE might maintain its price but raise the perceived
quality of its offer.
•OMORE might improve quality and increase price.
•OMORE might launch a low price fighting brand.
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CREATING VALUE - PRICE
Critical Analysis & Recommendations

•Change in price should be supported with a


company communication program telling
customers why prices are being increased and
customers should be given advance notice so
they can do forward buying or shop around.

•OMORE can substitute less expensive


ingredients or remove certain product features,
packaging or flavors.

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CREATING VALUE - PRICE
Critical Analysis & Recommendations

•Pricing of WALLS is more or less the same but


litre ice creams price are less than Walls which
is a great strategy. OMORE should reduce its
prices to get the maximum market share.

•They should work on the trade allowances and


build strong relationship with the retailers and
wholesalers as they are the selling partners of
the brand.

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O-LEVEL 1-LEVEL 2-LEVEL
3-LEVEL

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Channels:
 
OMORE has three ways of distribution.

1.Using Zero-Level channel that is through OMORE ice-


cream cart directly to the end user.
2.Using One-Level channel consisting Retailers and
Shopkeepers.
3.Using Two-Level channel consisting Wholesalers and
Trade Retailers .

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O-LEVEL 1-LEVEL 2-LEVEL 3-LEVEL

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Coverage

The coverage of OMORE is very low as compared to


competitors because they have focused only on major
urban areas of Pakistan.

OMORE started its sales in 2009 with Direct


Distribution Strategy to have more control in operations
& provide superior service than its main competitor.

After the brand established itself and got recognized,


in 2010 the model shifted to a mix of both direct &
indirect distributions.

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O-LEVEL 1-LEVEL 2-LEVEL 3-LEVEL

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Coverage
Direct distribution is primarily managed through company
operated warehouses and sales fleet, while in Indirect
Distribution sales are managed through appointed
distributors’ warehouses & vans.

Main towns of Lahore, Rawalpindi, Islamabad & Peshawar


remained on direct distribution, while Multan, Faisalabad,
Gujranwala & Jhelum were serviced through Indirect
Distribution.

In 2011, only Lahore & Rawalpindi/Islamabad will remain on


direct distribution, while Karachi, Peshawar, Multan,
Faisalabad, Gujranwala & Jehlum will be serviced through
Indirect model.

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O-LEVEL 1-LEVEL 2-LEVEL 3-LEVEL

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Transport

OMORE ice-creams are transported to retailers and


shop keepers through private transportation firms e.g.
Abu Dawood Logistics and also through a few company
owned trucks.

This is done in order to reduce transportation and


vehicle costs. Company also distributes their product
through their own ice-cream carts which also reduce the
transportation cost.

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O-LEVEL 1-LEVEL 2-LEVEL 3-LEVEL

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Locations

Available at large/medium sized grocery stores,


departmental stores, mini-marts, petrol stations and
pharmacies in Punjab and Sind.

They also sell their products directly to consumers


using their own carts available in all the areas of urban
population.

This strategy has been in practice for many years and


is being used by Walls and Hico too.

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O-LEVEL 1-LEVEL 2-LEVEL 3-LEVEL

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VMS (Vertical Marketing System)

A Distribution channel system in


which Wholesalers, retailers and
Producers act as a unified system.
OMORE use Vertical Marketing
System in which producer, retailers
and distributors acts as a unified
system. OMORE is using
multichannel system in Vertical
Marketing System.

The direct distribution is through


Corporate VMS while indirect is
INSTITUEthrough Contractual
OF BUSINESS MANAGEMENTVMS.
- IoBM
O-LEVEL 1-LEVEL 2-LEVEL 3-LEVEL

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 Corporate VMS: OMORE uses corporate


VMS which integrates successive stages of
production and distribution under single
ownership i.e. OMORE has their own trucks
to distribute their product in Lahore,
Rawalpindi, Islamabad & Peshawar. It also
includes their carts.

 Contractual VMS: OMORE is also using


contractual VMS in which they have a
contract with Abu-Daood Distribution
Company to obtain more economies of
scales impact then each could achieve
alone. Karachi, Multan, Faisalabad,
Gujranwala & Jehlum
INSTITUE are serviced
OF BUSINESS through
MANAGEMENT - IoBM
O-LEVEL 1-LEVEL 2-LEVEL 3-LEVEL

CREATING VALUE - PLACE


Critical Analysis & Recommendations

•OMORE can make ice cream parlors chain like


Dip-shop of WALLS

•OMORE should work on creating new ways to


place their product like ice creams in trolleys or
placing their canopies in sitting areas of parks,
shopping malls
• and sea-view is very unique.
.

INSTITUE OF BUSINESS MANAGEMENT - IoBM


O-LEVEL 1-LEVEL 2-LEVEL 3-LEVEL

CREATING VALUE - PLACE


Critical Analysis & Recommendations

•OMORE should spread its distribution system all


over the country especially in the small cities of
Pakistan, where they have not reached yet.

•Establishing warehouses in the areas which are


near to their target cities. It will save their
transportation cost when they send their trucks
for distributing their products.

INSTITUE OF BUSINESS MANAGEMENT - IoBM


O-LEVEL 1-LEVEL 2-LEVEL 3-LEVEL

COMMUNICATION VALUE - PROMOTION

Objective of IMC (INTEGRATED MARKETING


ACTIVITIES)

To communicate value by moving buyers through the


following stages:

a.Awareness
b.Liking
c.Purchase.

INSTITUE OF BUSINESS MANAGEMENT - IoBM


O-LEVEL 1-LEVEL 2-LEVEL 3-LEVEL

COMMUNICATION VALUE - PROMOTION


IMC (INTEGRATED MARKETING ACTIVITIES)

The IMC model consists of the following six


communication platforms through which companies
communicate the value of their product to the
consumers.

Advertising
Sales Promotion
Events/Experiences
Public Relations
Personal Selling
Direct Marketing

INSTITUE OF BUSINESS MANAGEMENT - IoBM


O-LEVEL 1-LEVEL 2-LEVEL 3-LEVEL

COMMUNICATION VALUE - PROMOTION


Advertising

•OMORE is active in doing Advertising since its launch.


•They believe that strong and effective advertisement is
essential for product success.
•They have used their punch line 'THE ART OF
HAPPINESS' since the start to expose and create brand
image in the mind of customer.
•This will also induce a desire for buying the product as in
the ads they have shown that if you want to be happy,
Eat OMORE.

INSTITUE OF BUSINESS MANAGEMENT - IoBM


O-LEVEL 1-LEVEL 2-LEVEL 3-LEVEL

COMMUNICATION VALUE - PROMOTION


Advertising
Following are the advertising vehicles OMORE has
used for their promotion
•Print and broadcast ads

OMORE has conveyed their message of happiness, joy, fun and


pleasure through their Print and TVC.

The creatives are so colorful and vibrant to support their slogan


of happiness with the catchy jingle attached to it.

They have broadcasted their ads on all the major TV channels,


FM radios and Social media like Facebook, Twitter and Orkut and
for print they have gone in all major magazines and newspaper.

INSTITUE OF BUSINESS MANAGEMENT - IoBM


O-LEVEL 1-LEVEL 2-LEVEL 3-LEVEL

COMMUNICATION VALUE - PROMOTION


Advertising
• Packaging outer
Colorful packaging with product picture with name along
with nutrition indigents and contact information
• Brochures and booklets
Brochures and booklets were distributed outside the big
famous marts at the time of launching
• Posters and leaflets
Product promotion posters were placed outside the stores
like Ice pops, Choc stick etc. At the time of launching
leaflets were showered from aircraft in different areas of
cities.

INSTITUE OF BUSINESS MANAGEMENT - IoBM


O-LEVEL 1-LEVEL 2-LEVEL 3-LEVEL

COMMUNICATION VALUE - PROMOTION


Advertising
• Billboards

OMORE was/is placed on Billboards at all the major


intersection in different cities (Lahore, Karachi,
Islamabad, Peshawar, Multan etc).

The visual representation of product by showing the


customer a slice from their own lives (something to
which they can refer when they going to buy the
product).

They are expansive media but can reach a wide range


of customer and are high in creating awareness.

INSTITUE OF BUSINESS MANAGEMENT - IoBM


O-LEVEL 1-LEVEL 2-LEVEL 3-LEVEL

COMMUNICATION VALUE - PROMOTION


Advertising
• Point of purchase displays
OMORE placed their carts outside all the major malls/
marts and grocery stores at the time of launching to do
the point of purchase display.

• Audiovisual material
Jingle and music is so strong that people recognize OMORE
with it.

• Symbols and logos


OMORE has used symbols related to happiness, joy and
fun.
Their logo is oval in shape with pink inside and white
outside
INSTITUE OF BUSINESS MANAGEMENT - IoBM
• Videotapes
O-LEVEL 1-LEVEL 2-LEVEL 3-LEVEL

COMMUNICATION VALUE - PROMOTION

Sales Promotion
•Sales promotion is variety of short
term incentive to encourage trial or
purchase of product

•Contest, Game and


Sweepstakes
OMORE has conducted contest and
sweepstakes to attract customers and make
them start liking the product. They have
done it before at the time of launch in Punjab
and now in Karachi for example they
conducted contest for the morning shows.

OMORE has launched an interactive


application on its Facebook fan page which
INSTITUE OF BUSINESS MANAGEMENT - IoBM
allows users to participate in a weekly draw
O-LEVEL 1-LEVEL 2-LEVEL 3-LEVEL

COMMUNICATION VALUE - PROMOTION


Sales Promotion
• Sampling
Sampling was done by OMORE at the
time of launch in all the major
location of cities to increase the
customer awareness and also create
the liking of the product.

• Entertainment
Jingle and music is so strong that people
recognize OMORE with it.

• Trade-in allowance
OMORE gives 16% trade allowance to all
the retailers and wholesalers
INSTITUE OF BUSINESS MANAGEMENT - IoBM
O-LEVEL 1-LEVEL 2-LEVEL 3-LEVEL

COMMUNICATION VALUE - PROMOTION

Public Relations

•OMORE is very active in PR activities to


promote and protect the company
product image.

•They are based on the objective of public


attention through measures other
then advertising and sales promotion.

•They indulge in such activities to prove


to the public that they are not after
profits but have an interest in socio-
economic environment of the market to
INSTITUE OF BUSINESS MANAGEMENT - IoBM
creat goodwill in the consumers mind..
O-LEVEL 1-LEVEL 2-LEVEL 3-LEVEL

COMMUNICATION VALUE - PROMOTION

Public Relations

• Charitable donations
Engro Foods has also proved itself to be a socially
responsible company in many ways, For example when
our nation faced a major catastrophe in a form of the
floods which shook the foundations of our country,
Engro Foods stood firm in its commitment to the social
causes, and provided financial help, food and shelter
through the help of various relief organizations.

• Sponsorships
OMORE have sponsored several TV programs like Cooking
shows, Morning shows and Cricket matches etc.
INSTITUE OF BUSINESS MANAGEMENT - IoBM
O-LEVEL 1-LEVEL 2-LEVEL 3-LEVEL

COMMUNICATION VALUE - PROMOTION

Public Relations

•Publications
OMORE has done publication which reflects
its vision and objectives in the short and
long run. They provided information on how
the OMORE ice-cream goes about its
operations and how OMORE ice-cream is
nutritious because it uses pure dairy
products as compared to the competitors.

INSTITUE OF BUSINESS MANAGEMENT - IoBM


O-LEVEL 1-LEVEL 2-LEVEL 3-LEVEL

COMMUNICATION VALUE - PROMOTION


Personal Selling
•Personal Selling is face-to-face interaction with one
or more prospective purchasers for the purpose of
making presentations, answering questions and
procuring orders.
• Sales presentations
OMORE is selling their products via carts.

• Incentive programs
OMORE has given refrigerators to its retailers for their
ice-cream products. It also gives 16% trade
allowance to all the retailers and wholesalers as an
incentive. Incentives also include branding of Store
on achievements of target sales
INSTITUE OF BUSINESS MANAGEMENT - IoBM
O-LEVEL 1-LEVEL 2-LEVEL 3-LEVEL

COMMUNICATION VALUE - PROMOTION


Personal Selling

• Samples
Sampling was done by OMORE at the time
of launch in all the major location of
cities to increase the customer
awareness and also create the liking of
the product

• Fairs and trade shows


OMORE conducted a beach festival to gain
the attention of customer and make
them aware of the products in Karachi.
They also conducted Basant festival in
Punjab. INSTITUE OF BUSINESS MANAGEMENT - IoBM
O-LEVEL 1-LEVEL 2-LEVEL 3-LEVEL

COMMUNICATION VALUE - PROMOTION


Direct Marketing
•Direct Marketing is use of mail, telephone, fax, email,
or internet to communicate directly with or solicit
response or dialogue from specific customers and
prospects
Direct marketing is not used by OMORE
because the product is already easily
available. Plus the fact that most people in
Pakistan are unaware of purchase of products
through these channels.

INSTITUE OF BUSINESS MANAGEMENT - IoBM


O-LEVEL 1-LEVEL 2-LEVEL 3-LEVEL

CREATING VALUE - PROMOTION


Critical Analysis & Recommendations

FOR CREATING AWARENESS:


On the basis of analysis for each element of
Integrated Marketing Communication Program,
OMORE is at the stage of creating awareness,
should spend more on following techniques in
advertisement:

Print and broadcast ads


Brochures and booklets
Billboards

INSTITUE OF BUSINESS MANAGEMENT - IoBM


O-LEVEL 1-LEVEL 2-LEVEL 3-LEVEL

CREATING VALUE - PROMOTION


Critical Analysis & Recommendations

FOR CREATING LIKENESS:


Likeness is basically created through public
relations, events and experiences, and personal
selling. To create Likeness for their product,
OMORE should consider spending more on
following techniques:

Entertainment
Causes
Samples

INSTITUE OF BUSINESS MANAGEMENT - IoBM


O-LEVEL 1-LEVEL 2-LEVEL 3-LEVEL

CREATING VALUE - PROMOTION


Critical Analysis & Recommendations

FOR CREATING PURCHASE:

OMORE is doing good to make customers


purchase the product in the following ways:
Packaging
Sampling
Festivals
Incentives programs

INSTITUE OF BUSINESS MANAGEMENT - IoBM


Special Thanks to ;

Mr. Naveed Ilyas


Course Instructor

Mr. Rehan Khaliq


Assistant brand Manager –
Omore

Fraz Ahmed Abbasi & Mohsin


Hafeez
Product Sampling & Mocks

INSTITUE OF BUSINESS MANAGEMENT - IoBM

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