Assignment# 01Instructor: Miss Nida Aslam khanPrinciples of Marketing
| Syed Aun Rizvi Mohammed ShehmirMaaz Shahid
The Pakistani brand we have selected is “OMORE ICECREAM”. The Company that produces it is Engro Foods Limited. COMPANY
Engro foods are among the biggest and fastest growing conglomerates in Pakistan with a vision to cater to local needs with the products conforming to global standards. Highly passionate about millions of people across the lengths and breadth of Pakistan and beyond with the ultimate brand experience, its product comprises some of the country’s biggest and best selling brands including Olpers, Omore Ice-cream, Omung Lassi, Dairy Omung and Tarang. Engro Foods Limited was officially launched as a fully owned subsidiary of Engro in 2004.Using dairy as a stepping stone to enter into the food business, the company has established state of the art processing unit in Sukkur and Sahiwal, along with the ice-cream production facility in Sahiwal. MARKETING STRATEGY FOR THE OMORE
Omore ice-cream was launched in March formally on April 6 2009 in eight cities and towns, started with 24 different formats and flavors. It is a brand that seeks to cater a wide range of consumer groups and taste palettes. Omore Ice-cream has a high quality and eye catching packaging and the packaging is colorful and beautiful which attracts children. They promote ice cream through advertising such as vehicle advertising, billboards, point of displays and television ads which are very attractive. When Omore ice-cream was introduced, for marketing, flyers were thrown in different housing communities using airplanes. They also have a slogan for joy and happiness “Art of Happiness” and have associated their brand with rituals, celebrations like basant, mela etc. they also market their products at face book, twitter etc to link their brand with customers. Omore ice-cream is available in large, small bakeries and stores. They also sell their products directly to consumers using cycles and their own personnel. MARKETING MIX OF OMORE
OMORE has differentiated and positioned its ice-cream on following dimensions:- Conformance Quality: This is done by opening channels for getting feedback i.e. through website, help lines, social media like Face book which allows customers to complain and suggest about the product.
Reliability: Omore claims to use pure ingredients, authentic flavors and best available technology which are verified by its consumers, which helps to gain reliability in Omore. 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 with a distinctive feeling about their product.
1. Froze ice pops
2. Nutty caramel cones
3. Strawberry/Mango/vanilla affairs
4. Kulfi (Desi)
5. Lick a flavor
6. Froze cups
Packaging: High quality and eye catching packaging. Packaging color ranges from red, blue, yellow, orange, green and purple. PRICE
To capture the market, market pricing strategy is based on “competition based pricing”. The price of its competitor (Walls) is more or less the same. Product line pricing comprises of:
Froze (Rs. 5-10-12-15), Range of family packs (Rs. 150-120-180), Range of individual ice-cream (Rs. 10-15-20-30). List price: price varies differently depending upon- <cups Rs. 20> <cones. Rs. 30> <ice pops. Rs. 10-30> <soft serve ice cream Rs. 10-15> <1 ltr ice cream Rs.150> <2ltr ice cream tub Rs.275>. PLACEMENT
Omore ice cream is sold directly through retailers and distributors. Omore ice cream for the time being is only available in limited cities. But now it is expanding the base. Ice-cream is transported to retailers through private transportation firms e.g. Abu dawood and PTI. The ice cream is available at small, medium sized retailers, shopping mart, medical stores and other types of...
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