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Principles of MarketingPrinciples of Marketing

Term Project Presentation on

Monday, April 10, 2023

INSTITUE OF BUSINESS MANAGEMENT - IoBM

Presented To : Mr. Naveed Ilyas Presented By:

Abdul Khaliq – 9205Mujtaba Sheriff - 8885Rana Talal Zahid -11663Muhammad Saleh – 11847Margaret Gomes - 8451


ENGROFormerly Engro Chemical Pakistan Limited

Vision"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 subsidiary, named Engro Fertilizers Limited.

Engro Fertilizers and all other Engro Companies that 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 storage & handling, industrial automation and trading.


ENGROFrom 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.


ENGROProducts & 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 .

FertilizersEngro Fertilizers Limited (EFert) a specific product line that focuses on balanced crop nutrition and higher yield for the farmer

FoodsEngro Foods Limited (EFL) State of the art dairy processing plants

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


ENGROProducts & Services

PVC ResinEngro 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

Chemical Handling & StroageEngro 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 AutomationAvanceonProviding process control solutions to industrial units and management software solutions


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.


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.


Customer Perceived Value

OMORE customer gets most value out of the cost they incurred with wide verities and new flavors of the product .


Customer Perceived ValueCostumer 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.


Customer Perceived ValueCostumer 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.



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.



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.



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.


INDUSTRY ANALYSIS


BUSINESS BUYER BEHAVIOR

OMORE’s Buying Behavior

Significant Differences among Brands

Few differences between Brands

Complex Buying Behaviour

Variety Seeking Behaviour

Dissonance reducing Buying behaviour

Habitual Buying Behaviour

High Involvement Low Involvement



Buying Decision Process


BUSINESS BUYER BEHAVIOR Need Recognition

Information Search

Purchase Decision

Alternate Evaluation:

Post Purchase 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


BUSINESS BUYER BEHAVIORCritical 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.


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


SEGMENTATION

DemographicAge: 6-11, 12-19, 20 – 34, 35 +Gender: Male / FemaleFamily size: 1-2, 3-4, 5+Family Life cycle: Kids, Youth, Adult, ElderIncome: 8,000-14,000, 15,000-25,000, 25,000 and aboveOccupation: Student, Housewife, Professionals

PsychographicSocial class: Upper Lowers, Working Class, Middle Class, Upper-Middle classLifestyle type: Happy-go-luckyPersonality type: Trendy, Hiphop, Fun loving


SEGMENTATION

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


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.


TARGETING

Choosing a Target Marketing StrategyFollowing 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.


TARGETING

Product Life Cycle stage: OMORE is at the introductory phase at the life cycle phase as it was launched in 2009


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.


TARGETING

Five Criterions

To target a market segment, it is necessary that the segment should rate favorably on the following five criterions:

MeasurableSubstantialAccessibleDifferentiableActionable


TARGETINGDensity: 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 strong distribution network to access rural areas and to cater them.


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 age, people are also not willing to experiment new things.


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, naughty kids and a fun loving male.


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 is not considered as profitable.


TARGETINGUsage 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. This is targeted at those consumers who use ice-cream more frequently and in large quantity.


POSITIONING & DIFFERENTIATION

Omore Positioning


POSITIONING & DIFFERENTIATIONOMORE 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 customers to complaint and suggest about the quality of the product.



• 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 the totality of features that affect how a product looks and functions in terms of customer requirements.


POSITIONING & DIFFERENTIATIONImage DifferentiationMedia:

Symbol:

Event:



Personnel Differentiation

Competence:

Responsiveness:


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



PRO

DU

CT L

INE

(LEN

GTH

) PRODUCT MIX (WIDTH)

Frooze Impulse In homes

ICE POPS BAR STICKS TUBS

Lick-A-Flavor Chocbar Strawberry Chunks

Jelicks Nutty Chocbar Mango Chunks

Dasher Caramel Chocbar

Bubblegum Almond Affairs BUCKETS Lemin Chocolate Temptation Vanilla Strawberry

Orange Lolly Vanilla Blackcurrent

CUPS Vanilla Chocolate

VVROM Strawberry Qulfa

Mango Praline

CHOC LOLLIES Praline Caramel Toffee

Choc head Chocolate

Choc sticks Qulfa FAMILY PACKS Vanilla Vanilla

FUNMILL Strawberry

Vanilla and Strawberry CONES Chocolate

Caramel Crunch Mango

Chocolate Crisp Vanilla with Choco-nuts Vanilla Strawberry Affairs SMALL PACKS Vanilla Mango Affairs Vanilla Mango KULFI

Product Mix

Quality:


Product Variety:

Features:




Packaging:

Labeling:

Size:

Service:

Returns:



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.



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.

• Attributes



• Brand Equity

No brand loyalty

Satisfied customers

Satisfied & switching cost

Value the brand

Devoted to brand

OMORE is at the level of “satisfied & switching cost”. The customers are quite satisfied with the product but since OMORE’s major competitor Walls is also offering more or less the same product.

OMORE has introduced different flavors which differentiate them from others but if Walls starts offering the same flavors at low price, customer will switch the other brand.




•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.




•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.


CREATING VALUE - PRICE

PRICING LIST

Frooze Impulse In homes Range (Rs 5 to 25) Price Range (Rs 10 to 50) Price Range (Rs 80 to 285) Price

ICE LOLLIES CHOCBAR STICKS TUBS Lick-A-Flavor 12 Chocbar 10 Strawberry Chunks 285

Jelicks 15 Nutty Chocbar 20 Mango Chunks 285

Dasher 12 Caramel Chocbar 10

Bubblegum 5 Almond Affairs 50 BUCKETS

Lemin 5 Choclate Temptation 45 Vanilla Strawberry 175

Orange Lolly 8 Vanilla Blackcurrent 175

CUPS Vanilla Choclate 175

VVROM 15 Strawberry 20 Qulfa 175

Mango 20 Praline 185

CHOC LOLLIES Praline 25 Caramel Toffee 185

Choc head 5 Chocolate 25 Vanilla Caramel 185

Choc sticks 10 Qulfa 25

Vanilla 10 FAMILY PACKS

FUNMILL Vanilla 115

Vanilla and Strawberry 25 CONES Strawberry 115

Caramel crunch 35 Choclate 130

Choclate Crisp 30 Mango 130

Vanilla with Choconuts 30

Vanilla Strawberry Affairs 25 Small Packs

Vanilla Mango Affairs 25 Vanilla 80

Mango 80

KULFI 20

Price List of OMOR’E


CREATING VALUE - PRICEPrice List of OMOR’E



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.



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 features and competitor’s prices.



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, who offer 20% trade allowance.


CREATING VALUE - PRICEPrice 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 and adding higher-priced units to the line or prices can be pushed up openly



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.



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.



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.




•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.


CREATING VALUE - PRICECritical 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.


CREATING VALUE - PLACE

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





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 .




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.




CoverageDirect 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.




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.




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.




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 through Contractual VMS.




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 are serviced through Contractual VMS.





•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..





•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.


COMMUNICATION VALUE - PROMOTION


Objective of IMC (INTEGRATED MARKETING ACTIVITIES)

To communicate value by moving buyers through the following stages:

a.Awarenessb.Likingc.Purchase.




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.

AdvertisingSales PromotionEvents/ExperiencesPublic RelationsPersonal SellingDirect Marketing




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.




AdvertisingFollowing 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.




• Packaging outerColorful packaging with product picture with name along with nutrition

indigents and contact information

• Brochures and bookletsBrochures and booklets were distributed outside the big famous marts at

the time of launching

• Posters and leafletsProduct 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.

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.

Advertising




• Point of purchase displaysOMORE 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 materialJingle and music is so strong that people recognize OMORE with it.

• Symbols and logosOMORE has used symbols related to happiness, joy and fun. Their logo is oval in shape with pink inside and white outside

• Videotapes The advertisement videotapes have been uploaded on YouTube and

Social media websites for future recall value.

Advertising




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

•Contest, Game and SweepstakesOMORE 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 allows users to participate in a weekly draw by solving a series of puzzles.




• SamplingSampling 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.

• EntertainmentJingle and music is so strong that people recognize

OMORE with it.

• Trade-in allowanceOMORE gives 16% trade allowance to all the

retailers and wholesalers

Sales 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 creat goodwill in the consumers mind..




• Charitable donationsEngro 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.

• SponsorshipsOMORE have sponsored several TV programs like Cooking shows,

Morning shows and Cricket matches etc.

Public Relations




•PublicationsOMORE 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.

Public Relations




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 presentationsOMORE is selling their products via carts.

• Incentive programsOMORE 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




Personal Selling

• SamplesSampling 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 showsOMORE 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.




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.


CREATING VALUE - PROMOTION



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 adsBrochures and bookletsBillboards





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:

EntertainmentCausesSamples





FOR CREATING PURCHASE:

OMORE is doing good to make customers purchase the product in the following ways:PackagingSamplingFestivalsIncentives programs


Special Thanks to ;

Mr. Naveed Ilyas Course Instructor

Mr. Rehan Khaliq Assistant brand Manager – Omore

Fraz Ahmed Abbasi & Mohsin HafeezProduct Sampling & Mocks

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