omore's triumph over wall's

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Live from the Branded Cities of Pakistan, this blog tracks tactics initiated by brand managers. Mr & Mrs Brand Manager's Deeds I m Open for Recruitment,RESUME click here 1 4 1 7 Share  Report Abuse  Next Blog» Create Blog  Sign In Mr & Mr s Bra nd Ma nage r' s Dee ds : Omore 's tr iumph ove r Wal... ht tp:/ /pakbr ands .blogs pot. com/ 2011 /03/ omore-triumph-over -w ... 1 of 9 10/1/11 2:56 PM

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Page 1: Omore's Triumph Over Wall's

8/4/2019 Omore's Triumph Over Wall's

http://slidepdf.com/reader/full/omores-triumph-over-walls 1/9

Live from the Branded Cities of Pakistan, this blog tracks tactics initiated by brand managers.

Mr & Mrs Brand Manager's Deeds

I m Open for Recruitment,RESUME click here

1 4 1 7

Share   Report Abuse   Next Blog» Create Blog   Sign In

Mr & Mrs Brand Manager's Deeds: Omore's triumph over Wal... http://pakbrands.blogspot.com/2011/03/omore-triumph-over-w...

1 of 9 10/1/11 2:56 PM

Page 2: Omore's Triumph Over Wall's

8/4/2019 Omore's Triumph Over Wall's

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Tuesday, March 1, 2011

Omore's triumph over Wall's ?

Finally, the girls in the brand management team of  Wall's have a menly

competition from a budding icecream brand" omore.Let's review how these

two teams are using their brand guns to shot at each other. 

PAK BRANDS : OMORE AD CAMPAIGN VS WALLS AD CAMPAIGNS 

In the

first

week

of 

Feb

(around Feb 4th 2011) Omore begins their passive campaign in Karachi.Wall's icecream fridges were pushed away from the forefront and replaced by

bright pink Omore Fridges.Thus,distribution began.And Omore fridges

became ubiquitous across Karachi.The brand name were placed adjacent to

the general stores ,and ice cream trollies could be seen roaming around the

city.

The girls at Wall's were watching covertly Omore Boys' plans unleashing. But

they did take an instant action,just for the sake of doing something, they

placed Wall's branded buntings at the top of general stores just to give a

stare at Omore boys.

Almost 1.5-2 weeks later , the girls finally fired their first branded shot

at omore by doing ATL advertising. The city was taken over by Wall'sMango Cone supplemented by a TVCs of the same. Yea , definitley a good

idea to advertise a Rs 30 Mango Cone ahead of the Mango season.This was

the first competitive move by wall's.

 

Omore billboard and Walls billboard! Tug of WAR!

 

-

I am a Fresh Graduate from a top

business school with majors in

marketing and finance with 6

Internships. Do u like my work? You

can Hire me a as your AssistantBrand Manager or Intern.Meet me

and I'll try to impress you.Share my

CV with your HR : http://goo.gl

/jsIBR or contact me:

[email protected]

View my complete profile

 Arsalan

▼  2011 (4)

▼  March (2)

Omore's triumph over Wall's ?

"Khamoshi Ka Boycott"

Downs "Uth package" &

"JAZBA...

►  April (2)

Campaign Menu

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Just a few days later , Omore boys upstaged the Wall's Mango cone

campaign by bursting their launch campaign. " Karachi ka Dil khushiyoon se

Fill " , their tagline which was placed on all billboards across the city. The

Omore boys further displayed their talent by placing miniatures of karachiland marks and card board portrayal of rides at the land encircled by various

roundabouts around the city

Do you like my work and passion ? Share my CV with your HR for a

marketing position or an internship : http://www.goo.gl/jsIBR or contact

me at [email protected]

Moreover, they also announced the launch of 

their first brand activation program through a

billboard in which they had planned a carnival.All these activites almost happened

simaltaneously.After a gap of few days

,assuming that consumers have become familiar 

to omore , a TVC announcing their brand

activation program , a carnival, comes on air.But

why was Sahir Lodhi chosen for this TVC,

perhaps , to attract masses.This 1 week event

took place 3 weeks after commencement of 

distribution and thus almost 1.5 weeks after ATL advertisng.

How can they forget digital marketing , a

facebook application designed by

"hebrandcrew" which asks users to play

puzzle has already been liked by more than

47000 people.

PAK BRANDS: OMORE AD CAMPAIGN VS WALLS AD CAMPAIGNS

Another prominent move by the omore boys which took the

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Wall's girls by surprise was the " even in karachi we are on

the top" billboard deliberately placed above the Wall's

mango cone billboards. I am sure the Girls never saw that

one coming in. But is this a message to the girls that omore

smoked Wall's in Lahore or are the Omore boys just being

over smart here. Let the Sales Tally do the talking!

 

Some more Omore launch ad campaign(OOH).

 

On March 11th, a little less than a month since Wall's last Mango

campaign was launched,they have rolled out another TVC on another 

favorite flavor " Caramel and Chocolate". This ad showed a family with two

kids while the former campaign was targeted at the youth. It's quitenoticeable that two main flavors were used by Wall's to counter Omore. Both

these campaigns are international so one thing can be assured that Wall's is

not going to be investing in any creative OOH like Omore is doing currently.

March 13th, Omore ice cream goes for content sponsoring for shows that

portray laughter,smiles and happiness, thus they have chosen these

programs for sponsorship on Geo Tv: Dolly Ki Aa Gayi Barat on , Shashlik &

Nadaniyan . The most noticeable aspect for learning : Both the Karachi

segment and Lahore segment were kept in mind while choosing these plays.

Dolly ki Barat and Shashlik are both punjabi based especially Dolly with its

language and Shashlik with its cast. Similarly, Nadaniyaan is urban and fit for 

Karachi market.

OMORE AD CAMPAIGN VS WALLS AD CAMPAIGNS 

Marach 15th , Wall's 3rd fire using its another Top brand Choc Bar  , a

TVC which shows that now choc bar comes is 20% bigger and also that

sending empty pakcs of Choc Bar will win you prizes.

Learning : Wall's competed against Omore so far using its top 3 brands ,

Corenetto, Caramel and Chocolate tubs and Choc Bar. Wall's is reminding

consumers that Walls has all their fav brands. Can omore's frooze defy this

brand war or omore is just another weak brand.

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Do you like my work and passion ? Share my CV with your HR for a

marketing position or an internship : http://www.goo.gl/jsIBR or contact

me at [email protected]

March 22 , Wall's 4th TVC, this time for masses , using a very cheap tone

to win over consumers to buy a mango ice cream tub and also giving them a

chance to win prizes be sending the branded wrapper of the ice cream.

Learning: Starting from Cornetto, two in one tub(caramel+ chocolate) , 15%

extra chocbar, and now mango ice cream with a chance to win expensive

items. One conclusion is noticeable , this streak shows that the brandmanagers have done two things : 1) trying to outclass omore by rolling our 

their biggest brands 2) putting add-ons like incentive ( theoretically called :

operant conditioning) 3) different audiences were hit , youth for cornetto ,

then choc bar people , family in case of two in one tub and now the masses

through their mango tub ad. A spread out strategy.

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PAK BRANDS: OMORE AD CAMPAIGN VS WALLS AD CAMPAIGNS 

March 23rd : Omore rolls out on TV edited footage of its brand activation

event. Seems a low quality video but focused on masses.

In the start of April, omore put another branded ad focused on making its

positioning stronger. Another streotype of classical conditioning.

 

Badami tub ad campaign :

 

On the other hand , another fire from Wall's, this time in the 2nd week of 

April , as Wall's launch of Badami tub with an attractive billboard designedas a truck is seen everywhere.

 

The new Badami tub TVC :

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PAK BRANDS : OMORE AD CAMPAIGN VS WALLS AD CAMPAIGNS 

 

May 1st , 2011 : Walls seeking to outgun Omore in sales with yet another attractive juicy campaign called Wall’s “ Fruit you can see , fruit you can

taste”. This catchy billboard looks like below :

What’s the aim of walls’ new campaign of fruit you can see , fruit you can

trust. Are they doing penetration? are they launching new juicy flavored

ice-creams? cam omore compete with this hammering?

 

New Walls ad Fruit you can see , Fruit you can taste.

 

This ends the competitive move by both giants so far. Let's learn a few things

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Posted by - at 11:15 PM

from these competitive actions taken by the brand rosters of both these

companies.

Omore did distribution first,supplemeted by insignificant

advertisng and the ice cream trolleys. They did not launch their 

campaign at the same time. Why? they were waitng for the

consumers to learn about omore and later go bursting to buy their 

mind share.

Wall's waited for a week or so before they unleased their brandshot in the form of Mango Cone.

Omore, waiting for an action from Wall's waited until wall's played

their card and as soon as they did , Omore's army launched their 

fleet of ATL advertising and brand activation.

Learning : Not aggresive approach. Each team waited for the other to take a

move.

Possible Flaws: Omore Launch TVCs's consumer profile was "

educated,higher middle class boys and girls".On the contrary , choosing

Sahir lodhi as a spokes man for the launch of brand activation program aims

at a different target market. Is this a lesson for all marketing students that in

reality it doesn't matter whom the brand is inittially targeted ad , its just thematter of time when the brand manger changes his target market. Or can you

conclude it in this way : Masses always look at us to select their brands as

we use premium brands and masses want to use premium brands, they

would be lucky if the premium brand is cheap.Thus , they first showed Omore

as a premium brand and once it was percieved by masses as premium brand

, suddenly sahir Lodhi confirms that yeh this premium brand is definitley

affordable and is just for you. Further ,

PAK BRANDS : Wall's can totally revamp its fridge to kill Omore at this

early stage.The revamping must highly attractive and engaging.

Do you like my work and passion ? Share my CV with your HR for a

marketing position or an internship : http://www.goo.gl/jsIBR or contact

me at [email protected]

5 comments:

Arsi yaar said...

an insightful blog....closely monitored!

March 9, 2011 8:41 PM

ghazal said...

I so love omore. Walls plz get out of the way. N a message to all

pakistanis for get everything or khao omore!!!!!!!!!!!!!!

May 7, 2011 10:02 AM

Anonymous said...

omore has no competition with walls, as of now they able to genereate

only 76000 litre sale and caputre only 10% market share in 8 countries

once they become national any smart ass may calculate the over all

share in comparison of walls.

August 3, 2011 10:05 AM

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Anonymous said...

please read cities not countries

August 3, 2011 10:06 AM

Anonymous said...

Omore distribution network is pathetic.... mostly fridges do not haverequired flavors....

JHR

August 12, 2011 9:02 PM

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