COURSE TITLE:

STRATEGIC MARKETING
MANAGEMENT
FINAL PROJECT
PRESENTATION
11/7/16

SMM

IT IS THE COMBINED
EFFORT
OF:

SHAKIR ULLAH
ADINA KHAN
ANILA ALI
ORANGZAIB ANWAR
11/7/16

WE STUDY THE
MARKETING
STRATEGIES
OF :

INTRODUTION OF ENGRO FOODS: A

D
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A

ENGRO Stands for energy for

growth.
It was officially launched as a fully
owned
subsidiary of ENGRO
CORPORATION in 2004.
Using DAIRY as a stepping stone to
enter into the food business .
It has two manufacturing sites, one
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A
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INTRODUTION OF OMORE:

OMORE was launched on 6th April, 2009

It was first launched in major cities of Punjab i.e.
Lahore
OMORE had started with 24 different flavors including
chocolate, vanilla, mango, strawberry, orange, kulfi,
caramel and many more.
Lack of storage facilities and proximity of factory
were reason for
slow start .
It manufactures the pure dairy ice cream.
OMORE have the only plant in Pakistan that uses
Bactofuge technology to eliminate bacteria and
ensure hygiene.

MARKET ANALYSIS:

A
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MARKET DEFINITION:
Ice cream is expected to see a constant
value of
6% over the forecast period.
The growth observed in ice cream industry
due to the long summers & the
development of ice cream parlors outlets

MARKET SIZE:
Pakistan has the market size of ice cream
of:
The branded ice cream around 70 million
liters &
The unbranded sector is doubled the size of
Branded sector
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MARKET ANALYSIS:

MARKET SEGMENTATION:
As our population is divided into rural and
urban areas so their choices are different
with respect to their areas.

Broadly segmented into:

RULER AREAS:

URBAN AREAS:
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CONT:
COMPETITORS:
DIRECT COMPETITORS:

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CONT:
INDIRECT COMPETITORS:
Milk
Kulfi
Frozen yougurt

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CONT:

MARKET SHARE:
Others; 11%

OMORE; 24%

Walls; 65%

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Create Strong Brand Image

Defend Current Market
Share
Sale Growth
Customer Satisfaction
Effective Brand
Management
Plan Marketing Strategies
Effectively
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R
A
N

MARKETING SEGMENTATION:

G
Z
E
B

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CONT.

GEOGRAPHIC SEGMENTATION:

A
N
G
Z

At the start the only market OMORE served

E
was Lahore.
B
After a year they entered in other cities as
well like Karachi, Peshawar, Sahiwal, Multan
and Rawalpindi
Planned to enter more cities of Sind,
Punjab, Khyber Pakhtoon Khuwan,
Baluchistan in future.
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13

CONT.
DEMOGRAPHIC SEGMENTATION:
AGE BASIS: Age groups (i.e. 5 to 35+),
specially kids.

A
N
G
Z
E
B

INCOME BASIS: 1000 to onwards.

FAMILY SIZE: 1to 10 members in a family.
Commercials & individual packs are popular
in families as whole.
LOCATION: Most concerned to urban areas
of the country
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CONT..

A
N
G

PSYCHOGRAPHIC SEGMENTATION:
Z
SOCIAL CLASS: Upper lowers, working

E
B

class, middle class, upper- middle class.

LIFE STYLE TYPE: The life style type is

selected on the basis of the taste and health
conscious consumer (i.e. by providing dairy
products).

PERSONALITY TYPE: Those who are fun

loving, hip hop and trendy.
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CONT..
BEHAVIORAL
SEGMENTATION:
OCCASIONS_ Regular Occasions,

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B

Special occasions.

BENEFITS_ Quality, Presentation,

Taste

USAGE RATE_Light users, medium

users,
heavy users.
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POSITIONING STATEMENT:

G
Z

We offer scoops of ice cream, each

E
B
scoop
filled with happiness, joy, taste, and fun
for everyone.

POSITIONONG STRATEGY:
MORE FOR LESS Providing More

Benefits for Less Prices.

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SLOGAN:

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Z

OMORE linked ice cream with

joy and happiness so their
slogan is ART OF
HAPPINESS.

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E
B

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G
Z
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B

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PRODUCT FEATURES:
Made from fresh milk and cream
and high in nutrition.

G
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B

STYLE & DESIGN:

Available in cups, cones & sticks
etc which is easy to hold and in
attractive design.
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BRAND NAME:

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Easily vocalized
Translated to foreign language
Can be extended
Brand name OMORE is not against
the feeling of any religion.
Individual family name.
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CONT.
BRAND IMAGE:
OMORE is a brand which creates a very good
perception in the minds of the customers , by
producing a high quality ice cream it has
proved itself to be the best in the market.
BRAND EQUITY:
OMORE have the only plant in Pakistan that
uses Bactofuge technology to eliminate
bacteria and ensures hygiene which is the
power of OMORE over others.
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PACKAGING & LABELING:

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o High quality and eye catching packaging,

o Packaging color ranges from red, pink,
blue, yellow, purple, orange and green.
Packing is colorful in order to attract kids.
o Provides ingredients and nutrition
information on the packaging
o Contact information for comments and
queries.
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MARKETING STRATEGY _ AN
I
PRICE:
L
A

PRICING OBJECTIVES:
sales volume
profit
market growth

PRICING METHOD:
OMORE uses Value Pricing Method, the
company charges a fairly low price for
a high quality offering.
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CONT

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PRICING STRATEGY:
Market Penetration Pricing (A
product pricing strategy to keep in
view the prices of competitors).

LETS SEE THEIR PRODUCT

LINE PRICING:
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CONT.

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RANGE OF INDIVIDUAL ICE

CREAMS (10-15-20-30) RUPEES:
OMORE VANILLA
STRAWBERRY (Rs.30)

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OMORE UTH NUTTY CHOCOBAR

(Rs. 25)

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CONT.

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OMORE KULFA CUP_100ML (Rs.30)

OMORE FROOZE LICK FLAVOR (Rs.10),

WROOM
(Rs.20),JUMBO CHOCHEAD
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CONT.

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OMORE DESI KULFA, DESI CRUNCH

KULFA (Rs. 25)

OMORE BUZZ IN STRAWBERRY

CHEESECAKE, CHOCOLATE CRISPIES,
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CARAMEL CRUNCH (Rs. 40).

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CONT.

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RANGE OF FAMILY PACKS (150-250) RUPEES:

OMORE STRAWBERRY_900ML, OMORE

MANGO_900ML (Rs150), OMORE KULFA_800ML
(Rs.175).

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OMORE CREAMY VANILLA WITH

CHOCOLATE
FUDGE_800ML(Rs.215)

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MARKETING STRATEGY _ DISTRIBUTION:

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In first strategy include

incentives like free deep freezers,
discounts on bulk purchases and
Other is to facilitate by price
offs, which are frequently offered
by the company.
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CONT.
GEOGRAPHICAL COVERAGE:
At the start the only market OMORE
served was Lahore.
After a year they entered in other
cities as well like Karachi, Peshawar,
Sahiwal, Multan and Rawalpindi
Planned to enter more cities of Sind,
Punjab, Khyber Pakhtoon Khuwan,
Baluchistan in future.
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CONT.

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DISTRIBUTION STRATEGY:
CHANNEL: Sells directly to the end user
either through retailers and shopkeepers or
by using cycles and their own personnel.
TRANSPORT: Ice creams are transported to
retailers and shop keepers through private
transportation.
LOCATIONS: Available at large/medium
sized
and small bakeries.
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:
MARKETING STRATEGY _
PROMOTION
They use push strategy for
promoting their products
PROMOTIONAL GOALS:

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persuade the customers

remind the customers

ADVERTISING:
They use vehicle advertising,
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CONT.
Outdoor billboards (in occasions like
Eid etc).

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Point of sale Displays and

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CONT.

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In TV advertisements they mostly

use Celebrity Endorsement,
Musical, Slice of life, Mood or
image, Lifestyle of their target
customers.

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CONT.
REACH:

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Approximately 20% of the target market is

exposed to the TV advertisement during the first year
of its launch, now this percentage reduces to 15%.

FREQUENCY: At least 5-6 times it is exposed to

the message during the first year of its launch, now
this percentage reduces to 1-2 times only.

MEDIA:

OMORE selects magazines, TV channels

which are most watched by the target market specially
kids at prime time when children are watching
television after free from their activities.

THEME:
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happiness.

The theme of advertisement is fun, joy and

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CONT.
SALES PRESENTATION:
OMORE is selling their products via carts.

INCENTIVE PROGRAMS:
o OMORE has given refrigerators to its retailers
o It also gives 16% trade allowance to them
o Also renovation their Store on achievements
of target sales.

SAMPLE:
Distribute samples at the launch of OMORE.
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CONT.
FAIR & TRADE SHOWS:
They organized Beach Festival &
Basant Mela Festival when it is
newly launched.

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OMORE
LAHORE
BASANT
FESTIVAL
.

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CONT.
SALES PROMOTION:

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CONTESTS & GAMES:

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CONT..
SPONSORSHIPS:
OMORE have sponsored several TV programs
like Cooking shows and Morning shows etc.
That is Chef Gulzar made OMORE Apple Triffle
in his show Live @ 9.

PUBLICATIONS:
OMORE has done publication which reflects its
vision and objectives in the short and long run.
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CONT.
DIRECT MARKETING:
At the stage of introduction of OMORE,
it uses direct marketing to hold the
market because its competitors like
WALLS are well established in the
market since long and holds high
market shares. They uses face book
and social media for direct marketing.
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