Ice cream name

PRESENTED TO:
PRESENTED BY: BILAL MAJEED(013)
SAQLAIN YOUNAS(014)
ADILL KHURSHEED(021)
 Omorwas launched in March and
formally launched on April 6, 2009
Lack of cold storage facilities and proximity of factory were
reason for slow start.
The ice cream was launched in eight cities and towns
The brand had started with 24 different formats and flavors.
In just a few weeks, Omorhad made sales of Rs10 million
onvolumes of 76,000 liters.
With the launch of Omore, Engrohas had its gross profit
increasefrom 6917 million rupees in 2008 to 6931 million
rupees in 2009
Marketing Segmenation
Geographic
At the start the only market Omor served was Lahore. After the
year they expanded their business and entered in other cities as well.
Omor covers Punjabis cities more strongly because they are closer
to its Sahiwal factory.
Demographic:
Omor has Ice cream for nearly all demographic segments. Take
away packs and tubs for Families, Ice-cones for teenagers and cups
and ice-pops for children. They also include all income groups as
well.
Behavioral:
Omor is planning to be in among one of those Ice-cream
companies who are offering diet Ice-cream for those people who have
diabetes problem or are diet conscious .It is a large untapped market
segment which they are planning to serve soon. In this segmentation,
they choose occasional and benefit sought segmentation.
Target Marketing

Big Guyzz Ice Cream choose Differentiated

Marketing Strategy (develop different marketing mix
for different segments)
Families
Individuals (youth and adults)
Children
Market Positioning

Omores Positioning strategy includes:

Linked ice cream with joy and happiness so their tagline/slogan is Artof Happiness.
OMOR Ice Cream is one of the few brands in Pakistan to manufacture pure dairy ice
cream. (Which is its competitive advantage)
Positioned as More for Less (providing more benefits for less prices)
Offered 24 different packs and flavors, 3 of which is not offered by anyone.
Benefits
(olpers have an image of full cream milk which helps to build image of omore as
icecreamenriched with milk)
Competitors
(Walls n many other local products still dont have such image of producing dairy ice
cream)
Vision
(omore wants to build an image of being a productfrom brand which is the biggest
achievement of a brand, whenever people think about ice cream only omorecomes on
their mind)
Vision statement- To become the largest ice cream
manufacturer and supplier in the United States and
abroad.
Mission statement- To provide quality service to our
customers thus creating an enjoyable and
memorable experience.
Several key factors must be considered as you analyze
your industry:
Geographic Area local?, regional?,
statewide?, national?, international?
Industry size, trends, outlook
Product
Buyers target customers
Regulatory Environment
Company Information identify and research
most successful businesses
Consumer Market Data

Demographics Population/household size,

median income, age, sex, race, ethnicity,
family
status, housing status, etc.
Psychographics Lifestyle information,
tastes, preferences, and buying habits
Target Audience Selection

Age: All Age Groups

Geographic: National Campaign
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
Psychographic

Social class: Upper Lowers, Working Class,

Middle Class, Upper-Middle class
Lifestyle 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: Trendy, Hip-hop, Fun loving
Rules of positioning

Basic qualities of brand positioning include:

Relevance:
Positioning of brand must focus on benefits that are important to
people or reflect character of the product.
Clarity:
Brand should be positioned in such a way that it is easy to
communicate and quick to comprehend.
Distinctiveness:
In current market situation there are a reasonably good number of
players vying for a share in the market, forcing them to compete on
the basis of price or promotion. To overcome such a situation,
company needs to offer distinctiveness in its products or services.
Coherence:
A brand should speak with one voice through all the elements of the
marketing mix.
Commitment:
Management should be committed to the position it has adopted.
Once a position is adopted, it takes commitment to see it through.
Patience:
Patience plays an important role in the success of brand as branding
is not a one-day wonder - it takes years to position a brand in
consumers' mind.
Courage:
Adopting a strong brand position requires courage as it is much
easier to defend an appeal rather than generate sales pitch
Advertising: Presentation and promotion of ideas,
goods, or services by an identified sponsor.
Examples: Print ads, radio, television, billboard,
direct mail, brochures and catalogs, signs, in-store
displays, posters, motion pictures, Web pages,
banner ads, and emails. (Always in Paid Form non
personal)
Personal selling: A process of helping and persuading
one or more prospects to purchase a good or service
or to act on any idea through the use of an oral
presentation. Examples: Sales presentations, sales
meetings, sales training and incentive programs for
intermediary salespeople, samples, and
telemarketing. Can be face-to-face or via telephone.
Sales promotion: Media and non-media marketing
communication are employed for a pre-determined,
limited time to increase consumer demand,
stimulate market demand or improve product
availability. Examples: Coupons, sweepstakes,
contests, product samples, rebates, tie-ins, self-
liquidating premiums, trade shows, trade-ins, and
exhibitions.
Public relations: Paid intimate stimulation of supply
for a product, service, or business unit by planting
significant news about it or a favorable presentation
of it in the media. Examples: Newspaper and
magazine articles/reports, TVs and radio
presentations, charitable contributions, speeches,
issue advertising, and seminars.
Direct Marketing is a channel-agnostic form of
advertising that allows businesses and nonprofits to
communicate straight to the customer, with
advertising techniques such as mobile messaging,
email, interactive consumer websites, online display
ads, fliers, catalog distribution, promotional letters,
and outdoor advertising.
Product

1.Product Variety:
A wide range of dairy ice creams and frozen desserts.
2.Augmented product:
Provides ingredients and nutrition information on the packaging and contact
information for comments and queries.
3.Quality:
Premium ice cream rich in calcium which is fresh every time and meets
hygienic and nutritious standards.
4.Product Name:
Froze ice pops, Nutty/ Caramel Cones, Strawberry/Mango/Vanilla Affair,
Kulfi, Lick A Flavor, Froze Cups
5.Packaging:
High quality and eye catching packaging. Packaging color ranges from red,
blue, yellow, orange and green. Packaging is colorful in order to attract children.
Price

Market penetration pricing (A new product pricing strategy

to keep in view the competition)
To capture the market, their pricing strategy is based
onCompetition-based Pricing , the price of its competitor
(Walls) is more or less the same.
Product line pricing classifies as: Frooze(5-10-12-15) Rupees
Range of family packs(150-120-105) Rupees Range of
individual ice creams(10-15-20-30) Rupees
List Price
: Price varies for different ice creams. Depending upon-Cups =
20rs-Cones= 30rs-Ice Pop: 10rs-Soft serve ice cream= Rs 10-
50-1Ltr ice cream Tub= Rs 150-2ltr ice cream Tub = Rs 275-
Placement

1.Channels:
Sells directly to the end user through retailers and shopkeepers. This is the
trend in Pakistan followed by many FMCGs.
2.Coverage:
Omore ice cream for the time being is only available in limited areas on
Punjab, but now it is available in many cities.
3.Transport:
Ice creams are transported to retailers and
shopkeepers through private transportation firms e.g. Abu Dawood Logistics
and also through a few trucks owned by the company. This is done in order to
remove transportation and vehicle costs.
4.Locations:
Available at large/medium sized and small bakeries, grocery stores and
pharmacies in many cities.5.Sell their products directly to consumers using
cycles and their own personnel.
Promotion

360MARKETING TECHNIQUES :BROADCAST MEDIA

Ads on televisions.
Radio ads
Internet ( social networking FACEBOOK)
PRINT MEDIA
Vehicle Advertising
Outdoor billboards
Point of Sale Displays
Advertisements are mostly colorful reminiscent to their ice
cream packaging.
When Omor ice cream was initially launched they adopted a
rather unique way of advertising. Flyers were thrown in
different housingcommunities using airplanes.
Promotion mix strategy: push strategy (trying to replace
Walls deepfreezers with omore by offering incentives to
retailers)
Omore sponsor cooking shows.
Also run Co-Branding Promotion Campaign with Shell. (Come
to shelland enjoy free omore)
Public Relations
Omore Basant Event, Lahore
Concert sea view festival in Karachi at launch