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Omore Case Study2
Omore Case Study2
com/doc/17575104/walls
http://www.youtube.com/watch?
v=lZCEuIeayUo&feature=BF&list=PL413D43D6C79A2343&index=18
http://guppu.com/2009/04/11/engro-foods-launches-omore-marketing-review/
http://www.scribd.com/doc/46489180/Management-Report-Final
http://www.docstoc.com/docs/17446574/HICO-Ice-Cream
- Omore offers a 16% margin to retail traders and shop keepers which is slightly lower than
Walls, who offer a margin of 20% to shop keepers. They are new in the market and do not have
the same relationship with retailers as Walls
Place:
- Channels: Sells directly to the end user through retailers and shopkeepers. This is the trend in
Pakistan followed by many FMCGs.
- Coverage: Omore ice cream for the time being is only available in limited areas on Punjab and
not available throughout Pakistan. The company started off its operation in Punjab because it has
the largest province population wise
- Transport: Ice creams are transported to retailers and shop keepers 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
- Locations: Available at large/medium sized and small bakeries, grocery stores and pharmacies
in Punjab
- Sell their products directly to consumers using cycles and their own personnel. This strategy
has been in practice for many years and is being used by Walls and Hico too.
Promotion:
- Advertising: Vehicle Advertising, Outdoor billboards, Point of Sale Displays and Ads on
televisions. Advertisements are mostly colourful reminiscent to their ice cream packaging
- When Omore ice cream was initially launched they adopted a rather unique way of advertising.
Flyers were thrown in different housing communities using airplanes.
- Message: Linked ice cream with joy and happiness so their tagline/slogan is Art of
Happiness
- Linked with consumers and got reviews of different ice creams using various mediums social
communities e.g. Facebook and Orkut
- Linked their ice cream with other brand names like Olpers and Olwell. This promoted their
other brands as well which are also relatively new in the market
Threats
- Walls and Hico have been in the ice cream
market for a very long time. It may take some
time before people get to know the brand
- Omore can always come with new flavors - New players have entered the market like
and attract more consumers
Gourmet plus private ice cream parlors
(Malees, Hotspot, Gelatto Affair) have sprung
- Omore should not limit themselves to up around Pakistan which pose a threat to
departmental stores and groceries. They can Omore
open ice cream parlors where people could
enjoy their ice cream
- Ice cream is perishable item plus load
shedding and electricity problems cause
- Introduce diet ice cream in Pakistan for problems and damage the product
people who have diabetes especially elders.
- Change in government policies can lead to
- Introduce ice cream in schools and colleges increase in milk price which would also
because Pakistan has long summers and people increase the price of the ice cream.
love ice cream especially the youth.
Omore can also not focus on divesting and downsizing because it is a new brand and in order to
attain leadership it has to grow rather than reducing its costs.
Marketing Research:
Omore received an over whelming response when they introduced their ice cream in the
Pakistani market. In a few years they cemented themselves as one of the leaders in the ice
cream industry thus making Omore a household name. Omore are intending to launch
diet ice cream for the first time in Pakistan but before they go ahead they want to carry
out a market research of whether people are willing to accept diet ice cream, how
successful will it be and who will it be consumed by i.e. patients, people on diet etc.
Research Objective
How many people are willing to take diet ice cream as a dessert as compared to our existing
ice cream?
Research Plan
Data Sources: Primary data is to be used for this project since there isnt any shortage of
time and resources. Omore are launching diet ice cream for the first time in Pakistan so there
isnt secondary data available that the company can pursue. Since they are launching a new
product which hasnt been introduced before, collection of primary data is a viable option.
Research Approaches: The following research approaches are to be used for this project:
Focus Group Research: Targeting consumers who follow a strict diet plan and abstain from
eating regular ice cream, diabetic patients who cannot eat regular ice cream due to blood
sugar.
Experimental Research: Samples of different ice creams can be produced and testing is to be
done by diabetic patients or people who follow a strict diet. These samples of ice cream can
be
kept at various
Sampling
Plan: stores along with personnel who could analyze consumers behavior and
get feedback at the same time regarding their product
Sampling Unit: Only those people are to be selected who have high blood sugar and people
Since
this isa strict
an edible
item observation cannot be a successful option. Similarly survey
who follow
diet plan.
research should also be abstained from since this product is not for the masses. Behavioral
Sample Size: Only a small sample of people and that too at specific locations because this
data cannot be purchased as diet ice cream has never been previously launched in Pakistan.
product is not for the masses
Research Instruments: The following research instruments are to be used for this project:
Sampling Procedure: Respondents are to be chosen from gyms and various diabetic wards
Questionnaires:
Develop
a questionnaire
the main
purpose
of follow
which will
be to
determine
the
(hospitals) in various
areas
of Lahore because
they
usually
a strict
diet
plan which
eating
habits
respondents
and A
thenon-probability
goal of each question
be towill
obtain
the required
will result
in of
a better
end result.
samplingwill
method
be used
because
information.
are everyone
to be chosen for questionnaires which will be specific to abstain
diet ice creamMCQs
is not for
from
wastage
of timeToonget
both
ends. with respondents by using various methods
Contact
Methods:
in touch
Qualitative
are of
notthe
to Diabetic
be used for
this research
plan as
Telephonic Research
Interview:and
GetTechnological
contacts of thedevices
members
Association
of Pakistan,
this
for take
a very
sample
and these
optionstheir
would
not habits
be feasible
call product
them upisand
1-2small
minute
interview
regarding
eating
and ask that if diet
ice cream is introduced would they prefer having it over other desserts
Personal Interview: Visit people personally at gyms and diabetic patients. The process is
time consuming and costly but the feedback is generally good and people are rather curious
when a new product is to be introduced in the market
Online Interview: Since the internet is an inexpensive and a fast medium, the company can
request a survey on their website