OMUNG LASSI A REPORT ON BRAND PROBLEM

Naqi Zafar (09-2655), Zahoor Ahmed (09-2621), Loveena Khan (09-2616), Govinda Kumar (09-2624) & Shanzay Waseem (09-2658)

Consumer Behavior Course

Letter of Transmittal Respected Sir, This report has been compiled as per instructions for report of the semester end project assigned to us for the Consumer Behaviour course. It outlines the parameters which defines a branding problem faced by a Local Brand and the causes identified by us through the method of a primary research. The report is based on a review of the preferences and perspectives of the consumers regarding the chosen brand and an analysis to find out the reasons behind the failure of the brand to support which a primary research was undertaken related to the consumers perspective of the brand. Sincerely, Naqi Zafar (09-2655), Shanzay Waseem (09-2658), Zahoor Ahmed (09-2621) Loveena Khan (09-2616) & Govinda Kumar (09-2624)

Executive Summary:
The following report discusses the reasons behind the failure of a well marketed, innovative yet traditional product launched by Engro Corp., i.e. Omung Lassi. Here we have analysed and discussed the factors that caused such a promising brand to fail by taking in to account the views of consumers and finding out the reasons for the failure according to a consumer perspective. A primary research was conducted using the methodology of questionnaire and convenience sampling method in order to reach out to the previously targeted market of the brand and to get an insight into the multivariate perspectives of theirs. The results clearly highlighted the well obvious factors relating the drink to traditional and more elderly audience, thus showing that it is wrongly targeted towards a younger generation and also with a wrong approach which actually differentiates from the consumer perspective about the brand.

Contents
Introduction .................................................................................................................................................. 1 About the Company .................................................................................................................................. 1 About the Product..................................................................................................................................... 1 Marketing Problem ....................................................................................................................................... 2 Problem Statement ....................................................................................................................................... 2 Consumer Analysis ........................................................................................................................................ 3 Analysis ................................................................................................................................................... 14 Methodology........................................................................................................................................... 14 Conclusion & Recommendations ................................................................................................................ 15

Introduction
About the Company
Engro Foods is among the biggest and fastest growing conglomerates in Pakistan with a vision to cater to local needs with products conforming to global standards. Highly passionate about providing millions of people across the length and breadth of Pakistan and beyond with the ultimate brand experience, our product portfolio comprises some of the country's biggest and best selling brands including Olper's, Olper's Lite, Olfrute, O'more, Omung, Omung Lassi and Tarang. But whether it is our thick, creamy all-purpose milk, scrumptious ice-cream high on nutrition content or refreshing range of fruity beverages, our approach remains largely the same as we strive to keep product innovation at the forefront of our guiding philosophy and consumer satisfaction at the heart of our operational strategy.

About the Product

Beverages are considered mandatory in Pakistani culture and it is served in many forms like tea, coffee, soft drinks and Lassi. Lassi is a traditional yogurt-based drink which originates in the Punjab region. It is made by blending yogurt with water. It is also known as salted Lassi, or, simply Lassi is a salty drink sometimes flavoured with ground roasted cumin while sweet Lassi on the other hand is blended with sugar or fruits instead of spices. With its smooth, cool and refreshing taste, it perfectly complements the hot and spicy flavours that epitomize Pakistani cuisine. It aids digestion and is a healthy addition to any balanced diet. Besides offering health benefits, Lassi is also indulgent and can be enjoyed with or between meals. Every province has different preferences in beverages; Lassi which is drunk all over the Pakistan is mostly popular in the province of Punjab. In Punjab it is the most preferred drink, and especially in villages, guests are still served with Lassi rather than carbonated drinks. On certain occasions men even challenge each other to intake large amounts of lassie. It has also been a practice in many homes to start their day with Lassi and women are renowned for making delicious Lassi. The product understudy is Engros Omung Lassi, which is available in two flavours, i.e. namkeen (salty) and meethi taskeen (Sweet)
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Marketing Problem
From the characteristics of Lassi it is easily imagined that Lassi is for everyone but the giant engro food is not realizing it. They want to be a pioneer or it is better to say they want to change the trend that Lassi is the drink for youth. The very first problem is the misinterpretation of target market they are targeting youth or we can say party lovers which is absolutely wrong because ELDERS of the family are the target market and their age starts from 45 till 60 years as they are THE LASSI LOVERS and the ones who have the decision making power and are the ones who are not in the favour of soft drink due to its injurious effect on health. Second, the way they are advertising their brand seems that it is a cheap brand; its tagline needs to be change as it annoys the educated class. No doubt the parent brand is established but a brand like Omung Lassi which is in its introduction time of product life cycle should not announce schemes like buy 1 carton and get four Omung Lassi free , it gives a perception as the brand was unable to give sales. . But the weak theory that theyve chosen to market their product with really doesnt entice the viewer to try the product. The target market of the OMANG LASSI are the elders of the family because they are the Lassi lovers as well as they are the ones who are not in the favour of soft drink due to its injurious effect on health and they will be the ones who purchase this product more, even if it was only to be consumed by children at home, since older people might still prefer to have Lassi the traditional way.

Problem Statement
The preference of Omung Lassi is lower than other beverages in Pakistans beverage industry.

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Consumer Analysis

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Gender There are77 males & 18 females respondents in this study. The females comprises of 19%, while male consists of 81%.

Male Female

77 81% 18 19%

Age

Here, they are categorized based on their ages, one percent of the sample size comprises of the people aged between 34 years to 40 & 27 to 33 accordingly. The number of respondents aged between 21 to 26 is highest; they contain 81% of the sample size. While 13% of the respondents were aged between 14 to 20 years

14-20 21-26 27-33 34-40 41-46 47+

12 13% 81 85% 1 1% 1 1% 0 0% 0 0%

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Qualification

Based on the qualification 10 percent people were of masters, 23% were graduates, 54% were of undergraduate, 10 % of intermediate & 2% of matric

Matric/O level Intermediate/A level Under Graduate Graduate Masters

.

2 2% 10 10% 52 54% 22 23% 10 10% 0 0%

PH.D

Family income

Less than 15,000 15,000-30,000 30,000-45,000 45,000-60,000

`

4 4% 12 13% 12 13% 13 14% 53 56%

Above 60,000

The persons having income less than 15000 were 4%, the ratio of people having income between the range of 15000, to 30000 & 30000; to 45000 was 13% accordingly. The respondents having income, greater than 45000 comprised 14% and the 56% had income greater than 60000.

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Where do you get information about packaged beverages?

Newspaper T.V ads Hoardings Internet Social group Other

5 5% 58 62% 5 5% 14 15% 10 11% 1 1%

The five percent answered that newspaper helped to get information, majority rated TV as the high source of knowledge regarding the ads, five percent believed that through hoardings they know about product ads, while some said they get to know from net. . One percent of the respondents said they know about the product through other means.

Is Lassi a thirst quencher for you in summer or in the mid-day?

When asked about lassie as thirst quencher 63 agreed while other dis-agreed the statement.

Yes No

63 68% 29 32%

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If you were given a glass of Lassi and a soft drink, what would you prefer to consume in day time when temperature is at its peak?

Lassi Soft drink

55 58% 40 42%

When the respondents were about asked that what they would prefer Lassi or drink 58% said they would prefer Lassi over drink.

Do you like the ad of Omung Lassi?

Yes No

26 28% 67 72%

This was the central theme of research that Omung Lassi has a problem in their ad. It lacks something that could attract customers for such a good product. And the respondents identified it by agreeing the statements that yes it do have a problem in their ad. 72 % agreed while 28% did not agree to the statement.

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In terms of following factors, is Omung Lassi able to make an impact on you? [Ad]

Strongly Disagree Disagree Neutral Agree Strongly Agree

24 27% 14 16% 32 36% 12 14% 6 7%

When asked about the specific factors as ads impact, 27% respondents admitted that it do have effect, while 16% remained in disagreement. 36% remained neutral while 14% agreed along with 7% who strongly agreed.

In terms of following factors, is Omung Lassi able to make an impact on you? [Notion]

Strongly Disagree Disagree Neutral Agree Strongly Agree

14 16% 23 27% 28 33% 17 20% 3 4%

When respondents questioned about the notion they hold about the brand, 16% strongly disagreed that they had any impact on them of the brand. 27% just disagreed. 33% remained neutral, while 20% agreed along with 4% respondents who strongly agreed.

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In terms of following factors, is Omung Lassi able to make an impact on you? [Unique in beverages] Strongly Disagree Disagree Neutral Agree Strongly Agree 14 16% 16 18% 29 33% 19 22% 10 11%

When respondents questioned about the uniqueness of the brand, 16% strongly disagreed, while 18% only disagreed that the brand is unique. 33% gave neutral responses, 22% agreed that the brand is unique, while 11% strongly agreed with the statement.

In terms of following factors, is Omung Lassi able to make an impact on you? [Packaging]

Strongly Disagree Disagree Neutral Agree Strongly Agree

15 17% 11 13% 36 42% 21 24% 3 3%

When the respondents questioned about the packaging impact of the brand, 17% strongly disagreed, 13% just disagreed with the statement about the packaging. While 42% had neutral views, and 24% agreed that that the packaging has important impact on them, while 3% strongly agreed with its packaging impact

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In terms of following factors, is Omung Lassi able to make an impact on you? [Brand name]

Strongly Disagree Disagree Neutral Agree Strongly Agree

16 19% 14 16% 23 27% 25 29% 8 9%

When respondents asked about the brand name 19% strongly disagreed with the brand name, 16% just disagreed with it, 27% had neutral views, while 29% agreed and, 9% strongly agreed with the statement that the brand name has significant impact.

In terms of following factors, is Omung Lassi able to make an impact on you? [Availability]

Strongly Disagree Disagree Neutral Agree Strongly Agree

17 19% 15 17% 27 31% 21 24% 8 9%

The one of the important factor availability of the brand, when questioned, 19% Strongly Disagreed with the impact of the brand availability 17% just Disagreed, while 31% were neutral, and 24% agreed that the availability of the brand has an impact along with 9%
Strongly agreed with the statement.

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How do you find the notion Guru hoja Shuru to be?

Attractive Unattractive Repulsive or rough Other

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36 38% 24 26% 29 31% 5 5%

One of the interesting questions was about the brands magical mantra. When asked about the notion of the brans statement 38% found it attractive, and 26% said it unattractive. And 31% rated it repulsive and 5% rated other.

Rate the following factors about Omung Lassi according to your likeness [Taste]

Strongly Disagree Disagree Neutral Agree Strongly Agree

16 17% 23 25% 29 32% 19 21% 5 5%

When question about the taste of the brand, 17% strongly disagreed, 25% just disagreed with the brands taste. 32% remained Neutral. While, 21% agreed and 5% strongly agreed with the taste of the brand.

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Rate the following factors about Omung Lassi according to your likeness [Density]

Strongly Disagree Disagree Neutral Agree Strongly Agree

14 16% 17 19% 34 38% 20 22% 4 4%

When asked about the density of the brand, 16% strongly disagreed and 19% just disagreed with density of the brand, 38% were neutral, while 22% agreed, along with 4% who strongly agreed the
extent or the degree the brand is dense.

Rate the following factors about Omung lassi according to your likeness [Blend]

Strongly Disagree Disagree Neutral Agree Strongly Agree

13 15% 13 15% 41 47% 14 16% 6 7%

The responses for the blend factor based on the likeness of the customers were as follows 15% strongly disagreed 15% just disagreed and 47% remained neutral. While 16% agreed with this factor and 7% strongly agreed with it

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If you like "Omung Lassi" then how often do you consume it?

Once a week Twice a week Thrice a week Everyday Other

26 30% 13 15% 12 14% 9 10% 28 32%

Regarding the consumption of the brand, 30% of the people are willing to consume it in a week, 15% are willing to have it twice in week, 14% agreed to drink it thrice in a week while 10% said they want it every day, and I guess these are best or loyal customers for the brand. While 10% respondents said they do not want consume it.

If you were given a chance to change Omung Lassi, what changes will you make?

Taste Quality Packaging Other

34 38% 21 24% 21 24% 13 15%

When respondents asked about the changes they would like to make with the brand 38% said they prefer to alter its taste, 24% focused on the quality aspect of the brand. 24 of the respondents said they change its packaging after all its important for a brand. And 15% had nothing to amend among given factors.

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Analysis
This research revealed the perception of the people about the brand Lassi. Majority of the respondents agreed that it is a thirst quencher. This study identified that there are people willing to prefer the Lassi more as compared to soft drink, but the company needs to change its ad to attract more customers, because more respondents agreed on the statement that they do not like the ad of the Omung Lassi. There were respondents who do not think that the Lassi is unique in beverages, so now it is the prime responsibility of the company to present its product in unique fashion. According to this analysis the statement Guru hoja Shuru is not as popular as it should be. In brief, in one question majority of the respondents answered that they would prefer to change the taste of the brand.

Methodology
The methodology used is the questionnaire method used along with convenience sampling. The Data was collected through existing and potential users of Omung Lassi, which includes both the youngsters and the elders. A sample of 100 was chosen to be appropriate for this research.

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Conclusion & Recommendations

The main advantage point of Lassi is that it is a traditional thirst quencher, thus the advantage that Engro can avail from the product is the drinks deep rooted culture relations. Along with tetra packs superior health based packaging the culture variable attached with this traditional drink has boosted up the desire for Lassi even more. The reason for such a fabulous product failure is very obvious after it has been identified that there is no problem with its taste. The reason for this product failure is the wrongly selected target market, although a traditional drink but one cannot ignore the fact that it is a seasonal drink by nature and thus those parts of the country in which the temperature is mostly at peaks are more likely to encompass this product. Thus, the things that need to be addressed by Engro corp. is to revaluate the target market that are mostly the people belonging to areas with higher temperature and are elderly in age while making

advertisements with a respect for the traditional factor involved with the drink which needs not to be exploited.

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