Marketing Management

Omore’ Ice Cream -Art of Happiness
Omore’s is a product of Olper’s and ENGRO FOODS launched on 19th March 2009. Omore’ is a French word which means Happines.

Above and below the line Advertising:
ATL (Above the line) strategy may include activities such as direct mail, public relations and sales promotion for which a fee is agreed upon and charged up front. Above the line (ATL) is an advertising technique using mass media to promote brands. This type of communication is conventional in nature and is considered impersonal to customers. The ATL strategy makes use of current traditional media: television, newspapers, magazines, radio, outdoor, and internet. Below the line (BTL) is an advertising technique which uses less conventional methods than the usual specific channels of advertising to promote products, services, etc. It typically focuses on direct means of communication, most commonly direct mail and e-mail, often using highly targeted lists of names to maximize response rates. BTL is a common technique used for touch and feel products. Those consumer items where the customer will rely on immediate information than previously researched items. BTL techniques ensures recall of the brand while at the same time highlighting the features of the product.

Target Market of Omore’
The target market that omore’ defines is from 5 years to 100 years. But as children and families usually are the ones who eat ice cream so it main target automatically becomes families and children.

University of Management and Technology


b. Brick Mango 3. Cone 120 ml – Uth 11. Kulfa tub 9. Froze chocohead 13. Vanilla tub 8.Vanilla Strawberry Affair 10. Cup 100 19. c. Froze Milky Vanilla 01 15. Froze car – vvroom 12. Froze orange lolly 17.Marketing Management Product 24 different formats and flavors of Omore’ have been introduced in the market. Strawberry tub 7. Chocolate fudge tub 6. d. Froze mini kulfi 16. Froze cup 18. The main flavors are as follows: a. Chocobar They consider froze Lick-a-flavor as there unique product. Kulfi 20. Cone 100ml . Brick Vanilla 5. Brick Chocolate 2. Chocolate Mango Strawberry Kulfa Other flavors and formats include 1. Brick strawberry 4. Froze Lick-a-flavor 14. University of Management and Technology 2 .

Lahore Faisalabad Sahiwal Gujranwala Sialkot Islamabad Rawalpindi Peshawar Within cities they are targeting A and A+ stores as there outlets. Promotion Omore’ is using above the line advertising strategy to promote its products in with collaboration of PHA Pakistan Horticulture Authority. planes.Marketing Management Place Omore’ has been launched in 8 cities across Pakistan. They focus more on the product then on rounding prices according the market trend. and hawkers who are roaming in almost every street of Lahore selling ice cream and playing Omore’s song which is tuning up everyone to sing along it. 30 vespa bikes. television. 1. 2. Its advertising campaign consists of streamers. 8. radio. They believe that there is no comparison of them in quality in dairy products and they are the best. 6. Price Omore’ has set its prices not according to there competitors but according to the quality they are providing. 7. University of Management and Technology 3 . 5. 4. ice cream models. 3.

Calippo. honey and strawberry University of Management and Technology 4 . Carte’ Dor. Omore’ omore’ omore’. Omore’ omore’ omore’. caramel. kabootar uran fly. They want to attract the customers that it is the best dairy product in ice creams.Marketing Management Positioning Pigeon. Iradon me ho mingle. Look dekho assman sky. wanna fly. In Omore’s ad they are showing that there is an egg of Olper’ and from that egg a pigeon flies out and touches the sky. Har mausam bin koi reason. Ya phr chanda le nikal. wanna fly. Omore’ is a new product and is coming from Olper’s and as a new product its sales are increasing day by day. Ompre’ omore’ omore’.…. Saray tare le kar and Strawberry 2. vanilla. Competitors: Its main competitors include • • • • Walls Hico Rocco Yummy Wall’s is an established and known brand in market having almost 70% of market share as an ice cream product so main competitor of Omore’ is Wall’s but it is not a dairy product so Omore’s other competitors come in the game. The first two lines of there song depicts that. other hun sare ya hun single. Wanna fly. Wall’s has 11 different products which are as follows: 1. They have positioned it as. Omore’ omore’ omore’. Ho khushi me sath or ghum me pas.

strawberry. We took 10 participants each from the age brackets: 1. Magnum.lemon SURVEY: We did a survey from 30 children and teenagers and concluded the following percentages for different approaches. and vanilla 11. Minimilk. almond. mint 7. 11 yrs – 15 yrs and chocolate 6. University of Management and Technology 5 . Solero. love chocolate and love disc 5. banana 7. Feast. Viennetta.vanilla coated with chocolate 4.00 7. Cornetto.strawberry.pineapple/lime/lemon/strawberry 10. 5 yrs – 10 yrs 2.00 100.00 66.00 0. caramel. 16 yrs – 20 yrs Table 1: Brand Preferences for Ice Creams What is your favorite brand of ice cream? Favorite Brand rocco 7% other 0% yummy 20% Favorite Brand yummy walls hico rocco other Total Frequency 4 17 1 2 0 24 Percentage 20. strawberry.Marketing Management 3. vanilla. classico. chocolate 8. Chunky Choc Ice.chocolate. Lemon Age.00 hico 7% yum y m walls hico rocco other walls 66% People prefer Wall’s more than any other brand of ice cream.

00 22.00 100.00 3.00 13.Marketing Management Table 2: Flavor Preferences for Ice Cream: What is your favorite flavor of ice cream? Favorite Flavor vanilla chocolate strawberry kulfa mango other Total Frequency 1 13 6 1 3 0 24 Percentage 7.00 20.00 100.00 47. University of Management and Technology 6 . Table 3: Ice Cream consumption: How oftenly do you eat ice cream? Favorite Brand yummy walls hico rocco other Total Daily Twice a week Once a fortnight Monthly Occasionally Never Total 4 17 1 2 / //// / 7 // //// // / 10 / / / 1 2 4 //// 24 Table 4: Tasted flavor of Omore’ Which flavor of Omore’ did you taste? Tasted Omore' Flavor Taste Flavor strawberry mango chocobar kulfa ice lollies other Total Frequency 3 5 9 1 0 1 19 Percentage 13.00 4.00 10.00 39.00 mango 10% kulfa 13% Favorite Flavor other vanilla 3% 7% vanilla chocolate straw berry kulfa mango chocolate other 47% strawberry 20% Most of the people like chocolate flavor when they want to have fun.00 13.00 other 4% ice lollies 9% kulfa 13% choclate bar 39% strawberry 13% mango 22% strawberry mango choclate bar kulfa ice lollies other Out of all the people who have tasted Omore’ most of them have tasted chocobar.00 9.

00 9.00 9.00 same taste 14% no 9% don't knw 0% yes no same taste don't knw Quality Comparison yes 77% Most of the people found Omore’s quality better than Wall’s.Marketing Management Omore’ comparison with Wall’s: Table 5: Omore’ v/sWall’.00 100.00 14. 500.00 0.00 0.Quality Was Omore’s quality better than Wall’s? Quality Comparison yes no same taste don't know Total Frequency 15 2 1 0 18 Percentage 77.Rs 2000 Above Rs 2000 Total Frequency 15 4 1 0 3 23 Percentage 52.00 0.Rs1000 Rs 1000.00 100.Price Do you think Omore’s pricing is _______ than Walls’? Price very high high same low very low Total Frequency 4 3 9 2 0 18 Percentage 18.00 abv 2000 31% 1 5 0 0 -2 0 0 0 0% 1 0 0 0 -1 5 0 0 3% 5 0 0 -1 0 0 0 14% M o n th ly Po ck e t M on e y blw 500 500-1 000 b lw 5 0 0 52% 1 000-1 500 1 500-2000 abv 2000 The survey was done mostly from school going kids so most of them had monthly pocket money less than Rs.00 31.00 100.00 3.00 14. Table 7: Monthly Pocket money of students How much is your monthly pocket money? Pocket Money below Rs 500 Rs 500.00 59.Rs 1500 Rs 1500. University of Management and Technology 7 .00 low 9% Price Com parison very low 0% very high 18% high 14% same 59% very high high same low very low The graph shows that most of the people think that Omore’ pricing is same as compare to Walls’ Table 6: Omore’ v/s Wall’s.00 14.

Marketing Management CONCLUSION: As Hico’s brand manager Omore’ is a threat for us. Omore’. University of Management and Technology 8 . as a new product is gaining market share and establishing itself making market competition tougher. We need to bring new products in the market of Hico to bring attract the customers and make then believe that we make the best and pure dairy ice creams.