Principles of Marketing

Term Project Presentation
on

Wednesday, April 13, 201

Presented To :

Mr. Naveed Ilyas

Presented By:

Abdul Khaliq – 9205 Mujtaba Sheriff - 8885 Rana Talal Zahid -11663 Muhammad Saleh – 11847 Margaret Gomes INSTITUE OF BUSINESS MANAGEMENT - IoBM 8451

ENGRO
Vision
Formerly Engro Chemical Pakistan Limited

"To be the premier Pakistani enterprise with a global reach, passionately pursuing value creation for all stakeholders. " About Engro Corp
In 2010, Engro Chemical Pakistan Limited announced a change in its name to 'Engro Corporation Limited (ECL)', as part of the Company's conversion into a single Holding, Company Structure. Engro Corp has been formed in the interest of better managing and overseeing businesses of subsidiaries and affiliates that are currently part of Engro's capital investments. A significant part of this change is the demerger and transfer of Engro’s expanding fertilizer business into a separate wholly owned Engro Fertilizers Engro Fertilizers Limited. subsidiary, named and all other Engro Companies that are currently part of Engro’s capital investments will fall under the umbrella of the new holding Company. Engro Corp will be one of Pakistan’s largest conglomerates, with diversified lines of business, fertilizer, foods, power & energy, PVC resin, chemical INSTITUE OF BUSINESS MANAGEMENT - IoBM storage & handling, industrial automation and trading.

ENGRO
From Esso Pakistan Fertilizer Limited in 1965 to Engro Corporation Limited in 2010 A journey of success! The last 45 years of Engro's presence have seen many ups and downs. The story of our success starts from Esso, and continues to the present form of Engro Corp. In 2010 they cross a major milestone in their journey on the road to corporate success, a journey during which they have transformed their selves into Pakistan's largest conglomerate. Their ambition is to become a beacon of light for Pakistan's economic growth, to show the world the possibilities offered by this nation of highly capable and innovative people. INSTITUE OF BUSINESS MANAGEMENT - IoBM

Products & Services
Our wide spectrum of products and services clearly shows the diversity in our businesses, each one designed to make life better for our customers .

ENGRO

Fertilizers Engro Fertilizers Limited (EFert)

a specific product line that focuses on balanced crop nutrition and higher yield for the farmer

Power Generation Engro Powergen Limited (EPL)
Incorporated to undertake Engro’s entry into the Energy & Power Sector

Foods Engro Foods Limited (EFL)
State of the art dairy processing INSTITUE OF BUSINESS MANAGEMENT - IoBM plants

Products & Services
Chemical Handling & Stroage Engro Vopak Terminal Limited (EVTL)
A state of the art jetty and terminal at Port Qasim, Karachi for handling and storage of LPG and bulk liquid chemicals

ENGRO

Industrial Automation Avanceon
Providing process control solutions to industrial units and management software solutions

PVC Resin Engro Polymer & Chemicals Limited (EPCL)
A synthetic resin, composed of repeating units of vinyl chloride. It is very versatile and is used in a wide variety of products
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Introduction
 Omore was launched by Engro Foods in April 6, 2009 .  Ice cream factory located at Sahiwal.  The ice cream was launched in eight cities and towns.  Started the brand with 24 different formats and flavors.

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Introduction
 Lack of cold storage facilities and proximity factory were reason for slow start.  Fully automatic ice cream manufacturing facility.  Ice cream factory’s average operating capacity is 50,000 liters per day and more than 4.5 million liters of dairy ice cream a year.
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Customer Perceived Value
 OMORE customer gets most value out of the cost they incurred with wide verities and new flavors of the product .

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Customer Perceived Value
Costumer cost includes:   •Time cost: OMORE cycle saves customer’s time of going to shop and buy ice-cream. It can easily accessible at your door step without wasting time

•Monetary cost: OMORE’s price starts with Rs. 5- Rs. 10 for individual packing and Rs 80 onwards for family packs.
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Customer Perceived Value
Costumer cost includes:   •Psychic cost: OMORE hype was already created when they initially launched in Lahore where as Karachi people were eager to get hold on the OMORE taste.

•Energy cost: OMORE is reachable by anyone anywhere so no extra energy cost incurred to get OMORE.
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Customer Perceived Value
Customer value includes:   •Image value: OMORE is all about colors, energy, fun and happiness for all age group. Their motto is to find love and happiness in every small thing. • Personnel value: OMORE carts riders are very supportive and helpful in decision making of purchase of OMORE ice cream. INSTITUE OF BUSINESS MANAGEMENT - IoBM

Customer Perceived Value
Customer value includes:   •Service value: OMORE sales people are always there to help their customers in shops, malls, and road shows etc.

• Product value: OMORE has variety of flavors in very affordable price they even introduced few new flavors which attract people to eat ice cream. INSTITUE OF BUSINESS MANAGEMENT - IoBM

Customer Perceived Value
Critical Analysis & Recommendations   OMORE customers are very satisfied with the ice-creams taste, availability and the image they carry after eating it. OMORE has invested huge on the advertisement campaigns both in Lahore and Karachi which has changed the buying behavior of ice-cream eater and has resulted into higher sales as compared to other competitors.  But still in our opinion, OMORE should remain consistent with the quality and quantity they are currently offering to customer else customer has the alternatives available.

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INDUSTRY ANALYSIS

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INDUSTRY ANALYSIS

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INDUSTRY ANALYSIS

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INDUSTRY ANALYSIS

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BUSINESS BUYER BEHAVIOR
OMORE’s Buying Behavior

High Involvement
Significant Differences among Brands Few differences between Brands Complex Buying Behaviour Dissonance reducing Buying behaviour

Low Involvement
Variety Seeking Behaviour Habitual Buying Behaviour

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BUSINESS BUYER BEHAVIOR
Buying Decision Process

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BUSINESS BUYER BEHAVIOR
 Need Recognition
 Purchase Decision

Post Purchase Behav

 Information Search
Alternate Evaluation:

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BUSINESS BUYER BEHAVIOR
Critical Analysis & Recommendations OMORE consumers do not search for extensive information and selects a brand on the basis of brand familiarity; Advertising holds a great importance to make sure customers are familiar with the brand. Reminder Advertising should be frequently done through different mediums of communications The buying behavior decision also change due to extensive information received, extensive promotional activities, and trial of the product
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BUSINESS BUYER BEHAVIOR
Critical Analysis & Recommendations  

OMORE has very strong concepts, creative visuals and catchy jingle which have pulled the consumers to buy the product. Other then this, OMORE cart is also one of the causes of the buying decision behavior as they can purchase ice-cream on their go without much hassle As consumers tend to switch products more often in this case, OMORE should also focus on shelf occupancy (freezer placement) and make sure shopkeepers doesn’t stock other brands in OMORE freezers.
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SEGMENTATION
 The ice-cream sector shows a market that has Clustered preferences that is the consumers have similar preferences.  They want ice-cream to be tasty, have variety, reasonable price and good for health.  Keeping these things in mind OMORE market has been segmented. Geographic  Region of the country: Pakistan – Major cities like Karachi, Lahore  Urban or rural: Urban
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SEGMENTATION
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, Professionals Psychographic Social class: Upper Lowers, Working Class, Middle Class, Upper-Middle class Lifestyle type: Happy-go-lucky Personality type: Trendy, Hiphop, Fun loving
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SEGMENTATION
Behavioral Occasions: Regular Occasions / Special Occasions Benefits: Quality, Quantity Availability Status: First time users, Regular user, Potential User Loyalty Status: Value of Money and Variety User: Medium Readiness stage: Interested in exploring new flavors (intend to buy) Attitude towards product: Enthusiastic, Positive and Satisfied

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TARGETING
Market segmentation reveals the OMORE market segmentation opportunities. Now company evaluate various segments and decide how many and which segment it can serve best. Selecting Target Market Segmentation: OMORE is using undifferentiated marketing in which they appeal to largest number of buyers by focusing on common needs rather then targeting to small categories.
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TARGETING
Choosing a Target Marketing Strategy Following factors are considered when choosing target marketing strategy for OMORE Company Resources: OMORE has the capacity to target the huge number of segment and can produce mass of production with common needs Degree of Product Variability: Product varies in three SKU i.e Lollies, individual pack and family pack with variety of 26 different flavors.
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TARGETING
 Product Life Cycle stage: OMORE is at the introductory phase at the life cycle phase as it was launched in 2009

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TARGETING
 Market Variability: OMORE market segment shares same interest i.e ice-cream has to be tasty, have variety, reasonable price and good for health.

 Competitor Marketing Strategy: OMORE has competitive advantage over other as when they launched their ice-cream, there were no major promotions going on for the competitive products.

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TARGETING
Five Criterions To target a market segment, it is necessary that the segment should rate favorably on the following five criterions: Measurable Substantial Accessible Differentiable Actionable

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TARGETING
Density: According to density, there are three segments, Urban, Suburban and Rural. OMORE has targeted consumers living in Urban and Suburban areas. The reason for targeting this sector is that they score favorable on the five mentioned criteria, whereas, rural segment doesn’t score high on the following criterion; •Measurable: OMORE find rural area very scattered and it is difficult for them to measure the size, and characteristics of these scattered areas. •Accessible: Due to weak infra structure in rural areas, Company should have a very INSTITUE OF BUSINESS MANAGEMENT strong distribution network to access ruralIoBM

TARGETING
Age: There are four age segments 6-11, 12-19, 20 -34, 35 + OMORE have targeted these segments and are not focusing on consumers above age 45 because it doesn’t score high on the following criteria. •Actionable: OMORE do not consider this segment as actionable because they find it hard to convince consumers above 45 yrs old to shift to ice-cream, instead of their own home made sweets that they are using since longer or prefer more meethais rather than branded ice-creams. In this age, people are also not willing to INSTITUE OF BUSINESS MANAGEMENT - IoBM

TARGETING
Family Life Cycle: There are three segments identified according to family life cycle i.e., consumers who are single, who are married and also who are married and have children or even kids. OMORE is focusing all of them as they all are found rating favorable on the five criteria of selecting market segments. Gender: OMORE is targeting to both Male/female consumers. This is also evident from their advertising campaigns which always feature a INSTITUE OF BUSINESS MANAGEMENT - IoBM young female, naughty kids and a fun

TARGETING
Income: There are three segments based on income level i.e. consumers earning 8,000-14,000, 15,000-25,000, 25,000 +.OMORE have not focused on consumers having income lower than 8000 because this segment doesn’t satisfy following criteria. •Actionable: This segment is not considered actionable as they can’t afford to buy branded ice-cream; they usually use unbranded ice-cream from stores worth Rs. 1-2. To cater this segment, OMORE will have to reduce its price which will decrease the profits; therefore BUSINESS MANAGEMENT - IoBM INSTITUE OF this segment is not

TARGETING
Usage Rate: There are three segments here, light users, medium users and heavy users. OMORE have focused on each segment by launching different packages, i.e. •Individual Packs: Single serving are introduced to focus on consumers who are light users , starting from Rs. 10-50 and is for one time use only, so that consumers who do not have to store ice-cream in large amount at a single time, they can buy this pack at much affordable price according to their use. •Regular Pack: Regular pack includes 1 liter packing focuses on medium users who want to cater the need of 4-5 people at a time without concern of flavors • Double Pack: Double pack is focused heavy users. Double pack includes 2 liters and up packs at lower price. INSTITUE OF BUSINESS MANAGEMENT - IoBM This is targeted at those consumers who use ice-cream

POSITIONING & DIFFERENTIATION
Omore Positioning

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POSITIONING & DIFFERENTIATION
OMORE has differentiated and positioned its ice-cream on following dimensions: •Features: OMORE features can be described in terms of taste by offering unique different flavors that its competitors are not offering. •Conformance Quality: OMORE have differentiated its ice-cream through conformance quality . This is done by opening channels for getting feedback i.e. through website, help lines, social media like Facebook, Twitter and blogs, which allows customers MANAGEMENT - IoBM INSTITUE OF BUSINESS to

POSITIONING & DIFFERENTIATION
• Reliability: They have been successfully satisfying the customers need for many years which allows consumers trust their products and therefore when they claim to use pure ingredients, authentic flavors and best available technology, people trust them and consider their products to be reliable. • Style: Style describes the product’s look and feel to the buyer. OMORE has considered differentiating their ice-creams through improving their packaging, or the style which will provide the customers with a distinctive feeling about their product. • Design: Design is OF BUSINESS MANAGEMENT - IoBM affect INSTITUE the totality of features that

POSITIONING & DIFFERENTIATION
Image Differentiation
Media:
 Event:

Symbol:

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POSITIONING & DIFFERENTIATION
Personnel Differentiation Competence:

Responsiveness:

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CREATING VALUE - PRODUCT
• • • • Main Brand: OMORE Ice-Cream Width: Frooze, Impulse and In homes Length: Ice Pops, Chocbars, Cups. Tubs etc Depth: Lick-A-Flavor, Chochead, Strawberrry Chunks, Praline etc. • Consistency: The product lines are consistent as they are consumer products that go through the same distribution channels and perform same functions for buyers

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Product Mix
P OD T MIX(WID ) R UC TH
F rooze
IC POP E S
Lick-A-Flavor

Im pulse
B S IC S AR T K
Chocbar Nutty Chocbar Caramel Chocbar Almond Affairs Chocolate Temptation

In hom es
TUBS
Strawberry Chunks Mango Chunks

PR UC L (L OD T INE ENGTH )

Jelicks Dasher Bubblegum Lemin Orange Lolly

B UCK TS E
Vanilla Strawberry Vanilla Blackcurrent Vanilla Chocolate

C S UP VVR M O C HOCL L S OL IE
Choc head Choc sticks Strawberry Mango Praline Chocolate Qulfa Vanilla

Qulfa Praline Caramel Toffee

F AMIL PACK Y S
Vanilla Strawberry Chocolate

F UNMIL L
Vanilla and Strawberry

C ONE S
Caramel Crunch Chocolate Crisp Vanilla with Choco-nuts Vanilla Strawberry Affairs Vanilla Mango Affairs

Mango

S MAL P K L AC S
Vanilla Mango

K F UL I

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CREATING VALUE - PRODUCT
 Product Variety:

 Quality:

 Features:

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Packaging: Labeling: Size: Service: Returns:

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Branding
• User: OMORE ice-cream is focused on youth, concentrated in urban areas, between the age group of 5-35+. OMORE ice-creams are for users who prefer variety and different flavors in their ice-cream.

Personality: OMORE personality represents the specific mix of human behaviors that is attributed to a particular brand. OMORE icecream represents fun loving, happy-go-lucky, imaginative, and full of spirit, full of colors, young, energetic and who spread happiness.
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CREATING VALUE - PRODUCT
• Attributes
 OMORE ice-cream holds an image of providing hygienic products. They do this by using clean and safe dairy products at every stage of production.  OMORE ice-cream is durable and has a good freeze life unlike other competitors.  Its products are affordable for all the classes of the society.  Other than that it’s easily available in all major cities of Pakistan (Karachi, Lahore and Islamabad).  It is made of pure dairy products unlike Walls who use artificial method of making ice-cream.

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• Brand Equity
OMORE is at the level of “satisfied & switching cost”. The customers are quite satisfied with the product but since OMORE’s major competitor Walls is also offering more or less the same product.
Devot ed to brand

Value the brand Satisfied & switching cost

Satisfied customers

No brand loyalty

OMORE has introduced different flavors which differentiate them from others but if Walls starts offering the INSTITUE OF BUSINESS MANAGEMENT - IoBM same flavors at low price,

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Critical Analysis & Recommendations

•Objective of OMORE ice-cream should be to achieve •the level of “Value the brand”. They should insure their product is better in every ways and constantly introduce new flavors to get attached with the customers needs •They should focus on maximization of customer’s product experiences.

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Critical Analysis & Recommendations

•They should try to increase value for their customers by optimize the quality and price and pricing strategy should be based on consumers` perception of value. •They should established desirable and deliverable point of difference with its competitors. •The products in the brand should be made for niche customers; for example, diabetic patients INSTITUE OF BUSINESS MANAGEMENT - IoBM etc.

CREATING VALUE - PRICE
Price List of OMOR’E

Froo
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Price List of OMOR’E

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Pricing Strategy
 Market Penetration Pricing Strategy: OMOR’E is new in the market that’s why they have set low initial price as compared to its competitors in order to penetrate in the market quickly and deeply and to attract large number of buyers quickly resulting in gaining large market share. They used this option as they believe that a higher sales volume will result in lower unit costs and higher long run profit. INSTITUE OF BUSINESS MANAGEMENT - IoBM

CREATING VALUE - PRICE
Pricing Strategy
• Product Mix Pricing Strategy: Setting a price for a product which has huge product line is difficult because the various products have related demand and cost and face different degree of competition. OMORE has set their strategy as Product Line Pricing which sets the price between various products in product line based on cost difference between the products, customer evaluation of different INSTITUE OF BUSINESS MANAGEMENT - IoBM features and competitor’s prices.

CREATING VALUE - PRICE
Pricing Strategy
• Price Adjustment Strategy: OMORE has adjusted their basic prices to account for various customer differences and changing situation by setting ‘Allowance Pricing’. Allowing pricing is the reduction from a list price for Wholesalers and Retailers. This price reduction is a reward for dealers in support of Sales program. OMORE gives 16% trade allowance to their wholesalers and dealers which are relatively low as INSTITUE OF BUSINESS MANAGEMENT - IoBM compared to competitors, who offer 20%

CREATING VALUE - PRICE
Price Changes
OMORE might face situations in future and will initiate price changes or respond to price changes by competitors. Initiating Price Changes: A major factor in increase of price will be cost inflation. Rising costs will squeeze profit margins and lead OMORE to pass cost increases on to the customers.   Another factor leading to price increases will be excess demand example religious occasions / Christmas / Easter / Ramadan. When OMORE cannot supply all its customers' needs, it can raise its prices.   Prices could be raised almost invisibly by dropping INSTITUE OF BUSINESS MANAGEMENT IoBM discounts and adding higher-priced units- to the line or

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Price Changes
Buyer reactions to Price Changes:   •Customers do not always interpret prices in a straightforward way. They may view a price cut in different ways. •Customer might believe that quality of ice-cream has been reduced. Similarly, a price increase, which would normally lower sales, may have some positive meanings for buyers. •Customer might think that the ice-cream is very "delicious" and has value for money so they are ready to buy on higher price for improved quality.
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Price Changes
Competitor reaction to Price Change: OMORE considering a price change has to worry about the reactions of its competitors as well as its customers. Competitor might think the OMORE is trying to grab a larger market share or want the whole industry to cut prices to increase total demand. Competitors do not behave alike—perhaps because of differences in size, market shares, or policies.

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CREATING VALUE - PRICE
Price Changes
OMORE Response to Price Change: OMORE should consider its own situation and strategy and possible customer reaction to price change. If the company decides to respond to price change, OMORE might make any of the four responses.   •OMORE could reduce its price to match the competitor's price. •OMORE might maintain its price but raise the perceived quality of its offer. •OMORE might improve quality and increase price. •OMORE might launch a low price fighting brand.
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CREATING VALUE - PRICE
Critical Analysis & Recommendations

•Change in price should be supported with a company communication program telling customers why prices are being increased and customers should be given advance notice so they can do forward buying or shop around. •OMORE can substitute less expensive ingredients or remove certain product features, packaging or flavors.

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CREATING VALUE - PRICE
Critical Analysis & Recommendations

•Pricing of WALLS is more or less the same but litre ice creams price are less than Walls which is a great strategy. OMORE should reduce its prices to get the maximum market share. •They should work on the trade allowances and build strong relationship with the retailers and wholesalers as they are the selling partners of the brand.

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Channels:
  OMORE has three ways of distribution. 1.Using Zero-Level channel that is through OMORE icecream cart directly to the end user. 2.Using One-Level channel consisting Retailers and Shopkeepers. 3.Using Two-Level channel consisting Wholesalers and Trade Retailers .

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Coverage
The coverage of OMORE is very low as compared to competitors because they have focused only on major urban areas of Pakistan. OMORE started its sales in 2009 with Direct Distribution Strategy to have more control in operations & provide superior service than its main competitor. After the brand established itself and got recognized, in 2010 the model shifted to a mix of both direct & indirect distributions.
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Coverage Direct distribution is primarily managed through company operated warehouses and sales fleet, while in Indirect Distribution sales are managed through appointed distributors’ warehouses & vans. Main towns of Lahore, Rawalpindi, Islamabad & Peshawar remained on direct distribution, while Multan, Faisalabad, Gujranwala & Jhelum were serviced through Indirect Distribution. In 2011, only Lahore & Rawalpindi/Islamabad will remain on direct distribution, while Karachi, Peshawar, Multan, Faisalabad, Gujranwala & Jehlum will be serviced through Indirect model.
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Transport OMORE ice-creams are transported to retailers and shop keepers through private transportation firms e.g. Abu Dawood Logistics and also through a few company owned trucks. This is done in order to reduce transportation and vehicle costs. Company also distributes their product through their own ice-cream carts which also reduce the transportation cost.

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Locations Available at large/medium sized grocery stores, departmental stores, mini-marts, petrol stations and pharmacies in Punjab and Sind. They also sell their products directly to consumers using their own carts available in all the areas of urban population. This strategy has been in practice for many years and is being used by Walls and Hico too.

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VMS (Vertical Marketing System) A Distribution channel system in which Wholesalers, retailers and Producers act as a unified system. OMORE use Vertical Marketing System in which producer, retailers and distributors acts as a unified system. OMORE is using multichannel system in Vertical Marketing System. The direct distribution is through Corporate VMS while indirect is INSTITUE OF BUSINESS MANAGEMENT - IoBM through Contractual VMS.

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 Corporate VMS: OMORE uses corporate VMS which integrates successive stages of production and distribution under single ownership i.e. OMORE has their own trucks to distribute their product in Lahore, Rawalpindi, Islamabad & Peshawar. It also includes their carts.  Contractual VMS: OMORE is also using contractual VMS in which they have a contract with Abu-Daood Distribution Company to obtain more economies of scales impact then each could achieve alone. Karachi, Multan, Faisalabad, INSTITUE OF are serviced through Gujranwala & Jehlum BUSINESS MANAGEMENT - IoBM

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Critical Analysis & Recommendations

•OMORE can make ice cream parlors chain like Dip-shop of WALLS •OMORE should work on creating new ways to place their product like ice creams in trolleys or placing their canopies in sitting areas of parks, shopping malls • and sea-view is very unique. .

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Critical Analysis & Recommendations

•OMORE should spread its distribution system all over the country especially in the small cities of Pakistan, where they have not reached yet. •Establishing warehouses in the areas which are near to their target cities. It will save their transportation cost when they send their trucks for distributing their products.

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COMMUNICATION VALUE - PROMOTION
Objective of IMC (INTEGRATED MARKETING ACTIVITIES) To communicate value by moving buyers through the following stages:

a.Awareness b.Liking c.Purchase.

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IMC (INTEGRATED MARKETING ACTIVITIES) The IMC model consists of the following six communication platforms through which companies communicate the value of their product to the consumers. Advertising Sales Promotion Events/Experiences Public Relations Personal Selling Direct Marketing
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Advertising
•OMORE is active in doing Advertising since its launch. •They believe that strong and effective advertisement is essential for product success. •They have used their punch line 'THE ART OF HAPPINESS' since the start to expose and create brand image in the mind of customer. •This will also induce a desire for buying the product as in the ads they have shown that if you want to be happy, Eat OMORE.

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Advertising
Following are the advertising vehicles OMORE has used for their promotion •Print and broadcast ads
OMORE has conveyed their message of happiness, joy, fun and pleasure through their Print and TVC. The creatives are so colorful and vibrant to support their slogan of happiness with the catchy jingle attached to it. They have broadcasted their ads on all the major TV channels, FM radios and Social media like Facebook, Twitter and Orkut and for print they have gone in all major magazines and newspaper.

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Advertising
• Packaging outer Colorful packaging with product picture with name along with nutrition indigents and contact information • Brochures and booklets Brochures and booklets were distributed outside the big famous marts at the time of launching • Posters and leaflets Product promotion posters were placed outside the stores like Ice pops, Choc stick etc. At the time of launching leaflets were showered from aircraft in different areas of cities.

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Advertising
• Billboards

OMORE was/is placed on Billboards at all the major intersection in different cities (Lahore, Karachi, Islamabad, Peshawar, Multan etc). The visual representation of product by showing the customer a slice from their own lives (something to which they can refer when they going to buy the product). They are expansive media but can reach a wide range of customer and are high in creating awareness.
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Advertising
• Point of purchase displays
OMORE placed their carts outside all the major malls/ marts and grocery stores at the time of launching to do the point of purchase display.

• Audiovisual material
Jingle and music is so strong that people recognize OMORE with it.

• Symbols and logos
OMORE has used symbols related to happiness, joy and fun. Their logo is oval in shape with pink inside and white outside
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Sales Promotion
•Sales promotion is variety of short term incentive to encourage trial or purchase of product •Contest, Game and Sweepstakes
OMORE has conducted contest and sweepstakes to attract customers and make them start liking the product. They have done it before at the time of launch in Punjab and now in Karachi for example they conducted contest for the morning shows. OMORE has launched an interactive application on its Facebook fan page which INSTITUE OF BUSINESS MANAGEMENT - IoBM allows users to participate in a weekly draw

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Sales Promotion
• Sampling
Sampling was done by OMORE at the time of launch in all the major location of cities to increase the customer awareness and also create the liking of the product.

• Entertainment
Jingle and music is so strong that people recognize OMORE with it.

• Trade-in allowance
OMORE gives 16% trade allowance to all the retailers and wholesalers
INSTITUE OF BUSINESS MANAGEMENT - IoBM

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Public Relations
•OMORE is very active in PR activities to promote and protect the company product image. •They are based on the objective of public attention through measures other then advertising and sales promotion. •They indulge in such activities to prove to the public that they are not after profits but have an interest in socioeconomic environment of the market to INSTITUE OF BUSINESS MANAGEMENT creat goodwill in the consumers mind.. - IoBM

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Public Relations
• Charitable donations
Engro Foods has also proved itself to be a socially responsible company in many ways, For example when our nation faced a major catastrophe in a form of the floods which shook the foundations of our country, Engro Foods stood firm in its commitment to the social causes, and provided financial help, food and shelter through the help of various relief organizations.

• Sponsorships
OMORE have sponsored several TV programs like Cooking shows, Morning shows and Cricket matches etc.
INSTITUE OF BUSINESS MANAGEMENT - IoBM

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Public Relations
•Publications
OMORE has done publication which reflects its vision and objectives in the short and long run. They provided information on how the OMORE ice-cream goes about its operations and how OMORE ice-cream is nutritious because it uses pure dairy products as compared to the competitors.

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Personal Selling
•Personal Selling is face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions and procuring orders. • Sales presentations OMORE is selling their products via carts. • Incentive programs OMORE has given refrigerators to its retailers for their ice-cream products. It also gives 16% trade allowance to all the retailers and wholesalers as an incentive. Incentives also include branding of Store on achievements of target sales
INSTITUE OF BUSINESS MANAGEMENT - IoBM

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Personal Selling
• Samples Sampling was done by OMORE at the time of launch in all the major location of cities to increase the customer awareness and also create the liking of the product • Fairs and trade shows OMORE conducted a beach festival to gain the attention of customer and make them aware of the products in Karachi. They also conducted Basant festival in Punjab. INSTITUE OF BUSINESS MANAGEMENT - IoBM

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Direct Marketing
•Direct Marketing is use of mail, telephone, fax, email, or internet to communicate directly with or solicit response or dialogue from specific customers and prospects

Direct marketing is not used by OMORE because the product is already easily available. Plus the fact that most people in Pakistan are unaware of purchase of products through these channels.

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Critical Analysis & Recommendations

FOR CREATING AWARENESS: On the basis of analysis for each element of Integrated Marketing Communication Program, OMORE is at the stage of creating awareness, should spend more on following techniques in advertisement: Print and broadcast ads Brochures and booklets Billboards
INSTITUE OF BUSINESS MANAGEMENT - IoBM

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Critical Analysis & Recommendations

FOR CREATING LIKENESS: Likeness is basically created through public relations, events and experiences, and personal selling. To create Likeness for their product, OMORE should consider spending more on following techniques: Entertainment Causes Samples
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Critical Analysis & Recommendations

FOR CREATING PURCHASE: OMORE is doing good to make customers purchase the product in the following ways: Packaging Sampling Festivals Incentives programs

INSTITUE OF BUSINESS MANAGEMENT - IoBM

Special Thanks to ; Mr. Naveed Ilyas Course Instructor Mr. Rehan Khaliq Assistant brand Manager – Omore Fraz Ahmed Abbasi & Mohsin Hafeez Product Sampling & Mocks

INSTITUE OF BUSINESS MANAGEMENT - IoBM

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