Hello!

Brand Analysis

Presentation by

Marium Lakhani – Amal nisar – Basit Bukhari – Bisma Majeed – Bisma Saleem
Brand
overview
 Omoré is a frozen dessert brand in Pakistan which is second
biggest frozen dessert brand after Wall’s in Pakistan. It is
manufactured by  FrieslandCampina Engro Pakistan, a subsidiary of
Dutch multinational co-operative Friesland Campina.
 The brand was introduced in 2009. Omoré is also known for their
slogan, Khushi Ki Bite, which has now changed in 2021, to WOW
Bhara Bite.
 Engro Foods Limited was officially launches as a subsidiary of
Engro Corp in 2004.
 Omore is one of the Engro Food products which include: Oplers –
Owsum – Tarang – Omore – Dairy Umang – Olfrute
Competitors

Kaybees Alpine
Mcdonalds Walls Igloo
Gelato
Brand
Positioning
 Omore’s positioning is around fun and happiness.
 It aims to create happiness in life, while making every moment
enjoyable and fun filled.
 Omore is all about fun because ice-cream is the single most food
that provokes emotions.
Brand
Strategy
 To provide a quality ice-cream and more choice to consumers.

Segmentation
 Kids
 Take home
 Multiserve
Branding
 In Karachi, Omore billboards were deliberately placed above the
wall’s mango cone billboards.
 Omore billboards are placed in all strategic locations.
 Branding on retailer shops.
 Branding on Gantries
 Streamers on roads
 All communicated the single message of fun and happiness.
Atl Btl
activities
 Omore places their carts outside all the major malls / marts and
grocery stores at the time of launching to do the point of purchase
display.
 Jingle and music is so strong that people recognize Omore
immediately. Especially its first TVC jingle had Been very famous.
 Sampling was done by Omore at the time of launch in Karachi in all
major shopping malls. Frooze stick was sampled in all major mall
for just rs 10 at low price than regular price induce trial.
Recommendations
 Should create a website.
 Data base to monitor buying trends
 Add more flavors
 Could introduce diet ice-cream
 Data of major costumer shopping source eg: malls, hotels, schools
etc.
 Should be consistent with posts on social media
Thankyou.