Group members

Faiza Hammad
Roger Dsouza Hamna Irshad

Hassan Omar

13865 12455 12086 9265

Overview of Engro Foods

Engro

Foods Limited was officially launched as a fully owned subsidiary of Engro in 2004.
is in Sahiwal.

An ice cream production facility

Top quality brands like Olpers,

Olwell, Tarang, Omore and Owsum have been successfully launched under the helm of Companys dairy products.

Vision Of Engro foods

Overview of Omore
OMOR Ice Cream is a famous ice cream brand in Pakistan. OMOR was launched in March and formally launched on April 6, 2009.

The ice cream was launched in eight cities and towns.

OMOR Ice Cream produces a variety of flavors, including chocolate, vanilla, mango, strawberry, orange, kulfi, caramel etc. OMOR Ice Cream is one of the few brands in Pakistan to manufacture pure dairy ice cream.

Overview of Ice cream category

Ice-cream is a popular dessert option and growing rapidly Consumers are become more health conscious, and prefer less fat and sugary treats Healthy conscious consumers move towards Yogurt ice creams but these brands are expensive & not easily accessible Engro can take this opportunity to launch their new brand.

ENGRO

FOODS PORTFOLIO
EXPANSION
Omgurt

2013

Product description ( omgurt)

Omores new product omgurt Which is basically a frozen yogurt ice cream with real fruit chunks

Omore Omgurt SWOT ANALYSIS

STRENGTHS
Strong Brand name. PR with Farmers Strong consumer & product research. Taste, Quality Proposition & WorldClass Quality Proposition System Omor is made from milk and cream and is a real ice-cream . Strong distribution network. Omor association with fun

WEAKNESSES A new brand

OPPORTUNITIES People are getting more health conscious .

Many frozen yogurt parlors are opening up and there is a gap that can be filled .

THREATS Indirect competitors and local competitors

Electricity Issues, leading to products getting spoilt and disposed off.

Competitive analysis

Competitive Analysis - Direct

Competitive Analysis - Indirect

Competitive Positioning Map

Market analysis Ice cream

Market share of different brands
others 30 6 24 40 unilever

engro

Market Analysis Frozen yogurt

Only for niche market

Market Research
Sample size = 78
Karachi

Market Research - Omgurt

How and when do you eat frozen yogurts?
FINDINGS: 1. Most people consume yogurt icecream as a dessert.

2. The second highest number of respondents said, they tend to eat yogurt ice-cream when in the vicinity of a store.

Market Research - Omgurt

Did you eat yogurt ice-cream in the last month?
FINDINGS: 1. This is particularly good news for the brand, because it showcases that the market is finding the value proposition attractive

Market Research - Omgurt

What is your favorite yogurt ice-cream flavor?
FINDINGS: 1. Strawberry has been, overwhelmingly, voted as the top flavor for consumers .

Market Research - Omgurt

Do you like your yogurt ice-cream with fruit chunks or

plain?
FINDINGS: 1. A surprising 35% of people have voted that they like to have yogurts without toppings.

Market Research - Omgurt

Do you believe yogurt ice-cream is healthier than ice

creams?
FINDINGS: 1. 83% people believing that yogurt ice-cream is healthier than ice creams, showcasing that the health & wellness category positioning, has been accepted by consumers.

Market Research - Omgurt

What age group of people in your family eat yogurt ice-

cream?
FINDINGS: 1. People from the ages of 25 to 34 are consuming frozen yogurts the most, followed by 35 to 54 year olds.

Market Research - Omgurt

What are the factors that matter to you the most, while

eating yogurt ice-cream?

FINDINGS: 1. Taste is most important after that is topping 3rd Place & 4th is health.

Market Research - Findings

Most respondents prefer consuming frozen yogurts as desserts.
Popularity of frozen yogurt has reached to a level, where people today

consider it as a healthy option. yogurts for consumers.

Strawberry, followed by Mango, is the most favored flavor in frozen While the majority of people like to have toppings over their cup of

frozen yogurt, theyre currently only experimenting with toppings.

25-34 is the age group that consumes frozen yogurts the most Taste and then location, are the top factors people consider while

eating frozen yogurt.

Brand launch Strategy - omgurt

Work on BrandScape, key & Marketing mix.
Brand will launch in 2013 with availability in all stores

along with Omore ice cream, BTL is hand to hand during this process. After complete availability, will run advertisement (ATL).

Brand launch Strategy - Omgurt

Quantitative objectives:
To increase market share to 20% by 2013 To achieve breakeven by 2015 To sell 1,000,000 units of Omgurt till 2013

Qualitative objective:
To establish awareness among target market of the new

ice-cream To launch in major cities of Pakistan To sell an experience to consumers in terms of flavor and health

BrandScape- Omgurt

BrandScape

1. Brand Footprint

2. Positioning
4. Brand Elements: Trigger BrandScape Response

3. Capsule
the

2006 - ISBM- Penn State

11/30/2013

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BrandScape- Omgurt footprint

Core values Personality Essence -

Spreading happiness with sweetness Happy , Young , Confident Art of happiness

BrandScape-Omgurt Positioning
Omore offers its new product Omgurt. It is a frozen

yogurt ice cream with real fruit chunks for people who want fun in life and think that happiness is not possible without being healthy.

Positioning
Big idea Art of Happiness First campaign: Omor world According to Ali Rashid Khan, brand manager of omor, ice

creams are consumed in moments of happiness or in circumstances of extreme depression, we as a brand see our value as providing treat to our customers, ice cream cannot change your life practically but it add moments of happiness, takes you to a fantasy world and gives you respite from your mundane tasks, even if it lasts for a few minutes!
Offering branded ice-cream to every pakistani

BrandScape- Omgurt capsule

House of Engro no compromise on quality

Brand Key - Omgurt

Omgurt Brand key Target market

Those who love yogurt
Primary: Secondary: Bulls eye:

18-45 male & female kids 20-32 male & female

Omgurt Brand key Competitive set

Direct frozen yogurt seller
Indirect- Ice cream & dessert

Omgurt Brand key Personality & values

Values

Spreading happiness with sweetness , harmony

Happy , Young , Confident

Personality

Omgurt Brand key Discriminator

Using Olpers milk

Healthy dessert available easily

Omgurt Brand key Own ables

Color - Bright color

Font -

Omgurt Brand key Reason to believe

Omgurt Brand key Benefits

Good, tasty way to satisfy your sweet

tooth.
Can be a source of calcium

(milk based ice cream flavors).

Makes you enjoy and feel happy.

Omgurt Brand key Consumer Insight

I love to have yummy & unique

flavor of ice cream having yogurt tooo.

Omgurt Brand key One phrase

The Real healthy treat

Marketing mix
Product Frozen yogurt ice cream Smooth Ice-cream Delicious smell Real fruit chunks Strawberry, Chocolate and Mango (flavors)

Price 35 Rs small cup (one scope) 250 Rs family pack

Marketing mix
Promotion Initially for 1 month as a promotional activity we will have stalls in malls serving one free scoop. ATL and BTL activities
Place A class stores B class stores METRO, MAKRO, NAHEEDs, AGHAs, IMTIAZ Omore can have their own omgurt parlours

 Well be supporting our targeting strategy in two ways;

Initially well be supplementing it through a new advertising

campaign focusing on the mother brand building, while highlighting the available sub-brands and their relevence with the targeted groups Proposed duration (2 months) activities, so that the target consumer can emotionally bond with the brand;

And then later support it through the following marketing

Omgurt Day OmgurtBUZZ OmgurtWorld

Proposed duration (12 months)

ADVERTISEMENT
Big idea Art of Happiness Campaign idea My Omore World We want to execute the true essence of Omor, as the mother brand through personalized, relevant and associative advertising such that it builds the sub-brands around the targeted groups, while constantly focusing on Omor being ultimate core of the campaign Ad will portray Pakistani consumers; of different ages and social classes, consuming Omor Omgurt in their everyday life Slice of life; example
kids treating themselves to Omor Omgurt after getting a good

result A low salaried person treating his children to Omor Omgurt on the salary day Teenagers having Omor Omgurt while bunking classes with friends Families having Omor Omgurt while watching movies, etc

OMGURT DAY
City by city Omor will be visiting different primary

school and celebrating Omgurt day

Omor will be involving the kids in different games

who will get free yogurt ice-creams after winning

Omor will also

provide kids with yogurt icecream scoop on a subsidized rate to generate excitement and spread happiness as per the essence of the brand

OMGURT BUZZ
Targeting the teens
Omor has particularly targeted buzz for the youth Sticking on to the same targeting position No shashka just

chaska, well create Omgurt buzz in the chosen secondary schools of the major cities by;

Inviting the teenagers to be a part of a print collage, through candid photography, which will capture the true moments of joy being shared among the teenagers This print collage will be nationally circulated, so that it creates an emotional bond and personal association with the brand omgurt

OMGURT WORLD
A small scale alternative to an ice-cream parlour
Targeting the university students Omor will be placing Omgurt huts in the leading

universities of Pakistan for a semester

Here students will be given an open space of their own,

where they can enjoy scooped Omgurt frozen ice-cream, customized as par a stated menu

These huts will create many individual Omgurt worlds,

allowing students to indulge in the whole experience alone, with friend or with a special loved one

Marketing mix
Packaging Packaging Small cup Pink ,Blue & yellow color according to three flavors 3oz paper cup size Bottom -Diameter : 40 mm ; Top -Diameter : 56 mm Height - 55 mm; Large (family pack) (Packaging size: 2 litres)

Omgurt - Distribution
Will

use the engro foods distribution channel & ensure availability within arms length of consumer. Free samples for Retailers and Omor would provide its own chillers for this purpose since this is a temperature sensitive product. Omors chillers will be provided to the shop keepers and this will automatically create its Provide incentive on higher own space in that market sales.
Give

mark-up to holding omgurt.

retailer

on

Omgurt - Communication
Communication theme: Dahi ka mazaaAb ice cream mein bhara..

Omgurt - Communication
ATL activities Television Commercial in prime time in major news, Cooking, and entertainment channels. Radio FM 87 is an English channel and FM 89 is for KLI i.e. Karachi, Lahore and Islamabad. Print media Newspapers (DAWN, JANG, THE NEWS, EXPRESS) Magazines (Jangs Sunday and Mid week magazine,Akhbar-eJahan, SHE, Food magazine, Masala) Internet

 Social Media Page such as Facebook and twitter

pages (with game apps) Banner Ads on websites Omors website Standees at some high traffic areas like at the entrance of malls Product Placement in Cooking shows and dramas. Advertisement in Cinema during Movie in breaks Sponsoring Cooking Shows Smartphone Games for Children

Omgurt - Communication
BTL activities
Standees in Major Stores and Super Markets Door to door promotions

Omors cycles
Free sampling (one scope free with the purchase of any

Omor ice cream) Product demos at super markets

OMORE FUTURE
An opportunity exists in the niche market for the

frozen desserts, where only a few competitors exists

Once the Omor brand has build an emotional

connection with the targeted consumers, and has sustained its position it can cash its premium frozen yogurt ice-cream in this market, via Omgurt ice-cream parlors its yummy flavors being the differentiating factor

Omgurt will launch more flavors and also in the diet category Omgurt will grow its market by penetrating more in the upper middle class market, by time to time promotions in order to gain more market share Omgurt going global.

Omore Omgurt A Healthy Happy Treat