Table of Contents

Page Topics
Introduction

Situational Analysis
Target Market

Brand Analysis

Omore Marketing 4Ps

SWOT analysis

Assessing Growth opportunities

Key players

Market Research
Consumer Survey
OMORÉ Ice Cream is a famous ice cream brand in Pakistan. It is manufactured by Engro
Foods Limited. As a brief introduction, Engro Foods Limited is a multipurpose manufacturing
company. It was established in 2004 and is mainly involved in the manufacturing and marketing
of various industrial and consumer products including dairy products, fruit juices, ice cream,
industry, chemicals and rice/agriculture produce.

Omore is manufactured by Engro Foods Limited which is a subsidiary of Engro Corporation

Limited. Engro Corporation's portfolio consists of seven businesses which include chemical
fertilizers, PVC resin, a bulk liquid chemical terminal, industrial automation, foods, power
generation and commodity trade.

The brand OMORÉ has been well established since 2009. OMORÉ has a fully automatic ice
cream manufacturing facility, and has a production capacity capable of producing more than 4.5
million liters of dairy ice cream a year. It is marketed in major cities of Punjab. OMORÉ Ice
Cream has initially introduced to limited cities across Pakistan such as Karachi, Islamabad,
Multan, Lahore, Sahiwal. Today, the OMORÉ brand is considered to be the favorite in its
hometown Lahore. OMORÉ Ice Cream produces a variety of flavors, including chocolate,
vanilla, mango, strawberry, orange, kulfi, caramel as well as many more. OMORÉ Ice Cream is
one of the few brands in Pakistan to manufacture pure dairy ice cream.

After almost 2 years of its launch, Karachi has finally tasted omore. Shaop fascias, round shaped
small boards,mobile icecream trolleys are very much apparent around the city

Situational Analysis
Omore Ice-cream is an established brand but its positioning in the mind of consumers is weak.
According to the survey results consumers take Omore Ice-cream as a second choice and, in
many cases, will not like to make repeat purchase. Moreover. Omore is not readily available in
all major areas and cities of Pakistan. Hence Omore also has distribution problems. Other than
the consumer sector Omore has a strong institutional buyer base.

The basic market needs are high quality, innovative tastes and easy availability .Omore will only
meet these demands with an appropriate marketing plan, execution and control.
 Target Market
The question of target market is pivotal for any organization’s success .Organizations take
special care while identifying and defining their target markets. On one and the target markets
can provide new horizons and on the other hand a wrong selection can play havoc with
company’s resources and image.

Geographic:

At the start the only market Omore served was Lahore. After the year they expanded their
business and entered in other cities as well. Omore covers Punjabs cities more strongly because
they are closer to in Lahore factory.

Demographic:

Omore has Ice cream for nearly all demographic segments .For families they have all
there flavors in family take way packs. For Teenagers they have ice-cones and as well as for kids
they have lots of variety.

Behavioral Segment:

Omore is planning to be in among one of those Ice-cream companies who are offering
diet Ice-cream for those people who have diabetes problem or are diet conscious .It is a large
untapped market segment which they are planning to serve soon.

Brand Omore

From the customer analysis, communication strategy and the telephonic conversation had with
the Zonal manager-South of Omore, we conclude with the following.

Brand Strategy:

Trends: Few trends that favour the brand strategy in Pakistan are:

 Increasing disposable income of young Pakistanis

 Increasing health consciousness of Pakistanis (Low fat ice creams)

Customer Motivations: The customer motivations that could support the growth of the
brand are,

 Flavours unique to Omore

 I want to be seen as a premium consumer

 I need variety in my life

Brand Positioning:
“Taste different flavours everyday”

The younger generation in Pakistan now seek variety in their fast paced lives. They want to try
something new every day. Positioning Omorein the minds of such consumers would be easy and
effective for the brand. We suggest to have a bridged positioning of, Omore means TREAT
Brand Personality:

Product Related Characteristics: Soft/Tender

User imagery: Fun loving youth & children
Sponsorships: Events that attract today’s generation youth & children
Age: 60 years & still YOUNG!!!!!

Brand Identity:
Core Identity: Variety in flavours, 100 percent vegetarian, Quality (Omore focuses on providing
very high quality ice creams that even a 3 months old baby can consume it without any harm).

Value Proposition:
“Where the Fun is Unending & Flavour is King”

The value proposition is strongly supported by the offerings from Baskin Robbins. Just there
needs to be an improvement in Store ambience to provide that “Fun” element.
4Ps of Marketing of Omore:
Product:
- Product Variety: A wide range of dairy ice creams and frozen desserts

- Quality: Premium ice cream rich in calcium which is fresh every time

- Design: Includes ice pop, choc bar, dairy ice cream and pop sickle.

- Features: Made from fresh milk and cream and high in nutrition

- Product Name: Frooze ice pops, Nutty/ Caramel Cones, Strawberry/Mango/Vanilla Affair,
Kulfi, Lick A Flavor, Frooze Cups

- Packaging: High quality and eye catching packaging. Packaging color ranges from red, blue,
yellow, orange and green. Packaging is colourful in order to attract children.

- Sizes: Sizes include 1ltr, 2ltr, and half litre for dairy ice cream. Choc bars & soft serve ice
cream are of different sizes as well

- Service: Satisfying the dessert needs of the

population in the best possible manner and delivering quality every time to the consumer

- Warranty: None what so ever.

- Returns: Only in the case when ice cream is expired.

Price:
List Price: Price varies for different ice creams. Depending upon

- Cups = 20rs
- Cones= 30rs
- Ice Pop: 10rs
- Soft serve ice cream= Rs 10-50
- 1Ltr ice cream Tub= Rs 150
- 2ltr ice cream Tub = Rs 275

- The price of its competitor (Walls) is more or less the same and price of liter ice creams is less
than Walls which is a great strategy
- Omore offers a 16% margin to retail traders and shop keepers which is slightly lower than
Walls, who offer a margin of 20% to shop keepers. They are new in the market and do not have
the same relationship with retailers as Walls
Place:
- Channels: Sells directly to the end user through retailers and shopkeepers. This is the trend in
Pakistan followed by many FMCGs.
- Coverage: Omore ice cream for the time being is only available in limited areas on Punjab and
not available throughout Pakistan. The company started off its operation in Punjab because it has
the largest province population wise
- Transport: Ice creams are transported to retailers and shop keepers through private
transportation firms e.g. Abu Dawood Logistics and also through a few trucks owned by the
company. This is done in order to remove transportation and vehicle costs
- Locations: Available at large/medium sized and small bakeries, grocery stores and pharmacies
in Punjab
- Sell their products directly to consumers using cycles and their own personnel. This strategy
has been in practice for many years and is being used by Walls and Hico too.

Promotion:
- Advertising: Vehicle Advertising, Outdoor billboards, Point of Sale Displays and Ads on
televisions. Advertisements are mostly colorful reminiscent to their ice cream packaging
- When Omore ice cream was initially launched they adopted a rather unique way of advertising.
Flyers were thrown in different housing communities using airplanes.
- Message: Linked ice cream with joy and happiness so their tagline/slogan is “Art of
Happiness”
- Linked with consumers and got reviews of different ice creams using various mediums social
communities e.g. Facebook and Orkut
- Linked their ice cream with other brand names like Olpers and Olwell. This promoted their
other brands as well which are also relatively new in the market
 SWOT Analysis – Engro Foods (Omore Ice cream)
Strengths Weaknesses
- Omore ice cream is a brand of Engro foods - Only available in Punjab as compared to
which is a well renowned FMCG company in Walls which is available throughout Pakistan
Pakistan
- Omore is a new brand in the ice cream market
- Engro is also a world renowned company and people in rural Punjab do not have much
working in the Fertilizer, IT and Chemicals idea if the brand exists.
business
- Most of their advertisements have stirred
- Omore ice cream is made from fresh milk and controversy e.g. their advertisement of the
cream as compared to Walls which contains fat recently launched Nutty Choc bar does not go
along with our cultural and religious values
- Total Sales of 14,900 million Rs which shows
positive response and customer satisfaction - Engro foods only have a few products in their
range as compared to Nestle and
- Engro foods do a lot of research before and
after launching their products and they did so - Although Omore have a great range of ice
with Omore. This resulted in their ice cream cream flavors they are no match for Walls who
being a huge success. have a huge range of flavors and products

- Omore have the only plant in Pakistan that -No rigorous publicity of their products as
uses Bactofuge technology to eliminate compared to Walls e.g. Walls have huge
bacteria and ensure hygiene campaigns when they launch new products

- Provide much better ice cream and that too at

a lower price than their competitors
Opportunities
- There are a lot of opportunities in the ice
cream market as there are only a few major
players like Walls and Hico
Threats
- Walls and Hico have been in the ice cream
market for a very long time. It may take some
time before people get to know the brand

- Omore can always come with new flavors - New players have entered the market like
and attract more consumers Gourmet plus private ice cream parlors
(Malees, Hotspot, Gelatto Affair) have sprung
- Omore should not limit themselves to up around Pakistan which pose a threat to
departmental stores and groceries. They can Omore
open ice cream parlors where people could
enjoy their ice cream - Ice cream is perishable item plus load
shedding and electricity problems cause
- Introduce diet ice cream in Pakistan for problems and damage the product
people who have diabetes especially elders.
- Change in government policies can lead to
- Introduce ice cream in schools and colleges increase in milk price which would also
because Pakistan has long summers and people increase the price of the ice cream.
love ice cream especially the youth.
Assessing Growth Opportunities:
There are 4 options to achieve further growth. In this I will be analyzing the different growth
options that could be used by Omore to grow in business and which will be the most beneficial
option for them.
Intensive Growth:
Omore’s first strategy should be to improve their existing business

The company should focus on making their
ice creams available in the present market.
This can only be done by extensive
advertising and by offering the same high
quality products to the customers.
One of the greatest benefits of ice cream
business is that new products can be added
with change in season. Omore can also
introduce new ice cream flavors by staying in
the current market. An example can be
introduction of diet ice cream

The same products can also be extended to
newer markets. Omore for the time being is
only offering ice cream in Punjab. In order to
grow their business they should introduce
their ice cream in the other 3 provinces as
well. This would result in the increasing
revenue as well more customer base
Omore can also launch new products if their
customers are satisfied with the quality and
loyal to the brand. An example can be that
Omore can introduce chocolates. People who
are satisfied with Omore’s current products and
quality will buy the product and this would
result in increasing sales of the company.

Diversification Growth:
Diversification growth strategy should only be applied when a firm finds a highly attractive new
industry. The parent company of Omore (Engro Foods) has also applied the diversification
strategy. It started off with packaged milk and later on moved to ice cream. The company moved
to a completely different business.
Omore could focus on making new products that have synergies with existing product lines e.g.
(Omore might start a biscuit/cone manufacturing company).
Omore could also develop new products that aren’t related to its current product line e.g. (Omore
could focus on making flavored yogurt for its current customers
Omore could also seek new opportunities that are not related to the current products and markets
e.g. (Omore could enter the business of making snacks like chips and nimco)

Why I chose these?

The main reason of choosing these two strategies was that they focus more on product building
and market development. Omore is an FMCG company and the end of the day its main focus is
to make products, retain their customers and find new markets. The other reason of choosing
these strategies was that Omore is a new brand and it has to capture the market first and make a
name for itself instead of making acquisitions.
It’s unfeasible for the company to focus on integrative growth because it is a new brand and has
yet to make a name for itself. Integrative growth should only be considered by brands that are old
in the market and now the competitors and suppliers well.
Omore can also not focus on divesting and downsizing because it is a new brand and in order to
attain leadership it has to grow rather than reducing its costs.

Key Players in the Industry

The key players in the industry are as follows:
 Wall
 Igloo
 HICO

Wall's - Global Leader

Wall’s is sold in more than 40 countries making it the most widely available ice cream
worldwide. Unilever is the global leader of ice cream manufacturing with almost 18% of the
global market share.

Wall's Pakistan

Wall’s came to Pakistan in 1995 establishing the Wall’s factory on Multan Road in Lahore. Fully
equipped with state of the art machinery, the Wall’s factory is a standard of hygiene and
technology in the region and has become synonymous with quality. In 1998 Wall’s acquired
Polka, a local ice cream manufacturer. Some of the most popular brands loved by the masses
were now linked to Wall’s; making an irresistible combination that few could refuse.

Key facts about Wall’s Pakistan:

• Wall’s is the market leader of the Pakistani Ice cream market.

• All Wall’s products are Halal and are made with Halal ingredients in a Halal compliant
manner
IGLOO
Pakistan Dairy Products, Igloo Ice Cream, is the pioneer ice cream manufacturer in Pakistan &
operating since 1974. As a nation wide premium ice cream manufacturer, our emphasis has
always been on providing consumers with quality ice cream with a vast variety that guarantees
consumer satisfaction. The Company operates from Karachi, however its distribution network
covers a vast area of Sindh and Balochistan.

HICO
Hico Ice Cream was the first ice cream company in Pakistan. It is manufactured by Pakistan
Fruit Juice Co. (Pvt.) Ltd. As a brief introduction. Pakistan Fruit Juice Co. (Pvt.) Ltd. is family-
owned concern. It was established in 1952 and is mainly involved in the manufacturing and
marketing of various industrial and consumer products including beverages, fruit juices, ice
cream, industrial gases and Rice/agriculture produce.

The brand Hico has been well established since 1958. Hico has a fully automatic ice cream
manufacturing facility, and has a production capacity capable of producing more than 4.5 million
liters of dairy ice cream a year. It is marketed in major cities of Punjab. Hico Ice Cream has
expanded to several cities across Pakistan such as Karachi, Rawalpindi, Islamabad, Multan,
Faisalabad, as well as many more. Today, the Hico brand is considered to be the most favorite in
its hometown Lahore as well as in Capital Islamabad and Rawalpindi.
Marketing Research:
Omore received an over whelming response when they introduced their ice cream in the
Pakistani market. In a few years they cemented themselves as one of the leaders in the ice cream
industry thus making Omore a household name. Omore are intending to launch ice cream for the
other cities in Pakistan but before they go ahead they want to carry out a market research of
whether people are willing to accept Omore ice cream, how successful will it be and who will it
be consumed by i.e. people..

Research Objective
“How many people are willing to take omore ice cream as a dessert as
compared to other existing ice cream?”

Research Plan
Data Sources: Primary data is to be used for this project since there isn’t any shortage of
time and resources. Omore are launching diet ice cream for the first time in Pakistan so there
isn’t secondary data available that the company can pursue. Since they are launching a new
product which hasn’t been introduced before, collection of primary data is a viable option.
Research Approaches: The following research approaches are to be used for this project:
Focus Group Research: Targeting consumers who follow a strict diet plan and abstain from
eating regular ice cream, diabetic patients who cannot eat regular ice cream due to blood
sugar.
Experimental Research: Samples of different ice creams can be produced and testing is to be
done by diabetic
Sampling Plan: patients or people who follow a strict diet. These samples of ice cream can
be kept at various stores along with personnel who could analyze consumer’s behavior and
Sampling
get feedbackUnit: Only
at the those
same people
time are totheir
regarding be selected
product who have high blood sugar and people
who follow a strict diet plan.
Since this is an edible item observation cannot be a successful option. Similarly survey
research should
Sample Size: alsoa be
Only abstained
small samplefrom since this
of people and product
that too is
at not for the
specific masses.because
locations Behavioral
this
data cannot
product be for
is not purchased as diet ice cream has never been previously launched in Pakistan.
the masses
Research
Sampling Instruments: The following
Procedure: Respondents are research instruments
to be chosen are toand
from gyms be various
used for diabetic
this project:
wards
Questionnaires: Develop a questionnaire the main purpose of which will be to
(hospitals) in various areas of Lahore because they usually follow a strict diet plan whichdetermine the
eating habits
will result in of respondents
a better and A
end result. thenon-probability
goal of each question
samplingwill be towill
method obtain the required
be used because
information. MCQs are to be
diet ice cream is not for everyone chosen for questionnaires which will be specific to abstain
from wastage of time on both ends.
Contact Methods:
Qualitative ResearchToand getTechnological
in touch with respondents by using
devices are not to be various
used formethods
this research plan as
this product is for a very small sample and these options would not be feasible
Telephonic Interview: Get contacts of the members of the Diabetic Association of Pakistan,
call them up and take 1-2 minute interview regarding their eating habits and ask that if diet
ice cream is introduced would they prefer having it over other desserts
Personal Interview: Visit people personally at gyms and diabetic patients. The process is
time consuming and costly but the feedback is generally good and people are rather curious
when a new product is to be introduced in the market
Online Interview: Since the internet is an inexpensive and a fast medium, the company can
request a survey on their website
 Collect the Information

Analyze the Information

Present the Findings

Make the Decision

Consumer Survey
We conducted a consumer survey to find out about market’s attitude towards Ice-cream in
general and Omore in particular. We distributed the questionnaire in BUITEMS and to some
school students. It was filled by about 30 people ranging in there age, gender and occupation.
Following is the response

Q1: How often do you take Ice-cream?

a. .I don’t take Ice-cream

b. .Every day
c. Once a week
d. Occasionally

Q2.I take Ice-cream because.

a. I like to eat cold in summers

b. I love the taste of Ice-cream
c. It is fun
d. It is my favorite dessert

Q3.Pick your favorite Ice-cream forms

 a. Cups
b. Water cones
c. Stick
d. Family Packs

Q4. My favorite Ice-cream flavors are.

a. Chocolate
b. Vanilla
c. Strawberry
d. Praline
e. Other________________

Q5.When you think of Ice-cream which band comes to mind?

______________________
Q6.What Ice-cream you take the most?

a. Omore
b. Walls
c. Igloo
d. Home made Ice-cream.

Q7.Which attribute is more important when you take Ice-cream? (Can select more than one option)

a. Quality and taste

b. Price

c. I take any which is available

Q8.Do you find Omore Ice-cream easily

a. I find Omore when eve I want to

b. I find in major retail stores

c. I don’t find Omore ice-cream

Q9.What Ice cream kids at your home like? (Can select more than one option)

a. Ice lolly

b. Milk Ice-cream

c. Cone Ice-cream.