Omgurt Final

8/13/2019 Omgurt Final

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Group membersFaiza Hammad 13865Roger Dsouza 12455

Hamna Irshad 12086Hassan Omar 9265


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Overview of Engro FoodsEngro Foods Limited wasofficially launched as a fullyowned subsidiary of Engro in2004.

An ice cream production facilityis in Sahiwal.

Top quality brands like Olpers ,Olwell, Tarang, Omore andOwsum have been successfullylaunched under the helm ofCompanys dairy products.


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Vision Of Engro foods


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Overview of Omore

OMOR Ice Cream is a famous icecream brand in Pakistan.

OMOR was launched in Marchand formally launched on April 6,2009.

The ice cream was launched in eightcities and towns.

OMOR Ice Cream produces a variety of flavors, includingchocolate, vanilla, mango,strawberry, orange, kulfi, carameletc. OMOR Ice Cream is one of thefew brands in Pakistan to

manufacture pure dairy ice cream.


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Overview of Ice cream category

Ice-cream is a popular dessert option andgrowing rapidly

Consumers are become more health

conscious, and prefer less fat and sugarytreats

Healthy conscious consumers movetowards Yogurt ice creams but these brandsare expensive & not easily accessible

Engro can take this opportunity to launchtheir new brand.


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ENGRO FOODS PORTFOLIOEXPANSION Omgurt

2013


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Product description ( omgurt) Omores new product omgurt Which is basically a frozen yogurt ice cream with real

fruit chunks


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STRENGTHS

Strong Brand name. PR with Farmers Strong consumer & product research. Taste, Quality Proposition & World-

Class 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 areopening up and there is a gap thatcan be filled .

THREATS Indirect competitors and local

competitors

Electricity Issues, leading toproducts getting spoilt anddisposed off.

Omore Omgurt SWOT ANALYSIS


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Competitive analysis


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Competitive Analysis - Direct


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Competitive Positioning Map


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Market Analysis Frozen yogurtOnly for niche market


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Market ResearchSample size = 78Karachi


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Market Research - OmgurtHow and when do you eat frozen yogurts?

FINDINGS:

1. Most people consume yogurt ice-cream as a dessert.

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


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Market Research - OmgurtDid you eat yogurt ice-cream in the last month?

FINDINGS:

1. This is particularly good news forthe brand, because it showcases thatthe market is finding the valueproposition attractive


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Market Research - Omgurt What is your favorite yogurt ice-cream flavor?

FINDINGS:

1. Strawberry has been,overwhelmingly, voted as the topflavor for consumers .


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Market Research - OmgurtDo you like your yogurt ice-cream with fruit chunks orplain?

FINDINGS:

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


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Market Research - OmgurtDo you believe yogurt ice-cream is healthier than icecreams?

FINDINGS:

1. 83% people believing that yogurtice-cream is healthier than icecreams, showcasing that the health& wellness category positioning, hasbeen accepted by consumers.


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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 areconsuming frozen yogurts the most,followed by 35 to 54 year olds.


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Market Research - Omgurt What are the factors that matter to you the most, whileeating yogurt ice-cream?

FINDINGS:

1. Taste is most important after that istopping 3 rd Place & 4th is health.


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Market Research - FindingsMost respondents prefer consuming frozen yogurts as desserts.Popularity of frozen yogurt has reached to a level, where people todayconsider it as a healthy option.

Strawberry, followed by Mango, is the most favored flavor in frozen yogurts for consumers.

While the majority of people like to have toppings over their cup offrozen 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 whileeating frozen yogurt.


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Brand launch Strategy - omgurt Work on BrandScape, key & Marketing mix.Brand will launch in 2013 with availability in all storesalong with Omore ice cream, BTL is hand to handduring this process. After complete availability, will run advertisement(ATL).


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Brand launch Strategy - OmgurtQuantitative objectives:To increase market share to 20% by 2013To achieve breakeven by 2015To sell 1,000,000 units of Omgurt till 2013

Qualitative objective:To establish awareness among target market of the newice-creamTo launch in major cities of PakistanTo sell an experience to consumers in terms of f lavor andhealth


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BrandScape- Omgurt


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2006 - ISBM- Penn State 11/30/2013 28

BrandScape

1. BrandFootprint 2. Positioning 3. Capsule

4. Brand Elements: Trigger theBrandScape Response


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BrandScape- Omgurt footprint Core values - Spreading happiness with sweetness Personality- Happy , Young , Confident Essence - Art of happiness


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BrandScape- Omgurt PositioningOmore offers its new product Omgurt. It is a frozenyogurt ice cream with real fruit chunks for people whowant fun in life and think that happiness is not possiblewithout being healthy.


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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 incircumstances of extreme depression, we as a brand see our valueas providing treat to our customers, ice cream cannot change

your life practically but it add moments of happiness, takes youto a fantasy world and gives you respite from your mundanetasks, even if it lasts for a few minutes!

Offering branded ice-cream to every pakistani


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BrandScape- Omgurt capsuleHouse of Engro no compromise on quality


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Brand Key- Omgurt


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Omgurt Brand key Target marketThose who love yogurt

Primary: 18-45 male & femaleSecondary: kidsBulls eye: 20-32 male & female


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Omgurt Brand key Competitive setDirect frozen yogurt sellerIndirect- Ice cream & dessert


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Omgurt Brand key Personality & values Values - Spreading happiness with

sweetness , harmony

Personality - Happy , Young , Confident


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Omgurt Brand key DiscriminatorUsing Olpers milk

Healthy dessert available easily


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Omgurt Brand key Own ablesColor - Bright color

Font -


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Omgurt Brand key Reason to believe


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Omgurt Brand key BenefitsGood, tasty way to satisfy your sweettooth.

Can be a source of calcium(milk based ice cream flavors).

Makes you enjoy and feel happy.


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Marketing mix Product

Frozen yogurt ice cream

Smooth Ice-creamDelicious smellReal fruit chunksStrawberry, Chocolate and Mango (flavors)

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


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Well be supporting our targeting strategy in two ways;

Initially well be supplementing it through a new advertisingcampaign focusing on the mother brand building, while

highlighting the available sub-brands and their relevence with thetargeted groupsProposed duration (2 months)

And then later support it through the following marketingactivities, so that the target consumer can emotionally bond withthe brand;Omgurt Day

OmgurtBUZZOmgurtWorld

Proposed duration (12 months)


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ADVERTISEMENT Big idea Art of Happiness

Campaign idea My Omore World

We want to execute the true essence of Omor, as the mother brandthrough personalized, relevant and associative advertising suchthat it builds the sub-brands around the targeted groups, whileconstantly focusing on Omor being ultimate core of the campaign

Ad will portray Pakistani consumers; of different ages and socialclasses, consuming Omor Omgurt in their everyday life

Slice of life; examplekids treating themselves to Omor Omgurt after getting a goodresult A low salaried person treating his children to Omor Omgurton the salary dayTeenagers having Omor Omgurt while bunking classes withfriendsFamilies having Omor Omgurt while watching movies, etc


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OMGURT DAY

City by city Omor will be visiting different primaryschool 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 ice-cream scoop on a subsidized rate to generateexcitement and spread happiness as per the essenceof the brand


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OMGURT BUZZ

Targeting the teens

Omor has particularly targeted buzz for the youth

Sticking on to the same targeting position No shashka justchaska , well create Omgurt buzz in the chosen secondaryschools of the major cities by;

Inviting the teenagers to be a part of a print collage , through candidphotography, which will capture the true moments of joy beingshared among the teenagers

This print collage will be nationally circulated, so that it creates anemotional bond and personal association with the brand omgurt


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OMGURT WORLD

A small scale alternative to an ice-cream parlour

Targeting the university students

Omor will be placing Omgurt huts in the leadinguniversities 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 experiencealone, with friend or with a special loved one


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Marketing mix Packaging

PackagingSmall cupPink ,Blue & yellow color according to three flavors 3oz paper cup sizeBottom -Diameter : 40 mm ;Top -Diameter : 56 mmHeight - 55 mm;Large (family pack) (Packaging size: 2 litres)


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Omgurt - Distribution Will use the engro foods distribution channel & ensureavailability within arms length of

consumer.Free samples for Retailers andOmor would provide its ownchillers for this purpose since thisis a temperature sensitiveproduct. Omors chillers will beprovided to the shop keepers andthis will automatically create itsown space in that market

Give mark-up to retailer onholding omgurt.

Provide incentive on highersales .


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ATL activities

TelevisionCommercial in prime time in major news, Cooking, andentertainment 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-e-

Jahan, SHE, Food magazine, Masala)Internet

Omgurt - Communication


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Social Media Page such as Facebook and twitterpages (with game apps)Banner Ads on websitesOmors websiteStandees at some high traffic areas like at theentrance of mallsProduct Placement in Cooking shows and dramas. Advertisement in Cinema during Movie in breaksSponsoring Cooking ShowsSmartphone Games for Children


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BTL activities

Standees in Major Stores and Super Markets

Door to door promotionsOmors cyclesFree sampling (one scope free with the purchase of anyOmor ice cream)Product demos at super markets

Omgurt - Communication


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OMORE FUTURE

An opportunity exists in the niche market for thefrozen desserts, where only a few competitorsexists

Once the Omor brand has build an emotionalconnection with the targeted consumers, and hassustained its position it can cash its premiumfrozen yogurt ice-cream in this market, viaOmgurt ice-cream parlors its yummy flavorsbeing the differentiating factor


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Omgurt will launch more flavors and

also in the diet category Omgurt will grow its market bypenetrating more in the upper middleclass market, by time to timepromotions in order to gain more

market share Omgurt going global .


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Omore Omgurt

A Healthy Happy Treat

Documents

Omgurt Final