1/9/2015 1SMM

COURSE TITLE:

STRATEGIC MARKETING MANAGEMENTFINAL PROJECT PRESENTATIONDATED: Dec 28, 2014

1/9/2015 2

WE STUDY THE MARKETING STRATEGIES

OF :

• ENGRO Stands for “energy for growth”.

• It was officially launched as a fully owned

subsidiary of ENGRO CORPORATION in 2004.

• Using DAIRY as a stepping stone to enter into the food business .

• It has two manufacturing sites, one in Sukkur and the other in Sahiwal .

• The ice cream factory’s average operating capacity is more than 4.5 million per day.

INTRODUTION OF ENGRO FOODS:

4

ADINA

INTRODUTION OF OMORE:

•OMORE was launched on 6th April, 2009

• It was first launched in major cities of Punjab i.e. Lahore

• OMORE had started with 24 different flavors including chocolate, vanilla, mango, strawberry, orange, kulfi, caramel and many more.

• Lack of storage facilities and proximity of factory were reason for slow start .

• It manufactures the pure dairy ice cream.

• OMORE have the only plant in Pakistan that uses Bactofugetechnology to eliminate bacteria and ensure hygiene.

ADINA

MARKET DEFINITION:• Ice cream is expected to see a constant value of

6% over the forecast period.

• The growth observed in ice cream industry due to the long summers & the development of ice cream parlors outlets

MARKET SIZE:

Pakistan has the market size of ice cream of: • The branded ice cream around 70 million liters &

•The unbranded sector is doubled the size of Branded sector

MARKET ANALYSIS:

1/9/2015 6

ADINA

MARKET SEGMENTATION:As our population is divided into rural and urban areas so their choices are different with respect to their areas.

Broadly segmented into:• RULER AREAS:

• URBAN AREAS:1/9/2015 7

ADINA

COMPETITORS:

DIRECT COMPETITORS:

CONT:

1/9/2015 8

ADINA

INDIRECT COMPETITORS:

• Milk

• Kulfi

• Frozen yougurt

CONT:

1/9/2015 9

ADINA

• MARKET SHARE:CONT:

OMORE24%

Walls65%

Others11%

1/9/2015 10

ADINA

• Create Strong Brand Image

• Defend Current Market Share

• Sale Growth

• Customer Satisfaction

• Effective Brand Management

• Plan Marketing Strategies Effectively

1/9/2015 11

ADINA

• MARKETING SEGMENTATION:

1/9/2015 12

ORANGZEB

CONT…….

1/9/2015 13

GEOGRAPHIC SEGMENTATION:• At the start the only market OMORE served was Lahore.

• After a year they entered in other cities as well like Karachi, Peshawar, Sahiwal, Multan and Rawalpindi

• Planned to enter more cities of Sind, Punjab, Khyber PakhtoonKhuwan, Baluchistan in future.

ORANGZEB

CONT….

DEMOGRAPHIC SEGMENTATION:

• AGE BASIS: Age groups (i.e. 5 to 35+), specially kids.

• INCOME BASIS: 1000 to onwards.

• FAMILY SIZE: 1to 10 members in a family.

Commercials & individual packs are popular in families as whole.

• LOCATION: Most concerned to urban areas of the country

1/9/2015 14

ORANGZEB

CONT…..

PSYCHOGRAPHIC SEGMENTATION:

• SOCIAL CLASS: Upper lowers, working

class, middle class, upper- middle class.

• LIFE STYLE TYPE: The life style type is

selected on the basis of the taste and health conscious consumer (i.e. by providing dairy products).

• PERSONALITY TYPE: Those who are fun loving, hip hop and trendy. 1/9/2015 15

ORANGZEB

CONT…..

BEHAVIORAL SEGMENTATION:• OCCASIONS_ Regular Occasions, Special occasions.

• BENEFITS_ Quality, Presentation, Taste

• USAGE RATE_Light users, medium users,

heavy users.

1/9/2015 16

ORANGZEB

• POSITIONING STATEMENT: “We offer scoops of ice cream, each scoop

filled with happiness, joy, taste, and fun

for everyone”.

•POSITIONONG STRATEGY:“MORE FOR LESS “ Providing More Benefits for Less Prices.

1/9/2015 17

ORANGZEB

SLOGAN:

OMORE linked ice cream with joy and happiness so their slogan is “ART OF HAPPINESS”.

1/9/2015 18

ORANGZEB

1/9/2015 19

ORANGZEB

• PRODUCT FEATURES:Made from fresh milk and cream and high in nutrition.

• STYLE & DESIGN:Available in cups, cones & sticks etc which is easy to hold and in attractive design.

1/9/2015 20

ORANGZEB

1/9/2015 21

ANILA

1/9/2015 22

BRAND NAME:• Easily vocalized

• Translated to foreign language

• Can be extended

• Brand name OMORE is not against

the feeling of any religion.

• Individual family name.

ANILA

CONT….• BRAND IMAGE:

OMORE is a brand which creates a very good perception in the minds of the customers , by producing a high quality ice cream it has proved itself to be the best in the market.

• BRAND EQUITY:

OMORE have the only plant in Pakistan that uses Bactofugetechnology to eliminate bacteria and ensures hygiene which is the power of OMORE over others.

1/9/2015 23

ANILA

PACKAGING & LABELING:

o High quality and eye catching packaging,

o Packaging color ranges from red, pink, blue, yellow, purple, orange and green. Packing is colorful in order to attract kids.

o Provides ingredients and nutrition information on the packaging

o Contact information for comments and queries.

1/9/2015 24

ANILA

1/9/2015 25

ANILA

MARKETING STRATEGY _ PRICE:

PRICING OBJECTIVES:• sales volume

• profit

• market growth

PRICING METHOD:OMORE uses Value Pricing Method, the company charges a fairly low price for a high quality offering.

1/9/2015 26

ANILA

CONT……

• PRICING STRATEGY:

Market Penetration Pricing (A product pricing strategy to keep in view the prices of competitors).

LETS SEE THEIR PRODUCT LINE PRICING:

1/9/2015 27

ANILA

CONT….

• RANGE OF INDIVIDUAL ICE CREAMS (10-15-20-30) RUPEES:

1/9/2015 28

OMORE VANILLA STRAWBERRY (Rs.30)

OMORE UTH NUTTY CHOCOBAR (Rs. 25)

ANILA

CONT….

1/9/2015 29

OMORE KULFA CUP_100ML (Rs.30)

OMORE FROOZE LICK FLAVOR (Rs.10), WROOM (Rs.20),JUMBO CHOCHEAD (Rs.10).

ANILA

CONT….

1/9/2015 30

OMORE DESI KULFA, DESI CRUNCH KULFA (Rs. 25)

OMORE BUZZ IN STRAWBERRY CHEESECAKE, CHOCOLATE CRISPIES, CARAMEL CRUNCH (Rs. 40).

ANILA

RANGE OF FAMILY PACKS (150-250) RUPEES:

1/9/2015 31

OMORE STRAWBERRY_900ML, OMORE MANGO_900ML (Rs150), OMOREKULFA_800ML (Rs.175).

OMORE CREAMY VANILLA WITH CHOCOLATE FUDGE_800ML(Rs.215)

CONT….ANILA

MARKETING STRATEGY _ DISTRIBUTION:

• In first strategy include incentives like free deep freezers, discounts on bulk purchases and

• Other is to facilitate by price offs, which are frequently offered by the company.

1/9/2015 32

SHAKIR

CONT….

GEOGRAPHICAL COVERAGE:

•At the start the only market OMORE served was Lahore.

• After a year they entered in other cities as well like Karachi, Peshawar, Sahiwal, Multan and Rawalpindi

• Planned to enter more cities of Sind, Punjab, Khyber PakhtoonKhuwan, Baluchistan in future.

1/9/2015 33

SHAKIR

CONT….

DISTRIBUTION STRATEGY:

• CHANNEL: Sells directly to the end user either through retailers and shopkeepers or by using cycles and their own personnel.

• TRANSPORT: Ice creams are transported to retailers and shop keepers through private transportation.

• LOCATIONS: Available at large/medium sized

and small bakeries.

1/9/2015 34

SHAKIR

:

MARKETING STRATEGY _ PROMOTION

They use push strategy for promoting their products

• PROMOTIONAL GOALS:

persuade the customers

remind the customers

• ADVERTISING:

They use vehicle advertising, 1/9/2015 35

SHAKIR

CONT….

• Outdoor billboards (in occasions like Eid etc).

1/9/2015 36

•Point of sale Displays and

SHAKIR

CONT….

1/9/2015 37

In TV advertisements they mostly use Celebrity Endorsement, Musical, Slice of life, Mood or image, Lifestyle of their target customers.

SHAKIR

CONT….

• REACH: Approximately 20% of the target market is exposed to the TV

advertisement during the first year of its launch, now this percentage reduces to 15%.

• FREQUENCY: At least 5-6 times it is exposed to the message during the first year of its launch, now this percentage reduces to 1-2 times only.

• MEDIA: OMORE selects magazines, TV channels which are most watched

by the target market specially kids at prime time when children are watching television after free from their activities.

• THEME: The theme of advertisement is fun, joy and happiness. 1/9/2015 38

SHAKIR

CONT….

• SALES PRESENTATION: OMORE is selling their products via carts.

INCENTIVE PROGRAMS:o OMORE has given refrigerators to its retailers o It also gives 16% trade allowance to themo Also renovation their Store on achievements

of target sales.

SAMPLE:Distribute samples at the launch of OMORE.

1/9/2015 39

SHAKIR

CONT….

• FAIR & TRADE SHOWS:

They organized Beach Festival &

Basant Mela Festival when it is

newly launched.

1/9/2015 40

SHAKIR

OMOR

ELA

HO

RE

BASA

NT

FEST

IVAL

.

1/9/2015 41

CONT….

• SALES PROMOTION:CONTESTS & GAMES:

1/9/2015 42

SHAKIR

CONT…..

•SPONSORSHIPS:OMORE have sponsored several TV programs like Cooking shows and Morning shows etc. That is Chef Gulzar made OMORE Apple Triffle in his show Live @ 9.

• PUBLICATIONS:OMORE has done publication which reflects its vision and objectives in the short and long run.

1/9/2015 43

SHAKIR

CONT….

DIRECT MARKETING: At the stage of introduction of OMORE, it uses direct marketing to hold the market because its competitors like WALLS are well established in the market since long and holds high market shares. They uses face book and social media for direct marketing.

1/9/2015 44

SHAKIR

1/9/2015 45