The Market and the Consumers:

When we look at the basic consumption pattern of ice cream in the local market it can be seen that 67% (figure 1) of consumers , consume ice cream once in two weeks. While among the varieties 39% (figure 2) consume cone ice cream and 18% consume ice cream cup. These results show that ice cream consumption is more an individual task compared to being a group activity. Through our research we were able to conclude that Walls has the highest consumption in the market of 49% (figure 3) while followed by Omore with a consumption of 18%. 52% (figure 4) of the consumers classify themselves as impulse purchasers of ice-cream.

The Omore Consumer:

Even though 72% (figure 5) of the respondents have consumed the Omore, but consumption have been rarely or once in a blue moon. This shows that trial purchase of the product did take place but was not converted much into repeat purchase. While the highest selling variant of Omore Uth cone is the chocolate variant i.e. 44% (figure 6) of the consumers consumed it. On the taste element most of the people thought Omore Uth cone tasted average. Some of the comments were It had a scrumptious taste but the cone quality of walls is comparably better than Omore I didnt like it. Too heavy and smelly It was average. It didnt taste any different as claimed by the company Yes, the taste was very nice and creamy Through these comments it could be seen that consumers thought Uth as a good tasting ice cream but it didnt offer anything different compared to competitors. To them it was a me too brand and easily substitutable with another ice cream cone available in the market. It had no element of differentiation. 51% (figure 7) of the consumers get awareness of the brand through TV. This shows that if Omore wants to reach to its target audience then it defiantly should have a TVC. Omore as brand stands for products that bring happiness to its consumers but through our research it was noticed that (table 1) only 10% of the consumers think it as a brand that brings happiness to them. Omore needs to work towards their perception as brand bringing happiness. 61% of the consumers believe that Omore has the most attractive packaging. The basic differentiation factor of Omore is that it is the only ice cream brand in Pakistan that is made of pure milk. Through our research it could be seen that only 39% of the consumers think that Omore is made of pure milk. Omore should work on this differentiation. Make it a clear value proposition.

The distribution of the Omore is not efficient enough. Only 13% of the consumers believe it to be easily available. Omore needs to improve its distribution channel. 42% of the consumers believe that it has high variety, with different flavors and colors. 52% of the consumers believe Omore is high priced. After scrutinizing all these points it can be said that the price quality relationship of Omore ice cream is not correct. Consumers believe that Omore is not worth enough to what they pay for.

Brand Plan:
Omore needs to improve its perception. For that they first need to create an new advertisement which emphasis on their taste element, and made from pure milk element. They need to create a differentiation for their product. They have to create a value proposition that they are not a me too product. Create their point of differentiation and have a USP. Their USP should be an ice-cream cone that has great taste and is made of pure milk. They also need emphasis more on their bringing happiness component. Provide better happiness building association. They have to keep the competitor that is Walls Cornetto value proposition. They should stand different from what competitors product stands for. They need to improve their distribution. The availability at stores should be greater than before. While for the price component Omore should keep the same price but increase the value and quality of the product. This automatically improves the price quality relationship of the brand.

APPENDIX:

How often do you consume packaged ice cream?

13% 0% 13% 7% 67% Once in 2 weeks Thrice a week Twice a week Once in week

Figure 1

What type of packages ice cream do you consume?

16% 18% 16%
Figure 2

Cone 39% Ice-lolly Ice cream stick 11% Ice cream cup

What brands of packaged ice cream have you consumed

16% 10% 49% 25% Walls Omore Igloo Hico

Figure 3

Would you classify yourself as a impulse purchaser?

17% 14% 52% 0% 17% High Agree Agree Indifferent Disagree Highly Disagree
Figure 4

Have you ever consumed Omore Uth Cone?

28% Yes No 72%

Figure 5

Which variant of Omore Uth Cone have you tried?

Chocolate cone 12% Caramel crunch 19% 44% Strawberry cheese cake 25% Triple Choc Cone

Figure 6

How do you get to know about the new or old brands of packaged ice cream?
12% 17% 51% 20% TV Radio Newspaper Friends or relatives 0% Store

Figure 7

# 10 11 12 13 14 15 16 17 18 19 20 21 22
Table 1

Walls Brings happiness to me Especially liked by children Has attractive packaging Is made from pure milk Is easily available Has a good taste Is affordable (I can buy it with my pocket money) Is most popular amongst my age group I would recommend to my friends Comes in a lot of different flavors and colors Never heard of it until today Costs more than what you are willing to pay Is value for money

Omore

Igloo

Hico

81% 61% 35% 29% 87% 65% 55% 81% 74% 58% 5% 32% 52%

10% 29% 61% 39% 13% 16% 16% 19% 16% 42% 5% 52% 29%

0% 6% 3% 6% 0% 0% 19% 0% 0% 0% 18% 6% 6%

10% 3% 0% 26% 0% 19% 10% 0% 10% 0% 73% 10% 13%