INTRODUCTION:

Omore was launched by Engro Foods in April 6, 2009 . The ice-cream was launched in eight cities of Pakistan. Ice cream factory located at Sahiwal and it started its sales from the city of Lahore because of the culturally inheritor of celebrator of festival of colors i.e. The Spring Festival. Omore started with 24 different formats and flavors. Ice cream factorys average operating capacity was 50,000 liters per day and more than 4.5 million liters of dairy ice cream a year. Omore was launched in march. They placed their streamers across Lahore and other cities. The city of Lahore was decorated with artificial flowers and decoration material. Their TV ad was consisted on a cool, attractive and catchy jingle which sung by everyone those days. They sponsored all the major cooking shows on the prominent TV channels, creating a strong brand positioning. By the end of March, every eye of Lahore was attracted towards the catchy decoration of Lahore done by Omore. Other then the colorful advertising streamers, they had sponsored PHA in decorating Lahore with artificial and colorful flowers etc. Clearly, as they boasted off, Lahore really seemed to be in bloom. Believing in the fact that a marketer believes that advertisement is not an expense, its an investment, and they have invested a lot. In just few weeks, Omore had made sales of 10 million on volumes of 76,000 liters. Ice-cream had turnover in 2009 was Rs.751 million and markets share 11%.

Positioning:
Features: OMORE features can be described in terms of taste by offering unique different flavors that its competitors are not offering. Conformance Quality: OMORE have differentiated its ice-cream through conformance quality . This is done by opening channels for getting feedback i.e. through website, help lines, social media like Facebook, Twitter and blogs, which allows customers to complaint and suggest about the quality of the product. Reliability: They have been successfully satisfying the customers need for many years which allows consumers trust their products and therefore when they claim to use pure ingredients, authentic flavors and best available technology, people trust them and consider their products to be reliable.

Style: Style describes the products look and feel to the buyer. OMORE has considered differentiating their ice-creams through improving their packaging, or the style which will provide the customers with a distinctive feeling about their product. Design: Design is the totality of features that affect how a product looks and functions in terms of customer requirements.

Market Segmentation strategy

OMORE segmented its market upon the geographic, demographic, psychographic and behavioral basis Geographic
Region of the country: Pakistan Major cities like Karachi, Lahore Urban or rural: Urban

Demographic
Age: 6-11, 12-19, 20 34, 35 + Gender: Male / Female Family size: 1-2, 3-4, 5+ Family Life cycle: Kids, Youth, Adult, Elder Income: 8,000-14,000, 15,000-25,000, 25,000 and above Occupation: Student, Housewife, Professionals

Psychographic Social class: Upper Lowers, Working Class, Middle Class, Upper-Middle class Lifestyle type: Happy-go-lucky Personality type: Trendy, Hiphop, Fun loving

Behavioral Occasions: Regular Occasions / Special Occasions Benefits: Quality, Quantity Availability Status: First time users, Regular user, Potential User Loyalty Status: Value of Money and Variety User: Medium Readiness stage: Interested in exploring new flavors (intend to buy) Attitude towards product: Enthusiastic, Positive and Satisfied

Distribution channels:
OMORE has three ways of distribution. 1. Using Zero-Level channel that is through OMORE ice-cream cart directly to the end user. 2. Using One-Level channel consisting Retailers and Shopkeepers. 3. Using Two-Level channel consisting Wholesalers and Trade Retailers

Customer Perceived Value:

OMORE customer gets most value out of the cost they incurred with wide verities and new flavors of the product. Costumer cost includes: Time cost: OMORE cycle saves customers time of going to shop and buy ice-cream. It can easily accessible at your door step without wasting time Monetary cost: OMOREs price starts with Rs. 5- Rs. 10 for individual packing and Rs 80 onwards for family packs. Psychic cost: OMORE hype was already created when they initially launched in Lahore where as Karachi people were eager to get hold on the OMORE taste. Image value: OMORE is all about colors, energy, fun and happiness for all age group. Their motto is to find love and happiness in every small thing. Service value: OMORE sales people are always there to help their customers in shops, malls, and road shows etc. Product value: OMORE has variety of flavors in very affordable price they even introduced few new flavors which attract people to eat ice cream.

Pricing stretagy:
OMORE is new in the market thats why they have set low price as compared to its competitors in order to attract large number of buyers quickly resulting in gaining large market share. They used this option as they believe that a higher sales volume will result in lower unit costs and higher long run profit.

Promotional stretagies: Following are the advertising vehicles OMORE has used for their promotion Print and broadcast ads

OMORE has conveyed their message of happiness, joy, fun and pleasure through their Print and TVC. The creative are so colorful and vibrant to support their slogan of happiness with the catchy jingle attached to it. They have broadcasted their ads on all the major TV channels, FM radios and Social media like Facebook, Twitter and Orkut and for print they have gone in all major magazines and newspaper. Packaging outer

Colorful packaging with product picture with name along with nutrition indigents and contact information Brochures and booklets

Brochures and booklets were distributed outside the big famous marts at the time of launching Posters and leaflets

Product promotion posters were placed outside the stores like Ice pops, Choc stick etc. At the time of launching leaflets were showered from aircraft in different areas of cities. Billboards

OMORE was/is placed on Billboards at all the major intersection in different cities (Lahore, Karachi, Islamabad, Peshawar, Multan etc).

The visual representation of product by showing the customer a slice from their own lives (something to which they can refer when they going to buy the product).

Point of purchase displays

OMORE placed their carts outside all the major malls/ marts and grocery stores at the time of launching to do the point of purchase display. Audiovisual material

Jingle and music is so strong that people recognize OMORE with it. Symbols and logos

OMORE has used symbols related to happiness, joy and fun. Their logo is oval in shape with pink inside and white outside

Videotapes

The advertisement videotapes have been uploaded on YouTube and Social media websites for future recall value.

Sales Promotion Sales promotion is variety of short term incentive to encourage trial or purchase of product Contest, Game and Sweepstakes

OMORE has conducted contest and sweepstakes to attract customers and make them start liking the product. They have done it before at the time of launch in Punjab and now in Karachi for example they conducted contest for the morning shows. OMORE has launched an interactive application on its Facebook fan page which allows users to participate in a weekly draw by solving a series of puzzles. Sampling

Sampling was done by OMORE at the time of launch in all the major location of cities to increase the customer awareness and also create the liking of the product. Entertainment

Jingle and music is so strong that people recognize OMORE with it. Trade-in allowance

OMORE gives 16% trade allowance to all the retailers and wholesalers Publications

OMORE has done publication which reflects its vision and objectives in the short and long run. They provided information on how the OMORE ice-cream goes about its operations and how OMORE icecream is nutritious because it uses pure dairy products as compared to the competitors. Critical Analysis & Recommendations At the stage of creating awareness, Omore should spend more on following techniques in advertisement: Print and broadcast ads Brochures and booklets Billboards To create Likeness for their product, OMORE should consider spending more on following techniques: Entertainment Causes Samples