STUDENTS OF LAHORE SCHOOL OF
BSC ECONOMICS AND FINANCE
Engro stands for “energy for growth”.
Incorporated in 1965 as ‘Esso Pakistan
Name later changed to Exxon limited
Exit of Exxon (75% stake) in 1991, the
company underwent an employee led buyout
Finally as Engro
Engro Foods Limited was launched in May
Has two manufacturing sites, one in Sukkur
and the other in Sahiwal.
Ice cream factory located at Sahiwal.
The ice cream factory’s average operating
capacity is 50,000 liters per day.
Omoré was launched in March and formally
launched on April 6, 2009
The ice cream was launched in eight cities
The brand had started with 24 different
formats and flavors.
Lack of cold storage facilities and proximity
of factory were reason for slow start
Engro has had its gross profit increase from 6917
million rupees in 2008 to 6931 million rupees in
In just a few weeks, Omoré had made sales of Rs10
million on volumes of 76,000 liters.
Ice Cream now has 39 SKUs launched and boasts
sales of over 6 million liters.
Ice cream turnover in 2009 was Rs.751 million.
Market share 11% , while losses at 461 million.
Differentiated Marketing Strategy
Individuals (youth and adults)
Concerned with Perception which consumers
have about products
Various bases to categorize the products
Positioned as “More for Less”
Major challenge in bringing change in the
Creativity is the core of its marketing strategy
Promoted themselves as full of Happiness and
Offered 24 different packs and flavors 3 of
which not offered by any one
Promoted their Quality
Major edge over competitors in terms of
Used Olpers logo on packing to assure Quality
Set new trends in the market
Colors depicts Happiness which is present in
Omore ice cream
Achieved major brand positioning within three
Ice Cream- convenience product!
The brand- Omoré
27 flavors of ice cream in different shapes and
The product line
Frooze range of cheap ice creams for children.
a range of family packs
range targeted towards teenagers as well as
The packaging style
attractive and colorful
available in various designs: cones, cups, tubs and
High quality level
Meets hygienic and nutritious standards.
provides ingredients and nutrition information on
contact information for comments and queries
Product line pricing
Market penetration pricing
Three different classifications
(5- 10- 12- 15) Rupees
Range of family packs
(150- 120- 105) Rupees
Range of individual ice creams
Indirect distribution channel
intermediaries before the final product reaches to
Mobile sellers, aka: Sale Point Dealers (SPDs)
increase sales of ice creams
increase brand awareness
Available only in 8 cities
Due to limited cold storage and production in the
Small distribution network
High marketing expenditure
Introductory ad, Frooze and Family Packs
Sponsoring of TV shows
Madison an Vine technique
Streamers, Decoration of Lahore, Dropping
pamphlets from planes
Free samples at launch
Refrigerators to retailers
Banners and decoration in shops
Omore Basant Event, Lahore