Engro Corporation Limited (formerly known as .Engro Chemical Pakistan Limited.) is one of the largest industrial corporations in Pakistan. It operates in various sectors Fertilizer Food Energy Chemical Business Automation Solutions

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COURSE TITLE:
STRATEGIC MARKETING MANAGEMENT
FINAL PROJECT PRESENTATION
DATED: Dec 28, 2014

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3. WE STUDY THE MARKETING
STRATEGIES
OF :

4. • 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:
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5. INTRODUTIONOF 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 Bactofuge
technology to eliminate bacteria and ensure hygiene.
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6. MARKETDEFINITION:
• 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
MARKETSIZE:
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:
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7. 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
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8. COMPETITORS:
DIRECT COMPETITORS:
CONT:
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9. INDIRECT COMPETITORS:
• Milk
• Kulfi
• Frozen yougurt
CONT:
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10. • MARKET SHARE:
CONT:
OMORE
24%
Walls
65%
Others
11%
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11. • Create Strong Brand Image
• Defend Current Market Share
• Sale Growth
• Customer Satisfaction
• Effective Brand Management
• Plan Marketing Strategies
Effectively
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12. • MARKETINGSEGMENTATION:
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13. CONT…….
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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 Pakhtoon
Khuwan, Baluchistan in future.
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14. 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
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15. CONT…..
PSYCHOGRAPHICSEGMENTATION:
• 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.
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16. CONT…..
BEHAVIORAL SEGMENTATION:
• OCCASIONS_Regular Occasions, Special occasions.
• BENEFITS_Quality, Presentation, Taste
• USAGE RATE_Light users, medium users,
heavy users.
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17. • 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.
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18. SLOGAN:
OMORE linked ice cream with joy and happiness so
their slogan is “ARTOF HAPPINESS”.
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20. • 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.
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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.
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23. CONT….
• BRANDIMAGE:
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.
• BRANDEQUITY:
OMORE have the only plant in Pakistan that uses Bactofuge
technology to eliminate bacteria and ensures hygiene which is
the power of OMORE over others.
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24. 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.
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26. MARKETING STRATEGY _ PRICE:
PRICINGOBJECTIVES:
• sales volume
• profit
• market growth
PRICINGMETHOD:
OMORE uses Value Pricing Method, the company charges a
fairly low price for a high quality offering.
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27. CONT……
• PRICINGSTRATEGY:
Market Penetration Pricing (A product pricing strategy
to keep in view the prices of competitors).
LETS SEE THEIR PRODUCT LINE PRICING:
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28. CONT….
• RANGE OF INDIVIDUAL ICE CREAMS (10-15-20-30)
RUPEES:
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OMORE VANILLA STRAWBERRY (Rs.30)
OMORE UTH NUTTY CHOCOBAR (Rs. 25)
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29. CONT….
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OMORE KULFA CUP_100ML (Rs.30)
OMORE FROOZE LICK FLAVOR (Rs.10), WROOM (Rs.20),JUMBO
CHOCHEAD (Rs.10).
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30. CONT….
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OMORE DESI KULFA, DESI CRUNCH KULFA (Rs. 25)
OMORE BUZZ IN STRAWBERRY CHEESECAKE, CHOCOLATE
CRISPIES, CARAMEL CRUNCH (Rs. 40).
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31. RANGE OF FAMILY PACKS (150-250) RUPEES:
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OMORE STRAWBERRY_900ML, OMORE MANGO_900ML (Rs150), OMORE
KULFA_800ML (Rs.175).
OMORE CREAMY VANILLA WITH CHOCOLATE
FUDGE_800ML(Rs.215)
CONT….
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32. 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.
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33. 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, KhyberPakhtoon
Khuwan, Baluchistan in future.
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34. CONT….
DISTRIBUTIONSTRATEGY:
• 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.
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35. :
MARKETING STRATEGY _ PROMOTION
They use push strategy for promoting their products
• PROMOTIONAL GOALS:
persuade the customers
remind the customers
• ADVERTISING:
They use vehicle advertising,
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36. CONT….
• Outdoor billboards (in occasions like Eid etc).
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•Point of sale Displays and
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In TV advertisements they mostly use Celebrity
Endorsement, Musical, Slice of life, Mood or image,
Lifestyle of their target customers.
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38. 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.
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39. 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 them
o Also renovation their Store on achievements
of target sales.
SAMPLE:
Distribute samples at the launch of OMORE.
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40. CONT….
• FAIR& TRADE SHOWS:
They organized Beach Festival &
Basant Mela Festival when it is
newly launched.
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41. OMORELAHORE
BASANT
FESTIVAL.
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42. CONT….
• SALES PROMOTION:
CONTESTS & GAMES:
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43. 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.
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44. 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.
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