This document discusses Omung Lassi, a yogurt drink brand introduced by Engro Foods in Pakistan that failed. It analyzes the reasons for the product's failure, including ineffective advertising that targeted only young people instead of all age groups, unappealing taste compared to authentic lassi, inappropriate packaging, and positioning lassi as a symbol of love. The document proposes relaunching the product with changes to the target market, product development, advertising, and packaging to focus on lassi's refreshing qualities rather than love.

1. Topic Omang lassi
Reference http://www.scribd.com/doc/204998921/Relaunching-failed-product
LASSI
Lassi is a popular and traditional yogurt-
based drink which originates in the Punjab regions of India and Pakistan.
It is made by blending yogurt with water and Indian spices. Traditional
lassi(also known as salted lassi, or, simply lassi) is a savory drink
sometimes flavored with ground roasted cumin while sweet lassi on the
other hand is blended with sugar or fruits instead of spices.
OMUNG LASSI
Engro Foods introduced lassi brand called Omung Lassi in mid of June
2012.
OmungLassiSlogan:
“Guru Ho Ja Shuru”
OmungLassiFlavors:
Namkeen Taskeen (Saltish Lassi)
Methi Masti (Sweet Lassi)
OmungLassiCompetitors:
No Competitor
WHY IT FAILED?
After doing extensive research, we came to the conclusion that there were
mainly 5 reasons behind it‟s failure.
1)Advertisement:
Engro has just targeted young people for this product however Lassi is
drink which is loved by elders and kids too. Whether young or old, it is a

2. drink enjoyed by all age groups. You really can‟t classify it as a „sexy‟
drink, only aimed for young men and women and it is definitely not
“ pyar ka naya ilaaj” Also the way of communicating
message is not decent at all as they‟ve associated their brand with a bit of
cheapness.Firstly,
Secondly, what are they really trying to say? What‟s the point behind
“Guru, ho ja shuru”Who is the Guru? Is it the man dressed in the
hideous blue jacket,dancing away with women who are reminiscent of
namkeen
And meethi lassi-cum-love? How can lassi be compared to love and also
be the remedy for love at the same time?
2)Taste:
Many people whom I talked to said that they don,t like the taste of lassi, as
it is different from the genuine taste of a lassi. The taste fails to satisfy the
taste of costumers.
3)TARGETMARKET
Engro has targeted rural areas and urban areas but the people of urban
areas prefer to make lassi by their own hand. Engro has just targeted
young people for this product however Lassi is drink which is loved by
elders and kids too. Whether young or old, it is a drink enjoyed by all age
groups
4)PACKAGING
Since Lassi is a dairy product and it is different from juices and other beverages, we
think that’s square box is not suitable for it.

3. 5)POSITIONING
Engro has position this lassi as symbol of love. How can lassi be compared to love
and also be the remedy for love at the same time?
RELAUNCHING “OMUNG LASSI
1)CHANGE IN TARGET MARKET
The market has been segmented by us geographically, demographically and
according to the social class. Geographically, we ,d try only to target urban areas as
this product won,t do any wonders in rural areas because people there prefer to
make lassi by their own hand. Apart fromt hat places like breakfast hotels, railway
station would specially be preferred and Engro would make sure to have their
product at these places everywhere.
According to demographics, we‟d try to target every age group because it is a drink
loved by everyone, elders and kids, not just by young men and women
2)CHANGE IN PRODUCT DEVELOPMENT
As we find out during the research that people really don,t like Omung Lassi,s taste.
As many compared it with the middle eastern drink Laban, the production
department has to change their way of manufacturing it and to make it,s taste more
like a rich Lassi.
3)CHANGE IN ADVERTISEMENT
You don‟t need rocket science for advertisement of a product like Lassi. What first
comes in our mind when we think of a Lassi. Is it “Love?” or is it the freshness of a
Lassi. Instead of their advertisement that everyone called cheap during a survey
from mostly middle class and upper middle class people, we would base their
marketing campaign around the fact that the drink itself is thirst quenching and
refreshing in this hot summers, and would try to communicate its healthy yogurt
like properties. Hence a tempting advertisement would be made targeting mainly
people who has a fast life and who travels a lot, and also those people who don,t
have time to make it in home. They would
prefer a good quality product from a well known brand like Engro Foods.

4. 4)CHANGE IN PACKAGING.
We have changed it,s packaging strategy. Instead of a square pack, a glass shaped
round tetrapak has been introduced by us. Now you could either drink it with a
straw or more preferably you could drink it by removing the upper cap of the
tetrapak which would provide you real life-like scenerio, as most of the people do
not prefer to drink such a product with a straw
5)POSITIONING
We need to position this Lassi as a part of their daily life. As a symbol of thirst
quenching and freshness. When any person thinks of
Omung Lassi, the first thing that would come to his mind is it,s freshness. This
affinity between the brand and the consumer leads to a high degree of loyalty and
makes the purchasing decisioneasie
Prepared by
Maher Manan