Omor'e is an ice cream brand launched by Engro Foods in Pakistan. The document provides an overview of Omor'e's marketing communications and distribution strategies. It summarizes Omor'e's historical marketing campaigns in Lahore and Karachi that utilized various advertising channels to build brand awareness and launch the brand. Omor'e positions itself as providing fun and happiness, and communicates this message consistently across all of its advertising. The document also reviews Omor'e's product range, distribution network through owned and third-party freezers, and competitors in the Pakistani ice cream market.
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
Haleeb product is of the ancient and historic product of Pakistan. It is still used by many of the residents of Pakistan. Now Haleeb has become among one of the competitors of milk producers.
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
Haleeb product is of the ancient and historic product of Pakistan. It is still used by many of the residents of Pakistan. Now Haleeb has become among one of the competitors of milk producers.
This presentation is about the Ice Cream industry in Pakistan, telling about the five major companies doing business in this industry including Hico, Yummy, Igloo, Wall's & Omore Pakistan. Market Share, Promotion Activities and Wall's strategies to beat others are part of this presentation.
The Best slide I have ever created. Even I practically designed the slide. The animations are balaced than ever. I don't know when I will again create a slide like this. It is about the the functions of Management of Unilever. We all know the basic management consists of 5 steps. Planning, Organizing, Staffing, Leading & Controlling. Now how the worlds third largest consumer goods company does it. The datas are mixed with two perspective International and Bangladesi. But, this slide provides solid info. Hope you like it :)
Pakola is a line of fruit flavored soft drinks, originally introduced in Pakistan in 1950 by Haji Ali Muhammad. It is produced by Mehran Bottlers (Pvt) Ltd. It is the first nationally branded soft drink of Pakistan. Hence its name Pakola meaning 'Cola of Pakistan.Pakola is one of the most popular brands in Pakistan. The brand was created on 14th August, 1950. As per our slogan, “DIL BOLA …. Pakola”, we believe that Pakola is the heart beat of the nation and with its amazing taste holds the potential to ride the taste buds of the consumers at home and abroad.
This Presentation gives the information about how cadbury use their distribution channel as well as about their sales strategy and salesforce structure, how they give training etc
Research Paper on PepsiCo's Future ChallengesBharat Bhushan
Research Paper on PepsiCo's Future Challenges, including SWOT Analysis.
This paper has identified possible future challenges which companies like PepsiCo can face.
This is the presentation on the marketing campaign and brand equity construction of Creme De La Creme. As a part of our Brand Management course project, we had to come up with a New and Premium Ice Cream brand for the people belonging to socio-economic class A. Any comments/criticism/suggestions will be gladly accepted.
This presentation is about the Ice Cream industry in Pakistan, telling about the five major companies doing business in this industry including Hico, Yummy, Igloo, Wall's & Omore Pakistan. Market Share, Promotion Activities and Wall's strategies to beat others are part of this presentation.
The Best slide I have ever created. Even I practically designed the slide. The animations are balaced than ever. I don't know when I will again create a slide like this. It is about the the functions of Management of Unilever. We all know the basic management consists of 5 steps. Planning, Organizing, Staffing, Leading & Controlling. Now how the worlds third largest consumer goods company does it. The datas are mixed with two perspective International and Bangladesi. But, this slide provides solid info. Hope you like it :)
Pakola is a line of fruit flavored soft drinks, originally introduced in Pakistan in 1950 by Haji Ali Muhammad. It is produced by Mehran Bottlers (Pvt) Ltd. It is the first nationally branded soft drink of Pakistan. Hence its name Pakola meaning 'Cola of Pakistan.Pakola is one of the most popular brands in Pakistan. The brand was created on 14th August, 1950. As per our slogan, “DIL BOLA …. Pakola”, we believe that Pakola is the heart beat of the nation and with its amazing taste holds the potential to ride the taste buds of the consumers at home and abroad.
This Presentation gives the information about how cadbury use their distribution channel as well as about their sales strategy and salesforce structure, how they give training etc
Research Paper on PepsiCo's Future ChallengesBharat Bhushan
Research Paper on PepsiCo's Future Challenges, including SWOT Analysis.
This paper has identified possible future challenges which companies like PepsiCo can face.
This is the presentation on the marketing campaign and brand equity construction of Creme De La Creme. As a part of our Brand Management course project, we had to come up with a New and Premium Ice Cream brand for the people belonging to socio-economic class A. Any comments/criticism/suggestions will be gladly accepted.
This work is presentation of research on Continental Biscuits' supply chain process. We have come to know about enormous strengths of this Pakistan (Sukkur) based biscuit producing company competing with bigger giants in the industry, here we have analysed few lapses as well. We concluded our report and presentation on numerous recommendations that LU can make to make itself more successful.
This presentation is about different distribution channel used by company called by AMUL, also explains about what is distribution channel and importance of distribution channels.
Contents:
Company overview,
Mission, Vision & values,
Swot analysis of coca cola,
Business strategy,
Logistics,
Market share of coca cola,
Coca Cola entry into India,
Problems in India,
Changes required in strategy,
Recommendations.
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5 year plans of pakistan by brands academyBrands Academy
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Pakistan Five Year Development PlansSince 1955 to 2010An Overview
Introduction
Almost all five-year plans prepared during political or military regimes were shelved in the country’s history after regime change and none of them succeeded in getting the desired results.
Pakistan has a semi-industrialized economy, which mainly encompasses textiles, chemicals, food processing, agriculture and other industries.
The economy has suffered in the past from decades of internal political
disputes, a fast growing population and ongoing confrontation with
neighboring India.
Pakistan's average economic growth rate since independence has been higher than the average growth rate of the world economy during the period.
Average annual real GDP growth rates were 6.8% in the 1960s, 4.8% in the 1970s, and 6.5% in the 1980s. Average annual growth fell to 4.6% in the 1990s with significantly lower growth in the second half of that decade.
Introduction
Two wars with India, in Second Kashmir War 1965 and Bangladesh Liberation War 1971 and separation of Bangladesh adversely affected economic growth. In particular, the latter war brought the economy close to recession, although economic output rebounded sharply until the nationalizations of the mid-1970s.
Pakistan is aggressively cutting tariffs and assisting exports by improving ports, roads, electricity supplies and irrigation projects. Islamabad has doubled development spending from about 2% of GDP in the 1990s to 4% in 2003, a necessary step towards reversing the broad underdevelopment of its social sector.
First Five Year Plan (1955-1960) Highlights
Targets
Emphasis mainly on achieving high national income.
The First Plan was implemented within certain obvious handicaps and limitations and its release was delayed by two Years.
In practice, this plan was not implemented, however, mainly because political instability led to a neglect of economic policy, but government, Deputy Chairman Planning Board (Commission) Said Hassan announces the plan in 1957.
The development expenditures were regarded as the foundation for rapid progress in the future and plans explicitly affirmed that some sectors of the economy must be expanded much more rapidly than others in order to secure maximum gains.
The size of the First Plan initially was Rs. 11.5 billion which was revised and decreased to 10.8 billion out of which Rs. 750 million for the public sector and Rs. 3.3 billion for the private sector was allocated. Of the total plan amount of Rs. 6.6 billion from the internal sources and R.s 4.2 billion was to be achieve from the foreign sources in the form of loans and aid.
First Five Year Plan (1955-1960) Highlights
Achievements/Failure
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CORPORATE SOCIAL RESPONSIBILITY
Our Vision
To remain market leader and technology pace setter in the engineering and electronics industry by utilizing the high-tech engineering expertise of the Siemens Group worldwide. To maintain our strong and prominent local presence.
Our Mission
Providing quality to our customers at competitive prices, to their complete satisfaction.
Generating earnings sufficient to ensure a secure future for the company and to protect and increase our shareholders/stakeholders' investment.
To enhance creativity and job satisfaction of our employees by providing opportunities for personal development, limited only by their own ability and drive.
To contribute to the national economy, whilst realizing a strong sense of responsibility to society and the environment.
To enhance the investment of our customers through Human Excellence, our Technology, our Processes, our High Standards of Quality and Financial Strength.
To support and strive for technology transfer to Pakistan through our global resources and local Presence.
INTERVIEW
Q1) How corporate social responsibility impacts businesses?
Q2) Who Benefits From Corporate Social Responsibility?
Q3) Why should businesses care about their social and environmental responsibilities?
Q4)Do you publish any quarterly or yearly sustainability report?
Q5) Is there a correlation between CSR and a business’s financial performance?
Q6) What does CSR mean to the average citizen /consumer?
Q7)What is Corporate Philanthropy? Do you believe in that?
Q8) How do you relate CSR with marketing strategies?
Q9) What is your allocated budget for CSR on annual basis?
Q10) Do you think there is a place for such programs at a time of economic deceleration?
Siemens A Global Perspective
Sustainability is the guiding principle for our daily business practices
Sustainability are closely linked to our company values – excellent, innovative, and responsible
Sustainability is our contribution to a more equitable world economy and the provision of energy-efficient, durable products and solutions for our customers.
Sustainability Goals
Help customers reduce their CO2 emissions by 300 million tons
Grow Environmental Portfolio revenue to €40 billion
Improve CO2 efficiency by 20 percent
Increase water efficiency by 20 percent
Environment, Health and Safety
Siemens has introduced a Corporate Environmental Protection Program (Environmental Program)
The key components of the Environmental Program are:
The company-wide introduction of an environmental management system.
The improvement of resource and energy efficiency in production.
An expansion of our environmental portfolio.
Tapal marketing research by brands academyBrands Academy
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Marketing ResearchFinal Term Report
Wahaj Hussain
Marketing Mix (4p’s)
Product
Pricing
Place
Promotion
PRODUCT
The Core
o Tea Beverage
The Actual Product
o Packaging and labeling: See the picture
o Branding: red color, aspect of refreshing, hard pack and soft pack both.
o Trade name: Tapal Danedar, a TAPAL product
o Brand personality Freshness, Healthy, Innovative, etc.
o Brand equity: Tapal Danedar provides a quality, consistent, innovative and accessible tea reputation.
PRICE
Tapal follows high-medium price strategy in which it offers high quality tea at reasonable prices. Tapal also follows a Going Rate Pricing strategy, in which it bases its price largely on competitors’ price that is Unilever. Unilever being the market leader always sets the price, and then Tapal accordingly allocates its prices, always lower than that of Unilever. Tea prices have fallen over the years which are because of reduced import duties and costs. Besides taking the competition into account, Tapal does cost plus pricing
PRICE COMPARISION
PLACE
In the beginning the company sole aim was to capture the tea market of Karachi, as they were already in tea business here, only and then strategically build there network to other cities of Pakistan.
Now Tapal has a distribution network spread across Pakistan, from Karachi to Khyber with over 410 distributors, Extensive training programs are provided for the devoted sales personnel. The popularity of its fine brands is unabated, making it the No.1 national tea company in Pakistan.
Tapal has a wider distribution coverage in the South where as Unilever has better distribution in the North. Therefore, Tapal’s main objective is to increase their sales in the North. It ensures that it places its tea in the same outlets as its competitors in order to maximize availability. The distribution coverage of Tapal is as follows:
Karachi 14%
Lahore 34%
Islamabad 18%
Sukkur 22%
Hyderabad 12%
Tapal caters to its customers by providing Tapal Danedar and Family Mistures to more than 140,000 outlets in Pakistan, which include superstores, department stores, general stores, medical stores, paan walas, grocery stores, merchants, etc. Grocery stores and merchants together provide 80% volume of the tea sales.
PROMOTION
Danedar performance
Major Activities 2008-2009
Launch of Danedar Hard Pack
We transformed our Soft Pack to Hard Pack with the use of the following communication platforms
Sales Briefing Sessions
Pack Revealing Ceremony
Press Conference
Press Advertisement
Tactical TVC Airing
Radio Commercial Airing
Bill Board Advertisement
Shop Signages
Instore Branding
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Sales Forecasting At Colgate Palmolive Pakistan Limited
Introduction
Colgate Palmolive Pakistan Limited is operated as a franchise of Colgate Palmolive Co. (US-based) by Lakson group companies.
Its located at Lakson square building no. 2 office near zainab market karachi.
It has been a major player in the health care sector through its valuable and innovative solutions particularly in the oral care, personal care, surface care and fabric care.
Company offerings are quite successful in generating brand loyalty and demand for the products, as it has been able to generate the increase in the net revenue and gross profit by 22.7% and 8.6% respectively.
Target increase in market share was clearly achieved in the YR2011 by attaining an increase of 1.42% in the net profit. Rs. 14,150 million was the annual net sales of YR11 with gross profit of Rs.4,161 million.
Focus of Our Report
Our report focuses mainly on the “Sales Forecasting”.
Our analysis and findings are focused to Colgate GRF (great regular flavor) brand’s forecasting techniques and issues related to the scope of Sales manager.
We have interviewed
National, Regional & Area managers of Karachi,
and some merchandisers in order attain trade insights and market norms regarding forecasting practices.
Estimation of Industry sales
Colgate GRF & its Competitors
Top of mind brand in this category is Colgate GRF as being market leader with 59% share
Whereas Medicam & Pepsodant are the direct competitor for Colgate GRF having 20% & 3% respectively
The 18% share is with other competitors like forhans etc.
Colgate GRF is a supreme profit generating factor and therefore termed as “Cash Cow” for CP Pakistan.
Market potential
Colgate tooth paste with all its brands like Herbal, Misvaak, Maxfresh, etc. that contains nearly 55% of the market share as of whole toothpaste category in YR2011.
Sales in volume were not shared.
Rs. 4161m(Sales of YR11) /0.55 (Colgates share in YR11)= Rs.7565m (Category sales in YR11)
20% of expected increase so expected total category sales would be Rs.7565 X 1.20 = Rs.9078m
Rs.9078m is the market potential.
Sales potential
Colgate aims to grab 58% to 60% of the market share by the end of June YR13.
For this some new brands are in pipeline of brand extension plan. The launch of Colgate Sensitive is part of launch and share boosting plan.
Sales potential is Rs.5266m to Rs.5447m
Annual Forecast table for Colgate GRF
YR12 expected sales of 150gms tube are 15% due to 2-3 brush pack schemes.
Stock keeping unit information
Colgate GRF is available in 130 different stock keeping units (SKUs) which are
50grams for Rs.40
75grams for Rs.58
100grams for Rs.72
150grams for Rs.100
200grams for Rs.125
Distributor margin is 5.5%
Retail Margin is 7%
Total quality management report by brands academyBrands Academy
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How Quality Ensures Success
An Overview
GlaxoSmithKline (GSK) was formed from the December 2000 merger of Glaxo Welcome and SmithKline Beecham plc.
The $70 billion deal created the world's largest drug manufacturer and research-based pharmaceutical concern.
PRODUCTS
PRODUCTS
GlaxoSmithKline develops, manufacturers and markets:
pharmaceuticals, vaccines, over-the-counter medicines and health related consumer products
Our broad pharmaceutical product line includes:
antibiotic, antidepressant, gastrointestinal, dermatological, respiratory, cancer and cardiovascular medications
PRODUCTS
PRODUCTS
VISION
“We want to become the indisputable leader in our country, not simply in terms of size, but in how we use that size to achieve our mission and improve the quality of human life.”
MISSION
SPIRIT OF GSK
TOTAL QUALITY MANAGEMENT
SIX PILLARS
“Commitment” – the commitment from the top level to the operational level was observed during our visit as the lower staff and the strategic level gave the same answer for the quality that is to “follow the benchmark”.
“An unwavering focus on the both customers” – the organization believes that both internal and external customers are the key players in being profitable and so they never assist their stakeholders in every means to get the required output.
“Employee Involvement” – employee involvement acts as strong pillar in meeting the targets. The organization provides a linked database system through which every employee can contribute in terms of suggestions and ideas for growth and improvement.
SIX PILLARS
“Optimal use of resources” – they do understand the importance of the concept of scarce resources and thus tries to minimize the waste and get the optimal level of benefit from the raw material and other available resources.
“Treating suppliers as partners” – the output of the firm do depend on the quality of the raw material and differentiating on the basis of quality requires consistent and accurate level input with sustainable quality level and thus the organization has treated the supplier as their long term strategic alliance.
“Benchmarking” – GSK Pakistan over the period of time has developed its own standard, which includes ISO standards and their best practices.
QUALITY POLICY
QUALITY IMPROVEMENT STRATEGY
Reduce failure costs by problem solving methods and tools
Contributing in the selected prevention activities
Reduce appraisal costs in a statistically sound manner
Continuously monitoring and reinforce the prevention effort to gain desired quality improvement level.
QUALITY PLANNING
The overall planning can be summarize as the following steps
Customer needs
Forecast the future
Gap- analysis
Closing the loop holes
Alternatives Evaluation
Implementation
Pampers marketing analytics by brands academyBrands Academy
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PampersMarketng Analytics
Introduction (Industry)
Introduction (Industry)
Introduction (P&G)
Famous P&G Products in Pakistan
Introduction (Pampers)
INDUSTRY ANALYSIS
Forecasted Sales (Volume)
Forecasted Volume Sales Analysis
INDUSTRY ANALYSIS:
Forecasted Value Sales
Forecasted Value Sales Analysis
CUSTOMER PERSPECTIVEMETRICSUNIT MARKET SHARE:
CUSTOMER PERSPECTIVEMETRICSUNIT MARKET SHARE
REVENUE MARKET SHARE
RELATIVE MARKET SHARE
PENETRATION
SHARE OF REQUIREMENTS AND HEAVY USAGE INDEX
MARKETING ACTIVITIES PERSPECTIVE METRICS:GROWTH : CAGR AND YEAR-ON-YEAR GROWTH
BDI AND CDI
PRICE PREMIUM
METRICS FOR SALES FORCE AND DISTRIBUTION / CHANNEL MANAGEMENT SALES FORCE COVERAGE
NUMERIC , WEIGHTED AND SHARE IN HANDLERS DISTRIBUTION :
NUMERIC , WEIGHTED AND SHARE IN HANDLERS
BRAND ATTRIBUTE PERFORMANE :
Advertisements on Different Medias
Awareness of the Brand
RETENTION RATE!!!
Sales Force Effectiveness Measure Metrics
Sales Force Effectiveness Measure Metrics
Sales Pipeline
Sales Pipeline
Customer Satisfaction
Recommendations
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Tapal Family Mixture Brand analysis for MBA, BBA and other marketing, branding, advertising and business students.
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2. HISTORICAL OVERVIEW
• Prior to 1983 Frozen food industry in
Pakistan , was primarily restricted to three
Local ICP brands.
– Polka (1970) -- Igloo (1974) --Hico (1952)
Value Share (PKR in
million)
90000
80000
70000
• Numerous small unbranded ice-cream
60000
manufactures sold hand held ice-cream.
• Few ice-cream shops and hotels/restaurants. 50000
40000
• Raw material used was mainly powdered
milk.
30000
• Plant and machinery, refrigerated trucks and 20000
freezers were all imported.
10000
• Ice cream industry in Pakistan is growing
0
rapidly
• Problems do exists in distribution network.
• Size of the current market is around Rs 15
billion
Omoré
Yr 2009
Walls
Yr 2010
Igloo
Others
Till Sep Yr 2011
2
3. THE ROLE OF AN MNC
Market Share in percentages
• In 1995 Unilever/ Walls
changed the norms of retailing
by handing out freezers for free.
• Ice cream has to be sold in
specially designed freezers.
• These freezers are more
expensive as they have eutectic
plates.
• Due to Walls by mid 2005, per
person consumption increased
from 0.2 liter per person in early
2000 to 0.4 liter in2008.
100%
15%
80%
12%
12%
8%
5%
63%
60%
17%
23%
11%
60%
40%
64%
20%
10%
0%
Yr 2009
Yr 2010
Till Sep Yr 2011
Omoré
Walls
Igloo
Others
3
4. INTRODUCTION OF COMPANY
•
Engro Foods Limited was officially launched as subsidiary of Engro Corp
in 2004.
• Engro foods Products:
Olpers, Owsum ,Tarang ,Omor'e,Dairy Umang ,Olfrute
•
•
•
•
•
the Company has established state-of-the-art processing units in Sukkur and
Sahiwal, along with an ice cream production facility in Sahiwal.
Engro plan to operate in rice processing plant.
Al Safa a fast growing and established Halal meat brand ventured by Engro.
Engro Foods is now venturing into North American market starting from
Halal Foods category.
Engro Foods Canada Ltd. with a subsidiary Engro Foods USA, LLC
Vision of Engro foods:
Elevating Consumer Delight
Worldwide
4
8. Direct Competitors
Walls-Main
competitors
• Walls’ is a UK based company and owned by Unilever
• With advent of Omore Walls market share declined from 70% to 60% but
sales have increased by almost 70% due to category expansion.
• Walls ice-cream began its marketing with two distributors from Lahore in
April 1995, and then in Karachi.
• Walls appointed distributors for exclusive geographical zones.
• The retailer’s job is to purchase stock, pay the electricity bills and keep
the freezer clean.
• Walls had a total of 30,000 retail outlets in the country.
• The identification of the retail outlet is the job of Walls sales force.
• They have an in-house criteria based on which they pick a retail outlet.
• Walls provides both glass top and hard top freezers
8
9. HICO
• Owned by Pakistan Fruit Juice Co. [Pvt.] Ltd., since 1958 (1st Ice cream
company)
• Acclaimed to be purely [100%] made up of milk
• Favorite at Punjab side.
• Less sales force and low publicity WITH still a huge loyal customer base
• The ice-cream plant, at the time of acquisition, had an installed capacity of
80 liters which is now 4.5 million liters, with 8000 company owned
freezers.
• Previously The shops were provided with especially made ice boxes
• Most of the ice-cream would be sold on trikes,
• They placed a few freezers in the retail outlets in Lahore.
• They set up a cold store
• They would would deliver directly to the retail outlets through their trucks.
• Hico Market share is 10%.
9
10. IGLOO
•
•
•
•
•
•
•
•
Manufactured by Pakistan Diary Products [Pvt.] Ltd., since 1974
Operates from Karachi with wide distribution networks in Sind and Baluchistan
Their positioning factor is; Quality ice cream with unmatched flavors.
Igloo is providing ice cream to its consumers through three different channels;
tricycles, retail outlets & igloo parlors.
They focus on distributing the ice-cream in Karachi and Sindh themselves, whereas
they have a distributor who handles distribution in Baluchistan. They own seven, 40
feet containers
12 vehicles are used for delivery from the Hyderabad depot while the remaining 33
vans are used to supply Karachi.
The bulk of their sales are generated from Karachi and they claim that they hold a
40% market share in the city.
The production capacity of Igloo Ice Cream is about 2400 liters/hour .
10
11. YUMMY
•
•
•
•
•
•
•
•
•
•
Low market share holdings.
Set up 1981 in Kot Lakhpat, Lahore as a family owned business.
Yummy Ice Cream prepared pure dairy ice cream from milk fat.
In 1997, Yummy filed a suit in high court against Walls, They won the case.
They tried to launch the product in Karachi in 1999-2000 but withdrew due
to logistical issues
They have a depot in Multan and in Islamabad where their own 40 ft.
The goods are then taken to the shops by YMPL owned, cold chain vans
and sales persons. Goods are stocked in YMPL owned freezers at retail
outlets.
The retailer sells at a 17% commission.
Its production capacity is 10 million litres per annum.
The marketing strategy of YMPL is to focus on those stores where they
give less discounts
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12. Indirect Competitors
MOVENPICK
• Premium Quality Ice cream with Swiss roots
• Targeting ‘A’ class at Urban areas
MINI MELTS
Strong presence worldwide
Premium payers of Ice cream are again its
target market !
GELLATO AFFAIRS
• An Italian ice cream Company
• Targeting upper class sections of Pakistan at
Karachi, Lahore and Islamabad.
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13. LOCAL ICE CREAM PARLORS-NO
COMPETITION FROM THEM
TO OMORE
•
•
•
•
Peshawari Ice Cream
Rajoo Ice Cream
Baloch Ice Cream
Ice Burg, etc…
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14. Distribution of Omore
• Omore is providing freezers and maintenance to the
retailer, plus a commission for carrying stock and
providing outlet related tools; signage, gondolas, and
window graphics & they own 20,000 eutectic freezers.
• They hired a third party, a logistics company, to set up
a cold store point in Lahore and Islamabad.
• These points will be used to stock ice-cream from the
factory.
• They have now divided the country into six districts
and cover 130 towns.
• 90% of their distribution is through the indirect model.
• Lahore & Islamabad is handled through direct model.
• Distributors invest in cold stores and vehicles
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15. Distribution of Omore
• Direct model for Omore:
– Vehicles and drivers were of the third party, the order booker and
delivery person were Engro employees.
– The order booker took the orders from retail outlets and fed the data
into the supply chain system.
– A load sheet was generated according to the routes and the vehicles
were loaded by the third party.
– Before departure the vehicle was physically checked by the Engro
salesperson .
– He was also responsible for collecting money from the retail outlets
• Karachi Model ,Indirect :
– The vehicles, loaders and the warehouse are owned by a third party
logistics company while the sales team and order takers are distributor
employees.
– They also sell their products directly to consumers using their own
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carts.
16. Omor'e PRODUCT RANGE
•
•
•
•
•
Evergreen Cones 30 – 100ml
Evergreen Cups 100ml
Teens Cones 110ml
Evergreen Sticks 57 – 95 ml
Multi serve Tubs 800 –
1000ml and 1500ml
• Multi serve Bricks 450ml,
8ooml and 900ml
• KIDS sticks, cups and ices
• Indulgence Sticks 800ml
• Indulgence Tubs 800ml
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17. OMOR'E POSITIONING
• Omor'e positioning is around fun and
happiness.
• Omor'e aims to create happiness in life, while
making every moment enjoyable and fun
filled.
• Omore is all about fun because ice-cream is
the single most food that provokes emotions.
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18. • BRAND STRATEGY:
• To provide a quality ice-cream and more choice
to consumers.
•
• SEGMENTATION:
– Kids
– Take home
– Multiserve.
•
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19. THE TWO LAUNCHES
• For Omore IMC is across all medium it uses.
• Omore does communication development, and fundamental brand
framework.
• Fist marketing campaign of Lahore launch objective was to build
awareness.
• Omore achieved 80% awareness in 1 years of communication.
• 1st they develop communication that is the message to be sent that is the
concept
• Then select medium where the target market would be available.
• Message stays the same in all vehicles Omore uses.
• Then Omore decides up upon the budget required to complete campaign
objectives.
• Omore just don’t react to competitors blindly.
• Omore wants to make people fall in love with the brand.
• Art of happiness communication is in every communication that is sent out
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to customers.
20. • Omore had cold chain available and wanted to keep
manageable.
• Objective of the campaign was to publicize the brand
launch, establish tagline “Art of happiness
• Delivered this brand essence through : air, water and land.
• Engro spent around Rs 200 million on marketing expenses.
• The current top of mind awareness is 11%.
• In just a few weeks, of Launch Omore made sales of Rs10
million on volumes of 76,000 liters.
• Their Awareness campaign includes:
1) Streamers
2) Decoration of City in collaboration with PHA
3) TV Ads, Sponsoring Cooking Shows
5) TV Bloopers, Art of Happiness
6) Search planes Confetti
LAHORE
LAUNCH
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21. KARACHI LAUNCH
• Physical disability’ for Omore to laucch in Karachi
• It takes 5-6 months to distribute refrigerators among retailers and
by the time summer will be over.
• In Karachi, Traders would not want to keep the ice cream stock
during the lean winter sales season.
• Moreover there was no TV channel catering to specific cities, so
TVCs had to be run all over Country .
Omore was launched in Karachi in spring of 2011, with a “conquer
Karachi” advertising strategy
• Involved television, radio, activation, ambient and digital working
in tandem.
• Content integration was used to announce this launch.
• The campaign theme was “Karachi ka dil khushio se fill’’.
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22. OMORE BILLBOARD AND
BRANDINGS
• In Karachi omore billboard were deliberately placed
above the Wall's mango cone billboards
• Omore billboards are placed at all strategic location
• Streamers on roads
• Branding on Gantries
• Branding of retailers shops.
• Miniatures of Famous places in Karachi such as
mausoleum of Quaid-e-Azam Mohammad Ali Jinnah at
various roundabouts around the city.
• ALL COMMUNICATED THE SINGLE MESSAGE OF
FUN AND HAPPINESS.
• PINK & ORANGE COLOR VISIBILITY
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23. BRAND ACTIVATION:
• Sea view carnival:
– Was a family affair inviting kids and their families to enjoy a fun
fulfilled day with Omore rides and games.
– This was announced through a billboard and a TVC,which had Sahir
Lodhi as its host announcing this carnival.
– This 1 week event took place 3 weeks after commencement of
distribution and thus almost 1.5 weeks after ATL advertising.
• Basant festival:
– Omore also conducted Basant festival in Punjab to celebrate the
commencement of Basant season.
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24. OTHER ATL AND BTL
ACTIVITIES
Print advertisement:
• OMORE has conveyed their message of happiness, joy, fun and pleasure
through their Print ads in all major newspapers and magazines, food
magazines across country.
Packaging
• Colorful packaging with product picture with name along with nutrition
indigents and contact information
Brochures and booklets
• Brochures and booklets were distributed outside the famous supermarkets
at the time of launching
Posters and leaflets
• Product promotion posters were placed outside the stores to create
awareness. At the time of launching leaflets were showered from aircraft in
different areas of cities.
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25. OTHER ATL AND BTL
ACTIVITIES
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.
Audio
• Jingle and music is so strong that people
recognize OMORE with immediately. Especially
its first TVC jingle had been very famous.
Sampling
• Sampling was done by OMORE at the time of
launch in Karachi in all major shopping Malls.
Frooze stick was sampled in all major mall for
just Rs 10 at low price than regular price to
induce trial.
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26. RADIO
• Omore has also been present on Radio on all
radio channels.
• City FM89 were giving away a guitar and an
amplifier in sponsorship with Omore in The
Breakfast Show with Khalid .
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27. Recommendation
• Omore should create a website for its customers
and prospect Suppliers and other stakeholders, as
social page does not provide much information.
• Omore keeps No exact database of Consumers,
just uses brand trackers to monitor customers
buying trends.
• Omore should keep a database of customers
according to their buying habits.
• Also data of major customers such as shopping
malls, hotels, schools, etc should be kept !
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28. RESULT SUMMARY
Omore practice rigorous IMC in all its
communication and the message of fun and
happiness is constantly promoted in all
communication that Omore does!!!
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