Marketing Plan Final555.Doc55

Marketing Plan of omore ice cream

MARKETING PLAN

Group # 5

Submitted To Ms Ayesha Shoukat

Submitted By; Group # 04

Mumtaz Qasim 29 Bushra Bashir 34Hafiz Syed Ahmar 45

MARKETING PLANOmore

Ice cream

TABLE OF CONTENTS

EXPLANATION PAGE NO

Executive Summary 01

Situation Analysis 04

Marketing Objective

Marketing Strategy 19

Evaluation, Monitoring and Control 28

Department of commerce1

MARKETING PLANOmore

Ice cream

EXECUTIVE SUMMERY

The repot at hand provides useful insight about Engro food Pakistan

Ltd, a private food firm that keeps about 22 % of market share in the

milk food industry Pakistan. Established in 2005, a 100% owned

subsidiary –First investment of dairy plant Processed milk market is

growing at approx. 20% per annum Olper’s achieved peak market

shares of 12.3% within 6 months of launch Other products launched –

Olper’s Cream, OLwell –High Calcium Low Fat Milk (Premium Brand)

Plans to expand product portfolio Milk processing capacity to increase

by 200% to 200 million liters annually Will become the only company

in Pakistan covering the entire milk catchments area Already has the

second largest chilled milk collection system in the country Distribution

network to double from 58 towns to 119 towns by the end of 2007JV

with global food major in advanced stage of negotiation Forces in the

external environment that affect company’s performance are, political,

economic, social and technological whereas company-specific

external forces are Major Players in the food Industry, which are ten in

number; Nestle being the leader with 41 % market share. Typical

packed milk consumers are the children. Therefore, Engrofoods has a

large number of consumers throughout the country. Karachi: Engro

Foods has recently expanded its brands portfolio by launching a premium

quality ice cream with the name of Omore. Omore started its sales from the

city of Lahore because of the culturally inheritor of celebrator of festival of

colors i.e. The Spring Festival. They have started off with 24 different


MARKETING PLANOmore

Ice cream

packs and flavors that attract kids and adults from all walks of life. In

addition,engro food limited has provide a high quality food .

We consider technology as very much beneficial nowadays. But why do

we likewise consider it a pain? Simple because we have too many options to

choose from others ice creams. For instance hico, yummy, eglo, omore, peddle

etc.

Introduction

Krachi: Engro Foods has recently expanded its brands portfolio by launching a premium quality ice cream with the name of Omore. Omore started its sales from the city of Lahore because of the culturally inheritor of celebrator of festival of colors i.e. the area in which we are interested is food and beverages. Engro is one of the largest companies of this field and is a subsidiary of Proctor and Gamble (P&G). engro has many consumer products. Some of its popular brands are milk, omore, olper, trung, ollwe and trkha etc. engro started its operations in 2005. And presently its headquarters is at Karachi. The Spring Festival. They have started off with 24 different packs and flavors that attract kids and adults from all walks of life.Omore has initiated heavy marketing campaign, let’s review: By the end of March, every eye of Lahore was


MARKETING PLANOmore

Ice cream

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, it’s an investment, they have invested a lot.

Omore ice cream encompass a wide range of (typically) rod-

shaped polymers that naturally form into thin layers, as opposed

to the more other ice creams . Some of these, the chill milky, also

tasty flavors . The particular direction of the customer toward

omore ice is due to its quality.In 2009 the engro food lounched

omore first time in the market surpassed sales for the first time,

and its sales figures relative to other food items is accelerating.

Omore is quickly displacing the only major competitors in the

market. Like yummy, Hico, Omore,Chamman and Peddle ice

cream. by far, the most widely produced and sold today are,

pushing all other formats into niche roles.

Engro food distributes a wide variety of consumer durable

products, primarily for the home. such as Olpers,

Situation Analysis

History of Engro food limited

Engro Foods (Pvt) Limited (EFL) was established in 2005 as part of a diversification process at the Engro Group. The plant located at Sukkur (Sindh) on 23 acre land, has the raw milk reception capability of 300,000 liters per


MARKETING PLANOmore

Ice cream

day and UHT milk capacity of 200,000 liters per day. The project cost was of $ 16 million and it provides direct employment to 750 people.

Omore ice, company’s first brand was launched in March 2009 in 8 cities of the country simultaneously. Since then two other brands Olper’s cream and Olwell has been successfully launched and has established Engro Foods Limited as a major player in the foods business already. Our goal is to be one of the biggest players in the food business and our aim is to dominate the food business. To achieve this we will settle for nothing less than the cream!

Engro Foods has entered the Food business through milk processing and sale with the company’s vision to pursue growth opportunities based on country fundamentals and own strength. It also positions the company to leverage its corporate social responsibility initiatives and work closely with rural communities to promote integrated farming and livestock development. This effort is expected to play a pivotal role in poverty alleviation and improving livelihoods of the poor in the milk collection areas.

Engro Foods will work with the Pakistan Poverty Alleviation Fund and its three partner organizations to help implement sustainable business models that increase farmer’s profitability and develop a positive social and business climate for growth and expansion of live stock and other forms of value added agriculture.

Engro Food Limited is one of the largest dairy product manufecturer of Pakistan we do have following Brands; UHT Milk - Brand Range 1) Olpers - 3.5% animal fat base in 250 ml, 0.5 liter, 1 Liter, 1.5% Pack size 2) Olwell - 0.9% fat (low fat high calcium recipe) in 1 Liter 3) Olper Cream (40% fat) 4) Tarang (7% veg. fat based tea whitener) 5) Tarkka (99.8% Butter Ghee)


MARKETING PLANOmore

Ice cream

6) Also planning to launch anhydrous milk fat very soon. We are looking for a financially strong party ...Contact us

Engro Foods Ltd [Pakistan]

Address:3rd Floor, Carltons Hotel, DHA Phase-VIII Karachi Sindh 75500 Pakistan

Phone:92-21-5849169

Contact name:Syed Hassan Imam , Export Manager

Mission

To be a respected and leading Family Company in

Pakistan providing consumer durables to improve the

quality and happiness of life of people through the

provision of consumer products

at affordable prices and at every point of people means to all profession of people either they are engineers , doctor, lower, teacher, farmer, children’s etc. The News has found that almost all leading milk processing companies are present in the district for milk collection and some of them have realised its potential as a centre for dairy processing.

Engro Food is no exception. Its state-of-the-art milk processing and omore ice cream manufacturing plants, opened in May 2005, are being upgraded to meet rising demand.

. He said Engro had already achieved break even in 2009 and would hopefully earn a good profit in 2010.


MARKETING PLANOmore

Ice cream

He said the company was developing a Corporate Dairy Farm of international standards which would provide good quality milk to consumers.“A sprawling livestock farm has been set up in Nara, Sindh with 2,300 high-yielding animals,” he said. The farm would be gradually developed in a way that it would become one of the biggest cattle farms in the world in the next few years, comprising similar clusters in interior Sindh as well as in south Punjab.heart of the famous basmati producing zone in central Punjab, he said. Engro Foods has successfully launched its ice cream brand; Omore; from Lahore and a few other adjacent cities from April 6th. Pakistan has a branded ice cream market of ~70mn liters or PRs8bn. Capturing 5- 10% market share in the initial phase could result in incremental revenue of PRs400-800mn for EFL. Earnings impact for EFL will remain muted in the near term due to heavy promotional expenditure and investment apex on cold storage. and the second largest cold chain network among all FMCGs. To compete with Omore, EFL needs to focus on investment in cold chain and aggressive marketing.

Marketing Environment

Microenvironment of Omore ice cream

Factors affecting within the organization are called the microenvironment of the product. This includes the factors within the control of the organization which may impact upon the organization and or delivery of the marketing plan.

Company ResourcesEngro food committed its own resources to acquire 'Polka' and consolidate the ice cream market for engro food limited Pakistan


MARKETING PLANOmore

Ice cream

Low gearing and reputation as a multinational blue chip give engro ready access to capital at good terms to fund growth. In the local ice cream market not many have the capability to invest in completely new technologies. Financial assets of more than Rs.10 billion.

Personnel of organizationPeople are the driving force for success. HR initiatives focused on encouraging empowerment and transparency in the organization. Me and U, an interactive HR portal that brings employee information to everyone’s desktop. Child Day Care center allowing employees to have their infants in close proximity under very best care,

Organizational Structure and Culture:

Engro, a visionary organization. Highly professional organization with the highly professional people. The society is the family and look after of family is my own responsibility

Product Development:

IngredientsIce cream is made from ice (water), milk, fat sugar and natural flavors and colors. All of these ingredients are necessary for you in your diet to lead an active lifestyle. From these ingredients you get protein that helps build body tissue, carbohydrates and fats which give you energy and essential vitamins and minerals like calcium that help to strengthen bones and teeth.Ice cream is the only food you eat frozen and offers a unique sensory experience The average number of licks to finish off a single ice pop is 50 Every year all around the world, omore sells enough Magnum ice creams around the world four and a half times.


MARKETING PLANOmore

Ice cream

Launched in 2009 lik a flavor is the number one selling hand-held cone in Pakistan today.

Ice cream is the only food you eat frozen and offers a unique sensory

experience

The average number of licks to finish off a single ice pop is 50

Every year all around the world, Omore sells enough Magnum ice

creams around the world four and a half times.

Macro Environment

The following macro environmental trends are concerns

that our product will focus their attention and possible

solutions to current trends identified. According to this

environment our product is fall in following macro

environment.

Demographic Environment

The concern would be releasing more product than necessary to

areas that does not have the population to support the number of

sales required to move the omore from the omore and other ice

creams. The current plan would be to ensure the distributor

understands the more funds available for production and distribute

the lik a_flavour to areas that would support the highest number of

customers for a given area.

Political Factors:

Political factors also affect the industry of ice cream. Omore ice cream is a newly product it is effected by the political environment as much.


MARKETING PLANOmore

Ice cream

As the political stability of the country from the last two or three years remained very much disturbed and at present it is worsen to great to extent. People are reluctant to go outside. Ice creams and desserts are such food products which are used and enjoyed at leisure time in parks and restaurants but the wave of terrorism in the country has disturbed all such activities.

Economic Factors:

Political factors also affect the Economics of the country. Due to the instability of the economic factors the ice cream industry is much affected .Omore ice cream is newly product which is also affected by the economic condition of the country. Due to political instability and war against terrorism, the economic condition of the country has badly deteriorated. The purchasing power of the middle class has very much reduced and cannot afford to spend money on such extravagances like buying an ice cream and other desserts.

Socio-Cultural Factors:

People eat ice cream for happiness. They come to the place where they can enjoy The trend of outdoor eating is becoming more popular. Some segments like youth and teenagers take it as a fashion. Omore ice cream is eaten in all places of the country for freshness and taste because it has many formats and flavors.

Technological Factors:

Technology factors also play very important affect on the industry of omore ice cream. Ice cream eating remain popular in the country from olden times, people used to eat Kulfi or Kulfa, but with the advancement of technology, taste of people totally changed. The people started liking ice cream with new flavors introduced by engro food for the omore ice cream that


MARKETING PLANOmore

Ice cream

are almost 24 different formats and flavors which are much tasty.

Product Evaluation

1. In Core Product lik _a _flavor of omore ice cream core

product, our company provides milky chill and flavors and

formats of ice lik_ a _flavors.

2. In actual product its features, packaging, labeling, taste,

flavors, branding and design.

3. It is a consumer product.

4. Omore ice cream is shopping product.

5. Product omore is on its introduction stage.

6. Omore brand contains all characteristics of a good brand. It

creates the consumer equity due to its brand name. It has

24 different brands.

7. The company follows the single -branding strategy for

omore ice cream because it is a newly product for the

company.

8. Its packaging is so safe and beautiful than the competitors.

9. Labeling of omore ice cream tell about the ingredients and

the name of the producer

10. Or engro food limited Pakistan

11. Simple tags related to labeling attach to the package on

which it is mentioned the maker name, place of making,

date of making, its contents, the suggestions for using the

product.

12. Omore provide many features such milky tasty chill and

extra flavors


MARKETING PLANOmore

Ice cream

13. Omore is now available in all the parts of the some cities

of Pakistan. It is not available in the villager areas of the

country. Retailers store the product in the refrigerators that

the company provides to the retailers.

14. Omore is a newly launched product so that it cannot

more shares of the market. It has only 10% shares of total

market. First engro faced a problem with its distribution but

now it’s providing goods properly to some cities.

15.Product overall strengths are its different its quality and its

different formats and flavors.

The product has unique features that differentiate it from

competitors such as low price, beautiful packaging,

more ice cream.

SWOT Analysis


MARKETING PLANOmore

Ice cream

Omore has several powerful strengths on which to build, but

our major weakness is lack of brand awareness and image. The

major opportunity is growing demand for multibranding that delivers

entertainment facilities and provides happiness and other benefits.

We also face the threat of ever-higher competition and downward

pressure on pricing.

Strengths

Strengths are internal capabilities that can help the company reach its

objectives. The engro omore ice includes a fragrance and chilly

flavors.

Engro provide different flavors of omore ice cream and lick a flavors

is one of the best due low price and quality.


MARKETING PLANOmore

Ice cream

Weaknesses

Weaknesses are internal elements that may interfere with the company’s

ability to achieve its objectives. Low awareness of brands among the people

and disturbed network of distribution all over the country.

Strengths Weaknesses

It provide different types of flavors to

provide customers valu

Value pricing

Compatibility with affordable price

and easy available facility also

Lack of brand awareness

and image

Lack of information

provided by the company

Lack of information

about the brand in villages

areas.

Opportunities Threats

Increased demand for

Multiple flavors and formats in the

market.

Availability of diverse

Product life cycle

Availability of product for

consumer and business

Use

Increasing competition

Downward pricing pressure

Compressed product life


MARKETING PLANOmore

Ice cream

Consumer analysis:

Here we will analysis our consumer on following two bases

Few of the characteristics upon which the market has been segmented are discussed below:

GEOGRAPHIC


MARKETING PLANOmore

Ice cream

Omore ice have segmented its market in cities like Lahore, Karachi , Peshawar ,sahiwal, Multan,

Rawalpindi and some other cities of Pakistan and is increasing its distribution network in whole of the

country in next years. such as the cities of sindh, NWFP, balochistan and Punjab..

DEMOGRAPHIC

Demographic variables of omore target market are mostly age and income based. Omore have created

many sorts of ice creams to cater all age groups. Like the income group of 5-100. The most popular

ice creams amongst kids are lick a flavour,stabri, commercial packs are popular in families as whole.

Cater both females and males in the society. If we consider the income segmentation, Is targeting

upper, middle, and lower middle income levels.

PSYCHOGRAPHIC

Engro food segment its product on the basis of lifestyle social class and personality characteristics .The

psychographic segmenting is done on the basis of the taste and health conscious consumer. omore

targeted its market by creating an image of high quality and hygienic products. Omore was for “anyone,

any where and at any time”, this very well explains psychographic characteristic of omore consumer.

Also relating fun and Shugal with ice cream helps depicting the life style of its potential user.

BEHAVIORAL

The behavioral segmentation is done on three different variables that tend to define a particular

behavior or attitude of a consumer. These are:

Occasions – regular occasions, special occasions

Usage rate – thand hai to kya hua!!

Benefits – quality, presentation, taste

TYPICAL BUYING PATTERN

Omore’s lick a flavor enjoys leading the market from the day it came in the business, by

producing a high quality ice cream it has proved itself to be the best in the market. The

nation have a tendency to follow others to the maximum extend. Pakistan is a nation with

a tendency to get influenced by others and especially by Pakistani society. We can


MARKETING PLANOmore

Ice cream

categorize ice cream as fast food, which is a symbol of Pakistani community, so we can

very well imagine ice cream gaining its popularity.

Consumers with high purchasing power are becoming heavy user of products available by

omore. Where else the consumers with very low purchasing power are light users. The

density of user can also be categorized geographically. Omore is more popular in urban

areas.. Although Pakistan is considered a hot climate country generally but it does have

areas with low temperature so omore is not that much consumed in those areas.

Segmentation on Income Classes

1. Upper class

2.Upper middle class

3. Lower middle class

Segmentation on Age

1. Kids

2. Teenagers

3. Adults

Family Item Segmentation.

1. Upper class

2. Lower-Middle Class

3. Upper Middle class

OMORE’S divided its items in to category of individual and family consumption.

And the individual consumption is that of impulse products and usually fort an ice

cream for family consumption one decides what flavor to buy, what quantity to buy

and for how much to buy. On these bases OMORE’S has divided the market of

impulse items on the bases of income classes and demographics.


MARKETING PLANOmore

Ice cream

Competitor analysis

Direct competitors

The direct competitors with respect to omore ice cream are;

Yummy

Hico

IGLOO


MARKETING PLANOmore

Ice cream

CONCLUSION

OMORE CAN GET A LARGE MARKET SHARE WHEN IT GET NATIONAL NEXT YEAR.

PEOPLE ARE RESPONDING POSITIVELY TOWARDS OMORE.

OMORE IS HAVING HIGH MARKET SHARE THEN OMORE.

OMORE HAS TO IMPROVE TASTE AND BRING MORE VARIETIES TO INCREASE ITS MARKET SHARE.

MARKETING STRATEGIES

BRAND STRATEGY

Brand Name:


MARKETING PLANOmore

Ice cream

Brand is the name, sign and the symbol of the product. A name, term, sign, symbol, design, or a combination of these intended to identify the goods or services of a one seller or group of sellers and to differentiate them from those of competitors. The brand name of product is "Omore" which can be easily vocalized. Omore is easily translated into the foreign language. Omore brand name can be extended. Brand name omore is not against the feelings of any religion.

Brand Mark:

Brand mark is a part of brand that appears in the form of a symbol, design, or distinctive coloring or lettering. It is recognized by sight but may not be expressed when a person pronounces the brand name. The management of omore uses pink color for name, Red, yellow and green background, which is

very attractive to the target customers.　

PERISHIBILITY

Required Temp: -18°C.

Life time (Out of freezer): 25 min.

Expiry: 24 months.

PACKING

Packaging: Multiple packaging

Small packs:

• Sticks

• Cones

• Cups

Take home packs:


MARKETING PLANOmore

Ice cream

• ½ liter packs

• 1 liter packs

• Tubs

PRICING

Introduction:

"Price" is one of the most important "P" of the marketing Mix. Pricing is important because it is a reward to the company and must be in hand to complete the other three "P" of the marketing mix.. Pricing decision is very important because the survival of a company in the market depends upon pricing decision. Pricing strategy depends on pricing objectives.

Pricing Objectives

Companies use their price strategies to achieve one or many of the several objectives. They may price for results (sales, market share, and profit) for market penetration or positioning. Pricing objectives may be,

1. Sales volume2. Profit3. Market growth Pricing

Objective of omore are market growth, sales volume and also making profit. To achieve these objectives Omore often add new features in the product and also decrease its price.

Product Line Pricing

Setting the price steps between various productions in product line, based on cost difference between the production, consumer evaluation of features, and competitor's prices. Omore has very long range of its line of products. The various product line of Omore is as follows

ProductIntro. Retail prices(Rs)

Wholesale prices(Rs)

Proposed competitive price for future(Rs)

Orange loly 5 4.25 7Choc head 5 4 8

Lick a flavor10 8.5 15

kulfi 15 13.5 18Nutty chocbar

20 18 22


MARKETING PLANOmore

Ice cream

Mango flavor(ls)

120 110 135

Special cup 150 140 167

PRICE ADJUSTMENT STRATEGIES

Omore uses the same price strategies for all regions. They are giving 16% discount to their wholesalers and 8% to their retailers. Company provides off-season quantity discount (5extra ice cream pieces on the purchase of a cart on to their dealers.

There are major steps in an analysis of competitors after identifying the present and potential close rivals. The analysis consist of examine objectives strategy performance, strength and weaknesses and than predicting the feature behavior of each, including the likelihood that each will change it’s strategy and how it will respond to move make by other.

COMPETITORS

OMORE,S

Strengths

High quality Rich in flavors

Multiple formats

Made with pure milk

Weakness

Weak in distribution network

YUMMY

Strengths

Made with pure dairy milk Low prices

Weakness

Weak distribution network

Lack of brand management


MARKETING PLANOmore

Ice cream

MARKETING OBJECTIVES

OJECTIVES OF OMORES:

The objective of omore's as under: To defend current market share. Sale Growth. Customer satisfaction. Continue product modification and improvement effort to increase customer benefit

and reduce cost. Expand production capacity in advance of increasing demand to avoid stock out. Develop a multiple line extension offering targeted to the need of several users

segment in the market. Meet and beat lower prices or heavier promotional efforts by competitors. Increase satisfaction, loyalty, and repurchase among current customers by building

on existing strengths apple to late adopters with same attribute and same benefit offered to early adopters.

Strength & weaknesses of direct competitors

The direct competitors of omore are well established in all over the country because they have captured the market for a long time ago. Moreover the goodwill and image of the competitors are very high. They have a lot of distributors in all over the Pakistan and they provide every product in time.

These competitors used price penetration strategies in their new product development and earned huge revenue in early stages. With the arrivals of new competitors like omore they have to decrease the prices of their product because of new competitor entry into the market which was charging comparatively low prices.

Indirect competitors

1. Milk

2. Pure water

3. kulfi

Future competitors

The future competitors of omore ice cream are yummy, omores, hico, peddle

and chamman ice cream. These competitors may be a big threat in future for

the omore ice cream and its earning in the future because of they are in huge

market shares and omore has small market share . Now omore is increasing its

market shares by producing more product and services to its target customers.


MARKETING PLANOmore

Ice cream

Marketing objectives

As our company is a new omore introducer in the market that’s why our main

objective of this marketing plan is to make the customers aware of our product

and about the features, quality and services offered. Our main purpose is

neither to make more sales nor more profit but our purpose is only to get the

customer’s attention toward our product. If we succeed in achieve our main

purpose the other goals will be automatically achieved. Our other main purpose

to make a marketing plan for our product is to provide the product to the

customers on home. We will capture our market more then our competitors .

We will also get more market shares than our competitors’.

Marketing strategy

Distribution

One of the competitive advantages of OMORE’S is its availability, which is ensured by extensive

distribution. The distribution of ice cream is different from other products. To keep it in a good form it

must be chilled at appropriate temperature. For this purpose deep freezers are used, which are

provided by the company. However, the running costs are to be paid by the retailer. For this purpose

omore gives a margin of 16% to its retailers\distributors, which is distributed over entire channel.

Pakistan is divided in three major sections.

DISTRIBUTION CHANNEL

Distribution channel consists of all the people and organizations, which are involved, in the physical

distribution of goods. Selection of proper distribution channel is very important aspect because if the

channel is managed efficiently. Companies can save high costs and thus generate profits. The

cooperation of channel members is also of vital importance. Distribution is making the product available

but this availability should ensure that product must be:

If there is any deficiency in any of these basic elements of distribution, the future of product would be

uncertain. Distribution is such an activity, which could decide the fate of the product.


MARKETING PLANOmore

Ice cream

OMORE’S has a Hybrid Distribution System. It reaches different customers through different systems.

OMORE’S is using two types of distribution channels, both are indirect channels.

PRODUCER

DISTRIBUTOR

RETAILER

CONSUMER

This is commonly used, in which the OMORE’S factory send the products to the local distributors who

supply the products to the retailer in the required quantity. The retailer then sells it to the customer. The

specialty and effectiveness of this system is excellent.

The reason for such an excellent distribution system is the distribution policy. If a retailer wants to sell

an ice cream, the investment he needs to do is as:

RetailerSecurity for

the freezers

Investment on

Ice cream products

Board for

advertisement

Total

investment

required

Others 15000 12-15,000 3000 30,000

OMORE’S 10000 12-15,000 1000 15,000

That’s why most retailers are attracted to the OMORE’S. Another important thing which needs to be

discussed about the distribution is that during this distribution channel, the standard temperature of the

cold chain is maintained.

The second type of system was more a short term distribution system which has just for the

introduction stage to actually made the product reach every where and the system was

more of creating awareness than actual retailing purpose. now omore is applying the cycle

distribution system yielded excellent results in terms of sales and creating awareness about

the products. Now the cycle contributes a big percentage of shares in the overall sale of the

company. So this has now become a permanent distribution channel of OMORE’S.


MARKETING PLANOmore

Ice cream

One of the major reasons of early success and clean sweep given by omores is its

availability, which is ensured through extensive distribution. There is not even a single city

in the country where one cannot find a omores freezer or hear the sweet music of the trike

(tricycles), which acts as a direct marketing for it. Thus, OMORE’S has always tried its best

to ensure the availability of the product as close to the customers as possible and OMORE’S

has been very successful in that.

DISTRIBUTION STRATEGIES

There are two main distribution strategies, which OMORE’S has very effectively used.

1. In first strategy include incentives like free deep freezers, discounts on

bulk purchases.

2. Advertising campaign that reminds and persuades customers to buy ice

cream supports 2nd strategy, which is facilitated by price offs, which are

frequently offered by the company.

MARKETING PROMOTIONAL PROMOTION

“Our aim is to spark the taste and feeling of summer in everyone’s day. Life is the name of happines. We constantly provide new products and experiences that excite the senses and inspire people of all ages to 'taste the fun side of life”

Promotion StatementFor any company to capture the market of its own wish and target, promotion plays the most important role in fulfilling the quest for market share. Although the process of promotion is very complex and can be looked in detail:

Ice Cream makes you happy – its official!

Omore carried out scientific research which shows that ice cream actually makes you happy. The study was carried out using FMRI brain scanners, and showed that eatingomore had an immediate effect on the part of the brain that is activated when someone is really enjoying themselves – the please areas.So we now have scientific evidence to prove what we all already knew, that ice cream really does make you happy!　Promotional Strategies:


MARKETING PLANOmore

Ice cream

Promotional strategies omore ice-cream are consistent. It uses Pull strategy for promoting its product because omore spent a lot on advertising and consumer promotion to build up consumer demand.

Promotional ObjectivesPromotional objectives of the omore ice-cream are as follows

Inform the people Persuade the customers Remind the customers

Companies inform the people when they don’t know about the product, persuasion takes place when people already know about the product and company forces them to buy the product and when companies is selling enough quantities of a product it reminds consumers about the product to keep the sales at the same level in future. With promotional tools company can tell about the availability of product, company can justify prices or can communicate the features of the product. Omore is not promoting its products individually because omore believe that the high quality it is providing through its products are more than sufficient to prove its identity. We believe that now there is a need for omore promote its products separately as international competition is coming as well.

PROMOTIONAL TOOLS

1. ADVERTISEMENT

Omore have used all sorts of mediums of mass communication and one to one bases. The mediums used in omore promotional activities are:

1. TV2. Billboards3. News papers4. Magazines5. Radio6. Banners7. Pamphlets8. Stands in shops9. Shop boards10. Sponsorships of pop stars,

actors, models11. Event arrangements


MARKETING PLAN ON omore ice cream

2. SALES PROMOTION

OMORE has been going a number of sales promotion activities like the:

Cycling System/ vendors:

OMORE started its cycling system for awareness but after that its task was modified into doing sales promotions for the company. And also cycling system has proved excellent in terms of sales and promotion.

Discount Coupons:

OMORE launches very low price products for the purpose of both market expansion and sales promotion. Like Solo for Rs.5 and Liter pack for Rs.120 was also to boost sales.

Discounts and Offerings:

Omore offered 16% discount in off-season.

3. PUBLIC RELATIONS

For strengthening itself in relationship markets OMORE is not only going for customer satisfaction but also stressing upon building strong public relations. OMORE has been trying to part in charity activities and also to stay in front in national and religion events.. OMORE uses such occasions to not only promote its sales but also to build strong public relationships through sponsoring events on this day. Moreover, it has recently started organizing colorful Fun Carnivals too, which is totally a family affair. This is just an instance OMORE tries to gain maximum of such opportunities.

a. Customers

Price discountsQuantity discounts

b. Distributors

Shares 25% of the distributors' expensesOff season discounts: 5%

c. Retailers

Free freezers to retailersInvestment on each retailer: Rs. 28000Free freezers’ maintenance

DEPARTMENT OF COMMERCE 28


d. Street VendorsFree TrikesTo strengthen its relationship with the various public and customers Omore sponsors an Art exhibition.

Evaluation, Monitoring & ControlIn order to attack these problems, modern omore use an active policy to provide the product at

home.


Marketing Plan Final555.Doc55

Documents

Transcript of Marketing Plan Final555.Doc55