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WALLS VS OMORE
Transcript of WALLS VS OMORE
Manufacturer: Engro Foods Pakistan.
Engro stands for 'energy for growth´.
Logo: Art of Hapiness.
Omoré was launched in March and formally launched on April 6, 2009.
The ice cream was launched in eight cities and towns.
The brand had started with 24 different formats and flavors.
In just a few weeks, Omoré had made sales of Rs10 million onvolumes of 76,000 liters.
The Ice cream factory located at Sahiwal.
Project Description: Comparison of Marketing Strategies
Area of Interest: Icecream Industry
Market Leader: Walls Pakistan
Market Challenger: Omore Pakistan
Project: Marketing Management
Icecream Manufactures in Pakistan
Fresh Milk Icecream
No variations in icecream products.
Not well-distributed in Rural Areas.
Unilever is one of the largest companies of this field and is a subsidiary of proctor and gamble (P&G).
Lever brothers have a sizzling market share of 60% in Pakistan.
Walls came to Pakistan in 1995 establishing the walls factory on Multan road in Lahore.
open ice cream parlor
can introduce diet ice cream
private ice cream parlors
changing gov. policies
Market penetration pricing
Product line pricing
Small Distribution Network
1) Ads on televisions.
2) Radio ads
1) Vehicle Advertising
3)Point of Sale Displays
Promotion mix strategy
( push strategy )
Differentiated Marketing Strategy
Individuals (youth and adults)
Wide variety of
Product line pricing
Omore will need a lot more than trikes and tricks to win over buyers in a market where competitors like Walls are well entrenched
Wali Khan, a superstore owner from Defence, shared that people were eagerly waiting for the launch of
Omore in Karachi. “Their ads have great recall. People keep asking if the ice cream was available.”
Walls has managed to develop a strong working relationship with retailers since it started operations in 1997
Moinkhan, a shopkeeper in Gulshan says"I only have enough space in my store for one freezer, so I got it from Walls. They sell way more than other brands."
Pure milk not used
No variation in taste
Gap in market
Omore is a big threat
Ma'am Afshan Rehman