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WALLS VS OMORE

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BBA-ITM19 IIUI PAK

on 26 October 2013

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Transcript of WALLS VS OMORE

WALLS VS OMORE
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.
S.W.O.T Analysis
Project Scope
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
Walls
Omore
Yummy
Hico
Igloo
Strenghts
Fresh Milk Icecream
Low price
Bactofuge technology
Weakness
No variations in icecream products.
Not well-distributed in Rural Areas.
Placement Promotion
Market Segmentation
Attack Strategies
Walls
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.

Marketing Mix
Various product
Quality
Product name
Attractive packaging

Defense Strategies
S.W.O.T Analysis
Street Talk
Placement Promotion
Opportunities
Threats
open ice cream parlor
can introduce diet ice cream
private ice cream parlors
changing gov. policies
Marketing Mix
ProductVariety
Augmented product
Quality
Product Name
Packaging

Product Price
Market penetration pricing
Competition-based pricing
Product line pricing
Indirect Distribution

Small Distribution Network

Location

Direct selling
360°MARKETING TECHNIQUES
BROADCAST MEDIA
1) Ads on televisions.
2) Radio ads
3) Internet
PRINT MEDIA
1) Vehicle Advertising
2)Outdoor billboards
3)Point of Sale Displays
Promotion mix strategy
( push strategy )

Geographic
Demographic
Behavioral
Target Market
Differentiated Marketing Strategy
Families
Individuals (youth and adults)
Children

Guerrilla Atack
Frontal Attack
Product Price
Wide variety of
products.

Product line pricing
intensive distribution

manufacturing units

Indirect Distribution
Strategies:
pull strategies
push strategies
Tools:
advertising
sales promotion
publicity

Market Segmentation
Geographic
Demographic
Behavioral
Target Market
Upper class
upper-middle class
lower-middle class

Preemptive Defense
Walls Omore
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."
Strengths
Weakness
Opportunities
Threats
Widely distributed
Production under
Unilever brand

Pure milk not used
No variation in taste

Gap in market
Omore is a big threat
Group Members:
Irum Ali
Iqra Sabir
Shehwar Tanveer
BBA-ITM19(IIUI)

Course Instructor:
Ma'am Afshan Rehman
Full transcript