Marketing presentation

OMORÉSTUDENTS OF LAHORE SCHOOL OF ECONOMICS

BSC ECONOMICS AND FINANCE

HISTORY OF ENGRO Engro stands for “energy for growth”. Incorporated in 1965 as ‘Esso Pakistan

Fertilizer Company’ Name later changed to Exxon limited Exit of Exxon (75% stake) in 1991, the

company underwent an employee led buyout

Finally as Engro

ESTABLISHMENT OF ENGRO FOODS LIMITED (EFL)

Engro Foods Limited was launched in May 2004.

Has two manufacturing sites, one in Sukkur and the other in Sahiwal.

Ice cream factory located at Sahiwal. The ice cream factory’s average

operating capacity is 50,000 liters per day.

OMORE’ 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. Lack of cold storage facilities and

proximity of factory were reason for slow start

KEY FIGURES REGARDING THE GROWTH OF ENGRO AND OMORÉ

Engro has had its gross profit increase from 6917 million rupees in 2008 to 6931 million rupees in 2009

In just a few weeks, Omoré had made sales of Rs10 million on volumes of 76,000 liters.

Ice Cream now has 39 SKUs launched and boasts sales of over 6 million liters.

Ice cream turnover in 2009 was Rs.751 million. Market share 11% , while losses at 461 million.

OTHER PRODUCTS OF ENGRO FOODS Olwell.

Olpers.

Tarang.

Tarka.

Owsum.

LINES OF BUSINESSES OF THE COMPANY Engro VopakTerminal Limited (EVTL)

Engro EximpLimited (EXIMP)

Engro PowerGenLimited (EPGL)

Engro Energy Limited (EEL)

Engro Polymer & Chemicals Limited (EPCL)

Avanceon Limited (EIAL)

SEGMENTATION

Demographic Age

IncomeFamily Size

Geographic

Density

Behavioral

Benefit

Ocassions

TARGET MARKET

Differentiated Marketing Strategy

Families

Individuals (youth and adults)

Children

MARKET POSITIONING Concerned with Perception which

consumers have about products Various bases to categorize the products Positioned as “More for Less” Major challenge in bringing change in the

market Creativity is the core of its marketing

strategy Promoted themselves as full of Happiness

and Art Offered 24 different packs and flavors 3 of

which not offered by any one

Promoted their Quality Major edge over competitors in terms of

ingredients Used Olpers logo on packing to assure

Quality Set new trends in the market Colors depicts Happiness which is present

in Omore ice cream Achieved major brand positioning within

three months

PRODUCT Core Product

Ice Cream- convenience product!

Actual ProductThe brand- Omoré27 flavors of ice cream in different shapes and

quantities.

The product lineFrooze range of cheap ice creams for children. a range of family packsrange targeted towards teenagers as well as

adults.

PRODUCT The packaging style

attractive and colorful available in various designs: cones, cups, tubs

and bar sticks.

High quality level Meets hygienic and nutritious standards.

Augmented Product: provides ingredients and nutrition information

on the packaging contact information for comments and queries

PRICE Product line pricing

Market penetration pricing

Three different classificationsFrooze

(5- 10- 12- 15) RupeesRange of family packs

(150- 120- 105) Rupees Range of individual ice creams

(10-15-20-30) Rupees

PLACE Indirect distribution channel

intermediaries before the final product reaches to the customer

Mobile sellers, aka: Sale Point Dealers (SPDs) increase sales of ice creams increase brand awareness

Available only in 8 cities Due to limited cold storage and production in

the beginning Small distribution network

PROMOTION High marketing expenditure

AdvertisementTVCs

Introductory ad, Frooze and Family PacksTV BloopersSponsoring of TV showsMadison an Vine techniqueStreamers, Decoration of Lahore, Dropping

pamphlets from planesPrint ads

PROMOTION Sales Promotion

Free samples at launchRefrigerators to retailersBanners and decoration in shops

Public RelationsOmore Basant Event, LahoreConcerts

BCG MATRIX

PRODUCT LIFE CYCLE

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