STUDENTS OF LAHORE SCHOOL OF

ECONOMICS
BSC ECONOMICS AND FINANCE
 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
 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.
 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
 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.
 Olwell.

 Olpers.

 Tarang.

 Tarka.

 Owsum.
 Engro VopakTerminal Limited (EVTL)

 Engro EximpLimited (EXIMP)

 Engro PowerGenLimited (EPGL)

 Engro Energy Limited (EEL)

 Engro Polymer & Chemicals Limited (EPCL)

 Avanceon Limited (EIAL)

Demographic
Age
Income
Family Size
Geographic Density
Behavioral

Benefit

Ocassions
 Differentiated Marketing Strategy

 Families

 Individuals (youth and adults)

 Children
 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
 Core Product
 Ice Cream- convenience product!

 Actual Product
 The brand- Omoré
 27 flavors of ice cream in different shapes and
quantities.

 The product line

 Frooze range of cheap ice creams for children.
 a range of family packs
 range targeted towards teenagers as well as
adults.
 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
 Product line pricing

 Market penetration pricing

 Three different classifications

 Frooze
 (5- 10- 12- 15) Rupees
 Range of family packs
 (150- 120- 105) Rupees
 Range of individual ice creams
 (10-15-20-30) Rupees
 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
 High marketing expenditure

 Advertisement
 TVCs
 Introductory ad, Frooze and Family Packs
 TV Bloopers
 Sponsoring of TV shows
 Madison an Vine technique
 Streamers, Decoration of Lahore, Dropping
pamphlets from planes
 Print ads
 Sales Promotion
 Free samples at launch
 Refrigerators to retailers
 Banners and decoration in shops

 Public Relations
 Omore Basant Event, Lahore
 Concerts
THANK YOU