Omoré

 Omoré was launched in March and formally launched on April 6, 2009.

 Lack of cold storage facilities and proximity of factory were reason for slow start.
 The ice cream was launched in eight cities and towns.
 The brand had started with 24 different formats and flavors.

Marketing Mix:
In order to capture the market successfully, omoré efficiently used marketing mix and became a
good alternative for Pakistani consumer.

Product:

Product Variety:
A wide range of dairy ice creams and frozen desserts.
Quality:
Premium ice cream rich in calcium which is fresh every time and meets hygienic and nutritious
standards.
Product Name:
Froze ice pops, Nutty/ Caramel Cones, Strawberry/Mango/Vanilla Affair, Kulfi, Lick
A Flavor, Froze Cups
Packaging:
High quality and eye-catching packaging. Packaging color ranges from red, blue, yellow, orange
and green. Packaging is colorful in order to attract children.

Price:

Market penetration pricing (A new product pricing strategy to keeping view the competition.
To capture the market, their pricing strategy is based on Competition-based Pricing, the price
of its competitor (Walls) is more or less the same.
Product line pricing classifies as: Froze (10-15-20) Rupees Range of family packs (150-120-
105) Rupees Range of individual ice creams (20-25-30) Rupees.
Placement:

Channels:
Sells directly to the end user through retailers and shopkeepers. This is the trend in Pakistan
followed by many FMCGs.
Coverage:
Omoré ice cream for the time being is only available in limited areas on Punjab, but now it is
available in many cities, still the supplies are very low in other cities in compare to Lahore.
Transport:
Ice creams are transported to retailers and
shopkeepers through private transportation firms e.g. Abu DawoodLogistics and also through a
few trucks owned by the company. This is done in order to remove transportation and vehicle
costs.
Locations:
Available at large/medium sized and small bakeries, grocery stores and pharmacies in many
cities.
Sell their products directly to consumers using cycles and their own personnel.

Promotion:
360°MARKETING TECHNIQUES:
BROADCAST MEDIA:
Ads on televisions.
Radio ads.
Internet (social networking FACEBOOK)
PRINT MEDIA:
Vehicle Advertising.
Outdoor billboards.
Point of Sale Displays.
Advertisements are mostly colorful reminiscent to their ice-cream packaging.
Promotion mix strategy: push strategy (trying to replace Walls deep freezers with omoré by
offering incentives to retailers)