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SUBMITTED by:-
MOHAMMED ASIM KHAN SHAHZADA ADEEL
MUHAMMED ARSALAN
FAHIMA FATANI SAMEER RAHMAN
LETTER OF TRANSMITTAL
December 12, 2011
Miss Saadiyeh Saeed,
Institute of Business Management,
Korangi Creek, Karachi.
Dear Madam,
We take enormous pride in submitting you the comprehensive report for the course MBR. Our
report is based on the analysis of Omore’s position in our local ice cream industry.
This report gives far-reaching information about the factors influencing Omore’s demand and
provides detailed analysis of the subject..
Adhering with all your requirements, we wish that you will find the report inclusive in matter
and framework. However, if you require any help in interpreting the report, we are keen to help
you.
OMORE Page 2
LETTER OF AUTHORIZATION
Dear Reader,
The report prepared on “Omore ice cream” was authorized by Miss Saadiyah Saeed, instructor
for “MBR” at the Institute of Business Management (IoBM), on December 12, 201.
The report extensively covers all the aspects of business research methods which we were asked
to apply and provides extensive details on the topic.The report is one of the pre-requisites for the
course of MBR.
Sincerely,
OMORE Page 3
TABLE OF CONTENTS
LETTER OF TRANSMITTAL.......................................................................................................2
LETTER OF AUTHORIZATION..................................................................................................3
TABLE OF CONTENTS................................................................................................................4
EXECUTIVE SUMMARY.............................................................................................................5
INTRODUCTION...........................................................................................................................6
METHODOLOGY..........................................................................................................................7
SAMPLE..........................................................................................................................................7
RESULTS........................................................................................................................................8
ANALYSIS OF THE QUESTIONS...............................................................................................9
CONCLUSION..............................................................................................................................35
RECOMMENDATIONS...............................................................................................................37
APPENDIX....................................................................................................................................38
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EXECUTIVE SUMMARY
This research is a descriptive research with in-depth analysis on Omore’s position in the market.
This report is based on the data collected through self administered questionnaires and
interpretation on the results that were gathered. 150 is taken as the sample size and stratified
sampling on the basis of age.
OBJECTIVES
To find out omores current position in market in terms of preference and consumption
1. Perceptions about omore which could help in improvement of the product, service and
availability
2. The fundamentals behind the purchase decision
3. Effectiveness of different promotional strategies and their evaluation.
RESULTS
Results are based on the questions that were asked
1. Omore rank second in the mind share within the Ice cream industry
2. Consensus on ice cream consumption once a week
3. High brand consciousness when buying an ice cream
4. Advertisement influences buying decision
5. Overall good perception of Omore
6. Unavailability affects the demand
CONCLUSION
Consumers consider Omore as a “good” brand not “excellent”
RECOMMENDATIONS
1. Develop Better affiliation of brand to product
2. Retain Consumers:
3. Brand Image Development
4. Target Female consumers
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5. Availability
INTRODUCTION
OMORÉ Ice Cream is a famous ice cream brand in Pakistan. It is manufactured by Engro
Foods Limited. The brand OMORÉ has been well established since 2009. OMORÉ has a fully
automatic ice cream manufacturing facility, and has a production capacity capable of producing
more than 4.5 million liters of dairy ice cream a year. It is marketed in major cities of Punjab.
OMORÉ Ice Cream has initially introduced to limited cities across Pakistan such as Karachi,
Islamabad, Multan, Lahore, Sahiwal. Today, the OMORÉ brand is considered to be the favorite
in its hometown Lahore. OMORÉ Ice Cream produces a variety of flavors, including chocolate,
vanilla, mango, strawberry, orange, kulfi, caramel as well as many more. OMORÉ Ice Cream is
one of the few brands in Pakistan to manufacture pure dairy ice cream. After almost 2 years of its
launch, Karachi has finally tasted omore.
Hence conducting a research at this stage seems to be a necessity in order to obtain feedback on
the following context, quality taste service availability general perceptions preferences and
reputation in the market
The study is a composition of self-administered questionnaires filled by a sample of 150 people
from the target population and hence was a result of constructive data collection.
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METHODOLOGY
The study was conducted through self-administered questionnaires that were distributed and
collected by the group members and resulted in ease of data collection and an economical source
that wasn’t time consuming.
TYPE
It is a descriptive research as it didn’t include problem identification but the market position of
Omore and evaluation statistics occupied through the questionnaires. As mentioned in the start of
the report, the basic objectives were to have a quick look at the market evaluations of Omore
brand for improvement purposes.
SAMPLE
POPULATION
Population includes the habitants of Karachi, people who are ice cream lovers and find it
important when it comes to sweet dish.
SAMPLING METHOD
Stratified sampling is used as the sampling bases but as the funds are limited, effective measures
to conduct the research could not be implemented. The population was divided into three stratas
on the basis of age that is 18-, 18-25, 25+. After which people were selected on the basis of
convenience as of the limited funds.
SAMPLE SIZE
Sample size of 150 was selected as instructed by our teacher Miss Saadiyeh Said
OMORE Page 7
RESULTS
The questionnaire included 13 questions which are presented with their results below. The results
are based on two areas:-
1. Age based
2. Gender based
As seen on the basis of age groups made 29 out of 150 participants were under the age of 18
while 92 were between 18 and 25 and the rest (29) were above the age of 25.And on the basis of
gender 78 participants out of 150 were males and the rest (72) were females.
OMORE Page 8
ANALYSIS OF THE QUESTIONS
1. AGE OF THE PARTICIPANT * MOST PREFERED SWEET DISH Cross tabulation
Expected Count
MOST PREFERED SWEET DISH
TotalCUSTARD CAKE ICECREAM FALOODA OTHER
AGE OF THE PARTICIPANT 18- 1.4 7.7 18.0 1.0 1.0 29.0
18-25 4.3 24.5 57.0 3.1 3.1 92.0
25+ 1.4 7.7 18.0 1.0 1.0 29.0
Total 7.0 40.0 93.0 5.0 5.0 150.0
As analysed from the data the figures suggest that the majority of the participants from all 3 age
groups answered that the most preferred sweet dish is ice-cream, 93 out of 150 participants
answered that they prefer ice-cream, 40 answered that they prefer have a cake as a sweet dish
while the rest of the 17 answered amongst custard, falooda and other.
OMORE Page 9
GENDER * MOST PREFERED SWEET DISH Cross tabulation
Expected Count
MOST PREFERED SWEET DISH
TotalCUSTARD CAKE ICECREAM FALOODA OTHER
GENDER MALE 3.6 20.8 48.4 2.6 2.6 78.0
FEMALE 3.4 19.2 44.6 2.4 2.4 72.0
Total 7.0 40.0 93.0 5.0 5.0 150.0
For the same question 48 out of 78 male participants said that they prefer ice-cream 21 said that
they prefer cake and the rest of the responses were amongst falooda, custard and other.
The female participants 44 out of 72 answered in favor of ice-cream and 19 for cake and the rest
in favor of custard, falooda and other.
OMORE Page 10
2. When you think of ice-cream, what is the brand that comes first in your mind?
Expected Count
MIND SHARE
TotalWALLS OMORE IGLOO HICO OTHER
AGE OF THE PARTICIPANT 18- 15.7 8.5 .6 1.9 2.3 29.0
18-25 49.7 27.0 1.8 6.1 7.4 92.0
25+ 15.7 8.5 .6 1.9 2.3 29.0
Total 81.0 44.0 3.0 10.0 12.0 150.0
The data suggests that all 3 age groups have answered in the favor of wall’s coming first to their
minds first when they think about ice-cream as 81 out of 150 have answered in favor of walls, 44
of 150 have answered for Omore, 3 for igloo, 10 for Hico and 12 for others. This means that
walls is the leading brand in ice-cream and it is the 1st name that comes into people’s mind when
it’s about ice-cream. Another thing noticed was that neither of the participants under 18
answered for any ice-cream other than walls and Omore. Omore is even good because it is new
and yet it has managed to capture 30% of the mindshare for ice-cream.
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When you think of ice-cream, what is the brand that comes first in your mind?
Expected Count
MIND SHARE
TotalWALLS OMORE IGLOO HICO OTHER
GENDER MALE 42.1 22.9 1.6 5.2 6.2 78.0
FEMALE 38.9 21.1 1.4 4.8 5.8 72.0
Total 81.0 44.0 3.0 10.0 12.0 150.0
As on the basis of gender 42 of 78 males and 39 of 72 females answered in the favor of walls
which makes walls being the leader in having the mind share. Omore is on number 2 as 23 of 78
males and 21 of 72 females said that the first name that comes to their mind is Omore when it’s
about ice-cream. Igloo and Hico come at the bottom of the mindshare list.
OMORE Page 12
3. How often do you have ice-cream?
Expected Count
FREQUENCY OF CONSUMPTION
TotalEVERYDAY ONCE A WEEK
ONCE A
MONTH
OCCASIONALL
Y
AGE OF THE PARTICIPANT 18- 6.6 13.5 5.6 3.3 29.0
18-25 20.9 42.9 17.8 10.4 92.0
25+ 6.6 13.5 5.6 3.3 29.0
Total 34.0 70.0 29.0 17.0 150.0
On the basis of age groups the majority from the participants under the age of 18 said that they
had ice-cream once a week and almost an equal response between having ice-cream everyday
and having ice-cream once a month. The response from the participants between the ages of 18
and 25 suggested that the majority of them has ice-cream once a week (43 out of 92), response
were almost equal again of having ice cream every day and having ice-cream once a month. The
participants over the age of 25 even said that they had ice cream once a week and the responses
thus from all age groups were the same in ratios. We can say that people mostly have ice cream
once a week.
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How often do you have ice-cream?
Expected Count
FREQUENCY OF CONSUMPTION
TotalEVERYDAY ONCE A WEEK ONCE A MONTH OCCASIONALLY
GENDER MALE 17.7 36.4 15.1 8.8 78.0
FEMALE 16.3 33.6 13.9 8.2 72.0
Total 34.0 70.0 29.0 17.0 150.0
On the basis of gender it is seen that 36 out of 78 males and 33 out of 72 female participants said
that they have ice-cream once a week. On the 2nd rank the results of having ice-ream everyday
and having ice-cream once a month because 18 male and 16 female participants suggested that
they had ice-cream everyday where as 15 male and 14 female participants said that they had ice-
cream only once a month. The rest of the respondents were from the minority who answered
‘occasionally’
OMORE Page 14
4. Are you brand conscious when it comes to buying ice-cream
Expected Count
BRAND CONCIOUS IN BUYING
TotalYES NO
AGE OF THE PARTICIPANT 18- 15.3 13.7 29.0
18-25 48.5 43.5 92.0
25+ 15.3 13.7 29.0
Total 79.0 71.0 150.0
On the basis of age groups participants under the age of 18 mostly replied ‘yes’ to being brand
conscious but there was not a significant difference between the people who answered yes and
no. same goes for the age group of 18 to 25 because 48 of 92 participants replied that they are
conscious while the rest of the 44 replies that they weren’t brand conscious about ice-cream. But
a major thing was noticed that the respondents over the age of 25 were less brand conscious than
the rest of the groups.
OMORE Page 15
Are you brand conscious when it comes to buying ice-cream
Expected Count
BRAND CONCIOUS IN BUYING
TotalYES NO
GENDER MALE 41.1 36.9 78.0
FEMALE 37.9 34.1 72.0
Total 79.0 71.0 150.0
On the basis of gender it shows that the male participants who answered ‘no’ to being brand
conscious about ice-cream were more than those who answered yes whereas amongst the female
population the number of female participants who said they were brand conscious about ice-
cream was more than those who said that they weren’t. Hence we can say that the female
participants are slightly more brand-conscious about ice cream than the male participants.
OMORE Page 16
5. Does an advertisement of ice-cream make you want to have ice-cream?
Expected Count
INFLUENCE OF ADVERTISEMENT
TotalYES SOMETIMES NO
AGE OF THE PARTICIPANT 18- 11.2 13.0 4.8 29.0
18-25 35.6 41.1 15.3 92.0
25+ 11.2 13.0 4.8 29.0
Total 58.0 67.0 25.0 150.0
On the basis of age groups participants under 18 answered that they are sometimes influenced by
the advertisements and the rest answered yes and no. participants between the age of 18 and 25
majorly answered yes that their demand for ice-cream is influenced by and advertisement of ice-
cream where as participants over the age of 25 majorly said that their demand for ice-cream is
not influenced by an advertisement. Hence advertisements can influence the demand of the
people of the age between 18 and 25; their demand is sensitive to advertisement influence.
OMORE Page 17
Does an advertisement of ice-cream make you want to have ice-cream?
Expected Count
INFLUENCE OF ADVERTISEMENT
TotalYES SOMETIMES NO
GENDER MALE 30.2 34.8 13.0 78.0
FEMALE 27.8 32.2 12.0 72.0
Total 58.0 67.0 25.0 150.0
On the basis of gender the male participants majorly answered that their demand for having ice-
cream is sometimes and not always influenced by advertisements. Whereas the female
participants mostly answered ‘yes’, meaning that their demand for ice-cream is sensitive to
advertisement. It suggests that advertisement can be a useful tool to increase the demand for ice-
cream amongst the female population and also the population between the ages of 18 to 25.
OMORE Page 18
6. You have recently gone across an advertisement of?
Expected Count
RECENTLY WENT ACROSS AN ADVERTISEMENT
TotalWALLS OMORE HICO IGLOO
AGE OF THE PARTICIPANT 18- 6.4 21.1 .8 .8 29.0
18-25 20.2 66.9 2.5 2.5 92.0
25+ 6.4 21.1 .8 .8 29.0
Total 33.0 109.0 4.0 4.0 150.0
All the age groups mostly answered that they had gone across an advertisement of Omore
recently and some of the participants answered that they had gone across advertisements of
WALLS lately. This means that Omore has been advertising more than walls lately as the
majority of the age classes say that they have been through an advertisement of Omore.
OMORE Page 19
You have recently gone across an advertisement of?
Expected Count
RECENTLY WENT ACROSS AN ADVERTISEMENT
TotalWALLS OMORE HICO IGLOO
GENDER MALE 17.2 56.7 2.1 2.1 78.0
FEMALE 15.8 52.3 1.9 1.9 72.0
Total 33.0 109.0 4.0 4.0 150.0
Analyzing on the basis of gender both male and female participants suggest that they have been
went across an advertisement of Omore which also means that the brand advertisement recall is
stronger for Omore as compared to Walls and other brands but walls according to the stats has
not fallen below the number 2 position. Also that on the basis of gender and age, the participants’
response suggests that the brand advertisement recall is very weak for Igloo and Hico and is not
comparable with that of walls and Omore.
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7. Your overall perception of Omore
Expected Count
OVERALL PERCEPTION OF OMORE
TotalEXCELLENT GOOD AVERAGE POOR
AGE OF THE PARTICIPANT 18- 4.1 14.7 9.1 1.2 29.0
18-25 12.9 46.6 28.8 3.7 92.0
25+ 4.1 14.7 9.1 1.2 29.0
Total 21.0 76.0 47.0 6.0 150.0
On the basis of age classes we can see that participants under the age of 18 suggest majorly that
Omore is ‘Good’ and the rest of them say that their perception of Omore is ‘excellent’.
Participants between the ages of 18 and 25 say mostly that Omore is ‘good’ whereas some
people think that it’s average, some think that its ‘excellent’ while the rest think that their
perception of Omore is ‘poor’. Participants over the age of 25 have answered majorly between
‘good’ and ‘average’. This suggests that Omore’s overall perception is good and there is space
for improvement.
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Your overall perception of Omore
Expected Count
OVERALL PERCEPTION OF OMORE
TotalEXCELLENT GOOD AVERAGE POOR
GENDER MALE 10.9 39.5 24.4 3.1 78.0
FEMALE 10.1 36.5 22.6 2.9 72.0
Total 21.0 76.0 47.0 6.0 150.0
On the basis of gender the data suggests that the male population’s perception of Omore is good
and the female population’s perception of Omore is also good with a slight decline to ‘average’.
This means that Omore should develop strategies to improve their perception amongst the
population because there is room for improvement.
OMORE Page 22
8. What influenced you to try Omore?
Expected Count
INFLUENCED PEOPLE TO TRY OMORE
Total
COLOURFUL TV
ADS BILLBOARDS
WORD OF
MOUTH CURIOSITY
AGE OF THE PARTICIPANT 18- 13.7 6.4 3.7 5.2 29.0
18-25 43.5 20.2 11.7 16.6 92.0
25+ 13.7 6.4 3.7 5.2 29.0
Total 71.0 33.0 19.0 27.0 150.0
On the basis of age classes the major factor which made people try Omore was the colorful TV
ads which Omore used at the time of its launch. A majority from all three age groups voted for
the TV ads influencing them to try Omore. Whereas people also got influenced to try Omore
because of curiosity, billboards and the word of mouth by other people like friends, family and
etc. but we can surely say that the colorful TV ads played the most vital role in influencing the
people to try Omore.
OMORE Page 23
What influenced you to try Omore?
Expected Count
INFLUENCED PEOPLE TO TRY OMORE
Total
COLOURFUL TV
ADS BILLBOARDS
WORD OF
MOUTH CURIOSITY
GENDER MALE 36.9 17.2 9.9 14.0 78.0
FEMALE 34.1 15.8 9.1 13.0 72.0
Total 71.0 33.0 19.0 27.0 150.0
On the basis of gender both male and female participants mostly voted for colorful TV ads
influencing the need to try Omore. But there was an interesting finding that the male population
which voted for ‘curiosity’ was more than that of the female population for the same option. This
means that apart from TV ads being the major influence, a significant proportion of the male
population was influenced by their curiosity to try Omore. Meaning that the population can be
more curious to try Ice-cream than the female population.
OMORE Page 24
9. Which one of these is the most important factor when buying ice-cream
Expected Count
AN IMPORTANT FACTOR
TotalPRICE TASTE QUALITY
BRAND
LOYALTY
AGE OF THE PARTICIPANT 18- 2.1 16.6 7.9 2.3 29.0
18-25 6.7 52.7 25.1 7.4 92.0
25+ 2.1 16.6 7.9 2.3 29.0
Total 11.0 86.0 41.0 12.0 150.0
A majority of participants from all three age classes voted for taste being the most important
factor when it comes to buying ice-cream. Participants above the age of 18 even voted for quality
of the ice-cream being an important factor. Thus it can be deduced that taste and quality should
be stressed upon if companies want their ice-cream to be successful and popular. Price was also
voted as important factor but only by some participants under the age of 25. This may be because
people under the age of 25 might be price conscious. Participants above 25 did not think at all
that the most important factor is price.
OMORE Page 25
Which one of these is the most important factor when buying ice-cream
Expected Count
AN IMPORTANT FACTOR
TotalPRICE TASTE QUALITY
BRAND
LOYALTY
GENDER MALE 5.7 44.7 21.3 6.2 78.0
FEMALE 5.3 41.3 19.7 5.8 72.0
Total 11.0 86.0 41.0 12.0 150.0
As judged on the basis of gender, both male and female participants voted mostly for taste of the
ice-cream being the most important factor. A significant number of participants even voted for
quality of the ice-cream being the most important factor.
OMORE Page 26
10. Having a popular brand ambassador or celebrity endorsement raises the demand for a product
Expected Count
CELEBRITY ENDORSEMENT RAISES DEMAND
Total
STRONGLY
AGREE AREE NEUTRAL DISAGREE
STRONGLY
DISAGREE
AGE OF THE PARTICIPANT 18- 3.1 13.0 9.1 3.1 .8 29.0
18-25 9.8 41.1 28.8 9.8 2.5 92.0
25+ 3.1 13.0 9.1 3.1 .8 29.0
Total 16.0 67.0 47.0 16.0 4.0 150.0
A majority of participants under the age of 25 voted to agree with the statement that it does raise
the demand for a product while participants over the age of 25 mostly remained neutral and did
not part on either side. There were some participants who even disagreed to the statement but
they did not have a significant number.
OMORE Page 27
Having a popular brand ambassador or celebrity endorsement raises the demand for a product
Expected Count
CELEBRITY ENDORSEMENT RAISES DEMAND
Total
STRONGLY
AGREE AREE NEUTRAL DISAGREE
STRONGLY
DISAGREE
GENDER MALE 8.3 34.8 24.4 8.3 2.1 78.0
FEMALE 7.7 32.2 22.6 7.7 1.9 72.0
Total 16.0 67.0 47.0 16.0 4.0 150.0
On the basis of gender most of the male participants and most of the female participants agreed,
with the responses ranging from ‘strongly agree’ to ‘agree’ to the statement that celebrity
endorsement does raise the demand for a product. Mostly female participants voted to stay
neutral about the statement whereas the number of disagrees was higher in the male population
as compared to that of the female. Hence it is deduced that having a popular brand ambassador or
celebrity endorsement raises the demand for a product.
OMORE Page 28
11. Rigorous marketing campaigns do increase the demand for a certain brand of ice-cream
Expected Count
MARKETING CAMPAIGNS INCREASES DEMAND
Total
STRONGLY
AGREE AGREE NEUTRAL DISAGREE
AGE OF THE PARTICIPANT 18- 6.0 18.2 4.4 .4 29.0
18-25 19.0 57.7 14.1 1.2 92.0
25+ 6.0 18.2 4.4 .4 29.0
Total 31.0 94.0 23.0 2.0 150.0
On the basis of age classes all the groups of participants agreed to the statement by either voting
for ‘strongly agree’ or ‘agree’ others voted to stay neutral and a very insignificant number of
participants chose to disagree with the statement.
OMORE Page 29
Rigorous marketing campaigns do increase the demand for a certain brand of ice-cream
Expected Count
MARKETING CAMPAIGNS INCREASES DEMAND
Total
STRONGLY
AGREE AGREE NEUTRAL DISAGREE
GENDER MALE 16.1 48.9 12.0 1.0 78.0
FEMALE 14.9 45.1 11.0 1.0 72.0
Total 31.0 94.0 23.0 2.0 150.0
On the basis of gender, both male and female participants mostly agreed to the statement by
choosing strongly agree and agree. While some chose to stay neutral. However it was seen that
only the female participants although a small number, disagreed to the statement. To sum it up it
is deduced from the survey that rigorous marketing campaigns do increase the demand for a
certain brand of ice-cream and it can be used as a tool to generate popularity for a brand and to
boost its sales.
OMORE Page 30
12. The unavailability of a certain brand of ice-cream ruins the demand for that brand
Expected Count
UNAVAILABILITY RUINS DEMAND
Total
STRONGLY
AGREE AGREE NEUTRAL DISAGREE
STRONGLY
DISAGREE
AGE OF THE PARTICIPANT 18- 7.7 13.3 4.6 2.7 .6 29.0
18-25 24.5 42.3 14.7 8.6 1.8 92.0
25+ 7.7 13.3 4.6 2.7 .6 29.0
Total 40.0 69.0 24.0 14.0 3.0 150.0
The data suggests that participants from all age groups agreed to the statement that unavailability
can ruin the demand for that brand. While some participants over the age of 18 even disagreed to
it because they said that being brand loyal was more of an important factor for them. Some
participants told us that they agree to it keeping Omore’s case in mind when Omore had created
the demand by advertising a lot but the ice-cream was not available in the market. This hence
ruined the demand for Omore’s ice-cream when it later came to the market
OMORE Page 31
The unavailability of a certain brand of ice-cream ruins the demand for that brand
Expected Count
UNAVAILABILITY RUINS DEMAND
Total
STRONGLY
AGREE AGREE NEUTRAL DISAGREE
STRONGLY
DISAGREE
GENDER MALE 20.8 35.9 12.5 7.3 1.6 78.0
FEMALE 19.2 33.1 11.5 6.7 1.4 72.0
Total 40.0 69.0 24.0 14.0 3.0 150.0
Participants from both genders agreed to the statement by choosing to strongly agree and agree.
There were a few who disagreed to the statement from both genders but generally there was no
significant difference in the responses by the two genders. Hence the data provides enough
evidence to prove that the unavailability of a certain brand of ice-cream can hamper the demand
of that brand.
OMORE Page 32
13. Which of these flavors do you prefer the most in ice-cream?
Expected Count
MOST PREFERRED FLAVORS
TotalVANILLA CHOCOLATE STRAWBERRY MANGO
AGE OF THE PARTICIPANT 18- 3.7 17.6 4.1 3.7 29.0
18-25 11.7 55.8 12.9 11.7 92.0
25+ 3.7 17.6 4.1 3.7 29.0
Total 19.0 91.0 21.0 19.0 150.0
The majority of the participants in all three groups voted for chocolate. Participants under 18 did
not vote at all for vanilla where as participants over the age of 18 years apart from the ones who
chose chocolate, some even chose vanilla, strawberry and mango. But the leading demand goes
in the favor of chocolate flavor. Omore should concentrate on expanding the range of chocolate
ice-creams to capture a larger market
OMORE Page 33
Which of these flavors do you prefer the most in ice-cream?
Expected Count
MOST PREFERRED FLAVORS
TotalVANILLA CHOCOLATE STRAWBERRY MANGO
GENDER MALE 9.9 47.3 10.9 9.9 78.0
FEMALE 9.1 43.7 10.1 9.1 72.0
Total 19.0 91.0 21.0 19.0 150.0
On the basis of gender yet again chocolate is the most popular choice in both male and female
participants. However the number of male participants in favor of vanilla was more than that of
female participants. Female participants preferred to vote strawberry more than the male
participants who voted for strawberry and mango was seen to be equally voted for by both the
genders. Omore should keep chocolate as the first priority for concentration, strawberry at
number 2, mango at number 3 and vanilla at number 4 of the priority list
limitations
OMORE Page 34
CONCLUSION
Our results show very little variation in responses from all age groups. Even responses from both
genders seem to be uniform with one another. As per our results we conclude that ice-cream is
the most popular sweet dish amongst all age groups young and adults. Cake as a sweet dish is the
second most popular sweet dish again amongst all groups even if analyzed according to gender.
When asked what brand they think of first when asked of ice-cream Walls the most popular
brand. Although Omore came in quiet close in the 18-25 age group segment with 30% and 40%
in total they still need to struggle harder to take walls place in the minds of the consumers. Walls,
being one of the oldest market players, has an excellent brand image established in the minds of
the ice-cream loving market. Similarly these Ice cream eaters are also very brand conscious. The
research proves consumers being aware and loyal of the brand of ice-cream they eat. Meaning
with walls being the leading brand consumers most aware about has also established a strong
loyal consumer base.
The second link we found was that consumers like to eat ice-cream quiet often. They
prefer it once a week or almost every day with male preferring to have ice-cream more
frequently with giving highest priority to taste of ice-cream followed by the quality consistently
being provided to them. As per our result , males are more concerned about taste than females
but however quality plays a significant role in both segments preference. In an overall evaluation
taste is the superior and most important factor that consumers look for in ice-cream which then
followed by consistency in quality.
Advertisements also play a significant role in driving consumers towards consuming ice-
cream. 25% of respondents confirmed that advertisements create a feeling of consuming ice-
creams. Majority of respondents replied with “sometimes” again leading to a positive relation
towards ice-cream advertisements. Females are most sensitive to this science. Results conclude
that ice-cream advertisements are more effective on females than males. When we asked them to
recall , what ad they had recently scene or could remember , over 60% of respondents replied
with Omore. Brands such as Hico and Igloo were completely lost in this segment but still walls
managed to come in with a good 20%(approx) share. Nonetheless, Omore has clearly started to
push itself into the minds of consumers by making sure it’s ads are remembered by consumers.
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Even though most participants remained to stay neutral to response of whether rigorous
advertising would lead to better sales most males and females agreed to the statement.
Consumers believe consistent exposure to an ad of a particular brand would lead them to want
more of that brand. They would also prefer to see popular brand ambassadors in these ads.
Further analysis indicates that it was the tv ads that persuaded consumers to experience
Omore for the first time. This was followed by billboards hence the two most popular channels
to target masses were effectively used in Omore’s market campaign. This experience let us to
evaluate it’s overall perception. Consumers consider Omore as a “good” brand not “excellent” .
Some female respondents also decline to rating Omore as an “average” brand.
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RECOMMENDATIONS
As per conclusion we make few recommendations to Omore which may help better their stance
in the market against walls.
Develop Better affiliation of brand to product.
Even though rigorous advertising has generated consumer demand and liking to the brand, the
marketing strategy has failed to affiliate the brand OMORE to the product ICE-CREAM.
Consumers still think of Walls when asked about ice-cream. The marketing campaign must still
focus on building better affiliation between the two.
Retain Consumers:
If consumers are having ice-cream once a week and most consumers think of walls then Omore
is losing heavy sales. Hence they must build better strategy to retain consumers after they have
experienced Omore for the first time. Consistency in advertising budget and efforts may help
achieve this.
Brand Image Development:
Omore as a brand is still only perceived as Good or Average. It must develop strategies to
improve this perception and further increase ratings of Omore as an independent brand.
Target Female consumers:
As per our result we concluded that in most areas ratings from female respondents were less in
favor than male respondents. Omore should try and change the perception of these respondents
and further develop brand liking amongst population.
Availability:
Although Omore has a very powerfull and widespread distribution channel , Walls has a better
one. Availability of Omore brand must be in competition with Walls otherwise Omore will
eventually start losing consumers loyalty.
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