omore's triumph over wall's
TRANSCRIPT
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Live from the Branded Cities of Pakistan, this blog tracks tactics initiated by brand managers.
Mr & Mrs Brand Manager's Deeds
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Tuesday, March 1, 2011
Omore's triumph over Wall's ?
Finally, the girls in the brand management team of Wall's have a menly
competition from a budding icecream brand" omore.Let's review how these
two teams are using their brand guns to shot at each other.
PAK BRANDS : OMORE AD CAMPAIGN VS WALLS AD CAMPAIGNS
In the
first
week
of
Feb
(around Feb 4th 2011) Omore begins their passive campaign in Karachi.Wall's icecream fridges were pushed away from the forefront and replaced by
bright pink Omore Fridges.Thus,distribution began.And Omore fridges
became ubiquitous across Karachi.The brand name were placed adjacent to
the general stores ,and ice cream trollies could be seen roaming around the
city.
The girls at Wall's were watching covertly Omore Boys' plans unleashing. But
they did take an instant action,just for the sake of doing something, they
placed Wall's branded buntings at the top of general stores just to give a
stare at Omore boys.
Almost 1.5-2 weeks later , the girls finally fired their first branded shot
at omore by doing ATL advertising. The city was taken over by Wall'sMango Cone supplemented by a TVCs of the same. Yea , definitley a good
idea to advertise a Rs 30 Mango Cone ahead of the Mango season.This was
the first competitive move by wall's.
Omore billboard and Walls billboard! Tug of WAR!
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▼ 2011 (4)
▼ March (2)
Omore's triumph over Wall's ?
"Khamoshi Ka Boycott"
Downs "Uth package" &
"JAZBA...
► April (2)
Campaign Menu
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Just a few days later , Omore boys upstaged the Wall's Mango cone
campaign by bursting their launch campaign. " Karachi ka Dil khushiyoon se
Fill " , their tagline which was placed on all billboards across the city. The
Omore boys further displayed their talent by placing miniatures of karachiland marks and card board portrayal of rides at the land encircled by various
roundabouts around the city
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Moreover, they also announced the launch of
their first brand activation program through a
billboard in which they had planned a carnival.All these activites almost happened
simaltaneously.After a gap of few days
,assuming that consumers have become familiar
to omore , a TVC announcing their brand
activation program , a carnival, comes on air.But
why was Sahir Lodhi chosen for this TVC,
perhaps , to attract masses.This 1 week event
took place 3 weeks after commencement of
distribution and thus almost 1.5 weeks after ATL advertisng.
How can they forget digital marketing , a
facebook application designed by
"hebrandcrew" which asks users to play
puzzle has already been liked by more than
47000 people.
PAK BRANDS: OMORE AD CAMPAIGN VS WALLS AD CAMPAIGNS
Another prominent move by the omore boys which took the
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Wall's girls by surprise was the " even in karachi we are on
the top" billboard deliberately placed above the Wall's
mango cone billboards. I am sure the Girls never saw that
one coming in. But is this a message to the girls that omore
smoked Wall's in Lahore or are the Omore boys just being
over smart here. Let the Sales Tally do the talking!
Some more Omore launch ad campaign(OOH).
On March 11th, a little less than a month since Wall's last Mango
campaign was launched,they have rolled out another TVC on another
favorite flavor " Caramel and Chocolate". This ad showed a family with two
kids while the former campaign was targeted at the youth. It's quitenoticeable that two main flavors were used by Wall's to counter Omore. Both
these campaigns are international so one thing can be assured that Wall's is
not going to be investing in any creative OOH like Omore is doing currently.
March 13th, Omore ice cream goes for content sponsoring for shows that
portray laughter,smiles and happiness, thus they have chosen these
programs for sponsorship on Geo Tv: Dolly Ki Aa Gayi Barat on , Shashlik &
Nadaniyan . The most noticeable aspect for learning : Both the Karachi
segment and Lahore segment were kept in mind while choosing these plays.
Dolly ki Barat and Shashlik are both punjabi based especially Dolly with its
language and Shashlik with its cast. Similarly, Nadaniyaan is urban and fit for
Karachi market.
OMORE AD CAMPAIGN VS WALLS AD CAMPAIGNS
Marach 15th , Wall's 3rd fire using its another Top brand Choc Bar , a
TVC which shows that now choc bar comes is 20% bigger and also that
sending empty pakcs of Choc Bar will win you prizes.
Learning : Wall's competed against Omore so far using its top 3 brands ,
Corenetto, Caramel and Chocolate tubs and Choc Bar. Wall's is reminding
consumers that Walls has all their fav brands. Can omore's frooze defy this
brand war or omore is just another weak brand.
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March 22 , Wall's 4th TVC, this time for masses , using a very cheap tone
to win over consumers to buy a mango ice cream tub and also giving them a
chance to win prizes be sending the branded wrapper of the ice cream.
Learning: Starting from Cornetto, two in one tub(caramel+ chocolate) , 15%
extra chocbar, and now mango ice cream with a chance to win expensive
items. One conclusion is noticeable , this streak shows that the brandmanagers have done two things : 1) trying to outclass omore by rolling our
their biggest brands 2) putting add-ons like incentive ( theoretically called :
operant conditioning) 3) different audiences were hit , youth for cornetto ,
then choc bar people , family in case of two in one tub and now the masses
through their mango tub ad. A spread out strategy.
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PAK BRANDS: OMORE AD CAMPAIGN VS WALLS AD CAMPAIGNS
March 23rd : Omore rolls out on TV edited footage of its brand activation
event. Seems a low quality video but focused on masses.
In the start of April, omore put another branded ad focused on making its
positioning stronger. Another streotype of classical conditioning.
Badami tub ad campaign :
On the other hand , another fire from Wall's, this time in the 2nd week of
April , as Wall's launch of Badami tub with an attractive billboard designedas a truck is seen everywhere.
The new Badami tub TVC :
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PAK BRANDS : OMORE AD CAMPAIGN VS WALLS AD CAMPAIGNS
May 1st , 2011 : Walls seeking to outgun Omore in sales with yet another attractive juicy campaign called Wall’s “ Fruit you can see , fruit you can
taste”. This catchy billboard looks like below :
What’s the aim of walls’ new campaign of fruit you can see , fruit you can
trust. Are they doing penetration? are they launching new juicy flavored
ice-creams? cam omore compete with this hammering?
New Walls ad Fruit you can see , Fruit you can taste.
This ends the competitive move by both giants so far. Let's learn a few things
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Posted by - at 11:15 PM
from these competitive actions taken by the brand rosters of both these
companies.
Omore did distribution first,supplemeted by insignificant
advertisng and the ice cream trolleys. They did not launch their
campaign at the same time. Why? they were waitng for the
consumers to learn about omore and later go bursting to buy their
mind share.
Wall's waited for a week or so before they unleased their brandshot in the form of Mango Cone.
Omore, waiting for an action from Wall's waited until wall's played
their card and as soon as they did , Omore's army launched their
fleet of ATL advertising and brand activation.
Learning : Not aggresive approach. Each team waited for the other to take a
move.
Possible Flaws: Omore Launch TVCs's consumer profile was "
educated,higher middle class boys and girls".On the contrary , choosing
Sahir lodhi as a spokes man for the launch of brand activation program aims
at a different target market. Is this a lesson for all marketing students that in
reality it doesn't matter whom the brand is inittially targeted ad , its just thematter of time when the brand manger changes his target market. Or can you
conclude it in this way : Masses always look at us to select their brands as
we use premium brands and masses want to use premium brands, they
would be lucky if the premium brand is cheap.Thus , they first showed Omore
as a premium brand and once it was percieved by masses as premium brand
, suddenly sahir Lodhi confirms that yeh this premium brand is definitley
affordable and is just for you. Further ,
PAK BRANDS : Wall's can totally revamp its fridge to kill Omore at this
early stage.The revamping must highly attractive and engaging.
Do you like my work and passion ? Share my CV with your HR for a
marketing position or an internship : http://www.goo.gl/jsIBR or contact
me at [email protected]
5 comments:
Arsi yaar said...
an insightful blog....closely monitored!
March 9, 2011 8:41 PM
ghazal said...
I so love omore. Walls plz get out of the way. N a message to all
pakistanis for get everything or khao omore!!!!!!!!!!!!!!
May 7, 2011 10:02 AM
Anonymous said...
omore has no competition with walls, as of now they able to genereate
only 76000 litre sale and caputre only 10% market share in 8 countries
once they become national any smart ass may calculate the over all
share in comparison of walls.
August 3, 2011 10:05 AM
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Anonymous said...
please read cities not countries
August 3, 2011 10:06 AM
Anonymous said...
Omore distribution network is pathetic.... mostly fridges do not haverequired flavors....
JHR
August 12, 2011 9:02 PM
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