Introduction

Engro Foods is a Pakistani food and beverage company headquartered

in Karachi, Pakistan. Its product portfolio comprises Olper's, Olper's Lite, OMORÉ,
Dairy Omung, Olper's Lassi and Tarang.
In the mid of the June 2012 Engro foods launched a product called Omung Lassi.
This product was severely failed in the market due to number of reasons in which
some major reasons are:
Reasons of failure
 Tag Line
Tag line is a very important element for any product. A tagline is an identity for your
brand. It’s a short set of words that make up a memorable phrase about your brand’s
key values. It’s a first impression of sorts that conveys the promise you want to make
to consumers. A tagline should have a long life with your brand and should only be
changed as part of a re-branding project. Their tag lines was not liked by the audience
“Pyar Ka Naya Ilaaj” and “Guru Hoja Shuru” these are not the right way of
advertisement and also not suitable tag line for this traditional beverage
 Advertisement
Advertisement is the major factor of failure of omung lassi because the success and
the failure of any product highly depends upon the advertisement because
advertisement pictures the product in the minds of the consumers in this case the
marketing department of omung lassi failed to know the need and want of the
customers they forgot that customer do not buy the product they buy benefits
attached with the product.
 Target Audience
Another mistake of Engro was they just targeted young people for this product
however Lassi is drink which is loved by elders and kids too. Whether young or old,
it is a drink enjoyed by all age groups. This product can’t classified as only for
youngsters.
 Target Market
Identifying a target market helps your company develop
effective marketing communication strategies. Engro has only targeted rural areas
and urban areas the people of these areas prefer to make lassi by their own. This was
another main reason why this product severely failed.
 Taste
Many people do not like the taste of lassi. As it is different from genuine taste of
lassi. The taste fail to satisfy the taste of customer.
 Packaging
Product packaging plays a more important role in consumer decisions than you
might think. A product’s packaging communicates many things, from what the
product can do for your customers to your company’s values the packaging. Since
Lassi is a dairy product and it is different from juices and other beverages, we think
that square box is not suitable for it. Lassi is more of an open drink
Apart from the above mentioned reasons there were many other reasons because of
which this product was failed in the marker like Engro do not communicate with the
audience before launching such a huge product in the market they should have
conduct sample test for the audience if there sample testing appreciated by the
audience then they should take the risk and bring this product in the market this type
of product do not have any competitor in the market Engro have the opportunity of
no competitor in the market but it failed to avail such a good opportunity.
Re-Launching the Omung Lassi
 Tag line
First of all Engro should work on the tag line of the product the tag line must be
unbiased it should give a sense of energy instead of cheapness it should like THE
TASTE OF PAKISTAN which represents all the communities as one nation these
types of tag lines are liked by the audience.
 Pricing
The Engro should use cost plus pricing since they do not have any competitor in the
market it is beneficial for them to avail this opportunity they should initially sell
their product at lower price and when this products gets the interest of the consumers
they can increase price a little bit.
 Discounted rate
They should provide discounted rates to the retailer and big stores on bulk purchases
this will encourage the retailers and store managers to sell the product which gives
them high return on their investment.
 Share customer reviews
Get customers reviews by providing them for free at shopping malls, gas stations
and railway stations etc. When they promote their product in this manner the
customer will be pleased and once they build the interest in the customer for their
products then it would be easy for them to sell it in the market.
 Host public events
Likewise other big products Engro must also host some public events this will
promote their product in a wide range in the country as well as outside the country.
They can also make a famous public figure as the brand ambassador for their product
as this will increase the interest of the consumers to buy the product.
 Promotion
In order to promote the product Engro must made it available almost everywhere
they should promote it via social networking sites and applications. Electronic media
is another source of the promotion of the product. Engro have a multiple choices to
promote their products they can promote it in universities, colleges, schools, events,
malls, stations etc.
 Picturing
Picturing the product is a very essential element of any product Engro should picture
this product as a sign of energy instead of fun. People usually buy those liquid
products which contains nutritious and energy increasing ingredients.
 Attractive offers
Engro have many other famous products they can use them in order to promote
omung lassi like they can give an offer to the consumers if they purchase a 1 liter
pack of olper’s they will get 1 omung lassi for free. This will promote their product
as well as the audience will definitely consume whether they want or not. Once they
successfully build the interest in the consumers then they don’t have to worry about
anything people will then go to the shops and full fill their needs and wants.