The presentation is about re-launch of omung lassi a

product of Engro Foods Private Limited

We will discuss:

The introduction of the company and its major products

Reasons of failure
And re-launching strategy
 Introduction
Engro Corporation is one of the leading Pakistani business conglomerates with stakes in the fertilizer, food, power
generation, petrochemicals, automation and terminal storage industries
Its top quality product includes Olper, Olwell, Tarang, Omore and Owsum

Engro Foods introduced lassi brand called Omung Lassi in mid of June 2012

Slogan: “Guru Ho Ja Shuru”

Omung Lassi Flavors: Namkeen Taskeen (Saltish Lassi) and Methi Masti (Sweet Lassi)

Omung Lassi Competitors: No Competitor

Price: The price of Lassi is Rs. 20

Promotion: Engro used the electronic media, bill boards, internet, vehicles for promotion
 Reasons of Failure
• Tag Line

“GURU HOJA SHURU” these are not suitable tag line for this traditional beverage.

• Advertisement

Engro has 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.

• Target Market

Engro has targeted Rural areas and Urban areas the people of these areas prefer to make lassi by their own.

• 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.
 Reasons of Failure
• Packaging

Lassi is a dairy product and it is different from other beverages, square box is not suitable for lassi.

• Positioning

Engro has position this lassi as symbol of love.

• Deficiency In Communicating With The Target Audience

The way of communicating message is not decent at all as they've associated their brand with a bit of cheapness.

• Failure To Understand Consumer Needs And Wants

The strategy makers have failed to know that costumer do not buy products they buy benefits they should have picture
this product as a symbol of energy not for fun
 Omung Lassi In 2017

As we can see the perfect shape of lassi but still we can do different innovation
in the packing like we differentiate flavor with proper different color and also
do some more innovate for kids.
RE-LAUNCHING OMUNG LASSI
 Re-launch Strategies
• Tag Line
Give it a new tag line like THE TASTE OF PAKISTAN.

• Pricing
Engro should follow cost plus policy The profit would be set to initial level to encourage the costumers to buy the
product.

• Discount Offer
Initially offer the product at a discount rate to the retailers for purchasing in bulk quantity.

• Share Customer Reviews

Get some reviews from general public by providing them the product at malls etc.

• Differentiation
Make your product image like an energy drink which have both features like desi tadka with energetic ingredients.
 Re-launching Strategies
• Host public events
Host events at universities schools and colleges target the youth of the country because they
usually consume more drinking products.
• Promotion
Promote your product through social media platform.
• Picturing
Picture it as a good for health product like it has nutrition's proteins.
• Attractive offer
Offer it for with other major product like olper milk when people buy they get free omung lassi
with it then people consume it and it will build their interest to consume it more.