Omung Lassi – A Report on brand problem

Naqi Zafar (09-2655), Zahoor Ahmed (09-2621), Loveena Khan (09-2616), Govinda Kumar (09-2624) & Shanzay Waseem (09-2658)

Consumer Behavior Course

Letter of Transmittal

Respected Sir,

This report has been compiled as per instructions for report of the semester end project assigned

to us for the Consumer Behaviour course. It outlines the parameters which defines a branding

problem faced by a Local Brand and the causes identified by us through the method of a primary

research.

The report is based on a review of the preferences and perspectives of the consumers regarding

the chosen brand and an analysis to find out the reasons behind the failure of the brand to support

which a primary research was undertaken related to the consumers perspective of the brand.

Sincerely,

Naqi Zafar (09-2655),

Shanzay Waseem (09-2658),

Zahoor Ahmed (09-2621)

Loveena Khan (09-2616) &

Govinda Kumar (09-2624)

Executive Summary:The following report discusses the reasons behind the failure of a well marketed, innovative yet

traditional product launched by Engro Corp., i.e. Omung Lassi. Here we have analysed and

discussed the factors that caused such a promising brand to fail by taking in to account the views

of consumers and finding out the reasons for the failure according to a consumer perspective. A

primary research was conducted using the methodology of questionnaire and convenience

sampling method in order to reach out to the previously targeted market of the brand and to get

an insight into the multivariate perspectives of theirs. The results clearly highlighted the well

obvious factors relating the drink to traditional and more elderly audience, thus showing that it is

wrongly targeted towards a younger generation and also with a wrong approach which actually

differentiates from the consumer perspective about the brand.  

ContentsIntroduction.................................................................................................................................................1

About the Company.................................................................................................................................1

About the Product...................................................................................................................................1

Marketing Problem......................................................................................................................................2

Problem Statement.....................................................................................................................................2

Consumer Analysis......................................................................................................................................3

Analysis..................................................................................................................................................14

Methodology.........................................................................................................................................14

Conclusion & Recommendations...............................................................................................................15

Introduction

About the CompanyEngro Foods is among the biggest and fastest growing conglomerates in Pakistan with a vision to

cater to local needs with products conforming to global standards.

Highly passionate about providing millions of people across the length and breadth of Pakistan

and beyond with the ultimate brand experience, our product portfolio comprises some of the

country's biggest and best selling brands including Olper's, Olper's Lite, Olfrute, O'more,

Omung, Omung Lassi and Tarang.

But whether it is our thick, creamy all-purpose milk, scrumptious ice-cream high on nutrition

content or refreshing range of fruity beverages, our approach remains largely the same as we

strive to keep product innovation at the forefront of our guiding philosophy and consumer

satisfaction at the heart of our operational strategy.

About the ProductBeverages are considered mandatory in Pakistani culture and it is served in many forms like tea,

coffee, soft drinks and Lassi. Lassi is a traditional yogurt-based drink which originates in the

Punjab region. It is made by blending yogurt with water. It is also known as salted Lassi, or,

simply Lassi is a salty drink sometimes flavoured with ground roasted cumin while sweet Lassi

on the other hand is blended with sugar or fruits instead of spices. With its smooth, cool and

refreshing taste, it perfectly complements the hot and spicy flavours that epitomize Pakistani

cuisine. It aids digestion and is a healthy addition to any balanced diet. Besides offering health

benefits, Lassi is also indulgent and can be enjoyed with or between meals. Every province has

different preferences in beverages; Lassi which is drunk all over the Pakistan is mostly popular

in the province of Punjab. In Punjab it is the most preferred drink, and especially in villages,

guests are still served with Lassi rather than carbonated drinks. On certain occasions men even

challenge each other to intake large amounts of lassie. It has also been a practice in many homes

to start their day with Lassi and women are renowned for making delicious Lassi.

The product understudy is Engro’s Omung Lassi, which is available in two flavours, i.e.

namkeen (salty) and meethi taskeen (Sweet)

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Marketing ProblemFrom the characteristics of Lassi it is easily imagined that Lassi is for everyone but the giant

engro food is not realizing it. They want to be a pioneer or it is better to say they want to change

the trend that Lassi is the drink for youth. The very first problem is the misinterpretation of

target market they are targeting youth or we can say party lovers which is absolutely wrong

because ELDERS of the family are the target market and their age starts from 45 till 60 years as

they are THE LASSI LOVERS and the ones who have the decision making power and are the

ones who are not in the favour of soft drink due to its injurious effect on health. Second, the way

they are advertising their brand seems that it is a cheap brand; its tagline needs to be change as it

annoys the educated class. No doubt the parent brand is established but a brand like Omung

Lassi which is in its introduction time of product life cycle should not announce schemes like

buy 1 carton and get four Omung Lassi free , it gives a perception as the brand was unable to

give sales. . But the weak theory that they’ve chosen to market their product with really doesn’t

entice the viewer to try the product. The target market of the OMANG LASSI are the elders of

the family because they are the Lassi lovers as well as they are the ones who are not in the favour

of soft drink due to its injurious effect on health and they will be the ones who purchase this

product more, even if it was only to be consumed by children at home, since older people might

still prefer to have Lassi the traditional way.

Problem Statement

“The preference of Omung Lassi is lower than other beverages in Pakistan’s beverage

industry.”

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Consumer Analysis

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Gender

Male 7781%

Female 1819%

Age

14-20 1213%

21-26 8185%

27-33 1 1%

34-40 1 1%

41-46 0 0%

47+ 0 0%

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Here, they are categorized based on their ages, one percent of the sample size comprises of the people aged between 34 years to 40 & 27 to 33 accordingly. The number of respondents aged between 21 to 26 is highest; they contain 81% of the sample size. While 13% of the respondents were aged between 14 to 20 years

There are77 males & 18 females respondents in this study. The females comprises of 19%, while male consists of 81%.

Qualification

.

Family income

`

Less than 15,000 4 4%

15,000-30,000 12 13%

30,000-45,000 12 13%

45,000-60,000 13 14%

Above 60,000 53 56%

Newspaper 5 5%

T.V ads 5862%

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Based on the qualification 10 percent people were of masters, 23% were graduates, 54% were of undergraduate, 10 % of intermediate & 2% of matric

The persons having income less than 15000 were 4%, the ratio of people having income between the range of 15000, to 30000 & 30000; to 45000 was 13% accordingly. The respondents having income, greater than 45000 comprised 14% and the 56% had income greater than 60000.

Matric/O ’level 2 2%

Intermediate/A ‘level

1010%

Under Graduate 5254%

Graduate 2223%

Masters 1010%

PH.D 0 0%

Hoardings 5 5%

Internet 1415%

Social group

1011%

Other 1 1%

Where do you get information about packaged beverages?

.

Yes 6368%

No 2932%

Is Lassi a thirst quencher for you in summer or in the mid-day?

If you were given a glass of Lassi and a soft drink, what would you preferto consume in day time when temperature is at its peak?

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When asked about lassie as thirst quencher 63 agreed while other dis-agreed the statement.

Lassi 55

58%

Soft drink 40

42%

Do you like the ad of Omung Lassi?

Yes 2628%

No 6772%

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When the respondents were about asked that what they would prefer Lassi or drink 58% said they would prefer Lassi over drink.

This was the central theme of research that Omung Lassi has a problem in their ad. It lacks something that could attract customers for such a good product. And the respondents identified it by agreeing the statements that yes it do have a problem in their ad. 72 % agreed while 28% did not agree to the statement.

In terms of following factors, is Omung Lassi able to make an impact on you? [Ad]

In terms of following factors, is Omung Lassi able to make an impact on you? [Notion]

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When asked about the specific factors as ads’ impact, 27% respondents admitted that it do have effect, while 16% remained in disagreement. 36% remained neutral while 14% agreed along with 7% who strongly agreed.

When respondents questioned about the notion they hold about the brand, 16% strongly disagreed that they had any impact on them of the brand. 27% just disagreed. 33% remained neutral, while 20% agreed along with 4% respondents who strongly agreed.

Strongly Disagree

24

27%

Disagree 14

16%

Neutral 32

36%

Agree 12

14%

Strongly Agree 6 7%

Strongly Disagree

14 16%

Disagree 23 27%

Neutral 28 33%

Agree 17 20%

Strongly Agree 3 4%

In terms of following factors, is Omung Lassi able to make an impact on you? [Unique in beverages]

In terms of following factors, is Omung Lassi able to make an impact on you? [Packaging]

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When respondents questioned about the uniqueness of the brand, 16% strongly disagreed, while 18% only disagreed that the brand is unique. 33% gave neutral responses, 22% agreed that the brand is unique, while 11% strongly agreed with the statement.

Strongly Disagree

14

16%

Disagree 16

18%

Neutral 29

33%

Agree 19

22%

Strongly Agree 10

11%

In terms of following factors, is Omung Lassi able to make an impact on you? [Brand name]

In terms of following factors, is Omung Lassi able to make an impact on you? [Availability]

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When the respondents questioned about the packaging impact of the brand, 17% strongly disagreed, 13% just disagreed with the statement about the packaging. While 42% had neutral views, and 24% agreed that that the packaging has important impact on them, while 3% strongly agreed with its packaging impact

When respondents asked about the brand name 19% strongly disagreed with the brand name, 16% just disagreed with it, 27% had neutral views, while 29% agreed and, 9% strongly agreed with the statement that the brand name has significant impact.

Strongly Disagree

15

17%

Disagree 11

13%

Neutral 36

42%

Agree 21

24%

Strongly Agree 3 3%

Strongly Disagree

16

19%

Disagree 14

16%

Neutral 23

27%

Agree 25

29%

Strongly Agree 8 9%

How do you find the notion “Guru hoja Shuru” to be?

`

Attractive 36

38%

Unattractive 24

26%

Repulsive or rough

29

31%

Other 5 5%

Rate the following factors about Omung Lassi according to your likeness [Taste]

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The one of the important factor availability of the brand, when questioned, 19% Strongly Disagreed with the impact of the brand availability 17% just Disagreed, while 31% were neutral, and 24% agreed that the availability of the brand has an impact along with 9% Strongly agreed with the statement.

One of the interesting questions was about the brand’s magical mantra. When asked about the notion of the bran’s statement 38% found it attractive, and 26% said it unattractive. And 31% rated it repulsive and 5% rated other.

Strongly Disagree

17

19%

Disagree 15

17%

Neutral 27

31%

Agree 21

24%

Strongly Agree 8 9%

Rate the following factors about Omung Lassi according to your likeness [Density]

Rate the following factors about Omung lassi according to your likeness [Blend]

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When question about the taste of the brand, 17% strongly disagreed, 25% just disagreed with the brand’s taste. 32% remained Neutral. While, 21% agreed and 5% strongly agreed with the taste of the brand.

When asked about the density of the brand, 16% strongly disagreed and 19% just disagreed with

density of the brand, 38% were neutral, while 22% agreed, along with 4% who strongly agreed the extent or the degree the brand is dense.

Strongly Disagree

16

17%

Disagree 23

25%

Neutral 29

32%

Agree 19

21%

Strongly Agree 5 5%

Strongly Disagree

14 16%

Disagree 17 19%

Neutral 34 38%

Agree 20 22%

Strongly Agree 4 4%

Strongly Disagree

13

15%

Disagree 13

15%

Neutral 41

47%

Agree 14

16%

Strongly Agree 6 7%

If you like "Omung Lassi" then how often do you consume it?

Once a week 2630%

Twice a week 1315%

Thrice a week

1214%

Everyday 9 10%

Other 2832%

If you were given a chance to change Omung Lassi, what changes will you make?

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The responses for the blend factor based on the likeness of the customers were as follows 15% strongly disagreed 15% just disagreed and 47% remained neutral. While 16% agreed with this factor and 7% strongly agreed with it

Regarding the consumption of the brand, 30% of the people are willing to consume it in a week, 15% are willing to have it twice in week, 14% agreed to drink it thrice in a week while 10% said they want it every day, and I guess these are best or loyal customers for the brand. While 10% respondents said they do not want consume it.

Taste 34

38%

Quality 21

24%

Packaging 21

24%

Other 13

15%

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When respondents asked about the changes they would like to make with the brand 38% said they prefer to alter its taste, 24% focused on the quality aspect of the brand. 24 of the respondents said they change its packaging after all its important for a brand. And 15% had nothing to amend among given factors.

AnalysisThis research revealed the perception of the people about the brand Lassi. Majority of the respondents agreed that it is a thirst quencher. This study identified that there are people willing to prefer the Lassi more as compared to soft drink, but the company needs to change its ad to attract more customers, because more respondents agreed on the statement that they do not like the ad of the Omung Lassi. There were respondents who do not think that the Lassi is unique in beverages, so now it is the prime responsibility of the company to present its product in unique fashion. According to this analysis the statement “Guru hoja Shuru” is not as popular as it should be. In brief, in one question majority of the respondents answered that they would prefer to change the taste of the brand.

MethodologyThe methodology used is the questionnaire method used along with convenience sampling. The Data was collected through existing and potential users of Omung Lassi, which includes both the youngsters and the elders. A sample of 100 was chosen to be appropriate for this research.

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Conclusion & RecommendationsThe main advantage point of Lassi is that it is a traditional thirst quencher, thus the advantage

that Engro can avail from the product is the drinks deep rooted culture relations. Along with tetra

pack’s superior health based packaging the culture variable attached with this traditional drink

has boosted up the desire for Lassi even more. The reason for such a fabulous product failure is

very obvious after it has been identified that there is no problem with its taste. The reason for this

product failure is the wrongly selected target market, although a traditional drink but one cannot

ignore the fact that it is a seasonal drink by nature and thus those parts of the country in which

the temperature is mostly at peaks are more likely to encompass this product. Thus, the things

that need to be addressed by Engro corp. is to revaluate the target market that are mostly the

people belonging to areas with higher temperature and are elderly in age while making

advertisements with a respect for the traditional factor involved with the drink which needs not

to be exploited.

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