BABAR HUSSAINMBA (i) Morning MB-12-54 Assignment on analysis of advertisement Advertising analysis – Omung Lassi What’s come in our mind when we think about Lassi It is amongst the most popular drinks and beverages consumed in Pakistan. For many, on a hot sunny day it is only natural to quench one’s thirst with a tall glass of lassi. 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 lassi. It has also been a practice in many homes to start their day with lassi and women are renowned for making delicious lassi. LASSI Lassi is a popular and traditional yogurt- based drink which originates in the Punjab regions of India and Pakistan. It is made by blending yogurt with water and Indian spices. Traditional lassi (also known as salted lassi, or, simply lassi) is a savoury drink sometimes flavoured with ground roasted cumin while sweet lassi on the other hand is blended with sugar or fruits instead of spices. OMUNG LASSI Place: They target all over the Pakistan. According to Demographical aspects. they are targeting the middle and upper middle class people. Omung Lassi Slogan “Guru Ho JA Shuru” Omung Lassi Flavours 1. . bill boards. Because people in rural areas prefer to make lassi with their own hands. 20 Promotion: Engro used the electronic media. mainly urban areas. and vehicles for promotion . they are targeting young boys and girls only. TARGET MARKET According Geographical aspect.Engro Foods introduced lassi brand called Omung Lassi in mid of June 2012.Namkeen Taskeen (Saltish Lassi) 2-Methi Masti (Sweet Lassi) Omung Lassi Competitors: No Competitor Price: The price of Lassi is Rs. internet. According to Social Class. it is targeting mainly urban areas. They’re targeting the age group whose prime objective in life is to find perfection in love. It’s not liqueur or an energy drink for the youth that they can choose a specific target audience or even try to change the characteristics of the product when it already has a deeprooted image. Whether young or old. companies have to start implementing such promotions when their advertising strategy fails. the ad doesn’t really tempt the viewer into going to try the product. it is a drink enjoyed by all age groups. Instead of their recent advertisement that everyone called cheap mostly middle class and upper . only aimed for young men and women and it is definitely not “pyar ka naya ilaaj”. Olpers also started a scheme where with every carton you would get four packs of Omung Lassi free. Engro really can’t classify it as a “sexy” drink. Recommendation A good product with failed advertising is always a failed product. What first comes in our mind when we think of a Lassi? Is it “Love”? Or is it the freshness of a Lassi. What are they really trying to say? What’s the point behind “Guru ho JA shuru” Who is the Guru? Is it the man dressed in the hideous blue jacket. Apparently. Engro has just targeted young people for this product however Lassi is a drink which is loved by elders and kids too. They need to target all age groups in order to make their product successful Followings are some recommendation for improvement of advertisement. but also given it the wrong characteristics. Also the way of communicating message is not decent at all as they have associated their brand with a bit of cheapness. Also. Omung Lassi seriously need alternative strategy for advertising Lassi. Recently. 1-CHANGE IN ADVERTISEMENT Omung don’t need rocket science for advertisement of a product like Lassi.Personal views about the advertisement After analysing the advertisement of Omung lassi I came to the conclusion that there were many drawbacks in their advertisement campaign. dancing away with women who are reminiscent of namkeen and meethi lassi-cum-love? How can lassi be compared to love and also be the remedy for love at the same time? Not only have they taken a long-established product. railway station would specially be preferred and Engro would make sure to have their product at these places everywhere. and also those people who don’t have time to make it in home. When researching the positioning of a product. This affinity between the brand and the consumer leads to a high degree of loyalty and makes the purchasing decision easier CHANGE IN TARGET MARKET The market has been segmented by us geographically. So it is in appropriate just to target young people. When any person thinks of Omung Lassi. According to the SEC (Socio-economic class). the first thing that would come to his mind is its freshness. Engro must try to target every age group because it is a drink loved by everyone. Omung try only to target urban areas as this product won’t do any wonders in rural areas because people there prefer to make lassi by their own hand. More importantly Engro try to make an impression on house wives. According to demographics. As a symbol of thirst quenching and freshness. 2-POSITIONING Positioning is in the mind of the consumer and can be described as how the product is considered by that consumer. elders and kids. Apart from that places like breakfast hotels. Hence a tempting advertisement would be made targeting mainly people who has a fast life and who travels a lot. consumers are often asked how they would describe that product if it were a person. not just by young men and women. Omung need to position this Lassi as a part of their daily life. the company would target the same chunk of costumers ranging from Middle class to Upper Middle class. demographically and according to the Social class.middle class people. and would try to communicate its healthy yogurt like properties. Geographically. . They would prefer a good quality product from a well-known brand like Engro Foods. we would base their marketing campaign around the fact that the drink itself is thirst quenching and refreshing in this hot summers.
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