Omore Omore – Reshaping the Brand Universe

Abstract

This case discusses key insights about the ice-cream industry in Pakistan and it focuses on the brand, Omore ice-cream, its demand and supply, consumers’ preferences and behavior, competition and war among the major rivals including local and global brands. It faced fierce competition from the market leader, Walls, owned by Unilever Pakistan. Omore is owned by Engro Foods company which later partnered and merged with Friesland Campina Netherlands and was renamed as Friesland Campina Engro Pakistan Limited (FCEPL). The major issue was declining brand performance, causing a dip in market share, especially in non-metropolitan areas, declining net profits or loss of PKR (955) million in 2019, and declining earnings per share for stockholders with a slight recovery in 2020.The data was garnered from primary and secondary sources. Nine interviews were taken, three each from industry experts, dealers, and consumers respectively. The data was analyzed and interpreted for a better understanding of the market dynamics and the core issue.