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Assignment on analysis of advertisement

Advertising analysis Omung Lassi

Whats 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 ones
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

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

Omung Lassi Slogan

Guru Ho JA Shuru
Omung Lassi Flavours
1- Namkeen Taskeen (Saltish Lassi)
2-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, and vehicles for promotion

Place:
They target all over the Pakistan, mainly urban areas. Because people in rural areas prefer to
make lassi with their own hands.

TARGET MARKET
According Geographical aspect, it is targeting mainly urban areas. According to
Demographical aspects, they are targeting young boys and girls only. According to Social
Class, they are targeting the middle and upper middle class people.

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. Engro has just targeted
young people for this product however Lassi is a drink which is loved by elders
and kids too. Whether young or old, it is a drink enjoyed by all age groups. Engro
really cant classify it as a sexy drink, only aimed for young men and women and it
is definitely not pyar ka naya ilaaj. Also the way of communicating message is
not decent at all as they have associated their brand with a bit of cheapness. What are
they really trying to say? Whats the point behind Guru ho JA shuru Who is the
Guru? Is it the man dressed in the hideous blue jacket, 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, but also given it the wrong characteristics. Theyre targeting
the age group whose prime objective in life is to find perfection in love. Its 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. Also, the ad doesnt really tempt the viewer into going to try
the product. Recently, Olpers also started a scheme where with every carton you
would get four packs of Omung Lassi free. Apparently, companies have to start
implementing such promotions when their advertising strategy fails.

Recommendation
A good product with failed advertising is always a failed product. Omung Lassi
seriously need alternative strategy for advertising Lassi, They need to target all age
groups in order to make their product successful Followings are some
recommendation for improvement of advertisement.
1-CHANGE IN ADVERTISEMENT
Omung dont need rocket science for advertisement of a product like Lassi. What first comes
in our mind when we think of a Lassi? Is it Love? Or is it the freshness of a Lassi. Instead
of their recent advertisement that everyone called cheap mostly middle class and upper

middle class people, we would base their marketing campaign around the fact that the drink
itself is thirst quenching and refreshing in this hot summers, and would try to communicate
its healthy yogurt like properties. Hence a tempting advertisement would be made targeting
mainly people who has a fast life and who travels a lot, and also those people who dont have
time to make it in home. They would prefer a good quality product from a well-known brand
like Engro Foods.
2-POSITIONING
Positioning is in the mind of the consumer and can be described as how the product is
considered by that consumer. When researching the positioning of a product, consumers are
often asked how they would describe that product if it were a person. Omung need to position
this Lassi as a part of their daily life. As a symbol of thirst quenching and freshness. When
any person thinks of Omung Lassi, the first thing that would come to his mind is its
freshness. 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, demographically and according to the
Social class. Geographically, Omung try only to target urban areas as this product wont do
any wonders in rural areas because people there prefer to make lassi by their own hand. Apart
from that places like breakfast hotels, railway station would specially be preferred and Engro
would make sure to have their product at these places everywhere. According to
demographics, Engro must try to target every age group because it is a drink loved by
everyone, elders and kids, not just by young men and women. So it is in appropriate just
to target young people. More importantly Engro try to make an impression on house wives.
According to the SEC (Socio-economic class), the company would target the same chunk of
costumers ranging from Middle class to Upper Middle class.