omung lassi advertisement analysis by babar

7/21/2019 Omung Lassi Advertisement Analysis by Babar

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BABAR HUSSAIN

MBA (i) Morning

MB-12-54

Assignment on analysis of adertisement

Adertising analysis ! "m#ng $assi

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 o lassi. In Pun!ab it is the most preerred drink, and

especially in villages, guests are still served with lassi rather than

carbonated drinks. "n certain occasions men even challenge each other

to intake large amounts o lassi. It has also been a practice in many

homes to start their day with lassi and women are renowned or making

delicious lassi.

$ASSI

Lassi is a popular and traditionalyogurt-based drink which originates in thePunjab 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 sa!oury drink sometimes fla!oured with

ground roastedcuminwhile sweet lassi on the other hand is blended with sugar or fruits

instead of spices.

"MUN% $ASSI
http://www.dawn.com/news/744415/advertising-analysis-omung-lassihttp://en.wikipedia.org/wiki/Yogurthttp://en.wikipedia.org/wiki/Punjabhttp://en.wikipedia.org/wiki/Punjabhttp://en.wikipedia.org/wiki/Indian_spiceshttp://en.wikipedia.org/wiki/Cuminhttp://en.wikipedia.org/wiki/Yogurthttp://en.wikipedia.org/wiki/Punjabhttp://en.wikipedia.org/wiki/Indian_spiceshttp://en.wikipedia.org/wiki/Cuminhttp://www.dawn.com/news/744415/advertising-analysis-omung-lassi


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"ngro #oods introduced lassi brand called $mung Lassi in mid of %une &'&.

"m#ng $assi Slogan

)*uru +o % huru

"m#ng $assi &lao#rs

- /amkeen Taskeen (altish Lassi

&-0ethi 0asti (weet Lassi

"m#ng $assi 'ometitors

/o 1ompetitor

*ri+e

The price of Lassi is 2s. &'

*romotion

"ngro used the electronic media, bill boards, internet, and !ehicles for promotion.

*la+e

They target all o!er the Pakistan, mainly urban areas. 3ecause people in rural areas prefer to

make lassi with their own hands.

,AR%, MAR.,

ccording *eographical aspect, it is targeting mainly urban areas. ccording to

4emographical aspects, they are targeting young boys and girls only. ccording to ocial

1lass, they are targeting the middle and upper middle class people.


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*ersonal ie/s a0o#t te adertisement

fter analysing the ad!ertisement of $mung lassi I came to the conclusion that there

were many drawbacks in their ad!ertisement campaign. "ngro has just targeted

young people for this product howe!er Lassi is a drink which is lo!ed by elders

and kids too. 5hether young or old, it is a drink enjoyed by all age groups. "ngro

really can6t classify it as a )se7y drink, only aimed for young men and women and it

is definitely not )pyar ka naya ilaaj. lso the way of communicating message is

not decent at all as they ha!e associated their brand with a bit of cheapness. 5hat are

they really trying to say8 5hat6s the point behind )*uru ho % shuru

5ho is the*uru8 Is it the man dressed in the hideous blue jacket, dancing away with women who

are reminiscent of namkeen and meethilassi-cum-lo!e8 +ow can lassi be compared to

lo!e and also be the remedy for lo!e at the same time8 /ot only ha!e they taken a

long-established product, but also gi!en it the wrong characteristics. They6re targeting

the age group whose prime objecti!e in life is to find perfection in lo!e. It6s not

li9ueur or an energy drink for the youth that they can choose a specific target audience

or e!en try to change the characteristics of the product when it already has a deep-

rooted image. lso, the ad doesn6t really tempt the !iewer into going to try

the product. 2ecently, $lpers also started a scheme where with e!ery carton you

would get four packs of $mung Lassi free. pparently, companies ha!e to start

implementing such promotions when their ad!ertising strategy fails.

Re+ommendation

good product with failed ad!ertising is always a failed product. $mung Lassiseriously need alternati!e strategy for ad!ertising Lassi, They need to target all age

groups in order to make their product successful #ollowings are some

recommendation for impro!ement of ad!ertisement.

1-'HAN% IN A3R,ISMN,

$mung don6t need rocket science for ad!ertisement of a product like Lassi. 5hat first comes

in our mind when we think of a Lassi8 Is it )Lo!e8 $r is it the freshness of a Lassi. Instead

of their recent ad!ertisement that e!eryone called cheap mostly middle class and upper


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middle class people, we would base their marketing campaign around the fact that the drink

itself is thirst 9uenching and refreshing in this hot summers, and would try to communicate

its healthy yogurt like properties. +ence a tempting ad!ertisement would be made targeting

mainly people who has a fast life and who tra!els a lot, and also those people who don6t ha!e

time to make it in home. They would prefer a good 9uality product from a well-known brand

like "ngro #oods.

2-*"SI,I"NIN%

Positioning is in the mind of the consumer and can be described as how the product is

considered by that consumer. 5hen researching the positioning of a product, consumers are

often asked how they would describe that product if it were a person. $mung need to positionthis Lassi as a part of their daily life. s a symbol of thirst 9uenching and freshness. 5hen

any person thinks of $mung 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

'HAN% IN ,AR%, MAR.,

The market has been segmented by us geographically, demographically and according to the

ocial class. *eographically, $mung try only to target urban areas as this product won6t do

any wonders in rural areas because people there prefer to make lassi by their own hand. part

from that places like breakfast hotels, railway station would specially be preferred and "ngro

would make sure to ha!e their product at these places e!erywhere. ccording to

demographics, "ngro must try to target e!ery age group because it is a drink lo!ed by

e!eryone, elders and kids, not just by young men and women. o it is in appropriate just

to target young people. 0ore importantly "ngro try to make an impression on house wi!es.

ccording to the "1 (ocio-economic class, the company would target the same chunk of

costumers ranging from 0iddle class to :pper 0iddle class.

omung lassi advertisement analysis by babar

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