Group Members

Muhammad Jamshaid Bawja Hassan Danish Muhammad Raheel Alam Faizan Saleem Noman Mobin Talha Siddiqui

Submitted to: Sir Hashim jaffri

Topic: CRM AT ENGRO FOODS LIMITED

Vision: To be the premier Pakistani enterprise

with a global reach, passionately pursuing value creation of all stake holders.

Mission statement

Build Branded food business to improve quality of life by offering tasty, affordable and highly nutritional products to our customers’ value.

Its Products

History

Engro Foods Limited is subsidiary of Engro Chemical Pakistan Ltd. which is one of the most reputed enterprises in Pakistan with more than 40 years of diversified business operations in the areas of fertilizer and chemicals.

Engro Foods started its business operations in March 2006 and with the successful launch of Olpers Milk, Tarang, Olwell, and Olpers cream, it has established itself as a major player in the foods business. Engro Foods has already set up two processing plants at Sukkur and Sahiwal. With the ever expanding milk collection network and processing facilities, the Supply Chain has geared us for the growing sales of our products We believe that our recent successes will take us to our goal: To be one of the biggest players in the food business. Our aim is to dominate the food business, and to achieve this we will settle for nothing less than the cream!

Swot Analysi

Strength1. Endowed with the very

good breed of buffalos and cows

2. Highest per capita consumption of milk in Asia

3. Regular culling of less productive/unproductive animals

4. A high ratio of agricultural land to agricultural ratio

5. An emergence of commercial dairy farms on a large scale

• Weakness1. Small and scattered animal holding2. Prevalence of traditional raw milk marketing system3. Poor quality of milk; lack of remunerative producer price for milk.4. Milk processing predominantly dependant on obsolete UHT technology.5. Mushrooming growth of cattle colonies in suburban areas; High cost of milk6. Production; a long chain of middle men7. Inadequate infrastructure and institutional facilities and support8. Low utilization of installed capacity of dairy plants

Opportunities Huge unsatisfied demand

of milk and milk products Substantial scope for

increasing milk production through improvement in the marketing system by ensuring a year round remunerative price to milk producers

Increase consumer awareness of healthy eating

• Threats1. Unregulated imports of dairy products at cheap prices2. Inadequate public and private investment in modernization of the sector3. Vested interests in perpetuating the dependence on imports of dairy commodities.

Opportunities and Issues Analysis

CRM Objective

Customer relationship management is the process of carefully managing detailed information about individual customers and all customer touch points to maximize customer loyalty.“Consumer is the reason for our

existence as a business.”

Customers Retention Plan Following are the customers touch points which EFL use for catering to the

relationship of its customers and to retain the customers:

Marketing Float Activity Road Show Rural Melas Buchat Bazars Institutional promotions Free Samplings Chain store Promotions

Event Management Gala Carnivals Music Concerts Funfair

Value Addition Banners T.V Commercials Buntings Posters New Articles Vehicle Branding

Reducing the Customer Defection Rate

Packaging of Olper’s milk and olwell in red color and olpers cream in purple color are quite different and distinctive from the typical green and blue packing used by other competitors. Soon EFl is going to change the packaging of Olper’s to make it more unique from other brands.

The brand has been positioned as an all purpose milk that is meant for everyone, especially for those who live life to the fullest, hence its tag line, “jo dil khol kay jeetay hain unheen kay liyay hai Olper’s”

Building loyalty

Olpers build loyalty of customers towards its products in the following way:

As compared to Milkpak, Haleeb and Walls Engro Food’s Brands have advantage over its touchpoints which create a strong loyalty of customers towards its brands.

One way that Engro Foods have adopted to gather the feedback and build strong relation with their customers is that they have asked their customers to contact and give suggestions that are listened. Their help line no is 111-taaluq.

Engro Foods works in the heart of its customers by knowing what is special for them. Like in Ramadan Olpers introduce and promote the traditional Ramadan theme so that the customers who value their religious heritage they are more attracted and so that in long term they are much more loyal customers towards the brand.

The marketers have used different positioning for Olper’s products:

a. They have used the attribute positioning for Olper’s milk. The main theme of the product is that it is meant for all purposes without any user imagery. Olper’s ads also show attributes of milk such as good for health.

 b. They used the benefit positioning for Olwell. The product is positioned as delivering the benefit of helping to reduce weight and for healthy bones.

 c. Olper’s cream is positioned as good for a specific use or application. In this case the cream can be used to make cake icings and desserts look great.

Recommandation

Olpers Lite advertising should conform to local values.

Develop an integrated awareness plan in order to aware the people about the quality of the UHT milk as compared to other pasteurized or loose/fresh milk.

Engro Foods Limited is not having its own dairy farms. Engro Foods Limited needs to have their own Dairy Farm so that they can meet the increasing demand and to have quality milk procurement as well.

They should expand their brand portfolio by investing in yogurt market as their competitors are enjoying it just because of low competition their otherwise Milk pack has its brand name in drinking milk market only. So it’s an opportunity for them to grab & enjoy the flavour.

Thank you!!