Afnan Khalid_____03

Tymur Malik _____24Arslan Sheikh_____32

Ahsan Arshad______11Sidra shah _____42

Maryam Aslam______15

Presented To:PROF:RAHEEL AFZAL

CHAMPION’s LEAGUE

ContentsIntroduction

Business Type

History

Vision and Mission

Products

Competitors

Departments

Market Segmentation

4 P,s

SWOT Analysis

Financial Performance

Recommendations

Engro Corporation Introduction:EngroCorporation is a Pakistani public multinational

corporation based in Karachi with subsidiaries involvedin production of fertilizers, foods, chemicals, energyand petrochemicals. It's major subsidiaries includeEngro Fertilizers - which is one of the largest fertilizermanufacturers of the world, Engro Foods whichmanufactures, processes and markets dairy products,frozen desserts and fruit drinks including the ice creambrand of OMORÉ. Other major subsides include SindhEngro Coal Mining Company, Engro PowergenLimited and Engro Polymer & Chemicals Limited

Business Type

Fertilizer

Foods

Beverages

Chemicals

Polymers

Power Generation

Petrochemical

Engro Foods Ltd

HistoryEngro Foods Limited was formed as a wholly owned

subsidiary of Engro Corporation in 2005.

It start its operation in 2006 and become major player in Foodindustry.

It launches multiple products.Ice Cream

Flavored Milk

Fruit Juices

Milk Powders

Vision & Mission StatementVision Statement

“To be the premier Pakistani enterprise with a global reach,

passionately pursuing value creation for all stakeholders”

Mission Statement

“Our mission is twofold, to help farmers maximize their farm produce

by providing quality plant nutrients and technical services upon which

they can depend. To create wealth by building new businesses based

on company and country strengths in petrochemicals, information

technology, infrastructure, food and other agriculture sectors.”

Objectives and goals

Engro Foods main objectives are to supply everyonetheir favorite Olper’s Milk and to satisfy theconsumer need and wants. EngoFoods secondobjective is to increase the value for the stakeholdersand company value. We want to be the major playerin the food industry.

Introduction to Leaders

Mr. Hussain Dawood

(Chairman)

Mr. Asad Umer

(Ex. President & CEO)

Mr. Ali-u-din Ansari

(President & CEO)

Quick Facts & Figures12 Brands

1,243 Employees

45% Market Share of Dairy Products

Market Share in 310 Cities in Pakistan18 states in USA4 Provinces in Canada

18th Largest Customer of Tetra Pak World Wide

2nd Largest Company of Chilled Milk Collection of Pakistan

900 Milk Collection Centers

35,000 farmers directly linked with EFL

Products Portfolio

Competitors

Business Level Strategy

Engro Foods wants to achieve moremarket share than other competitors.In order to achieve the morecompetitive advantage company usesthe differential strategy bydifferentiate its products from othercompetitors. Engro Foods differentiateitself in the form of taste, quality andavailability of their product in themarket.

Corporate Social Responsibility Of Engro foods

Our commitment to Corporate SocialResponsibility (CSR) therefore extendsfar beyond mere lip service, and isdeeply embedded within the verycore of our business. Besides strivingfor good corporate governance bypreventing unnecessary wastage ofnatural resources, investing in ourhuman capital and sharing ourbusiness gains with all our stake-holders, we also feel a great sense ofresponsibility towards ourcommunities.

Because we believe in investing intomorrow by taking ownership toinspire a lasting change today.

Departments

Administration

Finance and Account

Marketing

Milk Procurement

Human Resource

Quality Assurance

Supply Chain

Engro Market Segmentation

Geographic:• Region: rural urban

Demographic:• Age: adults• Gender: both• Income: moderate

Behavioral:• Benefits: taste quality and convenience• Loyalty status: loyal

Psychographic:• Life Style: Tea Drinkers

Engro Market Segmentation

Geographic• Region: urban

Demographic• Age: Family except children below 5

• Gender: both

• Income: moderate and high

Behavioral• Occasions: special occasions and daily purpose

• Benefits: loyalty and convenience

• Quality status: strong

Psychographic• Life Style: strivers and achievers

Positioning Strategy Of Olpers

Marketing Positioning:

Competitive advantage from Nestle and Haleeb.

“subha bkhair zindagi “

targeting the housewives and teenagers

who are family oriented.

Product Features:

Olpers is thicker and stronger than Nestle andhas a strong aroma and taste.

User Strategy

• Speaking about Olper’s, Aisam-ul-Haque said,

“Olper’s has been my preferredchoice of milk brand sincebefore this partnership and Ifeel this ad campaign is a truepicture of my healthy lifestyle. Idefinitely recommend Olper’sas an integral part of one’severyday balanced diet.”

Engro Foods Marketing Mix Strategies

ProductProduct Variety:

A wide range of dairy ice creams and frozendeserts.

Quality:

Premium ice cream rich in calcium and which isfresh every time.

Features:

Made from fresh milk and ice cream and highnutrition.

Product Names:

Olpers, Olfrute, Omore Omung Lassi, DairyOmung Olwell, Frozen ice pops.

ProductPackaging:High quality and eye catching packing,

Packing color ranges red, blue, yellow,orange and green. Packaging is colorful

Sizes:Sizes includes 1ltr. And half liter. For dairy

milk, chic bars serve ice cream are ofdifferent sizes.

ServiceSatisfying customers with warranty and

money back guarantee.Returns:Only in case when products are expired.

Price

Cups Rs 20

Soft Serve ice cream Rs 10-50

1Ltr. Ice cream Tub Rs 150

2 Ltr. Ice cream Tub Rs 275

Cones Rs 30

Ice pop Rs 10

Olpers per Ltr. Rs 105

Olwell Cream Rs 80

• The prices of its competitor (WALLS) more or less the same and price ofliter ice cream is less then Walls which is great strategy

• Omore offers a 16% margin to retail traders and shop keepers which areslightly lower than Walls, who offer a margin of 20% to shopkeepers. Theyare new in the market and do not have the same relationship withretailers like Walls

PlaceChannels: Sells directly to the end user through retailers and

shopkeepers. This is trend in Pakistan followed by many FMCG’s.

Coverage: Engro Products when initially launched is only available in limited areas on Punjab and now it is available throughout Pakistan. The company started off its operation in Punjab because it has the largest population.

Transport: Engro products are transported to retailers and shopkeepers through private transportation firms and also through few trucks owned by company

Locations: Available at large/medium and small sized bakeries, grocery stores and pharmacies in Pakistan-Sell their products directly to consumers using cycles and their own personnel. This strategy has been in practice for many years and is being used by Walls and Hico.

Promotion

Advertising:

Vehicle Advertising, Outdoor billboards, Point of sale Displays and Ads ontelevisions. Advertisements are mostly colorful reminiscent to their icecream packaging. When Engro foods was initially launched they adopt aunique way of advertising.

Message:

Linked Engro foods with joy and happiness so their tagline/ slogans is

“ ART OF HAPINESS “

linked with consumers and got review of different product using variousmedium social communications e.g. Facebook and Orkut linked their icecream with other brand names like Olpers and Olwell. This promoted theirother brands as well which are also relatively new in the market.

SWOT Analysis

Strength

• Quality products

• Suitable Brand Names

• Good Packaging

• Motivational Slogans

• Best Marketing Campaign

• Strong Relationship with Farmers

• Strong back by Engro Corporation

• Good Consumer Response

• Strong Research & Development

Weaknesses

• Depend on Tetra Pack

• No Powder Milk Production Ability

• Engro Foods have 40 milk collection center in Pakistan which are not enough for increased demands

• Have only one Dairy farm which is not enough provide required quantity of Milk

Opportunity

• Increase in consumption of processed milk by the consumer

• Population growth

• High migration rate of people to Cities

• Flexible Government policy for food industry

• Improvement in Literacy Rate

• Have enough funds to expand their Operations

Financial Performance

Threats

• High Inflation Rate

• Law and Order Situation

• Low purchasing power of the People

• Giant Competitor in the Market

• New Companies Arrival

Recommendations/ Suggestions Engro Foods should have much diversified bi-product line of dairy products

like Nestle & Haleeb.

They should introduce new promotions to get customers’ attention

EFL should expand its dairy farms so that they can get competitive

advantage.

EFL should focus on Market Penetration, Market Development and Product

Development strategies with more efforts to be the market leader.

They should go expand its capacity to enter into in international market like

Nestle.

Engro Foods can be into Co-branding with other brands like Olper’s with

Lipton tea bags, Olper’s with different biscuits etc. to increase their sales

They can also move towards other foods products like Nestle launch Kit Kat

Chocolate, Meggi Noodles, Sweets Candies etc.