Engro khud pakistan
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Transcript of Engro khud pakistan
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.