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STUDENTS OF LAHORE SCHOOL OF
ECONOMICS
BSC ECONOMICS AND FINANCE
 Engro stands for “energy for growth”.
 Incorporated in 1965 as ‘Esso Pakistan
Fertilizer Company’
 Name later changed ...
 Engro Foods Limited was launched in May
2004.
 Has two manufacturing sites, one in Sukkur
and the other in Sahiwal.
 I...
 Omoré was launched in March and formally
launched on April 6, 2009
 The ice cream was launched in eight cities
and town...
 Engro has had its gross profit increase from 6917
million rupees in 2008 to 6931 million rupees in
2009
 In just a few ...
 Olwell.
 Olpers.
 Tarang.
 Tarka.
 Owsum.
 Engro VopakTerminal Limited (EVTL)
 Engro EximpLimited (EXIMP)
 Engro PowerGenLimited (EPGL)
 Engro Energy Limited (E...
Demographic
Age
Income
Family Size
Geographic Density
Behavioral
Benefit
Ocassions
 Differentiated Marketing Strategy
 Families
 Individuals (youth and adults)
 Children
 Concerned with Perception which consumers
have about products
 Various bases to categorize the products
 Positioned as...
 Promoted their Quality
 Major edge over competitors in terms of
ingredients
 Used Olpers logo on packing to assure Qua...
 Core Product
 Ice Cream- convenience product!
 Actual Product
 The brand- Omoré
 27 flavors of ice cream in differen...
 The packaging style
 attractive and colorful
 available in various designs: cones, cups, tubs and
bar sticks.
 High q...
 Product line pricing
 Market penetration pricing
 Three different classifications
 Frooze
 (5- 10- 12- 15) Rupees
 ...
 Indirect distribution channel
 intermediaries before the final product reaches to
the customer
 Mobile sellers, aka: S...
 High marketing expenditure
 Advertisement
 TVCs
 Introductory ad, Frooze and Family Packs
 TV Bloopers
 Sponsoring ...
 Sales Promotion
 Free samples at launch
 Refrigerators to retailers
 Banners and decoration in shops
 Public Relatio...
THANK YOU
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Marketing presentation

  1. 1. STUDENTS OF LAHORE SCHOOL OF ECONOMICS BSC ECONOMICS AND FINANCE
  2. 2.  Engro stands for “energy for growth”.  Incorporated in 1965 as ‘Esso Pakistan Fertilizer Company’  Name later changed to Exxon limited  Exit of Exxon (75% stake) in 1991, the company underwent an employee led buyout  Finally as Engro
  3. 3.  Engro Foods Limited was launched in May 2004.  Has two manufacturing sites, one in Sukkur and the other in Sahiwal.  Ice cream factory located at Sahiwal.  The ice cream factory’s average operating capacity is 50,000 liters per day.
  4. 4.  Omoré was launched in March and formally launched on April 6, 2009  The ice cream was launched in eight cities and towns  The brand had started with 24 different formats and flavors.  Lack of cold storage facilities and proximity of factory were reason for slow start
  5. 5.  Engro has had its gross profit increase from 6917 million rupees in 2008 to 6931 million rupees in 2009  In just a few weeks, Omoré had made sales of Rs10 million on volumes of 76,000 liters.  Ice Cream now has 39 SKUs launched and boasts sales of over 6 million liters.  Ice cream turnover in 2009 was Rs.751 million.  Market share 11% , while losses at 461 million.
  6. 6.  Olwell.  Olpers.  Tarang.  Tarka.  Owsum.
  7. 7.  Engro VopakTerminal Limited (EVTL)  Engro EximpLimited (EXIMP)  Engro PowerGenLimited (EPGL)  Engro Energy Limited (EEL)  Engro Polymer & Chemicals Limited (EPCL)  Avanceon Limited (EIAL)
  8. 8. Demographic Age Income Family Size
  9. 9. Geographic Density
  10. 10. Behavioral Benefit Ocassions
  11. 11.  Differentiated Marketing Strategy  Families  Individuals (youth and adults)  Children
  12. 12.  Concerned with Perception which consumers have about products  Various bases to categorize the products  Positioned as “More for Less”  Major challenge in bringing change in the market  Creativity is the core of its marketing strategy  Promoted themselves as full of Happiness and Art  Offered 24 different packs and flavors 3 of which not offered by any one
  13. 13.  Promoted their Quality  Major edge over competitors in terms of ingredients  Used Olpers logo on packing to assure Quality  Set new trends in the market  Colors depicts Happiness which is present in Omore ice cream  Achieved major brand positioning within three months
  14. 14.  Core Product  Ice Cream- convenience product!  Actual Product  The brand- Omoré  27 flavors of ice cream in different shapes and quantities.  The product line  Frooze range of cheap ice creams for children.  a range of family packs  range targeted towards teenagers as well as adults.
  15. 15.  The packaging style  attractive and colorful  available in various designs: cones, cups, tubs and bar sticks.  High quality level  Meets hygienic and nutritious standards.  Augmented Product:  provides ingredients and nutrition information on the packaging  contact information for comments and queries
  16. 16.  Product line pricing  Market penetration pricing  Three different classifications  Frooze  (5- 10- 12- 15) Rupees  Range of family packs  (150- 120- 105) Rupees  Range of individual ice creams  (10-15-20-30) Rupees
  17. 17.  Indirect distribution channel  intermediaries before the final product reaches to the customer  Mobile sellers, aka: Sale Point Dealers (SPDs)  increase sales of ice creams  increase brand awareness  Available only in 8 cities  Due to limited cold storage and production in the beginning  Small distribution network
  18. 18.  High marketing expenditure  Advertisement  TVCs  Introductory ad, Frooze and Family Packs  TV Bloopers  Sponsoring of TV shows  Madison an Vine technique  Streamers, Decoration of Lahore, Dropping pamphlets from planes  Print ads
  19. 19.  Sales Promotion  Free samples at launch  Refrigerators to retailers  Banners and decoration in shops  Public Relations  Omore Basant Event, Lahore  Concerts
  20. 20. THANK YOU

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