The document discusses market segmentation strategies for dairy products of Engro and Nestle in Pakistan. It provides details on the product descriptions, target demographics including age, income level, and lifestyle, as well as target regions, occasions of use, consumer benefits, and loyalty status for various milk, cream, and tea whitening products. Market segments include families, adults, children of different ages, and consumers from urban and rural areas with a range of income levels. Benefits and attributes targeted include nutrition, health, taste, quality, and convenience.

1. MARKET SEGMENTATION OF DAIRY
PRODUCT OF ENGRO AND NESTLE
CONSUMER BEHAVIOR
Bilal Munir
20131-16320

2. Engro’s Market Segmentation
Product Description:
Olper's Milk is ultra-heat treated to carefully preserve its rich creamy
thickness. The country's leading all-purpose standardized UHT processed
milk, Olper's Milk is sheer indulgence in every sip and is backed by its high
nutrition content and invigorating freshness that have become
synonymous with the Olper's brand.
Geographic
•Region: Urban
Demographics
•Age : Family except children below 5
•Gender: Both
•Income Moderate and High
Psychographics
•Social Class: MM MU UL UM UU
•Lifestyle: Strivers and Achievers
Behavioral
•Occasions: Special Occasions and Daily purpose
•Benefits: Quality and Convenience
•Loyalty Status: Strong

3. Nestle’s Market Segmentation
Product Description
Protecting pure milk with the utmost care and warmth, making sure it
remains untouched at all stages ,we ensure that you get the best in every
drop. We do all this and more because we know that when it comes to
your loved ones, you need the trust of purity.
Geographic
•Region: Urban
Demographics
•Age : Family except children below 5
•Gender: Both
•Income: High
Psychographics
•Social Class: MM MU UL UM UU
•Lifestyle: Strivers and Achievers
Behavioral
•Occasions: Special Occasions and Daily purpose
•Benefits: Health , Quality and Convenience
•Loyalty Status: Moderate cum strong

4. Engro’s Market Segmentation
Product Description:
The ideal low-fat, hi-calcium milk for adults who want to stay healthy, active
and fit for life, Owell contains all the inherent nutrients of milk that can boost
energy, without the extra calories that cause weight gain.
Geographic
•Region: Urban
Demographics
•Age : Adults
•Gender: Female & Male
•Income: High
Psychographics
•Social Class: MU UL UM UU
•Lifestyle: Achievers
Behavioral
•Occasions: Special Occasions and Daily purpose
•Benefits: Nutrient Value, Quality and Convenience
•Loyalty Status: Strong

5. Nestle’s Market Segmentation
Product Description:
If you are all set for an active and healthy lifestyle, then you need to get the
strength your bones need & the smartness you desire with NESTLÉ NESVITA
Calcium Plus as it is high in Calcium and low in fat. With more Calcium than regular
milk, NESTLÉ NESVITA Calcium Plus locks the Calcium in your bones making them
strong and healthy. This is because it contains Calci-Lock, a unique combination of
Calcium, Vitamin D and other essential vitamins and minerals.
Geographic
•Region: Urban
Demographics
•Age : Adults
•Gender: Female
•Income: Moderate and High
Psychographics
•Social Class: MU UL UM
•Lifestyle: Strivers
Behavioral
•Occasions: Special Occasions and Daily purpose
•Benefits: Nutrient Value,Quality and Convenience
•Loyalty Status: Strong

6. Engro’s Market Segmentation
Product Description:
The cream of all creams, Olper's Cream is a rich, creamy delight that has
initiated a new trend not just amongst baking enthusiasts and dessert
makers, but also within conventional households, where it is generously
splurged over everyday food items as the primary ingredient to enhance
the culinary experience by transforming in into a scrumptious creamy
sensation. Olper's cream continues to make meal-times, as well as
breakfast and afternoon rituals a rich, creamy celebration day after day.
Geographic
•Region: Urban
Demographics
•Age : Children 3+ teen and Adults
•Gender: Both
•Income: Moderate& High
Psychographics
•Social Class: ML MM MU UL UM UU
•Lifestyle: Achievers
Behavioral
•Occasions: Special Occasions
•Benefits: Quality and Convenience
•Loyalty Status: Moderate

7. Nestle’s Market Segmentation
Product Description:
MILKPAK CREAM is ideal for desserts, an assortment of toppings and
to put a rich spin on whatever you fancy!
Geographic
•Region: Urban
Demographics
•Age : children 3+ teens adults
•Gender: Both
•Income: Lower ,Moderate
Psychographics
•Social Class: ML MM MU UL UM UU
•Lifestyle: Strivers
Behavioral
•Occasions: Special Occasions and Daily purpose
•Benefits: Quality and Convenience
•Loyalty Status: Moderate

8. Engro’s Market Segmentation
Product Description:
Pakistan's No. 1 tea-whitening brand, Tarang is a specialized tea creamer that
makes the perfect cup of tea guaranteed to transport tea-lovers into a state of
sheer bliss any time of the day. With its distinctly fresh aroma, rich taste and
strong focus on enhancing the tea-drinking experience for everyone, Tarang has
evolved into our biggest and most profitable brand since its launch in 2007, after
securing a firm place in the hearts of millions of tea-enthusiasts all across
Pakistan.
Geographic
•Region: Rural Urban
Demographics
•Age : Adults
•Gender: both
•Income: Moderate
Psychographics
•Social Class: ML MM MU
•Lifestyle: Tea Drinkers
Behavioral
•Benefits: Taste, Quality and Convenience
•Loyalty Status: Loyal

9. Nestle’s Market Segmentation
Product Description:
The pioneer of tea creaming in Pakistan,EVERYDAY with its consistent
great taste, aroma and texture gives a perfect cup of tea every time,
making it the choice of modern homemakers who retain their
individuality in everything they do and always stand out to make their
mark.
Geographic
•Region: Urban
Demographics
•Age : children 3+ teens adults
•Gender: Both
•Income: Moderate
Psychographics
•Social Class: ML MM MU
•Lifestyle: Strivers
Behavioral
•Occasions: Daily purpose
•Benefits: Taste Quality and Convenience
•Loyalty Status: Moderate

10. Engro’s Market Segmentation
Product Description:
Dairy Omung is our economical and wholesome UHT
dairy liquid brand. Dairy Omung is sourced from pure
milk and provides hygienic and nutritious dairy liquid,
which helps in the development of growing children.
With Dairy Omung, consumers can now enjoy the safety
of UHT milk at a price that is within their budget.
Geographic
•Region: Urban
Demographics
•Age : children 5+ teens adults
•Gender: Both
•Income: Lower
Psychographics
•Social Class: LL LM LU ML
•Lifestyle: Strivers
Behavioral
•Occasions: Daily purpose
•Benefits: Nutrition Quality and Convenience
•Loyalty Status: Moderate

11. Nestle’s Market Segmentation
Product Description:
NIDO believes that a mother’s love is unconditional and is always
searching to give her child the very best in life. That is what she is all
about, NURTURING. NIDO strives to provide a strong foundation for
growth and development by giving your children the very best in health
and nutrition.
NIDO 1+ , NIDO 3+ , NIDO FORTIFIED, NIDO BUNYAD
Geographic
•Region: Urban
Demographics
•Age : children aged from 1-12
•Gender: Both
•Income: Moderate
Psychographics
•Social Class: ML MM MU
•Lifestyle: Strivers
Behavioral
•Occasions: Daily purpose
•Benefits: Nutrition , Quality and Convenience
•Loyalty Status: Moderate

12. Engro’s Market Segmentation
Product Description:
Mabrook offers all the benefits of Fresh Milk i.e. consistent cream
(balai) yield, value in usage (yogurt, butter, ghee, direct consumption,
etc) and daily fresh supply of milk at Mabrook shops. Keeping the Loose
milk consumer's preferences into view, the milk is sold through milk
outlets and is dispensed hygienically to ensure that the best possible
quality product reaches the consumer. A growing network of Mabrook
Milk Shops has been setup in Karachi and is catering to the daily Fresh
dairy needs of the consumers across the city
Geographic
•Region: Urban
Demographics
•Age : children 5+ teens adults
•Gender: Both
•Income: Moderate & High
Psychographics
•Social Class: ML MM MU UL UM UU
Behavioral
•Occasions: Daily purpose
•Benefits: Taste Quality and Convenience