Engro Corporation is a Pakistani multinational with subsidiaries in fertilizers, foods, chemicals, energy and petrochemicals. Engro Foods is a major subsidiary established in 2005 and is now a leading player in Pakistan's dairy industry. It has over 1,000 employees and markets products under 12 brands with a focus on Olper's milk and Omoré ice cream. While it faces competition, Engro Foods has pursued a differentiation strategy through emphasis on quality, taste and wide availability. The report recommends diversifying product lines, expanding farms and processing capacity, and exploring new markets to strengthen its position.

1. Afnan Khalid_____03
Tymur Malik_____24
ArslanSheikh_____32
Ahsan Arshad______11
Sidrashah_____42
MaryamAslam______15
Presented To:
PROF:RAHEEL AFZAL
CHAMPION’s LEAGUE

3. Contents
Introduction
Business Type
History
Vision and Mission
Products
Competitors
Departments
Market Segmentation
4 P,s
SWOT Analysis
Financial Performance
Recommendations

4. Engro Corporation
Introduction:
EngroCorporation is a Pakistani public multinational
corporation based in Karachi with subsidiaries involved
in production of fertilizers, foods, chemicals, energy
and petrochemicals. It's major subsidiaries include
Engro Fertilizers - which is one of the largest fertilizer
manufacturers of the world, Engro Foods which
manufactures, processes and markets dairy products,
frozen desserts and fruit drinks including the ice cream
brand of OMORÉ. Other major subsides include Sindh
Engro Coal Mining Company, Engro Powergen
Limited and Engro Polymer & Chemicals Limited

5. Business Type
Fertilizer
Foods
Beverages
Chemicals
Polymers
Power Generation
Petrochemical

6. Engro Foods Ltd
History
Engro 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 Food
industry.
It launches multiple products.
Ice Cream
Flavored Milk
Fruit Juices
Milk Powders

7. Vision & Mission Statement
Vision 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.”

8. Objectives and goals
Engro Foods main objectives are to supply everyone
their favorite Olper’s Milk and to satisfy the
consumer need and wants. EngoFoods second
objective is to increase the value for the stakeholders
and company value. We want to be the major player
in the food industry.

9. Introduction to Leaders
Mr. Hussain Dawood
(Chairman)
Mr.Asad Umer
(Ex. President & CEO)
Mr.Ali-u-dinAnsari
(President & CEO)

10. Quick Facts & Figures
12 Brands
1,243 Employees
45% Market Share of Dairy Products
Market Share in
310 Cities in Pakistan
18 states in USA
4 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

11. Products Portfolio

12. Competitors

13. Business Level Strategy
Engro Foods wants to achieve more
market share than other competitors.
In order to achieve the more
competitive advantage company uses
the differential strategy by
differentiate its products from other
competitors. Engro Foods differentiate
itself in the form of taste, quality and
availability of their product in the
market.

14. Corporate Social Responsibility Of Engro foods
Our commitment to Corporate Social
Responsibility (CSR) therefore extends
far beyond mere lip service, and is
deeply embedded within the very
core of our business. Besides striving
for good corporate governance by
preventing unnecessary wastage of
natural resources, investing in our
human capital and sharing our
business gains with all our stake-
holders, we also feel a great sense of
responsibility towards our
communities.
Because we believe in investing in
tomorrow by taking ownership to
inspire a lasting change today.

15. Departments
Administration
Finance and Account
Marketing
Milk Procurement
Human Resource
Quality Assurance
Supply Chain

17. 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

18. 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

19. 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 and
has a strong aroma and taste.

20. User Strategy
• Speaking about Olper’s, Aisam-
ul-Haque said,
“Olper’s has been my preferred
choice of milk brand since
before this partnership and I
feel this ad campaign is a true
picture of my healthy lifestyle. I
definitely recommend Olper’s
as an integral part of one’s
everyday balanced diet.”

21. Engro Foods Marketing Mix Strategies

22. Product
Product Variety:
A wide range of dairy ice creams and frozen
deserts.
Quality:
Premium ice cream rich in calcium and which is
fresh every time.
Features:
Made from fresh milk and ice cream and high
nutrition.
Product Names:
Olpers, Olfrute, Omore Omung Lassi, Dairy
Omung Olwell, Frozen ice pops.

23. Product
Packaging:
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 of
different sizes.
Service
Satisfying customers with warranty and
money back guarantee.
Returns:
Only in case when products are expired.

24. 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 of
liter ice cream is less then Walls which is great strategy
• Omore offers a 16% margin to retail traders and shop keepers which are
slightly lower than Walls, who offer a margin of 20% to shopkeepers. They
are new in the market and do not have the same relationship with
retailers like Walls

25. Place
Channels: 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.

26. Promotion
Advertising:
Vehicle Advertising, Outdoor billboards, Point of sale Displays and Ads on
televisions. Advertisements are mostly colorful reminiscent to their ice
cream packaging. When Engro foods was initially launched they adopt a
unique 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 various
medium social communications e.g. Facebook and Orkut linked their ice
cream with other brand names like Olpers and Olwell. This promoted their
other brands as well which are also relatively new in the market.

27. SWOT Analysis

28. 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

29. 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

30. 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

31. Financial Performance

32. Threats
• High Inflation Rate
• Law and Order Situation
• Low purchasing power of the
People
• Giant Competitor in the
Market
• New Companies Arrival

33. 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.