The document provides a marketing report for Engro Foods on segmentation, targeting, and positioning for launching their new Olwell milk product in Sahiwal. It discusses Engro's history and values. The report outlines plans to segment and target specific geographic, demographic, and psychographic groups in Sahiwal. It also discusses differentiating and positioning Olwell milk through unique packaging and a tagline to create perception in customers' minds.

1. In the name of ALLAH, AR-
Rahman, AR-Raheem.
Marketing Report on
Segmentation, Targeting and
Positioning.

2. Group Members
 FARINA SADIQ 055
 MUHAMMAD WASIM HASHIM 029
 MUHAMMAD RIZWAN 001
 MUHAMMAD KAMRAN SAJJAD 047

3. INTRODUCTION
 ENGRO FOODS HISTORY
 Established in 2005
 Plant located in Sahiwal and Sukkur
 1 plant provides employment about 750 people
 Vision
 Core values
 1. Leadership
 2. Innovation
 3. Quality and continuous Improvement
4. Safety, Health and Environment

4. Plan of Action
 Launch olwell milk in Sahiwal
 Segmenting and applying marketing mix
 Create differentiation from the other
product and create positioning in the mind
of customer.
 Promotion of product

5. Product line
 Olper’s milk
 Olper’s cream
 Olwell milk
 Tarang milk

6. Segmentation and Targeting
 Geographic segmentation:
 Farid town
 Tariq bin ziad colony
 Old civil lines

7. Segmentation and Targeting
 Demographic
 Age (20-35)
 Gender
 Lifestyle

8. Segmentation And Targeting
 Psychographic segmentation
 Personality Characteristics
 Lifestyles
 Values

9. Segmentation and Targeting
 Behavioral Segmentation
 Occasions
 Benefits
 User Status
 Loyalty Status

10. Differentiation and Positioning
 Positioning involves designing the product
and image that will occupy a distinctive
place in the minds of the target market.
 Create the perception in the mind of
customer


11. Differentiation and Positioning
 Olwell Packed in 6-layered Tetra Pak
 Open plastic cap
 Olwell in red color Packaging

12. Tag Line