The document discusses Tarang, a tea whitener brand produced by Engro Foods that is the market leader in Pakistan. It outlines Tarang's history and production process, as well as its marketing strategy which focuses on positioning the brand as festive and appealing to rural communities through Lollywood themes. The document also performs a SWOT analysis of Tarang and discusses the company's distribution network and goals to expand internationally.

1. Submitted To: Ma’am Sidra Naeem
Submitted By: Farhan Mahmood # 31
Shahbaz Shareef #
Course:- BBA(Hon’s)
Subject: Principal of Marketing

2. TARANG
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.

3. ABOUT TARANG
 Engro Foods Limited is subsidiary of Engro Chemical Pakistan Ltd.
which is one of the most reputed enterprises in Pakistan with more than
40 years of diversified business operations in the areas of fertilizer and
chemicals.
 Engro Foods started its business operations in March 2006 and with the
successful launch of Olpers Milk, Tarang, Olwell, and Olpers cream, it
has established itself as a major player in the foods business.
 Engro Foods has already set up two processing plants at Sukkur and
Sahiwal. With the ever expanding milk collection network and processing
facilities, the Supply Chain has geared us for the growing sales of our
products.
 Tarang is a specialized tea whitener that gives tea the perfect color,
aroma and taste in every cup. The brand instantly succeeded in creating
a stir in the market and received a warm welcome from its consumers
across Pakistan since 2007.
 Tarang is not only the market leader in both the STC and
UHT Dairy categories but is also Tetra Pak's 6th biggest global
brand.
 In Pakistan, Tarang continues to be one such brand. From its
inception, Tarang as a brand continues to carry the whole “Filmi”,
“Lollywoodish and “.Festive” feel in its communication.

4.  Our vision is to become a fast expanding mega foods
company. To achieve our vision, the company will initially
focus on dairy by investing a substantial amount in plant,
milk collection capability and marketing. We are making
concrete efforts to expand in and beyond Pakistan; through
strategic international alliances, to eventually become global.
 It is for the young experiences to get attracted by this and go
for Tarang Milk. It is targeting to the young youth wanting to
have tea with a good taste and are energetic

5. POSITIONING THE BRAND :-
 Positioning involves designing the product and image that
will occupy a distinctive place in the minds of the target
market. As can be seen, nestle milk pak and Haleeb have
the largest profit margins and market share in
the milk industry. Thus the marketers at Tarang have
decided to create its own unique image and then
strengthen the position in the customer’s minds.
 And most of the above is the revival of the lollywood
culture which is appreciated by most of the
community(rural areas, drivers, small restaurants like
dhabas).

6. BECOMING THE MARKET LEADER
 Tarang was launched as a tea-whitening brand with
an aim to achieve excellence in terms of quality,
affordability and brand experience.
 The brand instantly succeeded on these fronts and
became the market leader in the UHT(ultra head
treatment) industry of Pakistan in a brief span of
time. In 2012 alone, Tarang sold over 1.5 billion
packs touching 5 million consumers daily.
 Currently, Tarang is rated at #6 position in Tetra
Pak’s top 10 global brands list. It enjoys the highest
recall among all brands in its category.

7. DISTRIBUTION
 The Company is operating 5 Regional Offices
located in important cities of the Pakistan to handle
the domestic business. These regions are
 Karachi.
 Multan.
 Lahore.
 Rawalpindi.
 Peshawar

8. BRINGING UP THE PERFECT PACKAGE
 Tarang comes in a diversified SKU(stock keeping
unit) portfolio in 125ml, 200ml, 250ml, 500ml and
1000ml to meet the needs of all tiers of its target
audience.
 Recently Tarang has launchedd elaichi flavored
milk.
 Tarang has 6.5% vegetable fat (HPO) and contains
4.5% milk-solids non-fat, with 1.75% sugar and
minor ingredients such as emulsifiers and
stabilizers. Each pack is packed in Tetra Brik Slim
and has a shelf life of 71 days.

9.  The milk sector shows a market that has
homogeneous preferences that is the consumers have
similar preferences.
 They want milk to be white.
 It should be carefully processed.
 It should be good for health and bones.
SEGMENTING AND TARGETING

10. PROMOTION AND ADVERTISEMENT
 Aggressive marketing campaign.
 Print ads, radio commercials, billboards
and plenty of BTL (below the line)activities including
direct consumer and shop branding activities.
 TV and lollywood themes.

11. SWOT ANALYSIS
 Strengths
 Engro’s Back
 Tarang is a brand of ENGRO foods.
 PR with farmers, ENGRO has a strong bond and
long term relationship with the farmers who are
willing to supply milk to the company
 Positive response from customers

12. WEAKNESS
 Narrow brand portfolio
 Tarang brand portfolio still consists
of just few products i.e. Tarang tea
whitener, Cream, Tarang (Liquid &
Powder), Tarang flavored Elaichi
milk).

13. OPPORTUNITIES
 Increased funding by government
Government has decided to increase farmer’s funding
 Increased consumption of PLM, Each competitor in the
milk industry wants to increase penetration of processed
liquid milk.
 Awareness, Growing dissatisfaction with loose milk and
increasing awareness about health and hygiene issues
have led to increased processed milk consumption.
 3rd largest producer of milk. Pakistan produces 32 billion
liter of milk in a year. This is quite an opportunity for
ENGRO Foods as there is lot of growth in this part of
the Sector
 Technology advancement.

14. THREATS
 Consumers· perceptions and price differentials can
cause a threat for the company. It is important that
Tarang comes up to the expectations of the
customers For example, loose milk is still cheaper than
packaged milk and that is also one factor that people still
prefer to buy loose milk.
 For Tarang it might be difficult to penetrate in a market
where the loyalties exist for such brands as Nestle
and Haleeb
 Customer developed taste.
 Inflation
 Government regulation

15. 

16. MARKET MIX
Price
According to the demand
of the people (Student,
workers, Business
man.
Place
Stations all over Pakistan
Mainly in big cities
Promotions
Advertisement &
Packages , sponsors .
Technology
People
Customers , rural areas,
workers employees &
Banks, offices etc.