5. The Employees of Engro, in partnership with leading
international and local financial institutions bought out
Exxon’s equity and the company was renamed as Engro
Chemical Pakistan Limited.
Engro Foods started its business operations in 2005-06.
Top quality brands like Olper’s, Olper’s Lite, Tarang,
Omore, Olfrute, Dairy Omung, Al Safa, Tarraka and
Omung Lassi have been successfully launched
10. 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. 2 Milk Processing Plants
One Production Farm having 2,615 cattles (16% Milk Produce of Total
Production)
Milk Production Capacity is 700 Thousand Liters per Day.
Profit Growth 406% in 2011
Revenue Growth 42.6% 2011
30 Billions Revenue for 2011
EPS Rs.1.22 for 2011
Total Assets Rs.16,639 Millions
19. PLACE
Plants at Suckar and sahiwal.
Own sales and distribution network
Presently olper is available in more
then 100 cities.
Special arrangements for occasion
like Ramadhan and Eid.
Delivery in the big cities through
vehicles on daily bases.
20.
21.
22.
23. Olpers segments the market
keeping
Some basic things in mind like to
Be white carefully procesed and
Good for health and bones.
28. All four are essential to the success of a marketing
plan for either a product or a service.
A mix of the four is necessary to sell a product
The 4 P’s Of
Marketing Mix
29. Quality:
low-fat, hi-calcium, Rich in iron and calcium content, without
the extra calories that cause weight gain.
Features:
Olper's Lite is the preferred low-fat milk in the market with all
the necessary ingredients to help adults achieve optimum
health and keep it light by staying calorie and guilt free!
Design:
Product
36. • Launched in 2011 in response to the
rising inflation in Pakistan, 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.
37.
38. • Dairy Omung milk substitute that specifically catered
to the middle-to-low income group.
• Omung encourages public (particularly housewives) to
purchase tetra pack milk instead of fresh milk by
offering it at a low price.
• As compare to other milks like Olper & Dairy Milk the
market position is low.
39.
40.
41. • Dairy Omung contains Milk Solids,
Dairy Fats, minerals and Stabilizers
while Engro foods other brand Olpers
Milk dont have an ingredient list.
• Dairy Omung product packaging is base
on “TETRA PACKING”
42. • Liter pack of Dairy
Omung= Rs 65
• Liter of Fresh Milk
=Rs 70-75
• Liter pack of Milk by
other Brands =Rs 85
(including Engro
Foods brand Olpers )
43. • Engro Foods’ management maintains that
Omung was never marketed as milk in
the first place. While the company could
not reveal the exact recipe and
composition of their products, they
maintained that Dairy Omung has been
specified as a ‘dairy drink’ and that it met
all nutritional claims made on the label.
44. • The tagline of Dairy Omung says “saf aur
sehat baksh, fikar k bagher”( pure and
healthy, without being worried), “sehat
bhi bachat bhi” ( health and saving
together) etc in the print and TV ads,
cleverly avoiding the word milk. The
tetra pack of Dairy Omung mentions it is
actually UHT Dairy Liquid.
45. • Punjab Chief Minister Shahbaz Sharif has
constituted a committee to settle the dispute
between a Engro Foods – and the Punjab
Food Authority (PFA) over restrictions on
the distribution and sale of ‘Dairy Omung’.
• EFL rapidly took a stay order against PFA
from the Lahore High Court.
• The company conducted a research on the
loose (raw) milk available in the market,
and found that it was “unhygienic and not
safe for consumption”.
47. All four are essential to the success of a marketing
plan for a produt.
A mix of the four is necessary to sell a product
The 4 P’s Of
Marketing Mix
48. Quality:
badam, zafran and rose, Olper's flavored milk caters to a
diverse cross-section of consumers, with a penchant for
natural ingredients infused in rich, creamy and aromatic milk
Features:
Olper's Badam Zafran and Olper's Rose present the rare
combination of great tasting milk fused with the natural flavors
of badaam, Zafran and Rose for discerning customers seeking
a wholesome experience of nutrition, taste and tradition.
Design:
Product
61. Omung Lassi
Promotion:
Engro foods use the difference medium for promotion of Omung
Lassi. Engro use the electronic, bill boards, internet for promotion.
Place:
They target all over the Pakistan.
62.
63. Omung Lassi
TargetMarket
Engro foods are targeting omung lassi in all over the
Pakistan. They are targeting the upper andmiddle class.
64. Wrong way of targeting
Audience.
Wrong way of promotion Ads.
Targeting Upper class or Burger
class.
