Marketing New Product Devolpement - Oldry Engro Foods Limited

1 Engro Corporation Ltd Marketing Presentation

2Engro Corporation Ltd Marketing

Presentation

Marketing

Section - CProduct Development

Presented By:Ali ZulfiqarZohaib HassanMarryam JavedRaza YaseenAli ZeeshanAli Tahir

New Product

Final Research Report


The University Of Lahore (UOL)

Lahore Business School (LBS)

Sir Waqar-Ul-QayyumPresented To:


Presentation

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Engro Corporation Ltd

Engro Corporation Ltd Marketing Presentation

Engro Stands For “Energy for Growth”. Incorporated in 1965 as ‘Esso Pakistan Fertilizer Company’ Name later changed to Exxon limited Exit of Exxon (75% stake) in 1991, the company underwent an employee led

buyout Finally as Engro Has two manufacturing sites, one in Sukkur and the other in Sahiwal. Sukkur

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Engro Corporation Ltd

• Total Employees : 3202• Total Corp Employees: 59• Total Revenue: Rs. 79,976 Million• Investment: $ 2,160 Million• Profit After Tax: Rs. 6,790 Million



Our Businesses:1.Engro Fertilizer Limited2.Engro Foods Limited3.Engro Chemical & Polymer Limited4.Engro Powegen Limited5.Engro Vopak Limited6.Engro EXIMP Limited7.Avanceon Limited

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Board of Directors


Executive Committee

Engro Corporation Ltd Marketing Presentation 9

Muhammaf Aliuddun Ansari (President & CEO) Engro Corp Ltd

Khalid Siraj Subhani (President & CEO) Engro Poly &Chem

Ltd

Afnan Ahsan (President & CEO) Engro Foods Ltd

Shaikh Imran-Ul-Haque (President

&CEO) Engro Vopak Terminal Ltd

Ruhail Mohammed (Presedent & CEO)

Engro Fert Ltd

Abdul Samad Khan (President & CEO) Engro EXIMP (Pvt)

Ltd

Tahir Jawaid Senior Voice President)

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Shamsuddin A. ShaikhCEO (Sindh Engro Coal Mining Company)

June 18, 2012. Prior to this Mr. Shaikh was Senior Vice President at Engro Foods. Mr. Shaikh has an extensive career of 25+ years in Manufacturing, Sales, Commercial and Supply Chain at different levels and subsidiaries of Engro Corp. He holds MS in Industrial Engineering and an MBA from Colorado State University.



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Awards & Recognition 2005: Engro Corporation Limited

Communications on Progress (COP) is listed among the five best notable COPs in chemical sector from around the world by UN Global Compact.

Engro Polymer & Chemicals Limited wins the ACCA-WWF Pakistan Environmental Reporting Award for “Best Environmental Report”.


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Award $ Recognition (Cont)

2006: Engro Corporation Limited receives the “Top Taxpayers” award in Chemical Sector by Central Board of Revenue. Forbes Asia lists Engro Corporation Limited as one of Asia’s “200 Best Under a Billion” Company.

2009: Engro Corporation Limited wins the Investor Relation Award by CFA Association of Pakistan

• 2010: Engro Corporation Limited is ranked as Pakistan’s leading company for Corporate Social Responsibility (CSR), in the first Asian Sustainability Rating (ASR).


Presentation


Engro Foods Limited was officially launched as a fully owned subsidiary of Engro in 2004.

Top quality brands like 1. Olper’s, 2. Olwell, 3. Tarang,4. Ollite 5. Omore & 6. Owsum

Engro Foods Limited:


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Vision

"And that is precisely what enables us to forge ahead as Pakistan's premier foods company delivering top quality products infused with a local flavour and a global vision".


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Engro Foods

• Over 05 Million Consumers Nation-Wide Use Our Products Everyday.

• Over 1000 Employees Evaluating Consumer Delight World-Wide.

• Rs. 30 Billion Revenue For 2011.


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Leadership


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What Is Marketing?

The process by which companies create value for customers and build strong customer relationships, in order to capture value from customers in return.


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Product Development

• New Product • Existing Market


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Product Suggest To Engro Foods Limited

1.Powder Milk2.Powder Milk With

Different Flavors


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Name Of Powder Milk

Öldry Milk


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Market Plan For Oldry

To give high product quality that continued to enhance consumer confidence.

Bring innovations time to time to lead in the market.

Create awareness among consumers. Attractive packagingDeliver fresh to the consumer at a fair price.


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Market Research


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Market Resarch Engro Taluq

(FaceBook) Questions Feedback


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Market Research

50%

40%

10%

Consumers

UHT MilkPowder MilkOther Milky Product


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Marketing Mix


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Marketing Mix

ProductPricePlace Promotio

n


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Oldry Milk (Product)

• Product: Fresh Tasty Quality Energetic Different flavors Low price Should smell good Attractive packaging Longer shelf life• Product Shipping Unit: 2 Kg (2000 gm) :6 Packs Per carton 1 KG (1000 gm ) : 12 packs per carton ½ KG (500 gm) : 12 packs per shrink-wrapped tray ¼ KG (250 gm) : 27 packs per shrink-wrapped tray


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Oldry Milk (Price)

Price is less than competitor• Price Suggestion:

Price Size

Rs.1050 2 KG Tin Pack (2000 GM)

Rs. 575 1 KG Bottle Pack (1000 GM)

Rs. 275 ½KG Pack (500 GM)

10 20 Gm


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Oldry Milk (Place)

Major Cities


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Oldry Milk (Promotion) Television Personal selling Magazine Billboards Posters Buy Two Tin Pack Get 1 Half

Kg Pack Be A Part Of Engro

Foundation Buy 3 1Kg Oldry Milk Pack

And Get 20 % Off


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Segmentation

Segm

enta

tion Geographic

Canada

Pakistan

Major CitiesPhysiographic

Demographic

Family Life Cycle

Occupation

Age Factor


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Targeting

• Upper middle • Upper class • Working Class


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Revenue Dairy Farms

1Q2011 2Q2011 3Q2011 4Q200110

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

Revenue

Revenue


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OBJECTIVES

Increase profits of Dairy Farm by 2% annually.

Increase sales by 3% annually. To give high product quality that

continued to enhance consumer confidence..

Bring innovations time to time to lead in the market.

Deliver fresh to the consumer at a fair price.

Create awareness among consumers. Attractive packaging. Deliver customer satisfaction and easy

availability.


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Strength

•Engro’s Back •PR with farmers •Positive response from customers •Strong consumer & product research •Third-Generation Plant


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Weakness

•Olwell TVC •Low Quality Milk •Packaging•Milk collection & distribution costs


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Opportunities

•Increased funding by Government •Increased consumption of PLM • Awareness


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Threats

• Competition•Perceptions and Price Differentials


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Political Factor


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Economical Factor


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Social Factor


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Technological Factor


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Marketing Strategy

• Awareness about the powder milk• Tasty Tea Add• Different Flavors.


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Positioning

• Concerned with Perception which consumers have about products

• Positioned as “More for Less”• Promoted themselves as full of Happiness

Distribution


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Engro Corporation

Wholesaler

Departmental Stor

Customers

Engro CorporationWholeSalerDepartmental StoreCustomers


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Our Campaign Education ProgramsKatcha Schools Health Programs Free Snake Bite TreatmentDialysis Centers at Daharki and Mirpur Mathelo Eye Care Centre Training and Resource Centre Sahara Welfare Society


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Marketing New Product Devolpement - Oldry Engro Foods Limited

Education

Transcript of Marketing New Product Devolpement - Oldry Engro Foods Limited