Engro Foods

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Contents
ABOUT ENGRO FOODS3
VALUE PROPOSITION3
OLPERS3
OLWELL MILK (A LOW FAT MILK BY OLPERS, ENGRO FOODS)4
OLFRUTE JUICE4
TARANG4
OMORE5
SEGMENTATION5
WHAT IS SEGMENTATION.....???5
BASIS FOR SEGMENTATION:5
SEGMENTATION FOR OLPER’S5
OLPER,S PRODUCT RANGE6
SEGMENTATION FOR OLPER’S:7
POSITIONING FOR OLPER’S8
WHAT IS POSITIONING…..???8
POSITIONING PROCESS:8
COMPETITIVE ADVANTAGE12
CONTINUOUS IMPROVEMENT12
QUALITY CONTROL12
PR WITH FARMERS13
THIRD-GENERATION PLANT13
ENGRO’S PROMOTION MIX TOOLS13
ADVERTISING13
SALES PROMOTIONS15
PUBLIC RELATIONS16
PERSONAL SELLING17
DIRECT MARKETING18
BASIC TACTICS USED18
CUSTOMER RELATIONSHIP MANAGEMENT18
CUSTOMER RELATIONSHIP MANAGEMENT IN ENGRO FOODS18
CUSTOMERS TOUCH POINTS19
REDUCING THE CUSTOMER DEFECTION RATE22
BUILDING LOYALTY22
REFERENCES24

ABOUT ENGRO FOODS

Engro stands for “energy for growth”. From inception, ours is a legacy of continuous growth, new challenges and fulfilled promises. From fertilizers to dairy products, business solutions to PVC resin, power generation to commodity trade, at Engro our ambition is to become the premier Pakistani enterprise with a global reach.

Engro Foods Limited is subsidiary of Engro Chemical Pvt. 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 Chemicals, formerly known as Exxon, was taken oven by the employees and reamed Engro. Since then, it has diversified into many fields owning and operating subsidiaries like Engro Asahi, Engro Vopak, Engro Pak tank, Engro Chemicals and Engro Foods. Engro Foods started its business operations in March 2006 and it hasn’t looked back ever since its inception. Within a very short span of 2 years, it has become the house of four quality dairy milk brands: Olpers Milk, Tarang, Olwell, and Olpers cream. Engro Foods has already set up two processing plants at Sukkur and Sahiwal.

VALUE PROPOSITION

A value proposition is a promise of value to be delivered and a belief from the customer of value that will be experienced. A value proposition can apply to an entire organization, or parts thereof, or customer accounts, or products or services.

Engro Foods Ltd. is delivering value to customers by offering following products

OLPERS

[pic]

OLWELL MILK (A LOW FAT MILK BY OLPERS, ENGRO FOODS)

OLFRUTE JUICE

[pic]

TARANG

[pic]

OMORE

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SEGMENTATION

WHAT IS SEGMENTATION.....???

“The process of defining and subdividing a large homogenous

market into clearly identifiable segments having similar needs, wants,

or demand characteristics.”

BASIS FOR SEGMENTATION:

The following are the basis for segmentation:

[pic]

SEGMENTATION FOR OLPER’S

It is difficult for any one company to engage in mass production, mass distribution and mass promotion for its product. The complexities arise from the proliferation of advertising and distribution channels and the high costs associated with reaching a mass audience. Therefore, companies segment the market so that they can target the group of customers who share similar needs and wants. The milk sector shows a market that has homogeneous preferences that is the consumers have similar preferences. They want milk to be white, carefully processed, and good for health and bones. Keeping these things in mind Engro segmented its market. The marketers at Engro have had a number of options available to them when segmenting the market for their products.

Engro Olper’s products include:

[pic]

OLPER,S PRODUCT RANGE

SEGMENTATION FOR OLPER’S:

Geographic Segmentation:

Engro Geographically segmented its market...
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