ENGRO FOODS LIMITED (EFL) CASE STUDY
“To be the premier Pakistani enterprise with global reach, passionately pursuing value creation for all stake holders” _____________________________________________________________________________________ Engro Foods Limited is a wholly owned subsidiary of Engro Corporation. It started its operation just 7 years back with only 20 employees. In year 2013 EFL had 1300 employees with sales reaching Rs.40 billion. Engro Foods Limited (EFL) is considered as one of the fastest growing company of Pakistan and is already operating at global level. Engro Food Limited used dairy as a stepping stone to enter the food business. EFL has established state of art dairy processing units with multi product manufacturing facilities in Sukkur (Sind) and Sahiwal (Punjab)). Top dairy brands like Olper’s, Olwell, Tarang , Omore , Omang Lassi and Owsum have been launched under the category of dairy products. To support these brands and their higher standards of quality, Engro Food has invested heavily in milk processing and milk collection infrastructure. The company has also taken initiative to step out of diary sector with the launch of juices under the brand of Olfrute. The factory for Olfrute has been established in Sukkur along with the milk processing plant. The company has established state of art rice processing factory in Muridke ( Punjab). The company is also exporting high quality branded rice all over the world. The company is continuing its aggressive business strategy of growth and related diversification into new product ranges and is achieving high volume growth. Under the dairy category, Olper’s brand was launched first and is now considered to be the leading brand in UHT –processed milk category in Pakistan. Olper’s brand is known for several marketing campaigns which were larger than life and have completely redefined brand communication in...
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