OLFRUT
RESEARCH OBJECTIVE
The aim is to analyze the performance of Olfrute in the market and the reasons which lead to its downfall.
INTRODUCTION
This research is about Olfrute which is a juice brand under the banner of Engro Foods. There have been serious issues with this brand, and this will serve as the basis of this report. 4 Ps of Olfrute have been tackled separately and problems in each of them have been identified and explained. Repositioning of Olfrute has also been discussed along with the pros and cons of it. An overview of its financial statements for the recent years is also given. Quantitative portion of the report deals with the numerical findings from sample survey of 50 respondents. In the end, future plans of Engro Foods with regards to Olfrute have been discussed along with some recommendations.
COMPANY INFORMATION
Engro Corporation Limited is clearly a company which needs no introduction. With just a few years in its court as Engro Corporation Limited it has managed to get considerable success and is growing exponentially. It consists of various subsidiaries such as Engro Foods, Engro Polymer and chemicals, Engro Fertilizers, Engro Powergen and Engro Eximp. For the sake of the nature of the research objective, Engro Foods and its product Olfrute will be majorly focused up on.
Engro Foods was officially launched as a subsidiary of Engro Corp in 2007. It launched itself with Olpers. It just did not enter the market but hit it with a bang loud enough to literally shake already existing players in the industry. The immediate success of Olpers really helped create Engro Foods brand equity. This triggered its growth in dairy sector. The financials related to this have been given below. In order to diversify, Engro Foods entered ice-creams and beverage industry. Engro Corporation is an epitome of diversification; one of its employees said, “We are never afraid of trying new things here. The success of Engro Foods is attributed to this attitude which is
The aim is to analyze the performance of Olfrute in the market and the reasons which lead to its downfall.
INTRODUCTION
This research is about Olfrute which is a juice brand under the banner of Engro Foods. There have been serious issues with this brand, and this will serve as the basis of this report. 4 Ps of Olfrute have been tackled separately and problems in each of them have been identified and explained. Repositioning of Olfrute has also been discussed along with the pros and cons of it. An overview of its financial statements for the recent years is also given. Quantitative portion of the report deals with the numerical findings from sample survey of 50 respondents. In the end, future plans of Engro Foods with regards to Olfrute have been discussed along with some recommendations.
COMPANY INFORMATION
Engro Corporation Limited is clearly a company which needs no introduction. With just a few years in its court as Engro Corporation Limited it has managed to get considerable success and is growing exponentially. It consists of various subsidiaries such as Engro Foods, Engro Polymer and chemicals, Engro Fertilizers, Engro Powergen and Engro Eximp. For the sake of the nature of the research objective, Engro Foods and its product Olfrute will be majorly focused up on.
Engro Foods was officially launched as a subsidiary of Engro Corp in 2007. It launched itself with Olpers. It just did not enter the market but hit it with a bang loud enough to literally shake already existing players in the industry. The immediate success of Olpers really helped create Engro Foods brand equity. This triggered its growth in dairy sector. The financials related to this have been given below. In order to diversify, Engro Foods entered ice-creams and beverage industry. Engro Corporation is an epitome of diversification; one of its employees said, “We are never afraid of trying new things here. The success of Engro Foods is attributed to this attitude which is