marketing new product devolpement - oldry engro foods limited
TRANSCRIPT
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1 Engro Corporation Ltd Marketing Presentation
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2Engro Corporation Ltd Marketing
Presentation
Marketing
Section - CProduct Development
Presented By:Ali ZulfiqarZohaib HassanMarryam JavedRaza YaseenAli ZeeshanAli Tahir
New Product
Final Research Report
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3 Engro Corporation Ltd Marketing Presentation
The University Of Lahore (UOL)
Lahore Business School (LBS)
Sir Waqar-Ul-QayyumPresented To:
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4Engro Corporation Ltd Marketing
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
Engro Corporation Ltd Marketing Presentation
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7 Engro Corporation Ltd Marketing Presentation
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
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Executive Committee
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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).
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13Engro Corporation Ltd Marketing
Presentation
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14 Engro Corporation Ltd Marketing 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
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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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