...Introduction, advertising objectives and advertising strategy Industry introduction * Pakistan is the third largest milk producing country in the world * Packaged milk industry initiated in 1981- Milkpak * Its first real competition came in the form of Haleeb, which introduced distinctively blue tetra packs to the market in 1986 * By 2006, dairy milk category growing at 20% Company Information * Engro Foods established in 2005 * Plant located at Sukhar, 23 Acre land * Raw milk reception capability of 300,000 litres a day * UHT Milk capacity of 200,000 litres * Three products; Olper’s Milk, Olwell and Olper’s Cream Product Classification * Consumer, non-durable * Convenience, packaged good Product Positioning * Use of red color - distinctive * All purpose milk market research Before the inception of the brand Olper’s, AC. Neilson carried out a marketing research for Engro Foods to determine the viability of the brand name ‘Olper’s’ and the market readiness through surveys, interviews and focus groups. 1200 names were reviewed and analyzed before Olper’s was decided Target Market * Primary Market: Upper middle and upper income groups seeking healthy and nutritious, alk purpose milk * Secondary Market: Diet concious, career oriented, upper middle and upper income class Marketing Objectives Need Satisfying: * To provide hygienic, good for health and bones and nutritious packaged drinking milk. * To provide low-fat...
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...EXECUTIVE SUMMARY This report is providing insight about Engro foods and olpers milk. Engro Foods which has captured 51% market share in the 4th quarter of 2012 is the giant foods service provider in the food and beverages industry of Pakistan. Engro food is the subsidiary of Engro Corporation Ltd. started his operations in 2006. Engro foods are competing with giant companies currently in the food industry and the growth rate indicates that engro foods are big threat for these companies. Over 5 million people in Pakistan are using engro foods products, and over 50 million people start their day with Olpers Milk. Engro foods have two milk processing plant located in Sukkar, and Sahiwal. Engro have one dairy farm in sukkar named NARA dairy farm, which is producing 25,285 liters per day, and a total herd size of 3,444 animals of which 1,707 is part of the milk cycle. Engro foods have over 350 distributors across the country which is covering 12 regions. Olpers have three distribution centers in Islamabad, Sukkar, and Sahiwal. Engro foods have consumer centric marketing strategy for their brands which made engro a giant in the food and beverage industry. In this report we have covered the SWOT analysis of engro foods which has focused on the Stength, Weaknesses, Threats, and Opportunity of the company. The report has four chapters first chapter is brief introduction of the engro foods and olpers milk, the second chapter is shading light on the data and analysis been conducted...
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...advertisement, Print Media, Billboards and LCD’s create boosting impact on short-term sales. Advertisement is primarily used to attract new customers and increase purchases by existing consumers. Publicity and advertising straightforwardly have an effect on the power of loyalty a buyer has for its beloved product. Therefore, if the preferred brand puts together a strong advertisement companion, the devotion of the customer will definitely increase but on the other side if the competitor brand also goes on advertising, the loyalty may decrease. Results are positively associated and have a strong relationship of promotional tools on sales growth under occasional study of advertisement campaign by Olpers milk Pakistan in the month of Ramadan. KEY WORDS: Advertisement, sales growth, Olpers, Regression, Milk INTRODUCTION In the words of Peter Drucker; the objective of marketing activities is to boost trade. By bearing in mind huge modifications and changes in the economic environment of the world, it can be easily said that every country is trying to get competitive edge for itself with the aid of the marketing science, In this regard, organization with improved connections with clients; throughout consumption of successful promotional tools along with obtaining improved customer understanding, have been able to draw and keep customer...
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...SWOT Analysis of Nestle Strength:- BRAND IMAGE Marketing strategies established by the company are innovative and lure customers. Financial, marketing and sales strategies are formulated by gauging the Periodic research carried out to judge market trends. It is a large scale organization, with abundant funds and has the capability of acquiring weaker firms by throwing them out of competition. example for this strength of the company. Multinational. Growing Sales and profits. Major shareholder in the food industry of Pakistan. Aggressive Marketing. Efficient Distribution networks through out the country. Quality Products. Environment Friendly. Skilled labor. Educated staff. Large number of offerings. Pre purchase virtual display. Good background of the company. Easy to approach outlets. Solid Financial position Strong supply chain network Focus on research and development Estimations of UHT Milk Production Consumption up to 2008– 09 Year Annual Production (million liters) Annual Consumption (million liters)2008-09 => 648.43 353.71 2009-10 => 753.89 372.05 Weaknesses :- The target market of Nestle MilkPak is upper middle and high class because lower middle and poor class cannot afford...
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...[pic] Table of Contents History....................................................................................................................3 Global Structure…………………………………………………………………3 Organization Structure……………………………………………………….....3 3.1. Human Resource Department……………………………………………...4 3.1.1. Shared Services……………………………………………………………4 3.1.2. Centre of Expertise………………………………………………………..4 3.1.3. Business Partners………………………………………………………….4 3.2. Brands Department…………………………………………………………5 3.2.1. Dairy……………………………………………………………………….5 Mission Statement……………………………………………………………….5 Vision & Strategy………………………………………………………………..6 Core Business Activities………………………………………………………...6 Consumer Service……………………………………………………………….6 Corporate Social Responsibility………………………………………………..7 8.1. Social Investments………………………………………………………….7 8.2. Creating Shared Value……………………………………………………..8 Human Resource Function……………………………………………………..8 9.1. Shared Services (SS)……………………………………………………….8 9.2. Centre of Expertise………………………………………………………...8 9.2.1. Hiring & Recruitment…………………………………………………...9 9.2.2. Training Programs……………………………………………………....9 9.2.3. Remuneration…………………………………………………………....10 Interview with the Human Resource Manager……………………………....10 10.1. Tasks & Responsibilities of the Manager……………………………....10 10.1.1. Chain of Command and Span of Control…………………….............10 10.1.2. Strategic Vs Operational Roles………………………………………..10 10...
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...Table of Contents EXECUTIVE SUMMARY 1 INTRODUCTION TO ENGRO PAKISTAN 2 FOOD INDUSTRY IN PAKISTAN 3 ENGRO FOODS 3 RESEARCH AND DEVELOPMENT AT ENGROFOODS 4 STRATEGIC INTERNAL AND EXTERNAL AUDIT 4 STEEPLE ANALYSIS 4 PORTER’S FIVE FORCES MODEL 6 THREAT OF NEW ENTRANTS 6 BARGAINING POWER OF SUPPLIERS 7 BARGAINING POWER OF BUYERS 7 AVAILABILITY OF SUBSTITUTES 7 COMPETITIVE RIVALRY 8 SWOT ANALYSIS 8 STRENGTH 8 WEAKNESSES 9 OPPORTUNITIES 10 THREATS 11 INDUSTRIAL SWOT ANALYSIS 12 IFA AND EFA FOR ENGROOFOODDS 15 COMPETITIVE PROFILE MATRIX (CPM) 17 CORE COMPETENCIES & KEY SUCCESS FACTORS 18 COMPETITIVE ANALYSIS 19 INTERNAL EXTERNAL (IE) MATRIX 20 GRAND STRATEGY MATRIX 21 SUGGESTIONS AND RECOMMENDATIONS 22 REFERENCES 23 Executive Summary The repot at hand provides useful overview about Engro Pakistan Ltd, a private fertilizer firm that keeps about 22 % of market share in the milk food industry Pakistan, established in 2005, a 100% owned subsidiary –First investment of dairy plant Processed milk market is growing at approx: 20% per year. Olper’s achieved peak market shares of 12.3% within 6 months of launch. Other products are launched such as –Olper’s Cream, OLwell –High Calcium Low Fat Milk (Premium Brand) Plans to expand product portfolio Milk processing capacity to increase by 200 million liters annually will become the only company in Pakistan covering the entire milk catchments area. It already has the 2ND largest cooled milk collection system in the country. Distribution network...
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...DEPARTMENT OF [pic] TOPIC: Advertising Plan On Nestle Milkpak NAMES: Al-Sayed Hasnain Hyder Naqvi (320) Abdul Khalid Memom (307) Ikramullah Memom (337) Muneer Ahmed Junejo (366) Mushtaque Ali Shaikh (367) Sheeraz Ali Pathan (386) SUBJECT: Advertising SUBMITTED TO: Madam, Sanam Memom CLASS: BBA-III 6th Semester Company Name and Its Introduction Nestle-Pakistan Organizational History: Nestlé is a multinational packaged food company founded and headquartered in Switzerland. It resulted from a merger in 1905 between the Anglo-Swiss Milk Company for milk products established in 1866 and the Farine Lactée Henri Nestlé Company set up in 1867. The Company is engaged in manufacturing, processing and sale of food products in Pakistan. The company offers milk, dairy, and chilled dairy products, including UHT milk, yogurt, raita, ghee, and cream; beverages, such as coffee, juices, and instant drinks; and bottled water in non-returnable and bulk bottles for home and office delivery. It also offers infant cereals; prepared meals, such as noodles; breakfast cereals; and mints, chocolates, and confectionery and culinary products. The company, formerly known as Nestle Milkpak, Ltd., was founded in 1979...
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...The Packaged Milk Industry Marketing Essay Introduction According to Dairy Index 2012, Pakistan is the third largest milk producing and consuming country in the world with 64 percent of the country’s population classified as “Deeper in the Pyramid’ (DIP), which represents 60 percent of LDP consumption. The livestock sector alone contributes 11% of the country’s GDP, with an estimated 42 billion litres of milk produced per annum. The total revenue from these dairy products is estimated as US$ 26 billion per annum. As per the Economic Survey of Pakistan 2009, Pakistan has a herd size of around 63 million animals, which is the 3rd largest in the world. About 35 million people are involved in dairy farming, deriving more than 40% of their total income from livestock. For these farmers, dairy animals provide milk for domestic consumption as well as meagre income through the sale of milk. In rural Pakistani culture livestock is a storer of wealth. It is viewed as important social capital and offers insurance to the owner in times of financial distress. Pakistan lacks the essential infrastructure that is needed for safe storage and transportation of farm produce. According to the Livestock and Dairy Development Board, 20 percent of the current milk production is lost due to poor infrastructure. Poor research facilities, technological backwardness and lack of processing facilities have resulted in generating fewer jobs and adding virtually no value to its agriculture produce. Of all...
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...Angro! Slide 1) titles name Slide 2) OUR VISION Engro Foods will continue to make investments aimed at impacting lives and delighting consumers each day, every day, in a multitude of ways. Slide 3) * Engro Corporation Limited is one of Pakistan’s largest conglomerates with businesses ranging from fertilizers to power generation. * . Currently Engro Corporation’s portfolio consists of diversified businesses which include 1. chemical fertilizers 2. PVC resin 3. bulk liquid chemical terminal 4. foods 5. power generation 6. commodity trade. Slide 5) History Engro is one of Pakistan’s most progressive, growth oriented organizations, yet we never forget where we came from. Our history is a part of who we are today. Our diverse range of companies represent our rich legacy of innovation and growth Slide 6) Board of Directors Aliuddin Ansari, Chairman Sarfaraz A. Rehman, Chief Executive Officer Abdul Samad Dawood Muhammed Amin Mujahid Hamid Roshaneh Zafar Ruhail Mohammed Sabrina Dawood Shahzada Dawood Zafar Ahmed Siddiqui Slide7) Recruitment The recruitment process is taken very seriously. It is vital that Engro select people with qualities essential for its continued success. Its human resource team is comprised of experience recruitment professional with diverse backgrounds. During the recruitment process objective view is taken and best practices are followed. Engro’s recruitment methodology is based on examining capabilities or competencies. These capabilities...
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...PROCESSED & PACKAGED MILK INDUSTRY IN PAKISTAN (IN THE CONTEXT OF ENGRO FOODS) Introduction Pakistan is the fourth largest milk producer in the world. Pakistan produces 45 billion liters of milk annually. However, only 36.2 billion liters of milk are usable, as 20 % of this milk goes waste owing to inappropriate methods of storage and lack of timely transportation. Engro Foods is asubsidiaryof Engro Corporation.In 2005,Engro decided to diversify their business by venturing into the food business by establishing Engro Foods Limited. Engro Foods offers a number of products namely, Olpers, Tarang, Olwell, Omore, Owsum, Olfrute, etc., with representative market share of 33% in Pakistan. Engro Foods has two production plants situated at Sukkur and Sahiwal with different combination of products manufactured at each plant. Dairy Milk Industry in Pakistan Milk is amongst the most important consumable and marketable commodities of the world with enormous demand in domestic and international markets. Buffalo is the main source of milk in domestic dairy industry, whereas cow is the main source of milk in international market. Pakistan is the fourth largest milk producing country in the world. 80% percent of milk is produced by farming families from small herds of buffaloes using locally produced feed. They account for 11 % share in the Gross Domestic Product, employ 30-35 million rural people, and constitute 30-40 % of their income. Almost all rural families, especially...
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...Analyst Briefing 4th Quarter 2014 January 27th, 2015 Key Highlights TARANG ELAICHI Business Update – Dairy & Beverages 12,000 Revenue (Rs. M) 12,037 - 3Q’14: 22% 11,000 9,481 9,835 9,517 - 4Q’13: 21% 10,000 8,629 9,000 • UHT Market Share 8,000 - Nov 2014: 56% 7,000 - Dec 2013: 49% 6,000 4Q'13 1Q'14 2Q'14 Ambient UHT & Dairy 3Q'14 Powder 4Q'14 Juices 30% QoQ Increase in GP % GP as a % of revenue 25% 20% 20% 15% 13% PAT as a % of revenue 4.7% 0.4% 2.1% 6.4% 4% 3% Price decrease in Tarang -1% 3.2% Energy & other variable cost 0% 4Q'13 Decrease in milk price Price increase in Olpers 20% 18% 13% 10% 5% • Volume increase vs. 1Q'14 2Q'14 3Q'14 1% 4Q'14 3 Business Update – Ice cream & Frozen Desserts 1,200 Revenue (Rs. M) 1,169 • Volume increase vs. 953 1,000 FY 2013: 800 512 600 400 377 301 • Market Share: - 200 0 4Q'13 200 1Q'14 PAT (Rs. M) 150 2Q'14 3Q'14 43% 34% 4Q'14 Dec 2014: 28% - Dec 2013: 25% (Internal Estimate) 60% 40% 45% 30% 100 50 17% 9% 38 8 0 2% 15% 0% (50) -15% (100) -30% (150) -45% (200) (184) 4Q'13 (169) 1Q'14 2Q'14 3Q'14 (170) 4Q'14 -60% GP as % of revenue 4 Business Update – Farm • 10% higher production compared to 4Q’13 5,000 Herd Size ...
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...ORAL COMMUNICATION REPORT Presented to: Ma’am Khoala Asif Presented by: Naqash Tanvir BBA VI Aroosa Salman BBA II Sarah Sohail Durrani BBA II FRUITA VITALS COMPANY’S INTRODUCTION Nestle is the world's largest food company, present in all five continents, has an annual turnover of 74.7 billion Swiss francs, runs 509 factories in 83 countries and employs about 231,000 people the world over. It owns different famous brands like: L'Oreal, Maggi, Cadbury, Nestle Pure life, Milo, Nescafe, Nido and many more.. NESTLE IN PAKISTAN Nestlé Pakistan is a standard-bearer of Nestlé S.A.’s global performance and registered on the Karachi and Lahore stock exchanges. For the past five years Nestlé have been declared one of the top 25 companies on the Karachi Stock Exchange, Headquartered in Lahore. NESTLE JUICES Encouraged by the consumer response to NESTLE ORANGE JUICE that was launched in 1996, the category of NESTLE juices were expanded with the introduction of Mango-Orange and Mango flavors in the year 2000. Nestle juice are 100% pure, healthy and delicious. NESTLE FRUITA VITALS Nestle Fruita Vitals is a range of premium Juices and Nectars from Nestle. Nestle Fruita Vitals is prepared by using the finest fruit carefully chosen from the gardens of the world and processed under Nestle stringent quality standards. It consists of large variety of delicious flavors, Apple, Red Grapes, Orange, Pine Apple, Mango Chaunsa, Guava, Peach and Pomegranate Nestle Fruita...
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...COPARISON OF OMORE AND WALLS: The arrival of Engro Food’s Omore brand has only recently heated up the ice creams marketing landscape , Unilever’s Wall’s has been active in the category since 1994. Outpacing and absorbing many of its local rivals, the big red giant has since been steadily gaining market share and had become a default for ice cream lovers throughout the country. Come March 2009, and Omore makes an entry, a decidedly dairy ice cream with strong connections to Olpers, a brand success story that makes Engro a worthy opponent against international players operating in the Pakistani marketplace. As the brand launched in Lahore, Engro Foods commissioned an extensive marketing campaign that sought to blanket Lahore with ‘the art of happiness’. Surely, Omore’s integrated Lahore campaign got a good word of mouth going. People in other parts of the country were looking forward to trying Omore, more so because they couldn’t have it rather than any recommendations on the product experience itself. But due to the experimental nature of the product, it seems Walls did not pay much attention to the big O and continued about their business without any drastic alterations to their brand strategy. Spring of 2011 is when Omore decided to land in Karachi, and they really went all out with a “conquer karachi” strategy that involved television, radio, activation, ambient and digital working in tandem in a dramatic show of stregnth to the city of lights. We’re no Igloo or Hico,...
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...Introduction to Brand (Brand Self Analysis) Tarang is a specialized tea creamer, operating in Dairy Industry which was launched in year 2007. Tarang tea-whitener is production of Engro Foods and is currently Pakistan's Number 1 tea-whitening brand. Tarang is a specialized tea creamer that makes the perfect cup of tea guaranteed to transport tea-lovers into a state of sheer bliss any time of the day. The brand has revolutionized the Pakistan Dairy Industry. It is presently the Leader and the biggest player of entire Dairy Industry of Pakistan, in terms of VALUE and EQUITY which is bigger than any other tetra pack milk sold in Pakistan currently. Its share in the Dairy industry is even larger than Engro Food’s own packaged full cream milk Olpers, and Nestlé’s Milk pack. Tarang tea-whitener is the only tea-creamer that combines convenience with lasting quality and real value for money. It is available in liquid and powder formats that further extend the brand's appeal to a wider audience. Since the launch of the brand in year 2007, Tarang has evolved into Engro Food’s biggest and most profitable brand with its distinctly fresh aroma, rich taste and strong focus on enhancing the tea-drinking experience for everyone. The brand has secured a firm place in the hearts of millions of tea-enthusiasts all across Pakistan. Scope of Tarang Tea-whitener Target Audience: The target Audience of the brand includes mainly 25 year...
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...Final project Marketing Mangement Submitted to: Sir Zeshan Shaukat Submitted By: Ghulam jilani Zeshan Naseem Zeshan Munir Zeshan javed UNIVERSITY OF MANAGEMENT AND TECHNOLOGY, LAHORE “Cerelac is a reliable and innovative product and a symbol of commitment. Cerelac is an ideal infant starter and excellent source of energy” TABLE OF CONTENTS 1. Executive summary ……..…………………………………….....4 2. Selection of Nestle cerelac……….……………………………....6 3. Nestle company intro…….………………………………………7 4. Nestle financial data……………………………………………..8 5. Nestle products………………..…………………………………9 6. Nestle Cerelac……………………………………………..….…10 7. Situation analysis………………………………..………………13 8. Market opportunities and issues…………………………………14 9. Objectives…… ……………………………………………….…15 10. Marketing strategy………………………………………………15 11. Target marketing…………………………………………………15 12. Positioning…… …………………………………………………16 13. Marketing Mix……....……………………………………………19 14. Product……… …………………………………………………..19 15. Price………………………………………………………………20 16. Promotion……………….……………………………………..…20 17. Place……………………….……………………………………..21 18. Conclusion………………………………………………….……20 EXECUTIVE SUMMARY Business is a never ending race and in the fast running world of business, there is variety...
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