Marketing Strategy of Olpers

Executive Summary: Company Profile Engro Corp. Limited:

In 1957, Mari Gas Field was discovered by Pak Stanvac, an Esso/Mobil joint venture. In 1965, a fertilizer plant was established by Esso Pakistan, near Mari Gas Field. Production began in 1968. It was the largest foreign investment in Pakistan at the time. As part of an international name change program, Esso became Exxon in 1978 and the Company was renamed Exxon Chemical Pakistan Limited. In 1991, Exxon divested its shares which were bought by the employees of the company with help of leading financial institutions of Pakistan. This was the time when company was renamed as Engro Chemical Pakistan Limited. Engro Chemical Pakistan Limited then started a journey of venturing into other sectors including foods, energy, industrial control and automation, PVC resin manufacturing and marketing, and chemical terminal and storage.

Engro Foods Limited:

Established in 2004 Production facilities are in Sahiwal and Sakkhar. Major products include; o Dairy Milk and its derivatives o Ice Cream o Fruit Juice Products o Halal Meat Products (Offered by Engro Foods Canada)

Marketing Strategy for Olpers

Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals. While strategy is the action plan to do something and hence marketing Strategy is the managerial process of developing and maintaining a viable fit between the organizations objectives, skills and resources and its changing market opportunities. The aim of marketing strategy is to shape the companys business and products so that they yield targeted profit growth. Engro Foods Limited is selected by our group to study that how they have planned their marketing strategy for Olpers (Engros premium dairy milk). Engro Food is offering Fast Moving Consumer Goods (FMCG). Engro delivering the qualitative products to the customer is their main objective. Engro Foods Limited (EFL) has been established in 2004 as a part of diversification process at Engro group.EFL is 100% subsidiary of Engro Corp. Limited. The plant located on Sukkur in 23acre of land has raw milk reception capability of 300,000 liters per day and 200,000 liters of UHT milk. The plant has been established at a cost of around 1 billion that provides direct employment to 750 employees. Engro Food has entered into food business through milk processing and sale with companys vision to pursue growth opportunities based on country fundamentals and own strength. It also positions the company to leverage its corporate social responsibility initiatives and work closely with rural communities to promote integrated farming and live stock development. This effort is expected to play a pivotal role in alleviation and improving livelihood of the poor in milk collection areas.

Vision Statement
Aim at transforming the company within the five years into first national food industry giant,

than into regional force and finally into global player, passionately pursuing value creation for all stock holders

Mission statement
To help farmers maximize their farm produce by providing quality plant nutrients and technical services upon which they can depend. To create wealth by building new businesses based on company and company strengths in petrochemicals, information technology, infrastructure and other agriculture sectors. In pursuing this mission, we shall at all time be guided in our conduct and decision making by our core values

Strategies Adopted by Engro Foods Limited (EFL) Corporate Level Strategy

Engro Food horizontally integrated itself in the market starting with processed milk. Now they are in number of other food items as well which make them having 9 brands in the market now includes Olpers, Tarang, Omore, Omung,Olfrute etc.

Business Level Strategy

Engro Foods want to achieve more share in the market than other competitors. In order to achieve more competitive edge on others they tried to differentiate themselves in the market. Engro started with a challenging positioning. Packaging was red in a green and blue industry. They went in with a slim box, the whole country was running on a brick shaped box. They went in with as advertizing program based on Pakistani family values and tradition. Nestle was focusing on health and wholeness and Haleeb was into indulgence and taste, Engro went in with an all-purpose positioning. Olpers starts with an inspirational and inspirational value connection with the customer.