Marketing mix of Engro foods:

Although Engro Foods started its operations, using dairy products like milk but
later it included many food products under its product portfolio. In order to meet
the demands of its health conscious customers, it dealt in food items that were
healthy and had good nutritional value. Special attention has been given to the
taste and quality of the products. Their multiple products include items like the
following

Lassi

Flavored milk

Milk powder

Fruit juices

Ice creams

Milk
The brands milk items include olpers full cream milk that is creamy in nature
and olpers lite for health conscious people who tend to drink low-fat milk. The
fruit juicers include Dairy omung and olpers y-frooter.Tarang is the special and
creamy milk powder whereas the frozen desserts are available in cups and
sticks. Olpers cream and olpers tarrka are some of its other products. The
tarrka is used as a special spice to enhance any food item. Although the ice
creams are available in various sizes, the other dairy products are available in
mostly half and one liter sizes. Engro Foods also deals in anhydrous milk fatsthat
are used for various purposes like frying, cooking, as replacement for fat in dairy
products, as ingredients in bakery products and for making ice creams and
confectionary. Its product also includes unsalted butter that is derived from the
pasteurized cream of both buffalo and cow.
For its international market, Engro Foods has also started venturing in to various
other food products. Besides the regular items, the other products served are
frozen meat related food items like turkey, beef and chicken.
Place in the Marketing mix of Engro Foods
Engro Foods is actively involved in the distribution of all its food products. It
follows both the direct and indirect channel of distribution. Under indirect
channel Engro food products are available at almost all the large and small-scale
outlets and stores. Even high profile marts and showrooms that have food item
counters display the products of this company. This has become possible because

of the transports owned by private firms. The usual channel under this scheme
includes distributer, wholesaler, retailer and then the consumers.
The direct channel has become possible because the company is selling their
products to the consumers directly through their own personnel on cycles, trucks
or tricycles. The distribution network is an extensive one so that prompt
deliveries are possible. Engro Foods has set up its own dairy farms as well as
plants for milk processing in Sahiwal and Sukkar. It has appointed workforces for
milk procurements and created departments that are vigilant in its efforts to
ascertain the freshness of the products. The company covers at least twelve
regions and has nearly three hundred and fifty distributers working under it.
Under its international expansion plans, the company signed an agreement to
buy the American food company Al-Safa- Halal. Today the company has become
an international company with a global market.
Price in the Marketing mix of Engro Foods
Engro Foods has decided to follow the strategy of competitive pricing for its
products. In order to do so it has kept a careful watch on the market economy as
well as the pricing policies of all its competitors. It receives regular feedbacks that
help it in determining and fixing the prices of its own products. The market
demand is another deterrent in determining the prices and Engro keeps
thelowest possible prices without hampering the quality of the product.
The company has decided to keep the prices flexible on a minimum and
reasonable scale, so that each and every section of the community can reach
towards these products. Large volume of sales yield larger profits for the
organization. Keeping all its options open the prices tend to fluctuate to meet the
demands of the consumers as well as other economic factors. In order to
maintain its commitment towards providing realistic food prices the company
has taken admirable and active steps so that cutting of excessive costs can be
made possible.
In some cases, the company has also used a premium pricing policy where the
prices are a bit more than the prices of local available brands but are quite
reasonable when compared to the international brands. These are for brand
conscious customers who tend to purchase products that provide competition to
foreign markets.
Promotion in the Marketing mix of Engro Foods
The marketing strategy of Engro foods is consumer centric and this has made
them a huge success in the food industry. Under its promotional strategy, it has

given special attention to its packaging and marketing. The attractive and high
quality packaging is also colorful to make it distinctive and eye catching. Tetra
packs are used for protecting the flavor and freshness of dairy products and that
to in distinct colors like purple, orange, green and yellow. An Engro food product
is easily recognized at a glance. Engro foods have realized the importance of
homemaker in the scheme of their things and hence have been actively targeting
the homemakers to buy their products. The healthy milk products are a hit with
them and the kids love the taste of its ice creams.
Engro foods recognize the contribution of active advertising to make high sales.
The vision of the company is Elevating Consumer Delight Worldwide and for
this purpose, it has taken the help of print media to highlight its products in every
nook and corner. Billboards magazines and newspapers are an important part of
their strategy. Besides this, they have created noticeable ads that are colorful with
catchy tunes and made them a part of the electronic media specially the television
and radio. Advertisements are also displayed on vehicles like the bus, trucks and
trams.

management committee
Our management committee is responsible for devising the overall business strategy and
overseeing operations to ensure that our annual business plans are aligned with the company's
long-term growth vision.
The committee comprises the following members

Babur Sultan

Chief Executive Officer

Engro Foods Limited
Babur did a post-graduation in Agriculture science and also an Alumnus of
Santa Clara University, CA and INSEAD. He has 28 years of FMCG experience
in the field of Sales & distribution, Trade marketing and Supply chain. He
joined Engro Foods in 2005 and is a founder member of EFL, prior to which he
worked for Wellcome Pharma, Russel Ucalf, Reckitt Benckiser and Haleeb
Foods.

Imran Hussain

Director Finance
Imran has rich FMCG experience of about 25+ years. He joined Engro Foods in March 2015.
Prior to that he was with Engro Fertilizers as CFO for 2 years. Furthermore he was associated
with Unilever Pakistan for 20+ years.

Ahsan Afzaal Ahmad

Director Marketing, Dairy & Beverages

Ahsan is an MBA from LUMS with 15 years of work experience in functions as diverse as Brand
Management, Creative Development, Sales, Finance and Human Resource Management. Ahsan
joined the Engro Foods Marketing Department in 2008, prior to which he was with Engro
Fertilizers for a decade.

Salman Goheer

Director Human Resource & Admin

Salman Goheer is an Engineering graduate and has thirteen years of experience in different
functions of the FMCG Supply Chain. Salman joined Engro Foods in 2007 and during his time at
Engro he has assumed both operational as well as strategic roles. Prior to joining Engro, he
worked with Unilever Pakistan and Packages Ltd.

Syed Saud Ahmed Pasha

Director Agri Business

Saud is an Agricultural graduate from the University of Agriculture in
Faisalabad. He joined Engro Chemical Pakistan Limited in 1995, prior to which
he was with Fauji Fertilizers for 6 years. During his time at Engro Chemical
Pakistan Limited he worked in various roles in the Marketing Division. He went

ahead to join Engro Foods in 2005 and has been an integral part of the Supply
Chain since the inception of the company.

Usman Zaheer

Director Sales Dairy & Beverages

Usman holds an MBA from Institute of Business Management, Punjab
University. Usman has previously worked with Berger Paints and BAT where he
formulated and implemented the trade marketing operations. Usman went on to
manage some of the biggest brands for BAT and grew to the role of head of
South Asia marketing function before being seconded to Hong Kong as
Regional Brand Manager for Dunhill. Prior to joining EFL, Usman was
associated with Qarshi Industries as Director Sales & Channels. He has joined
EFL in the capacity of Director Sales & Beverages.

Zahid Mahmud

General Manager Commercial - Ice Cream, Engro Foods

Zahid Mahmud joined Engro Foods in November 2005 as RSM Rawalpindi.
During his tenure he has been involved with Sales, Supply Chain and Ice cream.

board of directors
Our board of directors who play a critical role in steering the strategic direction of our business
include eight non-executive directors and two executive directors. Members of the board share
the collective responsibility of ensuring that the affairs of the company are managed efficiently
whilst adhering to the highest standards of ethics and integrity.

Abdul Samad Dawood

Chairman

Babar Sultan
CEO

Isfandiyar Shaheen
Director

Muhammed Amin
Director

Sabrina Dawood
Director

Rehan Hassan
Director

Zafaryab Ali Khan

Director

Marco Spits
Director

Khalid Siraj Subhani

Director

Wim Torfs