Executive Summary

The repot at hand provides useful insight about Olfrute juice by 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 Therefore, Engrofoods has a large number of consumers throughout the country.
After the introduction The EFL mission and vision statement, situational analysis ie.SWOT analysis of the company has also been done. The company core competencies also discussed. Most important we discussed about olfrute brand awareness, loyality, recognition and asoociation is measured in graph formation.

Introduction:
Engro Foods Limited was officially launched as a fully owned subsidiary of Engro in 2004. Using dairy as a stepping stone to enter into the food business, the Company has established state-of-theart processing units in Sukkur and Sahiwal, along with an ice cream production facility in Sahiwal. Top quality brands like Olpers, Olwell, Tarang, Omore and Owsum have been successfully launched under the helm of Companys dairy products. To support these brands and their highest standards of quality, Engro Foods has invested heavily in milk processing and milk collection infrastructure. To support these brands and their highest standards of quality, E Foods has invested heavily in milk processing and milk collection infrastructure. In addition, the Company has innovated by venturing out of the dairy sector and stepping in the Beverage Industry by launching Olfrute and ice cream industry by launching Omor .Engro Foods now plans to venture beyond the dairy sector. In this pursuit, grain and fruit markets have been analysed in great detail. Engro has launched its new brand in fruit juices called as olfrute. Engro Foods vision is Elevating Consumer Delight Worldwide and the Company aims to generate a significant portion of its revenue from foreign operations.

Mission Statement:

Engro is progressing day by day because they have a vision and mission the keeps the motivated and keeps them going. Their mission as they describe as: Our mission is two fold, 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 country strengths in petrochemicals, information technology, infrastructure, food and other agriculture sectors. And further describing the adoption fashion they say, In pursuing the mission we shall at all times be guided in our conduct and decision making by our core values.

Vision Statement:
Engros vision is To be the premier Pakistani enterprise with a global reach, passionately pursuing value creation for all stakeholders.

Juices and Nectars:

The Company entered into this segment with the launch of .Olfrute. in May 2010 and attain 1% market share in 2010. The Company plans to be a # 2 player in this segment within the next five years after Nestle.

SKUs
Olfrute juices and Nectars. The best source of Refreshment Its available in different flavors & SKUs

Flavors Red Grape Apple

SKUs 1000 ML 200 ML 1000 ML 200 ML 1000 ML 200 ML 1000 ML 200 ML 1000 ML 200 ML

1 Pack Price 100 22 95 20 95 20 95 20 95 20

# of Pack in 1 Carton 12 12 12 12 12 12 12 12 12 12

Carton Price 1200 264 1140 240 1140 240 1140 240 1140 240

Mango

Guava

Orange

Green Cocktail

1000 ML 200 ML Apricot 1000 ML

200 ML

110 22 110
22

12 12 12
12

1320 264 1320

264

Olfrute brand awareness:

Which brand come first in your mind in juices? Nestle Olfrute Shehzan Maza
100 80 N tle es 60 40 20 0 O lfrute S hehz n a Ma a z

88% 3% 8% 1%

DO you know the brand olfrute? Yes No 60% 40%

60 50 40 30 20 10 0 yes no 3-DColum 1 n

Do you know about the manufacturing company of olfrute? Yes No 46% 54%

54 52 50 48 46 44 42 yes n o North

Olfrute brand loyalty If olfrute is not available at your nearby store what will you do? Wait for availability 2% Buy another brand Go another store 90% 8%

100 80 60 40 20 0 wa for a ila it va bilty buya nother bra nd g a o nother s tore 3-DColum 1 n

Olfrute brand Association

When you think about Olfrute what first thing comes to your mind? Taste Color Quality Packaging Refreshing
50 40 30 20 10 0 T te as Color Qua lity Pa a ing ck g R efres hing

47% 2% 22% 11% 18%

Olfrute Brand Recall

What do you recollect when you hear about our product? Our advertisements Its taste / smell / flavour / colour / any other attributes e) Others 20% 45% 35%

50 40 30 20 10 0 O a ur dvertis ents em Itsta te / s ell / fla s m vour / colour / a other a ny ttributes e)O thers

Olfrute Brand Image

Do you trust in our products? Yes No 77% 23%

80 60 YE S 40 20 0 N O

Olfrute Brand Equity

From where do you prefer buying our products? Local shops Salespersons 85% 10%

Online Other

5% 0%

100 80 60 40 20 0 LO CALS P HO S S RO S ALE PE S N O LINE N OHR T E 3-DColum 1 n 3-DColum 2 n 3-DColum 3 n

Do you trust our product bought from local stores? Yes No 80% 20%

80 60 Yes 40 20 0 N o 80 20

What do you associate the product with?

Its advertisements Its attributes (smell, taste, flavor, etc) The parent group of companies Other

15% 25% 60% 0%

60 50 40 30 20 10 0 IT S ADVE T E NT R IS ME T EPAR N H ET CO MPAN S IE 3-DColum 1 n 3-DColum 2 n 3-DColum 3 n 3-DColum 4 n

Evaluation:
Engro Foods is set to give Nestle a tough time again. Olfrute is a juice brand recently launched by Engro foods. The question is can Olfrute take the market share of Nestle Fruitavitals or will it share the fate of Shezan and Freshers? Freshers failed largely because of poor distribution even though the taste and packaging were different and nice. Shezan has an image of being a low quality juice and this is the reason for its failure. Olfrute is no doubt cut throat competition for Nestle Fruitavitals But so far Olfrute hasnt been a big hit. Engro foods relied on the brand equity of Olpers by naming the juice Olpers Olfrute but this confused positioning. Olpers is a diary product and fruit juice is totally different category thus Olfrute should not have been leveraged on Olpers brand equity.

Moreover the taste is similar to Nestle Fruitavitals. It offers nothing unique to offer to consumers. I dont think anyone would be able to distinguish between the two on the basis of taste alone. However, Olfrute does have a characteristically unpleasant smell. The price level of the new juice has been kept high. I feel that the introductory price should have been lowered to create a niche in the market. Besides this, the television commercial is absurd and fails to make any impact on consumers.The brand is endorsed by Nadia Jamil, a lady in 30s romping in fruit orchards like a teenage lass. Are they trying to show that Olfrute revitalizes you so much that you feel younger? If so then there are better ways to execute this idea. For brand activation, they should have come up with something out of the box. I doubt that this ad has any recall at all. The packaging also fails to attract attention. It has white background just like Olpers but honestly Olpers packing had that vibrant red in it to attract the attention of the buyers. Its seen that decisions are now made in stores by the consumers thus Engro foods should have come up with packaging that would have pushed the consumers for its impulse purchasing. In a nutshell, Olfrute doesnt offer much to consumers, in terms of taste, packaging or promotion. But it has managed to get Nestle Fruitavitals active. They are not taking this attack lightly. Maybe they have learnt from past mistakes and are not taking their position of being the leader in the juice category for granted. Recently they have commenced extensive merchandising in shops and frequent airing of television commercials. Billboards have also been put up everywhere.

Questionnaire
Dear Sir /Madam

We are conducting this survey to meet our acedamic requirement of our project on Brand management. We need your precious time to complete the questionaire We assure you that all the information provided by you in this survey will be kept confidential. Your cooperation in this regard will be highly appreciated. Thank you. 1. Which brand comes first in your mind in juices? Nestle Olfrute Shezan 2. Do you know the brand Olfrute? Yes NO Maza Others____________________

3. When you think about Olfrute what first thing comes to your mind? Packaging Taste Refreshing Color usefulness in all season. Quality Others__________

4. What elements you think is important to buy a particular brand of juice for use? (Please encircle the correct option in your opinion) (Scale: Extremely Important 1, Very Important 2, Not Very Important 3, Somewhat important 4, Not at all important 5) Price Packaging Quality Taste Availability Manufacturing Co. Advertisement 1 1 1 1 1 1 1 2 2 2 2 2 2 2 3 3 3 3 3 3 3 4 4 4 4 4 4 4 5 5 5 5 5 5 5

5. Do you think Olfrute is different juice as compare to other similar brands?

Yes

No

(If your answer is No then skip next question)

6. What do you recollect when you hear about our product? a) Our advertisements b) Its taste / smell / flavour / colour / any other attributes c) Our brand ambassador d) Our showrooms / stores e) Others 7. Do you trust in our products? a)yes b) No
8. Please rate Olfrute brand on basis of following dimensions? (Please encircle ) Poor satisfactory good very good excellent Price Packaging Quality Taste Availability 1 1 1 1 1 2 2 2 2 2 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5

9. Do you know about the manufacturing company of olfrue?

 Yes

No

10. The manufacturing Company of Olfrute is ___

Nestle Shezan Haleeb Engro Foood Others_______

11. In your opinion which of the following brand has the best taste level? Nestle Olfrute Shezan 12.Have you ever drink Olfrute? Yes No 13.In your opinion olfrute taste is _______ ? Maza Others____________________ __

Excellent Very Good Good Satisfactory

14.What do you like about Olfrute? Taste Color Flavours Quality

Poor

Refreshing usefulness in all season. Others____________

15.How would you rate Olfrute on the basis of price from rest of other brands? Expensive Economic price Low price Others___

16.If olfrute is not available at your near by super store what will you do?

Wait for availability Go another store Buy another brand Others

17.The price of our brand

a) Is as per your expectations

b) Is more than your expectations c) Is less than your expectations 18. From where do you prefer buying our products? b) Local shops c) Salespersons d) Online e) Other 19. Do you trust our product bought from local stores? a) Yes b)No

20. What do you associate the product with? a) Its advertisements b) Its attributes (smell, taste, flavor, etc) c) The parent group of companies d) Other

Respondent Profile:

Name Contact Number: Email Address: Gender

Male

______________________________ ______________________________ _______________________________

Female

Age

Below 15 16 to 20 21 to 25

26 to 30 31 & above

Education:

Below Matric Undergraduate Graduate

Post Graduate Others_______

Occupation:
Businessmen Land lord Professional Student Housewife Others __________________