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Marketing Mix of Engro Corporation

Discuss Marketing Mix of Engro Corporation within the Marketing Management forums, part of the PUBLISH / UPLOAD PROJECT OR DOWNLOAD REFERENCE PROJECT category; Engro Corporation is one of the leading Pakistani business conglomerates with stakes in the fertilizer, food, power generation, petrochemicals, automation ...

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Marketing Mix of Engro Corporation
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Anjali Khurana
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Marketing Mix of Engro Corporation - December 7th, 2010

Engro Corporation is one of the leading Pakistani business conglomerates with stakes in the fertilizer, food, power generation, petrochemicals, automation and terminal storage industries. Having had undergone an employee led buy out in 1992 it has expanded phenomenal in the past two decades. As a holding company its subsidiaries include:

* Engro Fertilizers Limited
* Engro Foods Limited
* Avanceon Limited
* Engro PowerGen Limited
* Engro Polymers and Chemicals Limited
* Engro Vopak Limited

It was 1957 when in search for oil by Pak Stanvac, an Esso/Mobil joint venture led to the discovery of the Mari Gas field near Daharki Pakistan. Esso proposed the establishment of a urea plant in that area which led to a fertilizer plant agreement signed in 1964. In the subsequent year, Esso Pakistan Fertilizer Company Limited was incorporated, with 75% of the shares owned by Esso and 25% by the general public.

The construction of a urea plant commenced at Daharki in 1966 and production began in 1968. At US $43 million with an annual production capacity of 173,000 tons, it was the single largest foreign investment by a multinational corporation in Pakistan at the time.



Situation Analysis
Industry Overview



The milk sector shows a market that has homogeneous preferences that is the consumers have similar preferences.
They want milk to be white, carefully processed, and good for health and bones.
The markets, even urbanized, still have a strong preference towards the ‘doodhwala’ who in their minds is the source of purest and most fresh milk.
Also, price differential between packaged milk and un-processed milk is also a strong influence on their decision



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




Price
Distribution
Promotion
Media mix for Olper’s milk includes TV, print, outdoor, radio activities.


Advertising Objectives


Olper’s tries to get tremendous exposure where the customers are most likely to look for milk; shelf position, billboards, TVC’s etc.
Olper’s USP; ‘all purpose milk’ and for Olwell ‘low fat-high calcium’ diet milk is reflected and reminded in all campaigns to stand out.


Olper’s advertising objective is to stimulate both direct and indirect action.
Through their promotional campaigns like the ones during Ramzan and otherwise, they try to get a direct response from people to motivate them to buy.
Indirect action is mostly the case where they are trying to create favorable attitudes towards the brand Olper’s.


In 3 years, to communicate the benefits of pure and all purpose milk and to 2/3rds of 80% of people still using unpackaged milk. Awareness
-In 2 years, communicate the benefits of low-fat-high-calcium milk to 1/3rd of packaged milk users. Awareness
-Try to communicate Olper’s value proposition, image and try to position itself as a pure and all purpose milk. Comprehension
-To communicate Olwell’s value proposition, image and position itself as a high class, diet milk. Comprehension
-To convince the informed group that Olwell is the pure, all purpose and healthy for bones drinking milk; something better in the same price for packaged milk. Conviction
-To convince the informed group about the high calcium and low fat in Olwell, something that will help you live a successful and healthy life. Conviction
-Stimulate desire among people through effective campaign. Desire
-Motivate the desired group to try the milk eg. through free sampling with bread (Olper’s did this when they entered the market).
*

Advertising Strategy


Kim-Lord Purchase Decision Position Matrix





Art Elements
Format


Art Elements
Format
TVC’s
The Advertising Budget



Objective/task method
Before Olper’s entered the market, the existing brands were following a rather subtle advertising. Olper’s was launched with one of the biggest advertising campaigns that the nation has ever seen and then in self defense Haleeb and Milkpak re-thought their advertisement budgets.
Olper’s sets its objectives specifically and considers marketing as a tool to generate sales. It determines its strategy according to the objectives set and then estimates the cost which becomes the basis of advertising budget.
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Re: Marketing Mix of Engro Corporation
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Jitendra Mazee
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Re: Marketing Mix of Engro Corporation - December 5th, 2017

Quote:
Originally Posted by anjalicutek View Post
Engro Corporation is one of the leading Pakistani business conglomerates with stakes in the fertilizer, food, power generation, petrochemicals, automation and terminal storage industries. Having had undergone an employee led buy out in 1992 it has expanded phenomenal in the past two decades. As a holding company its subsidiaries include:

* Engro Fertilizers Limited
* Engro Foods Limited
* Avanceon Limited
* Engro PowerGen Limited
* Engro Polymers and Chemicals Limited
* Engro Vopak Limited

It was 1957 when in search for oil by Pak Stanvac, an Esso/Mobil joint venture led to the discovery of the Mari Gas field near Daharki Pakistan. Esso proposed the establishment of a urea plant in that area which led to a fertilizer plant agreement signed in 1964. In the subsequent year, Esso Pakistan Fertilizer Company Limited was incorporated, with 75% of the shares owned by Esso and 25% by the general public.

The construction of a urea plant commenced at Daharki in 1966 and production began in 1968. At US $43 million with an annual production capacity of 173,000 tons, it was the single largest foreign investment by a multinational corporation in Pakistan at the time.



Situation Analysis
Industry Overview



The milk sector shows a market that has homogeneous preferences that is the consumers have similar preferences.
They want milk to be white, carefully processed, and good for health and bones.
The markets, even urbanized, still have a strong preference towards the ‘doodhwala’ who in their minds is the source of purest and most fresh milk.
Also, price differential between packaged milk and un-processed milk is also a strong influence on their decision



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




Price
Distribution
Promotion
Media mix for Olper’s milk includes TV, print, outdoor, radio activities.


Advertising Objectives


Olper’s tries to get tremendous exposure where the customers are most likely to look for milk; shelf position, billboards, TVC’s etc.
Olper’s USP; ‘all purpose milk’ and for Olwell ‘low fat-high calcium’ diet milk is reflected and reminded in all campaigns to stand out.


Olper’s advertising objective is to stimulate both direct and indirect action.
Through their promotional campaigns like the ones during Ramzan and otherwise, they try to get a direct response from people to motivate them to buy.
Indirect action is mostly the case where they are trying to create favorable attitudes towards the brand Olper’s.


In 3 years, to communicate the benefits of pure and all purpose milk and to 2/3rds of 80% of people still using unpackaged milk. Awareness
-In 2 years, communicate the benefits of low-fat-high-calcium milk to 1/3rd of packaged milk users. Awareness
-Try to communicate Olper’s value proposition, image and try to position itself as a pure and all purpose milk. Comprehension
-To communicate Olwell’s value proposition, image and position itself as a high class, diet milk. Comprehension
-To convince the informed group that Olwell is the pure, all purpose and healthy for bones drinking milk; something better in the same price for packaged milk. Conviction
-To convince the informed group about the high calcium and low fat in Olwell, something that will help you live a successful and healthy life. Conviction
-Stimulate desire among people through effective campaign. Desire
-Motivate the desired group to try the milk eg. through free sampling with bread (Olper’s did this when they entered the market).
*

Advertising Strategy


Kim-Lord Purchase Decision Position Matrix





Art Elements
Format


Art Elements
Format
TVC’s
The Advertising Budget



Objective/task method
Before Olper’s entered the market, the existing brands were following a rather subtle advertising. Olper’s was launched with one of the biggest advertising campaigns that the nation has ever seen and then in self defense Haleeb and Milkpak re-thought their advertisement budgets.
Olper’s sets its objectives specifically and considers marketing as a tool to generate sales. It determines its strategy according to the objectives set and then estimates the cost which becomes the basis of advertising budget.
Hey friend, its nice to see that you are providing such a nice information on Engro Corporation. Well, i have also got a document and willing to upload here. So please download my presentation and check it, i hope you and other people would like it.
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