Brand Management

Contents
1.1 Historical Background of ENGROFOODS Limited: .......................................................... 2
1.2 Mission Statement of ENGRO FOODS LTD: ............................................................ 2
1.3 Objectives & Goals of ENGRO FOODS LTD: ........................................................................ 2
1.4 Core Values:.............................................................................................................................. 3
1.5 Diversified Product portfolio of ENGRO FOODS LTD: ......................................................... 3
1.6 The Board: ................................................................................................................................ 4
1.7 Hierarchy: ................................................................................................................................. 5
1.8 SWOT Analysis ........................................................................................................................ 6
2.0 Key Challenges: ................................................................................................................... 7
3.0 Brand Inventory ................................................................................................................... 8
3.1 Brand Architecture ............................................................................................. 8
3.2 Brand Aesthetic: ................................................................................................. 9
3.3 Marketing Mix at ENGRO Foods Ltd: ............................................................... 10
3.3.1 Product: ............................................................................................................................... 11
3.3.2 Price: ................................................................................................................................... 11
3.3.3 Place: ................................................................................................................................... 12
3.3.4 Promotion:........................................................................................................................... 12
3.4 Major Competitors: ........................................................................................... 13
4.0 Brand Exploratory:............................................................................................................. 14
4.1 CBBE Model..................................................................................................... 14
5.0 Recommendations: ............................................................................................................. 18
6.0 Bibliography ...................................................................................................................... 19
7.0 Appendices ......................................................................................................................... 19

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1.1 Historical Background of ENGROFOODS Limited:

ENGRO FOODS (Pvt.) Limited (EFL) has been set up in 2005 as a component of an expansion
procedure at the ENGRO Group. Its first generation plant was begun operations at Sukkur in
2006. The plant situated at SUKKUR on 23 section of land, has the crude milk collection
capacity of 300,000 liters for each day and UHT milk limit of 200,000 liters every day. The plant
has been set up at a cost of Rs.1 billion which provides work to 750 individuals, and the north
plant which is spread more than 101 sections of land in Sahiwal, is covering greatest scope of Ice
Cream and Dairy items. In Single decade ENGRO has turned into the nation's biggest local
organization, one of the main frozen yogurt producers and the market pioneer in UHT. Having
two manufacturing units and a production farm in SUKKAR, 300 or more urban areas and 1600
milk collection centers, ENGRO has become adistinctiveorganization. ENGRO Foods has
entered the food business through milk production and sale with the organization's vision to seek
after development openings. It likewise positions the organization to influence its corporate
social activities and work intimately with provincial groups in order to promote integrated
cultivation and development of livestock. This exertion performed a vital role in poverty
alleviation and enhancing preferences of poor in milk accumulation regions.

1.2 Mission Statement of ENGRO FOODS LTD:

“We exist to deliver high quality food products, which exceeds our costumers (EFL’s)
expectations. Our people are greatest assets and we have a value in market place, which inspires
excellence in our teams. Our deed reflects our pride in being environmentally responsible and
good community citizen who enhance our goodwill and creditworthiness.”

1.3 Objectives & Goals of ENGRO FOODS LTD:

ENGRO's fundamental objective is to fulfill the clients' needs and needs by giving them great
items like OLPER's Milk, OMORE Ice-cream, and OLFRUTE and so forth. Second principle
target of ENGRO is to expand the benefit share, showcase infiltration, goodwill, financial
soundness, and get hang on a vast piece of the pie.

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1.4 Core Values:

EFL has the following core values;

Leadership
Innovation
Diversity and International focus
Quality and continuous Improvement
Candid and open communications
Individual growth and development
Enthusiastic pursuit of profit
Ethics and integrity
Safety, Health and Environment

1.5 Diversified Product portfolio of ENGRO FOODS LTD:

PRODUCTS DESCRIPTION
MILK OLPERS OLPERS OLPERS OLWEL
MILK LITE BADAM &
ZAFRAN
TARANG TARANG LIQUID TEA WHITENER
GHEE TARANG TARKA
LASSI OMUNG OMUNG OLPERS LASSI
NAMKEEN MEETHI
TASKEEN MASTI
CREAM OLPERS CREAM OLPERS OMUNG DOBALA
CREAM
ICE CREAM OMORE ICE CREAM ( DIFFERENT FLAVORS)
ALSAFA MEAT MEAT PRODUCTS
JUICES OLFRUTE (DIFFERENT FLAVORS)
MANGO MILK OWSUM MILK
RICE ONAAJ

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1.6 The Board:

Its 10-part Board of Directors, are responsible for the general supervision of the organization.
ENGRO's Board of Directors incorporates eight non-official chiefs and two official executives,
who share the aggregate obligation of guaranteeing that the undertakings of the association are
overseen ably and with trustworthiness.

Abdul Samad Dawood (Chairman)

Muhammad Amin
Babar Sultan (CEO)
(Director)
Muhammad Amin (Director)
Khalid Siraj Subhani (Director)
Khalid Siraj Subhani
Marco Spits (Director)
(Director)
Zafaryab Ali Khan (Director)
Sabrina Dawood (Director)
Marco Spits
Wim Torfs(Director)
(Director)
Isfandiyar Shaheen (Director)
Rehan Hassan (Director)
Zafaryab Ali Khan
(Director)
Abdul Samad
Babar Sultan (CEO)
Dawood (Chairman)
Sabrina Dawood
(Director)

Wim Torfs(Director)

Isfandiyar Shaheen
(Director)

Rehan Hassan
(Director)

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1.7 Hierarchy:

Chairman

Import and Managing

Export Director Director

Import & Export Production Account Marketing

HR Department
Department Department Department Department

Country Production Accounts Marketing

HR Manager
Manager Manager Manager Manager

Assistant Assistant Assistant

Assistant HR
Export Agents Production Accounts Marketing
Manager
Manager Manager Manager

Marketing
Office Quality
Employees Manager inside
Empolyees Supervisor
City

Marketing
Helpers Employees Helpers Manager
Outside City

Helpers Employees

Helpers

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1.8 SWOT Analysis

The SWOT analysis of EFL describes the internal strengths and weaknesses of ENGRO Foods
Ltd. as well as to estimate the level of available opportunities and potential threats for EFL in its
external environment.

I. Strengths:

The following are the strengths of EFL on the basis of which they are playing on the competitive
edge with their competing brands. EFL should need to utilize these strengths in order to gain the
opportunities available in the market;

Strong Brand Position:

Strong Bonding with Agronomists:
Positive Response from Customers:
Strong Research Mechanism:
Third-Generation UHT Milk Plant:
Stable Brand Equity in Food Market:
II. Weaknesses

The following are the weakness of EFL, which should be minimized and managed efficiently in
order to reduce the level of potential threats to the company;

Low Quality of Outsourced Raw Milk:

Centralize Decision Making in Purchase Department:
Selective Target Market:
Facing Monopoly in Packaging:
Inefficient Handling of Milk Collection & Distribution Costs:
III. Opportunities

The following are the possible opportunities available in the external environment of EFL, that
should be encountered in order to boost up the sales and profitability of the company;

Increased Incentives and Funds to Farmers by Government:

Increased Consumption of Processed Liquid Milk:
Health Awareness among Customers:

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Backward Integration:
Export Opportunities:
Being in Third Largest Milk Producer Country:
Energy Demand Supply:
IV. Threats:

The following are the potential threats existing in the external environment of the company
which can influence the efficiencies and profit margins of EFL, and hence are needed to be
controlled by minimizing the weaknesses and maximizing the strengths of the brand with
possible measures;

Intense Level of Competition:

Perceptions and Price Differentials among Customers:
Energy Crisis:
High Inflation:

2.0 Key Challenges:

Re-strengthen their reputation as they have faced many legal issues which are a question on their
integrity as a brand value.

Have to invest on the products which have low awareness (Brand awareness)
Have lost their identity in the market so have to reposition themselves (Repositioning)
Their market share is decreasing fast. So ultimately their profits are also affected. The
reason why Tarang’s market share has decreased because new competitors have entered
into the market like Everyday, Nurpur and Good Milk.
They have not done extensive promotional activities and attracted consumers to buy their
diversified products.
Tarang’s distribution channels are also not good and their product is not delivered at
every store and shop.
Legal issues regarding ingredients of Tarang Milk products manufacturing.
Tarang is very innovative in media campaign as they always came up with new TVC
within short period of time. They had faced many challenges as they are market leader in

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the industry. Due to new legal binding and requirement of labelling tea whiter on
packaging, they had suffer a lot as the secret reveals that Tarang is not a milk it is tea
whitener. Due to this reason Tarang has lost its vast share in the market. They had now
revitalized their brand and repositioned themselves in order to minimize loss.
They had repositioned Tarang from Chaee ka Behtreen Jorh to Tarang hi Tarang hai,
Naye Khushboo Naya Rang hai. They had revitalized as well as done brand
reinforcement.
They are changing the Brand Awareness by presenting benefits of Tarang and telling
customer that their demand of tea is being fulfilled by Tarang new taste and
fragrance.They are differentiating themselves from other competitors. They are using
Tarang taste and color of tea as a point of difference.

3.0 Brand Inventory

3.1 Brand Architecture

PRODUCTS DESCRIPTION
MILK OLPERS OLPERS OLPERS OLWEL
MILK LITE BADAM &
ZAFRAN
TARANG TARANG LIQUID TEA WHITENER
GHEE TARANG TARKA
LASSI OMUNG OMUNG OLPERS LASSI
NAMKEEN MEETHI
TASKEEN MASTI
CREAM OLPERS CREAM OLPERS OMUNG DOBALA
CREAM
ICE CREAM OMORE ICE CREAM ( DIFFERENT FLAVORS)
ALSAFA MEAT MEAT PRODUCTS
JUICES OLFRUTE (DIFFERENT FLAVORS)
MANGO MILK OWSUM MILK
RICE ONAAJ

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3.2 Brand Aesthetic:

Brand
Logos & Slogan & Packaging
Criterion Names & Characters
symbols Jingles & signage
URL
Enjoy the
perfect cup
No Major Using Tetra
Tarang: of tea with
Used for brand Characters Pack With
Memorability Easy to Tarang’s
recognition are used by Combination
remember Naya
the brand of Colors.
Lajawab
Maza!
Is not so
strong
Use yellow
because
No use of color
Tarang They only use
characters to Chaee ka prominent
Meaningfulness name have their own brand
identify their sahii jorrh. packaging
no name
brand. for their
connection
product.
with dairy
product.
There logo is
very attractive They used
It contains a
as focus combination
single word Their slogon The
multiple color of colors and
which has a is so catch packaging in
Likeability to make the yellow color
mean of that is chai yellow is so
name focused for the
different ka shi jor. likeable.
and some color association of
colors.
association with the brand.
youngsters.
Transferability Tarangs Their logo is They are not Slogans are Packaging is

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name is not transfer not using specific also not

so strong in easily in characters around their transferable
transferabily transferability. therefore the brand.
transferability
is easy
As their
Their logo is as They charters
Their name slogon is
their name so no Yellow
adoptability different
Adaptability which is not positioning colored
is so much therefore
adaptable by with the packaging
strong. adaptability
any other brand characters
is strong
They have
registered
their brand
by which The sign of Packaging is
Slogon is
Protectability they have Registration (R) No characters right
registered
purchased on their logo. protected.
copyrights
of their
brands.

3.3 Marketing Mix at ENGRO Foods Ltd:

The Marketing Mix at ENGRO Foods Ltd. is described as follows;

Figure 8: Marketing Mix at EFL Product Price

Target Customers
-----------------------
Intented Positioning

Promotio
Place n

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3.3.1 Product:
Product Variety: A wide range of dairy ice creams and frozen desserts
Quality: Premium ice cream rich in calcium which is fresh every time.
Design: Includes ice pop, choc bar, dairy ice cream and pop sickle.
Features: Made from fresh milk and cream and high in nutrition.
Product Name: Frozen ice pops, OLPER Milk, OLWELL, OMUNG LASSI, DAIRY
OMUNG, OLFRUTE, Nutty/ Caramel Cones, Strawberry/Mango/Vanilla Affair, Kulfi,
Lick a Flavor, Frozen Cups.
Packaging: High quality and eye catching packaging. Packaging color ranges from red,
blue, yellow, orange and green. Packaging is colorful in order to attract children.
Sizes: Sizes include 1ltr and half liter for dairy Milk. Choc bars & soft serve ice cream
are of different sizes.
Service: Satisfying the dessert needs of the population in the best possible manner and
delivering quality every time to the consumer
Returns: They offer return policy only in the case if the delivered product is expired.

3.3.2 Price:
Price List is given as follows; the price varies for different ice creams. Depending upon

Cups Rs.40-50
Soft serve ice cream Rs.50
1Ltr ice cream Tub Rs.180-190
2ltr ice cream Tub Rs.275
Cones Rs.45
Ice Pop: Rs.15
OLPERs per Ltr Rs.105
TRANG Tea Whitener(200m.l) Rs.20
OLWELL Cream 200 ml Rs.80
The price of its competitor (Walls) is more or less the same, but the price of its ice cream
liter packs is less than Walls which is a good competitive edge.
OMORE offers a 16% margin to retail traders and shop keepers which are slightly lower
than Walls, who offer a margin of 20% to shop keepers. They are new in the market and
do not have the same relationship with retailers as Walls.

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3.3.3 Place:
Channels:Sells specifically to the end client through retailers and businesspeople. This is
the pattern in Pakistan took after by numerous FMCGs.
Coverage: ENGRO Products until further notice is just accessible in restricted territories
on Punjab and accessible all through Pakistan. The organization began off its operation in
Punjab since it has the biggest region populace insightful.
Transport: ENGRO items are transported to retailers and businesspeople through private
transportation firms e.g. Abu Dawood Logistics furthermore through a couple trucks
possessed by the organization. This is done keeping in mind the end goal to expel
transportation and vehicle costs.
Locations: Available everywhere/medium estimated and little pastry shops, markets and
drug stores in PAKISTAN - Sell their items specifically to purchasers utilizing cycles and
their own particular staff. This procedure has been by and by for a long time and is being
utilized by Walls and Hico as well.

3.3.4 Promotion:
ENGRO Foods utilizes the following specific strategies as a part of request to upgrade
the offers of their dairy items and solidified desserts;
Advertising: Vehicle Advertising, Outdoor bulletins, Point of Sale Displays and Ads on
TVs. Promotions are for the most part bright reminiscent to their dessert bundling. At the
point when ENGRO sustenance was at first propelled they received a somewhat
exceptional method for promoting. Flyers were tossed in various lodging groups utilizing
planes.
Message: Linked ENGRO sustenance with satisfaction and joy so their slogan/trademark
is Art of Happiness'. Connected with buyers and got surveys of various items utilizing
different mediums social groups e.g. Facebook and Orkut connected their frozen yogurt
with other brand names like OLPER's and OLWELL. This advanced their different
brands too which are additionally moderately new in the market.

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3.4 Major Competitors:

List of Major Competitors of EFL:

ENGRO Foods Limited is completely mindful of its rivals. The organization needed to consider
the ranges including (item plan, division, target showcase, promoting, time to dispatch another
item, time for vital changes and consistent outline). The significant rivals if there should be an
occurrence of offering the UHT drain are as follows;

Nestle

Haleeb Foods limited

Millac

Walls Ice cream

Prime Foods

Nirala

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Dairy Crest

Fuji Foods

Nurpur

4.0 Brand Exploratory:

4.1 CBBE Model

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Salience:

Tarang has high brand awareness among users and non-users. It claims to be a Pakistani natural
and healthy brand in all types of dairy products. Tarang is very popular, famous, market leader,
and have strong brand awareness, secondly it is famous for its Parent Company Engro Foods,
very good brand recall. By conducting a survey from a sample of 50 respondents to know about
brand awareness, we got the following result from the responses.

Imagery:

Imagery consists of purchase, values, history, heritage and experiences Tranag serves all age
group, tea lovers, pleasant and relaxing experience, coloring scheme, attracting young, energetic
and relaxing, traditional, cultural value. On asking about Tarang’s image in consumers mind
following are the results.

Do you Think Tarang is a strong brand?

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Performance:

Performance relates to products style, design, price, reliability and other features. While
conducting the survey to know about which of Tarang’s feature or factor of products consumer
likes the most, the result is as follows:

Feelings:

On the scale of feelings about Tarang’s product the consumers gave the following response:
What do you feel after you using Tarang Tea whitner?

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Judgement:

Judgement is about how the user perceives your product as compared to other whether they
trust your product or not when other strong brand enters into the market. Our survey describes
that Tarang’s users perceives Tarang as not so strong Brand.

Resonance:

Tarang has association with Pakistani consumer as it is an good brand and much of the middle
aged users get reflective feelings while watching ads of Tarang or while using the product.
Resonance is more about loyalty and somehow or unfortunately Tarang’s consumers are not as
much loyal.

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5.0 Recommendations:
Following are the suggestions and recommendations for EFL:

The co-ordination between different departments of EFL should be improved it will

lessen the bureaucratic cost and increase the efficiency of the company.
The activities like customer satisfaction day should be performed on regular basis so the
company should know the feedback and satisfaction level of customers regarding the
product and the image of the company.
EFL has shifted to branding concept but it really has not adopted it fully, for smoother
working of the different brands, the sales teams should merged with respective brand
management.
There is no check on the performance of the distributor, and this has led to huge
problems in the delivery of many products in some areas of the city.
They should also start to manufacture powder milk in order to meet the domestic
demand and so that it can be helpful in saving the foreign exchange that is expensed in
importing the powder milk from foreign countries.
The company should explore the market potential in a way, so that it can utilize its full
capacity in order to gain economies of scale in the production.

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At the moment the company is using focus marketing approach that only that segment
is approached which highly attractive for the company but it should also develop the
marketing program that distinguishes the characteristics of existing available substitutes
to their highly quality & hygiene oriented product.
The company should also develop an integrated awareness plan in order to aware the
people about the quality of the UHT milk as compared to other pasteurized or
loose/fresh milk.

6.0 Bibliography
ENGROCorporation. (2012). our values. Retrieved from ENGROFoods ltd.:
http://www.ENGROfoods.com/our_values.html.
ENGRO Corporation limited formerly ENGRO Chemical Pakistan Limited. (2015).
Businesses. Retrieved from ENGROCorporation Website: http://www.ENGRO.com/our-
business/?tab=energy.
ENGRO Corporation limited formerly ENGRO Chemical Pakistan Limited. (2013).
Home. Retrieved from ENGRO EXIMP Agriproducts Private Limited:
http://www.ENGROeximpagri.com/index.html.
ENGRO Corporation. (2015). our journey. Retrieved from ENGRO Corporation
Website: http://ENGRO.com/50years.
ENGROFoods. (2014). Annual Report. Karachi: ENGRO Foods Ltd
ENGRO Foods Ltd. (2014, December 31st). Our Company. Retrieved from ENGRO
Foods: http://www.ENGROfoods.com/ourcompany.html.

7.0 Appendices
Conducted a survey: on EFL in Which we majorly focused on Tarang’s CBBE, Brand
awareness/association

Below are the link of the survey and full survey will be attached with the hard copy of the report

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