P1+P2 Introduction Engro Fertilizer

By 2009, Engro was fast growing and had already diversified its business portfolio in as many
as seven different industries. The continual expansions and diversifications in Company’s
enterprises necessitated a broad restructuring in Engro Chemical Pakistan Ltd. Which
subsequently damaged to form a new Engro subsidiary Engro Fertilizer Limited.

After the necessary legal procedures and approvals, the Sindh High Court sanctioned the
demerger on December 9, 2009. The demerger became effective from January 1, 2010.
Subsequently, all fertilizer business assets and liabilities have been transferred to Engro
fertilizers Limited against the issue of shares to the parent company Engro Corporation.

Our Vision

We are passionate about transforming the agricultural landscape, bringing change and help the
farmer grow.

1.Explain Marketing

Marketing is the promotion of business products or services to a target audience..

Common examples of marketing at work include television commercials, billboards on the
side of the road, and magazine advertisements. But not all businesses approach the need
to market their goods and services the same way.

Relate To Engro Fertilizer

Marketing strategy of Engro fertilizer is consumer centric and this has made them a huge
success in the fertilizer industry. Under its promotional strategy, it has given special attention
to its packaging and marketing.

2. Marketing Functions

The seven functions of marketing are distribution, market research, , finance, setting prices
product management, promotional channels and matching products to consumers.

Marketing Distribution

Distribution is about deciding how you will get the goods or services you want to sell to the
people who want to buy them.
Engro Distribution Strategy

Dealer network spread over 300 cities and towns. National outreach to. 2 million farmers. 90
warehouses across Pakistan. Largest DAP importer in Pakistan.

Deep Market Research

Market research is about gathering information concerning your target customers. Who are
the people you want to sell to? Why should they buy from you as opposed to a rival business?

Engro Market Research

At Engro Fertilizers, when we talk about our underlying commitment to deliver the highest
standard of quality, our focus goes well beyond how our brand will fare amongst our target
audience to how they will impact customer lives by enriching their soils and crops maximize
yield, and this is precisely why we strive to combine innovation and quality with customer
needs and expectations.

Finance

It takes money to make money. As a business owner, an important function of marketing a

product is finding the money through investments, loans, or your personal capital to finance
the creation and advertising of your goods or services.

Engro Finance

Engro make positive relationship with key stakeholders guarantees long term success for
enterprise.

Setting prices

Setting the correct price for your product or service can be a challenge. If you price it too
high, you might lose customers – but if you price it too low you might be robbing yourself
of profits. The "right" price normally comes through trial and error and doing some market
research. Engro always focus on competitor and quality of product then set prices.

Product Management

Once you've determined the target market and set the price of your product or service, the
goal becomes to effectively manage the product or service. This involves listening to
customers, responding to their wants and needs, and keeping your products and services fresh
and up to date. Engro Fertilizer very larger network and therefore manged well. Engro
managed product according to customer needs.

Promotional Channels

Most business owners are familiar with the idea of promotion. Advertising your products and
services is essential to attracting new customers and keeping existing customers coming back.
Engro fertilizer use the billboards, social and Electronic media purpose of advertising. But
most like through product quality.

Matching Products to Customers

Selling is last on the list of the seven functions of marketing. This is because selling can
happen only after you've determined the wants and needs of your customer base and are able
to respond with the right products at the right price point and time frame. Engro always work
according to customer needs and wants set prices according to product and competitor.

Key Roles and responsibilities of:

The Marketing Function:

• Defining and managing your brand

• Conducting campaign management for marketing initiatives

• Producing marketing and promotional materials

• Creating content providing search engine optimization for your website

• Monitoring and managing social media

• Producing internal communication

• Marketing Manager and Staff:

A marketing manager is responsible for managing the promotion and positioning of a brand or
the products and services that a company sells. Typically marketing managers are employed to
attract more customers to buy from the company and to raise brand awareness through the
creation of marketing campaigns.

Towards the organization:

Engro focus whole organization needs rather than individual needs.
Context of the Marketing
The Marketing Environment includes the Internal factors (employees, customers, shareholders,
retailers & distributors, etc.) and the External factors( political, legal, social, technological,
economic) that surround the business and influence its marketing operations.
Engro Fertilizers internal factors provide full safety and healthy environment. Then focus
customers and shareholders. Engro follow HSE guidelines always.
M1+M2
1 and 2. Explain the concept of Marketing and including current and future Trends
The marketing concepts are divided into five major concepts which depict the core of
marketing at Engro Fertilizer. These concepts of marketing involve the current as well as future
trends for a successful marketing planning. The concepts involve in marketing are: production,
product, selling, marketing and societal respectively.

Production concept: This concept is based over the perception of consumer, which depicts
that the consumers are inclined towards the products which are easily available in good
quantities in market at inexpensive price. Engro Fertilizer is the operational capacity of the
plant must focus on increasing the production rate.

Product concept: The consumers relate and choose the products which have value for money,
quality and innovative approach. Engro take this concept derives that the consumers can be
retained through the products and services which are beneficial for the consumers.

Selling concept: The mind set of modern consumers attracts through promotions, the
consumers tends to focus over the products and services which are aggressively promoted in
the market. Engro Fertilizer choose the reward scheme and increase the sale gets more
beneficial to his customers.

Marketing concept: The marketing concept explains the requirement of focus over the target
consumers for the delivery of their products and service. Moreover in order to face the
competitive market, business organization needs to deliver better value of products and
services. Engro fertilizer focus marketing concept depicts that the brand value of the plant
needs to be enhanced in order to connect with the target consumers. If the brand value is
enhanced, consumers will automatically choose the brand over other competition in the market.
 Societal Marketing concept: This concept shows the major focus over needs and requirements
of target consumers, so the consumers will prefer our brand over the other contemporaries in
the market.

3. Different Marketing process

Essential Steps for a Successful Strategic Marketing Process.

1. Mission.
2. Situation Analysis.
3. Marketing Plan.
4. Developing Marketing Mix Decisions.
5. Implementation and Control
Engro Mission:
Foundation's mission is to include the under-privileged in Engro's value chains, enhance the
lives of people in related communities and engage with relevant stakeholders via actively
measured positive social impact for a sustainable Pakistan.
Situation Analysis:
Situation analysis refers to a collection of methods that managers use to analyze an
organization's internal and external environment to understand the organization's capabilities,
customers, and business environment.
Marketing plan:
A marketing plan is an operational document that outlines an advertising strategy that an
organization will implement to generate leads and reach its target market.
Developing Marketing Mix Decision:
The marketing mix has been defined as the "set of marketing tools that the firm uses to pursue
its marketing objectives in the target market". Thus the marketing mix refers to four broad
levels of marketing decision: product, price, place, and promotion.
Implementation and control:
Implementation control is designed to assess whether the overall strategy should be changed in
light of unfolding events and results associated with incremental steps and actions
that implement the overall strategy.
D1
1. How marketing relate to the other functions of the organization
2. The inputs it receives and output it delivers to support the diverse functions
3. Emphasize and elaborate how marketing effect and is effected by other
department
The relationship between marketing functions and other organizational functions can
be explained as, the marketing functions are part of a business organization and thus
other departments and functional units are connected with each other. This can be
explained in Engro Fertilizer marketing functions are needed to back up by the other
operational departments of the company as well to perform effectively. If a business
organization needs to plan and implement a marketing plan, then they require support
of financial department of the company, human resource department, sales department
and production department.

• Marketing and Finance

Marketing strategies and the relevant plans should be in particular budget. This includes
taking into consideration the profit and cost margin of the brand, product line and product
etc.) The finance function of Engro Fertilizer provides the marketing department with the
defined budget in which the marketing department can conduct their marketing campaign
within the defined cost. The finance department also provide the marketing department
with the information relating to the cost that can be included for carrying out the
marketing activity.

• Marketing and Human Resource

The prime function of HR department is to work for the welfare of the employees and to
recruit the right candidate for the right job in the given budget. The marketing department
of Engro Fertilizer is linked with the HR department to ensure that the vacancies are
filled on time and that the right candidates has been selected for joining the marketing
team.
• Marketing and Production Department and Operations
The production department is mainly concerned with the development of new products
and related operations. The marketing department of Engro Fertilizer works in
 collaboration with the production department and the operations department to ensure the
development of the product that can satisfy the taste buds of the customers.

• Marketing and Customer Service

Marketing and customer service are the important functions of an organization. Both the
functions work together for assessing that whether the customers are satisfied with the
products and the services. The customer service department of Engro Fertilizer provides
customer feedback to the marketing department to help in development of new product. In
Engro Fertilizer , both the departments work together for building positive relationship with
the customers.
Key Goals:
To provide the customers with best product and to become the market leader.
To serve fertilizer of great value to its customers in crop and friendly environment.
Key Objectives:
To deliver the consistent Fertilizer quality to the customers.
To maximize growth, to provide best value to the shareholders and to maintain sustainable
growth year after year.

Critically Evaluate The:

Key Element Marketing Functions:
Different marketing tactics are applied by different organizations to create its place in the
market. These market tactics not only enables the company to attract their customers but
also helps them to retain their customers and to reinforce the brand image in the minds of
the customers.
In the context of Engro Fertilizer it has been observed that the marketing tactic of the
company is mainly concentrated on the word of mouth marketing and traditional marketing.
The banners are placed and the flyers are distributed in the area where it is located. The
company also use social media marketing but the level of social media marketing is not at
par as compared to the other competitors.

Structure and Development of Marketing Plans

The Engro Plant will apply the marketing strategy while focusing on increasing the
customer’s satisfaction and awareness in the communities of Pakistan. It will help the
 company in directing and focusing on the tactics that provides the goals in explaining the
standards and qualities of the products.

Highlight Deficiencies:

The ‘Brands of the Year Award’ is the first-of-its-kind hallmark for Brand Recognition in
Pakistan, and aim to highlight and encourage the best brands in the Country. Need to improve
stakeholder wealth.

Suggest realistic improvement:

More focus Social Media promotional strategies

Improve employees satisfaction level

Arrange customer awareness seminar

References
B.R, 2., 2013. customer care in service organizations. Journl of Product and brand Management.

Fill, C. B., 2014. Essential of Marketing. Oxford University of Press, Volume 271.

jr, G. a. M., 2017. Marketing Research. Wiley Global Education.

Kotler, 2012. Destination Marketing. Marketing journal of Brand.

McVeigh, N., 2008. Startup SME SSS. International Review, 116-12(2009), pp. 112-167.

Mertyed, J., 2013. An analysis of marketing mix. Asian journal of Multidisciplinary studies.