Group Members

Muhammad

Jamshaid Bawja
Hassan Danish
Muhammad Raheel Alam
Faizan Saleem
Noman Mobin
Talha Siddiqui
Submitted to: Sir Hashim jaffri

Topic: CRM AT ENGRO FOODS

LIMITED

 Vision:

To be the premier Pakistani enterprise

with a global reach, passionately
pursuing value creation of all stake
holders.

 Mission

statement

Build Branded food business to

improve quality of life by offering
tasty, affordable and highly
nutritional products to ourcustomers
value.

Its Products

History

Engro Foods Limited is subsidiary of Engro Chemical Pakistan

Ltd. which is one of the most reputed enterprises in Pakistan with
more than 40 years of diversified business operations in the
areas of fertilizer and chemicals.

Engro Foods started its business operations in March 2006 and

with the successful launch of Olpers Milk, Tarang, Olwell, and
Olpers cream, it has established itself as a major player in the
foods business. Engro Foods has already set up two processing
plants at Sukkur and Sahiwal. With the ever expanding milk
collection network and processing facilities, the Supply Chain has
geared us for the growing sales of our products We believe that
our recent successes will take us to our goal: To be one of the
biggest players in the food business. Our aim is to dominate the
food business, and to achieve this we will settle for nothing less
than the cream!

Swot Analysi
Strength
1.

2.
3.

4.
5.

Endowed with the very

good breed of buffalos and
cows
Highest per capita
consumption of milk in Asia
Regular culling of less
productive/unproductive
animals
A high ratio of agricultural
land to agricultural ratio
An emergence of
commercial dairy farms on
a large scale

Weakness
1. Small and scattered animal holding
2. Prevalence of traditional raw milk
marketing system
3. Poor quality of milk; lack of
remunerative producer price for milk.
4. Milk processing predominantly
dependant on obsolete UHT
technology.
5. Mushrooming growth of cattle
colonies in suburban areas; High cost
of milk
6. Production; a long chain of middle
men
7. Inadequate infrastructure and
institutional facilities and support
8. Low utilization of installed capacity
of dairy plants

 Opportunities

Huge unsatisfied demand

of milk and milk products
Substantial scope for
increasing milk production
through improvement in
the marketing system by
ensuring a year round
remunerative price to milk
producers
Increase consumer
awareness of healthy
eating

Threats
1. Unregulated imports of
dairy products at cheap
prices
2. Inadequate public and
private investment in
modernization of the sector
3. Vested interests in
perpetuating the
dependence on imports of
dairy commodities.

Opportunities and Issues

Analysis

CRM Objective
Customer

relationship management
is the process of carefully managing
detailed information about individual
customers and all customer touch
points to maximize customer loyalty.
Consumer is the reason for our
existence as a business.

Customers Retention
Plan
Following

are the customers touch points which EFL use for catering to the relationship
of its customers and to retain the customers:

Marketing
Float

Activity
Show
Rural Melas
Buchat Bazars
Institutional promotions
Free Samplings
Chain store Promotions
Road

Event

Management

Gala
Carnivals
Music

Concerts

Funfair

Value

Addition

Banners
T.V

Commercials

Buntings
Posters
New

Articles
Branding

Vehicle

Reducing the Customer

Defection Rate
Packaging

of Olpers milk and olwell in red color

and olpers cream in purple color are quite different
and distinctive from the typical green and blue
packing used by other competitors. Soon EFl is going
to change the packaging of Olpers to make it more
unique from other brands.

The

brand has been positioned as an all purpose milk

that is meant for everyone, especially for those who
live life to the fullest, hence its tag line, jo dil khol
kay jeetay hain unheen kay liyay hai Olpers

Building loyalty
Olpers build loyalty of customers towards its products in
the following way:
As

compared to Milkpak, Haleeb and Walls Engro Foods Brands

have advantage over its touchpoints which create a strong loyalty
of customers towards its brands.
One way that Engro Foods have adopted to gather the feedback
and build strong relation with their customers is that they have
asked their customers to contact and give suggestions that are
listened. Their help line no is 111-taaluq.
Engro Foods works in the heart of its customers by knowing what
is special for them. Like in Ramadan Olpers introduce and promote
the traditional Ramadan theme so that the customers who value
their religious heritage they are more attracted and so that in long
term they are much more loyal customers towards the brand.

 The

marketers have used different positioning for Olpers

products:
a. They have used the attribute positioning for Olpers
milk. The main theme of the product is that it is meant for
all purposes without any user imagery. Olpers ads also
show attributes of milk such as good for health.

b. They used the benefit positioning for Olwell. The

product is positioned as delivering the benefit of helping
to reduce weight and for healthy bones.

c. Olpers cream is positioned as good for a specific use or

application. In this case the cream can be used to make
cake icings and desserts look great.

Recommandation
Olpers

Lite advertising should conform to local values.

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.

Engro

Foods Limited is not having its own dairy farms. Engro

Foods Limited needs to have their own Dairy Farm so that they
can meet the increasing demand and to have quality milk
procurement as well.

They

should expand their brand portfolio by investing in yogurt

market as their competitors are enjoying it just because of low
competition their otherwise Milk pack has its brand name in
drinking milk market only. So its an opportunity for them to grab
& enjoy the flavour.

Thank you!!