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Engro Corporation Case Study

896 Words4 Pages

Engro Corporation is one of the leading Pakistani business conglomerates with stakes in the fertilizer, food, power generation, petrochemicals, automation & terminal storage industries. Undergone an employee led buyout in 1992 it has expanded phenomenal in the past two decades.
Engro Corporation subsidiaries include:

• Engro Fertilizers Limited
• Engro Foods Limited
• Engro Eximp Private Limited
• Engro PowerGen Limited
• Engro Polymers and Chemicals Limited
• Engro Vopak Limited

ENGRO FOODS:
Engro Foods Limited was officially launched as a subsidiary of Engro in 2004. Using dairy products as a stepping stone to enter into the food business. It has established processing units in Sukkur & Sahiwal, along with an ice cream production facility …show more content…

The launch began with an advertising blitz that contained electronic media, bill boards, internet, vehicles, etc.
SLOGAN
“Guru Ho Ja Shuru”
FLAVORS
1. Namkeen Taskeen (Saltish Lassi)
2. Methi Masti (Sweet Lassi)
COMPETITORS
No competitors.
PRICING
The price of Omung Lassi was PKR.20.
TARGET MARKET
Geographically, Omung Lassi was targeting mainly in urban areas because people of the rural areas prefer to make lassi with their own hands.
Demographically, they targeted young boys & girls only.
According to social class, they targeted the middle & upper middle class.

PROMOTIONAL STRATEGIES
Other than billboards, electronic media & other advertisements they also started a scheme like on every carton of Olpers (containing 12 milk boxes) they offered 4 packets of Omung Lassi for free.
DISTRIBUTION NETWORK
Engro has a vast & efficient distribution network all over Pakistan.

OMUNG LASSI – THE INTERVIEW DETAILS

WHY THE IDEA OF LAUNCHING A LASSI?
The idea of launching Omung Lassi emerged from a significantly untapped potential for hygienic lassi, which tasted like homemade, combined with the convenience & confidence of a safe packaging. Traditionally lassi has been a popular drink for the masses & it was strategically correct to position Omung Lassi under the portfolio of Omung since it offers price & value to the …show more content…

Engro Foods test marketed a lassi proposition (Omung Lassi). After two seasons, market feedback indicated that the entire proposition should be improved to better suit the long term beverages strategy of the company. Hence, Omung Lassi was discontinued & a new brand with a completely new proposition & strategy was launched in the form of Olper’s

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