Marketing Case Study: Mabrook By Engro Foods

Q1. Select a brand and identify the company that produces it.

Mabrook by Engro Foods.

Mabrook, a fresh milk brand, was introduced by a well-known multinational company, Engro Foods, last year in mid-November. They are operating through a network of local milk shops, offering fresh dairy products like fresh milk, butter, balai, ghee and yogurt to their customers.

Engro Foods is not new to this industry. They are already into packaged milk business. Engro Foods entered the milk market in 2006 and managed to gain the biggest market share in UHT segment in 2009, and since 2012 they have successfully captured a market share of over 50% with brands named “Olpers” and “Tarang”. But the problem is that Ultra Heat Treatment process not only eliminates

Describe the company and its business philosophy. Its core business/industry and its marketing environment

Engro Foods, one of the biggest and fastest growing companies in Pakistan, has a vision to cater to local needs with products conforming to global standards, keeping product innovation at the forefront of their guiding philosophy and consumer satisfaction at the heart of their operational strategy.

Engro Foods business has five core values of doing business.

• They strongly believe in the dignity and value of people. They reliably approach one another with deference and strive to make a hierarchical environment in which people are decently treated, encouraged and engage to help, grow and develop themselves and to develop one another. They don 't tolerate any harassment or discrimination. They do care about how results are attained and will exhibit ethical and moral conduct in all their exercises. For them, a well-founded reputation for an organization is a priceless asset.

• They manage and utilize resources and operations in such a way that the safety and health of the people, neighbors, customers and visitors is ensured. They believe their safety, health and environmental responsibilities extend beyond protection and enhancement of their own

Seeing the growth in the packaged milk market, it started its operations in 2006 and became a major player in food industry by 2009 and till 2012 it managed to capture the biggest market share of packaged milk. However, they soon realized that majority of the people still prefer fresh dairy milk over packaged milk. According to their internal assessment estimate, out of 20 billion liters of tradeable milk in Pakistan, the unbranded fresh dairy holds almost 74% share while packaged and powdered milk holds 26%. So they wanted to enter into this category and offer a value-added product to this key segment of the Pakistani